Hbspcat 13 Marketing

Marketing 10/30/10 1
HKU243 SUBJECTS(KEYWORDS) 594024

Title: "Asia's World City": Hong Kong's Length: 16p Title: 21-Speed Gizmos, Inc.
New Identity Supplementary Materials: Supplement Author(s): Dhebar, Anirudh
Author(s): Yu, Julie; McCauley, (Field), (509014), 2p, by David Chen, Publication Date: 08/12/1993
Marissa; Khan, Shamza Youngme Moon, Michael Norton Revision Date: 06/17/1994
Publication Date: 01/15/2003 Product Type: Case (Gen Exp)
Product Type: Case (Field) 509014 Abstract: In this hypothetical case, 21-
Publisher: University of Hong Kong Title: (PRODUCT) RED (B) Speed Gizmos, Inc., a manufacturer of
Abstract: .Discusses how Hong Kong is Author(s): Chen, David; Moon, electronic bicycle components for the
positioning itself as the gateway to China Youngme; Norton, Michael serious cyclist, must decide what price to
and as Asia's world city. The Hong Kong Publication Date: 07/12/2008 charge for a new product. Describes the
SAR government's (HKSARG) program Revision Date: 02/25/2009 product and includes cost and demand
Brand Hong Kong (BrandHK) uses the Product Type: Supplement (Field) information available for making the
tagline "Hong Kong: Asia's world city." Abstract: An abstract is not available for pricing decision.
HKSARG has spent some U.S. $1.24 this product. Must be used with: Geographic Setting: California
million of taxpayers' money on the (509013) (PRODUCT) RED (A). Industry Setting: Bicycle industry
branding program and it is important to Subjects: NO Subjects: Bicycles; Pricing; Product
measure its effectiveness. The public is SUBJECTS(KEYWORDS) introduction
somewhat confused about the Length: 2p Length: 2p
messages displayed and the distinction
from previous campaigns run by the 99A004
9438
Hong Kong Tourism Board (HKTB). The Title: 3M Chile: Health Care Products
Title: The 2002 HBR List: Don't Delight
case highlights HKTB and its successful (A)
Your Customers Away (HBR Article
experience in marketing Hong Kong as a Author(s): Deutscher, Terry H.;
Collection)
tourist destination and what BrandHK Campbell, Daniel D.
Publication Date: 03/01/2002
can learn from it. Also focuses on the Publication Date: 03/11/1999
Product Type: HBR OnPoint Collection
HKSARG's attempt to market BrandHK Revision Date: 11/07/2002
Abstract: Customers--you can't live
with traditional marketing tools and how Product Type: Case (Field)
without them. But as some thinkers have
new marketing tools, such as the Publisher: Richard Ivey School of
recently maintained, you can't live with
Internet, could and should be used. Business/UWO
them, either. Indeed, an emerging
Geographic Setting: Hong Kong Abstract: Looking for a creative option
school of thought contends that the
Subjects: Asia; Brand management; to promote 3M products to medical
frenzied desire to "delight the customer"
Brands; Market positioning; Marketing professionals, a 3M Chile sales manager
has gone too far. R&D has invited
strategy developed the idea of a first-aid kit or
customers into the innovation process.
Length: 12p "botiquin" that could be used as a
Marketing has wooed them into long-
Supplementary Materials: Teaching promotional gift. Managers at the
term relationships. Sales has coddled
Note, (HKU244), 13p, by Julie Yu, company's world headquarters had not
them with every conceivable service.
Marissa McCauley, Shamza Khan previously focused on branded first-aid
Yet, customers aren't delighted. Why?
NEW kits. It was the same all over the world, a
The authors of this collection argue that
companies are approaching customers plain white box with the red cross in
509013 the wrong way. According to one, front. "You just can't brand a first-aid kit!"
Title: (PRODUCT) RED (A) companies should tease and tantalize they replied. At the same time, the
Author(s): Chen, David; Moon, consumers with creative marketing Chilean managers lacked the resources
Youngme; Norton, Michael tactics rather than pander to them. necessary for adequate market
Publication Date: 07/12/2008 Another author suggests a whole new research. Should they go ahead with the
Revision Date: 02/25/2009 approach to market research. The botiquin concept anyway? If they did,
Product Type: Case (Field) remaining authors recommend a more questions such as channels, packaging,
Abstract: Describes the launch and strategic approach to customer promotion, and pricing would still have to
initial results of the (PRODUCT) RED relationship management, or CRM. be addressed.
campaign, a social marketing initiative Taken together, these articles provide an Geographic Setting: Chile; United
conceived of by U2's Bono and Bobby up-to-date map to the real road to States
Shriver to combat AIDS in sub-Saharan consumers' hearts. The three Harvard Industry Setting: Health care industry
Africa. The company licensed the (RED) Business Review articles in this Company Size: large
brand to partner companies, which collection: "Torment Your Customers Subjects: Distribution channels;
initially included Gap, Apple, Motorola, (They'll Love It)" by Stephen Brown International marketing; Market
Armani, and American Express. The (HBR reprint R0109E), "Turn Customer research; Medical supplies; South
business model was structured to benefit Input into Innovation" by Anthony Ulwick America
partner companies by increasing (HBR reprint R0201H), and "Avoid the Length: 17p
consumer purchases--of (RED)-branded Four Perils of CRM" by Darrell Rigby, Supplementary Materials: Supplement
products such as red iPods and Fred Reichheld, and Phil Schefter (HBR (Field), (99A005), 5p, by Terry H.
phones--while also resulting in increased reprint R0202J). Deutscher, Daniel D. Campbell;
donations to the Global Fund. Subjects: Corporate strategy; Customer Teaching Note, (899A04), 11p, by Terry
Geographic Setting: Africa; United relations; Customer retention; Customer H. Deutscher, Daniel D. Campbell
States service; Customization; Market
Number of Employees: 10 segmentation; Marketing strategy 99A005
Event Year Start: 2007 Length: 33p Title: 3M Chile: Health Care Products
Event Year End: 2007 List Price: $17.95 (B)
Subjects: NO Author(s): Deutscher, Terry H.;
Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685
Campbell, Daniel D. 575099 Communication strategy; Local

Publication Date: 03/10/1999 Title: 911 Emergency Number in New government; Nonprofit marketing
Revision Date: 11/12/2002 York (A) Length: 2p
Product Type: Supplement (Field) Author(s): Lovelock, Christopher H.;
Publisher: Richard Ivey School of Kahn, Jeffrey S. UV0406
Business/UWO Publication Date: 04/01/1975 Title: A Practical Guide to Conjoint
Abstract: Supplements the (A) case. Revision Date: 11/01/1979 Analysis
Must be used with: (99A004) 3M Chile: Product Type: Case (Library) Author(s): Wilcox, Ronald T.
Health Care Products (A). Abstract: The communications center at Publication Date: 08/26/2003
Geographic Setting: South America police headquarters in New York City is Product Type: Case (Field)
Industry Setting: Medical supplies being flooded by calls to the "911" Abstract: This note provides an
Subjects: Distribution channels; emergency number. More than half the overview of conjoint analysis. It shows
International marketing; Market calls are not true emergencies and are how to interpret standard conjoint-
research; Medical supplies; South slowing police response time to genuine analysis output and the uses of that
America emergencies. Mayor Lindsay and the output. It provides several examples of
Length: 5p Police Department decide that an how output can be converted to
educational campaign is needed to managerially useful information.
373146 discourage inconsequential use of "911." Subjects: NO
Title: 503 Rugby Road Students are expected to design such a SUBJECTS(KEYWORDS)
Author(s): Stevenson, Howard H.; campaign. Length: 9p
Sexton, M.S.; Liverman, Thierry J. Geographic Setting: New York, NY Year New: 2007
Publication Date: 11/01/1972 Subjects: Advertising strategy;
Revision Date: 06/19/1991 Communication strategy; Local
504053
Product Type: Case (Field) government; Nonprofit marketing
Title: ABS Global
Abstract: Discusses the idea generation Length: 8p
Author(s): Bell, David E.; Hogan, Hal;
and initial action steps of a landowner Supplementary Materials: Supplement
Porraz, Jose Miguel
attempting to develop more dense usage (Library), (575100), 3p, by Christopher
of an attractive piece of residential H. Lovelock, Jeffrey S. Kahn;
Product Type: Case (Field)
property. Relates financial and market Supplement (Library), (576259), 2p, by
Abstract: ABS Global is considering an
analysis. Christopher H. Lovelock
acquisition in Australia. Efficient
Geographic Setting: Virginia production and distribution is becoming
Industry Setting: Real estate 575100 more difficult as it becomes global. Yet
Subjects: Financial analysis; Market Title: 911 Emergency Number in New trade restrictions and local preferences
research; Real estate York (B) for its product, bull semen, dictate that
Length: 17p Author(s): Lovelock, Christopher H.; ABS come up with a new way to
Supplementary Materials: Teaching Kahn, Jeffrey S. conceptualize its go-to-market strategy.
Note, (391221), 8p, by William J. Publication Date: 04/01/1975 Geographic Setting: Global
Poorvu, Katherine Sweetman Revision Date: 01/01/1980 Industry Setting: Agribusiness;
Product Type: Supplement (Library) Agriculture industry
504057 Abstract: Describes the educational Event Year Start: 2003
Title: 7-Eleven, Inc. campaign developed to reduce Event Year End: 2003
Author(s): Bell, David E.; Hogan, Hal nonemergency calls to "911" in New Subjects: Acquisitions; Agribusiness;
Publication Date: 12/04/2003 York City. Must be used with: (575099) Agriculture; Globalization; Marketing
Revision Date: 01/27/2004 911 Emergency Number in New York strategy; Small business
Product Type: Case (Field) (A). Length: 18p
Abstract: Can 7-Eleven United States Subjects: Advertising strategy; Supplementary Materials: Teaching
replicate the successful experience of 7- Communication strategy; Local Note, (504076), 5p, by David E. Bell
Eleven Japan in selling fresh foods government; Nonprofit marketing Year New: 2004
through convenience stores? Describes Length: 3p
the Japanese system and shows the 505057
steps the company is taking to try to 576259 Title: ACHAP (African Comprehensive
achieve the same success in the United Title: 911 Emergency Number in New HIV/AIDS Partnerships): The
States. York (C) Merck/Gates Initiative in Botswana
Geographic Setting: Japan; United Author(s): Lovelock, Christopher H. Author(s): Rangan, V. Kasturi
States Publication Date: 06/30/1976 Publication Date: 06/30/2005
Industry Setting: Convenience store Revision Date: 01/01/1980 Revision Date: 03/26/2007
industry; Retail industry Product Type: Supplement (Library) Product Type: Color Case
Gross Revenues: $10 billion revenues Abstract: Sequel to 911 Emergency Abstract: By June 2004, ACHAP, a
Event Year Start: 2003 Number in New York (A) and (B). Set three-way partnership of The Bill and
Event Year End: 2003 two years after the (A) and (B) cases, Melinda Gates Foundation, Merck, and
Subjects: Agribusiness; Food; Global describes the situation in 1975, by which the Botswana government, had
Research Group; Retailing time the educational campaign committed nearly $60 million of the $100
Length: 30p promoting proper use of "911" has been million toward various AIDS education,
Supplementary Materials: Teaching discontinued and nonemergency calls prevention, and treatment programs. It
Note, (505067), 4p, by David E. Bell are rising again. Must be used with: was time to evaluate the success of the
Year New: 2004 (575099) 911 Emergency Number in program and make strategic shifts, if
New York (A). necessary, looking forward to the future.
Subjects: Advertising strategy; Includes color exhibits.
Geographic Setting: Botswana favorable than Charter towards Bell, but Murphy, along with RAM Paul Johnson
Industry Setting: Health care industry must be integrated into the Charter (Dallas) and A.E. Griggin (Mountain Bell)
Gross Revenues: $50 million revenues telecommunications structure. Mr. attend a meeting with Reed Oberon
Event Year Start: 2004 Johnson must reorganize and restaff his (AMC's corporate communications
Event Year End: 2004 team. Once developed, he must plan for manager), Thomas Quils (AMC's
Subjects: NO an account meeting with Charter in three divisional communications manager for
SUBJECTS(KEYWORDS) weeks. May be used with AT&T -- Long the Dallas microelectronics division), and
Length: 23p Lines Department National Account Richard DeCarlo, chairman of AMC's
Selling (A) as a "five-years later" look at corporate distribution study committee.
HKU664 AT&T's national account program. Must be used with: (578119) AT&T --
Title: The AIA-JF Green Fund-- Geographic Setting: United States Long Lines Department National
Differentiation in Funds Market Industry Setting: Telecommunications Account Selling (A).
Author(s): Chan, Ricky; Tang, Amy industry Industry Setting: Telecommunications
Publication Date: 09/14/2007 Gross Revenues: $46 billion assets industry
Product Type: Case (Field) Subjects: Marketing implementation; Subjects: Communication strategy;
Publisher: University of Hong Kong Marketing organization; Reorganization; Competition; Marketing implementation;
Abstract: The Mandatory Provident Sales management; Marketing strategy; Personal selling;
Fund ("MPF") was established in Telecommunications Sales promotions; Telecommunications
December 2000 in Hong Kong to provide Length: 21p Length: 5p
a formal, government-supervised Supplementary Materials: Teaching Supplementary Materials: Teaching
retirement protection vehicle for the local Note, (583142), 20p, by Thomas V. Note, (583140), 48p, by Thomas V.
population. As a major MPF service Bonoma Bonoma
provider, AIA-JF made a revolutionary
move in launching the first socially 578119 581033
responsible investment ("SRI") fund, the Title: AT&T -- Long Lines Department Title: AT&T -- Long Lines Department
Green Fund, in the MPF market. SRI National Account Selling (A) National Account Selling (C)
was a relatively new concept in Hong Author(s): Shapiro, Benson P.; Davis, Author(s): Bonoma, Thomas V.;
Kong, though it had been growing N.J. Shapiro, Benson P.
rapidly in the U.S. and Europe since the Publication Date: 02/01/1978 Publication Date: 09/01/1980
mid-1980s. In the first year of its launch, Revision Date: 09/05/1986 Revision Date: 07/01/1981
the Green Fund attracted US$5 million, Product Type: Case (Field) Product Type: Supplement (Field)
as targeted. However, the company had Abstract: Michael Murphy, a national Abstract: Presents a demonstration
to quadruple the fund size to US$20 account manager for Long Lines and scenario in which Bell hears a
million in three years' time with head of a large team, has learned of a presentation of what Bell is about, the
economically viable marketing prospective competitive inroad in one of functions of the account team, certain
approaches. Illustrates the special his six divisions. He must develop a issues relative to AMC's management
characteristics of marketing investment short- and long-term response. needs, and also, information on the
products, particularly in target market Geographic Setting: United States DIMENSION equipment. Must be used
selection, and allows students the Industry Setting: Telecommunications with: (578119) AT&T -- Long Lines
opportunity to recommend marketing industry Department National Account Selling
strategies targeted at corporate and Company Size: large (A).
individual consumers. Subjects: Communication strategy; Industry Setting: Telecommunications
Geographic Setting: Hong Kong Competition; Marketing implementation; industry
Industry Setting: Asset management Marketing strategy; Personal selling; Subjects: Communication strategy;
Subjects: NO Sales promotions; Telecommunications Competition; Marketing implementation;
SUBJECTS(KEYWORDS) Length: 16p Marketing strategy; Personal selling;
Length: 34p Supplementary Materials: Supplement Sales promotions; Telecommunications
Supplementary Materials: Teaching (Field), (581032), 5p, by Thomas V. Length: 2p
Note, (HKU665), 6p, by Ricky Chan, Bonoma, Benson P. Shapiro; Supplementary Materials: Teaching
Amy Tang Supplement (Field), (581033), 2p, by Note, (583140), 48p, by Thomas V.
Year New: 2007 Thomas V. Bonoma, Benson P. Shapiro; Bonoma
Supplement (Field), (581034), 1p, by
582085 Thomas V. Bonoma, Benson P. Shapiro; 581034
Title: AT&T -- Long Lines Department Teaching Note, (583140), 48p, by Title: AT&T -- Long Lines Department
Charter Financial Corp. Thomas V. Bonoma National Account Selling (D)
Author(s): Bonoma, Thomas V.; Mehr R Author(s): Bonoma, Thomas V.;
Publication Date: 12/06/1981 581032 Shapiro, Benson P.
Revision Date: 11/16/1983 Title: AT&T -- Long Lines Department Publication Date: 09/06/1980
Product Type: Case (Field) National Account Selling (B) Revision Date: 10/31/1983
Abstract: Mr. Chris Johnson, national Author(s): Bonoma, Thomas V.; Product Type: Supplement (Field)
account manager for AT&T, has Shapiro, Benson P. Abstract: Presents the text of a letter
inherited a national account which has Publication Date: 09/01/1980 from Leon Gradowski, AMC's vice-
just doubled its size by acquiring another Revision Date: 07/01/1981 president in charge of information
firm. The parent account, Charter Product Type: Supplement (Field) systems, to Richard Gordon following
Financial Corp., has had an uneven Abstract: Depicts a meeting between the meeting between Bell's national
relationship with Bell and Mr. Johnson's AMC management and national account account team and AMC. Must be used
predecessor. The new acquisition, representatives from the Bell Telephone with: (578119) AT&T -- Long Lines
Allison Insurance, is much more System. Richard Gordon and Michael Department National Account Selling
(A). Geographic Setting: United States decide whether to sell the product
Industry Setting: Telecommunications Industry Setting: Telecommunications development program to a large
industry industry pharmaceutical company or to enter into
Subjects: Communication strategy; Company Size: large a joint venture to push the product
Competition; Marketing implementation; Subjects: Communication strategy; ahead.
Marketing strategy; Personal selling; Consumer behavior; Marketing strategy; Geographic Setting: California
Sales promotions; Telecommunications Sales promotions; Telecommunications Industry Setting: Biotechnology
Length: 1p Length: 17p industry
Supplementary Materials: Teaching Supplementary Materials: Teaching Number of Employees: 150
Note, (583140), 48p, by Thomas V. Note, (581157), 22p, by John A. Quelch Gross Revenues: $12 million revenues
Bonoma Subjects: Alliances; Biotechnology;
580068 Innovation; Marketing strategy; New
580146 Title: AT&T Long Lines: WATS Pricing product marketing; Product planning &
Title: AT&T Long Lines (B), Study policy
Telemarketing: Introduction to Video 1 Author(s): Jackson, Barbara B. Length: 14p
Author(s): Shapiro, Benson P.; Publication Date: 12/06/1979 Supplementary Materials: Teaching
Sherman, Jeffrey J. Revision Date: 02/10/1981 Note, (503046), 14p, by John T.
Publication Date: 06/01/1980 Product Type: Case (Field) Gourville
Revision Date: 12/01/1980 Abstract: AT&T must set new prices for
Product Type: Supplement (Field) WATS (Wide Area Telephone Service). SMR167
Abstract: An introduction to videotape The Marketing Sciences Group at AT&T Title: Achieving the Ideal Brand Portfolio
(9-880-510). Must be used with: Long Lines has developed a Author(s): Hill, Sam; Ettenson, Richard;
(880510) AT&T Long Lines, computerized model for evaluating Tyson, Dane
Telemarketing, Video 1: Executive possible choices. The case describes Publication Date: 01/01/2005
Interviews. the model and gives model results for Product Type: SMR Article
Industry Setting: Telecommunications three possible price schedules. Abstract: To optimize a portfolio of
industry Geographic Setting: United States brands, companies can use a step-by-
Subjects: Communication strategy; Industry Setting: Telephone industry step approach: decide on the brands to
Direct marketing; Management Company Size: large review; analyze each brand with respect
philosophy; Marketing strategy; Sales Gross Revenues: $16 billion revenues to its contribution to the company;
promotions; Strategy implementation; Subjects: Communications industry; assess the brands according to current
Telecommunications Models; Pricing strategy; Services; market performance (traction) and future
Length: 2p Telecommunications prospects (momentum); and classify the
Length: 25p brands along those three dimensions
581082 (contribution, traction, and momentum),
Title: AT&T Long Lines (D), 596013 allowing managers to identify both
Telemarketing: Introduction to Video 3 Title: AT&T USADirect In-Language challenges and opportunities. The
Author(s): Shapiro, Benson P. Service: India process enables companies to sort their
Publication Date: 02/01/1981 Author(s): Quelch, John A. brands into different categories: power
Product Type: Supplement (Field) Publication Date: 12/05/1995 (a brand that needs to be defended
Abstract: Introduces videotape (9-881- Product Type: Case (Field) ferociously and deployed judiciously),
513). Must be used with: (881513) Abstract: AT&T managers are sleeper (a brand that with a little fast
AT&T Long Lines, Telemarketing, Video assessing demand for a soon-to-be tracking can build into a power brand),
3. launched new operator-assisted, in- slider (a valuable brand that has lost
Industry Setting: Telecommunications language international telephone service momentum, is slipping backwards, and
industry from India. needs immediate intervention to prevent
Subjects: Communication strategy; Geographic Setting: India meltdown), soldier (a solid brand that
Direct marketing; Management Industry Setting: Telecommunications contributes quietly without the need for
philosophy; Marketing strategy; Sales industry much management attention), black hole
promotions; Telecommunications Subjects: Communications industry; (a brand that sucks up resources and
Length: 2p Demand analysis; International may or may not ever pay out), rocket (a
marketing; Product development brand that is on its way to power-brand
Length: 13p status), wallflower (a small,
580145
Supplementary Materials: Teaching underappreciated brand with very loyal
Title: AT&T Long Lines: Marketing
Note, (500107), 3p, by John A. Quelch customers, often underpriced and
Telemarketing (A)
undermarketed), and discard (a brand
Author(s): Shapiro, Benson P.;
that should have been mothballed years
Sherman, Jeffrey J. 501061
ago). Companies can then tie together
Publication Date: 05/01/1980 Title: Abgenix and the XenoMouse
the objectives for each brand into an
Revision Date: 09/18/1985 Author(s): Dolan, Robert J.
overall plan, which will include brand
Product Type: Case (Field) Publication Date: 01/09/2001
architecture and resource allocation.
Abstract: The vice president for Product Type: Case (Field)
Subjects: NO
marketing at AT&T Long Lines faced Abstract: Abgenix has a unique method
SUBJECTS(KEYWORDS)
several decisions related to generating for generating antibodies useful in
Length: 8p
primary demand for telephone services treating a number of diseases, including
Year New: 2005
used in marketing applications. Involves cancer. In early 2000, the company's
the analysis of complex buyer behavior cancer has performed very well in
and the development of a major animal testing and is moving to early 575129
communications program. stage human testing. Abgenix must Title: Active Detergent
Author(s): Star, Stephen H. Revision Date: 04/08/1992 profile cases, this article explores the
Publication Date: 06/20/1975 Product Type: Supplement (Field) motivations that drive consumers to
Revision Date: 04/21/1983 Abstract: The answer to the (A) case. create their own ads and develops a
Product Type: Case (Library) Explains Ad Council's plan. Outlines typology of the ads created. It develops
Abstract: A large manufacturer of alliance with American Advertising a model for the various strategic stances
private label detergents seeks to enter Federation to enlist support of local Ad that a firm can adopt in response to this
into a $1 billion detergent market with an clubs, media presentation, and phenomenon so that managers can
unadvertised "national" brand that is to implementation strategy. Must be used anticipate and thus deal more effectively
be positioned between the national with: (590105) Ad Council's AIDS with some of the extreme consequences
brands and the private labels. The three Campaign (A): Advertising Strategy. of liberated advertising.
large companies that have more than Subjects: Advertising campaigns; Subjects: NO
90% collectively of the U.S. detergents Advertising strategy; Health; Marketing SUBJECTS(KEYWORDS)
industry spent more than $150 million on implementation; Marketing strategy; Length: 26p
advertising and promotion in 1974. Public relations; Social enterprise
Geographic Setting: United States Length: 9p 90113
Industry Setting: Soap & detergent Supplementary Materials: Teaching Title: Ad Spending: Growing Market
industry Note, (591095), 13p, by V. Kasturi Share
Gross Revenues: $30 million sales Rangan, Sohel Karim; Case Video, Author(s): Schroer, James C.
Subjects: Advertising strategy; (891502), 7 min, by Ad Council Publication Date: 01/01/1990
Customer relations; Household products; Product Type: Harvard Business
Public relations; Retailing 891502 Review Article
Length: 15p Title: Ad Council's Campaign Against Abstract: Describes the relative share of
AIDS, Video voice effect in advertising. In most
590105 Author(s): Ad Council markets, consumer goods markets are in
Title: Ad Council's AIDS Campaign (A): Publication Date: 08/15/1990 a state of equilibrium--advertising
Advertising Strategy Product Type: Case Video expenditures are relatively stable and
Author(s): Rangan, V. Kasturi; Abstract: Presents the commercials changes in market share are small. To
Montgomery, Janet (advertisements) to counter AIDS in the gain ground in market share, a
Publication Date: 04/10/1990 United States. Must be used with: competitor has to launch a huge ad
Revision Date: 01/21/1993 (590106) Ad Council's AIDS Campaign campaign for a sustained period that
Product Type: Case (Field) (B): Program Adoption; (590105) Ad outspends the biggest rival by at least
Abstract: Ad Council wished to run an Council's AIDS Campaign (A): 100%.
educational campaign aimed at Advertising Strategy. Industry Setting: Advertising industry
preventing the spread of AIDS. They Subjects: Advertising campaigns; Subjects: Advertising; Advertising
were challenged to find acceptable ways Advertising strategy; Health; Marketing campaigns; Consumer marketing;
to address this very sensitive subject implementation; Marketing strategy; Market share; Marketing management
matter--ways that the media and the Public relations; Social enterprise Length: 5p
public would approve. One of the big Length: 7 min
challenges was to make the word List Price: $150.00 90108
"condom" acceptable to the TV networks Title: Ad Spending: Maintaining Market
as condom use can prevent the spread CMR401 Share
of the HIV virus. The case gives a brief Title: Ad Lib: When Customers Create Author(s): Jones, John Philip
explanation of the disease and the the Ad Publication Date: 01/01/1990
reasons why Ad Council felt this Author(s): Pitt, Leyland; Berthon, Pierre Product Type: Harvard Business
campaign was necessary. Also outlines R.; Campbell, Colin Review Article
the target groups selected and basic Publication Date: 08/01/2008 Abstract: Accuracy in manufacturers'
strategy. The primary question is "How Product Type: Case (Field) advertising budgeting is hampered by
will this campaign get media approval?" Publisher: California Management reliance on the case rate system. A
Geographic Setting: New York, NY Review better measure is a brand's market
Industry Setting: Advertising industry Abstract: Consumers are now share compared with its share of voice
Subjects: Advertising campaigns; generating, rather than merely (its share of the total value of the main
Advertising strategy; Health; Marketing consuming advertising. The media exposure in that product
implementation; Marketing strategy; consequences for brands, marketers, category). The interrelationship between
Public relations; Social enterprise and senior executives are significant. market share and share of voice is not
Length: 19p Advertising was traditionally generated usually considered when determining ad
Supplementary Materials: Supplement by, or on behalf of, the firm and budgets.
(Field), (590106), 9p, by V. Kasturi broadcast to relatively passive Industry Setting: Advertising industry
Rangan, Janet Montgomery; Teaching consumers. With the rise of digital Subjects: Advertising; Advertising
Note, (591095), 13p, by V. Kasturi media, the Internet, and inexpensive strategy; Brands; Market share;
Rangan, Sohel Karim; Case Video, media software, considerable creative Marketing management
(891502), 7 min, by Ad Council and distributive power has been handed Length: 6p
to the consumer. Liberated from the
590106 exclusive control of the firm, ads now 6284BC
Title: Ad Council's AIDS Campaign (B): express a myriad of different voices. Title: Adapt the Master Brand to Silo
Program Adoption Some ads are subversive, others Markets: Developing a Master Brand
Author(s): Rangan, V. Kasturi; laudatory, but the fact remains that the Strategy
Montgomery, Janet firm is no longer in exclusive control of Author(s): Aaker, David
Publication Date: 04/10/1990 the message. Using a number of high Publication Date: 10/21/2008
Product Type: HBS Press Chapter strategy" before he can obtain additional Marketing information systems;
Abstract: Standardizing the brand and capital. Adelie's president is faced with a Marketing strategy; Product planning &
supporting marketing programs across choice of three very different plans policy
all silos of an organization facilitates proposed by: 1) the venture capitalists, Length: 29p
consistency in look, feel, and message. 2) the vice president of special projects, Supplementary Materials: Teaching
In addition, the chances of creating and 3) the vice president of product Note, (588035), 30p, by Rowland T.
synergistic marketing programs will be development. Each plan has major Moriarty Jr., Gordon Swartz
enhanced, and the organization will be implications for the company's product
more likely to rally around the brand policy, pricing, sales strategy, and 586164
promise. However, there are situations overall market potential. Designed for Title: Adelie Corp. (B)
in which a standardized brand is not use with Note on Marketing and Sales Author(s): Moriarty, Rowland T., Jr.;
optimal or even feasible because it Productivity Systems. The teaching Swartz, Gordon
cannot deliver a winning position in a silo objectives are to introduce students of Publication Date: 06/30/1986
market. In that case, there needs to be a industrial marketing to the market Product Type: Case (Field)
process to adapt a master brand so that selection and product policy issues Abstract: Adelie's president selects one
it has traction in each silo market while faced by a start-up computer software of the marketing plans and presents a
maintaining consistency to its core company and to introduce students to monthly expense budget to the venture
values. the concept of marketing and sales capitalists. The investors, however,
Subjects: NO productivity systems, such as the system agree to provide only part of the
SUBJECTS(KEYWORDS) developed and sold by Adelie. requested funds. Three days later, the
Length: 25p Geographic Setting: Massachusetts vice president of product development
List Price: $6.95 Industry Setting: Software industry announces his intention to leave the
Company Size: start-up company.
84206 Gross Revenues: $2 million sales Geographic Setting: Massachusetts
Title: Adapting Products to LDC Tastes Subjects: Industrial markets; Industry Setting: Software industry
Author(s): Hill JS; Still RR Information systems; Market selection; Company Size: start-up
Publication Date: 03/01/1984 Marketing information systems; Gross Revenues: $2 million sales
Product Type: Harvard Business Marketing strategy; Product planning & Subjects: Industrial markets;
Review Article policy Information systems; Market selection;
Abstract: A survey of 61 subsidiaries of Length: 27p Marketing information systems;
consumer packaged goods Supplementary Materials: Teaching Marketing strategy; Product planning &
manufacturers operating in 22 less Note, (588035), 30p, by Rowland T. policy
developed countries shows why and Moriarty Jr., Gordon Swartz Length: 2p
how MNCs often modify the products Supplementary Materials: Supplement
they transfer from their home markets in 586166 (Field), (586165), 1p, by Rowland T.
developed countries to the foreign Title: Adelie Corp. (A2) Moriarty Jr., Gordon Swartz; Teaching
markets of LDCs. Some of these Author(s): Moriarty, Rowland T., Jr.; Note, (588035), 30p, by Rowland T.
changes are mandated by the legal and Swartz, Gordon Moriarty Jr., Gordon Swartz
economic requirements of local Publication Date: 06/30/1986
marketplaces. Changes in measurement Product Type: Case (Field) 586165
units, package sizes, and labeling often Abstract: Sales of Adelie Corp.'s Title: Adelie Corp. (C)
fall into this category. Other changes, in marketing and sales software have Author(s): Moriarty, Rowland T., Jr.;
characteristics like package aesthetics, totaled only 30% of plan during the first Swartz, Gordon
constituents, packaging protection, third of 1985. The president must Publication Date: 06/30/1986
usage instructions, and brand names are provide investors with "a realistic and Product Type: Supplement (Field)
optional but recommended. Making them implementable marketing strategy" Abstract: Describes Adelie's sales
will suit the product to the local market. before obtaining additional capital. He is progress subsequent to the events in the
Industry Setting: Consumer products faced with a choice of three very (B) case. Must be used with: (586164)
Subjects: Consumer goods; Developing different plans proposed by: 1) the Adelie Corp. (B).
countries; International marketing; venture capitalists, 2) the vice president Subjects: Industrial markets;
Product management; Product planning of special projects, and 3) the vice Information systems; Market selection;
& policy president of product development. Each Marketing information systems;
Length: 10p has major implications for the company's Marketing strategy; Product planning &
product policy, pricing, sales strategy, policy
586163 and overall market potential. Teaching Length: 1p
Title: Adelie Corp. (A1) objectives are to introduce students to Supplementary Materials: Teaching
Author(s): Moriarty, Rowland T., Jr.; the market selection and product policy Note, (588035), 30p, by Rowland T.
Swartz, Gordon issues faced by a start-up computer Moriarty Jr., Gordon Swartz
Publication Date: 06/30/1986 software company and to the concept of
Product Type: Case (Field) marketing and sales productivity
UV0317
Abstract: Sales of Adelie Corp.'s systems such as that developed and
Title: Adios Junk Mail
marketing and sales software have sold by Adelie.
Author(s): Parry, Mark; Fitzgerald,
totaled only 30% of plan during the first Geographic Setting: Massachusetts
Janet
four months of 1985. The company has Industry Setting: Software industry
reached the end of its venture capital Company Size: start-up
backing, and the company president Gross Revenues: $2 million sales
Abstract: Executives at this Internet-
must provide the investors with "a Subjects: Industrial markets;
based company evaluate the results of a
realistic and implementable marketing Information systems; Market selection;
pricing survey to decide what changes to
make, if any, to the annual fee charged markets to pursue, what resources will Author(s): Rangan, V. Kasturi; Kramer,
for the company's junk mail elimination be required, what organizational Jayne D.
services. Founded in 1996, Adios Junk changes must be made, and what Publication Date: 11/24/1992
Mail provides comprehensive elimination operational adjustments must be made Revision Date: 04/11/1995
of unwanted direct-marketing better to meet the needs of current and Product Type: Case (Field)
solicitations. Clients select what types of future customers. Abstract: In the several years preceding
direct marketing they want stopped. Geographic Setting: Waltham, MA 1992, there had been a dramatic rise in
Once a month, the company generates a Industry Setting: Software industry the public's concern for environmental
list of customers and their elimination Number of Employees: 105 issues. Yet the Roper Organization
preferences. It then mails the list to Gross Revenues: $18 million revenues reported that fewer than one in ten
direct-mail companies, telemarketers, Subjects: Distribution channels; Market Americans made personal efforts to help
and database companies, requesting segmentation; Marketing strategy; solve environmental problems on a
that the customers' names be Organizational design; Product regular basis. The Environmental
suppressed. development; Resource allocation; Federation approached the Advertising
Industry Setting: Marketing research Software industry; Strategic market Council in New York to develop an
industry planning advertising campaign to motivate
Subjects: NO Length: 12p individuals and businesses to modify
SUBJECTS(KEYWORDS) their actions to restore and protect the
Length: 17p 4856BC environment. The case details three
Supplementary Materials: Teaching Title: Advancing the Myth: Sustaining phases of campaign development:
Note, (UV0318), 9p, by Mark Parry an Iconic Brand Over Time research, strategy, and execution.
Year New: 2007 Author(s): Holt, Douglas B. Geographic Setting: United States
Publication Date: 09/15/2004 Industry Setting: Advertising industry
CMR283 Product Type: HBS Press Chapter Company Size: large
Title: Advance Selling for Services Abstract: Even the most successful Number of Employees: 40
Author(s): Shugan, Steven M.; Xie, iconic brands routinely stumble when it Gross Revenues: $1 billion revenues
Jinhong comes to managing a brand myth so that Subjects: Advertising campaigns;
Publication Date: 05/01/2004 it remains vital for many years. To Environmental protection; Nonprofit
Product Type: CMR Article extend a powerful myth, the brand's organizations; Social enterprise
Publisher: California Management communications must steer a path Length: 17p
Review between two traps: milking the myth to Supplementary Materials: Teaching
Abstract: Advance selling can be capitalize on its popularity, and Note, (596104), 5p, by V. Kasturi
profitable when consumers are uncertain abandoning the myth entirely to pursue Rangan; Case Video, (593516), 16 min,
about their future consumption state. At the next big trend. by V. Kasturi Rangan
the time of consumption, that uncertainty Subjects: NO
is resolved, but buyer states still remain SUBJECTS(KEYWORDS) 593061
unobservable to sellers. Consequently, Length: 23p Title: Advertising Council Get Out the
buyer and seller information is List Price: $6.95 Vote Campaign: Strategy and Creative
symmetric in advance but asymmetric at Year New: 2007 Execution
consumption (i.e., sellers have an Author(s): Rangan, V. Kasturi; Kramer,
informational disadvantage in the 2801 Jayne D.
consumption period relative to the Title: Advertising Advantage Publication Date: 11/23/1992
advance period). Therefore, sellers can (Paperback) Revision Date: 06/01/1994
profit from transacting in the advance Author(s): HBR Product Type: Case (Field)
period when they are at less of a Publication Date: 07/01/1990 Abstract: As of 1992, the United States
disadvantage. New technologies (e.g., Product Type: HBS Press Book had one of the lowest voter turnouts of
biometrics, electronic tickets, smart Abstract: This paperback collection of western democratic nations (57.4% at
cards, online prepayments, and new e- Harvard Business Review articles the 1988 presidential elections). The
commerce technologies) also enhance demonstrates that beneath the glamor of case describes the development process
the profitability of advance selling by advertising, there's the grit of hard-nosed for the 1992 campaign with a specific
lowering advance-selling costs and management. Selections include articles emphasis on strategy execution.
restraining arbitrage. on maintaining market share, the perils Presents story boards of various
Subjects: Consumer behavior; of comparative ads, when to advertise campaign proposals. Students are asked
Consumer marketing; Customer your company, and research on ad to evaluate the executions. Teaching
relations; Services techniques that work. HBR paperbacks Purpose: To help students understand
Length: 19p are regularly revised with recent articles. the process of converting general
Year New: 2004 Industry Setting: Advertising industry advertising strategy to concrete
Subjects: Advertising; Advertising execution, which includes creative as
BAB001 campaigns; Advertising strategy; well as copy development.
Title: Advanced Visual Systems Marketing implementation; Marketing Geographic Setting: United States
Author(s): Lawler, William; Matsuno, strategy Industry Setting: Advertising industry
Ken; Wylie, David Length: 73p Company Size: large
Publication Date: 06/15/1999 List Price: $19.95 Number of Employees: 40
Product Type: Case (Field) Gross Revenues: $1 billion revenues
Publisher: Babson College Subjects: Advertising campaigns;
593062
Abstract: The new president is faced Advertising strategy; Nonprofit
Title: Advertising Council Earth Share
with bringing the company out of the organizations; Social enterprise
Campaign: Strategy, Execution, and
doldrums. He must choose what vertical Length: 17p
Final Campaign
Supplementary Materials: Case Video, Geographic Setting: United States Becoming"

(593515), 4 min, by V. Kasturi Rangan Industry Setting: Advertising industry Author(s): Levitt, Theodore
Company Size: large Publication Date: 03/01/1993
593060 Number of Employees: 40 Product Type: Harvard Business
Title: Advertising Council Teen Gross Revenues: $1 billion revenues Review Article
Alcoholism Campaign: Research and Subjects: Advertising; Advertising Abstract: People don't take vacations to
Strategy strategy; Corporate strategy; Nonprofit "get away from it all," states marketing
Author(s): Rangan, V. Kasturi; Kramer, organizations; Social enterprise guru Ted Levitt, but to escape from
Jayne D. Length: 20p modern commercialism. And the chief
Publication Date: 11/24/1992 Supplementary Materials: Case Video, culprit is advertising: omnipresent,
Revision Date: 06/22/1993 (593513), 34 min, by V. Kasturi Rangan relentless, loud, sometimes tasteless.
Product Type: Case (Field) Even if you like a product or love an ad,
Abstract: Documents research aimed at 594124 the ubiquitousness, the repetition of
curbing teen alcohol consumption. The Title: Advertising and Promotion advertising can drive you crazy. But
three objectives for the campaign were Management, Fourth Edition, Video advertising helps a lot too, Levitt asserts.
all designed to interrupt a teen's thought Index Facilitating the free flow of commerce,
process regarding alcohol consumption. Author(s): Quelch, John A. advertising creates opportunities and
Based on quantitative, as well as Publication Date: 04/25/1994 employment and spurs innovation.
qualitative analyses, the Ad Council Product Type: Supplement Informing, entertaining, and exciting, it
campaign team recommends a Abstract: Video Index for videotape (9- presents a change of pace amidst the
positioning strategy. Students are 594-511). Must be used with: (594511) usual news, drama, sports, or MTV. Ads
required to discuss its merits. Teaching Advertising and Promotion Management, open doors to the products people
Purpose: Gives students an Fourth Edition, Video. create to reshape their environments
understanding of how to construct Industry Setting: Advertising industry and enhance their lives, the tools they
advertising strategies from research Subjects: Advertising; Advertising use to get results. And in an era where
data. media; Consumer marketing; Sales there is so much to mistrust, advertising
Geographic Setting: United States promotions is straightforward in its purpose. Acting
Industry Setting: Advertising industry Length: 1p in behalf of whoever is paying, it hides
Company Size: large no agenda but blatantly seeks your
Number of Employees: 40 money.
592008
Gross Revenues: $1 billion revenues Industry Setting: Advertising industry
Title: Advertising and Promotion
Subjects: Advertising campaigns; Subjects: Advertising; Ethics
Management, Third Edition, Video Index
Advertising strategy; Market research; Length: 3p
Author(s): Quelch, John A.
Nonprofit organizations; Social Publication Date: 07/26/1991
enterprise Revision Date: 09/04/1991 83511
Length: 31p Product Type: Supplement Title: After the Sale Is Over
Abstract: Video Index for videotape (9- Author(s): Levitt, Theodore
593059 891-512). Must be used with: (891512) Publication Date: 09/01/1983
Title: Advertising Council: Corporate Advertising and Promotion Management, Product Type: Harvard Business
Strategy Third Edition, Video. Review Article
Author(s): Rangan, V. Kasturi; Kramer, Industry Setting: Advertising industry Abstract: Buyers no longer purchase
Jayne D. Subjects: Advertising; Advertising products and services but sets of
Publication Date: 11/23/1992 media; Consumer marketing; Sales expectations. Thus, the relationship
Revision Date: 03/28/1997 promotions between buyer and seller often
Product Type: Case (Field) Length: 1p intensifies when the sale is made. How
Abstract: Documents the formation and selling companies manage buyer-seller
growth of the Advertising Council, a relationships increasingly affects their
582122
nonprofit agency headquartered in New reputations and repeat sales. The seller
Title: Advertising/Sales Ratio Exercise
York. The Ad Council, with close to $1 can maintain a healthy relationship with
billion in advertising placements, was the the buyer after the purchase by regularly
single largest originator of Public Service considering whether the relationship has
Revision Date: 01/17/1984
Announcements (PSA) in 1992. But its been improving or deteriorating. To
Product Type: Exercise
share and influence in the PSA market effectively manage relationships,
Abstract: Data on advertising expense,
had rapidly declined in the last decade. managers must understand both the
total marketing expense, and research
Poses the question of how its corporate problems and the opportunities.
and development expense, all as a
strategy should be realigned in the face Subjects: Customer relations; Marketing
percent of sales is provided for 12
of a changing environment. Raises management; Sales management
industries. Students must attempt to
issues of fund-raising, client Length: 7p
match the names of the 12 industries
management, and social cause against these ratio profiles.
advertising, client management, and Industry Setting: Advertising industry 904A04
social cause of advertising. Teaching Subjects: Advertising; Industry analysis; Title: Agilent Technologies
Purpose: To expose students to the Market research; Marketing Author(s): Saperstein, Jeff; Burg,
workings of a nonprofit advertising management; Sales promotions Camilla; Ghosh, Anamika; Arenas, Maria
organization, and to enable them to Length: 2p del Carmen
understand what it takes to construct a Publication Date: 02/17/2004
strategy plan. Analyses of customers, Product Type: Case (Field)
93211
competitors, partners, and donors are Publisher: Richard Ivey School of
Title: Advertising: "The Poetry of
integral to developing a plan of action. Business/UWO
Abstract: Agilent Technologies was regarding public relations, especially Supplementary Materials: Teaching
spun off from Hewlett-Packard (HP) in media relations. A key element of its Note, (598099), 16p, by John A. Quelch
an effort to establish a new brand in the philosophy is openness toward the
high-tech industry. The senior director of media, and a major policy is that 907A09
global brand management was reflecting responsible line managers (rather than Title: Air Miles Canada: Rebranding the
on the company's challenges in focusing public relations spokespersons) deal Air Miles Rewards Program
its worldwide marketing effort on the with the media. Major teaching issues Author(s): Chandrasekhar, Ramasastry;
multiple business sectors. Agilent was include consideration of alternative Dawar, Niraj
intended to establish itself as a separate approaches to dealing with the media Publication Date: 11/21/2007
company from HP while still continuing (and their implications), relevant media Revision Date: 04/03/2008
in the HP tradition of excellent customer relations training, and the applicability of Product Type: Case (Field)
service and reliability. Now, with smaller Air Canada's approach in companies Publisher: Richard Ivey School of
advertising and marketing budgets, with less visibility. May be used with: Business/UWO
downsizing of the company, fierce (587126) Air Canada: Organizing for Abstract: Air Miles, the largest third
competitive pricing and service, and an Public Relations and Media Relations party loyalty program in Canada, has
evolution from within Agilent (B): The Manager and the Media. more than nine million subscribers.
Technologies to provide more service Geographic Setting: Canada Competition in the loyalty card market is
and knowledge through its Web site, the Industry Setting: Airline industry heating up with the entry of Aeroplan
marketing and communications Company Size: large and the myriad of proprietary loyalty
challenges have changed since the Subjects: Airlines; Canada; Public programs launched by retailers and
company's introduction. relations other brands, and Air Miles seeks to
Geographic Setting: United States Length: 18p tighten its relationship with customers.
Industry Setting: Service industries Paradoxically, for a data-driven company
Company Size: large 587126 focused on influencing consumers
Event Year Start: 2003 Title: Air Canada: Organizing for Public individually, Air Miles opts to develop
Event Year End: 2003 Relations and Media Relations (B): The and launch a mass advertising campaign
Subjects: Brand management; Manager and the Media to reconnect with consumers, and just as
Business services; Consumer marketing; Author(s): Greyser, Stephen A. importantly, to re-energize internally.
High technology; Management of Publication Date: 02/20/1987 Geographic Setting: Canada
change; Marketing information systems; Product Type: Case (Field) Subjects: NO
Marketing management; Sales Abstract: Describes a major company SUBJECTS(KEYWORDS)
management initiative to expose its managers to Length: 11p
Length: 29p "basics" about media relations. May be Supplementary Materials: Teaching
Supplementary Materials: Teaching used with: (586144) Air Canada: Note, (807A09), 4p, by Ramasastry
Note, (804A04), 6p, by Jeff Saperstein Organizing for Public Relations and Chandrasekhar, Niraj Dawar
Year New: 2004 Media Relations (A).
Geographic Setting: Canada 579057
593067 Industry Setting: Airline industry Title: Airframe Industry (A)
Title: Ahold and AMS: The 1993 Company Size: large Author(s): Shapiro, Benson P.; Moriarty,
Restructuring of AMS and the 1992 AMS Subjects: Airlines; Canada; Public Rowland T., Jr.
Coca-Cola Euro-Promotion relations Publication Date: 10/24/1978
Author(s): Goldberg, Ray A. Length: 9p Revision Date: 07/15/1981
Publication Date: 12/11/1992 Product Type: Case (Library)
Product Type: Case (Field) 593102 Abstract: Focuses on the competition
Abstract: Coca Cola and AMS, under Title: Air Miles among Boeing, McDonnell Douglas,
leadership of Ahold, develop a joint Author(s): Quelch, John A.; Calpin, Lockheed and Airbus Industries for the
promotion in the 1992 Summer Michele commercial jet aircraft market of the
Olympics. An evaluation of the program Publication Date: 05/28/1993 1980s. This market was projected to be
and its significance follows. Revision Date: 07/07/1995 $70 billion. The aircraft manufacturers
Geographic Setting: Europe Product Type: Case (Field) had to commit to a product strategy
Industry Setting: Food industry; Retail Abstract: The chairman and CEO of a three years prior to the time new aircraft
industry U.K.-based frequent buyer travel award would become available. As of 1978,
Company Size: large program is planning on launching in they have three alternatives - continue
Subjects: Beverages; Brands; North America. Management must marketing their current airplanes, modify
International marketing; Joint ventures; determine the marketing strategy to be them, or build completely new airplanes.
Sales promotions used, specifically how the U.K. program May be used with Airframe Industry in
Length: 29p should be altered, whether the U.S. and 1987.
Canadian markets should use the same Industry Setting: Aircraft industry
586144 strategy, and whether grocery retailers Gross Revenues: $70 billion estimated
Title: Air Canada: Organizing for Public or grocery manufacturers should be market
Relations and Media Relations (A) used as sponsors. Subjects: Aircraft; Manufacturing;
Author(s): Greyser, Stephen A.; Eales, Geographic Setting: United States; Multinational corporations; Product
Roy Canada; United Kingdom management; Product positioning
Publication Date: 03/14/1986 Company Size: small Length: 26p
Revision Date: 02/27/1987 Subjects: Airlines; Expansion; Market Supplementary Materials: Supplement
Product Type: Case (Field) entry; Marketing strategy; Sales (Library), (581118), 2p, by Benson P.
Abstract: A highly visible company is promotions Shapiro, ; Supplement (Library),
reviewing its policies and practices Length: 32p
(582116), 1p, by Benson P. Shapiro marketing; Multinational corporations; Industrial markets; International
Product positioning marketing; Multinational corporations;
581118 Length: 1p Product positioning
Title: Airframe Industry (B): Spring Length: 3p
1978 581123
Author(s): Shapiro, Benson P.; Wong Title: Airframe Industry (G): December 582012
KB 1979 Title: Airframe Industry (L): Cumulative
Publication Date: 12/01/1990 Author(s): Shapiro, Benson P.; Wong Aircraft Sales
Product Type: Supplement (Library) KB Author(s): Shapiro, Benson P.; Wong
Abstract: Presents the second in a Publication Date: 12/01/1990 KB
series on the airframe industry. The Product Type: Supplement (Library) Publication Date: 12/01/1990
purpose of the series is to explore Abstract: Part of a series exploring Product Type: Supplement (Library)
competitive evolution and its relationship competitive evolution and its relationship Abstract: Part of a lengthy series of
to product policy. Must be used with: to product policy. cases tracing the evolution of
(579057) Airframe Industry (A). Industry Setting: Aircraft industry competition and marketing in the
Industry Setting: Aircraft industry Subjects: Aircraft; Competition; airframe industry. Provides cumulative
Subjects: Aircraft; Competition; Industrial markets; International sales through 1980 for the major
Industrial markets; International marketing; Multinational corporations; competitors.
marketing; Multinational corporations; Product positioning Industry Setting: Aircraft industry
Product positioning Length: 2p Subjects: Aircraft; Competition; Industry
Length: 2p analysis; Marketing strategy; Product
581124 planning & policy; Product positioning
581119 Title: Airframe Industry (H): December Length: 2p
Title: Airframe Industry (C): Summer 1980
1978 Author(s): Shapiro, Benson P.; Wong 582013
Author(s): Shapiro, Benson P.; Wong KB Title: Airframe Industry (M): Aircraft
KB Publication Date: 12/01/1990 Profiles (as of September 1978)
Publication Date: 12/01/1990 Product Type: Supplement (Library) Author(s): Shapiro, Benson P.; Wong
Product Type: Supplement (Library) Abstract: Part of a series exploring KB
Abstract: Part of a series exploring competitive evolution and its relationship Publication Date: 12/01/1990
competitive evolution and its relationship to product policy. Product Type: Supplement (Library)
to product policy. Industry Setting: Aircraft industry Abstract: Part of a lengthy series of
Industry Setting: Aircraft industry Subjects: Aircraft; Competition; cases tracing the evolution of
Subjects: Aircraft; Competition; Industrial markets; International competition and marketing in the
Industrial markets; International marketing; Multinational corporations; airframe industry. Provides a "product
marketing; Multinational corporations; Product positioning space" map as of September 1978.
Product positioning Length: 2p Industry Setting: Aircraft industry
Length: 2p Subjects: Aircraft; Competition; Industry
581125 analysis; Marketing strategy; Product
581121 Title: Airframe Industry (I): December planning & policy; Product positioning
Title: Airframe Industry (E): Fall 1979 1980 Length: 1p
Author(s): Shapiro, Benson P.; Wong Author(s): Shapiro, Benson P.; Wong
KB KB 582014
Publication Date: 12/01/1990 Publication Date: 12/01/1990 Title: Airframe Industry (N): Aircraft
Product Type: Supplement (Library) Product Type: Supplement (Library) Profiles (as of September 1980)
Abstract: Part of a series exploring Abstract: Part of a series exploring Author(s): Shapiro, Benson P.; Wong
competitive evolution and its relationship competitive evolution and its relationship KB
to product policy. to product policy. Publication Date: 12/01/1990
Industry Setting: Aircraft industry Industry Setting: Aircraft industry Product Type: Supplement (Library)
Subjects: Aircraft; Competition; Subjects: Aircraft; Competition; Abstract: Part of a lengthy series tracing
Industrial markets; International Industrial markets; International the evolution of competition and
marketing; Multinational corporations; marketing; Multinational corporations; marketing in the airframe industry.
Product positioning Product positioning Provides a "product space" map as of
Length: 2p Length: 2p September 1980.
Industry Setting: Aircraft industry
581122 581126 Subjects: Aircraft; Competition; Industry
Title: Airframe Industry (F): Fall 1979 Title: Airframe Industry (J): December analysis; Marketing strategy; Product
Author(s): Shapiro, Benson P.; Wong 1980 planning & policy; Product positioning
KB Author(s): Shapiro, Benson P.; Wong Length: 1p
Publication Date: 12/01/1990 KB
Product Type: Supplement (Library) Publication Date: 12/01/1990 582116
Abstract: Part of a series exploring Product Type: Supplement (Library) Title: Airframe Industry (O): December
competitive evolution and its relationship Abstract: Part of a series exploring 1981
to product policy. competitive evolution and its relationship Author(s): Shapiro, Benson P.
Industry Setting: Aircraft industry to product policy. Publication Date: 12/01/1990
Subjects: Aircraft; Competition; Industry Setting: Aircraft industry Product Type: Supplement (Library)
Industrial markets; International Subjects: Aircraft; Competition; Abstract: Part of a lengthy series of
cases tracing the evolution of knew that any decision he made would Gross Revenues: $182 million sales
competition and marketing in the likely alienate some of his customers. Subjects: Advertising; Consumer goods;
airframe industry. Describes important Nevertheless, Abildgaard pressed ahead Consumer marketing; Market research;
events taking place in the last half of in his effort and had to decide which Marketing strategy; Product
1981 including Lockheed's exit from the brands to discontinue. development
business. Must be used with: (579057) Geographic Setting: Europe Length: 23p
Airframe Industry (A). Industry Setting: Paint & coatings
Industry Setting: Aircraft industry industry 509079
Subjects: Aircraft; Competition; Industry Number of Employees: 86,000 Title: Alberto-Culver Co.: Subdue
analysis; Marketing strategy; Product Gross Revenues: $14.5 billion Author(s): Levitt, Theodore; Gale C
planning & policy; Product positioning revenues Publication Date: 10/01/1963
Length: 1p Subjects: Brands; Decision making; Revision Date: 01/01/1977
Marketing management; Marketing Product Type: Case (Field)
588014 strategy Abstract: A fast-growing manufacturer
Title: Airframe Industry in 1987 Length: 24p of toiletry goods for the mass consumer
Author(s): Moriarty, Rowland T., Jr.; NEW market is considering the introduction of
Moran, Ursula H. a medicated shampoo to its line. Used to
Publication Date: 09/18/1987 598018 appraise the processes in creating and
Product Type: Case (Library) Title: Aladdin Knowledge Systems introducing a new mass consumer
Abstract: Describes the activities of Author(s): Quelch, John A.; Root, Robin product and to demonstrate the
Airbus, Boeing, and McDonnell Douglas Publication Date: 07/14/1997 application of brand management.
in the commercial airframe industry in Revision Date: 02/24/1998 Geographic Setting: Chicago, IL
1987. The issues in 1987 are product Product Type: Case (Field) Industry Setting: Personal care
policy decisions in the 150-seat short Abstract: The founder, president, and products
range segment of the market and the CEO of a leading software security Gross Revenues: $100 million sales
350-seat long range "junior jumbo" company has just announced the $5.1 Event Year Start: 1962
segment. These decisions will shape the million cash acquisition of a key Event Year End: 1962
industry into the 1990s and beyond. competitor. As a result, his company Subjects: Advertising media; Brands;
Industry Setting: Aircraft industry becomes the market share leader in Consumer goods; Consumer marketing;
Subjects: Aircraft; Competition; Europe and number two in the United Pricing; Product introduction; Product
Industrial markets; International States. But now, he and the rest of the management; Product planning & policy
marketing; Multinational corporations; management team have to determine Length: 27p
Product positioning whether and how to integrate the
Length: 5p worldwide marketing, sales, and 583034
distribution of the firm's two overlapping Title: Alcan Aluminum Corp.: Building
IMD047 software security product lines. Products Division
Title: Akzo Nobel UK: Managing the Geographic Setting: Israel; Germany; Author(s): Bonoma, Thomas V.;
Brand Portfolio United States Carlson, Karen A.
Author(s): Kumar, Nirmalya; Rogers, Industry Setting: Software industry Publication Date: 11/01/1982
Brian Number of Employees: 80 Revision Date: 05/01/1985
Publication Date: 01/01/2000 Gross Revenues: $20 million revenues Product Type: Case (Field)
Revision Date: 03/18/2003 Subjects: Acquisitions; International Abstract: Alcan Aluminum Corp., the
Product Type: Case (Field) marketing; Marketing management; lowest cost producer of aluminum in the
Publisher: IMD - International Institute Software world, was confronted with the use of
for Management Development Length: 19p vinyl which, because it was cheaper to
Abstract: In June 1999, Leif Abildgaard, Supplementary Materials: Teaching produce, had made substantial inroads
the managing director of Akzo Nobel UK, Note, (598071), 10p, by Das into the siding market. Due to vinyl's
faced a difficult decision: he had to Narayandas increasing popularity, Alcan authorized a
figure out how to revive the company's vinyl siding operation in 1980. The vinyl
trade business. Akzo Nobel UK had two 573069 siding was to be sold only defensively,
principal lines of business: the retail Title: Alberto-Culver Co.: Calm 2 that is, to distributors who would
business, which sold paint to the Author(s): Marshall, Martin V.; Clarke, otherwise drop Alcan's aluminum line.
domestic, do-it-yourself market, and the Robert N. John Edwards, president of Alcan's
trade business, which sold paint to Publication Date: 06/01/1973 building products division, wonders how
professionals using a network of Product Type: Case (Field) to effectively manage the placement of
traditional paint merchants, builders Abstract: A successful fast-growing vinyl siding along with aluminum to
merchants, and the company's own manufacturer of toiletries and mass distributors.
distribution outlets. Abildgaard, along market goods is considering the Geographic Setting: Cleveland, OH
with some of his more senior managers, rejuvenation of an existing product, Calm Industry Setting: Aluminum industry
decided in 1999 to reduce the number of aerosol spray powder antiperspirant. Company Size: large
brands in the trade business portfolio. Case is used to appraise the processes Gross Revenues: $5 billion sales
Although Akzo Nobel had successfully in recreating and reintroducing a mass Subjects: Conflict; Marketing
reduced the number of brands in its consumer product and to demonstrate implementation; Planning; Sales
retail business portfolio, no attempt had the particular marketing strategy management
ever been made to drop brands from the employed by the Alberto-Culver Co. Length: 20p
trade portfolio. Because the trade Geographic Setting: Chicago, IL Supplementary Materials: Teaching
business consisted of professionals who Industry Setting: Cosmetic; Personal Note, (583143), 24p, by Thomas V.
tended to be brand loyal, Abildgaard care products
Bonoma, Karen A. Carlson Evolution of an Italian Design Factory 578198

(A). Title: Alfa-Laval: Farm Equipment
504018 Geographic Setting: Italy Division (A)
Title: Alessi: Evolution of an Italian Industry Setting: Consumer products Author(s): Wiechmann, Ulrich E.;
Design Factory (A) Number of Employees: 400 Gillespie, Kate
Author(s): Moon, Youngme; Dessain, Gross Revenues: $100 million Publication Date: 05/01/1978
Vincent; Sjoman, Anders eurodollars Revision Date: 08/01/1981
Publication Date: 09/02/2003 Event Year Start: 2003 Product Type: Case (Field)
Revision Date: 01/29/2004 Event Year End: 2003 Abstract: Alfa-Laval is about to enter
Product Type: Color Case Subjects: Brands; Consumer goods; final negotiations with the Polish Foreign
Abstract: Alessio Alessi, head of Consumer marketing; Creativity; Design Trade Organization (FTO) concerning a
distribution at family-run Alessi S.p.A., is management; Distribution channels; licensing agreement for Alfa-Laval's line
facing price and brand confusion among Europe; Family owned businesses; Italy; of milking machine equipment.
customers and is considering Product development; Sales strategy Considers the interests of Alfa-Laval, the
reorganizing Alessi's worldwide network Length: 6p FTO, and Alfa-Laval's competitors. The
of distributors. By describing the Supplementary Materials: Teaching student is asked to prepare Alfa-Laval's
challenges facing Alessi, an Note, (506057), 11p, by Youngme Moon stand in the negotiations.
internationally acclaimed design and Year New: 2004 Geographic Setting: Sweden; Poland
manufacturing company of household Industry Setting: Agriculture industry
objects for the table and kitchen, the 504020 Company Size: large
case examines consumer marketing and Title: Alessi: Evolution of an Italian Subjects: Industrial markets;
distribution in general, as applied in the Design Factory (C) International trade; Machinery; Marketing
niche market of highly designed Author(s): Moon, Youngme; Dessain, management; Multinational corporations;
household goods for an Italian design Vincent; Sjoman, Anders Negotiations
factory. Includes color exhibits. Publication Date: 09/02/2003 Length: 11p
Geographic Setting: Italy Revision Date: 02/02/2004
Industry Setting: Consumer products Product Type: Supplement (Field) 578199
Number of Employees: 400 Abstract: Supplements the (A) case. Title: Alfa-Laval: Farm Equipment
Gross Revenues: $100 million Must be used with: (504018) Alessi: Division (B)
eurodollars Evolution of an Italian Design Factory Author(s): Wiechmann, Ulrich E.
Event Year Start: 2003 (A). Publication Date: 05/01/1978
Event Year End: 2003 Geographic Setting: Europe; Italy Product Type: Case (Field)
Subjects: Brands; Consumer goods; Industry Setting: Consumer products Abstract: Reveals the outcome of the
Consumer marketing; Design Subjects: Brands; Consumer goods; final negotiations between Alfa-Laval
management; Distribution channels; Consumer marketing; Design and the Polish FTO. In 1974, the FTO is
Europe; Family owned businesses; Italy; management; Distribution channels; interested in another licensing
Product development; Sales strategy Europe; Family owned businesses; Italy; agreement for a more advanced product
Length: 15p Product development; Sales strategy line. The student is asked to evaluate the
Supplementary Materials: Supplement Length: 9p new situation in light of two years'
(Field), (504020), 9p, by Youngme Supplementary Materials: Teaching experience and change.
Moon, Vincent Dessain, Anders Sjoman; Note, (506057), 11p, by Youngme Moon Geographic Setting: Sweden; Poland
Supplement (Field), (504022), 3p, by Year New: 2004 Industry Setting: Agriculture industry
Youngme Moon, Vincent Dessain, Company Size: large
Anders Sjoman; Color Case, (504019), 504022 Subjects: Industry analysis;
6p, by Youngme Moon, Vincent Dessain, Title: Alessi: Evolution of an Italian International trade; Machinery; Marketing
Anders Sjoman; Teaching Note, Design Factory (D) management; Multinational corporations;
(506057), 11p, by Youngme Moon Author(s): Moon, Youngme; Dessain, Negotiations
Year New: 2004 Vincent; Sjoman, Anders Length: 3p
504019 Revision Date: 01/29/2004 9-183-9C
Title: Alessi: Evolution of an Italian Product Type: Supplement (Field) Title: All Customers are not Created
Design Factory (B) Abstract: Supplements the (A) case. Equal, FSS
Author(s): Moon, Youngme; Dessain, Must be used with: (504018) Alessi: Author(s): Lattin, James M.
Vincent; Sjoman, Anders Evolution of an Italian Design Factory Publication Date: 06/16/2008
Publication Date: 09/02/2003 (A). Product Type: HBS Courseware
Revision Date: 02/02/2004 Geographic Setting: Europe; Italy Abstract: How are customers unique?
Product Type: Color Case Industry Setting: Consumer products How can we determine customer value?
Abstract: Since the 1970s, world- Subjects: Brands; Consumer goods; What are the implications of these
renowned architect and designer, Consumer marketing; Design customer differences for marketers? In
Alessandro Mendini, has acted as management; Distribution channels; this presentation, Professor James M.
adviser and counselor to Alessi, the Europe; Family owned businesses; Italy; Lattin presents his model for revealing
Italian household goods design factory. Product development; Sales strategy the hidden dynamics of customer
By discussing Mendini's role as art Length: 3p relationships over time. He applies this
director, the case introduces the artistic Supplementary Materials: Teaching model to the donation behavior of
side of Alessi, where design ambitions Note, (506057), 11p, by Youngme Moon university alumni, describes a logic for
need to be balanced with business Year New: 2004 allocating marketing dollars across
considerations. Includes color exhibits. unequal customers, and reflects on the
May be used with: (504018) Alessi: implications for marketing practice in
general. As a result, most competition in this Product Type: Case (Field)

Subjects: NO market centers around advertising Abstract: In July of 1985 the managers
SUBJECTS(KEYWORDS) campaigns designed to differentiate of Alloy Rods (who recently purchased
Length: 49 min between increasingly generic beers. the company through a leveraged buyout
Year New: 2007 Although the concepts of path arrangement) find that their chief
dependency, switching costs, and lock-in competitor (a company more than 6
U9612C have been employed principally in times as large as Alloy Rods) has
Title: All You Need to Know About studies discussing technology introduced a new product clearly aimed
Making Money on the Internet--at Least standards, these ideas may be usefully at Alloy's most profitable market
as of This Month extended to consumer branded segment. Management must frame a
Author(s): Billington, Jim products, including foods and response, and a prime focus of the battle
Publication Date: 12/01/1996 beverages. will be among distributors. Provides an
Product Type: Harvard Management Geographic Setting: United States excellent vehicle for comparing very
Update Article Industry Setting: Beer different channel strategy and channel
Abstract: While the conventional Subjects: NO management philosophies, and also
wisdom about using the Internet for profit SUBJECTS(KEYWORDS) confronts students with the necessity of
changes monthly, there are two Length: 8p developing implementable marketing
potentially enduring truths: 1) the Year New: 2005 programs within the context of a
Internet allows unprecedented, direct financially-constrained organization.
access to individual customers for F00301 Geographic Setting: United States
business; and 2) the key to making Title: The All-in-One Market Industry Setting: Welding
money on the Internet is to focus on Author(s): Nunes, Paul F.; Wilson, Company Size: mid-size
customer relationships, not on Diane; Kambil, Ajit Gross Revenues: $60 million assets
technology for technology's sake. There Publication Date: 05/01/2000 Subjects: Distribution channels;
are four possible roles that a company Product Type: Harvard Business Distribution planning; Industrial markets;
can take to create a one-on-one Review Article Marketing implementation; Marketing
relationship with its customers online: Abstract: Most companies have only management; Sales promotions
the guide (the salesperson as been able to sell goods in one way. Length: 23p
consultant), guiding the customer Now, with the Internet, a single site can Supplementary Materials: Teaching
through a transaction; the customizer, offer many different transaction Note, (588076), 12p, by Frank V.
tailoring a product to the individual methods. Cespedes
consumer; the community participant, Subjects: Electronic commerce;
reaching customers through participation Internet; Market structure; Sales strategy 500048
in an organization of electronic Length: 2p Title: Alloy.com: Marketing to
communities; and the coordinator or Generation Y
architect, exploiting technology to bring 585159 Author(s): Deighton, John; McWilliams,
together different businesses and Title: Allied Van Lines, Inc. Gil
services to meet customer needs. The Author(s): Greyser, Stephen A.; Publication Date: 01/05/2000
overarching theme is that technology is Henderson, Caroline M. Revision Date: 06/20/2000
only a tool; the real pay dirt here is the Publication Date: 02/22/1985 Product Type: Case (Field)
customer. Revision Date: 05/16/1986 Abstract: A profitable dot com
Industry Setting: Information services Product Type: Case (Field) company? Alloy.com retails clothing to
Subjects: Customer relations; Electronic Abstract: Allied is deciding whether to teens by catalog. Alloy uses a Web site
commerce; Information services; use a new television advertising to convert prospects and build
Internet; Marketing strategy campaign. Extensive consumer research community. The result is a business with
Length: 2p provides a basis for formulating creative the economics of a direct marketer and
List Price: $4.50 and media decisions, as well as the market capitalization of an Internet
determining the advertising budget. start-up. The case presents the decision
BH146 Illustrates the use of a field experiment of whether to partner with AOL or to
Title: The All-American Beer: A Case of to test the effectiveness of the proposed persevere with the current mix of
Inferior Standard (Taste) Prevailing? campaign. customer acquisition methods.
Author(s): Choi, David Y.; Stack, Martin Geographic Setting: Chicago, IL Geographic Setting: New York, NY
H. Industry Setting: Moving & storage Industry Setting: Apparel industry;
Publication Date: 01/15/2005 industries Retail industry
Product Type: Business Horizons Company Size: mid-size Number of Employees: 100
Article Gross Revenues: $200 million sales Gross Revenues: $20 million revenues
Publisher: Business Horizons/Indiana Subjects: Advertising campaigns; Subjects: Direct marketing; Electronic
University Advertising media; Air freight service; commerce; Entrepreneurship; Internet;
Abstract: America's preference for Consumer marketing; Market research; Marketing management
homogeneous, bland-tasting beer may Trucking Length: 14p
have been largely derived not from an Length: 44p Supplementary Materials: Teaching
efficient, market-clearing equilibrium, but Note, (501043), 10p, by John Deighton
from a series of interesting historical 586046
processes and events. Argues that the Title: Alloy Rods Corp. 508033
U.S. market may have become locked in Author(s): Cespedes, Frank V.; Title: Alltech...naturally
a suboptimal equilibrium in which most Hattemer, Ellen R. Author(s): Bell, David E.; Shelman,
consumers are no longer familiar with Publication Date: 04/29/1986 Mary
the full range of what beer is and can be. Revision Date: 05/31/1989 Publication Date: 12/12/2007
Revision Date: 04/14/2008 Product Type: Supplement (Field) 588078

Product Type: Case (Field) Publisher: IMD - International Institute Title: Amalgamated Aluminum Pigments
Abstract: Entrepreneur Pearse Lyons for Management Development Division: The Technical Service
had built Alltech into the fastest growing Abstract: Supplements the (A) case. Conundrum
company in the global animal health Must be used with: (IMD053) Alto Author(s): Shapiro, Benson P.
industry through innovative technology, Chemicals Europe (A). Publication Date: 06/29/1988
creative marketing, and strong branding. Geographic Setting: Europe Revision Date: 02/28/1989
Sel-Plex, a proprietary Alltech product, Industry Setting: Chemical industry Product Type: Case (Gen Exp)
had shown important health benefits for Subjects: Europe; Implementation; Abstract: Raises important issues about
animals and humans. Although Leadership; Management of change; customer technical service. The R&D
numerous branded selenium-enriched Marketing planning; Marketing strategy; and sales departments are attempting to
products were being sold in Matrix organization; Sales organization decide how much technical service to
supermarkets around the world, the Length: 3p provide to competing customers, and
company's current business model Supplementary Materials: Teaching what form of technical service. Customer
(selling Sel-Plex as an ingredient) did Note, (IMD056), 9p, by Kamran Kashani confidentiality, international support, and
not allow it to participate in the value NEW product liability are among the issues
created. Lyons and Alltech's directors raised.
must choose between three different IMD055 Geographic Setting: United States
options for Sel-Plex, which include Title: Alto Chemicals Europe (C) Industry Setting: Chemical industry
continuing with the current strategy, Author(s): Kashani, Kamran Company Size: large
partnering with animal producers, or Publication Date: 01/01/1995 Subjects: Chemicals; Customer
marketing Sel-Plex directly to consumers Revision Date: 01/06/2003 relations; Customer service; Industrial
in tablet form. Product Type: Supplement (Field) markets; Interdepartmental relations;
Number of Employees: 1900 Publisher: IMD - International Institute Research & development; Sales
Event Year Start: 2007 for Management Development strategy; Services
Event Year End: 2007 Abstract: Supplements the (A) case. Length: 3p
Subjects: NO Must be used with: (IMD053) Alto
SUBJECTS(KEYWORDS) Chemicals Europe (A). 581149
Length: 30p Geographic Setting: Europe Title: Amalgamated Foods:
Year New: 2007 Industry Setting: Chemical industry Implementation of a Marketing Decision
Subjects: Europe; Implementation; Support System
IMD053 Leadership; Management of change; Author(s): Clarke, Darrel G.; Nichols J
Title: Alto Chemicals Europe (A) Marketing planning; Marketing strategy; Publication Date: 05/04/1981
Author(s): Kashani, Kamran Matrix organization; Sales organization Revision Date: 09/11/1986
Publication Date: 01/01/1995 Length: 3p Product Type: Case (Field)
Revision Date: 01/06/2003 Supplementary Materials: Teaching Abstract: Amalgamated Foods has
Product Type: Case (Field) Note, (IMD056), 9p, by Kamran Kashani dropped one decision support system in
Publisher: IMD - International Institute NEW favor of another. The second system is
for Management Development much less expensive to run (due to
Abstract: Describes the revised 589035 computer fees), but is less "user
marketing strategy for a commodity Title: Amalgamated Aluminum Alloy friendly." What changes in organization
chemical and the resulting salesforce Division training and support must be made to
opposition that confronts a new Author(s): Shapiro, Benson P. make the decision a good one?
marketing manager. The changes in the Publication Date: 09/23/1988 Geographic Setting: United States
strategy aim for: margin improvement, Revision Date: 02/27/1989 Industry Setting: Packaged food
new segmentation, centralized decision Product Type: Case (Gen Exp) industry
making, and pan-European optimization. Abstract: The Alloy Division of Gross Revenues: $4 billion sales
A 1993 ECCH award winner. This is a Amalgamated Aluminum has a new Subjects: Computer systems; Food;
revised version of an earlier case. lower cost product in its high strength Information systems; Marketing planning
Geographic Setting: Europe alloy line. The product is patented and Length: 19p
Industry Setting: Chemical industry comparable to earlier, more costly Supplementary Materials: Supplement
Subjects: Europe; Implementation; products. The primary issue is pricing, in (Note), (582086), 4p, by Darrel G.
Leadership; Management of change; particular "customer oriented" pricing. Clarke,
Marketing planning; Marketing strategy; There are important ethical overtones to
Matrix organization; Sales organization the case. 582086
Length: 13p Geographic Setting: United States Title: Amalgamated Foods:
Supplementary Materials: Supplement Industry Setting: Aluminum industry; Implementation of a Marketing Decision
(Field), (IMD054), 3p, by Kamran Fabricated metals Support System, Addendum
Kashani; Supplement (Field), (IMD055), Company Size: large Author(s): Clarke, Darrel G.; Nickols J
3p, by Kamran Kashani; Teaching Note, Subjects: Customer relations; Ethics; Publication Date: 01/04/1982
(IMD056), 9p, by Kamran Kashani New product marketing; Pricing; Product Revision Date: 07/30/1984
NEW lines Product Type: Supplement (Note)
Length: 5p Abstract: Provides cost estimates of the
IMD054 Supplementary Materials: Teaching development of a marketing decision
Title: Alto Chemicals Europe (B) Note, (591121), 13p, by Benson P. support system. Developed to provide
Author(s): Kashani, Kamran Shapiro, John A. Quelch, N. Craig Smith some industry background. Must be
Publication Date: 01/01/1995 used with: (581149) Amalgamated
Revision Date: 01/06/2003 Foods: Implementation of a Marketing
Decision Support System. Silk, Steven C. Michael Market segmentation; Pricing; Pricing
Industry Setting: Food industry strategy
Subjects: Computer systems; Food; 594001 Length: 4p
Information systems; Marketing planning Title: American Airlines' Value Pricing
Length: 4p (A) 595037
Author(s): Silk, Alvin J.; Michael, Steven Title: American Airlines' Value Pricing
579182 C. (C)
Title: Amana Microwave Ovens Publication Date: 08/11/1993 Author(s): Silk, Alvin J.; Harper, Jamie
Author(s): Buzzell, Robert D.; Revision Date: 05/11/1994 Publication Date: 10/11/1994
Wiersema, Frederik D. Product Type: Case (Library) Product Type: Supplement (Library)
Publication Date: 03/01/1979 Abstract: In April 1992, American Abstract: Designed as a follow-up to
Revision Date: 07/30/1984 Airlines launched "Value Pricing" -- a American Airlines' Value Pricing (A).
Product Type: Case (Library) radical simplification of the complex Must be used with: (594001) American
Abstract: Describes Amana's position pricing structure that had evolved over Airlines' Value Pricing (A).
and strategies in the microwave oven more than a decade following Subjects: Airlines; Competition;
market and evaluates its competitive deregulation of the U.S. domestic airline Consumer marketing; Demand analysis;
thrust in this growth area. May be used industry. American expected that the Market segmentation; Pricing; Pricing
with: (579185) Note on the Microwave new pricing structure would benefit strategy
Oven Industry. consumers and restore profitability to Length: 8p
Geographic Setting: United States both American and the industry as a
Industry Setting: Microwave whole. The critical issue raised is: 593042
Company Size: large Would American's bold initiative work? Title: American Airlines, Inc.: Proposal
Subjects: Appliances; Competition; Geographic Setting: United States for a Three-Class Transcon Service
Consumer goods; Growth strategy; Industry Setting: Airline industry Author(s): Dhebar, Anirudh
Marketing strategy Company Size: large Publication Date: 10/13/1992
Length: 18p Number of Employees: 116,000 Revision Date: 06/22/1994
Supplementary Materials: Teaching Gross Revenues: $12.9 billion Product Type: Case (Field)
Note, (585126), 4p, by Robert D. Buzzell revenues Abstract: American Airlines, Inc., the
Subjects: Airlines; Competition; largest airline in the United States, is
504S16 Consumer marketing; Demand analysis; considering a proposal to enhance its
Title: American Airlines' Value Pricing Market segmentation; Pricing; Pricing flagship New York JFK - Los Angeles
(A), Spanish Version strategy transcontinental service from a two-class
Author(s): Silk, Alvin J. Length: 24p (first and coach) to a three-class (first,
Publication Date: 08/11/1993 Supplementary Materials: Supplement business, and coach) product. The
Revision Date: 05/11/1994 (Library), (594019), 4p, by Alvin J. Silk, proposal was originated by the
Product Type: LACC Case Steven C. Michael; Supplement marketing group, and is motivated by
Abstract: In April 1992, American (Library), (595037), 8p, by Alvin J. Silk, considerations of competition, freqent-
Airlines launched "Value Pricing" -- a Jamie Harper flyer upgrade policies, product
radical simplification of the complex BESTSELLER consistency, and demand stimulation (for
pricing structure that had evolved over domestic business-class travel). While
more than a decade following 507S12 the new product would be consistent
deregulation of the U.S. domestic airline Title: American Airlines' Value Pricing with American's international product, it
industry. American expected that the (B), Spanish Version would be inconsistent with the rest of the
new pricing structure would benefit Author(s): Silk, Alvin J.; Michael, Steven domestic product. More important, it
consumers and restore profitability to C. would require an expensive aircraft
both American and the industry as a Publication Date: 07/28/1993 reconfiguration and the isolation of the
whole. The critical issue raised is: Product Type: LACC Supplement JFK-LAX fleet from the rest of
Would American's bold initiative work? Abstract: Supplements the (A) case. American's fleet--at a considerable loss
Teaching Purpose: Expose students to Must be used with: (504S16) American of flexibility.
issues encountered in exercising price Airlines' Value Pricing (A), Spanish Geographic Setting: Dallas, TX; Fort
leadership to switch industry practice Version. Worth, TX
from a complex structure of differential Subjects: NO Industry Setting: Aviation industry
prices and promotions to a simplified, SUBJECTS(KEYWORDS) Company Size: large
everyday-low-pricing structure. Length: 5p Gross Revenues: $11 billion revenues
Geographic Setting: United States Subjects: Airlines; Marketing
Industry Setting: Airline industry 594019 management; Pricing; Product design;
Company Size: large Title: American Airlines' Value Pricing Product lines; Product planning & policy
Number of Employees: 116,000 (B) Length: 19p
Gross Revenues: $12.9 billion Author(s): Silk, Alvin J.; Michael, Steven Supplementary Materials: Teaching
revenues C. Note, (594025), 18p, by Anirudh Dhebar
Subjects: Airlines; Competition; Publication Date: 07/28/1993
Consumer marketing; Demand analysis; Revision Date: 05/11/1994 599109
Market segmentation; Pricing; Pricing Product Type: Supplement (Library) Title: The American Basketball League:
strategy Abstract: Supplements the (A) case. The Last Chapter
Length: 25p Must be used with: (594001) American Author(s): Greyser, Stephen A.; Smyth,
Supplementary Materials: LACC Airlines' Value Pricing (A). Elizabeth E.
Supplement, (507S12), 5p, by Alvin J. Subjects: Airlines; Competition; Publication Date: 06/25/1999
Consumer marketing; Demand analysis; Revision Date: 08/10/2004
Product Type: Case (Library) Product Type: Video the "Truth" campaign, a campaign that
Abstract: Provides information on the Abstract: This product contains twelve they know is working. Includes color
demise of the American Basketball advertising clips that illustrate the exhibits.
League (ABL) in December 1998. evolution of the American Express Card Geographic Setting: United States
Reviews the League's attendance, over a fifty year period. Industry Setting: Advertising industry;
television activity, and competitive Subjects: NO Health care industry
positioning versus the Women's National SUBJECTS(KEYWORDS) Number of Employees: 50
Basketball Association (WNBA). In Length: 12p Gross Revenues: $300 million
conjunction with earlier cases on the List Price: $150.00 revenues
ABL and the WNBA, students are asked Event Year Start: 2003
to assess the reasons why the league 591033 Event Year End: 2003
was not financially successful. A Title: American Heart Association's Subjects: Advertising; Communication;
chronology of the ABL's history is Heartguide Consumer marketing; Ethics; Health
included. May be used with: (599031) Author(s): Goldberg, Ray A.; Shaner, care; Market segmentation; Nonprofit
Women's Professional Basketball and Janet marketing
the American Basketball League. Publication Date: 09/24/1990 Length: 28p
Geographic Setting: United States Product Type: Case (Field) Supplementary Materials: Teaching
Industry Setting: Sports industry Abstract: The American Heart Note, (506056), 8p, by Youngme Moon
Subjects: Competition; Consumer Association created a label with the Year New: 2005
marketing; Sports; Women cooperation of the food industry that
Length: 2p identified low cholesterol and fat that 593038
would be beneficial for a healthy heart. Title: American Mobile Satellite Corp.
591043 Geographic Setting: United States Author(s): Cespedes, Frank V.; Goode,
Title: American Cyanamid Industry Setting: Health care industry; Laura
Author(s): Goldberg, Ray A.; O'Keefe, Food industry Publication Date: 11/02/1992
Edmund Subjects: Food; Health Revision Date: 05/12/1993
Revision Date: 02/04/1997 Supplementary Materials: Supplement Abstract: American Mobile Satellite
Product Type: Case (Field) (Pub Mat), (591057), 3p, by Ray A. Corp. (AMSC) has a license to provide
Abstract: American Cyanamid has one Goldberg, Edmund O'Keefe wireless mobile communications via
of the most successful plant protection satellite throughout the United States
and animal health divisions in the world. 591057 and 200 miles of coastal waters. The first
How to develop a strategy for the 1990s Title: American Heart Association's satellite launch is scheduled for 1994
that will take advantage of their new Heartguide, Supplement and, in the interim, AMSC is providing
plant and general technology Author(s): Goldberg, Ray A.; O'Keefe, limited services via another company's
domestically and globally and at the Edmund satellites. In mid-1992, AMSC's
same time develop a delivery system Publication Date: 12/19/1990 president is making decisions
that responds to the increasing Product Type: Supplement (Pub Mat) concerning AMSC's marketing program,
sophistication of the farmer/purchaser is Abstract: Discusses recent news items including the nature of distribution
the essence of the case. that link food to health, nutrition, and the channels for AMSC services and
Geographic Setting: Global environment. Must be used with: whether to add high-speed data
Industry Setting: Agribusiness (591033) American Heart Association's capabilities to AMSC's product line. A
Company Size: Fortune 500 Heartguide. key tension in this case involves the
Gross Revenues: $5 billion revenues Industry Setting: Food industry need to maximize capacity utilization of
Subjects: Agribusiness; Industrial Subjects: Food; Health AMSC's satellite (via multiple services
markets; International marketing Length: 3p and distribution channels) versus the
Length: 24p need to focus limited engineering and
other product-development resources in
504014
9-509-720 a young, resource-constrained company.
Title: American Legacy: Beyond the
Title: The American Express Card; Illustrates the interdependent nature of
Truth Campaign
Twelve Ad Clips, Video (DVD) product policy, channel, and sales-
Author(s): Moon, Youngme; Herman,
Author(s): Quelch, John A. strategy decisions, while also illustrating
Kerry
Publication Date: 12/01/2008 typical differences between
Product Type: Video marketing/sales and product
Abstract: This product contains twelve development/engineering in an
Product Type: Color Case
advertising clips that illustrate the emerging, technology-sensitive
Abstract: The hard-hitting "Truth"
evolution of the American Express Card marketplace.
campaign has been one of the most
over a fifty year period. Geographic Setting: United States
successful antismoking initiatives in
Subjects: NO Industry Setting: Telecommunications
history. The focus of the "Truth"
SUBJECTS(KEYWORDS) industry
campaign is to dissuade teenagers from
Length: 12 min Subjects: Distribution channels;
smoking. The sponsor of the campaign,
List Price: $150.00 Marketing implementation; Marketing
the American Legacy Foundation, is now
organization; Marketing strategy;
trying to decide whether to readjust its
Product management; Sales
9-509-721 priorities and focus on what it calls "the
management; Telecommunications
Title: The American Express Card; other side of the equation"--encouraging
Length: 23p
Twelve Ad Clips, Video (VHS) already-addicted adult smokers to quit
Supplementary Materials: Teaching
Author(s): Quelch, John A. smoking. However, the only way to do
Note, (593116), 16p, by Frank V.
Publication Date: 12/01/2008 this is by diverting resources away from
Cespedes chooses licensing, there are many sub- Nathalie

issues to consider. May be used with: Publication Date: 08/07/2003
595020 (579094) Amicon Corp. (B); (579095) Product Type: Case (Field)
Title: American Rice, Inc. in Vietnam Amicon Corp. (C). Abstract: Amnesty International is a
Author(s): Goldberg, Ray A.; Travis, Geographic Setting: Massachusetts nonprofit human rights advocacy
Quintus Industry Setting: Blood & plasma organization. Describes the challenges
Publication Date: 11/15/1994 Company Size: small facing the organization and the role of
Product Type: Case (Field) Gross Revenues: $20 million sales branding.
Abstract: Describes the first major joint Subjects: Distribution channels; Health Geographic Setting: United Kingdom
venture between a U.S. and Vietnam services; Licensing; Medical supplies; Number of Employees: 450
rice company with reqard to the world Negotiations; Patents; Technological Gross Revenues: $140 million
rice trade. What are the opportunities change revenues
and what are the challenges? Length: 20p Event Year Start: 2003
Geographic Setting: Global Supplementary Materials: Teaching Event Year End: 2003
Industry Setting: Rice Note, (583100), 17p, by E. Raymond Subjects: Brand management; Brands;
Number of Employees: 1,000 Corey, Noel Capon Nonprofit organizations; Social
Gross Revenues: $60 million revenues enterprise; United Kingdom
Subjects: Agribusiness; Joint ventures; 579094 Length: 26p
Southeast Asia Title: Amicon Corp. (B) NEW
Length: 29p Author(s): Corey, E. Raymond; Capon,
Noel 507070
587044 Publication Date: 11/01/1978 Title: AmorePacific
Title: Amerisource Revision Date: 10/20/1989 Author(s): Ofek, Elie; Herman, Kerry
Author(s): Cespedes, Frank V. Product Type: Case (Field) Publication Date: 04/06/2007
Publication Date: 07/10/1986 Abstract: Details the negotiation Revision Date: 06/03/2008
Revision Date: 02/12/1993 between Amicon and three potential Product Type: Note
Product Type: Case (Field) licensees, Jackson, Maynard-Smith and Abstract: Describes the dominant firm in
Abstract: In early 1986, the president of Behrstein. May be used with: (579093) the Korean cosmetics market up to the
a retailer of microcomputers, telephones Amicon Corp. (A); (579095) Amicon mid-2000s. Gives background on
and other systems is reviewing 1985 Corp. (C). AmorePacific's historical evolution, its
results and considering how best to Geographic Setting: Massachusetts current brands, and the competition it
meet the firm's 1986 sales target in the Industry Setting: Blood & plasma faces from local and international
context of slow growth throughout the Company Size: small players. Also provides information on the
industry, and how to improve Gross Revenues: $20 million sales market structure and prominent channels
implementation of the firm's new "value- Subjects: Distribution channels; Health of distribution.
added marketing" strategy. The case services; Licensing; Medical supplies; Geographic Setting: Asia; Koreas
focuses on issues of sales-force Negotiations; Patents; Technological Industry Setting: Cosmetic
organization and management, and change Gross Revenues: $765 million
raises the issue of what systems and Length: 8p revenues
processes must change (e.g., recruiting Supplementary Materials: Teaching Event Year Start: 2005
criteria, training, compensation systems, Note, (583100), 17p, by E. Raymond Event Year End: 2005
and deployment) when a firm's Corey, Noel Capon Subjects: NO
marketing strategy changes. SUBJECTS(KEYWORDS)
Geographic Setting: United States 579095 Length: 12p
Industry Setting: Computer industry Title: Amicon Corp. (C) Year New: 2007
Company Size: mid-size Author(s): Corey, E. Raymond; Capon,
Gross Revenues: $75 million sales Noel 598029
Subjects: Marketing implementation; Publication Date: 11/01/1978 Title: Amway Japan Ltd.
Marketing management; Marketing Revision Date: 02/02/1990 Author(s): Arnold, David J.; Quelch,
organization; Sales management; Sales Product Type: Case (Field) John A.; Fujikawa, Yoshinori;
organization; Sales strategy Abstract: Details the negotiations Reinmoller, Patrick
Length: 22p between Amicon and one potential Publication Date: 02/23/1998
Supplementary Materials: Teaching licensee, Jackson. May be used with: Revision Date: 02/11/1999
Note, (589037), 15p, by Frank V. (579093) Amicon Corp. (A); (579094) Product Type: Case (Field)
Cespedes Amicon Corp. (B). Abstract: In April 1997, the president of
Geographic Setting: Massachusetts Amway Japan (AJL, Tokyo, Japan),
579093 Industry Setting: Health care industry pondered how to reverse the first
Title: Amicon Corp. (A) Company Size: small performance decline the company has
Author(s): Corey, E. Raymond; Capon, Gross Revenues: $20 million sales experienced since entering the
Noel Subjects: Distribution channels; Health Japanese direct selling market in 1979.
Publication Date: 11/01/1978 services; Licensing; Medical supplies; Established as the tenth overseas
Revision Date: 10/23/1989 Negotiations; Patents; Technological subsidiary of Amway Corp. of Ada,
Product Type: Case (Field) change Michigan, AJL had grown to become the
Abstract: Amicon holds a patent on a Length: 5p most successful company with 1996
new process for the separation of blood sales of Y212 billion ($1.9 billion),
plasma from whole blood. It has to 504024 accounting for 30% of Amway's
decide whether to pursue a direct entry, Title: Amnesty International worldwide sales. Having succeeded in
joint venture, or licensing strategy. If it Author(s): Quelch, John A.; Laidler, doubling AJL's sales during the five
years of his presidency, the AJL (904M36), 10p, by David Tan, Justin Tan Revision Date: 12/12/2001
president now needed to develop a Year New: 2005 Product Type: LACC Note
strategy not only for rebuilding growth in Abstract: Presents a non-traditional
the second half of FY 1997 but also for 904M36 description of the conjoint analysis
achieving AJL's long-term goal of sales Title: Amway in China (B): Adapting to methodology. Discusses the process by
of Y300 billion by FY 2000. AJL faced a Changing Environment which a study is done and cites areas of
the following issues in 1997: 1) Author(s): Tan, David; Tan, Justin application.
fluctuating distributor motivation, 2) Publication Date: 07/13/2004 Subjects: Consumer behavior; Market
growing dissatisfaction with Amway Product Type: Supplement (Field) research
products, 3) increasing difficulty in Publisher: Richard Ivey School of Length: 16p
controlling the distributor network, and 4) Business/UWO
a changing market environment. AJL Abstract: Supplements the (A) case. 599112
could enhance its sales growth by Must be used with: (904M35) Amway in Title: Analyzing Consumer Preferences
boosting sponsoring, retention, and/or China (A): A New Business Model. Author(s): Dolan, Robert J.
productivity of its distributor Subjects: Corporate governance; Publication Date: 03/16/1999
membership. Strategic options for AJL Government policy; Legal aspects of Revision Date: 12/12/2001
included: 1) penetration growth, 2) business; Marketing management; Product Type: Note
productivity growth, or 3) both. The AJL Regulation Abstract: Presents a non-traditional
president needed to come up with a Length: 10p description of the conjoint analysis
clear strategic design based on a Supplementary Materials: Teaching methodology. Discusses the process by
thorough analysis of the pros and cons Note, (804M35), 7p, by David Tan, which a study is done and cites areas of
of each strategic choice. Justin Tan application.
Geographic Setting: Japan; United Year New: 2005 Subjects: Consumer behavior; Market
States research
Industry Setting: Personal care Length: 13p
503S26
products BESTSELLER
Title: Analyzing Consumer Perceptions,
Number of Employees: 1,044
Spanish Version
Gross Revenues: $2 billion revenues
Author(s): Dolan, Robert J. R0310Z
Subjects: Direct marketing; Distribution;
Publication Date: 03/16/1999 Title: And Now, a Word from Our
Distribution channels; Growth strategy;
Revision Date: 12/12/2001 Sponsor (Commentary for HBR Case
International marketing; Japan; Strategic
Product Type: LACC Note Study)
planning
Abstract: Describes the perceptual Author(s): Gamgort, Bob; Nelson,
Length: 27p
mapping techniques in a non-technical Michelle R.; Thompson, Mozelle W.;
fashion. The procedure is useful for the Sheehan, Mike; Peebles, M. Ellen
Note, (500102), 9p, by David J. Arnold,
depiction of the structure of the market. Publication Date: 10/01/2003
Yoshinori Fujikawa
Discusses alternative methods, presents Product Type: Harvard Business
examples of each, and shows how the Review Article
904M35 maps can be used in marketing decision Abstract: Bryant Pharmaceutical's
Title: Amway in China (A): A New making. flagship product, a popular arthritis
Business Model Subjects: Consumer behavior; Market medicine called Seflex, is selling well--
Author(s): Tan, David; Tan, Justin research; Market structure but not well enough. With generic
Publication Date: 07/13/2004 Length: 15p versions due on the shelves in a couple
Product Type: Case (Field) of years, the drug company is looking for
Publisher: Richard Ivey School of a dramatic sales increase. VP Laura
599110
Business/UWO Goldenberg knows she has to reach
Title: Analyzing Consumer Perceptions
Abstract: Amway is a large more consumers, but in an environment
Author(s): Dolan, Robert J.
manufacturer of household products that where people bombarded with
uses the direct selling approach. The advertising are using devices such as
company was established in the late TiVo to skip ads, her job has suddenly
Product Type: Note
1940s and over the years, still using taken on a new intensity. In search of a
Abstract: Describes the perceptual
direct selling, branched into the United new, gangbuster campaign, Laura and
mapping techniques in a non-technical
Kingdom, Europe, and Japan. With this her ad agency come up with the idea of
fashion. The procedure is useful for the
global success, it expanded further, into product placement--not your typical
depiction of the structure of the market.
the Chinese market. However, the integration of a product into a television
Discusses alternative methods, presents
company must look at its strategy after or movie script, but a less traditional
examples of each, and shows how the
the Chinese government implements approach. Their idea is to hire a much-
maps can be used in marketing decision
regulations on the direct marketing loved, elderly actress to extol the virtues
making.
business model. of Seflex on a morning news program.
Subjects: Consumer behavior; Market
Geographic Setting: China The news segment would be about
research; Market structure
Industry Setting: Retail store arthritis, and Seflex would be casually
Length: 13p
Subjects: Corporate governance; mentioned during the interview. The
BESTSELLER
Government policy; Legal aspects of company would have to pay the actress
business; Marketing management; $1 million, and there are risks: What if it
Regulation 503S27
gets out that Bryant is paying her? What
Length: 10p Title: Analyzing Consumer Preferences,
if the actress errs and says something
Supplementary Materials: Teaching Spanish Version
about Seflex's side effects? Should the
Note, (804M35), 7p, by David Tan, Author(s): Dolan, Robert J.
company green-light Laura's plan? This
Justin Tan; Supplement (Field), Publication Date: 03/16/1999
fictional case study looks at the pros and
cons of traditional product placement Sponsor (HBR Case Study) loyalty. A videotape (9-885-507) is
and newer, more subtle alternatives to Author(s): Peebles, M. Ellen available for use with this case.
advertising. May be used with: Publication Date: 10/01/2003 Geographic Setting: United States
(R0310X) And Now, a Word from Our Product Type: Harvard Business Industry Setting: Food processing
Sponsor (HBR Case Study). Review Article industry
Industry Setting: Advertising industry Abstract: Bryant Pharmaceutical's Company Size: mid-size
Subjects: Advertising; Advertising flagship product, a popular arthritis Gross Revenues: $43 million sales
campaigns; Consumer marketing; medicine called Seflex, is selling well-- Subjects: Advertising strategy; Brands;
Ethics; HBR Case Discussions; but not well enough. With generic Commodity markets; Consumer
Marketing strategy; Product positioning versions due on the shelves in a couple marketing; Food; Marketing strategy;
Length: 4p of years, the drug company is looking for Product introduction; Product lines
Year New: 2004 a dramatic sales increase. VP Laura Length: 33p
Goldenberg knows she has to reach
R0310A more consumers, but in an environment 580005
Title: And Now, a Word from Our where people bombarded with Title: Anderson Clayton Foods (B)
Sponsor (HBR Case Study and advertising are using devices such as Author(s): Salmon, Walter J.; Harrison,
Commentary) TiVo to skip ads, her job has suddenly Neil
Author(s): Gamgort, Bob; Nelson, taken on a new intensity. In search of a Publication Date: 01/01/1980
Michelle R.; Thompson, Mozelle W.; new, gangbuster campaign, Laura and Revision Date: 07/29/1985
Sheehan, Mike; Peebles, M. Ellen her ad agency come up with the idea of Product Type: Case (Field)
Publication Date: 10/01/2003 product placement--not your typical Abstract: Having decided not to
Product Type: Harvard Business integration of a product into a television withdraw from the margarine market the
Review Article or movie script, but a less traditional company is considering adoption of a
Abstract: Bryant Pharmaceutical's approach. Their idea is to hire a much- product line extension strategy with
flagship product, a popular arthritis loved, elderly actress to extol the virtues increased advertising support. Decision
medicine called Seflex, is selling well-- of Seflex on a morning news program. is influenced by cannibalization,
but not well enough. With generic The news segment would be about competitive developments, ability to
versions due on the shelves in a couple arthritis, and Seflex would be casually differentiate product, and the economics
of years, the drug company is looking for mentioned during the interview. The of new product development. A
a dramatic sales increase. VP Laura company would have to pay the actress videotape (9-885-507) is available for
Goldenberg knows she has to reach $1 million, and there are risks: What if it use with this case.
more consumers, but in an environment gets out that Bryant is paying her? What Geographic Setting: United States
where people bombarded with if the actress errs and says something Industry Setting: Food processing
advertising are using devices such as about Seflex's side effects? Should the industry
TiVo to skip ads, her job has suddenly company green-light Laura's plan? This Company Size: mid-size
taken on a new intensity. In search of a fictional case study looks at the pros and Gross Revenues: $43 million sales
new, gangbuster campaign, Laura and cons of traditional product placement Subjects: Advertising strategy; Brands;
her ad agency come up with the idea of and newer, more subtle alternatives to Commodity markets; Consumer
product placement--not your typical advertising. May be used with: marketing; Food; Marketing strategy;
integration of a product into a television (R0310Z) And Now, a Word from Our Product introduction; Product lines
or movie script, but a less traditional Sponsor (Commentary for HBR Case Length: 25p
approach. Their idea is to hire a much- Study).
loved, elderly actress to extol the virtues Industry Setting: Advertising industry;
IES075
of Seflex on a morning news program. Pharmaceutical industry
Title: Anfi del Mar, S.A. (A)
The news segment would be about Subjects: Advertising; Advertising
Author(s): Joachimsthaler, Erich;
arthritis, and Seflex would be casually campaigns; Consumer marketing;
Mehta, Madhur
mentioned during the interview. The Ethics; HBR Case Discussions;
company would have to pay the actress Marketing strategy; Product positioning
$1 million, and there are risks: What if it Length: 5p
gets out that Bryant is paying her? What Year New: 2004
Publisher: IESE Business School
if the actress errs and says something Abstract: Anfi del Mar, S.A. is about to
about Seflex's side effects? Should the 580004 launch its five-star timeshare resort in
company green-light Laura's plan? This Title: Anderson Clayton Foods (A) Gran Canaria, one of the Canary
fictional case study looks at the pros and Author(s): Salmon, Walter J.; Palesy, Islands, to be marketed and sold to
cons of traditional product placement Steven R. German, British, and Spanish tourists.
and newer, more subtle alternatives to Publication Date: 01/01/1980 There is also an interest in expanding
advertising. Revision Date: 07/30/1985 the marketing effort to include the
Industry Setting: Advertising industry; Product Type: Case (Field) Scandinavian countries. On July of 1992,
Pharmaceutical industry Abstract: In fifth place in the margarine the management team of Anfi del Mar,
Subjects: Advertising; Advertising market, the company's brand is less S.A. has finalized the plans for marketing
campaigns; Consumer marketing; profitable than leading national and and selling the resort. The land
Ethics; HBR Case Discussions; smaller regional brands. Company is excavations have been completed, and
Marketing strategy; Product positioning considering three options: withdraw the company expects to have the first
Length: 9p from the market quickly; withdraw four apartments ready for sale by
NEW slowly; or adopt a regional rather than a October. In order to develop the Anfi
national distribution. Introduces Beach Club concept, the entrepreneur
R0310X problems of marketing a commodity in a and majority owner, B. Lying, has
Title: And Now, a Word from Our mature market. Raises issue of brand assembled an impressive team of
qualified professionals, all of them with Publication Date: 09/23/2005 erase the debt, double the membership,
the extensive experience in the Revision Date: 02/01/2007 and triple the endowment. However,
timeshare industry in Europe. Eric Product Type: Supplement (Library) challenges remained. At the end of
Sorenson, the managing director of Abstract: An abstract is not available for 1996, the reorganized board
marketing and sales, wants to "optimize" this product. Must be used with: experienced a generational transition in
the Anfi Beach Club concept and (506007) Angels and Devils: Best Buy's leadership as the terms of the last of the
marketing and sales approaches so as New Customer Approach (A). directors who had been present during
to have maximum impact on the market Subjects: NO earlier transition expired. This transition
when the doors of Anfi Beach Club open SUBJECTS(KEYWORDS) provided a good milestone from which to
on October 1, 1992. Length: 4p assess the board's role within the
Geographic Setting: Spain Year New: 2006 organization and its relationship with the
Industry Setting: Tourism industry expanded staff and membership.
Subjects: Competition; Decision 590021 Geographic Setting: Boston, MA
analysis; Europe; Marketing strategy; Title: Anheuser-Busch Gross Revenues: $10 million revenues
Tourism Author(s): Smith, N. Craig; Quelch, Subjects: Board of directors;
Length: 28p John A.; Hibbard, Jonathan D. Environmental protection; Leadership;
Supplementary Materials: Teaching Publication Date: 08/23/1989 Nonprofit organizations; Organizational
Note, (IES076), 28p, by Erich Revision Date: 05/17/1990 change
Joachimsthaler, Madhur Mehta; Product Type: Case (Library) Length: 33p
Teaching Note, (IES077), 12p, by Erich Abstract: Examines sales promotion in
Joachimsthaler the brewing industry and the role of gifts. KEL065
Scrutinizes the scandal that occurred at Title: Apple Computer, Inc.: Think
506007 Anheuser-Busch because of executives Different, Think Online Music
Title: Angels and Devils: Best Buy's accepting gifts and illegal kickbacks. Author(s): Hennessy, Julie; Najjar,
New Customer Approach (A) Designed to allow students to assess Andrei
Author(s): Elberse, Anita; Gourville, gift-giving and gift-receiving practices Publication Date: 01/01/2004
John T.; Narayandas, Das and policies. Product Type: Case (Pub Mat)
Publication Date: 09/23/2005 Geographic Setting: St. Louis, MO Abstract: Focuses on Apple Computer's
Revision Date: 02/01/2007 Industry Setting: Beef industry launch of iTunes and iPod as a way to
Product Type: Case (Library) Company Size: Fortune 500 give Wintel users a relationship with
Abstract: In November 2004, The Wall Subjects: Beverages; Bribery; Ethics; Apple. Deals with issues of brand equity,
Street Journal reported that consumer Sales promotions corporate and brand goal setting, target
electronics retailer Best Buy's new Length: 5p selection, and matching product and
customer approach was to shun the Supplementary Materials: Teaching service characteristics with goals and
"devils" among its customers. The Note, (591060), 4p, by John A. Quelch targets. Also allows for a discussion of
"customer centricity" initiative, which was channel partners, their interests, and
led by Best Buy's CEO Brad Anderson, 598066 their impact on the likely success or
was based on an analysis of the Title: Appalachian Mountain Club: failure of a strategy.
purchase histories of several customer Transforming Governance Geographic Setting: United States
groups. The central idea was to revamp Author(s): Salmon, Walter J.; Elias, Industry Setting: Consumer electronics
stores according to the most lucrative Jaan Event Year Start: 2003
types of customers they served--the Publication Date: 10/29/1997 Event Year End: 2003
"angels" among the company's Revision Date: 03/19/1998 Subjects: NO
customers. Encourages an assessment Product Type: Case (Field) SUBJECTS(KEYWORDS)
of Best Buy's strategy and, more Abstract: Starting in 1988, the Length: 24p
generally, of the challenges and Appalachian Mountain Club (AMC) Supplementary Materials: Teaching
opportunities in managing customers for began a controversial transformation in Note, (KEL142), 13p, by Julie Hennessy
profits. management and governance. For its Year New: 2005
Geographic Setting: United States first 112 years, the AMC's structure had
Industry Setting: Consumer resembled that of a country club-- 582010
electronics; Retail industry volunteer leaders directed the club's Title: Applicon, Inc.
Number of Employees: 100, 000 operations and its small, paid staff. Author(s): Bonoma, Thomas V.;
Gross Revenues: $20 billion revenues However, with the club slowly sinking in Solsvig, Curtis G., III
Event Year Start: 2004 debt and operations spinning Publication Date: 07/01/1981
Event Year End: 2004 increasingly out of control, a group of Revision Date: 02/28/1989
Subjects: NO members persuaded the membership to Product Type: Case (Field)
SUBJECTS(KEYWORDS) take the governing, volunteer council out Abstract: Applicon is a large
Length: 5p of the direct management of the manufacturer of sophisticated
Supplementary Materials: Supplement organization, hire a new executive computerized designing and drafting
(Library), (506008), 4p, by Anita Elberse, director as CEO, and institute a equipment. Its national account
John T. Gourville, Das Narayandas "corporate-style" board of directors manager, Thomas Norbury, needs to
Year New: 2005 charged with policy and oversight. determine the nature, procedures, and
During the next six years, the revamped support systems for a sales program
506008 AMC sprang back to life. The board and which will allow the company to more
Title: Angels and Devils: Best Buy's the executive director instituted new effectively sell key accounts. To date,
New Customer Approach (B) budgeting procedures, initiated Applicon has been more successful with
Author(s): Elberse, Anita; Gourville, marketing programs, and hired more smaller users and has had difficulties
John T.; Narayandas, Das professionally-trained staff that helped selling and servicing large accounts.
Geographic Setting: Massachusetts industry operations across Eastern and Southern

Industry Setting: Computer industry Company Size: mid-size Africa. The question is, what should they
Gross Revenues: $43 million assets Gross Revenues: $350 million do to accomplish this? Includes color
Subjects: Computer industry; Marketing revenues exhibits.
implementation; Sales management; Subjects: Management of change; Geographic Setting: Africa, Eastern
Sales organization; Technology Marketing organization; Reorganization; Number of Employees: 65
Length: 26p Semiconductors Gross Revenues: $25 million budget
Supplementary Materials: Teaching Length: 28p Subjects: Africa; Economic
Note, (583141), 16p, by Thomas V. Supplementary Materials: Supplement development; Innovation
Bonoma (Field), (589096), 2p, by Robert D. Length: 19p
Buzzell, Geoffrey W. Smith Supplementary Materials: Teaching
585003 Note, (504010), 9p, by V. Kasturi
Title: Applied Materials, Inc. 589096 Rangan; Video, (504811), 6 min, by V.
Author(s): Bonoma, Thomas V.; Kane, Title: Applied Materials, Inc.: Etch Kasturi Rangan
Margaret L.; Spence, Shirley M. Products Division (B) NEW
Publication Date: 10/10/1984 Author(s): Buzzell, Robert D.; Smith,
Product Type: Case (Field) Geoffrey W. 506706
Abstract: Applied Materials was a Publication Date: 03/22/1989 Title: Aqualisa Quartz: Harry
leading manufacturer of capital Product Type: Supplement (Field) Rawlinson, Video (DVD)
equipment for the semiconductor Abstract: Supplements Applied Author(s): Moon, Youngme
industry. The company's introduction of Materials, Inc.: Etch Products Division Publication Date: 10/01/2005
dry equipment in 1981 was a (A). Must be used with: (589095) Product Type: Case Video, DVD
technological coup that enabled Applied Applied Materials, Inc.: Etch Products Abstract: Harry Rawlinson is managing
to take an industry leadership position. Division (A)--Regionalization and director of Aqualisa, a major U.K.
In 1983, however, Applied management Reorganization. manufacturer of showers. He has just
was convinced that continued Industry Setting: Semiconductor launched the most significant shower
dominance rested on superior customer industry innovation in recent history: the Quartz
service, and was particularly concerned Subjects: Management of change; shower. The shower provides significant
by reports that inadequate maintenance Marketing organization; Reorganization; improvements in terms of quality, cost,
by some customers was resulting in Semiconductors and ease of installation. In product
lower than anticipated machine Length: 2p testing, the Quartz shower received rave
operating times. Mr. James Ellick, vice reviews from both consumers and
president of sales and marketing, and 504811 plumbers alike. However, early sales of
Mr. Dana Ditmore, vice president and Title: ApproTEC Kenya: Martin Fisher, the Quartz have been disappointing.
general manager of customer support, Video Rawlinson is now faced with some key
were assigned the task of developing a Author(s): Rangan, V. Kasturi decisions about whether to change his
postsale service and support plan that Publication Date: 03/01/2004 channel strategy, promotional strategy,
considered policy and organizational Product Type: Video and the overall positioning of the product
changes needed to address that Medium: Videotape in the context of his existing product line.
problem. Format: 1/2-inch V Must be used with: (502030) Aqualisa
Geographic Setting: United States Abstract: Demonstrates the various Quartz: Simply a Better Shower.
Industry Setting: Semiconductor technologies marketed by ApproTEC, Subjects: NO
industry especially the MoneyMaker Pump. Must SUBJECTS(KEYWORDS)
Company Size: mid-size be used with: (503007) ApproTEC Length: 11 min
Gross Revenues: $88 million sales Kenya: Technologies to Fight Poverty Year New: 2005
Subjects: Customer relations; Customer and Create Wealth.
service; Marketing implementation; Geographic Setting: Africa 506708
Marketing management; Marketing Subjects: Africa; Economic Title: Aqualisa Quartz: Harry
organization; Sales organization; development; Innovation Rawlinson, Video
Semiconductors Length: 6 min Author(s): Moon, Youngme
Length: 24p List Price: $150.00 Publication Date: 10/01/2005
Year New: 2004 Product Type: Case Video
589095 Abstract: Harry Rawlinson is managing
Title: Applied Materials, Inc.: Etch 503007 director of Aqualisa, a major U.K.
Products Division (A)--Regionalization Title: ApproTEC Kenya: Technologies manufacturer of showers. He has just
and Reorganization to Fight Poverty and Create Wealth launched the most significant shower
Author(s): Buzzell, Robert D.; Smith, Author(s): Rangan, V. Kasturi innovation in recent history: the Quartz
Geoffrey W. Publication Date: 11/22/2002 shower. The shower provides significant
Publication Date: 03/22/1989 Revision Date: 03/06/2006 improvements in terms of quality, cost,
Product Type: Case (Field) Product Type: Color Case and ease of installation. In product
Abstract: The company faces a Abstract: ApproTEC markets a range of testing, the Quartz shower received rave
decision on whether or not to create technologies to improve the income of reviews from both consumers and
three separate regional organizations to subsistence farmers and other small- plumbers alike. However, early sales of
produce and market semiconductor scale entrepreneurs in East Africa. the Quartz have been disappointing.
manufacturing equipment in the United Having achieved considerable success Rawlinson is now faced with some key
States, Europe, and Japan. in its first eight years, the two decisions about whether to change his
Geographic Setting: California founders/entrepreneurs are seeking channel strategy, promotional strategy,
Industry Setting: Semiconductor ways to scale the impact of its and the overall positioning of the product
in the context of his existing product line. testing, the Quartz shower received rave Subjects: Health; Health care; India;
Subjects: NO reviews from both consumers and Nonprofit organizations; Strategic
SUBJECTS(KEYWORDS) plumbers alike. However, early sales of planning
Length: 11 min the Quartz have been disappointing. Length: 7p
List Price: $150.00 Rawlinson is now faced with some key NEW
Year New: 2005 decisions about whether to change his
channel strategy, promotional strategy, 506S02
502030 and the overall positioning of the product Title: The Aravind Eye Hospital,
Title: Aqualisa Quartz: Simply a Better in the context of his existing product line. Madurai, India: In Service for Sight,
Shower Geographic Setting: United Kingdom Spanish Version
Author(s): Moon, Youngme; Herman, Industry Setting: Manufacturing Author(s): Rangan, V. Kasturi
Kerry industries Publication Date: 04/01/1993
Publication Date: 01/16/2002 Gross Revenues: 8 million sterling Revision Date: 05/23/1994
Revision Date: 07/10/2006 (pounds) Product Type: LACC Case
Product Type: Case (Field) Subjects: Consumer behavior; Abstract: Starting as a modest 20-bed
Abstract: Harry Rawlinson is managing Consumer marketing; Distribution hospital, Aravind had grown into a 1,400-
director of Aqualisa, a major U.K. channels; Market entry; Market bed hospital complex by 1992. It had by
manufacturer of showers. He has just positioning; Marketing strategy; Product then screened 3.65 million patients and
launched the most significant shower development; Product introduction; performed 335,000 cataract surgeries,
innovation in recent history: the Quartz Product positioning; United Kingdom nearly 70% of them free of cost for the
shower. The shower provides significant Length: 19p poorest of India's blind population.
improvements in terms of quality, cost, Aravind's founder, Dr. Venkataswamy,
and ease of installation. In product IMD098 now 74 years old, had a goal to spread
testing, the Quartz shower received rave Title: Aravind Eye Hospital 2000: Still in the Aravind model to every nook and
reviews from both consumers and Service for Sight corner of India, Asia, and Africa. The
plumbers alike. However, early sales of Author(s): Kumar, Nirmalya; Rogers, case sets the stage for developing such
the Quartz have been disappointing. Brian a plan of action.
Rawlinson is now faced with some key Publication Date: 01/01/2000 Geographic Setting: India
decisions about whether to change his Revision Date: 02/21/2003 Industry Setting: Health care industry
channel strategy, promotional strategy, Product Type: Case (Field) Number of Employees: 150
and the overall positioning of the product Publisher: IMD - International Institute Subjects: NO
in the context of his existing product line. for Management Development SUBJECTS(KEYWORDS)
Geographic Setting: United Kingdom Abstract: Since 1993, the Aravind Eye Length: 28p
Industry Setting: Manufacturing Hospital had grown significantly in terms
industries of service delivery and infrastructure, 593098
Gross Revenues: 8 million sterling having added a fourth hospital to its Title: The Aravind Eye Hospital,
(pounds) operations. Plans were underway in Madurai, India: In Service for Sight
Subjects: Consumer behavior; 2000 to set up a fifth hospital. Aravind Author(s): Rangan, V. Kasturi
Consumer marketing; Distribution had also made progress in two other key Publication Date: 04/01/1993
channels; Market entry; Market areas. First, it set up its own Revision Date: 01/10/2007
positioning; Marketing strategy; Product manufacturing facility, Aurolab, to Product Type: Case (Field)
development; Product introduction; produce an intraocular lens (IOL), given Abstract: Starting as a modest 20-bed
Product positioning; United Kingdom that cataract surgery using IOL implants hospital, Aravind had grown into a 1,400-
Length: 18p was most successful in treating bed hospital complex by 1992. It had by
Supplementary Materials: Teaching blindness. Second, Aravind created the then screened 3.65 million patients and
Note, (503058), 20p, by Youngme Moon, Lions Aravind Institute of Community performed 335,000 cataract surgeries,
Kerry Herman; Case Video, DVD, Ophthalmology, a training facility nearly 70% of them free of cost for the
(506706), 11 min, by Youngme Moon; designed to educate health-related and poorest of India's blind population.
Case Video, (506708), 11 min, by managerial personnel in the Aravind's founder, Dr. Venkataswamy,
Youngme Moon; Case Video, development and implementation of now 74 years old, had a goal to spread
Streaming, (1-180-2), 11 min, by efficient and sustainable eye care the Aravind model to every nook and
Youngme Moon programs in India, Asia, and Africa. In corner of India, Asia, and Africa. The
July 2000, Aravind's founder, Dr. case sets the stage for developing such
503S08 Venkataswamy, now 81 years old, a plan of action. May be used with:
Title: Aqualisa Quartz: Simply a Better continued his campaign to spread the (IMD098) Aravind Eye Hospital 2000:
Shower, Spanish Version Aravind model to every corner of India, Still in Service for Sight.
Author(s): Moon, Youngme; Herman, Asia, and Africa. Ends with a Geographic Setting: India
Kerry conversation between Dr. Industry Setting: Health care industry
Publication Date: 01/16/2002 Venkataswamy and the case writers, Number of Employees: 150
Product Type: LACC Case during which he explains what still needs Subjects: Goal setting; Health services;
Abstract: Harry Rawlinson is managing to be done to eradicate blindness around India; Nonprofit marketing; Social
director of Aqualisa, a major U.K. the world. May be used with: (593098) enterprise; Strategy formulation
manufacturer of showers. He has just The Aravind Eye Hospital, Madurai, Length: 20p
launched the most significant shower India: In Service for Sight. Supplementary Materials: Teaching
innovation in recent history: the Quartz Geographic Setting: India Note, (595111), 14p, by V. Kasturi
shower. The shower provides significant Industry Setting: Eye care; Hospital Rangan
improvements in terms of quality, cost, industry BESTSELLER
and ease of installation. In product Gross Revenues: $5.3 million revenues
579123 believing that formalized strategy and Subjects: Customer relations; Customer
Title: Archdiocese of New York promotion interfere with creativity. Other retention; Market research; Marketing
Author(s): Greyser, Stephen A.; issues include the problems of marketing strategy
Quelch, John A. a professional service, whether Length: 2p
Publication Date: 12/01/1978 efficiency and quality can coexist, how List Price: $4.50
Revision Date: 03/20/1992 architects are selected, and defining an
Product Type: Case (Field) architect's product. F0610F
Abstract: A print media campaign to Geographic Setting: Massachusetts Title: Are You Ready for E-tailing 2.0?
improve attitudes toward the Catholic Industry Setting: Architectural services Author(s): Hemp, Paul
priesthood and to indirectly increase industry Publication Date: 10/01/2006
vocations is evaluated through a Number of Employees: 272 Product Type: Harvard Business
comparison of pretest and post-test Subjects: Business policy; Creativity; Review Article
data. Marketing strategy; Product design; Abstract: E-commerce is shifting--from
Geographic Setting: New York, NY Professionals; Services making purchases online to going
Subjects: Advertising strategy; Market Length: 21p shopping online, a social experience in
research; Nonprofit marketing; Nonprofit Supplementary Materials: Teaching which people interact in a 3-D Web
organizations; Public policy; Quantitative Note, (581070), 16p, by David H. space.
analysis; Social enterprise Maister Subjects: NO
Length: 25p SUBJECTS(KEYWORDS)
Supplementary Materials: Teaching C0201D Length: 3p
Note, (583023), 9p, by John A. Quelch Title: Are You Getting the Best Solutions Year New: 2006
for Your Problems?
505S17 Author(s): Morgan, Nick R0102K
Title: Architects Collaborative, Inc., Publication Date: 01/01/2002 Title: Are the Strategic Stars Aligned for
Spanish Version Product Type: Harvard Management Your Corporate Brand?
Author(s): Wiechmann, Ulrich E. Communication Letter Article Author(s): Hatch, Mary Jo; Schultz,
Publication Date: 08/01/1974 Abstract: The essence of leadership is Majken
Revision Date: 03/10/1986 communicating a vision and a purpose Publication Date: 02/01/2001
Product Type: LACC Case for action. The rest is problem solving. Product Type: Harvard Business
Abstract: Although internationally But how do you know you are making Review Article
recognized for quality design, the the right decisions? Research suggests Abstract: In recent years, companies
collaborative's billings have been on a that if you become too attached to a have increasingly seen the benefits of
plateau for four years and they are particular way of thinking or a particular creating a corporate brand. Rather than
losing jobs to architects with communication style, you risk closing spend marketing dollars on branding
sophisticated marketing practices. The yourself off to viable alternatives. Are individual products, giants like Disney
main issue is how marketing can be You Getting the Best Solutions for Your and Microsoft promote a single umbrella
integrated into a design partnership Problems? describes six general image that casts one glow over all their
believing that formalized strategy and leadership styles. By identifying your products. A company must align three
promotion interfere with creativity. Other own style and recognizing your blind interdependent elements--call them
issues include the problems of marketing spots, you can learn how to make strategic stars--to create a strong
a professional service, whether yourself receptive to real alternatives. corporate brand: vision, culture, and
efficiency and quality can coexist, how Subjects: Decision making; Leadership; image. Aligning the stars takes
architects are selected, and defining an Management communication; Personal concentrated managerial skill and will,
architect's product. strategy & style the authors say, because each element
Geographic Setting: Massachusetts Length: 2p is driven by a different constituency:
Industry Setting: Architectural services List Price: $4.50 management, employees, or
industry; Professional services stakeholders. To effectively build a
Number of Employees: 272 C0012B corporate brand, executives must
Subjects: Business policy; Creativity; Title: Are You Reaching Your identify where their strategic stars fall out
Marketing strategy; Product design; Customers? of line. The authors offer a series of
Professional services Author(s): Bierck, Richard diagnostic questions designed to reveal
Length: 22p Publication Date: 12/01/2000 misalignments in corporate vision,
Product Type: Harvard Management culture, and image. The first set of
575016 Communication Letter Article questions looks for gaps between vision
Title: Architects Collaborative, Inc. Abstract: To appeal to retain customers and culture; for example, when
Author(s): Wiechmann, Ulrich E.; you need to understand what makes management establishes a vision that is
Biggadike, Ralph them tick. What better way to do that too ambitious for the organization to
Publication Date: 08/01/1974 than by studying actual consumer implement. The second set addresses
Revision Date: 03/10/1986 behavior? Paco Underhill is a market culture and image, uncovering possible
Product Type: Case (Field) research consultant whose firm studies gaps between the attitudes of employees
Abstract: Although internationally the actions of retail shoppers, and and the perceptions of the outside world.
recognized for quality design, the Gerald Zaltman is a Harvard Business The last set of questions explores the
collaborative's billings have been on a School marketing professor who studies vision-image gap--is management taking
plateau for four years and they are the psychological reasons behind the company in a direction that its
losing jobs to architects with consumers' behavior. Taken together, stakeholders support? The authors
sophisticated marketing practices. The the insights from these two experts offer discuss the benefits of a corporate
main issue is how marketing can be solid tips on getting your message brand, but they also point to cases in
integrated into a design partnership through to your customers. which a corporate brand doesn't make
sense. added items such as programmable with glossy printed catalogs and elegant
Subjects: Brand equity; Brands; logic chips as "loss leaders" in order to auctioneers wielding polished wooden
Corporate culture; Marketing strategy; acquire and retain a customer. It makes gavels." People could easily log on to
Vision money when it sells the so-called the Sothebys.com Web site, but they did
Length: 7p "commodity" or low value-added not want to bid "without looking,
products to the same customer. An touching, and feeling that unique thrill
503800 Internet-based distributor is now offering one gets in the presence of something
Title: Arnold Worldwide: Volkswagen Arrow a chance to sell commodity ineffably beautiful and satisfying." Selling
Ads from 1995-2000, Video (DVD) products through its e-commerce site. art is "a job intrinsically unsuited to the
Author(s): Lal, Rajiv This new channel can threaten Arrow's Internet." Does the collapse of
Publication Date: 03/01/2003 overall business model if a large portion Southebys.com mean that the Internet is
Product Type: Case Video, DVD of its existing customers switch their unsuitable for selling fine art?
Abstract: Presents the situation facing purchases of the commodity products to Geographic Setting: United States
Volkswagen of America with respect to this new distribution channel. Arrow Industry Setting: Art industry; Online
the introduction of the New Beetle. The needs to decide how it should respond auction
car was introduced at the Detroit auto to this challenge. Subjects: NO
show in January 1998 to rave reviews Geographic Setting: North America SUBJECTS(KEYWORDS)
from the automobile press and industry Industry Setting: Electronics industry Length: 17p
gurus. Elisabeth Vanzura, marketing Number of Employees: 8,000 Year New: 2006
director of Volkswagen America, had the Gross Revenues: $7.5 billion revenues
challenging task of converting this Subjects: Customer relations; R0710G
enthusiasm to sales. Must be used with: Distribution; Electronic commerce; Title: The Art of Designing Markets
(501023) The New Beetle. Electronics; Industrial markets; Internet; Author(s): Roth, Alvin E.
Industry Setting: Automotive industry Marketing strategy; Product portfolio Publication Date: 10/01/2007
Subjects: NO management Product Type: Harvard Business
SUBJECTS(KEYWORDS) Length: 20p Review Article
Length: 10 min Supplementary Materials: Teaching Abstract: Traditionally, markets have
Year New: 2005 Note, (500111), 18p, by Das been viewed as simply the confluence of
Narayandas supply and demand. But to function
BESTSELLER properly, they must be able to attract a
503802
Title: Arnold Worldwide: Volkswagen sufficient number of buyers and sellers,
Ads from 1995-2000 EC35 induce participants to make their
Author(s): Lal, Rajiv Title: Art Online preferences clear, and overcome
Publication Date: 03/01/2003 Author(s): McMillan, John; Kasumori, congestion by providing both enough
Product Type: Video Eiichiro time to make choices and a speedy
Abstract: Presents the situation facing Publication Date: 08/14/2006 means of registering them. Solutions to
Volkswagen of America with respect to Product Type: Case (Field) these challenges are the province of
the introduction of the New Beetle. The Publisher: Stanford University market design--a blend of game theory
car was introduced at the Detroit auto Abstract: Sothebys.com operated from and experimental economics. Roth, a
show in January 1998 to rave reviews 2000 to 2003, during the tail end of the professor of both business and
from the automobile press and industry dot-com boom, in an economy economics at Harvard, is a leading
gurus. Elisabeth Vanzura, marketing threatened by recession and in a period market designer. He and his colleagues
director of Volkswagen America, had the when the art market overall was have rescued failing markets by, for
challenging task of converting this depressed. Historically, luxury goods example, designing labor clearinghouses
enthusiasm to sales. Must be used with: have not sold well during recessions, through which U.S. doctors get their first
(501023) The New Beetle. and Sotheby's traditional auction jobs and auctions through which the
Industry Setting: Automotive industry business also did badly at this time. Federal Communications Commission
Subjects: Automobiles; Consumer Sotheby's Holdings had a net loss of $42 sells licenses for parts of the radio
behavior; Market selection; Marketing million in 2001 and a net loss of $55 broadcast spectrum. They have also
strategy; New product marketing million in 2002. To make matter's worse, created market-like allocation
Length: 10 min Sotheby's management was distracted procedures that involve neither prices
List Price: $150.00 by the lengthy and well publicized price- nor an exchange of money; these
NEW fixing trial, which led to the firm's include systems for assigning children to
chairman being sent to jail, Sotheby's schools in Boston and New York and for
paying a settlement of over a quarter of facilitating exchanges of kidneys.
598022
a billion dollars, and the firm's reputation Computers enable the design of "smart
Title: Arrow Electronics, Inc.
being left in tatters. As Sothebys.com markets" that combine the inputs of
Author(s): Narayandas, Das
was shutting down, the Wall Street users in complex ways: In kidney
Journal proclaimed that "a chapter of art- exchange, they run through every
market history" was coming to a close. possible match of donors and recipients
Sothebys.com failed, the Journal to arrange the greatest possible number
Abstract: Deals with the issue of cross-
argued, because the "owners of the of transplants. In the future, computers
selling and managing a portfolio of
money-generating lots--the Monets, may make it possible to auction bundled
products and services in business
Warhols, and Chippendale chairs--had goods, such as airport takeoff and
markets. Arrow/Schweber (A/S), a
no interest in selling them on the Net, landing slots. As online markets--like
subsidiary of electronic parts distributor
nor did the buyers wish to purchase those for jobs and dating--proliferate, a
Arrow Electronics, has a portfolio of
them there." Expensive artworks sell growing understanding of markets in
products that differ in the amount of
best, the Journal said, "in real-time sales general will provide virtually limitless
value added by A/S. A/S uses value-
opportunities for market design. and on the job. Industry Setting: Athletic & outdoor
Subjects: NO Subjects: Marketing management; apparel industry; Footwear industry
SUBJECTS(KEYWORDS) Sales compensation; Sales Subjects: Brands; Consumer marketing;
Length: 10p management; Sales organization; Sales Footwear; International marketing
Year New: 2007 strategy Length: 3p
Length: 16p Supplementary Materials: Teaching
C0202C Note, (596070), 10p, by John A. Quelch,
Title: The Art of Moderation: Why 78104 Christine Steinman
Panels Need a Leader Title: Assessing the Long-Term Value of
Author(s): Wreden, Nick Advertising 594045
Publication Date: 02/01/2002 Author(s): Dhalla, Nariman K. Title: Astra/Merck Group
Product Type: Harvard Management Publication Date: 01/01/1978 Author(s): Cespedes, Frank V.; Bell,
Communication Letter Article Product Type: Harvard Business Marie
Abstract: Moderating a panel requires a Review Article Publication Date: 03/23/1994
specific set of skills that aren't typically in Abstract: Advertising is an investment Revision Date: 03/01/1995
a manager's tool kit. This article offers which generates sales revenue over Product Type: Case (Field)
advice on how to turn a panel of time. The duration and amount of the Abstract: Astra/Merck (A/M), originally a
individuals into an ensemble cast. revenue depends on the loyalty of joint venture of AB Astra and Merck &
Subjects: Management communication customers, the frequency of purchase Co., is preparing to be an independent
Length: 2p and competitive products. Companies company in 1993. Since the company
List Price: $4.50 often regard advertising costs as does not engage in basic research and
expenses incurred in a short-term development of drugs, it is essentially a
589062 context, although advertising has a distribution organization. Fundamental to
Title: Aspects of Marketing cumulative effect. The distributed lag A/M's strategy is a new approach to the
Organization: An Introduction model can measure this cumulative marketing of prescription drugs. The
Author(s): Cespedes, Frank V. effect. This method, based on an case outlines this approach,
Publication Date: 10/20/1988 analysis of a company's past developments in the pharmaceuticals
Revision Date: 10/31/1989 performance, can forecast advertising industry, and issues raised by A/M's
Product Type: Note induced sales. attempts to implement a new marketing
Abstract: Discusses the typical Industry Setting: Advertising industry process in an industry where promotion-
strengths, vulnerabilities, and key Subjects: Advertising; Marketing oriented "detailing" has dominated
management skills associated with three strategy; Models; Return on investment distribution practices.
common forms of marketing Length: 11p Geographic Setting: United States
organization: a product-focused Industry Setting: Pharmaceutical
organization, a market-focused 595007 industry
organization, and a functionally-focused Title: Astra Sports, Inc. (A) Gross Revenues: $300 million
organization. It considers how the nature Author(s): Quelch, John A. revenues
of marketing activities varies in each Publication Date: 08/19/1994 Subjects: Industrial markets;
form, the types of skills that are (and are Revision Date: 07/06/1995 Information systems; Marketing
not) developed in each form, and key Product Type: Case (Field) organization; Marketing strategy;
success factors required to manage Abstract: Astra executives meet to Pharmaceuticals; Sales management
within each organization of marketing discuss how to counteract the Length: 21p
activities. appearance of Korean-made counterfeit Supplementary Materials: Teaching
Subjects: Market segmentation; athletic shoes in Europe, Asia, and Latin Note, (595096), 11p, by Frank V.
Marketing information systems; America. May be used with: (595008) Cespedes
Marketing management; Marketing Astra Sports, Inc. (B).
organization; Marketing strategy; Sales Industry Setting: Athletic & outdoor 505S05
organization apparel industry; Footwear industry Title: Atlantic Aviation Corp.: Westwind
Length: 15p Subjects: Brands; Consumer marketing; Division, Spanish Version
Footwear; International marketing Author(s): Bonoma, Thomas V.
589061 Length: 3p Publication Date: 04/01/1981
Title: Aspects of Sales Management: Supplementary Materials: Teaching Revision Date: 01/30/1987
An Introduction Note, (596055), 5p, by John A. Quelch Product Type: LACC Case
Author(s): Cespedes, Frank V. Abstract: Raises issues on monitoring
Publication Date: 10/21/1988 595008 and controlling flight demonstration costs
Revision Date: 11/16/2006 Title: Astra Sports, Inc. (B) for the Westwind business jet. Atlantic's
Product Type: Note Author(s): Quelch, John A. marketing vice president is concerned
Abstract: Discusses certain general Publication Date: 08/12/1994 about rising demonstration costs, but
issues that affect sales-management Revision Date: 12/10/1996 doesn't wish to deny solid prospects an
requirements in most companies: 1) the Product Type: Case (Field) evaluation ride. He asks the general
nature of the salesperson's "boundary Abstract: Astra executives meet to manager of the division to formulate a
role" in the organization, and 2) the discuss their options with a Venezuelan policy meeting both of these goals.
relevance and limits of compensation company that, for seven years, Intended for use in the marketing policy
policies as a key means of affecting the manufactured and marketed athletic section of the marketing implementation
salesperson's effective performance of shoes under the Astra name without course.
that role. Also presents concepts and authorization from Astra. May be used Geographic Setting: United States
perspectives useful in analyzing sales with: (595007) Astra Sports, Inc. (A). Industry Setting: Aircraft industry
situations encountered in case studies Geographic Setting: Venezuela Gross Revenues: $200 million assets
Subjects: Aircraft; Cost control; for the exploration of the challenges Length: 14p
Industrial markets; Marketing surrounding the implementation of a Supplementary Materials: Supplement
implementation; Marketing management; value-in-use pricing strategy. These (Library), (588020), 3p, by V. Kasturi
Product management include the reactions of competitors, Rangan; Supplement (Library),
Length: 15p customers, and stakeholders within the (588021), 3p, by V. Kasturi Rangan;
firm. Teaching Note, (589076), 8p, by V.
581142 Industry Setting: Computer industry Kasturi Rangan
Title: Atlantic Aviation Corp.: Westwind Subjects: NO
Division SUBJECTS(KEYWORDS) 588020
Author(s): Bonoma, Thomas V. Length: 10p Title: Atlas Copco (B): The Conflict
Publication Date: 04/01/1981 Supplementary Materials: Teaching Episode
Revision Date: 01/30/1987 Note, (2079), 10p, by Neeraj Bharadwaj, Author(s): Rangan, V. Kasturi
Product Type: Case (Field) John B. Gordon Publication Date: 10/16/1987
Abstract: Raises issues on monitoring Year New: 2007 Revision Date: 12/14/1992
and controlling flight demonstration costs Product Type: Supplement (Library)
for the Westwind business jet. Atlantic's 506S08 Abstract: Describes the sequence of
marketing vice president is concerned Title: Atlas Copco (A): Gaining and events that led to a conflict with a
about rising demonstration costs, but Building Distribution Channels, Spanish distributor. Must be used with: (588004)
doesn't wish to deny solid prospects an Version Atlas Copco (A): Gaining and Building
evaluation ride. He asks the general Author(s): Rangan, V. Kasturi Distribution Channels.
manager of the division to formulate a Publication Date: 07/07/1987 Subjects: Antitrust laws; Competition;
policy meeting both of these goals. Revision Date: 05/21/1993 Distribution channels; Market share
Intended for use in the marketing policy Product Type: LACC Case Length: 3p
section of the marketing implementation Abstract: Atlas Copco, a Swedish Supplementary Materials: Teaching
course. company, holds the highest market Note, (589076), 8p, by V. Kasturi
Geographic Setting: United States share for air compressors worldwide. Rangan
Industry Setting: Aircraft industry However, its attempts to enter U.S.
Gross Revenues: $200 million assets markets have been unsuccessful. The 588021
Subjects: Aircraft; Cost control; case describes a series of strategic Title: Atlas Copco (C): The Conflict
Industrial markets; Marketing distribution maneuvers implemented by Episode
implementation; Marketing management; the company which enable it to improve Author(s): Rangan, V. Kasturi
Product management market share from about 1% to 10% in Publication Date: 10/16/1987
Length: 15p ten years. The objective is to gain an Revision Date: 12/11/1992
Supplementary Materials: Teaching understanding of what is involved in Product Type: Supplement (Library)
Note, (585119), 10p, by Robert J. Dolan building distribution strength. Abstract: Describes the company's
Geographic Setting: United States response to further problems with a
2078 Industry Setting: Compressor distributor. Must be used with: (588004)
Title: Atlantic Computer: A Bundle of Gross Revenues: $50 million revenues Atlas Copco (A): Gaining and Building
Pricing Options Subjects: NO Distribution Channels.
Author(s): Bharadwaj, Neeraj; Gordon, SUBJECTS(KEYWORDS) Subjects: Antitrust laws; Competition;
John B. Length: 16p Distribution channels; Market share
Publication Date: 05/28/2007 Year New: 2006 Length: 3p
Product Type: Case Supplementary Materials: Teaching
Abstract: Atlantic Computer, a leading 588004 Note, (589076), 8p, by V. Kasturi
player in the high-end server market, Title: Atlas Copco (A): Gaining and Rangan
has detected a marketplace opportunity Building Distribution Channels
in the basic server segment. They have Author(s): Rangan, V. Kasturi CMR101
developed a new server, the Tronn, to Publication Date: 07/07/1987 Title: Attractors: Building Mountains in
meet the needs of this segment. In Revision Date: 05/21/1993 the Flat Landscape of the World Wide
addition, they have created a software Product Type: Case (Field) Web
tool, called the "Performance Enhancing Abstract: Atlas Copco, a Swedish Author(s): Watson, Richard T.;
Server Accelerator," or PESA, that company, holds the highest market Akselsen, Sigmund; Pitt, Leyland F.
allows the Tronn to perform up to four share for air compressors worldwide. Publication Date: 01/01/1998
times faster than its standard speed. The However, its attempts to enter U.S. Product Type: CMR Article
central question revolves around how to markets have been unsuccessful. The Publisher: California Management
price the Tronn and PESA. Although case describes a series of strategic Review
cost-plus, competition-based, and distribution maneuvers implemented by Abstract: Advocates of the World Wide
status-quo pricing are the most common the company which enable it to improve Web claim it is a great leveler and that
means by which firms establish prices market share from about 1% to 10% in participants have a more equal voice.
for their offerings, these approaches ten years. The objective is to gain an This flatness of the Web creates a major
may prevent firms from fully realizing the understanding of what is involved in challenge for many businesses: How do
benefits that are due to them. Provides building distribution strength. you attract visitors and prospective
an opportunity to optimize value capture Geographic Setting: United States customers to the firm's Web site? The
for the firm by utilizing value-in-use Industry Setting: Compressor Web site that can attract more visitors,
pricing (i.e., examining the value that a Company Size: mid-size all other things being equal, is more
firm's offering creates for the customer, Gross Revenues: $50 million revenues likely to communicate its message to a
and using the savings generated as the Subjects: Competition; Distribution wider audience or sell its product to
basis for developing prices). Also allows channels; Market share more people. Organizations want to build
mountains--or "attractors"--in the Geographic Setting: Canada Author(s): Gilmore, James H.; Pine, B.
otherwise flat landscape of Web-based Industry Setting: Electronic instruments Joseph, II
marketing and advertising. This article & controls Publication Date: 11/01/2007
classifies existing approaches to Company Size: mid-size Product Type: HBS Press Book
creating attractors, identifies four basic Subjects: Canada; Marketing strategy; Summary
types of attractors, and predicts that New product marketing; Pricing; Pricing Abstract: Contrived. Disingenuous.
there will be a move toward creating strategy Phony. Inauthentic. Do your customers
highly interactive attractors as a device Length: 13p use any of these words to describe what
for mass customization. The article also Supplementary Materials: Teaching you sell, or how you sell it? Inundated by
addresses the notion of sustainable Note, (899A09), 9p, by Adrian B. Ryans fakes and sophisticated counterfeits,
attractiveness and presents people increasingly see the world in
recommendations for designing an 2272 terms of real or fake. The first to explore
attractor. Title: Authenticity: What Consumers what authenticity really means for
Subjects: Advertising strategy; Really Want (Hardcover) businesses and how companies can
Customer relations; Customization; Author(s): Pine, B. Joseph, II; Gilmore, approach it both thoughtfully and
Information age; Information technology; James thoroughly, "Authenticity" is a must-read
Marketing strategy; World Wide Web Publication Date: 10/18/2007 for any organization seeking to fulfill
Length: 22p Product Type: HBS Press Book consumers' intensifying demands for the
Abstract: Contrived. Disingenuous. real deal.
502014 Phony. Inauthentic. Do your customers Geographic Setting: Global
Title: The Audio Spotlight use any of these words to describe what Industry Setting: Service industries
Author(s): Moon, Youngme you sell--or how you sell it? If so, Subjects: NO
Publication Date: 11/12/2001 welcome to the club. Inundated by fakes SUBJECTS(KEYWORDS)
Revision Date: 08/05/2002 and sophisticated counterfeits, people Length: 5p
Product Type: Case (Field) increasingly see the world in terms of
Abstract: Joe Pompei, a graduate real or fake. They would rather buy UV0632
student at the MIT Media Lab, has something real from someone genuine Title: AutoZone: How Long Will They
invented a breakthrough audio invention. rather than something fake from some Be in the Zone?
The invention is an "Audio Spotlight" that phony. When deciding to buy, Author(s): Simko, Paul; Farris, Paul W.;
projects a narrow beam of sound in the consumers judge an offering's (and a Cross, Tom
same way a laser beam projects a company's) authenticity as much as--if Publication Date: 09/26/2005
narrow beam of light. He must now not more than--price, quality, and Product Type: Case (Field)
decide how to commercialize the availability. In "Authenticity," James H. Abstract: An abstract is not available for
technology. He has narrowed down the Gilmore and B. Joseph Pine II argue that this product.
commercial possibilities to four markets: to trounce rivals companies must grasp, Geographic Setting: Tennessee
the autosound market, the professional manage, and excel at rendering Industry Setting: Automotive parts &
audio market, the interactive kiosk authenticity. Through examples from a accessories
market, and the home audio market. wide array of industries as well as Gross Revenues: $2.5 billion or more
Geographic Setting: Cambridge, MA government, nonprofit, education, and Subjects: NO
Industry Setting: Audio equipment religious sectors, the authors show how SUBJECTS(KEYWORDS)
industry; Electronics industry to manage customers' perception of Length: 5p
Subjects: Innovation; Market selection; authenticity by: recognizing how Year New: 2008
Product development; Product businesses "fake it; " appealing to the
positioning five different genres of authenticity; 500015
Length: 22p charting how to be "true to self" and what Title: Autobytel.com
you say you are; and crafting and Author(s): Moon, Youngme
99A009 implementing business strategies for Publication Date: 10/20/1999
Title: Augat Electronics, Inc. rendering authenticity. The first to Revision Date: 10/12/2005
Author(s): Ryans, Adrian B. explore what authenticity really means Product Type: Case (Field)
Publication Date: 06/11/1999 for businesses and how companies can Abstract: Autobytel enjoys first-mover
Revision Date: 02/02/2000 approach it both thoughtfully and advantage in the Internet new car buying
Product Type: Case (Field) thoroughly, this book is a must-read for space. According to a number of metrics,
Publisher: Richard Ivey School of any organization seeking to fulfill it is the online leader in this category.
Business/UWO consumers' intensifying demand for the However, a number of competitors have
Abstract: Augat Electronics, Inc. was real deal. sprung up, raising questions about the
finalizing the plan to launch a new line of Geographic Setting: Global long-term viability of Autobytel's
connectors and tools for cable television Industry Setting: Service industries purchase referral model. In addition,
service technicians. While the line was Subjects: NO Autobytel is struggling to accelerate
being developed, a major new U.S.- SUBJECTS(KEYWORDS) revenue growth. The company has
based competitor launched a new Length: 320p launched several new services and is
product line at a premium price and List Price: $26.95 now seeking to reposition itself in the
captured the leadership position in the Year New: 2007 market.
Canadian market. Key decisions facing Geographic Setting: Irvine, CA
Augat were how to price the products 2687ES Industry Setting: Internet & online
and what the supporting marketing Title: Authenticity: What Consumers services industries; Automotive industry
strategy should be. The new Augar Really Want--A Harvard Business Number of Employees: 200
connector product appeared to offer School Press Book Summary in Gross Revenues: $36 million revenues
customers significant economic benefits. Partnership with getAbstract Subjects: Automobiles; Distribution
channels; Electronic commerce; Internet strategy; International business; (598064) C-Car.

Length: 21p Multinational corporations; Technological Industry Setting: Automotive industry;
Supplementary Materials: Teaching change Retail industry
Note, (500076), 13p, by Youngme Moon Length: 20p Subjects: Automobiles; Distribution;
BESTSELLER Distribution planning; Industry analysis;
89105 Marketing strategy; Retailing
504S19 Title: Automation to Boost Sales and Length: 20p
Title: Autobytel.com, Spanish Version Marketing
Author(s): Moon, Youngme Author(s): Moriarty, Rowland T., Jr.; R0606B
Publication Date: 10/20/1999 Swartz, Gordon Title: Avatar-Based Marketing
Revision Date: 05/10/2000 Publication Date: 01/01/1989 Author(s): Hemp, Paul
Product Type: LACC Case Product Type: Harvard Business Publication Date: 06/01/2006
Abstract: Autobytel enjoys first-mover Review Article Product Type: Harvard Business
advantage in the Internet new car buying Abstract: Forward-looking companies, Review Article
space. According to a number of installing marketing and sales Abstract: Advertising has always
metrics, it is the online leader in this productivity (MSP) systems, are seeing targeted a powerful consumer alter ego:
category. However, a number of increases of up to 30% in sales and that hip, attractive, incredibly popular
competitors have sprung up, raising sales force productivity. MSP systems person just waiting to emerge (with the
questions about the long-term viability of automate routine tasks and gather and help of the advertised product) from an
Autobytel's purchase referral model. In interpret data that was either scattered all-too-normal self. Now, in cyberspace,
addition, Autobytel is struggling to or uncollected before. They not only consumers are taking the initiative and
accelerate revenue growth. The upgrade sales and marketing efficiency adopting alter egos that are anything but
company has launched several new but also improve the timeliness and under wraps. These online personae,
services and is now seeking to quality of executives' decision making. called avatars, range from simple but
reposition itself in the market. Teaching Viewed as a corporate strategic personalized cartoonlike characters used
Purpose: Can be used in either a first- investment, companies can exploit the as pictorial signatures in instant
year general marketing course or a synergies possible from linkages with messaging to fully developed characters
second-year marketing course that other parts of the organization. in virtual worlds. And they represent a
focuses on channel strategy or Internet Subjects: Automation; Marketing huge population of "shadow" customers
marketing. information systems; Marketing who can be analyzed, segmented, and
Geographic Setting: Irvine, CA management targeted. The experience of living
Industry Setting: Internet & online Length: 9p through another self is most powerful in
services industries; Automotive industry so-called massively multiplayer online
Number of Employees: 200 597076 role-playing games, which enable
Gross Revenues: $36 million revenues Title: Automobile Distribution in Japan thousands of people to interact
Subjects: Automobiles; Distribution Author(s): Rangan, V. Kasturi; simultaneously within the same three-
channels; Electronic commerce; Internet Kashiwagi, Yutaka dimensional virtual world. In such
Length: 23p Publication Date: 03/04/1997 settings, participants effectively become
Revision Date: 04/08/1997 the avatars they've created, looking out
379019 Product Type: Note through their eyes and engaging with
Title: Autodraft Corp. Abstract: Attempts to capture briefly the other such beings. In this article, which
Author(s): Yoshino, Michael Y.; Hurd historical origins of the Japanese expands upon an item in "The HBR List:
JW automobile distribution system. Tracks Breakthrough Ideas for 2006" (HBR
Publication Date: 07/17/1978 the changes in the system through the reprint R0602B), the author examines
Revision Date: 01/17/1985 Second World War, all the way up to the early efforts to market real-world
Product Type: Case (Field) early 1990s. Teaching Purpose: To products in virtual worlds. He argues that
Abstract: The international sales understand distribution changes from a companies need to look quickly beyond
manager of a computer/electronics firm macro perspective. the market itself and think about the
growing at 50% year amidst rapid Geographic Setting: Japan potential customer, which may be the
technological change must decide about Industry Setting: Automotive industry avatar rather than its creator. Of course,
distribution in Japan. The current Subjects: Automobiles; Distribution; the human behind the avatar controls the
distributor is unsatisfactory. The Franchising; International marketing; money in the real-world wallet. But the
manager is faced with switching Japan; Market entry avatar, as a distinct creation of the user's
distributors, going direct, or maintaining Length: 20p psyche, can influence its creator's
the status quo. New technical purchasing behavior and even make its
developments occur simultaneously. own purchases of real-world products in
598014
Demonstrates difficulty of changing the virtual world, deliverable to the user's
Title: Automobile Retailing in the U.S.
distribution, management of high real-world door. At the least, avatars
Author(s): Rangan, V. Kasturi; Bell,
technology business in international offer a window into people's hidden
Marie
markets, and management of growth. preferences and a means for achieving
Geographic Setting: United States; sustained consumer engagement with a
Japan brand. The marketing initiatives of the
Product Type: Note
Industry Setting: Electronics industry; few pathfinding companies working in
Abstract: In the mid-1990s, the U.S.
Computer industry this area point toward some methods
automobile retailing industry is on the
Company Size: mid-size that might be used in the future.
brink of profound change. This case
Gross Revenues: $50 million sales Industry Setting: Banking industry;
traces the drivers of change, the history
Subjects: Computer systems; Entertainment industry; Gaming industry;
of the industry, and potential distribution
Distribution; Electronics; Growth Online information services; Soft drink
systems of the future. May be used with:
industry (Field), (508049), 6p, by David Godes; Author(s): Godes, David

Subjects: NO Supplement (Field), (508050), 4p, by Publication Date: 02/21/2008
SUBJECTS(KEYWORDS) David Godes; Supplement, (508051), Product Type: Supplement (Field)
Length: 10p 4p, by David Godes; Teaching Note, Abstract: An abstract is not available for
Year New: 2006 (508082), 22p, by David Godes this product. Must be used with:
Year New: 2008 (508048) Avaya (A).
508048 Subjects: NO
Title: Avaya (A) E184A SUBJECTS(KEYWORDS)
Author(s): Godes, David Title: Avaya (A): How to Go to Market? Length: 4p
Publication Date: 02/21/2008 Author(s): Leslie, Mark; Tauber, Year New: 2008
Revision Date: 04/14/2008 Andrew
Product Type: Color Case Publication Date: 02/21/2005 508051
Abstract: Avaya's top management Product Type: Case (Field) Title: Avaya (D): Early Results of the
wants to improve demand generation. Publisher: Stanford University Demand Generation Initiative
This requires an improvement in the Abstract: For three years after its spin Author(s): Godes, David
relationship between Sales and off from Lucent in late 2000, Avaya Publication Date: 02/21/2008
Marketing. This case series (Avaya (A)- struggled with how best to structure its Product Type: Supplement
(D)) walks the student through each go-to-market organization. Chronicles Abstract: An abstract is not available for
phase of this process. The (A) case Avaya's repeated attempts to create an this product. Must be used with:
begins with background on the firm, and effective go-to-market structure. Ends in (508048) Avaya (A).
asks the student to come up with a late 2003, when Don Peterson, the CEO, Subjects: NO
strategy to improve the way in which must choose between four final options. SUBJECTS(KEYWORDS)
Sales and Marketing work together. In Industry Setting: Telecommunications Length: 4p
the (B) case, we see their strategy in the industry Year New: 2008
form of a "unified funnel" and a demand Subjects: NO
generation framework. The unified SUBJECTS(KEYWORDS) R0202J
funnel communicates the idea that not Length: 21p Title: Avoid the Four Perils of CRM
only should the marketing funnel and the Supplementary Materials: Teaching Author(s): Reichheld, Frederick F.;
sales funnel be linked "vertically"--in the Note, (E184AT), 8p, by Alexander Schefter, Phil; Rigby, Darrell K.
sense that Marketing's leads should flow Tauber; Supplement (Field), (E184B), Publication Date: 02/01/2002
seamlessly into Sales' funnel--but they 14p, by Mark Leslie, Andrew Tauber Product Type: Harvard Business
should also be integrated horizontally. Year New: 2006 Review Article
This latter point refers to the idea that Abstract: Customer relationship
Sales and Marketing should each play a 508049 management is one of the hottest
role in each phase of the process from Title: Avaya (B) management tools today. But more than
email marketing solutions right through Author(s): Godes, David half of all CRM initiatives fail to produce
to the close. That is, they argue that the Publication Date: 02/21/2008 the anticipated results. Why? And what
two functions are best integrated by Product Type: Supplement (Field) can companies do to reverse that
encouraging them to work Abstract: An abstract is not available for negative trend? The authors--three
simultaneously, not just sequentially. this product. Must be used with: senior Bain consultants--have spent the
The demand generation framework, on (508048) Avaya (A). past 10 years analyzing customer-loyalty
the other hand, makes explicit what it Subjects: NO initiatives, both successful and
means for them to work together. For SUBJECTS(KEYWORDS) unsuccessful, at more than 200
example, they stipulate that Marketing Length: 6p companies in a wide range of industries.
should be included on the weekly sales Year New: 2008 They've found that CRM backfires in part
conference call. The students are then because executives don't understand
asked to think about how they would what they are implementing, let alone
E184B
implement these ideas. In the (C) case, how much it will cost or how long it will
Title: Avaya (B): Implementing the New
the implementation plan for a specific take. The authors' research unveiled four
Go-to-Market Model
market--Brazil--is described. In common pitfalls that managers stumble
Author(s): Leslie, Mark; Tauber,
particular, we are given data that were into when trying to implement CRM.
Andrew
used in the roll-out process that showed Each pitfall is a consequence of a single
the market's managers how they flawed assumption--that CRM is
compared with other markets on a software that will automatically manage
Product Type: Supplement (Field)
number of dimensions. Finally, the (D) customer relationships. It isn't. Rather,
Publisher: Stanford University
case shows some early data suggesting CRM is the creation of customer
Abstract: An abstract is not available for
that this new method of working together strategies and processes to build
this product. Must be used with:
has had a significant impact. customer loyalty, which are then
(E184A) Avaya (A): How to Go to
Industry Setting: Telecommunications supported by the technology. This article
Market?.
industry looks at best practices in CRM at several
Subjects: NO
Number of Employees: 19,000 companies, including the New York
SUBJECTS(KEYWORDS)
Gross Revenues: $5 billion Times Co., Square D, GE Capital, Grand
Length: 14p
Event Year Start: 2006 Expeditions, and BMC Software. It
Year New: 2006
Event Year End: 2007 provides an intellectual framework for
Subjects: NO any company that wants to start a CRM
SUBJECTS(KEYWORDS) 508050
program or turn around a failing one.
Length: 23p Title: Avaya (C): Implementing Demand
May be used with: (502011) Harrah's
Supplementary Materials: Supplement Generation in Brazil
Entertainment, Inc.
Subjects: Customer relations; Customer of market size at different price levels Sales strategy
retention; Customer service; and Avon's market share. A rewritten Length: 15p
Customization; Loyalty; Market version of an earlier case. Supplementary Materials: Supplement
segmentation Industry Setting: Electronic test & (Library), (503041), 2p, by David B.
Length: 8p measurement; Machinery industry Godes; Teaching Note, (503093), 14p,
Event Year Start: 1956 by David B. Godes
8946 Event Year End: 1956 NEW
Title: Avoid the Four Perils of CRM Subjects: Industrial markets; Machinery;
(HBR OnPoint Enhanced Edition) Market share; Pricing strategy; Product 505S12
Author(s): Rigby, Darrell K.; Reichheld, design; Product introduction Title: Avon.com (A), Spanish Version
Frederick F.; Schefter, Phil Length: 14p Author(s): Godes, David B.
Publication Date: 02/01/2002 Supplementary Materials: Teaching Publication Date: 07/23/2002
Product Type: HBR OnPoint Article Note, (590023), 14p, by E. Raymond Revision Date: 03/03/2003
Abstract: Customer relationship Corey Product Type: LACC Case
management is one of the hottest Abstract: Avon has always sold its
management tools today. But more than 503039 products through a large independent
half of all CRM initiatives fail to produce Title: Avon Corp. direct selling organization. However, it is
the anticipated results. Why? And what Author(s): Corey, E. Raymond now considering whether it should sell
can companies do to reverse that Publication Date: 01/01/1957 directly to the consumer. The company's
negative trend? The authors--three Revision Date: 01/01/1979 independent representatives number
senior Bain consultants--have spent the Product Type: Case (Field) 500,000 in the United States alone. Yet,
past 10 years analyzing customer-loyalty Abstract: Avon engineers developed a there seems to be potential for the web
initiatives, both successful and new type of electric adjustable speed to help them grow their business in new
unsuccessful, at more than 200 drive. Executives began to make long- and different ways. This case considers
companies in a wide range of industries. range plans for production and the benefits that Avon might reap from
They've found that CRM backfires in part marketing. Members of the sales using the web to improve its relationship
because executives don't understand department wondered what pricing with its customers, with its
what they are implementing, let alone recommendations they should make to representatives, and between the
how much it will cost or how long it will management on the basis of estimates representatives and their customers.
take. The authors' research unveiled four of market size at different price levels Teaching Purpose: Sales force
common pitfalls that managers stumble and Avon's market share. management, direct selling, Internet.
into when trying to implement CRM. Industry Setting: Electronic test & Geographic Setting: United States
Each pitfall is a consequence of a single measurement; Machinery industry Industry Setting: Cosmetic
flawed assumption--that CRM is Event Year Start: 1956 Number of Employees: 43,000
software that will automatically manage Event Year End: 1956 Gross Revenues: $5.7 billion revenues
customer relationships. It isn't. Rather, Subjects: Industrial markets; Machinery; Subjects: Marketing management;
CRM is the creation of customer Market share; Pricing strategy; Product Personal selling; Sales compensation;
strategies and processes to build design; Product introduction Sales management; Sales organization;
customer loyalty, which are then Length: 14p Sales strategy
supported by the technology. This article Length: 15p
looks at best practices in CRM at several 503016
companies, including the New York Title: Avon.com (A) 503041
Times Co., Square D, GE Capital, Grand Author(s): Godes, David B. Title: Avon.com (B)
Expeditions, and BMC Software. It Publication Date: 07/23/2002 Author(s): Godes, David B.
provides an intellectual framework for Revision Date: 03/03/2003 Publication Date: 10/29/2002
any company that wants to start a CRM Product Type: Color Case Revision Date: 03/26/2003
program or turn around a failing one. Abstract: Avon has always sold its Product Type: Supplement (Library)
Subjects: Customer relations; Customer products through a large independent Abstract: Supplements the (A) case.
retention; Customer service; direct-selling organization. However, it is Must be used with: (503016) Avon.com
Customization; Loyalty; Market now considering whether it should sell (A).
segmentation directly to the consumer. The company's Subjects: Marketing management;
Length: 11p independent representatives number Personal selling; Sales compensation;
List Price: $6.50 500,000 in the United States alone. Yet, Sales management; Sales organization;
there seems to be potential for Avon to Sales strategy
590022 grow their business on the web in new Length: 2p
Title: Avon Co. and different ways. What benefits might Supplementary Materials: Teaching
Author(s): Corey, E. Raymond Avon reap from using the Web to Note, (503093), 14p, by David B. Godes
Publication Date: 08/09/1989 improve its relationship with its NEW
Revision Date: 10/30/1989 customers, with its representatives, and
Product Type: Case (Field) between the representatives and their 593021
Abstract: Avon engineers developed a customers. Includes color exhibits. Title: BASF: Corporate Advertising for
new type of electric adjustable speed Geographic Setting: United States 1992
drive. Executives began to make long- Industry Setting: Cosmetic Author(s): Greyser, Stephen A.; Klein,
range plans for production and Number of Employees: 43,000 Norman
marketing. Members of the sales Gross Revenues: $5.7 billion revenues Publication Date: 12/28/1992
department wondered what pricing Subjects: Marketing management; Product Type: Case (Field)
recommendations they should make to Personal selling; Sales compensation; Abstract: Describes BASF's corporate
management on the basis of estimates Sales management; Sales organization; advertising program in the United States.
In 1992, BASF's U.S. companies 596510 Abstract: Tracks changes in the luxury
extended an existing corporate Title: BLACK & DECKER CORP. (B): auto market during the 1980s and early
advertising campaign to continue to build "OPERATION SUDDEN IMPACT" 1990s. Shifts in target consumer
awareness of the German-based (DEWALT INTRODUCTION), VIDEO behavior--particularly the yuppie
multinational's corporate identity. The (DVD) lifestyle--serve as the basis for
core theme of the campaign is "We don't Author(s): Black & Decker manufacturer modifications of product
make the products you buy ... we make Publication Date: 05/01/2008 line, positioning, and advertising. The
the products you buy better." The Product Type: Case Video, DVD climax of the case is the 1991 overt
campaign appears only on television. Abstract: An abstract is not available for effort by BMW to "de-yuppify" itself in the
The goals, target audiences, messages, this product. minds of the target market.
media, budget, and approaches to Subjects: NO Geographic Setting: United States
evaluation are described. Acquaints SUBJECTS(KEYWORDS) Industry Setting: Automotive industry;
students with the objectives and detailed Length: 0 min Luxury goods
program specifics of corporate Supplementary Materials: Teaching Company Size: large
advertising campaigns. Examines how a Note, (598106), 22p, by Robert J. Dolan Subjects: Automobiles; Brands;
non-U.S. based company seeks to build Year New: 2007 Consumer behavior; Consumer
corporate awareness and identity in the marketing; Product lines; Product
U.S. despite having only a single 509023 positioning
company-branded consumer product. Title: BMW's Project Switch (A): Length: 24p
May be used with: (593022) Siemens Importers vs. National Sales Companies
Corp. (A): Corporate Advertising for Author(s): Herman, Kerry; Narayandas, 502046
1992; (596106) Siemens Corp. (B): Das Title: BMWFilms
Corporate Advertising for 1996; Publication Date: 09/17/2008 Author(s): Moon, Youngme; Herman,
(593023) Du Pont: Corporate Revision Date: 02/09/2009 Kerry
Advertising for 1992. Product Type: Case (Field) Publication Date: 02/11/2002
Geographic Setting: United States Abstract: BMW is faced with potential Revision Date: 10/12/2005
Industry Setting: Chemical industry channel conflicts across several EU Product Type: Case (Field)
Subjects: Advertising; Chemicals; country markets. The case highlights Abstract: Jim McDowell, VP of
International marketing; Public relations BMW's approach to redesigning its marketing at BMW North America, is
Length: 5p channel in Greece. The case provides debating how to follow up the success of
details on both headquarter and country his latest marketing campaign,
507034 head perspective on BMW's channel "BMWFilms." This campaign features
Title: BBC Worldwide: Global Strategy strategy. five short films for the Internet, directed
Author(s): Quelch, John A.; Knoop, Geographic Setting: Europe by some of the hottest young directors in
Carin-Isabel Industry Setting: Automotive industry Hollywood. By all indications, the
Publication Date: 06/28/2007 Event Year Start: 2003 nontraditional campaign has been a
Revision Date: 01/11/2008 Event Year End: 2003 huge success. Now the question is, what
Product Type: Case (Field) Subjects: NO to do for an encore?
Abstract: In January, 2007, John Smith, SUBJECTS(KEYWORDS) Geographic Setting: North America
chief executive officer of BBC Worldwide Length: 17p Industry Setting: Automotive industry
(BBC WW), the commercial arm of the Supplementary Materials: Supplement Number of Employees: 97,725
British Broadcasting Corporation (BBC), (Field), (509024), 7p, by Kerry Herman, Gross Revenues: $32,693 million
was preparing to meet with his senior Das Narayandas, Laura Winig revenues
managers to discuss BBC WW's global Subjects: Advertising; Automobiles;
strategy options. BBC WW exploited and 509024 Brands; Communication strategy;
exported BBC branded content around Title: BMW's Project Switch (B): Consumer behavior
the globe through all formats, including Importers vs. National Sales Companies Length: 26p
magazines, television, books, DVDs, Author(s): Herman, Kerry; Narayandas, Supplementary Materials: Teaching
audio books, merchandise, mobile Das; Winig, Laura Note, (503073), 39p, by Youngme Moon
phones, downloads, and other emerging Publication Date: 11/13/2008
digital media (such as Internet Protocol Revision Date: 01/12/2009 503S40
TV). BBC WW delivered its profits back Product Type: Supplement (Field) Title: BMWFilms, Spanish Version
to the BBC. Since 2004, BBC WW Abstract: An abstract is not available for Author(s): Moon, Youngme; Herman,
profits had more than doubled. this product. Must be used with: Kerry
Geographic Setting: Europe; Global (509023) BMW's Project Switch (A): Publication Date: 02/11/2002
Industry Setting: Broadcasting industry; Importers vs. National Sales Companies. Revision Date: 12/19/2002
Entertainment industry Subjects: NO Product Type: LACC Case
Number of Employees: 25,000 SUBJECTS(KEYWORDS) Abstract: Jim McDowell, VP of
Gross Revenues: 784 Million, British Length: 7p marketing at BMW North America, is
Pounds debating how to follow up the success of
Event Year Start: 2007 his latest marketing campaign,
593046
Event Year End: 2007 "BMWFilms." This campaign features
Title: BMW: The Ultimate Driving
Subjects: NO five short films for the Internet, directed
Machine Seeks to De-Yuppify Itself
SUBJECTS(KEYWORDS) by some of the hottest young directors in
Author(s): Greyser, Stephen A.; Schille,
Length: 28p Hollywood. By all indications, the
Wendy
Year New: 2007 nontraditional campaign has been a
Revision Date: 10/14/1993 huge success. Now the question is, what
Product Type: Case (Library) to do for an encore? Teaching Purpose:
To explore the consumer behavior Product Type: Supplement (Field) management; International marketing;
dynamics associated with nontraditional Abstract: Discusses the actions taken Marketing strategy; Petroleum industry;
marketing techniques. Also allows for a by the president of Ohmeda and the Sales promotions
discussion of the link between deep company's sales results for the following Length: 21p
consumer understanding and the design three years. Must be used with: Supplementary Materials: Supplement
of a new advertising genre. (587080) BOC Group: Ohmeda (A). (Field), (BAB107), 25p, by Robert J.
Geographic Setting: North America Industry Setting: Medical supplies Kopp, Philip A. Dover; Supplement
Industry Setting: Automotive industry Subjects: Distribution channels; (Field), (BAB108), 19p, by Robert J.
Number of Employees: 97,725 Industrial markets; Marketing Kopp, Philip A. Dover
Gross Revenues: $32,693 million implementation; Medical supplies; Year New: 2005
revenues Product lines; Sales management
Subjects: Advertising; Automobiles; Length: 2p BAB107
Brands; Communication strategy; Supplementary Materials: Teaching Title: BP Oil International: Brand Image
Consumer behavior Note, (588054), 23p, by Rowland T. Program (B)
Length: 27p Moriarty Jr., Gordon Swartz Author(s): Kopp, Robert J.; Dover,
Philip A.
587080 BAB108 Publication Date: 01/01/1995
Title: BOC Group: Ohmeda (A) Title: BP Oil International (C): Brand Revision Date: 12/09/2004
Author(s): Moriarty, Rowland T., Jr.; Image Program Product Type: Supplement (Field)
Swartz, Gordon Author(s): Kopp, Robert J.; Dover, Publisher: Babson College
Publication Date: 09/25/1986 Philip A. Abstract: Supplements the (A) case.
Product Type: Case (Field) Publication Date: 01/01/1995 Must be used with: (BAB106) BP Oil
Abstract: The president of Ohmeda, a Revision Date: 12/09/2004 International: Brand Image Program (A).
wholly owned company of the BOC Product Type: Supplement (Field) Industry Setting: Advertising industry;
Group, plans to grow the company's Publisher: Babson College Petroleum industry
medical equipment sales from $95 Abstract: Supplements the (A) case. Subjects: Advertising; Brand
million in 1985 to $158 million in five Must be used with: (BAB106) BP Oil management; International marketing;
years by focusing on the sale of "high- International: Brand Image Program (A). Marketing strategy; Petroleum industry;
tech" equipment. At the same time, the Industry Setting: Advertising industry; Sales promotions
president expects to sell Ohmeda's Petroleum industry Length: 25p
medical supplies business ($22 million in Subjects: Advertising; Brand Year New: 2005
sales) and to transfer its medical gases management; International marketing;
business ($27.2 million in sales) to Marketing strategy; Petroleum industry; 589100
another business unit of the BOC Group. Sales promotions Title: Babbage's: America's Software
The changes in Ohmeda's products Length: 19p Headquarters
combined with the planned growth in Year New: 2005 Author(s): Salmon, Walter J.; Wylie,
medical equipment cause the president David
to reassess Ohmeda's marketing BAB106 Publication Date: 06/19/1989
system. The new strategic thrust Title: BP Oil International: Brand Image Revision Date: 07/14/1994
requires him to review the role of Program (A) Product Type: Case (Field)
Ohmeda's direct sales and dealer sales Author(s): Kopp, Robert J.; Dover, Abstract: Babbage's was a fast growing
coverage. In doing so he evaluates the Philip A. chain of retail stores that specialized in
economics of three options: 1) Publication Date: 01/01/1995 the sale of software for computers used
continuing with Ohmeda's present Revision Date: 12/09/2004 in the home. By early 1989 there were
system, 2) eliminating dealer sales Product Type: Case (Field) 130 stores geographically clustered in
coverage, and 3) specializing Publisher: Babson College regional shopping malls. The case
salespeople by product group. Abstract: Chronicles BP Oil's process of describes the strategies and systems
Geographic Setting: United States developing, implementing, and employed by the founders to manage the
Industry Setting: Medical equipment & assessing its global branding, along with growth of the company, to retain the
device industry key decision points at three critical areas marketing focus, and to plan for
Company Size: mid-size along the way. BP Oil International is the contingencies.
Gross Revenues: $160 million sales retail/consumer marketing division of a Geographic Setting: United States
Subjects: Distribution channels; company that is historically known for oil Industry Setting: Retail industry
Industrial markets; Marketing exploration and production. Its Company Size: mid-size
implementation; Medical supplies; advertising manager is pressing the Gross Revenues: $60 million sales
Product lines; Sales management company to pay more attention to its Subjects: Consumer marketing;
Length: 23p brand equity, specifically consumer Entrepreneurship; Inventory
Supplementary Materials: Supplement awareness and brand associations management; Marketing strategy;
(Field), (587081), 2p, by Rowland T. (image). The advertising manager and Retailing; Software
Moriarty Jr., Gordon Swartz; Teaching his boss have put together a proposal to Length: 19p
Note, (588054), 23p, by Rowland T. create a global brand equity program Supplementary Materials: Teaching
Moriarty Jr., Gordon Swartz (Brand Image Program), the keystone of Note, (595083), 6p, by Walter J. Salmon,
which is a global advertising campaign. David Wylie
587081 Now they must persuade the Marketing
Title: BOC Group: Ohmeda (B) Strategy Group, a central oversight 85301
Author(s): Moriarty, Rowland T., Jr.; body, to approve the program. Title: Backward Market Research
Swartz, Gordon Industry Setting: Petroleum industry Author(s): Andreasen, Alan R.
Publication Date: 09/25/1986 Subjects: Advertising; Brand Publication Date: 05/01/1985
Product Type: Harvard Business Lindsay the Spanish credit card market at the
Review Article Publication Date: 05/06/2008 time, the methods for profiling credit card
Abstract: Successful research is Product Type: HBS Press Chapter customers, and the variables involved in
designed to lead to actionable Abstract: Balance is one of the deep designing an optimal credit card.
conclusions. By working backward and metaphors that affects the unconscious Concludes with a consideration of the
ascertaining results before the research mind--and choices--of consumers. This decisions the CRM team had to make in
actually hits the field, managers are chapter outlines several aspects of designing the project, including whether
more likely to get results they can work balance that marketers should to use conjoint analysis or implement a
with. Managers must tell researchers the understand. May be used with: mini campaign.
answers they need to accomplish (4451BC) Undressing the Mind of the Geographic Setting: Spain
company goals. By determining where Consumer: Introduction to Deep Industry Setting: Banking industry
they want to go, and then figuring out Metaphors; (4452BC) How to Think Subjects: NO
how to get there, both managers and Deeply: A Brief Guide to Overcoming SUBJECTS(KEYWORDS)
researchers can expect successful Your Depth Deficit; (4453BC) Length: 16p
research. Foundations of Deep Metaphors: How Supplementary Materials: Supplement
Subjects: Market research; Polls & Managers Benefit from Discovering (Field), (107066), 7p, by F. Asis
surveys Consumer Similarities; (4455BC) Martinez-Jerez, Katherine Miller
Length: 4p Transformation: How Changes in Year New: 2007
Substance and Circumstances Affect
593097 Consumer Thinking; (4456BC) Journey: 107066
Title: Bajaj Auto Ltd. How the Meeting of Past, Present, and Title: Bancaja: Developing Customer
Author(s): Quelch, John A.; Laidler, Future Affects Consumer Thinking; Intelligence (B)
Nathalie (4457BC) Container: How Inclusion, Author(s): Martinez-Jerez, F. Asis;
Publication Date: 06/03/1993 Exclusion, and Other Boundaries Affect Miller, Katherine
Revision Date: 07/24/1996 Consumer Thinking; (4458BC) Publication Date: 02/20/2007
Product Type: Case (Field) Connection: How the Need to Relate to Revision Date: 05/14/2008
Abstract: Bajaj Auto Ltd., the world's Oneself and Others Affects Consumer Product Type: Supplement (Field)
second-largest manufacturer of two- and Thinking; (4459BC) Resource: How Abstract: An abstract is not available for
three-wheeler vehicles, is facing Acquisitions and Their Consequences this product. Must be used with:
increasing competition in its domestic Affect Consumer Thinking; (4460BC) (107055) Bancaja: Developing
Indian market. The case evaluates Control: How the Sense of Mastery, Customer Intelligence (A).
appropriate marketing responses both in Vulnerability, and Well-Being Affects Subjects: NO
the Indian market and export markets. Consumer Thinking; (4461BC) Deep SUBJECTS(KEYWORDS)
Geographic Setting: India Metaphors at Work: A Strategy for Length: 7p
Industry Setting: Automotive industry Workable Wondering--Understanding Year New: 2007
Company Size: large the Minds of Consumers.
Subjects: Automotive supplies; India; Subjects: NO
513147
International marketing; Product SUBJECTS(KEYWORDS)
Title: Bangor Punta Operations, Inc.
development Length: 19p
Author(s): Salmon, Walter J.; Cort,
Length: 27p List Price: $6.95
Stanton G.
Supplementary Materials: Teaching Year New: 2007
Note, (598140), 14p, by John A. Quelch Product Type: Case (Field)
107055 Abstract: Company must decide
9-508-P02 Title: Bancaja: Developing Customer whether to broaden its product line
Title: Bajaj Auto Ltd., Portuguese Intelligence (A) through two potential acquisitions and
Version Author(s): Martinez-Jerez, F. Asis; how to integrate any companies
Author(s): Quelch, John A.; Laidler, Miller, Katherine acquired into its present operations and
Nathalie Publication Date: 02/14/2007 marketing activities.
Publication Date: 06/03/1993 Revision Date: 05/14/2008 Geographic Setting: Massachusetts
Product Type: LACC Case Product Type: Case (Field) Industry Setting: Shipbuilding industry
Abstract: Bajaj Auto Ltd., the world's Abstract: In 1996, CEO Fernando Gross Revenues: $8 million sales
second-largest manufacturer of two- and Garcia Checa wanted to make customer Event Year Start: 1966
three-wheeler vehicles, is facing analytics a part of Bancaja's new Event Year End: 1966
increasing competition in its domestic strategy. Bancaja, a savings bank based Subjects: Acquisitions; Business policy;
Indian market. The case evaluates in Valencia, Spain, was expanding and Distribution channels; Marketing
appropriate marketing responses both in wanted to exploit customer information organization; Marketing strategy;
the Indian market and export markets. to increase commercial effectiveness. At Organization; Product lines; Shipbuilding
Geographic Setting: India the same time, it was pushing for Length: 52p
Industry Setting: Automotive industry innovation in the nascent Spanish credit
Subjects: NO card market. To avoid the considerable
593004
SUBJECTS(KEYWORDS) investments of time and money that a
Title: Bank One and Increased
Length: 31p large-scale customer relationship
Consumer Credit
management (CRM) project would
Author(s): Greyser, Stephen A.
require, the bank decided to explore its
4454BC Publication Date: 07/14/1992
benefits with a smaller pilot project. It
Title: Balance: How Justice, Product Type: Case (Library)
appointed a CRM project team to design
Equilibrium, and the Interplay of Abstract: Shortly before Christmas,
and implement a project focused on
Elements Affect Consumer Thinking Bank One has offered its credit card
credit cards. Describes the challenges of
Author(s): Zaltman, Gerald; Zaltman, holders an increase in their line of credit,
and included a check for the increase. memories and CEO Ho Kwon Ping Worldwide Niche Marketing.
The cashing of the check activates an understood the need to diversify risks Subjects: Industrial markets;
interest charge. Teaching Purpose: To across geographic regions. This case International marketing; Marketing
illuminate perspectives of both considers how a company with an strategy; Product development; Product
marketers and consumers regarding experiential brand should manage its lines
direct marketing initiatives, including global expansion without losing the core Length: 1p
targeting capabilities. Ethical issues are values associated with its brand. Supplementary Materials: Case Video,
also implied. Geographic Setting: Singapore; (IMD501), 27 min, by Jean-Philippe
Geographic Setting: United States Thailand Deschamps, Nirmalya Kumar
Industry Setting: Banking industry Subjects: NO
Company Size: large SUBJECTS(KEYWORDS) 506S13
Subjects: Advertising; Commercial Length: 39p Title: Barco Projection Systems (C),
banking; Consumer marketing; Direct Spanish Version
marketing; Ethics 591133 Author(s): Moriarty, Rowland T., Jr.;
Length: 2p Title: Barco Projection Systems (A): McQuade, Krista
Worldwide Niche Marketing Publication Date: 06/10/1991
M213 Author(s): Moriarty, Rowland T., Jr.; Revision Date: 04/25/1996
Title: Bank of America: An Exploratory McQuade, Krista Product Type: LACC Supplement
Study of the Women's Market Publication Date: 06/10/1991 Abstract: An abstract is not available for
Author(s): Ryans, Adrian B.; Bangalore, Revision Date: 05/09/2002 this product.
Ranie Product Type: Case (Field) Subjects: NO
Publication Date: 01/01/1980 Abstract: Deals with the issue of niche SUBJECTS(KEYWORDS)
Product Type: Case (Field) marketing in a worldwide market. Barco Length: 2p
Publisher: Stanford University Projection Systems makes video, data,
Abstract: Illustrates the use of "focus and graphics projectors for the industrial 591135
group discussion" as an exploratory market. They have traditionally been the Title: Barco Projection Systems (C)
marketing research technique. The performance leader. In August 1989, Author(s): Moriarty, Rowland T., Jr.;
marketing research division of Bank of Sony Corp. introduced a higher McQuade, Krista
America is helping its California division performance graphics projector at a Publication Date: 06/10/1991
launch an advertising campaign aimed considerably lower price than Barco's Revision Date: 04/25/1996
at the women's market. Essentially, a existing projector. As a result, Barco is Product Type: Supplement (Field)
transcript of a discussion by one of the faced with being preempted in their Abstract: Updates Barco Projection
focus groups selected for the purpose. fastest growing segment by a competitor Systems (B). Must be used with:
Students are asked to examine critically with much larger resources. Deals with (591133) Barco Projection Systems (A):
the role of the moderator and to evaluate how a small niche player deals with Worldwide Niche Marketing.
the information value of the technique. considerably larger competitors in a Subjects: Industrial markets;
Geographic Setting: California global environment. International marketing; Marketing
Industry Setting: Banking industry Geographic Setting: Global; Belgium strategy; Product development; Product
Subjects: Advertising; Advertising Company Size: mid-size lines
campaigns; Market research; Market Gross Revenues: $50 million revenues Length: 2p
segmentation; Women Subjects: Industrial markets; Supplementary Materials: Case Video,
Length: 30p International marketing; Marketing (IMD501), 27 min, by Jean-Philippe
strategy; Product development; Product Deschamps, Nirmalya Kumar
HKU774 lines
Title: Banyan Tree: Sustainability of a Length: 19p
591136
Brand During Rapid Global Expansion Supplementary Materials: Supplement
Title: Barco Projection Systems (D)
Author(s): Farhoomand, Ali; Ng, (Field), (591134), 1p, by Rowland T.
Author(s): Moriarty, Rowland T., Jr.;
Pauline; Enz, Cathy Moriarty Jr., Krista McQuade;
McQuade, Krista
Publication Date: 03/25/2008 Supplement (Field), (591135), 2p, by
Product Type: Case (Field) Rowland T. Moriarty Jr., Krista
Publisher: University of Hong Kong McQuade; Supplement (Field),
Abstract: Following a successful IPO in (591136), 2p, by Rowland T. Moriarty
Abstract: Updates Barco Projection
June 2006, Banyan Tree Holdings Jr., Krista McQuade; Teaching Note,
Systems (C). Must be used with:
Limited planned to use parts of the (592098), 12p, by Robert J. Dolan; Case
(591133) Barco Projection Systems (A):
proceeds to finance an ambitious Video, (IMD501), 27 min, by Jean-
Worldwide Niche Marketing.
expansion plan. At the core of this Philippe Deschamps, Nirmalya Kumar
Subjects: Industrial markets;
business development plan was an BESTSELLER
International marketing; Marketing
ambitious proposal to open 28 new strategy; Product development; Product
resorts over four years which would 591134 lines
span non-Asian territories from Greece Title: Barco Projection Systems (B) Length: 2p
to Mexico. The Asian Financial Crisis of Author(s): Moriarty, Rowland T., Jr.; Supplementary Materials: Case Video,
1997, the SARS crisis of 2003 and the McQuade, Krista (IMD501), 27 min, by Jean-Philippe
Indian Ocean tsunami of 2004 had taken Publication Date: 06/10/1991 Deschamps, Nirmalya Kumar
their toll on the travel and tourism Revision Date: 04/25/1996
industry in the region where Banyan Product Type: Supplement (Field)
IMD501
Tree's resorts and spas were Abstract: Updates Barco Projection
Title: Barco Projection Systems:
concentrated. Although recovery was on Systems (A). Must be used with:
Interview with COO Erik Dejonghe,
the horizon, those events left haunting (591133) Barco Projection Systems (A):
Video 584149 is contemplating replacing an

Author(s): Deschamps, Jean-Philippe; Title: Basic Quantitative Analysis for international division with three regional
Kumar, Nirmalya Marketing divisions to sustain the company's
Publication Date: 11/23/1998 Author(s): Dolan, Robert J. growth, especially in international
Product Type: Case Video Publication Date: 05/24/1984 markets, and to add value to customers.
Publisher: IMD - International Institute Revision Date: 09/29/1986 Geographic Setting: United States
for Management Development Product Type: Note Industry Setting: Eye care
Abstract: Eric Dejonghe, senior vice Abstract: Shows how to calculate and Company Size: Fortune 500
president and COO of The Barco Group, use the break-even volume in marketing Gross Revenues: $1.7 billion revenues
explains key events and issues that decision making. Subjects: International marketing;
affected Barco during the 1990s. Topics Subjects: Breakeven analysis; Cost Marketing organization; Marketing
include market segments, generic accounting; Demand analysis; Marketing strategy; Medical supplies
versus niche products, the search for strategy; Pricing; Profitability analysis; Length: 20p
new applications of graphic-projection Quantitative analysis Supplementary Materials: Teaching
technology, and the company's Length: 8p Note, (598103), 8p, by John A. Quelch
relationship with its major competitor, BESTSELLER
Sony. Must be used with: (591133) 595031
Barco Projection Systems (A): UV0309 Title: BayFunds
Worldwide Niche Marketing; (591134) Title: Battlefield Furniture Group, Inc. Author(s): Silk, Alvin J.; Klein, Lisa R.;
Barco Projection Systems (B); (591135) Author(s): Ranson, Alexandra; Newton, Harper, Jamie
Barco Projection Systems (C); (591136) Derek A. Publication Date: 09/16/1994
Barco Projection Systems (D). Publication Date: 11/02/1993 Product Type: Case (Field)
Subjects: Industrial markets; Revision Date: 07/15/2004 Abstract: In June, 1994, the Senior Vice
International marketing; Marketing Product Type: Case (Field) President of BayBank's Investment
strategy; Product development; Product Abstract: This case serves as an Management Group is preparing a
lines introduction to field sales management. strategic plan for her organization's line
Length: 27 min A manager must address three sales of mutual funds. Sixteen months earlier,
List Price: $150.00 representatives' ingrained behaviors in BayBank, Massachusetts's leading retail
order to implement a major shift in bank, had entered the mutual fund
585136 marketing strategy. Students should business by successfully launching
Title: Barry Controls: Division of Barry recognize the nature of the "man-in-the- BayFunds, a family of proprietary mutual
Wright Corp. middle" squeeze: the manager caught funds. Now management faces a new
Author(s): Corey, E. Raymond; Kinnear, between the pressure of implementing a set of marketing challenges to develop
Constance M. new strategy from the top and the the business further. How can the mix of
Publication Date: 12/11/1984 resistance to change from the bottom. funds offered be extended to meet
Product Type: Case (Field) Subjects: NO changing market and economic
Abstract: Barry Controls has moved SUBJECTS(KEYWORDS) conditions, and what combination of
from a system of selling direct to using Length: 9p proprietary and third-party funds would
manufacturers' representatives, many of Supplementary Materials: Teaching be most effective in attracting and
these companies being started by former Note, (UV0310), 6p, by Derek A. Newton retaining customers? In addition,
Barry Controls employees. As these Year New: 2007 management must also find ways to
companies begin to diversify, the integrate the mutual funds business
effectiveness of this system of marketing 580123 further into BayBank's core operations
is questioned. Title: Battlefield Group, Inc. (Revised) and systems while coping with a
Geographic Setting: Watertown, MA Author(s): Newton, Derek A. complex and uncertain regulatory
Industry Setting: Manufacturing Publication Date: 03/01/1980 environment.
industries Product Type: Case (Field) Geographic Setting: Massachusetts
Subjects: Distribution planning; Abstract: New sales manager faces a Industry Setting: Financial services
Industrial markets; Manufacturing; Sales variety of problems with individual Number of Employees: 5,600
management salesmen. Gross Revenues: $590 million
Length: 15p Geographic Setting: United States revenues
Industry Setting: Furniture industry Subjects: Brands; Consumer marketing;
506S24 Company Size: mid-size Financial services; Marketing
Title: Basic Quantitative Analysis for Gross Revenues: $64 million annual management; Marketing strategy; Mutual
Marketing, Spanish Version sales funds; Product lines
Author(s): Dolan, Robert J. Subjects: Furniture; Motivation; Sales Length: 34p
Publication Date: 05/24/1984 management; Supervision
Revision Date: 09/29/1986 Length: 10p 598031
Product Type: LACC Note Title: Bayer AG (A)
Abstract: Shows how to calculate and 594056 Author(s): Quelch, John A.; Root, Robin
use the break-even volume in marketing Title: Bausch & Lomb: Regional Publication Date: 09/29/1997
decision making. Organization Revision Date: 10/16/1997
Subjects: NO Author(s): Quelch, John A.; Laidler, Product Type: Case (Field)
SUBJECTS(KEYWORDS) Nathalie Abstract: Bayer's senior executives
Length: 11p Publication Date: 10/25/1993 convene in Germany to consider
Year New: 2006 Revision Date: 12/01/2003 submitting a $1 billion bid that would
Product Type: Case (Field) recover the Bayer brand name and
Abstract: The CEO of Bausch & Lomb trademark cross in North America, both
of which were confiscated by the U.S. Length: 22p Industrial markets; Marketing strategy;
government after World War I. The Pricing strategy; Services
group also sets out to assess the 593082 Length: 13p
communication challenge and brand Title: Bayerische Motoren Werke AG
management tasks the company would (BMW) 594122
face should they decide to go forward Author(s): Dolan, Robert J. Title: Beating the Commodity Magnet
with the purchase. May be used with: Publication Date: 04/02/1993 Author(s): Rangan, V. Kasturi;
(598032) Bayer AG (B). Revision Date: 06/15/1993 Bowman, George
Geographic Setting: North America; Product Type: Case (Field) Publication Date: 06/01/1994
Germany Abstract: In 1992, BMW attempts to Revision Date: 09/12/1994
Industry Setting: Pharmaceutical revive its position in the United States Product Type: Note
industry market. In 1991, unit sales had fallen to Abstract: All markets follow a cycle of
Company Size: large 53,000 from 88,000 in 1987. The new growth and maturity, then
Number of Employees: 142,900 CEO of North America considers a commoditization and decline. This note
Gross Revenues: $11.5 billion net sales multifaceted plan to turn around the argues that while commoditization of an
Subjects: Acquisitions; Brands; situation. industry may seem inevitable, the better
International marketing; Pharmaceuticals Geographic Setting: United States managed firms find a way to make
Length: 19p Industry Setting: Automotive industry money in the commodity cycle. These
Supplementary Materials: Teaching Company Size: large firms know how and when to differentiate
Note, (598075), 12p, by John A. Quelch Gross Revenues: $18 billion revenues their products through innovation,
Subjects: Advertising; Automobiles; service, and customer partnerships; and
598032 Marketing mixes; Marketing planning; how and when to offer a "no-frills"
Title: Bayer AG (B) Product lines product, and seek cost leadership. Four
Author(s): Quelch, John A.; Root, Robin Length: 22p such strategic options are detailed and
Publication Date: 09/29/1997 Supplementary Materials: Teaching discussed. A rewritten version of an
Product Type: Case (Field) Note, (594107), 13p, by Robert J. Dolan earlier note.
Abstract: Bayer's senior executives Subjects: Commodity markets;
detail the communications challenge 390113 Industrial markets; Marketing strategy;
program that resulted from the Title: Bayside Pricing strategy; Services
company's reacquisition of its brand Author(s): Poorvu, William J.; Crum, Length: 14p
name and trademark cross, which gave Richard E.
Bayer one name worldwide for the first Publication Date: 12/05/1989 F0703H
time since World War I. May be used Revision Date: 06/27/2003 Title: Beating the Market with Customer
with: (598031) Bayer AG (A). Product Type: Case (Gen Exp) Satisfaction
Geographic Setting: North America; Abstract: Explores the issues Author(s): Hart, Christopher W.
Germany associated with leasing office space in a Publication Date: 03/01/2007
Industry Setting: Pharmaceutical softening market from the perspective of Product Type: Harvard Business
industry a young leasing agent. Addresses Review Article
Company Size: large market and lease analysis, negotiating Abstract: A growing body of research
Number of Employees: 142,900 tactics and strategy, and management of conclusively shows that higher customer
Gross Revenues: $11.5 billion net sales a financial partnership. satisfaction leads to higher share prices.
Subjects: Acquisitions; Brands; Geographic Setting: Boca Raton, FL Subjects: NO
International marketing; Pharmaceuticals Industry Setting: Real estate SUBJECTS(KEYWORDS)
Length: 7p Company Size: small Length: 4p
Supplementary Materials: Teaching Subjects: Financing; Leasing; Market Year New: 2007
Note, (598075), 12p, by John A. Quelch analysis; Negotiations; Partnerships;
Real estate 586069
503S71 Length: 18p Title: Beatrice Companies, Inc.
Title: Bayerische Motoren Werke AG Supplementary Materials: Teaching Author(s): Quelch, John A.
(BMW), Spanish Version Note, (391222), 10p, by William J. Publication Date: 10/21/1985
Author(s): Dolan, Robert J. Poorvu, Richard E. Crum Revision Date: 08/04/1986
Publication Date: 04/02/1993 Product Type: Case (Library)
Revision Date: 06/15/1993 591089 Abstract: Executives at Beatrice must
Product Type: LACC Case Title: Beating the Commodity Cycle decide whether to proceed with the
Abstract: In 1992, BMW is attempting to Author(s): Rangan, V. Kasturi; second part of a $30 million corporate
revive its position in the U.S. market. In Bowman, George advertising campaign during the
1991, unit sales had fallen to 53,000 Publication Date: 03/12/1991 Summer Olympics of 1984.
from 88,000 in 1987. The new CEO of Revision Date: 03/26/1991 Geographic Setting: United States
North America is considering a Product Type: Note Industry Setting: Food industry
multifaceted plan to turn around the Abstract: Challenges the conventional Company Size: Fortune 500
situation. belief that industry commoditization is Gross Revenues: $13 billion sales
Geographic Setting: United States inevitable and accompanied by Subjects: Advertising campaigns;
Industry Setting: Automotive industry deteriorating profits. Four generic Brands; Consumer marketing; Food
Company Size: large strategies to avoid commoditization are processing industry; Holding companies;
Gross Revenues: $18 billion revenues suggested. Provides illustrations of firms Marketing strategy
Subjects: Advertising; Automobiles; who have successfully implemented Length: 14p
Marketing mixes; Marketing planning; each. Supplementary Materials: Teaching
Product lines Subjects: Commodity markets;
Note, (587075), 10p, by John A. Quelch Multidivisional Marketing Programs Author(s): Cespedes, Frank V.;
Author(s): Cespedes, Frank V.; Goode, Rangan, V. Kasturi
576027 Laura Publication Date: 10/01/1991
Title: Becel Margarine Publication Date: 10/29/1993 Revision Date: 08/16/2000
Author(s): Greyser, Stephen A.; Farris, Revision Date: 11/28/1994 Product Type: Case (Field)
Paul W. Product Type: Case (Field) Abstract: Becton Dickinson, a
Publication Date: 10/10/1975 Abstract: In response to a potential phenomenally successful company with
Product Type: Case (Field) competitive inroad at a key account, an 80% market share in the blood
Abstract: Illustrates the use of a managers at Becton Dickinson are collection needles and syringes market
relatively sophisticated media model for considering a multidivisional marketing faces a change in the customer buying
a product requiring exact targeting of effort. environment (cost containment
advertising expenditures. Both the Geographic Setting: United States pressures at hospitals). This forces a
capabilities and limitations of such Industry Setting: Medical supplies reevaluation of the company's highly
models as an aid to media planning are Company Size: Fortune 500 successful product policy and channel
major issues in the case. Gross Revenues: $1 billion revenues strategy. One of the company's largest
Geographic Setting: Germany Subjects: Industrial markets; Logistics; customers threatens to leave them for
Industry Setting: Food industry Management of change; Marketing refusing their "low-price" request. It is
Company Size: large organization; Marketing strategy; obvious to students that giving in to this
Gross Revenues: $1 billion sales Medical supplies; Sales management; customer's threat would compromise the
Subjects: Advertising; Advertising Supply chain company's "value-added" thrust, yet the
media; Food; Germany; Models; Product Length: 21p potential business at stake makes it
positioning; Public relations Supplementary Materials: Teaching difficult to be inflexible.
Length: 28p Note, (595100), 13p, by Frank V. Geographic Setting: United States
Cespedes Industry Setting: Pharmaceutical
industry
9-509-704
502S25 Company Size: Fortune 500
Title: Becky Saeger, CMO, Charles
Title: Becton Dickinson & Co.: Gross Revenues: $150 million
Schwab & Co., Inc., Interviewed by John
VACUTAINER Systems Division revenues
Quelch, Video Supplement (VHS)
(Condensed), Spanish Version Subjects: Distribution; Marketing
Author(s): Cespedes, Frank V.; implementation; Marketing management;
Rangan, V. Kasturi Marketing organization; Medical
Product Type: Video
Publication Date: 10/01/1991 supplies; Negotiations; Pricing; Sales
Abstract: Professor John Quelch
Revision Date: 08/16/2000 management
interviewed Becky Saeger, Chief
Product Type: LACC Case Length: 17p
Marketing Officer of Charles Schwab
Abstract: Becton Dickinson, a Supplementary Materials: Teaching
and Co., Inc. with regard to the
phenomenally successful company with Note, (595084), 4p, by V. Kasturi
background and success of the "Talk to
an 80% market share in the blood Rangan
Chuck" advertising campaign.
Event Year Start: 2006 collection needles and syringes market
Event Year End: 2006 faces a change in the customer buying 587085
Subjects: NO environment (cost containment Title: Becton Dickinson & Co.:
SUBJECTS(KEYWORDS) pressures at hospitals). This forces a VACUTAINER Systems Division
Length: 11 min reevaluation of the company's highly Author(s): Cespedes, Frank V.;
List Price: $150.00 successful product policy and channel Rangan, V. Kasturi
strategy. One of the company's largest Publication Date: 10/03/1986
customers threatens to leave them for Revision Date: 11/16/1989
9-509-703
refusing their "low-price" request. It is Product Type: Case (Field)
Title: Becky Saeger, CMO, Charles
obvious to students that giving in to this Abstract: Concerns negotiations
Schwab & Co., Inc., Interviewed by
customer's threat would compromise the between managers of Becton
Professor John Quelch, Video
company's "value-added" thrust, yet the Dickinson's (BD) VACUTAINER division
Supplement (DVD)
potential business at stake makes it (which manufactures and sells blood
difficult to be inflexible. collection products) and managers of a
Geographic Setting: United States large hospital buying group. Recent
Product Type: Video
Industry Setting: Pharmaceutical changes in the health care industry are
Abstract: Professor John Quelch
industry the background for the negotiations,
interviewed Becky Saeger, Chief
Company Size: Fortune 500 which involve the buying group's attempt
Marketing Officer of Charles Schwab
Gross Revenues: $150 million to negotiate both lower prices and
and Co., Inc., with regard to the
revenues different distribution terms with BD. The
background and success of the "Talk to
Subjects: Distribution; Marketing case provides background information
Chuck" advertising campaign.
implementation; Marketing management; about important industry changes and
Event Year Start: 2006
Marketing organization; Medical the previous history of purchasing and
Event Year End: 2006
supplies; Negotiations; Pricing; Sales negotiations among BD, the buying
Subjects: NO
management group, and important distributors. As well
SUBJECTS(KEYWORDS)
Length: 18p as a pricing-negotiations case, it is a
Length: 11 min
good vehicle for raising issues
List Price: $150.00
592037 concerning what factors affect the
Title: Becton Dickinson & Co.: balance of power in channel relations.
594060 Geographic Setting: United States
VACUTAINER Systems Division
Title: Becton Dickinson & Co.: Industry Setting: Health care industry
(Condensed)
Company Size: Fortune 500 Industry Setting: Aircraft industry promotional, and distribution approaches
Gross Revenues: $90 million revenues Number of Employees: 11,000 made sense?
Subjects: Distribution; Marketing Gross Revenues: $175 million sales Geographic Setting: China
implementation; Marketing management; Event Year Start: 1968 Industry Setting: Automotive supplies
Marketing organization; Medical Event Year End: 1968 Company Size: mid-size
supplies; Negotiations; Pricing; Sales Subjects: Advertising; Aircraft; Market Subjects: Automotive supplies; China;
management research; Market segmentation; Market Intellectual property; International
Length: 21p structure marketing; Joint ventures; Patents
Supplementary Materials: Supplement Length: 36p Length: 25p
(Note), (591071), 6p, by Robert D. Supplementary Materials: Teaching
Buzzell; Teaching Note, (588077), 11p, 589059 Note, (898M33), 9p, by Paul W.
by Frank V. Cespedes Title: Beef Industry Council: "Beef-- Beamish, Chen Xiao Yue, Jane Lu
Real Food for Real People" Campaign
593070 Author(s): Greyser, Stephen A.; 901A06
Title: Becton Dickinson Division: Teopaco, John L. Title: Beijing Toronto International
Marketing Organization Publication Date: 10/20/1988 Hospital
Author(s): Cespedes, Frank V.; Goode, Product Type: Case (Field) Author(s): Hardy, Kenneth G.; Mark,
Laura Abstract: Senior marketing executives Ken
Publication Date: 12/16/1992 of a national food commodity council are Publication Date: 06/04/2001
Revision Date: 11/15/1994 evaluating initial results of a new Product Type: Case (Field)
Product Type: Case (Field) advertising campaign aimed at Publisher: Richard Ivey School of
Abstract: The marketing director for the increasing real consumer demand for Business/UWO
largest division of a health care products fresh beef. They are deciding on Abstract: Beijing Toronto International
company is reviewing the structure and whether (and, if so, what) modifications Hospital was a new private facility being
staffing of the division's marketing are warranted for the upcoming year. built in Beijing that would offer a full
organization. The division has The new campaign involves a range of general and specialized
authorization to hire an additional substantial increase in marketing Western-quality medical services to a
marketing manager. Hence, the expenditures, and the positioning of beef very specific market segment:
immediate case decisions are: 1) as "real food for real people"--that beef is expatriates and wealthy Chinese
whether to hire an additional manager; an ideal food for the way consumers live families. Membership cards were sold
and 2) if so, what should be the role and and eat today. Major issues include: the that entitled each member to a distinct
responsibilities of a new manager within role of advertising in increasing demand level of hospital service. The CEO found
the marketing organization. Industry for a commodity food product, the that as the building neared completion,
developments, budgetary effectiveness of positioning via mass only a few memberships had been sold,
considerations, and changing field sales media to change consumers' nutritional which resulted in a cash shortage. He
and service requirements make this a perceptions, and evaluation of the did not know why sales failed to
complex decision with larger implications development and results of a major materialize as expected, but felt that he
for the division's marketing strategy and advertising campaign. must redirect and revitalize the
implementation. Geographic Setting: United States marketing campaign. He considered
Geographic Setting: United States Industry Setting: Food industry several options and had to determine
Industry Setting: Health care industry Company Size: large what would work best in the Chinese
Company Size: Fortune 500 Subjects: Advertising campaigns; market.
Gross Revenues: $200 million Agriculture; Commodity markets; Food; Geographic Setting: China
revenues Product positioning Industry Setting: Health care industry
Subjects: Marketing implementation; Length: 72p Company Size: mid-size
Marketing organization; Marketing Subjects: China; Health services;
strategy; Medical supplies; 98M033 International marketing; Market entry;
Organizational design; Product Title: Beijing Mirror Corp. Marketing strategy
management; Sales management Author(s): Beamish, Paul W.; Yue, Length: 18p
Length: 18p Chen Xiao; Xin, Zhao Supplementary Materials: Teaching
Supplementary Materials: Teaching Publication Date: 11/13/1998 Note, (801A06), 9p, by Kenneth G.
Note, (593109), 17p, by Frank V. Revision Date: 02/10/2000 Hardy, Ken Mark
Cespedes Product Type: Case (Field)
Publisher: Richard Ivey School of 592047
513050 Business/UWO Title: Bell Communications Research
Title: Beech Aircraft Corp. (A) Abstract: Beijing Mirror Corp. owned Author(s): Corey, E. Raymond
Author(s): Greyser, Stephen A.; the patent for a newly invented rearview Publication Date: 11/08/1991
Leighton GF mirror that eliminated the usual blind Product Type: Case (Field)
Publication Date: 10/28/1968 spot. Created and owned by the Chinese Abstract: Deals primarily with the
Revision Date: 11/04/1977 university at which the new technology governance structure of one of
Product Type: Case (Field) had been invented, the company was America's most successful R&D
Abstract: Examines all aspects of the trying to decide how to introduce the consortia. Describes Bellcore's relations
company's advertising policy, including product to both the domestic and with its owners, the seven regional Bell
historical approaches to advertising, role international markets. More specifically, companies, and its organization
of advertising within overall company should the company try to commercialize structure and decision-making
strategy, market segmentation, and the technology independently or via joint processes. The timing--1991--is
advertising evaluation. venture? Should they do so with a local propitious. A new CEO, Dr. George
Geographic Setting: United States or foreign company? What pricing, Heilmeier, has just succeeded Mr. Rocco
Marano, the Bellcore's first chairman, the ten accounts. Abstract: Provides data to enhance, if
regulator environment is rapidly Geographic Setting: United States desired, the discussion in Bella Beauty
changing, telecommunications Industry Setting: Cosmetic; Personal Products, Inc. (C). Includes regional
technology is rapidly evolving, and the care products sales by product line, plant shipments by
seven "baby Bells" are moving into other Company Size: large product line, and population data on
sectors of the telecommunications Gross Revenues: $1.2 billion sales regions. Must be used with: (589030)
industries in the United States and Subjects: Cosmetics; Customer Bella Beauty Products, Inc. (C).
expanding abroad. Sheds light on relations; Interdepartmental relations; Industry Setting: Cosmetic
governance structures and processes in Market analysis; Market selection; Subjects: Consumer marketing;
R&D consortia and also raises strategic Product lines Cosmetics; Interdepartmental relations;
issues concerning Bellcore's future. In Length: 6p Market segmentation; Marketing
what directions would Bellcore's management; Sales management
managers like to take this nonprofit 589030 Length: 4p
enterprise? What role or roles do the Title: Bella Beauty Products, Inc. (C)
owner companies represented on Author(s): Shapiro, Benson P. 589033
Bellcore's board want the consortium to Publication Date: 09/01/1988 Title: Bella Beauty Products, Inc. (E)
play? In what ways are the courts and Revision Date: 04/09/1991 Author(s): Shapiro, Benson P.
the regulatory agencies likely to shape Product Type: Case (Gen Exp) Publication Date: 09/01/1988
Bellcore's future? Abstract: Deals with three issues of Product Type: Supplement (Gen Exp)
Geographic Setting: Piscataway, NJ importance to interdepartmental Abstract: Describes a confrontation
Industry Setting: Communications relations in a consumer goods company: between the sales and marketing vice
industry regional marketing, special marketing to presidents concerning regional
Company Size: large a non-regional segment--this one is the marketing. Each views the data in a way
Gross Revenues: $1 billion revenues Hispanic market, and promotional sympathetic to her/his own
Subjects: Communications industry; diversions. It involves a meeting of the organizational position. To be used with
Organizational structure; Regulated president with her vice presidents of Bella Beauty Products, Inc. (C) and (D).
industries; Strategy formulation sales, marketing, and manufacturing. Must be used with: (589030) Bella
Length: 22p May be used with Bella Beauty Beauty Products, Inc. (C).
Products, Inc. (A), (D), (E), and (F). Industry Setting: Cosmetic
588048 Geographic Setting: United States Subjects: Consumer marketing;
Title: Bella Beauty Products, Inc. (A) Industry Setting: Cosmetic; Personal Cosmetics; Interdepartmental relations;
Author(s): Shapiro, Benson P. care products Market segmentation; Marketing
Publication Date: 01/13/1988 Company Size: large management; Sales management
Revision Date: 07/05/1989 Gross Revenues: $1 billion sales Length: 1p
Product Type: Case (Gen Exp) Subjects: Consumer marketing;
Abstract: Deals with the relationships Cosmetics; Interdepartmental relations; 589034
among a large cosmetics and toiletries Market segmentation; Marketing Title: Bella Beauty Products, Inc. (F)
company's operating functions. management; Sales management Author(s): Shapiro, Benson P.
Describes the business and the way in Length: 8p Publication Date: 10/03/1988
which the different functional Supplementary Materials: Supplement Revision Date: 02/09/1990
departments work with one another. The (Gen Exp), (589031), 1p, by Benson P. Product Type: Case (Gen Exp)
relationships have serious problems. Shapiro; Supplement (Gen Exp), Abstract: In 1989 the corporate and
The case is fairly heavily disguised. May (589032), 4p, by Benson P. Shapiro; U.S. managers of Bella Beauty Products
be used with Bella Beauty Products, Inc. Supplement (Gen Exp), (589033), 1p, by were deciding how to approach the skin
(B), (C), (F), and (G). Benson P. Shapiro care market. This case raises issues
Geographic Setting: United States about country managers and product line
Industry Setting: Cosmetic; Personal 589031 managers; corporate marketing,
care products Title: Bella Beauty Products, Inc. (C), research and development, and
Company Size: large Assignment Sheet marketing strategies; and career
Gross Revenues: $1.2 billion sales Author(s): Shapiro, Benson P. choices. While it only absolutely needs
Subjects: Cosmetics; Interdepartmental Publication Date: 09/01/1988 Bella Beauty Products, Inc. (A) for
relations; Marketing management; Product Type: Supplement (Gen Exp) background, the discussion will benefit
Organizational problems; Organizational Abstract: To be used with Bella Beauty from the (B) through (E) cases.
structure; Product development; Product Products, Inc. (C). Must be used with: Industry Setting: Cosmetic; Personal
management (589030) Bella Beauty Products, Inc. care products
Length: 25p (C). Company Size: large
Industry Setting: Cosmetic Subjects: Centralization; Cosmetics;
588049 Subjects: Consumer marketing; Decentralization; Interdepartmental
Title: Bella Beauty Products, Inc. (B) Cosmetics; Interdepartmental relations; relations; Product development; Product
Author(s): Shapiro, Benson P. Market segmentation; Marketing lines; Research & development
Publication Date: 01/13/1988 management; Sales management Length: 5p
Revision Date: 02/08/1990 Length: 1p
Product Type: Case (Gen Exp) 589084
Abstract: A case/exercise on account 589032 Title: Bella Beauty Products, Inc. (G)
selection for a major cosmetics/toiletries Title: Bella Beauty Products, Inc. (D) Author(s): Shapiro, Benson P.
manufacturer. Provides extensive data Author(s): Shapiro, Benson P. Publication Date: 01/07/1989
on ten customers and the company's Publication Date: 09/20/1988 Revision Date: 02/27/1989
product lines. The task is to prioritize the Product Type: Supplement (Gen Exp) Product Type: Case (Gen Exp)
Abstract: Concerns a classic on the program, where she would (591042) Bernard Matthews PLC.
marketing/research and development debate environmentalist leader Dr. Barry Industry Setting: Agribusiness;
(R&D) conflict around product Commoner. Supermarkets
development. Marketing wants product Geographic Setting: United States Subjects: Agribusiness; Competition;
extensions and R&D wants new Industry Setting: Packaging, carton & Diversification; Marketing strategy;
technology. The vice president of human container industries Supermarkets
resources views the conflict as "cultural" Subjects: Communication strategy; Length: 2p
while the vice president of finance views Environmental protection; Management
it as capital budgeting. Data on recent communication; Packaging; Public 506S15
new product and line extension projects relations Title: Best Buy, Spanish Version
is provided. Can be used with just Bella Length: 13p Author(s): Rangan, V. Kasturi;
Beauty Products, Inc. (A). Supplementary Materials: Supplement Chakravarthy, Baleji S.
Geographic Setting: United States (Field), (591106), 6p, by Stephen A. Publication Date: 07/09/1997
Industry Setting: Cosmetic; Personal Greyser, Deanne F. Womack Revision Date: 10/28/1997
care products Product Type: LACC Case
Company Size: large 591106 Abstract: Documents the evolution of
Subjects: Cosmetics; Interdepartmental Title: Beresford Packaging, Inc. (B) Best Buy, an electronics retailer, from its
relations; New product marketing; Author(s): Greyser, Stephen A.; founding in 1966 to its very successful
Organizational problems; Product Womack, Deanne F. "Concept 2" strategy in 1996, boosting
development; Product lines; Research & Publication Date: 03/21/1991 its sales ($7.2 billion) past industry #1
development Product Type: Supplement (Field) Circuit City. Its CEO Richard Schulze
Length: 8p Abstract: Jill Beresford has agreed to offers a new vision (Concept 3) to
Supplementary Materials: Supplement defend the industry against a leading address the company's changed
(Gen Exp), (589085), 1p, by Benson P. environmentalist on network TV. This competitive and consumer environment.
Shapiro case describes her preparation and Reduced profitability in 1996, however,
strategy for the appearance and the calls for creative adaptation of Concept
589085 program itself. She must now develop a 3.
Title: Bella Beauty Products, Inc. (G), long-range industry strategy as Geographic Setting: United States
Supplement communications chair of the Degradable Industry Setting: Retail industry
Author(s): Shapiro, Benson P. Plastics Council, conscious that her own Gross Revenues: $7.2 billion revenues
Publication Date: 01/10/1989 firm is planning to make a public offering Subjects: NO
Product Type: Supplement (Gen Exp) of its shares. Must be used with: SUBJECTS(KEYWORDS)
Abstract: Focuses on one sentence in a (591105) Beresford Packaging, Inc. (A). Length: 33p
memo from the vice president of finance. Subjects: Communication strategy; Year New: 2006
Designed to help sensitize students to Environmental protection; Management
the importance of carefully choosing communication; Packaging; Public 598016
words and tone in interdepartmental relations Title: Best Buy
communication. Must be used with: Length: 6p Author(s): Rangan, V. Kasturi;
(589084) Bella Beauty Products, Inc. Chakravarthy, Baleji S.
(G). 571059 Publication Date: 07/09/1997
Industry Setting: Cosmetic Title: Bergman Wire & Cable Co. (A&B) Revision Date: 10/28/1997
Subjects: Cosmetics; Interdepartmental Author(s): Corey, E. Raymond Product Type: Case (Field)
relations; New product marketing; Publication Date: 12/08/1970 Abstract: Documents the evolution of
Organizational problems; Product Revision Date: 12/01/1987 Best Buy, an electronics retailer, from its
development; Product lines; Research & Product Type: Case (Field) founding in 1966 to its very successful
development Abstract: Discusses a decision to "Concept 2" strategy in 1996, boosting
Length: 1p abandon pooled selling organization for its sales ($7.2 billion) past industry #1
three-line selling organization and the Circuit City. Its CEO Richard Schulze
591105 reorganization of a sales division at the offers a new vision (Concept 3) to
Title: Beresford Packaging, Inc. (A) general manager's level. address the company's changed
Author(s): Greyser, Stephen A.; Geographic Setting: New England competitive and consumer environment.
Womack, Deanne F. Industry Setting: Wire & cabling Reduced profitability in 1996, however,
Publication Date: 03/21/1991 Event Year Start: 1959 calls for creative adaptation of Concept
Product Type: Case (Field) Event Year End: 1961 3.
Abstract: Jill Beresford, in the dual roles Subjects: Organizational change; Geographic Setting: United States
of head of her own major biodegradable Planning; Sales management; Sales Industry Setting: Retail industry
plastics packaging firm and organization Gross Revenues: $7.2 billion revenues
communications chair of the Degradable Length: 29p Subjects: Competition; Distribution
Plastics Council, must decide whether or channels; Retailing
not to appear on network TV to defend 591056 Length: 30p
the industry against a Greenpeace Title: Bernard Matthews PLC, Supplementary Materials: Teaching
attack. Background information is Supplement Note, (599115), 10p, by V. Kasturi
provided on degradable plastic Author(s): Goldberg, Ray A.; O'Keefe, Rangan, Baleji S. Chakravarthy
packaging, on the specific charges by Edmund
the environmental group, and on Publication Date: 12/19/1990 506055
Beresford's own company situation and Product Type: Supplement (Pub Mat) Title: Best Buy Co., Inc.: Customer-
products. If Beresford accepts the Abstract: Supplements Bernard Centricity
invitation, she must plan her approach Matthews PLC. Must be used with: Author(s): Lal, Rajiv; Tarsis, Irina;
Knoop, Carin-Isabel customer-centric operating model Information technology; Process

Publication Date: 04/18/2006 designed to offer targeted "value innovation; Retailing; Service
Revision Date: 10/16/2006 propositions" to one or two distinct management; Services
Product Type: Case (Field) customer segments. The new format Length: 272p
Abstract: With FY2005 sales of $27.3 was a departure from Best Buy's winning List Price: $32.95
billion, Richfield, Minn.-based Best Buy formula and required adjustments in
Co., Inc. was the leading retailer of interactions between various parts of the 579180
consumer electronics, home-office Best Buy organization, including a new Title: Beth Israel Hospital, Boston
products, and related services in North set of segment leaders. Author(s): Lovelock, Christopher H.;
America. Its operations included the Industry Setting: Retail industry Bloom, T.
distinct store formats Best Buy, Future Subjects: NO Publication Date: 03/01/1979
Shop in Canada, and Magnolia Audio SUBJECTS(KEYWORDS) Revision Date: 11/01/1980
Video as well as service provider Geek Length: 36p Product Type: Case (Field)
Squad. For the eight years leading up to Year New: 2006 Abstract: The hospital is reviewing its
2004, Best Buy had reported double- obstetrical services and trying to decide
digit revenue growth every year and 8672 on future strategy relative to
rarely missed earnings. But on Title: Best Face Forward: Why communications, pricing and service
December 13, 2005, Best Buy missed its Companies Must Improve Their Service characteristics. Important environmental
third-quarter earnings per share (coming Interfaces with Customers (Hardcover) trends include increasing government
in at $0.28, not $0.30). The company's Author(s): Rayport, Jeffrey F.; Jaworski, health regulation, a declining birth rate,
stock price fell nearly 12% that day, a Bernard J. more intensive competition, and
loss of $2 billion in market cap. The poor Publication Date: 12/08/2004 changing expectations of maternity care
results were attributed to the aggressive Product Type: HBS Press Book by women. Nine pages of exhibits
rollout of 144 new "centricity" stores-- Abstract: Now more than ever, success include market trends, competitive
revamped retail formats featuring a is based on how well firms manage profiles, and cost and occupancy data.
customer-centric operating model interactions with customers. Short on Geographic Setting: Boston, MA
designed to offer targeted "value appropriately skilled labor and flush with Industry Setting: Hospital industry
propositions" to one or two distinct new intelligent technologies, visionary Company Size: small
customer segments. The new format managers are not just outsourcing or Subjects: Communication strategy;
was a departure from Best Buy's winning sending work offshore for greater Competition; Health services; Hospital
formula and required adjustments in efficiency; they are recruiting machines administration; Nonprofit marketing;
interactions between various parts of the into the workforce for greater Pricing strategy; Public policy;
Best Buy organization, including a new effectiveness. Technology is taking over Regulation
set of segment leaders. "front office" roles in customer Length: 19p
Industry Setting: Retail industry relationship management--sparking a Supplementary Materials: Teaching
Subjects: NO revolution in how firms serve customers Note, (581008), 9p, by Christopher H.
SUBJECTS(KEYWORDS) and compete with rivals. In Best Face Lovelock
Length: 29p Forward, Jeffrey F. Rayport and Bernard
Year New: 2006 J. Jaworski argue that as this "front- 83614
office automation" revolution unfolds, Title: Better Marketing at the Point of
507S08 competitive advantage will increasingly Purchase
Title: Best Buy Co., Inc.: Customer- depend on deploying the right mix of Author(s): Quelch, John A.; Cannon-
Centricity, Spanish Version interfaces with customers--human, Bonventre, Kristina
Author(s): Lal, Rajiv; Tarsis, Irina; automated, and hybrids of both--to Publication Date: 11/01/1983
Knoop, Carin-Isabel surpass current levels of performance Product Type: Harvard Business
Publication Date: 04/18/2006 and service. Based on extensive Review Article
Product Type: LACC Case research inside both start-up and Abstract: The retail point of purchase
Abstract: With FY2005 sales of $27.3 established businesses, Best Face (POP) is the time and place at which all
billion, Richfield, Minn.-based Best Buy Forward proposes guiding principles and the elements of a sale--the consumer,
Co., Inc. was the leading retailer of a practical auditing tool for determining the money, and the product--converge.
consumer electronics, home-office how humans and machines can best Marketers must make the most of the
products, and related services in North collaborate on mediating critical communications possibilities at this point
America. Its operations included the customer interactions. Far from to increase their sales. By making
distinct store formats Best Buy, Future dehumanizing the workforce, the authors effective displays, designing appropriate,
Shop in Canada, and Magnolia Audio show how this revolution will create a easily identifiable packaging, making
Video as well as service provider Geek "people-rich" workplace--one that shopping exciting, and focusing in-store
Squad. For the eight years leading up to combines the unique capabilities of advertising media on the POP,
2004, Best Buy had reported double- humans and machines to create a better marketers can address the various
digit revenue growth every year and world for all of us. Jeffrey F. Rayport is interests of the manufacturer, the
rarely missed earnings. But on chairman and founder of Marketspace retailer, and the consumer.
December 13, 2005, Best Buy missed its LLC, a subsidiary of Monitor Group. Industry Setting: Advertising industry;
third-quarter earnings per share (coming Bernard J. Jaworski is vice-chairman of Retail industry
in at $0.28, not $0.30). The company's Marketspace LLC and heads its Monitor Subjects: Advertising; Marketing
stock price fell nearly 12% that day, a Executive Development business unit. strategy; Retailing; Sales management;
loss of $2 billion in market cap. The poor Industry Setting: Fast food industry; Sales promotions
results were attributed to the aggressive Retail industry Length: 7p
rollout of 144 new "centricity" stores-- Subjects: Automation; Customer
revamped retail formats featuring a service; Electronic commerce;
R0607H Author(s): Kashani, Kamran 583033

Title: Better Sales Networks Publication Date: 09/01/1989 Title: Binney and Smith, Inc.: The Fun
Author(s): Ustuner, Tuba; Godes, David Product Type: Harvard Business Center Program
Publication Date: 07/01/2006 Review Article Author(s): Bonoma, Thomas V.;
Product Type: Harvard Business Abstract: In 1982, the West German Carlson, Karen A.
Review Article company Henkel relaunched Pattex, an Publication Date: 10/01/1982
Abstract: Anyone in sales will tell you internationally accepted but stagnating Product Type: Case (Field)
that social networks are critical. The contact adhesive. The relaunch was Abstract: Binney and Smith (B&S) was
more contacts you have, the more leads successful and Henkel attempted to a $94 million company best known for
you'll generate and, ultimately, the more duplicate it with Pritt, its glue stick. The Crayola Crayons. In 1980, B&S
sales you'll make. But that's a vast strategy failed. The experience developed the Crayola Fun Center, a
oversimplification. Different illustrates two pitfalls of global multishelved merchandising unit
configurations of networks produce marketing: insufficient use of research intended for food and drug chains, mass
different results, and the salesperson and poor follow-up. Other pitfalls include merchandisers, and service
who develops a nuanced understanding overstandardization, narrow vision, and merchandisers. The unit was designed
of social networks will outshine inflexibility in implementation. A to hold most of the Crayola brand items
competitors. The salesperson's job committee of managers from in a single display. The vice president of
changes over the course of the selling headquarters and subsidiaries should marketing must decide on immediate
process. Different abilities are required oversee the global marketing process. plans to service the 1,500 units currently
in each stage of the sale: identifying Subjects: Brands; Competition; in retail outlets, and current plans for
prospects, gaining buy-in from potential International marketing; Marketing servicing the projected 16,000 units by
customers, creating solutions, and management; Marketing strategy; 1986. The concept of retail servicing is
closing the deal. Success in the first Product management new to B&S, as art materials traditionally
stage, for instance, depends on the Length: 7p are shipped to the retailer and placed on
salesperson acquiring precise and timely the shelf by the retailer.
information about opportunities from SMR084 Geographic Setting: Easton, PA
contacts in the marketplace. Closing the Title: Beyond Better Products: Industry Setting: Commercial art
deal requires the salesperson to Capturing Value in Customer products
mobilize contacts from prior sales to act Interactions Company Size: mid-size
as references. Managers often view Author(s): Vandenbosch, Mark; Dawar, Gross Revenues: $94 million revenues
sales networks only in terms of direct Niraj Subjects: Consumer marketing; Cost
contacts. But someone who knows lots Publication Date: 07/01/2002 benefit analysis; Distribution planning;
of people doesn't necessarily have an Product Type: SMR Article Marketing implementation;
effective network because networks Abstract: Why do your customers Merchandising; Retailing; Sales
often pay off most handsomely through choose to buy from you rather than from organization; Toy industry
indirect contacts. Moreover, the density your competition? For the past three Length: 20p
of the connections in a network is years, marketing professors Mark Supplementary Materials: Teaching
important. Do a salesperson's contacts Vandenbosch and Niraj Dawar have Note, (583135), 17p, by Thomas V.
know all the same people, or are their posed that question to more than 1,500 Bonoma, Karen A. Carlson
associates widely dispersed? Sparse senior executives in interviews and
networks are better, for example, at group discussions. And despite the vast 508026
generating unique information. range of industries represented by the Title: Biocon: Launching a New Cancer
Managers can use three levers--sales executives they probed, the responses Drug in India
force structure, compensation, and skills they got were remarkably similar: Author(s): Narayandas, Das; Gupta,
development--to encourage salespeople Customers often value how they interact Sunil
to adopt a network-based view and with their suppliers as much or more Publication Date: 08/28/2007
make the best possible use of social than what they actually buy. As the main Revision Date: 11/26/2008
webs. For example, the sales force can drivers of customer choice, the Product Type: Case (Field)
be restructured to decouple lead executives cited cost-oriented factors Abstract: Kiran Majumdar-Shaw, the
generation from other tasks because such as convenience, ease of doing CEO of Biocon has to make product
some people are very good at building business, and product support and risk- launch timing, pricing, channel, and
diverse ties but not so good at oriented factors such as trust, communications mix decisions relating to
maintaining other kinds of networks. confidence, and the strength of the launch of BioMAb, a new cancer
Companies that take steps of this kind to relationships. Strategies built around drug in India.
help their sales teams build better reducing customers' interaction costs Geographic Setting: India
networks will reap tremendous and risk offer a systematic way to tap Industry Setting: Biotechnology &
advantages. into new sources of customer value pharmaceutical industries
Geographic Setting: Boston, MA while avoiding the often futile attempt to Number of Employees: 3,000
Industry Setting: Computer hardware; compete on product innovation. The Gross Revenues: $155 million
Electronic components; Legal services authors illustrate five different strategies revenues
Subjects: NO that some companies are using to build Event Year Start: 2006
SUBJECTS(KEYWORDS) a sustainable advantage. Event Year End: 2006
Length: 12p Subjects: Competitive advantage; Subjects: NO
Year New: 2006 Customer relations; Customer service; SUBJECTS(KEYWORDS)
Marketing strategy Length: 15p
89506 Length: 10p Supplementary Materials: Teaching
Title: Beware the Pitfalls of Global Year New: 2005 Note, (5-509-039), 13p, by Sunil Gupta,
Marketing Das Narayandas
Year New: 2007 sales revenues in its ten-year history, where product approval is never a
has just received government approval certainty until achieved.
589113 to release Oxyglobin, a revolutionary Geographic Setting: United States
Title: Biokit S.A. new "blood substitute" designed to Industry Setting: Biotechnology &
Author(s): Quelch, John A.; Nueno, replace the need for donated animal pharmaceutical industries
Jose Luis blood in the veterinary market. A virtually Number of Employees: 150
Publication Date: 06/30/1989 identical product for the human market, Subjects: Biotechnology; Market
Revision Date: 07/27/1989 Hemopure, is in the final stages of segmentation; Marketing strategy; New
Product Type: Case (Field) testing by Biopure and is expected to product marketing; Pricing strategy;
Abstract: Management is reassessing gain approval within one to two years. In Product lines
its distribution and product strategies in response to the timing of approval for Length: 18p
light of the effects of the integration of these two products, there has been a Supplementary Materials: Teaching
the European Community in 1992. long-running debate within Biopure as Note, (599094), 19p, by John T.
Geographic Setting: Spain how to proceed with Oxyglobin. At odds Gourville
Industry Setting: Biotechnology are those in charge of Oxyglobin, who BESTSELLER
industry want to see the animal product released
Company Size: small immediately, and those in charge of the 504096
Gross Revenues: $7 million sales Hemopure, who worry that an immediate Title: The Birth of the Swatch
Subjects: Biotechnology; Distribution; release of Oxyglobin would create an Author(s): Moon, Youngme
Europe; Marketing strategy; Product unrealistically low price expectation for Publication Date: 06/08/2004
planning & policy what they feel should be a very high- Revision Date: 11/22/2004
Length: 28p margin human product. Exacerbating the Product Type: Case (Library)
Supplementary Materials: Teaching problem is the nature of the Abstract: In 1993, the Swatch is the
Note, (594084), 7p, by John A. Quelch biopharmaceutical industry, where best-selling watch in history. Traces the
product approval is never a certainty history of the watch industry up to the
until achieved. early 1980s, when the Swatch was
906A37
Geographic Setting: United States introduced. Describes the various
Title: Biomed Co., Ltd.: Designing a
Industry Setting: Biotechnology & elements that made the Swatch different
New Sales Compensation Plan
pharmaceutical industries from any watch the industry had ever
Author(s): Barclay, Donald W.;
Number of Employees: 150 seen. Also includes a discussion of
Chiemchanya, Ponlerd
Subjects: Biotechnology; Market SMH, which controls Swatch, exploring
segmentation; Marketing strategy; New how the company has managed the
product marketing; Pricing strategy; Swatch brand in the context of its brand
Product Type: Case
Product lines portfolio (nine global watch brands in
Publisher: Richard Ivey School of
Length: 22p total.)
Business/UWO
Abstract: A recent MBA graduate was Geographic Setting: Switzerland
about to return to the family business, 598150 Industry Setting: Watch industry
Biomed Co., Ltd., as its general Title: Biopure Corp. Gross Revenues: SFr 2.9 billion
manager. Biomed's parent company, Author(s): Gourville, John T. revenues
Thai Drugs Co., Ltd., has just revised Publication Date: 05/29/1998 Subjects: Brand management;
Biomed's market strategy, a change that Revision Date: 05/27/1999 Communication strategy; Consumer
created the need to realign the sales Product Type: Case (Field) goods; Consumer marketing; Market
compensation system to fit with the new Abstract: It is early 1998 and Biopure positioning; Marketing strategy; Product
strategy. The new general manager was Corp., a small biopharmaceutical firm development; Switzerland
charged with this responsibility. Follows with no sales revenues in its ten-year Length: 15p
the path from strategy to a powerful history, has just received government Supplementary Materials: Teaching
sales compensation plan that will approval to release Oxyglobin, a Note, (505010), 18p, by Youngme Moon
support the strategy and encourage revolutionary new "blood substitute" Year New: 2004
salespeople to execute their role within designed to replace the need for
this strategy. donated animal blood in the veterinary 506S10
Geographic Setting: Thailand market. A virtually identical product for Title: The Birth of the Swatch, Spanish
Industry Setting: Food industry the human market, Hemopure, is in the Version
Subjects: NO final stages of testing by Biopure and is Author(s): Moon, Youngme
SUBJECTS(KEYWORDS) expected to gain approval within one to Publication Date: 06/08/2004
Length: 15p two years. In response to the timing of Revision Date: 11/22/2004
Supplementary Materials: Teaching approval for these two products, there Product Type: LACC Case
Note, (806A37), 13p, by Donald W. has been a long-running debate within Abstract: In 1993, the Swatch is the
Barclay Biopure as how to proceed with best-selling watch in history. Traces the
Year New: 2007 Oxyglobin. At odds are those in charge history of the watch industry up to the
of Oxyglobin, who want to see the early 1980s, when the Swatch was
animal product released immediately, introduced. Describes the various
502S01
and those in charge of the Hemopure, elements that made the Swatch different
Title: Biopure Corp., Spanish Version
who worry that an immediate release of from any watch the industry had ever
Author(s): Gourville, John T.
Oxyglobin would create an unrealistically seen. Also includes a discussion of
low price expectation for what they feel SMH, which controls Swatch, exploring
should be a very high-margin human how the company has managed the
Product Type: LACC Case
product. Exacerbating the problem is the Swatch brand in the context of its brand
Abstract: It is early 1998 and Biopure, a
nature of the biopharmaceutical industry, portfolio (nine global watch brands in
small biopharmaceutical firm with no
total.) Gross Revenues: $4 billion revenues States.

Geographic Setting: Switzerland Subjects: Brands; Competition; Industry Setting: Tool
Industry Setting: Watch industry International marketing; Marketing Subjects: NO
Gross Revenues: SFr 2.9 billion strategy; Product introduction; Tools SUBJECTS(KEYWORDS)
revenues Length: 13p Length: 3p
Subjects: NO Supplementary Materials: Supplement
SUBJECTS(KEYWORDS) (Field), (595060), 6p, by Robert J. 595061
Length: 18p Dolan; Supplement (Field), (595061), 2p, Title: The Black & Decker Corp. (C):
by Robert J. Dolan; Supplement (Field), "Operation Sudden Impact" Results--
501024 (595062), 3p, by Robert J. Dolan; 1992-94
Title: BizRate.com Teaching Note, (598106), 22p, by Author(s): Dolan, Robert J.
Author(s): Moon, Youngme Robert J. Dolan Publication Date: 03/30/1995
Publication Date: 10/10/2000 BESTSELLER Product Type: Supplement (Field)
Revision Date: 03/12/2001 Abstract: Describes the initial results of
Product Type: Color Case 595060 Black & Decker's strategy in the United
Abstract: BizRate is a market research Title: The Black & Decker Corp. (B): States. Must be used with: (595057)
firm that collects point-of-purchase "Operation Sudden Impact" The Black & Decker Corp. (A): Power
customer feedback data from retailing Author(s): Dolan, Robert J. Tools Division.
merchants. It then makes its findings Publication Date: 03/30/1995 Industry Setting: Tool
available to consumers in the form of Revision Date: 06/20/1995 Subjects: Brands; Competition;
"BizRate star ratings," which are Product Type: Supplement (Field) International marketing; Marketing
displayed on its website. To date, its Abstract: Describes Black & Decker's strategy; Product introduction; Tools
primary revenue source has come strategy for the tradesmen market. Must Length: 2p
directly from this market research (the be used with: (595057) The Black & Supplementary Materials: Teaching
company sells detailed customer Decker Corp. (A): Power Tools Division. Note, (598106), 22p, by Robert J. Dolan
feedback analysis reports to vendors). In Geographic Setting: United States
October 1999 (Red October), BizRate Industry Setting: Hand tools & power 595062
introduced a number of e-commerce tools Title: The Black & Decker Corp. (D):
initiatives, which were so successful that Gross Revenues: $4 billion revenues DeWalt Opportunities in Europe and
the company's e-commerce revenues Subjects: Brands; Competition; Japan
are now on the verge of eclipsing International marketing; Marketing Author(s): Dolan, Robert J.
revenues from BizRate's research strategy; Product introduction; Tools Publication Date: 03/30/1995
division. This has led to a debate over Length: 6p Product Type: Supplement (Field)
whether or not BizRate should dump the Supplementary Materials: Case Video, Abstract: Describes Black & Decker's
research side of its business altogether (596511), 25 min, by Black & Decker; challenges in international markets,
(i.e., continue to collect point-of-sale and Teaching Note, (598106), 22p, by particularly in Europe and Japan. Must
follow-up data, but stop producing Robert J. Dolan be used with: (595057) The Black &
research reports for vendors) in order to Decker Corp. (A): Power Tools Division.
focus on becoming an e-commerce 596511 Industry Setting: Tool
referral site. Includes color exhibits. Title: The Black & Decker Corp. (B): Subjects: Brands; Competition;
Geographic Setting: California "Operation Sudden Impact" (DeWalt International marketing; Marketing
Industry Setting: Internet & online Introduction), Video strategy; Product introduction; Tools
services industries Author(s): Black & Decker Length: 3p
Number of Employees: 200 Publication Date: 03/06/1996 Supplementary Materials: Teaching
Gross Revenues: $10 million revenues Product Type: Case Video Note, (598106), 22p, by Robert J. Dolan
Subjects: Direct marketing; Electronic Abstract: Designed for use with Black &
commerce; Market research Decker Corp. (B): "Operation Sudden 587056
Length: 22p Impact." Must be used with: (595060) Title: Black & Decker Corp.: Household
Supplementary Materials: Teaching The Black & Decker Corp. (B): Products Group (A)
Note, (501026), 14p, by Youngme Moon "Operation Sudden Impact". Author(s): Quelch, John A.; Bates,
Industry Setting: Tool Cynthia A.
595057 Subjects: Brands; Competition; Publication Date: 08/12/1986
Title: The Black & Decker Corp. (A): International marketing; Marketing Revision Date: 03/01/1987
Power Tools Division strategy; Product introduction; Tools Product Type: Case (Field)
Author(s): Dolan, Robert J. Length: 25 min Abstract: In April 1984, Black & Decker
Publication Date: 03/30/1995 List Price: $150.00 acquired the housewares division of
Revision Date: 03/30/2001 Supplementary Materials: Teaching General Electric. The new vice president
Product Type: Case (Field) Note, (598106), 22p, by Robert J. Dolan of marketing is reviewing the roles and
Abstract: Presents Black & Decker's 1985 budgets for advertising, sales
performance against a Japanese 9-507-S18 promotion, and merchandising in support
competitor and others in the power tools Title: Black & Decker Corp. (C): of the brand transition from GE to Black
market. Black & Decker is anxious to "Operation Sudden Impact" Results-- & Decker.
regain its market share leadership in 1992-94, Spanish Version Geographic Setting: United States
particular segments of the market. Author(s): Dolan, Robert J. Industry Setting: Appliance industry
Geographic Setting: United States Publication Date: 03/30/1995 Company Size: Fortune 500
Industry Setting: Hand tools & power Product Type: LACC Supplement Gross Revenues: $500 million
tools Abstract: Describes the initial results of revenues
Company Size: Fortune 500 Black & Decker's strategy in the United Subjects: Acquisitions; Appliances;
Brands; Consumer marketing; Product Type: Case (Field) successful recall of the Black & Decker
Merchandising; Sales promotions Abstract: This rewritten version differs Spacemaker Plus Coffeemaker.
Length: 28p from Black & Decker Corp.: Household Objectives include: 1) factors in product
Supplementary Materials: Teaching Products Group (A1) in two ways: 1) It recall effectiveness and success, 2) the
Note, (587155), 18p, by John A. Quelch has an explicit decision focus. Homa use of direct marketing in product recall,
must decide on a program to transfer the 3) the role of public relations in product
587057 Black & Decker name to GE small recall, and 4) impact of product recalls
Title: Black & Decker Corp.: Household appliances; and 2) The detailed on product brands. May be used with:
Products Group (A1) information concerning advertising, (590099) Black & Decker Corp.:
Author(s): Quelch, John A.; Bates, promotion programs, purchase Spacemaker Plus Coffeemaker (A).
Cynthia A. allowances, volume rebates, dating Geographic Setting: United States
Publication Date: 08/12/1986 discounts, cooperative advertising, and Industry Setting: Appliance industry
Product Type: Case (Field) consumer rebates has been condensed. Company Size: Fortune 500
Abstract: A shortened version of the (A) Geographic Setting: United States Gross Revenues: $2.5 billion sales
case with details of Black & Decker's Industry Setting: Appliance industry Subjects: Appliances; Consumer
sales promotion programs abbreviated. Company Size: Fortune 500 marketing; Electric industries; Ethics;
Geographic Setting: United States Gross Revenues: $500 million Marketing implementation; Product
Industry Setting: Appliance industry revenues recalls; Product safety
Company Size: Fortune 500 Subjects: Acquisitions; Appliances; Length: 18p
Gross Revenues: $500 million Brands; Consumer marketing; Supplementary Materials: Teaching
revenues Merchandising; Sales promotions Note, (593036), 16p, by John A. Quelch,
Subjects: Acquisitions; Appliances; Length: 14p N. Craig Smith
Brands; Consumer marketing; Supplementary Materials: Teaching
Merchandising; Sales promotions Note, (591068), 15p, by John A. Quelch 500087
Length: 25p Title: Blockbuster (B)
Supplementary Materials: Teaching 590099 Author(s): Rangan, V. Kasturi; Reitz,
Note, (587155), 18p, by John A. Quelch Title: Black & Decker Corp.: Howard Firestone
Spacemaker Plus Coffeemaker (A) Publication Date: 06/30/2000
502S12 Author(s): Smith, N. Craig Product Type: Supplement (Library)
Title: Black & Decker Corp.: Household Publication Date: 04/25/1990 Abstract: Supplements the (A) case.
Products Group, Brand Transition, Revision Date: 10/22/1992 Withdrawn 11/19/01. Must be used with:
Spanish Version Product Type: Case (Field) (599075) Viacom's "Blockbuster" (A).
Author(s): Quelch, John A.; Abstract: A fire is reported in a Black & Industry Setting: Entertainment
Drumwright, Minette E.; Bates, Cynthia Decker Spacemaker Plus Coffeemaker. industry; Retail industry
A. This newly introduced product is a "Key Subjects: Distribution channels;
Publication Date: 08/08/2002 Introduction" for Black & Decker's Entertainment industry; Retailing;
Product Type: LACC Case Household Product Group (HPG). HPG's Vertical integration
Abstract: This rewritten version differs president has to decide whether the Length: 6p
from Black & Decker Corp.: Household product should be recalled and, if so,
Products Group (A1) in two ways: 1) It how the recall should be implemented. R0309Z
has an explicit decision focus. Homa Teaching objectives include: 1) Title: A Blogger in Their Midst
must decide on a program to transfer the managing a product recall, 2) ethical (Commentary for HBR Case Study)
Black & Decker name to GE small considerations in product safety and Author(s): Suitt, Halley; Weinberger,
appliances; and 2) The detailed product recalls, and 3) the meaning of David; Samuelson, Pamela; Ozzie, Ray;
information concerning advertising, customer care. May be used with: Motameni, Erin
promotion programs, purchase (590100) Black & Decker Corp.: Publication Date: 09/01/2003
allowances, volume rebates, dating Spacemaker Plus Coffeemaker (B). Product Type: Harvard Business
discounts, cooperative advertising, and Geographic Setting: United States Review Article
consumer rebates has been condensed. Industry Setting: Appliance industry Abstract: It was five minutes before
Geographic Setting: United States Company Size: Fortune 500 show time, and only 15 people had
Industry Setting: Appliance industry Gross Revenues: $2.5 billion assets wandered into the conference room to
Company Size: Fortune 500 Subjects: Appliances; Consumer hear Lancaster-Webb CEO Will
Gross Revenues: $500 million marketing; Electric industries; Ethics; Somerset introduce the company's latest
revenues Marketing implementation; Product line of surgical gloves. More important,
Subjects: Acquisitions; Appliances; recalls; Product safety sales prospect Samuel Taylor, medical
Brands; Consumer marketing; Length: 12p director of the Houston Clinic, had failed
Merchandising; Sales promotions Supplementary Materials: Teaching to show. Will walked out of the ballroom
Length: 15p Note, (593036), 16p, by John A. Quelch, to steady his nerves and noticed a
Year New: 2008 N. Craig Smith spillover crowd down the hall. He made
a "What's up?" gesture to Judy Chen,
588015 590100 Lancaster-Webb's communications
Title: Black & Decker Corp.: Household Title: Black & Decker Corp.: chief. She came over to him. "It's Glove
Products Group, Brand Transition Spacemaker Plus Coffeemaker (B) Girl. You know, the blogger," Judy said,
Author(s): Quelch, John A.; Author(s): Smith, N. Craig as if this explained anything. "I think she
Drumwright, Minette E.; Bates, Cynthia Publication Date: 05/01/1990 may have stolen your crowd." "Who is
A. Revision Date: 10/23/1991 she?" Will asked. Glove Girl was a
Publication Date: 10/02/1987 Product Type: Case (Field) factory worker at Lancaster-Webb,
Revision Date: 10/06/1992 Abstract: Describes the highly whose always outspoken, often
informative postings on her web log had Taylor's consternation. This fictional Year New: 2004
developed quite a following. Will was case study considers the question of
new to the world of blogging, but he whether a highly credible, but sometimes 508102
quickly learned about its power in a inaccurate and often indiscreet, online Title: Blogging at BzzAgent
briefing with his staff. After Glove Girl diarist is more of a liability than an asset Author(s): Godes, David
had raved about Lancaster-Webb's older to her employer. What, if anything, Publication Date: 04/14/2008
SteriTouch disposable gloves, orders should Will do about Glove Girl? Revision Date: 05/15/2008
had surged. More recently, though, Industry Setting: Medical supplies; Product Type: Color Case
Glove Girl had questioned the Houston Software industry Abstract: BzzAgent is a word-of-mouth
Clinic's business practices, posting Subjects: HBR Case Discussions; marketing firm. The founder, Dave
damaging information at her site about Human resources management; Balter, sees blogs as an important way
its rate of cesarean deliveries--to Sam Internet; Marketing strategy to communicate BzzAgent's unique
Taylor's consternation. This fictional Length: 8p positioning: transparency. He sees the
case study considers the question of NEW firm's blog--the BeeLog--as a way for the
whether a highly credible, but sometimes firm to participate in conversations with
inaccurate and often indiscreet, online R0309X clients, employees, and "agents."
diarist is more of a liability than an asset Title: A Blogger in Their Midst (HBR However, he has been unhappy with the
to her employer. What, if anything, Case Study) level of interaction the blog has been
should Will do about Glove Girl? May be Author(s): Suitt, Halley generating, and is considering shutting it
used with: (R0309X) A Blogger in Their Publication Date: 09/01/2003 down. The case provides a context for a
Midst (HBR Case Study). Product Type: Harvard Business discussion about word of mouth
Subjects: HBR Case Discussions; Review Article marketing and social media, as well as
Human resources management; Abstract: It was five minutes before about blogs specifically. It also provides
Internet; Marketing strategy show time, and only 15 people had examples of other corporate blogs, and
Length: 4p wandered into the conference room to allows for students to weigh the benefits
Year New: 2004 hear Lancaster-Webb CEO Will and drawbacks of this potentially-
Somerset introduce the company's latest important form of communication.
R0309A line of surgical gloves. More important, Industry Setting: Internet & online
Title: A Blogger in Their Midst (HBR sales prospect Samuel Taylor, medical services industries; Media;
Case Study and Commentary) director of the Houston Clinic, had failed Telecommunications industry
Author(s): Suitt, Halley; Weinberger, to show. Will walked out of the ballroom Number of Employees: 75
David; Samuelson, Pamela; Motameni, to steady his nerves and noticed a Event Year Start: 2008
Erin; Ozzie, Ray spillover crowd down the hall. He made Event Year End: 2008
Publication Date: 09/01/2003 a "What's up?" gesture to Judy Chen, Subjects: NO
Product Type: Harvard Business Lancaster-Webb's communications SUBJECTS(KEYWORDS)
Review Article chief. She came over to him. "It's Glove Length: 51p
Abstract: It was five minutes before Girl. You know, the blogger," Judy said, Supplementary Materials: Teaching
show time, and only 15 people had as if this explained anything. "I think she Note, (5-508-118), 17p, by David Godes
wandered into the conference room to may have stolen your crowd." "Who is Year New: 2008
hear Lancaster-Webb CEO Will she?" Will asked. Glove Girl was a
Somerset introduce the company's latest factory worker at Lancaster-Webb, BH281
line of surgical gloves. More important, whose always outspoken, often Title: Blogging: A new play in your
sales prospect Samuel Taylor, medical informative postings on her web log had marketing game plan
director of the Houston Clinic, had failed developed quite a following. Will was Author(s): Singh, Tanuja; Veron-
to show. Will walked out of the ballroom new to the world of blogging, but he Jackson, Liza; Cullinane, Joe
to steady his nerves and noticed a quickly learned about its power in a Publication Date: 07/15/2008
spillover crowd down the hall. He made briefing with his staff. After Glove Girl Product Type: Case (Field)
a "What's up?" gesture to Judy Chen, had raved about Lancaster-Webb's older Publisher: Business Horizons/Indiana
Lancaster-Webb's communications SteriTouch disposable gloves, orders University
chief. She came over to him. "It's Glove had surged. More recently, though, Abstract: The emergence, proliferation,
Girl. You know, the blogger," Judy said, Glove Girl had questioned the Houston and ubiquity of the Internet have not only
as if this explained anything. "I think she Clinic's business practices, posting transformed businesses, but also altered
may have stolen your crowd." "Who is damaging information at her site about the relationship between the business
she?" Will asked. Glove Girl was a its rate of cesarean deliveries--to Sam and the customer. Recent advances in
factory worker at Lancaster-Webb, Taylor's consternation. This fictional technology have helped to migrate this
whose always outspoken, often case study considers the question of relationship to an interactive level where
informative postings on her web log had whether a highly credible, but sometimes technology contributes to brand building
developed quite a following. Will was inaccurate and often indiscreet, online by creating and sustaining a long-term
new to the world of blogging, but he diarist is more of a liability than an asset relationship with the customer. Media
quickly learned about its power in a to her employer. What, if anything, fragmentation and customer indifference
briefing with his staff. After Glove Girl should Will do about Glove Girl? May be to traditional marketing tools are forcing
had raved about Lancaster-Webb's older used with: (R0309Z) A Blogger in Their marketers to seek new opportunities so
SteriTouch disposable gloves, orders Midst (Commentary for HBR Case the marketing message not only
had surged. More recently, though, Study). captures customers' attention, but also
Glove Girl had questioned the Houston Subjects: HBR Case Discussions; tries to engage them with the company.
Clinic's business practices, posting Human resources management; This paper discusses blogs within the
damaging information at her site about Internet; Marketing strategy context of creating this new, more
its rate of cesarean deliveries--to Sam Length: 4p enduring relationship with the customer.
Blogs are discussed within the Length: 2p Robert J.; Bryant, Murray J.
framework of Web 2.0, the next List Price: $4.50 Publication Date: 08/23/2005
generation of the Internet, which is Revision Date: 03/20/2008
comprised of user-generated content R0109K Product Type: Case (Field)
and social computing. The use of blogs Title: Boost Your Marketing ROI with Publisher: Richard Ivey School of
by several companies as tools to better Experimental Design Business/UWO
engage the customer in the creation, Author(s): Almquist, Eric; Wyner, Abstract: Boots Group PLC, one of the
delivery, and dissemination of marketing Gordon best known and respected retail names
messages is also demonstrated. Publication Date: 10/01/2001 in the United Kingdom, provided health
Industry Setting: E-commerce; Retail Product Type: Harvard Business and beauty products and advice that
industry; Web services Review Article enhanced personal well-being. The
Subjects: NO Abstract: Consumers are regularly marketing manager at Boots was
SUBJECTS(KEYWORDS) blitzed with thousands of marketing planning a sales promotion strategy for a
Length: 12p messages--television commercials, line of professional hair care products.
telephone solicitations, supermarket The professional hair care line consisted
83A025 circulars, and Internet banner ads. Still, primarily of shampoos, conditioners, and
Title: Blue Mountain Resorts Ltd.: The a lot of these messages fail to hit their styling products (gels, wax, mousse,
Night Skiing Decision targets or elicit the desired response: etc.) developed in collaboration with
Author(s): Deutscher, Terry H.; Burke, the purchase of a product or service. It United Kingdom's top celebrity
Susan has been very difficult for companies to hairdressers. The marketing manager's
Publication Date: 01/01/1983 isolate what drives consumer behavior, challenge was to select one of three
Revision Date: 07/19/2002 largely because there are so many promotional alternatives--get three for
Product Type: Case (Field) possible combinations of stimuli. In this the price of two, receive a gift with
Publisher: Richard Ivey School of article, consultants Eric Almquist and purchase, or an on-pack coupon--for the
Business/UWO Gordon Wyner explain that although Christmas season. The alternative
Abstract: A large Ontario ski resort marketing has always been a creative selected would have both immediate
faces a decision about whether to invest endeavor, adopting a scientific approach effects on costs and sales, but also long-
in facilities for night skiing. Demand is to it may actually make it easier--and term implications for the brands involved.
very uncertain, so the management more cost effective--for companies to His primary objective was to drive sales
undertakes a market research study. target the right customers. "Experimental volumes and trade-up consumers from
Day skiers at the facility are surveyed design" techniques, which have long lower value brands, while retaining or
about their potential interest during the been applied in other fields, let people building brand equity.
months of February and March. The project the impact of many stimuli by Geographic Setting: United Kingdom
resort's management is suspicious about testing just a few of them. By using Industry Setting: Merchandising
the validity of the results of the research, mathematical formulas to select and test Event Year Start: 2004
but has no time to collect further data. a subset of combinations of variables, Event Year End: 2004
Geographic Setting: Ontario marketers can model hundreds or even Subjects: NO
Industry Setting: Amusement park & thousands of marketing messages SUBJECTS(KEYWORDS)
attraction industry; Recreation accurately and efficiently--and they can Length: 13p
Company Size: small adjust their messages accordingly. The Supplementary Materials: Teaching
Subjects: Canada; Demand analysis; authors use a fictional company, Biz Note, (805A22), 6p, by Robert J. Fisher,
Market research; Recreation Ware, to describe how companies can Murray J. Bryant
Length: 20p map out on a grid a combination of the Year New: 2006
Supplementary Materials: Teaching attributes (or variables) of a marketing
Note, (883A25), 15p, by Terry H. message and the levels (or variations) of 507S21
Deutscher those attributes. Marketers can test a Title: Boston Fights Drugs (A):
few combinations of those attributes and Designing Communications Research,
C0204B levels and can apply logistic regression Spanish Version
Title: A Blueprint for Constructing a analysis to extrapolate the probable Author(s): Rangan, V. Kasturi;
Personal and Professional Network customer responses to all of the possible Lawrence, Jennifer
Author(s): Krattenmaker, Tom combinations. The company can then Publication Date: 10/30/1987
Publication Date: 04/01/2002 analyze the experiment's implications for Product Type: LACC Case
Product Type: Harvard Management its resources, revenues, and profitability. Abstract: Describes in detail the
Communication Letter Article The authors also present the results of research mounted by five individuals
Abstract: Networking has a bad their work with Crayola, in which they with a $20,000 budget to combat drug
reputation in some circles; it conjures used experimental design techniques to abuse among Boston's school-going
pictures of shameless self-promoters test that company's e-mail marketing population. Using the focus group
bent on manipulating every contact for campaign. May be used with: (504008) methodology they discover that most of
personal gain. But that sort of Meloche Monnex. the current anti-drug advertising is
networking is not only ethically Subjects: Consumer marketing; useless. They create their own
questionable, it just plain doesn't work. Marketing implementation; Marketing storyboards but are not sure if they are
True networking is built on a solid planning; Marketing strategy; Statistical truly better.
foundation of respect and reciprocity. In analysis; Test markets Geographic Setting: Boston, MA
this article, networking experts give their Length: 7p Industry Setting: Advertising industry
tips for building a personal and Subjects: NO
professional network that works. 905A22 SUBJECTS(KEYWORDS)
Subjects: Interpersonal relations; Title: Boots: Hair-Care Sales Promotion Length: 34p
Management communication; Networks Author(s): Shandilya, Pankaj; Fisher, Supplementary Materials: LACC Case,
(507S21), 34p, by V. Kasturi Rangan, conducted by Boston Fights Drugs. Must additionally, allows a thorough key
Jennifer Lawrence be used with: (588031) Boston Fights account analysis of BWI's top 50
Year New: 2007 Drugs (A): Designing Communications dealers.
Research; (588032) Boston Fights Geographic Setting: Massachusetts
588031 Drugs (B): Converting Research to Industry Setting: Boating
Title: Boston Fights Drugs (A): Action. Company Size: small
Designing Communications Research Industry Setting: Advertising industry Gross Revenues: $40 million sales
Author(s): Rangan, V. Kasturi; Subjects: Advertising; Communication Subjects: Distribution planning;
Lawrence, Jennifer strategy; Social change; Social Marketing implementation; Recreational
Publication Date: 10/30/1987 enterprise; Social services equipment; Sales management; Sales
Revision Date: 11/14/1994 Length: 5 min promotions; Shipbuilding
Product Type: Case (Field) List Price: $150.00 Length: 22p
Abstract: Describes in detail the Supplementary Materials: Teaching
research mounted by five individuals 578111 Note, (585169), 15p, by Thomas V.
with a $20,000 budget to combat drug Title: Boston Globe: Advertising the Bonoma, Shirley M. Spence
abuse among Boston's school-going Krugerrand
population. Using the focus group Author(s): Cady, John F. R0303C
methodology they discover that most of Publication Date: 12/16/1977 Title: Bottom-Feeding for Blockbuster
the current anti-drug advertising is Revision Date: 06/19/1978 Businesses
useless. They create their own Product Type: Case (Field) Author(s): Rosenblum, David;
storyboards but are not sure if they are Abstract: Describes the manner in Tomlinson, Doug; Scott, Larry
truly better. which the Boston Globe has made a Publication Date: 03/01/2003
Geographic Setting: Boston, MA decision to advertise the controversial Product Type: Harvard Business
Industry Setting: Advertising industry Krugerrand Coin. Considerable public Review Article
Subjects: Advertising; Communication pressure against this decision has led to Abstract: Marketing experts tell
strategy; Social change; Social a reassessment of current advertising companies to analyze their customer
enterprise; Social services and editorial policy. Students must portfolios and weed out buyer segments
Length: 33p develop an appropriate corporate policy that don't generate attractive returns.
Supplementary Materials: Supplement for advertising. Loyalty experts stress the need to aim
(Field), (588032), 12p, by V. Kasturi Geographic Setting: New England retention programs at "good"
Rangan, Jennifer Lawrence; Teaching Industry Setting: Publishing industry customers--profitable ones--and
Note, (589006), 7p, by Thomas J. Gross Revenues: $100 million assets encourage the "bad" ones to buy from
Kosnik; Case Video, (593517), 5 min, by Subjects: Advertising; Corporate competitors. And customer relationship
Ad Council, V. Kasturi Rangan responsibility; Ethics; Marketing strategy; management software provides
Newspapers; Public relations; South evermore sophisticated ways to identify
588032 Africa and eliminate poorly performing
Title: Boston Fights Drugs (B): Length: 18p customers. On the surface, the
Converting Research to Action movement to banish unprofitable
Author(s): Rangan, V. Kasturi; 584036 customers seems reasonable. But
Lawrence, Jennifer Title: Boston Whaler, Inc.: Managing writing off a customer relationship simply
Publication Date: 10/30/1987 the Dealer Network because it is currently unprofitable is at
Revision Date: 03/11/1992 Author(s): Bonoma, Thomas V.; Kane, best rash and at worst
Product Type: Supplement (Field) Margaret L. counterproductive. Executives need to
Abstract: Describes the results of the Publication Date: 09/29/1983 ask, "How can we make money off the
advertising pre-test described in the (A) Revision Date: 10/31/1984 customers that everyone else is
case. The group must now decide how Product Type: Case (Field) shunning?" Consider Paychex, a payroll-
to implement its findings for maximum Abstract: Mr. Joseph Lawler, newly- processing company that built a nearly
impact. Must be used with: (588031) appointed president of Boston Whaler, billion-dollar business by serving small
Boston Fights Drugs (A): Designing Inc. (BWI), believes that better dealer companies. Established players had
Communications Research. management is the key to his company's ignored these customers on the
Industry Setting: Advertising industry continued growth. BWI manufactured a assumption that small companies
Subjects: Advertising; Communication high-price, high performance line of couldn't afford the service. When
strategy; Implementation; Social change; power and other boats for the founder Tom Golisano couldn't convince
Social enterprise; Social services recreational, commercial, and other his bosses at Electronic Accounting
Length: 12p markets. Its 250 dealers were served by Systems that they were missing a major
Supplementary Materials: Teaching a small force of regional managers. Most opportunity, he started a company that
Note, (589006), 7p, by Thomas J. dealers were not exclusively Whaler now serves 390,000 U.S. customers,
Kosnik; Case Video, (593517), 5 min, by distributors, and Whaler sales ordinarily each employing around 14 people. In
Ad Council, V. Kasturi Rangan did not account for the majority of dealer this article, the authors look closely at
revenues. Mr. Lawler wants the dealers' bottom-feeders--companies that
"commitment" to BWI increased, whether assessed the needs of supposedly
593517
through new dealer agreements, unattractive customers and redesigned
Title: Boston Fights Drugs, Video
training, minimum stocking requirements their business models to turn a profit by
Author(s): Ad Council; Rangan, V.
or whatever other device will help fulfilling those needs. And they offer
Kasturi
increase the importance of the BWI lessons that other executives can use to
relationship to the dealers. Presents a do the same.
Product Type: Case Video
relatively complete account of Subjects: Customer relations; Customer
Abstract: Contains a set of four ads that
distribution management problems, and retention; Loyalty; Market segmentation;
were part of the focus-group research
Marketing strategy into account brand equity's three Developers, Troopers, and Diamonds--is
Length: 8p sources--brand awareness, attribute offered for describing the degree of
NEW perception biases, and nonattribute brand balance.
preference--and reveals how much each Subjects: Brands; Consumer marketing;
F0203B contributes to brand equity. The method Marketing strategy; Product lines
Title: Brand Confusion provides what-if analysis capabilities to Length: 10p
Author(s): Clancy, Kevin J.; Trout, Jack predict the likely impacts of alternative
Publication Date: 03/01/2002 approaches to enhancing a brand's 8281BC
Product Type: Harvard Business equity. Title: Brand Personality: How to Build a
Review Article Subjects: NO Unique Brand
Abstract: Consumers are finding it hard SUBJECTS(KEYWORDS) Author(s): Moser, Mike
to distinguish among competing Length: 41 min Publication Date: 02/13/2003
products. The fault lies partly with Year New: 2006 Product Type: HBS Press Chapter
marketers and ad agencies, but Abstract: A well-defined brand
ultimately it's the CEO's job to stop 8282BC personality can create an immediate
brand dilution. Title: Brand Icons: How to Build a point of differentiation in the
Subjects: Brand management; Brands; Unique Brand marketplace. This chapter will show you
Market positioning; Marketing strategy Author(s): Moser, Mike how to determine the personality your
Length: 1p Publication Date: 02/13/2003 brand is going to use to communicate its
Product Type: HBS Press Chapter core values and core message. May be
1053C Abstract: Identifying and clarifying your used with: (5239BC) You're Five Steps
Title: Brand Equity: Measuring, brand icons--defined as anything that is Away from Having a Customized Brand;
Analyzing, and Predicting unique to your brand and that brings up (8279BC) Core Brand Values: How to
Author(s): Srinivasan, V. Seenu an image of your brand in the customer's Build a Unique Brand; (8280BC) Core
Publication Date: 05/08/2006 mind--is an important step in creating a Brand Message: How to Build a Unique
Product Type: Faculty Seminar Video brand roadmap. This chapter will help Brand; (8282BC) Brand Icons: How to
Medium: CD-ROM you determine which brand icons will Build a Unique Brand; (8283BC) Your
Publisher: Stanford University work best for your brand. May be used Brand Roadmap: How to Build a Unique
Abstract: What is brand equity? How do with: (5239BC) You're Five Steps Away Brand.
we understand its value and its sources? from Having a Customized Brand; Subjects: NO
How can we predict changes in profit (8279BC) Core Brand Values: How to SUBJECTS(KEYWORDS)
based on investment in brand? In this Build a Unique Brand; (8280BC) Core Length: 26p
presentation, professor V. Seenu Brand Message: How to Build a Unique List Price: $6.95
Srinivasan shares his research on Brand; (8281BC) Brand Personality: Year New: 2007
measuring, analyzing, and predicting a How to Build a Unique Brand; (8283BC)
brand's equity in a product market. Your Brand Roadmap: How to Build a 2289C
professor Srinivasan's approach takes Unique Brand. Title: Brand Positioning
into account brand equity's three Subjects: NO Author(s): Moon, Youngme
sources--brand awareness, attribute SUBJECTS(KEYWORDS) Publication Date: 01/12/2007
perception biases, and nonattribute Length: 40p Product Type: Faculty Seminar Video
preference--and reveals how much each List Price: $6.95 Medium: CD-ROM
contributes to brand equity. The method Year New: 2007 Abstract: Have you positioned your
provides what-if analysis capabilities to brand to best engage the interest of
predict the likely impacts of alternative BH003 potential customers? Professor
approaches to enhancing a brand's Title: Brand Leverage Power: The Youngme E. Moon cites numerous
equity. Critical Role of Brand Balance examples of companies, such as
Subjects: NO Author(s): Lane, Vicki R. JetBlue, IKEA, and Sony, whose
SUBJECTS(KEYWORDS) Publication Date: 01/15/1998 unorthodox approaches have allowed
Length: 41 min Product Type: Business Horizons them to steal share from all segments of
Year New: 2006 Article the market. She presents four
Publisher: Business Horizons/Indiana positioning strategies--iconic, reverse,
1053F University breakaway, and stealth positioning--that
Title: Brand Equity: Measuring, Abstract: Attempts to leverage a such companies have used to dominate
Analyzing, and Predicting (Faculty brand's value by brand extensions run their product categories. Her insights
Lecture CD-ROM for Group Use) the risk of undermining the value of the and analyses can help you to position
Author(s): Srinivasan, V. Seenu brand. This article offers an approach to your product to its best advantage.
Publication Date: 05/08/2006 assessing a brand's leverage power Subjects: NO
Product Type: Faculty Seminar Video before deciding to extend the brand. SUBJECTS(KEYWORDS)
Medium: CD-ROM Evidence suggests managers need to Length: 70 min
Abstract: What is brand equity? How do assess both consumer familiarity with, Year New: 2007
we understand its value and its sources? and consumer regard for, the brand.
How can we predict changes in profit Analysis indicates that brands balanced CMR177
based on investment in brand? In this in terms of consumer familiarity and Title: The Brand Relationship Spectrum:
presentation, professor V. Seenu consumer regard have higher potential The Key to the Brand Architecture
Srinivasan shares his research on for leveraging than do brands high in Challenge
measuring, analyzing, and predicting a one of those characteristics but low in Author(s): Aaker, David A.;
brand's equity in a product market. the other. A fivefold typology of brands-- Joachimsthaler, Erich
Professor Srinivasan's approach takes Coveted Icons, Tarnished Treasures, Publication Date: 07/01/2000
Product Type: CMR Article implementation: Strong brands are Length: 3p

Publisher: California Management properly positioned. The brand stays
Review consistent. Sub-brands relate to one BH159
Abstract: The classic brand manager another in an orderly way within a Title: Brand Value, Convictions,
dealt with simple brand structures in part portfolio of brands. A full range of Flexibility, and New Zealand Wine
because he or she was faced with a marketing tools are employed to build Author(s): Beverland, Michael
relatively simple environment and simple brand equity. Finally, he looks at Publication Date: 09/15/2004
business strategies. Today the situation management considerations: Managers Product Type: Business Horizons
is far different. Brand managers now of strong brands understand what the Article
face market fragmentation, channel brand means to customers. The Publisher: Business Horizons/Indiana
dynamics, global realities, and business company gives the brand proper support University
environments that have drastically and sustains it over the long term. And Abstract: How can small firms compete
changed their task. In addition, there is the company consistently measures successfully in today's complex and
pressure to leverage brand assets sources of brand equity. By grading a dynamic markets without selling out?
because of the prohibitive cost of brand according to how well it addresses Seemingly only highly resourced
creating new brands. This set of each dimension, managers can come up companies can develop global brands
challenges has created a new discipline with a comprehensive brand report card. that afford some degree of protection
called "brand architecture." A coherent By doing the same for competitors' from turbulent market forces. But Palliser
brand architecture can lead to impact, brands, they can gain a fuller Estate Wines of New Zealand is one
clarity, synergy, and leverage rather than understanding of the relative strengths of small firm that has managed to develop
market weakness, confusion, waste, and their own brands in the marketplace. a strong brand. Adhering to a core set of
missed opportunities. Brand architecture May be used with: (501004) Brand values, it has ensured the effective use
is an organizing structure of the brand Report Card Exercise; (502083) Inside of limited resources and built a
portfolio that specifies brand roles and Intel Inside. competitive advantage through
the nature of relationships between Subjects: Brand equity; Brand considered action. By blending four
brands. This article introduces a management; Brands; Consumer different types of marketing practices,
powerful brand architecture tool, the marketing; Marketing management; Palliser has created a unique cultural
"brand relationship spectrum." It is Marketing mixes; Marketing strategy outlook that other small business owners
intended to help brand architecture Length: 12p can adopt.
strategists employ insight and subtlety to BESTSELLER Geographic Setting: New Zealand
subbrands, endorsed brands, and their Industry Setting: Wine industry
alternatives. Subbrands and endorsed 501004 Subjects: NO
brands can play a key role in creating a Title: Brand Report Card Exercise SUBJECTS(KEYWORDS)
coherent and effective brand Author(s): Lemon, Katherine N.; Length: 9p
architecture. Bornheimer, Elizabeth; Keller, Kevin L. Year New: 2005
Subjects: Brand equity; Brand Publication Date: 08/15/2000
management; Brands; Corporate Product Type: Exercise 905A24
strategy Abstract: Designed primarily to give Title: The Brand in the Hand: Mobile
Length: 17p students the opportunity to evaluate Marketing at Adidas
brands by breaking down individual Author(s): Rohm, Andrew; Sultan,
R00104 attributes and analyzing performance in Fareena; Wesley, David
Title: The Brand Report Card these areas. In doing so, students will be Publication Date: 09/26/2005
Author(s): Keller, Kevin L. able to isolate a brand's distinct Revision Date: 11/07/2005
Publication Date: 01/01/2000 characteristics and decide which areas Product Type: Case (Field)
Product Type: Harvard Business are the most important for improving Publisher: Richard Ivey School of
Review Article brand performance. May be used with: Business/UWO
Abstract: Most managers recognize the (R00104) The Brand Report Card. Abstract: The global media manager for
value in building and properly managing Subjects: Brands; Consumer marketing; Adidas International is responsible for
a brand. But few can objectively assess Marketing management; Marketing developing and championing a new
their brand's particular strengths and mixes; Marketing strategy marketing strategy at Adidas called
weaknesses. Most have a good sense of Length: 11p "brand in the hand" that is based on the
one or two areas in which their brand Supplementary Materials: Teaching convergence of cell phones and wireless
may excel or may need help. But, if Note, (501006), 5p, by Katherine N. Internet. Presents company background
pressed, many would find it difficult even Lemon, Elizabeth Bornheimer, Kevin L. information, data on the penetration of
to identify all the factors they should be Keller mobile devices such as cell phones, the
considering. To give managers a growth of global mobile marketing
systematic way to think about their 596092 practices, and several mobile marketing
brands, Tuck School professor Kevin Title: Brand Valuation Methodology: A communications campaigns that Adidas
Lane Keller lays out the ten Simple Example launched in 2004, such as a mobile
characteristics that the strongest brands Author(s): Silk, Alvin J. news ticker for the 2004 European
share. He starts with the relationship of Publication Date: 01/26/1996 soccer championship. Introduces a
the brand to the customer: The Product Type: Note specific campaign--Respect M.E.--
strongest brands excel at delivering the Abstract: Provides a simple illustration featuring Missy Elliott, a popular female
benefits customers truly desire, he says. of a methodology for making a financial hip-hop artist, and discusses the
They stay relevant to customers over evaluation of a brand. company's mobile marketing strategy to
time. Pricing truly reflects consumers' Subjects: Brands; Consumer marketing; support Elliott's new line of sportswear.
perceptions of value. Keller then moves Marketing strategy Geographic Setting: Europe; United
on to consider marketing strategy and Kingdom; United States
Industry Setting: Apparel & textile marketing Length: 25p

industries Length: 22p List Price: $6.95
Event Year Start: 2004 NEW Year New: 2006
Subjects: NO 4857BC 503045
SUBJECTS(KEYWORDS) Title: Branding as Cultural Activism: An Title: Brands and Branding
Length: 25p Agenda for Building Iconic Brands Author(s): Holt, Douglas B.
Supplementary Materials: Teaching Author(s): Holt, Douglas B. Publication Date: 11/15/2002
Note, (805A24), 13p, by David Wesley Publication Date: 09/15/2004 Revision Date: 03/11/2003
Year New: 2006 Product Type: HBS Press Chapter Product Type: Note
Abstract: To systematically build iconic Abstract: Develops a cultural framework
F00604 brands, companies must reinvent their for thinking about what a brand is and
Title: Branded by the Past marketing function. They must assemble how firms shape their brands through
Author(s): Ettenson, Richard; Klein, Jill cultural knowledge, rather than their marketing activities. Four
Publication Date: 11/01/2000 knowledge about individual consumers. dimensions of the brand are described:
Product Type: Harvard Business They must strategize according to economic, social, psychological, and
Review Article cultural branding principles, and they symbolic.
Abstract: In a global economy, must hire and train cultural activists, Subjects: Brand management; Brands;
marketing managers need to consider rather than stewards of brand essence. Consumer behavior; Marketing strategy;
factors that don't apply in domestic Subjects: NO Product positioning
markets. When an Israeli refuses to buy SUBJECTS(KEYWORDS) Length: 12p
a German car, for instance, the issue Length: 16p NEW
isn't product quality. It's history. List Price: $6.95
Subjects: Consumer behavior; Year New: 2007 503S80
International business; International Title: Brands and Branding, Spanish
marketing; Marketing management 2602BC Version
Length: 1p Title: Branding: Differentiation that Author(s): Holt, Douglas B.
Customers Value Publication Date: 11/15/2002
504023 Publication Date: 11/21/2005 Product Type: LACC Note
Title: Branding Citigroup's Consumer Product Type: HBS Press Chapter Abstract: Develops a cultural framework
Business Abstract: Selling a product or service is for thinking about what a brand is and
Author(s): Deshpande, Rohit; Knoop, easy when it operates as it should, is how firms shape their brands through
Carin-Isabel easy to buy and operate, and is backed their marketing activities. Four
Publication Date: 07/21/2003 by customer service--and many products dimensions of the brand are described:
Revision Date: 04/14/2005 may fall into this category. But branding economic, social, psychological, and
Product Type: Case (Field) is what relates your logo and name to symbolic.
Abstract: In Spring 1998, Citicorp and perpetual high quality in the mind of a Subjects: Brand management; Brands;
Travelers merged to create a financial customer and keeps him coming back to Consumer behavior; Marketing strategy;
powerhouse that united the bank with you for a second purchase. In this Product positioning
Travelers' consumer finance and chapter, the authors introduce basic Length: 13p
brokerage businesses, including branding strategy as well as warn of NEW
Salomon Smith Barney and Primerica. It over-differentiation, which may make the
was the first U.S. financial services advertising staff happier with a novel 96109
company to combine banking, product to sell but may leave the Title: Brands vs. Private Labels:
insurance, and investments under one customer unsatisfied, resulting in a loss Fighting to Win
umbrella. Both entities historically had of customer equity. May be used with: Author(s): Quelch, John A.; Harding,
very different cultures, driving a radically (2556BC) Marketing Strategy: How it David
different approach to branding. During Fits with Business Strategy; (2564BC) Publication Date: 01/01/1996
completion of the merger, a team of Creating a Marketing Plan: An Product Type: Harvard Business
managers was responsible for Overview; (2572BC) Competitive Review Article
recommending to top management a Analysis: Understand Your Opponents; Abstract: How real is the private-label
new brand identity that would unite the (2580BC) Market Customization: threat to branded products? What should
entire organization and provide it with a Market Segmentation, Targeting, and national-brand manufacturers do about
strategic focus. The new brand also had Positioning; (2599BC) Developing New it? On the one hand, manufacturers have
to inform customers and shareholders of Products and Services: The Marketer's reason to be concerned. There are more
Citigroup's new financial capabilities and Role; (2610BC) The Right Customers: private labels on the market than ever
allow cross-selling without sacrificing the Acquisition, Retention, and before; collectively, unit share of store-
power of component brands. In a tense Development; (2629BC) Pricing It Right: brand goods place first, second, or third
post-merger situation, decisions must be Strategies, Applications, and Pitfalls; in 177 of 250 supermarket product
made early and decisively to prevent (2637BC) Integrated Marketing categories in the United States. But
damaging brand equity. Communications: Creativity, many manufacturers have not fully
Geographic Setting: New York, NY Consistency, and Effective Resource recognized two important points in
Number of Employees: 255,000 Allocation; (2645BC) Interactive considering this threat. First, private-
Gross Revenues: $92,556 million Marketing: New Channel, New label market share generally goes up
revenues Challenge; (2653BC) Marketing Across when the economy is suffering and down
Subjects: Brand management; Brands; Borders: It's a Big, Big World. in stronger economic periods. Second,
Corporate culture; Financial services; Subjects: NO manufacturers of brand-name products
Global Research Group; International SUBJECTS(KEYWORDS) can have significant influence on the
seriousness of the challenge posed by competitors, and certain key marketing new positioning. A company can use
private-label goods. It is difficult for issues associated with data these techniques to go on the offensive
managers to look at a competitive threat communication networks as of 1983. Its and transform a category by demolishing
objectively and in a long-term context intention is to indicate both the potential its traditional boundaries. Companies
when day-to-day performance is and the uncertainties involved in the that disrupt a category through
suffering. But the authors strongly formulation of marketing strategies for positioning create a lucrative place to ply
advocate keeping the private-label this emerging marketplace. Also their wares--and can leave category
challenge in perspective. provides pertinent background incumbents scrambling.
Industry Setting: Retail industry information and discussion questions for Subjects: Marketing strategy; Product
Subjects: Brands; Marketing cases and research concerning long- life cycle; Product positioning
management; Marketing strategy; distance data networks, local-area Length: 8p
Product planning & policy; Retailing networks, data-base providers, and Year New: 2005
Length: 11p (more generally) companies involved in
BESTSELLER marketing information services. 592097
Industry Setting: Computer industry; Title: Breaking with the Past?: Four
DMI018 Information services; Non-store retailing; Examples of Product Change
Title: Braun: The Syncro Shaver (B) Telecommunications industry Author(s): Dhebar, Anirudh
Author(s): Freeze, Karen J. Subjects: Computer industry; Publication Date: 05/11/1992
Publication Date: 03/24/2006 Information services; Marketing strategy; Revision Date: 07/05/1994
Product Type: Case (Field) Non-store retailing; Technology; Product Type: Case (Library)
Publisher: Design Management Telecommunications Abstract: Describes four examples of
Institute Length: 36p product change where the new version
Abstract: Two years later, Braun has a of the product makes a "break with the
revolutionary new shaving system and is R0505E past" in some important respect. The
struggling over how to communicate its Title: Break Free from the Product Life four examples are those of the IBM PS/2
benefits to the market. Its novel feature, Cycle family of personal computers, Lotus 1-2-
an automatic cleaning center, is not Author(s): Moon, Youngme 3 spreadsheet software, Nikon's line of
quite yet debugged, which adds to the Publication Date: 05/01/2005 SLR camera bodies and lenses and
concerns of those who believe that the Product Type: Harvard Business Rolm's telephone switching system.
new shaver, outstanding in itself, should Review Article Illustrates different ways in which a
be launched solo, leaving the cleaning Abstract: Most firms build their product may break with the past, and is
center as an attractive accessory. marketing strategies around the concept useful for discussing the reasons for
Others believe that Braun needs to offer of the product life cycle--the idea that making a break and the implementation
more than "just" a new shaver at a time after introduction, products inevitably of the break in the context of a product
of declining market share. How they follow a course of growth, maturity, and line.
launch and market this new product decline. It doesn't have to be that way, Industry Setting: Office furniture &
around the world may determine the fate says Harvard Business School equipment; Consumer electronics
of the Braun brand into the 21st century. marketing professor Youngme Moon. By Subjects: High technology products;
For a company whose new "brand positioning their products in unexpected Product lines; Product management;
promise" is "Designed to Make a ways, companies can change how Technological change
Difference," a critical challenge is how to customers mentally categorize them. In Length: 5p
position the radically new product both to doing so, they can shift products lodged Supplementary Materials: Teaching
gain new, convenience-oriented in the maturity phase back--and catapult Note, (593121), 13p, by Anirudh Dhebar
consumers and to keep loyal, new products forward--into the growth
conservative customers who want "only phase. The author describes three 87613
a closer and more comfortable shave." positioning strategies that marketers use Title: A Breeze in the Face
Geographic Setting: Germany; Global; to shift consumers' thinking. Reverse Author(s): Schuster, Thomas F.
United States positioning strips away "sacred" product Publication Date: 11/01/1987
Industry Setting: Consumer electronics attributes while adding new ones Product Type: Harvard Business
Subjects: NO (JetBlue, for example, withheld the Review Article
SUBJECTS(KEYWORDS) expected first-class seating and in-flight Abstract: Large U.S. consumer goods
Length: 17p meals on its planes while offering manufacturers and retailers have seen
Supplementary Materials: Teaching surprising perks like leather seats and profits decline disastrously when they
Note, (DMI019), 5p, by Karen J. Freeze; extra legroom). Breakaway positioning have overpromoted lines to stimulate
Supplement, (DMI020), 5p, by Karen J. associates the product with a radically short-term volume. A simple application
Freeze different category (Swatch chose not to of economic theory shows that
Year New: 2006 associate itself with fine jewelry and overpromotion costs too much -
instead entered the fashion accessory whatever extra volume is generated will
584006 category). And stealth positioning be eaten up by increased competition,
Title: Brave New World: Note on the acclimates leery consumers to a new overhead costs, and customers who
Data Communications Marketplace-- offering by cloaking the product's true learn to wait for a sale rather than to buy
1983 nature (Sony positioned its less-than- at full price.
Author(s): Cady, John F.; Cespedes, perfect household robot as a quirky pet). Industry Setting: Retail industry
Frank V. Clayton Christensen described how new, Subjects: Consumer behavior;
Publication Date: 07/13/1983 simple technologies can upend a Marketing management; Marketing
Product Type: Note market. In an analogous way, these strategy; Pricing; Retailing; Sales
Abstract: Provides an overview of the positioning strategies can exploit the promotions
technology, potential markets and vulnerability of established categories to
Length: 5p China; Distribution; Growth strategy give the board this critical knowledge.
Length: 20p The dashboard has three parts, each of
999008 Supplementary Materials: Teaching which the board should review regularly.
Title: Bridge the Gap Between Strategy Note, (505066), 3p, by David E. Bell The first part tracks the company's main
and Tactics with the Magic Matrix Year New: 2004 business drivers--those business
Author(s): Shapiro, Benson P. conditions that, when manipulated or
Publication Date: 11/05/2003 582090 otherwise changed, will directly and
Product Type: Note Title: Brim (B) predictably affect the company's
Abstract: Describes the Magic Matrix, Author(s): Yip, George S.; Williams, performance. The second part describes
which is both a chart and a process that Jeffrey R. the specific innovations in a pipeline of
enables executives to manage their Publication Date: 02/10/1982 growth ideas that will allow the company
product/service lines, and market Revision Date: 06/26/1985 to reach its short- and long-term revenue
segments and accounts simultaneously. Product Type: Case (Field) goals. And the third part provides an
The Magic Matrix has proven to be a Abstract: Set in 1981, this case, which overview of the company's marketing
powerful planning and analysis tool for is to be handed out during class on Day skill set so the board can determine not
such processes as sales forecasting, Two of a two-day series, reveals that only if the company has enough
profitability analysis, and resource Brim underwent a successful relaunch, marketing talent, but also if it has the
allocation. Explains, in detail, various but that the threat from High Point is right marketing talent. Unlike isolated
forms of the Magic Matrix and how they greater. Again the class has to develop a measures of marketing performance that
can be used in a wide variety of strategic plan. The Supplement are often insufficient, irrelevant, or
management processes. describes legal developments since the misleading, the dashboard allows the
Subjects: Business plans; Market mid-1978 setting of the series and up to board to assess quickly and routinely the
segmentation; Market selection; 1982. It is to set straight the legal record effectiveness of its company's marketing
Marketing information systems; of the case sponsor, General Foods strategies. Armed with a clear
Marketing management; Marketing Corp. May be used with: (582088) U.S. understanding of marketing's role and
planning; Marketing strategy; Planning Retail Coffee Market (B); (582087) U.S. performance, the board can expose
systems; Profitability analysis; Resource Retail Coffee Market (A); (582089) Brim inadequate marketing campaigns, direct
allocation (A). management to address the problem,
Length: 24p Geographic Setting: United States and monitor progress. May be used with:
NEW Industry Setting: Coffee (R0409D) How Global Brands Compete;
Gross Revenues: $5 billion revenues (83308) The Globalization of Markets;
Subjects: Beverages; Competition; (507701) Measuring Marketing
583072
Demographics; Forecasting; Market Performance.
Title: Brief Note on Pricing in the
segmentation; Market structure; Product Subjects: Board of directors; Corporate
Electrical Equipment Industry
portfolio management strategy; Customer relations; Growth
Author(s): Jackson, Barbara B.
Length: 6p strategy; Marketing planning; Marketing
Supplementary Materials: Supplement strategy
Product Type: Note
(Field), (583001), 1p, by George S. Yip, Length: 10p
Abstract: Presents a brief summary of
Jeffrey R. Williams; Teaching Note, Year New: 2004
some of Sultan's account of pricing
history in the electrical equipment (585108), 41p, by Robert J. Dolan
industry. R0105B
Industry Setting: Electric power; R0411D Title: Bringing a Dying Brand Back to
Machinery industry Title: Bringing Customers into the Life
Subjects: Electric industries; Industrial Boardroom Author(s): Jackson, Mannie
markets; Legal aspects of business; Author(s): Court, David; Quelch, John Publication Date: 05/01/2001
Machinery; Pricing A.; Crawford, Blair; McGovern, Gail Product Type: Harvard Business
Length: 3p Publication Date: 11/01/2004 Review Article
Product Type: Harvard Business Abstract: In 1992, the Harlem
Review Article Globetrotters were headed toward
905404
Abstract: Misguided marketing extinction, but Honeywell executive and
Title: Bright Dairy & Food Co., Ltd.
strategies have destroyed more former Globetrotter Mannie Jackson
Author(s): Bell, David E.; Hogan, Hal
shareholder value than shoddy believed the brand still had value after
accounting or shady fiscal practices. Yet, 75 years in the public eye. He bought the
marketing functions typically reside deep organization in order to translate this
in the organization, far from the widespread brand recognition into
Abstract: Bright Dairy has been growing
executive suite and boardroom, and they financial results. Jackson describes how
rapidly since becoming a public
are often poorly aligned with corporate he took over the Globetrotters in August
company. The Chinese market for milk
strategy. Boards of directors, it would 1993, intending to fold the team and
products is still wide open. What should
seem, have compelling reasons to replace it with an organization that would
it be doing to make sure it captures a
monitor their companies' marketing sell Globetrotters merchandise. But
significant share of the potential market?
activities. The authors argue that boards those plans changed when he met with
Geographic Setting: China
lack a clear understanding of how their the team for the first time and looked into
Industry Setting: Agriculture industry
companies are meeting customer needs the eyes of some of the great ones from
and how their marketing strategies drive the Globetrotters' past. Instead of
Gross Revenues: $750 million
(or often fail to drive) top-line growth. To shutting things down for good, Jackson
revenues
help remedy that problem, they've started preaching to the squad about
devised a "marketing dashboard," a building a competitive team, about the
series of management reports that could team being well known for its
Subjects: Agribusiness; Agriculture;
contributions to charities, about the derived demand for filters to decide Gross Revenues: $2.5 billion assets
players working more with kids, and where they want to put future Subjects: Advertising; Advertising
about rebuilding the quality of the investments. campaigns; Airlines; Consumer
organization. The players believed--and Geographic Setting: United States marketing; International business
slowly but surely, audiences and arena Industry Setting: Consumer products Length: 28p
managers did, too. By focusing on Gross Revenues: $200 million
providing quality basketball, forging good revenues 585014
business relationships, and insisting on Subjects: Household products; Title: British Airways
accountability in the business, Jackson Marketing management; New product Author(s): Quelch, John A.
helped the Globetrotters dramatically marketing; Product life cycle; Test Publication Date: 07/17/1984
increase revenue, profit, and markets Revision Date: 04/16/1997
attendance. Length: 18p Product Type: Case (Field)
Industry Setting: Entertainment Supplementary Materials: Teaching Abstract: British Airways (BA) has
industry Note, (501067), 12p, by John Deighton recently introduced a global advertising
Subjects: Brand equity; Brand BESTSELLER campaign. The development of the
management; Brands; Entertainment campaign and its implementation are
industry; Management of change; 503S63 discussed. BA and advertising agency
Marketing strategy; Organizational Title: The Brita Products Co., Spanish executives must renew the campaign
change; Sports Version and resolve issues pertaining to its future
Length: 7p Author(s): Deighton, John direction.
Publication Date: 08/30/1999 Geographic Setting: United States
503057 Revision Date: 01/15/2002 Industry Setting: Airline industry
Title: Brioni Product Type: LACC Case Gross Revenues: $2.5 billion assets
Author(s): Bell, David E. Abstract: In a race for installed base, Subjects: Advertising; Advertising
Publication Date: 02/11/2003 with increasing returns to scale and a campaigns; Airlines; Consumer
Revision Date: 04/15/2003 delicate acquisition versus retention marketing; International business
Product Type: Color Case balance, Clorox's Brita skillfully exploits Length: 27p
Abstract: Should Brioni, an a tide of water safety concerns, growing Supplementary Materials: Teaching
internationally known, exclusive men's a home water filtration business from Note, (587016), 16p, by John A. Quelch;
suit manufacturer and retailer extend its inception to a 15% U.S. household Case Video, (886518), 10 min, by John
line to include women's apparel? The penetration in ten years. The decision in A. Quelch
opportunity is to enter a much larger and the case arises as the period of
profitable market. The dangers are: 1) increasing returns seems to be drawing 886518
compromising the existing image, and 2) to a close, and management must use Title: British Airways, Jim Harris
failing to recognize the quite different its legacy, an installed base and a strong Interview, Video
organizational demands of the women's brand equity, to take the business Author(s): Quelch, John A.
fashion business. Includes color exhibits. forward into a less friendly environment. Publication Date: 11/14/1985
Geographic Setting: Italy Students can model the relation between Product Type: Case Video
Industry Setting: Apparel industry the primary demand for pitchers and the Abstract: Presents a videotaped
Gross Revenues: $150 million derived demand for filters to decide interview with the director of marketing of
revenues where they want to put future British Airways. Must be used with:
Subjects: Brand equity; Brand investments. (585014) British Airways.
management; Clothing; Italy; Market Geographic Setting: United States Subjects: Advertising campaigns;
positioning; Marketing strategy; Retailing Industry Setting: Consumer products Airlines; Consumer marketing;
Length: 24p Gross Revenues: $200 million International business
Supplementary Materials: Teaching revenues Length: 10 min
Note, (503089), 8p, by David E. Bell Subjects: Household products; List Price: $150.00
NEW Marketing management; New product
marketing; Product life cycle; Test
589089
500024 markets
Title: British Airways: "Go for It,
Title: The Brita Products Co. Length: 19p
America!" Promotion (A)
Author(s): Deighton, John Author(s): Greyser, Stephen A.;
Publication Date: 08/30/1999 504S10 Teopaco, John L.
Revision Date: 01/15/2002 Title: British Airways, Spanish Version Publication Date: 01/31/1989
Product Type: Case (Field) Author(s): Quelch, John A. Revision Date: 12/05/1991
Abstract: Clorox's Brita skillfully exploits Publication Date: 07/17/1984 Product Type: Case (Field)
a tide of water safety concerns, growing Revision Date: 04/16/1997 Abstract: Senior marketing executives
a home water (filtration) business from Product Type: LACC Case of a major international airline are
inception to a 15% U.S. household Abstract: British Airways (BA) has deciding on a strategy to address a crisis
penetration in ten years. The dilemma in recently introduced a global advertising situation precipitated by a series of
the case arises as the period of campaign. The development of the terrorist acts. The company is
increasing returns seems to be drawing campaign and its implementation are experiencing the worst downturn ever in
to a close, and management must use discussed. BA and advertising agency its U.S.-U.K. travel business due to
its legacy, an installed based and a executives must renew the campaign media reports and resulting consumer
strong brand equity, to take the business and resolve issues pertaining to its perceptions that Europe is under a "reign
forward into a less friendly environment. future direction. of terror." Alternative strategies range
Students can model the relation between Geographic Setting: United States from doing nothing to staging an
the primary demand for pitchers and the Industry Setting: Airline industry ambitious sales promotion. Major issues
include: the role of sales promotion in Promotion (A) and (B) to allow students individual services (teleservices,
addressing consumer perceptions of a to compare the situations facing BA in database, web), and/or opening global
life-and-death issue (i.e., terrorism), and 1986 and 1991, and to assess the offices.
the implementation and integration of appropriateness of BA's recycling of the Geographic Setting: United States
advertising, sales promotion, and public promotion. Also provides details on the Industry Setting: Advertising industry
relations efforts within a compressed state of competition among various Number of Employees: 700
time frame. airlines on the North Atlantic route Gross Revenues: $700 million
Industry Setting: Airline industry between the United States and Great revenues
Company Size: large Britain. Subjects: Advertising; Brands; Direct
Subjects: Advertising; Airlines; Industry Setting: Advertising industry marketing; Growth management;
Management of crises; Public relations; Subjects: Advertising; Airlines; Organizational change; Service
Sales promotions Management of crises; Public relations; management
Length: 23p Sales promotions Length: 22p
Supplementary Materials: Supplement Length: 7p Supplementary Materials: Teaching
(Field), (592050), 2p, by Stephen A. Note, (598141), 13p, by David E. Bell
Greyser, Wendy Schille 505064
Title: Brocade: Launching the UV0742
592050 Multiprotocol Router Title: Brooke Correll and Clos Du Val:
Title: British Airways: "Go for It, Author(s): Ofek, Elie; Hamid, Mamoon Adventures in Napa Valley (A)
America!" Promotion (B) Publication Date: 03/11/2005 Author(s): Moore, Marian C.; Glinska,
Author(s): Greyser, Stephen A.; Schille, Revision Date: 08/16/2007 Gosia
Wendy Product Type: Case (Field) Publication Date: 03/01/2007
Publication Date: 11/05/1991 Abstract: Brocade management is Product Type: Case (Field)
Revision Date: 10/14/1993 preparing for the launch of a new Abstract: Brooke Correll, a former
Product Type: Supplement (Field) technology for data storage. The executive at MTV, Ziff-Davis Media, and
Abstract: Provides details on the results multiprotocol router improves on existing WineShopper.com, joined the privately-
of the campaign for British Airways (BA) technology and has the potential to owned Clos Du Val Wine Company, Ltd.,
in terms of expenditure by BA, press change the way firms design their data in Napa, California, as a director of
coverage, effect on bookings, and effect storage networks. Students must marketing. Co-founded by an expert
on overall market share. Must be used determine the target market for the winemaker with ties to the famous
with: (589089) British Airways: "Go for router, how to leverage the OEM Chateau Lafite-Rothschild, Clos Du Val
It, America!" Promotion (A). partners in convincing end customers to had seen its glory days, with high ratings
Industry Setting: Advertising industry adopt it, and how to price the router. accompanied by robust sales. During the
Subjects: Advertising; Airlines; Forces students to understand the 1990s, however, sales had begun to lag.
Management of crises; Public relations; traditional segmentation of the data As the winery's first marketing
Sales promotions storage market and whether firms should professional, Correll has to chart a new
Length: 2p concentrate on specific segments, as in course for the winery to revive the once-
the past. Also forces students to grapple hot brand and to escape flagging sales.
592051 with the willingness of end customers to Geographic Setting: California
Title: British Airways: "The World's adopt new solutions in the high-tech Subjects: NO
Biggest Offer" realm. SUBJECTS(KEYWORDS)
Author(s): Greyser, Stephen A.; Schille, Geographic Setting: Silicon Valley Length: 9p
Wendy Gross Revenues: $525 million Supplementary Materials: Supplement,
Publication Date: 11/05/1991 revenues (UV0743), 9p, by Marian C. Moore,
Product Type: Case (Field) Event Year Start: 2003 Gosia Glinska; Supplement, (UV0746),
Abstract: In early 1991, British Airways Event Year End: 2004 9p, by Marian C. Moore, Gosia Glinska
(BA) was facing the prospect of a Subjects: High technology; Innovation; Year New: 2008
serious business downturn caused by Market segmentation; New product
the combination of war in the Persian marketing; Pricing; Product introduction; UV0743
Gulf and a deepening recession in the Technological change Title: Brooke Correll and Clos Du Val:
United States, a market that accounted Length: 26p Adventures in Napa Valley (B)
for nearly 40% of BA's passenger traffic. Year New: 2005 Author(s): Moore, Marian C.; Glinska,
BA manager's decided to re-run a Gosia
promotion that had been very successful 598136 Publication Date: 04/17/2007
for them in 1986. The promotion, entitled Title: Bronner Slosberg Humphrey Product Type: Supplement
"Go For It, America!" successfully lured Author(s): Bell, David E.; Leavitt, Abstract: An abstract is not available for
back American tourist passengers who Donald M. this product. Must be used with:
had been scared away from Europe by Publication Date: 03/25/1998 (UV0742) Brooke Correll and Clos Du
the threat of terrorism. The 1991 Revision Date: 12/09/1999 Val: Adventures in Napa Valley (A).
promotion, entitled "The World's Biggest Product Type: Case (Field) Geographic Setting: California
Offer" attempted to lure back Abstract: Bronner Slosberg Humphrey Subjects: NO
passengers world-wide. The campaign, has succeeded by providing integrated SUBJECTS(KEYWORDS)
which used public relations (rather than direct marketing solutions for major Length: 9p
advertising) as the primary service companies such as AT&T, Supplementary Materials: Supplement,
communications element, is examined, American Express, and FedEx. A new (UV0746), 9p, by Marian C. Moore,
and details on both execution and CEO takes over from the company's Gosia Glinska
results are presented. To be used with founder and is wondering how to grow Year New: 2008
British Airways: "Go For It, America!" the company. Options include selling
UV0746 Abstract: The Brookfield personal marketing and how customers'

Title: Brooke Correll and Clos Du Val: business computer (PBC) had been purchasing behaviors call for one or the
Adventures in Napa Valley (C) introduced in April, 1981. While it had other approach. To build and maintain
Author(s): Moore, Marian C.; Glinska, met corporate sales goals, Brookfield lasting customer ties, and to outperform
Gosia had hoped for better sales performance. competitors, marketers will profit from
Publication Date: 11/29/2007 Examines industry developments, careful and explicit consideration of their
Product Type: Supplement marketing implementation, and handling customer relationships.
Abstract: This three-part case series of the PBC by various channels. To be Subjects: Customer relations; Industrial
traces the fortunes of a California used with Brookfield (A). markets; Purchasing
winery. In June 2001, Brooke Correll, a Geographic Setting: United States Length: 8p
former executive at MTV, Ziff-Davis Industry Setting: Personal computer
Media, and WineShopper.com, joined industry; High technology 2282
the privately owned Clos Du Val Wine Gross Revenues: $350 million Title: Building A+ Brands (HBR Article
Company, in Napa, California, as revenues Collection)
director of Marketing. Cofounded by an Subjects: Computer industry; High Author(s): Lodish, Leonard M.; Mela,
expert winemaker with ties to the famous technology products; Marketing Carl F.; Corstjens, Marcel; Merrihue,
Chateau Lafite Rothschild, Clos Du Val implementation; Office equipment; Jeffrey; Keller, Kevin L.
had seen its glory days, with high ratings Pricing strategy; Sales management Publication Date: 07/01/2007
accompanied by robust sales. During the Length: 8p Product Type: HBR OnPoint Collection
1990s, however, sales had begun to lag. Abstract: Safeguarding your brand
As the winery's first marketing UV0583 equity has become harder than ever.
professional, Correll must chart a new Title: Browser Wars: Microsoft Versus Consumers are buying more non-
course for the winery to revive the once- Netscape branded products. Globalizing
hot brand and reverse flagging sales. Author(s): Bodily, Samuel E. companies are having difficulty
See also the A and B cases. Must be Publication Date: 07/13/1998 determining which offerings, in which
used with: (UV0742) Brooke Correll and Product Type: Case (Field) countries, will yield the biggest profits.
Clos Du Val: Adventures in Napa Valley Abstract: Microsoft is planning the And many brand managers don't provide
(A); (UV0743) Brooke Correll and Clos introduction of Internet Explorer along the care and feeding that leading brands
Du Val: Adventures in Napa Valley (B). with Windows 95. Issues include how require--such as making sure all
Subjects: NO aggressive the company should be in marketing communications deliver a
SUBJECTS(KEYWORDS) providing its browser with Windows 95 consistent message about a brand. How
Length: 9p and restricting OEMs (original- to protect your brands? Avoid using
Year New: 2008 equipment manufacturers) from putting repeated discounting to boost sales if
other browsers on their computers. price-sensitive consumers are straying
582130 Should Microsoft go for initial share, from your brand. Instead, beef up your
Title: Brookfield Corp.'s Personal concentrate on stealing over time, retain advertising, new product development,
Computers (A) customers, or enlarge the total size of and distribution strategies. Analytically
Author(s): Salmon, Walter J.; Cannon- the browser market? Students use a determine which products, marketed in
Bonventre, Kristina Markov process with initial states and which countries, will deliver the best
Publication Date: 04/14/1982 switching probabilities to gain insight into ROI. Then dedicate most of your
Revision Date: 07/11/1986 resolving these issues. marketing budget to high-ROI scenarios.
Product Type: Case (Field) Industry Setting: Web services Understand the 10 traits shared by the
Abstract: Should a major U.S. office Gross Revenues: $16 billion world's strongest brands--then ensure
equipment manufacturer enter the Subjects: NO your brands get high grades on each
personal/small business computer SUBJECTS(KEYWORDS) trait. Boost your brand value, and you
market using off-the-shelf components? Length: 7p win customers' enduring devotion and
What marketing and support program(s) Supplementary Materials: Teaching the profits that come with it. The Harvard
would be required to sell them through Note, (UV0584), 7p, by Samuel E. Bodily Business Review articles in this
direct as well as reseller channels? To Year New: 2008 collection are: "If Brands Are Built over
be used with Brookfield (B). Years, Why Are They Managed over
Geographic Setting: United States 85608 Quarters?" by Leonard M. Lodish and
Industry Setting: Personal computer Title: Build Customer Relationships That Carl F. Mela, "Optimal Marketing" by
industry; High technology Last Marcel Corstjens and Jeffrey Merrihue,
Gross Revenues: $350 million Author(s): Jackson, Barbara B. and "The Brand Report Card" by Kevin
revenues Publication Date: 11/01/1985 Lane Keller.
Subjects: Computer industry; Consumer Product Type: Harvard Business Subjects: NO
marketing; Marketing implementation; Review Article SUBJECTS(KEYWORDS)
Office equipment; Sales strategy Abstract: Marketing has long Length: 36p
Length: 25p emphasized the importance of being List Price: $17.95
close to the customer. A research Year New: 2007
582131 project that explored long-term
Title: Brookfield Corp.'s Personal relationships between industrial 501015
Computers (B) customers and their suppliers led to Title: Building Brand Community on the
Author(s): Salmon, Walter J.; Cannon- questions about how realistic this goal is Harley-Davidson Posse Ride
Bonventre, Kristina and revealed other issues regarding Author(s): Fournier, Susan; Sensiper,
Publication Date: 04/22/1982 patterns of customer-vendor behavior. Sylvia; McAlexander, James; Schouten,
Revision Date: 03/23/1984 Discussed here are the concepts of John
Product Type: Case (Field) relationship marketing and transaction Publication Date: 08/23/2000
Revision Date: 11/01/2000 day-to-day execution of relationship executing close-to-the-customer goals?

Product Type: Color Case marketing programs. What benefits Can management really balance
Abstract: The second Harley-Davidson accrue from relationship programs such apparently disparate subcultures such as
Posse Ride, a grueling 2,300 mile, 10- as this? Can brand community be built? the retired bikers, Yuppie Weekend
day trek from South Padre Island, Tex., How? What is the role of the marketer in Warriors, and serious outlaws within one
to the Canadian Border is billed "for this process? Is it better to develop community?
serious riders only." Harley Owner's customer intimacy or empathy when Geographic Setting: Milwaukee, WI
Group (H.O.G.) Director Mike Keefe executing close-to-the-customer goals? Industry Setting: Motorcycle
must decide whether this rolling rally Can management really balance Subjects: Brand management; Brands;
deserves a place in the H.O.G. product apparently disparate subcultures such Customer service; Loyalty; Market
line, and if so, what philosophy and as the retired bikers, Yuppie Weekend research; Motorcycles
tactics to adopt in future design. This Warriors, and serious outlaws within one Length: 2 hours
case helps students get inside one of the community? Teaching Purpose: Supplementary Materials: Teaching
world's strongest brands to consider Provides rich ethnographic data that Note, (501052), 20p, by Susan Fournier,
issues of brand loyalty, close-to-the- allows students to develop an Judith Maas
customer philosophy, the cultivation of appreciation of the conceptual
brand community, and the day-to-day complexity and managerial challenge 501800
execution of relationship marketing involved in cultivating brand loyalties and Title: Building Brand Community on the
programs. What benefits accrue from customer commitments through Harley-Davidson Posse Ride, Video
relationship programs such as this? Can experiential relationship marketing (DVD)
brand community be built? How? What programs. Allows students to deliberate Author(s): Fournier, Susan
is the role of the marketer in this what it means to really get close to one's Publication Date: 09/01/2000
process? Is it better to develop customer customers, to develop a brand Product Type: Case Video, DVD
intimacy or empathy when executing community, and to build relationships Abstract: Contains an ethnographic
close-to-the-customer goals? Can between consumers and the company, account of the 10-day, 2,300 mile Border
management really balance apparently the brand, the product, and other to Border Posse Ride. Allows the viewer
disparate subcultures such as the retired consumers. The conduct of ethnographic to experience the Posse Ride through
bikers, Yuppie Weekend Warriors, and inquiry, and the ability of this method to the eyes of six informants chosen to
serious outlaws within one community? inform management decisions and reflect a sociodemographic cross section
Includes color exhibits. goals, can be profitably explored through of participants on the ride. Must be used
Geographic Setting: Milwaukee, WI this case venue as well. with: (501015) Building Brand
Industry Setting: Motorcycle Geographic Setting: Milwaukee, WI Community on the Harley-Davidson
Subjects: Brand management; Brands; Industry Setting: Motorcycle Posse Ride.
Customer service; Loyalty; Motorcycles Subjects: Brand management; Brands; Industry Setting: Motorcycle
Length: 37p Customer service; Loyalty; Motorcycles Subjects: NO
Supplementary Materials: Case Video, Length: 39p SUBJECTS(KEYWORDS)
(501801), 60 min, by Susan Fournier; Length: 60 min
Teaching Note, (501052), 20p, by Susan 501009 Year New: 2005
Fournier, Judith Maas; Case Video, Title: Building Brand Community on the
DVD, (501800), 60 min, by Susan Harley-Davidson Posse Ride 501801
Fournier; Case Video, Streaming, (1- (Multimedia Case) Title: Building Brand Community on the
179-5), 60 min, by Susan Fournier Author(s): Fournier, Susan; Sensiper, Harley-Davidson Posse Ride, Video
Sylvia; McAlexander, James; Schouten, Author(s): Fournier, Susan
505S11 John Publication Date: 09/01/2000
Title: Building Brand Community on the Publication Date: 12/28/2000 Revision Date: 11/14/2002
Harley-Davidson Posse Ride, Spanish Product Type: Multimedia Case Product Type: Case Video
Version Abstract: Concerns the second Harley- Abstract: Contains an ethnographic
Author(s): Fournier, Susan; Sensiper, Davidson Posse Ride, a grueling 2,300 account of the 10-day, 2,300 mile Border
Sylvia; McAlexander, James; Schouten, mile, 10-day trek from South Padre to Border Posse Ride. Allows the viewer
John Island, TX to the Canadian border that is to experience the Posse Ride through
Publication Date: 08/23/2000 billed "for serious riders only." Harley the eyes of six informants chosen to
Revision Date: 11/01/2000 Owner's Group (H.O.G.) Director Mike reflect a sociodemographic cross section
Product Type: LACC Case Keefe must decide whether this rolling of participants on the ride. Must be used
Abstract: Concerns the second Harley- rally deserves a place in the H.O.G. with: (501015) Building Brand
Davidson Posse Ride, a grueling 2,300 product line, and if so, what philosophy Community on the Harley-Davidson
mile, 10-day trek from South Padre and tactics to adopt in future design. Posse Ride.
Island, TX to the Canadian Border that is This case helps students get inside one Industry Setting: Motorcycle
billed "for serious riders only." Harley of the world's strongest brands to Subjects: Brand management; Brands;
Owner's Group (H.O.G.) Director Mike consider issues of brand loyalty, close- Customer service; Loyalty; Motorcycles
Keefe must decide whether this rolling to-the-customer philosophy, the Length: 60 min
rally deserves a place in the H.O.G. cultivation of brand community, and the List Price: $150.00
product line, and if so, what philosophy day-to-day execution of relationship
and tactics to adopt in future design. marketing programs. What benefits
U0107E
This case helps students get inside one accrue from relationship programs such
Title: Building Brand: A Road Map
of the world's strongest brands to as this? Can brand community be built?
Author(s): Sandberg, Kirsten D.
consider issues of brand loyalty, close- How? What is the role of the marketer in
to-the-customer philosophy, the this process? Is it better to develop
Product Type: Harvard Management
cultivation of brand community, and the customer intimacy or empathy when
Update Article
Abstract: In our short-attention-span Abstract: Companies often apply automobile brands. This article explains
culture, the value of brand has eroded. consumer marketing solutions in how and why General Motors (GM) was
Image and awareness definitely help if business markets without realizing that able to accomplish this unique feat. It
you want to build a strong brand, but you such strategies only hamper the involved creating a world-class product,
might want to start the process of brand acquisition and retention of profitable developing a team-oriented organization
elsewhere, both inside your organization customers. Unlike consumers, business outside the GM fold, selling the company
and with your customers. The ideas in customers inevitably need customized not the car, creating a new retailing
this article are based on a panel products, quantities, or prices. A strategy and relationship with the
discussion that took place this past May company in a business market must, customer, and implementing a consistent
at the Burning Questions 2001 therefore, manage customers communication effort. Ironically, Saturn's
conference, a gathering of leadership individually, showing how its products or success raises difficult strategic issues
practitioners and management experts, services can help solve each buyer's as to its future management and its role
sponsored by Harvard Business School problems. And it must learn to reap the in the future of GM.
Publishing. The marketing panelists enormous benefits of loyalty by Industry Setting: Automotive industry
were Regis McKenna, Mary Modahl, developing individual relationships with Subjects: Automobiles; Brands;
Sharon Patrick, and Fred F. Reichheld. customers. To achieve these ends, the Marketing organization; Marketing
Subjects: Brand management; Brands; firm's marketers must become aware of strategy
Customer relations; Loyalty; Marketing the different types of benefits the Length: 20p
planning; Marketing strategy company offers and convey their value
Length: 1p to the appropriate executives in the BH230
List Price: $4.50 customer company. It's especially Title: Building a Strong Services Brand:
important to inform customers about Lessons from Mayo Clinic
97107 what the author calls nontangible, Author(s): Berry, Leonard L.; Seltman,
Title: Building Brands Without Mass nonfinancial benefits--above-and-beyond Kent D.
Media efforts, such as delivering supplies on Publication Date: 05/15/2007
Author(s): Joachimsthaler, Erich; Aaker, holidays to keep customers' production Product Type: Business Horizons
David A. lines going. The author has developed a Article
Publication Date: 01/01/1997 simple set of devices--the benefit stack Publisher: Business Horizons/Indiana
Product Type: Harvard Business and the decision-maker stack--to help University
Review Article marketers communicate their firm's Abstract: A strong services brand is
Abstract: Costs, market fragmentation, myriad benefits. The vendor lists the built and sustained primarily by
and new media channels that let benefits it offers, then lists the customers' interactions with the provider.
customers bypass advertisements seem customer's decision makers, specifying A services branding model depicts the
to be in league against the old ways of their concerns, motivations, and power dynamics of brand creation. From the
marketing. Relying on mass media bases. By linking the two stacks, the interrelationships among the presented
campaigns to build strong brands may vendor can systematically communicate brand, external communications, and
be a thing of the past. Several how it will meet each decision maker's customers' experiences emerge brand
companies in Europe, making a virtue of needs. The author has also developed a awareness, meaning, and ultimately,
necessity, have come up with alternative tool called a loyalty ladder, which helps a equity. Illustrates the services branding
brand-building approaches and are company determine how much time and model by showing how one organization
blazing a trail in the post-mass-media money to spend on relationships with has created, extended, and protected a
age. In England, Nestle's Buitoni brand various customers. As customers powerful brand through an unwavering
grew through programs that taught the become increasingly loyal, they display commitment to the well being of its
English how to cook Italian food. The behaviors in a predictable sequence, customers. Managers outside of
Body Shop garnered loyalty with its from growing the relationship and healthcare can benefit from three
support of environmental and social providing word-of-mouth endorsements branding lessons embedded in the Mayo
causes. Cadbury funded a theme park to investing in the vendor company. The Clinic story: (1) attend to organizational
tied to its history in the chocolate author has found that customers follow values; (2) play defense, not just
business. Haagen-Dazs opened posh the same sequence of loyalty behaviors offense; and (3) turn customers into
ice-cream parlors and got itself featured in all business markets. marketers.
by name on the menus of fine Geographic Setting: Germany Industry Setting: Health care industry
restaurants. Hugo Boss and Swatch Industry Setting: Elevator industry; Subjects: NO
backed athletic or cultural events that Software industry SUBJECTS(KEYWORDS)
became associated with their brands. Subjects: NO Length: 11p
Geographic Setting: Europe SUBJECTS(KEYWORDS) Year New: 2007
Subjects: Advertising strategy; Brands; Length: 9p
Europe; Marketing strategy; Strategic Year New: 2005
504085
market planning Title: BuildingBlocks International
Length: 8p CMR046 Author(s): Godes, David B.
BESTSELLER Title: Building a Brand: The Saturn Publication Date: 04/01/2004
Story Revision Date: 08/26/2004
R0509H Author(s): Aaker, David A. Product Type: Case (Field)
Title: Building Loyalty in Business Publication Date: 01/01/1994 Abstract: BuildingBlocks International
Markets Product Type: CMR Article (BBI) plans to accomplish its mission to
Author(s): Narayandas, Das Publisher: California Management help children in developing countries
Publication Date: 09/01/2005 Review succeed in school by bringing
Product Type: Harvard Business Abstract: Within its first two years, management expertise to local
Review Article Saturn created one of the strongest organizations. Two years after founding
BBI, however, the team hasn't figured Publication Date: 10/01/2003 Abstract: Rapid growth is pushing Burt's
out exactly how to make it work. In their Revision Date: 04/05/2004 Bees' natural personal care products into
model, a firm would support BBI in two Product Type: Color Case mass distribution channels, with
ways: by donating money and by Abstract: In 2003, Rose Marie Bravo, products and brand elements that are
lending BBI a highly skilled employee for Burberry's CEO, is debating how to less quirky, more commercial than they
anywhere from four months to a year. maintain the currency and cachet of the used to be. Indeed, CEO John Replogle
This employee would live in the brand across its broad customer base, believes that by focusing on efficacious,
developing country and work with the while entering new product categories natural, and unique ingredients, and also
local organization to improve its and expanding distribution. In the past by promoting earth-friendly production
effectiveness. So far, they've not been five years, the brand has become one of processes, Burt's Bees will impose
able to convince any firm to sign on, the hottest luxury brands in the world. superior product expectations and win
although few have said "absolutely not." But Bravo now faces a number of key over the mainstream personal care
Presents the options for the selling decisions, including (1) which new category. Can Burt's Bees become the
strategy. There are three potential entry product categories to enter, (2) how to "Starbucks of personal care" without
points into the organization: senior deal with the appropriation of the brand distancing itself too much from the
management, philanthropy, and human by nontarget customers, and (3) how people, values, and narratives that have
resources. Moreover, there are two prominent the company's famed "check" made the brand successful thus far?
substantial value propositions: social pattern should be in its advertising and Geographic Setting: United States
benefit and leadership training of the clothing. Includes color exhibits. Industry Setting: Natural resources;
employee. Where should BBI focus its Geographic Setting: United Kingdom Retail industry
selling effort, and what should the main Industry Setting: Fashion industry Number of Employees: 400
message be? Allows for quantification of Event Year End: 2003 Gross Revenues: $100 million
the social benefits delivered by BBI and Subjects: Advertising; Brand revenues
discussion of when and whether this management; Market positioning; Market Event Year Start: 2006
would be useful in the selling process. segmentation; Marketing strategy; Event Year End: 2006
Rich description of BBI's selling process Process analysis Subjects: NO
at a single site makes it possible to draw Length: 20p SUBJECTS(KEYWORDS)
inferences about what is really going on, Supplementary Materials: Teaching Length: 27p
why things aren't working out, and what Note, (505007), 18p, by Youngme Moon Year New: 2007
might be changed in the sales strategy. Year New: 2004
Geographic Setting: United States; HKU201
Latin America 9-507-S05 Title: Business Innovation: The MTR's
Number of Employees: 3 Title: Burberry, Spanish Version eInstant Bonus Project
Gross Revenues: $100,000 revenues Author(s): Moon, Youngme; Herman, Author(s): Farhoomand, Ali F.; Ho,
Event Year Start: 2003 Kerry; Kussmann, Erika; Penick, Emma; Phoebe
Event Year End: 2003 Wojewoda, Susan Publication Date: 07/26/2002
Subjects: Developing countries; Publication Date: 10/01/2003 Product Type: Case (Field)
Entrepreneurship; Marketing Revision Date: 04/05/2004 Publisher: University of Hong Kong
management; New product marketing; Product Type: LACC Case Abstract: The "eInstant Bonus" was an
Nonprofit marketing; Philanthropy; Sales Abstract: In 2003, Rose Marie Bravo, interactive advertising concept designed
management; Sales strategy; Small Burberry's CEO, is debating how to internally by the Mass Transit Railway
business; Social enterprise maintain the currency and cachet of the Corp. Ltd. (MTR) in Hong Kong. Under
Length: 23p brand across its broad customer base, this scheme, special discount offers from
Supplementary Materials: Teaching while entering new product categories merchants/advertisers were displayed on
Note, (504086), 10p, by David B. Godes and expanding distribution. In the past a 42-inch Plasma TV in the form of a 10-
five years, the brand has become one of second static slide or a 30-second TV
513073 the hottest luxury brands in the world. commercial. Passengers could select
Title: Bulova Watch Co., Inc. (C) But Bravo now faces a number of key items on the touch-screen monitor and a
Author(s): Newton, Derek A.; Morrison decisions, including (1) which new discount coupon would be issued. The
RJ product categories to enter, (2) how to discount coupon could then be
Publication Date: 04/30/1969 deal with the appropriation of the brand redeemed for products or services
Revision Date: 06/30/1975 by nontarget customers, and (3) how purchased at the merchant's premises.
Product Type: Case (Field) prominent the company's famed "check" For each coupon issued, a transaction
Abstract: Role of salesperson in pattern should be in its advertising and fee of $1.00 would be deducted from the
marketing strategy. clothing. Includes color exhibits. passenger's Octopus Card. This case
Geographic Setting: Pennsylvania Geographic Setting: United Kingdom illustrates the use of information
Industry Setting: Watch industry Industry Setting: Fashion industry technology by a large corporation for
Event Year Start: 1966 Event Year End: 2003 strategic alignment and value creation.
Event Year End: 1966 Subjects: NO Multimedia kiosks are a new
Subjects: Consumer goods; Marketing SUBJECTS(KEYWORDS) phenomenon of the 1990s to provide
strategy; Sales management Length: 20p personalized and interactive customer
Length: 29p service on-site. Discussion is provided
507017 on the concepts and applications of
504048 Title: Burt's Bees: Leaving the Hive kiosks for a customer service
Title: Burberry Author(s): Winig, Laura; Wathieu, Luc organization. The MTR eInstant Bonus
Author(s): Moon, Youngme; Herman, Publication Date: 03/02/2007 project is considered a successful
Kerry; Kussmann, Erika; Penick, Emma; Revision Date: 03/19/2007 innovation by various measures. Also
Wojewoda, Susan Product Type: Case (Field) provides an understanding of innovation
adoption and diffusion, specifically, how BESTSELLER services.

the attributes of the innovation relate to Industry Setting: Automotive industry
its rate of adoption and diffusion. 582138 Number of Employees: 100
Geographic Setting: Hong Kong Title: Busy Signals: Gross Revenues: $100 million
Subjects: Asia; Electronic commerce; Telecommunications in Transition Event Year Start: 2005
Information systems; Information Author(s): Cady, John F.; Cespedes, Event Year End: 2005
technology; Innovation Frank V. Subjects: NO
Length: 10p Publication Date: 05/10/1982 SUBJECTS(KEYWORDS)
Supplementary Materials: Teaching Product Type: Note Length: 21p
Note, (HKU202), 7p, by Ali F. Abstract: Discusses some of the Year New: 2007
Farhoomand, Phoebe Ho significant technological and regulatory
developments within the terminal SKE114
98601 equipment, local exchange and long- Title: Butterflies of Costa Rica
Title: Business Marketing; Understand distance areas of telecommunications Author(s): Ickis, John
What Customers Value during the 1970s. The note discusses Publication Date: 07/16/2008
Author(s): Anderson, James C.; Narus, the impact of these changes on various Product Type: Case (Field)
James A. companies' marketing strategies and Abstract: In July 2007 Joris
Publication Date: 11/01/1998 competitive positions, and suggests a Brinckerhoff, founder and owner of
Product Type: Harvard Business framework for monitoring emerging Costa Rica Entomological Supplies
Review Article trends within the industry during the (CRES), must decide whether to accept
Abstract: In this article, authors James 1980s. an offer from RBA, a publications firm in
Anderson, professor at the Kellogg Industry Setting: Regulated industries; Barcelona, Spain, to sell mounted
Graduate School, Northwestern Telecommunications industry butterflies or "deadstock" as part of
University, and James Narus, associate Subjects: Data processing; Marketing RBA's "collectibles" program for
professor at the Babcock Graduate strategy; Regulated industries; Strategic schoolchildren. Joris had always avoided
School, Wake Forest University, market planning; Technology; the deadstock business which he
illustrate several ways in which suppliers Telecommunications considered to be low margin and
can figure out exactly what their Length: 16p unstable. The business proposed by
offerings are worth by creating and using RBA would also require additional
what they call customer value models. 501032 investment and increased overhead.
Field value assessments--the most Title: Butcher Polish Co.: Sales Nevertheless, he thought that the RBA
commonly used method for building Strategy for a Small Manufacturer offer might be attractive to CRES and its
customer value models--call for Author(s): Davis, Robert T.; Sohn DR many suppliers in rural areas throughout
suppliers to gather data about their Publication Date: 09/01/1955 the country. Currently, the oversupply of
customers firsthand whenever possible. Revision Date: 01/01/1981 butterfly pupae was adversely affecting
Through these assessments, a supplier Product Type: Case (Field) not only his business, but also the
can build a value model for an individual Abstract: What overall sales and livelihoods of dozens of breeders, many
customer or for a market segment, advertising strategy should a small of whom had been low-income rural
drawing on data gathered from several manufacturer use in order to increase families, endangering the social gains
customers in that segment. Suppliers his sales in ten years tenfold? that had been made over the past years.
can use customer value models to Geographic Setting: United States Geographic Setting: Costa Rica
create competitive advantage in several Industry Setting: Chemical industry Industry Setting: Agribusiness
ways. First, they can capitalize on the Event Year Start: 1955 Subjects: NO
inevitable variation in customers' Event Year End: 1955 SUBJECTS(KEYWORDS)
requirements by providing flexible Subjects: Advertising strategy; Length: 20p
market offerings. Second, they can use Household products; Merchandising;
value models to demonstrate how a new Sales management; Sales strategy 597071
product or service they are offering will Length: 15p Title: Buy Low, Sell High: Creating and
provide greater value. Third, they can Extracting Customer Value by
use their knowledge of how their market Enhancing Organizational Performance
9-508-043
offerings specifically deliver value to Author(s): Shapiro, Benson P.
Title: Butler, Shine, Stern & Partners
craft persuasive value propositions. And Publication Date: 01/30/1997
Author(s): Godes, David B.
fourth, they can use value models to Product Type: Note
provide evidence to customers of their Abstract: Provides an integrated
accomplishments. Doing business based framework for creating customer value
on value delivered gives companies the and managing the firm profitably.
Abstract: Selling an intangible like
means to get an equitable return for their Focuses on the use of product/service
advertising services is a difficult task.
efforts. Once suppliers truly understand line management and effective customer
The first step is to understand how
value, they will be able to realize the service to achieve customer satisfaction
brands buy these services. What are
benefits of measuring and monitoring it and high profitability.
they looking for? What do they need to
for their customers. May be used with: Subjects: Customer service; Marketing
learn? How do they go about assessing
(R0207F) The Mismanagement of management; Marketing strategy;
things like creativity, trust, and loyalty?
Customer Loyalty. Performance effectiveness; Pricing
This set of cases puts the students into
Subjects: Industrial markets; Market strategy; Product lines
the roles of the seller (an advertising
analysis; Market research; Marketing Length: 16p
agency named Butler, Shine, Stern &
strategy; Pricing strategy; Product
Partners) and the buyer (MINI USA) and
positioning
asks them to develop a sales strategy BH160
Length: 11p
and a buying strategy for advertising Title: Buying Hardball, Playing Price
Author(s): Yama, Elliott channels) and offers steps for its Subjects: Advertising campaigns;
Publication Date: 09/15/2004 successful implementation. Advertising strategy; Consumer
Product Type: Business Horizons Industry Setting: Movie studio marketing; Marketing planning;
Article Subjects: NO Marketing strategy
Publisher: Business Horizons/Indiana SUBJECTS(KEYWORDS) Length: 12p
University Length: 9p List Price: $6.50
Abstract: Sales negotiations are a Year New: 2007
game that can either destroy or build F0411L
value. Managing buyers' perceptions of R00606 Title: By Any Other Name
the value a firm's products and services Title: The Buzz on Buzz Author(s): Morse, Gardiner
deliver is both a necessity for properly Author(s): Dye, Renee Publication Date: 11/01/2004
establishing price in a negotiation and a Publication Date: 11/01/2000 Product Type: Harvard Business
key to improved profitability. With the Product Type: Harvard Business Review Article
right tools, sellers can understand how Review Article Abstract: When you name your brand,
to communicate value to customers and Abstract: Word-of-mouth promotion has trust your gut.
deal with their hardball tactics by become an increasingly potent force, Subjects: Brand management; Brands;
negotiating the offer instead of the price. capable of catapulting products from Marketing strategy
Because customers will not be easily obscurity into runaway commercial Length: 1p
deterred from tough negotiating, the successes. Harry Potter, collapsible Year New: 2004
insights provided here help sellers scooters, the Chrysler PT Cruiser, and
anticipate and counter the arguments The Blair Witch Project are all recent 598064
customers construct to derail their value examples of the considerable power of Title: C-Car
message. buzz. Yet many top executives and Author(s): Rangan, V. Kasturi; Bell,
Subjects: NO marketing managers are misinformed Marie
SUBJECTS(KEYWORDS) about the phenomenon and remain Publication Date: 10/23/1997
Length: 5p enslaved to some common myths. In her Revision Date: 04/06/1998
Year New: 2005 article, author Renee Dye explores the Product Type: Case (Field)
truth behind these myths. As Abstract: C-Car was the first automobile
BH247 globalization and brand proliferation retailer in the United States to go public.
Title: Buzz Marketing for Movies continue, writes Dye, buzz may come to Subsequently the owner, Mr. Gilliland,
Author(s): Mohr, Iris dominate the shaping of markets. must decide how to invest the capital
Publication Date: 09/15/2007 Indeed, companies that are unable to raised from the public ownership. This
Product Type: Case (Field) control buzz may soon find the case describes in detail C-Car's highly
Publisher: Business Horizons/Indiana phenomenon controlling them. profitable strategy of managing its
University Industry Setting: Consumer products stores. Concerns four potential
Abstract: In today's dynamic Subjects: Advertising campaigns; acquisitions and their fit within C-Car's
entertainment environment, movies are Advertising strategy; Consumer strategy. May be used with: (598014)
struggling to stay afloat and remain marketing; Marketing planning; Automobile Retailing in the U.S.
profitable. Challenges such as piracy, Marketing strategy Geographic Setting: United States
digital theft, competition, overlapping Length: 8p Industry Setting: Automotive industry;
movie campaigns, media fragmentation, Retail industry
and audience saturation are forcing 7966 Gross Revenues: $320 million
marketers to stretch their film budgets Title: The Buzz on Buzz (HBR OnPoint revenues
and make every dollar as effective as Enhanced Edition) Subjects: Automobiles; Expansion;
possible. With more and more Author(s): Dye, Renee Marketing strategy; Retailing
entertainment options crowding peoples' Publication Date: 10/01/2001 Length: 26p
lives, marketers must search for Product Type: HBR OnPoint Article Supplementary Materials: Teaching
innovative ways to reach movie Abstract: Word-of-mouth promotion has Note, (598145), 9p, by V. Kasturi
audiences. By breaking through the daily become an increasingly potent force, Rangan, Marie Bell
clutter and noise, and capturing peoples' capable of catapulting products from
attention to the point that talking about a obscurity into runaway commercial 554001
movie becomes an enjoyable experience successes. Harry Potter, collapsible Title: C.H. Masland and Sons (A)
to share, buzz marketing is one such scooters, the Chrysler PT Cruiser, and Author(s): Brown, Milton P.; Leighton,
promotional posture that drives The Blair Witch Project are all recent D.S.R.
audiences to theaters. In order to examples of the considerable power of Publication Date: 12/01/1953
achieve success with buzz marketing, buzz. Yet many top executives and Revision Date: 06/30/1975
however, marketers must recognize the marketing managers are misinformed Product Type: Case (Field)
role it plays in the context of movie about the phenomenon and remain Abstract: A company must devise and
differentiation strategies to support the enslaved to some common myths. In her implement a complete sales program.
company's overall approach. Analyzes article, author Renee Dye explores the The new vice president-sales can see
buzz marketing as it pertains to six truth behind these myths. As many advantages in direct selling to
movie differentiation strategies globalization and brand proliferation retailers, but this involves a warehouse
(differentiation with cosmetic movie continue, writes Dye, buzz may come to system to service dealers.
features, differentiation to reach market dominate the shaping of markets. Geographic Setting: United States
segments, growing a movie segment, Indeed, companies that are unable to Industry Setting: Carpet & rug industry
positioning to support the movie image, control buzz may soon find the Company Size: mid-size
positioning to extend the movie image, phenomenon controlling them. Event Year Start: 1953
and differentiation via non-traditional Industry Setting: Consumer products Event Year End: 1953
Subjects: Distribution channels; Sales Automobiles; Communication strategy; target market selection, product policy,
promotions; Sales strategy Customer relations; Marketing planning; and communications policy. To be used
Length: 16p Marketing strategy; Product positioning with CDI Auto Game: Team Leader's
Length: 44p Guide; Bored Motor; Hoaxwagon; and
505706 Myococca, Inc.
Title: CARE Commercials, Video 594102 Industry Setting: Automotive industry
Author(s): Quelch, John A. Title: CDI Auto Game: Hoaxwagon Subjects: Advertising strategy;
Publication Date: 08/01/2004 Author(s): Shapiro, Benson P. Automobiles; Communication strategy;
Product Type: Video Publication Date: 02/04/1994 Customer relations; Marketing planning;
Medium: Videotape Product Type: Miscellaneous Marketing strategy; Product positioning
Format: 1/2-inch V Educational Material Length: 41p
Abstract: Six television commercials Abstract: The CDI Auto Game requires
illustrate CARE's current mission and each team to select target market 594100
branding strategy. Supplements the segments, determine product policy, and Title: CDI Auto Game: Team Leader's
case. Must be used with: (504007) develop an advertising brochure. This Guide
CARE USA. manual is for one of four "companies" in Author(s): Shapiro, Benson P.
Subjects: NO the industry. Teaching Purpose: To give Publication Date: 02/04/1994
SUBJECTS(KEYWORDS) team members hands-on experience in Product Type: Miscellaneous
Length: 4 min target market selection, product policy, Educational Material
List Price: $100.00 and communications policy. To be used Abstract: Provides material for the team
Year New: 2004 with CDI Auto Game: Team Leader's leader to use in the CDI Auto Game. The
Guide; Bored Motor; Myococca, Inc.; game requires each team to select target
504007 and Schmazda. market segments, determine product
Title: CARE USA Industry Setting: Automotive industry policy, and develop an advertising
Author(s): Quelch, John A.; Laidler, Subjects: Advertising strategy; brochure. Teaching Purpose: To give
Nathalie Automobiles; Communication strategy; team members hands-on experience in
Publication Date: 07/14/2003 Customer relations; Marketing planning; target market selection, product policy,
Product Type: Color Case Marketing strategy; Product positioning and communications policy. To be used
Abstract: CARE USA is spearheading a Length: 41p with CDI Auto Game: Bored Motor;
rebranding process for the organization. Hoaxwagon; Myococca, Inc.; and
Examines the process and components 594103 Schmazda.
of the rebranding strategy and its impact Title: CDI Auto Game: Myococca, Inc. Industry Setting: Automotive industry
on CARE USA's direct mail strategy. Author(s): Shapiro, Benson P. Subjects: Advertising strategy;
Includes color exhibits. Publication Date: 02/04/1994 Automobiles; Communication strategy;
Geographic Setting: Global Product Type: Miscellaneous Customer relations; Marketing planning;
Number of Employees: 12,000 Educational Material Marketing strategy; Product positioning
Gross Revenues: $427 million Abstract: The CDI Auto Game requires Length: 50p
revenues each team to select target market
Event Year End: 2003 segments, determine product policy, and 107709
Subjects: Brands; Direct marketing; develop an advertising brochure. This Title: CEMEX: Rewarding Egyptian
Nonprofit organizations manual is for one of four "companies" in Retailers, Spreadsheet
Length: 34p the industry. Teaching Purpose: To give Author(s): Martinez-Jerez, F. Asis
Supplementary Materials: Teaching team members hands-on experience in Publication Date: 05/04/2007
Note, (505012), 8p, by John A. Quelch; target market selection, product policy, Product Type: Supplement
Video, (505706), 4 min, by John A. and communications policy. To be used (Spreadsheet)
Quelch with CDI Auto Game: Team Leader's Abstract: An abstract is not available for
NEW Guide; Bored Motor; Hoaxwagon; and this product. Must be used with:
Schmazda. (106065) CEMEX: Rewarding the
594101 Industry Setting: Automotive industry Egyptian Retailers.
Title: CDI Auto Game: Bored Motor Subjects: Advertising strategy; Subjects: NO
Author(s): Shapiro, Benson P. Automobiles; Communication strategy; SUBJECTS(KEYWORDS)
Publication Date: 02/04/1994 Customer relations; Marketing planning; Length: 0p
Product Type: Miscellaneous Marketing strategy; Product positioning
Educational Material Length: 42p 106065
Abstract: The CDI Auto Game requires Title: CEMEX: Rewarding the Egyptian
each team to select target market 594104 Retailers
segments, determine product policy, and Title: CDI Auto Game: Schmazda Author(s): Martinez-Jerez, F. Asis;
develop an advertising brochure. This Author(s): Shapiro, Benson P. Bellin, Joshua; Winkler, Carole
manual is for one of four "companies" in Publication Date: 02/04/1994 Publication Date: 03/22/2006
the industry. Teaching Purpose: To give Product Type: Miscellaneous Revision Date: 09/24/2008
team members hands-on experience in Educational Material Product Type: Case (Field)
target market selection, product policy, Abstract: The CDI Auto Game requires Abstract: CEMEX has pursued an
and communications policy. To be used each team to select target market aggressive decommoditization strategy
with CDI Auto Game: Team Leader's segments, determine product policy, and focused on its relationship with small
Guide; Hoaxwagon; Myococca, Inc.; develop an advertising brochure. This Egyptian retailers. In particular, the
and Schmazda. manual is for one of four "companies" in strategic role and effectiveness of the
Industry Setting: Automotive industry the industry. Teaching Purpose: To give Rewards Program, a tournament that
Subjects: Advertising strategy; team members hands-on experience in rewarded the sales performance of the
retailers, was called into question by Communication strategy; Consumer one response to this problem.
Assiut Cement's management based on behavior; Market entry; New product Geographic Setting: Switzerland;
the results of its first two rounds. marketing; Non-store retailing; Nigeria
Geographic Setting: Egypt Telecommunications Industry Setting: Pharmaceutical
Industry Setting: Building materials Length: 14p industry
industries Supplementary Materials: Teaching Number of Employees: 70,000
Event Year End: 2005 Note, (583038), 13p, by Roy H. Subjects: Business conditions;
Subjects: NO Schoeman Corporate responsibility; Developing
SUBJECTS(KEYWORDS) countries; Ethics; New product
Length: 22p 584018 marketing; Pharmaceuticals
Supplementary Materials: Supplement Title: CIBA-GEIGY Pharmaceuticals Length: 16p
(Spreadsheet), (107709), 0p, by F. Asis Division: Multinational Strategic Supplementary Materials: Teaching
Martinez-Jerez; Teaching Note, Planning Note, (595090), 10p, by John A. Quelch
(107079), 28p, by F. Asis Martinez-Jerez Author(s): Buzzell, Robert D.
Year New: 2006 Publication Date: 08/16/1983 506S05
Product Type: Case (Field) Title: CIGNA Worldwide, Spanish
90208 Abstract: Describes the use of portfolio Version
Title: The CEO Hits the Road (and planning methods in a multinational Author(s): Quelch, John A.; Hibbard,
Other Sales Tales) pharmaceutical firm. As an illustration of Jonathan D.
Author(s): Mackay, Harvey B. the planning approach, a specific Publication Date: 06/15/2089
Publication Date: 03/01/1990 strategy proposal dealing with one of the Revision Date: 07/19/1993
Product Type: Harvard Business company's product lines is outlined. Product Type: LACC Case
Review Article Among the issues that arise are: How Abstract: A CIGNA Worldwide (CWW)
Abstract: CEOs must spend a certain can meaningful strategic business units task group of European country directors
amount of their time in the trenches, to be defined when most resources are and key functional managers is meeting
learn first-hand how the business is shared by all products? How should in November 1988 to discuss how CWW
going. Time spent on the road with the managers take into account differences should respond to the European
sales force is especially valuable. in strategic position among countries? Community's plan to remove existing
Executives learn whether the sales team And how should strategic alternatives be internal barriers and restrictions to the
knows its prospects and sets reasonable evaluated in an industry where new free flow of goods and services in 1992.
expectations; how much the product development is uncertain and The case is designed to allow students
salespeople know about the product, very time-consuming? Apart from these to formulate strategies to deal with the
particularly in ways that differentiate it questions related to the use of opportunities and threats that will face
from the competition; whether the formalized planning methods, the case CWW because of this change in its
sellers keep abreast of changes in also raises questions about the role of competitive and operating environment.
customers' businesses; and if the headquarters and the role of local Geographic Setting: Europe
salespeople feel they have a stake in the subsidiary management in a Industry Setting: Insurance industry
business. multinational, diversified corporation. Subjects: NO
Subjects: Executives; Leadership; Industry Setting: Pharmaceutical SUBJECTS(KEYWORDS)
Managerial skills; Participatory industry Length: 21p
management; Sales management Company Size: large
Length: 5p Gross Revenues: $6.5 billion sales 589098
Subjects: Multinational corporations; Title: CIGNA Worldwide
582026 Pharmaceuticals; Product portfolio Author(s): Quelch, John A.; Hibbard,
Title: CIBA-GEIGY Agricultural Division management; Research & development; Jonathan D.
Author(s): Shapiro, Benson P.; Pigneri, Strategic planning; Subsidiaries Publication Date: 06/12/1989
Anne T.; Schoeman, Roy H. Length: 19p Revision Date: 07/19/1993
Publication Date: 09/01/1981 Supplementary Materials: Teaching Product Type: Case (Field)
Revision Date: 08/01/1987 Note, (584061), 7p, by Robert D. Buzzell Abstract: A CIGNA Worldwide (CWW)
Product Type: Case (Field) task group of European country directors
Abstract: In 1979 Leo Bontempo, 589108 and key functional managers is meeting
marketing vice president of Ciba-Geigy Title: CIBA-GEIGY Pharmaceuticals: in November 1988 to discuss how CWW
Agricultural Division was deciding Pharma International should respond to the European
whether to purchase an $840,000 Author(s): Smith, N. Craig; Quelch, Community's plan to remove existing
program for TeleSession. This was a John A. internal barriers and restrictions to the
marketing service designed to Publication Date: 07/28/1989 free flow of goods and services in 1992.
accelerate the adoption of new products Revision Date: 12/14/1990 The case is designed to allow students
among large innovative growers by Product Type: Case (Field) to formulate strategies to deal with the
promotional telephone conferences with Abstract: Examines the decision by opportunities and threats that will face
others who had used the products. Pharma International on whether to CWW because of this change in its
Raises a variety of communications launch an antimalarial product in Nigeria competitive and operating environment.
issues and introduces diffusion of and, if so, how that should be Geographic Setting: Europe
innovation concepts. implemented. Involves commercial, Industry Setting: Insurance industry
Geographic Setting: United States ethical, and policy considerations. Rich Subjects: Europe; Insurance; Strategy
Industry Setting: Agricultural chemical in situation assessment data, the case formulation
industry refers to criticism of pharmaceutical Length: 21p
Gross Revenues: $400 million sales marketing practices in the Third World Supplementary Materials: Teaching
Subjects: Agribusiness; Chemicals; and CIBA-GEIGY's Servipharm initiative, Note, (591022), 7p, by John A. Quelch;
Teaching Note, (591080), 11p, by John Author(s): Goldberg, Ray A.; Shaner, investments toward solving clearly
A. Quelch Janet defined problems within their customer
Publication Date: 11/20/1989 relationship cycle. The authors have
501012 Product Type: Case (Field) distilled the experiences of these CRM
Title: CMR Enterprises Abstract: CPC has sold off its European leaders into four questions that all
Author(s): Narayandas, Das; Caravella, starch business and has become more companies should ask themselves as
Mary Neuner of a food company. How does it see its they launch their own CRM initiatives: Is
Publication Date: 11/13/2000 future and the remaining value of its the problem strategic? Is the system
Revision Date: 04/05/2001 industrial corn processing industry? focused on the pain point? Do we need
Product Type: Case (Field) Geographic Setting: Global perfect data? What's the right way to
Abstract: Sam Marcus recently Industry Setting: Food processing expand an initial implementation? The
purchased a small cabinet-making industry questions reflect a new realism about
company, and is looking for dramatic Company Size: Fortune 500 when and how to deploy CRM to its best
growth. The company competes in Gross Revenues: $5 billion revenues advantage. Understanding that highly
commercial and residential construction Subjects: Agriculture; Food processing accurate and timely data are not
markets; shortly after the acquisition, industry required everywhere in their businesses,
the company gains a large new Length: 20p CRM leaders have tailored their real-
residential customer. The case traces time initiatives to those customer
the changes made at the company and 67403 relationships that can be significantly
how the relationship with this customer Title: CPM for New Product Introduction enhanced by "perfect" information. After
begins to deteriorate. At the end of the Author(s): Dusenbury W they've succeeded with their first
case, Marcus must decide whether to fix Publication Date: 07/01/1967 targeted CRM project, they can use it as
or end the relationship. Product Type: Harvard Business a springboard for solving additional
Geographic Setting: United States Review Article problems. CRM, in other words, is
Industry Setting: Construction industry Abstract: The critical path method coming to resemble any other valuable
Number of Employees: 100 (CPM) is a basic tool for communicating management tool, and the keys to
Gross Revenues: $10 million revenues and coordinating a complex program. successful implementation are also
Subjects: Customer relations; Used previously in technical becoming familiar: strong executive and
Entrepreneurial management; Industrial development programs, two case business unit leadership, careful
markets studies illustrate its use in marketing strategic planning, clear performance
Length: 21p planning. In its simplest form, CPM measures, and a coordinated program
Supplementary Materials: Teaching involves: listing of all jobs or activities, that combines organizational and
Note, (502070), 14p, by Das assigning the estimated time required to process changes with the application of
Narayandas each job, arranging all jobs in a logical new technology.
sequence according to which ones must Subjects: Customer relations; Customer
be completed before the next begins, retention; Customer service;
591137
adding up the time intervals for jobs Customization; Information technology;
Title: COIN Department Stores
performed consecutively, and calculating Loyalty; Market segmentation
Author(s): Salmon, Walter J.; Wylie,
the earliest and latest times at which Length: 11p
David
each activity begins. Year New: 2004
Revision Date: 03/27/1992 Subjects: Marketing strategy; Product
Product Type: Case (Field) development; Product introduction; 8355
Abstract: COIN has just opened its new Product management Title: CRM Done Right (HBR OnPoint
generation department store in Florence, Length: 12p Enhanced Edition)
Italy based on the concept of "shops Author(s): Ledingham, Dianne; Rigby,
within a shop". What must be done to R0411H Darrell K.
improve upon the concept? Can it be Title: CRM Done Right Publication Date: 11/01/2004
applied in other stores around the Author(s): Ledingham, Dianne; Rigby, Product Type: HBR OnPoint Article
country? What effect will the new Darrell K. Abstract: Disappointed by the high
merchandise positioning have on their Publication Date: 11/01/2004 costs and elusive benefits, early
organizations, in particular the Product Type: Harvard Business adopters of customer relationship
headquarters merchandising pyramid? Review Article management systems came to view the
Geographic Setting: Italy Abstract: Disappointed by the high technology as just another overhyped IT
Industry Setting: Retail industry costs and elusive benefits, early investment. But now, system sales are
Company Size: mid-size adopters of customer relationship rising, and executives are reporting
Gross Revenues: $400 million sales management systems came, in the post satisfaction with their CRM investments.
Subjects: Department stores; EC single dot-com era, to view the technology as What's changed? A wide range of
market; International business; just another overhyped IT investment companies are successfully taking a
International marketing; Italy; whose initial promise would never be pragmatic, disciplined approach to CRM.
Merchandising; Organization; Retailing fulfilled. But this year, something Rather than use it to transform entire
Length: 24p unexpected is happening. System sales businesses, they've directed their
Supplementary Materials: Teaching are rising, and executives are reporting investments toward solving clearly
Note, (592081), 5p, by Walter J. Salmon, satisfaction with their CRM investments. defined problems within their customer
David Wylie What's changed? A wide range of relationship cycle. The authors have
companies are successfully taking a distilled the experiences of these CRM
pragmatic, disciplined approach to CRM. leaders into four questions: Is the
590064
Rather than use it to transform entire problem strategic? Is the system focused
Title: CPC International: The Shift from
businesses, they've directed their on the pain point? Do we need perfect
Corn Refining to Consumer Goods
data? What's the right way to expand an your company gets the most from CRM? the potential and likely profitability of
initial implementation? The questions Clarify your strategy before home shopping systems.
reflect a new realism about when and implementing CRM. Use CRM to contact Geographic Setting: United States
how to deploy CRM to its best individual customers who want to hear Industry Setting: Home shopping;
advantage. Understanding that highly from you--in ways that engage them with Retail industry
accurate and timely data are not your company. Gradually extend CRM's Company Size: large
required everywhere in their businesses, power by applying lessons learned from Number of Employees: 9,000
CRM leaders have tailored their real- small-scale initial implementations to Gross Revenues: $600 million
time initiatives to those customer new, well-defined opportunities. revenues
relationships that can be significantly Subjects: NO Subjects: Consumer marketing;
enhanced by "perfect" information. After SUBJECTS(KEYWORDS) Retailing
they've succeeded with their first Length: 74p Length: 21p
targeted CRM project, they can use it as List Price: $17.95 Supplementary Materials: Teaching
a springboard for solving additional Year New: 2005 Note, (594044), 5p, by David E. Bell
problems. CRM is coming to resemble
any other valuable management tool, BH158 598028
and the keys to successful Title: CRM: Profiting from Title: CUC and HFS: Corporate Identity
implementation are also becoming Understanding Customer Needs for a "Merger of Equals"
familiar: strong executive and business Author(s): Stringfellow, Anne; Nie, Author(s): Greyser, Stephen A.;
unit leadership, careful strategic Winter; Bowen, David E. Crawford, Robert J.
planning, clear performance measures, Publication Date: 09/15/2004 Publication Date: 12/04/1997
and a coordinated program that Product Type: Business Horizons Revision Date: 05/08/1998
combines organizational and process Article Product Type: Case (Field)
changes with the application of new Publisher: Business Horizons/Indiana Abstract: In the wake of a major $20
technology. University billion market capitalization "merger of
Subjects: Customer relations; Customer Abstract: Customer relationship equals," two large consumer service
retention; Customer service; management (CRM) requires the firms must determine a new name for the
Customization; Information technology; alignment of three building blocks: new entity. Neither CUC nor HFS is well
Loyalty; Market segmentation insight into customer decision making, known among consumers. The CUC
Length: 14p information about customers, and Services (e.g., shopping, travel, credit
List Price: $6.50 information processing capability. card insurance, etc.) and the HFS
Year New: 2004 However, its emphasis on the latter has brands (e.g., Avis, Century 21, Ramada
outpaced the first two, so that CRM Inns) are well known. Among the key
2173 rarely realizes its full potential. The issues are the "publics" to which the new
Title: CRM--the Right Way, 3rd Edition guidelines presented here can help name is important, whether the name
(HBR Article Collection) managers build a full-spectrum should link to either or both merging
Author(s): Rigby, Darrell K.; information portfolio for CRM that, firms, and whether the new name should
Ledingham, Dianne; Reichheld, through the thoughtful integration of suggest the lines of business the firms
Frederick F.; Schefter, Phil; Fournier, existing tools, information properties, operate (principally consumer services).
Susan; Dobscha, Susan; Mick, David and communication channels, can Geographic Setting: United States
Glen; Kalyanam, Kirthi; Zweben, Monte provide a more complete picture of Industry Setting: Service industries
Publication Date: 11/01/2005 customers and form the basis for long- Company Size: large
Product Type: HBR OnPoint Collection lasting and profitable relationships with Gross Revenues: $4 billion revenues
Abstract: Few companies could resist them. Subjects: Communication strategy;
the lure of customer relationship Subjects: NO Mergers; Public relations; Services
marketing (CRM) when the technology SUBJECTS(KEYWORDS) Length: 12p
first emerged. But hardly any companies Length: 8p
reaped CRM's promised benefits. Why? Year New: 2005 500008
Some launched full-scale, expensive Title: CVS: The Web Strategy
CRM implementations instead of 594027 Author(s): Deighton, John; Shah, Anjali
applying the technology to solve specific Title: CUC International: Shoppers Publication Date: 12/02/1999
customer service problems or support Advantage Revision Date: 02/02/2001
strategic goals. Others used CRM to Author(s): Bell, David E. Product Type: Case (Field)
barrage customers with telemarketing Publication Date: 09/15/1993 Abstract: How should America's
and direct-mail campaigns--without Revision Date: 05/24/1994 second-largest pharmacy chain respond
offering them anything in return or Product Type: Case (Field) to the challenge from online drugstores?
tailoring their communications to Abstract: Shoppers Advantage was What threat does the web pose to bricks
individual customers' changing needs. started 20 years ago as a computer and mortar distribution of prescription
Results? Skyrocketing costs, shrinking shopping organization. Customers would drugs and the other items that make up
profits, and defecting customers. Today, use their computers to make purchases 50% of a drugstore's sales? This case
some organizations are applying CRM in from a company with list of products and describes the purchase of Soma.com by
more disciplined, focused ways, assorted descriptions. The company CVS, and its integration into the
extracting impressive value from it. New flourishes when access is encouraged corporation. A number of tactical
technologies that track individual via telephone and a company operator. questions remain to be answered, and
customers' interactions with your In 1993 CUC wonders where to take the then there is the larger strategic
company and initiate responses tailored business now that computer/cable home question--why do this at all? Teaching
to those interactions have further shopping is a "hot" industry. Teaching purpose: Issues in the integration of
boosted CRM's value. How to ensure Purpose: Allows students to consider traditional retailing with online channels.
Geographic Setting: New England and gifts from desperate fans begging 584065
Industry Setting: Drugstore industry; for the renewal of their favorite shows-- Title: Cableshop (A)
Retail industry had filled the empty slots. The final Author(s): Clarke, Darrel G.; Patton C
Gross Revenues: $15 billion revenues decision was the toughest: although Publication Date: 11/14/1983
Subjects: Distribution channels; four popular shows were still in Revision Date: 07/30/1984
Electronic commerce; Internet; contention--Everwood, One Tree Hill, 7th Product Type: Case (Field)
Marketing management; Heaven, and Veronica Mars--there was Abstract: The Cableshop is an
Pharmaceuticals industry; Retailing only room for three. Which show would advertisement-by-request service on
Length: 16p be the last to be axed? And what would CATV. This case presents the marketing
Supplementary Materials: Teaching be the best time slots for the three last research pilot test performed to
Note, (501064), 9p, by John Deighton additions to the line-up? Allows for an in- determine the consumer acceptance of
depth examination of marketing issues in the concept. Managerial issues revolve
9-507-S17 launching and operating a major around determining an attractive offering
Title: CVS: The Web Strategy, Spanish broadcast television network, in for CATV operators.
Version particular making programming and Geographic Setting: New England
Author(s): Deighton, John; Shah, Anjali scheduling decisions and managing Industry Setting: Broadcasting industry
Publication Date: 12/02/1999 relationships with audiences and Company Size: small
Product Type: LACC Case advertisers. Provides unique insights Subjects: Advertising; Business
Abstract: How should America's into the launch of a network--a rare services; Consumer marketing;
second-largest pharmacy chain respond enterprise--and the associated Entertainment industry; Market research;
to the challenge from online drugstores? marketing and branding campaign. Also New product marketing
What threat does the web pose to bricks contains rich television ratings data that Length: 24p
and mortar distribution of prescription can form the basis for a discussion on
drugs and the other items that make up product portfolio management, in 584066
50% of a drugstore's sales? This case particular, continuation and pruning Title: Cableshop (B)
describes the purchase of Soma.com by decisions (i.e., series renewals and Author(s): Clarke, Darrel G.; Patton C
CVS, and its integration into the cancellations). Finally, can be used to Publication Date: 12/07/1983
corporation. A number of tactical facilitate an assessment of challenges Revision Date: 07/30/1984
questions remain to be answered, and and opportunities in developing Product Type: Case (Field)
then there is the larger strategic sustainable businesses in a rapidly Abstract: Involves the management
question--why do this at all? Teaching changing media environment. issues of determining a product offering
purpose: Issues in the integration of Geographic Setting: Global; United for advertisers. The questions of product
traditional retailing with online channels. States design, price, and sales effort are
Geographic Setting: New England Industry Setting: Media; Television combined with trying to make the
Industry Setting: Drugstore industry; Gross Revenues: >$1 Billion product understandable and attractive to
Retail industry Event Year Start: 2006 advertisers.
Gross Revenues: $15 billion revenues Event Year End: 2006 Geographic Setting: New England
Subjects: NO Subjects: NO Industry Setting: Broadcasting industry
SUBJECTS(KEYWORDS) SUBJECTS(KEYWORDS) Company Size: small
Length: 19p Length: 22p Subjects: Advertising; Business
Year New: 2007 services; Consumer marketing;
507050 Entertainment industry; Market research;
Title: The CW: Launching a Television 583067 New product marketing; Pricing
Network Title: Cable News Network Length: 20p
Author(s): Elberse, Anita; Young, S. Author(s): Quelch, John A.
Mark Publication Date: 01/20/1983 506060
Publication Date: 06/29/2007 Revision Date: 07/30/1985 Title: Cabo San Viejo: Rewarding
Revision Date: 10/20/2008 Product Type: Case (Field) Loyalty
Product Type: Case (Field) Abstract: The vice president of Author(s): Moon, Youngme; Schulman,
Abstract: In May 2006, Dawn Ostroff, advertising and promotion is reviewing Seth; McGovern, Gail
president of entertainment of the newly his advertising program for 1982. In Publication Date: 03/10/2006
formed CW Television Network, was particular, he is assessing an agency Product Type: Case (Gen Exp)
faced with the task of choosing the final proposal for a new advertising campaign Abstract: In 2005, Cabo San Viejo, a
set of programs for the 2006 fall for cable news network. premier health and fitness spa resort
schedule, which she would present to Geographic Setting: United States located in Palm Springs, California, is
advertisers at the annual "upfront" Industry Setting: Cable television debating whether to introduce a
market in New York one week later. Only industry Customer Rewards Program. Describes
four months earlier, CBS Corp. and Time Company Size: mid-size the customer management challenges
Warner Inc. had announced they would Gross Revenues: $100 million sales the firm is facing and outlines the various
close their UPN and The WB networks, Subjects: Advertising campaigns; ways in which a rewards program might
and run the CW as a joint venture. This Communications industry; Consumer be structured to help address those
unusual partnership, a first in the history marketing; Distribution channels; challenges.
of network television, had created a Marketing strategy Geographic Setting: United States
unique challenge for executives: an Length: 20p Industry Setting: Fitness industry
unprecedented number of existing Supplementary Materials: Teaching Gross Revenues: $50-100 million
shows would have to be cancelled. Note, (583066), 10p, by John A. Quelch revenues
Ostroff and her colleagues--who had Event Year Start: 2005
received thousands of letters, petitions, Event Year End: 2005
Subjects: NO How Calgene reacts to these challenges Subjects: Consumer marketing;

SUBJECTS(KEYWORDS) may determine whether it succeeds or Distribution channels; Marketing mixes;
Length: 19p fails in its quest to revolutionize the Marketing strategy
Supplementary Materials: Teaching business of agriculture. A rewritten Length: 23p
Note, (506061), 12p, by Youngme Moon version of an earlier case. Supplementary Materials: Teaching
Year New: 2006 Geographic Setting: California Note, (501082), 13p, by Rajiv Lal,
Industry Setting: Biotechnology Patricia Martone Carrolo; Case Video,
502024 industry (502803), 10 min, by John A. Quelch;
Title: Cafe de Colombia Number of Employees: 100 Case Video, DVD, (502804), 10 min, by
Author(s): Deshpande, Rohit; de Subjects: Agribusiness; Biotechnology; John A. Quelch; Case Video, Streaming,
Royere, Alexandra Entrepreneurship; Innovation; Product (1-277-3), 10 min, by John A. Quelch
Publication Date: 09/30/2001 introduction; Technology BESTSELLER
Revision Date: 06/30/2004 Length: 23p
Product Type: Case (Field) Supplementary Materials: Teaching 503S06
Abstract: Discusses sustaining brand Note, (504045), 13p, by John T. Title: Callaway Golf Co., Spanish
equity after a highly successful Gourville Version
commodity-product branding ad Author(s): Lal, Rajiv; Prescott, Edith D.
campaign. 576046 Publication Date: 08/11/2000
Geographic Setting: Colombia; United Title: California Prune Advisory Board Product Type: LACC Case
States (A) Abstract: Describes a situation faced by
Industry Setting: Coffee Author(s): Ward, Scott; Popper ET Ely Callaway, the 80-year-old founder,
Number of Employees: 1,800 Publication Date: 09/09/1975 chairman, and CEO of Callaway Golf
Subjects: Advertising campaigns; Revision Date: 01/08/1979 Co., in the fall of 1999. After a decade of
Beverages; Brand equity Product Type: Case (Field) stunning success with the marketing
Length: 26p Abstract: Describes the determination concept, Callaway suffered a significant
Supplementary Materials: Case Video, and evaluation of consumer attitudes loss and witnessed a steep decline in
(502801), 3 min, by Rohit Deshpande towards prunes and how these attitudes sales in 1998. Callaway had built a $800
impact on consumption. The student million business by making a truly more
503S02 must determine what attitudes need to satisfying product for the average golfer,
Title: Cafe de Colombia, Spanish be changed, if they can be changed, and making it pleasingly different from the
Version design a program to change them. competition and communicating the
Author(s): Deshpande, Rohit; de Geographic Setting: California benefits to the consumer. The results in
Royere, Alexandra Industry Setting: Advertising industry; 1998 forced Callaway to reconsider the
Publication Date: 08/09/2002 Food industry marketing program that had successfully
Product Type: LACC Case Gross Revenues: $10 million sales supported the product until now. Used in
Abstract: Discusses sustaining brand Event Year End: 1969 the First Year Marketing course. Taught
equity after a highly successful Subjects: Advertising; Consumer in the Sustaining Value Module
commodity-product branding ad behavior; Food Geographic Setting: Carlsbad, CA
campaign. Length: 30p Industry Setting: Golf
Geographic Setting: Colombia; United Gross Revenues: $800 million
States 501019 revenues
Industry Setting: Coffee Title: Callaway Golf Co. Subjects: Consumer marketing;
Number of Employees: 1,800 Author(s): Lal, Rajiv; Prescott, Edith D. Distribution channels; Marketing mixes;
Subjects: Advertising campaigns; Publication Date: 08/11/2000 Marketing strategy
Beverages; Brand equity Revision Date: 09/26/2005 Length: 24p
Length: 27p Product Type: Case (Field)
Abstract: Describes a situation faced by 502803
502041 Mr. Ely Callaway, the 80-year-old Title: Callaway Golf Co., Video
Title: Calgene, Inc. founder, chairman, and CEO of Author(s): Quelch, John A.
Author(s): Goldberg, Ray A.; Gourville, Callaway Golf Co., in the fall of 1999. Publication Date: 06/01/2002
John T. After a decade of stunning success with Product Type: Case Video
Publication Date: 10/22/2001 the marketing concept, Callaway Abstract: Presents an interview with
Revision Date: 04/18/2002 suffered a significant loss and witnessed Ron Drapeau, chairman and CEO of
Product Type: Case (Field) a steep decline in sales in 1998. Mr. Callaway Golf Co. Must be used with:
Abstract: In 1993, Calgene is on the Callaway had built a $800 million (501019) Callaway Golf Co.
verge of introducing the world's first business by making a truly more Subjects: Consumer marketing;
genetically engineered plant product--a satisfying product for the average golfer, Distribution channels; Marketing mixes;
tomato will taste better and stay fresh making it pleasingly different from the Marketing strategy
longer. At the same time, it is using competition and communicating the Length: 10 min
biotechnology to produce improved plant benefits to the consumer. The results in List Price: $150.00
products for the cottonseed and the 1998 forced Mr. Callaway to reconsider
industrial and edible oil markets. As it the marketing program that had 502804
develops and brings these products to successfully supported the product until Title: Callaway Golf Co., Video (DVD)
market, however, it faces a series of now. Author(s): Quelch, John A.
marketing and public relations hurdles, Geographic Setting: Carlsbad, CA Publication Date: 06/01/2002
including regulatory requirements Industry Setting: Golf Product Type: Case Video, DVD
consumer education activist resistance Gross Revenues: $800 million Abstract: Presents an interview with
to production, and distribution logistics. revenues Ron Drapeau, chairman and CEO of
Callaway Golf Co. Must be used with: distribution, and providing very fresh whether a company should advertise for
(501019) Callaway Golf Co. flowers directly from the growers to its warehouse stores and, if so, the
Subjects: NO consumers. Frames the question of how media and expense level it should
SUBJECTS(KEYWORDS) this start-up venture should grow. choose.
Length: 10 min Geographic Setting: United States Industry Setting: Retail industry; Food
Year New: 2005 Industry Setting: Mail order; Retail industry
industry; Floral industry Gross Revenues: $3 million sales
503011 Company Size: start-up Subjects: Advertising; Distribution; Non-
Title: Calvin Klein, Inc. vs. Warnaco Number of Employees: 30 store retailing; Supermarkets
Group, Inc. Gross Revenues: $10 million revenues Length: 25p
Author(s): Fournier, Susan; Boer, Subjects: Agribusiness; Distribution
Jessica planning; Information systems; R0810Z
Publication Date: 11/19/2002 Information technology; Retailing Title: Can Knockoffs Knock Out Your
Revision Date: 12/20/2002 Length: 31p Business? (Commentary for HBR Case
Product Type: Case (Library) Supplementary Materials: Teaching Study)
Abstract: On May 30, 2000, Calvin Note, (596116), 10p, by Walter J. Author(s): Nunes, Paul F.; Mulani,
Klein, Inc. (CKI) filed suit against Salmon, Judith Maas; Case Video, Narendra P; Brandazza, Giorgio;
Warnaco Group, Inc. and Linda (592509), 3 min, by KGO TV Taggart, J. Merrick "Rick"; Cummings,
Wachner, its CEO, for breaching its BESTSELLER Candace S.
jeanswear licensing and distribution Publication Date: 10/01/2008
contract and, in so doing, diluting the 592509 Product Type: Harvard Business
equity of its brand. On June 26, 2000, Title: Calyx & Corolla, Video Review Article
Warnaco countered with its own suit, Author(s): KGO TV Abstract: Ruffin CEO Bill Bronson is on
denying the major allegation of Publication Date: 01/22/1992 a mission. Counterfeits of his company's
trademark dilution and justifying Product Type: Case Video adventure gear and clothing are on the
distribution through warehouse clubs as Abstract: Presents an interview with rise, and Bronson is hell-bent on
acceptable business practice. The President Ruth Owades. Must be used stopping them. He has hired top-notch
countersuit further claimed that CKI had, with: (592035) Calyx & Corolla. investigators to track down the criminals,
in fact, breached the license and eroded Industry Setting: Agribusiness; Retail invested in technology that will help
the brand through its own strategies and industry distinguish his products from look-alikes,
practices. The lawsuits were precedent Subjects: Agribusiness; Distribution and pushed online vendors to stop
setting: This was the first time a planning; Information systems; Retailing selling fakes. All of that has cost a lot of
licensed manufacturer/distributor had Length: 3 min money, however, and the problem
been charged with brand equity dilution List Price: $150.00 seems to be getting worse. How far
or a designer held accountable for should Bronson take his campaign?
ineffective brand advertising. It was a 591017 Three experts comment on this fictional
case that would potentially rewrite the Title: Campbell Soup Co. and the case study in R0810A and R0810Z.
rules of fashion licensing and Federal Trade Commission Giorgio Brandazza, a professor at SDA
distribution, and bring into the limelight Author(s): Quelch, John A.; Smith, N. Bocconi School of Management, fought
the tensions faced by every brand Craig; Stern, Aimee L. a similar battle as an executive at Calvin
steward attempting to balance revenue Publication Date: 06/07/1990 Klein. He advises Ruffin to mitigate the
growth goals with preservation of the Revision Date: 03/08/1991 effects of copycats by building up the
equity of the brand. This case presents Product Type: Case (Library) strength of its brand. For one thing, the
extensive background facts. Abstract: Company executives must company should increase its retail
Industry Setting: Retail industry decide how to respond to a Federal presence in countries where it is plagued
Number of Employees: 18,000 Trade Commission complaint charging by fakes. Single-brand stores will allow
Gross Revenues: $1.6 million revenues the company with deceptive advertising. Ruffin to guarantee customers they're
Subjects: Advertising; Brand equity; Geographic Setting: United States getting authentic goods, showcase its
Distribution; Legal aspects of business; Industry Setting: Food industry products in distinctive ways, and build
Licensing; Retailing Company Size: Fortune 500 strong relationships with consumers. J.
Length: 28p Gross Revenues: $5 billion revenues Merrick "Rick" Taggart, president of
NEW Subjects: Advertising; Food; Public Victorinox Swiss Army in North America,
policy recommends zeroing in on the worst
592035 Length: 5p counterfeiting offenders. A resource
Title: Calyx & Corolla Supplementary Materials: Teaching Ruffin should take advantage of, he
Author(s): Salmon, Walter J.; Wylie, Note, (591120), 4p, by John A. Quelch, says, is customs and border patrol
David Elisa M. Palter officers; if the company frequently
Publication Date: 11/01/1991 communicates with them about ports of
Revision Date: 10/06/1995 entry and consignee and consignor data,
578200
Product Type: Case (Field) these officials can more easily sniff out
Title: Campbell Warehouse
Abstract: Describes a new entry into the illegal activity. The foundation for any
Supermarkets
$8 billion flower industry in the United good defense against counterfeiters,
Author(s): Salmon, Walter J.; Milberg
States. Combining the use of overnight says Candace S. Cummings, general
AR
air freight (Federal Express), information counsel of VF Corporation, is instituting
technology, an 800 number, and a tight controls over the company's supply
catalog, Calyx & Corolla was changing chain and distribution process. That
the way flowers had traditionally been means, among other things, choosing
Abstract: Focuses on advertising for
distributed, bypassing three layers of manufacturing partners carefully and
warehouse stores. It raises the issues of
having strict contracts with distribution outlets the company trusts. 77511
partners that, for example, prohibit Subjects: NO Title: Can Marketing and Manufacturing
products from going anywhere but SUBJECTS(KEYWORDS) Coexist?
outlets the company trusts. Length: 8p Author(s): Shapiro, Benson P.
Subjects: NO Publication Date: 09/01/1977
SUBJECTS(KEYWORDS) R0810X Product Type: Harvard Business
Length: 4p Title: Can Knockoffs Knock Out Your Review Article
Business? (HBR Case Study) Abstract: Every manufacturing company
R0810A Author(s): Nunes, Paul F.; Mulani, experiences conflict, often internecine,
Title: Can Knockoffs Knock Out Your Narendra P between its marketing and
Business? (HBR Case Study and Publication Date: 10/01/2008 manufacturing functions. There is a
Commentary) Product Type: Harvard Business strong likelihood of conflict in managing
Author(s): Nunes, Paul F.; Mulani, Review Article the marketing/manufacturing interface in
Narendra P; Brandazza, Giorgio; Abstract: Ruffin CEO Bill Bronson is on eight areas: capacity planning and long-
Taggart, J. Merrick "Rick"; Cummings, a mission. Counterfeits of his company's range sales forecasting; production
Candace S. adventure gear and clothing are on the scheduling and short-range sales
Publication Date: 10/01/2008 rise, and Bronson is hell-bent on forecasting; delivery and physical
Product Type: Harvard Business stopping them. He has hired top-notch distribution; quality assurance; breadth
Review Article investigators to track down the criminals, of product line; cost control; new
Abstract: Ruffin CEO Bill Bronson is on invested in technology that will help product introduction; and adjunct
a mission. Counterfeits of his company's distinguish his products from look-alikes, services.
adventure gear and clothing are on the and pushed online vendors to stop Subjects: Manufacturing; Marketing
rise, and Bronson is hell-bent on selling fakes. All of that has cost a lot of management
stopping them. He has hired top-notch money, however, and the problem Length: 9p
investigators to track down the criminals, seems to be getting worse. How far
invested in technology that will help should Bronson take his campaign? CMR212
distinguish his products from look-alikes, Three experts comment on this fictional Title: Can Selling Be Globalized?: The
and pushed online vendors to stop case study in R0810A and R0810Z. Pitfalls of Global Account Management
selling fakes. All of that has cost a lot of Giorgio Brandazza, a professor at SDA Author(s): Arnold, David J.; Birkinshaw,
money, however, and the problem Bocconi School of Management, fought Julian M.; Toulan, Omar
seems to be getting worse. How far a similar battle as an executive at Calvin Publication Date: 10/01/2001
should Bronson take his campaign? Klein. He advises Ruffin to mitigate the Product Type: CMR Article
Three experts comment on this fictional effects of copycats by building up the Publisher: California Management
case study in R0810A and R0810Z. strength of its brand. For one thing, the Review
Giorgio Brandazza, a professor at SDA company should increase its retail Abstract: There is a strong current trend
Bocconi School of Management, fought presence in countries where it is plagued toward globalization of the sales
a similar battle as an executive at Calvin by fakes. Single-brand stores will allow function, driven by increasing customer
Klein. He advises Ruffin to mitigate the Ruffin to guarantee customers they're power, initiatives in customer
effects of copycats by building up the getting authentic goods, showcase its relationship management, and the
strength of its brand. For one thing, the products in distinctive ways, and build design of customer-centric
company should increase its retail strong relationships with consumers. J. organizations. This article questions the
presence in countries where it is plagued Merrick "Rick" Taggart, president of wisdom of rapid adoption of global
by fakes. Single-brand stores will allow Victorinox Swiss Army in North America, account management by vendor
Ruffin to guarantee customers they're recommends zeroing in on the worst companies. Drawing on field and survey
getting authentic goods, showcase its counterfeiting offenders. A resource research among global account
products in distinctive ways, and build Ruffin should take advantage of, he managers, the authors highlight a
strong relationships with consumers. J. says, is customs and border patrol number of ways in which vendors can
Merrick "Rick" Taggart, president of officers; if the company frequently fail to reap the benefits of global
Victorinox Swiss Army in North America, communicates with them about ports of customer relationships and, instead,
recommends zeroing in on the worst entry and consignee and consignor data, suffer falling prices. A number of
counterfeiting offenders. A resource these officials can more easily sniff out managerial guidelines are suggested for
Ruffin should take advantage of, he illegal activity. The foundation for any a strategic approach toward global
says, is customs and border patrol good defense against counterfeiters, customer management and an effective
officers; if the company frequently says Candace S. Cummings, general implementation of global account
communicates with them about ports of counsel of VF Corporation, is instituting management programs.
entry and consignee and consignor data, tight controls over the company's supply Subjects: Customer relations; Customer
these officials can more easily sniff out chain and distribution process. That retention; Globalization; Sales
illegal activity. The foundation for any means, among other things, choosing management; Sales strategy
good defense against counterfeiters, manufacturing partners carefully and Length: 14p
says Candace S. Cummings, general having strict contracts with distribution
counsel of VF Corporation, is instituting partners that, for example, prohibit 94508
tight controls over the company's supply products from going anywhere but Title: Can This Brand Be Saved?
chain and distribution process. That outlets the company trusts. Author(s): Maruca, Regina Fazio
means, among other things, choosing Subjects: NO Publication Date: 09/01/1994
manufacturing partners carefully and SUBJECTS(KEYWORDS) Product Type: Harvard Business
having strict contracts with distribution Length: 6p Review Article
partners that, for example, prohibit Abstract: In this fictional case study,
products from going anywhere but Caroline Portal knows that La Shampoo
is in trouble. Introduced in 1975 and right course. Merchandising; Product planning &
targeted at women between the ages of Industry Setting: Computer industry policy; Profitability analysis; Retailing;
15 and 30, La Shampoo has a stylish Subjects: Computer industry; HBR Tools
image that had immediately become Case Discussions; Marketing Length: 28p
popular. Its slogan, "La Shampoo: For implementation; Marketing management;
the Look and Feel of France," had Marketing strategy 902A14
remained the same since day one. In Length: 11p Title: Canadian Tire Multiple Channel
1989, however, the line had begun a Retailing
slow descent, but the company hadn't 68603 Author(s): Pearce, Michael R.; Costello,
really addressed the problem until two Title: Can You Standardize Multinational Neal; Hall, Michael; Nicholl, Lindsay
years ago, when it named Caroline Marketing? Publication Date: 09/05/2002
brand manager. At first, Caroline Author(s): Buzzell, Robert D. Product Type: Case (Field)
requested a new packaging design. The Publication Date: 11/01/1968 Publisher: Richard Ivey School of
ad agency backed her up and called for Product Type: Harvard Business Business/UWO
a modest "new look" campaign. But the Review Article Abstract: Three years after launching a
repackaging caused tension in the office Abstract: The prevailing view of content-based web site, a nationwide
and had no positive effect on sales: the multinational companies (MNCs) is that hard goods retailer invested in software
numbers continued their slow decline. marketing strategy is a local problem to support Internet shopping. The online
Caroline calls a meeting to examine which differs from country to country. component was one element in a
proposals submitted by product sales There are, however, potential benefits in multiple-channel retailing approach,
manager Eric Woolf and a standardizing multinational marketing which also included retail stores, a
representative of the ad agency that held strategy. Significant cost savings, phone-order service, and an annual
the La Shampoo account, Beth Hanson. consistency in dealing with customers, catalog. Although the company is the
Eric recommends a price cut, while Beth improved planning and control, and the country's most shopped retailer, the
wants a relaunch. The tension grows in exploitation of good ideas represent online retail segment has not turned a
the meeting as Caroline weighs the potential gains with an integrated profit. The director of marketing must
options. A decision has to be made soon approach to marketing strategy. In view consider the effect of multiple-channel
in order to save the brand. Which of the trend toward at least partial retailing on the company's profitability.
marketing plan should Caroline choose? centralization of marketing management, Geographic Setting: Canada
Five experts examine the challenges of the right balance between local Industry Setting: Building materials
rebuilding a brand. autonomy and central coordination is industries; Lawn care; Hardware &
Industry Setting: Consumer products essential if marketing strategy is to fastener industry
Subjects: Brands; Consumer goods; encompass a multinational perspective. Company Size: large
HBR Case Discussions; Marketing Subjects: Centralization; International Subjects: Canada; Distribution
strategy; Product management business; International marketing; channels; Electronic commerce;
Length: 9p Marketing strategy; Multinational Profitability analysis; Retailing
corporations Length: 13p
95611 Length: 11p NEW
Title: Can This High-Tech Product Sell
Itself? 98A016 901A26
Author(s): Virden, Thomas W. Title: Canadian Tire Corp. Ltd.: Circular Title: Canadian Tire: Selecting a Social
Publication Date: 11/01/1995 Saw Line Review Process Marketing Program
Product Type: Harvard Business Author(s): Pearce, Michael R.; Author(s): Fisher, Robert J.; Bong,
Review Article Finkbeiner, Shawn; Flood, T.J.; Van den Karen; Mark, Ken
Abstract: When Jim Merrick left a well- Berg, Inge Publication Date: 02/06/2002
known computer graphics company for Publication Date: 09/28/1999 Product Type: Case (Field)
California Vision Tools, he was excited Product Type: Case (Field) Publisher: Richard Ivey School of
about creating a dynamic marketing Publisher: Richard Ivey School of Business/UWO
department of his own. But he failed to Business/UWO Abstract: Canadian Tire is a large
ascertain how much financial support his Abstract: The buyer of power tools and retailer of automotive, hardware, and
new company was likely to provide for power tool accessories for Canadian houseware products. As part of the
dynamic product campaigns. Founder Tire Corp. had to make a decision company's marketing strategy, the
and CEO Mark Felton had seen his first regarding the depth and breadth for the executive director of corporate affairs is
product take off like a rocket. But now, circular saw product line. The previous reviewing four social marketing
when there are imitators all around, will year's assortment did not perform up to programs and must decide which
Felton understand the importance of a expectations and the company program the company will adopt. She
big marketing push for his second experienced a significant decrease in must analyze each of the social
product? Some on the executive staff sales in that category. The buyer had six marketing programs and assess how the
like Merrick's ideas for a marketing weeks to complete a strategy to increase program will contribute to the company's
campaign but don't see why he needs an profitability in the line and to decide competitive position. She also needs to
extra $100,000 over his budget. Is which products would make up convince the company's independent
Merrick just trying to keep his Canadian Tire Corp.'s assortment. associate dealers to adopt and
department's new hires happy? Should Geographic Setting: Canada implement the chosen program.
he try to implement his intro without Industry Setting: Building materials Geographic Setting: Canada
incremental funds? Or are the other industries; Lawn care; Hardware & Industry Setting: Merchandising
members of the executive staff being fastener industry Company Size: large
myopic? Five experts try their hands at Company Size: large Subjects: Advertising strategy;
setting California Vision Tools on the Subjects: Canada; Competition; Automotive supplies; Canada; Market
research; Marketing strategy including bringing the sales function in- Information-Based Marketing
Length: 25p house, changing JBC's compensation, Author(s): Rierson, Michael; Lattin,
Supplementary Materials: Teaching choosing only the service most needed James
Note, (801A26), 8p, by Robert J. Fisher, from JBC, or expanding the sphere of Publication Date: 03/02/2007
Karen Bong, Ken Mark CCCI's station's local sales forces. The Product Type: Case (Field)
NEW case raises the issue of managing Publisher: Stanford University
outside parties and examines the role of Abstract: In November 1997, Richard D.
504055 a manufacturer's representative in the Fairbank, Chairman and CEO of Capital
Title: Cape Wind marketing function. One Financial Corporation, was
Author(s): Gourville, John T.; Herman, Geographic Setting: United States reflecting on the success of his company
Kerry Industry Setting: Broadcasting industry since its initial public offering (IPO) in
Publication Date: 10/30/2003 Company Size: large 1994. The success had come primarily
Revision Date: 02/12/2004 Gross Revenues: $664 million from one business: credit cards. Despite
Product Type: Case (Library) revenues the phenomenal success of the company
Abstract: Cape Wind has proposed Subjects: Business services; in this one market, Fairbank's vision for
placing a 170-tower wind farm, with each Communications industry; Marketing the company was not limited to credit
tower more than 400-feet tall, in implementation; Sales management; cards. He wanted to diversify to reduce
Nantucket Sound. Not surprisingly, Suppliers Capital One's vulnerability to consumer
public reaction is mixed. Some view the Length: 26p credit market saturation and downturns.
wind farm as clean, renewable energy. Supplementary Materials: Teaching Fairbank also saw an opportunity to
Others view it as an eyesore and a Note, (586016), 14p, by Thomas V. extend Capital One's capabilities into
desecration of a valued public resource. Bonoma, Shirley M. Spence other markets. He saw Capital One as
Other attempts at wind farms in the not just a credit card or financial services
United States have run into similar 588071 company but rather as an information-
resistance. Although the public can Title: Capital Cities/ABC, Inc: Spot based marketing company. Because
agree that wind power is a good idea, no Sales Capital One's strategy would work well in
one wants a wind farm in their Author(s): Cespedes, Frank V.; King, other information-driven industries,
community. How can firms overcome Jon E. Fairbank's idea was to concentrate on
this type of resistance to change? Publication Date: 05/17/1988 growing, data-rich industries--large
Geographic Setting: Massachusetts Product Type: Case (Field) enough to contribute significantly to the
Industry Setting: Energy Abstract: In 1985, Capital Cities company's growth trajectory--and focus
Company Size: start-up Communications (CCC) and ABC, Inc. on products and marketing channels
Number of Employees: 10 merged. Each company owned four where Capital One could leverage its
Event Year Start: 2003 television stations, where advertising capabilities in scientific testing and mass
Event Year End: 2003 was sold by two different "rep" firms. customization. Despite having
Subjects: Community relations; ABC Spot Sales (the in-house ABC rep investigated over 50 diversification
Consumer behavior; Energy; firm) is now competing with John Blair, opportunities, Capital One was not
Environmental protection; Global Inc. (the rep firm for the CCC stations) to pursuing any, largely because they were
Research Group; Innovation; represent the eight stations now owned a poor fit or failed to capitalize on Capital
Management of change; Product by the merged company. The case One's core competencies. A recent hire,
positioning; Public relations focuses on the process of developing a Mike Rowen, and his team, however,
Length: 16p sales strategy and sales presentation for had just finished a four-month long
Supplementary Materials: Teaching Spot Sales. This process involves investigation into the auto financing
Note, (506013), 10p, by John T. analyzing the changing market for TV industry. It was up to Rowen and his
Gourville and sales, the strengths and potential team to decide whether to present auto
Year New: 2004 weaknesses of the Spot Sales versus financing as the right opportunity for
John Blair organizations, and the leveraging Capital One's information-
personal, "political," and economic based strategic capabilities. The team
584128
concerns of station general managers at knew that if it recommended going
Title: Capital Cities Communications,
CCC/ABC, who constitute the major ahead, it would have to put forth a plan
Inc. (CCCI)
audience for the upcoming sales that would address any concerns or
Author(s): Bonoma, Thomas V.; Kane,
presentation. objections raised by Fairbank.
Margaret L.
Geographic Setting: United States Geographic Setting: United States
Industry Setting: Entertainment Industry Setting: Financial services
industry; Advertising industry Subjects: NO
Company Size: mid-size SUBJECTS(KEYWORDS)
Abstract: In late 1983 and early 1984,
Gross Revenues: $180 million sales Length: 26p
the general sales managers of CCCI's
Subjects: Advertising strategy; Year New: 2007
six television stations and the assistant
to the president of the broadcasting Marketing implementation; Marketing
division, decided to evaluate their management; Marketing organization; 906A05
relationship with the company's Sales management; Sales organization Title: Capital One: Launching a Mass
advertising representative firm, John Length: 27p Media Campaign
Blair and Co. (JBC). In particular, CCCI's Supplementary Materials: Teaching Author(s): Fisher, Robert J.; Mark, Ken
manager and Ms. Rohrer question Note, (591083), 19p, by Frank V. Publication Date: 03/31/2006
whether or not the company is receiving Cespedes Product Type: Case (Field)
the best possible representation from Publisher: Richard Ivey School of
JBC. Ms. Rohrer is directed to examine M316 Business/UWO
a number of implementation alternatives, Title: Capital One: Leveraging Abstract: The Senior Brand Manager for
Capital One Canada is developing the promotions; Ethics; Pricing; Product finding high-quality deals, the firm has
firm's strategy for its first mass media planning & policy focused to date on leveraging its
advertising campaign there. He had Length: 10p contacts in the banking business, which
been provided with a menu of U.S. and Supplementary Materials: Teaching has been a powerful institution in Japan
U.K. advertisements--with test results for Note, (591117), 7p, by John A. Quelch, for many years. These contacts have
each--which he can adapt for a Elisa M. Palter brought to Carlyle a number of good
Canadian audience. The key decisions quality companies, but the volume of
the Senior Brand Manager faces 505080 buyouts done by Carlyle in Japan has
includes which customer segment to Title: CarMax not been what they hoped it would be.
focus on, what value proposition to Author(s): Lal, Rajiv; Kiron, David Students are asked how the firm can
signal to this segment, what Publication Date: 06/15/2005 improve on this deal sourcing approach.
advertisements should be used to Product Type: Case (Field) Geographic Setting: Japan
deliver these messages, and what Abstract: Carmax is the largest multi- Industry Setting: Professional services
customization efforts are necessary. He market used car dealer in the U.S., and Number of Employees: 50
has a presentation to Capital One's has no format-to-format competitor in the Event Year Start: 2007
senior management team and needs to $375 billion used car market. CarMax is Event Year End: 2007
back up his recommendations with trying to do what some analysts believed Subjects: NO
numbers and logic. to be impossible: sell used cars SUBJECTS(KEYWORDS)
Geographic Setting: Canada profitably on a national scale, and at the Length: 26p
Industry Setting: Business services same time revamp the tarnished image Supplementary Materials: Supplement
Subjects: NO of the used car salesman. (Field), (508093), 3p, by David Godes,
SUBJECTS(KEYWORDS) Geographic Setting: Richmond, VA Masako Egawa, Mayuka Yamazaki;
Length: 20p Industry Setting: Automotive industry Supplement (Field), (508094), 1p, by
Supplementary Materials: Teaching Gross Revenues: $2.5 billion revenues David Godes, Masako Egawa, Mayuka
Note, (806A05), 6p, by Robert J. Fisher Subjects: NO Yamazaki
Year New: 2007 SUBJECTS(KEYWORDS) Year New: 2008
Length: 29p
F0505K Year New: 2005 508093
Title: Capturing Customers' Spare Title: Carlyle Japan (B)
Change 582035 Author(s): Godes, David; Egawa,
Author(s): Albert, Terri C.; Winer, Title: Career Women's Clothing Store Masako; Yamazaki, Mayuka
Russell S. Author(s): Takeuchi, Hirotaka; Merliss, Publication Date: 03/27/2008
Publication Date: 05/01/2005 Penny Pittman Product Type: Supplement (Field)
Product Type: Harvard Business Publication Date: 10/27/1981 Abstract: An abstract is not available for
Review Article Product Type: Case (Library) this product. Must be used with:
Abstract: Software that "understands" Abstract: A second-year MBA student (508092) Carlyle Japan (A). May be
psychology is helping fast-food planning to open a career women's used with: (508094) Carlyle Japan (C).
restaurants capture customers' spare clothing store turns to research projects Subjects: NO
change, explains GE edgelab's Terri C. conducted by two former students. SUBJECTS(KEYWORDS)
Albert and marketing professor Russell Based on the interpretation of the survey Length: 3p
S. Winer. research results, she has to make a Year New: 2008
Industry Setting: Fast food industry go/no go decision.
Subjects: Fast food industry; Marketing Industry Setting: Apparel industry 508094
strategy; Sales strategy; Software Subjects: Clothing; Development stage Title: Carlyle Japan (C)
Length: 1p enterprises; Market research; Polls & Author(s): Godes, David; Egawa,
Year New: 2005 surveys; Retailing Masako; Yamazaki, Mayuka
Length: 45p Publication Date: 03/27/2008
591020 Product Type: Supplement (Field)
Title: Car-Rental Collision Damage 508092 Abstract: An abstract is not available for
Waivers Title: Carlyle Japan (A) this product. Must be used with:
Author(s): Quelch, John A.; Yao, Julie Author(s): Godes, David; Egawa, (508092) Carlyle Japan (A). May be
Publication Date: 07/26/1990 Masako; Yamazaki, Mayuka used with: (508093) Carlyle Japan (B).
Product Type: Case (Library) Publication Date: 03/25/2008 Subjects: NO
Abstract: Describes the uses (and Revision Date: 05/16/2008 SUBJECTS(KEYWORDS)
possible abuses) of collision damage Product Type: Case (Field) Length: 1p
waivers (CDWs) by the car-rental Abstract: Tamotsu Adachi, Managing Year New: 2008
industry. Product policy and pricing Director of Carlyle Japan, wants to
issues (including the use of bundling) formulate a strategy to improve his firm's 578075
are discussed. Possible remedies for ability to source high-quality deals at Title: Carnation Foods Co. Ltd.
some of the ethical problems raised by competitive valuations, or prices. Buyout Author(s): Wiechmann, Ulrich E.;
the marketing of CDWs are also funds like Carlyle typically have two deal Gillespie, Kate
addressed. phases: sourcing and monitoring. These Publication Date: 12/01/1977
Geographic Setting: United States correspond to (i) "selling" the benefits to Revision Date: 03/01/1978
Industry Setting: Car & truck rental a business owner of going with Carlyle Product Type: Case (Field)
industry as a buyout partner, and then (ii) Abstract: The ostensible case issue is
Company Size: large increasing the value of that business whether management should raise the
Gross Revenues: $8 billion revenues following the buyout. Since the price on their product, Coffee-Mate, in
Subjects: Automobiles; Employee profitability of a buyout depends on the face of competitive pressures and
pressures from headquarters for Product Type: Case (Field) is a Southern California automobile
improved margins. The broader issues Abstract: In July 1985, Carolina Power dealer group. The head of the group is
are product line planning and & Light, a mid-sized public utility, assessing whether his current and
headquarters-subsidiary relationships in announced a major reorganization of its unique marketing strategy should be
a multinational enterprise. Customer and Operating Services Group modified in light of changing competitive
Geographic Setting: United Kingdom (COS), the field organization responsible conditions.
Industry Setting: Food industry for marketing, accounting, and Geographic Setting: Southern
Company Size: large maintenance of the utility's services. One California
Subjects: Food; International business; year later, the reorganization is still Industry Setting: Automotive industry;
Marketing strategy; Pricing; Product underway; and issues concerning Retail industry
lines; Product portfolio management; employee morale, reporting Company Size: mid-size
Subsidiaries; United Kingdom relationships, the closing or maintenance Gross Revenues: $200 million
Length: 20p of certain field offices, and management revenues
Supplementary Materials: Supplement development must be addressed. Subjects: Advertising strategy;
(Field), (578154), 1p, by Ulrich E. Provides students with an opportunity to Automobiles; Marketing strategy; Pricing;
Wiechmann, Kate Gillespie consider issues concerning marketing Retailing
management, marketing organization, Length: 28p
578154 and customer service in a market Supplementary Materials: Teaching
Title: Carnation Foods Co. Ltd. (B) context which is competitive but not Note, (592027), 7p, by Walter J. Salmon,
Author(s): Wiechmann, Ulrich E.; usually associated with "marketing." David Wylie
Gillespie, Kate Geographic Setting: United States
Publication Date: 03/10/1978 Industry Setting: Utilities 99A017
Revision Date: 08/01/1978 Company Size: large Title: Carvel Ice Cream: Developing the
Product Type: Supplement (Field) Gross Revenues: $1.9 billion revenues Beijing Market
Abstract: A short summary of events Subjects: Control systems; Customer Author(s): Vandenbosch, Mark; Gleave,
during the two-year period after the relations; Customer service; Marketing Tom
events that took place in Carnation implementation; Marketing management; Publication Date: 07/17/1999
Foods Co. Ltd., to be distributed during Marketing organization; Public utilities Product Type: Case (Field)
the last ten minutes of discussion on the Length: 24p Publisher: Richard Ivey School of
earlier case, the question being: "What Supplementary Materials: Teaching Business/UWO
should now be done with the product - or Note, (591096), 12p, by Frank V. Abstract: The manager of business
the subsidiary?" Must be used with: Cespedes development for Carvel Asia Ltd. is
(578075) Carnation Foods Co. Ltd. trying to determine how best to increase
Geographic Setting: United Kingdom 505S01 ice cream cake sales. In doing so, he
Industry Setting: Food industry Title: Carter Automotive Group, Spanish needs to develop a complete marketing
Subjects: Food; International business; Version program that includes decisions about
Marketing strategy; Pricing; Product Author(s): Salmon, Walter J.; Wylie, product offerings, pricing, placement
lines; Subsidiaries; United Kingdom David (distribution), and promotion--"the four
Length: 1p Publication Date: 02/26/1990 Ps."
Revision Date: 10/06/1993 Geographic Setting: China
579091 Product Type: LACC Case Industry Setting: Ice cream industry;
Title: Carnation Foods Co. Ltd. (C) Abstract: The Carter Automotive Group Food industry
Author(s): Wiechmann, Ulrich E.; is a Southern California automobile Company Size: mid-size
Gillespie, Kate dealer group. The head of the group is Subjects: China; Distribution; Food;
Publication Date: 11/01/1978 assessing whether his current and Marketing planning; Pricing strategy
Product Type: Case (Field) unique marketing strategy should be Length: 15p
Abstract: Concerns the development of modified in light of changing competitive Supplementary Materials: Teaching
a new advertising approach for an conditions. Note, (899A17), 14p, by Mark
established product. This raises the Geographic Setting: Southern Vandenbosch, Tom Gleave
question of which target group to select, California
how to position the product vis-a-vis Industry Setting: Automotive industry; 585142
competition, and whether to try to Retail industry Title: Case Study in Case Research:
stimulate primary or selective demand. Company Size: mid-size Marketing Implementation
Geographic Setting: Great Britain Gross Revenues: $200 million Author(s): Bonoma, Thomas V.
Industry Setting: Food industry revenues Publication Date: 01/16/1985
Company Size: large Subjects: Advertising strategy; Product Type: Note
Subjects: Advertising strategy; Food; Automobiles; Marketing strategy; Abstract: Acquaints marketers with
Market segmentation; Product Pricing; Retailing case research, defined as part of the rich
positioning; United Kingdom Length: 32p and growing tradition of qualitative
Length: 25p research in the social sciences.
590011 Specifically, the note 1) examines the
587179 Title: Carter Automotive Group structure and role of case research in
Title: Carolina Power & Light Co.: Author(s): Salmon, Walter J.; Wylie, knowledge-gathering, especially as
Customer and Operating Services Group David compared to other research vehicles, 2)
Author(s): Cespedes, Frank V.; Publication Date: 02/26/1990 critically relates one example of
Morrison, John E.P. Revision Date: 10/06/1993 programmatic case-based research, and
Publication Date: 06/09/1987 Product Type: Case (Field) 3) offers a researcher's guide to the use
Revision Date: 05/05/1992 Abstract: The Carter Automotive Group of cases in research projects.
Subjects: Case method; Marketing Supplementary Materials: Teaching products at list price--discounts are out
implementation; Research & Note, (598123), 17p, by Susan Fournier, of the question. Occidental also has
development Julie Yao plans for two new plants so Standard's
Length: 33p bid may affect millions of dollars in future
F0611G business. And two Asian machine-tool
586022 Title: A Case for Discount Discipline companies have set their sights on
Title: Case Study in Successful Author(s): Geisman, Jim; Maruskin, Occidental's home market. Has
Department Store Strategies John Standard's fixed-price policy outlived its
Author(s): Salmon, Walter J.; Dew, Publication Date: 11/01/2006 usefulness? May be used with: (88214)
Marci K. Product Type: Harvard Business The Case of the Pricing Predicament
Publication Date: 07/18/1985 Review Article (HBR Case Study).
Revision Date: 07/01/1986 Abstract: Few companies even record Industry Setting: Machinery industry
Product Type: Case (Library) their discounting practices, much less Subjects: NO
Abstract: Identifies the factors behind manage them. Here's how to do SUBJECTS(KEYWORDS)
the strategies of successful traditional discounts right. Length: 12p
department stores. Asks students to Industry Setting: Software industry Year New: 2006
assess whether more of the same by Subjects: NO
additional department store operators SUBJECTS(KEYWORDS) 88205
would lead to a resurgence in the share Length: 3p Title: The Case of the Pricing
of total general merchandise sales held Year New: 2006 Predicament (HBR Case Study and
by the department store industry. Commentary)
Geographic Setting: United States 90408 Author(s): Karr, Mary; Rogers, F.G.
Industry Setting: Retail industry Title: The Case of the Migrating Markets "Buck"; Moore, Bruce; Lindgren, Richard
Gross Revenues: $50 billion industry Author(s): Levitt, Theodore T.; Whitescarver, William
Subjects: Department stores; Growth Publication Date: 07/01/1990 Publication Date: 03/01/1988
strategy; Market analysis; Retailing; Product Type: Harvard Business Product Type: Harvard Business
Strategy formulation Review Article Review Article
Length: 38p Abstract: Describes an established Abstract: Scott Palmer's most important
company whose profits are being account, Occidental Aerospace, is
598023 sustained by price increases on a few pushing for a discount, but Standard
Title: A Case for Brand Loyalty core products and gradual population Machine Corp., Scott's company, has a
Author(s): Fournier, Susan; Yao, Julie growth. How can the company expand long-standing policy of selling its
Publication Date: 06/15/1998 product lines in a way that appeals to products at list price--discounts are out
Revision Date: 09/09/1998 younger people but does not jeopardize of the question. Occidental also has
Product Type: Color Case brand identity and customer loyalty? plans for two new plants so Standard's
Abstract: Brand loyalty is one of the Cathleen Black, publisher of USA Today bid may affect millions of dollars in future
core concepts of the marketing discipline and executive vice president for business. And two Asian machine-tool
that has enjoyed practical and academic marketing of Gannett Co., Inc; David W. companies have set their sights on
attention for over 75 years. The era of Johnson, president and CEO of Occidental's home market. Has
relationship marketing, with its focus on Campbell Soup Co.; Stephen H. Standard's fixed-price policy outlived its
retaining customers for life, has instilled Haeckel, director of advance marketing usefulness?
yet greater interest in the concept, development at IBM; Carl Spielvogel, Industry Setting: Machinery industry
precipitating unprecedented growth in chairman and CEO of Backer Spielvogel Subjects: HBR Case Discussions;
frequency programs designed to lock in Bates Worldwide, Inc.; and Sir Adrian Machinery; Pricing; Sales management;
customer loyalties over time. Despite Cadbury, former chairman of Cadbury Sales strategy
this rich history, many questions remain Schweppes PLC consider the CEO's Length: 12p
about the definition, measurement, and alternatives.
significance of brand loyalty. Some state Subjects: Corporate strategy; HBR 88214
that brand loyalties are declining and Case Discussions; Marketing Title: The Case of the Pricing
that in today's consumer world, management; Marketing strategy; Predicament (HBR Case Study)
multibrand usage--not brand loyalty-- Product management Author(s): Karr, Mary
appears the norm. Others feel that the Length: 6p Publication Date: 03/01/1988
concept of loyalty itself is not outmoded Product Type: Harvard Business
or outdated, but rather that new 88215 Review Article
theoretical and methodological Title: The Case of the Pricing Abstract: Scott Palmer's most important
perspectives are required that can Predicament (Commentary for HBR account, Occidental Aerospace, is
revitalize what has become a Case Study) pushing for a discount, but Standard
theoretically uninspired, overly simplistic, Author(s): Karr, Mary; Rogers, F.G. Machine Corp., Scott's company, has a
and conceptually limiting idea. This case "Buck"; Moore, Bruce; Lindgren, Richard long-standing policy of selling its
seeks to inform this latter point of view T.; Whitescarver, William products at list price--discounts are out
by encouraging students to "see" brand Publication Date: 03/01/1988 of the question. Occidental also has
loyalty from the perspective of the Product Type: Harvard Business plans for two new plants so Standard's
consumers that live it. Includes color Review Article bid may affect millions of dollars in future
exhibits. Abstract: Scott Palmer's most important business. And two Asian machine-tool
Subjects: Brands; Consumer behavior; account, Occidental Aerospace, is companies have set their sights on
Customer retention; Loyalty; Marketing pushing for a discount, but Standard Occidental's home market. Has
management Machine Corp., Scott's company, has a Standard's fixed-price policy outlived its
Length: 24p long-standing policy of selling its usefulness? May be used with: (88215)
The Case of the Pricing Predicament Subjects: NO 98603X

(Commentary for HBR Case Study). SUBJECTS(KEYWORDS) Title: The Case of the Profitless PC
Industry Setting: Machinery industry Length: 8p (HBR Case Study)
Subjects: NO Year New: 2005 Author(s): Blackburn, Andy; Halprin,
SUBJECTS(KEYWORDS) Matt; Veloria, Ruth
Length: 4p 98603 Publication Date: 11/01/1998
Year New: 2006 Title: The Case of the Profitless PC Product Type: Harvard Business
(HBR Case Study and Commentary) Review Article
98603Z Author(s): Blackburn, Andy; Halprin, Abstract: This fictitious case written by
Title: The Case of the Profitless PC Matt; Veloria, Ruth; Dubinsky, Donna; Andy Blackburn, a Boston Consulting
(Commentary for HBR Case Study) Keeley, Larry; Quesnelle, George; Ward, Group vice president based in San
Author(s): Blackburn, Andy; Halprin, Scott; Pifer, Philip; Moore, Geoff Francisco, explores the question of how
Matt; Veloria, Ruth; Moore, Geoff; Publication Date: 11/01/1998 PC companies can make money in the
Dubinsky, Donna; Keeley, Larry; Product Type: Harvard Business increasingly price-competitive consumer
Quesnelle, George; Ward, Scott; Pifer, Review Article market. The senior staff of Praxim, a
Philip Abstract: This fictitious case written by multibillion-dollar maker of desktop
Publication Date: 11/01/1998 Andy Blackburn, a Boston Consulting computers, face some tough questions:
Product Type: Harvard Business Group vice president based in San Is it possible to make money selling
Review Article Francisco, explores the question of how personal computers to consumers? And
Abstract: This fictitious case written by PC companies can make money in the if so, how? What resources need to be
Andy Blackburn, a Boston Consulting increasingly price-competitive consumer mustered? Where should they be
Group vice president based in San market. The senior staff of Praxim, a directed? After years of strong profits,
Francisco, explores the question of how multibillion-dollar maker of desktop Praxim is being dragged down by
PC companies can make money in the computers, face some tough questions: increasing competition in the consumer
increasingly price-competitive consumer Is it possible to make money selling segment of the PC market. In response,
market. The senior staff of Praxim, a personal computers to consumers? And CEO Jack Thompson has hired a new
multibillion-dollar maker of desktop if so, how? What resources need to be manager for the consumer division,
computers, face some tough questions: mustered? Where should they be Linda Marcus, luring her away from a
Is it possible to make money selling directed? After years of strong profits, leading packaged-goods company.
personal computers to consumers? And Praxim is being dragged down by Linda wants to make Praxim into a
if so, how? What resources need to be increasing competition in the consumer trusted brand by putting Praxim's people
mustered? Where should they be segment of the PC market. In response, into retail stores at peak selling times,
directed? After years of strong profits, CEO Jack Thompson has hired a new setting up an 800 number to answer
Praxim is being dragged down by manager for the consumer division, consumers' technical questions in plain
increasing competition in the consumer Linda Marcus, luring her away from a English, and bundling extensively. But
segment of the PC market. In response, leading packaged-goods company. the other members of the senior staff are
CEO Jack Thompson has hired a new Linda wants to make Praxim into a skeptical. The vice president of the
manager for the consumer division, trusted brand by putting Praxim's people commercial division argues that PCs are
Linda Marcus, luring her away from a into retail stores at peak selling times, a commodity and urges Linda to
leading packaged-goods company. setting up an 800 number to answer concentrate on cutting costs. The chief
Linda wants to make Praxim into a consumers' technical questions in plain technology officer wants Praxim to
trusted brand by putting Praxim's people English, and bundling extensively. But concentrate on developing the next killer
into retail stores at peak selling times, the other members of the senior staff are app so that it can charge consumers a
setting up an 800 number to answer skeptical. The vice president of the premium for new technology. The CFO
consumers' technical questions in plain commercial division argues that PCs are thinks Praxim should cut its losses and
English, and bundling extensively. But a commodity and urges Linda to mostly give up on the consumer
the other members of the senior staff are concentrate on cutting costs. The chief segment. Mindful that continued losses
skeptical. The vice president of the technology officer wants Praxim to in the consumer segment will pull down
commercial division argues that PCs are concentrate on developing the next killer Praxim's share price and put his top
a commodity and urges Linda to app so that it can charge consumers a executives' stock options at risk, Jack is
concentrate on cutting costs. The chief premium for new technology. The CFO at a loss. Should he try to make money
technology officer wants Praxim to thinks Praxim should cut its losses and selling PCs to consumers? Can he keep
concentrate on developing the next killer mostly give up on the consumer the doubters on his staff from defecting if
app so that it can charge consumers a segment. Mindful that continued losses he goes ahead with Linda's plan? May
premium for new technology. The CFO in the consumer segment will pull down be used with: (98603Z) The Case of the
thinks Praxim should cut its losses and Praxim's share price and put his top Profitless PC (Commentary for HBR
mostly give up on the consumer executives' stock options at risk, Jack is Case Study).
segment. Mindful that continued losses at a loss. Should he try to make money Industry Setting: Computer industry
in the consumer segment will pull down selling PCs to consumers? Can he keep Subjects: NO
Praxim's share price and put his top the doubters on his staff from defecting if SUBJECTS(KEYWORDS)
executives' stock options at risk, Jack is he goes ahead with Linda's plan? Length: 4p
at a loss. Should he try to make money Industry Setting: Computer industry Year New: 2005
selling PCs to consumers? Can he keep Subjects: Computer industry; Consumer
the doubters on his staff from defecting if behavior; Consumer marketing; HBR 89415
he goes ahead with Linda's plan? May Case Discussions; Market definition; Title: Case of the Tech Service Tangle
be used with: (98603X) The Case of the Market segmentation; Marketing strategy Author(s): Shapiro, Benson P.
Profitless PC (HBR Case Study). Length: 11p Publication Date: 07/01/1989
Industry Setting: Computer industry Product Type: Harvard Business
Review Article Product introduction; Product Product Type: HBS Press Book
Abstract: Very successful products tend management Abstract: Retail is a dynamic and often
to have sales curves that soar and then Length: 8p ruthless world that equally influences,
flatten. Yet phenomenal growth rates in and is influenced by, the consumers it
the early stages of a product life cycle 383052 exists to serve. New players constantly
create earnings records that companies Title: Casual Male: Off-Price Men's emerge to satisfy consumer demand
and divisions want to hold on to. The Apparel Retailing better; consumer demands and desires
Pigments Division of Industrial Author(s): Tedlow, Richard S. shift with new offerings; and existing
Chemicals, Inc. has captured the bulk of Publication Date: 11/03/1982 firms disappear when they can't adapt.
the inks, paints, and dyes markets with Revision Date: 06/06/1983 In Category Killers, veteran journalist
WP-88, a white pigment and color Product Type: Case (Field) Robert Spector explores the rise of
enhancer. After several years of 50% Abstract: Presents a vehicle for retail's reigning disruptor: retailers that
and 60% growth, the curve seems discussion of the off-price business in seek to dominate a distinct classification
destined for decline. What course should men's apparel retailing. Can also be of merchandise and wipe out the
the division pursue? David L. Sliney, used more generally as the first case in competition. Based on decades of
marketing vice president of Monsanto an introductory marketing course research and investigative reporting,
Chemical Co.; Joseph Alvarado, because it provides data on such basic Spector vividly recounts how "category
general manager, bar and structural retailing issues as buying, selling, and killers," from Toys R Us and Home
sales, Inland Bar and Structural Co.; advertising. Lastly, it can be used in Depot to Wal-Mart and Costco, have
Abraham B. Cohen, recently retired as a courses on small business or ingeniously rewritten the retail playbook
research director at E.I. Du Pont de entrepreneurship. and, in the process, profoundly altered
Nemours; and James A. Prestridge, Geographic Setting: Massachusetts cultural and economic factors--from
vice president of Teradyne, Inc.'s Industry Setting: Apparel industry; migration and traffic patterns to
Component Test Group, discuss the Retail industry legislation and taxation to wages and
question and explain how they would Company Size: small jobs. Spector explores the brilliant
manage the decision. Gross Revenues: $28 million sales strategies that have enabled category
Subjects: Corporate strategy; HBR Subjects: Advertising strategy; Clothing; killers to overpower department stores,
Case Discussions; Marketing strategy; Entrepreneurship; Marketing regional chains, and mom-and-pop
Product life cycle; Product management; management; Marketing strategy; stores and to reshape the concept of
Sales management Retailing shopping malls. He also identifies
Length: 7p Length: 32p emerging trends and inevitable
roadblocks that could dethrone today's
88513 powerhouses. Absorbing and insightful,
594026
Title: The Case of the Test Market Toss- Category Killers is at once a vivid
Title: Catalina Marketing Corp.
up journey down the aisles of retailing
Author(s): Bell, David E.; Salmon,
Author(s): Star, Stephen H.; Urban, history and an incisive analysis of
Walter J.; Starr, Dinny
Glen L. modern retail's most influential players.
Publication Date: 09/01/1988 Robert Spector is a seasoned business
Product Type: Harvard Business journalist, retail expert, and international
Review Article speaker on customer service and
Abstract: Catalina Marketing is a very
Abstract: The marketing committee of corporate culture. He is the author of
successful marketing service firm. Their
Paradise Foods decided against national four previous books, including The
current customers include major
rollout of Sweet Dream, the company's Nordstrom Way and Amazon.com.
supermarket retailers and consumer
new premium frozen dessert. They Industry Setting: Merchandising; Retail
products manufacturers nation-wide.
feared Sweet Dream would take away industry
Catalina provides a unique way for these
market share from LaTreat, the Subjects: Competition; Consumer
clients to distribute coupons for their
company's first, and still successful, marketing; Growth strategy; Innovation;
products via point-of-sale technology at
entry in frozen specialty desserts. Bill Pricing strategy; Retailing
the supermarket register. Catalina is
Horton, Sweet Dream's product Length: 224p
currently trying to decide where and how
manager, who had spent 18 months List Price: $27.95
to expand its operations.
evaluating the new product and strongly Geographic Setting: California
favored the launch, doubted LaTreat's Industry Setting: Retail industry R0307H
long-term market strength, believing that Number of Employees: 294 Title: Causes and Effects
the company was protecting a product Gross Revenues: $70 million revenues Author(s): Cone, Carol L.; Feldman,
that was already tiring. Four executives - Subjects: Advertising strategy; Mark A.; DaSilva, Alison T.
Jerry Della Femina, chairman and CEO Consumer marketing; Marketing Publication Date: 07/01/2003
of Della Femina, McNamee WCRS, Inc.; strategy; Retailing; Sales promotions; Product Type: Harvard Business
William H. Moult, executive vice Supermarkets Review Article
president of SAMI/Burke; John M. Length: 34p Abstract: Most companies make
Keenan, executive vice president of Supplementary Materials: Teaching charitable donations, but few approach
General Foods Worldwide; and Richard Note, (595093), 4p, by David E. Bell their contributions with an eye toward
F. Chay, director of marketing research enhancing their brands. Those that do
for NutraSweet Co. - evaluate Bill take such an approach commit talent
9608
Horton's performance and examine and know-how, not just dollars, to a
Title: Category Killers: The Retail
whether Paradise Foods should pressing but carefully chosen social
Revolution and Its Impact on Consumer
reconsider its no-launch decision. need and then tell the world about the
Culture (Hardcover)
Subjects: HBR Case Discussions; cause and their service to it. Through the
Author(s): Spector, Robert
Market share; Marketing management; association, both the business and the
cause benefit in ways they could not Abstract: Centra is a pioneer in 98A022
otherwise. Organizations such as Avon, software eLearning. It is debating how to Title: Chai-Na-Ta (Asia) Ltd.
ConAgra Foods, and Chevrolet have modify its go-to-market strategy, adding Author(s): Kennedy, John R.; Gleave,
recognized that a sustained cause- telesales to improve sales force Tom
branding program can improve their productivity. At the same time, its market Publication Date: 08/11/1999
reputations, boost their employees' is evolving, and management thinks it Product Type: Case (Field)
morale, strengthen relations with may be about to "cross the chasm" in Publisher: Richard Ivey School of
business partners, and drive sales. And Geoffrey Moore's terminology. Should it Business/UWO
the targeted causes receive far more "fish where the fish are biting" or should Abstract: Chai-Na-Ta (Asia) Ltd. is the
money than they could have from direct it concentrate on the enterprise Hong Kong-based operating arm of
corporate gifts alone. The authors customer and exclude small and mid- Canada's Chai-Na-Ta Corp., an
examine these best practices and offer size corporations? If a shakeout is integrated ginseng firm. The decision
four principles for building successful coming, how can Centra ensure that it has been made to enter the mainland
cause-branding programs. First, they either survives or is acquired by one of China market and the general manager
say, a company should select a cause the survivors? must make decisions on the entry city,
that advances its corporate goals. Geographic Setting: United States target market(s), product(s) focus,
Second, a business should commit to a Industry Setting: Software industry distribution, and pricing. Although he has
cause before picking its charitable Number of Employees: 150 significant knowledge of the Hong Kong
partners. Third, a company should put all Gross Revenues: $23 million revenues market, he is unsure of the degree to
its assets to work, especially its Subjects: Business marketing; which this can be transferred to the
employees. And fourth, a company Distribution; International marketing; mainland markets. This case pushes the
should promote its philanthropic Market definition; Marketing student to develop a marketing strategy
initiatives through every possible implementation; Sales management; in a situation in which there is imperfect
channel. May be used with: (305002) Software market information.
Timberland: Commerce and Justice. Length: 17p Geographic Setting: China; Hong Kong
Subjects: Brand management; Supplementary Materials: Teaching Industry Setting: Consumer products
Business & society; Corporate Note, (503047), 10p, by John Deighton Company Size: large
responsibility; Philanthropy; Public Subjects: Agriculture; China; Market
relations; Social enterprise; Strategic 9-504-P04 entry; Marketing strategy; Pricing
planning Title: Centra Software, Portuguese Length: 18p
Length: 7p Version Supplementary Materials: Teaching
NEW Author(s): Deighton, John Note, (898A22), 13p, by Tom Gleave
597077 Revision Date: 10/16/2002 BH036
Title: Center for Women & Enterprise: Product Type: LACC Case Title: Changing Channels: The Impact
Looking for a Director of Development Abstract: Centra is a pioneer in of the Internet on Distribution Strategy
with "The Scrappiness Factor" software eLearning. It is debating how to Author(s): Pitt, Leyland F.; Berthon,
Author(s): Kosnik, Thomas J.; Zakarian, modify its go-to-market strategy, adding Pierre R.; Berthon, Jean-Paul
Natalie telesales to improve sales force Publication Date: 03/15/1999
Publication Date: 05/23/1997 productivity. At the same time, its market Product Type: Business Horizons
Product Type: Case (Field) is evolving, and management thinks it Article
Abstract: Andrea Silbert is founder of may be about to "cross the chasm" in Publisher: Business Horizons/Indiana
the Center for Women & Enterprise, a Geoffrey Moore's terminology. Should it University
nonprofit with a mission to empower "fish where the fish are biting" or should Abstract: A new medium--the Internet
women to become economically self- it concentrate on the enterprise and World Wide Web--is changing
sufficient and prosperous through customer and exclude small and mid- distribution channels like no other force
entrepreneurship. She must select a size corporations? If a shakeout is since the Industrial Revolution. It is
new senior sales executive, decide how coming, how can Centra ensure that it modifying many of the assumptions on
to share responsibilities, and decide how either survives or is acquired by one of which channel structure is based, and in
to pick the best prospective funding the survivors? Teaching Purpose: some cases it is transforming and even
sources. Design of go-to-market strategy, how to obliterating channels themselves. As a
Geographic Setting: Boston, MA manage conflict between field sales and result, many intermediaries will die out,
Industry Setting: Entertainment telephone sales, how to manage rapid while new channels and intermediaries
industry growth markets, and competition will take their place. There are three
Number of Employees: 4 between best-of-breed collaborators and essential purposes of distribution
Gross Revenues: $1 million revenues single-source vendors. channels: to support economies of
Subjects: Entrepreneurial management; Geographic Setting: United States scope, to routinize transactions, and to
Nonprofit marketing; Sales Industry Setting: Software industry search for information essential to both
management; Women Number of Employees: 150 producer and consumer. However, the
Length: 18p Gross Revenues: $23 million revenues Internet and Web have brought about
Subjects: Business marketing; the death of distance, the
502009 Distribution; International marketing; homogenization of time, and the
Title: Centra Software Market definition; Marketing irrelevance of location. A matrix model of
Author(s): Deighton, John; Pouliquen, implementation; Sales management; these developments, arrayed versus
Laetitia Software distribution channel functions, provides a
Publication Date: 07/11/2001 Length: 17p guide to identifying which traditional
Revision Date: 10/16/2002 channels will either undergo
Product Type: Case (Field) transformation or perish and where new
channels will emerge. The matrix model with: (994020) Changing Corporate Jason
suggests how existing firms and Identity: The Case of a Regional Publication Date: 09/01/2007
entrepreneurs can perform their Hospital. Product Type: Harvard Business
distribution functions more efficiently. It Industry Setting: Hospital Review Article
enables identification of competitors administration Abstract: For customers, value has two
poised to use the media to change the Subjects: Communication strategy; components: benefits received and
rules of the marketplace. Finally, it helps Cross functional management; Design price paid. After gauging their customers'
managers brainstorm ways in which an management; Growth strategy; Hospital perceptions of value, managers can plot
existing industry can be vulnerable and a administration; Market research; Product a simple chart that reveals any
totally new one defined. positioning misalignment and use it to balance the
Subjects: Distribution; Distribution Length: 2p benefit-price equation.
channels; Distribution planning; Internet; Supplementary Materials: Teaching Subjects: NO
Marketing strategy; World Wide Web Note, (994022), 2p, by Margaret Bruce SUBJECTS(KEYWORDS)
Length: 10p Length: 4p
590045 Year New: 2007
994020 Title: Channel Management
Title: Changing Corporate Identity: The Author(s): Cespedes, Frank V. 509702
Case of a Regional Hospital Publication Date: 10/26/1989 Title: Charles Schwab & Co. "Talk to
Author(s): Bruce, Margaret Revision Date: 11/16/2006 Chuck" Advertising Campaign Ad Clips,
Publication Date: 01/01/1994 Product Type: Note Video Supplement (VHS)
Product Type: Case (Field) Abstract: Written as an introduction to a Author(s): Quelch, John A.
Publisher: Design Management module concerning channel Publication Date: 08/29/2008
Institute management for the second-year MBA Product Type: Video
Abstract: Facing competitive pressure elective in Marketing Implementation. Abstract: A series of advertising clips
from local health care suppliers and a Discusses: 1) reasons for the growth of that were prepared for television
shift in patient demand, the hospital's multichannel systems in marketing advertising to accompany the "Talk to
executive management team develops a efforts, 2) key components and choices Chuck" advertising campaign of Charles
strategic plan to reposition the hospital, in channel management, 3) major Schwab and Co. Must be used with:
including investment in new technology factors that affect producer-reseller (507005) Charles Schwab & Co., Inc.:
and upgraded facilities to attract leading- relations, and 4) a framework for The "Talk to Chuck" Advertising
edge physicians and nursing staff. As analyzing common trade-offs between Campaign. May be used with: (509701)
part of this plan, they hire design control and resources in most Charles Schwab & Co., "Talk to Chuck"
consultants to create a new corporate distribution systems. Advertising Campaign Ad Clips, Video
identity for the hospital. This case Subjects: Distribution channels; Supplement (DVD).
examines this complex project, focusing Industrial markets; Marketing Geographic Setting: United States
on the relationship between marketing organization; Marketing strategy; Sales Event Year Start: 2006
and design as they work through the management Event Year End: 2006
renaming of the hospital, the creation of Length: 10p Subjects: NO
a new identity to satisfy the various SUBJECTS(KEYWORDS)
publics served by the hospital, and 801158 Length: 4 min
implementation of a communications Title: Chapters.ca List Price: $150.00
plan. Author(s): Roberts, Michael J.; Lal, Supplementary Materials: Teaching
Geographic Setting: Columbus, IN Rajiv; Salmon, Walter J. Note, (508064), 9p, by John A. Quelch
Industry Setting: Health care industry Publication Date: 09/20/2000
Number of Employees: 1,500 Revision Date: 07/10/2001 509701
Gross Revenues: $100 million Product Type: Case (Field) Title: Charles Schwab & Co., "Talk to
revenues Abstract: Describes the challenges Chuck" Advertising Campaign Ad Clips,
Subjects: Communication strategy; facing the online site associated with Video Supplement (DVD)
Cross functional management; Design Canada's largest bricks-and-mortar Author(s): Quelch, John A.
management; Growth strategy; Hospital bookseller. Presents a variety of lenses Publication Date: 08/29/2008
administration; Market research; Product for examining the economic model of the Product Type: Video
positioning online versus traditional book-selling Abstract: A series of advertising clips
Length: 16p business, and asks students to identify that were prepared for television
Supplementary Materials: Supplement the marketing levers that can drive the advertising to accompany the "Talk to
(Field), (994021), 2p, by Margaret Bruce; business model. Chuck" advertising campaign of Charles
Teaching Note, (994022), 2p, by Geographic Setting: Canada Schwab and Co. Must be used with:
Margaret Bruce Industry Setting: Retail industry (507005) Charles Schwab & Co., Inc.:
Number of Employees: 50 The "Talk to Chuck" Advertising
994021 Gross Revenues: $2 million revenues Campaign. May be used with: (509702)
Title: Changing Corporate Identity: The Subjects: Canada; Electronic Charles Schwab & Co. "Talk to Chuck"
Case of a Regional Hospital, Epilogue commerce; Marketing management; Advertising Campaign Ad Clips, Video
Author(s): Bruce, Margaret Retailing Supplement (VHS).
Publication Date: 01/01/1994 Length: 25p Geographic Setting: United States
Product Type: Supplement (Field) Event Year Start: 2006
Publisher: Design Management F0709D Event Year End: 2006
Institute Title: Charge What Your Products Are Subjects: NO
Abstract: Follows the implementation of Worth SUBJECTS(KEYWORDS)
the corporate identity. Must be used Author(s): Bala, Venkatesh; Green, Length: 4 min
List Price: $150.00 Product Type: Case (Field) Southeast Asia

Supplementary Materials: Teaching Abstract: Involves price negotiation and Length: 22p
Note, (508064), 9p, by John A. Quelch reciprocity. A rewritten version of a case
by W.B. England and J. Landendorf. 590084
507005 Geographic Setting: Southeastern Title: Chase Manhattan Bank (A)
Title: Charles Schwab & Co., Inc.: The United States Author(s): Shapiro, Benson P.; Jarvie
"Talk to Chuck" Advertising Campaign Industry Setting: Chemical industry PA
Author(s): Quelch, John A.; Winig, Subjects: Chemicals; Negotiations; Publication Date: 03/09/1990
Laura Pricing; Purchasing; Suppliers Revision Date: 04/22/1991
Revision Date: 01/11/2008 Supplementary Materials: Teaching Abstract: Part of a case series
Product Type: Case (Field) Note, (590025), 5p, by E. Raymond concerning the Chase Manhattan Bank's
Abstract: Schwab management is Corey approach to Spain. The bank is very
evaluating the success of the recently large with a broad, complex product line.
launched "Talk to Chuck" advertising 502012 It is organized by products and market
campaign. This campaign aims to Title: Charmed Technology types. Thus, it is difficult for the Chase to
differentiate Schwab in the cluttered Author(s): Moon, Youngme develop and execute a coherent strategy
financial services marketplace. Test Publication Date: 08/31/2001 in a geographical area. The series
market results facilitate discussion of Product Type: Color Case explores the jurisdictional difficulties in
advertising objectives, message Abstract: Charmed Technology, a mobilizing the Chase's strength. This
strategy, media selection, and California start-up known primarily for its case introduces Spain and its market
performance measures. high-profile fashion shows featuring opportunities as well as the Chase.
Geographic Setting: United States "wearable" computers, has just released Geographic Setting: Spain; Global
Industry Setting: Financial services its first product. The "CharmIT" is being Industry Setting: Commercial banking
Event Year Start: 2006 billed as the world's first affordable, Company Size: large
Event Year End: 2006 wearable computer for consumers. The Gross Revenues: $97 billion assets
Subjects: NO key issue facing the company is whether Subjects: Commercial banking;
SUBJECTS(KEYWORDS) it is time to begin expending greater Customer relations; Europe;
Length: 18p marketing resources to build a customer Interdepartmental relations; International
Supplementary Materials: Teaching base for the CharmIT. The company has banking; International business; Product
Note, (508064), 9p, by John A. Quelch; no marketing team. Indeed, it doesn't lines
Video, (509701), 4 min, by John A. even have a VP of marketing or sales Length: 24p
Quelch; Video, (509702), 4 min, by John yet. However, if Charmed decides to hire Supplementary Materials: Supplement
A. Quelch; Video, (9-509-703), 11 min, a marketing team, it will have to fire a (Field), (590085), 20p, by Benson P.
by John A. Quelch; Video, (9-509-704), significant number of engineers because Shapiro, ; Supplement (Library),
11 min, by John A. Quelch of budgetary constraints. Given that the (590094), 7p, by Benson P. Shapiro,
Year New: 2007 CharmIT is still a first-generation
product, CEO Alex Lightman is unsure 590085
502020 whether this makes sense. Includes Title: Chase Manhattan Bank (B)
Title: Charles Schwab Corp.: color exhibits. Author(s): Shapiro, Benson P.; Jarvie
Introducing a New Brand Geographic Setting: California PA
Author(s): Lal, Rajiv; Kiron, David Industry Setting: Computer industry Publication Date: 03/09/1990
Publication Date: 11/26/2001 Company Size: start-up Revision Date: 04/09/1991
Product Type: Case (Field) Number of Employees: 50 Product Type: Supplement (Field)
Abstract: As the financial services Subjects: Innovation; New product Abstract: Provides market and
industry converges, how should Charles marketing; Product introduction; competitive data on the Spanish financial
Schwab, widely known as a discount Technology services market. Must be used with:
brokerage firm, position its brand? This Length: 23p (590084) Chase Manhattan Bank (A).
case presents elements of the Geographic Setting: Europe
company's overall brand strategy-- 593049 Industry Setting: Commercial banking;
including brand assets, choice of target Title: Charoen Pokphand Group Banking industry
audience, and media message. Author(s): Goldberg, Ray A.; Willis, Subjects: Commercial banking;
Geographic Setting: San Francisco, CA Vincent N. Customer relations; Europe;
Industry Setting: Financial services Publication Date: 11/30/1992 Interdepartmental relations; International
Gross Revenues: $5.8 billion revenues Revision Date: 03/06/1995 banking; International business; Product
Subjects: Advertising campaigns; Product Type: Case (Field) lines
Advertising strategy; Brand Abstract: A successful agribusiness Length: 20p
management; Communication strategy; (poultry and feed) company in Thailand Supplementary Materials: Supplement
Customer service; Financial services; plans to adopt a model for all of Asia, (Library), (590094), 7p, by Benson P.
Marketing planning; Marketing strategy especially China. Provides students with Shapiro,
Length: 27p the perspective of transfering
NEW agribusiness technology from one 590086
country to another. Title: Chase Manhattan Bank (C): The
590024 Geographic Setting: Asia Individual Bank
Title: Charlestown Chemical, Inc. Industry Setting: Poultry & egg Author(s): Shapiro, Benson P.; Jarvie
Author(s): Corey, E. Raymond production PA
Publication Date: 08/09/1989 Subjects: Agribusiness; China; Publication Date: 03/09/1990
Revision Date: 10/04/1989 Expansion; International marketing; Revision Date: 04/09/1991
Product Type: Case (Field) 590088 Shapiro,

Abstract: Part of a case series Title: Chase Manhattan Bank (E): The
concerning the Chase Manhattan Bank's Institutional Bank 590090
approach to Spain. This case describes Author(s): Shapiro, Benson P.; Jarvie Title: Chase Manhattan Bank (G):
the Individual Bank, a worldwide Chase PA International Institutional Sales
organization that markets to individual Publication Date: 03/09/1990 Author(s): Shapiro, Benson P.; Jarvie
consumers and small businesses. Product Type: Case (Field) PA
Presents the bank's products and Abstract: Part of a series concerning Publication Date: 03/09/1990
services, and its approach to Spain. Also the Chase Manhattan Bank's approach Revision Date: 03/02/1990
explores the critical issues facing the to Spain. This case deals with the Product Type: Supplement (Field)
Individual Bank management Institutional Bank, a worldwide Chase Abstract: The core issue is the number
responsible for Spain including a branch organization that markets specific of Chase salespeople representing the
expansion and the development of new products, often information and different Chase product/market
products. computer intensive, to selected market organizations that call on Spanish
Geographic Setting: Spain; Global segments such as other banks and customers. This contrasts with the desire
Industry Setting: Commercial banking insurance companies, Explains the of some customers to have an
Company Size: large Institutional Bank products and institutional relationship with their bank.
Gross Revenues: $97 billion assets opportunities in Spain. An important part Must be used with: (590088) Chase
Subjects: Commercial banking; of the case focuses on its relationships Manhattan Bank (E): The Institutional
Customer relations; Europe; with Chase's Individual and Global Bank.
Interdepartmental relations; International Banks. Geographic Setting: Europe
banking; International business; Product Geographic Setting: Spain; Global Industry Setting: Commercial banking;
lines Industry Setting: Commercial banking Banking industry
Length: 20p Company Size: large Subjects: Commercial banking;
Supplementary Materials: Supplement Gross Revenues: $97 billion assets Customer relations; Europe;
(Field), (590091), 4p, by Benson P. Subjects: Commercial banking; Interdepartmental relations; International
Shapiro, ; Supplement (Field), (590092), Customer relations; Europe; banking; International business; Product
5p, by Benson P. Shapiro, ; Supplement Interdepartmental relations; International lines
(Library), (590094), 7p, by Benson P. banking; International business; Product Length: 3p
Shapiro, lines Supplementary Materials: Supplement
Length: 16p (Library), (590094), 7p, by Benson P.
590087 Supplementary Materials: Supplement Shapiro,
Title: Chase Manhattan Bank (D): The (Field), (590090), 3p, by Benson P.
Global Bank Shapiro, ; Supplement (Library),
590091
Author(s): Shapiro, Benson P.; Jarvie (590094), 7p, by Benson P. Shapiro,
Title: Chase Manhattan Bank (H):
PA International Individual Bank
Publication Date: 03/09/1990 590089 Author(s): Shapiro, Benson P.; Jarvie
Revision Date: 04/09/1991 Title: Chase Manhattan Bank (F): PA
Product Type: Case (Field) Integration Issues Publication Date: 03/09/1990
Abstract: Part of a series concerning Author(s): Shapiro, Benson P.; Jarvie Revision Date: 05/25/1990
the Chase Manhattan Bank's approach PA Product Type: Supplement (Field)
to Spain. This case describes the Global Publication Date: 03/09/1990 Abstract: Focuses on several important
Bank, a worldwide Chase organization Product Type: Case (Field) cross-jurisdictional integration issues
that markets to larger corporations. Abstract: Part of a case series such as internal Chase competition for
Presents the Global Bank's history and concerning the Chase Manhattan Bank's distribution channels for sophisicated
position in Spain and its marketing approach to Spain. It builds upon the financial services, and internal Chase
approach there including a description of first five cases and focuses on the competition for the small to medium
products and services offered. There is issues related to integrating the three sized ("middle market") commercial
also an explanation of the pressing (Individual, Global, and Institutional) customers. Must be used with: (590086)
issues on the minds of those responsible Chase worldwide banks. The key Chase Manhattan Bank (C): The
for the Global Bank in Spain including its integration issues are Chase's overall Individual Bank.
relationships to the Individual Bank in image in Spain, the lack of a single Geographic Setting: Europe
Spain. direction in key market segments, Industry Setting: Commercial banking;
Geographic Setting: Spain; Global internal barriers to cooperation, and Banking industry
Industry Setting: Commercial banking communication across lines of business. Subjects: Commercial banking;
Company Size: large Geographic Setting: Spain; Global Customer relations; Europe;
Gross Revenues: $97 billion assets Industry Setting: Commercial banking Interdepartmental relations; International
Subjects: Commercial banking; Company Size: large banking; International business; Product
Customer relations; Europe; Gross Revenues: $97 billion assets lines
Interdepartmental relations; International Subjects: Commercial banking; Length: 4p
banking; International business; Product Customer relations; Europe; Supplementary Materials: Supplement
lines Interdepartmental relations; International (Library), (590094), 7p, by Benson P.
Length: 15p banking; International business; Product Shapiro,
Supplementary Materials: Supplement lines
(Field), (590093), 2p, by Benson P. Length: 8p
590092
Shapiro, ; Supplement (Library), Supplementary Materials: Supplement
Title: Chase Manhattan Bank (I):
(590094), 7p, by Benson P. Shapiro, (Library), (590094), 7p, by Benson P.
Luxembourg Unit Trusts
Author(s): Shapiro, Benson P.; Jarvie
PA (590086) Chase Manhattan Bank (C): large multinational paint manufacturers.

Publication Date: 03/09/1990 The Individual Bank; (590088) Chase This case describes AEIE's
Revision Date: 03/02/1990 Manhattan Bank (E): The Institutional management and the situation and
Product Type: Supplement (Field) Bank; (590091) Chase Manhattan Bank perspectives just after its conception.
Abstract: Focuses on the marketing and (H): International Individual Bank; While it appears that, thanks to AEIE,
transfer price issues in selling unit trusts (590089) Chase Manhattan Bank (F): some important strategic objectives have
(like mutual funds) into Spain. The Integration Issues; (590090) Chase already been achieved for its members,
decision maker is a London based Manhattan Bank (G): International the future seems quite uncertain. There
product development manager. Must be Institutional Sales; (590084) Chase are notable opportunities but serious
used with: (590086) Chase Manhattan Manhattan Bank (A); (590085) Chase dangers and difficulties as well on the
Bank (C): The Individual Bank. Manhattan Bank (B). horizon of the Europe of 1993. How can
Geographic Setting: Europe Geographic Setting: Europe the best action plan be determined?
Industry Setting: Commercial banking; Industry Setting: Commercial banking; Geographic Setting: Europe
Banking industry Banking industry Industry Setting: Automotive industry;
Subjects: Commercial banking; Subjects: Commercial banking; Chemical industry
Customer relations; Europe; Customer relations; Europe; Subjects: Automobile industry;
Interdepartmental relations; International Interdepartmental relations; International Chemicals; Competition; EC single
banking; International business; Product banking; International business; Product market; Europe; International marketing;
lines lines Joint ventures; Management of crises;
Length: 5p Length: 7p Marketing management
Supplementary Materials: Supplement Length: 28p
(Library), (590094), 7p, by Benson P. 584089 Supplementary Materials: Teaching
Shapiro, Title: Chemical Bank: The Pronto Note, (IES031), 11p, by Lluis G. Renart
System
590093 Author(s): Quelch, John A. 504S07
Title: Chase Manhattan Bank (J): Publication Date: 03/22/1984 Title: Chesebrough-Pond's, Inc.:
European Corporate Finance Revision Date: 11/30/1988 Vaseline Petroleum Jelly, Spanish
Author(s): Shapiro, Benson P.; Jarvie Product Type: Case (Field) Version
PA Abstract: Two Chemical Bank vice Author(s): Quelch, John A.
Publication Date: 03/09/1990 presidents are reviewing the marketing Publication Date: 05/01/1981
Revision Date: 03/02/1990 of the Pronto Home Banking System. Revision Date: 12/01/1992
Product Type: Supplement (Field) One is responsible for licensing use of Product Type: LACC Case
Abstract: Deals with the conflicting pulls the Pronto software to other U.S. banks. Abstract: The product manager for
on a European corporate finance The second is responsible for Vaseline Petroleum Jelly has to prepare
executive in trying to fill the needs of his formulating and executing the the 1978 brand budget and determine
many internal and external commercial introduction of the Pronto expenditure levels for advertising, trade
constituencies. Must be used with: System in New York City. promotion, and consumer promotion.
(590087) Chase Manhattan Bank (D): Geographic Setting: United States Geographic Setting: United States
The Global Bank. Industry Setting: Banking industry Industry Setting: Personal care
Geographic Setting: Europe Company Size: large products
Industry Setting: Commercial banking; Gross Revenues: $50 billion assets Gross Revenues: $700 million
Banking industry Subjects: Advertising; Computer revenues
Subjects: Commercial banking; systems; Consumer marketing; Financial Subjects: Advertising; Communication
Customer relations; Europe; services; Marketing planning; New strategy; Consumer goods; Consumer
Interdepartmental relations; International product marketing; Product planning & marketing; Marketing planning;
banking; International business; Product policy Marketing strategy; Product
lines Length: 19p management; Sales promotions
Length: 2p Supplementary Materials: Teaching Length: 22p
Supplementary Materials: Supplement Note, (585098), 15p, by John A. Quelch
(Library), (590094), 7p, by Benson P. 581047
Shapiro, IES030 Title: Chesebrough-Pond's, Inc.:
Title: Chemical Labour Grouping, Vaseline Petroleum Jelly
590094 European Economic Interest Grouping Author(s): Quelch, John A.; Merliss,
Title: Chase Manhattan Bank (K): List (CLG, EEIG) Penny Pittman
of Characters Author(s): Renart, Lluis G.; Pares, Publication Date: 05/01/1981
Author(s): Shapiro, Benson P.; Jarvie Francisco Revision Date: 12/01/1992
PA Publication Date: 01/01/1990 Product Type: Case (Field)
Publication Date: 03/09/1990 Revision Date: 04/01/1994 Abstract: The product manager for
Revision Date: 09/14/1990 Product Type: Case (Field) Vaseline Petroleum Jelly has to prepare
Product Type: Supplement (Library) Publisher: IESE Business School the 1978 brand budget and determine
Abstract: Provides a list of the case Abstract: On March 13, 1990, the first expenditure levels for advertising, trade
characters and their reporting Chemical Labour Grouping [Agrupacion promotion, and consumer promotion.
relationships. Must be used with: Europea de Interes Economico (AEIE)] Geographic Setting: United States
(590092) Chase Manhattan Bank (I): was established in Spain. It was formed Industry Setting: Personal care
Luxembourg Unit Trusts; (590093) by four paint manufacturers: Spanish, products
Chase Manhattan Bank (J): European French, German, and British. Its Gross Revenues: $700 million
Corporate Finance; (590087) Chase principal target market were automobile revenues
Manhattan Bank (D): The Global Bank; manufacturers and it competed with Subjects: Advertising; Communication
strategy; Consumer goods; Consumer Penny Pittman 589093

marketing; Marketing planning; Publication Date: 07/01/1981 Title: Chloride Lighting: Strategies for
Marketing strategy; Product Revision Date: 10/28/1992 Emergency Lighting in Europe
management; Sales promotions Product Type: Case (Field) Author(s): Buzzell, Robert D.; Hiller,
Length: 22p Abstract: The company is considering Tammy Bunn
Supplementary Materials: Teaching whether or not to introduce a branded Publication Date: 03/02/1989
Note, (583016), 24p, by John A. Quelch line of men's athletic socks. Considers a Product Type: Case (Field)
preliminary marketing program, including Abstract: Chloride Lighting, a strategic
591005 supermarket and drug store distribution. business unit of Chloride Group PLC,
Title: Chevron Corp.: Corporate Image Geographic Setting: United States manufactured and marketed emergency
Advertising Industry Setting: Hosiery lighting fixtures in the United States and
Author(s): Quelch, John A. Gross Revenues: $20 million revenues United Kingdom. In late 1988 they were
Publication Date: 03/21/1991 Subjects: Brands; Clothing; exploring possible approaches to
Revision Date: 06/04/1993 Communication strategy; Distribution marketing in the EEC in light of the
Product Type: Case (Field) planning; Marketing planning; New market integration process that was
Abstract: Describes a series of product marketing; Product planning & scheduled to be completed in 1992.
advertising research studies conducted policy Geographic Setting: Europe; United
by Chevron to monitor the effectiveness Length: 14p States
of its corporate advertising. Specific Supplementary Materials: Teaching Industry Setting: Lighting & lamp
research approaches covered include Note, (583013), 15p, by John A. Quelch; Company Size: mid-size
the McCollum-Spielman and Case Video, (882548), 10 min, by John Gross Revenues: $100 MN (division)
Communications Techniques. The Vals A. Quelch Subjects: EC single market;
Typology developed by Stanford International marketing; Marketing
Research Institute is used in specifying 882548 strategy
target markets. Title: Chipman-Union, Inc.: Odor-Eaters Length: 27p
Geographic Setting: United States Socks (Hagen Interview), Video
Industry Setting: Petroleum industry Author(s): Quelch, John A. 9-508-052
Company Size: Fortune 500 Publication Date: 06/01/1982 Title: Chocolates El Rey
Gross Revenues: $32 billion revenues Product Type: Case Video Author(s): Deshpande, Rohit; Herrero,
Subjects: Advertising; Market research; Abstract: The vice president for sales Gustavo; Cuellar, Regina Garcia
Petroleum; Polls & surveys describes the decisions made in Publication Date: 01/04/2008
Length: 17p response to problems in the case, in Revision Date: 03/07/2008
Supplementary Materials: Teaching which the company is considering the Product Type: Case (Compilation)
Note, (591141), 5p, by John A. Quelch, introduction of a branded line of men's Abstract: In late November 2006, Jorge
Elisa M. Palter athletic socks. Must be used with: Redmond, CEO of Chocolates El Rey,
(581073) Chipman-Union, Inc.: Odor- called a meeting with senior
582053 Eaters Socks. management to discuss the company's
Title: Child World, Inc. Industry Setting: Apparel industry growth strategy. A relatively small firm
Author(s): Takeuchi, Hirotaka; Merliss, Subjects: Clothing; Communication with sales of around $14 million, El Rey
Penny Pittman strategy; Distribution planning; Marketing produced top quality chocolate made
Publication Date: 11/12/1981 planning; New product marketing; with single origin Venezuelan cocoa
Revision Date: 07/01/1986 Product planning & policy beans. The firm sold its chocolates in
Product Type: Case (Field) Length: 10 min four different segments--food services,
Abstract: Child World, a chain of toy List Price: $150.00 industry, retail and beverages--and
supermarkets, was acquired by Cole exported 17% of its production, mostly to
National, a chain of specialty stores, in 566005 the United States, Europe, and Japan. El
early 1981. John Chase was appointed Title: Chipmunk Peanut Butter (A) Rey needed to grow, but Redmond
president of Child World, which faces a Author(s): Sultan, Ralph G.M. wondered how to achieve growth and
myriad of problems. He needs to identify Publication Date: 04/01/1966 how to market the "El Rey" brand to its
which problems to tackle first (most likely Revision Date: 06/01/1972 different target segments and
stockout problems and pricing strategy) Product Type: Case (Field) international markets. With only 0.5% of
and, at the same time, develop an Abstract: Describes a meeting of the the cocoa's world production, was it
overall marketing strategy for the marketing committee to consider a worth the effort to try and establish a
company. proposal for a new package in view of country-of-origin image for Venezuelan
Geographic Setting: Boston, MA the competitive situation. Also describes chocolate? If so, how could El Rey go
Industry Setting: Toy industry; Retail test marketing and the use of the PERT about it?
industry system to determine a production Industry Setting: Chocolate industry
Gross Revenues: $179 million schedule. Event Year Start: 2006
revenues Geographic Setting: United States Event Year End: 2006
Subjects: Acquisitions; Corporate Industry Setting: Food industry Subjects: NO
strategy; Information systems; Inventory Event Year Start: 1966 SUBJECTS(KEYWORDS)
management; Retailing; Toy industry Event Year End: 1966 Length: 20p
Length: 29p Subjects: Advertising; Food; Information Year New: 2008
systems; Market research; Operations
581073 research; Packaging; Test markets 7854BC
Title: Chipman-Union, Inc.: Odor-Eaters Length: 34p Title: Choice: UBU (You Be You)--How
Socks Choice Operates in Consumer and
Author(s): Quelch, John A.; Merliss, Political Marketplaces
Author(s): Quelch, John A.; Jocz, "lean green" approach to the more NEW
Katherine aggressive and visible "extreme green"
Publication Date: 12/28/2007 approach--with "defensive green" and 9-507-P03
Product Type: HBS Press Chapter "shaded green" in between. Title: Cipla, Portuguese Version
Abstract: Choice is an integral part of Subjects: Environmental protection; Author(s): Deshpande, Rohit; Winig,
life--linking with desire, identity, power, Ethics; Marketing implementation; Laura
and rationality. It also comes with Marketing management; Marketing Publication Date: 06/23/2003
burdens, sometimes becoming too much strategy; Public policy Revision Date: 05/10/2006
of a good thing for both consumers and Length: 8p Product Type: LACC Case
marketers. The dynamism of market Year New: 2004 Abstract: The head of Cipla, a $325-
economies has worked so well that million-dollar Indian pharmaceutical
consumers must choose among a 595074 company and seller of low-cost AIDS
relentlessly expanding number of Title: Choreographing a Case Class drugs to South Africa, must decide what
options. In contrast, the political Author(s): Rangan, V. Kasturi to do about Cipla's future. With India
marketplace offers a relatively limited Publication Date: 01/31/1995 poised to enforce international patents in
range of options, and citizens may or Revision Date: 04/19/1996 only two years, much of Cipla's product
may not obtain outcomes that accord Product Type: Note line could become unsaleable (given that
with their preferences. Nevertheless, Abstract: Compares four different it is based on product patents protected
choice is essential to representative approaches to case teaching: lecturing, in industrialized countries). Describes
democracies. theorizing, illustrating, and Cipla's role in forcing global
Subjects: NO choreographing a case. Argues the pharmaceutical companies to lower their
SUBJECTS(KEYWORDS) advantages of the "choreography" prices for AIDS drugs.
Length: 26p method from the point of view of Geographic Setting: India
List Price: $6.95 students' learning. Concludes with a Industry Setting: Pharmaceutical
description of that method and some tips industry
SMR157 on how to use it. Gross Revenues: $325 million
Title: Choosing the Right Green Subjects: Case method; Teaching revenues
Marketing Strategy methods Event Year Start: 2003
Author(s): Ginsberg, Jill Meredith; Length: 6p Event Year End: 2003
Bloom, Paul N. Subjects: NO
Publication Date: 10/01/2004 503085 SUBJECTS(KEYWORDS)
Product Type: SMR Article Title: Cipla Length: 22p
Abstract: Green marketing has not lived Author(s): Deshpande, Rohit; Winig,
up to the hopes and dreams of many Laura 304052
managers and activists. Although public Publication Date: 06/23/2003 Title: Circle Gastroenterology Products
opinion polls consistently show that Revision Date: 05/10/2006 (A)
consumers would prefer to choose a Product Type: Case (Field) Author(s): Herzlinger, Regina E.;
green product over one that is less Abstract: The head of Cipla, a $325- Weber, James B.
friendly to the environment when all million-dollar Indian pharmaceutical Publication Date: 11/05/2003
other things are equal, those "other company and seller of low-cost AIDS Revision Date: 09/15/2008
things" are rarely equal in the minds of drugs to South Africa, must decide what Product Type: Case (Field)
consumers. For example, when to do about Cipla's future. With India Abstract: A new, minimally invasive
consumers are forced to make trade-offs poised to enforce international patents in medical device has achieved only one-
between product attributes or helping the only two years, much of Cipla's product third of its budget. Was the problem one
environment, the environment almost line could become unsaleable (given that of marketing strategy, sales,
never wins. And hopes for green it is based on product patents protected reimbursement, and/or clinical trials?
products also have been hurt by the in industrialized countries). Describes Geographic Setting: United States
perception that such products are of Cipla's role in forcing global Industry Setting: Medical equipment &
lower quality or don't really deliver on pharmaceutical companies to lower their device industry
their environmental promises. And, yet, prices for AIDS drugs. Number of Employees: 700
the news isn't all bad, as the growing Geographic Setting: India Gross Revenues: $80 million revenues
number of people willing to pay a Industry Setting: Pharmaceutical Event Year End: 2003
premium for green products--from industry Subjects: Global Research Group;
organic foods to energy-efficient Gross Revenues: $325 million Health care; Health insurance; Marketing
appliances--attests. How, then, should revenues strategy; Medical supplies; Product
companies handle these issues? They Event Year Start: 2003 development; Product introduction;
must always keep in mind that Event Year End: 2003 Regulation
consumers are unlikely to compromise Subjects: Corporate responsibility; Length: 20p
on traditional product attributes, such as Ethics; India; Patents; Pharmaceuticals Supplementary Materials: Supplement
convenience, availability, price, quality, industry; Pricing; Product lines (Field), (304053), 2p, by Regina E.
and performance. It's even more Length: 21p Herzlinger, James B. Weber
important to realize, however, that there Supplementary Materials: Teaching Year New: 2004
is no single green marketing strategy Note, (307021), 14p, by Rohit
that is right for every company. The Deshpande, Aldo Sesia Jr.; Case Video, 304053
authors suggest that companies should (507705), 7 min, by Rohit Deshpande; Title: Circle Gastroenterology Products
follow one of four strategies, depending Case Video, (507706), 7 min, by Rohit (B)
on market and competitive conditions, Deshpande; Case Video, Streaming, (1- Author(s): Herzlinger, Regina E.;
from the relatively passive and silent 278-9), 7 min, by Rohit Deshpande Weber, James B.
Publication Date: 11/05/2003 Region, India--1993, Video a comprehensive launch plan.

Revision Date: 01/02/2008 Author(s): Rangan, V. Kasturi Geographic Setting: Singapore
Product Type: Supplement (Field) Publication Date: 06/01/1995 Industry Setting: Banking industry
Abstract: Supplements the (A) case. Product Type: Case Video Gross Revenues: $200 million
Must be used with: (304052) Circle Abstract: Presents the launch revenues
Gastroenterology Products (A). advertisments in four Asia Pacific Subjects: Asia; Consumer credit;
Industry Setting: Health care industry; countries. Must be used with: (595026) International marketing; Marketing
Health insurance; Medical supplies Citibank: Launching the Credit Card in strategy; Pricing; Product introduction;
Subjects: Global Research Group; Asia Pacific (A); (595027) Citibank: Product positioning; Service
Health care; Health insurance; Marketing Launching the Credit Card in Asia management
strategy; Medical supplies; Product Pacific (B). Length: 25p
development; Product introduction; Geographic Setting: Asia Supplementary Materials: Supplement
Regulation Subjects: Asia; Consumer credit; (Field), (595027), 4p, by V. Kasturi
Length: 2p International marketing; Marketing Rangan; Teaching Note, (595104), 14p,
Year New: 2004 strategy; Pricing; Product introduction; by V. Kasturi Rangan, Marie Bell; Case
Product positioning; Service Video, (595523), 8 min, by V. Kasturi
505006 management Rangan; Case Video, DVD, (595522), 8
Title: Cisco Systems: Managing the Length: 8 min min, by V. Kasturi Rangan
Go-to-Market Evolution List Price: $150.00 BESTSELLER
Author(s): Rangan, V. Kasturi
Publication Date: 03/24/2005 503S47 9-508-S05
Revision Date: 05/18/2006 Title: Citibank: Launching the Credit Title: Citibank: Launching the Credit
Product Type: Case (Field) Card in Asia Pacific (A), Spanish Version Card in Asia Pacific (B), Spanish Version
Abstract: With the collapse of the dot- Author(s): Rangan, V. Kasturi Author(s): Rangan, V. Kasturi
com market and related shrinkage in the Publication Date: 09/12/1994 Publication Date: 09/12/1994
high-tech industry, Cisco took a dip in its Revision Date: 10/02/2002 Revision Date: 03/21/1995
sales and profits in 2001. Coming back Product Type: LACC Case Product Type: LACC Supplement
from the recession, Cisco had to Abstract: Consumer Bank pondered the Abstract: Documents the decision taken
manage and evolve its go-to-market possibilities of launching a credit card in by Citibank managers in 1989 regarding
strategy and design in keeping with its the Asia Pacific region. The bank's New a new product.
new business strategy. Describes those York headquarters, and several of its Geographic Setting: Asia
changes and poses new channel country managers in the region, were Subjects: NO
management challenges in light of not enthusiastic. But others were SUBJECTS(KEYWORDS)
Cisco's entry into new markets and supportive because of the opportunity to Length: 4p
technologies. expand the bank's customer base from Year New: 2007
Geographic Setting: United States the limited branch expansion allowed by
Gross Revenues: $18 billion revenues local law. Students will make a decision, 595027
Event Year Start: 2004 and if a "go" decision is made, they will Title: Citibank: Launching the Credit
Event Year End: 2004 work out a comprehensive launch plan. Card in Asia Pacific (B)
Subjects: Distribution channels; Market Geographic Setting: Singapore Author(s): Rangan, V. Kasturi
entry; Marketing strategy Industry Setting: Banking industry Publication Date: 09/12/1994
Length: 20p Gross Revenues: $200 million Revision Date: 03/21/1995
Supplementary Materials: Teaching revenues Product Type: Supplement (Field)
Note, (506065), 14p, by V. Kasturi Subjects: Asia; Consumer credit; Abstract: Documents the decision taken
Rangan International marketing; Marketing by Citibank managers in 1989 regarding
Year New: 2005 strategy; Pricing; Product introduction; a new product. Must be used with:
Product positioning; Service (595026) Citibank: Launching the Credit
595522 management Card in Asia Pacific (A).
Title: Citibank Credit Card: Length: 28p Geographic Setting: Asia
Commercials from the Asian-Pacific Subjects: Asia; Consumer credit;
Region, India--1993, Video (DVD) 595026 International marketing; Marketing
Author(s): Rangan, V. Kasturi Title: Citibank: Launching the Credit strategy; Pricing; Product introduction;
Publication Date: 06/01/1995 Card in Asia Pacific (A) Product positioning; Service
Product Type: Case Video, DVD Author(s): Rangan, V. Kasturi management
Abstract: Presents the launch Publication Date: 09/12/1994 Length: 4p
advertisements in four Asia Pacific Revision Date: 10/02/2002 Supplementary Materials: Case Video,
countries. Must be used with: (595026) Product Type: Case (Field) (595523), 8 min, by V. Kasturi Rangan
Citibank: Launching the Credit Card in Abstract: Consumer Bank pondered the
Asia Pacific (A). possibilities of launching a credit card in 584016
Geographic Setting: Asia the Asia Pacific region. The bank's New Title: Citibank: Marketing to
Subjects: NO York headquarters, and several of its Multinational Customers
SUBJECTS(KEYWORDS) country managers in the region, were Author(s): Buzzell, Robert D.
Length: 8 min not enthusiastic. But others were Publication Date: 05/24/1984
Year New: 2005 supportive because of the opportunity to Revision Date: 01/11/1985
expand the bank's customer base from Product Type: Case (Field)
595523 the limited branch expansion allowed by Abstract: Describes Citibank's
Title: Citibank Credit Card: local law. Students make a decision, and organization structure and performance
Commercials from the Asian-Pacific if a "go" decision is made, they work out measurement systems for managing
global account relationships. Major compliance with ordinances related to and designs an advertising field test.
organization changes were made in litter control, stray animals, high weeds, Students must evaluate the test design
1974 and 1980. In 1984, some junk autos, and control of mosquitoes and address the more fundamental
executives are concerned about and rats. Possible approaches include question of the Skin Machine's viability.
inadequate attention being given to higher fines for violations, more frequent Based on an earlier case by W.J.
multinational corporate accounts. inspections, or communications Salmon.
Industry Setting: Commercial banking; campaign emphasizing voluntary Geographic Setting: United States
Banking industry compliance. Exhibits (8p) include, for Industry Setting: Appliance industry
Subjects: Commercial banking; each of 33 "neighborhoods," Company Size: mid-size
Industrial markets; International banking; demographic data, violations by Gross Revenues: $50 million sales
International marketing; Marketing category, and citizen perceptions of Subjects: Consumer goods; Consumer
organization; Multinational corporations; problem areas. marketing; Marketing strategy;
Strategic market planning Geographic Setting: Dallas, TX Organizational behavior; Product
Length: 30p Industry Setting: Government & development; Product management;
Supplementary Materials: Teaching regulatory Product positioning
Note, (587173), 13p, by Robert D. Subjects: Communication strategy; Length: 27p
Buzzell Consumer behavior; Local government; Supplementary Materials: Supplement
Market research; Market segmentation; (Field), (584088), 1p, by John A. Quelch;
9-508-010 Marketing strategy Teaching Note, (586090), 16p, by John
Title: Citigroup: Re-Branding in 2007 Length: 22p A. Quelch, Cynthia A. Bates
(A) Supplementary Materials: Teaching
Author(s): Deshpande, Rohit; Knoop, Note, (586002), 13p, by Christopher H. 584088
Carin-Isabel Lovelock Title: Clairol Appliance Division: The
Publication Date: 02/28/2008 Skin Machine (B)
Product Type: Case (Field) 500055 Author(s): Quelch, John A.
Abstract: With its history of growth Title: Claiborne Asks Web Surfers to Publication Date: 03/08/1984
through acquisition, Citigroup has a Name New Line Product Type: Supplement (Field)
conglomeration of sub-brands that need Author(s): Fournier, Susan; Wojnicki, Abstract: The results of the advertising
to be integrated and rationalized. Ajay Andrea field test developed in the (A) case are
Banga, CEO of Citi's Global Consumer Publication Date: 01/25/2000 presented. The Skin Machine product
Group International, chairs a task force Product Type: Case (Field) manager must interpret these results to
to work through the process of re- Abstract: Presents results of an the marketing director. Based on an
branding the entire Citi house of brands Internet-voting promotion used to guide earlier case by W.J. Salmon. Must be
while maintaining a focus on being selection of a brand name for a new used with: (584087) Clairol Appliance
focused on customers. The case clothing firm extension. May be used Division: The Skin Machine (A).
describes the history of branding and re- with: (500054) Selecting a New Name Industry Setting: Consumer products
branding at Citigroup at a time of for Security Capital Pacific Trust; Subjects: Consumer goods; Consumer
increasing global competition in financial (501007) Renaming Computer Power marketing; Marketing strategy;
services. Group; (502034) Naming the Edsel Organizational behavior; Product
Event Year Start: 2006 (Condensed); (DMI001) Creating a development; Product management;
Event Year End: 2006 Corporate Identity for a $20 Billion Start- Product positioning
Subjects: NO up: Lucent Technologies; (500066) Length: 1p
SUBJECTS(KEYWORDS) Naming the Edsel. Supplementary Materials: Teaching
Length: 25p Geographic Setting: New York, NY Note, (586090), 16p, by John A. Quelch,
Year New: 2008 Industry Setting: Fashion industry Cynthia A. Bates
Subjects: Brand equity; Brands;
9-508-011 Clothing; Marketing management; 579112
Title: Citigroup: Re-Branding in 2007 Product introduction Title: Clairol Skin Machine (C)
(B) Length: 5p Author(s): Salmon, Walter J.; Palesy,
Author(s): Deshpande, Rohit; Knoop, Supplementary Materials: Teaching Steven R.
Carin-Isabel Note, (502029), 29p, by Susan Fournier, Publication Date: 12/01/1978
Publication Date: 03/03/2008 Laura Winig, Andrea Wojnicki, Eric A. Revision Date: 12/17/1985
Product Type: Supplement (Field) Yorkston; Teaching Note, (502064), 29p, Product Type: Case (Field)
Abstract: An abstract is not available for by Susan Fournier, Laura Winig, Andrea Abstract: Focuses on adjusting the
this product. Wojnicki, Eric A. Yorkston "Skin Machine" product line to counter
Subjects: NO product imitations launched by much
SUBJECTS(KEYWORDS) 584087 larger organizations.
Length: 10p Title: Clairol Appliance Division: The Geographic Setting: United States
Year New: 2008 Skin Machine (A) Industry Setting: Personal care
Author(s): Quelch, John A. products
578177 Publication Date: 03/08/1984 Company Size: large
Title: City of Dallas Revision Date: 12/20/1985 Gross Revenues: $2 billion sales
Author(s): Lovelock, Christopher H. Product Type: Case (Field) Subjects: Competition; Consumer
Publication Date: 04/01/1978 Abstract: The product manager on the behavior; Consumer goods; Market
Revision Date: 01/01/1983 recently introduced Clairol Skin Machine research; New product marketing;
Product Type: Case (Library) is evaluating its mediocre sales Product lines; Product management
Abstract: The city manager of Dallas performance. He concludes that the Length: 36p
wonders how to improve citizen advertising program may be deficient Supplementary Materials: Teaching
Note, (586091), 18p, by John A. Quelch, strategies in three different competitive Japan; Market research; Pricing
Cynthia A. Bates environments. Designed to illustrate the strategy; Product lines; Product planning
ability of managers to ask "what if" & policy; South America; Tradeoff
575043 questions about competitive response analysis
Title: Clairol, Inc.: Appliance Division and alternative product line strategies. Length: 36p
Author(s): Shapiro, Benson P.; Davis, May be used with: (581091) Clark
N.J. Material Handling Group-Overseas: R0504Z
Publication Date: 10/10/1974 Brazilian Product Strategy (A); (584055) Title: Class--or Mass? (Commentary for
Revision Date: 06/12/1981 Clark Material Handling Group- HBR Case Study)
Product Type: Case (Field) Overseas: Brazilian Product Strategy Author(s): Kesner, Idalene F.; Walters,
Abstract: The Clairol Appliance Division (D). Rockney; Schulman, Dan; Jain, Dipak
attempted to motivate distributor Geographic Setting: Michigan C.; de la Renta, Oscar; Bolen, Alexander
salespeople, the division's primary link Industry Setting: Machinery industry L.; Nagle, Thomas T.
with many retail outlets. The problem Company Size: large Publication Date: 04/01/2005
was that distributor salespeople were far Subjects: International marketing; Product Type: Harvard Business
removed from Clairol headquarters-- Market research; Product lines; Product Review Article
Clairol's small sales management staff planning & policy; Simulation; South Abstract: Jim Hargrove, the marketing
supervised representatives who sold America; Tradeoff analysis director of $820 million Neptune
products to distributors whose Length: 22p Gourmet Seafood, is having a bad week.
salespeople in turn sold them to Supplementary Materials: Supplement Neptune is the most upmarket player in
retailers. Failure to get distributor (Pub Mat), (582125), 10p, by Darrel G. the $20 billion industry, and the company
salespeople to push Clairol products and Clarke is doing everything it can to preserve its
service Clairol shelves in retail outlets premium image among customers. But
had recently resulted in severe retail 582125 Neptune's recent investment in state-of-
stockouts and haphazard displays of Title: Clark Material Handling Group- the-art freezer trawlers, along with new
some Clairol products. Overseas: Brazilian Product Strategy fishing regulations, is resulting in catches
Geographic Setting: United States (C), Computer Addendum that are bigger than ever. Though
Industry Setting: Appliance industry; Author(s): Clarke, Darrel G. demand is at an all-time high, the
Personal care products Publication Date: 03/17/1982 company is saddled with excess
Gross Revenues: $35 million division Revision Date: 07/30/1984 inventory--and there's no relief in sight.
sales Product Type: Supplement (Pub Mat) Neptune's sales head, Rita Sanchez,
Subjects: Appliances; Distribution Abstract: Computer Addendum to the has come up with two strategies that
channels; Merchandising; Personal (A) and (B) cases. Must be used with: Hargrove feels would destroy the
selling; Sales management (581150) Clark Material Handling Group- company's premium image: cut prices
Length: 20p Overseas: Brazilian Product Strategy or launch a new mass-market brand. Not
(B); (581091) Clark Material Handling many executives in the company are in
590081 Group-Overseas: Brazilian Product favor of cutting prices, but it's clear that
Title: Clark Material Handling Group- Strategy (A). Sanchez is gaining ground in her bid to
Overseas: Brazilian Product Strategy Geographic Setting: South America launch a low-priced brand. Reputation
(A&B) (Condensed) Subjects: International marketing; worries aside, Hargrove fears that an
Author(s): Dolan, Robert J. Market research; Product lines; Product inexpensive brand would cannibalize the
Publication Date: 04/24/1990 planning & policy; Simulation; South company's premium line and antagonize
Product Type: Case (Field) America; Tradeoff analysis the powerful association of seafood
Abstract: Assumes some knowledge of Length: 10p processors. How can he get others to
conjoint analysis. Permits analysis of see the danger, too? May be used with:
basic results and dynamic market 584055 (R0504X) Class--or Mass? (HBR Case
simulations in one class session. Title: Clark Material Handling Group- Study).
Geographic Setting: Brazil Overseas: Brazilian Product Strategy Industry Setting: Food industry
Industry Setting: Machinery industry (D) Subjects: Brand management; Food;
Company Size: Fortune 500 Author(s): Clarke, Darrel G. HBR Case Discussions; Inventory
Gross Revenues: $600 million Publication Date: 10/28/1983 management; Marketing strategy; Risk
revenues Revision Date: 07/30/1984 Length: 4p
Subjects: Market research; Pricing Product Type: Case (Library) Year New: 2005
strategy; Product lines; Product planning Abstract: Expands on Clark Material
& policy; South America; Tradeoff Handling Group-Overseas: Brazilian R0504A
analysis Product Strategy (A) and (B). Company Title: Class--or Mass? (HBR Case Study
Length: 21p considers entry into the Japanese and Commentary)
market. May be used with: (581091) Author(s): Kesner, Idalene F.; Walters,
581150 Clark Material Handling Group- Rockney; Schulman, Dan; Jain, Dipak
Title: Clark Material Handling Group- Overseas: Brazilian Product Strategy C.; de la Renta, Oscar; Bolen, Alexander
Overseas: Brazilian Product Strategy (A); (581150) Clark Material Handling L.; Nagle, Thomas T.
(B) Group-Overseas: Brazilian Product Publication Date: 04/01/2005
Author(s): Clarke, Darrel G. Strategy (B). Product Type: Harvard Business
Publication Date: 06/01/1981 Geographic Setting: Brazil Review Article
Revision Date: 11/07/1984 Industry Setting: Industrial goods, Abstract: Jim Hargrove, the marketing
Product Type: Case (Field) machinery & equipment industries director of $820 million Neptune
Abstract: Provides market simulations Company Size: large Gourmet Seafood, is having a bad week.
of five different company product line Subjects: International marketing; Neptune is the most upmarket player in
the $20 billion industry, and the premium line and antagonize the Revision Date: 10/20/2008
company is doing everything it can to powerful association of seafood Product Type: Case (Field)
preserve its premium image among processors. How can he get others to Abstract: Club Atletico Boca Juniors is
customers. But Neptune's recent see the danger, too? May be used with: the most popular soccer club in
investment in state-of-the-art freezer (R0504Z) Class--or Mass? (Commentary Argentina and one of the most decorated
trawlers, along with new fishing for HBR Case Study). clubs in the world. Throughout its storied
regulations, is resulting in catches that Industry Setting: Food industry history, the club has recruited and
are bigger than ever. Though demand is Subjects: Brand management; Food; developed dozens of star players. In his
at an all-time high, the company is HBR Case Discussions; Inventory eleven years at Boca Juniors, president
saddled with excess inventory--and management; Marketing strategy; Risk Mauricio Macri has significantly
there's no relief in sight. Neptune's sales Length: 6p increased the club's net worth and
head, Rita Sanchez, has come up with Year New: 2005 annual revenues. However, he faces a
two strategies that Hargrove feels would constant challenge to remain competitive
destroy the company's premium image: E232 on and off the field. In November 2006,
cut prices or launch a new mass-market Title: Clearion Software Macri is approached by Spanish and
brand. Not many executives in the Author(s): Leslie, Mark; Lattin, James; Italian soccer powerhouses, seeking to
company are in favor of cutting prices, Harkey, Mike purchase the players Fernando Gago
but it's clear that Sanchez is gaining Publication Date: 08/08/2006 and Rodrigo Palacio. Should Macri enter
ground in her bid to launch a low-priced Product Type: Case (Field) negotiations with the clubs interested in
brand. Reputation worries aside, Publisher: Stanford University buying the star players? If so, how
Hargrove fears that an inexpensive Abstract: Mark Jacoby, VP of the should they approach the talks? Allows
brand would cannibalize the company's Americas sales organization at Clearion, for an in-depth examination of Boca
premium line and antagonize the a fictional software firm, has missed his Junior's business model, and how it
powerful association of seafood quota for the first time in his career at differs from that of the richer soccer
processors. How can he get others to the company. He needs to reevaluate clubs in Western Europe. Also enables
see the danger, too? his strategies for setting quotas, an assessment of successful talent and
Geographic Setting: East Coast allocating headcount, and assigning brand management strategies in the
Industry Setting: Seafood industry territories. Describes the changes he context of a sports franchise with a
Subjects: Brand management; Food; makes and asks students to consider worldwide reach.
HBR Case Discussions; Inventory making improvements on them. Geographic Setting: Argentina
management; Marketing strategy; Risk Geographic Setting: Latin America; Industry Setting: Arts, entertainment &
Length: 10p United States sports; Soccer
Year New: 2005 Industry Setting: Software industry Number of Employees: 1000
Subjects: NO Gross Revenues: $200 Million
R0504X SUBJECTS(KEYWORDS) Subjects: NO
Title: Class--or Mass? (HBR Case Length: 17p SUBJECTS(KEYWORDS)
Study) Supplementary Materials: Teaching Length: 22p
Author(s): Kesner, Idalene F.; Walters, Note, (E232TN), 9p, by Mark Leslie, Year New: 2008
Rockney James Lattin, Mike Harkey
Publication Date: 04/01/2005 Year New: 2006 503S65
Product Type: Harvard Business Title: Club Mediterranee, Spanish
Review Article 589015 Version
Abstract: Jim Hargrove, the marketing Title: Close Encounters of the Four Author(s): Ward, Scott
director of $820 million Neptune Kinds: Managing Customers in a Publication Date: 10/01/1978
Gourmet Seafood, is having a bad week. Rapidly Changing Environment Revision Date: 12/01/1980
Neptune is the most upmarket player in Author(s): Shapiro, Benson P. Product Type: LACC Case
the $20 billion industry, and the Publication Date: 08/29/1988 Abstract: Focuses on Club Med's
company is doing everything it can to Product Type: Note strategy in the U.S. market. The
preserve its premium image among Abstract: Describes four kinds of experience of Club Med is largely among
customers. But Neptune's recent selling: 1) transaction, 2) systems, 3) Europeans, but the Club has attracted
investment in state-of-the-art freezer major account management, and 4) young, single U.S. tourists to its
trawlers, along with new fishing strategic account relationships. Explains Caribbean resorts. Should Club Med
regulations, is resulting in catches that the advantages, disadvantages, and attempt to attract other market
are bigger than ever. Though demand is risks of each. The second half is devoted segments? What should its growth
at an all-time high, the company is to a discussion of strategic account strategy be?
saddled with excess inventory--and relationships which embody importance, Geographic Setting: Caribbean
there's no relief in sight. Neptune's sales intimacy, and longevity for both the Industry Setting: Travel industry
head, Rita Sanchez, has come up with vending and the buying companies. Subjects: Caribbean; Consumer
two strategies that Hargrove feels would Subjects: Customer relations; Marketing behavior; Growth strategy; International
destroy the company's premium image: management; Partnerships; Purchasing; marketing; Market definition; Recreation;
cut prices or launch a new mass-market Sales management; Sales strategy Tourism
brand. Not many executives in the Length: 23p Length: 14p
company are in favor of cutting prices,
but it's clear that Sanchez is gaining 579061
508056
ground in her bid to launch a low-priced Title: Club Mediterranee
Title: Club Atletico Boca Juniors
brand. Reputation worries aside, Author(s): Ward, Scott
Author(s): Elberse, Anita; Ballve,
Hargrove fears that an inexpensive Publication Date: 10/01/1978
Alberto; Herrero, Gustavo A.
brand would cannibalize the company's Revision Date: 12/01/1980
Product Type: Case (Gen Exp) NEW sale before enough supporters endorse
Abstract: Focuses on Club Med's it and a 5% to 40% discount on retail
strategy in the U.S. market. The 501047 price can be secured. After a very
experience of Club Med is largely among Title: Clust.com: Dream More and Pay interesting launch strategy, the Web site
Europeans, but the Club has attracted Less comes short of breath. Two pathways
young, single U.S. tourists to its Author(s): Wathieu, Luc are outlined with enough details to
Caribbean resorts. Should Club Med Publication Date: 11/22/2000 support decision making and evaluate
attempt to attract other market Product Type: Case (Field) both profitability and concept
segments? What should its growth Abstract: Clust is a French group- consistency.
strategy be? buying Web site. Instead of marketing Geographic Setting: Paris
Geographic Setting: Caribbean products to consumers, Clust is Industry Setting: Internet & online
Industry Setting: Travel industry marketing aggregated consumer services industries
Subjects: Caribbean; Consumer demands to manufacturers. Number of Employees: 40
behavior; Growth strategy; International Consequently, beyond the usual act of Gross Revenues: $2 million revenues
marketing; Market definition; Recreation; choosing among predefined alternatives, Subjects: Consumer behavior;
Tourism consumers are expected to bring up Creativity; Electronic commerce; France;
Length: 14p their demands and create new product Internet; Market positioning
Supplementary Materials: Teaching ideas, to discuss and support the ideas Length: 17p
Note, (579062), 4p, by Scott Ward of others, to call on their friends to join
the Clust community, and to monitor the UV0745
R0302H efforts of the Clust purchasing team. In Title: Cluster Analysis for Segmentation
Title: Clueing In Customers fact, Clust holds no inventory beyond a Author(s): Venkatesan, Rajkumar
Author(s): Berry, Leonard L.; warehouse to organize deliveries. No Publication Date: 03/22/2007
Bendapudi, Neeli product is put on sale before enough Product Type: Case (Field)
Publication Date: 02/01/2003 supporters endorse it and 5%-40% Abstract: This note is designed for use
Product Type: Harvard Business discount on retail price can be secured. in an MBA marketing research course. It
Review Article After a very interesting launch strategy, provides an overview of segmentation
Abstract: When customers lack the the Web site comes short of breath. Two using K-means clustering. A simple
expertise to judge a company's offerings, pathways are outlined (focus on group- algorithm for K-means clustering and the
they naturally turn detective, scrutinizing buying and good deals vs. focus on process of profiling clusters are
people, facilities, and processes for consumer creation and exclusives) with provided. The note discusses the need
evidence of quality. The Mayo Clinic enough details to support decision for segmentation in marketing and
understands this and carefully manages making and evaluate both profitability emphasizes the role of managerial
that evidence to convey a simple, and concept consistency. judgment in choosing a segmentation
consistent message: The needs of the Geographic Setting: Paris policy. Examples from the insurance
patient come first. From the way it hires Industry Setting: Internet & online industry are used in the note.
and trains employees to the way it services industries Subjects: NO
designs its facilities and approaches its Number of Employees: 40 SUBJECTS(KEYWORDS)
care, the Mayo Clinic provides patients Gross Revenues: $2 million revenues Length: 8p
and their families concrete evidence of Subjects: Consumer behavior; Year New: 2008
its strengths and values--an approach Creativity; Electronic commerce; France;
that has allowed it to build what is Internet; Market positioning 4855BC
arguably the most powerful brand in Length: 16p Title: Coauthoring the Myth: Building an
health care. Marketing professors Supplementary Materials: Teaching Iconic Brand with the Help of the Culture
Leonard Berry and Neeli Bendapudi Note, (501083), 11p, by Luc Wathieu Industries and Populist Worlds
conducted a five-month study of Author(s): Holt, Douglas B.
evidence management at the Mayo 502S46 Publication Date: 09/15/2004
Clinic. Their experiences led them to Title: Clust.com: Dream More and Pay Product Type: HBS Press Chapter
identify best practices applicable to just Less, Spanish Version Abstract: The Harley-Davidson
about any company, in particular those Author(s): Wathieu, Luc Company is everyone's favorite
that sell intangible or technically complex Publication Date: 11/22/2000 company turnaround story. But
products. Essentially, the authors say, Product Type: LACC Case conventional explanations about Harley's
companies need to determine what story Abstract: Clust is a French group- path to success fail to acknowledge that
they want to tell, then ensure that their buying Web site. Instead of marketing the so-called Harley mystique is nothing
employees and facilities consistently products to consumers, Clust is other than the brand's identity myth,
show customers evidence of that story. marketing aggregated consumer bolstered by the storytelling of two
At Mayo, the evidence falls into three demands to manufacturers. powerful coauthors: the populist world
categories: people, collaboration, and Consequently, beyond the usual act of of outlaw bikers and the culture
tangibles. The way in which Mayo choosing among pre-defined industries. What are the lessons to be
manages evidence to communicate its alternatives, consumers are expected to drawn from Harley's brand myth?
message is an example to be followed. bring up their demands and create new Subjects: NO
Industry Setting: Health care industry product ideas, to discuss and support SUBJECTS(KEYWORDS)
Subjects: Brand management; the ideas of others, to call on their Length: 38p
Communication in organizations; friends to join the Clust community, and List Price: $6.95
Customer relations; Health care; to monitor the efforts of the Clust Year New: 2007
Marketing strategy purchasing team. In fact, Clust holds no
Length: 6p inventory beyond a warehouse to 500068
organize deliveries. No product is put on Title: Coca-Cola's New Vending
Machine (A): Pricing to Capture Value, perfectly fits the company's comparative Length: 21p
or Not? (dis)advantages. This case describes:
Author(s): King, Charles; Narayandas, Cofidis' product and value proposition; 903A06
Das the evolving competitive context and Title: Cola Wars in China: The Future Is
Publication Date: 02/07/2000 cultural complexity of the European Here
Revision Date: 12/12/2000 credit market; the adaptive marketing Author(s): Dawar, Niraj; Dai, Nancy
Product Type: Case (Pub Mat) strategy of the company, which evolved Publication Date: 08/21/2003
Abstract: Chairman and CEO M. from bundling with the 3 Suisse catalog, Product Type: Case (Field)
Douglas Ivester stumbles when he tells to direct mail, to print advertising in TV Publisher: Richard Ivey School of
a Brazilian newsmagazine about a new guides, to bicycling sponsorship, the Business/UWO
Coke vending machine that can results of the strategy; and the Abstract: The Wahaha Hangzhou
automatically raise prices in hot weather. challenge and opportunities posed by Group Co. Ltd. is one of China's largest
Reaction around the world is swift and the Internet. Based on the lessons of the soft drink producers. One of the
negative. past, can we advise Michel Guillois, company's products, Future Cola, was
Geographic Setting: Global CEO of Cofidis, on the best way for him launched a few years ago to compete
Industry Setting: Soft drink industry to preserve Cofidis' competitive edge? with Coca Cola and PepsiCo and has
Number of Employees: 30,000 Geographic Setting: Lille made significant progress in the soft
Gross Revenues: $19 billion revenues Industry Setting: Credit industry drink markets that were developed by
Subjects: Beverages; Brands; Number of Employees: 1,452 these cola giants. The issue now is to
Consumer goods; Globalization; Gross Revenues: $450 million maintain the momentum of growth in the
Marketing strategy; Pricing strategy; revenues face of major competition from the giant
Product development; Public relations Subjects: Advertising; Brands; multinationals and to achieve its goal of
Length: 9p Communication strategy; Consumer dominant market share.
Supplementary Materials: Teaching credit; Direct marketing; Ethics; France; Geographic Setting: China
Note, (501086), 9p, by Charles King, International marketing; Product Industry Setting: Food industry
Das Narayandas planning & policy Company Size: large
BESTSELLER Length: 19p Subjects: Beverages; Brand
Supplementary Materials: Teaching management; China; Competition;
587015 Note, (501084), 7p, by Luc Wathieu Emerging markets; Food; Growth
Title: Coffee Brands: Direct Product management; Marketing strategy
Profit/Cost Exercise 503S16 Length: 23p
Author(s): Quelch, John A.; Spencer, Title: Cofidis, Spanish Version Supplementary Materials: Teaching
Melanie D.; Author(s): Wathieu, Luc Note, (803A06), 7p, by Niraj Dawar
Publication Date: 08/04/1986 Publication Date: 01/22/2001 Year New: 2004
Revision Date: 02/23/1987 Revision Date: 06/15/2001
Product Type: Case (Field) Product Type: LACC Case 575131
Abstract: Introduces the concepts of Abstract: An offspring of French catalog Title: Cole National Corp. (C)
direct product costs and direct product marketer 3 Suisses and a popular Author(s): Shapiro, Benson P.
profit and presents DPC/DPP data for sponsor of Tour de France, Cofidis sells Publication Date: 06/24/1975
seven disguised coffee brands sold consumer credit over the phone, defying Revision Date: 06/28/1979
through a single supermarket chain. conventional banking with a product Product Type: Case (Field)
Students must assess the impact of policy and a communication strategy that Abstract: Presents background material
three possible sales promotions on perfectly fits the company's comparative on the Cole National Corp. Consumer
DPCs and DPP from the perspective of (dis)advantages. This case describes: Products Division and its marketing
a salesperson having to sell these offers 1) Cofidis' product and value proposition; strategy. Rewritten version of a case by
to the supermarket chain. Intended for 2) the evolving competitive context and R.N. Cardozo.
use with a computer diskette. cultural complexity of the European Geographic Setting: United States
Geographic Setting: United States credit market; 3) the adaptive marketing Industry Setting: Consumer products
Industry Setting: Coffee strategy of the company, which evolved Gross Revenues: $111 million sales
Subjects: Brands; Consumer marketing; from bundling with the 3 Suisse catalog, Subjects: Consumer goods; Marketing
Marketing management; Retailing; Sales to direct mail, to print advertising in TV strategy; Sales management
promotions guides, to bicycling sponsorship, 4) the Length: 13p
Length: 16p results of the strategy; and 5) the
Supplementary Materials: Teaching challenge and opportunities posed by
585173
Note, (587125), 8p, by John A. Quelch the Internet. Based on the lessons of the
Title: Cole National Corp. (C):
past, can we advise Michel Guillois,
Consumer Products Division
501055 CEO of Cofidis, on the best way for him
Author(s): Cespedes, Frank V.
Title: Cofidis to preserve Cofidis' competitive edge?
Author(s): Wathieu, Luc Geographic Setting: Lille
Publication Date: 01/22/2001 Industry Setting: Credit industry
Abstract: The Consumer Products
Revision Date: 06/15/2001 Number of Employees: 1,452
Division (CPD) of Cole National Corp.
Product Type: Case (Field) Gross Revenues: $450 million
sells keys, pocket knives, and plastic
Abstract: An offspring of French catalog revenues
letters, numbers, and signs to 56,000
marketer 3 Suisses, and a popular Subjects: Advertising; Brands;
retail outlets which then sell them to
sponsor of Tour de France, Cofidis sells Communication strategy; Consumer
consumers. This case explains CPD's
consumer credit over the phone, defying credit; Direct marketing; Ethics; France;
marketing strategy and presents the
conventional banking with a product International marketing; Product
dilemma facing the executive in charge:
policy and a communication strategy that planning & policy
either turnover in the field salesforce
must be reduced or the strategy which problem, and typical sales call patterns. technological toothbrush, Precision. The
emphasizes personal selling must be The issue in the case, as management case explores issues concerned with
changed. A rewritten version of a case sees it, is either to reduce turnover in the new product launches and requires
by B.P. Shapiro. field salesforce or to change the firm's students to do profitability analyses of
Geographic Setting: United States marketing strategy. A rewritten version different positioning alternatives.
Industry Setting: Plastics industry of two earlier cases. Geographic Setting: United States
Company Size: mid-size Geographic Setting: United States Industry Setting: Dental industry
Gross Revenues: $111 million sales Industry Setting: Plastics industry Company Size: Fortune 500
Subjects: Consumer goods; Marketing Company Size: mid-size Subjects: Consumer goods; New
implementation; Marketing management; Gross Revenues: $111 million sales product marketing; Product positioning;
Marketing organization; Sales Subjects: Consumer goods; Marketing Profitability analysis
compensation; Sales management implementation; Marketing management; Length: 25p
Length: 13p Marketing organization; Marketing
strategy; Sales management; Sales 593064
575132 organization Title: Colgate-Palmolive Co.: The
Title: Cole National Corp. (D) Length: 27p Precision Toothbrush
Author(s): Shapiro, Benson P. Supplementary Materials: Teaching Author(s): Quelch, John A.; Laidler,
Publication Date: 06/24/1975 Note, (591048), 18p, by Frank V. Nathalie
Revision Date: 04/08/1976 Cespedes Publication Date: 04/23/1993
Product Type: Case (Field) Revision Date: 04/20/2006
Abstract: Provides data on the Cole 508009 Product Type: Case (Field)
National Corp. Consumer Products Title: Colgate Max Fresh: Global Brand Abstract: Colgate-Palmolive Co. is
Division sales force and provides a Roll-Out considering how to position its new
strong introduction to sales Author(s): Quelch, John A.; Labatt- technological toothbrush, Precision. The
management. Rewritten version of Randle, Jacquie case explores issues concerned with
earlier cases by R.N. Cardozo and B.P. Publication Date: 10/23/2007 new product launches and requires
Shapiro. Product Type: Color Case students to do profitability analyses of
Geographic Setting: United States Abstract: In February 2005, Nigel different positioning alternatives.
Industry Setting: Consumer products Burton, in his third year as president of Geographic Setting: United States
Gross Revenues: $111 million sales global oral care at Colgate-Palmolive Industry Setting: Dental industry
Subjects: Consumer goods; Marketing Company (CP), had every reason to feel Company Size: Fortune 500
strategy; Sales management optimistic. Worldwide market shares Subjects: Consumer goods; New
Length: 20p were strong and Colgate Max Fresh product marketing; Product positioning;
(CMF), a new toothpaste that had Profitability analysis
585174 helped drive Colgate to a record value Length: 24p
Title: Cole National Corp. (D): Field share in the important U.S. market, was Supplementary Materials: Teaching
Sales Organization in the global pipeline for 2005. Burton Note, (595025), 11p, by John A. Quelch
Author(s): Cespedes, Frank V. had on his desk the proposed marketing BESTSELLER
Publication Date: 05/20/1985 launch plans for CMF in China and
Revision Date: 01/10/1986 Mexico. Each plan sought to maximize IMD071
Product Type: Case (Field) the business potential in the local Title: Colgate-Palmolive: Cleopatra
Abstract: Outlines the organization of market. Burton had to assess the plans Author(s): Vandermerwe, Sandra;
the field salesforce, provides data on from a global perspective. Powis, J. Carter
turnover, and a typical salesperson's call Geographic Setting: Global Publication Date: 01/01/1990
patterns. A rewritten version of a case by Industry Setting: Consumer products Revision Date: 03/18/2003
B.P. Shapiro. Number of Employees: 34,700 Product Type: Case (Field)
Geographic Setting: United States Gross Revenues: $12,238 million Publisher: IMD - International Institute
Industry Setting: Plastics industry revenues for Management Development
Company Size: mid-size Event Year Start: 2004 Abstract: Demonstrates the dangers in
Gross Revenues: $111 million sales Event Year End: 2005 assuming that a product successful in
Subjects: Consumer goods; Marketing Subjects: NO one market will do well in another, poor
implementation; Marketing management; SUBJECTS(KEYWORDS) global marketing implementation, poor
Marketing organization; Sales Length: 30p marketing strategy and implementation
compensation; Sales management Supplementary Materials: Teaching in general where research was used to
Length: 21p Note, (5-508-020), 9p, by John A. back decisions on how to proceed, the
Quelch need for an integrated marketing
Year New: 2007 strategy to launch a new brand, and
590031
Title: Cole National Corp.: Turnover overreliance on an advertising push to
Author(s): Cespedes, Frank V. 503S10 diffuse a new brand. A 1992 ECCH
Publication Date: 09/15/1989 Title: Colgate-Palmolive Co.: The award winner.
Product Type: Case (Field) Precision Toothbrush, Spanish Version Geographic Setting: Canada
Abstract: The Consumer Products Author(s): Quelch, John A.; Laidler, Industry Setting: Soap & detergent
Division of Cole National Corp. sells Nathalie industry
keys, pocket knives, and plastic letters, Publication Date: 04/23/1993 Company Size: large
numbers, and signs to 56,000 retailers Revision Date: 11/29/1993 Subjects: Advertising; Brand
who then sell them to consumers. The Product Type: LACC Case management; Canada; Consumer
case describes Cole's marketing Abstract: Colgate-Palmolive Co. is goods; Europe; Marketing
strategy, sales organization, turnover considering how to position its new implementation; Marketing strategy
Length: 24p migrated to VOD, their revenues from consumers are going to take ownership
Supplementary Materials: Teaching selling advertising time would decrease. of information about themselves and
Note, (IMD072), 11p, by Sandra How could Burke and Roberts convince start demanding value in exchange for it.
Vandermerwe the networks to team up with Comcast As a result, negotiating with customers
NEW and distribute their content via On for information will become costly and
Demand free of charge? Or was it time complex. Consumers will be unlikely to
501077 for Comcast to rethink its push for "free" bargain with vendors on their own,
Title: Color Kinetics, Inc. (A) content, and craft a different business however. The authors anticipate that
Author(s): Narayandas, Das; Caravella, model? companies they call infomediaries will
Mary Neuner Geographic Setting: United States broker information to businesses on
Publication Date: 03/30/2001 Industry Setting: Cable television consumers' behalf. In essence,
Revision Date: 08/02/2001 industry infomediaries will be the catalyst for
Product Type: Case (Field) Number of Employees: 80,000 people to start demanding value in
Abstract: Two-year-old start-up Color Gross Revenues: $25 billion revenues exchange for information about
Kinetics has developed unique colored Event Year Start: 2006 themselves. And most other companies
lighting technology using digitally Event Year End: 2006 will need to rethink how they obtain
controlled LEDs, and has developed that Subjects: NO information and what they do with it if
technology into a successful line of SUBJECTS(KEYWORDS) they want to find new customers and
products for its first targeted market of Length: 26p serve them better.
"retailtainment." Now in November 1999, Year New: 2007 Subjects: Consumer behavior;
the management team is evaluating how Consumer marketing; Information
to best extend this success into other 505016 technology; Marketing strategy; Strategic
markets and/or strategic initiatives and Title: Comergent Technologies Inc.: planning; Technological change;
achieve the growth it has targeted Enterprise E-Commerce Technology; Value of information
internally and with investors. Author(s): Rangan, V. Kasturi; Bell, Length: 7p
Geographic Setting: Boston, MA Marie
Industry Setting: High technology Publication Date: 03/30/2005 SMR190
Company Size: start-up Revision Date: 04/10/2007 Title: The Coming Era of "Brand in the
Number of Employees: 40 Product Type: Color Case Hand" Marketing
Subjects: Business marketing; High Abstract: Coming out of the 2001 high- Author(s): Sultan, Fareena; Rohm,
technology; Market selection tech industry recession, this venture Andrew
Length: 16p capital start-up has to come up with a Publication Date: 09/01/2005
Supplementary Materials: Supplement marketing plan to break even and grow. Product Type: SMR Article
(Field), (501078), 4p, by Das Its innovative e-commerce software Abstract: The growing popularity of
Narayandas, Mary Neuner Caravella provides unique customer relationship mobile hand-held devices is opening up
management solutions, but it has to intriguing new possibilities for what the
501078 convince customers to adopt its solution. authors refer to as "brand in the hand"
Title: Color Kinetics, Inc. (B) Includes color exhibits. marketing. Because individuals can be,
Author(s): Narayandas, Das; Caravella, Industry Setting: Software industry and often are, connected anytime and
Mary Neuner Gross Revenues: $25 million revenues anyplace, mobile marketing can be used
Publication Date: 03/30/2001 Event Year Start: 2004 to collect data through the wireless
Revision Date: 08/02/2001 Event Year End: 2004 Internet to determine not only the exact
Product Type: Supplement (Field) Subjects: Consumer marketing; High location of a consumer at a given time,
Abstract: Supplements the (A) case. technology; Sales management; but also why that individual might be
Must be used with: (501077) Color Software; Venture capital there. With that information, more
Kinetics, Inc. (A). Length: 18p meaningful or relevant advertising
Subjects: Business marketing; High Supplementary Materials: Teaching messages or promotions can be
technology; Market selection Note, (507087), 11p, by V. Kasturi delivered to the consumer on a mobile
Length: 4p Rangan, Marie Bellfor device. Before companies rush into this
Year New: 2006 new marketing arena, though, they need
to understand some fundamental issues.
507080
97104 How does mobile marketing differ from
Title: Comcast Corp.
Title: The Coming Battle for Customer traditional approaches? When should a
Author(s): Elberse, Anita; Schreiber,
Information company pursue a brand in the hand
Jason
Author(s): Hagel, John, III; Rayport, initiative? Does mobile marketing have
Jeffrey F. to be integrated within an overall
Publication Date: 01/01/1997 marketing strategy and, if so, how?
Product Type: Harvard Business Moreover, how should companies
Abstract: In October 2006, Comcast
Review Article address privacy issues? These are of
executives had entered negotiations with
Abstract: Companies collect information particular concern, in part because of the
broadcast networks to broaden the
about customers to target valuable personal nature of mobile devices.
selection of free network content
prospects more effectively, tailor their Industry Setting: Handheld device
distributed via its video-on-demand
offerings to individual needs, improve Subjects: NO
(VOD) service. The major broadcast
customer satisfaction, and identify SUBJECTS(KEYWORDS)
networks, however, were unsure of the
opportunities for new products or Length: 10p
effect it would have on regular "linear"
services. But managers' efforts to Year New: 2006
viewership of programs airing every
evening at their scheduled times, and capture such information may soon be
feared that if television audiences thwarted. The authors believe that
C0202B experts for ways to improve business Revision Date: 09/22/1992

Title: Coming Soon to a Conference Web sites. The response was Product Type: Note
Room Near You overwhelming: forget the flashy features Abstract: Introductory note on
Author(s): McFarland, Jennifer and focus on your customers. Includes a communications policy for use in first
Publication Date: 02/01/2002 sidebar entitled "Catching the Cluetrain: year marketing. Focuses on: Target
Product Type: Harvard Management Communicating with Your Customers in selection; message delineation;
Communication Letter Article an Internetworked World." communications intensity; alternative
Abstract: The videoconferencing Subjects: Customer relations; Customer communications; means and media;
industry has seen a 40% to 50% spike in retention; Internet; Technology; World economics of communications decisions;
videoconferencing reservations since Wide Web and need for consistency in
September 11. Is this merely a reaction Length: 3p communications programs. Assumes
of travel-wary executives or an indication List Price: $4.50 that students have previously read
of a long-term trend of replacing some Consumer Analysis, Market Analysis,
business travel with videoconferencing? C0202D and Note on Marketing Arithmetic and
Although technological improvements Title: Communication Technology That's Related Marketing Terms.
and falling costs make the latter a Worth a Second Look Industry Setting: Advertising industry
possibility, the answer really lies in Author(s): Marcus, Eric Subjects: Advertising; Advertising
whether companies are willing to invest Publication Date: 02/01/2002 media; Communication; Personal selling;
the necessary time and effort to learn Product Type: Harvard Management Public relations; Sales promotions
the ins and outs of this communication Communication Letter Article Length: 12p
tool. This article offers practical tips for Abstract: After months--and in some Supplementary Materials: Teaching
getting the most out of cases, years--of hype, some Note, (585021), 9p, by John A. Quelch
videoconferencing. communication technologies are
Subjects: Management communication; beginning to add value to the bottom 577106
Technology line. Technology expert Eric Marcus Title: Compactor (A)
Length: 2p examines the future of the Internet, Author(s): Abell, Derek F.
List Price: $4.50 knowledge sharing and knowledge Publication Date: 01/01/1977
management, real-time virtual Revision Date: 05/01/1977
999005 communication, and search engines for Product Type: Case (Field)
Title: Commodities, Specialties and the how the current technological Abstract: In 1968, Sears Roebuck was
Great In-Between developments can improve considering the introduction of "the first
Author(s): Shapiro, Benson P. communication. new major electrical appliance in the
Publication Date: 02/25/2002 Subjects: Internet; Knowledge United States in 25 years," the
Product Type: Note management; Management compactor. Describes the early research
Abstract: Emphasizes the gradual, two- communication; Technology studies undertaken by Sears and
dimensional gradients between Length: 1p Whirlpool (the manufacturer), and their
commodities and specialties. Provides a List Price: $4.50 attempts to estimate potential demand.
new way to improve the profit margins of Case (A) and (B1) demonstrate the way
commodities. 504S11 in which research is used to move
Subjects: Pricing strategy; Product Title: Communications Policy, Spanish progressively from an early test of the
planning & policy Version concept to the elaboration of a full-scale
Length: 3p Author(s): Star, Stephen H. marketing and investment program.
Publication Date: 11/01/1975 Geographic Setting: United States
999001 Revision Date: 09/22/1992 Industry Setting: Appliance industry
Title: Commodity Busters: Be a Price Product Type: LACC Note Company Size: large
Maker, Not a Price Taker! Abstract: Introductory note on Gross Revenues: $7.3 billion sales
Author(s): Shapiro, Benson P. communications policy for use in first Event Year Start: 1968
Publication Date: 08/23/1998 year marketing. Focuses on: Target Event Year End: 1968
Product Type: Note selection; message delineation; Subjects: Appliances; Demand analysis;
Abstract: Describes how to manage the communications intensity; alternative Forecasting; Market research; Marketing
pricing process so that your product or communications; means and media; management; Marketing planning;
service does not become a commodity, economics of communications decisions; Product introduction; Strategic planning
and so that you have substantial price and need for consistency in Length: 28p
latitude. Designed for sales, marketing, communications programs. Assumes Supplementary Materials: Teaching
and general managers responsible for that students have previously read Note, (578181), 14p, by Derek F. Abell
price making and related activities. Consumer Analysis, Market Analysis,
Subjects: Commodity markets; Market and Note on Marketing Arithmetic and 577109
selection; Marketing strategy; Pricing; Related Marketing Terms. Title: Compactor (B1)
Pricing strategy; Sales strategy Industry Setting: Advertising industry Author(s): Abell, Derek F.
Length: 3p Subjects: Advertising; Advertising Publication Date: 02/01/1977
media; Communication; Personal selling; Revision Date: 06/01/1977
C0008A Public relations; Sales promotions Product Type: Case (Field)
Title: Communicating with Your Length: 12p Abstract: Provides information on a
Customers on the Web variety of further research studies up to
Publication Date: 08/01/2000 576086 the introduction of test marketing.
Product Type: Harvard Management Title: Communications Policy Geographic Setting: United States
Communication Letter Article Author(s): Star, Stephen H. Industry Setting: Appliance industry
Abstract: We asked Web site design Publication Date: 11/01/1975 Company Size: large
Gross Revenues: $7.3 billion sales Subjects: NO Publication Date: 04/14/1999

Event Year End: 1969 SUBJECTS(KEYWORDS) Revision Date: 08/11/2000
Subjects: Appliances; Market research; Length: 9p Product Type: Supplement (Field)
Marketing management; Marketing Year New: 2007 Abstract: Gives the final report, both
planning; Product introduction; Strategic results and methodology, of the focus
planning; Test markets 95A011 group on Compaq Computer's new
Length: 20p Title: Compaq Computer Corp.--1995 consumer notebook. Describes the
Supplementary Materials: Teaching Author(s): Ryans, Adrian B.; groups, selection method, and
Note, (578181), 14p, by Derek F. Abell Vandenbosch, Mark; Miller, Neil methodology in detail. Should Compaq
Publication Date: 12/12/1995 base its product design on the opinions
R0706E Product Type: Case (Field) of 64 people? Must be used with the
Title: Companies and the Customers Publisher: Richard Ivey School of video. Must be used with: (599503)
Who Hate Them Business/UWO Compaq Computer: Focus Groups 1
Author(s): McGovern, Gail; Moon, Abstract: Describes the evaluation of and 2, Video; (599500) Compaq
Youngme Compaq's marketing strategy in the Computer: Focus Groups 1 and 2,
Publication Date: 06/01/2007 personal computer industry from its Video (DVD).
Product Type: Harvard Business founding in 1982 to 1995. The market Industry Setting: Computer industry;
Review Article environment and the strategies of key Retail industry
Abstract: Why do companies bind competitors and Intel are discussed. Subjects: Computer industry; High
customers with contracts, bleed them Compaq management must decide how technology; Market research; Marketing
with fees, and baffle them with fine print? to respond to the changing market and management; Product development;
Because bewildered customers, who competitive environment. Retailing
often make bad purchasing decisions, Geographic Setting: Global Length: 10p
can be highly profitable. Most firms that Industry Setting: Computer industry
profit from customers' confusion are on a Company Size: large 599500
slippery slope. Over time, their Subjects: Computer industry; Corporate Title: Compaq Computer: Focus
customer-centric strategies for delivering strategy; Marketing strategy; Strategic Groups 1 and 2, Video (DVD)
value have evolved into company-centric planning; Technology Author(s): Compaq Computer
strategies for extracting it. Not Length: 27p Publication Date: 06/01/1999
surprisingly, when a rival comes along Supplementary Materials: Teaching Product Type: Case Video, DVD
with a friendlier alternative, customers Note, (895A11), 8p, by Adrian B. Ryans Abstract: Presents actual video footage
defect. Adversarial value-extracting of focus groups for market research on
strategies are common in such 599053 notebook computers. Shows students
industries as cell phone service, retail Title: Compaq Computer: Consumer the way groups interact, how they are
banking, and health clubs. Overly Notebook Group conducted, and the message you can
complex product and pricing options, for Author(s): Bell, David E.; Leamon, Ann get from talking to the customer. Must be
example, may have been designed to Publication Date: 04/14/1999 used with: (599092) Compaq Computer:
serve various segments. But in fact they Revision Date: 09/20/1999 Focus Groups.
take advantage of how difficult it is for Product Type: Case (Field) Industry Setting: Computer industry;
customers to predict their needs (such Abstract: Presents the background for a Retail industry
as how many cell phone minutes they'll video of a focus group on Compaq Subjects: NO
use each month) and make it hard for Computer's new consumer notebook. SUBJECTS(KEYWORDS)
them to choose the right product. Engineers, manufacturers, and retailers Length: 49 min
Similarly, penalties and fees, which may had collaborated on the product design, Year New: 2005
have been instituted to offset the costs which has been approved by the
of undesirable customer behavior, like executive committee. A launch is 599503
bouncing checks, turn out to be very scheduled for nine months later. Does Title: Compaq Computer: Focus
profitable. As a result, companies have the focus group support the decision? Is Groups 1 and 2, Video
no incentive to help customers avoid it reliable? Any changes mean going Author(s): Compaq Computer
them. Tactics like these generate bad against conventional wisdom and Publication Date: 06/01/1999
publicity and fuel customer defections, possible failure in a new market. Must be Product Type: Case Video
creating opportunities for competitors. used with the video. Abstract: Presents actual video footage
Virgin Mobile USA, for example, has Industry Setting: Computer industry; of focus groups for market research on
lured millions of angry cell phone Retail industry notebook computers. Shows students
customers away from the incumbents by Subjects: Computer industry; High the way groups interact, how they are
offering a straightforward plan with no technology; Market research; Marketing conducted, and the message you can
hidden fees, no time-of-day restrictions, management; Product development; get from talking to the customer. Must be
and no contracts. ING Direct, now the Retailing used with: (599092) Compaq Computer:
fourth-largest thrift bank in the United Length: 4p Focus Groups; (599122) Compaq
States, offers accounts with no fees, no Supplementary Materials: Case Video, Computer: Focus Groups 1 and 2,
tiered interest rates, and no minimums. (599503), 49 min, by Compaq Video Transcript.
In industries where squeezing value Computer; Case Video, DVD, (599500), Industry Setting: Computer industry;
from customers is commonplace, 49 min, by Compaq Computer Retail industry
companies that dismantle these harmful Subjects: Computer industry; High
practices and design a transparent, technology; Market research; Marketing
599092
value-creating offer can head off management; Product development;
Title: Compaq Computer: Focus
customer retaliation and spur rapid Retailing
Groups
growth. Length: 49 min
Author(s): Bell, David E.; Leamon, Ann
List Price: $150.00 the low-priced, non-Intel notebook is a suggests some ways of doing so.
success, the company will maintain or Subjects: Competition; Marketing
599122 increase its 45% share of the market. If planning
Title: Compaq Computer: Focus not, it could cease to be a player in the Length: 2p
Groups 1 and 2, Video Transcript market it has created and filled. Students
Author(s): Compaq Computer must evaluate the reliability of the 2572BC
Publication Date: 06/04/1999 research and decide which of three Title: Competitive Analysis: Understand
Product Type: Supplement products to produce. Your Opponents
Abstract: Presents the transcript of two Geographic Setting: Texas Publication Date: 11/21/2005
focus groups, with verbatim customer Industry Setting: Computer industry Product Type: HBS Press Chapter
comments and critiques of a new Number of Employees: 32,000 Abstract: Effective marketing must
product design that Compaq is Gross Revenues: $32 billion revenues involve a thorough analysis of the overall
developing. Must be used with: Subjects: Brands; Computer industry; competitive arena and the competitors
(599503) Compaq Computer: Focus High technology; Market research; that battle within it. Competitive analysis
Groups 1 and 2, Video. Product development determines whether firms decide to fight
Industry Setting: Computer industry; Length: 8p head-on with like products or maneuver
Retail industry a sneak attack with differentiation. This
Subjects: Computer industry; High 578148 chapter introduces direction and
technology; Market research; Marketing Title: Comparison and Critical provides the tools for conducting such
management; Product development; Examination of the PIMS and BCG research. It concludes with Michael
Retailing Approaches to Strategic Marketing Porter's "five forces" that shape
Length: 19p Planning positioning strategy. May be used with:
Author(s): Capon, Noel (2556BC) Marketing Strategy: How it
503S44 Publication Date: 02/03/1978 Fits with Business Strategy; (2564BC)
Title: Compaq Computer: Intel Inside?, Product Type: Note Creating a Marketing Plan: An
Spanish Version Abstract: Compares and contrasts the Overview; (2580BC) Market
Author(s): Bell, David E.; Leamon, Ann approaches of the Boston Consulting Customization: Market Segmentation,
Publication Date: 04/14/1999 Group (BCG) and the profit impact of Targeting, and Positioning; (2599BC)
Revision Date: 05/25/2000 market strategy project (PIMS) to Developing New Products and Services:
Product Type: LACC Case strategic marketing planning. Points up The Marketer's Role; (2602BC)
Abstract: Presents the results of the differences between the approaches Branding: Differentiation that
quantitative and qualitative market and casts a critical eye upon them. The Customers Value; (2610BC) The Right
research on the possible acceptance of student should learn not to take results Customers: Acquisition, Retention, and
a non-Intel processor in Compaq at face value but to probe for the Development; (2629BC) Pricing It Right:
Computer's consumer notebook line. If assumptions and methodology which Strategies, Applications, and Pitfalls;
the low-priced, non-Intel notebook is a underlie them. (2637BC) Integrated Marketing
success, the company will maintain or Industry Setting: Consulting Communications: Creativity,
increase its 45% share of the market. If Subjects: Consulting; Marketing Consistency, and Effective Resource
not, it could cease to be a player in the strategy; Profitability analysis; Strategic Allocation; (2645BC) Interactive
market it has created and filled. Students market planning Marketing: New Channel, New
must evaluate the reliability of the Length: 10p Challenge; (2653BC) Marketing Across
research and decide which of three Borders: It's a Big, Big World.
products to produce. Teaching Purpose: F0412L Subjects: NO
Introduces students to different types of Title: Competence-Based Marketing SUBJECTS(KEYWORDS)
market research. Helps them determine Author(s): Golfetto, Francesca; Length: 16p
how to evaluate the results from an Mazursky, David List Price: $6.95
operational point of view. Publication Date: 12/01/2004 Year New: 2006
Geographic Setting: Texas Product Type: Harvard Business
Industry Setting: Computer industry Review Article 593120
Number of Employees: 32,000 Abstract: Professors Francesca Title: Complementarity, Compatibility,
Gross Revenues: $32 billion revenues Golfetto and David Mazursky describe and Product Change: Breaking with the
Subjects: Brands; Computer industry; how a group of Italian yarn makers Past?, A Conceptual Framework
High technology; Market research; market their expertise, not just their Author(s): Dhebar, Anirudh
Product development products. Publication Date: 05/27/1993
Length: 9p Geographic Setting: Italy Revision Date: 07/05/1994
Year New: 2007 Industry Setting: Textile industry Product Type: Note
Subjects: Italy; Marketing strategy; Abstract: Some product changes are
599061 Textiles accompanied by significant disruptions in
Title: Compaq Computer: Intel Inside? Length: 2p the established complementarities, or
Author(s): Bell, David E.; Leamon, Ann Year New: 2004 interrelationships, of 1) the product and
Publication Date: 04/14/1999 the user, 2) the product and other
Revision Date: 05/25/2000 576158 products with which it is typically used,
Product Type: Case (Field) Title: Competitive Analysis and 3) the product and databases that
Abstract: Presents the results of Author(s): Star, Stephen H. are created and repeatedly modified with
quantitative and qualitative market Publication Date: 01/26/1976 its help. When such disruptions occur,
research on the possible acceptance of Product Type: Note the new version of the product makes a
a non-Intel processor in Compaq Abstract: Highlights the need to track "break with the past" in at least some
Computer's consumer notebook line. If and predict competitive behavior and limited way; the more significant the
break, the higher may be the consumer's Industry Setting: Accounting services in the 1980s and suspects an
cost of switching from an older version of industry implementation problem.
the product to the new version. This note Company Size: small Geographic Setting: United States
reviews the different ways in which a Gross Revenues: $28 million sales Industry Setting: Personal computer
break might be instituted, the likely Subjects: Accounting procedures; industry
impact on the consumer's product- Advertising strategy; Business services; Gross Revenues: $20 million sales
adoption decision, and the important Franchising; Marketing organization; Subjects: Industrial markets; Marketing
reasons for making the break. The to- Personal selling implementation; New product marketing;
break-or-not-to-break decision depends Length: 20p Sales management
critically on the break's impact on a Supplementary Materials: Teaching Length: 17p
consumer's investment in the integrated Note, (590110), 18p, by John A. Quelch, Supplementary Materials: Teaching
user-product-other products-database Christopher H. Lovelock Note, (585121), 14p, by Robert J. Dolan
system, any benefits the consumer
might realize from the product change, M264 500060
the dynamics of the different Title: Computer Attic Title: Computer Power Group:
components of the system, the size of Author(s): Beech, Hilary; Lattin, James Designing Brand Architecture
the installed base, and the supplier's Publication Date: 01/01/1992 Author(s): Fournier, Susan; Wojnicki,
competitive position. Product Type: Case (Field) Andrea
Subjects: Marketing management; Publisher: Stanford University Publication Date: 04/20/2000
Product lines; Product planning & policy Abstract: In 1991, the owners of Revision Date: 11/14/2000
Length: 16p Computer Attic face a difficult decision. Product Type: Case (Field)
In less than a decade, their business has Abstract: Computer Power Group
4852BC evolved from a barebones mail-order (CPG), an Australian-based consulting,
Title: Composing the Cultural Brief: software operation to a local chain of education, and staffing placement firm in
Developing Your Cultural Branding highly respected computer stores. Now, the IT industry, is contemplating a brand
Strategy as the market for computer products architecture capable of structuring its
Author(s): Holt, Douglas B. matures, the distribution channel is in a eight branded business units. CEO Peter
Publication Date: 09/15/2004 state of rapid flux. A shift in customer James is particularly curious about
Product Type: HBS Press Chapter buying patterns is fueling the growth of a whether a corporate brand is needed to
Abstract: Conventionally, the whole new retail and mass unify the businesses. Extensive
positioning statement is the heart of merchandizing channel for computer consumer research is conducted to
brand strategy, but a cultural branding products. As new superstores open in inform the branding initiative, providing
strategy requires abandoning typical the area, Computer Attic needs to insight into the meanings of each of the
branding directives--sell this benefit, formulate a response. Should the sub-brands in key stakeholders' minds.
express that emotion, show the product company focus its efforts on high-margin The architecture solution must consider
in use in this way--in favor of prescribing corporate sales, where value-added in not only brand meanings and
what kind of story the brand should tell terms of service, training, and support associations, but market performance
to address a particular cultural still commands a premium? Or should and brand stewardship concerns as well.
contradiction of the day. This chapter the company develop a stronger A pending merger with U.S.-based
shows you how to develop a cultural presence in the retail segment and Interim Technology further complicates
brief--the cultural analogue to a consider opening a superstore? the task. May be used with: (501007)
positioning statement. Geographic Setting: California Renaming Computer Power Group;
Subjects: NO Industry Setting: Retail industry (DMI001) Creating a Corporate Identity
SUBJECTS(KEYWORDS) Gross Revenues: $20 million revenues for a $20 Billion Start-up: Lucent
Length: 35p Subjects: Computer systems; Retailing; Technologies.
List Price: $6.95 Sales promotions; Sales strategy; Geographic Setting: Australia
Year New: 2007 Software Industry Setting: IT industry; Training
Length: 26p industry; Staffing
585123 Number of Employees: 1,900
Title: Comprehensive Accounting 581146 Gross Revenues: $85 million Australian
Corp.--1982 Title: Computer Devices, Inc.: Selling revenues
Author(s): Lovelock, Christopher H. Intelligent Terminals Subjects: Australia; Brand equity; Brand
Publication Date: 12/03/1984 Author(s): Bonoma, Thomas V.; management; Business services;
Revision Date: 05/09/1988 Cumbaa, Charles Organizational structure; Product
Product Type: Case (Field) Publication Date: 04/01/1981 portfolio management
Abstract: A franchised accounting and Revision Date: 11/01/1984 Length: 24p
bookkeeping service seeks to sharply Product Type: Case (Field)
increase the number of franchisees and Abstract: Designed for use in the 582079
clients. Important considerations include marketing programs section of a course Title: Computer Retailing at Macy's
the creation of master franchisees with on marketing implementation. Raises California
responsibility for franchise recruitment issues of salesforce and sales Author(s): Takeuchi, Hirotaka
and management in local areas, national management adequacy for the Publication Date: 12/07/1981
advertising and recruiting efforts, introduction of a new product line Revision Date: 10/29/1985
franchisor-franchisee relations, and requiring systems selling. A sales "blitz" Product Type: Case (Field)
maintenance of product quality. A designed to increase sales of CDI's new Abstract: Will Lunden, a buyer for
videotape (9-885-506) is available for 1206 portable computer fails. Macy's, has to decide whether or not to
use with this case. Management is convinced that portable start a personal computer department. In
Geographic Setting: United States computers will be a strong growth area the process of making his decision, he
has to analyze 1) which customer Rowland T. Moriarty Jr., Gordon Swartz Moriarty Jr., Gordon Swartz
segments to target, 2) which brands to
carry, and 3) how to organize the 591097 597063
department. He also has to analyze Title: Computervision-Japan (A) Title: Computron, Inc. (2006)
other retailers' competitive strength. (Abridged) Author(s): Quelch, John A.
Geographic Setting: San Francisco, CA Author(s): Moriarty, Rowland T., Jr. Publication Date: 01/07/1997
Industry Setting: Retail industry Publication Date: 04/03/1991 Revision Date: 08/30/2007
Gross Revenues: $550 million sales Product Type: Case (Field) Product Type: Case (Gen Exp)
Subjects: Department stores; Abstract: The CAD/CAM market in Abstract: In July 1996, Mr. Thomas
Franchising; High technology products; Japan is about to take off. Zimmermann, European Manager of
Market segmentation; New product Computervision wants its exclusive Computron, must select a price for a
marketing; Retailing distributor to dramatically expand its new computer for his largest customer. A
Length: 16p sales and service coverage. The rewritten version of an earlier case.
distribution alternatives (including going Geographic Setting: Europe
83211 direct) are presented. Industry Setting: Computer industry
Title: Computerized Sales Management Geographic Setting: Japan Company Size: small
Author(s): Hughes, G. David Industry Setting: CAD CAM Subjects: Bids; Computer industry;
Publication Date: 03/01/1983 Company Size: mid-size Customer relations; Europe; Industrial
Product Type: Harvard Business Gross Revenues: $350 million markets; Pricing strategy; Product
Review Article revenues planning & policy
Abstract: Microcomputers can help Subjects: Automation; Computer Length: 5p
sales managers decide the right number industry; Distribution channels;
of calls, improve the contribution of an Distribution planning; Industrial markets; 579031
account, reduce selling costs, manage Japan Title: Computron, Inc.--1978
assets more effectively, teach time- Length: 23p Author(s): Shapiro, Benson P.
management skills, and evaluate Publication Date: 09/01/1978
representatives. The user can 585156 Revision Date: 07/15/1991
accomplish these things for less than Title: Computervision-Japan (B) Product Type: Case (Gen Exp)
$5,000 in hardware and software. Author(s): Moriarty, Rowland T., Jr. Abstract: In July 1978 Mr. Thomas
Managers can construct planning Publication Date: 02/19/1985 Zimmermann, European Manager of
models quickly using electronic Revision Date: 06/20/1986 Computron, must select a price for a
spreadsheets and can save or duplicate Product Type: Supplement (Field) new computer for his largest customer.
the models on disks. Representatives Abstract: Outlines the elements of a Based on an IMEDE case by R.Z.
and district managers can then use temporary sales agreement between Sorenson. Withdrawn 01/22/97 -- use
these "template" disks by filling in the Tokyo Electron Ltd. and Computervision 597-063.
appropriate figures. Japan. Must be used with: (585155) Geographic Setting: Europe
Subjects: Sales management; Software Computervision-Japan (A). Industry Setting: Computer industry
Length: 10p Geographic Setting: Japan Company Size: small
Industry Setting: Computer industry Gross Revenues: $44 million sales
585155 Subjects: Automation; Computer Subjects: Bids; Computer industry;
Title: Computervision-Japan (A) industry; Distribution channels; Customer relations; Europe; Industrial
Author(s): Moriarty, Rowland T., Jr. Distribution planning; Industrial markets; markets; Pricing strategy; Product
Publication Date: 02/19/1985 Japan planning & policy
Revision Date: 04/30/1991 Length: 2p Length: 4p
Product Type: Case (Field) Supplementary Materials: Teaching Supplementary Materials: Teaching
Abstract: The CAD/CAM market in Note, (587090), 29p, by Rowland T. Note, (583106), 4p, by E. Raymond
Japan is about to take off. Moriarty Jr., Gordon Swartz Corey; Teaching Note, (585114), 12p, by
Computervision wants its exclusive Robert J. Dolan
distributor to dramatically expand its 585157
sales and service coverage. The Title: Computervision-Japan (C) 582052
distributor wants a joint venture with Author(s): Moriarty, Rowland T., Jr. Title: Concept Devices, Inc.:
Computervision before expanding. Publication Date: 02/19/1985 International Market Entry
Several distribution alternatives Revision Date: 08/30/1985 Author(s): Bonoma, Thomas V.; Masel,
(including going direct) are presented. Product Type: Supplement (Field) Randy
Geographic Setting: Japan Abstract: Presents sales data for 1983 Publication Date: 10/01/1981
Industry Setting: CAD CAM and 1984. Must be used with: (585155) Revision Date: 06/01/1982
Gross Revenues: $350 million Computervision-Japan (A). Product Type: Case (Field)
revenues Geographic Setting: Japan Abstract: Concept is a highly touted
Subjects: Automation; Computer Industry Setting: Computer industry startup venture in distributed data
industry; Distribution channels; Subjects: Automation; Computer processing computers. The company
Distribution planning; Industrial markets; industry; Distribution channels; has only made one sale to date, but has
Japan Distribution planning; Industrial markets; an order backlog for its unique product
Length: 22p Japan and expects an almost vertical growth
Supplementary Materials: Supplement Length: 1p curve. The company has been courted
(Field), (585156), 2p, by Rowland T. Supplementary Materials: Teaching seriously by potential partners in France
Moriarty Jr.; Supplement (Field), Note, (587090), 29p, by Rowland T. and the United Kingdom. Management
(585157), 1p, by Rowland T. Moriarty wishes to decide how best to set up
Jr.; Teaching Note, (587090), 29p, by distribution in Europe.
Geographic Setting: United States; Length: 6p very briefly on some key issues in
France marketing research, and suggests some
Industry Setting: Computer industry 584079 sources of specialized information for
Company Size: start-up Title: Concepts and Tools for Strategic future reference.
Subjects: Computer systems; Data Market Planning: A Course Note Subjects: Market research; Polls &
processing; Distribution planning; Author(s): Cady, John F. surveys; Project management; Statistical
Europe; International marketing; Market Publication Date: 01/13/1984 analysis
entry; Marketing implementation Product Type: Note Length: 7p
Length: 18p Abstract: Describes major issues
Supplementary Materials: Teaching regarding the strategic marketing 503S73
Note, (583134), 10p, by Thomas V. management course module on Title: Conjoint Analysis: A Manager's
Bonoma concepts and tools for strategic Guide, Spanish Version
planning. Author(s): Dolan, Robert J.
590063 Subjects: Strategic market planning Publication Date: 05/08/1990
Title: Concept Testing Length: 4p Product Type: LACC Note
Author(s): Dolan, Robert J. Abstract: Presents a non-technical
Publication Date: 11/21/1989 578118 description of the conjoint analysis
Revision Date: 03/23/1992 Title: Conceptual Framework for the methodology. Discusses the process by
Product Type: Note Study of the Channel of Distribution which such a study is done and cites
Abstract: Describes concept testing Author(s): Takeuchi, Hirotaka areas of application.
products. Presents guidelines for Publication Date: 12/09/1977 Subjects: Market analysis; Market
effective design, execution, and Product Type: Note research; Product introduction
interpretation of test procedures. Abstract: An overview of academic Length: 17p
Discusses limitations of these research in the channel of distribution
techniques and sets out the situations area to supplement learning process 590059
for which they are appropriate. gained through the case method. Title: Conjoint Analysis: A Manager's
Subjects: Market analysis; Market Subjects: Distribution channels; Guide
research; Models; Product introduction Franchising; Marketing organization; Author(s): Dolan, Robert J.
Length: 9p Performance effectiveness Publication Date: 05/08/1990
Length: 11p Product Type: Note
582123 Abstract: Presents a non-technical
Title: Concept of Marketing Strategy 4448 description of the conjoint analysis
Author(s): Corey, E. Raymond Title: Concurrent Marketing: Integrating methodology. Discusses the process by
Publication Date: 03/15/1982 Product, Sales, and Service (Hardcover) which such a study is done and cites
Revision Date: 12/15/1987 Author(s): Cespedes, Frank V. areas of application.
Product Type: Note Publication Date: 08/09/1995 Subjects: Market analysis; Market
Abstract: Prepared as a background Product Type: HBS Press Book research; Product introduction
reading for students in courses in Abstract: Examines certain "key Length: 14p
marketing management. Presents an interfaces" that exist between sales, BESTSELLER
overview of marketing strategy marketing, and customer service. Shows
formulation and suggests a model for how the field sales force serves as a 4458BC
approaching the analysis of marketing crucial link in organizing and Title: Connection: How the Need to
strategy problems. Finally it seeks to implementing marketing efforts, Relate to Oneself and Others Affects
show the relationship between strategic examines issues that can impede Consumer Thinking
planning in marketing at the business effective integration of the three groups, Author(s): Zaltman, Gerald; Zaltman,
unit level, and business strategy and provides specific examples of how Lindsay
formulation at both the business unit and different companies address these Publication Date: 05/06/2008
corporate levels. issues as they move toward Product Type: HBS Press Chapter
Subjects: Marketing management; interdependence. Abstract: Humans have a basic need
Marketing mixes; Marketing strategy; Subjects: Consumer marketing; for affiliation. The need to relate to
Product life cycle; Strategic market Corporate strategy; Customer service; others and to oneself has established
planning; Strategy formulation Interdepartmental relations; Marketing connection as a major and pervasive
Length: 12p management; Marketing organization; lens through which consumers view the
Marketing strategy; Sales management; world. May be used with: (4451BC)
582060 Sales strategy Undressing the Mind of the Consumer:
Title: Concept of the Marketing Mix Length: 336p Introduction to Deep Metaphors;
Author(s): Shapiro, Benson P. List Price: $29.95 (4452BC) How to Think Deeply: A Brief
Publication Date: 11/01/1981 Guide to Overcoming Your Depth Deficit;
Product Type: Note 582152 (4453BC) Foundations of Deep
Abstract: Provides an approach to the Title: Conducting and Interpreting a Metaphors: How Managers Benefit from
problem of determining the make-up of a Marketing Research Study Discovering Consumer Similarities;
specific marketing program. Editorial Author(s): Lovelock, Christopher H. (4454BC) Balance: How Justice,
revision of Note on Concept of the Publication Date: 06/18/1982 Equilibrium, and the Interplay of
Marketing Mix by N.H. Borden, Jr. Product Type: Note Elements Affect Consumer Thinking;
Subjects: Advertising campaigns; Abstract: Sketches the steps typically (4455BC) Transformation: How
Marketing mixes; Product development involved in developing a research project Changes in Substance and
and interpreting the findings, comments Circumstances Affect Consumer
Thinking; (4456BC) Journey: How the
Meeting of Past, Present, and Future presidents like Bill must justify major (HBR Case Study)
Affects Consumer Thinking; (4457BC) consulting projects. Worse, firms like Author(s): Buday, Robert
Container: How Inclusion, Exclusion, Flynn Fuller must sell themselves again Publication Date: 02/01/2003
and Other Boundaries Affect Consumer to GloBank. Jeff will have just one hour Product Type: Harvard Business
Thinking; (4459BC) Resource: How to try to sway Maloney, or his client will Review Article
Acquisitions and Their Consequences disappear. How can Jeff persuade Abstract: For ten years, Jeff Patterson's
Affect Consumer Thinking; (4460BC) Maloney that outside consultants are firm, Flynn Fuller Consulting, has worked
Control: How the Sense of Mastery, worth the cost? Jeff's presentation isn't a on projects for financial services giant
Vulnerability, and Well-Being Affects progress report or a pitch to a new client; GloBank. Now Jeff's contact, Bill
Consumer Thinking; (4461BC) Deep rather, it's a defense of Flynn Fuller's Holland, says another project is
Metaphors at Work: A Strategy for continuing added value. Jeff pulls imminent--good news for the recession-
Workable Wondering--Understanding together a team to make the case, but battered consultancy--but there's just
the Minds of Consumers. he hears as many approaches as there one problem: GloBank has an enigmatic
Subjects: NO are people in the room. May be used new CEO, H. Frank Maloney III. Brought
SUBJECTS(KEYWORDS) with: (R0302X) A Consultant's in to restore profitability, Maloney has
Length: 24p Comeuppance (HBR Case Study). been examining GloBank's bottom line,
List Price: $6.95 Industry Setting: Consulting firms looking for places to cut. The new CEO
Year New: 2007 Subjects: NO wants to slash GloBank's extensive use
SUBJECTS(KEYWORDS) of consultants, which means that division
554006 Length: 3p presidents like Bill must justify major
Title: Consolidated Drugs, Inc. Year New: 2005 consulting projects. Worse, firms like
Author(s): Raymond, Thomas J.C.; Flynn Fuller must sell themselves again
Borden NH Jr; R0302A to GloBank. Jeff will have just one hour
Publication Date: 06/01/1954 Title: A Consultant's Comeuppance to try to sway Maloney, or his client will
Product Type: Case (Field) (HBR Case Study and Commentary) disappear. How can Jeff persuade
Abstract: A new division sales manager Author(s): Buday, Robert; Bane, Maloney that outside consultants are
is surprised when one of the salesmen William P.; Van Berkel, Tom; Klein, worth the cost? Jeff's presentation isn't a
asks to retire early. He must decide how Peter; Stone, Tricia progress report or a pitch to a new client;
to reallocate the territories, a decision Publication Date: 02/01/2003 rather, it's a defense of Flynn Fuller's
which is complicated by an alleged Product Type: Harvard Business continuing added value. Jeff pulls
informal agreement about territories Review Article together a team to make the case, but
made between the former sales Abstract: For ten years, Jeff Patterson's he hears as many approaches as there
manager and two of the salesmen. firm, Flynn Fuller Consulting, has worked are people in the room. May be used
Geographic Setting: New York, NY on projects for financial services giant with: (R0302Z) A Consultant's
Industry Setting: Pharmaceutical GloBank. Now Jeff's contact, Bill Comeuppance (Commentary for HBR
industry Holland, says another project is Case Study).
Number of Employees: 9 imminent--good news for the recession- Subjects: NO
Event Year Start: 1952 battered consultancy--but there's just SUBJECTS(KEYWORDS)
Event Year End: 1952 one problem: GloBank has an enigmatic Length: 4p
Subjects: Employee training; new CEO, H. Frank Maloney III. Brought Year New: 2005
Management of change; Performance in to restore profitability, Maloney has
appraisal; Pharmaceuticals; Sales been examining GloBank's bottom line, 576083
compensation; Sales management looking for places to cut. The new CEO Title: Consumer Analysis
Length: 27p wants to slash GloBank's extensive use Author(s): Lovelock, Christopher H.
of consultants, which means that division Publication Date: 10/28/1975
R0302Z presidents like Bill must justify major Product Type: Note
Title: A Consultant's Comeuppance consulting projects. Worse, firms like Abstract: Discusses both consumer and
(Commentary for HBR Case Study) Flynn Fuller must sell themselves again industrial buying behavior. Intended to
Author(s): Buday, Robert; Bane, to GloBank. Jeff will have just one hour supplement case materials in an
William P.; Van Berkel, Tom; Klein, to try to sway Maloney, or his client will introductory case-oriented marketing
Peter; Stone, Tricia disappear. How can Jeff persuade course. Emphasizes the importance for
Publication Date: 02/01/2003 Maloney that outside consultants are marketing managers of understanding
Product Type: Harvard Business worth the cost? Jeff's presentation isn't a what consumer needs are, how
Review Article progress report or a pitch to a new client; consumers make decisions and what
Abstract: For ten years, Jeff Patterson's rather, it's a defense of Flynn Fuller's their buying and usage behavior is like.
firm, Flynn Fuller Consulting, has worked continuing added value. Jeff pulls Illustrations are provided as to how such
on projects for financial services giant together a team to make the case, but understanding may provide inputs to
GloBank. Now Jeff's contact, Bill he hears as many approaches as there decisions concerning all elements of the
Holland, says another project is are people in the room. marketing mix.
imminent--good news for the recession- Industry Setting: Consulting firms Subjects: Consumer behavior; Market
battered consultancy--but there's just Subjects: Financial services; HBR Case segmentation; Marketing mixes;
one problem: GloBank has an enigmatic Discussions; Marketing planning; Marketing strategy
new CEO, H. Frank Maloney III. Brought Marketing strategy Length: 6p
in to restore profitability, Maloney has Length: 8p
been examining GloBank's bottom line, NEW 503S19
looking for places to cut. The new CEO Title: Consumer Behavior Exercise (A),
wants to slash GloBank's extensive use R0302X Spanish Version
of consultants, which means that division Title: A Consultant's Comeuppance Author(s): Deighton, John; Fournier,
Susan research with first-hand understanding of

Publication Date: 08/25/1995 Length: 2p important concepts in consumer choice
Revision Date: 01/29/1997 domain (e.g., stages in the buying
Product Type: LACC Exercise 596040 process, decision-making roles, habit
Abstract: Students are instructed to Title: Consumer Behavior Exercise (B) versus deliberation). May be used with:
interview a recent purchaser of a low- Author(s): Deighton, John; Fournier, (596039) Consumer Behavior Exercise
involvement product or service in depth Susan (A); (596040) Consumer Behavior
about his/her buying decision. The Publication Date: 08/25/1995 Exercise (B); (596042) Consumer
exercise provides students with first- Revision Date: 01/29/1997 Behavior Exercise (D); (596043)
hand understanding of important Product Type: Exercise Consumer Behavior Exercise (E);
concepts in consumer choice domain Abstract: Students are instructed to (596044) Consumer Behavior Exercise
(e.g., stages in the buying process, interview a recent purchaser of a high- (F).
decision-making roles, habit versus involvement/utilitarian product or service Subjects: Consumer behavior; Market
deliberation). in depth about his/her buying decision. research
Subjects: Consumer behavior; Market The exercise provides students with first- Length: 2p
research hand understanding of important Supplementary Materials: Teaching
Length: 2p concepts in consumer choice domain Note, (597041), 14p, by Susan Fournier,
(e.g., stages in the buying process, John Deighton
596039 decision-making roles, habit versus
Title: Consumer Behavior Exercise (A) deliberation). May be used with: 503S22
Author(s): Deighton, John; Fournier, (596039) Consumer Behavior Exercise Title: Consumer Behavior Exercise (D),
Susan (A); (596041) Consumer Behavior Spanish Version
Publication Date: 08/25/1995 Exercise (C); (596042) Consumer Author(s): Deighton, John; Fournier,
Revision Date: 01/29/1997 Behavior Exercise (D); (596043) Susan
Product Type: Exercise Consumer Behavior Exercise (E); Publication Date: 08/25/1995
Abstract: Students are instructed to (596044) Consumer Behavior Exercise Revision Date: 01/29/1997
interview a recent purchaser of a low- (F). Product Type: LACC Exercise
involvement product or service in depth Subjects: Consumer behavior; Market Abstract: Students are instructed to
about his/her buying decision. The research interview a recent purchaser of a low-
exercise provides students with first- Length: 2p involvement product or service in depth
hand understanding of important Supplementary Materials: Teaching about his/her ownership and usage
concepts in consumer choice domain Note, (597041), 14p, by Susan Fournier, experiences. The exercise provides
(e.g., stages in the buying process, John Deighton students with first-hand understanding of
decision-making roles, habit versus important concepts in consumption
deliberation). May be used with: 503S21 domain (e.g., customer satisfaction,
(596040) Consumer Behavior Exercise Title: Consumer Behavior Exercise (C), product meaning, brand loyalty).
(B); (596041) Consumer Behavior Spanish Version Subjects: Consumer behavior; Market
Exercise (C); (596042) Consumer Author(s): Deighton, John; Fournier, research
Behavior Exercise (D); (596043) Susan Length: 2p
Consumer Behavior Exercise (E); Publication Date: 08/25/1995
(596044) Consumer Behavior Exercise Revision Date: 01/29/1997 596042
(F). Product Type: LACC Exercise Title: Consumer Behavior Exercise (D)
Subjects: Consumer behavior; Market Abstract: Students are instructed to Author(s): Deighton, John; Fournier,
research interview a recent purchaser of a high- Susan
Length: 2p involvement/ego-expressive product or Publication Date: 08/25/1995
Supplementary Materials: Teaching service in depth about his/her buying Revision Date: 01/29/1997
Note, (597041), 14p, by Susan Fournier, decision. The exercise provides students Product Type: Exercise
John Deighton with first-hand understanding of Abstract: Students are instructed to
important concepts in consumer choice interview a recent purchaser of a low-
503S20 domain (e.g., stages in the buying involvement product or service in depth
Title: Consumer Behavior Exercise (B), process, decision-making roles, habit about his/her ownership and usage
Spanish Version versus deliberation). experiences. The exercise provides
Author(s): Deighton, John; Fournier, Subjects: Consumer behavior; Market students with first-hand understanding of
Susan research important concepts in consumption
Publication Date: 08/25/1995 Length: 2p domain (e.g., customer satisfaction,
Revision Date: 01/29/1997 product meaning, brand loyalty). May be
Product Type: LACC Exercise 596041 used with: (596039) Consumer
Abstract: Students are instructed to Title: Consumer Behavior Exercise (C) Behavior Exercise (A); (596040)
interview a recent purchaser of a high- Author(s): Deighton, John; Fournier, Consumer Behavior Exercise (B);
involvement/utilitarian product or service Susan (596041) Consumer Behavior Exercise
in depth about his/her buying decision. Publication Date: 08/25/1995 (C); (596043) Consumer Behavior
The exercise provides students with first- Revision Date: 01/29/1997 Exercise (E); (596044) Consumer
hand understanding of important Product Type: Exercise Behavior Exercise (F).
concepts in consumer choice domain Abstract: Students are instructed to Subjects: Consumer behavior; Market
(e.g., stages in the buying process, interview a recent purchaser of a high- research
decision-making roles, habit versus involvement/ego-expressive product or Length: 2p
deliberation). service in depth about his/her buying Supplementary Materials: Teaching
Subjects: Consumer behavior; Market decision. The exercise provides students Note, (597041), 14p, by Susan Fournier,
John Deighton consumption domain (e.g., customer Publisher: California Management

satisfaction, product meaning, brand Review
503S23 loyalty). Abstract: Marketing tends to view
Title: Consumer Behavior Exercise (E), Subjects: Consumer behavior; Market technology as a means to meeting
Spanish Version research customer needs and desires. This view
Author(s): Deighton, John; Fournier, Length: 2p has led some marketers to focus
Susan perhaps too exclusively on the customer
Publication Date: 08/25/1995 596044 to the detriment of a deep understanding
Revision Date: 01/29/1997 Title: Consumer Behavior Exercise (F) of technology and its interaction with
Product Type: LACC Exercise Author(s): Deighton, John; Fournier, society. Drawing on the ideas of the
Abstract: Students are instructed to Susan philosophers Heidegger and Popper, this
interview a recent purchaser of a high- Publication Date: 08/25/1995 article contends that technology is more
involvement product or service in depth Revision Date: 01/29/1997 than a means to the end of satisfying
about his/her ownership and usage Product Type: Exercise consumer needs and wants--it is an
experiences. The exercise provides Abstract: Students are instructed to active force that frequently escapes the
students with first-hand understanding of interview a recent purchaser of a high- control of the marketer. Explores the
important concepts in consumption involvement/ego-expressive product or ways in which technologies, firms,
domain (e.g., customer satisfaction, service in depth about his/her ownership customers, and society interact and
product meaning, brand loyalty). and usage experiences. The exercise suggests how firms might adopt different
Subjects: Consumer behavior; Market provides students with first-hand strategies toward technology to take
research understanding of important concepts in advantage of these emergent
Length: 2p consumption domain (e.g., customer interactions.
satisfaction, product meaning, brand Subjects: NO
loyalty). May be used with: (596039) SUBJECTS(KEYWORDS)
596043
Consumer Behavior Exercise (A); Length: 20p
Title: Consumer Behavior Exercise (E)
(596040) Consumer Behavior Exercise Year New: 2006
Author(s): Deighton, John; Fournier,
Susan (B); (596041) Consumer Behavior
Publication Date: 08/25/1995 Exercise (C); (596042) Consumer 7853BC
Revision Date: 01/29/1997 Behavior Exercise (D); (596043) Title: Consumption: The Happiness of
Product Type: Exercise Consumer Behavior Exercise (E). Pursuit--The Implications for Marketing
Abstract: Students are instructed to Subjects: Consumer behavior; Market and Politics
interview a recent purchaser of a high- research Author(s): Quelch, John A.; Jocz,
involvement product or service in depth Length: 2p Katherine
about his/her ownership and usage Supplementary Materials: Teaching Publication Date: 12/28/2007
experiences. The exercise provides Note, (597041), 14p, by Susan Fournier, Product Type: HBS Press Chapter
students with first-hand understanding of John Deighton Abstract: While consumption is an
important concepts in consumption individual, private act, it affects the
domain (e.g., customer satisfaction, 2836 national wealth and international trade.
product meaning, brand loyalty). May be Title: Consumer Marketing Strategies Underconsumption depresses the
used with: (596039) Consumer (Paperback) economy, and overconsumption can
Behavior Exercise (A); (596040) Author(s): HBR produce financial distress for individuals,
Consumer Behavior Exercise (B); Publication Date: 12/01/1989 or overuse and damage of natural
(596041) Consumer Behavior Exercise Product Type: HBS Press Book resources and the environment. In this
(C); (596042) Consumer Behavior Abstract: This paperback collection of way, consumption becomes a matter of
Exercise (D); (596044) Consumer over 20 Harvard Business Review political debate. In the democracy of the
Behavior Exercise (F). articles shows how savvy marketers are marketplace, consumers may
Subjects: Consumer behavior; Market responding to the new rules of the increasingly choose to consume those
research consumer marketing game. The current products and services they consider to
Length: 2p edition includes selections on the be healthy and environmentally sound or
Supplementary Materials: Teaching fundamental changes in consumer otherwise socially valuable. In this
Note, (597041), 14p, by Susan Fournier, markets, getting the consumer product chapter, the authors reflect on the
John Deighton right the first time, building brands, and entanglements between consumption,
retailing tactics. HBR paperbacks are marketing, and politics.
regularly revised with recent articles. Subjects: NO
503S24
Industry Setting: Consumer products SUBJECTS(KEYWORDS)
Title: Consumer Behavior Exercise (F),
Subjects: Consumer goods; Consumer Length: 30p
Spanish Version
marketing; Marketing management; List Price: $6.95
Author(s): Deighton, John; Fournier,
Susan Marketing strategy
Publication Date: 08/25/1995 Length: 176p 4457BC
Revision Date: 01/29/1997 List Price: $35.00 Title: Container: How Inclusion,
Product Type: LACC Exercise Exclusion, and Other Boundaries Affect
Abstract: Students are instructed to CMR327 Consumer Thinking
interview a recent purchaser of a high- Title: Consuming Technology: Why Author(s): Zaltman, Gerald; Zaltman,
involvement/ego-expressive product or Marketers Sometimes Get It Wrong Lindsay
service in depth about his/her ownership Author(s): Berthon, Pierre R.; Mac Publication Date: 05/06/2008
and usage experiences. The exercise Hulbert, James; Pitt, Leyland Product Type: HBS Press Chapter
provides students with first-hand Publication Date: 11/01/2005 Abstract: Containers serve two basic
understanding of important concepts in Product Type: CMR Article functions: they keep things in and they
keep things out. This chapter looks at authors say, as access moves beyond Citibank, Nextel, Honda, Nokia, and
some of the many instances in which the the PC to shopping malls, retail stores, McDonald's, among others.
container, as a deep metaphor, affects airports, bus stations, and even cars. Subjects: NO
consumers' thinking and behavior. May The authors describe how the ubiquitous SUBJECTS(KEYWORDS)
be used with: (4451BC) Undressing the Internet will hasten the demise of the Length: 9p
Mind of the Consumer: Introduction to destination Web site--and open up scads Year New: 2007
Deep Metaphors; (4452BC) How to of opportunities to reach customers
Think Deeply: A Brief Guide to through marketing "mobilemediaries," CMR049
Overcoming Your Depth Deficit; such as smart cards, e-wallets, and bar Title: Continuous Learning About
(4453BC) Foundations of Deep code scanners. Markets
Metaphors: How Managers Benefit from Subjects: Brand management; Author(s): Day, George S.
Discovering Consumer Similarities; Consumer marketing; Direct marketing; Publication Date: 07/01/1994
(4454BC) Balance: How Justice, Marketing strategy; New economy; Product Type: CMR Article
Equilibrium, and the Interplay of Technological change; World Wide Web Publisher: California Management
Elements Affect Consumer Thinking; Length: 7p Review
(4455BC) Transformation: How BESTSELLER Abstract: Market-driven firms stand out
Changes in Substance and in their ability to continuously anticipate
Circumstances Affect Consumer SMR236 market opportunities and respond before
Thinking; (4456BC) Journey: How the Title: The Continuing Power of Mass their competitors. The market learning
Meeting of Past, Present, and Future Advertising processes in these firms are
Affects Consumer Thinking; (4458BC) Author(s): Nunes, Paul F.; Merrihue, distinguished by: open-minded inquiry
Connection: How the Need to Relate to Jeffrey based on the belief that all decisions are
Oneself and Others Affects Consumer Publication Date: 01/01/2007 made from the market back; widespread
Thinking; (4459BC) Resource: How Product Type: SMR Article information distribution that ensures that
Acquisitions and Their Consequences Abstract: For several years now, relevant facts are available when
Affect Consumer Thinking; (4460BC) marketers have been urged to embrace needed; mutually informed mental
Control: How the Sense of Mastery, one-to-one marketing and to offer micro- models that guide interpretation and
Vulnerability, and Well-Being Affects segmented consumers customized ensure that everyone pays attention to
Consumer Thinking; (4461BC) Deep products and services through targeted the essence and potential of the
Metaphors at Work: A Strategy for outreach. While the "market of one" information; and an accessible memory
Workable Wondering--Understanding approach can pay off, say the authors, it of what has been learned. However,
the Minds of Consumers. requires a significant upfront investment, mastery of all the steps in the learning
Subjects: NO including: implementing customer process is rare. Most firms suffer
SUBJECTS(KEYWORDS) relationship management software disabilities at one or more stages.
Length: 25p applications; filtering, enhancing, and Overcoming these learning disabilities
List Price: $6.95 cleaning customer data; and and enhancing market learning
Year New: 2007 personalizing interactions (e-mail, billing, competency is an important
offers, and so on). These activities take management challenge.
R00608 time and the coordination of multiple Subjects: Market analysis; Market
Title: Contextual Marketing: The Real parts of the organization (marketing, research; Marketing management
Business of the Internet customer service, sales, information Length: 23p
Author(s): Kenny, David; Marshall, John technology), which can be daunting for
F. companies trying to react quickly to a 4460BC
Publication Date: 11/01/2000 changing environment. In addition, those Title: Control: How the Sense of
Product Type: Harvard Business systems have often produced Mastery, Vulnerability, and Well-Being
Review Article disappointing results because their use Affects Consumer Thinking
Abstract: The painful truth is that the was not well integrated with corporate Author(s): Zaltman, Gerald; Zaltman,
Internet has been a letdown for most strategy. Also, micro-marketing strategy, Lindsay
companies--largely because the on its own, is too narrow. Companies still Publication Date: 05/06/2008
dominant model for Internet commerce, need to reach broad groups of people Product Type: HBS Press Chapter
the destination Web site, doesn't suit the with messages that are not dependent Abstract: Acquiring mastery over
needs of those companies or their on an individual's decision to open an matters that affect us is a powerful
customers. Most consumer product envelope (whether virtual or physical), motivation, and the extent to which we
companies don't provide enough value pick up the phone, or click on a box. But do or do not have that mastery greatly
or dynamic information to induce broad-based, broadcast media is affects our sense of well-being. This
customers to make the repeat visits--and ineffective and expensive. Fortunately, chapter looks at control as a powerful
disclose the detailed information--that there are alternative solutions, such as lens through which consumers view the
make such sites profitable. Instead of one-to-one targeting and the world. May be used with: (4451BC)
trying to create destinations that people broadcasting of 30-second television Undressing the Mind of the Consumer:
will come to, companies need to use the spots. The author's research on trends in Introduction to Deep Metaphors;
power and reach of the Internet to marketing spending and consumer (4452BC) How to Think Deeply: A Brief
deliver tailored messages and attitudes about advertising reveals four Guide to Overcoming Your Depth Deficit;
information to customers. Companies strategies available to companies that (4453BC) Foundations of Deep
have to become what the authors call want to reach broad groups of people Metaphors: How Managers Benefit from
"contextual marketers." Delivering the without breaking their marketing budget. Discovering Consumer Similarities;
most relevant information possible to The strategies are liberally illustrated (4454BC) Balance: How Justice,
consumers in the most timely manner with examples from Nike, Microsoft, Equilibrium, and the Interplay of
possible will become feasible, the UBS, Delta, Sony, Procter & Gamble, Elements Affect Consumer Thinking;
(4455BC) Transformation: How share, etc. Warren has the problem of revenues
Changes in Substance and allocating a reduced sales and Subjects: Fast food industry; Market
Circumstances Affect Consumer promotions budget among the product research; Restaurants
Thinking; (4456BC) Journey: How the managers. He turns to a major cross- Length: 17p
Meeting of Past, Present, and Future industry study of industrial advertising
Affects Consumer Thinking; (4457BC) policies for guidance. 599113
Container: How Inclusion, Exclusion, Geographic Setting: Midwestern United Title: The Coop: Market Research
and Other Boundaries Affect Consumer States Author(s): Bolton, Ruth; Moon,
Thinking; (4458BC) Connection: How Industry Setting: Industrial goods, Youngme
the Need to Relate to Oneself and machinery & equipment industries Publication Date: 03/15/1999
Others Affects Consumer Thinking; Gross Revenues: $2 billion sales Revision Date: 08/24/1999
(4459BC) Resource: How Acquisitions Subjects: Advertising; Industrial Product Type: Case (Gen Exp)
and Their Consequences Affect markets; Market research; Models; Abstract: Daryl Buckmeister, CEO of
Consumer Thinking; (4461BC) Deep Policy making; Product management The Chicken Coop, must decide whether
Metaphors at Work: A Strategy for Length: 24p to invest in market research, how much
Workable Wondering--Understanding money to spend, and which programs to
the Minds of Consumers. 576173 fund. His two vice presidents (of quality
Subjects: NO Title: Coolidge Bank and Trust Co. and marketing) have presented very
SUBJECTS(KEYWORDS) Author(s): Lovelock, Christopher H. different proposals.
Length: 22p Publication Date: 02/01/1976 Geographic Setting: United States
List Price: $6.95 Revision Date: 01/30/1987 Industry Setting: Restaurant industry
Year New: 2007 Product Type: Case (Field) Gross Revenues: $58.9 million
Abstract: Coolidge Bank is a young and revenues
BH118 innovative commercial bank in the Subjects: Fast food industry; Market
Title: Controlled Infection! Spreading the Boston area. Its president is debating research; Restaurants
Brand Message Through Viral Marketing the introduction of NOW accounts, which Length: 14p
Author(s): Dobele, Angela; Toleman, are interest-bearing checking accounts
David; Beverland, Michael that may be legally offered by both thrift 504S23
Publication Date: 03/15/2005 banks (savings and loans, etc.) and Title: Cooper Pharmaceuticals, Inc.,
Product Type: Business Horizons commercial banks. With a substantial Spanish Version
Article number of thrift banks offering NOW Author(s): Cespedes, Frank V.
Publisher: Business Horizons/Indiana accounts and the concept starting to Publication Date: 05/07/1990
University grow among commercial banks in Revision Date: 10/05/1993
Abstract: Viral marketing uses Massachusetts, Coolidge Bank has to Product Type: LACC Case
electronic communications to trigger decide its strategy. Seventeen pages of Abstract: Traces the 12-year career of a
brand messages throughout a exhibits include data on Coolidge, pharmaceutical salesperson, Bob Marsh,
widespread network of buyers. Often, sample advertising, and federal reserve from recruitment to termination. Mr.
the process is portrayed as a random, bank statistics on NOW account activity Marsh has had an uneven career with
ground-up phenomenon over which in Massachusetts. Cooper Pharmaceuticals, Inc. (CPI) and,
marketers have little control. But an Geographic Setting: Massachusetts after a probationary period, is asked to
examination of successful viral Industry Setting: Commercial banking resign. Following his termination, a
marketing cases reveals a number of Gross Revenues: $127 million assets number of Marsh's former customers
strategies underpinning this chaotic Subjects: Commercial banking; complain vigorously, and CPI's vice
phenomenon, providing insight into how Marketing strategy; Pricing strategy; president of sales is asked to investigate
marketers can use it to position their Product lines; Sales promotions the matter and to decide what, if
brands, change their image, and Length: 20p anything, to do about it. A rewritten
increase adoption rates. Successful viral Supplementary Materials: Teaching version of an earlier case by D.A.
marketing campaigns have an engaging Note, (577074), 13p, by Christopher H. Newton.
message that involves imagination, fun, Lovelock Geographic Setting: United States
and intrigue; encourages ease of use Industry Setting: Pharmaceutical
and visibility; targets credible sources; 503S34 industry
and leverages combinations of Title: The Coop: Market Research, Gross Revenues: $1 billion assets
technology. Spanish Version Subjects: Industrial markets; Marketing
Subjects: Brand management; Brands; Author(s): Bolton, Ruth; Moon, implementation; Marketing management;
Marketing strategy Youngme Marketing organization;
Length: 7p Publication Date: 03/15/1999 Pharmaceuticals; Sales management
Year New: 2005 Revision Date: 08/24/1999 Length: 10p
583045 Abstract: Daryl Buckmeister, CEO of 590111
Title: Convection Corp. (A) The Chicken Coop, must decide whether Title: Cooper Pharmaceuticals, Inc.
Author(s): Clarke, Darrel G.; Lilien G to invest in market research, how much Author(s): Cespedes, Frank V.
Publication Date: 10/21/1982 money to spend, and which programs to Publication Date: 05/07/1990
Revision Date: 09/11/1986 fund. His two vice presidents (of quality Revision Date: 10/05/1993
Product Type: Case (Field) and marketing) have presented very Product Type: Case (Field)
Abstract: Paul Warren supervises four different proposals. Abstract: Traces the 12-year career of a
product managers for heavy industrial Geographic Setting: United States pharmaceutical salesperson, Bob Marsh,
products. The product mix includes new Industry Setting: Restaurant industry from recruitment to termination. Mr.
products, old products, high share, low Gross Revenues: $58.9 million Marsh has had an uneven career with
Cooper Pharmaceuticals, Inc. (CPI) and, (5239BC) You're Five Steps Away from Author(s): Deshpande, Rohit; Herrero,
after a probationary period, is asked to Having a Customized Brand; (8280BC) Gustavo A.
resign. Following his termination, a Core Brand Message: How to Build a Publication Date: 11/18/2002
number of Marsh's former customers Unique Brand; (8281BC) Brand Revision Date: 03/24/2003
complain vigorously, and CPI's vice Personality: How to Build a Unique Product Type: Supplement (Field)
president of sales is asked to investigate Brand; (8282BC) Brand Icons: How to Abstract: Supplements the (A) case.
the matter and to decide what, if Build a Unique Brand; (8283BC) Your Must be used with: (502023) Corona
anything, to do about it. A rewritten Brand Roadmap: How to Build a Unique Beer (A).
version of an earlier case by D.A. Brand. Subjects: Beverages; Brands;
Newton. Subjects: NO Marketing strategy
Geographic Setting: United States SUBJECTS(KEYWORDS) Length: 2p
Industry Setting: Pharmaceutical Length: 28p NEW
industry List Price: $6.95
Gross Revenues: $1 billion assets Year New: 2007 250X
Subjects: Industrial markets; Marketing Title: Corporate Identity: Making
implementation; Marketing management; 502023 Business Strategy Visible Through
Marketing organization; Title: Corona Beer (A) Design (Hardcover)
Pharmaceuticals; Sales management Author(s): Deshpande, Rohit; O'Neil- Author(s): Olins, Wally
Length: 10p Massaro, Kirsten J.; Herrero, Gustavo A. Publication Date: 10/15/1990
Supplementary Materials: Teaching Publication Date: 11/29/2001 Product Type: HBS Press Book
Note, (591027), 17p, by Frank V. Revision Date: 06/30/2004 Abstract: This book is a fascinating
Cespedes Product Type: Color Case account of the role image has played in
Abstract: In early June 1997, the CEO organizations ranging from Napoleon's
8280BC and vice chairman of Grupo Modelo empire to the Confederate States of
Title: Core Brand Message: How to were reviewing the performance of America to modern corporations such as
Build a Unique Brand Corona beer in the U.S. market. Despite Coca-Cola, BMW, Apple, and Sony.
Author(s): Moser, Mike a much higher sales volume growth rate, Olins demonstrates how identity is
Publication Date: 02/13/2003 Corona still trailed Heineken, the #1 crucial to market share, how it plays a
Product Type: HBS Press Chapter imported beer brand in the U.S. market. central role in expansion and
Abstract: The core brand message is Could Corona overtake Heineken and, if diversification, how it is vital to both
the key message that your company will so, what marketing strategy changes effective recruitment and the way people
be communicating to all its audiences. needed to be made? Includes color work together inside a company, and
All other messages coming from the exhibits. how it is directly related to profitability.
company will be offshoots of this Geographic Setting: Mexico; United Corporate Identity makes a convincing
message. This chapter will take you States case for the importance of corporate
through a process that will ensure that Industry Setting: Beef industry image to a company's success. Identity
the brand message you come up with Subjects: Beverages; Brands; must have a secure place in the hearts
will work in the marketplace for years to Marketing strategy and minds of managers, along with
come. May be used with: (5239BC) Length: 24p finance, research and development,
You're Five Steps Away from Having a Supplementary Materials: Supplement product quality, personnel management,
Customized Brand; (8279BC) Core (Field), (503037), 2p, by Rohit and other corporate assets. As Olins
Brand Values: How to Build a Unique Deshpande, Gustavo A. Herrero observes, "In the end, it is economic
Brand; (8281BC) Brand Personality: power that wins the day. But economic
How to Build a Unique Brand; (8282BC) 503S01 power derives increasingly from moral,
Brand Icons: How to Build a Unique Title: Corona Beer (A), Spanish Version aesthetic, and cultural power. The
Brand; (8283BC) Your Brand Roadmap: Author(s): Deshpande, Rohit; O'Neil- organizations that can marshall these
How to Build a Unique Brand. Massaro, Kirsten J.; Herrero, Gustavo A. strengths will lead the world in the
Subjects: NO Publication Date: 08/09/2002 twenty-first century." A paperback
SUBJECTS(KEYWORDS) Product Type: LACC Case version is available: Order No. 3689,
Length: 32p Abstract: In early June 1997, the CEO $29.95.
List Price: $6.95 and vice chairman of Grupo Modelo Industry Setting: Advertising industry;
Year New: 2007 were reviewing the performance of Communications industry
Corona beer in the U.S. market. Despite Subjects: Advertising; Brand equity;
8279BC a much higher sales volume growth rate, Brand management; Brands;
Title: Core Brand Values: How to Build Corona still trailed Heineken, the #1 Communications industry; Corporate
a Unique Brand imported beer brand in the U.S. market. strategy; Marketing management;
Author(s): Moser, Mike Could Corona overtake Heineken and, if Marketing strategy; Packaging; Product
Publication Date: 02/13/2003 so, what marketing strategy changes positioning; Public relations
Product Type: HBS Press Chapter needed to be made? Length: 350p
Abstract: This chapter will help you Geographic Setting: Mexico; United List Price: $60.00
articulate your company's core brand States
values, which make up the foundation Industry Setting: Beef industry 3689
for every decision your company Subjects: Beverages; Brands; Title: Corporate Identity: Making
makes--from the kind of people you hire, Marketing strategy Business Strategy Visible Through
to the kinds of customers you pursue, to Length: 26p Design (Paperback)
the marketing decisions you make. A Author(s): Olins, Wally
worksheet to guide you through the 503037 Publication Date: 09/09/1992
process is included. May be used with: Title: Corona Beer (B) Product Type: HBS Press Book
Abstract: This book is a fascinating Length: 10p to implement creative pricing strategies
account of the role image has played in that go beyond traditional price cutting.
organizations ranging from Napoleon's 589087 Another is bundling--packaging a
empire to the Confederate States of Title: Corporate Positioning: How to product with other goods and services in
America to modern corporations such as Assess--and Build--A Company's order to obscure the product's costs. But
Coca-Cola, BMW, Apple, and Sony. Reputation the best way of countering cost
Olins demonstrates how identity is Author(s): Kosnik, Thomas J. transparency is through innovation,
crucial to market share, how it plays a Publication Date: 02/13/1989 Sinha says. Consumers will always
central role in expansion and Product Type: Note reward makers of new and distinctive
diversification, how it is vital to both Abstract: Provides a framework for products that improve their lives.
effective recruitment and the way people assessing and enhancing an Subjects: Brand management;
work together inside a company, and organization's reputation. Points out two Consumer marketing; Electronic
how it is directly related to profitability. dimensions of a corporate image-- commerce; Internet; Marketing strategy;
Corporate Identity makes a convincing visibility and credibility. Discusses Pricing
case for the importance of corporate several critical issues that must be Length: 6p
image to a company's success. Identity addressed in building an image. Finally,
must have a secure place in the hearts provides an assessment of how well 4738
and minds of managers, along with various marketing tactics build visibility Title: Cost Transparency: The Net's
finance, research and development, and credibility. Based on observations of Threat to Prices and Brands (HBR
product quality, personnel management, corporate positioning issues in five OnPoint Enhanced Edition)
and other corporate assets. As Olins industries: management consulting, Author(s): Sinha, Indrajit
observes, "In the end, it is economic public accounting, computer hardware, Publication Date: 09/01/2000
power that wins the day. But economic computer software, and systems Product Type: HBR OnPoint Article
power derives increasingly from moral, integration. Abstract: There is much euphoria about
aesthetic, and cultural power. The Subjects: Communication strategy; the possibilities offered by e-commerce.
organizations that can marshall these Marketing management; Professionals; Consumers envision lower prices and
strengths will lead the world in the Services easy shopping; investors imagine
twenty-first century." A hardcover Length: 13p cashing in on Internet IPOs; and start-
version is available: Order No. 250X, ups want their business model to be the
$50.00. one that transforms an industry. But
R00210
Industry Setting: Advertising industry; beneath all the excitement lies a
Title: Cost Transparency: The Net's
Communications industry sobering reality: the Internet represents
Threat to Prices and Brands
Subjects: Advertising; Brand equity; the biggest threat thus far to a
Author(s): Sinha, Indrajit
Brand management; Brands; company's ability to brand its products,
Communications industry; Corporate extract price premiums from buyers, and
Product Type: Harvard Business
strategy; Marketing management; generate high profit margins. Indrajit
Review Article
Marketing strategy; Packaging; Product Sinha explains that this threat comes
Abstract: There is much euphoria about
positioning; Public relations from what economists call cost
the possibilities offered by e-commerce.
Length: 224p transparency, a situation made possible
Consumers envision lower prices and
List Price: $29.95 by the abundance of free, easily
easy shopping; investors imagine
cashing in on Internet IPOs; and start- obtained information on the Internet.
91409 ups want their business model to be the Pricing information is the most prevalent,
Title: Corporate Imagination and one that transforms an industry. But but consumers can also find a wealth of
Expeditionary Marketing beneath all the excitement lies a material about product quality, supplier
Author(s): Hamel, Gary; Prahalad, C. K. sobering reality: the Internet represents reliability, service offerings, and much
Publication Date: 07/01/1991 the biggest threat thus far to a more. All that information makes sellers'
Product Type: Harvard Business company's ability to brand its products, costs more transparent to buyers. It lets
Review Article extract price premiums from buyers, and them see through manufacturing costs
Abstract: In the 1990s, competitive generate high profit margins. Indrajit and determine whether those costs are
success will come from building and Sinha explains that this threat comes in line with the prices being charged.
dominating fundamentally new markets. from what economists call cost That will make it much harder for
Core competencies are one prerequisite transparency, a situation made possible companies, whether they are on-line or
for creating these new markets. by the abundance of free, easily not, to impose large price premiums.
Corporate imagination and expeditionary obtained information on the Internet. What can companies do to fight back?
marketing are the keys that unlock the Pricing information is the most prevalent, Sinha suggests several options. One is
markets. Corporate imagination is but consumers can also find a wealth of to implement creative pricing strategies
unleashed when companies escape the material about product quality, supplier that go beyond traditional price cutting.
tyranny of their served markets, think reliability, service offerings, and much Another is bundling--packaging a
about needs and functionalities instead more. All that information makes sellers' product with other goods and services in
of marketing's more conventional costs more transparent to buyers. It lets order to obscure the product's costs. But
customer-product grid, overturn tradition them see through manufacturing costs the best way of countering cost
price-performance assumptions, and and determine whether those costs are transparency is through innovation,
lead customers rather than follow them. in line with the prices being charged. Sinha says. Consumers will always
Subjects: Creativity; Innovation; That will make it much harder for reward makers of new and distinctive
Marketing strategy; New product companies, whether they are on-line or products that improve their lives.
marketing; Product development; not, to impose large price premiums. Subjects: Brand management;
Product management; Research & What can companies do to fight back? Consumer marketing; Electronic
development Sinha suggests several options. One is commerce; Internet; Marketing strategy;
Pricing in the retailing of packaged goods has marketing; Textiles

Length: 10p shifted from manufacturers to Length: 25p
List Price: $6.50 wholesalers and sellers. One result has Supplementary Materials: Supplement
been an increase in consumer and trade (Field), (591067), 12p, by Stephen A.
83401 promotion. But many trade promotion Greyser, John L. Teopaco
Title: Cost-Conscious Marketing practices are costly to manufacturers,
Research retailers, and eventually consumers. The F0511C
Author(s): Andreasen, Alan R. authors single out forward buying in the Title: Crap Circles
Publication Date: 07/01/1983 grocery trade and offer evidence of the Author(s): Morse, Gardiner
Product Type: Harvard Business costs of this practice to the distribution Publication Date: 11/01/2005
Review Article system as a whole. They suggest a Product Type: Harvard Business
Abstract: Many small businesses and policy called "everyday low purchase Review Article
nonprofit organizations avoid doing price", designed to smooth the peaks Abstract: The most dubious business
marketing research because they have and valleys of demand and reduce the plans can appear solid, even smart,
at least five misconceptions about it: the costs of distribution. when illustrated with snappy circle-and-
big decision myth; the survey myopia Industry Setting: Advertising industry; arrow graphics. Look closely, though,
myth; the big bucks myth; the Retail industry and you'll see that many of these
sophisticated researcher myth; and the Subjects: Advertising; Industry analysis; diagrams are full of it.
most research is not read myth. Marketing management; Retailing; Sales Geographic Setting: Boston, MA;
Subjects: Market research; Nonprofit promotions Canada; United States
organizations; Small business Length: 8p Industry Setting: Accounting firms;
Length: 5p Software industry; Solar energy
594031 Subjects: NO
599041 Title: Cott Corp.: Private Label in the SUBJECTS(KEYWORDS)
Title: Costco Companies, Inc. 1990s Length: 2p
Author(s): Bell, David E.; Leamon, Ann Author(s): Goldberg, Ray A.; Kaplan, Year New: 2005
Publication Date: 09/14/1998 Robert S.; Daniels, Donald
Revision Date: 07/12/1999 Publication Date: 09/23/1993 U0003B
Product Type: Case (Field) Revision Date: 12/13/1993 Title: A Crash Course in Customer
Abstract: Costco Companies, one of the Product Type: Case (Field) Relationship Management
major players in the wholesale club Abstract: Private label cola, Cott, gets Publication Date: 03/01/2000
industry, has developed a new class of 30% of the market in Canada. How does Product Type: Harvard Management
membership that offers discounted it move into the U.S. market? How do Update Article
services--auto, health, and home retailers evaluate its benefit costs? Does Abstract: It's the marketer's newest set
insurance, business credit card Cott use an existing structure or build of tools--but not every company needs it.
processing, real estate services--in new ones? Does Cott diversify from Customer relationship management
exchange for a higher annual fee ($100 drink to snack foods? (CRM) is markedly different from past
vs. $40). The case poses two questions: Geographic Setting: Global marketing strategies. CRM allows a
1) how should the new membership be Industry Setting: Food & beverage company to identify customers,
marketed, to whom, and how much industries differentiate them in terms of their needs
should be spent on the effort? and 2) Gross Revenues: $250 million and value, interact with them, and
what are the potential risks and benefits revenues customize some aspect of its products or
for Costco, which generated $22 billion Subjects: Beverages; Brands; Canada; services to meet those customers'
in 1997 selling products in bulk, in Consumer marketing needs. This article covers the basics of
offering services? Which question is Length: 29p CRM and includes sidebars on CRM
emphasized depends on whether the metrics, the technology behind CRM,
case is taught in a marketing or a 587110 and a discussion of what kinds of
retailing course. Title: Crafted with Pride in U.S.A. companies should be using CRM.
Geographic Setting: United States Council Subjects: Customer relations; Marketing
Industry Setting: Retail industry Author(s): Greyser, Stephen A.; management; Marketing strategy
Number of Employees: 55,000 Teopaco, John L. Length: 3p
Gross Revenues: $22 billion revenues Publication Date: 05/13/1987 List Price: $4.50
Subjects: Brand equity; Marketing Revision Date: 05/13/1991
strategy; Retailing; Services; Product Type: Case (Field) 6289BC
Wholesaling Abstract: Marketing executives are Title: Create Winning Marketing in a Silo
Length: 21p deciding on a message strategy for a World
Supplementary Materials: Teaching prospective advertising campaign to help Author(s): Aaker, David
Note, (599088), 7p, by David E. Bell the U.S. textile/apparel industry convince Publication Date: 10/21/2008
consumers and retailers to buy U.S.- Product Type: HBS Press Chapter
90201 made apparel products. A three-year Abstract: Organizations need brilliant,
Title: The Costly Bargain of Trade $40 million campaign is planned. break-out-of-the-clutter marketing
Promotion Extensive research information from programs directed at priority markets,
Author(s): Buzzell, Robert D.; Quelch, consumers and retailers is available to especially in these days of media
John A.; Salmon, Walter J. assist the executives. fragmentation. Great marketing is not
Publication Date: 03/01/1990 Geographic Setting: United States only cost effective, but will bring silos
Product Type: Harvard Business Industry Setting: Textile industry together. The challenge is how to rise
Review Article Company Size: small above good to superior in silo markets
Abstract: Over the last decade, power Subjects: Advertising; Consumer while creating synergy and leveraging
the scope of the organization. This public and private networks, be used with: (2556BC) Marketing
chapter looks at ways of making silos communications systems and software, Strategy: How it Fits with Business
assets instead of hindrances in creating consumer and business telephone Strategy; (2572BC) Competitive
outstanding cross-silo marketing. systems, and microelectronics Analysis: Understand Your Opponents;
Subjects: NO components. Given that AT&T was one (2580BC) Market Customization: Market
SUBJECTS(KEYWORDS) of the largest, oldest, and best known Segmentation, Targeting, and
Length: 29p corporations in the world, the new "S&T" Positioning; (2599BC) Developing New
List Price: $6.95 company's management was faced with Products and Services: The Marketer's
a series of strategic issues which had to Role; (2602BC) Branding:
107XC be resolved quickly. Presents the Differentiation that Customers Value;
Title: Creating Customer-Centric process used by the company and its (2610BC) The Right Customers:
Cultures: Lessons from High- corporate identity consultants to identify Acquisition, Retention, and
Performance Organizations corporate values that were important in Development; (2629BC) Pricing It Right:
Author(s): Deshpande, Rohit the marketplace, to create a name for Strategies, Applications, and Pitfalls;
Publication Date: 10/01/2005 the company, to design a logo and (2637BC) Integrated Marketing
Product Type: Faculty Seminar Video identity system, and to implement the Communications: Creativity,
Abstract: What kinds of corporate strategy. Also provides an opportunity to Consistency, and Effective Resource
cultures are common to best-performing follow the process used by a company at Allocation; (2645BC) Interactive
organizations? Does being customer the time of change in its identity and Marketing: New Channel, New
focused really matter? Professor Rohit positioning in the marketplace. Such Challenge; (2653BC) Marketing Across
Deshpande describes revolutionary change may come as the result of a Borders: It's a Big, Big World.
changes in marketing that lead to more merger, acquisition, new alliance or, as Subjects: NO
customer-centric organizations, where in this case, the result of a spin-off. SUBJECTS(KEYWORDS)
customers are everybody's responsibility Comparing this process to the one Length: 16p
and the language of the customer is key. generally followed in the formation of a List Price: $6.95
Approaching marketing as a cultural truly new "start-up" venture; analyzing Year New: 2006
challenge is a hallmark of the most the effect of business, financial, and
successful high-performance companies regulatory pressures on the process; BH294
in the world. and examining the role of consultants Title: Creating emotions via B2C
Subjects: NO and research in the development of a websites
SUBJECTS(KEYWORDS) name and visual identity for the Author(s): Jones, Marilyn Y.; Spence,
Length: 48 min company. Comparisons to current Mark T.; Vallaster, Christine
Year New: 2005 publicized examples of identity change Publication Date: 09/15/2008
can foster meaningful debate in the Product Type: Case (Field)
classroom. May be used with: (500060) Publisher: Business Horizons/Indiana
501039
Computer Power Group: Designing University
Title: Creating Value
Brand Architecture; (501007) Renaming Abstract: Compared to offline media
Author(s): Deshpande, Rohit
Computer Power Group; (500055) communications, business-to-consumer
Claiborne Asks Web Surfers to Name (B2C) websites possess unique
Product Type: Note
New Line; (500054) Selecting a New characteristics that affect the likelihood
Abstract: Creating value involves
Name for Security Capital Pacific Trust; of generating emotional reactions to the
understanding consumers/customers
(500066) Naming the Edsel. web experience itself, the brand, fellow
and bringing this knowledge into the
Geographic Setting: United States customers, and employees of the firm.
organization. Market-driven and market-
Industry Setting: Telecommunications The emotion-causing antecedents
driving strategies are contrasted in the
industry elucidated in this article are the website's
context of new product development.
Subjects: Brands; Consulting; Design vividness, interactivity, challenge,
Subjects: Marketing strategy; Product
management; High technology products; interaction speed, machine memory, and
development
Market positioning allowable social interactions. Depending
Length: 6p
Length: 15p on how a website performs on these
Supplementary Materials: Teaching dimensions, positive or negative
DMI001 Note, (DMI002), 5p, by Stephen A. emotions may result. For example, using
Title: Creating a Corporate Identity for a Greyser, Peter L. Phillips machine memory to automatically
$20 Billion Start-up: Lucent
generate purchase recommendations
Technologies
2564BC based on prior consumption patterns
Author(s): Greyser, Stephen A.;
Title: Creating a Marketing Plan: An may be perceived as pleasantly
Phillips, Peter L.
Overview surprising, while a firm sending
Publication Date: 11/21/2005 unsolicited emails based on a user's
Product Type: HBS Press Chapter cookie trail may be annoying.
Publisher: Design Management
Abstract: Effective marketing cannot Regardless of the valence of the
Institute
begin without an effective marketing resultant emotion, the feelings generated
Abstract: The creation of Lucent
plan. The marketing plan serves to may attach to the brand. Because a goal
Technologies was the result of AT&T's
define the opportunity, the strategy, the of brand managers is to get consumers
"trivestiture" in 1995. In this split, three
budget, and the expected results of to associate positive emotions with a
companies were formed: AT&T, a $50
product sales. In this chapter, the brand, a pre-condition to developing and
billion telecommunications services
individual elements that comprise the managing a website is understanding
company; NCR, a computer firm; and
plan are introduced, as are details on these emotion evoking antecedents and
an unnamed $20 billion "Systems and
how to implement adequate research in their ramifications.
Technology" company that designed,
considering each decision therein. May Industry Setting: Internet & online
built, and delivered a wide range of
services industries; Retail industry Author(s): Goldberg, Ray A.; Smith, improving accessibility to various art
Subjects: NO Stephen K. forms, and learning how to better meet
SUBJECTS(KEYWORDS) Publication Date: 08/15/1986 the needs of specific audience segments
Length: 10p Product Type: Case (Field) and contributors. To accomplish this,
Abstract: A small entrepreneurial they must develop a better
999006 catering firm is at the forefront of understanding of their own business and
Title: Creating the Customer-Centric changes in consumer eating habits. of the interests, attitudes, and
Team: Coordinating Sales & Marketing Should it continue its success by either motivations of their customers. They
Author(s): Shapiro, Benson P. internal expansion, joint venture, or must professionalize their marketing and
Publication Date: 02/25/2002 acquisition by another firm? management skills and learn to be
Product Type: Note Geographic Setting: Boston, MA accountable to all their publics: their
Abstract: Focuses on the coordination Industry Setting: Food services artists, their funders, and their
of marketing and sales--two functions Gross Revenues: $10 million revenues audiences. Then they can create
that seem alike but are, in practice, Subjects: Expansion; Growth strategy; offerings, services, and messages to
difficult to integrate. Briefly explains the Services; Supermarkets which the target audience will
challenges to coordination and provides Length: 29p enthusiastically respond, without
some solutions. compromising their artistic integrity.
Subjects: Marketing management; KEL005 Industry Setting: Arts administration;
Marketing organization; Organizational Title: Credit Solicitations as Market Entertainment industry; Performing arts
design; Organizational structure; Sales Experiments in the U.S. Credit Card Subjects: Arts administration;
management; Sales organization Industry Entertainment industry; Marketing
Length: 4p Author(s): Al-Najjar, Nabil; Besanko, strategy; Nonprofit organizations
David; Uchoa, Roberto Length: 25p
HKU554 Publication Date: 01/01/2003
Title: Creative Advertising: Sunday Revision Date: 02/13/2003 578197
Communications Ltd. Product Type: Case (Pub Mat) Title: Cronin's
Author(s): Hung, Kineta; Park, Monica Abstract: Describes market Author(s): Cady, John F.
Publication Date: 01/04/2006 experiments conducted by a major credit Publication Date: 05/01/1978
Product Type: Case (Field) card issuer. In a typical experiment, the Revision Date: 08/01/1978
Publisher: University of Hong Kong issuer sends out hundreds of thousands Product Type: Case (Field)
Abstract: Mobile network operator of solicitations based on information Abstract: Describes a situation facing a
Sunday Communications Ltd. burst onto received from credit reporting agencies large regional department store with
the scene in 1997 with an innovative (e.g., credit score, past delinquencies, declining market share in some
approach to branding and promotion. Its etc.). Selection bias is striking: the merchandising categories and a
"feels like Sunday" series of television average risk profile of those responding generally low share among younger and
commercials depicting irreverent to higher interest rates is significantly less affluent consumers. Students must
attitudes and typical person-presenters worse than that of respondents to lower utilize consumer demographic, life cycle,
struck a chord with Hong Kong rates. Tracking respondents for 27 and attitude data, in conjunction with
customers and generated an initial months after the experiment, operating data, to choose among
interest that surpassed expectations for respondents to higher rates displayed alternative strategies for market share
the late-entry mobile network provider. significantly higher delinquency and growth.
Encouraging initial sales figures coupled bankruptcy rates. Based on a research Industry Setting: Retail industry
with a highly visible brand positioned paper by Larry Ausubel. Company Size: mid-size
Sunday to be a serious contender within Geographic Setting: United States Gross Revenues: $300 millions sales
the acutely competitive mobile phone Industry Setting: Credit card Subjects: Consumer marketing;
sector. But despite its successes, Subjects: NO Demographics; Department stores;
Sunday claimed a mere 9.8% of the SUBJECTS(KEYWORDS) Growth strategy; Market share;
market in 2000 and 8.3% in 2005. With Length: 5p Merchandising; Product positioning;
the mobile phone sector in Hong Kong Year New: 2005 Retailing
operating at maximum penetration, Length: 33p
would the lure of the Sunday brand CMR072 Supplementary Materials: Teaching
prove strong enough to sustain a loyal Title: Crisis in the Arts: The Marketing Note, (586072), 9p, by John F. Cady
subscriber base long term? Would its Response
irreverent brand image eventually wear Author(s): Scheff, Joanne; Kotler, Philip R0407Z
thin? Publication Date: 10/01/1996 Title: Cross Selling or Cross Purposes?
Geographic Setting: Hong Kong Product Type: CMR Article (Commentary for HBR Case Study)
Industry Setting: Mobile phone Publisher: California Management Author(s): Harding, Ford; Charan, Ram;
Subjects: NO Review Kovac, Caroline A.; Colletti, Jerome A.;
SUBJECTS(KEYWORDS) Abstract: The nonprofit performing arts Turegano, Federico
Length: 11p industry in America, along with many Publication Date: 07/01/2004
Supplementary Materials: Teaching performing arts organizations around the Product Type: Harvard Business
Note, (HKU555), 15p, by Kineta Hung, world, are facing crises on a variety of Review Article
Monica Park fronts. Accordingly, arts organizations Abstract: Software maker TopTek has
Year New: 2006 must learn new ways to attract the acquired a consulting and systems-
resources they need to sustain their integration firm, mainly to profit from the
587064 mission and quality. Arts managers must software sales that are a natural by-
Title: Creative Gourmets: Excellence improve their skills in increasing and product of consulting engagements. But
Through Caring broadening their audience base, in many ways the two companies worked
better when they were separate. Before commissions on products they sell, 578170
the acquisition, the same people who because commissions for all sales to an Title: Cumberland Metal Industries (A):
delivered services to clients made the account--forever--go to the salesperson Model Year 1978 Negotiations with Beta
consulting firm's sales. By contrast, who snagged it in the first place. The Motors
TopTek's professional salespeople, all of sales force has its own gripes. The Author(s): Shapiro, Benson P.; Cline,
them highly skilled at selling product, consultants aren't much help in winning Craig E.
handled sales. Now the consultants and new business, according to Ron Murphy, Publication Date: 04/01/1978
the salespeople are trying to work TopTek's sales VP. What will it take for Revision Date: 10/05/1994
together, but they're making a hash of it. cross selling to succeed at TopTek? May Product Type: Case (Field)
For instance, the CIO of a TopTek be used with: (R0407Z) Cross Selling or Abstract: Provides the background on
customer--a retailer--is complaining that Cross Purposes? (Commentary for HBR Cumberland Metal Industries' entry into
consultants from the acquired firm are Case Study). the automotive components market as a
driving him nuts. They've got his boss's Subjects: HBR Case Discussions; Sales supplier of emission control equipment
ear, and they're selling additional compensation; Sales management; parts. Cumberland Metal must decide
projects left and right, stimulating Sales strategy what bid to quote on Beta Motor's 1978
demand for a pace of change that the Length: 5p model year business. The company
CIO says the retailer can't handle. The Year New: 2004 previously had a three-year contract for
consultants in the newly constituted 100% of Beta's business, but it is now
TopTek aren't happy either. They get no R0407B faced with a competitive situation in
commissions on products they sell, Title: Cross Selling or Cross Purposes? which a small market share, yet one
because commissions for all sales to an (HBR Case study and Commentary) greater than 50%, is a virtual certainty.
account--forever--go to the salesperson Author(s): Harding, Ford; Charan, Ram; Geographic Setting: Maryland
who snagged it in the first place. The Kovac, Caroline A.; Colletti, Jerome A.; Industry Setting: Automotive supplies;
sales force has its own gripes. The Turegano, Federico Metals
consultants aren't much help in winning Publication Date: 07/01/2004 Company Size: small
new business, according to Ron Murphy, Product Type: Harvard Business Gross Revenues: $22 million sales
TopTek's sales VP. What will it take for Review Article Subjects: Automotive supplies;
cross selling to succeed at TopTek? May Abstract: Software maker TopTek has Business conditions; Competitive
be used with: (R0407X) Cross Selling or acquired a consulting and systems- bidding; Industrial markets; Metals;
Cross Purposes? (HBR Case Study). integration firm, mainly to profit from the Pollution control; Pricing
Subjects: HBR Case Discussions; Sales software sales that are a natural by- Length: 16p
compensation; Sales management; product of consulting engagements. But Supplementary Materials: Supplement
Sales strategy in many ways the two companies (Field), (578171), 2p, by Benson P.
Length: 4p worked better when they were separate. Shapiro, Craig E. Cline; Supplement
Year New: 2004 Before the acquisition, the same people (Field), (578172), 1p, by Benson P.
who delivered services to clients made Shapiro, Craig E. Cline; Supplement
R0407X the consulting firm's sales. By contrast, (Field), (578173), 2p, by Benson P.
Title: Cross Selling or Cross Purposes? TopTek's professional salespeople, all of Shapiro, Craig E. Cline; Teaching Note,
(HBR Case Study) them highly skilled at selling product, (584096), 17p, by Benson P. Shapiro;
Author(s): Harding, Ford handled sales. Now the consultants and Teaching Note, (583103), 5p, by E.
Publication Date: 07/01/2004 the salespeople are trying to work Raymond Corey
Product Type: Harvard Business together, but they're making a hash of it.
Review Article For instance, the CIO of a TopTek 578171
Abstract: Software maker TopTek has customer--a retailer--is complaining that Title: Cumberland Metal Industries (B):
acquired a consulting and systems- consultants from the acquired firm are Model Year 1978 Results with Beta
integration firm, mainly to profit from the driving him nuts. They've got his boss's Motors
software sales that are a natural by- ear, and they're selling additional Author(s): Shapiro, Benson P.; Cline,
product of consulting engagements. But projects left and right, stimulating Craig E.
in many ways the two companies demand for a pace of change that the Publication Date: 05/01/1978
worked better when they were separate. CIO says the retailer can't handle. The Revision Date: 10/07/1994
Before the acquisition, the same people consultants in the newly constituted Product Type: Supplement (Field)
who delivered services to clients made TopTek aren't happy either. They get no Abstract: Designed as a class hand-out
the consulting firm's sales. By contrast, commissions on products they sell, after discussion of the (A) case. Must be
TopTek's professional salespeople, all of because commissions for all sales to an used with: (578170) Cumberland Metal
them highly skilled at selling product, account--forever--go to the salesperson Industries (A): Model Year 1978
handled sales. Now the consultants and who snagged it in the first place. The Negotiations with Beta Motors.
the salespeople are trying to work sales force has its own gripes. The Industry Setting: Automotive supplies;
together, but they're making a hash of it. consultants aren't much help in winning Metals
For instance, the CIO of a TopTek new business, according to Ron Murphy, Subjects: Automotive supplies;
customer--a retailer--is complaining that TopTek's sales VP. What will it take for Business conditions; Competitive
consultants from the acquired firm are cross selling to succeed at TopTek? bidding; Industrial markets; Metals;
driving him nuts. They've got his boss's Subjects: HBR Case Discussions; Sales Pollution control; Pricing
ear, and they're selling additional compensation; Sales management; Length: 2p
projects left and right, stimulating Sales strategy Supplementary Materials: Teaching
demand for a pace of change that the Length: 9p Note, (584096), 17p, by Benson P.
CIO says the retailer can't handle. The Year New: 2004 Shapiro
consultants in the newly constituted
TopTek aren't happy either. They get no
578172 industrial pricing decision. Decisions Industrial markets; International

Title: Cumberland Metal Industries (C): must also be made about promotion and marketing; Marketing implementation;
Model Year 1979 Negotiations with Beta distribution channels. South America
Motors Geographic Setting: United States Length: 16p
Author(s): Shapiro, Benson P.; Cline, Industry Setting: Construction industry Supplementary Materials: Teaching
Craig E. Company Size: small Note, (587115), 16p, by John C. Whitney
Publication Date: 05/01/1978 Gross Revenues: $18 million sales Jr.
Revision Date: 10/07/1994 Subjects: Competition; Construction;
Product Type: Supplement (Field) Distribution channels; Industrial goods; 594046
Abstract: Designed as a class hand-out Industrial markets; Market entry; New Title: Cunard Line Ltd.: Managing
after discussion of the (A) and (B) cases. product marketing; Pricing strategy Integrated Marketing Communications
Must be used with: (578170) Length: 17p Author(s): Greyser, Stephen A.; Young,
Cumberland Metal Industries (A): Model Robert F.
Year 1978 Negotiations with Beta 580104 Publication Date: 06/24/1994
Motors. Title: Cumberland Metal Industries: Revision Date: 08/29/1994
Industry Setting: Automotive supplies; Engineered Products Division--1980 Product Type: Case (Field)
Metals Author(s): Shapiro, Benson P.; Abstract: Cunard, the world's oldest
Subjects: Automotive supplies; Sherman, Jeffrey J. luxury line company, is confronted with
Business conditions; Competitive Publication Date: 01/01/1980 several key issues involving its
bidding; Industrial markets; Metals; Revision Date: 08/16/1985 marketing and marketing
Pollution control; Pricing Product Type: Case (Field) communications strategy. One concerns
Length: 1p Abstract: Cumberland Metal Industries the balance between image/positioning
Supplementary Materials: Teaching has developed a new product to help advertising and short-term-oriented
Note, (584096), 17p, by Benson P. contractors drive piles faster. They are promotional advertising/communications
Shapiro trying to decide how to price it. Provides on behalf of each individual Cunard ship
substantial information on the industry, (i.e., "pull" vs. "push" communications).
578173 competition, etc. Students must decide Related to this is the overall mix of
Title: Cumberland Metal Industries (D): what factors are relevant in making an marketing communications tools used by
Model Year 1979 Results with Beta industrial pricing decision. Decisions Cunard--media advertising, direct
Motors must also be made about promotion and marketing, etc. Another issue is the
Author(s): Shapiro, Benson P.; Cline, distribution channels. Software for this emphasis in marketing communications
Craig E. case is available (9-589-528). between focus on the Cunard corporate
Publication Date: 05/01/1978 Geographic Setting: United States identity and focus on the identity of the
Revision Date: 10/07/1994 Industry Setting: Construction industry individual ships. The organizational
Product Type: Supplement (Field) Company Size: small setting is one of integrating marketing
Abstract: Designed as a class hand-out Gross Revenues: $18 million sales communications for the company and its
after discussion of the (A), (B), and (C) Subjects: Competition; Construction; products. Impacting consideration of the
cases. Must be used with: (578170) Distribution channels; Industrial goods; issues is a period of economic conditions
Cumberland Metal Industries (A): Model Industrial markets; Market entry; New adversely affecting sales, along with the
Year 1978 Negotiations with Beta product marketing; Pricing strategy effects of the U.S.-Iraq conflict on
Motors. Length: 15p consumer leisure travel.
Industry Setting: Automotive supplies; Supplementary Materials: Teaching Geographic Setting: United States
Metals Note, (585115), 12p, by Robert J. Dolan; Industry Setting: Cruise industry
Subjects: Automotive supplies; Master Diskette, (589528), , by Patrick J. Subjects: Advertising; Consumer
Business conditions; Competitive Kaufmann marketing; Marketing organization;
bidding; Industrial markets; Metals; BESTSELLER Tourism
Pollution control; Pricing Length: 25p
Length: 2p 586122 Supplementary Materials: Teaching
Supplementary Materials: Teaching Title: Cummins Engine Co.: Black Note, (595028), 7p, by Stephen A.
Note, (584096), 17p, by Benson P. Friday Greyser, Robert F. Young
Shapiro Author(s): Whitney, John C., Jr.
Publication Date: 12/17/1985 7994
503S46 Revision Date: 01/13/1989 Title: Customer Connections: New
Title: Cumberland Metal Industries: Product Type: Case (Field) Strategies for Growth (Hardcover)
Engineered Products Division--1980, Abstract: A new regional manager for Author(s): Wayland, Robert E.; Cole,
Spanish Version Cummins Venezuela faces Black Friday, Paul M.
Author(s): Shapiro, Benson P.; Venezuela's massive currency Publication Date: 08/08/1997
Sherman, Jeffrey J. devaluation and a weak distribution Product Type: HBS Press Book
Publication Date: 01/01/1980 system. The manager must find a way to Abstract: To become truly customer-
Revision Date: 08/16/1985 collect $1.4 million in receivables due centered and to realize the full potential
Product Type: LACC Case from distributors and reestablish a viable of information and knowledge
Abstract: Cumberland Metal Industries distribution network for Cummins in management technologies, a firm must
has developed a new product to help Venezuela. break away from traditional product-
contractors drive piles faster. They are Geographic Setting: Venezuela driven strategies and see its entire
trying to decide how to price it. Provides Industry Setting: Engine industry business through a customer-focused
substantial information on the industry, Company Size: Fortune 500 lens. Wayland and Cole provide a new
competition, etc. Students must decide Gross Revenues: $1.6 billion revenues theoretical foundation for customer-
what factors are relevant in making an Subjects: Automation; Distribution; based competition, report on the results
of its application in companies across Subjects: Customer relations; Customer Length: 2p

several industries, and offer practical retention; Market segmentation; List Price: $4.50
strategies for firms to implement their Marketing information systems;
findings to improve growth and Marketing strategy R0311G
profitability. To shift the customer Length: 35p Title: The Customer Has Escaped
relationship from a functional to strategic List Price: $17.95 Author(s): Nunes, Paul F.; Cespedes,
role, the authors offer a framework of Year New: 2005 Frank V.
four Rs: the right customer portfolio, Publication Date: 11/01/2003
range of value proposition, roles in 7641 Product Type: Harvard Business
relationship, and rewards sharing. The Title: Customer Equity: Building and Review Article
authors provide case examples of Managing Relationships as Valuable Abstract: Every company makes
diverse companies such as Inc. Assets (Hardcover) choices about the channels it will use to
Magazine, Scrub-a-Dub Car Wash, and Author(s): Blattberg, Robert C.; Getz, go to market. For instance, traditionally,
Delta Dental. Gary; Thomas, Jacquelyn S. customer demographics guided the
Subjects: Consumer marketing; Publication Date: 05/23/2001 decision to sell through a discount
Customer relations; Knowledge Product Type: HBS Press Book superstore or a pricey boutique. It was a
management; Loyalty; Market research; Abstract: Customer Equity is the first fair assumption that certain customer
Marketing strategy; Strategic market book to provide a unifying framework types were held captive by certain
planning and practical tools for measuring channels. The problem, the authors say,
Length: 288p customer value--the potential profitability is that today's customers have become
List Price: $29.95 of each customer to the company--as a unfettered. As their channel options have
financial asset. Drawing from successful proliferated, they've come to recognize
9637 examples of customer equity that different channels serve their needs
Title: Customer Data--Use It or Lose management in a variety of industries, better at different points in the buying
'Em (HBR Article Collection) the authors outline how to build and process. The result is "value poaching."
Author(s): Gulati, Ranjay; Oldroyd, implement powerful new business and For example, certain channels hope to
James B.; Reinartz, Werner; Kumar, V; marketing systems centered around four use higher margin sales to cover the
Loveman, Gary W. key practices: 1) balancing customer cost of providing expensive high-touch
Publication Date: 04/01/2005 acquisition, retention, and add-on services. Potential customers use these
Product Type: HBR OnPoint Collection selling; 2) managing the customer life channels to do research, then leap to a
Abstract: Have your customer-oriented cycle; 3) exploiting the power of cheaper channel when it's time to buy.
investments (think CRM) failed to pay databases; and 4) precisely quantifying What does this mean for your go-to-
off? If so, you're not alone. Many customer value. A comprehensive market strategy? The authors urge
companies make fatal errors while method for managing customer companies to make a fundamental shift
managing their customer relationships. portfolios across segments and over in mind-set toward designing for buyer
For example, they don't gather detailed time, Customer Equity enhances the behaviors, not customer segments. A
information about each aspect of every ability of marketers, IT professionals, company should design pathways
customer transaction. Or they draw the and senior executives to make better across channels to help its customers
wrong conclusions from the data they decisions, generate higher profits, and get what they need at each stage of the
have collected. To correct these increase shareholder wealth. buying process. Customers are not
missteps, restructure your entire Subjects: Customer relations; Customer mindful of channel boundaries--and you
organization to collect the right data, retention; Intangible assets; Loyalty; shouldn't be either.
accurately interpret the data, and use Market segmentation; Marketing Industry Setting: Automotive industry;
the resulting insights to serve management Financial services; Food industry; Office
customers--and your bottom line. Make Length: 256p supplies industry
the customer--not product, store List Price: $40.00 Subjects: Consumer behavior;
location, or purchase--your fundamental Consumer marketing; Customer
unit of data analysis. And ensure that U9804D retention; Distribution channels; Market
every employee understands who your Title: Customer Feedback: How to Get segmentation; Marketing strategy
best customers are and how to serve It, How to Pass It Along Length: 9p
them. Consider Harrah's Entertainment. Author(s): Von Hoffman, Constantine NEW
By using sophisticated, proprietary Publication Date: 04/01/1998
technology to slice its customer Product Type: Harvard Management 93107
information into ever-finer segments, Update Article Title: Customer Intimacy and Other
Harrah's got to know its customers Abstract: Customer feedback--whether Value Disciplines
intimately and created reward systems positive or negative--is vital to any Author(s): Wiersema, Frederik D.;
that kept them returning to its casinos. business. It can tell you not only how Treacy, Michael
Result? Four billion dollars in revenues well your company is doing, but also Publication Date: 01/01/1993
during economically sluggish 2002. The what it should be doing. This article Product Type: Harvard Business
three Harvard Business Review articles offers methods of identifying and Review Article
in this collection: "The Quest for interpreting relevant information from Abstract: To today's customers, value
Customer Focus" by Ranjay Gulati and customer feedback and then can mean any number of things, from
James Oldroyd (HBR reprint R0504F); communicating it to your employees. convenience of purchase to after-sale
"The Mismanagement of Customer The article also includes advice on service and dependability. But that
Loyalty" by Werner Reinartz and V obtaining and taking action on feedback doesn't mean companies have to excel
Kumar (HBR reprint R0207F); and from employees themselves. at everything. A study of over 40
"Diamonds in the Data Mine" by Gary Subjects: Customer relations; Market companies found that market leaders
Loveman (HBR reprint R0305H). research like Dell Computer, Home Depot, and
NIKE succeed by narrowing their direct marketing. Implications for loyalty. It is argued that loyal customers
business focus, not by broadening it. marketing strategy and customer are more profitable than nonloyal
They concentrate on one of three value relationship management are briefly customers. Recently, academic
disciplines--operational excellence, discussed. researchers have questioned some of
customer intimacy, or product Subjects: Customer relations; Customer the key premises that are used to
leadership--and align their entire retention; Direct marketing; Market support CRM in general and relationship
operating model to serve that discipline. analysis; Marketing planning; Marketing marketing and customer loyalty
Companies should choose a value strategy programs in particular. This article
discipline that fits with their existing Length: 9p critically examines the assumptions that
capabilities and culture and then push underpin CRM and presents the results
themselves relentessly to sustain it. And CMR211 of research that is skeptical of its value.
they should willingly change their Title: The Customer Pyramid: Creating CRM should be adopted only after a
operations to support that value and Serving Profitable Customers careful appraisal of its cost
discipline. Author(s): Zeithaml, Valarie A.; Rust, effectiveness.
Subjects: Core competency; Corporate Roland T.; Lemon, Katherine N. Subjects: Customer relations; Customer
culture; Customer relations; Customer Publication Date: 07/01/2001 retention; Loyalty; Marketing strategy
service; Marketing strategy; Operations Product Type: CMR Article Length: 19p
management; Product development Publisher: California Management
Length: 10p Review 590055
BESTSELLER Abstract: As relationships and service Title: Customer Service
become increasingly pivotal in business, Author(s): Cespedes, Frank V.
503060 the profitability of customers is becoming Publication Date: 11/13/1989
Title: Customer Management Strategy more important than the profitability of Product Type: Note
in Business Markets products. In this environment, marketing Abstract: Written for a series of cases
Author(s): Narayandas, Das success will be equivalent to generating concerning organizational factors that
Publication Date: 05/09/2003 maximum profits from a firm's total set of affect customer service. Intended as an
Product Type: Note customers. Doing so requires allocating introduction to the topic in a course or
Abstract: Describes in detail customer managerial resources to the groups of seminar dealing with issues in marketing
management strategies in business customers that can be cultivated most organization. Discusses three topics: 1)
markets, including selection decisions, efficiently by a firm. This article presents a broadened perspective on "customer
design and management of customer a management methodology called the service," 2) the "internal marketing"
relationship strategies, monitoring the "Customer Pyramid" that enables a firm tasks facing the marketing organization
health of customer relations, and linking to supercharge its profits by customizing in attempts to manage service levels,
the vendors' customer management its responses to distinct customer and 3) general organizational factors that
effort to customer profitability. profitability tiers. The Customer Pyramid typically affect the development and
Subjects: Business marketing; provides a tool for managers to maintenance of customer service in
Customer relations; Loyalty strengthen the link between service many companies.
Length: 29p quality and profitability and to determine Subjects: Customer relations; Customer
the optimal allocation of often scarce service; Industrial markets; Marketing
UV0407 resources to maximize profitability. management; Marketing organization;
Title: Customer Profitability Product and service strategies, Marketing strategy; Sales management
Author(s): Farris, Paul W.; Pfeifer, customized for each customer tier, Length: 7p
Phillip E.; Bendle, Neil become more closely aligned with an
Publication Date: 06/24/2005 individual customer's underlying utility 501050
Product Type: Case (Field) functions. This results in more effective Title: Customer Value Measurement at
Abstract: This technical note defines, and profitable strategies for serving the Nortel Networks--Optical Networks
describes, and illustrates the most customer. Also provides numerous Division
common metrics marketers used to examples and practical guidelines for Author(s): Narayandas, Das
monitor and manage customer improving firm profits by moving Publication Date: 02/13/2001
relationships. Among the metrics customers up the Customer Pyramid. Revision Date: 06/06/2002
covered are customer counts, recency, Subjects: Corporate strategy; Customer Product Type: Case (Field)
retention rates, customer profitability and relations; Customer retention; Abstract: Since 1995, Nortel Networks'
customer lifetime value. Profitability analysis Optical Networks (ON) division has been
Subjects: NO Length: 26p incorporating customer satisfaction and
SUBJECTS(KEYWORDS) loyalty measures into its business
Length: 13p CMR229 practices to increase customer value.
Year New: 2007 Title: Customer Relationship Over the years, key process owners in
Management: In B2C Markets, Often various parts of the organization have
503019 Less Is More become accustomed to receiving such
Title: Customer Profitability and Lifetime Author(s): Dowling, Grahame R. information in the format with which they
Value Publication Date: 04/01/2002 are familiar. Recent initiatives by the
Author(s): Ofek, Elie Product Type: CMR Article Customer Value Measurement (CVM)
Publication Date: 08/07/2002 Publisher: California Management team have shown that the current
Product Type: Note Review methodology does not provide all the
Abstract: Introduces the central Abstract: Customer relationship insights required to achieve the full
concepts involved in determining management (CRM) is premised on the potential of customer value
customer lifetime value, with detailed belief that developing a relationship with measurement. The CVM team now
analysis and examples from the realm of customers is the best way to gain their needs to present Nortel's senior
management with the optimal suppliers in business markets, the is value presumption: assuming that any
combination of the many choices for authors advocate a resonating focus favorable points of difference must be
soliciting customer perceptions that approach. Suppliers can provide simple, valuable for the customer. Drawing on
would make the best use of available yet powerfully captivating, consumer the best practices of a handful of
resources, minimize the intrusion on value propositions by making their suppliers in business markets, the
customers' time, and add value for the offerings superior on the few elements authors advocate a resonating focus
business and customers alike. May be that matter most to target customers, approach. Suppliers can provide simple,
used with: (503081) Monitoring the demonstrating and documenting the yet powerfully captivating, consumer
Health of Customer Relationships. value of this superior performance, and value propositions by making their
Geographic Setting: Canada communicating it in a way that conveys offerings superior on the few elements
Industry Setting: Telecommunications a sophisticated understanding of the that matter most to target customers,
industry customer's business priorities. demonstrating and documenting the
Number of Employees: 80,000 Geographic Setting: Alabama; value of this superior performance, and
Gross Revenues: $22 billion revenues Benelux; Chicago, IL; Europe; communicating it in a way that conveys a
Subjects: Business marketing; Canada; Milwaukee, WI; Pennsylvania; South sophisticated understanding of the
Customer relations; Customer retention; Carolina; United States customer's business priorities.
Telecommunications Industry Setting: Chemicals; Computer Subjects: NO
Length: 25p hardware; Consulting; Consumer SUBJECTS(KEYWORDS)
Supplementary Materials: Teaching products; Engineering; Packaging, Length: 12p
Note, (502069), 11p, by Das carton & container industries; Software List Price: $6.50
Narayandas industry Year New: 2006
Subjects: NO
R0603F SUBJECTS(KEYWORDS) R0409H
Title: Customer Value Propositions in Length: 12p Title: Customer-Centered Brand
Business Markets Year New: 2006 Management
Author(s): Anderson, James C.; Narus, Author(s): Rust, Roland T.; Zeithaml,
James A.; van Rossum, Wouter 3544 Valarie A.; Lemon, Katherine N.
Publication Date: 03/01/2006 Title: Customer Value Propositions in Publication Date: 09/01/2004
Product Type: Harvard Business Business Markets (HBR OnPoint Product Type: Harvard Business
Review Article Enhanced Edition) Review Article
Abstract: Examples of consumer value Author(s): Anderson, James C.; Narus, Abstract: Most executives today agree
propositions that resonate with James A.; van Rossum, Wouter that their efforts should be focused on
customers are exceptionally difficult to Publication Date: 03/01/2006 growing the lifetime value of their
find. When properly constructed, value Product Type: HBR OnPoint Article customers. Yet, few companies have
propositions force suppliers to focus on Abstract: Examples of consumer value come to terms with the implications of
what their offerings are really worth. propositions that resonate with that idea for their marketing
Once companies become disciplined customers are exceptionally difficult to management. Oldsmobile, for example,
about understanding their customers, find. When properly constructed, value enjoyed outstanding brand equity with
they can make smarter choices about propositions force suppliers to focus on many customers through the 1980s. But
where to allocate scarce resources. The what their offerings are really worth. as the century wore further on, the
authors illuminate the pitfalls of current Once companies become disciplined people who loved the Olds got downright
approaches, then present a systematic about understanding their customers, old. So why did General Motors spend
method for developing value they can make smarter choices about so many years and so much money
propositions that are meaningful to where to allocate scarce resources. The trying to reposition and refurbish the
target customers and that focus authors illuminate the pitfalls of current tired, tarnished brand? Why didn't GM
suppliers' efforts on creating superior approaches, then present a systematic managers instead move younger buyers
value. When managers construct a method for developing value along a path of less resistance, toward
customer value proposition, they often propositions that are meaningful to another of the brands in GM's stable--or
simply list all the benefits their offering target customers and that focus even launch a wholly new brand geared
might deliver. But the relative simplicity suppliers' efforts on creating superior to their tastes? Catering to new
of this all-benefits approach may have a value. When managers construct a customers, even at the expense of the
major drawback: benefit assertion. In customer value proposition, they often brand, would surely have been the path
other words, managers may claim simply list all the benefits their offering to profits. The reason, argue the authors,
advantages for features their customers might deliver. But the relative simplicity is that in large consumer goods
don't care about in the least. Other of this all-benefits approach may have a companies like General Motors, brands
suppliers try to answer the question: major drawback: benefit assertion. In are the raison d'etre. They are the focus
Why should our firm purchase your other words, managers may claim of decision making and the basis of
offering instead of your competitor's? But advantages for features their customers accountability. But this overwhelming
without a detailed understanding of the don't care about in the least. Other focus on growing brand equity is
customer's requirements and suppliers try to answer the question: inconsistent with the goal of growing
preferences, suppliers can end up Why should our firm purchase your customer equity. Drawing on a wide
stressing points of difference that deliver offering instead of your competitor's? But range of current examples, the authors
relatively little value to the target without a detailed understanding of the offer seven tactics that will put brands in
customer. The pitfall with this approach customer's requirements and the service of growing customer equity.
is value presumption: assuming that preferences, suppliers can end up These include replacing traditional brand
any favorable points of difference must stressing points of difference that deliver managers with a new position--the
be valuable for the customer. Drawing relatively little value to the target customer segment manager; targeting
on the best practices of a handful of customer. The pitfall with this approach brands to as narrow an audience as
possible; developing the capability and Industry Setting: Consumer products Publication Date: 07/01/1987
the mind-set to hand off customers from Subjects: NO Product Type: Harvard Business
one brand to another within the SUBJECTS(KEYWORDS) Review Article
company; and changing the way brand Length: 12p Abstract: This eight-step process for
equity is measured by basing List Price: $6.50 designing a distribution system calls for
calculations on individual, rather than Year New: 2006 in-depth study of what services and
average, customer data. conveniences the company's customers
Industry Setting: Consumer products 1700BN value and then segmentation of the
Subjects: Brand equity; Brand Title: Customer-Centric Collection, market according to those values. At
management; Consumer goods; Insights on Connecting with Your several crucial stages, the process
Customer relations; Customer retention; Customers, Enhancing Their Loyalty, requires getting outside checks and hard
Loyalty; Marketing strategy and Improving Your Competitive Edge data for market segments, company
Length: 12p Publication Date: 10/09/2006 objectives, and the projected costs of
Year New: 2004 Product Type: Management Program distribution outlets. The climax of the
Abstract: Managers are under process is an off-site meeting at which
2955 increasing pressure to deliver better top management tests its prejudices
Title: Customer-Centered Brand results faster than the competition. Now against evidence that researchers have
Management (HBR OnPoint Enhanced more than ever, your success is based gathered.
Edition) on how well your firm manages Subjects: Distribution channels;
Author(s): Rust, Roland T.; Zeithaml, customer interactions. This specially Distribution planning; Market research;
Valarie A.; Lemon, Katherine N. priced collection will help managers Marketing strategy
Publication Date: 01/18/2006 forge a more valuable connection with Length: 6p
Product Type: HBR OnPoint Article their customers, enhance their loyalty,
Abstract: Most executives today agree and deliver unprecedented results. It U9710A
that their efforts should be focused on includes: "Creating Customer-Centric Title: Customer-Driven Growth
growing the lifetime value of their Cultures: Lessons from High- Author(s): Tobler, Adam
customers. Yet, few companies have Performance Organizations" (CD-ROM), Publication Date: 10/01/1997
come to terms with the implications of Professor Rohit Deshpande describes Product Type: Harvard Management
that idea for their marketing revolutionary changes in marketing that Update Article
management. Oldsmobile, for example, lead to more customer-centric Abstract: Corporations today are finding
enjoyed outstanding brand equity with organizations, where customers are that the road to growth is paved by the
many customers through the 1980s. But everybody's responsibility and the customer. Despite previous decades of
as the century wore further on, the language of the customer is key; ignoring consumers' needs and wants,
people who loved the Olds got downright "CRM--the Right Way, 3rd Edition" (HBR companies are now forced to think about
old. So why did General Motors spend OnPoint Collection), helps you extend the customer in terms of relationships
so many years and so much money CRM's power by applying lessons rather than transactions. Customer-
trying to reposition and refurbish the learned from small-scale initial driven growth involves finding innovative
tired, tarnished brand? Why didn't GM implementations to new, well-defined ways to listen to current, as well as
managers instead move younger buyers opportunities; "Winning Customers prospective, customers. The author
along a path of less resistance, toward Through People and Technology" (CD- gives a number of examples, such as
another of the brands in GM's stable--or ROM), Jeffrey Rayport helps you Mazda's practice of visiting junkyards to
even launch a wholly new brand geared achieve a competitive advantage by discover why customers might be
to their tastes? Catering to new deploying the right mix of interfaces-- dissatisfied with its cars. By focusing
customers, even at the expense of the human, automated, and hybrids--with market development efforts on the actual
brand, would surely have been the path customers; surpassing current levels of end-users of their products, companies
to profits. The reason, argue the authors, performance and service by leveraging have been able to satisfy and create
is that in large consumer goods the strengths of human and loyal customers, while at the same time
companies like General Motors, brands technological interactions; "Customer growing their businesses.
are the raison d'etre. They are the focus Data--Use It or Lose 'Em" (HBR OnPoint Subjects: Customer relations; Customer
of decision making and the basis of Collection), demonstrates how to retention; Growth strategy; Market
accountability. But this overwhelming restructure your entire organization to research; Marketing strategy
focus on growing brand equity is collect the right data, accurately interpret Length: 3p
inconsistent with the goal of growing the data, and use the resulting insights List Price: $4.50
customer equity. Drawing on a wide to serve customers--and your bottom
range of current examples, the authors line; and "Connecting With Your U9807C
offer seven tactics that will put brands in Customers: The Results-Driven Title: Customer-Driven Innovation
the service of growing customer equity. Manager Series" (Paperback), provides Author(s): Billington, Jim
These include replacing traditional brand tested strategies for forging positive Publication Date: 07/01/1998
managers with a new position--the relationships with customers. Product Type: Harvard Management
customer segment manager; targeting Subjects: NO Update Article
brands to as narrow an audience as SUBJECTS(KEYWORDS) Abstract: 70% of all product innovations
possible; developing the capability and List Price: $250.00 are driven by market need, and more
the mind-set to hand off customers from than half of the innovations made in
one brand to another within the 87411 many industries are the result of
company; and changing the way brand Title: Customer-Driven Distribution consumers guiding or adding value to a
equity is measured by basing Systems producer's new concept. This article
calculations on individual, rather than Author(s): Stern, Louis W.; Sturdivant, points out the importance of observing
average, customer data. Frederick D. customer behavior in addition to more
formal customer inquiry to get a true Review Article Complaints about the Andromeda XL--
idea of the customers' needs and Abstract: Venerable Detroit automaker the hip new model Atida hopes will
desires. Also included are four pointers Atida Motors has a new call center in capture the imagination of Wall Street--
on the best way to integrate the Bangalore that the company hopes will are flooding the call center. Call
customer into the innovation process. raise its reputation for customer service. backlogs are building, and letters of
Subjects: Consumer behavior; But it doesn't appear to be doing so yet. complaint are piling up. One loyal Atida
Innovation; Market research Complaints about the Andromeda XL-- customer is so upset about getting the
Length: 3p the hip new model Atida hopes will brush-off that he's not only talking to a
List Price: $4.50 capture the imagination of Wall Street-- lawyer but threatening to go on YouTube
are flooding the call center. Call and take his case to the court of public
U9908E backlogs are building, and letters of opinion. In the Internet age, does Atida
Title: Customer-Satisfaction complaint are piling up. One loyal Atida need a new way to deal with unhappy
Measurements: An Answer to customer is so upset about getting the customers? Tom Farmer, the creator of
Yesterday's Problem? (Guest Column) brush-off that he's not only talking to a the unintentionally viral PowerPoint
Author(s): Hochman, Mark lawyer but threatening to go on YouTube presentation "Yours Is a Very Bad
Publication Date: 08/01/1999 and take his case to the court of public Hotel," says that Atida needs to stop
Product Type: Harvard Management opinion. In the Internet age, does Atida defining customer service solely as a
Update Article need a new way to deal with unhappy response to bad news and nip problems
Abstract: Your customers tell you customers? Tom Farmer, the creator of in the bud by making online dialogue
they're satisfied, but suddenly they're the unintentionally viral PowerPoint intrinsic to the brand experience. Nate
buying from your competitors. Why? The presentation "Yours Is a Very Bad Bennett, of Georgia Tech, and Chris
author cautions against equating Hotel," says that Atida needs to stop Martin, of Centenary College, observe
customer satisfaction with customer defining customer service solely as a that Atida has violated its customers'
loyalty and offers advice on measuring response to bad news and nip problems sense of fairness within three
customer satisfaction in ways that really in the bud by making online dialogue dimensions--distributive, procedural, and
matter. Mark Hochman is president of intrinsic to the brand experience. Nate interactional--thus increasing their desire
Hochman & Co., an affiliate of Lochridge Bennett, of Georgia Tech, and Chris for revenge. Lexus Vice President for
& Co., in Boston. Martin, of Centenary College, observe Customer Service Nancy Fein thinks
Subjects: Customer relations; Customer that Atida has violated its customers' Atida isn't even in the ballpark when it
retention sense of fairness within three comes to world-class customer service.
Length: 1p dimensions--distributive, procedural, and She offers as an example a Lexus rep
List Price: $4.50 interactional--thus increasing their desire who drove 80 miles to deliver $1,000 to
for revenge. Lexus Vice President for a stranded Lexus owner whose purse
Customer Service Nancy Fein thinks had been stolen. Barak Libai, of Tel Aviv
89603
Atida isn't even in the ballpark when it University and MIT's Sloan School,
Title: Customers Drive a Technology-
comes to world-class customer service. suggests that Atida invest in a CRM
Driven Company: An Interview with
She offers as an example a Lexus rep system so that it can determine which
George M.C. Fisher
who drove 80 miles to deliver $1,000 to customers have enough purchasing and
Author(s): Fisher, George M.C.;
a stranded Lexus owner whose purse referral value to be given the red carpet
Avishai, Bernard; Taylor, William
had been stolen. Barak Libai, of Tel Aviv treatment and which should be gently let
University and MIT's Sloan School, go.
suggests that Atida invest in a CRM Industry Setting: Automotive industry
Review Article
system so that it can determine which Subjects: NO
Abstract: In this interview, George M.C.
customers have enough purchasing and SUBJECTS(KEYWORDS)
Fisher describes the management
referral value to be given the red carpet Length: 10p
techniques Motorola uses to understand,
treatment and which should be gently let Year New: 2007
anticipate, and respond effectively to
go. May be used with: (R0712X) The
customer needs. He describes several of
Customers' Revenge (HBR Case Study). R0712X
the company's most important products
Industry Setting: Automotive industry Title: The Customers' Revenge (HBR
and systems, and explains the lessons
Subjects: NO Case Study)
each offers for effective technology
SUBJECTS(KEYWORDS) Author(s): Ariely, Dan
management. Fisher also reviews
technology-based competition with
Year New: 2007 Product Type: Harvard Business
Japan as he offers an optimistic forecast
for U.S. companies. Fisher distinguishes Review Article
between the future of U.S. companies R0712A Abstract: Venerable Detroit automaker
and the United States as a nation. Title: The Customers' Revenge (HBR Atida Motors has a new call center in
Subjects: Customer relations; Case Study and Commentary) Bangalore that the company hopes will
Executives; Interviews; Sales Author(s): Ariely, Dan; Farmer, Tom; raise its reputation for customer service.
management; Technology Bennett, Nate; Martin, Chris; Fein, But it doesn't appear to be doing so yet.
Length: 7p Nancy; Libai, Barak Complaints about the Andromeda XL--
Publication Date: 12/01/2007 the hip new model Atida hopes will
Product Type: Harvard Business capture the imagination of Wall Street--
R0712Z
Review Article are flooding the call center. Call
Title: The Customers' Revenge
Abstract: Venerable Detroit automaker backlogs are building, and letters of
(Commentary for HBR Case Study)
Atida Motors has a new call center in complaint are piling up. One loyal Atida
Author(s): Farmer, Tom; Bennett, Nate;
Bangalore that the company hopes will customer is so upset about getting the
Martin, Chris; Fein, Nancy; Libai, Barak
raise its reputation for customer service. brush-off that he's not only talking to a
But it doesn't appear to be doing so yet. lawyer but threatening to go on YouTube
and take his case to the court of public Length: 6p Publication Date: 11/07/2008
opinion. In the Internet age, does Atida Revision Date: 11/26/2008
need a new way to deal with unhappy 86312 Product Type: Color Case
customers? Tom Farmer, the creator of Title: Customizing Global Marketing Abstract: In May 2008, the new CEO of
the unintentionally viral PowerPoint Author(s): Quelch, John A.; Hoff, Cyworld, a social network company in
presentation "Yours Is a Very Bad Edward J. Korea, had to decide how to create and
Hotel," says that Atida needs to stop Publication Date: 05/01/1986 capture value from his rapidly growing
defining customer service solely as a Product Type: Harvard Business user base. Cyworld was founded in 1999
response to bad news and nip problems Review Article and in 2003 it was acquired by SK
in the bud by making online dialogue Abstract: The big issue for Telecom, a leading mobile service
intrinsic to the brand experience. Nate multinationals today is not whether to go provider in Korea. By 2007, Cyworld had
Bennett, of Georgia Tech, and Chris global but how to tailor the global 21 million users and $95 million
Martin, of Centenary College, observe marketing concept to fit each business. revenue--$65 million from paid items
that Atida has violated its customers' In determining the degree of (music, virtual gifts, etc.), $15 million
sense of fairness within three standardization or adaptation that is from mobile networking, and $15 million
dimensions--distributive, procedural, and appropriate, managers should consider from advertising. The new CEO had to
interactional--thus increasing their desire their companies' overall business decide which of these three revenue
for revenge. Lexus Vice President for strategy, which products will benefit from sources he should focus on in the future
Customer Service Nancy Fein thinks the economies or efficiencies of and how this choice would influence the
Atida isn't even in the ballpark when it standardization, which products won't target customers, the service offerings
comes to world-class customer service. fight cultural barriers, what trade-offs will and the required capabilities
She offers as an example a Lexus rep result from standardizing various Gross Revenues: $197 Million
who drove 80 miles to deliver $1,000 to elements of the marketing mix, and how Event Year Start: 2008
a stranded Lexus owner whose purse standardization will vary from country to Event Year End: 2008
had been stolen. Barak Libai, of Tel Aviv country. Subjects: NO
University and MIT's Sloan School, Subjects: Cross cultural relations; SUBJECTS(KEYWORDS)
suggests that Atida invest in a CRM International marketing; Marketing Length: 18p
system so that it can determine which mixes; Multinational corporations
customers have enough purchasing and Length: 11p 503S04
referral value to be given the red carpet Supplementary Materials: Case Video, Title: DHL Worldwide Express, Spanish
treatment and which should be gently let Streaming, (1-279-1), 19 min, by John A. Version
go. May be used with: (R0712Z) The Quelch, Stephen A. Greyser Author(s): Quelch, John A.; Conley,
Customers' Revenge (Commentary for Greg
HBR Case Study). Publication Date: 09/10/1992
C0102B
Industry Setting: Automotive industry Product Type: LACC Case
Title: Cutting Through the Marketing
Subjects: NO Abstract: The worldwide sales and
Clutter
SUBJECTS(KEYWORDS) marketing manager must determine the
Length: 6p degree to which pricing strategy and
Year New: 2007 tactics should be standardized or left to
Communication Letter Article
Abstract: How do you capture and hold the discretion of the DHL subsidiary in
88607 the fickle consumer's attention? E-mail is each country.
Title: Customize Your Product giving new vigor to a marketing Geographic Setting: Global
Development technique that's been around for some Industry Setting: Express delivery
Author(s): Krubasik, Edward G. time: permission marketing. Marketers Company Size: large
Publication Date: 11/01/1988 offer incentives for consumers to hand Gross Revenues: $2 billion revenues
Product Type: Harvard Business over some personal information that will Subjects: Air freight service;
Review Article help the marketers tailor more relevant International marketing; Pricing;
Abstract: When the product market offers to them. It's a way to turn Subsidiaries
changes quickly, companies have to marketing into a collaborative process. Length: 24p
respond fast if they want to preserve The key to a successful program is Year New: 2008
their positions. But being fast to market establishing and keeping your promises
is no advantage if the product isn't right. to the customer. Among the risks: the 593011
A better approach is to determine what novelty of permission-based marketing Title: DHL Worldwide Express
the entry risks and opportunity costs are, may soon wear off, much like banner Author(s): Quelch, John A.; Conley,
and then use the appropriate strategy ads, and Internet service providers may Greg
plotted on the product development begin to block messages that look like Publication Date: 09/10/1992
map. For some products, it makes sense spam. Includes the sidebar entitled, Revision Date: 11/24/1997
to use a step-by-step approach that "Taking Permission One Step Further." Product Type: Case (Field)
breaks the development task into Industry Setting: Advertising industry Abstract: The worldwide sales and
smaller, more manageable steps. For Subjects: Advertising; Direct marketing; marketing manager must determine the
others, it may be better to develop a Electronic commerce degree to which pricing strategy and
hybrid product. At other times, the best Length: 2p tactics should be standardized or left to
plan is to acquire the needed technology List Price: $4.50 the discretion of the DHL subsidiary in
or to exit the market completely. each country.
Subjects: Marketing management; Geographic Setting: Global
509012
Product development; Product Industry Setting: Express delivery
Title: Cyworld: Creating and Capturing
introduction; Product management Company Size: large
Value in a Social Network
Author(s): Gupta, Sunil; Han, Sangman Gross Revenues: $2 billion revenues
Subjects: Air freight service; Industry Setting: Biotechnology Author(s): Star, Stephen H.; Davis, N.J.
International marketing; Pricing; industry; Food industry Publication Date: 01/01/1976
Subsidiaries Company Size: small Revision Date: 02/01/1981
Length: 22p Gross Revenues: $16 million revenues Product Type: Case (Field)
Supplementary Materials: Teaching Subjects: Biotechnology; Food Abstract: Presents samples from
Note, (594094), 12p, by John A. Quelch Length: 27p questionnaires designed by the Gillette
Safety Razor Division's marketing
800164 598065 resarch department and by the J. Walter
Title: DLJdirect: "Putting Our Title: Daewoo's Globalization: Uz- Thompson Company's marketing
Reputation Online" Daewoo Auto Project research department. Also gives lengthy
Author(s): Eisenmann, Thomas R.; Author(s): Quelch, John A.; Park, data derived from these surveys. To be
Morris, Gillian Chanhi used primarily as background
Publication Date: 11/02/1999 Publication Date: 10/20/1997 information.
Revision Date: 06/13/2006 Revision Date: 03/23/1998 Geographic Setting: United States
Product Type: Case (Field) Product Type: Case (Field) Industry Setting: Blades & razor
Abstract: Online broker DLJdirect faced Abstract: The top management at industry
two decisions during the fall of 1999: Daewoo is reviewing its close Company Size: Fortune 500
what customer segments should it target relationship with the Uzbekistan Gross Revenues: $468 million sales
and how much should it spend on government, focusing especially on the Subjects: Consumer behavior;
marketing? Unlike its competitors, who performance of Uz-Daewoo Auto, a Consumer goods; Market research; Polls
focused either on day traders or more strategic alliance to manufacture and & surveys; Product introduction; Product
mainstream investors, DLJdirect market passenger cars. planning & policy
differentiated its service to meet the Geographic Setting: Uzbekistan Length: 44p
needs of self-directed, sophisticated, Industry Setting: Automotive industry
high net worth investors. But was Number of Employees: 300,000 576136
DLJdirect forfeiting profits by not Gross Revenues: $65 billion revenues Title: Daisy (C): Positioning
pursuing day traders? In the coming Subjects: Asia; Automobiles; Author(s): Star, Stephen H.; Davis, N.J.
year, the ten largest online brokers were International business; Marketing Publication Date: 01/01/1976
projected to spend $1.5 billion on strategy; Strategic alliances Revision Date: 05/01/1976
marketing; E*Trade would lead the pack Length: 35p Product Type: Case (Field)
with a $300 million budget. DLJdirect Supplementary Materials: Teaching Abstract: By March 1974, the Gillette
was planning to spend $65 million on Note, (598108), 8p, by John A. Quelch Safety Razor Divison had developed
marketing in 1999, a 250% increase considerable information about the
over the prior year. But would increased 576134 women's wet shaving market and had
ad spending yield a positive long-term Title: Daisy (A): The Women's Shaving developed Daisy, a disposable shaver
return as the marketing costs per new Market for women. The J. Walter Thompson
account doubled? And as advertising Author(s): Star, Stephen H.; Davis, N.J. group then developed audio-visual
battles intensified, was a $65 million Publication Date: 01/15/1976 material for seven basic advertising
marketing budget big enough to allow Revision Date: 02/01/1981 concepts, each of which emphasized
DLJdirect to sustain its competitive Product Type: Case (Field) one specific attribute of Daisy. This case
position? May be used with: (803103) A Abstract: First in a series of cases that presents the concepts and the
Note on Racing to Acquire Customers. deals with the Gillette Safety Razor responses of 57 women when they were
Geographic Setting: Jersey City, NJ Division's decision to make a major effort shown the audio-visual material. The
Industry Setting: Securities & investing in the women's wet shaving market. students' job is to determine exactly how
Number of Employees: 500 Details the company and division's the product should be positioned--what
Gross Revenues: $118 million background, its position in the women's attributes should be emphasized and
revenues wet shaving market, and the history and which should be played down.
Subjects: Business policy; Financial current position of the women's wet Geographic Setting: United States
services; Internet; Marketing strategy shaving industry. The students' task is to Industry Setting: Blades & razor
Length: 24p determine what additional information industry
Supplementary Materials: Teaching the company needs to know before Company Size: Fortune 500
Note, (803178), 21p, by Thomas R. making a major effort in that market and Gross Revenues: $468 million sales
Eisenmann to construct a consumer questionnaire Subjects: Advertising; Consumer
that would give that information. behavior; Consumer goods; Product
591032 Geographic Setting: United States introduction; Product positioning
Title: DNAP: Looking to the Nineties Industry Setting: Blades & razor Length: 19p
Author(s): Goldberg, Ray A.; O'Keefe, industry
Edmund Company Size: Fortune 500 576137
Publication Date: 09/24/1990 Gross Revenues: $468 million sales Title: Daisy (D): Designing a Test
Revision Date: 11/24/1990 Subjects: Competition; Consumer Market
Product Type: Case (Field) behavior; Consumer goods; Market Author(s): Star, Stephen H.; Davis, N.J.
Abstract: A biotech company that is research; Polls & surveys; Product Publication Date: 01/01/1976
market and consumer oriented has introduction; Product lines Revision Date: 05/01/1976
come up with a number of products such Length: 14p Product Type: Case (Field)
as veggie snacks and is now evaluating Abstract: Presents the data necessary
how to position the company in the food 576135 for students to design a test market for
system. Title: Daisy (B): Researching the Daisy. Among the issues they have to
Geographic Setting: United States Women's Shaving Market decide are: How Daisy should be
priced, what the effects of different development office raises money answers here, managers can take a look
advertising levels would be, exactly what annually (with a $42 million goal for at important recent developments in data
sales and market share levels Daisy 1999) through its two major fund-raising mining, examine some of its marketing-
could expect, how much and what type arms: the Development Fund and the related applications, and learn how to
of consumer and trade promotions were Jimmy Fund. In addition, it conducts a establish and maintain a data mining
needed, and what the trade and the major capital campaign about every five system. Armed with this information,
safety razor division salesforce's years. A new chief development officer, they can then determine their firm's level
reactions to the product would be. The Susan Paresky, needs to establish the of commitment to the process.
students are given information on four development strategy going forward. Companies that do not want to commit
cities. They are to decide what variables The case reviews the major fund-raising the financial and personnel resources to
they want to test and where they want to programs in the development office and data mining can still secure many of its
test them. They are also to design a presents additional growth options. benefits through outsourcing.
complete test market. Students examine the existing programs, Subjects: NO
Geographic Setting: United States assess the value of the new options, and SUBJECTS(KEYWORDS)
Industry Setting: Blades & razor devise a development strategy Length: 8p
industry consistent with the mission and Year New: 2005
Company Size: Fortune 500 philosophy of the institute.
Gross Revenues: $468 million sales Geographic Setting: Boston, MA 595064
Subjects: Advertising; Breakeven Industry Setting: Hospital industry Title: Database Marketing Exercises
analysis; Competition; Consumer goods; Gross Revenues: $93 million revenues Author(s): Dhebar, Anirudh
Customer relations; Pricing; Product Subjects: Growth strategy; Health care; Publication Date: 12/16/1994
introduction; Test markets Marketing strategy; Nonprofit Product Type: Exercise
Length: 22p organizations Abstract: These four exercises require
Length: 23p the reader to think about information
583084 Supplementary Materials: Teaching collection and database analysis for
Title: Daiwa Seiko K.K.: Marketing Note, (500017), 8p, by V. Kasturi marketing decision support in four
Strategy in the United States Rangan contexts: business support in a
Author(s): Cady, John F. bookstore, revenue management in a
Publication Date: 12/06/1982 583008 beer company, and customer-service
Product Type: Case (Field) Title: Danton's: The Specialty Store improvement in an insurance company.
Abstract: Describes Daiwa U.S.A.'s Men's Apparel Business Teaching Purpose: To illustrate the use
historic and current market position in Author(s): Tedlow, Richard S. of databases for marketing decision
the fishing tackle segment of the Publication Date: 07/01/1982 support.
sporting goods business. The Revision Date: 05/13/1992 Industry Setting: Information services
corporation's management wants to Product Type: Case (Field) Subjects: Information services; Market
increase its participation in the fishing Abstract: Deals with the problems research; Statistical analysis
tackle business in order to meet the involved in increasing the sales and Length: 2p
growth objectives of the Japanese profitability of a specialty store selling
parent corporation. A major option to men's apparel. Illustrates the problems 502S40
achieve this growth is to substantially and opportunities in making such a Title: David Del Curto S.A., Spanish
modify the company's distribution business grow. Demands careful Version
policies. analysis of competitive conditions and Author(s): Quelch, John A.; Martinez,
Geographic Setting: United States consumer behavior. Jon I.
Industry Setting: Sporting goods & Geographic Setting: Northeastern Publication Date: 08/09/2002
equipment industry United States Product Type: LACC Case
Company Size: small Industry Setting: Apparel industry Abstract: The president of a large
Gross Revenues: $41 million sales Subjects: Business conditions; Clothing; Chilean fresh fruit exporter is evaluating
Subjects: Distribution planning; Exports; Consumer behavior; Marketing the marketing efforts of both his
Marketing strategy; Multinational management; Marketing strategy; company and the Chilean fresh fruit
corporations; Recreational equipment Product positioning; Retailing industry in Europe in light of the 1992
Length: 25p Length: 28p Market Integration Program.
Supplementary Materials: Teaching Supplementary Materials: Teaching Geographic Setting: Chile
Note, (585008), 10p, by John F. Cady Note, (591008), 5p, by Walter J. Salmon, Industry Setting: Fruit
David Wylie Company Size: mid-size
599104 Gross Revenues: $85 million sales
Title: The Dana-Farber Cancer Institute: BH150 Subjects: Agriculture; Distribution;
Development Strategy Title: Data Mining: On the Trail to Europe; Exports; Marketing strategy
Author(s): Rangan, V. Kasturi; Bell, Marketing Gold Length: 29p
Marie Author(s): Thelen, Shawn; Mottner,
Publication Date: 05/10/1999 Sandra; Berman, Barry 581152
Revision Date: 12/06/2007 Publication Date: 11/15/2004 Title: Dayton-Hudson Corp. vs. R.H.
Product Type: Case (Field) Product Type: Business Horizons Macy: A Case Study in Contrasting
Abstract: Despite revenues in excess of Article Strategies
$93 million in 1998, world-renowned Publisher: Business Horizons/Indiana Author(s): Salmon, Walter J.; Dew,
Dana-Farber Cancer Institute constantly University Marci K.
faces an operating shortfall and looks to Abstract: What is data mining, and how Publication Date: 05/19/1981
its highly successful development office does it differ from traditional statistical Revision Date: 08/27/1984
to help cover the deficit. The modeling? Along with finding the Product Type: Case (Library)
Abstract: During the 1970s, major profitable "win-win" solutions. Describes Author(s): Zaltman, Gerald; Zaltman,
general merchandise retailers pursued two hard-wired principles that influence Lindsay
different growth strategies with varying food acquisition and consumption and Publication Date: 05/06/2008
degrees of success. This case compares identifies four reversible drivers of food Product Type: HBS Press Chapter
the strategies of Dayton-Hudson and consumption that marketers could use to Abstract: If you want to overcome the
R.H. Macy and examines their chances help consumers better control what and deficit prevalent in consumer marketing
for continued superior results in the how much they eat. and evidenced by failed product
1980s. Industry Setting: Fast food industry; launches, ineffective marketing
Geographic Setting: United States Food processing industry communications, and me-too research
Industry Setting: Retail industry Subjects: NO and development, you must learn to
Company Size: large SUBJECTS(KEYWORDS) identify and engage the deep metaphors
Subjects: Department stores; Length: 14p that govern the minds of consumers.
Diversification; Growth strategy; Year New: 2005 May be used with: (4451BC)
Marketing strategy; Retailing; Strategic Undressing the Mind of the Consumer:
planning SMR176 Introduction to Deep Metaphors;
Length: 25p Title: The Decline and Dispersion of (4452BC) How to Think Deeply: A Brief
Marketing Competence Guide to Overcoming Your Depth Deficit;
576186 Author(s): Webster, Frederick E., Jr.; (4453BC) Foundations of Deep
Title: De Cordova Museum Malter, Alan J.; Ganesan, Shankar Metaphors: How Managers Benefit from
Author(s): Lovelock, Christopher H.; Publication Date: 07/01/2005 Discovering Consumer Similarities;
Demmler, L. Frank Product Type: SMR Article (4454BC) Balance: How Justice,
Publication Date: 02/01/1976 Abstract: In many companies, there has Equilibrium, and the Interplay of
Revision Date: 12/31/1983 been a marked drop in the influence, Elements Affect Consumer Thinking;
Product Type: Case (Field) stature, and significance of the corporate (4455BC) Transformation: How
Abstract: The executive director of De marketing department. Today, marketing Changes in Substance and
Cordova, a successful suburban is often less of a corporate function and Circumstances Affect Consumer
museum on the outskirts of Greater more a diaspora of skills and capabilities Thinking; (4456BC) Journey: How the
Boston, is evaluating future directions for spread across the organization. Argues Meeting of Past, Present, and Future
the museum in its 25th year. Should the that by itself, the disintegration of the Affects Consumer Thinking; (4457BC)
museum provide a more diverse range marketing center is not a cause for Container: How Inclusion, Exclusion,
of offerings to the local communities or concern, but the decline of core and Other Boundaries Affect Consumer
expand its geographic coverage marketing competence certainly is. Thinking; (4458BC) Connection: How
throughout Greater Boston to increase Examines a series of in-depth interviews the Need to Relate to Oneself and
membership and exhibition attendance? with leading marketing executives and Others Affects Consumer Thinking;
Exhibits (13p) include sample CEOs to clarify the root causes of the (4459BC) Resource: How Acquisitions
promotional materials, details of other decline. The research identifies eight and Their Consequences Affect
museums in the area, and findings of a distinct factors that contribute to Consumer Thinking; (4460BC) Control:
recent survey of De Cordova members marketing's waning influence--among How the Sense of Mastery, Vulnerability,
and visitors. Revised (1983) by C.H. them a worrying "short-termism," and Well-Being Affects Consumer
Lovelock. significant shifts in channel power, and Thinking.
Geographic Setting: Massachusetts marketing's inability to document its Subjects: NO
Industry Setting: Arts administration contribution to business results. The SUBJECTS(KEYWORDS)
Subjects: Arts administration; Polls & consequences are not immediate, but Length: 29p
surveys; Product lines; Sales they are far-reaching: Absent a core of List Price: $6.95
promotions; Strategic market planning marketing competence, the corporate Year New: 2007
Length: 26p brand will suffer, product innovation will
Supplementary Materials: Teaching weaken, and prices will be less robust. 577112
Note, (579148), 9p, by Christopher H. However, the fact that marketing does Title: Deere & Co.: Industrial Equipment
Lovelock continue to influence corporate strategy Operations
in some companies suggests there are Author(s): Shapiro, Benson P.
CMR315 opportunities and viable approaches for Publication Date: 02/01/1977
Title: De-Marketing Obesity building marketing competence as a Revision Date: 12/15/1985
Author(s): Wansink, Brian; Huckabee, source of competitive advantage. Product Type: Case (Field)
Mike Suggests four key issues facing Abstract: Describes the pricing of
Publication Date: 08/01/2005 marketing management, placing the Deere's crawler tractors used in a variety
Product Type: CMR Article focus not on restoration of the corporate of construction and industrial
Publisher: California Management marketing function but on the rebuilding applications. Includes a strategic,
Review of marketing competence across the multimillion-dollar move into the large
Abstract: Although catering to our organization. bulldozer market as well as the pricing of
biological interests, food companies Subjects: NO tractors, accessories, and parts.
have been recently accused of SUBJECTS(KEYWORDS) Geographic Setting: United States
contributing to the growing problem of Length: 11p Industry Setting: Construction industry
obesity. As a result, managers are torn Year New: 2005 Company Size: Fortune 500
between trying to satisfy consumers and Gross Revenues: $3.1 billion sales
trying to satisfy concerned public policy 4461BC Subjects: Industrial markets; Machinery;
officials who bring threats of taxes, fines, Title: Deep Metaphors at Work: A Marketing strategy; Pricing strategy;
restrictions, and legislation. Although the Strategy for Workable Wondering-- Product lines
situation appears perplexing, there are Understanding the Minds of Consumers Length: 17p
Supplementary Materials: Teaching OnPoint Enhanced Edition) tactic--how it can help companies
Note, (584127), 36p, by Benson P. Author(s): Rust, Roland T.; Thompson, successfully launch new products, enter
Shapiro Debora Viana; Hamilton, Rebecca W. new markets, or gain share with existing
Publication Date: 02/01/2006 products in their current markets. But for
R0602E Product Type: HBR OnPoint Article nearly every new product launch, market
Title: Defeating Feature Fatigue Abstract: Consider a coffeemaker that entrant, or industry upstart grabbing
Author(s): Rust, Roland T.; Thompson, offers 12 drink options, a car with more market share, there is an incumbent that
Debora Viana; Hamilton, Rebecca W. than 700 features on the dashboard, and must defend its position. And there has
Publication Date: 02/01/2006 a mouse pad that's also a clock, been little research on how these
Product Type: Harvard Business calculator, and FM radio. All are defenders can use marketing to respond
Review Article examples of "feature bloat," or to new or anticipated threats
Abstract: Consider a coffeemaker that "featuritis," the result of an almost preemptively. John H. Roberts outlines
offers 12 drink options, a car with more irresistible temptation to load products four basic types of defensive marketing
than 700 features on the dashboard, and with lots of bells and whistles. The strategies: positive, inertial, parity, and
a mouse pad that's also a clock, problem is that the more features a retarding. With the first two, you
calculator, and FM radio. All are product boasts, the harder it is to use. establish and communicate your points
examples of "feature bloat," or Manufacturers that increase a product's of superiority relative to the new entrant;
"featuritis," the result of an almost capability--the number of useful with the second two, you establish and
irresistible temptation to load products functions it can perform--at the expense communicate strategic points of
with lots of bells and whistles. The of its usability are exposing their comparability with your rival. Before
problem is that the more features a customers to feature fatigue. The choosing a strategy, you need to assess
product boasts, the harder it is to use. authors have conducted three studies to the weapons you have available to
Manufacturers that increase a product's gain a better understanding of how protect your market position--your brand
capability--the number of useful consumers weigh a product's capability identity, the products and services that
functions it can perform--at the expense relative to its usability. They found that support that identity, and your means of
of its usability are exposing their even though consumers know that communicating it. Then assess your
customers to feature fatigue. The products with more features are harder customers' value to you and their
authors have conducted three studies to to use, they initially choose high-feature vulnerability to being poached by rivals.
gain a better understanding of how models. They also pile on more features The author explains how Australian
consumers weigh a product's capability when given the chance to customize a telecommunications company Telstra,
relative to its usability. They found that product for their needs. Once consumers facing deregulation, used a combination
even though consumers know that have actually worked with a product, of the four strategies (plus the author's
products with more features are harder however, usability starts to matter more customer response model) to fend off
to use, they initially choose high-feature to them than capability. For managers in market newcomer Optus. Telstra was
models. They also pile on more features consumer products companies, these prepared, for instance, to reach deep
when given the chance to customize a findings present a dilemma: Should they into its pockets and engage in a price
product for their needs. Once consumers maximize initial sales by designing high- war. But the customer response model
have actually worked with a product, feature models, which consumers indicated that a parity strategy--in which
however, usability starts to matter more consistently choose, or should they limit Telstra would offer lower rates on some
to them than capability. For managers in the number of features to enhance the routes and at certain times of day, even
consumer products companies, these lifetime value of their customers? The though its prices, on average, were
findings present a dilemma: Should they authors' analytical model guides higher than its rival's--was more likely to
maximize initial sales by designing high- companies toward a happy middle prevent consumers from switching.
feature models, which consumers ground: maximizing the net present Ultimately, Telstra was able to retain
consistently choose, or should they limit value of the typical customer's profit several points of market share it
the number of features to enhance the stream. The authors also advise otherwise would have lost. The
lifetime value of their customers? The companies to build simpler products, strategies described here, though
authors' analytical model guides help consumers learn which products specific to Telstra's situation, offer
companies toward a happy middle suit their needs, develop products that lessons for any company facing new and
ground: maximizing the net present do one thing very well, and design potentially damaging competition.
value of the typical customer's profit market research in which consumers Geographic Setting: Australia
stream. The authors also advise use actual products or prototypes. Industry Setting: Telecommunications
companies to build simpler products, Subjects: NO industry
help consumers learn which products SUBJECTS(KEYWORDS) Subjects: NO
suit their needs, develop products that Length: 12p SUBJECTS(KEYWORDS)
do one thing very well, and design List Price: $6.50 Length: 6p
market research in which consumers Year New: 2006 Year New: 2005
use actual products or prototypes.
Industry Setting: Automotive industry; R0511J 596058
Cellphone; Consumer products; Title: Defensive Marketing: How a Title: Dell Computer Corp.
Electronics industry Strong Incumbent Can Protect Its Author(s): Narayandas, Das; Rangan,
Subjects: NO Position V. Kasturi
SUBJECTS(KEYWORDS) Author(s): Roberts, John H. Publication Date: 10/17/1995
Length: 12p Publication Date: 11/01/2005 Revision Date: 09/25/1996
Year New: 2006 Product Type: Harvard Business Product Type: Case (Field)
Review Article Abstract: Traces the evolution of the
3439 Abstract: There has been a lot of personal computer industry over the last
Title: Defeating Feature Fatigue (HBR research on marketing as an offensive 20 years and uses this as a backdrop to
look at how Dell Computer Corp. grew achieved a sales rate of $3 million a day. make difficult decisions on how to
from a small start-up to a multi-billion- The case describes the internal process sustain its profitability in light of its broad
dollar company in a decade. Dell is now that led to these dramatic results and product portfolio--PCs, workstations, and
faced with a set of decisions on the poses the question of how the firm servers on storage products for a broad
product markets it needs to serve in should leverage this activity to meet cross section of customers in the United
order to sustain its growth profitably into Michael Dell's goal of achieving 50% of States and worldwide. Should it stay the
the future. the company's anticipated $20 billion in course or fundamentally change
Geographic Setting: Global sales by the year 2000 via Internet strategy? May be used with: (598116)
Industry Setting: Personal computer channels. Teaching Purpose: To Dell Online.
industry understand the buying behavior and Geographic Setting: Global
Gross Revenues: $4 billion revenues transaction economics underlying Industry Setting: Personal computer
Subjects: Computer industry; Direct Internet commerce and study its industry
marketing; Marketing strategy implications for channel evolution. Number of Employees: 25,000
Length: 23p Geographic Setting: Texas Gross Revenues: $25 billion revenues
Supplementary Materials: Teaching Industry Setting: Personal computer Subjects: Computer industry; Growth
Note, (596098), 19p, by Das industry management; International marketing;
Narayandas Gross Revenues: $7.7 billion revenues Market positioning; Market selection
Subjects: Computer industry; Length: 24p
M293 Distribution channels; Electronic Supplementary Materials: Teaching
Title: Dell Computer: Inspiron Product commerce; Internet Note, (503040), 16p, by V. Kasturi
Development Length: 31p Rangan, Marie Bell
Author(s): Thomas, Jacquelyn S.;
Rosenstein, Michael 598116 503S30
Publication Date: 09/01/1998 Title: Dell Online Title: Dell--New Horizons, Spanish
Product Type: Case (Field) Author(s): Rangan, V. Kasturi; Bell, Version
Publisher: Stanford University Marie Author(s): Rangan, V. Kasturi; Bell,
Abstract: Describes the organizational, Publication Date: 03/02/1998 Marie
strategic, and tactical challenges that Revision Date: 03/26/1999 Publication Date: 05/10/2002
Dell Computer faces as it develops a Product Type: Case (Field) Revision Date: 10/10/2002
new laptop computer that is targeted at Abstract: Dell started online commerce Product Type: LACC Case
home and small business users. for its PCs in 1996, and by 1997 had Abstract: Founded in 1984, Dell had
Portrays the challenges that the firm achieved a sales rate of $3 million a day. achieved phenomenal growth and by
faces as it attempts to manage its The case describes the internal process 2000 had topped $25 billion in sales and
customer portfolio as well as its product that led to these dramatic results and more than $2 billion in net income. In the
line profitability. Presents data on the poses the question of how the firm fourth quarter of 2000, however, the PC
tradeoffs that the product developers should leverage this activity to meet industry's average 30-year growth rate
must make with regard to the weight, Michael Dell's goal of achieving 50% of crashed to a negative 10%. Dell had to
price, and hardware specifications of the the company's anticipated $20 billion in make difficult decisions on how to
potential new product. A unit within Dell, sales by the year 2000 via Internet sustain its profitability in light of its broad
called the Center for Competence, plays channels. May be used with: (502022) product portfolio--PCs, workstations, and
a key role in the design positioning and Dell--New Horizons. servers on storage products for a broad
pricing for the product line. In many Geographic Setting: Texas cross section of customers in the United
respects, this unit represents the voice Industry Setting: Personal computer States and worldwide. Should it stay the
of the customer in the product industry course or fundamentally change
development and marketing process. Gross Revenues: $7.7 billion revenues strategy?
The key questions at the end of the case Subjects: Computer industry; Geographic Setting: Global
are: 1) Should the laptop be Distribution channels; Electronic Industry Setting: Personal computer
introduced? 2) If it is introduced, how commerce; Internet industry
should it be configured? and 3) How Length: 27p Number of Employees: 25,000
should the product be priced? Supplementary Materials: Teaching Gross Revenues: $25 billion revenues
Geographic Setting: United States Note, (598146), 8p, by V. Kasturi Subjects: Computer industry; Growth
Industry Setting: Computer industry Rangan, Marie Bell management; International marketing;
Company Size: Fortune 500 BESTSELLER Market positioning; Market selection
Gross Revenues: $12 billion revenues Length: 29p
Subjects: Computer industry; Customer 502022
relations; Direct marketing; Marketing Title: Dell--New Horizons HKU682
strategy; Product development; Product Author(s): Rangan, V. Kasturi; Bell, Title: Dell: Selling Directly, Globally
portfolio management Marie (2007)
Length: 22p Publication Date: 05/10/2002 Author(s): Wang, Hong Iris;
Revision Date: 10/10/2002 Farhoomand, Ali; Ng, Pauline
502S31 Product Type: Case (Field) Publication Date: 08/15/2007
Title: Dell Online, Spanish Version Abstract: Founded in 1984, Dell Corp. Product Type: Case (Field)
Author(s): Rangan, V. Kasturi; Bell, has achieved phenomenal growth, and Publisher: University of Hong Kong
Marie by 2000 had topped $25 billion in sales Abstract: On 31 January 2007, Dell Inc.
Publication Date: 08/09/2002 and over $2 billion in net income. In the announced the return of Michael Dell, its
Product Type: LACC Case 4th quarter of 2000, however, the PC founder, to the position of CEO,
Abstract: Dell started online commerce industry's average 30-year growth rate replacing Kevin Rollins in providing day-
for its PCs in 1996, and by 1997 had crashed to a negative 10%. Dell must to-day leadership to the troubled PC
maker. The radical decision came after a Gross Revenues: $418 million strategy; Product management; Sales
turbulent year that saw a sharp decline revenues management
in both market share and profitability, Subjects: Agribusiness; Emerging Length: 19p
and which ended with Dell losing its markets; Food; International marketing; Supplementary Materials: Teaching
leading position in the industry to Market entry Note, (595092), 13p, by Frank V.
Hewlett-Packard, from which it took in Length: 29p Cespedes
2003. Once a high-flying success case
with its revolutionary direct business-to- 507S07 597072
customer model, Dell was now facing an Title: Dendrite International, Spanish Title: Dendrite International (A)
obvious challenge in turning itself Version (Condensed)
around. This is a management strategy Author(s): Cespedes, Frank V.; Bell, Author(s): Deighton, John
case concerned with the applicability of Marie Publication Date: 01/28/1997
the direct business-to-customer model in Publication Date: 10/13/1993 Revision Date: 07/08/1998
global expansion, further complicated by Product Type: LACC Case Product Type: Case (Field)
changing industry dynamics. The Abstract: Dendrite International is a $23 Abstract: This version has been
application of the model is dependent on million (1992 revenues) supplier of sales shortened to concentrate on the issue of
many factors that are outside the control automation software to pharmaceuticals managing a long selling process and
of the company. The combined effect of companies in Europe, Japan, and the long post-sale account relationship. The
these factors--such as physical United States. The firm's strategy has focus on the pharmaceutical industry in
infrastructure, telecommunications depended on being a full-service the United States, Europe, and Japan is
infrastructure, political climate, supplier to multinational firms. preserved. Broader questions of
transportation networks, availability of Impending changes in the expansion into other industries and the
suitable staff--determines the market pharmaceuticals industry, as well as development of new products have been
readiness of the country concerned. technological and competitive written out.
Meanwhile, the changing market developments, have raised issues Geographic Setting: United States;
conditions, such as consumer concerning the best means of future Europe; Japan
purchasing patterns and market growth growth and accompanying account- Industry Setting: Software industry;
patterns, may also impair the management procedures. Pharmaceutical industry
effectiveness of the model. The test is Geographic Setting: Europe; Japan; Company Size: small
whether Dell can successfully apply its United States Gross Revenues: $30 million revenues
direct model in other markets with Industry Setting: Pharmaceutical Subjects: Industrial markets;
different social and economic contexts, industry; Software industry Information services; International
notably China. In addition, should Dell Gross Revenues: $30 million revenues marketing; Marketing management;
unswervingly adhere to the direct model Subjects: NO Marketing organization; Marketing
in the face of shifting market conditions, SUBJECTS(KEYWORDS) strategy; Product management; Sales
globally and regionally? What are the Length: 21p management
strategies it should develop to conquer Length: 15p
the world's second-largest PC market--
594048
China?
Title: Dendrite International 584046
Author(s): Cespedes, Frank V.; Bell, Title: Dennison Manufacturing Co.:
Subjects: NO
Marie Fastener Division (A)
SUBJECTS(KEYWORDS)
Publication Date: 10/13/1993 Author(s): Corey, E. Raymond; Kinnear,
Length: 25p
Revision Date: 02/24/1995 Constance M.
Note, (HKU683), 8p, by Hong Iris Wang,
Abstract: Dendrite International is a $23 Revision Date: 06/16/1986
Ali Farhoomand, Pauline Ng
million (1992 revenues) supplier of sales Product Type: Case (Field)
Year New: 2007
automation software to pharmaceuticals Abstract: A manufacturing company
companies in Europe, Japan, and the must try to increase its market share in
502042 United States. The firm's strategy has the fastener division in the face of an
Title: Delta Dairy S.A. depended on being a full-service unprecedented decline in sales. In order
Author(s): Arnold, David J.; Vassilaras, supplier to multinational firms. to do this, the division must develop new
George P. Impending changes in the products and find new markets for them.
Publication Date: 12/06/2001 pharmaceuticals industry, as well as This requires a total re-evaluation of the
Product Type: Case (Field) technological and competitive present distribution system.
Abstract: Delta, the leader in the Greek developments, have raised issues Geographic Setting: Massachusetts
dairy market, has successfully expanded concerning the best means of future Industry Setting: Fastener industry;
into the Balkins through joint venture growth and accompanying account- Industrial goods
agreements in the ice cream sector. It is management procedures. Gross Revenues: $577 million assets
now considering whether to expand its Geographic Setting: United States; Subjects: Distribution channels;
product line in those markets or to Europe; Japan Distribution planning; Industrial goods;
continue market development by Industry Setting: Software industry; Industrial markets; Sales organization
entering Poland. Teaching Purpose: To Pharmaceutical industry Length: 24p
examine market entry and development Company Size: small Supplementary Materials: Supplement
strategies in an emerging market Gross Revenues: $30 million revenues (Field), (584082), 2p, by E. Raymond
context. Subjects: Industrial markets; Corey,
Geographic Setting: Greece Information services; International
Industry Setting: Dairy industry marketing; Marketing management; 584082
Number of Employees: 2,900 Marketing organization; Marketing Title: Dennison Manufacturing Co.:
Fastener Division (B) Length: 26p Length: 12p

Author(s): Corey, E. Raymond; Carrey
B 506S35 587174
Publication Date: 02/09/1984 Title: Designing Channels of Title: Designing Multinational Marketing
Product Type: Supplement (Field) Distribution, Spanish Version Programs
Abstract: Follow-up to the situation Author(s): Rangan, V. Kasturi Author(s): Buzzell, Robert D.; Quelch,
described in the (A) case. Must be used Publication Date: 05/11/1994 John A.
with: (584046) Dennison Manufacturing Product Type: LACC Note Publication Date: 05/19/1987
Co.: Fastener Division (A). Abstract: Presents a framework and a Product Type: Note
Subjects: Distribution channels; method for addressing the new product Abstract: Provides an overview of the
Distribution planning; Industrial goods; channel choice decision. Offers a six- elements of multinational marketing
Industrial markets; Sales organization step method that involves: 1) programs. Prepared as a chapter of a
Length: 2p disaggregating and prioritizing a book, Multinational Marketing
distribution channel by customers' Management: Cases and Readings, by
F0509K channel function requirements; 2) R.D. Buzzell and J.A. Quelch.
Title: Denying the Urge to Splurge obtaining and combining customers' Subjects: Distribution; Marketing
Author(s): Okada, Erica Mina (and key informants) evaluations of the management; Multinational corporations;
Publication Date: 09/01/2005 channel functions; 3) benchmarking Pricing; Product life cycle
Product Type: Harvard Business existing channels (own as well as Length: 8p
Review Article competitors'); 4) identifying and
Abstract: To sell more goods, separate constructing effective channel 6283BC
the necessities from the luxuries. alternatives; 5) quantifying the short- Title: Develop a Common Planning
Subjects: NO term and long-term benefits and costs of Process and Information System: CMO
SUBJECTS(KEYWORDS) each alternative; and 6) selecting the Strategies for Facilitating Silo
Length: 1p appropriate channel by trading off the Cooperation
Year New: 2005 opportunities versus constraints posed Author(s): Aaker, David
by existing channel networks (if Publication Date: 10/21/2008
590044 applicable). The method requires Product Type: HBS Press Chapter
Title: Deployment, Focus, and extensive management participation to Abstract: Apparently sophisticated
Measuring Effectiveness facilitate its implementation. Provides an marketing firms often lack a common
Author(s): Cespedes, Frank V. illustrative application to demonstrate its planning process across their silo units.
Publication Date: 10/26/1989 managerial usefulness. In too many cases, the silo units are able
Revision Date: 11/16/2006 Subjects: NO to use their homegrown planning
Product Type: Note SUBJECTS(KEYWORDS) process, and the results are predictably
Abstract: Written for a module in the Length: 14p uneven and ad hoc. What is optimal is to
Marketing Implementation course Year New: 2006 have both a planning process and a
(second-year MBA elective). Offers a supporting information system that are
framework for considering relevant 594116 the same across silos--and this is where
factors that affect sales force Title: Designing Channels of Distribution the CMO comes in. This chapter
deployment and criteria for measuring Author(s): Rangan, V. Kasturi describes some prototype silo planning
sales effectiveness and the conduct of Publication Date: 05/11/1994 processes and silo-spanning information
field marketing efforts. Product Type: Note systems that can serve as a model and
Subjects: Marketing implementation; Abstract: Presents a framework and a point of departure for those attempting to
Marketing management; Marketing method for addressing the new product develop or refine their own.
organization; Productivity; Sales channel choice decision. Offers a six- Subjects: NO
management step method that involves: 1) SUBJECTS(KEYWORDS)
Length: 7p disaggregating and prioritizing a Length: 25p
distribution channel by customers' List Price: $6.95
578203 channel function requirements; 2)
Title: Design Research, Inc. obtaining and combining customers' 584056
Author(s): Salmon, Walter J.; Milberg (and key informants) evaluations of the Title: Developing Foreign Export as a
AR channel functions; 3) benchmarking Market Entry Strategy
Publication Date: 05/01/1978 existing channels (own as well as Author(s): Cady, John F.; Glover,
Revision Date: 08/01/1978 competitors'); 4) identifying and Katherine
Product Type: Case (Field) constructing effective channel Publication Date: 11/03/1983
Abstract: This company is a specialty alternatives; 5) quantifying the short- Product Type: Note
retailer of home furnishings. The case term and long-term benefits and costs of Abstract: Summarizes much of what is
focuses generally on the product mix each alternative; and 6) selecting the known concerning the export
sold in the stores, and specifically on a appropriate channel by trading off the development strategies of U.S. firms.
proposal to increase the emphasis opportunities versus constraints posed Examines the determinants of exporting,
placed on furniture sales. by existing channel networks (if and the role of corporate and external
Geographic Setting: United States applicable). The method requires "change agents" in stimulating exporting,
Industry Setting: Retail industry extensive management participation to and the process that firms go through in
Gross Revenues: $10 million sales facilitate its implementation. Provides an developing exportation as an innovative
Subjects: Furniture; Household illustrative application to demonstrate its strategy. Also addresses government's
products; Retailing managerial usefulness. role in stimulating export strategies.
Subjects: Distribution channels; Subjects: Exports; International
Distribution planning marketing; International trade; Market
entry; Strategic market planning Length: 28p are instrumental to their firms' success
Length: 25p Year New: 2006 and growth. Interviews with direct selling
executives have helped identify
2599BC BME6 universally applicable sales force
Title: Developing New Products and Title: Developing and Marketing a success variables: selecting the right
Services: The Marketer's Role Blockbuster Drug: Lessons from Eli individuals, maintaining their motivation,
Publication Date: 11/21/2005 Lilly's Experience with Prozac developing the appropriate skills, and
Product Type: HBS Press Chapter Author(s): Eaton, Margaret L.; Xu, Mark providing high perceived value and
Abstract: Traditional market research Publication Date: 02/25/2005 supply. With an independent sales force
techniques are applied to developing Product Type: Case (Field) framework, it is imperative for direct
incremental updates on existing Publisher: Stanford University selling firms to implement programs that
products. The development may take a Abstract: In 1987, Eli Lilly began to aid in finding and keeping strong
horizontal path to like products or a market Prozac, the first available drug in individual sellers.
vertical path to make premium or budget a new class of psychotropic drugs called Subjects: NO
versions of one line. However, market selective serotonin reuptake inhibitors SUBJECTS(KEYWORDS)
research may suggest breakthrough (SSRIs). Prozac, and other SSRIs that Length: 6p
products that pose a larger market risk followed it, revolutionized the treatment Year New: 2005
but can equal unprecedented results. of depression and changed the
This chapter concentrates all of these philosophy and practice of psychiatry. It 596076
options and defines the marketer's role allowed depression to be treated by Title: Dewar's (A): Brand Repositioning
in each. May be used with: (2556BC) nonpsychiatrist physicians, substantially in the 1990s
Marketing Strategy: How it Fits with increased the number of depressed Author(s): Silk, Alvin J.; Klein, Lisa R.
Business Strategy; (2564BC) Creating a patients who had access to treatment, Publication Date: 03/22/1996
Marketing Plan: An Overview; and lowered the cost of treating Revision Date: 11/12/1997
(2572BC) Competitive Analysis: depression and other mental illnesses. Product Type: Case (Field)
Understand Your Opponents; (2580BC) Prozac quickly became the biggest Abstract: Dewar's, a major brand of
Market Customization: Market selling drug in the history of the Scotch whisky, produced by United
Segmentation, Targeting, and pharmaceutical industry. Explores the Distillers of the U.K., and the U.S. leader
Positioning; (2602BC) Branding: history of Prozac and the factors that in the Scotch category with a 15%
Differentiation that Customers Value; combined to make it the best-selling market share, faced a declining market
(2610BC) The Right Customers: drug of all time. Provides a brief history among traditional consumers of distilled
Acquisition, Retention, and of depression and the theories that led spirits. Given the growing societal, legal,
Development; (2629BC) Pricing It Right: some scientists to pursue SSRIs. Covers and regulatory opposition to drinking in
Strategies, Applications, and Pitfalls; Lilly's uncertain development of Prozac, the U.S., the marketing options were
(2637BC) Integrated Marketing the thoughtful marketing that went into limited. In addition, drinking preferences
Communications: Creativity, the launch, and the company's post- had shifted away from distilled spirits to
Consistency, and Effective Resource launch marketing strategies as the drug lighter, lower alcohol beverages like
Allocation; (2645BC) Interactive became widely used. Emphasizes the wine, wine coolers, and beer. In early
Marketing: New Channel, New management difficulties, including 1993, Dewar's U.S. importer, Schieffelin
Challenge; (2653BC) Marketing Across product lawsuits and patent expirations, and Somerset, in cooperation with the
Borders: It's a Big, Big World. generated by blockbuster drugs. brand's longstanding advertising agency,
Subjects: NO Geographic Setting: Indianapolis, IN Leo Burnett, began to explore the
SUBJECTS(KEYWORDS) Industry Setting: Pharmaceutical opportunities for repositioning Dewar's to
Length: 19p industry younger adults. Repositioning Dewar's
List Price: $6.95 Subjects: NO was a necessity for the brand to remain
Year New: 2006 SUBJECTS(KEYWORDS) viable in the long term. Its existing
Length: 31p customer base was aging, and younger
CMR354 Supplementary Materials: Teaching drinkers who did drink Scotch were
Title: Developing an Effective Customer Note, (BME6TN), 14p, by Margaret L. consuming less. The issue is how to
Loyalty Program Eaton update the brand's image to attract
Author(s): Berman, Barry Year New: 2006 younger consumers. The brand manager
Publication Date: 11/01/2006 faces the decision of planning the
Product Type: CMR Article BH157 strategy for a repositioning or
Publisher: California Management Title: Developing the Sales Force, "recruitment" campaign for the brand.
Review Growing the Business: The Direct May be used with: (596094) Dewar's
Abstract: Despite the large number of Selling Experience (C): Exploring New Media
firms offering loyalty programs and their Author(s): Crittenden, Victoria L.; Opportunities; (596085) Dewar's (B):
high levels of consumer membership, Crittenden, William F. Preliminary Results of the Repositioning
many of these loyalty programs have not Publication Date: 09/15/2004 Campaign.
been successful. Differentiates among Product Type: Business Horizons Geographic Setting: United States
four different types of loyalty programs Article Industry Setting: Liquor
and offers a series of guidelines to assist Publisher: Business Horizons/Indiana Number of Employees: 400
firms to develop, implement, and control University Gross Revenues: $195 million
an effective loyalty program. Describes Abstract: With worldwide sales topping revenues
several potential pitfalls that need to be $85 billion, the scope and scale of direct Subjects: Advertising campaigns;
avoided. selling warrants greater understanding of Advertising strategy; Beverages; Brands;
Subjects: NO its chief asset: the sales representative. Consumer marketing; Marketing
SUBJECTS(KEYWORDS) Self-employed individuals, these reps management; Marketing strategy
Length: 29p 506084 Revision Date: 01/27/2000

Title: Dewey & Almy Chemical Division Product Type: Case (Field)
596085 Author(s): Matthews, John B., Jr.; Publisher: Richard Ivey School of
Title: Dewar's (B): Preliminary Results McDonald, Philip R. Business/UWO
of the Repositioning Campaign Publication Date: 04/11/1961 Abstract: The president director of
Author(s): Silk, Alvin J.; Klein, Lisa R. Revision Date: 04/23/1985 Dharmala Manulife, a large, successful
Publication Date: 03/27/1996 Product Type: Case (Field) Canadian-Indonesian joint venture life
Revision Date: 10/31/1997 Abstract: Describes management's insurance company, faced a significant
Product Type: Case (Field) considerations in pricing a new product, disruption to operations due to social
Abstract: Reports the strategic choices the polyfibron blanket, and its gradual unrest in Jakarta. Moreover, the Asian
made by Dewar's and briefly describes introduction on a region-by-region basis. financial crisis had resulted in a massive
the implementation of the campaign from Geographic Setting: Massachusetts devaluation of the rupiah in terms of the
its launch in September 1993 through Industry Setting: Chemical industry U.S. dollar. Thus, premiums on U.S.
September 1995. May be used with: Event Year Start: 1959 dollar-denominated policies had become
(596076) Dewar's (A): Brand Event Year End: 1959 prohibitively expensive almost overnight.
Repositioning in the 1990s; (596094) Subjects: Chemicals; Market research; Policy surrenders, redemptions, and
Dewar's (C): Exploring New Media Marketing strategy; Pricing strategy; lapses were occurring at an alarming
Opportunities. Product introduction; Product lines rate. This erosion of the company's client
Geographic Setting: United States Length: 9p base also meant that sales agents (who
Industry Setting: Liquor worked solely on commissions) were not
Number of Employees: 400 905A02 only losing clients, but were also facing a
Gross Revenues: $195 million Title: Dexit--A Marketing Opportunity tremendous challenge in writing new
revenues Author(s): Ritchie, Robin; Lalani, Sohail policies in light of the economic, political,
Subjects: Advertising campaigns; Publication Date: 04/04/2005 and social chaos. Given the external
Advertising strategy; Beverages; Brands; Product Type: Case (Field) situation, the president director and his
Consumer marketing; Marketing Publisher: Richard Ivey School of senior management team were forced to
management; Marketing strategy Business/UWO develop effective strategic marketing
Length: 2p Abstract: Dexit is a new electronic decisions.
payment system that offers a convenient Geographic Setting: Indonesia
alternative to cash for small-value retail Industry Setting: Insurance industry
596094
transactions. The chief executive officer Company Size: large
Title: Dewar's (C): Exploring New
is faced with some critical target market Subjects: Asia; Canada; Insurance;
Media Opportunities
and marketing mix decisions as she Marketing strategy; Pension funds;
Author(s): Silk, Alvin J.; Klein, Lisa R.
prepares for launch. The situation is Product development; Sales
complicated by the fact that action is management; Sales strategy
needed on two fronts: Dexit must not Length: 21p
only recruit end consumers for the Supplementary Materials: Teaching
Abstract: Dewar's is considering
service, it also must convince merchants Note, (899A22), 10p, by John S.
employing new media options. The
to install the payment terminals. Hulland, Donna Everatt
company had committed resources to a
new CD-ROM magazine, Launch, in Because paying with cash is free, the
1994, as its first experiment with new company needs to persuade both 597048
media. During 1994, a number of groups that the added convenience of Title: Diamond Walnut Growers
additional opportunities have been Dexit justifies a transaction fee. Although Author(s): Goldberg, Ray A.; Carter,
presented to both Leo Burnett and S&S the concept appears to have good Mollie H.
including other CD-ROM "digizines" and potential, recent test market failures of Publication Date: 11/12/1996
World Wide Web sites. Jamie Prusak two similar offerings suggest that Product Type: Case (Field)
must now decide how to evaluate these success is far from guaranteed. Abstract: Diamond Walnut Growers is
new opportunities, as well as several Reinforces the importance of solid the largest walnut marketer in the world.
other lower technology media consumer analysis when selecting a As a grower-owned cooperative, it is
alternatives, in terms of costs, target market, demonstrates the concept under pressure to operate as efficiently
effectiveness and efficiency, and long- of value to the customer, and provides a as independent handlers. Diamond is
term impact on the brand's two target basis for discussing push vs. pull evaluating its high-margin consumer
markets. May be used with: (596076) marketing strategies. branded business, which has
Dewar's (A): Brand Repositioning in the Geographic Setting: Canada experienced little to no growth, and the
1990s; (596085) Dewar's (B): Industry Setting: Business services low-margin but rapidly growing industrial
Preliminary Results of the Repositioning Subjects: NO business to determine its strategy
Campaign. SUBJECTS(KEYWORDS) regarding each.
Geographic Setting: United States Length: 17p Geographic Setting: United States
Industry Setting: Liquor Supplementary Materials: Teaching Industry Setting: Agriculture industry
Number of Employees: 400 Note, (805A02), 16p, by Robin Ritchie Number of Employees: 500
Gross Revenues: $195 million Year New: 2005 Gross Revenues: $200 million
revenues revenues
Subjects: Advertising campaigns; 99A022 Subjects: Agribusiness; Cooperatives;
Advertising strategy; Beverages; Brands; Title: Dharmala Manulife: A Marketing Food; Marketing strategy
Consumer marketing; Marketing Strategy Length: 23p
management; Marketing strategy Author(s): Hulland, John S.; Everatt,
Length: 16p Donna R0305H
Publication Date: 01/01/1999 Title: Diamonds in the Data Mine
Author(s): Loveman, Gary W. its competitors by mining customer data, Publication Date: 11/09/2001
Publication Date: 05/01/2003 running experiments using customer Revision Date: 03/21/2002
Product Type: Harvard Business information, and using the findings to Product Type: LACC Case
Review Article develop and implement marketing Abstract: Digital Angel is considering
Abstract: Harrah's Entertainment may strategies that keep customers coming the appropriate marketing plan for the
not offer the most dazzling casinos in the back for more. Harrah's identified its best launch of its new locator device. The
business, but it is the most profitable customers--who were not typical high device, a watch and pager worn in
gaming company in the United States. rollers--and taught them to respond to combination, provides GPS location
Since 1998, Harrah's has recorded 16 the casino's marketing efforts in a way information and monitors heart rate and
straight quarters of same-store revenue that added to their individual value. The body temperature via body sensors.
growth. It boasts the most devoted company's customer preference data Parents of young children and caregivers
clientele in the casino industry, a were collected through its Total Rewards of Alzheimer's patients are the initial
business notorious for fickle customers. incentive program; in addition, it used target markets for the device, but at least
In this article, Harrah's Entertainment decision-science-based analytical tools 26 potential markets have been
CEO and former Harvard Business and database marketing. This deep data identified. Building a brand and
School Professor Gary Loveman mining has succeeded because Harrah's generating positive word of mouth are
explains how his company has trumped has simultaneously maintained its focus central to the marketing plan decision.
its competitors by mining customer data, on satisfying its customers. Loveman But the technology also raises concerns
running experiments using customer outlines the specific strategies and over privacy issues, and the benefits of
information, and using the findings to employee-performance measures that the product are complex and challenging
develop and implement marketing Harrah's uses to nurture customer to communicate.
strategies that keep customers coming loyalty across its 26 casinos. Geographic Setting: Palm Beach, FL
back for more. Harrah's identified its best Subjects: Customer relations; Customer Subjects: Advertising strategy;
customers--who were not typical high retention; Customer service; Market Consumer marketing; Innovation;
rollers--and taught them to respond to segmentation; Marketing information Marketing planning; New product
the casino's marketing efforts in a way systems; Marketing planning; Marketing marketing; Product development;
that added to their individual value. The strategy Product introduction; Technology
company's customer preference data Length: 9p Length: 22p
were collected through its Total Rewards List Price: $6.50
incentive program; in addition, it used NEW 593040
decision-science-based analytical tools Title: Dillard's Department Stores
and database marketing. This deep data 502021 Author(s): Salmon, Walter J.; Ortmeyer,
mining has succeeded because Harrah's Title: Digital Angel Gwendolyn K.
has simultaneously maintained its focus Author(s): Moon, Youngme; Herman, Publication Date: 10/05/1992
on satisfying its customers. Loveman Kerry Product Type: Case (Library)
outlines the specific strategies and Publication Date: 11/09/2001 Abstract: Discusses how a department
employee-performance measures that Revision Date: 03/21/2002 store retailer changed its pricing policy.
Harrah's uses to nurture customer Product Type: Case (Field) Geographic Setting: United States
loyalty across its 26 casinos. May be Abstract: Digital Angel is considering Industry Setting: Retail industry
used with: (184048) Controls at the the appropriate marketing plan for the Subjects: Department stores; Pricing;
Sands Hotel and Casino. launch of its new locator device. The Pricing strategy; Retailing
Subjects: Customer relations; Customer device, a watch and pager worn in Length: 15p
retention; Customer service; Market combination, provides GPS location
segmentation; Marketing information information and monitors heart rate and 500083
systems; Marketing planning; Marketing body temperature via body sensors. Title: The Dimensions of Brand Equity
strategy Parents of young children and for Nestle Crunch Bar, A Research Case
Length: 8p caregivers of Alzheimer's patients are Author(s): Zaltman, Gerald
NEW the initial target markets for the device, Publication Date: 01/27/2000
but at least 26 potential markets have Product Type: Miscellaneous
3647 been identified for the product. Building Educational Material
Title: Diamonds in the Data Mine (HBR a brand and generating positive word of Abstract: An in-depth study of
OnPoint Enhanced Edition) mouth are central to the marketing plan consumer thoughts and feelings about a
Author(s): Loveman, Gary W. decision. But the technology also raises branded candy bar. May be used with:
Publication Date: 05/01/2003 concerns over privacy issues, and the (599056) The ZMET Research Process.
Product Type: HBR OnPoint Article benefits of the product are complex and Industry Setting: Food industry
Abstract: Harrah's Entertainment may challenging to communicate. Subjects: Brand equity; Consumer
not offer the most dazzling casinos in the Geographic Setting: Palm Beach, FL behavior; Food; Market research
business, but it is the most profitable Subjects: Advertising strategy; Length: 56p
gaming company in the United States. Consumer marketing; Innovation;
Since 1998, Harrah's has recorded 16 Marketing planning; New product
591002
straight quarters of same-store revenue marketing; Product development;
Title: Direct Product Profitability at
growth. It boasts the most devoted Product introduction; Technology
Hannaford Brothers Co.
clientele in the casino industry, a Length: 20p
Author(s): Salmon, Walter J.; Dew,
business notorious for fickle customers.
Marci K.
In this article, Harrah's Entertainment 502S41 Publication Date: 10/19/1990
CEO and former Harvard Business Title: Digital Angel, Spanish Version Revision Date: 06/22/1992
School Professor Gary Loveman Author(s): Moon, Youngme; Herman, Product Type: Case (Field)
explains how his company has trumped Kerry Abstract: Concerns the pioneering use
of a method of accounting in retailing alternative service levels and price Number of Employees: 500
which takes into account not only sales points, link future purchases to current Gross Revenues: $200 million
and the cost of goods sold but, at the transactions, change the price revenues
item level, all of the variable costs effectiveness period, substitute Subjects: Health care; Health
associated with each item that is sold. components of the price, shift some of insurance; Incentives; Insurance;
Focuses on the strengths and the price to suppliers); building more Product design; South Africa
weaknesses of Hannaford's use of Direct subtlety into the pricing process (set Length: 4p
Product Profit and the opportunities and prices selectively rather than across the Supplementary Materials: Teaching
obstacles in the way of the improvement board, move prices in smaller Note, (599051), 7p, by Samuel Chun
and extension of the Direct Product increments, raise invisible prices, match
Profit system. price moves to the market, use F0303B
Industry Setting: Retail industry discounts strategically to build Title: Disintegrated Marketing
Subjects: Accounting procedures; relationships with desirable clients); and Author(s): Klein, Daniel
Pricing; Retailing; Supermarkets exploiting patterns common in other Publication Date: 03/01/2003
Length: 27p difficult markets (price against the Product Type: Harvard Business
Supplementary Materials: Teaching leader, follow the leader, seek out Review Article
Note, (595120), 3p, by David E. Bell segments that will tolerate higher Abstract: Companies typically divide up
prices). With the hidden power of pricing, the aspects of major marketing
96305 a company facing a highly price- campaigns, assuming that the efforts of
Title: Discover Your Products' Hidden competitive market can use knowledge a half-dozen or more specialty agencies
Potential and subtlety to improve its returns and and internal groups will reinforce one
Author(s): MacMillan, Ian C.; Gunther share. another. But a better approach is to
McGrath, Rita Subjects: Competition; Marketing "systems engineer" a campaign, which
Publication Date: 05/01/1996 management; Marketing strategy; may require that each component be
Product Type: Harvard Business Pricing; Pricing strategy compromised to serve the needs of the
Review Article Length: 8p whole.
Abstract: A successful strategy for Subjects: Marketing management;
selling your products or services 599046 Marketing organization; Marketing
depends on your ability to get into the Title: Discovery Health (A) planning; Marketing strategy
minds of your targeted customers. But Author(s): Chun, Samuel; Matisonn, Length: 2p
sometimes the customers themselves do Shaun
not know what is in their minds. A simple Publication Date: 09/17/1998 596060
tool called the ACE (Attribute Revision Date: 06/30/1999 Title: Disney Consumer Products in
Categorization and Evaluation) Matrix Product Type: Case (Field) Lebanon
can help managers understand Abstract: A South African health Author(s): Quelch, John A.
customers' behavior and bring hidden insurance company undertakes a Publication Date: 10/04/1995
product attributes to the surface. It helps redesign of its prescription drug Revision Date: 10/10/1996
companies see that a product may have coverage policy in light of its Product Type: Case (Field)
different salient attributes for different experiences with Prozac. May be used Abstract: The managing director of
customer segments. The matrix gives with: (599047) Discovery Health (B). Disney Consumer Products for Europe
companies an iterative process for Geographic Setting: South Africa and the Middle East is reviewing recent
validating assumptions about product Industry Setting: Health care industry market research in Lebanon regarding
attributes and for monitoring changes Number of Employees: 500 the sales potential of Disney licensed
that occur because of competition. Gross Revenues: $200 million products and assessing the pros and
Subjects: Consumer behavior; Market revenues cons of several distribution options.
research; Market segmentation; Product Subjects: Health care; Health Geographic Setting: Europe; Middle
positioning insurance; Incentives; Insurance; East
Length: 10p Product design; South Africa Industry Setting: Consumer products;
Length: 16p Retail industry
BH055 Supplementary Materials: Teaching Gross Revenues: $1.4 billion revenues
Title: Discovering Hidden Pricing Power Note, (599051), 7p, by Samuel Chun Subjects: Consumer goods; Distribution
Author(s): Potter, David V. planning; Entertainment industry; Growth
Publication Date: 11/15/2000 599047 strategy; International marketing; Middle
Product Type: Business Horizons Title: Discovery Health (B) East
Article Author(s): Chun, Samuel; Matisonn, Length: 17p
Publisher: Business Horizons/Indiana Shaun Supplementary Materials: Teaching
University Publication Date: 09/17/1998 Note, (598125), 5p, by John A. Quelch
Abstract: Even in a mature and Revision Date: 07/02/1999
complex market, which is resistant to Product Type: Case (Field) 507006
across-the-board price increases, there Abstract: A South African health Title: Disney Consumer Products:
are still many ways to deftly raise insurance company grapples with Marketing Nutrition to Children
effective prices and increase market designing a financially viable coverage Author(s): Bell, David E.; Winig, Laura
share. Pricing policy, if wielded wisely, solution for a new prescription drug Publication Date: 12/13/2006
can still be a powerful tool. The path to treatment for male impotence. May be Revision Date: 01/25/2007
these pricing opportunities lies in three used with: (599046) Discovery Health Product Type: Case (Field)
actions management can take: (A). Abstract: In an effort to capture market
changing the structure of the price Geographic Setting: South Africa share in the children's foods category,
(bundle benefits, unbundle benefits, offer Industry Setting: Health care industry Disney Consumer Products (DCP)
debuted a broad line of "better for you" Author(s): Niezen, Carlos; Rodriguez, Nonprofit organizations; Social
foods, ranging from fresh fruits and Julio enterprise
vegetables to frozen meals, through a Publication Date: 04/01/2008 Length: 8p
partnership with Kroger supermarkets. In Product Type: Harvard Business
answer to a global obesity epidemic, Review Article F0611E
DCP reformulated existing products and Abstract: Coca-Cola developed a Title: Do Customer Communities Pay
introduced new ones which met stringent distribution model for emerging markets Off?
nutritional requirements. Disney--and by by learning how its Peruvian bottler Author(s): Algesheimer, Rene;
extension, DCP--is highly influential with succeeded in the mom-and-pop channel. Dholakia, Paul M.
children: can the company use its The tenets: Turn wholesalers into Publication Date: 11/01/2006
"magic" to get children to switch from distributors, use IT to link and control Product Type: Harvard Business
sugary, processed foods and become distributors, and employ simple Review Article
lifelong converts to a more nutritious technology. PepsiCo has taken a page Abstract: New research says they do, in
diet? What is the food industry's from the same playbook; other spades, especially for online businesses.
responsibility in this controversial space? multinationals can, too. Subjects: NO
Geographic Setting: United States Geographic Setting: Latin America SUBJECTS(KEYWORDS)
Industry Setting: Entertainment Subjects: NO Length: 2p
industry SUBJECTS(KEYWORDS) Year New: 2006
Gross Revenues: $65 million revenues Length: 4p
Event Year Start: 2006 Year New: 2007
SMR031
Title: Do Customer Loyalty Programs
Subjects: NO 585045 Really Work?
SUBJECTS(KEYWORDS) Title: Distribution Policy Author(s): Dowling, Grahame R.;
Length: 28p Author(s): Dolan, Robert J. Uncles, Mark
Supplementary Materials: Teaching Publication Date: 09/14/1984 Publication Date: 07/01/1997
Note, (5-508-078), 5p, by David E. Bell, Revision Date: 10/30/1992 Product Type: SMR Article
Mary Shelman Product Type: Note Abstract: A company that initiates a
Year New: 2006 Abstract: Presents some fundamental customer loyalty program usually wants
principles of channels of distribution to retain existing customers, maintain
9-508-S23 management. sales levels and profits, increase the
Title: Disney Consumer Products: Subjects: Distribution channels; potential value of existing customers,
Marketing Nutrition to Children, Spanish Marketing management and encourage customers to buy its
Version Length: 7p other products as well. But, based on a
Author(s): Bell, David E.; Winig, Laura review of behavioral loyalty research, the
Publication Date: 12/13/2006 96308 authors posit that the schemes do not
Product Type: LACC Case Title: Do Better at Doing Good fundamentally alter market structure and,
Abstract: In an effort to capture market Author(s): Rangan, V. Kasturi; Karim, instead, increase market expenditures
share in the children's foods category, Sohel; Sandberg, Sheryl K. without really creating any extra brand
Disney Consumer Products (DCP) Publication Date: 05/01/1996 loyalty. Research shows that only about
debuted a broad line of "better for you" Product Type: Harvard Business 10% of buyers for many types of
foods, ranging from fresh fruits and Review Article frequently purchased consumer goods
vegetables to frozen meals, through a Abstract: In spite of top-notch efforts, are 100% loyal to a particular brand over
partnership with Kroger supermarkets. In many social-change initiatives fail. What a one-year period. Consumers do not
answer to a global obesity epidemic, goes wrong? How can the initiatives be buy only one brand. For any loyalty
DCP reformulated existing products and presented more effectively? Analyzing program to be effective, say the authors,
introduced new ones which met stringent the costs and benefits of the proposed it must leverage the value of the product
nutritional requirements. Disney--and by change from the perspective of the to the customer. Therefore, the program
extension, DCP--is highly influential with targeted community can help marketers must have: (1) a direct or indirect effect,
children: can the company use its answer those questions. The authors such as the General Motors rebate
"magic" to get children to switch from present a framework to facilitate such an scheme that builds up savings toward a
sugary, processed foods and become analysis and to help form effective new car; (2) a perception of value, such
lifelong converts to a more nutritious marketing plans. When the proposed as cash; and (3) timing--when rewards
diet? What is the food industry's behavior change involves little cost to are available. The more delayed the
responsibility in this controversial space? the targeted community and provides a reward, the less powerful. The authors
Geographic Setting: United States significant personal benefit, conventional suggest ways to design an effective
Industry Setting: Entertainment marketing methods--such as those used program: ensure that it enhances the
industry for marketing consumer goods--can be value proposition of the product or
Gross Revenues: $65 million revenues effective. When the proposed change service, fully cost the program, maximize
Event Year Start: 2006 involves a high cost, in terms of either the buyer's motivation to purchase
Event Year End: 2006 money or some other measure (difficulty, again, and consider the market
Subjects: NO for instance, in quitting smoking), the conditions when planning.
SUBJECTS(KEYWORDS) social marketer's job becomes harder. Subjects: Brands; Consumer behavior;
Length: 28p Social marketers face their greatest Customer relations; Customer retention;
Year New: 2006 challenge in cases where the cost is Loyalty; Marketing strategy
high and the personal benefit is Length: 14p
F0804D intangible. Year New: 2005
Title: Distribution Lessons from Mom Subjects: Advertising campaigns;
and Pop Marketing strategy; Nonprofit marketing;
C0203C But few companies are exploiting that options in market policy for the company.
Title: Do I Hear a Question? potential. Most managers continue to Geographic Setting: United States
Author(s): Bierck, Richard view the world through the twin lenses of Industry Setting: Automated teller
Publication Date: 03/01/2002 mass marketing and mass production. machine
Product Type: Harvard Management They try to churn out a greater variety of Company Size: small
Communication Letter Article goods and services and to tailor their Subjects: Banking; Competition;
Abstract: Arthur Levitt, former chairman messages to ever finer market Computer industry; Financial services;
of the Securities and Exchange segments. But they end up bombarding Market share; Marketing strategy;
Commission, talks with HMCL about his their customers with too many choices. Strategic market planning; Strategic
tricks for making speeches and getting A company that aspires to give planning
audiences involved. customers exactly what they want must Length: 22p
Subjects: Management communication use technology to become two things: a
Length: 1p mass customizer that efficiently provides CMR295
List Price: $4.50 individually customized goods and Title: Doing Better at Doing Good:
services, and a one-to-one marketer that When, Why, and How Consumers
95307 elicits information from each customer. Respond to Corporate Social Initiatives
Title: Do Rewards Really Create The process of acquiring those skills will Author(s): Bhattacharya, C.B.; Sen,
Loyalty? bind producer and consumer together in Sankar
Author(s): O'Brien, Louise; Jones, what the authors call a learning Publication Date: 11/01/2004
Charles relationship--an ongoing collaboration to Product Type: CMR Article
Publication Date: 05/01/1995 meet the customer's needs over time Publisher: California Management
Product Type: Harvard Business that will continually strengthen their Review
Review Article bond. Abstract: Although companies are
Abstract: Although reviled in the Subjects: Customer relations; Customer devoting significant resources to
business press as short-term fads, retention; Customization; Information corporate social responsibility (CSR)
rewards programs are gaining age; Marketing strategy; New economy; initiatives, insights into the optimal
popularity. Rewards can and do build Product portfolio management formulation, implementation, and
customer loyalty. Unfortunately, they are Length: 12p effectiveness estimation of CSR
widely misunderstood and often BESTSELLER strategies are currently scarce. Takes an
misapplied. A rewards program needs to in-depth look at when, why, and how
share value in proportion to the value the 502026 CSR works from a consumer's
customer loyalty creates for the Title: Documentum, Inc. perspective. In contrast to the simple,
company. A company must first make Author(s): Lal, Rajiv; Lanagan, Sean monotonic relationships between CSR
sure that its rewards align with company Publication Date: 09/18/2001 and consumer purchase behavior
capabilities, then take into account the Revision Date: 04/10/2002 evident in marketplace polls, this article
five elements that determine value to a Product Type: Case (Field) proposes a more complex, contingent
customer: cash value, choice, Abstract: Describes Jeff Miller's attempt model of consumer responses to CSR.
aspirational value, relevance, and to implement Geoffrey Moore's crossing Articulates both the internal outcomes
convenience. Any company can attain the chasm ideas at enterprise software (e.g., awareness, attitudes, attachment)
access to the full set of capabilities. vendor, Documentum. and external outcomes (e.g., word of
Some businesses choose to band Geographic Setting: Silicon Valley mouth, purchase, loyalty) of CSR
together with others in a rewards Industry Setting: Software industry initiatives for not just the company, but
network. The authors detail the ways Company Size: start-up also the consumer and the CSR
American Express, General Motors, Number of Employees: 20 issue/cause. Delineates the key factors
State Farm, Neiman Marcus, Saks Fifth Gross Revenues: $2 million revenues that are likely to moderate the extent to
Avenue, MCI, Air Miles, and others are Subjects: Entrepreneurial management; which the inputs lead to the internal
building customer loyalty. Growth strategy; Information technology; outcomes and the internal outcomes
Subjects: Customer relations; Customer Market selection; Marketing strategy; lead to the external ones. This
service; Market research; Marketing New product marketing; Sales strategy; framework can help guide companies in
implementation; Marketing management; Silicon Valley; Software formulating and implementing their CSR
Marketing organization; Marketing Length: 26p initiatives as well as measuring the
planning; Marketing strategy Supplementary Materials: Teaching effectiveness of these initiatives.
Length: 8p Note, (503035), 9p, by Rajiv Lal Subjects: Consumer behavior;
Consumer marketing; Corporate
95209 578073 responsibility
Title: Do You Want to Keep Your Title: Docutel Corp. (Condensed) Length: 17p
Customers Forever? Author(s): Abell, Derek F.; Biggadike, Year New: 2005
Author(s): Pine, B. Joseph, II; Peppers, Ralph
Don; Rogers, Martha Publication Date: 10/25/1977 502S02
Publication Date: 03/01/1995 Revision Date: 02/22/1984 Title: Dominion Motors & Controls Ltd.,
Product Type: Harvard Business Product Type: Case (Field) Spanish Version
Review Article Abstract: Docutel pioneered the Author(s): Corey, E. Raymond
Abstract: Customers, whether manufacture and marketing of automatic Publication Date: 06/06/1989
consumers or businesses, do not want customer activated tellers for banks and Revision Date: 09/23/1992
more choices. They want exactly what currently holds 80% of the market. The Product Type: LACC Case
they want--when, where, and how they company now faces competition from Abstract: The leading manufacturer of
want it--and technology now makes it several larger firms which have entered motors in Canada is threatened by a loss
possible for companies to give it to them. the industry. Explores the strategic of market share in oilfield pumping
motors because a major customer, Length: 8p differentiate itself on the basis of right-
having tested several competing motor brain capabilities that will be difficult to
brands, finds a competitor's motor to be F0506J offshore. Doing this, he writes, requires
superior. A central issue is whether to Title: Don't Blame the Metrics an education system that nurtures
make a special purpose motor for this Author(s): Clancy, Kevin J.; Stone, creativity. John Chuang, CEO of talent
market, reduce the price on the current Randy L. consulting firm Aquent, writes that Brady
design, or contest the test results. A Publication Date: 06/01/2005 could rally U.S. citizens to protest the
rewritten version of an earlier case, no Product Type: Harvard Business country's current immigration policy,
longer available, by the same author. Review Article which makes it difficult for companies to
Geographic Setting: Canada Abstract: Improved measurement import top talent. Brady should also
Industry Setting: Engine industry methods show marketing is losing its broaden the definition of SA's business.
Company Size: large magic, say consultants Kevin J. Clancy Richard Phelps, a human resource
Subjects: Canada; Competition; and Randy L. Stone. executive at PricewaterhouseCoopers,
Industrial markets; Machinery; Market Subjects: Innovation argues that contrary to the prevailing
segmentation; Market share; Pricing Length: 1p view of many in the West, workers in
strategy; Product planning & policy Year New: 2005 emerging economies are equal to the
Length: 10p demands of creative work. SA should
assemble the best right brains on the
85309
589115 planet and either hire them or contract
Title: Don't Discount Off-Price Retailers
Title: Dominion Motors & Controls Ltd. with them to represent the SA brand.
Author(s): Kaikati, Jack G.
Author(s): Corey, E. Raymond Charlie Wrench, the CEO of brand and
Publication Date: 06/06/1989 design consulting firm Landor
Revision Date: 09/23/1992 Associates, advises Brady not to worry
Review Article
Product Type: Case (Field) about his country--which Wrench
Abstract: Off-price retailing's recent
Abstract: The leading manufacturer of believes will continue to attract a
growth came from the demise of fair-
motors in Canada is threatened by a disproportionate share of the world's
trade laws, adverse economic
loss of market share in oilfield pumping creative talent--but about his
conditions, strong demand for widely
motors because a major customer, multinational clients, who need service
recognized brands, and continuing
having tested several competing motor providers to display a powerful
consumer disenchantment with
brands, finds a competitor's motor to be combination of right-brain and left-brain
traditional retailers. Traditional
superior. A central issue is whether to skills.
department stores and discount chains
make a special purpose motor for this Subjects: NO
are challenging the success of off-
market, reduce the price on the current SUBJECTS(KEYWORDS)
pricers by competing, avoiding conflict,
design, or contest the test results. A Length: 5p
or diversifying by starting their own
rewritten version of an earlier case, no similar outlets.
longer available, by the same author. Industry Setting: Retail industry R0809A
Geographic Setting: Canada Subjects: Brands; Distribution channels; Title: Don't Try This Offshore (HBR
Industry Setting: Engine industry Franchising; Marketing strategy; Case Study and Commentary)
Company Size: large Retailing Author(s): Brown, Stephen; Pink, Daniel
Subjects: Canada; Competition; Length: 8p H.; Chuang, John; Phelps, Richard;
Industrial markets; Machinery; Market Wrench, Charlie
segmentation; Market share; Pricing Publication Date: 09/01/2008
R0809Z
strategy; Product planning & policy Product Type: Harvard Business
Title: Don't Try This Offshore
Length: 9p Review Article
Supplementary Materials: Teaching Abstract: Since the mid-1990s,
Author(s): Brown, Stephen; Pink, Daniel
Note, (589119), 8p, by E. Raymond management-metaphor boutique
H.; Chuang, John; Phelps, Richard;
Corey Serendipity Associates (SA) has been
Wrench, Charlie
offering clients sizzling similes and
580149 snappy sound bites. But the head of SA,
Title: Dominion Motors & Controls Ltd.-- Barton Brady, gets word that someone is
Review Article
1980 now poaching in his territory. It's the low-
Abstract: Since the mid-1990s,
Author(s): Shapiro, Benson P. rent operation Tropes R Us, which has
management-metaphor boutique
Publication Date: 05/01/1980 started offshoring production to Ireland
Serendipity Associates (SA) has been
Revision Date: 09/10/1984 and will soon flood the market with high-
offering clients sizzling similes and
Product Type: Case (Field) quality, low-cost metaphors. Does this
snappy sound bites. But the head of SA,
Abstract: The management of Dominion move confirm Brady's fear that the U.S.
Barton Brady, gets word that someone is
must decide whether to produce a is losing its competitive edge in right-
now poaching in his territory. It's the low-
special purpose motor for a special brain work? Four experts comment on
rent operation Tropes R Us, which has
application. This is an updated version of this fictional case study in R0809A and
started offshoring production to Ireland
Dominion Motors and Controls Ltd. by R0809Z. Daniel H. Pink, an author and
and will soon flood the market with high-
E.R. Corey. consultant, says SA should move to
quality, low-cost metaphors. Does this
Geographic Setting: Canada higher ground--to find new ways to
move confirm Brady's fear that the U.S.
Industry Setting: Machinery industry differentiate itself on the basis of right-
is losing its competitive edge in right-
Gross Revenues: $54 million sales brain capabilities that will be difficult to
brain work? Four experts comment on
Subjects: Canada; Industrial markets; offshore. Doing this, he writes, requires
this fictional case study in R0809A and
Machinery; Pricing strategy; Product an education system that nurtures
R0809Z. Daniel H. Pink, an author and
lines; Product planning & policy creativity. John Chuang, CEO of talent
consultant, says SA should move to
consulting firm Aquent, writes that Brady
higher ground--to find new ways to
could rally U.S. citizens to protest the view of many in the West, workers in emphasis from advertising to sales
country's current immigration policy, emerging economies are equal to the promotions. But promotions actually
which makes it difficult for companies to demands of creative work. SA should mean price reductions. The loss of
import top talent. Brady should also assemble the best right brains on the profits can be severe. Promotions bring
broaden the definition of SA's business. planet and either hire them or contract volatile demand, whereas the producer
Richard Phelps, a human resource with them to represent the SA brand. seeks stable demand. Theme
executive at PricewaterhouseCoopers, Charlie Wrench, the CEO of brand and advertising that seeks to sustain a
argues that contrary to the prevailing design consulting firm Landor brand's image and build customer loyalty
view of many in the West, workers in Associates, advises Brady not to worry can actually help stabilize demand.
emerging economies are equal to the about his country--which Wrench Industry Setting: Advertising industry
demands of creative work. SA should believes will continue to attract a Subjects: Advertising; Advertising
assemble the best right brains on the disproportionate share of the world's strategy; Consumer marketing; Sales
planet and either hire them or contract creative talent--but about his promotions
with them to represent the SA brand. multinational clients, who need service Length: 8p
Charlie Wrench, the CEO of brand and providers to display a powerful
design consulting firm Landor combination of right-brain and left-brain 500091
Associates, advises Brady not to worry skills. May be used with: (R0809Z) Title: DoubleClick Buys Abacus (A)
about his country--which Wrench Don't Try This Offshore (Commentary for Author(s): Deighton, John
believes will continue to attract a HBR Case Study). Publication Date: 04/26/2000
disproportionate share of the world's Subjects: NO Revision Date: 06/11/2001
creative talent--but about his SUBJECTS(KEYWORDS) Product Type: Case (Field)
multinational clients, who need service Length: 6p Abstract: By acquiring Abacus,
providers to display a powerful DoubleClick won the power to serve ads
combination of right-brain and left-brain 588034 with unprecedented precision, because it
skills. Title: Dorio Printing Co. brought together Web surfers' online and
Subjects: NO Author(s): Cespedes, Frank V. offline identities. Several competitors
SUBJECTS(KEYWORDS) Publication Date: 11/04/1987 had developed advanced systems for
Length: 10p Revision Date: 08/10/1989 serving ads on the web, but DoubleClick
Product Type: Case (Field) had the advantage of an early start and
R0809X Abstract: Dorio Printing Co. is a $10.5 a large installed base of clients. When
Title: Don't Try This Offshore (HBR million, family-owned firm with static DoubleClick modified its privacy
Case Study) sales. Management is seeking methods declaration to allow it to use the full
Author(s): Brown, Stephen of increasing sales profitability, and the potential of its combined database
Publication Date: 09/01/2008 vice president of the company must however, it became the focus of a
Product Type: Harvard Business consider whether and how to increase privacy furor.
Review Article the size of the sales force, redirect or Geographic Setting: United States
Abstract: Since the mid-1990s, redeploy the company's current sales Industry Setting: Advertising industry
management-metaphor boutique efforts, and maximize the sales potential Gross Revenues: $400 million
Serendipity Associates (SA) has been of a firm pursuing a high-quality/high- revenues
offering clients sizzling similes and cost marketing strategy in a market with Subjects: Advertising; Internet
snappy sound bites. But the head of SA, limited potential. The case also Length: 16p
Barton Brady, gets word that someone is demonstrates several different selling Supplementary Materials: Supplement
now poaching in his territory. It's the low- approaches. A rewritten version of an (Field), (501085), 5p, by John Deighton
rent operation Tropes R Us, which has earlier case by B.P. Shapiro and W.P.
started offshoring production to Ireland Nelson. 501085
and will soon flood the market with high- Geographic Setting: United States Title: DoubleClick Buys Abacus (B)
quality, low-cost metaphors. Does this Industry Setting: Printing industry Author(s): Deighton, John
move confirm Brady's fear that the U.S. Company Size: small Publication Date: 06/01/2001
is losing its competitive edge in right- Gross Revenues: $10 million assets Product Type: Supplement (Field)
brain work? Four experts comment on Subjects: Marketing implementation; Abstract: Supplements the (A) case.
this fictional case study in R0809A and Marketing management; Marketing Must be used with: (500091)
R0809Z. Daniel H. Pink, an author and organization; Printing; Sales DoubleClick Buys Abacus (A).
consultant, says SA should move to management; Small business Industry Setting: Advertising industry
higher ground--to find new ways to Length: 22p Subjects: Advertising; Internet
differentiate itself on the basis of right- Supplementary Materials: Teaching Length: 5p
brain capabilities that will be difficult to Note, (591039), 12p, by Frank V.
offshore. Doing this, he writes, requires Cespedes
508047
an education system that nurtures
Title: Dove: Evolution of a Brand
creativity. John Chuang, CEO of talent 90505 Author(s): Deighton, John
consulting firm Aquent, writes that Brady Title: The Double Jeopardy of Sales Publication Date: 10/10/2007
could rally U.S. citizens to protest the Promotions Revision Date: 03/25/2008
country's current immigration policy, Author(s): Jones, John Philip Product Type: Case (Field)
which makes it difficult for companies to Publication Date: 09/01/1990 Abstract: Examines the evolution of
import top talent. Brady should also Product Type: Harvard Business Dove from functional brand to a brand
broaden the definition of SA's business. Review Article with a point of view after Unilever
Richard Phelps, a human resource Abstract: Many U.S. manufacturers, designated it as a masterbrand, and
executive at PricewaterhouseCoopers, searching for growth in maturing expanded its portfolio to cover entries
argues that contrary to the prevailing consumer markets, have shifted their into a number of sectors beyond the
original bath soap category. The marketing and licensing are Germany; Product positioning; Test
development causes the brand team to complements rather than substitutes in markets
take a fresh look at the cliches of the technology exploitation. Length: 8p
beauty industry. The result is the Subjects: NO
controversial Real Beauty campaign. As SUBJECTS(KEYWORDS) 99M005
the campaign unfolds, Unilever learns to Length: 24p Title: Du Pont Teflon: China Brand
use the Internet, and particularly social Year New: 2007 Strategy
network media like YouTube, to manage Author(s): Neupert, Kent E.
controversy. 589072 Publication Date: 03/03/1999
Geographic Setting: United States Title: Dry Creek Vineyard Revision Date: 03/14/2000
Industry Setting: Personal care Author(s): Goldberg, Ray A.; Hance, Product Type: Case (Field)
products Chip Publisher: Richard Ivey School of
Gross Revenues: $50 billion revenues Publication Date: 11/30/1988 Business/UWO
Event Year Start: 2007 Revision Date: 02/10/1989 Abstract: By 1996, Du Pont had spent
Event Year End: 2007 Product Type: Case (Field) six years helping licensee manufacturers
Subjects: NO Abstract: Describes a small premium to develop the Chinese market for
SUBJECTS(KEYWORDS) winery located in northern California nonstick cookware. Although Du Pont
Length: 13p trying to decide how to expand Teflon brand coating held 80% of the
Supplementary Materials: Teaching operations and in which direction. nonstick market, the nonstick market
Note, (5-508-109), 6p, by John Documents the changes in the premium overall represented 2% of the Chinese
Deighton; Case Video, DVD, (508704), wine segment and asks how Dry Creek cookware market. Moreover, the amount
13 min, by John Deighton; Case Video, should respond. In particular, illustrates of money spent on developing the
(5-508-705), 13 min, by John Deighton an agribusiness entrepreneur and shows nonstick market exceeded the revenue
Year New: 2007 the importance of marketing and risk that Du Pont received in the Chinese
management to his company. market. If Du Pont decided to take a
583165 Geographic Setting: Northern different role in the market, it faced many
Title: Downtown Indianapolis California obstacles that required significant
Rejuvenation Project Industry Setting: Wine industry additional investment. It appeared that
Author(s): Salmon, Walter J.; Court, Company Size: small the Chinese market offered tremendous
Alice M. Gross Revenues: $5 million sales opportunity, but it would require new
Publication Date: 06/13/1983 Subjects: Agribusiness; Beverages; efforts, skills, distribution channels, and
Revision Date: 06/30/1986 Expansion; Marketing management; patience. Dupont's decision represented
Product Type: Case (Field) Risk management a move from being moderately involved
Abstract: Nature, magnitude and Length: 31p in developing the Chinese nonstick
feasibility of redeveloping downtown cookware market to taking a very active
Indianapolis as a major retail magnet. 576069 leadership role in the market.
Geographic Setting: Indianapolis, IN Title: Du Darfst (A) Geographic Setting: China
Industry Setting: Retail industry Author(s): Greyser, Stephen A.; Farris, Industry Setting: Chemical industry
Subjects: Retailing; Urban development Paul W. Company Size: large
Length: 35p Publication Date: 10/14/1975 Subjects: Brands; Chemicals; China;
Product Type: Case (Field) Household products; Product
CMR372 Abstract: Selection of positioning and management
Title: The Drivers of Technology advertising appeals for a new line of low- Length: 13p
Licensing: An Industry Comparison calorie food products. Supplementary Materials: Teaching
Author(s): Lichtenthaler, Ulrich Geographic Setting: Germany Note, (899M05), 9p, by Kent E. Neupert
Publication Date: 08/01/2007 Industry Setting: Food industry
Product Type: CMR Article Company Size: large 593023
Publisher: California Management Gross Revenues: $1 billion sales Title: Du Pont: Corporate Advertising
Review Subjects: Advertising strategy; Food; for 1992
Abstract: In the past, most industrial Germany; Product positioning Author(s): Greyser, Stephen A.; Klein,
firms focused on applying technology Length: 18p Norman
assets in their own products and Publication Date: 12/28/1992
services. Along with the trend towards 576070 Product Type: Case (Field)
open innovation, however, many firms Title: Du Darfst (B) Abstract: Describes Du Pont's 1992
have recently started to actively license Author(s): Greyser, Stephen A.; Farris, corporate advertising campaign, and its
out technology. These firms consider Paul W. objectives and key messages. The
technology licensing a strategic activity, Publication Date: 10/14/1975 campaign is set in the context of Du
which may include all technology assets Revision Date: 07/19/1991 Pont's historical corporate positioning
and which goes far beyond the marginal Product Type: Case (Field) ("better things for better living"). Includes
activity of commercializing residual Abstract: Reconsideration of advertising target audiences, budget considerations,
technologies. The research collected for strategy and appeals after one year of and the role of print and television
this article shows that the strategic test marketing a line of low-calorie food advertising as well as events
drivers of technology licensing are often products. sponsorship. Also includes Du Pont's
more important than generating licensing Geographic Setting: Germany approach to evaluating its corporate
revenues. The strategic drivers Industry Setting: Food industry advertising. Acquaints students with the
strengthen the interdependencies Company Size: large objectives and detailed program
between internally and externally Gross Revenues: $1 billion sales specifics of corporate advertising
commercializing technology. Product Subjects: Advertising strategy; Food; campaigns, to examine the continuity of
corporate image position of a major industry Takeuchi

high-visibility diversified firm. Subjects: Competition; Corporate
Geographic Setting: United States strategy; Fast food industry; Franchising; 584041
Industry Setting: Chemical industry; Retailing Title: Dunkin' Donuts (C): Growth
Petroleum industry Length: 12p Strategy
Company Size: Fortune 500 Author(s): Takeuchi, Hirotaka
Subjects: Advertising; Chemicals; 580036 Publication Date: 09/22/1983
Management communication; Public Title: Dunkin' Donuts (B): Field Revision Date: 12/17/1985
relations Management Product Type: Case (Field)
Length: 6p Author(s): Takeuchi, Hirotaka Abstract: Dunkin' Donuts franchises
Publication Date: 10/01/1979 and operates retail donut shops for take-
594012 Revision Date: 05/01/1980 home and in-shop consumption. Looks
Title: Duncan Department Stores Product Type: Case (Field) at three growth alternatives: 1) More
Author(s): Salmon, Walter J.; Ortmeyer, Abstract: The district sales manager for shops (owned or franchised); 2) A
Gwendolyn K. Dunkin' Donuts must decide what to do broader product line; and 3) More
Publication Date: 07/14/1993 with two sticky situations: 1) should he advertising. Raises important issues
Revision Date: 09/30/1993 disenfranchise a poor-performance related to franchise relations. A merger
Product Type: Case (Field) franchise owner or negotiate a buyout of Dunkin' Donuts (A) and (B).
Abstract: Describes a Midwestern option; and 2) which of the two Geographic Setting: Massachusetts
department store chain facing increased franchise owners should be awarded the Industry Setting: Doughnut
price competition from both regional and right to open their second shop in Company Size: mid-size
national department store operators, as Brookline? May be used with: (580035) Gross Revenues: $250 million sales
well as other retailers. The company's Dunkin' Donuts (A): Company Subjects: Communication strategy;
current pricing policies are often Background; (580037) Dunkin' Donuts Distribution channels; Distribution
inconsistent and are usually instituted as (C); (580038) Dunkin' Donuts (D): New planning; Franchising; Marketing
a reaction to a competitor's sale price. At Product Introduction. strategy; Product lines
the time of the case, spring 1991, the Geographic Setting: Massachusetts Length: 17p
company had approximately 50 stores in Industry Setting: Food industry; Retail Supplementary Materials: Teaching
operation with sales of $450 million. industry Note, (584126), 14p, by Benson P.
Teaching Purpose: For the second year Subjects: Fast food industry; Shapiro
MBA Retailing course to discuss the Franchising; Location of industry;
issue of how a department store might Performance appraisal; Sales 580038
transition from a combination of "Hi-Lo" management Title: Dunkin' Donuts (D): New Product
and value-oriented pricing policy to a Length: 18p Introduction
policy that is more acceptable to Supplementary Materials: Teaching Author(s): Takeuchi, Hirotaka
consumers, cohesive, and profitable. Note, (581009), 17p, by Hirotaka Publication Date: 10/01/1979
Geographic Setting: United States Takeuchi Revision Date: 04/01/1980
Industry Setting: Retail industry Product Type: Case (Field)
Company Size: mid-size 580037 Abstract: The decision facing Dunkin
Gross Revenues: $450 million Title: Dunkin' Donuts (C) Donuts' management is whether to
revenues Author(s): Takeuchi, Hirotaka introduce muffins, a product extension to
Subjects: Advertising strategy; Publication Date: 06/01/1979 donuts. Students must derive the
Department stores; Pricing strategy; Revision Date: 01/30/1985 decision through careful analysis of
Retailing; Sales promotions Product Type: Case (Field) competition, consumer behavior, and
Length: 36p Abstract: Top management of the test marketing results. The question is
Supplementary Materials: Teaching company decided to embark on an whether to introduce the new product in
Note, (594041), 7p, by David E. Bell aggressive expansion strategy. Of major light of cannibalization of their main
concern to the company is whether it business in donuts. May be used with:
580035 ought to grow through co-owned stores (580035) Dunkin' Donuts (A): Company
Title: Dunkin' Donuts (A): Company or through franchised outlets. The Background; (580036) Dunkin' Donuts
Background company must also decide whether to (B): Field Management; (580037)
Author(s): Takeuchi, Hirotaka introduce a new product, and whether to Dunkin' Donuts (C).
Publication Date: 06/01/1979 continue with the network TV program. Geographic Setting: Massachusetts
Revision Date: 04/01/1980 May be used with: (580035) Dunkin' Industry Setting: Food industry; Retail
Product Type: Case (Field) Donuts (A): Company Background; industry
Abstract: Describes the evolution of (580036) Dunkin' Donuts (B): Field Subjects: Advertising strategy; Fast
franchising in the United States, the Management; (580038) Dunkin' Donuts food industry; Franchising; Growth
competitive thrusts within the fast food (D): New Product Introduction. strategy; New product marketing;
business, and the history of Dunkin' Geographic Setting: Massachusetts Retailing
Donuts. Presents a corporate strategy Industry Setting: Food industry; Retail Length: 22p
which provides a good starting point for industry
discussion. May be used with: (580036) Subjects: Corporate strategy; Fast food 502S38
Dunkin' Donuts (B): Field Management; industry; Franchising; New product Title: Dunkin' Donuts (E): 1988
(580037) Dunkin' Donuts (C); (580038) marketing; Retailing; Test markets Distribution Strategies, Spanish Version
Dunkin' Donuts (D): New Product Length: 20p Author(s): Kaufmann, Patrick J.
Introduction. Supplementary Materials: Teaching Publication Date: 08/09/2002
Geographic Setting: Massachusetts Note, (581010), 15p, by Hirotaka Product Type: LACC Case
Industry Setting: Food industry; Retail Abstract: Dunkin' Donuts is exploring
various methods of increasing Note, (589097), 24p, by Patrick J. for DuPont's Fibre Division, had a new
distribution. Possibilities involving new Kaufmann; Teaching Note, (592024), 8p, challenge: how to reassess the links
outlets include area development by Walter J. Salmon, David Wylie within the entire carpet distribution
contracts, subfranchising, regional channel? The relationships within this
rollout strategies, and an increase in IMD050 chain, like those in many other industry
company owned stores. Possibilities Title: Dupont (A): Understanding the chains, had been largely adversarial;
focusing on existing shops include sales Customer's Activity Cycle each member out to strengthen its part
of branded products through Author(s): Vandermerwe, Sandra; of the whole, even if this meant
convenience stores and satellite (non- Taishoff, Marika endangering the integrity of the whole.
producing) retail outlets. The case Publication Date: 01/01/1993 DuPont would now take the lead in
provides consumer data and detailed Revision Date: 03/06/2003 ensuring that end users' needs were
information about regional differences, Product Type: Case (Field) being met by all in the channel, no
franchise relations, and shop operations. Publisher: IMD - International Institute matter how far removed. And DuPont,
Raises issues relating to both strategy for Management Development although the farthest removed, also had
formulation and implementation in a Abstract: For Jim Carr, marketing the most to lose if things went wrong;
franchise system and requires the manager, Europe, for DuPont's Carpet the company annually invested hundreds
student to analyze the interaction Fibre Division, there was no alternative: of millions of Swiss Francs in fiber R&D,
between the structure and management to maintain its European preeminence, but unless these efforts were shared by
of a franchise system, and how they the company would have to create a others in the chain, they would fall flat.
both relate to the market. whole new way of dealing with Carr thus launched a system of
Geographic Setting: United States customers. One of the issues that would customer alliances for total gain. Who
Industry Setting: Fast food industry have to be resolved was who, in fact, would these customers be? What were
Company Size: large was the customer: the mills that the selection criteria? How would they
Gross Revenues: $728 million sales purchased the fiber and manufactured it make them cost effective? How would
Subjects: Consumer marketing; into carpets or the commercial and they change people's attitudes and
Distribution planning; Fast food industry; residential end users? For Carr, the mills behaviors? were top on Carr's agenda.
Franchising; Marketing management; were a vital link in the overall industry May be used with: (IMD150) ATP
Retailing; Services chain, but unless somebody took the Private Equity Partners (C): The
Length: 16p lead in truly meeting the needs of the Scandinavian Sweetspot Strategy.
end user, the entire chain would be Geographic Setting: Europe
589017 weakened. And the problems were Industry Setting: Carpet & rug industry
Title: Dunkin' Donuts (E): 1988 formidable--most notably the fact that Company Size: large
Distribution Strategies customers detested having to buy Subjects: Customer relations; Customer
Author(s): Kaufmann, Patrick J. carpets. DuPont would take the lead in service; Distribution channels; Europe;
Publication Date: 08/24/1988 designing services applicable throughout Service management
Revision Date: 12/13/2000 the distribution channel, from the mills to Length: 9p
Product Type: Case (Field) wholesalers, retailers, and end users, to Supplementary Materials: Teaching
Abstract: Dunkin' Donuts is exploring enhance the customer's entire carpet Note, (IMD052), 13p, by Sandra
various methods of increasing buying experience. May be used with: Vandermerwe
distribution. Possibilities involving new (IMD051) Dupont (B): Alliances for Total NEW
outlets include area development Gain.
contracts, subfranchising, regional Geographic Setting: Europe R00410
rollout strategies, and an increase in Industry Setting: Carpet & rug industry Title: E-Loyalty: Your Secret Weapon
company owned stores. Possibilities Company Size: large on the Web
focusing on existing shops include sales Subjects: Customer relations; Customer Author(s): Reichheld, Frederick F.;
of branded products through service; Distribution channels; Europe; Schefter, Phil
convenience stores and satellite (non- Service management Publication Date: 07/01/2000
producing) retail outlets. The case Length: 16p Product Type: Harvard Business
provides consumer data and detailed Supplementary Materials: Teaching Review Article
information about regional differences, Note, (IMD052), 13p, by Sandra Abstract: In the rush to build Internet
franchise relations, and shop operations. Vandermerwe businesses, many executives mistakenly
Raises issues relating to both strategy NEW concentrate all their attention on
formulation and implementation in a attracting customers rather than
franchise system and requires the IMD051 retaining them. But chief executives at
student to analyze the interaction Title: Dupont (B): Alliances for Total the cutting edge of e-commerce--from
between the structure and management Gain eBay's Meg Whitman to Vanguard's Jack
of a franchise system, and how they Author(s): Vandermerwe, Sandra; Brennan--know that customer loyalty is
both relate to the market. Taishoff, Marika an economic necessity: acquiring
Geographic Setting: United States Publication Date: 01/01/1993 customers on the Internet is very
Industry Setting: Fast food industry Revision Date: 03/06/2003 expensive, and unless customers stick
Company Size: large Product Type: Case (Field) around and make lots of repeat
Gross Revenues: $728 million sales Publisher: IMD - International Institute purchases, profits will remain elusive.
Subjects: Consumer marketing; for Management Development For the past two years, the authors have
Distribution planning; Fast food industry; Abstract: Now that DuPont had studied e-loyalty. Contrary to the popular
Franchising; Marketing management; successfully designed and delivered the perception that on-line customers are
Retailing; Services kinds of services that would enhance the fickle by nature, they found that most of
Length: 16p customer's carpet buying experience, today's on-line consumers exhibit a clear
Supplementary Materials: Teaching Jim Carr, marketing manager, Europe, proclivity toward loyalty, and Web
technologies, if used correctly, reinforce enhance the value delivered to productivity. This case allows calculation
that inherent loyalty. In this article, the customers. of the quantitative as well as the
authors explain the enormous Subjects: Customer retention; qualitative issues. May be used with:
advantages of retaining on-line buyers. Customer service; Information (594030) European Communication
They also describe what Grainger, Dell, technology; Internet; Marketing strategy; Management Ltd.
America Online, and other Internet World Wide Web Geographic Setting: Global
leaders are doing to gain their Length: 13p Industry Setting: Media; Advertising
customers' trust and earn their loyalty. List Price: $6.50 industry
By encouraging repeat purchases Number of Employees: 50
among a core of profitable customers, 558003 Gross Revenues: $10 million revenues
companies can initiate a spiral of Title: E.I. du Pont de Nemours & Co. (B) Subjects: Advertising; Advertising
economic advantages. This loyalty effect Author(s): Corey, E. Raymond media; International marketing
enables them to compensate their Publication Date: 06/01/1958 Length: 20p
employees more generously, provide Revision Date: 11/16/1989
investors with superior cash flows, and Product Type: Case (Field) HKU644
reinvest more aggressively to further Abstract: Changes in the marketing Title: EDB and Friends: Reviving a
enhance the value delivered to organization of the textile fibers Mature Brand through Interactive Online
customers. department. Marketing
Subjects: Customer retention; Industry Setting: Textile industry Author(s): Park, Monica; Hung, Kineta
Customer service; Information Company Size: large Publication Date: 02/13/2007
technology; Internet; Marketing strategy; Event Year Start: 1957 Product Type: Case (Field)
World Wide Web Event Year End: 1957 Publisher: University of Hong Kong
Length: 9p Subjects: Marketing organization; Abstract: In Hong Kong in 2001, a
BESTSELLER Marketing strategy; Organizational leading eye drop brand's position was
change; Sales organization; Textiles threatened. Although it was a top selling
5181 Length: 14p brand (from here on referred to as EDB),
Title: E-Loyalty: Your Secret Weapon overall eye drop usage was declining
on the Web (HBR OnPoint Enhanced 583121 and the entire category was shrinking.
Edition) Title: E.T. Phone Home, Inc.: Furthermore, customers showed no
Author(s): Reichheld, Frederick F.; Forecasting Business Demand particular brand preference and price
Schefter, Phil Author(s): Cady, John F.; Cespedes, alone determined sales. To better
Publication Date: 10/01/2000 Frank V. understand the situation, the company
Product Type: HBR OnPoint Article Publication Date: 01/05/1983 surveyed EDB's target customers and
Abstract: In the rush to build Internet Revision Date: 09/09/1983 discovered that its brand image was
businesses, many executives mistakenly Product Type: Case (Library) outdated and that its core users had
concentrate all their attention on Abstract: Describes a process for aged with the brand. Thus, in order to
attracting customers rather than forecasting market demand for an sustain a long-term customer base, EDB
retaining them. But chief executives at emerging technology--cellular radio. The needed to realign with its target
the cutting edge of e-commerce--from student must critically evaluate the audience and reposition the brand. The
eBay's Meg Whitman to Vanguard's Jack demand model and the market company hired Beyond Interactive to
Brennan--know that customer loyalty is estimates, and modify them as help them face these challenges. The
an economic necessity: acquiring appropriate in order to develop a Beyond team came up with a one-to-one
customers on the Internet is very marketing plan and budget. interactive online campaign, EDB and
expensive, and unless customers stick Geographic Setting: United States Friends, aimed at achieving three
around and make lots of repeat Industry Setting: Telecommunications objectives: reposition the brand towards
purchases, profits will remain elusive. industry a younger audience, rejuvenate the
For the past two years, the authors have Company Size: small brand image, and establish brand
studied e-loyalty. Contrary to the popular Gross Revenues: $10 million sales preference. With its games, its likable
perception that on-line customers are Subjects: Communications equipment; virtual personality, and relevant content,
fickle by nature, they found that most of Demand analysis; Forecasting; Market EDB and Friends helped the company
today's on-line consumers exhibit a clear entry; Marketing planning; Marketing achieve its objectives and the award-
proclivity toward loyalty, and Web strategy; Telecommunications winning campaign was a commercial
technologies, if used correctly, reinforce Length: 23p success. Introduces and illustrates the
that inherent loyalty. In this article, the Supplementary Materials: Teaching following concepts: one-to-one
authors explain the enormous Note, (584084), 11p, by John F. Cady marketing, brand revitalization, and
advantages of retaining on-line buyers. repositioning. Provides a best-practice
They also describe what Grainger, Dell, example of a creative online marketing
599055
America Online, and other Internet campaign.
Title: ECM Group: Improving Global
leaders are doing to gain their Geographic Setting: Hong Kong
Marketing Productivity
customers' trust and earn their loyalty. Industry Setting: Consumer products
Author(s): Arnold, David J.
By encouraging repeat purchases Subjects: NO
among a core of profitable customers, SUBJECTS(KEYWORDS)
companies can initiate a spiral of Length: 12p
economic advantages. This loyalty effect Supplementary Materials: Teaching
Abstract: Associated Foods is
enables them to compensate their Note, (HKU645), 5p, by Monica Park,
considering a proposed program barter
employees more generously, provide Kineta Hung
deal submitted by media consultancy
investors with superior cash flows, and Year New: 2007
ECM, along with other proposals to
reinvest more aggressively to further
improve marketing expenditure
508044 Subjects: NO management seeks to deliver sales and

Title: EFI, Inc. (A) SUBJECTS(KEYWORDS) utilization growth from this complex
Author(s): Godes, David; Barley, Length: 5p organization. The question is how should
Lauren Supplementary Materials: Teaching they do it?
Publication Date: 02/06/2008 Note, (508084), 16p, by David Godes Geographic Setting: United States
Product Type: Case Year New: 2008 Industry Setting: Consulting
Abstract: EFI has a unique sales Number of Employees: 1,000
compensation challenge. They cannot 597029 Gross Revenues: $210 million
allocate sales credit for their core Title: EMDICO (A) revenues
product to individual salespeople. So, Author(s): Quelch, John A.; Fujikawa, Subjects: Consulting; Professional
they've historically paid the sales force Yoshinori services; Sales management; Sales
as a team. This has worked out fine, Publication Date: 09/25/1996 organization; Sales strategy; Service
since they've been a near-monopoly Revision Date: 03/23/1999 management
seller of a single product category. Product Type: Case (Field) Length: 24p
However, this has changed. Not only are Abstract: The general manager of Fuji Supplementary Materials: Teaching
they facing new competition in their core Film's Saudi distributorship must decide Note, (503094), 17p, by David B. Godes
product bu they also have diversified into on a relaunch strategy for Fuji film and NEW
other products that allow them to identify cameras in Saudi Arabia.
sales by salesperson. Should they pay Geographic Setting: Saudi Arabia M286
people individually on these newer Industry Setting: Photographic Title: ETrade Securities, Inc.
products while maintaining the team-pay equipment & supplies Author(s): Lal, Rajiv; Glew, Chuck;
approach on the core? If so, it would Number of Employees: 80 Lotke, Mark; Palumbo, Mario; Schwartz,
raise a potential problem with shirking on Subjects: International marketing; Marc
the core product. However, not doing so Middle East; Product introduction Publication Date: 07/01/1996
would perhaps limit the sales of the new Length: 17p Product Type: Case (Field)
products. The case allows for a deep Supplementary Materials: Supplement Publisher: Stanford University
discussion of the bases for variable (Field), (597030), 5p, by John A. Quelch, Abstract: ETrade pioneered the
compensation in sales, including Yoshinori Fujikawa; Teaching Note, electronic deep-discount brokerage
observability of effort and outcome, risk (598098), 8p, by John A. Quelch, business and experienced phenomenal
aversion, team vs. individual pay and the Yoshinori Fujikawa growth by making extensive use of
marginal impact of effort. The context is technology to achieve significant cost
also an interesting and important one for advantages over traditional firms.
597030
sales management: OEM sales. ETrade's strategy has been to pass
Title: EMDICO (B)
Number of Employees: 1,700 these cost savings from automation on
Author(s): Quelch, John A.; Fujikawa,
Gross Revenues: $500 million to its customers as it amortized its fixed
Yoshinori
Subjects: NO costs over a greater number of accounts.
SUBJECTS(KEYWORDS) By 1996, a flood of new competitors are
Length: 21p establishing Internet sites and ETrade
Supplementary Materials: Supplement has been dethroned as the price leader.
Abstract: Supplements the (A) case.
(Field), (9-508-045), 2p, by David While some executives within ETrade
Must be used with: (597029) EMDICO
Godes, Lauren Barley; Supplement believe they should continue to lower
(A).
(Library), (508046), 5p, by David Godes, prices and go head-to-head with
Geographic Setting: Middle East
Lauren Barley; Teaching Note, (508084), eBroker, others believe the company
Subjects: International marketing;
16p, by David Godes faces a larger challenge from Charles
Middle East; Product introduction
Year New: 2008 Schwab's entry into the market.
Length: 5p
Supplementary Materials: Teaching Defending against Schwab would require
9-508-045 Note, (598098), 8p, by John A. Quelch, focusing resources on enhancing its
Title: EFI, Inc. (B) Yoshinori Fujikawa product/service offering, which might
Author(s): Godes, David; Barley, jeopardize ETrade's low-cost position.
Lauren ETrade must decide where it can create
503075
Publication Date: 02/06/2008 a profitable and sustainable position
Title: ENSR International
Product Type: Supplement (Field) along the price/quality (service) trade-off.
Abstract: An abstract is not available for Geographic Setting: Palo Alto, CA
this product. Industry Setting: Securities & investing
Subjects: NO Gross Revenues: $22 million revenues
SUBJECTS(KEYWORDS) (1995)
Abstract: What is the best way to "sell"
Length: 2p Subjects: Competition; Customer
consulting services? Should the firm
Year New: 2008 relations; Customer service; Data
focus on key accounts? Should it have
processing; Financial services; New
dedicated salespeople? How should the
508046 product marketing; Non-store retailing
firm account for "selling" activities in its
Title: EFI, Inc. (C) Length: 16p
compensation plan? ENSR is an
Author(s): Godes, David; Barley, environmental consulting firm located in
Lauren Westford, MA. It consults on a variety of R0606F
Publication Date: 02/06/2008 topics, such as air and water qualit, Title: Eager Sellers and Stony Buyers:
Product Type: Supplement (Library) wildlife resource management, and Understanding the Psychology of New-
Abstract: An abstract is not available for workplace safety. As a result, its 1,000 Product Adoption
this product. Must be used with: consultants are drawn from very diverse Author(s): Gourville, John T.
(508044) EFI, Inc. (A). backgrounds. The firm's top Publication Date: 06/01/2006
Product Type: Harvard Business flourish, so they spend billions of dollars content and presentation in Eastern's
Review Article making better products. But studies campaign.
Abstract: Companies that introduce show that new innovations fail at a Geographic Setting: United States
new innovations are the most likely to staggering rate. While many blame Industry Setting: Airline industry
flourish, so they spend billions of dollars these misses on lackluster products, the Company Size: large
making better products. But studies reality isn't so simple. The goods that Subjects: Advertising; Airlines;
show that new innovations fail at a consumers dismiss often do offer Management communication; Public
staggering rate. While many blame improvements over existing ones. So relations
these misses on lackluster products, the why don't people purchase them? And Length: 15p
reality isn't so simple. The goods that why do companies keep peddling
consumers dismiss often do offer products that buyers are likely to reject? 904A30
improvements over existing ones. So The answer, says the author, can be Title: Eastern Bank Ltd. (A)
why don't people purchase them? And found in the brain. New products force Author(s): Deutscher, Terry H.; Islam,
why do companies keep peddling consumers to change their behavior, and Kaiser
products that buyers are likely to reject? that has a psychological cost. Many Publication Date: 10/13/2005
The answer, says the author, can be products fail because people irrationally Revision Date: 11/01/2007
found in the brain. New products force overvalue the benefits of the goods they Product Type: Case (Field)
consumers to change their behavior, and own over those they don't possess. Publisher: Richard Ivey School of
that has a psychological cost. Many Executives, meanwhile, overvalue their Business/UWO
products fail because people irrationally own innovations. This leads to a serious Abstract: Eastern Bank Ltd. has taken
overvalue the benefits of the goods they clash. Studies show, in fact, that there is over the Bangladesh operations of the
own over those they don't possess. a mismatch of nine to one between what Bank of Credit and Commerce
Executives, meanwhile, overvalue their innovators think consumers want and International after its collapse. The new
own innovations. This leads to a serious what consumers truly desire. CEO of Eastern Bank must decide which
clash. Studies show, in fact, that there is Fortunately, companies can overcome corporate banking clients to target, how
a mismatch of nine to one between what this disconnect. To start, they can to develop and position the Eastern
innovators think consumers want and determine where their products fall in a Bank brand, which products to
what consumers truly desire. matrix with four categories: easy sells, emphasize and in what price structure,
Fortunately, companies can overcome sure failures, long hauls, and smash hits. and whether to centralize or decentralize
this disconnect. To start, they can Each has a different ratio of product the bank's operations.
determine where their products fall in a improvement to change required from Geographic Setting: Bangladesh
matrix with four categories: easy sells, the consumer. Once businesses know Industry Setting: Banking industry
sure failures, long hauls, and smash hits. where their products fit into this grid, Subjects: Banking; Brand management;
Each has a different ratio of product they can manage the resistance to Consumer marketing; Decision making;
improvement to change required from change. For some innovations, major Market segmentation; Marketing
the consumer. Once businesses know behavior change is a given. In those strategy; Operations management
where their products fit into this grid, cases, companies can either wait for Length: 19p
they can manage the resistance to consumers to warm to the product, make Supplementary Materials: Supplement
change. For some innovations, major the improvement so great that buyers (Field), (904A31), 3p, by Terry H.
behavior change is a given. In those get past their apprehension, or try to Deutscher, Kaiser Islam
cases, companies can either wait for eliminate the incumbent product. Firms Year New: 2005
consumers to warm to the product, make can also make products that are
the improvement so great that buyers compatible with incumbent goods,
904A31
get past their apprehension, or try to seeking out those who are not yet users
Title: Eastern Bank Ltd. (B)
eliminate the incumbent product. Firms of the existing product or finding true
Author(s): Deutscher, Terry H.; Islam,
can also make products that are believers.
Kaiser
compatible with incumbent goods, Subjects: NO
seeking out those who are not yet users SUBJECTS(KEYWORDS)
of the existing product or finding true Length: 11p
believers. List Price: $6.50
Geographic Setting: Burlington, VT; Year New: 2006
Business/UWO
Canada; United States
Industry Setting: Automotive industry 591044 Must be used with: (904A30) Eastern
Subjects: NO Title: Eastern Airlines: The "Fight Back" Bank Ltd. (A).
SUBJECTS(KEYWORDS) Campaign Subjects: NO
Length: 10p Author(s): Greyser, Stephen A.; Klein, SUBJECTS(KEYWORDS)
Year New: 2006 Norman Length: 3p
Publication Date: 11/01/1990 Year New: 2005
4516 Product Type: Case (Library)
Title: Eager Sellers and Stony Buyers: Abstract: Eastern executives have been
599106
Understanding the Psychology of New- confronted with a series of safety-related
Title: Eastman Kodak Co.
Product Adoption (HBR OnPoint criticisms, leading to a FAA-DOT
Enhanced Edition) investigation. In the wake of extensive
Author(s): Gourville, John T. media coverage, Eastern undertakes a
Product Type: Case (Library)
Publication Date: 06/01/2006 series of long-copy messages to try to
Abstract: Eastman Kodak has suffered
Product Type: HBR OnPoint Article overcome negative publicity and re-
significant declines in film market share
Abstract: Companies that introduce establish a positive image. Students are
at the hands of lower-priced branded
new innovations are the most likely to encouraged to examine and assess the
producers and private label products.
The case presents Kodak's proposal to BESTSELLER move to an electronic store. The case
launch a new economy brand of film to describes the evolution of that process,
combat these rivals. A rewritten version 500034 and the role of its CEO, George Orban,
of an earlier case. Title: Eddie Bauer, Inc. and poses questions on the company's
Geographic Setting: United States Author(s): Bell, David E.; Leamon, Ann future viability.
Industry Setting: Photographic Publication Date: 10/08/1999 Geographic Setting: United States
equipment & supplies Revision Date: 09/06/2005 Industry Setting: E-commerce
Company Size: Fortune 500 Product Type: Case (Field) Number of Employees: 300
Gross Revenues: $20 billion revenues Abstract: Eddie Bauer has decided to Gross Revenues: $150 million
Subjects: Brands; Consumer goods; coordinate its merchandising strategy revenues
Market segmentation; Marketing (price, selection) across its stores and Subjects: Computer industry;
management; Pricing strategy; Product catalog. But with e-commerce, is this still Distribution channels; Electronic
lines sensible? commerce; Management of change;
Length: 6p Geographic Setting: Washington Retailing
Year New: 2005 Industry Setting: Apparel industry Length: 25p
Gross Revenues: $1.5 billion revenues
502S03 Subjects: Brands; Clothing; Electronic 599093
Title: Eastman Kodak Co.: Funtime commerce; Merchandising; Retailing Title: Egghead to Egghead.com (A)
Film, Spanish Version Length: 16p Author(s): Rangan, V. Kasturi; Bell,
Author(s): Dolan, Robert J. Supplementary Materials: Teaching Marie
Publication Date: 02/25/1994 Note, (500077), 8p, by David E. Bell Publication Date: 02/08/1999
Product Type: LACC Case KEL095 Product Type: Case (Field)
Abstract: Eastman Kodak has suffered Title: Educational Technology Corp.: Abstract: Over the course of 12 months
significant declines in film market share Crossing the Chasm in 1997 and 1998, Egghead senior
at the hands of lower priced branded Author(s): Sawhney, Mohanbir management decided to shut down its
producers and private-label products. Publication Date: 12/01/2004 180 brick-and-mortar retail stores and
The case presents Kodak's proposal to Product Type: Case (Field) move to an electronic store. The case
launch a new economy brand of film to Abstract: Todd Wilson, manager of describes the evolution of that process,
combat these rivals. partner development at Educational and the role of its CEO George Orban,
Geographic Setting: United States Technology Corp., needed to determine and poses questions on the company's
Industry Setting: Photographic the targeting, positioning, and selling future viability.
equipment & supplies strategy for its innovative Interactive Geographic Setting: United States
Company Size: Fortune 500 Mathematics software for the college Industry Setting: E-commerce
Gross Revenues: $20 billion revenues market. This required determining what Number of Employees: 300
Subjects: Brands; Consumer goods; types of colleges to target and which Gross Revenues: $150 million
Market segmentation; Marketing stakeholders to focus on within revenues
management; Pricing strategy; Product institutions. His task was complicated by Subjects: Computer industry;
lines the unclear objectives of nonprofit Distribution channels; Electronic
Length: 6p institutions and the differing motivations commerce; Management of change;
of teachers, students, and college Retailing
594111 administrators in adopting software- Length: 24p
Title: Eastman Kodak Co.: Funtime based learning technology. Highlights Supplementary Materials: Supplement
Film the difficulties in innovation adoption (Library), (500099), 6p, by V. Kasturi
Author(s): Dolan, Robert J. within large nonprofit institutions and the Rangan, Marie Bell; Teaching Note,
Publication Date: 02/25/1994 challenges in marketing to institutions (500100), 9p, by V. Kasturi Rangan
Revision Date: 05/08/1995 with complex decision-making
Product Type: Case (Library) processes, multiple influencers, and 500099
Abstract: Eastman Kodak has suffered conflicting motivations. Title: Egghead to Egghead.com (B)
significant declines in film market share Geographic Setting: United States Author(s): Rangan, V. Kasturi; Bell,
at the hands of lower priced branded Industry Setting: Education industry; Marie
producers and private label products. Higher education; Software industry Publication Date: 05/11/2000
The case presents Kodak's proposal to Subjects: NO Revision Date: 06/16/2000
launch a new economy brand of film to SUBJECTS(KEYWORDS) Product Type: Supplement (Library)
combat these rivals. Length: 24p Abstract: Supplements the (A) case.
Geographic Setting: United States Year New: 2006 Must be used with: (599093) Egghead
Industry Setting: Photographic to Egghead.com (A).
equipment & supplies 9-503-P01 Industry Setting: Computer industry;
Company Size: Fortune 500 Title: Egghead to Egghead.com (A), Retail industry
Gross Revenues: $20 billion revenues Portuguese Version Subjects: Computer industry;
Subjects: Brands; Consumer goods; Author(s): Rangan, V. Kasturi; Bell, Distribution channels; Electronic
Market segmentation; Marketing Marie commerce; Management of change;
management; Pricing strategy; Product Publication Date: 08/21/2002 Retailing
lines Product Type: LACC Case Length: 6p
Length: 5p Abstract: Over the course of 12 months Supplementary Materials: Teaching
Supplementary Materials: Teaching in 1997 and 1998, Egghead senior Note, (500100), 9p, by V. Kasturi
Note, (597080), 17p, by Robert J. Dolan management decided to shut down its Rangan
180 brick-and-mortar retail stores and
503P02 Must be used with: (95A012) 504S01

Title: Egghead to Egghead.com (B), Electrohome (A): Projection Systems Title: Electronic Arts Introduces The
Portuguese Version Division. Sims Online, Spanish Version
Author(s): Rangan, V. Kasturi; Bell, Geographic Setting: Canada Author(s): Moon, Youngme
Marie Subjects: Canada; Competition; Publication Date: 08/23/2002
Publication Date: 08/21/2002 Industrial markets; Marketing planning; Revision Date: 01/14/2003
Product Type: LACC Supplement Marketing strategy Product Type: LACC Case
Abstract: Supplements the (A) case. Length: 11p Abstract: Electronic Arts (EA), the
Must be used with: (9-503-P01) Supplementary Materials: Teaching world's largest independent game
Egghead to Egghead.com (A), Note, (895A12), 23p, by Mark publisher, is preparing to launch an
Portuguese Version. Vandenbosch online, subscription-based version of the
Industry Setting: Computer industry; most popular PC game in history: The
Retail industry 95A014 Sims. The new game is called "The Sims
Subjects: Computer industry; Title: Electrohome (C): The Marquee Online" and it differs from the original
Distribution channels; Electronic Launch game in two key respects: the gaming
commerce; Management of change; Author(s): Ryans, Adrian B.; experience and the payment structure. In
Retailing Vandenbosch, Mark; Miller, Neil this context, EA managers must finalize
Length: 6p Publication Date: 01/01/1995 several decisions that they believe are
Revision Date: 11/08/1995 fundamental to the game's success,
95A012 Product Type: Supplement (Field) including target market selection and
Title: Electrohome (A): Projection Publisher: Richard Ivey School of pricing/payment structure. Teaching
Systems Division Business/UWO Purpose: Designed to be taught at both
Author(s): Ryans, Adrian B.; Abstract: Supplements the (A) case. a tactical and strategic level. At the
Vandenbosch, Mark; Miller, Neil Must be used with: (95A012) tactical level, students explore the role of
Publication Date: 01/01/1995 Electrohome (A): Projection Systems the target market in the process of
Revision Date: 12/11/2000 Division. diffusion as well as the implications of
Product Type: Case (Field) Geographic Setting: Canada flat pricing vs. subscription-based
Publisher: Richard Ivey School of Subjects: Canada; Competition; pricing. At the strategic level, students
Business/UWO Industrial markets; Marketing planning; examine an example of product
Abstract: The management team at Marketing strategy management in an industry in which
Electrohome's Projection Systems Length: 2p customer tastes are unpredictable and
Division must decide what to do in Supplementary Materials: Teaching fickle.
response to a surprise new product Note, (895A12), 23p, by Mark Geographic Setting: California
introduction by Sony Projection Vandenbosch Industry Setting: Videogame
Systems. The new product threatens Number of Employees: 1,000
Electrohome's position at the high end of Gross Revenues: $1.7 billion revenues
503008
the market. This case focuses on Subjects: Consumer marketing;
Title: Electronic Arts Introduces The
competitive analysis as three players Customer retention; Distribution; Market
Sims Online
from three differnet regions of the world selection; Pricing; Product management
Author(s): Moon, Youngme
vie for profitable positions in the Length: 33p
industrial projection systems market. Revision Date: 08/26/2003
Geographic Setting: Canada Product Type: Case (Field) 507044
Industry Setting: Electronic instruments Abstract: Electronic Arts (EA), the Title: Eli Lilly: Developing Cymbalta
& controls world's largest independent game Author(s): Ofek, Elie
Company Size: mid-size publisher, is preparing to launch an Publication Date: 11/27/2006
Subjects: Canada; Competition; online, subscription-based version of the Revision Date: 07/30/2008
Industrial markets; Marketing planning; most popular PC game in history: The Product Type: Case (Field)
Marketing strategy Sims. The new game is called "The Sims Abstract: Anticipating the expiration of
Length: 17p Online" and it differs from the original its Prozac patent, Eli Lilly has to make
Supplementary Materials: Supplement game in two key respects: the gaming tough decisions regarding the
(Field), (95A013), 11p, by Adrian B. experience and the payment structure. development of its next-generation
Ryans, Mark Vandenbosch, Neil Miller; In this context, EA managers must antidepressant drug. In particular, the
Supplement (Field), (95A014), 2p, by finalize several decisions that they company needs to decide whether to
Adrian B. Ryans, Mark Vandenbosch, believe are fundamental to the game's first establish that once-a-day dosing for
Neil Miller; Teaching Note, (895A12), success, including target market Cymbalta (Duloxetine) is effective in
23p, by Mark Vandenbosch selection and pricing/payment structure. treating major depressive disorder and
Geographic Setting: California only after launch get FDA approval for
95A013 Industry Setting: Videogame treating painful physical symptoms, or to
Title: Electrohome (B): The Phoenix Number of Employees: 1,000 first establish efficacy in treating pain
Project Gross Revenues: $1.7 billion revenues and later get FDA approval for once-a-
Author(s): Ryans, Adrian B.; Subjects: Consumer marketing; day dosing. The decision needs to take
Vandenbosch, Mark; Miller, Neil Customer retention; Distribution; Market into account how Cymbalta can be
Publication Date: 01/01/1995 selection; Pricing; Product management differentiated in the marketplace vis-a-vis
Revision Date: 11/01/1999 Length: 32p other antidepressants and the marketing
Product Type: Supplement (Field) Supplementary Materials: Teaching challenges to getting adoption that the
Publisher: Richard Ivey School of Note, (504044), 25p, by Youngme Moon new drug will face. Lilly's new
Business/UWO NEW antidepressant team making this
Abstract: Supplements the (A) case. decision has several market research
inputs on physicians and patients at its consumer, industrial, and military to digital technologies like the Internet,
disposal. markets. today's increasingly educated
Geographic Setting: United States Industry Setting: Electric power consumers expect companies to do
Industry Setting: Pharmaceutical Company Size: large more than just delight them. In response,
industry Subjects: Antitrust laws; Electric innovative companies are now trying a
Number of Employees: 40,000 industries; Market structure; Pricing; different approach: They are providing
Gross Revenues: $10.8 billion Product planning & policy customers with open, honest, and
revenues Length: 23p complete information, and then finding
Subjects: NO the best products for them--even if those
SUBJECTS(KEYWORDS) F0610D offerings are from competitors. In short,
Length: 28p Title: Embrace the Dark Side they are truly representing their
Supplementary Materials: Teaching Author(s): Fanuele, Michael J. customers' best interests, essentially
Note, (508061), 23p, by Elie Ofek Publication Date: 10/01/2006 becoming advocates for them. The
Year New: 2006 Product Type: Harvard Business strategy is this: If a company advocates
Review Article for its customers, they will reciprocate
KEL014 Abstract: Consumers these days prefer with their trust, loyalty, and purchases--
Title: Eli Lilly: Xigris (A) authenticity to purity, so brands should either now or in the future. The firm
Author(s): Calkins, Timothy; White, capitalize on their flaws, or "shadow" might then command higher prices for its
Karen attributes. products and services, as many
Publication Date: 01/01/2004 Subjects: NO customers will be willing to pay for the
Revision Date: 11/02/2004 SUBJECTS(KEYWORDS) extra value. And when people trust a
Product Type: Case (Pub Mat) Length: 3p company, they will often tell others about
Format: Windows Year New: 2006 it, helping to reduce the organization's
Abstract: Examines the launch of Xigris, costs for acquiring new customers.
a breakthrough new pharmaceutical Subjects: Customer relations;
587018
product for the treatment of sepsis. The Innovation; Loyalty; Marketing strategy;
Title: Emergence of the Electronic In-
newly appointed head of marketing for Service management
Home Shopping Industry
Xigris is reviewing the launch plan. Length: 8p
Author(s): Albion, Mark S.; Salmon,
Geographic Setting: United States Year New: 2005
Walter J.
Industry Setting: Pharmaceutical Publication Date: 06/15/1987
industry Revision Date: 01/01/1988 511044
Gross Revenues: $10.9 billion Product Type: Note Title: Emery Air Freight Corp. (B)
revenues (2000) Abstract: Describes the different types Author(s): Sultan, Ralph G.M.
Subjects: NO of electronic in-home shopping retailers, Publication Date: 09/05/1965
SUBJECTS(KEYWORDS) particularly home video shopping Product Type: Case (Field)
Length: 10p ventures, such as Home Shopping Abstract: Decisions concerning 1964
Supplementary Materials: Teaching Network. The objective is to analyze the sales promotion strategy for air freight
Note, (KEL016), 7p, by Timothy Calkins; form of distribution and shopping forwarder. Advertising versus personal
Supplement (Pub Mat), (KEL015), 2p, by behavior to predict the future of this type selling.
Timothy Calkins, Karen White of shopping and its impact on consumer Industry Setting: Air freight service
Year New: 2005 goods retailers. In addition, new industry
technologies are described for Gross Revenues: $35 million sales
KEL015 interactive, consumer-controlled, Event Year Start: 1963
Title: Eli Lilly: Xigris (B) information retrieval via cable TV. Event Year End: 1963
Author(s): Calkins, Timothy; White, Industry Setting: Retail industry; Subjects: Advertising; Air freight
Karen Telecommunications industry service; Logistics; Marketing
Publication Date: 01/01/2004 Subjects: Consumer behavior; management; Personal selling; Sales
Revision Date: 08/16/2005 Distribution channels; Retailing; management; Sales promotions
Product Type: Supplement (Pub Mat) Technological change; Length: 42p
Abstract: An abstract is not available for Telecommunications
this product. Must be used with: Length: 19p 83409
(KEL014) Eli Lilly: Xigris (A). Title: End-Game Strategies for Declining
Subjects: NO SMR129 Industries
SUBJECTS(KEYWORDS) Title: The Emerging Era of Customer Author(s): Harrigan, Kathryn; Porter,
Length: 2p Advocacy Michael E.
Supplementary Materials: Teaching Author(s): Urban, Glen L. Publication Date: 07/01/1983
Note, (KEL016), 7p, by Timothy Calkins Publication Date: 12/01/2004 Product Type: Harvard Business
Year New: 2005 Product Type: SMR Article Review Article
Abstract: For decades, companies Abstract: In today's world of little or no
582096 relied on push marketing to sell their economic growth and rapid technological
Title: Ellery Corp. (A) products and services. Then, in the change, many companies are faced with
Author(s): Corey, E. Raymond 1990s, the emphasis shifted to declining product demand beyond their
Publication Date: 01/26/1982 relationship marketing, as slogans such control. A study of the strategies of over
Product Type: Case (Field) as "delight your customers" became the 95 companies that confronted declining
Abstract: Concerns the sales program mantra of many marketers. But those markets suggests that companies can
for the low voltage switch gear tactics have been losing their often be very successful if they analyze
department of a company that effectiveness, particularly as the power all the characteristics that shape
manufactures electrical products for of customers continues to grow. Thanks competition in the end game and act in
accordance with their own needs. Insurance industry; Medical equipment & Year New: 2006
Strategic alternatives for declining device industry
business include leadership; niche; Subjects: NO 7856BC
harvest; and quick divestment. SUBJECTS(KEYWORDS) Title: Engagement: Ties That Bind--
Subjects: Competition; Corporate Length: 15p Leveraging Consumer Participation
strategy; Market share; Marketing Year New: 2006 Author(s): Quelch, John A.; Jocz,
strategy; Product management Katherine
Length: 9p 1014 Publication Date: 12/28/2007
Title: Ending the War Between Sales Product Type: HBS Press Chapter
R0607E and Marketing (HBR OnPoint Enhanced Abstract: Many consumers engage
Title: Ending the War Between Sales Edition) actively with marketers--they talk to
and Marketing Author(s): Kotler, Philip; Rackham, Neil; market researchers, suggest service
Author(s): Kotler, Philip; Rackham, Neil; Krishnaswamy, Suj improvements, and submit new product
Krishnaswamy, Suj Publication Date: 07/01/2006 ideas. While we tend to think of
Publication Date: 07/01/2006 Product Type: HBR OnPoint Article companies as "producers" and
Product Type: Harvard Business Abstract: Sales departments tend to consumers as "receivers," the line
Review Article believe that marketers are out of touch between the two is blurred and
Abstract: Sales departments tend to with what's really going on in the becoming more so. Just as political
believe that marketers are out of touch marketplace. Marketing people, in turn, democracies are more robust and more
with what's really going on in the believe the sales force is myopic--too representative when citizens engage in
marketplace. Marketing people, in turn, focused on individual customer public affairs, companies are learning
believe the sales force is myopic--too experiences, insufficiently aware of the that letting consumers participate in
focused on individual customer larger market, and blind to the future. In marketing strengthens their competitive
experiences, insufficiently aware of the short, each group undervalues the position. In a democratizing marketplace,
larger market, and blind to the future. In other's contributions. Both stumble (and constructive engagement with
short, each group undervalues the organizational performance suffers) consumers should be the wave of the
other's contributions. Both stumble (and when they are out of sync. Yet, few firms future.
organizational performance suffers) seem to make serious overtures toward Subjects: NO
when they are out of sync. Yet, few firms analyzing and enhancing the relationship SUBJECTS(KEYWORDS)
seem to make serious overtures toward between these two critical functions. Length: 28p
analyzing and enhancing the relationship Curious about the misalignment between List Price: $6.95
between these two critical functions. Sales and Marketing, the authors
Curious about the misalignment between interviewed pairs of chief marketing 2726BC
Sales and Marketing, the authors officers and sales vice-presidents to Title: Enhancing Customer Equity
interviewed pairs of chief marketing capture their perspectives. They looked Through Add-On Selling
officers and sales vice-presidents to in depth at the relationship between Author(s): Blattberg, Robert C.; Getz,
capture their perspectives. They looked Sales and Marketing in a variety of Gary; Thomas, Jacquelyn S.
in depth at the relationship between companies in different industries. Their Publication Date: 05/23/2001
Sales and Marketing in a variety of goal was to identify best practices that Product Type: HBS Press Chapter
companies in different industries. Their could enhance the joint performance and Abstract: Add-on selling offers a
goal was to identify best practices that increase the contributions of these two significant growth opportunity, but
could enhance the joint performance and functions. Among their findings: the resources must be allocated carefully
increase the contributions of these two marketing function takes different forms and may include marketing
functions. Among their findings: The in different companies at different communications, database marketing
marketing function takes different forms product life cycle stages. Marketing's tools, and outsourcing. Tools included
in different companies at different increasing influence in each phase of an here help evaluate which products
product life cycle stages. Marketing's organization's growth profoundly affects provide an add-on opportunity, configure
increasing influence in each phase of an its relationship with Sales; and the how best to market them, and
organization's growth profoundly affects strains between Sales and Marketing fall circumnavigate common pitfalls. May be
its relationship with Sales. The strains into two main categories: economic (a used with: (253XBC) From Marketing as
between Sales and Marketing fall into single budget is typically divided a Function to Marketing as a
two main categories: economic (a single between Sales and Marketing, and not Transformational Engine; (2548BC) The
budget is typically divided between always evenly) and cultural (the two Marketing Mix; (267XBC) From Brand
Sales and Marketing, and not always functions attract very different types of Acquisitions to Brand Rationalization;
evenly) and cultural (the two functions people who achieve success by (2661BC) From Market Segments to
attract very different types of people who spending their time in very different Strategic Segments; (270XBC)
achieve success by spending their time ways). In this article, the authors Managing Customer Acquisitions;
in very different ways). In this article, the describe the four types of relationships (2718BC) Managing Customer
authors describe the four types of Sales and Marketing typically exhibit. Retention; (2750BC) Market Research:
relationships Sales and Marketing They provide a diagnostic to help Listen and Learn; (2688BC) From
typically exhibit. They provide a readers assess their companies' level of Declining to Growing Distribution
diagnostic to help readers assess their integration, and they offer Channels; (2696BC) From Branded
companies' level of integration, and they recommendations for more closely Bulldozers to Global Distribution
offer recommendations for more closely aligning the two functions. Partners.
aligning the two functions. Subjects: NO Subjects: NO
Industry Setting: Airline industry; SUBJECTS(KEYWORDS) SUBJECTS(KEYWORDS)
Electronics industry; Energy; Equipment; Length: 14p Length: 32p
Financial services; High technology; List Price: $6.50 List Price: $6.95
Year New: 2005 Author(s): Narayandas, Das; Herman, Product Type: Case (Field)
Kerry Abstract: The European Bank for
596046 Publication Date: 07/29/2005 Reconstruction and Development, the
Title: Erox Corp.: Leverage Marketing Revision Date: 02/12/2009 first supranational financial institution of
Author(s): Kosnik, Thomas J.; Frank, Product Type: Case (Field) the post-Cold War era, is planning its
Gary Abstract: The CEO of EFL (India), a debut in the international capital markets
Publication Date: 03/01/1996 direct sales organization, must decide through a bond issuance of $500 million.
Product Type: Case (Field) which changes to the sales The bank must determine its marketing
Abstract: Erox Corp. is a biotechnology compensation systems would better strategy for the offering on two levels--
start-up that creates products containing motivate his sales reps and improve positioning of the institution and of the
synthetic human pheromones. It was their sales performance. bond offering itself. Integral to the
founded in 1989, went public in 1993, Geographic Setting: India marketing task is the selection of a lead
and brought in a turnaround team in Industry Setting: Durable goods manager, who will determine the
1994. Sales ramped from $110,000 in Event Year Start: 2004 marketing mix. The mix decisions involve
1993 to over $1 million in 1994, with Event Year End: 2004 determining product (currency, maturity,
prospects for continued hypergrowth. Subjects: NO coupon), pricing (yield), promotion (road
Pheromones are odorless biochemical SUBJECTS(KEYWORDS) shows and media relations), and
cues secreted by people and animals to Length: 22p distribution (formation of the syndicate).
influence the behavior of others of the Supplementary Materials: Case Video, In addition, the lead manager will need
same species. Biotechnologists have DVD, (506705), 7 min, by Das to select appropriate target markets
discovered human pheromones, and Narayandas; Case Video, (506707), 7 (retail and institutional investors), along
Erox has patents protecting its use of min, by Das Narayandas; Case Video, with overall positioning for the institution.
synthetic human pheromones for men Streaming, (1-277-6), 7 min, by Das Geographic Setting: London; Europe,
and women in cosmetic products such Narayandas Eastern
as perfumes, colognes, and body Year New: 2005 Industry Setting: Investment banking;
lotions. Realm is preparing a national Investment banking
U.S. retail launch of its fragrance product 506705 Subjects: Banking; Bonds; Eastern
lines: Real for women and Realm for Title: Eureka Forbes Ltd.: Managing the Europe; International banking;
Men. Michael Stern, VP marketing and Selling Effort, Video (DVD) Investment banking; Marketing strategy;
sales, has developed a successful Author(s): Narayandas, Das Pricing; Social enterprise
direct-marketing campaign using a 30- Publication Date: 09/01/2005 Length: 22p
minute infomercial. His challenge is to Product Type: Case Video, DVD Supplementary Materials: Teaching
develop a leveraged marketing Abstract: Presents company sales Note, (596115), 12p, by Jeffrey F.
communications campaign to support management tools for recruitment and Rayport
the launch of Realm in Bloomingdales. training of new sales representatives.
Geographic Setting: Silicon Valley Must be used with: (506003) Eureka U9905B
Industry Setting: Biotechnology Forbes Ltd.: Managing the Selling Effort Title: Evaluate Your Company with
industry; Fragrance industry (A). "Marketing Due Diligence": An Interview
Company Size: start-up Subjects: NO with Mark N. Clemente and David S.
Number of Employees: 25 SUBJECTS(KEYWORDS) Greenspan
Gross Revenues: $1 million revenues Length: 7 min Author(s): Clemente, Mark N.;
Subjects: Consumer goods; Consumer Year New: 2005 Greenspan, David S.; Saunders,
marketing; New product marketing; Rebecca
Product positioning; Public relations 506707 Publication Date: 05/01/1999
Length: 16p Title: Eureka Forbes Ltd.: Managing the Product Type: Harvard Management
Selling Effort, Video (VHS) Update Article
593512 Author(s): Narayandas, Das Abstract: Marketing due diligence,
Title: Ethics in Marketing, Video Publication Date: 09/01/2005 according to consultants Mark N.
Author(s): Quelch, John A. Product Type: Case Video Clemente and David S. Greenspan, is a
Publication Date: 07/29/1993 Abstract: Presents company sales systemic, comprehensive assessment of
Product Type: Case Video management tools for recruitment and a company's marketing efforts. It tells a
Abstract: Compilation of commercials training of new sales representatives. company how a smart buyer evaluates
for six marketing case studies included Must be used with: (506003) Eureka its chances for success in tomorrow's
in the book Ethics in Marketing by N. Forbes Ltd.: Managing the Selling Effort marketplace as well as today's. In this
Smith and J.A. Quelch, published by (A). interview, Clemente and Greenspan
Richard D. Irwin, Homewood, IL. Subjects: NO explain how marketing due diligence
Industry Setting: Advertising industry SUBJECTS(KEYWORDS) differs from a marketing audit and what
Subjects: Advertising; Ethics; Marketing Length: 7 min benefits a company can expect from
management List Price: $150.00 applying marketing due diligence.
Length: 34 min Year New: 2005 Includes a sidebar entitled "Why
List Price: $150.00 Snapple Went South," an explanation of
Supplementary Materials: Video Quaker Oats' costly acquisition of
594005
Insights, (593100), 1p, by John A. Snapple.
Title: European Bank for Reconstruction
Quelch Subjects: Acquisitions; Interviews;
and Development: Marketing Strategy
Marketing management; Marketing
for the Debut Bond Offering
strategy
506003 Author(s): Rayport, Jeffrey F.
Length: 3p
Title: Eureka Forbes Ltd.: Managing the Publication Date: 07/07/1993
Selling Effort (A) Revision Date: 11/05/1993
List Price: $4.50 191210 stent: a device which props open a

Title: Evolution of IBM Personal clogged artery to the heart and then
R0705G Computers releases medication that reduces the risk
Title: Even Commodities Have Author(s): Dhebar, Anirudh of artery re-blockage. In light of recent
Customers Publication Date: 05/16/1991 medical and competitive trends in the
Author(s): Jacques, Francois M. Product Type: Case (Library) market, the case prompts students to
Publication Date: 05/01/2007 Abstract: Describes the evolution of examine the future adoption of drug-
Product Type: Harvard Business International Business Machines, Inc.'s eluting stents as well as to consider the
Review Article personal-computer products. Details the potential marketing actions to be taken
Abstract: When Francois Jacques major hardware enhancements and by Medtronic for ENDEAVOR--a newly
became head of marketing at Lafarge's product line extensions during the period approved stent that will hit the market in
cement division in late 2001, old-timers 1981-87, and concludes with a 2008.
told him that there were only two types description of the PS/2 family (date of Geographic Setting: United States
of customers: those who liked golf and introduction: April 1987). A separate Industry Setting: Biotechnology
those who liked fishing. Welcome to the exhibit provides a brief overview of a industry; Medical equipment & device
front lines of your typical cement microcomputer. Raises two questions: industry
company, a hardscrabble world peopled 1) What are the important dimensions of Event Year Start: 2008
by grizzled salesmen whose pitches are product change? 2) What is the Event Year End: 2008
about making friends rather than "appropriate" amount of product and Subjects: NO
demonstrating that their products are technological change? SUBJECTS(KEYWORDS)
better than the competition's. It isn't easy Industry Setting: Personal computer Length: 18p
to establish a marketing function in a industry Supplementary Materials: Teaching
company that doesn't think it needs one. Company Size: Fortune 500 Note, (5-509-053), 17p, by Peter
From the start, Jacques tackled the Gross Revenues: $44 billion 1990 sales Wickersham, Elie Ofek
challenge on a number of fronts. First, Subjects: Computer industry; Product
he formed a three-person steering lines; Product management; 7852BC
committee with both his strongest ally Technological change; Technology Title: Exchange: A Promise Is a
and his most vociferous foe in the Length: 7p Promise--Understanding the
executive ranks. Then he set right to Connections Between Marketing and
work applying marketing's most basic 191211 Political Exchanges
and powerful tools--segmentation and Title: Evolution of Lotus 1-2-3 Author(s): Quelch, John A.; Jocz,
pricing strategy--to four carefully chosen Author(s): Dhebar, Anirudh Katherine
pilot projects. To make the value of Publication Date: 05/16/1991 Publication Date: 12/28/2007
those efforts quickly apparent, he Product Type: Case (Library) Product Type: HBS Press Chapter
measured their effectiveness with readily Abstract: Describes the evolution of Abstract: In modern Western societies,
understood metrics. He shared the Lotus Development Corp.'s 1-2-3 marketplace exchanges and political
ongoing results as widely as possible by spreadsheet software for IBM- exchanges, and the pursuit of self-
establishing regional networks of compatible personal computers. interest and the pursuit of the common
marketing and sales executives. He Changes in hardware requirement and good, are inextricably linked. People can
wove marketing into Lafarge's major enhancements in the software are use political exchanges--such as
mainstream management processes by described for the different 1-2-3 releases supporting politicians who favor antitrust
becoming a fixture at the company's during the period 1983-90. Raises two enforcement--to address problems they
strategic-planning, performance, and questions: 1) What are the important experience in marketing exchanges. It
budgeting discussions. Step by step, dimensions of product change? 2) What works both ways, too--boycotting
over the next four years, Jacques and is the "appropriate" amount of product producers and subscribing to political
his team of first temporary, and then and technological change? publications are ways to leverage
permanent, marketers fundamentally Geographic Setting: Massachusetts marketing exchanges to achieve social
transformed Lafarge's commodity mind- Industry Setting: Software industry or political goals.
set. Segmenting customers allowed Company Size: large Subjects: NO
people to see that they were selling to Gross Revenues: $684.5 million 1990 SUBJECTS(KEYWORDS)
different groups that required different sales Length: 28p
products, which in many cases could be Subjects: Computer industry; Product List Price: $6.95
sold for higher-than-commodity prices. lines; Product management; Software;
Customer satisfaction surveys led them Technological change 599048
to improve supply chain execution and, Length: 3p Title: Executive Health Group
ultimately, to change what they sold, so Author(s): Chun, Samuel
that their offerings were suited to a 509028 Publication Date: 05/07/1999
range of customer requirements, Title: Examining the Adoption of Drug- Revision Date: 04/03/2003
increasing value both for them and for Eluting Stents Product Type: Case (Field)
the division. May be used with: Author(s): Ofek, Elie Abstract: Executive Health Group
(R0705F) Silo Busting: How to Execute Publication Date: 09/25/2008 provides in-depth physical exams.
on the Promise of Customer Focus. Revision Date: 02/02/2009 Facing stagnant revenues, CEO William
Subjects: NO Product Type: Case (Library) Flatley has to reposition his firm,
SUBJECTS(KEYWORDS) Abstract: Marketers are often tasked strengthen the brand franchise, and
Length: 12p with exploring the factors that impact the grow share in an increasingly
Year New: 2007 long-run adoption of a new product or competitive health care environment.
technology. The new product under Geographic Setting: New York, NY
consideration here is the drug-eluting Industry Setting: Health care industry
Number of Employees: 100 confidence to enjoy wine like a true connoisseur!

Gross Revenues: $20 million revenues connoisseur! Subjects: NO
Subjects: Brand management; Subjects: NO SUBJECTS(KEYWORDS)
Competition; Health care; Market SUBJECTS(KEYWORDS) Length: 90 min
positioning; Marketing management Length: 90 min List Price: $349.00
Length: 10p List Price: $129.00 Year New: 2006
Note, (500006), 6p, by Samuel Chun 509022
1081SL Title: Exercise on Estimation
1081CD Title: Executive Presence: How to Author(s): Gourville, John T.; Riis,
Title: Executive Presence: How to Intelligently Navigate the Wine List and Jason
Intelligently Navigate the Wine List and Order Like a Pro, A Conversation with Publication Date: 09/10/2008
Order Like a Pro, A Conversation with Mary Ewing-Mulligan, also Featuring Product Type: Exercise
Mary Ewing-Mulligan, also Featuring Jeffrey Rayport, A Harvard Business Abstract: This exercise is meant to
Jeffrey Rayport, A Harvard Business School Publishing Virtual Seminar CD, assess students' level of confidence
School Publishing Virtual Seminar CD, Multiuser around everyday business and general
Single User Author(s): Ewing-Mulligan, Mary; knowledge questions, for the purpose of
Author(s): Ewing-Mulligan, Mary; Rayport, Jeffrey F. identifying where they are overconfident
Rayport, Jeffrey F. Publication Date: 08/03/2006 and underconfident.
Publication Date: 08/03/2006 Product Type: Conference Audio Subjects: NO
Product Type: Conference Audio Abstract: There are many ways to learn SUBJECTS(KEYWORDS)
Abstract: There are many ways to learn to read a financial statement. Length: 3p
to read a financial statement. Companies develop robust professional
Companies develop robust professional growth plans for managers and 5122
growth plans for managers and employees. Sales organizations spend Title: The Experience Economy,
employees. Sales organizations spend millions on training employees to set Audiobook (Cassette)
millions on training employees to set goals and master the art of closing the Author(s): Pine, B. Joseph, II; Gilmore,
goals and master the art of closing the sale. Social and entertaining skills can James
sale. Social and entertaining skills can be equally important in interactions with Publication Date: 10/27/2000
be equally important in interactions with clients and customers--yet most Product Type: HBS Press Audio
clients and customers--yet most companies do little to help managers Medium: Audiotape
companies do little to help managers hone these abilities. If you are on the Abstract: Future economic growth lies
hone these abilities. If you are on the front line of any organization, you may in the value of experiences and
front line of any organization, you may have felt the pressure of making a good transformations--good and services are
have felt the pressure of making a good impression at an important business no longer enough. We are on the
impression at an important business dinner, but have been hesitant to ask for threshold, say authors Pine and Gilmore,
dinner, but have been hesitant to ask for help. This best practice briefing (part of of the Experience Economy, a new
help. This best practice briefing (part of our virtual seminar series) will provide economic era in which all businesses
our virtual seminar series) will provide practical, immediate guidance to must orchestrate memorable events for
practical, immediate guidance to exploring wines in a non-intimidating and their customers. This abridged
exploring wines in a non-intimidating and fun--yet informative--format. Our first- audiobook offers a creative, highly
fun--yet informative--format. Our first- ever best practice briefing of this nature original, and yet eminently practical
ever best practice briefing of this nature will feature Mary Ewing-Mulligan, author strategy for companies to script and
will feature Mary Ewing-Mulligan, author of Wine Style: Using Your Senses to stage the experiences that will transform
of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP the value of what they produce. From
Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) America Online to Walt Disney, the
thought leader (and wine enthusiast) Jeffrey Rayport. This interactive session authors draw from a rich and varied mix
Jeffrey Rayport. This interactive session will focus on a suggested list of wines to of examples that showcase businesses
will focus on a suggested list of wines to sample, as well as general wine in the midst of creating personal
sample, as well as general wine knowledge aimed at providing the experiences for both consumers and
knowledge aimed at providing the context in which to begin tasting wine businesses. The authors urge managers
context in which to begin tasting wine thoughtfully. Peppered with insight from to look beyond traditional pricing factors
thoughtfully. Peppered with insight from our renowned wine expert and widely like time and cost, and consider charging
our renowned wine expert and widely respected thought leader, we will for the value of the transformation that
respected thought leader, we will discuss and learn more about each style an experience offers. Goods and
discuss and learn more about each style and how to discern between them. A services, say Pine and Gilmore, are no
and how to discern between them. A strong finish will include a summary of longer enough. Experiences and
strong finish will include a summary of key takeaways to use at your next meal. transformations are the basis for future
key takeaways to use at your next meal. Great for the beginner, but rich in economic growth, and The Experience
Great for the beginner, but rich in content enough for experienced wine Economy is the script from which
content enough for experienced wine drinkers to further discover what you like managers can begin to direct their own
drinkers to further discover what you like and to explore more of your preferred transformations.
and to explore more of your preferred style. If the thought of talking to the Subjects: Customer service;
style. If the thought of talking to the sommelier makes your palms sweat or if Customization; Market analysis;
sommelier makes your palms sweat or if you just need a few extra pointers for Marketing planning; Marketing strategy;
you just need a few extra pointers for your next business dinner, you won't New economy; Pricing; Product
your next business dinner, you won't want to miss this. We'll give you the development; Services
want to miss this. We'll give you the confidence to enjoy wine like a true Length: 180 min
List Price: $18.95 product sales growth, transition as Note, (597073), 24p, by Susan Fournier
product shipments start to decline,
8192 maturity as the service cycle peaks and 597091
Title: The Experience Economy: Work product shipments continue to fall, and Title: Exploring Brand-Person
Is Theatre & Every Business a Stage end of life after product sales halt and Relationships: Three Life Histories
(Hardcover) the installed base undergoes attrition. (Condensed)
Author(s): Pine, B. Joseph, II; Gilmore, Subjects: Product life cycle; Product Author(s): Fournier, Susan
James management; Service management Publication Date: 06/05/1997
Publication Date: 03/23/1999 Length: 4p Revision Date: 05/04/1998
Product Type: HBS Press Book Product Type: Case (Pub Mat)
Abstract: Future economic growth lies 65608 Abstract: The idea that "relationships"
in the value of experiences and Title: Exploit the Product Life Cycle exist between consumers and products
transformations--good and services are Author(s): Levitt, Theodore has implicitly occupied a central place in
no longer enough. We are on the Publication Date: 11/01/1965 brand marketing thought and practice.
threshold, say authors Pine and Gilmore, Product Type: Harvard Business Now as relational (one-on-one)
of the Experience Economy, a new Review Article marketing is said to be replacing
economic era in which all businesses Abstract: The product life cycle transactional (mass) marketing as the
must orchestrate memorable events for measures the likelihood, character, and dominant paradigm of the field, explicit
their customers. The Experience timing of competitive and market events. theoretical development of these ideas
Economy offers a creative, highly A product strategy that includes some becomes critical. This case presents
original, and yet eminently practical sort of plan for a timed sequence of detailed qualitative data on three women
strategy for companies to script and conditional moves provides an offensive and their relationships with brands.
stage the experiences that will transform rather than a reactive move. Most Subjects: Brands; Consumer behavior;
the value of what they produce. From successful products pass through certain Consumer marketing; Customer
America Online to Walt Disney, the recognizable stages. Awareness of relations
authors draw from a rich and varied mix these stages affects decisions on Length: 18p
of examples that showcase businesses marketing factors such as pricing, Supplementary Materials: Teaching
in the midst of creating personal product identity, and sales and Note, (597073), 24p, by Susan Fournier
experiences for both consumers and distribution networks. New uses and new
businesses. The authors urge managers customers extend the product life cycle. 580150
to look beyond traditional pricing factors Planning in the early stages for product Title: Exporting from the United States,
like time and cost, and consider charging life extension helps to guide the direction Background Note
for the value of the transformation that of ongoing technical research in support Author(s): Malone, Claudine B.
an experience offers. Goods and of the product. Publication Date: 05/20/1980
services, say Pine and Gilmore, are no Subjects: Marketing strategy; Product Revision Date: 01/23/1981
longer enough. Experiences and life cycle Product Type: Note
transformations are the basis for future Length: 14p Abstract: Discusses the execution of an
economic growth, and The Experience international marketing plan by a U.S.
Economy is the script from which 596093 exporter. Cites the insufficient attention
managers can begin to direct their own Title: Exploring Brand-Person paid to the controls imposed by the
transformations. Relationships: Three Life Histories exporter's own government and
Subjects: Customer service; Author(s): Fournier, Susan differences between domestic and
Customization; Market analysis; Publication Date: 01/22/1996 international marketing in the areas of
Marketing planning; Marketing strategy; Revision Date: 02/13/1997 insurance and finance. May be used with
New economy; Pricing; Product Product Type: Case (Pub Mat) Kenics Corp., which describes the
development; Services Abstract: The idea that "relationships" marketing strategy of a high technology
Length: 272p exist between consumers and products firm seeking foreign sales.
List Price: $29.95 has implicitly occupied a central place in Subjects: Exports; International
BESTSELLER brand marketing thought and practice. marketing; International trade
Now as relational (one-on-one) Length: 17p
88512 marketing is said to be replacing
Title: Exploit Your Product's Service Life transactional (mass) marketing as the 504005
Cycle dominant paradigm of the field, explicit Title: Eyeblaster: Enabling the Next
Author(s): Potts GW theoretical development of these ideas Generation of Online Advertising
Publication Date: 09/01/1988 becomes critical. This case presents Author(s): Ofek, Elie
Product Type: Harvard Business detailed qualitative data on three women Publication Date: 09/05/2003
Review Article and their relationships with brands. Revision Date: 05/22/2006
Abstract: The product life cycle is a Intended to reveal the deep connections Product Type: Case (Field)
standard concept, but the service life consumers may form with brands across Abstract: Eyeblaster management has
cycle is not so well understood. A product categories, providing new to decide on the best course of action to
product that requires periodic insights into phenomena such as brand sustain its momentum from enabling
maintenance and repair over a fairly long loyalty and brand equity that will inform online rich media advertising. Pressure
period of time has a service life cycle brand management practice. from competitors is forcing the company
that lags the product cycle but that may Subjects: Brands; Consumer behavior; to re-evaluate its previous marketing
well last long after the product has been Consumer marketing; Customer strategy that focused primarily on getting
taken off the market. Data General Corp. relations advertising agencies to advocate use of
divides the service life cycle for its Length: 21p Eyeblaster's rich media ad management
computers into four stages: rapid Supplementary Materials: Teaching product. Alternatively, more Eyeblaster
sales effort, product improvements, and FTC's findings. Can be used to raise the Author(s): Shapiro, Benson P.; Moriarty,
pricing incentives could be diverted to issue of the federal government Rowland T., Jr.; Cline, Craig E.
Web site publishers or even to regulation of advertising, and the broad Publication Date: 05/13/1992
advertisers. CEO Gal Trifon has to social issues of "truth in advertising." Revision Date: 11/02/1992
decide whether to give the green light to Also contains some interesting Product Type: Case (Field)
entering two new markets. Such a move applications of marketing research used Abstract: Concerns the selection and
would require the company to position for policy purposes. scheduling of orders by a small industrial
itself somewhat differently in the Geographic Setting: New York, NY titanium fabricator that in recent months
marketplace and offer different pricing Industry Setting: Personal care has been plagued by poor deliveries and
schemes. Includes color exhibits. products a lack of capacity. Four orders are
Geographic Setting: United States Company Size: large offered, from which the student must
Industry Setting: Internet & online Subjects: Advertising; Consumer select one. Each order represents
services industries; Advertising industry goods; Ethics; Government agencies; different order-mix/customer situation
Subjects: Advertising; Competition; Market research; Marketing strategy; issues. The case forces the student to
Internet; Market entry; Market Regulation choose among the four orders, given
positioning; Marketing strategy; Pricing; Length: 20p conflicting estimates of capacity
Technology available, other business likely to come
Length: 24p 579081 along, and the requirements of each
Supplementary Materials: Teaching Title: FTC vs. Levi Strauss order. A rewritten version of an earlier
Note, (504091), 23p, by Elie Ofek Author(s): Cady, John F. case.
Year New: 2006 Publication Date: 10/23/1978 Geographic Setting: United States
Revision Date: 09/29/1982 Industry Setting: Chemical industry
9-508-S15 Product Type: Case (Library) Company Size: small
Title: Eyeblaster: Enabling the Next Abstract: Describes the alternatives Gross Revenues: $31 million sales
Generation of Online Advertising, available to Levi Strauss and Company Subjects: Competitive bidding; Industrial
Spanish Version after the FTC challenges their traditional markets; Metals; Order processing;
Author(s): Ofek, Elie pattern of selective distribution. Pricing; Production scheduling;
Publication Date: 09/05/2003 Geographic Setting: United States Purchasing
Product Type: LACC Case Industry Setting: Apparel industry Length: 16p
Abstract: Eyeblaster management has Gross Revenues: $1.5 billion sales Supplementary Materials: Supplement
to decide on the best course of action to Subjects: Antitrust laws; Clothing; (Field), (592096), 2p, by Benson P.
sustain its momentum from enabling Distribution planning; Government Shapiro, Rowland T. Moriarty Jr.;
online rich media advertising. Pressure agencies; Pricing strategy Teaching Note, (593006), 20p, by
from competitors is forcing the company Length: 22p Benson P. Shapiro
to re-evaluate its previous marketing
strategy that focused primarily on getting 502S26 592096
advertising agencies to advocate use of Title: Fabtek (A), Spanish Version Title: Fabtek (B)
Eyeblaster's rich media ad management Author(s): Shapiro, Benson P.; Author(s): Shapiro, Benson P.; Moriarty,
product. Alternatively, more Eyeblaster Moriarty, Rowland T., Jr.; Cline, Craig E. Rowland T., Jr.
sales effort, product improvements, and Publication Date: 08/09/2002 Publication Date: 05/13/1992
pricing incentives could be diverted to Product Type: LACC Case Product Type: Supplement (Field)
Web site publishers or even to Abstract: Concerns the selection and Abstract: Presents an urgent order for
advertisers. CEO Gal Trifon has to scheduling of orders by a small industrial repair service from an important
decide whether to give the green light to titanium fabricator that in recent months customer who had purchased an item
entering two new markets. Such a move has been plagued by poor deliveries and from a competitor. The item, which TiFab
would require the company to position a lack of capacity. Four orders are had bid on, went out at a price that TiFab
itself somewhat differently in the offered, from which the student must predicted was below the amount
marketplace and offer different pricing select one. Each order represents necessary to ensure quality
schemes. Includes color exhibits. different order-mix/customer situation manufacture. Now the customer needs
Geographic Setting: United States issues. The case forces the student to to have the unit, part of a much larger
Industry Setting: Advertising industry; choose among the four orders, given production system, repaired and is
Internet & online services industries conflicting estimates of capacity willing to pay a very high price. The
Subjects: NO available, other business likely to come student must choose a price for this
SUBJECTS(KEYWORDS) along, and the requirements of each order, and decide whether to take it.
Length: 27p order. A rewritten version of an earlier Should be handed out in class after
case. discussion of the (A) case. A rewritten
578166 Geographic Setting: United States version of an earlier supplement. Must
Title: FTC and Listerine Antiseptic Industry Setting: Chemical industry be used with: (592095) Fabtek (A).
Author(s): Greyser, Stephen A.; Young, Company Size: small Industry Setting: Metals
Robert F. Gross Revenues: $31 million sales Subjects: Competitive bidding; Industrial
Publication Date: 04/01/1978 Subjects: Competitive bidding; markets; Metals; Order processing;
Product Type: Case (Library) Industrial markets; Metals; Order Pricing; Production scheduling;
Abstract: Describes the 1975 FTC processing; Pricing; Production Purchasing
decision against Listerine Antiseptic in scheduling; Purchasing Length: 2p
which corrective advertising negating the Length: 16p Supplementary Materials: Teaching
basic positioning of the brand has been Note, (593006), 20p, by Benson P.
mandated. Traces the history of the Shapiro
592095
decision, and provides a summary of the Title: Fabtek (A)
BH192 Supplementary Materials: Teaching Year New: 2007

Title: Fail Better! Samuel Beckett's Note, (IES037), 24p, by Lluis G. Renart
Secrets of Business and Branding 577042
Success 2075 Title: Federal Express (A)
Author(s): Brown, Stephen Title: The Fashion Channel: Market Author(s): Lovelock, Christopher H.
Publication Date: 03/15/2006 Segmentation Publication Date: 10/01/1976
Product Type: Business Horizons Author(s): Stahl, Wendy Revision Date: 04/01/1983
Article Publication Date: 06/01/2007 Product Type: Case (Field)
Publisher: Business Horizons/Indiana Product Type: Case Abstract: Federal Express is a small-
University Abstract: The new Senior Vice package airline operating throughout the
Abstract: Samuel Beckett, the peerless President of Marketing for The Fashion United States. After initial heavy losses it
Irish playwright, is widely regarded as Channel (TFC), a cable television is now profitable. Management is
the epitome of art for art's sake network dedicated to round-the-clock, examining the services offered by the
aestheticism. He hated salesmanship of fashion-oriented programming, is firm and believes that there is great
any kind, famously describing it as preparing to recommend a change in the potential for "Courier Pak", an overnight
"mercantile Gehenna." Yet, despite his company's traditional marketing delivery service with presently limited
anti-business reputation, Beckett is a approach by introducing a market sales. Is it appropriate to devote special
perfect role model for our paradoxical segmentation program. This program is, emphasis to Courier Pak? If so, what is
times. His "fail better" philosophy is very in part, a response to the intensifying the appropriate role of advertising and
much in keeping with today's creativity- competitive environment for TFC, and it personal selling? May be used with:
driven, hyper-competitive, warp-speed needs to strengthen the company's (579040) Federal Express (B); (579041)
world of fads, fashions, and here-today- brand and positioning with viewers and Federal Express (C).
gone-tomorrow consumer crazes. advertisers. At the same time, the Geographic Setting: Tennessee
Argues that, in a world where every program must maintain consumer and Industry Setting: Air freight service
organization is customer oriented and distributor satisfaction with the network. industry
every executive is au fait with best Several segmentation options are being Company Size: mid-size
textbook practice, Beckett's idiosyncratic considered, each with pros and cons. Gross Revenues: $75 million annual
esthetic encapsulates several salient Consumer research provides insights sales
secrets of business and branding but does not give a simple answer Subjects: Advertising media; Air freight
success. regarding the best path to take. The service; Communication strategy; Market
Subjects: NO reader must evaluate the research definition; Market segmentation;
SUBJECTS(KEYWORDS) results, calculate financial scenarios, Personal selling; Services
Length: 9p and make a recommendation. Also looks Length: 29p
Year New: 2006 at change management issues. TFC has Supplementary Materials: Teaching
never done a program like this before, Note, (577189), 10p, by Christopher H.
IES036 and the Senior Vice President of Lovelock
Title: Farggi Marketing is new to the job. In addition
Author(s): Renart, Lluis G.; Pares, to making a recommendation, she must 502S19
Francisco manage the change process to insure Title: Federal Express (B), Spanish
Publication Date: 01/01/1995 that the organization and her leadership Version
Revision Date: 10/01/1997 team peers are fully aligned. Author(s): Lovelock, Christopher H.
Product Type: Case (Field) Geographic Setting: Chicago, IL Publication Date: 08/08/2002
Publisher: IESE Business School Industry Setting: Cable television Product Type: LACC Case
Abstract: In August 1992, Haagen-Dazs industry Abstract: Federal Express is a small-
opened its first ice cream parlor in Subjects: NO package airline operating throughout the
Barcelona. In July 1993, Farggi, a small SUBJECTS(KEYWORDS) United States. After initial heavy losses,
Spanish family-owned company, opened Length: 12p it is now profitable. Management is
its own first luxury ice cream store just a Supplementary Materials: Teaching examining the services offered by the
few blocks away. This case is an Note, (2076), 9p, by Wendy Stahl; firm and believes that there is great
example of how a small local company Supplement (Spreadsheet), (2278), 1p, potential for "Courier Pak," an overnight
can compete against a very large by Wendy Stahl document delivery service with presently
multinational corporation. At the Year New: 2007 limited sales. Emphasizes product line
beginning of 1995, when Farggi already policy and market analysis.
has 13 exclusive ice cream parlors in 2278 Geographic Setting: Tennessee
Spain, plus some 800 non-exclusive Title: The Fashion Channel: Market Industry Setting: Air freight service
retail outlets, the managers of Farggi are Segmentation, Spreadsheet industry
facing a number of strategic dilemmas Author(s): Stahl, Wendy Company Size: mid-size
regarding how to continue successfully Publication Date: 06/01/2007 Gross Revenues: $75 million annual
competing in the luxury ice cream Product Type: Supplement sales
market segment. (Spreadsheet) Subjects: Advertising media; Air freight
Geographic Setting: Spain Abstract: An abstract is not available for service; Airlines; Communication
Industry Setting: Ice cream industry this product. Must be used with: (2075) strategy; Market definition; Market
Subjects: Competition; The Fashion Channel: Market segmentation; Personal selling; Product
Entrepreneurship; Europe; Family Segmentation. lines
owned businesses; Food; Franchising; Subjects: NO Length: 14p
Marketing management; Marketing SUBJECTS(KEYWORDS)
strategy Length: 1p 579040
Length: 27p
Title: Federal Express (B)
Author(s): Lovelock, Christopher H. Author(s): Lovelock, Christopher H. product is trying to restore industry price
Publication Date: 11/01/1978 Publication Date: 11/01/1978 levels. Price cutting has hurt overall
Revision Date: 06/01/1982 Revision Date: 12/01/1979 industry price levels and the leader must
Product Type: Case (Field) Product Type: Case (Field) determine whether (and how) to bring up
Abstract: Federal Express is a small- Abstract: The Marketing Director for price levels or exit the market.
package airline operating throughout the Federal Express, a fast growing freight Geographic Setting: United States
United States. After initial heavy losses, airline specializing in small packages, Industry Setting: Capacitors & resistors
it is now profitable. Management is must select a strategy to achieve a big Company Size: small
examining the services offered by the sales increase for one of the company's Gross Revenues: $8 million sales
firm and believes that there is great services. First he must decide on the Subjects: Commodity markets;
potential for "Courier Pak," an overnight relative emphasis to place between Competitive bidding; Industrial markets;
document delivery service with presently advertising and personal selling, then he Market signaling; Pricing; Product
limited sales. Emphasizes product line must formulate specific plans to reach planning & policy
policy and market analysis. May be used the new sales target within six months. Length: 13p
with: (577042) Federal Express (A); Nine pages of exhibits show examples of Supplementary Materials: Teaching
(579041) Federal Express (C). previous advertising by Federal Express Note, (585105), 15p, by Robert J. Dolan
Geographic Setting: Tennessee and its competitors, and provide data on
Industry Setting: Air freight service print and broadcast advertising costs HKU283
industry and audiences. May be used with: Title: Fenix: Diversified Niche Marketing
Company Size: mid-size (577042) Federal Express (A); (579040) in the Lifestyle Business
Gross Revenues: $75 million annual Federal Express (B). Author(s): Yim, Bennett; Wong, Monica
sales Geographic Setting: Tennessee Publication Date: 07/29/2003
Subjects: Advertising media; Air freight Industry Setting: Air freight service Product Type: Case (Field)
service; Airlines; Communication industry Publisher: University of Hong Kong
strategy; Market definition; Market Company Size: mid-size Abstract: Fenix Group's business spans
segmentation; Personal selling; Product Gross Revenues: $75 million annual from general merchandise retailing to
lines sales Italian fashion. The diversity stems from
Length: 14p Subjects: Advertising media; Air freight the management's multiniche marketing
Supplementary Materials: Teaching service; Communication strategy; Market strategy. Looks at the journeys of two
Note, (581020), 10p, by Christopher H. definition; Market segmentation; entrepreneurs who started out with a tiny
Lovelock Personal selling; Services garment trading company and, in the
Length: 18p span of 30 years, expanded into a
504S22 Supplementary Materials: Teaching multinational network of manufacturing
Title: Federal Express (C), Spanish Note, (581021), 10p, by Christopher H. and retailing with $230 million annual
Version Lovelock turnover. How did Fenix identify and tap
Author(s): Lovelock, Christopher H. into niches in different markets? What
Publication Date: 11/01/1978 503S52 does it take to be successful in niche
Revision Date: 12/01/1979 Title: Federated Industries (A), Spanish markets? Also analyzes Fenix's strategy
Product Type: LACC Case Version and discusses the critical success
Abstract: The Marketing Director for Author(s): Dolan, Robert J. factors of its multiniche marketing
Federal Express, a fast growing freight Publication Date: 09/20/1984 strategy.
airline specializing in small packages, Revision Date: 12/01/1992 Industry Setting: Retail industry
must select a strategy to achieve a big Product Type: LACC Case Subjects: Manufacturing; Marketing
sales increase for one of the company's Abstract: The market leader in an strategy; Networks; Retailing; Strategy
services. First he must decide on the overcapacity industry with a commodity implementation
relative emphasis to place between product is trying to restore industry price Length: 8p
advertising and personal selling, then he levels. Price cutting has hurt overall Supplementary Materials: Teaching
must formulate specific plans to reach industry price levels and the leader must Note, (HKU284), 4p, by Bennett Yim,
the new sales target within six months. determine whether (and how) to bring up Monica Wong
Nine pages of exhibits show examples of price levels or exit the market. Year New: 2004
previous advertising by Federal Express Geographic Setting: United States
and its competitors, and provide data on Industry Setting: Capacitors & resistors UV0323
print and broadcast advertising costs Company Size: small Title: Fidelity Incorporated: Pricing the
and audiences. Gross Revenues: $8 million sales Fidelity Blue Chip Growth Fund
Geographic Setting: Tennessee Subjects: Commodity markets; Author(s): Wilcox, Ronald T.
Industry Setting: Air freight service Competitive bidding; Industrial markets; Publication Date: 05/20/2003
industry Market signaling; Pricing; Product Product Type: Case (Field)
Company Size: mid-size planning & policy Abstract: This case presents an
Gross Revenues: $75 million annual Length: 14p application of conjoint analysis in a
sales financial services setting. It is best used
Subjects: Advertising media; Air freight 585104 in a course on marketing research. The
service; Communication strategy; Market Title: Federated Industries (A) decision in the case centers on a fund
definition; Market segmentation; Author(s): Dolan, Robert J. manager's need to generate additional
Personal selling; Services Publication Date: 09/20/1984 profit from a mutual fund. To do this, he
Length: 20p Revision Date: 12/01/1992 needs to determine a new pricing
Product Type: Case (Gen Exp) structure for the fund. The case presents
579041 Abstract: The market leader in an students with the results from a real-
Title: Federal Express (C) overcapacity industry with a commodity world conjoint analysis and requires
them to work through the pricing and products, and descriptions of some of Mills, Inc. (C)
profit implications of that analysis. the world's most influential advertising Author(s): Shapiro, Benson P.; Davis,
Industry Setting: Marketing research agencies. Altogether, Field Guide to N.J.
industry Marketing offers a handy primer on Publication Date: 07/17/1974
Subjects: NO today's marketing industry. A paperback Product Type: Case (Field)
SUBJECTS(KEYWORDS) version is available: Order No. 4308, Abstract: Focuses on a rather complex
Length: 5p $16.95. compensation plan for salesmen which
Supplementary Materials: Teaching Subjects: Marketing implementation; had evolved over the years at Fieldcrest.
Note, (UV0324), 6p, by Ronald T. Wilcox Marketing management; Marketing While complaints about the system have
Year New: 2007 strategy been relatively minor, management feels
Length: 208p pressure both to simplify it in order to
4308 List Price: $29.95 make it easier to understand and
Title: Field Guide to Marketing: A administer and to tailor it more to the
Glossary of Essential Tools and 575002 needs of each individual salesperson,
Concepts for Today's Manager Title: Fieldcrest Division of Fieldcrest thereby increasing its complexity.
(Paperback) Mills, Inc. (A) Geographic Setting: United States
Author(s): School Press, Harvard Author(s): Shapiro, Benson P.; Davis, Industry Setting: Home furnishings;
Business; Economist N.J. Textile industry
Publication Date: 11/08/2093 Publication Date: 07/01/1974 Company Size: mid-size
Product Type: General Reference Revision Date: 06/01/1975 Gross Revenues: $167 million sales
Abstract: This book takes the mystique Product Type: Case (Field) Subjects: Motivation; Sales
out of marketing with down-to-earth Abstract: Details the history of the compensation; Sales management;
definitions of the most relevant terms Fieldcrest Marketing Division and the Sales promotions; Textiles
and concepts and concise information merchandising and sales organization of Length: 14p
about today's marketing industry. The the Division as of December 1973. Also
main section provides explanations of includes a section on the bed and bath 587097
over 400 carefully selected marketing fashion industry. It is to be used in Title: Fieldcrest Division of Fieldcrest
concepts and topics. Myriad quotations conjunction with both Fieldcrest Division Mills, Inc.: Compensation System for
from recognized scholars, business of Fieldcrest Mills, Inc. (B) and (C). Field Sales Representatives
executives, and writers supplement the Geographic Setting: United States Author(s): Cespedes, Frank V.
definitions, provoking deeper thinking-- Industry Setting: Home furnishings; Publication Date: 11/17/1986
while often reflecting a humorous Textile industry Revision Date: 06/23/1987
perspective--about contemporary issues Company Size: mid-size Product Type: Case (Field)
in marketing. Also included are profiles Gross Revenues: $167 million sales Abstract: Focuses on the compensation
of well-known marketing companies and Subjects: Motivation; Sales plan for Fieldcrest sales representatives.
products, and descriptions of some of management; Textiles Management is reviewing the structure
the world's most influential advertising Length: 11p of the plan and must decide how to
agencies. Altogether, Field Guide to establish compensation goals and
Marketing offers a handy primer on 575003 guidelines for the following year so that
today's marketing industry. Title: Fieldcrest Division of Fieldcrest sales efforts are allocated among
Subjects: Marketing implementation; Mills, Inc. (B) products and/or accounts in the best
Marketing management; Marketing Author(s): Shapiro, Benson P.; Davis, manner. Provides information about the
strategy N.J. industry, the competitive environment,
Length: 208p Publication Date: 07/01/1974 recent market developments, and the
List Price: $16.95 Product Type: Case (Field) details of the compensation plan as well
Abstract: Discussion of the various as comments by managers and
4359 nonfinancial motivators which Fieldcrest salespeople.
Title: Field Guide to Marketing: A uses with its salespeople. These include Geographic Setting: United States
Glossary of Essential Tools and sales contests, sales meetings, Industry Setting: Home furnishings
Concepts for Today's Manager salesletters, videotape programs, a Company Size: mid-size
(Hardcover) manpower development program, and a Gross Revenues: $167 million
Publication Date: 11/08/1993 miscellaneous category described as the revenues
Product Type: General Reference "method of doing business." Key issues Subjects: Marketing implementation;
Abstract: This book takes the mystique are how to determine the effectiveness Marketing management; Marketing
out of marketing with down-to-earth of these various motivators and, in a organization; Sales compensation; Sales
definitions of the most relevant terms period of rising costs, whether (and if so, management
and concepts and concise information where) to cut back on these motivators. Length: 20p
about today's marketing industry. The Geographic Setting: United States
main section provides explanations of Industry Setting: Home furnishings; 581094
over 400 carefully selected marketing Textile industry Title: Fieldcrest: Cooperative
concepts and topics. Myriad quotations Company Size: mid-size Advertising
from recognized scholars, business Gross Revenues: $167 million sales Author(s): Greyser, Stephen A.; Young,
executives, and writers supplement the Subjects: Motivation; Sales Robert F.
definitions, provoking deeper thinking-- management; Sales promotions; Textiles Publication Date: 12/30/1980
while often reflecting a humorous Length: 20p Revision Date: 02/16/1982
perspective--about contemporary issues Product Type: Case (Field)
in marketing. Also included are profiles 575004 Abstract: Describes the tradeoff
of well-known marketing companies and Title: Fieldcrest Division of Fieldcrest between expenditures on national media
advertising and on retailer-supportive area stores have been performing well, Web site using site-specific loyalty
cooperative advertising. Through heavy however, management is concerned programs, virtual communities, and
past spending on cooperative with over saturation of the market. At the timely delivery. Late entrants will
advertising, Fieldcrest has successfully time of the case, Filene's Basement has encounter extreme difficulty. In the third
built strong trade relations and fashion 49 stores in operation. segment, "look and feel" goods, such as
recognition among customers. The Geographic Setting: Boston, MA clothes, homes, and furniture, are
president of the firm is now expressing a Industry Setting: Discount retail; Retail differentiated by their quality and
concern that a higher proportion of the industry reliability. Customers want to experience
firm's advertising budget should be used Company Size: large them in person before making a
for company-sponsored national media Number of Employees: 1,700 purchase. Dot-coms that don't create the
advertising. An analysis of the firm's co- Gross Revenues: $529 million products they sell will be forced to
op expenditures and their relation to revenues compete on price and will find margins
sales volume is shown. Includes Subjects: Department stores; Location difficult to maintain. In the fourth
extensive discussion by several of industry; Real estate; Retailing segment, "look and feel" goods with
executives regarding the relative Length: 24p variable quality, such as fresh produce
effectiveness of the two alternatives. Supplementary Materials: Teaching and original artwork, each individual
Illustrates the use of trade support in Note, (594061), 6p, by David E. Bell product differs from every other one.
developing a fashion-oriented brand Customers want to experience these
image and in stimulating consumer 6301BC products to ascertain their quality before
demand. Demonstrates the problems Title: Find the Right Role and Scope: buying. Dot-coms that establish a
encountered in evaluating the The CMO's New Job Description reputation for quality and sell low-priced
effectiveness of marketing expenditures Author(s): Aaker, David goods to repeat customers have the best
in vehicles other than national media. Publication Date: 10/21/2008 chance of success.
Geographic Setting: New York, NY Product Type: HBS Press Chapter Industry Setting: Retail industry
Industry Setting: Home furnishings Abstract: In order to meet the challenge Subjects: Competitive advantage;
Gross Revenues: $250 million sales of reducing barriers to silo cooperation, Corporate strategy; Innovation; Market
Subjects: Advertising strategy; the CMO must take on a new role in the segmentation; Retailing; Technology;
Cooperatives; Marketing management; organization. However, there are a World Wide Web
Sales promotions; Textiles variety of roles to choose from, from that Length: 14p
Length: 20p of a facilitator to others that are more Year New: 2005
ambitious. The selection of the right role,
502061 which will vary over activities and over SMR240
Title: Fighting AIDS and Pricing Drugs time, can be critical to CMO success or Title: Finding the Right Job for Your
Author(s): Gourville, John T. even survival. The determination of the Product
Publication Date: 02/26/2002 country, product, and functional scope of Author(s): Christensen, Clayton M.;
Product Type: Case (Library) the CMO team will balance and focus Anthony, Scott D.; Berstell, Gerald;
Abstract: In early 2001, makers of AIDS scale. Nitterhouse, Denise
drugs were suing to prevent developing Subjects: NO Publication Date: 04/01/2007
countries from violating their patents. SUBJECTS(KEYWORDS) Product Type: SMR Article
The issue was driven by price. The Length: 29p Abstract: The way a company views its
developing countries could not afford the List Price: $6.95 markets determines what it decides to
market price for these drugs. At the produce, how it will take those products
same time, the drug companies were SMR048 to market, who it believes its competitors
reluctant to sell drugs at or below cost in Title: Finding Sustainable Profitability in to be, and how large it believes its
one country and at 10 to 20 times cost in Electronic Commerce market opportunities are. Most
another country. Using a series of Author(s): de Figueiredo, John M. companies segment along lines defined
published articles, this case outlines the Publication Date: 07/01/2000 by the characteristics of their products
pressures facing the drug companies Product Type: SMR Article (category or price) or customers (age,
and asks the question, "How should they Abstract: To sustain a competitive gender, marital status, and income level)
respond?" advantage, Web retailers must align since that is the most easily accessible
Geographic Setting: South Africa their strategies with the product type of data, but product and customer
Industry Setting: Pharmaceutical characteristics and buying practices of characteristics are poor indicators of
industry customers in their market segment, customer behavior because that is not
Subjects: Developing countries; according to the author. He divides the how markets are structured from the
International marketing; dot-com retail market into four segments customer's perspective. Customers
Pharmaceuticals; Pricing; South Africa on the basis of the type of good sold and simply need to get things done, whether
Length: 14p describes the strategies needed to that is fixing their car, staving off
succeed in each. The first segment is boredom, or finding something fun to do
594018 undifferentiated commodity products, with their kids. These situational needs
Title: Filene's Basement such as barrels of oil. Competitive for which customers are looking to "hire"
Author(s): Bell, David E.; Starr, Dinny advantage goes to the low-cost provider products or services go unnoticed during
Publication Date: 08/24/1993 with economies of scale, low overhead, traditional market research and
Revision Date: 04/03/1998 low-cost production, and efficient segmentation. As a result, the true
Product Type: Case (Field) distribution. The second segment, quasi- breadth of competition often goes
Abstract: Filene's Basement is in the commodity products, such as books and unnoticed too. When companies
process of deciding where, and if, to toys, has attracted many dot-com understand what they are up against in
locate two new stores in its new Chicago retailers. First movers can gain the mind of the customer, they can piece
area of operations. The existing Chicago competitive advantage by branding their together the real size of the market in
which they compete. Using examples Year New: 2005 markets must often deal with price
from the fast food industry, furniture differentials and contracts. Suppliers
retailing, the automobile industry, and 502S42 using different types of channels when
health care, and citing a wide variety of Title: Fisher-Price Toys, Inc., Spanish selling in different geographic regions
companies and brands, including FedEx, Version are subject to government intervention
Starbucks, Google, Blackberry, Author(s): Ward, Scott; Diamond, through price controls and tax
TurboTax, and OnStar, this article Steven L. differences.
describes the benefits that executives Publication Date: 08/09/2002 Subjects: Distribution channels;
can reap when they segment their Product Type: LACC Case Distribution planning; Marketing
markets by job (the risk and cost of Abstract: Reviews new product management; Marketing strategy;
innovation is minimized), the methods introduction and pricing decisions for a Product management
that those involved in marketing and new riding toy designed for preschool Length: 8p
product development can use to identify children. Designed to provide
the job-based structure of a market background in buyer behavior, market U9607A
(interviews, surveys, observation, analysis, and corporate strategy. Title: Five Keys to Keeping Your Best
empathic and co-evolution techniques), Geographic Setting: United States Customers
and how the details of business plans Industry Setting: Toy industry Author(s): Billington, Jim
can be made more coherent and Subjects: Consumer behavior; Publication Date: 07/01/1996
focused when innovators understand the Corporate strategy; Market analysis; Product Type: Harvard Management
job to be done. Market research; New product Update Article
Subjects: NO marketing; Pricing strategy; Toy industry Abstract: Recognizing the importance of
SUBJECTS(KEYWORDS) Length: 20p retaining loyal customers, this article
Length: 12p offers five major recommendations for
Year New: 2007 mastering customer retention: 1) identify
572029
Title: Fisher-Price Toys, Inc. core customers; 2) measure key
500043 Author(s): Ward, Scott; Diamond, satisfaction indicators; 3) rigorously
Title: First USA and Internet Marketing Steven L. analyze defections; 4) mass customize
Author(s): Lal, Rajiv; Nelson, Amy H. Publication Date: 10/01/1971 to your core market; and 5) learn to
Publication Date: 03/10/2000 Revision Date: 06/05/1985 address the unspoken needs of your
Revision Date: 01/23/2001 Product Type: Case (Field) customers. Presents specific examples
Product Type: Case (Field) Abstract: Reviews new product of how successful firms are able to
Abstract: Explores First USA's decision introduction and pricing decisions for a leverage this important skill to the benefit
to use the Internet for acquiring riding toy designed for preschool of the business.
customers. Tom Brenner needs to children. Designed to provide Subjects: Customer relations; Customer
decide on the terms of the deals background in buyer behavior, market retention; Customization; Market
demanded by the portals and justify the analysis, and corporate strategy. analysis; Market research; Marketing
recommendations to his boss. Geographic Setting: United States strategy
Geographic Setting: Delaware Industry Setting: Toy industry Length: 4p
Industry Setting: Financial services Subjects: Consumer behavior; List Price: $4.50
Number of Employees: 10,000 Corporate strategy; Market analysis; BESTSELLER
Gross Revenues: $10 billion revenues Market research; New product
Subjects: Credit; Financial services; marketing; Pricing strategy; Toy industry 900009
Marketing strategy Length: 19p Title: Florida Department of Citrus
Length: 20p Supplementary Materials: Teaching Author(s): Goldberg, Ray A.; Knoop,
Note, (579053), 7p, by Scott Ward Carin-Isabel; Pearcy, Ben
SMR019 Publication Date: 11/17/1999
Title: First to Market, First to Fail? Real 77111 Revision Date: 03/16/2000
Causes of Enduring Market Leadership Title: Fit Products and Channels to Your Product Type: Case (Field)
Author(s): Tellis, Gerard J.; Golder, Markets Abstract: The Florida Department of
Peter N. Author(s): Weigand, Robert Citrus (FDOC) is a state agency
Publication Date: 12/01/1996 Publication Date: 01/01/1977 responsible for the welfare of the Florida
Product Type: SMR Article Product Type: Harvard Business citrus industry. This case describes the
Abstract: Managers and entrepreneurs Review Article FDOC's efforts to turn around grapefruit
frequently adhere to the motto of being Abstract: Courts increasingly frown on juice consumption. Using a health
first to market. But the authors have companies' efforts to keep markets message, Dan Santangelo, the FDOC's
discovered that many pioneers fail, while separate. To avoid conflicts and new director, adopted a marketing-driven
most current leaders are not pioneers. problems that can arise along the rather than supply-driven solution to
Using a historical method, the authors channel or in the laws under which a oversupply and falling demand for
try to determine why pioneers fail and business operates, and understanding of grapefruit, .
early leaders succeed. They have found the various possible combinations of Geographic Setting: Florida
that market leaders embody five factors markets, channels, and products is Industry Setting: Fruit juice
critical to success: vision, persistence, essential. Sellers sending their products Subjects: Agribusiness; Beverages;
commitment, innovation, and asset through both captive and independent Consumer marketing; Food processing
leverage. outlets may face the problem of industry; Global Research Group;
Subjects: Leadership; Marketing discrimination during periods of supply Marketing strategy
strategy shortages or a possible "price squeeze". Length: 31p
Length: 13p A company that uses separate channels
to sell the same product to different
508074 594059 Product Type: Case (Field)

Title: Flying J Title: Food Distribution in Russia: The Abstract: Raises powerful issues
Author(s): Deshpande, Rohit; Barley, Harris Group and the LUX Store concerning product warranty policy as a
Lauren Author(s): Bell, David E.; Salmon, strategic marketing variable. Also raises
Publication Date: 04/25/2008 Walter J.; Starr, Dinny several exciting issues concerning the
Product Type: Case (Field) Publication Date: 11/10/1993 role of product policy in competitive
Abstract: The largest retailer of diesel Revision Date: 09/12/1994 battles, product line issues,
fuel in the U.S., Flying J, is rethinking its Product Type: Case (Field) interfunctional coordination issues, and
growth strategy as the economy goes Abstract: Discusses the challenges some ethical issues. Ford Motor Co.,
into a recession. Its major customer facing businesses entering the Russian America's third largest industrial
base, owner-operated truck drivers, are business environment, especially organization, is faced with the question
facing increasing costs of doing focusing on food retailing and of how to respond to a major change in
business. Yet Flying J is considering distribution in that country. Highlights the warranty policy and philosophy of its
whether to increase its price of diesel one small, entrepreneurial company, major competitor--General Motors. Ford
fuel. The Harris Group, which, with the help of executives realize that their decision will
Geographic Setting: United States both Russian partners and the have implications not only for sales,
Industry Setting: Food services SuperValu Corp., has entered the costs, and profitability, but also for
Gross Revenues: $11.4 billion Russian food retailing industry. several departments (such as
Event Year Start: 2008 Geographic Setting: Moscow; United manufacturing, quality assurance, parts
Event Year End: 2008 States and service, and extended service plans)
Subjects: NO Industry Setting: Retail industry and their dealer network.
SUBJECTS(KEYWORDS) Subjects: Consumer marketing; Geographic Setting: United States
Length: 25p Distribution; International marketing; Industry Setting: Automotive industry
Year New: 2008 Marketing strategy; Russia; Company Size: Fortune 500
Supermarkets; Wholesaling Number of Employees: 382,300
C0204E Length: 20p Gross Revenues: $62.7 billion
Title: Focus on the Benefits revenues
Author(s): Sandberg, Kirsten D. 577126 Subjects: Automobiles; Competition;
Publication Date: 04/01/2002 Title: Food Marketing: What Role for Ethics; Product planning & policy
Product Type: Harvard Management Nutrition? Length: 18p
Communication Letter Article Author(s): Austin, James E. Supplementary Materials: Supplement
Abstract: Focus groups are rarely used Publication Date: 02/01/1977 (Field), (589057), 2p, by Melvyn A.J.
effectively, yet they remain one of the Product Type: Note Menezes; Teaching Note, (591036), 25p,
most popular ways to gather information Abstract: Describes the growing role of by Melvyn A.J. Menezes
about a market. To provide actionable nutrition as a factor in food marketing.
information, they have to be done right. Industry Setting: Agribusiness; Food 589057
This article provides tips for getting real industry Title: Ford Motor Co.: The Product
benefits from focus groups. Subjects: Agribusiness; Food; Health; Warranty Program (B)
Accompanying the article is a sidebar, Marketing management Author(s): Menezes, Melvyn A.J.
"Support Communications--And Don't Length: 24p Publication Date: 05/17/1989
Stop at the Top." Revision Date: 06/15/1990
Subjects: Management communication; 583018 Product Type: Supplement (Field)
Market research Title: Food Ranch, Inc. Abstract: Raises some exciting issues
Length: 2p Author(s): Quelch, John A. concerning the role of product warranty
List Price: $4.50 Publication Date: 07/26/1982 as a strategic marketing tool. General
Revision Date: 04/16/1991 Motors, in response to a sharp drop in its
591047 Product Type: Case (Gen Exp) market share, makes a dramatic change
Title: Focusing the Concept of Social Abstract: The director of grocery in its warranty policy. Ford has to decide
Marketing merchandising at Food Ranch, Inc. must how best to respond to this change.
Author(s): Rangan, V. Kasturi; Karim, decide which grocery items to feature in Must be used with: (589001) Ford Motor
Sohel his supermarket chain's weekly Co.: The Product Warranty Program
Publication Date: 05/15/1991 newspaper advertising. (A).
Revision Date: 05/28/1991 Geographic Setting: United States Industry Setting: Automotive industry
Product Type: Note Industry Setting: Food industry; Retail Subjects: Automobiles; Competition;
Abstract: Examines those social industry Ethics; Product planning & policy
marketing situations that pose Subjects: Advertising; Consumer Length: 2p
challenges for adoption of conventional marketing; Merchandising; Supplementary Materials: Teaching
marketing principles. In addition to Supermarkets Note, (591036), 25p, by Melvyn A.J.
discussing how they differ the note Length: 11p Menezes
explores underlying reasons and Supplementary Materials: Teaching
suggests alternate ways of Note, (583056), 9p, by John A. Quelch 903A05
conceptualizing such problems. Title: Ford Windstar
Subjects: Management of change; 589001 Author(s): Fisher, Robert J.; Sharp,
Marketing strategy; Nonprofit marketing; Title: Ford Motor Co.: The Product David J.; Jha, Satish
Social change; Social enterprise Warranty Program (A) Publication Date: 12/02/2003
Length: 16p Author(s): Menezes, Melvyn A.J. Product Type: Case (Field)
Publication Date: 10/05/1988 Publisher: Richard Ivey School of
Revision Date: 05/15/1990 Business/UWO
Abstract: Ford of Canada is a division Abstract: Although the product life cycle Lindsay
of the Ford Motor Co.--one of the "Big (PLC) concept has been the mainstay of Publication Date: 05/06/2008
Three" automobile manufacturers in marketing strategy for many years, its Product Type: HBS Press Chapter
North America. The brand manager of accuracy and empirical basis are both Abstract: This chapter introduces some
the Windstar was concerned that its only questionable. In many cases, products of the social, psychological, physical,
brand in the minivan category would not do not develop along the traditional and neurological bases for the deep
meet its annual sales target. Since the stages. The possible variations are so metaphors that can help managers
Windstar's launch in the early 1990s, it unpredictable that the most effective better understand the hearts and minds
had become one of the largest selling system employs unique information of consumers. May be used with:
auto brands in Canada and was systems for each product. Product class, (4451BC) Undressing the Mind of the
synonymous with safety and family product form, and brand are the three Consumer: Introduction to Deep
travel. During the past few years, the stages of PLC, however, the model has Metaphors; (4452BC) How to Think
popularity of purchasing a Windstar had little validity for brand life cycles. An Deeply: A Brief Guide to Overcoming
declined with a competitive minivan effective model predicts sales drops and Your Depth Deficit; (4454BC) Balance:
market, the recession, quality problems, rises, and it serves as an indicator of the How Justice, Equilibrium, and the
and several product recalls. The brand short-term success of strategy. Market- Interplay of Elements Affect Consumer
manager must create a promotional communication models greatly improve Thinking; (4455BC) Transformation:
strategy that will maintain Windstar sales product life code models because they How Changes in Substance and
and profitability and attempt to maintain quantitatively measure the influences on Circumstances Affect Consumer
the brand image. sales, evaluate different opinions, and Thinking; (4456BC) Journey: How the
Geographic Setting: Canada provide advance warning signals. Meeting of Past, Present, and Future
Industry Setting: Transportation Subjects: Brands; Marketing strategy; Affects Consumer Thinking; (4457BC)
industry Product life cycle; Product management Container: How Inclusion, Exclusion,
Company Size: large Length: 10p and Other Boundaries Affect Consumer
Subjects: Advertising; Automobiles; Thinking; (4458BC) Connection: How
Brand management; Canada; Product 580141 the Need to Relate to Oneself and
management; Transportation Title: Fortress Rubber Co. Others Affects Consumer Thinking;
Length: 25p Author(s): Newton, Derek A.; Mancuso (4459BC) Resource: How Acquisitions
Supplementary Materials: Teaching JR and Their Consequences Affect
Note, (803A05), 7p, by Robert J. Fisher, Publication Date: 05/08/1980 Consumer Thinking; (4460BC) Control:
David J. Sharp, Satish Jha Product Type: Case (Field) How the Sense of Mastery, Vulnerability,
Year New: 2004 Abstract: Describes process of and Well-Being Affects Consumer
psychological assessment in selecting Thinking; (4461BC) Deep Metaphors at
505062 salesmen. Based on Plymouth Rubber Work: A Strategy for Workable
Title: Forecasting the Adoption of a New Co. Wondering--Understanding the Minds of
Product Geographic Setting: Massachusetts Consumers.
Author(s): Ofek, Elie Industry Setting: Rubber industry Subjects: NO
Publication Date: 02/15/2005 Company Size: mid-size SUBJECTS(KEYWORDS)
Revision Date: 05/20/2008 Gross Revenues: $60 million annual Length: 21p
Product Type: Note sales List Price: $6.95
Abstract: Provides tools and Subjects: Personnel management; Year New: 2007
methodologies that allow forecasting Personnel selection; Sales management
demand for innovative new products. Length: 10p 502045
Highlights the Bass model--the theory Title: Four Products: Predicting
behind it and ways to determine its F0405B Diffusion
parameters. Provides a detailed Title: Found in Translation Author(s): Gourville, John T.
example of how to use the Bass model Author(s): Nunes, Paul F.; Dull, Publication Date: 11/15/2001
to forecast demand for satellite radio. Stephen Revision Date: 09/11/2002
Also covers ways to incorporate Publication Date: 05/01/2004 Product Type: Case (Field)
marketing mix variables and competition Product Type: Harvard Business Abstract: One of the critical tasks in the
and explores the impact of these factors Review Article marketing of new innovations is
on the adoption and diffusion of an Abstract: Companies struggling to predicting demand and rates of diffusion
innovation. Finally, illustrates how to rejuvenate tired brands may want to look for those products. Focuses on four
construct forecasts when early sales east. SoBe beverages, Nissan, and innovative products from different
data are available via data-driven others are exploiting Westerners' domains. Although one can speculate on
forecasting models. fascination with products that are--or the scope and rate of diffusion for each
Subjects: Forecasting; Innovation; merely seem--Asian. of these products independently, it's
Marketing mixes; Marketing planning Geographic Setting: Asia helpful to compare and contrast diffusion
Length: 17p Subjects: Asia; Brand management; across these products. Doing so allows
Consumer marketing; Marketing strategy one to focus on the "levers" or product
76104 Length: 1p characteristics that influence product
Title: Forget the Product Life Cycle Year New: 2004 diffusion, making one product a star and
Concept another a dog. Importantly, looking
Author(s): Dhalla, Nariman K.; Yuspeh, across products allows one to pick up on
4453BC
Sonia things that get lost in discussing a single
Title: Foundations of Deep Metaphors:
Publication Date: 01/01/1976 product. May be used with: (505075)
How Managers Benefit from Discovering
Product Type: Harvard Business Note on Innovation Diffusion: Rogers'
Consumer Similarities
Review Article Five Factors.
Author(s): Zaltman, Gerald; Zaltman,
Subjects: Demand analysis; Innovation; analysis; Market segmentation Length: 18p

Market research; Product introduction; Length: 7p
Technology 584083
Length: 9p U9809B Title: Framework for Focusing on Legal
Supplementary Materials: Teaching Title: The Fourfold Path to Figuring Out Aspects of Marketing
Note, (504043), 12p, by John T. What Your Customers Really Want Author(s): Cady, John F.
Gourville Author(s): Billington, Jim Publication Date: 02/22/1984
Publication Date: 09/01/1998 Product Type: Note
506050 Product Type: Harvard Management Abstract: Provides a basis for
Title: Four Products: Predicting Update Article discussing legal aspects of marketing
Diffusion (2006) Abstract: Purchase-intention surveys strategy in an MBA-level marketing
Author(s): Gourville, John T. are frequently used to predict sales of strategy course. Focuses on the
Publication Date: 01/18/2006 new products. But current research elements of the marketing mix and the
Revision Date: 08/22/2006 suggests what many managers have impact of the legal system on marketing
Product Type: Case (Field) long known: all too often, the intent to decisions.
Abstract: One of the critical tasks in the purchase does not translate into an Subjects: Legal aspects of business;
marketing of new innovations is actual purchase. Why are customers so Marketing mixes; Marketing strategy;
predicting demand and rates of diffusion difficult to figure out? Is market research Public policy
for those products. Focuses on four no more reliable than reading tea Length: 28p
innovative products from different leaves? Not exactly. Nimble marketing
domains. Although one can speculate on minds have learned how to glean insight 81A007
the scope and rate of diffusion for each into customer behavior despite the Title: Frank W. Horner Ltd.
of these products independently, it's inherent unpredictability. It requires keen Author(s): Quelch, John A.
helpful to compare and contrast diffusion powers of observation, deep listening, Publication Date: 01/01/1981
across these products. Doing so allows and a nuanced appreciation for the Revision Date: 01/10/1994
one to focus on the "levers" or product various contexts in which customers Product Type: Case (Field)
characteristics that influence product may use products, as well as a Zen-like Publisher: Richard Ivey School of
diffusion, making one product a star and watchfulness. Business/UWO
another a dog. Importantly, looking Subjects: Consumer behavior; Abstract: Mr. Peter McLoughlin,
across products allows one to pick up on Consumer marketing; Market research marketing manager for over-the-counter
things that get lost in discussing a single Length: 3p products at the drug company of Frank
product. List Price: $4.50 W. Horner Ltd. of Montreal, is planning
Subjects: NO his 1978-79 communications strategy for
SUBJECTS(KEYWORDS) CMR209 Fevertest. Described by McLoughlin as
Length: 9p Title: A Framework for Customer "our first real consumer-type promotion,"
Year New: 2006 Relationship Management Fevertest consisted of a thin plastic strip
Author(s): Winer, Russell S. which, when applied to the forehead,
88401 Publication Date: 07/01/2001 indicated whether or not an individual
Title: Four Steps to Forecast Total Product Type: CMR Article had a fever. McLoughlin wondered
Market Demand Publisher: California Management whether he could improve sales by
Author(s): Barnett, F. William Review investing in television advertising, an
Publication Date: 07/01/1988 Abstract: The essence of the approach that had not been used during
Product Type: Harvard Business information technology revolution and, in the initial promotional campaign.
Review Article particular, the World Wide Web is the Geographic Setting: Quebec
Abstract: Forecasting total market opportunity afforded companies to Industry Setting: Chemical industry
demand can be crucial to creating a choose how they interact with their Company Size: mid-size
smart marketing strategy. Some customers. The web allows companies Subjects: Advertising; Canada;
companies--and even whole industries-- to build better relationships with Marketing management;
have learned the hard way that a customers than has been previously Pharmaceuticals
product's historical demand curve possible in the offline world. This Length: 21p
doesn't necessarily predict future revolution in customer relationship
demand. An accurate total market management (CRM) has been referred 502S16
demand forecast can yield clues about to as the new "mantra" of marketing. Title: FreeMarkets OnLine, Spanish
future product performance. Here are However, a problem is that CRM means Version
the four steps to creating one: 1) define different things to different people. This Author(s): Rangan, V. Kasturi
the market, 2) divide total industry article develops a comprehensive CRM Publication Date: 08/08/2002
demand into segments, 3) find out what model incorporating seven phases: Product Type: LACC Case
drives demand in each segment and database creation, analysis of the Abstract: The marketing strategy of an
project how those drivers might change, database, customer selection, customer entrepreneurial start-up engaged in
and 4) assess the risks to the forecast targeting, relationship marketing, privacy electronic purchasing for large
and decide which assumptions are most issues, and new metrics necessary for manufacturers is described. By creating
critical to success. Just going through evaluating the CRM effort. Also an electronic bidding platform, the
this process can help managers better discusses the implications of CRM for company has been able to cut down
understand the real world in which they future marketing organizations. procurement costs by about 15%. The
operate. Subjects: Customer relations; Electronic case question concerns how this
Subjects: Corporate strategy; Demand commerce; Information technology; company should now go to scale.
analysis; Economic analysis; Internet; Marketing information systems; Geographic Setting: United States
Forecasting; Industry analysis; Market Models; World Wide Web Industry Setting: Industrial goods
Company Size: start-up 375397 Advertising media; Fast food industry;

Number of Employees: 35 Title: Fried Chicken in Japan Public relations; Restaurants
Gross Revenues: $2 million revenues Author(s): Tsurumi Y Length: 27p
Subjects: Distribution channels; Publication Date: 06/23/1975
Electronic commerce; Industrial goods; Revision Date: 10/17/1975 906405
Industrial markets; Marketing strategy; Product Type: Case (Library) Title: Friona Industries: Delivering
Purchasing Abstract: Kentucky Fried Chicken is Better Beef
Length: 21p brought to Japan by Mitsubishi Corp. Author(s): Goldberg, Ray A.; Shelman,
American marketing manuals and know- Mary; Knoop, Carin-Isabel
598109 how go through drastic adaptations due Publication Date: 10/24/2005
Title: FreeMarkets OnLine to changes in socio-economic Revision Date: 05/03/2007
Author(s): Rangan, V. Kasturi environment of fast food industry Product Type: Case (Field)
Publication Date: 02/27/1998 between Japan and the U.S. Abstract: CEO James Herring of Friona
Revision Date: 02/26/1999 Geographic Setting: Japan Industries, a leading U.S. cattle feedlot
Product Type: Case (Field) Industry Setting: Fast food industry operator, has a history of leadership in
Abstract: Describes the marketing Company Size: large the highly fragmented and often
strategy of an entrepreneurial start-up Subjects: Cross cultural relations; Fast contentious U.S. beef industry. Friona
engaged in electronic purchasing for food industry; International marketing; has established relationships up and
large manufacturers. By creating an Japan; Marketing mixes; Marketing down the beef production chain to
electronic bidding platform, the company organization provide high-quality, consistently tender
has been able to cut down procurement Length: 19p beef that consumer's value. In 2005,
costs by about 15%. The case question Friona is partnering with Cargill, the
concerns how this company should now 599035 leading U.S. meatpacker, to produce
go to scale. Title: The Friendly Fenway Program: private-label beef products for grocery
Geographic Setting: United States The Value of Experience Enhancement retailers such as Harris Teeter and
Industry Setting: Industrial goods Author(s): Greyser, Stephen A. Safeway. Will the introduction of high-
Company Size: start-up Publication Date: 06/17/1999 quality, reasonably priced beef lead to
Number of Employees: 35 Revision Date: 08/10/2004 higher sales for the retailer and
Gross Revenues: $2 million revenues Product Type: Case (Field) ultimately stronger margins for Friona?
Subjects: Distribution channels; Abstract: The marketing head of the Geographic Setting: United States
Electronic commerce; Industrial goods; Boston Red Sox is reviewing the team's Industry Setting: Agribusiness; Beef
Industrial markets; Marketing strategy; "Friendly Fenway" fan satisfaction industry
Purchasing program. The program is described in Number of Employees: 275
Length: 20p the context of the team's on-the-field Gross Revenues: $400 million
Supplementary Materials: Teaching performance, the ballpark's character, revenues
Note, (599130), 9p, by V. Kasturi and team marketing and fan-building in Event Year Start: 2005
Rangan general. The revenue implications of Event Year End: 2005
BESTSELLER increased customer satisfaction are also Subjects: NO
raised, within the framework of team SUBJECTS(KEYWORDS)
501021 economics. Length: 26p
Title: Freeport Studio Geographic Setting: New England
Author(s): Lal, Rajiv; Weber, James B. Industry Setting: Baseball 582110
Publication Date: 09/05/2000 Subjects: Brand equity; Consumer Title: Frito-Lay, Inc. (A)
Revision Date: 02/14/2007 marketing; Customer relations; Service Author(s): Bonoma, Thomas V.
Product Type: Color Case management; Sports Publication Date: 02/18/1982
Abstract: Describes the start-up and Length: 10p Revision Date: 11/27/1985
first-year difficulties of Freeport Studio, a Product Type: Case (Field)
unit of L.L. Bean, founded in 1998 to sell 577062 Abstract: The president, executive vice
women's clothing by catalog. First-year Title: Friendly Ice Cream Corp.: president, and vice president of
sales were far below plan, and projected Advertising Strategy for New England marketing and sales give differing
profits did not materialize. Fran Philip Author(s): Buzzell, Robert D.; Hanson accounts of what makes Frito-Lay, Inc.
must identify the problems and plan KS (FLI) excel at marketing. Overviews the
what must be done to make the unit Publication Date: 11/01/1976 snack industry, FLI's position in it, and
profitable by year two. Includes color Revision Date: 08/23/1984 the company's market methods.
exhibits. Product Type: Case (Field) Concludes with a day in the truck with an
Geographic Setting: Freeport, ME Abstract: The director of marketing, FLI driver-salesperson. The (A) case
Industry Setting: Catalog industry; Chuck Porter-Shirley, proposes may be used alone as an inquiry into
Retail industry extension of a Friendly Ice Cream marketing excellence, or it may be
Number of Employees: 4,000 Corp.'s advertising campaign. The ad taught as the first case in the Frito-Lay
Gross Revenues: $1 billion revenues campaign had been used in new series (C) and (D).
Subjects: Demand analysis; Direct Friendly markets successfully and Geographic Setting: Dallas, TX
marketing; Growth strategy; Market Porter-Shirley was suggesting it be Industry Setting: Snack food industry
research; Marketing strategy; Retailing extended to Friendly's oldest and best- Gross Revenues: $1.3 billion sales
Length: 27p established market, New England. Subjects: Food; Industry analysis;
Supplementary Materials: Teaching Geographic Setting: New England Management philosophy; Marketing
Note, (502087), 9p, by Rajiv Lal Industry Setting: Restaurant industry implementation
Gross Revenues: $154 million sales Length: 24p
Subjects: Advertising campaigns; Supplementary Materials: Teaching
Note, (583136), 18p, by Thomas V. extremely encouraging; market share Author(s): Kumar, Nirmalya
Bonoma; Teaching Note, (591087), 12p, was 50% higher than management had Publication Date: 04/01/2004
by Frank V. Cespedes projected. Although the results of the Product Type: HBS Press Chapter
Northwest region test were not as Abstract: This chapter describes how
582111 positive, they seemed to justify global retailers often account for more
Title: Frito-Lay, Inc. (C) continuing the rollout. In light of these than half of a supplier's business, giving
Author(s): Bonoma, Thomas V. conflicting test figures and the previously these retailers tremendous negotiating
Publication Date: 02/24/1982 less than satisfactory performance of clout over suppliers and prices. As more
Revision Date: 07/31/1982 Grandma's in single-serve packages, Mr. and more distribution channels
Product Type: Case (Field) Treece wonders how he can change the consolidate worldwide, manufacturers
Abstract: Concerns the preliminary rollout specifics to better ensure the must develop global retailing and
rollout of Grandma's Cookies and Snack success of the new packaged distribution channels, allowing suppliers
Bars. This is FLI's $20 million gamble to Grandma's line. to get the best stock worldwide at the
play its distribution strengths into a $100 Geographic Setting: Kansas City, KS best prices and better serving their
million sweet snack franchise. The initial Industry Setting: Snack food industry customers and themselves. May be used
data show some preliminary problems Company Size: Fortune 500 with: (253XBC) From Marketing as a
with the supermarket placements of Gross Revenues: $1.9 billion sales Function to Marketing as a
Grandma's. The decision issue is Subjects: Brands; Consumer marketing; Transformational Engine; (2548BC) The
whether and how to modify the rollout in Food; Marketing implementation; New Marketing Mix; (2661BC) From Market
a new FLI zone. product marketing; Test markets Segments to Strategic Segments;
Geographic Setting: Dallas, TX Length: 26p (267XBC) From Brand Acquisitions to
Industry Setting: Snack food industry Supplementary Materials: Teaching Brand Rationalization; (2688BC) From
Gross Revenues: $1.3 billion sales Note, (585160), 11p, by Thomas V. Declining to Growing Distribution
Subjects: Distribution planning; Food; Bonoma, Shirley M. Spence Channels; (270XBC) Managing
Marketing implementation; Marketing Customer Acquisitions; (2718BC)
planning; New product marketing 267XBC Managing Customer Retention;
Length: 22p Title: From Brand Acquisitions to Brand (2726BC) Enhancing Customer Equity
Supplementary Materials: Supplement Rationalization Through Add-On Selling.
(Field), (582112), 2p, by Thomas V. Author(s): Kumar, Nirmalya Subjects: NO
Bonoma; Teaching Note, (583137), 18p, Publication Date: 04/01/2004 SUBJECTS(KEYWORDS)
by Thomas V. Bonoma Product Type: HBS Press Chapter Length: 36p
Abstract: Of all the tangible assets that List Price: $6.95
a company owns, brands are perhaps Year New: 2005
582112
Title: Frito-Lay, Inc. (D) the most prized. The first step to
Author(s): Bonoma, Thomas V. leveraging these assets fully is to assess 2688BC
Publication Date: 02/24/1982 the brand portfolio. This chapter Title: From Declining to Growing
Revision Date: 07/31/1982 provides methods of removing marketing Distribution Channels
Product Type: Supplement (Field) support for marginal brands, trimming Author(s): Kumar, Nirmalya
Abstract: Gives three months' additional the supply chain, purging unprofitable Publication Date: 04/01/2004
placement data from the test zones for products, and reducing organizational Product Type: HBS Press Chapter
the students' consideration. Intended to complexity and redundancy. Only then Abstract: Seeking relief from declining
be given out just after they make up their will disproportionate investments of distribution networks, senior executives
minds on Frito-Lay, Inc. (C). Must be resources, talent, and innovation in the cannot overlook innovative channels that
used with: (582111) Frito-Lay, Inc. (C). surviving brands deliver top-line growth. reach new market segments while
Industry Setting: Food industry May be used with: (253XBC) From significantly cutting costs. But rather than
Subjects: Distribution planning; Food; Marketing as a Function to Marketing as haphazardly reacting to new channels,
Marketing implementation; Marketing a Transformational Engine; (2548BC) Kumar argues in this chapter that CEOs
planning; New product marketing The Marketing Mix; (2661BC) From should evaluate their own distribution
Length: 2p Market Segments to Strategic models to be proactive in setting the new
Supplementary Materials: Teaching Segments; (270XBC) Managing competitive standards. Channel
Note, (583137), 18p, by Thomas V. Customer Acquisitions; (2718BC) migration strategies are included to help
Bonoma Managing Customer Retention; executives exploit current innovations
(2726BC) Enhancing Customer Equity while developing new ones. May be
Through Add-On Selling; (2750BC) used with: (253XBC) From Marketing as
584043
Market Research: Listen and Learn; a Function to Marketing as a
Title: Frito-Lay, Inc.: Grandma's
(2688BC) From Declining to Growing Transformational Engine; (2548BC) The
"Ready-to-Eat" Cookies
Distribution Channels; (2696BC) From Marketing Mix; (2661BC) From Market
Author(s): Bonoma, Thomas V.;
Branded Bulldozers to Global Segments to Strategic Segments;
Carlson, Karen A.; Kane, Margaret L.
Distribution Partners. (267XBC) From Brand Acquisitions to
Subjects: NO Brand Rationalization; (2696BC) From
SUBJECTS(KEYWORDS) Branded Bulldozers to Global
Length: 34p Distribution Partners; (270XBC)
Abstract: Mr. Kenneth Treece,
List Price: $6.95 Managing Customer Acquisitions;
marketing director of Frito-Lay's
Year New: 2005 (2718BC) Managing Customer
Grandma's (R) Cookie division has
Retention; (2726BC) Enhancing
received the final test market figures for
2696BC Customer Equity Through Add-On
the new supermarket line of Grandma's
Title: From Branded Bulldozers to Selling.
Ready-To-Eat cookies. One set of data,
Global Distribution Partners Subjects: NO
the Kansas City test results, was
SUBJECTS(KEYWORDS) Author(s): Kumar, Nirmalya Product Type: Case (Field)

Length: 32p Publication Date: 04/01/2004 Abstract: Management has to decide
List Price: $6.95 Product Type: HBS Press Chapter what action to take for a new audio tape
Year New: 2005 Abstract: This chapter emphasizes that cassette. Potentially, the new product
although the marketing function in could not only significantly improve the
F00204 organizations has declined, the need for company's competitive position in the
Title: From Managing Pills to Managing marketing has never been greater. tape cassette market, but also
Brands However, to rescue themselves from the cannibalize sales of its existing cassette
Author(s): Corstjens, Marcel; corporate obscurity that comes from products. Management has to decide
Carpenter, Marie responsibility for implementing tactics-- how best to position the new product in
Publication Date: 03/01/2000 the traditional "four Ps" of product, place, terms of price. The decision is
Product Type: Harvard Business price, and promotion--marketers must complicated by the fact that prices for
Review Article start driving overall strategic change. different lengths of tape have to be
Abstract: Data show that the top-selling They must help CEOs lead determined and that competitive lead
drugs today are not the products of organizationwide transformational time is expected to be no longer than
breakthrough science. That's why drug initiatives that deliver substantial one year.
companies need to learn the lessons of revenue growth and increased Geographic Setting: Japan
marketing that consumer-goods profitability. May be used with: Industry Setting: Electronics industry
manufacturers know so well. (2548BC) The Marketing Mix; (2661BC) Company Size: large
Industry Setting: Pharmaceutical From Market Segments to Strategic Gross Revenues: $500 million sales
industry Segments; (270XBC) Managing Subjects: Diversification; Entertainment
Subjects: Brand management; Customer Acquisitions; (2718BC) industry; Japan; Marketing strategy;
Consumer marketing; Pharmaceuticals Managing Customer Retention; Pricing; Product introduction; Product
industry (2726BC) Enhancing Customer Equity lines
Length: 2p Through Add-On Selling; (2750BC) Length: 16p
Market Research: Listen and Learn;
(2688BC) From Declining to Growing 587122
2661BC
Distribution Channels; (267XBC) From Title: Functional Integration: Getting All
Title: From Market Segments to
Brand Acquisitions to Brand the Troops to Work Together
Strategic Segments
Rationalization; (2696BC) From Author(s): Shapiro, Benson P.
Author(s): Kumar, Nirmalya
Branded Bulldozers to Global Publication Date: 03/26/1987
Distribution Partners. Revision Date: 11/09/1989
Product Type: HBS Press Chapter
Subjects: NO Product Type: Note
Abstract: After mastering the "four Ps"
SUBJECTS(KEYWORDS) Abstract: Explains the need for
that help marketers identify and target
Length: 30p functional integration and the four ways
market segments, the next step is
List Price: $6.95 to obtain it. A bibliography is provided.
building the value network--the cross-
Year New: 2005 The note is managerial rather than
functional orchestration of activities that
use the firm's individual competences, scholarly in tone.
processes, and assets to increase profit 77605 Subjects: Careers & career planning;
margin. This chapter proposes a "three Title: From Sales Obsession to Conflict; Corporate culture;
Vs" approach--valued customer, value Marketing Effectiveness Interdepartmental relations;
proposition, and value network--to help Author(s): Kotler, Philip Organizational structure
firms realize organizationwide strengths Publication Date: 11/01/1977 Length: 14p
that better leverage products and Product Type: Harvard Business
services. May be used with: (253XBC) Review Article 86613
From Marketing as a Function to Abstract: U.S. companies confuse Title: Fund-Raising Lessons from High-
Marketing as a Transformational Engine; marketing effectiveness with sales Tech Marketing
(2548BC) The Marketing Mix; (267XBC) effectiveness. Executives determine Author(s): Riggs, Henry E.
From Brand Acquisitions to Brand whether an organization understands Publication Date: 11/01/1986
Rationalization; (270XBC) Managing and practices marketing by conducting a Product Type: Harvard Business
Customer Acquisitions; (2718BC) marketing effectiveness audit. The audit Review Article
Managing Customer Retention; rates marketing effectiveness in each of Abstract: The needs of the institution
(2726BC) Enhancing Customer Equity five major functions: customer come first in fund raising, but it is also
Through Add-On Selling; (2750BC) philosophy, integrated marketing important to understand the reasons why
Market Research: Listen and Learn; organization, adequate marketing people give. This dual consideration can
(2688BC) From Declining to Growing information, strategic orientation, and be compared with what one might
Distribution Channels; (2696BC) From operational efficiency. The resulting encounter at a high-tech company.
Branded Bulldozers to Global score tells where the organization falls There the "product" is a blend of the
Distribution Partners. on a scale ranging from no marketing perceived wants of the market (the
Subjects: NO effectiveness to superior effectiveness. outside) with the creations of the
SUBJECTS(KEYWORDS) Subjects: Marketing management; company's engineers and technicians
Length: 32p Sales management (the inside). The fund raiser, in this
List Price: $6.95 Length: 8p sense, orchestrates on behalf of the
Year New: 2005 organization exterior and interior factors.
576214 Subjects: High technology products;
253XBC Title: Fuji Photo Film Co. Ltd. Marketing strategy; Nonprofit
Title: From Marketing as a Function to Author(s): Wiechmann, Ulrich E. organizations
Marketing as a Transformational Engine Publication Date: 05/03/1976
Length: 3p artifact around which compelling Note, (504006), 13p, by John T.

individual experiences are created. As a Gourville
HKU705 result, the focus of innovation will shift
Title: Future of Avon's China: Direct from products and services to 96607
Sales, Retail Sales or Both experience environments that individuals Title: The Future of Interactive
Author(s): Li, Dongya; Tao, Zhigang; can interact with to co-construct their Marketing
Chan, Isabella own experiences. These personalized Author(s): Editors
Publication Date: 05/26/2007 co-creation experiences are the source Publication Date: 11/01/1996
Product Type: Case (Field) of unique value for consumers and Product Type: Harvard Business
Publisher: University of Hong Kong companies alike. In this emerging Review Article
Abstract: On 9 April 2005, the leading opportunity space, companies must build Abstract: Is interactivity the greatest
global direct-sales cosmetics company, new strategic capital--a new theory on marketing opportunity of all time? Or
Avon, gained exclusive rights from the how to compete. This book presents a does it represent 101 ways to lose
Chinese government to test the direct- detailed view of the new functional, money? If it is an opportunity, how will it
selling model in China. This provided organizational, infrastructure, and manifest itself? What will interactive
Avon a rare opportunity to expand its governance capabilities that will be marketing look like, and what will it mean
business, especially given that the required for competing on experiences for customers and for companies? Those
demand for cosmetics in China had and co-creating unique value. C. K. were some of the questions explored in
skyrocketed in the past decades. Since Prahalad is the Harvey C. Fruehauf May 1996 at the Harvard Business
China banned the direct sales model in Professor of Business Administration at School Conference on the Future of
1998, Avon had successfully adopted the University of Michigan Business Interactive Marketing. HBR's
the traditional sales model of boutique School and co-author of the landmark Perspectives, introduced by conference
and counter stores. Although the direct best seller, Competing for the Future. chairman John Deighton, capture some
sales model had worked well for Avon in His research, for over twenty years, has of the highlights of the discussions.
almost all other markets in the world, the consistently focused on "next" practices. Commentator Martin Levin of Microsoft
traditional sales model had proved to be Venkat Ramaswamy is the Michael R. Corp., for example, stresses the
very successful in China. How should and Mary Kay Hallman Fellow of importance of making sure a company's
Avon exploit this opportunity of direct Electronic Business and Professor of use of the Web is appropriate; Patrick
selling in China? Marketing at the University of Michigan Barwise of London Business School
Geographic Setting: China Business School. His research focuses discusses security issues; Stephen
Industry Setting: Retail industry on new frontiers in co-creating value. Haeckel of IBM's Advanced Business
Subjects: NO Subjects: Competitive decision making; Institute notes that surprises are
SUBJECTS(KEYWORDS) Consumer behavior; Consumer fundamental to progress in exploiting
Length: 12p marketing; Customer relations; Market interactive technology; Richard Tedlow
Supplementary Materials: Teaching research; Marketing strategy; Product of the Harvard Business School takes a
Note, (HKU706), 8p, by Dongya Li, development; Values skeptical stance with regard to the often
Zhigang Tao, Isabella Chan Length: 272p dazzling claims made for high-tech
Year New: 2007 List Price: $39.95 interactivity. Eight other commentators
NEW from the busness world, academia, and
9535 government also offer insights.
Title: The Future of Competition: Co- 502025 Subjects: Market segmentation;
Creating Unique Value with Customers Title: The Future of Hybrid Electric Marketing implementation; Marketing
Author(s): Prahalad, C. K.; Vehicles management; Marketing planning;
Ramaswamy, Venkatram Author(s): Gourville, John T.; Lane, Marketing strategy
Publication Date: 12/15/2003 David; Tzou, Alice Length: 13p
Product Type: HBS Press Book Publication Date: 02/01/2002
Abstract: In this visionary book, C. K. Revision Date: 04/16/2002 592017
Prahalad and Venkat Ramaswamy Product Type: Case (Library) Title: G. Heileman Brewing Co. (A):
explore why, despite unbounded Abstract: Set in 2002, this case looks at Power Failure at PowerMaster
opportunities for innovation, companies the potential for hybrid electric vehicles Author(s): Greyser, Stephen A.; Schille,
still can't satisfy customers and sustain in the United States. Looks at the Wendy
profitable growth. The explanation for pressures on the automotive industry to Publication Date: 09/01/1991
this apparent paradox lies in recognizing produce a commercially viable, Revision Date: 12/11/1991
the structural changes brought about by environmentally friendly vehicle and the Product Type: Case (Library)
the convergence of industries and consumer behavior surrounding Abstract: In June 1991, Heileman
technologies; ubiquitous connectivity purchase of those vehicles. Traces announced plans to introduce a high-
and globalization; and, as a efforts over the years to produce electric alcohol malt liquor under the name
consequence, the evolving role of the vehicles, hybrid electric vehicles, and PowerMaster (PM). Although the
consumer from passive recipient to fuel-cell vehicles. Presents the questions company claimed PM would be
active co-creator of value. Managers of whether and why hybrid electric positioned as an upscale product and
need a new framework for value vehicles will succeed where other marketed on the basis of its superior
creation. Increasingly, individual alternative-fuel vehicles have failed. taste, minority advocates and alcohol
customers interact with a network of Geographic Setting: United States foes quickly assailed the company for
firms and consumer communities to co- Industry Setting: Automotive industry targeting lower-income, inner-city black
create value. No longer can firms Subjects: Automobiles; Innovation; consumers. In the wake of protests, the
autonomously create value. Neither is Marketing strategy Bureau of Alcohol, Tobacco, and
value embedded in products and Length: 23p Firearms (BATF), which had previously
services per se. Products are but an Supplementary Materials: Teaching approved the PM product, initiated a
review of PM and several other high- Length: 6p and coupon. May be used with:
alcohol malt liquor products that BATF Supplementary Materials: Teaching (585010) G.D. Searle & Co.: Equal Low-
considered to be in violation of federal Note, (596037), 5p, by Mary Gentile Calorie Sweetener (A); (585011) G.D.
law prohibiting brewers from stating or Searle & Co.: Equal Low-Calorie
even implying the alcohol content of their 585010 Sweetener (B).
products. Shortly after, BATF requested Title: G.D. Searle & Co.: Equal Low- Geographic Setting: Chicago, IL
that Heileman remove the word "power" Calorie Sweetener (A) Industry Setting: Consumer products
from PM's label. Heileman cancelled Author(s): Clarke, Darrel G. Company Size: large
plans to launch the product. The case Publication Date: 11/08/1984 Subjects: Advertising; Consumer
encompasses both target marketing and Product Type: Case (Field) behavior; Economic analysis; Food;
ethical issues. Illustrates a problem Abstract: Equal low calorie sweetener Market research; Pricing
faced by many American brewers: How was held up eight years awaiting FDA Length: 21p
can these companies increase beer approval. When finally approved it had a
sales in a slow-growing, increasingly great cost disadvantage over existing 505030
saturated market, which is completely competition. Pricing and advertising Title: G.I. JOE: Marketing an Icon
dominated by the Anheuser-Busch policy and the source of business were Author(s): McGovern, Gail
companies? critical issues in planning the Publication Date: 09/20/2004
Geographic Setting: United States introduction. A BehaviorScan test was Revision Date: 03/08/2007
Industry Setting: Beer begun to obtain this information. Five Product Type: Color Case
Company Size: large months into the twelve-month test the Abstract: In the winter of 2003, Billy
Subjects: Advertising; Beverages; product manager wants to introduce the Lagor, the Hasbro toy company's brand
Consumer marketing; Diversity; Ethics; product. May be used with: (585011) manager for G.I. JOE, faced a set of
Regulated industries G.D. Searle & Co.: Equal Low-Calorie decisions that would ultimately
Length: 12p Sweetener (B); (586023) G.D. Searle & determine the 2004 marketing plan for
Supplementary Materials: Supplement Co.: Equal Low-Calorie Sweetener (C). the G.I. JOE brand. Under consideration
(Library), (592018), 3p, by Stephen A. Geographic Setting: Chicago, IL were three different ways to market the
Greyser, Wendy Schille; Supplement Industry Setting: Food industry military action figure: use traditional
(Library), (592049), 6p, by Stephen A. Subjects: Advertising; Consumer media: supplement traditional media
Greyser, Wendy Schille; Teaching Note, behavior; Economic analysis; Food; New with a short, animated DVD; or rely
(596037), 5p, by Mary Gentile product marketing; Pricing; Test markets entirely on nontraditional marketing. In
Length: 23p evaluating these options, Lagor grappled
592018 with a more basic question: What is the
Title: G. Heileman Brewing Co. (B): 585011 nature of the G.I. JOE and Hasbro
The "Nightline" Decision Title: G.D. Searle & Co.: Equal Low- brands? Should he market G.I. JOE as a
Author(s): Greyser, Stephen A.; Schille, Calorie Sweetener (B) short-term fad or as a marquee property
Wendy Author(s): Clarke, Darrel G. akin to the Barbie franchise? Includes
Publication Date: 11/05/1991 Publication Date: 11/08/1984 color exhibits.
Product Type: Supplement (Library) Product Type: Case (Field) Geographic Setting: Providence, RI
Abstract: Supplements the (A) case. Abstract: Twelve months into the Industry Setting: Toy industry
Must be used with: (592017) G. BehaviorScan test, Equal has been Subjects: Brand management; Brands;
Heileman Brewing Co. (A): Power introduced nationwide. Pricing policy can Marketing strategy; Product life cycle;
Failure at PowerMaster. still be adapted. Advertising still shows Product positioning; Toy industry
Industry Setting: Advertising industry; no measurable effect on Equal's sales. Length: 21p
Regulated industries How should the marketing policy be Supplementary Materials: Teaching
Subjects: Advertising; Beverages; adjusted? Should the BehaviorScan test Note, (506012), 15p, by Gail McGovern
Consumer marketing; Diversity; Ethics; be extended? May be used with:
Regulated industries (585010) G.D. Searle & Co.: Equal 582045
Length: 3p Low-Calorie Sweetener (A); (586023) Title: GCC Beverages, Inc.
Supplementary Materials: Teaching G.D. Searle & Co.: Equal Low-Calorie Author(s): Goldberg, Ray A.; Coyman D
Note, (596037), 5p, by Mary Gentile Sweetener (C). Publication Date: 09/01/1981
Geographic Setting: Chicago, IL Revision Date: 02/11/1982
592049 Industry Setting: Food industry Product Type: Case (Field)
Title: G. Heileman Brewing Co. (C): Subjects: Advertising; Consumer Abstract: Evaluates three proposals for
Public Controversy Over PowerMaster behavior; Economic analysis; Food; New long-term sourcing of high fructose corn
Author(s): Greyser, Stephen A.; Schille, product marketing; Pricing; Test markets sweetener. Objectives are to show: role
Wendy Length: 26p of contracts in lessening uncertainty of
Publication Date: 11/05/1991 price in a volatile market; influences on
Product Type: Supplement (Library) 586023 pricing of corn and sugar; and how to
Abstract: Supplements the (A) case. Title: G.D. Searle & Co.: Equal Low- measure different contracts.
Designed as an in-class handout. Must Calorie Sweetener (C) Geographic Setting: Massachusetts
be used with: (592017) G. Heileman Author(s): Clarke, Darrel G. Industry Setting: Bottling & distribution
Brewing Co. (A): Power Failure at Publication Date: 07/23/1985 industry
PowerMaster. Product Type: Case (Field) Gross Revenues: $400 million
Industry Setting: Advertising industry; Abstract: Discusses an extension of the revenues
Regulated industries BehaviorScan test described in the (A) Subjects: Beverages; Contracts; Pricing
Subjects: Advertising; Beverages; and (B) cases of the same name. The Length: 30p
Consumer marketing; Diversity; Ethics; focus of the additional testing is on
Regulated industries promotion response--display, feature,
189118 Subjects: NO Subjects: NO

Title: GI Wars: Tums vs. Rolaids-- SUBJECTS(KEYWORDS) SUBJECTS(KEYWORDS)
Positioning Over-the-Counter Drugs Length: 22p Length: 24p
Author(s): Herzlinger, Regina E.; List Price: $6.95
Benedict, Richard L. HKU615
Publication Date: 03/27/1989 Title: GOME Electrical Appliances 605072
Revision Date: 08/08/1989 Holding Limited: The "Tuangou" Title: Gallardo's Goes to Mexico
Product Type: Case (Field) Challenge Author(s): Christensen, Clayton M.
Abstract: Warner-Lambert's brand Author(s): Yen, Benjamin; Lee, Andrew Publication Date: 05/20/2005
Rolaids is under increasing competition Publication Date: 12/08/2006 Revision Date: 09/27/2005
both from its long-standing rival Tums Product Type: Case (Field) Product Type: Case (Gen Exp)
and from drugs which may move from Publisher: University of Hong Kong Abstract: The theories of market
prescription-only status to the over-the- Abstract: GOME, founded by Wong segmentation and brand building in
counter market. The case reviews the Kwongyu, had grown from merely a 100- Chapter 3, What Products Will
brand strategies for both Tums and square-metre store in Beijing in 1987 to Customers Want to Buy? in The
Rolaids, indicates other and potential the industry leader in electrical and Innovator's Solution by Clayton
consumer antacids, and generally home appliance retailing in China, with Christensen and Michael Raynor
reviews recent changes in FDA and 259 traditional stores and 4 digital stores suggest that when companies segment
consumer attitudes on drugs. Designed by 2006. Its success stemmed from its markets and build brands in ways that
both to challenge the student to plot a low-margin, high-volume strategy, which match how the customer sees the
strategy for the Rolaids brand and to was complemented by its striving for market--customers hire products to get
consider the issues involved in selling service quality and innovation. In 2006, jobs done--their success rate in
drugs directly to consumers. GOME faced the new challenge of innovation increases. Gallardo's is a
Geographic Setting: New York, NY tuangou, or group purchase. In order to privately held firm whose products--
Industry Setting: Consumer products; amass bargaining power to demand salsas, sauces, and seasonings for Latin
Pharmaceutical industry discounts from retailers, consumers with American dishes--were sold primarily in
Company Size: Fortune 500 similar needs in China united through the southwestern United States. When
Gross Revenues: $3.5 billion sales the Internet and showed up en masse at the company had saturated that
Subjects: Competition; Marketing retailers at pre-arranged times and geographical market, its CEO decided to
strategy; Pharmaceuticals; Product dates. They would put relentless invade Mexico. Describes how
management pressure on retailers and would press for Gallardo's marketers learned what jobs
Length: 20p greater discounts. This emerging Mexican housewives hired these
consumer behavior had spread like products to do. Shows how the company
509004 wildfire in China and retailers had used these market insights to segment
Title: GLOBALGAP: Food Safety and different reactions. Some yielded to the the market along different lines than its
Private Standards pressure and offered greater discounts, competitors. Gallardo's products and
Author(s): Bell, David E.; Shelman, some only entertained tuangou that had advertisements ended up spurring
Mary been pre-arranged and/or pre- significant growth in the market, but most
Publication Date: 01/05/2009 registered, while others refused to give of the growth was captured by its
Product Type: Case (Field) in and maintained a fixed-price policy. It primary competitor. What went wrong?
Abstract: In response to new laws was up to GOME to determine how best Were Gallardo's branding and
governing liability and several food it could deal with this new phenomenon. segmentation strategies consistent with
safety scares in the 1990s, European Geographic Setting: China the jobs-to-be-done model? Does the
retailers drove the creation of a universal Industry Setting: Retail & wholesale company have the chance to relaunch its
production standard based on Good Subjects: NO products more successfully?
Agricultural Practices (GAP) for fresh SUBJECTS(KEYWORDS) Geographic Setting: Mexico; United
fruit and vegetables and a third-party Length: 13p States
certification system to monitor Supplementary Materials: Teaching Industry Setting: Food industry
compliance. By 2008, the GLOBALGAP Note, (HKU616), 7p, by Benjamin Yen, Gross Revenues: $200 million
standard had expanded to cover coffee, Andrew Lee revenues
tea, livestock, and aquaculture. Over Year New: 2006 Subjects: NO
90,000 producers in 87 countries had SUBJECTS(KEYWORDS)
been certified. Looking ahead, 6281BC Length: 17p
GLOBALGAP's board and management Title: Gain Credibility and Buy-In: CMO Year New: 2005
were discussing a number of questions, Strategies for Facilitating Silo
including: should GAP include Cooperation 502S29
environmental and social aspects Author(s): Aaker, David Title: Gallo Rice, Spanish Version
beyond food safety; what was Publication Date: 10/21/2008 Author(s): Quelch, John A.; Laidler,
GLOBALGAP's role outside of Europe; Product Type: HBS Press Chapter Nathalie
and how GLOBALGAP as a 'hidden Abstract: Credibility is the key to CMO Publication Date: 08/09/2002
asset' compared to ethical labels such success at breaking down silo barriers Product Type: LACC Case
as Fair trade. and fostering cooperation and synergy. Abstract: Describes a company
Industry Setting: Agribusiness; Without mutual respect, without an marketing branded rice products to three
Agriculture industry; Food supply atmosphere where silos include or seek different countries--Italy, Argentina, and
industry; Forestry, fishing & hunting out the CMO's team, progress on cross- Poland. Explores the differences and
Number of Employees: 10 silo issues will be slow. This chapter similarities between the countries in
Event Year Start: 2008 introduces five routes to gaining terms of consumers, competition,
Event Year End: 2008 credibility and buy-in for initiatives. products, and margins. Teaching
Purpose: Analysis of three different Abstract: Explores the circumstances Geographic Setting: Portland, OR
markets and transferability from different under which a specialty store chain can Industry Setting: Consumer products;
geographic markets of marketing mix profitably engage in large-scale non- Food & beverage industries; Frozen food
variables. price advertising. industry
Geographic Setting: Italy; Argentina; Geographic Setting: San Francisco, CA Number of Employees: 70
Poland Industry Setting: Retail industry Subjects: Advertising; Advertising
Industry Setting: Agribusiness Company Size: large campaigns; Advertising media;
Subjects: Agribusiness; Brands; Gross Revenues: $2.5 billion revenues Advertising strategy; Brand
International marketing; Product lines Subjects: Advertising; Clothing; management; Business history;
Length: 34p Retailing Consumer goods; Entrepreneurship;
Length: 34p Food; Growth strategy; Marketing
593018 strategy
Title: Gallo Rice 593043 Length: 21p
Author(s): Quelch, John A.; Laidler, Title: The Gap, Inc.: Building a Brand Year New: 2004
Nathalie Author(s): Salmon, Walter J.; Wylie,
Publication Date: 03/15/1993 David M305B
Revision Date: 01/06/1998 Publication Date: 10/13/1992 Title: Gardenburger Advertising Strategy
Product Type: Case (Field) Revision Date: 07/17/2001 (B)
Abstract: Describes a company Product Type: Case (Library) Author(s): Grier, Sonya; Chang, Victoria
marketing branded rice products to three Abstract: Explores the circumstances Publication Date: 04/22/2003
different countries--Italy, Argentina, and under which a specialty store chain can Product Type: Case (Field)
Poland. Explores the differences and profitably engage in large-scale non- Publisher: Stanford University
similarities between the countries in price advertising. Abstract: In 1997, Lyle Hubbard, CEO
terms of consumers, competition, Geographic Setting: San Francisco, CA of Gardenburger, a producer and
products, and margins. Industry Setting: Retail industry marketer of veggie burgers and meat
Geographic Setting: Italy; Argentina; Company Size: large alternative products, had called together
Poland Gross Revenues: $2.5 billion revenues his executive team to discuss
Industry Setting: Agribusiness Subjects: Advertising; Clothing; Gardenburger's advertising strategy,
Subjects: Agribusiness; Brands; Retailing which until then had consisted mainly of
International marketing; Product lines Length: 34p print ads in food service trade
Length: 31p Supplementary Materials: Teaching publications, trade shows, off-invoice
Supplementary Materials: Teaching Note, (594040), 8p, by David E. Bell promotions with distributors, in-store
Note, (594096), 7p, by John A. Quelch sampling, and radio advertising. When
M305A Hubbard arrived at Gardenburger, he
577088 Title: Gardenburger Advertising Strategy had wanted to create a rapidly growing,
Title: Gant Shirtmakers (A) highly profitable company by taking
Author(s): Greyser, Stephen A.; Young, Author(s): Grier, Sonya; Chang, Victoria veggie burgers from a small health food
Robert F. Publication Date: 04/22/2003 niche to the consumer mainstream. He
Publication Date: 01/04/1977 Product Type: Case (Field) believed that key to achieving this
Revision Date: 11/17/1982 Publisher: Stanford University strategy was establishing national
Product Type: Case (Field) Abstract: In 1997, Lyle Hubbard, CEO distribution in the largest channel, the
Abstract: A national branded apparel of Gardenburger, a producer and grocery channel (which Gardenburger
manufacturer is concerned over the marketer of veggie burgers and meat had only penetrated 30% by the
allocation of its total promotion budget alternative products, had called together beginning of 1996); innovating with
between national media advertising and his executive team to discuss flavor variety (but generally focusing on
trade promotion. A specific decision Gardenburger's advertising strategy, the veggie patty vs. expanding into other
must be made regarding cooperative which until then had consisted mainly of meat alternatives); and creating broad
advertising dollars. A secondary issue is print ads in food service trade consumer awareness and trial. May be
the use of the Gant brand name to publications, trade shows, off-invoice used with: (M305A) Gardenburger
merchandise boys' wear and a new line promotions with distributors, in-store Advertising Strategy (A).
of ladies' sportswear. sampling, and radio advertising. When Industry Setting: Advertising industry;
Geographic Setting: New York, NY Hubbard arrived at Gardenburger, he Consumer products; Food industry
Industry Setting: Apparel industry had wanted to create a rapidly growing, Subjects: Advertising; Advertising
Company Size: small highly profitable company by taking campaigns; Advertising media;
Gross Revenues: $27 million sales veggie burgers from a small health food Advertising strategy; Brand
Subjects: Advertising; Brands; Clothing; niche to the consumer mainstream. He management; Business history;
Marketing strategy; Retailing; Sales believed that key to achieving this Consumer goods; Entrepreneurship;
promotions strategy was establishing national Food; Growth strategy; Marketing
Length: 28p distribution in the largest channel, the strategy
grocery channel (which Gardenburger Length: 26p
had only penetrated 30% by the Year New: 2004
503S42
Title: The Gap, Inc.: Building a Brand, beginning of 1996); innovating with
Spanish Version flavor variety (but generally focusing on 506709
Author(s): Salmon, Walter J.; Wylie, the veggie patty vs. expanding into other Title: Gary Loveman of Harrah's at
David meat alternatives); and creating broad Harvard Business School: Harrah's
Publication Date: 10/13/1992 consumer awareness and trial. May be Total Rewards, Video (DVD)
Revision Date: 07/17/2001 used with: (M305B) Gardenburger Author(s): Deighton, John
Product Type: LACC Case Advertising Strategy (B). Publication Date: 02/01/2006
Product Type: Case Video, DVD development officer for Quaker Oats Number of Employees: 1,869
Abstract: Gary Loveman discusses Canada Ltd., has been asked to develop Gross Revenues: $188.9 million 1989
Harrah's strategies for customizing its a proposal for the possible introduction revenues
marketing to create customer of Gatorade into Canada in 1986. He Subjects: Competition; High technology
monogamy. Must be used with: must develop a complete marketing and products; Implementation; Industrial
(502011) Harrah's Entertainment, Inc. financial proposal. This case focuses on markets; Market definition; Market
Subjects: NO decisions regarding channels, flavors, segmentation; Strategic market planning;
SUBJECTS(KEYWORDS) pack-types, pack-sizes, retail pricing, Strategy formulation
Length: 14 min trade and company margins, forecast Length: 29p
Year New: 2006 market outcomes, and forecast cash Supplementary Materials: Teaching
flows. Note, (595067), 13p, by V. Kasturi
506710 Geographic Setting: Ontario Rangan
Title: Gary Loveman of Harrah's at Industry Setting: Beverage industry
Harvard Business School: Harrah's Company Size: large 593005
Total Rewards, Video (VHS) Subjects: Beverages; Canada; Title: GenRad, Inc.--1990 (B): The
Author(s): Deighton, John Distribution; Marketing planning; VXIbus Standard
Publication Date: 02/01/2006 Marketing strategy; Pricing strategy Author(s): Shapiro, Benson P.; Carty,
Product Type: Case Video Length: 13p Raphael R.
Abstract: Gary Loveman discusses Supplementary Materials: Teaching Publication Date: 06/30/1993
Harrah's strategies for customizing its Note, (887A01), 10p, by John R. Revision Date: 09/07/1994
marketing to create customer Kennedy Product Type: Case (Field)
monogamy. Must be used with: Abstract: Carole Prest, Director of
(502011) Harrah's Entertainment, Inc. 592045 Strategic Marketing and Business
Subjects: NO Title: GenRad, Inc.--1990 (A): At a Development, must decide between two
SUBJECTS(KEYWORDS) Crossroads in Electronic Test radically different product development
Length: 14 min Author(s): Shapiro, Benson P.; Carty, plans to offer products that incorporate a
List Price: $150.00 Raphael R. new industry standard instrumentation
Year New: 2006 Publication Date: 10/23/1991 bus. A key issue is whether incorporating
Revision Date: 09/07/1994 an industry standard into a GenRad PCB
82512 Product Type: Case (Field) automatic test equipment system --
Title: Gateways to Entry Abstract: Bob Anderson, CEO of which would allow customers to mix and
Author(s): Yip, George S. GenRad, must lead his team in match GenRad products with those of
Publication Date: 09/01/1982 rethinking GenRad's product strategy to competitors -- is more of an opportunity
Product Type: Harvard Business respond to massive change in the or threat to GenRad's core business of
Review Article printed circuit board (PCB) test proprietary PCB automatic test
Abstract: A study of 793 U.S. and equipment industry. As GenRad's key equipment (ATE) systems. Another
Canadian consumer and industrial customers, U.S. electronic important issue in approaching the
markets indicates that barriers to entry manufacturers, faced tough times in their decision is a definition of the market
are surmountable and that direct entry own markets, their demand for PCB test opportunity. May be used with: (592045)
may be a viable alternative to corporate equipment had stagnated. Moreover, GenRad, Inc.--1990 (A): At a
growth through acquisition and to due to advances in integrated circuit Crossroads in Electronic Test.
development of present markets. The (i.e., IC or "chip") design, PCB testing Geographic Setting: Concord, MA
entrant faces six major classes of requirements had become more Industry Setting: Electronic test &
barriers: 1) economies of scale, 2) complex at a time when customers were measurement
product differentiation, 3) absolute cost, seeking lower-cost testing solutions. Company Size: mid-size
4) access to distribution, 5) capital Competition among industry players, as Gross Revenues: $200 million
requirement, and 6) incumbent reaction. a result, was brutal and GenRad's revenues
Direct entrants reduce or avoid barriers position as market share leader was Subjects: Competition; High technology
by taking one of two strategic being assailed by competitive initiatives products; Implementation; Industrial
approaches: 1) reducing barriers by at both the low end and high end of the markets; Market definition; Market
employing the same competitive strategy market. In implementing changes to segmentation; Strategic market planning;
as incumbents, or 2) avoiding barriers by GenRad's product strategy, Anderson Strategy formulation
using a different strategy altogether. must work within the context of Length: 27p
Subjects: Market share; Marketing organizational structure, systems, and
management; Marketing strategy; culture that reflect a strong technology 581095
Product management orientation. In deciding how to change Title: General Electric Co.: Appliance
Length: 7p GenRad's organization--yet preserve its Division Advertising
legacy of technical excellence-- Author(s): Greyser, Stephen A.; Young,
Anderson must confront the question: Robert F.
87A001
"What does it mean to be market- Publication Date: 12/30/1980
Title: Gatorade
oriented in a technology-driven Revision Date: 04/13/1981
Author(s): Kennedy, John R.; Bandiera,
industry?" May be used with: (593005) Product Type: Case (Field)
Paul
GenRad, Inc.--1990 (B): The VXIbus Abstract: General Electric executives
Standard. are concerned about the
Geographic Setting: Concord, MA communications effectiveness of the
Industry Setting: Electronic test & cooperative advertising program. Their
measurement particular focus is on the relative roles of
Business/UWO
Company Size: mid-size national advertising and dealer co-op
Abstract: Yves Lafortune, new business
advertising, and the relative Supplementary Materials: Teaching 585054

expenditures for each. At the time of the Note, (585009), 35p, by John F. Cady Title: General Electric Co.: Major
case, the executives are reviewing a Appliance Business Group (B)
new merchandising program for the co- 587157 Author(s): Quelch, John A.; Collins NA
op. It is anticipated that this new Title: General Electric Co.: Component Publication Date: 03/04/1985
approach will result in retail advertising Motor Operation, Distribution Channels Product Type: Case (Field)
which would be better coordinated with for Consumer Aftermarket Motors Abstract: Summarizes the
the firm's overall communications Author(s): Corey, E. Raymond; manufacturing process and human
objectives. Morrison, John E.P. resource changes associated with the
Geographic Setting: Kentucky Publication Date: 05/11/1987 implementation of Project C, a $28
Industry Setting: Appliance industry Revision Date: 10/12/1989 million investment to overhaul GE's
Gross Revenues: $1 billion sales Product Type: Case (Field) Louisville dishwasher assembly plant.
Subjects: Advertising strategy; Abstract: The management is Unresolved questions about how the
Appliances; Cooperatives; Marketing concerned about the current cost changes will play out in practice are
management; Merchandising; Sales efficiency and competitive effectiveness presented at the end of the case. A
promotions of continuing a long-standing videotape (9-885-518) is available for
Length: 17p relationship with three master use with this case.
distributors who sell small motors, Geographic Setting: United States
582031 components in consumer appliances, to Industry Setting: Appliance industry
Title: General Electric Co.: Clock and electrical wholesalers (who in turn sell to Company Size: Fortune 500
Timer Market Strategy repair shops). Studies have been made Gross Revenues: $2 billion sales
Author(s): Cady, John F.; Hunker J of alternative distribution schemes but Subjects: Appliances; Automation;
Publication Date: 08/28/1981 no action has been taken to affect a Consumer marketing; Human resources
Revision Date: 05/21/1984 change. The issue is what action, if any, management; Marketing management;
Product Type: Case (Field) should be taken in view of heightened Production processes; Quality control
Abstract: Describes the decision competition in the FHP consumer Length: 7p
context facing General Electric aftermarket and the declining market
Housewares and Audio business share positions of the three master 585055
management concerning their future distributors. Title: General Electric Co.: Major
participation in the $123 million clock Geographic Setting: Fort Wayne, IN Appliance Business Group (C)
and timer market. A decision must be Company Size: Fortune 500 Author(s): Quelch, John A.; Collins NA
made on the scope and magnitude of Subjects: Competition; Distribution; Publication Date: 03/04/1985
GE's participation in this market. Industrial markets; Market share Revision Date: 01/22/1986
Currently GE is the market leader. Length: 11p Product Type: Case (Field)
Industry Setting: Counters & timers Supplementary Materials: Teaching Abstract: The manager of dishwasher
industry Note, (588008), 13p, by E. Raymond marketing planning is renewing the 1983
Gross Revenues: $23 billion sales Corey sales forecast for the GE dishwasher
Subjects: Household products; Market line. Six new models are scheduled for
analysis; Marketing strategy; 585053 introduction including GE's first Permatuf
Multinational corporations; Strategic Title: General Electric Co.: Major C dishwashers and three second-
market planning Appliance Business Group (A) generation electronic machines. A
Length: 16p Author(s): Quelch, John A.; Collins NA videotape (9-885-517) is available for
Supplementary Materials: Supplement Publication Date: 03/04/1985 use with this case.
(Note), (582151), 27p, by John F. Cady; Revision Date: 09/24/1986 Geographic Setting: United States
Teaching Note, (585009), 35p, by John Product Type: Case (Field) Industry Setting: Appliance industry
F. Cady Abstract: The manager of GE's Major Company Size: Fortune 500
Appliance Business Group's dishwasher Gross Revenues: $2 billion sales
582151 marketing department is evaluating a Subjects: Appliances; Consumer
Title: General Electric Co.: Clock and proposed $28 million investment to marketing; Marketing management;
Timer Market Strategy, Planning overhaul GE's dishwasher plant. The Marketing planning; Product lines
Exercise proposal includes a change from steel to Length: 22p
Author(s): Cady, John F. plastic tub material. Consumer research Supplementary Materials: Teaching
Publication Date: 06/14/1982 evaluating alternative materials is Note, (586162), 13p, by John A. Quelch,
Revision Date: 05/21/1984 presented also. Cynthia A. Bates
Product Type: Supplement (Note) Geographic Setting: United States
Abstract: Basis for the development of Industry Setting: Appliance industry 585076
product market alternatives for the Company Size: Fortune 500 Title: General Electric Co.: Major
housewares and audio business of the Gross Revenues: $2 billion sales Appliance Business Group (D)
General Electric Corp. Must be used Subjects: Appliances; Consumer Author(s): Quelch, John A.; Collins NA
with: (582031) General Electric Co.: marketing; Manufacturing; Market Publication Date: 03/04/1985
Clock and Timer Market Strategy. research; Marketing management; Revision Date: 11/01/1985
Industry Setting: Household product Product planning & policy Product Type: Case (Field)
industry Length: 19p Abstract: The dishwasher marketing
Subjects: Household products; Market Supplementary Materials: Teaching planning manager is developing the
analysis; Marketing strategy; Note, (586161), 16p, by John A. Quelch, 1983 budget for dishwasher advertising,
Multinational corporations; Strategic Cynthia A. Bates promotion, and merchandising
market planning expenditures. The proposed budget,
Length: 27p including new advertising executions and
point-of-purchase displays is presented Steven C. Publication Date: 08/31/1990

for student evaluation. A videotape (9- Publication Date: 09/19/1990 Product Type: Case (Field)
885-517) is available for use with this Revision Date: 03/22/1993 Abstract: The new electronic media,
case. Product Type: Case (Field) principally cable TV, have affected U.S.
Geographic Setting: United States Abstract: Describes the rapid growth of television viewing during the 1980's and
Industry Setting: Appliance industry General Electric Plastics for over the last consequently the ability of advertisers to
Company Size: Fortune 500 decade to a $5 billion (sales) company. reach target audiences efficiently. The
Gross Revenues: $1 billion sales The accompanying organizational director of media of a major food
Subjects: Advertising; Appliances; transitions are described. The task is to marketer is considering the changes,
Budgeting; Consumer marketing; design a marketing organization for the and particularly their impacts on
Marketing management; Sales coming decade given the anticipated advertising planning for major General
promotions market changes. Foods' brands.
Length: 27p Geographic Setting: Global Geographic Setting: United States
Supplementary Materials: Teaching Industry Setting: Plastics industry Industry Setting: Food industry
Note, (589026), 8p, by John A. Quelch Company Size: Fortune 500 Company Size: large
Gross Revenues: $5 billion sales Subjects: Advertising media; Food
579184 Subjects: Marketing organization; Length: 13p
Title: General Electric Microwave Ovens Plastics; Product management
Author(s): Buzzell, Robert D.; Length: 22p 580046
Wiersema, Frederik D. Supplementary Materials: Teaching Title: General Foods Corp.: Dessert
Publication Date: 03/01/1979 Note, (591094), 12p, by V. Kasturi Toppings Strategy
Revision Date: 07/31/1984 Rangan, Leslie Mirchin Author(s): Buzzell, Robert D.;
Product Type: Case (Library) Wiersema, Frederik D.; Cline, Craig E.
Abstract: Describes G.E.'s position and 588059 Publication Date: 11/01/1979
strategy in the microwave oven market. Title: General Electric: Customer Product Type: Case (Field)
Should be used in conjunction with Note Service Abstract: The issue is whether either or
on the Microwave Oven Industry to Author(s): Cespedes, Frank V. both of two GF products (Cool Whip and
evaluate the company's competitive Publication Date: 02/17/1988 Dream Whip) should be assigned to a
thrust in this growth market. Product Type: Case (Field) new "strategic classification." The
Geographic Setting: United States Abstract: Describes the origins, classifications reflect GF's version of
Industry Setting: Microwave process, goals, and recommendations of "portfolio analysis," in which strategies
Company Size: large a corporate task force established at GE are based on key strategic
Subjects: Appliances; Competition; in 1985 to consider issues involved in characteristics, including market share
Consumer goods; Growth strategy; improving customer service for the and growth potential.
Marketing strategy company's industrial businesses. Geographic Setting: United States
Length: 10p Describes the analyses performed, the Industry Setting: Food processing
Supplementary Materials: Teaching actions taken, and the issues raised by industry
Note, (585125), 9p, by Robert D. Buzzell those analyses and actions. These Company Size: large
issues include measurement systems for Gross Revenues: $4 billion sales
505S18 business-unit managers, marketing and Subjects: Food processing industry;
Title: General Electric Plastics: sales organization, appropriate Forecasting; Market definition; Market
Organizing the Marketing Function, definitions of customer service, and the share; Marketing strategy; Product
Spanish Version company's heritage of operating portfolio management; Strategic market
Author(s): Rangan, V. Kasturi; Michael, autonomy for business units versus the planning; Strategic planning
Steven C. need for cross-business coordination in Length: 27p
Publication Date: 09/19/1990 the area of customer service. As well as Supplementary Materials: Teaching
Revision Date: 03/22/1993 the specific topic of customer service, Note, (585089), 9p, by Robert D. Buzzell
Product Type: LACC Case the case can be used to discuss more
Abstract: Describes the rapid growth of general marketing organization issues, 589029
General Electric Plastics for over the last including how things do (and don't) get Title: General Foods Corp.: Local
decade to a $5 billion (sales) company. done in a large, diversified corporation. Marketing
The accompanying organizational Geographic Setting: United States Author(s): Quelch, John A.; Hiller,
transitions are described. The task is to Company Size: Fortune 500 Tammy Bunn
design a marketing organization for the Gross Revenues: $25 billion assets Publication Date: 01/24/1989
coming decade given the anticipated Subjects: Customer relations; Customer Product Type: Case (Field)
market changes. service; Industrial markets; Marketing Abstract: Marketing management is
Geographic Setting: Global management; Marketing organization; evaluating the costs, benefits, and
Industry Setting: Plastics industry Marketing strategy; Sales organization implementation of local marketing
Company Size: Fortune 500 Length: 20p programs at General Foods. The case
Gross Revenues: $5 billion sales Supplementary Materials: Teaching focuses on a recent local marketing test
Subjects: Marketing organization; Note, (590030), 14p, by Frank V. in the Denver market which involved the
Plastics; Product management Cespedes sales force's use of a new computerized
Length: 27p information tool called supermarket
591024 solutions.
591029 Title: General Foods Corp.: Adapting to Geographic Setting: United States
Title: General Electric Plastics: the New Electronic Media Industry Setting: Food industry
Organizing the Marketing Function Author(s): Greyser, Stephen A.; Kopp, Company Size: Fortune 500
Author(s): Rangan, V. Kasturi; Michael, Robert J. Gross Revenues: $10 billion revenues
Subjects: Food; Information systems; the Dog Food Market Revision Date: 01/14/1977
Marketing management; Productivity; Author(s): Ward, Scott Product Type: Case (Field)
Sales management Publication Date: 04/01/1978 Abstract: Management's use of six
Length: 29p Product Type: Case (Field) months' test marketing of Gainesburgers
Supplementary Materials: Teaching Abstract: Illustrates uses of various dog food.
Note, (595015), 8p, by John A. Quelch sources of market and consumer Geographic Setting: White Plains, NY
behavior data, including psychographics, Industry Setting: Food industry
575063 product positioning, and market Gross Revenues: $1 billion sales
Title: General Foods Corp.: Tang segmentation decisions for a new dog Event Year Start: 1960
Instant Breakfast Drink (A) food product. Based on cases by E.T. Event Year End: 1960
Author(s): DeBruicker, F. Stewart; Popper and L.S. Ward. Subjects: Food; Market research;
Singer, Harvey N. Geographic Setting: New York, NY Marketing strategy; Product introduction;
Publication Date: 11/27/1974 Industry Setting: Pet food industry Test markets
Revision Date: 01/15/1979 Company Size: large Length: 38p
Product Type: Case (Field) Gross Revenues: $1 billion sales
Abstract: Describes the use of two Subjects: Consumer behavior; Food; 579104
mathematical models to analyze the Market research; Market segmentation; Title: General Foods: Powdered Soft
market response to brand advertising Product introduction; Product positioning Drinks (A)
and promotion spending. The brand is Length: 29p Author(s): Salmon, Walter J.; Palesy,
thought by some managers to be on the Supplementary Materials: Teaching Steven R.
declining portion of the product life cycle, Note, (579049), 7p, by Scott Ward Publication Date: 12/14/1978
but the models suggest that increased Revision Date: 11/15/1982
spending on advertising and promotion 510008 Product Type: Case (Field)
is justified. Furthermore, the model used Title: General Foods: Post Division (A) Abstract: Involves the development of a
by the advertising agency suggests that Author(s): Brown, Milton P.; Wortzel, new five-year marketing strategy. A
larger proportions of the budget should L.H. division's major product has been
go to national media advertising. Which Publication Date: 04/08/1964 "milked" as a source of cash by the old
model, if either, is to be believed and Revision Date: 01/14/1977 management team. The new strategic
used? Product Type: Case (Field) business unit (SBU) management team
Geographic Setting: White Plains, NY Abstract: Involves the early wants to reclassify the business as an
Industry Setting: Packaged food development and testing of a new dog investment opportunity. They want to
industry food product. maximize market share in new growth
Company Size: large Geographic Setting: White Plains, NY statements of the market. Note on the
Gross Revenues: $2.5 billion sales Industry Setting: Food industry Boston Consulting Group Concept of
Subjects: Advertising strategy; Gross Revenues: $1 billion sales Competitive Analysis and Corporate
Beverages; Managerial economics; Event Year Start: 1959 Strategy may assist in the teaching of
Market research; Models; Planning; Event Year End: 1959 this case.
Sales promotions Subjects: Food; Market research; Geographic Setting: United States
Length: 26p Marketing strategy; Product introduction; Industry Setting: Food industry
Test markets Company Size: large
586057 Length: 39p Gross Revenues: $4.9 billion sales
Title: General Foods Corp.: The Subjects: Consumer marketing; Market
Product Management System 510009 segmentation; Organizational behavior;
Author(s): Quelch, John A.; Farris, Paul Title: General Foods: Post Division (B) Organizational design; Product
W. Author(s): Brown, Milton P.; Wortzel, management; Product portfolio
Publication Date: 09/11/1985 L.H. management; Strategic market planning;
Product Type: Case (Field) Publication Date: 04/14/1964 Strategic planning
Abstract: The general manager of Product Type: Case (Field) Length: 20p
General Food's Desserts Division is Abstract: Involves the development of a
assessing his marketing organization, marketing strategy for a new product 579105
trimmed in size in recent years. He is and subsequent product testing. Cannot Title: General Foods: Powdered Soft
also considering the future of the product be used without General Foods: Post Drinks (B)
management system and what he can Division (A). Author(s): Salmon, Walter J.; Palesy,
do to make it work more effectively Geographic Setting: White Plains, NY Steven R.
within the Desserts Division. Industry Setting: Food industry Publication Date: 01/26/1979
Geographic Setting: United States Gross Revenues: $1 billion sales Revision Date: 11/15/1982
Industry Setting: Food industry Event Year Start: 1959 Product Type: Case (Field)
Company Size: Fortune 500 Event Year End: 1959 Abstract: Developing, positioning and
Gross Revenues: $9 billion sales Subjects: Food; Market research; pricing a line extension in a manner that
Subjects: Consumer marketing; Food; Marketing strategy; Product introduction; is consistent with the overall strategy of
Marketing management; Organization; Test markets the new strategic business unit.
Product management Length: 32p Geographic Setting: United States
Length: 27p Industry Setting: Food industry
Supplementary Materials: Teaching 564001 Company Size: large
Note, (587053), 13p, by John A. Quelch Title: General Foods: Post Division (C) Gross Revenues: $5 billion sales
Author(s): Brown, Milton P.; Wortzel, Subjects: Consumer marketing;
578162 L.H. Economic analysis; Food; Pricing
Title: General Foods: Opportunities in Publication Date: 06/01/1964 strategy; Product lines; Product
management; Product positioning Abstract: Executives at GMAC were Netherlands branch of General Motors
Length: 17p evaluating a proposal to temporarily offer Continental are reviewing the sales and
consumers low interest financing on new profit impact of the Super Saver low
586087 automobile purchases. If they decide to interest financing sales promotion
Title: General Mills, Inc.: Yoplait proceed, they must determine the offered on Opel passenger cars.
Custard-Style Yogurt (A) program details and how to overcome Geographic Setting: Netherlands
Author(s): Quelch, John A.; Teopaco, implementation problems including Industry Setting: Automotive industry
John L. dealer acceptance. Gross Revenues: $300 million assets
Publication Date: 05/06/1986 Geographic Setting: United States Subjects: Advertising campaigns;
Revision Date: 07/28/1995 Industry Setting: Automotive industry Automobiles; Consumer marketing;
Product Type: Case (Field) Company Size: Fortune 500 Marketing management; Pricing; Sales
Abstract: Yoplait's director of new Gross Revenues: $58 billion sales promotions
product development is evaluating Subjects: Automobiles; Consumer Length: 4p
alternative line extensions including marketing; Financing; Marketing
custard-style Yoplait. He must determine management; Sales promotions 579135
what additional research to recommend. Length: 23p Title: General Motors Corp.: The
Options include a mini-market test, a Supplementary Materials: Supplement Passenger Restraint System Decision
simulated test market and a fully-fledged (Field), (586064), 2p, by John A. Quelch; Author(s): Ward, Scott; Cline, Craig E.
test market. Must be used with: Teaching Note, (587038), 12p, by John Publication Date: 01/01/1979
(586088) General Mills, Inc.: Yoplait A. Quelch Revision Date: 10/01/1979
Custard-Style Yogurt (B). Product Type: Case (Field)
Geographic Setting: United States 586064 Abstract: Involves computer-assisted
Industry Setting: Grocery stores Title: General Motors Acceptance Corp. case analysis of consumer preference
Company Size: Fortune 500 (B) data for several different types of
Gross Revenues: $4 billion revenues Author(s): Quelch, John A. passive passenger restraint systems.
Subjects: Consumer marketing; Food; Publication Date: 11/21/1985 Data are related to production planning
Market research; Product development; Product Type: Supplement (Field) for various GM lines. The Addendum
Product management; Test markets Abstract: Presents the results of the involves analysis of consumer
Length: 16p 1981 GMAC 13.8% financing program. preference data for several types of
Supplementary Materials: Teaching Must be used with: (586063) General passive passenger restraint systems.
Note, (592099), 14p, by Robert J. Dolan Motors Acceptance Corp. (A). Data are related to production planning
Industry Setting: Automotive industry for various General Motors lines.
586088 Subjects: Automobiles; Consumer Geographic Setting: Detroit, MI
Title: General Mills, Inc.: Yoplait marketing; Financing; Marketing Industry Setting: Automotive industry
Custard-Style Yogurt (B) management; Sales promotions Gross Revenues: $44.3 billion sales
Author(s): Quelch, John A.; Teopaco, Length: 2p Subjects: Automobiles; Consumer
John L. Supplementary Materials: Teaching behavior; Forecasting; Market research;
Publication Date: 05/06/1986 Note, (587038), 12p, by John A. Quelch Product planning & policy; Product
Revision Date: 07/02/1992 safety
Product Type: Supplement (Field) 586116 Length: 42p
Abstract: Yoplait's director of new Title: General Motors Continental N.V.:
product development is finalizing plans Netherlands Branch (A) 574065
for the national introduction of custard- Author(s): Quelch, John A. Title: General Motors Malaysia
style Yoplait. Based on the results of a Publication Date: 06/27/1986 Snd.Bhd.: Introduction of the Basic
mini-market test and a BASES Revision Date: 03/04/1987 Transportation Vehicle
laboratory test market. Must be used Product Type: Case (Field) Author(s): Sorenson, Ralph Z., II;
with: (586087) General Mills, Inc.: Abstract: Marketing executives at the Traupe RL
Yoplait Custard-Style Yogurt (A). Netherlands branch of General Motors Publication Date: 03/08/1974
Geographic Setting: United States Continental are considering whether to Revision Date: 07/10/1981
Industry Setting: Grocery stores implement a low interest automobile Product Type: Case (Field)
Company Size: Fortune 500 financing promotion called Super Saver Abstract: Positioning of a new low-cost
Gross Revenues: $4 billion revenues on Opel passenger cars. basic transportation vehicle for sale in
Subjects: Consumer marketing; Food; Geographic Setting: Netherlands developing countries. General Motors
Market research; New product Industry Setting: Automotive industry has designed a new vehicle that is
marketing; Product management; Test Gross Revenues: $300 million assets somewhere between a bicycle and an
markets Subjects: Advertising campaigns; inexpensive car or pick-up truck. To
Length: 19p Automobiles; Consumer marketing; whom should it be sold? With what
Supplementary Materials: Teaching Marketing management; Pricing; Sales marketing strategy?
Note, (592099), 14p, by Robert J. Dolan promotions Geographic Setting: Malaysia
Year New: 2004 Length: 15p Industry Setting: Automotive industry
Gross Revenues: $25 billion sales
586063 586117 Subjects: Automotive supplies;
Title: General Motors Acceptance Corp. Title: General Motors Continental N.V.: Developing countries; International
(A) Netherlands Branch (B) marketing; Marketing strategy; Product
Author(s): Quelch, John A. Author(s): Quelch, John A. positioning; Southeast Asia
Publication Date: 11/21/1985 Publication Date: 06/27/1986 Length: 22p
Revision Date: 08/13/1986 Product Type: Case (Field)
Product Type: Case (Field) Abstract: Marketing executives at the
OIT49 and 5) the risk reward ratio implied by marketing pitches. But all too often those
Title: Genomic Health: Launching a the five year plan. efforts are too narrow--they concentrate
Paradigm Shift...and an Innovative New Geographic Setting: Northeastern only on the points where the customer
Test United States comes into contact with the company.
Author(s): Zenios, Stefanos; Chess, Industry Setting: Retail industry Few businesses have bothered to look at
Robert; Denend, Lyn Company Size: small what the author calls the customer
Publication Date: 02/14/2006 Subjects: Business policy; Clothing; scenario--the broad context in which
Product Type: Case (Field) Marketing implementation; Product lines; customers select, buy, and use products
Publisher: Stanford University Retailing and services. As a result, consultant
Abstract: In late October 2003, Randy Length: 23p Patricia Seybold maintains, they've
Scott and the Genomic Health team had Supplementary Materials: Teaching routinely missed chances to deepen
just received the results of Genomic Note, (595080), 8p, by Walter J. Salmon, loyalty and expand sales. In this article,
Health's first pivotal trial. The company's David Wylie the author shows how effective three
product, Oncotype DX, a first-of-its-kind very different companies have been at
genomic assay that quantified the 587128 using customer scenarios as the
likelihood of breast cancer recurrence, Title: Gervasi Brothers, Inc. centerpiece of their marketing plans.
had exceeded the standard measures of Author(s): Corey, E. Raymond Chip maker National Semiconductor
patient age, tumor size, and tumor grade Publication Date: 03/11/1987 looked beyond the purchasing agents
in predicting recurrence outcomes. The Revision Date: 10/18/1989 that buy in bulk to find ways to make it
study results would be presented at the Product Type: Case (Field) easier for engineers to design National's
2003 San Antonio Breast Cancer Abstract: Concerns bidding on an $81 components into their specifications for
Symposium in December and published million fossil fuel power plant for an mobile telephones. By developing a
in the New England Journal of Medicine electric utility customer. Problems with customer scenario that describes how
in December 2004. Scott and his team design of the unit and pricing are looked people actually shop for groceries,
now faced the challenge of determining at here. For use in either product Tesco learned the importance of
how and when to launch this planning or pricing sections of marketing decentralizing its Web shopping site and
groundbreaking product. The team was courses. how the extra costs of decentralization
eager to get the product to market as Geographic Setting: United States could be outweighed by the higher profit
quickly as possible. However, extensive Industry Setting: Electric power; margins on-line customers generate.
market research performed earlier in the Utilities And Buzzsaw.com used customer
year reveals that it had less than 10% Company Size: large scenarios as the basis for its entire
awareness in the physician community Subjects: Bids; Electric power; business.
and even less among consumers. When Industrial markets; Pricing; Product Subjects: Customer relations; Customer
asked about what factors would planning & policy; Public utilities retention; Customer service; Internet;
influence their adoption, physicians Length: 15p Marketing strategy
overwhelmingly cited clinical validation Length: 10p
studies--and lots of them. Many skeptics
F0105B
within the oncology field felt that the 83101
Title: Get Emotional
legitimate use of genomics in making Title: Get More Out of Your Trade
Author(s): Robinette, Scott
treatment decisions was still 10 to 20 Shows
years in the future. Author(s): Bonoma, Thomas V.
Industry Setting: Genomics industry Publication Date: 01/01/1983
Review Article
Subjects: NO Product Type: Harvard Business
Abstract: Most companies seemingly do
SUBJECTS(KEYWORDS) Review Article
their best to alienate customers by
Length: 36p Abstract: Trade show expenditures are
making them feel like faceless targets of
Year New: 2006 the major form of organized marketing
marketing campaigns. The director of
Hallmark's Loyalty Marketing Group communications activity for many
589111 describes three ways to forge emotional companies outside of efforts by their
Title: Georgetown Leather Design bonds with clients. sales force and distributors. Yet
Author(s): Salmon, Walter J.; Wylie, Subjects: Consumer marketing; managers are frequently unenthusiastic
David Customer relations; Customer retention; about shows, despite the opportunities
Publication Date: 04/24/1989 Marketing strategy they offer for contact with existing and
Revision Date: 11/29/1993 Length: 3p potential customers. This attitude is
Product Type: Case (Field) primarily due to the difficulty of
Abstract: Georgetown Leather Design measuring the success of any given
R0105E
had an expansion plan to increase its trade show program in effectively and
Title: Get Inside the Lives of Your
number of stores from 13 to 62 over five efficiently meeting a company's
Customers
years. Although most of the plan was marketing needs. It is useful to classify
Author(s): Seybold, Patricia B.
ready for implementation, the president trade shows in terms of their function,
had lingering doubts about the character dividing them roughly into those where
and pace of the proposed roll-out the major focus is selling activities and
Review Article
strategy. He wondered how it might be those where satisfaction of nonselling
Abstract: Many companies have
affected by such issues as: 1) continued objectives is a likelier consequence of
become adept at the art of customer
growth and long term stability of the participation.
relationship management. They've
leather apparel market, 2) applicability of Subjects: Industrial markets; Marketing
collected mountains of data on
the formula in different markets, 3) strategy
preferences and behavior, divided
evolving competitive forces, 4) the Length: 7p
buyers into ever-finer segments, and
availability of appropriate real estate,
refined their products, services, and
F0610E Year New: 2006 the greatest impact, it must be framed as

Title: Get Your Act Together a corporate strategy. Realizing this,
Author(s): Argenti, Paul A.; Haley, Thea 501025 Harley-Davidson, for example, retooled
S. Title: GetConnected.com every aspect of its organization to
Publication Date: 10/01/2006 Author(s): Lal, Rajiv; Pal, Nilanjana R.; support building and maintaining its
Product Type: Harvard Business Prins, Jodi brand community and treated all
Review Article Publication Date: 09/28/2000 community-related activities not just as
Abstract: Consistent corporate Revision Date: 11/20/2000 marketing expenses but as a
communications depend less on specific Product Type: Case (Field) companywide investment. Another
organizational structures than on Abstract: Describes the situation faced common misconception is that a brand
carefully designed strategy. by GCI.com in April 2000, soon after community exists to serve the business.
Subjects: NO raising $12 million for their new venture. An effective brand community exists to
SUBJECTS(KEYWORDS) After hiring an advertising agency, serve its members, who participate in
Length: 2p management needs to decide on the order to fulfill many kinds of needs, such
Year New: 2006 nature of the advertising campaign to as building relationships, cultivating new
target the right set of customers with the interests, and contributing to society.
1006 right message. Strong communities work to understand
Title: Get Your Innovations to Market-- Geographic Setting: Boston, MA people's needs and to engage
and Keep Them There (HBR Article Industry Setting: Telecommunications participants by offering a variety of roles.
Collection) industry Finally, managers often think that a
Author(s): Leslie, Mark; Holloway, Company Size: start-up brand community must be tightly
Charles A.; Chakravorti, Bhaskar; Number of Employees: 40 controlled. In reality, a robust community
Gourville, John T. Subjects: Business services; Consumer defies managerial control. Effective
Publication Date: 07/01/2006 marketing; Entrepreneurship; Market brand stewards can, however, create an
Product Type: HBR OnPoint Collection segmentation; Market selection; environment in which a community can
Abstract: Ninety percent of new Marketing strategy; Telecommunications thrive--by, for example, designing
products fail in the marketplace. Why? Length: 28p multiple experiences that appeal to
Companies focus so much on acquiring different audiences. The authors offer an
new customers that they don't address online "Community Readiness Audit"
F0703E
resolve shortfalls in the product--such as that can help you find out if your
Title: Getting Attention for Unrecognized
flawed features. Firms also get so organization is up to the task of building
Brands
enamored with their offering that they a brand community.
Author(s): Goldstein, Daniel G.
drastically underestimate resistance to Subjects: NO
the behavioral changes the new product SUBJECTS(KEYWORDS)
requires. For instance, few consumers Length: 8p
Review Article
relish mastering new software to edit Abstract: People prefer a brand they
digital photos. And managers don't know over one they don't--even when 90301
realize that consumers won't buy certain the familiar one is dangerous. But there Title: Getting the Most Out of
innovations unless others in their are ways for unknown brands to Advertising and Promotion
business or social circles do. A bank, for compensate. Author(s): Abraham, Magid M.; Lodish,
instance, won't adopt a faster transaction Subjects: NO Leonard M.
processing system unless other banks SUBJECTS(KEYWORDS) Publication Date: 05/01/1990
with which it communicates also do. To Length: 4p Product Type: Harvard Business
avoid these mistakes, find out how early Year New: 2007 Review Article
customers will use your new offering-- Abstract: A new kind of marketing data
then adapt the product and start taking enable managers to measure
R0904K
orders. Limit the behavioral changes incremental sales of a product due to
Title: Getting Brand Communities Right
required by new products. And convince advertising and promotion. Single-source
Author(s): Fournier, Susan; Lee, Lara
other members of your target customers' data correlate actual consumer
network that they'll benefit by adopting purchases with corresponding television
your innovation. The payoff? New advertising or promotion events. Single-
Review Article
products that score smashing successes source data challenge much of the
Abstract: Marketers in a variety of
in the marketplace. The three Harvard conventional wisdom on advertising. To
industries are trying to increase
Business Review articles in this take advantage of the data, managers
customer loyalty, marketing efficiency,
collection: "The Sales Learning Curve" must continually examine the
and brand authenticity by building
(HBR reprint R0607J) by Mark Leslie appropriate balance between advertising
communities around their brands. Few
and Charles A. Holloway; "Eager Sellers and promotion.
companies, however, understand what
and Stony Buyers: Understanding the Industry Setting: Advertising industry
brand communities require and how they
Psychology of New-Product Adoption" Subjects: Advertising; Consumer
work. Drawing from their research as
(HBR reprint R0606F) by John T. marketing; Market research; Marketing
well as their experience at Harley-
Gourville; and "The New Rules for management; Marketing strategy; Sales
Davidson, the authors dispel some
Bringing Innovations to Market" (HBR promotions
common misconceptions about brand
reprint R0403D) by Bhaskar Chakravorti. Length: 7p
communities and offer design principles,
Subjects: NO
cautionary tales, and new approaches to
SUBJECTS(KEYWORDS) R0407J
leveraging those communities. For
Length: 37p Title: Getting the Most Out of All Your
instance, many managers think of a
List Price: $17.95 Customers
brand community in terms of marketing
strategy. In fact, for a community to have Author(s): Thomas, Jacquelyn S.;
Reinartz, Werner; Kumar, V nutrition/health and their role in Spence; Case Video, (886512), 25 min,
Publication Date: 07/01/2004 supermarket choices. by Thomas V. Bonoma, Shirley M.
Product Type: Harvard Business Geographic Setting: District of Spence; Case Video, (886511), 39 min,
Review Article Columbia by Thomas V. Bonoma, Shirley M.
Abstract: Companies spend billions of Industry Setting: Supermarkets Spence
dollars on direct marketing, targeting Company Size: large
individual customers with ever more Subjects: Health; Product positioning; 886511
accuracy. Yet despite the power of the Supermarkets Title: Gillette Co.: Dry Idea Advertising
myriad data collecting and analytical Length: 25p (A), Video
tools at their disposal, they're still having Author(s): Bonoma, Thomas V.;
trouble optimizing their direct marketing 573023 Spence, Shirley M.
investments. Many marketers try to Title: Gilbert Printing Co. Publication Date: 05/20/1986
minimize costs by pursuing only those Author(s): Shapiro, Benson P.; Nelson Product Type: Case Video
customers who are cheap to find and WP Abstract: Presents an audiovisual
cheap to keep. Others try to get the most Publication Date: 11/15/1972 account of the five year struggle to solve
customers they possibly can and keep Revision Date: 04/30/1982 creative problems on the Gillette Co.'s
all of them for as long as they can. But a Product Type: Case (Field) Dry Idea brand antiperspirant. The Dry
customer need not be loyal to be highly Abstract: A small printing firm is Idea creative review is divided into three
profitable, and many loyal customers attempting to increase sales and is parts: 1) review of early advertising, 2)
turn out to be highly unprofitable. wondering if it should hire more sales reenactment of a 1983 meeting attended
Companies can get more out of direct personnel. A key decision concerns the by Gillette managers and
marketing if they see it as a single type to be hired. Contains extensive data representatives from Dry Idea's
system for generating profits than if they on the selling process (which is elusive), advertising agency, and 3) a chronology
try to maximize performance measures on the nature of accounts, and on the of 1983 creative exploratory work
at each stage of the process. This article performance of the sales preliminary results from October copy
describes a tool for doing just that. representatives. testing. Must be used with: (586043)
Called ARPRO (Allocating Resources for Geographic Setting: Baltimore, MD Gillette Co.: Dry Idea Advertising (B),
Profits), the tool is essentially a complex Industry Setting: Printing industry The Bake-Off; (586042) Gillette Co.:
regression analysis that can estimate the Gross Revenues: $3.5 million sales Dry Idea Advertising (A), The Creative
impact of a company's direct marketing Subjects: Marketing strategy; Problem.
investments on the profitability of its Performance appraisal; Personnel Industry Setting: Advertising industry
customer pool. With data that companies selection; Printing; Sales management Subjects: Advertising; Advertising
already gather, the tool can show Length: 23p campaigns; Consumer marketing;
managers how much to spend on Marketing implementation; Marketing
acquisition vs. retention and even what management; Product management
586042
percentage of their funds they should Length: 39 min
Title: Gillette Co.: Dry Idea Advertising
allocate to the different direct marketing List Price: $150.00
(A), The Creative Problem
channels. Using the model, companies Supplementary Materials: Supplement
can easily see that even small deviations (Note), (586145), 4p, by Thomas V.
Spence, Shirley M.
from the optimal levels of customer Bonoma, Shirley M. Spence; Video
profitability are expensive. The tool can Transcript, (586147), 32p, by Thomas V.
also show that finding the optimal Bonoma, Shirley M. Spence
balance between investments in
Abstract: Presents the first of two cases
acquisition and retention can be more
describing the struggle to solve creative 586145
important than finding the optimum
problems on the Dry Idea antiperspirant Title: Gillette Co.: Dry Idea Advertising
amount to invest overall.
brand introduced in 1978 by the Gillette (A), Video Introduction
Subjects: Customer retention; Direct
Co. and its advertising agency (Batten, Author(s): Bonoma, Thomas V.;
marketing; Loyalty; Marketing
Barton, Durstine & Osborne). Provides Spence, Shirley M.
implementation; Marketing strategy;
company and industry background plus Publication Date: 05/20/1986
Regression analysis
a historical brand review, and focuses on Revision Date: 08/18/1987
Length: 8p
the issue facing product manager Carole Product Type: Supplement (Note)
Year New: 2004
Johnson in October of 1983: how to get Abstract: Provides an overview of video
good creativity fast? contents and three attachments: 1)
590068 Geographic Setting: United States chart discussed at meeting shown in
Title: Giant Effort to Inform Consumers Industry Setting: Consumer products video, 2) historical Dry Idea copy
Author(s): Greyser, Stephen A.; Klein, Company Size: Fortune 500 strategies, and 3) graphic comparison of
Norman Gross Revenues: $2 billion sales Dry Idea share trends and airing history.
Publication Date: 12/04/1989 Subjects: Advertising; Advertising Must be used with: (886511) Gillette
Product Type: Case (Field) campaigns; Consumer marketing; Co.: Dry Idea Advertising (A), Video.
Abstract: A major supermarket chain Marketing implementation; Marketing Industry Setting: Advertising industry
over a 20-year period has developed a management; Product management Subjects: Advertising; Advertising
series of pro-consumer initiatives as a Length: 13p campaigns; Consumer marketing;
major element in its positioning. Supplementary Materials: Teaching Marketing implementation; Marketing
Extensive data on each of three specific Note, (586044), 5p, by Thomas V. management; Product management
nutrition information programs permit Bonoma, Shirley M. Spence; Teaching Length: 4p
analysis of Giant's efforts. Broader Note, (588018), 23p, by Thomas V.
consumer data provide insights into Bonoma; Case Video, (886513), 7 min, 586043
changing attitudes toward by Thomas V. Bonoma, Shirley M. Title: Gillette Co.: Dry Idea Advertising
(B), The Bake-Off Advertising (B), The Bake-Off. Bonoma, Shirley M. Spence
Author(s): Bonoma, Thomas V.; Industry Setting: Advertising industry
Spence, Shirley M. Subjects: Advertising; Advertising 580018
Publication Date: 05/20/1986 campaigns; Consumer marketing; Title: Gillette Co.: New Product
Revision Date: 02/28/1989 Marketing implementation; Marketing Development
Product Type: Case (Field) management; Product management Author(s): Reibstein, David J.
Abstract: Presents the second of two Length: 25 min Publication Date: 09/01/1979
cases describing the struggle to find "the List Price: $150.00 Product Type: Case (Field)
right advertising" for the Dry Idea Supplementary Materials: Supplement Abstract: Describes the current status
antiperspirant brand introduced in 1978 (Note), (586146), 1p, by Thomas V. of the Gillette Personal Care Division,
by the Gillette Co. and its advertising Bonoma, Shirley M. Spence; Video products available in their portfolio, and
agency, Batten, Barton, Durstine & Transcript, (586148), 12p, by Thomas V. a new product planning process.
Osborne (BBDO). The case begins with Bonoma, Shirley M. Spence Geographic Setting: United States
Gillette's November 1983 decision to Industry Setting: Personal care
stage a bake-off placing BBDO in 586146 products
competition with a second agency to Title: Gillette Co.: Dry Idea Advertising Subjects: Consumer goods; Industry
"cook up" a breakthrough advertising (B), Video Introduction analysis; Market research; Product
campaign for Dry Idea. It then proceeds Author(s): Bonoma, Thomas V.; development; Product planning & policy
to describe the six-month bake-off Spence, Shirley M. Length: 8p
implementation period, provide a report Publication Date: 05/20/1986
of bake-off copy test results, and pose Product Type: Supplement (Note) 581103
the question facing product manager Abstract: Provides an overview of the Title: Gillette Co.: Personal Care
Carole Johnson late in April of 1984: two-part video: 1) bake-off participant Division Silkience Shampoo
who won the bake-off? interviews with managers from Gillette Author(s): Bonoma, Thomas V.
Geographic Setting: United States and its advertising agency for Dry Idea, Publication Date: 02/01/1981
Industry Setting: Consumer products and 2) creative presentations by the two Revision Date: 07/01/1981
Company Size: Fortune 500 bake-off competitors. Must be used with: Product Type: Case (Field)
Gross Revenues: $2 billion sales (886512) Gillette Co.: Dry Idea Abstract: Illustrates the marketing and
Subjects: Advertising; Advertising Advertising (B), Video. managerial issues raised by questions of
campaigns; Consumer marketing; Industry Setting: Advertising industry how brand management should relate to
Marketing implementation; Marketing Subjects: Advertising; Advertising and manage an aggressive advertising
management; Product management campaigns; Consumer marketing; agency during a new product
Length: 14p Marketing implementation; Marketing introduction.
Supplementary Materials: Teaching management; Product management Geographic Setting: United States
Note, (586044), 5p, by Thomas V. Length: 1p Industry Setting: Hair care product
Bonoma, Shirley M. Spence; Teaching
industry
Note, (588018), 23p, by Thomas V.
886513 Gross Revenues: $2 billion sales
Bonoma; Case Video, (886513), 7 min,
Title: Gillette Co.: Dry Idea Advertising Subjects: Brands; Consumer goods;
by Thomas V. Bonoma, Shirley M.
(C), Video Consumer marketing; Marketing
Spence; Case Video, (886512), 25 min,
Author(s): Bonoma, Thomas V.; implementation; New product marketing
Spence, Shirley M. Length: 32p
Spence; Case Video, (886511), 39 min,
Publication Date: 05/20/1986 Supplementary Materials: Teaching
Product Type: Case Video Note, (583129), 13p, by Thomas V.
Spence
Abstract: Designed for use in class as Bonoma
an epilogue to the story of the struggle to
886512 solve creative problems on Gillette's Dry 504S33
Title: Gillette Co.: Dry Idea Advertising Idea antiperspirant. The videotape Title: Gillette Indonesia, Spanish
(B), Video announces the bake-off competition Version
Author(s): Bonoma, Thomas V.; winner: BBDO. It also shows excerpts Author(s): Quelch, John A.; Long, Diane
Spence, Shirley M. from interviews conducted a year and a Publication Date: 07/25/1996
Publication Date: 05/20/1986 half later with Gillette and BBDO Revision Date: 06/15/1998
Product Type: Case Video managers addressing the questions: Product Type: LACC Case
Abstract: Presents an audiovisual Was the bake-off a good idea? Was it a Abstract: The country manager of
account of the bake-off competition success? Must be used with: (586043) Gillette Indonesia is reviewing his 1996
between Batten, Barton, Durstine & Gillette Co.: Dry Idea Advertising (B), marketing plan and considering whether
Osborne (BBDO) and a second The Bake-Off; (586042) Gillette Co.: the pace of market development and mix
advertising agency: Ames. The Dry Idea Advertising (A), The Creative of product sales can be impacted by the
videotape is divided into two parts: 1) Problem. level and type of Gillette expenditures in
interviews with bake-off participants from Industry Setting: Advertising industry the market.
Gillette and BBDO, and 2) reenactment Subjects: Advertising; Advertising Geographic Setting: Indonesia
of BBDO and Ames creative campaigns; Consumer marketing; Industry Setting: Consumer products
presentations, which show and explain Marketing implementation; Marketing Number of Employees: 33,500
the three bake-off commercials management; Product management Gross Revenues: $6.8 billion revenues
subjected to consumer testing in Length: 7 min Subjects: Consumer goods;
March/April 1984. Must be used with: List Price: $150.00 Forecasting; International marketing;
(586042) Gillette Co.: Dry Idea Supplementary Materials: Video Product planning & policy; Southeast
Advertising (A), The Creative Problem; Transcript, (586149), 4p, by Thomas V. Asia
(586043) Gillette Co.: Dry Idea
Length: 18p situation in each of the three countries. Industry Setting: Consumer products
Geographic Setting: United Kingdom; Company Size: Fortune 500
597009 Germany; Brazil Gross Revenues: $2.4 billion sales
Title: Gillette Indonesia Industry Setting: Blades & razor Subjects: Consumer goods; Control
Author(s): Quelch, John A.; Long, industry systems; Marketing information systems;
Diane Company Size: Fortune 500 Marketing planning; Planning systems;
Publication Date: 07/25/1996 Gross Revenues: $500 million sales Product management; Product portfolio
Revision Date: 06/05/1998 Event Year End: 1969 management
Product Type: Case (Field) Subjects: Consumer goods; Length: 24p
Abstract: The country manager of International marketing; Market
Gillette Indonesia is reviewing his 1996 research; Marketing strategy; 587099
marketing plan and considering whether Multinational corporations; Product Title: Gillette Personal Care Division:
the pace of market development and mix introduction Marketing Planning and Control
of product sales can be impacted by the Length: 11p Author(s): Bonoma, Thomas V.; Clark,
level and type of Gillette expenditures in Bruce H.
the market. 581078 Publication Date: 02/02/1987
Geographic Setting: Indonesia Title: Gillette International: Platinum Revision Date: 08/31/1988
Industry Setting: Consumer products Plus Product Type: Case (Field)
Number of Employees: 33,500 Author(s): Malone, Claudine B.; Abstract: Bill Ryan, president of the
Gross Revenues: $6.8 billion revenues Harrison, Neil Gillette Co.'s Personal Care Division, is
Subjects: Consumer goods; Publication Date: 01/01/1981 considering changing the division's
Forecasting; International marketing; Product Type: Case (Field) planning and control system for
Product planning & policy; Southeast Abstract: Gillette proposes to introduce marketing. White Rain, the division's
Asia a new razor blade on an international most recent success, had been launched
Length: 15p basis. Issue concerns how the new by taking shortcuts through the system,
Supplementary Materials: Teaching blade (Platinum Plus) should be while other marketing programs the
Note, (598086), 7p, by John A. Quelch positioned in three countries: Brazil, system produced sometimes still
Germany, and the United Kingdom. Also faltered. The case examines the
574060 provides the situation in each of the components of a planning and control
Title: Gillette International (A) three countries. Based on Gillette system for marketing, criteria for good
Author(s): Sorenson, Ralph Z., II; International (A) and (B) by R.Z. systems and good programs, and ways
Traupe RL Sorenson, Babson College. that marketing managers work with a
Publication Date: 02/01/1974 Geographic Setting: Brazil; Germany; system.
Product Type: Case (Field) United Kingdom Geographic Setting: Boston, MA
Abstract: Gillette proposes to introduce Industry Setting: Blades & razor Industry Setting: Consumer products
a new razor blade on an international industry Company Size: Fortune 500
basis. Issue concerns how the new Gross Revenues: $20 million sales Gross Revenues: $2.4 billion sales
blade (Platinum Plus) should be Event Year End: 1969 Subjects: Consumer goods; Control
positioned in three countries (U.K., Subjects: Advertising; Consumer systems; Marketing information systems;
Germany, and Brazil), each with different goods; International marketing; Marketing planning; Planning systems;
market conditions. Describes company Multinational corporations; New product Product management; Product portfolio
and blade background. marketing; Pricing strategy management
Geographic Setting: United Kingdom; Length: 27p Length: 21p
Germany; Brazil Supplementary Materials: Teaching
Industry Setting: Blades & razor 502S24 Note, (589086), 15p, by Thomas V.
industry Title: Gillette Personal Care Division: Bonoma
Company Size: Fortune 500 Marketing Planning and Control,
Gross Revenues: $500 million sales Spanish Version 574058
Event Year End: 1969 Author(s): Bonoma, Thomas V.; Clark, Title: Gillette Safety Razor Division:
Subjects: Consumer goods; Bruce H. Blank Cassette Project
International marketing; Marketing Publication Date: 08/09/2002 Author(s): Star, Stephen H.
strategy; Multinational corporations; Product Type: LACC Case Publication Date: 01/01/1974
Product introduction Abstract: Bill Ryan, president of the Revision Date: 01/30/1987
Length: 18p Gillette Co.'s Personal Care Division, is Product Type: Case (Field)
considering changing the division's Abstract: Gillette is trying to decide
574061 planning and control system for whether to enter the fast-growing blank
Title: Gillette International (B) marketing. White Rain, the division's recording cassette business. The vice
Author(s): Sorenson, Ralph Z., II; most recent success, had been president of new business development
Traupe RL launched by taking shortcuts through the is charged with developing a marketing
Publication Date: 02/01/1974 system, while other marketing programs plan to be used as the basis for a go/no
Product Type: Case (Field) the system produced sometimes still go decision. In part, the issue is whether
Abstract: Gillette proposes to introduce faltered. The case examines the Gillette can transfer its distinct
a new razor blade on an international components of a planning and control competence to a new but related market.
basis. Issue concerns how the new system for marketing, criteria for good The problem is compounded by the rapid
blade (Platinum Plus) should be systems and good programs, and ways changes characteristic of a market early
positioned in three countries (U.K., that marketing managers work with a in its life cycle.
Germany, and Brazil), each with different system. Geographic Setting: United States
market conditions. Describes the Geographic Setting: Boston, MA Industry Setting: Consumer products
Company Size: Fortune 500 Business/UWO customers' queries, it tends to serve only
Gross Revenues: $600 million sales Abstract: Glegg Water Co. is an a few distinct groups and not all
Subjects: Consumer goods; Market international company that specializes in customers, and is not about to replace
analysis; Market research; Marketing customizing premanufactured customer service or other media
strategy; Product lines; Sales components into full industrial water advertising--at least not yet.
promotions treatment systems. In the early 1990s, Subjects: Advertising media;
Length: 11p the water treatment industry had Advertising strategy; Internet; Marketing
introduced a process that removes management; Marketing strategy; World
591023 charged particles from water used in Wide Web
Title: Giovanni Buton: International industrial applications. This technology Length: 10p
Marketing Strategy was superior to resin technology
Author(s): Buzzell, Robert D.; Smith, because it was more environmentally 599063
Geoffrey W. sound and more reliable. However, its Title: Global Beer
Publication Date: 08/21/1990 applications were limited to low water Author(s): Arnold, David J.; Hirschfeld,
Product Type: Case (Field) flows. Glegg, through its development of A. Barry, Jr.
Abstract: Describes the situation the E-Cell, refined the technology, Publication Date: 11/02/1998
confronting Giovanni Buton, an Italian making it available to high water flow Revision Date: 06/15/2001
distiller and beverage distributor, in operations. Despite the clear Product Type: Case (Field)
1989. The market for distilled spirits was technological superiority, Glegg was Abstract: Two young American
declining and the spirits industry was finding it difficult penetrating the market. entrepreneurs working in Japan have
consolidating via mergers and The CEO must develop a strategy and rapidly established an importing
acquisitions on a worldwide basis. marketing plan that will make E-Cell the business to take advantage of new
"Global brands" such as Dewar's Scotch industry standard. regulations permitting microbrewers and
were gaining share at the expense of Geographic Setting: Canada brewpubs. Options for further growth
local products. The process of market Industry Setting: Water, sewage & include an international brewpub
integration in the EC was scheduled to other systems franchise, alliances with Japanese
be completed by the end of 1992. In the Company Size: mid-size trading houses, or an innovative green
face of these changes in the Subjects: Competition; Competitive tea beer.
marketplace, what should Buton's advantage; Industrial markets; Marketing Geographic Setting: Japan; United
strategy be for improving its position in planning; Marketing strategy; Values States
Europe? Length: 11p Industry Setting: Beef industry
Geographic Setting: Europe Supplementary Materials: Teaching Company Size: start-up
Industry Setting: Liquor Note, (801M03), 14p, by Pratima Bansal, Number of Employees: 12
Gross Revenues: 151.6 billion lire sales Ryan Maund Gross Revenues: $3 million revenues
Subjects: Beverages; Europe; NEW Subjects: Beverages; Entrepreneurial
International marketing; Marketing management; Imports; International
strategy; Multinational corporations; BH032 marketing; Japan
Product positioning Title: Global Advertising and the World Length: 15p
Length: 13p Wide Web
Supplementary Materials: Teaching Author(s): Kassaye, W. Wossen R0306Z
Note, (591058), 7p, by Robert D. Buzzell Publication Date: 05/15/1997 Title: The Global Brand Face-Off
Product Type: Business Horizons (Commentary for HBR Case Study)
F0607E Article Author(s): Raman, Anand P.;
Title: Give Me That Old-Time Motivation Publisher: Business Horizons/Indiana Thompson, Peter M.; Aaker, Jennifer L.;
Author(s): Friedman, Walter A. University Manwani, Harish; Clift, Simon; Kotabe,
Publication Date: 07/01/2006 Abstract: The potential to reach so Masaaki "Mike"
Product Type: Harvard Business many diverse markets makes the Web Publication Date: 06/01/2003
Review Article immensely attractive for global Product Type: Harvard Business
Abstract: People remember the advertising. This prospect Review Article
salesman, but rarely is the sales notwithstanding, compared to television Abstract: Espoir Cosmetics has
manager recognized in the history and radio, there are lots of things about received a tantalizing offer: sponsorship
books. Still, some old-time sales the Web that fit into the category of "at of the sequel to the Hollywood hit
leadership techniques may hold the key least not yet." High expectations have Diana's She Devils. For Natasha Singh,
to present-day success. caused hype to overtake reality. the U.S.-based company's global
Subjects: NO Decisions about a WWW presence must marketing officer, the movie is an ideal
SUBJECTS(KEYWORDS) address such questions as: In what vehicle for global brand building. As the
Length: 3p ways is the Web different from traditional film is released in each country, Espoir
Year New: 2006 media? Is it appropriate for every firm? If can launch tie-in lipsticks and nail
it is to be used, how can the Web polishes. But some of Espoir's regional
complement other aspects of a firm's executives don't see it that way. One of
901M03
marketing strategy? An evaluation matrix them--Vasylko Mazur, the head of
Title: Glegg Water Co. and the E-Cell:
analyzes Web potential according to Eastern European operations and
Securing the Adoption of a Superior
brand equity, global presence, and Tasha's old friend--is particularly upset.
Technology
consumer characteristics. Overall, the "Tasha," he says, "you don't realize how
Author(s): Bansal, Pratima; Maund,
focus should be on how to integrate Web different Eastern Europe is from the rest
Ryan
advertising with existing media activities. of the world. Movie-based promotions
While the Web does change the way won't do anything for my sales." Tasha
companies prepare ads and handle understands his point of view. When she
was Espoir's marketing head in India, Product Type: Harvard Business Beamish, Anthony Goerzen
she had to fight for her unconventional Review Article
local initiatives. But she has come to Abstract: Espoir Cosmetics has 902A23
believe that tastes are changing rapidly received a tantalizing offer: sponsorship Title: Global Healthcare Exchange
all over the world. From Eastern Europe of the sequel to the Hollywood hit Canada: Trade Exchange Adoption
to the smallest towns in India, customers Diana's She Devils. For Natasha Singh, Author(s): Deutscher, Terry H.; Gruber,
want the products they see on TV, in the the U.S.-based company's global Dana
movies, and in international magazines. marketing officer, the movie is an ideal Publication Date: 12/09/2002
Should Espoir take its new branding vehicle for global brand building. As the Product Type: Case (Field)
initiative global? May be used with: film is released in each country, Espoir Publisher: Richard Ivey School of
(R0306X) The Global Brand Face-Off can launch tie-in lipsticks and nail Business/UWO
(HBR Case Study). polishes. But some of Espoir's regional Abstract: Global Healthcare Exchange
Subjects: NO executives don't see it that way. One of Canada is a business-to-business
SUBJECTS(KEYWORDS) them--Vasylko Mazur, the head of exchange that connects hospitals and
Length: 3p Eastern European operations and their major suppliers through an
Year New: 2005 Tasha's old friend--is particularly upset. electronic procurement process.
"Tasha," he says, "you don't realize how Founded as a subsidiary of its global
R0306A different Eastern Europe is from the rest parent, the exchange has become the
Title: The Global Brand Face-Off (HBR of the world. Movie-based promotions leading health-care exchange in the
Case Study and Commentary) won't do anything for my sales." Tasha country, but it is still far short of break-
Author(s): Raman, Anand P.; understands his point of view. When she even. To drive adoption among hospitals
Thompson, Peter M.; Aaker, Jennifer L.; was Espoir's marketing head in India, and suppliers to the target levels, Global
Manwani, Harish; Clift, Simon; Kotabe, she had to fight for her unconventional Healthcare must develop a compelling
Masaaki "Mike" local initiatives. But she has come to value proposition. This requires
Publication Date: 06/01/2003 believe that tastes are changing rapidly overcoming considerable inertia among
Product Type: Harvard Business all over the world. From Eastern Europe hospitals that are often reluctant to
Review Article to the smallest towns in India, customers change their frequently inefficient
Abstract: Espoir Cosmetics has want the products they see on TV, in the purchasing processes. Despite the major
received a tantalizing offer: sponsorship movies, and in international magazines. benefits to be realized from automating
of the sequel to the Hollywood hit Should Espoir take its new branding supply chain operations in the industry,
Diana's She Devils. For Natasha Singh, initiative global? May be used with: the adoption decision process among
the U.S.-based company's global (R0306Z) The Global Brand Face-Off hospitals is highly complex and
marketing officer, the movie is an ideal (Commentary for HBR Case Study). idiosyncratic. In confronting these
vehicle for global brand building. As the Subjects: NO challenges, the exchange must also re-
film is released in each country, Espoir SUBJECTS(KEYWORDS) examine its own business model, in
can launch tie-in lipsticks and nail Length: 5p particular its pricing strategy for both
polishes. But some of Espoir's regional Year New: 2005 suppliers and hospitals.
executives don't see it that way. One of Geographic Setting: Canada
them--Vasylko Mazur, the head of 900A19 Industry Setting: Health care industry
Eastern European operations and Title: The Global Branding of Stella Company Size: mid-size
Tasha's old friend--is particularly upset. Artois Subjects: Automation; Canada; Health
"Tasha," he says, "you don't realize how Author(s): Beamish, Paul W.; Goerzen, services; Marketing planning; Marketing
different Eastern Europe is from the rest Anthony strategy; Pricing strategy; Purchasing;
of the world. Movie-based promotions Publication Date: 10/19/2000 Suppliers; Supply chain
won't do anything for my sales." Tasha Revision Date: 08/29/2006 Length: 17p
understands his point of view. When she Product Type: Case (Field) Supplementary Materials: Teaching
was Espoir's marketing head in India, Publisher: Richard Ivey School of Note, (802A23), 15p, by Terry H.
she had to fight for her unconventional Business/UWO Deutscher, Dana Gruber
local initiatives. But she has come to Abstract: Interbrew had developed into Year New: 2004
believe that tastes are changing rapidly the world's 4th largest brewer by
all over the world. From Eastern Europe acquiring and managing a large portfolio 591084
to the smallest towns in India, customers of national and regional beer brands in Title: Global Marketing Management,
want the products they see on TV, in the markets around the world. Recently, Video Index
movies, and in international magazines. senior management had decided to Author(s): Quelch, John A.
Should Espoir take its new branding develop one of their premium beers, Publication Date: 06/03/1991
initiative global? Stella Artois, as a global brand. The Product Type: Supplement
Subjects: Brand management; Brands; early stages of Interbrew's global Abstract: Designed for use with Global
Globalization; HBR Case Discussions; branding strategy and tactics are Marketing Management, Video (9-891-
International business; Marketing examined. 511). Must be used with: (891511)
strategy; Product positioning Geographic Setting: Global Global Marketing Management, Video.
Length: 9p Industry Setting: Beer Industry Setting: Advertising industry
NEW Company Size: large Subjects: Advertising; Marketing
Subjects: Beverages; Brands; management; Multinational corporations
R0306X International marketing Length: 1p
Title: The Global Brand Face-Off (HBR Length: 23p
Case Study) Supplementary Materials: Teaching
503S57
Author(s): Raman, Anand P. Note, (800A19), 7p, by Paul W.
Title: Glossary of Marketing Terms,
Publication Date: 06/01/2003 Spanish Version
Author(s): Tedlow, Richard S. Event Year End: 2007 incongruent pricing structures;
Publication Date: 09/01/1981 Subjects: NO protecting a channel's network from
Revision Date: 07/30/1987 SUBJECTS(KEYWORDS) competitive attack; and gray markets.
Product Type: LACC Note Length: 25p May be used with Going to Market,
Abstract: Provides definitions of Year New: 2008 Course Module.
marketing terms. Subjects: Distribution channels;
Subjects: Marketing mixes 507026 Industrial markets; Marketing
Length: 24p Title: Go Red For Women: Raising management
Heart Health Awareness Length: 500p
582044 Author(s): Rangan, V. Kasturi; Bell, List Price: $39.95
Title: Glossary of Marketing Terms Marie
Author(s): Tedlow, Richard S. Publication Date: 09/21/2006 503S83
Publication Date: 09/01/1981 Revision Date: 09/12/2007 Title: Going to Market, Spanish Version
Revision Date: 07/30/1987 Product Type: Color Case Author(s): Dolan, Robert J.
Product Type: Note Abstract: In 2003, the $654 million Publication Date: 01/06/1999
Abstract: Provides definitions of American Heart Association (AHA) Revision Date: 10/30/2000
marketing terms. approached Cone, Inc. (a brand and Product Type: LACC Note
Subjects: Marketing mixes communications agency) to develop a Abstract: Describes the major issues in
Length: 24p corporate sponsorship strategy that deciding how to reach the market.
would raise $75 million over three years. Covers issues of channel design and
594014 Within 12 months, the AHA launched the channel management.
Title: Glossary of Retail Terms highly successful Go Red For Women Subjects: Distribution channels;
Author(s): Bell, David E.; Starr, Dinny campaign to help women understand Marketing management
Publication Date: 08/09/1993 their risk for heart disease. But Go Red Length: 10p
Product Type: Miscellaneous became more than a fundraising vehicle.
Educational Material It energized the AHA and its 22 million 599078
Abstract: Presents a glossary of terms volunteers, and potentially sparked a Title: Going to Market
commonly used when discussing long-term movement focused on women Author(s): Dolan, Robert J.
retailing practices. and their prevention of heart disease. Publication Date: 01/06/1999
Industry Setting: Retail industry; Retail Traces the development of the Revision Date: 10/30/2000
industry relationship between Cone and the AHA Product Type: Note
Subjects: Retailing and the development of the Go Red For Abstract: Describes the major issues in
Length: 7p Women campaign. Challenges students deciding how to reach the market.
to assess the success of Go Red and its Covers issues of channel design and
impact on the AHA and its goals. channel management.
585077
Concludes by summarizing three of the Subjects: Distribution channels;
Title: Glossary of Technical Terms for
AHA's other health initiatives and Marketing management
Personal Computers
questions the appropriate role for the Length: 10p
Author(s): Quelch, John A.; Collins NA
AHA and cause marketing.
Geographic Setting: United States
Product Type: Supplement (Note) HKU757
Industry Setting: Nonprofit
Abstract: Glossary of personal Title: Goldlion: Winning over Hong
Gross Revenues: $654 million
computer terms. To be used with Kong's Hip Generation
revenues
Rainbow Systems, Inc. (A) and Note on Author(s): Chan, Isabella; Zhou, Kevin
the Personal Computer Industry Publication Date: 03/10/2008
(January 1983). Must be used with: Product Type: Case (Field)
Subjects: NO
(584090) Rainbow Systems, Inc. (A); Publisher: University of Hong Kong
SUBJECTS(KEYWORDS)
(584092) Note on the Personal Abstract: In 2007, Goldlion, one of
Length: 21p
Computer Industry (January 1983). Hong Kong's oldest menswear brands,
Industry Setting: Computer industry opens the first Goldlion Accessories
Note, (5-509-017), 12p, by Marie Bell, V.
Subjects: Competition; Computer store in the city as part of its plan to
Kasturi Rangan
industry; Consumer marketing; rejuvenate its brand image. The
Development stage enterprises; company aims to promote Goldlion as a
Distribution planning; Market selection; 202X youthful and trendy brand by creating a
Product positioning Title: Going to Market: Distribution fresh, chic and elegant appearance while
Length: 4p Systems for Industrial Products maintaining its sophisticated image. By
(Hardcover) rejuvenating its brand image, Goldlion
Author(s): Corey, E. Raymond; hopes to regain its Hong Kong market,
508023
Cespedes, Frank V.; Rangan, V. Kasturi especially the younger segment. This
Title: Go Mobile
Publication Date: 01/01/1988 case illustrates the rise and fall of a
Author(s): Lal, Rajiv; Ross, Catherine
Product Type: HBS Press Book Hong Kong-born apparel brand. It can be
Abstract: Culminating a multiyear used to teach students to identify the
research project involving more than 60 types of marketing information needed to
companies, this is an authoritative book help a company answer its doubts and
this product.
on the management of business-to- devise a viable strategy in order to
Geographic Setting: India
business distribution channels. Here is achieve its goals. The case can also be
Industry Setting: Cellphone; Retail
valuable advice on such key issues as: used as a learning tool for designing an
industry; Telecommunications industry
basic channel design; minimizing inter- appropriate ad-hoc market research
and intrachannel competition, managing plan.
Geographic Setting: China; Europe; whether to expand Goodyear's conflicts and management issues arising
Hong Kong; Malaysia; Singapore distribution network. Also explores in mature product categories.
Industry Setting: Retail industry issues involved in managing a complex Geographic Setting: Akron, OH
Subjects: NO distribution structure during a time of Industry Setting: Tire industry
SUBJECTS(KEYWORDS) rapid change. Company Size: Fortune 500
Length: 17p Geographic Setting: Akron, OH Gross Revenues: $2 billion revenues
Supplementary Materials: Teaching Industry Setting: Tire industry Subjects: Distribution channels;
Note, (HKU758), 8p, by Isabella Chan, Company Size: Fortune 500 Distribution planning; Marketing
Kevin Zhou Number of Employees: 105,000 implementation; Marketing management;
Gross Revenues: $10.9 billion Marketing strategy; New product
F99503 revenues marketing; Tire industry
Title: Good Cause, Good Business Subjects: Distribution channels; Length: 13p
Author(s): Welsh, Jerry C. Distribution planning; Marketing Supplementary Materials: Teaching
Publication Date: 09/01/1999 implementation; Marketing management; Note, (500044), 9p, by Samuel Chun
Product Type: Harvard Business Marketing strategy; New product
Review Article marketing; Tire industry BH249
Abstract: A lot of companies have Length: 23p Title: Got Slogan? Guidelines for
launched marketing campaigns tied to Creating Effective Slogans
charitable causes. But according to Jerry 594106 Author(s): Kohli, Chiranjeev;
Welsh, one of the pioneers of cause- Title: Goodyear: The Aquatred Launch Leuthesser, Lance; Suri, Rajneesh
related marketing, most of the programs Author(s): Quelch, John A.; Isaacson, Publication Date: 09/15/2007
fail to create real benefits for either the Bruce Product Type: Case (Field)
companies or the charities. Publication Date: 07/23/1993 Publisher: Business Horizons/Indiana
Subjects: Consumer marketing; Revision Date: 09/07/1994 University
Marketing strategy Product Type: Case (Field) Abstract: Slogans are a key element of
Length: 2p Abstract: After many years of R&D, a brand's identity and contribute to a
Goodyear has developed the Aquatred, brand's equity. In today's marketplace,
83611 an innovative new tire. However, the tire almost all brands employ slogans; they
Title: Good Product Support Is Smart industry has matured and evolved, enhance a brand's image, aid in its
Marketing raising questions concerning the recognition and recall, and help create
Author(s): Lele, Miland M.; Karmarkar, Aquatred's ability to gain support from brand differentiation in consumers'
Uday Goodyear's independent tire dealers. minds. While there is general consensus
Publication Date: 11/01/1983 Students must use information on on the importance of the device itself,
Product Type: Harvard Business channel evolution and consumer little agreement exists as to what
Review Article behavior to make two decisions: constitutes a successful slogan.
Abstract: When making purchases, whether to launch the Aquatred and Although marketing managers use
customers have expectations about the whether to expand Goodyear's slogans extensively, they are often at a
level of post-purchase support. distribution network. Also explores loss when it comes to creating them. In
Companies need to have an explicit issues involved in managing a complex turn, this leads to ineffective use of
support strategy. They should centralize distribution structure during a time of slogans and, ultimately, the possibility of
responsibility for product support, factor rapid change. a surprisingly poor linkage between a
support needs into product design early, Geographic Setting: Akron, OH brand and its slogan, even among the
and consider what is important to Industry Setting: Tire industry most well known brands. To explore this
customers. Company Size: Fortune 500 phenomenon, surveys articles from a
Subjects: Customer relations; Customer Number of Employees: 105,000 variety of academic streams related to
service; Marketing strategy; Product Gross Revenues: $10.9 billion slogans, and also looks at industry
management; Product planning & policy revenues publications for relevant case studies.
Length: 9p Subjects: Distribution channels; Proposes a series of guidelines for the
Distribution planning; Marketing strategy behind slogans, and on creation
implementation; Marketing management; and utilization of effective slogans.
503S56
Marketing strategy; New product Subjects: NO
Title: Goodyear: The Aquatred Launch,
marketing; Tire industry SUBJECTS(KEYWORDS)
Spanish Version
Author(s): Quelch, John A.; Isaacson,
Bruce
Note, (595016), 14p, by John A. Quelch
BESTSELLER 571071
Product Type: LACC Case Title: Gould, Inc.: Graphics Division
Abstract: After many years of R&D, 500039 Author(s): Sorenson, Ralph Z., II;
Goodyear has developed the Aquatred, Title: Goodyear: The Aquatred Launch Wiechmann, Ulrich E.
an innovative new tire. However, the tire (Condensed) Publication Date: 04/01/1971
industry has matured and evolved, Author(s): Chun, Samuel Revision Date: 02/29/1984
raising questions concerning the Publication Date: 11/03/1999 Product Type: Case (Field)
Aquatred's ability to gain support from Revision Date: 11/09/1999 Abstract: Describes the decision of a
Goodyear's independent tire dealers. Product Type: Case (Field) battery manufacturer to diversify into the
Students must use information on Abstract: Goodyear is planning to computer field through acquisition and
channel evolution and consumer launch an innovative new tire in a price the development of a new product.
behavior to make two decisions: sensitive and highly competitive Among the issues to be discussed are
whether to launch the Aquatred and category. The case deals with channel the company product fit, phases in new
product introduction, product positioning, Year New: 2004 Abstract: Raises the issue of how a new
and distribution strategy. district sales manager should handle his
Geographic Setting: Midwestern United 504047 first monthly sales meeting. Must be
States Title: Grafica, Inc.: Winning the New used with: (575124) Grafton Industries
Industry Setting: Computer industry Jersey Lottery (C) (A).
Gross Revenues: $370 million sales Author(s): McGovern, Gail Industry Setting: Tool
Event Year End: 1969 Publication Date: 09/15/2003 Subjects: Sales management; Tools
Subjects: Acquisitions; Computer Revision Date: 09/09/2004 Length: 2p
industry; Distribution channels; Product Type: Supplement (Field)
Diversification; Marketing strategy; Abstract: An abstract is not available for 575127
Product introduction; Product lines; this product. Must be used with: Title: Grafton Industries (D)
Product positioning (504040) Grafica, Inc.: Winning the New Author(s): Shapiro, Benson P.
Length: 19p Jersey Lottery (A). Publication Date: 06/01/1975
Subjects: Advertising; Bids; Consumer Revision Date: 05/01/1976
504040 marketing; Customer relations; Market Product Type: Supplement (Gen Exp)
Title: Grafica, Inc.: Winning the New segmentation; Marketing mixes; Abstract: Presents four typical field
Jersey Lottery (A) Marketing planning sales management problems including
Author(s): McGovern, Gail Length: 3p the lazy salesman, alcoholic salesman,
Publication Date: 09/15/2003 Supplementary Materials: Teaching prematurely retired salesman, and older
Revision Date: 09/09/2004 Note, (507023), 13p, by Gail McGovern salesman. Must be used with: (575124)
Product Type: Case (Field) Year New: 2004 Grafton Industries (A).
Abstract: Debra Taeschler, CEO of Industry Setting: Tool
Grafica, is considering how to structure 575124 Subjects: Sales management; Tools
her agency's bid for the New Jersey Title: Grafton Industries (A) Length: 6p
Lottery account. The Lottery is facing Author(s): Shapiro, Benson P.
declining sales in all major categories Publication Date: 06/01/1975 575128
and plans to slash its 1999 marketing Product Type: Case (Gen Exp) Title: Grafton Industries (E)
budget by 32%. Taeschler is debating Abstract: Harry Oats has been Author(s): Shapiro, Benson P.
whether to take a conservative approach appointed a district sales manager. This Publication Date: 06/01/1975
and submit a bid that builds on the case contains material on the district, its Product Type: Supplement (Gen Exp)
Lottery's current product-focused eight salespeople, and their territories. Abstract: The new district manager is
marketing strategy or take a riskier Focuses on deployment. called upon to: 1) recommend salary
approach and advocate an entirely new Geographic Setting: United States changes, 2) prepare for performance
umbrella branding campaign. May be Industry Setting: Hand tools & power appraisals, 3) set quotas, and 4) develop
used with: (504046) Grafica, Inc.: tools an evaluation format. Must be used with:
Winning the New Jersey Lottery (B). Company Size: mid-size (575124) Grafton Industries (A).
Geographic Setting: New Jersey Gross Revenues: $270 million sales Industry Setting: Tool
Industry Setting: Advertising industry Subjects: Sales management; Sales Subjects: Performance appraisal; Sales
Number of Employees: 50 strategy; Tools compensation; Sales management;
Subjects: Advertising; Bids; Consumer Length: 13p Tools
marketing; Customer relations; Market Supplementary Materials: Supplement Length: 3p
segmentation; Marketing mixes; (Gen Exp), (575125), 2p, by Benson P.
Marketing planning Shapiro; Supplement (Gen Exp), 508036
Length: 12p (575126), 2p, by Benson P. Shapiro; Title: Grand Central Publishing (A)
Supplementary Materials: Supplement Supplement (Gen Exp), (575127), 6p, by Author(s): Elberse, Anita
(Field), (504047), 3p, by Gail McGovern; Benson P. Shapiro; Supplement (Gen Publication Date: 08/31/2007
Teaching Note, (507023), 13p, by Gail Exp), (575128), 3p, by Benson P. Revision Date: 07/14/2008
McGovern Shapiro Product Type: Case (Field)
Year New: 2004
Abstract: In April 2007, Grand Central's
575125 publisher Jamie Raab and editor Karen
504046 Title: Grafton Industries (B) Kosztolnyik were involved in a frantic
Title: Grafica, Inc.: Winning the New Author(s): Shapiro, Benson P. bidding war for a proposed book on the
Jersey Lottery (B) Publication Date: 06/01/1975 life of cat Dewey, billed as the feline
Author(s): McGovern, Gail Product Type: Supplement (Gen Exp) answer to the best-selling "Marley & Me:
Publication Date: 09/15/2003 Abstract: Provides background opinion Life and Love with the World's Worst
Revision Date: 09/09/2004 on the eight salesmen introduced in the Dog." Literary agent Peter McGuigan,
Product Type: Color Case (A) case. Must be used with: (575124) who represented the author and ghost
Abstract: An abstract is not available for Grafton Industries (A). writer, had just notified them that a
this product. May be used with: Industry Setting: Tool second publisher seeking to close the
(504040) Grafica, Inc.: Winning the New Subjects: Sales management; Tools deal was "shadowing" Grand Central's
Jersey Lottery (A). Length: 2p every move and a preemptive offer of
Subjects: Advertising; Bids; Consumer well over a million dollars would be
marketing; Customer relations; Market required to secure the acquisition--an
575126
segmentation; Marketing mixes; exceedingly high amount for a book by a
Title: Grafton Industries (C)
Marketing planning first-time author. Should Grand Central
Author(s): Shapiro, Benson P.
Length: 8p continue to bid for Dewey, wait for the
Supplementary Materials: Teaching scheduled auction with several
Product Type: Supplement (Gen Exp)
Note, (507023), 13p, by Gail McGovern interested publishers, or pull out of the
race? Allows for an in-depth examination Revision Date: 02/09/2000 planning; Marketing management;
of new-product acquisition, Product Type: Case (Field) Marketing strategy; Pricing
development, and launch strategies in Abstract: The young entrepreneurs of Length: 8p
the context of the book publishing Granny's Goodies, Inc., a corporate gift
industry. Provides rich insights into how package specialist, face the challenge of 502S43
media and entertainment firms aim to finding ways to create consistent Title: Great American Knitting Mills:
replicate success, and how they find, revenue streams and reduce sales Gold Toe Socks, Spanish Version
foster, and sell potential blockbuster costs. Outside of a few long-term Author(s): Marshall, Cheri T.
products. Also illustrates how similar contracts, the two founders have had to Publication Date: 08/09/2002
efforts by competitors increase each work very hard for each sale. Using Product Type: LACC Case
firm's dependence on a handful of hits. extensive customer information that the Abstract: Gold Toe has an exclusive
Contains detailed unique economic data firm has diligently collected over the distribution policy. Its men's socks are
that illustrate the high level of previous two years, students need to sold only through one department store
concentration in the distribution of sales develop a plan that covers market per city. Executives are trying to decide
and profits across products. By enabling selection, product policy, and whether, and how, to widen distribution
an analysis of the book acquisition, relationship management strategy for and to determine what impact broader
development, and marketing process the firm. distribution would have on the nature of
from the perspective of the publisher, Company Size: start-up the business. Key teaching issues:
author, and agent, serves as a vehicle Number of Employees: 10 distribution channel management; links
for contrasting different approaches to Gross Revenues: $2 million revenues between distribution strategy,
the new product development process. Subjects: Entrepreneurial management; competitive strategy, and cost structure;
Geographic Setting: United States Market segmentation; Marketing strategy nature and replicability of branding; and
Industry Setting: Publishing industry Length: 21p the appropriateness of high-profit goal in
Number of Employees: 7,000 face of increasing competition.
Gross Revenues: $2.6 billion revenues IMD073 Geographic Setting: New York, NY
Event Year Start: 2007 Title: Grasse Fragrances SA Industry Setting: Hosiery
Event Year End: 2007 Author(s): Hayes, Michael Gross Revenues: $18 million sales
Subjects: NO Publication Date: 01/01/1989 Subjects: Brands; Clothing; Distribution
SUBJECTS(KEYWORDS) Revision Date: 03/06/2003 channels; Distribution planning;
Length: 20p Product Type: Case (Field) Marketing strategy; Retailing
Supplementary Materials: Teaching Publisher: IMD - International Institute Length: 19p
Note, (508089), 16p, by Anita Elberse for Management Development Year New: 2008
Year New: 2007 Abstract: Provides background on a
number of sales force management 581144
590056 issues facing the firm as it modifies its Title: Great American Knitting Mills:
Title: Grand Metropolitan ... Adding strategy to reflect changes in the Gold Toe Socks
Value to Foods fragrances industry and its customers' Author(s): Marshall, Cheri T.
Author(s): Goldberg, Ray A.; Shaner, buying practices. Can be used to Publication Date: 09/01/1981
Janet sensitize students to the issues facing Revision Date: 04/30/1984
Publication Date: 11/27/1989 MNCs and/or to require them to develop Product Type: Case (Field)
Revision Date: 12/15/1989 or consider options to deal with the Abstract: Gold Toe has an exclusive
Product Type: Case (Field) issues. distribution policy. Its men's socks are
Abstract: Grand Metropolitan is a British Geographic Setting: France sold only through one department store
company that has focused its business Industry Setting: Fragrance industry per city. Executives are trying to decide
in three specific sectors: food, drink, Subjects: Consumer goods; France; whether, and how, to widen distribution
and retailing. In implementing this Sales management; Strategic market and to determine what impact broader
strategy they acquired Pillsbury in planning distribution would have on the nature of
December 1988. The case focuses on Length: 14p the business. Key teaching issues:
Grand Met's implementation of the Supplementary Materials: Teaching distribution channel management; links
strategy in this acquisition. Illustrates Note, (IMD074), 8p, by Michael Hayes between distribution strategy,
four specific trends in the food industry: NEW competitive strategy, and cost structure;
globalization, low cost production, nature and replicability of branding; and
technology to develop new products, 88403 the appropriateness of high-profit goal in
and the importance of building brands. Title: Gray Markets: Causes and Cures face of increasing competition.
Geographic Setting: Global Author(s): Cespedes, Frank V.; Corey, Geographic Setting: New York, NY
Industry Setting: Food & beverage E. Raymond; Rangan, V. Kasturi Industry Setting: Hosiery
industries Publication Date: 07/01/1988 Gross Revenues: $18 million sales
Company Size: large Product Type: Harvard Business Subjects: Brands; Clothing; Distribution
Gross Revenues: $15 billion revenues Review Article channels; Distribution planning;
Subjects: Acquisitions; Food; Strategy Abstract: Gray markets may be the Marketing strategy; Retailing
implementation result of natural forces like maturity in a Length: 16p
Length: 30p product life cycle (when price emerges Supplementary Materials: Teaching
as the key factor in purchases) or Note, (585111), 8p, by Robert J. Dolan
500049 dislocations in foreign exchange rates.
Title: Granny's Goodies, Inc. Gray markets are also convenient 603011
Author(s): Korman, Kathy; Narayandas, channels for distributors and producers, Title: Great Dakota Bank: Online
Das and so represent opportunities. Banking
Publication Date: 11/25/1999 Subjects: Distribution; Distribution Author(s): Frei, Frances X.; Moon,
Youngme; Rodriguez-Farrar, Hanna Subjects: NO recommendations on the larger issues

Publication Date: 08/07/2002 SUBJECTS(KEYWORDS) account for the necessary integration of
Revision Date: 06/13/2006 Length: 344p the 4Ps.
Product Type: Case (Gen Exp) List Price: $35.00 Subjects: NO
Abstract: In 2002, Great Dakota Bank's Year New: 2008 SUBJECTS(KEYWORDS)
retail division is considering how heavily Length: 11p
it should be promoting the company's 594047 Supplementary Materials: Teaching
online banking service. A recent Title: Green Marketing at Rank Xerox Note, (UV0788), 11p, by Marian C.
promotional campaign appears to have Author(s): Rayport, Jeffrey F.; VanThiel, Moore, Geraldine R. Henderson, Ronald
significantly increased enrollments in Joep T. Wilcox
online banking, but it is unclear whether Publication Date: 06/29/1994 Year New: 2008
the bank should continue to trade Product Type: Case (Field)
promotional incentives for online Abstract: Xerox Corp. is on the verge of 75AX10
subscriptions. Contains data that force launching a new line of photocopiers Title: Grenadier Chocolate Co. Ltd.:
students to consider the impact of made largely from refurbished or Milkmate
adding a new low-cost channel (the recycled parts. In spite of this reclaimed Author(s): Nourse, Robert E.M.
Internet) on consumer behavior; this content, the company intends to position Publication Date: 01/01/1975
analysis raises questions about whether the machines as "new." The move is a Revision Date: 10/24/1994
the new channel does, in fact, lower the response to growing environmental Product Type: Case (Field)
cost to serve customers. pressures in Western Europe and Publisher: Richard Ivey School of
Industry Setting: Banking industry throughout the world. The challenge is Business/UWO
Subjects: Banking; Consumer behavior; how to bring the new line to market, Abstract: A Canadian businessman with
Consumer marketing; Customer especially with respect to pricing and extensive experience in consumer
relations; Financial services; High promotion. packaged goods marketing for a large
technology products; Innovation; Internet Geographic Setting: Europe U.S.-owned multinational decides to start
Length: 17p Industry Setting: Copier industry his own company. After an extensive
NEW Company Size: Fortune 500 search, he selects a product to compete
Subjects: Environmental protection; in the milk-modifying market with Nestle,
1735 Industrial markets; Office equipment; Hershey, and Cadbury. The new product
Title: Greater Good: How Good Product introduction has several attribute advantages, and
Marketing Makes for Better Democracy Length: 31p consumer panel test data are included.
(Hardcover) Supplementary Materials: Teaching Students are asked to prepare a
Author(s): Quelch, John A.; Jocz, Note, (595091), 7p, by Jeffrey F. marketing program within the constraints
Katherine Rayport of available financial resources.
Publication Date: 12/28/2007 Withdrawn 01/23/97 per Ivey School of
Product Type: HBS Press Book UV0787 Business.
Abstract: Marketing has a greater Title: Green Ox Geographic Setting: Canada
purpose, and marketers, a higher calling, Author(s): Moore, Marian C.; Industry Setting: Consumer products
than simply selling more widgets, Henderson, Geraldine R.; Wilcox, Company Size: small
according to John Quelch and Katherine Ronald T. Subjects: Canada; Consumer goods;
Jocz. In "Greater Good", the authors Publication Date: 07/11/2007 Consumer marketing; Development
contend that marketing performs an Product Type: Case (Field) stage enterprises; Marketing planning;
essential societal function--and does so Abstract: Ever find yourself looking for Product introduction
democratically. They maintain that the perfect case for an exam or mid- Length: 9p
people would benefit if the realms of term? They can be quite rare. "Green
politics and marketing were informed by Ox" was written specifically for a mid- 579012
one another's best principles and term exam in an MBA Marketing Title: Grey Advertising/Canada Dry
practices. Quelch and Jocz lay out the Management class. Rather than focus Account
six fundamental characteristics that on one particular concept or issue (e.g., Author(s): Ward, Scott; Cline, Craig E.
marketing and democracy share: (1) segmentation, product line depth), the Publication Date: 08/01/1978
exchange of value, such as goods, case challenges students to develop a Revision Date: 10/01/1979
services, and promises, (2) consumption marketing strategy for a food and Product Type: Case (Field)
of goods and services, (3) choice in all beverage manufacturer's new line of Abstract: After taking over Canada
decisions, (4) free flow of information, (5) sports beverages that contain beneficial Dry's mixers account in 1966, Grey
active engagement of a majority of antioxidants. Focal decisions include Advertising assembled a successful ad
individuals, and (6) inclusion of as many choosing a segmentation scheme(s), campaign that increased ginger ale sales
people as possible. Without these six choosing a specific target segment(s), significantly. But Canada Dry's market
traits, both marketing and democracy and articulating a positioning share for ginger ale and its other mixer
would fail, and with them, society. statement(s) for the new product--in light products had remained the same or
Drawing on current and historical of market trends, customer information, declined during this period. A consumer
examples from economies around the and competitor positions. Students must research study, using psychographics
world, this landmark work illuminates also make recommendations regarding and various demographic and attitudinal
marketing's critical role in the the product name, number of products in techniques, is commissioned by Canada
development, growth, and governance of the line, and the price (including a break- Dry as a prelude to a $2 million ad
societies. It reveals how good marketing even analysis). Distribution and campaign designed to arrest the market
practices improve the political process promotion issues are downplayed, yet share trend. Various consumer behavior,
and--in turn--the practice of democracy there is sufficient information to research, and managerial issues are
itself. determine whether students' raised by the study. Grey Advertising
must now develop a strategy based on WW-HK/China) is repositioning itself marketing considerations. He is much
the results of this study. through defined e-marketing and CRM wealthier and less time-poor than
Geographic Setting: New York, NY strategies for the Asian market. younger men and deserves a retail
Industry Setting: Soft drink industry Examines how integral its customer environment that suits his preferences
Company Size: mid-size relationship group is in building a CRM and consumer requirements. The
Gross Revenues: $100 million sales strategy to deliver client value Greydollarfella--not well understood,
Event Year Start: 1968 proposition. Grey WW-HK/China has undervalued, and often marginalized by
Event Year End: 1968 very strong umbrella brand equity, but retail marketing strategies--offers great
Subjects: Advertising campaigns; the brand capital has to be invigorated value for marketers and retailers willing
Advertising strategy; Beverages; through a renewed e-marketing focus. to take the time to understand his
Demographics; Market research; Polls & Constrained by changing market psyche, product and service needs, and
surveys conditions, particularly industry pressure views on the retail experience.
Length: 26p on commission margins, Grey WW- Industry Setting: Marketing research
Supplementary Materials: Teaching HK/China needs to differentiate itself industry; Retail industry
Note, (579047), 7p, by Scott Ward and is assessing CRM's value in Subjects: NO
developing loyal and lifetime customers. SUBJECTS(KEYWORDS)
99A014 However, in a growing Asian market, Length: 6p
Title: Grey China Grey WW-HK/China is in heated Year New: 2006
Author(s): Hulland, John S.; Everatt, competition with other players, including
Donna management consultants, traditional 586015
Publication Date: 10/27/1999 agencies, and pure on-line players who Title: Griffin Corp.
Product Type: Case (Field) are actively pursuing a CRM business Author(s): Bonoma, Thomas V.;
Publisher: Richard Ivey School of focus. Grey WW-HK/China's CRM team Spence, Shirley M.
Business/UWO is in the process of developing an Asia- Publication Date: 11/22/1985
Abstract: Grey China is a subsidiary of specific CRM blueprint for its internal Revision Date: 08/25/1987
Grey Advertising, based in New York. management, something that is Product Type: Case (Field)
Established in 1917, Grey Advertising transferable to Grey's clients. Grey WW- Abstract: Management of the Griffin
offered a variety of marketing and HK/China is considering merging Corp., a small manufacturer and seller of
corporate services through its 377 technology with traditional marketing a broad line of agricultural chemicals that
branches in 88 countries, which philosophy, and the team is expected to had acquired the Kocide Chemical Co.,
employed 10,000 people. This case deliver a proposal that outlines the CRM an $18 million agrichemical company,
provides an overview of how an tools that Grey WW-HK/China should decided to leave the two firms' domestic
advertising agency functions, as well as use to reposition its brand and build sales and marketing organization intact.
illustrates timely advertising industry customer loyalty. Should Griffin and Kocide sales forces
issues, such as specialization and Geographic Setting: Hong Kong be merged, and if so, how? To place that
globalization. The CEO of Grey China Industry Setting: Communications decision in context, the case provides an
must decide whether to launch an industry overview of the agricultural chemicals
interactive services department to Subjects: Brand equity; China; industry, gives background information
capitalize on the potential for a first- Communications industry; Customer on Griffin and Kocide, and documents
mover advantage. Many marketing relations; Implementation; Knowledge the steps taken to date to integrate the
managers in Hong Kong and China were management; Market positioning acquired company into Griffin's
unaware of how interactive marketing Length: 18p organization. Written for use in first year
could be integrated into their marketing Supplementary Materials: Teaching marketing, the classroom objective is to
communications programs. Grey China Note, (HKU165), 13p, by Julie Yu, Ali F. expose students to some of the
had the daunting task of building primary Farhoomand, Shamza Khan, Marissa implementational issues that arise when
market demand for interactive marketing McCauley a company makes a major marketing
communications. acquisition.
Geographic Setting: Hong Kong; China BH200 Geographic Setting: United States
Industry Setting: Service industries Title: The Greydollarfella: An Industry Setting: Agricultural chemical
Company Size: mid-size Endangered Species or a Market industry
Number of Employees: 10,000 Opportunity? Gross Revenues: $64 million sales
Subjects: Advertising; Asia; Corporate Author(s): Ogden-Barnes, Stephen; Subjects: Acquisitions; Agribusiness;
strategy; Market analysis; Marketing Minahan, Stella Chemicals; Marketing organization;
mixes Publication Date: 07/15/2006 Marketing planning; Sales management
Length: 18p Product Type: Business Horizons Length: 23p
Supplementary Materials: Teaching Article
Note, (899A14), 10p, by Donna Everatt Publisher: Business Horizons/Indiana 596054
University Title: Groupe Danone Prepares for the
HKU164 Abstract: Identifies an ignored and Next Century
Title: Grey Worldwide: Strategic endangered species: the mature male Author(s): Goldberg, Ray A.; Ashcroft,
Repositioning Through CRM shopper--the Greydollarfella. Based on Elizabeth
Author(s): Yu, Julie; Farhoomand, Ali current research and interviews, the Publication Date: 10/03/1995
F.; Khan, Shamza; McCauley, Marissa Greydollarfella, unlike younger men, Product Type: Case (Field)
Publication Date: 11/09/2001 appears not to like shopping and, so, is Abstract: Danone is the largest food
Product Type: Case (Field) often ignored by retailers or excluded company in France and is in the top ten
Publisher: University of Hong Kong from the retail environment. We argue in the world, but most of its activity is in
Abstract: Discusses how Grey that the Greydollarfella should be France, Spain, and Italy. How does it
Worldwide Hong Kong and China (Grey included in, not sidelined from, retail and become a global company? Should it?
How does it leverage its leadership in Publication Date: 11/05/2001 Industry Setting: Telecommunications
yogurt, biscuits, and mineral water? Revision Date: 06/27/2003 industry
Geographic Setting: Global Product Type: Case (Field) Company Size: large
Industry Setting: Food & beverage Abstract: Grupo Elektra is Latin Gross Revenues: $1 billion revenues
industries America's largest consumer finance Subjects: Advertising; Communications
Number of Employees: 68,000 company based on credit sales in its industry; International marketing; Mexico
Gross Revenues: 76.8 billion French hard goods retail outlets. It has started to Length: 20p
francs internationalize in Latin America but now
Subjects: Beverages; Food; France; must to decide whether to enter the U.S. 595021
International marketing Hispanic market and which of its two Title: Guinness PLC
Length: 36p core businesses (retail and finance) to Author(s): Goldberg, Ray A.; Kelley,
emphasize. Grant; Travis, Quintus
83116 Geographic Setting: Mexico Publication Date: 09/23/1994
Title: Growing Ventures Can Anticipate Industry Setting: Retail industry Revision Date: 10/20/1994
Marketing Stages Number of Employees: 3,000 Product Type: Case (Field)
Author(s): Tyebjee, Tyzoon T.; Bruno, Gross Revenues: $1.5 billion revenues Abstract: Changing demographics, new
Albert V.; McIntyre, Shelby H. Subjects: International marketing; types of competition, and new attitudes
Publication Date: 01/01/1983 Mexico; Retailing toward alcoholic beverages force the
Product Type: Harvard Business Length: 28p company to rethink priorities.
Review Article Supplementary Materials: Teaching Geographic Setting: Global
Abstract: A growing business evolves Note, (503109), 8p, by David J. Arnold, Industry Setting: Beef industry; Liquor
by adapting to changes in its Alexandra de Royere Gross Revenues: $9 billion revenues
environment through its marketing Subjects: Beverages; Consumer
function. Usually this function goes 503S39 marketing; Corporate strategy;
through four stages: entrepreneurial Title: Grupo Elektra, Spanish Version Demographics; Marketing strategy;
marketing; opportunistic marketing; Author(s): Arnold, David J.; Herrero, United Kingdom
responsive marketing; and diversified Gustavo A.; Monteiro, Luiz Felipe Length: 37p
marketing. Publication Date: 11/05/2001
Subjects: Marketing organization; Product Type: LACC Case 501005
Marketing strategy; Organizational Abstract: Grupo Elektra is Latin Title: Guru.com
development; Small business America's largest consumer finance Author(s): Lal, Rajiv; Leamon, Ann
Length: 4p company based on credit sales in its Publication Date: 09/15/2000
hard goods retail outlets. It has started to Product Type: Case (Field)
509025 internationalize in Latin America but now Abstract: An online resource for
Title: Grupo Bimbo: Growth and Social has to decide whether to enter the U.S. independent professionals must create a
Responsibility Hispanic market and which of its two marketing plan to build brand
Author(s): Garcia-Cuellar, Regina; core businesses (retail and finance) to awareness. Along with the tone and
Rangan, V. Kasturi emphasize. Teaching Purpose: To message of the ads, the executives must
Publication Date: 01/13/2009 examine the growth options facing an choose from several different treatments
Revision Date: 02/23/2009 emerging market retailer with a dominant and media, keeping within their budget.
Product Type: Color Case position in its domestic Mexican market. Geographic Setting: San Francisco, CA
Abstract: Bimbo, headquartered in Geographic Setting: Mexico Industry Setting: Staffing
Mexico with 2008 sales of $7 billion, was Industry Setting: Retail industry Number of Employees: 40
one of the largest bakery companies in Number of Employees: 3,000 Subjects: Electronic commerce;
the world. Even as it had grown Gross Revenues: $1.5 billion revenues Marketing planning
spectacularly in the last several Subjects: International marketing; Length: 30p
decades, the company had earned a Mexico; Retailing
stellar reputation for its Corporate Social Length: 29p
502053
Responsibility. As the company set its Title: H-E-B Own Brands
sights on international expansion, its 504S24 Author(s): Rangan, V. Kasturi; Bell,
third generation CFO, Daniel Servitje, Title: Grupo Televisa S.A. de C.V., Marie
wondered how to keep its growth and Spanish Version Publication Date: 02/05/2002
CSR objectives neatly aligned. Author(s): Quelch, John A.; Ginns, Revision Date: 12/17/2003
Geographic Setting: Mexico Jonathan J. Product Type: Color Case
Industry Setting: Food industry; Retail Publication Date: 06/08/1993 Abstract: H-E-B is a $9 billion grocery
industry Revision Date: 07/07/1995 chain located in Southwest Texas. This
Number of Employees: 100,000 Product Type: LACC Case case focuses on H-E-B's private label
Gross Revenues: $7 billion Abstract: Top management of Univisa, strategy, a product category that
Event Year Start: 2008 the North American subsidiary of the accounts for 19% of H-E-B's sales and
Event Year End: 2008 Mexican media conglomerate Televisa, one that earns gross margins 50%
Subjects: NO meet to determine how to pursue higher than national brands. A leader in
SUBJECTS(KEYWORDS) opportunities to serve the Spanish- its markets, H-E-B is faced with
Length: 22p speaking population in North America. increasing competition, especially from
They must determine how to relate Wal-Mart, which has aggressively
502039 Univisa's market penetration strategy in entered the Texas markets with a series
Title: Grupo Elektra North America to the broader global of "supercenters." Although the case
Author(s): Arnold, David J.; Herrero, expansion strategy of Televisa. specifically focuses on H-E-B's Own
Gustavo A.; Monteiro, Luiz Felipe Geographic Setting: Mexico Brands (private label), it more broadly
raises important strategic questions Event Year End: 1965 Abstract: The Heinz Ketchup product
regarding H-E-B's ability to compete Subjects: Advertising strategy; manager is rolling out a new plastic
effectively in this new market Distribution channels; Food; Pricing bottle. The demand is exceeding
environment. Includes color exhibits. strategy; Sales promotions manufacturing 's ability to supply
Geographic Setting: Texas Length: 19p product. The product manager must
Industry Setting: Grocery stores; Retail decide whether or not to put the trade on
industry 586035 allocation or what other action to take.
Number of Employees: 33,000 Title: H.J. Heinz Co.: Plastic Bottle Geographic Setting: United States
Gross Revenues: $9 billion revenues Ketchup (A) Industry Setting: Packaged food
Subjects: Brands; Competition; Author(s): Quelch, John A.; Teopaco, industry
Customer service; Retailing; John L. Company Size: Fortune 500
Supermarkets Publication Date: 09/04/1985 Subjects: Consumer marketing;
Length: 23p Revision Date: 09/01/1987 Marketing management; Packaging;
Supplementary Materials: Teaching Product Type: Case (Field) Product management; Production
Note, (503006), 8p, by V. Kasturi Abstract: The Heinz Ketchup product planning
Rangan manager must decide whether or not to Length: 7p
launch a new plastic bottle and, if so, Supplementary Materials: Teaching
569011 what marketing program and support to Note, (595024), 8p, by John A. Quelch
Title: H.J. Heinz Co. (A) place behind it.
Author(s): Marshall, Martin V.; Kurtz, Geographic Setting: United States 886527
Ronald Industry Setting: Packaged food Title: H.J. Heinz Co.: Plastic Bottle
Publication Date: 02/01/1969 industry Ketchup, Video of Commercials
Revision Date: 10/19/1987 Company Size: Fortune 500 Author(s): Quelch, John A.
Product Type: Case (Field) Gross Revenues: $3.7 billion sales Publication Date: 12/10/1985
Abstract: A new product manager Subjects: Consumer marketing; Market Product Type: Case Video
develops strategy to reverse a research; Packaging; Product lines; Abstract: Presents commercials to
downward sales trend for Heinz Product management accompany the case, in which the
Ketchup. Length: 25p product manager is deciding on the
Industry Setting: Condiment & sauce Supplementary Materials: Teaching marketing program for a new plastic
industry; Food industry Note, (587132), 10p, by John A. Quelch; bottle. Must be used with: (586035) H.J.
Event Year Start: 1964 Case Video, (886527), 4 min, by John A. Heinz Co.: Plastic Bottle Ketchup (A).
Event Year End: 1964 Quelch Industry Setting: Advertising industry
Subjects: Advertising strategy; Subjects: Advertising; Consumer
Distribution channels; Food; Pricing 586036 marketing; Packaging; Product
strategy; Sales promotions Title: H.J. Heinz Co.: Plastic Bottle management; Sales promotions
Length: 27p Ketchup (B) Length: 4 min
Author(s): Quelch, John A.; Teopaco, List Price: $150.00
569012 John L.
Title: H.J. Heinz Co. (B) Publication Date: 09/18/1985 10115
Author(s): Marshall, Martin V.; Kurtz, Product Type: Case (Field) Title: HBR Case Studies: Marketing
Ronald Abstract: The Heinz Ketchup product Through Minefields
Publication Date: 02/01/1969 manager discovers she does not have Author(s): HBSP, Harvard Business
Product Type: Case (Field) sufficient finished inventory and School Publishi
Abstract: A product manager prepares production capacity to meet trade Publication Date: 01/05/2009
an annual marketing plan for Heinz demand for a new plastic bottle ketchup. Product Type: HBS Press Book
Ketchup. Alternatives include cancelling promotion Abstract: Marketers today face growing
Industry Setting: Condiment & sauce events and putting the trade on expectations, but face the same basic
industry; Food industry allocation. questions: how can you offer customers
Event Year Start: 1964 Geographic Setting: United States what they really want? Is your brand
Event Year End: 1964 Industry Setting: Packaged food strong enough to compete globally? How
Subjects: Advertising strategy; industry can you satisfy different customers
Distribution channels; Food; Pricing Company Size: Fortune 500 without appearing to play favorites? See
strategy; Sales promotions Gross Revenues: $3.7 billion sales how leading marketing experts weigh in
Length: 21p Subjects: Consumer marketing; on these and other crucial questions and
Distribution; Marketing management; find answers to your toughest challenges
569013 Packaging; Product lines; Product in this collection of the most popular
Title: H.J. Heinz Co. (C) management Harvard Business Review cases. The
Author(s): Marshall, Martin V.; Kurtz, Length: 7p HBR Case Studies series: Every day,
Ronald Supplementary Materials: Teaching managers face challenges that put them
Publication Date: 02/01/1969 Note, (595023), 7p, by John A. Quelch to the test. When it comes to the
Product Type: Case (Field) thorniest dilemmas, there's never just
Abstract: A review of previous year's 586067 one right answer. Get the guidance you
performance and the preparation of a Title: H.J. Heinz Co.: Plastic Bottle need from our new HBR Case Studies
second annual marketing plan for Heinz Ketchup (C) series. Straight from the pages of the
Ketchup. Author(s): Quelch, John A.; Teopaco, Harvard Business Review, each book
Industry Setting: Condiment & sauce John L. breaks down your most familiar--and
industry; Food industry Publication Date: 11/18/1985 formidable--business problems. You'll
Event Year Start: 1965 Product Type: Case (Field) get six engaging scenarios, each with
several detailed solutions by today's Industry Setting: Computer peripherals fees). After Chase and American
leading experts. Read the cases, gain Company Size: Fortune 500 Express launched bonus point programs
more perspective, and hone your Number of Employees: 122,000 in 1993, HSBC was forced to follow in
instincts--so you can finalize your plan Gross Revenues: $43 billion revenues 1994. The original program was targeted
and move forward more successfully. Subjects: Computer industry; at high-income consumers as with luxury
Subjects: NO Distribution channels; Electronic brand redemption items. Competition
SUBJECTS(KEYWORDS) commerce; Internet; Marketing strategy; reacted and consumers quickly learned
Length: 208p Pricing; Retailing to expect a points program as a standard
List Price: $12.95 Length: 12p feature. Again, HSBC differentiated their
Supplementary Materials: Teaching credit card products by adding a wider
593051 Note, (501081), 10p, by Robert J. Dolan; range of redemption items, and lowering
Title: HBS Publishing Group: The Case Teaching Note, (503025), 7p, by Rajiv redemptions levels. Problems emerged
of the (Electronic) Case Lal in 1997-1998 as the program became a
Author(s): Dhebar, Anirudh source of complaints because of
Publication Date: 11/09/1992 502S32 operational difficulties in fulfillment and a
Revision Date: 06/22/1994 Title: HP Consumer Products Business lack of competitive advantage in the
Product Type: Case (Field) Organization: Distributing Printers via marketplace. In 1999, HBSC's credit
Abstract: The HBS Publishing Group, a the Internet, Spanish Version card was rated poorly, largely because
newly formed publishing organization Author(s): Lal, Rajiv; Prescott, Edith D.; of the problems with the bonus point
responsible for supporting and extending Kalyanam, Kirthi system. Research was used to
the educational mission of the Harvard Publication Date: 08/09/2002 understand consumers and revitalize the
Business School, is considering the Product Type: LACC Case program. Significant changes were made
possibility of delivering the "case study"-- Abstract: In spring 1998, Pradeep in the features, improved operations and
the mainstay of HBS's case method of Jotwani, vice president and general an improved selection of redemption
business-management education--in manager of the Consumer Products items. By 2002, the program was rated
electronic multimedia form. The new Business Organization of the Hewlett- as one of the best in the industry. The
form is radically different from traditional Packard Co. (HP), was contemplating challenge is, "Where does HSBC go
print-on-paper cases. How will it affect the increasing success of e-commerce from here?"
the authors, the students, the case and its implications for his division. The Geographic Setting: Hong Kong
method of study, and the case- consumer products group had started Industry Setting: Banking industry;
publishing activity? selling refurbished printers through an Credit industry
Geographic Setting: Boston, MA Internet outlet center in December 1997, Subjects: NO
Industry Setting: Education industry; but Jotwani was now considering a SUBJECTS(KEYWORDS)
Publishing industry move to sell new printers directly to Length: 22p
Gross Revenues: $40 million revenues consumers via this new channel. If he Supplementary Materials: Teaching
Subjects: Product design; Product were to make such a move, he Note, (808A17), 6p, by Robert J. Fisher
development; Publishing industry wondered which products to sell online
Length: 12p at what prices, and how to communicate 503101
this strategy to the channel partners Title: Habitat for Humanity International:
500021 without damaging the existing Brand Valuation
Title: HP Consumer Products Business distribution structure. Teaching Purpose: Author(s): Quelch, John A.; Laidler,
Organization: Distributing Printers via To have students understand Nathalie
the Internet manufacturers' difficulties in managing Publication Date: 06/30/2003
Author(s): Lal, Rajiv; Prescott, Edith D.; channel partner relationships in the face Revision Date: 10/27/2003
Kalyanam, Kirthi of emerging technology. Product Type: Case (Field)
Publication Date: 10/08/1999 Geographic Setting: United States Abstract: Habitat for Humanity
Revision Date: 03/22/2000 Industry Setting: Computer peripherals underwent a brand valuation study and
Product Type: Case (Field) Company Size: Fortune 500 found that its brand was worth $1.8
Abstract: In spring 1998, Pradeep Number of Employees: 122,000 billion, equivalent to Starbucks. Senior
Jotwani, vice president and general Gross Revenues: $43 billion revenues management reviews the issues facing
manager of the Consumer Products Subjects: Computer industry; the organization; students are afforded
Business Organization of the Hewlett- Distribution channels; Electronic insights into what drives brand value for
Packard Co. (HP), was contemplating commerce; Internet; Marketing strategy; a major nonprofit and what is critical for
the increasing success of e-commerce Pricing; Retailing building and protecting brand value.
and its implications for his division. The Length: 12p Geographic Setting: Global
consumer products group had started Year New: 2006 Gross Revenues: $162 million
selling refurbished printers through an revenues
Internet outlet center in December 1997, 908A17 Subjects: Brand management; Brands;
but Jotwani was now considering a Title: HSBC Credit Card Rewards International marketing; Marketing
move to sell new printers directly to Program strategy; Nonprofit organizations
consumers via this new channel. If he Author(s): Fisher, Robert J. Length: 27p
were to make such a move, he Publication Date: 09/17/2008 Supplementary Materials: Video,
wondered which products to sell online Product Type: Case (Field) (505703), 5 min, by John A. Quelch;
at what prices, and how to communicate Publisher: Richard Ivey School of Teaching Note, (505027), 10p, by John
this strategy to the channel partners Business/UWO A. Quelch, Nathalie Laidler
without damaging the existing Abstract: Around 1994, competition in NEW
distribution structure. the credit card market was based on
Geographic Setting: United States price (i.e., interest rates and annual
HKU680 505070 Abstract: Contains numerical exhibits.

Title: Haier: How to Turn a Chinese Title: Hale and Dorr (B) Must be used with: (574011) Harlan
Household Name into a Global Brand Author(s): Godes, David B. Chemical Corp.
Author(s): Mottahedeh, Kasra; Bushihri, Publication Date: 06/08/2005 Industry Setting: Chemical industry
M Product Type: Supplement (Field) Subjects: Chemicals; New product
Publication Date: 09/25/2007 Abstract: Supplements the (A) case. marketing; Product development;
Product Type: Case (Field) Must be used with: (505005) Hale and Product lines
Publisher: University of Hong Kong Dorr (A). Length: 2p
Abstract: "We don't need more Subjects: NO
production capability. What we need is a SUBJECTS(KEYWORDS) 505S16
higher design level and a bigger sales Length: 4p Title: Harlequin Romances--Poland (A),
network", said the CEO of Haier, China's Supplementary Materials: Teaching Spanish Version
largest white goods manufacturer and Note, (5-508-117), 20p, by David B. Author(s): Quelch, John A.; Laidler,
one of the world's fastest growing white Godes Nathalie
goods companies. Haier began its Year New: 2005 Publication Date: 07/22/1993
efforts to go global in 1999 by tapping Revision Date: 06/05/2000
into the US market with niche products. 579196 Product Type: LACC Case
In 2006, Haier announced that it planned Title: Handyman Abstract: Harlequin Enterprises, the
to launch a new global development Author(s): Salmon, Walter J.; Parpia, world's leading publisher of series
strategy to bolster its global brand Manu; romances, has been particularly
awareness. It hoped to sell bigger and Publication Date: 05/01/1979 successful in Poland. The case explores
technologically-rich white goods in the Revision Date: 10/18/1984 some of the challenges/opportunities of
overseas markets and differentiate itself Product Type: Case (Field) doing business in Eastern Europe and
from other Chinese commodity players. Abstract: Handyman, a subsidiary of the marketing mix elements for success.
This case study explores Haier's Edison Brothers with a well-established Teaching Purpose: Demonstrates the
roadmap in transforming itself from a position in home centers on the West importance of the marketing mix
Chinese household name to a global Coast and Texas, is faced with a elements in building a brand in Eastern
brand, and examines the effectiveness decision on what to do with its four Europe and the importance of local
of its product diversification and design stores in Chicago, a particularly difficult leadership.
strategy in its global expansion. market. Geographic Setting: Poland
Geographic Setting: China Geographic Setting: Chicago, IL Industry Setting: Publishing industry
Industry Setting: Telecommunications Industry Setting: Building materials Subjects: Consumer marketing; Direct
industry industries marketing; Eastern Europe; International
Subjects: NO Company Size: mid-size marketing; Marketing mixes; Publishing
SUBJECTS(KEYWORDS) Subjects: Household products; industry
Length: 32p Retailing; Strategic planning Length: 27p
Supplementary Materials: Teaching Length: 34p
Note, (HKU681), 14p, by Kasra
594017
Mottahedeh, M Bushihri
574011 Title: Harlequin Romances--Poland (A)
Year New: 2007
Title: Harlan Chemical Corp. Author(s): Quelch, John A.; Laidler,
Author(s): Corey, E. Raymond Nathalie
505005 Publication Date: 09/01/1973 Publication Date: 07/22/1993
Title: Hale and Dorr (A) Revision Date: 06/21/1983 Revision Date: 06/05/2000
Author(s): Godes, David B. Product Type: Case (Field) Product Type: Case (Field)
Publication Date: 06/08/2005 Abstract: The company established a Abstract: Harlequin Enterprises, the
Revision Date: 11/30/2005 new division in 1952 to sell a miners' world's leading publisher of series
Product Type: Case (Field) product. In 1958, the problem arises romances, has been particularly
Abstract: Highlights how word-of-mouth whether to sell this operation or to successful in Poland. The case explores
is crucial in the acquisition of new continue it with improvements. some of the challenges/opportunities of
customers. Specifically, it shows the Geographic Setting: East Coast doing business in Eastern Europe and
existence of both internal (to the firm) Industry Setting: Chemical industry the marketing mix elements necessary
and external markets for customer leads. Event Year Start: 1958 for success.
Geographic Setting: Boston, MA Event Year End: 1958 Geographic Setting: Poland
Industry Setting: Legal services Subjects: Chemicals; New product Industry Setting: Publishing industry
Number of Employees: 1,000 marketing; Product development; Subjects: Consumer marketing; Direct
Gross Revenues: $300 million Product lines marketing; Eastern Europe; International
revenues Length: 17p marketing; Marketing mixes; Publishing
Event Year Start: 2003 Supplementary Materials: Supplement industry
Event Year End: 2003 (Note), (582009), 2p, by Barbara B. Length: 26p
Subjects: NO Jackson; Teaching Note, (583095), 9p, Supplementary Materials: Teaching
SUBJECTS(KEYWORDS) by E. Raymond Corey Note, (595068), 11p, by John A. Quelch;
Length: 16p Supplement (Field), (599022), 3p, by
Supplementary Materials: Supplement David J. Arnold
582009
(Field), (505070), 4p, by David B.
Title: Harlan Chemical Corp.,
Godes; Teaching Note, (5-508-117),
Addendum 599022
20p, by David B. Godes
Author(s): Jackson, Barbara B. Title: Harlequin Romances--Poland (B)
Year New: 2005
Publication Date: 07/01/1981 Author(s): Arnold, David J.
Product Type: Supplement (Note) Publication Date: 09/18/1998
Product Type: Supplement (Field) Publication Date: 04/01/2008 ceramic and paint industries. After many
Abstract: Supplements the (A) case. Product Type: Case (Field) years, sales are still far below
Must be used with: (594017) Harlequin Abstract: Thanks to a variety of online expectations and the company considers
Romances--Poland (A). social applications--including blogs, selling the whole operation to a potential
Geographic Setting: Europe, Eastern social networking sites like MySpace, customer. Rewritten version of an earlier
Industry Setting: Publishing industry user-generated content sites like case.
Subjects: Consumer marketing; Direct YouTube and countless communities Geographic Setting: United States
marketing; Eastern Europe; International across the Web--people are increasingly Industry Setting: Chemical industry
marketing; Marketing mixes; Publishing connecting with and drawing power from Company Size: large
industry one other. In fact, customers are now Gross Revenues: $945 million sales
Length: 3p beginning to define their own Subjects: Chemicals; Industrial markets;
perspective on companies and brands, a Market segmentation; Marketing
584077 view that's often at odds with the image strategy; New product marketing;
Title: Harley-Davidson Motor Co.: A a business wants to project. But Purchasing
New Beginning? organizations need not be on the Length: 25p
Author(s): Buzzell, Robert D. defensive. Indeed, some savvy Supplementary Materials: Supplement
Publication Date: 01/16/1984 executives have already been turning (Field), (590028), 2p, by E. Raymond
Revision Date: 05/20/1985 this groundswell of customer power to Corey; Teaching Note, (590029), 8p, by
Product Type: Case (Library) their advantage. To investigate how, the E. Raymond Corey
Abstract: This case, prepared from authors interviewed managers and
material that has been published, is a employees at over 100 companies that 590028
sequel to Harley-Davidson: Marketing were rolling out social applications. From Title: Harper Chemical Co., Inc.,
Strategy for Motorcycles--1977. It this research, they developed a strategic Addendum
summarizes events in the company and framework that businesses can use to Author(s): Corey, E. Raymond
its industry from 1978 up to late 1983, implement social applications in a Publication Date: 08/10/1989
including the leveraged buyout of number of departments, including Revision Date: 07/20/1993
Harley-Davidson by its executives from research and development, marketing, Product Type: Supplement (Field)
AMF and the imposition of a 49% tariff sales, customer support and operations. Abstract: Provides additional
on large motorcycles by the United Copyright Holder: MIT Sloan quantitative exhibits, including a pro
States in 1983. Management Review forma income statement and break-even
Geographic Setting: United States Subjects: NO calculations for the operation and makes
Industry Setting: Motorcycle SUBJECTS(KEYWORDS) assumptions about marketing strategy. A
Company Size: Fortune 500 Length: 9p rewritten version of an earlier case. Must
Gross Revenues: $300 million sales Year New: 2008 be used with: (590027) Harper
Subjects: Competition; Imports; Industry Chemical Co., Inc.
analysis; Leveraged buyouts; 504S28 Industry Setting: Chemical industry
Motorcycles; Product planning & policy; Title: Harper Chemical Co., Inc., Subjects: Chemicals; Industrial markets;
Regulation Spanish Version Market segmentation; Marketing
Length: 6p Author(s): Corey, E. Raymond strategy; New product marketing;
Publication Date: 08/10/1989 Purchasing
584032 Revision Date: 12/15/1998 Length: 2p
Title: Harley-Davidson: Marketing Product Type: LACC Case
Strategy for Motorcycles--1977 Abstract: A company acquires the rights 502011
Author(s): Buzzell, Robert D. to a mineral with potential uses in the Title: Harrah's Entertainment, Inc.
Publication Date: 09/08/1983 ceramic and paint industries. After many Author(s): Lal, Rajiv; Carrolo, Patricia
Product Type: Case (Library) years, sales are still far below Martone
Abstract: Incorporates material on AMF, expectations and the company considers Publication Date: 10/25/2001
Harley-Davidson's parent company. This selling the whole operation to a potential Revision Date: 06/14/2004
information is designed to permit customer. Rewritten version of an earlier Product Type: Case (Field)
analysis of Harley-Davidson in the case. Abstract: Describes a situation facing
context of AMF's corporate strategy and Geographic Setting: United States Philip Satre, chairman and CEO of
overall business portfolio. A rewritten Industry Setting: Chemical industry Harrah's Entertainment, Inc. Satre was
version of two earlier cases. May be Company Size: large reading a May 2000 Wall Street Journal
used with: (578210) Note on the Gross Revenues: $945 million sales story that discussed the company's
Motorcycle Industry--1975. Subjects: Chemicals; Industrial marketing success in targeting low
Industry Setting: Motorcycle markets; Market segmentation; rollers, the 100% growth in stock price
Company Size: Fortune 500 Marketing strategy; New product and profits in the year to December
Subjects: Competition; Corporate marketing; Purchasing 1999, and the revenue growth of 50%,
strategy; Market structure; Marketing Length: 25p which significantly outpaced the industry.
planning; Motorcycles The exciting articles aroused Satre's
Length: 17p 590027 desire to know more about the activities
Supplementary Materials: Teaching Title: Harper Chemical Co., Inc. of his then COO, Gary Loveman, and his
Note, (585175), 6p, by Robert D. Buzzell Author(s): Corey, E. Raymond team of "propeller heads" with respect to
Publication Date: 08/10/1989 their database marketing efforts and the
SMR276 Revision Date: 12/15/1998 Total Reward Program. Satre was
Title: Harnessing the Power of the Oh- Product Type: Case (Field) interested in two questions: He wanted
So-Social Web Abstract: A company acquires the rights to know how much these marketing
Author(s): Bernoff, Josh; Li, Charlene to a mineral with potential uses in the efforts had contributed to Harrah's
overall performance and whether these manufacturer and retailer of high-end develop a total marketing program for
marketing results were a one-shot event women's apparel, Harrington Collection, the selected market. The existing line
or could be achieved year after year, must evaluate an opportunity to expand consists of components for diesel-
especially as the competition introduced into the high-growth active-wear market. electric locomotives. The two new
similar programs. May be used with: Sara Huey, Vice President of Strategic market applications that are being
(R0202J) Avoid the Four Perils of CRM. Planning, calls on two of her colleagues considered are marine propulsion and oil
Geographic Setting: Las Vegas, NV to help perform a comprehensive market well drillings.
Industry Setting: Casino evaluation. They must analyze the Geographic Setting: United States
Gross Revenues: $3 billion revenues financial implications of the opportunity, Industry Setting: Industrial goods,
Subjects: Customer relations; assess trade and competitor reactions, machinery & equipment industries
Entertainment industry; Loyalty; Service consider the risks, and determine Company Size: large
management whether the Vigor division of the Event Year Start: 1965
Length: 27p company will be able to successfully Event Year End: 1965
Supplementary Materials: Teaching launch and manage the new product Subjects: Distribution channels;
Note, (502091), 10p, by Rajiv Lal; Case line. Industrial markets; Machinery; Market
Video, (506710), 14 min, by John Geographic Setting: United States selection; Pricing; Product planning &
Deighton; Case Video, DVD, (506709), Subjects: NO policy
14 min, by John Deighton; Case Video, SUBJECTS(KEYWORDS) Length: 15p
Streaming, (1-180-3), 14 min, by John Length: 14p
Deighton Supplementary Materials: Teaching 582097
Note, (3259), 9p, by Richard S. Tedlow, Title: Hartford Locomotive Co.:
503S69 Heather Beckham Planning in the Light Locomotive Section
Title: Harrah's Entertainment, Inc., Author(s): Corey, E. Raymond
Spanish Version 582134 Publication Date: 02/22/1982
Author(s): Lal, Rajiv; Carrolo, Patricia Title: Hart Schaffner & Marx: The Product Type: Case (Field)
Martone Market for Separately Ticketed Suits Abstract: Presents a system for
Publication Date: 10/25/2001 Author(s): Tedlow, Richard S. coordinated sales forecasting and
Revision Date: 05/22/2002 Publication Date: 04/23/1982 operations planning for the light
Product Type: LACC Case Revision Date: 06/28/1993 locomotive product line within a large
Abstract: Philip Satre, chairman and Product Type: Case (Field) company. The product manager's doubts
CEO of Harrah's Entertainment, was Abstract: Calls for a decision on as to its adequacy are discussed.
reading a May 2000 Wall Street Journal whether Hart Schaffner & Marx, the Geographic Setting: United States
story that discussed the company's nation's leading manufacturer of high Industry Setting: Railroad
marketing success in targeting low quality, branded suits, should expand its Gross Revenues: $93 million assets
rollers, the 100% growth in stock price product line by marketing suits that are Subjects: Forecasting; Industrial
and profits in the year to December separately ticketed (i.e., the coat, vest, markets; Market research; Operations
1999, and the revenue growth of 50%, and slacks are sold from individual management; Planning systems;
which significantly outpaced the industry. hangers and priced separately by the Product lines; Production planning
The exciting article aroused Satre's retailer rather than being sold and priced Length: 24p
desire to know more about the activities as an ensemble). Serves as a vehicle for
of his then COO, Gary Loveman, and his discussing product policy issues in the 577064
team of "propeller heads" with respect to context of a fragmented, mature, and Title: Hartmann Luggage Co.
their database marketing efforts and the highly competitive industry. Related Author(s): Star, Stephen H.; Davis, N.J.
Total Reward Program. Satre was issues of channel management, pricing, Publication Date: 11/22/1976
interested in two questions: how much and advertising also must be analyzed. Product Type: Case (Field)
these marketing efforts had contributed Demands skilled quantitative analysis of Abstract: Hartmann, a very successful
to Harrah's overall performance, and a complex breakeven situation. manufacturer of prestige luggage, has a
whether these marketing results were a Geographic Setting: Chicago, IL policy of selective distribution through
one-shot event or could be achieved Industry Setting: Apparel industry high-quality department and specialty
year after year, especially as the Gross Revenues: $800 million sales stores. At the time of the case, Hartmann
competition introduced similar programs. Subjects: Breakeven analysis; Clothing; is considering expanding this distribution
Geographic Setting: Las Vegas, NV Marketing strategy; Merchandising; structure to include catalog showrooms
Industry Setting: Casino Product design; Product lines; Product and/ or general merchandise chains.
Gross Revenues: $3 billion revenues planning & policy Geographic Setting: United States
Subjects: Customer relations; Length: 17p Industry Setting: Accessories industry
Entertainment industry; Loyalty; Service Supplementary Materials: Teaching Company Size: small
management Note, (585056), 17p, by Richard S. Gross Revenues: $10 million sales
Length: 27p Tedlow Subjects: Distribution channels; Market
research; Personal selling; Retailing
3258 572044 Length: 53p
Title: Harrington Collection: Sizing Up Title: Hartford Locomotive Co. (D): New
the Active-Wear Market Markets for Diesel-Electric Components 502S04
Author(s): Tedlow, Richard S.; Author(s): Corey, E. Raymond Title: Hartmann Luggage Co.: Price
Beckham, Heather Publication Date: 12/28/1971 Promotion Policy, Spanish Version
Publication Date: 09/26/2008 Product Type: Case (Field) Author(s): Quelch, John A.; Merliss,
Product Type: Case Abstract: The problem is to choose Penny Pittman
Abstract: In the wake of slumping sales between two new market opportunities Publication Date: 08/07/2002
and sagging profit margins, a leading for an existing product line and then to Product Type: LACC Case
Abstract: The president and the As part of the Harvard Business Jonathan Mark. The Harvard Business
marketing vice president are reviewing Essentials series, it serves as an Review Paperback Series is designed to
past Hartmann price promotions in order introduction and overview of marketing bring today's managers and
to decide whether to run one or more in today's business environment. It professionals the fundamental
promotions in 1981-82. provides the marketing tools you'll need information they need to stay competitive
Geographic Setting: United States to build your marketing plan, develop in a fast-moving world. Here are the
Industry Setting: Accessories industry your marketing mix, differentiate your landmark ideas that have established the
Gross Revenues: $30 million sales product, and position your brand. It Harvard Business Review as required
Subjects: Marketing management; explains different pricing strategies, reading for ambitious businesspeople in
Marketing strategy; Pricing; Pricing touches on utlizing the Internet, deals organizations around the globe.
strategy with crafting the best media mix for your Subjects: Brand equity; Brand
Length: 20p message, and discusses how to management; Brands; Product lines;
innovate and create new products. Product planning & policy; Product
581068 Marketing is no longer just advertising; it positioning
Title: Hartmann Luggage Co.: Price includes every function that affects the Length: 224p
Promotion Policy customer directly or indirectly and, List Price: $22.00
Author(s): Quelch, John A.; Merliss, therefore, permeates the entire
Penny Pittman company. 6994
Publication Date: 07/01/1981 Subjects: NO Title: Harvard Business Review on
Revision Date: 06/01/1987 SUBJECTS(KEYWORDS) Customer Relationship Management
Product Type: Case (Field) Length: 5p (Paperback)
Abstract: The president and the Publication Date: 11/20/2001
marketing vice president are reviewing 7626 Product Type: HBS Press Book
past Hartmann price promotions in order Title: Harvard Business Essentials: Abstract: This collection of cutting-edge
to decide whether to run one or more Marketer's Toolkit: The 10 Strategies articles will help organizations
promotions in 1981-82. You Need to Succeed (Paperback) understand how to build customer loyalty
Geographic Setting: United States Publication Date: 02/20/2006 through unique relationship-building
Industry Setting: Accessories industry Product Type: HBS Press Book strategies such as partnerships,
Gross Revenues: $30 million sales Abstract: Effective marketing can mean branding, and superlative customer
Subjects: Marketing management; the difference between runaway service. Contents include: Co-opting
Marketing strategy; Pricing; Pricing successes and costly flops. Covering Customer Competence by C.K. Prahalad
strategy everything from customer programs to and Venkatram Ramaswamy; Get
Length: 19p ad campaigns to sales promotions, this Inside the Lives of Your Customers by
Supplementary Materials: Teaching is every marketer's hands-on guide to Patricia B. Seybold; The Old Pillars of
Note, (582074), 18p, by John A. Quelch; turning opportunities into profits. New Retailing by Leonard L. Berry;
Case Video, (882509), 10 min, by John Subjects: NO Want to Perfect Your Company's
A. Quelch SUBJECTS(KEYWORDS) Service?: Use Behavioral Science by
Length: 256p Richard B. Chase and Sriram Dasu;
882509 List Price: $24.95 Don't Homogenize, Synchronize by
Title: Hartmann Luggage, Video Year New: 2006 Mohanbir Sawhney; Firing Up the Front
Author(s): Quelch, John A. Line by Jon R. Katzenbach and Jason A.
Publication Date: 06/06/1982 1445 Santamaria; Preventing the Premature
Product Type: Case Video Title: Harvard Business Review on Death of Relationship Marketing by
Abstract: The company president Brand Management (Paperback) Susan Fournier, Susan Dobscha, and
describes current strategy, and the Publication Date: 07/01/2099 David Glen Mick; and See Your Brands
decisions made in response to the Product Type: HBS Press Book Through Your Customers' Eyes by Chris
problems. Must be used with: (581068) Abstract: With the increasing Lederer and Sam Hill.
Hartmann Luggage Co.: Price globalization of brands, effective brand Subjects: Customer relations
Promotion Policy. management in differentiating products Length: 208p
Industry Setting: Consumer products has become even more essential. This List Price: $19.95
Subjects: Consumer goods; Marketing helpful volume provides the latest
management; Marketing strategy; strategies for maximizing the value of 8040
Pricing; Pricing strategy your brands and products. Articles Title: Harvard Business Review on
Length: 10 min include: Building Brands Without Mass Marketing (Paperback)
List Price: $150.00 Media by Erich Joachimsthaler and Publication Date: 03/06/2002
David A. Aaker; Brands vs. Private Product Type: HBS Press Book
6304ES Labels: Fighting to Win by John A. Abstract: The Harvard Business Review
Title: Harvard Business Essentials: Quelch and David Harding; How Do paperback series is designed to bring
Marketer's Toolkit--A Harvard Business You Grow a Premium Brand? by Regina today's managers and professionals the
Press Book Summary in Partnership Fazio Maruca; Should You Take Your fundamental information they need to
with getAbstract Brand to Where the Action Is? by David stay competitive in a fast-moving world.
Author(s): HBSP, Harvard Business A. Aaker; Extend Profits, Not Product Here are the landmark ideas that have
School Publishi Lines by John A. Quelch and David established the Harvard Business
Publication Date: 02/20/2006 Kenny; The Logic of Product-Line Review as required reading for ambitious
Product Type: HBS Press Book Extensions, Perspectives from the businesspeople in organizations around
Summary Editors; Can This Brand Be Saved by the globe. Each volume contains a
Abstract: Don't bother registering for Regina Fazio Maruca; and Your Brand's specially selected set of articles from
Marketing 101. Instead, read this book. Best Strategy by Vijay Vishwanath and Harvard Business Review and is
designed to help you master an profiles of firms that hire MBAs for Personal strategy & style
important management topic. Articles marketing positions, a mailing list of Length: 12p
include: Brand Report Card by Kevin recruiting contacts, advice on career List Price: $10.95
Keller; Bringing a Dying Brand Back to self-assessment, and a selected
Life by Manny Jackson; How to Fight a bibliography by the Harvard Business C02020
Price War by Akshay Rao, Mark E. School career resources librarian. Title: Harvard Management
Bergen, and Scott Davis; Contextual Subjects: Careers & career planning; Communication Letter, February 2002,
Marketing by David Kenny and John Marketing management; Recruitment Volume 5, Number 2
Marshall; The Lure of Global Branding Length: 96p Publication Date: 02/15/2002
by David Aaker and Erich List Price: $22.95 Product Type: Harvard Management
Joachimsthaler; Are the Strategic Stars Communication Letter Issue
Aligned for Your Corporate Brand? by 505059 Abstract: Includes these articles: "Is
Mary Jo Hatch and Majken Schultz; Title: The Harvard Graduate Student Your Audience Ready to Hear You?"
Torment Your Customers (They'll Love Housing Survey "Coming Soon to a Conference Room
It) by Stephen Brown; and Boost Your Author(s): Wathieu, Luc Near You," "The Art of Moderation: Why
Marketing ROI with Experimental Design Publication Date: 01/25/2005 Panels Need a Leader," "Communication
by Eric Almquist and Gordon Wyner. Revision Date: 06/13/2005 Technology That's Worth a Second
Subjects: Marketing implementation; Product Type: Case (Field) Look," and "When One Style Does Not
Marketing strategy Abstract: Harvard Real Estate Services Fit All." Also includes these Quick
Length: 224p executives need to design the 2005 Research Takes: "Strengthen Your
List Price: $22.00 Graduate Student Housing Survey for Organization's Lateral Knowledge
maximum impact in anticipation of Sharing," "When Times Are Tough, Don't
1879 Harvard's long-term expansion project in Cut Communications," "How
Title: The Harvard Business School Allston. Students are challenged to help Communication Affects the Bottom
Guide to Careers in Marketing--1999 executives in charge to (1) draw the Line," and "Become a Real Employer of
Edition (Paperback) lessons from their earlier survey Choice."
Author(s): Bearman, Lynda, ed. experience: what survey data had Subjects: Technology
Publication Date: 05/21/1999 most--or least--impact and why? and (2) Length: 12p
Product Type: Career Publication imagine what survey data--accounting List Price: $10.95
Abstract: An indispensable resource for for the power and limits of survey
anyone considering a job search in research--could be most useful for the C02010
marketing or strategic planning. Based Allston initiative. Provides a complete Title: Harvard Management
on the research and experiences of template for survey research, while at Communication Letter, January 2002,
Harvard Business School graduates, the same time raises critical issues-- Volume 5, Number 1
students, and faculty, this all-in-one technical issues as well as more Publication Date: 01/15/2002
career guide describes career managerial questions related to the Product Type: Harvard Management
opportunities and provides guidance on proactive management of market Communication Letter Issue
the recruiting process. Also included are research in organizations. May be used Abstract: Includes these articles:
profiles of firms that hire MBAs for with: (F0205A) How Surveys Influence "When Words Matter Most," "Kicking the
marketing positions, a mailing list of Customers. Tires of Corporate Reputation," "Why
recruiting contacts, advice on career Geographic Setting: Massachusetts Your News Releases Aren't Making
self-assessment, and a selective Industry Setting: Education industry News," "Are You Getting the Best
bibliography of relevant books and Subjects: Consumer behavior; Demand Solutions for Your Problems?" and "How
directories compiled by the Harvard analysis; Education; Housing; Market to Make Your Case in 30 Seconds or
Business School Career Resources research; Nonprofit marketing Less." Also includes these Quick
librarian. Length: 33p Research Takes: "Making Your Verbal
Subjects: Careers & career planning; Supplementary Materials: Teaching Message Stick," "Boost Performance
Marketing management Note, (506070), 7p, by Luc Wathieu Through Empowerment," "Employee
Length: 88p Year New: 2005 Communications 101," and "Employees
List Price: $22.95 Can Be Your Best Brand Builders."
C01120 Subjects: Leadership; Personal strategy
3251 Title: Harvard Management & style
Title: The Harvard Business School Communication Letter, December 2001, Length: 12p
Guide to Careers in Marketing--2001 Volume 4, Number 12 List Price: $10.95
Edition (Paperback) Publication Date: 12/15/2001
Publication Date: 06/05/2000 Product Type: Harvard Management C00110
Product Type: Career Publication Communication Letter Issue Title: Harvard Management
Abstract: The 2001 edition of the Abstract: Includes these articles: Communication Letter, November 2000,
Harvard Business School Guide to "Transforming Negotiation," "When to Volume 3, Number 11
Careers in Marketing is an indispensable Ignore Your Readers," "Impromptu Publication Date: 11/15/2000
resource for anyone considering a job Speaking," and "How to Coach Your Product Type: Harvard Management
search in marketing or strategic Employees." Also includes these Quick Communication Letter Issue
planning. Based on the research and Research Takes: "High-speed Internet Abstract: Includes these articles:
experiences of Harvard Business School Connections on the Rise," "Effective E- "Coping with Conflict," "Presentations
graduates, students, and faculty, this all- mail Revisited," "Tips for Better 360- 101," "The Ten Commandments of
in-one career guide describes career Degree Feedback," and "Physical Touch Writing," "Communicating in the
opportunities and provides guidance on in the Workplace." Chaordic Age," and "Mind Mapping."
the recruiting process. Also included are Subjects: Conflict; Negotiations; Also includes these Quick Research
Takes: "Listening to Complaints from Length: 22p Length: 6 min

Your Best Customers," "Electric List Price: $150.00
Monitoring in the Workplace," "Just How 505046 Year New: 2007
Wide--and Accessible--Is the World Title: Hasbro Games: POX (A)
Wide Web?" and "Should You Consider Author(s): Godes, David B.; Ofek, Elie 505047
Online Printing Services for Your Print Publication Date: 12/20/2004 Title: Hasbro Games: POX (B)
Promotional Needs?" Revision Date: 03/23/2006 Author(s): Godes, David B.; Ofek, Elie
Subjects: Conflict; Group behavior; Product Type: Case (Field) Publication Date: 12/20/2004
Interpersonal behavior; Management Abstract: Hasbro's newest toy is so Product Type: Color Case
communication unique it requires a unique launch Abstract: An abstract is not available for
Length: 12p strategy. Comparing traditional media this product. May be used with:
List Price: $10.95 (TV, print) with a non-traditional viral (505046) Hasbro Games: POX (A).
campaign, Matt Collins must weigh the Subjects: Advertising; Consumer
C99090 risks and benefits of doing things the marketing; Innovation; Marketing
Title: Harvard Management way they've always been done or blazing implementation; Marketing strategy; New
Communication Letter, September 1999, a new path in the marketing of toys. May product marketing; Product introduction
Volume 2, Number 9 be used with: (505047) Hasbro Games: Length: 10p
Author(s): Aaron, Marjorie Corman; POX (B). Supplementary Materials: Teaching
Plotkin, Hal; Wreden, Nick; Smith, Geographic Setting: United States Note, (5-508-112), 22p, by Elie Ofek,
Douglas K. Industry Setting: Toy industry David Godes
Publication Date: 09/15/1999 Number of Employees: 6,900 Year New: 2005
Product Type: Harvard Management Gross Revenues: $500 million
Communication Letter Issue revenues F0510F
Abstract: Includes these articles: "The Subjects: Advertising; Consumer Title: The Hazards of Hounding
Right Frame: Managing Meaning and marketing; Innovation; Marketing Author(s): Dholakia, Paul M.
Making Proposals," "A Nine-Step Guide implementation; Marketing strategy; New Publication Date: 10/01/2005
to Fast, Effective Business Writing," product marketing; Product introduction Product Type: Harvard Business
"Mapping the Frontiers of E-mail Length: 19p Review Article
Marketing," and "Zeroing in on What Supplementary Materials: Teaching Abstract: Customers who buy your
Customers Really Want." Also includes Note, (5-508-112), 22p, by Elie Ofek, product because they want to--not
these Quick Research Takes: "It's David Godes because you make them--are the most
Tougher to Counter a Negative Ad Than Year New: 2005 loyal, says Rice University's Paul M.
You Think," "Speaking of Creativity...," Dholakia.
"All You Wannabe Geniuses, Read 9-508-706 Industry Setting: Automotive industry;
This," and "How to Change: Three Title: Hasbro Games: POX (A) and (B), Fast food industry; Financial services
Roles." Supporting Video, DVD Subjects: NO
Subjects: Communication; Author(s): Ofek, Elie SUBJECTS(KEYWORDS)
Communication in organizations; Publication Date: 05/01/2008 Length: 1p
Customer relations; Customer retention; Product Type: Case Video, DVD Year New: 2005
Marketing management; Motivation; Abstract: The video contains
Negotiations; Personal strategy & style; advertisements and media related clips HKU406
Technology regarding the launch of Hasbro's POX Title: Healthcare Destinations in Asia
Length: 12p handheld game. Author(s): Yim, Bennett; Ho, Phoebe
List Price: $10.95 Number of Employees: 23,000 Publication Date: 06/10/2005
Gross Revenues: $3.3 billion revenues Product Type: Note
586048 Event Year Start: 2006 Publisher: University of Hong Kong
Title: Harvard Review Event Year End: 2006 Abstract: In addition to spas, theme
Author(s): Albion, Mark S.; Davis CM Subjects: NO parks, and palm beaches, health care
Publication Date: 04/10/1986 SUBJECTS(KEYWORDS) tourism is emerging as a growing source
Revision Date: 05/09/1986 Length: 6 min of revenue in tourist destinations in Asia.
Product Type: Case (Field) Year New: 2007 Thailand, Singapore, Malaysia, and India
Abstract: Involves the startup of the have identified health care tourism as
nonprofit Harvard magazine. Issues 9-508-707 one of the fastest growing segments in
include the use of direct mail campaigns, Title: Hasbro Games: POX (A) and (B), their respective tourist markets and are
telethons, and newstands; also Supporting Video, VHS launching aggressive marketing plans for
considers premiums, pricing level, and Author(s): Ofek, Elie the next few years. The target markets
target audience. Involves the use of Publication Date: 05/01/2008 are customers from developed countries,
financial sensitivity analysis, based on Product Type: Case Video mostly from Europe, North America, and
understanding of consumer Abstract: The video contains Japan, with over-crowded and expensive
response/behavior. advertisements and media related clips medical services at home. As part of the
Geographic Setting: Cambridge, MA regarding the launch of Hasbro's POX health care package, customers receive
Industry Setting: Magazine publishing handheld game. the bonus of vacationing and sightseeing
industry Number of Employees: 23,000 in a foreign country and an exotic
Gross Revenues: $75,000 seed money Gross Revenues: $3.3 billion revenues culture. Provides a survey of the
Subjects: Communication strategy; Event Year Start: 2006 development of health care tourism in
Communications industry; Consumer Event Year End: 2006 select Asian countries. Emphasizes the
behavior; Nonprofit organizations; Subjects: NO marketing efforts employed by the
Publishing industry; Small business SUBJECTS(KEYWORDS) various countries in positioning their
services and developing this promising customers, the type of person required following the practices of sophisticated
market segment. Compares and to be successful in this position, internal investors who own portfolios comprising
contrasts the respective roles of the coordination issues with the company's dozens of stocks with different, indeed
public and private sectors and highlights sales force, and the financial returns divergent, histories and prospects. Each
issues and challenges for other versus other uses of capital for the portfolio is diversified so as to produce
countries in their destination marketing company. The case raises issues in the investor's desired returns at the
efforts. aligning business strategy and sales particular level of uncertainty he or she
Geographic Setting: Asia management systems, motivating and can tolerate. Customers, too, are
Industry Setting: Health care industry; managing resellers, people selection, assets--risky assets. As with stocks, the
Tourism industry and financial analysis of alternatives. cost of acquiring them is supposed to
Event Year Start: 2005 Geographic Setting: United States reflect the cash-flow values they are
Event Year End: 2005 Gross Revenues: $490 million likely to generate. The authors explain
Subjects: NO Event Year Start: 2008 how to construct a portfolio based on the
SUBJECTS(KEYWORDS) Event Year End: 2008 notion that a customer's risk-adjusted
Length: 13p Subjects: NO lifetime value depends on its anticipated
Year New: 2005 SUBJECTS(KEYWORDS) effect on the riskiness of the group it is
Length: 23p joining. The concept of risk-adjusted
2410 lifetime value has a transforming power:
Title: Hearing the Voice of the Market: 579084 For companies that rely on it, product
Competitive Advantage Through Title: Hecht Co. managers will be replaced by customer
Creative Use of Market Information Author(s): Takeuchi, Hirotaka managers, and the current method of
(Hardcover) Publication Date: 10/01/1978 accounting for profit and loss--which is
Author(s): Barabba, Vincent P.; Revision Date: 11/15/1991 by product--will be replaced by one that
Zaltman, Gerald Product Type: Case (Field) determines each customer's P&L. Once
Publication Date: 01/01/1991 Abstract: The group manager of the adjusted for risk, those P&Ls will
Product Type: HBS Press Book domestics department of Hecht become the firm's key performance and
Abstract: Provides a detailed plan that Company in Washington, D.C. has to operational metric.
enables managers throughout the decide what to do with the bedsheets Subjects: Customer retention;
organization to make more frequent and department which is not up to par with Marketing planning; Marketing strategy
better use of market information. Shows other departments. At the same time, the Length: 6p
managers how to develop the two bedsheets buyer has to decide what NEW
capabilities that distinguish the merchandising mix he will need for the
successful, market-oriented firm-- following season. Both decisions center IMD067
competent curiosity, and competent around a new revolutionary product Title: Heineken N.V.: Buckler Non-
knowledge use. The two are closely called comfortcale which has more Alcoholic Beer
linked: inadequate information cannot cotton than any other bedsheets. Author(s): Vandermerwe, Sandra;
be used well, and sound information is Geographic Setting: District of Henderson, James
wasted if it is utilized poorly. Includes Columbia Publication Date: 01/01/1991
experiences and insights of the many Industry Setting: Retail industry Revision Date: 02/25/2003
managers and researchers cited in the Subjects: Department stores; Product Type: Case (Field)
text. Readers will learn how to create an Household products; Product lines; Publisher: IMD - International Institute
environment in which managers are Profitability analysis; Purchasing; for Management Development
inquisitive about their markets, are able Retailing Abstract: Buckler Beer was Heineken's
to satisfy their curiosity with real market Length: 25p first attempt at launching a Pan-
information, and can make knowledge- Supplementary Materials: Teaching European nonalcoholic brand. The
based decisions that lead to success. Note, (579162), 14p, by Hirotaka company was concerned about how to
Subjects: Knowledge management; Takeuchi; Teaching Note, (592025), 5p, organize its efforts and how to react to
Market analysis; Market research; by Walter J. Salmon, David Wylie local competition. Should the company
Marketing information systems; drop its prices locally and risk parallel
Marketing planning R0305F importing, or should it change the taste
Length: 250p Title: Hedging Customers of the beer, which was enjoyed in all
List Price: $39.95 Author(s): Dhar, Ravi; Glazer, Rashi other parts of Europe? A 1993 ECCH
Publication Date: 05/01/2003 award winner.
9-709-436 Product Type: Harvard Business Geographic Setting: Europe
Title: Hearts on Fire--Brand Review Article Industry Setting: Beef industry
Development Manager Abstract: You are a marketing director Subjects: Beverages; Brands;
Author(s): Cespedes, Frank V.; with $5 million to invest in customer Competition; Europe; Marketing strategy;
Shapiro, Benson P. acquisition and retention. Which New product marketing
Publication Date: 09/20/2008 customers do you acquire, and which do Length: 25p
Product Type: Case (Field) you retain? Up to a point, the choice is Supplementary Materials: Teaching
Abstract: Hearts On Fire, a successful obvious: Keep the consistent big Note, (IMD068), 6p, by Sandra
branded diamond producer, established spenders and lose the erratic small Vandermerwe
the position of Brand Development ones. But what about the erratic big NEW
Manager (BDM) to build the company's spenders and the consistent small ones?
presence, sales, and relationships with It's often unclear whether you should 503S51
its retail customers. After 1 year, the acquire or retain them and at what cost. Title: Heineken N.V.: Global Branding
CEO, CFO and President must evaluate Businesses have begun dealing with and Advertising, Spanish Version
the impact of the BDM on retail unpredictable customer behavior by Author(s): Quelch, John A.
Publication Date: 10/11/1995 Length: 26p corporations; New product marketing;

Revision Date: 01/05/1998 Product management; Profit centers
Product Type: LACC Case 577179 Length: 6p
Abstract: Heineken managers are Title: Heinz U.S.A. (B): Packaging
evaluating the results of the research Redesign Proposal 585185
projects designed to identify the values Author(s): Corey, E. Raymond; Bennett, Title: Henkel Group: Umbrella Branding
of the Heineken brand and to translate Roger C. and Globalization Decisions
these into effective advertising Publication Date: 05/23/1977 Author(s): Dolan, Robert J.
messages. Product Type: Case (Field) Publication Date: 06/27/1985
Geographic Setting: Amsterdam; Abstract: Describes a proposal to alter Product Type: Case (Field)
Netherlands the shape of ketchup bottles in order to Abstract: Henkel's adhesive group is
Industry Setting: Beef industry reduce bottle costs and costs on the considering a major change in the
Subjects: Advertising; Beverages; filling line. Focuses on the involvement international selling of its two major
Brands; Consumer behavior; of purchasing, marketing, manufacturing, adhesives products for households. The
International marketing; Market and control in deciding whether to make proposed strategy is based on two
segmentation this change, which was proposed by the concepts: umbrella branding and global
Length: 15p company's major supplier of bottles. standardization.
Geographic Setting: Pittsburg, PA Geographic Setting: Germany
596015 Industry Setting: Packaged food Industry Setting: Adhesives & sealants
Title: Heineken N.V.: Global Branding industry industry
and Advertising Subjects: Food; Packaging; Product Gross Revenues: $2 billion assets
Author(s): Quelch, John A. design; Purchasing Subjects: Brands; Household products;
Publication Date: 10/11/1995 Length: 11p International marketing; Multinational
Revision Date: 01/05/1998 corporations; Product management
Product Type: Case (Field) 585099 Length: 17p
Abstract: Heineken managers are Title: Henkel Corp. (A) Supplementary Materials: Teaching
evaluating the results of the research Author(s): Dolan, Robert J. Note, (592056), 10p, by Robert J. Dolan;
projects designed to identify the values Publication Date: 09/06/1984 Teaching Note, (587164), 16p, by Robert
of the Heineken brand and to translate Product Type: Case (Field) D. Buzzell
these into effective advertising Abstract: Corporate headquarters
messages. wishes to expand sales of a sealant 502019
Geographic Setting: Amsterdam; product currently sold only in the West Title: Henkel KGaA: Detergents
Netherlands German market. Regional affiliates, Division
Industry Setting: Beef industry operating on a profit center basis, are Author(s): Arnold, David J.
Subjects: Advertising; Beverages; not enthusiastic about taking on the new Publication Date: 09/28/2001
Brands; Consumer behavior; product. The case describes the Revision Date: 06/18/2003
International marketing; Market company's standardization plan in which Product Type: Case (Field)
segmentation the same product would be marketed Abstract: Henkel has to decide whether
Length: 13p with a standardized strategy throughout to replace its strong local detergent
Supplementary Materials: Teaching Europe. brands in Italy and Spain with its leading
Note, (598080), 8p, by John A. Quelch Geographic Setting: Europe international brand, Persil. It faces
BESTSELLER Industry Setting: Adhesives & sealants pressure from retailers for international
industry brand standardization. Its competitors,
580047 Gross Revenues: $3 billion assets including P&G and Unilever, are
Title: Heinz Ketchup Subjects: Decentralization; International consolidating their portfolios around a
Author(s): Farris, Paul W. marketing; Marketing implementation; few global "power brands."
Publication Date: 10/23/1979 Marketing strategy; Multinational Geographic Setting: Europe; Germany
Product Type: Case (Field) corporations; New product marketing; Industry Setting: Soap & detergent
Abstract: Describes the media planning Product management; Profit centers industry
problems of Heinz Ketchup, the market Length: 15p Number of Employees: 56,000
leader in a large but stagnant industry. Supplementary Materials: Teaching Gross Revenues: 11.36 billion
On the basis of company marketing Note, (585117), 11p, by Robert J. Dolan eurodollars revenues
objectives, competitive forces, and some Subjects: Brands; Consumer goods;
shifts in demand, students must 585100 Europe; Germany; International
formulate and defend a media plan. Title: Henkel Corp. (B) marketing
Market research data on users, Author(s): Dolan, Robert J. Length: 21p
competition, and sales trends are Publication Date: 09/06/1984 Supplementary Materials: Teaching
included. Should be used with a media Product Type: Case (Field) Note, (503110), 13p, by David J. Arnold
planning model as part of an 8-hour Abstract: Describes the outcome of
exercise. implementation of the standardized plan 574059
Geographic Setting: United States described in Henkel (A). Title: Hero Machine Co., Inc.
Industry Setting: Food industry Geographic Setting: Europe Author(s): Shapiro, Benson P.
Company Size: Fortune 500 Industry Setting: Adhesives & sealants Publication Date: 02/01/1974
Gross Revenues: $2.1 billion sales industry Revision Date: 04/01/1976
Subjects: Advertising media; Food; Gross Revenues: $3 billion assets Product Type: Case (Gen Exp)
Market research; Models; Strategic Subjects: Decentralization; International Abstract: A company which sells parts
market planning marketing; Marketing implementation; and equipment to the chemical specialty
Marketing strategy; Multinational industry is reviewing its sales
compensation plan. It has eight sales 577176 Length: 16p

people and is considering going from a Title: Hess's, Inc. Supplementary Materials: Supplement
salary-plus-expenses system to a Author(s): Buzzell, Robert D.; Hanson (Library), (507036), 5p, by Rohit
system including incentive KS Deshpande, Seth Schulman
compensation. Three alternatives are Publication Date: 05/19/1977 Year New: 2005
proposed. Product Type: Case (Field)
Geographic Setting: United States Abstract: Hess's department store had 507036
Industry Setting: Chemical industry almost saturated its hometown market of Title: Hewlett-Packard (B)
Company Size: small Allentown, Pennsylvania. With five Author(s): Deshpande, Rohit;
Gross Revenues: $4.7 million sales stores in the immediate area and several Schulman, Seth
Subjects: Incentives; Machinery; Sales additional stores within the 20-30 mile Publication Date: 10/19/2006
compensation; Sales management perimeter of Allentown, the Lehigh Product Type: Supplement (Library)
Length: 14p Valley area would no longer be the Abstract: An abstract is not available for
market for most of Hess's expansion. this product. Must be used with:
582126 Hess's had already opened stores in (505065) Hewlett-Packard (A).
Title: Hertz Corp.: Guaranteed Pricing Doylestown, Harrisburg, and Scranton, Subjects: NO
Author(s): Bonoma, Thomas V.; and it intended to move further out into SUBJECTS(KEYWORDS)
Carlson, Karen A. Central Pennsylvania. Would Length: 5p
Publication Date: 03/22/1982 Williamsport be the correct location for Year New: 2007
Revision Date: 04/30/1982 the new prototype store?
Product Type: Case (Field) Geographic Setting: Allentown, PA;
593080
Abstract: The Hertz Corp., a $1.3 billion Williamsport, PA
Title: Hewlett-Packard Imaging Systems
subsidiary of RCA, has instituted a "no Industry Setting: Retail industry
Division: Sonos 100 C/F Introduction
mileage charge, ever" price program in Company Size: mid-size
Author(s): Cespedes, Frank V.; Bell,
response to competitive pressures. Pro Gross Revenues: $109 million sales
Marie
forma revenue and profit projections, Subjects: Department stores;
however, show the firm to be even Expansion; Location of industry;
further away from its corporate plan than Marketing strategy; Retailing
before the move. The president asks for Length: 37p
Abstract: The marketing manager for
a contingency plan to go back to time- the Imaging Systems business unit (ISY)
plus-mileage charges, just in case. 505065 at Hewlett-Packard Medical Products
Geographic Setting: New York, NY Title: Hewlett-Packard (A) Group is considering channel strategy
Industry Setting: Car & truck rental Author(s): Deshpande, Rohit; and channel management issues raised
industry Schulman, Seth by the upcoming introduction of a new
Gross Revenues: $1.3 billion revenues Publication Date: 02/25/2005 cardiac imaging product. Product
Subjects: Automobiles; Leasing; Revision Date: 11/06/2006 marketing's plans call for the use of
Marketing implementation; Marketing Product Type: Case (Field) indirect distribution channels to enter a
planning; Pricing; Services Abstract: Since its controversial merger new segment; important managers in
Length: 12p with Compaq, Hewlett-Packard had ISY's direct sales force disagree.
Supplementary Materials: Teaching been under pressure by analysts and Geographic Setting: United States;
Note, (583133), 14p, by Thomas V. some stockholders to divest itself of its Europe
Bonoma low-margin PC business. For CEO Carly Industry Setting: Medical supplies
Fiorina and others on HP's management Company Size: Fortune 500
586030 team, however, PCs seemed integral to Gross Revenues: $185 million
Title: Hess's Department Stores the company's broader strategy of revenues
Author(s): Salmon, Walter J.; Olson LB becoming more customer focused. In Subjects: Distribution channels;
Publication Date: 02/22/1986 May 2004, with HP's stock substantially Industrial markets; Marketing
Revision Date: 10/13/1993 undervalued, Mike Winkler, HP's chief organization; Marketing strategy;
Product Type: Case (Field) marketing officer, was asked to weigh in Medical supplies; New product
Abstract: Concerns whether a rapidly on the company's PC strategy going marketing; Product management; Sales
expanding department store company forward. Could HP serve its customers management
should modify substantially its logistical better with PCs or without them? And if Length: 19p
arrangements and buying organization in HP stayed in PCs, how should the Supplementary Materials: Teaching
order to tailor inventories better to the company price them? Note, (595017), 13p, by Frank V.
requirements of individual stores and Geographic Setting: United States Cespedes
relieve buyers of excess workloads. Industry Setting: Advertising industry;
Geographic Setting: Allentown, PA Computer industry; Consumer
500064
Industry Setting: Retail industry electronics; IT industry
Title: Hewlett-Packard--Computer
Company Size: mid-size Number of Employees: 142,000
Systems Organization: Selling to
Gross Revenues: $250 million sales Gross Revenues: $73 billion
Enterprise Customers
Subjects: Department stores; Event Year Start: 2004
Author(s): Narayandas, Das; Dudley,
Expansion; Inventory management; Event Year End: 2004
Robert C.
Merchandising; Retailing Subjects: Advertising; Computer
Length: 26p industry; Consumer marketing;
Supplementary Materials: Teaching Customer relations; Diversification;
Note, (592029), 6p, by Walter J. Salmon, Information technology; Marketing
Abstract: In late 1996, Manuel Diaz,
David Wylie management; Pricing; Product portfolio
head of Worldwide Sales for Hewlett-
management
Packard's (HP) Computer Systems
Organization (CSO), is reviewing the large enterprise customers. Diaz does Productivity Division (A) (Condensed),
results of an audit of HP's enterprise not want to put the sales organization Video
customer management approach with through another round of changes Author(s): Shapiro, Benson P.;
the objective of identifying market and unless he is sure they are necessary. He Feinberg, Barbara; Mullin, Dolores
organizational opportunities that might has to figure out if the organization is Publication Date: 11/17/1989
provide HP the next wave of growth ready for more change, and whether the Product Type: Case Video
while further reducing sales and support benefits outweigh the costs of Abstract: A shortened more focused
costs. HP's current customer implementation. The case provides a version of Hewlett-Packard (A), Video (9-
management approach, although detailed review of the audit process and 887-515). Must be used with: (587101)
successful, had involved structural the findings. Teaching Purpose: To Hewlett-Packard: Manufacturing
changes that had forced a deep-rooted illustrate a strategic sales approach to Productivity Division (A).
overhaul of HP's traditional regional managing large customers in high Industry Setting: Computer industry
sales approach. The new technology markets. Subjects: Computer industry;
recommendations would necessitate Industry Setting: Computer industry Interdepartmental relations; Product
another round of drastic changes in the Company Size: Fortune 500 development; Product lines; Research &
way HP manages relationships with its Number of Employees: 730,000 development; Software
large enterprise customers. Diaz does Gross Revenues: $20 billion revenues Length: 26 min
not want to put the sales organization Subjects: Business marketing; List Price: $150.00
through another round of changes Computer industry; Customer relations;
unless he is sure they are necessary. He High technology; Sales management; 587159
has to figure out if the organization is Sales strategy Title: Hewlett-Packard: Manufacturing
ready for more change, and whether the Length: 20p Productivity Division (A), (B), and (C),
benefits outweigh the costs of Video Viewing Guide
implementation. The case provides a 587101 Author(s): Shapiro, Benson P.; Levine,
detailed review of the audit process and Title: Hewlett-Packard: Manufacturing Lawrence B.
the findings. May be used with: Productivity Division (A) Publication Date: 05/21/1987
(503071) Managing a Customer Author(s): Shapiro, Benson P.; Levine, Revision Date: 12/17/1987
Relationship over Time. Lawrence B. Product Type: Supplement (Other)
Industry Setting: Computer industry Publication Date: 12/12/1986 Abstract: Designed to help students
Company Size: Fortune 500 Revision Date: 11/01/1989 who will view the video. Must be used
Number of Employees: 730,000 Product Type: Case (Field) with: (887517) Hewlett-Packard:
Gross Revenues: $20 billion revenues Abstract: In late summer 1986, the Manufacturing Productivity Division (C),
Subjects: Business marketing; management of the Manufacturing Video; (887515) Hewlett-Packard:
Computer industry; Customer relations; Productivity Division (MPD) of Hewlett- Manufacturing Productivity Division (A),
High technology; Sales management; Packard (HP) was in the process of Video; (887516) Hewlett-Packard:
Sales strategy making major market selection and Manufacturing Productivity Division (B),
Length: 19p product policy decisions. MPD is a small Video.
Supplementary Materials: Teaching division which develops and markets Industry Setting: Computer industry
Note, (502071), 10p, by Das manufacturing productivity software Subjects: Computer industry;
Narayandas (materials management, MRP, etc.). The Interdepartmental relations; Product
product policy decisions included degree development; Product lines; Research &
9-502-S17 of product customization and choice of development
Title: Hewlett-Packard--Computer operating systems (UNIX or not?). The Length: 2p
Systems Organization: Selling to relationship between the marketing and
Enterprise Customers, Spanish Version research and development functions is a 587102
Author(s): Narayandas, Das; Dudley, major issue. May be used with: Title: Hewlett-Packard: Manufacturing
Robert C. (587102) Hewlett-Packard: Productivity Division (B)
Publication Date: 08/08/2002 Manufacturing Productivity Division (B); Author(s): Shapiro, Benson P.; Levine,
Product Type: LACC Case (587103) Hewlett-Packard: Lawrence B.
Abstract: In late 1996, Manuel Diaz, Manufacturing Productivity Division (C). Publication Date: 12/12/1986
head of Worldwide Sales for Hewlett- Geographic Setting: United States Revision Date: 12/21/1987
Packard's (HP) Computer Systems Industry Setting: Software industry Product Type: Case (Field)
Organization (CSO), is reviewing the Company Size: Fortune 500 Abstract: Asks where in the Hewlett-
results of an audit of HP's enterprise Gross Revenues: $15 million sales Packard (HP) network of groups and
customer management approach with Subjects: Computer industry; sectors the Manufacturing Productivity
the objective of identifying market and Interdepartmental relations; Product Division should be placed. Provides a
organizational opportunities that might development; Product lines; Research & great deal of background regarding
provide HP the next wave of growth development; Software marketing, sales, and engineering at HP.
while further reducing sales and support Length: 30p It is thus possible to expand and
costs. HP's current customer Supplementary Materials: Supplement broaden the discussion of the integration
management approach, although (Other), (588043), 2p, by Benson P. of the sales, marketing, and engineering
successful, had involved structural Shapiro; Teaching Note, (588042), 6p, functions at the division, group, sector,
changes that had forced a deep-rooted by Benson P. Shapiro; Case Video, and corporate levels. May be used with:
overhaul of HP's traditional regional (890511), 26 min, by Benson P. Shapiro, (587101) Hewlett-Packard:
sales approach. The new Barbara Feinberg, Dolores Mullin Manufacturing Productivity Division (A);
recommendations would necessitate (587103) Hewlett-Packard:
another round of drastic changes in the 890511 Manufacturing Productivity Division (C).
way HP manages relationships with its Title: Hewlett-Packard: Manufacturing Geographic Setting: United States
Industry Setting: Computer industry; Manufacturing Productivity Division (A). Interviews; Market research; Marketing
Electronic instruments & controls Industry Setting: Computer industry implementation; Marketing strategy
Company Size: Fortune 500 Subjects: Computer industry; Length: 2p
Gross Revenues: $7 billion sales Interdepartmental relations; Product
Subjects: Computer industry; development; Product lines; Research & F0703C
Interdepartmental relations; Product development; Software Title: Hidden Wealth in B2B Brands
development; Product lines; Research & Length: 2p Author(s): Gregory, James R.; Sexton,
development Supplementary Materials: Teaching Donald E.
Length: 17p Note, (588042), 6p, by Benson P. Publication Date: 03/01/2007
Supplementary Materials: Supplement Shapiro Product Type: Harvard Business
(Other), (588043), 2p, by Benson P. Review Article
Shapiro; Teaching Note, (588042), 6p, 589117 Abstract: Managers consistently skimp
by Benson P. Shapiro; Case Video, Title: Hi Tech Industries (A): on B2B brand building. That's an
(887516), 36 min, by Benson P. Shapiro, Negotiating Corporate Contracts expensive mistake.
Lawrence B. Levine Author(s): Corey, E. Raymond Subjects: NO
Publication Date: 06/06/1989 SUBJECTS(KEYWORDS)
587103 Revision Date: 10/12/1989 Length: 3p
Title: Hewlett-Packard: Manufacturing Product Type: Case (Field) Year New: 2007
Productivity Division (C) Abstract: Tracks the evolving
Author(s): Shapiro, Benson P.; Levine, procurement strategy of a major 999002
Lawrence B. company, sourcing its annual Title: The High Impact Salesforce: The
Publication Date: 12/12/1986 requirements for computer room Investment You Can't Afford Not to Make
Revision Date: 01/25/1988 furniture. Intended to develop an Author(s): Shapiro, Benson P.
Product Type: Case (Field) understanding of buyer behavior under Publication Date: 05/22/1998
Abstract: Focuses on the development centralized purchasing. A rewritten Product Type: Note
of a "market driven" culture at Hewlett- version of an earlier case by the same Abstract: Presents a call to manage the
Packard (HP); the conflict between author. sales force actively in today's intensely
autonomous, well integrated divisions Geographic Setting: United States competitive world. Suggests five steps
making products responsive to their own Company Size: large that are necessary to make the sales
markets and a greater degree of Subjects: Purchasing force effective, beginning with clear
systems integration at the corporate Length: 12p specification of the sales task to be
level; and the integration of the sales, Supplementary Materials: Supplement achieved.
marketing, and research and (Field), (589118), 2p, by E. Raymond Subjects: Marketing strategy; Sales
development functions. May be used Corey; Teaching Note, (590074), 7p, by compensation; Sales management;
with: (587101) Hewlett-Packard: E. Raymond Corey Sales organization; Sales strategy
Manufacturing Productivity Division (A); Length: 4p
(587102) Hewlett-Packard: 589118
Manufacturing Productivity Division (B). Title: Hi Tech Industries (B): Second- 92406
Geographic Setting: United States Stage Negotiations Title: High-Performance Marketing: An
Industry Setting: Computer industry; Author(s): Corey, E. Raymond Interview with Nike's Phil Knight
Electronic instruments & controls Publication Date: 06/06/1989 Author(s): Knight, Phil; Willigan,
Company Size: Fortune 500 Revision Date: 10/04/1989 Geraldine E.
Gross Revenues: $7 billion sales Product Type: Supplement (Field) Publication Date: 07/01/1992
Subjects: Computer industry; Abstract: Tells how the issues were Product Type: Harvard Business
Interdepartmental relations; Product resolved. Must be used with: (589117) Review Article
development; Product lines; Research & Hi Tech Industries (A): Negotiating Abstract: Behind Nike's catchy slogans
development Corporate Contracts. and flashy TV commercials is the vision
Length: 19p Subjects: Purchasing of founder, chairman, and CEO Phil
Supplementary Materials: Supplement Length: 2p Knight. Knight has taken Nike from a
(Other), (588043), 2p, by Benson P. Supplementary Materials: Teaching small-time distributor of Japanese track
Shapiro; Teaching Note, (588042), 6p, Note, (590074), 7p, by E. Raymond shoes to the top of the athletic shoe and
by Benson P. Shapiro; Case Video, Corey apparel market. He has transformed his
(887517), 41 min, by Benson P. Shapiro,
technology company into a marketing
Lawrence B. Levine
F0206C company whose product is its most
Title: Hidden Minds important marketing tool. Knight learned
588043 Author(s): Zaltman, Gerald; Morse, how to build brands and understand
Title: Hewlett-Packard: Manufacturing Gardiner consumers, and then how to split those
Productivity Division (D), Glossary Publication Date: 06/01/2002 brands into sub-brands to help keep the
Author(s): Shapiro, Benson P. Product Type: Harvard Business company growing. That approach
Publication Date: 12/22/1987 Review Article brought Nike to a broader range of
Product Type: Supplement (Other) Abstract: What do your customers consumers while preserving the
Abstract: Supplements the (A), (B), and really think? Harvard Business School customer base. To create an emotional
(C) cases. A glossary of terms. Must be professor Gerald Zaltman discusses his tie with the consumer, Nike started
used with: (587102) Hewlett-Packard: novel market-research method for advertising on TV. "Sports is at the heart
Manufacturing Productivity Division (B); revealing consumers' unconscious of American culture," Knight says. "You
(587103) Hewlett-Packard: thoughts about everything from fabric can't explain much in 60 seconds, but
Manufacturing Productivity Division (C); sprays to the Internet. when you show Michael Jordan, you
(587101) Hewlett-Packard: Subjects: Consumer marketing; don't have to. It's that simple."
Industry Setting: Advertising industry; Author(s): Moriarty, Rowland T., Jr.; 589099
Footwear industry Kosnik, Thomas J. Title: Hills Department Stores, Inc.
Subjects: Advertising; Brands; Publication Date: 10/14/1987 Author(s): Salmon, Walter J.; Wylie,
Consumer marketing; Footwear; Product Type: Note David
Interviews; Leadership; Product lines Abstract: Intended to demystify the Publication Date: 06/27/1989
Length: 10p notion of high-tech marketing. Its first Revision Date: 09/13/1993
objective is to clarify the definition of Product Type: Case (Field)
R0103H high-tech marketing. Second, it provides Abstract: Discusses what changes in
Title: High-Tech the Old-Fashioned a new framework for evaluating the strategy Hills should pursue.
Way: An Interview with Tom Siebel of question: "How is high-tech marketing Geographic Setting: United States
Siebel Systems different from traditional marketing Industry Setting: Discount retail; Retail
Author(s): Siebel, Tom; Fryer, Bronwyn practice?" Third, it discusses the industry
Publication Date: 03/01/2001 implications of these differences--where Company Size: large
Product Type: Harvard Business they exist--for marketers in high-tech Gross Revenues: $2 billion sales
Review Article settings. Finally, it identifies some Subjects: Credit; Department stores;
Abstract: There is a growing awareness important marketing concepts often Logistics; Organization; Retailing;
among corporations that the quality of overlooked in all the hoopla about high- Strategic planning
the customer experience they provide tech. Length: 17p
directly affects their bottom line. Many Subjects: High technology products; Supplementary Materials: Teaching
are turning to high-flying software maker Industrial markets; Technology Note, (591116), 7p, by Walter J. Salmon,
Siebel Systems for help in managing Length: 18p David Wylie
those relationships. The young company
holds a leadership position in an 598019 IMD018
explosive market--enterprise application Title: Hikma Pharmaceuticals Title: Hilti France: Strategy
software. But customer satisfaction, not Author(s): Quelch, John A.; Root, Robin Implementation (A)
dot-com chic, is foremost on the mind of Publication Date: 11/05/1997 Author(s): Meehan, Sean; Shaner,
Siebel Systems' founder, chairman, and Revision Date: 02/12/1998 Janet
CEO, Tom Siebel. The buttoned-down Product Type: Case (Field) Publication Date: 01/01/2000
Siebel rejects the freewheeling Abstract: The president of a Jordanian Revision Date: 12/17/2002
management style and culture that pharmaceutical company is Product Type: Case (Field)
characterize many Silicon Valley contemplating how to further penetrate Publisher: IMD - International Institute
companies. As the former CEO of Gain the U.S. market, either through its own for Management Development
Technology and a former executive at manufacturing and sales efforts, or as a Abstract: Hilti France has the challenge
Oracle, Siebel believes in putting supplier to a third party to increase its sales and profitability as
customers ahead of technology, Geographic Setting: Jordan; Portugal; part of Hilti's Champion 3C strategy. It
discipline ahead of inspiration. In this United States has three key market segments: upper,
interview, conducted at the company's Industry Setting: Pharmaceutical middle, and lower. Alain Baumann, the
San Mateo, California, headquarters, industry managing director, must decide how to
Siebel describes how this obsessive Number of Employees: 500 prioritize his opportunities.
focus on customer satisfaction has been Gross Revenues: $55 million revenues Geographic Setting: France
the driving force behind the company's Subjects: Expansion; International Industry Setting: Hand tools & power
success. He talks about how the marketing; Middle East; Pharmaceuticals tools
organization remains true to its core Length: 11p Gross Revenues: CHF 2.2 billion
values: a deep commitment to providing Supplementary Materials: Teaching revenues
customer satisfaction; responsible fiscal Note, (598102), 5p, by John A. Quelch Subjects: Decision making; Distribution
practices that have created a cash- channels; France; Market segmentation;
positive business amid today's cash- 577024 Marketing strategy
negative dot-coms; and general Title: Hills Department Stores Length: 7p
professionalism. Siebel Systems rejects Author(s): Buzzell, Robert D.; Durham Supplementary Materials: Teaching
the concept of going to war with rivals; SF Note, (IMD020), 15p, by Sean Meehan,
instead, the CEO says, the company has Publication Date: 09/01/1976 Janet Shaner; Supplement (Field),
forged an ecosystem of partnerships that Revision Date: 04/18/1984 (IMD019), 5p, by Sean Meehan, Janet
allows it to support and integrate its own Product Type: Case (Field) Shaner
systems with other companies' software Abstract: The management of Hills is NEW
products and ultimately ease the considering taking over an abandoned
customer's software installations. W.T. Grant store. The market appears to IMD019
Indeed, Siebel says, the CEO's most be too small to support a standard Title: Hilti France: Strategy
important job is to understand what 80,000-sq. ft. unit, so they must evaluate Implementation (B)
customers need and deliver that. the feasibility of operating stores of Author(s): Meehan, Sean; Shaner,
Subjects: Customer relations; Customer different sizes. Janet
service; Enterprise systems; Internet; Geographic Setting: United States Publication Date: 01/01/2000
Interviews Industry Setting: Retail industry Revision Date: 12/17/2002
Length: 8p Subjects: Capacity planning; Product Type: Supplement (Field)
BESTSELLER Department stores; Location of industry; Publisher: IMD - International Institute
Merchandising; Retailing for Management Development
588012 Length: 33p Abstract: Supplements the (A) case.
Title: High-Tech vs. Low-Tech Must be used with: (IMD018) Hilti
Marketing: Where's the Beef? France: Strategy Implementation (A).
Geographic Setting: France Author(s): Buzzell, Robert D.; Nourse, R0506A

Subjects: Decision making; Distribution Robert E.M. Title: Holding Fast (HBR Case Study
channels; France; Market segmentation; Publication Date: 05/23/1969 and Commentary)
Marketing strategy Revision Date: 12/20/1982 Author(s): Lutz, Robert A.; Christensen,
Length: 5p Product Type: Case (Field) Clayton M.; Wittes, Jason; Galakatos,
Supplementary Materials: Teaching Abstract: Application of a mathematical Nick; Gourville, John T.
Note, (IMD020), 15p, by Sean Meehan, model for predicting market share in the Publication Date: 06/01/2005
Janet Shaner beer industry. Product Type: Harvard Business
NEW Geographic Setting: Ohio Review Article
Industry Setting: Beef industry Abstract: CEO Peter Walsh faces a
501010 Company Size: large classic innovator's dilemma. His
Title: Hilton HHonors Worldwide: Gross Revenues: 4 million BBLS. sales company, Crescordia, produces high-
Loyalty Wars Event Year Start: 1961 quality metal plates, pins, and screws
Author(s): Deighton, John; Shoemaker, Event Year End: 1962 that orthopedic surgeons use to repair
Stowe Subjects: Beverages; Information broken bones. In fact, because of the
Publication Date: 10/12/2000 systems; Market research; Market share; company's long-standing commitment to
Revision Date: 11/08/2005 Market structure; Models quality, some orthopedic surgeons use
Product Type: Case (Field) Length: 26p nothing but Crescordia hardware. And
Abstract: Hilton Hotels regards the now these customers have begun to
frequent guest program as the industry's R0506Z clamor for the next-generation
most important marketing tool, directing Title: Holding Fast (Commentary for technology: resorbable hardware.
marketing efforts at the heavy user. HBR Case Study) Resorbables offer clear advantages over
What is Hilton to do then, when a Author(s): Lutz, Robert A.; Christensen, the traditional hardware. Like dissolving
competitor ups the ante? This case Clayton M.; Wittes, Jason; Galakatos, sutures, resorbable plates and screws
illustrates the economics of frequency Nick; Gourville, John T. are made of biodegradable polymers.
marketing in industries with a very Publication Date: 06/01/2005 They hold up long enough to support a
distinct "heavy half" to their customer Product Type: Harvard Business healing bone, then gradually and
base, and lets students debate what to Review Article harmlessly disintegrate in the patient's
do when Sheraton and Westin Abstract: CEO Peter Walsh faces a body. The new products, however, are
seemingly overdo a good thing. classic innovator's dilemma. His not yet reliable; they fail about 8% of the
Geographic Setting: California company, Crescordia, produces high- time. That's why Crescordia has delayed
Industry Setting: Lodging industry quality metal plates, pins, and screws launching a line using the new
Gross Revenues: $1 billion revenues that orthopedic surgeons use to repair technology. But time is running out. A
Subjects: Customer relations; Customer broken bones. In fact, because of the few competitors have begun to sell
retention; Hotels & motels company's long-standing commitment to resorbables, despite their imperfections,
Length: 18p quality, some orthopedic surgeons use and these companies are picking up
Supplementary Materials: Teaching nothing but Crescordia hardware. And market share. Should Crescordia join the
Note, (501059), 14p, by John Deighton now these customers have begun to fray and risk tarnishing its brand? Or
BESTSELLER clamor for the next-generation should the company sit tight until it can
technology: resorbable hardware. offer a perfect product?
Resorbables offer clear advantages over Industry Setting: Gene therapy;
503S28
the traditional hardware. Like dissolving Medical equipment & device industry
Title: Hilton HHonors Worldwide:
sutures, resorbable plates and screws Subjects: HBR Case Discussions
Loyalty Wars, Spanish Version
are made of biodegradable polymers. Length: 9p
Author(s): Deighton, John; Shoemaker,
They hold up long enough to support a Year New: 2005
Stowe
Publication Date: 10/12/2000 healing bone, then gradually and
Product Type: LACC Case harmlessly disintegrate in the patient's R0506X
Abstract: Hilton Hotels regards the body. The new products, however, are Title: Holding Fast (HBR Case Study)
frequent guest program as the industry's not yet reliable; they fail about 8% of the Author(s): Gourville, John T.
most important marketing tool, directing time. That's why Crescordia has delayed Publication Date: 06/01/2005
marketing efforts at the heavy user. launching a line using the new Product Type: Harvard Business
What is Hilton to do then, when a technology. But time is running out. A Review Article
competitor ups the ante? This case few competitors have begun to sell Abstract: CEO Peter Walsh faces a
illustrates the economics of frequency resorbables, despite their imperfections, classic innovator's dilemma. His
marketing in industries with a very and these companies are picking up company, Crescordia, produces high-
distinct "heavy half" to their customer market share. Should Crescordia join the quality metal plates, pins, and screws
base and lets students debate what to fray and risk tarnishing its brand? Or that orthopedic surgeons use to repair
do when Sheraton and Westin should the company sit tight until it can broken bones. In fact, because of the
seemingly overdo a good thing. offer a perfect product? May be used company's long-standing commitment to
Geographic Setting: California with: (R0506X) Holding Fast (HBR quality, some orthopedic surgeons use
Industry Setting: Lodging industry Case Study). nothing but Crescordia hardware. And
Gross Revenues: $1 billion revenues Industry Setting: Gene therapy; now these customers have begun to
Subjects: Customer relations; Customer Medical equipment & device industry clamor for the next-generation
retention; Hotels & motels Subjects: HBR Case Discussions technology: resorbable hardware.
Length: 20p Length: 4p Resorbables offer clear advantages over
Year New: 2005 the traditional hardware. Like dissolving
sutures, resorbable plates and screws
513136
are made of biodegradable polymers.
Title: Hoffman Breweries Ltd. (A)
They hold up long enough to support a food emporium appeal and where is he Product Type: Case (Field)
healing bone, then gradually and or she coming from? What sort of Abstract: Addresses two primary
harmlessly disintegrate in the patient's indicators are there for future success? issues: 1) how should the Honeywell
body. The new products, however, are Should additional stores patterned along information salesforce be deployed with
not yet reliable; they fail about 8% of the the same line be opened in the same regard to product and industry? and 2)
time. That's why Crescordia has delayed trading area? Includes a brief history of how should the deployment policy be
launching a line using the new the evolution of the superstore with implemented? Of major interest to
technology. But time is running out. A specific descriptions of the family center, management is an apparent over-
few competitors have begun to sell hypermarche, and grand bazaar. emphasis on the sale of large systems.
resorbables, despite their imperfections, Industry Setting: Supermarkets Geographic Setting: United States
and these companies are picking up Company Size: small Industry Setting: Computer industry
market share. Should Crescordia join the Gross Revenues: $9 million sales Company Size: Fortune 500
fray and risk tarnishing its brand? Or Subjects: Marketing strategy; Retailing; Gross Revenues: $600 million sales
should the company sit tight until it can Supermarkets Subjects: Computer industry; Computer
offer a perfect product? May be used Length: 29p systems; Industry structure; Sales
with: (R0506Z) Holding Fast management; Sales strategy
(Commentary for HBR Case Study). SPM8 Length: 27p
Industry Setting: Gene therapy; Title: Honda Performance Development:
Medical equipment & device industry CART vs. IRL--Who Has the Inside 587071
Subjects: NO Track? Title: Honeywell Information Systems
SUBJECTS(KEYWORDS) Author(s): Foster, George; Hoyt, David (A): The Indirect Sales Operation
Length: 5p W.; Covington, Tom; Moskowitz, Jake Author(s): Corey, E. Raymond
Year New: 2005 Publication Date: 11/03/2003 Publication Date: 08/15/1986
Product Type: Case (Library) Revision Date: 05/31/1989
505072 Publisher: Stanford University Product Type: Case (Field)
Title: Home Video Games: Generation Abstract: In 2001, Honda supplied Abstract: Throughout most of its history,
Seven engines to the Championship Auto Honeywell Information Systems had sold
Author(s): Ofek, Elie Racing Teams (CART) series, the most its line of computers directly to
Publication Date: 03/31/2005 technically sophisticated racing series in customers through its own sales force.
Product Type: Note North America. In 1996, a rival series Beginning in 1978, however, it began to
Abstract: Discusses the issues facing had broken off from CART--the Indy develop reseller networks (VARs and
firms in the seventh generation of home Racing League (IRL). The owner of the MRs) to sell its minicomputer line to
video game platforms. In particular, Indianapolis Motor Speedway controlled small/medium sized customers. The new
Sony and Microsoft plan to launch new the IRL, which centered around the Indy strategy generates significant internal
game consoles in the 2005 to 2006 time 500. Since its founding, the IRL had dissension as well as competition in the
frame. Each firm seems to be following a become well established and threatened market between Honeywell's direct sales
different strategy. Microsoft wants to CART's future. Honda had many and its reseller channels.
launch before Sony. Sony for its part is reasons to be unhappy with CART, Geographic Setting: Waltham, MA
trying to develop a superior processor including uncertainties surrounding Industry Setting: Computer industry
for its Playstation 3. Forces students to future engine specifications. A large part Company Size: Fortune 500
grapple with the issue of digital of Honda's motivation for racing was to Gross Revenues: $1.2 billion sales
convergence in content and in hardware train its engineers and to compete at the Subjects: Distribution channels;
functionality. May be used with: (9-508- most technically sophisticated level. The Marketing organization; Sales
076) Sony PlayStation 3: Game Over?. IRL's lower tech engines did not offer the management
Geographic Setting: Global technical challenge that Honda sought. Length: 12p
Industry Setting: Home entertainment However, Honda's most important rival, Supplementary Materials: Teaching
equipment; Videogame Toyota, announced that it would move to Note, (589078), 10p, by E. Raymond
Subjects: Home entertainment the IRL, and it appeared that some of Corey
equipment; Marketing strategy; Product the most powerful race teams might also
introduction; Strategy implementation make that move. At the end of the 2001 587072
Length: 6p season, Honda needed to decide on the Title: Honeywell Information Systems
Year New: 2005 direction of its auto racing future. (B)
Provides an overview of the business of Author(s): Corey, E. Raymond
574075 auto racing. Publication Date: 08/15/1986
Title: Homestead's Geographic Setting: North America Revision Date: 05/31/1989
Author(s): Salmon, Walter J.; Baydin Industry Setting: Automotive industry; Product Type: Case (Field)
LD Racing Abstract: In a move to cope with both
Publication Date: 05/10/1974 Subjects: Advertising strategy; internal conflict and competition between
Revision Date: 05/02/1990 Automobile industry; Decision making; its direct sales and reseller networks,
Product Type: Case (Field) Marketing strategy; Sports Honeywell's management completely
Abstract: Focuses on a single-store Length: 21p reorganizes its marketing operations.
food emporium. Despite heavy pre- Year New: 2004 Geographic Setting: Waltham, MA
opening expenses, after the first four Industry Setting: Computer industry
months of operation the operating loss 575047 Company Size: Fortune 500
has been greatly reduced and the store Title: Honeywell Information Systems Gross Revenues: $1.2 billion sales
is about to break even. Key issues Author(s): Shapiro, Benson P. Subjects: Distribution channels;
concern future marketing strategy for the Publication Date: 01/01/1975 Marketing organization; Sales
store. To what kind of customer does the Revision Date: 06/01/1975 management
Length: 5p Publication Date: 09/13/1988 Avionics

Supplementary Materials: Teaching Revision Date: 11/03/1989 Company Size: Fortune 500
Note, (589078), 10p, by E. Raymond Product Type: Case (Field) Gross Revenues: $1 billion revenues
Corey Abstract: In 1986 Honeywell acquired Subjects: Aerospace industry;
Sperry's aerospace business, including International marketing; Management of
575102 its avionics division. This division's change; Marketing implementation;
Title: Honeywell Information Systems: product line complemented Honeywell's Marketing organization; Marketing
1974 Advertising Program (A) own commercial aviation business. strategy; Sales organization
Author(s): Star, Stephen H.; Bass M; Management is eager to integrate the Length: 5p
Davis, N.J. two groups' international businesses in Supplementary Materials: Teaching
Publication Date: 04/15/1975 one organization, and a task force has Note, (591070), 15p, by Frank V.
Revision Date: 10/23/1979 been established to recommend the Cespedes
Product Type: Case (Field) appropriate organizational structure.
Abstract: In the fall of 1973, executives However, the Sperry and Honeywell HKU251
at Honeywell Information Systems were units have long and consistently followed Title: Hongkong Land Holdings Ltd.:
considering alternative plans for the different marketing strategies and Strategic Repositioning of Real Estate
1974 advertising campaign. Introduction organizational forms in their international Assets
of a new product line was scheduled for markets. Mr. J. Verrant, head of the task Author(s): Pretorius, Frederik; Ho, Mary
1974, and there was some disagreement force, must decide whether the avionics Publication Date: 02/10/2003
among Honeywell's marketing business is "global," the marketing Product Type: Case (Field)
executives about how much emphasis implications of that decision, how to Publisher: University of Hong Kong
should be placed on this new line. structure a combined international Abstract: Hongkong Land Holdings Ltd.
Allows students to evaluate Honeywell's avionics business, and how to (HKL), the property arm of the Jardine
two alternative plans, to consider the implement any recommendations in a Matheson Group, is a leading property
functions of advertising to different complex organizational context. May be investment, management, and
segments of the computer market, and used with Honeywell, Inc.: International development company with a major
the relationship between advertising and Organization for Commercial Avionics portfolio in Hong Kong and other
personal selling in the computer (B). property and infrastructure interests in
industry. Geographic Setting: United States Asia. In early 2000, HKL was faced with
Geographic Setting: Waltham, MA Industry Setting: Aerospace industry; significant changes in its business
Industry Setting: Computer industry Avionics environment in the Central District in
Gross Revenues: $1,777 billion 1973 Company Size: Fortune 500 Hong Kong, where it was the leading
sales Gross Revenues: $1 billion revenues landlord of Grade A retail and office real
Subjects: Advertising; Advertising Subjects: Aerospace industry; estate. It had commissioned a report
media; Computer industry; Industrial International marketing; Management of from consultants to inform the company
markets; Personal selling; Product change; Marketing implementation; on developments in the Grade A retail
introduction Marketing organization; Marketing and office markets and the influence it
Length: 26p strategy; Sales organization might have on the company's
Length: 28p operations. One of the major issues was
Supplementary Materials: Teaching how to reposition the company's aging
576050
Note, (591070), 15p, by Frank V. properties to achieve optimal returns in a
Title: Honeywell, Inc.: EDP Division
Cespedes competitive market.
Author(s): Abell, Derek F.; Craig, John
Publication Date: 09/01/1975 Geographic Setting: Hong Kong
Product Type: Case (Field) 589043 Subjects: Asia; Brand management;
Abstract: Describes a decision to Title: Honeywell, Inc.: International Market analysis; Marketing strategy;
introduce a new line of computers. At Organization for Commercial Avionics Strategic planning; Strategy formulation
issue is whether or not the existing line (B) Length: 28p
can be extended for a few years more, Author(s): Cespedes, Frank V. Supplementary Materials: Teaching
and if not, which market segments the Publication Date: 09/13/1988 Note, (HKU252), 8p, by Frederik
new line should target. Product Type: Case (Field) Pretorius, Mary Ho
Geographic Setting: United States Abstract: Explains what the task force NEW
Industry Setting: Computer industry headed by Mr. Verrant recommended
Company Size: Fortune 500 concerning organizational structure for 577065
Gross Revenues: $1.5 billion sales the international avionics business, and Title: Hood College
Subjects: Computer industry; Market what structure and process was Author(s): Lovelock, Christopher H.
segmentation; Marketing strategy; implemented. Also contains a brief Publication Date: 01/04/1976
Product introduction; Product lines; memo, written six months after the new Product Type: Case (Field)
Strategic market planning organization was put in place, by the Abstract: Hood College, a four-year
Length: 34p head of Honeywell's European business liberal arts women's college, has
Supplementary Materials: Teaching units. The memo raises a number of reversed a serious enrollment decline
Note, (578180), 19p, by Derek F. Abell issues concerning the organization and through curriculum and other changes,
management of the international as well as a carefully planned recruiting
avionics business. Intended to be used program. Under a new president and a
589042
in conjunction with Honeywell, Inc.: new admissions director, decisions must
Title: Honeywell, Inc.: International
International Organization for be made on planning recruiting strategy
Organization for Commercial Avionics
Commercial Avionics (A). for the future. Exhibits include statistics
(A)
Geographic Setting: United States on Hood applications and admissions,
Author(s): Cespedes, Frank V.; King,
Industry Setting: Aerospace industry; and data on competing institutions.
Jon E.
Geographic Setting: Maryland brands create "identity myths" that, Through compelling examples from his
Industry Setting: Higher education through powerful symbolism, soothe work with Coca-Cola, Procter & Gamble,
Subjects: Academic administration; collective anxieties resulting from acute General Motors, and others, he
Higher education; Market segmentation; social change. Holt warns that icons illustrates how leading companies are
Marketing strategy; Nonprofit can't be built through conventional transforming this new knowledge into
organizations; Recruitment branding strategies, which focus on unprecedented value for customers. An
Length: 32p benefits, brand personalities, and intriguing look at how the mind, body,
emotional relationships. Instead, he calls and environment interact to drive our
582102 for a deeper cultural perspective on buying decisions, this book opens the
Title: Hoover: Multinational Product traditional marketing themes like door to the next source of competitive
Planning targeting, positioning, brand equity, and advantage.
Author(s): Shapiro, Benson P.; Buzzell, brand loyalty--and outlines a distinctive Subjects: Consumer behavior; Market
Robert D. set of "cultural branding" principles that research; Marketing strategy; Product
Publication Date: 02/23/1982 will radically alter how companies development
Revision Date: 08/01/1987 approach everything from marketing Length: 352p
Product Type: Case (Field) strategy to market research to hiring and List Price: $32.95
Abstract: Involves multinational product training managers. Until now, Holt NEW
planning for a line of washing machines. shows, even the most successful iconic
The student is asked to decide between brands have emerged more by intuition SMR060
a standard line for all countries or a line and serendipity than by design. With Title: How Do They Know Their
customized to the needs of each How Brands Become Icons, managers Customers So Well?
country. can leverage the principles behind some Author(s): Davenport, Thomas H.;
Geographic Setting: Europe of the most successful brands of the last Harris, Jeanne G.; Kohli, Ajay K.
Industry Setting: Appliance industry half-century to build their own iconic Publication Date: 12/01/2001
Subjects: Appliances; International brands. Douglas B. Holt is associate Product Type: SMR Article
marketing; Multinational corporations; professor of Marketing at Harvard Abstract: Many firms know about their
Product design; Product lines; Product Business School. customers, but few know the customers
planning & policy; Product positioning Geographic Setting: United States themselves or how to get new ones.
Length: 16p Industry Setting: Advertising industry; Leaders in customer knowledge
Supplementary Materials: Teaching Automotive industry; Beer; Cable management go beyond transaction
Note, (584131), 17p, by Benson P. television industry; Motorcycle; Soft drink data, using a mix of techniques, and they
Shapiro industry aren't afraid to tackle difficult problems.
Subjects: Advertising; Advertising The authors report results from
campaigns; Beverages; Brand interviews with 24 leading firms and
F0504F
management; Brands; Business history; describe seven practices that the leaders
Title: How Big Is "Tall"?
Marketing strategy; Product positioning share. The companies interviewed--
Author(s): Krishna, Aradhna
Length: 288p including Harley-Davidson, Procter &
List Price: $29.95 Gamble, and Wachovia Bank--have
Review Article undertaken specific and successful
Abstract: Consumers make clear and 8261 initiatives centered around the
consistent distinctions among sizes. Title: How Customers Think: Essential management of customer knowledge.
Subjects: Consumer marketing; Human Insights into the Mind of the Market Within the practices, two results stand
behavior (Hardcover) out: First, firms are beginning to rely
Length: 1p Author(s): Zaltman, Gerald more on data from actual interactions,
Year New: 2005 Publication Date: 01/13/2003 such as sales and service. They are
Product Type: HBS Press Book seeking creative ways to turn data from
Abstract: Despite the time and money these interactions into knowledge.
7745
spent on market research, 60% to 80% Second, even the most ambitious firms
Title: How Brands Become Icons: The
of new offerings fail. Why do consumers are keeping data from different
Principles of Cultural Branding
often say one thing to marketers--yet act approaches separate. They are not
(Hardcover)
differently in the market? Industry accepting the notion of an integrated
Author(s): Holt, Douglas B.
innovator Gerald Zaltman argues that data repository. The authors go on to
the answer lies in how the mind works. present the practices of the leaders in
Product Type: HBS Press Book
When it comes to buying, 95% of our customer knowledge management.
Abstract: Coca-Cola. Harley-Davidson.
decision making takes place in the Subjects: Customer relations;
Nike. Budweiser. Valued by customers
subconscious mind, yet traditional Information systems; Knowledge
more for what they symbolize than for
marketing methods barely scratch the management; Marketing strategy
what they do, products like these are
surface of this information gold mine. Length: 13p
more than brands--they are cultural
Zaltman introduces a new mindset and Year New: 2005
icons. How do managers create brands
tools for digging deeper into what he
that resonate so powerfully with
calls the "mind of the market"--the 95501
consumers? Based on extensive
complex interplay between consumer Title: How Do You Know When the Price
historical analyses of some of America's
and marketer thinking that determines Is Right?
most successful iconic brands, including
the fate of every product launch. Building Author(s): Dolan, Robert J.
ESPN, Mountain Dew, Volkswagen,
on research from disciplines including Publication Date: 09/01/1995
Budweiser, and Harley-Davidson, this
neurology, sociology, and cognitive Product Type: Harvard Business
book presents the first systematic model
science, Zaltman offers rich insights into Review Article
to explain how brands become icons.
how people really create meaning. Abstract: Too often when managers
Douglas B. Holt shows how iconic
think about pricing, the first question Customers will actively engage Subjects: Brand management;
they ask is, What should the price be? In companies and aggressively seek Competition; Globalization; Marketing
fact, what they should be asking is, Have information, allowing marketers to strategy; Multinational corporations
we addressed all the considerations that drastically reduce their often wasted Length: 8p
will determine the correct price? Robert efforts to capture consumer attention. Year New: 2004
J. Dolan describes two broad qualities of Industry Setting: Advertising industry
an effective pricing process and provides Subjects: Advertising; Consumer SMR053
eight steps to enable managers to marketing; Customer relations; Title: How Increasing Value to
develop and use such a process. The Electronic commerce; Internet; Customers Improves Business Results
pricing scorecard included at the end of Marketing management; Marketing Author(s): Vandermerwe, Sandra
the article will allow managers to strategy Publication Date: 10/01/2000
evaluate how well their pricing practices Length: 5p Product Type: SMR Article
meet these guidelines. Abstract: Companies such as LEGO,
Subjects: Consumer marketing; Cost R0409D British Petroleum, Baxter, Virgin, and
benefit analysis; Industrial markets; Title: How Global Brands Compete Unilever are reversing the law of
Market research; Marketing strategy; Author(s): Holt, Douglas B.; Quelch, diminishing returns by redefining what
Pricing; Pricing strategy; Sales strategy John A.; Taylor, Earl L. business they are in and then practicing
Length: 8p Publication Date: 09/01/2004 a powerful kind of customer focus. The
BESTSELLER Product Type: Harvard Business author defines customer focus as
Review Article obtaining value for customers (even if
99409 Abstract: It's time to rethink global you sometimes help them buy from your
Title: How E-Commerce Will Trump branding. More than two decades ago, competitors) and from customers (who
Brand Management Harvard Business School professor voluntarily continue to patronize your
Author(s): Sealey, Peter Theodore Levitt argued that corporations company because of that value). To
Publication Date: 07/01/1999 should grow by selling standardized achieve a high level of customer focus,
Product Type: Harvard Business products all over the world. But LEGO, for example, must see itself as
Review Article consumers in most countries had trouble being in the "edutainment" business, not
Abstract: At a time when other areas of relating to generic products, so the construction toy business. Focusing
business are undergoing dramatic executives instead strove for global on what customers want in the
improvements in productivity, marketing scale on backstage activities such as edutainment market space, LEGO can
seems to be getting more expensive and production while customizing product find numerous growth opportunities.
less effective. Marketing has seen no features and selling techniques to local Traditionally, businesses have
great advances since the advent of tastes. Such "global" strategies now rule concentrated on getting more market
brand management and network marketing. Global branding has lost share and moving more products and
television after World War II. Reviewer more luster recently because services at the maximum margins. But
Peter Sealey looks for solutions in three transnational companies have been that approach is too easy for competitors
new books. Competing on Value, by under siege, with brands like Coca-Cola to emulate, and cost advantages
Stan Maklan and Simon Knox, advises and Nike becoming lightning rods for eventually diminish. The author delves
companies to look beyond specific antiglobalization protests. The instinctive into the six vital components for a
products and provide value by enlisting reaction of most transnational successful strategy based on customer
the entire organization in satisfying companies has been to try to fly below focus: giving power to the customer,
consumer needs. Radical Marketing, by the radar. But global brands can't getting customers to choose a particular
Sam Hill and Glenn Rifkin, tells how escape notice. In a research project business over its competitors,
niche companies such as Boston Beer involving 3,300 consumers in 41 articulating new market spaces,
won share in competitive markets by countries, the authors found that most delivering an integrated experience,
carefully studying their customers and people choose one global brand over taking advantage of abundant and
bringing their own passions to bear. another because of differences in the reusable resources such knowledge and
While these two books offer real brands' global qualities. Rather than information, and creating reinforcing
improvements to marketing, they don't ignore the global characteristics of their interactions.
offer a conceptual breakthrough that brands, it's critical for firms to manage Subjects: Consumer marketing;
enables companies to get beyond the those characteristics, because future Corporate strategy; Customer relations;
limitations of brand management. Seth growth for most companies will likely Marketing strategy
Godin's Permission Marketing, by come from foreign markets. Consumers Length: 13p
contrast, tells marketers to replace basic base preferences on three dimensions of Year New: 2005
brand strategies with full-fledged global brands--quality (signaled by a
dialogues with consumers. For Godin, company's global stature); the cultural 4850BC
the Internet is tailor-made to host such myths that brands author; and firms' Title: How Is Cultural Branding
dialogues; it allows marketers to efforts to address social problems. The Different?
integrate all their interactions with authors also found that it didn't matter to Author(s): Holt, Douglas B.
customers into one medium and permits consumers whether the brands they Publication Date: 09/15/2004
companies to discover and exploit the bought were American--a remarkable Product Type: HBS Press Chapter
individual interests of the target finding considering that the study was Abstract: While conventional models
audience. Sealey agrees that the conducted when anti-American may work for some branding initiatives,
Internet offers the technology for sentiment in many nations was on the they do not build iconic brands, which,
innovation in marketing, but he goes rise. May be used with: (83308) The according to the author, have been
further than Godin, saying that the Globalization of Markets; (793035) guided by a set of strategic principles
Internet will lead companies all the way Crown Cork & Seal in 1989; (R0411D) called the cultural branding model. This
to customer-driven marketing. Bringing Customers into the Boardroom. chapter uses the cases of Corona, Coke,
and Snapple to contrast cultural knew how to sell. He quickly hooked a club with him. "I won't stand by and be
branding with the branding models that big-league outfit, Kinan Motors, as a disadvantaged simply because I'm a
dominate business practice today. potential customer. He invited their woman," she says. When does client
Subjects: NO representatives to come take a tour of entertainment cross the line? May be
SUBJECTS(KEYWORDS) the company and, while they were in used with: (R0604Z) How Low Will You
Length: 33p town, visit the Red Ruby Club. The Red Go? (Commentary for HBR Case Study).
List Price: $6.95 Ruby? That's a strip club. Galen assured Industry Setting: Automotive parts &
Year New: 2007 CEO Bob Carlton that it was upscale accessories
and full of businesspeople. He said his Subjects: NO
R0604Z reps had often made use of the club to SUBJECTS(KEYWORDS)
Title: How Low Will You Go? woo important accounts away from Length: 6p
(Commentary for HBR Case Study) rivals. As if to prove his point, Kinan Year New: 2006
Author(s): Mobley, Mary Edie; quickly signed a multimillion-dollar
Humphreys, John; Brown, John; Frank, contract with OptiMotors after the visit. F0509L
Katherine; Narayandas, Das; Rousseau, Then April Hartley, Bob's first Title: How Markets Help Marketers
Denise salesperson, quit. She had tried to build Author(s): Elberse, Anita
Publication Date: 04/01/2006 relationships with customers, but the Publication Date: 09/01/2005
Product Type: Harvard Business really big accounts, it seemed, were Product Type: Harvard Business
Review Article looking for "more exciting stuff" than she Review Article
Abstract: No question, Galen McDowell could give them. Now Joan Warren-- Abstract: Stock market simulations can
knew how to sell. He quickly hooked a another saleswoman, and one who help you determine optimal marketing
big-league outfit, Kinan Motors, as a would happily close a deal anywhere strategies for products prior to launch.
potential customer. He invited their she got the chance--is complaining Industry Setting: Film industry
representatives to come take a tour of because Galen won't let her go to the Subjects: NO
the company and, while they were in club with him. "I won't stand by and be SUBJECTS(KEYWORDS)
town, visit the Red Ruby Club. The Red disadvantaged simply because I'm a Length: 2p
Ruby? That's a strip club. Galen assured woman," she says. When does client Year New: 2005
CEO Bob Carlton that it was upscale entertainment cross the line?
and full of businesspeople. He said his Industry Setting: Automotive parts &
576057
reps had often made use of the club to accessories
Title: How Mass Communications Work
woo important accounts away from Subjects: NO
Author(s): Ward, Scott
rivals. As if to prove his point, Kinan SUBJECTS(KEYWORDS)
quickly signed a multimillion-dollar Length: 10p
contract with OptiMotors after the visit. Year New: 2006
Product Type: Note
Then April Hartley, Bob's first Abstract: Explains various theories
salesperson, quit. She had tried to build R0604X about how mass communications work
relationships with customers, but the Title: How Low Will You Go? (HBR in the context of marketing management
really big accounts, it seemed, were Case Study) problems.
looking for "more exciting stuff" than she Author(s): Mobley, Mary Edie; Industry Setting: Advertising industry;
could give them. Now Joan Warren-- Humphreys, John Communications industry
another saleswoman, and one who Publication Date: 04/01/2006 Subjects: Advertising; Communications
would happily close a deal anywhere Product Type: Harvard Business industry; Consumer behavior; Marketing
she got the chance--is complaining Review Article management; Sales promotions
because Galen won't let her go to the Abstract: No question, Galen McDowell Length: 10p
club with him. "I won't stand by and be knew how to sell. He quickly hooked a
disadvantaged simply because I'm a big-league outfit, Kinan Motors, as a
707458
woman," she says. When does client potential customer. He invited their
Title: How Media Choices are Changing
entertainment cross the line? May be representatives to come take a tour of
Online Advertising
used with: (R0604X) How Low Will You the company and, while they were in
Author(s): Bradley, Stephen P.; Bartlett,
Go? (HBR Case Study). town, visit the Red Ruby Club. The Red
Nancy
Industry Setting: Automotive parts & Ruby? That's a strip club. Galen assured
accessories CEO Bob Carlton that it was upscale
Subjects: NO and full of businesspeople. He said his
Product Type: Note
SUBJECTS(KEYWORDS) reps had often made use of the club to
Abstract: What is the response by
Length: 5p woo important accounts away from
advertisers as media consumption
Year New: 2006 rivals. As if to prove his point, Kinan
moves to the digital medium? Provides
quickly signed a multimillion-dollar
an overview of online advertising in mid-
R0604A contract with OptiMotors after the visit.
2006 and discusses the impact of an
Title: How Low Will You Go? (HBR Then April Hartley, Bob's first
increasingly fractured media landscape
Case Study and Commentary) salesperson, quit. She had tried to build
and its accompanying expanding
Author(s): Mobley, Mary Edie; relationships with customers, but the
advertising options.
Humphreys, John; Brown, John; Frank, really big accounts, it seemed, were
Subjects: NO
Katherine; Narayandas, Das; Rousseau, looking for "more exciting stuff" than she
SUBJECTS(KEYWORDS)
Denise could give them. Now Joan Warren--
Length: 34p
Publication Date: 04/01/2006 another saleswoman, and one who
Year New: 2006
Product Type: Harvard Business would happily close a deal anywhere
Review Article she got the chance--is complaining
Abstract: No question, Galen McDowell because Galen won't let her go to the
F0512C reps' performance. These controls let what they actually can do (use limited
Title: How Not to Extend Your Luxury salespeople know which trade-offs the resources and still get the sale). When
Brand company would prefer them to make sales force controls aren't aligned--
Author(s): Reddy, Mergen; Terblanche, when the inevitable conflicts arise when, say, the system simultaneously
Nic between what they want to do (spend encourages reps to be entrepreneurial
Publication Date: 12/01/2005 lots of time and money to get a sale) and but also to file detailed call reports and
Product Type: Harvard Business what they actually can do (use limited check in frequently with their bosses--
Review Article resources and still get the sale). When individuals become discouraged and
Abstract: Don't extend your premium sales force controls aren't aligned-- unproductive, and they eventually leave
brands into other product categories-- when, say, the system simultaneously the company. The authors' research
unless they are adjacent to your core encourages reps to be entrepreneurial suggests there are significant differences
categories. but also to file detailed call reports and between the control systems of
Industry Setting: Fashion industry check in frequently with their bosses-- companies that encourage salespeople
Subjects: NO individuals become discouraged and to put the customer first--outcome
SUBJECTS(KEYWORDS) unproductive, and they eventually leave control (OC) systems--and those that
Length: 4p the company. The authors' research encourage reps to put their managers
Year New: 2005 suggests there are significant first--behavior control (BC) systems. In
differences between the control systems this article, they list the characteristics of
79606 of companies that encourage OC and BC systems, describe the
Title: How Prices, Ad Expenditures, and salespeople to put the customer first-- potential fallout from conflicts within
Profits Are Linked outcome control (OC) systems--and these systems, and explain how you can
Author(s): Farris, Paul W.; Reibstein, those that encourage reps to put their tell which control system is appropriate
David J. managers first--behavior control (BC) for your firm. In most cases, the right
Publication Date: 11/01/1979 systems. In this article, they list the choice will be a consistent system
Product Type: Harvard Business characteristics of OC and BC systems, somewhere in the middle of the OC-BC
Review Article describe the potential fallout from continuum.
Abstract: Coordination between conflicts within these systems, and Subjects: NO
advertising and price strategies may explain how you can tell which control SUBJECTS(KEYWORDS)
lead to higher profits. Analyses of data system is appropriate for your firm. In Length: 12p
from 227 businesses show the price- most cases, the right choice will be a List Price: $6.50
advertising relationship. The results consistent system somewhere in the Year New: 2006
show that companies with higher middle of the OC-BC continuum.
advertising budgets charge premium Geographic Setting: Africa, Western; R0201C
prices; consumers are willing to pay France; Germany; Global Title: How Snapple Got Its Juice Back
more for a perceived "high quality" Industry Setting: Banking industry; Author(s): Deighton, John
product; and the association between Health care industry; Health services; Publication Date: 01/01/2002
advertising expenditures and price is Insurance industry Product Type: Harvard Business
strongest in the last stage of the product Subjects: NO Review Article
cycle. The price-advertising consistency SUBJECTS(KEYWORDS) Abstract: In 1993, Quaker Oats paid
principle is important for attaining a Length: 12p $1.7 billion for the rapidly growing
substantial return on investment. Year New: 2006 Snapple brand. In 1997, it sold the brand
Industry Setting: Advertising industry to Triarc for a mere $300 million. In
Subjects: Advertising; Consumer 1001 2000, Triarc sold it to Cadbury
behavior; Pricing strategy; Product life Title: How Right Should the Customer Schweppes for an estimated $1 billion.
cycle Be? (HBR OnPoint Enhanced Edition) How could so much value be lost and
Length: 12p Author(s): Anderson, Erin; Onyemah, regained so quickly? John Deighton's
Vincent answer to these questions is one that
R0607D Publication Date: 07/01/2006 many marketing professionals are likely
Title: How Right Should the Customer Product Type: HBR OnPoint Article to resist: There is a vital interplay, he
Be? Abstract: If your salespeople aren't sure says, between the challenges that a
Author(s): Anderson, Erin; Onyemah, who their boss is--the district manager? brand faces and the culture of the
Vincent the regional manager? the customer?--it corporation that owns it. Quaker's
Publication Date: 07/01/2006 could be a sign that your company's textbook marketing approach backfired,
Product Type: Harvard Business sales force controls are working at whereas Triarc's revival of Snapple's
Review Article cross-purposes and that your sales original anything-goes attitude worked.
Abstract: If your salespeople aren't sure function is in trouble. Sales force Success in brand management stems
who their boss is--the district manager? controls are the policies and practices from the quality of strategy execution,
the regional manager? the customer?--it that govern the way you train, supervise, and successful execution is a matter of
could be a sign that your company's motivate, and evaluate your sales staff. temperament. Some strategies are best
sales force controls are working at They include the types of compensation entrusted to managers with cautious,
cross-purposes and that your sales you offer your people and the criteria prudent temperaments; others flourish
function is in trouble. Sales force your sales managers use to evaluate the in the hands of risk takers. So before you
controls are the policies and practices reps' performance. These controls let commit to a deal, don't just consider a
that govern the way you train, supervise, salespeople know which trade-offs the brand's sales. Also give some thought to
motivate, and evaluate your sales staff. company would prefer them to make its soul and how it fits with yours.
They include the types of compensation when the inevitable conflicts arise Industry Setting: Agribusiness
you offer your people and the criteria between what they want to do (spend Subjects: Agribusiness; Beverages;
your sales managers use to evaluate the lots of time and money to get a sale) and Brand management; Brands; Corporate
culture; Marketing implementation; (590015) Questionnaire Design and Year New: 2007
Marketing strategy; Strategy Development.
implementation Industry Setting: Financial services R0710J
Length: 6p Subjects: Customer retention; Title: How Valuable Is Word of Mouth?
Marketing strategy Author(s): Kumar, V; Petersen, J.
SMR194 Length: 2p Andrew; Leone, Robert P.
Title: How Social-Cause Marketing Publication Date: 10/01/2007
Affects Consumer Perceptions SMR254 Product Type: Harvard Business
Author(s): Bloom, Paul N.; Hoeffler, Title: How To Reap Higher Profits with Review Article
Steve; Keller, Kevin L.; Basurto Meza, Dynamic Pricing Abstract: The customers who buy the
Carols E. Author(s): Sahay, Arvind most from you are probably not your
Publication Date: 01/01/2006 Publication Date: 07/01/2007 best marketers. What's more, your best
Product Type: SMR Article Product Type: SMR Article marketers may be worth far more to your
Abstract: Case studies suggest that Abstract: Dynamic pricing, in which company than your most enthusiastic
companies, including Avon, Stonyfield prices respond to supply and demand consumers. Those are the conclusions
Farm, and Starbucks, have benefited pressures in real time or near-real time, of professors Kumar and Petersen at the
from marketing initiatives associating the has long been used by airlines and University of Connecticut and professor
company with a socially beneficial hotels. Now dynamic pricing is making Leone at Ohio State University, who
cause. But how should managers inroads in many different sectors, analyzed thousands of customers in
allocate dollars between social-cause including apparel, automobiles, research focused on a
marketing and other types of marketing consumer electronics, personal services, telecommunications company and a
programs? The authors use a market- telecommunications, and second-hand financial services firm. In this article, the
research technique called "conjoint goods. These companies are making authors present a straightforward tool
analysis" to help managers evaluate the use of new findings on dynamic pricing that can be used to calculate both
relative benefits of various types of and of increases in data processing customer lifetime value (CLV), the worth
affinity marketing programs, including power to raise their average realized of your customers' purchases, and
sponsorship of social causes, sports, or prices, thereby increasing revenues and customer referral value (CRV), the value
entertainment events. Conjoint analysis profits. There are two mechanisms for of their referrals. Knowing both enables
involves creating a variety of dynamic pricing: posted prices that you to segment your customers into four
hypothetical brand profiles that contain customers can see; and price-discovery constituent parts: those that buy a lot
combinations of brand attributes; by mechanisms, in which customers but are poor marketers (which they term
asking consumers to rank the profiles, determine prices through their own Affluents); those that don't buy much but
researchers can gain insights into how actions. These two mechanisms are are very strong salespeople for your firm
different brand attributes affect employed in seven different forms: yield (Advocates); those that do both well
consumer preferences. For some of the management (commonly used by (Champions); and those that do neither
products studied, affiliations with social airlines), demand-based pricing, three well (Misers). In a series of one-year
causes had more positive effects on types of auctions, group buying, and experiments, the authors demonstrated
consumer rankings than affiliations with negotiations. Describes eight situations the effectiveness of this segmentation
sports or entertainment events. for using the various forms of dynamic approach. Offering purchasing incentives
However, this was not always true; for pricing. An important constraint in to Advocates, referral incentives to
example, it was not the case for the milk employing dynamic pricing is consumers' Affluents, and both to Misers, they were
brands studied, suggesting that the Latitude of Price Acceptance, which able to move significant proportions of all
effect of social-cause marketing varies for different products and three into the Champions category. Both
initiatives may vary by industry. Also situations and which can be discovered companies reaped returns on their
discusses how brand managers can use through observation, surveys, or marketing investments greater than 12-
conjoint analysis to compare potential analysis of demand elasticities. fold--more than double the normal
marketing initiatives. Customer participation in the pricing marketing ROI for their industries. The
Subjects: NO process decreases the chances of a power of this tool is its ability to help
SUBJECTS(KEYWORDS) consumer backlash. Customers also marketers decide where to focus their
Length: 9p tend to embrace dynamic pricing in the efforts. Rather than waste funds
Year New: 2006 following situations: where the price encouraging big spenders to spend
reflects intensity of demand for the slightly more while overlooking the
F0205A product, there is communication power of customer evangelists who don't
Title: How Surveys Influence Customers between the seller and the consumer, buy enough to seem important, you can
Author(s): Dholakia, Paul M.; Morwitz, and the price difference is explained by reap much higher rewards by nudging
Vicki G. a difference in perceived value across big spenders to make referrals and
Publication Date: 05/01/2002 channels through which the transaction urging enthusiastic proponents of your
Product Type: Harvard Business occurred. The more the seller wares to buy a bit more.
Review Article understands the buying cycles and Subjects: NO
Abstract: Surveying contented habits of the customer, the more he is SUBJECTS(KEYWORDS)
customers just once can increase able to manage price margins to the Length: 10p
profitability over the course of a year, rhythm of the customer's shopping, to Year New: 2007
surprising new research finds. That may segment customers, and to develop
be tempting news to marketers, but price discrimination. R0403H
beware: Surveying unhappy customers Subjects: NO Title: How You Slice It: Smarter
could have the opposite effect. May be SUBJECTS(KEYWORDS) Segmentation for Your Sales Force
used with: (505059) The Harvard Length: 10p Author(s): Wasser, Ernest; Dahneke,
Graduate Student Housing Survey; Marshall; Pekkarinen, Michael; Weissel,
Michael acquisition strategy that reflects a clear Year New: 2005

Publication Date: 03/01/2004 understanding of the economics of an
Product Type: Harvard Business on-line business. At the heart of its C0112D
Review Article strategy is affiliate marketing, a concept Title: How to Coach Your Employees
Abstract: Three years ago, 70-year-old the company pioneered. Under its Author(s): Craumer, Martha
Hill-Rom Inc. was in a position familiar to BuyWeb program, anyone can put a link Publication Date: 12/01/2001
many mature businesses: The company to CDnow on his or her Web site, and if Product Type: Harvard Management
was strong but needed to be stronger. It a customer uses that link to arrive at Communication Letter Article
was a top producer of hospital beds and CDnow and make a purchase, the Abstract: Managerial coaching is a way
specialty mattresses--its core product referring site owner gets a percentage of to get the most out of your people by
lines. It also had competitive, the sale. CDnow pays no money if no showing them that you respect and value
complementary lines of stretchers, sale is made, which makes the them. Rather than trying to improve an
furniture, and architectural equipment. marketing program completely efficient. employee's weaknesses, overlook those
Its customer base was extensive and But CDnow didn't stop there. Being a weaknesses and instead focus on what
had a respected sales force and solid Web store, it had complete data on the he or she does well naturally. The result
profit margins. But by the time Ernest number of visitors to its site and what is not a group of people who think and
Waaser took over as chief executive in they bought, which it used to work out act alike but, instead, a group of
early 2001, revenue growth had been the lifetime value of an average individuals with specific talents. This
slowing, and competition was on the customer. CDnow used that figure to article offers tips on initiating and
rise. To secure Hill-Rom's place in the determine how much to wager on the developing a coaching relationship with
market, Waaser focused first on the expensive and risky world of traditional your employees.
sales organization. The CEO took advertising to reach a wider audience Subjects: Employee development;
several steps to restructure the sales that wasn't already on-line. CDnow's Management of professionals
force. The company changed its experience, still a work in progress, Length: 3p
customer segments to reflect customers' contradicts John Wanamaker's oft- List Price: $4.50
demands and financial status better, quoted lament: "I know half the money I
ultimately targeting two main groups: spend on advertising is wasted, but I can
U9704A
key and prime customers. It then never find out which half." As the CDnow
Title: How to Customize for the Real
changed the overall structure of the example demonstrates, there is a way to
World
sales organization so it could tailor its find out which half really works.
Author(s): Billington, Jim
approach to these two segments; key Industry Setting: Advertising industry;
customers received more specialized Retail industry
service than prime customers. Finally, Subjects: Advertising; Customer
Update Article
Hill-Rom adjusted the sales force after relations; Electronic commerce;
Abstract: Theoretically, information
the company took an in-depth look at Marketing mixes; Marketing planning;
technology should allow businesses to
historical data on products and services Marketing strategy; New economy;
mass customize products and services
and sales completed. Reasons for Retailing; World Wide Web
for their customers at a reasonable cost.
staffing changes were carefully Length: 6p
In truth, experts think you can mass
communicated to the sales force. BESTSELLER
customize effectively for only about 20%
Because of Hill-Rom's initiatives, the
of your customers. The key to success is
cost of sales is down, short-term SMR016 making sure that this 20% represents the
revenue growth is up, the outlook for Title: How to Address the Gray Market buyers who are the most loyal and offer
long-term revenue growth looks bright, Threat Using Price Coordination the biggest opportunity for future profit.
sales and profit margins are up, and Author(s): Assmus, Gert; Wiese, Four different types of customization are
customer satisfaction has increased. Carsten described: 1) collaborative
Subjects: Customer relations; Customer Publication Date: 04/01/1995 customization--dialogues with individual
retention; Market segmentation; Product Type: SMR Article customers to help them articulate their
Restructuring; Sales organization Abstract: Gray market goods are brand needs as the basis for designing and
Length: 7p name products sold through manufacturing customized products, 2)
Year New: 2004 unauthorized channels. Gray markets adaptive customization--standard but
have recently become more threatening customizable product that users can
R00305 to multinational companies as a result of alter to suit their wishes, 3) cosmetic
Title: How to Acquire Customers on the the increasing number of global products customization--changing only the
Web available and easily accessible price presentation of the product for specific
Author(s): Hoffman, Donna L.; Novak, information about them. The authors customers, and 4) transparent
Thomas P. present a framework to select the right customization--providing individual
Publication Date: 05/01/2000 approach to the gray market threat by customers with tailored goods or
Product Type: Harvard Business coordinating price-setting decisions services without their necessarily
Review Article based on the subsidiary's local realizing it. The article further elaborates
Abstract: Most retailers on the Web resources and the complexity of the how to align a company's products and
spend more to acquire customers than product's market. Through examples processes with customer needs.
they will ever get back in revenue from from their sample of companies that Industry Setting: Merchandising
them. Many think that sky-high spending have dealt with gray markets, the Subjects: Customization; Innovation;
on marketing is necessary to stake out authors show how price coordination Marketing strategy; Product design;
their share of Internet space. But is it methods have been implemented. Product development; Product
really? How do retailers know how much Subjects: Brands; Corporate strategy; management
to pay? Consider CDnow, which has Marketing strategy; Pricing Length: 3p
developed a multifaceted customer- Length: 13p
List Price: $4.50 channels, or introducing new products or Author(s): Clayton, John
flanking brands--each of which lets Publication Date: 03/01/2002
CMR328 companies selectively target only those Product Type: Harvard Management
Title: How to Delight Your Customers segments of the market that are under Communication Letter Article
Author(s): Berman, Barry competitive threat. A simple tit-for-tat Abstract: We know that statistics can be
Publication Date: 11/01/2005 price move should be the last resort-- used to deceive, but how aware are we
Product Type: CMR Article and managers should act swiftly and of design's ability to bend the truth? An
Publisher: California Management decisively so competitors will know that annual report's stunning photos and
Review any revenue gains will be short-lived. elegant layout can camouflage weak
Abstract: While many researchers have Subjects: Competition; Marketing content. Text and background may be in
made contributions to the now extensive strategy; Pricing; Pricing strategy such vivid, clashing colors that
literature on service quality, there is Length: 10p processing the words is difficult, or they
much less research on what constitutes BESTSELLER may be so close in color that they're
delight in service quality and how hard to distinguish. Excessive color use
organizations can delight customers. 472X can lead to a sensory overload that
Examines the differences between Title: How to Fight a Price War (HBR distracts readers from focusing on the
customer satisfaction and customer OnPoint Enhanced Edition) message. English speakers typically
delight, notably the benefits of delighting Author(s): Rao, Akshay R.; Bergen, scan a spread in a Z pattern; a
rather than merely satisfying customers. Mark E.; Davis, Scott particularly arresting image in the lower
Describes how to delight customers and Publication Date: 09/01/2000 right-hand corner may be there to
outlines how to implement a successful Product Type: HBR OnPoint Article encourage readers to skip what's placed
customer delight program as well as how Abstract: Price wars are a fact of life, in the middle of the spread. These are
to measure customer delight. Also whether we're talking about the fast- but some of the design strategies
discusses the potential pitfalls of doing paced world of knowledge products, the employed to highlight favorable news
so. marketing of Internet appliances, or the and downplay bad. When you read, pay
Subjects: NO staid, traditional sales of aluminum attention to what the design does--and
SUBJECTS(KEYWORDS) castings. If you're a manager and you're doesn't--want you to see.
Length: 24p not in battle currently, you probably will Subjects: Ethics; Management
Year New: 2006 be soon, so it's never too early to communication
prepare. The authors describe the Length: 2p
causes and characteristics of price wars List Price: $4.50
R00208
Title: How to Fight a Price War and explain how companies can fight
Author(s): Rao, Akshay R.; Bergen, them, flee them--or even start them. The C0201E
Mark E.; Davis, Scott authors say the best defense in a pricing Title: How to Make Your Case in 30
Publication Date: 03/01/2000 battle isn't to simply match price cut for Seconds or Less
Product Type: Harvard Business price cut; they emphasize other options Author(s): Wreden, Nick
Review Article for protecting market share. For Publication Date: 01/01/2002
Abstract: Price wars are a fact of life, instance, companies can compete on Product Type: Harvard Management
whether we're talking about the fast- quality instead of price; they can alert Communication Letter Article
paced world of knowledge products, the customers to the risks and negative Abstract: If you ran into Warren Buffet
marketing of Internet appliances, or the consequences of choosing a low-priced on the street, would you know what to
staid, traditional sales of aluminum option. Companies can reveal their say? Having an "elevator speech" ready
castings. If you're a manager and you're strategic intentions and capabilities; just to go at a moment's notice will enable
not in battle currently, you probably will the threat of a major price action might you to make the most of once-in-a-
be soon, so it's never too early to hold rivals' pricing moves in check. And, lifetime communication opportunities.
prepare. The authors describe the finally, companies can seek support from The elevator pitch gets its name from the
causes and characteristics of price wars interested third parties--governments, 30-second opportunity to tell--and sell--
and explain how companies can fight customers, and vendors, for instance--to your story during a short elevator ride.
them, flee them--or even start them. The help avert a price war. If a company Thirty seconds is also the typical amount
authors say the best defense in a pricing chooses to compete on price, the of time you get to capture someone's
battle isn't to simply match price cut for authors suggest using complex pricing attention. The purpose of an elevator
price cut; they emphasize other options actions, cutting prices in certain speech is not to close a deal, but to
for protecting market share. For channels, or introducing new products or pique your listener's attention enough to
instance, companies can compete on flanking brands--each of which lets agree to move to the next level of
quality instead of price; they can alert companies selectively target only those commitment. And it's not just for funding
customers to the risks and negative segments of the market that are under requests--job interviews, networking
consequences of choosing a low-priced competitive threat. A simple tit-for-tat events, PR opportunities, presentations
option. Companies can reveal their price move should be the last resort-- to executives, and sales all demand the
strategic intentions and capabilities; just and managers should act swiftly and ability to deliver a quick and concise
the threat of a major price action might decisively so competitors will know that explanation of your case. Here, we
hold rivals' pricing moves in check. And, any revenue gains will be short-lived. present eight tips for being prepared with
finally, companies can seek support from Subjects: Competition; Marketing a winning pitch.
interested third parties--governments, strategy; Pricing; Pricing strategy Subjects: Management communication;
customers, and vendors, for instance--to Length: 14p Personal strategy & style
help avert a price war. If a company List Price: $6.50 Length: 2p
chooses to compete on price, the List Price: $4.50
authors suggest using complex pricing C0203B
actions, cutting prices in certain Title: How to Lie with Formatting
C0210B expendables (unnecessary or analysis of the results uncovered

Title: How to Make a Picture Worth a unjustifiable). As firms manage their important insights in consumer behavior.
Thousand Words marketing investments, they must Such results hold a number of important
Author(s): Clayton, John simultaneously assess their brands' implications for companies developing
Publication Date: 10/01/2002 opportunities, allocate resources for the mobile advertising campaigns across
Product Type: Harvard Management long term, and balance their budgets. global markets.
Communication Letter Article Many make the mistake of cutting costs Industry Setting: Cellphone
Abstract: For your next big report, don't indiscriminately, which can jeopardize Subjects: NO
forget that there is an art to choosing the long-term performance. Instead, firms SUBJECTS(KEYWORDS)
right graphic, just as there is to choosing should streamline their product Length: 9p
the right words. By conveying your portfolios, improve the affordability of
message both verbally and visually, you their offerings, and bolster customers' 78410
increase your chances of it being trust. Title: How to Pay Your Sales Force
received and remembered--and Subjects: NO Author(s): Steinbrink, John P.
responded to. Learn how you can devise SUBJECTS(KEYWORDS) Publication Date: 07/01/1978
a visual strategy for your next important Length: 8p Product Type: Harvard Business
report. Review Article
Subjects: Communication; SMR285 Abstract: A survey of 380 companies in
Communication strategy Title: How to Market to Generation 34 industries throughout the United
Length: 3p M(obile) States and Canada examined the three
List Price: $4.50 Author(s): Rohm, Andrew; Sultan, basic kinds of compensation plans and
Fareena found: 1) Salary plans pay fixed rates of
R0904D Publication Date: 07/01/2008 compensation and are appropriate when
Title: How to Market in a Downturn Product Type: Case (Field) measurements of performance are
Author(s): Quelch, John A.; Jocz, Abstract: For many teenagers and difficult to ascertain. 2) Commission
Katherine E. young adults, cell phones, personal plans pay salespeople in direct
Publication Date: 04/01/2009 digital assistants and other handheld proportion to their sales and are
Product Type: Harvard Business devices have become a necessity of appropriate for maximizing incentives or
Review Article everyday life. That fact has not escaped for predicting sales costs in direct
Abstract: Because no two recessions the attention of companies that have had relationship to sales volume. 3) A
are exactly alike, marketers find great difficulty reaching young combination plan includes all variations
themselves in poorly charted waters consumers through traditional marketing of salary plans plus other monetary
every time one occurs. But guidance is approaches. In theory, the mobile incentive plans. This plan is more
available, say Quelch and Jocz, who platform provides the perfect mechanism complex to administer; however, it
have studied marketing successes (by for reaching young consumers. A large allows for greater incentive and flexibility.
Smucker, Procter & Gamble, Anheuser- retailer might, for example, send a group Subjects: Incentives; Sales
Busch, and others) as well as failures of teenagers who are at a shopping mall compensation; Sales management
throughout past recessions and various electronic coupons on their Length: 11p
identified patterns in consumer and phones to promote special discounts.
company behavior that strongly affect Many global corporations, including 278X
performance. Understanding consumers' Burger King, MTV, Procter & Gamble Title: How to Price Your Products and
changing psychology and habits, the and Ford, have initiated programs that Services (Paperback)
authors argue, will enable firms to hone enable consumers to search for the Author(s): HBR
their strategies so they can both survive nearest restaurant location using their Publication Date: 07/01/1990
the current downturn and prosper cell phones, receive electronic coupons Product Type: HBS Press Book
afterward. Consumers in a recession or participate in other mobile marketing Abstract: Even experienced marketing
can be divided into four groups: The activities. Such campaigns have people can suffer a queasy feeling in the
slam-on-the-brakes segment, which generated click-through rates up to 10 pit of their stomachs when they make a
feels the hardest hit, reduces all types of times those of traditional Internet banner pricing decision. The distress arises from
spending. Pained-but-patient ads, and recent forecasts for global seemingly nebulous decision criteria and
consumers, who constitute the largest mobile marketing spending range from the competitive consequences. This
segment, also economize in each area, $9 billion to $19 billion by 2011. That collection of Harvard Business Review
though less aggressively. Comfortably said, several brands, including articles does not offer formulaic answers
well-off individuals consume at near- Budweiser, ESPN, Sprite and adidas, but provides ways of framing the pricing
prerecession levels but become a little have launched mobile marketing efforts question for consumer and industrial
more selective (and less conspicuous) only to see some successes amidst an markets. The last section of the book
about their purchases. Live-for-today equal number of disappointments. To considers the thorny problem of setting
consumers pretty much carry on as investigate what truly influences whether equitable transfer prices. HBR
usual, responding to the recession young consumers will participate in paperbacks are regularly revised with
mainly by extending their timetables for mobile marketing activities, the authors recent articles.
making major purchases. People may recently conducted a survey in the Subjects: Pricing; Pricing strategy;
switch segments if their economic United States and Pakistan. The study Product lines; Product management
situations change for the worse. All looked at the relative importance of a Length: 125p
groups prioritize consumption by sorting number of factors, including consumers' List Price: $19.95
products and services into the following personal attachment to their cell phones,
categories: essentials (central to their concerns for privacy and their
84312
survival or well-being), treats (justifiable), willingness to "opt in" and accept
Title: How to Segment Industrial
postponables (can be put off), and permission-based marketing. An
Markets
Author(s): Shapiro, Benson P.; Wondering--Understanding the Minds of 597022

Bonoma, Thomas V. Consumers. Title: Howard, Shea & Chan Asset
Publication Date: 05/01/1984 Subjects: NO Management (B)
Product Type: Harvard Business SUBJECTS(KEYWORDS) Author(s): Shapiro, Benson P.
Review Article Length: 32p Publication Date: 08/15/1996
Abstract: The difficulty of segmenting List Price: $6.95 Product Type: Case (Field)
industrial markets has dissuaded Year New: 2007 Abstract: Continues the plot about
companies from trying, despite the growth and sales strategies, and adds
benefits they lose in terms of market C0012C interesting pricing and sales
analysis and selection. The problem is to Title: How to Use Clip Art compensation elements. The partners'
identify the most useful variables. One Author(s): Clayton, John meeting sharpens the disagreements
way to do this is to arrange the five Publication Date: 12/01/2000 among the five partners, and forces
general segmentation criteria of Product Type: Harvard Management Anne Howard, the managing partner, to
demographics, operating variables, Communication Letter Article develop a clear action plan. May be used
customer purchasing approaches, Abstract: Is clip art a useful visual with: (597021) Howard, Shea & Chan
situational factors, and personal buyer communication tool--or just a hokey Asset Management (A); (597023)
characteristics, into a nested hierarchy. gimmick? Most graphic designers and Howard, Shea & Chan Asset
The segmentation criteria of the largest, communications experts shy away from Management (C); (597024) Howard,
outermost nest are general clip art, saying clip art is crude and too Shea & Chan Asset Management (D):
characteristics about industries and vague to be useful. But there are some Sales Presentation.
companies. Innermost nests are specific, people, such as Robert E. Horn, author Geographic Setting: United States
subtle, and hard-to-assess traits. of "Visual Language: Global Industry Setting: Securities & investing
Subjects: Industrial markets; Market Communication for the 21st Century," Company Size: mid-size
segmentation who consider clip art to be the key to Number of Employees: 28
Length: 7p communicating visually in the future. Gross Revenues: $21 million revenues
Horn points to the widespread use of Subjects: Investment management;
4452BC pictograms and icons, and predicts that Marketing strategy; Pricing strategy;
Title: How to Think Deeply: A Brief as clip art improves in quality and Recruitment; Sales management
Guide to Overcoming Your Depth Deficit becomes easier to get, it will become an Length: 4p
Author(s): Zaltman, Gerald; Zaltman, essential part of business
Lindsay communication rather than an annoying 597023
Publication Date: 05/06/2008 distraction. Title: Howard, Shea & Chan Asset
Product Type: HBS Press Chapter Subjects: Communication Management (C)
Abstract: This chapter identifies a deficit Length: 2p Author(s): Shapiro, Benson P.
in deep thinking among managers and List Price: $4.50 Publication Date: 08/15/1996
discusses some factors contributing to Revision Date: 10/25/1996
this deficit, particularly managers' 597021 Product Type: Case (Field)
tendencies to overemphasize surface- Title: Howard, Shea & Chan Asset Abstract: Goes to the heart of the sales
level differences among consumers and Management (A) strategy issues by asking discussion
to neglect the deep metaphors that Author(s): Shapiro, Benson P. participants to: 1) develop a
enable us to observe such differences in Publication Date: 08/15/1996 salesperson recruiting process, 2)
the first place. May be used with: Revision Date: 10/25/1996 choose among four resumes, and 3)
(4451BC) Undressing the Mind of the Product Type: Case (Field) develop a sales compensation approach.
Consumer: Introduction to Deep Abstract: A medium-sized investment May be used with: (597021) Howard,
Metaphors; (4453BC) Foundations of management firm is attempting to decide Shea & Chan Asset Management (A);
Deep Metaphors: How Managers whether to try to grow, and if so, how. It (597022) Howard, Shea & Chan Asset
Benefit from Discovering Consumer is a complicated decision because the Management (B); (597024) Howard,
Similarities; (4454BC) Balance: How managing partner and her colleagues Shea & Chan Asset Management (D):
Justice, Equilibrium, and the Interplay of have significantly different views. This Sales Presentation.
Elements Affect Consumer Thinking; case provides the background on the Geographic Setting: United States
(4455BC) Transformation: How industry, firm, and situation. May be Industry Setting: Securities & investing
Changes in Substance and used with: (597022) Howard, Shea & Company Size: mid-size
Circumstances Affect Consumer Chan Asset Management (B); (597023) Number of Employees: 28
Thinking; (4456BC) Journey: How the Howard, Shea & Chan Asset Gross Revenues: $21 million revenues
Meeting of Past, Present, and Future Management (C); (597024) Howard, Subjects: Investment management;
Affects Consumer Thinking; (4457BC) Shea & Chan Asset Management (D): Marketing strategy; Pricing strategy;
Container: How Inclusion, Exclusion, Sales Presentation. Recruitment; Sales management
and Other Boundaries Affect Consumer Geographic Setting: United States Length: 13p
Thinking; (4458BC) Connection: How Industry Setting: Securities & investing
the Need to Relate to Oneself and Company Size: mid-size 597024
Others Affects Consumer Thinking; Number of Employees: 28 Title: Howard, Shea & Chan Asset
(4459BC) Resource: How Acquisitions Gross Revenues: $21 million revenues Management (D): Sales Presentation
and Their Consequences Affect Subjects: Investment management; Author(s): Shapiro, Benson P.
Consumer Thinking; (4460BC) Control: Marketing strategy; Pricing strategy; Publication Date: 08/14/1996
How the Sense of Mastery, Vulnerability, Recruitment; Sales management Revision Date: 10/23/1996
and Well-Being Affects Consumer Length: 13p Product Type: Case (Field)
Thinking; (4461BC) Deep Metaphors at Abstract: Provides the context and hard
Work: A Strategy for Workable copy material to accompany a video
sales presentation. Participants are HKU716 company, changed its name to Hugo
asked to develop criteria for evaluating a Title: Huella Online Travel: Gaining Boss AG, the name of its original
sales presentation and then to apply the Market Insight Into Hong Kong founder. The company also introduced
criteria to the video presentation. May be Consumers two more brands, Hugo and
used with: (597021) Howard, Shea & Author(s): Chan, Isabella; Zhou, Kevin Baldessarini. The two new brands
Chan Asset Management (A); (597022) Publication Date: 02/18/2008 enveloped the flagship brand, Boss,
Howard, Shea & Chan Asset Product Type: Case (Field) which had been the company's only
Management (B); (597023) Howard, Publisher: University of Hong Kong brand until 1993. The corporate brand
Shea & Chan Asset Management (C). Abstract: In April 2007, Huella Online umbrella, Hugo Boss, firmly and
Geographic Setting: United States Travel Ltd, a Malaysian-based online prominently towered over the three
Industry Setting: Securities & investing travel portal targeting Asia, including individual brands.
Company Size: mid-size Greater China, announced its results for Geographic Setting: Europe
Number of Employees: 28 the financial year 2006. Its market share Industry Setting: Textile industry
Gross Revenues: $21 million revenues for Hong Kong had been hovering just Subjects: Brands; Clothing; EC single
Subjects: Investment management; under 5% since the launch of its local market; Europe; Germany; Market
Marketing strategy; Pricing strategy; site in 2000 and was performing worse research; Marketing management
Recruitment; Sales management in this than in other markets. A Length: 9p
Length: 32p qualitative market research study Supplementary Materials: Teaching
Supplementary Materials: Case Video, conducted earlier had revealed that low Note, (IES080), 2p, by Erich
(597501), 33 min, by Benson P. Shapiro awareness of the Huella brand and the Joachimsthaler
general risk-averseness of Hong Kong
597501 consumers towards online travel 88208
Title: Howard, Shea & Chan Asset purchases appeared to be the key Title: Humanize Your Selling Strategy
Management (D): Sales Presentation, reasons behind this. These findings Author(s): Mackay, Harvey B.
Video were also echoed by market intelligence Publication Date: 03/01/1988
Author(s): Shapiro, Benson P. and industry reports, both of which Product Type: Harvard Business
Publication Date: 09/25/1996 suggested that online travel had not Review Article
Product Type: Case Video picked up in Hong Kong, despite the Abstract: Mackay Envelope Corp. of
Abstract: Presents a sales presentation, city's high internet usage penetration Minneapolis has gained steadily in sales
allowing students and executive rate and the techno-savvy nature of its and market share by stressing
participants to develop a set of criteria population, especially that of young salesmanship and focusing on the
for such a presentation and apply them people. Indeed, Hong Kong's adoption individual customers. Through building
to a real one. Must be used with: rate for online flight purchases was personal relationships and through
(597024) Howard, Shea & Chan Asset among the lowest in the world. In order research, Mackay develops elaborate
Management (D): Sales Presentation. to confirm previous findings and to test files on customers and potential
Subjects: Investment management; their representativeness, Huella decided customers - not only business data but
Marketing strategy; Pricing strategy; to conduct a quantitative study. The also information on each contact's
Recruitment; Sales management company's goals were to devise a viable education, family, particular interests,
Length: 33 min marketing strategy to ease Hong Kong and life-style. The goal is to focus on the
List Price: $150.00 consumers' concerns towards online individual across the table. Such
travel purchases and ultimately to attention to detail requires well-trained,
increase its market share in the city. This alert salespeople. Harvey Mackay
M283
case illustrates the types of information himself spends evenings with candidates
Title: Hudson's Bay Co.
needed by a company for its specific and their spouses and tests them with
Author(s): Lal, Rajiv; Okun, Doug
marketing objectives and examines how long telephone conversations. Once
different types of market research can hired, they routinely take Dale Carnegie
help it attain its goals. and Toastmasters courses. The
Geographic Setting: China; Hong Kong company rewards top performers for
Abstract: News that Wal-Mart, the
Industry Setting: Airline industry; collaborative work as well as for landing
biggest, most powerful retailer in the
Online information services; Tourism big contracts.
world, was entering the Canadian
industry Subjects: Employee training; Market
market with an instant presence by
Subjects: NO share; Sales management; Sales
buying 122 Woolco stores caused
SUBJECTS(KEYWORDS) strategy
pandemonium at Hudson's Bay Co.
(HBC) and its Zellers discount chain.
Faced with the perception that Wal-Mart
Note, (HKU717), 7p, by Isabella Chan,
would "come-in and mow everyone 500030
Kevin Zhou
down," HBC's CEO George Kosich and Title: Hunter Business Group:
Year New: 2008
Zeller's President Paul Walters had to TeamTBA
decide how to withstand the assault, Author(s): Narayandas, Das; Caputo,
continue to grow, and remain Canada's IES079 Elizabeth
largest retailer. Title: Hugo Boss AG Publication Date: 12/01/1999
Geographic Setting: Canada Author(s): Joachimsthaler, Erich; Revision Date: 03/08/2002
Industry Setting: Retail industry Bumm, Veerena Product Type: Case (Field)
Gross Revenues: $2.2 billion revenues Publication Date: 12/01/1995 Abstract: The Hunter Business Group
Subjects: Canada; Competition; Market Product Type: Case (Field) (HBG), a direct marketing consulting firm
entry; Marketing strategy; Retailing Publisher: IESE Business School specializing in reorganizing the sales
Length: 21p Abstract: In 1993, Boss AG, Germany's and marketing efforts of industrial firms,
biggest men's apparel and textile uses integrated customer contact
technologies (including field sales, Revision Date: 09/23/1992 Paul Y.J. Kim
telephone, and mail) as a means of Product Type: Case (Field) Year New: 2007
"revolutionizing the face of business-to- Abstract: Hurricane Island Outward
business (b2b) direct marketing." The Bound, a small, nonprofit school that F0411A
firm operates under the theory that a helped pioneer experiential education in Title: I Am My Own Database
seller's communications provide genuine the United States, has recently Author(s): Watson, Richard T.
value to a customer, and that successful recovered from a financial crisis. Publication Date: 11/01/2004
direct marketing programs result in solid Students take the role of the school's Product Type: Harvard Business
relationships, high retention rates, and new marketing manager, who is Review Article
increased profitability for the customer. preparing his first marketing plan for the Abstract: By allowing consumers to
This case highlights, in detail, HBG's organization. Faced with a tight control data about their purchases and
implementation of its approach for Star marketing budget, students must choose preferences, says business and
Oil's tire, battery, and accessory (TBA) among several marketing programs by technology professor Richard T. Watson,
business that has been facing declining evaluating their past performance and companies can get a better sense of
market share and profitability in the face further potential. Alternately, students what their customers want to buy.
of ever-increasing competition. may shift pricing or the course mix to Subjects: Consumer behavior;
Geographic Setting: Milwaukee, WI generate additional marketing funds. Consumer marketing; Customer
Number of Employees: 30 Case explores appropriateness of relations; Information technology;
Gross Revenues: $20 million revenues marketing tactics relative to strategy, Marketing strategy; Value of information
Subjects: Communication; Customer appropriateness of strategy, pricing and Length: 2p
relations; Direct marketing; Marketing service mix issues, and marketing's Year New: 2004
strategy; Service management management of demand in an extremely
Length: 16p seasonal business.
599037
Supplementary Materials: Teaching Geographic Setting: Rockland, ME
Title: I Lost My Volvo in New Haven:
Note, (502066), 13p, by Das Industry Setting: Education industry
Tennis Event Sponsorship
Narayandas Company Size: small
Author(s): Greyser, Stephen A.; Harris,
Gross Revenues: $5 million sales
Brian; Truwit, Mitchell
9-507-S10 Subjects: Marketing planning; Nonprofit
Title: Hunter Business Group: organizations; Performance
TeamTBA, Spanish Version measurement; Pricing strategy; Product
Author(s): Narayandas, Das; Caputo, planning & policy; Services; Social
Abstract: Focuses on event
Elizabeth enterprise
management and sponsorship from the
Publication Date: 12/01/1999 Length: 19p
perspective of the event owner (rather
Product Type: LACC Case Supplementary Materials: Teaching
than that of the sponsorship company).
Abstract: The Hunter Business Group Note, (589049), 21p, by Thomas V.
Describes in depth the search by one of
(HBG), a direct marketing consulting firm Bonoma
the tennis tournaments on the
specializing in reorganizing the sales BESTSELLER
professional circuit for a principal
and marketing efforts of industrial firms, sponsor. Detailed economics of
uses integrated customer contact HKU633 tournament management are included,
technologies (including field sales, Title: Hyundai and Kia: Automobile as well as information on the linkage
telephone, and mail) as a means of Branding in China between tournament sponsorship and
"revolutionizing the face of business-to- Author(s): Tang, Amy; Kim, Paul Y.J. television. Students must decide among
business (b2b) direct marketing." The Publication Date: 03/01/2007 several specific interested companies as
firm operates under the theory that a Product Type: Case (Field) the best sponsor for the tournament. The
seller's communications provide genuine Publisher: University of Hong Kong event owner must also consider how, if
value to a customer, and that successful Abstract: Beijing Hyundai Motor at all, his tournament can be
direct marketing programs result in solid Corporation and Dongfeng Yueda Kia differentiated from the many others on
relationships, high retention rates, and Motors were both troubled by the the calendar.
increased profitability for the customer. problematic sales trend of their locally Geographic Setting: United States
This case highlights, in detail, HBG's branded cars. At the same time, a Brand Industry Setting: Professional sports
implementation of its approach for Star Power Research Study conducted by teams & organizations
Oil's tire, battery, and accessory (TBA) Hyundai and Kia in China showed that Subjects: Consumer marketing; Sports
business that has been facing declining both companies still had significant room Length: 14p
market share and profitability in the face for improvement in strengthening the
of ever-increasing competition. power of their corporate branding to
304012
Geographic Setting: Milwaukee, WI induce consumer purchases. Illustrates
Title: I've Got Rhythm: Selling Cardiac
Number of Employees: 30 the importance of global branding when
Rhythm Management Devices
Gross Revenues: $20 million revenues companies expand overseas and allows
Author(s): Herzlinger, Regina E.; Lagor,
Subjects: NO students an opportunity to evaluate
William; Perry, Christopher; St. Germain,
SUBJECTS(KEYWORDS) corporate and car branding at both
Scott
Length: 17p international and local levels.
588019 Industry Setting: Automotive industry
Title: Hurricane Island Outward Bound Subjects: NO
Abstract: The head of sales and
School SUBJECTS(KEYWORDS)
marketing in a large medical devices firm
Author(s): Bonoma, Thomas V.; Clark, Length: 37p
must decide how to assign his sales
Bruce H. Supplementary Materials: Teaching
force. He compares selling in the
Publication Date: 10/09/1987 Note, (HKU634), 12p, by Amy Tang,
pharma, specialty pharma, and device
industries and analyzes the reasons for Company Size: Fortune 500 Event Year End: 2003
the differences. Gross Revenues: $50 billion sales Subjects: Community relations;
Industry Setting: Medical equipment & Event Year Start: 1966 Computer systems; New product
device industry Subjects: Computer industry; Marketing marketing; Nonprofit organizations;
Gross Revenues: $1billion revenues implementation; Marketing management; Product introduction; Social enterprise
Event Year Start: 2003 Marketing organization; Marketing Length: 15p
Event Year End: 2003 strategy; Sales management; Sales Supplementary Materials: Teaching
Subjects: Health care; Industry organization Note, (505028), 6p, by John A. Quelch
analysis; Medical supplies; Length: 23p Year New: 2004
Pharmaceuticals; Sales management; Supplementary Materials: Teaching
Sales strategy; Technology Note, (589067), 33p, by Frank V. 593122
Length: 30p Cespedes Title: IBM: A Product for Managing
Year New: 2004 Local Area Networks (A)
588061 Author(s): Dhebar, Anirudh
UV0023 Title: IBM Marketing Organization (B): Publication Date: 06/30/1993
Title: I.M.A.G.E. International Process Revision Date: 06/17/1994
Author(s): Spekman, Robert E.; Author(s): Cespedes, Frank V. Product Type: Case (Field)
Newton, Derek A.; Ranson, Alexandra Publication Date: 02/26/1988 Abstract: IBM must decide how to
Publication Date: 10/12/1993 Product Type: Case (Field) respond to some large, multi-facility,
Revision Date: 07/15/2004 Abstract: Throughout the changes in cutting-edge customers' local-area
Product Type: Case (Field) structure described in IBM Marketing network (LAN) management needs.
Abstract: Furthers understanding of, Organization (A): Changes in Structure, While several groups are working on a
and familiarity with, nonfinancial certain field processes and systems strategic architectural solution, there are
incentives. Describes major elements remained relatively constant features of no definite product plans. Meanwhile, the
that go into making a high-performance IBM's marketing programs. These customers' needs are immediate. This
sales force; the practices, policies, and included the role of the branch manager, case describes typical LAN and LAN
philosophies that are revealed about compensation and recognition systems management needs and challenges and
ways to motivate people provide a basis for field marketing reps, an emphasis on why coming up with a strategic product
for discussion. Also gives the instructor industry specialization, and attention to was especially difficult in the IBM multi-
an opportunity to teach students about "leadership" accounts. This case product group context. In the end, a
the unexciting but necessary side of describes these processes, which decision is taken to form a separate
managing a sales force with its quotas, should be considered in the context of organization to develop a tactical LAN
contests, and sales standings. the structural changes described in the management product in the shortest
Geographic Setting: New York (A) case. A rewritten version of an earlier possible time. There would eventually be
Industry Setting: Office supplies case. a strategic product, but the tactical
industry Geographic Setting: United States product will meet the customers'
Subjects: NO Industry Setting: Computer industry immediate needs. Given multiple product
SUBJECTS(KEYWORDS) Company Size: Fortune 500 groups and plans for an eventual
Length: 5p Gross Revenues: $50 billion sales strategic product, does it make sense to
Supplementary Materials: Teaching Event Year Start: 1966 establish a separate organization and
Note, (UV0048), 7p, by Derek A. Newton Subjects: Computer industry; Marketing charge it with the responsibility of
Year New: 2007 implementation; Marketing management; developing and marketing a tactical
Marketing organization; Marketing product?
588060 strategy; Sales management; Sales Industry Setting: Computer industry
Title: IBM Marketing Organization (A): organization Company Size: Fortune 500
Changes in Structure Length: 11p Number of Employees: 383,000
Author(s): Cespedes, Frank V. Supplementary Materials: Teaching Gross Revenues: $62.7 billion
Publication Date: 02/26/1988 Note, (589067), 33p, by Frank V. revenues
Product Type: Case (Field) Cespedes Subjects: Computer industry; Product
Abstract: Describes the major development; Product planning & policy
reorganization in IBM's U.S. marketing 504103 Length: 8p
organization between 1966 and 1988 as Title: IBM On Demand Community Supplementary Materials: Supplement
well as the reasons for each change. Author(s): Quelch, John A. (Field), (593123), 4p, by Anirudh Dhebar
During this period, IBM's field marketing Publication Date: 05/21/2004
efforts were organized, first, with a Revision Date: 08/06/2004 593123
product-line focus, then in terms of Product Type: Case (Field) Title: IBM: A Product for Managing
account size, and then geographically. Abstract: The vice-president of IBM Local Area Networks (B)
Thus, the case provides an opportunity Corporate Community Relations is Author(s): Dhebar, Anirudh
to discuss the strengths and developing the launch program for IBM Publication Date: 06/30/1993
weaknesses of three major forms of On Demand Community, a suite of 140 Revision Date: 06/17/1994
marketing organization, as well as the technology tools designed to enable IBM Product Type: Supplement (Field)
issues posed by the addition of indirect employees to assist nonprofit community Abstract: Presents a continuation of the
channels of distribution. May be used organizations and schools worldwide. (A) case. Must be used with: (593122)
with IBM Marketing Organization (B): Geographic Setting: Global IBM: A Product for Managing Local
Process. A rewritten version of an earlier Industry Setting: Computer industry Area Networks (A).
case. Number of Employees: 315,000 Industry Setting: Computer industry
Geographic Setting: United States Gross Revenues: $88 billion revenues Subjects: Computer industry; Product
Industry Setting: Computer industry Event Year Start: 2003 development; Product planning & policy
Length: 4p Describes the organization and Length: 20p

representative activities of each AGMM Supplementary Materials: Teaching
592066 unit as of early 1991. Students must Note, (589010), 20p, by Minette E.
Title: IBM: Assistant General Manager consider: 1) What is the best allocation Drumwright
of Marketing (A) of available time and resources among
Author(s): Cespedes, Frank V.; Goode, the various groups that each AGMM 504S37
Laura must deal with? 2) How can each AGMM Title: IDS Financial Services
Publication Date: 01/15/1992 build the necessary connections and (Condensed), Spanish Version
Revision Date: 06/03/1994 influence required to manage Author(s): Deighton, John
Product Type: Case (Field) interactions with other groups at IBM? 3) Publication Date: 08/23/1995
Abstract: First in a two-case series What mix of experience and skills should Revision Date: 10/02/1996
focusing on a new position established guide staffing decisions in each AGMM Product Type: LACC Case
in late 1988 by IBM to facilitate unit? Considers daily implementation Abstract: Highlights the decision that
coordination between its product and issues in two AGMM units. Illustrates must be made on balancing customer
field sales units. Describes the origins how the "same" marketing position is acquisition and retention and de-
and goals of the AGMM position, defined and managed differently. Also emphasizing the structural issues
information concerning historical illustrates the kinds of negotiations, involved in administering the
relations between product and limitations, and informal sources of independent contractor sales force.
marketing/sales units at IBM, various influence available to AGMMs as they Company Size: large
perspectives on the AGMM, and perform their boundary-role activities Gross Revenues: $2.9 billion sales
representative issues. Students must between product and sales units in the Subjects: Corporate culture; Financial
consider 1) the relative usefulness of this firm. May be used with IBM: Assistant services; Growth strategy;
approach to managing product sales General Manager of Marketing (A). Organizational structure; Sales
linkages, and 2) the nature of the Geographic Setting: United States management
boundary role inherent in the AGMM's Industry Setting: Computer services Length: 14p
responsibilities. Outlines many core industries
issues that typically arise at the Product Company Size: Fortune 500
596045
Management-Field Sales interface in Number of Employees: 350,000
Title: IDS Financial Services
firms (e.g., the impact of past product Gross Revenues: $60 billion revenues
(Condensed)
decisions, measurement issues, and Subjects: Computer industry;
Author(s): Deighton, John
market segmentation processes), as well Interdepartmental relations; Marketing
as the tension between decentralizing implementation; Marketing organization;
responsibility in a large multi-product Marketing planning; Marketing strategy;
organization while still providing Product management; Sales
Abstract: Highlights the decision that
integrated product-sales-service management
must be made on balancing customer
solutions at the customer interface. May Length: 26p
acquisition and retention and de-
be used with IBM: Assistant General Supplementary Materials: Teaching
emphasizing the structural issues
Manager of Marketing (B). Note, (593055), 27p, by Frank V.
involved in administering the
Geographic Setting: United States Cespedes
independent contractor sales force.
Industry Setting: Computer services Company Size: large
industries 588044 Gross Revenues: $2.9 billion sales
Company Size: Fortune 500 Title: IDS Financial Services Subjects: Corporate culture; Financial
Number of Employees: 350,000 Author(s): Bonoma, Thomas V.; services; Growth strategy;
Gross Revenues: $60 billion revenues Drumwright, Minette E. Organizational structure; Sales
Subjects: Computer industry; Publication Date: 12/08/1987 management
Interdepartmental relations; Marketing Revision Date: 09/19/1995 Length: 14p
implementation; Marketing organization; Product Type: Case (Field) Supplementary Materials: Teaching
Marketing planning; Marketing strategy; Abstract: Scarce managerial talent, Note, (596061), 12p, by John Deighton
Product management; Sales sales force turnover, and client attrition
management were potential problems underlying IDS'
504094
Length: 19p disappointing performance at mid-year
Title: IKEA Invades America
Supplementary Materials: Teaching 1987. The marketing vice president had
Note, (593055), 27p, by Frank V. three potential "fixes": 1) increasing or
Cespedes decreasing the $35 million budget for
marketing programs, 2) accelerating the
592067 expansion of the 6,746-person sales
Abstract: In 2002, the IKEA Group is
Title: IBM: Assistant General Manager force numerically, and 3) emphasizing
the world's top furniture retailer, with 154
of Marketing (B) the strategic geographical expansion of
stores worldwide. In the United States,
Author(s): Cespedes, Frank V.; Goode, the sales force. The teaching objective is
IKEA operates 14 stores, all of which
Laura to show the intricacies of planning,
have been enormously popular despite
Publication Date: 01/15/1992 organizing, and budgeting as a three-
their self-service requirements. The
Product Type: Case (Field) way interaction which impacts results.
company's goal is to have 50 stores in
Abstract: Focuses on AGMM units in Company Size: large
operation in the United States by 2013.
two divisions (mainframe computers and Gross Revenues: $2.9 billion sales
Explores various options for managing
mid-range systems) where IBM's product Subjects: Corporate culture; Financial
this growth strategy.
development process, competition, services; Growth strategy;
Geographic Setting: Asia; Europe;
distribution channels, and field marketing Organizational structure; Sales
North America; Scandanavia; Sweden
requirements differ significantly. management
Industry Setting: Furniture industry;
Home furnishings; Retail industry interactive voice response system and States, despite the presence of
Number of Employees: 70,000 an Internet-based service. ING hoped to entrenched rivals. But Icebreaker clearly
Gross Revenues: $12.2 billion sales attract customers by offering significantly needed a new distribution approach.
Event Year Start: 1926 higher interest rates on its savings One option was to position Icebreaker as
Event Year End: 2003 products than any of its competitors. a brand selling fashionable sportswear.
Subjects: Consumer marketing; There was some skepticism about the A second option was to mirror the
Furniture; Growth strategy; Market viability of the proposed business model. strategy that had been effective in New
positioning; Marketing strategy At the time of the case, the president Zealand--distributing through outdoor
Length: 13p and CEO of ING Bank was reviewing the and snow sports retailers. A final option
Supplementary Materials: Teaching proposed launch strategy. May be used was to delay U.S. retail distribution and
Note, (504095), 18p, by Youngme Moon with: (901A24) ING Bank of Canada sell exclusively over the Internet, using
Year New: 2004 (B): The First Two Years. direct-to-customer advertising.
Geographic Setting: Canada Geographic Setting: New Zealand
505S08 Industry Setting: Banking industry Industry Setting: Apparel industry
Title: IKEA Invades America, Spanish Company Size: small Number of Employees: 50
Version Subjects: Banking; Canada; Gross Revenues: $21 million revenues
Author(s): Moon, Youngme Commercial banking; Financial Event Year Start: 2003
Publication Date: 04/27/2004 institutions; Market entry; Marketing Event Year End: 2003
Revision Date: 09/14/2004 strategy Subjects: NO
Product Type: LACC Case Length: 23p SUBJECTS(KEYWORDS)
Abstract: In 2002, the IKEA Group is Supplementary Materials: Teaching Length: 16p
the world's top furniture retailer, with 154 Note, (899A10), 10p, by Adrian B. Ryans Supplementary Materials: Teaching
stores worldwide. In the United States, Note, (807038), 12p, by Joseph B.
IKEA operates 14 stores, all of which 901A24 Lassiter III
have been enormously popular despite Title: ING Bank of Canada (B): The Year New: 2005
their self-service requirements. The First Two Years
company's goal is to have 50 stores in Author(s): Ryans, Adrian B. 806005
operation in the United States by 2013. Publication Date: 05/09/2002 Title: Idea Village (A)
Explores various options for managing Product Type: Case (Field) Author(s): Heath, Dan; Lassiter, Joseph
this growth strategy. Teaching Purpose: Publisher: Richard Ivey School of B., III
To explore several nontraditional Business/UWO Publication Date: 07/06/2005
positioning strategies, specifically, how a Abstract: In its first two years as a Revision Date: 04/13/2006
company was able to fashion together a direct-response retail bank in Canada, Product Type: Case (Field)
unique--and heretofore unheard of-- ING Bank of Canada attracted more Abstract: Andy Khubani, the CEO of
combination of benefits that ultimately than 160,000 customers and assets of Idea Village, a company that markets to
ended up creating a distinctive brand $1.6 million. Several other direct banks consumers via direct-response TV ads,
experience for American consumers. have entered the marketplace with must decide whether to launch a
Also, to illustrate the advantages similar services, and the management campaign touting a hair removal product
associated with establishing a market team needs to consider the company's for women. Explains the direct-response
position that is highly differentiated from next strategic move. The team must industry and contrasts its methodology
the competition. decide whether to recommend an with traditional consumer goods
Geographic Setting: United States; alliance that would place ING automated marketing.
Sweden banking machines in Canadian Tire Geographic Setting: New Jersey
Industry Setting: Furniture industry stores nationwide. May be used with: Number of Employees: 15
Number of Employees: 70,000 (99A010) ING Bank of Canada (A): Gross Revenues: $25 million revenues
Gross Revenues: $12.2 billion Launch of a Direct Bank. Subjects: NO
revenues Geographic Setting: Canada SUBJECTS(KEYWORDS)
Subjects: Consumer marketing; Industry Setting: Banking industry Length: 16p
Furniture; Growth strategy; Market Company Size: small Supplementary Materials: Supplement
positioning; Marketing strategy Subjects: Banking; Canada; (Field), (806008), 4p, by Dan Heath,
Length: 14p Commercial banking; Financial Joseph B. Lassiter III; Supplement
institutions; Market entry; Marketing (Field), (806009), 2p, by Dan Heath,
99A010 strategy Joseph B. Lassiter III
Title: ING Bank of Canada (A): Launch Length: 19p Year New: 2005
of a Direct Bank NEW
Author(s): Ryans, Adrian B. 806008
Publication Date: 07/28/1999 806006 Title: Idea Village (B)
Revision Date: 02/08/2000 Title: Icebreaker: The US Entry Author(s): Heath, Dan; Lassiter, Joseph
Product Type: Case (Field) Decision B., III
Publisher: Richard Ivey School of Author(s): Heath, Dan; Lassiter, Joseph Publication Date: 07/06/2005
Business/UWO B., III Revision Date: 04/13/2006
Abstract: The management team at Publication Date: 07/15/2005 Product Type: Supplement (Field)
ING Bank of Canada was preparing to Revision Date: 07/17/2006 Abstract: Supplements the (A) case.
launch Canada's first discount bank. Product Type: Case (Field) Must be used with: (806005) Idea
Initially, the bank planned to serve its Abstract: Jeremy Moon, CEO of Village (A).
customers using mail and telephone. Icebreaker, merino wool, outdoor Subjects: NO
Later, it planned to supplement the apparel manufacturer, believed the SUBJECTS(KEYWORDS)
telephone banking service with an company could be a big hit in the United Length: 4p
Year New: 2005 discounting and decreased advertising sell a single kiosk. Time and money are
had caused a steady decline in overall running out and the company has to
806009 bleach sales and profit margins. In decide what to do next. Teaching
Title: Idea Village (C) response, Clorox reduced discounting Purpose: Provides a real-world example
Author(s): Heath, Dan; Lassiter, Joseph and increased television advertising, of how demand forecasting can go
B., III moves that ultimately strengthened the astray. Students are asked to analyze
Publication Date: 07/06/2005 brand and reversed the firm's downward critically what went wrong with
Revision Date: 04/13/2006 trends. Imagicast's forecasts and to project
Product Type: Supplement (Field) Subjects: NO future demand.
Abstract: Supplements the (A) case. SUBJECTS(KEYWORDS) Geographic Setting: United States
Must be used with: (806005) Idea Length: 11p Industry Setting: Retail industry
Village (A). Year New: 2007 Number of Employees: 20
Subjects: NO Gross Revenues: $10 million revenues
SUBJECTS(KEYWORDS) F0511J Subjects: Forecasting; Retailing;
Length: 2p Title: If You Want to Lead, Blog Technology
Supplementary Materials: Teaching Author(s): Schwartz, Jonathan Length: 19p
Note, (807115), 9p, by Paul Marshall Publication Date: 11/01/2005
Year New: 2005 Product Type: Harvard Business IES155
Review Article Title: Imaginarium
R0707H Abstract: Sun Microsystems President Author(s): Berasategui, Laureano;
Title: If Brands Are Built over Years, and COO Jonathan Schwartz explains Pares, Francisco; Renart, Lluis G.
Why Are They Managed over Quarters? how blogging has enhanced public Publication Date: 10/08/2004
Author(s): Lodish, Leonard M.; Mela, perception of his company and fostered Revision Date: 03/13/2006
Carl F. loyalty within. Product Type: Case (Field)
Publication Date: 07/01/2007 Subjects: NO Publisher: IESE Business School
Product Type: Harvard Business SUBJECTS(KEYWORDS) Abstract: In early March 2001, the
Review Article Length: 2p president of Imaginarium was mulling
Abstract: Brands are on the wane. Year New: 2005 over the decisions facing him regarding
Many consumer goods companies his company's commercial strategy.
blame the big-box discount retailers, but 502052 Imaginarium is a chain of 161 toy stores,
the Wharton School's Leonard Lodish Title: Imagicast of which 53 are its own and 108 are
and the Fuqua School's Carl Mela have Author(s): Gourville, John T.; franchised. Of these, 112 are in Spain
a different explanation. Their research Wagonfeld, Alison Berkley and 49 are spread across nine other
suggests that companies have damaged Publication Date: 04/25/2002 countries. The issues are: the chain's
their brands by investing too much in Revision Date: 07/09/2002 internationalization and development
short-term price promotions and too little Product Type: Case (Field) program; the launch of a new Web page
in long-term brand building. To rescue Abstract: Imagicast has brought to offering the possibility of online sales;
their brands and increase profitability, market an interactive, multimedia retail and the related further development of
corporate managers must arm kiosk designed to increase product Club Imaginarium. The company has
themselves with long-term measures of sales. In spite of promising projections almost 400,000 families registered as
brand performance and use them to by industry analysts and detailed club members, but does not have
make smarter marketing decisions. demand forecasts by Imagicast anything like a loyalty card to allow it to
Several factors explain the management, the company has yet to determine, with any certainty, member-
shortsightedness of brand management: sell a single kiosk. Time and money are families' annual expenditure on toys. The
the increased availability of weekly, or running out and the company has to company is considering the pros and
even hourly, scanner data, which show a decide what to do next. cons of launching a loyalty card and
clear link between discounts and Geographic Setting: United States whether it should be an exclusive card or
immediate boosts in sales; the relative Industry Setting: Retail industry a multiclient one. Winner of the EFMD
difficulty of measuring the effects of Number of Employees: 20 Case Writing Competition 2004 Award in
advertising, new product development, Gross Revenues: $10 million revenues the Marketing category.
and distribution--all of which can Subjects: Forecasting; Retailing; Geographic Setting: France; Italy;
contribute to a brand's long-term health; Technology Portugal; Spain
the short tenure of most brand Length: 19p Industry Setting: Sporting goods &
managers; and the near-term equipment industry; Toy industry
orientation of Wall Street analysts. Subjects: NO
504S04
Although discounts do increase sales in SUBJECTS(KEYWORDS)
Title: Imagicast, Spanish Version
the short term, they ultimately lower Length: 37p
Author(s): Gourville, John T.;
profit margins. If a product is often Supplementary Materials: Teaching
Wagonfeld, Alison Berkley
discounted, consumers learn to buy it Note, (IES156), 31p, by Lluis G. Renart
only when it's on sale. Moreover, when Year New: 2006
one firm increases its discounts, others Product Type: LACC Case
usually follow suit, lowering everyone's Abstract: Imagicast has brought to 598005
margins. Executives can monitor a market an interactive, multimedia retail Title: Imedia Corp.: The Pricing
brand's long-term performance by "kiosk" designed to increase product Decision
watching a dashboard of measures. sales. In spite of promising projections Author(s): Kosnik, Thomas J.; Kempel,
Only after examining such measures, for by industry analysts and detailed Doron
example, did managers at Clorox demand forecasts by Imagicast Publication Date: 08/11/1997
discover that the company's heavy management, the company has yet to Revision Date: 09/25/1997
Product Type: Case (Field) and sells health and beauty aids and Kathryn; Puccinelli, Nancy; Mast, Fred
Abstract: Efi Arazi, the president of a general merchandise to retailers is Publication Date: 10/19/2001
start-up called Imedia, must determine reviewing the firm's marketing strategy Revision Date: 03/14/2002
an appropriate pricing strategy for an and specific aspects of sales and service Product Type: Note
innovation that will change the basis of operations. Market changes, the entry of Abstract: An important distinction is
competition in the cable TV industry. a new and formidable competitor, and drawn in psychology between explicit
Geographic Setting: San Francisco, CA the firm's first unprofitable year in some and implicit knowledge. Explicit
Industry Setting: Cable television time motivate this review. The case knowledge refers to consciously held
industry focuses on analyzing the sales and beliefs about an individual or object that
Company Size: start-up service process, raising issues of often draws on the remembering of
Number of Employees: 9 organization deployment, compensation, experiences in the past. In contrast,
Subjects: Communications industry; training, and general motivation. As well implicit knowledge refers to the cognitive
Entrepreneurship; Marketing strategy; as a decision-oriented case, the Imperial associations a consumer holds between
Pricing strategy material is also a valuable background two constructs that exist outside his or
Length: 29p note on an important but often her conscious awareness. Although it is
overlooked aspect of consumer- possible that explicit and implicit
U9702E marketing distribution channels. May be knowledge correspond, the exciting
Title: The Imperative to Reinvent Brands used with Imperial Distributors, Inc. (B). opportunity for marketers is that often
Author(s): Dru, Jean-Marie; Biolos, Jim Geographic Setting: United States there is a discrepancy; that is, what a
Publication Date: 02/01/1997 Gross Revenues: $50 million sales consumer believes explicitly may have
Product Type: Harvard Management Subjects: Marketing management; no bearing on his or her actual behavior.
Update Article Marketing organization; Marketing Subjects: Consumer behavior;
Abstract: Presents an interview with strategy; Sales management; Sales Consumer marketing; Market research
BDDP Group Chairman Jean-Marie Dru. organization; Services Length: 9p
Mr. Dru believes that although the Length: 28p Year New: 2004
number of brands on the market has Supplementary Materials: Teaching
increased 10 times in recent years, Note, (591090), 20p, by Frank V. C0112C
brands remain one of the company's Cespedes Title: Impromptu Speaking
most valuable assets. What has Author(s): Wiles, Cheryl
changed is how you manage a brand. 588024 Publication Date: 12/01/2001
Customers come to an individual brand Title: Imperial Distributors, Inc. (B) Product Type: Harvard Management
because of what that brand knows, Author(s): Cespedes, Frank V. Communication Letter Article
much more than its name or the specific Publication Date: 10/01/1987 Abstract: A lot can go wrong when
product benefits. Brands should Revision Date: 06/21/1989 speaking spontaneously before an
constantly change to keep in touch with Product Type: Case (Field) audience. What if you get off message?
their customers' needs, through a Abstract: The president of a regional How will you remember everything you
process Mr. Dru calls "disruption," where service-merchandiser firm is reviewing a want to say? How will you deal with trick
the conventions about a brand, whether possible reorganization of the company's questions that are meant to embarrass
held by customers, the company, or any marketing and field sales/service you, or worse, lead you to make a
other actors in the marketing mix, are function. Case provides a detailed mistake? Here's a little-known secret:
identified and challenged by creating recommendation for restructuring sales The key to impromptu speaking is
out-of-the-box ideas. The goal is to and service, as well as the president's preparation. Impromptu speaking is
identify and demonstrate how a brand initial response to the recommendations. about packaging information that you've
will enhance your customers' experience Students must decide whether to adopt already thought through. Here are some
as it relates to your product or service. In these recommendations and, if so, how tips for being prepared to sound off,
using the World Wide Web in promotion, to implement them. Suitable for use in defend a stance, or make a pitch at a
a successful brand must create a culture marketing management, sales moment's notice.
or community, and a knowledge base management, marketing organization, Subjects: Personal strategy & style
about a particular topic, related to one's consumer marketing, or management of Length: 2p
product. The brand will become the small business courses. Imperial List Price: $4.50
channel that customers come to for this Distributors, Inc. (A) provides
particular knowledge, experience, and background information. 77211
need. Geographic Setting: New England Title: Improve Distribution with Your
Subjects: Brand equity; Brand Company Size: mid-size Promotional Mix
management; Brands; Interviews; Gross Revenues: $60 million sales Author(s): Shapiro, Benson P.
Marketing management; Product Subjects: Marketing management; Publication Date: 03/01/1977
management Marketing organization; Marketing Product Type: Harvard Business
Length: 2p strategy; Sales management; Sales Review Article
List Price: $4.50 organization; Services Abstract: Marketers of industrial and
Length: 15p consumer goods can improve the
587118 Supplementary Materials: Teaching management of their complex
Title: Imperial Distributors, Inc. (A) Note, (591091), 14p, by Frank V. distribution channels by using various
Author(s): Cespedes, Frank V. Cespedes promotional techniques known as the
Publication Date: 02/03/1987 "promotional mix". Marketers can use
Revision Date: 07/15/1988 502043 sales promotion to move merchandise
Product Type: Case (Field) Title: Implicit Predictors of Consumer through the distribution pipeline by
Abstract: In 1986 the president of a Behavior carefully organizing the channels of
small, privately held firm that distributes Author(s): Zaltman, Gerald; Braun, distribution, selling through and not to
distributors and dealers, and determining resource owners and motivate them to Industry Setting: Fast food industry
product objectives. This concept has a buy. They do this by identifying a thorny Number of Employees: 3,584
focused scope that is highly cost- issue in the customer's company or Gross Revenues: $77.7 million
effective and applicable to a wide range industry and developing an original, revenues
of products and situations. compelling point of view about it. They Event Year Start: 2003
Subjects: Distribution channels; pitch this point of view to a carefully Event Year End: 2003
Distribution planning; Marketing strategy; chosen line executive in one crucial Subjects: Brands; Consumer behavior;
Sales promotions meeting and then prove its worth with a Distribution; Expansion; Fast food
Length: 8p short diagnostic study. This is the industry; Loyalty
essence of what the authors, all Length: 15p
78402 managing directors at TCG Advisors, NEW
Title: Improved Payoffs from call provocation-based selling. Sybase, a
Transnational Advertising data management and mobility 82506
Author(s): Killough J company, was successful with this Title: Incline of Quality
Publication Date: 07/01/1978 approach in the summer of 2008, as it Author(s): Leonard, Frank S.; Sasser,
Product Type: Harvard Business tried to pry business out of financial W. Earl, Jr.
Review Article services clients that were severely Publication Date: 09/01/1982
Abstract: A strong advertising concept cutting their operating costs. Instead of Product Type: Harvard Business
developed in one country can be a probing for what those clients thought Review Article
critical factor in sales success in others. they might need, Sybase salespeople Abstract: Interviews in more than 30
Advertising campaigns must avoid pointed out what they should be worried U.S. corporations and the results of a
cultural, communicative, legislative, about: an industrywide failure to questionnaire sent to executives at many
competitive, and executional problems, manage risk comprehensively. By Fortune "500" companies show that
in order to be transnationally effective. revealing the scale of the threat and the quality improves only if it becomes a
The goal is to produce concrete opportunity, Sybase was able to sell its company's central concern. The design
expressions of product benefits to use in Risk Analytics Platform, a new tool for and production of high-quality goods and
various executional settings. integrating risk management. services is a company-wide managerial
Industry Setting: Advertising industry Provocation-based selling doesn't align problem. Companies that improve quality
Subjects: Advertising; International with the customer's outlook; it provides work through product design, process
business; International marketing; a new angle on the situation. It doesn't design, manufacturing and operations,
Marketing strategy identify and respond to the customer's and sales and service. These companies
Length: 9p "pain points"; it outlines a problem the link the constant supplies of their
customer hasn't yet put a name to. vendors and the input of customers with
Framing a provocation creates a their improvement process.
F0803B
readiness to listen, and a diagnostic Subjects: Product design; Product
Title: In E-Commerce, More Is More
study converts the dialogue into a management; Quality control; Total
Author(s): Eisingerich, Andreas B. ;
contract. The provocation-based sales quality
Kretschmer, Tobias
cycle is resource intensive but Length: 9p
appreciably shorter than that for
solution-based selling--and it leads to
Review Article 7857BC
significant business opportunities.
Abstract: Most managers believe that Title: Inclusion: The More the Merrier--
Subjects: NO
filling their websites with a broad array of Why It's Important in Marketing and
SUBJECTS(KEYWORDS)
information diverts attention from their Politics
Length: 11p
company's core offerings. A new global Author(s): Quelch, John A.; Jocz,
study, however, has revealed just the Katherine
opposite: that such information 503096 Publication Date: 12/28/2007
increases customer engagement. The Title: In-N-Out Burger Product Type: HBS Press Chapter
research also shows that exploiting Author(s): Moon, Youngme; Herman, Abstract: For a very long time, there
consumers' desire for engagement is the Kerry; Cummings, Lucy; Thakarar, Sam; have been those who have been
strongest predictor of superior Sampat, Sonali excluded from full political participation--
shareholder value for e-commerce Publication Date: 06/30/2003 universal suffrage has been a fairly
companies. Product Type: Case (Library) recent development in human history. In
Subjects: NO Abstract: In-N-Out Burger is a fast-food contrast, and in spite of personal
SUBJECTS(KEYWORDS) chain with 171 company-owned prejudices, marketing has been highly
Length: 4p locations in three states--California, inclusive. Today, the challenge for
Year New: 2007 Nevada, and Arizona. It has an marketers is to become more inclusive
extremely hardcore customer base and world-wide. The global economy has
the company appears to be in good become increasingly interconnected, and
R0903C
financial health. The primary issue in this developing countries are attractive to
Title: In a Downturn, Provoke Your
case concerns expansion: how quickly companies in many ways. Participating
Customers
should the company expand and should in developing markets raises sensitive
Author(s): Lay, Philip; Moore, Geoffrey;
that growth occur regionally or ethical issues, but there are examples of
Hewlin, Todd
nationally? A secondary issue involves viable new marketing systems that have
the question of brand stewardship, markedly improved human welfare.
namely, who is in the best position to Subjects: NO
Review Article
steward the brand as it continues to SUBJECTS(KEYWORDS)
Abstract: Even as discretionary budgets
grow over the next decade? Length: 28p
are drying up, some B2B vendors have
Geographic Setting: California
found a way to reach their customers'
List Price: $6.95 kinds of strategies purchasing groups Length: 11p

formulate for dealing with their suppliers
557002 and supply environments. 580002
Title: Indian Head Mills, Inc. Subjects: Industrial markets; Title: Industrial Market Segmentation
Author(s): Brown, Milton P.; Combs, Purchasing; Suppliers Author(s): Corey, E. Raymond
E.E. Length: 19p Publication Date: 09/01/1979
Publication Date: 03/01/1957 Product Type: Note
Product Type: Case (Field) 589101 Abstract: Concerns the first step in
Abstract: Advertising program for Indian Title: Industrial Distribution Systems product/market selection, segmenting
head cloth. Author(s): Corey, E. Raymond industrial markets, and the key
Industry Setting: Cotton Publication Date: 03/31/1989 considerations that are relevant in
Event Year Start: 1956 Product Type: Note making choices.
Event Year End: 1956 Abstract: A comprehensive description Subjects: Industrial markets; Market
Subjects: Advertising campaigns; of industrial distribution systems. Written segmentation
Marketing strategy; Textiles from the perspective of industrial Length: 7p
Length: 25p products manufacturers, concerned
about building and managing channels 582119
M249N systems for taking products from point of Title: Industrial Market Selection and
Title: Individual Selling Techniques: A manufacture to point of use. Covers: 1) Product Planning
Quick Rundown channels design options, 2) factors Author(s): Corey, E. Raymond
Author(s): Davis, Robert T.; Bestor, influencing design choices, 3) producer- Publication Date: 03/15/1982
Jennifer; Urban, Roger reseller relationships, 4) distribution Revision Date: 04/07/1989
Publication Date: 01/01/1987 costs, 5) intrachannel and interchannel Product Type: Note
Product Type: Note conflict, and 6) coping with change. Abstract: Intended as a background
Publisher: Stanford University Subjects: Distribution channels; note for courses in marketing strategy,
Abstract: Describes a number of useful Industrial goods especially for industrial marketing
techniques and skills, and lists several Length: 22p courses. Develops a conceptual scheme
tools available to the salesforce to make for approaching problems in market
a product more attractive. 83210 selection and product planning. Features
Subjects: Personal selling; Sales Title: Industrial Distributors - When, two case situations to illustrate ways of
strategy Who, and How? thinking about issues of industrial
Length: 6p Author(s): Hlavacek, James D.; product/market positioning.
McCuistion, Tommy J. Subjects: Industrial markets; Market
502S20 Publication Date: 03/01/1983 segmentation; Market selection;
Title: Industrial Buyer Behavior, Spanish Product Type: Harvard Business Marketing strategy; Product planning &
Version Review Article policy; Product positioning
Author(s): Corey, E. Raymond Abstract: Companies increasingly rely Length: 30p
Publication Date: 08/08/2002 on industrial distributors to sell their
Product Type: LACC Note products. Products suitable for 589102
Abstract: May be used as background distributors usually: 1) have a large Title: Industrial Marketing Strategy--An
material for courses in industrial potential customer base, 2) are Overview
marketing and industrial procurement. stockable, 3) are sold in small quantities, Author(s): Corey, E. Raymond
Surveys the economic, behavioral, and 4) are bought by people who are at low Publication Date: 03/31/1989
organizational influences that shape levels in their organizations, and 5) Revision Date: 10/08/1996
buying decision-making in corporations require rapid delivery and service. Product Type: Note
and other institutions. Also describes the Companies should select distributors Abstract: Provides an integrated
kinds of strategies purchasing groups that serve the market segment, not just discussion of the basic elements of
formulate for dealing with their suppliers the geographic area, and are suited to industrial marketing strategy and
and supply environments. where the product is in its life cycle. develops a strategic marketing planning
Subjects: Industrial markets; Subjects: Distribution channels; model. May be used as either an
Purchasing; Suppliers Marketing strategy; Product introductory or a summary reading for an
Length: 31p management; Sales management industrial marketing course or course
Year New: 2006 Length: 5p segment.
Subjects: Distribution; Market selection;
582117 592010 Pricing; Product planning & policy;
Title: Industrial Buyer Behavior Title: Industrial Market Research: Beta Strategic planning
Author(s): Corey, E. Raymond Test Site Management Length: 12p
Publication Date: 03/16/1982 Author(s): Dolan, Robert J.
Revision Date: 04/04/1989 Publication Date: 08/23/1991 76611
Product Type: Note Product Type: Note Title: Industrial Marketing with a Flair
Abstract: May be used as background Abstract: Describes the role of BETA Author(s): Van Leer, R. Karl
material for courses in industrial tests in the new product development Publication Date: 11/01/1976
marketing and industrial procurement. process and presents guidelines for Product Type: Harvard Business
Surveys the economic, behavioral, and effective test program development. Review Article
organizational influences that shape Subjects: Industrial markets; Market Abstract: A case history illustrates how
buying decision-making in corporations research; Product introduction a supplier cut into the sales of his
and other institutions. Also describes the competitors' identical products by
devising a new promotional strategy. Christine Narayandas

Advertising expenditures should be Publication Date: 08/26/1997
directed toward helping the customer to Product Type: Supplement (Library) 2492
sell his end products. Successful Abstract: Supplements the (A) case. Title: The Infinite Asset: Managing
implementation requires: selection of Must be used with: (598034) Brands to Build New Value (Hardcover)
the right product, product manager, and Industry.Net (A). Author(s): Hill, Sam; Lederer, Chris
customer; careful marketing research; Industry Setting: Computer services Publication Date: 08/29/2001
and an adequate budget based on new industries Product Type: HBS Press Book
account and volume goals. By spending Subjects: Industrial markets; Marketing Abstract: As never before, marketers
time and money to help customers sell strategy and CEOs urgently need tools to
finished products, managers effectively Length: 1p manage vast groups of brands--not as
market even the most prosaic industrial Supplementary Materials: Teaching individual elements or collections under
commodities. Note, (598118), 16p, by Das one corporate roof--but as complex
Subjects: Bids; Industrial markets; Narayandas systems that transcend corporate
Marketing strategy; Purchasing; Sales boundaries. The Infinite Asset is the first
promotions 598036 book to provide such a model and a
Length: 6p Title: Industry.Net (B2) proven toolkit to effect it. The authors,
Author(s): Narayandas, Das; Steinman, Hill and Lederer, use in-depth case
78609 Christine studies--3M, Cadillac, PING, and Miller
Title: Industrial Pricing to Meet Publication Date: 08/26/1997 Beer--to illustrate how brands add both
Consumer Needs Product Type: Supplement (Library) economic and strategic value to
Author(s): Shapiro, Benson P.; Abstract: Supplements the (A) case. companies, especially during economic
Jackson, Barbara B. Must be used with: (598034) downturns when one brand's setback
Publication Date: 11/01/1978 Industry.Net (A). can devalue another otherwise hardy
Product Type: Harvard Business Industry Setting: Computer services brand within the same system. They
Review Article industries discuss in detail how a robust brand
Abstract: Industrial marketers should Subjects: Industrial markets; Marketing system enables a company to create,
set prices according to their customers' strategy grow, and replenish its brands regularly,
perceptions of product benefits and Length: 1p for products and services in both
costs. Because price defines a product Supplementary Materials: Teaching consumer and business-to-business
market, price should be seen as one of Note, (598118), 16p, by Das markets, and to hedge against ever-
the product's several critical Narayandas present market risks. The book
performance attributes. Industrial effectively provides top executives with
marketers must manage product 598037 the first ever strategic approach to
planning and pricing simultaneously, Title: Industry.Net (C) resolving tough questions on whether to
taking maximum advantage of the Author(s): Narayandas, Das; Steinman, umbrella brand, the right number of
company's cost structure and building on Christine brands, strategic alliance strategy and
the company's competitive competence. Publication Date: 08/26/1997 the role of the brand manager in the 21st
Subjects: Industrial markets; Pricing; Product Type: Supplement (Library) century. Early reviewers have called it
Product management; Product planning Abstract: Supplements the (A) case. "important" and "groundbreaking."
& policy Must be used with: (598034) Industry Setting: Asset management
Length: 9p Industry.Net (A). Subjects: Asset management; Brand
Industry Setting: Computer services management; Brands; Market
85212 industries positioning; Marketing strategy; Strategic
Title: Industrial Selling: Beyond Price Subjects: Industrial markets; Marketing market planning
and Persistence strategy Length: 256p
Author(s): Reichard, Clifton J. Length: 1p List Price: $27.50
Product Type: Harvard Business Note, (598118), 16p, by Das 576257
Review Article Narayandas Title: Information Bank
Abstract: Buyers need to be sold first Author(s): Star, Stephen H.; Davis, N.J.
on the selling company and on the 598038 Publication Date: 06/21/1976
salesperson before a sale can be made, Title: Industry.Net (D) Revision Date: 02/23/1979
says this industrial sales executive. He Author(s): Narayandas, Das; Steinman, Product Type: Case (Field)
introduces a planned sales approach Christine Abstract: The Information Bank is a
that can cover a period of years and he Publication Date: 08/26/1997 computerized system for the storage and
details creative selling techniques that Product Type: Supplement (Library) retrieval of general information drawn
have succeeded for his group. The Abstract: Supplements the (A) case. from 60 publications. It is a subsidiary of
author believes companies should be Must be used with: (598034) the New York Times Company.
customer-driven and all areas should get Industry.Net (A). Development of the bank began in 1966,
behind the sales effort. Industry Setting: Computer services but not until December 1974 did a major
Subjects: Industrial markets; industries marketing effort get underway when the
Packaging; Sales management Subjects: Industrial markets; Marketing bank hired a new marketing vice
Length: 6p strategy president. He changed the sales
Length: 1p compensation system, sales territories,
598035 Supplementary Materials: Teaching and methods of procuring hardware, but
Title: Industry.Net (B1) Note, (598118), 16p, by Das the major issue raised in the case is how
Author(s): Narayandas, Das; Steinman, he should price the system.
Geographic Setting: United States Publication Date: 12/28/2007 Author(s): Rangan, V. Kasturi; Corey,
Industry Setting: Information systems Product Type: HBS Press Chapter E. Raymond
Company Size: small Abstract: The free flow of information is Publication Date: 06/01/1989
Gross Revenues: $250,000 1974 essential to well-functioning Revision Date: 01/17/1992
revenues democracies and consumer Product Type: Case (Field)
Subjects: Information systems; marketplaces since both politicians and Abstract: James Clabough, marketing
Marketing strategy; Personal selling; marketers need to make their cases vice president at Ingersoll-Rand, has to
Pricing; Product introduction; Sales through information and rhetoric rather decide on the distribution policy for a
compensation than coercion. It is not always simple-- new product. The decision has
Length: 22p there are privacy issues, government marketing as well as organizational
regulations, and lack of access for many ramifications.
583053 people. However, many see the Geographic Setting: United States
Title: Information Resources, Inc. (A) democratization of information as Industry Setting: Compressor
Author(s): Clarke, Darrel G. offering possibilities for new forms of Company Size: Fortune 500
Publication Date: 11/01/1982 citizen engagement and empowerment Gross Revenues: $200 million sales
Revision Date: 11/07/1984 that will give the people a greater voice Subjects: Distribution channels;
Product Type: Case (Field) in government and markets. Marketing management; Organization;
Abstract: Information Resources, Inc. Subjects: NO Product introduction; Sales management
(IRI) is a small but rapidly growing SUBJECTS(KEYWORDS) Length: 15p
marketing research firm. IRI's major Length: 30p Supplementary Materials: Supplement
product, BehaviorScan, provides the List Price: $6.95 (Field), (589122), 3p, by V. Kasturi
most completely controllable and Rangan; Supplement (Field), (589123),
measurable marketing program testing 905A01 4p, by V. Kasturi Rangan; Teaching
facility in the world. It includes UPC Title: Infosys: The Challenge of Global Note, (589009), 16p, by V. Kasturi
electronic scanning at all cash registers Branding Rangan
in four towns, individually targetable Author(s): Saperstein, Jeff; Murty,
households for TV advertising; and Padmini; Desai, Viren 589122
longitudinal data on households. The Publication Date: 07/18/2005 Title: Ingersoll-Rand (B): Managing
case concerns new product Product Type: Case (Field) Multiple Channels--1986
development and marketing program Publisher: Richard Ivey School of Author(s): Rangan, V. Kasturi
planning for the company. May be used Business/UWO Publication Date: 06/01/1989
with: (584044) Information Resources, Abstract: Information technologies Revision Date: 11/19/1991
Inc. (B). outsourcing is one of the emergent fast- Product Type: Supplement (Field)
Geographic Setting: Midwestern United growth industries in the global high-tech Abstract: Peter Baldwin takes over
States economy. India is the leading country for Clabough's job and is charged with the
Company Size: small IT outsourcing and Infosys is the largest responsibility to improve sales force
Gross Revenues: $14 million sales Indian company in this sector. The morale, control expenses, and improve
Subjects: Market analysis; Market branding challenge for Infosys is to market share. Must be used with:
research; Polls & surveys; Product leverage its reputation for predictable (589121) Ingersoll-Rand (A): Managing
development; Product introduction; excellent results for IT outsourcing. Multiple Channels--1985.
Product lines Management identified overall company Subjects: Distribution channels;
Length: 22p top-line revenue growth as a way to Marketing management; Organization;
achieve 30%-40% annual increases, but Product introduction; Sales management
584044 allocated only a negligible budget for Length: 3p
Title: Information Resources, Inc. (B) marketing communications. The key to Supplementary Materials: Teaching
Author(s): Clarke, Darrel G. the global brand strategy would not be Note, (589009), 16p, by V. Kasturi
Publication Date: 10/25/1983 through brand image advertising, but Rangan
Revision Date: 07/30/1984 through communications of product
Product Type: Case (Field) strategy developments to large global IT 589123
Abstract: The company's plans are outsourcing companies. The goal for Title: Ingersoll-Rand (C): Managing
revealed. A stock offering has produced Infosys is to be on the shortlist of Multiple Channels--1987
$20 million to be used for development. providers for the large, most Author(s): Rangan, V. Kasturi
May be used with: (583053) Information sophisticated for IT services Publication Date: 06/01/1989
Resources, Inc. (A). assignments. Revision Date: 11/05/1991
Geographic Setting: Chicago, IL Geographic Setting: India Product Type: Supplement (Field)
Company Size: small Industry Setting: Business services Abstract: Describes the actions taken
Gross Revenues: $12 million sales Event Year Start: 2004 by Peter Baldwin to address the issues.
Subjects: Information systems; Market Event Year End: 2004 Must be used with: (589121) Ingersoll-
research; Polls & surveys; Product Subjects: NO Rand (A): Managing Multiple Channels--
introduction; Product lines; Test markets SUBJECTS(KEYWORDS) 1985.
Length: 22p Length: 28p Subjects: Distribution channels;
Supplementary Materials: Teaching Marketing management; Organization;
Note, (805A01), 8p, by Jeff Saperstein Product introduction; Sales management
7855BC
Year New: 2006 Length: 4p
Title: Information: Knowledge Is
Power--Leveraging Information in the Supplementary Materials: Teaching
Consumer and Political Marketplaces 589121 Note, (589009), 16p, by V. Kasturi
Author(s): Quelch, John A.; Jocz, Title: Ingersoll-Rand (A): Managing Rangan
Katherine Multiple Channels--1985
587045 Levine; Case Video, (887539), 27 min, Case Video, (887542), 24 min, by
Title: Ingersoll-Rand: Channel by Benson P. Shapiro, Lawrence B. Benson P. Shapiro, Lawrence B. Levine
Selection and Management Levine
Author(s): Corey, E. Raymond; 587137
Rangan, V. Kasturi 587135 Title: Inland Steel Co. Product Policy
Publication Date: 08/06/1986 Title: Inland Steel Co. Product Policy (D): The Varrick Claim
Revision Date: 05/31/1989 (B): Inland's Approach Author(s): Shapiro, Benson P.; Levine,
Product Type: Case (Field) Author(s): Shapiro, Benson P.; Levine, Lawrence B.; Doyle, Stephen X.
Abstract: Ingersoll-Rand (I-R), the Lawrence B. Publication Date: 04/08/1987
leading firm in the stationary air Publication Date: 03/30/1987 Revision Date: 05/02/1988
compressor industry with a market share Revision Date: 05/26/1988 Product Type: Supplement (Field)
of 30%, marketed three types of Product Type: Case (Field) Abstract: Deals with a customer claim
compressors sold by the company sales Abstract: Explains Inland's approaches for "defective" steel. Shows relationships
force to original equipment to marketing, sales, inside sales support, among various Inland functions
manufacturers and user-customers and sales forecasting, production scheduling, concerning customer relationships and
also through a network of independent technical service, etc. It raises important claims. One of six short tactical cases on
distribution and captive I-R branches (air issues of interfunctional coordination. To interfunctional coordination in this series.
centers). In addition, small compressors be used with Inland Steel Co. Product To be used with Inland Steel Co. Product
were sold through manufacturers' reps to Policy (A) and (C)-(R). Policy (A) and (B).
retail chains and catalogue houses. With Geographic Setting: United States Industry Setting: Steel industry
its broad product line and multiplicity of Industry Setting: Steel industry Subjects: Customer relations; Industrial
channels, the management of I-R's Company Size: Fortune 500 markets; Interdepartmental relations;
Stationary Air Compressor Division had Gross Revenues: $3.2 billion sales Product lines; Quality control; Steel
been confronted periodically since 1960 Subjects: Industrial markets; Length: 3p
with issues regarding what air Interdepartmental relations; Supplementary Materials: Supplement
compressor types and sizes should be Manufacturing policy; Product lines; (Field), (590019), 2p, by Benson P.
marketed through which channels. Steel Shapiro; Supplement (Field), (592044),
Against this background, in 1985, the Length: 36p 2p, by Benson P. Shapiro; Case Video,
company developed a new model air Supplementary Materials: Supplement (887542), 24 min, by Benson P. Shapiro,
compressor. A decision had to be made (Field), (590019), 2p, by Benson P. Lawrence B. Levine; Case Video,
as to whether this model should be Shapiro; Supplement (Field), (592044), (887541), 30 min, by Benson P. Shapiro,
marketed through the I-R sales force or 2p, by Benson P. Shapiro; Case Video, Lawrence B. Levine, Stephen X. Doyle
through the distributor network. (887538), 30 min, by Benson P. Shapiro,
Subjects: Distribution channels; Lawrence B. Levine; Case Video, 587138
Marketing management; Sales (887539), 27 min, by Benson P. Shapiro, Title: Inland Steel Co. Product Policy
management Lawrence B. Levine (E): Galvanize Rejects at Indiana
Length: 19p
Motors
587136 Author(s): Shapiro, Benson P.; Levine,
587134 Title: Inland Steel Co. Product Policy Lawrence B.
Title: Inland Steel Co. Product Policy (C): The Zincrometal Event Publication Date: 04/08/1987
(A): Changing Markets and Technology Author(s): Shapiro, Benson P.; Levine, Revision Date: 05/02/1988
Author(s): Shapiro, Benson P.; Levine, Lawrence B.; Doyle, Stephen X. Product Type: Supplement (Field)
Lawrence B. Publication Date: 04/09/1987 Abstract: Relates to important issues of
Publication Date: 03/20/1987 Product Type: Supplement (Field) product quality and customer relations.
Revision Date: 05/02/1988 Abstract: Concerns a delivery problem One of six short tactical cases on
Product Type: Case (Field) complicated by the use of an outside interfunctional coordination in this series.
Abstract: Provides background about processor for the final production step. To be used with Inland Steel Co. Product
the production of steel; changes in Raises important issues of customer Policy (A) and (B).
markets, technology, and competition; relations and interfunctional Industry Setting: Steel industry
and the history of Inland Steel. To be coordination. One of six short tactical Subjects: Customer relations; Industrial
used with the (B) case. cases on interfunctional coordination in markets; Interdepartmental relations;
Geographic Setting: United States this series. To be used with Inland Steel Product lines; Quality control; Steel
Industry Setting: Steel industry Co. Product Policy (A) and (B). Must be Length: 4p
Company Size: Fortune 500 used with: (587134) Inland Steel Co. Supplementary Materials: Supplement
Gross Revenues: $3.2 billion sales Product Policy (A): Changing Markets (Field), (590019), 2p, by Benson P.
Subjects: Industrial markets; and Technology. Shapiro; Supplement (Field), (592044),
Interdepartmental relations; Industry Setting: Steel industry 2p, by Benson P. Shapiro; Case Video,
Manufacturing policy; Product lines; Subjects: Customer relations; Industrial (887541), 30 min, by Benson P. Shapiro,
Steel; Technological change markets; Interdepartmental relations; Lawrence B. Levine, Stephen X. Doyle;
Length: 28p Product lines; Production scheduling; Case Video, (887542), 24 min, by
Supplementary Materials: Supplement Steel Benson P. Shapiro, Lawrence B. Levine
(Field), (587136), 4p, by Benson P. Length: 4p
Shapiro, Lawrence B. Levine, Stephen Supplementary Materials: Supplement 587139
X. Doyle; Supplement (Field), (590019), (Field), (590019), 2p, by Benson P. Title: Inland Steel Co. Product Policy
2p, by Benson P. Shapiro; Supplement Shapiro; Supplement (Field), (592044), (F): Quality Scheduling
(Field), (592044), 2p, by Benson P. 2p, by Benson P. Shapiro; Case Video, Author(s): Shapiro, Benson P.; Levine,
Shapiro; Case Video, (887538), 30 min, (887541), 30 min, by Benson P. Shapiro, Lawrence B.
by Benson P. Shapiro, Lawrence B. Lawrence B. Levine, Stephen X. Doyle; Publication Date: 03/31/1986
Revision Date: 03/20/1991 Author(s): Shapiro, Benson P.; Levine, Case Video, (887543), 30 min, by
Product Type: Supplement (Field) Lawrence B.; Doyle, Stephen X. Benson P. Shapiro, Lawrence B. Levine
Abstract: Deals with a major new Publication Date: 04/09/1987
approach to production scheduling at Revision Date: 05/18/1987 587143
Inland. Batches of orders needing similar Product Type: Supplement (Field) Title: Inland Steel Co. Product Policy
processing were to be gathered together Abstract: Concerns inventory planning (J): Walking Beam Furnaces
and processed together to improve and control, focusing on the need to Author(s): Shapiro, Benson P.; Levine,
quality. This would decrease setup coordinate customer delivery Lawrence B.
efforts and process condition changes requirements and manufacturing Publication Date: 04/09/1987
but would also change customer performance. Shows the complex, Product Type: Supplement (Field)
relations and ordering patterns as well intimate relationships between the Abstract: One of seven caselets
as inventory policy. One of six short customer service function and the describing individual capital projects at
tactical cases on interfunctional production scheduling operation in a Inland Steel. The Inland (I) case
coordination in this series. To be used business with many conflicting customer introduces the caselets, and Inland (A)
with Inland Steel Co. Product Policy (A) demands and a complex, inflexible and (B) describe the background to the
and (B). manufacturing process. One of six short company and situation. Should also be
Industry Setting: Steel industry tactical cases on interfunctional used with the Inland (K-P) cases. Must
Subjects: Interdepartmental relations; coordination in this series. To be used be used with: (587142) Inland Steel Co.
Manufacturing policy; Product lines; with Inland Steel Co. Product Policy (A) Product Policy (I): The Strategic
Production controls; Quality control; and (B). Planning Process and the Capital
Steel Industry Setting: Steel industry Budget--Fall 1986.
Length: 10p Subjects: Customer service; Industrial Industry Setting: Steel industry
Supplementary Materials: Supplement markets; Interdepartmental relations; Subjects: Capital budgeting; Facilities;
(Field), (590019), 2p, by Benson P. Inventory management; Organizational Interdepartmental relations; Product
Shapiro; Supplement (Field), (592044), problems; Product lines; Steel lines; Steel; Technological change
2p, by Benson P. Shapiro; Case Video, Length: 5p Length: 1p
(887541), 30 min, by Benson P. Shapiro, Supplementary Materials: Supplement Supplementary Materials: Supplement
Lawrence B. Levine, Stephen X. Doyle; (Field), (590019), 2p, by Benson P. (Field), (590019), 2p, by Benson P.
Case Video, (887542), 24 min, by Shapiro; Supplement (Field), (592044), Shapiro; Supplement (Field), (592044),
Benson P. Shapiro, Lawrence B. Levine 2p, by Benson P. Shapiro; Case Video, 2p, by Benson P. Shapiro
(887541), 30 min, by Benson P. Shapiro,
587140 Lawrence B. Levine, Stephen X. Doyle;
587144
Title: Inland Steel Co. Product Policy Case Video, (887542), 24 min, by
Title: Inland Steel Co. Product Policy
(G): Small Melts Benson P. Shapiro, Lawrence B. Levine;
(K): Vacuum Degassing
Author(s): Shapiro, Benson P.; Levine, Case Video, (887544), 10 min, by
Author(s): Shapiro, Benson P.; Levine,
Lawrence B. Benson P. Shapiro, Lawrence B. Levine,
Lawrence B.
Publication Date: 04/09/1987 Stephen X. Doyle
Product Type: Supplement (Field) 587142 Product Type: Supplement (Field)
Abstract: Concerns a product which has Title: Inland Steel Co. Product Policy (I): Abstract: One of seven caselets
been ordered in a batch size which is The Strategic Planning Process and the describing individual capital projects at
below normal manufacturing scale. The Capital Budget--Fall 1986 Inland Steel. The Inland (I) case
issues involve customer relationships Author(s): Shapiro, Benson P.; Levine, introduces the caselets, and Inland (A)
and cooperation between the customer Lawrence B. and (B) describe the background to the
service and production scheduling Publication Date: 03/31/1987 company and situation. Should also be
operations. One of six short tactical Revision Date: 03/08/1989 used with the Inland (J) and (L-P) cases.
cases on interfunctional coordination in Product Type: Case (Field) Industry Setting: Steel industry
this series. To be used with Inland Steel Abstract: Describes a new Subjects: Capital budgeting; Facilities;
Co. Product Policy (A) and (B). planning/capital budgeting approach at Interdepartmental relations; Product
Industry Setting: Steel industry Inland which attempted to bring a lines; Steel; Technological change
Subjects: Customer relations; Customer greater market orientation to the Length: 2p
service; Industrial markets; company and its capital budgeting Supplementary Materials: Supplement
Interdepartmental relations; Product process. To be used with Inland Steel (Field), (590019), 2p, by Benson P.
lines; Production scheduling; Steel (A) and (B). Shapiro; Supplement (Field), (592044),
Length: 8p Geographic Setting: United States 2p, by Benson P. Shapiro
Supplementary Materials: Supplement Industry Setting: Steel industry
(Field), (590019), 2p, by Benson P. Company Size: Fortune 500
587145
Shapiro; Supplement (Field), (592044), Gross Revenues: $3.2 billion sales
Title: Inland Steel Co. Product Policy
2p, by Benson P. Shapiro; Case Video, Subjects: Capital budgeting;
(L): Closed Loop Shape Control
(887542), 24 min, by Benson P. Shapiro, Interdepartmental relations; Planning;
Author(s): Shapiro, Benson P.; Levine,
Lawrence B. Levine; Case Video, Product lines; Steel; Strategic planning
Lawrence B.
(887541), 30 min, by Benson P. Shapiro, Length: 22p
Lawrence B. Levine, Stephen X. Doyle Supplementary Materials: Supplement
(Field), (587143), 1p, by Benson P.
Abstract: One of seven caselets
587141 Shapiro, Lawrence B. Levine;
describing individual capital projects at
Title: Inland Steel Co. Product Policy Supplement (Field), (590019), 2p, by
Inland Steel. The Inland (I) case
(H): Fred Lerner--Inventory Planning Benson P. Shapiro; Supplement (Field),
introduces the caselets, and Inland (A)
and Control (592044), 2p, by Benson P. Shapiro;
and (B) describe the background to the
company and situation. Should also be 587148 Supplementary Materials: Supplement

used with the Inland (J), (K), and (M-P) Title: Inland Steel Co. Product Policy (Field), (590019), 2p, by Benson P.
cases. (O): Upgrades of the No. 3 and No. 5 Shapiro; Supplement (Field), (592044),
Industry Setting: Steel industry Galvanize Lines 2p, by Benson P. Shapiro
Subjects: Capital budgeting; Facilities; Author(s): Shapiro, Benson P.; Levine,
Interdepartmental relations; Product Lawrence B. 587151
lines; Steel; Technological change Publication Date: 04/09/1987 Title: Inland Steel Co. Product Policy
Length: 1p Revision Date: 05/29/1987 (R): Darnall's Thoughts
Supplementary Materials: Supplement Product Type: Supplement (Field) Author(s): Shapiro, Benson P.; Levine,
(Field), (590019), 2p, by Benson P. Abstract: One of seven caselets Lawrence B.
Shapiro; Supplement (Field), (592044), describing individual capital projects at Publication Date: 03/31/1987
2p, by Benson P. Shapiro Inland Steel. The Inland (I) case Revision Date: 05/29/1987
introduces the caselets, and Inland (A) Product Type: Supplement (Field)
587146 and (B) describe the background to the Abstract: Raises broad issues of
Title: Inland Steel Co. Product Policy company and situation. Should also be interfunctional team building. Must be
(M): Humidity-Controlled Inventory used with the Inland (J-N) and (P) cases. used with Inland Steel Co. Product
Storage in No. 3 Cold Mill Industry Setting: Steel industry Policy (A-Q).
Author(s): Shapiro, Benson P.; Levine, Subjects: Capital budgeting; Facilities; Industry Setting: Steel industry
Lawrence B. Interdepartmental relations; Product Subjects: Industrial markets;
Publication Date: 04/09/1987 lines; Steel; Technological change Interdepartmental relations;
Revision Date: 05/29/1987 Length: 1p Manufacturing policy; Product lines;
Product Type: Supplement (Field) Supplementary Materials: Supplement Steel; Technological change
Abstract: One of seven caselets (Field), (590019), 2p, by Benson P. Length: 2p
describing individual capital projects at Shapiro; Supplement (Field), (592044), Supplementary Materials: Supplement
Inland Steel. The Inland (I) case 2p, by Benson P. Shapiro (Field), (590019), 2p, by Benson P.
introduces the caselets, and Inland (A) Shapiro; Supplement (Field), (592044),
and (B) describe the background to the 587149 2p, by Benson P. Shapiro
company and situation. Should also be Title: Inland Steel Co. Product Policy
used with the Inland (J-L) and (N-P) (P): Embossed Temper Mill 590019
cases. Author(s): Shapiro, Benson P.; Levine, Title: Inland Steel Co. Product Policy
Industry Setting: Steel industry Lawrence B. (S): Organization of Inland Steel Co.--
Subjects: Capital budgeting; Facilities; Publication Date: 04/09/1987 1989
Interdepartmental relations; Product Revision Date: 05/29/1987 Author(s): Shapiro, Benson P.
lines; Steel; Technological change Product Type: Supplement (Field) Publication Date: 07/26/1989
Length: 1p Abstract: One of seven caselets Product Type: Supplement (Field)
Supplementary Materials: Supplement describing individual capital projects at Abstract: Provides an organizational
(Field), (590019), 2p, by Benson P. Inland Steel. The Inland (I) case chart that shows the reorganization of
Shapiro; Supplement (Field), (592044), introduces the caselets, and Inland (A) Inland Steel from a purely functional
2p, by Benson P. Shapiro and (B) describe the background to the organization to a combination of product
company and situation. Should also be and functional organization. Must be
587147 used with the Inland (J-O) cases. used with: (587149) Inland Steel Co.
Title: Inland Steel Co. Product Policy Industry Setting: Steel industry Product Policy (P): Embossed Temper
(N): 80-Inch Hot Rolling Mill Upgrade Subjects: Capital budgeting; Facilities; Mill; (587150) Inland Steel Co. Product
Package Interdepartmental relations; Product Policy (Q): Pruning the Capital Budget;
Author(s): Shapiro, Benson P.; Levine, lines; Steel; Technological change (587151) Inland Steel Co. Product Policy
Lawrence B. Length: 2p (R): Darnall's Thoughts; (587142)
Publication Date: 04/10/1987 Supplementary Materials: Supplement Inland Steel Co. Product Policy (I): The
Revision Date: 05/27/1987 (Field), (590019), 2p, by Benson P. Strategic Planning Process and the
Product Type: Supplement (Field) Shapiro; Supplement (Field), (592044), Capital Budget--Fall 1986; (587143)
Abstract: One of seven caselets 2p, by Benson P. Shapiro Inland Steel Co. Product Policy (J):
describing individual capital projects at Walking Beam Furnaces; (587141)
Inland Steel. The Inland (I) case 587150 Inland Steel Co. Product Policy (H):
introduces the caselets and Inland (A) Title: Inland Steel Co. Product Policy Fred Lerner--Inventory Planning and
and (B) describe the background to the (Q): Pruning the Capital Budget Control; (587144) Inland Steel Co.
company and situation. Should also be Author(s): Shapiro, Benson P.; Levine, Product Policy (K): Vacuum Degassing;
used with the Inland (J-M), (O), and (P) Lawrence B. (587145) Inland Steel Co. Product Policy
cases. Publication Date: 03/31/1987 (L): Closed Loop Shape Control;
Industry Setting: Steel industry Product Type: Supplement (Field) (587146) Inland Steel Co. Product Policy
Subjects: Capital budgeting; Facilities; Abstract: Asks students to prune an (M): Humidity-Controlled Inventory
Interdepartmental relations; Product already tight capital budget discussed in Storage in No. 3 Cold Mill; (587147)
lines; Steel; Technological change the Inland Steel Co. (I) case. Should be Inland Steel Co. Product Policy (N): 80-
Length: 1p distributed in class after the (J-P) cases. Inch Hot Rolling Mill Upgrade Package;
Supplementary Materials: Supplement Industry Setting: Steel industry (587148) Inland Steel Co. Product Policy
(Field), (590019), 2p, by Benson P. Subjects: Industrial markets; (O): Upgrades of the No. 3 and No. 5
Shapiro; Supplement (Field), (592044), Interdepartmental relations; Galvanize Lines; (587138) Inland Steel
2p, by Benson P. Shapiro Manufacturing policy; Product lines; Co. Product Policy (E): Galvanize
Steel; Technological change Rejects at Indiana Motors; (587139)
Length: 1p Inland Steel Co. Product Policy (F):
Quality Scheduling; (587140) Inland (A): Changing Markets and Technology; Revision Date: 10/12/2005
Steel Co. Product Policy (G): Small (587136) Inland Steel Co. Product Policy Product Type: Case (Field)
Melts; (587135) Inland Steel Co. (C): The Zincrometal Event; (587137) Abstract: In early 2002, Pamela
Product Policy (B): Inland's Approach; Inland Steel Co. Product Policy (D): The Pollace, vice president and director of
(587134) Inland Steel Co. Product Policy Varrick Claim. Intel's worldwide marketing operations,
(A): Changing Markets and Technology; Industry Setting: Steel industry is debating whether the company should
(587136) Inland Steel Co. Product Policy Subjects: Industrial markets; extend its "Intel Inside" branding
(C): The Zincrometal Event; (587137) Interdepartmental relations; campaign to non-PC product categories,
Inland Steel Co. Product Policy (D): The Manufacturing policy; Product lines; such as cell phones and PDAs. The
Varrick Claim. Steel; Technological change "Intel Inside" campaign has been one of
Industry Setting: Steel industry Length: 2p the most successful branding campaigns
Subjects: Customer relations; Industrial in history. However, the campaign is
markets; Interdepartmental relations; 587158 more than ten years old, and growth in
Product lines; Quality control; Steel Title: Inland Steel Co. Product Policy, the PC market appears to be stagnating.
Length: 2p Video 1-6 Viewing Guide In contrast, sales of portable digital
Supplementary Materials: Supplement Author(s): Shapiro, Benson P.; Levine, devices--such as PDAs and cell
(Field), (592044), 2p, by Benson P. Lawrence B. phones--appear to be growing at a
Shapiro Publication Date: 05/21/1987 healthy rate. Pollace is debating whether
Product Type: Supplement (Gen Exp) the "Intel Inside" campaign will work in
592044 Abstract: Viewing guide to accompany these other product categories, even
Title: Inland Steel Co. Product Policy videotapes. Must be used with: though Intel doesn't dominate these
(T): 1991 General Organization (887538) Inland Steel Co. Product other markets like it does the PC market,
Author(s): Shapiro, Benson P. Policy, Video 1: Changing Technology and it isn't clear that consumers will
Publication Date: 10/23/1991 and Markets; (887539) Inland Steel Co. associate Intel with these other markets.
Product Type: Supplement (Field) Product Policy, Video 2: Sales and May be used with: (505708) Intel
Abstract: Shows the June 1991 Manufacturing; (887541) Inland Steel Commercials, Video; (R00104) The
organization chart and raises issues Co. Product Policy, Video 3: Customer Brand Report Card.
about how the latest organization and Technical Services; (887543) Geographic Setting: California
structure impacts the issues raised. To Inland Steel Co. Product Policy, Video 5: Industry Setting: Semiconductor
be used with the (A) through (S) cases. Strategy and Capital Budgeting; industry
Two videotapes (9-887-538 and 9-887- (887542) Inland Steel Co. Product Number of Employees: 83,000
539) and a viewing guide (9-587-158) Policy, Video 4: The Sales - Gross Revenues: $26 billion revenues
are available for use with this case. Must Manufacturing Interface; (887544) Subjects: Advertising; Brands; Direct
be used with: (590019) Inland Steel Co. Inland Steel Co. Product Policy, Video 6: marketing; Semiconductors
Product Policy (S): Organization of Fred Lerner -- Inventory Planning and Length: 24p
Inland Steel Co.--1989; (587149) Inland Control. Supplementary Materials: Teaching
Steel Co. Product Policy (P): Embossed Industry Setting: Steel industry Note, (504093), 16p, by Youngme Moon
Temper Mill; (587150) Inland Steel Co. Subjects: Industrial markets; NEW
Product Policy (Q): Pruning the Capital Interdepartmental relations;
Budget; (587151) Inland Steel Co. Manufacturing policy; Product lines; 504S03
Product Policy (R): Darnall's Thoughts; Purchasing; Steel Title: Inside Intel Inside, Spanish
(587142) Inland Steel Co. Product Policy Length: 2p Version
(I): The Strategic Planning Process and Author(s): Moon, Youngme; Darwall,
the Capital Budget--Fall 1986; (587143) SM172 Christina
Inland Steel Co. Product Policy (J): Title: Innovation at HP: The Role of the Publication Date: 06/05/2002
Walking Beam Furnaces; (587141) Innovation Program Office (IPO) Revision Date: 12/16/2002
Inland Steel Co. Product Policy (H): Author(s): Burgelman, Robert A.; Meza, Product Type: LACC Case
Fred Lerner--Inventory Planning and Philip E. Abstract: In early 2002, Pamela
Control; (587144) Inland Steel Co. Publication Date: 06/19/2008 Pollace, vice president and director of
Product Policy (K): Vacuum Degassing; Product Type: Case (Field) Intel's worldwide marketing operations,
(587145) Inland Steel Co. Product Policy Publisher: Stanford University is debating whether the company should
(L): Closed Loop Shape Control; Abstract: This case describes the work extend its "Intel Inside" branding
(587146) Inland Steel Co. Product Policy of the Innovation Program Office (IPO) campaign to non-PC product categories,
(M): Humidity-Controlled Inventory within the Personal Systems Group such as cell phones and PDAs. The
Storage in No. 3 Cold Mill; (587147) (PSG) at technology company Hewlett- "Intel Inside" campaign has been one of
Inland Steel Co. Product Policy (N): 80- Packard (HP). It shows how this group the most successful branding campaigns
Inch Hot Rolling Mill Upgrade Package; solicits, qualifies and develops ideas for in history. However, the campaign is
(587148) Inland Steel Co. Product Policy new products and services. more than ten years old, and growth in
(O): Upgrades of the No. 3 and No. 5 Geographic Setting: United States the PC market appears to be stagnating.
Galvanize Lines; (587138) Inland Steel Subjects: NO In contrast, sales of portable digital
Co. Product Policy (E): Galvanize SUBJECTS(KEYWORDS) devices--such as PDAs and cell
Rejects at Indiana Motors; (587139) Length: 14p phones--appear to be growing at a
Inland Steel Co. Product Policy (F): healthy rate. Pollace is debating whether
Quality Scheduling; (587140) Inland the "Intel Inside" campaign will work in
502083
Steel Co. Product Policy (G): Small these other product categories, even
Title: Inside Intel Inside
Melts; (587135) Inland Steel Co. though Intel doesn't dominate these
Author(s): Moon, Youngme; Darwall,
Product Policy (B): Inland's Approach; other markets like it does the PC market,
Christina
(587134) Inland Steel Co. Product Policy and it isn't clear that consumers will
associate Intel with these other markets. process through which customers are emotional, social, and intellectual
Teaching Purpose: Traces the history of moved to purchase one company's experiences in a new and positive way.
the "Intel Inside" branding campaign, products or services based on multiple Subjects: NO
thus allowing students to examine the communications to which the customers SUBJECTS(KEYWORDS)
logic and implications of an ingredient have been exposed. This chapter Length: 11p
branding strategy. In the process, the evaluates the various communications Year New: 2005
case facilitates a discussion of some vehicles that are used and proposes
fundamental questions about branding, steps to allocate financial resources in 588050
such as: Why do companies build support of the brand and the Title: Integrated Product Line
brands? What does a brand buy you? complementary messages aimed at Management: Course Description,
What are the necessary and sufficient customer development. May be used Requirements, and Assignments -
conditions for a successful branding with: (2556BC) Marketing Strategy: Spring 1991
campaign? How extensible are brands? How it Fits with Business Strategy; Author(s): Shapiro, Benson P.
Geographic Setting: California (2564BC) Creating a Marketing Plan: Publication Date: 01/19/1988
Industry Setting: Semiconductor An Overview; (2572BC) Competitive Revision Date: 07/01/1991
industry Analysis: Understand Your Opponents; Product Type: Miscellaneous
Number of Employees: 83,000 (2580BC) Market Customization: Educational Material
Gross Revenues: $26 billion revenues Market Segmentation, Targeting, and Abstract: Describes the material,
Subjects: Advertising; Brands; Direct Positioning; (2599BC) Developing New themes, and requirements for the course
marketing; Semiconductors Products and Services: The Marketer's Integrated Product Line Management
Length: 24p Role; (2602BC) Branding: taught at HBS, Spring 1989. While much
Differentiation that Customers Value; information is specific to the HBS
504S12 (2610BC) The Right Customers: course, it may be of interest to those
Title: Integrated Marketing Acquisition, Retention, and teaching similar courses elsewhere.
Communications, Spanish Version Development; (2629BC) Pricing It Right: Subjects: Interdepartmental relations;
Author(s): Dolan, Robert J. Strategies, Applications, and Pitfalls; Product lines
Publication Date: 02/16/1999 (2645BC) Interactive Marketing: New Length: 21p
Revision Date: 06/01/2000 Channel, New Challenge; (2653BC)
Product Type: LACC Note Marketing Across Borders: It's a Big,
505708
Abstract: Describes the major Big World.
Title: Intel Commercials, Video
communication vehicles and the process Subjects: NO
Author(s): Moon, Youngme; Darwall,
via which they can be brought together SUBJECTS(KEYWORDS)
Christina
in an integrated marketing Length: 15p
communications plan. List Price: $6.95
Product Type: Video
Industry Setting: Advertising industry Year New: 2006
Medium: Videotape
Subjects: Advertising; Communication; Format: 1/2-inch V
Marketing management; Sales BH171 Abstract: Presents 14 Intel television
promotions Title: Integrated Marketing as commercials. Must be used with:
Length: 16p Management of Holistic Consumer (502083) Inside Intel Inside.
Experience Industry Setting: Advertising industry;
599087 Author(s): Tsai, Shu-Pei Semiconductor industry
Title: Integrated Marketing Publication Date: 09/15/2005 Subjects: Advertising; Brands; Direct
Communications Product Type: Business Horizons marketing; Semiconductors
Author(s): Dolan, Robert J. Article Length: 7 min
Publication Date: 02/16/1999 Publisher: Business Horizons/Indiana List Price: $100.00
Revision Date: 06/01/2000 University Year New: 2005
Product Type: Note Abstract: In a bid to combine the two
Abstract: Describes the major major perspectives (strategic
593096
communication vehicles and the process communications and strategic brand
Title: Intel Corp.: Going into OverDrive
via which they can be brought together management) of integrated marketing
Author(s): Dhebar, Anirudh
in an integrated marketing communications (IMC), this article
communications plan. proposes a holistic consumer experience
Industry Setting: Advertising industry management framework. According to
Subjects: Advertising; Communication; the framework, the key mission of IMC is
Abstract: In May 1992, Intel Corp., the
Marketing management; Sales to manage effectively the mediated
leading supplier of microprocessors for
promotions impression of and direct encounter with
IBM-compatible personal computers,
Length: 14p the brand so that synergism ensues
announced the retail availability of
BESTSELLER among all the interrelated elements of
OverDrive processors, a new line of
IMC, including research and
performance upgrades for the Intel 486
development, manufacturing, price
2637BC series of microprocessors. The case
formulation, channel arrangement,
Title: Integrated Marketing chronicles the evolution of Intel
consumer service management,
Communications: Creativity, microprocessors and math
marketing message construction, and
Consistency, and Effective Resource coprocessors. Next, it describes the
communication program execution. As
Allocation genesis of the "speed-doubling"
such, IMC is capable of enhancing the
Publication Date: 11/21/2005 technique that is employed in the
holistic consumer experience and
Product Type: HBS Press Chapter OverDrive Processor and it details the
creating a holistic brand value structure,
Abstract: Innovative marketing important implementation issues. The
which can unite the consumer's sensory,
communications is a strategic branding central questions are the following: How
does a firm manage a product line in the Knowledge management; Market Gross Revenues: $230 million
context of rapid technological change? research revenues
What are the consequences--for the end Length: 22p Subjects: Competition; Financial
users, and hence the system and Supplementary Materials: Teaching services; Information services; Internet;
component manufacturers--of rapid Note, (506071), 9p, by Luc Wathieu, Marketing strategy; Product planning &
product change? How does product Allan Friedman policy
upgradability help mitigate some of Year New: 2005 Length: 8p
these consequences? How should Intel
develop the OverDrive business? And 584129 SMR004
how will this affect the company's Title: Inter-Footwear Ltd. Title: Interactive Marketing: Exploiting
mainline microprocessor business? Author(s): Bonoma, Thomas V.; Kane, the Age of Addressability
Geographic Setting: Folsom, CA; Margaret L. Author(s): Blattberg, Robert C.;
Santa Clara, CA Publication Date: 04/17/1984 Deighton, John
Industry Setting: Semiconductor Product Type: Case (Field) Publication Date: 10/01/1991
industry; Microprocessor; Computer Abstract: Mr. Frank van Wezel, the Product Type: SMR Article
industry president and owner of an athletic and Abstract: It's a marketer's dream--the
Company Size: Fortune 500 leisure shoe company in the United ability to develop interactive relationships
Number of Employees: 24,600 Kingdom, is considering how to with individual customers. Technology, in
Gross Revenues: $4.7 billion revenues complete the company's change in the form of the database, is making this
Subjects: Computer industry; High brand names. In 1982, the company lost dream a reality. Now companies can
technology products; Product lines; its Inter brand name in a legal dispute keep track of customer preferences and
Product management; Silicon Valley with a sister company and began to tailor advertising and promotions to
Length: 19p market shoes with the name Hi-Tec. In those needs. For instance, a grocery
Supplementary Materials: Teaching August 1983, many retailers have store system could note that you recently
Note, (594020), 17p, by Anirudh Dhebar substantial inventories of Inter stock, and purchased a sample size of dishwashing
Mr. van Wezel wants to encourage them detergent and could offer you a coupon
505061 to sell off the Inter shoes without to buy the large size. Explores the
Title: Intelliseek jeopardizing retail relations. In addition, impact of this development on marketing
Author(s): Wathieu, Luc; Friedman, he wonders if the last stages of the practices and gives practical advice on
Allan brand changeover provide some major designing a marketing database and
Publication Date: 02/15/2005 repositioning opportunities with regard to staffing an interactive marketing
Revision Date: 05/09/2005 the company's distribution channels. department. Also addresses customer
Product Type: Case (Field) Also raises issues of managing fears and the public debate over
Abstract: Intelliseek harvests, filters, distributors, retailers, and customers marketing and privacy.
and mines the content of messages during the establishment of a new brand Subjects: Consumer marketing;
posted by consumers online and on name in an industry where brand name Marketing strategy
discussion boards and blogs. For any recognition is a critical factor for product Length: 12p
specified consumer product brand, acceptance. Year New: 2005
Intelliseek measures the volume of work- Geographic Setting: Great Britain
of-mouth and its valence (proportion of Industry Setting: Footwear industry 2645BC
positive and negative comments) and Company Size: small Title: Interactive Marketing: New
produces organized sets of quotes in the Gross Revenues: $17.6 million sales Channel, New Challenge
manner of a focus group report. This Subjects: Brands; Consumer marketing; Publication Date: 11/21/2005
"marketing intelligence" company has Distribution channels; Footwear; Product Type: HBS Press Chapter
been successful selling its reports to the Marketing implementation; Retailing; Abstract: E-mail and Web-based
car industry, but finds it difficult to United Kingdom merchandising are the key forms of
achieve client retention in other areas. Length: 23p Internet marketing. E-mail campaigns
New initiatives are suggested: (1) to build customer relationships, drive sales,
arrange data in problem-specific 500103 and begin valuable customer service
templates so that it is more "actionable" Title: Interactive Data: The Internet when purchases have been made. Web
and (2) to develop industry benchmark Challenge site merchandising gives vendors a
metrics against which the metrics can be Author(s): Sarvary, Miklos direct link with customers, eradicating
compared in a more informative manner. Publication Date: 06/07/2000 the retail middlemen and retail overhead.
The CEO of the company believes that Revision Date: 09/21/2000 And although snares do exist in Internet
the key to success is a streamlined, Product Type: Case (Field) marketing, this chapter focuses on how
standardized approach to the metrics Abstract: Interactive Data sells financial to capitalize fully on Web-based options.
developed for client brands. The CMO information for the "back office" of May be used with: (2556BC) Marketing
believes that Intelliseek should go much financial institutions. Small Internet Strategy: How it Fits with Business
further to capitalize on the opportunity to players challenge the "one-stop-shop" Strategy; (2564BC) Creating a
understand customers emerging from proposition of the company. How to Marketing Plan: An Overview;
what he calls "consumer-generated respond to this threat and how to explore (2572BC) Competitive Analysis:
media." opportunites on the Internet is the Understand Your Opponents; (2580BC)
Geographic Setting: Ohio question discussed. Teaching Purpose: Market Customization: Market
Number of Employees: 60 How an information provider can use the Segmentation, Targeting, and
Gross Revenues: $7 million interactive medium. Positioning; (2599BC) Developing New
Event Year Start: 2004 Geographic Setting: United States Products and Services: The Marketer's
Event Year End: 2004 Industry Setting: Financial services Role; (2602BC) Branding:
Subjects: Consumer marketing; Number of Employees: 1,200 Differentiation that Customers Value;
(2610BC) The Right Customers: Subjects: Advertising; Information (Field), (578077), 1p, by Benson P.
Acquisition, Retention, and technology; Internet; Sales Shapiro; Supplement (Field), (578078),
Development; (2629BC) Pricing It Right: management; Sales organization; Sales 3p, by Benson P. Shapiro; Supplement
Strategies, Applications, and Pitfalls; strategy (Field), (578079), 1p, by Benson P.
(2637BC) Integrated Marketing Length: 28p Shapiro
Communications: Creativity,
Consistency, and Effective Resource 577157 578077
Allocation; (2653BC) Marketing Across Title: International Business Machines Title: International Business Machines
Borders: It's a Big, Big World. (D): Negotiations with a Single-Source (D1), Supplement 1
Subjects: NO Supplier Author(s): Shapiro, Benson P.
SUBJECTS(KEYWORDS) Author(s): Corey, E. Raymond; Bennett, Publication Date: 03/01/1978
Length: 18p Roger C. Revision Date: 04/26/1988
List Price: $6.95 Publication Date: 05/01/1977 Product Type: Supplement (Field)
Year New: 2006 Product Type: Case (Field) Abstract: Designed as a class hand-out
Abstract: Presents part of a series after discussion of the (D1) case. Must
599101 written at IBM and three other major be used with: (578076) International
Title: Interactive Technologies and companies to provide basic data for a Business Machines (D1).
Relationship Marketing Strategies research study on procurement strategy, Industry Setting: Computer industry
Author(s): Moon, Youngme organization, and decision-making Subjects: Computer industry;
Publication Date: 03/27/1999 processes. May also be used in class for Negotiations; Purchasing
Revision Date: 01/19/2000 illustrative as opposed to problem- Length: 1p
Product Type: Note solving purposes. Describes
Abstract: Outlines the role of interactive negotiations with a single-source 578078
technologies in the development of supplier without benefit of cost data and Title: International Business Machines
relationship marketing strategies. in a situation where product quality (D1), Supplement 2
Subjects: Customer relations; Direct standards were being continually Author(s): Shapiro, Benson P.
marketing; Electronic commerce; upgraded and the buyer's requirements Publication Date: 03/01/1978
Internet; Marketing strategy with regard to volume were uncertain. Revision Date: 04/26/1988
Length: 12p Geographic Setting: New York, NY Product Type: Supplement (Field)
Industry Setting: Computer industry Abstract: Designed as a class hand-out
507S14 Company Size: Fortune 500 after discussion of the (D1) case. Must
Title: Interactive Technologies and Gross Revenues: $16 billion sales be used with: (578076) International
Relationship Marketing Strategies, Subjects: Competition; Computer Business Machines (D1).
Spanish Version industry; Decision making; Negotiations; Industry Setting: Computer industry
Author(s): Moon, Youngme Purchasing Subjects: Computer industry;
Publication Date: 03/27/1999 Length: 10p Negotiations; Purchasing
Product Type: LACC Note Length: 3p
Abstract: Outlines the role of interactive 578076
technologies in the development of Title: International Business Machines 578079
relationship marketing strategies. (D1) Title: International Business Machines
Subjects: NO Author(s): Shapiro, Benson P. (D1), Supplement 3
SUBJECTS(KEYWORDS) Publication Date: 03/01/1978 Author(s): Shapiro, Benson P.
Length: 15p Revision Date: 03/01/1979 Publication Date: 03/01/1978
999011 Abstract: Part of a series written at IBM Product Type: Supplement (Field)
Title: Interep National Radio Sales, Inc. and three other major companies to Abstract: Designed as a class hand-out
Author(s): Shapiro, Benson P.; Doyle, provide basic data for a research study after discussion of the (D1) case. Must
Stephen X.; Myers, Wade on procurement strategy, organization, be used with: (578076) International
Publication Date: 04/24/1999 and decision-making processes. May be Business Machines (D1).
Revision Date: 09/13/1999 used in class for illustrative as opposed Industry Setting: Computer industry
Product Type: Case (Field) to problem solving purposes. Describes Subjects: Computer industry;
Abstract: Interep must mobilize sales negotiations with a single-source Negotiations; Purchasing
information technology, organizational supplier without benefit of cost data and Length: 1p
structures, and sales management in a situation where product quality
processes to protect and enhance its standards were continually being
577158
strong position as a radio advertising upgraded and the buyer's requirements
Title: International Business Machines
sales firm. Opportunities and risks are with regard to volume were uncertain.
(E): Negotiating with Electronics
high in this complex, rapidly changing Based on International Business
Components Suppliers
sales agency business. May be used Machines (D) by R.E. Bennett and E.R.
Author(s): Corey, E. Raymond; Bennett,
with: (R0407N) Staple Yourself to an Corey.
Roger C.
Order (HBR Classic); (2963) Staple Geographic Setting: New York, NY
Yourself to an Order (HBR OnPoint Industry Setting: Computer industry
Enhanced Edition). Company Size: Fortune 500
Abstract: Describes preparations for
Geographic Setting: New York, NY Gross Revenues: $16 billion 1976 sales
and negotiations with competing
Industry Setting: Radio; Advertising Subjects: Computer industry;
vendors, based on market process. May
industry Negotiations; Purchasing
be used with: (577159) International
Number of Employees: 600 Length: 8p
Business Machines (F): Contracting for
Gross Revenues: $87 million revenues Supplementary Materials: Supplement
the Development and Manufacture of a used with International Business Abstract: Includes excerpts from a trade
New Machine. Machines Corp. (B) and (C). May also news release describing IBM's 4300
Geographic Setting: New York, NY be used with (D)-(F). Series, the last computer products in the
Industry Setting: Computer industry Geographic Setting: United States System/370 line. Integral to the teaching
Company Size: Fortune 500 Industry Setting: Computer industry of International Businesss Machines (A)
Gross Revenues: $16 billion sales Gross Revenues: $22 billion revenues and (B), this case is designed for in-
Subjects: Competition; Computer Subjects: Computer industry; Data class distribution. Facilitates student
industry; Decision making; Negotiations; processing; High technology products; formulation of a revised field marketing
Purchasing Industry analysis; Industry structure; program that takes into account changes
Length: 10p Marketing strategy; Organizational in corporate strategy and the competitive
Supplementary Materials: Teaching structure; Sales management environment.
Note, (583115), 2p, by E. Raymond Length: 29p Geographic Setting: United States
Corey Supplementary Materials: Teaching Industry Setting: Computer industry
Note, (583113), 9p, by John F. Cady Gross Revenues: $22 billion revenues
577159 Subjects: Business conditions;
Title: International Business Machines 581052 Computer industry; Corporate strategy;
(F): Contracting for the Development Title: International Business Machines Data processing; High technology
and Manufacture of a New Machine Corp. (B): Applitronics Account Strategy products; Marketing strategy; New
Author(s): Corey, E. Raymond; Bennett, Author(s): Schubert LA product marketing; Sales management
Roger C. Publication Date: 11/05/1980 Length: 5p
Publication Date: 05/01/1977 Product Type: Case (Field)
Revision Date: 10/11/1989 Abstract: Contains a clinical study of 582064
Product Type: Case (Field) IBM's relationship with a major Fortune Title: International Business Machines
Abstract: Describes vendor selection, 500 customer over a nine-year period. Corp. (D): Marketing to the State of Ajax
contract negotiations and evolving Specifically, the case describes how an Author(s): Schubert LA
buyer/seller relationships on a contract IBM marketing account team Publication Date: 04/09/1982
to build a prototype of a new machine transformed a relatively modest and Product Type: Case (Field)
and subsequent production qualities. tenuous account relationship into one Abstract: Shows the IBM account team
May be used with: (577158) generating several millions of dollars in working in anticipation of a serious and
International Business Machines (E): per annum revenue. The case is a rapidly approaching hardware capacity
Negotiating with Electronics discussion vehicle for consideration of a shortfall at Ajax. Account strategy
Components Suppliers. wide range of sales force formulation is made especially difficult
Geographic Setting: New York, NY implementation issues: account due to a wide range of
Industry Setting: Computer industry planning, account management, sales management/operational/acquisition
Company Size: Fortune 500 force organization and management, problems at Ajax, including top
Gross Revenues: $16 billion sales and the role of personal selling. Students managers' ignorance of computer
Subjects: Competition; Computer examine how value is added to a systems and their impending hardware
industry; Decision making; Negotiations; product via the communication and requirements. Facilitates discussion of
Purchasing channel policies incorporated in a complex account strategy formulation
Length: 9p marketing mix. On a second level, the peculiar to big ticket, high-tech
Supplementary Materials: Teaching case affords students an opportunity to products--complexity compounded by
Note, (583116), 2p, by E. Raymond understand industrial buying behavior for the highly political nature of both
Corey; Teaching Note, (590075), 5p, by complex, high ticket, high technology, customer and competitive environment.
E. Raymond Corey long selling cycle products. Finally, asks Data permit the opportunity to select,
students to analyze critically the field defend, and structure field account
581051 implementation of marketing strategy strategy options. Discussion will provide
Title: International Business Machines formulated for a dynamic product line insights into 1) public sector purchase
Corp. (A): Industry Background Note within the context of a dynamic behavior, 2) meshing dynamic customer
Author(s): Schubert LA competitive environment. To be used needs against dynamic technological
Publication Date: 11/05/1980 with International Business Machines (A) solutions, and 3) value added to high
Revision Date: 07/14/1982 and (C). tech products through the marketing
Product Type: Case (Field) Geographic Setting: United States function. Although IBM (D-F) or (D)
Abstract: This is the initial background Industry Setting: Computer industry alone can be taught as a stand-alone
case in a series of five cases. Describes Gross Revenues: $22 billion revenues unit, discussion is improved by student
the competitive position, organizational Subjects: Business conditions; knowledge information in IBM (A). IBM
structure, and marketing strategy of the Computer industry; Data processing; (D-F) comprise a sequential, three-case
Data Processing Division--International High technology products; Marketing study of the actual relationship with a
Business Machines from 1970-1978, strategy; Personal selling; Sales government account.
with special emphasis on the 1977-1978 management Geographic Setting: United States
time period. Of significance is a Length: 27p Industry Setting: Information services;
description of IBM's System/370 product Computer industry
line. Computer product jargon and 581053 Gross Revenues: $330,000 sales
computer financing terminology are Title: International Business Machines Subjects: Computer industry; Computer
usefully explicated. The case facilitates Corp. (C): The 4300 Announcement systems; Information systems; Marketing
industry and competitive analysis and Author(s): Schubert LA implementation; Marketing strategy;
discussion of the relationship between Publication Date: 11/05/1980 Sales management; Sales promotions
field sales management and product line Revision Date: 01/01/1981 Length: 23p
strategy in a high tech industry. To be Product Type: Case (Library) Supplementary Materials: Teaching
Note, (583114), 5p, by John F. Cady Supplementary Materials: Teaching Event Year Start: 1966
Note, (583119), 4p, by John F. Cady Subjects: Computer industry; Marketing
582065 management; Marketing organization;
Title: International Business Machines 587182 Marketing strategy; Organizational
Corp. (E): Marketing to the State of Title: International Business Machines structure; Sales organization
Ajax--RFP Response Corp.: Supplies Distribution Length: 31p
Author(s): Schubert LA Author(s): Corey, E. Raymond
Publication Date: 04/09/1982 Publication Date: 06/11/1987 583035
Product Type: Case (Field) Revision Date: 08/30/1989 Title: International Business Machines:
Abstract: Advances the Ajax account Product Type: Case (Field) Store Systems Distribution Strategy
saga from August 1977, through early Abstract: Concerned about rising Author(s): Cady, John F.
May 1978. Ajax rejects the product expense-to-sales ratios, the manager of Publication Date: 03/09/1983
solutions advanced in fall 1977 and IBM's data processing and copier Revision Date: 07/01/1984
moves into an RFP mode requesting supplies product marketing undertakes Product Type: Case (Field)
additional bids from IBM and selected an analysis of selling costs associated Abstract: Should IBM sell its retail point-
PCM vendors. Computer acquisition with this product line. Costs are of-sale products through third party
procedures are illuminated. Affords a analyzed by type of channel (direct distributors? Whether the company
special opportunity to examine the sales, telephone orders, dealer should adopt this policy to augment its
product/market environment supporting channels), by size of customer firm, and direct sales force selling efforts provides
a viable PCM marketing strategy. by size of order. Revenue sales expense the focus for this case. Includes
Geographic Setting: United States and profit data are also reviewed over a substantial information on the market's
Industry Setting: Information services; 15-year period. The IBM product products, competitors, customers and
Computer industry manager is charged with recommending technology of the point-of-sale business.
Gross Revenues: $330,000 sales actions for increasing supplies revenues Geographic Setting: United States
Subjects: Computer industry; Computer and reducing sales-to-expense ratios or Industry Setting: Information services
systems; Information systems; Marketing for disposing of this business. Company Size: Fortune 500
implementation; Marketing strategy; Geographic Setting: United States Gross Revenues: $30 billion assets
Sales management; Sales promotions Industry Setting: Computer supplies Subjects: Distribution planning;
Length: 9p Company Size: Fortune 500 Information systems; Strategic market
Supplementary Materials: Teaching Subjects: Cost analysis; Data planning
Note, (583118), 3p, by John F. Cady processing; Distribution; Industrial Length: 28p
markets Supplementary Materials: Teaching
582066 Length: 22p Note, (585006), 14p, by John F. Cady
Title: International Business Machines Supplementary Materials: Teaching
Corp. (F): Marketing to the State of Note, (589070), 9p, by E. Raymond 503059
Ajax--Bid and Post Mortem Corey Title: International Federation of Red
Author(s): Schubert LA Cross and Red Crescent Societies
Publication Date: 04/09/1982 588037 Author(s): Quelch, John A.; Laidler,
Product Type: Case (Field) Title: International Business Machines: Nathalie
Abstract: Describes IBM's response to Changes in Marketing Organization Publication Date: 05/13/2003
Ajax's RFP, the awarding of Ajax's order Author(s): Cespedes, Frank V. Product Type: Case (Field)
to Amdahl, and the terms of the Amdahl Publication Date: 11/09/1987 Abstract: Didier Cherpitel, CEO of the
bid subsequently made public to IBM. Product Type: Case (Field) International Federation of Red Cross
Provides details of competitor strategy Abstract: Describes major changes in and Red Crescent Societies (IFRC), is
and, more importantly, insight into the the structure of IBM's U.S. marketing implementing a new strategy that will
motivations and constraints affecting organization over a 20-year period: fundamentally change the role of its
purchase decisions of a public sector 1966-86. During that period, IBM U.S. International Secretariat. The
customer. The richness of these cases marketing was organized with a product organization is in the early stages of
(A) and (D-F) easily sustains important orientation, then in terms of account implementing a best practice tool called
and multifaceted discussion over three size, and then geographically. Reviews the National Society Self-Assessment
class periods. Useful comparison and the issues raised by each organizational and Cherpitel's challenge is to move
contrast discussions of corporate versus structure and the reasons for each major forward with the implementation of this
public sector account profiles, buying reorganization. Also describes certain tool, while ensuring that the International
behavior, and implementing account processes that remained relatively Secretariat takes the necessary actions
management strategies are possible constant features of field sales to strengthen IFRC's brand and image.
when IBM (D-F) follow previous management at IBM throughout this Geographic Setting: Global
examination of IBM (B): Applitronics period: compensation systems, the role Gross Revenues: $18 billion revenues
Account Strategy and IBM (C): The of the branch manager, different forms of Event Year End: 2003
4300 Announcement. recognition and motivational events, and Subjects: Brands; Globalization;
Geographic Setting: United States attention to major account management Nonprofit organizations; Strategy
Industry Setting: Information services; and industry specialization. Thus, the implementation
Computer industry case is a vehicle for discussing and Length: 38p
Gross Revenues: $330,000 sales analyzing issues in structure and Supplementary Materials: Teaching
Subjects: Computer industry; Computer process in marketing organization. Note, (505045), 6p, by John A. Quelch
systems; Information systems; Marketing Geographic Setting: United States NEW
implementation; Marketing strategy; Industry Setting: Computer industry
Sales management; Sales promotions Company Size: Fortune 500 BH225
Length: 5p Gross Revenues: $50 billion revenues Title: International Marketing Research:
A Global Project Management for discussing specific marketing Industry Setting: Internet & online
Perspective situations, identifies the important role services industries; E-commerce
Author(s): Young, Robert B.; Javalgi, international marketing plays in the world Gross Revenues: $500 million
Rajshekhar G. economy and the influence various revenues
Publication Date: 03/15/2007 factors have on the economy's growth. Subjects: Distribution channels;
Product Type: Business Horizons Raises marketing, organizational, Distribution planning; Marketing strategy
Article political, financial, and legal issues Length: 30p
Publisher: Business Horizons/Indiana confronting the international marketing
University executive. To be used as an introductory 599071
Abstract: As organizations continue to discussion. Title: An Internet Strategy Task Force
pursue more global strategies, the need Subjects: Distribution channels; Author(s): Dolan, Robert J.
to be able to understand consumers in International marketing; Legal aspects of Publication Date: 12/09/1998
far away places is increasing. Marketing business; Marketing organization; Product Type: Case (Gen Exp)
research is the primary mechanism Marketing strategy; Multinational Abstract: Examine the possibility of
through which companies understand corporations; Politics shared learning across business units
their current, as well as potential, Length: 41p within a company.
customers. As companies contemplate Industry Setting: Food industry
the global marketplace, they must 578182 Subjects: Business & society; Ethics;
consider how domestic market research Title: International Systems, Inc.: CT Food; Interdepartmental relations;
differs when conducted in international Scanners Marketing management
markets. In an effort to help internal Author(s): Abell, Derek F.; Purkayastha, Length: 1p
client side marketing, research Dev
managers design and implement Publication Date: 04/27/1978 505705
improved international research studies. Revision Date: 01/02/1992 Title: Interview with Christine Day--
Briefly discusses the context for Product Type: Case (Field) Starbucks, Video
international market research and Abstract: Deals with a company Author(s): Quelch, John A.
provides a framework for conducting contemplating entry into "cat" scanners-- Publication Date: 08/01/2004
international market research projects. three-dimensional x-ray devices with Product Type: Case Video
Additionally, presents several factors computerized analysis. Cat scanners, Medium: Videotape
that should be considered by marketers together with traditional x-ray, Abstract: Interview with case
who engage in global market research ultrasound, and nuclear devices, make protagonist, Starbucks' chief
studies. These factors represent the up the so-called imaging diagnostics administrative officer. Must be used with:
variety of challenges that must be market. The key questions are how the (504016) Starbucks: Delivering
addressed in order to conduct research business and market should be defined, Customer Service.
across national borders. Particular and how the company should enter if at Subjects: Beverages; Customer
attention is paid to the nuances related all. An additional important question is retention; Customer service; Market
to primary data collection and how public policy, with respect to high research
questionnaire construction. cost medical technology, will influence Length: 10 min
Subjects: NO the market. May be used with Docutel List Price: $150.00
SUBJECTS(KEYWORDS) Corp. (Condensed). Year New: 2004
Length: 10p Geographic Setting: United States
Year New: 2007 Industry Setting: CT scanner
505710
Company Size: large
Title: Interview with Christine Day--
580071 Gross Revenues: $4 billion sales
Starbucks, Video (DVD)
Title: International Marketing, Subjects: Market analysis; Marketing
Background Material management; Medical supplies;
Author(s): Malone, Claudine B.; Strategic planning
Product Type: Case Video, DVD
Lorenzo B Length: 28p
Abstract: Interview with case
protagonist, Starbucks' chief
Product Type: Note 598057 administrative officer. Must be used with:
Abstract: Discusses the selection of Title: Internet Commerce: Brief (504016) Starbucks: Delivering
sales and distribution channels of selling Reports on Four Industries Customer Service.
overseas--direct and indirect selling. Author(s): Rangan, V. Kasturi; Subjects: NO
Subjects: Distribution channels; Liebowitz, Joshua SUBJECTS(KEYWORDS)
International marketing; International Publication Date: 11/12/1997 Length: 10 min
trade; Multinational corporations; Sales Revision Date: 03/10/1998 Year New: 2005
management Product Type: Case (Library)
Length: 8p Abstract: Describes the distribution
505703
changes in four industries caused by the
Title: Interview with Dennis Bender--
580069 availability of the Internet as a
Habitat for Humanity International, Video
Title: International Marketing: An commercial distribution channel--
Introductory Note personal computer software, compact
Author(s): Malone, Claudine B.; discs, automobiles, and real estate.
Product Type: Video
Harrison, Neil Teaching Purpose: To force students to
Abstract: Interview with Dennis Bender
Publication Date: 12/18/1979 think through the impact of the Internet
of Habitat for Humanity International.
Revision Date: 07/23/1981 and its evolution on distribution
Must be used with: (503101) Habitat for
Product Type: Note channels. Withdrawn 11/15/00.
Humanity International: Brand
Abstract: Provides background material Geographic Setting: United States
Valuation. Product Type: Case Video, DVD 10.1, higher than any nationally televised
Subjects: Brand management; Brands; Abstract: An abstract is not available for program in a Saturday evening time slot.
Globalization; International marketing; this product. Must be used with: The next week, ratings plummeted, and
Marketing strategy; Nonprofit (507014) Lenovo: Building a Global by week nine the XFL game earned the
organizations Brand. title as the lowest rated sports event in
Length: 5 min Subjects: NO television history. Co-owners WWFE and
List Price: $100.00 SUBJECTS(KEYWORDS) NBC officially disbanded the XFL on May
Year New: 2004 Length: 11 min 10, 2001. What went wrong? How could
Year New: 2007 two seasoned and respected figures in
504800 entertainment--WWFE's Vince McMahon
Title: Interview with Professor Theodore 507710 and NBC's Dick Ebersol--have
Levitt, Video (DVD) Title: Interview with William Amelio, miscalculated so badly?
Author(s): Quelch, John A.; Greyser, CEO, Lenovo, Video (VHS) Geographic Setting: United States
Stephen A. Author(s): Quelch, John A. Industry Setting: Professional sports
Publication Date: 02/01/2004 Publication Date: 03/01/2007 teams & organizations
Product Type: Case Video, DVD Product Type: Case Video Subjects: Advertising; Brands;
Abstract: After 20 years, Professor Abstract: An abstract is not available for Consumer behavior; Marketing strategy;
Levitt looks back at the arguments this product. Must be used with: Product introduction; Public relations;
presented in his 1983 HBR article (507014) Lenovo: Building a Global Sports
"Customizing Global Marketing." Must be Brand. Length: 23p
used with: (86312) Customizing Global Subjects: NO
Marketing. SUBJECTS(KEYWORDS) BH184
Subjects: NO Length: 11 min Title: Introducing E-MARKPLAN: A
SUBJECTS(KEYWORDS) List Price: $150.00 Practical Methodology to Plan e-
Length: 19 min Year New: 2007 Marketing Activities
Year New: 2005 Author(s): Krishnamurthy, Sandeep
503015 Publication Date: 01/15/2006
504801 Title: Introducing ... The XFL! Product Type: Business Horizons
Title: Interview with Professor Theodore Author(s): Fournier, Susan; Greyser, Article
Levitt Stephen A.; Schulman, Seth M. Publisher: Business Horizons/Indiana
Author(s): Quelch, John A.; Greyser, Publication Date: 07/15/2002 University
Stephen A. Product Type: Case (Library) Abstract: Although e-marketing is highly
Publication Date: 02/01/2004 Abstract: When the XFL professional prevalent, there is currently no template
Product Type: Video football league debuted on February 3, for managers who wish to use the
Abstract: After 20 years, Professor 2001, it generated a Nielsen rating of Internet/Web and related information
Levitt looks back at the arguments 10.1, higher than any nationally televised technologies to market their products
presented in his 1983 HBR article program in a Saturday evening time slot. and services. Provides managers with a
"Customizing Global Marketing." Must be The next week, ratings plummeted, and comprehensive, actionable, and practical
used with: (86312) Customizing Global by week nine the XFL game earned the methodology (E-MARKPLAN) to plan,
Marketing. title as the lowest rated sports event in enact, and analyze e-marketing
Subjects: Globalization; International television history. Co-owners WWFE and activities. Uses five case studies to
marketing; Marketing strategy NBC officially disbanded the XFL on illustrate the diversity of e-marketing
Length: 19 min May 10, 2001. What went wrong? How actions. E-MARKPLAN consists of five
List Price: $150.00 could two seasoned and respected parts: goals, actors (i.e., those who take
Year New: 2004 figures in entertainment--WWFE's Vince e-marketing actions), spaces (i.e.,
McMahon and NBC's Dick Ebersol--have theaters of engagement), actions, and
miscalculated so badly? outcomes. The E-MARKPLAN
503801
Geographic Setting: United States methodology is versatile and is not
Title: Interview with Stelios Haji-
Industry Setting: Professional sports limited to companies with e-commerce
Ioannou, Chairman of EasyGroup plc
teams & organizations operations.
Subjects: Advertising; Brands; Subjects: NO
Consumer behavior; Marketing strategy; SUBJECTS(KEYWORDS)
Product introduction; Public relations; Length: 10p
Abstract: Following EasyGroup's
Sports Year New: 2006
acquisition of GO, a rival low-cost airline,
the chairman, Stelios Haji-Ioannouis, is Length: 20p
interviewed. Supplementary Materials: Teaching 500067
Subjects: Acquisitions; Airlines; Brand Note, (503009), 9p, by Susan Fournier Title: Introducing New Coke
management; Corporate strategy; Author(s): Fournier, Susan
Pricing 503S41 Publication Date: 12/17/1999
Length: 21 min Title: Introducing ... The XFL!, Spanish Revision Date: 10/31/2001
List Price: $150.00 Version Product Type: Color Case
Author(s): Fournier, Susan; Greyser, Abstract: On April 23, 1985, the Coca-
Stephen A.; Schulman, Seth M. Cola Co. announced a decision that
507709
Publication Date: 07/15/2002 would rock the world. The old Coke
Title: Interview with William Amelio,
Product Type: LACC Case formula would be taken off the market
CEO, Lenovo, Video (DVD)
Abstract: When the XFL professional and replaced with a smoother, sweeter
football league debuted on February 3, taste. The reaction of the American
2001, it generated a Nielsen rating of people was immediate and violent,
causing three months of unrelenting Abstract: Illustrates organizational and of a telepoint base-station. The case
protest against the loss of Coke. Was industry-wide inertia to a change that series examines the licensees' decisions
the marketing research at fault? The threatens the status quo. Also reinforces with respect to 1) product positioning (in
launch strategy? Or did Coke "just not the message that those most willing to relations to the subscribers' other two
get it"? This case explores marketing's encourage change are either the options, cellular and public telephones),
most famous public disaster to reveal proponents of change or those who are 2) the pace at which to establish base-
deep lessons about managing the brand. locked out from the existing system. stations (the greater the number of base-
Includes color exhibits. Must be used with: (592092) stations, the more attractive the service),
Geographic Setting: United States Introduction of FM Radio (A): Finally, A and 3) prices for handsets, network
Industry Setting: Beverage industry "Staticless" Radio. subscription, and service usage. This
Subjects: Boycotts; Brand equity; Brand Industry Setting: Communications case describes the decision context.
management; Consumer behavior; equipment; Electronics industry Geographic Setting: United Kingdom
Marketing management Subjects: Communications equipment; Industry Setting: Telecommunications
Length: 36p Electronics; Innovation; New product industry
Supplementary Materials: Teaching marketing; Product lines; Product Subjects: Marketing management; New
Note, (502095), 13p, by Susan Fournier planning & policy; Technological change product marketing; Pricing;
Length: 3p Telecommunications; United Kingdom
592092 Supplementary Materials: Teaching Length: 2p
Title: Introduction of FM Radio (A): Note, (594072), 14p, by Anirudh Dhebar Supplementary Materials: Supplement
Finally, A "Staticless" Radio (Library), (594098), 4p, by Anirudh
Author(s): Dhebar, Anirudh 592094 Dhebar; Supplement (Library), (594099),
Publication Date: 03/26/1992 Title: Introduction of FM Radio (C): The 3p, by Anirudh Dhebar
Revision Date: 06/13/1995 Empires Strike Back
Product Type: Case (Library) Author(s): Dhebar, Anirudh 594098
Abstract: Describes the evolution of Publication Date: 03/26/1992 Title: Introduction of Telepoint Services
radio technology and business from the Revision Date: 02/16/1995 in Britain (B): A Stylized Model
initial days of wireless telegraphy to the Product Type: Supplement (Library) Author(s): Dhebar, Anirudh
advent, growth, and establishment of Abstract: Describes the concluding and Publication Date: 02/07/1994
amplitude-modulated (AM) radio bitter fight between Armstrong and the Revision Date: 06/17/1994
manufacturing and broadcasting. Begins established radio manufacturing and Product Type: Supplement (Library)
and ends with a description of a decision broadcasting industry over the new, Abstract: Supplements the (A) case.
the Radio Corp. of America (RCA) has to incompatible, and yet irrepressible FM Must be used with: (594097)
make with respect to the introduction of technology. Illustrates the struggle Introduction of Telepoint Services in
a new, incompatible frequency- between a corporation and an Britain (A): The Decision Context.
modulation (FM) technology. Illustrates established system and individual Geographic Setting: United Kingdom
the full spectrum of interests and champions of change. In addition, Industry Setting: Telecommunications
obstacles a new and incompatible underscores the tensions that can arise industry
technology and/or product concept has in the context of personal ambitions, Subjects: Marketing management; New
to overcome before it can be accepted. uncompromising attitudes, personal product marketing; Pricing;
Also useful for discussing how product relationships, and corporate interests. Telecommunications; United Kingdom
concepts get established, how patent Must be used with: (592092) Length: 4p
law works, how industries develop, and Introduction of FM Radio (A): Finally, A
the role played by individuals with "Staticless" Radio. 594099
differing visions, tenacity, and ambitions. Industry Setting: Communications Title: Introduction of Telepoint Services
Geographic Setting: New York, NY equipment; Electronics industry in Britain (C): Post Mortem
Industry Setting: Radio Subjects: Communications equipment; Author(s): Dhebar, Anirudh
Company Size: large Electronics; Innovation; New product Publication Date: 02/07/1994
Event Year Start: 1894 marketing; Product lines; Product Revision Date: 06/17/1994
Event Year End: 1933 planning & policy; Technological change Product Type: Supplement (Library)
Subjects: Communications equipment; Length: 3p Abstract: Supplements the (A) case.
Electronics; Innovation; New product Supplementary Materials: Teaching Must be used with: (594097)
marketing; Product lines; Product Note, (594072), 14p, by Anirudh Dhebar Introduction of Telepoint Services in
planning & policy; Technological change Britain (A): The Decision Context.
Length: 16p 594097 Geographic Setting: United Kingdom
Supplementary Materials: Supplement Title: Introduction of Telepoint Services Industry Setting: Telecommunications
(Library), (592093), 3p, by Anirudh in Britain (A): The Decision Context industry
Dhebar; Supplement (Library), (592094), Author(s): Dhebar, Anirudh Subjects: Marketing management; New
3p, by Anirudh Dhebar; Teaching Note, Publication Date: 02/07/1994 product marketing; Pricing;
(594072), 14p, by Anirudh Dhebar Revision Date: 06/17/1994 Telecommunications; United Kingdom
Year New: 2004 Product Type: Case (Library) Length: 3p
Abstract: In January 1989, Britain's
592093 Department of Trade and Industry 584124
Title: Introduction of FM Radio (B): FM awarded licenses to four consortia to Title: Introduction to Marketing
Takes to the Air establish telepoint services--mobile Author(s): Shapiro, Benson P.
Author(s): Dhebar, Anirudh telephone communications in which Publication Date: 06/13/1984
Publication Date: 03/26/1992 subscribers use a specialized calculator- Revision Date: 09/29/1986
Revision Date: 02/16/1995 sized handset to make telephone calls Product Type: Note
Product Type: Supplement (Library) from any point within a 200-meter radius Abstract: A brief introduction to the
nature and scope of marketing. Subjects: NO this product. Must be used with:
Subjects: Marketing management SUBJECTS(KEYWORDS) (UV0313) Intuit: Quickbooks Upgrade.
Length: 5p Length: 27p Subjects: NO
List Price: $6.95 SUBJECTS(KEYWORDS)
587124 Length: 0p
Title: Introduction to Marketing--1987 501054
Author(s): Bonoma, Thomas V. Title: Intuit QuickBooks 106016
Publication Date: 03/02/1987 Author(s): Lal, Rajiv; Kochikar, Purnima Title: Inventec Corp.
Revision Date: 07/31/1987 Publication Date: 11/27/2000 Author(s): Palepu, Krishna G.; Vargas,
Product Type: Note Revision Date: 07/30/2001 Ingrid
Abstract: Outlines the core elements of Product Type: Case (Field) Publication Date: 11/02/2005
marketing thought and provides an Abstract: Internet QuickBooks, a Product Type: Case (Field)
introduction to the First Year Marketing successful product with a strong brand Abstract: Inventec Corp., with $4.5
course. The marketing mix, market and an 85% share of retail sales, was billion in annual revenues, was one of
participants, and marketing process are faced with the challenge of meeting Taiwan's leading original design
discussed. This is a rewritten version of market growth expectations in a mature, manufacturers (ODMs). Inventec
an earlier note by B.P. Shapiro. slowing market segment. Generating designed and manufactured electronic
Subjects: Marketing management recurring revenues by providing value- products such as computers, servers,
Length: 6p added online services that complement MP3 players, PDAs, and cellular
the desktop software was viewed as an telephones for client companies that
7791BC attractive solution by QuickBook's marketed the products globally. Inventec
Title: Introduction: Marketing and management. Intuit now had to decide moved production to mainland China to
Democracy--How They Can Work the best way to provide these services-- lower costs in this highly competitive,
Together i.e. build them in house or acquire them low-margin business. But with its
Author(s): Quelch, John A.; Jocz, through partnerships. In doing so, the competitors also setting up shop in
Katherine company had to evaluate ways to China, Inventec had to find another way
Publication Date: 12/28/2007 capture value in the Intuit QuickBooks to remain profitable. Could Inventec
Product Type: HBS Press Chapter brand without damaging it. Teaching break its dependence on powerful clients
Abstract: Marketing performs an purpose: Taught in the first-year by branding and marketing its products
essential societal function--and does so marketing course to bring out the issues in China and other Asian markets? Was
democratically. People would benefit if related to capturing value. there a way for Inventec to separate and
the political and public realms were Geographic Setting: California market the software that it designed for
guided by the best of marketing, and Industry Setting: Software industry use with its hardware products.
vice versa. By assessing marketing's Subjects: Brands; Business services; Geographic Setting: China; India;
accomplishments, its shortcomings, and Marketing implementation; Marketing Taiwan
its achievements, it's possible to shed organization; Partnerships; Product Industry Setting: Electronics industry;
light on ways marketing can support development; Resource allocation; Manufacturing industries
strong, vibrant, democratic societies and Software Gross Revenues: $4.5 billion revenues
contribute to the greater good. Length: 16p Event Year Start: 2005
Subjects: NO Event Year End: 2005
SUBJECTS(KEYWORDS) UV0313 Subjects: NO
Length: 27p Title: Intuit: Quickbooks Upgrade SUBJECTS(KEYWORDS)
List Price: $6.95 Author(s): Pfeifer, Phillip E. Length: 23p
Product Type: Case (Field) Note, (707484), 4p, by Krishna G.
7795BC
Abstract: This case describes an Palepu
Title: Introduction: The New CMO--
innovative response-modeling project at Year New: 2006
Why?
Author(s): Aaker, David INTUIT. The case can help students
Publication Date: 10/21/2008 understand the basics of (and the issues 905A30
Product Type: HBS Press Chapter surrounding) response modeling, an Title: InvestorSoft
Abstract: Most organizations are rightly important tactic in data-base marketing. Author(s): Ritchie, Robin; Merali, Alim
proud of the decentralized structures Subjects: NO Publication Date: 11/29/2005
that keep managers close to customers SUBJECTS(KEYWORDS) Product Type: Case (Field)
and markets, ahead of competitors, and Length: 7p Publisher: Richard Ivey School of
accountable for results. However, relying Supplementary Materials: Teaching Business/UWO
on unfettered decentralized Note, (UV0314), 5p, by Phillip E. Pfeifer; Abstract: InvestorSoft is preparing to
organizations with highly autonomous Supplement (Spreadsheet), (UV0373), launch its one and only product, a
silo units is no longer competitively 0p, by Phillip E. Pfeifer subscription-based software service that
viable. The world has changed. There is Year New: 2007 will make it convenient and economical
too much at stake to allow silo interests for companies to manage the investor
to inhibit or prevent the effort toward UV0373 relations portion of their Web sites. The
achieving strong brands and effective Title: Intuit: Quickbooks Upgrade, company's founder faces an uphill battle
marketing. This chapter outlines the Spreadsheet Supplement in establishing InvestorSoft as a credible
specific problems or missed Author(s): Pfeifer, Phillip E. supplier to buyers who prefer dealing
opportunities that are created or Publication Date: 01/03/2009 with large, reputable firms. His
worsened by the silo structure and the Product Type: Supplement immediate challenge is to settle on a set
new role that the CMO must play in (Spreadsheet) of target customers and determine
conquering these problems. Abstract: An abstract is not available for whether InvestorSoft would be better off
selling to them directly or through Gross Revenues: $5 billion revenues business

resellers who would bundle the software Subjects: NO Length: 2p
with other services. He must also SUBJECTS(KEYWORDS)
develop pricing and promotional Length: 16p 99107
strategies that will secure a strong base Supplementary Materials: Teaching Title: Is Your Company Ready for One-
of customers early on, to position the Note, (KEL136), 7p, by Robert Schieffer, to-One Marketing?
company for future growth. Min Chen Author(s): Peppers, Don; Rogers,
Geographic Setting: Canada Year New: 2005 Martha; Dorf, Bob
Industry Setting: Business services Publication Date: 01/01/1999
Event Year Start: 2005 C0204C Product Type: Harvard Business
Event Year End: 2005 Title: The Iron Lady's Sterling Rhetoric Review Article
Subjects: NO Author(s): Morgan, Nick Abstract: The idea of one-to-one
SUBJECTS(KEYWORDS) Publication Date: 04/01/2002 marketing (also called "relationship
Length: 23p Product Type: Harvard Management marketing") is simple: accommodating a
Supplementary Materials: Teaching Communication Letter Article customer based on your knowledge of
Note, (805A30), 12p, by Robin Ritchie Abstract: Although she's now largely that customer, as well as the customer's
Year New: 2006 out of the political spotlight, Margaret input. This Manager's Tool Kit includes
Thatcher has a lot to teach anyone who exhibits designed to help managers
KEL032 seeks to move, inspire, and persuade an understand one-to-one marketing and
Title: Invisalign: Orthodontics Unwired audience. Step by step, this article provide guidance for those who may be
Author(s): Coughlan, Anne; Hennessy, examines the rhetorical strategies interested in implementing their program.
Julie; Najjar, Andrei employed by Thatcher in three of her One-to-one marketing promises to
Publication Date: 01/01/2004 greatest speeches. increase the value of your customer
Product Type: Case (Field) Subjects: Management communication base by establishing a learning
Abstract: Align Inc. is a start-up Length: 2p relationship with each customer.
company with a revolutionary, patent- List Price: $4.50 Although the theory behind one-to-one
protected new technology for marketing is simple, implementation is
straightening teeth called Invisalign. C0202A complex. The authors offer practical
Invisalign is a set of invisible plastic Title: Is Your Audience Ready to Hear advice for implementing a one-to-one
aligners made to each patient's specific You? marketing program correctly. They
needs that substitute for metal or Author(s): Robbins, Stever describe four key steps: identifying your
ceramic braces in adults (it is not sold for Publication Date: 02/01/2002 customers, differentiating among them,
children's orthodontic needs). The Product Type: Harvard Management interacting with them, and customizing
company has created tremendous Communication Letter Article your product or service to meet each
consumer awareness and affect for its Abstract: There are some situations in customer's needs. This tool kit will help
product, yet sales results are dismal. which people are primed to receive you determine what type of program
Requires the reader to analyze the messages: when there's uncertainty your company can implement now, what
reasons for such poor sales and what to about which direction to take, when you need to do to position your company
do to remedy the problem. something personal is at stake, when for a large-scale initiative, and how to set
Geographic Setting: United States they are accountable for a certain priorities.
Industry Setting: Dental industry outcome, and when there is a crisis. At Subjects: Consumer marketing;
Subjects: NO all other times, you need to wage a Customer relations; Customization;
SUBJECTS(KEYWORDS) battle against all the other information Marketing implementation; Marketing
Length: 18p out there vying for your listeners' planning; Marketing strategy
Supplementary Materials: Teaching attention. Some tips to help you Length: 10p
Note, (KEL033), 6p, by Anne Coughlan succeed: Use the personal touch
Year New: 2005 whenever possible, frame your message 8954
in terms of your listeners' potential, tie Title: Is Your Company Ready for One-
KEL135 your message to your listeners' to-One Marketing? (HBR OnPoint
Title: Iridium Global Satellite Phone concerns, and speak to them with Enhanced Edition)
System: Lost in Space? language they are comfortable with. Author(s): Peppers, Don; Rogers,
Author(s): Schieffer, Robert; Chen, Min Subjects: Management communication Martha; Dorf, Bob
Publication Date: 10/01/2004 Length: 3p Publication Date: 02/01/2001
Revision Date: 07/07/2005 List Price: $4.50 Product Type: HBR OnPoint Article
Product Type: Case (Pub Mat) Abstract: The idea of one-to-one
Abstract: The spin-off of Iridium, a F99602 marketing (also called "relationship
global telecommunications system, Title: Is Your Brand at Risk? marketing") is simple: accommodating a
represented a significant business risk Author(s): Maruca, Regina Fazio customer based on your knowledge of
for Motorola, as many talented Motorola Publication Date: 11/01/1999 that customer, as well as the customer's
executives joined the venture in the late Product Type: Harvard Business input. This Manager's Tool Kit, by Don
1990s. This bold technology gamble Review Article Peppers and Martha Rogers, partners,
suffered from numerous marketing Abstract: Companies facing attacks and Bob Dorf, president, of Peppers and
missteps, which led to Iridium's from competitors with copycat products Rogers Group, a management
bankruptcy in August 1999. often find they have little legal recourse. consulting firm in Stamford, Connecticut,
Geographic Setting: Global; United Two researchers suggest preemptive provides guidance for those who may be
States measures for protecting brand identity. interested in implementing their program.
Industry Setting: Telecommunications Subjects: Brand equity; Brands; One-to-one marketing promises to
industry Intellectual property; Legal aspects of increase the value of your customer
base by establishing a learning priorities. This is a special logo product. Length: 7p

relationship with each customer. The Subjects: Consumer marketing;
customer tells you of some need, and Customer relations; Customization; 502S39
you customize your product or service to Marketing implementation; Marketing Title: Ito Yokado, Spanish Version
meet it. Although the theory behind one- planning; Marketing strategy Author(s): Salmon, Walter J.;
to-one marketing is simple, Length: 12p Furukawa, Kosei; Wylie, David
implementation is complex. Too many Publication Date: 08/09/2002
companies mistakenly understand it as 500027 Product Type: LACC Case
an excuse to badger customers with Title: Issues of Product Policy Abstract: Describes the means by
excessive telemarketing and direct mail Author(s): Sarvary, Miklos which management has empowered the
campaigns. The authors describe four Publication Date: 08/31/1999 sales clerks and part time employees of
key steps: identifying your customers, Revision Date: 11/16/2000 this chain of 131 department stores.
differentiating among them, interacting Product Type: Note They are responsible for all sales and
with them, and customizing your product Abstract: Explores the basic vocabulary inventory management. This
or service to meet each customer's and issues related to product policy empowerment has led to fewer
needs. And they provide activities and within a firm. stockouts, higher sales, lower inventory
exercises, to be administered to Subjects: Product planning & policy levels, less inventory loss, higher profits,
employees and customers, that will help Length: 10p higher quality, and higher commitment
you identify your company's readiness to levels on the part of employees. Also
launch a one-to-one initiative. This tool describes how their innovative
591067
kit will help you determine what type of management has overcome
Title: It Matters to Me
program your company can implement inefficiencies in the Japanese distribution
Author(s): Greyser, Stephen A.;
now, what you need to do to position system.
Teopaco, John L.
your company for a large-scale initiative, Geographic Setting: Japan
and how to set priorities. Industry Setting: Retail industry
Subjects: Consumer marketing; Company Size: large
Abstract: Marketing executives are
Customer relations; Customization; Gross Revenues: $16 billion revenues
evaluating the results of the first year of
Marketing implementation; Marketing Subjects: Department stores;
a prospective three-year $40 million
planning; Marketing strategy International marketing; Japan;
advertising campaign to help the U.S.-
Length: 14p Marketing implementation; Marketing
textile/apparel industry convince
List Price: $6.50 information systems; Merchandising;
consumers and retailers to buy U.S.-
made apparel products. Extensive Organizational design; Retailing
99107L research information from consumers Length: 29p
Title: Is Your Company Ready for One- and retailers is available. Must be used
to-One Marketing? (Logo Product) with: (587110) Crafted with Pride in 589116
Author(s): Peppers, Don; Rogers, U.S.A. Council. Title: Ito Yokado
Martha; Dorf, Bob Geographic Setting: United States Author(s): Salmon, Walter J.;
Publication Date: 04/01/1999 Industry Setting: Apparel & textile Furukawa, Kosei; Wylie, David
Product Type: Harvard Business industries Publication Date: 06/19/1989
Review Article Company Size: large Revision Date: 07/14/1994
Abstract: The idea of one-to-one Subjects: Advertising; Consumer Product Type: Case (Field)
marketing (also called "relationship marketing; Textiles Abstract: Describes the means by
marketing") is simple: accommodating a Length: 12p which management has empowered the
customer based on your knowledge of sales clerks and part time employees of
that customer, as well as the customer's this chain of 131 department stores.
83314
input. This Manager's Tool Kit includes They are responsible for all sales and
Title: It's Time to Make Trade Promotion
exhibits designed to help managers inventory management. This
More Productive
understand one-to-one marketing and empowerment has led to fewer
provide guidance for those who may be stockouts, higher sales, lower inventory
interested in implementing their levels, less inventory loss, higher profits,
program. One-to-one marketing higher quality, and higher commitment
Review Article
promises to increase the value of your levels on the part of employees. Also
Abstract: Consumer product
customer base by establishing a learning describes how their innovative
manufacturers extend trade promotions,
relationship with each customer. management has overcome
in the form of temporary price
Although the theory behind one-to-one inefficiencies in the Japanese distribution
reductions, to retailers and wholesalers
marketing is simple, implementation is system.
to encourage them to increase purchase
complex. The authors offer practical Geographic Setting: Japan
commitments and build inventories.
advice for implementing a one-to-one Industry Setting: Retail industry
Recently, trade promotion productivity
marketing program correctly. They Company Size: large
has fallen as a result of increased costs
describe four key steps: identifying your Gross Revenues: $16 billion revenues
and excessive, improper use. Promotion
customers, differentiating among them, Subjects: Department stores;
deals are a valuable, flexible technique
interacting with them, and customizing International marketing; Japan;
but managers must view them as an
your product or service to meet each Marketing implementation; Marketing
integral element of their marketing
customer's needs. This tool kit will help information systems; Merchandising;
strategy and improve their design.
you determine what type of program Organizational design; Retailing
Industry Setting: Retail industry
your company can implement now, what Length: 26p
Subjects: Marketing strategy; Retailing;
you need to do to position your company Supplementary Materials: Teaching
Sales management
for a large-scale initiative, and how to set Note, (592001), 6p, by Walter J. Salmon,
David Wylie Length: 20p Gross Revenues: $15.8 million 1962

sales
505048 582056 Event Year Start: 1963
Title: Ito-Yokado: The Challenge of Title: J.B. Robinson Jewelers Event Year End: 1963
Apparel Author(s): Takeuchi, Hirotaka; Merliss, Subjects: Advertising strategy;
Author(s): Lal, Rajiv; Han, Arar Penny Pittman Competition; Food; Packaging; Product
Publication Date: 03/09/2005 Publication Date: 11/01/1981 introduction; Test markets
Revision Date: 05/11/2005 Revision Date: 07/01/1986 Length: 25p
Product Type: Case (Field) Product Type: Case (Field)
Abstract: Ito-Yokado, the 16th largest Abstract: J.B. Robinson, recently 509021
retail conglomerate in the world, has acquired by W.R. Grace, has developed Title: JBS Swift & Co.
struggled with the declining performance a sales force training program which has Author(s): Bell, David E.; Ross,
in the apparel division of its superstores worked successfully in Cleveland. Catherine
for over a decade. Apparel sales are However, the company had a temporary Publication Date: 12/12/2008
slipping, eating hard-won gains in the setback in Houston, and is now Product Type: Case (Field)
retailer's food division. CEO Toshifumi considering expanding to Florida. The Abstract: Brazilian meat packer JBS
Suzuki has already instituted a number key issue is whether Larry Robinson can surprised many in the U.S. beef industry
of revolutionary changes to sourcing and continue to implement his successful when it acquired Swift & Co.--a company
merchandising. What should he try next? human resources program as the more than five times its size--in 2007,
May be used with: (506002) Tanpin company expands. then moved to acquire the U.S.'s fourth
Kanri: Retail Practice at Seven-Eleven Geographic Setting: Cleveland, OH; and fifth largest beef producers in 2008.
Japan. Houston, TX The new JBS Swift slashed costs and
Geographic Setting: Japan Industry Setting: Jewelry industry; restructured, turning around a quarterly
Industry Setting: Retail industry Retail industry loss of $99 million to a gain of $140
Number of Employees: 42,000 Gross Revenues: $450 million sales million within 6 months. JBS aimed to
Gross Revenues: $34 billion revenues Subjects: Employee training; position itself to supply beef markets
Event Year Start: 2005 Expansion; Human resources around the world, but it faced a perfect
Event Year End: 2005 management; Retailing; Sales storm of rising feed and fuel prices, a
Subjects: Clothing; Conglomerates; management; Small business global credit crisis and industry analysts
Japan; Restructuring; Retailing Length: 26p skeptical about the company's debt load.
Length: 34p Geographic Setting: Brazil; Colorado
Year New: 2005 513162 Industry Setting: Agribusiness; Beef
Title: J.M. Smucker Co. industry; Meat industries
500051 Author(s): Levitt, Theodore; Gale C Gross Revenues: $22 billion
Title: J & B Publication Date: 02/19/1964 Event Year Start: 2008
Author(s): McCracken, Grant Revision Date: 07/15/1983 Event Year End: 2008
Publication Date: 05/16/2000 Product Type: Case (Field) Subjects: NO
Product Type: Case (Field) Abstract: An independent national SUBJECTS(KEYWORDS)
Abstract: Michael Stoner finds himself manufacturer of jams and jellies decides Length: 21p
called upon to reposition a once to add ketchup, packaged in a wide-
venerable and highly profitable brand of mouthed jar, to the line. UV0305
Scotch whisky. He must find a cultural Geographic Setting: Ohio Title: James R. Steiner
trend. Industry Setting: Packaged food Author(s): Spekman, Robert E.;
Geographic Setting: New York, NY industry Ranson, Alexandra; Newton, Derek A.
Subjects: Beverages; Brands; Gross Revenues: $16 million sales Publication Date: 10/23/1993
Consumer marketing; Product Event Year Start: 1963 Revision Date: 07/14/2004
positioning Event Year End: 1963 Product Type: Case (Field)
Length: 19p Subjects: Food; Marketing strategy; Abstract: A medical supplies sales
Packaging; Pricing; Product lines; representative discusses how to identify
503S36 Product planning & policy potential managers and what he
Title: J & B, Spanish Version Length: 34p considers to be an organization's
Author(s): McCracken, Grant responsibility for developing its people.
Publication Date: 05/16/2000 564002 This interview offers students an intimate
Product Type: LACC Case Title: J.M. Smucker Co. (Condensed) view of how an outstanding salesman
Abstract: Michael Stoner finds himself Author(s): Levitt, Theodore; Gale C thinks and feels about himself, his job,
called upon to reposition a once Publication Date: 06/01/1964 his company, and what motivates him.
venerable and highly profitable brand of Revision Date: 07/08/1983 Subjects: NO
Scotch whisky. He must find a cultural Product Type: Case (Field) SUBJECTS(KEYWORDS)
trend. Teaching Purpose: To encourage Abstract: The maker of a wide line of Length: 13p
students to think about the connections jellies and preserves, added ketchup to Supplementary Materials: Teaching
between culture and consumers, and its retail product line. The product was Note, (UV0306), 3p, by Robert E.
more specifically, to use this knowledge introduced in one retailing area on a test Spekman
to build brands. marketing basis. Discusses the Year New: 2007
Geographic Setting: New York, NY evaluation of plans for this product in a
Subjects: Beverages; Brands; highly competitive market. Alternate 504S27
Consumer marketing; Product version of J.M. Smucker Co. Title: Jamestown Co., Spanish Version
positioning Geographic Setting: Ohio Author(s): Shapiro, Benson P.; Hoff,
Industry Setting: Food industry Edward J.
Publication Date: 08/29/1983 Requires: Lotus 1-2-3 Release 1A; must wrestle with the problems of
Revision Date: 05/20/1985 Category: Exhibit Template. campaign timing and coordination of all
Product Type: LACC Case Industry Setting: Consumer products of the above with fund-raising activities.
Abstract: In May 1983 Ms. Katherine Subjects: Consumer goods; Distribution Geographic Setting: Illinois
O'Brien, vice president of marketing, was channels; Sales management; Sales Industry Setting: Government &
deciding whether Jamestown should organization regulatory
discontinue the use of independent Length: 23p Subjects: Advertising strategy; Market
representatives in favor of a direct research; Politics; Polls & surveys; State
company salesforce. Jamestown sold 905A09 government
informal stoneware dinnerware through Title: Jewellworld.com--Online Jewelry Length: 29p
department and gift stores. A rewritten Shopping in China
version of an earlier case. Author(s): Makino, Shigefumi; Fong, 80505
Geographic Setting: United States Anthony Title: Job Matching for Better Sales
Industry Setting: Dinnerware industry Publication Date: 05/16/2005 Performance
Company Size: small Product Type: Case (Field) Author(s): Greenberg, Herbert M.;
Gross Revenues: $11 million sales Publisher: Richard Ivey School of Greenberg, Jeanne
Subjects: Consumer goods; Distribution Business/UWO Publication Date: 09/01/1980
channels; Sales management; Sales Abstract: The marketing manager of Product Type: Harvard Business
organization Jewellworld.com was faced with the Review Article
Length: 22p problem of a saturated Hong Kong Abstract: The prevalent hiring tenets for
market, and has to consider ways in salespeople are myths. A survey of
584017 which to expand the business. In a 18,000 individuals and a control group of
Title: Jamestown Co. meeting with the marketing director, who equal size shows that age, sex, race,
Author(s): Shapiro, Benson P.; Hoff, was responsible for the development of experience, and educational criteria are
Edward J. the Hong Kong and Chinese jewelry irrelevant in deciding who will make the
Publication Date: 08/29/1983 markets, one of the main topics was the best salespeople. What is significant is
Revision Date: 05/20/1985 expansion of the online shopping matching a candidate's personality
Product Type: Case (Field) strategy into the B2C area in China; dynamics with the job. The survey
Abstract: In May 1983 Ms. Katherine however, the staff of the marketing indicates that the job-matching approach
O'Brien, vice president of marketing, was department held different views. The is far superior to standard ways of hiring.
deciding whether Jamestown should immediate question was whether Subjects: Recruitment; Sales
discontinue the use of independent Jewellworld.com should move into the management
representatives in favor of a direct B2C area at full speed or wait and see Length: 6p
company salesforce. Jamestown sold how other competitors fared in the China
informal stoneware dinnerware through online market. The other issue was the 588051
department and gift stores. A rewritten segmentation that Jewellworld should Title: John Hancock Financial Services:
version of an earlier case. employ if they decide to enter the B2C Sports Sponsorship
Geographic Setting: United States market in China. A competitor had Author(s): Greyser, Stephen A.;
Industry Setting: Dinnerware industry established retail stores across China. Teopaco, John L.
Company Size: small The question was whether Jewellworld Publication Date: 12/17/1987
Gross Revenues: $11 million sales should aim to cover all market segments Product Type: Case (Field)
Subjects: Consumer goods; Distribution and product lines, or target young Abstract: Senior corporate
channels; Sales management; Sales people who tend to use the Internet communications executives of a major
organization more frequently. financial services firm are reviewing the
Length: 18p Geographic Setting: China; Hong Kong company's sports sponsorship program
Supplementary Materials: Teaching Industry Setting: Accessories industry; and are considering expanding it.
Note, (584058), 9p, by Benson P. Apparel industry Hancock already is the corporate
Shapiro Subjects: NO sponsor of the Boston Marathon and has
SUBJECTS(KEYWORDS) the opportunity to sponsor the Sun Bowl
586133 Length: 22p (football game). Major questions include
Title: Jamestown Co., Software Case Supplementary Materials: Teaching the role and evaluation of sports
Author(s): Shapiro, Benson P. Note, (805A09), 6p, by Shigefumi sponsorship as part of Hancock's image
Publication Date: 05/14/1986 Makino, Anthony Fong enhancement initiatives. May be used
Product Type: Software Case Year New: 2006 with: (592057) Magic Johnson:
Abstract: In May 1983 Katherine Endorsements "After"...?.
O'Brien, vice president of marketing, was 579121 Geographic Setting: Boston, MA
deciding whether Jamestown should Title: Jim Thompson for Governor Industry Setting: Financial services
discontinue the use of independent Author(s): Farris, Paul W.; Edelman, Company Size: large
representatives in favor of a direct Richard W.; Patterson, Don E. Subjects: Advertising; Communication
company salesforce. Jamestown sold Publication Date: 11/30/1978 strategy; Financial services; Public
informal stoneware dinnerware through Revision Date: 12/18/1981 relations
department and gift stores. THe Lotus 1- Product Type: Case (Field) Length: 30p
2-3 worksheet contains data from Table Abstract: Includes extensive market
D, Exhibit 1, and Exhibit 5. This version research data reporting voter opinions 599027
of the case by B.P. Shapiro and E.J. and intentions. These have to be Title: John Hancock Sports
Hoff has been written to provide analyzed, together with the costs of Sponsorship: 1993-2000 and Beyond
information on its use with software various media to formulate a sensible Author(s): Greyser, Stephen A.;
available on Diskette No. 9 (9-086-009). advertising plan. In addition, students Teopaco, John L.
Publication Date: 12/30/1998 to poisoned Tylenol. The case reviews Before committing themselves to test
Product Type: Case (Field) the facts as known a week after the market, they analyze the new product
Abstract: Examines sports sponsorship incident occurred, and raises a wide using a field based, pretest-market
at John Hancock through 1998 and range of questions regarding consumer procedure called ASSESSOR. The
prospectively beyond. From its early behavior, corporate responsibility, and testing reveals product positioning,
sponsorship of the legendary Boston competitive reaction. advertising, and promotion insights
Marathon, the company had expanded Geographic Setting: United States which are important in the repositioning
its activities substantially. It was one of Industry Setting: Pharmaceutical of the product.
the worldwide "Top Sponsor" companies industry Geographic Setting: Midwestern United
of the Olympics, a very significant Company Size: Fortune 500 States
expenditure. The company also Subjects: Consumer behavior; Industry Setting: Personal care
sponsors the U.S. Tour of World Corporate responsibility; Management of products
Gymnastics Champions and Figure crises; Pharmaceuticals; Product recalls; Company Size: large
Skating Champions. Students must Product safety Subjects: Consumer goods; Market
analyze the company's activities in the Length: 3p research; New product marketing;
context of benefits to John Hancock and Product development; Product
its constituencies. Considerable 583043 positioning; Test markets
description is included of ways the Title: Johnson & Johnson: The Tylenol Length: 29p
company tries to "leverage" its Tragedy Supplementary Materials: Teaching
sponsorships. The company's principles Author(s): Greyser, Stephen A. Note, (592101), 12p, by Robert J. Dolan
of sports sponsorships are included. Publication Date: 10/12/1982
Geographic Setting: United States Revision Date: 05/26/1992 586138
Industry Setting: Financial services Product Type: Case (Library) Title: Johnson Wax: Enhance (A),
Company Size: large Abstract: In October 1982, Johnson & Software Case
Subjects: Advertising; Insurance; Sports Johnson was confronted with a major Author(s): Clarke, Darrel G.
Length: 10p crisis when seven deaths were attributed Publication Date: 05/19/1986
to poisoned Tylenol. The case reviews Product Type: Software Case
598130 the facts as known a week after the Abstract: Johnson Wax has produced a
Title: Johnson & Johnson Merck incident occurred, and raises a wide new hair conditioner for problem hair.
Consumer Pharmaceuticals Co.: The range of questions regarding consumer Before committing themselves to test
Launch and Rise of Pepcid AC behavior, corporate responsibility, and market, they analyze the new product
Author(s): King, Charles; Silk, Alvin J.; competitive reaction. using a field based, pretest-market
Berndt, Ernst; Klein, Lisa R. Geographic Setting: United States procedure called ASSESSOR. After the
Publication Date: 03/12/1998 Industry Setting: Pharmaceutical initial ASSESSOR indicated problems in
Revision Date: 07/29/1998 industry formulation, product position, and
Product Type: Case (Field) Company Size: Fortune 500 advertising copy, Enhance was modified
Abstract: Beating the early odds, Subjects: Consumer behavior; and retested. Enhance is well below
Pepcid AC has not only won the race to Corporate responsibility; Management of predicted share. Is the fault in the
be first in the OTC market but done so in crises; Pharmaceuticals; Product recalls; product, strategy, or execution of the
record time. With the product having just Product safety plan? The software provides an
reached retail shelves, management Length: 3p alternative planning model to facilitate
turns to the competitive threat posed by comparison of alternate marketing plans
the launch of Tagamet, which looms only 582094 that affect the level of advertising and
weeks away. Teaching Purpose: Nature Title: Johnson Chemical Corp. sampling based trial and repeat. This
and significance of first mover Author(s): Corey, E. Raymond version of the case has been written to
advantage in switching a pharmaceutical Publication Date: 01/26/1982 provide information on its use with
brand from the prescription to the OTC Product Type: Case (Field) software available on Diskette No. 9 (9-
market. Withdrawn 07/02/03 use (500- Abstract: A manufacturer of polyvinyl 086-009). Requires: Lotus 1-2-3
073). chloride resin bids against its own Release 1A; Category: Caseware.
Geographic Setting: United States customers on a vinyl film contract. The Industry Setting: Consumer products
Industry Setting: Over-the-counter incident forces a decision on an effective Subjects: Consumer goods; Market
products sales policy in this area. research; New product marketing;
Gross Revenues: $500 million Geographic Setting: United States Product development; Product
revenues Industry Setting: Plastics industry positioning; Test markets
Subjects: Brands; Competition; Market Company Size: large Length: 45p
entry; Pharmaceuticals industry Subjects: Customer relations; Marketing
Length: 10p management; Plastics; Product planning 584009
& policy; Sales management Title: Johnson Wax: Enhance (B)
503S68 Length: 8p Author(s): Clarke, Darrel G.
Title: Johnson & Johnson: The Tylenol Publication Date: 07/18/1983
Tragedy, Spanish Version 583046 Revision Date: 09/11/1986
Author(s): Greyser, Stephen A. Title: Johnson Wax: Enhance (A) Product Type: Case (Field)
Publication Date: 10/12/1982 Author(s): Clarke, Darrel G. Abstract: After the initial ASSESSOR
Revision Date: 05/26/1992 Publication Date: 10/25/1982 indicated problems in formulation,
Product Type: LACC Case Revision Date: 08/02/1999 product position, and advertising copy,
Abstract: In October 1982, Johnson & Product Type: Case (Field) Enhance was modified and retested
Johnson was confronted with a major Abstract: Johnson Wax has produced a using ASSESSOR. Compares the new
crisis when seven deaths were attributed new hair conditioner for problem hair. results as well as presenting teaching
study data. Enhance is well below Industry Setting: Retail industry; "out of the box" thinking. But such efforts
predicted share. Is the fault in the Apparel industry rarely have a positive impact on the
product, strategy, or execution of the Subjects: Clothing; Department stores; bottom line. Pat Fallon and Fred Senn
plan? Marketing management; Marketing argue that leaders have more creativity
Geographic Setting: Midwestern United strategy; Product lines; Retailing within their organizations than they
States Length: 28p realize--but they inadvertently stifle it or
Industry Setting: Personal care channel it in ineffective ways. Juicing the
products 4456BC Orange outlines a disciplined approach
Company Size: large Title: Journey: How the Meeting of to building creativity actively into the
Subjects: Consumer goods; Market Past, Present, and Future Affects organizational culture and leveraging
research; Market share; New product Consumer Thinking that creativity into campaigns that deliver
marketing; Test markets Author(s): Zaltman, Gerald; Zaltman, measurable results. Drawing from 25
Length: 24p Lindsay years of successful marketing and
Supplementary Materials: Teaching Publication Date: 05/06/2008 acclaimed, award-winning work, the
Note, (592101), 12p, by Robert J. Dolan Product Type: HBS Press Chapter authors show that bankable, creative
Abstract: How we frame time and ideas come from zeroing in on the one
586139 unfolding events--the essence of key business problem that must be
Title: Johnson Wax: Enhance (B), "journey" as a deep metaphor-- solved and then rigorously unearthing
Software Case influences such consumer decisions as insights that will lead to a spectacular
Author(s): Clarke, Darrel G. home buying, financial planning, solution. Behind-the-scenes stories of
Publication Date: 05/19/1986 charitable giving, health care, snacks, successful and failed campaigns for
Product Type: Software Case vacations, and many more. This chapter companies in diverse industries reveal
Abstract: Enhance is well below looks at what journeys reveal about the core secrets of training for creativity:
predicted share. Is the fault in the consumers. May be used with: develop a proprietary brand emotion,
product, strategy, or execution of the (4451BC) Undressing the Mind of the offer big ideas without a big budget, and
plan? The pro forma model is intended Consumer: Introduction to Deep get customers to seek out your
for use in developing a 12 month Metaphors; (4452BC) How to Think message. Illustrating the link between
marketing plan for the introduction of Deeply: A Brief Guide to Overcoming creativity and profits, Juicing the Orange
Enhance. Advertising, price, sampling, Your Depth Deficit; (4453BC) helps industry players measure their
and distribution plans are required, as Foundations of Deep Metaphors: How success at the cash register.
are estimates of awareness, trial and Managers Benefit from Discovering Subjects: NO
repeat. The field-reconciliation Consumer Similarities; (4454BC) SUBJECTS(KEYWORDS)
worksheet is a summary of the Balance: How Justice, Equilibrium, and Length: 240p
marketing research results in the case. the Interplay of Elements Affect List Price: $26.95
This version of the case has been Consumer Thinking; (4455BC) Year New: 2006
written to provide information on its use Transformation: How Changes in
with software available on Diskette No. 9 Substance and Circumstances Affect BR0607
(9-086-009). Requires: Lotus 1-2-3 Consumer Thinking; (4457BC) Title: July-August 2006 Issue of the
Release 1A; Category: Caseware. Container: How Inclusion, Exclusion, Harvard Business Review
Industry Setting: Consumer products and Other Boundaries Affect Consumer Publication Date: 07/01/2006
Subjects: Consumer goods; Market Thinking; (4458BC) Connection: How Product Type: HBR Issue
research; New product marketing; the Need to Relate to Oneself and Abstract: The July-August 2006 issue
Product development; Product Others Affects Consumer Thinking; features: "How Right Should the
positioning; Test markets (4459BC) Resource: How Acquisitions Customer Be?" "Ending the War
Length: 28p and Their Consequences Affect Between Sales and Marketing," "Match
Consumer Thinking; (4460BC) Control: Your Sales Force Structure to Your
582149 How the Sense of Mastery, Vulnerability, Business Life Cycle," "Leading Change
Title: Jordan Marsh Co.: Merchandising and Well-Being Affects Consumer from the Top Line: The HBR Interview,"
Men's Tailored Clothing Thinking; (4461BC) Deep Metaphors at "Better Sales Networks," "The Sales
Author(s): Tedlow, Richard S. Work: A Strategy for Workable Learning Curve," and "The Ultimately
Publication Date: 02/15/1982 Wondering--Understanding the Minds of Accountable Job: Leading Today's
Revision Date: 08/21/1984 Consumers. Sales Organization."
Product Type: Case (Field) Subjects: NO Industry Setting: Pharmaceutical
Abstract: Centers on the problem of SUBJECTS(KEYWORDS) industry
how the largest department store in New Length: 21p Subjects: NO
England can more profitably List Price: $6.95 SUBJECTS(KEYWORDS)
merchandise men's tailored clothing--a Year New: 2007 List Price: $16.95
product line which is particularly difficult Year New: 2006
to manage. Calls upon the student to 9270
analyze trends in the department store Title: Juicing the Orange: How to Turn 504S09
business in general and in the suit Creativity into a Powerful Business Title: Jurassic Park, Spanish Version
business specifically. The student must Advantage (Hardcover) Author(s): Quelch, John A.
master both the complex costs involved Author(s): Fallon, Pat; Senn, Fred Publication Date: 11/20/1995
and also the qualitative problems posed Publication Date: 07/18/2006 Revision Date: 03/28/2000
by selling an expensive item that has Product Type: HBS Press Book Product Type: Case (Field)
both a functional and a fashion Abstract: Too many companies think Abstract: Managers at MCA/Universal
component. creativity means throwing money into Merchandising are reviewing worldwide
Geographic Setting: New England marketing efforts and giving lip service to merchandising and licensing
arrangements for the movie Jurassic strategy; Pricing; Sales promotions Number of Employees: 20,000
Park. Teaching Purpose: To review the Length: 23p Gross Revenues: $2 billion revenues
development of a global merchandising Subjects: Business marketing; Europe;
and licensing program for an 577136 Germany; Marketing planning; Marketing
entertainment property. Title: KCTS: Channel 9, Seattle strategy; New product marketing;
Geographic Setting: Global Author(s): Lovelock, Christopher H.; Product management; Scandinavia
Industry Setting: Entertainment Wilkinson LH Length: 21p
industry Publication Date: 03/01/1977 Supplementary Materials: Teaching
Gross Revenues: $1 billion revenues Revision Date: 07/01/1980 Note, (503068), 22p, by Das
Subjects: Entertainment industry; Product Type: Case (Field) Narayandas
International marketing; Licensing; Abstract: The director of programming
Merchandising at Channel 9, Seattle's principal public 503S07
Length: 19p television station, is making selections Title: KONE: The MonoSpace Launch
for next autumn's program schedule. He in Germany, Spanish Version
596014 must evaluate findings of an audience Author(s): Narayandas, Das; Swartz,
Title: Jurassic Park poll and other research studies, making Gordon
Author(s): Quelch, John A. tradeoffs between audience preferences, Publication Date: 05/21/2001
Publication Date: 11/20/1995 programming hours available, and Product Type: LACC Case
Revision Date: 03/28/2000 financial constraints. Exhibits include Abstract: Focuses on the launch of a
Product Type: Case (Field) details of KCTS and competitive new elevator product in Germany. In
Abstract: Managers at MCA/Universal programming, plus data from research 1996, global construction slumps and
Merchandising are reviewing worldwide studies. low differentiation among competitive
merchandising and licensing Geographic Setting: Seattle, WA offerings has led to significant price
arrangements for the movie Jurassic Industry Setting: Broadcasting industry competition and margin erosion in the
Park. Subjects: Communications industry; elevator industry. In these
Geographic Setting: Global Market research; Nonprofit marketing; circumstances, KONE, one of the global
Industry Setting: Entertainment Polls & surveys; Product lines; players in this industry, has developed
industry Scheduling the Monospace elevator product that
Gross Revenues: $1 billion revenues Length: 25p uses revolutionary technologies. This
Subjects: Entertainment industry; Supplementary Materials: Teaching new product is expected to have a
International marketing; Licensing; Note, (578063), 11p, by Christopher H. significant impact on the current product
Merchandising Lovelock lines of KONE and its competitors. The
Length: 18p firm has test marketed the product in
Supplementary Materials: Teaching 501070 three European country markets to
Note, (596081), 9p, by John A. Quelch Title: KONE: The MonoSpace Launch varying degrees of success. The firm is
in Germany now planing to launch the new product in
F0504J Author(s): Narayandas, Das; Swartz, Germany, the largest country market in
Title: Just My Type Gordon Europe and vital to KONE's overall
Author(s): Henderson, Pamela W. Publication Date: 05/21/2001 success. With little room for error and
Publication Date: 04/01/2005 Revision Date: 02/25/2005 the future of the firm at stake, KONE's
Product Type: Harvard Business Product Type: Case (Field) German subsidiary needs to develop a
Review Article Abstract: Focuses on the launch of a detailed launch plan for Monospace in
Abstract: Your choice of typeface tells new elevator product in Germany. In Germany.
customers whether your brand is 1996, global construction slumps and Geographic Setting: Germany; Europe
attractive, innovative, dishonest, or low differentiation among competitive Industry Setting: Elevator industry
unpleasant. offerings has led to significant price Number of Employees: 20,000
Industry Setting: Advertising industry competition and margin erosion in the Gross Revenues: $2 billion revenues
Subjects: Advertising; Brands; elevator industry. In these Subjects: Business marketing; Europe;
Communication; Consumer marketing circumstances, KONE, one of the global Germany; Marketing planning; Marketing
Length: 2p players in this industry, has developed strategy; New product marketing;
Year New: 2005 the Monospace elevator product that Product management; Scandinavia
uses revolutionary technologies. This Length: 22p
511045 new product is expected to have a
Title: K-B Products Corp. significant impact on the current product 501003
Author(s): Cardozo, Richard N. lines of KONE and its competitors. The Title: Kana Communications
Publication Date: 12/01/1965 firm has test marketed the product in Author(s): Sarvary, Miklos
Revision Date: 01/01/1981 three European country markets to Publication Date: 09/12/2000
Product Type: Case (Field) varying degrees of success. The firm is Revision Date: 04/10/2001
Abstract: Discusses whether a now planning to launch the new product Product Type: Case (Field)
manufacturer of canned mushrooms can in Germany, the largest country market Abstract: Kana is a young Internet
develop a brand preference and in Europe and vital to KONE's overall software company wondering how it
command a premium price for his success. With little room for error and should react to the rapid emergence of
products. the future of the firm at stake, KONE's Application Service Providers (ASPs),
Geographic Setting: Hudson, NY German subsidiary needs to develop a firms that host software applications for
Industry Setting: Canned food industry detailed launch plan for Monospace in customers who can reach those via the
Event Year Start: 1965 Germany. Internet. ASPs may be a new channel of
Event Year End: 1965 Geographic Setting: Germany; Europe distribution for software vendors. Issues
Subjects: Brands; Food; Marketing Industry Setting: Elevator industry of channel design, channel conflict, and
resource allocation are all addressed. Gross Revenues: 369 billion Yen Author(s): Waite, Thomas J.; Zyman,
Geographic Setting: United States Subjects: Distribution; Japan; Marketing Sergio; Murphy, James E.; Skildum-
Industry Setting: Internet & online strategy; Product development; Product Reid, Kim; Argenti, Paul A.
services industries; Software industry management Publication Date: 04/01/2003
Number of Employees: 400 Length: 17p Product Type: Harvard Business
Gross Revenues: $6-10 million Supplementary Materials: Teaching Review Article
revenues Note, (591138), 9p, by John A. Quelch, Abstract: Sandy Michaels, chief
Subjects: Distribution channels; Elisa M. Palter marketing officer of financial services
Internet; Product planning & policy; giant Pace Sterling, faces a tough
Software 580144 dilemma now that the high-profile golf
Length: 16p Title: Kearney & Trecker Corp. (B) tournament her company sponsors has
Supplementary Materials: Teaching Author(s): Shapiro, Benson P.; been tainted with controversy. The
Note, (501036), 9p, by Miklos Sarvary Sherman, Jeffrey J. Dover Hill country club, where the
Publication Date: 05/01/1980 prestigious Champions invitational is
106006 Product Type: Supplement (Field) played, accepts only men as members.
Title: Kansai Digital Phone: Zutto, Abstract: Supplements the (A) case. This year, a powerful women's
Gaining Japanese Loyalty Designed as an in class hand-out. Must organization has decided to make a
Author(s): Martinez-Jerez, F. Asis; be used with: (580143) Kearney & bigger issue of that exclusivity. Under
Dillon, James R. Trecker Corp. (A). pressure from the Women's Rights
Publication Date: 07/19/2005 Industry Setting: Engineering; Machine Organization (WRO) to withdraw its
Revision Date: 03/27/2007 tool industry; Tool support, Pace Sterling must think about
Product Type: Case (Field) Subjects: Engineering; Industry the marketing value it gets from the
Abstract: Ted Katagi, marketing structure; Machine tools; Pricing sponsorship and how much that value
strategy manager of Kansai Digital strategy; Product development; Product might be diminished--or heightened--by
Phone (KDP), utilizes customer lifetime lines; Tools the controversy. CEO Cal Buckley
value as a key metric to prioritize Length: 4p enlists the help of Michaels and other
initiatives in an emergency plan to turn senior executives in the company to
around the company. KDP is a regional determine just that. Michaels firmly
3336
phone company in Japan with less than believes that Pace Sterling should stay
Title: Keeping Customers (Hardcover)
stellar performance. Katagi is sent from the course and sponsor the event.
Author(s): Sviokla, John J.; Shapiro,
the U.S. partner, Airtouch (later Michaels is unwavering--that is, until the
Benson P.
Vodafone), to assemble a team to day she comes across this newspaper
design and implement a plan that headline: "Tommy Ward Should Boycott
improves company to performance. Dover Hill." Ward is the undisputed king
Abstract: The 1990s are being coined
Katagi must quickly prioritize actions and of the golf world and the odds-on favorite
"the decade of the customer," implying
then assess the expected economic to win the Champions. The WRO is
that greater attention to the customer's
impact. clearly turning up the volume. Should
needs and perceptions is necessary to
Geographic Setting: Japan Pace Sterling proceed with its
stay competitive. But Keeping
Industry Setting: Mobile phone sponsorship? May be used with:
Customers clearly illustrates that being
Gross Revenues: 56 billion yen (R0304X) Keeping to the Fairway (HBR
customer-oriented is a more complex
revenues Case Study).
matter than simply beefing up customer
Subjects: NO Subjects: NO
service. It is a dynamic process that
SUBJECTS(KEYWORDS) SUBJECTS(KEYWORDS)
requires a set of interconnected
management actions, implemented over
time, to continually build and enhance
Note, (107064), 26p, by F. Asis relationships with customers as their
Martinez-Jerez demands evolve. A leading group of R0304A
Year New: 2005 Harvard Business Review authors, Title: Keeping to the Fairway (HBR
including practitioners and analysts, Case Study and Commentary)
591012 illuminates key principles in building Author(s): Waite, Thomas J.; Zyman,
Title: Kao Corp. quality and service into a competitive Sergio; Murphy, James E.; Skildum-
Author(s): Quelch, John A.; Stern, package that increases value for the Reid, Kim; Argenti, Paul A.
Aimee L.; Kameda, Noriko customer without sacrificing company Publication Date: 04/01/2003
Publication Date: 09/18/1990 profits. The book provides a provocative Product Type: Harvard Business
Revision Date: 11/04/1994 and comprehensive approach to an Review Article
Product Type: Case (Field) increasingly vital topic, and together with Abstract: Sandy Michaels, chief
Abstract: As the Japanese diaper its companion volume, Seeking marketing officer of financial services
market expands, Kao management must Customers, offers invaluable guidelines giant Pace Sterling, faces a tough
determine its response to new product for achieving long-term profitability. dilemma now that the high-profile golf
introductions by its two major Subjects: Customer relations; Customer tournament her company sponsors has
competitors. Options include launching a retention; Customer service; Loyalty; been tainted with controversy. The
new premium priced brand or a new low Marketing implementation Dover Hill country club, where the
priced brand, or increasing advertising Length: 416p prestigious Champions invitational is
and promotion expenditures for Kao's List Price: $45.00 played, accepts only men as members.
current diaper line. This year, a powerful women's
Geographic Setting: Japan organization has decided to make a
R0304Z
Industry Setting: Disposable paper bigger issue of that exclusivity. Under
Title: Keeping to the Fairway
product industry pressure from the Women's Rights
Organization (WRO) to withdraw its Subjects: NO strategies in the electrical equipment

support, Pace Sterling must think about SUBJECTS(KEYWORDS) market. Three objectives: obtain more
the marketing value it gets from the Length: 4p profitable price levels, restore Kennedy's
sponsorship and how much that value Year New: 2005 historical market share, and obtain more
might be diminished--or heightened--by stable prices.
the controversy. CEO Cal Buckley 580148 Geographic Setting: United States
enlists the help of Michaels and other Title: Kendall-Vetmat Industry Setting: Capacitors & resistors
senior executives in the company to Author(s): Reibstein, David J.; Webster, Event Year Start: 1964
determine just that. Michaels firmly Elizabeth N. Event Year End: 1964
believes that Pace Sterling should stay Publication Date: 05/01/1980 Subjects: Machinery; Marketing
the course and sponsor the event. Product Type: Case (Field) strategy; Pricing strategy; Sales
Michaels is unwavering--that is, until the Abstract: Discusses the role of market management
day she comes across this newspaper research in a product manager's Length: 27p
headline: "Tommy Ward Should Boycott decision process. Traces the
Dover Hill." Ward is the undisputed king development of market research 9-408-057
of the golf world and the odds-on favorite information for the introduction of a new Title: Kenny Kahn at Muzak (A)
to win the Champions. The WRO is product, and presents a manager's Author(s): Stecker, Emily A.; Hill, Linda
clearly turning up the volume. Should dilemma of receiving market data that A.
Pace Sterling proceed with its are inconsistent with expectations and Publication Date: 05/12/2008
sponsorship? plans. How should the product manager Revision Date: 06/18/2009
Subjects: Brand management; Brands; merge this information with the decision? Product Type: Case (Field)
HBR Case Discussions; Marketing Geographic Setting: United States Abstract: Founded in 1934, Muzak
planning; Marketing strategy Industry Setting: Veterinary pioneered the industry of background
Length: 8p Company Size: large music. Equipped with propriety
NEW Gross Revenues: $650 million sales technology and a vast music library, over
Subjects: Forecasting; Market research; the ensuing decades the Muzak
R0304X Medical supplies; New product franchise organization expanded
Title: Keeping to the Fairway (HBR marketing; Product management; geographically. Despite a history of
Case Study) Research & development innovation, by the late 1990s Muzak had
Author(s): Waite, Thomas J. Length: 31p anemic financials and low employee
Publication Date: 04/01/2003 Supplementary Materials: Teaching morale. When new CEO Bill Boyd took
Product Type: Harvard Business Note, (580160), 6p, by David J. the helm in 1997, he assembled a new
Review Article Reibstein, Elizabeth N. Webster management team. The new VP of
Abstract: Sandy Michaels, chief Marketing, Kenny Kahn, worked with
marketing officer of financial services 574036 design firm Pentagram to re-brand the
giant Pace Sterling, faces a tough Title: Kenics Corp. company, not just for customers but to
dilemma now that the high-profile golf Author(s): Sorenson, Ralph Z., II; spark organizational change. But
tournament her company sponsors has Frederick, Kenneth because Muzak was a franchise
been tainted with controversy. The Publication Date: 11/01/1973 organization, Kahn had to convince
Dover Hill country club, where the Revision Date: 11/25/1985 independent affiliates to pay for what
prestigious Champions invitational is Product Type: Case (Field) turned out to be an extensive re-
played, accepts only men as members. Abstract: At what point in the early branding. This case can be used to
This year, a powerful women's development of a high technology firm teach how branding can be used as a
organization has decided to make a should it begin to look for foreign sales? tool for spearheading culture change;
bigger issue of that exclusivity. Under Having decided to expand not to exercise influence without
pressure from the Women's Rights internationally, what basic marketing authority and how businesspeople can
Organization (WRO) to withdraw its strategy should be followed, especially in effectively work with a design firm.
support, Pace Sterling must think about Europe? Gross Revenues: $200 million
the marketing value it gets from the Geographic Setting: Europe; United Subjects: NO
sponsorship and how much that value States SUBJECTS(KEYWORDS)
might be diminished--or heightened--by Company Size: small Length: 23p
the controversy. CEO Cal Buckley Gross Revenues: $5 million sales Year New: 2008
enlists the help of Michaels and other Subjects: Expansion; Industrial
senior executives in the company to markets; International marketing; 9-408-069
determine just that. Michaels firmly Marketing strategy; Multinational Title: Kenny Kahn at Muzak (B)
believes that Pace Sterling should stay corporations Author(s): Stecker, Emily A.; Hill, Linda
the course and sponsor the event. Length: 24p A.
Michaels is unwavering--that is, until the Supplementary Materials: Teaching Publication Date: 05/12/2008
day she comes across this newspaper Note, (584141), 24p, by Benson P. Product Type: Supplement (Field)
headline: "Tommy Ward Should Boycott Shapiro Abstract: An abstract is not available for
Dover Hill." Ward is the undisputed king this product.
of the golf world and the odds-on favorite Subjects: NO
513151
to win the Champions. The WRO is SUBJECTS(KEYWORDS)
Title: Kennedy Capacitor (A)
clearly turning up the volume. Should Length: 14p
Author(s): Sultan, Ralph G.M.
Pace Sterling proceed with its Year New: 2008
sponsorship? May be used with:
(R0304Z) Keeping to the Fairway
Product Type: Case (Field) KEL021
(Commentary for HBR Case Study).
Abstract: Discusses policies and Title: Keurig at Home
Author(s): Anderson, Eric T. demands a long range commitment in Number of Employees: 4,200
Publication Date: 02/28/2005 terms of customer base, competition and Event Year Start: 2003
Product Type: Case (Field) required resources. Horizontal and Event Year End: 2003
Abstract: In February 2003, President vertical product-market choices allow a Subjects: Food; Global Research
and CEO Nick Lazaris faces critical company to concentrate marketing Group; Innovation; International
decisions on Keurig's launch of a new where it has an advantage over marketing; Japan; Marketing strategy;
consumer coffee brewing system. Keurig competitors. Choice of product/market Product positioning
has successfully sold single-cup brewing position at the beginning or the end of Length: 35p
systems through commercial distribution the market depends on company
channels and is now expanding to the commitment to manufacturing, quality R0312G
lucrative consumer segment. However, a control and service. Title: Kill a Brand, Keep a Customer
meeting with key strategic partners six Subjects: Industrial markets; Market Author(s): Kumar, Nirmalya
months prior to launch raised questions research; Marketing strategy; Product Publication Date: 12/01/2003
about the product design. This prompted planning & policy Product Type: Harvard Business
the Keurig management team to revisit Length: 8p Review Article
its decisions on product design, pricing, Abstract: Most brands don't make much
and the marketing plan. With six months C0201B money. Year after year, businesses
to launch, what should the company do? Title: Kicking the Tires of Corporate generate 80% to 90% of their profits
Geographic Setting: United States Reputation from less than 20% of their brands. Yet
Industry Setting: Beverage industry Author(s): Sandberg, Kirsten D. most companies tend to ignore loss-
Event Year Start: 2003 Publication Date: 01/01/2002 making brands, unaware of the hidden
Event Year End: 2003 Product Type: Harvard Management costs they incur. That's because
Subjects: NO Communication Letter Article executives believe it's easy to erase a
SUBJECTS(KEYWORDS) Abstract: Can corporate rankings give brand; they have only to stop investing
Length: 19p you a real understanding of what a in it, they assume, and it will die a
Supplementary Materials: Teaching company is like on the inside? Corporate natural death. But they're wrong. When
Note, (KEL137), 14p, by Eric T. reputation is the consensus of companies drop brands clumsily, they
Anderson perceptions about how a firm will behave antagonize loyal customers: Research
Year New: 2005 in any given situation, based on what shows that seven times out of eight,
people know about it, including financial when firms merge two brands, the
590054 performance. But reputation is not about market share of the new brand never
Title: Key Interfaces likeability--messages must have real reaches the combined share of the two
Author(s): Cespedes, Frank V. content backed by real performance. original ones. It doesn't have to be that
Publication Date: 10/31/1989 This article covers how to use stock way. Smart companies use a four-step
Product Type: Note price as an indicator of reputation and process to kill brands methodically. First,
Abstract: Written as an introduction to a cautions companies always to remember CEOs make the case for rationalization
module dealing with marketing their core ideology by reinforcing and by getting groups of senior executives to
organization in relation to other rewarding behavior that supports the conduct joint audits of the brand
functional areas in a firm for the second- core. portfolio. Next, executives need to
year MBA course, Marketing Subjects: Public relations; Valuation decide how many brands will be
Implementation. Discusses the Length: 2p retained, which they do either by setting
boundary-spanning role of marketing in List Price: $4.50 broad parameters that all brands must
the organization, issues that typically meet or by identifying the brands they
accompany such a role, and a 504067 need to cater to all the customer
framework for assessing marketing's Title: Kikkoman Corp.: Consumer segments in their markets. Third,
interactions with other functional areas. Focused Innovation executives must dispose of the brands
Subjects: Marketing management; Author(s): Deshpande, Rohit; Hogan, they've decided to drop, deciding in each
Marketing organization; Sales Hal case whether it is appropriate to merge,
organization Publication Date: 01/05/2004 sell, milk, or just eliminate the brand
Length: 8p Revision Date: 08/15/2005 outright. Finally, it's critical that
Product Type: Case (Field) executives invest the resources they've
75502 Abstract: In May 2003, the president freed to grow the brands they've
Title: Key Options in Market Selection and CEO of Kikkoman Corp. sat in his retained.
and Product Planning Tokyo office weighing various options for Subjects: Brand management;
Author(s): Corey, E. Raymond strengthening the company's long-term Customer retention; Divestiture; Growth
Publication Date: 09/01/1975 growth. Kikkoman was the world's strategy; Market segmentation
Product Type: Harvard Business largest producer of soy sauce, largely Length: 10p
Review Article due to its pioneering role since the NEW
Abstract: The success of Crown Cork 1950s as the leading promoter of the
and Seal in the beer can and aerosol product, particularly in non-Asian IMD155
container markets is attributable to their markets. But times had changed. The Title: Kimura K.K.: Can This Customer
concentration on specialized design and domestic Japanese market was Be Saved?
manufacturing for those two specific high saturated, competition had increased, Author(s): Turpin, Dominique
growth markets. While competitors and Kikkoman needed to think of Publication Date: 01/01/2001
diversified and lost container market innovative ways to increase revenue. Revision Date: 05/20/2003
shares to former customers engaged in Geographic Setting: Japan; United Product Type: Case (Pub Mat)
self manufacture, Crown Cork's careful States Publisher: IMD - International Institute
market strategy paid off. Market choice Industry Setting: Food industry for Management Development
Abstract: Pramtex, an Australian the value chain dance to the customer's Geographic Setting: North America
company established in 1985, was one tune is a necessary condition for the Industry Setting: Consumer products
of the emerging star players in optical unified value chain to exist. Gross Revenues: $4 billion revenues
disk production equipment. Known for its Subjects: Customer relations; Marketing Subjects: NO
high-quality products, the company had management; Marketing strategy SUBJECTS(KEYWORDS)
a solid presence in all key Asian Length: 6p Length: 19p
markets. So far, Pramtex had stayed Supplementary Materials: Teaching
ahead of its competitors by 592048 Note, (507013), 12p, by Das
concentrating on production line Title: King Island Dairies, Pty. Ltd. Narayandas
technology for emerging disk formats. Author(s): Goldberg, Ray A.; Jones DF Year New: 2005
However, the company was becoming Publication Date: 11/05/1991
increasingly vulnerable to competition as Product Type: Case (Field) 506024
the industry matured. John Reef, product Abstract: King Island Dairy developed Title: Kinko's
manager at Pramtex, had reason for specialty cheese products. Case Author(s): McGovern, Gail; Schulman,
concern when he learned that one of discusses how to position this company Seth
their major Japanese customers, Kimura in Australia given import and domestic Publication Date: 10/05/2005
K.K., had decided against purchasing market changes. Product Type: Color Case
three machines from Pramtex for a new Geographic Setting: Australia Abstract: Over the decades, Kinko's
factory in Taiwan. This was the second Industry Setting: Dairy industry had forged a deep emotional bond with
Japanese customer Pramtex had lost in Company Size: small consumers by easing their anxiety and
a single week. Number of Employees: 150 helping them solve pressing document
Geographic Setting: Japan; Australia Subjects: Agribusiness; Australia; processing problems. By 2003, however,
Industry Setting: Computer storage Exports; Food; Marketing strategy consumer research revealed that a
device; High technology Length: 25p confusing retail experience had eroded
Subjects: Asia; Australia; Customer some of this good will. Challenged to
relations; Customer retention; increase revenues for this segment and
595013
Electronics; High technology; High the company as a whole, Kinko's CEO
Title: The King-Size Co.
technology products; International and president faced a momentous
Author(s): Bell, David E.; Starr Gordon,
business; Japan; Marketing strategy; decision: Should he radically overhaul
Dinny
Sales management; Technology the retail business, or should he shift
Length: 14p resources to Kinko's healthier
Supplementary Materials: Teaching commercial business, "harvesting" the
Note, (IMD156), 9p, by Dominique retail business for short-term profit?
Abstract: King-Size is a mail-order
Turpin Geographic Setting: United States
company specializing in apparel for big
NEW Industry Setting: Printing industry
and tall men. The case describes their
operations in some detail. Issues include Number of Employees: 21,000
BH006 appropriate marketing decisions and Gross Revenues: $2 billion revenues
Title: The King Is Dead expansion strategy. Event Year Start: 2003
Author(s): Muskin, Jerold B. Industry Setting: Apparel industry; Event Year End: 2003
Publication Date: 09/15/1998 Retail industry Subjects: NO
Product Type: Business Horizons Subjects: Clothing; Direct marketing; SUBJECTS(KEYWORDS)
Article Retailing Length: 23p
Publisher: Business Horizons/Indiana Length: 23p Supplementary Materials: Teaching
University Supplementary Materials: Teaching Note, (507011), 15p, by Gail McGovern
Abstract: Consumers rule with divine Note, (595053), 7p, by David E. Bell Year New: 2005
right in the marketplace. However, the
"customer" in business-to-business IMD075
506020
relationships has no such right. Title: Kirin Brewery Co. Ltd. (A)
Title: Kingsford Charcoal
Asserting and enforcing such a right Author(s): Turpin, Dominique; Miller,
Author(s): Narayandas, Das;
makes the customer-king a villain, Joyce
Wagonfeld, Alison Berkley
because it yields inferior performance of Publication Date: 01/01/1990
the value chain of which the "customer" Revision Date: 05/03/2004
is incidentally one part. The performance Product Type: Case (Field)
of a value chain depends on how Publisher: IMD - International Institute
Abstract: Since the 1980s, Kingsford
activities are allocated among its for Management Development
had continued to enjoy steady, moderate
members; the efficiency, creativity, and Abstract: With more than 60% of the
growth of 1% to 3% in revenues each
market responsiveness with which those beer market in Japan, Kirin Brewery was
year. During most of this time, the
activities are accomplished; and, most recently challenged by the No. 3 player,
charcoal category as a whole grew as
important, the extent to which the Asahi Brewery, with a new beer--Super
well. However, the summer of 2000
activities are integrated. Performance Dry. The management has reviewed the
represented the first softening in the
must be analyzed in terms of the beer market in 1987 and must decide
category in several years. Forces
profitability effects on the total chain. what actions to take, if any.
students to step into the brand
With unification, reorganizing and Geographic Setting: Japan
manager's shoes, analyze the reasons
coordinating business functions in the Industry Setting: Beer
for the current situation, and come up
chain can be expected to reduce costs, Gross Revenues: $31 billion Japanese
with recommendations related to pricing,
lower asset investments, and improve yen revenues
branding and advertising, and
sales volume and revenues. But Subjects: Beverages; Competition;
merchandising and promotion of the
rejecting the idea that the members of Industry analysis; Japan; Marketing
Kingsford brand.
strategy strategy that should be taken in an industry that

Length: 25p Length: 2p has five large producers and significant
Supplementary Materials: Teaching Supplementary Materials: Teaching excess capacity. The product is
Note, (IMD078), 14p, by Dominique Note, (IMD078), 14p, by Dominique isopropenol, a chemical used to make a
Turpin; Supplement (Field), (IMD076), Turpin wide range of other products--plastics,
12p, by Dominique Turpin, Joyce Miller; Year New: 2005 synthetic fibers, pharmaceuticals,
Supplement (Pub Mat), (IMD077), 2p, by agricultural chemicals, and coatings.
Dominique Turpin, Rebecca Chung; R0603J Geographic Setting: United States
Supplement (Field), (IMD226), 2p, by Title: Knowing What to Sell, When, and Industry Setting: Chemical industry
Dominique Turpin, Rebecca Chung to Whom Company Size: large
Year New: 2005 Author(s): Kumar, V; Venkatesan, Subjects: Chemicals; Industrial markets;
Rajkumar; Reinartz, Werner Pricing; Production capacity
IMD076 Publication Date: 03/01/2006 Length: 19p
Title: Kirin Brewery Co. Ltd. (B) Product Type: Harvard Business Supplementary Materials: Teaching
Author(s): Turpin, Dominique; Miller, Review Article Note, (583105), 7p, by E. Raymond
Joyce Abstract: Despite an abundance of Corey
Publication Date: 01/01/1998 data, most companies do a poor job of
Revision Date: 05/03/2004 predicting the behavior of their 507S11
Product Type: Supplement (Field) customers. In fact, the authors' research Title: Koc Holding: Arcelik White
Publisher: IMD - International Institute suggests that even companies that take Goods, Spanish Version
for Management Development the greatest trouble over their Author(s): Quelch, John A.; Root, Robin
Abstract: An abstract is not available for predictions about whether a particular Publication Date: 09/03/1997
this product. Must be used with: customer will buy a particular product Product Type: LACC Case
(IMD075) Kirin Brewery Co. Ltd. (A). are correct only around 55% of the Abstract: Management is considering its
Subjects: Beverages; Competition; time--a result that hardly justifies the options for future international
Industry analysis; Japan; Marketing costs of having a customer relationship expansion. Koc is the dominant supplier
strategy management (CRM) system in the first of white goods (kitchen appliances) in
Length: 12p place. Businesses usually conclude from Turkey and has been increasing its
Supplementary Materials: Teaching studies like this that it's impossible to export efforts. As lower import tariffs
Note, (IMD078), 14p, by Dominique use the past to predict the future, so they invite foreign competitors to enter
Turpin revert to the timeworn marketing practice Turkey, Koc must decide how to balance
Year New: 2005 of inundating their customers with offers. defense of its domestic market share
But as the authors explain, the reason against further foreign expansion.
IMD077 for the poor predictions is not any basic Geographic Setting: Turkey
Title: Kirin Brewery Co. Ltd. (C) limitation of CRM systems or the Industry Setting: Appliance industry
Author(s): Turpin, Dominique; Chung, predictive power of past behavior, but Number of Employees: 36,000
Rebecca rather of the mathematical methods that Gross Revenues: $15 billion revenues
Publication Date: 01/01/1990 companies use to interpret the data. The Subjects: NO
Revision Date: 05/03/2004 authors have developed a new way of SUBJECTS(KEYWORDS)
Product Type: Supplement (Pub Mat) predicting customer behavior, based on Length: 22p
Publisher: IMD - International Institute the work of the Nobel Prize-winning
for Management Development economist Daniel McFadden, that 598033
Abstract: An abstract is not available for delivers vastly improved results. Indeed, Title: Koc Holding: Arcelik White
this product. Must be used with: the methodology increases the odds of Goods
(IMD075) Kirin Brewery Co. Ltd. (A). successfully predicting a specific Author(s): Quelch, John A.; Root, Robin
Subjects: Beverages; Competition; purchase by a specific customer at a Publication Date: 09/03/1997
Industry analysis; Japan; Marketing specific time to about 85%, a number Revision Date: 09/29/1997
strategy that will have a major impact on any Product Type: Case (Field)
Length: 2p company's marketing ROI. What's more, Abstract: Management is considering its
Supplementary Materials: Teaching using this methodology, companies can options for future international
Note, (IMD078), 14p, by Dominique increase revenues while reducing their expansion. Koc is the dominant supplier
Turpin frequency of customer contact--evidence of white goods (kitchen appliances) in
Year New: 2005 that overcommunication with customers Turkey and has been increasing its
may actually damage a company's export efforts. As lower import tariffs
sales. invite foreign competitors to enter
IMD226
Subjects: NO Turkey, Koc must decide how to balance
Title: Kirin Brewery Co. Ltd. (D)
SUBJECTS(KEYWORDS) defense of its domestic market share
Author(s): Turpin, Dominique; Chung,
Length: 10p against further foreign expansion.
Rebecca
Year New: 2006 Geographic Setting: Turkey
Product Type: Supplement (Field) Industry Setting: Appliance industry
Publisher: IMD - International Institute 574046 Company Size: large
for Management Development Title: Knox Chemical Corp. Number of Employees: 36,000
Abstract: Supplements the (A) case. Author(s): Corey, E. Raymond; Winslow Gross Revenues: $15 billion revenues
Must be used with: (IMD075) Kirin D; Subjects: Appliances; Corporate
Brewery Co. Ltd. (A). Publication Date: 01/01/1974 strategy; Expansion; International
Geographic Setting: Japan Revision Date: 01/01/1977 banking; Marketing management; Middle
Subjects: Beverages; Competition; Product Type: Case (Field) East
Industry analysis; Japan; Marketing Abstract: Concerns the pricing decision Length: 19p
Supplementary Materials: Teaching Business/UWO 502S05

Note, (598079), 11p, by John A. Quelch Abstract: An abstract is not available for Title: L'Oreal of Paris: Bringing "Class
this product. to Mass" with Plenitude, Spanish
591015 Subjects: NO Version
Title: Kodak and Polaroid: Consumer SUBJECTS(KEYWORDS) Author(s): Dolan, Robert J.
Compensation Length: 2p Publication Date: 08/08/2002
Author(s): Quelch, John A.; Smith, N. Supplementary Materials: Case (Field), Product Type: LACC Case
Craig (906A19), 22p, by Robin Ritchie, Aleem Abstract: L'Oreal's strategy is to "trickle
Publication Date: 03/22/1991 Visram down" technology over time from high-
Product Type: Case (Library) Year New: 2007 end outlets like department stores to
Abstract: Ethical situation in which mass markets, such as drugstores. The
losing party to patent infringement 589041 mass market brand Plenitude has
lawsuit must determine fair Title: Kraft Foodservice become the market leader in France, but
compensation to customers who Author(s): Quelch, John A.; Shelman, sales in the United States have been
purchased the now obsolete equipment. Mary L. such that even eight years after
Geographic Setting: United States Publication Date: 01/09/1989 introduction the product continues to
Industry Setting: Photographic Revision Date: 02/02/1989 lose money. The case presents
equipment & supplies Product Type: Case (Field) qualitative market research data to
Company Size: Fortune 500 Abstract: Managers of Kraft's enable students to diagnose the problem
Subjects: Consumer marketing; Ethics; foodservice operation in Australia are and develop an action plan.
Legal aspects of business; Patents; meeting in 1985 to decide on the Geographic Setting: France; United
Sales promotions marketing strategy of the unit. States
Length: 5p Specifically, they must determine Industry Setting: Cosmetic
Supplementary Materials: Teaching whether Kraft should remain as a Gross Revenues: $1 billion revenues
Note, (591118), 6p, by John A. Quelch, manufacturer of foodservice products Subjects: Consumer behavior;
Elisa M. Palter selling through independent distributors Cosmetics; Distribution channels;
or become a superdistributor as Kraft France; International business; Market
has become in the U.S. research; Pricing; Product positioning
906A19
Geographic Setting: United States; Length: 38p
Title: Kraft Foods: The Coffee Pod
Launch (A) Australia
Author(s): Ritchie, Robin; Visram, Industry Setting: Food industry 598056
Aleem Company Size: large Title: L'Oreal of Paris: Bringing "Class
Publication Date: 11/03/2006 Gross Revenues: $770 million to Mass" with Plenitude
Product Type: Case (Field) revenues Author(s): Dolan, Robert J.
Publisher: Richard Ivey School of Subjects: Australia; Distribution; Food; Publication Date: 10/23/1997
Business/UWO Logistics; Marketing strategy; Services Product Type: Color Case
Abstract: The product manager for Length: 20p Abstract: L'Oreal's strategy is to "trickle
coffee development at Kraft Canada Supplementary Materials: Teaching down" technology over time from high-
must decide whether to introduce the Note, (593025), 13p, by John A. Quelch, end outlets like department stores to
company's new line of single-serve Elisa M. Palter mass-markets, such as drugstores. The
coffee pods or await results from the mass market brand Plenitude has
United States. Key strategic decisions 580125 become the market leader in France, but
include which target market to focus on Title: Kramer Pharmaceuticals, Inc. even eight years after introduction in the
and what value proposition to signal. Author(s): Newton, Derek A. United States, the product continues to
Important questions are also raised as to Publication Date: 03/01/1980 lose money. The case presents
how the new product should be branded, Revision Date: 02/01/1984 qualitative market research data to
which flavors to offer, whether Kraft Product Type: Case (Field) enable students to diagnose the problem
should use traditional distribution Abstract: The 12-year career of Mr. Bob and develop an action plan. Includes
channels or direct-to-store delivery, and Marsh is traced, from recruitment to color exhibits.
what forms of advertising and promotion termination. Data on Kramer's sales Geographic Setting: France; United
to use. Must be used with: (906A26) management, performance evaluation, States
Kraft Foods: The Coffee Pod Launch compensation, and sales training Industry Setting: Cosmetic
(B). systems are given. Gross Revenues: $1 billion revenues
Geographic Setting: Canada Geographic Setting: United States Subjects: Consumer behavior;
Industry Setting: Food industry Industry Setting: Pharmaceutical Cosmetics; Distribution channels;
Subjects: NO industry France; International business; Market
SUBJECTS(KEYWORDS) Company Size: mid-size research; Pricing; Product positioning
Length: 22p Gross Revenues: $400 million annual Length: 37p
Year New: 2006 sales Supplementary Materials: Teaching
Subjects: Performance appraisal; Note, (599017), 15p, by Robert J. Dolan
Pharmaceuticals; Sales compensation; BESTSELLER
906A26
Title: Kraft Foods: The Coffee Pod Sales management; Terminations
Launch (B) Length: 8p 575065
Author(s): Ritchie, Robin; Visram, Supplementary Materials: Teaching Title: L'eggs Products, Inc. (A)
Aleem Note, (583130), 10p, by Thomas V. Author(s): DeBruicker, F. Stewart;
Publication Date: 09/22/2006 Bonoma Singer, Harvey N.
Product Type: Supplement (Field) Publication Date: 12/01/1974
Publisher: Richard Ivey School of Product Type: Case (Field)
Abstract: Having nearly achieved 575090 Current projections predict an annual

national distribution of L'eggs products Title: L'eggs Products, Inc. (Condensed) compounded growth of 25% through
branded hosiery products, the Author(s): Star, Stephen H. 1985. Management must decide how to
management group is evaluating Publication Date: 03/03/1975 achieve this growth: through mail order,
alternative programs for their first Revision Date: 04/29/1985 by opening more retail stores, by
national promotion. The brand is facing Product Type: Case (Field) increasing manufacturing operations, or
strong competition in its retail outlets for Abstract: Describes designing an by going international. In managing
the first time, and there is wide variation advertising or promotion program to growth, the company president is
in local competitive situations. Can a sustain the momentum on L'eggs determined to maintain the highly
single national promotion be justified in successful market entry. personal service, excellent product
view of the prevailing local situations? Geographic Setting: United States quality, and friendly, informal working
Can the alternatives be implemented? Industry Setting: Hosiery environment which he considers key to
Students must evaluate four possible Company Size: mid-size the company's popularity with customers
promotions and recommend suitable Subjects: Advertising strategy; Clothing; and employees.
action for the management group to Market research; Sales promotions; Test Geographic Setting: United States
take. markets Industry Setting: Mail order; Sporting
Geographic Setting: Winston-Salem, Length: 19p goods & equipment industry; Retail
NC industry
Industry Setting: Hosiery 805084 Gross Revenues: $120 million sales
Company Size: mid-size Title: L. Londell McMillan (A) Subjects: Direct marketing; Distribution
Gross Revenues: $100 million sales Author(s): Bagley, Constance E.; planning; Growth strategy; Recreational
Subjects: Clothing; Marketing Williams, DD equipment; Retailing; Strategic planning
management; Planning; Product lines; Publication Date: 02/22/2005 Length: 26p
Sales management; Sales promotions Product Type: Case (Field) Supplementary Materials: Teaching
Length: 24p Abstract: On the plane back to New Note, (591086), 10p, by Walter J.
York City, L. Londell McMillan focused Salmon, David Wylie
575066 on the music on his headphones, the
Title: L'eggs Products, Inc. (B) latest offering from his friend and long- 598054
Author(s): DeBruicker, F. Stewart; time client, Prince Rogers Nelson--the Title: LSG/Sky Chefs and Meal
Singer, Harvey N. artist known as "Prince." McMillan and Solutions
Publication Date: 12/01/1974 Prince had spent several days Author(s): Goldberg, Ray A.; Clay, Tom
Product Type: Case (Field) contemplating a strategy for the release Publication Date: 12/01/1997
Abstract: In considering its first national of Musicology, Prince's newest album- Product Type: Case (Field)
promotion for its line of L'eggs branded length recording. As McMillan reflected Abstract: The food industry is moving to
hosiery products, management on their discussions, the infectious music become more consumer oriented and to
conducted a series of tests involving four on his headphones underscored the provide "meal solutions" to busy
alternative programs. The student must enormous commercial potential of this customers on the run. Can an airplane
evaluate the tests and make a project. To realize the full value of that catering service convert or partner to
recommendation as to which program potential, however, McMillan would have participate in this broader industry? If so,
best accomplishes the objectives of the to work with Prince to craft and execute how? Teaching Purpose: To understand
promotional strategy. a carefully developed plan to market and the home meal replacement market and
Geographic Setting: Winston-Salem, distribute the album. Sky Chef's potential position in it.
NC Geographic Setting: New York, NY Geographic Setting: United States
Industry Setting: Hosiery Industry Setting: Entertainment Industry Setting: Food processing
Company Size: mid-size industry industry
Gross Revenues: $100 million sales Number of Employees: 20 Gross Revenues: $775 million
Subjects: Clothing; Market research; Subjects: Contracts; Distribution revenues
Planning; Sales promotions; Test planning; Entertainment industry; Legal Subjects: Food; Market entry; Marketing
markets aspects of business; Marketing planning strategy
Length: 24p Length: 11p Length: 25p
506S03 Note, (806144), 6p, by Constance E. 504S08
Title: L'eggs Products, Inc. Bagley Title: Land Rover North America, Inc.,
(Condensed), Spanish Version Year New: 2006 Spanish Version
Author(s): Star, Stephen H. Author(s): Fournier, Susan
Publication Date: 03/01/2075 581159 Publication Date: 09/01/1995
Revision Date: 04/29/1985 Title: L.L. Bean, Inc.: Corporate Revision Date: 08/30/1996
Product Type: LACC Case Strategy Product Type: LACC Case
Abstract: Describes designing an Author(s): Takeuchi, Hirotaka; Merliss, Abstract: Charles Hughes, President
advertising or promotion program to Penny Pittman and CEO of Land Rover North America,
sustain the momentum on L'eggs Publication Date: 06/01/1981 Inc., is debating product positioning
successful market entry. Revision Date: 05/18/1988 options for the new Land Rover
Geographic Setting: United States Product Type: Case (Field) Discovery. The positioning decision must
Industry Setting: Hosiery Abstract: L.L. Bean, Inc., a Maine- consider the role of the Discovery vis-a-
Subjects: NO based manufacturer and mail-order vis other vehicles in the LRNA line, the
SUBJECTS(KEYWORDS) retailer of sporting goods and apparel, brand's strengths and weaknesses
Length: 19p has grown from $3 million in sales versus competition, and the positioning
(1967) to over $120 million (1980). of the Land Rover umbrella brand in the
U.K. An allocation of marketing funds Author(s): Land Rover North America line, pricing, communications,
across brands and mix elements must Publication Date: 11/04/1997 salesforce, and so on must still be made.
also be determined and decisions on the Product Type: Case Video, DVD To date, this case has been successfully
company's innovative retailing strategy Abstract: Contains the following TV used to set the stage for marketing
and experience marketing initiatives advertising: 1) introductory spots Range management courses and to kick off
made. The case contains rich consumer Rover, 2) introductory spots Defender, 3) marketing management modules in
behavior data. Teaching Purpose: 1) round one introductory spots Discovery, executive development programs.
Demonstrates the process of turning 4) round two Discovery spots, and 5) Geographic Setting: Canada
consumer research data into sound LRNA master brand advertising. To be Industry Setting: Banking industry
brand and line positioning used as illustration of past advertising, Company Size: large
recommendations; 2) Exposes students and to reveal advertising produced after Subjects: Banking; Canada; Consumer
to concepts of brand personality and decisions presented in the case. Must be marketing; Electronic commerce; Market
brand equity and shows how these used with: (596036) Land Rover North entry; Marketing strategy; New product
shape and contain management America, Inc. marketing
decisions; 3) Explores difficulties of Industry Setting: Advertising industry; Length: 22p
managing brand equity on global basis. Automotive industry Supplementary Materials: Teaching
Geographic Setting: United States Subjects: NO Note, (898A25), 11p, by Donald Barclay
Industry Setting: Automotive industry SUBJECTS(KEYWORDS)
Number of Employees: 80 Length: 7 min 502S27
Subjects: Advertising; Automobiles; Year New: 2005 Title: Launching the BMW Z3 Roadster,
Brands; Market research; Marketing Spanish Version
mixes; Product management; Product 598501 Author(s): Fournier, Susan; Dolan,
positioning Title: Land Rover North America, Inc., Robert J.
Length: 34p Video Publication Date: 08/09/2002
Year New: 2007 Author(s): Land Rover North America Product Type: LACC Case
Publication Date: 11/04/1997 Abstract: James McDowell, vice
596036 Product Type: Case Video president of marketing at BMW North
Title: Land Rover North America, Inc. Abstract: Contains the following TV America, must design Phase II
Author(s): Fournier, Susan advertising: 1) introductory spots Range communication strategies for the launch
Publication Date: 09/01/1995 Rover, 2) introductory spots Defender, 3) of the new BMW Z3 Roadster. The
Revision Date: 08/30/1996 round one introductory spots Discovery, program follows an "out-of-the-box" pre-
Product Type: Color Case 4) round two Discovery spots, and 5) launch campaign centered on the
Abstract: Charles Hughes, president LRNA master brand advertising. To be placement of the product in the
and CEO of Land Rover North America, used as illustration of past advertising, November 1996 James Bond hit movie,
Inc., is debating product positioning and to reveal advertising produced after GoldenEye, and including other "non-
options for the new Land Rover decisions presented in the case. Must be traditional" elements such as a product
Discovery. The positioning decision must used with: (596036) Land Rover North appearance on Jay Leno's Tonight
consider the role of the Discovery vis-`a- America, Inc. Show, an offering of a Bond Edition
vis other vehicles in the LRNA line, the Industry Setting: Advertising industry; Roadster in the Neiman Marcus
brand's strengths and weaknesses Automotive industry Christmas Catalog, and large-scale
versus competition, and the positioning Subjects: Advertising; Automobiles; public relations activities. McDowell must
of the Land Rover umbrella brand in the Brands; Market research; Marketing assess the effectiveness of the pre-
U.K. An allocation of marketing funds mixes; Product management; Product launch activities and design marketing
across brands and mix elements must positioning tactics that can sustain product
also be determined and decisions on the Length: 7 min excitement until product availability in
company's innovative retailing strategy List Price: $150.00 March.
and experience marketing initiatives Industry Setting: Automotive industry
made. The case contains rich consumer 98A025 Subjects: Automobiles; Brands;
behavior data. Includes color exhibits. Title: The Launch of MBANX Communication strategy; New product
Geographic Setting: United States Author(s): Barclay, Donald marketing; Product positioning; Public
Industry Setting: Automotive industry Publication Date: 09/02/1998 relations
Number of Employees: 80 Product Type: Case (Field) Length: 25p
Subjects: Advertising; Automobiles; Publisher: Richard Ivey School of
Brands; Market research; Marketing Business/UWO 597002
mixes; Product management; Product Abstract: From a strategic perspective, Title: Launching the BMW Z3 Roadster
positioning the Bank of Montreal, a major Canadian Author(s): Fournier, Susan; Dolan,
Length: 32p bank, has committed to entering the Robert J.
Supplementary Materials: Case Video, "virtual banking" marketplace in Canada. Publication Date: 02/14/1997
(598501), 7 min, by Land Rover North There is also the potential to launch later Revision Date: 01/08/2002
America; Teaching Note, (597043), 20p, in the United States and Mexico. They Product Type: Color Case
by Susan Fournier; Case Video, DVD, plan to do this in a preemptive fashion to Abstract: James McDowell, vice
(598500), 7 min, by Land Rover North gain first mover advantage. This means president of marketing at BMW North
America no extensive pilots and a short time to America, Inc., must design Phase II
BESTSELLER launch. The decision makers are communication strategies for the launch
charged with developing a complete of the new BMW Z3 Roadster. The
598500 launch strategy. They have two years of program follows an "out-of-the-box"
Title: Land Rover North America, Inc., tentative ideas to work with, but a prelaunch campaign centered on the
Video (DVD) number of major decisions on product placement of the product in the
November 1996 James Bond hit movie, Industry Setting: Automotive industry Abstract: Prices for distribution
"GoldenEye", and including other Subjects: Automobiles; Brands; transformers are unsettled and low.
"nontraditional" elements such as a Communication strategy; New product Lawford faces a soft market, plus
product appearance on Jay Leno's marketing; Product positioning; Public changes in the ways utilities evaluate
Tonight Show, an offering of a Bond relations prices. Any pricing actions must also
Edition Roadster in the Neiman Marcus Length: 32 min make sense in light of the electrical
Christmas Catalog, and large-scale List Price: $150.00 equipment industry's history of price
public relations activities. McDowell must fixing violations. A Brief Note on Pricing
assess the effectiveness of the 505020 in the Electrical Equipment Industry
prelaunch activities and design Title: Launching the New MINI provides material that may be used with
marketing tactics that can sustain Author(s): Holt, Douglas B.; Quelch, this case.
product excitement until product John A. Geographic Setting: United States
availability in March. Includes color Publication Date: 11/01/2004 Industry Setting: Electronic instruments
exhibits. Revision Date: 02/09/2005 & controls
Industry Setting: Automotive industry Product Type: Multimedia Case Subjects: Antitrust laws; Electric
Subjects: Automobiles; Brands; Medium: Videotape industries; Industrial markets; Machinery;
Communication strategy; New product Abstract: Focuses on how strategy is Pricing
marketing; Product positioning; Public transformed into creative branding Length: 13p
relations materials. Reports on the development
Length: 25p of a wide variety of brand 9-509-050
Supplementary Materials: Teaching communication materials produced to Title: LeBron James
Note, (500025), 32p, by Susan Fournier, support the MINI launch in the United Author(s): Elberse, Anita; McCall, Jeff
Andrea Wojnicki; Case Video, (500502), States. MINI USA executives worked Publication Date: 01/31/2009
32 min, by Susan Fournier, Robert J. with their ad agency Crispin Porter & Product Type: Case (Field)
Dolan; Case Video, DVD, (500501), 32 Bogusky to develop these materials to Abstract: In 2005, to the astonishment
min, by Susan Fournier, Robert J. Dolan; address a variety of challenging strategic of many sports industry insiders,
Case Video, Streaming, (1-179-4), 32 issues. Asks students to reverse- superstar basketball player LeBron
min, by Susan Fournier, Robert J. Dolan engineer the brand strategy from these James fired his agent and established
BESTSELLER documents. his own firm, LRMR, to handle all
Geographic Setting: New Jersey; aspects of his business ventures and
500501 United States marketing activities and named his
Title: Launching the BMW Z3 Roadster, Industry Setting: Automotive industry childhood friend Maverick Carter as the
Video (DVD) Number of Employees: 65 CEO. LRMR is tasked with turning
Author(s): Fournier, Susan; Dolan, Gross Revenues: $400 million James into a global icon as well as help
Robert J. revenues him reach his personal goal of becoming
Publication Date: 05/01/2000 Event Year Start: 2003 basketball's first billionaire. In late 2008,
Product Type: Case Video, DVD Event Year End: 2003 James has entered various lucrative
Abstract: Contains two BMW Z3 Subjects: Automobiles; Brands; endorsement deals, and is considering
television commercials used at launch, a Creativity; Marketing strategy; New three exclusive videogame endorsement
Jay Leno Tonight Show segment, a product marketing; Product development opportunities from Electronic Arts, 2K
Bryant Gumbel Today Show segment, Supplementary Materials: Teaching Games, and Xbox Live to add to his
Central Park PR event coverage, and Note, (505040), 7p, by Douglas B. Holt, portfolio. Allows for a rich discussion
Go: An American Road Story John A. Quelch about how superstar athletes and other
(promotional video from BMW). Must be Year New: 2005 celebrities can create and capture value
used with: (597002) Launching the from their brands as well as what role
BMW Z3 Roadster. 580124 talent agencies and other intermediaries
Industry Setting: Automotive industry Title: Lawford Electric Co. play in that process. Provides in-depth
Subjects: NO Author(s): Newton, Derek A. information on three endorsement
SUBJECTS(KEYWORDS) Publication Date: 03/01/1980 opportunities that each represent a
Length: 32 min Product Type: Case (Field) common way in which talent can
Year New: 2005 Abstract: Observes a salesman in a (choose to) get compensated: through a
complex selling situation. fixed-fee payment, a bonus payment
500502 Geographic Setting: New York, NY structure, or a revenue-sharing
Title: Launching the BMW Z3 Roadster, Industry Setting: Electronic instruments agreement.
Video & controls Industry Setting: Arts, entertainment &
Author(s): Fournier, Susan; Dolan, Company Size: mid-size sports; Basketball; Home entertainment
Robert J. Gross Revenues: $200 million annual equipment; Professional sports teams &
Publication Date: 05/01/2000 sales organizations
Product Type: Case Video Subjects: Competition; Electric Subjects: NO
Abstract: Contains two BMW Z3 industries; Sales management SUBJECTS(KEYWORDS)
television commercials used at launch, a Length: 9p Length: 4p
Jay Leno Tonight Show segment, a
Bryant Gumbel Today Show segment, 583082 1075
Central Park PR event coverage, and Title: Lawford Electric Co.: Distribution Title: Open Enterprise
Go: An American Road Story Transformer Pricing Publication Date: 02/10/2011
(promotional video from BMW). Must be Author(s): Jackson, Barbara B. Product Type: Other
used with: (597002) Launching the Publication Date: 11/29/1982 Abstract: An abstract is not available for
BMW Z3 Roadster. Product Type: Case (Field) this product.
Subjects: NO Loyalty Programs Product Type: Note

SUBJECTS(KEYWORDS) Author(s): Bell, David E.; Lal, Rajiv; Abstract: Reviews several key areas in
Length: 256p Leamon, Ann the marketing manager's legal
List Price: 0 Publication Date: 11/15/1999 environment and is organized around the
Year New: 2008 Product Type: Case (Field) marketing mix variables. In the pricing
Abstract: Albert Lees is trying to section it covers price fixing, resale price
96210 redesign his grocery store's loyalty maintenance, discriminatory pricing, and
Title: Learning from Customer program. In reviewing his data, he predatory pricing. In the distribution
Defections wonders if he should continue to charge section it covers tying; exclusive
Author(s): Reichheld, Frederick F. lower prices to his most profitable dealing; and territory, location, and
Publication Date: 03/01/1996 customers, as conventional wisdon customer restrictions. In the promotion
Product Type: Harvard Business would have it, or reward them in other section it covers unfair acts and
Review Article ways. If so, what could work? And what practices and deceptive acts and
Abstract: U.S. corporations lose half should he do about the less-profitable practices. In the product section it covers
their customers every five years. But customers who still are loyal buyers? patents, trademarks, copyrights,
most managers fail to address that fact Teaching Purpose: To introduce warranties, product liability, and product
head-on by striving to learn why those students to loyalty marketing and to safety regulation. This note is not a
defectors left. They are making a decile analysis. complete survey of the law on the
mistake, because a climbing defection Geographic Setting: Massachusetts subjects covered, but is rather an
rate is a sign that a business is in Industry Setting: Food industry; Retail introduction to the complexities of the
trouble. By analyzing the causes of industry marketing manager's legal environment.
defection, managers can learn how to Number of Employees: 100 Subjects: Antitrust laws; Distribution
stem the decline and build a successful Gross Revenues: $15 million revenues channels; Legal aspects of business;
enterprise. The longer customers stay Subjects: Loyalty; Marketing strategy; Marketing management; Pricing; Product
with a company, the more they are Retailing; Supermarkets liability
worth. The key to customer loyalty is Length: 17p Length: 16p
value creation. The key to value creation
is organizational learning. And the key to 579008 585007
organizational learning, says the author, Title: Legal Issues in Distribution Title: Legal and Ethical Aspects of
is grasping the value of failure. Strategy (I): Vertical Restrictions on Marketing
Subjects: Customer relations; Customer Distributors Author(s): Shapiro, Benson P.
retention; Loyalty; Market research; Author(s): Cady, John F. Publication Date: 07/18/1984
Organizational learning Publication Date: 08/02/1978 Revision Date: 06/27/1985
Length: 14p Revision Date: 10/02/1978 Product Type: Note
BESTSELLER Product Type: Note Abstract: Presents a simple framework
Abstract: Describes and discusses the for understanding the legal and
89307 current legal state of manufacturer's regulatory aspects of marketing.
Title: Learning from Losing a Customer restrictions on independent distributors Reviews the legal aspects of each part
Author(s): Green, David and the implications for management. of the marketing mix. Ends with a
Publication Date: 05/01/1989 Subjects: Antitrust laws; Competition; discussion of dilemmas in ethical
Product Type: Harvard Business Distribution; Legal aspects of business; decision making and provides an ethical
Review Article Regulation charter.
Abstract: For a long time VideoStar Length: 9p Subjects: Ethics; Legal aspects of
Connections, Inc. had supplied Digital business; Marketing management;
Equipment Corp. with temporary satellite 579078 Regulation
networks for private TV programs. When Title: Legal Issues in Distribution Length: 10p
a Digital contract for a permanent TV Strategy (II): Dealings with Distributors
installation went to a new competitor, Author(s): Cady, John F. 509717
VideoStar was forced to take a fresh Publication Date: 10/16/1978 Title: Lenovo 2006-2008 Advertising
look at its business. Self-examination Revision Date: 12/01/1978 Clips, Video (DVD)
revealed the importance of the Product Type: Note Author(s): Quelch, John A.
customer's perception of the business, Abstract: Discusses the legal issues Publication Date: 08/29/2008
the product, and its own needs. which are frequently encountered by Product Type: Video
VideoStar's response was to determine manufacturers in their dealings with Abstract: A series of eight ad clips
what business to aim for, to summon independent distributors. Exclusive reinforcing brand recognition from the
help from customers and suppliers, and dealing, tying arrangements, refusing to period 2006-2008 of Lenovo Computers
to build long-term relationships through deal, and distributor termination are leading up to the 2008 Beijing Olympics.
its sales force to garner operational examined. Geographic Setting: China
support and maintenance contracts. Subjects: Antitrust laws; Distribution Event Year Start: 2006
Industry Setting: Communications planning; Legal aspects of business Event Year End: 2008
industry Length: 11p Subjects: NO
Subjects: Communications industry; SUBJECTS(KEYWORDS)
Competition; Corporate strategy; 588009 Length: 5 min
Customer relations; Sales management Title: Legal Restrictions on Marketing List Price: $150.00
Length: 4p Management, Introduction
Author(s): Kaufmann, Patrick J. 9-509-718
500038 Publication Date: 07/29/1987 Title: Lenovo 2006-2008 Advertising
Title: Lees Supermarkets: Customer Revision Date: 01/29/1993 Clips, Video (VHS)
Author(s): Quelch, John A. Carin-Isabel; Habeeb, David with 20,000 employees operating in 138
Publication Date: 08/29/2008 Publication Date: 02/11/2008 countries, Lenovo needed a global
Product Type: Video Product Type: Multimedia Case marketing and branding strategy to
Abstract: A series of eight ad clips Abstract: Announced in December extend its global reach. This meant
reinforcing brand recognition from the 2004, the $1.75 billion acquisition of determining what Lenovo stood for and
period 2006-2008 of Lenovo Computers IBM's PC division by Lenovo, China's designing products that supported that
leading up to the 2008 Beijing Olympics. largest PC maker, made headlines claim. In January 2006, 13 months after
Geographic Setting: China around the world. A relative upstart in the deal was announced and eight
Event Year Start: 2006 the business, Lenovo acquired the months after it closed, Lenovo is
Event Year End: 2008 division of IBM that invented the PC in preparing for the intense limelight that
Subjects: NO 1981. While Lenovo was arguably the would come with its sponsorship of the
SUBJECTS(KEYWORDS) best-known brand in China, it was February 2006 Turin Winter Olympics.
Length: 5 min virtually unknown in the rest of the world. There, it plans to introduce a Lenovo-
List Price: $150.00 In 2004, over 90% of Lenovo's revenues branded product line designed from the
came from China, but with this major bottom up for the small to medium
9-509-711 deal, Lenovo aimed to become a global enterprise space--a move considered
Title: Lenovo Chief Marketing Officer technology giant. As a new multinational very bold and risky by many observers.
and Senior VP E-Commerce, Deepak with 20,000 employees operating in 138 Geographic Setting: China; Global
Advani, Interviewed by John Quelch, countries, Lenovo needed a global Industry Setting: IT industry
Video Supplement (DVD) marketing and branding strategy to Number of Employees: 20,000
Author(s): Quelch, John A. extent its global reach. This meant Gross Revenues: $12 billion revenues
Publication Date: 08/29/2008 determining what Lenovo stood for and Subjects: NO
Product Type: Video designing products that supported that SUBJECTS(KEYWORDS)
Abstract: Professor John Quelch claim. In January 2006, 13 months after Length: 28p
interviewed Lenovo CMO, Deepak the deal was announced and eight Supplementary Materials: Teaching
Advani, regarding Lenovo's buy-out of months after it closed, Lenovo is Note, (507053), 12p, by John A. Quelch;
IBM's personal computer business, and preparing for the intense limelight that Teaching Note, (508059), 13p, by John
Lenovo's marketing strategy leading up would come with its sponsorship of the A. Quelch, Carin-Isabel Knoop; Video,
to the 2008 Summer Olympics in Beijing, February 2006 Turin Winter Olympics. (9-509-711), 9 min, by John A. Quelch;
China. There, it plans to introduce a Lenovo- Video, (9-509-712), 9 min, by John A.
Geographic Setting: China branded product line designed from the Quelch
Industry Setting: Personal computer bottom up for the small to medium Year New: 2006
industry enterprise space--a move considered
Event Year Start: 2006 very bold and risky by many observers. 9-507-S20
Event Year End: 2006 Geographic Setting: China; Global Title: Lenovo: Building a Global Brand,
Subjects: NO Number of Employees: 20,000 Spanish Version
SUBJECTS(KEYWORDS) Gross Revenues: $3.2 billion revenues Author(s): Quelch, John A.; Knoop,
Length: 9 min Event Year Start: 2004 Carin-Isabel
List Price: $150.00 Event Year End: 2004 Publication Date: 07/19/2006
Subjects: NO Revision Date: 10/19/2006
SUBJECTS(KEYWORDS) Product Type: LACC Case
9-509-712
Length: 2 hours Abstract: Announced in December
Title: Lenovo Chief Marketing Officer
Supplementary Materials: Teaching 2004, the $1.75 billion acquisition of
and Senior VP E-Commerce, Deepak
Note, (508059), 13p, by John A. Quelch, IBM's PC division by Lenovo, China's
Advani, Interviewed by Professor John
Carin-Isabel Knoop largest PC maker, made headlines
Quelch, Video Supplement (VHS)
Year New: 2008 around the world. A relative upstart in
Publication Date: 08/29/2008 the business, Lenovo acquired the
Product Type: Video 507014 division of IBM that invented the PC in
Abstract: Professor John Quelch Title: Lenovo: Building a Global Brand 1981. While Lenovo was arguably the
interviewed Lenovo CMO, Deepak Author(s): Quelch, John A.; Knoop, best-known brand in China, it was
Advani, regarding Lenovo's buy-out of Carin-Isabel virtually unknown in the rest of the world.
IBM's personal computer business, and Publication Date: 07/19/2006 In 2004, over 90% of Lenovo's revenues
Lenovo's marketing strategy leading up Revision Date: 10/19/2006 came from China, but with this major
to the 2008 Summer Olympics in Beijing, Product Type: Color Case deal, Lenovo aimed to become a global
China. Abstract: Announced in December technology giant. As a new multinational
Geographic Setting: China 2004, the $1.75 billion acquisition of with 20,000 employees operating in 138
Industry Setting: Personal computer IBM's PC division by Lenovo, China's countries, Lenovo needed a global
industry largest PC maker, made headlines marketing and branding strategy to
Event Year Start: 2006 around the world. A relative upstart in extend its global reach. This meant
Event Year End: 2006 the business, Lenovo acquired the determining what Lenovo stood for and
Subjects: NO division of IBM that invented the PC in designing products that supported that
SUBJECTS(KEYWORDS) 1981. While Lenovo was arguably the claim. In January 2006, 13 months after
Length: 9 min best-known brand in China, it was the deal was announced and eight
List Price: $150.00 virtually unknown in the rest of the world. months after it closed, Lenovo is
In 2004, over 90% of Lenovo's revenues preparing for the intense limelight that
came from China, but with this major would come with its sponsorship of the
508703
deal, Lenovo aimed to become a global February 2006 Turin Winter Olympics.
Title: Lenovo: Building a Global Brand
technology giant. As a new multinational There, it plans to introduce a Lenovo-
Author(s): Quelch, John A.; Knoop,
branded product line designed from the Publication Date: 03/01/2007 internal company documentation, and
bottom up for the small to medium Product Type: Case Video secondary research, findings show that
enterprise space--a move considered Abstract: An abstract is not available for effective differentiation for renewable
very bold and risky by many observers. this product. Must be used with: energy is required to increase consumer
Geographic Setting: China; Global (507014) Lenovo: Building a Global involvement levels and the likelihood of
Industry Setting: IT industry Brand. consideration. While consumers lack
Number of Employees: 20,000 Subjects: NO understanding of, and interest in,
Gross Revenues: $12 billion revenues SUBJECTS(KEYWORDS) renewable energy, the marketing
Subjects: NO Length: 4 min program relied on customers to seek
SUBJECTS(KEYWORDS) List Price: $150.00 information. It was apparent the success
Length: 30p Year New: 2007 of green marketing programs depends
Year New: 2006 on the integration of education into a
571076 carefully targeted marketing program
507713 Title: Leo's Foodland emphasizing functional and emotional
Title: Lenovo: Building a Global Brand, Author(s): Applebaum W values to differentiate renewable energy
Video (DVD) Publication Date: 04/30/1971 and simplify consumer decision-making
Author(s): Quelch, John A.; Knoop, Revision Date: 08/30/1974 processes.
Carin-Isabel Product Type: Case (Field) Subjects: NO
Publication Date: 03/01/2007 Abstract: A very successful SUBJECTS(KEYWORDS)
Product Type: Case Video, DVD supermarket chain with a high quality Length: 10p
Abstract: An abstract is not available for and high price image--and no trading
this product. Must be used with: stamps--considers introducing discount 4853BC
(507014) Lenovo: Building a Global merchandising but is concerned whether Title: Leveraging Cultural and Political
Brand. customer credibility can be established. Authority: A Cultural Model of Brand
Subjects: NO Geographic Setting: United States Equity
SUBJECTS(KEYWORDS) Industry Setting: Food industry; Retail Author(s): Holt, Douglas B.
Length: 11 min industry Publication Date: 09/15/2004
Year New: 2007 Gross Revenues: $120 million sales Product Type: HBS Press Chapter
Event Year End: 1969 Abstract: For iconic brands, the brand is
507714 Subjects: Consumer behavior; a symbol so equity is a collective
Title: Lenovo: Building a Global Brand, Customer relations; Merchandising; phenomenon rather than a product of a
Video (VHS) Present value; Pricing; Supermarkets brand's hold on individual customers.
Author(s): Quelch, John A.; Knoop, Length: 19p The brand becomes renowned for telling
Carin-Isabel certain kinds of stories that are useful in
Publication Date: 03/01/2007 F0505H addressing certain social desires and
Product Type: Case Video Title: Lessons from the Egg Master anxieties. Therefore, identity brands
Abstract: An abstract is not available for Author(s): Butman, John succeed when their managers draw on
this product. Must be used with: Publication Date: 05/01/2005 two important assets: cultural authority
(507014) Lenovo: Building a Global Product Type: Harvard Business and political authority.
Brand. Review Article Subjects: NO
Subjects: NO Abstract: Faberge perfected the SUBJECTS(KEYWORDS)
SUBJECTS(KEYWORDS) concept of the artisan brand, says author Length: 40p
Length: 11 min John Butman. List Price: $6.95
List Price: $150.00 Subjects: Brand management; Brands; Year New: 2007
Year New: 2007 Creativity; Marketing strategy
Length: 1p R0607B
507715 Year New: 2005 Title: Leveraging the Psychology of the
Title: Lenovo: Building a Global Brand-- Salesperson: A Conversation with
6 Ad Clips for ThinkPad, Video (DVD) BH274 Psychologist and Anthropologist G.
Author(s): Quelch, John A.; Knoop, Title: Lessons learned from renewable Clotaire Rapaille
Carin-Isabel electricity marketing attempts: A case Author(s): Rapaille, G. Clotaire; Coutu,
Publication Date: 03/01/2007 study Diane L.
Product Type: Case Video, DVD Author(s): Rundle-Thiele, Sharon; Publication Date: 07/01/2006
Abstract: An abstract is not available for Paladino, Angela; Apostol, Sergio Product Type: Harvard Business
this product. Must be used with: Antonio G. Review Article
(507014) Lenovo: Building a Global Publication Date: 05/15/2008 Abstract: We have to admire
Brand. Product Type: Case (Field) salespeople's resilience in the face of
Subjects: NO Publisher: Business Horizons/Indiana endless rejection, their certainty that
SUBJECTS(KEYWORDS) University things will work out in the end. At the
Length: 4 min Abstract: The choice of subscribing to same time, we're repelled by what their
Year New: 2007 renewable electricity has been available job can do to them. (Think Death of a
to Australian households for more than a Salesman and Glengarry Glen Ross,
decade, yet consumer uptake remains dramatic portraits of hollowness and
507716
low for some green marketers. This case moral capitulation.) Just what type of
Title: Lenovo: Building a Global Brand--
study uses a retailer's perspective to person goes into sales, and how do
6 Ad Clips for ThinkPad, Video (VHS)
examine the implementation of a green salespeople cope with their jobs? For
marketing program for a renewable insight into these questions, HBR
Carin-Isabel
electricity retailer. Based on interviews, approached G. Clotaire Rapaille, a
psychologist, anthropologist, and marketing expenditures the same way Industry Setting: Apparel industry
marketing guru who researches the they treat capital outlays: as Subjects: NO
impact of culture on business and investments that drive revenue over SUBJECTS(KEYWORDS)
markets. In particular, he studies time. Many industry giants - Ivory Soap, Length: 17p
archetypes--the underlying patterns in Heinz Tomato Ketchup, and Ritz Supplementary Materials: Teaching
psychology that illuminate the human Crackers, to name a few - got that way Note, (804A07), 16p, by Michael R.
condition--and shows organizations how through cumulative investment of years Pearce, Ken Mark, Jordan Mitchell
to use those patterns to sharpen their and even decades. Newcomers can Year New: 2005
sales and marketing efforts. He points leverage to beat the odds, however, and,
out, for instance, that a keen with a shrewd strategy, turbocharge their M276
understanding of the Great Mother returns. Title: Levi Strauss Japan K.K.
archetype has helped Procter & Gamble Subjects: Customer relations; Market Author(s): Montgomery, David B.;
achieve great success with Pantene hair analysis; Market research; Market share; Carducci, Elizabeth; Horikawa, Akiko
products. By promoting nutrition--and Marketing strategy Publication Date: 05/11/2094
reminding consumers that hair must be Length: 11p Revision Date: 06/13/2006
nurtured--the Pantene brand appeals to Product Type: Case (Field)
the maternal instinct. Rapaille says that 572021 Publisher: Stanford University
salespeople have their own archetype: Title: Levi Strauss & Co. Abstract: As a result of a coordinated
They are Happy Losers who relish Author(s): Shapiro, Benson P. strategy to establish Levi's as the
rejection and actually seek out jobs that Publication Date: 09/01/1971 original, premium American jean, Levi
provide opportunities to be turned down. Revision Date: 03/27/1985 Strauss Japan K.K. has become the
That, of course, has implications for how Product Type: Case (Field) leader in Japan. Japan's jeans market is
they should be managed. Rapaille's Abstract: A large producer of apparel is changing: the market is contracting,
research shows that the leading faced with developing a program for its competition is increasing, and structural
motivator in sales is not money; it's the boys' wear operation, which has been changes are occurring in the distribution
thrill of the chase. "Hold huge company neglected by the firm. Issues involve channel. The issue for Levi is to develop
meetings where you give a salesperson product policy, advertising, and channels a strategy for success given these
the gold medal of rejection," he advises. of distribution and their relationships. changes in Japan.
"Jonathan sold 500,000 computers last Useful for a discussion of product policy, Geographic Setting: Japan
month, but he was rejected 5 million consumer behavior, or marketing Subjects: International marketing;
times! It may sound ludicrous, but this is programs. Japan; Marketing mixes; Marketing
the way to get fire in the belly of your Geographic Setting: San Francisco, CA strategy
sales force--particularly in America, Industry Setting: Apparel industry Length: 37p
where beating the odds is highly prized." Gross Revenues: $328 million sales Supplementary Materials: Teaching
Geographic Setting: France; Japan; Subjects: Advertising strategy; Clothing; Note, (M276T), 9p, by David B.
Nicaragua; United States Consumer behavior; Distribution Montgomery, Elizabeth Carducci, Akiko
Industry Setting: Airline industry; Hair channels; Marketing strategy; Product Horikawa
care product industry; Pharmaceutical lines; Sales promotions
industry Length: 15p 996063
Subjects: NO
Title: Leviton Manufacturing Co., Inc.:
SUBJECTS(KEYWORDS)
904A07 Universal Design Marketing Strategy
Length: 11p
Title: Levi Strauss Canada Holding an Author(s): Ingols, Cynthia A.; Mueller,
Year New: 2006
Ember: The GWG (R) Brand James L.
Author(s): Pearce, Michael R.; Mark, Publication Date: 04/02/1997
93510 Ken; Mitchell, Jordan Product Type: Case (Field)
Title: Leveraging to Beat the Odds: The Publication Date: 04/28/2004 Publisher: Design Management Institute
New Marketing Mind-Set Product Type: Case (Field) Abstract: This case addresses the new
Author(s): Slywotzky, Adrian J.; Publisher: Richard Ivey School of opportunities and challenges in design
Shapiro, Benson P. Business/UWO and marketing to customers who are
Publication Date: 09/01/1993 Abstract: The director of marketing for elderly or have disabilities. A product
Product Type: Harvard Business Levi Strauss Canada needs to decide manager learns that Leviton's wall
Review Article the fate of the GWG brand, a fallen giant switches are favored over less
Abstract: When it comes to marketing, in the Canadian jeans market. For the expensive competitive products by
concentrating on the four Ps - product last three years, GWG has been homeowners with limited vision or
development, price determination, place licensed to a small manufacturer, who dexterity. With the help of a federal
of distribution, and promotion - no longer has failed to meet the requirements in center on disability research, she
ensures competitiveness. Relying on the license agreement. Although the convinces her managers to develop a
short-term thinking, many companies director wants to use some of the latent marketing program to promote these
base their marketing budgets on annual brand equity in GWG, Levi's and features to this large and growing market
sales forecasts and then demand Dockers brands come first and she segment. Leviton's in-house marketing
immediate results based on dollars cannot divert marketing dollars toward department prepares a promotional
spent. These companies are confusing the brand's revival. Also, she must be campaign modeled on a previous
cause and effect. They don't realize that careful to manage her small but powerful successful niche marketing program.
developing a "quality" customer base - portfolio of brands in the five main The research center staff warns that
loyal customers who yield high profits - channels without cannibalizing the treating elders and people with
can take many years. And quality is what already declining volumes of the Levi's disabilities as a niche market will cause
matters for long-term success. brand. the program to fail. They recommend
Companies would do better treating Geographic Setting: Canada emphasis on the "universal design"
appeal of Leviton's products to children management; Marketing strategy Abstract: An abstract is not available for
as well as elders, able-bodied as well as Length: 110p this product. Must be used with:
disabled. The product manager must List Price: $19.95 (507024) Li Ning--Anything is Possible.
choose a direction for the program Subjects: NO
based on either the research center's 595127 SUBJECTS(KEYWORDS)
experience with this new market or her Title: Lexus and the USTR Length: 3 min
own company's marketing expertise. Author(s): Quelch, John A. Year New: 2007
Geographic Setting: United States Publication Date: 06/07/1995
Industry Setting: Electric power Revision Date: 10/17/1996 507712
Subjects: Business & society; Product Type: Case (Library) Title: Li Ning--Anything is Possible,
Consumer marketing; Design Abstract: Lexus executives and dealers Video (VHS)
management; Electric industries; in the United States are debating how to Author(s): Wathieu, Luc; Wang, Gao
Marketing strategy; Product design; respond to the U.S. Trade Publication Date: 03/01/2007
Product development; Product Representative's announcement of Product Type: Case Video
management 100% tariffs on 13 models of Japanese Abstract: An abstract is not available for
Length: 18p luxury imported cars. this product. Must be used with:
Supplementary Materials: Supplement Geographic Setting: United States (507024) Li Ning--Anything is Possible.
(Field), (996064), 2p, by Cynthia A. Industry Setting: Automotive industry Subjects: NO
Ingols, James L. Mueller; Teaching Gross Revenues: $400 million SUBJECTS(KEYWORDS)
Note, (996065), 6p, by Cynthia A. Ingols, revenues Length: 3 min
James L. Mueller Subjects: Automobiles; International List Price: $150.00
marketing; International trade; Pricing Year New: 2007
996064 Length: 7p
Title: Leviton Manufacturing Co., Inc.: Supplementary Materials: Teaching R0212Z
Universal Design Marketing Strategy, Note, (596069), 18p, by John A. Quelch, Title: License to Overkill (Commentary
Epilogue Christine Steinman for HBR Case Study)
Author(s): Ingols, Cynthia A.; Mueller, Author(s): Nunes, Paul F.; McCracken,
James L. 507024 Grant; Soden, Jack; Rothwell, Timothy;
Publication Date: 04/02/1997 Title: Li Ning--Anything is Possible Griffith, Bill
Product Type: Supplement (Field) Author(s): Wathieu, Luc; Wang, Gao; Publication Date: 12/01/2002
Publisher: Design Management Samant, Medha Product Type: Harvard Business
Institute Publication Date: 02/26/2007 Review Article
Abstract: Supplements the case. Must Revision Date: 03/19/2007 Abstract: Sheldon Bloomfield, senior
be used with: (996063) Leviton Product Type: Color Case vice-president of character properties for
Manufacturing Co., Inc.: Universal Abstract: A leading sporting goods Multi-Media Worldwide, has a hit with
Design Marketing Strategy. company in China competes Baby Ruby. Originally a children's book
Industry Setting: Electric power aggressively against global brands Nike character, Ruby has become the fastest
Subjects: Business & society; and Adidas, with marketing strategies growing kids' show on television. In fact,
Consumer marketing; Design adapted to geographic segments. In the Bloomfield's starting to wonder whether
management; Electric industries; main cities, where competition takes Baby Ruby is his evergreen property--
Marketing strategy; Product design; place at a very conceptual level, Li Ning the one that will generate licensing
Product development; Product has chosen to adopt a very controversial income for years to come. Bloomfield
management "oriental theme" for its brand, while has many offers on the table, including
Length: 2p becoming at the same time a major one from the nation's leading fast-food
Supplementary Materials: Teaching sponsor of international athletes of the franchiser to make Baby Ruby its next
Note, (996065), 6p, by Cynthia A. Ingols, highest caliber. kids' meal tie-in. But the fact is, no one
James L. Mueller Geographic Setting: China wants to risk making a big financial
Industry Setting: Sporting goods & commitment to a relatively new property,
2844 equipment industry and most of the companies are
Title: Levitt on Marketing (Paperback) Number of Employees: 6,000 demanding exclusives--which would eat
Author(s): Levitt, Theodore Gross Revenues: 2.5 billion RMB away at Bloomfield's profits even more.
Publication Date: 12/01/1990 Event Year Start: 2006 The pressure is on. If Bloomfield doesn't
Product Type: HBS Press Book Event Year End: 2006 make these deals, he may not get
Abstract: Few individuals have had Subjects: NO another chance. But if he does make the
such a dramatic impact on the SUBJECTS(KEYWORDS) deals, and Baby Ruby ends up on
conceptual basis of modern marketing Length: 14p everything from T-shirts to collectible
as Theodore Levitt. This paperback Supplementary Materials: Case Video, spoons, the public may lose all interest
offers a selection of Levitt's most DVD, (507711), 3 min, by Luc Wathieu, in her. May be used with: (R0212X)
influential essays published in the Gao Wang; Case Video, (507712), 3 License to Overkill (HBR Case Study).
Harvard Business Review. From the min, by Luc Wathieu, Gao Wang Subjects: NO
classic "Marketing Myopia" to "The Year New: 2007 SUBJECTS(KEYWORDS)
Globalization of Markets," the ideas of Length: 3p
Theodore Levitt belong in the repertoire 507711 Year New: 2005
of all marketing professionals. HBR Title: Li Ning--Anything is Possible,
paperbacks are regularly revised with Video (DVD) R0212A
recent articles. Author(s): Wathieu, Luc; Wang, Gao Title: License to Overkill (HBR Case
Subjects: Customer relations; Publication Date: 03/01/2007 Study and Commentary)
International marketing; Marketing Product Type: Case Video, DVD Author(s): Nunes, Paul F.; McCracken,
Grant; Soden, Jack; Rothwell, Timothy; in her. May be used with: (R0212Z) Length: 32p
Griffith, Bill License to Overkill (Commentary for
Publication Date: 12/01/2002 HBR Case Study). 502S22
Product Type: Harvard Business Subjects: NO Title: LifeSpan Inc.: Abbott
Review Article SUBJECTS(KEYWORDS) Northwestern Hospital, Spanish Version
Abstract: Sheldon Bloomfield, senior Length: 4p Author(s): Menezes, Melvyn A.J.
vice-president of character properties for Year New: 2005 Publication Date: 08/09/2002
Multi-Media Worldwide, has a hit with Product Type: LACC Case
Baby Ruby. Originally a children's book 599029 Abstract: Raises the powerful issues of
character, Ruby has become the fastest Title: Life as a Minor League CEO: measuring marketing performance in a
growing kids' show on television. In fact, Frank Burke and the Chattanooga not-for-profit services setting. Also raises
Bloomfield's starting to wonder whether Lookouts several interesting ethical issues.
Baby Ruby is his evergreen property-- Author(s): Greyser, Stephen A.; LifeSpan Inc., a Minneapolis based not-
the one that will generate licensing Goldman, Kirk for-profit organization is the parent
income for years to come. Bloomfield Publication Date: 02/17/1999 holding company of three hospitals and
has many offers on the table, including Revision Date: 07/29/2004 several health services corporations.
one from the nation's leading fast-food Product Type: Case (Field) Abbott Northwestern, LifeSpan's premier
franchiser to make Baby Ruby its next Abstract: A "slice of life" depiction of the hospital, adopted a very market oriented
kids' meal tie-in. But the fact is, no one range of issues and activities approach to increase its share of a
wants to risk making a big financial experienced by Frank Burke (HBS MBA business that was both shrinking in size
commitment to a relatively new property, 1987), the president of a minor league and becoming increasingly competitive.
and most of the companies are baseball team (the Chattanooga The company initiated a telemarketing
demanding exclusives--which would eat Lookouts). Raises questions of the advertising campaign which resulted in a
away at Bloomfield's profits even more. applicability of MBA skills in this role and flood of inquiries. The marketing group
The pressure is on. If Bloomfield doesn't the "quotient of contentment" an HBS would like to nearly double the
make these deals, he may not get MBA can have in this situation. The advertising budget; the board of
another chance. But if he does make the similarities and differences of minor directors would like some evidence that
deals, and Baby Ruby ends up on league versus major league operations advertising, phone calls, inquiries, and
everything from T-shirts to collectible are an important analytic component. other programs lead to filled beds and
spoons, the public may lose all interest Among the specific issues Burke increased business.
in her. confronts are finding additional revenue Geographic Setting: Minnesota
Subjects: HBR Case Discussions; streams, considering ticket price Industry Setting: Health care industry
Licensing; Market entry; Market increases, and the pros and cons of a Company Size: mid-size
positioning; Market selection new stadium. May be used with: Gross Revenues: $211 million
Length: 8p (599030) Marketing and Minor League revenues
Baseball. Subjects: Advertising; Ethics; Health
R0212X Geographic Setting: United States services; Marketing planning; Nonprofit
Title: License to Overkill (HBR Case Industry Setting: Baseball organizations; Performance
Study) Subjects: Consumer marketing; measurement; Productivity; Social
Author(s): Nunes, Paul F. Entrepreneurship; Leadership; Sports enterprise
Publication Date: 12/01/2002 Length: 12p Length: 21p
Product Type: Harvard Business Year New: 2008
Review Article 898099
Abstract: Sheldon Bloomfield, senior Title: LifeSavers Co.: 587104
vice-president of character properties for www.candystand.com Title: LifeSpan Inc.: Abbott
Multi-Media Worldwide, has a hit with Author(s): Rayport, Jeffrey F.; Louie, Northwestern Hospital
Baby Ruby. Originally a children's book Dickson L. Author(s): Menezes, Melvyn A.J.
character, Ruby has become the fastest Publication Date: 02/10/1998 Publication Date: 12/30/1986
growing kids' show on television. In fact, Revision Date: 04/08/1998 Revision Date: 08/31/1988
Bloomfield's starting to wonder whether Product Type: Case (Field) Product Type: Case (Field)
Baby Ruby is his evergreen property-- Abstract: Sharon Fordham, president of Abstract: Raises the powerful issues of
the one that will generate licensing Lifesavers, is faced with the challenge of measuring marketing performance in a
income for years to come. Bloomfield how to use her company's web site, not-for-profit services setting. Also raises
has many offers on the table, including candystand.com, to help build several interesting ethical issues.
one from the nation's leading fast-food awareness for her brands and increase LifeSpan Inc., a Minneapolis based not-
franchiser to make Baby Ruby its next the company's sales. Fordham foresees for-profit organization is the parent
kids' meal tie-in. But the fact is, no one that the Internet will become like holding company of three hospitals and
wants to risk making a big financial television in increasing consumer several health services corporations.
commitment to a relatively new property, promotion. Abbott Northwestern, LifeSpan's premier
and most of the companies are Geographic Setting: Parsippany, NJ hospital, adopted a very market oriented
demanding exclusives--which would eat Industry Setting: Candy & approach to increase its share of a
away at Bloomfield's profits even more. confectionary industry business that was both shrinking in size
The pressure is on. If Bloomfield doesn't Gross Revenues: $600 million and becoming increasingly competitive.
make these deals, he may not get revenues The company initiated a telemarketing
another chance. But if he does make the Subjects: Brand management; advertising campaign which resulted in a
deals, and Baby Ruby ends up on Consumer marketing; Food; Internet; flood of inquiries. The marketing group
everything from T-shirts to collectible Service management; World Wide Web would like to nearly double the
spoons, the public may lose all interest advertising budget; the board of
directors would like some evidence that Wheeler (508030), 11p, by David Godes, David
advertising, phone calls, inquiries, and Lane; Teaching Note, (508083), 30p, by
other programs lead to filled beds and 508028 David Godes
increased business. Title: Lincoln Financial Group (A) Year New: 2008
Geographic Setting: Minnesota Author(s): Godes, David; Lane, David
Industry Setting: Health care industry Publication Date: 02/15/2008 508029
Company Size: mid-size Revision Date: 05/15/2008 Title: Lincoln Financial Group (B):
Gross Revenues: $211 million Product Type: Case (Field) Making LFD a Reality
revenues Abstract: LFG reorganizes its business Author(s): Godes, David; Lane, David
Subjects: Advertising; Ethics; Health in order to improve customer intimacy. Publication Date: 02/15/2008
services; Marketing planning; Nonprofit However, to implement the strategy, Revision Date: 02/22/2008
organizations; Performance they need to effect significant changes in Product Type: Supplement (Field)
measurement; Productivity; Social the skills of their salespeople. This case Abstract: An abstract is not available for
enterprise series straddles human resource this product. Must be used with:
Length: 20p management, corporate strategy, and (508028) Lincoln Financial Group (A).
Supplementary Materials: Teaching sales management by exploring the link Subjects: NO
Note, (589047), 24p, by Melvyn A.J. between a shift in the firm's overall SUBJECTS(KEYWORDS)
Menezes strategy (customer intimacy), the Length: 14p
structural implementation of this strategy Supplementary Materials: Teaching
E272 in the form of the creation of a new Note, (508083), 30p, by David Godes
Title: LightFull Foods distribution company and, finally, the Year New: 2008
Author(s): Wheeler, S. Christian transformation of the selling approach
Publication Date: 11/30/2007 through skills assessment and 508030
Product Type: Case (Field) development. The (A) case describes Title: Lincoln Financial Group (C)
Publisher: Stanford University Press the firm's strategic position as the Author(s): Godes, David; Lane, David
Abstract: The protagonists are Lara "manufacturer" of three primary product Publication Date: 02/15/2008
Jackle and Lynn Graham, CEO and VP lines--annuities, insurance, and mutual Revision Date: 05/15/2008
Marketing for LifghtFull Foods funds--which they sell to banks, Product Type: Supplement (Field)
respectively. LightFull is a beverage broker/dealers, and independent Abstract: An abstract is not available for
start-up based in Northern California that planners. Most of their customers have this product. Must be used with:
is struggling with a major strategic just one of these products 'on the shelf.' (508028) Lincoln Financial Group (A).
decision which centers around its use In 2000, they create Lincoln Financial Subjects: NO
and possible replacement of an Distributors (LFD) which will be SUBJECTS(KEYWORDS)
ingredient called Stevia (an all natural, responsible for the wholesaling of all of Length: 11p
zero calorie plant derivative which is these products. The case ends by Supplementary Materials: Teaching
often used as a sweetener by asking the students to (a) react to this Note, (508083), 30p, by David Godes
consumers and companies) with an idea and (b) formulate a plan for its Year New: 2008
artificial sweetener. Jackle and Graham implementation. Simply taking
like Stevia for its inherent qualities that salespeople away from their product
573056
play to the company's and product's group and housing them side-by-side
Title: Linde Division: Union Carbide
strengths: all-natural ingredients, low with other salespeople selling other
Corp.
calorie, nutritious and tasty snack- products is unlikely to create true
replacement satisfaction. Some board customer intimacy. Wes Thompson,
members argue, however, that replacing LFD's President and Kim Miner, the
Stevia with an artificial sweetener will not Human Resources VP, undertake a
negatively impact the brand, and may in sweeping effort in which they create a
Abstract: Describes the Linde Division's
fact appeal to a larger audience in more "competency model," denoting precisely
marketing and sales approach for its
mainstream channels (e.g., WalMart vs. what they want their salespeople to be
Unox Waste Water Treatment System.
Whole Foods, the latter of which does good at, assessing the sales force on
Division management is concerned
not allow artificially sweetened food these dimensions, and then hiring or
about the loss of a particular sale and
items on its shelves). While approved by training in order to get where they want
about the time-consuming nature of the
the FDA for use as a dietary to be. The (B) case provides rich detail
selling process. Details the buying
supplement, Stevia has not yet been of the model, the assessment approach
process in both the municipal and
approved as a sugar substitute, food and the results of the assessments. As
industrial markets, and can be used for
additive or sweetener. In fact, the (C) case lays out, the results are
discussion of a wide range of buying
companies are overtly barred from using stunning in terms of their relationships
process/selling approach issues such as
Stevia as anything but a dietary as well as from a financial perspective.
risk reduction, team selling, multilevel
supplement and inclusion of the The (C) then ends by offering a strategy
selling, etc.
ingredient necessitates that the for "Act II'" significantly expanding the
company classify the entire product (in number of salespeople at LFD.
Industry Setting: Water, sewage &
this case a beverage) as a nutritional Number of Employees: 6,000
other systems; Water, sewage & other
supplement, not a food. Gross Revenues: $7 billion
systems
Industry Setting: Beverage industry Subjects: NO
Gross Revenues: $3 billion sales
Subjects: NO SUBJECTS(KEYWORDS)
Subjects: Local government; Marketing
SUBJECTS(KEYWORDS) Length: 21p
strategy; Personal selling; Sales strategy
Length: 27p Supplementary Materials: Supplement
Length: 18p
Supplementary Materials: Teaching (Field), (508029), 14p, by David Godes,
Note, (E272TN), 4p, by S. Christian David Lane; Supplement (Field),
BH047 correlations to growth. None of them Advertising media; Canada;

Title: Linking Advertising and Brand appear to be universally effective across Communications industry; Market
Value all competitive environments. Early structure; Pharmaceuticals
Author(s): Ryans, John K., Jr.; customer metrics tried to explain why Length: 24p
Aggarwal, Raj; Herremans, Irene people buy. To many companies, it
Publication Date: 05/15/2000 came down to marketing. Yet, as the 574062
Product Type: Business Horizons authors explain, the issues that affect Title: Listerine Lozenges
Article customer loyalty are complex and go Author(s): Greyser, Stephen A.; Reece
Publisher: Business Horizons/Indiana beyond standard marketing. This gave BB
University rise to a new category of metrics aimed Publication Date: 02/22/1974
Abstract: Brand equity is one of a firm's at understanding customer experience. Product Type: Case (Field)
most important assets. Unfortunately, Although managers have learned a lot Abstract: Executives must decide which
such intangible assets have received about the components of service quality of several proposed advertising
little attention from the financial and (including reliability, responsiveness and campaigns should be pursued in light of
accounting communities. This view may empathy), the approach doesn't point brand repositioning. Marketing history of
now be changing. The focus of the managers to specific actions t. the brand is provided along with
research is on valuating the effect of Beginning in the 1990s, many managers information on creative options.
advertising on brand equity, not only for began paying closer attention to Geographic Setting: Canada
external reporting but also for internal customer retention--in particular, Industry Setting: Throat lozenge
management and control. Pros and cons understanding dissatisfaction and Company Size: large
of various brand valuation models are satisfaction. But as the authors note, the Subjects: Advertising; Advertising
examined. Brand asset measurements linkages among satisfaction, customer campaigns; Brands; Canada;
should address the success of the firm in behavior and positive financial outcomes Merchandising; Pharmaceuticals
creating a product, providing marketing have been modest. Today's most Length: 24p
support, retaining customers, building popular metric, the Net Promoter Score,
brand value, and reducing return focuses on how customer word of
F0410C
volatility. The authors use a calculation mouth--both negative and positive--can
Title: The Littlest Sales Force
called "advertising turnover" to describe advance growth. Developed by Bain &
Author(s): Liautaud, Bernard
the relationship between advertising Company Inc. consultant Fred
expenditures and brand value. It Reichheld, it claims the ability to predict
indicates how efficiently the firm future growth from customer replies to
Review Article
converts advertising dollars into brand one question: "How likely is it that you
Abstract: Software CEO Bernard
value, and is similar to methods used in would recommend this company to a
Liautaud explains how he's kept growth
financial analysis for determining the friend or colleague?" The authors found
manageable by building his global sales
productivity of capital assets or that the linkage between the NPS and
force incrementally.
receivables. Plotting this calculation over subsequent customer behavior was
Subjects: Globalization; Growth
time can distinguish between high- modest at best; models based on
management; Models; Sales
efficiency brand enhancers, low- multiple variables consistently
management; Sales organization;
efficiency brand enhancers, unknown outperformed models based on NPS.
Software
brand future, and brand deterioration. The authors are skeptical that there can
Length: 1p
Brand ROI can be broken down into be a single metric that reduces complex,
Year New: 2004
"brand turnover" and "return on sales." multifaceted constructs to one or two
Kellogg's brand performance is used as dimensions; if there is, they write,
an example of applying the model to "there's a good chance it will ignore one 579181
evaluate the ability of advertising and or more important aspects of the Title: Litton Microwave Ovens
market share to enhance brand value. equation." Author(s): Buzzell, Robert D.;
Subjects: Advertising strategy; Brands; Subjects: NO Wiersema, Frederik D.
Marketing management; Marketing SUBJECTS(KEYWORDS) Publication Date: 03/01/1979
strategy Length: 9p Revision Date: 07/31/1984
Length: 8p Product Type: Case (Library)
Abstract: Describes Litton's position
573060
and strategies in the microwave oven
SMR287 Title: Listerine Antiseptic (A)
market. Should be used in conjunction
Title: Linking Customer Loyalty to Author(s): Greyser, Stephen A.; Reece
with the Note on the Microwave Oven
Growth BB
Industry to evaluate the company's
Author(s): Keiningham, Timothy L.; Publication Date: 02/02/1973
competitive thrust in this growth market.
Aksoy, Lerzan; Johannessen, Tor Askild Revision Date: 06/26/1973
Aase; Cooil, Bruce Product Type: Case (Field)
Industry Setting: Microwave
Publication Date: 07/01/2008 Abstract: Brand managers must decide
Company Size: large
Product Type: Case (Field) whether to drop a successful television
Subjects: Appliances; Competition;
Abstract: In recent years, researchers advertising campaign in favor of a new
Consumer goods; Growth strategy;
and consultants have advanced a strategy. The recommendation from the
Marketing strategy
number of customer metrics to explain advertising agency calls for the use of
Length: 10p
the connections between customer two different copy approaches aimed at
behavior and growth. But these efforts different segments of the market.
Note, (585125), 9p, by Robert D. Buzzell
have generated more smoke than heat. Geographic Setting: Canada
Despite claims to the contrary, the Industry Setting: Communications
authors argue that the most popular industry; Pharmaceutical industry 903A18
metrics have shown only modest Subjects: Advertising campaigns; Title: Living.Dupont.ca: Virtual
Business, Real Money fashion apparel business and explains Through unique sourcing capabilities
Author(s): Antia, Kersi; Frolov, Ilia; Sud, whether and how these problems can be they were able to develop a private label
Bharat overcome. Teaching Purpose: To brand, President's Choice, which has
Publication Date: 05/06/2003 illustrate the importance of strategic strong consumer loyalty. "No Name"
Product Type: Case (Field) partnering in an industry that competes generic program is also successful. This
Publisher: Richard Ivey School of intensely against more vertically case illustrates the shift in power from
Business/UWO integrated specialty stores. Withdrawn the national brand manufacturer to the
Abstract: DuPont Canada manufactures 05/05/03. retailer. Questions facing Loblaw's
and sells the raw materials that are used Geographic Setting: New York, NY; include how do they exploit this power.
to produce brand name home renovation New Jersey Options are buying/selling "concept" and
and home decorating products, including Industry Setting: Apparel industry acting as distribution agent or building
fabrics, carpets, countertops, and paints. Number of Employees: 8,000 their own stores, including a super
To develop relationships with consumers Gross Revenues: $2 billion revenues centre unit which is over 100,000 square
and acquire information on their Subjects: Clothing; Department stores; feet and includes general merchandise.
purchasing needs and purchasing Inventory management; Merchandising; Geographic Setting: Canada; North
patterns, the company launched a web Retailing; Suppliers America
site that offered decorating idea and Length: 28p Industry Setting: Retail industry
product information through a virtual Company Size: large
home. After 12 months, the company's 583054 Gross Revenues: $6 billion sales
project team must decide whether the Title: Loblaw Companies Ltd. Subjects: Agribusiness; Canada;
project was a worthwhile investment and Author(s): Goldberg, Ray A.; Murphy, Distribution; Supermarkets
whether they should invest in the second Kevin X. Length: 37p
phase. In making their decision, they Publication Date: 12/09/1982
need to identify the performance metrics Product Type: Case (Field) 596030
to use in estimating the return on Abstract: Describes the turnaround of Title: Loblaw Companies Ltd.:
investment. They also need to determine North America's seventh largest food Differentiation in the 90s and Beyond
whether to pursue revenue generation distribution company (Canada's largest) Author(s): Goldberg, Ray A.; Urban,
through the sale of advertising space or from 1973 to 1982, and positioning of Thomas N., III
online sales through the web site. the firm for the 1980s. Publication Date: 09/27/1995
Finally, the project team must assess Geographic Setting: Canada; North Revision Date: 10/18/1995
whether their value chain partners would America Product Type: Case (Field)
be willing to invest in the second phase Industry Setting: Supermarkets; Retail Abstract: Loblaw wants to develop long-
of the project. industry term relationships with its customers and
Geographic Setting: Canada Gross Revenues: $6 billion sales is testing a variety of strategies to do
Industry Setting: Furniture industry Subjects: Agribusiness; Canada; this.
Company Size: large Distribution; Supermarkets; Wholesaling Geographic Setting: North America
Subjects: Canada; Consumer Length: 46p Industry Setting: Food industry; Retail
marketing; Furniture; Internet; Market industry
research; Marketing management; Gross Revenues: $8 billion sales
590051
Marketing strategy; Performance Subjects: Customer relations; Marketing
Title: Loblaw Companies Ltd.
measurement; Return on investment strategy; Supermarkets
President's Choice G.R.E.E.N.:
Something Can Be Done
Author(s): Goldberg, Ray A.; Shaner,
Note, (803A18), 6p, by Kersi Antia,
Janet 593033
Bharat Sud
Publication Date: 11/08/1989 Title: Loblaw Companies Ltd.: Food
Year New: 2004
Revision Date: 12/11/1989 Distribution in the 1990s
Product Type: Case (Field) Author(s): Goldberg, Ray A.; Willis,
597010 Abstract: A supermarket expands its Vincent N.; O'Keefe, Edmund
Title: Liz Claiborne, Inc. store label to include environmentally Publication Date: 09/30/1992
Author(s): Salmon, Walter J.; Blasberg, friendly products. Revision Date: 12/01/1992
Jeanne M. Geographic Setting: Canada; North Product Type: Case (Field)
Publication Date: 12/02/1996 America Abstract: Richard Currie has led Loblaw
Revision Date: 05/05/1997 Industry Setting: Supermarkets for the past 15 years, turning a company
Product Type: Case (Field) Gross Revenues: $8 billion revenues losing money to the most profitable food
Abstract: Liz Claiborne's future success Subjects: Brands; Canada; Consumer retailer in Canada. 1992 finds Canada
was closely tied to the success of its goods; Environmental protection; and the United States in a recession.
primary distribution channel, the Supermarkets How does Currie handle short-term
department store. It was crucial for the Length: 33p pressures as he develops a new long-
company to develop partnerships with its term strategy for his firm?
major customers. Several of these Geographic Setting: Canada; North
588039
customers were reluctant to participate America
Title: Loblaw Companies Ltd.--1987
in the program Liz Claiborne had Industry Setting: Supermarkets
Author(s): Goldberg, Ray A.; Shelman,
developed to replenish basic Gross Revenues: $8 billion revenues
Mary L.
merchandise and were even more Subjects: Brands; Canada; Consumer
opposed to strategic partnerships on goods; Environmental protection;
fashion merchandise. The case Recessions; Supermarkets
illustrates the issues surrounding the Length: 42p
Abstract: Loblaw Companies is the
adoption of Quick Response in the
leading Canadian supermarket chain.
581066 decision. Author(s): Malone, Thomas W.; Yates,

Title: Loctite Corp.: Industrial Products Geographic Setting: Asia; Global JoAnne; Benjamin, Richard I.
Group Industry Setting: Adhesives & sealants Publication Date: 05/01/1989
Author(s): Quelch, John A. industry Product Type: Harvard Business
Publication Date: 12/01/1980 Number of Employees: 3,700 Review Article
Revision Date: 07/15/1991 Gross Revenues: $608 million Abstract: American Hospital Supply's
Product Type: Case (Field) revenues order-entry system represents a trend
Abstract: A new product introduction Subjects: NO toward "electronic markets," networks
strategy covering all elements of the SUBJECTS(KEYWORDS) that allow customers to compare and
marketing mix must be planned for Length: 20p order from competing suppliers. By
equipment designed to dispense cutting transaction costs, electronic
industrial adhesives. The equipment and 594021 markets make it cheaper to buy than to
adhesives are manufactured by the Title: Loctite Corp.: International make many products and will lead to
same company. Distribution more market activity and fewer vertically
Geographic Setting: United States Author(s): Quelch, John A.; Arnold, integrated companies. Customers like
Industry Setting: Adhesives & sealants David J. the efficiency and convenience of
industry Publication Date: 09/28/1993 electronic sales channels but want to
Gross Revenues: $150 million sales Revision Date: 12/01/1997 choose among different vendors.
Subjects: Communication strategy; Product Type: Case (Field) Business can take advantage of the
Industrial markets; Marketing mixes; Abstract: Loctite Corp., dissatisfied with trend by creating electronic markets -
New product marketing; Pricing strategy the sales growth achieved by its alone or as part of an industry group.
Length: 18p independent distributor in Hong Kong, is Subjects: Distribution channels;
Supplementary Materials: Teaching considering whether to find a new Distribution planning; Information
Note, (582075), 25p, by John A. Quelch; distributor or acquire a controlling systems; Marketing strategy; Sales
Case Video, (882549), 10 min, by John interest in a wholly owned subsidiary management
A. Quelch covering Hong Kong and possibly other Length: 4p
markets. Loctite has a varied portfolio of
503S55 international distribution arrangements 94607
Title: Loctite Corp.: Industrial Products and experience on which to base this Title: The Logic of Product-Line
Group, Spanish Version decision. Extensions
Author(s): Quelch, John A. Geographic Setting: Asia; Global Author(s): Editors
Publication Date: 12/01/1980 Industry Setting: Adhesives & sealants Publication Date: 11/01/1994
Revision Date: 07/15/1991 industry Product Type: Harvard Business
Product Type: LACC Case Number of Employees: 3,700 Review Article
Abstract: A new product introduction Gross Revenues: $608 million Abstract: In the last ten years, products
strategy covering all elements of the revenues have proliferated in every category of
marketing mix must be planned for Subjects: Asia; Distribution; Distribution consumer goods and services, and the
equipment designed to dispense planning; Industrial goods; Industrial deluge shows few signs of letting up.
industrial adhesives. The equipment and markets; International marketing Most companies are pursuing product
adhesives are manufactured by the Length: 20p expansion strategies--in particular, line
same company. Supplementary Materials: Teaching extensions--full steam ahead. But as
Geographic Setting: United States Note, (598104), 11p, by David J. Arnold, John Quelch and David Kenny argue in
Industry Setting: Adhesives & sealants E. Raymond Corey "Extend Profits, Not Product Lines"
industry (September-October 1994), evidence
Gross Revenues: $150 million sales 882549 indicates that such aggressive tactics
Subjects: Communication strategy; Title: Loctite Corp.: Interview with can be hazardous. Quelch and Kenny
Industrial markets; Marketing mixes; Jeffrey J. Fox, Video offer several guidelines for avoiding the
New product marketing; Pricing strategy Author(s): Quelch, John A. pitfalls of wanton line extensions and
Length: 19p Publication Date: 06/07/1982 sharpening product line strategies:
Product Type: Case Video improve cost accounting, allocate
506S06 Abstract: The company vice president resources to popular products, research
Title: Loctite Corp.: International of marketing describes the decisions consumer behavior, coordinate
Distribution, Spanish Version made in response to problems marketing efforts, work with channel
Author(s): Quelch, John A.; Arnold, presented in the case. A new product partners, and foster a climate in which
David J. introduction strategy covering all product-line deletions are encouraged. In
Publication Date: 09/28/2093 elements of the marketing mix had to be this issue's Perspectives section, nine
Revision Date: 12/01/1997 planned for equipment designed to experts offer their views on product-line
Product Type: LACC Case dispense industrial adhesives. Must be management and the logic of line
Abstract: Loctite Corp., dissatisfied with used with: (581066) Loctite Corp.: extensions.
the sales growth achieved by its Industrial Products Group. Subjects: Brands; Consumer marketing;
independent distributor in Hong Kong, is Subjects: Communication strategy; Product lines; Product management
considering whether to find a new Industrial markets; Marketing planning; Length: 7p
distributor or acquire a controlling Pricing strategy; Product introduction
interest in a wholly owned subsidiary Length: 10 min 92A012
covering Hong Kong and possibly other List Price: $150.00 Title: Logitech
markets. Loctite has a varied portfolio of Author(s): Ryans, Adrian B.; Smith, J.
international distribution arrangements 89311 Brock
and experience on which to base this Title: The Logic of Electronic Markets Publication Date: 07/31/1992
Revision Date: 01/10/1996 Abstract: The London Fog Division of products makers, faces with respect to
Product Type: Case (Field) Londontown Corp. experienced serious brand management while expanding
Publisher: Richard Ivey School of problems between 1968 and 1970 when operations in China. LVMH, a $13 billion
Business/UWO it did not respond rapidly enough to the group of companies with operations
Abstract: Logitech was one of three trend toward fashion in outerwear across the world--1,500 retail stores in
companies that dominated the global garments. By 1974 it had built unit sales about 60 countries--had conquered the
market for pointing devices for to the 1968 level, two million units, and luxury goods market successfully in
computers. While Logitech had captured dollar sales were substantially higher. Europe, the United States, and some
a large share of the Original Equipment However, the company was now faced parts of Asia. In the early 1990s, LVMH
Manufacturer mouse market, Microsoft with how to go beyond the two million decided to expand its operations in
was the clear leader in terms of industry barrier. The case looks at the company's China and South Korea. A decade later,
standards and dollar share of the retail sales, advertising, pricing, styling and LVMH made its entry into India. In 2004,
market. KYE, with a stong presence in distribution policies, as well as significant Asia accounted for about 40% of the
Europe, was poised to compete trends in the outer-garment industry. sales of LVMH. LVMH is determined to
aggressively in North America. Faced Geographic Setting: United States capture the growing Asian market.
with the intensifying competition and Industry Setting: Apparel industry However, it faces several challenges in
eroding margin, Logitech was Company Size: mid-size its expansion plans in Asia; one of its
considering the introduction of an Gross Revenues: $69.188 million 1974 major concerns is protecting its brand
innovative line of ergonomic mice, which sales against dilution. Although China is a
promised to change the competitive Subjects: Advertising; Clothing; huge market, phony branding is endemic
dynamics of the industry. Competition; Consumer behavior; there. In addition, LVMH's expansion
Geographic Setting: Global Marketing strategy; Pricing; Product plans in Asia introduced the issue of
Industry Setting: Service industries lines; Sales promotions private ownership vs. franchising with
Company Size: large Length: 26p regard to the profitability of companies in
Subjects: Computer industry; Market the luxury goods industry.
segmentation; Marketing strategy 587078 Geographic Setting: Asia
Length: 20p Title: Lotus Development Corp. Channel Industry Setting: Luxury goods
Supplementary Materials: Teaching Choice: Direct vs. Distribution Event Year Start: 2004
Note, (892A12), 15p, by Mark Author(s): Rangan, V. Kasturi; Scott, Event Year End: 2004
Vandenbosch Douglas R. Subjects: NO
Publication Date: 09/22/1986 SUBJECTS(KEYWORDS)
903A02 Revision Date: 11/14/1994 Length: 19p
Title: Logitech: Launching a Digital Pen Product Type: Case (Field) Supplementary Materials: Teaching
Author(s): Vandenbosch, Mark; Mark, Abstract: Lotus Development Corp., the Note, (HKU369), 12p, by Yigang Pan,
Ken number one microsoftware firm has Marissa McCauley
Publication Date: 01/24/2003 traditionally sold to its customers through Year New: 2005
Product Type: Case (Field) a distributor-retail dealer network. In
Publisher: Richard Ivey School of early 1986, the company is considering F0607F
Business/UWO the option of selling direct to large Title: Love Your Customers: Joe Girard
Abstract: Logitech is an international corporate customers. Students are on Becoming the World's Greatest
company that designs and manufactures expected to analyze the pros and cons Salesperson
computer peripheral products. The retail of such a change in making their Author(s): Girard, Joe; Peebles, M.
pointing devices unit director is thinking decisions. Ellen
about the development of the next Geographic Setting: United States Publication Date: 07/01/2006
generation of his device, the Logitech io Industry Setting: Software industry Product Type: Harvard Business
digital pen. With less than two months Company Size: mid-size Review Article
until launch time, the director is still Gross Revenues: $225 million sales Abstract: Joe Girard, the world's
unsure which features are valuable to Subjects: Computer industry; greatest salesperson, reveals the secret
potential users, who these potential Distribution channels; Distribution to his unparalleled achievement.
users are, and for which applications the planning; Retailing; Sales management; Subjects: NO
digital pen can be used. Software SUBJECTS(KEYWORDS)
Geographic Setting: United States Length: 17p Length: 3p
Industry Setting: Computer peripherals Supplementary Materials: Teaching Year New: 2006
Company Size: large Note, (588007), 12p, by V. Kasturi
Subjects: International business; New Rangan F0506H
product marketing; Product Title: The Low Value of Virtue
development; Product introduction HKU368 Author(s): Vogel, David
Length: 12p Title: Louis Vuitton Moet Hennessy: Publication Date: 06/01/2005
Supplementary Materials: Teaching Expanding Brand Dominance in Asia Product Type: Harvard Business
Note, (803A02), 8p, by Mark Author(s): Pan, Yigang; McCauley, Review Article
Vandenbosch, Ken Mark Marissa Abstract: Most consumers don't care
Year New: 2004 Publication Date: 01/26/2005 where, how, or by whom products are
Revision Date: 08/01/2007 made, says David Vogel at Berkeley's
576096 Product Type: Case (Field) Haas School of Business.
Title: Londontown Corp. Publisher: University of Hong Kong Subjects: Innovation
Author(s): Star, Stephen H.; Davis, N.J. Abstract: Explores the predicament Length: 1p
Publication Date: 02/02/1976 Louis Vuitton Moet Hennessy (LVMH), Year New: 2005
Product Type: Case (Field) one of the world's leading luxury
R0607M Geographic Setting: Southeastern this deceptively simple question is the

Title: Low-Pressure Selling (HBR United States key indicator of your organization's
Classic) Industry Setting: Retail industry ability to grow. Among the topics he will
Author(s): Bursk, Edward C. Company Size: large explore are: The difference between
Publication Date: 07/01/2006 Gross Revenues: $2.5 billion revenues customers who are promoters and those
Product Type: Harvard Business Subjects: Advertising strategy; Retailing who are detractors; how to track
Review Article Length: 31p promoters and detractors to measure
Abstract: Traditional, high-pressure Supplementary Materials: Teaching your organization's success through your
selling techniques were intended to talk Note, (595081), 6p, by Walter J. Salmon, customers' eyes, and how to measure
the buyer into making a purchase--which David Wylie rigorously "net promoter" statistics and
often meant driving him to a decision improve them. If you are faced with the
rather than allowing him to reach it freely 586018 challenges of creating profitable growth,
and independently. In this classic article Title: Lowe's Companies, Inc. you and your team need to attend this
from 1947, HBR editor Edward C. Bursk Author(s): Salmon, Walter J.; Olson LB virtual seminar. Who should attend?
makes the case for replacing high- Publication Date: 07/18/1985 Leaders who must drive profitable
pressure selling with a milder approach, Revision Date: 06/30/1986 growth in their organizations, managers
in which the salesperson does not so Product Type: Case (Field) who seek more meaningful measures of
much "sell" the prospect as let him follow Abstract: Identifies success factors and customer loyalty and its link to growth
his natural inclinations to buy. Bursk directions for future growth of an and profitability, and marketers and
draws from his own business experience outstanding retailer to consumers and frontline managers with customer
to support his points. He begins with a contractors of lumber, building supplies, experience roles and responsibilities.
discussion of the advantages of low- and hardware. Subjects: NO
pressure selling, the heart of which is the Geographic Setting: Southeastern SUBJECTS(KEYWORDS)
seller's sincerity. He then analyzes the United States; Southwestern United Length: 90 min
reasons for the method's effectiveness. States List Price: $349.00
It's most clearly demonstrated by the Industry Setting: Lumber & wood; Year New: 2005
customer-problem approach, in which Building materials industries; Retail
the salesperson learns about the buyer's industry 560003
problems and, in effect, helps him solve Company Size: large Title: Ludlow Corp.
them. Bursk concludes by addressing Gross Revenues: $1.7 billion sales Author(s): Brown, Milton P.; Isaacson,
the practical questions facing sales Subjects: Building materials industry; H.L.
managers, who bear the brunt of Expansion; Marketing planning; Publication Date: 05/01/1960
implementing the new technique. Low- Retailing; Strategic planning Product Type: Case (Field)
pressure selling requires salespeople Length: 35p Abstract: Development of a marketing
who are intelligent, analytical, subtle, program for a new textile product
and flexible--qualities rarely found in designed to combat soil erosion.
3595CF
practitioners of the high-pressure selling Industry Setting: Agriculture industry
Title: The Loyalty-Profitability Link:
method. Managers must not only craft a Event Year Start: 1960
Understanding the Ultimate Question,
compensation plan that balances Event Year End: 1960
Featuring Fred Reichheld, Director
stability of income with strong incentives, Subjects: Agriculture; Distribution
Emeritus and Fellow at Bain & Co., A
but select and train low-pressure channels; Marketing strategy; Product
Harvard Business School Publishing
salespeople with care. introduction; Sales promotions
Virtual Seminar
Subjects: NO Length: 20p
Author(s): Reichheld, Frederick F.
SUBJECTS(KEYWORDS)
Length: 14p
Product Type: Previous Conference 99601
Year New: 2006
Abstract: Do you know how many of Title: The Lure of Global Branding
your customers would recommend you Author(s): Aaker, David A.;
590013 to a friend? If not, you are not alone. You Joachimsthaler, Erich
Title: Lowe's are also in danger of undertaking Publication Date: 11/01/1999
Author(s): Salmon, Walter J.; Wylie, initiatives that may boost short-term Product Type: Harvard Business
David performance, but will torpedo you in the Review Article
Publication Date: 04/17/1990 long term. Too many executives think Abstract: As more and more companies
Revision Date: 05/21/1997 that all profits are "good" profits and that begin to see the world as their market,
Product Type: Case (Field) all growth is "true" growth. Not so says brand builders look with envy upon those
Abstract: Lowe's chain of 306 stores loyalty expert Fred Reichheld. businesses that appear to have created
was anticipating fierce competition from Acquisitions, gimmicky promotions, and global brands--brands whose
their major market rival, Home Depot. As other "corporate steroids" may boost positioning, advertising strategy,
they reformulated the size of their new short-term results to meet aggressive personality, look, and feel are in most
prototype stores and the mix of their growth targets, but too often they result respects the same from one country to
merchandise, what would be the ultimate in customer aggravation, dissatisfaction, another. Attracted by such high-profile
format? What impact would it have on and desertion. So, how can you tell examples of success, these companies
their advertising strategy? How could which activities are brilliant moves and want to globalize their own brands. But
they retain their contractor business which are long-term losers? The answer that's a risky path to follow, according to
which had been the mainstay of their is in a question that companies must ask David Aaker and Erich Joachimsthaler.
operation since the 1950s. In addition, their customers: Would you recommend Why? Because creating strong global
how should they emphasize in their us to a friend? In this practical, brands takes global brand leadership. It
advertising: wide selection, good interactive, 90-minute virtual seminar, can't be done simply by edict from on
service, and everyday attractive prices. Reichheld will explain how the answer to high. Specifically, companies must use
organizational structures, processes, luxury products can generate high telecommunications firm seeking to
and cultures to allocate brand-building volumes despite their relatively high penetrate the corporate-account market.
resources globally, to create global prices. As a result, companies at the Among the issues are: 1) coordination
synergies, and to develop a global brand new-luxury forefront are achieving levels of field sales efforts with national
strategy that coordinates and leverages of profitability and growth beyond the account selling efforts; 2) sales strategy
country brand strategies. Aaker and reach of their conventional competitors. for major accounts; and 3) core sales-
Joachimsthaler offer four prescriptions Industry Setting: Consumer products management decisions: the selection of
for companies seeking to achieve global Subjects: Consumer marketing; account teams, demarcation of account
brand leadership. First, companies must Marketing planning; Marketing strategy responsibilities, compensation plans,
stimulate the sharing of insights and best Length: 10p and training issues.
practices across countries--a system in NEW Geographic Setting: United States
which "it won't work here" attitudes can Industry Setting: Telecommunications
be overcome. Second, companies 587116 industry
should support a common global brand- Title: MCI Communications Corp.: Company Size: large
planning process, one that is consistent National Accounts Program Gross Revenues: $2.5 billion revenues
across markets and products. Third, they Author(s): Cespedes, Frank V. Subjects: Marketing management;
should assign global managerial Publication Date: 01/14/1987 Marketing organization; Marketing
responsibility for brands in order to Revision Date: 03/06/1987 strategy; Organizational problems; Sales
create cross-country synergies and to Product Type: Case (Field) management; Sales organization; Sales
fight local bias. And fourth, they need to Abstract: Jonathan Crane has been strategy; Telecommunications
execute brilliant brand-building vice president for a relatively new Length: 18p
strategies. Before stampeding blindly National Accounts Program (NAP) at
toward global branding, companies need MCI, a telecommunications firm that has 582106
to think through the systems they have traditionally competed as a discount Title: MCI Telecommunications Corp.
in place. Otherwise, any success they long-distance voice provider but (A): Corporate and Marketing Strategy
achieve is likely to be random--and that's increasingly finds it necessary to Author(s): Cady, John F.; Cespedes,
a fail-safe recipe for mediocrity. penetrate the market for advanced voice Frank V.
Subjects: Brands; Globalization; and data services among large Publication Date: 02/23/1982
International marketing; Marketing corporate accounts. After six months on Revision Date: 05/20/1992
management; Marketing planning; the job, Crane is preparing for a review Product Type: Case (Field)
Marketing strategy; Multinational of NAP with MCI's senior management Abstract: Describes MCI's marketing
corporations and is also attempting to handle a strategy for competing in the fast-
Length: 8p variety of specific account problems. growing, long distance sector of the
Among the issues are: 1) coordination telecommunications market. The firm
R0304C of field sales efforts by MCI's divisions has doubled in size and profits each year
Title: Luxury for the Masses with NAP marketing efforts, 2) sales from 1979 to 1981. In 1982, sales are
Author(s): Silverstein, Michael J.; Fiske, strategy for major accounts, and 3) projected to double and profits triple. A
Neil management of resource-allocation principal issue addressed in the case is
Publication Date: 04/01/2003 procedures for NAP efforts. More how MCI can best develop new services
Product Type: Harvard Business generally, the case concerns issues to continue its exceptional performance.
Review Article raised in managing a company-wide May be used with: (582108) MCI
Abstract: There is a new class of marketing program in the context of a Telecommunications Corp. (B):
American consumer and a new category decentralized organization. Customer Service Strategy and
of products and services has sprung into Geographic Setting: United States Organization; (585097) MCI
being to cater to it: new luxury. Industry Setting: Telecommunications Telecommunications Corp. (C): Data
America's middle-market consumers are industry Communications Market Opportunity
trading up to higher levels of quality and Company Size: large Assessment.
taste than ever before. Members of the Gross Revenues: $2.5 billion revenues Geographic Setting: United States
middle market (those earning $50,000 Subjects: Marketing implementation; Industry Setting: Telecommunications
and above annually) collectively have Marketing management; Marketing industry
around $3.5 trillion of disposable organization; Marketing strategy; Sales Gross Revenues: $250 million assets
income. And they will pay premiums of management; Sales strategy; Subjects: Marketing strategy;
20% to 200% for well-designed, well- Telecommunications Telecommunications
engineered, and well-crafted goods that Length: 26p Length: 19p
can't be found in the mass middle Supplementary Materials: Teaching Supplementary Materials: Supplement
market and that have the artisanal Note, (591059), 17p, by Frank V. (Field), (582107), 3p, by John F. Cady,
touches of traditional luxury items. Cespedes Frank V. Cespedes; Supplement
Supply-side forces are essential to the (Library), (582139), 3p, by John F. Cady,
rise of new luxury. Like the consumers of 593044 Frank V. Cespedes; Supplement (Note),
their goods, entrepreneurs are better Title: MCI Communications Corp.: (584085), 2p, by John F. Cady; Teaching
educated and more sophisticated about National Accounts Program Note, (584057), 12p, by John F. Cady
their customers than ever before. In (Condensed)
addition, global sourcing, falling trade Author(s): Cespedes, Frank V. 582107
barriers and transportation costs, and Publication Date: 10/16/1992 Title: MCI Telecommunications Corp.
rising offshore manufacturing standards Revision Date: 10/28/1993 (A1)
are making possible the economical Product Type: Case (Field) Author(s): Cady, John F.; Cespedes,
production of alluring products of high Abstract: Concerns the early stages of Frank V.
quality. Unlike old-luxury goods, new- a major-account program at MCI, a Publication Date: 02/23/1982
Product Type: Supplement (Field) Geographic Setting: United States represents both a significant opportunity,
Abstract: Supplements the (A) case. Industry Setting: Telecommunications and different field marketing
Must be used with: (582106) MCI industry requirements, for MCI. This case
Telecommunications Corp. (A): Gross Revenues: $250 million assets concerns a division's attempts to
Corporate and Marketing Strategy. Subjects: Customer service; Marketing improve Vision's sales in 1991. Options
Industry Setting: Telecommunications organization; Marketing strategy; Sales being considered range from revised
industry organization; Strategic market planning; pricing policies to new customer and
Subjects: Antitrust laws; Competition; Telecommunications salesforce promotions. Illustrates issues
Marketing strategy; Regulation; Strategic Length: 28p concerning the nature of inter-product
market planning; Telecommunications Supplementary Materials: Teaching competition for field sales time and
Length: 3p Note, (585004), 23p, by John F. Cady attention, and the coordination issues
that arise between corporate and field
582139 588069 marketing units. More generally, the
Title: MCI Telecommunications Corp. Title: MCI Telecommunications Corp.: cases are a good vehicle for discussing
(A2) VNET (B) 1) product-sales-service linkages in a
Author(s): Cady, John F.; Cespedes, Author(s): Cespedes, Frank V.; King, rapidly changing business and in a
Frank V. Jon E. company with few formal barriers
Publication Date: 05/13/1982 Publication Date: 04/20/1988 between these functions, and 2) issues
Product Type: Supplement (Library) Product Type: Supplement (Field) involved in introducing new products and
Abstract: Supplements the (A) case. Abstract: Supplements the (A) case. new selling strategies where field
Must be used with: (582106) MCI Must be used with: (588068) MCI applications development is a key task.
Telecommunications Corp. (A): Telecommunications Corp.: VNET (A). Geographic Setting: United States
Corporate and Marketing Strategy. Industry Setting: Telecommunications Industry Setting: Telecommunications
Industry Setting: Regulated industries; industry industry
Telecommunications industry Subjects: Industrial markets; Company Size: large
Subjects: Marketing strategy; Regulated Management accounting; Marketing Gross Revenues: $7 billion revenues
industries; Strategic market planning; implementation; Marketing management; Subjects: Marketing implementation;
Telecommunications Sales management; Sales strategy; Marketing management; Marketing
Length: 3p Telecommunications strategy; Organizational design; Product
Length: 2p management; Sales management;
Supplementary Materials: Teaching Telecommunications
584085
Note, (591064), 12p, by Frank V. Length: 24p
Title: MCI Telecommunications Corp.
Cespedes Supplementary Materials: Supplement
(A3)
(Field), (592084), 3p, by Frank V.
Author(s): Cady, John F.
Cespedes, Laura Goode; Supplement
(Field), (592085), 2p, by Frank V.
Product Type: Supplement (Note) Title: MCI Telecommunications Corp.:
Cespedes, Laura Goode; Teaching
Abstract: Supplements the (A) case. VNET (C)
Note, (593066), 18p, by Frank V.
Must be used with: (582106) MCI Author(s): Cespedes, Frank V.; King,
Cespedes
Telecommunications Corp. (A): Jon E.
Corporate and Marketing Strategy. Publication Date: 04/20/1988
Industry Setting: Telecommunications Product Type: Supplement (Field) 594057
industry Abstract: Supplements the (A) case. Title: MCI Vision (A) (Condensed)
Subjects: Deregulation; Marketing Must be used with: (588068) MCI Author(s): Cespedes, Frank V.
strategy; Strategic market planning; Telecommunications Corp.: VNET (A). Publication Date: 10/27/1993
Telecommunications Industry Setting: Telecommunications Revision Date: 02/17/1995
Length: 2p industry Product Type: Case (Field)
Subjects: Industrial markets; Abstract: Concerns the development,
Management accounting; Marketing introduction, and first-year sales
582108
implementation; Marketing management; performance of Vision, a
Title: MCI Telecommunications Corp.
Sales management; Sales strategy; telecommunications service aimed at
(B): Customer Service Strategy and
Telecommunications small- and medium-sized businesses.
Organization
Length: 4p Introduced in 1990, Vision surpassed
Author(s): Cady, John F.; Cespedes,
Supplementary Materials: Teaching goals in that year, but was significantly
Frank V.
Note, (591064), 12p, by Frank V. below target in the first quarter of 1991.
Cespedes A divisional vice president must analyze
the situation and recommend
Abstract: Describes MCI's explosive
appropriate actions.
growth in the residential segment of the 592083
long distance telecommunication market. Title: MCI Vision (A)
Industry Setting: Telecommunications
Focuses on two related issues: the Author(s): Cespedes, Frank V.; Goode,
industry
relative emphasis MCI put on customer Laura
Company Size: large
service and sales, and the organizational Publication Date: 02/10/1992
structure for customer service. May be Revision Date: 12/11/1992
used with: (582106) MCI Product Type: Case (Field)
Subjects: Marketing implementation;
Telecommunications Corp. (A): Abstract: This case series focuses on
Marketing management; Marketing
Corporate and Marketing Strategy; divisional marketing and sales efforts
strategy; Organizational design; Product
(585097) MCI Telecommunications concerning Vision, a new
management; Sales management;
Corp. (C): Data Communications telecommunication product intended for
Telecommunications
Market Opportunity Assessment. the small business marketplace. Vision
Length: 21p Royce brand with its imposing radiator response to the problems presented in
Supplementary Materials: Teaching grille and elegant Flying Lady hood the case, in which the introduction of a
Note, (593066), 18p, by Frank V. ornament. Grossmann knew he would new line of men's toiletries is considered.
Cespedes have to carefully develop a new strategic Must be used with: (581154) MEM Co.,
marketing plan to reposition MD Motors. Inc.
592084 Geographic Setting: Hong Kong Industry Setting: Consumer products
Title: MCI Vision (B) Industry Setting: Automotive industry Subjects: Advertising strategy;
Author(s): Cespedes, Frank V.; Goode, Subjects: Asia; Automobiles; Brand Consumer goods; Marketing
Laura management; Loyalty; Market management; Marketing planning; New
Publication Date: 02/10/1992 positioning; Market segmentation; product marketing
Revision Date: 12/03/1992 Restructuring Length: 16 min
Product Type: Supplement (Field) Length: 14p List Price: $150.00
Abstract: Supplements the (A) case. Supplementary Materials: Teaching
Designed as an in-class handout. Must Note, (HKU035), 9p, by Julie Yu, Maria 502S30
be used with: (592083) MCI Vision (A). J. Cascales Title: MEM Co., Inc.: English Leather,
Industry Setting: Telecommunications Spanish Version
industry 503S13 Author(s): Cespedes, Frank V.; Goode,
Subjects: Marketing implementation; Title: MEM Co., Inc., Spanish Version Laura
Marketing management; Marketing Author(s): Quelch, John A. Publication Date: 08/09/2002
strategy; Organizational design; Product Publication Date: 05/01/1981 Product Type: LACC Case
management; Sales management; Revision Date: 05/14/1985 Abstract: In 1992, the president of MEM
Telecommunications Product Type: LACC Case (a producer of personal care products,
Length: 3p Abstract: The President of MEM Co., including men's fragrances) is
Supplementary Materials: Teaching Inc. is assessing the proposed considering a redeployment of field sales
Note, (593066), 18p, by Frank V. introduction of a new line of men's efforts and changes in sales
Cespedes toiletries. He also must determine the compensation policies. Any changes,
best distribution channels and the size of moreover, must be made in the context
592085 the product's advertising budget. of strategic decisions concerning English
Title: MCI Vision (C) Geographic Setting: New Jersey Leather, the firm's major product line.
Author(s): Cespedes, Frank V.; Goode, Industry Setting: Personal care The case provides data concerning
Laura products consumer behavior and attitudes in the
Publication Date: 02/10/1992 Gross Revenues: $60 million sales product category, as well as information
Product Type: Supplement (Field) Subjects: Consumer goods; Marketing concerning how changes in competition
Abstract: Supplements the (A) case. management; New product marketing and distribution channels affect the
Designed as an in-class handout. Must Length: 16p brand. Teaching Purpose: A decision-
be used with: (592083) MCI Vision (A). oriented case, MEM is a good vehicle for
Industry Setting: Telecommunications 581154 discussing factors altering marketing and
industry Title: MEM Co., Inc. sales tasks at many consumer goods
Subjects: Marketing implementation; Author(s): Quelch, John A. firms. Factors relevant to the decisions in
Marketing management; Marketing Publication Date: 05/01/1981 this case include: concentration of key
strategy; Organizational design; Product Revision Date: 05/14/1985 trade channels, revised buying criteria in
management; Sales management; Product Type: Case (Field) important channels, and their impact on
Telecommunications Abstract: The President of MEM Co., required marketing-sales interaction at
Length: 2p Inc. is assessing the proposed MEM.
Supplementary Materials: Teaching introduction of a new line of men's Geographic Setting: United States
Note, (593066), 18p, by Frank V. toiletries. He also must determine the Industry Setting: Personal care
Cespedes best distribution channels and the size of products
the product's advertising budget. Company Size: mid-size
Geographic Setting: New Jersey Gross Revenues: $58 million revenues
HKU034
Industry Setting: Personal care Subjects: Consumer goods; Marketing
Title: MD Motors
products implementation; Marketing management;
Author(s): Yu, Julie; Cascales, Maria J.
Gross Revenues: $60 million sales Marketing organization; Marketing
Subjects: Consumer goods; Marketing strategy; Product management; Sales
management; New product marketing management
Publisher: University of Hong Kong
Abstract: In July 1998, Holger
Grossmann, managing director of MD Supplementary Materials: Teaching
Motors, was both surprised and Note, (583014), 13p, by John A. Quelch; 593035
concerned. He had just learned that Case Video, (882550), 16 min, by John Title: MEM Co., Inc.: English Leather
although Volkswagen AG had recently A. Quelch Author(s): Cespedes, Frank V.; Goode,
bought Rolls-Royce Motor Cars Ltd. in Laura
the United Kingdom, Bayerische 882550 Publication Date: 09/28/1992
Motoren Werke AG in Germany had Title: MEM Co., Inc.: Interview with Revision Date: 07/07/1994
acquired exclusive rights to the Rolls- Gay Meyer, Video Product Type: Case (Field)
Royce brand name. In the future, MD Author(s): Quelch, John A. Abstract: In 1992, the president of MEM
Motors, the exclusive agent in Hong Publication Date: 06/07/1982 (a producer of personal care products,
Kong for Rolls-Royce and Bentley motor Product Type: Case Video including men's fragrances) considered
cars, faced the possibility that it would Abstract: The company president a redeployment of field sales efforts and
no longer be able to market the Rolls- describes the decisions he made in changes in sales compensation policies.
Any changes, moreover, must consider Publication Date: 12/07/2007 Publication Date: 01/19/1990
the context of strategic decisions Revision Date: 07/31/2008 Revision Date: 02/15/1990
concerning English Leather, the firm's Product Type: Case (Field) Product Type: Case (Field)
major product line. The case provides Abstract: Selling an intangible like Abstract: MSA has commissioned a
data concerning consumer behavior and advertising services is a difficult task. major market research study to assess
attitudes in the product category, as well The first step is to understand how demand potential for a computer
as information concerning how changes brands buy these services. What are software system designed for aerospace
in competition and distribution channels they looking for? What do they need to and defense contractors. Students must
affect the brand. learn? How do they go about assessing evaluate the results of the study
Geographic Setting: United States things like creativity, trust, and loyalty? (including a conjoint analysis) to assess
Industry Setting: Personal care This set of cases puts the students into whether MSA should invest in R&D to
products the roles of the seller (an advertising upgrade the technology or build a sales
Company Size: mid-size agency named Butler, Shine, Stern and organization.
Gross Revenues: $58 million revenues Partners) and the buyer (MINI USA) and Geographic Setting: United States
Subjects: Consumer goods; Marketing asks them to develop a sales strategy Industry Setting: Software industry
implementation; Marketing management; and a buying strategy for advertising Company Size: mid-size
Marketing organization; Marketing services. As outlined in the (B) case, the Gross Revenues: $250 million
strategy; Product management; Sales agency developed an intriguing and revenues
management original approach to assessing the Subjects: Market analysis; Market
Length: 27p intangibles and students are asked to research; Models; Product design;
Supplementary Materials: Teaching react to it from a sales perspective and Product introduction; Software; Tradeoff
Note, (593119), 18p, by Frank V. to attempt to generalize the approach to analysis
Cespedes other sales domains. May be used with: Length: 31p
(9-508-043) Butler, Shine, Stern & Supplementary Materials: Teaching
508041 Partners; (508041) MINI USA: Finding Note, (592102), 12p, by Robert J. Dolan
Title: MINI USA: Finding a New a New Advertising Agency (A).
Advertising Agency (A) Industry Setting: Automotive industry HKU722
Author(s): Godes, David B. Number of Employees: 106,000 Title: MTR: Strategic Challange of
Publication Date: 12/07/2007 Gross Revenues: 49 B Euros Entrenching Locally While Expanding
Revision Date: 07/31/2008 Event Year Start: 2005 Globally
Product Type: Case (Field) Event Year End: 2005 Author(s): Farhoomand, Ali; Ho, Emily
Abstract: Selling an intangible like Subjects: NO Publication Date: 11/23/2005
advertising services is a difficult task. SUBJECTS(KEYWORDS) Product Type: Case (Field)
The first step is to understand how Length: 8p Publisher: University of Hong Kong
brands buy these services. What are Year New: 2007 Abstract: The MTR Corporation Limited,
they looking for? What do they need to the semi-privatised railway company in
learn? How do they go about assessing KEL099 Hong Kong, was transforming itself from
things like creativity, trust, and loyalty? Title: MRT Micro: The CardioScope a local transportation company to
This set of cases puts the students into Author(s): Sawhney, Mohanbir; Hill, become a global player. Despite MTR's
the roles of the seller (an advertising Benjamin; Miller, John; Nylund, Peter; proven rail-property model in Hong
agency named Butler, Shine, Stern and Robbins, West; Wharton, Richard; Borut- Kong, the company was faced with a
partners) and the buyer (MINI USA) and Zaslavoglou, Severine new set of economic, cultural, regulatory
asks them to develop a sales strategy Publication Date: 01/01/1996 and operational challenges abroad,
for advertising services. As outlined in Product Type: Case (Field) particularly in China and Europe where it
the (B) case, the agency developed an Abstract: Jan Bakke, founder and was expanding into. This case illustrated
intriguing and original approach to chairman of Norway-based MRT, was the growth model of a local company
assessing the intangibles and students planning the U.S. market entry strategy during internationalisation and analysed
are asked to react to it from a sales for CardioScope--its electrocardiograph the trade-offs of different strategic
perspective and to attempt to generalize system. How could MRT get a foothold decisions when entering into new
the approach to other sales domains. in the U.S. market against competitors markets.
May be used with: (508042) MINI USA: who had been around for 50 years? How Geographic Setting: Hong Kong
Finding a New Advertising Agency (B); could he ensure that MRT would be able Industry Setting: Railroad
(9-508-043) Butler, Shine, Stern & to defend itself once it entered the Subjects: NO
Partners. market? What segments should it target, SUBJECTS(KEYWORDS)
Industry Setting: Automotive industry and how should it position itself? Length: 32p
Number of Employees: 106,000 Geographic Setting: Norway; United Supplementary Materials: Teaching
Gross Revenues: 49 B Euros States Note, (HKU723), 12p, by Ali
Event Year Start: 2005 Industry Setting: Health care industry; Farhoomand, Emily Ho
Event Year End: 2005 Medical equipment & device industry Year New: 2008
Subjects: NO Subjects: NO
SUBJECTS(KEYWORDS) SUBJECTS(KEYWORDS) 585101
Length: 21p Length: 21p Title: Macon Prestressed Concrete Co.,
Year New: 2007 Year New: 2006 Inc. (A, B, & C Condensed)
508042 590069 Spence, Shirley M.
Title: MINI USA: Finding a New Title: MSA: The Software Company-- Publication Date: 10/10/1984
Advertising Agency (B) Planning the AMAPs Product Line Product Type: Case (Field)
Author(s): Godes, David B. Author(s): Dolan, Robert J. Abstract: This condensed version of the
Macon Prestressed Concrete Co. series British public has been down this road, products. The real risk to the brand,
is intended for use in the marketing as have foreign consumers of British Ferguson asserts, is the potential loss of
systems and policies section of a products. The real risk to the brand, its high-class cachet--not its national
marketing implementation course. It Ferguson asserts, is the potential loss of identity. Fashion reporter Dana Thomas
provides background information on the its high-class cachet--not its national argues that by broadening their markets
prestressed concrete industry, describes identity. Fashion reporter Dana Thomas beyond the super wealthy, luxury brands
a sales and marketing audit conducted argues that by broadening their markets have made themselves vulnerable to
by a consulting firm, and a follow-up beyond the super wealthy, luxury brands economic fluctuations. Cutting costs by
study by the same consulting firm to have made themselves vulnerable to moving production offshore is inevitable,
design a new marketing and sales economic fluctuations. Cutting costs by so Castlebridge should, with
control system for Macon. moving production offshore is inevitable, characteristic British candor, come clean
Geographic Setting: Southeastern so Castlebridge should, with about it. If the firm shines light on its
United States characteristic British candor, come clean native roots and its international
Industry Setting: Cement industry about it. If the firm shines light on its production, it could establish a winning
Company Size: small native roots and its international reputation as a truly modern, global
Gross Revenues: $20 million sales production, it could establish a winning brand. Dov Seidman, CEO of LRN, takes
Subjects: Building materials industry; reputation as a truly modern, global issue with how Castlebridge has gone
Consulting; Cost accounting; Information brand. Dov Seidman, CEO of LRN, about the shift to offshore production. In
systems; Marketing implementation; takes issue with how Castlebridge has a world where reputation matters more
Marketing information systems; Sales gone about the shift to offshore than ever, the firm can't just outperform
management production. In a world where reputation competitors. It must "outbehave" them,
Length: 37p matters more than ever, the firm can't by keeping its promises and acting in a
Supplementary Materials: Teaching just outperform competitors. It must principled manner. Seidman advises the
Note, (585161), 15p, by Thomas V. "outbehave" them, by keeping its company to rediscover and recommit to
Bonoma, Shirley M. Spence promises and acting in a principled the core values that have brought it this
manner. Seidman advises the company far. Writer and consultant Gill Corkindale
579102 to rediscover and recommit to the core looks inside Castlebridge, focusing on
Title: Macy's California values that have brought it this far. the staff that will stay on as the company
Author(s): Malone, Claudine B.; Parpia, Writer and consultant Gill Corkindale restructures. She recommends a trust-
Manu looks inside Castlebridge, focusing on building people strategy, modeled by the
Publication Date: 11/01/1978 the staff that will stay on as the company CEO, which emphasizes forthright
Revision Date: 12/13/1989 restructures. She recommends a trust- communication from management, as
Product Type: Case (Field) building people strategy, modeled by the well as genuine solicitation of, and
Abstract: Discusses the issues pro and CEO, which emphasizes forthright response to, the opinions of employees.
con eliminating the home furnishings communication from management, as Geographic Setting: Great Britain;
department from the Macy's store now well as genuine solicitation of, and Japan
under construction in Reno. response to, the opinions of employees. Industry Setting: Luxury goods
Geographic Setting: San Francisco, May be used with: (R0711X) Mad About Subjects: NO
CA; Reno, NV Plaid (HBR Case Study). SUBJECTS(KEYWORDS)
Industry Setting: Retail industry Geographic Setting: Great Britain; Length: 9p
Company Size: large Japan Year New: 2007
Gross Revenues: $1.66 billion sales Industry Setting: Luxury goods
Subjects: Department stores; Furniture; Subjects: NO R0711X
Product lines; Retailing SUBJECTS(KEYWORDS) Title: Mad About Plaid (HBR Case
Length: 25p Length: 5p Study)
Supplementary Materials: Teaching Year New: 2007 Author(s): Kirby, Julia
Note, (591113), 6p, by Walter J. Salmon, Publication Date: 11/01/2007
David Wylie R0711A Product Type: Harvard Business
Title: Mad About Plaid (HBR Case Review Article
R0711Z Study and Commentary) Abstract: Castlebridge & Company, a
Title: Mad About Plaid (Commentary for Author(s): Kirby, Julia; Ferguson, Niall; maker of high-quality outerwear, is a
HBR Case Study) Thomas, Dana; Seidman, Dov; century-old British institution. Its
Author(s): Kirby, Julia; Ferguson, Niall; Corkindale, Gill headquarters remain in London, but
Thomas, Dana; Seidman, Dov; Publication Date: 11/01/2007 most of its manufacturing has moved
Corkindale, Gill Product Type: Harvard Business offshore. With the last domestic factory
Publication Date: 11/01/2007 Review Article slated to close, the firm's executives
Product Type: Harvard Business Abstract: Castlebridge & Company, a struggle to preserve the "Britishness" of
Review Article maker of high-quality outerwear, is a the brand. For historian Niall Ferguson,
Abstract: Castlebridge & Company, a century-old British institution. Its the plant closure is a logical step. The
maker of high-quality outerwear, is a headquarters remain in London, but British public has been down this road,
century-old British institution. Its most of its manufacturing has moved as have foreign consumers of British
headquarters remain in London, but offshore. With the last domestic factory products. The real risk to the brand,
most of its manufacturing has moved slated to close, the firm's executives Ferguson asserts, is the potential loss of
offshore. With the last domestic factory struggle to preserve the "Britishness" of its high-class cachet--not its national
slated to close, the firm's executives the brand. For historian Niall Ferguson, identity. Fashion reporter Dana Thomas
struggle to preserve the "Britishness" of the plant closure is a logical step. The argues that by broadening their markets
the brand. For historian Niall Ferguson, British public has been down this road, beyond the super wealthy, luxury brands
the plant closure is a logical step. The as have foreign consumers of British have made themselves vulnerable to
economic fluctuations. Cutting costs by various perspectives: that of the MD of Bouygues, the leading builder of new
moving production offshore is inevitable, a sporting goods company compared to single family homes in France. Due to
so Castlebridge should, with the MD of some other consumer product recession, the company's sales are
characteristic British candor, come clean for example. May be used with: forecast to be flat and adjustments may
about it. If the firm shines light on its (588051) John Hancock Financial need to be made in the marketing and
native roots and its international Services: Sports Sponsorship. selling mix.
production, it could establish a winning Geographic Setting: United States Geographic Setting: France
reputation as a truly modern, global Industry Setting: Sports industry Industry Setting: Construction industry;
brand. Dov Seidman, CEO of LRN, Subjects: Consumer marketing; Health; Housing industry
takes issue with how Castlebridge has Management of crises; Marketing Company Size: mid-size
gone about the shift to offshore management; Marketing strategy Gross Revenues: $300 million
production. In a world where reputation Length: 2p revenues
matters more than ever, the firm can't Subjects: Brands; Construction; Direct
just outperform competitors. It must 588006 marketing; France; Marketing planning
"outbehave" them, by keeping its Title: The Magic Matrix: Products and Length: 21p
promises and acting in a principled Accounts Supplementary Materials: Teaching
manner. Seidman advises the company Author(s): Shapiro, Benson P. Note, (594073), 12p, by John A. Quelch
to rediscover and recommit to the core Publication Date: 11/16/1987
values that have brought it this far. Product Type: Note 599121
Writer and consultant Gill Corkindale Abstract: Describes an interfunctional Title: Major League Baseball--1999
looks inside Castlebridge, focusing on approach to product mix management Author(s): Greyser, Stephen A.; Smyth,
the staff that will stay on as the company and account selection. The approach Elizabeth E.
restructures. She recommends a trust- uses a matrix of products and accounts. Publication Date: 06/25/1999
building people strategy, modeled by the Also describes the concepts and Product Type: Case (Library)
CEO, which emphasizes forthright implementation of the approach. Abstract: Major League Baseball (MLB)
communication from management, as Subjects: Control systems; Customer has experienced a very positive 1998
well as genuine solicitation of, and relations; Interdepartmental relations; season and must assess its situation
response to, the opinions of employees. Marketing planning; Product and consider new initiatives for 1999.
May be used with: (R0711Z) Mad About management; Profitability analysis The latter include building, a fan base,
Plaid (Commentary for HBR Case Length: 12p television coverage, etc.
Study). Geographic Setting: United States
Geographic Setting: Great Britain; Industry Setting: Sports industry
503S77
Japan Subjects: Consumer marketing; Sports
Title: Maison Bouygues, Spanish
Industry Setting: Luxury goods Length: 3p
Version
Subjects: NO
Author(s): Quelch, John A.; Conley,
SUBJECTS(KEYWORDS)
Greg 599023
Length: 5p
Publication Date: 01/06/1992 Title: Major League Soccer--1996-98:
Year New: 2007
Revision Date: 03/10/1993 Now, Later...Never?
Product Type: LACC Case Author(s): Greyser, Stephen A.;
592057 Abstract: The vice president of Goldman, Kirk
Title: Magic Johnson: Endorsements marketing is reviewing the 1991 Publication Date: 12/16/1998
"After"...? marketing plan and budget for Maison Revision Date: 08/17/2004
Author(s): Greyser, Stephen A.; Schille, Bouygues, the leading builder of new Product Type: Case (Library)
Wendy single family homes in France. Due to Abstract: Major League Soccer (MLS)
Publication Date: 11/11/1991 recession, the company's sales are has entered the U.S. "big league" sports
Product Type: Case (Library) forecast to be flat and adjustments may arena. This case reviews its first several
Abstract: On Thursday, November 7, need to be made in the marketing and years. Students must determine the
1991, Los Angeles Lakers star Earvin selling mix. basic business model of MLS in the
"Magic" Johnson announced his Geographic Setting: France context of changes in the fan acceptance
retirement from basketball in the wake of Industry Setting: Construction industry; of soccer in the United States. A
having tested positive for HIV, the virus Housing industry comparison should be made with the
that causes AIDS. Magic Johnson was Company Size: mid-size experience of the North American
one of the most popular figures in sports, Gross Revenues: $300 million Soccer League. Students must assess
both nationally and internationally. revenues the progress made by MLS in each of its
Among the many affected by Johnson's Subjects: Brands; Construction; Direct early seasons. Several new (1998)
sudden retirement were his commercial marketing; France; Marketing planning issues for MLS are included for further
sponsors, a group of companies Length: 24p student discussion. The ultimate
comprising both sporting goods and question is whether MLS can be
other consumer products. The case successful long-term.
592059
looks at the situation through the lens of Geographic Setting: United States
Title: Maison Bouygues
the sponsors. Should they retain their Industry Setting: Professional sports
Author(s): Quelch, John A.; Conley,
association with Johnson? If so, for how teams & organizations; Soccer
Greg
long and in what ways? Provides Subjects: Marketing management;
students with the opportunity to put Marketing strategy; Sports
themselves in the shoes of a marketing Length: 11p
director, faced with the sudden reversal Year New: 2004
Abstract: The vice president of
of fortune of one of the company's key
marketing is reviewing the 1991
endorsers. Allows for role playing from
marketing plan and budget for Maison
82305 formula for placing sound psychological SUBJECTS(KEYWORDS)

Title: Major Sales: Who Really Does analyses magically in the sales staff's Length: 13p
the Buying? hands. However, the author offers three List Price: $6.50
Author(s): Bonoma, Thomas V. guidelines--make sure that sales calls Year New: 2006
Publication Date: 05/01/1982 are highly productive and informative,
Product Type: Harvard Business listen to the sales force, and reward 3447
Review Article rigorous fact gathering, analysis, and Title: Make Sure All Your Products Are
Abstract: Seemingly well-planned, well- execution--to help managers increase Profitable, 2nd Edition (HBR Article
executed selling strategies may fail if sales effectiveness. Collection)
management does not understand the Industry Setting: Computer industry; Author(s): Christensen, Clayton M.;
human side of selling. Marketing Telecommunications industry Cook, Scott; Hall, Taddy; Quelch, John
managers can get at the human factors Subjects: NO A.; Kenny, David; Gottfredson, Mark;
of purchasing decisions by answering SUBJECTS(KEYWORDS) Aspinall, Keith; Rust, Roland T.;
four questions: who is in the buying Length: 13p Thompson, Debora Viana; Hamilton,
center; who are the powerful buyers; Year New: 2006 Rebecca W.
what does each buying-center member Publication Date: 02/01/2006
want; and how do they perceive us? 1004 Product Type: HBR OnPoint Collection
Sales managers should listen to the Title: Major Sales: Who Really Does Abstract: Most new products don't
sales force, emphasize homework and the Buying? (HBR OnPoint Enhanced generate the expected profits. Why? We
details, and make productive sales calls Edition) develop them to suit the "needs" of
the norm. May be used with: (596112) Author(s): Bonoma, Thomas V. statistically average customers--not real
SaleSoft, Inc. (A). Publication Date: 07/01/2006 human beings--so consumers reject
Subjects: Sales management; Sales Product Type: HBR OnPoint Article them. We also expect new products to
strategy Abstract: When is a buyer not really a expand category demand. But people
Length: 10p buyer? How can the best product at the don't eat more or shampoo more
lowest price turn off buyers? Are there frequently just because they have more
R0607P anonymous leaders who make the product choices. Increasing the number
Title: Major Sales: Who Really Does actual buying decisions? As these of offerings also introduces costly
the Buying? (HBR Classic) questions suggest, the reality of buying complexity into our operations, shrinking
Author(s): Bonoma, Thomas V. and selling is often not what it seems. margins. Finally, to boost revenues, we
Publication Date: 07/01/2006 What's more, salespeople often overlook keep adding features to products--
Product Type: Harvard Business the psychological and emotional factors making them so difficult to use that
Review Article that figure strongly in buying and selling. customers return them and take their
Abstract: When is a buyer not really a By failing to observe these less tangible business elsewhere. Here's a better
buyer? How can the best product at the aspects of selling, a vendor can lose way: Ask real people what jobs they
lowest price turn off buyers? Are there sales without understanding why. In this want to get done. Then develop offerings
anonymous leaders who make the article, first published in 1982, Bonoma they'll "hire" for those jobs. Build market
actual buying decisions? As these sets up a procedure for analyzing buying share for offerings that account for most
questions suggest, the reality of buying decisions and tells sellers how to apply of your sales. You'll enjoy healthier
and selling is often not what it seems. the resulting framework to specific margins. Introduce product variety only if
What's more, salespeople often overlook situations. Steps in the procedure the resulting costs won't outweigh new
the psychological and emotional factors include the following. First, identify the revenues. And provide a variety of
that figure strongly in buying and selling. actual decision makers. Though it may simpler, easier-to-use products--each
By failing to observe these less tangible come as a surprise, power does not tailored to a particular customer
aspects of selling, a vendor can lose correlate perfectly with organizational segment.
sales without understanding why. In this rank. The author outlines five bases of Subjects: NO
article, first published in 1982, Thomas power and offers six behavioral clues for SUBJECTS(KEYWORDS)
V. Bonoma sets up a procedure for identifying the real decision makers. Length: 49p
analyzing buying decisions and tells Second, determine how buyers view List Price: $17.95
sellers how to apply the resulting their self-interest. All buyers act selfishly, Year New: 2006
framework to specific situations. Steps in but they sometimes miscalculate. As a
the procedure include the following. result, diagnosing motivation is one of 85104
First, identify the actual decision makers. the most difficult management tasks to Title: Make Sure Your Customers Keep
Though it may come as a surprise, do accurately. The author suggests Coming Back
power does not correlate perfectly with several techniques to determine how Author(s): DeBruicker, F. Stewart;
organizational rank. The author outlines buyers choose their own self-interest. Summe, Gregory L.
five bases of power and offers six Third, gather and apply psychological Publication Date: 01/01/1985
behavioral clues for identifying the real intelligence. There is no formula for Product Type: Harvard Business
decision makers. Second, determine placing sound psychological analyses Review Article
how buyers view their self-interest. All magically in the sales staff's hands. Abstract: During a product's evolution to
buyers act selfishly, but they sometimes However, the author offers three maturity, corporate customers inevitably
miscalculate. As a result, diagnosing guidelines--make sure that sales calls change from inexperienced generalists
motivation is one of the most difficult are highly productive and informative, to experienced specialists. The benefits
management tasks to do accurately. The listen to the sales force, and reward customers seek change as well.
author suggests several techniques to rigorous fact gathering, analysis, and Anticipating the patterns of evolution in
determine how buyers choose their own execution--to help managers increase customer decision making is as vital to
self-interest. Third, gather and apply sales effectiveness. success as is the most technically
psychological intelligence. There is no Subjects: NO sophisticated product development
program. difficult to differentiate? Can pure brand (Commentary on HBR Case Study)
Subjects: Customer relations; Product values stand on their own merits without Author(s): Cerny, Keith; Goeser,
management; Sales strategy any references to products? What Louise; Davenport, Thomas H.;
Length: 7p criteria should you use to evaluate Harrington, Barry; Goldsmith, George;
advertising execution? A 2001 ECCH O'Dea, G. Kelly
96206 award winner. Publication Date: 05/01/1996
Title: Make Your Dealers Your Partners Geographic Setting: Europe; Global Product Type: Harvard Business
Author(s): Fites, Donald V. Industry Setting: Telephone industry Review Article
Publication Date: 03/01/1996 Company Size: large Abstract: David Martin, chief operating
Product Type: Harvard Business Subjects: Advertising campaigns; officer of Lexington Labs, was
Review Article Brands; Communication; Europe; apprehensive about the upcoming
Abstract: A decade ago, many Globalization; Scandinavia; meeting with his senior sales executives.
observers predicted Caterpillar's demise. Telecommunications Just a few years earlier, when the
Yet today the company's overall share of Length: 20p pharmaceutical company enjoyed
the world market for construction and Supplementary Materials: Teaching extraordinary success, gatherings with
mining equipment is the highest in its Note, (IMD041), 7p, by Kamran Kashani, the sales force had seemed like
history. And the biggest reason for the Janet Shaner celebrations. But in the past 18 months,
turnaround, writes Caterpillar's chairman NEW sales had begun to fall, as had earnings.
and CEO Donald Fites, has been the And most of the top sales personnel had
company's system of distribution and 83615 begun to focus on their own businesses
product support and the close customer Title: Make the Sales Task Clear as major changes swept through the
relationships it fosters. The backbone of Author(s): Shapiro, Benson P.; Doyle, health care industry. Martin sensed that
that system is Caterpillar's 186 Stephen X. the solution was a system to facilitate the
independent dealers around the world. Publication Date: 11/01/1983 flow of knowledge across borders. Sales
They have played a central role in Product Type: Harvard Business executives needed to share vital
helping the company build close Review Article information about products, customers,
relationships with customers and gain Abstract: A sales task is clear if sales competitors, and selling techniques. But
insights into how it can improve products result from a salesperson's efforts to sell, what kind of system would work best?
and services. if performance feedback is timely, and if Unfortunately, Martin's apprehensions
Industry Setting: Machinery industry that feedback is accurate. Management were justified. The meeting only
Subjects: Customer relations; Customer has four areas in which it must try to be emphasized how fragmented the
service; Distribution planning; Logistics; clear--deployment, account company had become. How can Martin
Machinery; Sales strategy management, information systems, and get Lexington to function as one global
Length: 12p field sales management. The more company? May be used with: (96302X)
specific the account coverage, the Making Local Knowledge Global (HBR
better. Hence, limiting the number of Case Study).
IMD040
accounts for each salesperson is Industry Setting: Pharmaceutical
Title: Make Yourself Heard: Ericsson's
recommended. Field sales managers industry
Global Brand Campaign
can use management by objectives, Subjects: NO
Author(s): Kashani, Kamran
performance appraisal, and monthly SUBJECTS(KEYWORDS)
reviews to encourage their salespeople Length: 12p
to do their work effectively. Year New: 2005
Publisher: IMD - International Institute Subjects: Management by objectives;
for Management Development Motivation; Sales management 96302
Abstract: Ericsson, the Swedish Length: 3p Title: Making Local Knowledge Global
telecommunications products and (HBR Case Study and Commentary)
systems company, is embarking on a F0306D Author(s): Cerny, Keith; Goeser,
first-ever global advertising campaign for Title: Making Cool Brands Hot Louise; Davenport, Thomas H.;
its brand of mobile phones. The idea for Author(s): Blasberg, John; Vishwanath, Harrington, Brooke; Goldsmith, George;
consumer brand building, new to an Vijay O'Dea, G. Kelly
otherwise technology-oriented, industrial Publication Date: 06/01/2003 Publication Date: 05/01/1996
company, has come about as a result of Product Type: Harvard Business Product Type: Harvard Business
developments in the worldwide market Review Article Review Article
for cellular phones: fast growth, entry of Abstract: Consumer-product Abstract: David Martin, chief operating
new consumer segments, declining consultants have analyzed the revenue officer of Lexington Labs, was
product differentiation, and the growing growth of more than 500 major national apprehensive about the upcoming
pressure on prices and margins. The brands and conclude that any brand, meeting with his senior sales executives.
expensive campaign, aiming to cement a regardless of its competitive position, Just a few years earlier, when the
relationship with consumers, is notable can outperform the average for its pharmaceutical company enjoyed
for a total absence of product-related category through aggressive innovation extraordinary success, gatherings with
communication. Under the slogan "Make and promotion. the sales force had seemed like
yourself heard," the ads feature a gallery Subjects: Brand equity; Brand celebrations. But in the past 18 months,
of faces and a range of situations management; Brands; Innovation; sales had begun to fall, as had earnings.
demonstrating the spirit of Marketing strategy; Product positioning And most of the top sales personnel had
communication between people around Length: 2p begun to focus on their own businesses
the world. Some of the issues the case as major changes swept through the
raises are: How do you build a strong health care industry. Martin sensed that
96302Z
brand for a product that is increasingly the solution was a system to facilitate the
Title: Making Local Knowledge Global
flow of knowledge across borders. Sales apprehensive about the upcoming Abstract: The most profitable industrial
executives needed to share vital meeting with his senior sales executives. companies are successful not because
information about products, customers, Just a few years earlier, when the they have the lowest costs but because
competitors, and selling techniques. But pharmaceutical company enjoyed they outmaneuver their competitors on
what kind of system would work best? extraordinary success, gatherings with price. These companies analyze the way
Unfortunately, Martin's apprehensions the sales force had seemed like pricing works in their industries. With this
were justified. The meeting only celebrations. But in the past 18 months, information, these companies design
emphasized how fragmented the sales had begun to fall, as had earnings. pricing policies that result in extra
company had become. How can Martin And most of the top sales personnel had earnings of millions of dollars. The
get Lexington to function as one global begun to focus on their own businesses normal frequency distribution curve that
company? as major changes swept through the emerges from comparison of orders for a
Industry Setting: Pharmaceutical health care industry. Martin sensed that product to its price is called the price
industry the solution was a system to facilitate band. A series of steps to shift the price
Subjects: HBR Case Discussions; the flow of knowledge across borders. band is a pricing strategy.
Leadership; Pharmaceuticals; Sales Sales executives needed to share vital Subjects: Marketing management;
management information about products, customers, Marketing strategy; Pricing strategy
Length: 12p competitors, and selling techniques. But Length: 11p
what kind of system would work best?
96302X Unfortunately, Martin's apprehensions F00205
Title: Making Local Knowledge Global were justified. The meeting only Title: Making Sense of Scanner Data
(HBR Case Study) emphasized how fragmented the Author(s): Rossi, Peter; DeLurgio, Phil;
Author(s): Cerny, Keith company had become. How can Martin Kantor, David
Publication Date: 05/01/1996 get Lexington to function as one global Publication Date: 03/01/2000
Product Type: Harvard Business company? Five experts offer their Product Type: Harvard Business
Review Article opinions on the issues raised by this Review Article
Abstract: David Martin, chief operating HBR case study. Abstract: A new statistical technique,
officer of Lexington Labs, was Industry Setting: Pharmaceutical called Bayesian shrinkage, can help
apprehensive about the upcoming industry manufacturers better analyze retail sales
meeting with his senior sales executives. Subjects: HBR Case Discussions; data and target marketing programs.
Just a few years earlier, when the Leadership; Pharmaceuticals; Sales Subjects: Market research; Statistical
pharmaceutical company enjoyed management analysis
extraordinary success, gatherings with Length: 16p Length: 2p
the sales force had seemed like List Price: $6.50
celebrations. But in the past 18 months, 84201
sales had begun to fall, as had earnings. 79410 Title: Making Your Marketing Strategy
And most of the top sales personnel had Title: Making Money Through Marketing Work
begun to focus on their own businesses Author(s): Shapiro, Benson P. Author(s): Bonoma, Thomas V.
as major changes swept through the Publication Date: 07/01/1979 Publication Date: 03/01/1984
health care industry. Martin sensed that Product Type: Harvard Business Product Type: Harvard Business
the solution was a system to facilitate Review Article Review Article
the flow of knowledge across borders. Abstract: Companies achieve marketing Abstract: Most companies are able to
Sales executives needed to share vital success by being active in profitable forge a marketing strategy, but have
information about products, customers, markets, concentrating on doing difficulty implementing it. Marketing
competitors, and selling techniques. But important tasks well, and doing these practice has two components: structural
what kind of system would work best? tasks well consistently. The identification and human. There are four levels in the
Unfortunately, Martin's apprehensions of points of leverage in a market structural hierarchy--functions,
were justified. The meeting only depends on the relationship between programs, systems, and policy
emphasized how fragmented the manufacturing and marketing. The directives--and each has its pitfalls. Of
company had become. How can Martin degree of product customization directly 32 companies sampled, those best at
get Lexington to function as one global influences the manufacturing, inventory, marketing practice have a strong sense
company? May be used with: (96302Z) and sales functions. Consistency of of identity and direction, appeal to
Making Local Knowledge Global purpose and strategy in the product, customers (including distributors) in
(Commentary on HBR Case Study). pricing, communication, and marketing unusual ways, have marketing managers
Industry Setting: Pharmaceutical channels yields a synchronized effort who are willing to substitute skills for the
industry which results in a successful formal structure, and see the executives
Subjects: NO production/marketing effort. as more important than the execution
SUBJECTS(KEYWORDS) Subjects: Manufacturing strategy; structure.
Length: 12p Marketing strategy; Product Subjects: Marketing implementation;
Year New: 2005 management Marketing management; Marketing
Length: 7p strategy
4002 Length: 8p
Title: Making Local Knowledge Global 84614
(HBR OnPoint Enhanced Edition) Title: Making Money with Proactive 76209
Author(s): Cerny, Keith Pricing Title: Making the Major Sale
Publication Date: 02/01/2000 Author(s): Ross, Elliot B. Author(s): Shapiro, Benson P.; Posner,
Product Type: HBR OnPoint Article Publication Date: 11/01/1984 Ronald S.
Abstract: David Martin, chief operating Product Type: Harvard Business Publication Date: 03/01/1976
officer of Lexington Labs, was Review Article Product Type: Harvard Business
Review Article force to service a multitude of major States

Abstract: In the last 15 years accounts, assigning a field sales Industry Setting: Software industry
salesmanship has changed, especially manager to one or two accounts for Company Size: small
when one business sells industrial or regional sales management, and having Subjects: Canada; High technology
consumer goods and services to top executives take charge of the large products; Industrial markets; Marketing
another. One-of-a-kind, non repetitive sales. management; Personal selling; Product
sales have increased as mergers and Industry Setting: Chemical industry; lines; Product management
acquisitions, sales of parts of companies Consumer products Length: 18p
and corporate financing have become Subjects: NO Supplementary Materials: Teaching
more prevalent. "Strategic selling" has SUBJECTS(KEYWORDS) Note, (589073), 17p, by Thomas J.
become a meticulously planned, total Length: 11p Kosnik
process, requiring coordination between Year New: 2006
the buyer and seller that identifies the 584037
customer's needs and relates the 2302 Title: Manac Systems: Selling Legal
product to those requirements. Often the Title: Making the Sale Software Systems (A)
selling process requires new Author(s): Lessons, Fifty Author(s): Bonoma, Thomas V.; Kane,
organizational techniques, such as Publication Date: 05/14/2008 Margaret L.
setting up a special sales force, regional Product Type: HBS Press Book Publication Date: 10/12/1983
sales managers, national account Abstract: The Lessons Learned Series: Revision Date: 12/31/1984
groups, or separate divisions. Wondering how the most accomplished Product Type: Case (Field)
Subjects: Sales management; Sales leaders from around the globe have Abstract: Ms. Lynne Verchere,
organization; Sales strategy tackled their toughest challenges? Now president and founder of Manac
Length: 9p you can find out--with Lessons Learned. Systems International Ltd., a small
Concise and engaging, each volume in company that produced and sold
R0607L this new series offers twelve to fourteen software to law firms, needs to formulate
Title: Making the Major Sale (HBR insightful essays by top leaders in a method to successfully sell the
Classic) business, the public sector, and software. Manac's systems are high
Author(s): Shapiro, Benson P.; Posner, academia on the most pressing issues quality; 50 systems have been sold to
Ronald S. they've faced. A crucial resource for date. But, sales are successful only
Publication Date: 07/01/2006 today's busy executive, Lessons when Ms. Verchere has had direct
Product Type: Harvard Business Learned gives you instant access to the involvement in the selling process. The
Review Article wisdom and expertise of the world's company has had consistent employee
Abstract: Many companies today are most talented leaders. Featuring turnover in the sales and marketing
faced with large, complex selling interviews with: Doug Elix, IBM; Dave areas, and so far only these individuals
situations--they sell expensive Balter, BzzAgent; Richard Santulli, have been unable to sell the software
equipment that affects many parts of a NetJets; and David Bell, Interpublic systems. Raises issues of how to sell a
customer's company, they work on sales Group. product with a lengthy buying process to
that may take several years to Subjects: NO organizations that are often resistant to
consummate, or they arrange mergers SUBJECTS(KEYWORDS) change, and allows a detailed "win/loss"
with other organizations. These major Length: 112p analysis to be done on the factors
sales need special handling: They are List Price: $9.95 involved in successful and unsuccessful
more complex than smaller transactions, Year New: 2007 sales attempts.
their potential profit is larger, and they Geographic Setting: Montreal, QC
have a more lasting effect on both buyer 587076 Industry Setting: Software industry
and seller. In this article, first published Title: Manac Systems International Ltd. Gross Revenues: $800,000 revenues
in 1976, the authors develop a Author(s): Kosnik, Thomas J. Subjects: Computer systems;
systematic approach that companies can Publication Date: 10/08/1986 Information services; Marketing
use not only to facilitate the sale but also Revision Date: 01/31/1991 implementation; Marketing management;
to ensure the long-term account Product Type: Case (Field) Sales management
relationship. Their eight-step procedure Abstract: Manac Systems International Length: 26p
shows how to open a contact, "separate is confronting a decision about how best
the suspects from the prospects," to market one of its computer software 87513
develop a profile of a company's needs product lines to small law firms. In the Title: Manage Customers for Profits (Not
and key personnel, justify the purchase past, Manac has focused on traditional Just Sales)
to the buyer, make the sales pitch, personal selling approaches to market Author(s): Shapiro, Benson P.; Rangan,
coordinate company resources, close software products that ran on IBM V. Kasturi; Moriarty, Rowland T., Jr.;
the sale, and maintain the account. minicomputers. With the advent of Ross, Elliot B.
Before they can engage in strategic increasingly powerful microcomputers, Publication Date: 09/01/1987
selling, most companies will have to they now have the opportunity to market Product Type: Harvard Business
revise the makeup of their sales forces a new software product line and must Review Article
according to the kind of sales they want decide how to market it. Should they rely Abstract: Many companies have found
to make, which may include different on personal selling in the channels or that high sales volume does not
types of nonrecurring sales. To help invest heavily in a different marketing automatically mean high profits. Among
solve these more complicated selling program, with advertising, a toll-free the factors that do affect customer
problems, the authors provide telephone line, and a money-back profitability are geography, order size,
organizational guidelines for companies guarantee to get small law firms to order and extra attention to keep the account.
to use in their specific operations. the software direct from Manac? Some customers simply cost more to
Among these are creating a senior sales Geographic Setting: Canada; United serve. Others will pay any price to get a
certain product. If companies want system, and 3) how problems arise. brands together.
profits and not just sales, they should Concludes with specific suggestions on Subjects: NO
start by understanding the differences how to improve the order management SUBJECTS(KEYWORDS)
among their customers. Careful analysis system. Length: 26p
of customers and products will steer Subjects: Interdepartmental relations; List Price: $6.95
sellers into more profitable markets. Order processing; Pricing; Product lines; Year New: 2007
Sellers should: know the exact amount Production scheduling; Profitability
and origin of costs; understand their analysis CMR150
profitability dispersion and set prices Length: 18p Title: Managing Brands for the Long
according to the value customers place Run: Effective Brand Reinforcement
on each product; focus strategy 75205 and Revitalization Strategies
according to their knowledge of Title: Manage Your Sales Force as a Author(s): Keller, Kevin L.
customers and their own strengths; System Publication Date: 04/01/1999
install information and other systems to Author(s): Henry, Porter Product Type: CMR Article
support a chosen strategy; and analyze Publication Date: 03/01/1975 Publisher: California Management
profit dispersion and rethink strategy Product Type: Harvard Business Review
continually. May be used with: (103021) Review Article Abstract: Effective brand management
Internet Customer Acquisition Strategy Abstract: Systems analysis may requires taking a long-term view of
at Bankinter. increase the productivity of a sales marketing decisions. Managing brands
Subjects: Customer relations; Marketing department by revealing the right for the long run involves reinforcing
strategy; Sales management combination of products, the right brands or, if necessary, revitalizing
Length: 8p promotional methods, and the right brands. Reinforcing brands involves
locations. Sales managers implement ensuring innovation in product design,
96402 the system by setting improvement manufacturing, and merchandising and
Title: Manage Marketing by the objectives and then applying output and ensuring relevance in user and usage
Customer Equity Test input variables to determine which imagery. Another critical consideration in
Author(s): Blattberg, Robert C.; control variables need changing. Five reinforcing brands is the consistency of
Deighton, John methods of measuring efficiency are: the marketing support that the brand
Publication Date: 07/01/1996 contribution to profit; return on assets; receives, both in terms of the amount
Product Type: Harvard Business sales cost ratio; market share; and and nature of that support. Revitalizing a
Review Article achievement of company marketing brand, on the other hand, requires either
Abstract: Managers have recently goals. that lost sources of brand equity are
begun to think of good marketing as Subjects: Sales management; Systems recaptured ("a back to basics" approach)
good conversation, as a process of analysis or that new sources of brand equity are
drawing customers into progressively Length: 10p identified and established. Two general
more satisfying relationships with a approaches are possible: expanding the
company. And just as the art of 74512 depth and/or breadth of brand
conversation follows two steps--first Title: Manage the Customer, Not Just awareness by improving brand recall
striking up a conversation with a likely the Sales Force and recognition of consumers during
partner and then maintaining the flow-- Author(s): Shapiro, Benson P. purchase or consumption settings; and
so the new marketing naturally divides Publication Date: 09/01/1974 improving the strength, favorability, and
itself into the work of customer Product Type: Harvard Business uniqueness of brand associations
acquisition and the work of customer Review Article making up the brand image (either in
retention. But how can managers Abstract: Effective sales management terms of existing or new brand
determine the optimal balance between achieves a balance among four key associations).
spending on acquisition and spending on areas: defining the role of personal Subjects: Brand equity; Brand
retention? The authors use decision selling, deploying the sales force, management; Marketing planning;
calculus to approach the large, complex managing the accounts, and Marketing strategy
problem through several smaller, more understanding the selling costs. Length: 24p
manageable questions on the same Because sales depend on the customer,
topic. management's overall concern should BH080
Subjects: Customer relations; Marketing be managing the customer, not the sales Title: Managing Co-Branding Strategies:
management force. Global Brands into Local Markets
Length: 9p Subjects: Customer relations; Personal Author(s): Abratt, Russell; Motlana,
BESTSELLER selling; Sales management Patience
591098 Product Type: Business Horizons
Title: Manage Orders, Satisfy 4854BC Article
Customers, Make Money Title: Managing Brand Loyalty as a Publisher: Business Horizons/Indiana
Author(s): Shapiro, Benson P.; Sviokla, Social Network University
John J.; Rangan, V. Kasturi Author(s): Holt, Douglas B. Abstract: Co-branding is an important
Publication Date: 03/01/1991 Publication Date: 09/15/2004 strategy for the transition of brands. For
Revision Date: 10/25/1991 Product Type: HBS Press Chapter multinational companies with global
Product Type: Note Abstract: This chapter uses the case of brands, it raises the chances of success
Abstract: Describes the total order ESPN to describe the three in local markets. For local firms with
management system with emphasis on: interdependent constituencies of an strong brands, it secures their future
1) symptoms of poor performance, 2) iconic brand, and the distinctive network through foreign investment and access
definition of the order management model of brand loyalty that holds such to technology while maintaining
consumer franchise and loyalty. In this Acquisitions to Brand Rationalization; should be careful not to start with a
review of co-branding and its (2661BC) From Market Segments to choice that is too ambitious for either
relationship to consumer choice Strategic Segments; (270XBC) themselves or their customers to handle.
behavior, two case studies in the food Managing Customer Acquisitions; Subjects: NO
industry lead to a set of guidelines for (2726BC) Enhancing Customer Equity SUBJECTS(KEYWORDS)
managers who want to use a co- Through Add-On Selling; (2750BC) Length: 11p
branding strategy in brand transitions. Market Research: Listen and Learn; Year New: 2007
Subjects: Brands; Marketing (2688BC) From Declining to Growing
management; Marketing strategy Distribution Channels; (2696BC) From 90605
Length: 8p Branded Bulldozers to Global Title: Managing Hybrid Marketing
NEW Distribution Partners. Systems
Subjects: NO Author(s): Moriarty, Rowland T., Jr.;
270XBC SUBJECTS(KEYWORDS) Moran, Ursula H.
Title: Managing Customer Acquisitions Length: 28p Publication Date: 11/01/1990
Author(s): Blattberg, Robert C.; Getz, List Price: $6.95 Product Type: Harvard Business
Gary; Thomas, Jacquelyn S. Year New: 2005 Review Article
Publication Date: 05/23/2001 Abstract: Companies are creating new
Product Type: HBS Press Chapter R0709G hybrid marketing systems that promise
Abstract: All elements of the acquisition Title: Managing Global Accounts to become the dominant marketing
process--from the creation of customer Author(s): Yip, George S.; Bink, Audrey design. These systems offer greater
expectations through advertising or J. M. coverage and reduced costs, but they
promotions to post-purchase customer Publication Date: 09/01/2007 are also hard to manage. Managers can
service--have long-term implications for Product Type: Harvard Business make the task easier with a "hybrid grid,"
the customer-firm relationship. This Review Article a map that illustrates the combination of
chapter provides strategies to help Abstract: Global account management channels and tasks that will optimize
manage these and evaluate how (GAM)--which treats a multinational cost and coverage. Another tool, a
successful the firm is in achieving long- customer's operations as one integrated marketing and sales productivity (MSP)
term customer acquisition. May be used account, with coherent terms for pricing, system, can help managers create
with: (253XBC) From Marketing as a product specifications, and service--has customized channels and service for
Function to Marketing as a proliferated over the past decade. Yet specific customer segments.
Transformational Engine; (2548BC) The according to the authors' research, only Subjects: Information systems;
Marketing Mix; (267XBC) From Brand about a third of the suppliers that have Marketing management; Marketing
Acquisitions to Brand Rationalization; offered GAM are pleased with the strategy
(2661BC) From Market Segments to results. The unhappy majority may be Length: 10p
Strategic Segments; (2718BC) suffering from confusion about when,
Managing Customer Retention; how, and to whom to provide it. Yip, the 590046
(2726BC) Enhancing Customer Equity director of research and innovation at Title: Managing Major Accounts
Through Add-On Selling; (2688BC) Capgemini, and Bink, the head of Author(s): Cespedes, Frank V.
From Declining to Growing Distribution marketing communications at Uxbridge Publication Date: 10/26/1989
Channels; (2696BC) From Branded College, have found that GAM can Product Type: Note
Bulldozers to Global Distribution improve customer satisfaction by 20% or Abstract: Written as an introduction to a
Partners. more and can raise both profits and module in the second-year MBA course,
Subjects: NO revenues by at least 15% within a few Marketing Implementation. Discusses
SUBJECTS(KEYWORDS) years of its introduction. They provide issues encountered in the selling and
Length: 36p guidelines to help companies achieve management of major accounts. The
List Price: $6.95 similar results. The first steps are topics covered include: 1) reasons for
Year New: 2005 determining whether your products or the increasing importance of major
services are appropriate for GAM, account management in sales
2718BC whether your customers want such a management and marketing strategy, 2)
Title: Managing Customer Retention program, whether those customers are a framework for account selection, 3) a
Author(s): Blattberg, Robert C.; Getz, crucial to your strategy, and how GAM review of concepts useful in analyzing
Gary; Thomas, Jacquelyn S. might affect your competitive advantage. buying behavior in major-account sales
Publication Date: 05/23/2001 If moving forward makes sense, the situations, 4) an overview of stages in
Product Type: HBS Press Chapter authors' exhibit, "A Scorecard for the development of buyer-seller
Abstract: Although initial promotions Selecting Global Accounts," can help relationships, and 5) key issues in sales
may lead to first-time purchases, a you target the right customers. The final coordination.
crucial factor in determining customer step is deciding which of three basic Subjects: Industrial markets; Marketing
retention is the difference between forms to offer: coordination GAM (in implementation; Marketing management;
customers' expectations and the which national operations remain Marketing organization; Sales
perceived quality of the product and relatively strong), control GAM (in which management
continued customer service. This the global operations and the national Length: 11p
chapter discusses determinants of operations are fairly balanced), and
customer retention and strategies with separate GAM (in which a new business
591088
which to manage them. May be used unit has total responsibility for global
Title: Managing Marginal New Products
with: (2548BC) The Marketing Mix; accounts). Given the difficulty and
Author(s): Rangan, V. Kasturi; Lal,
(253XBC) From Marketing as a Function expense of providing multiple varieties,
Rajiv;
to Marketing as a Transformational the vast majority of companies should
Engine; (267XBC) From Brand initially customize just one--and they
Product Type: Note
Abstract: Marginal new products are not believe produced that excellence, and 583158
central to a company's business then to "grade" each of their other cases Title: Managing Marketing Programs,
strategy, neither are they a good fit with against these "excellence yardsticks," Introductory Note -- Textual Note 3
existing products (like many product specifying why each management/case Author(s): Bonoma, Thomas V.
enhancements are). These are products was judged positively or negatively. Publication Date: 06/23/1983
that the company's engineers and R&D Subjects: Management performance; Revision Date: 02/29/1984
scientists discovered while pursuing Managerial skills; Market research; Product Type: Note
other more central projects. Marketing implementation Abstract: Introduces the marketing
Alternatively, these are products that the Length: 10p programs module of the Marketing
company's sales force thought would Implementation course. Defines
serve some of the unmet needs of its 583162 marketing programs, explores several
existing customers. Either way, these Title: Managing Marketing -- Exercise II cases to be discussed during the
products do not require heavy up-front Author(s): Bonoma, Thomas V.; module, and relates these to the course
developmental expenditure, but address Carlson, Karen A. framework.
untapped new markets and customer Publication Date: 06/22/1983 Industry Setting: Academic
segments. Unfortunately, however, Revision Date: 08/13/1984 administration
many such marginal new products are Product Type: Note Subjects: Academic administration;
frequently mismanaged. In this case, we Abstract: Part of a series of exercises, Marketing implementation; Marketing
identify the causes for such used at various points in the Marketing information systems; Marketing mixes;
management failures and identify ways Implementation course, to help students Marketing organization
to better manage their launch. in isolating the key factors that Length: 14p
Subjects: Industrial markets; Marketing determine good marketing practice.
management; New product marketing; They also serve as individual study 583159
Product development; Product guides. Title: Managing Marketing Systems and
management Subjects: Management performance; Policies, Introductory Note -- Textual
Length: 13p Managerial skills; Market research; Note 4
Marketing implementation Author(s): Bonoma, Thomas V.
594119 Length: 10p Publication Date: 06/30/1983
Title: Managing Market Complexity: A Revision Date: 02/29/1984
Three-Ring Circus 583163 Product Type: Note
Author(s): Rangan, V. Kasturi Title: Managing Marketing -- Exercise III Abstract: Introduces some concepts
Publication Date: 05/10/1994 Author(s): Bonoma, Thomas V.; useful to the study of marketing systems
Product Type: Note Carlson, Karen A. and policies in the marketing
Abstract: Proposes models of Publication Date: 06/23/1983 implementation course. Marketing
organization that address the various Revision Date: 08/13/1984 systems are defined and explained, as
product-market environments posed by Product Type: Note are marketing policies. Raises many
the product life cycle. Frames these Abstract: Part of a series of exercises, issues involved in analyzing systems
changes along the two dimensions of used at various points in the Marketing and policies in several cases used in the
uncertainty and diversity. Offers three Implementation course to help students module.
sets of organizational characteristics to in isolating the key factors that Industry Setting: Academic
reflect the three stages of market determine good marketing practice. administration
development: entrepreneurship and They also serve as individual study Subjects: Academic administration;
innovation for stage 1, efficiency and guides. Marketing implementation; Marketing
dedication for stage 2, and expansion Subjects: Management performance; information systems; Marketing
and coordination for stage 3. Contrary to Managerial skills; Market research; organization
current wisdom, argues that form (or Marketing implementation Length: 15p
structure) is as important as process. Length: 11p
Concludes with illustrative case 583160
examples. Title: Managing Marketing, Integration
584007
Subjects: Marketing organization; and Conclusion -- Textual Note 5
Title: Managing Marketing -- Textual
Product life cycle; Uncertainty Author(s): Bonoma, Thomas V.
Note 6
Author(s): Bonoma, Thomas V.
Publication Date: 07/15/1983 Revision Date: 02/29/1984
583069 Product Type: Note Product Type: Note
Title: Managing Marketing -- Exercise I Abstract: Explains key aspects of Abstract: Introduces the final module of
Author(s): Bonoma, Thomas V.; marketing implementation problems and the marketing implementation course,
Carlson, Karen A. how they can be diagnosed. Also the integrative case discussed there and
Publication Date: 11/16/1982 discusses various execution problems the last administrations of the
Revision Date: 08/13/1984 that arise as marketing strategies are "excellence exercise."
Product Type: Note translated into management acts. Industry Setting: Academic
Abstract: Designed to be used in the Tactics for increasing the effectiveness administration
last third of the Marketing of marketing practices are Subjects: Academic administration;
Implementation course. Students are recommended. Marketing implementation; Marketing
asked to select two cases from the ones Subjects: Marketing implementation; management
they have completed which most clearly Marketing strategy Length: 2p
show excellence in marketing execution. Length: 16p
They are asked to isolate the factors in 503029
management's behavior which they Title: Managing Markets Module Note
Author(s): Narayandas, Das Robert L. requirements among these groups, and

Publication Date: 09/05/2002 Publication Date: 09/01/1992 why these factors make the field sales
Revision Date: 03/28/2003 Product Type: Harvard Business force a crucial crossroad in organizing
Product Type: Note Review Article and implementing marketing efforts.
Abstract: Provides an overview of the Abstract: Managers miss out on Second, outlines some common roles,
managing markets module in the significant profits because they shy away responsibilities, and interdependencies
Business Marketing course taught at from pricing decisions for fear that they among product, sales, and service
HBS. will alienate their customers. But if groups in the marketing organization.
Subjects: Business marketing management isn't controlling its pricing Subjects: Marketing implementation;
Length: 5p policies, the customers probably are. Marketing management; Marketing
NEW Two basic principles, the pocket price organization; Organization; Product
waterfall and the pocket price band, management; Sales management
8266C show managers how to control the Length: 21p
Title: Managing Markets, Segments, pricing puzzle. The pocket price waterfall
and Customers reveals how price erodes between a 593047
Author(s): Narayandas, Das company's invoice figure and the actual Title: Managing Sales Interfaces:
Publication Date: 05/01/2005 amount paid by the customer--the Developments in Practice
Product Type: Faculty Seminar Video transaction price. It tracks volume Author(s): Cespedes, Frank V.
Medium: CD-ROM purchase discounts, early payment Publication Date: 10/23/1992
Abstract: Marketing is the management bonuses, and frequent customer Product Type: Note
of markets, segments, and customers. incentives that squeeze a company's Abstract: Examines what some firms
Professor Das Narayandas asks you to profits. The pocket price band plots the are doing to manage sales interfaces.
examine how you manage each entity to range of pocket prices over which any Topics include: formal liaison units, field
produce a result that is beneficial to both given unit volume of a single product marketing specialists, multifunctional
you and the customer. He discusses sells. Wide price bands are common, account teams, career paths, training
visioning and market fit and explains with many manufacturer's transaction programs, and changes in the role of
why it is important to communicate the prices ranging over 60%. Using the market research. Also suggests
benefits to your customer and to link pocket price bank enables a manager to frameworks and diagnostic questions
those benefits to the members of the control the price range to greater profits. useful for managers concerned with
decision-making unit. Subjects: Pricing; Pricing strategy; improving linkages among these
Subjects: NO Quantitative analysis; Sales marketing groups. May be used with
SUBJECTS(KEYWORDS) management Managing Sales Interfaces:
Length: 42 min Length: 10p Organizational Factors.
Year New: 2005 BESTSELLER Subjects: Customer service; Marketing
implementation; Marketing management;
8266F 2771 Marketing organization; Organization;
Title: Managing Markets, Segments, Title: Managing Product Life Cycles: Product management; Sales
and Customers (Faculty Lecture CD- From Start to Finish (Paperback) management
ROM for Group Use) Author(s): HBR Length: 29p
Author(s): Narayandas, Das Publication Date: 07/01/1990
Publication Date: 05/01/2005 Product Type: HBS Press Book 593001
Product Type: Faculty Seminar Video Abstract: Keep pace with the newest Title: Managing Sales Interfaces:
Medium: CD-ROM ideas in product quality, service life Organizational Factors
Abstract: Marketing is the management cycle, and the product development Author(s): Cespedes, Frank V.
of markets, segments, and customers. process. This paperback collection of Publication Date: 07/09/1992
Professor Das Narayandas asks you to Harvard Business Review articles gives Product Type: Note
examine how you manage each entity to special emphasis to collaborative Abstract: Concerns the coordination of
produce a result that is beneficial to both product design and also addresses the sales efforts with product management
you and the customer. He discusses management of the complete product life and service activities. Based on field
visioning and market fit and explains cycle. HBR paperbacks are regularly research in different industries,
why it is important to communicate the revised with recent articles. considers three related organizational
benefits to your customer and to link Subjects: Product design; Product factors: 1) the alignment of priorities that
those benefits to the members of the development; Product life cycle; Product characterizes each group; 2)
decision-making unit. The Faculty management measurement systems that help to
Seminar Series brings you inside the Length: 120p enforce these priorities; and 3)
classroom for the most dynamic talks List Price: $19.95 information flows that affect the
from business visionaries at Harvard measurement systems and each unit's
Business School and Stanford Graduate 592068 priorities. Indicates for managers and
School of Business. Also available for Title: Managing Sales Interfaces: An students the issues that often generate
individual use (8266C). Introduction "competency traps" in marketing
Subjects: NO Author(s): Cespedes, Frank V. organizations and impede coherence in
SUBJECTS(KEYWORDS) Publication Date: 01/14/1992 customer-related activities. May be used
Length: 42 min Product Type: Note with Managing Sales Interfaces:
Year New: 2005 Abstract: Concerns issues involved in Developments in Practice.
coordinating sales efforts with product Subjects: Marketing implementation;
92507 management and customer service Marketing management; Marketing
Title: Managing Price, Gaining Profit activities. First, discusses environmental organization; Organization; Product
Author(s): Marn, Michael V.; Rosiello, factors that increase integration management; Sales management
Length: 24p Competing on this dimension means to e-mail. One wrong step and you may
orchestrating all the clues that people find yourself spending far more money
590043 detect in the buying process. Customers than you thought, or worse, having your
Title: Managing Selling and the always have an experience--good, bad, efforts branded as "spam"--the
Salesperson or indifferent--whenever they purchase a unsolicited commercial e-mail sent
Author(s): Cespedes, Frank V. product or service from a company. The blindly to all e-mail subscribers. This
Publication Date: 10/26/1989 quality of the experience lies in how article tells you what you can expect
Revision Date: 11/16/2006 effectively the company manages it--in from your e-mail marketing campaigns--
Product Type: Note all its facets and from beginning to end. and how to avoid common pitfalls.
Abstract: Written for a module in the Organizations that simply tweak design Subjects: Internet; Marketing strategy
Marketing Implementation course (a elements or focus on improving isolated Length: 3p
second-year elective in the MBA pockets of the customer experience--by List Price: $4.50
program). Provides a brief introduction to providing a quick hit of entertainment, for
common issues involved in recruiting, example--will be disappointed in the 507065
training, compensating, and evaluating results. An organization's first step Title: Maria Sharapova: Marketing a
field salespeople. Also offers questions toward managing the total customer Champion (A)
to consider concerning these topics in experience is recognizing what the Author(s): Elberse, Anita; Golod,
case analysis. authors call clues: the signals or Margarita
Subjects: Consumer marketing; messages given off by everything Publication Date: 05/23/2007
Industrial markets; Marketing involved in the buying process. Clues Revision Date: 06/04/2008
implementation; Marketing management; can include the product itself (Does it Product Type: Case (Field)
Marketing organization; Sales work as advertised?), the layout of a Abstract: In July 2004, a then 17-year-
management retail outlet (Are the signs easy to old Maria Sharapova won Wimbledon,
Length: 5p follow?), the salesperson's tone of voice arguably the most prestigious tennis
(Did he really mean it when he said, tournament in the world. Max Eisenbud,
"Have a nice day"?), and so on. Sharapova's agent at International
505S03
Organizations that orchestrate the sum Management Group (IMG), knew the
Title: Managing the New Product
total of all the clues can create an championship would lead to a flood of
Development Process, Spanish Version
optimal experience for their patrons. new opportunities. What would be the
Addressing the clues that speak to best approach to the management and
emotions is especially important. marketing of a champion like Maria
Product Type: LACC Note
Emotional bonds between companies Sharapova? Which of the various
Abstract: Describes how the new
and customers are difficult for endorsement offers would be worthwhile
product development program is most
competitors to sever. The internalized to pursue? And how could Eisenbud best
efficiently managed. Teaching Purpose:
meaning and value that the clues leverage the resources available to him
to make student aware of resource
assume can create a deep-seated at IMG? Allows for an in-depth
options and develop skills in trade-off of
preference for a particular experience-- examination of marketing issues and,
costs/benefit of each.
and, thus, for one company's product or more specifically, sports endorsement
Subjects: Cost benefit analysis; Product
service over another's. Discusses the opportunities in the context of a world-
design; Product development; Product
tools that are available to help class athlete. (As of 2006, Sharapova is
introduction; Product management
organizations rethink the signals they one of the world's most recognized
Length: 7p
are sending to customers. Presents two sports figures, and its highest
case studies in which organizations compensated female athlete.) Provides
592011 dramatically improved their customers' unique insights into the world of "team
Title: Managing the New Product experiences. Sharapova," consisting of Sharapova
Development Process Subjects: Customer relations; Customer and her advisors at IMG, a leading
Author(s): Dolan, Robert J. service; Human behavior; Marketing sports, media, and entertainment
Publication Date: 08/16/1991 strategy; Service management agency. Contains rich data on the way in
Product Type: Note Length: 7p which IMG structures its sales process,
Abstract: Describes how the new Year New: 2005 and can serve to illustrate best practices
product development program is most
and key trade-offs in sports or
efficiently managed.
C9909C entertainment marketing initiatives.
Subjects: Cost benefit analysis; Product
Title: Mapping the Frontiers of E-mail Geographic Setting: United States
design; Product development; Product
Marketing Industry Setting: Entertainment
introduction; Product management
Author(s): Wreden, Nick industry; Sports industry
Length: 6p
Publication Date: 09/01/1999 Number of Employees: 2,500
Product Type: Harvard Management Gross Revenues: $1.26 billion
SMR082 Communication Letter Article revenues
Title: Managing the Total Customer Abstract: E-mail campaigns can be a Event Year End: 2004
Experience great addition to your company's Subjects: NO
Author(s): Berry, Leonard L.; Carbone, marketing plan. Many leading SUBJECTS(KEYWORDS)
Lewis P.; Haeckel, Stephan H. companies such as The Gap, Hewlett- Length: 17p
Publication Date: 04/01/2002 Packard, and Preview Travel are Supplementary Materials: Supplement,
Product Type: SMR Article successfully using e-mail marketing to (507066), 7p, by Anita Elberse,
Abstract: Offering products or services develop their brands and boost sales. Margarita Golod; Teaching Note, (5-508-
alone is no longer enough: But if e-mail marketing sounds good for 087), 15p, by Anita Elberse
Organizations must provide their your company, proceed with caution: Year New: 2007
customers with satisfactory experiences. most direct marketing rules do not apply
507066 approaches to environmental problems the customer base most deserving of

Title: Maria Sharapova: Marketing a and recent innovative strategies, marketing resources. May be used with:
Champion (B) provides examples of eco-labeling for a (2556BC) Marketing Strategy: How it
Author(s): Elberse, Anita; Golod, variety of products, and explores Fits with Business Strategy; (2564BC)
Margarita consumer attitudes toward the Creating a Marketing Plan: An
Publication Date: 06/04/2007 environment and consumer purchase Overview; (2572BC) Competitive
Revision Date: 06/04/2008 behavior. Recent crises--the dolphin- Analysis: Understand Your Opponents;
Product Type: Supplement safe tuna controversy and the swordfish (2599BC) Developing New Products and
Abstract: An abstract is not available for boycott--provide evidence of the level of Services: The Marketer's Role;
this product. Must be used with: public interest that MSC's broad eco- (2602BC) Branding: Differentiation that
(507065) Maria Sharapova: Marketing a labeling plan could tap into in the Customers Value; (2610BC) The Right
Champion (A). council's effort to reverse the decline in Customers: Acquisition, Retention, and
Geographic Setting: United States the world's fisheries. Because both of Development; (2629BC) Pricing It Right:
Industry Setting: Entertainment the earlier campaigns were tangible and Strategies, Applications, and Pitfalls;
industry; Sports industry focused on specific issues, it wasn't (2637BC) Integrated Marketing
Subjects: NO clear to Gummer that consumers would Communications: Creativity,
SUBJECTS(KEYWORDS) respond the same way to a more Consistency, and Effective Resource
Length: 7p general label applied to all seafood Allocation; (2645BC) Interactive
Year New: 2007 products. Gummer wonders how the Marketing: New Channel, New
council could get customers to start Challenge; (2653BC) Marketing Across
573058 shopping for labeled products and how Borders: It's a Big, Big World.
Title: Marie Thumas S.A. the MSC should approach the industry to Subjects: NO
Author(s): Sorenson, Ralph Z., II get seafood producers, processors, and SUBJECTS(KEYWORDS)
Publication Date: 06/02/1973 retailers all on board. Length: 17p
Revision Date: 07/20/1981 Geographic Setting: United States List Price: $6.95
Product Type: Case (Field) Industry Setting: Seafood industry Year New: 2006
Abstract: The largest manufacturer of Gross Revenues: $20 billion revenues
canned vegetables in Belgium is Subjects: Alliances; Consumer 592034
considering a basic change in its export behavior; Environmental protection; Title: Market Research
marketing strategy to Germany. In Food processing industry; Marketing Author(s): Dolan, Robert J.
Belgium, Marie Thumas sells premium strategy; Nonprofit marketing Publication Date: 10/08/1991
priced, branded products that are heavily Length: 33p Product Type: Note
backed by advertising and promotion Abstract: Describes the major classes
and sold through a strong direct sales 576056 of market research. Provides students
force. To Germany, Marie Thumas Title: Market Analysis with an overview of methods available
exports nonadvertised products on the Author(s): Lovelock, Christopher H. enabling them to select the proper set for
basis of low price. The German exports Publication Date: 09/01/1975 their purposes.
are only marginally profitable. Issue: Product Type: Note Subjects: Market research; Polls &
Should Marie Thumas change its Abstract: Describes the nature and surveys
German strategy to bring it more in line purposes of market analysis. Among Length: 17p
with its Belgian strategy? topics briefly discussed are primary and
Geographic Setting: Belgium selective demand, determinants of 90103
Industry Setting: Canned food industry demand, market segmentation, the Title: The Market Research
Gross Revenues: $20 million sales product life cycle, and temporal or Encyclopedia
Subjects: Belgium; Exports; Food; cyclical demand variations. Intended as Author(s): Barabba, Vincent P.
Germany; International marketing; background reading in an introductory Publication Date: 01/01/1990
Marketing strategy marketing course using case materials. Product Type: Harvard Business
Length: 35p Subjects: Demand analysis; Market Review Article
analysis; Market research; Market Abstract: From the head of market
M297 segmentation; Product life cycle research at GM comes a guide, in the
Title: Marine Stewardship Council Length: 5p form of a series of foldout tables, to help
Author(s): Grier, Sonya; Masserang, managers determine the dimensions of
Susan; Tinter, Jonathan 2580BC the task, resources needed, data
Publication Date: 06/01/1999 Title: Market Customization: Market required, and other key elements. The
Revision Date: 11/16/2001 Segmentation, Targeting, and research effort comprises five major
Product Type: Case (Field) Positioning stages: assess the market information
Publisher: Stanford University Publication Date: 11/21/2005 needs; measure the market place;
Abstract: In April 1999, John Gummer, Product Type: HBS Press Chapter store, retrieve, and display the data;
chairman of the Marine Stewardship Abstract: This chapter shows that describe and analyze market
Council (MSC), an independent, global market segmentation is required for information; and evaluate the research
nonprofit organization, was charged with firms to most effectively reach a and assess its usefulness. Augmenting
implementing an eco-labeling program customer base likely to purchase goods the tables are a glossary of technical
for seafood products harvested in a and services that are positioned to terms and a list of references.
sustainable manner. Through the attract them. Demographics, income Subjects: Market research; Marketing
program, MSC hoped to harness level, behavior, interests, affiliation, and management
consumer purchasing power and thereby occupation are among the most common Length: 9p
reverse the decline in the world's factors of segmentation, although
fisheries. This case describes traditional multifactor segmentation homes in on
87303 Revision Date: 04/17/2006 Abstract: Management's failure to react

Title: Market Research the Japanese Product Type: Note to changed market conditions results in
Way Abstract: Elaborates on the "marketing inertia." A gradual but
Author(s): Johansson, Johny K.; prerequisites for designing a successful substantial shift in customer preferences,
Nonaka, Ikujiro marketing strategy: market competitive behavior, or government
Publication Date: 05/01/1987 segmentation, target market selection, directives constitute "market drift," a
Product Type: Harvard Business and product positioning. precondition of inertia. To control
Review Article Subjects: NO potential inertia, management should
Abstract: A major reason why Japanese SUBJECTS(KEYWORDS) refine products, reexamine prices, and
corporations succeed in global markets Length: 5p reconsider the adequacy of distribution
is the informed, hands-on market Year New: 2005 channels.
research they practice. When Japanese Subjects: Market research; Marketing
managers want information on customer 581107 management; Marketing strategy
needs or market response to a new Title: Market Selection and Direction: Length: 7p
product, they don't depend on market Role of Product Portfolio Planning
research professionals and the so-called Author(s): Yip, George S. 584031
scientific methods favored in the United Publication Date: 03/01/1981 Title: Marketing 1995: A Scenario
States and Europe. Instead, they meet Revision Date: 11/30/1984 Author(s): Buzzell, Robert D.
and talk directly with retailers, Product Type: Note Publication Date: 09/01/1983
wholesalers, distributors, and brokers so Abstract: Discusses alternative Revision Date: 05/16/1986
that they can gain deep knowledge of approaches to product portfolio planning, Product Type: Note
their channels. including those of the Boston Consulting Abstract: Depicts a "scenario" of
Geographic Setting: Japan Group, General Electric/McKinsey, and marketing practices and systems in
Subjects: Japan; Market research the PIMS Program. Examines how 1995. Using as an example the
Length: 5p portfolio planning can be used in the introduction of a new electronic
processes of market selection and photography system, shows how
2750BC setting of business direction within a marketing managers, research
Title: Market Research: Listen and market. personnel, and consumers may use new
Learn Subjects: Market definition; Market electronic systems for collecting,
Publication Date: 11/21/2005 segmentation; Market selection; Market recording, communicating, and analyzing
Product Type: HBS Press Chapter share; Product portfolio management information. These systems include
Abstract: This chapter assesses both Length: 17p decision support systems, electronic
informal and formal methods of market work stations, two-way cable TV,
research and asserts that experienced 75103 electronic point-of-sale and order entry
marketers will use both. Decision Title: Market Share - A Key to systems, laser video discs,
makers who listen directly to dissatisfied Profitability teleconferencing, and others. The
or lapsed customers and pair those Author(s): Buzzell, Robert D.; Gale, scenario is presented on videotape (9-
conversations with formal data will Bradley T.; Sultan, Ralph G.M. 884-504) as well. A narrator describes
develop a more visceral idea of what Publication Date: 01/01/1975 the events, using this note as a script.
their customers seek, resulting in more Product Type: Harvard Business Industry Setting: Advertising industry;
dynamic marketing campaigns. May be Review Article Telecommunications industry
used with: (253XBC) From Marketing as Abstract: Evidence from an ongoing Subjects: Advertising; Market research;
a Function to Marketing as a study of 57 companies to determine the Marketing management; Product
Transformational Engine; (2548BC) The profit impact of market strategies (PIMS) introduction; Telecommunications
Marketing Mix; (2661BC) From Market shows that one of the main indicators of Length: 6p
Segments to Strategic Segments; business profitability is market share. By
(267XBC) From Brand Acquisitions to presenting evidence on the nature, U9901D
Brand Rationalization; (2718BC) importance, and implications of the Title: Marketing 202: What the Gurus
Managing Customer Retention; connection between market share and Are Telling Us Today
(2726BC) Enhancing Customer Equity profit performance, a group of business Author(s): Billington, Jim
Through Add-On Selling; (2688BC) experts attempt to answer such Publication Date: 01/01/1999
From Declining to Growing Distribution questions as why market share is Product Type: Harvard Management
Channels; (2696BC) From Branded profitable; what the observed Update Article
Bulldozers to Global Distribution differences between low- and high-share Abstract: Listen to the leading lights of
Partners; (270XBC) Managing businesses are; and what implications marketing these days and you come
Customer Acquisitions. the profitability/market share links have away with two distinct and seemingly
Subjects: NO for strategic planning. contradictory messages. The first can be
SUBJECTS(KEYWORDS) Subjects: Market share; Marketing described by the phrase "keep it simple,
Length: 25p strategy stupid." Companies should do one thing
List Price: $6.95 Length: 9p well--and tell people about it all the time.
Year New: 2006 The other message is one of constant
81503 change--companies must constantly
506019 Title: Market Success Can Breed adapt to what customers want today.
Title: Market Segmentation, Target "Marketing Inertia" Fortunately, this is not an either-or
Market Selection, and Positioning Author(s): Bonoma, Thomas V. proposition, and there are ideas common
Author(s): Sarvary, Miklos; Elberse, Publication Date: 09/01/1981 to both schools. Figuring out the right
Anita Product Type: Harvard Business mix for your company and your
Publication Date: 09/09/2005 Review Article marketplace requires sifting through
what the sages are saying and Industry Setting: High technology; IT Marketing implementation; Marketing
assembling a package of ideas that are industry; Security industry; Software management; Marketing organization
right for you. HMU presents advice from industry Length: 11p
some of the leading names in marketing: Subjects: NO
Jack Trout, Michael Treacy and Fred SUBJECTS(KEYWORDS) 502055
Wiersema, Regis McKenna, Don Length: 22p Title: Marketing Antidepressants:
Peppers, and Martha Rogers. Prozac and Paxil
Subjects: Marketing management; 2653BC Author(s): Moon, Youngme; Herman,
Marketing mixes; Marketing strategy Title: Marketing Across Borders: It's a Kerry
Length: 2p Big, Big World Publication Date: 05/14/2002
List Price: $4.50 Publication Date: 11/21/2005 Revision Date: 10/12/2005
Product Type: HBS Press Chapter Product Type: Case (Library)
KEL189 Abstract: Rather than adapting products Abstract: Describes the marketing of
Title: Marketing @ Microsoft: The Value to access a global market, firms should Prozac and Paxil, two of the best-selling
of Customer Perception adapt the marketing mix instead, offering mental health drugs in history. Set in
Author(s): Jeffery, Mark; Aoyagi, Ichiro; global product platforms with varying 2001, several months before the
Kalletta, Ed promotions budgets. Another key expiration of Prozac's patent, Eli Lilly
Publication Date: 01/01/2006 element in global marketing is the (Prozac's manufacturer) and
Product Type: Case (Field) distribution network; though dealing GlaxoSmithKline (Paxil's manufacturer)
Abstract: Quantifying the efficacy of through a trading company is the must decide how to respond to the
marketing is an age-old challenge. As simplest solution, the chapter discusses introduction of generic Prozac into the
John Wanamaker said a century ago, other options. Firms need to determine market.
"Half the money I spend on advertising is where to make decisions regarding Geographic Setting: United States
wasted; the trouble is I don't know which pricing, product design, distributions, Industry Setting: Pharmaceutical
half." The big difference today, however, and promotion. May be used with: industry
is that the Internet enables detailed (2556BC) Marketing Strategy: How it Subjects: Advertising; Innovation;
tracking of marketing campaigns in real Fits with Business Strategy; (2564BC) Pharmaceuticals; Product positioning
time, or near time. Exemplifies how to Creating a Marketing Plan: An Length: 27p
leverage the Internet to dramatically Overview; (2572BC) Competitive Supplementary Materials: Teaching
improve the efficacy of marketing. Analysis: Understand Your Opponents; Note, (505009), 21p, by Youngme Moon
Centers upon the Microsoft Security (2580BC) Market Customization:
Guidance marketing campaign, which Market Segmentation, Targeting, and F99606
was designed to change IT Positioning; (2599BC) Developing New Title: Marketing Breakthrough Products
professionals' perception of Microsoft's Products and Services: The Marketer's Author(s): Waite, Thomas J.; Cohen,
software product security. The integrated Role; (2602BC) Branding: Allan L.; Buday, Robert
marketing campaign involved print Differentiation that Customers Value; Publication Date: 11/01/1999
media, analyst relations, and online (2610BC) The Right Customers: Product Type: Harvard Business
advertising. The advertising was Acquisition, Retention, and Review Article
designed to drive IT professionals to a Development; (2629BC) Pricing It Right: Abstract: Products without precedent
Web site on security guidance, then sign Strategies, Applications, and Pitfalls; are a tough sell; consumers stick with
them up for free in-person security (2637BC) Integrated Marketing the goods they understand. The key to
training classes. Illustrates two important Communications: Creativity, marketing breakthrough products is to
best practices for marketing in the Consistency, and Effective Resource educate the public before making any
Internet age: first, the campaign was Allocation; (2645BC) Interactive sales pitches.
designed to be measured, and second, Marketing: New Channel, New Subjects: Disruptive technologies;
agility was specifically designed into the Challenge. Marketing strategy; New product
campaign. In addition to tracking weekly Subjects: NO marketing
click-through data from the print and SUBJECTS(KEYWORDS) Length: 1p
online advertising, the campaign also Length: 17p
used online pop-up customer perception List Price: $6.95
UV0404
surveys. Analyzing the click-though data, Year New: 2006
Title: Marketing Economics
Microsoft realized it had a problem at the
Author(s): Farris, Paul W.; Wilcox,
end of the first week of the campaign-- 583157 Ronald T.; Moore, Marian; Mentus, Ron;
there were far fewer signups for the Title: Marketing Actions: Managing Johnson, Richard
training sessions than anticipated. By Marketing's Subfunctions -- Textual Note Publication Date: 08/07/2001
the end of the second week the 2 Product Type: Case (Field)
campaign was changed, resulting in a Author(s): Bonoma, Thomas V. Abstract: The purpose of this note is to
huge improvement in efficacy. Creates a Publication Date: 06/22/1983 prepare the student for a series of
scorecard illustrating the pros and cons Revision Date: 10/16/1984 exercises in making Marketing
of the Microsoft approach compared to a Product Type: Note Economics calculations. These
more traditional campaign. Illustrates Abstract: Introduces the actions level of calculations are not replacements for
how, rather than creating big-bang the Marketing Implementation course. It spreadsheets or more detailed economic
campaigns, high-performing marketing synopsizes many of the cases taught calculations such as net present value or
organizations today are continually there, and gives a comparison matrix for return on investment. They are "back of
experimenting. They build flexibility into students' use. the envelope" estimates that can easily
campaigns and design them to be Industry Setting: Academic be communicated to others to buttress
measured. administration arguments about what a company
Geographic Setting: United States Subjects: Academic administration; should or should not do in a decision
situation. resulting in a diminished rate of wealth Subjects: Academic administration;

Subjects: NO accumulation over time in African- Marketing implementation; Marketing
SUBJECTS(KEYWORDS) American households. This article offers information systems; Marketing
Length: 4p suggestions to marketers seeking to management; Marketing planning
Year New: 2007 render more effective service to this Length: 8p
attractive and growing segment of the
6727C financial services marketplace. For 582128
Title: Marketing Essentials for Managers example, promotional materials should Title: Marketing Implementation: The
(Performance Support CD-ROM) reflect the key role of African-American Basics
Publication Date: 05/25/2004 women in determining household Author(s): Bonoma, Thomas V.
Product Type: Performance Support consumption patterns. Moreover, Publication Date: 04/05/1982
Program successful marketing to African- Revision Date: 10/06/1986
Medium: CD-ROM American households requires a strong Product Type: Note
Abstract: Designed for the educational component. Abstract: Describes the major skills of
nonmarketing professional, this hands- Subjects: Demographics; Financial marketing implementation, or execution
on CD-ROM program covers three topic services; Marketing strategy of marketing strategies, plans, programs,
modules to help you better understand Length: 27p and budgets, and the levels at which
essential marketing concepts and the they are applied.
importance of customer focus to 585024 Subjects: Marketing implementation
enhance employee and customer Title: Marketing Implementation Length: 6p
satisfaction, retention, and business Author(s): Quelch, John A.
profitability. The three modules were all Publication Date: 08/13/1984 581153
developed with the guidance of world- Revision Date: 10/07/1992 Title: Marketing Inertia
renowned marketing experts: Philip Product Type: Note Author(s): Bonoma, Thomas V.
Kotler and Bruce Wrenn on Marketing Abstract: Describes a framework for Publication Date: 05/01/1981
Essentials; James Heskett on Focusing evaluating marketing implementation Product Type: Note
on Your Customer; and Harry Mills on problems and assesses the interfaces Abstract: Describes a kind of value
Persuading Others. Each module brings between marketing strategy and rigidity which can affect top marketing
you background concepts and tactical implementation. management. The rigidity is often
advice relevant to the topic and includes Subjects: Implementation; Marketing brought on by repeated marketplace
tips, a self-test, tools, and interactive implementation; Marketing strategy success or emulation of others, and can
audio-enhanced exercises to help you Length: 7p encourage management to maintain
practice and apply what you've learned. Supplementary Materials: Teaching elements of its marketing strategy long
Tools include a range of documents, Note, (585025), 5p, by John A. Quelch after they have become obsolete.
such as a sample marketing plan and a Subjects: Marketing implementation;
calculator to estimate the lifetime value 589018 Marketing management; Marketing
of a customer. Also included in each Title: Marketing Implementation, Course strategy
topic is a relevant, full-text article from Overview Length: 25p
Harvard Business Review or a Harvard Author(s): Cespedes, Frank V.
Business School Publishing newsletter. Publication Date: 08/17/1988 3298
Subjects: Communication; Customer Product Type: Note Title: Marketing Information Revolution
relations; Customer retention; Abstract: Describes the themes and (Hardcover)
Management communication; emphases of the Marketing Author(s): Little, John D.C., ed.;
Managerial skills; Marketing strategy Implementation course in the second- Blattberg, Robert C.; Glazer, Rashi
Year New: 2004 year program at Harvard Business Publication Date: 12/16/1993
School. Provides an overview of the Product Type: HBS Press Book
CMR234 topics covered in the course, a Abstract: The future belongs to
Title: Marketing Financial Services to conceptual framework concerning their organizations that have the best
the African-American Consumer: A relationship to each other in the course, information and know how to use it.
Comparative Analysis of Investment and an explanation why these are Although many companies have
Portfolio Composition important topics in a course dealing with invested heavily in information
Author(s): Stevenson, Thomas H.; implementation issues in marketing. technology, their ability to acquire data
Plath, D. Anthony Subjects: Marketing implementation has often outstripped their capacity to
Publication Date: 07/01/2002 Length: 12p use the information for competitive
Product Type: CMR Article advantage. This book shows marketing
Publisher: California Management 583156 executives how to derive value from the
Review Title: Marketing Implementation, massive amounts of information
Abstract: This study profiles the Introductory Note and Course Structure available today with the help of relevant
changing demographics and unique -- Textual Note 1 analytical and decision-making tools.
consumption patterns of the African- Author(s): Bonoma, Thomas V. Marketing and information technology
American consumer segment of the Publication Date: 06/22/1983 experts discuss the types of information
financial services market. When it comes Revision Date: 02/29/1984 available, demonstrate how huge
to the selection and purchase of financial Product Type: Note quantities of data can be managed and
products and services, African-American Abstract: Introduces the central transformed into usable information,
consumers differ markedly from their concepts and structure of the marketing examine how to use expert systems and
white counterparts. This is especially implementation course. decision support systems, describe how
apparent in the case of relatively high- Industry Setting: Academic organizational needs can be modified to
risk, high-return financial assets, administration take full advantage of information, and
address the future of the strategic use of Review Article Author(s): Christensen, Clayton M.;
information technology from the Abstract: Today technology is creating Cook, Scott; Hall, Taddy
perspective of marketing professionals greater customer choice, and choice is Publication Date: 12/01/2005
and managers. altering the marketplace. Six principles Product Type: Harvard Business
Subjects: NO define the new marketing: marketing is Review Article
SUBJECTS(KEYWORDS) a way of doing business that pervades Abstract: Ted Levitt used to tell his
Length: 384p the entire company; companies must Harvard Business School students,
List Price: $39.95 dispel their limiting market-share "People don't want a quarter-inch drill--
mentality; programmable technology they want a quarter-inch hole." But 35
508090 promises to open up almost limitless years later, marketers are still thinking in
Title: Marketing Input and Innovation choice for customers; a feedback loop is terms of products and ever-finer
Strategy making advertising's one-way demographic segments. The structure of
Author(s): Ofek, Elie communication obsolete; the line a market, as seen from customers' point
Publication Date: 03/27/2008 between services and products is of view, is very simple. When people
Product Type: Note eroding; and the marriage of marketing need to get a job done, they hire a
Abstract: This note develops a and technology is inevitable. product or service to do it for them. The
framework for considering the Industry Setting: Advertising industry marketer's task is to understand what
challenges of incorporating marketing Subjects: Advertising; Consumer jobs periodically arise in customers' lives
input when setting innovation strategy. marketing; Customization; Marketing for which they might hire products the
The framework lays out the possible strategy; Technological change; company could make. One job, the "I-
innovation opportunities a firm can Technology need-to-send-this-from-here-to-there-
entertain and describes how the Length: 9p with-perfect-certainty-as-fast-as-
customer knowledge gained from BESTSELLER possible" job, has existed practically
conducting market research at the front forever. Federal Express designed a
end of NPD affects which of these 505029 service to do precisely that--and do it
opportunities the firm should pursue. Title: Marketing James Patterson wonderfully again and again. The FedEx
Pitfalls in analyzing the customer data Author(s): Deighton, John brand began popping into people's
are described, along with guidelines on Publication Date: 08/10/2004 minds whenever they needed to get that
how to overcome them. The impact of Revision Date: 02/06/2006 job done. Most of today's great brands--
competition in the context of setting Product Type: Case (Field) Crest, Starbucks, Kleenex, eBay, and
innovation strategy under market Abstract: Can a successful novelist use Kodak, to name a few--started out as
uncertainty is also addressed. direct-to-consumer marketing to grow his just this kind of purpose brand. When a
Subjects: NO brand? The author, who in a previous purpose brand is extended to products
SUBJECTS(KEYWORDS) career ran a major advertising agency, that target different jobs, it becomes an
Length: 16p uses advertising with great success to endorser brand. But, over time, the
Year New: 2008 build his stature as a crime fiction writer. power of an endorser brand will surely
Further, he applies his experience at erode unless the company creates a
managing the advertising creative new purpose brand for each new job,
81306
process to employ co-authors on a even as it leverages the endorser brand
Title: Marketing Intangible Products and
"literary assembly line," turning out more as an overall marker of quality. Different
Product Intangibles
product than any other best-selling jobs demand different purpose brands.
Author(s): Levitt, Theodore
author. Now he considers whether book New growth markets are created when
clubs can be used to systematically build an innovative company designs a
buzz for his new releases. Is it time for a product and then positions its brand on a
Review Article
shift to direct mail and one-to-one job for which no optimal product yet
Abstract: Rather than distinguishing
marketing, or is fame in the book exists. In fact, companies that historically
between the marketing of services or
business only won in the limelight of have segmented and measured markets
goods, it is more useful to identify
publicity and broadcast marketing? by product categories generally find that
companies according to whether they
Geographic Setting: New York, NY; when they instead segment by job, their
sell intangibles such as travel or
Florida market is much larger (and their current
tangibles such as automobiles.
Industry Setting: Book publishing share much smaller) than they had
Companies that sell tangibles
Number of Employees: 5 thought. This is great news for smart
emphasize intangible benefits, including
Gross Revenues: $120 million companies hungry for growth.
status and comfort, to enhance their
revenues Industry Setting: Automotive industry;
products. Tangibilizing intangible
Event Year Start: 2004 Fast food industry; Toothpaste
products presents more difficulties
Event Year End: 2004 Subjects: NO
because of their people-intensive
Subjects: Advertising; Brands; SUBJECTS(KEYWORDS)
production and delivery which increase
Creativity; Direct marketing; Distribution; Length: 12p
the chances for personal discretion and
Market research; Marketing mixes; Year New: 2005
error.
Subjects: Marketing strategy; Product Publishing industry
positioning Length: 16p 2386
Length: 8p Supplementary Materials: Teaching Title: Marketing Malpractice: The
Note, (505033), 6p, by John Deighton Cause and the Cure (HBR OnPoint
Year New: 2004 Enhanced Edition)
91108
Author(s): Christensen, Clayton M.;
Title: Marketing Is Everything
R0512D Cook, Scott; Hall, Taddy
Author(s): McKenna, Regis
Title: Marketing Malpractice: The Publication Date: 12/01/2005
Cause and the Cure Product Type: HBR OnPoint Article
Abstract: Ted Levitt used to tell his Length: 1p how some of the world's most successful
Harvard Business School students, companies as well as small firms, not-
"People don't want a quarter-inch drill-- 593017 for-profits, and social enterprises have
they want a quarter-inch hole." But 35 Title: Marketing Massachusetts successfully leveraged deep metaphors
years later, marketers are still thinking in Author(s): Quelch, John A.; Smith, to solve a wide variety of marketing
terms of products and ever-finer Susan P. problems. Marketing Metaphoria should
demographic segments. The structure of Publication Date: 10/14/1992 convince you that everything consumers
a market, as seen from customers' point Revision Date: 12/30/1992 think and do is influenced at
of view, is very simple. When people Product Type: Case (Library) unconscious levels--and it will give you
need to get a job done, they hire a Abstract: Massachusetts State access to those deeper levels of
product or service to do it for them. The Government officials are meeting to thinking.
marketer's task is to understand what discuss marketing communications Subjects: NO
jobs periodically arise in customers' lives programs that will attract business SUBJECTS(KEYWORDS)
for which they might hire products the investment to the state and promote Length: 256p
company could make. One job, the "I- exports. List Price: $29.95
need-to-send-this-from-here-to-there- Geographic Setting: Massachusetts Year New: 2008
with-perfect-certainty-as-fast-as- Subjects: Communication strategy;
possible" job, has existed practically Marketing strategy; State government 2548BC
forever. Federal Express designed a Length: 33p Title: The Marketing Mix
service to do precisely that--and do it Author(s): Blattberg, Robert C.; Getz,
wonderfully again and again. The FedEx Gary; Thomas, Jacquelyn S.
IES042
brand began popping into people's Publication Date: 05/23/2001
Title: Marketing Metamorphosis: From
minds whenever they needed to get that Product Type: HBS Press Chapter
Products to Brand to Consumers
job done. Most of today's great brands-- Abstract: In contrast to the traditional
Author(s): Joachimsthaler, Erich
Crest, Starbucks, Kleenex, eBay, and marketing paradigm of segmentation,
Kodak, to name a few--started out as targeting, and positioning, this chapter
just this kind of purpose brand. When a proposes a new tactic by which the
Product Type: Note
purpose brand is extended to products equity of the customer is determined by
that target different jobs, it becomes an an ARA approach--acquisition, retention,
Abstract: Describes how the balance of
endorser brand. But, over time, the and add-on selling--focusing on retaining
power has shifted from the manufacturer
power of an endorser brand will surely a company's customer base rather than
to the retailer and to the consumer over
erode unless the company creates a devoting resources to target new market
the last 50 years. As a consequence of
new purpose brand for each new job, segments. This marketing mix acquires
this change in the balance of power,
even as it leverages the endorser brand and retains customer loyalty, leading to
there is a need for a complete
as an overall marker of quality. Different more sustainable customer equity. May
transformation of the practice of
jobs demand different purpose brands. be used with: (253XBC) From Marketing
marketing.
New growth markets are created when as a Function to Marketing as a
Subjects: Brands; Consumer marketing;
an innovative company designs a Transformational Engine; (267XBC)
Globalization; Marketing management;
product and then positions its brand on a From Brand Acquisitions to Brand
Marketing strategy; Multinational
job for which no optimal product yet Rationalization; (2661BC) From Market
corporations
exists. In fact, companies that historically Segments to Strategic Segments;
Length: 12p
have segmented and measured markets (2718BC) Managing Customer
by product categories generally find that Retention; (2726BC) Enhancing
when they instead segment by job, their 2115
Customer Equity Through Add-On
market is much larger (and their current Title: Marketing Metaphoria: What
Selling; (2750BC) Market Research:
share much smaller) than they had Deep Metaphors Reveal About the
Listen and Learn; (2688BC) From
thought. This is great news for smart Minds of Consumers
Declining to Growing Distribution
companies hungry for growth. Author(s): Zaltman, Gerald; Zaltman,
Channels; (2696BC) From Branded
Subjects: NO Lindsay
Bulldozers to Global Distribution
SUBJECTS(KEYWORDS) Publication Date: 05/06/2008
Partners.
Length: 12p Product Type: HBS Press Book
Subjects: NO
List Price: $6.50 Abstract: Why do advertising
SUBJECTS(KEYWORDS)
Year New: 2005 campaigns and new products often fail?
Length: 18p
Why do consumers feel that companies
List Price: $6.95
don't understand their needs? Because
593099 Year New: 2005
marketers themselves don't think deeply
Title: Marketing Management--1993,
about consumers' innermost thoughts
Video Index 584125
and feelings. Marketing Metaphoria is a
Author(s): Quelch, John A. Title: The Marketing Mix
groundbreaking book that reveals how to
Publication Date: 05/27/1993 Author(s): Shapiro, Benson P.
overcome this "depth deficit" and find the
Product Type: Video Insights Publication Date: 06/28/1984
universal drivers of human behavior so
Abstract: A listing of 13 sets of Revision Date: 04/02/1992
vital to a firm's success. Marketing
commercials included on the video (9- Product Type: Note
Metaphoria reveals the powerful
593-511). Must be used with: (593511) Abstract: Reviews important concepts
unconscious viewing lenses--called
Marketing Management--1993, Video. related to the marketing mix, and
"deep metaphors"--that shape what
Industry Setting: Advertising industry summarizes key relationships within the
people think, hear, say, and do. Drawing
Subjects: Advertising; Marketing mix and between the mix and other parts
on thousands of one-on-one interviews
management of the company's marketing approach.
in more than thirty countries, Gerald
Zaltman and Lindsay Zaltman describe Subjects: Marketing management;
Marketing mixes must work with city government performance assessment. A thorough
Length: 7p agencies to create value. Traces the review of marketing productivity literature
appointment of the chief marketing gives the reader a solid background in
6005 officer and the objectives of marketing the subject before the MPA model is
Title: Marketing Moves: A New New York City. Summarizes the city's presented. Appended are: cases
Approach to Profits, Growth, and corporate partnerships (with Snapple involving Gillette Personal Care Division,
Renewal (Hardcover) and The History Channel, among LifeSpan, Inc., and Outward Bound; a
Author(s): Kotler, Philip; Jain, Dipak C.; others), media, and licensing activities to questionnaire on assessing marketing
Maesincee, Suvit date. Challenges students to evaluate performance; and an annotated
Publication Date: 02/25/2002 the marketing model and recommend bibliography on marketing productivity.
Product Type: HBS Press Book strategies going forward, defining what Subjects: Marketing planning;
Abstract: Forget the tired argument activities create the most value for the Performance measurement
about "old" versus "new" economy say city. Additionally, exposes students to Length: 400p
internationally renowned marketer Philip the challenges of an entrepreneurial List Price: $19.95
Kotler and his coauthors Dipak C. Jain organization operating within the
and Suvit Maesincee. The Internet, confines of a government structure. 585106
globalization, and hypercompetition are Geographic Setting: New York, NY Title: Marketing Planning and
forcing companies to redefine their Industry Setting: Government & Organization
markets, market offerings, and regulatory Author(s): Dolan, Robert J.
marketing operations so that they can Gross Revenues: $52 billion revenues Publication Date: 09/20/1984
compete successfully in both the old and Event Year Start: 2005 Revision Date: 03/05/1993
the new economies. The scarcity of Event Year End: 2005 Product Type: Note
customers, not products, calls for Subjects: NO Abstract: Presents guidelines for
making marketing the primary driver of SUBJECTS(KEYWORDS) effective marketing planning. Provides a
strategic planning and infrastructure Length: 24p general outline of the contents of a
effectiveness. Marketing can no longer Supplementary Materials: Teaching typical marketing plan, the process by
create value by being seen only as a Note, (508035), 17p, by V. Kasturi which the plan is developed, and
department whose main charge is to Rangan, Anita Elberse, Marie Bell considers the benefits successful firms
dispose of the company's products and Year New: 2006 reap from their planning efforts and the
services. The authors urge companies to problems that mark the efforts of the not-
broaden the marketing concept into a 89503 so-successful users of marketing
holistic framework, one in which Title: Marketing Performance - What Do planning. Provides a framework for
companies and their collaborators You Expect? examining the relationship between a
become proficient at identifying new Author(s): Bonoma, Thomas V. firm's strategy and the design of its
value creation opportunities and capable Publication Date: 09/01/1989 marketing organization. Discusses how
of delivering products, services, and Product Type: Harvard Business marketing organizations are structured
experiences that more precisely match Review Article and some basic principles of
individual customer requirements. Abstract: Senior management's organization design.
Thought provoking and comprehensive, expectations before launching a Subjects: Consumer marketing;
this book shows how to build a complete particular product program directly Marketing planning; Planning
marketing platform around the affects whether they see the product as Length: 14p
exploration, creation, and delivery of performing well or poorly. Optimism and Year New: 2005
superior value to customers, enthusiasm are essential for making any
collaborators, and the company itself. project work, but being realistic is 582127
Subjects: Business marketing; important too. Therefore, program and Title: Marketing Planning, Programming,
Corporate strategy; Marketing brand managers should not overpromise and Budgeting
management; Marketing planning; their marketing plans to senior Author(s): Shapiro, Benson P.
Marketing strategy management. For their part, senior Publication Date: 03/30/1982
Length: 208p managers should ask marketing Revision Date: 08/08/1985
List Price: $38.00 subordinates to make confidence levels Product Type: Note
explicit. To ensure this, management Abstract: Briefly presents the key issues
506022 can link bonuses to the accuracy of and decisions involved in marketing
Title: Marketing New York City marketing forecasts. planning, programming, and budgeting.
Author(s): Rangan, V. Kasturi; Elberse, Subjects: Bonuses; Marketing Subjects: Budgeting; Marketing
Anita; Bell, Marie management; Marketing strategy; management; Marketing planning;
Publication Date: 04/27/2006 Product management; Project Planning
Revision Date: 10/27/2008 management Length: 10p
Product Type: Color Case Length: 4p
Abstract: New York City is a pioneer in 584146
the emerging field of municipal 2038 Title: The Marketing Process
marketing. The city's first chief marketing Title: Marketing Performance Author(s): Shapiro, Benson P.
officer must develop a marketing Assessment (Hardcover) Publication Date: 06/13/1984
organization with a self-funded business Author(s): Bonoma, Thomas V.; Clark, Revision Date: 07/18/1985
model that creates value for the city by Bruce H. Product Type: Note
leveraging the city's assets, including Publication Date: 01/01/1988 Abstract: Describes and explains the
physical property and media Product Type: HBS Press Book marketing process and its six phases:
opportunities. Although an independent Abstract: Bonoma and Clark set forth implementation, programming, allocating
corporation, the marketing organization an experimental model for marketing and budgeting, analysis and research,
marketing planning, strategy formulation, Marketing Situation Assessment, Publisher: Business Horizons/Indiana
and monitoring and auditing. Marketing Research: An Overview of University
Subjects: Market research; Marketing Research Methods, and Research Abstract: There is a rising concern that
implementation; Marketing management; Methods in Marketing: Survey marketing research is drifting away from
Marketing planning; Marketing strategy Research. the practical. With an ever-widening gap
Length: 6p Subjects: Market research between business and academia, people
Length: 13p are asking: What do practitioners want
585184 from marketing research? What do the
Title: Marketing Process--1987 583048 researchers provide? Do the two
Author(s): Bonoma, Thomas V. Title: Marketing Research Services: coincide? In the short-term, parochial
Publication Date: 06/26/1985 100 Major Commercial U.S. Suppliers of point of view, practitioners will never get
Revision Date: 07/31/1987 1980-81 what they are looking for in academic
Product Type: Note Author(s): Clarke, Darrel G.; Moult WH research. However, in the long term,
Abstract: Describes and explains the Publication Date: 10/26/1982 research increases knowledge crucial to
marketing process and its phases: Product Type: Note educating future marketing managers
implementation; programming; Abstract: Describes the results of a and enhancing their scientific decision
allocating and budgeting; analysis and survey of major marketing research making. Its essence is to level the
research; marketing planning; strategy firms. The largest 100 marketing playing field and intensify
formulation; and monitoring and research suppliers are listed, described, competitiveness among all firms, with
auditing. This is a newer version of a and cross-classified by services offered. the result of improved market efficiency
note by B.P. Shapiro. Subjects: Market research; Polls & and benefits to consumers and society
Subjects: Market research; Marketing surveys; Services as a whole.
implementation; Marketing management; Length: 99p Subjects: NO
Marketing planning; Marketing strategy SUBJECTS(KEYWORDS)
2763
Year New: 2005
Title: Marketing Research the Right
585026 Way (Paperback)
Title: Marketing Programming, Author(s): HBR F0102F
Budgeting, and Allocating Publication Date: 07/01/1990 Title: Marketing Rules
Author(s): Quelch, John A. Product Type: HBS Press Book Author(s): Aufreiter, Nora; Ouillet,
Publication Date: 08/13/1984 Abstract: Discover how to get the Pierre-Yves; Scott, Mary-Kate
Revision Date: 09/29/1986 market research you need efficiently, Publication Date: 02/01/2001
Product Type: Note accurately, and economically. In this Product Type: Harvard Business
Abstract: Describes how marketing collection of Harvard Business Review Review Article
managers develop programs, set articles, experts in the field provide a Abstract: New research shows that the
budgets, and allocate resources. comprehensive protocol for research, top-performing dot-coms aren't
Subjects: Budgeting; Marketing perform studies that are truly useful for necessarily the ones with the best
management; Marketing planning; new product development, give business models--they're the ones with
Product development; Resource guidelines for test marketing, and more. the quickest, most responsive marketing.
allocation HBR paperbacks are regularly revised Subjects: Electronic commerce;
Length: 4p with recent articles. Marketing management; Marketing
Supplementary Materials: Teaching Subjects: Market analysis; Market strategy; New economy
Note, (585027), 3p, by John A. Quelch definition; Market research; Marketing Length: 2p
implementation
506028 Length: 73p M247N
Title: Marketing Promotions List Price: $19.95 Title: Marketing Strategy
Author(s): Wosinska, Marta Author(s): Davis, Robert T.
Revision Date: 10/14/2006 Title: Marketing Research: An Product Type: Note
Product Type: Note Overview of Research Methods Publisher: Stanford University
Abstract: Introduces the major Author(s): Dolan, Robert J. Abstract: A generalized definition of
communication vehicles and the process Publication Date: 09/14/1984 marketing strategy, useful in the
by which they can be brought together in Product Type: Note classroom to establish a common
an integrated marketing communications Abstract: Broadly describes the scope vocabulary and to generate discussion.
plan. of marketing research, and describes Discusses relationship to corporate
Subjects: NO experiments, non-survey methods, and strategic planning and describes a
SUBJECTS(KEYWORDS) internal data. number of approaches including the
Length: 8p Subjects: Market research; Marketing BCG matrix.
Year New: 2005 management; Research & development Subjects: Marketing strategy
592013
Title: Marketing Research BH156 590001
Author(s): Sultan, Fareena Title: Marketing Research: Cui Bono? Title: Marketing Strategy Formulation
Publication Date: 08/29/1991 Author(s): Guo, Chiquan Author(s): Drumwright, Minette E.;
Product Type: Note Publication Date: 09/15/2004 Kosnik, Thomas J.
Abstract: Summarizes and synthesizes Product Type: Business Horizons Publication Date: 07/27/1989
materials in the following notes: Article Revision Date: 11/16/1992
Product Type: Note
Abstract: Identifies the elements of Product Type: Note Year New: 2006
marketing strategy and introduces Abstract: An elementary treatment of all
frameworks for strategic marketing aspects of marketing strategy. Intended 86604
decisions. The frameworks deal with as a supplement to case discussions in Title: Marketing Subversives
market definition and selection, the early stages of an introductory Author(s): Bonoma, Thomas V.
positioning and differentiation, and marketing course. A rewritten version of Publication Date: 11/01/1986
market entry/exit decisions. Other topics an earlier note. Product Type: Harvard Business
discussed include selecting and Subjects: Consumer marketing; Review Article
articulating the marketing vision and Industrial markets; Marketing strategy Abstract: Most U.S. companies have
values, anticipating and responding to Length: 21p developed fairly rigid marketing
competitors' marketing strategies, and BESTSELLER structures to achieve certain and
determining the appropriate degrees of predictable results, when the business
flexibility and focus in marketing strategy 579054 climate is equally certain and
formulation. Title: Marketing Strategy--An Overview predictable. But such engines of
Subjects: Market definition; Market Author(s): Corey, E. Raymond efficiency have a price. As top
segmentation; Market selection; Publication Date: 09/01/1978 executives come to rely on routinized
Marketing strategy; Strategy formulation Revision Date: 11/17/1992 marketing structures instead of
Length: 21p Product Type: Note management imagination, they neglect
Abstract: An elementary treatment of all managers' marketing skills. Companies
9055 aspects of marketing strategy. Intended can nourish such constructive
Title: Marketing Strategy, Business as a supplement to case discussions in subversion by seeking out "hungry"
Fundamentals Series the early stages of an introductory managers, rewarding good performance,
Author(s): Dolan, Robert J.; Dobscha, marketing course. Withdrawn 07/15/99 - and making creative rule breaking
Susan; Fournier, Susan; Moon, use 500-005. possible.
Youngme; Mick, David Glen; Rangan, V. Subjects: Consumer marketing; Subjects: Creativity; Management
Kasturi Industrial markets; Marketing strategy styles; Marketing management;
Publication Date: 01/04/2002 Length: 19p Marketing organization; Marketing
Product Type: Business Fundamentals strategy
Abstract: Business Fundamentals are 2556BC Length: 6p
collections of Harvard Business School Title: Marketing Strategy: How it Fits
background materials, reflecting HBS with Business Strategy 80107
courses and supplemented by self-study Publication Date: 11/21/2005 Title: Marketing Success Through
aids. This collection of background notes Product Type: HBS Press Chapter Differentiation - Of Anything
(plus one article from Harvard Business Abstract: This chapter emphasizes that Author(s): Levitt, Theodore
Review) addresses basic concepts, successful business strategies are those Publication Date: 01/01/1980
issues, and terminology in the field of in which each employee can recite the Product Type: Harvard Business
marketing strategy. The collection mission statement and understands how Review Article
ranges widely over the field and covers his or her job duties affect it--one Abstract: Marketers can differentiate
both consumer and industrial marketing. cohesive unit in action. Once that is any product or service, even
The most recently published items are internalized, it follows that marketers commodities which seem to differ only in
emphasized. For each item there is a must be involved in every stage in the price from competitors' offerings.
summary, outline, learning objectives, product life cycle, the stages being Products almost always combine a
and a set of questions and exercises. defined here in relation to the marketer's tangible entity with an intangible promise
Included are: "Note on Marketing role in each. May be used with: of user satisfaction. The expected
Strategy," "Note on Low-Tech Marketing (2564BC) Creating a Marketing Plan: product, which includes the generic
Math," "Product Policy Decisions," An Overview; (2572BC) Competitive product, represents the customer's
"Going to Market," "Designing Channels Analysis: Understand Your Opponents; minimal purchase conditions. These
of Distribution," "Integrated Marketing (2580BC) Market Customization: purchase conditions include variables
Communications," "Pricing: A Value- Market Segmentation, Targeting, and such as delivery, terms, support efforts
Based Approach," "Pricing and Market Positioning; (2599BC) Developing New and new ideas. The sale of the generic
Making on the Internet," and "Preventing Products and Services: The Marketer's product depends on how well the
the Premature Death of Relationship Role; (2602BC) Branding: customer's wider expectations are met.
Marketing." Differentiation that Customers Value; Subjects: Marketing strategy; Product
Subjects: Consumer marketing; (2610BC) The Right Customers: management
Industrial markets; Marketing Acquisition, Retention, and Length: 8p
implementation; Marketing management; Development; (2629BC) Pricing It Right:
Marketing strategy; Product Strategies, Applications, and Pitfalls; R0805J
development; Product introduction; (2637BC) Integrated Marketing Title: Marketing When Customer Equity
Product management; Strategic market Communications: Creativity, Matters
planning Consistency, and Effective Resource Author(s): Hanssens, Dominique M.;
Length: 132p Allocation; (2645BC) Interactive Thorpe, Daniel; Finkbeiner, Carl
List Price: $34.95 Marketing: New Channel, New Publication Date: 05/01/2008
Challenge; (2653BC) Marketing Across Product Type: Harvard Business
500005 Borders: It's a Big, Big World. Review Article
Title: Marketing Strategy--An Overview Subjects: NO Abstract: Measuring the effectiveness
Author(s): Corey, E. Raymond SUBJECTS(KEYWORDS) of marketing investments can be
Publication Date: 07/01/1999 Length: 21p frustrating--especially if a company
Revision Date: 03/07/2003 List Price: $6.95 focuses on a long-term outcome like
increasing customer equity. Though strategies; overall corporate strategies customer-driven is of little value when it
there are decision-support models to depend upon serious marketing is not at all clear who the customer is or
help marketers allocate their budgets, considerations; various stages in market will be, or when the product class itself
until recently such models aimed to evolution may require strategies which does not yet exist. This article presents
maximize near-term sales, which aren't appear product-oriented and insular; four discontinuous innovations--CAT
always consistent with long-term brand and in all this variation there is logic. scanners (by GE), optical fibers (by
health. Now, however, Wachovia has Subjects: Competition; Corporate Corning), cellular phones (by Motorola),
created a model that helps it make strategy; Marketing strategy; Strategic and NutraSweet (by Searle, now
customer-equity-driven marketing-mix market planning Monsanto)--which explore the process of
decisions. The model's architects-- Length: 7p developing discontinuous innovations
Hanssens, a professor at UCLA; and demonstrate how they are different
Thorpe, a senior vice president at 597069 from incremental innovation.
Wachovia; and Finkbeiner, an executive Title: Marketing a President: Subjects: Innovation; New product
VP at TNS--began by parsing customer Advertising in the 1996 U.S. Presidential marketing; Product development;
equity, or the lifetime value of Election Campaign Technology
customers, into three measurable Author(s): Arnold, David J.; Dolan, Length: 31p
components: customer acquisition, Robert J.
customer retention, and share of wallet. Publication Date: 01/28/1997 89612
They then assembled data on past Revision Date: 02/25/1997 Title: Marketing and Its Discontents
marketing activities and changes in the Product Type: Case (Library) Author(s): Star, Stephen H.
components--a daunting task, given the Abstract: Explores the role of TV Publication Date: 11/01/1989
decentralized nature of previous advertising in the 1996 U.S. presidential Product Type: Harvard Business
investments. Once the database was election campaign by discussing the Review Article
created, a model of how investments strategies of each candidate and Abstract: The driving force of modern
affected outcomes could be built and advertising executions. Includes data on marketing is the marketing concept--
used to design equations focusing on election regulation and the history of TV business succeeds by giving customers
marketing-mix questions. Wachovia now advertising in U.S. presidential elections. what they want. The social discontents
has, for example, an equation to Teaching Purpose: 1) To explore and ethical issues associated with
estimate how an increase in cable TV central advertising concepts: targeting, marketing arise from functional
advertising will affect customer message, reach, frequency. 2) limitations on implementing the
acquisition in a market. Just as Demonstrate marketing principles marketing concept, not from greed or
important, the model highlights how operating in a non-commercial context. deception. Developing a marketing
much factors beyond the control of Geographic Setting: United States program involves identifying three
marketing, such as economic swings, Industry Setting: Government & groups of consumers: 1) the market
affect outcomes. After Wachovia began regulatory segment, 2) the program target, and 3)
using the model, it found, as suspected, Subjects: Advertising; Politics the program audience. To determine the
that a marketing mix with maximum Length: 11p effects of the marketing concept requires
short-term impact would not achieve the identifying the social payoffs and
biggest increase in customer equity. problems.
CMR061
Wachovia learned that it was Subjects: Ethics; Marketing strategy
Title: Marketing and Discontinuous
overinvesting in traditional channels and Length: 6p
Innovation: The Probe and Learn
underinvesting in emerging ones. The
Process
introduction of this decision-making tool
Author(s): Lynn, Gary S.; Morone, 2101
has also supported a broader cultural
Joseph G.; Paulson, Albert S. Title: Marketing as Strategy:
shift at the company toward competing
Publication Date: 04/01/1996 Understanding the CEO's Agenda for
on analytics.
Product Type: CMR Article Driving Growth and Innovation
Subjects: NO
Publisher: California Management (Hardcover)
SUBJECTS(KEYWORDS)
Review Author(s): Kumar, Nirmalya
Length: 10p
Abstract: Companies that compete Publication Date: 04/01/2004
Year New: 2007
effectively over the long run in Product Type: HBS Press Book
technology-intensive fields exhibit an Abstract: CEOs are more than
77607 ability for both continuous (or frustrated by marketing's inability to
Title: Marketing When Things Change incremental) innovations and deliver results. Has the profession lost its
Author(s): Levitt, Theodore discontinuous (or radical) innovations. relevance? Nirmalya Kumar argues that,
Publication Date: 11/01/1977 The latter, which lead to the creation of although the function of marketing has
Product Type: Harvard Business entirely new businesses and product lost ground, the importance of marketing
Review Article lines, pose a unique set of challenges for as a mind-set--geared toward customer
Abstract: A review of the operating management. They typically require a focus and market orientation--has gained
strategies of IBM, Revlon, Allegheny long, investment-intensive process, momentum across the entire
Ludlum Steel, Chevrolet, and Exxon marked by pervasive uncertainty, organization. This book challenges
illustrates the flexibility of the marketing unpleasant surprises, and no guarantee marketers to change their role from
concept and shows how it incorporates of success. Conventional approaches to implementers of traditional marketing
seemingly product-oriented operating new product development, while functions to strategic coordinators of
strategies. The examples illustrate four appropriate for continuous innovation, organization-wide initiatives aimed at
major components of marketing concept are inappropriate and sometimes even profitably delivering value to customers.
logic: an organization's principal detrimental when applied to the more Kumar outlines seven cross-functional
marketing strategies affect that discontinuous regime of innovations. For and bottom-line-oriented initiatives that
organization's principal overall corporate instance, the familiar admonition to be can put marketing back on the CEO's
agenda--and elevate its role in shaping corporate image for a services firm Number of Employees: 500
the destiny of the firm. Nirmalya Kumar whose "raison d`etre" is based on Gross Revenues: $100 million
is Professor of Marketing, Director of the customer relationships. revenues
Centre for Marketing, and Codirector of Geographic Setting: United States Subjects: Marketing strategy;
the Aditya V Birla India Centre at London Industry Setting: Consulting Organizational behavior; Organizational
Business School. Number of Employees: 1,350 design; Organizational structure;
Subjects: Growth strategy; Innovation; Gross Revenues: $450 million Professionals
Marketing planning; Marketing strategy; revenues Length: 8p
Strategic planning Subjects: Consulting; International
Length: 288p marketing; Marketing strategy; Services BH067
List Price: $35.00 Length: 19p Title: Marketing for Muggles: The Harry
Potter Way to Higher Profits
4821ES 504001 Author(s): Brown, Stephen
Title: Marketing as Strategy: Title: Marketing at The Vanguard Group Publication Date: 01/15/2002
Understanding the CEO's Agenda for Author(s): Quelch, John A.; Knoop, Product Type: Business Horizons
Driving Growth and Innovation--A Carin-Isabel Article
Harvard Business Press Book Summary Publication Date: 08/05/2003 Publisher: Business Horizons/Indiana
in Partnership with getAbstract Revision Date: 07/20/2004 University
Author(s): Kumar, Nirmalya Product Type: Case (Field) Abstract: Mainstream marketing has
Publication Date: 04/01/2004 Abstract: Senior executives at become so obsessed with rigor,
Product Type: HBS Press Book Vanguard are evaluating their marketing quantification, and scientific rectitude
Summary strategy. In particular, they are looking at that it has lost sight of the importance of
Abstract: CEOs are more than their approach to market segmentation, magic, mystery, and imagination. We
frustrated by marketing's inability to the organization of the marketing need to restore the balance somewhat,
deliver results. Has the profession lost function, and the weight placed on and the way to do that is to take a look at
its relevance? This book challenges marketing metrics in the corporate the boy wizard who has captivated the
marketers to change their role from dashboard in light of an economic and hearts and minds of readers the world
implementers of traditional marketing stock market downturn. over--and turned marketing on its head.
functions to strategic coordinators of Geographic Setting: United States Close examination reveals that Harry
organization-wide initiatives aimed at Industry Setting: Financial services Potter is more than a mere passing
profitably delivering value to customers. Number of Employees: 11,000 marketing fad. Harry is different because
Kumar outlines seven cross-functional Event Year Start: 2003 the books are as much about marketing
and bottom-line-oriented initiatives that Event Year End: 2003 as the outcome of marketing. They deal
can put marketing back on the CEO's Subjects: Financial services; Market with marketing matters, they are full of
agenda--and elevate its role in shaping segmentation; Marketing strategy; marketing artifacts, they contain
the destiny of the firm. Mutual funds analyses of marketplace phenomena,
Subjects: NO Length: 21p and they provide insights into the
SUBJECTS(KEYWORDS) Supplementary Materials: Case Video, contemporary marketing condition. The
Length: 5p (504812), 2 min, by John A. Quelch; books refer to almost every element of
Year New: 2008 Teaching Note, (505023), 11p, by John the marketing mix, as well as aspects of
A. Quelch; Case Video, DVD, (504802), buyer behavior, environmental
M290 7 min, by John A. Quelch; Case Video, conditions, and marketing research.
Title: Marketing at Bain & Co. (504809), 7 min, by John A. Quelch; Harry Potter unknowingly has the power
Author(s): Sarvary, Miklos; Pedrero, Case Video, Streaming, (1-277-7), 7 to transform the modern marketing
Robert min, by John A. Quelch paradigm from the positivistic trappings
Publication Date: 10/29/1997 of modern marketing into the magical,
Product Type: Case (Field) 496037 mysterious, imaginative substance of
Publisher: Stanford University Title: Marketing at Wachtell, Lipton, postmodern marketing.
Abstract: David Bechhofer, a partner Rosen & Katz Subjects: Consumer marketing;
responsible for Bain & Co.'s marketing Author(s): Lorsch, Jay W.; Graff, Marketing management; Marketing
strategy, faces a dilemma: Traditional Samantha K. strategy
marketing is foreign to Bain's corporate Publication Date: 11/29/1995 Length: 9p
culture (which is rather based on Product Type: Case (Field)
customer relationships), yet the firm Abstract: Describes the history and 73510
cannot ignore traditional marketing tools unique operating principles of the most Title: Marketing for Nonprofit
if it wants to face global competition in successful corporate law firm in the Organizations
the rapidly growing consulting industry. country. Closes with a lengthy quotation Author(s): Shapiro, Benson P.
Indeed, all of Bain's traditional by Martin Lipton, who is one of the firm's Publication Date: 09/01/1973
competitors as well as a lot of new founding partners and who is described Product Type: Harvard Business
players use aggressive marketing to in an American Lawyer article as the Review Article
acquire new segments from the growing "Elvis Presley of the M&A field." Lipton Abstract: Nonprofit organizations may
customer base. David has to respond to reflects on certain activities that the firm improve their operations by using
this challenge while staying consistent carries out aimed at building its marketing techniques from profit-
with the firm's original value proposition, reputation. Whether or not these motivated businesses. The marketing
which is highly appreciated by its activities constitute marketing is left an task of nonprofit organizations involves
existing customers. The case provides open question. attracting resources from donors,
an opportunity to discuss how to Geographic Setting: New York, NY allocating those resources to clients, and
communicate a consistent global Industry Setting: Law enforcement persuading people to act. This task can
be accomplished by using the major exploit consumers' social influence as it technology, Negroponte and his team
elements of the marketing mix - emerges. proved them wrong but struggled to sell
communication, distribution, pricing, and Industry Setting: Entertainment the concept and the machines to the
product. industry world's education ministries, who would
Subjects: Marketing mixes; Marketing Subjects: NO be purchasing the laptops for their
strategy; Nonprofit organizations SUBJECTS(KEYWORDS) school age children. Furthermore, by
Length: 10p Length: 3p 2007, many other low-cost PC options
Year New: 2006 had emerged and OLPC had not started
88511 shipping yet, leading some observers to
Title: Marketing in an Age of Diversity BH151 wonder if the non-profit should
Author(s): McKenna, Regis Title: Marketing in the Age of the reconsider its strategy and options.
Publication Date: 09/01/1988 Network: From Marketplace to U-Space Industry Setting: IT industry
Product Type: Harvard Business Author(s): Watson, Richard T.; Berthon, Event Year End: 2007
Review Article Pierre R.; Pitt, Leyland F.; Zinkhan, Subjects: NO
Abstract: Technology has combined George M. SUBJECTS(KEYWORDS)
with a fragmented culture to create an Publication Date: 11/15/2004 Length: 24p
array of products, services, and markets. Product Type: Business Horizons Supplementary Materials: Supplement,
It is a world of variety and options, Article (508032), 2p, by John A. Quelch;
niches and small batches, increased Publisher: Business Horizons/Indiana Teaching Note, (508055), 11p, by John
competition and changing company University A. Quelch, Carin-Isabel Knoop;
structure. Because niche markets cannot Abstract: We have entered the age of Supplement (Library), (508065), 3p, by
be identified easily in their infancy, the ubiquitous network. The future of John Quelch, David Chen
managers must keep one foot in the business is being shaped by the Year New: 2007
technology to know its potential and one interplay of strategic thinking and
foot in the market to see the opportunity. network technology advances, affecting 508032
The product isn't just the item itself--the company, supplier, and customer Title: Marketing the "$100 Laptop" (B)
product is an experience the customer interactions in the production and Author(s): Quelch, John A.
learns to trust--which is why everything consumption of value and creating an Publication Date: 08/13/2007
from perfume to software samples come entirely new toolbox that will change Revision Date: 10/02/2008
inside magazines. Old, established marketing forever. Predicated on the Product Type: Supplement
giants and small start-ups need each characteristics of network ubiquity, Abstract: An abstract is not available for
other--the future is in relationships that universality, uniqueness, and unison, the this product. Must be used with:
create new products tailored to term "U-commerce" captures these new (508024) Marketing the "$100 Laptop"
customers' demands. marketing tools. What is the nature of U- (A).
Subjects: Diversity; Marketing strategy; commerce? How can we conceptualize Subjects: NO
Product development; Technology marketing in such a "U-space?" And SUBJECTS(KEYWORDS)
Length: 7p what are the implications for next- Length: 2p
generation marketers? Supplementary Materials: Teaching
1597 Subjects: NO Note, (508055), 11p, by John A. Quelch,
Title: Marketing in an Electronic Age SUBJECTS(KEYWORDS) Carin-Isabel Knoop
(Hardcover) Length: 8p Year New: 2007
Author(s): Buzzell, Robert D. Year New: 2005
Product Type: HBS Press Book 508024 Title: Marketing the "$100 Laptop" (C)
Abstract: Presenting the perspectives of Title: Marketing the "$100 Laptop" (A) Author(s): Quelch, John ; Chen, David
24 marketing experts, this book Author(s): Quelch, John A. Publication Date: 01/25/2008
examines how technological changes Publication Date: 08/13/2007 Revision Date: 10/02/2008
are affecting sales and distribution, Revision Date: 09/18/2008 Product Type: Supplement (Library)
advertising, marketing decision support Product Type: Color Case Abstract: An abstract is not available for
systems, and market research. A Abstract: In 2002, Professor Nicholas this product. Must be used with:
research colloquium book. Negroponte, a successful venture (508024) Marketing the "$100 Laptop"
Subjects: Market research; Marketing capitalist, author, and co-founder and (A).
management; Marketing strategy; chairman emeritus of the Massachusetts Subjects: NO
Technological change Institute of Technology (MIT) Media Lab, SUBJECTS(KEYWORDS)
Length: 404p announced his intention to build a PC so Length: 3p
List Price: $39.95 cheap as to make it possible to provide Supplementary Materials: Teaching
Internet- and multimedia-capable Note, (508055), 11p, by John A. Quelch,
F0609G machines to millions of children in Carin-Isabel Knoop
Title: Marketing in an Unpredictable developing countries. The concept-- Year New: 2008
World subsequently often referred to as the
Author(s): Watts, Duncan J.; Hasker, "$100 PC"--was launched at the Media 596059
Steve Lab in 2003 before being spun into a Title: Marketing the National Hockey
Publication Date: 09/01/2006 separate nonprofit association, One League
Product Type: Harvard Business Laptop Per Child (OLPC), founded by Author(s): Rangan, V. Kasturi; Bell,
Review Article Negroponte in January 2005. At the time Marie
Abstract: Predicting entertainment skeptics, including technology industry Publication Date: 10/05/1995
mega-hits is a risky proposition. Instead, leaders, argued that it simply could not Revision Date: 12/28/1995
marketers can adopt five strategies to be done. Through innovative design and Product Type: Case (Field)
Abstract: One third of the 24 National Article the Store Globally?

Hockey League (NHL) teams are Publisher: Business Horizons/Indiana Author(s): Ueltschy, Linda C.;
unprofitable. Another third are barely University Herremans, Irene; Ryans, John K., Jr.
profitable. This case provides the Abstract: China's rapid transition to a Publication Date: 03/15/2006
background and market research data to market economy has remolded society Product Type: Business Horizons
help the senior managers of the NHL culturally, especially when it comes to Article
make decisions pertaining to how they young people between the ages of 5 and Publisher: Business Horizons/Indiana
would like to grow the fan base. The two 24. Numbering over 400 million and University
choices under consideration are network wielding increasing power and influence Abstract: In today's highly competitive
advertising and grassroots marketing. over personal and household purchases, global marketplace, firms have
May be used with: (599024) NHL-- these youths will determine the future increasingly turned to outsourcing. In
1998: "The Coolest Game in Nagano". preferences and trends of the country's fact, it is not just blue collar jobs being
Geographic Setting: United States; consumer market. Thus, they represent outsourced, but white collar jobs, as well.
Canada enormous market opportunities for Even marketing, "the window to the
Industry Setting: Sports industry foreign companies. How important is this company's worldwide customer base," is
Gross Revenues: $10 billion revenues dynamic market? Do the challenges feeling outsourcing pressures. Takes a
Subjects: Advertising; Market research; outweigh the attractions? And how best look at the corporate implications of
Profitability analysis; Sports can marketers appeal to these bolder, outsourcing global marketing and reports
Length: 31p more individualistic, more "Westernized" the findings of a telephone survey
Supplementary Materials: Teaching young Chinese consumers? conducted with U.S. and Canadian
Note, (596089), 8p, by V. Kasturi Geographic Setting: China marketing executives. U.S. firms were
Rangan Subjects: China; Consumer marketing; found to outsource marketing activities
Marketing strategy; Power & influence more frequently than Canadian firms,
U9709C Length: 10p often at the expense of control and
Title: Marketing the Unmarketable Year New: 2004 customer satisfaction.
Author(s): Nakache, Patricia Subjects: NO
Publication Date: 09/01/1997 F0306B SUBJECTS(KEYWORDS)
Product Type: Harvard Management Title: Marketing to Generation (R) Length: 10p
Update Article Author(s): Brown, Stephen Year New: 2006
Abstract: For commodity products and Publication Date: 06/01/2003
services, price seems to be the only way Product Type: Harvard Business 2387
to remain competitive in the Review Article Title: Markets of One: Creating
marketplace. However, price-based Abstract: How do you market to Customer-Unique Value through Mass
competition can quickly lead to a decline marketing-savvy consumers? According Customization (Hardcover)
in profitability, and can affect the quality to this professor, today's consumers, Author(s): Gilmore, James; Pine, B.
of the goods and services we consume. ironically enough, appreciate the Joseph, II
In order to combat this decline, many authenticity of the old-fashioned, up-front Publication Date: 01/27/2000
companies are looking at new ways to sales pitch. Product Type: HBS Press Book
differentiate themselves: designing new Subjects: Customer relations; Marketing Abstract: A Harvard Business Review
product features, improving product planning; Marketing strategy; Sales Book, edited and with an introduction by
delivery, building brand recognition and strategy James Gilmore and B. Joseph Pine, II.
image, understanding what the customer Length: 2p This collection of ten Harvard Business
wants, and reaching outside their Review articles chronicles the evolution
industry for creative ideas. This article 2011 of business competition from mass
examines the efforts of Granite Rock Title: Marketing to Women Around the markets to markets of one-in other
Co., a producer of construction World (Hardcover) words, from creating standardized value
materials, and EnergyOne, a utilities Author(s): Bartos, Rena through mass production to creating
supplier, who each used the preceding Publication Date: 02/15/1988 customer-unique value through mass
strategies to differentiate themselves in Product Type: HBS Press Book customization. The book examines many
the marketplace, thereby creating a Abstract: Examines the demographics of the resulting changes in approach to
demand for their products and services, and consumer behavior of women in strategy and operations--for example,
and creating growth within their areas ranging from Europe and North moving from pushing products to fulfilling
industries. America to Latin America and the Far individual needs, moving from focusing
Industry Setting: Building materials East. Bartos' research will enable solely on market share to measuring
industries marketers to target diverse segments of customer share, and moving from
Subjects: Building materials industry; female consumers in ten countries by marketing to the masses to cultivating
Competition; Energy; Marketing using a framework that combines such learning relationships with each
planning; Marketing strategy basic demographics as employment and customer. Markets of One offers the best
Length: 3p marital status with the New of the leading thinkers on the topic,
List Price: $4.50 Demographics, which focus on attitudes exploring both the promise and pitfalls of
toward work. mass customization. Practical
BH110 Subjects: Demographics; International applications are presented with
Title: Marketing to China's Youth: A marketing; Women examples of leading companies who
Cultural Transformation Perspective Length: 350p successfully mass customize for markets
Author(s): Gong, Wen; Li, Zhan G.; Li, List Price: $29.95 of one.
Tiger Subjects: Consumer marketing;
Publication Date: 11/15/2004 Customer service; Market analysis;
BH190
Product Type: Business Horizons Market definition; Market positioning;
Title: Marketing: Who's Really Minding
Market research; Market selection; Subjects: Economic analysis; Pricing; research; Retailing; Sales promotions;
Market structure; Marketing Product lines; Product positioning Supermarkets
management; Marketing planning; Length: 1p Length: 20p
Marketing strategy
Length: 240p 503S74 595039
List Price: $29.95 Title: Marsh Supermarkets, Inc. (A): Title: Marsh Supermarkets, Inc. (B):
The Marsh Super Study, Spanish The Entry of Meijer Supercenters
593063 Version Author(s): Burke, Raymond R.
Title: Marks and Spencer P.L.C.: Food Author(s): Burke, Raymond R. Publication Date: 10/18/1994
Leadership in the 1990s Publication Date: 11/02/1993 Revision Date: 03/20/1995
Author(s): Goldberg, Ray A. Revision Date: 03/07/1995 Product Type: Case (Field)
Publication Date: 12/21/1992 Product Type: LACC Case Abstract: The Marsh chain of
Revision Date: 06/28/1993 Abstract: In response to recent trends supermarkets is challenged by the entry
Product Type: Case (Field) in grocery retailing, Marsh Supermarkets of Meijer Supercenters into the
Abstract: Marks and Spencer is being has completed an intensive 65-week Indianapolis market. Marsh management
challenged as profit and sales leader in study of the activity at five superstores in must decide how to select, price,
the U.K. food system. Can they remain a the Midwest. The study tracked the promote, and merchandise its products
niche food player? sales, profits, space, and promotion in order to retain the loyalty of its
Geographic Setting: Global dynamics of the entire store: dry customers and maintain profitability. May
Industry Setting: Food industry; Retail grocery, general merchandise, health be used with: (594042) Marsh
industry and beauty care, and perishables. Supermarkets, Inc. (A): The Marsh
Company Size: large (These data are provided in the case Super Study.
Number of Employees: 16,000 exhibits.) Management hoped the study Geographic Setting: Indianapolis, IN
Gross Revenues: $9 billion revenues would provide insights on how and why Industry Setting: Grocery stores; Retail
Subjects: Agribusiness; International products sell, identify product categories industry
marketing; Retailing; United Kingdom of greatest strategic importance, and Company Size: large
Length: 48p spot inefficiencies in store operations. Gross Revenues: $1 billion revenues
Geographic Setting: Indianapolis, IN Subjects: Consumer behavior; Market
509029 Industry Setting: Grocery stores; Retail research; Retailing; Sales promotions;
Title: Marks and Spencer: Plan A industry Supermarkets
Author(s): Sanghavi, Nitin; Winig, Company Size: large Length: 6p
Laura; Bell, David E. Gross Revenues: $1 billion revenues
Publication Date: 01/05/2009 Subjects: Consumer behavior; Market 903A19
Product Type: Case (Field) research; Retailing; Sales promotions; Title: Marshalls International, Inc.
Abstract: Marks & Spencer initiated a Supermarkets Author(s): Pearce, Michael R.; Amini,
comprehensive approach to Length: 21p Samira
sustainability (reduction of waste, carbon Publication Date: 10/20/2003
emissions, fair trade) called Plan A. 594042 Product Type: Case (Field)
Does it offer a competitive advantage? Title: Marsh Supermarkets, Inc. (A): Publisher: Richard Ivey School of
Geographic Setting: United Kingdom The Marsh Super Study Business/UWO
Industry Setting: Agribusiness; Retail Author(s): Burke, Raymond R. Abstract: Warners Inc. is a world-
industry; Supermarkets Publication Date: 11/02/1993 leading packaged goods company that
Gross Revenues: $18 billion Revision Date: 03/07/1995 supplies a large number of packaged
Event Year Start: 2008 Product Type: Case (Field) goods to Marshalls International Inc., a
Event Year End: 2008 Abstract: In response to recent trends leading mass merchandiser. The health
Subjects: NO in grocery retailing, Marsh Supermarkets and beauty category manager at
SUBJECTS(KEYWORDS) has completed an intensive 65-week Warners has been asked to examine its
Length: 23p study of the activity at 5 superstores in hair care category for opportunities to
the midwest United States. The study allow Marshalls to achieve a leadership
588065 tracked the sales, profits, space, and position in the category among its
Title: Marrying the "Sweet Spots" promotion dynamics of the entire store: competitors. He must examine the
Author(s): Shapiro, Benson P. dry grocery, general merchandise, leading retailers in the category and their
Publication Date: 06/24/1988 health and beauty care, and perishables. marketing strategies and compare them
Revision Date: 09/01/1988 (These data are provided in the case to Marshalls' strategy.
Product Type: Case (Gen Exp) exhibits.) Management hoped the study Geographic Setting: United Kingdom
Abstract: Meant to raise issues of would provide insights on how and why Industry Setting: Service industries
product line management and to products sell, identify product categories Company Size: large
encourage students to discuss why of greatest strategic importance, and Subjects: Competition; Consumer
companies want to make products spot inefficiencies in store operations. marketing; Cosmetics; Distribution;
different than customers want to buy. May be used with: (595039) Marsh Marketing strategy; United Kingdom
Set in the aluminum industry and Supermarkets, Inc. (B): The Entry of Length: 14p
obviously "arm chaired" (not field Meijer Supercenters. Supplementary Materials: Teaching
gathered). Asks students to understand Geographic Setting: Indianapolis, IN Note, (803A19), 9p, by Michael R.
the philosophical issues behind "market Industry Setting: Grocery stores; Retail Pearce, Samira Amini
orientation" from several perspectives. industry Year New: 2004
Geographic Setting: United States Company Size: large
Industry Setting: Aluminum industry Gross Revenues: $1 billion revenues 501080
Company Size: large Subjects: Consumer behavior; Market Title: Martha Stewart Living Omnimedia
(A) Revision Date: 07/30/2002 Stewart Living Omnimedia (A).

Author(s): Fournier, Susan; Winig, Product Type: LACC Case Subjects: Brands; Consumer behavior
Laura; Herman, Kerry; Wojnicki, Andrea Abstract: Martha Stewart Living Length: 7p
Publication Date: 04/24/2001 Omnimedia (MSLO), a branded and Supplementary Materials: Teaching
Revision Date: 07/30/2002 integrated content and media company Note, (502003), 16p, by Susan Fournier
Product Type: Case (Library) dedicated to "elevating the role of the
Abstract: Martha Stewart Living homemaker," went public on October 19, 504S36
Omnimedia (MSLO), a branded and 1999, creating a company with a market Title: Martha Stewart Living Omnimedia
integrated content and media company value of $1.73 billion, and a stake for (B), Spanish Version
dedicated to "elevating the role of the Stewart worth $1.2 billion. Aretha Author(s): Fournier, Susan; Coleman,
homemaker," went public on October 19, Jackson, president of a private Laura
1999, creating a company with a market investment firm, must counsel a client on Publication Date: 04/24/2001
value of $1.73 billion, and a stake for whether to invest in MSLO--a precarious Revision Date: 06/12/2001
Stewart worth $1.2 billion. Aretha prospect in light of the steady downward Product Type: LACC Supplement
Jackson, president of a private plunge in MSLO stock performance Abstract: Supplements the (A) case.
investment firm, must counsel a client on since the IPO. Risks outlined in the Must be used with: (504S35) Martha
whether to invest in MSLO--a precarious company's S-1 filing also highlighted Stewart Living Omnimedia (A), Spanish
prospect in light of the steady downward special concerns specific to the Version.
plunge in MSLO stock performance management of the "Person-Brand." Subjects: Brands; Consumer behavior
since the IPO. Risks outlined in the Could the company outlive Stewart? Length: 9p
company's S-1 filing also highlighted What if Stewart's reputation or image Year New: 2004
special concerns specific to the was tarnished? How, exactly, did the
management of the "Person-Brand." reputation of Stewart affect the value of
505001
Could the company outlive Stewart? the brand? Jackson had to understand
Title: Marvel Enterprises, Inc.
What if Stewart's reputation or image what meanings Martha Stewart claimed,
Author(s): Elberse, Anita
was tarnished? How, exactly, did the and for whom, while also coming to grips
reputation of Stewart affect the value of with the meaning-management
the brand? Jackson must understand principles that applied in "managing
what meanings Martha Stewart claimed, Martha," the person and the brand. From
Abstract: The management team of
and for whom, while also coming to grips a cultural meaning-management point of
Marvel Enterprises, known for its
with the meaning-management view, the person-brand context is unique
universe of superhero characters that
principles that applied in "managing in that it must consider two significant
includes Spider-Man, the Hulk, and X-
Martha," the person and the brand. From sources of meaning, both of which must
Men, must reevaluate its marketing
a cultural meaning-management point of be managed: 1) the public (the brand
strategy. In June 2004, only six years
view, the person-brand context is unique face) and 2) the private (the person
after the company emerged from
in that it must consider two significant face). Also considers the special
bankruptcy, Marvel has amassed a
sources of meaning, both of which must meaning-management issues involved
market value of more than $2 billion.
be managed: 1) the public (the brand with multivocality of the brand
Originally known as a comic book
face) and 2) the private (the person proposition: i.e., the embodiment of
publisher, the company now also has
face). Also considers the special multiple, and perhaps conflicting,
highly profitable toy, motion picture, and
meaning-management issues involved meanings within one brand for various
consumer products licensing operations.
with multivocality of the brand consumer audiences. This is an
However, doubts about Marvel's
proposition: i.e., the embodiment of important meaning-management theme
business model and its growth potential
multiple, and perhaps conflicting, as it involves MSLO's engagements with
continue to exist. Had Marvel's winning
meanings within one brand for various K-Mart and the formulation of future line
streak been just a fluke? Was marvel's
consumer audiences. This is an extension ideas.
success dependent on a limited set of
important meaning-management theme Geographic Setting: United States
blockbuster characters, most notably
as it involves MSLO's engagements with Industry Setting: Media
Spider-Man, and should Marvel continue
K-Mart and the formulation of future line Number of Employees: 500
to capitalize on those characters? Or
extension ideas. Subjects: Brand equity; Brand
was it time to seek growth in a larger set
Geographic Setting: United States management; Brands; Consumer
of lesser known characters? In exploring
Industry Setting: Media behavior; Merchandising
growth opportunities, was it wise for
Number of Employees: 500 Length: 35p
Marvel to venture outside its current
Subjects: Brand equity; Brand Supplementary Materials: LACC
business model and move into more
management; Brands; Consumer Supplement, (504S36), 9p, by Susan
capital-intensive activities? What
behavior; Merchandising Fournier, Laura Coleman
marketing strategy would allow Marvel to
Length: 32p Year New: 2004
sustain its success in the coming years?
Supplementary Materials: Supplement
Includes color exhibits.
(Library), (501079), 7p, by Susan 501079 Geographic Setting: United States
Fournier, Laura Coleman; Teaching Title: Martha Stewart Living Omnimedia Industry Setting: Publishing industry
Note, (502003), 16p, by Susan Fournier (B) Number of Employees: 200
Author(s): Fournier, Susan; Coleman, Gross Revenues: $350 million
504S35 Laura revenues
Title: Martha Stewart Living Omnimedia Publication Date: 04/24/2001 Event Year Start: 2004
(A), Spanish Version Revision Date: 06/12/2001 Event Year End: 2004
Author(s): Fournier, Susan; Winig, Product Type: Supplement (Library) Subjects: Brand management;
Laura; Herman, Kerry; Wojnicki, Andrea Abstract: Supplements the (A) case. Entertainment industry; Growth strategy;
Publication Date: 04/24/2001 Must be used with: (501080) Martha Intellectual property; Licensing;
Marketing strategy strategy. In June 2004, only six years Revision Date: 07/26/1996
Length: 20p after the company emerged from Product Type: LACC Case
Supplementary Materials: Teaching bankruptcy, Marvel has amassed a Abstract: Executives at Mary Kay
Note, (505073), 21p, by Anita Elberse market value of more than $2 billion. Cosmetics are renewing opportunities to
Year New: 2005 Originally known as a comic book enter the Japanese and/or Chinese
publisher, the company now also has markets. The comparative opportunities
505S15 highly profitable toy, motion picture, and must be assessed and guidelines for
Title: Marvel Enterprises, Inc., Spanish consumer products licensing operations. entry strategies must be determined.
Version However, doubts about Marvel's Geographic Setting: Japan; China
Author(s): Elberse, Anita business model and its growth potential Industry Setting: Cosmetic
Publication Date: 11/14/2004 continue to exist. Had Marvel's winning Company Size: large
Revision Date: 01/13/2005 streak been just a fluke? Was marvel's Gross Revenues: $800 million
Product Type: LACC Case success dependent on a limited set of revenues
Abstract: The management team of blockbuster characters, most notably Subjects: China; Cosmetics;
Marvel Enterprises, known for its Spider-Man, and should Marvel continue International marketing; Japan; Market
universe of superhero characters that to capitalize on those characters? Or entry; Market research; Marketing
includes Spider-Man, the Hulk, and X- was it time to seek growth in a larger set strategy
Men, must reevaluate its marketing of lesser known characters? In exploring Length: 35p
strategy. In June 2004, only six years growth opportunities, was it wise for
after the company emerged from Marvel to venture outside its current 594023
bankruptcy, Marvel has amassed a business model and move into more Title: Mary Kay Cosmetics: Asian
market value of more than $2 billion. capital-intensive activities? What Market Entry
Originally known as a comic book marketing strategy would allow Marvel to Author(s): Quelch, John A.; Laidler,
publisher, the company now also has sustain its success in the coming years? Nathalie
highly profitable toy, motion picture, and Includes color exhibits. Publication Date: 09/22/1993
consumer products licensing operations. Geographic Setting: United States Revision Date: 07/26/1996
However, doubts about Marvel's Industry Setting: Publishing industry Product Type: Case (Field)
business model and its growth potential Number of Employees: 200 Abstract: Executives at Mary Kay
continue to exist. Had Marvel's winning Gross Revenues: $350 million Cosmetics are renewing opportunities to
streak been just a fluke? Was marvel's revenues enter the Japanese and/or Chinese
success dependent on a limited set of Event Year Start: 2004 markets. The comparative opportunities
blockbuster characters, most notably Event Year End: 2004 must be assessed and guidelines for
Spider-Man, and should Marvel continue Subjects: NO entry strategies must be determined.
to capitalize on those characters? Or SUBJECTS(KEYWORDS) Geographic Setting: Japan; China
was it time to seek growth in a larger set Length: 22p Industry Setting: Cosmetic
of lesser known characters? In exploring Year New: 2006 Company Size: large
growth opportunities, was it wise for Gross Revenues: $800 million
Marvel to venture outside its current 583068 revenues
business model and move into more Title: Mary Kay Cosmetics, Inc.: Subjects: China; Cosmetics;
capital-intensive activities? What Marketing Communications International marketing; Japan; Market
marketing strategy would allow Marvel to Author(s): Quelch, John A.; Court, Alice entry; Market research; Marketing
sustain its success in the coming years? M. strategy
Geographic Setting: United States Publication Date: 01/20/1983 Length: 35p
Industry Setting: Publishing industry Revision Date: 06/25/1985 Supplementary Materials: Teaching
Number of Employees: 200 Product Type: Case (Field) Note, (595073), 11p, by John A. Quelch
Gross Revenues: $350 million Abstract: Marketing executives at the BESTSELLER
revenues company are considering the merits of a
Event Year Start: 2004 variety of communications programs 599077
Event Year End: 2004 designed to increase the effectiveness of Title: Mary Moore and Helmer Foods
Subjects: Brand management; the company's sales force of beauty Author(s): Deighton, John
Entertainment industry; Growth strategy; consultants. Publication Date: 04/15/1999
Intellectual property; Licensing; Geographic Setting: United States Product Type: Case (Gen Exp)
Marketing strategy Industry Setting: Cosmetic Abstract: Presents a debate
Length: 21p Company Size: mid-size surrounding the decision of a business
Year New: 2007 Gross Revenues: $240 million sales school graduate to join a major branded
Subjects: Advertising; Communication; foods company that is owned by a
9-507-P01 Consumer marketing; Cosmetics; cigarette manufacturer. Teaching
Title: Marvel Enterprises, Inc., Personal selling; Sales management Purpose: Ethical dimensions of
Portuguese Version Length: 20p marketing. Withdrawn 08/19/99.
Author(s): Elberse, Anita Supplementary Materials: Teaching Geographic Setting: United States
Publication Date: 11/14/2004 Note, (583065), 12p, by John A. Quelch Industry Setting: Food processing
Revision Date: 05/05/2005 industry
Product Type: LACC Case 505S09 Gross Revenues: $18 billion revenues
Abstract: The management team of Title: Mary Kay Cosmetics: Asian Subjects: Careers & career planning;
Marvel Enterprises, known for its Market Entry, Spanish Version Ethics; Food processing industry;
universe of superhero characters that Author(s): Quelch, John A.; Laidler, Marketing management; Tobacco
includes Spider-Man, the Hulk, and X- Nathalie industry
Men, must reevaluate its marketing Publication Date: 09/22/2093
Length: 6p Corey the United States and Canada, call 617-

782-7888.
505011 587042 Subjects: Consumer marketing; Growth
Title: Mason Instrument, Inc., Part I Title: Mason Instrument, Inc.--1986 (C): strategy; Marketing strategy
Author(s): Corey, E. Raymond; Electronics Guidance System for the Length: 90 min
Alexander PF Cherokee Missile List Price: $349.00
Publication Date: 11/10/1958 Author(s): Corey, E. Raymond Year New: 2004
Revision Date: 12/18/1978 Publication Date: 07/08/1986
Product Type: Case (Field) Revision Date: 05/18/1993 8584CD
Abstract: Competitive bidding on a Product Type: Supplement (Field) Title: Mass Affluence: Seven New
government contract for an electronic Abstract: Part of a series on a bidding Rules for Marketing to Today's
guidance control system for a guided situation involving missile guidance Consumer, A Harvard Business School
missile. systems. Must be used with: (587040) Publishing Virtual Seminar CD, Single
Industry Setting: Missiles Mason Instrument, Inc.--1986 (A): User
Event Year Start: 1958 Electronics Guidance System for the Author(s): Nunes, Paul F.
Event Year End: 1958 Cherokee Missile. Publication Date: 12/01/2004
Subjects: Communications equipment; Industry Setting: Electronics industry; Product Type: Conference Audio
Competitive bidding; Contracts; Military R&D Abstract: Mass Affluence: Seven New
Industrial markets; Pricing Subjects: Competitive bidding; Rules for Marketing to Today's
Length: 15p Electronics; Pricing Consumer, a Harvard Business School
Length: 1p Publishing virtual seminar CD, single
587040 user. Produced in collaboration with the
Title: Mason Instrument, Inc.--1986 (A): 8584SL American Marketing Association and
Electronics Guidance System for the Title: Mass Affluence: Seven New featuring Paul Nunes, executive
Cherokee Missile Rules for Marketing to Today's research fellow at Accenture's Institute
Author(s): Corey, E. Raymond Consumer, A Harvard Business School for High Performance Business and co-
Publication Date: 07/08/1986 Publishing Virtual Seminar CD, Multiuser author of the Harvard Business Review
Revision Date: 05/18/1993 Author(s): Nunes, Paul F. article "Selling to the Moneyed Masses."
Product Type: Case (Field) Publication Date: 12/01/2004 You may be missing extraordinary
Abstract: Mason Instruments has Product Type: Conference Audio opportunities to boost sales of your
become a second source for the Abstract: Mass Affluence: Seven New products or services if you are relying on
electronics guidance system for a Navy Rules for Marketing to Today's outdated notions about affluence and
missile. The case decision involves Consumer, a Harvard Business School market segmentation. The "new middle
bidding in the third-round competition. Publishing virtual seminar CD, single ground" of people with higher-than-
Geographic Setting: West Coast user. Produced in collaboration with the average incomes, yet short of being truly
Industry Setting: Weaponry American Marketing Association and rich, has become the hottest growth
Company Size: large featuring Paul Nunes, executive opportunity the market has seen in some
Subjects: Competitive bidding; research fellow at Accenture's Institute time. This group of "mass affluents"
Electronics; Pricing for High Performance Business and co- represents 49% of U.S. income but only
Length: 11p author of the Harvard Business Review 37% of consumption. That means there
Supplementary Materials: Supplement article "Selling to the Moneyed Masses." is discretionary income ready to be
(Field), (587041), 2p, by E. Raymond You may be missing extraordinary spent. What are the best practices in this
Corey; Supplement (Field), (587042), opportunities to boost sales of your new middle ground? Paul Nunes and his
1p, by E. Raymond Corey; Teaching products or services if you are relying on co-authors have researched this
Note, (587043), 7p, by E. Raymond outdated notions about affluence and phenomenon extensively and decoded it
Corey market segmentation. The "new middle to provide you with critical insights for
ground" of people with higher-than- marketing to today's mass affluent
average incomes, yet short of being truly consumer. In this 90-minute
587041
rich, has become the hottest growth presentation, Nunes leads you through
Title: Mason Instrument, Inc.--1986 (B):
opportunity the market has seen in some how to reexamine how your customers
Electronics Guidance System for the
time. This group of "mass affluents" use your product, pay for it, and value it
Cherokee Missile
represents 49% of U.S. income but only as well as other key elements in tapping
Author(s): Corey, E. Raymond
37% of consumption. That means there into this exceptional market opportunity.
is discretionary income ready to be Volume discounts and site license
spent. What are the best practices in this pricing are also available. For
new middle ground? Paul Nunes and his information, call 1-800-795-5200.
Abstract: Provides additional data
co-authors have researched this Outside the United States and Canada,
concerning the bid. Must be used with:
phenomenon extensively and decoded it call 617-783-7888.
(587040) Mason Instrument, Inc.--1986
to provide you with critical insights for Subjects: Consumer marketing; Growth
(A): Electronics Guidance System for
marketing to today's mass affluent strategy; Marketing strategy
the Cherokee Missile.
consumer. In this 90-minute Length: 90 min
Industry Setting: Electronics industry;
presentation, Nunes leads you through List Price: $129.00
Military R&D
how to reexamine how your customers Year New: 2004
Subjects: Competitive bidding;
Electronics; Pricing use your product, pay for it, and value it
Length: 2p as well as other key elements in tapping 8584CF
Supplementary Materials: Teaching into this exceptional market opportunity. Title: Mass Affluence: Seven New
Note, (587043), 7p, by E. Raymond For information regarding multiuser site Rules for Marketing to Today's
licenses, call 1-800-795-5200. Outside Consumer, A Harvard Business School
Publishing Virtual Seminar, Registration concepts of the 1950s consisted of Abstract: The new head of the Cancer
Fee lowest common denominator strategies Research Center at Massachusetts
Author(s): Nunes, Paul F. aimed at the "middle class," Nunes and General Hospital and Harvard Medical
Publication Date: 12/01/2004 Johnson argue that the rules of mass School is faced with a changing source
Product Type: Previous Conference marketing must be rewritten to appeal to of funds for research, as research
Abstract: Mass Affluence: Seven New today's burgeoning mass of different-- becomes more complex and cross-over
Rules for Marketing to Today's and far more affluent--consumers. The to other industries such as food and
Consumer, a Harvard Business School "moneyed masses" have more nutrition becomes important. Teaching
Publishing virtual seminar produced in disposable income than ever, and Purpose: To indicate private/public role
collaboration with the American research shows the richest among them in reseach for cancer and its relationship
Marketing Association, featuring Paul are not spending up to their potential-- to the food system.
Nunes, executive research fellow at thus creating a windfall of opportunity for Geographic Setting: United States
Accenture's Institute for High marketers. Based on extensive Industry Setting: Health care industry
Performance Business and co-author of consumer research, Mass Affluence Company Size: small
the Harvard Business Review article outlines seven new rules for capturing Number of Employees: 200
"Selling to the Moneyed Masses." You this largely ignored market and reveals Gross Revenues: $30 million revenues
may be missing extraordinary how innovative companies are already Subjects: Agribusiness; Health; Hospital
opportunities to boost sales of your employing them to launch billion-dollar administration; Nonprofit organizations;
products or services if you are relying on industries in categories from oral care to Research & development
outdated notions about affluence and homebuilding to exotic automobiles. A Length: 13p
market segmentation. The "new middle sea change in marketing is underway--
ground" of people with higher than and future growth and profitability will 590009
average incomes, yet short of being truly belong to the companies that woo and Title: Massachusetts Lottery
rich, has become the hottest growth win today's affluent mass market. Paul Author(s): Smith, N. Craig; Quelch,
opportunity the market has seen in some Nunes is an Executive Research Fellow John A.; Lee, Ron
time. This group of "mass affluents" at Accenture's Institute for High Publication Date: 09/07/1989
represents 49% of U.S. income but only Performance Business in Cambridge, Revision Date: 01/25/1991
37% of consumption. That means there Massachusetts. Brian Johnson is a Product Type: Case (Library)
is discretionary income ready to be senior research analyst at Sanford C. Abstract: Describes the role of state
spent. What are the best practices in this Bernstein & Co., an investment research lotteries, lottery marketing, and the
new middle ground? Paul Nunes and his and management firm in New York City. operation of the Massachusetts State
co-authors have researched this Subjects: Consumer behavior; Lottery, including reference to
phenomenon extensively and decoded it Consumer marketing; Demographics; Massachusetts lottery advertising.
to provide you with critical insights for Innovation; Marketing strategy Highlights the success of state lotteries
marketing to today's mass affluent Length: 288p while also noting growing criticism,
consumer. In this interactive, 90-minute List Price: $32.95 particularly of their advertising. Teaching
presentation, he leads you through how objectives: To consider 1) truth in
to reexamine how your customers use 582038 advertising, 2) the ethics of marketing
your product, pay for it, and value it, as Title: MassNORML gambling, and 3) the marketing/public
well as other key elements in tapping Author(s): Clarke, Darrel G. policy interface.
into this exceptional market opportunity. Publication Date: 07/25/1981 Geographic Setting: Massachusetts
Nunes welcomes your questions as part Revision Date: 07/30/1984 Industry Setting: Lottery
of this interactive, 90-minute Product Type: Case (Field) Gross Revenues: $1.4 billion sales
presentation. To register, please go to Abstract: A nonprofit organization seeks Subjects: Advertising; Ethics; Nonprofit
www.krm.com/newmasses to influence the legislative process for marketing; Public policy; State
Subjects: Consumer marketing; Market legalizing marijuana usage by government
segmentation; Marketing strategy performing a survey of voters opinions. Length: 8p
Length: 90 min The case discusses sample bias and Supplementary Materials: Teaching
List Price: $349.00 basic statistics necessary to correctly Note, (591075), 8p, by John A. Quelch,
Year New: 2004 interpret the survey findings. Rewrite of N. Craig Smith; Case Video, (593501), 2
three earlier cases by D. Reibstein. min, by Mass State Lottery
1962 Geographic Setting: Massachusetts
Title: Mass Affluence: Seven New Industry Setting: Government & 593501
Rules of Marketing to Today's Consumer regulatory Title: Massachusetts Lottery, Video
(Hardcover) Subjects: Interest groups; Market Author(s): Mass State Lottery
Author(s): Nunes, Paul F.; Johnson, research; Political process; Polls & Publication Date: 06/07/1993
Brian surveys; State government; Statistical Product Type: Case Video
Publication Date: 07/29/2004 analysis Abstract: Contains commercials that
Product Type: HBS Press Book Length: 9p permit instructors to discuss whether
Abstract: Forget mass customization Massachusetts Lottery uses appropriate
and microsegmentation. Winning in 593029 practices in its advertising. Must be used
today's business world requires a return Title: Massachusetts General Hospital: with: (590009) Massachusetts Lottery.
to an approach abandoned by marketing Cancer Research Center Industry Setting: Advertising industry
experts decades ago. Mass marketing is Author(s): Goldberg, Ray A.; Stacey, Subjects: Advertising; Ethics; Nonprofit
back, say Paul Nunes and Brian Eve marketing; Public policy; State
Johnson--but with a new target and a Publication Date: 09/15/1992 government
fresh approach that companies ignore at Revision Date: 10/14/1992 Length: 2 min
their peril. Whereas the mass marketing Product Type: Case (Field)
List Price: $150.00 Year New: 2007 big their sales staff should be and on
whether they can depend on selling
806127 595040 partners. In the growth phase, they
Title: Massive Inc. (B) Title: MasterCard and World concentrate on getting the sales force's
Author(s): Gilbert, Clark; Winston, Championship Soccer degree of specialization and size right.
Victoria W.; Lassiter, Joseph B., III Author(s): Quelch, John A.; Knoop, When businesses hit maturity,
Publication Date: 03/10/2006 Carin-Isabel companies should better allocate
Revision Date: 02/01/2007 Publication Date: 02/24/1995 existing resources and hire more
Product Type: Color Case Revision Date: 11/13/1996 general-purpose salespeople. Finally, as
Abstract: An abstract is not available for Product Type: Case (Field) organizations go into decline, wise sales
this product. May be used with: Abstract: The MasterCard vice leaders reduce sales force size and use
(806126) Massive Inc. (A). president for global promotions and partners to keep the business afloat for
Subjects: NO other MasterCard executives are as long as possible.
SUBJECTS(KEYWORDS) appraising the results of MasterCard's Geographic Setting: Chicago, IL;
Length: 4p worldwide sponsorship of the 1994 United States
Year New: 2006 World Cup soccer championship. They Industry Setting: Medical equipment &
must decide whether to commit to device industry; Pharmaceutical industry;
sponsor the 1998 championship to be Software industry
500036
held in France. Subjects: NO
Title: MasterCard International: World
Geographic Setting: Global SUBJECTS(KEYWORDS)
Championship Soccer Sponsorship
Industry Setting: Credit card Length: 12p
Author(s): Arnold, David J.; Lane, David
Company Size: large Year New: 2006
Revision Date: 07/31/2000 Gross Revenues: $320 billion revenues
Product Type: Case (Field) Subjects: Financial services; 593094
Abstract: MasterCard must decide International marketing Title: MathSoft, Inc. (A)
whether to renew the sponsorship of the Length: 32p Author(s): Rangan, V. Kasturi; Swartz,
World Cup and other soccer events in Supplementary Materials: Teaching Gordon
light of a 100% increase in the Note, (598100), 15p, by John A. Quelch, Publication Date: 04/30/1993
sponsorship fee and a strategic Christine Steinman Revision Date: 07/18/1994
realignment by MasterCard. A rewritten Product Type: Case (Field)
version of an earlier case. R0607F Abstract: MathSoft's VP of sales has
Geographic Setting: Global Title: Match Your Sales Force Structure doubled the size of the company's direct
Industry Setting: Financial services to Your Business Life Cycle field sales force to support the launch of
Number of Employees: 3,000 Author(s): Zoltners, Andris A.; Sinha, a new, high-end workstation software
Gross Revenues: $651 million Prabhakant; Lorimer, Sally E. product priced at almost $9,000.
revenues Publication Date: 07/01/2006 However, sales of the new product are
Subjects: Financial services; Product Type: Harvard Business far below plan. At the same time, the VP
International marketing; Marketing Review Article of marketing is calling for increased
mixes; Sports Abstract: Although companies devote magazine advertising to support sales of
Length: 21p considerable time and money to the company's $349 personal computer
Supplementary Materials: Teaching managing their sales forces, few focus software product, which has been
Note, (502017), 10p, by David J. Arnold much thought on how the structure of marketed through a combination of
the sales force needs to change over the distributors, retailers, telephone sales,
life cycle of a product or a business. and direct mail. The president of this
506S32
However, the organization and goals of entrepreneurial company must
Title: MasterCard and World
a sales operation have to evolve as determine the appropriate channel
Championship Soccer, Spanish Version
businesses start up, grow, mature, and structure and communications programs
decline if a company wants to keep for MathSoft's current product line and
Carin-Isabel
winning the race for customers. future growth. Illustrates the close
Specifically, firms must consider and linkages and trade-offs between
alter four factors over time: the differing industrial marketing channels and
roles that internal salespeople and communications methods and traces the
Abstract: The MasterCard vice
external selling partners should play, the evolution of one company's hybrid
president for global promotions and
size of the sales force, its degree of marketing channels. Also introduces
other MasterCard executives are
specialization, and how salespeople students to the use of advertising and
appraising the results of MasterCard's
apportion their efforts among different direct marketing in selling complex,
worldwide sponsorship of the 1994
customers, products, and activities. industrial products. For students who
World Cup soccer championship. They
These variables are critical because they have had a quantitative modeling
must decide whether to commit to
determine how quickly sales forces course, the case includes the output of a
sponsor the 1998 championship to be
respond to market opportunities, market response model developed from
held in France.
influence sales reps' performance, and MathSoft's advertising and sales data.
Geographic Setting: Global
affect companies' revenues, costs, and Geographic Setting: Massachusetts
Industry Setting: Credit card
profitability. In this article, the authors Industry Setting: Software industry
use time-series data and cases to Company Size: small
Subjects: NO
explain how, at each stage, firms can Number of Employees: 45
SUBJECTS(KEYWORDS)
best tackle the relevant issues and get Gross Revenues: $3 million revenues
Length: 32p
the most out of their sales forces. During Subjects: Advertising; Communication
start-up, smart companies focus on how strategy; Direct marketing; Distribution
channels; Distribution planning; apology to China. goods or services as value-added

Industrial markets; Software Industry Setting: Personal care solutions to individual customer needs.
Length: 24p products; Toy industry Uses examples of mass customization
Supplementary Materials: Supplement Subjects: NO successes to advance cross retailing as
(Field), (593095), 3p, by V. Kasturi SUBJECTS(KEYWORDS) a comprehensive strategy that frames
Rangan, Gordon Swartz; Case Video, Length: 13p current Web initiatives specifically in
(593518), 17 min, by Mathsoft Supplementary Materials: Supplement terms of customer value. Exploiting the
(Field), (HKU770), 3p, by Graham strategy will necessitate an
593518 Jackson, Yu Xiubao; Supplement (Field), understanding of the enablers and
Title: MathSoft, Inc. (A): Mathcad (HKU772), 3p, by Graham Jackson, Yu dimensions of mass customized "e-
Demonstration, Video Xiubao; Teaching Note, (HKU769), 8p, consumer services" (i.e., e-tail services,
Author(s): Mathsoft by Graham Jackson, Yu Xiubao as well as service-related consumer
Publication Date: 05/07/1993 products, that are defined and sold via
Product Type: Case Video HKU770 the Internet). The overall success of the
Abstract: Presents a demonstration of Title: Mattel Toys - Made in China (B) broader Internet marketplace will be
MathSoft's software product. Must be Author(s): Jackson, Graham; Xiubao, determined not just by industry-wide
used with: (593094) MathSoft, Inc. (A); Yu cooperation, but also by the
(593095) MathSoft, Inc. (B). Publication Date: 06/10/2008 development of rich standards that allow
Industry Setting: Advertising industry Product Type: Supplement (Field) for the highly customized bundling of
Subjects: Advertising; Communication Publisher: University of Hong Kong products. More importantly, service
strategy; Direct marketing; Distribution Abstract: Supplement to (HKU768). providers will be differentiated by their
channels; Distribution planning; Must be used with: (HKU768) Mattel ability to employ powerful Web interfaces
Industrial markets; Software Toys - Made in China (A). within a strategy that comprehensively
Length: 17 min Subjects: NO supports and extends a customer-
List Price: $150.00 SUBJECTS(KEYWORDS) controlled customization process.
Length: 3p Subjects: NO
Supplementary Materials: Teaching SUBJECTS(KEYWORDS)
593095
Note, (HKU769), 8p, by Graham Length: 10p
Title: MathSoft, Inc. (B)
Jackson, Yu Xiubao; Supplement (Field), Year New: 2007
Author(s): Rangan, V. Kasturi; Swartz,
Gordon (HKU772), 3p, by Graham Jackson, Yu
Publication Date: 04/30/1993 Xiubao 513083
Revision Date: 06/15/1994 Title: Maxwell House Division (A)
Product Type: Supplement (Field) HKU772 Author(s): Sultan, Ralph G.M.
Abstract: Describes the president's Title: Mattel Toys - Made in China (C) Publication Date: 09/22/1967
decision regarding MathSoft's marketing Author(s): Jackson, Graham; Xiubao, Product Type: Case (Field)
channels and communications methods, Yu Abstract: Involves product research.
and the company's sales results during Publication Date: 06/10/2008 With the aid of a linguistics consultant,
the next five quarters. The (A) case Product Type: Supplement (Field) General Foods develops a new coffee
market response model is also updated. Publisher: University of Hong Kong product.
Must be used with: (593094) MathSoft, Abstract: Supplement to (HKU768) and Geographic Setting: White Plains, NY
Inc. (A). (HKU770). Must be used with: Industry Setting: Coffee; Food industry
Industry Setting: Advertising industry (HKU768) Mattel Toys - Made in China Gross Revenues: more than $1 billion
Subjects: Advertising; Communication (A); (HKU770) Mattel Toys - Made in sales
strategy; Direct marketing; Distribution China (B). Event Year Start: 1965
channels; Distribution planning; Subjects: NO Event Year End: 1965
Industrial markets; Software SUBJECTS(KEYWORDS) Subjects: Beverages; Consulting;
Length: 3p Length: 3p Market research; Product introduction;
Supplementary Materials: Case Video, Supplementary Materials: Teaching Product lines; Sales promotions
(593518), 17 min, by Mathsoft Note, (HKU769), 8p, by Graham Length: 34p
Jackson, Yu Xiubao
HKU768 KEL112
Title: Mattel Toys - Made in China (A) BH226 Title: Maybelline Inc.: About Face
Author(s): Jackson, Graham; Xiubao, Title: Maximizing Customer Value Via Author(s): Hennessy, Julie; Carter, Jill;
Yu Mass Customized e-Consumer Services Tybout, Alice M.
Publication Date: 06/10/2008 Author(s): Grenci, Richard T.; Watts, Publication Date: 01/01/2004
Product Type: Case (Field) Charles A. Product Type: Case (Field)
Publisher: University of Hong Kong Publication Date: 03/15/2007 Abstract: Maybelline is the world's
Abstract: This three-part case study Product Type: Business Horizons leading mass cosmetic company. It
relates to the 2007 product recalls of Article enjoys tremendous success and a
toys manufactured in China for Mattel Publisher: Business Horizons/Indiana commanding market share, particularly
Inc., the world's biggest toy maker. Part University in the eye makeup category. But
(A) focuses on the recall of toys on 1 Abstract: While the Internet provides an Maybelline also acknowledges a
August, coated with lead paint. Part (B) ideal marketplace for customized weakness in the strategic face segment,
focuses on a subsequent double recall services, its strategic potential has yet to most notably in the profitable
involving production problems and be fully realized. In particular, multi-seller foundations product lines. Approaches
product design errors. Part (C) focuses (or "cross retail") partnerships are the the challenge of successfully growing
on the reactions of the Chinese key to a largely unexploited Internet this important category by looking at
authorities and Mattel's subsequent strategy for mass customizing bundles of every aspect necessary to make this
move, including: consumer marketing Geographic Setting: United States Publication Date: 11/29/1990
strategy, consumer behavior and Industry Setting: Fast food industry Revision Date: 06/30/1993
purchasing patterns, demographic Gross Revenues: $17 billion revenues Product Type: Case (Pub Mat)
analysis, segmentation and targeting, Subjects: Environmental protection; Abstract: McDonald's decides to
product management, distribution Fast food industry; Marketing withdraw its polystyrene plastic
channels, pricing, advertising, and implementation; Packaging; Product packaging for sandwiches and
understanding the competitive planning & policy; Recycling hamburgers after years of defending
environment. Length: 14p itself against environmental critics. The
Geographic Setting: United States Supplementary Materials: Supplement decision occurs in the midst of a six-
Industry Setting: Cosmetic (Library), (M272B), 6p, by Julie Lubetkin, month Joint Task Force study, with the
Gross Revenues: $1 billion revenues James Lattin nonprofit Environmental Defense Fund
Subjects: NO (EDF), of McDonald's waste-
SUBJECTS(KEYWORDS) M272B management practices. The company
Length: 28p Title: McDonald's Corp.: has to decide how to position its about-
Year New: 2005 Environmentalism (B) face announcement and its relationship
Author(s): Lubetkin, Julie; Lattin, James with EDF.
508025 Publication Date: 01/01/1991 Geographic Setting: Oakbrook, IL
Title: McDonald's Revision Date: 02/01/1993 Industry Setting: Fast food industry
Author(s): Quelch, John A.; Herman, Product Type: Supplement (Library) Company Size: large
Kerry Publisher: Stanford University Number of Employees: 500,000
Publication Date: 08/10/2007 Abstract: Supplements the (A) case. Subjects: Environmental protection;
Revision Date: 04/03/2008 Must be used with: (M272A) Management communication; Nonprofit
Product Type: Case (Field) McDonald's Corp.: Environmentalism organizations; Packaging; Plastics;
Abstract: An abstract is not available for (A). Public relations; Social enterprise
this product. Industry Setting: Fast food industry Length: 33p
Geographic Setting: Global Subjects: Environmental protection; Supplementary Materials: Supplement
Industry Setting: Fast food industry; Fast food industry; Marketing (Library), (393162), 3p, by Sharon M.
Restaurant industry implementation; Packaging; Product Livesey; Teaching Note, (393161), 18p,
Number of Employees: 465,000 planning & policy; Recycling by Sharon M. Livesey
Gross Revenues: $21,586.4 million Length: 6p
revenues 393162
Event Year Start: 2004 503020 Title: McDonald's and the Environment
Event Year End: 2007 Title: McDonald's Russia: Managing a (B)
Subjects: NO Crisis Author(s): Livesey, Sharon M.
SUBJECTS(KEYWORDS) Author(s): Moon, Youngme; Herman, Publication Date: 06/29/1993
Length: 11p Kerry Revision Date: 10/08/1993
Supplementary Materials: Teaching Publication Date: 10/21/2002 Product Type: Supplement (Library)
Note, (508040), 12p, by John A. Quelch Revision Date: 01/08/2003 Abstract: McDonald's announces its
Year New: 2007 Product Type: Case (Field) decision to change from polystyrene
Abstract: In August 1998, George "clamshells" for its sandwich packaging
M272A Cohon, founder and senior chairman of to a new paper wrap. Must be used with:
Title: McDonald's Corp.: McDonald's Russia, is facing an (391108) McDonald's and the
Environmentalism (A) economic state of emergency. Russia is Environment (A).
Author(s): Lubetkin, Julie; Lattin, James in the midst of a severe currency crisis-- Industry Setting: Plastics industry
Publication Date: 01/01/1991 the ruble has plummeted in value, Subjects: Environmental protection;
Revision Date: 02/01/1993 creating massive inflation and Management communication; Nonprofit
Product Type: Case (Library) widespread economic disarray. Traffic in organizations; Packaging; Plastics;
Publisher: Stanford University the 26 restaurants has plummeted, and Public relations; Social enterprise
Abstract: In 1976, McDonald's began a Cohon is struggling to figure out how to Length: 3p
move to abandon paper packaging in entice consumers back to McDonald's. Supplementary Materials: Teaching
favor of polystyrene plastic, based on Cohon is debating two issues: whether Note, (393161), 18p, by Sharon M.
environmental impact reports that plastic to raise prices and whether to add low- Livesey
used less energy, represented less priced items, such as cabbage soup, to
landfill volume, and was recyclable. By the menu. 902A21
1990, public perceptions have shifted, Geographic Setting: Russia Title: McDonald's and the Hotel Industry
and McDonald's, facing pressure from Industry Setting: Fast food industry Author(s): Vandenbosch, Mark; Mark,
consumers and franchisees, needs to Subjects: Advertising; Brands; Ken
determine the appropriate response to Consumer marketing; Customer Publication Date: 12/13/2002
its packaging problem. One possibility retention; Fast food industry; Product Type: Case (Library)
under consideration is to enter into a International marketing; Marketing Publisher: Richard Ivey School of
joint task force with the Environmental strategy; Pricing; Russia Business/UWO
Defense Fund to develop new policies Length: 23p Abstract: McDonald's, one of the
and actions related to solid waste NEW world's strongest and most recognizable
disposal. The case provides an brands, intends to extend its "world's
opportunity for students to contemplate 391108 best quick service restaurant
the roles and responsibilities of Title: McDonald's and the Environment experience" brand into the hotel industry
marketing when facing environmental (A) by launching a hotel in Illinois. An
issues. Author(s): Livesey, Sharon M. industry observer examines the hotel
venture's positioning options and the satisfaction, and liabilities. They then (F0503J) Outsourcing Marketing.
McDonald's brand extension into a map those elements to four revenue- Subjects: NO
different product class. related expressions of customer SUBJECTS(KEYWORDS)
Geographic Setting: United States commitment: current customer Length: 0p
Industry Setting: Restaurant industry spending, risk of sales loss, revenue Supplementary Materials: Teaching
Company Size: large momentum, and likelihood of referrals. Note, (507056), 9p, by Gail McGovern,
Subjects: Brand management; Brands; The resulting framework allows John A. Quelch
Fast food industry; Food; Hotels & marketers and investors to "connect the
motels; Market analysis; Product dots" between key elements of brand E163A
positioning health and business performance and to Title: Med-Mart: Transitioning the
Length: 12p reconcile previously separate notions: Business Model (A)
Supplementary Materials: Teaching brand and operations, the short term and Author(s): Lattin, James; Leslie, Mark;
Note, (802A21), 8p, by Mark the long term, investment and return. In Yurday, Erin
Vandenbosch, Ken Mark the research, the number of companies Publication Date: 07/14/2003
Year New: 2004 consumers named as having strong Product Type: Case (Field)
brands was surprisingly small. Fifteen Publisher: Stanford University
UV0315 companies accounted for fully 50% of Abstract: Peter Kelly became CEO of
Title: McDonald's: The Arch Deluxe the mentions and only three companies-- Med-Mart, a home health supply
Launch Apple, Coca-Cola, and Microsoft-- company, shortly after his search fund
Author(s): Parry, Mark; Yoshinobu, accounted for 25% of mentions. The acquired it in 1993. Unfortunately, at the
Sato authors conclude with a set of best time of purchase, Med-Mart's sales
Publication Date: 10/25/1996 practices that are implied by the brand- growth, inventories, and receivables had
Revision Date: 04/06/2000 health framework and also characterize been grossly overstated, leading to a
Product Type: Case (Field) companies that are perceived as having precarious financial situation once these
Abstract: Students evaluate McDonald's the strongest brands. errors were discovered after the
new Arch Deluxe hamburger, targeted to Subjects: NO acquisition was completed. During the
adults, including the launch program and SUBJECTS(KEYWORDS) summer of 1995, Kelly hired Tim Martin
the underlying marketing strategy in light Length: 10p as Med-Mart's vice-president of sales to
of the company's skills, resources, and Year New: 2007 boost sales and help rescue Med-Mart
brand position. from financial peril. However, Martin's
Industry Setting: Fast food industry; 507701 proposal to increase sales involved
Food services Title: Measuring Marketing Performance refocusing Med-Mart from thousands of
Subjects: NO Author(s): McGovern, Gail; Quelch, products down to just a few high-margin
SUBJECTS(KEYWORDS) John A. products, eliminating over 80% of current
Length: 14p Publication Date: 02/01/2007 revenues. Kelly was wary of
Supplementary Materials: Teaching Product Type: Case (Field) implementing such a drastic plan and
Note, (UV0316), 11p, by Mark Parry Abstract: In many organizations, knew that success was wholly
Year New: 2007 marketing exists far from the executive dependent on the ability of the sales
suite and the boardroom. This tutorial force to increase sales of the few
SMR264 instructs students how to improve the remaining products dramatically. Kelly
Title: Measuring Brand Health to link between high level corporate thought they could reorient the sales
Improve Top-Line Growth strategy and the marketing function. force to implement Med-Mart's proposed
Author(s): Berg, Julie Dexter; First, students are exposed to three change in strategy effectively by
Matthews, John M.; O'Hare, Constance companies in which marketing programs changing the commission scheme.
M are tightly aligned with corporate Kelly's next step was to design this new
Publication Date: 10/01/2007 strategy. Second, students learn how to commission plan, considering the dollar
Product Type: Case (Field) create a marketing dashboard that can value and timing of commission
Abstract: To measure brand health reveal the true performance of their payments, as well as any thresholds,
(and, contrary to conventional wisdom, companies' marketing activities. The caps, or ramping of commissions. He
the authors contend, it can be resulting dashboard can be used to wondered how the sales force would
measured) is to obtain a 360-degree inform boards of directors and senior react to a compensation revamp and
view of a brand in its marketplace--a leaders as to how well their marketing handle selling only one primary product.
wide-angle view of consumers and efforts are supporting customers' needs. Geographic Setting: United States
competitors. What is required, they say, Lastly, the tutorial takes students into the Industry Setting: Medical supplies
is isolating underlying elements that Harvard Business School Executive Number of Employees: 200
matter, measuring them, and linking Education classroom, where they can Gross Revenues: $18 million revenues
them to business performance. Based experience first-hand how other Subjects: Entrepreneurship; Health
upon quantitative survey data collected executives learned to master the services; Marketing strategy; Sales
in 2007 from consumers in large sectors marketing dashboard creation process. compensation; Sales management;
of the U.S. economy--food and grocery, Authorized faculty can request an exam Strategy implementation
wireless services, and banking--drawn copy of a multimedia case by calling Length: 19p
from major geographic markets 800-545-7685 (outside the United States Supplementary Materials: Supplement
nationwide, the authors offer a and Canada, 617-783-7600). May be (Field), (E163B), 2p, by James Lattin,
statistically reliable set of brand-health used with: (504016) Starbucks: Mark Leslie, Erin Yurday; Supplement
elements for companies to measure and Delivering Customer Service; (507031) (Field), (E163C), 1p, by James Lattin,
use as leading indicators of sales risk Marketing for Senior Executives, Notes Mark Leslie, Erin Yurday
and potential: brand leadership, for Educators; (R0411D) Bringing NEW
attractiveness, distinctiveness, Customers into the Boardroom;
E163B Note, (KEL013), 5p, by Timothy Calkins, within the government-regulated health
Title: Med-Mart: Transitioning the Rajnish Changrani information market. MedNet's business
Business Model (B) Year New: 2005 model relies on advertising sales,
Author(s): Lattin, James; Leslie, Mark; primarily to pharmaceutical companies.
Yurday, Erin 2066 MedNet competes for advertising dollars
Publication Date: 07/14/2003 Title: MedNet.com Confronts 'Click- with large search engines, category
Product Type: Supplement (Field) Through' Competition specific sites, and clinical trial sites. In
Publisher: Stanford University Author(s): Young, Allegra 2007, large search engines charge for
Abstract: Supplements the (A) case. Publication Date: 04/20/2007 "results," or "click throughs." Other sites,
Must be used with: (E163A) Med-Mart: Product Type: Case such as online newspapers, charge for
Transitioning the Business Model (A). Abstract: In January 2007, impressions. Advertising campaigns
Industry Setting: Health services "MedNet.com" is a leading website that depend on numerous variables (an
Subjects: Entrepreneurship; Health provides science-based health efficient audience size, audience frame
services; Marketing strategy; Sales information free of charge to online of mind, willingness to complete a
compensation; Sales management; visitors. MedNet communicates with transaction, etc.) In the face of fierce
Strategy implementation traditional web journalism, interactive advertising competition, MedNet is
Length: 2p software, and social media tools such as forced to defend key elements of its
NEW blogs, video reports and virtual reality business model vis-a-vis a large search
tours. The site operates conservatively engine. However, in defending the
E163C within the government-regulated health advertising value MedNet delivers,
Title: Med-Mart: Transitioning the information market. MedNet's business MedNet executives may be building the
Business Model (C) model relies on advertising sales, case for why niche sites may be a better
Author(s): Lattin, James; Leslie, Mark; primarily to pharmaceutical companies. investment for the advertiser's budget.
Yurday, Erin MedNet competes for advertising dollars Industry Setting: Advertising industry;
Publication Date: 07/14/2003 with large search engines, category E-commerce; Health care industry;
Product Type: Supplement (Field) specific sites, and clinical trial sites. In Pharmaceutical industry
Publisher: Stanford University 2007, large search engines charge for Subjects: NO
Abstract: Supplements the (A) case. "results," or "click throughs." Other sites, SUBJECTS(KEYWORDS)
Must be used with: (E163A) Med-Mart: such as online newspapers, charge for Length: 12p
Transitioning the Business Model (A). impressions. Advertising campaigns Year New: 2007
Industry Setting: Health services depend on numerous variables (an
Subjects: Entrepreneurship; Health efficient audience size, audience frame 599020
services; Marketing strategy; Sales of mind, willingness to complete a Title: MedSim
compensation; Sales management; transaction, etc.) In the face of fierce Author(s): Arnold, David J.; Brachfeld,
Strategy implementation advertising competition, MedNet is Dov
Length: 1p forced to defend key elements of its Publication Date: 11/02/1998
NEW business model vis-a-vis a large search Revision Date: 06/01/1999
engine. However, in defending the Product Type: Case (Field)
KEL012 advertising value MedNet delivers, Abstract: An Israeli high-tech start-up
Title: MedImmune: FluMist Introduction MedNet executives may be building the has developed an innovative simulator
Author(s): Calkins, Timothy; Changrani, case for why niche sites may be a better which makes possible non-patient
Rajnish investment for the advertiser's budget. training in medical ultrasound. The
Publication Date: 01/01/2004 Industry Setting: Advertising industry; marketing function moves to the United
Revision Date: 08/13/2004 E-commerce; Health care industry; States, the largest market, while other
Product Type: Case (Pub Mat) Pharmaceutical industry functions remain in Israel. The case
Abstract: Examines the launch of Subjects: NO describes a number of options for further
FluMist, the first significant innovation in SUBJECTS(KEYWORDS) growth.
influenza vaccines in over 50 years. The Length: 12p Geographic Setting: Global
head of sales and marketing for Supplementary Materials: Teaching Industry Setting: Health care industry
MedImmune is working through the Note, (2067), 12p, by Allegra Young, Number of Employees: 25
launch plan for FluMist. In particular, he Michael L. Barretti Gross Revenues: $2 million revenues
is struggling with the question of how Year New: 2007 Subjects: Entrepreneurial management;
best to position FluMist. To determine International marketing; Marketing
the correct positioning, he has to 208S23 strategy
consider business objectives, Title: MedNet.com Confronts 'Click- Length: 22p
competitive set, differentiation, and Through' Competition, Spanish Version
pricing. Author(s): Young, Allegra IMD044
Geographic Setting: United States Publication Date: 04/20/2007 Title: Medi-Cult: Pricing a Radical
Industry Setting: Pharmaceutical Product Type: LACC Case Innovation
industry Abstract: In January 2007, Author(s): Rogers, Brian; Kumar,
Gross Revenues: $900 million "MedNet.com" is a leading website that Nirmalya
revenues (2002) provides science-based health Publication Date: 01/01/1999
Event Year Start: 2003 information free of charge to online Revision Date: 01/06/2003
Event Year End: 2003 visitors. MedNet communicates with Product Type: Case (Field)
Subjects: NO traditional web journalism, interactive Publisher: IMD - International Institute
SUBJECTS(KEYWORDS) software, and social media tools such as for Management Development
Length: 4p blogs, video reports and virtual reality Abstract: Highlights the issues involved
Supplementary Materials: Teaching tours. The site operates conservatively in the launch of an infertility product and
procedure that allows women to become on market forces. appropriate? This is a revised version of
pregnant without having to undergo Industry Setting: Media; an earlier case.
unpleasant hormone stimulation or Telecommunications industry Geographic Setting: Germany
experience dangerous side effects. In Subjects: NO Industry Setting: Diagnostic device
bringing its product to market, Medi-Cult, SUBJECTS(KEYWORDS) Subjects: Germany; Medical supplies;
a small biotechnology company, must Length: 27p Sales strategy; Sourcing
deal with regulatory constraints, larger List Price: $6.95 Length: 9p
competitors, and the challenges of Supplementary Materials: Teaching
introducing a new product into the local 502006 Note, (IMD049), 13p, by Christopher
and global marketplace. Questions Title: The Medicines Co. Lovelock
raised are: Should the product be priced Author(s): Gourville, John T. NEW
according to its perceived value? Should Publication Date: 07/03/2001
Medi-Cult pursue a penetration or Revision Date: 08/09/2005 5770
market skimming strategy in pricing the Product Type: Case (Field) Title: Meeting of the Minds: Creating
new product? How will the contribution Abstract: It is early 2001 and the the Market-Based Enterprise
margin be affected if a global, regional, Medicines Co. just received FDA (Hardcover)
or multinational pricing strategy is approval to market Angiomax, a blood Author(s): Barabba, Vincent P.
chosen? What are the ethical issues in thinner to be used during angioplasties Publication Date: 09/26/1995
pricing pharmaceuticals? and heart procedures. It is intended to Product Type: HBS Press Book
Industry Setting: Biotechnology be a better alternative to Heparin, an 80- Abstract: Despite much talk of being
industry; Pharmaceutical industry year-old drug that costs less then $10 "market oriented," few companies have
Subjects: Biotechnology; Competition; per dose. The company believes it can harnessed the full range of their
Ethics; International marketing; New sell Angiomax for a much higher price capabilities to serve the customer. In
product marketing; Pharmaceuticals; than Heparin--but how much more? fact, the traditional organization of
Product introduction; Regulation Angiomax also represents the first of corporate activities into separate
Length: 13p several drugs being developed under a functions with marketing controlling
Supplementary Materials: Teaching rather unique business model. The primary access to the customer has
Note, (IMD045), 14p, by Nirmalya Kumar company is in the business of "rescuing" widened the gulf of knowledge and
NEW drugs that other companies have given understanding between the enterprise
up on--i.e., they purchase or license the and its markets, and within the firm itself.
582121 rights to drugs that other companies This book provides a practical blueprint
Title: Media Allocation Exercise have halted development on, with the for creating dynamic, market-based
Author(s): Quelch, John A. intent of completing the development decision-making mechanisms that lead
Publication Date: 06/04/1982 process and bringing the drug to market. to competitive advantage. Drawing on
Revision Date: 05/15/1990 With the success of Angiomax, the his thirty years of executive experience
Product Type: Exercise company feels that this business model at Eastman Kodak, Xerox, General
Abstract: Data on the breakdown of has been validated. Motors, and in the public sector, Vincent
advertising expenditures by media are Geographic Setting: Cambridge, MA P. Barabba demonstrates that when
provided for 10 corporations. Students Industry Setting: Biotechnology companies use systems thinking to view
must match the names of the 10 industry customers and the market as an
corporations against each media Number of Employees: 150 extension of the firm, they achieve a
allocation profile. Subjects: Biotechnology; Innovation; meeting of the minds--creating value for
Industry Setting: Advertising industry Marketing strategy; Pharmaceuticals; customer, community, and enterprise.
Subjects: Advertising; Advertising Pharmaceuticals industry; Pricing; Barabba rejects the path of
media; Consumer marketing Technology organizational restructuring and instead
Length: 2p Length: 18p presents a unique framework for creating
Supplementary Materials: Teaching Supplementary Materials: Teaching unity of knowledge and purpose across
Note, (583063), 10p, by John A. Quelch Note, (502076), 20p, by John T. functions and for linking them with the
Gourville markets they serve.
7859BC Subjects: Decision making; Market
Title: Media: Watchdog or Lapdog?-- IMD048 analysis; Market research; Marketing
Marketing, Politics, and the Media Title: Mediquip S.A. management; Marketing organization;
Author(s): Quelch, John A.; Jocz, Author(s): Kashani, Kamran Marketing strategy; Product
Katherine Publication Date: 01/01/1998 development; Systems design
Publication Date: 12/28/2007 Revision Date: 02/25/2003 Length: 272p
Product Type: HBS Press Chapter Product Type: Case (Field) List Price: $27.95
Abstract: Is the modern media industry Publisher: IMD - International Institute
living up to its role as a bulwark of for Management Development 86205
democracy and guardian of the public Abstract: Describes the selling activities Title: Megamarketing
interest? Private-sector media does of a sales engineer with respect to a key Author(s): Kotler, Philip
democratize access to news and account. The loss of the order for a CT Publication Date: 03/01/1986
information via a proliferation of outlets scanner provides the background for Product Type: Harvard Business
and products. However, consumer analyzing the dynamics of the buying Review Article
demand for hard news is declining and situation and the salesman's handling of Abstract: Because of the growing
many display rising dissatisfaction with it. The issues raised are: Who are the number of domestic and international
the media's political coverage. cast of characters influencing the buying markets blocked by high entry barriers,
Ultimately, the fate of media depends decision? What seems to motivate companies need to master the art of
both on its status as a public good and them? What sales strategy would be favorably influencing parties other than
target consumers. In addition to the four as suggested by a recent field manager"). While many of its
Ps of marketing strategy - product, price, experiment? Should prospects receive competitors seem to be faring poorly,
place, and promotion - executives must incentives such as entry in a lottery for a Merck seems to have managed the
add power and public relations. luxury car? Should advertising Medco integration superbly.
Megamarketing is the strategically emphasize the company's actual price Geographic Setting: United States
coordinated application of economic, competitiveness more? In the process of Industry Setting: Pharmaceutical
psychological, political, and public helping Senior Vice-President of industry
relations skills to gain the cooperation of Marketing Pierre Melancon make these Gross Revenues: $20 billion revenues
a number of parties in order to enter three (apparently) tactical decisions, Subjects: NO
and/or operate in a given market. students quickly discover the force and SUBJECTS(KEYWORDS)
Subjects: International marketing; intricacies of a powerful niche strategy, Length: 36p
Marketing implementation; Marketing while familiarizing themselves with a Year New: 2006
strategy; Power & influence; Public fascinating industry context and a range
relations of innovative marketing techniques, 598091
Length: 8p which are richly illustrated. May be used Title: Merck-Medco: Vertical
with: (R0109K) Boost Your Marketing Integration in the Pharmaceutical
904A29 ROI with Experimental Design. Industry
Title: Megawheels Inc. Geographic Setting: Quebec Author(s): Rangan, V. Kasturi; Bell,
Author(s): Hardy, Kenneth G.; Industry Setting: Insurance industry Marie
Robertson, Darroch A.; Chandrasekhar, Number of Employees: 1,450 Publication Date: 02/13/1998
Ramasastry Gross Revenues: $635 million Revision Date: 05/29/1998
Publication Date: 01/05/2005 Canadian dollars reven Product Type: Case (Field)
Revision Date: 01/11/2005 Subjects: Direct marketing; Innovation; Abstract: Records the analyses and
Product Type: Case (Field) Marketing strategy actions taken by Merck Pharmaceuticals
Publisher: Richard Ivey School of Length: 16p in its acquisition of Medco, a channel
Business/UWO Supplementary Materials: Teaching intermediary (called "pharmacy benefit
Abstract: The new CEO of a struggling Note, (506068), 8p, by Luc Wathieu manager"). While many of its
dot-com is faced with high costs and NEW competitors seem to be faring poorly,
slow revenue generation--it has spent Merck seems to have managed the
$20 million Canadian dollars, and 500078 Medco integration superbly. May be
profitability was not yet in sight. Title: Merck-Medco (B) used with: (500078) Merck-Medco (B).
Fortunately, his venture capital company Author(s): Rangan, V. Kasturi Geographic Setting: United States
was still willing to advance funds and he Publication Date: 02/04/2000 Industry Setting: Pharmaceutical
believed that he could secure some Product Type: Case (Field) industry
"elephant" deals to save the enterprise. Abstract: Updates the position of the Company Size: Fortune 500
Another option was to chase smaller other pharmacy benefit managers in this Gross Revenues: $20 billion revenues
deals for immediate cash. In what market and brings to focus the Internet Subjects: Acquisitions; Distribution
priority should he attack his strategic opportunities for Merck-Medco. channels; Distribution planning;
issues and, in particular, what size and Teaching Purpose: To illustrate the Marketing strategy; Pharmaceuticals;
type of selling opportunities should he channels evolution and transformation in Vertical integration
pursue? the pharmaceutical industry. May be Length: 31p
Geographic Setting: Europe; North used with: (598091) Merck-Medco: Supplementary Materials: Teaching
America Vertical Integration in the Note, (598147), 7p, by V. Kasturi
Industry Setting: Internet & online Pharmaceutical Industry. Rangan, Marie Bell
services industries Geographic Setting: United States
Subjects: Information technology; Industry Setting: Pharmaceutical M241
Internet; Marketing strategy; Sales industry Title: Meredith Corp.: Running Out of
strategy Company Size: Fortune 500 Gas
Length: 24p Gross Revenues: $15 billion revenues Author(s): Davis, Robert T.
Supplementary Materials: Teaching Subjects: Acquisitions; Distribution Publication Date: 01/01/1986
Note, (804A29), 5p, by Kenneth G. channels; Distribution planning; Product Type: Case (Library)
Hardy, Darroch A. Robertson, Marketing strategy; Pharmaceuticals; Publisher: Stanford University
Ramasastry Chandrasekhar Vertical integration Abstract: Illustrates the need for a more
Year New: 2005 Length: 8p creative marketing strategy for an
existing company. Meredith makes and
504008 9-507-P04 sells a line of measuring instruments and
Title: Meloche Monnex Title: Merck-Medco: Vertical systems for the geophysical trade. While
Author(s): Wathieu, Luc; Morris, Kevin Integration in the Pharmaceutical taking pride in the quality of the firm's
Publication Date: 07/07/2003 Industry, Portuguese Version technical and service skills, the
Revision Date: 08/14/2003 Author(s): Rangan, V. Kasturi; Bell, president/owner thinks the marketing
Product Type: Case (Field) Marie strategy needs a major overhaul.
Abstract: Meloche Monnex is Publication Date: 02/13/1998 Approaches followed by a broad range
outperforming industry growth and Revision Date: 05/29/1998 of companies and some military
profitability, thanks to its focus on affinity Product Type: LACC Case examples are studied to see if they spark
groups (mostly university alumni) and Abstract: Records the analyses and any new ideas.
innovative telemarketing techniques. actions taken by Merck Pharmaceuticals Subjects: Instruments; Marketing
Should e-mail marketing play a greater in its acquisition of Medco, a channel strategy; Sales strategy
role in the customer acquisition process, intermediary (called "pharmacy benefit
Length: 14p approve a continuation of the marketing Author(s): Rangan, V. Kasturi; Bell,
evaluation being conducted by an Marie
CMR344 outside firm. He also receives a copy of Publication Date: 08/09/2002
Title: Merging Brands After Mergers a memo written by the director of the Product Type: LACC Case
Author(s): Basu, Kunal institutional sales division, requesting a Abstract: Abstract to follow.
Publication Date: 08/01/2006 significant reorganization. As the Geographic Setting: United States
Product Type: CMR Article reorganization would have an impact on Industry Setting: Financial services
Publisher: California Management the marketing orientation of the Number of Employees: 67,200
Review company, as well as company morale, Gross Revenues: $22 billion revenues
Abstract: Explores the challenge of Mr. Tully wonders whether to Subjects: Distribution channels;
merging brands successfully following recommend immediate implementation Electronic commerce; Financial services;
corporate mergers. It develops a of the proposal, or to wait until additional Marketing strategy; Stock brokers
framework for corporate and product information is gathered by the consulting Length: 26p
branding strategies, as well as for firm. Must be taught with Merrill Lynch,
creating the appropriate brand identity Pierce, Fenner, and Smith (A). 301081
among the merged firm's target Geographic Setting: New York, NY Title: Merrill Lynch: Integrated Choice
consumers. A critical key to successful Industry Setting: Financial services (Abridged)
brand mergers is to align the Gross Revenues: $1.3 billion revenues Author(s): McFarlan, F. Warren; Weber,
architecture of the merged brand Subjects: Auditing; Financial services; James B.
portfolio to brand strategy and identity. Market segmentation; Marketing Publication Date: 02/23/2001
Subjects: NO implementation; Marketing organization; Revision Date: 04/25/2001
SUBJECTS(KEYWORDS) Organizational problems Product Type: Case (Field)
Length: 14p Length: 5p Abstract: Merrill Lynch, a full-service
Year New: 2006 Supplementary Materials: Teaching brokerage firm with $1.5 trillion in client
Note, (583147), 24p, by Thomas V. assets, is under attack from both
Bonoma, Karen A. Carlson discount and electronic brokerage firms.
583031
Title: Merrill Lynch, Pierce, Fenner and It responds with Integrated Choice, a
Smith: Marketing Audit (A) 500090 suite of products designed to capture
Author(s): Bonoma, Thomas V.; Title: Merrill Lynch: Integrated Choice clients, from the do-it-yourself investor
Carlson, Karen A. Author(s): Rangan, V. Kasturi; Bell, who doesn't want to use a broker to
Publication Date: 08/23/1982 Marie clients who want to rely completely on a
Revision Date: 09/08/1986 Publication Date: 02/29/2000 broker. The strategy is high risk and
Product Type: Case (Field) Revision Date: 03/14/2001 requires a sea change in the company. A
Abstract: Mr. Daniel Tully, executive Product Type: Case (Field) rewritten version of an earlier case.
vice president of marketing, and Mr. Abstract: Merrill Lynch, a full-service Geographic Setting: New York, NY
John Fitzgerald, vice president of brokerage firm with $1.5 trillion in client Industry Setting: Financial services
marketing services for MLPF&S, feel assets, is under attack from both Number of Employees: 70,000
that the company should become more discount and electronic brokerage firms. Subjects: Distribution channels;
marketing oriented as opposed to sales It responds with Integrated Choice, a Electronic commerce; Financial services;
driven in light of the present and suite of products designed to capture Marketing strategy; Stock brokers
probable future developments in the clients from the do-it-yourself investor Length: 18p
financial industry. They recommend a who doesn't want to use a broker to Supplementary Materials: Teaching
marketing audit and consider how it clients who want to rely completely on a Note, (302040), 10p, by F. Warren
should be done--What are the specifics broker. The strategy is high risk and McFarlan
involved? Should the evaluation be done requires a sea change from the
by an outside consulting firm? What are company. 304S26
the costs and political ramifications Geographic Setting: United States Title: Merrill Lynch: Integrated Choice
involved? Industry Setting: Financial services (Abridged), Spanish Version
Geographic Setting: New York, NY Number of Employees: 67,200 Author(s): McFarlan, F. Warren; Weber,
Industry Setting: Financial services Gross Revenues: $22 billion revenues James B.
Gross Revenues: $1.3 billion revenues Subjects: Distribution channels; Publication Date: 02/23/2001
Subjects: Auditing; Corporate strategy; Electronic commerce; Financial services; Revision Date: 04/25/2001
Financial services; Market segmentation; Marketing strategy; Stock brokers Product Type: LACC Case
Marketing implementation Length: 20p Abstract: Merrill Lynch, a full-service
Length: 24p Supplementary Materials: Teaching brokerage firm with $1.5 trillion in client
Supplementary Materials: Teaching Note, (500097), 11p, by V. Kasturi assets, is under attack from both
Note, (583147), 24p, by Thomas V. Rangan, Marie Bell; Case Video, discount and electronic brokerage firms.
Bonoma, Karen A. Carlson (301801), 6 min, by F. Warren McFarlan, It responds with Integrated Choice, a
Melissa Dailey; Supplement (Library), suite of products designed to capture
(301082), 2p, by F. Warren McFarlan, clients, from the do-it-yourself investor
583032
Christina L. Ruth; Case Video, (502802), who doesn't want to use a broker to
Title: Merrill Lynch, Pierce, Fenner and
11 min, by V. Kasturi Rangan; Case clients who want to rely completely on a
Smith: Marketing Audit (B)
Video, DVD, (502800), 11 min, by V. broker. The strategy is high risk and
Kasturi Rangan requires a sea change in the company. A
Carlson, Karen A.
Publication Date: 08/23/1982 rewritten version of an earlier case.
Product Type: Case (Field) 502S33 Geographic Setting: New York, NY
Abstract: Mr. Tully, executive vice Title: Merrill Lynch: Integrated Choice, Industry Setting: Financial services
president of marketing, decides to Spanish Version Number of Employees: 70,000
Subjects: Distribution channels; Choice. Master's degree in engineering, wants to

Electronic commerce; Financial services; Subjects: Distribution channels; exploit his idea to combine a refrigerator,
Marketing strategy; Stock brokers Electronic commerce; Financial services; freezer, and 500-watt microwave into an
Length: 20p Marketing strategy; Stock brokers 87-pound, 4-foot-high appliance to sell to
Length: 6 min college students. Bennett must decide
301082 List Price: $150.00 which markets to serve, which
Title: Merrill Lynch: Integrated Choice, competitors he must contend with, with
Supplement BP197 whom to collaborate, and what core
Author(s): McFarlan, F. Warren; Ruth, Title: Metal Office Products capabilities to build. Teaching Purpose:
Christina L. Author(s): Wheelwright, Steven C. To introduce students to the range of
Publication Date: 04/26/2001 Publication Date: 01/01/1980 decisions needed to construct a
Product Type: Supplement (Library) Product Type: Case (Field) marketing strategy.
Abstract: Supplements the case. Publisher: Stanford University Geographic Setting: Boston, MA
Designed as an in-class handout. Must Abstract: Illustrates decision making for Industry Setting: Appliance industry
be used with: (500090) Merrill Lynch: needed policy changes. Metal Office Company Size: start-up
Integrated Choice. Products (MOP) management is Number of Employees: 2
Subjects: Distribution channels; presented with two new items to add to Subjects: Appliances; Entrepreneurship;
Electronic commerce; Financial services; their product line of metal desks and Market analysis; Marketing
Marketing strategy; Stock brokers office furniture. However, these products implementation; Marketing strategy; New
Length: 2p require additional production variety at product marketing
the company's major plant and an Length: 3p
addition to an already expanded line of Supplementary Materials: LACC
502800
300 products. Questions the possibility Supplement, (503S70), 2p, by John
Title: Merrill Lynch: Integrated Choice,
of product consolidation and production Deighton
Video (DVD)
Author(s): Rangan, V. Kasturi improvements to reduce costs and
Publication Date: 04/01/2002 additional facility planning in light of 599049
Product Type: Case Video, DVD increasing material and labor costs. Title: MicroFridge: The Concept
Abstract: Presents four key Merrill Geographic Setting: United States Author(s): Deighton, John
Lynch field managers reflecting on the Industry Setting: Office furniture & Publication Date: 08/25/1998
issues in the case. Must be used with: equipment Revision Date: 08/07/2002
(500090) Merrill Lynch: Integrated Number of Employees: 2,000 Product Type: Case (Field)
Choice. Gross Revenues: $200 million Abstract: Robert Bennett, who has a
Subjects: NO revenues Master's degree in engineering, wants to
SUBJECTS(KEYWORDS) Subjects: Office equipment; Product exploit his idea to combine a refrigerator,
Length: 11 min introduction; Product lines freezer, and 500-watt microwave into an
Year New: 2005 Length: 18p 87-pound, 4-foot-high appliance to sell to
college students. Bennett must decide
UV0405 which markets to serve, which
502802
Title: Methods for Producing Perceptual competitors he must contend with, with
Title: Merrill Lynch: Integrated Choice,
Maps from Data whom to collaborate, and what core
Video
Author(s): Wilcox, Ronald T. capabilities to build.
Author(s): Rangan, V. Kasturi
Publication Date: 01/27/2003 Geographic Setting: Boston, MA
Product Type: Case (Field) Industry Setting: Appliance industry
Abstract: This note is designed for use Company Size: start-up
Abstract: Presents four key Merrill
in an MBA-level marketing research Number of Employees: 2
Lynch field managers reflecting on the
course. The note provides students with Subjects: Appliances; Entrepreneurship;
issues in the case. Must be used with:
an overview of how to construct Market analysis; Marketing
(500090) Merrill Lynch: Integrated
perceptual maps from data. It implementation; Marketing strategy; New
Choice.
concentrates on the attribute-rating product marketing
Subjects: Distribution channels;
method and overall-similarity method for Length: 2p
Electronic commerce; Financial services;
constructing the maps. It also describes Supplementary Materials: Supplement
Marketing strategy; Stock brokers
preference regressions and basic (Field), (503017), 2p, by John Deighton;
Length: 11 min
multidimensional-scaling procedures and Teaching Note, (503030), 6p, by John
List Price: $150.00
includes examples from the automotive Deighton
and movie industries.
301801
Subjects: NO 503017
Title: Merrill Lynch: John L. (Launny)
SUBJECTS(KEYWORDS) Title: MicroFridge: The Execution
Steffens, Video
Length: 12p Author(s): Deighton, John
Author(s): McFarlan, F. Warren; Dailey,
Year New: 2007 Publication Date: 08/13/2002
Melissa
503S33 Abstract: Supplements the case. Must
Title: MicroFridge: The Concept, be used with: (599049) MicroFridge:
Abstract: John L. (Launny) Steffens
Spanish Version The Concept.
answers questions from students at an
Author(s): Deighton, John Subjects: Appliances; Entrepreneurship;
HBS executive education class, April 27,
Publication Date: 08/25/1998 Market analysis; Marketing
2000. To be used at the end of class in
Revision Date: 08/07/2002 implementation; Marketing strategy; New
which the case is taught. Must be used
Product Type: LACC Case product marketing
with: (500090) Merrill Lynch: Integrated
Abstract: Robert Bennett, who has a Length: 2p
Supplementary Materials: Teaching for Xbox Canada was working on his Product Type: Case (Field)
Note, (503030), 6p, by John Deighton marketing plan for the product's second Abstract: Microsoft must decide how to
year in the Canadian market. Xbox is a design a new software product for global
503S70 video game console and trailed Sony's markets, identify the timing for entry into
Title: MicroFridge: The Execution, PlayStation 2 in the marketplace. The different countries, and position the
Spanish Version group product manager must present his product around the world.
Author(s): Deighton, John plan at the Microsoft Global Briefing. Geographic Setting: Seattle, WA
Publication Date: 08/13/2002 With such a turbulent and fickle gaming Industry Setting: Software industry
Product Type: LACC Supplement market, he wondered what he might do Company Size: mid-size
Abstract: Supplements the case. Must as an encore to the Xbox launch Gross Revenues: $380 million
be used with: (503S33) MicroFridge: program. revenues
The Concept, Spanish Version. Geographic Setting: Canada Subjects: International marketing;
Subjects: Appliances; Industry Setting: Service industries Market segmentation; New product
Entrepreneurship; Market analysis; Company Size: large marketing; Product positioning; Software
Marketing implementation; Marketing Event Year Start: 2003 Length: 19p
strategy; New product marketing Event Year End: 2003 Supplementary Materials: Teaching
Length: 2p Subjects: Canada; Consumer behavior; Note, (589007), 16p, by Thomas J.
NEW Consumer marketing; Entertainment Kosnik; Teaching Note, (590076), 6p, by
industry; Marketing planning; Marketing E. Raymond Corey
strategy
SMR197
Length: 31p 593114
Title: The Microeconomics of Customer
Supplementary Materials: Teaching Title: Microsoft Word for MS-DOS
Relationships
Note, (803A23), 11p, by Michael R. Systems: Changing the User Interface?
Author(s): Reichheld, Fred
Pearce, Tanya Mark Author(s): Dhebar, Anirudh
Year New: 2004 Publication Date: 05/10/1993
Product Type: SMR Article
Abstract: Despite considerable Revision Date: 05/16/1994
research on customer retention and KEL097 Product Type: Case (Field)
word-of-mouth referrals, it has always Title: Microsoft Corp.: Branding and Abstract: Microsoft Corp. has to
been difficult quantifying their Positioning .NET decide--yet again--whether or not to
contributions to the bottom line. Using a Author(s): Sawhney, Mohanbir; change the user interface for its
metric known as "net promoter score" Buenneke, Brian; Jackson, Lisa; Kulick, Microsoft Word word-processing
(NPS), the author believes firms can Nancy; Norton, Evan; Post, Erica; software for MS-DOS systems (personal
measure the dollar value of customers Rotem, Ran computers running Microsoft's DOS
based on satisfaction levels. A survey of Publication Date: 01/01/2002 operating system). The question came
thousands of customers in six industries Product Type: Case (Field) up at the time of the development of two
reveals that customers tend to cluster Abstract: John Williams, senior director previous versions of the software, but,
into one of three categories: promoters, of marketing for Microsoft's .NET, was on both occasions, a decision was made
passives, and detractors. Promoters trying to build the .NET brand, a to focus on improved "power" features
represent more than 80% of the positive comprehensive family of next-generation instead. In the summer of 1989, after the
referrals a company receives, whereas connectivity software products. release of Version 5.00 of the software,
detractors represent more than 80% of Highlights the challenges of branding the user-interface decision is being
the negative word-of-mouth. NPS is and positioning a complex technology revisited in a context where ease-of-use
determined by subtracting the offering. The first challenge facing has emerged as an important product-
percentage of detractors from the Microsoft was to develop a common differentiating feature, the population of
percentage of promoters. Using this definition of .NET, which had been in flux existing and potential Word users is
data, a firm can quantify the value of a over the prior two years. The second increasingly diverse, and Microsoft and
customer by tracking five categories: challenge was to choose between an its MS-DOS Work customers are caught
retention rate, profit margins, spending, umbrella branding strategy, a sub- between the need for user-interface
cost efficiencies, and word-of-mouth. branding strategy, and an ingredient consistency across Microsoft's different
The firm can then use NPS to make branding strategy. The third challenge software products for MS-DOS systems
strategic decisions by targeting its efforts was to create a value proposition that and consistency across Microsoft Word
to leverage the most value for its would appeal to three very different software for different operating systems
customer service dollar. target audiences: business decision platforms (DOS, Windows, Macintosh,
Subjects: NO makers, IT professionals, and etc.).
SUBJECTS(KEYWORDS) developers. Geographic Setting: Redmond, WA
Length: 8p Geographic Setting: United States Industry Setting: Software industry
Year New: 2006 Industry Setting: IT industry Company Size: large
Subjects: NO Gross Revenues: $590 million
SUBJECTS(KEYWORDS) revenues
903A23
Length: 27p Subjects: Product lines; Product
Title: Microsoft Canada: Marketing
Year New: 2006 planning & policy; Software
Xbox
Length: 12p
Author(s): Pearce, Michael R.; Mark,
588028 Supplementary Materials: Teaching
Tanya
Title: Microsoft Corp.: The Introduction Note, (594126), 12p, by Anirudh Dhebar
Product Type: Case (Field) of Microsoft Works
Publisher: Richard Ivey School of Author(s): Kosnik, Thomas J. 504004
Business/UWO Publication Date: 10/19/1987 Title: Microsoft: Launching the Smart
Abstract: The group product manager Revision Date: 01/08/1999 Watch
Author(s): Gourville, John T.; Darwall, computers in the workplace and home. A Note, (585125), 9p, by Robert D. Buzzell
Christina much more conservative option is to
Publication Date: 10/30/2003 position the Tablet PC as merely a high- 502032
Revision Date: 01/20/2005 end laptop with several interesting new Title: Midway: Licensing Distributing
Product Type: Case (Field) features. The second concerns the initial and Building Brands in China
Abstract: Microsoft is on the verge of target market for the device. Includes Author(s): Arnold, David J.
launching its Smart Watch technology, color exhibits. Publication Date: 11/09/2001
which will allow specially designed Geographic Setting: Redmond, WA Revision Date: 02/15/2002
watches to receive up-to-date Industry Setting: Computer industry Product Type: Case (Field)
information on sports, business, traffic, Number of Employees: 47,000 Abstract: Midway has built its business
news, etc. After several years of effort Gross Revenues: $25 billion revenues as a Chinese licensee of Western
and millions of dollars spent, the Subjects: Computer industry; brands, principally Disney. It is now
questions now revolve around launch Innovation; Technology considering whether to develop its own
strategy and likely consumer adoption. Is Length: 23p brands and whether its core business is
this the next big thing for Microsoft or is Supplementary Materials: Teaching distribution or brand marketing.
this a waste of money and resources? Note, (504092), 12p, by Youngme Moon Geographic Setting: Hong Kong; China
Complicating the matter is the fact that Industry Setting: Retail industry
although Microsoft designed and will 579187 Number of Employees: 2,000
operate the technology to deliver Title: Microwave Ovens: The Japanese Gross Revenues: $24 million revenues
information to these watches, the Manufacturers Subjects: Asia; Brands; International
watches themselves will be sold and Author(s): Buzzell, Robert D.; marketing; Licensing; Retailing
marketed by several prominent watch- Wiersema, Frederik D. Length: 25p
making partners. Publication Date: 03/01/1979
Geographic Setting: United States Revision Date: 01/01/1983 599065
Industry Setting: Computer industry Product Type: Case (Library) Title: Mike Winsor: A Career in
Company Size: Fortune 500 Abstract: Describes the role and Marketing
Number of Employees: 50,000 perceived business strategies of Author(s): Dolan, Robert J.
Gross Revenues: $30 billion revenues Japanese manufacturers in the U.S. Publication Date: 11/19/1998
Event Year Start: 2003 consumer market for microwave ovens. Revision Date: 10/21/2003
Event Year End: 2003 Should be used in conjunction with the Product Type: Case (Library)
Subjects: California Research Center; Note on the Microwave Oven Industry. Abstract: An MBA student has received
Consumer behavior; Consumer goods; Geographic Setting: United States; an offer to join Kraft Foods, a leading
Innovation; New product marketing; Japan consumer packaged goods firm. This
Product introduction; Product Industry Setting: Microwave unit is a wholly owned subsidiary of a
positioning; Technology Company Size: large holding company whose other major
Length: 20p Subjects: Appliances; Competition; subsidiary is a leading cigarette
Supplementary Materials: Teaching Consumer goods; Growth strategy; manufacturer. The case raises ethical
Note, (506014), 12p, by John T. Japan; Marketing strategy; Multinational issues of marketing.
Gourville corporations Geographic Setting: United States
NEW Length: 7p Industry Setting: Consumer products;
Supplementary Materials: Teaching Food processing industry
502051 Note, (585125), 9p, by Robert D. Buzzell Company Size: Fortune 500
Title: Microsoft: Positioning the Tablet Subjects: Brands; Careers & career
PC 579186 planning; Ethics; Food; Food processing
Author(s): Moon, Youngme; Darwall, Title: Microwave Ovens: The Retail industry; Marketing management
Christina Brands Length: 12p
Publication Date: 03/04/2002 Author(s): Buzzell, Robert D.;
Revision Date: 01/06/2003 Wiersema, Frederik D. 502S06
Product Type: Color Case Publication Date: 03/01/1979 Title: Milford Industries (A), Spanish
Abstract: Microsoft is preparing for the Revision Date: 06/09/1983 Version
launch of the Tablet PC, which allows Product Type: Case (Library) Author(s): Shapiro, Benson P.; Dolan,
users to use a pen (stylus) to run Abstract: Describes the position of Robert J.
Windows and Windows applications, Sears and Ward in the consumer market Publication Date: 08/08/2002
annotate documents, and create for microwave ovens. To be used in Product Type: LACC Case
handwritten documents for later conjunction with Note on the Microwave Abstract: The new district sales
reference or even conversion to text. Oven Industry to evaluate the manager for a tool company must
Microsoft's original equipment companies' competitive thrust in this determine how to get his district "back
manufacturing partners are developing growth market. on track." The case presents various
the Tablet PC hardware, while Microsoft Geographic Setting: United States qualitative and quantitative information
develops the software (the Windows XP Industry Setting: Microwave on the salespeople. Teaching objectives
Tablet Edition). The Microsoft Tablet PC Company Size: large include the specification of the tasks of a
team is grappling with two critical issues Subjects: Appliances; Competition; district sales manager and the sales
related to the final marketing plan. The Consumer goods; Department stores; analysis helpful to him in his job. A
first concerns the positioning of the Growth strategy; Marketing strategy; rewritten version of an earlier case
Tablet PC. One option is to position the Retailing series.
device as a radical breakthrough in Length: 7p Industry Setting: Hand tools & power
computing technology that will Supplementary Materials: Teaching tools
dramatically change the role of
Company Size: large
Gross Revenues: $540 million sales Tools Subjects: Performance appraisal;

Subjects: Performance appraisal; Length: 17p Personal selling; Sales management;
Personal selling; Sales management; Sales organization; Terminations; Tools
Sales organization; Terminations; Tools 585138 Length: 2p
Length: 11p Title: Milford Industries (A1)
Author(s): Dolan, Robert J. 593113
584012 Publication Date: 05/22/1985 Title: Milkpak Ltd.: International Joint
Title: Milford Industries (A) Product Type: Supplement (Gen Exp) Venture
Author(s): Shapiro, Benson P.; Dolan, Abstract: Presents the salesforce Author(s): Quelch, John A.;
Robert J. performance data of the Milford (A) case Mohammed, Afroze
Publication Date: 08/17/1983 in a format suitable for spreadsheet Publication Date: 06/22/1993
Revision Date: 05/11/2007 analysis using a personal computer. Revision Date: 12/29/1994
Product Type: Case (Gen Exp) Must be used with: (584012) Milford Product Type: Case (Field)
Abstract: The new district sales Industries (A). Abstract: Considers a Pakistani
manager for a tool company must Subjects: Performance appraisal; company's decision to conduct a joint
determine how to get his district "back Personal selling; Sales management; venture with a foreign multinational. In
on track." The case presents various Sales organization; Terminations 1987, Milkpak Ltd. had successfully
qualitative and quantitative information Length: 5p developed a market for sterilized milk
on the salespeople. Teaching objectives and wanted to produce other value-
include the specification of the tasks of a 504S30 added food products. The company was
district sales manager and the sales Title: Milford Industries (B), Spanish evaluating the best means for increasing
analysis helpful to him in his job. A Version its success in the Pakistani market and
rewritten version of an earlier case Author(s): Shapiro, Benson P.; Dolan, conducted negotiations with alternative
series. Robert J. joint venture partners.
Industry Setting: Hand tools & power Publication Date: 08/17/1983 Geographic Setting: Pakistan
tools Revision Date: 06/28/1985 Industry Setting: Milk
Company Size: large Product Type: LACC Supplement Gross Revenues: $20 million revenues
Gross Revenues: $540 million sales Abstract: Supplements the (A) case. A Subjects: Developing countries;
Subjects: Performance appraisal; rewritten version of part of an earlier International marketing; Joint ventures;
Personal selling; Sales management; series. Negotiations
Sales organization; Terminations; Tools Industry Setting: Tool Length: 21p
Length: 11p Subjects: Performance appraisal; Supplementary Materials: Teaching
Supplementary Materials: Supplement Personal selling; Sales management; Note, (595066), 7p, by John A. Quelch
(Gen Exp), (585138), 5p, by Robert J. Sales organization; Terminations; Tools
Dolan; Supplement (Gen Exp), Length: 5p 594009
(584013), 5p, by Benson P. Shapiro, Title: Millipore Corporate Strategy
Robert J. Dolan; Supplement (Gen Exp), Author(s): Rangan, V. Kasturi; Nohria,
584013
(584014), 2p, by Benson P. Shapiro, Nitin; Lightfoot, Robert W.
Title: Milford Industries (B)
Robert J. Dolan; Teaching Note, Publication Date: 07/13/1993
Author(s): Shapiro, Benson P.; Dolan,
(584147), 18p, by Robert J. Dolan Revision Date: 03/06/1995
Robert J.
Publication Date: 08/17/1983 Product Type: Case (Field)
586132 Revision Date: 06/28/1985 Abstract: Millipore, a $750 million
Title: Milford Industries (A), Software Product Type: Supplement (Gen Exp) (sales) company with three divisions,
Case Abstract: Supplements the (A) case. A had been growing at a rate of 20% in the
Author(s): Shapiro, Benson P. rewritten version of part of an earlier 1970s, but this growth rate had slowed
Publication Date: 05/14/1986 series. Must be used with: (584012) considerably in the 1980s. CEO John
Product Type: Software Case Milford Industries (A). Gilmartin was looking for ways to
Abstract: The new district sales Industry Setting: Tool reenergize the organization and redirect
manager for a tool company must Subjects: Performance appraisal; its strategy to achieve a 15% growth rate
determine how to get his district "back Personal selling; Sales management; for the coming decade.
on track." The case presents various Sales organization; Terminations; Tools Geographic Setting: Global
qualitative and quantitative information Length: 5p Industry Setting: Electronic instruments
on the salespeople. Teaching objectives Supplementary Materials: Teaching & controls
include the specification of the tasks of a Note, (584147), 18p, by Robert J. Dolan Company Size: Fortune 500
district sales manager and the sales Gross Revenues: $750 million sales
analysis helpful to him in his job. The Subjects: Corporate strategy;
584014
Lotus 1-2-3 worksheet contains data Instruments; Marketing strategy; Medical
Title: Milford Industries (C)
from Exhibit 1 and Exhibits 3 through 6. supplies; Organizational change
Author(s): Shapiro, Benson P.; Dolan,
This version of the case by B.P. Shapiro Length: 22p
Robert J.
and R.J. Dolan has been written to Supplementary Materials: Teaching
provide information on its use with Note, (595075), 10p, by V. Kasturi
software available on Diskette No. 9 (9- Rangan
086-009). Requires Lotus 1-2-3 Release
Abstract: Supplements the (A) case. A
1A; Category: Exhibit Template. 594010
rewritten version of part of an earlier
Industry Setting: Tool Title: Millipore New Product
series. Must be used with: (584012)
Subjects: Performance appraisal; Commercialization: A Tale of Two New
Milford Industries (A).
Personal selling; Sales compensation; Products
Industry Setting: Tool
Sales management; Sales organization; Author(s): Rangan, V. Kasturi; Bartus,
Kevin decisions, but they must be applied and warranty policies are considered as
Publication Date: 07/13/1993 judiciously. Used inappropriately, the solutions to the problem.
Revision Date: 09/12/1994 cues may breach customers' trust, Geographic Setting: Japan
Product Type: Case (Field) reduce brand equity, and give rise to Industry Setting: Camera
Abstract: Millipore, the worldwide leader lawsuits. Company Size: mid-size
in separations technology, was in the Geographic Setting: Chicago, IL Gross Revenues: $75 million sales
process of launching two key new Industry Setting: Catalog industry; Subjects: Distribution; Exports;
products: one a liquid Electronics industry; Retail industry; International marketing; Japan;
chromatography/mass spectrometer and Supermarkets Marketing management; Multinational
the other a virus separation membrane. Subjects: Consumer behavior; corporations; Pricing
The case documents the product Consumer marketing; Customer Length: 10p
development and commercialization relations; Pricing strategy; Retailing Supplementary Materials: Teaching
activities undertaken by the company. Length: 7p Note, (587169), 10p, by Robert D.
Geographic Setting: United States NEW Buzzell
Industry Setting: Electronic instruments
& controls F0404D CMR373
Company Size: Fortune 500 Title: Mining Gold in Not-for-Profit Title: The Mirage of Marketing to the
Gross Revenues: $750 million sales Brands Bottom of the Pyramid: How the Private
Subjects: Instruments; Medical Author(s): Quelch, John A.; Austin, Sector Can Help Alleviate Poverty
supplies; Product development; Product James E.; Laidler, Nathalie Author(s): Karnani, Aneel
management; Research & development Publication Date: 04/01/2004 Publication Date: 08/01/2007
Length: 24p Product Type: Harvard Business Product Type: CMR Article
Supplementary Materials: Teaching Review Article Publisher: California Management
Note, (595076), 7p, by V. Kasturi Abstract: Nonprofits are putting hard Review
Rangan numbers on the value of their brands, Abstract: The popular "bottom of the
many of which consumers trust highly. pyramid" (BOP) proposition argues that
R0309G Such organizations are hoping brand large companies can make a fortune by
Title: Mind Your Pricing Cues valuation will give them greater influence selling to poor people and
Author(s): Anderson, Eric; Simester, as they negotiate cobranding alliances simultaneously help eradicate poverty.
Duncan with corporate partners. While a few market opportunities do
Publication Date: 09/01/2003 Subjects: Brand equity; Brand exist, the market at the BOP is generally
Product Type: Harvard Business management; Brands; Valuation too small monetarily to be very profitable
Review Article Length: 2p for most multinationals. At the same
Abstract: For most of the items they Year New: 2004 time, the private sector can play a key
buy, consumers don't have an accurate role in poverty alleviation by viewing the
sense of what the price should be. F0803C poor as producers, and emphasize
Research shows that consumers' Title: Mining Unconscious Wisdom buying from them, rather than selling to
knowledge of the market is so far from Author(s): Ayres, Ian them.
perfect that it hardly deserves to be Publication Date: 03/01/2008 Subjects: NO
called "knowledge" at all. Yet, people Product Type: Harvard Business SUBJECTS(KEYWORDS)
happily buy products every day. Is this Review Article Length: 24p
because they don't care what kind of Abstract: The true power in the Year New: 2007
deal they're getting? No. Remarkably, it's collective wisdom of crowds isn't in
because they rely on retailers to tell people's expressed opinions--it's buried F00106
them whether they're getting a good deep inside your company's database. Title: The Mismanagement of
price. In subtle and not-so-subtle ways, New tools are allowing organizations to Advertising
retailers send signals to customers, mine their data for the "unconscious Author(s): Jones, John Philip
telling them whether a given price is wisdom" that the crowd itself may never Publication Date: 01/01/2000
relatively high or low. In this article, the have thought to share. Product Type: Harvard Business
authors review several common pricing Subjects: NO Review Article
cues retailers use--"sale" signs, prices SUBJECTS(KEYWORDS) Abstract: Most U.S. companies spend
that end in 9, signpost items, and price- Length: 3p as much on advertising as they earn
matching guarantees. They also offer Year New: 2007 from their brand, and what do they get
some surprising facts about how--and for it? Not nearly enough. Ineffective
how well--those cues work. For instance, tests and overdelegation to lower-level
577017
the authors' tests of several mail-order staff guarantees mediocrity.
Title: Minolta Camera Co. Ltd.
catalogs reveal that including the word Industry Setting: Advertising industry
Author(s): Wiechmann, Ulrich E.
"sale" beside a price can increase Subjects: Advertising; Advertising
demand by more than 50%. The practice campaigns; Brands
of using a 9 at the end of a price to Length: 2p
denote a bargain is so common, you'd
Abstract: Management of one of the
think customers would be numb to it.
leading Japanese camera manufacturers R0207F
Yet, in a study the authors did involving
is faced with the problem of Title: The Mismanagement of Customer
a women's clothing catalog, they
unauthorized shipments from the low- Loyalty
increased demand by a third just by
price markets of Hong Kong and Japan Author(s): Reinartz, Werner; Kumar, V
changing the price of a dress from $34
to high-price markets of Europe and Publication Date: 07/01/2002
to $39. Pricing cues are powerful tools
North America. Control of distribution, Product Type: Harvard Business
for guiding customers' purchasing
change of prices, model designations, Review Article
Abstract: Who wouldn't want loyal relationship between customer loyalty Securities & investing
customers? Surely they should cost less and profits plumbed from 16,000 Gross Revenues: $32 million revenues
to serve, they'd be willing to pay more customers in four companies' databases Subjects: Employee training; Financial
than other customers, and they'd actively tells a different story. The authors found services; Marketing strategy; Sales
market your company by word of mouth, no evidence to support any of these compensation; Sales management;
right? Maybe not. Careful study of the claims. What they did find was that the Stock brokers
relationship between customer loyalty link between customers and profitability Length: 8p
and profits plumbed from 16,000 was more complicated because
customers in four companies' databases customers fall into four groups, not two. 577014
tells a different story. The authors found Simply put: Not all loyal customers are Title: Mitco Corp.
no evidence to support any of these profitable, and not all profitable Author(s): Star, Stephen H.; Davis, N.J.
claims. What they did find was that the customers are loyal. Traditional tools for Publication Date: 08/01/1976
link between customers and profitability segmenting customers do a poor job of Product Type: Case (Field)
was more complicated because identifying that latter group, causing Abstract: Mitco was a small company
customers fall into four groups, not two. companies to chase expensively after which manufactured and marketed
Simply put: Not all loyal customers are initially profitable customers who hold venture-pressure independent flow
profitable, and not all profitable little promise of future profits. The control valves. Though its product had
customers are loyal. Traditional tools for authors suggest an alternative approach, provided energy savings of 20% to 50%
segmenting customers do a poor job of based on well-established "event-history in buildings where it had been installed,
identifying that latter group, causing modeling" techniques, that more Mitco was having trouble convincing
companies to chase expensively after accurately predicts future buying people to convert to its system. The case
initially profitable customers who hold probabilities. Armed with such a tool, raises issues regarding just who the
little promise of future profits. The marketers can correctly identify which decision makers are in this complicated
authors suggest an alternative approach, customers belong in which category and industrial marketing/selling process, and
based on well-established "event-history market accordingly. The challenge in what the best way is to reach them. The
modeling" techniques, that more managing customers who are profitable proper mix of personal selling and
accurately predicts future buying but disloyal--the "butterflies"--is to milk advertising is considered, as is the
probabilities. Armed with such a tool, them for as much as you can while problem of managing manufacturers'
marketers can correctly identify which they're buying from you. A softly-softly representatives.
customers belong in which category and approach is more appropriate for the Geographic Setting: Somerville, MA
market accordingly. The challenge in profitable customers who are likely to Industry Setting: Plumbing & HVAC; Air
managing customers who are profitable stay loyal--your "true friends." As for conditioning industry
but disloyal--the "butterflies"--is to milk highly loyal but not very profitable Company Size: small
them for as much as you can while customers--the "barnacles"--you need to Gross Revenues: $591,699 1975 sales
they're buying from you. A softly-softly find out whether they have the potential Subjects: Consumer behavior; Industrial
approach is more appropriate for the to spend more than they currently do. markets; Marketing strategy; Personal
profitable customers who are likely to And, of course, for the "strangers"--those selling; Sales promotions
stay loyal--your "true friends." As for who generate no loyalty and no profits-- Length: 24p
highly loyal but not very profitable the answer is simple: Identify early and Supplementary Materials: Teaching
customers--the "barnacles"--you need to don't invest anything. Note, (583109), 6p, by E. Raymond
find out whether they have the potential Subjects: Customer relations; Loyalty; Corey
to spend more than they currently do. Market analysis; Market research;
And, of course, for the "strangers"--those Market segmentation; Marketing
592054
who generate no loyalty and no profits-- planning; Marketing strategy; Profitability
Title: Mitsubishi Corp.: Foods Group
the answer is simple: Identify early and analysis
Author(s): Goldberg, Ray A.; Theobald,
don't invest anything. May be used with: Length: 13p
David M.
(98601) Business Marketing; List Price: $6.50
Understand What Customers Value.
Subjects: Customer relations; Loyalty; 573068 Abstract: Mitsubishi's food division is
Market analysis; Market research; Title: Mitchum, Jones & Templeton, Inc. reevaluating its role in the global food
Market segmentation; Marketing Author(s): Marshall, Martin V.; Clarke, system as it changes from a trading firm
planning; Marketing strategy; Profitability Robert N. to a food wholesaler. Examples in the
analysis Publication Date: 06/01/1973 fish, poultry, and beef industries are
Length: 12p Revision Date: 01/13/1982 noted.
Product Type: Case (Field) Geographic Setting: Global
1407 Abstract: The introduction of personal Industry Setting: Food industry
Title: The Mismanagement of Customer financial planning into the retail product Company Size: large
Loyalty (HBR OnPoint Enhanced line is being considered by MJT. How to Gross Revenues: $30 billion revenues
Edition) offer this service along with the already Subjects: Agribusiness; Food;
Author(s): Reinartz, Werner; Kumar, V existing brokerage services is discussed, International marketing
Publication Date: 07/01/2002 as is the issue of broker resistance. A Length: 46p
Product Type: HBR OnPoint Article second area covered in the case is
Abstract: Who wouldn't want loyal organization of the salesforce (branch
583024
customers? Surely they should cost less manager, brokers), compensation, and
Title: Mobil Chemical Co.
to serve, they'd be willing to pay more training. A videotape (9-884-505) is
than other customers, and they'd actively available for use with this case.
market your company by word of mouth, Geographic Setting: West Coast
right? Maybe not. Careful study of the Industry Setting: Investment banking;
Abstract: The market research a business. Note, (808A14), 4p, by Deborah

department is determining which of Geographic Setting: Asia Compeau, Israr Qureshi
several suppliers to select to install a Industry Setting: Fashion industry
marketing decision support system. Subjects: Asia; Brand management; 901A25
Geographic Setting: United States China; Consumer marketing; Market Title: Molson Canadian: The Rant
Industry Setting: Packaging, carton & positioning; Marketing strategy Author(s): Fisher, Robert J.; Walker,
container industries Length: 18p Scott
Company Size: Fortune 500 Supplementary Materials: Teaching Publication Date: 03/07/2002
Gross Revenues: $500 million sales Note, (HKU292), 6p, by Bennett Yim, Product Type: Case (Field)
Subjects: Advertising; Consumer Monica Wong Publisher: Richard Ivey School of
marketing; Market research; Marketing Year New: 2004 Business/UWO
strategy; Purchasing Abstract: Molson Canada produced
Length: 14p C0002F Molson Canadian, Canada's best-selling
Supplementary Materials: Teaching Title: Molding Public Opinion: What We beer. Canadian's previous advertising
Note, (583064), 8p, by John A. Quelch Can Learn from Edward Bernays campaign "The Rant" had been
Author(s): Buday, Robert; Flynn, incredibly popular, making it one of the
503104 Catherine most successful ads for Molson in a long
Title: Modi-Revlon Publication Date: 02/01/2000 time and winning numerous international
Author(s): Deshpande, Rohit; Product Type: Harvard Management and domestic advertising awards. The
Schulman, Seth M. Communication Letter Article marketing team for Molson Canadian
Publication Date: 06/23/2003 Abstract: Edward Bernays was must find the theme for the next
Revision Date: 03/28/2006 responsible for some of the most advertising campaign as well as decide
Product Type: Case (Field) remarkable public opinion shifts in whether to move toward more traditional
Abstract: The head of the Indian history. Among them: the adoption of beer advertising or maintain the
subsidiary of cosmetics firm Revlon cigarette smoking by fashionable nontraditional theme of The Rant.
faces a crucial turnaround situation for women. Bernays specialized in changing Geographic Setting: Canada
the company. After a high-profile product the public tastes to suit his clients, rather Industry Setting: Beer
launch, sales were very disappointing than getting clients to cater to public Company Size: large
and Revlon was trying to decide whether tastes. Although some of his campaigns Subjects: Advertising; Advertising
it should pull out of India. The Indian may leave a bad taste in your mouth, it's media; Advertising strategy; Beverages;
majority partners in the joint venture hard to deny the genius of his methods. Canada; Marketing planning
were determined to save the company This article offers five lessons for getting Length: 19p
by reexamining the price-value equation your message across in a compelling Supplementary Materials: Teaching
and the need for continuous product and effective way. Note, (801A25), 10p, by Robert J.
innovation tailored to the local consumer Subjects: Marketing management; Fisher, Scott Walker
needs. Public relations NEW
Geographic Setting: India Length: 2p
Industry Setting: Cosmetic List Price: $4.50 522X
Gross Revenues: $4.6 million revenues Title: Momentum: How Companies
Subjects: Consumer marketing; 908A14 Become Unstoppable Market Forces
Cosmetics; India; Innovation; Joint Title: Molson Canada: Social Media (Hardcover)
ventures; Product lines Marketing Author(s): Ricci, Ron; Volkmann, John
Length: 18p Author(s): Compeau, Deborah; Publication Date: 09/26/2002
NEW Qureshi, Israr Product Type: HBS Press Book
Publication Date: 10/02/2008 Abstract: Based on an intensive study
HKU291 Product Type: Case (Field) of 12,000 consumer and corporate
Title: Moiselle: Pret-a-Porter Hong Publisher: Richard Ivey School of buyers, marketing and communications
Kong Style Business/UWO experts Ron Ricci and John Volkmann
Author(s): Yim, Bennett; Wong, Monica Abstract: This case describes Molson's identify the success factor that all market
Publication Date: 08/29/2003 experiment with social media for creating leaders share: momentum. Beyond
Product Type: Case (Field) brand awareness. It illustrates issues sheer motion, momentum means mass,
Publisher: University of Hong Kong involved in social media marketing. speed, and direction, in context to a
Abstract: Explores the comprehensive Molson was faced with the challenge of value proposition so compelling that all
marketing strategies behind the building how quickly the contents of social media constituents in a given marketplace
of the Moiselle brand. Includes a could spread to various constituencies. believe it--and want to go there with you.
detailed comparison with 10 other local There was a real danger of the situation It is the trajectory to "must-have" status
Hong Kong fashion brand names to getting out of hand if Molson did not with customers--and this book provides
illustrate the reasons behind Moiselle's respond quickly. The case encourages the marketing gauges to get you there.
successful and comprehensive readers to ponder whether Molson's Ricci and Volkmann unveil a practical,
marketing strategies. Starting out as a action was the only option available and proven formula for quantifying your
tiny original equipment manufacturer, to consider what its next steps might be. company's momentum and show how
Moiselle successfully evolved into an Geographic Setting: Canada managers can leverage it to achieve
own brand manufacturer, creating a well- Industry Setting: Beverage industry; market leadership. They introduce a
known brand name that was popular Food industry "momentum index" that will enable
both in Hong Kong and China. Illustrates Subjects: NO senior management, product marketers,
the importance of establishing clear SUBJECTS(KEYWORDS) and marketing communication strategists
market positioning, developing a brand, Length: 13p to measure their market dominance
and leveraging the brand power to grow Supplementary Materials: Teaching relative to competitors, diagnose their
strengths and weaknesses as market Author(s): Goldberg, Ray A.; Urban, the first year. Jerry Steiner, executive
leaders, and develop an action plan for Thomas N., III vice-president of commercial
sustaining or strengthening their Publication Date: 11/27/1995 acceptance, must decide if the situation
positions. For anyone responsible for Revision Date: 02/01/1996 in Brazil is stable enough to support a
managing or communicating about a Product Type: Case (Field) significant increase in breeding and
company and its brands, this book Abstract: Monsanto has one product, biotech spending to develop products
shows how to ride momentum to Roundup, accounting for 30% of specifically designed for the Brazilian
industry dominance. company net income and is going off market. In addition, outlines situations in
Subjects: Brand equity; Brand patent. How should the company Argentina and India, and asks if the
management; Marketing strategy position itself and its products in the world's leading biotechnology firm
Length: 224p future? should develop similar delivery-based
List Price: $24.95 Geographic Setting: Global systems.
Industry Setting: Chemical industry; Geographic Setting: Brazil
513071 Pharmaceutical industry Industry Setting: Agriculture industry
Title: Monsanto Chemical Co. (A) Number of Employees: 29,000 Number of Employees: 16,500
Author(s): Newton, Derek A.; Levitt, Gross Revenues: $8 billion revenues Gross Revenues: $7.3 billion revenues
Theodore Subjects: Agribusiness; Biotechnology; Event Year Start: 2006
Publication Date: 05/01/1969 Pharmaceuticals; Product life cycle Event Year End: 2006
Product Type: Case (Field) Length: 28p Subjects: NO
Abstract: A salesman makes a new SUBJECTS(KEYWORDS)
product presentation to a purchasing UV0321 Length: 35p
agent. The salesman used a hard selling Title: Monsanto--The Launch of Supplementary Materials: Teaching
technique, and in his eagerness to sell Roundup Ready Soybeans Note, (507059), 9p, by David E. Bell,
the customer, he talks around the Author(s): Parry, Mark Mary Shelman
customer's questions instead of facing Publication Date: 08/16/2000 Year New: 2006
them, considering them, and answering Product Type: Case (Field)
them. He overwhelms the purchasing Abstract: As Monsanto launches 503044
agent with his enthusiasm, but doesn't Roundup Ready(R) Soybeans in 1995, Title: MontGras: Export Strategy for a
satisfy his practical questions on the new its executives must choose a target Chilean Winery
paint additive he is trying to sell. segment and decide how to position the Author(s): Arnold, David J.; Stevenson,
Geographic Setting: United States new product and how to support that Howard H.; de Royere, Alexandra
Industry Setting: Paint & coatings position through appropriate tactical Publication Date: 11/01/2002
industry decisions regarding price, distribution, Revision Date: 11/17/2005
Subjects: Chemicals; Industrial and communication. The genetically Product Type: Color Case
markets; New product marketing; altered soybeans will not die when Abstract: MontGras, a medium-sized
Personal selling; Sales strategy sprayed with Monsanto's Roundup, the Chilean winery, has to formulate an
Length: 6p world's leading herbicide. export strategy. It has to decide whether
Subjects: NO to emphasize the U.S. or U.K. markets,
513072 SUBJECTS(KEYWORDS) which also offer different positioning and
Title: Monsanto Chemical Co. (B) Length: 19p pricing proposals. It has twice failed to
Author(s): Newton, Derek A.; Levitt, Supplementary Materials: Teaching penetrate the U.S. market because
Theodore Note, (UV0322), 11p, by Mark Parry distributor relationships fell through and
Publication Date: 04/30/1969 Year New: 2007 is deciding between two new potential
Product Type: Case (Field) partners. In the United Kingdom, it is
Abstract: The sales technique used in 507018 offered participation in a supermarket
this case is different from that used in Title: Monsanto: Realizing Biotech promotion that will boost volumes, but at
the (A) case in that the salesman first Value in Brazil the expense of price maintenance.
establishes contact with the purchasing Author(s): Bell, David E.; Shelman, Includes color exhibits.
agent by showing that he has taken the Mary Geographic Setting: Chile
trouble to read about the customer's Publication Date: 12/15/2006 Industry Setting: Wine industry
company. He asks questions concerning Revision Date: 10/29/2007 Company Size: mid-size
the customer's needs and appeals to Product Type: Case (Field) Number of Employees: 97
reason, not emotion, in his presentation. Abstract: In 2003, Monsanto's patented Gross Revenues: $7 million revenues
The customer's questions are answered, "Roundup Ready" technology was used Subjects: Beverages; Decision making;
and the exact place where the new illegally on 70-80% of the soybean area Exports; International marketing; Market
product could be used to produce in southern Brazil. Under pressure from entry; South America
savings is pinpointed. U.S. soybean growers, who were paying Length: 30p
Geographic Setting: United States to license the technology, the firm Supplementary Materials: Teaching
Industry Setting: Paint & coatings implemented an innovative delivery- Note, (503108), 11p, by David J. Arnold,
industry based collection system in Brazil. Alexandra de Royere
Subjects: Chemicals; Industrial Growers paid a post-harvest "indemnity" NEW
markets; New product marketing; fee for those soybeans grown with illegal
Personal selling; Sales strategy seed. Although there were initial F0606C
Length: 7p concerns by farmers and grain Title: More Isn't Always Better
companies--who collected the fee on Author(s): Schwartz, Barry
596034 Monsanto's behalf--the system worked Publication Date: 06/01/2006
Title: Monsanto Co.: The Coming of smoothly, with over 97% of the farmers Product Type: Harvard Business
Age of Biotechnology "self-declaring" their Roundup soybeans Review Article
Abstract: Offering customers too many Industry Setting: Steel industry company to prepare a marketing
product choices may decrease their Company Size: mid-size strategy. Despite its proximity to Costa
sense of well-being. Gross Revenues: $75 million revenues Rica and its focus on providing a unique
Industry Setting: Food industry Subjects: Industrial markets; luxury vacation retreat for one of the
Subjects: NO Interdepartmental relations; Machinery; fastest growing segments in the travel
SUBJECTS(KEYWORDS) Product lines; Product planning & policy; industry--the ecotourist--the hotel faces
Length: 2p Production planning numerous hurdles. The greatest
Year New: 2006 Length: 25p challenge is to overcome Nicaragua's
negative reputation, based on its recent
587105 587106 history of political and social unrest, still
Title: Morgan Construction Co. (A) Title: Morgan Construction Co. (B) fresh in the minds of tourists. The hotel
Author(s): Shapiro, Benson P.; Palmer, Author(s): Shapiro, Benson P.; Palmer, must also operate within the country's
David David rural infrastructure, characterized by
Publication Date: 01/14/1987 Publication Date: 01/14/1987 interruptions in the power supply, poorly
Revision Date: 03/06/1991 Revision Date: 01/31/1989 maintained roads, and below-standard
Product Type: Case (Field) Product Type: Supplement (Field) sanitation. Additionally, Nicaragua does
Abstract: Morgan Construction sold, Abstract: Raises strategic issues not have a pool of skilled employees to
designed, and manufactured rolling related to the role of manufacturing at work in the high-end service industry.
equipment, wire drawing equipment, and Morgan given the importance of non- Preparation of the marketing strategy
bearings for steel mills. Because of the U.S.A. U.S.A. business, the desire of addresses the effects of these factors on
depressed state of the worldwide steel some major foreign countries to have the hotel's market positioning and
industry in the 1980s, Morgan had to capital equipment manufactured there market penetration rate.
depend increasingly upon spare parts for rather than imported, and the difficulty of Geographic Setting: Nicaragua
its business. The case deals with the keeping the Morgan plant full and Industry Setting: Hotel industry;
three different spare parts businesses profitable. Must be used after the Lodging industry
with which Morgan is involved. Morgan Construction Co. (A) case. A Event Year Start: 2004
Marketing, manufacturing, and videotape (9-887-520) and videotape Event Year End: 2004
organizational issues are raised. A guide (9-587-114) are available for use Subjects: NO
videotape (9-887-519) is available for with this case. Must be used with: SUBJECTS(KEYWORDS)
use with this case. (587105) Morgan Construction Co. (A). Length: 24p
Geographic Setting: Worcester, MA Industry Setting: Machinery industry Supplementary Materials: Teaching
Industry Setting: Steel industry Subjects: Industrial markets; Note, (805A13), 8p, by Shuo Wang,
Company Size: mid-size Interdepartmental relations; Machinery; Judith A. Siguaw, Penny Simpson
Gross Revenues: $63 million sales Product lines; Product planning & policy; Year New: 2006
Subjects: Industrial markets; Production planning
Interdepartmental relations; Machinery; Length: 3p 581098
Product lines; Product planning & policy; Title: Morris Alper & Sons, Inc.
Production planning 587114 Author(s): Shapiro, Benson P.;
Length: 41p Title: Morgan Construction Co. (B), Sherman, Jeffrey J.
Supplementary Materials: Supplement Video Guide Publication Date: 03/01/1981
(Field), (587106), 3p, by Benson P. Author(s): Shapiro, Benson P. Revision Date: 09/01/1989
Shapiro, David Palmer Publication Date: 01/14/1987 Product Type: Case (Field)
Revision Date: 04/01/1988 Abstract: Concerns a series of issues
594112 Product Type: Supplement (Note) facing Morris Alper & Sons, Inc., a large
Title: Morgan Construction Co. (A) Abstract: Provides an aid to viewing food brokerage company. Includes
(Abridged) Video (9-887-520). Must be used with: background on the history of the industry
Author(s): Rangan, V. Kasturi (887520) Morgan Construction Co. (B), and presents a meeting of the
Publication Date: 06/08/1994 Video. management regarding retail sales
Revision Date: 03/20/1995 Industry Setting: Machinery industry coverage and choice of principals to
Product Type: Case (Field) Subjects: Industrial markets; represent. In the meeting, Alper
Abstract: Philip Morgan, the fifth- Interdepartmental relations; Machinery; management must respond to Green
generation president of the company, Product lines; Product planning & policy; Giant's request for more retail sales
had to take strategic measures to arrest Production planning coverage.
the decline of the company's revenues Length: 1p Geographic Setting: Massachusetts
from $97.6 million in 1981 to $62.5 Industry Setting: Food industry
million in 1985. Issues concerned Gross Revenues: $4 million gross
905A13
product line management (rolling mills, income
Title: Morgan's Rock Hacienda &
Morgoil bearings and wire drawing Subjects: Distribution; Distribution
Ecolodge
equipment), particularly the channels; Marketing strategy;
Author(s): Wang, Shuo; Siguaw, Judith
management of spare parts and service Negotiations; Sales management; Sales
A.; Simpson, Penny
for each of the three product lines. strategy; Supermarkets
Teaching Purpose: To illustrate the Length: 21p
interfunctional nature of the order- Supplementary Materials: Teaching
fulfillment cycle and to highlight the Note, (585028), 15p, by John A. Quelch
Business/UWO
subtle differences that underlie the Abstract: An upscale ecolodge in
order-fulfillment cycle, across different southern Nicaragua hopes to achieve a 581100
product-markets. 53% occupancy rate within three years Title: Morris Alper & Sons, Inc. (C):
Geographic Setting: United States of opening and has hired a management Introduction to Video 1
Author(s): Shapiro, Benson P.; Length: 12 min Group, was formulating the marketing
Sherman, Jeffrey J. List Price: $150.00 strategy for its new wireless
Publication Date: 03/01/1981 Supplementary Materials: Supplement communicator, the Envoy. Early sales
Revision Date: 07/08/1985 (Field), (581100), 1p, by Benson P. results for the Envoy as well as its
Product Type: Supplement (Field) Shapiro, Jeffrey J. Sherman competitors in the nascent personal
Abstract: Introduces Video 1. Must be digital assistant industry were
used with: (882507) Morris Alper & 882508 disappointing, and Sullivan was under
Sons, Inc.: Video 1, Sales Calls. Title: Morris Alper & Sons, Inc.: Video pressure to change this situation. How
Industry Setting: Supermarkets 2, Executive Meeting should Motorola segment the market for
Subjects: Distribution channels; Author(s): Shapiro, Benson P. wireless communications? What market
Marketing implementation; Sales Publication Date: 11/10/1981 segments should Motorola target with
management; Sales strategy; Product Type: Case Video the Envoy? How should it position the
Supermarkets Abstract: Presents a meeting between Envoy? What should be the marketing
Length: 1p the executives of the Green Giant Co. mix for the Envoy? Sullivan's short-term
and Morris Alper. The primary issue decisions had to take into account the
581101 discussed at the meeting is Alper's retail fact that she had limited control over
Title: Morris Alper & Sons, Inc. (D): coverage for Green Giant. For use with changing the basic product, which was
Introduction to Video 2 Morris Alper & Sons, Inc. (A) (9-581- designed before she took charge of
Author(s): Shapiro, Benson P.; 098). marketing the Envoy.
Sherman, Jeffrey J. Industry Setting: Supermarkets Geographic Setting: United States
Publication Date: 03/01/1981 Subjects: Distribution channels; Industry Setting: Telecommunications
Revision Date: 07/08/1985 Marketing implementation; Sales industry; Wireless carriers
Product Type: Supplement (Field) management; Sales strategy; Gross Revenues: $27 billion revenues
Abstract: Introduces Video 2. Must be Supermarkets Subjects: NO
used with: (882508) Morris Alper & Length: 18 min SUBJECTS(KEYWORDS)
Sons, Inc.: Video 2, Executive Meeting. List Price: $150.00 Length: 31p
Industry Setting: Supermarkets Supplementary Materials: Supplement Year New: 2006
Subjects: Distribution channels; (Field), (581101), 2p, by Benson P.
Marketing implementation; Sales Shapiro, Jeffrey J. Sherman 502040
management; Sales strategy; Title: Mountain Dew: Selecting New
Supermarkets 584074 Creative
Length: 2p Title: Motofabrikwerk S.A. (A) Author(s): Holt, Douglas B.
Author(s): Shapiro, Benson P.; Hoff, Publication Date: 10/05/2001
583025 Edward J. Product Type: Color Case
Title: Morris Alper & Sons, Inc.: Publication Date: 01/10/1984 Abstract: Highlights the key role of
CouponArama Revision Date: 06/27/1985 selecting creative in brand
Author(s): Quelch, John A. Product Type: Case (Field) communications, the challenges of
Publication Date: 11/19/1982 Abstract: In August 1983 the marketing building a brand in a turbulent cultural
Product Type: Case (Field) vice president responsible for numerical environment, the challenges of
Abstract: Company executives are controls at a huge Swiss company was extending an advertising campaign, and
reviewing the impact of a cooperative making major decisions about the the interpretation of ads as a crucial
coupon promotion on the sales business. It had recently lost money, but senior management skill. Includes color
performance of the participating brands. might offer a window into the factory of exhibits.
Geographic Setting: New England the future or might be narrowed to Geographic Setting: Purchase, NY
Industry Setting: Food industry increase profitability. Industry Setting: Beverage industry;
Subjects: Advertising strategy; Geographic Setting: Switzerland Soft drink industry
Consumer marketing; Distribution; Industry Setting: Electronic instruments Number of Employees: 124,000
Merchandising; Supermarkets & controls Gross Revenues: $20 billion revenues
Length: 15p Company Size: large Subjects: Advertising; Beverages;
Gross Revenues: $9.7 billion sales Brand management; Creativity
Subjects: Computer systems; Industrial Length: 20p
882507
markets; Machine tools; Market Supplementary Materials: Teaching
Title: Morris Alper & Sons, Inc.: Video
segmentation; Marketing planning; Note, (503076), 13p, by Douglas B. Holt
1, Sales Calls
Marketing strategy; Switzerland; Year New: 2005
Publication Date: 11/10/1981 Technology
Product Type: Case Video Length: 22p 505S19
Abstract: Demonstrates what food Supplementary Materials: Teaching Title: Mountain Dew: Selecting New
brokerage salespeople do by showing Note, (584075), 17p, by Benson P. Creative, Spanish Version
them in the act of making calls on Shapiro Author(s): Holt, Douglas B.
customers. Two calls are to retail stores Publication Date: 10/05/2001
and one is to a buyer for a five-store KEL098 Product Type: LACC Case
independent chain. For use with Morris Title: Motorola Wireless Data Group: Abstract: Highlights the key role of
Alper & Sons, Inc. (A) (9-581-098). The Envoy selecting creative in brand
Industry Setting: Supermarkets Author(s): Sawhney, Mohanbir communications, the challenges of
Subjects: Distribution channels; Publication Date: 01/01/2004 building a brand in a turbulent cultural
Marketing implementation; Sales Product Type: Case (Field) environment, the challenges of
management; Sales strategy; Abstract: Elizabeth Sullivan, director of extending an advertising campaign, and
Supermarkets marketing for Motorola's Wireless Data the interpretation of ads as a crucial
senior management skill. Industry Setting: Beer brand image depends on the types of
Geographic Setting: Purchase, NY Subjects: NO customers the company wants to attract.
Industry Setting: Beverage industry; SUBJECTS(KEYWORDS) The selection of a mix of sales promotion
Soft drink industry Length: 12p devices creates and reinforces the brand
Number of Employees: 124,000 Supplementary Materials: Teaching image. This allows executives to
Gross Revenues: $20 billion revenues Note, (2072), 19p, by James Kindley, delegate pricing responsibilities, and
Subjects: NO Heide Abelli, Indra Reinbergs; puts particular emphasis on the
SUBJECTS(KEYWORDS) Supplement (Spreadsheet), (2293), 0p, intangible aspects of pricing, particularly
Length: 20p by James Kindley, Heide Abelli, Indra on the total impression that customers
Reinbergs have of the vendor and of the things he
503038 Year New: 2007 or she sells.
Title: Mountain Dew: Selecting New Subjects: Appliances; Brands;
Creative (Multimedia Case) 509709 Marketing strategy; Pricing strategy;
Author(s): Holt, Douglas B. Title: Mr. Nelson Peitz, Fouding Partner, Product lines
Publication Date: 04/18/2003 Trian Partners Interviewed by Professor Length: 9p
Product Type: Multimedia Case John Quelch, Video (DVD)
Abstract: The key role of selecting Author(s): Quelch, John A. BH246
creative in brand communications, the Publication Date: 09/02/2008 Title: Multichannel Marketing: Mindset
problems with building a brand in a Product Type: Video and Program Development
turbulent cultural environment, the Abstract: Professor John Quelch Author(s): Weinberg, Bruce D.; Parise,
challenges of extending an advertising interviewed Mr. Nelson Peitz, Founding Salvatore; Guinan, Patricia J.
campaign, and the senior management Partner of Trian Partners on events and Publication Date: 09/15/2007
skills needed to interpret ads are decisions leading up to the decision to Product Type: Case (Field)
highlighted. acquire the Snapple brand and the Publisher: Business Horizons/Indiana
Geographic Setting: Purchase, NY results of that corporate decision. University
Industry Setting: Soft drink industry Geographic Setting: United States Abstract: Individual consumers have
Number of Employees: 124,000 Industry Setting: Non-alcoholic quickly embraced the practice of using a
Gross Revenues: $20 billion revenues beverage industry variety of channels through which to
Subjects: Advertising; Beverages; Subjects: NO make their purchases, as evidenced by
Brand management; Creativity SUBJECTS(KEYWORDS) the current multichannel shopping
Length: 2 hours Length: 8 min average of 65-70%. Indeed,
Supplementary Materials: Teaching List Price: $150.00 multichannel shoppers (defined as those
Note, (503076), 13p, by Douglas B. Holt; who utilize a variety of different
Interactive Case, (503803), 5 min, by 509710 purchasing channels, including bricks-
Douglas B. Holt Title: Mr. Nelson Peitz, Fouding Partner, and-mortar stores, the telephone, and
NEW Trian Partners Interviewed by Professor the Internet) are now in the majority, and
John Quelch, Video (VHS) spend significantly more than single-
2069 Author(s): Quelch, John A. channel shoppers. Given this reality, it is
Title: Mountain Man Brewing Co.: Publication Date: 09/02/2008 critical that organizations adopt a
Bringing the Brand to Light Product Type: Video multichannel mindset and effectively
Author(s): Abelli, Heide Abstract: Professor John Quelch employ a multichannel marketing
Publication Date: 05/28/2007 interviewed Mr. Nelson Peitz, Founding program, as they can enhance
Product Type: Case Partner of Trian Partners on events and profitability, the customer experience,
Abstract: Chris Prangel, a recent MBA decisions leading up to the decision to and customer satisfaction. Provides
graduate, has returned home to West acquire the Snapple brand and the firms with guidance in developing an
Virginia to manage the marketing results of that corporate decision. May effective multichannel mindset, and in
operations of the Mountain Man Beer be used with: (599126) Snapple. designing a multichannel marketing
Company, a family-owned business he Geographic Setting: United States program for serving end-consumers in
stands to inherit in five years. Mountain Industry Setting: Non-alcoholic Business-to-Consumer (B2C) situations.
Man brews just one beer, Mountain Man beverage industry Industry Setting: Internet & online
Lager, also known as "West Virginia's Subjects: NO services industries; IT industry; Retail
beer" and popular among blue-collar SUBJECTS(KEYWORDS) industry
workers. Due to changes in beer Length: 8 min Subjects: NO
drinkers' taste preferences, the company List Price: $150.00 SUBJECTS(KEYWORDS)
is now experiencing declining sales for Length: 10p
the first time in its history. In response, Year New: 2007
60411
Chris wants to launch Mountain Man Title: Multi-Stage Approach to Pricing
Light, a "light beer" formulation of Author(s): Oxenfeldt AR 587175
Mountain Man Lager, in the hope of Publication Date: 07/01/1960 Title: Multinational Marketing and
attracting younger drinkers to the brand. Product Type: Harvard Business Competitive Strategy
However, he encounters resistance from Review Article Author(s): Buzzell, Robert D.; Quelch,
senior managers. Mountain Man Lager's Abstract: A long-run multi-staged, John A.
brand equity is a key asset for Mountain policy-oriented approach improves Publication Date: 05/19/1987
Man Brewing Company. The question is decisions. Guided by company Product Type: Note
whether Mountain Man Light will commitments, resources, and market Abstract: A general introduction to
enhance it, detract from it, or irreversibly conditions, management defines the multinational marketing in the context of
damage it. submarkets it wishes to cultivate most overall competitive strategy. Prepared as
Geographic Setting: West Virginia actively. Development of a company and the introductory chapter of a book,
Multinational Marketing Management: Boston/Fleet Financial Group took hold, and the press and public
Cases and Readings, by R.D. Buzzell Sponsorship of Monet in the 20th responded with intense criticism and
and J.A. Quelch. Century inquiry. The case describes NASA's
Subjects: Competition; Exports; Joint Author(s): Greyser, Stephen A.; harmonious relationship with the media
ventures; Marketing management; Crockett, David before Challenger, and the many
Multinational corporations Publication Date: 03/01/2002 obstacles William Sheehan faced when
Length: 8p Revision Date: 10/03/2002 he stepped in to attempt to restore
Product Type: Color Case NASA's image and relationship with the
571020 Abstract: The Museum of Fine Arts in media after Challenger. The issues
Title: Multiple Sclerosis Society: Fund Boston and Fleet Financial Group's include the special problems faced by a
Raising Strategy sponsored the Monet in the 20th Century public institution with a history of poor
Author(s): Robertson, Thomas S.; exhibition, the world's largest, in 1998. internal communication, and the
Diamond, Steven L. The case chronicles the solicitation of a compounded difficulties of attempting to
Publication Date: 09/01/1970 large corporate sponsor, as well as the create effective internal policy while also
Revision Date: 10/01/1979 growth and development of their trying to restore credibility with the media
Product Type: Case (Field) partnership. Includes color exhibits. and deal with investigative probes.
Abstract: Various strategies for Geographic Setting: Boston, MA Geographic Setting: United States
increasing contributions in the Industry Setting: Art industry Industry Setting: Government &
Washington, D.C. area. The student is Gross Revenues: $10 million revenues regulatory
asked to apply behavioral data Subjects: Financial services; Nonprofit Company Size: large
contained in the case to the marketing organizations; Partnerships Subjects: Aerospace industry;
management problem. Length: 20p Government agencies; Management
Geographic Setting: District of Supplementary Materials: Teaching communication; Management of crises;
Columbia Note, (503013), 7p, by Stephen A. Public relations
Subjects: Consumer behavior; Market Greyser, David Crockett Length: 18p
research; Marketing strategy; Nonprofit
organizations 61208 599039
Length: 20p Title: The Mystique of Super- Title: The NFL-Network Television
Supplementary Materials: Teaching Salesmanship Contracts, 1998-2005
Note, (579048), 8p, by Scott Ward Author(s): McMurry, Robert N. Author(s): Greyser, Stephen A.
Publication Date: 03/01/1961 Publication Date: 06/17/1999
506027 Product Type: Harvard Business Revision Date: 08/12/2004
Title: Museum of Fine Arts Boston Review Article Product Type: Case (Field)
Author(s): Rangan, V. Kasturi; Bell, Abstract: An analysis of the art and Abstract: The National Football League
Marie science of selling reveals the importance (NFL) is negotiating its next round of
Publication Date: 10/12/2005 of certain personality traits, effective national television contracts with its
Revision Date: 09/11/2006 training, and close supervision. A good broadcast and cable TV partners. The
Product Type: Color Case sales personality has good persuasion revenues from these contracts constitute
Abstract: One of Boston's main cultural techniques, energy, self-confidence, a major source of income for the
attractions, the Museum of Fine Arts desire for money, a habit of industry, and individual NFL teams. The case provides
(MFA), has experienced a steady a state of mind which regards rejection information on the history of the NFL on
decline of its core audience over the last as a challenge. Minimum effective television, TV ratings for major sports,
decade. The museum's executive training for creative sales work must TV rights fees for major sports (including
director attempted to bridge the shortfall cover: orientation; the product or the recent new NBA TV contract), and
by staging new, innovative, special service; procedures for booking orders, the current contract with each broadcast
exhibitions, which have not been without making necessary reports, etc.; time partner. Ideas proposed to the NFL by
their share of criticism. The museum's management; and sales techniques. An rights-holders and rights-seekers are
top management had to resolve the aggressive, imaginative, even ruthless, also included.
audience issue against the background sales manager is necessary to provide Geographic Setting: United States
of a major $500 million capital campaign the kind of strong and dynamic Industry Setting: Professional sports
to fund a new wing of the museum in leadership found at the top of productive teams & organizations
2010. sales organizations. Subjects: Broadcasting industry;
Geographic Setting: Boston, MA Subjects: Employee training; Sales Consumer marketing; Negotiations;
Industry Setting: Art industry management Sports
Gross Revenues: $100 million Length: 10p Length: 20p
revenues
Event Year Start: 2005 591009 599024
Event Year End: 2005 Title: NASA After Challenger: Restoring Title: NHL--1998: "The Coolest Game
Subjects: NO an Image in Nagano"
SUBJECTS(KEYWORDS) Author(s): Greyser, Stephen A.; Klein, Author(s): Greyser, Stephen A.;
Length: 26p Norman Goldman, Kirk
Note, (506074), 13p, by V. Kasturi Product Type: Case (Library) Product Type: Case (Library)
Rangan, Marie Bell Abstract: In the days following the loss Abstract: Explores the National Hockey
Year New: 2006 of the space shuttle Challenger and its League's participation in the 1998 Winter
crew in January of 1986, NASA officials Olympics, for which a "winter break" was
502059 were unwilling to communicate with the taken from the regular schedule. The
Title: The Museum of Fine Arts media or the public. A siege mentality benefits and risks associated with the
NHL's Olympic participation are one DoCoMo's i-mode service, faces two Length: 8p
specific focus. In addition, the case challenges. On the domestic front, i- Supplementary Materials: Teaching
address fan development and league mode must fend off two strong Note, (502029), 29p, by Susan Fournier,
growth, including franchise expansion to competitors while managing the Laura Winig, Andrea Wojnicki, Eric A.
the U.S. Sun Belt, the role of national migration of i-mode's existing customer Yorkston; Teaching Note, (502064), 29p,
television for the NHL, and the impact of base to DoCoMo's new 3G (third- by Susan Fournier, Laura Winig, Andrea
Grassroots Programs. May be used generation) wireless service. On the Wojnicki, Eric A. Yorkston
with: (599108) The National Hockey international front, the company must
League's New Television Contract for figure out a way to bring the i-mode 503S67
2004 and Beyond; (596059) Marketing model to U.S. and European markets, Title: Naming the Edsel (Condensed),
the National Hockey League. where consumers appear reluctant to Spanish Version
Geographic Setting: North America adopt the mobile Internet. Author(s): Fournier, Susan; Wojnicki,
Industry Setting: Professional sports Geographic Setting: Japan Andrea
teams & organizations; Hockey Industry Setting: Telecommunications Publication Date: 11/01/2001
Subjects: Marketing management; industry Product Type: LACC Case
Marketing strategy; Sports Number of Employees: 18,000 Abstract: The interesting and unusual
Length: 11p Gross Revenues: $37 billion revenues story behind Ford's selection of "Edsel"
Subjects: Brands; Innovation; Internet; as the new brand name for its ill-fated
506040 Japan; Pricing; Product introduction; 1957 new product launch is revealed. It
Title: NOK (A) Product life cycle is noteworthy as perhaps the most
Author(s): Narayandas, Das; Attea, Length: 25p extensive, creative, and politically
Kate Supplementary Materials: Teaching charged naming stories on record.
Publication Date: 03/02/2006 Note, (503097), 23p, by Youngme Moon Although both nontraditional approaches
Revision Date: 04/26/2006 to name generation and more traditional
Product Type: Case (Field) 502034 research tools provide input to the
Abstract: Highlights issues that a Title: Naming the Edsel (Condensed) naming decision, this is all put aside by
multidivision firm faces as it moves from Author(s): Fournier, Susan; Wojnicki, the company's chairman of the board,
managing products for profit to Andrea who makes a unilateral decision to use
managing customers for profit. Publication Date: 11/01/2001 "Edsel" in the final hour. This name
Geographic Setting: Japan Product Type: Case (Library) choice goes against both consumer
Industry Setting: Automotive industry Abstract: Reveals the interesting and research, which suggests problems with
Subjects: NO unusual story behind Ford's selection of the name, and the beliefs of Edsel's
SUBJECTS(KEYWORDS) "Edsel" as the new brand name for its ill- sons, who feel that their father may not
Length: 21p fated 1957 new product launch. want his name so utilized, thus revealing
Supplementary Materials: Supplement Noteworthy as perhaps the most the aesthetic quality of the naming
(Field), (506041), 5p, by Das extensive, creative, and politically decision. Pays particular attention to the
Narayandas, Akiko Kanno charged naming stories on record. role of the consumer in name-generation
Year New: 2006 Although both nontraditional approaches and selection decision and explores a
to name generation (i.e., range of sometimes unusual name-
506041 correspondence with a popular poet of generation techniques. Also makes
Title: NOK (B) the time) and more traditional research salient the aesthetic and political aspects
Author(s): Narayandas, Das; Kanno, tools (e.g., consumer surveys exploring of the naming decision, which are part
Akiko top-of-mind brand-name associations and parcel to the task. Most effectively
Publication Date: 03/02/2006 and opposites, advertising agency used as part of a multicase collection on
Product Type: Supplement (Field) brainstorming) provide input to the brand naming such that the range of
Abstract: An abstract is not available for naming decision, this is all put aside by strategies, tactics, issues, and trade-offs
this product. Must be used with: the company's chairman of the board, involved in naming the brand can be
(506040) NOK (A). who makes a unilateral decision to use revealed.
Subjects: NO "Edsel" in the final hour. This name Geographic Setting: United States
SUBJECTS(KEYWORDS) choice goes against both consumer Industry Setting: Automotive industry
Length: 5p research, which suggests problems with Event Year Start: 1957
Year New: 2006 the name, and the beliefs of Edsel's Event Year End: 1957
sons, who feel that their father may not Subjects: Automobiles; Brand equity;
want his name so utilized, thus revealing Brands; Marketing strategy; Product
502031
the aesthetic quality of the naming introduction
Title: NTT DoCoMo: Marketing i-mode
decision. May be used with: (500054) Length: 8p
Selecting a New Name for Security
Capital Pacific Trust; (500055) 591019
Claiborne Asks Web Surfers to Name Title: National Aeronautics and Space
New Line; (501007) Renaming Administration (NASA)
Abstract: i-mode is a wireless Internet
Computer Power Group. Author(s): Rangan, V. Kasturi; Russell
service offered in Japan by NTT
Geographic Setting: United States S
DoCoMo. In just three years, the service
Industry Setting: Automotive industry Publication Date: 09/14/1990
has won over 30 million subscribers and
Event Year Start: 1957 Revision Date: 11/26/1991
achieved a 60% share of Japan's mobile
Event Year End: 1957 Product Type: Case (Field)
Internet market, making it the most
Subjects: Automobiles; Brand equity; Abstract: Describes the evolution of the
successful mobile data service in the
Brands; Marketing strategy; Product U.S. space program from its inception in
world. It is now early 2002 and Keiichi
introduction 1957 until 1989. After the thrilling
Enoki, managing director of NTT
success of the Apollo program and Tread Abstract: The National Hockey League
manned missions to the moon, NASA in Author(s): Cardozo, Richard N. (NHL) has negotiated a new television
1989 appears to be in search of a Publication Date: 04/29/1983 contract at record rights-fee levels for
direction. Meanwhile, global competition Product Type: Case (Gen Exp) hockey. The NHL will be shifting its
has slowly caught up with NASA, making Abstract: A large chemical company principal television partner from Fox to
the goal setting task even more has developed a novel industrial ESPN/ABC. Students are asked to
challenging. maintenance item, for which a marketing analyze the current and future contracts
Geographic Setting: United States program and budget must be prepared. in terms of revenue yield and visibility.
Industry Setting: Government & Case requires students to forecast The case also raises continuing
regulatory demand at end-user and industrial questions about the roles of a sports
Company Size: large customer levels to identify elements of league's television partner--especially in
Gross Revenues: $15 billion revenues the marketing mix, and to prepare a plan fan development. May be used with:
Subjects: Goal setting; Government and budget. (599024) NHL--1998: "The Coolest
agencies; Market segmentation; Geographic Setting: United States Game in Nagano".
Marketing planning Industry Setting: Chemical industry Geographic Setting: United States
Length: 21p Company Size: large Industry Setting: Sports industry
Subjects: Forecasting; Industrial Subjects: Consumer marketing;
599069 markets; Marketing mixes; Marketing Contracts; Sports
Title: National Aids Fund planning; Pricing; Sales promotions; Tire Length: 4p
Author(s): Dolan, Robert J. industry
Publication Date: 12/09/1998 Length: 3p 581055
Product Type: Case (Library) Title: National Mine Service Co. (A)
Abstract: The co-sponsorship of a 584040 Author(s): Bonoma, Thomas V.
tennis event by the National AFDS Title: National Electric Supply Co. Publication Date: 11/01/1980
Foundation and Philip Morris is Author(s): Albion, Mark S. Revision Date: 06/01/1981
described. Publication Date: 09/21/1983 Product Type: Case (Field)
Geographic Setting: United States Revision Date: 07/03/1985 Abstract: National Mine Service Co. (A)-
Subjects: Business & society; Ethics; Product Type: Case (Field) (C) raise marketing implementation
Marketing management Abstract: National Electric Supply Co. issues in the design, introduction, and
Length: 1p (NESCO), the second largest electrical promotion of a new underground mining
distributor, was evaluating the results of machine. The (A) case describes the
579019 the change in the structure of its coal industry and company background,
Title: National Central Bank distribution network in the New England the competitive environment, and
Author(s): Shapiro, Benson P.; Cline, district. A daily trucking system allowed company organization. The series is
Craig E. district branches to share inventory. The designed to permit instructors to use
Publication Date: 08/01/1978 system was expected to reduce either (A) and (B); (A) and (C); or (A),
Revision Date: 10/01/1978 inventory investment and increase (B), and (C) in the classroom.
Product Type: Case (Field) warehouse sales and margins, but early Geographic Setting: United States
Abstract: National Central Bank was a results were disappointing. Objectives: Industry Setting: Coal
large commercial bank operating in five introduce students to issues in physical Gross Revenues: $127 millions sales
contiguous counties in central distribution, improve understanding of Subjects: Business conditions;
Pennsylvania. Its cash management the opportunities and risks associated Industrial markets; Industry analysis;
program, which was created to respond with the introduction of computer- Machinery; Marketing implementation;
to competitive pressures in 1975, has assisted operating procedures, and Mining; Product development
had disappointing sales in four of the reinforce the interdependence between Length: 21p
bank's five regions. In 1978, Mr. Orme, operations and marketing. Supplementary Materials: Teaching
the developer of the bank's basic cash Geographic Setting: New England Note, (583131), 13p, by Thomas V.
management program, was assigned to Industry Setting: Electric power Bonoma
develop a plan of action for improving Company Size: large
the program's performance in the four Gross Revenues: $800 million sales 581056
problem regions. His assessment of the Subjects: Distribution; Electric Title: National Mine Service Co. (B)
program's problems is clouded by industries; Industrial markets; Inventory Author(s): Bonoma, Thomas V.
organizational issues within the bank. management; Operating systems Publication Date: 11/01/1980
Geographic Setting: Lancaster, PA Length: 23p Revision Date: 06/01/1981
Industry Setting: Commercial banking Supplementary Materials: Teaching Product Type: Case (Field)
Company Size: large Note, (585037), 19p, by Mark S. Albion; Abstract: Raises issues in the
Gross Revenues: $1 billion assets Teaching Note, (585120), 17p, by implementation of industrial new product
Subjects: Banking; Commercial Robert J. Dolan design and introduction. Issues of the
banking; Financial services; Industrial organization, allocation, control, and
markets; Marketing strategy; Pricing 599108 behavior of a new product design group
strategy Title: The National Hockey League's are raised as a semi-custom new
Length: 32p New Television Contract for 2004 and product, the 2460 continous miner, is
Supplementary Materials: Teaching Beyond brought to market. Intrafirm conflicts
Note, (583148), 27p, by Thomas V. Author(s): Greyser, Stephen A.; Smyth, (and cooperation) between the design
Bonoma Elizabeth E. function, manufacturing, sales and top
Publication Date: 06/25/1999 management are illustrated.
583151 Revision Date: 08/13/2004 Geographic Setting: United States
Title: National Chemical Corp.: Tiger- Product Type: Case (Library) Industry Setting: Coal
Gross Revenues: $127 million sales Length: 63p has achieved this through its special
Subjects: Industrial markets; Machinery; yogurt manufacturing process and
Marketing implementation; Mining; 7861BC through cultivating personal relationships
Operations management; Product Title: Nations: No Quick Fix--Applying with dairy buyers in the natural foods
development; Resource allocation Marketing Concepts to How They channel. Set in 2000, when the company
Length: 21p Compete faces financial pressure to grow
Supplementary Materials: Teaching Author(s): Quelch, John A.; Jocz, revenues to $20 million by the end of
Note, (583131), 13p, by Thomas V. Katherine 2001 due to a planned exit by its venture
Bonoma Publication Date: 12/28/2007 capital investors. The immediate
Product Type: HBS Press Chapter decision point that the protagonist,
581057 Abstract: Nation-states compete with Natureview's vice president of
Title: National Mine Service Co. (C) one another in the global economy for a marketing, faces is whether to achieve
Author(s): Bonoma, Thomas V. variety of resources, including this revenue growth by expanding into
Publication Date: 11/01/1980 consumers and skilled workers. In the the supermarket channel.
Product Type: Case (Field) political realm, they compete for Geographic Setting: New England
Abstract: Presents the company's influence and favorable global attention. Industry Setting: Dairy industry; Food
coordinated market communications Success on both fronts require nation- industry
program (personal selling, trade show states to market themselves much the Subjects: NO
exhibition, mail, advertising) for the 2460 same way as do the best companies. In SUBJECTS(KEYWORDS)
mining machine. Raises issues of addition, democracy and economic Length: 12p
allocating and measuring the development are closely associated-- Supplementary Materials: Teaching
effectiveness of dollars expended on sustainable development benefits from Note, (2074), 27p, by Karen Martinsen
each of these programs, but especially an active civil society marked by high Fleming, Greg Bonner, Indra Reinbergs;
on a quadriennial trade exposition. levels of citizen engagement. In this Supplement (Spreadsheet), (2285), 1p,
Geographic Setting: United States respect, participation in marketing by Karen Martinsen Fleming
Industry Setting: Coal systems fosters traits that are valuable Year New: 2007
Gross Revenues: $127 million sales for countries' economic and political
Subjects: Industrial markets; Machinery; development. 505031
Marketing implementation; Mining; Subjects: NO Title: Nectar: Making Loyalty Pay
Operations management; Product SUBJECTS(KEYWORDS) Author(s): Deighton, John
development; Resource allocation Length: 31p Publication Date: 12/02/2004
Length: 25p List Price: $6.95 Revision Date: 12/05/2005
Supplementary Materials: Teaching Product Type: Case (Field)
Note, (583132), 12p, by Thomas V. 584008 Abstract: Loyalty Management UK
Bonoma Title: Nature of Marketing Practice: (LMUK) manages British supermarket
Contributions from the Literature, chain Sainsbury's frequent-shopper card
589055 Textual Note 7 program, called Nectar. LMUK uses
Title: National Pork Producers Council: Author(s): Bonoma, Thomas V. Sainsbury's sponsorship as the magnet
"Pork--The Other White Meat" Campaign Publication Date: 07/07/1983 to attract other retailers into a profitable,
Author(s): Greyser, Stephen A.; Product Type: Note multisponsor loyalty network. Examines
Teopaco, John L. Abstract: Introduces the nature and the the economics and consumer behavior
Publication Date: 10/20/1988 processes of the effective of retail loyalty programs and allows
Product Type: Case (Field) implementation of marketing to the comparison of the brand-building power
Abstract: Senior marketing executives students in the Marketing of a single-sponsor program to the
of a national food commodity council are Implementation course. The reciprocal promotional power of a multisponsor
evaluating the initial results of a new cause and effect relation between program. Describes the launch of the
advertising campaign aimed at strategy and implementation is explored. program and its first 18 months of
increasing consumer demand for fresh Focuses on a review of the existing growth, at the end of which it is the
pork. They are deciding on whether (and literature from marketing, administration, largest loyalty program in Britain.
what) strategic modifications are and psychology to reveal what is and Illustrates the use of the program to
necessary for the upcoming year. The what is not known about good practice in deliver customer-specific promotions to
new campaign involves a substantial marketing. the 13.5 million-member database and
increase in marketing expenditures and Subjects: Marketing implementation; how the program evaluates the success
a dramatic new positioning of pork as Marketing strategy or failure of specific promotions.
"the other white meat." Major issues Length: 36p Geographic Setting: Great Britain
include: the role of advertising in Industry Setting: Retail industry
increasing demand for a food commodity Number of Employees: 200
2073
product, the effectiveness of Gross Revenues: $130 million British
Title: Natureview Farm
"repositioning" to change consumers' pounds revenue
Author(s): Fleming, Karen Martinsen
nutritional perceptions, and evaluation of Event Year Start: 2003
the development and results of an Event Year End: 2004
Product Type: Case
advertising campaign. Subjects: Communication; Consumer
Abstract: Explores channel
Geographic Setting: United States marketing; Customer relations;
management issues in the U.S. food
Industry Setting: Food industry Customer retention; Direct marketing;
industry. Natureview Farm, a Vermont-
Company Size: large Loyalty; Market segmentation; Retailing;
based producer of organic yogurt with
Subjects: Advertising campaigns; United Kingdom
$13 million in revenues, is the leading
Agriculture; Commodity markets; Food; Length: 14p
national yogurt brand (24% market
Product positioning Supplementary Materials: Teaching
share) sold into natural foods stores. It
Note, (506048), 7p, by John Deighton Product Type: Case (Field) Planning, Infant Mortality and
Year New: 2005 Abstract: The management of Neiman Malnutrition," by E. Haubold, Swiss
Marcus, a highly successful luxury Review of World Affairs, March 1979.
88605 goods retailer, is considering ways to Industry Setting: Infant formula
Title: Negotiating with a Customer You grow the business and continue to return Company Size: large
Can't Afford to Lose in excess of 15% on capital. Among the Gross Revenues: $12 billion sales
Author(s): Keiser, Thomas C. options on the table is a jewelry store Subjects: Advertising; Boycotts;
Publication Date: 11/01/1988 concept called The Galleries. Consumer marketing; Developing
Product Type: Harvard Business Geographic Setting: Dallas, TX; United countries; Distribution planning; Food;
Review Article States International marketing; Marketing
Abstract: When a customer turns Industry Setting: Accessories industry; strategy
combative during a negotiation, it is Apparel industry; Fashion industry; Length: 43p
important to avoid confrontation or Retail industry
compromise. Instead, a salesperson Gross Revenues: $2.5 billion revenues IES035
should lure the customer into a search Subjects: Brands; Consumer marketing; Title: The Nestle Buitoni Case Story:
for creative solutions to tough problems. Distribution channels; Merchandising; The House That Mamma Built
To do this, salespeople should: 1) Retailing Author(s): Joachimsthaler, Erich;
increase their variables and know their Length: 27p Hickman, Edward
walkaway, because the more options, Supplementary Materials: Supplement Publication Date: 01/01/1994
the greater the chances of success; 2) (Field), (599099), 4p, by V. Kasturi Revision Date: 02/01/1997
keep aggressive customers talking and Rangan, Marie Bell; Teaching Note, Product Type: Case (Field)
listen for valuable information about the (599129), 11p, by V. Kasturi Rangan, Publisher: IESE Business School
customer's business; 3) pause often Marie Bell Abstract: After Nestle acquired Buitoni
and summarize the progress to reassure in 1988, it decided to make pasta and
the customer; 4) assert their own 599099 Italian food a core part of its overall food
company's needs to prevent making Title: Neiman Marcus (B) strategy with the aim of making Buitoni
concessions; 5) try to make the Author(s): Rangan, V. Kasturi; Bell, the leading brand of authentic Italian
customer commit to a full solution that Marie food worldwide. This case provides
works for both partners; 6) save the Publication Date: 02/11/1999 historical data on Buitoni leading up to its
hardest issues for last; 7) start high, Product Type: Supplement (Field) acquisition in 1988. And it provides a
concede slowly, and know the value of Abstract: Supplements the (A) case. detailed account of Nestle's marketing
every concession; and 8) avoid giving in Must be used with: (599098) Neiman decisions regarding Buitoni thereafter.
to emotional blackmail and always Marcus (A). Specifically, the case provides
refuse to fight. Geographic Setting: Cleveland, OH; information as to how Nestle has
Subjects: Customer relations; Phoenix, AZ constructed the Casa Buitoni Club in the
Negotiations; Sales strategy Industry Setting: Merchandising; Retail United Kingdom. This experiment is
Length: 5p industry likely to have a major impact on the
Subjects: Brands; Consumer marketing; whole of Nestle's marketing strategy
91A022 Distribution channels; Merchandising; because it is an attempt to build a brand
Title: Neilson Crispy Crunch Retailing on the basis of a one-to-one relationship
Author(s): Hulland, John S. Length: 4p with the consumer. The aim is to bypass
Publication Date: 12/20/1991 both the retailer and all forms of mass
Product Type: Case (Field) 580118 communication and talk directly to the
Publisher: Richard Ivey School of Title: Nestle Alimentana S.A. -- Infant customer. The aim is also to make
Business/UWO Formula customers experience warmth and
Abstract: Norm Williams, group product Author(s): Malone, Claudine B.; empathy for the brand and to try to
manager with William Neilson Ltd., must Harrison, Neil encourage brand loyalty by building a
decide in mid-1988 how to reposition the Publication Date: 04/01/1980 sense of belonging and ownership.
company's "Crispy Crunch" chocolate Revision Date: 09/08/1981 Geographic Setting: Europe
bar. He must also decide how to most Product Type: Case (Library) Industry Setting: Food industry
effectively communicate the bar's new Abstract: The new vice president of Company Size: large
positioning through advertising. infant and dietetic products of Nestle Subjects: Brands; Europe; Food;
Geographic Setting: Canada Alimentana S.A. has to make Globalization; International marketing;
Industry Setting: Advertising industry; recommendations on the company's Loyalty; Multinational corporations
Food industry marketing programs for its infant Length: 14p
Company Size: large formulas in developing countries. The
Subjects: Advertising; Advertising U.S. subsidiary is currently the target of 506S04
strategy; Canada; Food; Market a consumer boycott because of the Title: Nestle Italy, Spanish Version
segmentation; Marketing mixes; Product company's current and historical Author(s): Quelch, John A.; Costabile,
positioning marketing programs. Introduces the Michele
Length: 8p question of using Western marketing Publication Date: 12/22/1992
techniques in the Third World, the Product Type: LACC Case
599098 problems of distributor control, and Abstract: Nestle Italy marketing
Title: Neiman Marcus (A) potential product misuse because of executives are considering options for
Author(s): Rangan, V. Kasturi; Bell, consumer poverty and ignorance. increasing the sales and market share of
Marie Provides a summary of the industry's Nescafe instant coffee. Forty years after
Publication Date: 01/26/1998 evolution and a chronology of the being introduced, Nescafe still has a
Revision Date: 09/26/2000 controversy. Recommended: "Family market share of only one percent.
Geographic Setting: Italy Revision Date: 01/30/1997 585013

Industry Setting: Coffee Product Type: Case (Field) Title: Nestle S.A.: International
Gross Revenues: $1 billion revenues Abstract: Nestle Co.'s Refrigerated Marketing (A)
Subjects: NO Foods Division has very successfully Author(s): Quelch, John A.; Hoff,
SUBJECTS(KEYWORDS) launched its Contadina brand pasta and Edward J.
Length: 17p sauces. The new product has achieved Publication Date: 09/24/1984
nearly $100 million in sales in three Revision Date: 09/21/1993
593009 years. The division now considers an Product Type: Case (Field)
Title: Nestle Italy extension into the pizza line. This case Abstract: A senior manager at Nestle's
Author(s): Quelch, John A.; Costabile, provides a detailed look at the use of headquarters is reviewing the role of the
Michele simulated test markets to forecast a new central marketing staff with respect to
Publication Date: 12/22/1992 product's potential. Nestle's operating companies around the
Product Type: Case (Field) Geographic Setting: United States world. Two specific examples of the role
Abstract: Nestle Italy marketing Industry Setting: Food industry of the central staff in guiding the
executives are considering options for Gross Revenues: $150 million advertising and packaging decisions of
increasing the sales and market share of revenues the operating companies are presented.
Nescafe instant coffee. Forty years after Subjects: Brands; Consumer marketing; May be used with: (594011) Nestle
being introduced, Nescafe still has a Food; Market research; New product S.A.: International Marketing (B).
market share of only one percent. marketing Industry Setting: Food industry
Geographic Setting: Italy Length: 36p Company Size: Fortune 500
Industry Setting: Coffee Supplementary Materials: Supplement Gross Revenues: $14 billion sales
Company Size: large (Field), (596068), 4p, by V. Kasturi Subjects: Advertising; Consumer
Gross Revenues: $1 billion revenues Rangan, Marie Bell; Teaching Note, marketing; Food; International
Subjects: Advertising; Consumer (596009), 11p, by V. Kasturi Rangan, marketing; Marketing organization;
marketing; Food; Italy; Product Marie Bell Operations management; Packaging
management; Product positioning; BESTSELLER Length: 29p
Strategy formulation Supplementary Materials: Teaching
Length: 17p 596068 Note, (587017), 13p, by John A. Quelch
Supplementary Materials: Teaching Title: Nestle Refrigerated Foods:
Note, (594085), 11p, by John A. Quelch Contadina Pasta & Pizza (B) 594011
Author(s): Rangan, V. Kasturi; Bell, Title: Nestle S.A.: International
503S11 Marie Marketing (B)
Title: Nestle Refrigerated Foods: Publication Date: 10/13/1995 Author(s): Quelch, John A.
Contadina Pasta & Pizza (A), Spanish Revision Date: 11/30/1995 Publication Date: 08/23/1993
Version Product Type: Supplement (Field) Product Type: Case (Field)
Author(s): Rangan, V. Kasturi; Bell, Abstract: Supplements the (A) case. Abstract: Describes organization
Marie Must be used with: (595035) Nestle changes announced by Nestle's
Publication Date: 10/28/1994 Refrigerated Foods: Contadina Pasta & chariman in 1991 and updates the
Revision Date: 01/30/1997 Pizza (A). description of Nestle's marketing
Product Type: LACC Case Industry Setting: Food industry organization. May be used with:
Abstract: Nestle's Refrigerated Foods Subjects: Brands; Consumer marketing; (585013) Nestle S.A.: International
Division has very successfully launched Food; Market research; New product Marketing (A).
its Contadina brand pasta and sauces. marketing Geographic Setting: Switzerland
The new product has achieved nearly Length: 4p Industry Setting: Food industry
$100 million in sales in three years. The Company Size: Fortune 500
division is now considering an extension 9-506-S19 Number of Employees: 200,000
into the pizza line. This case provides a Title: Nestle S.A.: International Gross Revenues: $30 billion sales
detailed look at the use of simulated test Marketing (A), Spanish Version Subjects: Advertising; Consumer
markets to forecast a new product's Author(s): Quelch, John A.; Hoff, marketing; Food; International
potential. Edward J. marketing; Marketing organization;
Geographic Setting: United States Publication Date: 09/24/1984 Operations management; Packaging
Industry Setting: Food industry Revision Date: 09/21/1993 Length: 5p
Gross Revenues: $150 million Product Type: LACC Case Supplementary Materials: Teaching
revenues Abstract: A senior manager at Nestle's Note, (598101), 3p, by John A. Quelch
Subjects: Brands; Consumer marketing; headquarters is reviewing the role of the
Food; Market research; New product central marketing staff with respect to 596074
marketing Nestle's operating companies around the Title: Nestle and the Twenty-First
Length: 37p world. Two specific examples of the role Century
Supplementary Materials: LACC of the central staff in guiding the Author(s): Goldberg, Ray A.; Ashcroft,
Supplement, (503S64), 4p, by V. Kasturi advertising and packaging decisions of Elizabeth
Rangan, Marie Bell the operating companies are presented. Publication Date: 12/04/1995
Industry Setting: Food industry Revision Date: 03/18/1996
595035 Gross Revenues: $14 billion sales Product Type: Case (Field)
Title: Nestle Refrigerated Foods: Subjects: NO Abstract: A leading food company
Contadina Pasta & Pizza (A) SUBJECTS(KEYWORDS) rethinks its future in the global food
Author(s): Rangan, V. Kasturi; Bell, Length: 32p system by major geographical areas.
Marie Geographic Setting: Global
Publication Date: 10/28/1994 Industry Setting: Food industry
Number of Employees: 200,000 general information about e-commerce now offer a range of opportunities for
Gross Revenues: $45 billion revenues and interactive marketing appropriate to savvy manufacturers. Perhaps most
Subjects: Agribusiness; Food the time frame in which the case takes notable, retailers are working with
Length: 43p place. Netcentives' strength is in manufacturers to bring out store brands
providing its clients with the tools for whose quality matches or even exceeds
509001 encouraging customer retention through that of brand-name goods. These
Title: Nestle in 2008 the ClickRewards network, in which premium labels offer better margins than
Author(s): Bell, David E.; Shelman, online merchants distribute the traditional private labels and can serve
Mary Netcentives branded currency, as a low-risk way for manufacturers to
Publication Date: 11/07/2008 ClickMiles (frequent flier miles) to try new product categories. Like "fighter
Product Type: Case (Field) customers as a reward for desirable brands," private labels can help a
Abstract: In April 2008, Paul Bulcke shopping behavior. The focus of the manufacturer preserve market share in a
took over as CEO of the world's largest second half of the case is on the Gap, a category when it decides to raise the
food and beverage company. His well-known clothing retailer, now price of its brand-name product. Or a
predecessor, Peter Brabeck, had venturing into online sales and manufacturer in the number-two slot
delivered 12 years of outstanding results experienceing a good degree of success might design its private label to imitate--
while moving the company towards a in their initial online ventures. The and take sales from--the market leader
new vision of health, nutrition, and marketing efforts of the company are in a category. The authors say the risks
wellness. Bulcke's challenge was to described, particularly the company's of producing private labels are often
swiftly execute the vision and deliver the famous advertising campaigns of the exaggerated. Retailer switching isn't as
organic growth and improved margins late nineties. Of particular importance to easy as is often believed, particularly for
necessary to meet the "Nestle model." the case is the extent to which the Gap manufacturers who work closely with
Industry Setting: Agribusiness; Food has made use of the Internet as a new retail partners. And manufacturers who
industry sales channel. The two pieces of the set clear priorities can make sure their
Number of Employees: 275,000 case--the Netcentives side and the Gap private-label sales don't distract them
Gross Revenues: $100 Billion side--work together to set a scenario in from promoting the main brand. The
Event Year Start: 2008 which executives at Netcentives must authors warn that different
Event Year End: 2008 decide whether to partner with the Gap, manufacturers will want to go with
Subjects: NO and if so how that partnership should be different private-label strategies. Private
SUBJECTS(KEYWORDS) formed. labels are likely to make most sense
Length: 37p Geographic Setting: San Francisco, CA when entry barriers are low, when
Industry Setting: Internet & online substantial economies of scale exist, or
services industries; E-commerce when the label is a premium line for a
500009
Number of Employees: 223 category with low price sensitivity. For
Title: Net.Genesis, Inc.
Gross Revenues: $10 million revenues manufacturers who seek closer ties with
Author(s): Dolan, Robert J.; Lal, Rajiv;
Subjects: Customer relations; Electronic retailers, private labels may represent a
Fagan, Perry L.
commerce; Internet; Loyalty; Marketing neglected opportunity.
management; Services Industry Setting: Consumer products;
Length: 18p Retail industry
Abstract: Net.Genesis is planning a
Subjects: Brand management; Brands;
strategy for the developing Internet
599102 Consumer goods; Consumer marketing;
market. In particular, it is creating the
Title: Network Technology and the Role Product planning & policy; Product
category of e-business intelligence and
of Intermediaries portfolio management; Product
striving to be the brand leader in it.
Author(s): Moon, Youngme positioning; Retailing
Publication Date: 03/17/1999 Length: 6p
Industry Setting: Software industry
Number of Employees: 70 Revision Date: 01/19/2000
Gross Revenues: $5 million revenues Product Type: Note 501023
Subjects: Brands; Communication; Abstract: Outlines some of the ways Title: The New Beetle
Internet; Marketing management; network technology is changing the role Author(s): Lal, Rajiv; Pal, Nilanjana R.
Product planning & policy of intermediaries in the market. Publication Date: 09/11/2000
Length: 18p Subjects: Distribution channels; Revision Date: 09/27/2005
Supplementary Materials: Teaching Electronic commerce; Internet Product Type: Color Case
Note, (501062), 7p, by Robert J. Dolan Length: 7p Abstract: Volkswagen of America
introduced the New Beetle at the Detroit
99302 auto show in January 1998 to rave
500003
Title: The New Appeal of Private Labels reviews from the automobile press and
Title: Netcentives, Inc.
Author(s): Dunne, David; Narasimhan, industry gurus. Elisabeth Vanzura,
Author(s): Lemon, Katherine N.
Chakravarthi marketing director of Volkswagen
Publication Date: 05/01/1999 American had the challenging task of
Product Type: Harvard Business converting this enthusiasm to sales. Her
Abstract: Netcentives, a company
Review Article first set of decisions related to the target
specializing in customer relationship
Abstract: Private-label products are market selection and positioning of the
management, is considering adding the
anathema to many consumer goods New Beetle. Includes color exhibits.
Gap as a client in their online incentive
manufacturers--cheap imitations that Geographic Setting: Detroit, MI
program, the ClickRewards network. The
undermine margins and weaken product Industry Setting: Automotive industry
first half of the Netcentives case
categories. But the growing power and Gross Revenues: $8.5 billion revenues
discusses Netcentives' business model
sophistication of retailers has changed Subjects: Automobiles; Consumer
and the services that they provide for
that competitive dynamic. Private labels behavior; Market selection; Marketing
customers, and also provides some
strategy; New product marketing and degree of susceptibility. A Review Article

Length: 30p discussion of ten markets for consumer Abstract: Does the ad jingle have a
Supplementary Materials: Teaching and industrial products shows the effect future? HBR senior editor Leigh
Note, (502088), 14p, by Rajiv Lal; Video, of different modes of nondemographic Buchanan points out the appeal of
(503802), 10 min, by Rajiv Lal; Case segmentation and illustrates how simplicity in a complicated age.
Video, DVD, (503800), 10 min, by Rajiv segmentation analysis enlarges the Industry Setting: Advertising industry
Lal scope and depth of a marketer's thinking Subjects: Innovation
BESTSELLER to include the position of both new and Length: 1p
established products. Segmentation Year New: 2005
905A14 analysis provides a significant analysis
Title: New Century Brewing: Moonshot of the immense diversity of the market 86116
Caffeinated Beer and offers an approach for evolving true Title: The New New Product
Author(s): Robertson, Chris; Wesley, marketing objectives. Development Game
David Subjects: Market segmentation; Author(s): Takeuchi, Hirotaka; Nonaka,
Publication Date: 08/18/2005 Marketing management Ikujiro
Product Type: Case (Field) Length: 8p Publication Date: 01/01/1986
Publisher: Richard Ivey School of Product Type: Harvard Business
Business/UWO 86112 Review Article
Abstract: Discusses the introduction of Title: New Gold Mines and Minefields in Abstract: New product development has
a completely new beverage to the U.S. Market Research become fast paced and competitive.
market. New Century Brewing, which is Author(s): Lodish, Leonard M.; Managers need to realize that the
owned by one of the founders of Boston Reibstein, David J. traditional, sequential approach to
Beer Co., is a small brewer that Publication Date: 01/01/1986 developing new products will not work in
outsources production to third-party Product Type: Harvard Business the new arena. Instead, they must adopt
brewers. It has two products, a light craft Review Article a more flexible, holistic product
beer sold in upscale shops and Abstract: In consumer packaged-goods development strategy where a
restaurants, and a caffeinated beer, industries two advances in data development team works as a unit to
which is oriented toward younger collection have been especially reach a common goal.
drinkers mainly between 21 and 25 important to marketing research: split- Subjects: Marketing management;
years of age. Moonshot, created by the cable technology, - television that allows Product development; Teams
legendary masterbrewer, known as the different advertisements to appear on Length: 10p
"father of light beer," became the first the same TV program within the same
caffeinated beer in the world. The broadcast area, and uniform-product- 505S07
company follows a differentiation code scanners - devices that read and Title: New Product Commercialization:
strategy that attempts to appeal to a register the prices of items as they are Common Mistakes, Spanish Version
small niche of customers traditionally checked out in stores. The real potential Author(s): Rangan, V. Kasturi; Bartus,
ignored by large brewers. Shortly after of the new technology lies in improving Kevin
the introduction of each of its products, marketing decisions, but without the help Publication Date: 06/01/1994
large competitors introduced similar of an internal support organization of Revision Date: 03/06/1995
products. Nevertheless, Moonshot has a marketing science professionals, it will Product Type: LACC Note
first-to-market advantage that could be difficult for companies to realize the Abstract: Addresses the common
potentially be leveraged. full potential of the data. mistakes made in new product
Geographic Setting: United States Subjects: Data processing; Market development and launch. Many times
Industry Setting: Beer research; Marketing management; customers' and suppliers' perceptions of
Event Year Start: 2005 Marketing strategy; Technology the degree of product/market innovation
Event Year End: 2005 Length: 9p do not match. One of them may view the
Subjects: NO innovations as a "breakthrough," but the
SUBJECTS(KEYWORDS) F0610C other may view it only as an incremental
Length: 11p Title: The New Indian Consumer improvement of an existing solution.
Supplementary Materials: Teaching Author(s): Gopal, Ashok; Srinivasan, Such a mismatch will inevitably lead to
Note, (805A14), 7p, by Chris Robertson, Rajesh faculty commercialization. But even if the
David Wesley Publication Date: 10/01/2006 match is perfect, this note argues that
Year New: 2006 Product Type: Harvard Business breakthroughs and incremental new
Review Article products require quite different new
64213 Abstract: According to the Gallup product development processes to
Title: New Criteria for Market Organization, consumerism is becoming enable commercial success.
Segmentation a way of life in India. Subjects: Industrial markets; Product
Author(s): Yankelovich, Daniel Geographic Setting: India introduction
Publication Date: 03/01/1964 Subjects: NO Length: 13p
Product Type: Harvard Business SUBJECTS(KEYWORDS)
Review Article Length: 2p 594127
Abstract: While demographic Year New: 2006 Title: New Product Commercialization:
segmentation is a traditional way of Common Mistakes
analyzing markets, it is only one of many F0506C Author(s): Rangan, V. Kasturi; Bartus,
analytic methods. Segmentation analysis Title: New Laws of the Jingle Kevin
allows marketing executives to consider Author(s): Buchanan, Leigh Publication Date: 06/01/1994
buyer attitudes, motivations, values, Publication Date: 06/01/2005 Revision Date: 03/06/1995
patterns of usage, aesthetic preferences, Product Type: Harvard Business Product Type: Note
Abstract: Addresses the common ways. And they are increasing service, and how could they forecast
mistakes made in new product productivity by helping the reps they technological adoption rates in the
development and launch. Many times already have make the most of their market? What was the role of the
customers' and suppliers' perceptions of skills and resources. Leaders who take a government in regulating the new
the degree of product/market innovation scientific approach to sales force business environment? And what issues
do not match. One of them may view the effectiveness have learned to use four were associated with such large and
innovations as a "breakthrough," but the levers to boost their reps' productivity in long-term capital investments?
other may view it only as an incremental a predictable and manageable way. Geographic Setting: Hong Kong
improvement of an existing solution. First, they systematically target their Industry Setting: Telecommunications
Such a mismatch will inevitably lead to firms' offerings, matching the right industry; Video industry
faculty commercialization. But even if the products with the right customers. Subjects: Asia; Business government
match is perfect, this note argues that Second, they optimize the automation, relations; Capital investments;
breakthroughs and incremental new tools, and procedures at their disposal, Forecasting; Market entry; Marketing
products require quite different new providing reps with the support they strategy; Telecommunications
product development processes to need to boost sales. Third, they analyze Length: 19p
enable commercial success. and manage their reps' performance, Supplementary Materials: Teaching
Subjects: Industrial markets; Product measuring both internal processes and Note, (HKU012), 4p, by Peter Lovelock
introduction results to determine their teams'
Length: 13p strengths and weaknesses. Fourth, they 75404
pay close attention to sales force Title: New Way to Measure Consumers'
109AU deployment--how well sales, support, Judgments
Title: The New Rules of Marketing, marketing, and delivery resources are Author(s): Green, Paul E.; Wind, Yoram
Audio matched to customers. These four levers (Jerry)
Author(s): Pine, B. Joseph, II; Peppers, can help sales leaders increase Publication Date: 07/01/1975
Don; Rogers, Martha; McKenna, Regis productivity across the board, the Product Type: Harvard Business
Publication Date: 08/12/1998 authors say, though they have the Review Article
Product Type: HBR Audio greatest impact on lower ranked Abstract: A research technique, called
Abstract: Absorb essential business performers. The overall effect of conjoint measurement, evaluates
insights quickly with these Harvard increasing the average sales per consumers' judgments to determine the
Business Review articles on audio tape. employee can be exponential; it means nature of a product and the available
In Do You Want to Keep Your a company won't have to rely on just a market. This technique is especially
Customers Forever?, B.J. Pine, II, Don few talented individuals to stay useful when choosing between
Peppers, and Martha Rogers reveal how competitive. This is especially important multiattribute products. Studies of
technology can help you meet your because finding and keeping star various complex product choices
customers' needs over time. Real-Time salespeople is more difficult than ever. illustrate how conjoint measurement
Marketing (Regis McKenna), explores What's more, managers who optimize indicates customer preference and the
how emerging technologies create the sales forces they already have can number of prospective orders. Conjoint
valuable links with customers, suppliers, see returns they never thought possible. measurement also shows consumers'
and distributors. Geographic Setting: Koreas evaluations of new product formulations;
Subjects: Customer retention; Industry Setting: Banking industry; effective packaging, brand name, and
Electronic commerce; Information age; Financial services; Rentals promotional copy combinations; pricing
Information economy; Marketing Subjects: NO and brand alternatives; verbalized
management; Marketing strategy; New SUBJECTS(KEYWORDS) descriptions of new products and
economy Length: 10p services; and alternative service
Length: 71 min Year New: 2006 designs.
List Price: $11.95 Subjects: Market research; Product
HKU011 positioning
R0609H Title: New Technologies, New Markets: Length: 10p
Title: The New Science of Sales Force The Launch of Hongkong Telecom's
Productivity Video-on-Demand IES083
Author(s): Ledingham, Dianne; Kovac, Author(s): Lovelock, Peter Title: New Ways to Answer Old
Mark; Simon, Heidi Locke Publication Date: 01/01/1998 Questions: Conjoint Analysis Takes the
Publication Date: 09/01/2006 Product Type: Case (Field) Guesswork Out of Pharmaceutical
Product Type: Harvard Business Publisher: University of Hong Kong Marketing Decisions
Review Article Abstract: In March 1998, Hongkong Author(s): Joachimsthaler, Erich;
Abstract: For years, sales managers at Telecom's Interactive Multimedia Green, Paul
many companies have relied on top Services (IMS) unit launched the world's Publication Date: 09/01/1993
performers and sheer numbers of sales first commercial Video-on-Demand Product Type: Note
reps to stay competitive. But while they (VOD) system. Worldwide interest Publisher: IESE Business School
may have squeaked by on this wing- resulted from the implementation of the Abstract: Based on research in the
and-a-prayer technique, their sales world's first commercial VOD system--an pharmaceutical sector, the authors
teams haven't thrived the way they once expensive high-technology service for introduce second-generation
did. Today's most successful sales which consumer demand had yet to be developments and refinements of the
leaders are taking a more scientific proven--and from the launching of the popular marketing research technique of
approach. Savvy managers are first generation of interactive television conjoint analysis.
reshaping their tactics in response to (iTV) systems. In taking the new Industry Setting: Pharmaceutical
changing markets. They are reaching technology to market, how was IMS to industry
out to new customers in innovative go about generating demand for the Subjects: Market research; Marketing
management; Models; Pharmaceuticals case. Must be used with: (590036) New mass marketing is an account of how the
Length: 9p York Against AIDS (A): The Saatchi & United States became the world's first
Saatchi Compton Advertising Campaign. and foremost consumer society.
81410 Subjects: Advertising campaigns; Considering the roles of demographic
Title: New Ways to Reach Your Advertising media; Health; Social change, advances in transportation and
Customers enterprise communication, and corporate culture,
Author(s): Shapiro, Benson P.; Wyman, Length: 4p Tedlow illustrates the dynamics of
John Supplementary Materials: Teaching competition by recounting the epic
Publication Date: 07/01/1981 Note, (591095), 13p, by V. Kasturi confrontations between Coke and Pepsi,
Product Type: Harvard Business Rangan, Sohel Karim; Case Video, Ford and GM, A&P and its rivals, and
Review Article (891504), 8 min, by Saatchi & Saatchi Sears and Montgomery Ward.
Abstract: Cost pressures and the need Industry Setting: Advertising industry;
for increased flexibility in marketing 891504 Merchandising; Retail industry
programs give rise to new Title: New York City Against AIDS, Subjects: Advertising; Business history;
communications approaches that include Video Consumer marketing; Marketing
national account management, Author(s): Saatchi & Saatchi strategy; Retailing
demonstration centers, telemarketing, Publication Date: 09/28/1990 Length: 528p
and improved forms of catalog selling. Product Type: Case Video List Price: $17.95
The four major steps for developing an Abstract: Contains the commercials
effective program include careful (advertisements) to counter AIDS in New 897133
analysis of communications costs, York City. Must be used with: (590036) Title: New and Improved: Product
precise specification of communications New York Against AIDS (A): The Reformulation at General Mills
needs, formulation of a creative and Saatchi & Saatchi Compton Advertising Author(s): Schleifer, Arthur, Jr.; Dininio,
coherent program, and meticulous Campaign; (590037) New York Against Phyllis; Boreth, Craig
monitoring of the total system. AIDS (B): Backlash to the Advertising Publication Date: 04/08/1997
Subjects: Communication strategy; Campaign. Product Type: Case (Field)
Marketing management; Marketing Subjects: Advertising campaigns; Abstract: General Mills' Gold Medal
strategy Advertising media; Health; Social yellow cake failed to meet competitive
Length: 8p enterprise taste-test standards. As a result, various
Length: 8 min attempts were made to reformulate the
590036 List Price: $150.00 product, ultimately resulting in a
Title: New York Against AIDS (A): The response-surface design and analysis.
Saatchi & Saatchi Compton Advertising 591051 The reformulation that resulted from this
Campaign Title: New York Life Insurance Co.: experiment resulted in an improved
Author(s): Rangan, V. Kasturi; Karim, Pension Department product that surpassed General Mills
Sohel Author(s): Dolan, Robert J. taste-test standards. Teaching Purpose:
Publication Date: 03/09/1990 Publication Date: 03/11/1991 Shows how experimental design can be
Revision Date: 03/20/1992 Revision Date: 05/01/1991 used to guide the product improvement
Product Type: Case (Field) Product Type: Case (Field) process.
Abstract: Describes the background Abstract: Analyzes competition in the Geographic Setting: Minneapolis, MN
leading to the development of an pension fund industry. In particular, New Industry Setting: Food services
advertising campaign to help prevention York Life must decide whether to Gross Revenues: $150 million
of AIDS in New York City. The three compete head-to-head with mutual fund revenues
television networks, however, for various giants by offering record-keeping Subjects: Food; Market research;
reasons reject the campaign, to the services or to just continue to focus on Product development; Product
dismay of Saatchi & Saatchi executives. selling investment products. Presents management
Geographic Setting: New York, NY the results of market research studies Length: 8p
Industry Setting: Health care industry conducted to answer the question.
Subjects: Advertising campaigns; Geographic Setting: United States U0007B
Advertising media; Health; Social Industry Setting: Financial services Title: New-Economy Brand
enterprise Subjects: Financial services; Market Management
Length: 21p research; Pension funds; Product Publication Date: 07/01/2000
Supplementary Materials: Supplement introduction; Product lines; Sales Product Type: Harvard Management
(Field), (590037), 4p, by V. Kasturi management; Services Update Article
Rangan, Sohel Karim; Teaching Note, Length: 21p Abstract: Will the Web bring about the
(591095), 13p, by V. Kasturi Rangan, Supplementary Materials: Teaching end of brand management?
Sohel Karim; Case Video, (891504), 8 Note, (592082), 11p, by Robert J. Dolan Prognosticators don't agree. But for the
min, by Saatchi & Saatchi time being, the Web is a force that
6726 cannot be ignored. It affects brands just
590037 Title: New and Improved: The Story of as it affects so much else in business
Title: New York Against AIDS (B): Mass Marketing in America (Paperback) today. Depending on how you react to
Backlash to the Advertising Campaign Author(s): Tedlow, Richard S. the threats and opportunities that it
Author(s): Rangan, V. Kasturi; Karim, Publication Date: 01/26/1996 poses, the Web could either strengthen
Sohel Product Type: HBS Press Book or undermine your company's brands.
Publication Date: 03/09/1990 Abstract: Featuring a new introduction Includes the sidebar, "Four (More) Ways
Revision Date: 03/19/1992 by the author that considers the impact to Use the Web to Build a Brand."
Product Type: Supplement (Field) of technology and the electronic Subjects: Brand management;
Abstract: Provides a follow-up to the (A) environment, this seminal history of Customer relations; Internet; New
economy instruction to "sell shoes." This case 598119

Length: 2p study details the strategy of Nike in Title: Nike, Inc. in the 1990s (C)
List Price: $4.50 Europe as it evolved throughout the Author(s): Quelch, John A.
1980s. Also describes the significant Publication Date: 03/11/1998
576035 changes Nike made in the early part of Revision Date: 03/03/1999
Title: Newport Instrument Division the 1990s to consolidate its European Product Type: Case (Library)
Author(s): Shapiro, Benson P.; Bullard strategy as part of the larger objective of Abstract: In 1998, Nike's earnings and
E transforming Nike from an American sales growth slowed. Management faced
Publication Date: 08/01/1975 multinational company into a global new competition from Adidas. This case
Revision Date: 11/01/1975 company. asks students to review the various
Product Type: Case (Field) Geographic Setting: Europe strategies (including diversification into
Abstract: A rapidly growing Industry Setting: Athletic & outdoor sports equipment) pursued by Nike to
manufacturer of medical instruments is apparel industry; Footwear industry resuscitate corporate growth. May be
reassessing its distribution strategy. The Company Size: large used with: (595103) Nike, Inc. in the
key issue is, should independent Subjects: Brands; EC single market; 1990s (B): Strategy and Management
distributors be retained or should a Europe; Footwear; Globalization; Market Changes--1993-94; (595102) Nike, Inc.
company sales force be used? research; Marketing management in the 1990s (A): New Directions.
Geographic Setting: United States Length: 13p Geographic Setting: United States
Industry Setting: Medical equipment & Supplementary Materials: Teaching Industry Setting: Athletic & outdoor
device industry Note, (IES039), 7p, by Erich apparel industry; Footwear industry
Company Size: small Joachimsthaler Number of Employees: 3,000
Gross Revenues: $12 million sales Gross Revenues: $9 billion revenues
Subjects: Distribution planning; Medical 595102 Subjects: Brands; Footwear;
supplies; Sales management Title: Nike, Inc. in the 1990s (A): New International marketing; New product
Length: 17p Directions marketing
Supplementary Materials: Teaching Author(s): Dolan, Robert J. Length: 8p
Note, (583110), 9p, by E. Raymond Publication Date: 03/15/1995
Corey, Benson P. Shapiro Revision Date: 04/25/1995 594120
Product Type: Case (Library) Title: Nintendo and Its Three Video-
U0311F Abstract: Describes the transition of game Systems: The Technology and
Title: The Next Ideas: Winning the Nike from 1990 to 1993 as it sees major the Business of Fun
Swing Vote growth opportunities in foreign markets. Author(s): Dhebar, Anirudh
Author(s): Gary, Loren May be used with: (595103) Nike, Inc. Publication Date: 04/25/1994
Publication Date: 11/01/2003 in the 1990s (B): Strategy and Revision Date: 07/01/1994
Product Type: Harvard Management Management Changes--1993-94; Product Type: Case (Library)
Update Article (598119) Nike, Inc. in the 1990s (C). Abstract: Chronicles Nintendo's
Abstract: Marketers can't hit their Geographic Setting: Global evolution into the leading global video-
revenue targets by relying only on the Industry Setting: Footwear industry game system developer and marketer
brand loyalists who always buy their Gross Revenues: $4 billion revenues and describes the company's three
products. To succeed, marketers must Subjects: Brands; Footwear; video-game-systems generations:
also win over a portion of the undecided International marketing; New product Nintendo Entertainment System (NES),
consumers who have little, if any, affinity marketing Game Boy, and Super NES. The three
for their products. The answer may be Length: 8p systems are incompatible with each
found in the realm of political campaigns, other--the game cartridges of one
where strategists have learned valuable 595103 system cannot be played on the other
lessons in trying to win over swing Title: Nike, Inc. in the 1990s (B): two systems--and in that sense
voters. Strategy and Management Changes-- represent a break with the past. The
Subjects: Management philosophy; 1993-94 student's task is to understand the
Marketing strategy; Politics; Strategic Author(s): Dolan, Robert J. possible reasons for the inter-system
market planning Publication Date: 03/15/1995 incompatibility. Is it, as some have
Length: 1p Revision Date: 04/25/1995 alleged, due to Nintendo's near-
List Price: $4.50 Product Type: Case (Library) monopoly position? Is it because of
NEW Abstract: Describes Nike's performance technology? Is it because of differences
to 1994 and describes challenges facing in product use? Or can it be attributed to
the new president and COO, Thomas changes in product users?
IES038
Clarke. May be used with: (595102) Geographic Setting: Japan; United
Title: Nike Europe
Nike, Inc. in the 1990s (A): New States
Author(s): Joachimsthaler, Erich;
Directions; (598119) Nike, Inc. in the Industry Setting: Videogame
Tugend, Ronit
1990s (C). Company Size: large
Geographic Setting: Global Gross Revenues: $4 billion revenues
Industry Setting: Footwear industry Subjects: Electronics; Product lines;
Gross Revenues: $4 billion revenues Technological change; Toy industry
Subjects: Brands; Footwear; Length: 20p
Abstract: Describes how Nike fared in
Europe, from its initial market entry to International marketing; New product
the company's efforts of global marketing 901A13
rationalization. In February 1981, Phil Length: 5p Title: Nintendo: The Launch of Game
Knight sent one of his top lieutenants, Boy Color
Rob Strasser, to Europe with the brief Author(s): Fisher, Robert J.; Ryans,
Adrian B. successful nonprofit organizations Abstract: North Face is a privately

Publication Date: 10/29/2001 believe their marketing techniques are owned company that designs,
Revision Date: 02/04/2008 highly innovative, many actually employ manufactures, and sells high-quality
Product Type: Case (Field) outmoded, product-oriented approaches. equipment and clothing. North Face
Publisher: Richard Ivey School of Customer-oriented messages broaden operates five retail stores and two
Business/UWO clients' appreciation of products or factory outlets in the San Francisco Bay
Abstract: Nintendo Co. Ltd. is a services. To evaluate their orientation, Area and Seattle. Also, it employs
worldwide leader in the retail video game nonprofit managers can score fourteen independent sales
industry. In 1998, the color version of themselves on key indicators regarding: representatives who cover ten sales
Nintendo Game Boy would be launched the desirability of products and services, territories in the United States. Their
simultaneously in North America and customer motivation, the possibility of dealers consist of 700 specialty shops in
Europe and would be one of Nintendo's overemphasis on promotion, the the United States, and they also have
most important launches. The president importance of consumer advertising dealers in 20 foreign countries. Their
of Nintendo, Canada must develop a research, and opportunities for marketing strategy has targeted the high
marketing plan that would generate the marketing strategy experimentation. end of the market. However, growth over
most profit. Subjects: Customer relations; Market the last few years was only 5%. They are
Geographic Setting: Canada research; Marketing strategy; Nonprofit thinking of different ways to increase
Industry Setting: Electronic test & organizations their growth rate. One idea is to start a
measurement Length: 6p new product line of skiwear. Another
Company Size: large option is to sell to the lower end of the
Subjects: Canada; Marketing 582100 market.
management; Marketing mixes; Title: North American Philips Lighting Geographic Setting: San Francisco,
Marketing planning; Marketing strategy; Corp.: Project Shopping Cart CA; Seattle, WA
New product marketing Author(s): Bonoma, Thomas V.; Industry Setting: Recreation
Length: 16p Carlson, Karen A. Subjects: Clothing; Distribution
Supplementary Materials: Teaching Publication Date: 02/04/1982 channels; Marketing strategy;
Note, (801A13), 12p, by Robert J. Revision Date: 11/01/1982 Recreational equipment
Fisher, Adrian B. Ryans Product Type: Case (Field) Length: 37p
NEW Abstract: Mr. John Hayes, marketing
director at North American Philips 95A002
590018 Lighting Corp. (NAPLC), must decide his Title: North Pittsburgh Telephone Co.
Title: Nissan Motor Co. Ltd.: Marketing next steps after the failure of Project Author(s): Pearce, Michael R.
Strategy for the European Market Shopping Cart, a program to introduce Publication Date: 02/08/1995
Author(s): Quelch, John A.; Ikeo, Norelco brand light bulbs to grocery Revision Date: 10/06/2000
Kyoichi stores, via novel product packaging, Product Type: Case (Field)
Publication Date: 08/25/1989 displays, and an extensive trade Publisher: Richard Ivey School of
Revision Date: 11/18/1994 relations program. The grocery channel Business/UWO
Product Type: Case (Field) traditionally supported only Abstract: In late fall 1992, Mr. Greg
Abstract: Nissan executives are Westinghouse and General Electric Sloan, marketing supervisor of the North
reviewing their European marketing bulbs in addition to private label goods, Pittsburgh Telephone Co. (NPT), was
strategy in light of the 1992 European which were produced in high volume by wondering what position to take at the
Community (EC) market integration NAPLC. Norelco failed to penetrate the next management committee meeting
program and the likely end of bilateral channel except in testing situations. regarding the possible introduction of
import quotas on Japanese cars by NAPLC remains committed to the retail usage sensitive pricing for NPT's new
some EC countries. Having recently distribution strategy, however, and feels CLASS service. Greg was responsible
established a manufacturing plant in the it must penetrate the branded retail for marketing all NPT's network services.
United Kingdom, Nissan has to decide segment or eventually be driven from the NPT was introducing CLASS services
how to allocate marketing and business entirely. January 1, 1993 on a subscription
production resources among the Geographic Setting: New Jersey pricing basis, but there was some
different models in its line. Industry Setting: Lighting & lamp management support for offering usage
Geographic Setting: Europe Gross Revenues: $30.1 million sales sensitive pricing for CLASS features as
Industry Setting: Automotive industry Subjects: Appliances; Distribution; well. The next meeting would be critical
Company Size: large Distribution planning; Implementation; in determining whether to offer usage
Subjects: Automobiles; Europe; Marketing strategy; Merchandising; New sensitive pricing and if so, how.
International marketing; Marketing product marketing; Packaging Geographic Setting: United States
strategy; Product management Length: 20p Industry Setting: Communications
Length: 23p Supplementary Materials: Teaching industry
Supplementary Materials: Teaching Note, (583138), 17p, by Thomas V. Subjects: Communications industry;
Note, (591082), 12p, by John A. Quelch Bonoma, Karen A. Carlson Marketing management; Pricing strategy
Length: 9p
82302 M193 Supplementary Materials: Teaching
Title: Nonprofits: Check Your Attention Title: North Face: Channel Issues Note, (895A02), 9p, by Michael R.
to Customers Author(s): Davis, Robert T.; Bestor, Pearce
Author(s): Andreasen, Alan R. Jennifer
Publication Date: 05/01/1982 Publication Date: 01/01/1983 594065
Product Type: Harvard Business Revision Date: 04/01/1991 Title: Northern Foods
Review Article Product Type: Case (Field) Author(s): Goldberg, Ray A.; Daniels,
Abstract: Although directors of Publisher: Stanford University Donald
Publication Date: 12/17/1993 rate. Should the investment proposal be Gross Revenues: $8.8 billion revenues
Revision Date: 10/04/1994 accepted? May be used with: (593104) Subjects: Canada; Industrial markets;
Product Type: Case (Field) Northern Telecom (B): The Norstar Market research; Product introduction;
Abstract: Northern Foods, the largest Launch. Telecommunications
private label food manufacturer in the Geographic Setting: Canada Length: 2p
United Kingdom, started out as a dairy Industry Setting: Telecommunications
operation and became a major fresh industry 593104
food, private label company supplying Company Size: large Title: Northern Telecom (B): The
Marks and Spencer with fresher private Gross Revenues: $3.4 billion revenues Norstar Launch
label products and working privately with Subjects: Canada; Market research; Author(s): Dolan, Robert J.
them on product development. Teaching Product introduction; Publication Date: 04/12/1993
Purpose: To understand how retailers Telecommunications Revision Date: 06/30/1993
and private label manufacturers will be Length: 13p Product Type: Case (Field)
working together for their mutual benefit. Abstract: Northern Telecom has spent
Geographic Setting: United Kingdom 594051 $50 million to develop a new family of
Industry Setting: Food industry; Retail Title: Northern Telecom (A): Greenwich telephone systems for small businesses.
industry Investment Proposal (Condensed) The investment proposal was justified on
Gross Revenues: $3 billion revenues Author(s): Dolan, Robert J. the basis of appreciable market share
Subjects: Supermarkets; United Publication Date: 10/18/1993 impact. Now, the project team must
Kingdom Revision Date: 09/15/1994 develop the appropriate supporting
Length: 34p Product Type: Case (Field) marketing program for the launch of the
Abstract: The business products product in two markets--the United
596063 division has developed a business States and Canada. May be used with:
Title: Northern Telecom (A): AdVantage proposal asking for $50 million to fund (593103) Northern Telecom (A):
& DisadVantage the creation of a new telephone system Greenwich Investment Proposal;
Author(s): Dolan, Robert J.; for the small business market. The (594051) Northern Telecom (A):
Ryckebusch, Sylvie company's last entry into this Greenwich Investment Proposal
Publication Date: 11/02/1995 marketplace lost $70 million. The new (Condensed).
Revision Date: 06/02/1997 product would face 100 competitors in a Geographic Setting: Canada
Product Type: Case (Field) market believed to be at zero growth Industry Setting: Telecommunications
Abstract: Mike Ennis, general manager rate. Should the investment proposal be industry
of Northern Telecom's Business accepted? May be used with: (593104) Company Size: large
Products Division, recommends a new Northern Telecom (B): The Norstar Gross Revenues: $3.4 billion revenues
solution for replacing Vantage, an Launch. Subjects: Canada; Market research;
unsuccessful product for Northern Geographic Setting: Canada Product introduction;
Telecom. The case documents in detail Industry Setting: Telecommunications Telecommunications
the voice of the customer. Students are industry Length: 27p
required to discuss the merits of Ennis's Company Size: large Supplementary Materials: Teaching
proposal. May be used with: (596065) Gross Revenues: $3.4 billion revenues Note, (595078), 7p, by V. Kasturi
Northern Telecom (C): Norstar Is Born. Subjects: Canada; Market research; Rangan
Geographic Setting: North America Product introduction;
Industry Setting: Telecommunications Telecommunications 596065
industry Length: 8p Title: Northern Telecom (C): Norstar Is
Company Size: large Supplementary Materials: Teaching Born
Number of Employees: 57,000 Note, (595078), 7p, by V. Kasturi Author(s): Dolan, Robert J.;
Gross Revenues: $8.8 billion revenues Rangan Ryckebusch, Sylvie
Subjects: Canada; Industrial markets; Publication Date: 11/09/1995
Market research; Product development; 596064 Revision Date: 06/02/1997
Product introduction; Title: Northern Telecom (B) Product Type: Case (Field)
Telecommunications Author(s): Dolan, Robert J.; Abstract: Documents the successful
Length: 12p Ryckebusch, Sylvie launch of Northern Telecom's Norstar
Publication Date: 02/26/1996 Key Systems product line. A rewritten
593103 Revision Date: 06/02/1997 version of an earlier case. May be used
Title: Northern Telecom (A): Greenwich Product Type: Case (Field) with: (596063) Northern Telecom (A):
Investment Proposal Abstract: Documents two problems in AdVantage & DisadVantage.
Author(s): Dolan, Robert J. the product development process of Geographic Setting: North America
Publication Date: 04/12/1993 Northern Telecom's new Greenwich key Industry Setting: Telecommunications
Revision Date: 04/20/1993 systems product line. These problems industry
Product Type: Case (Field) are due to the conflicting goals of the Company Size: large
Abstract: The business products marketing, design, and manufacturing Gross Revenues: $8.8 billion revenues
division has developed a business groups in the product development Subjects: Canada; Market research;
proposal asking for $50 million to fund team. A rewritten version of an earlier Product introduction;
the creation of a new telephone system case. Telecommunications
for the small business market. The Geographic Setting: North America Length: 12p
company's last entry into this Industry Setting: Telecommunications
marketplace lost $70 million. The new industry 573046
product would face 100 competitors in a Company Size: Fortune 500 Title: Northwestern Mutual Life
market believed to be at zero growth Number of Employees: 57,000 Insurance Co. (A)
Author(s): Greyser, Stephen A.; Reece A. Product Type: Case (Field)

BB Publication Date: 12/01/2007 Abstract: In 1974 Norton entered into
Publication Date: 02/20/1973 Product Type: Harvard Business negotiations with Metalexport, a Polish
Revision Date: 06/26/1973 Review Article state trading organization, to design and
Product Type: Case (Field) Abstract: Ed Zore is the CEO of build a bonded abrasives (grinding
Abstract: Company undertakes a Northwestern Mutual, a highly admired wheels) plant in Poland. The case
complete evaluation of advertising 150-year-old insurer. Relevance, not describes Norton's policies in marketing
efforts, including objectives, target innovation, matters most to customers, its technology and the issues it faced in
audience, message, media, and level of he says, and should matter most to this instance.
spending. companies as well. Geographic Setting: United States;
Geographic Setting: Milwaukee, WI Subjects: NO Poland
Industry Setting: Insurance industry SUBJECTS(KEYWORDS) Industry Setting: Abrasives industry
Company Size: large Length: 4p Gross Revenues: $500 million
Subjects: Advertising; Advertising Year New: 2007 revenues
campaigns; Advertising media; Subjects: Eastern Europe; Industrial
Insurance; Performance measurement 570001 markets; Marketing strategy;
Length: 24p Title: Norton Co. (A) Multinational corporations; Technology
Author(s): Corey, E. Raymond; Length: 19p
574021 Matthews, William E.
Title: Northwestern Mutual Life Publication Date: 04/01/1970 585140
Insurance Co. (B) Revision Date: 12/31/1983 Title: Norton Co.: The Carbo
Author(s): Greyser, Stephen A.; Reece Product Type: Case (Field) Conversion Campaign (A)
BB Abstract: Introduces the "Norton Plan" Author(s): Corey, E. Raymond; Carrey
Publication Date: 08/21/1973 designed to halt Norton's declining share B
Product Type: Case (Field) of the grinding wheel market. May be Publication Date: 02/13/1985
Abstract: Company uses group used with: (570002) Norton Co. (B). Revision Date: 05/31/1989
interview results to assist in creative Geographic Setting: United States Product Type: Case (Field)
theme development. Creative work is Industry Setting: Abrasives industry Abstract: Faced with a dramatic
aimed at producing a major new Gross Revenues: $251 million sales competitive development, the sudden
campaign. In addition, company must Event Year Start: 1965 exit of a major abrasives supplier,
also evaluate an unusual media buying Event Year End: 1965 Norton's management needs to
opportunity. It is necessary to have read Subjects: Distribution channels; determine its response to an expected
Northwestern Mutual Life Insurance Co. Industrial goods; Industrial markets; opportunity to increase market share.
(A). Market segmentation; Market share The management's perceived options
Geographic Setting: Wisconsin Length: 22p are: 1) go after the majority of
Industry Setting: Insurance industry Supplementary Materials: Teaching Carborundum's distributors, 2) be
Company Size: large Note, (583111), 11p, by E. Raymond selective in adding new distributors, 3)
Subjects: Advertising; Advertising Corey attempt to take over Carborundum
campaigns; Advertising media; customers through its (Norton's) own
Insurance; Performance measurement 570002 very good distribution system. Having
Length: 38p Title: Norton Co. (B) made this strategic choice, Norton
Author(s): Corey, E. Raymond; managers then face the task of
575114 Matthews, William E. developing an implementation program.
Title: Northwestern Mutual Life Publication Date: 05/01/1970 May be used with Norton Co.: The
Insurance Co. (C) Revision Date: 06/29/1989 Carbo Conversion Campaign (B).
Author(s): Greyser, Stephen A. Product Type: Case (Field) Geographic Setting: Worcester, MA
Publication Date: 05/01/1975 Abstract: Describes the introduction of Industry Setting: Abrasives industry;
Revision Date: 06/01/1975 the Norton Plan, competitive reactions to Manufacturing industries
Product Type: Case (Field) the plan, and changes made in the plan Company Size: Fortune 500
Abstract: A large but relatively unknown up to 1969. May be used with: (570001) Subjects: Distribution channels;
insurance company is launching a new Norton Co. (A). Distribution planning; Industrial markets;
and very expensive advertising Geographic Setting: United States Marketing implementation; Marketing
campaign. They need a research plan to Industry Setting: Abrasives industry management
determine whether the new campaign Gross Revenues: $324 million sales Length: 17p
meets the criteria of maximum Event Year End: 1969 Supplementary Materials: Teaching
effectiveness. Subjects: Competition; Industrial goods; Note, (589074), 7p, by E. Raymond
Geographic Setting: Milwaukee, WI Market segmentation; Market share; Corey
Industry Setting: Insurance industry Purchasing
Company Size: large Length: 12p 585141
Subjects: Advertising; Advertising Supplementary Materials: Teaching Title: Norton Co.: The Carbo
campaigns; Advertising media; Note, (583111), 11p, by E. Raymond Conversion Campaign (B)
Insurance; Market research Corey Author(s): Corey, E. Raymond; Carrey
Length: 6p B
581046 Publication Date: 02/13/1985
F0712H Title: Norton Co.: Polish Contract Revision Date: 10/03/1989
Title: Northwestern Mutual's Ed Zore on Author(s): Corey, E. Raymond; Capon, Product Type: Case (Field)
Staying Relevant to Customers Noel Abstract: Describes Norton's strategic
Author(s): Zore, Ed; Stewart, Thomas Publication Date: 11/05/1980 moves, its implementation program, and
the outcomes. May be used with Norton Geographic Setting: United Kingdom Length: 6p
Co.: The Carbo Conversion Campaign Industry Setting: Motorcycle
(A). Subjects: Industrial markets; Market 599114
Geographic Setting: Worcester, MA selection; Marketing implementation; Title: Note on Behavioral Pricing
Industry Setting: Abrasives industry; Motorcycles; Product planning & policy; Author(s): Gourville, John T.
Manufacturing industries Resource allocation; United Kingdom Publication Date: 05/25/1999
Company Size: Fortune 500 Length: 5p Product Type: Note
Subjects: Distribution channels; Supplementary Materials: Teaching Abstract: The note introduces the
Distribution planning; Industrial markets; Note, (591093), 11p, by V. Kasturi behavioral or psychological aspects of
Marketing implementation; Marketing Rangan consumer price acceptance. Begins by
management reviewing the traditional economic
Length: 23p 579037 approach to product pricing and
Supplementary Materials: Teaching Title: Norton Villiers Triumph Ltd. consumer price acceptance--namely,
Note, (589074), 7p, by E. Raymond Author(s): Buzzell, Robert D.; that consumers should be willing to
Corey Purkayastha, Dev purchase anytime a product's perceived
Publication Date: 09/18/1978 value exceeds price. This purely
589013 Product Type: Case (Library) economic approach questioned, and the
Title: Norton Group PLC: To Be or Not Abstract: Summarizes strategy concept of transaction "fairness" is
to Be in the Motorcycle Business (A) alternatives confronting the United introduced as an additional component
Author(s): Rangan, V. Kasturi; Skofic, Kingdom motorcycle industry in 1975 as of consumer price acceptance. Through
Jon diagnosed in a study by the Boston paired vignettes, the behavioral side to
Publication Date: 08/15/1988 Consulting Group. Evaluation of these product pricing is explored in some
Revision Date: 02/10/1992 strategy alternatives requires an detail. In the end, the traditional
Product Type: Case (Field) assessment of consumer behavior, economic perspective on product pricing
Abstract: Norton, a once famous competitive response, and potential is combined with the behavioral or
motorcycle manufacturer, soundly return on investment. Financial support psychological perspective to provide a
beaten by Japanese competition, turns by the United Kingdom government more realistic understanding of how
its attention to developing rotary would be required to carry out any of the consumers respond to a firm's pricing
engines. The company is acquired by proposals. May be used with Note on the decisions.
Norton Group PLC, which is headed by Motorcycle Industry--1975. Subjects: Consumer behavior; Decision
a dashing entrepreneur. The new Geographic Setting: United Kingdom making; Marketing management;
management must decide what direction Industry Setting: Motorcycle Marketing strategy; Pricing strategy
to give the company and what projects Company Size: small Length: 12p
to concentrate on, especially since the Gross Revenues: $10 million sales
financial resources at the company's Subjects: Competition; Experience 578072
command are limited. curves; Manufacturing strategy; Title: Note on Break-Even Analysis in
Geographic Setting: United Kingdom Marketing management; Motorcycles; Marketing
Industry Setting: Engine industry Pricing strategy; Strategic planning Author(s): Corey, E. Raymond
Company Size: small Length: 22p Publication Date: 10/01/1977
Gross Revenues: $2 million sales Revision Date: 01/05/1998
Subjects: Industrial markets; Market 579085 Product Type: Note
selection; Motorcycles; Product planning Title: Note on Advertising Budgeting Abstract: Illustrates several types of
& policy; Resource allocation; United Author(s): Farris, Paul W. marketing problems that may be
Kingdom Publication Date: 10/26/1978 approached using break-even analysis.
Length: 19p Revision Date: 03/04/1987 Should be used as supplemental
Supplementary Materials: Supplement Product Type: Note information, helpful in handling case
(Field), (589014), 5p, by V. Kasturi Abstract: Reviews and critiques five problems.
Rangan, Jon Skofic; Teaching Note, general rules of thumb used to set Subjects: Breakeven analysis; Market
(591093), 11p, by V. Kasturi Rangan advertising budgets. analysis
Industry Setting: Advertising industry Length: 4p
589014 Subjects: Advertising; Budgeting
Title: Norton Group PLC: To Be or Not Length: 6p 502004
to Be in the Motorcycle Business (B) Title: Note on Concept of the Marketing
Author(s): Rangan, V. Kasturi; Skofic, 382096 Mix
Jon Title: Note on Advertising Effectiveness Author(s): Borden NH Jr
Publication Date: 08/17/1988 in the Beer Industry Publication Date: 06/01/1957
Revision Date: 01/29/1992 Author(s): Salter, Malcolm S.; Feldman, Revision Date: 02/27/1987
Product Type: Supplement (Field) Lynn Product Type: Note
Abstract: Outlines the decisions taken Publication Date: 11/30/1987 Abstract: An approach to the problem of
by the company's management team in Product Type: Note determining the make-up of a specific
response to the challenges posed in Abstract: Presents a summary of marketing program.
Norton Group PLC (A). For each such research on advertising effectiveness in Subjects: Advertising campaigns;
decision, further data is provided for the beer industry. Marketing mixes; Marketing strategy;
students to ponder the effectiveness of Industry Setting: Advertising industry Product development
the action steps undertaken. Must be Subjects: Advertising; Beverages; Length: 3p
used with: (589013) Norton Group PLC: Business policy; Cost benefit analysis;
To Be or Not to Be in the Motorcycle Industry analysis; Policy making;
Business (A). Strategy formulation
589024 Abstract: An overview of the rapid for tying budget size and allocation to
Title: Note on Consumer Goods growth of stadium development in multiple communications objectives.
Marketing--1988 professional sports in the 1990s. The Industry Setting: Advertising industry
Author(s): Quelch, John A. range of special stadium revenue Subjects: Advertising; Advertising
Publication Date: 08/24/1988 streams is described along with specific campaigns; Advertising strategy;
Product Type: Note examples of stadiums for the Communication strategy; Industrial
Abstract: Discusses the environmental Washington Redskins and Carolina markets; Sales promotions
challenges facing consumer packaged Panthers. Length: 23p
goods marketing in the late 1980s. Subjects: Facilities; Marketing
Among the topics covered are consumer management; Sports 585107
segmentation, trade power, and the Length: 3p Title: Note on Industry/Market Strategy
explosion of market research Author(s): Dolan, Robert J.
information. 590080 Publication Date: 09/18/1984
Industry Setting: Consumer products Title: Note on Distribution Costs Revision Date: 10/01/1987
Subjects: Consumer goods; Market Author(s): Corey, E. Raymond Product Type: Note
research Publication Date: 01/19/1990 Abstract: Reviews product portfolio
Length: 12p Product Type: Note techniques such as the Boston
Abstract: Suggests a typology of Consulting Group's growth-share matrix
579055 industrial distribution cost factors and and the McKinsey business screen.
Title: A Note on Consumer Market some ideas about cost behavior. Subjects: Industrial markets; Market
Segmentation Withdrawn - Use 9-590-067. selection; Marketing management;
Author(s): Urban, Christine D. Subjects: Cost control; Distribution Marketing strategy; Product portfolio
Publication Date: 10/01/1978 Length: 5p management; Strategic market planning
Product Type: Note Length: 17p
Abstract: Introductory note on the 588001
concept of market segmentation and its Title: Note on High-Tech Marketing 505075
processes. Failures Title: Note on Innovation Diffusion:
Subjects: Consumer marketing; Market Author(s): Moriarty, Rowland T., Jr.; Rogers' Five Factors
segmentation Moran, Ursula H. Author(s): Gourville, John T.
Length: 7p Publication Date: 12/04/1987 Publication Date: 05/03/2005
Product Type: Note Revision Date: 04/17/2006
501044 Abstract: Describes several high-tech Product Type: Note
Title: Note on Customer Management product failures. Intended to be used Abstract: Reviews Everett Rogers' Five
Author(s): Narayandas, Das with High-Tech vs. Low-Tech Marketing: Factors of product adoption. These
Publication Date: 10/12/2000 Where's the Beef? factors help explain why some products
Revision Date: 12/03/2002 Subjects: High technology products; diffuse rapidly and some slowly or not at
Product Type: Note Industrial markets; Technology all. May be used with: (502045) Four
Abstract: Describes a process for Length: 9p Products: Predicting Diffusion;
managing customers for profit. (508103) Four Products: Predicting
Subjects: Customer relations; Marketing 590067 Diffusion (2008).
management Title: Note on Industrial Distribution Subjects: Innovation; New product
Length: 5p Costs marketing
Author(s): Corey, E. Raymond Length: 6p
502073 Publication Date: 12/03/1989 Year New: 2005
Title: Note on Customer Management Product Type: Note
Author(s): Narayandas, Das Abstract: Develops a typology of 589022
Publication Date: 06/19/2002 industrial distribution cost elements and Title: Note on Inventory Risk and Soft
Product Type: Note considers factors affecting cost behavior Goods Merchandising
Abstract: Lays out a framework for the in moving industrial goods to market Author(s): Quelch, John A.
management of customers using through direct salesforces, distributors, Publication Date: 08/22/1988
examples of forms in a variety of and agents. Product Type: Note
industries. May be used with: (503071) Subjects: Cost control; Distribution Abstract: Discusses how inventory risk
Managing a Customer Relationship over Length: 5p in soft goods marketing, especially in the
Time; (503081) Monitoring the Health of marketing of fashion-intense goods,
Customer Relationships. 583086 results in a variety of manufacturer
Subjects: Business marketing; Title: Note on Industrial Marketing merchandising programs which aim to
Customer relations Communications share risk between manufacturer and
Length: 56p Author(s): Cardozo, Richard N. retailer.
Year New: 2004 Publication Date: 12/17/1982 Industry Setting: Apparel industry;
Product Type: Note Merchandising
599026 Abstract: Decribes six-step procedure Subjects: Clothing; Inventory
Title: Note on Dedicated Sports Stadium for managing industrial marketing management; Merchandising; Risk
Revenues communications, excluding personal assessment
Author(s): Greyser, Stephen A.; selling. Uses stages of organizational Length: 8p
Goldman, Kirk buying process to link marketing
Publication Date: 12/13/1998 objectives with communication 578205
Product Type: Note objectives. Describes simple procedure Title: Note on Legal Issues and the
Pricing Process Publication Date: 10/01/1978 beginning of the introductory marketing

Author(s): Cady, John F. Revision Date: 02/27/1987 course to familiarize students with the
Publication Date: 05/25/1978 Product Type: LACC Note arithmetic techniques, concepts, and
Revision Date: 02/27/1987 Abstract: Outlines the problems terms that are typically employed in the
Product Type: Note involved in defining "markets" for analysis of a first year marketing case.
Abstract: Describes the legal purposes of 1) developing competitive Subjects: Case method; Market
constraints in the pricing process. strategies, 2) measuring market share, analysis
Specifically deals with the legal status of and 3) evaluating the extent of Length: 7p
horizontal price agreements, vertical competition. The primary focus is on Supplementary Materials: Supplement
price agreements, price discrimination strategic planning--specifically, the (Note), (581143), 4p, by Benson P.
and deceptive pricing. questions of delimiting the served Shapiro
Subjects: Antitrust laws; Ethics; Legal market for a business unit and BESTSELLER
aspects of business; Pricing identifying potential segments within it.
Length: 12p Subjects: Competition; Market 581143
definition; Market segmentation; Market Title: Note on Marketing Arithmetic and
589023 share; Strategic planning Related Marketing Terms, Answers to
Title: Note on Local Marketing Length: 25p Exercises
Author(s): Quelch, John A. Author(s): Shapiro, Benson P.
Product Type: Note Title: Note on Market Definition and Revision Date: 10/14/1982
Abstract: Discusses reasons for the Segmentation Product Type: Supplement (Note)
emerging importance of local sales Author(s): Buzzell, Robert D. Abstract: Supplements the note. Must
promotion and advertising programs in Publication Date: 10/01/1978 be used with: (574082) Note on
the marketing mixes of national Revision Date: 02/27/1987 Marketing Arithmetic and Related
consumer goods markets. The Product Type: Note Marketing Terms.
advantages and disadvantages of local Abstract: Outlines the problems Subjects: Case method; Market
marketing, the types of products involved in defining "markets" for analysis
affected, and the ways in which purposes of 1) developing competitive Length: 4p
companies should adjust their strategies, 2) measuring market share,
organization structures to address local and 3) evaluating the extent of 504S13
marketing are all discussed. competition. The primary focus is on Title: Note on Marketing Strategy,
Subjects: Advertising campaigns; strategic planning--specifically, the Spanish Version
Marketing mixes; Sales promotions questions of delimiting the served Author(s): Dolan, Robert J.
Length: 15p market for a business unit and Publication Date: 10/29/1997
identifying potential segments within it. Revision Date: 11/01/2000
503S25 Subjects: Competition; Market Product Type: LACC Note
Title: Note on Low-Tech Marketing definition; Market segmentation; Market Abstract: Describes the major elements
Math, Spanish Version share; Strategic planning of marketing strategy: the decisions to
Author(s): Dolan, Robert J. Length: 22p be made and the underlying analysis to
Publication Date: 12/17/1998 support that decision making.
Product Type: LACC Note 579136 Subjects: Decision making; Marketing
Abstract: Describes basic calculations Title: Note on Market and Consumer strategy
useful in marketing analysis, break-even Research Length: 19p
analysis, and price-volume relationships. Author(s): Ward, Scott; Reibstein,
Subjects: Breakeven analysis; Market David J. 578153
research; Marketing management; Publication Date: 01/01/1979 Title: Note on Marketing Strategy
Pricing; Quantitative analysis Revision Date: 02/27/1987 Author(s): Wiechmann, Ulrich E.
Length: 11p Product Type: Note Publication Date: 02/28/1978
Abstract: Discusses scope of market Product Type: Note
599011 and consumer research, steps in the Abstract: Conceptual note on the major
Title: Note on Low-Tech Marketing Math research process, and how managers variables to consider in formulating a
Author(s): Dolan, Robert J. use research in marketing and decision- marketing strategy. To be used as
Publication Date: 12/17/1998 making. supplemental reading.
Product Type: Note Subjects: Advertising strategy; Subjects: Marketing strategy; Strategy
Abstract: Describes basic calculations Consumer behavior; Information formulation
useful in marketing analysis, break-even systems; Market research; Polls & Length: 4p
analysis, and price-volume relationships. surveys
Subjects: Breakeven analysis; Market Length: 14p
598061
research; Marketing management; Title: Note on Marketing Strategy
Pricing; Quantitative analysis 574082 Author(s): Dolan, Robert J.
Length: 9p Title: Note on Marketing Arithmetic and Publication Date: 10/29/1997
BESTSELLER Related Marketing Terms Revision Date: 11/01/2000
Author(s): Star, Stephen H.; Heskett, Product Type: Note
503S72 James L.; Levitt, Theodore Abstract: Describes the major elements
Title: Note on Market Definition and Publication Date: 06/27/1974 of marketing strategy: the decisions to
Segmentation, Spanish Version Revision Date: 04/29/1983 be made and the underlying analysis to
Author(s): Buzzell, Robert D. Product Type: Note support that decision making.
Abstract: A basic note to be used at the
Subjects: Decision making; Marketing 583112 safety

strategy Title: Note on Organizational Buying Length: 13p
Length: 17p Author(s): Cardozo, Richard N.
BESTSELLER Publication Date: 12/17/1982 590032
Product Type: Note Title: Note on Pharmaceutical Marketing
588025 Abstract: Describes organizational Practices in the Third World (Edited)
Title: Note on Marketing and Sales buying behavior; provides analytical Author(s): Smith, N. Craig; Quelch,
Productivity Systems scheme to predict buying response, to John A.
Author(s): Moriarty, Rowland T., Jr.; diagnose marketing problems on the Publication Date: 02/16/1990
Swartz, Gordon basis of buying behavior, and to Product Type: Note
Publication Date: 10/08/1987 segment industrial markets. Abstract: Presents a review of criticism
Product Type: Note Subjects: Consumer behavior; Industrial of pharmaceutical marketing practices in
Abstract: Describes and analyzes the markets; Market analysis; Market the Third World, notably: promotional
application of information systems segmentation; Market selection; Models practices, lack of medication in the Third
technology to marketing and sales Length: 18p World, drug profits, dumping, and the
functions and assesses the impact of testing of drugs. Industry responses to
these "marketing and sales productivity 587176 criticism and improvements made are
systems." Designed for use as a Title: Note on Organizing and also noted. A rewritten version of an
supplementary reading to accompany Controlling Multinational Operations earlier note.
Adelie Corp. (A2). May also be used as Author(s): Quelch, John A. Industry Setting: Pharmaceutical
a stand-alone reading on marketing and Publication Date: 05/24/1987 industry
sales productivity systems. Product Type: Note Subjects: Business & society; Corporate
Subjects: Computer systems; Industrial Abstract: Discusses forces for responsibility; Developing countries;
markets; Marketing information systems; centralization and decentralization in Ethics; International marketing;
Marketing management; Sales multinational marketing and whether Pharmaceuticals; Product safety
management multinationals should be organized Length: 11p
Length: 21p principally by product or by geography.
Subjects: Centralization; 588052
597037 Decentralization; Marketing organization; Title: Note on Pretest Market Models
Title: Note on Marketing and the Internet Multinational corporations Author(s): Dolan, Robert J.
Author(s): Deighton, John; Barabino, Length: 6p Publication Date: 01/07/1988
John; Berkley, Alison Product Type: Note
Publication Date: 12/03/1996 589039 Abstract: Describes major pretest
Revision Date: 07/22/2002 Title: Note on Pharmaceutical Marketing market services, i.e., news, LTM,
Product Type: Note Practices in the Third World assessor, and bases.
Abstract: The World Wide Web is new, Author(s): Craig NC; Dunlop JA Subjects: Models; Product development
a comprehensive marketing Publication Date: 06/30/1989 Length: 23p
environment. It is a medium for direct Revision Date: 07/17/1990
marketing, for retailing and distribution, Product Type: Note 580091
for the delivery of service and product Abstract: Review of criticisms of Title: Note on Pricing
elements, for marketing research, and pharmaceutical marketing practices in Author(s): Corey, E. Raymond
even for posting and testing prices. This the Third World, notably: promotional Publication Date: 01/01/1980
note explores the features of this practices, lack of medication, drug Revision Date: 10/30/1984
environment. It contrasts the web with profits, dumping, and the testing of Product Type: Note
older, broadcast media and evaluates drugs. Industry responses to critics and Abstract: Intended to serve as a
the web as a medium for doing improvements made are also noted. comprehensive overview of pricing
business. It examines the structure of Teaching objectives: 1) to consider the strategy.
the industry that is emerging to support ethics of pharmaceutical marketing (how Subjects: Competition; Industrial
marketing on the web. valid and defensible are the criticisms?); markets; Pricing; Regulation
Subjects: Direct marketing; Electronic 2) to illustrate pitfalls, opportunities and Length: 14p
commerce; Internet; Marketing strategy; responsibilities in marketing to
World Wide Web developing countries; 3) to confirm the
582124
Length: 16p importance of honesty and accuracy in
Title: Note on Pricing Strategies for
marketing communications; 4) to
Industrial Products
578127 identify responsibility in product testing
Author(s): Corey, E. Raymond
Title: Note on Media Selection and in exporting nonapproved products;
Author(s): Farris, Paul W. 5) to consider the extent of corporate
Publication Date: 01/06/1978 responsibility (to what extent can a
Product Type: Note
Revision Date: 02/27/1987 societal problem be addressed by
Abstract: Used as a background
Product Type: Note business?). May be used with CIBA-
reading for a course or course module
Abstract: Introduces basic concepts of GEIGY Pharmaceuticals: Pharma
on pricing, this note describes the
advertising media scheduling. International.
several basic parameters relevant for
Subjects: Advertising media; Public Industry Setting: Pharmaceutical
price determination. Provides a
relations; Scheduling industry
conceptual approach to formulating
Length: 7p Subjects: Business & society;
pricing strategy, dealing with such topics
Corporate responsibility; Developing
as skimming versus penetration pricing,
countries; Ethics; International
cost analysis for pricing purposes,
marketing; Pharmaceuticals; Product
demand elasticity, and price leadership. Publication Date: 07/11/1994 Author(s): Spekman, Robert E.; Kalla,
Subjects: Cost analysis; Demand Product Type: Note Arya; Kumar, Sameer
analysis; Industrial markets; Pricing; Abstract: Describes a typical Publication Date: 08/29/2007
Pricing strategy organizational structure for retailers and Product Type: Case (Field)
Length: 17p discusses duties of various individuals Abstract: This note describes several
such as buyer, category manager, etc. approaches one could employ to size a
584121 Industry Setting: Retail industry sales force. It addresses the advantages
Title: Note on Protecting Trade Secrets Subjects: Organizational structure; of each approach as well as the
Author(s): Cady, John F.; Glover, Retailing weaknesses. The case entitled "Z
Katherine Length: 6p Associates: Sizing the Sales Force"
Publication Date: 04/09/1984 provides a real-world example of one
Product Type: Note 580042 company's attempt to select the correct
Abstract: Outlines steps to design and Title: Note on Retailing Institutions approach, and includes a supplemental
implement a corporate program to Author(s): Takeuchi, Hirotaka Excel file for students. May be used with:
protect proprietary information. Provides Publication Date: 10/11/1979 (UV0895) ZS Associates: Sales Force
a definition of trade secrets and sample Product Type: Note Sizing.
contract agreements designed to protect Abstract: Describes the evolution of Subjects: NO
trade secrets. May be used with retail institutions in the past. Then SUBJECTS(KEYWORDS)
Ziptronics, Inc. describes the current structure with Length: 11p
Subjects: Competition; Contracts; Legal emphasis on larger-scale retailers. Year New: 2008
aspects of business; Patents; Finally, forecasts future developments in
Technology retailing. 593112
Length: 22p Industry Setting: Retail industry; Non- Title: Note on Store Location
store retailing; Retail industry Author(s): Bell, David E.
594087 Subjects: Department stores; Direct Publication Date: 04/30/1993
Title: Note on Reliability and Attitude marketing; Non-store retailing; Revision Date: 05/24/1994
Measurement Organizational structure; Retailing Product Type: Note
Author(s): Silk, Alvin J. Length: 12p Abstract: Reviews some basic issues to
Publication Date: 01/19/1994 be considered in selecting a new
Revision Date: 03/07/2000 188096 location for a retail store.
Product Type: Note Title: Note on Retailing in the United Industry Setting: Retail industry
Abstract: Provides a brief introduction States Subjects: Location of industry; Retailing
to the concept of reliability from the field Author(s): Mead, Melissa; Zack, Length: 7p
of psychometrics. The formal definition Michael
of reliability is developed from the classic Publication Date: 01/25/1988 579223
error model and then related to two Product Type: Note Title: Note on Strategic Level Decision
widely used indices of measure Abstract: Following a brief discussion of Making in Oligopoly
reliability, a test-retest correlation and personal consumption motives and Author(s): Corey, E. Raymond; Capon,
the Cronbach-Alpha statistic. Teaching retailing approaches that address them, Noel
Purpose: Provides students with an this note analyzes the nature of retailing Publication Date: 05/01/1979
understanding of the meaning of the in terms of its functional elements and Product Type: Note
concept of reliability as a property of the forms that retail establishments take. Abstract: Describes strategies for
fallible measurements derived from Concludes with an assessment of retaining market leadership in an
interviews, questionnaires, and tests. current trends in retailing. industry characterized as an oligopoly.
Subjects: Market research; Polls & Industry Setting: Retail industry Subjects: Manufacturing strategy;
surveys; Statistical analysis Subjects: Retailing Market share; Pricing strategy; Strategic
Length: 12p Length: 19p market planning; Technology
Length: 12p
595006 589021
Title: Note on Retail Economics Title: Note on Sales Promotion Design 579168
Author(s): Bell, David E. Author(s): Quelch, John A. Title: Note on Types of Retail Stores
Publication Date: 07/11/1994 Publication Date: 08/24/1988 Author(s): Takeuchi, Hirotaka
Revision Date: 05/15/1995 Product Type: Note Publication Date: 03/19/1979
Product Type: Note Abstract: Summarizes the results of a Product Type: Note
Abstract: Reviews some elementary clinical research project that investigated Abstract: Describes the difference
statistics on financial ratios that are influences on managerial sales among types of retail outlets such as
commonly used to evaluate retailing promotion design decisions at a variety department stores, discount stores, and
companies. of consumer goods companies. general merchandise stores.
Industry Setting: Retail industry; Retail Involvement, inventory risk, and Industry Setting: Retail industry; Retail
industry franchise strength are the three principal industry
Subjects: Financial ratios; Marketing influences identified. Subjects: Consumer marketing;
strategy; Retailing Subjects: Market research; Sales Department stores; Retailing
Length: 11p promotions Length: 4p
Length: 50p
595009 581011
Title: Note on Retail Organizations UV0744 Title: Note on Wholesale Institutions
Author(s): Bell, David E. Title: A Note on Sizing the Sales Force Author(s): Takeuchi, Hirotaka
Publication Date: 10/03/1980 Note, (586161), 16p, by John A. Quelch, see an opportunity for increased
Product Type: Note Cynthia A. Bates; Teaching Note, integration and coordination of their
Abstract: Describes the various (586161), 16p, by John A. Quelch, businesses. This phenomenon is called
wholesale institutions available and the Cynthia A. Bates globalization. The latest theories and
roles they play. Gives historical trends, ideas relating to the globalization of
current issues, and future outlook. 586040 business are discussed and applied
Subjects: Distribution channels; Title: Note on the Disk Drive Industry-- through a comparison of four
Distribution planning; Wholesaling 1985 corporations that operate on a worldwide
Length: 20p Author(s): Cespedes, Frank V. basis. The comparison looks at how
Publication Date: 08/20/1985 these firms have acted with respect to
KEL146 Product Type: Note the development of more capable and
Title: Note on Writing Great Marketing Abstract: During its relatively short well-informed managers operating in
Plans history, marketing strategies and tactics organizations which are having to
Author(s): Calkins, Timothy in the disk drive industry have changed become increasingly dynamic and
Publication Date: 04/01/2006 significantly. This note provides a flexible in response to the changing
Product Type: Note historical overview of the industry and its business environment. The four
Abstract: Marketing plans are critically structure as of mid-1985, with an companies are Asea Brown Boveri
important tools for marketing executives. emphasis on the customers, channels (ABB), General Electric (GE) of the
If you can't create a strong marketing and competitive trends that help to United States, Japan's Hitachi, and
plan, it is unlikely that you will be determine the key marketing Siemens of Germany.
successful. Explains why marketing requirements facing disk drive firms. Subjects: Alliances; Decentralization;
plans are so important and provides a Among other topics, the note allows a Globalization; Multinational corporations;
framework for creating a strong discussion of distribution strategy and Organization
marketing plan and keys to success. management in a high-growth, Length: 21p
Geographic Setting: Global; United technologically turbulent industry, as well
States as a discussion of product policy and 584092
Subjects: NO marketing strategy in a hi-tech context. Title: Note on the Personal Computer
SUBJECTS(KEYWORDS) Industry Setting: Computer industry Industry (January 1983)
Length: 9p Subjects: Computer industry; Author(s): Quelch, John A.; Collins NA
Year New: 2006 Distribution channels; Industry analysis; Publication Date: 03/23/1984
Marketing implementation; Marketing Product Type: Note
584029 management; Marketing strategy Abstract: Presents a summary and
Title: Note on the Consumer Videotex Length: 23p analysis of the key developments that
Industry occurred in the U.S. personal computer
Author(s): Yip, George S.; Brainard, 579185 market during 1982. Includes market
Caroline P. Title: Note on the Microwave Oven size, share, and advertising figures. As
Publication Date: 08/24/1983 Industry an option, can be used with Rainbow
Product Type: Note Author(s): Buzzell, Robert D.; Systems, Inc. (A) to provide students
Abstract: Provides an overview of the Wiersema, Frederik D. with a more thorough understanding of
consumer videotex industry as of mid- Publication Date: 03/01/1979 this mercurial industry.
1983, emphasizing the United States. Revision Date: 06/01/1983 Industry Setting: Computer industry
Can be used to discuss market evolution Product Type: Note Subjects: Competition; Computer
and participant strategy in a rapidly Abstract: Describes the U.S. consumer industry; Distribution channels; High
changing industry. market for microwave cooking products technology products; Market analysis;
Industry Setting: Information services; in 1978. A slowdown in market growth Market segmentation
Telecommunications industry presents several strategy issues for Length: 39p
Subjects: Competition; Industry industry participants. May be used with: Supplementary Materials: Supplement
structure; Information services; Market (579182) Amana Microwave Ovens. (Note), (585077), 4p, by John A. Quelch,
structure; Marketing strategy; Industry Setting: Consumer products
Telecommunications Subjects: Appliances; Competition;
Length: 36p Consumer goods; Growth strategy; 598148
Marketing strategy Title: Note on the Retailing Industry
585052 Length: 23p Author(s): Bell, David E.; Leamon, Ann
Title: Note on the Dishwasher Industry Supplementary Materials: Teaching Publication Date: 05/13/1998
Author(s): Quelch, John A.; Collins NA Note, (585127), 7p, by Robert D. Buzzell Product Type: Note
Publication Date: 03/04/1985 Abstract: Presents a survey discussion
Revision Date: 09/24/1986 IES082 of retailing and current issues. Examines
Product Type: Note Title: A Note on the Organizational the impact of changing consumer
Abstract: Describes the industry Implications of Globalization attitudes on the industry and outlines the
performance and prospects, strategies Author(s): Joachimsthaler, Erich; industry's response: consolidation,
of the major competitors, and market Helmstein, Martin; Leppanen, Rolf adoption of technology, use of brands
segmentation in the U.S. dishwasher Publication Date: 03/01/1993 and private labels, and changing
industry. Product Type: Note relationships with vendors.
Subjects: Appliances; Consumer Publisher: IESE Business School Industry Setting: Retail industry; Retail
marketing; Industry analysis; Market Abstract: As a result of recent changes industry
segmentation; Marketing management in the global socio-economic Subjects: Consumer behavior; Industry
Length: 21p environment and technological analysis; Marketing strategy; Retailing
Supplementary Materials: Teaching advances, managers of many large firms
Length: 11p Length: 10p and plastic cups and plates for fast-food
restaurants. The focus of the case is the
594091 594088 nature of the relationship between the
Title: Notes on Factor Analysis Title: Notes on Thurstone Scaling sales/marketing and manufacturing
Author(s): Silk, Alvin J. Author(s): Silk, Alvin J. organizations around issues of product
Publication Date: 04/06/1994 Publication Date: 03/11/1994 line management. Nyman Manufacturing
Product Type: Note Revision Date: 04/06/1994 Co. (B) contains the decision issues. A
Abstract: Designed to provide students Product Type: Note videotape (9-887-532) is available for
with elementary understanding of factor Abstract: Thurstone's "Laws of use with this case.
analysis as a method of exploratory data Comparative Judgment and Categorical Geographic Setting: Northeastern
analysis. The basic model underlying Judgment" are presented and their use United States
factor analysis is discussed, then the in scaling stimuli from a set of Industry Setting: Paper industry;
principle factor method of solution is observable data is discussed. Estimation Plastics industry
outlined. The concept of factor rotation is procedures and statistical tests are Company Size: mid-size
briefly treated. reviewed briefly. Gross Revenues: $50 million sales
Subjects: Market research; Statistical Subjects: Market research; Polls & Subjects: Customer relations;
analysis surveys Interdepartmental relations; Product
Length: 16p Length: 17p lines; Product planning & policy;
Production planning; Sales strategy
Length: 36p
594090 106063
Title: Notes on Scalogram Analysis Title: Nutricia Middle East: Measuring
Author(s): Silk, Alvin J. Sales Force Effectiveness 587093
Publication Date: 04/06/1994 Author(s): Martinez-Jerez, F. Asis; Sha, Title: Nyman Manufacturing Co. (B)
Product Type: Note Rachel Author(s): Shapiro, Benson P.;
Abstract: Serves as an introduction to Publication Date: 04/06/2006 Lieberman, J; Feinberg, Barbara
"Scalogram Analysis," perhaps better Product Type: Case (Field) Publication Date: 11/21/1986
known as "Guttman" scaling--a method Abstract: Nutricia's Middle East and Revision Date: 02/01/1991
for analysis of responses to African region is transitioning from a Product Type: Case (Field)
questionnaire items to determine trading to a customer focus. CEO Ernest Abstract: Provides a set of product line
whether they can be combined so as to Vandenbussche must decide how to decisions involving both the
form a scale measuring some underlying market infant milk formula most sales/marketing and the manufacturing
continuum. Sets forth the underlying effectively in a region where the organizations. The decisions involve
logic for a Guttman scale, explains its information environment is much less special customized products for a single
basic properties, presents various rich than in other countries/sectors and customer, the acquisition of a new
criteria for assessing the scalability of a in which managers are concerned about customer when production capacity is
set of items including a simple statistical measuring the effectiveness of their limited, and several other cross-
test. Teaching Purpose: Provides an commercial actions. Among the most functional product policy issues. Must be
introduction to a classic mode of immediate decisions they need to make used with Nyman Manufacturing Co. (A).
unidimensional scaling, relevant to is the size of the salesforce--a decision A videotape (9-887-532) is available for
measuring attitudes and opinions. that must be made in the context of a use with this case.
Subjects: Market research; Polls & commercial strategy that is not yet fully Geographic Setting: Northeastern
surveys; Statistical analysis defined. As Nutricia defines its strategy, United States
Length: 12p it also has to define the strategic control Industry Setting: Paper industry;
systems it will use to monitor and fine- Plastics industry
tune the strategy moving forward. Company Size: mid-size
594093
Geographic Setting: Africa; Middle Gross Revenues: $50 million sales
Title: Notes on Stratified Sampling
East Subjects: Cross functional
Design
Industry Setting: Health services management; Customer relations;
Author(s): Silk, Alvin J.
Number of Employees: 11,000 Interdepartmental relations; Product
Gross Revenues: $2.5 billion revenues lines; Product planning & policy;
Event Year Start: 2005 Production planning; Sales strategy
Product Type: Note
Event Year End: 2005 Length: 14p
Abstract: Summarizes sampling theory
relevant to addressing three issues that Subjects: NO
arise in designing a stratified random SUBJECTS(KEYWORDS) 509032
sample: 1) optimal allocation of the Length: 29p Title: Obama versus Clinton: The
sample across a set of strata, 2) Year New: 2006 YouTube Primary
definition of boundaries for the strata, Author(s): Deighton, John; Kornfeld,
and 3) choice of the number of strata to 587092 Leora
employ. Teaching Purpose: Intended to Title: Nyman Manufacturing Co. (A) Publication Date: 10/29/2008
supplement discussions of stratified Author(s): Shapiro, Benson P.; Revision Date: 01/12/2009
sampling found in texts on survey and Lieberman, J; Feinberg, Barbara Product Type: Case (Library)
marketing research and to assist Publication Date: 11/21/1986 Abstract: What was the role of the
students in carrying out an exercise in Revision Date: 02/01/1991 Internet in the contest for the Democratic
sampling design. Product Type: Case (Field) presidential nomination between
Subjects: Market research; Polls & Abstract: Provides extensive, detailed Senators Obama and Clinton? How does
surveys background about the product line, sales the role change in the shift from the
operation, and manufacturing activities Primary to the National election? The
of a $50 million manufacturer of paper case examines media and content
choices by each candidate, and allows Provides an example of psychographic nimble record label to orchestrate mass
students to explore the role of new research procedures applied to a marketing campaigns once an artist was
media in political campaigns. The focus commodity grocery product. No special ready for "prime time." Octone had been
is on fundraising in 2007 and statistical competence is assumed on less fortunate, however, with its third act,
campaigning for Primary delegate votes the part of the student. Michael Tolcher. Despite significant
in 2008. Geographic Setting: South Hanson, investments, Tolcher's first full album
Event Year Start: 2008 MA had not sold enough copies to recover
Event Year End: 2008 Industry Setting: Food processing its costs and merit RCA's marketing
Subjects: NO industry support. Octone's executives faced a
SUBJECTS(KEYWORDS) Company Size: mid-size decision: whether to continue to support
Length: 19p Gross Revenues: $80 million sales Tolcher's first album, increase the stakes
Supplementary Materials: Teaching Subjects: Demand analysis; Food; by financing a second album, or cut their
Note, (509038), 8p, by John Deighton, Market research; Market segmentation; losses and instead focus on other artists.
Leora Kornfeld Polls & surveys; Product positioning; At the same time, Octone had to
Statistical analysis evaluate a proposal from Universal
575039 Length: 18p Music Group to buy out SonyBMG's
Title: Ocean Spray Cranberries, Inc. (A) interest in the joint venture. Allows for an
Author(s): DeBruicker, F. Stewart; 578133 in-depth examination of new product
Modig, Jan-Erik Title: Ocean Spray Cranberries, Inc.: development and launch strategies in
Publication Date: 09/01/1974 Crangrape Advertising and Promotion the context of the music industry.
Revision Date: 04/01/1975 Author(s): Greyser, Stephen A.; Young, Provides rich insights into how
Product Type: Case (Field) Robert F. grassroots and mass marketing
Abstract: At the conclusion of a small- Publication Date: 01/18/1978 approaches can facilitate new
scale pilot survey, management must Revision Date: 04/14/1994 product/artist development. Octone's
decide whether to invest in a larger Product Type: Case (Field) "hybrid" marketing structure is described
survey or terminate the project. The Abstract: The senior product manager in considerable detail, and supporting
objective of the study is to use must decide whether to implement a economic data is provided. By enabling
psychographic measurement techniques new product marketing program for an analysis of how long and how
to study the alternative positions of Cran-Grape. Provides the advertising aggressively an artist should be
cranberry sauce. Illustrates the methods and marketing background of the adult- supported before commercial success is
and abilities of multivariate statistical oriented Ocean Spray drink product line. achieved, serves as a vehicle for
procedures in survey data analysis and A key issue is whether the Ocean Spray contrasting different approaches to the
product positioning studies. A major brand name can be stretched to launch new product development process.
question is whether the findings of the Cran-Grape, a product aimed primarily Geographic Setting: United States
pilot work justify further expense and at children. Decisions regarding Industry Setting: Music industry
analysis. No special competence in positioning, creative strategy, and target Number of Employees: 10
statistics is required for discussion of the market identification have to be made Gross Revenues: $30 million revenues
case. within the context of the total marketing Event Year Start: 2007
Geographic Setting: South Hanson, plan under budgetary allocations among Event Year End: 2007
MA the major elements of the program: Subjects: NO
Industry Setting: Food processing television advertising, consumer SUBJECTS(KEYWORDS)
industry promotions, and trade programs. Length: 27p
Company Size: mid-size Geographic Setting: Massachusetts Year New: 2007
Gross Revenues: $80 million sales Industry Setting: Beverage industry
Subjects: Demand analysis; Food; Company Size: mid-size 504021
Market research; Market segmentation; Gross Revenues: $100 million sales Title: Oenslager Brewery
Polls & surveys; Product positioning; Subjects: Advertising strategy; Author(s): Nolen W
Statistical analysis Beverages; Brands; Market selection; Publication Date: 06/01/1959
Length: 25p Marketing strategy; New product Product Type: Case (Gen Exp)
marketing; Sales promotions Abstract: Involves relating the prices of
575040 Length: 23p packaged products to the marketing mix
Title: Ocean Spray Cranberries, Inc. (B) and competitive position of the company.
Author(s): DeBruicker, F. Stewart; 507082 Industry Setting: Beer
Modig, Jan-Erik Title: Octone Records Event Year Start: 1959
Publication Date: 09/01/1974 Author(s): Elberse, Anita; Ofek, Elie Event Year End: 1959
Revision Date: 04/01/1975 Publication Date: 06/29/2007 Subjects: Advertising; Beverages;
Product Type: Case (Field) Revision Date: 10/20/2008 Competition; Pricing; Sales management
Abstract: A consumer attitude survey Product Type: Case (Field) Length: 22p
involving more than 1,000 cranberry Abstract: In February 2007, Octone
users has been conducted. Multivariate Records founders James Diener, Ben F0804H
statistical procedures including factor Berkman, and David Boxenbaum had Title: The Off-Line Impact of Online Ads
analysis, cluster analysis and multiple been highly successful with the first two Author(s): Abraham, Magid M.
discriminant analysis have been bands they had signed, Maroon 5 and Publication Date: 04/01/2008
employed to suggest four attitude Flyleaf. Known for its grassroots Product Type: Harvard Business
segments in the marketplace. The marketing campaigns, Octone operated Review Article
research team has suggested changes through a unique joint venture model Abstract: Advertising on the internet
in product and advertising strategy. with SonyBMG Music Entertainment's increases sales in brick-and-mortar
What should management do next? RCA Music Group, which enabled the stores even more than it does online.
Individually, search ads and display ads Revision Date: 07/06/1995 Abstract: OfficeTiger was founded in
have the power to drive purchases, but Product Type: Case (Gen Exp) late 1999 with an innovative approach to
they get the best results when used Abstract: The international procurement global outsourcing. The company's
together in a single campaign. manager of an off-price office supply employees, located primarily in India,
Industry Setting: E-commerce retail chain has to recommend which of provided services for corporations,
Subjects: NO several bids to accept for the right to investment banks, and professional
SUBJECTS(KEYWORDS) supply computer diskettes to OfficePro's services firms throughout the United
Length: 4p new French subsidiary. States, Europe, and Asia. Although it
Year New: 2007 Geographic Setting: United States; was hard to sell the idea to customers
France initially, by 2004 the company had grown
803111 Industry Setting: Computer storage considerably and was preparing for
Title: Office Depot, Inc.: Business device future growth, mainly by making
Transformation (A) Gross Revenues: $220 million acquisitions.
Author(s): Heskett, James L.; Maher, revenues Geographic Setting: New York, NY;
Dan; O'Brien, Dan; Watson, Tom; Subjects: Computer industry; France; India
Rayport, Jeffrey F. International marketing; Purchasing; Industry Setting: Staffing
Publication Date: 01/02/2003 Retailing; Sourcing Number of Employees: 1,600
Revision Date: 02/13/2003 Length: 4p Gross Revenues: $25 million revenues
Product Type: Case (Field) Supplementary Materials: Teaching Event Year End: 2004
Abstract: The company's management Note, (598085), 11p, by John A. Quelch; Subjects: Business marketing;
is considering the possibility of launching Supplement (Gen Exp), (594054), 1p, by Consumer marketing; Entrepreneurship;
a rebranding campaign around the John A. Quelch; Supplement (Gen Exp), India
promises "What you need. What you (594055), 1p, by John A. Quelch Length: 24p
need to know." The questions are Supplementary Materials: Teaching
whether and when to launch the 594054 Note, (807039), 12p, by Joseph B.
campaign in view of the large number of Title: OfficePro (B) Lassiter III
training efforts and supporting Author(s): Quelch, John A. Year New: 2004
technologies needed to deliver on the Publication Date: 11/01/1993
promises. Revision Date: 11/22/1994 509002
Geographic Setting: United States Product Type: Supplement (Gen Exp) Title: Olam International
Industry Setting: Retail industry Abstract: Supplements OfficePro (A). Author(s): Bell, David E.; Shelman,
Number of Employees: 45,000 Must be used with: (594053) OfficePro Mary
Gross Revenues: $11 billion revenues (A). Publication Date: 12/16/2008
Subjects: Advertising campaigns; Geographic Setting: France Product Type: Case (Field)
Brands; Human resources management; Industry Setting: Computer industry; Abstract: In 20 years, Sunny Verghese
Market positioning; Office equipment; Retail industry had built Singapore-based Olam
Technology Subjects: Computer industry; France; International from a small Nigerian
Length: 23p International marketing; Purchasing; export company into a $5 billion global
Supplementary Materials: Supplement Retailing; Sourcing leader in agricultural commodities with a
(Field), (803112), 1p, by James L. Length: 1p core competence in Africa. Olam's
Heskett, Dan Maher, Dan O'Brien, Tom Supplementary Materials: Teaching growth had come by pursuing product
Watson, Jeffrey F. Rayport Note, (598085), 11p, by John A. Quelch and geographic adjacencies and its 'farm
NEW gate to factory gate' approach had been
594055 extended to 14 agricultural products,
803112 Title: OfficePro (C) including cashews, sesame, cocoa, and
Title: Office Depot, Inc.: Business Author(s): Quelch, John A. coffee. In mid-October 2008, Olam's
Transformation (B) Publication Date: 11/01/1993 stock price declined to $1 a share from a
Author(s): Heskett, James L.; Maher, Product Type: Supplement (Gen Exp) high of $3.71 in early 2007 as part of the
Dan; O'Brien, Dan; Watson, Tom; Abstract: Supplements OfficePro (A). global economic crisis. Verghese had to
Rayport, Jeffrey F. Must be used with: (594053) OfficePro decide whether to change the firm's
Publication Date: 01/02/2003 (A). strategy based on the new economic
Revision Date: 02/13/2003 Geographic Setting: France environment.
Product Type: Supplement (Field) Industry Setting: Computer industry; Geographic Setting: Singapore
Abstract: Supplements the (A) case. Retail industry Industry Setting: Agribusiness
Must be used with: (803111) Office Subjects: Computer industry; France; Number of Employees: 8,000
Depot, Inc.: Business Transformation International marketing; Purchasing; Gross Revenues: $5.5 billion
(A). Retailing; Sourcing Event Year Start: 2008
Industry Setting: Office equipment Length: 1p Event Year End: 2008
Subjects: Advertising campaigns; Supplementary Materials: Teaching Subjects: NO
Brands; Human resources management; Note, (598085), 11p, by John A. Quelch SUBJECTS(KEYWORDS)
Market positioning; Office equipment; Length: 32p
Technology 804109
Length: 1p Title: OfficeTiger HKU309
Author(s): Blaxall, Johanna; Lassiter, Title: Old Company, Modern Marketing
594053 Joseph B., III Strategy: Lessons from Lee Kum Kee
Title: OfficePro (A) Publication Date: 04/12/2004 Author(s): Yim, Bennett; Mak, Vincent
Author(s): Quelch, John A. Revision Date: 07/31/2007 Publication Date: 06/29/2003
Publication Date: 11/01/1993 Product Type: Case (Field) Product Type: Case (Field)
Publisher: University of Hong Kong wishful thinking holds that retailers will Supplementary Materials: Teaching
Abstract: The sauce company Lee Kum thrive if only they communicate better Note, (580163), 11p, by David J.
Kee, one of the best known Hong Kong with customers through e-mail, employ Reibstein, George S. Yip
brands, had a long history that began in hidden cameras to learn how customers
1888 and was run by the same family for make purchase decisions, and analyze 580028
four generations. The company was scanner data to tailor special offers and Title: Olympia Brewing Co.: Market
founded by Lee Kam Sheung as a small manage inventory. But the truth is, there Forecasting (B)
oyster sauce manufacturer in are no quick fixes. In the course of his Author(s): Reibstein, David J.; Yip,
Guangdong Province, China. It relocated extensive research on dozens of George S.
to Macau in the early 1900s and moved retailers, Leonard Berry found that the Publication Date: 10/01/1979
once more to Hong Kong after World best companies create value for their Revision Date: 12/29/1981
War II; it remained based there in the customers in five interlocking ways. Product Type: Case (Field)
decades afterwards. Lee Kum Kee was Whether you're running a physical store, Abstract: In an effort to estimate
already expanding beyond the a catalog business, an e-commerce site, individual beer consumption, Data
Guangdong-Macau-Hong Kong or a combination of the three, you have Resources, Inc. (DRI), on a consulting
distribution network in the 1920s to to offer your customers superior project for Olympia Brewing Company,
North America, when it was also making solutions to their needs, treat them with had to provide a special questionnaire
shrimp paste. In the 1970s and 1980s, respect, and connect with them on an which would accurately measure
after the torch passed to third-generation emotional level. You also have to set quantity consumed. A new questionnaire
leader Lee Man Tat, there was rapid prices fairly and make it easy for people construction, and a different sampling
geographical market and product to find what they need, pay for it quickly, scheme provided results which were
diversification. Lee Man Tat's sons, who and then move on. None of these pillars highly consistent with known
were educated in the West, inherited the is new, and each sounds exceedingly consumption levels. A follow-up to
leadership from their father in the 1990s, simple, but don't be fooled-- Olympia Brewing Co. (A).
and the pace of modernization and implementing these axioms in the real Geographic Setting: United States
diversification continued while the world is surprisingly difficult. The author Industry Setting: Beef industry
company's marketing strategy remained illustrates how some retailers have built Company Size: mid-size
vigorous and adaptable. The company successful operations by attending to Gross Revenues: $354 million sales
overcame a consumer confidence these commonsense ways of dealing Subjects: Beverages; Forecasting;
crisis--called the 3-MPCD crisis--in the with their customers and how others Market research; Polls & surveys;
late 1990s and early 2000s and have failed to do so. Statistical analysis
continued to thrive. By early 2003, Lee Industry Setting: Consumer products; Length: 9p
Kum Kee had already developed more Retail industry Supplementary Materials: Teaching
than 200 sauces. Its distribution network Subjects: Consumer goods; Consumer Note, (580163), 11p, by David J.
covered 60 countries in five continents, marketing; Customer relations; Reibstein, George S. Yip
and its products were available in more Marketing strategy; Pricing; Retailing
than 80 countries. What lessons about Length: 7p
580029
strategic brand management can we
Title: Olympia Brewing Co.: Market
learn from the way Lee Kum Kee 580027 Forecasting (C)
developed, maintained, and expanded Title: Olympia Brewing Co.: Market Author(s): Reibstein, David J.; Yip,
the reach of its products over a whole Forecasting (A) George S.
century? What lessons about crisis Author(s): Reibstein, David J.; Yip, Publication Date: 10/01/1979
management does the company's George S. Revision Date: 12/29/1981
handling of the 3-MPCD crisis offer? Publication Date: 10/01/1979 Product Type: Case (Field)
Geographic Setting: Asia Revision Date: 12/29/1981 Abstract: With apparently accurate
Subjects: Asia; Brand management; Product Type: Case (Field) estimates of current beer consumption
Business marketing; Business policy; Abstract: Olympia Brewing Company by age and income segments, Data
Diversification; Expansion; Family had contracted with Data Resources, Resources, Inc. built a forecasting model
owned businesses; Management of Inc. (DRI), an econometric modeling for the Olympia Brewing Company. The
crises; Marketing strategy; Planning company, to forecast sales by market model is dependent upon econometric
Length: 7p segment. The first step was to estimate forecasts of age and income segments.
Supplementary Materials: Teaching sales for the most recent years and then, Several questions could be raised about
Note, (HKU310), 7p, by Bennett Yim, based on the growth of each of the the assumptions of the model. One
Vincent Mak segments, project sales into the future. validation is its apparent ability to predict
Year New: 2004 DRI's estimates of current sales differed sales in the past. A follow-up to Olympia
from known levels by a factor of two. Brewing Co. (B).
R0104J The problem is one of reconciling the Geographic Setting: United States
Title: The Old Pillars of New Retailing data to known levels. May be used with Industry Setting: Beef industry
Author(s): Berry, Leonard L. Olympia Brewing Co.: Market Company Size: mid-size
Publication Date: 04/01/2001 Forecasting (B) and (C). Gross Revenues: $354 million sales
Product Type: Harvard Business Geographic Setting: United States Subjects: Beverages; Forecasting;
Review Article Industry Setting: Beef industry Market research; Market segmentation;
Abstract: Despite the harsh realities of Company Size: mid-size Models; Planning
retailing, the illusion persists that Gross Revenues: $354 million sales Length: 9p
magical tools can help companies Subjects: Beverages; Forecasting; Supplementary Materials: Teaching
overcome the problems of fickle Market research; Polls & surveys; Note, (580163), 11p, by David J.
consumers, price-slashing competitors, Statistical analysis Reibstein, George S. Yip
and mood swings in the economy. Such Length: 18p
583049 mobile telecommunication services in with Leon Panetta

Title: Olympia Brewing Co.: Market Italy in December 1995. Competing Author(s): Panetta, Leon; Bierck,
Forecasting (Condensed) against the Italian monopoly, TIM, Richard
Author(s): Yip, George S.; Brainard, Omnitel had positioned its services to be Publication Date: 09/01/2000
Caroline P. better on the quality dimension. Product Type: Harvard Management
Publication Date: 11/19/1982 However, sales were significantly below Communication Letter Article
Product Type: Case (Field) expectations. In order to develop a new Abstract: In this interview, former White
Abstract: Olympia Brewing Co. had strategy, Omnitel conducted extensive House chief of staff Leon Panetta
contracted with Data Economics, Inc., an marketing research. This research explains how to handle the press.
econometric modeling company to identified the varying needs of different Subjects: Interviews; Management of
forecast sales by market segment. DEI customer segments. Omnitel now had to crises; Politics
uses a demographics approach which decide whether to attack a new segment Length: 2p
requires consumption rates by age- with a new service plan, "LIBERO," to List Price: $4.50
income-sex cells. DEI designs a improve on past performance.
questionnaire to collect this data, and Geographic Setting: Italy R0312C
completes the model. What strategic Industry Setting: Telecommunications Title: The One Number You Need to
implications do the forecasts hold? A industry Grow
condensation of the (A), (B), and (C) Number of Employees: 572 Author(s): Reichheld, Frederick F.
cases by D. Reibstein. Gross Revenues: $400 million Publication Date: 12/01/2003
Geographic Setting: United States revenues Product Type: Harvard Business
Industry Setting: Beef industry Subjects: Global Research Group; Italy; Review Article
Company Size: mid-size Market research; Market segmentation; Abstract: Companies spend lots of time
Gross Revenues: $350 million sales Market selection; Marketing strategy; and money on complex tools to assess
Subjects: Beverages; Demographics; Telecommunications customer satisfaction. But they're
Market segmentation; Models; Strategic Length: 24p measuring the wrong thing. The best
market planning Supplementary Materials: Teaching predictor of top-line growth can usually
Length: 25p Note, (501075), 10p, by Rajiv Lal, Carin- be captured in a single survey question:
Isabel Knoop, Suma Raju Would you recommend this company to
9-708-490 a friend? This finding is based on two
Title: Olympia Machine Company, Inc. 503S15 years of research in which a variety of
Author(s): Cespedes, Frank V.; Title: Omnitel Pronto Italia, Spanish survey questions were tested by linking
Shapiro, Benson P. Version the responses with actual customer
Publication Date: 02/26/2008 Author(s): Lal, Rajiv; Knoop, Carin- behavior--purchasing patterns and
Product Type: Case Isabel; Raju, Suma referrals--and ultimately with company
Abstract: The management team of an Publication Date: 08/28/2000 growth. Surprisingly, the most effective
industrial equipment supplier is debating Revision Date: 08/10/2001 question wasn't about customer
the company's method of compensating Product Type: LACC Case satisfaction or even loyalty per se. In
salespeople. Different executives have Abstract: Soon after launching its most of the industries studied, the
offered different alternatives to the mobile telecommunication services in percentage of customers enthusiastic
current method of straight salary plus Italy in December 1995 Omnitel faced a enough about a company to refer it to a
expenses. Each option has different difficult situation. Competing against the friend or colleague directly correlated
implications for business strategy, Italian monopoly, TIM, Omnitel had with growth rates among competitors.
organization, control systems, and sales positioned its services to be better on Willingness to talk up a company or
management requirements. As a result, the quality dimension. However, sales product to friends, family, and colleagues
the case raises issues and analytics were significantly below expectations. In is one of the best indicators of loyalty
relevant to topics such as aligning order to develop a new strategy, Omnitel because of the customer's sacrifice in
strategy and organization, strategy conducted extensive marketing making the recommendation. When
implementation, and cross-functional research. This research identified the customers act as references, they do
incentive systems as well as sales varying needs of different customer more than indicate they've received
management. segments. Omnitel now had to decide good economic value from a company;
Number of Employees: 200 whether to attack a new segment with a they put their own reputations on the
Gross Revenues: $47 million new service plan, "LIBERO," to improve line. The findings point to a new, simpler
Event Year Start: 2008 on past performance. Appropriate for a approach to customer research, one
Event Year End: 2008 first year marketing course. directly linked to a company's results.
Subjects: NO Geographic Setting: Italy Subjects: Consumer behavior;
SUBJECTS(KEYWORDS) Industry Setting: Telecommunications Customer retention; Growth
Length: 12p industry management; Growth strategy; Loyalty
Year New: 2008 Number of Employees: 572 Length: 9p
Gross Revenues: $400 million NEW
501002 revenues
Title: Omnitel Pronto Italia Subjects: Global Research Group; Italy; 5534
Author(s): Lal, Rajiv; Knoop, Carin- Market research; Market segmentation; Title: The One Number You Need to
Isabel; Raju, Suma Market selection; Marketing strategy; Grow (HBR OnPoint Enhanced Edition)
Publication Date: 08/28/2000 Telecommunications Author(s): Reichheld, Frederick F.
Revision Date: 09/26/2005 Length: 25p Publication Date: 12/01/2003
Product Type: Case (Field) Product Type: HBR OnPoint Article
Abstract: Describes the situation faced C0009B Abstract: Companies spend lots of time
by Omnitel soon after launching its Title: On the Firing Line: An Interview and money on complex tools to assess
customer satisfaction. But they're describes second-generation peer-to- Number of Employees: 190
measuring the wrong thing. The best peer services (e.g., Gnutella) as well as Gross Revenues: $200 million
predictor of top-line growth can usually paid subscription services (e.g., revenues
be captured in a single survey question: MusicNet, pressplay). Teaching Subjects: Auctions; Brand
Would you recommend this company to Purpose: Provides an opportunity to management; Consumer behavior;
a friend? This finding is based on two discuss pricing, product bundling, and Electronic commerce; Internet;
years of research in which a variety of promotion-related issues as they pertain Marketing management; New economy;
survey questions were tested by linking to online music distribution. Suppliers
the responses with actual customer Industry Setting: Entertainment Length: 17p
behavior--purchasing patterns and industry Supplementary Materials: Teaching
referrals--and ultimately with company Subjects: Consumer marketing; Note, (500022), 14p, by Youngme Moon
growth. Surprisingly, the most effective Internet; Pricing
question wasn't about customer Length: 19p 593019
satisfaction or even loyalty per se. In Title: Ontario Hydro (A)
most of the industries studied, the 9-508-S01 Author(s): Quelch, John A.; Palter, Elisa
percentage of customers enthusiastic Title: Onsale, Inc., Spanish Version M.
enough about a company to refer it to a Author(s): Moon, Youngme Publication Date: 12/16/1992
friend or colleague directly correlated Publication Date: 02/08/1999 Revision Date: 11/17/1993
with growth rates among competitors. Revision Date: 05/17/1999 Product Type: Case (Field)
Willingness to talk up a company or Product Type: LACC Case Abstract: An Ontario Hydro task force is
product to friends, family, and Abstract: Onsale has been a pioneer in meeting to discuss the communications
colleagues is one of the best indicators electronic commerce, offering excess program to "market," both internally and
of loyalty because of the customer's and refurbished goods using an online externally, a 25-year electricity demand-
sacrifice in making the recommendation. auction format. The company is now supply plan entitled "Producing the
When customers act as references, they planning to become a player in the Balance of Power."
do more than indicate they've received highly competitive world of first-run Geographic Setting: Canada
good economic value from a company; computer merchandise as well. Industry Setting: Utilities
they put their own reputations on the However, unlike other computer Company Size: large
line. The findings point to a new, simpler resellers whose business models are Gross Revenues: $6.5 billion revenues
approach to customer research, one based on gross margins, the new Subjects: Canada; Energy;
directly linked to a company's results. Onsale model is based on the idea of Environmental protection; Management
Subjects: Customer retention; Growth fixed commissions. The case poses a communication; Marketing strategy;
management; Growth strategy; Loyalty number of issues raised by the new Public utilities
Length: 12p model, including supplier relationships Length: 20p
List Price: $6.50 and brand image management. Supplementary Materials: Supplement
NEW Geographic Setting: California (Field), (593020), 2p, by John A. Quelch,
Industry Setting: E-commerce Elisa M. Palter; Supplement (Field),
502093 Number of Employees: 190 (593069), 1p, by John A. Quelch, Elisa
Title: Online Music Distribution in a Gross Revenues: $200 million M. Palter; Teaching Note, (594016), 9p,
Post-Napster World revenues by John A. Quelch
Author(s): Moon, Youngme Subjects: NO
Publication Date: 06/19/2002 SUBJECTS(KEYWORDS) 593020
Revision Date: 09/13/2005 Length: 15p Title: Ontario Hydro (B)
Product Type: Case (Library) Year New: 2007 Author(s): Quelch, John A.; Palter, Elisa
Abstract: Provides a description of the M.
rise and decline of Napster, the free 599091 Publication Date: 12/14/1992
Internet music-swapping service. Also Title: Onsale, Inc. Revision Date: 11/09/1993
describes second-generation peer-to- Author(s): Moon, Youngme Product Type: Supplement (Field)
peer services (e.g., Gnutella) as well as Publication Date: 02/08/1999 Abstract: In 1991, the Ontario Hydro
paid subscription services (e.g., Revision Date: 05/17/1999 task force reviews the results of the
MusicNet, pressplay). Product Type: Case (Field) initial communications program for the
Industry Setting: Entertainment Abstract: Onsale has been a pioneer in demand-supply plan. In addition, a new
industry electronic commerce, offering excess communications challenge faces the
Subjects: Consumer marketing; and refurbished goods using an online task force, since the plan has not been
Internet; Pricing auction format. The company is now approved as quickly as anticipated. Must
Length: 18p planning to become a player in the be used with: (593019) Ontario Hydro
Supplementary Materials: Teaching highly competitive world of first-run (A).
Note, (506058), 11p, by Youngme Moon computer merchandise as well. Geographic Setting: Canada
However, unlike other computer Industry Setting: Utilities
9-504-S06 resellers whose business models are Subjects: Canada; Energy;
Title: Online Music Distribution in a based on gross margins, the new Environmental protection; Management
Post-Napster World, Spanish Version Onsale model is based on the idea of communication; Marketing strategy;
Author(s): Moon, Youngme fixed commissions. The case poses a Public utilities
Publication Date: 06/19/2002 number of issues raised by the new Length: 2p
Product Type: LACC Case model, including supplier relationships Supplementary Materials: Teaching
Abstract: Provides a description of the and brand image management. Note, (594016), 9p, by John A. Quelch
rise and decline of Napster, the free Geographic Setting: California
Internet music-swapping service. Also Industry Setting: E-commerce
593069 including price, sales force, size, and Length: 3p

Title: Ontario Hydro (C) location. Allows data for computation of Supplementary Materials: Teaching
Author(s): Quelch, John A.; Palter, Elisa economic benefit to farmers. Includes Note, (589063), 8p, by Patrick J.
M. state-by-state chicken population data Kaufmann
Publication Date: 12/16/1992 for planning a rollout sales program.
Revision Date: 11/09/1993 Software for this case is available (9- R0310H
Product Type: Supplement (Field) 588-539). May be used with: (581112) Title: Optimal Marketing
Abstract: Summarizes events in 1992 Optical Distortion, Inc. (B); (588539) Author(s): Corstjens, Marcel; Merrihue,
bearing on the plan's implementation. Optical Distortion, Inc. (A), Master Jeffrey
Must be used with: (593019) Ontario Diskette; (589011) Optical Distortion, Publication Date: 10/01/2003
Hydro (A). Inc. (C): The 1988 Reintroduction. Product Type: Harvard Business
Geographic Setting: Canada Geographic Setting: California Review Article
Industry Setting: Utilities Industry Setting: Poultry & egg Abstract: Companies selling multiple
Subjects: Canada; Energy; production products in multiple territories face the
Environmental protection; Management Subjects: Agriculture; Entrepreneurship; difficult question of how to allocate
communication; Marketing strategy; Marketing strategy; Pricing strategy; marketing resources. But comparing the
Public utilities Product introduction; Sales promotions profit potential of, say, razors in
Length: 1p Length: 11p Germany with batteries in the United
Supplementary Materials: Teaching Supplementary Materials: Teaching Kingdom is a difficult analytical task that
Note, (594016), 9p, by John A. Quelch Note, (577161), 11p, by Christopher H. demands reams of data. Finding the
Lovelock optimal answer is only half the battle.
M12029 BESTSELLER The rest involves the political and
Title: Operations Management organizational challenge of shifting the
Simulation Brochure 589011 money around. One company,
Publication Date: 05/30/2008 Title: Optical Distortion, Inc. (C): The Samsung, overcame these challenges
Product Type: Other 1988 Reintroduction by using hard data, not intuition, to
Abstract: Marketing Material. Author(s): Kaufmann, Patrick J. allocate its marketing dollars. Marketing
Subjects: NO Publication Date: 08/04/1988 executives undertook an intensive 18-
SUBJECTS(KEYWORDS) Revision Date: 07/17/1990 month project to gather diverse and
Length: 0p Product Type: Case (Field) detailed information about more than
List Price: 0 Abstract: In 1988, Optical Distortion, 400 possible product-category and
Inc. was ready to reintroduce its only country combinations. It collected all that
502S36 product, contact lenses for chickens. data in a single, easy-to-access site and
Title: Optical Distortion, Inc. (A), Tests had shown that the lenses used the software's analytical power to
Spanish Version significantly reduced bird aggression and predict the impact of different allocation
Author(s): Clarke, Darrel G.; Wise, feed costs, leading to potentially huge scenarios. Such what-if testing enables
Randall E. cost savings for egg producers. In the management to find the budget
Publication Date: 08/09/2002 years since the (A) case, margins for allocation that will yield the highest total
Product Type: LACC Case egg producers had become so small that marketing ROI. Samsung also worked to
Abstract: A new product, contact lenses if a large producer could sustain a anticipate and defuse organizational
for chickens, is to be introduced by a significant cost advantage, many small resistance to change. May be used with:
small firm formed to market the product. producers could be forced out of (503036) Tesco Plc.; (504051)
An entry strategy must be planned business. In this case the company's Samsung Electronics Co.: Global
including price, sales force, size, and only salesperson must decide whether to Marketing Operations.
location. Allows data for computation of concentrate on closing a sale to an Industry Setting: Telephone industry
economic benefit to farmers. Includes aggressive major producer who may Subjects: Competition; Marketing
state-by-state chicken population data demand all the company's capacity for implementation; Marketing information
for planning a rollout sales program. the next year, or to spend time systems; Marketing mixes; Marketing
Geographic Setting: California spreading the word to smaller more planning; Marketing strategy; Resource
Industry Setting: Poultry & egg vulnerable producers. In doing so, he allocation; Return on investment
production faces the difficulty of convincing the Length: 11p
Subjects: Agriculture; Entrepreneurship; farmers that cost savings which appear NEW
Marketing strategy; Pricing strategy; "too good to be true" are, in fact, real.
Product introduction; Sales promotions The case is short and can be used in 594071
Length: 11p conjunction with Optical Distortion, Inc. Title: Orbital Sciences Corp.:
Year New: 2007 (A). In addition to the ethical issues, it ORBCOMM
also raises issues of sales strategy and Author(s): Quelch, John A.; Harper,
the diffusion of innovations, and can be Jamie
575072
used to examine negotiation strategies. Publication Date: 12/13/1993
Title: Optical Distortion, Inc. (A)
May be used with: (575072) Optical Revision Date: 06/30/1994
Author(s): Clarke, Darrel G.; Wise,
Distortion, Inc. (A); (581112) Optical Product Type: Case (Field)
Randall E.
Distortion, Inc. (B). Abstract: Orbital Communications
Geographic Setting: United States Corp., a subsidiary of Orbital Sciences
Industry Setting: Agriculture industry Corp., is developing a global two-way
Company Size: start-up wireless data communications system,
Abstract: A new product, contact lenses
Subjects: Agriculture; Ethics; Marketing called "ORBCOMM," based on a 26-
for chickens, is to be introduced by a
management; Negotiations; Product satellite constellation in low earth orbit.
small firm formed to market the product.
introduction; Sales strategy Service is scheduled to begin in the
An entry strategy must be planned
United States in late 1994, followed by a Narayandas industry

rollout to international markets in 1995. Subjects: Department stores; Marketing
The case focueses on ORBCOMM's 595526 information systems; Organizational
international potential, but also considers Title: Orbital Sciences Corp.: Pegasus behavior; Retailing
its competition and U.S. marketing Launch, Video Length: 26p
strategy--including sales and distribution, Author(s): Quelch, John A.
pricing, and marketing to regulators. A Publication Date: 06/15/1995 590041
video (9-595-526) is available for use Product Type: Case Video Title: Organizing and Implementing the
with this case. Withdrawn 08/18/97. Abstract: Shows the launch of Marketing Effort: Course Overview
Geographic Setting: Dulles, VA company's new Pegasus rocket booster. Author(s): Cespedes, Frank V.
Industry Setting: Real estate Must be used with: (598027) Orbital Publication Date: 10/26/1989
Number of Employees: 1,165 Sciences Corp.: ORBCOMM. Product Type: Note
Gross Revenues: $174 million Industry Setting: Communications Abstract: Written for students in an
revenues industry; Telecommunications industry elective MBA course that deals with
Subjects: Communications industry; Subjects: Communications industry; organizational and implementation
International business; International International business; International issues in marketing. Provides an
marketing; Marketing strategy; marketing; Marketing strategy; introduction to the topic and outlines the
Telecommunications Telecommunications issues inherent in the two main sections
Length: 29p Length: 4 min of the course: 1) Managing Customer
Supplementary Materials: Teaching List Price: $150.00 Encounters: Field Marketing
Note, (596086), 7p, by John A. Quelch Requirements, and 2) Managing
M282 Marketing Resources: Organization and
598027 Title: Orchard Supply Hardware Stores Control.
Title: Orbital Sciences Corp.: Author(s): Lal, Rajiv; Lawrence, Subjects: Marketing implementation;
ORBCOMM Jennifer B.; Parr, Josie Marketing management; Marketing
Author(s): Narayandas, Das; Quelch, Publication Date: 12/01/1996 organization; Sales management
John A. Product Type: Case (Field) Length: 12p
Publication Date: 08/15/1997 Publisher: Stanford University
Product Type: Case (Field) Abstract: Orchard Supply Hardware 84615
Abstract: In late 1993, Orbital (OSH) built a successful business in the Title: Organizing for High-Tech
Communications Corp. (OCC), a northern California home improvement Marketing
subsidiary of Orbital Sciences Corp., is market. Despite strong competition in Author(s): Shanklin, William L.; Ryans,
developing a global two-way wireless the industry, OSH had clearly defined its John K., Jr.
data communications system, called position and was able to stay in the Publication Date: 11/01/1984
"ORBCOMM," based on a 26-satellite market with dominating players such as Product Type: Harvard Business
constellation in low earth orbit. Service is Home Depot. OSH faced the opportunity Review Article
scheduled to begin in the United States to expand its business into southern Abstract: Companies that link research
in late 1994, followed by a rollout to California through the liquidation of one and development (R&D) and marketing
international markets in 1995. The case market player. However, this new market can effectively anticipate, analyze, and
focuses on OCC's marketing strategy in was a stronghold of OSH's fiercest exploit market opportunities. The
the years prior to the product/service competitor and presented several makeup of the marketing and R&D team
being available. Provides details on how challenges, including distribution depends on whether the product or
the firm has defined its markets and limitations. application is in development or being
estimated the demand for the United Geographic Setting: San Jose, CA sold. Top management must forge the
States and international markets. There Industry Setting: Hardware & fastener linkage between marketing and R&D, so
is also a rich discussion of other parts of industry each group is concerned not only with
OCC's marketing strategy including Gross Revenues: $370 million market planning but also with offering
product design and development, revenues directions for new research and
marketing to regulatory bodies, Subjects: Expansion; Growth strategy; applications.
development of the sales organization to Marketing mixes; Product lines; Retailing Subjects: High technology products;
include channel partners to enter the Length: 23p Marketing organization; Marketing
domestic and international markets, Supplementary Materials: Teaching strategy; Product planning & policy;
pricing strategy, and the role of Note, (M282T), 11p, by Rajiv Lal, Research & development
competition. A rewritten version of an Jennifer B. Lawrence, Josie Parr Length: 8p
earlier case.
581027 89605
Industry Setting: Telecommunications
Title: Organizational Barriers to Title: The Origin of Strategy
industry
Department Store Success Author(s): Henderson, Bruce D.
Number of Employees: 25
Author(s): Salmon, Walter J.; Powers Publication Date: 11/01/1989
Subjects: Communications industry;
LJ Product Type: Harvard Business
International business; International
Publication Date: 09/01/1980 Review Article
marketing; Marketing strategy;
Product Type: Note Abstract: Two businesses that deal in
Telecommunications
Abstract: Presents research on the the same goods and services, in the
Length: 22p
critical organizational problems of multi- same territory and with the same
Supplementary Materials: Case Video,
unit department stores--namely the clientele, cannot coexist equally.
(595526), 4 min, by John A. Quelch;
relationship between home office buyers Therefore, market share is a
Teaching Note, (598117), 12p, by Das
and branch store personnel. meaningless number unless a
Industry Setting: Retail industry; Retail competitor defines the market in terms of
the differences that separate it from its Review Article fashion center, influencing styles in other
rivals. The essence of the contest lies in Abstract: Marketing is becoming more Asian countries such as China and
extending the boundary of one's analytic and less creative. That's why, Korea and drawing the attention of trend
advantage and preventing customers HBS professors Gail McGovern and watchers and fashion journalists from
from doing the same. Because market John Quelch assert, more companies around the world.
equilibrium can be upset at any time, are finding it makes sense to outsource Geographic Setting: Japan
strategy comes into play. Strategy many marketing functions. May be used Industry Setting: Apparel industry
involves the search for a plan of action with: (507701) Measuring Marketing Event Year End: 2005
that will create and compound Performance. Subjects: NO
competitive advantage--in desperately Subjects: Marketing management; SUBJECTS(KEYWORDS)
short time periods. Operations management Length: 15p
Subjects: Market share; Marketing Length: 2p Year New: 2005
strategy Year New: 2005
Length: 4p 593108
587039 Title: P&G and Everyday Low Prices
597051 Title: Overly Hautz Co.--1985 Author(s): Greyser, Stephen A.;
Title: Oscar Mayer: Strategic Marketing Author(s): Shapiro, Benson P.; Cline, Langford, Nancy
Planning Craig E. Publication Date: 05/17/1993
Author(s): Quelch, John A.; Kotchen, Publication Date: 07/03/1986 Revision Date: 07/25/1994
Dan; Drane, Robert Product Type: Case (Field) Product Type: Case (Library)
Publication Date: 01/22/1997 Abstract: Concerns the custom Abstract: P&G has decided to
Revision Date: 03/20/1998 fabrication part of a small industrial significantly reduce the trade allowance
Product Type: Case (Field) sheet metal fabricator. Because the money paid to supermarkets. The case
Abstract: The marketing director of custom operation has been a consistent encompasses P&G's rationale, retailers'
Oscar Mayer faces a series of strategic money loser, the president of the reactions, and consumer shopping
marketing options regarding established company must decide whether to stay in behavior (especially regarding
and new products, including budget and the business. If he decides to stay, he "warehouse club" stores). Teaching
capacity allocation decisions. must develop a way to improve Purpose: To illustrate changes in major
Geographic Setting: United States profitability. Several likely alternatives brand manufacturer reactions to both
Industry Setting: Food industry are provided. retailer trade allowance practices and
Gross Revenues: $1.9 billion revenues Geographic Setting: Cleveland, OH the growth of "warehouse club" stores
Subjects: Food; New product Industry Setting: Fabricated metals vs. traditional supermarkets.
marketing; Product development; Company Size: small Geographic Setting: United States
Product planning & policy Gross Revenues: $3.4 million sales Industry Setting: Retail industry
Length: 14p Subjects: Industrial markets; Metals; Subjects: Brands; Consumer behavior;
Supplementary Materials: Teaching Pricing; Product planning & policy; Consumer goods; Consumer marketing;
Note, (597052), 6p, by John A. Quelch, Profitability analysis Retailing; Sales promotions
Dan Kotchen, Robert Drane Length: 21p Length: 4p
586020 505068 587152

Title: Otasco, Inc. Title: Overview of the Japanese Apparel Title: PBS National Advertising Plan
Author(s): Salmon, Walter J.; Market Author(s): Greyser, Stephen A.;
Monaghan DW Author(s): Lal, Rajiv; Han, Arar Teopaco, John L.
Publication Date: 07/22/1985 Publication Date: 06/14/2005 Publication Date: 02/02/1987
Revision Date: 12/01/1989 Product Type: Note Product Type: Case (Field)
Product Type: Case (Field) Abstract: Provides an overview of the Abstract: PBS (the U.S. national
Abstract: What strategy should be Japanese apparel market, which was a noncommercial television system) is
pursued by an auto and home supply 13.1 trillion yen industry in 2003, considering whether or not to make a
store chain that has recently been reflecting 5.5% year-over-year shrinkage $20 million annual commitment for three
through a leveraged buyout that has since 1997, when retailers logged 17.5 years in advertising aimed at increasing
stretched its financial resources? trillion yen in sales. Compared to their viewership among existing PTV viewing
Geographic Setting: Southwestern global counterparts, Japanese apparel households. The vehicle for the
United States shoppers in the 12 to 35 age bracket are advertising would be commercial
Industry Setting: Retail industry considered to be extremely fashion television. Provides background on
Company Size: mid-size sensitive. Because these consumers public broadcasting and its audience and
Gross Revenues: $300 million sales commit a disproportionately large detailed results of a test market study of
Subjects: Appliances; Financial amount of their disposable income to the proposed advertising plan.
analysis; Market analysis; fashion goods, the Japanese apparel Geographic Setting: United States
Merchandising; Retailing; Strategy market has been very attractive to global Industry Setting: Television
formulation players such as Inditex, parent of Zara. Company Size: large
Length: 18p Moreover, it is considered a promising Subjects: Advertising; Entertainment
market for small niche retailers and industry
F0503J boutiques featuring up-and-coming Length: 42p
Title: Outsourcing Marketing designers, many of which are flourishing
Author(s): McGovern, Gail; Quelch, in areas of Tokyo such as the renowned 576211
John A. Harajuku district. By the turn of the 21st Title: PCM (A)
Publication Date: 03/01/2005 century, Japan's chic apparel shoppers Author(s): Abell, Derek F.; D''Cruz JR;
Product Type: Harvard Business have enabled Tokyo to become a D'Cruz, Joseph R.; D'Cruz, Joseph R.; ;
D'Cruz, Joseph R. industry community. Also, was AAHS making a

Publication Date: 04/06/1976 Number of Employees: 70,000 positive contribution to the company?
Revision Date: 03/08/1977 Gross Revenues: $20 billion revenues Finally, competition for African
Product Type: Case (Library) Subjects: Advertising; Customer Americans' business was intensifying
Abstract: IBM is faced with competition retention; Health care policy; Marketing among health insurance providers. In
from independent manufacturers who strategy; Pharmaceuticals; Regulation; 2006, AAHS had to define its purpose
are marketing plug compatible Resource allocation more clearly in the face of growing
peripherals for IBM systems. IBM has to Length: 19p competition. The initiative also needed to
decide what action to take to protect its Supplementary Materials: Teaching decide on a customer acquisition
market. Note, (506053), 17p, by Marta Wosinska approach. Was it really a goodwill
Geographic Setting: United States Year New: 2004 program designed primarily to educate
Industry Setting: Computer industry and inform African Americans? Or, was
Company Size: large 9-508-708 AAHS a powerful acquisition tool that
Subjects: Competition; Computer Title: PSI India -- Will Balbir Pasha Help should be integrated more directly into
industry; Marketing strategy; Strategic Fight AIDS? (A) and (B), Supporting PacifiCare's mainstream customer
planning Video DVD acquisition strategy?
Length: 34p Author(s): Ofek, Elie Geographic Setting: United States
Publication Date: 06/01/2008 Industry Setting: Health care industry
577104 Product Type: Case Video, DVD Subjects: NO
Title: PCM (B) Abstract: An abstract is not available for SUBJECTS(KEYWORDS)
Author(s): Abell, Derek F.; D''Cruz JR; this product. Length: 29p
D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; Subjects: NO Year New: 2006
D'Cruz, Joseph R. SUBJECTS(KEYWORDS)
Publication Date: 01/25/1977 Length: 3 min 99A006
Revision Date: 03/01/1977 Year New: 2007 Title: Pacific Western Brewing Co.:
Product Type: Case (Library) Going Organic
Abstract: Describes the legal outcome 9-508-709 Author(s): Kennedy, John R.; Gleave,
of the IBM-Telex suit. Deals with the Title: PSI India -- Will Balbir Pasha Help Tom
competitive inroads made by plug Fight AIDS? (A) and (B), Supporting Publication Date: 03/25/1999
compatible manufacturers (PCMs) in the Video, VHS Product Type: Case (Field)
computer peripheral industry. To be Author(s): Ofek, Elie Publisher: Richard Ivey School of
used sequentially with the (A) case. Publication Date: 06/01/2008 Business/UWO
Geographic Setting: United States Product Type: Case Video Abstract: The president of Canadian-
Industry Setting: Computer industry Abstract: The video contains television based Pacific Western Brewing Co. is
Subjects: Competition; Computer spots as part of the PSI India campaign preparing a Japan market entry strategy
industry; Marketing strategy; Strategic against AIDS. for the company's newly developed
planning Subjects: NO organic beer. Although she has
Length: 2p SUBJECTS(KEYWORDS) considerable experience in Japan,
Length: 3 min several factors are at play which make
505035 List Price: $150.00 this product entry particularly
Title: PROPECIA: Helping Make Hair Year New: 2007 challenging. First the product is unlike
Loss History any other in the market. Second,
Author(s): Wosinska, Marta; Moon, Japanese consumer behavior is
M312
Youngme undergoing a revolution. Third, the
Title: PacifiCare's African American
Publication Date: 08/24/2004 company's last product launch in Japan
Health Solutions (AAHS)
Revision Date: 07/20/2006 failed. Therefore, there is a higher than
Author(s): Lowery, Brian; Wheeler, S.
Product Type: Case (Field) normal level of risk associated with the
Christian; Denend, Lyn
Abstract: In late 1997, Tom Casola, product launch.
brand manager for Propecia, debates Geographic Setting: Canada; Japan
the best approach to market this Industry Setting: Food industry
breakthrough one-a-day pill for hair loss. Company Size: mid-size
Abstract: PacifiCare's African American
This launch would be atypical for a Subjects: Beverages; Canada;
Health Solutions (AAHS) focused on
prescription drug because of the key Consumer behavior; Distribution;
improving the health outcomes of African
position of the consumer. As a result, the International marketing; Japan; Market
Americans by providing culturally
team's experience of past launches has entry; Pricing
sensitive health education, health
little bearing on how its two available Length: 20p
improvement opportunities, and access
instruments, physician detailing and Supplementary Materials: Teaching
to high-quality health care services. By
direct-to-consumer advertising, might Note, (899A06), 15p, by Tom Gleave
early 2006, approximately two years
play out in this case. Three issues after the program's inception, the
present themselves as new: the form of initiative had made significant headway 593057
advertising, the consumer message, and in its two primary markets of Dallas and Title: Packaged Products Co.: Handy-
the balance between consumer and Los Angeles. In the new year, however, Pak Introduction
physician marketing efforts. The ensuing AAHS would face new challenges. Author(s): Cespedes, Frank V.; Goode,
discussion allows participants to explore Limited information was captured and Laura
the goals of and interdependence tracked regarding the program's Publication Date: 11/10/1992
between various marketing instruments. potential effect on the level of risk in the Revision Date: 06/07/1994
Geographic Setting: United States company's portfolio, and little was known Product Type: Case (Field)
Industry Setting: Pharmaceutical about the profitability of the target Abstract: The product manager and the
market research director for a new line Author(s): Beamish, Paul W.; Goerzen, be the first to have gotten it "right" in the
of snacking nuts are reviewing options Anthony PDA (personal digital assistant) market.
concerning the upcoming roll-out of the Publication Date: 12/04/1998 Palm Computing has designed a
product. These options include changes Revision Date: 12/18/2000 radically new product which will appeal
in pricing, promotional plans, and Product Type: Case (Field) to certain market segments. However, it
salesforce incentives intended to build Publisher: Richard Ivey School of is unclear how Palm Computing will fare
support for the products across the Business/UWO against industry giant, Microsoft.
various distribution and trade channels Abstract: Palliser is a large, successful Geographic Setting: California
required for targeted sales goals. family-owned furniture manufacturer in Industry Setting: Computer industry
Geographic Setting: United States Manitoba, Canada, that must respond to Subjects: Competition; Computer
Industry Setting: Consumer products the increasingly global nature of its industry; New product marketing
Company Size: large business. Its current business strategy, a Length: 20p
Number of Employees: 1,000 product of international trade
Gross Revenues: $1 billion revenues liberalization, is clearly centered on 576022
Subjects: Consumer marketing; Food; exports to the United States. However, Title: Paper Distributors, Inc. (A)
Marketing implementation; Marketing management perceives risks and Author(s): Shapiro, Benson P.
management; Marketing organization; limitations to growth with its current Publication Date: 07/01/1975
Product management; Sales product/market position and must decide Revision Date: 11/05/1975
management whether and how to change. Product Type: Case (Field)
Length: 20p Management is faced with a foreign Abstract: Presents background on the
Supplementary Materials: Teaching entry mode decision in Mexico and/or paper merchant (wholesaling) industry
Note, (595022), 14p, by Frank V. China. This case is suitable for a course and describes Paper Distributors, Inc.
Cespedes on international management, Geographic Setting: Pittsburg, PA
international marketing, or strategic Industry Setting: Paper industry
BH231 management. Company Size: small
Title: Paid Search: The Innovation that Geographic Setting: Canada; United Gross Revenues: $10 million sales
Changed the Web States; Mexico; China Subjects: Paper industry; Sales
Author(s): Laffey, Des Industry Setting: Furniture industry management; Wholesaling
Publication Date: 05/15/2007 Company Size: large Length: 8p
Product Type: Business Horizons Subjects: Canada; China; Furniture;
Article International business; Market entry;
576023
Publisher: Business Horizons/Indiana Mexico; Plant location
Title: Paper Distributors, Inc. (B)
University Length: 17p
Abstract: Search engines are key to the Supplementary Materials: Teaching
operation of the World Wide Web. This Note, (898M36), 9p, by Paul W.
centrality, however, presents challenges: Beamish, Anthony Goerzen
Abstract: Presents a day and a half in
search engine providers face the the the life of a paper salesperson. The
problem of revenue generation when 503S43 student can evaluate performance and
users expect free content, whilst Title: Palm Computing: The Pilot activities and discuss methods of
advertisers need to attract the interest of Organizer, Spanish Version improving the salesperson's
searchers. The innovation that Author(s): Kosnik, Thomas J.; Atluru, performance.
effectively addresses these challenges is Rajesh; Wasserstein, Kevin Geographic Setting: Pittsburg, PA
the use of text advertisements based Publication Date: 09/24/1998 Industry Setting: Paper industry
upon search topic, known as paid Revision Date: 12/15/1998 Company Size: small
search. The method entails advertisers Product Type: LACC Case Gross Revenues: $10 million sales
competing for top listing position through Abstract: Palm Computing appears to Subjects: Paper industry; Sales
bidding in ongoing auctions and then be the first to have gotten it "right" in the management; Wholesaling
paying when users click on their PDA (personal digital assistant) market. Length: 14p
advertisements, making paid search a Palm Computing has designed a
flexible and accountable form of radically new product which will appeal
576024
advertising. Since its introduction in to certain market segments. However, it
Title: Paper Distributors, Inc. (C)
1998, paid search has become the is unclear how Palm Computing will fare
dominant form of online advertising and against industry giant, Microsoft.
led to Google's $140 billion market Geographic Setting: California
capitalization in 2006. Analyzes the Industry Setting: Computer industry
emergence of paid search and the Subjects: Competition; Computer
Abstract: The sales manager of a paper
mechanics of its operation, and offers industry; New product marketing
merchant is asked to choose among
managers guidance on its effective Length: 21p
three prospective sales people. He has
usage.
applications and other material. Should
Industry Setting: Advertising & public 599040 be used with Paper Distributors, Inc. (A)
relations industries; IT industry Title: Palm Computing: The Pilot which provides background on the
Subjects: NO Organizer industry and company.
SUBJECTS(KEYWORDS) Author(s): Kosnik, Thomas J.; Atluru, Geographic Setting: Pittsburg, PA
Length: 8p Rajesh; Wasserstein, Kevin Industry Setting: Paper industry
Year New: 2007 Publication Date: 09/24/1998 Company Size: small
Revision Date: 12/15/1998 Gross Revenues: $10 million sales
98M036 Product Type: Case (Field) Subjects: Paper industry; Recruitment;
Title: Palliser Furniture Ltd. Abstract: Palm Computing appears to Sales management; Wholesaling
Length: 14p quarters all the while reducing expenses. must understand consumer decision
Supplementary Materials: Supplement We had a dramatic impact on almost all processes and analyze advertising
(Field), (576025), 6p, by Benson P. of our stores. While some are growing at effects from marketing and public policy
Shapiro a single digit rate, we have registered perspectives.
20% to 40% sales growth in many of our Geographic Setting: United States
576025 stores. Turns are up nearly 20% and Industry Setting: Candy &
Title: Paper Distributors, Inc. (D), profitability has improved over 90%. confectionary industry
Supplement Geographic Setting: United States Gross Revenues: $400 million sales
Author(s): Shapiro, Benson P. Industry Setting: Retail industry Subjects: Advertising; Consumer
Publication Date: 07/01/1975 Event Year Start: 2005 behavior; Food; Marketing management;
Revision Date: 04/26/1988 Event Year End: 2005 Public policy
Product Type: Supplement (Field) Subjects: NO Length: 33p
Abstract: Contains objective, SUBJECTS(KEYWORDS)
confidential background on the three Length: 22p 594028
applicants and is designed to be passed Year New: 2007 Title: Partnership for a Drug-Free
out in the middle of class. Must be used America (A)
with: (576024) Paper Distributors, Inc. 580085 Author(s): Rangan, V. Kasturi;
(C). Title: Parker Brothers (A) Moeykens, Barbara; Walsh, Diana
Industry Setting: Paper industry Author(s): Cady, John F. Chapman; Rudd, Rima E.
Subjects: Paper industry; Recruitment; Publication Date: 03/01/1980 Publication Date: 09/13/1993
Sales management; Wholesaling Revision Date: 07/03/1985 Revision Date: 12/27/1993
Length: 6p Product Type: Case (Field) Product Type: Case (Field)
Abstract: Focuses on the decision Abstract: Illustrates key issues that
584015 required of Parker Brothers regarding emerge when a marketing framework is
Title: Parametrics: A Unit of Barry the necessity and advisability of recalling applied to a social cause. Advertising
Wright Corp. a new product that may have been and marketing professionals took up the
Author(s): Corey, E. Raymond; Kinnear, related to the death of two children. anti-drug cause in 1986 with seed
Constance M. Geographic Setting: United States money from the American Association of
Publication Date: 05/04/1984 Industry Setting: Toy industry Advertising Agencies and formed the
Product Type: Case (Field) Subjects: Marketing management; Partnership for a Drug-Free America
Abstract: This small division has Marketing strategy; Product planning & (PDFA). The PDFA continues to be the
developed an innovative and cost-saving policy; Product recalls; Product safety; largest producer of anti-drug advertising
design for a variable speed drive and is Recreation; Toy industry in its attempt to change social norms and
now the leading supplier. Its position is Length: 11p "unsell" illegal drug use. Teaching
now threatened by several large Supplementary Materials: Teaching Purpose: To examine critical decisions
competitors with full product lines and Note, (585034), 5p, by John A. Quelch faced by a national nonprofit group in
strong distribution systems. marketing a social cause. Selection of
Geographic Setting: United States 580086 target audience, strategic direction, and
Industry Setting: Electric power Title: Parker Brothers (B) creative platform are examples of such
Company Size: small Author(s): Cady, John F. decisions.
Subjects: Distribution channels; Electric Publication Date: 03/01/1980 Geographic Setting: New York, NY
industries; Industrial markets Revision Date: 09/29/1982 Industry Setting: Advertising industry
Length: 21p Product Type: Case (Field) Number of Employees: 30
Abstract: Describes the recall program Subjects: Advertising; Health; Market
designed by Parker Brothers following segmentation; Nonprofit organizations
506035
the death of two children, which may Length: 58p
Title: The Parisian Revival
have been related to a new product. Supplementary Materials: Supplement
Author(s): Lal, Rajiv; Knoop, Carin-
Geographic Setting: United States (Field), (594029), 4p, by V. Kasturi
Isabel
Industry Setting: Toy industry Rangan, Barbara Moeykens, Diana
Subjects: Marketing management; Chapman Walsh, Rima E. Rudd; Case
Marketing strategy; Product planning & Video, (594509), 25 min, by Partnership
policy; Product recalls; Product safety; for Drug Free
Abstract: In mid-2005, George Jones
had two jobs: head of Saks Inc.'s 41- Recreation; Toy industry
store Parisian department store chain as Length: 11p 594029
well as president and CEO of the Saks Supplementary Materials: Teaching Title: Partnership for a Drug-Free
Department Store Group (SDSG), an Note, (585034), 5p, by John A. Quelch America (B)
umbrella for seven chains with a total of Author(s): Rangan, V. Kasturi;
182 stores across the United States. In 575044 Moeykens, Barbara; Walsh, Diana
2003 Jones had taken over direct Title: Parkland Foods Corp.: Marketing Chapman; Rudd, Rima E.
management of the faltering in the Midst of a Consumerism Publication Date: 09/13/1993
Birmingham, Alabama-based Parisian, Controversy Revision Date: 11/09/1993
which operated moderate to upscale Author(s): Ward, Scott Product Type: Supplement (Field)
department stores in the southeastern Publication Date: 10/01/1974 Abstract: Discusses the expansion of
United States. By mid-2005, he had Revision Date: 10/01/1979 the Partnership for a Drug-Free America
succeeded in turning the business Product Type: Case (Field) facilitated by the involvement of James
around. According to Jones, "between Abstract: Illustrates how companies can Burke, former CEO of Johnson &
Q2 2003 and Q2 2005, we have respond to consumerism pressures--in Johnson. Teaching Purpose: To
registered eight successive growth this case children's advertising. Students juxtapose two different conceptual
frameworks (marketing and public 505026 his reasons for distributing the movie,
health) toward a health issue in the Title: The Passion of the Christ (B) critical decisions that helped shape the
context of an organizational challenge to Author(s): Quelch, John A.; Elberse, movie's launch, unique challenges and
sustain a large-scale volunteer effort. Anita; Harrington, Anna opportunities in marketing the movie,
Must be used with: (594028) Publication Date: 09/01/2004 and general marketing lessons. Must be
Partnership for a Drug-Free America (A). Revision Date: 02/23/2005 used with: (505025) The Passion of the
Industry Setting: Advertising industry Product Type: Supplement (Library) Christ (A); (505026) The Passion of the
Subjects: Advertising; Health; Market Abstract: Supplements the (A) case. Christ (B).
segmentation; Nonprofit organizations Must be used with: (505025) The Subjects: NO
Length: 4p Passion of the Christ (A). SUBJECTS(KEYWORDS)
Subjects: Advertising; Distribution; Length: 15 min
505025 Entertainment industry; Marketing Year New: 2005
Title: The Passion of the Christ (A) planning; Marketing strategy; New
Author(s): Quelch, John A.; Elberse, product marketing 507705
Anita; Harrington, Anna Length: 4p Title: Patents and Patients, Cipla, Video
Publication Date: 09/01/2004 Supplementary Materials: Case Video, (DVD)
Revision Date: 02/23/2005 (506701), 15 min, by Anita Elberse, John Author(s): Deshpande, Rohit
Product Type: Case (Library) A. Quelch; Case Video, DVD, (506702), Publication Date: 02/27/2007
Abstract: Bob Berney, president of 15 min, by Anita Elberse, John A. Product Type: Case Video
Newmarket Films, must decide on a Quelch Abstract: The head of Cipla, a $325-
distribution and marketing strategy for Year New: 2005 million-dollar Indian pharmaceutical
Mel Gibson's controversial new movie, company and seller of low-cost AIDS
The Passion of the Christ. Fueled by 506701 drugs to South Africa, must decide what
Gibson's star power as well as an Title: The Passion of the Christ: An to do about Cipla's future. With India
extensive prescreening campaign Interview with Bob Berney, President of poised to enforce international patents in
among Christian leaders and others Newmarket Films, Video (VHS) only two years, much of Cipla's product
representing likely target audiences in Author(s): Elberse, Anita; Quelch, John line could become unsaleable (give that
the summer of 2003, the religious movie A. it is based on product patents protected
had started to generate publicity in Publication Date: 08/01/2005 in industrialized countries). Describes
mainstream media. Five months prior to Product Type: Case Video Cipla's role in forcing global
the film's scheduled opening on Medium: Videotape pharmaceutical companies to lower their
February 25, 2004, Berney has to Format: 1/2-inch V prices for AIDS drugs. Must be used
choose whether to continue with the Abstract: Presents an interview of Bob with: (503085) Cipla; (307021) Cipla,
prescreening campaign to stimulate Berney, who, in his role as president of Teaching Note. May be used with:
further word-of-mouth among core Newmarket Films, oversaw the (506062) AIDS in Brazil.
audiences or switch to a mainstream marketing strategy for the movie "The Subjects: NO
media advertising campaign more Passion of the Christ." One year after SUBJECTS(KEYWORDS)
commonly used to promote new movies. the movie's highly successful launch, Length: 7 min
He also has to determine the appropriate Berney discusses, among other things, List Price: $150.00
distribution strategy, in particular his reasons for distributing the movie, Year New: 2007
whether to opt for a wide or limited critical decisions that helped shape the
release and whether to change the movie's launch, unique challenges and 507706
timing of the release. opportunities in marketing the movie, Title: Patents and Patients, Cipla, Video
Geographic Setting: Hollywood, CA; and general marketing lessons. Must be (VHS)
United States used with: (505025) The Passion of the Author(s): Deshpande, Rohit
Industry Setting: Entertainment Christ (A); (505026) The Passion of the Publication Date: 02/27/2007
industry; Film industry; Movie studio Christ (B). Product Type: Case Video
Number of Employees: 20 Subjects: NO Abstract: The head of Cipla, a $325-
Gross Revenues: $400 million SUBJECTS(KEYWORDS) million-dollar Indian pharmaceutical
revenues Length: 15 min company and seller of low-cost AIDS
Event Year Start: 2003 List Price: $150.00 drugs to South Africa, must decide what
Event Year End: 2004 Year New: 2005 to do about Cipla's future. With India
Subjects: Advertising; Distribution; poised to enforce international patents in
Entertainment industry; Marketing 506702 only two years, much of Cipla's product
planning; Marketing strategy; New Title: The Passion of the Christ: An line could become unsalable (give that it
product marketing Interview with Bob Berney, President of is based on product patents protected in
Length: 17p Newmarket Films, Video (DVD) industrialized countries). Describes
Supplementary Materials: Supplement Author(s): Elberse, Anita; Quelch, John Cipla's role in forcing global
(Library), (505026), 4p, by John A. A. pharmaceutical companies to lower their
Quelch, Anita Elberse, Anna Harrington; Publication Date: 08/01/2005 prices for AIDS drugs. Must be used
Case Video, (506701), 15 min, by Anita Product Type: Case Video, DVD with: (503085) Cipla; (307021) Cipla,
Elberse, John A. Quelch; Case Video, Abstract: Presents an interview of Bob Teaching Note. May be used with:
DVD, (506702), 15 min, by Anita Berney, who, in his role as president of (506062) AIDS in Brazil.
Elberse, John A. Quelch; Case Video, Newmarket Films, oversaw the Subjects: NO
Streaming, (1-180-1), 15 min, by Anita marketing strategy for the movie "The SUBJECTS(KEYWORDS)
Elberse, John A. Quelch Passion of the Christ." One year after Length: 7 min
Year New: 2005 the movie's highly successful launch, List Price: $150.00
Berney discusses, among other things,
Year New: 2007 Product Type: Case (Field) performance since the (B) case, and
Abstract: Peak Electronics, a printed Ford's response. Teaching Purpose: To
577187 circuit board manufacturer, wholly illustrate the elements of vendor-buyer
Title: Paul Harris Stores, Inc. owned by Earl Yancey, an African negotiation strategies. Must be used
Author(s): Salmon, Walter J.; Hanson American, was on the verge of going out with: (594006) Peak Electronics:
KS of business because its only customer, Vendor Relationship with the Ford Motor
Publication Date: 06/01/1977 Ford Motor Co., was not inclined to offer Co. (A).
Revision Date: 08/01/1978 financial support to tide over a temporary Industry Setting: Automotive supplies
Product Type: Case (Field) financial crisis. This was ironic because Subjects: Automotive supplies;
Abstract: An apparel retailing firm Ford had put Peak Electronics into Discrimination; Diversity; Industrial
specializing in merchandise for women business about a year ago with markets; Partnerships; Purchasing;
ages 15-30, was reconsidering its generous partnering arrangements. Small business; Suppliers
competitive positioning. Mr. Gerald Paul, Teaching Purpose: To highlight the key Length: 3p
president and general merchandise dimensions of a vendor-buyer Supplementary Materials: Teaching
manager, was considering a proposal for relationship. May also be used to touch Note, (595077), 11p, by V. Kasturi
"collections," a new subdepartment upon minority and small business issues Rangan
which would be put in 20 of the Paul and challenges.
Harris stores. This department would Geographic Setting: United States 593077
have slightly higher priced and more Industry Setting: Automotive industry Title: Pechazur
sophisticated merchandise and would Company Size: small Author(s): Quelch, John A.; Laidler,
create a "new merchandising image" for Number of Employees: 25 Nathalie
his firm. Gross Revenues: $10 million revenues Publication Date: 04/02/1993
Geographic Setting: Indianapolis, IN Subjects: Automotive supplies; Revision Date: 02/23/1998
Industry Setting: Apparel industry; Discrimination; Diversity; Industrial Product Type: Case (Field)
Retail industry markets; Partnerships; Purchasing; Abstract: Explores the issues and
Gross Revenues: $33 million sales Small business; Suppliers opportunities facing a company from a
Subjects: Competition; Merchandising; Length: 23p developing country, exporting and
Product positioning; Retailing; Strategic Supplementary Materials: Supplement marketing to developed-country markets.
planning (Field), (594007), 4p, by V. Kasturi Brings to light the key success factors
Length: 32p Rangan; Supplement (Field), (594008), necessary to operate within a developing
3p, by V. Kasturi Rangan; Teaching economy environment.
Note, (595077), 11p, by V. Kasturi Geographic Setting: Cote d'Ivoire
503112
Rangan Industry Setting: Agribusiness
Title: Peabody Simpson at the
Crossroads Subjects: Africa; Agribusiness;
Author(s): Lal, Rajiv; Nohria, Nitin; 594007 Developing countries; International
Freeman, Leslie J. Title: Peak Electronics: Vendor marketing
Publication Date: 06/25/2003 Relationship with the Ford Motor Co. (B) Length: 24p
Product Type: Case (Field) Author(s): Rangan, V. Kasturi Supplementary Materials: Teaching
Abstract: Three managing directors at Publication Date: 07/02/1993 Note, (598107), 9p, by John A. Quelch
Peabody Simpson had just returned Revision Date: 06/06/1994
from a firm-wide recruiting event at Product Type: Supplement (Field) 593101
Columbia University, which they had Abstract: Presents a follow-up to the (A) Title: Pechazur S.A.
covered together, as all were alumni. case and outlines the response offered Author(s): Quelch, John A.; Laidler,
They were commiserating about having by Earl Yancey to keep his company Nathalie
to submit revised forecasts to their viable and in operation. Teaching Publication Date: 04/02/1993
division heads by the end of the week. Purpose: To illustrate the elements of Product Type: Case (Field)
Alec Hastings, head of Global vendor-customer negotiation. Must be Abstract: French version of (9-593-077).
Institutional Securities, wanted an used with: (594006) Peak Electronics: Geographic Setting: Cote d'Ivoire
update on year-to-date expense. They Vendor Relationship with the Ford Motor Industry Setting: Agribusiness
sat at their favorite watering hole and Co. (A). Subjects: Africa; Agribusiness;
discussed the challenge of cutting $600 Industry Setting: Automotive supplies Developing countries; International
million out of the operating budget. Subjects: Automotive supplies; marketing
Geographic Setting: United States Discrimination; Diversity; Industrial Length: 26p
Industry Setting: Financial services markets; Partnerships; Purchasing;
Number of Employees: 13,000 Small business; Suppliers
574007
Event Year Start: 2003 Length: 4p
Title: Pennsylvania Pen Co.
Event Year End: 2003 Supplementary Materials: Teaching
Author(s): DeBruicker, F. Stewart
Subjects: Customer relations; Financial Note, (595077), 11p, by V. Kasturi
services; Forecasting; Leadership; Rangan
Management of change Abstract: Describes a plan to introduce
Length: 7p 594008 a 15 cent ball point pen, and asks
Title: Peak Electronics: Vendor students to devise a test marketing plan.
594006 Relationship with the Ford Motor Co. (C) The results of the test are given, and are
Title: Peak Electronics: Vendor Author(s): Rangan, V. Kasturi useful for analysis of variance. This is a
Relationship with the Ford Motor Co. (A) Publication Date: 07/02/1993 combination of two earlier cases by
Author(s): Rangan, V. Kasturi Revision Date: 06/06/1994 R.G.M. Sultan.
Publication Date: 07/02/1993 Product Type: Supplement (Field) Geographic Setting: United States
Revision Date: 06/03/1994 Abstract: Documents Peak's Industry Setting: Consumer products
Gross Revenues: $25 million sales Automotive supplies; Canada; Revision Date: 06/18/2003
Subjects: Consumer goods; Market Consumer marketing; Retailing; Sales Product Type: LACC Case
research; New product marketing; promotions Abstract: Pepcid management must
Packaging; Pricing; Test markets; Length: 4p decide whether to risk all in a race to be
Variance analysis Supplementary Materials: Teaching first in the over-the-counter market with a
Length: 26p Note, (804A10), 16p, by Terry H. new heartburn remedy. Teaching
Deutscher, Christopher Spalding Purpose: Allows exploration of first
904A10 Year New: 2004 mover advantage, product positioning,
Title: Pennzoil-Quaker State Canada: market research, brand equity, new
The One-to-One Decision (A) 582030 product development, and marketing
Author(s): Deutscher, Terry H.; Title: Penobscot Poultry and the Maine strategy.
Spalding, Christopher Poultry Industry Geographic Setting: Pennsylvania
Publication Date: 04/20/2004 Author(s): Goldberg, Ray A.; Eagle JW Industry Setting: Pharmaceutical
Product Type: Case (Field) Publication Date: 08/01/1981 industry
Publisher: Richard Ivey School of Revision Date: 02/12/1982 Company Size: Fortune 500
Business/UWO Product Type: Case (Field) Subjects: Brands; Competition; Market
Abstract: The director of the lubricants Abstract: The Maine poultry industry entry; Marketing strategy;
business for Pennzoil-Quaker State collapsed in the spring of 1981, leaving Pharmaceuticals industry; Product
Canada is facing a significant Penobscot Poultry as the only surviving positioning
challenge--overcoming customer apathy and operating poultry processor. The Length: 16p
about changing motor oil. Increasing the owners, the Lewis family, face a new
frequency of oil changes and improving competitive environment and many 500096
retention of its customers were critical questions about future strategy. Title: The Peppers and Rogers Group
for the financial success of the company. Students are to analyze impact of Author(s): Deighton, John
In response to this challenge, the changing costs and marketing practices Publication Date: 04/17/2000
director had to decide on the adoption on the industry and anticipate future Revision Date: 09/28/2001
and implementation of a major new needs. Product Type: Case (Field)
promotional program: One-to-One. The Geographic Setting: Maine Abstract: Can two successful authors
program was designed to create closer Industry Setting: Poultry & egg build a scalable consulting practice
relationships among consumers, production based on their unique view of customer
retailers, and Pennzoil-Quaker State. Gross Revenues: $45 million industry relationship management (CRM)?
Making the program work required active Subjects: Agriculture; Business Should they emphasize strategy or
cooperation on the part of retail installers conditions; Cost analysis; Food execution? The case describes how
who performed the oil changes. processing industry; Industry analysis; Peppers and Rogers grew from two
Geographic Setting: Canada Strategic market planning people earning speaker fees to a 160-
Industry Setting: Automotive industry; Length: 30p person publishing, consulting, and
Gasoline Internet technology promotion company.
Company Size: mid-size 500073 Now they want to grow faster and take
Subjects: Advertising campaigns; Title: Pepcid AC: Racing to the OTC advantage of the IPO capital market that
Automotive supplies; Canada; Market has enabled the birth of competitors like
Consumer marketing; Retailing; Sales Author(s): King, Charles; Silk, Alvin J.; Scient, Viant, and Zefer in the market for
promotions Berndt, Ernst; Klein, Lisa R. e-commerce and dot.com consulting.
Length: 25p Publication Date: 02/04/2000 Geographic Setting: United States
Supplementary Materials: Teaching Revision Date: 06/18/2003 Industry Setting: Consulting
Note, (804A10), 16p, by Terry H. Product Type: Case (Field) Number of Employees: 160
Deutscher, Christopher Spalding; Abstract: Pepcid management must Gross Revenues: $20 million revenues
Supplement (Field), (904A11), 4p, by decide whether to risk all in a race to be Subjects: Consulting; Customer
Terry H. Deutscher, Christopher first in the over-the-counter market with relations; Growth strategy; Internet;
Spalding a new heartburn remedy. Small business
Year New: 2004 Geographic Setting: Pennsylvania Length: 20p
Industry Setting: Pharmaceutical
904A11 industry 506S16
Title: Pennzoil-Quaker State Canada: Company Size: Fortune 500 Title: Pepsi Blue, Spanish Version
The One-to-One Decision (B) Subjects: Brands; Competition; Market Author(s): Quelch, John A.
Author(s): Deutscher, Terry H.; entry; Marketing strategy; Publication Date: 03/02/2098
Spalding, Christopher Pharmaceuticals industry; Product Revision Date: 08/11/1998
Publication Date: 04/20/2004 positioning Product Type: LACC Case
Product Type: Supplement (Field) Length: 16p Abstract: Executives at Pepsico are
Publisher: Richard Ivey School of Supplementary Materials: Teaching considering a possible redesign of the
Business/UWO Note, (503107), 12p, by Charles King, Pepsi carbonated beverage packages
Abstract: Supplements the (A) case. Alvin J. Silk, Ann Leamon worldwide to give the brand a modern,
Must be used with: (904A10) Pennzoil- up-to-date image and "ownership" of the
Quaker State Canada: The One-to-One 505S06 color blue against Coca-Cola's
Decision (A). Title: Pepcid AC: Racing to the OTC "ownership" of the color red.
Geographic Setting: Canada Market, Spanish Version Geographic Setting: Global
Industry Setting: Automotive supplies; Author(s): King, Charles; Silk, Alvin J.; Industry Setting: Soft drink industry
Retail industry Berndt, Ernst; Klein, Lisa R. Gross Revenues: $30 billion revenues
Subjects: Advertising campaigns; Publication Date: 02/04/2000 Subjects: NO
SUBJECTS(KEYWORDS) Company Size: Fortune 500 issues of marketing strategy and sales
Length: 11p Gross Revenues: $3 billion sales and distribution channel management,
Subjects: Beverages; Communication; as well as providing a detailed look at
598097 Competition; Consumer marketing; the internal process of new product
Title: Pepsi Blue Distribution planning; Marketing introductions in a large, complex
Author(s): Quelch, John A. organization; Product management consumer goods company.
Revision Date: 08/11/1998 Industry Setting: Beverage industry
Product Type: Case (Library) 589045 Company Size: Fortune 500
Abstract: Executives at Pepsico are Title: Pepsi-Cola Fountain Beverage Gross Revenues: $9 billion revenues
considering a possible redesign of the Division: Marketing Organization Subjects: Beverages; Distribution
Pepsi carbonated beverage packages Author(s): Cespedes, Frank V.; King, channels; Marketing implementation;
worldwide to give the brand a modern, Jon E. Marketing management; New product
up-to-date image and "ownership" of the Publication Date: 10/14/1988 marketing; Pricing; Sales management
color blue against Coca-Cola's Product Type: Case (Field) Length: 22p
"ownership" of the color red. Abstract: Pepsi-Cola's Fountain Supplementary Materials: Teaching
Geographic Setting: Global Beverage Division (FBD) is responsible Note, (591101), 15p, by Frank V.
Industry Setting: Soft drink industry for sales of Pepsi's soft drink syrups to Cespedes
Gross Revenues: $30 billion revenues fountain outlets (i.e., any location where
Subjects: Advertising; Beverages; a consumer purchases a soft drink not in 584052
Brands; International business; a bottle or can). FBD has been growing Title: Pepsi-Cola United Kingdom (A)
International marketing; Packaging rapidly, but its president believes that the Author(s): Shapiro, Benson P.; Hoff,
Length: 9p fountain business differs in several ways Edward J.
Supplementary Materials: Teaching from the bottle-and-can business that Publication Date: 11/10/1983
Note, (500110), 4p, by John A. Quelch; dominates Pepsi's operations and the Revision Date: 06/27/1985
Teaching Note, (504042), 4p, by John A. structure of its marketing efforts. Key Product Type: Case (Field)
Quelch issues in the case are: should FBD's Abstract: On January 2, 1983 Pepsi-
marketing be organized by channel Cola United Kingdom had to develop a
504S25 (rather than brand, as in the bottle-and- plan to defend its successful Diet Pepsi
Title: Pepsi-Cola (A), Spanish Version can business); and, if so, what would brand against the about to be introduced
Author(s): Salmon, Walter J.; Palesy, this mean for the division's structure and diet Coke. Contains useful material on
Steven R. for the skills required to operate within a competitive behavior and on U.S. versus
Publication Date: 12/01/1978 new organization of marketing activities? U.K. consumer behavior.
Revision Date: 01/13/1986 Geographic Setting: United States Geographic Setting: United Kingdom
Product Type: LACC Case Industry Setting: Beverage industry Industry Setting: Soft drink industry
Abstract: Combining aspects of a Company Size: Fortune 500 Company Size: Fortune 500
functionally organized marketing Gross Revenues: $9 billion revenues Gross Revenues: $10 million sales
management system, with a franchised Subjects: Beverages; Distribution Subjects: Beverages; Competition;
channel of distribution network. Focuses channels; Marketing management; Consumer marketing; International
on extending an innovative promotional Marketing organization; Marketing marketing; Marketing management;
program to a market where competitive strategy; Sales management; Sales Marketing mixes; United Kingdom
conditions differ. organization Length: 19p
Geographic Setting: United States Length: 23p Supplementary Materials: Supplement
Industry Setting: Beverage industry Supplementary Materials: Teaching (Field), (584053), 1p, by Benson P.
Company Size: Fortune 500 Note, (591100), 14p, by Frank V. Shapiro, Edward J. Hoff; Supplement
Gross Revenues: $3 billion sales Cespedes (Field), (584054), 1p, by Benson P.
Subjects: Beverages; Communication; Shapiro, Edward J. Hoff; Teaching Note,
Competition; Consumer marketing; 589060 (585032), 19p, by Benson P. Shapiro
Distribution planning; Marketing Title: Pepsi-Cola Fountain Beverage
organization; Product management Division: Tea Breeze 584053
Length: 33p Author(s): Cespedes, Frank V.; King, Title: Pepsi-Cola United Kingdom (B)
Jon E. Author(s): Shapiro, Benson P.; Hoff,
579108 Publication Date: 10/17/1988 Edward J.
Title: Pepsi-Cola (A) Revision Date: 11/01/1989 Publication Date: 11/10/1983
Author(s): Salmon, Walter J.; Palesy, Product Type: Case (Field) Product Type: Supplement (Field)
Steven R. Abstract: The director of new product Abstract: Supplements the (A) case.
Publication Date: 12/01/1978 development at Pepsi-Cola's Fountain Must be used with: (584052) Pepsi-Cola
Revision Date: 01/13/1986 Beverage Division (FBD) faces several United Kingdom (A).
Product Type: Case (Field) decisions concerning Tea Breeze, FBD's Geographic Setting: United Kingdom
Abstract: Combining aspects of a new iced tea fountain syrup. Specifically, Subjects: Beverages; Competition;
functionally organized marketing the director must decide whether or not Consumer marketing; International
management system, with a franchised to recommend a national roll-out of the marketing; Marketing management;
channel of distribution network. Focuses new product (which has been test Marketing mixes; United Kingdom
on extending an innovative promotional marketed in one market for the past Length: 1p
program to a market where competitive year) and, if so, at what price and with Supplementary Materials: Teaching
conditions differ. what marketing plan designed to bolster Note, (585032), 19p, by Benson P.
Geographic Setting: United States Pepsi bottlers and sales force support Shapiro
Industry Setting: Beverage industry for the new product. The case raises
584054 506006 moment the customer requires attention.

Title: Pepsi-Cola United Kingdom (C) Title: Perelson Weiner LLP Turning a traditional marketing strategy
Author(s): Shapiro, Benson P.; Hoff, Author(s): Steenburgh, Thomas; into a dialogue marketing program is a
Edward J. Narayandas, Das straightforward matter. Begin by
Publication Date: 11/10/1983 Publication Date: 10/28/2005 identifying the batch communications
Product Type: Supplement (Field) Revision Date: 08/15/2006 you make with customers, then ask
Abstract: Supplements the (A) case. Product Type: Case (Field) yourself what events could trigger those
Must be used with: (584052) Pepsi-Cola Abstract: Perelson Weiner LLP, a communications to make them more
United Kingdom (A). successful accounting firm in New York timely. Add a question or call to action to
Geographic Setting: United Kingdom City, is re-evaluating its incentive each message and prepare a different
Subjects: Beverages; Competition; strategy as it makes plans to grow its treatment or response for each possible
Consumer marketing; International business. answer. Finally, create a series of
marketing; Marketing management; Geographic Setting: New York, NY increasingly urgent calls to action that
Marketing mixes; United Kingdom Industry Setting: Accounting industry; kick in if the question or call to action
Length: 1p Professional services goes unanswered by the customer. As
Supplementary Materials: Teaching Number of Employees: 40 to 50 dialogue marketing proliferates, it may
Note, (585032), 19p, by Benson P. Gross Revenues: $13 million revenues provide the solid new footing that
Shapiro Event Year Start: 2005 Madison Avenue seeks.
Event Year End: 2005 Industry Setting: Airline industry;
590121 Subjects: NO Computer peripherals; Gambling
Title: Perceptual Mapping: A Manager's SUBJECTS(KEYWORDS) industry; Grocery stores
Guide Length: 27p Subjects: NO
Author(s): Dolan, Robert J. Supplementary Materials: Teaching SUBJECTS(KEYWORDS)
Publication Date: 07/05/1990 Note, (506080), 18p, by Thomas Length: 6p
Product Type: Note Steenburgh Year New: 2005
Abstract: Describes the perceptual Year New: 2005
mapping technique in a non-technical 219X
fashion. The procedure is useful for the R0511G Title: The Perfect Message at the
depiction of the structure of the market. Title: The Perfect Message at the Perfect Moment (HBR OnPoint
Discusses alternative methods, presents Perfect Moment Enhanced Edition)
examples of each, and shows how the Author(s): Kalyanam, Kirthi; Zweben, Author(s): Kalyanam, Kirthi; Zweben,
maps can be used in marketing decision Monte Monte
making. Publication Date: 11/01/2005 Publication Date: 11/01/2005
Subjects: Decision making; Market Product Type: Harvard Business Product Type: HBR OnPoint Article
research Review Article Abstract: Marketers planning
Length: 11p Abstract: Marketers planning promotional campaigns ask questions to
promotional campaigns ask questions to boost the odds that the messages will be
UV0436 boost the odds that the messages will be accepted: Who should receive each
Title: Perdue Farms, Incorporated accepted: Who should receive each message? What should be its content?
Author(s): Ring, Lawrence; Shaw, Gary; message? What should be its content? How should we deliver it? The one
Johnson, Mark W How should we deliver it? The one question they rarely ask is: When
Publication Date: 04/02/1991 question they rarely ask is: When should we deliver it? That's too bad,
Revision Date: 03/01/1993 should we deliver it? That's too bad, because in marketing, timing is arguably
Product Type: Case (Field) because in marketing, timing is arguably the most important variable of all.
Abstract: Perdue Farms, the highly the most important variable of all. Indeed, there are moments in a
successful marketer of brand-name Indeed, there are moments in a customer's relationship with a business
chicken, is considering the introduction customer's relationship with a business when she wants to communicate with
of a chicken hot dog to the market. The when she wants to communicate with that business because something has
decision is complicated by a variety of that business because something has changed. If the company contacts her
factors, including top management's changed. If the company contacts her with the right message in the right format
concerns and conditions, potential with the right message in the right format at the right time, there's a good chance
ramifications of the hot dog for the at the right time, there's a good chance of a warm reception. The question of
company's high-quality image, the of a warm reception. The question of when can be answered by a new
uncertainty of market response, when can be answered by a new computer-based model called "dialogue
uncertainties about how to position the computer-based model called "dialogue marketing," which is, to date, the highest
new product, potential consumer marketing," which is, to date, the highest rung on an evolutionary ladder that
objections to use of mechanically rung on an evolutionary ladder that ascends from database marketing to
deboned meat, and the uncertainty of ascends from database marketing to relationship marketing to one-to-one
profitability at recommended levels of relationship marketing to one-to-one marketing. Its principal advantages over
marketing costs. marketing. Its principal advantages over older approaches are that it is
Subjects: NO older approaches are that it is completely interactive, exploits many
SUBJECTS(KEYWORDS) completely interactive, exploits many communication channels, and is
Length: 15p communication channels, and is "relationship aware," that is, it
Supplementary Materials: Teaching "relationship aware," that is, it continuously tracks every nuance of the
Note, (UV0302), 11p, by Lawrence Ring continuously tracks every nuance of the customer's interaction with the business.
Year New: 2007 customer's interaction with the business. Thus, dialogue marketing responds to
Thus, dialogue marketing responds to each transition in that relationship at the
each transition in that relationship at the moment the customer requires attention.
Turning a traditional marketing strategy inherent in dealing with a gray market planning. Describes these two processes
into a dialogue marketing program is a (i.e., a situation in which customers in detail. The focus then shifts to a
straightforward matter. Begin by resell a manufacturer's product in ways particular operation within Perkin-Elmer
identifying the batch communications unintended and undesired by the to follow the execution of the planning
you make with customers, then ask manufacturer). Raises issues of process. Provides comments from three
yourself what events could trigger those managing multiple channels of senior executives on the merits and
communications to make them more distribution, pricing policy and the impact problems of the planning process.
timely. Add a question or call to action to on distribution strategy and Students are asked to evaluate the
each message and prepare a different management, and field sales planning process and recommend
treatment or response for each possible management. The product is disk drives changes to achieve desired benefits.
answer. Finally, create a series of used in computer systems, and Note on Geographic Setting: New Jersey
increasingly urgent calls to action that the Disk Drive Industry--1985 is Industry Setting: Computer industry
kick in if the question or call to action available to instructors who want more Gross Revenues: $232 million sales
goes unanswered by the customer. As detailed information about the product, Subjects: Corporate strategy; Marketing
dialogue marketing proliferates, it may industry structure, and major competitive planning; Process analysis; Resource
provide the solid new footing that trends. allocation
Madison Avenue seeks. Geographic Setting: United States Length: 18p
Subjects: NO Company Size: large Supplementary Materials: Teaching
SUBJECTS(KEYWORDS) Gross Revenues: $1.5 billion sales Note, (583030), 12p, by Robert J. Dolan
Length: 12p Subjects: Distribution channels;
List Price: $6.50 Distribution planning; Marketing 574069
Year New: 2005 implementation; Marketing management; Title: Perkins Engines (B)
Pricing; Sales management Author(s): Brown, Milton P.; Ratichek,
590010 Length: 23p J.A.; Leonhard, J.H.
Title: Performance Curves: Costs, Publication Date: 07/10/1974
Prices, and Value 586124 Revision Date: 04/25/1975
Author(s): Shapiro, Benson P.; Dolan, Title: Peripheral Products Co.: The Product Type: Case (Field)
Robert J. "Gray Market" for Disk Drives Abstract: Perkins sells diesel engines
Publication Date: 09/12/1989 Author(s): Cespedes, Frank V. worldwide with original equipment
Product Type: Note Publication Date: 01/10/1986 markets as the principal customers. The
Abstract: Explains the concept of a Revision Date: 11/28/2006 case deals with the appropriateness of a
family of performance curves. The most Product Type: Case (Field) new organization which has principal
well known is the price/performance Abstract: In mid-1985, the vice impact on the marketing organization.
curve relating the prices of items in a president of marketing for a large Product marketing managers by engine
product line to their performance. Also manufacturer of disk drives is application have been appointed to
discusses the cost/performance curve considering how to deal with a growing coordinate worldwide sales in a matrix
and its impact on product positioning, "gray market" for his company's with the existing geographic sales
product line length, and technological products. The case provides good operations. The case details trends in
options. Also introduces a reservation background material on the evolution of the market which have led to the
price or value/performance curve. All are gray markets throughout the disk drive reorganization and presents reactions of
considered in the context of competitive industry, and raises related issues of sales operations personnel to the new
behavior. pricing policies, distribution strategy, and role of product marketing manager.
Subjects: Competition; Pricing; Product sales force management. A condensed Geographic Setting: United Kingdom
lines; Product planning & policy; Product version of Note on the Disk Drive Industry Setting: Engine industry
positioning; Technological change Industry, and Peripheral Products Co. Gross Revenues: L95 million 1972
Length: 33p Geographic Setting: United States sales
Industry Setting: Computer industry Subjects: Industrial markets;
999007 Company Size: large Interdepartmental relations; International
Title: Performance-Based Pricing Is Gross Revenues: $1.5 billion assets marketing; Machinery; Marketing
More Than Pricing Subjects: Distribution channels; organization; Marketing strategy;
Author(s): Shapiro, Benson P. Marketing implementation; Marketing Organizational structure; Product
Publication Date: 02/25/2002 management; Marketing organization; planning & policy
Product Type: Note Marketing strategy; Pricing Length: 17p
Abstract: Explains the opportunities and Length: 22p
limitations of using performance-based Supplementary Materials: Teaching 503S61
pricing in which the price paid is a Note, (587123), 20p, by Frank V. Title: Perrier Recall: A Source of
function of the quality provided. Includes Cespedes Trouble, Spanish Version
application guidelines. Author(s): Greyser, Stephen A.; Klein,
Subjects: Pricing; Pricing strategy; 582101 Norman
Profitability analysis Title: Perkin-Elmer: Data Systems Publication Date: 04/10/1990
Length: 4p Group Product Type: LACC Case
Author(s): Dolan, Robert J. Abstract: When a laboratory discovered
586041 Publication Date: 03/23/1982 traces of the carcinogen benzene in
Title: Peripheral Products Co. Revision Date: 08/19/1985 bottles of Perrier, Group Perrier of
Author(s): Cespedes, Frank V. Product Type: Case (Field) America immediately announced a
Publication Date: 08/20/1985 Abstract: Planning at Perkin-Elmer voluntary U.S. recall of all Perrier brand
Product Type: Case (Field) consists of two integrated processes: imported water. This case describes
Abstract: Focuses on the problems financial planning and business press coverage of the U.S. recall and the
worldwide recall that followed. Also Industry Setting: Advertising industry SUBJECTS(KEYWORDS)
presents key statements by company Subjects: Advertising; Beverages; Length: 13p
officials (some presented in the form of Management of crises; Product recalls; Supplementary Materials: Teaching
advertisements) and various experts. Public relations Note, (807A19), 5p, by Kyle Murray
Students are encouraged to explore the Length: 2p
several kinds of issues that emerged as F0104E
the company attempted to explain its 590130 Title: Personalization? No Thanks
problems and advocate the purity of its Title: Perrier Relaunch Author(s): Nunes, Paul F.; Kambil, Ajit
product. Concludes with the Author(s): Greyser, Stephen A.; Klein, Publication Date: 04/01/2001
announcement of the relaunch of the Norman Product Type: Harvard Business
brand with "nouvelle production." Publication Date: 06/27/1990 Review Article
Geographic Setting: United States; Product Type: Supplement (Library) Abstract: A study indicates that on-line
France Abstract: Supplements Perrier Recall: shoppers would rather customize Web
Industry Setting: Beverage industry A Source of Trouble. Must be used with: site information themselves than have
Subjects: Advertising; Beverages; (590104) Perrier Recall: A Source of personalization software do it for them.
Management of crises; Product recalls; Trouble. But the best customer-retention strategy
Public relations Industry Setting: Advertising industry may be a combination of both
Length: 5p Subjects: Advertising; Beverages; approaches.
Supplementary Materials: LACC Management of crises; Product recalls; Subjects: Consumer marketing;
Supplement, (503S60), 2p, by Stephen Public relations Customization; Electronic commerce
A. Greyser, Norman Klein Length: 2p Length: 2p
590104 507039 584080

Title: Perrier Recall: A Source of Title: Personal Selling and Sales Title: Petite Playthings, Inc.--1984 (A)
Trouble Management Author(s): Shapiro, Benson P.
Author(s): Greyser, Stephen A.; Klein, Author(s): Steenburgh, Thomas Publication Date: 03/24/1984
Norman Publication Date: 11/07/2006 Revision Date: 08/15/1990
Publication Date: 04/10/1990 Revision Date: 12/04/2006 Product Type: Case (Gen Exp)
Product Type: Case (Library) Product Type: Note Abstract: Provides background
Abstract: When a laboratory discovered Abstract: Develop a better information for the (B) case, in which a
traces of the carcinogen benzene in understanding of what salespeople do, young sales person is asked for a bribe
bottles of Perrier, Group Perrier of what motivates them to succeed, and by an experienced children's wear buyer.
America immediately announced a how to effectively manage their efforts. Geographic Setting: United States
voluntary U.S. recall of all Perrier brand May be used with: (507045) Sell Industry Setting: Apparel industry
imported water. This case describes Yourself!. Company Size: mid-size
press coverage of the U.S. recall and the Subjects: NO Gross Revenues: $50 million sales
worldwide recall that followed. Also SUBJECTS(KEYWORDS) Subjects: Bribery; Clothing; Ethics;
presents key statements by company Length: 11p Marketing management; Sales
officials (some presented in the form of Year New: 2006 management
advertisements) and various experts. Length: 1p
Students are encouraged to explore the Supplementary Materials: Supplement
907A19
several kinds of issues that emerged as (Gen Exp), (584081), 2p, by Benson P.
Title: Personal Shoppers at Sears: The
the company attempted to explain its Shapiro; Teaching Note, (584095), 9p,
Elf Initiative
problems and advocate the purity of its by Benson P. Shapiro
Author(s): Chandrasekhar, Ramasastry;
product. Concludes with the
Murray, Kyle
announcement of the relaunch of the
brand with "nouvelle production."
Product Type: Case (Field) Title: Petite Playthings, Inc.--1984 (B)
Geographic Setting: United States;
Publisher: Richard Ivey School of Author(s): Shapiro, Benson P.
France
Business/UWO Publication Date: 03/28/1984
Industry Setting: Beverage industry
Abstract: The senior vice-president of Revision Date: 08/08/1987
Subjects: Advertising; Beverages;
Corporate Store Sales, Sears Canada Product Type: Supplement (Gen Exp)
Management of crises; Product recalls;
(Sears), was reviewing a new retailing Abstract: Supplements the (A) case.
Public relations
initiative scheduled to launch within a Must be used with: (584080) Petite
Length: 4p
month in all full-line Sears department Playthings, Inc.--1984 (A).
stores across Canada. For the holiday Industry Setting: Apparel industry
(Library), (590130), 2p, by Stephen A.
season, Sears would offer the services Subjects: Bribery; Clothing; Ethics;
Greyser, Norman Klein
of an elf, the equivalent of a personal Marketing management; Sales
shopper, to its customers. Although management
503S60 personal shoppers were common in Length: 2p
Title: Perrier Relaunch upscale department stores, especially in Supplementary Materials: Teaching
Author(s): Greyser, Stephen A.; Klein, the United States, this concept had not Note, (584095), 9p, by Benson P.
Norman been tried in Sears stores. Taylor Shapiro
Publication Date: 06/27/1990 wondered how customers would
Product Type: LACC Supplement respond to this novel concept in M292A
Abstract: Supplements Perrier Recall: Canadian retailing. Title: The PhD Project: The Marketing
A Source of Trouble. Must be used with: Geographic Setting: Canada of Business School Faculty Diversity (A)
(503S61) Perrier Recall: A Source of Industry Setting: Retail industry Author(s): Grier, Sonya; Briley, Donnel
Trouble, Spanish Version. Subjects: NO
A. change 590108
Publication Date: 06/01/1997 Length: 5p Title: Philip Morris Companies' "Bill of
Product Type: Case (Field) Supplementary Materials: Teaching Rights" Sponsorship Program
Publisher: Stanford University Note, (M292T), 25p, by Sonya Grier, Author(s): Greyser, Stephen A.; Klein,
Abstract: Examines the situation facing Donnel A. Briley Norman
a group of representatives from the Publication Date: 04/20/1990
private, public, and nonprofit sectors P38 Product Type: Case (Library)
attempting to increase the diversity of Title: Pharmaceutical Switching Abstract: Describes the new policy of
business school faculties. Focuses on Author(s): Baron, David P. the National Archives of inviting
the issues faced in mid-1994 by the Publication Date: 08/27/2001 corporate cosponsorship of historic
KPMG Peat Marwick Foundation and its Product Type: Case (Library) exhibits and commemorations. In
partners in their joint effort to generate Publisher: Stanford University November 1989, Philip Morris
more ethnic diversity in business school Abstract: In an unprecedented move in Companies (PM) became the first
faculties and, ultimately, in business mid-1998, Blue Cross of California, a cosponsor of the bicentennial
school classrooms and corporate unit of WellPoint Health Networks, Inc., commemoration of the Bill of Rights, and
workforces. Gives background on a prior filed a Citizen Petition with the FDA to used the announcement of the
series of meetings held to discuss what switch Claritin, manufactured by cosponsorship as the foundation of a
could be done to address the lack of Schering-Plough, and two other second- major corporate identity and image
minorities in business. The consensus in generation antihistamines from campaign in mass media. Also describes
these meetings was that efforts should prescription-only to over-the-counter other current PM initiatives to sustain
be made to increase the number of (OTC) status. Prescription and improve its corporate image.
minority business school faculty by pharmaceuticals like Claritin were Students are encouraged to think
augmenting the supply of minority covered by insurance programs, through the potential benefits and risks
doctoral students in business. Discusses whereas OTC drugs were not. In the late of PM's corporate campaigns, and then
the various factors speculated to 1990s, U.S. spending on prescription to examine the dimensions of this
contribute to the lack of diversity in pharmaceuticals had increased particular campaign.
business school faculty. Gives significantly, in part as a result of direct- Geographic Setting: United States
background to marketing strategy to-consumer advertising of prescription Industry Setting: Consumer products;
development, and ends with the group drugs, and posed a substantial burden Tobacco industry
trying to figure out what to do. The case on insurance companies. Blue Cross Company Size: Fortune 500
decision is a meeting in September 1994 argued that the switch would make the Subjects: Advertising; Public relations;
to analyze relevant information and drugs more widely available to Tobacco industry
develop a strategy to increase minority consumers and would benefit Length: 9p
applicants to Ph.D. programs. consumers because the second- Supplementary Materials: Supplement
Industry Setting: Higher education generation antihistamines were non (Library), (590109), 2p, by Stephen A.
Subjects: Business & society; sedating, unlike the 100 antihistamines Greyser, Norman Klein
Communication strategy; Diversity; sold on the OTC market. Manufacturers
Faculty & students; Higher education; opposed the switch because it would put 590109
Marketing implementation; Marketing the second-generation antihistamines Title: Philip Morris Companies' "Bill of
mixes; Marketing planning; Marketing under considerable price pressure and Rights" Sponsorship Program,
strategy; Nonprofit marketing; Social would disrupt their product planning. Responses
change Moreover, a switch initiated by an Author(s): Greyser, Stephen A.; Klein,
Length: 26p insurance company could lead to future Norman
Supplementary Materials: Supplement petitions for switches of other Publication Date: 04/17/1990
(Field), (M292B), 5p, by Sonya Grier, prescription drugs. Just under three Product Type: Supplement (Library)
Donnel A. Briley; Teaching Note, years later, on May 11, 2001, an FDA Abstract: Describes the reactions of
(M292T), 25p, by Sonya Grier, Donnel advisory committee voted public interest groups, members of the
A. Briley overwhelmingly that the three second- House of Representatives, and others.
generation antihistamines could safely Further documents reactions to the
M292B be marketed over the counter. Although choice of Philip Morris (PM) as a
Title: The PhD Project: The Marketing the vote was not binding, the FDA sponsor. Invites students to weigh the
of Business School Faculty Diversity (B) usually acted in accord with the corporate pluses and minuses for PM,
Author(s): Grier, Sonya; Briley, Donnel judgements of its advisory committees. given these reactions. Must be used
A. The pharmaceutical companies strongly with: (590108) Philip Morris Companies'
Publication Date: 06/01/1997 objected to the committee's vote and "Bill of Rights" Sponsorship Program.
Product Type: Supplement (Field) faced the challenge of developing a Industry Setting: Advertising industry;
Publisher: Stanford University strategy for dealing with the threat. Tobacco industry
Abstract: Supplements the (A) case. Geographic Setting: United States Subjects: Advertising; Public relations;
Must be used with: (M292A) The PhD Industry Setting: Pharmaceutical Tobacco industry
Project: The Marketing of Business industry Length: 2p
School Faculty Diversity (A). Gross Revenues: $131.9 billion
Industry Setting: Higher education spending in 2000 506S27
Subjects: Business & society; Subjects: Health care; Marketing Title: Philip Morris: Marlboro Friday (A),
Communication strategy; Diversity; strategy; Pharmaceuticals industry; Spanish Version
Faculty & students; Higher education; Product management; Strategy Author(s): Silk, Alvin J.; Isaacson,
Marketing implementation; Marketing formulation Bruce
mixes; Marketing planning; Marketing Length: 12p Publication Date: 09/19/1995
strategy; Nonprofit marketing; Social Revision Date: 12/22/1997
Product Type: LACC Case the state of the cigarette industry in the Abstract: An abstract is not available for
Abstract: On April 2, 1993 Philip Morris early 1990s, reviews the history of Philip this product. Must be used with:
USA launched an elaborate integrated Morris and Marlboro, and sets forth the (806060) Pine Ridge Winery, LLC (A).
program of consumer and retail key elements of the radical defensive Subjects: NO
promotions of unspecified duration that strategy launched on Marlboro Friday. SUBJECTS(KEYWORDS)
effectively slashed the retail price of its Did Marlboro's actions represent incisive Length: 12p
flagship brand, Marlboro, by 20% in the brand strategy and enlightened brand Year New: 2006
U.S. market. This program represented management? What were the long-term
a major shift in strategy designed by implications of Marlboro Friday? 593045
Philip Morris to reverse the alarming Geographic Setting: United States Title: Pioneer Hi-Bred International:
declines in Marlboro's market share, Industry Setting: Tobacco industry Developing An Environmental Statement
which had occurred in the face of severe Number of Employees: 173,000 and Strategy
price competition from discount brands. Gross Revenues: $60.9 billion Author(s): Goldberg, Ray A.; Koppell C
Given Marlboro's status as one of the revenues Publication Date: 10/19/1992
world's premier brands and the changing Subjects: Brands; Consumer marketing; Product Type: Case (Field)
environment of consumer marketing, the Marketing management; Marketing Abstract: Farmers want less chemicals
date these actions were announced was strategy; Pricing; Tobacco industry and pesticides in their family operations.
immediately labeled "Marlboro Friday" Length: 20p Can Pioneer develop research programs
and heralded as a milestone in Supplementary Materials: Supplement that are more environmentally
marketing history. This case describes (Field), (596002), 3p, by Alvin J. Silk, compatible with the needs of producers,
the state of the cigarette industry in the Bruce Isaacson consumers, and environmentalists?
early 1990s, reviews the history of Philip Geographic Setting: United States
Morris and Marlboro, and sets forth the 596002 Industry Setting: Seed industry
key elements of the radical defensive Title: Philip Morris: Marlboro Friday (B) Company Size: large
strategy launched on Marlboro Friday. Author(s): Silk, Alvin J.; Isaacson, Gross Revenues: $1 billion revenues
Did Marlboro's actions represent incisive Bruce Subjects: Agribusiness; Agriculture;
brand strategy and enlightened brand Publication Date: 09/19/1995 Environmental protection
management? What were the long-term Revision Date: 05/21/1996 Length: 47p
implications of Marlboro Friday? Product Type: Supplement (Field)
Geographic Setting: United States Abstract: Supplements the (A) case. 593003
Industry Setting: Tobacco industry Must be used with: (596001) Philip Title: Pioneer in Egypt and Ethiopia
Number of Employees: 173,000 Morris: Marlboro Friday (A). Author(s): Goldberg, Ray A.; Theobald,
Gross Revenues: $60.9 billion Industry Setting: Tobacco industry David M.
revenues Subjects: Brands; Consumer marketing; Publication Date: 11/16/1992
Subjects: NO Marketing management; Marketing Revision Date: 12/02/1992
SUBJECTS(KEYWORDS) strategy; Pricing; Tobacco industry Product Type: Case (Field)
Length: 23p Length: 3p Abstract: Pioneer Hi-Bred creates
Supplementary Materials: LACC
special seed products for Egypt and
Supplement, (506S28), 3p, by Alvin J.
UV0303 Ethiopia and has to decide on value-
Silk, Bruce Isaacson
Title: Philips Lighting Company: The added operations in one country and
Year New: 2006
Earth Light market development in the other as the
Author(s): Farris, Paul W.; Gatto, Sheryl total company attempts to provide a
596001 Publication Date: 09/23/1992 world strategy for Africa. Teaching
Title: Philip Morris: Marlboro Friday (A) Revision Date: 12/10/2004 Purpose: To identify the opportunities
Author(s): Silk, Alvin J.; Isaacson, Product Type: Case (Field) and challenges in Africa for a major U.S.
Bruce Abstract: This case describes the global seed firm and assess alternative
Publication Date: 09/19/1995 introduction and marketing of an strategies.
Revision Date: 12/22/1997 extended-life fluorescent bulb to replace Geographic Setting: Global
Product Type: Case (Field) incandescent bulbs. With the new bulb Industry Setting: Seed industry
Abstract: On April 2, 1993 Philip Morris selling at retail for $15 to $20, successful Company Size: Fortune 500
USA launched an elaborate integrated marketing of the new bulb will require a Gross Revenues: $1 billion revenues
program of consumer and retail major change in buying habits of both Subjects: Africa; Agribusiness;
promotions of unspecified duration that consumers and the trade. International marketing
effectively slashed the retail price of its Subjects: NO Length: 45p
flagship brand, Marlboro, by 20% in the SUBJECTS(KEYWORDS)
U.S. market. This program represented Length: 14p 591028
a major shift in strategy designed by Supplementary Materials: Teaching Title: Pioneer in the Soviet Union
Philip Morris to reverse the alarming Note, (UV0304), 5p, by Paul W. Farris Author(s): Goldberg, Ray A.; O'Keefe,
declines in Marlboro's market share, Year New: 2007 Edmund
which had occurred in the face of severe
price competition from discount brands.
806061 Revision Date: 05/08/1991
Given Marlboro's status as one of the
Title: Pine Ridge Winery, LLC Global Product Type: Case (Field)
world's premier brands and the changing
Environment (B) Abstract: Pioneer has established a
environment of consumer marketing, the
Author(s): Barley, Lauren; Lassiter, joint venture in the corn hybrid seed
date these actions were announced was
Joseph B., III industry in the Ukraine in the USSR.
immediately labeled "Marlboro Friday"
Publication Date: 11/23/2005 Evaluating the problems and
and heralded as a milestone in
Revision Date: 11/07/2006 opportunities, the president has to
marketing history. This case describes
Product Type: Supplement (Field) decide what future action he should
recommend to his board with respect to Abstract: Pizza Hut, Inc. is a franchisor Thailand. After 20 years of managing the
its investment in the USSR. of eat-in pizza restaurants. It has brand, an agreement cannot be reached
Geographic Setting: USSR decided to enter the home delivery and PPLC must plan for the
Industry Setting: Seed industry market and is in the process of development of a new pizza brand.
Company Size: large implementing that strategy. The case Geographic Setting: Thailand
Gross Revenues: $700 million traces the development of the home Industry Setting: Restaurant industry
revenues delivery concept at Pizza Hut and the Company Size: large
Subjects: Agriculture; Joint ventures interaction between the franchisor and Subjects: Asia; Food; Franchising;
Length: 28p its powerful franchisees as it attempts to Management communication; Marketing
achieve system-wide rollout. Focuses on planning; Negotiations; Retailing
508039 the management of significant change in Length: 21p
Title: Pitch Yourself! a franchise system and on the strategy Supplementary Materials: Teaching
Author(s): Steenburgh, Thomas; decision regarding home delivery. Note, (803A24), 16p, by Michael R.
Norton, Michael Geographic Setting: United States Pearce, Kathleen E. Slaughter, Elizabeth
Publication Date: 09/27/2007 Industry Setting: Fast food industry O'Neil; Supplement (Field), (903A25),
Product Type: Exercise Subjects: NO 2p, by Michael R. Pearce, Kathleen E.
Abstract: Helps students develop an SUBJECTS(KEYWORDS) Slaughter, Elizabeth O'Neil; Supplement
elevator pitch for their most important Length: 19p (Field), (903A26), 5p, by Michael R.
asset--themselves. Before class Pearce, Kathleen E. Slaughter, Elizabeth
students are asked to interview a 588011 O'Neil; Supplement (Field), (903A27),
potential employer and to develop Title: Pizza Hut, Inc. 3p, by Michael R. Pearce, Kathleen E.
preliminary elevator pitches. Once in Author(s): Kaufmann, Patrick J. Slaughter, Elizabeth O'Neil; Supplement
class, students work through an exercise Publication Date: 09/09/1987 (Field), (903A28), 3p, by Michael R.
that helps them refine their elevator Revision Date: 05/20/1993 Pearce, Kathleen E. Slaughter, Elizabeth
pitches and better understand several Product Type: Case (Field) O'Neil
key marketing principles. Leads to an Abstract: Pizza Hut, Inc. is a franchisor Year New: 2004
engaging and thought-provoking of eat-in pizza restaurants. It has
discussion. decided to enter the home delivery 903A25
Subjects: NO market and is in the process of Title: The Pizza Public Co. Ltd.,
SUBJECTS(KEYWORDS) implementing that strategy. The case Thailand (B)
Length: 2p traces the development of the home Author(s): Pearce, Michael R.;
Supplementary Materials: Teaching delivery concept at Pizza Hut and the Slaughter, Kathleen E.; O'Neil, Elizabeth
Note, (507069), 6p, by Thomas interaction between the franchisor and Publication Date: 12/18/2003
Steenburgh, Michael Norton its powerful franchisees as it attempts to Product Type: Supplement (Field)
Year New: 2007 achieve system-wide rollout. Focuses on Publisher: Richard Ivey School of
the management of significant change in Business/UWO
582063 a franchise system and on the strategy Abstract: Supplements the (A) case.
Title: Pixley-Richards, Inc. decision regarding home delivery. Must be used with: (903A24) The Pizza
Author(s): Cady, John F.; Cespedes, Geographic Setting: United States Public Co. Ltd., Thailand (A).
Frank V. Industry Setting: Fast food industry Geographic Setting: Asia
Publication Date: 11/06/1981 Subjects: Distribution channels; Industry Setting: Food industry; Retail
Revision Date: 09/09/1983 Franchising; Marketing management; industry
Product Type: Case (Field) Marketing strategy; Restaurants; Subjects: Asia; Food; Management
Abstract: Deals with the question of Retailing communication; Marketing planning;
whether Pixley-Richards should become Length: 16p Negotiations; Retailing
a producer of subassemblies for the Supplementary Materials: Teaching Length: 2p
electronics industry. The company is a Note, (589082), 13p, by Patrick J. Supplementary Materials: Teaching
manufacturer of electronic components, Kaufmann Note, (803A24), 16p, by Michael R.
and subassembly manufacturing would Pearce, Kathleen E. Slaughter, Elizabeth
represent a move forward in the 903A24 O'Neil
manufacturing chain. Title: The Pizza Public Co. Ltd., Year New: 2004
Geographic Setting: United States Thailand (A)
Industry Setting: Electronics industry Author(s): Pearce, Michael R.; 903A26
Gross Revenues: $13 million assets Slaughter, Kathleen E.; O'Neil, Elizabeth Title: The Pizza Public Co. Ltd.,
Subjects: Electronics; Growth strategy; Publication Date: 12/18/2003 Thailand (C)
Industrial markets; Market analysis; Product Type: Case (Field) Author(s): Pearce, Michael R.;
Marketing planning; Strategic market Publisher: Richard Ivey School of Slaughter, Kathleen E.; O'Neil, Elizabeth
planning Business/UWO Publication Date: 12/18/2003
Length: 19p Abstract: The Pizza Public Co. Ltd. Product Type: Supplement (Field)
Supplementary Materials: Teaching (PPCL) is a division of the Minor Group Publisher: Richard Ivey School of
Note, (584069), 13p, by John F. Cady of Companies that focuses on the Business/UWO
management and operation of food Abstract: Supplements the (A) case.
506S07 service outlets. Takes place between Must be used with: (903A24) The Pizza
Title: Pizza Hut, Inc., Spanish Version November 1999 and February 2000 and Public Co. Ltd., Thailand (A).
Author(s): Kaufmann, Patrick J. covers the negotiation process between Geographic Setting: Asia
Publication Date: 09/09/1987 PPLC and Tricon Restaurants USA Industry Setting: Food industry; Retail
Revision Date: 05/20/1993 regarding the renewal of the company's industry
Product Type: LACC Case franchise agreement for Pizza Hut in Subjects: Asia; Food; Management
communication; Marketing planning; information describing the products or half century, marketing science in
Negotiations; Retailing services they want to buy is accurate academia has emerged as a rigorous
Length: 5p and unbiased? How do they know that field. Conjoint analysis, econometric
Supplementary Materials: Teaching their order will be fulfilled correctly and modeling, techniques derived from
Note, (803A24), 16p, by Michael R. on time or that their financial records, mathematical psychology, and many
Pearce, Kathleen E. Slaughter, Elizabeth purchasing, and Web-viewing habits will other tools and approaches have
O'Neil be protected from prying eyes? The revolutionized its practice. But many of
Year New: 2004 answer is that often they don't. In most the most rigorous tools were developed
cases, consumers base their purchasing years ago, in response to old problems.
903A27 decisions largely on trust. As consumers And managers and organizations
Title: The Pizza Public Co. Ltd., become more savvy about the Internet, increasingly find those tools irrelevant to
Thailand (D) the authors contend that they will insist the new challenges they face. So
Author(s): Pearce, Michael R.; on doing business with Web companies business practitioners adopt approaches
Slaughter, Kathleen E.; O'Neil, Elizabeth they trust. While the Internet enables that appear to address their real and
Publication Date: 12/18/2003 consumers to research competing current marketing problems but that lack
Product Type: Supplement (Field) companies, products, and services, most the rigor of the academically established
Publisher: Richard Ivey School of manufacturers design and deploy their methods. Now, argues the author, we
Business/UWO Web sites as if such information were need to rethink and transform the field of
Abstract: Supplements the (A) case. largely unavailable. They promote their marketing so it balances rigor and
Must be used with: (903A24) The Pizza products in a biased way--using high- relevance. He details seven strategies
Public Co. Ltd., Thailand (A). pressure sales tactics that do little to that would help achieve that aim: Bridge
Geographic Setting: Asia inspire trust--while neglecting to provide the disciplinary silos. Shift from
Industry Setting: Food industry; Retail consumers with the tools they need to traditional management to network
industry make informed purchasing decisions. orchestration. Change the focus from
Subjects: Asia; Food; Management According to the authors, Web trust is customer relationship management
communication; Marketing planning; built in a three-stage cumulative process (CRM) to customer managed
Negotiations; Retailing that establishes (1) trust in the Internet relationships (CMR). Shift from
Length: 3p and the specific Web site, (2) trust in the company-branded products to customer-
Supplementary Materials: Teaching information displayed, and (3) trust in branded solutions. Use analytics and
Note, (803A24), 16p, by Michael R. delivery fulfillment and service. The metrics as the glue. Adopt the adaptive
Pearce, Kathleen E. Slaughter, Elizabeth authors review current trust-building experimentation philosophy for all your
O'Neil practices used on the Web. They activities and strive for empirical
Year New: 2004 propose the use of new, software- generalizations. And, challenge (and
enabled advisers that communicate with change) your mental models. And how to
customers to discern their needs and pursue those strategies? In a
903A28
provide unbiased recommendations. A collaboration between both practitioners
Title: The Pizza Public Co. Ltd.,
Web site featuring virtual advisers and academic researchers, says the
Thailand (E)
created by the authors showed that 75% author. (Editor's Note: This article is
Author(s): Pearce, Michael R.;
of the site's visitors trusted these excerpted from a paper the author
Slaughter, Kathleen E.; O'Neil, Elizabeth
software-enable advisers more than the presented when he accepted MIT's 2007
dealers from whom they last purchased Buck Weaver Award, which recognizes
vehicles. The companies that earn real individuals who have made important
profits in the world of Internet marketing contributions to the advancement of
Business/UWO
will be trust generators selling products theory and practice in marketing
that deliver the best value in a complete, science.)
Must be used with: (903A24) The Pizza
unbiased, competitive comparison. Subjects: NO
Public Co. Ltd., Thailand (A).
Industry Setting: E-commerce; Internet SUBJECTS(KEYWORDS)
Geographic Setting: Asia
& online services industries Length: 10p
Industry Setting: Food industry; Retail
Subjects: Competition; Corporate
industry
strategy; Customer relations; Financial 594074
Subjects: Asia; Food; Management
management; Internet; Retailing Title: Planet Reebok (A)
communication; Marketing planning;
Length: 12p Author(s): Quelch, John A.; Harper,
Negotiations; Retailing
Year New: 2005 Jamie
Length: 3p
Supplementary Materials: Teaching Publication Date: 04/01/1994
Note, (803A24), 16p, by Michael R. SMR283 Revision Date: 03/14/1997
Pearce, Kathleen E. Slaughter, Elizabeth Title: A Plan to Invent the Marketing We Product Type: Case (Field)
O'Neil Need Today Abstract: Reebok International Ltd. is
Year New: 2004 Author(s): Wind, Yoram (Jerry) preparing to launch its first global
Publication Date: 07/01/2008 advertising campaign for "Planet
Product Type: Case (Field) Reebok" in three European countries--
SMR054
Abstract: The world in which marketing France, Germany, and the United
Title: Placing Trust at the Center of Your
operates has fundamentally changed. Kingdom. Planet Reebok was recently
Internet Strategy
Has marketing research and practice launched in the United States during the
Author(s): Urban, Glen L.; Sultan,
kept up? The answer, says the author, is 1993 Superbowl. The company
Fareena; Qualls, William J.
no. At the heart of the current trouble is conducted market research on the
a severance of academic rigor from Planet Reebok concept in the three
Product Type: SMR Article
managerial relevance. Through its countries.
Abstract: When consumers visit a retail
maturation as a discipline over the past Geographic Setting: Europe
Web site, how do they know that the
Industry Setting: Athletic & outdoor Planned Parenthood Federation of planning two years ago. Describes the
apparel industry; Footwear industry America (A); (598041) Planned evolution of the planning process,
Number of Employees: 4,600 Parenthood Federation of America (C). particularly in relation to the marketing
Gross Revenues: $3 billion revenues Geographic Setting: United States department. The class has to evaluate
Subjects: Advertising; International Industry Setting: Health care industry the process and recommend
marketing; Marketing strategy Gross Revenues: $478 million improvements. Planning at Pepsi (A) is
Length: 33p revenues assigned as company and industry
Supplementary Materials: Teaching Subjects: Health services; Management background.
Note, (598128), 10p, by John A. Quelch; of change; Marketing strategy; Nonprofit Geographic Setting: United States
Supplement (Field), (594095), 1p, by organizations Industry Setting: Soft drink industry
John A. Quelch, Jamie Harper Length: 10p Company Size: Fortune 500
594095 598041 Subjects: Beverages; Consumer goods;
Title: Planet Reebok (B) Title: Planned Parenthood Federation of Marketing planning; Planning; Strategic
Author(s): Quelch, John A.; Harper, America (C) market planning
Jamie Author(s): Rangan, V. Kasturi; Length: 14p
Publication Date: 04/01/1994 Backman, Elaine V.
Product Type: Supplement (Field) Publication Date: 02/13/1998 BH008
Abstract: Supplements Planet Reebok Product Type: Case (Field) Title: Planning for the Inevitable Product
(A). Must be used with: (594074) Planet Abstract: Describes the series of events Recall
Reebok (A). and processes that led to the formulation Author(s): Berman, Barry
Industry Setting: Advertising industry of a reinvention plan. May be used with: Publication Date: 03/15/1999
Subjects: Advertising; International (598002) Planned Parenthood Product Type: Business Horizons
marketing; Marketing strategy Federation of America (B); (598001) Article
Length: 1p Planned Parenthood Federation of Publisher: Business Horizons/Indiana
America (A). University
598001 Geographic Setting: United States Abstract: The importance of planning
Title: Planned Parenthood Federation of Industry Setting: Health care industry for a product recall can be seen in the
America (A) Gross Revenues: $500 million large number of recalls, their increasing
Author(s): Rangan, V. Kasturi; revenues frequency, and the overall costs they
Backman, Elaine V. Subjects: Health services; Management incur, both direct and indirect. Direct
Publication Date: 10/21/1997 of change; Marketing strategy; Nonprofit costs include: communicating to all
Revision Date: 04/24/2002 organizations affected parties; the logistics of
Product Type: Case (Field) Length: 9p recovering, repairing, and returning the
Abstract: Outlines the dynamic shifts in product; and the loss in profits due to
the external environment surrounding 583050 diminished sales during and after the
Planned Parenthood's operations in Title: Planning at Pepsi (A): Company recall period. Indirect costs occur in
1994. Health care reform was and Industry Background lowered stock price and market value.
threatening some of its core customer Author(s): Yip, George S.; Brainard, This article offers a guide to planning
base. The organization had to come up Caroline P. during three phases of product recall:
with a strategy and a process for Publication Date: 02/14/1983 prior to, during, and after the recall.
adapting to the new environment. May Product Type: Case (Field) Proper readiness for product recalls can
be used with: (598002) Planned Abstract: Describes activities of the substantially minimize both direct and
Parenthood Federation of America (B); parent company PepsiCo, Inc., and the indirect costs.
(598041) Planned Parenthood soft drink franchise division Pepsi-Cola Subjects: Management of crises;
Federation of America (C). Company (U.S.A.). Provides consumer, Marketing management; Product
Geographic Setting: United States trade and competitive data for U.S. soft management; Product recalls
Industry Setting: Health care industry drink industry. Length: 10p
Gross Revenues: $478 million Geographic Setting: United States
revenues Industry Setting: Soft drink industry 589071
Subjects: Health services; Management Company Size: Fortune 500 Title: Please Pass the NOTSALT
of change; Marketing strategy; Nonprofit Gross Revenues: $7 billion revenues Author(s): Greyser, Stephen A.; Klein,
organizations Subjects: Beverages; Competition; Norman
Length: 16p Consumer goods; Marketing strategy; Publication Date: 11/23/1988
Strategic market planning Product Type: Case (Gen Exp)
598002 Length: 20p Abstract: Traces the development of a
Title: Planned Parenthood Federation of salt substitute product from the discovery
America (B) 583051 of the protein that produces the taste to
Author(s): Rangan, V. Kasturi; Title: Planning at Pepsi (B): The the sale of the British startup company to
Backman, Elaine V. Strategic and Marketing Planning an American health food company.
Publication Date: 10/21/1997 Process Although the product fuels immediate
Product Type: Case (Field) Author(s): Yip, George S.; Brainard, growth for the American company, and
Abstract: Outlines the process of Caroline P. its future appears bright, the case ends
strategy reinvention adopted by Planned Publication Date: 02/14/1983 with a science reporter pursuing the
Parenthood. It lays out the new strategic Product Type: Case (Field) CEO to discuss a possible link of the
proposals, and the reactions of the Abstract: The Pepsi-Cola franchise product to a high incidence of
various constituencies to those division (which sells concentrate to miscarriages.
proposals. May be used with: (598001) bottlers) initiated formal strategic Geographic Setting: England; United
States Publication Date: 11/02/2000 February 1998, purchased all intellectual

Industry Setting: Food industry Revision Date: 06/19/2001 rights to everything bearing the
Company Size: small Product Type: Color Case Pokemon name outside of Asia.
Subjects: Food; Management of crises; Abstract: Pokemon, the colloquial name Launched in September 1998, Pokemon
Public relations; United Kingdom given to a collection of 150 fantastic, quickly took the United States by storm,
Length: 2p animal-inspired creatures with organic single-handedly resuscitating Nintendo's
powers and the capacity to evolve, are lagging video game sales, and earning
F0603B the stars of video games, trading card stature as one of the top three licensing
Title: A Pointed Lesson About Product games, and TV cartoons. Conceived in success stories of all time by year-end
Features Japan in 1996, Pokemon quickly 1999 (on worldwide sales of $7 billion
Author(s): Abrahams, Marc became that nation's favorite toy and U.S. sales of $1.2 billion). This case
Publication Date: 03/01/2006 phenomenon, and attracted the attention begs the question of how management
Product Type: Harvard Business of Nintendo of America, which, in at Nintendo and licensing partner 4Kids
Review Article February 1998, purchased all intellectual Entertainment did it and, perhaps more
Abstract: Companies tend to rely on rights to everything bearing the importantly, whether they can sustain
industry wisdom about where to put their Pokemon name outside Asia. Launched (and perhaps grow) Pokemon's success
R&D dollars to improve their products. in September 1998, Pokemon quickly over time. Is Pokemon just a passing fad
But sometimes the industry is wrong. took the United States by storm, single- to be "milked," or can it be managed as
Subjects: NO handedly resuscitating Nintendo's a sustainable brand franchise? Was
SUBJECTS(KEYWORDS) lagging video game sales and earning Pokemon's success simply a fluke, an
Length: 2p stature as one of the top three licensing unpredictable function of mere good
Year New: 2006 success stories by year-end 1999 (on fortune, or is sound brand strategy and
worldwide sales of $7 billion and U.S. planning the cause?
sales of $1.2 billion). How did Geographic Setting: United States
504808
management at Nintendo and licensing Industry Setting: Software industry;
Title: Pokemon U.S. Launch Infomercial
partner 4Kids Entertainment accomplish Computer game industry; Entertainment
Author(s): Fournier, Susan
this and, perhaps more importantly, can industry
they sustain (and perhaps grow) Subjects: Brands; Cross cultural
Product Type: Video
Pokemon's success over time? Is relations; Entertainment industry; Ethics;
Abstract: This 14-minute "teaser"
Pokemon just a passing fad to be International marketing; Licensing; New
introduces the Pokemon concept to
"milked," or can it be managed as a product marketing; Toy industry
American children prior to the official
sustainable brand franchise? Was Length: 23p
product launch. Illustrates one of the key
Pokemon's success simply a fluke, an NEW
marketing tactics used in the U.S. launch
unpredictable function of mere good
plan as well as serves as an educational
fortune, or is sound brand strategy and 580108
device for developing students'
planning the cause? Includes color Title: Poland Spring Bottling Corp.
familiarity with the Pokemon product
exhibits. Author(s): Shapiro, Benson P.;
concept. Introduces the primary
Geographic Setting: New York, NY; Sherman, Jeffrey J.
Pokemon characters and explains the
Redmond, WA Publication Date: 02/01/1980
basic collectability concept that drives
Industry Setting: Toy industry; Revision Date: 04/01/1981
the Pokemon card game, video, and
Entertainment industry; Game industry Product Type: Case (Field)
television series ("Gotta Catch 'Em All").
Subjects: Brands; Cross cultural Abstract: Poland Spring is a small
Also provides information about the
relations; Entertainment industry; Ethics; domestic bottler of mineral water trying
dates, times, and stations on which the
International marketing; Licensing; New to compete in a rapidly expanding
Pokemon TV show would air. This
product marketing; Toy industry market against Perrier, the dominant
infomercial was sent to 1.2 million
Length: 31p brand, and 20 other foreign and
households listed either in Nintendo's
Supplementary Materials: Teaching domestic waters. Company management
Game Boy owner database or in
Note, (502096), 13p, by Susan Fournier; must decide how to position and
retailers' lists in late August 1998, the
Video, (504808), 14 min, by Susan promote its product with limited
week before the premier of the Pokemon
Fournier resources. An excellent case to force
TV series. Three weeks later, Pokemon
Blue and Red Game Boy games, each decision making on consumer marketing
priced at $29, arrived on retail shelves. 502092 strategy.
Must be used with: (501017) Pokemon: Title: Pokemon: Gotta Catch 'Em All Geographic Setting: United States
Gotta Catch 'Em All. (Abridged) Industry Setting: Bottling & distribution
Industry Setting: Entertainment Author(s): Fournier, Susan industry
industry; Toy industry Publication Date: 06/10/2002 Company Size: small
Subjects: Brands; Cross cultural Revision Date: 09/19/2002 Gross Revenues: $4 million annual
relations; Entertainment industry; Ethics; Product Type: Case (Field) sales
International marketing; Licensing; New Abstract: Pokemon, the colloquial name Subjects: Advertising strategy;
product marketing; Toy industry given to a collection of 150 fantastic, Beverages; Competition; Distribution
Length: 14 min animal-inspired creatures with organic channels; Market segmentation;
List Price: $150.00 powers and the capacity to evolve, are Marketing strategy; Pricing strategy;
Year New: 2004 the stars of video games, trading card Product positioning
games, and TV cartoons. Conceived in Length: 27p
Japan in 1996, Pokemon quickly
501017
became that nation's favorite toy 513119
Title: Pokemon: Gotta Catch 'Em All
phenomenon, and attracted the attention Title: Polaroid France S.A.
Author(s): Fournier, Susan; Wojnicki,
of Nintendo of America, who, in Author(s): Buzzell, Robert D.
Andrea
Publication Date: 09/05/1968 Sales strategy Jehoshua; Villanueva, Julian

Revision Date: 12/30/1983 Length: 7p Publication Date: 08/24/2005
Abstract: Discusses problems of 598074 Product Type: LACC Case
developing a marketing program in a Title: Polygram Classics Abstract: In 2003, Mike McCready,
multinational company. Describes the Author(s): Arnold, David J. CEO of Barcelona-based Polyphonic
adaptation of U.S. policies to the French Publication Date: 11/19/1997 HMI, was preparing to launch an artificial
market. Product Type: Case (Field) intelligence tool that could create
Geographic Setting: France Abstract: There has been no growth in significant value for music businesses.
Industry Setting: Photographic classical recorded music sales from The technology, referred to as Hit Song
equipment & supplies 1991 to 1996. Polygram Classics, the Science (HSS), analyzed the
Gross Revenues: $3 billion sales market leader, has appointed a new mathematical characteristics of music
Event Year Start: 1967 management team to revive growth. All and compared them to characteristics of
Event Year End: 1967 areas of marketing are analyzed as the past music hits, making it possible to
Subjects: Advertising campaigns; basis for a new strategy. determine a new song's hit potential.
France; Government policy; International Geographic Setting: Global McCready must decide on a target
marketing; Marketing planning; Industry Setting: Music industry market--record companies, producers, or
Multinational corporations; Pricing Number of Employees: 1,000 unsigned artists--and develop a
strategy; Subsidiaries Gross Revenues: $600 million marketing plan that helps overcome the
Length: 19p revenues likely resistance against adoption.
Subjects: Entertainment industry; Geographic Setting: Barcelona;
7858BC International marketing; Marketing Europe; United States
Title: Politics: Winner Takes All--What organization; Marketing strategy; Industry Setting: Entertainment
Politics Can Learn From Marketing Organization industry; Music industry
Author(s): Quelch, John ; Jocz, Length: 27p Number of Employees: 20
Katherine Gross Revenues: $100,000 revenues
Publication Date: 12/28/2007 Event Year Start: 2003
506009
Product Type: HBS Press Chapter Event Year End: 2003
Title: Polyphonic HMI: Mixing Music
Abstract: In the political marketplace of Subjects: NO
and Math
the United States, compared with the SUBJECTS(KEYWORDS)
Author(s): Elberse, Anita; Eliashberg,
consumer marketplace, choice is limited Length: 24p
Jehoshua; Villanueva, Julian
and information is simultaneously Year New: 2007
overwhelming and inadequate. Revision Date: 09/07/2005
Borrowing more ideas and capabilities Product Type: Case (Field) 586013
from marketing could be just what is Abstract: In 2003, Mike McCready, Title: Population Services International:
needed to make American and other CEO of Barcelona-based Polyphonic The Social Marketing Project in
representative democracies more HMI, was preparing to launch an artificial Bangladesh
democratic. Political parties can learn intelligence tool that could create Author(s): Rangan, V. Kasturi
from mass marketers how to both significant value for music businesses. Publication Date: 09/13/1985
accommodate diversity in constituents' The technology, referred to as Hit Song Revision Date: 07/12/2007
interests and desires, and to create a Science (HSS), analyzed the Product Type: Case (Field)
common umbrella that unifies and mathematical characteristics of music Abstract: Population Services
motivates constituents. and compared them to characteristics of International (PSI) was a not-for-profit
Subjects: NO past music hits, making it possible to agency founded to disseminate family
SUBJECTS(KEYWORDS) determine a new song's hit potential. planning information and to market birth
Length: 39p McCready must decide on a target control products, primarily in less
List Price: $6.95 market--record companies, producers, or developed countries seeking to curb
unsigned artists--and develop a their population explosions. In 1976, PSI
513144 marketing plan that helps overcome the concluded an agreement with the
Title: Polyfiber Plastics Group likely resistance against adoption. government of Bangladesh to conduct a
Author(s): Salmon, Walter J.; Cort, Geographic Setting: Barcelona; social marketing program, with the
Stanton G. Europe; United States objective of using modern marketing
Publication Date: 05/31/1968 Industry Setting: Entertainment techniques to sell subsidized
Revision Date: 08/01/1988 industry; Music industry contraceptives through commercial
Product Type: Case (Field) Number of Employees: 20 outlets. Seven years later, three PSI
Abstract: The product manager for Gross Revenues: $100,000 revenues managers were meeting at PSI's
Zytene, an engineering, thermoplastic Event Year Start: 2003 Washington, D.C. headquarters to
resin in the polyamide group, seeks to Event Year End: 2003 discuss 1984-86 marketing strategy for
maximize the product's success in the Subjects: NO two products: Raja condoms and Maya
long-range future. Discusses changes in SUBJECTS(KEYWORDS) birth control pills. Of particular concern
sales strategy and price reductions. Length: 24p was the fact that the marketing approach
Geographic Setting: United States Supplementary Materials: Teaching that had proven extremely successful for
Industry Setting: Plastics industry Note, (506081), 20p, by Anita Elberse Raja was yielding poor sales results for
Event Year Start: 1967 Maya. The PSI managers needed to
Event Year End: 1967 devise an action plan for improving Maya
506S18
Subjects: Demand analysis; Industrial Sales.
Title: Polyphonic HMI: Mixing Music
markets; Marketing strategy; Plastics; Geographic Setting: Bangladesh
and Math, Spanish Version
Pricing strategy; Product management; Industry Setting: Health care industry
Author(s): Elberse, Anita; Eliashberg,
Company Size: small Product Type: Case Video Review Article

Number of Employees: 6 Abstract: Population Services Abstract: In a marketplace dominated
Subjects: Developing countries; International, a not-for-profit agency by Japanese and U.S. mass producers
Marketing management; Marketing founded to promote family planning of automobiles, Porsche continues to
planning; Marketing strategy; information and to market birth control prosper by specializing in high-priced
Pharmaceuticals; Social change; Social products, had an agreement with the luxury sports cars. Whereas the mass
enterprise government of Bangladesh to conduct a producers may turn out 50,000 autos in
Length: 19p social marketing program using modern a week, Porsche builds that many in a
Supplementary Materials: Teaching marketing techniques to sell subsidized year in its German plants. Moreover, the
Note, (587058), 20p, by V. Kasturi contraceptives through commercial company has resisted the temptation to
Rangan; Case Video, (887506), 13 min, outlets. This videotape contains a branch out from two-seat sports cars into
by V. Kasturi Rangan; Case Video, DVD, documentary introducing the luxury sedans or other autos that could
(887551), 13 min, by V. Kasturi Rangan Bangladesh Social Marketing Project, serve to broaden its product line.
BESTSELLER some family planning commercials, and Interviews with Peter Schutz, chief
a film serial. Must be used with: executive of Porsche AG, and Jack
590061 (586013) Population Services Cook, president of Porsche Cars North
Title: Population Services International: International: The Social Marketing America, reveal the philosophy behind
The Social Marketing Project in Project in Bangladesh. the company's successes.
Bangladesh (Abridged) Industry Setting: Pharmaceutical Subjects: Competition; Corporate
Author(s): Austin, James E. industry strategy; Interviews; Marketing strategy;
Publication Date: 04/17/1990 Subjects: Advertising campaigns; Product management; Product
Revision Date: 11/17/1992 Developing countries; Distribution positioning
Product Type: Case (Field) planning; Marketing management; Length: 9p
Abstract: Population Services Pharmaceuticals; Social change; Social
International (PSI) was a not-for-profit enterprise F0607A
agency founded to disseminate family Length: 13 min Title: A Portfolio Approach to Sales
planning information and to market birth List Price: $150.00 Author(s): Dudley, Robert C.;
control products, primarily in less Narayandas, Das
developed countries seeking to curb 887551 Publication Date: 07/01/2006
their population explosions. In 1976, PSI Title: Population Services International: Product Type: Harvard Business
concluded an agreement with the The Social Marketing Project in Review Article
government of Bangladesh to conduct a Bangladesh, Video (DVD) Abstract: Vendors that match specific
social marketing program, with the Author(s): Rangan, V. Kasturi sales capabilities to opportunities and
objective of using modern marketing Publication Date: 08/05/1986 provide thoughtful support can maximize
techniques to sell subsidized Revision Date: 02/28/1991 their return over the long term. Those
contraceptives through commercial Product Type: Case Video, DVD that use a four-pronged portfolio
outlets. Seven years later, three PSI Abstract: Population Services approach are likely to do better than their
managers were meeting at PSI's International, a not-for-profit agency peers.
Washington, D.C. headquarters to founded to promote family planning Subjects: NO
discuss 1984-86 marketing strategy for information and to market birth control SUBJECTS(KEYWORDS)
two products: Raja condoms and Maya products, had an agreement with the Length: 3p
birth control pills. Of particular concern government of Bangladesh to conduct a Year New: 2006
was the fact that the marketing approach social marketing program using modern
that had proven extremely successful for marketing techniques to sell subsidized 593105
Raja was yielding poor sales results for contraceptives through commercial Title: Positioning
Maya. The PSI managers needed to outlets. This videotape contains a Author(s): Bell, David E.
devise an action plan for improving documentary introducing the Publication Date: 04/06/1993
Maya sales. Bangladesh Social Marketing Project, Revision Date: 05/24/1994
Geographic Setting: Bangladesh some family planning commercials, and Product Type: Note
Industry Setting: Health care industry a film serial. Must be used with: Abstract: Describes the importance of
Company Size: small (586013) Population Services positioning for retail outlets. Sections of
Number of Employees: 6 International: The Social Marketing the note deal with aspects of the retailing
Subjects: Developing countries; Project in Bangladesh. mix.
Marketing management; Marketing Industry Setting: Pharmaceutical Industry Setting: Retail industry; Retail
planning; Marketing strategy; industry industry
Pharmaceuticals; Social change Subjects: NO Subjects: Consumer marketing;
Length: 13p SUBJECTS(KEYWORDS) Retailing
Supplementary Materials: Teaching Length: 13 min Length: 4p
Note, (590118), 10p, by James E. Year New: 2005
Austin, Tomas Kohn
BH012
86211 Title: The Postmodern Explained to
887506 Title: Porsche on Nichemanship: Managers: Implications for Marketing
Title: Population Services International: Interview with Peter Schutz and Jack Author(s): Cova, Bernard
The Social Marketing Project in Cook Publication Date: 11/15/1996
Bangladesh, Video Author(s): Schutz P; Cook J; Gumpert, Product Type: Business Horizons
Author(s): Rangan, V. Kasturi David E. Article
Publication Date: 08/05/1986 Publication Date: 03/01/1986 Publisher: Business Horizons/Indiana
Revision Date: 02/28/1991 Product Type: Harvard Business University
Abstract: The postmodern has become maintain differentiation, consumers have Publication Date: 02/28/2003
a concept to be wrestled with and can no no basis for choosing it over others. The Revision Date: 02/02/2006
longer be ignored by managers. product's price will then be the Product Type: Case (Field)
Worthwhile insights can be gained by determining factor in a decision to Abstract: When and how should a firm
noting its effects on consumption and purchase. Absent differentiation, says introduce an innovative new product?
the implications for marketing; it is not a the author, the core of any brand and its Introduce too early and functionality may
meaningless intellectual fad or the latest associated business--a loyal customer not be there, too late and strong
fashion flown in from Paris. Hyper-reality base--cannot be created or sustained. In competition might appear. Precise
lies at the core of the perspective offered a time when the competitive terrain for Software Solutions, headquartered in
by the postmodern; reality yields to the most brands is difficult to brutal, the Westwood, MA, is a small, growing
hyper-world of image, illusion, and author describes a new tool that can company with a successful--albeit
simulation. Technological innovation help companies maintain an advantage: narrowly targeted--software product for
becomes subordinate to aesthetic the branded differentiator. A branded database performance management. In
innovation; technology merely plays differentiator can be a feature, service, 1999, it had the beginnings of a new
handmaiden to favoring the creation of program, or ingredient. It must be product with radically broader
images. Postmodernity blends the age of meaningful to customers; that is, it must functionality and market appeal.
the image with the age of experience; be both pertinent and substantial enough However, this new product would
the time of the individual with the time of to matter when people are purchasing or potentially appeal to a different
consumption tribes; the marketing of using the product or service. It must also "audience" within the client's IT
images with the marketing of be actively managed (and, thus, be able organization. Once management
experiences; one-to-one marketing with to justify the investment of management decides when to introduce the product, it
tribal marketing. Postmoderns seek time) over an extended period--years or must also decide how to do so.
products and services less for their use even decades--so that it does not Specifically, should this product be sold
value than for their linking value. become stagnant. Explores the different through the same sales force as other
Personal identity and community are no types of branded differentiators, the pros successful products? Or, would the
longer given but must be constructed on and cons of developing them internally company be better off creating a
an everyday basis by the consumer, who vs. looking outside for them, and separate group targeted at this new
is suspended between a quest for self questions about managing these brands- audience? Finally, it must also decide
versus a quest for community, between within-brands. how to price the product. Its current
given meanings (images) versus Subjects: Brand management; Brands; products have historically yielded sales
constructed meanings (experience). Marketing strategy; Service of $15K to $25K. The firm feels that the
Subjects: Consumer behavior; management value of this new product could be five
Consumer marketing; Marketing Length: 7p times this amount. Is this possible? Will
management; Marketing strategy Year New: 2005 the same salespeople be effective?
Length: 9p Teaching Purpose: Examines sales
97A007 organization, sales strategy, and new
90603 Title: Praegitzer Industries, Inc. product introduction.
Title: The Power of Product Integrity Author(s): Vandenbosch, Mark; Carter, Geographic Setting: United States
Author(s): Clark, Kim B.; Fujimoto, Michael Industry Setting: Software industry
Takahiro Publication Date: 09/22/1997 Number of Employees: 250
Publication Date: 11/01/1990 Revision Date: 02/25/2002 Gross Revenues: $10 million revenues
Product Type: Harvard Business Product Type: Case (Field) Subjects: Information technology;
Review Article Publisher: Richard Ivey School of Innovation; Pricing; Product
Abstract: Products with integrity Business/UWO development; Product introduction;
perform superbly, provide good value, Abstract: A world leader in the design Sales management; Sales organization;
and satisfy customer's expectations in and volume production of complex, rigid, Sales strategy; Software
every respect, including such intangibles multilayer printed circuit boards must Length: 18p
as their look and feel. The most decide how to compete in a rapidly Supplementary Materials: Teaching
successful development organizations consolidating industry. Many of Note, (504084), 11p, by David B. Godes
appoint a "heavyweight" product Praegitzer's key competitors are growing NEW
manager to guide the creation of a rapidly and developing new skills that
strong product concept. This person threaten Praegitzer's position in the 999003
ensures that a product concept both market. Title: Precision Pricing for Profit in the
satisfies potential customers' wants and Geographic Setting: United States New World Order: Increasing Customer
needs and is completely embodied in a Industry Setting: Electronic test & Value, Pricing Latitude, and Profits
product's details. May be used with: measurement Author(s): Shapiro, Benson P.
(692044) Honda Today. Company Size: large Publication Date: 12/07/1998
Subjects: Product introduction; Product Subjects: Electronics; High technology Product Type: Note
management products; Marketing planning; Marketing Abstract: Pricing has become much
Length: 10p strategy more difficult in today's hypercompetitive
Length: 17p world. This note provides managers with
SMR122 Supplementary Materials: Teaching a comprehensive framework for a more
Title: The Power of the Branded Note, (897A07), 8p, by Mark effective pricing strategy and a set of
Differentiator Vandenbosch, Michael Carter pragmatic tools for increasing profits
Author(s): Aaker, David A. through better pricing.
Publication Date: 10/01/2003 503064 Subjects: Customer relations; Marketing
Product Type: SMR Article Title: Precise Software Solutions management; Marketing strategy;
Abstract: If a brand fails to develop or Author(s): Godes, David B. Pricing; Pricing strategy; Sales strategy
Length: 24p Bentley College in Waltham, MA, and opportunity. The fundamental value of
David Glen Mick, a professor at the the Internet lies not in lowering prices or
SMR299 University of Wisconsin offer a way to making them consistent but in optimizing
Title: The Prediction Lover's Handbook get this concept back on track. them. The Net lets companies optimize
Author(s): Davenport, Thomas H.; Subjects: Consumer marketing; prices in three ways. First, it lets them
Harris, Jeanne G. Customer relations; Ethics; Market set and announce prices with greater
Publication Date: 01/01/2009 research; Marketing implementation; precision. Different prices can be tested
Product Type: Case (Field) Marketing strategy; Product planning & easily, and customers' responses can be
Abstract: When picking assessment policy collected instantly. Second, because it's
tools to inform better decisions about Length: 7p so easy to change prices on the Internet,
future paths, executives are faced with a companies can adjust prices in response
wide variety of options--some of which 7974 to even small fluctuations in market
are well established, while others are in Title: Preventing the Premature Death of conditions, customer demand, or
early stages of development. The Relationship Marketing (HBR OnPoint competitors' behavior. Third, companies
authors provide an insider's guide to Enhanced Edition) can use the clickstream data and
prediction and recommendation Author(s): Fournier, Susan; Dobscha, purchase histories that it collects through
techniques and technologies. They Susan; Mick, David Glen the Internet to segment customers
cover prediction tools including Publication Date: 10/01/2001 quickly. Then it can offer segment-
attributized Bayesian analysis, biological Product Type: HBR OnPoint Article specific prices or promotions
responses analysis, cluster analysis, Abstract: As companies develop more immediately.
collaborative filtering, content-based and better ways to understand and Subjects: Electronic commerce;
filtering/decision trees, neural network respond to their customers' needs, Internet; Pricing; Pricing strategy
analysis, prediction (or opinion) markets, relationship marketing has become the Length: 6p
regression analysis, social network- talk of the marketing community.
based recommendations and textual Executives, academics, and consultants 746X
analytics. With each potential tool, they alike have the same goal in mind-- Title: Priceless: Turning Ordinary
briefly describe the technique, who uses creating meaningful relationships with Products into Extraordinary Experiences
it and for what purpose, its strengths and consumers that will yield both the cost- (Hardcover)
weaknesses, and its future prospects as saving benefits of customer retention Author(s): LaSalle, Diana; Britton, Terry
a prediction tool. Finally, the authors economics and the revenue-generating A.
offer up an indication of the best time in rewards of customer loyalty. Publication Date: 10/16/2002
the decision process to begin using the Unfortunately, a close look at consumers Product Type: HBS Press Book
tool. suggests that these relationships are Abstract: Based on in-the-trenches
Subjects: NO troubled ones at best. The things that research and illustrated through powerful
SUBJECTS(KEYWORDS) marketers are doing to build real-world stories, Priceless is the first
Length: 5p relationships with customers, are, in fact, practical guide to experience creation.
subverting them. Relationship Experience consultant Diana LaSalle
98106 marketing--what is supposed to be the and Terry A. Britton offer a model for
Title: Preventing the Premature Death of acme of customer orientation--is falling understanding the relationship between
Relationship Marketing far short of its mark. Susan Fournier, value and experience and introduce the
Author(s): Fournier, Susan; Dobscha, assistant professor at the Harvard Experience Engagement Process and
Susan; Mick, David Glen Business School, Susan Dobscha of the Experience Event Matrix--new
Publication Date: 01/01/1998 Bentley College in Waltham, MA, and systems for evaluating how a company's
Product Type: Harvard Business David Glen Mick, a professor at the offerings align with customer
Review Article University of Wisconsin, offer a way to expectations. LaSalle and Britton take us
Abstract: As companies develop more get this concept back on track. from concept to practice, proving that
and better ways to understand and Subjects: Consumer marketing; companies can build value-adding
respond to their customers' needs, Customer relations; Ethics; Market experiences around any product or
relationship marketing has become the research; Marketing implementation; service--whether they're selling candles
talk of the marketing community. Marketing strategy; Product planning & or computers, catering services or
Executives, academics, and consultants policy consulting advice. The key, they argue,
alike have the same goal in mind-- Length: 10p is to stop thinking about what products
creating meaningful relationships with List Price: $6.50 do and start thinking about what they
consumers that will yield both the cost- offer. Only then can companies
saving benefits of customer retention R0102J transform ordinary products into
economics and the revenue-generating Title: Price Smarter on the Net experiences customers perceive as
rewards of customer loyalty. Author(s): Baker, Walter; Marn, Michael extraordinary, even priceless. Helping
Unfortunately, a close look at consumers V.; Zawada, Craig readers recognize exactly what
suggests that these relationships are Publication Date: 02/01/2001 customers will respond to and how to
troubled ones at best. The things that Product Type: Harvard Business deliver it, this lively, hands-on guide
marketers are doing to build Review Article finally unlocks the mystery of customer
relationships with customers, are, in fact, Abstract: Companies generally set value. We'll never look at what we sell--
subverting them. Relationship prices on the Internet in two ways. Many or buy--the same way again.
marketing--what is supposed to be the start-ups offer untenably low prices in a Subjects: Customer service;
acme of customer orientation--is falling rush to capture first-mover advantage. Customization; Market analysis;
far short of its mark. Susan Fournier, Many incumbents simply charge the Marketing planning; Marketing strategy;
assistant professor at the Harvard same prices on-line as they do off-line. Pricing; Product development; Services
Business School, Susan Dobscha of Either way, companies are missing a big Length: 208p
List Price: $32.95 a given product--even when the goods Author(s): Dean, Joel
involved are entirely unrelated. Publication Date: 11/01/1976
500070 Industry Setting: Retail industry Product Type: Harvard Business
Title: Priceline.com: Name Your Own Subjects: Consumer behavior; Pricing Review Article
Price strategy; Retailing Abstract: New products should be
Author(s): Dolan, Robert J. Length: 2p priced and repriced over their life cycle
Publication Date: 02/15/2000 to fit the changing competitive
Revision Date: 08/10/2000 513148 environment. In the pioneer stage
Product Type: Case (Library) Title: Pricing manufacturers must estimate demand,
Abstract: Priceline.com is a new Author(s): Sultan, Ralph G.M. decide on market targets, design
concept shifting the setting of price from Publication Date: 01/09/1968 promotional strategies, and choose
sellers to buyers. The company aspires Product Type: Note distribution channels. Manufacturers
to use its patented process of Abstract: Technical note on the pricing must decide between a high initial price
advertising units of demand at named of products and price policy. which takes advantage of inelastic
prices to suppliers in many categories. Subjects: Legal aspects of business; demand and helps bear the burden of
This case focuses on its initial use in the Marketing strategy; Pricing financing and a low initial price which
airline industry. Length: 13p can penetrate mass markets early and
Geographic Setting: Stamford, CT raise entry barriers to competitors.
Industry Setting: Internet & online Manufacturers must recognize when a
2629BC
services industries product is entering its mature stage so
Title: Pricing It Right: Strategies,
Gross Revenues: $500 million that prices can be reduced promptly to
Applications, and Pitfalls
revenues forestall the entry of private-label
Subjects: Airlines; Electronic competitors.
commerce; Internet; Marketing Subjects: HBR Classics; Pricing
Abstract: Pricing is one of the linchpins
management; Pricing; Product planning strategy; Product life cycle
of marketing strategy and success. Early
& policy Length: 11p
markets are reached by "prestige
Length: 12p pricing" and "price skimming" to make
Supplementary Materials: Teaching the product appear valuable to the target 576151
Note, (501046), 11p, by Robert J. Dolan segment. This chapter emphasizes that Title: Pricing Policy
these strategies develop perceived Author(s): Lovelock, Christopher H.
503S45 customer value in the product, and only Publication Date: 02/04/1976
Title: Priceline.com: Name Your Own then should "cost-plus" pricing be Product Type: Note
Price, Spanish Version introduced to make the product available Abstract: Designed as supplementary
Author(s): Dolan, Robert J. to all financial sectors. By then, a firm reading for an introductory marketing
Publication Date: 02/15/2000 should have gained market leadership course using case materials. Issues
Revision Date: 08/10/2000 with profits redirected toward developing discussed include pricing objectives,
Product Type: LACC Case another prestige-priced, hot, new sell, fixed and variable costs, price elasticity
Abstract: Priceline.com is a new perpetuating top-line growth throughout of demand, competitive structure of the
concept shifting the setting of price from the market. May be used with: industry, legal considerations, and
sellers to buyers. The company aspires (2556BC) Marketing Strategy: How it pricing policies for new products.
to use its patented process of Fits with Business Strategy; (2564BC) Subjects: Competition; Cost accounting;
advertising units of demand at named Creating a Marketing Plan: An Demand analysis; Industry structure;
prices to suppliers in many categories. Overview; (2572BC) Competitive Legal aspects of business; New product
This case focuses on its initial use in the Analysis: Understand Your Opponents; marketing; Pricing
airline industry. Teaching Purpose: For (2580BC) Market Customization: Length: 6p
discussion of Internet impact on market Market Segmentation, Targeting, and
organization and pricing. Positioning; (2599BC) Developing New 585044
Geographic Setting: Stamford, CT Products and Services: The Marketer's Title: Pricing Policy
Industry Setting: Internet & online Role; (2602BC) Branding: Author(s): Dolan, Robert J.
services industries Differentiation that Customers Value; Publication Date: 09/14/1984
Gross Revenues: $500 million (2610BC) The Right Customers: Revision Date: 10/01/1992
revenues Acquisition, Retention, and Product Type: Note
Subjects: Airlines; Electronic Development; (2637BC) Integrated Abstract: Presents fundamental pricing
commerce; Internet; Marketing Marketing Communications: Creativity, principles.
management; Pricing; Product planning Consistency, and Effective Resource Subjects: Marketing management;
& policy Allocation; (2645BC) Interactive Pricing
Length: 13p Marketing: New Channel, New Length: 7p
Challenge; (2653BC) Marketing Across
F0107A Borders: It's a Big, Big World. 2093
Title: Pricey Encounters Subjects: NO Title: Pricing Simulation: Universal
Author(s): Nunes, Joseph C.; SUBJECTS(KEYWORDS) Rental Car
Boatwright, Peter Length: 23p Author(s): Gourville, John T.; Hogan,
Publication Date: 07/01/2001 List Price: $6.95 John E.; Nagle, Thomas T.
Product Type: Harvard Business Year New: 2006 Publication Date: 01/01/2008
Review Article Product Type: Simulations
Abstract: The prices we encounter in 76604 Abstract: This web-based simulation
the course of making a purchase can Title: Pricing Policies for New Products presents an engaging context in which
affect how much we're willing to pay for (HBR Classic) students develop their knowledge of
pricing by managing a rental car transactions, the provision of means by Consumption

operation (Universal) in Florida and which the customer can make rather Author(s): Gourville, John T.; Soman,
improve regional performance by than take the price, a return to one-on- Dilip
developing a pricing strategy. The one negotiation, and commoditization of Publication Date: 09/01/2002
simulation involves three regions-- markets. Countervailing dynamics of the Product Type: Harvard Business
Orlando, Tampa, and Miami--which vary Internet enable the firm in some Review Article
in size, market dynamics, and customer instances to differentiate pricing all the Abstract: Most executives know how
mix. The focus is competition between time, to create customer switching pricing influences the demand for a
two car rental companies with players barriers, to "de-menu" pricing, to product, but few of them realize how it
inputting decisions for Universal. The differentiate on other dimensions of the affects the consumption of a product. In
simulation lasts up to 12 simulated purchase decision, and to reduce this article, the authors argue that the
months. Whether assigned as transactions costs. A conceptual model relationship between pricing and
individuals or teams, players must set is proposed for identifying Internet-based consumption lies at the core of customer
weekday and weekend prices for each pricing dynamics and market forms strategy. The extent to which a customer
region for each period (month) and make according to the relative strengths of uses a product during a certain time
fleet capacity decisions at several points buyer and seller. These dynamics period often determines whether he or
throughout the simulation. The suggest that pricing decisions can be as she will buy the product again. So pricing
simulation is asynchronous and can be creative as those made about the tactics that encourage people to use the
assigned for homework. A Facilitator's development of new products and products they've paid for help companies
Guide provides an overview of services or advertising campaigns. build long-term relationships with
simulation screens as well as a Indeed, pricing may be the last frontier customers. The link between pricing and
Teaching Note with detailed commentary for marketing creativity. In the hands of consumption is clear: People are more
on debriefing the simulation. The the wise, the Internet might be the digital likely to consume a product when they
simulation can be assigned and used in wagon that carries pricing pioneers to are aware of its cost. But for many
different ways to meet the needs of the the edge of the digital frontier. executives, the idea that they should
instructor. For example, it can be Subjects: Information technology; draw consumers' attention to the price
assigned as a pre-class exercise with Internet; Marketing management; that was paid for a product or service is
subsequent in-class debrief. Marketing strategy; Pricing strategy counterintuitive. Companies have long
Alternatively, given the range of Length: 10p sought to mask the costs of their goods
variables at the professor's disposal, the and services to boost sales. And rightly
professor can craft weekly assignments 500065 so--if a company fails to make the initial
throughout the course which highlight Title: Pricing and Market Making on the sale, it won't have to worry about
specific learning objectives. Finally, the Internet consumption. The problem is that
simulation can be run multiple times, Author(s): Dolan, Robert J.; Moon, masking how much a buyer has spent on
with increasing complexity. Youngme a given product decreases the likelihood
Geographic Setting: United States Publication Date: 12/07/1999 that the buyer will actually use it.
Industry Setting: Rentals; Service Revision Date: 11/09/2000 Subjects: Consumer behavior;
industries; Transportation industry Product Type: Note Consumer marketing; Marketing
Subjects: NO Abstract: Considers the impact of the strategy; Pricing; Pricing strategy;
SUBJECTS(KEYWORDS) Internet on how market exchanges will Product positioning; Sales strategy
Length: 2 hour take place. Discusses the role of Length: 6p
Supplementary Materials: Teaching shopping agents and alternatives to
Note, (2661), 42p, by John T. Gourville, fixed prices such as negotiations, 1814
John E. Hogan, Thomas T. Nagle auctions, and exchanges. Title: Pricing and the Psychology of
Year New: 2007 Subjects: Auctions; Electronic Consumption (HBR OnPoint Enhanced
commerce; Internet; Marketing Edition)
BH059 management; Pricing Author(s): Gourville, John T.; Soman,
Title: Pricing Strategy and the Net Length: 20p Dilip
Author(s): Pitt, Leyland F.; Berthon, Publication Date: 09/01/2002
Pierre R.; Watson, Richard T.; Ewing, 9-507-S13 Product Type: HBR OnPoint Article
Michael Title: Pricing and Market Making on the Abstract: Most executives know how
Publication Date: 03/15/2001 Internet, Spanish Version pricing influences the demand for a
Product Type: Business Horizons Author(s): Dolan, Robert J.; Moon, product, but few of them realize how it
Article Youngme affects the consumption of a product. In
Publisher: Business Horizons/Indiana Publication Date: 12/07/1999 this article, the authors argue that the
University Product Type: LACC Note relationship between pricing and
Abstract: Among marketing mix Abstract: Considers the impact of the consumption lies at the core of customer
variables, price alone directly affects a Internet on how market exchanges will strategy. The extent to which a customer
firm's revenue. The advent of a new take place. Discusses the role of uses a product during a certain time
medium for buyer-seller interaction, the shopping agents and alternatives to period often determines whether he or
Internet, is changing the issue of price fixed prices such as negotiations, she will buy the product again. So pricing
for both customers and suppliers in an auctions, and exchanges. tactics that encourage people to use the
unprecedented way. On the one hand, Subjects: NO products they've paid for help companies
there are Internet dynamics that flatten SUBJECTS(KEYWORDS) build long-term relationships with
the customer value pyramid (defined by Length: 22p customers. The link between pricing and
the value of the customer to the firm) consumption is clear: People are more
because of technology that facilitates likely to consume a product when they
R0209G
customer search, customer control over are aware of its cost. But for many
Title: Pricing and the Psychology of
executives, the idea that they should SMR080 584150

draw consumers' attention to the price Title: Pricing as a Strategic Capability Title: Pricing: Basic Principles
that was paid for a product or service is Author(s): Dutta, Shantanu; Bergen, Author(s): Dolan, Robert J.
counterintuitive. Companies have long Mark; Levy, Daniel; Ritson, Mark; Publication Date: 05/23/1984
sought to mask the costs of their goods Zbaracki, Mark Product Type: Note
and services to boost sales. And rightly Publication Date: 04/01/2002 Abstract: Defines pricing in relation to
so--if a company fails to make the initial Product Type: SMR Article the other elements of the marketing mix.
sale, it won't have to worry about Abstract: For too long, people have Discusses the basic principles of this
consumption. The problem is that made unwarranted but detrimental complex activity and analyzes the effect
masking how much a buyer has spent assumptions about pricing. Changing of the value-creation efforts of the
on a given product decreases the prices, for example, has been looked on manufacturer upon the price the
likelihood that the buyer will actually use as an easy, quick, and reversible manufacturer can obtain from
it. process, and new technologies have consumers.
Subjects: Consumer behavior; only reinforced that way of thinking. Subjects: Consumer marketing;
Consumer marketing; Marketing Similarly, extracting value from a product Marketing mixes; Pricing; Pricing
strategy; Pricing; Pricing strategy; by pricing it correctly has been seen as strategy; Valuation
Product positioning; Sales strategy relatively uncomplicated; the hard part Length: 7p
Length: 9p is creating the valuable product in the
List Price: $6.50 first place. But these dismissive attitudes 500020
toward pricing miss the mark. Pricing is Title: Pricing: Design and
BH061 complex, and it's only growing more so Implementation
Title: Pricing as Entrepreneurial as new tools and techniques become Author(s): Chun, Samuel
Behavior available. The ability to set the right price Publication Date: 08/30/1999
Author(s): Schindehutte, Minet; Morris, at the right time, any time--the very Revision Date: 05/03/2000
Michael H. definition of a pricing capability--is also Product Type: Note
Publication Date: 07/15/2001 becoming increasingly important. In fact, Abstract: Provides general managers
Product Type: Business Horizons in the course of working with dozens of with a framework with which they can
Article companies in the past couple of years, structure and understand pricing
Publisher: Business Horizons/Indiana the authors have spoken with several decisions. Draws examples from existing
University executives who believe that developing HBS case materials.
Abstract: Conventional pricing is being a pricing capability is essential to their Subjects: Pricing
turned on its head. Deciding what prices business' survival. And they are backing Length: 8p
to charge represents one of the more up their views by investing in three
visible decision variables confronting areas: human capital, systems capital,
585038
managers. Prices send clear messages and social capital. The authors explain
Title: Prime Computer, Inc.
about customer value and company the nature of these investments and how
Author(s): Buzzell, Robert D.
objectives. Yet, pricing has been one of they come together to form a pricing
the least emphasized strategic issues. capability that competitors will have a
Historically, managers have taken price hard time imitating. Building such a
Abstract: Describes the problems
for granted, thinking its main function capability requires an effort that some
encountered by a small, rapidly growing
was to cover costs and provide a target companies may not be in a position to
manufacturer of minicomputers. The
rate of return. Now, companies are undertake. Those that do take a
sales manager is having difficulty
adopting more sophisticated comprehensive approach, however, can
recruiting and training sales people fast
approaches. A strategic perspective on make superior pricing decisions that fit
enough to keep pace with growth
pricing includes price objectives, price with their positioning, customers,
opportunities. Beyond this immediate
strategy, price structure, price levels, suppliers, and evolving market
problem, what strategy should Prime
and price promotions. E-commerce conditions for years to come.
adopt in anticipation of future growth?
opens new opportunities for using Subjects: Investments; Marketing
Rewritten version of two earlier cases by
differentiated pricing all the time, strategy; Pricing
the same author.
optimizing pricing by creating customer Length: 8p
switching barriers, and differentiating by Year New: 2005
Industry Setting: Computer industry
stage. Challenges to management Company Size: small
include the development of technology 500071 Subjects: Computer industry; Growth
that facilitates customer price searching Title: Pricing: A Value-Based Approach strategy; Industry analysis; Marketing
and customers making rather than taking Author(s): Dolan, Robert J. strategy; Sales management; Strategic
prices. An integrative framework for Publication Date: 12/21/1999 market planning
analysis combines the dimensions of Revision Date: 11/03/2003 Length: 23p
strategic pricing with market-based Product Type: Note Supplementary Materials: Teaching
versus cost-based, proactive versus Abstract: Presents a framework for Note, (585048), 13p, by Robert D.
reactive, risk-assumptive versus risk- determining prices for products and Buzzell
aversive, and flexible versus services in concert with the value
standardized dimensions. provided to customers. Discusses
BH091
Subjects: Entrepreneurship; Information methodologies for estimating customer
Title: A Primer for Lean Marketing
technology; Marketing management; value.
Author(s): Lowry, James R.
Marketing strategy; Pricing Subjects: Pricing
Product Type: Business Horizons
Article
Publisher: Business Horizons/Indiana
University Subjects: Advertising campaigns; Year New: 2005

Abstract: When there is a downturn in Corporate strategy; Financial services;
business, companies usually initiate Organizational change; Public relations 6288BC
actions to cut their costs. But this does Length: 36p Title: Prioritize Brands in the Portfolio:
not achieve the greater goal of Developing a Brand Portfolio Strategy in
maintaining a continually lean CMR318 a Silo Environment
organization that minimizes waste and Title: Principles for User Design of Author(s): Aaker, David
maximizes efficiency. The principles of Customized Products Publication Date: 10/21/2008
lean thinking include providing value, Author(s): Randall, Taylor; Terwiesch, Product Type: HBS Press Chapter
creating a value stream, generating flow, Christian; Ulrich, Karl T. Abstract: Most CMOs looking at their
employing pull, and creating perfection. Publication Date: 08/01/2005 organizations see too many brands with
Apply them to the marketing planning Product Type: CMR Article too few priorities and too little leverage--
process and the mix of product, price, Publisher: California Management a context that makes it difficult to create
promotion, and place and--voila--you Review strong brands and effective marketing.
have lean marketing. Abstract: User design is a particular Silos, particularly product silos, can
Subjects: Marketing management; form of product customization that allows significantly contribute to brand
Marketing strategy; Operations the customer to specify the properties of proliferation and the absence of an
management a product. User design has emerged as effective portfolio strategy. Developing a
Length: 8p a mechanism to build brand loyalty, to fit brand portfolio strategy in a silo
Year New: 2004 products to the heterogeneous needs of environment involves making the
a market, and to differentiate the decision to add or eliminate brands,
588066 offerings of a manufacturer. However, assign roles and establish priorities, and
Title: Primerica Corp. (A): How many consumers face daunting determine how to leverage the strategic
American Can Discovered Primerica challenges in designing a product that brands. This chapter introduces three
Author(s): Greyser, Stephen A.; Klein, fits their personal needs. This makes it frameworks that can help.
Norman essential for producers of customized Subjects: NO
Publication Date: 06/07/1988 goods and services to create user SUBJECTS(KEYWORDS)
Revision Date: 05/26/1989 interfaces that are effective in supporting Length: 29p
Product Type: Case (Field) consumers in the user design process. List Price: $6.95
Abstract: During the 1980s, the Defines the fundamental information-
American Can Co. had gradually processing problem associated with user 594039
become more a financial services design of customized products and Title: The Private Label Movement
conglomerate and less a packaging articulates five principles of user design. Author(s): Goldberg, Ray A.; Kaplan,
company. When CEO Gerald Tsai sold Also outlines actions that can be taken Robert S.; Daniels, Donald
the company's packaging division in late to improve user design systems. Publication Date: 09/23/1993
1986 and along with it the American Can Industry Setting: Consumer products Product Type: Note
name, the company needed a new Subjects: NO Abstract: Private labels, previously
name. The case traces the changes in SUBJECTS(KEYWORDS) weak in the U.S. market, are making
what had been American Can and Length: 19p inroads in the United States and
describes the four-month process Year New: 2005 Canada. Reasons for this include a weak
leading to the launch of the new economy, better quality of private label
Primerica. May be used with: (589088) 506021 goods, and a desire by retailers to
Primerica Corp. (B). Title: Principles of Pricing increase profitability.
Geographic Setting: United States Author(s): Gourville, John T. Industry Setting: Consumer products
Industry Setting: Financial services Publication Date: 09/22/2005 Subjects: Brands; Consumer goods
Company Size: large Revision Date: 01/12/2006 Length: 8p
Subjects: Corporate strategy; Financial Product Type: Note
services; Organizational change Abstract: Presents the basic principles 589120
Length: 21p of pricing, including value pricing, price Title: Private Label at Dayton Hudson
sensitivity, and price Department Store Co.
589088 customization/discrimination. Author(s): Salmon, Walter J.; Kremer,
Title: Primerica Corp. (B) Subjects: NO Marian
Author(s): Greyser, Stephen A.; Klein, SUBJECTS(KEYWORDS) Publication Date: 06/23/1989
Norman Length: 10p Revision Date: 10/28/1991
Publication Date: 01/19/1989 Year New: 2005 Product Type: Case (Field)
Product Type: Case (Field) Abstract: Concerns the role that private
Abstract: Focuses on the company's 506018 label should play in the strategy of a
evaluation of the corporate identity Title: Principles of Product Policy major American department store.
campaign that launched the name Author(s): Elberse, Anita Includes discussion of the pricing and
"Primerica." Special attention is given to Publication Date: 09/07/2005 the costs of private label. In addition, it
Primerica's corporate advertising and the Revision Date: 05/04/2006 deals with the types of merchandise that
measures used to evaluate its Product Type: Note lend themselves to private label and the
effectiveness. May be used with: Abstract: Provides an introduction to implications of effectively managing a
(588066) Primerica Corp. (A): How key product policy issues. private label program.
American Can Discovered Primerica. Subjects: NO Geographic Setting: United States
Geographic Setting: United States SUBJECTS(KEYWORDS) Industry Setting: Retail industry
Industry Setting: Financial services Length: 8p Company Size: large
Company Size: large Gross Revenues: $2 billion revenues
Subjects: Brands; Department stores; more than the volume model predicted. Product Type: Case (Field)
Retailing While trying to adjust to the new culture, Publisher: Richard Ivey School of
Length: 25p the marketing director had to evaluate Business/UWO
Supplementary Materials: Teaching the risks associated with launching the Abstract: The assistant brand manager
Note, (592028), 8p, by Walter J. Salmon, product not knowing if the new tools for Procter & Gamble's Scope brand in
David Wylie would generate the additional volumes Canada has been working since May
needed and the risk of losing the with the brand manager to refine the
87312 competitive edge if she postponed the brand's market position. They are
Title: Private Labels Are Back in launch. May be used with: (900M06) concerned about whether they have
Fashion Procter & Gamble Canada (B): The chosen the correct target for the brand,
Author(s): Salmon, Walter J.; Cmar, Canadian MDO. and what their fall advertising for Scope
Karen A. Geographic Setting: Canada should communicate. A focus group
Publication Date: 05/01/1987 Industry Setting: Consumer products session has been planned for the next
Product Type: Harvard Business Company Size: large two weeks. They are eagerly awaiting
Review Article Subjects: Canada; Consumer goods; the opportunity to uncover key consumer
Abstract: Battles between national Organizational design; Reorganization; insights but want to ensure that they are
brands and private labels continue Strategic planning asking the right questions. They have to
unabated on retailers' shelves and racks. Length: 6p make specific decisions regarding the
The conflict is particularly sharp in the Supplementary Materials: Teaching fall advertising campaign no later than
fashion industry, where famous names Note, (800M05), 7p, by Roderick E. the beginning of August and want to
are now not only brands but also private White ensure that the new advertisements are
labels. Private labels have made inroads as successful as possible. This case can
into the fashion business because 900M06 be used in a second-year advertising or
consumer tastes are changing, Title: Procter & Gamble Canada (B): research methods elective, or as part of
management information systems have The Canadian MDO the advertising module in a first-year
become sophisticated, and certain Author(s): White, Roderick E.; Mark, course.
manufacturers have developed Ken Geographic Setting: Canada
reputations among the style conscious. Publication Date: 07/19/2000 Industry Setting: Consumer products
Even so, some of America's most Product Type: Case (Field) Company Size: large
powerful chains continue to stress Publisher: Richard Ivey School of Subjects: Advertising; Canada;
national brands instead of their own Business/UWO Consumer goods; Consumer marketing;
brands. Abstract: Organization 2005, the latest Market research; Product management
Industry Setting: Apparel industry; initiative by Procter & Gamble (P&G) Length: 16p
Retail industry worldwide, was put in place to help
Subjects: Brands; Clothing; Consumer double revenue growth between 2000 502S07
behavior; Consumer marketing; and 2005. The reorganization aligned Title: Procter & Gamble Co. (A),
Marketing management; Product the company so that planning and Spanish Version
management; Retailing managing the lines of business were Author(s): Quelch, John A.; Court, Alice
Length: 7p done on a global basis. The company's M.
culture, its structure, and how work Publication Date: 08/08/2002
900M05 would be done were three key items that Product Type: LACC Case
Title: Procter & Gamble Canada (A): the changes would impact. The newly Abstract: An associate advertising
The Febreze Decision appointed president of P&G Canada manager at Procter & Gamble is
Author(s): White, Roderick E.; Mark, reflected on the strategy behind the considering several options to
Ken changes, the implications of the strengthen the company's position in the
Publication Date: 07/18/2000 organizational change, and the message light duty liquid detergent market. One
Product Type: Case (Field) he wanted to deliver as he prepared to option is to introduce a fourth Procter &
Publisher: Richard Ivey School of address the Canadian employees. May Gamble brand in the category. Provides
Business/UWO be used with: (900M05) Procter & substantial information on the Procter &
Abstract: Procter & Gamble Gamble Canada (A): The Febreze Gamble brand management
reorganized its operations and created Decision. organization.
Global Business Units with Market Geographic Setting: Canada Geographic Setting: United States
Development Organizations (MDO) to Industry Setting: Consumer products Industry Setting: Consumer products
augment the brand strategy work. This Company Size: large Company Size: Fortune 500
reorganization supported changes in Subjects: Canada; Consumer goods; Gross Revenues: $11 billion sales
culture that included reasonable risk Organizational design; Reorganization; Subjects: Advertising; Brands;
taking. The marketing director of Procter Strategic planning Consumer marketing; Product
& Gamble Canada was evaluating the Length: 6p introduction; Sales promotions
potential success of launching a new Supplementary Materials: Teaching Length: 36p
product, Febreze, by using volume Note, (800M05), 7p, by Roderick E. Year New: 2006
analysis resources available to her. The White
results indicated that Febreze would be 584047
a relatively small business opportunity, 98A030 Title: Procter & Gamble Co. (A)
but the model could not take into Title: Procter & Gamble Canada: Author(s): Quelch, John A.; Court, Alice
account the various new MDO marketing Developing Scope Advertising Copy M.
tools that were not yet available. To Author(s): Hulland, John S.; Mark, Ken Publication Date: 11/03/1983
justify the cost of launching the product, Publication Date: 01/14/1999 Revision Date: 05/15/1990
revenues would have to be significantly Revision Date: 11/07/2002 Product Type: Case (Field)
Abstract: An associate advertising Consumer marketing; Product launch of a more environmentally

manager at Procter & Gamble is introduction; Sales promotions friendly form of packaging. These
considering several options to Length: 20 min "Enviro-Paks" would reduce the amount
strengthen the company's position in the List Price: $150.00 of plastic used in a standard 3L package
light duty liquid detergent market. One by 85%, resulting in a 15% saving in
option is to introduce a fourth Procter & 504S14 total manufacturing costs. Although a
Gamble brand in the category. Provides Title: The Procter & Gamble Co.: Lenor similar type of packaging had already
substantial information on the Procter & Refill Package, Spanish Version been introduced in Europe, the Enviro-
Gamble brand management Author(s): Quelch, John A.; Paks would be the first of their kind in
organization. Drumwright, Minette E. North America. Because of this, Grad
Geographic Setting: United States Publication Date: 09/11/1991 Schnurr faced many strategic issues and
Industry Setting: Retail industry Revision Date: 08/01/1996 had to make decisions relating to the
Company Size: Fortune 500 Product Type: LACC Case pricing, promotion, and national launch
Gross Revenues: $11 billion sales Abstract: The assistant brand manager of the paks.
Subjects: Advertising; Brands; for Lenor, Procter & Gamble Germany's Geographic Setting: Canada
Consumer marketing; Product fabric softener brand, was preparing a Industry Setting: Chemical industry
introduction; Sales promotions presentation on the national launch of an Company Size: large
Length: 29p environmentally friendly refill package. Subjects: Canada; Environmental
Supplementary Materials: Teaching Geographic Setting: Germany protection; Marketing management;
Note, (586065), 13p, by John A. Quelch, Industry Setting: Soap & detergent Pricing; Product introduction
Cynthia A. Bates; Teaching Note, industry Length: 11p
(591107), 17p, by Frank V. Cespedes; Company Size: Fortune 500 Supplementary Materials: Teaching
Case Video, (886501), 20 min, by John Gross Revenues: $600 million sales Note, (890A06), 6p, by Adrian B. Ryans
A. Quelch Subjects: Brands; Consumer goods;
Germany; Packaging; Product 503S09
584048 development; Product management Title: Procter & Gamble: Always
Title: Procter & Gamble Co. (B) Length: 21p Russia, Spanish Version
Author(s): Quelch, John A.; Court, Alice Author(s): Arnold, David J.
M. 592016 Publication Date: 10/23/1998
Publication Date: 11/03/1983 Title: The Procter & Gamble Co.: Lenor Product Type: LACC Case
Revision Date: 05/15/1990 Refill Package Abstract: P&G has rapidly gained
Product Type: Case (Field) Author(s): Quelch, John A.; market leadership in Russia with the
Abstract: The brand assistant on H-80, Drumwright, Minette E.; Yao, Julie Always feminine protection brand. The
a new light duty liquid detergent, has to Publication Date: 09/11/1991 distinctive emerging market strategies
develop a year-one national promotion Revision Date: 08/01/1996 employed by P&G are discussed. In
plan for the new product. Illustrates one Product Type: Case (Field) planning further market development,
of the important tasks of a Procter & Abstract: The assistant brand manager the management team faces three
Gamble brand assistant and provides for Lenor, Procter & Gamble Germany's decisions: 1) whether to maintain the
substantial information on different types fabric softener brand, was preparing a price premium of Always or to attempt to
of consumer promotions. presentation on the national launch of an develop the mid-market through lower
Geographic Setting: United States environmentally friendly refill package. priced brands; 2) whether the different
Industry Setting: Consumer products Geographic Setting: Germany marketing strategies employed in
Company Size: Fortune 500 Industry Setting: Soap & detergent different countries in Central and Eastern
Gross Revenues: $11 billion sales industry Europe should be harmonized,
Subjects: Advertising; Brands; Company Size: Fortune 500 especially in light of current parallel
Consumer marketing; Product Gross Revenues: $600 million sales importing problems; and 3) whether the
introduction; Sales promotions Subjects: Brands; Consumer goods; feminine protection portfolio should be
Length: 25p Germany; Packaging; Product extended by launching either Alldays
Supplementary Materials: Teaching development; Product management pantiliners and/or Tampax Tampons.
Note, (586038), 14p, by John A. Quelch, Length: 18p Teaching Purpose: To illustrate the
Cynthia A. Bates; Case Video, (886501), Supplementary Materials: Teaching strategies necessary in emerging
20 min, by John A. Quelch Note, (593010), 18p, by John A. Quelch markets and 2) marketing planning in a
rapidly developing market.
886501 Geographic Setting: Russia
90A006
Title: Procter & Gamble Co.: H-80 Industry Setting: Consumer products
Title: Procter & Gamble, Inc.: Downy
Postscript, Video Company Size: large
Enviro-Pak
Author(s): Quelch, John A. Gross Revenues: $37 billion revenues
Author(s): Ryans, Adrian B.; Lahey,
Publication Date: 07/25/1985 Subjects: Brand management;
Janet; Lane, Christopher
Product Type: Case Video Emerging markets; International
Abstract: Presents an interview with the marketing; Marketing strategy; Russia
brand manager on H-80, describing the Length: 16p
Procter & Gamble Co.'s subsequent Year New: 2006
launch of this new product. Must be Business/UWO
used with: (584048) Procter & Gamble Abstract: In early 1989, with growing 599050
Co. (B); (584047) Procter & Gamble Co. concern among Canadians about the Title: Procter & Gamble: Always
(A). impending solid waste problem, Grad Russia
Industry Setting: Advertising industry Schnurr, the brand manager for Downy Author(s): Arnold, David J.
Subjects: Advertising; Brands; fabric softener, was considering the Publication Date: 10/23/1998
Product Type: Case (Field) Abstract: Introduces the student to the Length: 5p
Abstract: P&G has rapidly gained concept of the product life cycle. The
market leadership in Russia with the meaning and fundamental underpinnings 585022
Always feminine protection brand. The of the product life cycle are presented. Title: Product Policy
distinctive emerging market strategies Further, the nature of market and Author(s): Quelch, John A.
employed by P&G are discussed. In competitive forces at different stages in Publication Date: 08/14/1984
planning further market development, the life cycle, and the implications for Revision Date: 10/20/1992
the management team faces three managerial action, are discussed. Product Type: Note
decisions: 1) whether to maintain the Subjects: Competition; Marketing Abstract: Summarizes principal issues
price premium of Always or to attempt to strategy; Product life cycle; Strategic involved in product policy.
develop the mid-market through lower planning Subjects: Marketing strategy; Product
priced brands; 2) whether the different Length: 11p planning & policy
marketing strategies employed in Length: 7p
different countries in Central and 87210 Supplementary Materials: Teaching
Eastern Europe should be harmonized, Title: Product Management Audit Note, (585023), 11p, by John A. Quelch
especially in light of current parallel Author(s): Quelch, John A.; Farris, Paul
importing problems; and 3) whether the W.; 501049
feminine protection portfolio should be Publication Date: 03/01/1987 Title: Product Policy Decisions
extended by launching either Alldays Product Type: Harvard Business Author(s): Dolan, Robert J.
pantiliners and/or Tampax Tampons. Review Article Publication Date: 10/11/2000
Geographic Setting: Russia Abstract: In a large, marketing-oriented Revision Date: 12/13/2000
Industry Setting: Consumer products organization, it's often hard for top Product Type: Note
Company Size: large management to keep track of how the Abstract: Provides an introduction to
Gross Revenues: $37 billion revenues various products are doing - beyond key product policy issues.
Subjects: Brand management; sales and other data. Are the product Subjects: Product development;
Emerging markets; International managers putting emphasis on the right Product lines; Product planning & policy
marketing; Marketing strategy; Russia things? Are they delegating enough Length: 6p
Length: 13p authority? Are they wasting time? With
Supplementary Materials: Teaching the results of an audit, top management
Note, (500105), 12p, by David J. Arnold 905A28
can help the product managers make
Title: Product Portfolio Planning at
the best use of their time and promote
Estonia's Saku Brewery
93A027 marketing effectiveness with a well-
Author(s): Pearce, Michael R.; Mitchell,
Title: Procter & Gamble: Facelle motivated staff.
Jordan
Division Facial Tissue Industry Setting: Auditing
Author(s): Deutscher, Terry H. Subjects: Auditing; Marketing
Publication Date: 10/11/1993 information systems; Marketing
Revision Date: 01/15/1996 management; Product management
Business/UWO
Product Type: Case (Field) Length: 3p
Abstract: The CEO and the marketing
director of Saku Olletehase AS of
Business/UWO 587107 Estonia must decide on the company's
Abstract: In August 1991, Procter & Title: Product Management, Video Index product portfolio plan. Saku enjoyed
Gamble, Inc. (P&G) acquired Facelle Author(s): Quelch, John A. market leadership in Estonia with its
Paper Products, a Toronto-based Publication Date: 06/26/1987 brand Saku Originaal; however, the
manufacturer of tissue, towel, and Product Type: Supplement (Other) strength in market share has weakened
sanitary products, for $185 million. By Abstract: Provides an index for Video in recent years due to increasing
March 1992, P&G was prepared to (9-887-536). Must be used with: competition and greater marketing
consider a major repositioning of the (887536) Product Management, Video. acumen from other domestic producers.
Facelle brands (Royale and Florelle) in Subjects: NO Although domestic beer sales have
the facial tissue market. The product SUBJECTS(KEYWORDS) fallen, the company has experienced
formulation, their brand names, pricing, Length: 1p increases in other product lines, such as
and advertising strategies were all under
alcoholic long drinks, cider, and
review.
576064 nonalcoholic beverages, which
Geographic Setting: Canada
Title: Product Policy complement its existing agreement to
Industry Setting: Paper industry
Author(s): Lovelock, Christopher H. sell Pepsi and 7Up. For the last three
Company Size: large
Publication Date: 10/06/1975 years, the company has had the
Subjects: Advertising strategy; Brands;
Product Type: Note exclusive right to resell three well-known
Canada; Consumer goods; Marketing
Abstract: Discusses the determination international beer brands (Guinness,
management; Marketing strategy;
of product policy, including such issues Kilkenny, and Carlsberg) in Estonia. With
Pricing strategy
as adjustments to a firm's product mix, so many options and finite marketing
Length: 24p
product positioning and evaluating the fit resources, the company needs to decide
between product, company and market where to focus its effort.
579072 characteristics. It is intended as Geographic Setting: Estonia
Title: Product Life Cycle supplementary reading material in an Industry Setting: Brewers
Author(s): Corey, E. Raymond; Capon, introductory case-oriented marketing Event Year Start: 2004
Noel course. Event Year End: 2004
Publication Date: 10/01/1978 Subjects: Marketing strategy; Product Subjects: NO
Revision Date: 08/16/1985 lines; Product planning & policy; Product SUBJECTS(KEYWORDS)
Product Type: Note positioning Length: 23p
Supplementary Materials: Teaching Industry Setting: Advertising industry Author(s): Quelch, John A.
Note, (805A28), 12p, by Michael R. Subjects: Advertising; Advertising Publication Date: 06/04/1982
Pearce, Jordan Mitchell campaigns; Marketing management; Revision Date: 05/30/1990
Year New: 2006 Marketing strategy; Nonprofit marketing; Product Type: Exercise
Nonprofit organizations; Social change; Abstract: Data on sales force, dealer,
505038 Social enterprise and consumer incentives are provided
Title: Product Team Cialis: Getting Length: 8p for eight industries. Students must
Ready to Market attempt to match the names of the eight
Author(s): Ofek, Elie 7860BC industries against each data profile.
Publication Date: 10/04/2004 Title: Programs: Civic Goods, Civil Industry Setting: Advertising industry
Revision Date: 01/21/2009 Services--What Government Can Learn Subjects: Advertising; Consumer
Product Type: Color Case From Marketing marketing; Incentives
Abstract: Lilly and ICOS are preparing Author(s): Quelch, John A.; Jocz, Length: 2p
for the launch of a new drug, Cialis, to Katherine
compete against Viagra. To position Publication Date: 12/28/2007 F0810G
against the incumbent firm Pfizer, which Product Type: HBS Press Chapter Title: Protect Your Product's Look and
developed and markets Viagra, and Abstract: The guiding principle of Feel from Imitators
other newcomers into the erectile democracy is that the purpose of Author(s): Gelb, Betsy D.;
dysfunction market, they must determine government is to serve its citizens. To a Krishnamurthy, Partha
how best to segment the market and citizenry inundated with news of Publication Date: 10/01/2008
which target market to focus on. The wrongdoing and scandals, the notion Product Type: Harvard Business
marketing plan should take advantage of that the public comes first may seem at Review Article
Cialis's medical profile. In particular, they odds with reality. Since failure to serve Abstract: "Trade dress" is the legal term
must pay special attention to the citizens weakens the social bonds that for a nonfunctional design feature, such
communication strategy to patients, make democracy viable, a democratic as the cowhide pattern on Gateway's
physicians, and partners. The analysis, government stands to learn much from computer boxes. Many companies don't
plan, and action should take into account marketing about better communicating know its value or assume that they could
extensive market research and recent the positive contributions it makes to sue imitators. Here's a simple
competitive developments. Includes citizens' lives. experiment to acquire the data needed
color exhibits. Subjects: NO for protection.
Geographic Setting: Global SUBJECTS(KEYWORDS) Subjects: NO
Industry Setting: Pharmaceutical Length: 26p SUBJECTS(KEYWORDS)
industry List Price: $6.95 Length: 4p
Subjects: Communication strategy;
Competition; Market research; Market HKU626 BH074
segmentation; Marketing planning; Title: Promoting Healthcare Tourism in Title: Proven Strategies for New Market
Pharmaceuticals; Product positioning India Mastery
Length: 26p Author(s): Tang, Amy; Yim, Bennett Author(s): Meyer, Peter
Note, (505060), 15p, by Elie Ofek Product Type: Case (Field) Product Type: Business Horizons
Year New: 2005 Publisher: University of Hong Kong Article
Abstract: A joint study by the Publisher: Business Horizons/Indiana
96601 Confederation of Indian Industries and University
Title: Profits for Nonprofits: Find a McKinsey forecast the potential of Abstract: You can choose from 4 key
Corporate Partner healthcare tourism to amount to US$2.2 strategies to systematically create and
Author(s): Andreasen, Alan R. billion by 2010. The Indian Government's master new markets. Path 1 is to start
Publication Date: 11/01/1996 growing awareness of this lucrative from a blank slate with unknown
Product Type: Harvard Business market led to a series of task forces and customers and unknown products. This
Review Article meetings to finalize decisions on how to is the most exciting path to take, but the
Abstract: Here's a familiar story: A develop the country into a major health most formidable and riskiest; Path 2 is
nonprofit organization joins forces with a destination. Allows students to evaluate to deliver new products to known
corporation in a cause-related marketing the industry dynamics and competitive customers; Path 3 takes known
campaign. It seems like a win-win deal, situation in order to develop a proposed products to unknown customers; and
but the nonprofit--and the media--find positioning and targeting strategy. Path 4 is building a new market with
out several weeks into the campaign that Geographic Setting: India known customers and known products--
the corporation's business practices are Industry Setting: Health care industry; usually results in product line extensions
antithetical to the nonprofit's mission. Managed care and runs the risk that you will become
The nonprofit's credibility is severely Subjects: NO defined by your knowledge. The
damaged. Is the moral of the story that SUBJECTS(KEYWORDS) opportunity to create and dominate a
nonprofits should steer clear of alliances Length: 28p new market offers the prospect of
with for-profit organizations? Not at all, Supplementary Materials: Teaching working without competition and with
Alan Andreasen says. Nonprofit Note, (HKU627), 9p, by Amy Tang, increased margins. However, the firm
managers can help their organizations Bennett Yim must choose the path that leverages its
avoid many of the risks and reap the Year New: 2007 knowledge. It is important to remember
rewards of cause-related marketing that the product is not just the device or
alliances by thinking of themselves not 582120 service, but also the delivery process,
as charities but as partners in the Title: Promotion Incentive Allocation customer interfaces, and support
marketing effort. Exercise systems. Examples from FedEx, AT&T,
GlaxoSmithKline and other companies Length: 17p 573002

illustrate the pitfalls and advantages of Supplementary Materials: Teaching Title: Pure Drug Co.
each of the 4 paths to new market Note, (IES074), 12p, by Lluis G. Renart Author(s): Sorenson, Ralph Z., II
strategies. Publication Date: 07/01/1972
Subjects: Corporate strategy; Marketing IES073 Revision Date: 11/01/1980
strategy; Product management Title: Puig Doria (Condensed) Product Type: Case (Field)
Length: 5p Author(s): Renart, Lluis G.; Pares, Abstract: A new divisional sales
Francisco; Martincich, Melissa manager is surprised when one of the
BH198 Publication Date: 02/01/1986 salesmen asks to retire early. He must
Title: Public Relations Comes of Age Product Type: Case (Field) decide how to reallocate the territories, a
Author(s): Robinson, David Publisher: IESE Business School decision that is complicated by an
Publication Date: 05/15/2006 Abstract: Puig Doria is a famous jewelry alleged informal agreement about
Product Type: Business Horizons designer and retailer located in territories made between the former
Article Barcelona, Spain. After two relatively sales manager and two of the salesmen.
Publisher: Business Horizons/Indiana unsuccessful efforts to export its Based on Consolidated Drugs, Inc. by
University designs, the company was approached W. Nolen, N.H. Borden, Jr., and R.
Abstract: Public relations (PR) is an in 1983 by C. ITOH, one of the largest Raymond.
important component of a firm's Japanese trading companies. C. ITOH Geographic Setting: New York, NY
integrated marketing communications would buy Mr. Puig Doria's designer Industry Setting: Pharmaceutical
strategy. Once populated by such jewelry to be resold in Japan through industry
passive acts as issuing press releases Daimatsu, a manufacturer of high-quality Event Year Start: 1952
and responding to press inquiries, the kimonos. A year and a half has gone by. Event Year End: 1952
field has "come of age" and developed The Japanese have bought samples to Subjects: Communication; Employee
into an active part of the firm's test their market and have published a training; Management of change;
promotional activities. Today's PR very sophisticated catalog in which Mr. Performance appraisal;
employs such techniques as event Puig Doria and his designs are Pharmaceuticals; Sales management
sponsorship, stunt marketing, charitable prominently displayed. Length: 25p
activities, and placement (the paid Geographic Setting: Spain
appearance of a firm's products within Industry Setting: Jewelry industry 585158
entertainment content). This paper Subjects: Europe; Exports; Japan; Title: Puritan Drug Co.
defines contemporary PR practices and Marketing management; Retailing Author(s): Moriarty, Rowland T., Jr.
develops rules for successful Length: 8p Publication Date: 02/06/1985
implementation of these modern Supplementary Materials: Teaching Revision Date: 07/29/1993
approaches to promotion. Note, (IES074), 12p, by Lluis G. Renart Product Type: Case (Field)
Industry Setting: Advertising industry Abstract: David Thomas takes his first
Subjects: NO 87301 sales management assignment and is
SUBJECTS(KEYWORDS) Title: Pulling Away from Push Marketing faced with a sales rep revolt because of
Length: 10p Author(s): Achenbaum, Alvin A.; a possible territory reorganization. In
Year New: 2006 Mitchel, F. Kent addition, his sales division is performing
Publication Date: 05/01/1987 well below the national average.
IES072 Product Type: Harvard Business Rewritten version of a case by R.Z.
Title: Puig Doria Review Article Sorenson.
Author(s): Renart, Lluis G.; Pares, Abstract: Manufacturers of packaged Geographic Setting: New York, NY
Francisco; Martincich, Melissa goods no longer can entice consumers Industry Setting: Wholesale;
Publication Date: 01/01/1987 through traditional "pull" marketing Pharmaceutical industry
Revision Date: 02/01/1991 techniques - huge TV and other Company Size: small
Product Type: Case (Field) advertising campaigns and alluring Gross Revenues: $13 million sales
Publisher: IESE Business School packaging. So the trade has moved in to Subjects: Organizational change;
Abstract: Puig Doria is a famous jewelry grab customers through "push" Pharmaceuticals; Sales management;
designer and retailer located in marketing techniques - especially Wholesaling
Barcelona, Spain. After two relatively coupons and trade deals. Unless Length: 21p
unsuccessful efforts to export its manufacturers reverse this trend, they
designs, the company was approached will risk crippling their own marketing 508054
in 1983 by C. ITOH, one of the largest productivity. Manufacturers have to Title: Purolator Courier Ltd.
Japanese trading companies. C. ITOH understand the recent changes in Author(s): Lal, Rajiv; Ross, Catherine
would buy Mr. Puig Doria's designer society and consumer tastes that have Publication Date: 03/06/2008
jewelry to be resold in Japan through caused the shift from pull to push Product Type: Case (Field)
Daimatsu, a manufacturer of high-quality marketing. They then can return to pull Abstract: On a fall day in September
kimonos. A year and a half has gone by. marketing by directing their attention to 2003, Robert Swanborough made his
The Japanese have bought samples to the small, varied segments that now way down a thickly carpeted hallway in
test their market and have published a make up the U.S. market. Purolator's headquarters in Toronto,
very sophisticated catalog in which Mr. Subjects: Brands; Consumer marketing; Canada, toward a meeting with his two
Puig Doria and his designs are Market segmentation; Marketing deputies. Several months earlier,
prominently displayed. management; Marketing strategy; Swanborough, then vice-president of
Geographic Setting: Spain Product management Marketing, had been named vice-
Industry Setting: Jewelry industry Length: 3p president for Sales Effectiveness atop a
Subjects: Europe; Exports; Japan; transformed sales division. The previous
Marketing management; Retailing week, the team had presented to top
management the results of the customer Cunningham SM; Review Article

segmentation research that Publication Date: 02/01/1967 Abstract: Consumers are slow to notice
Swanborough had contracted while in Revision Date: 12/29/1980 positive or negative changes in a
marketing. The research identified Product Type: Case (Field) product's quality, and that could have
customers that would be willing to pay Abstract: Describes the marketing important implications for your
more for the services that Purolator was activities of the Quaker Oats Company company's marketing plan.
or could potentially provide to them. The on behalf of Life Cereal, a ready-to-eat Subjects: NO
new Sales Effectiveness team breakfast cereal that the company began SUBJECTS(KEYWORDS)
planned .... to distribute nationally in 1961. Length: 3p
Geographic Setting: Canada Geographic Setting: Chicago, IL Year New: 2007
Event Year Start: 2003 Industry Setting: Breakfast cereal
Event Year End: 2003 industry 508038
Subjects: NO Event Year Start: 1966 Title: Queensland Sugar Limited
SUBJECTS(KEYWORDS) Event Year End: 1966 Author(s): Bell, David E.; Shelman,
Length: 32p Subjects: Advertising campaigns; Mary L.
Year New: 2008 Consumer marketing; Food; Marketing Publication Date: 12/14/2007
strategy Product Type: Case (Field)
KEL182 Length: 39p Abstract: Until industry deregulation in
Title: Quaker Oat's Oatmeal Division 2006, Queensland Sugar ran Australia's
Author(s): Nordhielm, Christie; Hall, DS84A single desk marketing system for raw
Gretchen Title: Quality Kitchens Meat Loaf Mix (A) sugar exports. Since deregulation, eight
Publication Date: 01/01/2006 Author(s): Bonini, Charles P. of the ten Queensland sugar millers
Product Type: Case (Field) Publication Date: 01/01/1989 have elected to continue collective
Abstract: The hot breakfast cereal Product Type: Case (Gen Exp) marketing through QSL. However,
division of Quaker Oats was in serious Publisher: Stanford University several millers are threatening to leave
decline, and the increasing American Abstract: Quality Kitchens is a meat loaf the group and market on their own. Their
preference for speed and convenience mix marketed in the western United primary objection is to QSL's board
at breakfast did not bode well for the States. A new brand manager must structure, which is currently divided
category. The senior VP overseeing the come up with a marketing plan for the equally between millers, growers, and
hot breakfast division has been given an product. Historical data on past sales, independent directors. The case
ultimatum by the CEO to turn the advertising, promotion, and economic describes the evolution of Australia's
company's namesake product line conditions is available. Preliminary sugar industry; the differing interests of
around. She develops a marketing plan, regression analyses also have been growers, millers, and customers; and
but will it work? done. May be used with Quality Kitchens the impact of changes in global supply
Geographic Setting: United States Meat Loaf Mix (B). (e.g., the rise of Brazil as a major
Industry Setting: Food industry Geographic Setting: United States, sugarcane and sugar producer) and
Subjects: NO Western demand (e.g., the increased use of
SUBJECTS(KEYWORDS) Industry Setting: Food industry sugarcane for ethanol production).
Length: 25p Subjects: Advertising; Food; Market Industry Setting: Agribusiness;
research; Marketing planning; Agriculture industry
581061 Regression analysis Number of Employees: 250
Title: Quaker Oats Co.: Field Sales Length: 4p Gross Revenues: 1.5 billion
Force Strategy and Management Event Year Start: 2007
Author(s): Schubert LA DS84B Event Year End: 2007
Publication Date: 11/21/1980 Title: Quality Kitchens Meat Loaf Mix (B) Subjects: NO
Revision Date: 06/17/1986 Author(s): Bonini, Charles P. SUBJECTS(KEYWORDS)
Product Type: Case (Field) Publication Date: 01/01/1989 Length: 34p
Abstract: Explores the feasibility of Product Type: Case (Gen Exp) Year New: 2007
supplementing the fulltime force with Publisher: Stanford University
part-time personnel and using brokers Abstract: More detailed regression R0504F
for dry grocery products. A videotape (9- analyses are presented and a series of Title: The Quest for Customer Focus
885-522) is available for use with this questions raised about interpreting these Author(s): Gulati, Ranjay; Oldroyd,
case. results. Should be used with Quality James B.
Geographic Setting: United States Kitchens Meat Loaf Mix (A). Publication Date: 04/01/2005
Industry Setting: Consumer products Geographic Setting: United States, Product Type: Harvard Business
Gross Revenues: $2 billion sales Western Review Article
Subjects: Consumer goods; Consumer Industry Setting: Food industry Abstract: Companies have poured
marketing; Distribution planning; Food; Subjects: Advertising; Food; Market enormous amounts of money into
Non-store retailing; Sales management; research; Marketing planning; customer relationship management, but
Sales promotions Regression analysis in many cases the investment hasn't
Length: 38p Length: 8p really paid off. That's because getting
Supplementary Materials: Teaching closer to customers isn't about building
Note, (586142), 14p, by John A. Quelch, F0704H an information technology system. It's a
Cynthia A. Bates Title: Quality in the Eye of the Beholder learning journey that begins with the
Author(s): Mitra, Debanjan; Golder, creation of a companywide repository
513157 Peter N. containing every customer interaction
Title: Quaker Oats Co.: Life Cereal Publication Date: 04/01/2007 with the company, organized by
Author(s): Salmon, Walter J.; Product Type: Harvard Business customer. Communal coordination is
what's called for at this stage, as each forth between central analytic units and channels; Industrial markets; Suppliers
group contributes its information to the various organizational units like Length: 18p
data pool separately from the others and marketing, sales, and operations, as
then taps into it as needed. In the together they seek answers to questions 595001
second stage, one-way serial like "How can we prevent customers Title: RCI Master Distributor: Evolution
coordination from centralized IT through from switching to a competitor?" and of Supplier Relationships
analytical units and out to the operating "Who would be most likely to buy a new Author(s): Rangan, V. Kasturi
units allows companies to go beyond product in the future?" In stage four, Publication Date: 10/07/1994
just assembling data to drawing firms begin to move past discrete, formal Revision Date: 07/10/1995
inferences. In stage three, companies initiatives and, through integral Product Type: Case (Field)
shift their focus from past relationships coordination, bring an increasingly Abstract: Traces the evolution of RCI as
to future behavior. Through symbiotic sophisticated understanding of their a master distributor from the time it was
coordination, information flows back and customers to bear in all day-to-day founded in 1946 until 1994. The second-
forth between central analytic units and operations. generation owner of the distribution
various organizational units like Subjects: Customer relations; Customer company faces several challenges
marketing, sales, and operations, as retention; Market segmentation; unique to the 1990s environment that his
together they seek answers to questions Marketing information systems; father did not face. As Danny Schwartz
like "How can we prevent customers Marketing strategy attempts to grapple with those issues, he
from switching to a competitor?" and Length: 14p has to answer the long-term strategic
"Who would be most likely to buy a new List Price: $6.50 question of the viability of his distribution
product in the future?" In stage four, Year New: 2005 business.
firms begin to move past discrete, formal Geographic Setting: United States
initiatives and, through integral 590015 Number of Employees: 200
coordination, bring an increasingly Title: Questionnaire Design and Gross Revenues: $35 million revenues
sophisticated understanding of their Development Subjects: Distribution; Distribution
customers to bear in all day-to-day Author(s): Silk, Alvin J. channels; Industrial markets; Suppliers
operations. Publication Date: 02/07/1990 Length: 18p
Industry Setting: Airline industry; Revision Date: 08/13/1990 Supplementary Materials: Teaching
Banking industry; Gaming industry Product Type: Note Note, (598149), 8p, by V. Kasturi
Subjects: Customer relations; Customer Abstract: An introduction to the design Rangan
retention; Market segmentation; of questionnaires administered in
Marketing information systems; surveys undertaken in management and 572008
Marketing strategy social science research. Outlines a Title: RFD Electronics, Inc. (A)
Length: 10p multistep process for developing a Author(s): Corey, E. Raymond; Winslow
Year New: 2005 questionnaire. May be used with: D
(F0205A) How Surveys Influence Publication Date: 08/11/1971
9645 Customers. Revision Date: 06/07/1972
Title: The Quest for Customer Focus Subjects: Market research; Polls & Product Type: Case (Field)
(HBR OnPoint Enhanced Edition) surveys Abstract: Describes corporate
Author(s): Gulati, Ranjay; Oldroyd, Length: 16p organization and organization of the
James B. aerospace division with particular
Publication Date: 04/01/2005 504S29 emphasis on the procurement function.
Product Type: HBR OnPoint Article Title: RCI Master Distributor: Evolution Geographic Setting: California
Abstract: Companies have poured of Supplier Relationships, Spanish Industry Setting: Defense industry;
enormous amounts of money into Version Electronics industry
customer relationship management, but Author(s): Rangan, V. Kasturi Gross Revenues: $1 billion sales
in many cases the investment hasn't Publication Date: 10/07/1994 Subjects: Aerospace industry;
really paid off. That's because getting Revision Date: 07/10/1995 Electronics; Purchasing; Suppliers
closer to customers isn't about building Product Type: LACC Case Length: 10p
an information technology system. It's a Abstract: Traces the evolution of RCI as
learning journey that begins with the a master distributor from the time it was 572009
creation of a companywide repository founded in 1946 until 1994. The second- Title: RFD Electronics, Inc. (B1)
containing every customer interaction generation owner of the distribution Author(s): Corey, E. Raymond; Winslow
with the company, organized by company faces several challenges D
customer. Communal coordination is unique to the 1990s environment that his Publication Date: 08/11/1971
what's called for at this stage, as each father did not face. As Danny Schwartz Revision Date: 06/07/1972
group contributes its information to the attempts to grapple with those issues, he Product Type: Case (Field)
data pool separately from the others and has to answer the long-term strategic Abstract: Concerns the negotiation of
then taps into it as needed. In the question of the viability of his distribution annual purchase agreements with
second stage, one-way serial business. Teaching Purpose: To distributors.
coordination from centralized IT through understand supplier-distributor Geographic Setting: California
analytical units and out to the operating relationship management and to view Industry Setting: Defense industry;
units allows companies to go beyond channel issues from the distributor's Electronics industry
just assembling data to drawing point of view. Gross Revenues: $1 billion sales
inferences. In stage three, companies Geographic Setting: United States Subjects: Aerospace industry;
shift their focus from past relationships Number of Employees: 200 Electronics; Purchasing; Suppliers
to future behavior. Through symbiotic Gross Revenues: $35 million revenues
coordination, information flows back and Subjects: Distribution; Distribution
Length: 27p manager, Bob Lundy, has to prepare a Youngme; Bell, Marie
detailed plan for launching a new Publication Date: 02/04/2000
M313A product, code named SIGMA. The new Revision Date: 04/11/2000
Title: RIN Detergent: To Position or product, though outstanding in features, Product Type: LACC Case
Reposition has the potential to drastically affect Abstract: Outlines the transformation of
Author(s): Azhar, Wasim ROLM's fortunes because it is RadioShack stores from a parts and
Publication Date: 02/07/2008 incompatible with its installed base. accessories business to a provider of
Product Type: Case (Field) Unadvertised per Case Records. high bandwidth Internet access. The
Publisher: Stanford University Geographic Setting: United States control issue for class discussion is the
Abstract: In early January 1989, Irfan Industry Setting: PBX viability of the current strategy. Is it a
Mustafa, General Manager, Personal Company Size: large tremendously visionary thing or is it
Products and Market Research, Lever Gross Revenues: $3 billion revenues fraught with danger? Teaching Purpose:
Brothers Pakistan Limited, was Subjects: Implementation; Industrial Retail strategy and change.
wondering what action to take regarding markets; Product introduction Geographic Setting: United States
the marketing of the laundry detergent Length: 17p Industry Setting: Electronics industry;
bar RIN, which had been introduced to Supplementary Materials: Teaching Retail industry
the Pakistani market in April 1984. The Note, (591077), 12p, by V. Kasturi Company Size: large
product was specially formulated and Rangan Gross Revenues: $3.6 billion revenues
promoted as a fabric washer. Mr. Subjects: Information services; Internet;
Mustafa felt the sales volumes for RIN 591053 Management of change; Retailing
had reached reasonably satisfactory Title: Rabobank: A Unique Approach to Length: 26p
levels in 1988. However, a recent survey Agribusiness
confirmed his suspicion that RIN was Author(s): Goldberg, Ray A.; O'Keefe, 9-508-110
primarily being used for dish washing. Edmund Title: Radiohead: Music at Your Own
Geographic Setting: Pakistan Publication Date: 11/27/1990 Price (A)
Subjects: NO Revision Date: 05/22/1991 Author(s): Elberse, Anita; Bergsman,
SUBJECTS(KEYWORDS) Product Type: Case (Field) Jason
Length: 8p Abstract: A major farm cooperative Publication Date: 05/01/2008
Supplementary Materials: Teaching bank of the Netherlands has a success Product Type: Case (Library)
Note, (M313TN), 9p, by Wasim Azhar story in U.S. agribusiness credit. The Abstract: In October 2007, the British
Year New: 2008 issue is whether or not this is a model for band Radiohead caused a stir when it
global expansion and a model for the announced it would allow customers to
M209A home office in Utrecht. decide how much to pay for its new
Title: ROLM Corp. (A) Geographic Setting: Global album, released exclusively as a digital
Author(s): Ryans, Adrian B. Industry Setting: Agribusiness; Credit download and available only from the
Publication Date: 01/01/1979 industry band's own web site. The pricing plan
Revision Date: 05/01/1988 Company Size: large represented a significant break from the
Product Type: Case (Field) Gross Revenues: $90 billion assets industry standard of fixed prices for
Publisher: Stanford University Subjects: Agribusiness; Cooperatives; music, typically 99 cents for individual
Abstract: ROLM, a small, $4 million Credit; Investment banking; Netherlands songs and upward of $9.99 for complete
manufacturer of military computers, is Length: 19p albums. How viable is such a "name-
planning to enter the electronic private your-own-pricing" plan? And what does
branch exchange (PBX) market in 500081 Radiohead's move say about the future
competition with firms such as Western Title: RadioShack of the music industry?
Electric, ITT, and Nippon Electric. The Author(s): Rangan, V. Kasturi; Moon, Industry Setting: Media; Music industry;
PBX market is a highly competitive one Youngme; Bell, Marie Telecommunications industry
with numerous domestic and foreign Publication Date: 02/04/2000 Number of Employees: 5
competitors firmly established in the Revision Date: 04/11/2000 Event Year Start: 2007
market. Product Type: Case (Field) Event Year End: 2007
Geographic Setting: San Francisco, CA Abstract: Outlines the transformation of Subjects: NO
Industry Setting: Computer industry RadioShack stores from a parts and SUBJECTS(KEYWORDS)
Subjects: Communications equipment; accessories business to a provider of Length: 7p
Computer industry; Distribution high bandwidth Internet access. Year New: 2008
channels; Marketing strategy; Product Geographic Setting: United States
introduction; Silicon Valley; Industry Setting: Electronics industry; 508111
Telecommunications Retail industry Title: Radiohead: Music at Your Own
Length: 23p Company Size: large Price (B)
Supplementary Materials: Teaching Gross Revenues: $3.6 billion revenues Author(s): Elberse, Anita; Bergsman,
Note, (M209AT), 11p, by Adrian B. Subjects: Information services; Internet; Jason
Ryans Management of change; Retailing Publication Date: 05/01/2008
Length: 24p Revision Date: 10/17/2008
590082 Supplementary Materials: Teaching Product Type: Supplement (Field)
Title: ROLM: The SIGMA Introduction Note, (500106), 8p, by V. Kasturi Abstract: An abstract is not available for
Author(s): Rangan, V. Kasturi Rangan, Marie Bell this product. Must be used with: (9-508-
Publication Date: 03/16/1990 110) Radiohead: Music at Your Own
Revision Date: 01/17/1997 503S38 Price (A).
Product Type: Case (Field) Title: RadioShack, Spanish Version Subjects: NO
Abstract: ROLM's product development Author(s): Rangan, V. Kasturi; Moon, SUBJECTS(KEYWORDS)
Length: 2p Length: 4p Geographic Setting: United States

Year New: 2008 Industry Setting: Financial services
593032 Number of Employees: 7,000
584090 Title: Randall's Department Stores Gross Revenues: $1.5 billion revenues
Title: Rainbow Systems, Inc. (A) Author(s): Salmon, Walter J.; Ortmeyer, Subjects: Distribution channels;
Author(s): Quelch, John A.; Collins NA Gwendolyn K. Financial services; Human resources
Publication Date: 03/26/1984 Publication Date: 10/05/1992 management; Market segmentation;
Revision Date: 07/30/1985 Revision Date: 10/17/1994 New product marketing; Sales
Product Type: Case (Field) Product Type: Case (Field) management; Sales organization
Abstract: The president of a start-up, Abstract: Discusses a well-known Length: 24p
private label producer of portable traditional department store that Supplementary Materials: Teaching
personal computers (PCs) is facing confronts a very difficult issue of whether Note, (504083), 14p, by David B. Godes
several important strategic marketing to change its pricing policy from a high- Year New: 2004
decisions in January 1983. His top low to an everyday pricing approach.
priority is to decide what categories of Demands that the student formulate a 502S08
remarketer customers to pursue. plan of execution for changing the Title: Raymond Mushroom Corp.,
Relatedly, he wants to decide how pricing, if needed. Spanish Version
Rainbow's computer will be positioned Geographic Setting: United States Author(s): Shapiro, Benson P.; Stiffler,
versus competing models, what end- Industry Setting: Retail industry Julia
user groups constitute its highest Company Size: mid-size Publication Date: 08/08/2002
potential market segments, what pricing Gross Revenues: $500 million Product Type: LACC Case
policy will be, and where to focus revenues Abstract: In April 1984 Deborah
product development resources. Subjects: Advertising; Department Raymond, president of Raymond
Presents extensive group research data stores; Pricing; Pricing strategy; Mushrooms was deciding whether or not
and PC industry market size and share Retailing to raise prices on Raymond canned
data. As an option, Note on the Personal Length: 24p mushrooms in conjunction with an
Computer Industry (January 1983) may Supplementary Materials: Teaching advertising promotional program to build
be used to provide more extensive Note, (593092), 5p, by David E. Bell consumer preference.
industry background information. Geographic Setting: United States
Geographic Setting: San Francisco, CA 504027 Industry Setting: Canned food industry
Industry Setting: Personal computer Title: Raymond James Financial Company Size: small
industry Author(s): Godes, David B. Gross Revenues: $5 million sales
Number of Employees: 30 Publication Date: 01/14/2004 Subjects: Advertising; Consumer
Subjects: Computer industry; Consumer Revision Date: 02/02/2006 marketing; Food; Marketing
marketing; Development stage Product Type: Case (Field) management; Marketing mixes; Pricing
enterprises; Distribution planning; Abstract: Raymond James Financial Length: 16p
Market selection; Product positioning (RJF) currently sells financial services
Length: 37p through two channels. It is considering 584093
Supplementary Materials: Supplement adding a third in the "middle" of the other Title: Raymond Mushroom Corp.
(Note), (585077), 4p, by John A. Quelch, two. The current strategy has one Author(s): Shapiro, Benson P.; Stiffler,
channel with employees and another Julia
with independent contractors. These Publication Date: 05/24/1984
584091 attract very different financial advisers Revision Date: 08/01/1987
Title: Rainbow Systems, Inc. (B) with various interests. The new proposal Product Type: Case (Gen Exp)
Author(s): Quelch, John A.; Collins NA would create a "quasi" employee who Abstract: In April 1984 Deborah
Publication Date: 03/26/1984 would have some of the benefits of Raymond, president of Raymond
Revision Date: 08/23/1984 being an employee, but enjoy a lot more Mushrooms was deciding whether or not
Product Type: Case (Field) freedom than a traditional employee in to raise prices on Raymond canned
Abstract: In August 1983, Rainbow running his or her own business. Raises mushrooms in conjunction with an
Systems ships its first personal many important issues at a general level advertising promotional program to build
computers. Students must recommend as well as those specific to service consumer preference.
what the company should do now, in industries. First, students must decide Geographic Setting: United States
light of new competitive entry and a how many different services the firm Industry Setting: Canned food industry
rumor that Rainbow's single customer, should offer. How targeted should the Company Size: small
the Brookfield Corporation will exit its firm be? How does the firm ensure that Gross Revenues: $5 million sales
retail business through which it has the right people select the right offering? Subjects: Advertising; Consumer
committed to sell Rainbow's products. Which salespeople should sell in which marketing; Food; Marketing
Designed for use as an in-class handout model? Given the competitive dynamic, management; Marketing mixes; Pricing
following student discussion of Rainbow the class is able to discuss why an Length: 14p
Systems (A). adviser comes to work at RJF as Supplementary Materials: Teaching
Geographic Setting: San Francisco, CA compared with another firm and what Note, (584094), 17p, by Benson P.
Industry Setting: Personal computer this means for his or her business. Shapiro
industry Offers an opportunity to apply marketing
Number of Employees: 30 principles to a human resources problem 906A36
Subjects: Computer industry; Consumer and discuss how test markets differ Title: Rayovac Corporation--The
marketing; Development stage between business and consumer Rechargeable Battery Opportunity
enterprises; Distribution planning; marketing and between products and Author(s): Barclay, Donald W.; Falconi,
Market selection; Product positioning services. Joe
Publication Date: 02/26/2007 Product Type: Case (Field) maximum brand value. May be used
Revision Date: 04/11/2007 Abstract: In June 2004, Florentino with: (504063) Real Madrid Club de
Product Type: Case Perez, a well-known Spanish Futbol.
Publisher: Richard Ivey School of businessman, was elected president of Geographic Setting: Spain
Business/UWO Real Madrid, one of the world's top Industry Setting: Entertainment
Abstract: The vice president of sales soccer clubs. In his campaign, Perez industry; Sports industry
and marketing was contemplating how to had promised to turn around the club's Subjects: NO
grow the Rayovac Battery Division of finances, bring in world-class talent, and SUBJECTS(KEYWORDS)
Spectrum Brands Canada Inc. expand the club's brand around the Supplementary Materials: Teaching
(Spectrum). Spectrum, a global world through multiple channels. As re- Note, (505014), 7p, by John A. Quelch
consumer products company, owned a election looms four years later, his Year New: 2005
variety of brand name products. The vice management team reflects on initiatives
president of sales and marketing knew to date and challenges ahead as 508060
that, with effective marketing, the described in the case. Also describes Title: Real Madrid Club de Futbol in
rechargeable battery market was one the soccer industry and the trends 2007: Beyond the Galacticos
that would likely grow within North transforming it. May be used with: Author(s): Elberse, Anita; Quelch, John
America as it had in Europe. Major (505081) Real Madrid Club de Futbol Publication Date: 12/03/2007
competitors were not focusing on this (Multimedia Case); (508060) Real Revision Date: 10/27/2008
product category, fearful that it would Madrid Club de Futbol in 2007: Beyond Product Type: Color Case
cannibalize sales of their non- the Galacticos. Abstract: On June 17, 2007, Real
rechargeable products. Rayovac could Geographic Setting: Spain Madrid sealed its first Spanish league
use this opportunity to increase its Industry Setting: Sports industry championship under new president
presence and brand name recognition Number of Employees: 850 Ramon Calderon, ending an
by entering the "back door" instead of Gross Revenues: $233 million unprecedented title drought. Real Madrid
competing head-to-head against the eurodollars had seen a significant growth in
well-established market leaders-- Event Year Start: 2004 revenues and now was the world's
Duracell and Energizer. The vice Event Year End: 2004 biggest soccer club and among the
president wondered whether this was a Subjects: Brand management; Brands; largest and most profitable sports
business worth pursuing and, if so, how Entertainment industry; Global Research franchises globally. Although Calderon
he would market the Rayovac line within Group; Globalization; Marketing signed several new stars in his first year,
Canada. strategy; Spain; Sports he also rejuvenated the team by
Geographic Setting: Canada Length: 24p acquiring the promising youngsters,
Industry Setting: Electronics industry Supplementary Materials: Teaching thereby moving away from what had
Subjects: NO Note, (505014), 7p, by John A. Quelch; been dubbed the "Galacticos Strategy"
SUBJECTS(KEYWORDS) Color Case, (508060), 4p, by Anita introduced by former president
Length: 18p Elberse, John Quelch Florentino Perez. Would the move away
Supplementary Materials: Teaching Year New: 2004 form this strategy bring continued
Note, (806A36), 10p, by Donald W. successes on the field? And how would
Barclay, Joe Falconi 505081 it impact real Madrid's business
Year New: 2007 Title: Real Madrid Club de Futbol performance? May be used with:
(Multimedia Case) (504063) Real Madrid Club de Futbol.
706409 Author(s): Quelch, John A. Subjects: NO
Title: The Ready-to-Eat Breakfast Publication Date: 07/01/2005 SUBJECTS(KEYWORDS)
Cereal Industry: Coupon Competition Product Type: Multimedia Case Length: 4p
and Price Discrimination Abstract: In June 2004, Florentino Year New: 2007
Author(s): Coughlan, Peter J. Perez, a well-known Spanish
Publication Date: 07/20/2005 businessman, was elected president of F0505C
Product Type: Exercise Real Madrid, one of the world's top Title: Real Products in Imaginary Worlds
Abstract: Describes a simplified soccer clubs. In his campaign, Perez Author(s): Castronova, Edward
economic model that serves as a vehicle had promised to turn around the club's Publication Date: 05/01/2005
for understanding the use of coupons for finances, bring in world-class talent, and Product Type: Harvard Business
price discrimination based on customer extend the club's brand around the world Review Article
loyalty. May be used with: (795191) through multiple channels. As re-election Abstract: The online universe is ripe for
Ready-to-Eat Breakfast Cereal Industry looms four years later, his management product placements, suggests Edward
in 1994 (A). team reflects on initiatives to date and Castronova of Indiana University.
Industry Setting: Cereals & pasta challenges ahead. The case describes Subjects: Consumer marketing;
industry the soccer industry and the trends Marketing strategy; Product positioning
Subjects: NO transforming it. The video includes five Length: 2p
SUBJECTS(KEYWORDS) video vignettes that illuminate key Year New: 2005
Length: 2p elements of the case. The five
Year New: 2005 vignettes--The Brand, The President,
7943
The Fans, The Players, and The
Title: Real Time: Preparing for the Age
504063 Marketing--include segments of
of the Never Satisfied Customer
Title: Real Madrid Club de Futbol interviews with Real Madrid executives,
(Hardcover)
Author(s): Quelch, John A.; Nueno, player David Beckham, and fans of the
Jose Luis; Knoop, Carin-Isabel club. The videos help to explain the
Publication Date: 04/27/2004 power of the Real Madrid brand and the
Revision Date: 06/28/2007 marketing strategies designed to capture
Abstract: "Real Time" is a phrase
borrowed from computer culture to fiction, right or wrong, good or bad IES081
describe events in which action (or service, acceptable or unacceptable Title: The Realization of Globalization:
command) and reaction (or execution) behavior. The technological effects on Restructuring the European
are simultaneous. There is no lapse in our environment force individuals and Electrotechnical Industry
time and no element of distance in the organizations alike to adapt in new Author(s): Joachimsthaler, Erich;
event. While many real-time events are ways, and these new ways of doing Leppanen, Rolf
apparent, as when we speed-dial our things begin to alter cultural and value- Publication Date: 04/01/1992
broker to make that trade now, most are laden patterns of our society. The Product Type: Note
not. We insert our bank card into a bottom line is that businesses must Publisher: IESE Business School
London ATM and get money from our radically redefine their own perceptions Abstract: An analysis and description of
U.S. account. We watch the Gulf War or and capabilities to keep up. They need the roots of ASEA and Brown Boveri,
the Japanese earthquake live on TV. to create "sensing" organizations that their strengths and weaknesses; how
Such instant-gratification events change are always monitoring, feeding, the new company ABB was organized
our frame of reference forever, because querying, fact finding, adjusting, trying, after the merger; and how it intends to
we begin to expect immediate and initiating. A hardcover version is achieve its goals as a borderless, global
satisfaction. We expect to judge our available: Order No. 7943, $19.95. company.
reality instantly in terms of truth or Subjects: Consumer behavior; Geographic Setting: Europe
fiction, right or wrong, good or bad Customer relations; Customer service; Industry Setting: Electronics industry
service, acceptable or unacceptable Marketing management; Marketing Subjects: Acquisitions; EC single
behavior. The technological effects on strategy; Technology market; Electronics; Europe;
our environment force individuals and Length: 208p Globalization; Industry analysis;
organizations alike to adapt in new List Price: $12.95 Mergers; Organization
ways, and these new ways of doing BESTSELLER Length: 38p
things begin to alter cultural and value-
laden patterns of our society. The 95407 95503
bottom line is that businesses must Title: Real-Time Marketing Title: Realize Your Customers' Full
radically redefine their own perceptions Author(s): McKenna, Regis Profit Potential
and capabilities to keep up. They need Publication Date: 07/01/1995 Author(s): Grant, Alan W.H.;
to create "sensing" organizations that Product Type: Harvard Business Schlesinger, Leonard A.
are always monitoring, feeding, Review Article Publication Date: 09/01/1995
querying, fact finding, adjusting, trying, Abstract: It's no secret that managing a Product Type: Harvard Business
and initiating. A paperback version is brand in today's chaotic marketplace is a Review Article
available: Order No. 9342, $12.95. daunting task. Consumers are Abstract: Achieving the full profit
Subjects: Consumer behavior; bombarded with messages from potential of each customer relationship
Customer relations; Customer service; broadcast and narrow-cast television, should be the fundamental goal of every
Electronic commerce; Information age; radio, on-line computer networks, the business. The logic is as simple as it is
Information economy; Internet; Internet, faxes, telemarketing, and niche compelling: Profits from customer
Marketing management; Marketing magazines. But by harnessing new and relationships are the lifeblood of all
strategy; New economy; Technology; emerging technologies, companies can businesses. And, at the most basic level,
World Wide Web start real-time dialogues with their these profits can be increased in only
Length: 208p customers and provide interactive three ways: by acquiring new
List Price: $24.95 services with valuable side effects. customers, by enhancing the profitability
Netherlands-based Philips NV, for of existing customers, and by extending
9342 example, used a research team to the duration of customer relationships.
Title: Real Time: Preparing for the Age brainstorm with children and adults to Yet the business models that drive
of the Never Satisfied Customer develop a new product; in the end, its decisions in most large companies were
(Paperback) enthusiastic young product developers forged before it was possible to focus
Author(s): McKenna, Regis became potential loyal customers. directly on these key drivers of business
Publication Date: 02/23/1999 Marketing managers must take profitability. Today companies can use
Product Type: HBS Press Book responsibility for systems that link information and technology tools to link
Abstract: "Real Time" is a phrase companies with customers, suppliers, their investments in customer
borrowed from computer culture to and distributors. They must give relationships to the returns that
describe events in which action (or consumers access and learn to think of customers generate. In other words,
command) and reaction (or execution) feedback as part of product companies can now optimize what the
are simultaneous. There is no lapse in development. They need to provide authors call the value exchange: the
time and no element of distance in the customers with support and information. relationship between a company's
event. While many real-time events are Finally, they need to become personally financial investment in customer
apparent, as when we speed-dial our competent in information technology and relationships and the return that
broker to make that trade now, most are to expand the role of marketing within customers generate in responding to that
not. We insert our bank card into a the organization. investment. May be used with: (403008)
London ATM and get money from our Subjects: Brand management; Brands; Harrah's Entertainment, Inc.: Rewarding
U.S. account. We watch the Gulf War or Customer relations; Customer retention; Our People; (687046) Club Med (A).
the Japanese earthquake live on TV. Information age; Information technology; Subjects: Consumer behavior;
Such instant-gratification events change Market research; Marketing Consumer marketing; Corporate
our frame of reference forever, because management; Marketing organization; strategy; Customer relations; Customer
we begin to expect immediate Marketing strategy; New economy retention; Information technology; Market
satisfaction. We expect to judge our Length: 9p selection; Marketing strategy; Profitability
reality instantly in terms of truth or analysis; Return on investment; Value of
information implement a clear customer strategy market. It explores how to identify

Length: 14p before adopting CRM technology. This market niches in a traditional industry
HBR Article Collection reveals the and examines strategies for building a
BH169 complexities in the loyalty-equals- global brand.
Title: The Rebuilt Marketing Machine profitability equation and presents ideas Geographic Setting: China
Author(s): Crittenden, Victoria L. for designing loyalty programs that pay Industry Setting: Consumer products
Publication Date: 09/15/2005 back in full. The three Harvard Business Subjects: Brands; China; Competition;
Product Type: Business Horizons Review articles in this collection: "The Consumer goods; Market positioning;
Article Mismanagement of Customer Loyalty" Market segmentation; Marketing strategy
Publisher: Business Horizons/Indiana by Werner Reinartz and V Kumar (HBR Length: 10p
University standard reprint R0207F), "Zero Supplementary Materials: Teaching
Abstract: Since its conception, the Defections: Quality Comes to Services" Note, (HKU250), 6p, by David Tse, Mary
marketing mix has been the marketer's by Frederick F. Reichheld and W. Earl Ho
toolkit for success. A firm's marketing Sasser, Jr. (HBR standard reprint NEW
plan is basically comprised of the "four 90508), and "Avoid the Four Perils of
Ps" of the marketing mix toolkit, with CRM" by Darrell K. Rigby, Frederick F. R0602G
practitioners and academicians Reichheld, and Phil Schefter (HBR Title: Rediscovering Market
segregating a marketer's tasks into standard reprint R0202J). Segmentation
product, place, price, and promotion. A Subjects: Customer relations; Loyalty; Author(s): Yankelovich, Daniel; Meer,
decade of company-based research Market analysis; Market research; David
suggests, however, that it is time to Market segmentation; Marketing Publication Date: 02/01/2006
rebuild the marketing machine by planning; Marketing strategy; Profitability Product Type: Harvard Business
focusing on the key strategic issues that analysis Review Article
companies, and marketers, face in Length: 35p Abstract: In 1964, Daniel Yankelovich
today's rapidly evolving, digitized List Price: $17.95 introduced in the pages of Harvard
marketplace. If marketing is to become a Business Review the concept of
way of doing business rather than HKU249 nondemographic segmentation, by which
merely one of several organizational Title: Rediscovering Market Niches in a he meant the classification of consumers
functions, marketers must recognize that Traditional Industry according to criteria other than age,
the marketing mix toolkit is truly an Author(s): Tse, David; Ho, Mary residence, income, and such. The
implement for success. Only after we, as Publication Date: 02/10/2003 predictive power of marketing studies
marketers, recognize and conceptualize Revision Date: 08/01/2007 based on demographics was no longer
marketing as a bigger machine than just Product Type: Case (Field) strong enough to serve as a basis for
the four Ps will we be able to bring a Publisher: University of Hong Kong marketing strategy, he argued. Buying
market orientation to the forefront of Abstract: For centuries, Jingdezhen, the patterns had become far better guides to
strategic thought. "Porcelain Metropolis" of China, consumers' future purchases. In
Subjects: NO produced and exported the finest addition, properly constructed
SUBJECTS(KEYWORDS) porcelain treasures in the world. By the nondemographic segmentations could
Length: 12p late 20th century, however, the city was help companies determine which
Year New: 2005 in danger of losing its past glory. products to develop, which distribution
Although its factories still churned out channels to sell them in, how much to
1431 more than a million pieces of porcelain a charge for them, and how to advertise
Title: Recalculating the day, it was facing more competitors at them. But more than 40 years later,
Loyalty/Profitability Equation (HBR home and abroad than at any time in its nondemographic segmentation has
Article Collection) history. The declining quality of porcelain become just as unenlightening as
Publication Date: 07/01/2002 made in this highly respected city demographic segmentation had been.
Product Type: HBR OnPoint Collection disappointed a number of porcelain Today, the technique is used almost
Abstract: The clarion calls about loyal experts and collectors. Jiangdong exclusively to fulfill the needs of
customers have enticed businesses for Crystal-color Art and Crafts Co. Ltd. advertising, which it serves mainly by
more than a decade: Loyal customers (JCAC) was one of the few ceramic populating commercials with characters
cost less to serve, spend more than makers that had differentiated itself from with whom viewers can identify. It is true
other customers, and attract new its rivals. The company manufactured that psychographic types like High-Tech
converts through word of mouth. top-of-the-line luxury products and Harry and Joe Six-Pack may capture
Enthralled, many companies launch limited its distribution to the government some truth about real people's lifestyles,
multimillion-dollar loyalty and customer and high-end retailers. Although JCAC attitudes, self-image, and aspirations.
relationship management (CRM) was enjoying its success, a number of But they are no better than
programs. But loyalty programs don't small and medium-size porcelain demographics at predicting purchase
always pay off. One firm, after launching manufacturers in Jingdezhen were still behavior. Thus, they give corporate
a $2 million/year initiative, discovered struggling to make a profit. With new decision makers very little idea of how to
that half of its loyal customers barely competitors looming on the horizon, keep customers or capture new ones.
generated a profit, and half of its some ceramic firms were reviewing their Now, Yankelovich returns to these
profitable customers bought high-margin marketing plans with an eye toward pages, with consultant David Meer, to
products once and then disappeared. finding a market niche. JCAC, at the argue the case for a broad view of
But loyalty can be profitable, if same time, was aiming to develop a nondemographic segmentation. They
companies: more precisely measure global brand and to revive the image of describe the elements of a smart
and manage each customer's profitability Jingdezhen ceramics. This case segmentation strategy, explaining how
and loyalty; manage customer illustrates the problems of adopting an segmentations meant to strengthen
defections; and articulate and undifferentiated strategy in a competitive brand identity differ from those capable
of telling a company which markets it accompany Reebok International Ltd. M315

should enter and what goods to make. Must be used with: (589027) Reebok Title: Regal Electrogas: Price Leader or
And they introduce their "gravity of International Ltd. Price Follower
decision spectrum," a tool that focuses Industry Setting: Footwear industry Author(s): Azhar, Wasim
on the form of consumer behavior that Subjects: Advertising campaigns; Publication Date: 10/09/2006
should be of the greatest interest to Footwear; Marketing strategy; Sales Revision Date: 02/07/2008
marketers--the importance that promotions Product Type: Case (Field)
consumers place on a product or Length: 5 min Publisher: Stanford University
product category. List Price: $150.00 Abstract: In late June 1987, Mr. Asad
Industry Setting: Automotive industry; Ali, proprietor of Regal Electrogas, was
Consumer products; Financial services; 504S17 confronted with an important decision
Housing industry Title: Reebok International Ltd., Spanish regarding the pricing of his company's
Subjects: NO Version desert coolers. The market price for this
SUBJECTS(KEYWORDS) Author(s): Quelch, John A.; Hiller, product had risen by approximately 5%
Length: 13p Tammy Bunn in the wake of new taxes introduced in
Year New: 2006 Publication Date: 08/30/1988 India's national budget, which was
Revision Date: 11/08/1989 announced two weeks earlier. However,
SMR196 Product Type: LACC Case the taxes had recently been rescinded in
Title: Reducing the Risks of New Abstract: Reebok executives are response to public pressure following the
Product Development reviewing the company's advertising and announcement. Given this backlash,
Author(s): Ogawa, Susumu; Piller, promotion programs for the second half Asad wondered whether he should
Frank T. of 1988. These include sponsorship of reduce his prices immediately.
Publication Date: 01/01/2006 the 1988 Summer Olympics and a rock Geographic Setting: Pakistan
Product Type: SMR Article concert tour organized by Amnesty Industry Setting: Durable goods
Abstract: New products suffer from International. In addition, Reebok is Subjects: NO
notoriously high failure rates. Many fail, launching a new advertising campaign SUBJECTS(KEYWORDS)
not because of technical shortcomings, with the slogan "Reeboks Let U.B.U." Length: 6p
but because they simply have no Geographic Setting: United States Supplementary Materials: Teaching
market. Not surprisingly, studies have Industry Setting: Athletic & outdoor Note, (M315TN), 13p, by Wasim Azhar
found that timely and reliable knowledge apparel industry; Footwear industry Year New: 2007
about customer preferences and Company Size: large
requirements is the single most Gross Revenues: $1 billion revenues 591037
important area of information necessary Subjects: Advertising campaigns; Title: Regency Facsimile, Inc.
for product development. To obtain such Footwear; Marketing strategy; Sales Author(s): Menezes, Melvyn A.J.;
data, many organizations have made promotions Serbin, Jon D.
heavy--but often unsuccessful-- Length: 28p Publication Date: 10/24/1990
investments in traditional market Revision Date: 02/12/1991
research. The authors provide an 589027 Product Type: Case (Gen Exp)
alternative. Companies including Title: Reebok International Ltd. Abstract: The vice president of
Threadless, Yamaha, and Ryohin Author(s): Quelch, John A.; Hiller, customer service must justify the
Keikaku have integrated customers into Tammy Bunn customer service department's dual
the innovation process by soliciting new Publication Date: 08/30/1988 mission of maximizing customer
product concepts directly from them. Revision Date: 11/08/1989 satisfaction and profits. Management of
These firms also ask customers to Product Type: Case (Field) the parent company believes that the
commit to purchasing a new product Abstract: Reebok executives are customer service department should
before the companies commence final reviewing the company's advertising and focus exclusively on customer
development and manufacturing. This promotion programs for the second half satisfaction. The vice president must
process--called "collective customer of 1988. These include sponsorship of also prepare a plan for the proposed
commitment"--can help companies avoid the 1988 Summer Olympics and a rock merger of his department with an
costly product failures. In essence, concert tour organized by Amnesty existing customer service company,
collective customer commitment enables International. In addition, Reebok is which is a subsidiary of the same parent
firms to serve a market segment launching a new advertising campaign company and which services all products
efficiently without first having to identify with the slogan "Reeboks Let U.B.U." of the parent company, except for fax
that segment and helps convert Geographic Setting: United States machines.
expenditures in market research directly Industry Setting: Athletic & outdoor Geographic Setting: United States
into sales. apparel industry; Footwear industry Industry Setting: Facsimile machine;
Subjects: NO Company Size: large Office furniture & equipment
SUBJECTS(KEYWORDS) Gross Revenues: $1 billion revenues Company Size: mid-size
Length: 9p Subjects: Advertising campaigns; Gross Revenues: $166 million
Year New: 2006 Footwear; Marketing strategy; Sales revenues
promotions Subjects: Customer relations; Customer
889507 Length: 26p service; Marketing organization; Office
Title: Reebok Commercials--1988, Supplementary Materials: Teaching equipment; Services
Video Note, (591069), 9p, by John A. Quelch; Length: 17p
Author(s): Quelch, John A. Case Video, (889507), 5 min, by John A. Supplementary Materials: Teaching
Publication Date: 09/15/1988 Quelch Note, (592058), 32p, by Melvyn A.J.
Product Type: Case Video Menezes, Elisa M. Palter
Abstract: Set of seven commercials to
85513 501007 Renault initiated throughout the past ten

Title: Rejuvenating the Marketing Mix Title: Renaming Computer Power Group years in terms of market focus, product
Author(s): Shapiro, Benson P. Author(s): Fournier, Susan; Wojnicki, line policy, brand strategy, and
Publication Date: 09/01/1985 Andrea communication strategy.
Product Type: Harvard Business Publication Date: 09/13/2000 Geographic Setting: Europe
Review Article Product Type: Case (Field) Industry Setting: Automotive industry
Abstract: The marketing mix concept is Abstract: Presents results of a Company Size: large
an essential part of marketing theory. It consumer survey used to guide selection Subjects: Automobiles; Brands; EC
has endured because it is both effective of a new corporate brand name. Four single market; Europe; Market research;
and simple. Now there are several ways alternative names are tested for their Marketing management; Marketing
managers can add more strength to the ability to communicate desired company strategy; Product lines
concept while maintaining its simplicity. attributes to consumers. The pros and Length: 14p
By applying such ideas as consistency, cons of developing brand names at Supplementary Materials: Teaching
integration, and leverage, managers can corporate versus subunit levels are also Note, (IES041), 2p, by Erich
see how a marketing program must fit considered. Strategic recommendations Joachimsthaler
the needs of the marketplace, the skills for the company's brand architecture and
of the company, and the vagaries of the its unifying corporate values provide 74604
competition. To meet such disparate background for the naming decision at Title: Reorganize Your Company
demands, the elements of the marketing hand. May be used with: (500054) Around Its Markets
mix must make the most effective use of Selecting a New Name for Security Author(s): Hanan M
company strengths, take aim at precisely Capital Pacific Trust; (500055) Publication Date: 11/01/1974
defined segments, and protect the Claiborne Asks Web Surfers to Name Product Type: Harvard Business
company from competitive threats. New Line; (500066) Naming the Edsel; Review Article
Subjects: Marketing mixes; Marketing (502034) Naming the Edsel Abstract: Several companies are
strategy (Condensed); (500060) Computer organizing their operations to make a
Length: 6p Power Group: Designing Brand group of customer needs, rather than a
Architecture; (DMI001) Creating a region, a product line, or a process, the
502050 Corporate Identity for a $20 Billion Start- center of a business division. Companies
Title: Relating to Peapod up: Lucent Technologies. can ease themselves into a
Author(s): Fournier, Susan; Schulman, Geographic Setting: Australia marketcentered approach by
Seth M. Industry Setting: IT industry; Staffing; marketcentering the sales force, by
Publication Date: 05/21/2002 Training industry creating a separate marketing division to
Product Type: Case (Field) Number of Employees: 1,900 serve each major market, or by adopting
Abstract: Explores the relationships Gross Revenues: $85 million Australian either of these approaches and then
formed between consumers and the revenues integrating manufacturing and all
Peapod consumer-direct grocery Subjects: Brand equity; Brand marketing functions, including sales, into
delivery service, as revealed through an management a single division.
ethnographic study of Boston-area Length: 10p Subjects: Corporate strategy;
Peapod shoppers conducted between Supplementary Materials: Teaching Decentralization; Marketing organization;
the Summer of 1997 and the Fall of Note, (502029), 29p, by Susan Fournier, Marketing strategy; Organizational
1999. Three representative case Laura Winig, Andrea Wojnicki, Eric A. structure
histories are brought to life using Yorkston; Teaching Note, (502064), 29p, Length: 12p
extensive quotes from these selected by Susan Fournier, Laura Winig, Andrea
longitudinal interviews. Closes with short Wojnicki, Eric A. Yorkston
594118
vignettes describing the experiences of Title: Reorienting Channels of
four additional service users so that IES040 Distribution
students can offer relationship Title: Renault, S.A. Author(s): Rangan, V. Kasturi
predictions using process insights Author(s): Joachimsthaler, Erich; Publication Date: 05/09/1994
derived from the detailed case studies. Lebeault, Xavier Product Type: Note
Together, the data-driven exercises are Publication Date: 12/01/1995 Abstract: Traditionally, distribution
designed to deepen students' Revision Date: 11/01/1996 channels have been viewed as vertical
understanding of the development Product Type: Case (Field) marketing systems where responsibility
processes characterizing consumer- Publisher: IESE Business School was transferred from one layer to the
firm/brand interactions over time, toward Abstract: In a time period of ten years, next, like passing a baton in a relay race.
the goal of more informed relationship Renault, S.A. transformed itself from a Distribution channels in the future are
marketing strategies and sharper brand loss-making, government-run social likely to look more like horizontal
relationship executions. welfare agency into a profit-oriented alliances of suppliers and intermediaries,
Geographic Setting: Boston, MA company with a line of top-selling all with the aim of efficiently and
Industry Setting: Internet & online automobiles and a reputation for effectively addressing customers' real
services industries; Grocery stores advertising savvy and customer needs. These transitions, driven by an
Gross Revenues: $69.3 million responsiveness. Part of the successful underlying change in the economics of
revenues turnaround at Renault can be attributed production and distribution, are leading
Subjects: Brand management; to the development and launch of a to distinct trends in the distribution
Consumer behavior; Customer relations; series of blockbuster models and the industry. This note focuses on three
Innovation marketing strategy that accompanied primary trends: hybrid channels,
Length: 30p these launches in Europe. This case multiple channels, and shorter channels.
documents some of the more important After exploring the challenges managers
strategic changes the management of face as they reorient their distribution,
highlights the effects of such changes on reputation for eBay users. Presents a 582055
supplier-intermediary relationships. study and statistical analysis of this Title: Research Methods in Marketing:
Subjects: Distribution; Distribution market in order to show that its Survey Research
channels; Distribution planning maintenance represents a crucial Author(s): Dolan, Robert J.
Length: 12p challenge to eBay's future competitive Publication Date: 10/01/1981
advantage and, more generally, to Revision Date: 09/29/1986
509005 solving the "trust problem" in other online Product Type: Note
Title: Repositioning CARE USA markets. Abstract: Presents basic issues in
Author(s): Lee, Katherine; Rangan, V. Industry Setting: E-commerce; Online survey research, covering both
Kasturi auction measurement and sampling error. The
Publication Date: 08/12/2008 Subjects: NO intention is to consider each element of
Revision Date: 02/27/2009 SUBJECTS(KEYWORDS) the survey process: problem statement,
Product Type: Color Case Length: 24p questionnaire design, sampling, and
Abstract: CARE USA, a large ($600 Year New: 2006 data analysis.
million) international nonprofit/NGO, had Subjects: Market research; Polls &
recently revamped its external branding 6335 surveys; Process analysis; Statistical
and positioning in support of its Title: Reputation: Realizing Value from analysis
international development work. The the Corporate Image Length: 25p
case lays out the challenges facing its Author(s): Fombrun, Charles. J.
new CEO, Helene Gayle, as she Publication Date: 11/14/2095 99A036
manages through the organization's Product Type: HBS Press Book Title: Research in Motion Ltd. (A)
transition. Abstract: In the first book to quantify the Author(s): Ryans, Adrian B.
Geographic Setting: Georgia; United economic returns of reputation, Fombrun Publication Date: 01/01/1999
States shows that by developing strong and Revision Date: 06/26/2000
Gross Revenues: $600 million consistent images, well-regarded Product Type: Case (Field)
Event Year Start: 2008 companies create hidden assets that Publisher: Richard Ivey School of
Event Year End: 2008 give them a distinct competitive Business/UWO
Subjects: NO advantage. This book takes readers on a Abstract: Top management at Research
SUBJECTS(KEYWORDS) whirlwind tour of how companies build in Motion (RIM) were considering a
Length: 27p credibility and status. Fombrun shows significant change in strategic direction.
Supplementary Materials: Supplement how major organizations in such diverse RIM manufactured two-way pager,
(Field), (509009), 1p, by Marie Bell, V. settings as the fashion, investment wireless PC card, and OEM radio
Kasturi Rangan banking, and packaged goods products. With the anticipated
industries--and even U.S. business convergence of wireless and Internet e-
CMR351 schools--compete for prestige and mail, RIM saw an opportunity to sell end
Title: Reputation in Online Auctions: achieve celebrity. users a two-way, e-mail, end-to-end
The Market for Trust Industry Setting: Advertising industry; solution, including both hardware and
Author(s): Brown, Jennifer; Morgan, Communications industry telecommunications services.
John Subjects: Advertising; Brand equity; Management had to assess whether this
Publication Date: 11/01/2006 Brand management; Brands; was an attractive opportunity. If it did
Product Type: CMR Article Communications industry; Competition; enter the market, RIM would have to
Publisher: California Management Corporate strategy; Marketing decide whether to target individual users
Review management; Marketing strategy; or corporate information technology
Abstract: Online markets have Packaging; Product positioning; Public departments and select channels to
dramatically altered the retail landscape. relations reach its targeted customers. RIM also
By eliminating barriers associated with Length: 464p faced some challenging marketing
geography as well as the physical costs List Price: $45.00 communication issues, given that about
of maintaining a storefront, online 50% of potential users showed no
markets have created a "democracy" of 504S15 interest in a mobile e-mail solution.
buyers and sellers. However, the fluidity Title: Research Methods in Marketing: Geographic Setting: Canada
of this marketplace and the relative Survey Research, Spanish Version Industry Setting: Electronic instruments
anonymity of transactions has made the Author(s): Dolan, Robert J. & controls
problem of maintaining trust critically Publication Date: 10/01/1981 Company Size: mid-size
important. Solving the "trust problem" Revision Date: 09/29/1986 Subjects: Canada; High technology
represents a key competitive advantage Product Type: LACC Note products; Marketing strategy;
for many of the successful players in the Abstract: Presents basic issues in Telecommunications
online space. For instance, much of the survey research, covering both Length: 20p
remarkable success of eBay has measurement and sampling error. The Supplementary Materials: Teaching
stemmed from its ability to create intention is to consider each element of Note, (899A36), 12p, by Adrian B. Ryans
valuable and informative reputations for the survey process: problem statement,
its users through its feedback system. questionnaire design, sampling, and 592088
The lock-in associated with a user's data analysis. Title: Researching and Monitoring
reputation on eBay helped it to stave off Subjects: Market research; Polls & Consumer Markets
challenges by Amazon and Yahoo. surveys; Process analysis; Statistical Author(s): Dolan, Robert J.
Describes how eBay's solution to the analysis Publication Date: 03/12/1992
"trust problem," has led to the creation of Length: 24p Product Type: Note
a "market for feedback" whose sole Abstract: Describes the major research
purpose is the "manufacture" of techniques for consumer goods new
product development, i.e. pre-test Industry Setting: Retail industry E. Bell

markets and electronic purchase Subjects: Expansion; Marketing
monitoring. Provides students with strategy; Retailing 99412
information on availability and utility of Length: 4p Title: Retailing: Confronting the
these services. Challenges that Face Bricks-and-Mortar
Industry Setting: Consumer products 591111 Stores
Subjects: Consumer goods; Market Title: Retail Promotional Pricing: When Publication Date: 07/01/1999
research; New product marketing; Is a Sale Really a Sale? (A) Product Type: Harvard Business
Product development; Product Author(s): Ortmeyer, Gwendolyn K. Review Article
introduction; Test markets Publication Date: 07/01/1991 Abstract: What does cyberspace mean
Length: 10p Revision Date: 06/30/1992 for physical retail space? Has on-line
Product Type: Case (Library) shopping changed the fundamentals of
4459BC Abstract: Addresses the controversy retailing? And how should managers
Title: Resource: How Acquisitions and that surrounds highly promotional retail evaluate new in-store technologies? In
Their Consequences Affect Consumer pricing referred to as "high-low pricing" this article, the heads of Marks and
Thinking by the trade. High-low pricing involves Spencer, Neiman Marcus, and Karstadt
Author(s): Zaltman, Gerald; Zaltman, setting prices at an initially high level for join two distinguished academics to look
Lindsay a brief period of time, then discounting at what's in store for the bricks-and-
Publication Date: 05/06/2008 off the so-called "regular" or "original" mortar store. There's no doubt that new
Product Type: HBS Press Chapter prices for the bulk of the selling season. technologies have made retailing more
Abstract: The deep metaphor of Discusses recent accusations by state complicated and more competitive.
resource relates to capacities or abilities and local authorities that such pricing Using the Web, for example, consumers
that we use to restore or achieve certain policies are deceptive and covers, in can conceivably sidestep their corner
states. This chapter explores how detail, a recent court case involving May store and patronize shops across the
consumers view the world through the D&F, a subsidiary of the May country or around the world. Eventually,
lens of resource. May be used with: Companies in Colorado. Introduces the they might forsake retailers altogether,
(4451BC) Undressing the Mind of the complexity of the retail promotional shopping directly from manufacturers. By
Consumer: Introduction to Deep environment, and the problems the same token, though, managers can
Metaphors; (4452BC) How to Think associated with highly promotional use technology to magnify the benefits of
Deeply: A Brief Guide to Overcoming pricing. Understanding consumer their location--using Web sites to show,
Your Depth Deficit; (4453BC) response to promotions is critical to the for example, the retail topography of a
Foundations of Deep Metaphors: How case analysis. local town and to highlight when stores
Managers Benefit from Discovering Geographic Setting: United States that sell particular products will be open.
Consumer Similarities; (4454BC) Industry Setting: Retail industry And new in-store technologies promise
Balance: How Justice, Equilibrium, and Subjects: Consumer behavior; managers--and customers--increased
the Interplay of Elements Affect Consumer marketing; Ethics; Pricing; efficiency and more knowledgeable
Consumer Thinking; (4455BC) Retailing; Sales promotions service. It's too early to predict how
Transformation: How Changes in Length: 21p these new technologies will play out. But
Substance and Circumstances Affect Supplementary Materials: Supplement the contributors suggest that the
Consumer Thinking; (4456BC) Journey: (Library), (591112), 5p, by Gwendolyn K. fundamentals of retailing really haven't
How the Meeting of Past, Present, and Ortmeyer; Teaching Note, (593054), 8p, changed. Whether they know it or not,
Future Affects Consumer Thinking; by John A. Quelch, N. Craig Smith, consumers still weigh the same factors
(4457BC) Container: How Inclusion, Andrew D. Dyer; Teaching Note, when determining where to shop: scope
Exclusion, and Other Boundaries Affect (595119), 3p, by David E. Bell of product assortment, price,
Consumer Thinking; (4458BC) convenience, service, and ambiance.
Connection: How the Need to Relate to 591112 The Internet has just added another
Oneself and Others Affects Consumer Title: Retail Promotional Pricing: When layer of urgency to an already
Thinking; (4460BC) Control: How the Is a Sale Really a Sale? (B) established agenda--forcing managers to
Sense of Mastery, Vulnerability, and Author(s): Ortmeyer, Gwendolyn K. examine their priorities in newly creative
Well-Being Affects Consumer Thinking; Publication Date: 07/03/1991 ways.
(4461BC) Deep Metaphors at Work: A Product Type: Supplement (Library) Industry Setting: Retail industry
Strategy for Workable Wondering-- Abstract: Provides the court's decision Subjects: Customer relations; Electronic
Understanding the Minds of Consumers. in the May D&F case, and updates the commerce; Internet; Marketing strategy;
Subjects: NO controversy surrounding high-low retail Retailing; Technological change
SUBJECTS(KEYWORDS) pricing. Must be used with: (591111) Length: 10p
Length: 25p Retail Promotional Pricing: When Is a
List Price: $6.95 Sale Really a Sale? (A). 96409
Year New: 2007 Industry Setting: Retail industry; Retail Title: Rethinking Distribution: Adaptive
industry Channels
595005 Subjects: Consumer behavior; Author(s): Narus, James A.; Anderson,
Title: Retail Expansion Strategies Consumer marketing; Ethics; Pricing; James C.
Author(s): Bell, David E. Retailing; Sales promotions Publication Date: 07/01/1996
Publication Date: 07/08/1994 Length: 5p Product Type: Harvard Business
Product Type: Note Supplementary Materials: Teaching Review Article
Abstract: Describes issues that should Note, (593054), 8p, by John A. Quelch, Abstract: No matter how much
be considered by a retailer who is N. Craig Smith, Andrew D. Dyer; inventory a wholesaler carries, when a
thinking of expanding the number of Teaching Note, (595119), 3p, by David customer places a rush order, the
stores from one or two to many. essential item is often out of stock. No
matter how many services a dealer 595114 1037C

provides, what a customer needs is Title: Reuters Holdings PLC: Network Title: The Revolution in Retailing
often one that the dealer has never Renewal and Product Integration (A) Author(s): Bell, David E.
supplied. And no matter how hard a Author(s): Dhebar, Anirudh Publication Date: 11/01/2005
distributor tries to beef up its capabilities, Publication Date: 05/04/1995 Product Type: Faculty Seminar Video
when a customer has an emergency, the Revision Date: 05/22/1995 Abstract: A recent study suggests that
distributor often lacks the skills to Product Type: Case (Field) much of the economic boom of the
respond. A number of companies are Abstract: Takes a detailed look at the 1990s was not due to technology or to
experimenting with ways to make their dynamic interplay between changing the Internet, but to efficiencies in the $3
distribution channels more flexible and technology and product lines at Reuters trillion retail industry. What does the
responsive. They have realized that by Holdings PLC. Given that Reuter future hold? In this presentation,
sharing resources in novel ways, they customers and markets are at different Professor David E. Bell gives an
can take advantage of opportunities that stages on the (financial and information) overview of the industry, including its
they could not exploit alone. Business technology curves, and that it is past and present, as he suggests how
dynamics and emerging technologies increasingly difficult and expensive to retailing will evolve. He describes the
make this new approach both essential support and deliver both page-based factors that lead to a successful retail
and feasible. and digital products, the company must concept, and in particular explains how
Subjects: Customer service; decide whether, when, and how to to compete against Wal-Mart.
Distribution; Distribution channels; renew its communications networks and Geographic Setting: Global; United
Distribution planning integrate its products. May be used with: States
Length: 9p (595113) Reuters Holdings PLC--1850- Industry Setting: Retail industry
1987: A (Selective) History. Subjects: NO
595113 Geographic Setting: Global SUBJECTS(KEYWORDS)
Title: Reuters Holdings PLC--1850- Industry Setting: Information services Length: 63 min
1987: A (Selective) History Number of Employees: 9,586 Year New: 2005
Author(s): Dhebar, Anirudh Gross Revenues: 867 million L
Publication Date: 05/04/1995 Subjects: Financial services; 503S58
Revision Date: 05/22/1995 Information services; Technological Title: Reynolds Metals Co.: Consumer
Product Type: Case (Field) change; Technology Products Division, Spanish Version
Abstract: Takes a broad, historical look Length: 20p Author(s): Chun, Samuel
at the interplay between changing Supplementary Materials: Supplement Publication Date: 11/05/1996
technology and product lines at Reuters (Field), (595115), 4p, by Anirudh Dhebar Revision Date: 10/28/1998
Holdings PLC, a company that started in Product Type: LACC Case
1850 with carrier pigeons and is 595115 Abstract: Reynolds Consumer Products
positioned in 1987 as a leading news Title: Reuters Holdings PLC: Network Division must decide whether to
and information organization. Chronicles Renewal and Product Integration (B) discontinue its program of case
how Reuters' products and businesses Author(s): Dhebar, Anirudh allowances in favor of discretionary trade
evolved as the company and its Publication Date: 05/04/1995 dollars targeted for market development.
international markets rode major waves Revision Date: 05/22/1995 Geographic Setting: United States
of technological evolution, with pigeons Product Type: Supplement (Field) Industry Setting: Consumer products
giving way to horses, telegraph lines, Abstract: Updates the (A) case to 1994. Gross Revenues: $7.3 billion revenues
radio broadcasts, leased telephone Must be used with: (595114) Reuters Subjects: Consumer goods; Distribution
lines, cable, satellites, intelligent Holdings PLC: Network Renewal and channels; Sales promotions
workstations, and multimedia displays. Product Integration (A). Length: 15p
Ends with a description of Reuters's Industry Setting: Information services;
product, marketing, and organizational Online information services 597045
challenges at the end of the 1980s as Subjects: Financial services; Title: Reynolds Metals Co.: Consumer
the financial-information business Information services; Technological Products Division
transitions from video terminal-based change; Technology Author(s): Chun, Samuel
products with analog, page-format Length: 4p Publication Date: 11/05/1996
datafeeds to PC-based products with Revision Date: 10/28/1998
digital datafeeds. Teaching Purpose: To F0612E Product Type: Case (Field)
illustrate how technology, products, Title: Reverse Product Placement in Abstract: Reynolds Consumer Products
businesses, markets, organizations and Virtual Worlds Division must decide whether to
nations are linked. May be used with: Author(s): Edery, David discontinue its program of case
(595114) Reuters Holdings PLC: Publication Date: 12/01/2006 allowances in favor of discretionary trade
Network Renewal and Product Product Type: Harvard Business dollars targeted for market development.
Integration (A). Review Article Geographic Setting: United States
Geographic Setting: United Kingdom; Abstract: Retailers are starting to place Industry Setting: Consumer products
Europe; Global real products in virtual worlds. It's just a Gross Revenues: $7.3 billion revenues
Industry Setting: Information services matter of time before virtual products Subjects: Consumer goods; Distribution
Event Year Start: 1850 make the leap into the real world. channels; Sales promotions
Subjects: Financial services; Subjects: NO Length: 13p
Information services; Technological SUBJECTS(KEYWORDS) Supplementary Materials: Teaching
change; Technology Length: 4p Note, (597075), 10p, by Samuel Chun
Length: 12p Year New: 2006
HKU603
Title: Rhine Garden Holdings Co. Ltd:
The Next Strategic Move changing opportunities for brand building every catalog mailing and promotion on
Author(s): Lam, Simon; Tang, Amy available to a small firm operating in the statistically determined predictions about
Publication Date: 11/13/2006 changing market. customer behavior. And R.R. Donnelley
Product Type: Case (Field) Geographic Setting: United States and Sons, the world's largest printer, is
Publisher: University of Hong Kong Industry Setting: Food industry using leading-edge technology to offer
Abstract: Started in 1992 by Tommy Company Size: small customers everything from consumer
Fung and his two friends, Rhine Garden Number of Employees: 65 and life-style data to customized
Holdings Company Limited owned two Gross Revenues: $5 million revenues individual publications. Through such
Western restaurant chains in Hong Subjects: Brands; Consumer marketing; technology, big companies can own
Kong: Rhine Garden and Cafe Lagoon. Food; Marketing management; niches the way smaller competitors do.
Over the years, Fung, as managing Marketing strategy; Product But it's not just a matter of size. Large
director, had spent most of his time management companies without the vision to develop
establishing a solid operational Length: 26p their own marketing IT will be left behind.
foundation for the company and Industry Setting: Advertising industry
expanding by opening stores in satellite 573004 Subjects: Advertising; Direct marketing;
towns in the New Territories. Now that Title: Richardson Center for the Blind Information technology; Market research;
he planned to expand into high-rent, city- Author(s): Shapiro, Benson P.; Clarke, Market segmentation; Marketing
center commercial districts, there was an Robert N. information systems
urgent need for him to establish a clear Publication Date: 07/01/1972 Length: 11p
strategic marketing direction for his Revision Date: 11/01/1980
business before committing more Product Type: Case (Field) 2610BC
resources to further store expansion. Abstract: Concerns the broad policies Title: The Right Customers: Acquisition,
Geographic Setting: China; Hong Kong of a rehabilitation center for the blind. Retention, and Development
Industry Setting: Restaurant industry Emphasis is on the determination of Publication Date: 11/21/2005
Subjects: NO product policy (products and services Product Type: HBS Press Chapter
SUBJECTS(KEYWORDS) offered) and on communications strategy Abstract: The nemesis of customer
Length: 24p (the recruiting of trainees). Provides retention is customer defection, although
Supplementary Materials: Teaching good historical and organizational these customers offer the most market
Note, (HKU604), 8p, by Simon Lam, material. information by signaling ineffective
Amy Tang Geographic Setting: Minnesota strategies in acquisition and retention.
Year New: 2006 Industry Setting: Health services Learning these inefficiencies forces a
Gross Revenues: $1 million revenues firm to shift retention expenditures from
595033 Subjects: Communication strategy; low- to high-value customers and to
Title: RiceSelect Health services; Market segmentation; evaluate future customer development.
Author(s): Silk, Alvin J.; Shelman, Mary Marketing strategy; Nonprofit This chapter provides the steps required
L. organizations; Product lines; Product to move misaligned retention resources
Publication Date: 11/17/1994 management; Social enterprise toward better product development and
Revision Date: 09/05/1996 Length: 21p customer service, giving customers no
Product Type: Case (Field) Supplementary Materials: Teaching reason to look elsewhere. May be used
Abstract: In August 1994, Robin Note, (573074), 6p, by Benson P. with: (2556BC) Marketing Strategy:
Andrews, President of RiceTec, Inc., Shapiro How it Fits with Business Strategy;
faces a critical decision that will affect (2564BC) Creating a Marketing Plan:
his firm's future: what policy should 93501 An Overview; (2572BC) Competitive
RiceTec follow for supplying grocery Title: Riding the Marketing Information Analysis: Understand Your Opponents;
retailers with private label merchandise? Wave (2580BC) Market Customization: Market
RiceTec, a small privately owned firm Author(s): Bessen, Jim Segmentation, Targeting, and
engaged in rice breeding research and Publication Date: 09/01/1993 Positioning; (2599BC) Developing New
marketing, has struggled for eight years Product Type: Harvard Business Products and Services: The Marketer's
to gain market acceptance for its line of Review Article Role; (2602BC) Branding:
premium specialty rice products sold Abstract: Faced with the costs of Differentiation that Customers Value;
under its own brand name, Texmati. building customer information systems, (2629BC) Pricing It Right: Strategies,
While Texmati is superior in taste to some managers question whether or not Applications, and Pitfalls; (2637BC)
other leading rice brands on the market, marketing technology can achieve Integrated Marketing Communications:
RiceTec's limited cash flow greatly competitive miracles. But the author Creativity, Consistency, and Effective
restricts its ability to invest in slotting believes that retailers and consumer Resource Allocation; (2645BC)
allowances and pull programs. goods companies can't afford to ignore Interactive Marketing: New Channel,
Consequently, its progress in gaining the new economies of scale the best New Challenge; (2653BC) Marketing
national distribution in supermarkets has marketing information systems offer. Across Borders: It's a Big, Big World.
been disappointingly slow. Several Today's sophisticated technologies help Subjects: NO
leading supermarket chains have companies sort massive amounts of SUBJECTS(KEYWORDS)
expressed interest in having RiceTec information to target small groups of Length: 15p
supply them with rice products to be sold highly responsive customers almost List Price: $6.95
under their retailer-controlled premium automatically. The great Atlantic and Year New: 2006
private label brand names. The firm's Pacific Tea Co. (A&P), for example, is
board is divided on the issue of whether using point-of-sale scanning and 589046
or not it should produce private brands frequent-shopper programs to build a Title: Ring Medical
for retailers and Andrews must re- sophisticated customer database. The Author(s): Rangan, V. Kasturi; Fay,
examine the growth strategy in light of mail-order company Fingerhut bases Christopher
Publication Date: 09/14/1988 What might Kmart do to stop him? Eastern

Revision Date: 06/23/1993 Industry Setting: Retail store Industry Setting: Appliance industry
Product Type: Case (Field) Number of Employees: 141,000 Company Size: small
Abstract: Describes the progress of a Gross Revenues: $15.9 billion Subjects: Appliances; Brands;
new product launch (HCS-100, a revenues Distribution; Eastern Europe; Family
hospital communication system). Ring Subjects: NO owned businesses; Germany;
Medical has sold only five systems in six SUBJECTS(KEYWORDS) International marketing; Marketing
months against an annual target of 30. Length: 28p strategy
There is a lack of agreement internally Supplementary Materials: Teaching Length: 17p
on how the new product effort should be Note, (708459), 13p, by John R. Wells
organized. In addition, there are Year New: 2006 IES032
differences of opinion on which Title: Robert Krups GMBH & Co. KG:
distribution channels are most IES033 Marketing Entry Into East Germany
appropriate. These issues must be Title: Robert Krups GMBH & Co. KG: Author(s): Joachimsthaler, Erich;
resolved before the board meeting Brand Transfer Into East Germany (A) Bleivick, Stein
scheduled for the following day. Author(s): Joachimsthaler, Erich; Publication Date: 09/01/1991
Geographic Setting: United States Hickman, Edward Revision Date: 12/01/1997
Industry Setting: Health care industry Publication Date: 05/01/1993 Product Type: Case (Field)
Company Size: small Revision Date: 05/01/1998 Publisher: IESE Business School
Gross Revenues: $3-4 million sales Product Type: Case (Field) Abstract: Describes the market entry of
Subjects: Communications equipment; Publisher: IESE Business School Robert Krups, a premium high-quality
Distribution channels; Marketing Abstract: Deals with the issues that small-appliance manufacturer and
organization; New product marketing; make a brand strong, e.g., positioning, marketer in Solingen, Germany. Raises
Product introduction product characteristics, advertising and issues with respect to the development
Length: 24p product presentation strategy, etc.; and of a distribution and channel system in
Supplementary Materials: Teaching measures of a brand's strength, e.g., any market that is little known. Special
Note, (591076), 13p, by V. Kasturi awareness, perceived quality reputation, consideration is given to the importance
Rangan; Case Video, (891505), 9 min, etc. The management issue is how to of the manufacturer-retailer relationship,
by Ring Medical transfer these brand attributes to the the opportunities for a small family firm
newly opened East European market to differentiate itself in the market in the
891505 and indeed, to decide which specific face of competition from large
Title: Ring Medical -- HCS - 100: A brands will actually appeal to this new multinationals, and retail and distribution
Superior Communications System, set of consumers. May be used with: structures in Eastern European
Video (IES032) Robert Krups GMBH & Co. countries. May be used with: (IES033)
Author(s): Ring Medical KG: Marketing Entry Into East Robert Krups GMBH & Co. KG: Brand
Publication Date: 03/28/1991 Germany; (IES034) Robert Krups Transfer Into East Germany (A);
Product Type: Case Video GMBH & Co. KG: Brand Transfer Into (IES034) Robert Krups GMBH & Co.
Abstract: Demonstrates the product East Germany (B). KG: Brand Transfer Into East Germany
features for a fairly complex hospital Geographic Setting: Germany; Europe, (B).
communication system. Must be used Eastern Geographic Setting: Germany; Europe,
with: (589046) Ring Medical. Industry Setting: Appliance industry Eastern
Industry Setting: Communications Company Size: small Industry Setting: Appliance industry
equipment Subjects: Appliances; Brands; Company Size: small
Subjects: Communications equipment; Distribution; Eastern Europe; Family Subjects: Appliances; Brands;
Distribution channels; Marketing owned businesses; Germany; Distribution; Eastern Europe; Family
organization; New product marketing; International marketing; Marketing owned businesses; Germany;
Product introduction strategy International marketing; Marketing
Length: 9 min Length: 20p strategy
List Price: $150.00 Length: 39p
IES034
707439 Title: Robert Krups GMBH & Co. KG: 596031
Title: The Rise of Wal-Mart Stores, Inc. Brand Transfer Into East Germany (B) Title: Robert Mondavi Corp.
1962-1987 Author(s): Joachimsthaler, Erich; Author(s): Goldberg, Ray A.; Urban,
Author(s): Haglock, Travis; Wells, John Hickman, Edward Thomas N., III
R. Publication Date: 05/01/1993 Publication Date: 10/17/1995
Publication Date: 09/05/2006 Revision Date: 05/01/1998 Product Type: Case (Field)
Revision Date: 07/23/2008 Product Type: Case (Field) Abstract: As the Mondavi Corp. moves
Product Type: Case (Library) Publisher: IESE Business School from a private to a public company and
Abstract: It is 1988 and David Glass Abstract: Provides detailed market increases the number of types of wine it
has just taken over as CEO from the information about East Germany as a sells, how does it position itself in
legendary Sam Walton at Wal-Mart. background for the decisions that have various segments of the market and
Meanwhile, Joe Antonini has just taken to be made in the (A) case. May be used what brand and distribution system is
the CEO position at Wal-Mart's arch with: (IES032) Robert Krups GMBH & most important?
rival, Kmart. Although Wal-Mart is still Co. KG: Marketing Entry Into East Geographic Setting: Global
well behind Kmart, it appears to be in Germany; (IES033) Robert Krups Industry Setting: Wine industry
great shape and is catching up fast. GMBH & Co. KG: Brand Transfer Into Subjects: Beverages; Marketing
Glass seems committed to continuing East Germany (A). strategy
with "business as usual." Is this enough? Geographic Setting: Germany; Europe,
Length: 29p provider, is deciding how it should puzzling since sales of her other
respond to developments that appear to product--Kathon 886 MW, a liquid
281X portend the convergence of its industry biocide used only in large-capacity
Title: Robust Sales Management with the computing and tanks--was well on target and held a
(Paperback) telecommunications industries. In steady 30% market share. In May 1984,
Author(s): HBR particular, it is investigating how it should about five months after the new product
Publication Date: 05/01/1989 test the market for high-speed Internet was launched, Joan Macey was
Product Type: HBS Press Book access via cable modem. This case reviewing her entire marketing strategy
Abstract: Discover the essential describes decisions that need to be with a view to bringing Kathon MWX
strategies for training, motivating, and made to bring this service to market in a sales closer to target. Of particular
targeting your sales force. This suburb of Toronto. concern to her were the distribution and
paperback collection of Harvard Geographic Setting: Canada communication strategies used for the
Business Review articles includes Industry Setting: Cable television new product.
selections on sales force strategy, industry Geographic Setting: Philadelphia, PA
selling to industrial customers, and case Gross Revenues: $1.1 billion revenues Industry Setting: Chemical industry
studies. HBR paperbacks are regularly Subjects: Canada; Consumer Company Size: Fortune 500
revised with recent articles. marketing; Telecommunications Gross Revenues: $2 billion revenues
Subjects: Marketing strategy; Sales Length: 17p Subjects: Chemicals; Distribution
management; Sales organization; Sales Supplementary Materials: Teaching channels; Marketing strategy; New
strategy Note, (597078), 11p, by John Deighton product marketing
List Price: $19.95 502S09 Supplementary Materials: Supplement
Title: Rohm and Haas (A): New Product (Field), (590083), 2p, by V. Kasturi
Marketing Strategy, Spanish Version Rangan; Teaching Note, (587129), 12p,
576094
Author(s): Rangan, V. Kasturi; Lasley, by V. Kasturi Rangan; Teaching Note,
Title: Rockwell International
Susan (590077), 7p, by E. Raymond Corey
Microelectronic Product Division
Publication Date: 08/08/2002 BESTSELLER
Author(s): Star, Stephen H.; Davis, N.J.
Publication Date: 11/26/1975 Product Type: LACC Case
Product Type: Case (Field) Abstract: Joan Macey, Rohm and Haas' 590083
Abstract: In mid-1974, Rockwell market manager for Metalworking Fluid Title: Rohm and Haas (B): 1989 Update
International's microelectronic division, Biocides, found that sales of a new on Kathon MWX
which had been manufacturing private biocide, Kathon MWX, was utterly Author(s): Rangan, V. Kasturi
label, hand-held calculators for several disappointing. This was all the more Publication Date: 03/08/1990
years, decided to introduce a line of puzzling since sales of her other Revision Date: 04/13/1992
hand-held calculators under the product--Kathon 886 MW, a liquid Product Type: Supplement (Field)
Rockwell name. Its leading channels of biocide used only in large-capacity Abstract: Updates the decision issues
distribution at that time were department tanks--was well on target and held a faced by Rohm and Haas in launching
stores and calculators specialty stores. steady 30% market share. In May 1984, Kathon MWX for small customers. Must
In January 1975, top management was about five months after the new product be used with: (587055) Rohm and Haas
considering changing, or at least was launched, Joan Macey was (A): New Product Marketing Strategy.
broadening, its distribution channels to reviewing her entire marketing strategy Industry Setting: Chemical industry
include mass merchandising outlets. with a view to bringing Kathon MWX Subjects: Chemicals; Distribution
According to trade rumors, Texas sales closer to target. Of particular channels; Marketing strategy; New
Instruments, the industry leader, was concern to her were the distribution and product marketing
about to do this, and Rockwell had to communication strategies used for the Length: 2p
decide whether to anticipate Texas new product.
Instruments' move. Geographic Setting: Philadelphia, PA 87310
Geographic Setting: United States Industry Setting: Chemical industry Title: Role Playing as a Sales Training
Industry Setting: Electronics industry Company Size: Fortune 500 Tool
Company Size: Fortune 500 Gross Revenues: $2 billion revenues Author(s): Robinson, Larry J.B.
Gross Revenues: $4.4 billion 1974 Subjects: Chemicals; Distribution Publication Date: 05/01/1987
sales channels; Marketing strategy; New Product Type: Harvard Business
Subjects: Competition; Customer product marketing Review Article
relations; Distribution channels; Length: 16p Abstract: One key to a successful retail
Electronics; Marketing strategy; Office business is friendly, knowledgeable,
equipment 587055 motivated salespeople. But, even in
Length: 29p Title: Rohm and Haas (A): New Product some of America's best-known stores,
Marketing Strategy one encounters indifferent clerks or must
597050 Author(s): Rangan, V. Kasturi; Lasley, search for a clerk willing to take one's
Title: Rogers Communications, Inc.: Susan money. An effective technique - used for
The Wave Publication Date: 08/06/1986 years by J.B. Robinson Jewelers - for
Author(s): Deighton, John; Voermann, Revision Date: 05/25/1993 teaching salespeople a natural and
Karsten; Gilyard, Reginald Product Type: Case (Field) friendly sales manner is role playing.
Publication Date: 11/22/1996 Abstract: Joan Macey, Rohm and Haas' Employees like role playing. It's
Revision Date: 12/20/1996 market manager for Metalworking Fluid dramatic, and they retain more through
Product Type: Case (Field) Biocides, found that sales of a new these sessions than they would from
Abstract: Rogers Communications, Inc., biocide, Kathon MWX, was utterly manuals or lectures.
Canada's largest cable television disappointing. This was all the more Subjects: Employee training; Sales
management buy for a small, but fast-growing, Year New: 2005

Length: 3p toiletries company. The specific buy, the
1976 Tournament of Roses Parade, will R0303A
CMR257 require a disproportionate amount of the Title: A Rose by Any Other Name (HBR
Title: The Role of Differentiation in total promotional budget. A key issue is Case Study and Commentary)
Markets Driven by Advertising the impact of one large buy versus a Author(s): Stone, Daniel B.; Weise ,
Author(s): Soberman, David A. continuity of television advertising. Deals Frank E., III; Pant, Micky; Hoch, Stephen
Publication Date: 04/01/2003 with the implications of TV spending for J.; Corstjens, Judith; Corstjens, Marcel
Product Type: CMR Article trade support. Publication Date: 03/01/2003
Publisher: California Management Geographic Setting: California Product Type: Harvard Business
Review Industry Setting: Personal care Review Article
Abstract: Firms put enormous products Abstract: Tom Rose was about to listen
intellectual and financial resources into Gross Revenues: $5-10 million sales to his marketing head, Cassie Martin,
creating differentiated products or Subjects: Advertising; Advertising make a major presentation on the
services for their consumers. However, media; Budgeting; Cosmetics; Sales biggest strategic initiative in Rose
in many situations, differentiation may promotions Partyware's history: the launch of a
not be a profitable strategy. Spells out Length: 17p branded line of party ware. Rose had
the conditions under which it is profitable manufactured paper goods for parties
to differentiate and those when it is not. R0303Z and other social events for many years.
Consumers learn about alternatives from Title: A Rose by Any Other Name But Tom had recently spotted an
advertising, and many consumers do not (Commentary for HBR Case Study) opportunity to break out of the pack: a
see advertising for all relevant Author(s): Stone, Daniel B.; Weise , new printing technology that would
alternatives. As a result, a significant Frank E., III; Pant, Micky; Hoch, Stephen improve quality and reduce costs. When
fraction of consumers make decisions J.; Corstjens, Judith; Corstjens, Marcel Rose test-marketed the new line,
with limited information about the Publication Date: 03/01/2003 consumers loved it, and retailers
available alternatives. The value of Product Type: Harvard Business pledged their support. Tom felt that the
creating differentiated products is Review Article new technology would give Rose the
ambiguous when awareness of products Abstract: Tom Rose was about to listen edge it needed to establish its own
and their characteristics is the key to his marketing head, Cassie Martin, brand, which would, in turn, allow the
determinant of consumer behavior. make a major presentation on the company to stay ahead of its rivals. In
Industry Setting: Advertising industry biggest strategic initiative in Rose her presentation, Cassie reported that
Subjects: Advertising; Consumer Partyware's history: the launch of a customers loved the brand concept.
behavior; Marketing strategy; Product branded line of party ware. Rose had However, it was going to be more
positioning manufactured paper goods for parties expensive than she had originally
Length: 19p and other social events for many years. thought. And Hank Lewis, Rose's
Year New: 2004 But Tom had recently spotted an national accounts manager, further
opportunity to break out of the pack: a complicated matters when he told Tom
500050 new printing technology that would that one of Rose's biggest customers,
Title: Roly International: Consumer improve quality and reduce costs. When Party!, had just decided to offer
Licensed Products in China Rose test-marketed the new line, customers a complete line of party
Author(s): Arnold, David J.; Chand, consumers loved it, and retailers goods under its own name and wanted
Shivani pledged their support. Tom felt that the Rose to manufacture it. The
Publication Date: 11/15/1999 new technology would give Rose the management team is split on whether
Revision Date: 07/24/2000 edge it needed to establish its own Rose should launch its own line. Tom
Product Type: Case (Field) brand, which would, in turn, allow the needs to decide: What's the best
Abstract: In this case Roly International, company to stay ahead of its rivals. In marketing strategy for Rose Partyware?
the largest Disney apparel licensee in her presentation, Cassie reported that Subjects: Brand management; Brands;
China, considers how to adapt their customers loved the brand concept. HBR Case Discussions; Marketing
distribution channel strategy to the However, it was going to be more planning; Marketing strategy
downturn in the Chinese market. expensive than she had originally Length: 8p
Geographic Setting: China thought. And Hank Lewis, Rose's NEW
Industry Setting: Apparel industry national accounts manager, further
Number of Employees: 3,000 complicated matters when he told Tom R0303X
Gross Revenues: $250 million that one of Rose's biggest customers, Title: A Rose by Any Other Name (HBR
revenues Party!, had just decided to offer Case Study)
Subjects: China; Clothing; Distribution customers a complete line of party Author(s): Stone, Daniel B.
channels; Emerging markets; goods under its own name and wanted Publication Date: 03/01/2003
International marketing; Retailing Rose to manufacture it. The Product Type: Harvard Business
Length: 13p management team is split on whether Review Article
Rose should launch its own line. Tom Abstract: Tom Rose was about to listen
needs to decide: What's the best to his marketing head, Cassie Martin,
578024
marketing strategy for Rose Partyware? make a major presentation on the
Title: Rose Milk
May be used with: (R0303X) A Rose by biggest strategic initiative in Rose
Author(s): Greyser, Stephen A.; Young,
Any Other Name (HBR Case Study). Partyware's history: the launch of a
Robert F.
Subjects: NO branded line of party ware. Rose had
SUBJECTS(KEYWORDS) manufactured paper goods for parties
Length: 3p and other social events for many years.
Abstract: Deals with a specific media But Tom had recently spotted an
opportunity to break out of the pack: a shift from individual branding to Hill, Inc. (A).
new printing technology that would corporate branding. Industry Setting: Advertising industry;
improve quality and reduce costs. When Geographic Setting: Global Computer industry
Rose test-marketed the new line, Industry Setting: Hotel industry; Resort Subjects: Advertising; Computer
consumers loved it, and retailers Subjects: NO industry; Ethics; Marketing management;
pledged their support. Tom felt that the SUBJECTS(KEYWORDS) Sales strategy; Services
new technology would give Rose the Length: 13p Length: 1p
edge it needed to establish its own Supplementary Materials: Teaching Supplementary Materials: Teaching
brand, which would, in turn, allow the Note, (2088), 16p, by Chekitan S. Dev, Note, (591074), 7p, by John A. Quelch,
company to stay ahead of its rivals. In Laure Mougeot Stroock; Supplement N. Craig Smith
her presentation, Cassie reported that (Spreadsheet), (2286), 0p, by Chekitan
customers loved the brand concept. S. Dev, Laure Mougeot Stroock 589126
However, it was going to be more Year New: 2007 Title: Rossin Greenberg Seronick & Hill,
expensive than she had originally Inc. (C)
thought. And Hank Lewis, Rose's 589124 Author(s): Smith, N. Craig; Quelch,
national accounts manager, further Title: Rossin Greenberg Seronick & Hill, John A.
complicated matters when he told Tom Inc. (A) Publication Date: 06/30/1989
that one of Rose's biggest customers, Author(s): Smith, N. Craig; Quelch, Revision Date: 05/20/1993
Party!, had just decided to offer John A. Product Type: Supplement (Field)
customers a complete line of party Publication Date: 06/30/1989 Abstract: Teaching objectives: 1) to
goods under its own name and wanted Revision Date: 05/20/1993 consider legal and other obligations
Rose to manufacture it. The Product Type: Case (Field) advertising agencies owe to their clients,
management team is split on whether Abstract: Rossin Greenberg Seronick & 2) to show how aggressive marketing
Rose should launch its own line. Tom Hill (RGSH), a New England advertising can lead to allegations of misconduct, 3)
needs to decide: What's the best agency, was keen to secure the account to explore conflicts of interest which may
marketing strategy for Rose Partyware? of Microsoft Corp. The case describes arise for professional service companies
May be used with: (R0303Z) A Rose by the bid for the account, which included in marketing their expertise to more than
Any Other Name (Commentary for HBR the submission of a "flier" referring to one company within another industry,
Case Study). knowledge of a competitor's plans, as a and 4) to consider the responsibilities of
Subjects: NO result of hiring two new creative people a corporation taking legal action against
SUBJECTS(KEYWORDS) who had worked on the account of Lotus another. Must be used with: (589124)
Length: 4p Development Corp. at another agency. Rossin Greenberg Seronick & Hill, Inc.
Year New: 2005 Teaching objectives: 1) to examine how (A).
agencies bid for advertising accounts, 2) Industry Setting: Advertising industry;
2087 to consider how companies review Computer industry
Title: Rosewood Hotels and Resorts: agencies, and 3) to show how Subjects: Advertising; Computer
Branding to Increase Customer aggressive marketing may lead to industry; Ethics; Marketing management;
Profitability and Lifetime Value allegations of misconduct. Sales strategy; Services
Author(s): Dev, Chekitan S.; Stroock, Geographic Setting: Boston, MA Length: 4p
Laure Mougeot Industry Setting: Advertising industry Supplementary Materials: Teaching
Publication Date: 06/15/2007 Number of Employees: 45 Note, (591074), 7p, by John A. Quelch,
Product Type: Case Subjects: Advertising; Computer N. Craig Smith
Abstract: Rosewood Hotels & Resorts, industry; Ethics; Marketing management;
a small luxury private hotel management Sales strategy; Services 99A016
firm running a collection of 12 Length: 3p Title: Rougemont Fruit Nectar:
individually branded hotels and resorts in Supplementary Materials: Supplement Distributing in China
multiple countries, was wondering how (Field), (589125), 1p, by N. Craig Smith, Author(s): Beamish, Paul W.; Gleave,
to foster customer retention and loyalty John A. Quelch; Supplement (Field), Tom
and capture the maximum value from its (589126), 4p, by N. Craig Smith, John A. Publication Date: 07/12/1999
115,000 guests. Rosewood had always Quelch; Teaching Note, (591074), 7p, by Product Type: Case (Field)
allowed each hotel to stand as its own John A. Quelch, N. Craig Smith Publisher: Richard Ivey School of
individual brand, with the Rosewood Business/UWO
name presented as a muted sub-brand, 589125 Abstract: Gervais Lavoie, managing
if at all. Now Rosewood's new leadership Title: Rossin Greenberg Seronick & Hill, director of Beijing Oasis High Nutrition
was contemplating whether the firm Inc. (B) Food Co., needs to decide what means
should significantly increase the Author(s): Smith, N. Craig; Quelch, of distribution is most appropriate for the
prominence of the corporate identity, John A. company's newly-developed fruit
making Rosewood a corporate brand. Publication Date: 06/30/1989 nectars. The decision is complicated
The main challenge that Rosewood's Revision Date: 05/20/1993 because different means of distribution
executives face is to assess whether the Product Type: Supplement (Field) have different implications for the
potential economic benefits from Abstract: Teaching objectives: 1) to ultimate pricing and promotion of the
increased guest retention can outweigh show how aggressive marketing can products.
the $1,000,000 marketing investment lead to allegations of misconduct, 2) to Geographic Setting: China
needed to implement the corporate consider responses under crisis Industry Setting: Food industry
branding strategy. The central focus is a management, and 3) to explore the Company Size: small
quantitative assignment that asks importance of credibility within marketing Subjects: Beverages; China;
students to calculate how customer communications. Must be used with: Distribution; Market segmentation;
lifetime value would be affected by a (589124) Rossin Greenberg Seronick & Pricing; Sales promotions
Length: 18p introduction potential new markets.

Supplementary Materials: Teaching Length: 16p Geographic Setting: Global; United
Note, (899A16), 14p, by Paul W. States
Beamish, Tom Gleave 508053 Industry Setting: Restaurant industry
Title: Russian Standard Subjects: NO
BAB122 Author(s): Deshpande, Rohit; SUBJECTS(KEYWORDS)
Title: Royal Corp. Schulman, Seth Length: 8p
Author(s): Hennessey, H. David; Publication Date: 11/27/2007 Supplementary Materials: Teaching
Kalunian, Barbara Revision Date: 04/11/2008 Note, (806A34), 6p, by Ilan Alon, Allen
Publication Date: 01/01/2006 Product Type: Case (Field) H. Kupetz
Revision Date: 02/07/2006 Abstract: In September 2006, Russian Year New: 2006
Product Type: Case (Field) billionaire Roustam Tariko, founder and
Publisher: Babson College owner of Russian Standard, needed to 510052
Abstract: Chronicles a day in the life of develop a strategy for introducing Title: Ryder System, Inc.
a Royal Corp. salesperson, Mary Jones, Russia's most popular brand of premium Author(s): Marshall, Martin V.; Newton,
part of the Royal Reproduction Center vodka (RSO) to American consumers. In Derek A.
(RRC) division. The RRC division the past year, he had introduced Publication Date: 04/01/1963
specializes in high-quality turnaround Imperia, the firm's flagship ultra-premium Revision Date: 06/01/1965
copying and printing services. Division vodka, in the U.S. market; lined up Product Type: Case (Field)
salespeople are responsible for selling American importation and distribution Abstract: Concerns the development of
copying/printing services, the Royal 750 partners for Russian Standard; and had an annual marketing plan.
color copier, and the Corporate Copy worked hard to build excitement for the Geographic Setting: Florida
Center (CCC) concept, which involves brand. Beyond establishing RSO's Industry Setting: Car & truck rental
equipping a client company with a staff stylishness, Tariko needed to carve out industry
and copiers to operate an on-premise a space for the brand in the crowded Gross Revenues: over $40 million sales
reproduction operation. Focuses on American market. Imperia's marketing Event Year Start: 1962
Jones' difficulty in selling the CCC had emphasized two attributes, superior Event Year End: 1962
concept. Presents the daily sales quality and Russian-ness. In articulating Subjects: Advertising; Leasing; Market
activities of a business-to-business RSO's advertising strategy and tagline, research; Sales management; Sales
salesperson and the buyer behavior Tariko would need to decide once and promotions; Transportation
process of two different types of services for all which attribute to emphasize. He Length: 21p
(CCC and printing) and a product (color would also need to decide how to
copier). Also reveals the difficulty of articulate this attribute so as to develop 573043
selling a new concept, typical problems discrete identities for each of the two Title: Ryder System, Inc. (B)
that salespeople encounter, and the brands. Would Americans respond Author(s): Marshall, Martin V.; Clarke,
importance of understanding buyer better to a claim of authenticity, or to a Robert N.
behavior and the purchase process of a claim of unparalleled purity? And which Publication Date: 02/01/1973
new product. were RSO and Imperia best equipped to Revision Date: 06/01/1981
Subjects: NO exploit? Product Type: Case (Field)
SUBJECTS(KEYWORDS) Geographic Setting: Russia; United Abstract: Discusses the marketing
Length: 23p States strategies of Ryder System in regard to
Supplementary Materials: Teaching Industry Setting: Liquor its 15%-20% a year growth objective.
Note, (BAB622), 5p, by H. David Event Year Start: 2006 Focuses on truck rental and leasing
Hennessey Event Year End: 2006 division (their largest division) and the
Year New: 2006 Subjects: NO problems of implementation of the
SUBJECTS(KEYWORDS) marketing strategies to the various
574033 Length: 23p market segments.
Title: Royal Dutch Chemical N.V. Year New: 2007 Geographic Setting: Miami, FL
Author(s): Brown, Milton P.; Ratichek, Industry Setting: Car & truck rental
J.A. 906A34 industry
Publication Date: 11/28/1973 Title: Ruth's Chris: The High Stakes of Gross Revenues: $212 million 1971
Revision Date: 03/01/1975 International Expansion sales
Product Type: Case (Field) Author(s): Alon, Ilan; Kupetz, Allen H. Subjects: Advertising; Growth strategy;
Abstract: Deals with a small division in Publication Date: 01/20/2006 Leasing; Marketing strategy; Sales
a large company attempting to introduce Product Type: Case management; Sales promotions;
a new product to a foreign country Publisher: Richard Ivey School of Transportation
through the firm's local organization. Business/UWO Length: 18p
Difficulties of getting the local Abstract: In 2006, Ruth's Chris Steak
organization to accept the new product House was fresh off of a sizzling initial 597044
and market it successfully are public offering and was now interested in Title: S1 Corp.
highlighted. growing their business internationally. Author(s): Chun, Samuel
Industry Setting: Chemical industry With restaurants in just four countries Publication Date: 03/17/1997
Company Size: large outside the United States, a model to Revision Date: 07/29/1999
Gross Revenues: FL!.7 billion sales identify and rank new international Product Type: Case (Field)
Subjects: Chemicals; International markets was needed. Provides a Abstract: S1 is a fast growing subsidiary
marketing; Marketing management; practical example for students to take of the Samsung Group in South Korea
Marketing organization; Multinational quantitative and non-quantitative that sells business security products. S1
corporations; Pharmaceuticals; Product variables to create a short list of has implemented a number of marketing
initiatives that the company president Publication Date: 09/26/2007 September 2006, Chinese authorities
would like to have evaluated. Product Type: Case (Field) banned the sale of some of P&G's skin
Industry Setting: Security industry Publisher: Richard Ivey School of care products in the SK-II line. P&G
Gross Revenues: $218 million Business/UWO feared that public protests against these
revenues Abstract: An intern at SC Johnson products could spread and infect the
Subjects: Korea; Market segmentation; requested a meeting to discuss a new brand equity of its other products in the
Pricing; Sales management initiative he wanted to pursue after country. Everything that P&G tried to
Length: 10p analyzing coupons for SC Johnson's resolve the scandal failed, leaving the
Glade brand. The intern had identified a media, consumers and government
599021 large variance in coupon redemption feeling enraged. P&G pronounced
Title: SADAFCO rates and coupon return metrics, and confidence in its SK-II products in China,
Author(s): Arnold, David J. wanted to discuss the possibility of saying it would work with government
Publication Date: 09/10/1998 developing a better way to plan coupon agencies to resolve the problems, but
Revision Date: 10/24/2001 promotions. repeatedly botched public relations and
Product Type: Case (Field) Geographic Setting: Canada was accused of "arrogance" toward
Abstract: SADAFCO has long enjoyed Industry Setting: Chemicals consumers. Although P&G had
a dominant position in the milk and ice Subjects: NO experience in defending its SK-II
cream markets in Saudi Arabia. In the SUBJECTS(KEYWORDS) products in court due to a lawsuit the
mid-1990s, this dominance was under Length: 7p previous year, the company seemed to
threat as Nestle, Unilever, and Mars all Supplementary Materials: Teaching have learned nothing about preparing for
entered the ice cream market. The case Note, (806E14), 7p, by Peter C. Bell a future crisis. P&G, one of the most
outlines the Saudi Arabian ice cream trusted corporate brands in the world,
wars. 579036 was close to losing Chinese consumers'
Geographic Setting: Saudi Arabia Title: SCM Organic Chemicals Division faith in SK-II and perhaps in P&G as well
Industry Setting: Food & beverage of SCM Corp. just by the poor way it handled the crisis.
industries Author(s): Shapiro, Benson P.; Cline, Many analysts claim that doing business
Number of Employees: 1,000 Craig E. in China is significantly different from
Gross Revenues: $200 million Publication Date: 09/05/1978 doing business in developed markets.
revenues Revision Date: 01/10/1979 When it comes to public relations, how
Subjects: Beverages; Competition; Product Type: Case (Field) can the rules be so different that even
Food; International marketing; Marketing Abstract: A shortage of raw materials, experienced country managers
management; Marketing strategy coupled with an apparent increase in repeatedly get it wrong? The case allows
Length: 25p demand for its specialty products, forces for discussion on how to respond to a
Supplementary Materials: Teaching SCM Organic Chemical Division's public relations crisis, salvage brand
Note, (500072), 9p, by David J. Arnold president to consider phasing out a equity after a disastrous incident, react
mature but profitable product line to to a situation and pre-empt damaging
provide raw material for the manufacture information in the media.
501020
of the specialty products. A successful Geographic Setting: China
Title: SATELLIFE: Bridging the Digital
entry into the specialty product market, Industry Setting: Personal care
Divide
which has heretofore been dominated by products
Author(s): Rangan, V. Kasturi; Reitz,
natural product producers, with a Subjects: NO
Howard Firestone
synthetic product line could enable the SUBJECTS(KEYWORDS)
Division to obtain a major share of that Length: 21p
market. But previous natural product Supplementary Materials: Teaching
Abstract: Describes the evolution of
shortages have been shortlived, leaving Note, (HKU698), 10p, by Kineta Hung,
SATELLIFE from its founding in 1989 to
some synthetic manufacturers Richard Farmer
its current status in 2000. While the
overextended. Year New: 2007
original problem of lack of medical
information in many parts of the Geographic Setting: Florida
developing world, especially Africa, was Industry Setting: Chemical industry M309
still true, new technologies like the Gross Revenues: $50 million sales Title: SKOLAR, M.D.: Is There a
Internet had considerably changed the Subjects: Commodity markets; Business for Web-Based Information for
possibilities for nonprofits like Industrial markets; Market selection; Doctors?
SATELLIFE. Teaching Purpose: New product marketing; Product lines Author(s): Draganska, Michaela; Hoyt,
Formulating and adapting strategy. Length: 25p David W.
Geographic Setting: Waltham, MA Publication Date: 02/02/2006
Industry Setting: Health care industry HKU697 Product Type: Case (Field)
Number of Employees: 20 Title: SK-II: Damage Control in China Publisher: Stanford University
Gross Revenues: $1.6 million budget Author(s): Hung, Kineta; Farmer, Abstract: In March 2000, Paul Lippe,
Subjects: Africa; Developing countries; Richard CEO of SKOLAR, faced several
Health care; Information technology; Publication Date: 01/11/2008 decisions that could determine the fate
Nonprofit organizations; Strategy Product Type: Case (Field) of his young company. SKOLAR had
formulation Publisher: University of Hong Kong developed a Web-based information
Length: 25p Abstract: In 2006, SK-II, a skin care resource for doctors. The site was in
brand, was close to becoming a billion- beta-test at the Stanford School of
dollar brand for Proctor and Gamble Medicine, with commercial release
906E14
("P&G') and China was seen as a key planned for September. Lippe had just
Title: SC Johnson: Planning Coupon
source of future growth and is soon to be received a market study prepared by
Promotions
the largest market in the world. On 14 McKinsey & Company describing the
Author(s): Bell, Peter C.
potential market for the SKOLAR 2001, the company is hard-pressed to Company Size: small
product. He studied the report, thought formulate a viable strategy that will Gross Revenues: $4 million sales
about the company's experience to date, enable it to capitalize on its brand image Subjects: Agribusiness; Biotechnology;
and the decisions he had to make. Did and reposition itself in the mobile phone Marketing strategy
he have the information needed to make industry. Length: 33p
good decisions? If not, what other Geographic Setting: Hong Kong
information did he need, and how could Industry Setting: Telecommunications 503S32
he get it? Includes the McKinsey report, industry Title: SaleSoft, Inc. (A), Spanish Version
as well as information about the Subjects: Brands; Loyalty; Marketing Author(s): Narayandas, Das
SKOLAR product and proposed strategy; Pricing; Telecommunications Publication Date: 05/28/1996
business model, and other sources of Length: 23p Revision Date: 03/24/1998
medical information for doctors in 2000. Supplementary Materials: Teaching Product Type: LACC Case
Geographic Setting: United States Note, (HKU137), 10p, by Velma Lee, Abstract: SaleSoft, a start-up firm,
Industry Setting: Health care industry Michelle Ng, Pauline Ng; Teaching Note, markets Comprehensive Sales
Subjects: NO (HKU555), 15p, by Kineta Hung, Monica Automation Solutions (CSAS) that
SUBJECTS(KEYWORDS) Park automate a firm's sales, marketing, and
Length: 28p service functions. Even though the
Year New: 2006 502085 product has received very favorable
Title: Sa Sa Cosmetics responses from prospects, product
597079 Author(s): Bell, David E.; Li, Iris T. complexity and a long buying cycle have
Title: SOS-Kinderdorf International: Publication Date: 05/13/2002 made it difficult for the firm to convert
Caring for Orphaned Children Revision Date: 05/08/2003 interest into sales orders. SaleSoft now
Author(s): Rangan, V. Kasturi Product Type: Color Case has an opportunity to sell a part of the
Publication Date: 03/31/1997 Abstract: Sa Sa Cosmetics has had total CSAS solution as a stand-alone
Revision Date: 07/06/1998 spectacular success as a low-price product. This "Trojan Horse" (TH)
Product Type: Case (Field) retailer of branded cosmetics. But product offers an easy way for the firm to
Abstract: SOS-Kinderdorf, founded in recently, growth has slackened. What enter new customer accounts, gain quick
1949, has grown rapidly into one of the are the causes? This case describes sales, and generate much needed
largest orphanages in the world with recent strategic initiatives and provides revenues. However, it could potentially
children's villages, kindergartens, market research data to aid the students distract the firm from its primary
schools, youth facilities, and other in diagnosis. objective and cannibalize CSAS sales.
complementary programs in 130 Geographic Setting: Hong Kong; China SaleSoft needs to decide whether to
countries. This case describes the Industry Setting: Retail industry continue selling CSAS or launch TH.
evolution of the organization and poses Number of Employees: 1,500 And, the firm needs to develop a detailed
three specific management challenges in Gross Revenues: $185 million marketing strategy to implement this
three of its member countries: the revenues decision.
United States, India, and Norway. An Subjects: Consumer goods; Cosmetics; Geographic Setting: United States
analysis of these issues serves as the Distribution; Family owned businesses; Industry Setting: Software industry
backdrop for a strategy audit of the Market research; Retailing Company Size: start-up
organization's mission and method of Length: 31p Number of Employees: 40
delivering it. Supplementary Materials: Teaching Subjects: Automation; High technology
Geographic Setting: Global Note, (503027), 6p, by David E. Bell products; Marketing strategy; Pricing;
Gross Revenues: $500 million budget Product introduction; Product
Subjects: Nonprofit organizations; 588055 management; Software
Social enterprise; Strategy formulation Title: Safer, Inc. Length: 23p
Length: 22p Author(s): Goldberg, Ray A.; Shelman,
Supplementary Materials: Teaching Mary L. 596112
Note, (599131), 6p, by V. Kasturi Publication Date: 02/17/1988 Title: SaleSoft, Inc. (A)
Rangan Product Type: Case (Field) Author(s): Narayandas, Das
Abstract: Safer, Inc. is a biopesticide Publication Date: 05/28/1996
HKU136 company with increasing sales and a Revision Date: 03/24/1998
Title: SUNDAY Communications Ltd.: A complete line of "natural" products based Product Type: Case (Field)
Marketing Strategy for a Wireless Future on common technology. The case Abstract: SaleSoft, a start-up firm,
Author(s): Lee, Velma; Ng, Pauline; objective is to evaluate the company's markets Comprehensive Sales
Choi, Elsie future strategies in marketing, R&D, and Automation Solutions (CSAS) that
Publication Date: 08/15/2001 finance in relation to the company's automate a firm's sales, marketing, and
Product Type: Case (Field) mission of becoming the leading service functions. Even though the
Publisher: University of Hong Kong biopesticide company in the consumer product has received very favorable
Abstract: SUNDAY Communications and commercial markets in North responses from prospects, product
was one of six mobile phone service America, as well as a significant factor in complexity and a long buying cycle have
providers facing fierce competition in a selected high value-added agricultural made it difficult for the firm to convert
small market of 6.7 million population in markets. To do this, Safer must continue interest into sales orders. SaleSoft now
Hong Kong. The company had pursued to grow sales while shifting research has an opportunity to sell a part of the
an aggressive marketing and branding focus to genetically-engineered total CSAS solution as a stand-alone
strategy since its establishment in 1994. products. product. This "Trojan Horse" (TH)
However, after six years, it was still Geographic Setting: United States product offers an easy way for the firm to
struggling to make a profit. With the Industry Setting: Biotechnology enter new customer accounts, gain quick
imminent granting of 3G licenses in early industry sales, and generate much needed
revenues. However, it could potentially (508073), 17p, by David Godes SUBJECTS(KEYWORDS)

distract the firm from its primary Year New: 2005 Length: 2p
objective and cannibalize CSAS sales. Supplementary Materials: Teaching
SaleSoft needs to decide whether to 506030 Note, (508073), 17p, by David Godes
continue selling CSAS or launch TH. Title: Sales Force Integration at FedEx Year New: 2006
And, the firm needs to develop a (B)
detailed marketing strategy to implement Author(s): Godes, David B. R0607J
this decision. May be used with: Publication Date: 10/14/2005 Title: The Sales Learning Curve
(503071) Managing a Customer Revision Date: 02/02/2006 Author(s): Leslie, Mark; Holloway,
Relationship over Time; (82305) Major Product Type: Supplement (Field) Charles A.
Sales: Who Really Does the Buying?. Abstract: An abstract is not available for Publication Date: 07/01/2006
Geographic Setting: United States this product. Must be used with: Product Type: Harvard Business
Industry Setting: Software industry (506029) Sales Force Integration at Review Article
Company Size: start-up FedEx (A). Abstract: When a company launches a
Number of Employees: 40 Subjects: NO new product into a new market, the
Subjects: Automation; High technology SUBJECTS(KEYWORDS) temptation is to ramp up sales force
products; Marketing strategy; Pricing; Length: 3p capacity immediately to gain customers
Product introduction; Product Supplementary Materials: Teaching as quickly as possible. But hiring a full
management; Software Note, (508073), 17p, by David Godes sales force too early just causes the firm
Length: 22p Year New: 2005 to burn through cash and fail to meet
Supplementary Materials: Teaching revenue expectations. Before it can sell
Note, (598020), 24p, by Das an innovative product efficiently, the
506031
Narayandas entire organization needs to learn how
Title: Sales Force Integration at FedEx
(C) customers will acquire and use it, a
506029 Author(s): Godes, David B. process the authors call the sales
Title: Sales Force Integration at FedEx Publication Date: 10/14/2005 learning curve: The company--
(A) Product Type: Supplement (Field) marketing, sales, product support, and
Author(s): Godes, David B. Abstract: An abstract is not available for product development--and its customers
Publication Date: 10/14/2005 this product. Must be used with: transfer knowledge and experience back
Revision Date: 02/14/2008 (506029) Sales Force Integration at and forth. As customers adopt the
Product Type: Case (Field) FedEx (A). product, the firm modifies both the
Abstract: Federal Express' (FedEx) Subjects: NO offering and the processes associated
recent acquisition of RPS--a ground SUBJECTS(KEYWORDS) with making and selling it. The more a
delivery firm--gave the firm the potential Length: 3p company learns about the sales process,
to offer a single source for a client's Supplementary Materials: Teaching the more efficient it becomes at selling,
delivery needs. However, to deliver on Note, (508073), 17p, by David Godes and the higher the sales yield. As the
this potential, the firm needed to deliver Year New: 2005 sales yield increases, the sales learning
the integrated solution through a single process unfolds in three distinct phases--
sales force. This integration required the initiation, transition, and execution. Each
506032
solution of many issues, none more phase requires a different size--and
Title: Sales Force Integration at FedEx
important than the formulation of a new kind--of sales force and represents a
(D)
compensation plan that not only different stage in a company's
determined the sales force's effort but production, marketing, and sales
also served as a medium through which strategies. Adjusting those strategies as
FedEx communicated its expectations to the firm progresses along the sales
the salespeople. Jerry Beyl headed the learning curve allows managers to plan
committee charged with making resource allocation more accurately, set
this product. Must be used with:
recommendations on the compensation appropriate expectations, avoid
(506029) Sales Force Integration at
and training the new sales force. The disastrous cash shortfalls, and reduce
FedEx (A).
compensation plan needed to encourage both the time and money required to turn
Subjects: NO
salespeople to sell both products. a profit.
SUBJECTS(KEYWORDS)
Complicating matters was the fact that Industry Setting: Software industry
Length: 2p
the two organizations' cultures were Subjects: NO
radically different. SUBJECTS(KEYWORDS)
Note, (508073), 17p, by David Godes
Geographic Setting: United States Length: 12p
Year New: 2005
Industry Setting: Express delivery Year New: 2006
Gross Revenues: $18 billion revenues 506033
1003
Subjects: NO Title: Sales Force Integration at FedEx
Title: The Sales Learning Curve (HBR
SUBJECTS(KEYWORDS) (E)
OnPoint Enhanced Edition)
Length: 17p Author(s): Godes, David B.
Author(s): Leslie, Mark; Holloway,
Supplementary Materials: Supplement Publication Date: 05/09/2006
Charles A.
(Field), (506030), 3p, by David B. Product Type: Supplement (Field)
Godes; Supplement (Field), (506031), Abstract: An abstract is not available for
Product Type: HBR OnPoint Article
3p, by David B. Godes; Supplement this product. Must be used with:
Abstract: When a company launches a
(Field), (506032), 2p, by David B. (506029) Sales Force Integration at
new product into a new market, the
Godes; Supplement (Field), (506033), FedEx (A).
temptation is to ramp up sales force
2p, by David B. Godes; Teaching Note, Subjects: NO
capacity immediately to gain customers
as quickly as possible. But hiring a full Cespedes. The collection can be used Product Type: Discussion Leader's
sales force too early just causes the firm for both individual study and classroom Guide
to burn through cash and fail to meet training. (A Discussion Leader's Guide Abstract: Designed to support group
revenue expectations. Before it can sell containing exercises and discussion leaders or facilitators who will be
an innovative product efficiently, the questions is available to qualified steering discussion of the readings in the
entire organization needs to learn how instructors.) Business Fundamentals collection on
customers will acquire and use it, a Subjects: Customer relations; Sales Management. Includes learning
process the authors call the sales Distribution channels; Sales objectives, outlines, and exercises. Must
learning curve: The company-- management; Sales organization be used with: (9164) Sales
marketing, sales, product support, and Length: 84p Management, Business Fundamentals
product development--and its customers List Price: $27.95 Series.
transfer knowledge and experience back Supplementary Materials: Discussion Subjects: NO
and forth. As customers adopt the Leader's Guide, (9172), 32p SUBJECTS(KEYWORDS)
product, the firm modifies both the Length: 32p
offering and the processes associated 9950 List Price: $5.95
with making and selling it. The more a Title: Sales Management, Business
company learns about the sales Fundamentals Series (2nd Edition) 64309
process, the more efficient it becomes at Author(s): Arnold, David J.; Birkinshaw, Title: Sales Managers Must Manage
selling, and the higher the sales yield. As Julian M.; Cespedes, Frank V.; Author(s): Loen, Raymond O.
the sales yield increases, the sales Deighton, John; Doyle, Stephen X.; Publication Date: 05/01/1964
learning process unfolds in three distinct Kaplan, Robert S.; Pouliquen, Laetitia; Product Type: Harvard Business
phases--initiation, transition, and Rangan, V. Kasturi; Shapiro, Benson P.; Review Article
execution. Each phase requires a Slywotzky, Adrian J.; Toulan, Omar; Abstract: Sales management training
different size--and kind--of sales force Sviokla, John J. and development programs often fail to
and represents a different stage in a Publication Date: 04/08/2002 give a clear concept of what managing
company's production, marketing, and Product Type: Business Fundamentals really is. Consequently, sales managers
sales strategies. Adjusting those Abstract: Business Fundamentals are concentrate on the non-managing
strategies as the firm progresses along collections of Harvard Business School elements of their positions, rather than
the sales learning curve allows background materials, reflecting HBS managing activities. The sales
managers to plan resource allocation courses and supplemented by self-study managers' effectiveness in getting
more accurately, set appropriate aids. This collection includes seven results through sales personnel is
expectations, avoid disastrous cash background notes, one Harvard essential to the marketing effort and
shortfalls, and reduce both the time and Business School case study, and one significantly affects a company's profit
money required to turn a profit. article each from Harvard Business and loss.
Subjects: NO Review and California Management Subjects: Employee training; Sales
SUBJECTS(KEYWORDS) Review. The collection covers ideas, management
Length: 12p issues, and best-practice principles Length: 8p
List Price: $6.50 associated directly with sales
Year New: 2006 management or with closely related 587108
topics, such as designing and managing Title: Sales Promotion Management,
9164 distribution channels. Included are: Video Index
Title: Sales Management, Business "Managing Selling and the Salesperson," Author(s): Quelch, John A.
Fundamentals Series "Managing Major Accounts," "Strategic Publication Date: 06/26/1987
Author(s): Shapiro, Benson P.; Sales Management: A Boardroom Product Type: Supplement (Other)
Cespedes, Frank V.; Doyle, Stephen X.; Issue," "Using ABC to Manage Customer Abstract: An index of the contents of the
Rangan, V. Kasturi; Slywotzky, Adrian Mix and Relationships," "Sprint Sell to video. Must be used with: (887537)
J.; Sviokla, John J. Close Sales Quickly," "Staple Yourself to Sales Promotion Management, Video.
Publication Date: 06/30/1998 an Order," "Channel Management," Industry Setting: Advertising industry
Product Type: Business Fundamentals "Designing Channels of Distribution," Subjects: Advertising; Sales promotions
Abstract: This collection is designed to "Can Selling Be Globalized?: The Length: 1p
acquaint managers quickly and Pitfalls of Global Account Management,"
efficiently with the fundamentals of sales and the case study "Centra Software."
F0607C
management, including customer Each item is preceded by a summary, an
Title: Sales Reps' Biggest Mistakes
relationships, key accounts, and outline, learning objectives, and a set of
Author(s): Atkinson, Tom; Koprowski,
distribution channels. As part of the questions, ideas, and exercises.
Ron
Business Fundamentals series, it Subjects: Customer relations;
contains materials used in Harvard Distribution channels; Marketing
Business School's MBA and executive management; Marketing organization;
Review Article
education programs: "Managing Selling Sales management; Sales organization;
Abstract: From poor listening skills to
and the Salesperson" by Frank V. Sales strategy
the failure to follow up, salespeople
Cespedes; "Strategic Sales Length: 168p
offend potential customers in a variety of
Management: A Boardroom Issue" by List Price: $34.95
ways. Here's a chance for reps to take
Benson P. Shapiro, Adrian J. Slywotzky,
note of--and correct--the errors of their
and Stephen X. Doyle; "Staple Yourself 9172 ways.
to an Order" by Benson P. Shapiro, V. Title: Sales Management, Business Geographic Setting: North America
Kasturi Rangan, and John J. Sviokla; Fundamentals Series, Discussion Subjects: NO
and "Managing Major Accounts" and Leader's Guide SUBJECTS(KEYWORDS)
"Channel Management" by Frank V. Publication Date: 06/30/1998 Length: 2p
Year New: 2006 selling as a long-term engagement Anna

rather than manipulation or coercion is Publication Date: 03/02/2004
M248N supported by four techniques outlined in Revision Date: 01/16/2008
Title: Sales Strategies this article. First, a salesperson must Product Type: Case (Field)
Author(s): Davis, Robert T. "diagnose the critical issues facing the Abstract: Samsung's global marketing
Publication Date: 01/01/1987 buyer, and then align himself with the director is assessing how to build the
Product Type: Note customer on those issues." Second, global brand reputation of the company
Publisher: Stanford University salespeople need to listen actively to further and upgrade the company's
Abstract: A number of sales strategies their customers and demonstrate a worldwide brand image. To show how to
are listed and described. The intent is to willingness to go to heroic lengths to build a global brand. May be used with:
demonstrate the sales dimension of ensure the buyer's satisfaction. A (R0310H) Optimal Marketing.
strategy and to emphasize its salesperson must exercise her capacity Industry Setting: Electronics industry
importance. The material is primarily to customize today's products and Number of Employees: 30,000
descriptive. services with the help of information Gross Revenues: $20 billion revenues
Subjects: Sales strategy technology. This customization includes Event Year Start: 2003
Length: 15p developing a complete solution and Event Year End: 2003
crafting a unique sales pitch to fit the Subjects: Brand management; Brands;
prospective client. Finally, salespeople Globalization; Marketing strategy
U9907B
"must push themselves continually to Length: 32p
Title: Sales Strategies for the Internet
gain insight into their own and their Supplementary Materials: Case Video,
Age
company's capabilities as well as their (505701), 11 min, by John A. Quelch;
Author(s): Stauffer, David
customers' needs." Teaching Note, (505022), 8p, by John A.
Subjects: Partnerships; Personal Quelch; Video, (505704), 15 min, by
selling; Sales management; Sales John A. Quelch; Case Video, DVD,
Update Article
strategy (505700), 11 min, by John A. Quelch;
Abstract: The tremendous volume in
Length: 2p Case Video, DVD, (505702), 15 min, by
online commerce has deepened the
List Price: $4.50 John A. Quelch; Case Video, Streaming,
distinction between commodity sales
(1-179-6), 11 min, by John A. Quelch;
and consultative selling. Vendors must
98G003 Case Video, Streaming, (1-179-8), 15
decide which category their products or
Title: Samsung China: The Introduction min, by John A. Quelch
services fall into and adjust their selling
of Color TV Year New: 2004
techniques accordingly. The article
includes a sidebar entitled "What kind of Author(s): Beamish, Paul W.; Sharp,
seller are you?" David J.; Choi, Chang-Bum 505700
Subjects: Customer relations; Electronic Publication Date: 05/11/1998 Title: Samsung Electronics
commerce; Internet; Sales strategy Revision Date: 10/03/2002 Commercials, Video (DVD)
Length: 3p Product Type: Case (Field) Author(s): Quelch, John A.
List Price: $4.50 Publisher: Richard Ivey School of Publication Date: 07/01/2004
Business/UWO Product Type: Case Video, DVD
Abstract: Chung Yong, president of Abstract: Presents 15 Samsung
E145
Samsung China Headquarters (SCH), Electronics TV commercials in
Title: Salesforce.com: The Evolution of
was considering a recent meeting with chronological order. Must be used with:
Marketing Systems
the SCH marketing director responsible (504051) Samsung Electronics Co.:
Author(s): Davila, Tony; Eisen, Jeffrey
for developing a marketing strategy for Global Marketing Operations.
the entire China market. The topic at the Industry Setting: Consumer electronics
meeting was the marketing strategy for Subjects: NO
color TV, which had been chosen as the SUBJECTS(KEYWORDS)
Abstract: Salesforce.com evolves from
flagship product for the China market. Length: 11 min
a fledgling start-up to a leader in the
Samsung had to decide whether it Year New: 2005
provision of Web-based management
should focus on the low- or high-end
systems. Throughout its growth, the
market segment (or both), and whether 505701
management team faced several
to import or produce locally. Title: Samsung Electronics
strategic decisions, which resulted in the
Geographic Setting: China Commercials, Video
development of new products and the
Industry Setting: Electronics industry Author(s): Quelch, John A.
entry into new markets.
Company Size: large Publication Date: 07/01/2004
Industry Setting: Internet & online
Subjects: China; Home entertainment Product Type: Case Video
services industries; Marketing firm
equipment; International business; Abstract: Presents 15 Samsung
Subjects: NO
International marketing; Market entry; Electronics TV commercials in
SUBJECTS(KEYWORDS)
Market segmentation chronological order. Must be used with:
Length: 15p
Length: 20p (504051) Samsung Electronics Co.:
Year New: 2006
Supplementary Materials: Teaching Global Marketing Operations.
Note, (898G03), 7p, by Paul W. Industry Setting: Consumer electronics
U9610C Beamish, Chang-Bum Choi, Kent E. Subjects: Brand management; Brands;
Title: Salesmanship as Partnership Neupert Globalization; Marketing strategy
Author(s): Billington, Jim
Length: 11 min
504051 List Price: $150.00
Title: Samsung Electronics Co.: Global Year New: 2004
Update Article
Marketing Operations
Abstract: The evolving wisdom of
Author(s): Quelch, John A.; Harrington,
505702 Event Year Start: 2003 of construction supplies, terminated its

Title: Samsung Electronics Corp.: Eric Event Year End: 2003 exclusive distribution arrangement with
Kim Interview, Video (DVD) Subjects: Brands; Consumer marketing; San Fabian Supply Co., its sole
Author(s): Quelch, John A. Distribution; Electronics; Marketing distributor in the Philippines for nearly 20
Publication Date: 08/01/2004 management; Pricing; Product years. Paul Cheng the owner of San
Product Type: Case Video, DVD positioning Fabian had to decide whether to accept
Abstract: An interview with Samsung's Length: 20p MacDowell's decision or drop the line
chief marketing officer, Eric Kim. Video Supplementary Materials: Teaching altogether. The case raises the notion of
supplement to (9-504-051), to be shown Note, (804A16), 11p, by Robin Ritchie "relationships" in channels of distribution.
to students as an update at the end of Year New: 2005 MacDowell and San Fabian both felt that
class. Must be used with: (504051) they were better positioned to serve the
Samsung Electronics Co.: Global 582105 end-user and increase market
Marketing Operations. Title: San Fabian Supply Co. (B) penetration.
Industry Setting: Consumer electronics Author(s): Malone, Claudine B.; Geographic Setting: Philippines
Subjects: NO Harrison, Neil Industry Setting: Building materials
SUBJECTS(KEYWORDS) Publication Date: 02/25/1982 industries
Length: 15 min Product Type: Supplement (Field) Subjects: Australia; Building materials
Year New: 2005 Abstract: Supplements San Fabian industry; Distribution channels;
Supply Co. (Philippines). Must be used Distribution planning; International
505704 with: (582104) San Fabian Supply Co. marketing
Title: Samsung Electronics Corp.: Eric (Philippines). Length: 18p
Kim Interview, Video Geographic Setting: Australia Supplementary Materials: Supplement
Author(s): Quelch, John A. Industry Setting: Building materials (Field), (582105), 8p, by Claudine B.
Publication Date: 08/01/2004 industries Malone, Neil Harrison; Teaching Note,
Product Type: Video Subjects: Australia; Building materials (585112), 13p, by Robert J. Dolan
Abstract: An interview with Samsung's industry; Distribution channels;
chief marketing officer, Eric Kim. Video Distribution planning; International 908A13
supplement to (9-504-051), to be shown marketing Title: San Fransisco Coffee House: An
to students as an update at the end of Length: 8p American Style Franchise in Croatia
class. Must be used with: (504051) Author(s): Alon, Ilan; Alpeza, Mirela;
Samsung Electronics Co.: Global 506S30 Erceq, Aleksandar
Marketing Operations. Title: San Fabian Supply Co. Publication Date: 07/24/2008
Industry Setting: Consumer electronics (Philippines), Spanish Version Product Type: Case (Field)
Subjects: Brand management; Brands; Author(s): Malone, Claudine B.; Publisher: Richard Ivey School of
Globalization; Marketing strategy Harrison, Neil Business/UWO
Length: 15 min Publication Date: 02/25/1982 Abstract: On the return to their
List Price: $150.00 Product Type: LACC Case homeland of Croatia following a six-year
Year New: 2004 Abstract: MacDowell Corp., a producer visit to the United States, a couple has
of construction supplies, terminated its decided to open their own coffee house,
904A16 exclusive distribution arrangement with one that is unique to the Croatian
Title: Samsung: Redefining a Brand San Fabian Supply Co., its sole environment--a California-style coffee
Author(s): Ritchie, Robin; Ye, Fan; Kim, distributor in the Philippines for nearly 20 house that offers the quality, service,
Christian years. Paul Cheng, the owner of San product assortment, ambiance and
Publication Date: 07/30/2004 Fabian, had to decide whether to accept efficiency found in sophisticated coffee
Revision Date: 08/14/2008 MacDowell's decision or drop the line shops in developed markets, and all for
Product Type: Case (Field) altogether. The case raises the notion of a locally affordable price. The major
Publisher: Richard Ivey School of "relationships" in channels of distribution. challenge faced by the couple is how to
Business/UWO MacDowell and San Fabian both felt that grow. Specifically, should they consider
Abstract: In less than a decade, Korea's they were better positioned to serve the franchising over organic growth? If so,
Samsung has transformed itself from a end-user and increase market how should they go about franchising in
maker of low-end consumer electronics penetration. a country where the market is
into a legitimate rival to Japanese Geographic Setting: Philippines developing and where franchising is
industry giants such as Sony and Industry Setting: Building materials under-regulated, underdeveloped and
Panasonic. Success has been due industries misunderstood? This case can be used
largely to efforts to reposition Samsung Subjects: NO in entrepreneurship, retailing,
as a provider of stylish, leading-edge SUBJECTS(KEYWORDS) international marketing or international
digital technology. But shadows of the Length: 18p business classes. The case provides a
old brand image remain, spurred on by Year New: 2006 practical example of when and how to
the continued availability of several of use franchising.
the company's traditional products. The Geographic Setting: Croatia
582104
president of Samsung Electronics Industry Setting: Non-alcoholic
Title: San Fabian Supply Co.
Canada has been directed to solve this beverage industry; Retail industry
(Philippines)
problem, prompting difficult choices Subjects: NO
Author(s): Malone, Claudine B.;
regarding product, pricing, distribution, SUBJECTS(KEYWORDS)
Harrison, Neil
and promotion that threaten to hurt sales Length: 11p
and short-run profits. Supplementary Materials: Teaching
Geographic Setting: Canada Note, (808A13), 10p, by Ilan Alon, Mirela
Industry Setting: Electronics industry Abstract: MacDowell Corp., a producer
Alpeza, Aleksandar Erceq Event Year Start: 2005 lately produced declining revenues in
Event Year End: 2005 product categories that are realizing no
578124 Subjects: NO growth. However, one product line, an
Title: Sands, Taylor & Wood SUBJECTS(KEYWORDS) Italian sausage brand named Vivio, has
Author(s): Abell, Derek F.; Gupta, Ashis Length: 18p recently experienced a significant
Publication Date: 01/05/1978 Supplementary Materials: Teaching increase in revenues, as has the entire
Revision Date: 03/23/1978 Note, (805A29), 6p, by Niraj Dawar, Italian sausage category nationwide.
Product Type: Case (Field) Nigel Goodwin Unfortunately, Vivio represents only 5%
Abstract: Describes a regional food Year New: 2006 of the company's total revenues. Ann
products manufacturer and distributor's Banks, a seasoned marketing director,
attempt to define the shape of its future 591013 has been hired to expand Vivio, currently
activities. It links new product issues to Title: Satanic Verses (A) distributed in a few cities, especially in
the broader question of what product Author(s): Quelch, John A.; Smith, N. the northeastern U.S, into a powerful
market strategy should be adopted both Craig; Stern, Aimee L. national brand. Depicts the sequence of
horizontally and vertically. Three major Publication Date: 06/06/1990 steps Ann takes to determine the best
acquisitions have drastically altered the Revision Date: 11/20/1992 positioning for the brand. These steps
scope of the company's activities. The Product Type: Case (Library) include analyzing and employing specific
question now is whether further changes Abstract: The major U.S. book store techniques for researching customers'
are required and how they should be chains removed a controversial novel needs, preferences, and values; using
achieved. from their shelves following threats the learning from research to develop a
Geographic Setting: United States against the author. Senior executives at motivation-centered characterization of
Industry Setting: Food industry Waldenbooks have to reconsider their the target consumer; eliciting tactical
Company Size: small options after their principal competitor ideas from a cross-departmental team of
Gross Revenues: $22 million sales elected to reinstate the book. Not colleagues for product "alterations,"
Subjects: Food processing industry; advertised per Case Records. packaging, and other contributory
Marketing planning; Marketing strategy; Geographic Setting: United States elements in the branding program; and
Product introduction; Strategic planning Industry Setting: Book publishing; finally, choosing between two
Length: 24p Retail industry positionings that seem equally valid.
Gross Revenues: $5 billion revenue Geographic Setting: Ohio
Subjects: Distribution; Management of Industry Setting: Food industry
905A29
crises; Public policy; Retailing Subjects: NO
Title: Santa Fe Relocation Services:
Length: 5p SUBJECTS(KEYWORDS)
Regional Brand Management
Author(s): Dawar, Niraj; Goodwin, Nigel
Note, (591119), 5p, by John A. Quelch, Supplementary Materials: Teaching
Elisa M. Palter Note, (2086), 15p, by Kate Moore, Diane
Badame
Year New: 2007
Business/UWO 591014
Abstract: Sante Fe Relocation Services Title: Satanic Verses (B)
was a premium provider of relocation Author(s): Quelch, John A. SM147
services based in Hong Kong. Founded Publication Date: 07/11/1990 Title: Scalix Corp.: The Evolution of a
in 1980, the company had built a Revision Date: 11/20/1992 Sales Model
reputation as a reliable, high-quality Product Type: Case (Pub Mat) Author(s): Leslie, Mark; Lattin, James;
packer and mover of household goods. Abstract: Describes Waldenbooks Harkey, Mike
By 2000, the company also offered a full response to pressure to recommence Publication Date: 01/19/2006
range of relocation support services, openly selling the controversial novel, Product Type: Case (Field)
including visa and immigration The Satanic Verses. Further describes Publisher: Stanford University
applications, home searching, and the criticism received by U.S. publishers Abstract: Scalix Corporation, a Linux-
cultural and language training. Santa Fe for attending a book fair in Iran later in based, e-mail and calendaring software
relocated expatriates and their families 1989. Not advertised per Case Records. company, was founded in 2002 by Julie
between Asian countries and between Geographic Setting: United States Hanna Farris while she was an
Asia and other regions. The company Industry Setting: Book publishing; entrepreneur-in-residence (EIR) at
had its own staff and assets in Asia and Retail industry Mayfield, a venture capital firm in Menlo
managed its international operations Subjects: Distribution; Ethics; Marketing Park, CA. Describes the evolution of
through a network of partners. In 2005, strategy; Retailing Scalix's sales model. As a start-up
the chief operating officer faced three Length: 4p company, it attempted to sell directly to
key challenges: differentiating and Supplementary Materials: Teaching CIOs of large enterprises. After facing an
positioning the brand in a crowded and Note, (591119), 5p, by John A. Quelch, uphill battle in that market and then
often price-driven market; incorporating Elisa M. Palter experiencing a few successful sales to
an expanded service line under the small public sector accounts, the
original brand and gaining market company corrected its course.
2085
recognition for those additional services; Industry Setting: Software industry
Title: Saxonville Sausage
and managing the brand across the Subjects: NO
Author(s): Moore, Kate
Asian region with an effective balance of SUBJECTS(KEYWORDS)
standardization vs. local adaptation. Length: 21p
Product Type: Case
Geographic Setting: Asia; Hong Kong; Supplementary Materials: Teaching
Abstract: Saxonville Sausage, a $1.5
Pacific Islands; Pacific Ocean Note, (S147TN), 5p, by Mark Leslie,
billion manufacturer of pork sausage
Industry Setting: Transportation James Lattin, Mike Harkey
products, is experiencing financial stress
industry because its leading product lines have
Year New: 2006 580111 must determine its response to this new
Title: Scott Paper International competition. Feasible options range from
F0509D Author(s): Malone, Claudine B. doing nothing to introducing a new
Title: Schizophrenia at GM Publication Date: 02/21/1980 product. Raises product line
Author(s): Trout, Jack Revision Date: 10/02/1981 management issues, particularly
Publication Date: 09/01/2005 Product Type: Case (Field) cannibalization, and affords the
Product Type: Harvard Business Abstract: Focuses on the terms of a opportunity for the development of a
Review Article joint venture in the Korean market. The marketing plan for any new product
Abstract: You can execute product line terms are constrained by government introduction. Software for this case is
extensions without confusing, and regulations. A major competitor uses the available (9-587-513).
losing, your customers. political climate in an attempt to block Geographic Setting: Global; New
Industry Setting: Automotive industry government permission for Jersey
Subjects: NO manufacturing and marketing certain Industry Setting: Packaging, carton &
SUBJECTS(KEYWORDS) products. container industries
Length: 2p Industry Setting: Paper industry Gross Revenues: $88 million assets
Year New: 2005 Company Size: Fortune 500 Subjects: Competition; Industrial
Gross Revenues: $1 billion sales markets; Marketing strategy; Packaging;
Subjects: International marketing; Joint Product introduction; Product lines
594125
ventures; Korea; Market entry; Paper Length: 17p
Title: Scope and Challenge of Business-
industry; Regulation Supplementary Materials: Teaching
to-Business Marketing
Length: 47p Note, (585110), 22p, by Robert J. Dolan;
Author(s): Rangan, V. Kasturi;
Teaching Note, (590078), 7p, by E.
Isaacson, Bruce
503S49 Raymond Corey
Title: Sealed Air Corp., Spanish Version BESTSELLER
Product Type: Note
Abstract: Identifies six key linkages that Author(s): Dolan, Robert J.
distinguish business-to-business Publication Date: 03/11/1982 589107
marketing; three with respect to the Revision Date: 09/24/1985 Title: Sealed Air Corp.: Marketing
external environment (i.e., derived Product Type: LACC Case Impacts of Eliminating CFCs
demand, complex buying process, and Abstract: Market leadership and Author(s): Smith, N. Craig; Quelch,
concentrated customer base) and three technological innovation have marked John A.
with respect to the internal organization Sealed Air's participation in the U.S. Publication Date: 06/30/1989
(emphasis on technology, high level of protective packaging market. Several Revision Date: 10/26/1992
customization, and order fulfillment small regional producers have Product Type: Case (Field)
mechanism), which distinguish business- introduced products which are less Abstract: Sealed Air manufactured PE
to-business marketing. These linkages effective than Sealed Air's but similar in foam using CFCs. Clear evidence of
give rise to unique challenges in analysis appearance and cheaper. The company environmental harm caused by CFCs
and execution of marketing decisions. must determine its response to this new prompted consideration of alternative
After these challenges are discussed the competition. Feasible options range from blowing agents at greater cost on an
organization is explained. The three core doing nothing to introducing a new unprofitable product line and despite the
sections, following this introductory product. Raises product line absence of any legal requirement. The
section, reflect the product life cycle management issues, particularly decision focuses on how big a
theme: Managing New Products, cannibalization, and affords the commitment to the removal of CFCs the
Managing Mature Products, and opportunity for the development of a company is prepared to make and the
Managing Product Market Diversity. marketing plan for any new product marketing impacts of such a decision.
Subjects: Industrial markets; Product introduction. The case includes the company's code
life cycle; Product management Geographic Setting: United States of conduct and makes references to its
Length: 9p Industry Setting: Packaging, carton & social responsibilities in other areas.
container industries Teaching objectives: 1) to illustrate how
Gross Revenues: $88 million assets marketing strategy can be implemented
307035
Subjects: Competition; Industrial by ethical concerns even at an apparent
Title: Scopie's Enlarged Gland Shrinker
markets; Marketing strategy; Packaging; commercial loss to the company; 2) to
Author(s): Herzlinger, Regina E.
Product introduction; Product lines demonstrate that discussion of
Length: 20p ethical/social responsibility issues is
legitimate within a corporate setting; 3)
Product Type: Case (Gen Exp)
582103 to consider how corporate culture (and
Abstract: Describes a firm that markets
Title: Sealed Air Corp. associated devices such as codes of
a laser for a fictional problem. Asks
Author(s): Dolan, Robert J. conduct) can influence business ethics;
readers to evaluate Scopie's marketing
Publication Date: 03/11/1982 4) to consider marketplace pressures for
and production strategy (it plans to start
Revision Date: 09/24/1985 ethical conduct by business, such that
in India and then expand to the United
Product Type: Case (Field) "good ethics is good business; " and 5)
States) and its long-term viability.
Abstract: Market leadership and to show the interrelationship between
Industry Setting: Medical equipment &
technological innovation have marked marketing and other functions of the firm.
device industry
Sealed Air's participation in the U.S. Geographic Setting: United States
Subjects: NO
protective packaging market. Several Industry Setting: Packaging, carton &
SUBJECTS(KEYWORDS)
small regional producers have container industries
Length: 14p
introduced products which are less Number of Employees: 2,400
Year New: 2006
effective than Sealed Air's but similar in Subjects: Corporate responsibility;
appearance and cheaper. The company Environmental protection; Ethics;
Industrial markets; Marketing strategy; C9903B that explore descriptions of a current

Pollution Title: The Secrets of Science and apartment dwelling, choosing apartment-
Length: 17p Direct-Mail Marketing style living, the apartment search
Supplementary Materials: Teaching Author(s): Zim, Marvin process, the apartment selection
Note, (593031), 13p, by John A. Quelch, Publication Date: 03/01/1999 process, and thoughts on apartment
N. Craig Smith Product Type: Harvard Management management communities. Data can be
Communication Letter Article analyzed, in conjunction with case
M278 Abstract: Practitioners call it direct mail survey data, to answer the questions of
Title: Sears, Roebuck and Co. (DM). The rest of us call it junk, or whether and how to brand Security
Author(s): Lal, Rajiv; Sood, Sanjay worse. If you have ever given the Capital Pacific Trust (SCPT). (Note:
Publication Date: 01/02/1997 medium a second thought--and we Video is of poor quality.) Must be used
Revision Date: 10/01/1997 believe that you soon may have to--you with: (500053) Security Capital Pacific
Product Type: Case (Field) have probably found yourself wondering Trust: A Case for Branding.
Publisher: Stanford University why direct-mail marketers are so foolish. Industry Setting: Real estate
Abstract: Arthur C. Martinez, newly For managers, knowing the answers to Subjects: Brand management;
appointed CEO of Sears Merchandise direct-mail related questions is critical. Marketing management; Real estate;
Group, must decide how to turn around Subjects: Direct marketing; Service management
Sears' slumping retail sales Management communication Length: 49 min
performance. After decades of Length: 3p List Price: $150.00
dominance, Sears had lost its top List Price: $4.50
retailing position to Wal-Mart. Martinez's 584133
task is to determine whether Sears 500053 Title: Sedek Industries, Inc. (B)
should expand its most successful Title: Security Capital Pacific Trust: A Author(s): Shapiro, Benson P.
product lines, switch to higher-margin Case for Branding Publication Date: 06/13/1984
lines, or tout its strength as the last true Author(s): Fournier, Susan; Thorp, Revision Date: 04/09/1985
one-stop-shopping department store. Sarah Product Type: Supplement (Gen Exp)
Geographic Setting: Chicago, IL Publication Date: 01/14/2000 Abstract: Supplements the (A) case.
Industry Setting: Retail industry Revision Date: 10/31/2001 Must be used with: (584132) Sedek
Number of Employees: 335,000 Product Type: Color Case Industries, Inc. (A).
Gross Revenues: $30, 518 million Abstract: A real estate operations and Subjects: Ethics; Industrial markets;
revenues investment trust is considering whether it Legal aspects of business; Marketing
Subjects: Advertising campaigns; should pursue branding as a strategic management
Capital investments; Clothing; Consumer investment. Through interpretation of Length: 2p
behavior; Distribution channels; Industry case data and video from focus groups, Supplementary Materials: Teaching
analysis; Retailing students deduce the consumer Note, (585029), 11p, by Benson P.
Length: 24p (cognitive, psychological, and Shapiro
economic), environmental, and company
594058 factors that are conducive to branding, 584134
Title: Sears, Roebuck and Co.: The thereby illuminating their understanding Title: Sedek Industries, Inc. (C)
Merchandise Group--1993 of when it makes sense to brand. Author(s): Shapiro, Benson P.
Author(s): Bell, David E.; Starr, Dinny Analysis of extensive survey data allows Publication Date: 06/13/1984
Publication Date: 10/27/1993 students to consider the secondary Product Type: Supplement (Gen Exp)
Revision Date: 05/25/1994 question about how to brand as they Abstract: Supplements the (A) case.
Product Type: Case (Library) formulate brand-positioning Must be used with: (584132) Sedek
Abstract: Discusses the challenges that recommendations. Includes color Industries, Inc. (A).
face Sears after its restructuring in the exhibits. May be used with: (500054) Subjects: Ethics; Industrial markets;
fall of 1992, and the new strategic focus Selecting a New Name for Security Legal aspects of business; Marketing
and how it is being spearheaded by Capital Pacific Trust. management; Pricing
Arthur Martinez, the CEO of the Geographic Setting: Englewood, CO Length: 1p
Merchandise Group. Takes place in Industry Setting: Real estate Supplementary Materials: Teaching
October 1993. Teaching Purpose: For Number of Employees: 1,200 Note, (585029), 11p, by Benson P.
the second year MBA Retailing course to Gross Revenues: $300 million Shapiro
analyze and discuss the strategic revenues
change made by Sears in 1992-93. In Subjects: Brand management;
584135
addition, to promote discussion on what Marketing management; Real estate;
Title: Sedek Industries, Inc. (D)
Sears should do next. Service management
Geographic Setting: Chicago, IL Length: 30p
Industry Setting: Retail industry Supplementary Materials: Case Video,
Company Size: large (500503), 49 min, by Susan Fournier
Number of Employees: 450,000 Must be used with: (584132) Sedek
Gross Revenues: $52 billion revenues 500503 Industries, Inc. (A).
Subjects: Consumer marketing; Title: Security Capital Pacific Trust: A Subjects: Ethics; Industrial markets;
Department stores; Marketing strategy; Case for Branding, Video Legal aspects of business; Marketing
Restructuring; Retailing; Strategic Author(s): Fournier, Susan management; Purchasing
market planning Publication Date: 06/01/2000 Length: 1p
Length: 17p Product Type: Case Video Supplementary Materials: Teaching
Abstract: Contains excerpts from focus Note, (585029), 11p, by Benson P.
groups conducted in Seattle and Denver
Shapiro 584140 Author(s): Montgomery, David B.;

Title: Sedek Industries, Inc. (I) Bekemeyer, Scott B.; Tanaka, Kelko
584136 Author(s): Shapiro, Benson P. Publication Date: 01/01/1993
Title: Sedek Industries, Inc. (E) Publication Date: 06/13/1984 Revision Date: 06/01/1993
Author(s): Shapiro, Benson P. Product Type: Supplement (Gen Exp) Product Type: Case (Field)
Publication Date: 06/13/1984 Abstract: Supplements the (A) case. Publisher: Stanford University
Product Type: Supplement (Gen Exp) Must be used with: (584132) Sedek Abstract: See's Candies is a prestigious
Abstract: Supplements the (A) case. Industries, Inc. (A). West Coast candy manufacturer. The
Must be used with: (584132) Sedek Subjects: Ethics; Industrial markets; first decision is whether See's should
Industries, Inc. (A). Legal aspects of business; Marketing consider an expansion into Japan,
Subjects: Ethics; Industrial markets; management particularly in view of their earlier Japan
Legal aspects of business; Marketing Length: 1p failure. If so, which of three potential
management; Personal selling; Pricing Supplementary Materials: Teaching partners should See's choose: JAL
Length: 2p Note, (585029), 11p, by Benson P. Trading Co., M.A.T., a small importer of
Supplementary Materials: Teaching Shapiro Hawaiian host chocolates, or the Bank of
Note, (585029), 11p, by Benson P. Tokyo?
Shapiro R0106J Geographic Setting: Japan; United
Title: See Your Brands Through Your States
Customers' Eyes Industry Setting: Candy &
584137
Author(s): Lederer, Chris; Hill, Sam confectionary industry
Title: Sedek Industries, Inc. (F)
Publication Date: 06/01/2001 Subjects: Food; International marketing;
Product Type: Harvard Business Japan; Partnerships
Review Article Length: 22p
Abstract: Subaru markets an L.L. Bean Supplementary Materials: Supplement
Outback station wagon. Dell stamps (Field), (M273B), 4p, by David B.
Must be used with: (584132) Sedek
Microsoft and Intel logos on its Montgomery, Scott B. Bekemeyer, Kelko
Industries, Inc. (A).
computers. Such interweaving of Tanaka; Teaching Note, (M273T), 9p, by
Subjects: Bribery; Ethics; Industrial
different companies' brands is now David B. Montgomery, Scott B.
markets; Legal aspects of business;
commonplace. But one of the central Bekemeyer, Kelko Tanaka
Marketing management; Personal selling
Length: 1p tools of brand management--portfolio
Supplementary Materials: Teaching mapping--has not kept pace with M273B
Note, (585029), 11p, by Benson P. changes in the marketplace. Most Title: See's Candies: Japanese Market
Shapiro conventional brand maps include only Entry (B)
those brands owned by a company, Author(s): Montgomery, David B.;
arranged along organizational lines with Bekemeyer, Scott B.; Tanaka, Kelko
584138
little regard for how the brands influence Publication Date: 01/01/1993
Title: Sedek Industries, Inc. (G)
customer perceptions. In this article, the Revision Date: 06/01/1993
authors present a new mapping tool--the Product Type: Supplement (Field)
brand portfolio molecule--that includes Publisher: Stanford University
all the brands that factor into a Abstract: Presents the first-year results.
consumer's decision to buy, whether or Must be used with: (M273A) See's
Must be used with: (584132) Sedek
not the company owns them. The first Candies: Japanese Market Entry (A).
Industries, Inc. (A).
step in creating a brand portfolio Geographic Setting: Japan
Subjects: Bribery; Ethics; Industrial
molecule is to determine which brands Industry Setting: Food industry
markets; Legal aspects of business;
should or should not be included. The Subjects: Food; International marketing;
Marketing management; Personal
second step is to classify each brand by Japan; Partnerships
selling; Purchasing
asking five key questions: 1) How Length: 4p
Length: 2p
important is this brand to customers' Supplementary Materials: Teaching
purchase decisions about the brand Note, (M273T), 9p, by David B.
Note, (585029), 11p, by Benson P.
you're mapping? 2) Is its influence Montgomery, Scott B. Bekemeyer, Kelko
Shapiro
positive or negative? 3) What market Tanaka
position does this brand occupy relative
584139 to the other brands in the portfolio? 4) 804160
Title: Sedek Industries, Inc. (H) How does this brand connect to the Title: Seeing What's on Red Auerbach's
Author(s): Shapiro, Benson P. other brands in the portfolio? 5) How Mind
Publication Date: 06/13/1984 much control do you have over this Author(s): Lassiter, Joseph B., III;
Product Type: Supplement (Gen Exp) brand? The last step is to map the Gourville, John T.
Abstract: Supplements the (A) case. molecule using a 3-D modeling program Publication Date: 03/30/2004
Must be used with: (584132) Sedek or by hand with pen and paper. Revision Date: 04/20/2004
Industries, Inc. (A). Subjects: Brand management; Brands; Product Type: Note
Subjects: Ethics; Industrial markets; Customer relations; Market positioning; Abstract: Analysis of an interview with
Legal aspects of business; Marketing Market research; Product portfolio Red Auerbach, HBR No. 87201. Alan M.
management management Webber, who conducted the interview,
Length: 2p Length: 8p probed for the lessons that Auerbach
has learned from a long and productive
Note, (585029), 11p, by Benson P.
M273A career coaching and managing the
Shapiro
Title: See's Candies: Japanese Market Boston Celtics, a professional basketball
Entry (A) team in the National Basketball
Association (NBA). The HBR article is Medium: Diskette Publication Date: 05/09/1994
used as a surrogate for a customer Format: Mac Product Type: Note
interview, providing the "raw data" for an Abstract: Expanded books combine the Abstract: In mature industrial markets,
analysis technique known as the convenience of printed books with the segmenting customers by size, industry,
trademarked Language Processing (LP) interactive power of a computer. or product benefits alone rarely is
methodology, developed by professor Designed for the popular PowerBook or sufficient. Customer behavior regarding
Shoji Shiba of Tsukuba University and any large-sceen Macintosh (both of trade-offs between price and service
the member companies of the which offer high-resolution on-screen also becomes an important criterion.
Cambridge, Massachusetts-based reading), this expanded book contains This note offers a framework to enable
Center for Quality of Management. the text of two best-selling HBS Press such buying-behavior-oriented
Includes color exhibits. May be used books (consisting of 40 HBR articles) microsegmentation of industrial
with: (87201) Red Auerbach on and a glossary of marketing terms-- customers. It uses the framework to
Management. along with features that only a segment the national accounts of a large
Subjects: Interviews; Market research; technological product can offer: the industrial company and show how the
Product development; Sports ability to find words or phrases in an results of the segmentation study may
Length: 12p instant, copy and paste text (handy for be used to redirect the firm's resources
Year New: 2004 writing papers or reports), move easily and customer segments.
between the volumes to explore ideas Subjects: Industrial markets; Market
3328 nonsequentially, add margin comments, segmentation
Title: Seeking Customers (Hardcover) highlight text, and mark pages. In Length: 11p
Author(s): Shapiro, Benson P.; Sviokla, Seeking Customers, an esteemed group
John J. of HBR authors explores major changes HKU658
Publication Date: 04/09/1993 in the process of identifying and Title: Seiko Watch Corporation: Moving
Product Type: HBS Press Book attracting profitable customers. Keeping Upmarket
Abstract: In an increasingly complex Customers, the companion volume, Author(s): Hoosain, Amir; Ho, Mary;
and competitive business environment, clearly illustrates how to reengineer the Farhoomand, Ali; Hout, Thomas M.
having a goundbreaking new product is complex process of developing and Publication Date: 06/27/2007
no longer a guarantee of success. retaining profitable, loyal customers-- Product Type: Case (Field)
Seeking Customers explores major without sacrificing profits. The Publisher: University of Hong Kong
changes in the process of identifying and supplementary reference offers Abstract: Founded in 1881, Seiko
attracting profitable customers, and straightforward definitions of more than gained prominence for introducing the
brings new clarity to the critical 400 marketing terms, covering marketing world's first quartz watch in 1969 and is
relationships among selling, methods, new philosophies and tools, often associated with the "quartz
understanding customers, sales force classic wisdom, and important revolution" of the 1970s that threatened
management, distribution, pricing, companies and products. to destroy the Swiss watchmaking
marketing, and above all, account Subjects: Customer relations; Customer industry. Competition from inexpensive
selection. The book goes far beyond the retention; Customer service; Loyalty; Chinese watch producers, a resurgent
popular rhetoric of "market orientation" Marketing implementation; Marketing Swiss watch industry, domestic rivals,
and "customer relationships" to argue planning; Marketing strategy; Sales and a profusion of new fashion brands
that effective selling is a dynamic strategy have led the company to reconsider its
process that demands the commitment List Price: $49.95 sales-oriented strategy of offering
of the entire company. Outstanding numerous products at various price
Harvard Business Review authors such 2798 points. Having become nearly obsolete
as Rowland Moriarty, Frank Cespedes, Title: Seeking and Keeping Your in the face of quartz technology, the
Stephen Doyle, Benson Shapiro, and Customers (Paperback) mechanical watch business was thriving
Thomas Bonoma offer original insights Publication Date: 07/01/1990 once more, as a number of
and practical guidelines to help Product Type: HBS Press Book predominantly Swiss firms attracted
managers recognize and meet the Abstract: Guidelines and case histories luxury watch buyers. Since the 1960s,
challenges of selling today. Together focus on the best ways to build better Seiko has produced luxury and complex
with its companion volume, Keeping long-term relationships with your mechanical watches for the domestic
Customers, the book will provide customers. This paperback collection of market under the brands "Grand Seiko"
managers with the essential tools for Harvard Business Review articles and "Credor." In 2003, Shinji Hattori, a
attracting customers and forging long- includes selections on managing great grandson of Seiko's founder
term relationships. customers for profits (not just sales), became Seiko Watch Company's
Subjects: Customer relations; Customer keeping a customer you can't afford to president and CEO and felt that Seiko
service; Marketing strategy; Sales lose, and designing services that deliver should raise its perceived image outside
management customer satisfaction. HBR paperbacks Japan. In management's view, Seiko
Length: 368p are regularly revised with recent articles. could claim distinction as the only
List Price: $45.00 Subjects: Customer relations; Customer "mechatronic manufacturer" in the
service; Marketing implementation; world--a vertically integrated watchmaker
4421 Marketing strategy that excelled in both mechanical
Title: Seeking Customers/Keeping Length: 105p watchmaking and micro-electronics. The
Customers/Field Guide to Marketing: List Price: $19.95 launch of an innovative new watch
Three-in-One Electronic Sourcebook movement--the Spring Drive--presented
Author(s): Shapiro, Benson P.; Sviokla, 594089 an opportunity for Seiko to make a timely
John J. Title: Segmenting Customers in Mature foray into high-price segments in the
Publication Date: 08/24/1994 Industrial Markets: An Application international watch market. Examines
Product Type: HBS Press Book Author(s): Rangan, V. Kasturi the legacy of Seiko's watch business
and provides a basic overview of the Laura Winig, Andrea Wojnicki, Eric A. transcends any one experience. It is a
world watch industry. Considers the Yorkston; Teaching Note, (502064), 29p, fact of business, writes Mitchell, that if
manner in which watches have evolved by Susan Fournier, Laura Winig, Andrea employees do not care about or
as a product category, and how a Wojnicki, Eric A. Yorkston understand their company's brands, they
company like Seiko has attempted to will ultimately weaken their
reconcile its competitive advantage with 507045 organizations.
its brand positioning in a highly crowded Title: Sell Yourself! Subjects: Brand management; Brands;
market. Author(s): Steenburgh, Thomas; Communication; Communication in
Geographic Setting: Japan Norton, Michael organizations; Employee attitude;
Industry Setting: Consumer products Publication Date: 11/20/2006 Employee morale; Marketing
Subjects: NO Product Type: Exercise management; Marketing planning
SUBJECTS(KEYWORDS) Abstract: Helps students develop an Length: 7p
Length: 31p effective sales pitch for their greatest
Supplementary Materials: Teaching asset--themselves. Also, broadens their C0209C
Note, (HKU659), 12p, by Amir Hoosain, understanding of how salespeople sell Title: Selling the Leadership Message
Mary Ho, Ali Farhoomand, Thomas M. products and services. Before class, Author(s): Baldoni, John
Hout students are asked to interview a Publication Date: 09/01/2002
Year New: 2007 potential employer and to develop a Product Type: Harvard Management
preliminary sales pitch. Once in class, Communication Letter Article
513143 students work through an exercise that Abstract: The last few years have not
Title: Selecting Channels of Distribution helps them refine the sales pitch and been kind to the relationship between
Author(s): Salmon, Walter J. better understand several key marketing corporate leaders and their employees.
Publication Date: 05/16/1969 principles. Leads to an engaging and Too many promises have been broken,
Product Type: Note thought-provoking discussion. May be layoffs have been carried out, and
Abstract: The selection of channels of used with: (507039) Personal Selling supposedly successful business have
distribution to satisfy consumer interests and Sales Management. suddenly failed. You may think you're in
in the purchase of particular products Subjects: NO the clear, but how can you cut through
and the relationship of this task to other SUBJECTS(KEYWORDS) the cynicism and fire up your employees
elements of marketing strategy. Length: 2p about the job at hand? Try
Subjects: Customer relations; Supplementary Materials: Teaching communicating leadership in the same
Distribution channels; Marketing strategy Note, (507069), 6p, by Thomas way you communicate any other
Length: 19p Steenburgh, Michael Norton corporate message: through effective
Year New: 2006 marketing. Instead of selling your
500054 company's product, sell yourself and
Title: Selecting a New Name for R0201J your vision.
Security Capital Pacific Trust Title: Selling the Brand Inside Subjects: Communication in
Author(s): Fournier, Susan; Wojnicki, Author(s): Mitchell, Colin organizations; Communication strategy;
Andrea Publication Date: 01/01/2002 Leadership; Management
Publication Date: 01/14/2000 Product Type: Harvard Business communication; Marketing strategy
Product Type: Case (Field) Review Article Length: 2p
Abstract: A methodology for selecting a Abstract: When you think of marketing, List Price: $4.50
new corporate brand name is explored, chances are your mind goes right to your
highlighting different types of names, customers--how can you persuade more F0607B
criteria and hurdles in securing new people to buy whatever it is you sell? But Title: Selling the Sales Force on
names, and legal implications. Brand there's another "market" that's equally Automation
identity consultancy Lippincott & important: your employees. Author Author(s): Cotteleer, Mark; Inderrieden,
Margulies guided a real estate Colin Mitchell argues that executives by Edward; Lee, Felissa
investment trust company through the and large ignore this critical internal Publication Date: 07/01/2006
process of selecting a new corporate audience when developing and Product Type: Harvard Business
brand name. May be used with: executing branding campaigns. As a Review Article
(501007) Renaming Computer Power result, employees end up undermining Abstract: Sales force automation (SFA)
Group; (500053) Security Capital Pacific the expectations set by the company's applications have great potential to
Trust: A Case for Branding; (500055) advertising--either because they don't enhance companies' sales processes.
Claiborne Asks Web Surfers to Name understand what the ads have promised Yet, many reps strongly resist SFA
New Line; (502034) Naming the Edsel or because they don't believe in the implementation. Five recommendations
(Condensed); (500066) Naming the brand and feel disengaged or, worse, can help smooth the integration.
Edsel; (DMI001) Creating a Corporate hostile toward the company. Mitchell Industry Setting: Marketing research
Identity for a $20 Billion Start-up: Lucent offers three principles for executing industry
Technologies. internal branding campaigns. First, Subjects: NO
Geographic Setting: Colorado companies need to market to employees SUBJECTS(KEYWORDS)
Industry Setting: Real estate at times when the company is Length: 3p
investment experiencing a fundamental challenge or Year New: 2006
Subjects: Brand equity; Brand change. Second, companies must link
management; Brands; Communication their internal and external marketing R0407G
strategy; Real estate campaigns. And, third, internal branding Title: Selling to the Moneyed Masses
Length: 13p campaigns should bring the brand alive Author(s): Nunes, Paul F.; Johnson,
Supplementary Materials: Teaching for employees, creating an emotional Brian A.; Breene, R. Timothy S.
Note, (502029), 29p, by Susan Fournier, connection to the company that Publication Date: 07/01/2004
Product Type: Harvard Business become an extremely profitable "new Customers--not employees--perform
Review Article middle ground." How can marketers almost all the labor of buying and
Abstract: Over the past decade, the capitalize on this new territory? The key, auctioning items on eBay's Web site.
distribution of household incomes has say the authors, is to rethink the Offloading tasks to customers carries its
shifted so much that a much larger positioning and design of offerings and own risks--including irritating or
proportion of consumers now earns the ways they can be brought to market. confusing them. But manage the process
significantly higher-than-average Procter & Gamble, for instance, carefully, and you garner the benefits
incomes--while still falling short of being redefined the positioning map for tooth- while avoiding the risks. This Harvard
truly rich. As a result, what used to be a whitening solutions by offering its $35 Business Review Article Collection
no man's land for new product Whitestrips. P&G wisely positioned itself shows you how.
introductions has in many categories between the $400 bleaching technique Subjects: NO
become an extremely profitable "new that dental centers popularized and $2 to SUBJECTS(KEYWORDS)
middle ground." How can marketers $8 whitening toothpaste. In product Length: 43p
capitalize on this new territory? The key, categories where the middle ground is List Price: $17.95
say the authors, is to rethink the already populated, it's important for Year New: 2006
positioning and design of offerings and companies to design or redesign
the ways they can be brought to market. offerings to compete. An example is the BH079
Procter & Gamble, for instance, Polo shirt. How do you sell a man yet Title: Seven Keys to Improving
redefined the positioning map for tooth- another one after he's bought every Customer Satisfaction Programs
whitening solutions by offering its $35 color he wants? Add some features, and Author(s): Garver, Michael S.; Gagnon,
Whitestrips. P&G wisely positioned itself call it a golf shirt. Here, marketers have Gary B.
between the $400 bleaching technique introduced designs based on the Publication Date: 09/15/2002
that dental centers popularized and $2 to concept of "occasional use" to stand out. Product Type: Business Horizons
$8 whitening toothpaste. In product Finally, companies wishing to reach the Article
categories where the middle ground is almost rich can change how they go to Publisher: Business Horizons/Indiana
already populated, it's important for market. Consider Target Stores, which University
companies to design or redesign has pioneered a focus the company Abstract: Quality award-winning firms
offerings to compete. An example is the itself characterizes as upscale discount. use seven key activities that dramatically
Polo shirt. How do you sell a man yet The strategy has made Target an improve the contribution of customer
another one after he's bought every everyday shopping phenomenon among value and satisfaction (CVS) data.
color he wants? Add some features, and well-heeled urbanites and prosperous Although CVS as a management
call it a golf shirt. Here, marketers have professionals. process cannot be reduced to just these
introduced designs based on the Industry Setting: Merchandising seven keys, the goal here is to help firms
concept of "occasional use" to stand out. Subjects: Market analysis; Marketing focus on the most important applications
Finally, companies wishing to reach the strategy; Product development; Product and elements of CVS programs. A
almost rich can change how they go to positioning research study was undertaken to
market. Consider Target Stores, which Length: 13p examine these leading-edge firms and
has pioneered a focus the company List Price: $6.50 find out how they apply their best
itself characterizes as upscale discount. Year New: 2004 practices: a customer-focused culture;
The strategy has made Target an executive support, persistence, and
everyday shopping phenomenon among 1500 intensity; a set of customer listening
well-heeled urbanites and prosperous Title: Serve Your Customers--Efficiently tools; training, training, and more
professionals. and Profitably (HBR Article Collection) training; linking performance measures;
Industry Setting: Consumer products; Author(s): Frei, Frances X.; Heskett, identifying improvement opportunities;
Merchandising James L.; Jones, Thomas O.; and evaluating and rewarding CVS
Subjects: Consumer goods; Consumer Schlesinger, Leonard A.; Womack, performance.
marketing; Market analysis; Marketing James P.; Jones, Daniel T.; Sasser, W. Subjects: Consumer marketing;
strategy; Product development; Product Earl, Jr.; Loveman, Gary W. Customer relations; Marketing
positioning Publication Date: 11/01/2006 management
Length: 10p Product Type: HBR OnPoint Collection Length: 8p
Year New: 2004 Abstract: You know the adage: "The NEW
customer's always right." This mantra
7278 has merit. Fail to give your customers R00603
Title: Selling to the Moneyed Masses exactly what they want, and you risk Title: Seven Rules of International
(HBR OnPoint Enhanced Edition) seeing them march off to rival Distribution
Author(s): Nunes, Paul F.; Johnson, companies--wallets in hand. But put your Author(s): Arnold, David J.
Brian A.; Breene, R. Timothy S. customers first at all costs, and you open Publication Date: 11/01/2000
Publication Date: 07/01/2004 a different can of worms: by catering to Product Type: Harvard Business
Product Type: HBR OnPoint Article customers' whims, you inject costly Review Article
Abstract: Over the past decade, the inefficiency into every step of your Abstract: A multinational entering a new
distribution of household incomes has operations. So, must you always choose market in a developing country knows
shifted so much that a much larger between service quality and efficiency? that on its own, it cannot master local
proportion of consumers now earns No: Savvy companies are devising business practices, meet regulatory
significantly higher-than-average creative ways to provide top-notch requirements, hire and manage local
incomes--while still falling short of being service without sacrificing efficiency. personnel, and gain access to potential
truly rich. As a result, what used to be a Consider online auction giant eBay. The customers. So it partners with a local
no man's land for new product company pays virtually nothing to give distributor. At first, sales take off,
introductions has in many categories customers exactly what they want. How? revenues grow, and the entry seems like
a smart move. But when sales plateau, Subjects: NO 98A023

the corporation begins blaming the SUBJECTS(KEYWORDS) Title: Shanghai Jahwa: Liushen Shower
distributor for not investing sufficiently in Length: 20p Cream (A)
business growth or expanding markets, Author(s): Dawar, Niraj; Yuan, Peter
and the distributor claims that it hasn't 507042 Publication Date: 12/16/1998
received enough support and that the Title: Shamrock Dairy Revision Date: 10/26/1999
corporation's expectations are too high. Author(s): McNair MP; Kamins WA Product Type: Case (Field)
The key to solving such problems lies in Publication Date: 06/27/1958 Publisher: Richard Ivey School of
recognizing that the phases are Product Type: Case (Field) Business/UWO
predictable and can be planned for. As a Abstract: Concerns policy in a Abstract: Shanghai Jahwa is the largest
new business grows in an emerging depressed price market. domestically-owned Chinese
market, its marketing strategy needs to Industry Setting: Dairy industry manufacturer of cosmetics and personal
evolve, and each sequential phase Subjects: Agriculture; Competition; care products. In recent years, it has
requires different skills, financial Legal aspects of business; Pricing been part of a booming market with
investments, and management strategy growth rates of 35% a year. This
resources. Length: 12p spectacular growth rate has attracted
Subjects: Distribution; Distribution and been fuelled by the entry of major
channels; Distribution planning; multinationals, including Unilever,
903A31
Emerging markets; International Procter & Gamble, Shiseido, Kao, and
Title: Shanghai COS Software Ltd.
business; Market entry; Marketing others. The marketing challenge for
Author(s): Hardy, Kenneth G.; Zhang,
organization Shanghai Jahwa is to carve out viable
Bin; Zhu, Patrick
Length: 7p and defensible positions in the
marketplace in the face of competition
GS18 from some of the most powerful global
Title: Seven-Eleven Japan players in the industry. This case
Business/UWO
Author(s): Whang, Seungjin; Saito, illustrates management issues with
Abstract: Shanghai COS Software Ltd.
Hide; Van Horne, Steve; Koshijima, respect to extending a very successful
designs and develops smart card
Casey; Ueda, Takafumi brand of Chinese eau-de-toilette into the
operating systems. The company's
Publication Date: 12/01/1997 shower cream product category.
marketing manager must decide the best
Revision Date: 05/23/2006 Unilever already has a strong and
basis for segmenting the burgeoning
Product Type: Case (Field) established shower cream on the market
market for smart cards for wireless
Publisher: Stanford University under its well-known Lux brand. In
devices in China. She has excellent data
Abstract: Describes Seven-Eleven addition, other international players are
on this duopoly market, the segments,
Japan's logistics and information entering the market. The case calls for
and their buying criteria. In fact, she
systems and how they support its retail the development of a brand strategy,
already has received significant orders
strategy. Seven-Eleven Japan tracks taking into consideration market position,
for low-end cards from each of the two
hourly sales trends for individual items brand extension, and competitive issues.
large customers. However, she and the
and replenishes and changes its Geographic Setting: China
senior management team must decide
assortment of products throughout the Industry Setting: Cosmetic
on the market positioning for this young
day to match its offering with customer Company Size: mid-size
high-tech start-up. She must select one
demands. Subjects: Brands; China; Competition;
of the two major customers whose size,
Geographic Setting: Japan Cosmetics; Market positioning
structure, and procedures are quite
Subjects: Information systems; Length: 16p
different. She must also decide whether
Logistics; Supply chain Supplementary Materials: Teaching
the company should market low-
Length: 13p Note, (898A23), 5p, by Niraj Dawar;
margin/high-volume or high-margin/low-
Supplement (Field), (98A024), 5p, by
volume products. Both products seem to
Niraj Dawar, Peter Yuan
509031 have a very short life expectancy in the
Title: Shaklee Corporation: Corporate face of rapidly changing customer
Social Responsibility expectations. The investors in the 98A024
Author(s): Comings, Alison; Marquis, company want it to achieve profitability Title: Shanghai Jahwa: Liushen Shower
Chris; Rangan, V. Kasturi fairly quickly and still adopt sustainable Cream (B)
Publication Date: 10/28/2008 positioning in the marketplace. Author(s): Dawar, Niraj; Yuan, Peter
Revision Date: 01/26/2009 Geographic Setting: China Publication Date: 10/27/1998
Product Type: Color Case Industry Setting: Service industries Product Type: Supplement (Field)
Abstract: Having bought Shaklee Company Size: small Publisher: Richard Ivey School of
Corporation from Yamanouchi, Roger Event Year Start: 2003 Business/UWO
Barnett, its owner and CEO, wrestled Event Year End: 2003 Abstract: Supplements the (A) case.
with the question of how to grow the Subjects: Business services; China; Geographic Setting: China
company and its reputation for Decision making; Market segmentation; Industry Setting: Cosmetic
environmental sustainability. In addition Marketing strategy; Product life cycle; Subjects: Brands; China; Competition;
to preserving the "network marketing" Product positioning Cosmetics
nature of its sales channel (because it Length: 21p Length: 5p
creates jobs and entrepreneurs), Barnett Supplementary Materials: Teaching Supplementary Materials: Teaching
wished to take the business model to Note, (803A31), 12p, by Kenneth G. Note, (898A23), 5p, by Niraj Dawar
sub-Saharan Africa and South Asia. Hardy, Bin Zhang, Patrick Zhu
Gross Revenues: $500 million Year New: 2004 98A026
Event Year Start: 2008 Title: Shanghai Jahwa: The Maxam
Event Year End: 2008 Brand
Author(s): Dawar, Niraj; Yuan, Peter successful, established global luxury D.; Stivers, Callie M.
Publication Date: 12/16/1998 brands. In 2005, under new leadership Publication Date: 10/01/1997
Product Type: Case (Field) and revised creative direction, Shanghai Product Type: Case (Field)
Publisher: Richard Ivey School of Tang expanded into several regional Publisher: Stanford University
Business/UWO markets worldwide, with a particular Abstract: Focuses on Share Our
Abstract: Shanghai Jahwa is the largest focus in Asia. But was the company on Strength (SOS), a national nonprofit anti-
domestically-owned Chinese track to become the first global Chinese hunger organization. Examines various
manufacturer of cosmetics and personal luxury brand? decisions faced by SOS related to the
care products. In recent years, it has Geographic Setting: Hong Kong establishment of marketing partnerships
been part of a booming market with Industry Setting: Accessories industry; with American Express (AMEX) and
growth rates of 35% a year. This Apparel industry; Luxury goods Restaurants Unlimited, Inc. (RUI). The
spectacular growth rate has attracted Subjects: NO specific alliances involve two corporate
and been fueled by the entry of major SUBJECTS(KEYWORDS) sponsorship decisions, Taste of the
multinationals, including Unilever, Length: 12p Nation (TOTN) and Dine Across America
Procter & Gamble, Shiseido, Kao, and Supplementary Materials: Teaching (DAA), and one cause-related marketing
others. The marketing challenge for Note, (HKU651), 12p, by Monica Park, partnership, Charge Against Hunger
Shanghai Jahwa is to carve out viable Bennett Yim (CAH). This case discusses how the
and defensible positions in the Year New: 2007 development of cause-related marketing
marketplace in the face of competition partnerships with AMEX fueled SOS's
from some of the most powerful global M289A growth. As a result SOS looks to further
players in the industry. This case Title: Share Our Strength and American expand restaurant participation and
illustrates management issues relating to Express: Developing Marketing develops a new partnership with RUI.
a successful brand of cream. The two Alliances (A) They then look to Amex again as a
main flagship products, the Maxam Author(s): Grier, Sonya; Culp, Carrie sponsor to expand the DAA program
Tremella Pearl Cream and the Maxam D.; Stivers, Callie M. nationally. The student must assess this
Hand Cream, have evolved in very Publication Date: 10/01/1997 partnership as well. May be used with:
different directions. The Tremella Pearl Product Type: Case (Field) (M289A) Share Our Strength and
Cream is still popular in rural areas and Publisher: Stanford University American Express: Developing
is considered a mainstay of rural Abstract: Focuses on Share Our Marketing Alliances (A).
cosmetic use. The Maxam Hand Cream, Strength (SOS), a national nonprofit anti- Geographic Setting: District of
on the other hand, is primarily an urban hunger organization. Examines various Columbia
brand, which meets the need of urban decisions faced by SOS related to the Subjects: Marketing implementation;
women looking to soften their hands establishment of marketing partnerships Marketing planning; Marketing strategy;
after they have been exposed to the cold with American Express (AMEX) and Nonprofit marketing; Nonprofit
and to detergents. However, in urban Restaurants Unlimited, Inc. (RUI). The organizations; Social change; Social
areas the brand is losing its appeal as specific alliances involve two corporate enterprise
foreign competitors roll out their sponsorship decisions, Taste of the Length: 15p
international brands and products. The Nation (TOTN) and Dine Across America Supplementary Materials: Teaching
challenge is to renew the Maxam brand (DAA), and one cause-related marketing Note, (M289T), 9p, by Sonya Grier,
without losing the loyal customers of partnership, Charge Against Hunger Carrie D. Culp, Callie M. Stivers
Tremella Pearl Cream. (CAH). This case provides background
Geographic Setting: China and history of SOS from its inception in 2828
Industry Setting: Cosmetic 1984. Also details the organization's first Title: Sharpening the Marketing Edge
Company Size: mid-size key fund-raising event, TOTN. SOS's (Paperback)
Subjects: Brands; China; Competition; search for a corporate sponsor for TOTN Author(s): HBR
Cosmetics; Market positioning revolves around consideration of Publication Date: 07/01/1990
Length: 18p American Express. It is up to the student Product Type: HBS Press Book
Supplementary Materials: Teaching to assess this opportunity. May be used Abstract: This paperback collection of
Note, (898A26), 5p, by Niraj Dawar with: (M289B) Share Our Strength and Harvard Business Review articles
American Express: Developing provides a sampling of recent writing on
HKU650 Marketing Alliances (B). the marketing function. The selections
Title: Shanghai Tang: The First Global Geographic Setting: District of include new looks at market research,
Chinese Luxury Brand? Columbia marketing automation, the marketing
Author(s): Park, Monica; Yim, Bennett Subjects: Marketing implementation; concept, and service marketing. HBR
Publication Date: 03/15/2007 Marketing planning; Marketing strategy; paperbacks are regularly revised with
Product Type: Case (Field) Nonprofit marketing; Nonprofit recent articles.
Publisher: University of Hong Kong organizations; Social change; Social Subjects: Marketing management;
Abstract: When he created Shanghai enterprise Marketing mixes; Marketing strategy
Tang in 1994, Hong Kong businessman Length: 15p Length: 112p
David Tang intended to launch China's Supplementary Materials: Teaching List Price: $19.95
first bona-fide luxury brand. In the first Note, (M289T), 9p, by Sonya Grier,
few years, Tang's flamboyant, cross- Carrie D. Culp, Callie M. Stivers 587088
cultural style and ties to celebrities Title: Shawmut Corp.
fueled the buzz surrounding the brand. M289B Author(s): Bonoma, Thomas V.;
But the brand was unable to establish its Title: Share Our Strength and American Crittenden, Victoria L.
core customer outside its home market Express: Developing Marketing Publication Date: 10/31/1986
of Hong Kong, and the company Alliances (B) Product Type: Case (Field)
struggled to find a niche among Author(s): Grier, Sonya; Culp, Carrie Abstract: The marketing group at
Shawmut Corp. was reconfigured in late Subjects: Expansion; Hotels & motels; Revision Date: 08/19/1985
1984 in order to better address strategic Marketing strategy; Pricing; Product Product Type: Case (Field)
marketing issues. Fully aware of the lines; Profit planning Abstract: The marketing vice president
trends in banking toward segmentation Length: 26p of the leading supermarket chain in a
and product rationalization, the new major metropolitan area has to plan his
director of marketing introduced product 75104 1981 strategy in light of increasing
management at Shawmut. Unlike many Title: Shifting Role of the Product warehouse store competition. Considers
product management groups, however, Manager relationships with major manufacturers
marketing is a staff rather than line Author(s): Clewett RM; Stasch SF who are supplying warehouse stores
division. Thus, the marketing group does Publication Date: 01/01/1975 with deal merchandise.
not have any responsibility over the Product Type: Harvard Business Geographic Setting: United States
success or failure of new and current Review Article Industry Setting: Food industry; Retail
products. This puts the director in the Abstract: Data drawn from three industry
unwieldy position of developing reliable empirical studies, as well as a survey of Gross Revenues: $600 million sales
measures of effort in order to show that 124 product managers of consumer Subjects: Consumer marketing;
marketing does make a bottom line packaged goods companies shows that Marketing strategy; Retailing;
difference. the product manager's role involves a Supermarkets; Wholesaling
Geographic Setting: Massachusetts wide range of tasks, with variations in his Length: 17p
Industry Setting: Financial services or her responsibility and authority Supplementary Materials: Supplement
Number of Employees: 5,200 depending on industry and (Field), (582071), 3p, by John A. Quelch;
Subjects: Financial services; Line & environmental differences. This Teaching Note, (583020), 12p, by John
staff management; Marketing responsibility and authority involves A. Quelch
organization; Performance three major types of activity:
measurement; Product management involvements in management tasks; 582071
Length: 20p participation in marketing decisions; and Title: Shopfair Supermarkets (B)
participation in budget and marketing Author(s): Quelch, John A.
513158 plans. Publication Date: 12/02/1981
Title: Sheraton Corp. Subjects: Product management Product Type: Supplement (Field)
Author(s): Salmon, Walter J.; Swift SPI Length: 9p Abstract: Supplements the (A) case.
Publication Date: 03/06/1967 Must be used with: (581158) Shopfair
Revision Date: 05/30/1974 905M17 Supermarkets (A).
Product Type: Case (Field) Title: Shimla Dairy Products Private Industry Setting: Retail industry;
Abstract: Concerns the pricing of rooms Ltd., India: Poised for Growth? Supermarkets
at the Sheraton Palace Hotel in San Author(s): Rouse, Michael ; John, Navin Subjects: Consumer marketing;
Francisco, and the possibility of making Publication Date: 02/21/2005 Marketing strategy; Retailing;
a physical addition to the hotel. Raising Product Type: Case (Field) Supermarkets; Wholesaling
room rates slightly and/or building an Publisher: Richard Ivey School of Length: 3p
additional 300 guest rooms are the Business/UWO
measures contemplated to increase the Abstract: The technical director of CMR191
hotel's contribution to profit. Shimla Dairy Products, a government- Title: Shopping Online for Freedom,
Geographic Setting: San Francisco, CA licensed food manufacturer, has spent Control, and Fun
Industry Setting: Hotel industry time working in the cheese industry in Author(s): Wolfinbarger, Mary; Gilly,
Event Year Start: 1965 Australia. He has returned to India with Mary C.
Event Year End: 1965 new skills and ideas to share with the Publication Date: 01/01/2001
Subjects: Expansion; Hotels & motels; company. Cheese is a fairly new product Product Type: CMR Article
Marketing strategy; Pricing; Profit in India and he must decide how best to Publisher: California Management
planning take advantage of the growth potential in Review
Length: 31p the Indian cheese market. He must Abstract: Consumers shop online for
consider issues of marketing, branding, both goal-oriented and experiential
578151 production processes, operations, and reasons. However, goal-oriented motives
Title: Sheraton Palace customer focus. are more common among online
Author(s): Corey, E. Raymond Geographic Setting: India shoppers than are experiential motives.
Publication Date: 02/01/1978 Industry Setting: Food manufacturing This article identifies and discusses
Product Type: Case (Field) industry attributes that facilitate goal-oriented
Abstract: Discusses the pricing of Event Year Start: 2004 online shopping, including
rooms at the Sheraton Palace Hotel in Event Year End: 2004 accessibility/convenience, selection,
San Francisco, and the possibility of Subjects: NO information availability, and lack of
making a physical addition to the hotel. SUBJECTS(KEYWORDS) unwanted sociality from retail sales help
Raising room rates and/or building an Length: 17p or shopping partners such as spouses.
additional 300 guest rooms are the Supplementary Materials: Teaching Importantly, consumers report that
measures contemplated to increase the Note, (805M17), 8p, by Michael Rouse, shopping online results in a substantially
hotel's contribution to profit. Based on Navin John increased sense of freedom and control
Sheraton Corp. by S.P.I. Swift and W.J. Year New: 2005 as compared to offline shopping.
Salmon. Although consumers are more likely to
Geographic Setting: San Francisco, CA 581158 describe offline rather than online
Industry Setting: Hotel industry Title: Shopfair Supermarkets (A) shopping in experiential terms, evidence
Event Year Start: 1965 Author(s): Quelch, John A. of experiential motivation for online
Event Year End: 1965 Publication Date: 06/01/1981 shopping is emerging. Also, although
closing transactions at Web sites is one In his 2006 book, The Long Tail: Why a vertical move can easily distort those
important e-commerce goal, companies the Future of Business Is Selling Less of qualities. Still, certain situations demand
should not lose site of the continuing More, Chris Anderson, editor of Wired vertical extensions, and Aaker examines
importance and power of their Web sites magazine, argues that the sudden both the winners and the losers in the
as an information and communications availability of niche offerings more game.
vehicle. closely tailored to their tastes will lure Subjects: Brands; Market segmentation;
Industry Setting: Home shopping consumers away from homogenized Marketing strategy
Subjects: Consumer behavior; Internet; hits. The "tail" of the sales distribution Length: 9p
Marketing strategy curve, he says, will become longer,
Length: 23p fatter, and more profitable. Elberse, a HKU726
professor at Harvard Business School, Title: Shui On: Branding Prospects for
BH174 set out to investigate whether Sustainable Growth in China
Title: Should I Advertise on the Anderson's long-tail theory is actually Author(s): Ho, Emily; Pretorius, Frederik
Interstate? playing out in today's markets. She Publication Date: 11/23/2006
Author(s): Rodgers, Jacci L.; Blackburn, focused on the music and home-video Product Type: Case (Field)
Tara industries--two markets that Anderson Publisher: University of Hong Kong
Publication Date: 11/15/2005 and others frequently hold up as Abstract: Shui On Group, a Hong Kong
Product Type: Business Horizons examples of the long tail in action-- based real estate company with
Article reviewing sales data from Nielsen extensive investments in China,
Publisher: Business Horizons/Indiana SoundScan, Nielsen VideoScan, the leveraged its established relationship
University online music service Rhapsody, and the with the Shanghai government to obtain
Abstract: The highway logo signing Australian DVD-by-mail service Quickflix. the rights to participate in a very large
program has existed for over 20 years. What she found may surprise you: urban redevelopment project in the
Since its inception, most motorists have Blockbusters are capturing even more of Shanghai metropolitan area,
become accustomed to relying on these the market than they used to, and Taipingqiao, and built the now world-
blue signs to provide information on consumers in the tail don't really like famous Xintiandi retail and entertainment
services available at each highway exit. niche products much. Elberse outlines centre. The combination of historic
However, there is little, if any, literature the implications of her research for preservation and creative modern
that examines the program as an producers and retailers, and offers design, coupled with fastidious attention
advertising source and no formal strategic advice to both groups. to detail in execution, turned Xintiandi
literature that addresses the signing Subjects: NO into one of Shanghai's hottest dining and
program from the perspective of the SUBJECTS(KEYWORDS) entertainment spots. Regardless of the
independent business owner. Provides Length: 11p success of its signature development in
service business owners with Year New: 2007 Shanghai, there is still uncertainty
information about the highway logo whether Shui On can repeat its success
signing program. Describes a five-step 97501 in other Chinese cities and exploit the
process that owners can follow to Title: Should You Take Your Brand to brand value of Xintiandi which was
determine whether the venue is viable Where the Action Is? created to drive growth for the company
and the investment value added. Author(s): Aaker, David A. in the future.
Industry Setting: Service industries Publication Date: 09/01/1997 Industry Setting: Real estate
Subjects: NO Product Type: Harvard Business Subjects: NO
SUBJECTS(KEYWORDS) Review Article SUBJECTS(KEYWORDS)
Length: 6p Abstract: When markets turn hostile, it's Length: 23p
Year New: 2005 no surprise that managers are tempted Supplementary Materials: Teaching
to extend their brands vertically--that is, Note, (HKU727), 8p, by Emily Ho,
R0807H to take their brands into a seemingly Frederik Pretorius
Title: Should You Invest in the Long attractive market above or below their Year New: 2008
Tail? current positions. And for companies
Author(s): Elberse, Anita chasing growth, the urge to move into 503021
Publication Date: 07/01/2008 booming premium or value segments Title: Siebel Systems: Anatomy of a
Product Type: Harvard Business also can be hard to resist. The draw is Sale, Part 1
Review Article indeed strong; and in some instances, a Author(s): Deighton, John; Narayandas,
Abstract: The blockbuster strategy is a vertical move is not merely justified but Das
time-honored approach, particularly in actually essential to survival--even for Publication Date: 08/26/2002
media and entertainment. When space top brands, which have the advantages Revision Date: 01/24/2003
is limited on store shelves and in of economies of scale, brand equity, and Product Type: Case (Field)
traditional distribution channels, retail clout. But beware: leveraging a Abstract: How does a $2 million
producers tend to focus on a few likely brand to access upscale or downscale software sale happen? This case traces
best sellers, hoping that one or two big markets is more dangerous than it first efforts by Siebel Systems to sell lead
hits will carry the rest of their lists. But appears. Before making a move, then, management software to discount broker
online retailing and the digitization of managers should ascertain whether the Quick & Reilly. The buying process is
information goods have changed the rewards will be worth the risks. In mapped out over four years. Covers in
commercial landscape: Virtual shelf general, David Aaker recommends that detail the last six months--from Siebel's
space is infinite, consumers can search managers avoid vertical extensions initial involvement to a challenge from
through innumerable options, and the whenever possible. There is an inherent competitor Oracle to the climax. The
marginal cost of reproducing and contradiction in the very concept structure of Quick & Reilly's buying
distributing products is low. What does because brand equity is built in large center is mapped, as is the role of its
that mean for the blockbuster strategy? part on image and perceived worth, and parent, Fleet Bank. The fortunes of the
sale rise and fall as the Siebel account Author(s): Deighton, John; Narayandas, Siebel Systems: Anatomy of a Sale,
manager faces one obstacle after Das Part 3.
another. Presented in three parts, with Publication Date: 08/26/2002 Geographic Setting: New York, NY;
opportunities to debate the account Revision Date: 01/24/2003 Boston, MA
manager's choices and actions at each Product Type: LACC Case Industry Setting: IT industry
stage. Part 1 describes the start of the Abstract: How does a $2 million Number of Employees: 8,000
sale from the seller's perspective. May software sale happen? This case traces Gross Revenues: $ 2 billion revenues
be used with: (503022) Siebel Systems: efforts by Siebel Systems to sell lead Subjects: Customer relations; Sales
Anatomy of a Sale, Part 2; (503023) management software to discount broker management; Sales strategy; Software
Siebel Systems: Anatomy of a Sale, Quick & Reilly. The buying process is Length: 4p
Part 3. mapped out over four years. Covers in Supplementary Materials: Teaching
Geographic Setting: New York, NY; detail the last six months--from Siebel's Note, (504087), 7p, by John Deighton,
Boston, MA initial involvement to a challenge from Das Narayandas
Industry Setting: IT industry competitor Oracle to the climax. The NEW
Number of Employees: 8,000 structure of Quick & Reilly's buying
Gross Revenues: $ 2 billion revenues center is mapped, as is the role of its 9-504-P02
Subjects: Banking; Customer relations; parent, Fleet Bank. The fortunes of the Title: Siebel Systems: Anatomy of a
Information technology; Sales sale rise and fall as the Siebel account Sale, Part 2, Portuguese Version
management; Sales strategy; Software manager faces one obstacle after Author(s): Deighton, John; Narayandas,
Length: 9p another. Presented in three parts, with Das
Supplementary Materials: Teaching opportunities to debate the account Publication Date: 08/26/2002
Note, (504087), 7p, by John Deighton, manager's choices and actions at each Revision Date: 02/11/2002
Das Narayandas stage. Describes the start of the sale Product Type: LACC Case
NEW from the seller's perspective. May be Abstract: How does a $2 million
used with: (506S25) Siebel Systems: software sale happen? This case traces
9-504-P01 Anatomy of a Sale, Part 2, Spanish efforts by Siebel Systems to sell lead
Title: Siebel Systems: Anatomy of a Version; (506S26) Siebel Systems: management software to discount broker
Sale, Part 1, Portuguese Version Anatomy of a Sale, Part 3, Spanish Quick & Reilly. The buying process is
Author(s): Deighton, John; Narayandas, Version. mapped out over 4 years. Covers in
Das Geographic Setting: Boston, MA; New detail the last 6 months--from Siebel's
Publication Date: 08/26/2002 York, NY initial involvement to a challenge from
Revision Date: 01/24/2003 Industry Setting: IT industry competitor Oracle to the climax. The
Product Type: LACC Case Number of Employees: 8,000 structure of Quick & Reilly's buying
Abstract: How does a $2 million Gross Revenues: $ 2 billion revenues center is mapped, as is the role of its
software sale happen? This case traces Subjects: NO parent, Fleet Bank. The fortunes of the
efforts by Siebel Systems to sell lead SUBJECTS(KEYWORDS) sale rise and fall as the Siebel account
management software to discount broker Length: 10p manager faces one obstacle after
Quick & Reilly. The buying process is Year New: 2006 another. Presented in three parts, with
mapped out over 4 years. Covers in opportunities to debate the account
detail the last 6 months--from Siebel's 503022 manager's choices and actions at each
initial involvement to a challenge from Title: Siebel Systems: Anatomy of a state. Part 2 describes the start of the
competitor Oracle to the climax. The Sale, Part 2 sale from the buyer's perspective.
structure of Quick & Reilly's buying Author(s): Deighton, John; Narayandas, Teaching Purpose: To analyze industrial
center is mapped, as is the role of its Das buyer behavior and develop a selling
parent, Fleet Bank. The fortunes of the Publication Date: 08/26/2002 strategy at the account level.
sale rise and fall as the Siebel account Revision Date: 02/11/2003 Geographic Setting: New York, NY;
manager faces one obstacle after Product Type: Case (Field) Boston, MA
another. Presented in three parts, with Abstract: How does a $2 million Industry Setting: IT industry
opportunities to debate the account software sale happen? This case traces Number of Employees: 8,000
manager's choices and actions at each efforts by Siebel Systems to sell lead Gross Revenues: $ 2 billion revenues
stage. Part 1 describes the start of the management software to discount broker Subjects: Customer relations; Sales
sale from the seller's perspective. Quick & Reilly. The buying process is management; Sales strategy; Software
Teaching Purpose: To analyze mapped out over four years. Covers in Length: 6p
industrial buyer behavior and develop a detail the last six months--from Siebel's
selling strategy at the account level. initial involvement to a challenge from 503023
Geographic Setting: New York, NY; competitor Oracle to the climax. The Title: Siebel Systems: Anatomy of a
Boston, MA structure of Quick & Reilly's buying Sale, Part 3
Industry Setting: IT industry center is mapped, as is the role of its Author(s): Deighton, John; Narayandas,
Number of Employees: 8,000 parent, Fleet Bank. The fortunes of the Das
Gross Revenues: $ 2 billion revenues sale rise and fall as the Siebel account Publication Date: 08/26/2002
Subjects: Banking; Customer relations; manager faces one obstacle after Product Type: Case (Field)
Information technology; Sales another. Presented in three parts, with Abstract: How does a $2 million
management; Sales strategy; Software opportunities to debate the account software sale happen? This case traces
Length: 13p manager's choices and actions at each efforts by Siebel Systems to sell lead
state. Part 2 describes the start of the management software to discount broker
506S29 sale from the buyer's perspective. May Quick & Reilly. The buying process is
Title: Siebel Systems: Anatomy of a be used with: (503021) Siebel Systems: mapped out over four years. Covers in
Sale, Part 1, Spanish Version Anatomy of a Sale, Part 1; (503023) detail the last six months--from Siebel's
initial involvement to a challenge from Length: 7p despite very limited product exposure to
competitor Oracle to the climax. The consumers. May be used with: (596106)
structure of Quick & Reilly's buying 506S26 Siemens Corp. (B): Corporate
center is mapped, as is the role of its Title: Siebel Systems: Anatomy of a Advertising for 1996; (593021) BASF:
parent, Fleet Bank. The fortunes of the Sale, Part 3, Spanish Version Corporate Advertising for 1992;
sale rise and fall as the Siebel account Author(s): Deighton, John; Narayandas, (593023) Du Pont: Corporate
manager faces one obstacle after Das Advertising for 1992.
another. Presented in three parts, with Publication Date: 08/26/2002 Geographic Setting: United States
opportunities to debate the account Product Type: LACC Case Industry Setting: Advertising industry
manager's choices and actions at each Abstract: How does a $2 million Subjects: Advertising; International
state. Part 3 describes the unfolding of software sale happen? This case traces marketing; Public relations
the sale over a 4-year period. May be efforts by Siebel Systems to sell lead Length: 10p
used with: (503021) Siebel Systems: management software to discount broker
Anatomy of a Sale, Part 1; (503022) Quick & Reilly. The buying process is 596106
Siebel Systems: Anatomy of a Sale, mapped out over four years. Covers in Title: Siemens Corp. (B): Corporate
Part 2. detail the last six months--from Siebel's Advertising for 1996
Geographic Setting: New York, NY; initial involvement to a challenge from Author(s): Greyser, Stephen A.; Klein,
Boston, MA competitor Oracle to the climax. The Norman
Industry Setting: IT industry structure of Quick & Reilly's buying Publication Date: 06/24/1996
Number of Employees: 8,000 center is mapped, as is the role of its Product Type: Case (Field)
Gross Revenues: $ 2 billion revenues parent, Fleet Bank. The fortunes of the Abstract: Describes the television
Subjects: Banking; Customer relations; sale rise and fall as the Siebel account advertising and presents examples of
Information technology; Sales manager faces one obstacle after the comparable print ads, then
management; Sales strategy; Software another. Presented in three parts, with documents new measurement tools and
Length: 7p opportunities to debate the account presents the results of key surveys that
Supplementary Materials: Teaching manager's choices and actions at each address audience awareness. Also
Note, (504087), 7p, by John Deighton, state. Describes the unfolding of the sale includes other relevant activities to
Das Narayandas over a 4-year period. May be used with: support Siemens USA's corporate
NEW (506S25) Siebel Systems: Anatomy of a identity. These include umbrella
Sale, Part 2, Spanish Version; (506S29) activities, such as a presence in Atlanta
504P03 Siebel Systems: Anatomy of a Sale, for the Summer Olympics, joint trade
Title: Siebel Systems: Anatomy of a Part 1, Spanish Version. activities, work with colleagues in Munich
Sale, Part 3, Portuguese Version Geographic Setting: Boston, MA; New to support major projects in China, and
Author(s): Deighton, John; Narayandas, York, NY the introduction of a Web page. May be
Das Industry Setting: IT industry used with: (593022) Siemens Corp. (A):
Publication Date: 08/26/2002 Number of Employees: 8,000 Corporate Advertising for 1992;
Product Type: LACC Case Gross Revenues: $ 2 billion revenues (593021) BASF: Corporate Advertising
Abstract: How does a $2 million Subjects: NO for 1992.
software sale happen? This case traces SUBJECTS(KEYWORDS) Geographic Setting: United States
efforts by Siebel Systems to sell lead Length: 7p Industry Setting: Advertising industry
management software to discount broker Year New: 2006 Gross Revenues: $8 billion revenues
Quick & Reilly. The buying process is Subjects: Advertising; International
mapped out over 4 years. Covers in 593022 marketing; Public relations
detail the last 6 months--from Siebel's Title: Siemens Corp. (A): Corporate Length: 10p
initial involvement to a challenge from Advertising for 1992
competitor Oracle to the climax. The Author(s): Greyser, Stephen A.; Klein, M229A
structure of Quick & Reilly's buying Norman Title: Sierra Chemical Co. (A): The
center is mapped, as is the role of its Publication Date: 12/28/1992 Challenge--Forecasting
parent, Fleet Bank. The fortunes of the Revision Date: 06/28/1996 Author(s): Davis, Robert T.
sale rise and fall as the Siebel account Product Type: Case (Field) Publication Date: 01/01/1983
manager faces one obstacle after Abstract: Describes the approach of the Revision Date: 05/01/1992
another. Presented in three parts, with German-based multinational company, Product Type: Case (Field)
opportunities to debate the account Siemens Corp., to establishing an Publisher: Stanford University
manager's choices and actions at each identity in the United States. The specific Abstract: A newly appointed marketing
state. Part 3 describes the unfolding of goals for the 1991-92 corporate VP for a firm that produces and sells
the sale over a 4-year period. Teaching advertising campaign are described. slow-release fertilizers is troubled about
Purpose: To analyze industrial buyer Examples of print and television the company's inability to execute an
behavior and develop a selling strategy messages are included, using the core effective sales program. Even though
at the account level. theme "That was then--This is now." sales growth seemed reasonable in
Geographic Setting: New York, NY; Target audiences are identified, and the dollars, unit volumes almost always fell
Boston, MA program's media, budget, and methods short of forecasts. An extended field trip
Industry Setting: IT industry of evaluating the campaign are also demonstrates a need to: change the
Number of Employees: 8,000 described. Acquaints students with the attitude of the salesforce from
Gross Revenues: $ 2 billion revenues objective and detailed program specifics horticultural specialists to aggressive
Subjects: Banking; Customer relations; of corporate advertising campaigns. salespeople, establish specific controls
Information technology; Sales Examines how a non-U.S. based and reporting devices, develop
management; Sales strategy; Software company seeks to build corporate incentives, and organize for growth. May
awareness and identity in the U.S. be used with Sierra Chemical Co. (B):
The Fix. division manufactures steel and plastic (Field), (586061), 2p, by Rowland T.
Industry Setting: Agriculture industry strapping. In 1981 the company Moriarty Jr., Gordon Swartz; Supplement
Subjects: Agriculture; Market entry; underwent the largest leveraged buyout (Field), (586062), 1p, by Rowland T.
Marketing strategy; Sales management in U.S. corporate history. The case Moriarty Jr., Gordon Swartz; Teaching
Length: 13p focuses on the packaging division's need Note, (588023), 28p, by Rowland T.
to maintain high profitability in a Moriarty Jr., Gordon Swartz
M229B declining market for steel strapping.
Title: Sierra Chemical Co. (B): The Fix Since 1974, Signode has been losing 586060
Author(s): Davis, Robert T. 1% per year of the steel strapping Title: Signode Industries, Inc. (B)
Publication Date: 01/01/1983 market. Since then, there has also been Author(s): Moriarty, Rowland T., Jr.;
Revision Date: 05/01/1992 significant erosion of prices. The division Swartz, Gordon
Product Type: Case (Field) president is faced with 1) decreasing Publication Date: 11/14/1985
Publisher: Stanford University price to increase market share, or 2) Revision Date: 07/25/1989
Abstract: Presents a summary of maintain/increase prices to increase Product Type: Supplement (Field)
changes introduced with the first year. cash flow. The specific decision revolves Abstract: Describes whether the
Copies of relevant documents are around the potential adoption of a price- company adopts the price-flex policy
included. Should be used with Sierra flex system that is designed to authorize discussed in the (A) case. Price increase
Chemical Co. (A): The Challenge-- selective discounting by the division's in steel strapping raw materials is
Forecasting. sales personnel. rescinded by steel industry. Must be
Industry Setting: Agriculture industry Geographic Setting: Glenview, IL used with: (586059) Signode Industries,
Subjects: Agriculture; Market entry; Industry Setting: Steel industry Inc. (A).
Marketing strategy; Sales management Company Size: mid-size Industry Setting: Steel industry
Length: 28p Gross Revenues: $250 million sales Subjects: Industrial markets; Packaging;
Supplementary Materials: Supplement Subjects: Industrial markets; Pricing; Pricing strategy; Steel
(Field), (M229C), 5p, by Robert T. Davis; Packaging; Pricing; Pricing strategy; Length: 2p
Supplement (Field), (M229D), 2p, by Steel Supplementary Materials: Teaching
Robert T. Davis Length: 22p Note, (588023), 28p, by Rowland T.
Moriarty Jr., Gordon Swartz
M229C 586059
Title: Sierra Chemical Co. (C) Title: Signode Industries, Inc. (A) 586061
Author(s): Davis, Robert T. Author(s): Moriarty, Rowland T., Jr.; Title: Signode Industries, Inc. (C)
Publication Date: 01/01/1986 May, David; Swartz, Gordon Author(s): Moriarty, Rowland T., Jr.;
Revision Date: 05/01/1992 Publication Date: 11/14/1985 Swartz, Gordon
Product Type: Supplement (Field) Revision Date: 04/15/1990 Publication Date: 11/14/1985
Publisher: Stanford University Product Type: Case (Field) Revision Date: 07/25/1989
Abstract: Presents a summary of Abstract: Signode Industries' packaging Product Type: Supplement (Field)
growth and changes after ten years. division manufactures steel and plastic Abstract: Continues the discussion of
Must be used with: (M229B) Sierra strapping. In 1981 the company the price-flex policy described in the (A)
Chemical Co. (B): The Fix. underwent the largest leveraged buyout case and the (B) case. Must be used
Industry Setting: Agriculture industry in U.S. corporate history. The case with: (586059) Signode Industries, Inc.
Subjects: Agriculture; Market entry; focuses on the packaging division's need (A).
Marketing strategy; Sales management to maintain high profitability in a Industry Setting: Steel industry
Length: 5p declining market for steel strapping. Subjects: Industrial markets; Packaging;
Since 1974, Signode has been losing Pricing; Pricing strategy; Steel
1% per year of the steel strapping Length: 2p
M229D
market. Since then, there has also been Supplementary Materials: Teaching
Title: Sierra Chemical Co. (D): Some
significant erosion of prices. The division Note, (588023), 28p, by Rowland T.
Final Considerations, Appendix
president is faced with 1) decreasing Moriarty Jr., Gordon Swartz
Author(s): Davis, Robert T.
price to increase market share, or 2)
maintain/increase prices to increase
Product Type: Supplement (Field) 586062
cash flow. The specific decision revolves
Publisher: Stanford University Title: Signode Industries, Inc. (D)
around the potential adoption of a price-
Abstract: Presents comments regarding Author(s): Moriarty, Rowland T., Jr.;
flex system that is designed to authorize
the case. Must be used with: (M229B) Swartz, Gordon
selective discounting by the division's
Sierra Chemical Co. (B): The Fix. Publication Date: 11/14/1985
sales personnel. May be used with:
Industry Setting: Agriculture industry Revision Date: 07/25/1989
(503072) Customer Migration and
Subjects: Agriculture; Market entry; Product Type: Supplement (Field)
Customer Types.
Marketing strategy; Sales management Abstract: Signode's packaging division
Geographic Setting: Glenview, IL
Length: 2p president makes a final decision on the
Industry Setting: Steel industry
price-flex policy. Must be used with:
Company Size: mid-size
502S10 (586059) Signode Industries, Inc. (A).
Title: Signode Industries, Inc. (A), Industry Setting: Steel industry
Subjects: Industrial markets;
Spanish Version Subjects: Industrial markets; Packaging;
Packaging; Pricing; Pricing strategy;
Author(s): Moriarty, Rowland T., Jr.; Pricing; Pricing strategy; Steel
Steel
May, David; Swartz, Gordon Length: 1p
Length: 18p
Product Type: LACC Case Note, (588023), 28p, by Rowland T.
(Field), (586060), 2p, by Rowland T.
Abstract: Signode Industries' packaging Moriarty Jr., Gordon Swartz; Supplement
Moriarty Jr., Gordon Swartz emerged: one argues that this new implementation of the new lie-flat seats
product should be branded as an in business class after the effects of the
M262 extension of the Indigo, a workstation global recession on the travel industry in
Title: Silicon Graphics, Inc.--1987 introduced in July of 1991; the other September 2001. SIA was considered
Author(s): Lattin, James advocates establishing a distinct brand the gold standard for its innovative
Publication Date: 01/01/1991 identity for "Full House." The case customer service, and the $100 million
Revision Date: 01/01/1993 provides an opportunity for the new seats project for the international
Product Type: Case (Field) discussion of branding strategy in a high market was planned to bolster that
Publisher: Stanford University technology market. reputation. But with increased
Abstract: In January of 1987, Ed Geographic Setting: Northern competition in the airline industry and the
McCracken, president and CEO of California dramatic drop in travel after the
Silicon Graphics, contemplated the Industry Setting: Information systems September 11 terrorist attacks in the
future direction of his company. One Number of Employees: 8,000 United States, the main agenda item for
year earlier, the company had embarked Gross Revenues: $2 billion revenues the management committee was how to
on an ambitious effort to develop a high- Subjects: Advertising; Brands; cut costs.
performance computer graphics Computer systems; High technology Geographic Setting: Singapore
workstation with an architecture based products; Product introduction; Silicon Industry Setting: Airline industry
on a new 32-bit RISC microprocessor. Valley Subjects: Airlines; Asia; Brands;
McCracken was now concerned with Length: 23p Customer retention; Customer service;
looking ahead to Silicon Graphics' next Decision making; Innovation;
generation of product, and he was 3980 International marketing; Loyalty;
weighing two possible options: either Title: Simply Better: Winning and Recessions
the company could invest in developing Keeping Customers by Delivering What Length: 27p
an even higher performance workstation, Matters Most (Hardcover) Supplementary Materials: Supplement
exploiting the potential of the new RISC Author(s): Barwise, Patrick; Meehan, (Field), (504026), 2p, by Rohit
architecture and reasserting the Sean Deshpande, Hal Hogan
company's dominance of the high- Publication Date: 07/08/2004 NEW
performance market, or the company Product Type: HBS Press Book
could try to develop a fully functional Abstract: In their relentless quest for 504026
graphics workstation at a lower price differentiation, many companies have Title: Singapore Airlines: Customer
point, in order to make graphics neglected the very activities that matter Service Innovation (B)
computing available to a much wider most to customers. This refreshingly Author(s): Deshpande, Rohit; Hogan,
market. straightforward book argues that it is not Hal
Geographic Setting: Northern the addition of unique gizmos or features Publication Date: 07/22/2003
California that wins and keeps customers, but the Revision Date: 02/15/2005
Industry Setting: Information systems steadfast delivery of the basics, such as Product Type: Supplement (Field)
Gross Revenues: $40 million revenues products that actually work and reliable Abstract: Supplements the (A) case.
Subjects: Computer systems; New services that take place on time. Fresh Must be used with: (504025) Singapore
product marketing; Product design; company examples show how lasting Airlines: Customer Service Innovation
Product development; Product lines; competitive advantage comes not from (A).
Silicon Valley being radically different, but from being Geographic Setting: Asia
Length: 17p Simply Better at delivering what Subjects: Airlines; Asia; Brands;
Supplementary Materials: Teaching customers really want. Patrick Barwise is Customer retention; Customer service;
Note, (M262T), 12p, by James Lattin professor of Management and Marketing Decision making; Innovation;
at London Business School. Sean International marketing; Loyalty;
M274 Meehan is the Martin Hilti Professor of Recessions
Title: Silicon Graphics, Inc.: Project Marketing and Change Management at Length: 2p
"Full House" IMD, Lausanne, Switzerland. NEW
Author(s): Keller, Kevin L.; Kimerling, Industry Setting: Consumer products
Leslie; Lattin, James Subjects: Communication strategy; 598067
Publication Date: 01/01/1995 Competitive advantage; Customer Title: The Size of the Global Poverty
Revision Date: 04/01/1994 relations; Market positioning; Service Sector
Product Type: Case (Field) management Author(s): Rangan, V. Kasturi; Walker,
Publisher: Stanford University Length: 240p Patricia
Abstract: Silicon Graphics, a designer List Price: $28.95 Publication Date: 02/02/1998
and manufacturer of high-performance Year New: 2004 Product Type: Note
graphics workstations, is preparing for Abstract: Poverty is a global
the release of its latest workstation (code 504025 phenomenon and billion of dollars are
named "Full House") in January 1993. Title: Singapore Airlines: Customer spent to alleviate it. In 1994, this
The "Full House" team had already Service Innovation (A) spending totaled over $450 billion dollars
made a number of marketing decisions Author(s): Deshpande, Rohit; Hogan, in the United States and over $443
regarding the new line of visual Hal billion by governments in developing
computing workstations including setting Publication Date: 07/22/2003 countries, yet poverty persists. The
sales objectives, pricing, and identifying Revision Date: 05/28/2008 authors describe the global poverty
key target markets and distribution Product Type: Case (Field) sector in terms of its size, institutions,
channels. Still one major issue remains Abstract: The members of Singapore and financial resources allocated to
unsolved: branding the new product Airlines' (SIA) management committee alleviate poverty. They argue that an
line. Two distinct points of view have needs to decide whether to cancel the effective and sustainable solution to
poverty begins with treating the poor as program to these values. In the case of Author(s): Meer, David; Marks, Ann
customers. Teaching Purpose: Defines Dunlop Volley, slowing diffusion rates Publication Date: 11/29/2006
the size of the poverty sector. was achieved through four tactics: Product Type: Conference
Geographic Setting: Global rejecting hard-sell marketing, appearing Abstract: You need to reach new,
Subjects: Developing countries authentic, targeting alternative profitable customers. You must decide
Length: 16p distribution channels, and delaying which new products and services have
launch to the mainstream audience. the greatest potential. You have
IMD042 These activities ensured the ongoing allocated your marketing budget across
Title: The Skisailer: Marketing a Young credibility of the brand with endorsers a bewildering array of choices. Yet the
Investor's Dream and helped revitalize a brand long traditional tools of segmentation that
Author(s): Turpin, Dominique; Kashani, thought dead. could help inform those decisions aren't
Kamran Geographic Setting: Australia nearly as useful as they once were. But
Publication Date: 01/01/1998 Subjects: NO fresh approaches to non-demographic
Revision Date: 03/18/2003 SUBJECTS(KEYWORDS) segmentation, as first reported by Daniel
Product Type: Case (Field) Length: 7p Yankelovich and David Meer in the
Publisher: IMD - International Institute Year New: 2005 pages of Harvard Business Review, are
for Management Development yielding valuable insights that can drive
Abstract: A new product combining R00610 profit and growth. In this interactive, 90-
windsurfing and skiing runs into trouble Title: Smart Customers, Dumb minute presentation Meer, along with
during its first year of worldwide sales. A Companies Ann Marks of Dow Jones, will explore
group of MBA students studies the Author(s): Locke, Christopher the components of a smart segmentation
problem and collects market data. The Publication Date: 11/01/2000 strategy. Among the topics they will
product's inventor is left with the task of Product Type: Harvard Business cover are: how to differentiate between
taking action to save the invention from Review Article segmentations meant to strengthen
imminent disaster. What should he do? Abstract: Customers today are being brand vs. those capable of telling you
Geographic Setting: Switzerland; bombarded with an overwhelming array which markets to enter and which
Global of choices. To alleviate customer products to make; which form of
Industry Setting: Sporting goods & frustration, say Steven Cristol and Peter consumer behavior is most important for
equipment industry Sealey in Simplicity Marketing, marketers to focus on; how to know
Company Size: small companies should stop creating new when your current segmentations have
Subjects: New product marketing; brands and product extensions. Better to lost their usefulness and must be recast.
Product introduction; Sales strategy; consolidate product and service Grounded in research and supported by
Sports; Switzerland functions by following a four R approach: real-world examples, this program is
Length: 19p replace, repackage, reposition, and essential for anyone who needs to better
Supplementary Materials: Teaching replenish. That's an outmoded, understand the implications of customer
Note, (IMD043), 9p, by Kamran Kashani, dictatorial view of markets, says behavior. Join us before you make your
David Hover Christopher Locke. Far from being next major expenditure on marketing or
NEW stymied by choices, customers are product development.
rapidly becoming smarter than the Subjects: NO
companies that pretend to serve them. SUBJECTS(KEYWORDS)
BH167
In this networked economy, people are Length: 90 min
Title: Slowing the Adoption and
talking among themselves, and that List Price: $299.00
Diffusion Process to Enhance Brand
changes everything. Locke predicts we'll Year New: 2006
Repositioning: The Consumer Driven
Repositioning of Dunlop Volley see a growing number of well-defined
Author(s): Beverland, Michael; Ewing, micromarkets--groups of customers F0204D
Michael converging in real time around Title: A Smarter Way to Sell
Publication Date: 09/15/2005 entertaining and knowledgeable voices-- Commodities
Product Type: Business Horizons such as NPR's car guys and the Motley Author(s): Lurie, Robert S.; Kohli, Ajay
Article Fool investment site. "Micromedia" Web K.
Publisher: Business Horizons/Indiana sites will replace traditional advertising Publication Date: 04/01/2002
University because they'll provide credible user- Product Type: Harvard Business
Abstract: What should you do when supplied news about products and Review Article
your brand becomes "hot" overnight services. Locke contends that an open Abstract: Many commodities sellers
among influential endorsers? Do you exchange of information solves the resort to price cuts to attract customers;
exploit this sudden rise in popularity and "problem" of choice much better than they fail to realize that their customers
mainstream the brand, or do you attempt manipulative strategies like simplicity or will pay premium prices for the right
to slow the diffusion process and seek to even permission marketing. deals. The secret lies in reducing
understand how to market to these Subjects: Brands; Consumer marketing; customers' risks.
consumers? Drawing on the case of Market segmentation; Marketing strategy Subjects: Commodity markets;
Dunlop Volley in Australia, the authors Length: 5p Industrial markets; Market segmentation
argue that mainstreaming the brand by Length: 1p
targeting later adopters results in a 1694CF
short-term fashion cycle rather than Title: Smarter Segmentation: Finding HKU043
creating long-term brand value. Because the Right Customers, A Conversation Title: Smartex: An Electronic Cash
these brands are "discovered" by with David Meer of Marakon & System
consumers, marketers must first Associates, and Ann Marks of Dow Author(s): Farhoomand, Ali F.; Tocquer,
understand the value system underlying Jones & Company, A Harvard Business Gerard; Kwan, Eva Y.H.
this adoption and then fit the marketing School Publishing Best Practice Briefing Publication Date: 01/01/1999
Product Type: Case (Library) Industry Setting: Pharmaceutical Company Size: mid-size
Publisher: University of Hong Kong industry; Health care industry Gross Revenues: $146 million sales
Abstract: Mercantile Bank of Australia, Number of Employees: 52,300 Subjects: Competition; Consumer
together with six other Australian banks, Subjects: Direct marketing; Distribution goods; Marketing implementation;
acquired a license to issue Smartex, a planning; Hospital administration; Marketing mixes; Pharmaceuticals
smart-card-based electronic cash Information services; Information Length: 22p
system, in Australia. Australia had been technology; Pharmaceuticals Supplementary Materials: Teaching
a popular country for conducting smart- Length: 34p Note, (589016), 16p, by Thomas J.
card trials because it possessed a Kosnik
sophisticated telecommunications 592053
infrastructure and a highly urbanized Title: SmithKline Beecham Animal 595049
population that had demonstrated Health Title: Smithfield Foods, Inc.
keenness toward adopting new Author(s): Goldberg, Ray A.; Theobald, Author(s): Goldberg, Ray A.; Travis,
technologies. The case examines the David M. Quintus
process used by Smartex licensees to Publication Date: 11/11/1991 Publication Date: 12/01/1994
develop and launch Smartex in Revision Date: 12/04/1991 Product Type: Case (Field)
Australia. Also, the second-generation Product Type: Case (Field) Abstract: One of the largest vertically
Smartex chip, which has a Abstract: Consolidation in the livestock integrated hog companies has to decide
multifunctional capability, will soon be industry is occuring on a global basis. how to position the company in the food
available. How should the Smartex How does a newly formed merger of a system in the middle of a surplus hog
licensees promote this new chip to make European and U.S. animal health cycle. Teaching Purpose: Provides
use of its enhanced capability without division compete in a global market? students with a case of a company
confusing consumers? Demonstrates the changing market of changing a major commodity system and
Geographic Setting: Sydney animal health and indicates how two the challenge of positioning the company
Industry Setting: Banking industry firms with different cultures can combine in the future. Withdrawn 08/07/01.
Subjects: Australia; Banking; Consumer to meet new global challenges. Geographic Setting: Global
behavior; Innovation; Marketing strategy Geographic Setting: Global Industry Setting: Hog & pork
Length: 20p Industry Setting: Animal production Number of Employees: 8,000
Supplementary Materials: Teaching Number of Employees: 3,500 Gross Revenues: $1 billion revenues
Note, (HKU044), 7p, by Ali F. Gross Revenues: $500 million Subjects: Agribusiness; Food;
Farhoomand, Gerard Tocquer, Eva Y.H. revenues Marketing strategy
Kwan Subjects: Agribusiness; Cross cultural Length: 25p
relations; International marketing
M281 Length: 34p 900015
Title: SmithKline Beecham (SB) Title: Smithfield Foods, Inc.
Author(s): Lal, Rajiv; Leschly, Mark 588046 Author(s): Goldberg, Ray A.; Knoop,
Publication Date: 01/01/1996 Title: SmithKline Consumer Products: Carin-Isabel; Lane, David
Product Type: Case (Field) The Contac Relaunch Publication Date: 12/06/1999
Publisher: Stanford University Author(s): Kosnik, Thomas J.; Lai, Revision Date: 06/06/2000
Abstract: In April 1994, just one week Jennifer L. Product Type: Case (Field)
before officially taking over as CEO, Jan Publication Date: 02/02/1987 Abstract: Smithfield has become the
Leschly faced one of the most difficult Revision Date: 01/11/1989 number-one pork producer and
decisions of his career. The Product Type: Case (Field) processor in the world--given all the
management team had been negotiating Abstract: In March 1986, a tamperer changes in the global agribusiness
with United Healthcare Corp., one of the contaminated CONTAC Cold Capsules, industry. How does the company
largest HMOs, for the acquisition of one SmithKline Consumer Product's most develop its future strategy? A rewritten
of its wholly-owned subsidiaries, popular product. To relaunch CONTAC version of an earlier case.
Diversified Pharmaceutical Services after withdrawing it from the market, the Geographic Setting: Global
(DPS). If pursued, the acquisition of DPS management team had to present a plan Industry Setting: Agribusiness; Food
(a pharmacy benefit management of action to the corporation board. They industry
company) would be a dramatic shift, knew CONTAC's 25 year-old brand Gross Revenues: $5 billion revenues
moving SmithKline Beecham (SB) from franchise was built on its image as a Subjects: Agribusiness; Food; Global
being merely a product manufacturer to capsule with "tiny time pills" inside, yet Research Group; Marketing strategy
a service provider and manager of also recognized that media reports were Length: 23p
health care costs. The bold initiative turning public sentiment against all
would be expensive--approximately $2.3 capsules. Technology that would reduce 574028
billion. The upcoming board meeting capsule vulnerability or produce a solid Title: Smithville Co.
would be the opportunity for Leschly and caplet alternative was available only Author(s): Shapiro, Benson P.; Schou
the newly appointed chairman of through competitors. Consumer and DT
SmithKline Beecham Pharmaceuticals to trade promotions decisions also had to Publication Date: 09/18/1973
articulate their strategic vision for the be made, and the pricing implications of Revision Date: 07/21/1975
company and how SB could best the relaunch costs addressed. The Product Type: Case (Field)
position itself to ensure its future relaunch had to be in place by August 1 Abstract: Ms. Katherine O'Brien,
success. Was the acquisition price of the same year if it was to be at all marketing vice president is attempting to
simply too high, relative to the benefits successful. decide whether or not to replace
and potential increased product sales? Geographic Setting: Philadelphia, PA Smithville's existing team of
Was the acquisition too aggressive? Industry Setting: Pharmaceutical independent, multiline representatives
Geographic Setting: Philadelphia, PA industry with a company-run sales force.
Provides extensive sales costs and cost revenues 505711

estimates and provides a basis for Subjects: Beverages; Brands; Title: Snapple-Wendy 2004, Video
discussion of less tangible benefits of Distribution; Entrepreneurship; Market (DVD)
both selling routes. positioning; Marketing management; Author(s): Quelch, John A.
Geographic Setting: United States Strategic market planning Publication Date: 03/01/2005
Industry Setting: Commercial art Length: 17p Product Type: Case Video, DVD
products; Household product industry Abstract: Presents an interview with
Gross Revenues: $7 million sales 599126 "Wendy the Snapple Lady" in 2004. Must
Subjects: Household products; Title: Snapple be used with: (599126) Snapple.
Personal selling; Sales management Author(s): Deighton, John Subjects: NO
Length: 27p Publication Date: 06/04/1999 SUBJECTS(KEYWORDS)
Revision Date: 12/05/2003 Length: 10 min
590040 Product Type: Case (Field) Year New: 2005
Title: Smoke Wars: The Case for and Abstract: Tells the story of Snapple's
Against the Cigarette Industry rise and fall, and poses the question 571018
Author(s): Rangan, V. Kasturi "Can it recover?" Many soft-drink brands Title: Sodaburst (A)
Publication Date: 10/02/1989 flourished in the 1980s serving New Author(s): Greyser, Stephen A.
Revision Date: 10/28/1992 York's Yuppies, but only Snapple made Publication Date: 09/01/1970
Product Type: Case (Library) the big time. It went from local to Product Type: Case (Field)
Abstract: Describes the arguments for national success and was poised to go Abstract: The product manager for a
and against the tobacco industry. With international when the founders sold out new instant ice cream soda considers
the per capita demand for cigarettes to Quaker. The brand proved harder to message strategy and product appeals
steadily declining by 2% to 3% every manage than Quaker anticipated and in to be used in advertising in light of
year, the tobacco companies have been 1997 was sold for a fraction of its research information and competitive
using various approaches to stem the acquisition price. The case presents information.
tide. Many such moves, however, have factors accounting for the growth and Geographic Setting: United States
come under attack from public policy decline and provides a qualitative study Industry Setting: Convenience food
activists, whose proactive moves of the brand. What action should the industry
themselves have come under attack new owners take? May be used with: Company Size: large
from cigarette companies. (509710) Mr. Nelson Peitz, Fouding Event Year Start: 1964
Geographic Setting: Global Partner, Trian Partners Interviewed by Event Year End: 1964
Industry Setting: Tobacco industry Professor John Quelch, Video (VHS). Subjects: Advertising; Food; Market
Gross Revenues: $30 billion revenues Geographic Setting: New York, NY research; Marketing strategy; Product
Subjects: Advertising; Exports; Health; Industry Setting: Beverage industry management
New product marketing; Public policy; Number of Employees: 500 Length: 6p
Social enterprise; Tobacco industry Gross Revenues: $500 million
Length: 24p revenues 502010
Supplementary Materials: Teaching Subjects: Beverages; Brands; Title: Sony AIBO: The World's First
Note, (591092), 11p, by V. Kasturi Distribution; Entrepreneurship; Market Entertainment Robot
Rangan; Teaching Note, (392142), 10p, positioning; Marketing management; Author(s): Moon, Youngme
by Joseph L. Badaracco Jr., Allen Webb Strategic market planning Publication Date: 08/16/2001
505S14 Supplementary Materials: Teaching Product Type: Color Case
Title: Snapple, Spanish Version Note, (500033), 7p, by John Deighton; Abstract: The Sony AIBO is the world's
Author(s): Deighton, John Case Video, (505709), 10 min, by John first "entertainment" robot. Positioned as
Publication Date: 06/04/1999 A. Quelch; Case Video, DVD, (505711), a household "companion," the $1,500
Revision Date: 12/05/2003 10 min, by John A. Quelch; Case Video, AIBO has become a smash hit in Japan,
Product Type: LACC Case DVD, (506703), 5 min, by John appealing to both the young and the old,
Abstract: Tells the story of Snapple's Deighton; Case Video, (506704), 5 min, including those with little technical
rise and fall, and poses the question by John Deighton expertise. In the United States, the AIBO
"Can it recover?" Many soft-drink brands BESTSELLER is in hot demand among "techies"
flourished in the 1980s serving New infatuated with high-tech gadgets;
York's Yuppies, but only Snapple made 505709 however, it has yet to catch on with the
the big time. It went from local to Title: Snapple-Wendy 2004, Video mainstream. The task for Takeshi
national success and was poised to go Author(s): Quelch, John A. Yazawa, VP and general manager of
international when the founders sold out Publication Date: 03/01/2005 Sony Entertainment Robot America, is to
to Quaker. The brand proved harder to Product Type: Case Video figure out how to market the AIBO to the
manage than Quaker anticipated and in Abstract: Presents an interview with American masses. Includes color
1997 was sold for a fraction of its "Wendy the Snapple Lady" in 2004. Must exhibits.
acquisition price. The case presents be used with: (599126) Snapple. Geographic Setting: California
factors accounting for the growth and Subjects: Beverages; Brands; Industry Setting: Robotic
decline and provides a qualitative study Distribution; Entrepreneurship; Market Number of Employees: 181,800
of the brand. What action should the positioning; Marketing management; Gross Revenues: $58.5 billion
new owners take? Strategic market planning revenues
Geographic Setting: New York, NY Length: 10 min Subjects: Innovation; Japan;
Industry Setting: Beverage industry List Price: $100.00 Technology
Number of Employees: 500 Year New: 2005 Length: 20p
Gross Revenues: $500 million Supplementary Materials: Teaching
Note, (503095), 17p, by Youngme Moon Product Type: Case (Field) sports; Book publishing; Cellphone; Film
Abstract: In the summer of 1996, industry; Media; Telecommunications
503S82 Masao Morita, president of Sony industry
Title: Sony AIBO: The World's First Personal Mobile Communication Co., Number of Employees: 163,000
Entertainment Robot, Spanish Version contemplated how to formulate its Gross Revenues: $75 billion
Author(s): Moon, Youngme multinational marketing strategy for the Event Year Start: 2007
Publication Date: 08/16/2001 fast-changing car navigation systems Event Year End: 2007
Revision Date: 04/23/2003 market. Morita needed to resolve the Subjects: NO
Product Type: LACC Case conflicting views within his company SUBJECTS(KEYWORDS)
Abstract: The Sony AIBO is the world's regarding several key issues, including Length: 20p
first "entertainment" robot. Positioned as geographical market focus, product Year New: 2008
a household "companion," the $1,500 selection, and standard setting.
AIBO has become a smash hit in Japan, Geographic Setting: Japan; Europe; 505024
appealing to both the young and the old, United States Title: Sony EyeToy
including those with little technical Industry Setting: Electronics industry Author(s): Elberse, Anita; Moon,
expertise. In the United States, the AIBO Gross Revenues: $43 billion revenues Youngme
is in hot demand among "techies" Subjects: Innovation; International Publication Date: 07/28/2004
infatuated with high-tech gadgets; marketing; Japan; Marketing strategy; Revision Date: 03/08/2007
however, it has yet to catch on with the Product introduction Product Type: Case (Field)
mainstream. The task for Takeshi Length: 34p Abstract: In early 2004, less than a year
Yazawa, VP and general manager of Supplementary Materials: Teaching after its launch, Sony's EyeToy, a unique
Sony Entertainment Robot America, is to Note, (598082), 12p, by John A. Quelch video gaming concept, had become a
figure out how to market the AIBO to the tremendous success across Europe.
American masses. 508071 Developed for use with Sony's
Geographic Setting: California Title: Sony Digital Entertainment, Japan PlayStation 2 console, the revolutionary
Industry Setting: Robotic Author(s): Elberse, Anita technology allowed users standing in
Number of Employees: 181,800 Publication Date: 03/04/2008 front of a small camera to interact with
Gross Revenues: $58.5 billion Revision Date: 11/12/2008 game objects appearing on a television
revenues Product Type: Case (Field) screen just by moving their bodies. Sales
Subjects: Innovation; Japan; Abstract: It is late 2007. So-called cell for the first EyeToy product ("Play"), a
Technology phone ("keitai") novels have turned into bundle of the camera and software,
Length: 23p an extremely popular form of exceeded all expectations. However,
entertainment on the go in Japan, in sales for the second product ("Groove")
506S01 particular among young, female readers. were disappointing. Was it time for the
Title: Sony Corp.: Car Navigation In fact, consisting mostly of love stories EyeToy team to rethink its product
Systems, Spanish Version written by amateurs in short sentences development and marketing strategy?
Author(s): Quelch, John A.; Fujikawa, and containing little plot or character How could the team sustain EyeToy's
Yoshinori development, cell phone novels initial success and prove that the
Publication Date: 10/20/2096 republished in book form and even concept was not a fad?
Revision Date: 01/14/1998 remade as movies have come to Geographic Setting: Europe
Product Type: LACC Case dominate mainstream media content. At Industry Setting: Videogame
Abstract: In the summer of 1996, media giant Sony, Ken Munekata, CEO Number of Employees: 162,000
Masao Morita, president of Sony of Sony Pictures Entertainment (SPE), Gross Revenues: $62 billion revenues
Personal Mobile Communication Co., and Atsushi Fukuda, President of Sony Event Year Start: 2004
contemplated how to formulate its Digital Entertainment (SDE), are Event Year End: 2004
multinational marketing strategy for the attempting to craft an adequate Subjects: Brand management;
fast-changing car navigation systems response. After establishing SDE as a Communication strategy; Consumer
market. Morita needed to resolve the 100% subsidiary of Sony Japan, they goods; Consumer marketing;
conflicting views within his company now develop a wide range of digital Entertainment industry; Europe;
regarding several key issues, including content offerings for mobile phone users, Innovation; Market positioning; Market
geographical market focus, product mostly original content "made in Japan"-- segmentation; Marketing strategy;
selection, and standard setting. including keitai novels. But can SDE's Product development
Geographic Setting: Europe; Japan; subscription model compete in a market Length: 23p
United States dominated by free keitai novel offerings? Supplementary Materials: Teaching
Industry Setting: Electronics industry And, more generally, do Sony's current Note, (505074), 19p, by Youngme Moon,
Gross Revenues: $43 billion revenues keitai initiatives move the company in Anita Elberse
Subjects: NO the right strategic direction? Allows for Year New: 2005
SUBJECTS(KEYWORDS) an in-depth examination of viable
Length: 36p business models for established media 9-508-076
Year New: 2006 companies competing in digital markets Title: Sony PlayStation 3: Game Over?
dominated by user-generated, Author(s): Ofek, Elie
advertising-supported content. Also Publication Date: 03/10/2008
597032
enables an assessment of the Revision Date: 04/14/2008
Title: Sony Corp.: Car Navigation
economics of producing and distributing Product Type: Case (Library)
Systems
traditional films and books versus digital Abstract: Outlines the challenges faced
Author(s): Quelch, John A.; Fujikawa,
(cell phone) content. by Sony with the launch of its
Yoshinori
Geographic Setting: Japan PlayStation 3. Information on the 2006
Industry Setting: Arts, entertainment & and 2007 holiday seasons and the
success of rival consoles is outlined. In revenues Aimee L.

addition, the case allows examining the Subjects: Entertainment industry; Home Publication Date: 06/12/1990
costs and revenues associated with a entertainment equipment; Innovation; Revision Date: 08/29/1994
business model based on the sale of the Japan; New product marketing Product Type: Case (Field)
hardware and game titles. Can be used Length: 29p Abstract: Management is attempting to
with "Home Video Games: Generation penetrate the California retail grocery
Seven" (505-072), which provides KEL195 market with the company's line of all-fruit
supplementary information on the Title: Sony-FIFA Partnership Marketing preserves. Substantial up-front fees
industry. Program: The Value of Sponsorship (slotting allowances) have been
Industry Setting: Game industry; Author(s): Jeffery, Mark; Mishra, requested by the chains. Management
Publishing industry Saurabh must decide how to respond.
Event Year Start: 2006 Publication Date: 06/01/2006 Geographic Setting: United States
Event Year End: 2008 Product Type: Case (Field) Industry Setting: Food industry
Subjects: NO Abstract: On April 6, 2005, Sony Company Size: small
SUBJECTS(KEYWORDS) Corporation announced the signing of a Gross Revenues: $6 million revenues
Length: 26p global partnership program contract with Subjects: Distribution; Food; Marketing
Year New: 2008 the Federation Internationale de Football strategy; Sales promotions
Association (FIFA) and the organizer of Length: 15p
502016 the FIFA World Cup. The contract, which Supplementary Materials: Teaching
Title: Sony PlayStation2 (A) represented the first global marketing Note, (591063), 8p, by John A. Quelch,
Author(s): Deshpande, Rohit; and communications platform for the Paul W. Farris
Schulman, Seth M. Sony Group, would run from 2007 to
Publication Date: 08/07/2001 2014 with a contract value (excluding 580107
Revision Date: 09/25/2002 services and product leases) of 33.0 Title: Sources of External Marketing
Product Type: Case (Library) billion yen (approximately $305 million). Data
Abstract: In early 1999, the president of This was a very significant marketing Author(s): Corey, E. Raymond;
Sony Computer Entertainment, Inc., had investment for Sony, since the cost of Daniells, Lorna M.
to determine the appropriate U.S. launch event sponsorship with advertising was Publication Date: 03/01/1980
strategy for the next-generation video typically two or three times the cost of Revision Date: 09/29/1986
game player, Sony PlayStation2. the sponsorship rights; hence, Sony Product Type: Miscellaneous
Despite the success of the original was potentially investing a billion dollars Educational Material
PlayStation1, new competitors and an or more on FIFA-related marketing Abstract: An annotated bibliography of
uncertain consumer environment make campaigns over the next several years. basic statistical and marketing
the launch difficult. A rewritten version of Many Sony senior executives were information sources and services meant
an earlier case. questioning the return on investment to help students and business
Geographic Setting: Japan (ROI) of the FIFA sponsorship researchers who are undertaking a
Industry Setting: Videogame opportunity. business, economic or market research
Gross Revenues: $56.6 billion Geographic Setting: Global project. It describes and discusses
revenues Industry Setting: Consumer sources of U.S. government statistics,
Subjects: Entertainment industry; Home electronics; Sports industry nongovernment statistics, industry
entertainment equipment; Innovation; Subjects: NO statistics, foreign statistics; marketing
Japan; New product marketing SUBJECTS(KEYWORDS) guides and services, advertising
Length: 27p Length: 18p statistics, forecasting sources; basic
reference tools such as bibliographies,
9-505-P01 503S03 indexes, directories, data banks, names
Title: Sony PlayStation2 (A), Portuguese Title: Sorrell Ridge: Slotting of marketing periodicals and
Version Allowances, Spanish Version associations.
Author(s): Deshpande, Rohit; Author(s): Quelch, John A.; Stern, Industry Setting: Information services
Schulman, Seth M. Aimee L. Subjects: Forecasting; Industry
Publication Date: 08/07/2001 Publication Date: 06/12/1990 structure; Information services; Market
Revision Date: 09/25/2002 Product Type: LACC Case research; Polls & surveys
Product Type: LACC Case Abstract: Management is attempting to Length: 67p
Abstract: In early 1999, the president of penetrate the California retail grocery
Sony Computer Entertainment, Inc., had market with the company's line of all-fruit 900A24
to determine the appropriate U.S. launch preserves. Substantial up-front fees Title: South African Breweries
strategy for the next-generation video (slotting allowances) have been International: Devising a China Market
game player, Sony PlayStation2. requested by the chains. Management Strategy
Despite the success of the original must decide how to respond. Author(s): Dawar, Niraj; Everatt, Donna
PlayStation1, new competitors and an Geographic Setting: United States Publication Date: 09/26/2000
uncertain consumer environment make Industry Setting: Food industry Product Type: Case (Field)
the launch difficult. Teaching Purpose: Company Size: small Publisher: Richard Ivey School of
Positioning of a line extension, Subjects: Distribution; Food; Marketing Business/UWO
sustainability of marketing strategy, and strategy; Sales promotions Abstract: South African Breweries
global market competition. A rewritten Length: 19p (SAB) was the only profitable
version of an earlier case. international brewer in the crowded and
Geographic Setting: Japan 591011 hyper-competitive beer market in China.
Industry Setting: Videogame Title: Sorrell Ridge: Slotting Allowances SAB's keen understanding of emerging
Gross Revenues: $56.6 billion Author(s): Quelch, John A.; Stern, market environments allowed it to
develop a unique strategy for the profitability in early 1973, when its major make additional decisions on marketing
Chinese market that resulted in large competitor halves fares on Southwest's strategy with both short- and long-range
market shares in each of the provinces major route. Management wonders what implications. Southwest Airlines (C)
in which it was present. However, it response to make. Exhibits include cost should not be used with this case. May
served only 5% of China's immense and revenue data. Southwest Airlines be used with: (575060) Southwest
population. The managing director was (C), which may be used as an alternative Airlines (A).
faced with decisions: how to expand to to the (A) case, focuses on advertising Geographic Setting: Texas
other markets where SAB's approach and promotional strategy through June Industry Setting: Airline industry
would be replicated, how SAB could 1971. Company Size: small
expand its successful business model to Geographic Setting: Texas Gross Revenues: $6 million sales
new markets, and what would happen Industry Setting: Airline industry Subjects: Advertising strategy; Airlines;
when it ran head-to-head with a global Company Size: small Development stage enterprises;
giant or a well-positioned local Gross Revenues: $6 million sales Marketing strategy; Pricing strategy;
competitor. Subjects: Advertising strategy; Airlines; Public relations; Services
Geographic Setting: China Development stage enterprises; Length: 7p
Industry Setting: Wholesale Marketing strategy; Pricing strategy; Supplementary Materials: Teaching
Company Size: large Public relations; Services Note, (575134), 12p, by Christopher H.
Subjects: Brands; China; Corporate Length: 29p Lovelock; Case Video, (883510), 10 min,
strategy; Emerging markets; Marketing Year New: 2008 by Christopher H. Lovelock
strategy
Length: 23p 575060 575118
Title: Southwest Airlines (A) Title: Southwest Airlines (C)
508034 Author(s): Lovelock, Christopher H. Author(s): Lovelock, Christopher H.
Title: South Dakota Wheat Growers Publication Date: 12/01/1974 Publication Date: 05/01/1975
Author(s): Bell, David E.; Shelman, Revision Date: 02/19/1985 Revision Date: 05/01/1982
Mary Product Type: Case (Field) Product Type: Case (Field)
Publication Date: 01/03/2008 Abstract: Southwest Airlines, a small Abstract: Southwest Airlines, a small
Revision Date: 02/11/2008 intrastate carrier serving Dallas, Houston intrastate carrier, has just completed its
Product Type: Case (Field) and San Antonio, begins service in 1971 first year of operations in June 1972 and
Abstract: As a farmer-owned in the face of competition by two larger, management is debating what
cooperative, South Dakota Wheat entrenched airlines. Improved quality advertising and promotional strategy to
Growers (SDWG) serves the needs of its service, lower prices, and innovative adopt for the future. Southwest has
3,600 active farmer-members by advertising and promotional strategy successfully broken into a market
supplying farm inputs and organizing the bring Southwest to the brink of dominated by two larger airlines and
marketing and transportation of grain profitability in early 1973, when its major gained a significant market share
produced in the co-op's service territory. competitor halves fares on Southwest's through improved quality service, lower
For almost 80 years, the majority of major route. Management wonders what prices and other innovations, supported
grain was shipped out of the area by rail response to make. Exhibits include cost by heavy advertising and other
to markets in the East and the Pacific and revenue data. Southwest Airlines promotions. However, it is still not
Northwest. However, the recent (C), which may be used as an alternative making money. Illustrates development
expansion in ethanol production is to the (A) case, focuses on advertising and introduction of a new consumer
changing the pattern of grain flow along and promotional strategy through June service and advertising and promotional
with stimulating the local farm economy. 1971. May be used with: (575061) strategy. Exhibits emphasize advertising
SDWG's management and producer Southwest Airlines (B); (575135) copy, including a centerfold. Another
board must decide how to continue to Southwest Airlines (D). version of this case, Southwest Airlines
meet the needs of their producer-owners Geographic Setting: Texas (A), takes the action up through
under the new conditions. Industry Setting: Airline industry February 1973, includes more details on
Industry Setting: Agribusiness; Company Size: small pricing, and is designed for teaching
Agriculture industry Gross Revenues: $6 million sales marketing programs.
Subjects: NO Subjects: Advertising strategy; Airlines; Geographic Setting: Texas
SUBJECTS(KEYWORDS) Development stage enterprises; Industry Setting: Airline industry
Length: 40p Marketing strategy; Pricing strategy; Company Size: small
Year New: 2008 Public relations; Services Gross Revenues: $6 million sales
Length: 26p Subjects: Advertising strategy; Airlines;
502S11 Supplementary Materials: Teaching Development stage enterprises;
Title: Southwest Airlines (A), Spanish Note, (575134), 12p, by Christopher H. Marketing strategy; Pricing strategy;
Version Lovelock; Case Video, (883510), 10 min, Public relations; Services
Author(s): Lovelock, Christopher H. by Christopher H. Lovelock Length: 19p
Product Type: LACC Case 575061 Note, (576093), 15p, by Christopher H.
Abstract: Southwest Airlines, a small Title: Southwest Airlines (B) Lovelock
intrastate carrier serving Dallas, Houston Author(s): Lovelock, Christopher H.
and San Antonio, begins service in 1971 Publication Date: 12/01/1974 575135
in the face of competition by two larger, Product Type: Case (Field) Title: Southwest Airlines (D)
entrenched airlines. Improved quality Abstract: Describes Southwest's Author(s): Lovelock, Christopher H.
service, lower prices, and innovative response to a competitive fare cut and Publication Date: 09/01/1975
advertising and promotional strategy the results, bringing the action up to late Revision Date: 06/21/1984
bring Southwest to the brink of March 1973, when management must Product Type: Case (Field)
Abstract: After 18 months of deficit economies and successes--all of which of a medium-sized diversified company.
operations, Southwest Airlines stands on can threaten a company's survival. As Each of the four particular divisions
the brink of profitability. Selective David Aaker shows in Spanning Silos, involved competes in segments of the
application of discount fares has the unfettered decentralization that scientific instrument and apparatus
contributed to a rapid growth in market produces silos is no longer feasible in industry. Focuses on the process by
share. Then, in February 1973, its major today's marketplace. It's up to chief which strategic plans are developed as
competitor halves all fares on marketing officers to break down silo well as the content of the plans
Southwest's principal route. walls to foster cooperation and synergy. themselves. Among the issues to be
Management must decide how to This isn't easy: silo teams guard their resolved are the possible integration of
respond. Exhibits detail Southwest's cost autonomy vigorously. As proof of their currently separate divisional activities,
structure plus passenger and flight power, consider the fact that the average allocation of resources to the various
statistics for Southwest and competitors. CMO tenure is just twenty-three months. product lines, and choice of industry
May be used with: (575061) Southwest How to proceed? Drawing on interviews segments in which to compete in the
Airlines (B); (575118) Southwest with CMOs, Aaker explains how to: long term.
Airlines (C). Strengthen your credibility with silo Geographic Setting: United States
Geographic Setting: Texas teams and your CEO; Use cross- Company Size: mid-size
Industry Setting: Airline industry functional teams and other strategic Gross Revenues: $100 million sales
Company Size: small linking devices; Foster communication Subjects: Acquisitions; Instruments;
Gross Revenues: $6 million sales across silos; Select the right CMO role-- Marketing planning; Strategic planning
Subjects: Advertising strategy; Airlines; from facilitator to strategic captain; Length: 29p
Cost accounting; Development stage Develop common planning processes;
enterprises; Marketing strategy; Pricing Adapt your brand strategy to silo units; 576218
strategy; Public relations; Services Allocate marketing dollars strategically Title: Speer Industries, Inc. (B)
Length: 15p across silos; and Develop silo-spanning Author(s): Abell, Derek F.
Supplementary Materials: Teaching marketing programs. In this age of Publication Date: 04/13/1976
Note, (576149), 14p, by Christopher H. dynamic markets, new media, and Revision Date: 04/20/1978
Lovelock; Case Video, (883510), 10 min, globalization, getting the different parts Product Type: Case (Field)
by Christopher H. Lovelock of your organization to collaborate is Abstract: Presents company produced
more critical--and more difficult--than "industry study" of broad trends and
883510 ever. This book gives you the road map changes in the instrumentation and
Title: Southwest Airlines: Interview with you need to accomplish that feat. apparatus market. It is to be used in
Lamar Muse, January 1978, Video Subjects: NO conjunction with Speer Industries, Inc.
Author(s): Lovelock, Christopher H. SUBJECTS(KEYWORDS) (C) in a single class session.
Product Type: Case Video List Price: $29.95 Company Size: mid-size
Abstract: Presents an interview, made Year New: 2007 Gross Revenues: $100 million sales
shortly before Mr. Muse left the airline, Subjects: Acquisitions; Instruments;
concerning how he responded to the 587120 Marketing planning; Strategic planning
Braniff fare cut during the great Texas Title: Specialties vs. Commodities: The Length: 12p
Air War in spring 1973. His pithy and Battle for Profit Margins
direct comments are invariably very well Author(s): Shapiro, Benson P. 576219
received by class participants. Publication Date: 03/26/1987 Title: Speer Industries, Inc. (C)
Instructors may also wish to distribute Revision Date: 04/23/1987 Author(s): Abell, Derek F.
Southwest Airlines (B) a short sequel to Product Type: Note Publication Date: 04/13/1976
either the (A) or (D) cases, as a followup Abstract: Explains the differences Revision Date: 05/07/1976
to the videotape. (This videotape is in between commodities and specialties Product Type: Case (Field)
black and white.) Must be used with: and defines four different types of Abstract: Describes the series of events
(575060) Southwest Airlines (A); specialty products. The analysis is that occurred at Speer in the course of
(575061) Southwest Airlines (B); customer oriented. Special attention is attempting to develop strategic plans for
(575135) Southwest Airlines (D). given to the distinctions between each of Speer's scientific product
Subjects: Advertising strategy; Airlines; functions (product- ) and relationship divisions.
Marketing strategy; Pricing strategy; (vendor-oriented) specialties and to the Geographic Setting: United States
Services degradation of those specialty markets Company Size: mid-size
Length: 10 min to commodities. Gross Revenues: $100 million sales
List Price: $150.00 Subjects: Commodity markets; Subjects: Acquisitions; Instruments;
Industrial markets; Industry structure; Marketing planning; Strategic planning
2876 Market segmentation; Market structure; Length: 19p
Title: Spanning Silos: The New CMO Marketing strategy
Imperative Length: 18p
576236
Author(s): Aaker, David A. Title: Speer Industries, Inc. (D)
Publication Date: 10/21/2008 576217 Author(s): Abell, Derek F.
Product Type: HBS Press Book Title: Speer Industries, Inc. (A) Publication Date: 05/04/1976
Abstract: Powerful product, country, Author(s): Abell, Derek F. Product Type: Case (Field)
and functional silos are jeopardizing Publication Date: 04/13/1976 Abstract: Details the strategic plans
companies' marketing efforts. Because Revision Date: 01/10/1977 presented by each of Speer's scientific
of silos, firms misallocate resources, Product Type: Case (Field) product divisions. All of the issues
send inconsistent messages to the Abstract: Deals with the development of originally posed in the (A) case are now
marketplace, and fail to leverage scale overall strategic plans for four divisions confronted again as management
attempts to develop an overall strategic you reengineer, do you really Subjects: Customer relations; Industrial
approach for the group and for individual understand what your customers value markets; Innovation; Market
product lines. about your products or services--and segmentation; Marketing strategy;
Geographic Setting: United States why? If you don't get close enough to Strategy formulation
Company Size: mid-size your customers to see your business Length: 20 min
Gross Revenues: $100 million sales through their eyes, you risk destroying List Price: $395.00
Subjects: Acquisitions; Instruments; the very things that make your products
Marketing planning; Strategic planning and services unique. Commoditization F0504C
Length: 35p sets in, and your margins slip into a Title: The Spielberg Variables
downward spiral. This video looks at Author(s): Kastenholz, John
94103 what it takes to understand your Publication Date: 04/01/2005
Title: Spend a Day in the Life of Your customers' needs--and set your Product Type: Harvard Business
Customers company ahead of the competitive pack. Review Article
Author(s): Gouillart, Francis J.; The story of Zeneca Ag Products, a Abstract: Unilever applies the principles
Sturdivant, Frederick D. supplier of products to the agricultural of feature film directing and editing to
Publication Date: 01/01/1994 industry, sounds a wakeup call about turn so-so commercials into winners.
Product Type: Harvard Business how important it is that managers even Geographic Setting: Albuquerque, NM
Review Article at top levels deepen their knowledge of Industry Setting: Advertising industry
Abstract: A senior executive's customer needs. The discussion Subjects: Advertising; Marketing
instinctive capacity to empathize with generates a self-audit of customer strategy
and gain insights from customers is the knowledge at your company. This Length: 1p
single most important skill he or she can program will enrich discussions of how Year New: 2005
use to direct a company's strategic to differentiate products and services in
posture. Yet most top managers at a competitive market, identify products
BH229
industrial companies consider customer or services that customers do not value,
Title: Sponsorship Relationships as
contact the bailiwick of sales and and understand customer needs.
Strategic Alliances: A Life Cycle Model
marketing staff. And even if they do Subjects: Customer relations; Industrial
Approach
believe market focus is a priority, most markets; Innovation; Market
Author(s): Urriolagoitia, Lourdes;
retain only limited contact with segmentation; Marketing strategy;
Planellas, Marcel
consumers as their organizations grow, Strategy formulation
relying instead on subordinates' reports Length: 20 min
Product Type: Business Horizons
to define and sense the market for them. List Price: $395.00
Article
Such approaches are dangerous. First, Publisher: Business Horizons/Indiana
most industrials define "customer" as the 6882B University
next entity in the distribution channel and Title: Spend a Day in the Life of Your Abstract: In recent years, academics
requisition reports accordingly. But to get Customers - VHS/PAL and practitioners have recognized that
a true sense of the market, senior Author(s): Gouillart, Francis J.; sponsorship relationships operate as
executives should consider the wants Sturdivant, Frederick D. strategic alliances. Additionally, they
and needs of every step in the Publication Date: 06/20/1996 have emphasized the lack of analytical
distribution chain. Another danger is that Product Type: Video approaches which allow an
senior executives at industrial concerns Abstract: Are you cutting costs and understanding of the developmental
often confuse information with streamlining in the right places? Before process of such alliances. In an attempt
knowledge. Managers faced with too you reengineer, do you really to fill this gap, examines how key
much general market data tend to understand what your customers value sponsorship characteristics change over
average results, blur boundaries, and about your products or services--and different stages of the life cycle
miss distinct, segmented market why? If you don't get close enough to (formation, operation, and outcome) to
opportunities. Finally, unless senior your customers to see your business determine the success or failure of the
executives make market focus a through their eyes, you risk destroying relationship. Specifically, proposes a life
strategic priority, they will not be the very things that make your products cycle model that articulates general
motivated to initiate organizational and services unique. Commoditization paths in sponsorship relationship
change. sets in, and your margins slip into a developmental stages and the behavior
Subjects: Customer relations; downward spiral. This video looks at pattern of sponsorship characteristics.
Executives; Industrial markets; Market what it takes to understand your Throughout this framework, illustrates
segmentation; Marketing strategy customers' needs--and set your the reasoning with examples drawn from
Length: 10p company ahead of the competitive pack. the UBS/Team Alinghi sponsorship
BESTSELLER The story of Zeneca Ag Products, a relationship.
supplier of products to the agricultural Subjects: NO
6882A industry, sounds a wakeup call about SUBJECTS(KEYWORDS)
Title: Spend a Day in the Life of Your how important it is that managers even Length: 10p
Customers - VHS/NTSC (N. America) at top levels deepen their knowledge of Year New: 2007
Author(s): Gouillart, Francis J.; customer needs. The discussion
Sturdivant, Frederick D. generates a self-audit of customer
599038
Publication Date: 06/20/1996 knowledge at your company. This
Title: Sports Agents: Is There a Firm
Product Type: Video program will enrich discussions of how
Advantage?
Medium: Videotape to differentiate products and services in
Author(s): Greyser, Stephen A.; Harris,
Format: 1/2-inch V a competitive market, identify products
Brian
Abstract: Are you cutting costs and or services that customers do not value,
streamlining in the right places? Before and understand customer needs.
Abstract: Focuses on the decision of a 584143 sales more quickly, explains why it is so
young tennis player on what kind of Title: Springs Industries: Apparel important to create early "buzz" in a new
agent to have as his representative. The Fabrics Division market, and helps the user balance
choice is between someone in a large Author(s): Cespedes, Frank V. scarce marketing and sales investments
sports management/marketing firm and Publication Date: 04/25/1984 with faster returns. Included are detailed
an independent agent representing a Revision Date: 07/30/1985 slides, a learning guide, and Microsoft
small number of individual athletes. Product Type: Case (Field) Excel templates to assist you in applying
Outlines the roles and duties of agents Abstract: The president of the apparel the material to your own organization.
and sports management firms. fabrics division of a large U.S. textile firm Subjects: Market definition; Market
Geographic Setting: United States is considering how to increase the selection; Marketing implementation;
Industry Setting: Professional sports division's international sales. Decisions Marketing strategy; Product
teams & organizations concern the division's distribution management; Sales management; Sales
Subjects: Careers & career planning; channels in the United Kingdom, strategy
Marketing strategy; Sports management of a major account, and Length: 60 min
Length: 7p market selection and product policy for
the division's international marketing 98M002
F0709E efforts. Concerns international marketing Title: Ssangyong Corp.
Title: Sports Sponsorship to Rally the issues such as the impact of currency Author(s): Beamish, Paul W.; Jun,
Home Team fluctuations on pricing and the evolution Yongwook; Sharp, David J.; Choi,
Author(s): Farrelly, Francis J.; Greyser, of an industry to global competition. Chang-Bum
Stephen A. Geographic Setting: United States; Publication Date: 03/13/1998
Publication Date: 09/01/2007 United Kingdom; France Revision Date: 10/03/2002
Product Type: Harvard Business Industry Setting: Apparel & textile Product Type: Case (Field)
Review Article industries Publisher: Richard Ivey School of
Abstract: Companies are beginning to Company Size: Fortune 500 Business/UWO
use their brand-enhancing sponsorship Gross Revenues: $800 million sales Abstract: In May 1996, Ssangyong
of teams and events internally, to Subjects: Distribution channels; Corp., a major Korean general trading
motivate employees or facilitate major International marketing; Marketing company (GTC), needed to refocus its
structural change. Sports-related implementation; Marketing strategy; trading business to better adapt to the
communications and incentives can Product planning & policy; Textiles current environment. The Korean
create cohesion and foster pride in the Length: 22p manufacturers' departure-from-traders
company. Supplementary Materials: Teaching phenomenon had led to fierce
Subjects: NO Note, (584144), 29p, by Frank V. competition among traders and
SUBJECTS(KEYWORDS) Cespedes weakened GTCs' bargaining power over
Length: 4p manufacturers. The first issue requiring
Year New: 2007 999004 resolution was whether and how
Title: Sprint Sell to Close Sales Quickly Ssangyong's existing product-market
2510 Author(s): Shapiro, Benson P. portfolio might be redefined. A second
Title: The Springfield Nor'easters: Publication Date: 01/15/2001 issue was how to further internationalize
Maximizing Revenues in the Minor Revision Date: 10/24/2001 its trading operation. A third issue was
Leagues Product Type: Note how to decide which new businesses
Author(s): Cespedes, Frank V.; Abstract: This case explains the Ssangyong should pursue.
Lovelock, Christopher H.; Winig, Laura importance of closing sales quickly and Industry Setting: Wholesale
Publication Date: 07/25/2008 provides a framework for managing the Company Size: large
Revision Date: 12/15/2008 marketing and sales efforts to achieve Subjects: Competition; Globalization;
Product Type: Case success. It covers strategic sales Korea; Market entry; Product portfolio
Abstract: The marketing director of a management tools; related pricing, management; Wholesaling
new minor-league baseball team must finance, product line and service Length: 17p
design, conduct, and then interpret portfolio issues; and selling tactics to Supplementary Materials: Teaching
survey research to determine optimal provide a comprehensive and complete Note, (898M02), 12p, by Paul W.
ticket pricing that will yield large approach. Beamish, Yongwook Jun, Chang-Bum
attendance figures and contribute to the Subjects: Market entry; Market Choi
owner's goal of breaking even in the first selection; Marketing implementation;
year of play. The pricing assignment Product portfolio management; Sales 581080
becomes more challenging when other management; Sales strategy Title: Ssangyong-Scott (A)
variables like concessions revenue are Length: 25p Author(s): Malone, Claudine B.;
considered. Students are asked to Newbold M
complete a quantitative assignment as 1504C Publication Date: 01/23/1981
part of case analysis, but they must Title: Sprint Selling and Turbo-Charged Revision Date: 10/02/1981
grapple with less quantifiable factors as Market Development Product Type: Case (Field)
well. Author(s): Shapiro, Benson P. Abstract: How should Scott Paper
Subjects: NO Publication Date: 08/21/2002 handle the problems it faces as it
SUBJECTS(KEYWORDS) Product Type: Faculty Seminar Video initiates its joint venture market entry
Length: 13p Abstract: In this program, Harvard program in the politically and
Supplementary Materials: Teaching Business School Professor Benson economically uneasy country of South
Note, (2511), 9p, by Frank V. Cespedes, Shapiro provides a framework for Korea. Will Ssangyong's "good
Christopher H. Lovelock, Laura Winig understanding the development of new relationship" with the government help
markets. He explores ways to close now that President Park is gone?
Industry Setting: Paper industry store retailing; Retailing; Services measurement

Subjects: International marketing; Joint Length: 22p Length: 27p
ventures; Korea; Market entry; Paper Supplementary Materials: Teaching Supplementary Materials: Teaching
industry Note, (587051), 22p, by Patrick J. Note, (577195), 8p, by Christopher H.
Length: 26p Kaufmann Lovelock
576113 7374 92411

Title: St. Joseph Bank & Trust Co. Title: Standing Room Only: Strategies Title: Staple Yourself to an Order
Author(s): Greyser, Stephen A.; for Marketing the Performing Arts Author(s): Shapiro, Benson P.; Rangan,
Quelch, John A. (Hardcover) V. Kasturi; Sviokla, John J.
Publication Date: 12/09/1975 Author(s): Kotler, Philip; Scheff, Joanne Publication Date: 07/01/1992
Product Type: Case (Field) Publication Date: 12/05/1996 Product Type: Harvard Business
Abstract: Marketing vice president of a Product Type: HBS Press Book Review Article
major Indiana bank must choose Abstract: The authors apply the full Abstract: Every customer's experience
between alternative media allocation spectrum of marketing principles to an is determined by the order management
strategies in the light of the bank's industry that has long resisted them--the cycle or "OMC": the ten steps, from
historical strategy, a dynamic performing arts. Drawing on a wide planning to postsales service, that define
competitive situation, and budget variety of primary and secondary a company's business systems. In the
constraints. sources, the authors review all of the key OMC, every time the order is handled,
Geographic Setting: Indiana marketing functions--from segmentation the customer is handled. And every time
Industry Setting: Commercial banking to pricing to public relations--in the the order sits unattended, the customer
Gross Revenues: $171 million assets context of arts management, illustrated sits unattended. Yet, to most senior
Subjects: Advertising; Advertising through numerous examples. They executives, the details of the OMC are
media; Banking; Marketing strategy; argue that by embracing fundamental invisible. When managers take the time
Services marketing principles and launching to track each step of the OMC, they'll
Length: 17p innovative marketing strategies, music, come into contact with critical people like
theater, and dance organizations can customer service representatives,
586017 fulfill their artistic missions while building production schedulers, order processors,
Title: Stafford Catalog Showrooms strong customer bases. and shipping clerks. Managers who
Author(s): Salmon, Walter J.; Industry Setting: Arts administration; "staple themselves to an order" will not
Kaufmann, Patrick J. Entertainment industry; Performing arts only move horizontally across their own
Publication Date: 07/11/1985 Subjects: Arts administration; organization, charting gaps and building
Revision Date: 01/11/1989 Entertainment industry; Market analysis; information bridges; they'll also see the
Product Type: Case (Field) Market segmentation; Marketing company from the customer's
Abstract: Stafford Catalog Showrooms planning; Marketing strategy; Nonprofit perspective.
was a chain of ten catalog showroom accounting; Nonprofit marketing; Subjects: Customer relations; Customer
style retail outlets operating primarily in Nonprofit organizations service; Marketing implementation;
the midwest. The catalog showroom Length: 576p Operations management; Order
industry had experienced rapid growth in List Price: $60.00 processing
the 1970s, but during the early 1980s Length: 9p
increasing competition within the 575071
industry and from discount and Title: Stanford University: The Annual 593034
department stores had significantly Fund Title: Staples, Inc.
reduced profits. Stafford had recorded Author(s): Lovelock, Christopher H. Author(s): Bell, David E.
net losses for the previous two years Publication Date: 01/01/1975 Publication Date: 09/28/1992
and was under pressure from its parent Revision Date: 10/01/1980 Revision Date: 07/14/1993
company to regain profitability. In 1985, Product Type: Case (Field) Product Type: Case (Field)
Stafford's CEO was faced with a Abstract: The director of Stanford Abstract: Staples is dissatisfied with the
decision regarding the future of the University's annual fund is reviewing the merchandising of its office furniture. The
showrooms in two specific markets, as fund's performance during 1973-74. He case reviews the situation, allowing
well as the formulation of a long range wonders what changes to make in the students to consider whether the
strategy for the chain. This case forthcoming year, relative to category should be dropped or changed.
provides an opportunity to examine the identification and solicitation of Permits consideration of the portfolio of
strategy a retailer must employ to prospects and organization of fund- products a positioning implies, and
reestablish a once highly profitable raising activities. Particular concerns encourages a discussion on
niche. It permits analysis of competition, include the possible effects of both merchandising this particular category.
merchandising, and operations within inflation and recession, as the impact of Geographic Setting: United States
the catalog showroom industry a major capital campaign on annual Industry Setting: Office supplies
generally, and at the company and store giving. Strong emphasis on market industry
level. It can be taught in a retailing or segmentation. Exhibits (20p) include Company Size: large
general marketing course. statistical information on giving trends by Gross Revenues: $550 million
Geographic Setting: Midwestern United different groups and copies of guidelines revenues
States for volunteer fundraisers at Stanford. Subjects: Furniture; Merchandising;
Industry Setting: Catalog industry Geographic Setting: California Office equipment; Product positioning;
Company Size: small Industry Setting: Education industry Retailing
Gross Revenues: $40 million sales Subjects: Higher education; Market Length: 29p
Subjects: Marketing management; segmentation; Marketing strategy; Supplementary Materials: Teaching
Marketing strategy; Merchandising; Non- Nonprofit organizations; Performance
Note, (593093), 5p, by David E. Bell Geographic Setting: United States Knight-Ridder, Inc. Ellis supported the
Industry Setting: Coffee creation of an experimental electronic
98M006 Number of Employees: 60,000 edition covering the Susan Smith murder
Title: Starbucks Gross Revenues: $3.3 billion revenues trial. The experimental edition has
Author(s): Crossan, Mary M.; Kachra, Subjects: Beverages; Customer evolved into a daily electronic edition
Ariff retention; Customer service; Market called The CyberState. However, lack of
Publication Date: 06/18/1998 research advertiser interest and recent financial
Revision Date: 10/07/2002 Length: 20p pressures from increasing newsprint
Product Type: Case (Field) Supplementary Materials: Teaching costs have generated internal pressure
Publisher: Richard Ivey School of Note, (504089), 19p, by Youngme Moon, to scale back or eliminate The
Business/UWO John A. Quelch; Case Video, (505705), CyberState. Ellis must determine the
Abstract: Starbucks is faced with the 10 min, by John A. Quelch; Case Video, appropriate level of funding and
issue of how it should leverage its core DVD, (505710), 10 min, by John A. establish various performance goals for
competencies against various Quelch; Case Video, Streaming, (1-179- fiscal year 1996.
opportunities for growth, including 9), 10 min, by John A. Quelch Geographic Setting: Columbia, SC
introducing its coffee in McDonalds, Year New: 2004 Industry Setting: Newspaper
pursuing further expansion of its retail Number of Employees: 650
operations, and leveraging the brand 505S04 Gross Revenues: $90 million revenues
into other product areas. The case is Title: Starbucks: Delivering Customer Subjects: Forecasting; Marketing
written so that students need to first Service, Spanish Version strategy; Newspapers; Product
identify where Starbucks' competencies Author(s): Moon, Youngme; Quelch, introduction
lie along the value chain, and then John A. Length: 29p
assess how well those competencies Publication Date: 07/31/2003 Supplementary Materials: Teaching
can be leveraged across the various Revision Date: 02/03/2004 Note, (997002), 16p, by Peter Palij
alternatives. Also provides an Product Type: LACC Case
opportunity for students to assess what Abstract: Starbucks, the dominant CMR288
is driving growth in this company. specialty-coffee brand in North America, Title: Stealth Marketing: How to Reach
Starbucks has a tremendous appetite for must respond to recent market research Consumers Surreptitiously
cash since all its stores are corporate, indicating that the company is not Author(s): Kaikati, Jack G.; Kaikati,
and investors are betting that it will be meeting customer expectations in terms Andrew M.
able to continue its phenomenal growth of service. To increase customer Publication Date: 08/01/2004
so it needs to walk a fine line between satisfaction, the company is debating a Product Type: CMR Article
leveraging its brand to achieve growth plan that would increase the amount of Publisher: California Management
and not eroding it in the process. labor in the stores and theoretically Review
Geographic Setting: United States increase speed-of-service. However, the Abstract: As traditional television
Industry Setting: Coffee impact of the plan (which would cost $40 advertisements continue to lose their
Company Size: large million annually) on the company's effectiveness, brand managers are being
Subjects: Brands; Core competency; bottom line is unclear. Teaching more pressured to think creatively by
Fast food industry; Growth strategy; Purpose: To explore the various going undercover to reach consumers
Industry analysis; Marketing strategy meanings of the concept of "service" in surreptitiously. To capture the attention
Length: 28p the context of a company that is evolving of jaded, fickle consumers, they are
Supplementary Materials: Teaching in terms of both size and the urged to devise below-the-radar
Note, (898M06), 13p, by Ariff Kachra composition of its customer base and to approaches that are harder to detect.
BESTSELLER look at the links between "customer Examines six stealth marketing
satisfaction" and a company's sales and techniques and shows how stealth
504016 profitability. marketing is a viable alternative to
Title: Starbucks: Delivering Customer Geographic Setting: United States obtrusive conventional advertising.
Service Industry Setting: Coffee Some stealth efforts are so subtle that
Author(s): Moon, Youngme; Quelch, Number of Employees: 60,000 consumers do not know they are being
John A. Gross Revenues: $3.3 billion revenues pitched to. There are emerging ethical
Publication Date: 07/31/2003 Subjects: Beverages; Customer and legal issues raised by critics of these
Revision Date: 07/10/2006 retention; Customer service; Market techniques. Although some stealth
Product Type: Case (Field) research marketing campaigns are setting off
Abstract: Starbucks, the dominant Length: 22p alarms with consumer watchdog groups,
specialty-coffee brand in North America, these techniques will inevitably grow
must respond to recent market research 997001 more common. They have a powerful
indicating that the company is not Title: State-Record Newspaper: The role to play when they are tastefully
meeting customer expectations in terms CyberState Edition (A) implemented and respect consumers'
of service. To increase customer Author(s): Palij, Peter; Olson, Brandi intelligence. Brand managers are
satisfaction, the company is debating a Publication Date: 08/01/1996 gambling that the benefits of stealth
plan that would increase the amount of Revision Date: 06/03/1997 marketing will outweigh the complaints of
labor in the stores and theoretically Product Type: Case (Field) its critics.
increase speed-of-service. However, the Publisher: University of South Carolina Subjects: Advertising campaigns;
impact of the plan (which would cost $40 Abstract: Paula Ellis, assistant to the Marketing management; Marketing
million annually) on the company's publisher, believes an Internet edition of strategy
bottom line is unclear. May be used with: South Carolina's largest newspaper, The Length: 20p
(507701) Measuring Marketing State, is critical to the future of the $90 Year New: 2004
Performance. million State-Record Co., a subsidiary of
572066 by John T. Gourville Interbrew's managing director and chief

Title: Steinberg's Ltd. BESTSELLER0 marketing officer are meeting to have a
Author(s): Salmon, Walter J.; Lloyd T discussion about how to proceed in
Publication Date: 03/13/1972 500045 developing the Stella Artois brand. First,
Product Type: Case (Field) Title: Steinway & Sons: Buying a they need to understand what part of the
Abstract: Should a Canadian food Legend (B) company's success was due to expert
retailer expand its French operations Author(s): Gourville, John T. marketing practices and what part might
and, if so, what kind of stores should it Publication Date: 01/14/2000 possibly be due to being in the right
develop? Provides students with an Product Type: Supplement (Field) place at the right time. They also want to
excellent insight into French food Abstract: Supplements the (A) case. assess what possible steps might be
distribution. Must be used with: (500028) Steinway taken to spread these practices across
Geographic Setting: Paris & Sons: Buying a Legend (A). the corporation for use in the company's
Industry Setting: Retail industry Subjects: Entrepreneurship; global marketing strategy.
Subjects: Distribution channels; Instruments; Marketing strategy Geographic Setting: United Kingdom
Expansion; France; International Length: 2p Industry Setting: Beef industry
marketing; Supermarkets Supplementary Materials: Teaching Company Size: large
Length: 30p Note, (500104), 15p, by John T. Subjects: Beverages; Brand
Gourville management; Consumer marketing;
500028 Marketing strategy; United Kingdom
Title: Steinway & Sons: Buying a Length: 18p
500046
Legend (A) Supplementary Materials: Teaching
Title: Steinway & Sons: Buying a
Author(s): Gourville, John T.; Lassiter, Note, (801A17), 8p, by Paul W.
Legend (C)
Joseph B., III Beamish, Anthony Goerzen
Publication Date: 10/08/1999 NEW
Revision Date: 02/03/2000 Product Type: Supplement (Field)
Product Type: Case (Field) Abstract: Supplements the (A) case. 593007
Abstract: It is 1995 and Steinway & Must be used with: (500028) Steinway Title: Stock Bank, Inc.
Sons has just been purchased by two & Sons: Buying a Legend (A). Author(s): Quelch, John A.; Smith,
young entrepreneurs. For 140 years, Subjects: Entrepreneurship; Susan P.
Steinway has held the reputation for Instruments; Marketing strategy Publication Date: 03/09/1993
making the finest quality grand pianos in Length: 1p Revision Date: 11/15/1993
the world. The past 25 years have Supplementary Materials: Teaching Product Type: Case (Field)
proven to be a challenge, however. First, Note, (500104), 15p, by John T. Abstract: The CEO of a small stock
the company has changed hands Gourville photography agency wishes to increase
several times and product quality has sales and profits by 25% the following
become a concern. Second, the year. He must decide what changes, if
500047
worldwide market for pianos has been in any, to make in the marketing mix,
Title: Steinway & Sons: Buying a
a steady decline, and competition for mindful of the need to preserve supplies
Legend (D)
high-end grand pianos has increased. and customer relationships.
Finally in 1992, Steinway took the Geographic Setting: United States
questionable steps of introducing a mid- Industry Setting: Photographic
priced line of grand pianos under the equipment & supplies
brand name "Boston." Designed by Company Size: small
Must be used with: (500028) Steinway
Steinway, but manufactured by a Number of Employees: 7
& Sons: Buying a Legend (A).
Japanese piano maker, the Boston line Gross Revenues: $1 million revenues
Subjects: Entrepreneurship;
represented a major shift in strategy for Subjects: Communications industry;
Instruments; Marketing strategy
the company. Within this context, what Distribution planning; Marketing strategy;
Length: 1p
do two young entrepreneurs (with little or Pricing strategy
no experience in the piano industry) Length: 18p
Note, (500104), 15p, by John T.
hope to accomplish in buying Steinway?
Gourville
In particular, what value do they bring to 596071
the company and what decisions should Title: Stock Bank, Inc.
they make? 901A17
Geographic Setting: Global Title: Stella Artois in the U.K.
Industry Setting: Piano Author(s): Beamish, Paul W.; Goerzen,
Number of Employees: 500 Anthony
Gross Revenues: $100 million Publication Date: 06/12/2001
Abstract: In 1995 the CEO of Stock
revenues Revision Date: 11/23/2002
Bank, a small ($2.2 million) stock
Subjects: Brand management; Product Type: Case (Field)
photography licensing agency, was
Entrepreneurship; Instruments; Publisher: Richard Ivey School of
grappling with a set of related marketing
Marketing strategy Business/UWO
issues including market segmentation
Length: 23p Abstract: Stella Artois, Interbrew
and focus, pricing, photographer
Supplementary Materials: Supplement company's flagship brand of beer, has
compensation, and communications
(Field), (500045), 2p, by John T. experienced phenomenal success on
strategy. Teaching Purpose: To help
Gourville; Supplement (Field), (500046), the international market. The United
students understand the relationship
1p, by John T. Gourville; Supplement Kingdom market has played a critical
among suppliers and customers and to
(Field), (500047), 1p, by John T. role in that success, and Interbrew
show relationships among marketing mix
Gourville; Teaching Note, (500104), 15p, needs to assess the reasons for this.
elements.
Geographic Setting: New York, NY Length: 20p of a financial measure means that the
Industry Setting: Photographic importance of intangible assets might be
equipment & supplies 89413 overlooked. Brand valuation, as a bridge
Company Size: small Title: Storefront Distribution for Industrial among different functions and
Number of Employees: 14 Products disciplines, appears to be the most
Gross Revenues: $2.2 million revenues Author(s): Rosenfield, Donald B. promising technique capable of
Subjects: Communications industry; Publication Date: 07/01/1989 illustrating the importance of the brand to
Distribution planning; Marketing strategy; Product Type: Harvard Business managers.
Pricing strategy Review Article Subjects: Brand equity; Brands;
Length: 16p Abstract: Service companies with Management accounting; Marketing
branch outlets must decide how much to management; Marketing strategy;
595012 centralize some of these operations. The Performance measurement; Valuation
Title: Stop Bad Things from Happening Linde division of Union Carbide resolved Length: 10p
to Your Company this by concentrating delivery of product
Author(s): Shapiro, Benson P.; Tedlow, in a few central points but maintaining 90502
Richard S.; Slywotzky, Adrian J. many "storefront" operations. These Title: Strategic Choices for Newly
Publication Date: 07/20/1994 storefronts take orders, house some Opened Markets
Product Type: Note sales staff, and maintain an inventory of Author(s): Bleeke, Joel A.
Abstract: Provides a set of detailed cylinders and spare parts for walk-in Publication Date: 09/01/1990
diagnostics to prevent performance trade. Full-service field units with Product Type: Harvard Business
problems at previously successful marketing, administrative, and Review Article
companies. Suggestions are made at operational functions have been Abstract: As 1992 approaches, markets
three levels: 1) the marketplace, 2) the eliminated. are opening in Western Europe and
organization, and 3) leadership. Subjects: Centralization; Distribution; throughout the world. U.S. experience
Teaching Purpose: To help readers Industrial markets; Operations with the competitive dynamics of
keep their companies energized and management; Organizational structure; deregulation over a ten-year period
successful. May be used with Why Bad Services provides valuable lessons for managers
Things Happen to Good Companies. Length: 3p debating whether and how to expand
Withdrawn - Use (9-595-045). into new markets. To thrive in the
Subjects: Leadership; Management of BH031 competitive environment an open market
change; Market analysis; Organizational Title: Strategic Brand Valuation: A creates, many executives must
change; Strategy formulation Cross-Functional Perspective exchange their companies' roles as
Length: 27p Author(s): Cravens, Karen S.; Guilding, broad-line players for new roles as low-
Chris cost entrants, focused segment
CMR192 Publication Date: 07/15/1999 marketers, and providers of shared
Title: Store Choice and Shopping Product Type: Business Horizons utilities. They must also be prepared to
Behavior: How Price Format Works Article make new strategic choices as the
Author(s): Tang, Christopher S.; Bell, Publisher: Business Horizons/Indiana structure of the industry changes.
David R.; Ho, Teck-Hua University Geographic Setting: Europe
Publication Date: 01/01/2001 Abstract: In companies in which a Subjects: Europe; International
Product Type: CMR Article brand is the key source of competitive marketing; Marketing planning;
Publisher: California Management advantage, it is essential to collect and Marketing strategy
Review evaluate data as a part of brand Length: 8p
Abstract: This article presents a management. To do this, managers
perceived shopping utility framework for need information from a variety of 592086
analyzing the impact of retail price functional areas throughout the firm. Title: Strategic Industry Model:
format on store choice. Retail price One of the ways accountants can Emergent Technologies
format, in turn, determines three key provide useful information for marketers Author(s): Dolan, Robert J.
performance metrics: number of is by conducting periodic brand Publication Date: 03/17/1992
shoppers, number of trips, and average valuations, assigning financial value to Revision Date: 06/09/1992
spending per trip. When choosing a the equity created by the name or image Product Type: Note
store, consumers evaluate both the fixed of a brand such a NIKE or Intel. Doing Abstract: Describes computer model
and variable utilities of shopping. The this aids management decisions and output from conjoint analysis and
fixed utility does not vary from trip to trip regarding short-term expenditures and perceptual mapping for product line
whereas the variable utility depends on long-term benefits. We describe here planning.
the size and composition of the shopping how brands can be valued and how this Geographic Setting: Global
list. Summarizes prior findings on store information can be used for decision- Industry Setting: Computer industry
choice, analyzes how retailers can making. Methods of brand valuation Subjects: Computer industry; Models;
improve their performance, and include cost-based approaches, market- Product planning & policy
interprets the practices of leading based approaches, income-based Length: 12p
retailers. Presents a framework that can approaches, and formulary approaches Supplementary Materials: Teaching
accommodate situations where retailers (which use multiple criteria in arriving at Note, (592100), 5p, by Robert J. Dolan
face multiple segments of buyers with brand value, as practiced by the
different sensitivities to fixed and consulting firm Interbrand and Financial 581026
variable utilities. World magazine). Advantages and Title: Strategic Issues in Distribution
Subjects: Consumer behavior; Pricing disadvantages of these approaches are Author(s): Takeuchi, Hirotaka
strategy noted. The measure of brand value may Publication Date: 09/03/1980
include subjective elements, but the lack Revision Date: 02/27/1987
Product Type: Note Publication Date: 07/01/2007 that is responsive to customer needs
Abstract: Provides students with an in- Product Type: SMR Article and competing imperatives. Organization
depth understanding of the channel Abstract: While most managers would and management receive careful
decision from the manufacturer's point of think long and hard before bringing to attention.
view. The two issues addressed in the market a product that lacked patent Subjects: NO
note are selection of channel design and protection and could be easily imitated, SUBJECTS(KEYWORDS)
channel management. many invest in sales promotions-- Length: 25p
Subjects: Distribution channels; sweepstakes, coupons, time-limited Year New: 2007
Distribution planning; Franchising price discounts, free gifts or samples,
Length: 17p special events, displays, membership 595018
rewards, consumer-directed promotions, Title: Strategic Sales Management: A
3107 and so on--that are easier to imitate than Boardroom Issue
Title: Strategic Marketing Management the simplest new product. Others sign off Author(s): Shapiro, Benson P.;
(Paperback) on plans so generic that they seem Slywotzky, Adrian J.; Doyle, Stephen X.
Author(s): Dolan, Robert J. unrelated to the brand or company Publication Date: 11/29/1994
Publication Date: 01/07/1992 offering them, despite the fact that sales Revision Date: 05/06/1998
Product Type: HBS Press Book promotions may absorb a significant Product Type: Note
Abstract: This text for marketing portion of a company's promotional Abstract: Explains why sales
management covers basic concepts and dollars--currently a reported 31% of management has become an
emerging issues through readings by marketing budgets. By contrast, a increasingly important and complex topic
leading academics and practitioners. strategic focus--considering how for top managers. Demonstrates the
Vital issues for the 1990s are explored: customers and competitors will react to financial impact of a superior salesforce
ethical and legal aspects of marketing, any promotional effort, as well as the and then describes a way to gain
the services industry, and multinational message delivered and the stature in the superiority. The focus is on a salesforce
marketing. The book also looks at basics marketplace of the brand delivering it-- that is responsive to customer needs
such as the four Ps and gives cutting- leads to promotions that defy or delay and competing imperatives. Organization
edge strategies for traditional marketing imitation and yield disproportionate and management receive careful
concerns, from market penetration to benefit for companies that have already attention.
marketing plan development, developed a strong competitive position. Subjects: Marketing implementation;
implementation, and control. Suggests that when all these strategic Organizational design; Sales
Subjects: International marketing; factors are aligned, the result is a management; Sales organization; Sales
Marketing implementation; Marketing successful promotion, and illustrates that strategy
mixes; Marketing organization; with successful promotions conducted Length: 23p
Marketing planning; Marketing strategy; by General Motors, Home Depot, and
Multinational corporations Procter & Gamble, among others.
501056
Length: 637p However, such promotional strategies
Title: The Strategic Use of Music in
List Price: $29.95 require inventiveness, originality, and
Marketing: A Selective Review
swift action--qualities neither present nor
Author(s): Zaltman, Gerald; Puccinelli,
encouraged in many corporate cultures
584076 Nancy
in which familiarity and predictability are
Title: Strategic Marketing Management: Publication Date: 12/01/2000
prized. Managers in such organizations
The Course Revision Date: 03/01/2001
not only must successfully tailor a
Author(s): Cady, John F. Product Type: Note
promotion to its intended market, but
Publication Date: 01/06/1984 Abstract: Summarizes selected
also skillfully shepherd it through internal
Revision Date: 10/16/1984 research on music and its impact on
barriers. Knowing why, how, and for
Product Type: Note mood and shopping behavior, and its
whom sales promotions will most likely
Abstract: Describes some of the stimuli impact on the communication of ideas.
be profitable surely will help in that
to the development of a strategic Subjects: Consumer behavior;
regard.
marketing course and some of the Consumer marketing; Market research
Subjects: NO
contrasts between a strategic and Length: 17p
SUBJECTS(KEYWORDS)
conventional view of marketing. Also
Length: 7p
describes the contents for Harvard 75602
Year New: 2007
Business School's Strategic Marketing Title: Strategies for High Market-Share
Management second year course, spring Companies
1984. 506S21
Author(s): Bloom, Paul N.; Kotler, Philip
Industry Setting: Academic Title: Strategic Sales Management: A
administration Boardroom Issue, Spanish Version
Subjects: Academic administration; Author(s): Shapiro, Benson P.;
Review Article
Marketing management; Marketing Slywotzky, Adrian J.; Doyle, Stephen X.
Abstract: Despite the benefit of high
organization; Marketing strategy; Publication Date: 11/29/1994
profits, as well as the enjoyment of a
Product management; Strategic market Revision Date: 05/06/1998
position of leadership, a company that
planning Product Type: LACC Note
has a high market share is a tempting
Length: 5p Abstract: Explains why sales
target for actual and potential
management has become an
competitors, consumer organizations
increasingly important and complex topic
SMR248 and government agencies. Market-share
for top managers. Demonstrates the
Title: A Strategic Perspective on Sales management involves the determination
financial impact of a superior salesforce
Promotions of optimal market share in a given
and then describes a way to gain
Author(s): Gelb, Betsy; Andrews, product/market. To achieve or maintain
superiority. The focus is on a salesforce
Demetra; Lam, Son this optimum share, recommended
marketing strategies include: eleven-year-old segment of the 802211

sharebuilding, share maintenance, share children's footwear market. This Title: The Studio
reduction, and risk reduction. threatens its strategy of building on its Author(s): Salmon, Walter J.; Carter,
Subjects: Market share; Marketing strong position in the baby and infants' Wendy
strategy; Risk management segment by supplying footwear needs of Publication Date: 06/28/2002
Length: 8p children as they grow older. Adopting a Revision Date: 04/01/2004
more aggressive posture in the older Product Type: Case (Field)
78306 children's segment presents increased Abstract: The founders and proprietors
Title: Strategies for Low Market Share inventory exposure, lower per-unit of a successful 23-year old women's
Businesses returns, and competition from adult apparel store are facing a critical issue.
Author(s): Hamermesh, Richard G.; footwear manufacturers. Can they grow by adding a second store
Anderson, M. Jack, Jr.; Harris, J. Geographic Setting: United States that will not compete with their existing
Elizabeth Industry Setting: Footwear industry operation? If so, where should it be
Publication Date: 05/01/1978 Gross Revenues: $125 million sales located, what managerial changes are
Product Type: Harvard Business Subjects: Competition; Consumer required to make the second store
Review Article marketing; Footwear; Market share; successful, and how can it be funded
Abstract: Studies show the positive Marketing strategy without putting at risk the financial
correlation between profitability and Length: 43p stability of the existing business?
market share. Yet, businesses with low Geographic Setting: Brookline, MA
market shares may not be at a 581040 Industry Setting: Retail industry
disadvantage and can profit by exploiting Title: Stride Rite Corp. (B) Number of Employees: 10
their smallness. Low market share Author(s): Salmon, Walter J.; Harrison, Gross Revenues: $2 million revenues
businesses must replace broad strategy Neil Subjects: Clothing; Marketing
with specific and far-ranging strategy. Publication Date: 10/16/1980 management; Retailing; Small business
Burroughs, Crown Cork & Seal, and Revision Date: 07/29/1985 Length: 21p
Union Camp all hold small shares of Product Type: Case (Field)
their industries, yet they compete with Abstract: As a high-quality, premium- 803S25
the largest corporations in their average priced producer of children's footwear, Title: The Studio, Spanish Version
returns on equity. Their strategy involves Stride Rite is concerned by market share Author(s): Salmon, Walter J.; Carter,
four major points outlined here. gains of lower-priced footwear. Various Wendy
Subjects: Corporate strategy; Market options are discussed, from continuing Publication Date: 06/28/2002
share to focus on premium products, to making Product Type: LACC Case
Length: 8p a long-term commitment to lower-priced Abstract: The founders and proprietors
footwear. Product mix, brand name, of a successful 23-year old women's
62607 price points and cannibalization have to apparel store are facing a critical issue.
Title: Strategy of Product Quality be addressed. Can they grow by adding a second store
Author(s): Kuehn AA; Day RL Geographic Setting: United States that will not compete with their existing
Publication Date: 11/01/1962 Industry Setting: Footwear industry operation? If so, where should it be
Product Type: Harvard Business Gross Revenues: $125 million sales located, what managerial changes are
Review Article Subjects: Brands; Consumer marketing; required to make the second store
Abstract: Manufacturers require Footwear; Product planning & policy successful, and how can it be funded
information about consumer preferences Length: 16p without putting at risk the financial
for effective product planning. The stability of the existing business?
paired-comparison test normally used to 581041 Geographic Setting: Brookline, MA
determine consumer preferences Title: Stride Rite Corp. (C) Industry Setting: Retail industry
contains a built-in "majority fallacy," as it Author(s): Salmon, Walter J.; Harrison, Number of Employees: 10
assumes a successful product must Neil Gross Revenues: $2 million revenues
capture the interest of a majority of Publication Date: 10/16/1980 Subjects: Clothing; Marketing
consumers. The "preference-distribution Revision Date: 07/30/1985 management; Retailing; Small business
analysis" approach attempts to derive a Product Type: Case (Field) Length: 20p
more meaningful measure of consumer Abstract: The company's line of
behavior by establishing a scale of sneakers has been such a success, that BH054
values for a product characteristic. the company is considering broadening Title: Styling Strategy
Subjects: Consumer marketing; Market its distribution to include other retailers in Author(s): Moulson, Tom; Sproles,
research; Market share; Marketing addition to their existing highly selective, George
strategy; Product planning & policy; full-line retail outlets. Possible adverse Publication Date: 09/15/2000
Quality control reaction of existing dealers, brand name, Product Type: Business Horizons
Length: 11p and sales force organization have to be Article
considered. Publisher: Business Horizons/Indiana
581039 Geographic Setting: United States University
Title: Stride Rite Corp. (A) Industry Setting: Footwear industry Abstract: How can manufacturers of
Author(s): Salmon, Walter J.; Harrison, Gross Revenues: $125 million sales styled products analyze and predict
Neil Subjects: Consumer marketing; consumers' style preferences more
Publication Date: 10/16/1980 Distribution planning; Footwear; Market effectively? Based on insights from a
Revision Date: 07/29/1985 share; Pricing strategy; Sales decade of desk and field research, the
Product Type: Case (Field) management authors outline a model for facilitating
Abstract: The company is losing market Length: 19p style decisions that balance extreme
share in the fashion-conscious seven-to- innovation with the least market risk. The
core concept in the model is adoption 585016 spreadsheet sensitivity analysis via
propensity (AP): the quantifiable Title: Suave (A1) personal computer for Suave (B).
willingness of an individual consumer to Author(s): Albion, Mark S.; Hoff, Designed to give students answers
adopt new and different styles. By Edward J. (scenarios) to the quantitative questions
relating style appeal to consumers' AP Publication Date: 08/10/1984 so that the class can concentrate on the
over time, one can construct a model of Revision Date: 01/14/1985 assumptions behind their results: how
the style acceptance cycle that fits the Product Type: Case (Field) shampoo consumers respond to
research data and provides predictive Abstract: Provides quantitative answers advertising in different types of media,
power in the development phase of a via personal computer for Suave (A). and how that differs for new users as
style. The model suggests the Designed to give students answers to opposed to current users.
importance of separating a style's total the quantitative questions hours before Geographic Setting: United States
sample appeal into that of consumers the actual marketing class. This allows Industry Setting: Personal care
with high and low APs. Otherwise, there the class to concentrate on the products
is no way to tell the difference between a implications of the results: how Company Size: mid-size
promising cycle marked by steadily consumers buy shampoo, how Suave (a Gross Revenues: $330 million sales
increasing style acceptance and the low-priced, high-volume brand) is Subjects: Advertising strategy;
opposite one of a premature "has-been." positioned, and what type of Breakeven analysis; Consumer
There is no such thing as a universal communications campaign makes behavior; Consumer goods
category of early adopters, and they can sense. Length: 5p
be identified for a specific product Geographic Setting: United States
category only by interview or similar Industry Setting: Personal care 502S21
methods. Early adopters alone tell us products Title: Suave (C), Spanish Version
nothing about a style's potential; more Company Size: mid-size Author(s): Albion, Mark S.
important is the absolute difference in Gross Revenues: $330 million sales Publication Date: 08/13/1984
acceptance between high and low APs-- Subjects: Consumer behavior; Revision Date: 10/19/1994
if both early and late adopters like a Consumer goods; Market analysis; Product Type: LACC Case
style, then it's fine for today, but has no Market research; Market segmentation; Abstract: Promotes discussion on
future. Wherever styled products are Product positioning advertising budgeting and media mix
targeted to the mass market, this type of Length: 12p decisions in the shampoo market for low-
pre-market testing should become a priced, high-volume Suave. Provides
normal function of product development. 585017 various types of market research into
Subjects: Consumer behavior; Title: Suave (B) consumer behavior and the competition
Consumer marketing; Market research; Author(s): Albion, Mark S.; Hoff, context. The importance of retailers and
Marketing management; Product Edward J. shelf space is emphasized, and the
development Publication Date: 08/13/1984 entire marketing budget is examined.
Length: 8p Product Type: Case (Field) Geographic Setting: United States
Abstract: Designed to introduce Industry Setting: Personal care
585015 students to electronic spreadsheet products
Title: Suave (A) analysis on the personal computer. Company Size: mid-size
Author(s): Albion, Mark S.; Hoff, Students are given additional data on Gross Revenues: $330 million sales
Edward J. consumer awareness, trial, and loyalty Subjects: Advertising; Advertising
Publication Date: 08/13/1984 toward shampoo brands, and some strategy; Consumer behavior; Consumer
Revision Date: 07/21/1993 economic data on Suave. Includes goods; Market analysis; Market
Product Type: Case (Field) break-even analysis. Students must set research; Marketing mixes
Abstract: Introduces students to the use an advertising budget and allocate Length: 22p
of 1-2-3. Calculations help students dollars between primetime and daytime
understand the shampoo market and television, with the option of magazine 585019
consumer behavior. Market data, advertising. Media costs and audiences Title: Suave (C)
demographic data, psychographic data, are given. Author(s): Albion, Mark S.
and consumer loyalty data are analyzed Geographic Setting: United States Publication Date: 08/13/1984
via personal computer. Designed to Industry Setting: Personal care Revision Date: 10/19/1994
show students how computers can be products Product Type: Case (Field)
used to further the understanding of Company Size: mid-size Abstract: Promotes discussion on
marketing concepts, especially market Gross Revenues: $330 million sales advertising budgeting and media mix
segmentation. This is an analytical, not a Subjects: Advertising strategy; decisions in the shampoo market for low-
decision-oriented case. Breakeven analysis; Consumer priced, high-volume Suave. Provides
Geographic Setting: United States behavior; Consumer goods various types of market research into
Industry Setting: Personal care Length: 8p consumer behavior and the competition
products context. The importance of retailers and
Company Size: mid-size 585018 shelf space is emphasized, and the
Gross Revenues: $330 million sales Title: Suave (B1) entire marketing budget is examined.
Subjects: Consumer behavior; Author(s): Albion, Mark S.; Hoff, Geographic Setting: United States
Consumer goods; Market analysis; Edward J. Industry Setting: Personal care
Market research; Market segmentation; Publication Date: 08/10/1984 products
Product positioning Revision Date: 01/14/1985 Company Size: mid-size
Length: 12p Product Type: Case (Field) Gross Revenues: $330 million sales
Abstract: Provides quantitative answers Subjects: Advertising; Advertising
and possible scenarios from strategy; Consumer behavior; Consumer
goods; Market analysis; Market their Miami news product--that is, a 577051
research; Marketing mixes crisp, content-based design rather than Title: Sunkist Growers, Inc.
Length: 21p one centered around personalities. Author(s): Greyser, Stephen A.; Quelch,
Supplementary Materials: Teaching Industry changes force them out of the John A.
Note, (589079), 18p, by Thomas V. CBS affiliation in Boston. Having Publication Date: 10/01/1976
Bonoma, Mark S. Albion considered both FOX and NBC, Revision Date: 06/04/1993
Sunbeam finally settles on NBC. The Product Type: Case (Field)
585020 implications and motivations of their Abstract: A new media strategy for
Title: Suave (D) decision are to be discussed. lemon advertising involving the
Author(s): Albion, Mark S. Geographic Setting: United States concentration of the entire budget in a
Publication Date: 08/13/1984 Industry Setting: Television single-print vehicle, is under
Product Type: Case (Field) Number of Employees: 200 consideration.
Abstract: Focuses on copy strategy for Gross Revenues: $100 million Geographic Setting: California
the brand. Management is considering a revenues Industry Setting: Fruit
repositioning of the brand, and they have Subjects: Broadcasting industry; Company Size: mid-size
some market research results to Communications industry; Innovation; Gross Revenues: $350 million sales
analyze. Issues include whether to Market segmentation; Services Subjects: Advertising media;
emphasize quality or price more, Length: 19p Advertising strategy; Agribusiness; Food;
whether to compare Suave directly with Supplementary Materials: Supplement Marketing strategy
competitors, or whether to leave (Field), (596057), 4p, by V. Kasturi Length: 21p
advertisements essentially unchanged. Rangan, Scott Lathrop; Teaching Note, Supplementary Materials: Teaching
Geographic Setting: United States (596083), 11p, by V. Kasturi Rangan; Note, (583015), 11p, by John A. Quelch
Industry Setting: Personal care Supplement (Field), (599012), 9p, by V.
products Kasturi Rangan, Howard Firestone Reitz 91A018
Company Size: mid-size Title: Sunlight Laundry Detergent
Gross Revenues: $330 million sales 596057 Author(s): Hulland, John S.; Sullivan,
Subjects: Advertising campaigns; Title: Sunbeam Television (B) Trish
Advertising strategy; Consumer goods; Author(s): Rangan, V. Kasturi; Lathrop, Publication Date: 01/01/1991
Consumer marketing; Market research; Scott Revision Date: 06/08/1993
Product positioning Publication Date: 09/14/1995 Product Type: Case (Field)
Length: 15p Revision Date: 10/09/1996 Publisher: Richard Ivey School of
Product Type: Supplement (Field) Business/UWO
81101 Abstract: Supplements the (A) case. Abstract: Steven Kelly, brand manager
Title: Successful Share-Building Must be used with: (596056) Sunbeam for Sunlight Powder Laundry Detergent,
Strategies Television (A). must decide how to respond to the
Author(s): Buzzell, Robert D.; Industry Setting: Broadcasting industry; introduction by Loblaws' of a new
Wiersema, Frederik D. Communications industry "green" laundry detergent. Kelly is
Publication Date: 01/01/1981 Subjects: Broadcasting industry; considering several alternatives, and
Product Type: Harvard Business Communications industry; Innovation; must carefully consider the pros and
Review Article Market segmentation; Services cons associated with each approach.
Abstract: An analysis of more than Length: 4p Geographic Setting: Ontario
1,200 businesses participating in the Supplementary Materials: Teaching Industry Setting: Soap & detergent
Profit Impact on Market Strategies Note, (596083), 11p, by V. Kasturi industry
(PIMS) program shows that gains in Rangan Company Size: large
market share relate to product quality Subjects: Canada; Environmental
improvements, new product 503S76 protection; Household products;
introductions, and marketing budget Title: Sunkist Growers, Inc., Spanish Marketing strategy; Product
increases. Successful strategic Version management
approaches for strengthening market Author(s): Greyser, Stephen A.; Length: 16p
share usually involve a balanced, Quelch, John A. Supplementary Materials: Teaching
consistent marketing program or a mix of Publication Date: 10/01/1976 Note, (891A18), 14p, by John S.
several competitive factors. Revision Date: 06/04/1993 Hulland, Trish Sullivan
Subjects: Market share; Marketing Product Type: LACC Case
mixes; Marketing strategy Abstract: A new media strategy for 1005
Length: 10p lemon advertising involving the Title: Supercharge Your Sales Force
concentration of the entire budget in a (HBR Article Collection)
596056 single-print vehicle, is under Author(s): Anderson, Erin; Onyemah,
Title: Sunbeam Television (A) consideration. Vincent; Rayport, Jeffrey F.; Jaworski,
Author(s): Rangan, V. Kasturi; Lathrop, Geographic Setting: California Bernard J.; Kotler, Philip; Rackham, Neil;
Scott Industry Setting: Fruit Krishnaswamy, Suj
Publication Date: 09/14/1995 Company Size: mid-size Publication Date: 07/01/2006
Revision Date: 10/16/1996 Gross Revenues: $350 million sales Product Type: HBR OnPoint Collection
Product Type: Case (Field) Subjects: Advertising media; Abstract: Your sales force consumes a
Abstract: Sunbeam Television, owner of Advertising strategy; Agribusiness; hefty share of your company's budget. If
a television station in Miami (a Fox Food; Marketing strategy reps aren't selling effectively, your firm
affiliate), buys Channel 7 (a CBS Length: 22p loses profits and customers. Yet, in too
affiliate) in Boston. They bring to the many organizations, salespeople can't
Boston station the concepts and ideas of give their best on the job because the
company mismanages them. For Gross Revenues: $50 million sales their suppliers, who are all too eager to
instance, some firms send conflicting Subjects: Cost benefit analysis; forgive a late payment or meet
messages about sales reps' job Merchandising; Pricing; Retailing; "emergency" shipment demands with no
priorities: they expect salespeople to do Services compensation. Most suppliers don't
whatever it takes to please a customer, Length: 23p know how much these add-ons are
while at the same time adhere to costing them. Suppliers can take charge
management dictates about selling 506S11 by tracking individual customer
methods--even if those requirements Title: Supermercados Disco: Regional performance and by putting together
stall the sales process. Confused about Strategy, Spanish Version multidisciplinary teams to manage
trade-offs between satisfying their Author(s): Arnold, David J.; d'Andrea, strategic groups of customers. With
managers or their customers--sales reps Guillermo; Paz, Silvina Romero internal changes in place, suppliers can
often fail to satisfy either. Some Publication Date: 06/11/1999 then formulate a flexible, service-based
companies don't coordinate Revision Date: 12/18/2002 pricing system that establishes
salespeople's efforts with other Product Type: LACC Case appropriate incentives without alienating
customer-facing teams, such as store Abstract: The Disco chain of customers.
clerks and Web site administrators. supermarkets has pursued a successful Industry Setting: Retail industry
Operating at cross-purposes, these local niche strategy in Argentina to Subjects: Customer relations;
functions feud over roles and compete with intense competition from Distribution planning; Pricing; Retailing
resources--and drop the ball while multinational chains. Now Disco Length: 9p
handling customers. To correct such considers options for expanding its
misalignments, match your sales regional strength. R0807Z
management practices to your Geographic Setting: South America Title: The Sure Thing That Flopped
company's strategic priorities. Industry Setting: Retail industry (Commentary for HBR Case Study)
Coordinate customer-facing teams so Number of Employees: 11,000 Author(s): Zaltman, Gerald; Zaltman,
they create seamless service for Gross Revenues: $358 million Lindsay; Sturgess, Donna J.; Lee, Alex;
customers. In particular, end the war revenues Fujikawa, Yoshinori; Carbone, Lewis
between Sales and Marketing, so your Subjects: NO Publication Date: 07/01/2008
salespeople can exploit marketers' SUBJECTS(KEYWORDS) Product Type: Harvard Business
knowledge of customers. Your reward? Length: 28p Review Article
A focused and effective sales force that Year New: 2007 Abstract: Tibal Fisher made a fortune
leaves rivals in the dust. The three selling trendy, inexpensive home
Harvard Business Review articles in this furnishings to baby boomers. With that
599127
collection: "How Right Should the generation beginning to enter its sixties,
Title: Supermercados Disco: Regional
Customer Be?" (HBR reprint R0607D) he sees a huge opportunity in products
Strategy
by Erin Anderson and Vincent Onyemah; for aging consumers. Focus groups and
Author(s): Arnold, David J.; d'Andrea,
"Best Face Forward" (HBR reprint surveys confirm strong market demand
Guillermo; Paz, Silvina Romero
R0412B) by Jeffrey F. Rayport and for such items, and the media love the
Bernard J. Jaworski; and "Ending the idea. So why is TF's NextStage, his new
War Between Sales and Marketing" line of stores for older consumers, a
(HBR reprint R0607E) by Philip Kotler, disaster? Four experts comment on this
Abstract: The Disco chain of
Neil Rackham, and Suj Krishnaswamy. fictional case study in R0807A and
supermarkets has pursued a successful
Subjects: NO R0807Z. Donna J. Sturgess, global head
local niche strategy in Argentina to
SUBJECTS(KEYWORDS) of innovation for GlaxoSmithKline, thinks
compete with intense competition from
Length: 42p Tibal's research missed the
multinational chains. Now Disco
List Price: $17.95 subconscious associations in customers'
considers options for expanding its
Year New: 2006 minds--the deep metaphors that reveal
regional strength.
Geographic Setting: South America people's true feelings about products.
577091 Industry Setting: Retail industry The solution: Find ways to generate
Title: Supermarket Services, Inc. Number of Employees: 11,000 positive emotional associations, as GSK
Author(s): Salmon, Walter J.; Hanson Gross Revenues: $358 million has done with its weight-loss product.
KS revenues Alex Lee, president of household-
Publication Date: 01/01/1977 Subjects: International marketing; products maker OXO International, says
Revision Date: 08/01/1978 Retailing; South America; Strategic consumers are attracted by brands they
Product Type: Case (Field) market planning; Supermarkets associate with the type of people they'd
Abstract: Mr. Zager, president of Length: 24p like to be--not the type they are. TF's
Supermarket Services, a nonfood Supplementary Materials: Teaching NextStage must avoid trying to get
service merchandiser based in New Note, (501008), 16p, by David J. Arnold, customers to "act their age" and using
Jersey, was reviewing his company's Guillermo d'Andrea labels and positioning that call attention
services and pricing system so as to to their senior status. Yoshinori
attract new customers. Two years Fujikawa, a professor at Hitotsubashi
89608
before, he had introduced a new "cost- University in Tokyo, says certain
Title: Suppliers - Manage Your
plus" pricing program, which differed businesses--those led by executives with
Customers
from the industry's traditional "retail- a talent for sensing what their customers
Author(s): Myer, Randy
minus" pricing system, and he now was want--can forgo deep research into
reviewing it in order to recommend customers' feelings, at least in the short
refinements. term. But over the long term, firms need
Review Article
Geographic Setting: Linden, NJ to have an organizational capability to
Abstract: Big retailers like supermarket
Industry Setting: Service industries create a systematic method for
chains often demand extra service from
discovering what's going on in often are unable to articulate their brand.

customers' minds. Lewis Carbone, CEO deepest feelings. That's why companies Industry Setting: Retail industry
of market research firm Experience need to go to the trouble to work with Subjects: NO
Engineering, points out that customers them one-on-one to find out what's SUBJECTS(KEYWORDS)
often are unable to articulate their driving them toward--or away from--a Length: 6p
deepest feelings. That's why companies brand. Year New: 2007
need to go to the trouble to work with Industry Setting: Retail industry
them one-on-one to find out what's Subjects: NO U0004B
driving them toward--or away from--a SUBJECTS(KEYWORDS) Title: Survey Your Customers--
brand. Length: 10p Electronically
Industry Setting: Retail industry Year New: 2007 Publication Date: 04/01/2000
Subjects: NO Product Type: Harvard Management
SUBJECTS(KEYWORDS) R0807X Update Article
Length: 5p Title: The Sure Thing That Flopped Abstract: Electronic surveys are a
Year New: 2007 (HBR Case Study) marketer's dream: do your research on
Author(s): Zaltman, Gerald; Zaltman, the Web and get instant information. But
R0807A Lindsay it's not for every situation--general
Title: The Sure Thing That Flopped Publication Date: 07/01/2008 surveys may be biased by the large
(HBR Case Study and Commentary) Product Type: Harvard Business number of people who do not use or
Author(s): Zaltman, Gerald; Zaltman, Review Article have access to the Internet. But if your
Lindsay; Sturgess, Donna J.; Lee, Alex; Abstract: Tibal Fisher made a fortune goal is specialty research, the Internet is
Fujikawa, Yoshinori; Carbone, Lewis selling trendy, inexpensive home great for tracking down people with
Publication Date: 07/01/2008 furnishings to baby boomers. With that specific needs or interests. Includes a
Product Type: Harvard Business generation beginning to enter its sixties, sidebar entitled "First Survey?: Tips for
Review Article he sees a huge opportunity in products Starting Out."
Abstract: Tibal Fisher made a fortune for aging consumers. Focus groups and Subjects: Consumer marketing;
selling trendy, inexpensive home surveys confirm strong market demand Internet; Market research; Polls &
furnishings to baby boomers. With that for such items, and the media love the surveys; Technology; World Wide Web
generation beginning to enter its sixties, idea. So why is TF's NextStage, his new Length: 2p
he sees a huge opportunity in products line of stores for older consumers, a List Price: $4.50
for aging consumers. Focus groups and disaster? Four experts comment on this
surveys confirm strong market demand fictional case study in R0807A and 999009
for such items, and the media love the R0807Z. Donna J. Sturgess, global head Title: Sustainable Marketing Leadership
idea. So why is TF's NextStage, his new of innovation for GlaxoSmithKline, thinks Author(s): Shapiro, Benson P.
line of stores for older consumers, a Tibal's research missed the Publication Date: 11/05/2003
disaster? Four experts comment on this subconscious associations in customers' Product Type: Note
fictional case study in R0807A and minds--the deep metaphors that reveal Abstract: The market leader has the
R0807Z. Donna J. Sturgess, global head people's true feelings about products. strongest ability among its competitors to
of innovation for GlaxoSmithKline, thinks The solution: Find ways to generate shape an oligopolistic, segmented
Tibal's research missed the positive emotional associations, as GSK market in its favor. Market leadership is
subconscious associations in customers' has done with its weight-loss product. the result of the marketing leadership
minds--the deep metaphors that reveal Alex Lee, president of household- process including four steps: strategic
people's true feelings about products. products maker OXO International, says visioning, integrated planning, managing
The solution: Find ways to generate consumers are attracted by brands they performance, and marketing
positive emotional associations, as GSK associate with the type of people they'd controllership. To some extent, market
has done with its weight-loss product. like to be--not the type they are. TF's leadership is naturally sustainable. But,
Alex Lee, president of household- NextStage must avoid trying to get there are also natural processes that
products maker OXO International, says customers to "act their age" and using undermine the market leader's ability to
consumers are attracted by brands they labels and positioning that call attention maintain its position. Discusses this
associate with the type of people they'd to their senior status. Yoshinori related set of topics.
like to be--not the type they are. TF's Fujikawa, a professor at Hitotsubashi Subjects: Interdepartmental relations;
NextStage must avoid trying to get University in Tokyo, says certain Leadership; Marketing management;
customers to "act their age" and using businesses--those led by executives with Marketing planning; Strategic planning;
labels and positioning that call attention a talent for sensing what their customers Strategy implementation
to their senior status. Yoshinori want--can forgo deep research into Length: 32p
Fujikawa, a professor at Hitotsubashi customers' feelings, at least in the short NEW
University in Tokyo, says certain term. But over the long term, firms need
businesses--those led by executives with to have an organizational capability to
501045
a talent for sensing what their customers create a systematic method for
Title: Sustaining Value
want--can forgo deep research into discovering what's going on in
customers' feelings, at least in the short customers' minds. Lewis Carbone, CEO
term. But over the long term, firms need of market research firm Experience
Product Type: Note
to have an organizational capability to Engineering, points out that customers
Abstract: Describes the challenges a
create a systematic method for often are unable to articulate their
firm faces in building and sustaining a
discovering what's going on in deepest feelings. That's why companies
value proposition over time. Describes
customers' minds. Lewis Carbone, CEO need to go to the trouble to work with
major ways in which the marketing
of market research firm Experience them one-on-one to find out what's
environment changes over time and the
Engineering, points out that customers driving them toward--or away from--a
methods a firm can use to protect its
market position. Company Size: mid-size Nicholas Hayek, The Swatch Group,
Subjects: Competition; Marketing Gross Revenues: $300 million makers of the Swatch watch, is widely
management; Pricing; Product planning revenues credited with revitalizing the Swiss watch
& policy Subjects: Automobiles; Management of industry by offering a consistent set of
Length: 10p crises; Marketing strategy; Product brands addressing all segments of the
recalls global watch market. New opportunities
589028 Length: 23p beyond the watch market have been
Title: Suzuki Samurai Supplementary Materials: Teaching explored recently (e.g., telecom, cars),
Author(s): Quelch, John A.; Hiller, Note, (593053), 14p, by John A. Quelch, but they did not live up to expectations.
Tammy Bunn N. Craig Smith, Andrew D. Dyer In October 1998, The Swatch Group
Publication Date: 09/18/1988 launched Swatch Internet Time (SIT).
Revision Date: 10/05/1992 500014 SIT divided every day into 1,000 "beats"
Product Type: Case (Field) Title: The Swatch Group: On Internet equivalent to 86.4 seconds each. A new
Abstract: Suzuki and advertising Time meridian line was created that passed
agency executives are debating the Author(s): Wathieu, Luc; Knoop, Carin- over Swatch headquarters in Biel,
product positioning and accompanying Isabel; Reavis, Cate Switzerland, making Biel Mean Time
copy strategy alternatives for the Suzuki Publication Date: 09/27/1999 (BMT) the official reference for Internet
Samurai prior to its U.S. introduction. Revision Date: 11/28/2000 time. Many questioned Swatch's motive
Geographic Setting: United States Product Type: Case (Field) behind SIT. Some believed that
Industry Setting: Automotive industry Abstract: Under the leadership of launching SIT was merely a way to
Company Size: large Nicholas Hayek, the Swatch Group, reenergize the Swatch brand in markets
Gross Revenues: $1 billion revenues makers of the Swatch watch, is widely such as the United States where sales
Subjects: Advertising; Automobiles; credited with revitalizing the Swiss watch and the Swatch image had been
Marketing strategy; Product positioning industry by offering a consistent set of suffering. And others questioned
Length: 24p brands addressing all segments of the whether the concept of SIT would catch
Supplementary Materials: Supplement global watch market. New opportunities on.
(Pub Mat), (591040), 2p, by John A. beyond the watch market have been Geographic Setting: Global
Quelch, N. Craig Smith; Teaching Note, explored recently (e.g., telecom, cars), Industry Setting: Watch industry
(591079), 9p, by John A. Quelch but they did not live up to expectations. Number of Employees: 18,000
In October 1998, the Swatch Group Subjects: Brand management;
launched Swatch Internet Time (SIT). Entrepreneurial management;
591040
SIT divided every day into 1,000 "beats" International marketing; Internet;
Title: Suzuki Samurai, Supplement
equivalent to 86.4 seconds each. Each Marketing management
Author(s): Quelch, John A.; Smith, N.
day began with @000 (@ was the Length: 20p
Craig
Publication Date: 01/08/1991 abbreviation for beats) and noon was
Product Type: Supplement (Pub Mat) @500. A new meridian line was created IES078
Abstract: A condensed version of that passed over Swatch headquarters Title: The Swatch Story
Suzuki Samurai: The Rollover Crisis. in Biel, Switzerland, making Biel Mean Author(s): Joachimsthaler, Erich
Suzuki management must plan a Time (BMT) the official reference for Publication Date: 09/01/1993
response to a Consumers Union Internet time. Many questioned Swatch's Product Type: Case (Field)
demand for a recall of the Samurai on motive behind SIT. Some believed that Publisher: IESE Business School
grounds of its unacceptable propensity launching SIT was merely a way to Abstract: Describes the success of
to roll over. Must be used with: reenergize the Swatch brand in markets SMH in launching the Swatch watch to
(589028) Suzuki Samurai. such as the United States where sales compete in the low-price segment
Industry Setting: Advertising industry; and the Swatch image had been against the two Japanese watch giants,
Automotive industry suffering. And others questioned Citizen Watch and Hattori-Seiko.
Subjects: Advertising; Automobiles; whether the concept of SIT would catch Detailed information about the
Management of crises; Marketing on. company's situation is provided from the
strategy; Product positioning; Product Geographic Setting: Global early 1980s up to 1993. The marketing
recalls Industry Setting: Watch industry factors that made Swatch a strong global
Length: 2p Number of Employees: 18,000 brand are discussed.
Subjects: Brand management; Geographic Setting: Switzerland
Entrepreneurial management; Industry Setting: Microelectronics;
591016
International marketing; Internet; Watch industry
Title: Suzuki Samurai: The Roll-Over
Marketing management Subjects: Advertising; Consumer
Crisis
Length: 18p marketing; International marketing;
Author(s): Quelch, John A.; Smith, N.
Supplementary Materials: Teaching Marketing management; Multinational
Craig
Note, (501016), 11p, by Luc Wathieu corporations; Switzerland
Length: 16p
Product Type: Case (Library) 502S45
Abstract: Following publication of a Title: The Swatch Group: On Internet 589048
consumer reports test alleging a roll over Time, Spanish Version Title: Swedish Match Lighter Division:
problem with the recently introduced Author(s): Wathieu, Luc; Knoop, Carin- Strategic Review of the Lighter Business
Suzuki Samurai, Suzuki management is Isabel; Reavis, Cate Author(s): Buzzell, Robert D.
trying to determine how to counter Publication Date: 09/27/1999 Publication Date: 10/06/1988
demands for a full product recall. Revision Date: 11/28/2000 Product Type: Case (Field)
Geographic Setting: United States Product Type: LACC Case Abstract: In the spring of 1988
Industry Setting: Automotive industry Abstract: Under the leadership of management of the Swedish Match
Co.'s Lighter Division was considering 586137 502008

alternative "restructuring" plans aimed at Title: Syntex Laboratories (A), Software Title: Synthes
reducing costs in the intensely Case Author(s): Gourville, John T.
competitive disposable lighter business. Author(s): Clarke, Darrel G. Publication Date: 12/14/2001
The case traces the evolution of the Publication Date: 05/27/1986 Revision Date: 04/03/2002
lighter business to one in which three Product Type: Software Case Product Type: Case (Field)
global competitors account for 85% of Abstract: A consulting project involving Abstract: Synthes is the recognized
worldwide sales. By the late 1980s, the a mathematical model of the sales force leader in the U.S. orthopedic implant
size of the market was static and was indicates that Syntex Labs should nearly market, with a 50% market share in the
expected to decline on account of the double the size of its sales force and metallic plates, rods, and screws used to
falling incidence of smoking. In this drastically alter its allocation of sales fix severe bone fractures. Synthes'
setting Swedish Match was attempting to effort to the product line and physician marketplace strength lies in the strength
improve its position by introducing a specialties. The questions are whether of its sales force and in the quality and
redesigned, lower cost product. the results are reliable and what action reliability of its products. A major
Industry Setting: Consumer products should be taken. The software contains drawback to all metallic implants,
Company Size: large separate planning areas for product and however, is that they often need to be
Gross Revenues: $800 million physician specialty allocations of sales removed after the bones have healed.
revenues force effort. The worksheets compute To address this problem, several major
Subjects: Competition; Household the revenue, contribution margin, and competitors have recently introduced
products; International marketing; marginal contribution for arbitrary sales polymer-based "bioresorbable" implants.
Marketing strategy; Multinational force allocation plans. The worksheets In theory, these new implants remain
corporations; Product introduction can also be used to find both the rigid while the fracture heals, then
Length: 24p constrained and unconstrained optimal gradually dissolve, eliminating their need
salesforce size and allocation of effort for removal. In reality, however, some of
584033 across products and specialties through these new implants have proven
Title: Syntex Laboratories (A) the use of the marginal contribution problematic--causing infection,
Author(s): Clarke, Darrel G. calculations and economic theory. incomplete healing, or the need for a
Publication Date: 09/01/1983 Syntex Laboratories (B) is a useful second surgery. This leaves Synthes
Revision Date: 10/18/1984 supplement to the software case. It debating whether to enter the
Product Type: Case (Field) presents the initial implementation plan bioresorbable market and risk a high-
Abstract: A consulting project involving of the plan of the company. This version profile product failure or to remain an
a mathematical model of the sales force of an earlier case has been written to observer and allow others to test the
indicates that Syntex Labs should nearly provide information on its use with market and eventually validate (or
double the size of their sales force and Software, available on Diskette No. 9 (9- invalidate) the concept.
drastically alter their allocation of sales 086-009). Geographic Setting: United States
effort to the product line and physician Industry Setting: Pharmaceutical Industry Setting: Medical supplies
specialties. The questions are whether industry Number of Employees: 2,000
the results are reliable and what action Subjects: Market research; Marketing Gross Revenues: $500 million
should be taken. May be used with: implementation; Pharmaceuticals; revenues
(584034) Syntex Laboratories (B). Quantitative analysis; Sales Subjects: Innovation; Marketing
Geographic Setting: California management; Strategic planning strategy; Medical supplies; Product
Industry Setting: Pharmaceutical Length: 34p development
industry Length: 18p
Company Size: large 584034 Supplementary Materials: Teaching
Gross Revenues: $700 million sales Title: Syntex Laboratories (B) Note, (503091), 14p, by John T.
Subjects: Market research; Marketing Author(s): Clarke, Darrel G. Gourville
implementation; Pharmaceuticals; Publication Date: 09/01/1983
Quantitative analysis; Sales Revision Date: 11/07/1984 504S34
management; Strategic planning Product Type: Case (Field) Title: Synthes, Spanish Version
Length: 22p Abstract: The recommendations of the Author(s): Gourville, John T.
consultants require a number of Publication Date: 12/14/2001
585131 assumptions and modifications to be Revision Date: 04/03/2002
Title: Syntex Laboratories (A), Computer implemented by Syntex Labs. Presents Product Type: LACC Case
Supplement: Sales Force Strategy the initial implementation plan of the Abstract: Synthes is the recognized
Model company. May be used with: (584033) leader in the U.S. orthopedic implant
Author(s): Clarke, Darrel G. Syntex Laboratories (A). market, with a 50% market share in the
Publication Date: 11/02/1984 Geographic Setting: California metallic plates, rods, and screws used to
Product Type: Supplement (Field) Industry Setting: Pharmaceutical fix severe bone fractures. Synthes'
Abstract: Computer supplement. industry marketplace strength lies in the strength
Industry Setting: Pharmaceutical Company Size: large of its sales force and in the quality and
industry Gross Revenues: $700 million sales reliability of its products. A major
Subjects: Market research; Marketing Subjects: Market research; Marketing drawback to all metallic implants,
implementation; Pharmaceuticals; implementation; Pharmaceuticals; however, is that they often need to be
Quantitative analysis; Sales Quantitative analysis; Sales removed after the bones have healed.
management; Strategic planning management; Strategic planning To address this problem, several major
Length: 6p Length: 18p competitors have recently introduced
polymer-based "bioresorbable" implants.
In theory, these new implants remain
rigid while the fracture heals, then Subjects: Marketing organization; Supplementary Materials: Teaching
gradually dissolve, eliminating their need Marketing strategy; Operating systems; Note, (396252), 30p, by Jeffrey F.
for removal. In reality, however, some of Systems analysis; Systems design Rayport
these new implants have proven Length: 14p
problematic--causing infection, 395032
incomplete healing, or the need for a 591099 Title: TV Guide (B)
second surgery. This leaves Synthes Title: TBIRD: The Thai Business Author(s): Rayport, Jeffrey F.;
debating whether to enter the Initiative in Rural Development Salzinger, Steven M.
bioresorbable market and risk a high- Author(s): Rangan, V. Kasturi Publication Date: 01/16/1995
profile product failure or to remain an Publication Date: 03/05/1991 Revision Date: 09/15/1997
observer and allow others to test the Revision Date: 05/28/1991 Product Type: Case (Field)
market and eventually validate (or Product Type: Case (Field) Abstract: TV Guide, the nation's most
invalidate) the concept. Designed for a Abstract: During the period of 1987 to profitable and largest magazine,
course on the marketing of innovations, 1990, while Thailand had one of the attempts entry into the world of
but would work well as a general fastest growing economies in the world electronic publishing. The crux of TV
strategy case or a sustaining value case (average growth rate of 12%), the Guide's strategy is to transform the
in most any marketing class. income disparity between its rural and magazine's content into a centralized
Geographic Setting: United States urban population (especially Bangkok database that can be accessed by new
Industry Setting: Medical supplies City) was growing increasingly worse. businesses, like on-screen programming
Number of Employees: 2,000 Mechai Viravaidya, founder of Thailand's guides for television, online service
Gross Revenues: $500 million most successful family planning companies, and cutting-edge Internet
revenues program, came out with an interesting applications developers. The case
Subjects: Innovation; Marketing idea to address this disparity. Named covers the development issues TV
strategy; Medical supplies; Product TBIRD, the idea involved convincing Guide faced in each business and the
development businesses to each adopt a village to problems it foresaw trying to manage
Length: 18p transfer management skills to the village such disparate businesses under one
population. The case describes the umbrella. May be used with: (395031)
582129 implementation of the concept and TV Guide (A).
Title: Systems Analysis in Marketing raises several challenges for students to Geographic Setting: Radnor, PA
Author(s): Shapiro, Benson P. address. Industry Setting: Publishing industry
Publication Date: 04/11/1982 Geographic Setting: Thailand Number of Employees: 3,000
Product Type: Note Company Size: small Gross Revenues: $400 million
Abstract: Discusses three forms of Number of Employees: 10 revenues
systems analysis in marketing: sales Subjects: Developing countries; Subjects: Information systems;
response curves, competitive response Economic development; Industrial Marketing strategy; Publishing industry;
matrices, and conversion matrices. The markets; Nonprofit marketing; Social Service management
first relates sales to different elements of enterprise; Southeast Asia Length: 25p
the marketing mix, the second considers Length: 23p Supplementary Materials: Teaching
competitive reactions to marketing Supplementary Materials: Case Video, Note, (396252), 30p, by Jeffrey F.
activities, and the third, the sale of items (891515), 18 min, by V. Kasturi Rangan, Rayport; Supplement (Library),
in a product line related to the initial sale Alexandra Roddy (898107), 4p, by Jeffrey F. Rayport,
of another item (cascaded demand). Carrie L. Ardito
Subjects: Competition; Demand 395031
analysis; Market analysis; Marketing Title: TV Guide (A) 898107
mixes; Product lines; Systems analysis Author(s): Rayport, Jeffrey F.; Title: TV Guide (C)
Length: 4p Salzinger, Steven M. Author(s): Rayport, Jeffrey F.; Ardito,
Publication Date: 11/04/1994 Carrie L.
67301 Revision Date: 08/25/1997 Publication Date: 12/18/1997
Title: Systems Approach to Marketing Product Type: Case (Field) Product Type: Supplement (Library)
Author(s): Adler L Abstract: TV Guide is the largest Abstract: Supplements the (B) case.
Publication Date: 05/01/1967 magazine in the United States and is Must be used with: (395032) TV Guide
Product Type: Harvard Business attaining record profitability. This case (B).
Review Article details the economics of TV Guide's Industry Setting: Publishing industry
Abstract: The systems approach to the success by studying its advertiser and Subjects: Information systems;
design and sale of products is the most reader relationships. Presents a detailed Marketing strategy; Publishing industry;
promising development in marketing look at how a large magazine manages Service management
theory and practice. The object of this all aspects of its business in the face of Length: 4p
approach is to provide a complete emerging competition. May be used
offering to the market rather than a mere with: (395032) TV Guide (B). BH213
product. A systems outlook guides the Geographic Setting: Radnor, PA Title: Tacit Meaning in Disguise: Hidden
introduction of new products and helps Industry Setting: Publishing industry Metaphors in New Product Development
evolve a marketing intelligence system Number of Employees: 1,300 and Market Making
tailored to the needs of each marketer. Gross Revenues: $600 million Author(s): Teichert, Thorsten; Wartburg,
The rewards of the application of the revenues Iwan, von; Braterman, Russell
systems approach are: deeper market Subjects: Information systems; Publication Date: 11/15/2006
penetration, a broadening of markets, Marketing strategy; Publishing industry; Product Type: Business Horizons
extension of product lines, and Service management Article
increased competitive strength. Length: 29p Publisher: Business Horizons/Indiana
University Publication Date: 06/16/2006 Length: 15p

Abstract: Explores the role of metaphor Revision Date: 10/26/2007 Supplementary Materials: Teaching
in product development processes and Product Type: Case (Field) Note, (595082), 5p, by Walter J. Salmon,
market making. Based on a Abstract: Takashimaya, the largest David Wylie
sociocognitive perspective of innovation department store in Japan, was suffering
dynamics and required learning by from declining sales. CEO Koji Suzuki 500082
market actors, the potential of had succeeded in instituting changes to Title: Talbots: A Classic
metaphors for mental model cut costs. However, Suzuki needed to Author(s): Rangan, V. Kasturi; Bell,
development during new product come up with a strategy to increase Marie
development (NPD) processes is sales, particularly in apparel, which Publication Date: 01/26/2000
investigated. Three roles for metaphors comprised the largest segment. Product Type: Case (Field)
as cognitive focusing devices for the co- Describes in detail the company's Abstract: This case traces why the $1
evolution of producers' and consumers' endeavors to develop its private brand in billion women's clothing retailer, decided
mental models are inferred: mental apparel. to, attract younger customers, what went
model communication, mental model Geographic Setting: Japan wrong, and the actions taken to recover.
matching, and mental model creation. Industry Setting: Apparel industry By the end of 1999, the company has
These roles are illustrated by examples Number of Employees: 11,146 reestablished itself and faces several
that reinforce the need for creativity in Gross Revenues: $10 billion revenues growth opportunities and must decide on
applying metaphors as cognitive Event Year Start: 2005 the best course of action.
focusing devices in NPD and market Event Year End: 2005 Geographic Setting: Massachusetts
making. Subjects: NO Industry Setting: Retail industry
Subjects: NO SUBJECTS(KEYWORDS) Gross Revenues: $1 billion revenues
SUBJECTS(KEYWORDS) Length: 31p Subjects: Brands; Clothing; Growth
Length: 11p Year New: 2006 strategy; Merchandising; Product
Year New: 2006 positioning; Retailing
81204 Length: 23p
BH085 Title: Taking Technology to Market Supplementary Materials: Teaching
Title: Tactical Implementation: The Author(s): Ford D; Ryan C Note, (502060), 11p, by V. Kasturi
Devil Is in the Details Publication Date: 03/01/1981 Rangan, Marie Bell
Author(s): Porter, Thomas W.; Harper, Product Type: Harvard Business
Stephen C. Review Article 503S14
Publication Date: 01/15/2003 Abstract: With the pressures of Title: Talbots: A Classic, Spanish
Product Type: Business Horizons competition, R&D costs, and antitrust Version
Article laws, companies must market Author(s): Rangan, V. Kasturi; Bell,
Publisher: Business Horizons/Indiana technology during all phases of its life Marie
University cycle. The technology life cycle includes Publication Date: 01/26/2000
Abstract: The realities of putting tactics stages from idea through development Product Type: LACC Case
to work confound people on the to direct sales. At each stage a company Abstract: Talbots has recently
corporate firing line every day. Today's must decide whether it is most profitable recovered from a disastrous 1997 that
tumultuous marketplace and growing to exploit, license, or sell the technology. saw earnings fall from $1.91 per share to
business complexities don't help. And Issues involved vary according to the $0.18 per share after the company tried
frontline managers and employees are stage of development. to attract a younger customer segment.
the ones facing many of these Subjects: Licensing; Marketing strategy; This case traces why the $1 billion
challenges while trying to make top Product life cycle; Technology women's clothing retailer decided to
management dreams a reality. Attention Length: 10p attract younger customers, what went
must focus on the critical, yet often wrong, and the actions taken to recover.
neglected, issue of effective tactical 591006 By the end of 1999, the company has
implementation, including many of the Title: Talbots reestablished itself, faces several growth
misconceptions and factors that Author(s): Salmon, Walter J.; Wylie, opportunities, and must decide on the
contribute to its failure or success. David best course of action.
Based on an ongoing research program Publication Date: 08/31/1990 Geographic Setting: Massachusetts
on marketing implementation Revision Date: 12/01/1993 Industry Setting: Retail industry
challenges, five key principles of tactical Product Type: Case (Field) Gross Revenues: $1 billion revenues
implementation are highlighted here, Abstract: Describes the entry of this Subjects: Brands; Clothing; Growth
followed by eight recommendations to store and catalog retailer of classic strategy; Merchandising; Product
help managers cope with it-- women's clothing into the Japanese positioning; Retailing
recommendations that apply to all market place. Introduces such issues as Length: 26p
aspects of business. cross-border management, multi-
Subjects: Marketing management; national retailing, and joint venturing. F0510J
Marketing strategy; Operations Geographic Setting: Hingham, MA; Title: Talk About Brand Strategy
management; Strategy implementation Japan Author(s): Mizik, Natalie; Jacobson,
Length: 8p Industry Setting: Retail industry Robert
NEW Company Size: mid-size Publication Date: 10/01/2005
Gross Revenues: $453 million Product Type: Harvard Business
506054 revenues Review Article
Title: Takashimaya in Transition Subjects: Clothing; International Abstract: Communicating your brand
Author(s): Lal, Rajiv; Egawa, Masako; marketing; Japan; Joint ventures; strategy to the financial community can
Toyama, Chisato Marketing strategy; Retailing boost share price, say Columbia
Business School's Natalie Mizik and technological improvements guided Abstract: When Richard Florida's book
University of Washington Business Seven-Eleven Japan's rapid growth. At "The Rise of the Creative Class" first
School's Robert Jacobson. the core of these lies Tanpin Kanri, appeared, it sparked intense discussions
Subjects: NO Suzuki's signature management about his assertion that people he
SUBJECTS(KEYWORDS) framework. deemed the creative class--engineers,
Length: 1p Geographic Setting: Japan scientists, writers, artists, educators, and
Year New: 2005 Industry Setting: Convenience store other--created a greater share of
industry; Retail industry economic activity than other groups and
506002 Number of Employees: 4,815 have a profound effect on society. The
Title: Tanpin Kanri: Retail Practice at Gross Revenues: 2.4 trillion yen concept is now widely accepted and
Seven-Eleven Japan revenues marketers have begun to wrestle with
Author(s): Lal, Rajiv; Han, Arar Event Year End: 2004 how to position products and services for
Publication Date: 07/12/2005 Subjects: NO this highly desirable segment. The
Product Type: Case (Library) SUBJECTS(KEYWORDS) creative class represents: 40 million
Abstract: Toshifumi Suzuki, chairman Length: 19p people in the U.S. and 150 million
and CEO of Seven and I Holding Co., Year New: 2007 people worldwide; 31% of the U.S.
was widely credited as the mastermind workforce yet 50% of total wages and
behind Seven-Eleven Japan's F0807E income; and $474 billion in discretionary
spectacular rise. Although Seven-Eleven Title: Tap Consumers' Desire for spending. How can you get your slice of
Japan began as a small licensee of U.S. "Shoulds" this lucrative pie? What features and
convenience store chain 7-Eleven, Inc. Author(s): Milkman, Katherine L. benefits most appeal to creatives?
(then Southland Corp.) in 1974, it grew Publication Date: 07/01/2008 Through what channels can they most
to become the highest grossing retailer Product Type: Harvard Business effectively be reached? How do you
in Japan, eclipsing its then-parent Ito- Review Article leverage their power as influencers? In
Yokado's sales. By 2005, it also owned a Abstract: Research shows that people this interactive session, Richard Florida
controlling stake in 7-Eleven, Inc. Over favor pleasurable "want" options if the will explore these questions and more. In
the years, Suzuki's emphasis on fresh consequences are immediate, and good- this best practice briefing you will learn
merchandise, innovative inventory for-you "should" options if the how to: better understand how the
management techniques, and numerous consequences will occur in the future. creative class can be segmented by
technological improvements guided That finding offers potentially profitable personality and sexual orientation as
Seven-Eleven Japan's rapid growth. At opportunities. well as income and other traditional
the core of these lies Tanpin Kanri, Subjects: NO means; create specific messaging that
Suzuki's signature management SUBJECTS(KEYWORDS) appeals to the exact targets you want to
framework. May be used with: (505048) Length: 3p reach; and position your products and
Ito-Yokado: The Challenge of Apparel. Year New: 2007 services for more impact at introduction
Geographic Setting: Japan and rollout.
Industry Setting: Convenience store Subjects: NO
579183
industry; Retail industry SUBJECTS(KEYWORDS)
Title: Tappan Microwave Ovens
Number of Employees: 4,815 Length: 90 min
Author(s): Buzzell, Robert D.;
Gross Revenues: 2.4 trillion yen List Price: $349.00
Wiersema, Frederik D.
revenues Year New: 2005
Event Year End: 2004 Product Type: Case (Library)
Subjects: NO Abstract: Describes Tappan's position 2604CD
SUBJECTS(KEYWORDS) and strategy in the microwave oven Title: Tapping Into Creative Class
Length: 17p market. Should be used in conjunction Consumption: Marketing and
Year New: 2005 with the Note on the Microwave Oven Communicating with the People Creating
Industry to evaluate the company's the Future, featuring Richard Florida, A
507S06 thrust in this growth market. Harvard Business School Publishing
Title: Tanpin Kanri: Retail Practice at Geographic Setting: United States Virtual Seminar CD, Single User
Seven-Eleven Japan, Spanish Version Industry Setting: Microwave Author(s): Florida, Richard
Author(s): Lal, Rajiv; Han, Arar Company Size: large Publication Date: 10/20/2007
Publication Date: 07/12/2005 Subjects: Appliances; Competition; Product Type: Conference Audio
Product Type: LACC Case Consumer goods; Growth strategy; Abstract: When Richard Florida's book
Abstract: Toshifumi Suzuki, chairman Marketing strategy "The Rise of the Creative Class" first
and CEO of Seven and I Holding Co., Length: 6p appeared, it sparked intense discussions
was widely credited as the mastermind Supplementary Materials: Teaching about his assertion that people he
behind Seven-Eleven Japan's Note, (585125), 9p, by Robert D. Buzzell deemed the creative class--engineers,
spectacular rise. Although Seven-Eleven scientists, writers, artists, educators, and
Japan began as a small licensee of U.S. others--created a greater share of
2604SL
convenience store chain 7-Eleven, Inc. economic activity than other groups and
Title: Tapping Into Creative Class
(then Southland Corp.) in 1974, it grew have a profound effect on society. The
Consumption: Marketing and
to become the highest grossing retailer concept is now widely accepted and
Communicating with the People Creating
in Japan, eclipsing its then-parent Ito- marketers have begun to wrestle with
the Future, featuring Richard Florida, A
Yokado's sales. By 2005, it also owned a how to position products and services for
Harvard Business School Publishing
controlling stake in 7-Eleven, Inc. Over this highly desirable segment. The
Virtual Seminar CD, Multi User
the years, Suzuki's emphasis on fresh creative class represents: 40 million
Author(s): Florida, Richard
merchandise, innovative inventory people in the U.S. and 150 million
management techniques, and numerous people worldwide; 31% of the U.S.
Product Type: Conference Audio
workforce yet 50% of total wages and Length: 2p Gross Revenues: $8 billion revenues
income; and $474 billion in discretionary Subjects: Agribusiness; International
spending. How can you get your slice of 4851BC marketing; Marketing strategy
this lucrative pie? What features and Title: Targeting Myth Markets: The First Length: 27p
benefits most appeal to creatives? Step in Developing a Cultural Branding
Through what channels can they most Strategy 509008
effectively be reached? How do you Author(s): Holt, Douglas B. Title: Taylor Fresh Foods
leverage their power as influencers? In Publication Date: 09/15/2004 Author(s): Bell, David E.; Shelman,
this interactive session, Richard Florida Product Type: HBS Press Chapter Mary; Kindred, Natalie
will explore these questions and more. In Abstract: Identity brands are different Publication Date: 12/15/2008
this best practice briefing you will learn from those competing in product Product Type: Case (Field)
how to: better understand how the markets. They participate in myth Abstract: In 13 years, Bruce Taylor had
creative class can be segmented by markets, competing and collaborating built Taylor Fresh Foods into a $1 billion
personality and sexual orientation as with other cultural products like films, company and the top supplier of salads
well as income and other traditional music, television, sports, and books. The to the U.S. food service industry and to
means; create specific messaging that first step of your cultural branding supermarket deli departments. In 2008,
appeals to the exact targets you want to strategy, therefore, must be identifying he was convinced that the time was right
reach; and position your products and and targeting the most appropriate myth to make a big push in the fresh food area
services for more impact at introduction market. to satisfy consumers that were
and rollout. Subjects: NO demanding more convenient, natural,
Event Year Start: 2007 SUBJECTS(KEYWORDS) good-tasting, and locally-grown foods.
Event Year End: 2007 Length: 26p Bruce needed an action plan to make
Subjects: NO List Price: $6.95 Taylor Fresh the industry leader before
SUBJECTS(KEYWORDS) Year New: 2007 his competition woke up to the
Length: 90 min opportunity that lay before them all.
List Price: $129.00 Geographic Setting: United States
599107
Year New: 2005 Industry Setting: Agribusiness; Food
Title: Tarnished Rings?: Olympic
Games Sponsorship Issues industry
KEL314 Author(s): Greyser, Stephen A.; Number of Employees: 5,000
Title: Target Stores: Strategic Brand Clendenin, John A. Gross Revenues: $1 billion
Alliance Exercise Publication Date: 04/27/1999 Event Year Start: 2008
Author(s): Tybout, Alice M. Revision Date: 08/04/2004 Event Year End: 2008
Publication Date: 01/01/2007 Product Type: Case (Library) Subjects: NO
Product Type: Case (Field) Abstract: Focuses on the impacts for SUBJECTS(KEYWORDS)
Abstract: This exercise asks students to Olympic sponsor companies of the Length: 38p
develop criteria that Target Stores bribery allegations related to the Salt
should use in evaluating strategic brand Lake City Olympic Committee's 89205
alliances to support its positioning as a successful bid for the 2002 Winter Title: Teamwork for Today's Selling
store where you can "Expect More. Pay Games. The spread of the scandal to the Author(s): Cespedes, Frank V.; Doyle,
Less." Students are then charged with International Olympic Committee board Stephen X.; Freedman, Robert J.
proposing a new strategic partner for members and the recent bids of other Publication Date: 03/01/1989
Target that meets the criteria they cities threaten the value of Olympic Product Type: Harvard Business
identify. Background information about sponsorship to key companies involved. Review Article
the Target "guest" and past strategic Geographic Setting: Global Abstract: Selling industrial goods has
alliance is provided. Industry Setting: Professional sports become more complicated in recent
Geographic Setting: United States teams & organizations years. It is more likely to be the domain
Industry Setting: Retail industry Subjects: Communication; Consumer of teams that handle large accounts by
Subjects: NO behavior; Consumer marketing; coordinating their efforts across product
SUBJECTS(KEYWORDS) Management of crises; Sports lines. Even without formal teams, greater
Length: 4p Length: 7p coordination is often required to land the
Year New: 2004 sale and keep the customer. Three
F0206B concerns have the most serious effect
Title: Target the Almost Rich 593068 on coordination with an account-sharing
Author(s): Johnson, Brian A.; Nunes, Title: Tate & Lyle PLC--Global strategy: compensation systems, goal
Paul F. Sweetener: Leadership in the 1990s setting, and staffing and training.
Publication Date: 06/01/2002 Author(s): Goldberg, Ray A. Subjects: Industrial markets;
Product Type: Harvard Business Publication Date: 12/17/1992 Organizational structure; Sales
Review Article Product Type: Case (Field) compensation; Sales management;
Abstract: Marketers have masterfully Abstract: Tate & Lyle is the largest most Teams
targeted the middle class and the very diversified firm in the global sweetener Length: 7p
rich, but a breed of consumer is flying industry. It has to assess its future
under their radar--those who aren't truly leadership role and position in the 591050
wealthy but still rank in the top 20% of industry. Title: Techsonic Industries, Inc.:
earners. Three tactics can help Geographic Setting: Global Customer Service
companies reach the "almost rich." Industry Setting: Sugars & sweeteners Author(s): Menezes, Melvyn A.J.;
Subjects: Market definition; Market industry Palter, Elisa M.
positioning; Marketing implementation; Company Size: large Publication Date: 02/12/1991
Marketing strategy Number of Employees: 14,000 Product Type: Case (Field)
Abstract: Highlights the use of 595052 considered to be free.

information technology to enhance Title: Tectonic Changes in the World of Geographic Setting: California
customer service and raises the Marketing Industry Setting: Agriculture industry
powerful issue of whether it is possible Author(s): School Press, Harvard Company Size: small
to go too far in servicing customers. Business Gross Revenues: $25 million sales
Much of the company's success is based Publication Date: 12/01/1994 Subjects: Agribusiness
on its legendary customer service which Product Type: Reprint Length: 30p
includes a unique tie-up with Federal Abstract: Describes the intensely
Express. After years of rapid growth, competitive, rapidly changing world in 585047
however, Techsonic Industries is facing which marketers must currently operate. Title: Telecom, Inc.
a sharp downturn in revenues and Shows how product line and order cycle Author(s): Moriarty, Rowland T., Jr.;
profits. Top management has to decide management along with Furey, Tim R.
how to respond to its financial difficulties. interjurisdictional coordination can be Publication Date: 01/03/1985
Options include cutting back on the used to cope with the challenges. Revision Date: 07/01/1986
sales force and some components of Subjects: Competition; Industry Product Type: Case (Gen Exp)
customer service. Also permits students structure; International marketing; Abstract: A recent MBA is asked to
to evaluate the life-time value of a Marketing management; Marketing research the market for nonintelligent
customer. strategy; Strategic market planning data terminals. After two months of
Geographic Setting: United States Length: 10p preliminary research, she needs to
Industry Setting: Fishing; Electronics decide if more research is necessary
industry 2068 before making a presentation to her
Company Size: mid-size Title: Ted Levitt on Marketing boss. If she decides to do additional
Gross Revenues: $110 million (Paperback) research, she has four market research
revenues Author(s): Levitt, Theodore proposals to evaluate, using very
Subjects: Customer relations; Customer Publication Date: 07/10/2006 different methods for data collection at
service; Electronics; Information Product Type: HBR Paperback Series very different costs.
services; Information technology; Abstract: Ted Levitt is one of the most Geographic Setting: United States
Marketing strategy; New product widely respected thinkers in the field of Industry Setting: Computer services
marketing; Service management marketing and management. His work industries
Length: 20p and writings have changed the way Company Size: large
scores of companies think about their Gross Revenues: $600 million
591007 businesses, organize for innovation and revenues
Title: Techsonic Industries, Inc.: creativity, and market their products and Subjects: Data processing; Industrial
Humminbird - New Products services. Now, managers can have markets; Market research; Market
Author(s): Menezes, Melvyn A.J.; access to the best of Levitt's thinking segmentation
Beinhocker, Eric over the last five decades in Ted Levitt Length: 21p
Publication Date: 11/30/1990 on Marketing. Framed by a new
Product Type: Case (Field) introduction, this book features seminal E249
Abstract: After several new product articles, including "Marketing Success Title: Tellme Networks
failures, the company began using Through Differentiation," "The Author(s): Rachleff, Andrew
customer input to help develop new Globalization of Markets," "After the Sale Publication Date: 05/10/2007
products. In 1989, the fishing electronics Is Over," and "Marketing Myopia." A Product Type: Case (Field)
industry is experiencing a downturn, and must-have resource for managers and Publisher: Stanford University
the company's sales and profits are marketers in any industry, this Harvard Abstract: In early 2001, following a
slipping. The company, which has one Business Review Paperback book is lackluster consumer service launch,
product line (depth sounders) and a filled with big ideas and practical tools Tellme Networks made the decision to
strong brand (Humminbird), has for creating and sustaining a company's bet its future on a customer support
conducted substantial market research competitive edge. operator elimination application aimed at
on three new products. Of these, one is Subjects: NO enterprise companies. Unfortunately,
an extension of the existing line, while SUBJECTS(KEYWORDS) sales associated with the new strategy
the other two would be new product lines Length: 240p were not ramping. Tellme board advisor
for the company. Top management is List Price: $24.95 Bill Campbell, chairman and former CEO
deciding which one or more of the three Year New: 2006 of Intuit, grew frustrated with the small
new products it should proceed with. amount of information on which strategic
Geographic Setting: United States 589066 decisions were being made and
Industry Setting: Fishing; Electronics Title: Tejon Ranch and California Water challenged David Weiden, VP Marketing,
industry Use to develop a plan that could help
Company Size: mid-size Author(s): Goldberg, Ray A.; Hance, determine the problem with the new
Gross Revenues: $100 million Chip strategy. Weiden embarked on
revenues Publication Date: 11/01/1988 developing a model, Project Rifle, to
Subjects: Electronics; Market research; Revision Date: 12/21/1988 answer these questions. Rifle was a
Marketing strategy; Product introduction; Product Type: Case (Field) methodology to choose markets and
Product management; Product planning Abstract: Illustrates the complexity of customers most likely to buy the
& policy equitably distributing a limited resource, Tellme's services in large quantities.
Length: 23p in this case water, among the many Rifle seemed to reveal prospects that
Supplementary Materials: Teaching needy users. Water marketing is were far different from the management
Note, (592103), 5p, by Robert J. Dolan proposed as one solution to fairly value team's intuition. If Tellme implemented
the resource--a resource once Rifle, the sales team would not have
much of a say with regard to potential Project Publication Date: 01/01/2001

customers to target. In other words, Author(s): Shapiro, Benson P.; Cline, Product Type: Supplement (Field)
sales people would be chosen for their Craig E. Publisher: Design Management Institute
sales ability rather than their Publication Date: 12/17/1977 Abstract: Supplements the case. Must
relationships or contacts. Sales people Revision Date: 01/09/1981 be used with: (DMI003) Terry's Group:
who did not buy into the process would Product Type: Case (Field) Designing Novelty Chocolates.
likely leave. Abstract: After three years of Industry Setting: Food industry
Geographic Setting: Silicon Valley successfully selling a turnkey product Subjects: Brands; Food; Market
Industry Setting: Telecommunications with high application engineering content research; New product marketing;
industry to one customer, Mr. Jim Prestridge, Pricing; Product development
Subjects: NO vice president and new head of the Length: 2p
SUBJECTS(KEYWORDS) semiconductor test division, must decide Supplementary Materials: Teaching
Length: 15p whether to sell a similar product to Note, (DMI005), 8p, by John A. Quelch,
Year New: 2007 another customer, to develop a new Margaret Bruce
product for the first customer, or to get
581023 out of the business altogether. Primary 508068
Title: Teradyne, Inc.--1979: case issues involve custom versus Title: Terumo (A)
Semiconductor Test Division (A) proprietary products in a fast-growing, Author(s): Egawa, Masako; Godes,
Author(s): Shapiro, Benson P.; high-technology company, and David; Yamazaki, Mayuka
Sherman, Jeffrey J. managing business opportunities that Publication Date: 02/11/2008
Publication Date: 08/01/1980 involve high risks. The case is complex. Revision Date: 03/21/2008
Revision Date: 08/16/1985 Geographic Setting: New England Product Type: Color Case
Product Type: Case (Field) Industry Setting: Electronics industry Abstract: Terumo faces two challenges:
Abstract: In 1979, the management of Gross Revenues: $50 million sales how to sell its catheter products in the
Teradyne's Semiconductor Test Division Subjects: Electronics; Engineering; U.S. and its new "Solution Pack" in its
had to make important decisions High technology products; Industrial domestic market, Japan. The case
regarding the allocation of engineering markets; Product design; Product lines; provides rich detail on the firm's
resources in the face of increased Risk management; Sales management evolution from a manufacturer of
competition. They had to choose Length: 25p thermometers to a seller of commodity
between upgrading an existing product products like syringes to a diversified
and developing a new one. DMI003 firm offering a range of advanced
Geographic Setting: United States Title: Terry's Group: Designing Novelty products--catheters and graphs, for
Industry Setting: Automation test Chocolates example--in addition to commodity
equipment Author(s): Quelch, John A.; Bruce, products. It describes how the firm's
Gross Revenues: $53 million revenues Margaret sales strategy--including changes in
Subjects: Electronics; Industrial Publication Date: 01/01/2001 structure and compensation--changed as
markets; Product development; Product Product Type: Case (Field) its overall product line evolve. The case
planning & policy; Semiconductors; Publisher: Design Management also offers an interesting contrast for
Technological change Institute students studying sales forces, in terms
Length: 14p Abstract: Focuses on the development of how this Japanese model differs in the
Supplementary Materials: Supplement and market launch of a new FMCG way, for example, the firm
(Field), (581024), 2p, by Benson P. product (a chocolate bar). The product compensates--and views--salespeople.
Shapiro, Jeffrey J. Sherman; Teaching was innovative and positioned in the May be used with: (508070) Terumo
Note, (584070), 15p, by Benson P. niche market of indulgent countlines. (C).
Shapiro Pricing and market strategy for the Number of Employees: 9,600
product are highlighted. Focus groups Gross Revenues: $2 billion
581024 were held with consumers after market Event Year Start: 2005
Title: Teradyne, Inc.--1979: launch, as the market acceptance of the Event Year End: 2005
Semiconductor Test Division (B) product was lower than initially planned. Subjects: NO
Author(s): Shapiro, Benson P.; Focuses on a strategy to increase SUBJECTS(KEYWORDS)
Sherman, Jeffrey J. market acceptance. Length: 33p
Publication Date: 08/01/1980 Industry Setting: Food industry Supplementary Materials: Supplement
Revision Date: 06/13/1983 Subjects: Brands; Food; Market (Field), (508069), 3p, by Masako Egawa,
Product Type: Supplement (Field) research; Marketing strategy; New David Godes, Mayuka Yamazaki
Abstract: Supplements the (A) case. product marketing; Pricing; Product Year New: 2005
Must be used with: (581023) Teradyne, development
Inc.--1979: Semiconductor Test Division Length: 14p 508069
(A). Supplementary Materials: Supplement Title: Terumo (B)
Industry Setting: Electronics industry; (Field), (DMI004), 2p, by John A. Author(s): Egawa, Masako; Godes,
Semiconductor industry Quelch, Margaret Bruce; Teaching Note, David; Yamazaki, Mayuka
Subjects: Electronics; Industrial (DMI005), 8p, by John A. Quelch, Publication Date: 02/11/2008
markets; Product development; Product Margaret Bruce Revision Date: 03/10/2008
planning & policy; Semiconductors; Product Type: Supplement (Field)
Technological change DMI004 Abstract: An abstract is not available for
Length: 2p Title: Terry's Group: Designing Novelty this product. Must be used with:
Chocolates, Epilogue (508068) Terumo (A).
578117 Author(s): Quelch, John A.; Bruce, Subjects: NO
Title: Teradyne, Inc.: The Hybrid Circuit Margaret SUBJECTS(KEYWORDS)
Length: 3p about the bad. They shrug off a string of Supplementary Materials: Teaching
Year New: 2005 unsuccessful calls and continue calling. Note, (IMD231), 44p, by Kamran
Sales managers should not try to hire Kashani
508070 only those who will become top NEW
Title: Terumo (C) performers, rather they must nurture
Author(s): Egawa, Masako; Godes, their salespeople with potential. IMD233
David; Yamazaki, Mayuka Subjects: Employee attitude; Employee Title: Tetra Pak (C): Implementing New
Publication Date: 02/11/2008 training; Sales management Initiatives
Product Type: Color Case Length: 4p Author(s): Kashani, Kamran; Shaner,
Abstract: This case provides a further Janet
update on the firm's decision regarding IMD230 Publication Date: 06/13/2003
its U.S. sales strategy for its catheter Title: Tetra Pak (A): The Challenge of Revision Date: 01/03/2006
products and the progress of Solution Intimacy with a Key Customer Product Type: Supplement (Field)
Pack. It also discusses the expansion of Author(s): Kashani, Kamran; Shaner, Publisher: IMD - International Institute
the firm's "Medical Pranex," a unique Janet for Management Development
facility offering training and meeting Publication Date: 06/13/2003 Abstract: An abstract is not available for
space for doctors and nurses. Must be Revision Date: 01/03/2006 this product. Must be used with:
used with: (508068) Terumo (A). Product Type: Case (Field) (IMD230) Tetra Pak (A): The Challenge
Subjects: NO Publisher: IMD - International Institute of Intimacy with a Key Customer.
SUBJECTS(KEYWORDS) for Management Development Subjects: NO
Length: 4p Abstract: Describes a failed attempt to SUBJECTS(KEYWORDS)
Year New: 2005 sell new packaging machinery to a key Length: 5p
Italian customer facing declining sales Supplementary Materials: Teaching
76309 and profits in its milk business. Tetra Note, (IMD231), 44p, by Kamran
Title: Test Marketing in New Product Pak's analysis leads them to propose a Kashani
Development new product strategy that is summarily NEW
Author(s): Klompmaker, Jay E.; rejected by the customer. Raises the
Hughes, G. David; Haley, Russell I. issue of Tetra Pak's strategy in the IMD234
Publication Date: 05/01/1976 Italian milk market and the wisdom of its Title: Tetra Pak (D): Results Achieved
Product Type: Harvard Business proposed customer strategy. The (and the Remaining Issues)
Review Article broader question is whether the Author(s): Kashani, Kamran; Shaner,
Abstract: Test marketing should be company is serving the best interest of Janet
conducted to provide a dress rehearsal its key accounts. Publication Date: 06/20/2003
for launching of a new product by a Geographic Setting: Italy Revision Date: 01/03/2006
company. Test marketing gives Industry Setting: Packaging, carton & Product Type: Supplement (Field)
information to improve marketing container industries Publisher: IMD - International Institute
productivity and avoid disasters. It Number of Employees: 22,000 for Management Development
should be used in conjunction with other Gross Revenues: 7 Billion Euros Abstract: An abstract is not available for
marketing information. Recent Subjects: NO this product. Must be used with:
technological developments allow SUBJECTS(KEYWORDS) (IMD230) Tetra Pak (A): The Challenge
laboratory simulation of test marketing Length: 14p of Intimacy with a Key Customer.
which can reduce test marketing costs Supplementary Materials: Teaching Subjects: NO
significantly. Researchers may use Note, (IMD231), 44p, by Kamran SUBJECTS(KEYWORDS)
mathematical market simulation models. Kashani; Supplement (Field), (IMD232), Length: 6p
Subjects: Market research; Marketing 9p, by Kamran Kashani, Janet Shaner; Supplementary Materials: Teaching
strategy; Product development; Product Supplement (Field), (IMD233), 5p, by Note, (IMD231), 44p, by Kamran
introduction; Simulation; Test markets Kamran Kashani, Janet Shaner; Kashani
Length: 10p Supplement (Field), (IMD234), 6p, by NEW
Kamran Kashani, Janet Shaner
NEW
90305 576188
Title: The Tests of a Good Salesperson Title: Tex-Fiber Industries: Petroloid
Author(s): Gellerman, Saul W. IMD232 Products Division (A)
Publication Date: 05/01/1990 Title: Tetra Pak (B): The Customer Author(s): Abell, Derek F.; Craig, John
Product Type: Harvard Business Satisfaction Initiative Publication Date: 02/17/1976
Review Article Author(s): Kashani, Kamran; Shaner, Revision Date: 10/24/1983
Abstract: A study of 25 auto-parts Janet Product Type: Case (Field)
salespeople comparing behavior with Publication Date: 06/13/2003 Abstract: After 15 years of corporate
performance indicates that: top Revision Date: 01/03/2006 investments in Tex-Fiber's petroloid
performers focus the conversation on Product Type: Supplement (Field) products division, corporate-wide
the catalog and sample boards, weak Publisher: IMD - International Institute concern for cash flow results in the
performers allow customers to control for Management Development designation of the business as a cash
the talk; strong performers waste little Abstract: An abstract is not available for provider in the period 1975-80. In late
time waiting for the customer's attention, this product. Must be used with: 1974, the widening recession calls into
weak performers are willing to wait for (IMD230) Tetra Pak (A): The Challenge question the profits and cash flow goals
the customer. Most important, strong of Intimacy with a Key Customer. for the first year of this new strategy. The
performers do not take refuge in the Subjects: NO specific question posed in the case is
notion that some days are good and SUBJECTS(KEYWORDS) how Tex-Fiber should react to these
some are bad and nothing can be done Length: 9p pressures in revising its 1975 plan.
Should be used with Tex-Fiber Company Size: large Abstract: Each of Lilypad's boutique
Industries (B). Gross Revenues: $400 million sales hotels has its own sense of place and
Industry Setting: Petroleum industry Subjects: Marketing planning; definition of customer experience.
Company Size: large Marketing strategy; Models; Though loyal to their favorites, guests
Gross Revenues: $460 million sales Multinational corporations; don't visit other luxury properties in the
Subjects: Cash flow; Corporate Petrochemicals; Strategic planning collection or even realize they're
strategy; Long term planning; Marketing Length: 31p affiliated. To boost the lifetime value of
strategy; Multinational corporations; existing customers and reach new ones,
Petrochemicals; Strategic planning 509027 CEO Andre Cleary is thinking about
Length: 17p Title: The American Express Card positioning the hotels more directly
Author(s): Labatt-Randle, Jacquie; under the corporate umbrella. The
577039 Quelch, John A. company could gain scale efficiencies
Title: Tex-Fiber Industries: Petroloid Publication Date: 09/19/2008 and possibly increase visits--but does
Products Division (C) Product Type: Case (Field) one brand really fit all? Four experts
Author(s): Abell, Derek F.; D''Cruz JR; Abstract: Senior executives at comment on this fictional case study in
D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; American Express are reviewing the R0802B and R0802Z. Horst Schulze, the
D'Cruz, Joseph R. company's marketing strategy for charge CEO and president of the West Paces
Publication Date: 10/13/1976 and credit cards in the United States. A Hotel Group, says that Lilypad must
Revision Date: 12/21/1976 variety of growth options exists for build up its corporate brand to create
Product Type: Case (Field) students to consider including further long-term value. This would also help the
Abstract: Presents a short text, followed penetration of existing markets and the company become more efficient at
by copies of a "PIMS" (profit impact of opening of new markets. Historical cross-promoting properties, offering
market strategy) questionnaire form. background information in the case services, and buying supplies in bulk. Jill
Describes Tex-Fiber management's enables instructors to analyze the Granoff, the executive vice president of
desire to utilize PIMS as an aid to phases of American Express's card direct brands at Liz Claiborne, says that
strategic planning and the need to strategy over the past fifty years. the financial risks of putting the Lilypad
submit input data about the business, its Geographic Setting: New York name front and center may outweigh the
environment, its strategy, competition, Number of Employees: >19,000 potential rewards. The company should
and operating results. Students are Gross Revenues: $15 billion instead market its hotels more
required to fill out parts of the Event Year Start: 2008 aggressively to travel agents and
questionnaire forms using their own Event Year End: 2008 selectively acquire new properties to
judgment as well as data contained in Subjects: NO propel further growth. Kevin Lane Keller
the (A) and (B) cases. This is the third of SUBJECTS(KEYWORDS) of Dartmouth argues that Lilypad must
four, to be used in sequence. Length: 23p clarify what its brand represents before
Geographic Setting: United States Supplementary Materials: Teaching giving it any more emphasis. Rather than
Industry Setting: Petroleum industry Note, (509036), 7p, by John A. Quelch making significant changes in the rooms
Company Size: large themselves, which could weaken the
Gross Revenues: $400 million sales individual brands, management should
6290BC
Subjects: Marketing planning; coordinate behind the scenes to improve
Title: The CMO's First Ninety Days
Marketing strategy; Models; cross-sell numbers. Jez Frampton, the
Author(s): Aaker, David
Multinational corporations; global CEO of the consultancy
Petrochemicals; Strategic planning Interbrand, thinks Andre should
Length: 38p systematically examine the brand in
Abstract: What should the CMO do
terms of Lilypad's customers and culture.
during the first ninety days of a new or
That means conducting market research
577040 revitalized job? What should be the first-
and moving away from the current
Title: Tex-Fiber Industries: Petroloid year agenda? The importance of getting
"warlord" approach of managing each
Products Division (D) off to a good start and avoiding a bad
property as a separate fiefdom. May be
Author(s): Abell, Derek F.; D''Cruz JR; one is crucial for anyone undertaking a
used with: (R0802X) The Corporate
D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; change agent role, even if the change
Brand: Help or Hindrance? (HBR Case
D'Cruz, Joseph R. has an extended time horizon. The early
Study).
Publication Date: 10/13/1976 efforts should have two prongs:
Industry Setting: Hotel industry
Revision Date: 02/16/1977 assessing the organization's capability to
Subjects: NO
Product Type: Case (Field) span silos, and creating an action plan.
SUBJECTS(KEYWORDS)
Abstract: Presents a "PIMS" (profit Subjects: NO
Length: 5p
impact of market strategy) analysis of SUBJECTS(KEYWORDS)
Year New: 2007
Tex-Fiber's situation. Management is Length: 13p
debating how to use the analysis as an List Price: $6.95
aid to strategic planning. In particular, R0802B
they are interested in how PIMS can be Title: The Corporate Brand: Help or
R0802Z
used in the construction of the next 5- Hindrance? (HBR Case Study and
Title: The Corporate Brand: Help or
year plan, which calls for a sharp Commentary)
Hindrance? (Commentary for HBR Case
increase in cash flow from the division to Author(s): Dev, Chekitan S.; Keller,
Study)
the corporation. Demonstrates the Kevin L.; Schulze, Horst; Granoff, Jill;
Author(s): Dev, Chekitan S.; Keller,
problems, opportunities and limitations Frampton, Jez
Kevin L.; Schulze, Horst; Granoff, Jill;
associated with the application of PIMS Publication Date: 02/01/2008
Frampton, Jez
to a real strategic planning problem. Product Type: Harvard Business
Geographic Setting: United States Review Article
Industry Setting: Petroleum industry Abstract: Each of Lilypad's boutique
Review Article
hotels has its own sense of place and CEO Andre Cleary is thinking about framework for valuing customers.
definition of customer experience. positioning the hotels more directly Subjects: NO
Though loyal to their favorites, guests under the corporate umbrella. The SUBJECTS(KEYWORDS)
don't visit other luxury properties in the company could gain scale efficiencies Length: 5p
collection or even realize they're and possibly increase visits--but does Supplementary Materials: Teaching
affiliated. To boost the lifetime value of one brand really fit all? Four experts Note, (UV0308), 10p, by Phillip E.
existing customers and reach new ones, comment on this fictional case study. Pfeifer, Roy Perticucci
CEO Andre Cleary is thinking about Horst Schulze, the CEO and president of Year New: 2007
positioning the hotels more directly the West Paces Hotel Group, says that
under the corporate umbrella. The Lilypad must build up its corporate brand 508063
company could gain scale efficiencies to create long-term value. This would Title: The International Finance
and possibly increase visits--but does also help the company become more Corporation's Grassroots Business
one brand really fit all? Four experts efficient at cross-promoting properties, Initiative
comment on this fictional case study in offering services, and buying supplies in Author(s): Rangan, V. Kasturi; Lee,
R0802B and R0802Z. Horst Schulze, the bulk. Jill Granoff, the executive vice Katharine
CEO and president of the West Paces president of direct brands at Liz Publication Date: 02/11/2008
Hotel Group, says that Lilypad must Claiborne, says that the financial risks of Revision Date: 02/27/2009
build up its corporate brand to create putting the Lilypad name front and Product Type: Case
long-term value. This would also help center may outweigh the potential Abstract: Grassroots Business Initiative
the company become more efficient at rewards. The company should instead (GBI) was set up to financially assist
cross-promoting properties, offering market its hotels more aggressively to small enterprises engaged in creating
services, and buying supplies in bulk. Jill travel agents and selectively acquire social value. Three years later, Harold
Granoff, the executive vice president of new properties to propel further growth. Rosen, its creator, wished to explore an
direct brands at Liz Claiborne, says that Kevin Lane Keller of Dartmouth argues alternative funding model to provide it
the financial risks of putting the Lilypad that Lilypad must clarify what its brand with scale and sustainability.
name front and center may outweigh the represents before giving it any more Gross Revenues: $9 million
potential rewards. The company should emphasis. Rather than making Event Year Start: 2008
instead market its hotels more significant changes in the rooms Event Year End: 2008
aggressively to travel agents and themselves, which could weaken the Subjects: NO
selectively acquire new properties to individual brands, management should SUBJECTS(KEYWORDS)
propel further growth. Kevin Lane Keller coordinate behind the scenes to improve Length: 19p
of Dartmouth argues that Lilypad must cross-sell numbers. Jez Frampton, the Year New: 2008
clarify what its brand represents before global CEO of the consultancy
giving it any more emphasis. Rather Interbrand, thinks Andre should
509033
than making significant changes in the systematically examine the brand in
Title: The Metropolitan Opera (A)
rooms themselves, which could weaken terms of Lilypad's customers and culture.
Author(s): Elberse, Anita; Perez, Crissy
the individual brands, management That means conducting market research
should coordinate behind the scenes to and moving away from the current
improve cross-sell numbers. Jez "warlord" approach of managing each
Abstract: In April 2007, the New York
Frampton, the global CEO of the property as a separate fiefdom. May be
City Metropolitan Opera's general
consultancy Interbrand, thinks Andre used with: (R0802Z) The Corporate
manager Peter Gelb looks back on the
should systematically examine the brand Brand: Help or Hindrance?
first season of a daring experiment to
in terms of Lilypad's customers and (Commentary for HBR Case Study).
broadcast performances live in high-
culture. That means conducting market Industry Setting: Hotel industry
definition to movie theaters across North
research and moving away from the Subjects: NO
America. While the "Live in HD" program
current "warlord" approach of managing SUBJECTS(KEYWORDS)
has received mostly positive reviews,
each property as a separate fiefdom. Length: 6p
there are lingering concerns. Do the
Industry Setting: Hotel industry Year New: 2007
benefits of the simulcasts continue to
Subjects: NO
outweigh the possible drawbacks and
SUBJECTS(KEYWORDS) UV0307 the significant operational and financial
Length: 10p Title: The Crutchfield Corporation resources?
Year New: 2007 Author(s): Pfeifer, Phillip E. Industry Setting: Performing arts
Publication Date: 08/26/1994 Number of Employees: 1,500
R0802X Revision Date: 11/07/2006 Gross Revenues: $220 million
Title: The Corporate Brand: Help or Product Type: Case (Field) Event Year Start: 2007
Hindrance? (HBR Case Study) Abstract: Crutchfield, a large U.S. mail- Event Year End: 2007
Author(s): Dev, Chekitan S. order firm specializing in consumer Subjects: NO
Publication Date: 02/01/2008 electronics and personal computers, SUBJECTS(KEYWORDS)
Product Type: Harvard Business must evaluate the results of a recent Length: 18p
Review Article "prospecting" mailing to a rented list of Supplementary Materials: Supplement
Abstract: Each of Lilypad's boutique names. A determination of the mailing (Field), (509034), 4p, by Anita Elberse,
hotels has its own sense of place and requires the calculation of the lifetime Crissy Perez
definition of customer experience. value of the new customers acquired.
Though loyal to their favorites, guests Case data on repurchase probabilities
509034
don't visit other luxury properties in the (broken out by recency and frequency)
Title: The Metropolitan Opera (B)
collection or even realize they're support such a calculation. The case can
Author(s): Elberse, Anita; Perez, Crissy
affiliated. To boost the lifetime value of also be used to introduce the RFM
existing customers and reach new ones, (recency, frequency, monetary value)
Abstract: Supplements the (A) case. Author(s): Bennett, Nicole; Coles, Peter Event Year Start: 2003
Must be used with: (509033) The A.; Hall, Brian J.; Edelman, Benjamin Event Year End: 2003
Metropolitan Opera (A). Publication Date: 04/07/2008 Subjects: NO
Subjects: NO Revision Date: 06/10/2008 SUBJECTS(KEYWORDS)
SUBJECTS(KEYWORDS) Product Type: Case (Field) Length: 12p
Length: 4p Abstract: Despite strong appeal among Supplementary Materials: Supplement
job seekers and outside recruiters, (Field), (KEL114), 3p, by Alice M.
R0804F TheLadders' corporate job listings seem Tybout, Kyle Ragsdale; Teaching Note,
Title: The Right Way to Manage to lag. Could raising prices help solve (KEL178), 19p, by Alice M. Tybout
Unprofitable Customers the problem? TheLadders considers this Year New: 2005
Author(s): Mittal, Vikas; Sarkees, strategic paradox.
Matthew; Murshed, Feisal Industry Setting: Executive search KEL114
Publication Date: 04/01/2008 Number of Employees: 191 Title: ThoughtWorks (B)
Product Type: Harvard Business Subjects: NO Author(s): Tybout, Alice M.; Ragsdale,
Review Article SUBJECTS(KEYWORDS) Kyle
Abstract: Problem customers can cost Length: 15p Publication Date: 01/01/2004
your business lots of money, but quickly Year New: 2008 Product Type: Supplement (Field)
ejecting them may not be the best way Abstract: Supplements the (A) case.
to relieve the burden. Mittal, of Rice 577120 Must be used with: (KEL113)
University, Sarkees, of Penn State, and Title: Thing the Professor Forgot (B) ThoughtWorks (A): Targeting and
Murshed, of Towson University, explore Author(s): Austin, James E.; Shulstad, Positioning Basics for a Services Firm.
the ins and outs of customer divestment. Craig Geographic Setting: United States
Using real-world examples, the authors Publication Date: 02/03/1977 Industry Setting: IT industry
show how deciding to end a relationship Revision Date: 09/30/1986 Subjects: NO
with a customer segment or individual Product Type: Case (Field) SUBJECTS(KEYWORDS)
can increase profitability, improve Abstract: Concerns the publicity Length: 3p
employee morale, address capacity resulting from a promotional effort by Supplementary Materials: Teaching
constraints, and bolster a business General Mills and the USDA. Primary Note, (KEL178), 19p, by Alice M. Tybout
strategy. However, divestment also issues addressed are how the adverse Year New: 2005
comes with potential downsides for reaction to their efforts could have been
various constituencies, including foreseen, and what the implications of 587121
employees and remaining customers, this experience are on future nutritional Title: Thr New Intimacy
both of whom may wonder whether efforts. Author(s): Shapiro, Benson P.
they're next. In addition, ethical and legal Geographic Setting: United States Publication Date: 04/27/1987
consequences--and the risk of bad Industry Setting: Breakfast cereal Revision Date: 01/03/1990
publicity--always loom. Before you rush industry Product Type: Note
to action, say the authors, walk through Company Size: Fortune 500 Abstract: Describes how close
their five-part customer divestment Gross Revenues: $2 billion sales relationships with customers require
framework. First, reassess the context of Subjects: Food; Health; Public relations close interfunctional and interdivisional
present customer relationships, looking Length: 8p coordination. Explains where the closest
beyond simple profitability. You may find vendor/customer relationships arise and
that the most productive option is to KEL113 how they stress internal coordination.
educate customers rather than drop Title: ThoughtWorks (A): Targeting and Also enumerates and briefly describes
them. In some cases, if you renegotiate Positioning Basics for a Services Firm the way in which interfunctional
the value proposition with them, both of Author(s): Tybout, Alice M.; Ragsdale, coordination can be achieved.
you will win. In other instances, you'll Kyle Subjects: Customer relations; Industrial
want to migrate customers to other Publication Date: 01/01/2004 markets; Interdepartmental relations;
subsidiaries or providers, as long as the Product Type: Case (Field) Product lines
move is undertaken--and perceived to Abstract: ThoughtWorks, a medium- Length: 6p
be conducted--in good faith. If it size IT systems integrator, was growing
becomes necessary to terminate a quickly but identified "lack of clear CMR289
customer relationship, use a direct, positioning around which to build a Title: The Three Faces of Consumer
interpersonal approach. No business brand" as the biggest impediment to Promotions
can afford to squander its customer continued growth. The company had Author(s): Raghubir, Priya; Inman, J.
base, so divestment should not be boiled identified features that it believed Jeffrey; Grande, Hans
down to determining merely who is differentiated it from its competitors and Publication Date: 08/01/2004
profitable and who is not--the strategic was considering alternative segments to Product Type: CMR Article
consequences are too weighty. In the target. Asks readers to choose a target Publisher: California Management
end, the decision about whether to and develop a positioning statement for Review
divest might prove to be the toughest that target as well as identify the Abstract: Sales promotions targeted at
customer of all. assumptions underlying the consumers (e.g., coupons, sweepstakes,
Subjects: NO recommended positioning strategy and free offers) are becoming a large and
SUBJECTS(KEYWORDS) suggest how market research could help growing part of marketing budgets
Length: 12p establish the validity of those worldwide. Presents a framework that
Year New: 2007 assumptions. examines the effect of managerially
Geographic Setting: United States controllable actions--specifically,
9-908-061 Industry Setting: IT industry designing and communicating a sales
Title: TheLadders Gross Revenues: $75 million revenues promotion--on increasing the incentive
for different segments of consumers to Length: 6p and sales support, in order to boost
purchase a product. Sales promotions demand for the new category. One
have three distinct aspects: an 508095 important goal is to position TiVo as a
economic aspect that provides both Title: Ti-Tech (A) strong brand before the entry of big
incentives and disincentives to purchase Author(s): Shapiro, Benson P.; player Microsoft. TiVo is confronted with
a brand; an informational aspect that Gourville, John T.; Cline, Craig E. the difficulty of selling a new and
consumers use to make purchase Publication Date: 04/25/2008 complex electronics product that is
decisions; and an affective aspect that Product Type: Case (Field) meant to change consumer habits
influences how consumers feel about Abstract: This case concerns the radically. Moreover, the impact of TiVo
their shopping transaction, both selection and scheduling of orders by a on the television and advertising
positively and negatively. How a small industrial titanium fabricator that industries is ambiguous, and TiVo needs
promotional offer is designed and recently has been plagued by poor to demonstrate that it can play a
communicated determines both its deliveries and a lack of capacity. At the constructive role in the future media
information value and its affective time of the case, Ti-Tech must decide landscape. May be used with: (502062)
appeal, which then enhances or which of four orders to accept, with TiVo in 2002: Consumer Behavior.
diminishes the attractiveness of the offer capacity making it impossible to accept Geographic Setting: San Jose, CA
beyond the economic incentive it all four. Each order represents a Industry Setting: Television
provides. Companies' promotion different mix of labor, revenues, and Number of Employees: 181
strategies should attempt to maximize potential future work. The case forces Gross Revenues: $200,000 revenues
the positive informative and affective the student to choose among the four Subjects: Advertising; Broadcasting
aspects, as these can lessen the need orders, given limited capacity available, industry; Consumer behavior; Marketing
for a large economic incentive and other business likely to come along, and planning; New product marketing
thereby increase the promotions' the requirements of each order. The Length: 16p
profitability. case is an updated version of Fabtek Supplementary Materials: Teaching
Subjects: Consumer behavior; (A). Note, (501057), 11p, by Luc Wathieu,
Marketing strategy; Profitability analysis; Geographic Setting: United States Michael Zoglio
Sales promotions Industry Setting: Chemicals BESTSELLER
Length: 24p Gross Revenues: $60 million sales
Year New: 2004 Event Year Start: 2006 502S35
Event Year End: 2006 Title: TiVo, Spanish Version
R0209F Subjects: NO Author(s): Wathieu, Luc; Zoglio,
Title: Three Questions You Need to Ask SUBJECTS(KEYWORDS) Michael
About Your Brand Length: 16p Publication Date: 08/09/2002
Author(s): Keller, Kevin L.; Sternthal, Supplementary Materials: Supplement Product Type: LACC Case
Brian; Tybout, Alice M. (Field), (508096), 2p, by Benson P. Abstract: TiVo is a digital video recorder
Publication Date: 09/01/2002 Shapiro, John T. Gourville that allows viewers to watch what they
Product Type: Harvard Business Year New: 2008 want, when they want to watch it.
Review Article Fourteen months into the launch, sales
Abstract: Traditionally, the people 508096 are very disappointing. Brodie Keast, VP
responsible for positioning brands have Title: Ti-Tech (B) of marketing and sales, wants to
concentrated on the differences that set Author(s): Shapiro, Benson P.; combine a catchy communications
each brand apart from the competition. Gourville, John T. campaign, product bundling with satellite
But emphasizing differences isn't Publication Date: 04/25/2008 television receivers, aggressive pricing,
enough to sustain a brand against Product Type: Supplement (Field) and sales support, in order to boost
competitors. Managers should also Abstract: An abstract is not available for demand for the new category. One
consider the frame of reference within this product. Must be used with: important goal is to position TiVo as a
which the brand works and the features (508095) Ti-Tech (A). strong brand before the entry of big
the brand shares with other products. Subjects: NO player Microsoft. TiVo is confronted with
Asking three questions about your brand SUBJECTS(KEYWORDS) the difficulty of selling a new and
can help: Have we established a frame? Length: 2p complex electronics product that is
A frame of reference signals to Year New: 2008 meant to change consumer habits
consumers the goal they can expect to radically. Moreover, the impact of TiVo
achieve by using a brand. Are we on the television and advertising
501038
leveraging our points of parity? Certain industries is ambiguous, and TiVo needs
Title: TiVo
points of parity must be met if to demonstrate that it can play a
Author(s): Wathieu, Luc; Zoglio,
consumers are to perceive your product constructive role in the future media
Michael
as a legitimate player within its frame of landscape.
reference. Are the points of difference Geographic Setting: San Jose, CA
compelling? A distinguishing Industry Setting: Television
characteristic that consumers find both Number of Employees: 181
Abstract: TiVo is a digital video recorder
relevant and believable can become a Gross Revenues: $200,000 revenues
that allows viewers to watch what they
strong, favorable, unique brand Subjects: Advertising; Broadcasting
want, when they want to watch it.
association, capable of distinguishing industry; Consumer behavior; Marketing
Fourteen months into the launch, sales
the brand from others in the same frame planning; New product marketing
are very disappointing. Brodie Keast, VP
of reference. Length: 18p
of marketing and sales, wants to
Subjects: Brand equity; Brand
combine a catchy communications
management; Brands; Marketing KEL132
campaign, product bundling with satellite
strategy; Product positioning Title: TiVo
television receivers, aggressive pricing,
Author(s): Tybout, Alice M.; Hennessy, systems either fail to account fairly for consumer behavior tendencies:
Julie sales territories which have different perceived time scarcity, competition for
Publication Date: 01/01/2004 potentials, or induce salesmen to consumers' attention, and quest for
Product Type: Case (Pub Mat) provide the company with low forecasts authenticity. Also reviews prior research
Abstract: Addresses a new product in order to meet their quotas. The results on consumer benefits of the Web,
launch into the emerging interactive objective-forecast-actual (OFA) system which include convenience, time
television industry and the role of market is a combination of three measurements: savings, ease of use, cost savings, and
research in shaping the strategic the company objective, the forecast of selection of items. The most prevalent
marketing plan. Illustrates the challenges the salesman, and the actual results the consumer concerns are safety, waiting
of measuring and understanding salesman achieves. It is an approach time, and loss of human interaction.
probable consumer response and that accounts for unequal territories and Concludes that both time and attention
adoption behaviors given a technically makes good forecasting possible by are closely related to measurable
innovative product offering. The rewarding a salesman according to how attributes of interactive environments,
competitive environment is dynamic, close his forecasts and actual results are whereas the ideals of authenticity may
with competitors also poised to launch. to the company's objective. The system influence behavior less directly.
But this company hopes to retain its first- brings about sales volume, payment for Industry Setting: Internet & online
mover advantage, which also gives it the performance, and good field information services industries
burden of educating the right consumers for company planning. Subjects: NO
quickly and driving rapid adoption. Subjects: Incentives; Sales SUBJECTS(KEYWORDS)
Geographic Setting: United States compensation; Sales management Length: 8p
Industry Setting: Television Length: 7p Year New: 2005
Subjects: NO
SUBJECTS(KEYWORDS) 507077 M171A
Length: 8p Title: Tiger-Tread Title: Timelapse, Inc. (A)
Year New: 2005 Author(s): Deshpande, Rohit Author(s): Ryans, Adrian B.
Publication Date: 05/01/2007 Publication Date: 01/01/1976
502062 Revision Date: 04/01/2008 Product Type: Case (Field)
Title: TiVo in 2002: Consumer Behavior Product Type: Case (Gen Exp) Publisher: Stanford University
Author(s): Wathieu, Luc; Zoglio, Abstract: Describes an innovative Abstract: A small company in a critical
Michael product launch for which a marketing financial situation is trying to decide
Publication Date: 03/08/2002 plan and a breakeven analysis are whether it should (and if so, how to)
Revision Date: 07/26/2002 needed. introduce a modified version of an
Product Type: Case (Field) Geographic Setting: United States existing product into a new and
Abstract: Brodie Keast is anxious to Industry Setting: Chemical industry potentially large market--the high school
understand the sharp contrast between Subjects: NO athletic market. Product policy, pricing,
the inertia of prospects and the deep SUBJECTS(KEYWORDS) and distribution issues are involved.
emotional response shown by converted Length: 2p Geographic Setting: Mountain View,
users of TiVo. After an overview of the Year New: 2007 CA
company's situation and problems, the Industry Setting: Electronics industry
case focuses on different kinds of data 599068 Subjects: Distribution; Electronics; New
(sales results, satisfaction and usage Title: Time Warner, Inc.: New Business product marketing; Pricing; Product
data, purchase influence, demographics, Opportunity planning & policy
attitude data, and behavioral data) and Author(s): Dolan, Robert J. Length: 11p
explains how that data emerged over Publication Date: 12/09/1998
time as the company was more and Product Type: Case (Library) 578208
more pressured to explore the essence Abstract: The business opportunities for Title: Titanium Fabrication Division (A)
of its value proposition. May be used magazine publishers created by the Author(s): Shapiro, Benson P.; Cline,
with: (501038) TiVo. 1998 tobacco settlement banning Craig E.
Geographic Setting: San Jose, CA billboard and transit advertising and Publication Date: 06/19/1978
Industry Setting: Television limiting distribution of specialty items are Revision Date: 01/30/1987
Number of Employees: 265 described. Product Type: Case (Field)
Gross Revenues: $19 million revenues Geographic Setting: United States Abstract: Concerns the selection and
Subjects: Advertising; Broadcasting Industry Setting: Publishing industry scheduling of orders by a small industrial
industry; Consumer behavior; Marketing Subjects: Advertising; Business & titanium fabricator that in recent months
planning; New product marketing society; Ethics; Marketing management; has been plagued by poor deliveries and
Length: 14p Publishing industry a lack of capacity. Four orders are
Supplementary Materials: Teaching Length: 2p offered, from which the student must
Note, (506067), 7p, by Luc Wathieu select one. Each order represents
BH144 different order-mix/customer situation
78305 Title: Time, Attention, Authenticity and issues. The case forces the student to
Title: Tie Salesmen's Bonuses to Their Consumer Benefits of the Web choose among the four orders, given
Forecasts Author(s): Koiso-Kanttila, Nina conflicting estimates of capacity
Author(s): Gonik, Jacob Publication Date: 01/15/2005 available, other business likely to come
Publication Date: 05/01/1978 Product Type: Business Horizons along, and the requirements of each
Product Type: Harvard Business Article order. Replaced by Fabtek (A) (9-592-
Review Article Publisher: Business Horizons/Indiana 095).
Abstract: Traditional achievement and University Geographic Setting: Fairfield, CT
objective-achievement compensation Abstract: Addresses three potential Industry Setting: Fabricated metals
Company Size: small Fabtek (B) (9-592-096). Must be used customers began to climb--and has been
Gross Revenues: $10 million sales with: (578208) Titanium Fabrication climbing ever since, along with market
Subjects: Competitive bidding; Division (A). share.
Industrial markets; Metals; Order Industry Setting: Metals Industry Setting: Automotive industry
processing; Pricing; Production Subjects: Competitive bidding; Subjects: Automobiles; Customer
scheduling; Purchasing Industrial markets; Metals; Order relations; Marketing management;
Length: 12p processing; Pricing; Production Marketing strategy; Service
Supplementary Materials: Supplement scheduling; Purchasing management
(Field), (578209), 2p, by Benson P. Length: 2p Length: 12p
Shapiro Year New: 2004
594081
586136 Title: Tofu: An Ancient Food Source R0109E
Title: Titanium Fabrication Division (A), Seeks to De-Yuckify Itself Title: Torment Your Customers (They'll
Software Case Author(s): Greyser, Stephen A.; Schille, Love It)
Author(s): Shapiro, Benson P. Wendy Author(s): Brown, Stephen
Publication Date: 05/14/1986 Publication Date: 12/09/1993 Publication Date: 10/01/2001
Product Type: Software Case Revision Date: 07/20/1994 Product Type: Harvard Business
Abstract: Presents an urgent offer for Product Type: Case (Library) Review Article
repair service from a large prospective Abstract: Tofu manufacturers confront Abstract: In the past decade, marketing
customer that had purchased an item the challenge of broadening the appeal gurus have called for customer care,
from a competitor. The item, which of an unpopular product in the U.S. customer focus, even--shudder--
Titanium Fabrication Division (TiFab) market. The strengths of the product customer centricity. But according to
had bid on, went out at a price that relate to the growing interest in marketing professor Stephen Brown, the
TiFab predicted was below the amount health/nutrition. Its uses both "as is" and customer craze has gone too far. In this
necessary to ensure quality. Now the as an ingredient are described, along article, he makes the case for
customer needs to have the unit, part of with a variety of company histories "retromarketing"--a return to the days
a much larger production system, regarding marketing initiatives in behalf when marketing succeeded by
repaired and is willing to pay a very high of tofu. Teaching Purpose: Students tormenting customers rather than
price. Students must choose a price for must analyze the potential for tofu with pandering to them. Using vivid
this TiFab order, and decide whether or the U.S. in light of some 15 years of examples, Brown shows that many
not to take it. The Lotus 1-2-3 worksheet product and company experiences. May recent consumer marketing coups have
contains data from the case exhibits. be used with BMW: The Ultimate decidedly not been customer driven.
Titanium Fabrication Division (B) should Driving Machine Seeks to De-Yuppify They've relied instead on five basic
be handed out in class after a discussion Itself as a parallel situation in the retromarketing principles: First,
of the (A) case. This version of the case durables field. exclusivity. Retromarketing eschews the
by B.P. Shapiro and C.E. Cline has been Geographic Setting: United States modern marketing proposition of "Here it
written to provide information on its use Industry Setting: Food processing is, there's plenty for everyone" by
with software available on Diskette No. 9 industry holding back supplies and delaying
(9-086-009). Requires: Lotus 1-2-3 Gross Revenues: $1.1 billion revenues gratification. You want it? Can't have it.
Release 1A; Category: Caseware. Subjects: Consumer marketing; Food; Try again later, pal. Second, secrecy.
Industry Setting: Metals Product positioning Whereas modern marketing is up-front
Subjects: Competitive bidding; Length: 17p and transparent, retromarketing revels in
Industrial markets; Metals; Order mystery, intrigue, and covert operations.
processing; Pricing; Production BH094 (Consider the classic "secret" recipes
scheduling; Purchasing Title: Top Box: Rediscovering that have helped to purvey all sorts of
Length: 17p Customer Satisfaction comestibles.) The key is to make sure
Author(s): Taylor, Andy the existence of a secret is never kept
578209 Publication Date: 09/15/2003 secret. Third, amplification. In a world of
Title: Titanium Fabrication Division (B) Product Type: Business Horizons incessant commercial chatter,
Author(s): Shapiro, Benson P. Article amplification is vital, and it can be
Publication Date: 06/01/1978 Publisher: Business Horizons/Indiana induced in many ways, from mystery to
Revision Date: 03/19/1985 University affront to surprise. Fourth, entertainment.
Product Type: Supplement (Field) Abstract: In the early 1990s, Enterprise Marketing must divert, engage, and
Abstract: Presents an urgent order for Rent-A-Car was experiencing dramatic amuse. The lack of entertainment is
repair service from a large prospective growth, but future CEO Andy Taylor modern marketing's greatest failure.
customer that had purchased an item grew concerned that the quality and Fifth, tricksterism. Customers love to be
from a competitor. The item, which consistency of customer service might teased. The tricks don't have to be
TiFab had bid on, went out at a price become a victim of that growth. Under elaborate to be effective; they can come
that TiFab predicted was below the his direction, the company took the bold cheap. But the rewards can be great if
amount necessary to ensure quality step of tying field managers' career the brand is embraced, even briefly, by
manufacture. Now the customer needs advancement directly to their operations' the in crowd. Managers may be
to have the unit, part of a much larger customer satisfaction performance, as dismayed by the thought of deliberately
production system, repaired and is measured by a monthly customer thwarting consumers. But if marketers
willing to pay a very high price. The survey, the Enterprise Service Quality were really customer oriented, they'd
student must choose a price for this index (ESQi). Many managers were give their customers what they want:
order, and decide whether to take it. skeptical at first. But after ESQi was old-style, gratuitously provocative
Should be handed out in class after firmly in place, the company's average marketing.
discussion of the (A) case. Replaced by score for "completely satisfied" Subjects: Customer relations; Customer
retention; Marketing management; strategy marketing into obscurity, technology is in

Marketing planning; Marketing strategy Length: 38p fact marketing's only hope for regaining
Length: 7p a prominent--even central--place in
582033 today's organizations. In this bold and
7855 Title: Toro Co. (C) visionary book, McKenna sets forth a
Title: Torment Your Customers (They'll Author(s): Salmon, Walter J.; Cannon- new marketing paradigm in which
Love It) (HBR OnPoint Enhanced Bonventre, Kristina machines and networks do most of the
Edition) Publication Date: 09/21/1981 work. The obsessive emphasis on brand
Author(s): Brown, Stephen Product Type: Case (Field) creation and customer manipulation
Publication Date: 10/01/2001 Abstract: The Toro Co., manufacturer of gives way to a central focus on
Product Type: HBR OnPoint Article lawn care and snow removal equipment, discovering individual customer
Abstract: In the past decade, marketing is reviewing its distribution strategy. How preferences and integrating the people
gurus have called for customer care, will changes in distribution strategy and tools to deliver them. The end goal:
customer focus, even--shudder-- affect salesforce organization, i.e., a networked marketing ecosystem aimed
customer centricity. But according to structure, size, and compensation? To at providing a "persistent presence" to
marketing professor Stephen Brown, the be used with Toro Co. (A) and (D). customers anytime, anywhere. To
customer craze has gone too far. In this Geographic Setting: United States achieve this goal, marketers must
article, he makes the case for Industry Setting: Lawn care become IT-centered systems integrators
"retromarketing"--a return to the days Gross Revenues: $402 million sales who engage the entire business in the
when marketing succeeded by Subjects: Consumer marketing; process of change. And leaders must
tormenting customers rather than Distribution planning; Machinery; Sales embrace a new mind-set in which
pandering to them. Using vivid management; Sales organization; Sales marketing is everything--and everyone's
examples, Brown shows that many strategy responsibility. Written by the renowned
recent consumer marketing coups have Length: 20p "father of high-tech marketing," this
relied on five basic retromarketing rousing manifesto will remake marketing
principles: First, exclusivity. and redefine success in our networked
582034
Retromarketing holds back supplies and world.
Title: Toro Co. (D)
delays gratification. Second, secrecy. Subjects: International business;
Author(s): Salmon, Walter J.; Cannon-
Retromarketing revels in mystery, International marketing; Marketing
Bonventre, Kristina
intrigue, and covert operations. Third, implementation; Marketing management;
amplification. In a world of incessant Marketing organization; Marketing
commercial chatter, amplification is vital. planning; Marketing strategy
Fourth, entertainment. The lack of Length: 256p
Abstract: The Toro Co., manufacturer of
entertainment is modern marketing's List Price: $27.50
lawn care and snow removal equipment
greatest failure. Fifth, tricksterism. BESTSELLER
is examining effects of a new distribution
Customers loved to be teased. strategy on the size and character of its
Subjects: Customer relations; Customer advertising and promotion program. 582114
retention; Marketing management; Would changing the distribution strategy Title: Total Cereal
Marketing planning; Marketing strategy affect the 1) level of advertising and Author(s): Greyser, Stephen A.; Quelch,
Length: 11p promotion expenditures? 2) allocation John A.
List Price: $6.50 among coop ads, trade allowances, Publication Date: 04/09/1982
national ads, and consumer promotions? Product Type: Case (Field)
582032 and 3) advertising message? To be used Abstract: Marketing executives are
Title: Toro Co. (A) with Toro (A) and (C). debating the adoption of a new message
Author(s): Salmon, Walter J.; Cannon- Geographic Setting: United States strategy for the Total brand of ready-to-
Bonventre, Kristina Industry Setting: Lawn care eat breakfast cereal. The new strategy
Publication Date: 09/21/1981 Gross Revenues: $402 million sales involves the use of a comparative
Revision Date: 09/30/1983 Subjects: Advertising; Consumer advertising claim.
Product Type: Case (Field) marketing; Distribution planning; Geographic Setting: United States
Abstract: The Toro Co., manufacturer of Machinery; Sales strategy Industry Setting: Breakfast cereal
lawn care and snow removal equipment, Length: 36p industry
is assessing its distribution strategy. For Gross Revenues: $3 billion sales
consumer products, Toro had Subjects: Advertising; Advertising
2441
emphasized selective distribution strategy; Consumer marketing; Food;
Title: Total Access: Giving Customers
through wholesale distributors for large Market research
What They Want in an Anytime,
ticket items, and direct sales to mass Length: 8p
Anywhere World (Hardcover)
merchandisers for small ticket items. Supplementary Materials: Teaching
Can it achieve sales growth by Note, (583057), 8p, by John A. Quelch
expanding distribution and maintaining a Product Type: HBS Press Book
traditional sales and service network? To Abstract: Marketing as we know it is 594003
be used with Toro Co. (C) and (D). disappearing, declares industry legend Title: Toupargel
Geographic Setting: United States Regis McKenna. Dominated by hype, Author(s): Bell, David E.; Vennin, David
Industry Setting: Lawn care and its functions increasingly automated Publication Date: 08/03/1993
Gross Revenues: $402 million sales by technology, marketing is losing Revision Date: 09/22/1994
Subjects: Consumer marketing; control over its very reason for existing: Product Type: Case (Field)
Distribution planning; Machinery; to sustain customer relationships. The Abstract: Toupargel delivers frozen
Marketing implementation; Marketing irony, says McKenna, is that even as foods to homes in rural France. Selling is
organization; Marketing strategy; Sales technological advances are driving via telemarketing, a catalog, and driver
opportunism. The company has Industry Setting: Automotive industry Dominique Turpin, George Radler
expanded by acquiring similar firms. The Company Size: large Year New: 2005
case is ostensibly about whether the Event Year Start: 2003
owner should undertake the latest Event Year End: 2003 IMD200
acquisition, but lends itself to a more Subjects: Automobile industry; Title: Toyota: Repositioning the Brand
general discussion of the business of Automobiles; Consumer behavior; in Europe (B)
home delivery. Manufacturing; Marketing management; Author(s): Meehan, Sean; Turpin,
Geographic Setting: France Multinational corporations; Product Dominique; Radler, George
Industry Setting: Frozen food industry; design; Product development Publication Date: 01/01/2000
Retail industry Length: 27p Revision Date: 04/02/2003
Company Size: small Supplementary Materials: Teaching Product Type: Supplement (Field)
Gross Revenues: $60 million revenues Note, (804A03), 9p, by Jeff Saperstein Publisher: IMD - International Institute
Subjects: Acquisitions; France; Year New: 2004 for Management Development
Retailing; Small business; Supermarkets Abstract: Supplements the (A) case.
Length: 22p IMD198 Must be used with: (IMD198) Toyota:
Supplementary Materials: Teaching Title: Toyota: Repositioning the Brand Repositioning the Brand in Europe (A).
Note, (595069), 5p, by David E. Bell in Europe (A) Geographic Setting: Europe
Author(s): Meehan, Sean; Turpin, Industry Setting: Automotive industry
7862BC Dominique; Radler, George; Hokamura, Subjects: Automobiles; Brand
Title: Toward a Greater Good--How Madoka management; Brands; Europe; Product
Marketing and Democracy Can Benefit Publication Date: 01/01/2000 positioning
Each Other Revision Date: 04/30/2004 Length: 4p
Author(s): Quelch, John A.; Jocz, Product Type: Case (Field) Supplementary Materials: Teaching
Katherine Publisher: IMD - International Institute Note, (IMD199), 25p, by Dominique
Publication Date: 12/28/2007 for Management Development Turpin, George Radler
Product Type: HBS Press Chapter Abstract: The year 1998 was an Year New: 2005
Abstract: The consumer in each of us excellent one for Toyota in Europe: The
can learn from the citizen, and the company posted record sales in 10 IMD201
citizen can learn from the consumer. European countries and had topped Title: Toyota: Repositioning the Brand
Marketers must learn from both. Instead Nissan's sales in Europe for the first time in Europe (C)
of seeing marketing as a threat to ever. However, on a global scale, the Author(s): Meehan, Sean; Turpin,
democracy, we should explore how the European market was still a weak spot Dominique; Radler, George
benefits common to both give us for Toyota. The market share in Western Publication Date: 01/01/2000
opportunities to build bridges between Europe stood at only 3%, whereas the Revision Date: 04/02/2003
the two. To recognize the commonalities company had secured over 10% in other Product Type: Case (Field)
between marketing and democracy is to international markets such as the United Publisher: IMD - International Institute
grant people the power to create a States. Early 1999 marked a turning for Management Development
greater good. point and Toyota publicly announced its Abstract: Supplements the (A) case.
Subjects: NO goal to raise the European market share Must be used with: (IMD198) Toyota:
SUBJECTS(KEYWORDS) to 5% by the year 2005. However, many Repositioning the Brand in Europe (A).
Length: 12p executives considered the different Geographic Setting: Europe
List Price: $6.95 positioning and perception of the Toyota Industry Setting: Automotive industry
brand across Europe as a main obstacle Subjects: Automobiles; Brand
904A03 to growth. The new president of Toyota management; Brands; Europe; Product
Title: Toyota: Driving the Mainstream Europe had to decide whether there was positioning
Market to Purchase Hybrid Electric a need to reposition the brand. If yes, Length: 5p
Vehicles should he recommend a unified brand Supplementary Materials: Teaching
Author(s): Saperstein, Jeff; Nelson, image within Europe. How could this be Note, (IMD199), 25p, by Dominique
Jennifer achieved? Provides data on the Turpin, George Radler
Publication Date: 02/03/2004 European market for automobiles, Year New: 2005
Product Type: Case (Field) customer segments, and positioning of
Publisher: Richard Ivey School of Toyota vs. the competition. Also outlines
HKU008
Business/UWO the intricacies of growing a business by
Title: Toyplace Production (Hong Kong)
Abstract: Toyota is a large, international making bold changes to the positioning
Ltd.
automobile manufacturer with plans to of products and brands.
Author(s): Newton, James; Banerjee,
become the largest worldwide Geographic Setting: Europe
Probir; Yim, Kim C.
automaker, striving for 15% of global Industry Setting: Automotive industry
sales. Toyota is committed to becoming Number of Employees: 150,000
the leader of the hybrid-electric Subjects: Automobiles; Brand
Publisher: University of Hong Kong
automotive industry and is relying on management; Brands; Europe; Product
Abstract: Toyplace Production (Hong
changes in the industry and customer positioning
Kong) Ltd. was producing toys on an
perceptions to bring its plan to fruition. Length: 26p
OEM basis, while other toy
Toyota's challenge is to develop Supplementary Materials: Teaching
manufacturers were creating their own
consumer attitude and purchase intent Note, (IMD199), 25p, by Dominique
brand names, a trend that was changing
from an early adopter, niche market Turpin, George Radler; Supplement
the structure of the toy industry. Should
model into universal mainstream (Field), (IMD200), 4p, by Sean Meehan,
Toyplace move into the branded toy
acceptance. Dominique Turpin, George Radler; Case
market? Written for use in International
Geographic Setting: United States (Field), (IMD201), 5p, by Sean Meehan,
Business courses that focus on the
Pacific Rim. Designed as part of a Product Type: Case (Field) the Minds of Consumers.
module that introduces students to the Abstract: The newly appointed Subjects: NO
varying forms of international production marketing manager for a cable television SUBJECTS(KEYWORDS)
practiced by multinational corporations. company is attempting to improve Length: 22p
The module contrasts internal and performance in three adjacent cable TV List Price: $6.95
external modes of production using systems which have sustained heavy Year New: 2007
Toyplace to examine the latter in detail. financial losses. He has detailed
Geographic Setting: Hong Kong information on market penetration in 70401
Industry Setting: Toy industry each system and on the marketing Title: Trappings vs. Substance in
Subjects: Asia; Brands; Marketing approaches used in the past. His boss Industrial Marketing
strategy; Multinational corporations; has requested a marketing plan as soon Author(s): Ames, B. Charles
Supply chain; Toy industry as possible. Publication Date: 07/01/1970
Length: 8p Geographic Setting: Alabama Product Type: Harvard Business
Industry Setting: Cable television Review Article
HKU273 industry Abstract: Marketing operations face the
Title: TradeCard: Expanding into China Gross Revenues: $40 million assets challenges of new and tougher
Author(s): Farhoomand, Ali; Salvia- Subjects: Communication strategy; competition, the acceleration of
McCauley, Marissa Communications industry; Market technological innovation, and untapped
Publication Date: 08/12/2003 analysis; Market segmentation; sources of profit growth. The three
Product Type: Case (Field) Marketing planning; Performance ingredients essential to proper
Publisher: University of Hong Kong measurement; Personal selling implementation of the marketing concept
Abstract: TradeCard Inc. is a New York- Length: 26p are qualified people, reliable market and
based financial supply chain service Supplementary Materials: Teaching economic information, and planning to
provider focused on serving importers Note, (586007), 22p, by Christopher H. ensure the right strategic focus for
and exporters. Its product--TradeCard-- Lovelock; Case Video, (886516), 14 min, business.
aligns the documentary and financial by Christopher H. Lovelock Subjects: Industrial markets; Marketing
requirements of a domestic or implementation; Marketing strategy
international trade transaction with the 4455BC Length: 10p
physical movement of goods. TradeCard Title: Transformation: How Changes in
launched its product in Hong Kong then Substance and Circumstances Affect 582091
moved on to open representative offices Consumer Thinking Title: Travel Agency Industry--1981
in Asia. In November 2002, TradeCard Author(s): Zaltman, Gerald; Zaltman, Author(s): Buzzell, Robert D.; Wong KB
Inc. decided to enter China. Not only is Lindsay Publication Date: 06/23/1982
China considered to be the biggest Publication Date: 05/06/2008 Product Type: Case (Library)
market in the world but most of Product Type: HBS Press Chapter Abstract: Describes the evolution of the
TradeCard's biggest customers in the Abstract: Nearly every product and travel agency industry, with particular
United States, Europe, Hong Kong, service is evaluated in terms of the emphasis on the period following the
Singapore, and Taiwan have their nature and magnitude of the Airline Deregulation Act of 1978.
products manufactured in mainland transformation they foster or inhibit. This Discusses recent and continuing
China. With China's accession to the chapter examines transformation as a changes in the regulatory environment
WTO, foreign companies, including deep metaphor that affects the customer surrounding the marketing of air travel
TradeCard Inc., are eyeing China as a experience. May be used with: and explores the implications for agency-
very promising market. However, China (4451BC) Undressing the Mind of the supplier and agency-client relations. Also
has yet to develop its legal, financial, Consumer: Introduction to Deep describes changes in agency operations
and technological infrastructure to Metaphors; (4452BC) How to Think brought about by regulatory and
accommodate international players. Deeply: A Brief Guide to Overcoming economic changes.
Discusses how a structured B2B online Your Depth Deficit; (4453BC) Geographic Setting: United States
payment system such as TradeCard can Foundations of Deep Metaphors: How Industry Setting: Travel industry
be marketed in China and how Managers Benefit from Discovering Company Size: small
TradeCard Inc. can create a critical Consumer Similarities; (4454BC) Subjects: Airlines; Competition;
mass of users in China. Balance: How Justice, Equilibrium, and Deregulation; Distribution channels;
Geographic Setting: China the Interplay of Elements Affect Industry structure; Marketing strategy;
Subjects: Asia; Business conditions; Consumer Thinking; (4456BC) Journey: Tourism; Transportation
China; Exports; Imports; International How the Meeting of Past, Present, and Length: 37p
business; International trade; Market Future Affects Consumer Thinking;
entry; Marketing strategy (4457BC) Container: How Inclusion,
572030
Length: 14p Exclusion, and Other Boundaries Affect
Title: Triangle Maintenance Corp.
Supplementary Materials: Teaching Consumer Thinking; (4458BC)
Author(s): Shapiro, Benson P.;
Note, (HKU274), 14p, by Ali Connection: How the Need to Relate to
McDowell R
Farhoomand, Marissa Salvia-McCauley Oneself and Others Affects Consumer
Year New: 2004 Thinking; (4459BC) Resource: How
Acquisitions and Their Consequences
583150 Affect Consumer Thinking; (4460BC)
Abstract: May be used in a marketing
Title: Trans America Cable Control: How the Sense of Mastery,
course to discuss marketing programs
Author(s): Lovelock, Christopher H.; Vulnerability, and Well-Being Affects
and strategy, or selling and sales
Livingston, Frederick C. Consumer Thinking; (4461BC) Deep
management. A cleaning and
Publication Date: 04/19/1983 Metaphors at Work: A Strategy for
maintenance firm is attempting to
Revision Date: 05/09/1988 Workable Wondering--Understanding
expand both geographically, and into the
servicing of larger buildings. It is enigmas. It's nearly impossible to pin and presence in local markets), but
confronted with selling and control down what they need and what they'll buying behavior in some important
problems and with entrenched buy--and how to make them want to buy market segments is increasingly national
competition in the form of larger firms. it from you. So how do you make sure and centralized. The case also provides
Geographic Setting: New York, NY you're not wasting your valuable product much information about the selling
Industry Setting: Construction industry development and marketing budgets? process and account/project
Gross Revenues: $6 million sales Do whatever you can to get your finger management tasks in the general
Subjects: Business services; on the pulse of the markets you are contracting business.
Competition; Expansion; Marketing trying to reach. For this article, we Geographic Setting: United States
strategy; Sales management scanned recent books and articles to Industry Setting: Construction industry
Length: 17p bring you innovative ways to connect. Company Size: mid-size
Includes the sidebar entitled "Are Focus Gross Revenues: $80 million sales
9-208-723 Groups Useful?" Subjects: Construction; Industrial
Title: Tribune Company, 2007, Subjects: Customer relations; markets; Marketing implementation;
Spreadsheet Supplement Management communication; Market Marketing management; Marketing
Author(s): Luehrman, Timothy A. research organization; Marketing strategy; Project
Publication Date: 05/20/2008 Length: 3p management
Product Type: Supplement List Price: $4.50 Length: 18p
(Spreadsheet) Supplementary Materials: Teaching
Abstract: An abstract is not available for 86207 Note, (587100), 20p, by Frank V.
this product. Title: Turn Your Industrial Distributors Cespedes
Subjects: NO into Partners
SUBJECTS(KEYWORDS) Author(s): Narus, James A.; Anderson, 9-508-S18
Length: 0p James C. Title: Turner Construction Co., Spanish
Year New: 2008 Publication Date: 03/01/1986 Version
Product Type: Harvard Business Author(s): Cespedes, Frank V.
KEL106 Review Article Publication Date: 01/08/1985
Title: Trilogy Corp.: Customer Value- Abstract: To improve distributor Product Type: LACC Case
Based Pricing relations, manufacturers must start by Abstract: In June, 1984, a vice
Author(s): Sawhney, Mohanbir understanding distributor needs. This is president at Turner Construction Co.
Publication Date: 01/01/2004 accomplished by monitoring distributors must decide whether to approve a
Product Type: Case (Field) - getting into the field and talking with construction project being considered by
Abstract: Steve Meyer, the chief them. Field sales reps must also talk one of Turner's territorial offices and how
marketing officer at Trilogy, was among themselves. Some companies to manage that territory general
evaluating the best way to move forward conduct market research studies to zero manager's apparent reluctance to
with an innovative, customer value- in on distributor needs. Others establish pursue another account that has
based pricing approach for its enterprise distributor councils where distributors important strategic value for Turner. A
software solutions. Trilogy had radically meet with manufacturing executives to key issue is the appropriate marketing
transformed its business from a product- talk about ways to improve distributor organization for the firm: Turner is
centric organization to a customer- programs. Once manufacturers identify highly decentralized geographically (in
centric one, and value-based pricing was distributor needs, manufacturers must order to maximize operating efficiencies
a pillar of this transformation. Meyer had work to build partnerships with and presence in local markets), but
to evaluate three pricing approaches: distributors. buying behavior in some important
traditional license based, subscription Subjects: Distribution; Distribution market segments is increasingly national
based, and gain sharing. He had to planning; Industrial markets; Marketing and centralized. The case also provides
assess which pricing approach Trilogy management; Partnerships; Sales much information about the selling
and Trilogy's clients would prefer and the management process and account/project
conditions under which gain-sharing Length: 5p management tasks in the general
pricing would work. Meyer also had to contracting business.
address several adoption barriers that 585031 Geographic Setting: United States
prevented customers from embracing Title: Turner Construction Co. Industry Setting: Construction industry
the gain-sharing pricing approach. Author(s): Cespedes, Frank V. Gross Revenues: $80 million sales
Geographic Setting: United States Publication Date: 01/08/1985 Subjects: NO
Industry Setting: Software industry Revision Date: 06/25/1993 SUBJECTS(KEYWORDS)
Event Year Start: 2003 Product Type: Case (Field) Length: 19p
Event Year End: 2003 Abstract: In June, 1984, a vice
Subjects: NO president at Turner Construction Co. 502S18
SUBJECTS(KEYWORDS) must decide whether to approve a Title: Tweeter etc., Spanish Version
Length: 25p construction project being considered by Author(s): Gourville, John T.; Wu,
Year New: 2006 one of Turner's territorial offices and how George
to manage that territory general Publication Date: 10/21/1996
C0104D manager's apparent reluctance to Revision Date: 04/15/1997
Title: Tuning in to Your Customers pursue another account that has Product Type: LACC Case
Author(s): Donahue, Kristen B. important strategic value for Turner. A Abstract: In the early 1990s, Tweeter
Publication Date: 04/01/2001 key issue is the appropriate marketing etc., a small regional retailer of higher
Product Type: Harvard Management organization for the firm: Turner is end audio and video equipment, faced
Communication Letter Article highly decentralized geographically (in increasing competitive pricing pressures
Abstract: Today's customers are order to maximize operating efficiencies from several large regional and national
consumer electronics chains. In Note, (597082), 16p, by John T. warehousing facilities. These moves,
response, in 1993, they introduced Gourville, George Wu however, can be seen as a threat to
"Automatic Price Protection" (APP) as BESTSELLER motorcycle dealers, who are already
the cornerstone of a strategy to restore upset with U.S. Cycle's subsidiary selling
price credibility in the minds of 573039 to discount outlets. Can U.S. Cycle
consumers. Under APP, Tweeter Title: Tyler Abrasives, Inc. become a vertically integrated and
monitored local newspaper ads and Author(s): Sorenson, Ralph Z., II; national company?
automatically mailed a refund check to a Roberts, Kenneth E. Geographic Setting: Columbus, OH
consumer if an item purchased at Publication Date: 01/01/1973 Industry Setting: Motorcycle
Tweeter was advertised for a lower price Revision Date: 03/28/2006 Gross Revenues: $21 million sales
by a competitor. Three years later, in Product Type: Case (Field) Subjects: Distribution channels; Growth
1996, Tweeter is questioning the impact Abstract: Involves multinational pricing strategy; Motorcycles; Sales
of APP on its current competitive policy. Should a multinational industrial management; Small business; Vertical
positioning. More importantly, with the products supplier, with plants on several integration; Wholesaling
pending entry of another major discount continents, grant a single worldwide Length: 34p
chain, Tweeter is forced to question how price on given products to multinational
effective APP will be in a market customers who purchase on several 579079
increasingly dominated by large discount continents? If so, what should the Title: U.S. Pioneer Electronics Corp.
retailers. worldwide price policy be and how Author(s): Takeuchi, Hirotaka
Geographic Setting: United States should the policy be administered? What Publication Date: 10/01/1978
Industry Setting: Electronics industry organizational issues would a shift from Revision Date: 07/15/1991
Number of Employees: 400 decentralized pricing to internationally Product Type: Case (Field)
Gross Revenues: $60 million revenues centralized pricing involve? Abstract: Focuses on the problem of the
Subjects: Competition; Electronics; Industry Setting: Abrasives industry means by which a manufacturer controls
Home entertainment equipment; Gross Revenues: $270 million sales its channel of distribution. U.S. Pioneer's
Marketing strategy; Pricing; Retailing Subjects: Industrial goods; International retail outlets have turned "dissident" and
Length: 31p marketing; Marketing management; management has to decide what tactics
Multinational corporations; to employ to stop further erosion (short-
597028 Organizational change; Pricing run) and what long-run distribution
Title: Tweeter etc. Length: 18p channel to pursue. Software for this case
Author(s): Gourville, John T.; Wu, Supplementary Materials: Teaching is available (9-588-546).
George Note, (585116), 15p, by Robert J. Dolan Industry Setting: Electronics industry
Publication Date: 10/21/1996 Subjects: Advertising strategy; Control
Revision Date: 04/15/1997 504038 systems; Distribution channels;
Product Type: Case (Field) Title: U.S. Army Electronics; Home entertainment
Abstract: In the early 1990s, Tweeter Author(s): Lal, Rajiv; Coleman, Laura equipment; Retailing; Vertical integration
etc., a small regional retailer of higher- Publication Date: 05/05/2004 Length: 24p
end audio and video equipment, faced Revision Date: 04/14/2005 Supplementary Materials: Teaching
increasing competitive pricing pressures Product Type: Color Case Note, (585113), 13p, by Robert J. Dolan
from several large regional and national Abstract: After three months of close
consumer electronics chains. In collaboration, the Leo Burnett 575088
response, in 1993, they introduced USA/Worldwide agency and partner Title: U.S. Postal Service: Postal
"Automatic Price Protection" (APP) as Cartel and Images advertising/creative Money Orders
the cornerstone of a strategy to restore team were poised to unveil to senior Author(s): Lovelock, Christopher H.;
price credibility in the minds of Army officials at the Pentagon their Demmler, L. Frank
consumers. Under APP, Tweeter replacement to the "Be All You Can Be" Publication Date: 02/01/1975
monitored local newspaper ads and campaign to help increase lagging Revision Date: 01/01/1980
automatically mailed a refund check to a recruitment. Product Type: Case (Field)
consumer if an item purchased at Geographic Setting: District of Abstract: Product managers at USPS
Tweeter was advertised for a lower price Columbia are attempting to formulate a marketing
by a competitor. Three years later, in Industry Setting: Military strategy for postal money orders, sales
1996, Tweeter is questioning the impact Subjects: Advertising; Communication; of which have been declining steadily for
of APP on their current competitive Marketing mixes; Recruitment years. USPS competes against several
positioning. More importantly, with the Length: 24p private money order firms and wonders
pending entry of another major discount Year New: 2005 how its own product can be made more
chain, Tweeter is forced to question how acceptable to consumers and yield a
effective APP will be in a market greater contribution to USPS. A key
582069
increasingly dominated by large discount decision is whether to adopt a flat-fee
Title: U.S. Cycle
retailers. pricing structure for all values of postal
Author(s): Takeuchi, Hirotaka
Geographic Setting: United States money orders. Revised (1977) by C.H.
Industry Setting: Electronics industry Lovelock.
Number of Employees: 400 Geographic Setting: District of
Abstract: Ted Davis, president of U.S.
Gross Revenues: $60 million revenues Columbia
Cycle, is planning an aggressive
Subjects: Competition; Electronics; Industry Setting: Postal service
expansion plan for the motorcycle
Home entertainment equipment; Gross Revenues: $9 billion operating
distributor business of parts and
Marketing strategy; Pricing; Retailing revenues
accessories. He can pursue promotional
Length: 24p Subjects: Federal government;
efforts, expand the company's private
Supplementary Materials: Teaching Marketing strategy; Nonprofit marketing;
label program, or increase its
Pricing strategy; Product management Demographics; Forecasting; Market Subjects: Beverages; Competition;
Length: 17p segmentation; Market structure; Product Demographics; Forecasting; Market
portfolio management segmentation; Market structure; Product
582087 Length: 29p portfolio management
Title: U.S. Retail Coffee Market (A) Length: 1p
Author(s): Yip, George S.; Williams, 583003
Jeffrey R. Title: U.S. Retail Coffee Market (A): 583001
Publication Date: 02/10/1982 Day 1 of Coffee Series, Assignment Title: U.S. Retail Coffee Market (C)
Revision Date: 08/01/1985 Sheet Author(s): Yip, George S.; Williams,
Product Type: Case (Field) Author(s): Yip, George S. Jeffrey R.
Abstract: Set in mid-1978, this case Publication Date: 07/27/1982 Publication Date: 07/27/1982
covers all aspects of the U.S. retail Product Type: Supplement (Note) Revision Date: 06/24/1985
coffee market both cross-sectionally and Abstract: Provides assignment Product Type: Supplement (Field)
historically. The market is recovering questions and worksheets. To be Abstract: Supplements the (A) and (B)
from dramatic price rises and volume handed out with the (A) case before Day cases. Designed as an in-class handout
drops. The overall issue is the forecast One of the series. Must be used with: at the end of Day Two. Must be used
of future market evolution and the (582087) U.S. Retail Coffee Market (A). with: (582090) Brim (B); (582087) U.S.
implications for the marketing strategy of Subjects: Beverages; Competition; Retail Coffee Market (A).
each major producer. Students have to Demographics; Forecasting; Market Subjects: Beverages; Competition;
make explicit 5- and 10-year sales and segmentation; Market structure; Product Demographics; Forecasting; Market
market share forecasts and draw up portfolio management segmentation; Market structure; Product
BCG-type portfolio matrices. Case is Length: 8p portfolio management
part of a two-day series, beginning with Length: 1p
an aggregate view of the entire market 582088
and its evolution and narrowing to a view Title: U.S. Retail Coffee Market (B) 503032
of market strategy for a single brand. Author(s): Yip, George S.; Williams, Title: UNICEF
May be used with: (582088) U.S. Retail Jeffrey R. Author(s): Quelch, John A.; Laidler,
Coffee Market (B); (582089) Brim (A); Publication Date: 02/10/1982 Nathalie
(582090) Brim (B). Revision Date: 06/28/1985 Publication Date: 02/11/2003
Geographic Setting: United States Product Type: Case (Field) Product Type: Case (Field)
Industry Setting: Coffee Abstract: Describes the corporate Abstract: In September 2002, Marjorie
Gross Revenues: $5 billion revenues portfolio of General Foods, Procter & Newman-Williams, director of
Subjects: Beverages; Competition; Gamble, and Nestle, thereby placing in communication for UNICEF, is poised to
Demographics; Forecasting; Market context their coffee activities in the present the results of a two-year
segmentation; Market structure; Product United States. The objective of this case rebranding process at the annual
portfolio management is to allow students to evaluate each meeting of the national committee
Length: 25p competitor's commitment to the U.S. heads. This case describes the
Supplementary Materials: Supplement retail coffee market and the strategic organization and highlights the
(Note), (583003), 8p, by George S. Yip; implications of those commitments. May challenges UNICEF faces in 2002.
Supplement (Field), (583001), 1p, by be used with: (582087) U.S. Retail Details of the rebranding process,
George S. Yip, Jeffrey R. Williams; Coffee Market (A); (582089) Brim (A); including market research, the
Teaching Note, (585108), 41p, by (582090) Brim (B). development of brand essence and
Robert J. Dolan Geographic Setting: United States brand models, and organizational
Industry Setting: Coffee challenges of consensus building, are at
586134 Gross Revenues: $5 billion revenues the core of the case.
Title: U.S. Retail Coffee Market (A), Subjects: Beverages; Competition; Geographic Setting: Global
Software Case Demographics; Forecasting; Market Number of Employees: 6,000
Author(s): Shapiro, Benson P. segmentation; Market structure; Product Gross Revenues: $1.2 billion revenues
Publication Date: 05/14/1986 portfolio management Subjects: Brand management; Brands;
Product Type: Software Case Length: 8p Marketing implementation; Marketing
Abstract: Set in mid-1978, this case Supplementary Materials: Supplement strategy; Nonprofit organizations
covers all aspects of the U.S. retail (Note), (583004), 1p, by George S. Yip; Length: 27p
coffee market both cross-sectionally and Teaching Note, (585108), 41p, by Supplementary Materials: Teaching
historically. The market is recovering Robert J. Dolan Note, (505013), 7p, by John A. Quelch
from dramatic price rises and volume NEW
drops. The overall issue is the forecast 583004
of future market evolution and the Title: U.S. Retail Coffee Market (B) and 507S16
implications for the marketing strategy of Brim (A): Day 2 of Coffee Series, Title: USA TODAY Online, Spanish
each major producer. The Lotus 1-2-3 Assignment Sheet Version
worksheet contains data from the Author(s): Yip, George S. Author(s): Deighton, John; St. George,
exhibits. This version of the case by G.S. Publication Date: 07/27/1982 Anthony
Yip and J.R. Williams has been written Product Type: Supplement (Note) Publication Date: 03/18/1998
to provide information on its use with Abstract: Provides assignment Product Type: LACC Case
software available on Diskette No. 9 (9- questions for U.S. Retail Coffee Market Abstract: How should USA TODAY use
086-009). Requires: Lotus 1-2-3 (B) and Brim (A). To be given out before its brand franchise to build a publishing
Release 1A; Category: Exhibit Day Two of the coffee case series. Must business on the World Wide Web?
Template. be used with: (582089) Brim (A); Advertising Age described the first steps
Subjects: Beverages; Competition; (582088) U.S. Retail Coffee Market (B). as "a case study in how not to do it," but
by the end of 1997 USA TODAY Online The options facing USAir--a single-hub relationships with suppliers to
is the most visited news site on the Web. airline with no ownership position in the understand product strategy, look at
Now the challenge is to become CRS--are explored. offerings in advance, and participate in
profitable. The case explores the Geographic Setting: United States decisions made about future products--
migration of a powerful newspaper brand Industry Setting: Airline industry and sales leaders are in the best position
to the Internet, the design of the product Gross Revenues: $1.6 billion revenues to offer that kind of contact. Process
and delivery system, and alternative Subjects: Airlines; Deregulation; guru: Although sales chiefs must look
sources of revenue. Economic analysis; Information beyond the sales and customer
Geographic Setting: United States technology; Market segmentation; processes they have honed over the
Industry Setting: Publishing industry Market structure past decade, they can't abandon them.
Number of Employees: 90 Length: 28p The focus on process has become only
Gross Revenues: $10 million revenues more important as many organizations
Subjects: NO 507073 have begun bundling products and
SUBJECTS(KEYWORDS) Title: USG services to meet important customers'
Length: 20p Author(s): Ofek, Elie; Herman, Kerry individual needs. Organization architect:
Year New: 2008 Publication Date: 04/16/2007 Good sales leaders spend a lot of time
Revision Date: 06/03/2008 evaluating and occasionally redesigning
598133 Product Type: Note the sales organization's structure to
Title: USA TODAY Online Abstract: Serves as a background note ensure that it supports corporate
Author(s): Deighton, John; St. George, for purposes of class discussion around strategy. Often, this involves finding the
Anthony next-generation innovation at USG. right balance between specialized and
Publication Date: 03/18/1998 Describes the company, its products, generalized sales roles. Course
Revision Date: 11/18/1999 and competitors. Of relevance is the fact corrector: Sales leaders must watch the
Product Type: Case (Field) that it recently filed for Chapter 11 due to horizon, but they can't take their hands
Abstract: How should USA TODAY use litigation over asbestos-related claims. off the levers or forget about the dials. If
its brand franchise to build a publishing Describes the main innovations until they do, they might fail to respond when
business on the World Wide Web? 2004. quick adjustments in priorities are
Advertising Age described the first steps Geographic Setting: United States needed.
as "a case study in how not to do it," but Industry Setting: Construction industry Geographic Setting: Ann Arbor, MI;
by the end of 1997 USA TODAY Online Gross Revenues: $4.5 billion revenues Carlsbad, CA; Orlando, FL; United
is the most visited news site on the Web. Event Year Start: 2003 States
Now the challenge is to become Event Year End: 2004 Industry Setting: Information industry;
profitable. The case explores the Subjects: NO Life sciences
migration of a powerful newspaper brand SUBJECTS(KEYWORDS) Subjects: NO
to the Internet, the design of the product Length: 7p SUBJECTS(KEYWORDS)
and delivery system, and alternative Year New: 2007 Length: 9p
sources of revenue. Year New: 2006
Geographic Setting: United States R0607K
Industry Setting: Publishing industry Title: The Ultimately Accountable Job: 509035
Number of Employees: 90 Leading Today's Sales Organization Title: UnME Jeans: Branding in Web
Gross Revenues: $10 million revenues Author(s): Colletti, Jerome A.; Fiss, 2.0
Subjects: Brand equity; Electronic Mary S. Author(s): Avery, Jill; Steenburgh,
commerce; Marketing management; Publication Date: 07/01/2006 Thomas
New product marketing; Publishing Product Type: Harvard Business Publication Date: 11/12/2008
industry; World Wide Web Review Article Revision Date: 12/17/2008
Length: 20p Abstract: In recent years, sales leaders Product Type: Case (Gen Exp)
Supplementary Materials: Teaching have had to devote considerable time Abstract: This case introduces
Note, (599097), 6p, by John Deighton and energy to establishing and emerging Web 2.0 social media in virtual
maintaining disciplined processes. The worlds, social networking sites, and
SM4 thing is, many of them stop there--and video sharing sites, and encourages
Title: USAir in 1986 they can't afford to, because the students to explore the opportunities and
Author(s): Borenstein, Severin; business environment has changed. risks they present for brands. The case
Shepard, Andrea Customers have gained power and gone allows students to grapple with the
Publication Date: 01/01/1993 global, channels have proliferated, more strategic and tactical decisions that
Product Type: Case (Library) product companies are selling services, accompany marketing communications
Publisher: Stanford University and many suppliers have begun strategy and to combine information on
Abstract: Designed for a competitive providing a single point of contact for consumer behavior with an
strategy course, this case includes customers. Such changes require understanding of brand objectives, in
material on competition in the airline today's sales leaders to fill various new order to assess and evaluate new social
industry suitable for discussion of: price roles: company leader, customer media options. Brand manager Margaret
leadership; interfirm communication and champion, process guru, organization Foley is facing an increasingly complex
facilitating devices; building dominant, architect, and course corrector. media environment in which her
sustainable position; capacity and price Company leader: The best sales chiefs traditional media plan, focused on
wars; and creating barriers to entry. actively help formulate and execute television, print, and radio advertising,
Focuses on computer reservation company strategy, and they collaborate has become less effective due to
systems (CRSs), marketing devices with all functions of the business to declining audiences, increased
(frequent flyer programs and travel agent deliver value to customers. Customer advertising clutter, and consumers
commission overrides), and hubbing. champion: Customers want C-level tuning out. She is exploring emerging
Web 2.0 social media options to Christensen, Clayton M.; Deighton, cycle, starting at the point they perceive
determine if they can better achieve her John; Dolan, Robert J.; Fader, Peter S.; a need. Sellers have always had a sales
branding and advertising objectives. Her Fournier, Susan; Gourville, John T.; cycle, starting at the point they spot a
challenge is to cut through all of the Moe, Wendy W.; Sarvary, Miklos prospect. Traditionally, the two have
hype surrounding Web 2.0 and to Publication Date: 02/08/2002 dovetailed--either because the seller
analyze the social media's potential for Product Type: Business Fundamentals created the buyer's perception of need
her brand by delving into the consumer Abstract: Business Fundamentals are or because the buyer pursued a need by
needs and behaviors underpinning Web collections of Harvard Business School contacting a salesperson (often for
2.0 technologies. background materials, reflecting HBS product information). Now the buy cycle
Industry Setting: Apparel industry courses and supplemented by self-study is often well underway before the seller
Event Year Start: 2008 aids. This collection includes five is even aware there is a cycle--in part
Event Year End: 2008 background notes, one set of consumer because of the information asymmetry
Subjects: NO behavior exercises, and one article each created by the Internet. The implications
SUBJECTS(KEYWORDS) from Harvard Business Review and for managing a sales organization are
Length: 27p California Management Review. The profound in that sales training must now
Supplementary Materials: Teaching collection addresses some of the key address how reps handle an
Note, (5-509-037), 21p, by Jill Avery, issues and terminology involved in environment in which buyers have more
Thomas Steenburgh researching, interpreting, and predicting knowledge than they do. The authors
consumer behavior. Although the main offer evidence that sales executives are
CMR210 focus is the individual consumer, some taking--and should take--aggressive
Title: Uncovering Patterns in readings cover industrial customers as action to train and retain sales talent,
Cybershopping well. Included are: "Consumer Behavior manage the sales process, and use
Author(s): Moe, Wendy W.; Fader, Exercises," "Analyzing Consumer sales support technologies to meet the
Peter S. Perceptions," "Analyzing Consumer challenges of this new environment.
Publication Date: 07/01/2001 Preferences," "Discovering What Has Subjects: NO
Product Type: CMR Article Already Been Discovered: Why Did SUBJECTS(KEYWORDS)
Publisher: California Management Your Customers Hire Your Product?," Length: 10p
Review "Note on Behavioral Pricing," "Issues of Year New: 2006
Abstract: Academics and practitioners Product Policy," "Torment Your
alike have been arguing about whether Customers (They'll Love It)," and 4451BC
the Internet brings a revolutionary "Uncovering Patterns in Cybershopping." Title: Undressing the Mind of the
change in the fundamental way we do Emphasis is on recent materials; all but Consumer: Introduction to Deep
business or whether it simply offers a one item was published in 1999 or later. Metaphors
new distribution channel and Each item is accompanied by a Author(s): Zaltman, Gerald; Zaltman,
communication medium. Regardless of summary, an outline, learning objectives, Lindsay
the answer to that debate, one thing is and a set of questions, ideas, and Publication Date: 05/06/2008
certain: the Internet provides managers exercises. Product Type: HBS Press Chapter
with an enormous amount of customer Subjects: Consumer behavior; Abstract: Deep deficits in thinking about
information that was previously Consumer marketing; Customer consumer information reveal themselves
unavailable. Thus, the new struggle has relations; Market analysis; Market in weak product and service
been to manage this information and to research; New product marketing; development, low-impact marketing
use it accurately and efficiently to Product design; Product development; communications, and ineffective product-
measure customers, trends, and Test markets launch strategies. These deficits are
performance. However, the volume of Length: 108p widespread across industries.
this data has overwhelmed many e- List Price: $34.95 Remedying this deficiency is arguably
commerce managers. As a result, e- the single largest challenge facing
commerce managers have been R0607C corporate leaders today. May be used
focusing on aggregate-level summary Title: Understanding What Your Sales with: (4452BC) How to Think Deeply: A
statistics rather than fully leveraging their Manager Is Up Against Brief Guide to Overcoming Your Depth
data. Using commonly available Author(s): Trailer, Barry; Dickie, Jim Deficit; (4453BC) Foundations of Deep
clickstream data, this article discusses Publication Date: 07/01/2006 Metaphors: How Managers Benefit from
the benefits of separating an individual Product Type: Harvard Business Discovering Consumer Similarities;
customer's buying behavior into simple Review Article (4454BC) Balance: How Justice,
patterns of visits and purchasing Abstract: Every year, the research firm Equilibrium, and the Interplay of
conversion. This analysis of the buying CSO Insights publishes the results of its Elements Affect Consumer Thinking;
process allows us to examine more Sales Performance Optimization survey, (4455BC) Transformation: How
carefully the relationship between store an online questionnaire given to more Changes in Substance and
visits and purchasing behavior. than 1,000 sales executives worldwide Circumstances Affect Consumer
Subjects: Consumer behavior; that seeks to examine the effectiveness Thinking; (4456BC) Journey: How the
Customer relations; Electronic of key sales practices and metrics. In Meeting of Past, Present, and Future
commerce; Information management this article, two partners from CSO Affects Consumer Thinking; (4457BC)
Length: 13p provide the 2005 and 2006 survey Container: How Inclusion, Exclusion,
highlights, which describe the challenges and Other Boundaries Affect Consumer
9543 today's sales organizations face and Thinking; (4458BC) Connection: How
Title: Understanding Consumer how they're responding. An overall the Need to Relate to Oneself and
Behavior, Business Fundamentals theme is the degree to which the buy Others Affects Consumer Thinking;
Series cycle has gotten out of sync with the sell (4459BC) Resource: How Acquisitions
Author(s): Brown, Stephen; cycle. Buyers have always had a buy and Their Consequences Affect
Consumer Thinking; (4460BC) Control: Subjects: Advertising campaigns; question is how to measure the
How the Sense of Mastery, Vulnerability, Airlines; Market share; Marketing outcome/impact of the work done by the
and Well-Being Affects Consumer strategy; Pricing agencies that receive United Way
Thinking; (4461BC) Deep Metaphors at Length: 29p funding. A follow-on question is how to
Work: A Strategy for Workable Supplementary Materials: Teaching reinvent the organization to deliver the
Wondering--Understanding the Minds of Note, (587131), 19p, by John A. Quelch new management system.
Consumers. Geographic Setting: United States
Subjects: NO UV0633 Gross Revenues: $60 million budget
SUBJECTS(KEYWORDS) Title: United Bank of Wilmington Subjects: Nonprofit accounting;
Length: 14p Author(s): Cross, Tom Nonprofit organizations; Organizational
List Price: $6.95 Publication Date: 03/17/2006 change; Social services
Year New: 2007 Product Type: Case (Field) Length: 23p
Abstract: This case is about a bank's
505056 flight department that is reexamining its 599042
Title: Unilever in India: Hindustan pilot training requirements. It is one of a Title: United Way of Massachusetts Bay
Lever's Project Shakti--Marketing FMCG series of four cases to be used in a Author(s): Bell, David E.; Leamon, Ann
to the Rural Consumer value-based selling workshop. Publication Date: 10/08/1998
Author(s): Rangan, V. Kasturi; Rajan, Geographic Setting: Delaware Revision Date: 04/05/2001
Rohithari Gross Revenues: $500 to $999 million Product Type: Case (Field)
Publication Date: 02/23/2005 Subjects: NO Abstract: The United Way of
Revision Date: 06/27/2007 SUBJECTS(KEYWORDS) Massachusetts Bay held the monopoly
Product Type: Color Case Length: 4p on workplace giving for 50 years. In the
Abstract: With liberalization of India's Year New: 2008 1990s it has experienced a dramatic
economy and the opening up of markets change in the workplace itself and in
to foreign multinationals such as Procter 585172 donor attitudes toward giving and toward
& Gamble, the Indian subsidiary of Title: United States Trust Co. of New the United Way organization. This case
Unilever--Hindustan Lever Ltd. (HLL)-- York investigates the implications of these
was under pressure to grow revenues Author(s): Lovelock, Christopher H. changes on the United Way and
and profits. HLL had a long and stellar Publication Date: 04/12/1985 explores the tools and messages it can
record of market leadership in India (with Revision Date: 11/21/1985 use to market itself, in particular, how to
market shares of nearly 60%) in Product Type: Case (Field) use direct mail and the Internet to create
categories such as soap, detergent, and Abstract: United States Trust, the 141st one-to-one relationships with donors.
shampoos. Documents HLL's innovative largest bank in the U.S., is positioned to Geographic Setting: Boston, MA
approach to penetrate rural markets serve affluent personal clients as well as Number of Employees: 130
(with populations less than 1,000), certain types of corporate customers. Gross Revenues: $43 million revenues
where two-thirds of India's population Senior officers are considering Subjects: Internet; Marketing strategy;
lives, with a scheme named "Shakti" introducing an asset management Nonprofit marketing; Nonprofit
(meaning empowerment). The central account that combines brokerage, organizations
question is: How should the company checking, and loan facilities. Although Length: 23p
scale Shakti and make it profitable? Merrill Lynch, the large brokerage firm, Supplementary Materials: Teaching
Geographic Setting: India has been very successful with this type Note, (599095), 9p, by David E. Bell;
Event Year Start: 2005 of product, banks in general have had Case Video, (599502), 3 min, by United
Event Year End: 2005 poor response. Some officers feel that Way
Subjects: Consumer marketing; India; this account would attract new business;
Innovation; Marketing strategy others see it as a poor fit with United 599502
Length: 24p States Trust's image of high personal Title: United Way of Massachusetts Bay
Supplementary Materials: Teaching service and also likely to cannibalize and Valley of the Sun, Video
Note, (507022), 9p, by V. Kasturi existing, more profitable products. Author(s): United Way
Rangan Geographic Setting: New York, NY Publication Date: 06/01/1999
Year New: 2005 Industry Setting: Banking industry Product Type: Case Video
Gross Revenues: $2.3 billion assets Abstract: Presents United Way of
586089 Subjects: Banking; Financial services; Massachusetts Bay's service
Title: United Airlines: Price Promotion Market segmentation; New product announcements and Valley of the Sun's
Policy marketing; Product positioning paid advertisements. Students can
Author(s): Quelch, John A.; Spencer, Length: 25p compare the two efforts and discuss the
Melanie D. Supplementary Materials: Teaching costs and benefits of both. Must be used
Publication Date: 03/19/1986 Note, (589091), 16p, by John A. Quelch, with: (599042) United Way of
Revision Date: 09/01/1987 Christopher H. Lovelock Massachusetts Bay.
Product Type: Case (Field) Subjects: Internet; Marketing strategy;
Abstract: A United Airlines executive 598138 Nonprofit marketing; Nonprofit
must decide what promotional actions to Title: United Way Community Services organizations
recommend to restore load factors Author(s): Rangan, V. Kasturi Length: 3 min
following the end of the 1985 pilots' Publication Date: 03/25/1998 List Price: $150.00
strike. Revision Date: 07/28/1998
Geographic Setting: United States Product Type: Case (Field) 7982
Industry Setting: Airline industry Abstract: Describes in detail the fund Title: United We Brand: How to Create
Company Size: large development and distribution system of a Cohesive Brand That's Seen, Heard
Gross Revenues: $7 billion revenues United Way Community Services. A key and Remembered (Hardcover)
Author(s): Moser, Mike CMR258 organizational structures that will help

Publication Date: 02/13/2003 Title: Unleashing the Power of Yield overcome the parochialism and power of
Product Type: HBS Press Book Management in the Internet Era: silo groups. Organizational structures
Abstract: Most executives know their Opportunities and Challenges and processes need to be developed
company's values and brand message, Author(s): Marmorstein, Howard; that will create silo linking, whereby
but often they fail to make sure that Rossomme, Jeanne; Sarel, Dan people can enhance cross-silo
everyone else knows them too. The Publication Date: 04/01/2003 information flow and develop and
result? A weak brand that conveys Product Type: CMR Article implement programs across silos. This
different messages inside the company-- Publisher: California Management chapter discusses a variety of devices
and out in the marketplace. United We Review available for firms to forward silo linking,
Brand offers a hands-on action plan for Abstract: The profitability of many firms including teams, informal and formal
building a cohesive brand strategy from hinges on their ability to extract the networks, matrix organizations, and
the ground up. Drawing from two maximum amount of revenue from a centralized marketing groups.
decades of experience creating brand fixed quantity of perishable goods and/or Subjects: NO
identities for companies including Dell, services. Yet, most firms in this situation SUBJECTS(KEYWORDS)
Cisco, and Kia Motors, Mike Moser have not invested in yield management Length: 32p
provides a proven template for systems. Explains why minimal use of List Price: $6.95
transforming disparate, "fuzzy" brand yield management techniques may have
information into a concrete guidepost for been appropriate in the pre-Internet era. 578017
making day-to-day branding decisions. Discusses the major changes to the Title: Using PIMS and Portfolio Analyses
Called the "Brand Roadmap," this marketing landscape fostered by the in Strategic Market Planning:
valuable tool enables organizations of all Internet that enable the effective practice Comparative Analysis
sizes and kinds to leverage insights and of yield management. Many yield Author(s): Abell, Derek F.
strategies once only available through management approaches have the Publication Date: 08/22/1977
big-gun consulting and ad agencies. potential to increase profitability Product Type: Note
Step by step, it guides readers through significantly. Highlights the most Abstract: Compares and contrasts three
the four key components of brand important factors for managers to widely used aids to strategic planning:
strategy: identifying core values, consider when reassessing the viability PIMS (profit impact of market strategy),
creating a focused brand message, of yield management systems at their BCGs (Boston Consulting Group's)
developing a distinctive brand firms. products portfolio analysis, and the
personality, and choosing a consistent Subjects: Internet; Inventory "company position-industry
set of brand icons. Filled with vivid case management; Pricing strategy; Product attractiveness" portfolio method.
examples and practical worksheets, positioning Subjects: Marketing strategy; Product
United We Brand is essential for anyone Length: 23p portfolio management; Profitability
involved in charting a company's Year New: 2004 analysis; Strategic planning
distinctive path to success. Winner of Length: 16p
five Clio Awards and two Cannes Lions. 89301
Industry Setting: Consulting Title: Us vs. Them: The Minefield of BH296
Subjects: Brand management; Brands; Comparative Ads Title: Using product design strategically
Consulting Author(s): Buchanan, Bruce; Goldman, to create deeper consumer connections
Length: 192p Doron Author(s): Noble, Charles H.; Kumar,
List Price: $29.95 Publication Date: 05/01/1989 Minu
NEW Product Type: Harvard Business Publication Date: 09/15/2008
Review Article Product Type: Case (Field)
179008 Abstract: A new trademark law took Publisher: Business Horizons/Indiana
Title: University of Michigan Athletic effect January 1, 1989, that clarifies the University
Department basis for taking competitors to federal Abstract: Historically, product design
Author(s): Greyser, Stephen A.; Vogt, court for making reckless claims in has most often been considered a
Elwood W. comparative advertising. Comparative process for creating functional
Publication Date: 08/07/1978 advertisers can make themselves less differentiation through added features,
Revision Date: 06/06/1988 vulnerable to attack by not running ads superior performance, and so forth.
Product Type: Case (Field) that make false claims, that contradict However, with the advent of more
Abstract: Review and appraisal of the the facts, or that use the truth to mislead, design-oriented companies, such as
University of Michigan's marketing in among other things. Apple, Dyson, and others, design is
behalf of its athletic department. Major Industry Setting: Advertising industry increasingly being seen as an important
elements of marketing mix are Subjects: Advertising; Advertising strategic tool in creating preference and
examined. Unusual conditions include campaigns deeper emotional value for the
sellout situation for two sports where Length: 7p consumer. In this research, we show
ticket prices cannot be raised how different design elements may be
unilaterally. 6282BC used strategically to create two very
Geographic Setting: Michigan Title: Use Teams and Other Routes to different outcome chains from a
Industry Setting: Education industry Silo Linking: CMO Strategies for consumer's perspective. This work
Subjects: Higher education; Marketing Facilitating Silo Cooperation shows that certain design elements are
mixes; Nonprofit organizations; Public Author(s): Aaker, David more likely to create functional product
policy; Sports Publication Date: 10/21/2008 differentiation and transactional
Length: 34p Product Type: HBS Press Chapter consumer outcomes, while other design
Abstract: A major challenge of creating strategies tap a more emotional form of
business strategy is to develop value creation. As we show, an
emotional focus in value creation is more Length: 19p Publication Date: 12/11/1992
likely to create desired and powerful Supplementary Materials: Supplement Revision Date: 03/07/1995
outcomes such as loyalty, joy of use, (Field), (SM120B), 2p, by Mark Leslie, Product Type: Case (Field)
and even passion. Given current Tom Federico; Supplement (Field), Abstract: Finland is planning to join the
business trends towards relationship- (SM120C), 3p, by Mark Leslie, Erin E.C. and Valio, its largest dairy
based customer management, this Yurday, Tom Federico cooperative, has to reposition itself.
emphasis on emotional value creation Year New: 2005 Geographic Setting: Finland
through product design is particularly Industry Setting: Dairy industry
relevant. In order to make these ideas SM120B Subjects: Agribusiness; International
actionable, we offer specific product Title: VERITAS 1999 (B): Integrating marketing; Scandinavia
design strategies that managers can use Sales Forces Length: 26p
to enhance the transactional and Author(s): Leslie, Mark; Federico, Tom
relational value of their customer Publication Date: 06/23/2005 583164
relationships. Product Type: Supplement (Field) Title: ValuPlus Supermarkets, Inc.
Subjects: NO Publisher: Stanford University Author(s): Salmon, Walter J.; Court,
SUBJECTS(KEYWORDS) Abstract: An abstract is not available for Alice M.
Length: 10p this product. Must be used with: Publication Date: 06/15/1983
(SM120A) VERITAS 1999 (A): Revision Date: 10/05/1993
SM120A Integrating Sales Forces. Product Type: Case (Field)
Title: VERITAS 1999 (A): Integrating Subjects: NO Abstract: Concerns the applicability of
Sales Forces SUBJECTS(KEYWORDS) the food warehouse concept to different
Author(s): Leslie, Mark; Lattin, James; Length: 2p geographic areas.
Yurday, Erin Year New: 2005 Geographic Setting: Midwestern United
Publication Date: 09/15/2003 States
Revision Date: 06/23/2005 SM120C Industry Setting: Food industry; Retail
Product Type: Case (Field) Title: VERITAS 1999 (C): Integrating industry
Publisher: Stanford University Sales Forces Gross Revenues: $1.2 billion assets
Abstract: In October 1998, VERITAS Author(s): Leslie, Mark; Yurday, Erin; Subjects: Consumer marketing;
and Seagate's Network Storage and Federico, Tom Demographics; Supermarkets
Management Group, which both sold Publication Date: 06/23/2005 Length: 25p
data storage management software, Product Type: Supplement (Field) Supplementary Materials: Teaching
agreed to merge. In terms of employee Publisher: Stanford University Note, (592015), 8p, by Walter J. Salmon,
size and revenues, it was nearly a Abstract: An abstract is not available for David Wylie
merger of equals. Until regulatory this product. Must be used with:
approval for the merger was granted (SM120A) VERITAS 1999 (A): 3358
from the government under the Hart- Integrating Sales Forces. Title: Value Merchants: Demonstrating
Scott-Rodino (HSR) Act, the two Subjects: NO and Documenting Superior Value in
companies could share only public SUBJECTS(KEYWORDS) Business Markets (Hardcover)
information, initially limiting due Length: 3p Author(s): Kumar, Nirmalya; Anderson,
diligence. The companies received HSR Year New: 2005 James C.; Narus, James A.
approval on December 4, 1998. It had Publication Date: 11/07/2007
been clear from public information that Product Type: HBS Press Book
74107
the two companies offered different Abstract: Do your salespeople feel
Title: Vaguely Right Approach to Sales
products, sold through different channels under extreme pressure to retain
Force Allocations
of distribution, and captured two different accounts or gain new business at any
Author(s): Lodish, Leonard M.
customer segments of the market. After cost? If so, you may be leaving big
all, these differences were regarded as money on the table. Consider the
complements and the major justification integrated-circuit supplier representative
Review Article
behind the merger. However, what was who lost $500,000 of potential profit on a
Abstract: A computer system which
not so apparent until HSR approval was single transaction, just to "win" a deal
determines sales force allocations
the clash in sales force cultures. Paul that he would have closed anyway at the
employs the concept that vaguely right is
Sallaberry, an executive at pre-merger higher price. Do not make price
better than precisely wrong. A suggested
VERITAS, assumed the role of executive concessions. Become a value merchant
approach uses hard data from sales and
vice-president of worldwide sales and instead. In this authoritative book, James
profit records, such as geographical
marketing after the merger. Sallaberry Anderson, Nirmalya Kumar, and James
areas, travel time and costs, and
needed to design a sales force Narus explain how companies in
available time. The computer plots this
integration plan that would take the business markets can use customer
data against judgmental data, such as
company to billions of dollars in sales value management techniques to
the odds for converted prospects and
within the next few years without estimate the value of your market
other elements of risk, to calculate the
sacrificing any short-term sales offerings, create value propositions that
most effective use of time.
momentum. To do so, he had to resolve resonate with your customers, and
Subjects: Sales management
the issues at hand: culture clashes, maximize the return you will get on the
Length: 6p
disparate compensation structures, superior value that you deliver. Drawing
overlapping territories, and redundant on extensive research and detailed case
management positions. 593065
studies of companies like Sonoco, Tata
Industry Setting: Software industry Title: Valio
Steel, and Quaker Chemical, "Value
Subjects: NO Author(s): Goldberg, Ray A.; Willis,
Merchants" will change the mindset and
SUBJECTS(KEYWORDS) Vincent N.
behavior of your executives, sales
management, representatives, and compromising the profitability of the Marketing strategy; Nonprofit
marketers--as well as your customers. category. May be used with: (M284B) organizations; Partnerships
Geographic Setting: Global Value Pricing at Procter & Gamble (B). Length: 21p
Subjects: NO Geographic Setting: Cincinnati, OH Year New: 2005
SUBJECTS(KEYWORDS) Industry Setting: Consumer products
Length: 240p Company Size: Fortune 500 507049
List Price: $35.00 Gross Revenues: $24 billion revenues Title: The Vancouver 2010 Olympics
Year New: 2007 Subjects: Consumer goods; Marketing Author(s): Elberse, Anita; Anthony,
strategy; Pricing; Restructuring Catherine; Callahan, Joshua
2875ES Length: 27p Publication Date: 03/21/2007
Title: Value Merchants: Demonstrating Revision Date: 10/20/2008
and Documenting Superior Value in M284B Product Type: Case (Field)
Business Markets: A Harvard Business Title: Value Pricing at Procter & Gamble Abstract: It is February 2007, exactly
Press Book Summary in Partnership (B) three years before Vancouver hosts the
with getAbstract Author(s): Lal, Rajiv; Kristofferson, 2010 Winter Olympics. Judy Rogers,
Author(s): Anderson, James C.; Kumar, Mitchell City Manager for the City of Vancouver
Nirmalya; Narus, James A. Publication Date: 02/01/1996 and a member of the Board of Directors
Publication Date: 11/01/2007 Product Type: Case (Field) for Vancouver's Organizing Committee
Product Type: HBS Press Book Publisher: Stanford University (VANOC), is keen to ensure the Games
Summary Abstract: The transition to value pricing will have a lasting positive impact on the
Abstract: Do your salespeople feel required changes in product city and on Canada. However, a recent
under extreme pressure to retain development as well as in the roles of event reveals that significant social
accounts or gain new business at any brand managers and the sales force, tensions could negatively effect the
cost? Do not make price concessions. and coincided with a significant drop in event and Vancouver's image across the
Become a value merchant instead. In both shipments and sales. In globe, and Rogers will have to find a way
this authoritative book, James Anderson, championing such a radical change, to address the growing concerns. More
Nirmalya Kumar, and James Narus Durk Jager had put not only his own job pressingly, Rogers and her team are
explain how companies in business on the line, but also the fate of the entire faced with the task of creating an
markets can use customer value company. May be used with: (M284A) Olympic Legacy Reserve Fund that
management techniques to estimate the Value Pricing at Procter & Gamble (A). could enable the city to achieve its
value of your market offerings, create Geographic Setting: Cincinnati, OH sustainability goals, but involves a
value propositions that resonate with Industry Setting: Consumer products significant tax increase for Vancouver's
customers, and maximize the return you Company Size: Fortune 500 residents and businesses. With the world
will get on the superior value that you Gross Revenues: $24 billion revenues watching and the clock ticking, there is a
deliver. Subjects: Consumer goods; Marketing lot at stake. How should Rogers respond
Geographic Setting: Global strategy; Pricing; Restructuring to these challenges? Allows for an in-
Subjects: NO Length: 9p depth examination of critical social
SUBJECTS(KEYWORDS) marketing issues in the context of one of
Length: 5p CMR297 the world's biggest sports events.
Year New: 2007 Title: Valuing the Cause Marketing Provides rich data on the possible
Relationship benefits and drawbacks for a variety of
M284A Author(s): Rangan, V. Kasturi; constituents, including the International
Title: Value Pricing at Procter & Gamble Gourville, John T. Olympic Committee, the host country
(A) Publication Date: 11/01/2004 and city, its businesses, and local
Author(s): Lal, Rajiv; Kristofferson, Product Type: CMR Article residents, and can serve to illustrate the
Mitchell Publisher: California Management key tensions as well as best practices in
Publication Date: 02/01/1996 Review social marketing initiatives.
Product Type: Case (Field) Abstract: Cause marketing involves a Geographic Setting: Canada
Publisher: Stanford University "cause-linked" promotion of a Industry Setting: Sports industry
Abstract: Executive Vice President Durk commercial product, with some part of Gross Revenues: $1.5 billion Canadian
Jager was convinced that the huge sums that product's revenues being donated to revenues
being spent on trade and consumer the nonprofit engaged in that cause. Event Year Start: 2004
promotion could be put to better use, Traditionally, the needs of the for-profit Event Year End: 2010
and that P&G should overhaul its pricing firm have for the most part initiated and Subjects: NO
strategy to one of consistent list prices driven cause marketing, with less SUBJECTS(KEYWORDS)
with little, if any, promotional spending. attention directed to the needs of the Length: 27p
Two category managers (for hand- nonprofit organization or its role in Year New: 2007
dishwashing liquids Dawn, Ivory, and creating value for the partnership. Offers
Joy, and for Folgers coffee) were a framework that considers the benefits 504803
considering the potential consequences and costs from both partners' Title: Vanguard Group Television
of putting their products on the "value perspectives, including monetary (first- Commercials, Video (DVD)
pricing" bandwagon. Should they order) as well as nonmonetary (second- Author(s): Quelch, John A.
implement value pricing? And if so, how order) considerations. Using this Publication Date: 05/01/2004
much should they reduce list prices for framework, the article proposes a Product Type: Case Video, DVD
these national brands? Major changes to decision process aimed at enhancing the Medium: Videotape
the original budget and marketing plan value for both partners in the Abstract: Presents two test television
would be required, and these changes relationship. commercials to promote awareness of
would have to be accomplished without Subjects: Corporate responsibility; the Vanguard brand.
Industry Setting: Mutual fund Abstract: Describes the "Quick Subjects: Brands; Clothing; Consumer
Subjects: NO Response" program developed by Vanity marketing; Footwear; New product
SUBJECTS(KEYWORDS) Fair Mills (VFM), a division of the VF marketing
Length: 2 min Corp. Beginning in 1989, VFM Length: 22p
Year New: 2005 reorganized its manufacturing systems, Supplementary Materials: Teaching
invested heavily in computer and Note, (505008), 24p, by Youngme Moon
504812 telecommunications equipment, and
Title: Vanguard Group Television formed "partnership" agreements with 504S05
Commercials major retailers. These changes were Title: Vans: Skating on Air, Spanish
Author(s): Quelch, John A. designed to improve inventory turnover, Version
Publication Date: 05/01/2004 reduce markdowns, and cut down on Author(s): Moon, Youngme; Kiron,
Product Type: Case Video operating expenses in the distribution of David
Medium: Videotape intimate apparel. The improved Publication Date: 06/22/2002
Abstract: Presents two test television efficiency of the distribution channel Product Type: LACC Case
commercials to promote awareness of would, it was believed, yield benefits for Abstract: Vans is best known for selling
the Vanguard brand. Must be used with: VFM and its retail customers. In early footwear and apparel to skateboarders,
(504001) Marketing at The Vanguard 1993 VFM management reviewed their surfers, and other alternative sports
Group. progress to date in implementing Quick athletes. In April 2002, Gary Schoenfeld,
Industry Setting: Mutual fund Response. the CEO, is facing a number of
Subjects: Financial services; Market Geographic Setting: United States challenges. With respect to footwear, he
segmentation; Marketing strategy; Industry Setting: Apparel industry must decide what to do about two
Mutual funds Company Size: large product lines that are struggling--the
Length: 2 min Gross Revenues: $3.8 billion revenues outdoor line of hiking shoes and the
List Price: $100.00 Subjects: Clothing; Distribution women's collection. More broadly, Vans
Year New: 2004 channels; Inventory management; is currently embarking on a number of
Logistics; Marketing strategy; Sales new ventures, some of with which the
management company has little experience. For
504802
Length: 31p example, Vans is in the process of
Title: Vanguard Group--Bill McNabb,
Supplementary Materials: Teaching promoting a full-length movie, creating
Video (DVD)
Note, (595095), 4p, by David E. Bell its own record label, and working with
Publication Date: 02/01/2004 video-game developers to develop
Product Type: Case Video, DVD 502077 games based on its sporting events.
Abstract: An interview with the chief Title: Vans: Skating on Air Teaching Purpose: Traces the up-and-
operating officer of the Vanguard Group. Author(s): Moon, Youngme; Kiron, down history of a niche fashion brand in
Must be used with: (504001) Marketing David a market in which consumers are
at The Vanguard Group. Publication Date: 06/22/2002 notoriously fickle. In recent years, the
Industry Setting: Mutual fund Product Type: Case (Field) CEO appears to have revived the brand;
Subjects: NO Abstract: Vans is best known for selling however, it is unclear whether the
SUBJECTS(KEYWORDS) footwear and apparel to skateboarders, company is in danger of losing its
Length: 7 min surfers, and other alternative sports hardcore customer base as it ventures
Year New: 2005 athletes. In April 2002, Gary Schoenfeld, into the consumer mainstream. Allows
the CEO, is facing a number of for an examination of how a brand can
challenges. With respect to footwear, he evolve over time, as well as a discussion
504809
must decide what to do about two of the conflict that can arise when the
Title: Vanguard Group--Bill McNabb
product lines that are struggling--the growth and popularity of a brand affects
outdoor line of hiking shoes and the its perception of authenticity among its
women's collection. More broadly, Vans most loyal customers.
is currently embarking on a number of Geographic Setting: California
Medium: Videotape
new ventures, some of with which the Industry Setting: Footwear industry
Abstract: An interview with the chief
company has little experience. For Number of Employees: 1,700
operating officer of the Vanguard Group.
example, Vans is in the process of Gross Revenues: $350 million
Must be used with: (504001) Marketing
promoting a full-length movie, creating revenues
at The Vanguard Group.
its own record label, and working with Subjects: Brands; Clothing; Consumer
Industry Setting: Mutual fund
video-game developers to develop marketing; Footwear; New product
Subjects: Financial services; Market
games based on its sporting events. marketing
segmentation; Marketing strategy;
Traces the up-and-down history of a Length: 23p
Mutual funds
niche fashion brand in a market in which
Length: 7 min
consumers are notoriously fickle. In 98610
List Price: $150.00
recent years, the CEO appears to have Title: Versioning: The Smart Way to
Year New: 2004
revived the brand; however, it is unclear Sell Information
whether the company is in danger of Author(s): Shapiro, Carl; Varian, Hal R.
593111 losing its hardcore customer base as it Publication Date: 11/01/1998
Title: Vanity Fair Mills: Market ventures into the consumer mainstream. Product Type: Harvard Business
Response System Geographic Setting: California Review Article
Author(s): Buzzell, Robert D. Industry Setting: Footwear industry Abstract: In this article, University of
Publication Date: 05/21/1993 Number of Employees: 1,700 California at Berkeley professors Carl
Revision Date: 10/12/1993 Gross Revenues: $350 million Shapiro and Hal Varian explain how a
Product Type: Case (Field) revenues "versioning" strategy can enable a
company to distinguish its products from the competition and protect its prices commerce. Mark Walsh, the CEO of
the competition and protect its prices from collapse. Producing the first copy of VerticalNet, has to decide how far he
from collapse. This insightful article will an information product is often very can extend the firm's business model
be essential reading for any executive expensive, but producing subsequent without negatively affecting his current
competing in the information economy. copies is very cheap. In other words, the franchise.
Many producers of information goods fixed costs are high and the marginal Geographic Setting: Philadelphia, PA
assume that their products are exempt costs are low. Because competition Industry Setting: Internet & online
from the economic laws that govern tends to drive prices to the level of services industries
more tangible goods. But that's just not marginal costs, information goods can Number of Employees: 7,300
so. Information goods are subject to the easily turn into low-priced commodities, Gross Revenues: $25 million revenues
same market and competitive forces that making it impossible for companies to Subjects: NO
govern the fate of any product. And their recoup their up-front investments and SUBJECTS(KEYWORDS)
success, too, hinges on traditional eventually bringing about their demise. Length: 26p
product-management skills: gaining a The best way to escape that fate, the Year New: 2007
clear understanding of customer needs, authors say, is to create different
achieving genuine differentiation, and versions of the same core of information 590002
developing and executing an astute by tailoring it to the needs of different Title: Vestron
positioning and pricing strategy. What customers. The authors draw on a wide Author(s): Quelch, John A.; Hibbard,
makes information goods tricky is their range of examples to illustrate how Jonathan D.
"dangerous economics." Producing the companies use different versioning Publication Date: 08/17/1989
first copy of an information product is strategies to appeal to customers with Revision Date: 07/20/1990
often very expensive, but producing different needs. Product Type: Case (Field)
subsequent copies is very cheap. In Industry Setting: Online information Abstract: Explores the vertical
other words, the fixed costs are high and services integration options of a five-year-old
the marginal costs are low. Because Subjects: Information age; Market video distribution firm. Vestron has
competition tends to drive prices to the segmentation; Marketing strategy; become one of the nation's largest
level of marginal costs, information Pricing strategy; Product portfolio independent distributors of prerecorded
goods can easily turn into low-priced management; Product positioning videocassettes but must decide on a
commodities, making it impossible for Length: 13p new marketing focus or face significant
companies to recoup their up-front List Price: $6.50 financial losses. Examines the flow of
investments and eventually bringing product in the movie/video production
about their demise. The best way to 500041 and distribution channel as well as the
escape that fate, the authors say, is to Title: VerticalNet (www.verticalnet.com) power of each channel participant.
create different versions of the same Author(s): Narayandas, Das Geographic Setting: United States
core of information by tailoring it to the Publication Date: 11/02/1999 Industry Setting: Entertainment
needs of different customers. The Revision Date: 06/27/2000 industry; Film industry
authors draw on a wide range of Product Type: Case (Field) Company Size: mid-size
examples to illustrate how companies Abstract: VerticalNet, a leading creator Subjects: Distribution channels;
use different versioning strategies to of targeted business-to-business vertical Entertainment industry; Marketing
appeal to customers with different trade communities on the Internet, is strategy; Vertical integration
needs. The power of versioning is that it trying to expand its model to facilitate e- Length: 31p
enables managers to apply tried-and- commerce. Mark Walsh, the CEO of Supplementary Materials: Teaching
true product-management techniques in VerticalNet, has to decide how far he Note, (591021), 17p, by John A. Quelch,
a way that takes into account both the can extend the firm's business model Julie Yao
unusual economics of information without negatively affecting his current
production and the endless malleability franchise. 507021
of digital data. Geographic Setting: Philadelphia, PA Title: ViaGen: Revolutionizing the
Industry Setting: Online information Industry Setting: Internet & online Livestock Industry
services services industries Author(s): Bell, David E.; Shelman,
Subjects: Information age; Market Number of Employees: 7,300 Mary; Martin, Roger
segmentation; Marketing strategy; Gross Revenues: $25 million revenues Publication Date: 12/15/2006
Pricing strategy; Product portfolio Subjects: Electronic commerce; Internet Revision Date: 01/15/2008
management; Product positioning Length: 25p Product Type: Case (Field)
Length: 9p Supplementary Materials: Teaching Abstract: ViaGen has invested heavily
BESTSELLER Note, (501060), 13p, by Das to develop cloning technology for the
Narayandas livestock industry. Cloning has the
4789 potential to significantly improve the
Title: Versioning: The Smart Way to 508S02 genetics of livestock, leading to higher
Sell Information (HBR OnPoint Title: VerticalNet (www.verticalnet.com), quality meat, healthier animals, and
Enhanced Edition) Spanish Version more efficient production. Since 2003,
Author(s): Shapiro, Carl; Varian, Hal R. Author(s): Narayandas, Das the firm has been waiting for the FDA to
Publication Date: 09/01/2000 Publication Date: 11/02/1999 declare that meat and milk from cloned
Product Type: HBR OnPoint Article Revision Date: 06/27/2000 animals are no different from non-clones.
Abstract: In this article, University of Product Type: LACC Case During that period the company has
California at Berkeley professors Carl Abstract: VerticalNet, a leading creator worked to educate regulators,
Shapiro and Hal Varian explain how a of targeted business-to-business vertical consumers, and members of the
"versioning" strategy can enable a trade communities on the Internet, is livestock chain about cloning. In late
company to distinguish its products from trying to expand its model to facilitate e- 2006, the FDA announcement appears
imminent. ViaGen CEO Mark Walton research data as input for assessment of Length: 20p
needs to develop different business market opportunity and development of Supplementary Materials: Teaching
plans to commercialize cloning product positioning. Note, (585109), 46p, by Robert J. Dolan;
technology in pigs, cattle, and horses, all Geographic Setting: United States Case Video, (883519), 9 min, by George
of which have a different industry Industry Setting: Health care industry S. Yip, Jeffrey R. Williams
structure. At the same time, he must Gross Revenues: $1 billion sales
consider what to do if the announcement Subjects: Consumer marketing; Health; 582041
is delayed yet again. Market research; New product Title: Vicks Health Care Division:
Geographic Setting: United States marketing; Pharmaceuticals; Product Project Scorpio (B1)
Industry Setting: Agribusiness development Author(s): Yip, George S.; Williams,
Number of Employees: 60 Length: 23p Jeffrey R.
Gross Revenues: $2 million revenues Publication Date: 10/01/1981
Event Year Start: 2006 582039 Revision Date: 06/28/1985
Event Year End: 2006 Title: Vicks Health Care Division: Product Type: Case (Field)
Subjects: NO Project Scorpio (A) Abstract: To be handed out during class
SUBJECTS(KEYWORDS) Author(s): Yip, George S.; Williams, discussion of the (B) case. Reveals that
Length: 31p Jeffrey R. Vicks developed a second name and
Supplementary Materials: Teaching Publication Date: 10/01/1981 advertising positioning. Presents results
Note, (508014), 10p, by David E. Bell, Revision Date: 06/28/1985 of copy testing, and further test market
Eliot Sherman, Mary Shelman Product Type: Case (Field) results. Students have to choose
Year New: 2006 Abstract: The Vicks Health Care between the two names and
Division lacks a solid form entry in the positionings, as well as decide whether
599075 OTC colds care category and has to recommend national expansion.
Title: Viacom's "Blockbuster" (A) developed a "me-too" product. The main Geographic Setting: United States
Author(s): Rangan, V. Kasturi; Reitz, issues are whether there is an Industry Setting: Health care industry
Howard Firestone opportunity for the product, and, if so, Gross Revenues: $1 billion sales
Publication Date: 04/02/1999 how it should be positioned. Main Subjects: Consumer marketing; Health;
Product Type: Case (Library) teaching objectives are to use market Market research; New product
Abstract: Describes the turnaround at research data as input for assessment of marketing; Pharmaceuticals; Product
the home video retailer Blockbuster. But market opportunity and development of development
in order to understand Blockbuster's product positioning. Length: 5p
strategy the reader needs to understand Geographic Setting: United States Supplementary Materials: Teaching
the background of its parent, Viacom, an Industry Setting: Health care industry Note, (585109), 46p, by Robert J. Dolan;
entertainment and media giant. Explores Gross Revenues: $1 billion sales Case Video, (883519), 9 min, by George
multiple channel windows and their Subjects: Consumer marketing; Health; S. Yip, Jeffrey R. Williams
impact on profitability. Teaching Market research; New product
Purpose: To understand the dynamics marketing; Pharmaceuticals; Product 582042
of distribution channel evolution in the development Title: Vicks Health Care Division:
entertainment industry. Withdrawn Length: 20p Project Scorpio (C)
07/23/01. Supplementary Materials: Teaching Author(s): Yip, George S.; Williams,
Geographic Setting: United States Note, (585109), 46p, by Robert J. Dolan; Jeffrey R.
Industry Setting: Video industry Case Video, (883519), 9 min, by George Publication Date: 10/01/1981
Company Size: large S. Yip, Jeffrey R. Williams Revision Date: 08/01/1985
Gross Revenues: $25 billion revenues Product Type: Case (Field)
Subjects: Distribution channels; 582040 Abstract: Reveals that the new products
Entertainment industry; Retailing; Title: Vicks Health Care Division: executives have decided to recommend
Vertical integration Project Scorpio (B) national expansion. They have to
Length: 23p Author(s): Yip, George S.; Williams, develop a justification and preliminary
Supplementary Materials: Supplement Jeffrey R. marketing plan. Emphasizes consumer
(Library), (500087), 6p, by V. Kasturi Publication Date: 10/01/1981 and trade promotion options. Students
Rangan, Howard Firestone Reitz Revision Date: 06/28/1985 have to complete a five-year projected
Product Type: Case (Field) P&L statement.
503S75 Abstract: Reveals that Vicks chose a Geographic Setting: United States
Title: Vicks Health Care Division: multi-condition positioning for the Industry Setting: Health care industry
Project Scorpio (A), Spanish Version product. Describes testing of name and Gross Revenues: $1 billion sales
Author(s): Yip, George S.; Williams, concept, and extensively reports on a Subjects: Consumer marketing; Health;
Jeffrey R. four-city test market. Students are Market research; New product
Publication Date: 10/01/1981 expected to evaluate both the design marketing; Pharmaceuticals; Product
Revision Date: 06/28/1985 and results of the test, and face options development
Product Type: LACC Case ranging from termination to going Length: 18p
Abstract: The Vicks Health Care national. Supplementary Materials: Supplement
Division lacks a solid form entry in the Geographic Setting: United States (Note), (583009), 2p, by George S. Yip;
OTC colds care category and has Industry Setting: Health care industry Teaching Note, (585109), 46p, by Robert
developed a "me-too" product. The main Gross Revenues: $1 billion sales J. Dolan; Case Video, (883519), 9 min,
issues are whether there is an Subjects: Consumer marketing; Health; by George S. Yip, Jeffrey R. Williams
opportunity for the product, and, if so, Market research; New product
how it should be positioned. Main marketing; Pharmaceuticals; Product 583009
teaching objectives are to use market development Title: Vicks Health Care Division:
Project Scorpio (C), Student Assignment marketing; Pharmaceuticals; Product 597020

Author(s): Yip, George S. development Title: Vietnam: Market Entry Decisions
Publication Date: 07/12/1982 Length: 9 min Author(s): Quelch, John A.; Arnold,
Product Type: Supplement (Note) List Price: $150.00 David J.
Abstract: Provides a blank five-year Publication Date: 07/26/1996
profit-and-loss statement for students to 599054 Revision Date: 01/05/1998
complete. Must be used with: (582042) Title: Victory Supermarkets: Expansion Product Type: Case (Gen Exp)
Vicks Health Care Division: Project Strategy? Abstract: The management of three
Scorpio (C). Author(s): Bell, David E.; Leamon, Ann U.S. multinationals have to decide
Industry Setting: Pharmaceutical Publication Date: 05/14/1999 whether to enter the Vietnam market
industry Revision Date: 08/25/1999 and, if so, how.
Subjects: Consumer marketing; Health; Product Type: Case (Field) Geographic Setting: Vietnam
Market research; New product Abstract: Jay DiGeronimo, president of Industry Setting: Adhesives & sealants
marketing; Pharmaceuticals; Product a 16-store supermarket chain, is trying to industry; Toy industry; Athletic & outdoor
development decide the timing and method for apparel industry; Footwear industry
Length: 2p expanding his chain. The family-owned Subjects: Distribution; International
Supplementary Materials: Teaching company could continue in a marketing; Joint ventures; Southeast
Note, (585109), 46p, by Robert J. Dolan maintenance mode, with each family Asia
member running one store. It could Length: 13p
589008 expand slowly using a new Market Supplementary Materials: Teaching
Title: Vicks Health Care Division: Square concept. Or it could try to double Note, (598081), 7p, by John A. Quelch
Project Scorpio (D) its size in the next ten years. What are
Author(s): Kosnik, Thomas J. the costs and benefits of each SMR233
Publication Date: 09/08/1988 approach? Should the company Title: Viewing Brands in Multiple
Product Type: Case (Field) continue opening Market Squares, even Dimensions
Abstract: Reveals that Vicks chose a though that format has higher opening Author(s): Berthon, Pierre R.; Holbrook,
multi-condition positioning for the and operating expenses than more Morris B.; Hulbert, James M.; Pitt,
product. Describes testing of name and conventional operations? Leyland
concept, and extensively reports on a Geographic Setting: Massachusetts Publication Date: 01/01/2007
four-city test market. Students are Industry Setting: Grocery stores Product Type: SMR Article
expected to evaluate both the design Number of Employees: 1,750 Abstract: Contrary to the beliefs of
and results of the test, and face options Gross Revenues: $250 million many managers, their companies'
ranging from termination to going revenues products and corporate brands cannot
national. A rewritten version of two Subjects: Competition; Decision truly be managed, much less owned.
earlier cases by J.R. Williams under the making; Expansion; Family owned That much has become clear in recent
supervision of G.S. Yip. businesses; Financing; Investments; years as many well known brands have
Geographic Setting: United States Marketing strategy; Retailing; seemed to take on lives of their own,
Industry Setting: Health care industry Supermarkets changing in the minds of many even
Company Size: large Length: 20p though management may think of them
Gross Revenues: $1 billion revenues as immutable. In this article, the authors
Subjects: Consumer marketing; Health; 500023 introduce the concept of a "brand
Market research; New product Title: Victory Supermarkets: Investment manifold" in order to bring out two
marketing; Pharmaceuticals; Product Strategy overlooked factors: first, that brands
development Author(s): Bell, David E.; Leamon, Ann have multiple dimensions depending on
Length: 23p Publication Date: 08/25/1999 who is valuing them, and second, that
Revision Date: 11/13/1999 those dimensions change in space and
883519 Product Type: Case (Field) time. Drawing on automotive industry
Title: Vicks Health Care Division: Abstract: Victory Supermakets, a small examples such as Maybach, Morgan,
Project Scorpio, Video family-owned chain in central and BMW's Mini, the authors
Author(s): Yip, George S.; Williams, Massachusetts, has embarked on a new demonstrate the importance of
Jeffrey R. store concept. Preliminary data from two managing a brand's evolution so that the
Publication Date: 05/31/1983 stores has arrived; should the company brand does not lose its roots in the past.
Product Type: Case Video continue with this format? Teaching They go on to highlight the importance of
Abstract: This videotape of Purpose: To introduce the students to understanding that brands have a life
commercials is for use in class with the retail finance. A rewritten version of an and meaning independent of what their
Vicks Health Care Division: Project earlier case. initiators intended--as embodied by the
Scorpio series. Must be used with: Geographic Setting: Massachusetts thriving user community around Apple
(582039) Vicks Health Care Division: Industry Setting: Grocery stores Computer's long-obsolete Newton
Project Scorpio (A); (582040) Vicks Number of Employees: 1,750 handheld and evident in the influence of
Health Care Division: Project Scorpio Gross Revenues: $250 million Harley-Davidson owners over many of
(B); (582041) Vicks Health Care revenues the company's strategic decisions.
Division: Project Scorpio (B1); Subjects: Competition; Decision Subjects: NO
(582042) Vicks Health Care Division: making; Expansion; Family owned SUBJECTS(KEYWORDS)
Project Scorpio (C). businesses; Financing; Investments; Length: 9p
Industry Setting: Pharmaceutical Marketing strategy; Retailing; Year New: 2007
industry Supermarkets
Subjects: Consumer marketing; Health; Length: 9p 607052
Market research; New product Title: Vipp A/S
Author(s): Austin, Robert D.; and uneven usage patterns. Contrary to Publication Date: 01/01/2000
Beyersdorfer, Daniela conventional industry wisdom, Schulman Product Type: Case (Field)
Publication Date: 12/19/2006 is convinced that he can build a Publisher: University of Hong Kong
Product Type: Case (Field) profitable business based on this Abstract: In February 1997, Xindeco
Abstract: Rapidly growing Vipp sells underrepresented target segment. The became the first Chinese technology
highly differentiated (and expensive) key is pricing. Schulman is currently company to list publicly. Buoyed by its
"designer" versions of a product that debating three pricing options: 1) successes, the ChinaVista site
most buyers think about in purely adopting a pricing structure that is attempted to expand and become a
functional terms: Trash bins. Examines roughly equivalent to the major carriers, "gateway," or niche portal, for
how the company successfully produces 2) adopting a similar pricing structure, international interest in China. With the
and positions a trash bin so that it is but with actual prices below the major basic ChinaVista site still garnering
regarded as an "art object" (and which carriers, or 3) coming up with a radically critical respect and foreign companies
has been displayed as such as the Paris different pricing structure. With respect approaching the site's developers for
Louvre). Though it is a tangible product, to the third option, Schulman is assistance in entering the China market,
a Vipp bin's price cannot be even considering various alternatives, a new business plan and a new site
remotely justified by its functional including a reliance on prepaid (as were created, which focused on
features; customers, rather, pay dearly opposed to post-paid) plans and the total aggregating members rather than (solely
for the intangible aspects of the product, elimination of contracts. Includes color concentrating on) information
which the firm works very hard to keep exhibits. resources--and thereby building loyalty.
integrated with the physical product. Geographic Setting: United States Their focus allowed the developers to
Deals with a range of issues confronting Industry Setting: Telephone industry realize the existence of a community
creative economy companies, such as Number of Employees: 200 peculiar to cyberspace, that of the
how to produce products with very Gross Revenues: $5.2 billion revenues "virtual foreign China-interested
important intangible components, how to Subjects: Market segmentation; Pricing; community"--a community dispersed
assure and manage the design integrity Pricing strategy; Telecommunications around the world but united by a
of a family of products, how far to extend Length: 19p common interest in the commercial
a brand, how to manage creative Supplementary Materials: Teaching development in China.
employees, and where to source Note, (504108), 20p, by Gail McGovern Geographic Setting: China
creative work. Year New: 2004 Industry Setting: IT industry
Geographic Setting: Denmark Subjects: China; Corporate strategy;
Industry Setting: Fashion industry 96204 Electronic commerce; Internet; Virtual
Number of Employees: 35 Title: Virtual Shopping: Breakthrough in communities
Gross Revenues: $50 million revenues Marketing Research Length: 21p
Event Year Start: 2006 Author(s): Burke, Raymond R. Supplementary Materials: Teaching
Event Year End: 2006 Publication Date: 03/01/1996 Note, (HKU074), 8p, by Ali F.
Subjects: NO Product Type: Harvard Business Farhoomand, Peter Lovelock
SUBJECTS(KEYWORDS) Review Article
Length: 23p Abstract: Corporate success depends 505S13
Year New: 2006 on breaking through the clutter of Title: Vistakon: 1 Day Acuvue
messages and products facing Disposable Contact Lenses, Spanish
F0705A consumers in the marketplace. But the Version
Title: Viral Marketing for the Real World more innovative the idea--whether it is a Author(s): Silk, Alvin J.; Isaacson,
Author(s): Watts, Duncan J.; Peretti, new product, package, price, or Bruce; Bell, Marie
Jonah promotion--the greater the risk. Publication Date: 03/05/1996
Publication Date: 05/01/2007 Traditional marketing research methods, Revision Date: 02/01/1999
Product Type: Harvard Business such as test markets, focus groups, Product Type: LACC Case
Review Article controlled field experiments, and even Abstract: Vistakon, an independent and
Abstract: By combining viral-marketing STMs, have limitations. Some are entrepreneurial subsidiary of Johnson &
tools with mass marketing, you can vulnerable to observation and Johnson, pioneered the production and
extend your reach at minimal cost. manipulation by competitors; others are marketing of disposable contact lenses
Subjects: NO contrived and unrealistic, too expensive, with the 1987 launch of Acuvue, the first
SUBJECTS(KEYWORDS) or simply incapable of providing the disposable extended-wear lens--a soft
Length: 4p information that managers need. But a contact lens that patients wear for a
Year New: 2007 new alternative--the virtual store--not period of less than two weeks and then
only addresses those limitations, it also abandon. By 1993, Acuvue was the
504028 broadens the horizons of marketing leading brand of soft contact lens in the
Title: Virgin Mobile USA: Pricing for the research. United States. In March 1994, Gary
Very First Time Subjects: Consumer marketing; Kunkle, president of Vistakon, was
Author(s): McGovern, Gail Information technology; Market presented with the test market results for
Publication Date: 09/08/2003 research; Simulation; Technology; Test an addition to the firm's product line, 1
Revision Date: 06/11/2007 markets Day Acuvue, the world's first daily
Product Type: Color Case Length: 12p disposable contact lens. The test market
Abstract: Dan Schulman, the CEO of results raised a number of strategic
Virgin Mobile USA, must develop a HKU073 issues relating to: 1) the positioning and
pricing strategy for a new wireless phone Title: VirtualChina.com: The Building of pricing of the new daily wear disposable
service targeted toward consumers in a Virtual Community product; 2) cannibalization of the firm's
their teens and twenties, many of whom Author(s): Farhoomand, Ali F.; existing extended-wear disposable lens;
are believed to have poor credit quality Lovelock, Peter and 3) the mix of push and pull
components required for the introductory implementation; Marketing mixes; Robert J.

marketing campaign to be effective in Marketing strategy; Product positioning Publication Date: 01/22/1991
generating and coordinating demand Length: 26p Product Type: Supplement (Field)
from both eye-care professionals and Abstract: Six months after the launch in
consumers. In deciding how to proceed, M279 the United States of Audi 5000, Audi
Kunkle must evaluate the risks Title: Voice Mail Around the World marketing executives and their
associated with commencing an Author(s): Montgomery, David B.; advertising agency must appraise the
immediate launch with an unproven Kapadia, Pranati introductory advertising for the car.
strategy as opposed to extending the Publication Date: 01/01/1995 Three alternative campaigns to replace
test market. Product Type: Case (Library) the current one are under consideration.
Geographic Setting: United States Publisher: Stanford University Must be used with: (591065)
Industry Setting: Health care industry Abstract: YRIX Communications Corp. Volkswagen of America: Audi 5000 (A).
Number of Employees: 2,500 is considering how to expand Industry Setting: Automotive industry
Gross Revenues: $300 million internationally in view of the maturation Subjects: Advertising campaigns;
revenues of the U.S. market. At issue is which Advertising strategy; Automobiles;
Subjects: Brands; Consumer goods; countries to enter and how to enter each Consumer marketing; New product
Market analysis; Marketing market. marketing
implementation; Marketing mixes; Geographic Setting: Global Length: 14p
Marketing strategy; Product positioning Industry Setting: Telecommunications
Length: 29p industry 593024
Year New: 2005 Subjects: International marketing; Title: Volvo and the Monster Mash
Market selection; Multinational Author(s): Greyser, Stephen A.;
596087 corporations; Technological change; Langford, Nancy
Title: Vistakon: 1 Day Acuvue Telecommunications Publication Date: 09/28/1992
Disposable Contact Lenses Length: 23p Revision Date: 09/30/1993
Author(s): Silk, Alvin J.; Isaacson, Supplementary Materials: Teaching Product Type: Case (Library)
Bruce; Bell, Marie Note, (M279T), 11p, by David B. Abstract: In 1990, Volvo and its
Publication Date: 03/05/1996 Montgomery, Pranati Kapadia advertising agency filmed a commercial
Revision Date: 02/01/1999 to illustrate the car's primary selling
Product Type: Case (Field) 591065 feature: safety. Safety had been the
Abstract: Vistakon, an independent and Title: Volkswagen of America: Audi foundation stone of the brand's U.S.
entrepreneurial subsidiary of Johnson & 5000 (A) positioning for many years. The result
Johnson, pioneered the production and Author(s): Greyser, Stephen A.; Kopp, was unexpected and damaging, arising
marketing of disposable contact lenses Robert J. from a contrived demonstration. Volvo,
with the 1987 launch of Acuvue, the first Publication Date: 01/22/1991 embarrassed, fired the agency. The
disposable extended-wear lens--a soft Product Type: Case (Field) following year a new commercial,
contact lens that patients wear for a Abstract: Audi marketing executives comparing Volvo's safety with that of
period of less than two weeks and then and their advertising agency colleagues mini-vans, became controversial.
abandon. By 1993, Acuvue was the must decide which of several advertising Illustrates how brand equity can be
leading brand of soft contact lens in the executions should be employed for the compromised and eroded.
United States. In March 1994, Gary introductory campaign for the Audi 5000, Geographic Setting: United States
Kunkle, president of Vistakon, was their new car entry scheduled to replace Industry Setting: Automotive industry
presented with the test market results for the Audi 100LS in the United States in Company Size: large
an addition to the firm's product line, 1 the fall of 1977. The positioning of the Subjects: Advertising campaigns;
Day Acuvue, the world's first daily 5000 focused on engineering and design Automobiles; Consumer marketing;
disposable contact lens. The test market superiority. Two alternative executions Ethics; Product positioning
results raised a number of strategic based on this strategy were being Length: 3p
issues relating to: 1) the positioning and considered. Background information is
pricing of the new daily wear disposable provided on Audi's German and U.S. HKU734
product; 2) cannibalization of the firm's marketing experiences, on competitive Title: WE Marketing Group: Building a
existing extended-wear disposable lens; car positionings in the United States, Global Marketing and Communication
and 3) the mix of push and pull and on the new campaigns. Company in China
components required for the introductory Geographic Setting: United States Author(s): Farhoomand, Ali; Hung,
marketing campaign to be effective in Industry Setting: Automotive industry Kineta; Loo, Grace
generating and coordinating demand Company Size: large Publication Date: 09/25/2007
from both eye-care professionals and Subjects: Advertising campaigns; Product Type: Case (Field)
consumers. In deciding how to proceed, Advertising strategy; Automobiles; Publisher: University of Hong Kong
Kunkle must evalute the risks associated Consumer marketing; New product Abstract: In 2005, a group of Hong
with commencing an immediate launch marketing Kong and mainland China-based
with an unproven strategy as opposed to Length: 18p executives from leading global
extending the test market. Supplementary Materials: Supplement advertising and marketing firms decided
Geographic Setting: United States (Field), (591066), 14p, by Stephen A. the Chinese advertising industry was
Industry Setting: Health care industry Greyser, Robert J. Kopp ripe for a new model So in October that
Number of Employees: 2,500 year, they quit their jobs to start the WE
Gross Revenues: $300 million Marketing Group. WE was the first to
591066
revenues offer a combination of deep local
Title: Volkswagen of America: Audi
Subjects: Brands; Consumer goods; understanding and expertise in
5000 (B)
Market analysis; Marketing international brand management. Based
Author(s): Greyser, Stephen A.; Kopp,
on these strengths, the company Abstract: In 1996, WESCO, a national Product Type: Case (Field)
boomed. They were offered more distributor of electrical equipment and Abstract: Whether to market a new
business than they could handle, and at supplies, charted out a growth of 6 to 8 aerosol spray deodorant product, and if
their first anniversary had managed to percent in sales, and 12 to 16 percent in so, how?
land numerous big accounts. At the profitability over the next five years. The Geographic Setting: New York, NY
same time, the executives were looking centerpiece of this growth strategy is the Industry Setting: Deodorant;
at the future. They were well aware that National Accounts (NA) program that Pharmaceutical industry
a number of social trends were poised to WESCO has developed to serve its Gross Revenues: $140 million
change the face of the industry]. Faced major industrial customers in response deodorant sales
with limited resources, WE executives to recent changes that they made to Event Year Start: 1965
had to make a choice. Should the firm their business processes. However, as Event Year End: 1965
continue to grow from its strengths and of June 1997, the NA program has not Subjects: Advertising; Consumer goods;
bolster its position in the more traditional delivered the expected results. WESCO Distribution channels; Marketing
advertising and marketing space? Or now needs to isolate the root cause of strategy; Pricing; Product introduction
should they sail into unchartered waters the NA program shortfall and implement Length: 33p
by entering into new fields? changes that will put this program back
Geographic Setting: China on track. It needs to decide whether to 503113
Industry Setting: Media; continue to be proactive in initiating, Title: WWF
Telecommunications industry building, and maintaining national Author(s): Quelch, John A.; Laidler,
Subjects: NO accounts, or to be passive and offer the Nathalie
SUBJECTS(KEYWORDS) NA program only after customers have Publication Date: 06/30/2003
Length: 13p shown a legitimate interest. Revision Date: 07/15/2004
Year New: 2008 Geographic Setting: United States Product Type: Case (Field)
Industry Setting: Electric power Abstract: WWF is the best known
503S50 Number of Employees: 500 environmental organization in the world.
Title: WESCO Distribution, Inc., Spanish Gross Revenues: $3 billion revenues This case explores the issues WWF
Version Subjects: Customer relations; currently faces and reviews the
Author(s): Narayandas, Das Distribution channels; Electric industries; organization's partnerships with the
Publication Date: 11/10/1997 Marketing strategy; Suppliers private sector. The protagonist, Paul
Revision Date: 02/09/1998 Length: 28p Steele, WWF's COO, must decide which
Product Type: LACC Case Supplementary Materials: Teaching of three potential private corporation
Abstract: In 1996, WESCO, a national Note, (598093), 21p, by Das partnerships best serves WWF's
distributor of electrical equipment and Narayandas interests.
supplies, charted out a growth of 6 to 8 Geographic Setting: Global
percent in sales, and 12 to 16 percent in BAB019 Number of Employees: 3,800
profitability over the next five years. The Title: WFNX-107.7 FM and Boston's Gross Revenues: $280 million
centerpiece of this growth strategy is the Radio Wars revenues
National Accounts (NA) program that Author(s): Kopp, Robert J.; Mindich, Subjects: Decision making; Nonprofit
WESCO has developed to serve its Bradley M. organizations; Partnerships
major industrial customers in response Publication Date: 09/15/1999 Length: 26p
to recent changes that they made to Product Type: Case (Field) Supplementary Materials: Teaching
their business processes. However, as Publisher: Babson College Note, (505017), 9p, by John A. Quelch
of June 1997, the NA program has not Abstract: WFNX, a small radio station, NEW
delivered the expected results. WESCO is growing and making waves. Larger
now needs to isolate the root cause of competitors have counterattacked and 503034
the NA program shortfall and implement cut into WFNX's audience. How should it Title: Wal-Mart Neighborhood Markets
changes that will put this program back respond? Which option should it Author(s): Bell, David E.; Li, Iris T.;
on track. It needs to decide whether to choose? Feiner, Jeffrey M.
continue to be proactive in initiating, Geographic Setting: United States Publication Date: 10/04/2002
building, and maintaining national Industry Setting: Radio Revision Date: 11/22/2003
accounts, or to be passive and offer the Number of Employees: 50 Product Type: Case (Field)
NA program only after customers have Gross Revenues: $6 million revenues Abstract: Wal-Mart has been growing at
shown a legitimate interest. Subjects: Broadcasting industry; 15% per year for the last 10 years. Can it
Geographic Setting: United States Competition; Market positioning; keep growing at that rate for the next 10
Industry Setting: Electric power Marketing management; Strategic years? CEO Lee Scott reflects on his
Number of Employees: 500 market planning; Strategy strategy for achieving such growth,
Gross Revenues: $3 billion revenues implementation relying on a combination of
Subjects: Customer relations; Length: 28p supercenters, neighborhood markets,
Distribution channels; Electric industries; Supplementary Materials: Teaching and international interest.
Marketing strategy; Suppliers Note, (BAB519), 25p, by Robert J. Kopp, Geographic Setting: United States
Length: 30p Bradley M. Mindich Industry Setting: Retail industry
598021 513159 Subjects: Brands; Growth strategy;
Title: WESCO Distribution, Inc. Title: WTS-Pharmacraft: Fresh Market analysis; Retailing
Author(s): Narayandas, Das Deodorant Length: 27p
Publication Date: 11/10/1997 Author(s): Salmon, Walter J.; Swift SPI Supplementary Materials: Teaching
Revision Date: 02/09/1998 Publication Date: 06/01/1967 Note, (503056), 5p, by David E. Bell
NEW Subjects: Computer industry; Data Gao, Jiangyong Lu, Hung Gay Fung,
processing; Distribution channels; Linda Suen
904A26 Industrial markets
Title: Walt Disney Internet Group Length: 25p 581160
Japan's Dimo Project Supplementary Materials: Teaching Title: Wards Co., Inc.
Author(s): Sugai, Philip Note, (588033), 46p, by Rowland T. Author(s): Salmon, Walter J.; Cannon-
Publication Date: 11/16/2004 Moriarty Jr., Ursula H. Moran Bonventre, Kristina
Publisher: Richard Ivey School of HKU759 Revision Date: 11/08/1993
Business/UWO Title: Wang's Fortune Tea from China: Product Type: Case (Field)
Abstract: The Walt Disney Internet Competing for a New Arena of the Abstract: A retailer of major appliances,
Group (WDIG) Japan has recently Beverage Market (A) audio and video equipment, and other
launched an entirely new set of Author(s): Gao, Gerald Yong; Lu, consumer electronics markets these
interactive mobile character/agents for Jiangyong; Fung, Hung Gay; Suen, products from a warehouse showroom.
the NTT DoCoMo iMode platform, called Linda Deals with issues of expansion into
Dimo. Having built Japan's most Publication Date: 06/06/2008 sunbelt cities of different sizes, and the
successful mobile entertainment Product Type: Case (Field) market potential therein.
business using traditional Disney- Publisher: University of Hong Kong Geographic Setting: Virginia; North
branded characters and related content, Abstract: Wang's Fortune Tea, Carolina; Alabama
these Dimo characters have been marketed as Wanglaoji in mainland Industry Setting: Retail industry
designed to go well beyond China and considered to be the founder Gross Revenues: $132 million sales
entertainment and become valuable of Chinese herbal tea, grew from a Subjects: Consumer goods; Expansion;
guides, assistants, and friends for users strong regional brand in China with Location of industry; Non-store retailing;
of the continuously evolving mobile limited national market penetration to Retailing; Strategic planning
Internet and the increasingly complex becoming China's top soft drink giant Length: 32p
tasks enabled by this platform. Although with 90% market share of the country's Supplementary Materials: Teaching
the WDIG Japan team feels strongly that herbal tea industry. This case explores Note, (592036), 7p, by Walter J. Salmon,
these types of character/agents will be how Wang's Fortune Tea became David Wylie
the future of human-device interactions, China's top selling herbal tea brand. The
subscription figures six months after case asks students to analyze the 593008
Dimo's launch suggest that Japan's company's growth strategies and to Title: Warner-Lambert Ireland: Niconil
mobile consumers may not share this consider if it can continue to sustain its Author(s): Quelch, John A.; Smith,
belief. competitive advantage while facing Susan P.
Geographic Setting: Japan intense competition from domestic and Publication Date: 01/18/1993
Industry Setting: Internet & online international companies. Revision Date: 11/05/1993
services industries Geographic Setting: China Product Type: Case (Field)
Event Year Start: 2004 Industry Setting: Beverage industry; Abstract: The marketing director of
Event Year End: 2004 Traditional Chinese medicine Warner-Lambert's Irish subsidiary is
Subjects: Brand management; Subjects: NO completing the marketing plan for the
Competitive advantage; Consumer SUBJECTS(KEYWORDS) launch of Niconil, a transdermal skin
behavior; Internet Length: 28p patch to facilitate smoking cessation.
Length: 28p Supplementary Materials: Supplement Geographic Setting: Ireland
Supplementary Materials: Teaching (Field), (HKU761), 17p, by Gerald Yong Industry Setting: Pharmaceutical
Note, (804A26), 8p, by Philip Sugai Gao, Jiangyong Lu, Hung Gay Fung, industry
Year New: 2005 Linda Suen; Teaching Note, (HKU760), Gross Revenues: $50 million revenues
10p, by Gerald Yong Gao, Jiangyong Lu, Subjects: Marketing planning; New
585046 Hung Gay Fung, Linda Suen product marketing; Pharmaceuticals;
Title: Wang Laboratories, Inc. Pricing; Product lines
Author(s): Moriarty, Rowland T., Jr.; HKU761 Length: 15p
Furey, Tim R. Title: Wang's Fortune Tea from China: Supplementary Materials: Teaching
Publication Date: 01/11/1985 Competing for a New Arena of the Note, (594062), 11p, by John A. Quelch
Revision Date: 09/11/1987 Beverage Market (B)
Product Type: Case (Field) Author(s): Gao, Gerald Yong; Lu, 580008
Abstract: Wang Laboratories is Jiangyong; Fung, Hung Gay; Suen, Title: Warner-Lambert Japan Ltd.:
considering using dealers and other Linda Schick Products Division
indirect channels to market its new PC. Publication Date: 06/10/2008 Author(s): Wiechmann, Ulrich E.
Traditionally it has relied on its 1,000 Product Type: Supplement (Field) Publication Date: 08/01/1979
person salesforce to market its products Publisher: University of Hong Kong Revision Date: 02/01/1981
directly. The vice president of marketing Abstract: Supplement to HKU759. Must Product Type: Case (Field)
must decide what new channels to use, be used with: (HKU759) Wang's Abstract: Management has to make a
how many, and how to minimize conflict Fortune Tea from China: Competing for set of complex decisions about the
between the direct and indirect a New Arena of the Beverage Market marketing plan for the coming year.
channels. (A). Competitive analysis plays an important
Geographic Setting: Massachusetts Subjects: NO part in this process. In addition, allows a
Industry Setting: Computer services SUBJECTS(KEYWORDS) comparison of the foreign market entry
industries Length: 17p strategies of three multinational
Company Size: Fortune 500 Supplementary Materials: Teaching competitors.
Gross Revenues: $1 billion sales Note, (HKU760), 10p, by Gerald Yong Geographic Setting: Japan
Industry Setting: Personal care 586011 Bonoma

products Title: Waters Chromatography Division:
Company Size: large U.S. Field Sales (A) 589051
Subjects: Competition; Consumer Author(s): Bonoma, Thomas V.; Title: Watt Group: Consumer Product
goods; International business; Spence, Shirley M. and Retailing Doctors (A)
International marketing; Japan; Market Publication Date: 08/19/1985 Author(s): Goldberg, Ray A.; Hance,
entry; Marketing strategy Revision Date: 12/04/1987 Chip
Length: 39p Product Type: Case (Field) Publication Date: 09/28/1988
Abstract: Provides background Revision Date: 11/29/1988
574039 information on the high performance Product Type: Case (Field)
Title: Warwick Co. liquid chromatography (HPLC) industry Abstract: The Watt Group is a design
Author(s): Corey, E. Raymond and the Waters Chromatography firm for consumer products packaging
Publication Date: 11/15/1973 Division, an operation engaged in the and supermarket layout and design. The
Product Type: Case (Field) development, manufacture and sale of purpose of the case is to illustrate the
Abstract: Involves timing the HPLC instrument systems and chemical power of "image" in food marketing and
introduction of a new type of electronic products. An overview of Waters' to show the changing dynamics between
circuit capacitor. marketing effort in general and consumer product manufacturers, food
Industry Setting: Electronic sales/service operations in particular retailers, and the consumer.
components provides a lead-in to the focus of the Geographic Setting: Canada; New
Subjects: Electronics; New product case: a diary-style account of a day in York
marketing; Product design; Product the field with Ray Burnett, a Waters field Industry Setting: Consumer products;
planning & policy sales representative. Includes Supermarkets
Length: 5p information on Ray's background and his Subjects: Agribusiness; Brands;
current supervisor, a general description Canada; Consumer goods; Packaging;
of Ray's job responsibilities, and a Supermarkets
586010
detailed account of one day's customer Length: 16p
Title: Waters Chromatography Division:
calls. Written for use in the Supplementary Materials: Supplement
Chemical Products
communication section of the first year (Field), (589052), 13p, by Ray A.
marketing course taught at HBS. The Goldberg, Chip Hance; Supplement
Spence, Shirley M.
primary teaching objective is to show (Field), (589053), 4p, by Ray A.
how one company executes the selling Goldberg, Chip Hance
function.
Abstract: The Division was world leader 589052
Company Size: mid-size
in high performance liquid Title: Watt Group: Consumer Product
chromatography (HPLC), a technique for and Retailing Doctors (B)
Subjects: High technology products;
analyzing and purifying fluids in a variety Author(s): Goldberg, Ray A.; Hance,
Marketing implementation; Sales
of customer applications. Waters Chip
management
developed, manufactured, and marketed Publication Date: 09/28/1988
Length: 18p
a family of instrument systems and a full Revision Date: 11/29/1988
line of chemical products needed for Product Type: Supplement (Field)
(Field), (586012), 2p, by Thomas V.
HPLC. Late in 1984, divisional president Abstract: Continuation of Watt Group:
Bonoma, Shirley M. Spence; Teaching
Bill Shippey is pleased with Waters' Consumer Product and Retailing Doctors
Note, (588029), 17p, by Thomas V.
projected 1984 sales of $142 million but (A). Must be used with: (589051) Watt
Bonoma
concerned that chemical products' sales Group: Consumer Product and Retailing
growth continues to lag instrument Doctors (A).
gains. Shippey must develop a plan, 586012 Geographic Setting: Canada
budget, and organization to produce the Title: Waters Chromatography Division: Industry Setting: Agribusiness;
desired chemical products results. U.S. Field Sales (B) Consumer products; Supermarkets
Provides background in HPLC Author(s): Bonoma, Thomas V.; Subjects: Agribusiness; Brands;
technology and industry dynamics; an Spence, Shirley M. Canada; Consumer goods; Packaging;
overview of Waters' product, customers, Publication Date: 08/19/1985 Supermarkets
and marketing organization; and a close Revision Date: 08/01/1987 Length: 13p
look at its chemical products business. Product Type: Supplement (Field)
Objective is to devise a business- Abstract: Presents a sequel to the (A)
589053
building plan for a product traditionally case, which features a diary-style
Title: Watt Group: Consumer Product
not perceived as a management priority. account of "a day in the field" with Ray
and Retailing Doctors (C)
Geographic Setting: Massachusetts Burnett, a field sales representative for
Author(s): Goldberg, Ray A.; Hance,
Company Size: mid-size Waters Chromatography Division. Must
Chip
Gross Revenues: $142 million sales be used with: (586011) Waters
Subjects: Budgeting; High technology Chromatography Division: U.S. Field
products; Marketing implementation; Sales (A).
Abstract: Continuation of Watt Group:
Marketing organization; Marketing Subjects: High technology products;
Consumer Product and Retailing Doctors
planning; Product management Marketing implementation; Sales
(B). Must be used with: (589051) Watt
Length: 15p management
Group: Consumer Product and Retailing
Doctors (A).
Note, (589081), 19p, by Thomas V. Supplementary Materials: Teaching
Geographic Setting: Canada
Bonoma Note, (588029), 17p, by Thomas V.
Industry Setting: Agribusiness;
Consumer products; Supermarkets
Subjects: Agribusiness; Brands; Review Article marketing brochures. Rachel knew she
Canada; Consumer goods; Packaging; Abstract: So far, Rachel Soltanoff's needed to start selling over the Web. But
Supermarkets instincts had been right. As CEO in this the e-commerce consultants she had
Length: 4p fictional case study, she had hired to set up her Web store were
successfully navigated TradeRite behind schedule, and their 21-year-old
99209Z Software's transition from a news service CEO had just resigned. Her product
Title: Web Site Blues (Commentary for for stockbrokers to a $70 million provider manager, Lisa Bandini, was working
HBR Case Study) of shrink-wrapped software geared overtime to transform TradeRite's entire
Author(s): Maruca, Regina Fazio; toward both brokers and the growing product line into Web-aware applications
Siegel, David; Carpenter, Candice; day-trader market. Now a well-financed to match Stocknet's, and Rachel had
Ticoll, David; Rayport, Jeffrey F. start-up, Stocknet.com, was testing a $2.5 million to launch them. But the
Publication Date: 03/01/1999 very competitive product that traders consultants said it would take $5 million
Product Type: Harvard Business could download directly over the Web. just to rent e-commerce capabilities. Ace
Review Article And TradeRite's Web site was nothing sales VP Brian Rockart thought the
Abstract: So far, Rachel Soltanoff's more than a collection of elaborate company had already wasted too much
instincts had been right. As CEO in this marketing brochures. Rachel knew she time and money--money from his
fictional case study, she had needed to start selling over the Web. But budget--on its Web site. Marketing VP
successfully navigated TradeRite the e-commerce consultants she had Rob Collins thought TradeRite should
Software's transition from a news service hired to set up her Web store were focus on its core stockbroker customers.
for stockbrokers to a $70 million provider behind schedule, and their 21-year-old Chief Technical Officer Joe Martinez
of shrink-wrapped software geared CEO had just resigned. Her product doesn't want to go ahead without a pilot
toward both brokers and the growing manager, Lisa Bandini, was working project. Should Rachel try to convince
day-trader market. Now a well-financed overtime to transform TradeRite's entire Brian, Rob, and the rest of the senior
start-up, Stocknet.com, was testing a product line into Web-aware applications management team that e-commerce is
very competitive product that traders to match Stocknet's, and Rachel had the way to go? May be used with:
could download directly over the Web. $2.5 million to launch them. But the (99209Z) Web Site Blues (Commentary
And TradeRite's Web site was nothing consultants said it would take $5 million for HBR Case Study).
more than a collection of elaborate just to rent e-commerce capabilities. Ace Subjects: NO
marketing brochures. Rachel knew she sales VP Brian Rockart thought the SUBJECTS(KEYWORDS)
needed to start selling over the Web. But company had already wasted too much Length: 4p
the e-commerce consultants she had time and money--money from his Year New: 2005
hired to set up her Web store were budget--on its Web site. Marketing VP
behind schedule, and their 21-year-old Rob Collins thought TradeRite should 500052
CEO had just resigned. Her product focus on its core stockbroker customers. Title: Webvan: Groceries on the
manager, Lisa Bandini, was working Chief Technical Officer Joe Martinez Internet
overtime to transform TradeRite's entire doesn't want to go ahead without a pilot Author(s): Deighton, John; Bakshi,
product line into Web-aware applications project. Should Rachel try to convince Kayla
to match Stocknet's, and Rachel had Brian, Rob, and the rest of the senior Publication Date: 11/17/1999
$2.5 million to launch them. But the management team that e-commerce is Revision Date: 03/25/2003
consultants said it would take $5 million the way to go? Four commentators offer Product Type: Case (Library)
just to rent e-commerce capabilities. Ace advice. Abstract: What are the prospects for
sales VP Brian Rockart thought the Subjects: Competition; Electronic grocery shopping on the Web? This case
company had already wasted too much commerce; HBR Case Discussions; invites a comparison of seven business
time and money--money from his Marketing implementation; Marketing models, with particular emphasis on
budget--on its Web site. Marketing VP management; Marketing strategy; World Webvan. Why does the investment
Rob Collins thought TradeRite should Wide Web community value Webvan at $7.8 billion
focus on its core stockbroker customers. Length: 8p after less than six months of operating
Chief Technical Officer Joe Martinez experience, and Peapod, which has had
doesn't want to go ahead without a pilot 99209X seven years to learn the ropes, at $200
project. Should Rachel try to convince Title: Web Site Blues (HBR Case Study) million? Explores online consumer-
Brian, Rob, and the rest of the senior Author(s): Maruca, Regina Fazio shopping behavior, the economics of
management team that e-commerce is Publication Date: 03/01/1999 online and offline grocery distribution,
the way to go? May be used with: Product Type: Harvard Business and the challenges of uniting a pure
(99209X) Web Site Blues (HBR Case Review Article information business with a mundane
Study). Abstract: So far, Rachel Soltanoff's package delivery service.
Subjects: NO instincts had been right. As CEO in this Geographic Setting: United States
SUBJECTS(KEYWORDS) fictional case study, she had Industry Setting: Grocery stores
Length: 8p successfully navigated TradeRite Number of Employees: 800
Year New: 2005 Software's transition from a news service Gross Revenues: $5 million revenues
for stockbrokers to a $70 million provider Subjects: Consumer marketing;
99209 of shrink-wrapped software geared Distribution; Electronic commerce;
Title: Web Site Blues (HBR Case Study toward both brokers and the growing Internet; Service management; Supply
and Commentary) day-trader market. Now a well-financed chain
Author(s): Maruca, Regina Fazio; start-up, Stocknet.com, was testing a Length: 17p
Siegel, David; Carpenter, Candice; very competitive product that traders Supplementary Materials: Teaching
Ticoll, David; Rayport, Jeffrey F. could download directly over the Web. Note, (503049), 6p, by John Deighton
Publication Date: 03/01/1999 And TradeRite's Web site was nothing BESTSELLER
Product Type: Harvard Business more than a collection of elaborate
599057 Publication Date: 12/16/1993 they're called, determine the right

Title: Wegmans Food Markets: Revision Date: 02/09/1994 quantity, allocation, and price of items to
Diabetes Counseling Product Type: Case (Field) maximize retailers' returns. By applying
Author(s): Goldberg, Ray A.; Bell, David Abstract: Wegmans is considered the sophisticated data processing
E.; Leamon, Ann "best" food retailer in the United States techniques to existing inventory and
Publication Date: 11/06/1998 by Fortune Magazine. The produce sales data, they accurately model future
Product Type: Case (Field) department has been a key patterns of supply and demand at the
Abstract: Danny Wegman, president of distinguishing feature of the store. The item and store level. In other words, they
Wegmans Food Markets, is trying to changes in the U.S. and global produce turn the art of merchandising into a
decide how to evaluate the success of a industry are forcing Wegmans to rethink science. Early users of the new software,
nutrition-counseling program for its role in the industry. Teaching such as Gymboree and J.C. Penney, are
diabetics, and whether and how to Purpose: The produce industry is an already reporting promising gains in
expand the program beyond the two excellent example of the revolution gross margins in the range of 5% to
stores currently involved. Wegmans, occurring in the food industry. Enables 10%. Retailers are also seeing
with 57 stores and $2.3 billion in students to evaluate changes in the significant increases in efficiency: At
revenues, implemented the program in produce industry. one chain, for instance, planners'
conjunction with a local hospital and a Geographic Setting: United States productivity rose 20%. Equally important,
disease-management company. Initially Industry Setting: Retail industry retailers are showing improvements in
intended to stem the erosion of Company Size: large customer satisfaction, as shoppers
pharmacy margins due to managed care Gross Revenues: $1.75 billion become more likely to find desired
plans, the program filled a genuine revenues merchandise in stock at fair prices. This
social need--diabetes can be Subjects: Supermarkets article provides retailers with a guide to
inexpensively controlled through diet if Length: 38p merchandising optimization systems,
caught early. In addition to discussing explaining how they work and how they
how the program has been established, 500010 change processes at each step of the
the case presents financials for the Title: Weight Watchers Mexico merchandising chain.
supermarket industry and Wegmans' Author(s): Arnold, David J.; Hart, Myra Industry Setting: Merchandising; Retail
competitors. The new role of M.; Harmeling, Susan S. industry
supermarkets in addressing disease, Publication Date: 10/01/1999 Subjects: Marketing strategy;
health, and preventive medical needs is Revision Date: 01/25/2000 Merchandising; Retailing; Software
also presented. May be used with: Product Type: Case (Field) Length: 7p
(599079) Note on the Drugstore Abstract: Weight Watchers must decide
Industry. how to react to the Mexican financial 513150
Geographic Setting: Syracuse, NY crisis. Options include exiting, reducing Title: Westinghouse Electric Corp.
Industry Setting: Grocery stores investment, or continuing previous Author(s): Sultan, Ralph G.M.; Moseley
Number of Employees: 25,000 operations. GB
Gross Revenues: $2.3 billion revenues Geographic Setting: Mexico Publication Date: 09/09/1969
Subjects: Food; Health; Marketing Industry Setting: Weight loss Revision Date: 10/24/1979
management; Retailing Number of Employees: 20,000 Product Type: Case (Field)
Length: 15p Gross Revenues: $5 million revenues Abstract: Personal selling of industrial
Supplementary Materials: Teaching Subjects: Franchising; International products to industrial customers.
Note, (599100), 3p, by David E. Bell; marketing; Mexico; Services Geographic Setting: Cincinnati, OH
Case Video, (599501), 4 min, by Length: 23p Industry Setting: Electronic
Wegmans components
R0110K Event Year Start: 1966
599501 Title: Welcome to the New World of Event Year End: 1966
Title: Wegmans Food Markets: Lehigh Merchandising Subjects: Electronics; Industrial
Valley Grand Opening, Video Author(s): Friend, Scott C.; Walker, markets; Marketing strategy; Personal
Author(s): Wegmans Patricia selling; Sales management
Publication Date: 06/01/1999 Publication Date: 11/01/2001 Length: 38p
Product Type: Case Video Product Type: Harvard Business
Abstract: Presents visual background of Review Article 587160
Wegmans grocery store. Gives viewers Abstract: Retailing is and always has Title: Westinghouse Electric Corp. (A)
a sense of how Wegmans presents been an inefficient business. Retailers, Author(s): Cespedes, Frank V.
itself. Must be used with: (599057) particularly those that operate large Publication Date: 05/13/1987
Wegmans Food Markets: Diabetes chains, have to predict the desires of Revision Date: 11/01/1994
Counseling. fickle consumers, buy and allocate Product Type: Case (Field)
Industry Setting: Food industry; Retail complex sets of merchandise, set the Abstract: In early 1986, the distribution
industry right prices, and offer the right manager of Westinghouse's Industries
Subjects: Food; Health; Marketing promotions for each individual item. Group (various electrical and electronics
management; Retailing Inevitably, there are gaps between product divisions) was reviewing
Length: 4 min supply and demand, leaving stores distribution policies. His major concern
List Price: $150.00 holding too much of what customers was whether the traditional strengths of
don't want and too little of what they do. Westinghouse Electric Supply Corp.
594082 Now, however, a new set of software (WESCO), Westinghouse's captive
Title: Wegmans and the Produce tools promises to revolutionize the entire distributor and the major channel for
Revolution merchandising chain. These many Industries Group product divisions,
Author(s): Goldberg, Ray A. merchandising optimization systems, as fit the short- and long-term objectives of
Industries' business units. He had also Abstract: Describes the port that are based on a common platform of
been asked to offer an evaluation of the privatization efforts in Malaysia and the consumer information, companies are
role and value of WESCO within the rationale behind it. The newly privatized demonstrating that they can effectively
corporation's business portfolio. The Westport, a container port, faced and efficiently drive consumer behavior
case reviews the history and formidable challenges from the through two-way communications.
performance of WESCO as well as neighboring Port of Singapore Authority Common underlying databases ensure
issues involved in managing relations (PSA), which at 10.8 TEU capacity in that each interaction is personalized,
among the captive distributor, the 1995 was the second largest in the world regardless of the channel through which
product division. and outside and much larger than Westport. The it occurs. And each interaction with the
independent distributors also used by management of Westport had to devise consumer builds the consumer database
the product divisions. May be used with a profitable strategy. Teaching Purpose: further, making future interactions even
Westinghouse Electric Corp. (B): To discuss the marketing and richer. The implications of the
Control House. management challenges of a large information revolution for the role of
Geographic Setting: United States infrastructure project. May be used with: brands in business are far-reaching.
Industry Setting: Electronics industry (599019) Westport: Spearheading Many of the strategic and tactical tasks
Company Size: Fortune 500 Malaysia's Economic Challenge (B). entrusted to brands can now be
Gross Revenues: $10 billion revenues Geographic Setting: Malaysia performed better, less expensively, and
Subjects: Distribution planning; Electric Industry Setting: Shipping industry more profitably at the level of consumer
industries; Marketing implementation; Subjects: Competition; International segments. And companies' brand-centric
Marketing organization; Sales marketing; Privatization; Southeast Asia; structures are not suited to marketing
organization; Sales strategy Transportation initiatives that are based on reaching
Length: 19p Length: 24p segments or individuals. Given this
Supplementary Materials: Teaching changed environment, the author calls
Note, (589012), 26p, by Frank V. 599019 on companies to rethink three core areas
Cespedes Title: Westport: Spearheading of brand management: the consumer
Malaysia's Economic Challenge (B) relationship, the channel relationship,
587161 Author(s): Rangan, V. Kasturi; and the organization of brand
Title: Westinghouse Electric Corp. (B): Machfoedy, Ambar management. He draws on detailed
Control House Publication Date: 07/13/1998 examples involving Kraft, Procter &
Author(s): Cespedes, Frank V. Product Type: Case (Field) Gamble, and Tesco.
Publication Date: 05/13/1987 Abstract: Describes the initial teething Subjects: Brand management;
Revision Date: 05/31/1989 troubles faced by Westport as it attempts Consumer behavior; Corporate strategy;
Product Type: Case (Field) to attract shipping lines to call on its Information technology; Marketing
Abstract: In 1984, the distribution newly developed container port strategy
manager for Westinghouse's Industries (especially cargo bound for Malaysia). Length: 9p
Group was reviewing a distribution Teaching Purpose: To highlight Year New: 2004
program for programmable controllers elements of competitive reactions. May
(PCs) and certain other industrial control be used with: (599018) Westport: F0604G
products manufactured by Spearheading Malaysia's Economic Title: What B2B Customers Really
Westinghouse. Under the new program, Challenge (A). Expect
the distribution manager would probably Geographic Setting: Malaysia Author(s): Kreindler, Philip; Rajguru,
be forced to choose between WESCO Industry Setting: Shipping industry Gopal
(Westinghouse's captive distributor) and Subjects: Competition; International Publication Date: 04/01/2006
independent distributors as the channel marketing; Privatization; Southeast Asia; Product Type: Harvard Business
for PC products in a given market area. Transportation Review Article
May be used with Westinghouse Electric Length: 5p Abstract: Companies aggressively
Corp. (A). research what customers want. Yet most
Geographic Setting: United States SMR151 vendors just don't understand what
Industry Setting: Electronics industry Title: What Are Brands Good For? customers expect of their salespeople.
Company Size: Fortune 500 Author(s): Dawar, Niraj Industry Setting: Financial industry;
Gross Revenues: $10 billion revenues Publication Date: 10/01/2004 Pharmaceutical industry; Software
Subjects: Distribution planning; Electric Product Type: SMR Article industry; Telecommunications industry
industries; Marketing implementation; Abstract: Brands are an indispensable Subjects: NO
Marketing organization; Sales part of modern business. That is true in SUBJECTS(KEYWORDS)
organization; Sales strategy large measure because of a brand's Length: 3p
Length: 13p remarkable efficiency in "aggregating" Year New: 2006
Supplementary Materials: Teaching consumers--reaching large numbers of
Note, (589012), 26p, by Frank V. people with a promise to deliver a clearly R0303B
Cespedes stated benefit that sets it apart from Title: What Becomes an Icon Most?
competitors. But the information Author(s): Holt, Douglas B.
599018 revolution is undermining the logic of Publication Date: 03/01/2003
Title: Westport: Spearheading aggregation, the very source of brand Product Type: Harvard Business
Malaysia's Economic Challenge (A) power. In fact, it is becoming evident that Review Article
Author(s): Rangan, V. Kasturi; in an information-rich environment, Abstract: Some brands become icons.
Machfoedy, Ambar consumer disaggregation is vastly more Think of Nike, Apple, Harley-Davidson.
Publication Date: 07/13/1998 efficient and profitable than aggregation. But they are not built according to the
Revision Date: 02/19/1999 Using customized publications, e-mail, principles of conventional marketing,
Product Type: Case (Field) direct mail, Web sites, and call centers says Harvard Business School
marketing professor Douglas Holt. Iconic to get into the game, that they don't Spanish Version
brands beat the competition not just by make the difference between a Author(s): Rangan, V. Kasturi;
delivering innovative benefits, services, successful high-tech venture and an Isaacson, Bruce
or technologies, but by forging a deep unsuccessful one. One factor that can Publication Date: 08/09/2002
connection with the culture. A brand make the difference, the authors argue, Product Type: LACC Note
becomes an icon when it offers a is brand management. The problem is, Abstract: Discusses the key
compelling myth. In America, the most most high-tech managers think of distinguishing aspects of industrial as
potent myths are depictions of rebels. branding only as an advertising compared to consumer marketing.
Mountain Dew has long offered a rebel campaign or a slogan. Developing and These differences are highlighted for
myth in ads showing exciting, vital men maintaining a strong brand in the fullest organizational as well as marketing mix
who are far from the ideological model of sense requires much more--it's aspects.
success. Loyal customers drink the conceiving of a promise of value for Subjects: Industrial markets; Marketing
beverage to consume the myth. But customers and then ensuring that the mixes; Organizational structure
Mountain Dew's greatest achievement is promise is kept. The Gateway Computer Length: 14p
that it has retained its iconic power by brand, for example, is a promise of
creating fresh rebel myths to suit the friendly service that's backed by efficient 592012
tensions of each era. Holt says help lines and effective order and Title: What Is Industrial Marketing?
marketers can learn from Mountain Dew service fulfillment. Building a powerful Author(s): Rangan, V. Kasturi;
and other iconic brands if they are willing brand requires fives steps. The first two Isaacson, Bruce
to move beyond conventional brand steps involve determining the tangible Publication Date: 08/07/1991
management. They must learn to target characteristics of the offerings that carry Revision Date: 09/23/1994
national contradictions instead of just the brand name and the benefits the Product Type: Note
consumer segments, create myths that customers accrue from those benefits. In Abstract: Discusses the key
make sense of confusing societal the remaining steps, high-tech managers distinguishing aspects of industrial as
changes, and speak with a rebel's voice. consider the psychological or emotional compared to consumer marketing.
Subjects: Brand management; Brands; benefits of the products; what "value" These differences are highlighted for
Marketing planning; Marketing strategy means to a typical loyal customer; and organizational as well as marketing mix
Length: 6p what, ultimately, is the essential nature aspects.
NEW and character of the brand over time. Subjects: Industrial markets; Marketing
Like the Apple brand--which has been mixes; Organizational structure
80305 consistently synonymous with easy-to- Length: 13p
Title: What Counts Most in Motivating use, reliable computers--and the IBM
Your Sales Force brand--which promises value built on its
579087
Author(s): Doyle, Stephen X.; Shapiro, long tradition of superior service and
Title: What Is Industrial Product Policy?
Benson P. support--a successful brand commands
Publication Date: 05/01/1980 enduring premium profits that can help a
Product Type: Harvard Business high-tech company get off the price-
Product Type: Note
Review Article performance roller coaster.
Abstract: Describes industrial product
Abstract: A study indicates four factors Industry Setting: Computer industry
policy.
which individually and in combination Subjects: Brands; Computer industry;
Subjects: Industrial markets; Product
greatly affect salesperson motivation: Customer retention; High technology;
planning & policy
the nature of the task; the personality, Marketing management; Marketing
Length: 27p
particularly the strength of the strategy
salesperson's need for achievement; Length: 11p
BESTSELLER F0604D
the type of compensation plan; and the
Title: What Is Luxury Without Variety?
quality of management. Why the four
Author(s): Pedraza, Milton; Bonabeau,
variables work together is unclear; they UV0431
Eric
do, however, continually impact each Title: What If ...?
other. Author(s): Frey, Sherwood C.
Subjects: Incentives; Motivation; Sales Publication Date: 10/30/1998
Review Article
compensation; Sales management; Product Type: Case (Field)
Abstract: Today's consumers crave
Transportation Abstract: This note develops a variety
variety. A new approach to providing
Length: 8p of approaches to sensitivity analysis
luxury gives the superaffluent access to
within the context of a promotional
a range of big-ticket items.
99411 decision regarding a consumer product.
Industry Setting: Real estate
Title: What High-Tech Managers Need Analyses include the development of
Subjects: NO
to Know About Brands optimistic/pessimistic scenarios, one-at-
SUBJECTS(KEYWORDS)
Author(s): Ward, Scott; Light, Larry; a-time sensitivity analysis with a
Length: 2p
Goldstine, Jonathan presentation in the format of a tornado
Year New: 2006
Publication Date: 07/01/1999 diagram, and threshold (break-even)
Product Type: Harvard Business values.
Subjects: NO 590007
Review Article
SUBJECTS(KEYWORDS) Title: What Is Marketing?
Abstract: What makes for success in
Length: 7p Author(s): Bonoma, Thomas V.; Kosnik,
high-tech markets? Many managers
Year New: 2007 Thomas J.
believe it's offering products with the
best performance at the lowest price.
Product Type: Note
Yet most would also acknowledge that 502S23
Abstract: An introductory note for MBA
price and performance are just the ante Title: What Is Industrial Marketing?,
students on the nature of marketing and communicate your company's signature it charged them as well.
topics encountered in its study. Defines experience--to the benefit of customers Subjects: NO
the topic then breaks marketing into two as well as to job candidates, who can SUBJECTS(KEYWORDS)
major conceptual pieces--the tools, tasks easily determine whether you offer the Length: 8 min
and variables of the marketer, and the kind of environment that excites them
marketing process. In the tools piece, and that will win their loyalty. 4827BC
promotion (advertising and selling Subjects: NO Title: What Is an Iconic Brand?
primarily), pricing, distribution, and SUBJECTS(KEYWORDS) Author(s): Holt, Douglas B.
product policy are considered. In the Length: 3p Publication Date: 09/15/2004
processes one, situation analysis, List Price: $4.50 Product Type: HBS Press Chapter
strategy formulation, planning, Year New: 2007 Abstract: Consumers flock to brands
organizing, budgeting, marketing that embody the ideals they admire,
implementation, and marketing R0811G brands that help them express who they
performance analysis are introduced. Title: What Is a Free Customer Worth? want be. The most successful of these
The intent is to give the beginning MBA Author(s): Gupta, Sunil; Mela, Carl F. brands become iconic brands. This
student an overview of both the Publication Date: 11/01/2008 chapter outlines several key axioms for
discipline and the major topics involved Product Type: Harvard Business building an iconic brand using a cultural
in its study. The organization proposed Review Article branding model--a departure from
captures in large measure the design of Abstract: Free customers who are conventional branding frameworks.
the First Year Marketing course at the subsidized by paying customers are Subjects: NO
Harvard Business School as well as the essential to a vast array of businesses, SUBJECTS(KEYWORDS)
organization of the book Marketing such as media companies, employment Length: 16p
Management by the authors of this note. services, and even IT providers. But List Price: $6.95
Subjects: Marketing management because they generate revenue only Year New: 2007
Length: 18p indirectly, figuring out the true value of
those customers--and how much 75207
4605 attention to devote to them--has always Title: What Makes Advertising Effective?
Title: What Is Marketing? (Paperback) been a challenge. Traditional customer- Author(s): Krugman HE
Author(s): School Press, Harvard valuation models don't help; they focus Publication Date: 03/01/1975
Business; Silk, Alvin J. exclusively on paying customers and Product Type: Harvard Business
Publication Date: 10/01/2006 largely ignore network effects, or how Review Article
Product Type: HBS Press Book customers help draw other customers to Abstract: The ingredients of a
Abstract: This book explores what a business. Now a new model, devised successful ad are: information; rational
marketing is and how an enterprise can by professors Gupta, of Harvard stimulus which provokes the consumer
differentiate itself from others in Business School, and Mela, of Fuqua to evaluate an ad; and emphasis,
attracting and retaining customers. The School of Business, takes into account particularly important for less important
book is organized according to the not only direct network effects (where products. Generally, first exposures
design of the first-year marketing course buyers attract more buyers or sellers catch consumers' attention. During
in the two-year MBA program at the more sellers) but also indirect network second exposures, consumers
Harvard Business School. Each chapter effects (where buyers attract more recognize, and perhaps identify with, the
of the book is written by HBS faculty and sellers or vice versa). The model product. However, all subsequent ads
used by MBA students in preparation for calculates the precise long-term impact serve only as reminders of the product
classroom participation. The book of each additional free customer on a and also signify the beginning of
consists of three parts: the analysis of company's profits, factoring in the withdrawal of the customer's attention.
marketing opportunities, the formulation degree to which he or she brings in other Researchers may determine the
of marketing strategy, and the execution customers--whether free or paying--and effective middle ground of advertising by
of that strategy. the ripple effect of those customers. The ascertaining adequate, excessive, and
Subjects: NO model helped an online auction house optimal exposure levels.
SUBJECTS(KEYWORDS) make several critical decisions. The Industry Setting: Advertising industry
Length: 224p business made its money on fees Subjects: Advertising; Advertising
List Price: $29.95 charged to sellers but recognized that its campaigns; Consumer behavior
Year New: 2006 free customers--its buyers--were Length: 8p
valuable, too. As competition heated up,
U0707C the company worried that it wasn't
64411
Title: What Is Your Company's wooing enough buyers. Using the model,
Title: What Makes a Good Salesman
Signature Experience? the business discovered that the network
Author(s): Mayer, David; Greenberg,
Author(s): Johnson, Lauren Keller effects of buyers were indeed large and
Herbert M.
Publication Date: 07/01/2007 that those customers were worth over
Product Type: Harvard Management $1,000 each--much more than had been
Update Article assumed. Armed with that information,
Review Article
Abstract: Your company's signature the firm increased its research on
Abstract: The results of a seven-year
experience is what you do especially buyers, invested more in targeting them
study regarding the reasons for high
well; it's the odd or unique process that with ads, and improved their experience.
turnover among sales agents and the
makes your company stand out in The model also helped the company
qualities necessary to sell successfully,
people's minds. The benefits of identify the effects of various pricing
reveal flaws in industry's methods for
identifying your signature experience strategies on sellers, showing that they
selecting top salesmen. The two
extend beyond customers. This article became less price-sensitive over time.
essential qualities of a good salesman
presents ways to clarify and As a result, the company raised the fees
are empathy and ego drive. Experience
is less important than a person's basic SMR298 because of more loyal purchasing
inner abilities. The success of training Title: What People Want (and How to behavior, research shows. But not all the
programs depends on the success of the Predict It) news is good. Glenmeadie's CFO says
selection process. Author(s): Davenport, Thomas H.; the marketing programs account for half
Subjects: Employee training; Personnel Harris, Jeanne G. the company's costs. Meanwhile,
selection; Sales management Publication Date: 01/01/2009 Glenmeadie's master distiller, Ellis
Length: 7p Product Type: Case (Field) Cameron, resents the fact that, with so
Abstract: Historically, neither the much money going toward enhancing
R0607N creators nor the distributors of cultural customer relations, there isn't enough
Title: What Makes a Good Salesman products such as books or movies have left for his R&D efforts. In a meeting with
(HBR Classic) used analytics--data, statistics, Bob, he launches into a tirade about
Author(s): Mayer, David; Greenberg, predictive modeling--to determine the priorities. "There's an old expression,"
Herbert M. likely success of their offerings. Instead, Ellis says, "Build a better mousetrap,
Publication Date: 07/01/2006 companies relied on the brilliance of and the world will beat a path to your
Product Type: Harvard Business tastemakers to predict and shape what door." Glenmeadie, he says, is
Review Article people would buy. Creative judgment neglecting the customer's basic need,
Abstract: Despite millions of dollars and expertise will always play a vital role "We've given up on redesigning his
spent on combating the high turnover in the creation, shaping and marketing of mousetrap and are trying to trap him
rate among insurance agents, the rate-- cultural products. But the balance instead!" May be used with: (R0610X)
approximately 50% within the first year between art and science is shifting. What Serves the Customer Best? (HBR
and 80% within the first three years--had Today companies have unprecedented Case Study).
remained steady for the more than 35 access to data and sophisticated Subjects: NO
years preceding the publication of David technology that allows even the best- SUBJECTS(KEYWORDS)
Mayer and Herbert M. Greenberg's 1964 known experts to weigh factors and Length: 5p
article. The authors devoted seven years consider evidence that was unobtainable Year New: 2006
of research to studying the problem of just a few years ago. And with increased
the ineffectiveness of large numbers of cost and risk associated with the R0610A
salespeople. They discovered flaws in creation of cultural products, it has never Title: What Serves the Customer Best?
the established methods of selection and been more important to get these (HBR Case Study and Commentary)
revealed the two basic qualities that any decisions right. In this article, the authors Author(s): Nunes, Paul F.; Driggs,
good salesperson must have: empathy describe the results of a study of Woodruff W.; Herman, David; Rayport,
and ego drive. Empathy, in this context, prediction and recommendation efforts Jeffrey F.; Dull, Stephen; Scafido, Joe
is the central ability to feel as other for a variety of cultural products. They Publication Date: 10/01/2006
people do to sell them a product or discuss different approaches used to Product Type: Harvard Business
service; a buyer who senses a make predictions, the contexts in which Review Article
salesperson's empathy will provide him these predictions are applied and the Abstract: As president of Scotch whisky
with valuable feedback, which will in turn barriers to more extensive use, including maker Glenmeadie, Bob Littlefield is
facilitate the sale. The authors define the the problem of decision making pre- pleased to see the results of his CMO's
second of the two qualities, ego drive, as creation. They then discuss two aspects recent marketing initiatives. There are
the personal desire and need to make of the prediction market. First, the need new interactive capabilities on the
the sale--not because of the money to for better prediction for distributors of company's Web site, a product
be gained but because the salesperson cultural products, and second, the information call center, and numerous
feels he has to. For sales reps with potential for business models around other customer interfaces designed to
strong ego drives, every sale is a prediction techniques. deepen consumers' connection to the
conquest that dramatically improves Subjects: NO brand. Thanks to these front-end
their self-perception. In the dynamic SUBJECTS(KEYWORDS) innovations, sales are up--and largely
relationship between empathy and ego Length: 11p because of more loyal purchasing
drive, each must work to reinforce the behavior, research shows. But not all the
other. Why did the executives that Mayer R0610Z news is good. Glenmeadie's CFO says
and Greenberg studied continue to hire Title: What Serves the Customer Best? the marketing programs account for half
salespeople who did not have the ability (Commentary for HBR Case Study) the company's costs. Meanwhile,
to perform well? The companies were Author(s): Nunes, Paul F.; Driggs, Glenmeadie's master distiller, Ellis
hindered in the preselection process by Woodruff W.; Herman, David; Rayport, Cameron, resents the fact that, with so
flaws in the prevailing forms of aptitude Jeffrey F.; Dull, Stephen; Scafido, Joe much money going toward enhancing
testing. Test takers could easily give Publication Date: 10/01/2006 customer relations, there isn't enough
answers they knew the test givers Product Type: Harvard Business left for his R&D efforts. In a meeting with
wanted to hear, in part because the tests Review Article Bob, he launches into a tirade about
sought to identify particular Abstract: As president of Scotch whisky priorities. "There's an old expression,"
psychological traits rather than the maker Glenmeadie, Bob Littlefield is Ellis says, "Build a better mousetrap,
personality type most capable of selling. pleased to see the results of his CMO's and the world will beat a path to your
Industry Setting: Automotive industry; recent marketing initiatives. There are door." Glenmeadie, he says, is
Insurance industry; Mutual fund new interactive capabilities on the neglecting the customer's basic need,
Subjects: NO company's Web site, a product "We've given up on redesigning his
SUBJECTS(KEYWORDS) information call center, and numerous mousetrap and are trying to trap him
Length: 10p other customer interfaces designed to instead!"
Year New: 2006 deepen consumers' connection to the Industry Setting: Alcohol industry
brand. Thanks to these front-end Subjects: NO
innovations, sales are up--and largely SUBJECTS(KEYWORDS)
Length: 10p selection; Marketing management; Year New: 2008

Year New: 2006 Marketing strategy
Length: 6p U0207C
R0610X Title: What's the Cure for Customer
Title: What Serves the Customer Best? 588005 Fatigue?
(HBR Case Study) Title: What the Hell Is "Market- Author(s): Sandberg, Kirsten D.
Author(s): Nunes, Paul F.; Driggs, Oriented?" Publication Date: 07/01/2002
Woodruff W. Author(s): Shapiro, Benson P. Product Type: Harvard Management
Publication Date: 10/01/2006 Publication Date: 08/26/1987 Update Article
Product Type: Harvard Business Product Type: Note Abstract: The attempt to interact one-
Review Article Abstract: Explains the concept of on-one with customers through customer
Abstract: As president of Scotch whisky market orientation in a new relationship management software
maker Glenmeadie, Bob Littlefield is unconventional way. It helps the reader seemed like a good idea, but customers
pleased to see the results of his CMO's to understand that market orientation is continue to be sick and tired of irrelevant
recent marketing initiatives. There are a process with distinct characteristics products, the barrage of marketing
new interactive capabilities on the and much more than "being or getting messages, and broken promises. What's
company's Web site, a product close to the customer." Stresses data the cure for lack of customer loyalty? Try
information call center, and numerous gathering, the nature of the decision changing your company's approach,
other customer interfaces designed to making process, and implementation. instead of changing your customers. The
deepen consumers' connection to the Withdrawn - Use (88610). ideas in this article are based on a panel
brand. Thanks to these front-end Subjects: Customer relations; discussion that took place this past May
innovations, sales are up--and largely Interdepartmental relations; at the Burning Questions 2002
because of more loyal purchasing Management philosophy; Market conference, a gathering of leading
behavior, research shows. But not all the selection; Marketing management; practitioners and management experts,
news is good. Glenmeadie's CFO says Marketing strategy sponsored by Harvard Business School
the marketing programs account for half Length: 7p Publishing. The customer panelists were
the company's costs. Meanwhile, Stephen Brown, Mike Dolan, James
Glenmeadie's master distiller, Ellis SMR277 Gilmore, and Jerry Michalski.
Cameron, resents the fact that, with so Title: What the Media Is Really Telling Subjects: Consumer behavior;
much money going toward enhancing You About Your Brand Customer relations; Customer retention;
customer relations, there isn't enough Author(s): Dowling, Grahame R.; Customer service; Marketing strategy;
left for his R&D efforts. In a meeting with Weeks, Warren Organizational behavior
Bob, he launches into a tirade about Publication Date: 04/01/2008 Length: 3p
priorities. "There's an old expression," Product Type: Case (Field) List Price: $4.50
Ellis says, "Build a better mousetrap, Abstract: Media coverage is a key
and the world will beat a path to your factor in creating a company's BH220
door." Glenmeadie, he says, is reputation, which has been shown to Title: When Customers Get Clever:
neglecting the customer's basic need, influence both operational and financial Managerial Approaches to Dealing With
"We've given up on redesigning his performance. Scorecard rankings are a Creative Consumers
mousetrap and are trying to trap him popular form of determining corporate Author(s): Berthon, Pierre R.; Pitt,
instead!" May be used with: (R0610Z) reputations vis-a-vis competitors, yet Leyland F.; McCarthy, Ian; Kates,
What Serves the Customer Best? many executives justifiably consider Steven M
(Commentary for HBR Case Study). opinion-poll-style scorecards to be little Publication Date: 01/15/2007
Industry Setting: Alcohol industry more than beauty contests. This article Product Type: Business Horizons
Subjects: NO discusses two techniques for assessing Article
SUBJECTS(KEYWORDS) media coverage in a way that can inform Publisher: Business Horizons/Indiana
Length: 6p management action: profiling media University
Year New: 2006 communication about a company's Abstract: Creative consumers (defined
actions and its products and services, as customers who adapt, modify, or
88610 and then examining the various facets of transform a proprietary offering)
Title: What the Hell Is "Market an organization's media reputation represent an intriguing paradox for
Oriented?" profile. Media profiling is an analysis of business. On one hand, they can signify
Author(s): Shapiro, Benson P. the specific words and phrases that a black hole for future revenue, with
Publication Date: 11/01/1988 people and journalists use to describe breach of copyright and intellectual
Product Type: Harvard Business and evaluate a company. The authors property. On the other hand, they
Review Article illustrate the use of media profiling represent a gold mine of ideas and
Abstract: This article explains the results in three exhibits that visually business opportunities. Central to
concept of market orientation in a new reflect important aspects of corporate business is the need to create and
unconventional way. It helps the reader reputation at a glance: "media salience," capture value, and creative consumers
to understand that market orientation is which shows the prominence of a demand a shift in the mindsets and
a process with distinct characteristics company's media image, and "media business models of how firms
and much more than "being or getting tone" and "coverage breakout," which accomplish both. Based upon their
close to the customer." It stresses data outline different aspects of company attitude and action toward customer
gathering, the nature of the decision reputation. Copyright Holder: MIT Sloan innovation, we develop a typology of
making process, and implementation. Management Review firms' stances toward creative
Subjects: Customer relations; Subjects: NO consumers. We then consider the
Interdepartmental relations; SUBJECTS(KEYWORDS) implications of the stances model for
Management philosophy; Market Length: 9p corporate strategy and examine a three-
step approach to dealing with creative Length: 2p Product Type: Harvard Business
consumers: awareness, analysis, and List Price: $4.50 Review Article
response. Abstract: A survey of the corporate
Subjects: NO C0202E advertising expenditures of the Fortune
SUBJECTS(KEYWORDS) Title: When One Style Does Not Fit All "500" industrial companies and "250"
Length: 9p Author(s): Clayton, John nonindustrial companies provides the
Year New: 2007 Publication Date: 02/01/2002 basis for this discussion concerning
Product Type: Harvard Management which companies and industries use
93608 Communication Letter Article corporate advertising, why they do so,
Title: When New Products and Abstract: Writing teacher John Clayton and under what conditions it's beneficial.
Customer Loyalty Collide explains the importance of Corporate advertising was formerly
Author(s): Maruca, Regina Fazio; understanding the genre in which you called issue or advocacy advertising and
Halliday, Amy L. are writing. refers to promotion of the company as a
Publication Date: 11/01/1993 Subjects: Management communication whole rather than one of its product lines
Product Type: Harvard Business Length: 3p or businesses.
Review Article List Price: $4.50 Industry Setting: Advertising industry
Abstract: In this fictional case study, Subjects: Advertising; Advertising
Henry Carson had thought it was time strategy; Public relations
F0807D
for his company, Pacer Athletic Shoes, Length: 7p
Title: When Virtue Is a Vice
to upgrade its standard offerings for the Author(s): Keinan, Anat; Kivetz, Ran
serious runner and expand into walking Publication Date: 07/01/2008 C0112B
shoes. But after investing considerable Product Type: Harvard Business Title: When to Ignore Your Readers
resources in the effort, he's having Review Article Author(s): Clayton, John
second thoughts: the returns so far Abstract: Choosing duty over pleasure Publication Date: 12/01/2001
aren't good; old customers seem today can cause regret down the road-- Product Type: Harvard Management
confused or, worse, annoyed; Pacer whereas regret over the reverse is Communication Letter Article
doesn't seem to be attracting new fleeting. Marketers of luxury products Abstract: "Know your audience" is one
customers, despite a flashy marketing and services should consider prompting of the basic tenets of good business
campaign; and the company has had customers to predict their future feelings writing. It's good advice--knowing whom
trouble getting its manufacturing up to about choices made now. you're writing to will help you hone your
speed. Industry statistics, along with a Subjects: NO message so that the right people get the
customer profile, seemed to indicate that SUBJECTS(KEYWORDS) right information. But there are times
Pacer was vulnerable to attacks from Length: 3p when focusing on your audience can
much larger competitors. As far as Year New: 2007 derail your writing. This article details
Henry could determine, the company five instances in which you'd be better
had been left with no choice. It had to off downplaying that classic advice:
C0201A
upgrade its offerings and build a When you're really writing to multiple
Title: When Words Matter Most
following in the broader market so that if audiences, unwittingly thinking of a past
Author(s): Morgan, Nick
the industry giants did attack his niche, audience (such as your high school
Pacer could survive. Henry thought he English teacher), patronizing your
had taken steps to give Pacer staying readers, sacrificing your personal writing
Communication Letter Article
power. Now he wonders what went style for the sake of the audience, and
Abstract: In the wake of the terrorist
wrong. Five experts offer their views on when the formula for the document
attacks on September 11, 2001, the
Pacer's current options. you're writing threatens to take over your
world sought both to make sense of the
Industry Setting: Footwear industry independent thinking.
tragedy and to find a way to move
Subjects: Footwear; HBR Case Subjects: Management communication
forward. The speeches from American
Discussions; Marketing strategy; Product Length: 2p
President George W. Bush and British
lines; Product planning & policy List Price: $4.50
Prime Minister Tony Blair in the days
Length: 7p
immediately following the attacks
communicate both emotional support 75303
C0203E and a call to action. Both speeches Title: When, Where, and How to Test
Title: When Not to Speak Up in Public serve as strong examples for business Market
Author(s): Morgan, Nick leaders in difficult times who struggle to Author(s): Cadbury, N.D.
Publication Date: 03/01/2002 reassure employees, customers, and Publication Date: 05/01/1975
Product Type: Harvard Management shareholders while setting the tone for Product Type: Harvard Business
Communication Letter Article the work that lies ahead. This article Review Article
Abstract: It's a common myth that more analyzes both speeches and gives Abstract: Test marketing has proper
communication is always better than advice on how to achieve the right uses and serious limitations. It provides
less. It isn't. And sometimes your combination of rhetoric and action. a measure of sales performance and the
message stands a better chance of Subjects: Leadership opportunity to identify and correct any
being heard if you're not the one who Length: 3p weaknesses in the product or in the
delivers it. Here are some guidelines for List Price: $4.50 marketing plan. It is, however, costly and
determining when it's best to keep it laborious. Four factors to weigh in
brief, just keep mum, or keep out of the determining the efficacy of test
82204
spotlight altogether. Accompanying the marketing are: the cost and risk of
Title: When to Advertise Your Company
article is a sidebar about how to get a product failure against the profit and
Author(s): Garbett TF
presentation off to a good start. probability of success; the difference in
Subjects: Management communication scale of investment between a test and a
national launch; the likelihood of being Koen; Hanssens, Dominique; Dekimpe, 595011
copied and preempted by the Marnik Title: Why Bad Things Happen to Good
competition; and the costs in money Publication Date: 09/01/2002 Companies
and reputation of a product failure. Product Type: Harvard Business Author(s): Shapiro, Benson P.; Tedlow,
Subjects: Market research; Marketing Review Article Richard S.; Slywotzky, Adrian J.
strategy; Product introduction; Test Abstract: A temporary discount can Publication Date: 07/20/1994
markets generate a lot of customer excitement, Product Type: Note
Length: 8p but the revenue effects can be short Abstract: Describes why previously
lived. Price promotions commonly successful companies have performance
F0805A increase manufacturer revenue and problems. Considers changes in the
Title: Where Is Advertising Going? Into depress retailer revenue in the short marketplace, internal organizational
'Stitials term but have no persistent effect. calcification, and failures of leadership.
Author(s): Rayport, Jeffrey F. Promotions are tactical, not strategic, Teaching Purpose: To help readers
Publication Date: 05/01/2008 and they need to be managed that way. understand why sustaining success is so
Product Type: Harvard Business Subjects: Marketing strategy; Pricing; difficult. May be used with Stop Bad
Review Article Pricing strategy Things from Happening to Your
Abstract: It's high time to shift our focus Length: 2p Company. Withdrawn - Use (9-595-045).
from the "avails" in media content to Subjects: Leadership; Management of
those in consumers' lives--that is, where, 586021 change; Market analysis; Organizational
when, and how people might be Title: Wholesale Club Industry change; Strategy formulation
receptive to relevant commercial Author(s): Salmon, Walter J.; Dew, Length: 20p
messages. Marci K.
Industry Setting: Advertising industry; Publication Date: 07/18/1985 595045
PR agency Revision Date: 03/13/1990 Title: Why Bad Things Happen to Good
Subjects: NO Product Type: Case (Library) Companies
SUBJECTS(KEYWORDS) Abstract: Examines the consumer Author(s): Shapiro, Benson P.; Tedlow,
Length: 4p appeal of wholesale and warehouse Richard S.; Slywotzky, Adrian J.
Year New: 2007 clubs, and asks the student to analyze Publication Date: 11/29/1994
their evolution and their future. Product Type: Note
HKU414 Geographic Setting: United States Abstract: Describes the Darwinian
Title: Whirlpool's Roadmap in China: Industry Setting: Retail industry internal and external processes that lead
2004 Company Size: large to poor performance from a previously
Author(s): Pan, Yigang; Yang, Thomas Gross Revenues: $4 billion revenues well performing company. Demonstrates
Leyu; Sethi, Kavita Subjects: Financial analysis; why any business design eventually fails
Publication Date: 10/10/2005 Forecasting; Market analysis; Non-store and the role of organizational
Product Type: Case (Field) retailing; Retailing calcification and poor leadership in the
Publisher: University of Hong Kong Length: 30p failure. Also provides prescriptions to
Abstract: Details Whirlpool's initial years Supplementary Materials: Teaching prevent and alleviate the problems.
in China and illustrates the problems that Note, (592061), 5p, by Walter J. Salmon, Subjects: Leadership; Management of
a global industry leader can face while David Wylie change; Market analysis; Organizational
entering a new, developing market like change; Strategy formulation
China. Although it is relatively easy to 594035 Length: 14p
gain access to the larger cities, there are Title: Wholesale Club Industry
many barriers associated with Author(s): Salmon, Walter J.; Kennedy, 504056
establishing a brand presence and Paul Title: Why Consumers Don't Buy: The
gaining a foothold in the lesser Publication Date: 09/10/1993 Psychology of New Product Adoption
developed regions of China. Allows Revision Date: 06/19/1995 Author(s): Gourville, John T.
students to examine how Whirlpool Product Type: Case (Library) Publication Date: 11/25/2003
should reposition itself in China, Abstract: The wholesale club industry Revision Date: 04/05/2004
investigating specifically whether experienced rapid growth in the 1980s. Product Type: Note
Whirlpool China should concentrate on By 1993 there were signs that the Abstract: Looks at the consumer
selling or sourcing in the future. industry was maturing and perhaps psychology of new product adoption.
Geographic Setting: China facing a shakeout. This case provides Identifies a key reason why consumers
Industry Setting: Appliance industry comprehensive data to permit an do not adopt innovations as quickly as
Event Year Start: 2004 analysis of the viability and likely developers think they should--an
Event Year End: 2004 direction of the industry. irrational resistance to behavioral
Subjects: NO Geographic Setting: United States change. Identifies strategies for firms to
SUBJECTS(KEYWORDS) Industry Setting: Retail industry manage and overcome this resistance.
Length: 19p Company Size: large May be used with: (504068) Why
Supplementary Materials: Teaching Subjects: Distribution channels; Developers Don't Understand Why
Note, (HKU415), 8p, by Yigang Pan, Financial analysis; Forecasting; Industry Consumers Don't Buy.
Kavita Sethi analysis; Market analysis; Retailing; Subjects: Consumer behavior;
Year New: 2006 Supermarkets Innovation; New product marketing
F0209C Supplementary Materials: Teaching Year New: 2005
Title: Who Benefits from Price Note, (594043), 7p, by David E. Bell
Promotions? U9707D
Author(s): Srinivasan, Shuba; Pauwels, Title: Why Focus Is Vital...and How to
Achieve It Successful products must offer behavior, the message must capture the
Author(s): Biolos, Jim significant price or performance imagination of the recipient, as well as
Publication Date: 07/01/1997 advantage, be significantly different from be clearly targeted. Moreover, achieving
Product Type: Harvard Management existing brands, or offer a new, untried fit between a campaign and the featured
Update Article idea. Marketers consistently lack emotions is important, as this ensures an
Abstract: Of the thousands of new objectivity; they fail to resist internally increased chance of forwarding. In
products introduced annually, only 10% generated prejudices that pollute their addition to relaying these and other
remain viable after two years. The perspective. findings, shares and discusses the
reason for this low number is that many Subjects: Brands; Consumer marketing; managerial implications of using different
companies lose their strategic focus and Product introduction; Product planning & emotions in viral marketing campaigns.
unwisely divert resources away from policy Finally, culture is recognized as an
their core competencies. By asking four Length: 6p influencer.
simple questions about the state of your Industry Setting: IT industry
brand, you can determine whether your U0705D Subjects: NO
company has shied away from its Title: Why PR Matters--and What It Can SUBJECTS(KEYWORDS)
strategic focus and what steps you can Do for You Length: 14p
take to restore it. Author(s): Sullivan, Kevin L. Year New: 2007
Subjects: Brands; Product Publication Date: 05/01/2007
development; Product introduction; Product Type: Harvard Management 95606
Product management; Product portfolio Update Article Title: Why Satisfied Customers Defect
management Abstract: Public relations--done right--is Author(s): Jones, Thomas O.; Sasser,
Length: 2p an exchange in which both parties W. Earl, Jr.
List Price: $4.50 benefit, says Kevin L. Sullivan, chief Publication Date: 11/01/1995
marketing officer of Fisher & Phillips Product Type: Harvard Business
CMR043 LLP, an Atlanta-based law firm. In this Review Article
Title: Why Improving Quality Doesn't article, Sullivan describes three ways Abstract: Most managers rejoice if the
Improve Quality (Or Whatever that public relations can create value for majority of customers that respond to
Happened to Marketing?) your organization--and make the dollars customer-satisfaction surveys say they
Author(s): Kordupleski, Raymond E.; you spend on advertising later that much are satisfied. But some of those
Rust, Roland T.; Zahorik, Anthony J. more effective. managers may have a big problem.
Publication Date: 04/01/1993 Subjects: NO When most customers are saying they
Product Type: CMR Article SUBJECTS(KEYWORDS) are satisfied but not completely satisfied,
Publisher: California Management Length: 4p they are saying that they are unhappy
Review List Price: $4.50 with some aspect of the product or
Abstract: Too often, quality programs Year New: 2007 service. If they have the opportunity,
fail to improve quality because they they will defect. Companies that excel in
concentrate on internal processes that BH239 satisfying customers excel both in
do not affect the customer. This is at Title: Why Pass on Viral Messages? listening to customers and in interpreting
least partially due to the alienation of Because They Connect Emotionally what customers with different levels of
marketing from the quality movement, a Author(s): Dobele, Angela; Lindgreen, satisfaction are telling them. May be
situation for which both sides are Adam; Beverland, Michael; Vanhamme, used with: (395065) British Airways:
partially at fault. Ideally, marketing Joelle; van Wijk, Robert Using Information Systems to Better
should serve as the eyes and ears of the Publication Date: 07/01/2007 Serve the Customer; (395064) Ritz-
organization, linking the external Product Type: Business Horizons Carlton: Using Information Systems to
customer to managerial processes. One Article Better Serve the Customer.
way to do this is to organize the Publisher: Business Horizons/Indiana Subjects: Customer relations; Customer
collection of customer satisfaction University retention; Market research; Marketing
measures around the managerial Abstract: Postulates that successful strategy; Polls & surveys
processes themselves. This forms a viral marketing campaigns trigger an Length: 12p
natural bridge from the customer to emotional response in recipients. BESTSELLER
management and allows management to Working under this premise, examines
track the impact of quality improvements the effects of viral messages containing 6838
all the way from internal process the six primary emotions (surprise, joy, Title: Why Satisfied Customers Defect
measures to overall customer sadness, anger, fear, and disgust) on (HBR OnPoint Enhanced Edition)
satisfaction and market share. recipients' emotional responses to viral Author(s): Jones, Thomas O.; Sasser,
Subjects: Customer relations; Marketing marketing campaigns and subsequent W. Earl, Jr.
strategy; Total quality forwarding behavior. According to Publication Date: 06/01/2001
Length: 14p findings, in order to be effective, viral Product Type: HBR OnPoint Article
messages need to contain the element Abstract: Most managers rejoice if the
76202 of surprise. By itself, however, surprise majority of customers that respond to
Title: Why Most New Consumer Brands is not enough to guarantee message customer-satisfaction surveys say they
Fail success; therefore, it must be combined are satisfied. But some of those
Author(s): Davidson JH with other emotions. The effectiveness managers may have a big problem.
Publication Date: 03/01/1976 of the viral message is also moderated When most customers are saying they
Product Type: Harvard Business by gender, with disgust-based and fear- are satisfied but not completely satisfied,
Review Article based campaigns being more likely to be they are saying that they are unhappy
Abstract: Approximately 70% of all new forwarded by male recipients than with some aspect of the product or
consumer brands fail in the market. female recipients. To ensure forwarding service. If they have the opportunity,
they will defect. Companies that excel in Publication Date: 09/13/2006 576197
satisfying customers excel both in Product Type: Case (Field) Title: Wilmington Corp.
listening to customers and in interpreting Publisher: Richard Ivey School of Author(s): Abell, Derek F.; D''Cruz JR;
what customers with different levels of Business/UWO D'Cruz, Joseph R.; D'Cruz, Joseph R.; ;
satisfaction are telling them. Abstract: The newly promoted inventory D'Cruz, Joseph R.
Subjects: Customer relations; Customer manager wonders if there is an easier, Publication Date: 03/01/1976
retention; Market research; Marketing more reliable means of forecasting sales Product Type: Case (Field)
strategy; Polls & surveys demand. Currently, forecasts are based Abstract: Wilmington Corp. is
Length: 16p on the plant manager's, sales/marketing considering an entry into the glass
List Price: $6.50 manager's, and inventory manager's ceramic cookware business in
knowledge of industry trends, competition with Corning Ware. Corning
C0201C competitive strategies, and sales history. holds a patent which is due to expire in
Title: Why Your News Releases Aren't The inventory manager must decide if January 1977. Will developments after
Making News using statistical forecasting methods this date parallel what happened
Author(s): Craumer, Martha would ease the forecasting process and following the expiration of the Pyrex
Publication Date: 01/01/2002 make the forecasts more reliable. patent years earlier (at which time
Product Type: Harvard Management Students are exposed to different Wilmington failed to move aggressively
Communication Letter Article forecasting techniques, including into the market)? The question raised is
Abstract: With the amount of time and executive opinion, linear regression, and should Wilmington now enter and if so,
effort your company spends on news time series. The data characteristics how?
releases, you would expect major media include seasonality, trend, and random Geographic Setting: United States
coverage. Yet, it seems your news fluctuations. May be used with: Industry Setting: Cookware industry
rarely, if ever, gets picked up. Why? (906D05) Wilkins, A Zurn Company: Company Size: large
Editors and writers look for topics that Materials Requirement Planning. Gross Revenues: $500 million sales
are timely, relevant to their audiences, Geographic Setting: United States Subjects: Competition; Glass &
involve someone or something famous, Industry Setting: Fabricated metals glassware industry; Household products;
make a personal connection, and are Subjects: NO Market entry; Marketing strategy;
unusual. They don't fall for thinly veiled SUBJECTS(KEYWORDS) Patents; Strategic market planning
marketing ploys, and they lose patience Length: 12p Length: 39p
with lousy writing. In Why Your New Supplementary Materials: Teaching Supplementary Materials: Teaching
Releases Aren't Making News, learn Note, (806D06), 23p, by Carol Prahinski, Note, (578193), 11p, by Derek F. Abell
how to critique your PR department's Eric Olsen
releases and improve your company's Year New: 2006 87113
chances of getting media hits. Title: Winging It in Foreign Markets
Subjects: Public relations BH086 Author(s): Van Mesdag M
Length: 1p Title: Will the Real Channel Manager Publication Date: 01/01/1987
List Price: $4.50 Please Stand Up? Product Type: Harvard Business
Author(s): Anderson, Rolph; Mehta, Review Article
707438 Rajiv; Dubinsky, Alan J. Abstract: The shot-in-the-dark method
Title: Wild Oats Markets, Inc. Publication Date: 01/15/2003 is a "let's try it and see" approach to
Author(s): Haglock, Travis; Wells, John Product Type: Business Horizons marketing. With common sense based
R. Article on experience, marketers take products
Publication Date: 09/05/2006 Publisher: Business Horizons/Indiana that sell well in their home markets and
Revision Date: 04/03/2008 University try them out in suitable foreign markets.
Product Type: Case (Library) Abstract: For decades, marketing None of the products are developed
Abstract: Ever since ex-Ben and Jerry's channel management has been widely specifically for foreign markets, as they
CEO Perry Odak took over as CEO of written and talked about but never are in the phased internationalization
Wild Oats in 2001, he has been trying to connected with any "real world" business and global marketing approaches.
turn the company around. After some position. What's more, the many articles Although marketers usually feel most
apparent false starts, profits now seem and textbooks on the topic seldom comfortable with these last two methods
to be on the rise in 2005 and 2006. Has provide any hint as to who is supposed since they seem less risky and rely more
he finally done it? to be doing all these functions. At last, on research, the shot-in-the-dark method
Industry Setting: Retail industry based on a national study and a deserves consideration, for it accounts
Number of Employees: 9,000 systematic review of the literature to find for the phenomenal success of many
Gross Revenues: $1.1 billion the most likely suspect, we have products all over the world.
Event Year Start: 2006 identified the erstwhile unknown channel Subjects: International business;
Event Year End: 2006 manager. It is now up to top International marketing; Marketing
Subjects: NO management to provide the selection strategy; Product development; Product
SUBJECTS(KEYWORDS) criteria, training, rewards, and respect management
Length: 21p for this newly recognized position, Length: 4p
Supplementary Materials: Teaching because it is central to corporate
Note, (708506), 11p, by John R. Wells success. 599032
Year New: 2006 Subjects: Distribution channels; Title: Women's National Basketball
Marketing management; Marketing Association (WNBA)
strategy Author(s): Greyser, Stephen A.
906D06
Title: Wilkins, A Zurn Company:
NEW Revision Date: 08/11/2004
Demand Forecasting
Author(s): Prahinski, Carol; Olsen, Eric Product Type: Case (Field)
Abstract: Chronicles the background of Length: 14p result Workbench's pricing policy was
the founding of the WNBA, its basic Supplementary Materials: Teaching being reviewed. One alternative strategy
business concept, some of the key Note, (583104), 8p, by E. Raymond being considered was Everyday fair
research information used by the NBA in Corey model. The case includes competitor
launching it, and other related data and consumer data. Introduces
information. Students must analyze the 579032 Everyday Fair Pricing and presents the
"basic business model" involved and Title: Woodward Motors, Inc. (B) market forces that motivate a retailer to
compare it to that of the American Author(s): Shapiro, Benson P.; choose such a strategy. Also allows
Basketball League (another women's Jackson, Barbara B. students to conduct an analysis of
professional league). Students must Publication Date: 09/03/1978 primary consumer data collected from
consider whether both leagues ultimately Product Type: Case (Field) Workbench customers.
can be successful, only one, or neither. Abstract: Provides additional analysis Geographic Setting: New York, NY;
Geographic Setting: United States and a bit more additional data for Long Island City, NY
Industry Setting: Professional sports Woodward Motors, Inc. (A). Must be Industry Setting: Retail industry
teams & organizations used with the (A) case. Company Size: small
Subjects: Competition; Consumer Geographic Setting: United States Subjects: Forecasting; Furniture; Pricing
behavior; Consumer marketing; Sports; Company Size: large strategy; Retailing
Women Subjects: Competition; Industrial Length: 34p
Length: 12p markets; Manufacturing; Pricing
strategy; Product lines; Purchasing 583166
599031 Length: 8p Title: Workbench (A): Decision on Store
Title: Women's Professional Basketball Network
and the American Basketball League 383072 Author(s): Salmon, Walter J.; Morris J;
Author(s): Greyser, Stephen A.; Title: Worcester Textile Co.: Marketing Publication Date: 06/13/1983
Zakarian, Natalie Worsted Fabrics Revision Date: 07/25/1985
Publication Date: 04/02/1999 Author(s): Tedlow, Richard S. Product Type: Case (Field)
Revision Date: 08/04/2004 Publication Date: 11/17/1982 Abstract: How large a network of stores
Product Type: Case (Library) Product Type: Case (Field) should Workbench establish in Greater
Abstract: Chronicles the growth and Abstract: Deals with a worsted apparel Boston? May be used with Workbench
development of women's professional fabric mill that has traditionally served (B): Assessment of the Franchising
basketball. Particular emphasis is on the manufacturers of men's suits. Recently, Program.
impact of Title IX, the 1996 women's it has lost share to larger, lower-cost Geographic Setting: Northeastern
gold medal Olympic team, and the manufacturers. At the same time, it has United States
advent of the American Basketball been discovered as a source for Industry Setting: Furniture industry;
League (ABL). The structure and "basic women's apparel fabrics. The case is a Retail industry
business model" of the ABL are vehicle for a discussion of market Company Size: small
described along with its various revenue selection and definition. It demands that Gross Revenues: $17 million revenues
sources. Encourages discussion of the the student pay special attention to the Subjects: Furniture; Growth strategy;
conditions that favor women's problems of implementing whatever Location of industry; Marketing planning;
professional sports in the late 1990s. marketing approach he/she chooses. Retailing
May be used with: (599109) The Geographic Setting: Rhode Island Length: 24p
American Basketball League: The Last Industry Setting: Textile industry
Chapter. Gross Revenues: $43 million sales 586019
Geographic Setting: United States Subjects: Clothing; Market definition; Title: Workbench (B): Assessment of
Industry Setting: Professional sports Market selection; Marketing the Franchising Program
teams & organizations implementation; Marketing organization; Author(s): Salmon, Walter J.; Rhodes,
Subjects: Consumer behavior; Textiles David;
Consumer marketing; Sports; Women Length: 19p Publication Date: 07/16/1985
Year New: 2004 Product Type: Case (Field)
589103
Title: Workbench Abstract: The president of a chain of
578125 Author(s): Salmon, Walter J.; Ortmeyer, contemporary furniture stores is
Title: Woodward Motors, Inc. (A) Gwendolyn K. considering whether Workbench should
Author(s): Shapiro, Benson P. Publication Date: 04/12/1989 expand through franchising, and, if so,
Publication Date: 01/01/1978 Revision Date: 02/07/1990 what changes in its franchising policies
Revision Date: 06/01/1979 Product Type: Case (Field) are necessary. May be used with
Product Type: Case (Field) Abstract: Workbench is a contemporary Workbench (A): Decision on Store
Abstract: Woodward Motors is a major furniture retailer contemplating a change Network.
manufacturer of small, integral in pricing strategy for its New York City Geographic Setting: Northwestern
horsepower, general purpose motors. It and Long Island stores. At the time of United States
must respond to cheaper special the case approximately 80% of Industry Setting: Furniture industry;
purpose motors from competitors. May Workbench's sales in the two regions Retail industry
be used with Woodward Motors, Inc. (B). were of merchandise at reduced prices. Company Size: mid-size
Geographic Setting: United States The retailer was finding it difficult to Gross Revenues: $50 million revenues
Company Size: mid-size maintain sales levels and achieve its Subjects: Franchising; Furniture;
Subjects: Competition; Industrial target gross margin, while at the same Growth strategy; Location of industry;
markets; Manufacturing; Pricing; Product time offering a large proportion of Retailing
lines; Purchasing merchandise at reduced prices. As a
Length: 22p the manager's boss, are to blame for the 502S13
poor sales performance and how to keep Title: Wright Line, Inc. (A), Spanish
590115 the situation from recurring. Version
Title: Workbench Pricing Strategy Geographic Setting: China Author(s): Corey, E. Raymond; Kinnear,
Author(s): Ortmeyer, Gwendolyn K. Industry Setting: Machinery industry Constance M.
Publication Date: 05/23/1990 Company Size: large Publication Date: 08/08/2002
Revision Date: 07/05/1991 Subjects: Bonuses; China; Machinery; Product Type: LACC Case
Product Type: Case (Field) Manufacturing; Organizational behavior; Abstract: The Wright Line division of
Abstract: An abridged version of Performance measurement; Sales Barry Wright sells accessories used to
Workbench, most notably the results of compensation; Sales management store, protect, and provide access to
two customer surveys, given in their Length: 19p computer media such as cards, tapes,
complete form in Workbench. Focuses Supplementary Materials: Teaching and diskettes. With the explosive growth
on the pricing decision for a small Note, (802A28), 7p, by June Cotte in the business computer market and the
contemporary furniture retailer. Should Year New: 2004 pronounced trend toward decentralized
Workbench continue its highly use, the market for computer
promotional pricing policy or adopt 502007 accessories has become considerably
Everyday Fair Pricing? Title: Worldzap fragmented. Wright Line's direct sales
Geographic Setting: New York, NY Author(s): Deshpande, Rohit; Knoop, force, therefore, is finding it impossible to
Industry Setting: Retail industry Carin-Isabel; Raju, Suma; Kiron, David identify and reach prospective
Company Size: small Publication Date: 08/31/2001 customers. As a proposed solution,
Subjects: Furniture; Pricing strategy; Revision Date: 05/01/2002 Wright Line's president has moved to
Retailing Product Type: Case (Field) organize the division sales operations
Length: 21p Abstract: In February 2001, the CEO of into three units, a direct sales force, a
Supplementary Materials: Teaching a new technology start-up had to decide telephone marketing staff, and a catalog
Note, (593052), 21p, by John A. Quelch, how to present his firm's value sales group.
Gwendolyn K. Ortmeyer proposition to future clients, customers, Geographic Setting: United States
and business partners. The technology Industry Setting: Computer industry
allowed distribution of full-motion video Company Size: mid-size
583168
clips of sports highlights to "third Gross Revenues: $140 million assets
Title: World Pharmaceutical Industry:
generation" (3G) mobile phones. The Subjects: Direct marketing; Distribution
Prospects for the 1980s
plan was to target sports enthusiasts channels; Industrial markets; Office
Author(s): Buzzell, Robert D.
initially in Europe along with mobile equipment; Sales organization
phone companies, sports leagues, and Length: 13p
Product Type: Note networks.
Abstract: Provides background Geographic Setting: Europe 585135
information on trends in the Industry Setting: Telecommunications Title: Wright Line, Inc. (A)
pharmaceutical industry in the 1970s industry Author(s): Corey, E. Raymond; Kinnear,
and prospects for the 1980s. Company Size: start-up Constance M.
Industry Setting: Pharmaceutical Number of Employees: 18 Publication Date: 11/14/1984
industry Subjects: Product development; Sports Revision Date: 05/31/1989
Subjects: Competition; Industry Length: 32p Product Type: Case (Field)
analysis; Pharmaceuticals Abstract: The Wright Line division of
Length: 15p 580019 Barry Wright sells accessories used to
Title: Wright Line, Inc. store, protect, and provide access to
Author(s): Shapiro, Benson P. computer media such as cards, tapes,
902A28
Publication Date: 09/02/1979 and diskettes. With the explosive growth
Title: Worldwide Equipment (China)
Revision Date: 06/27/1985 in the business computer market and the
Ltd.: A Sales Performance Dilemma
Product Type: Case (Field) pronounced trend toward decentralized
Author(s): Cotte, June; Yang, Alan
Abstract: Wright Line makes computer use, the market for computer
Wenchu
room supplies and accessories. The vice accessories has become considerably
president of marketing is attempting to fragmented. Wright Line's direct sales
improve the company's 25% growth rate force, therefore, is finding it impossible to
and its sales operation's penetration and identify and reach prospective
Business/UWO
productivity. A key issue revolves around customers. As a proposed solution,
Abstract: Worldwide Equipment Ltd. is
the choice of more salespeople versus Wright Line's president has moved to
one of the world's largest manufacturers
more direct mail and/or advertising. organize the division sales operations
of heating, ventilating, and air-
Geographic Setting: United States into three units, a direct sales force, a
conditioning equipment. The Beijing
Industry Setting: Computer supplies telephone marketing staff, and a catalog
regional sales manager has just heard
Company Size: mid-size sales group. May be used with:
that the sales performance of his office
Gross Revenues: $40 million sales (586143) Wright Line, Inc. (B).
ranked the lowest among the sales
Subjects: Direct marketing; Industrial Geographic Setting: United States
offices in China. As a result, the Beijing
markets; Non-store retailing; Office Industry Setting: Computer industry
sales force will not receive their year-end
equipment; Sales management; Sales Company Size: mid-size
bonuses unless the situation can be
promotions Gross Revenues: $140 million assets
turned around quickly. The regional
Length: 26p Subjects: Direct marketing; Distribution
sales manager must determine whether
Supplementary Materials: Teaching channels; Industrial markets; Office
the sales management process or a
Note, (583061), 12p, by John A. Quelch equipment; Sales organization
recent new hire on the sales force,
Length: 12p
whose hiring was strongly suggested by
Supplementary Materials: Teaching on selling advertising time to Marketing strategy; Pricing; Product
Note, (589075), 6p, by E. Raymond advertisers? This decision is closely introduction; Services; Technology
Corey related to target market selection and to Length: 8p
the choice of optimal price points for Year New: 2004
586143 subscription fees and radio receivers.
Title: Wright Line, Inc. (B) Market research commissioned by XM M303
Author(s): Corey, E. Raymond provides rich insights into these issues. Title: The Xbox Launch in Korea
Publication Date: 03/03/1986 In addition, XM management needs to Author(s): Draganska, Michaela;
Revision Date: 05/31/1989 figure out how to establish partnerships Descamps, Frederic; Pennya,
Product Type: Case (Field) with the leading electronics Christopher
Abstract: After working unsuccessfully manufacturers. A consideration of its Publication Date: 08/01/2002
for three years with the new sales and market share and channel presence are Revision Date: 04/25/2003
distribution channels organization, essential to XM's ultimate success in Product Type: Case (Field)
Wright Line's managers assess their integrating satellite radio into home and Publisher: Stanford University
experience and restructure their car audio systems. As it formulates its Abstract: In August 2002, Microsoft
marketing organization. May be used plan, XM needs to take into account the approached the one-year anniversary of
with: (585135) Wright Line, Inc. (A). competitive landscape, primarily its video game console, the Xbox. The
Geographic Setting: United States comprised of broadcast radio (AM and first wave of console systems were
Industry Setting: Computer industry FM) that has been in existence for many available in the United States, Japan,
Company Size: mid-size years and is offered for free, as well as a Europe, and Australia, and the second
Gross Revenues: $60 million sales second satellite radio provider (Sirius). wave of rollouts was targeted for Asian
Subjects: Direct marketing; Distribution Includes color exhibits. May be used markets: Korea, Taiwan, Hong Kong,
channels; Industrial markets; Office with: (504065) XM Satellite Radio (B). and Singapore. Dan Adelman, business
equipment; Sales organization Geographic Setting: United States development manager for the Xbox, and
Length: 5p Industry Setting: Radio Brenda Ng, Xbox's consumer strategy
Supplementary Materials: Teaching Subjects: Broadcasting industry; and research manager, considered the
Note, (589075), 6p, by E. Raymond Competition; Decision making; marketing data for the Korea launch.
Corey Marketing strategy; Pricing; Product They needed to analyze the findings of
introduction; Services; Technology the first report and to identify issues to
Length: 25p resolve in a second, follow-up marketing
571005
Supplementary Materials: Teaching study. Over the course of the next few
Title: Wychoff Corp.
Note, (504082), 21p, by David B. Godes, months, Adelman and Ng would direct
Author(s): England, Wilbur B.;
Elie Ofek; Supplement (Field), (505015), the Xbox team in identifying console
Matthews, William E.
8p, by David B. Godes, Elie Ofek purchase drivers and deciding what
Year New: 2004 segments of gamers to target and the
Product Type: Case (Field) message to send to the target segments.
Abstract: Requires decisions on the 504065 Industry Setting: Software industry
location of three new fibre box making Title: XM Satellite Radio (B) Number of Employees: 47,000
plants to provide better market coverage Author(s): Godes, David B.; Ofek, Elie Gross Revenues: $32,187 million
for East Tennessee, South Texas, and Publication Date: 01/05/2004 Subjects: Computer industry;
Central Indiana. Presents market Revision Date: 03/01/2004 Entertainment industry; Market entry;
analysis to determine market potential Product Type: Color Case Market positioning; Market research;
and the competitive situation for each of Abstract: An abstract is not available for Market segmentation; Marketing strategy
the three locations. this product. May be used with: Length: 23p
Geographic Setting: Indiana; (504009) XM Satellite Radio (A). NEW
Tennessee; Texas Subjects: Broadcasting industry;
Industry Setting: Corrugated box Competition; Decision making; 502S28
Gross Revenues: $1.4 billion sales Marketing strategy; Pricing; Product Title: Xerox Corp.: The Customer
Subjects: Competition; Market introduction; Services; Technology Satisfaction Program, Spanish Version
research; Marketing strategy; Plant Length: 8p Author(s): Menezes, Melvyn A.J.;
location; Purchasing Supplementary Materials: Teaching Serbin, Jon D.
Length: 29p Note, (504082), 21p, by David B. Godes, Publication Date: 08/09/2002
Elie Ofek Product Type: LACC Case
Year New: 2004 Abstract: In August 1990 the president
504009
Title: XM Satellite Radio (A) and executive vice president of Xerox
Author(s): Godes, David B.; Ofek, Elie 505015 are reviewing the progress made on its
Publication Date: 07/14/2003 Title: XM Satellite Radio (C): The Next customer satisfaction program. The
Revision Date: 03/01/2004 Generation of Radio Receivers emphasis placed on the program, the
Product Type: Case (Field) Author(s): Godes, David B.; Ofek, Elie success of the program to date, and the
Abstract: XM Satellite Radio is a Publication Date: 09/15/2004 drive to achieve the corporate goals of
radically new way to listen to radio. Revision Date: 08/07/2007 customer satisfaction motivate this
Management must develop a marketing Product Type: Supplement (Field) review. At Xerox customer satisfaction is
strategy to launch the firm and the Abstract: Supplements the (A) case. the number one priority, ahead of return
category. A crucial aspect of the strategy Must be used with: (504009) XM on assets (ROA) and market share. The
is to determine which of two business Satellite Radio (A). case focuses on analyzing the strategic
models the company will pursue. Should Industry Setting: Broadcasting industry role of the customer satisfaction
it focus predominantly on charging Subjects: Broadcasting industry; program, its goals, and the action steps
customers a monthly subscription fee or Competition; Decision making; for implementation. Also described are
the customer satisfaction measurement Supplementary Materials: Teaching distribution value chain.
system, the data analyses, and follow- Note, (593027), 22p, by John A. Quelch, Geographic Setting: United States
up. To increase customer satisfaction Thomas J. Kosnik; Case Video, Industry Setting: Book publishing
and to drive the organization to higher (592506), 2 min, by Xerox Corp. Company Size: Fortune 500
levels of performance top management Gross Revenues: $20 billion revenues
believes that Xerox should offer a 594109 Subjects: Distribution; Printing;
satisfaction guarantee. Market research Title: Xerox Corp.: The Customer Publishing industry; Technology
has been conducted on customer Satisfaction Program (A) Length: 20p
responses to four different types of Author(s): Menezes, Melvyn A.J.;
guarantees. A decision has to be made Serbin, Jon D. 599119
regarding the type of guarantee to Publication Date: 02/23/1994 Title: Xerox: Book-In-Time
introduce. Product Type: Case (Field) Author(s): Rangan, V. Kasturi
Geographic Setting: United States Abstract: A rewritten version of an Publication Date: 03/11/1999
Industry Setting: Copier industry; Office earlier case, Xerox Corp.: The Revision Date: 10/03/2002
furniture & equipment Customer Satisfaction Program. Does Product Type: Case (Field)
Company Size: Fortune 500 not provide an update and no new Abstract: Book-In-Time, developed at
Gross Revenues: $17.6 billion content is added. The new (A) and (B) Xerox, can dramatically reduce the cost
revenues case structure merely isolates the of printing "one" book. Combined with
Subjects: Corporate strategy; Customer service guarantee issue. the possibilities of digital content storage
relations; Customer service; Marketing Geographic Setting: United States and transmittal, the new technology has
strategy; Office equipment Industry Setting: Copier industry; Office vast opportunities. Xerox needs a
Length: 27p furniture & equipment commercial plan. The case describes the
Company Size: Fortune 500 state of the book publishing industry and
591055 Gross Revenues: $17.6 billion the potential for a new technology.
Title: Xerox Corp.: The Customer revenues Geographic Setting: United States
Satisfaction Program Event Year Start: 1959 Industry Setting: Book publishing
Author(s): Menezes, Melvyn A.J.; Subjects: Corporate strategy; Customer Company Size: Fortune 500
Serbin, Jon D. relations; Customer service; Marketing Gross Revenues: $20 billion revenues
Publication Date: 01/10/1991 strategy; Office equipment Subjects: Distribution; Printing;
Revision Date: 01/12/1993 Length: 18p Publishing industry; Technology
Product Type: Case (Field) Length: 18p
Abstract: In August 1990 the president 592506 Supplementary Materials: Teaching
and executive vice president of Xerox Title: Xerox Corp.: The Customer Note, (500016), 6p, by V. Kasturi
are reviewing the progress made on its Satisfaction Program, Video Rangan
customer satisfaction program. The Author(s): Xerox Corp.
emphasis placed on the program, the Publication Date: 11/12/1991 F0810A
success of the program to date, and the Product Type: Case Video Title: The Year of Marketing
drive to achieve the corporate goals of Abstract: Contains five commercials Dangerously
customer satisfaction motivate this (advertisements) used by Xerox. Two of Author(s): Meyer, Christopher
review. At Xerox customer satisfaction is the commercials pertain to the customer Publication Date: 10/01/2008
the number one priority, ahead of return satisfaction program and the other three Product Type: Harvard Business
on assets (ROA) and market share. The are general commercials. Must be used Review Article
case focuses on analyzing the strategic with: (591055) Xerox Corp.: The Abstract: Digital advertising is growing
role of the customer satisfaction Customer Satisfaction Program. nearly four times as fast as advertising
program, its goals, and the action steps Industry Setting: Office equipment overall; alternative channels cost less
for implementation. Also described are Subjects: Corporate strategy; Customer than traditional ones; and management
the customer satisfaction measurement relations; Customer service; Marketing increasingly insists on proof of ROI.
system, the data analyses, and follow- strategy; Office equipment These converging forces spell the end
up. To increase customer satisfaction Length: 2 min for television advertising.
and to drive the organization to higher List Price: $150.00 Subjects: NO
levels of performance top management SUBJECTS(KEYWORDS)
believes that Xerox should offer a Length: 4p
502S14
satisfaction guarantee. Market research
Title: Xerox: Book-In-Time, Spanish
has been conducted on customer
Version 578064
responses to four different types of
Author(s): Rangan, V. Kasturi Title: Yoshida Kogyo K.K.
guarantees. A decision has to be made
Publication Date: 08/08/2002 Author(s): Wiechmann, Ulrich E.
regarding the type of guarantee to
Product Type: LACC Case Publication Date: 10/01/1977
introduce.
Abstract: Describes the state of the Revision Date: 04/01/1978
book publishing industry and the Product Type: Case (Field)
Industry Setting: Copier industry; Office
potential for a new technology. Book-In- Abstract: Management is faced with the
furniture & equipment
Time, developed at Xerox, can reduce problem of how to respond to a dumping
Company Size: Fortune 500
the cost of printing "one" book accusation filed by European
Gross Revenues: $17.6 billion
dramatically. Combined with the manufacturers with the EEC
revenues
possibilities of digital content storage Commission, aside from this issue, the
Subjects: Corporate strategy; Customer
and transmittal, the new technology has case discusses the organization and
relations; Customer service; Marketing
vast opportunities. Xerox needs a management style of Japanese
strategy; Office equipment
commercial plan. Teaching Purpose: To multinational enterprise. Recommended:
Length: 23p
discuss the impact of technology on Annual Report, 1978-79.
Geographic Setting: Japan SUBJECTS(KEYWORDS) which can result, for example, in two
Industry Setting: Zipper Length: 26p rewards of equal economic value,
Company Size: large List Price: $6.95 inspiring very different levels of
Subjects: Clothing; EC single market; Year New: 2007 purchasing. In their research, the
International marketing; Japan; authors have discovered patterns in
Management styles; Multinational 97311 what the successful loyalty programs get
corporations; Organizational structure Title: Your Brand's Best Strategy right and in how the others fail. Together,
Length: 22p Author(s): Vishwanath, Vijay; Mark, their findings constitute a toolkit for
Supplementary Materials: Teaching Jonathan designing something rare indeed: a
Note, (587172), 13p, by Robert D. Publication Date: 05/01/1997 program that won't do you wrong. To
Buzzell Product Type: Harvard Business begin with, it's important to know exactly
Review Article what a loyalty program can do. It can
5239BC Abstract: Conventional wisdom holds keep customers from defecting, induce
Title: You're Five Steps Away from that market share drives profitability. them to consolidate certain purchases
Having a Customized Brand Certainly, in some industries, such as with one seller (in other words, win a
Author(s): Moser, Mike chemicals, paper, and steel, market greater share of wallet), prompt
Publication Date: 02/13/2003 share and profitability are inextricably customers to make additional purchases,
Product Type: HBS Press Chapter linked. But when the authors studied the yield insight into their behavior and
Abstract: A split often occurs between a profitability of premium brands--brands preferences, and turn a profit. A program
company's internal and an external that sell for 25% to 30% more than can meet these objectives in several
identity. When the internal and external private-label brands--in 40 categories of ways--for instance, by offering rewards
identities are consistent, the brand is consumer goods, they found that market (points, say, or frequent-flier miles)
strong, but when these identities are at share alone does not drive profitability. divisible enough to provide many
odds, the brand is weak. This chapter Instead, a brand's profitability is driven redemption opportunities but not so
describes the imperative of creating a by both market share and the nature of divisible that they fail to lock in
brand roadmap in order to build a the category, or product market, in which customers. Companies striving to
cohesive identity both inside and outside the brand competes. Developing the generate customer loyalty should avoid
your company. May be used with: most profitable strategy for a premium five common mistakes: Don't create a
(8279BC) Core Brand Values: How to brand, then, means reexamining market new commodity, which can result in price
Build a Unique Brand; (8280BC) Core share targets in light of the brand's wars and other tit-for-tat competitive
Brand Message: How to Build a Unique category. That is, managers must think moves; don't cater to the disloyal by
Brand; (8281BC) Brand Personality: about their brand strategy along two making rewards easy for just anyone to
How to Build a Unique Brand; (8282BC) dimensions at the same time. First, is reap; don't reward purchasing volume
Brand Icons: How to Build a Unique the category dominated by premium over profitability; don't give away the
Brand; (8283BC) Your Brand Roadmap: brands or by value brands? Second, is store; and, finally, don't promise what
How to Build a Unique Brand. the brand's relative market share low or can't be delivered.
Subjects: NO high? Geographic Setting: Arizona; United
SUBJECTS(KEYWORDS) Industry Setting: Consumer products Kingdom
Length: 12p Subjects: Brands; Consumer goods; Industry Setting: Airline industry; Credit
List Price: $6.95 Consumer marketing; Market analysis; card; Film industry; Food industry;
Year New: 2007 Market share; Marketing mixes; Gaming industry; Grocery stores; Retail
Marketing strategy; Product positioning industry; Telephone industry
Length: 7p Subjects: NO
8283BC
BESTSELLER SUBJECTS(KEYWORDS)
Title: Your Brand Roadmap: How to
Length: 12p
Build a Unique Brand
Year New: 2006
Author(s): Moser, Mike R0604H
Publication Date: 02/13/2003 Title: Your Loyalty Program Is Betraying
Product Type: HBS Press Chapter You 4095
Abstract: This chapter shows you how Author(s): Nunes, Joseph C.; Dreze, Title: Your Loyalty Program Is Betraying
to create a brand roadmap--a practical, Xavier You (HBR OnPoint Enhanced Edition)
day-to-day guide for your brand that Publication Date: 04/01/2006 Author(s): Nunes, Joseph C.; Dreze,
articulates your core brand values, core Product Type: Harvard Business Xavier
message, and brand personality. This Review Article Publication Date: 04/01/2006
exercise will help you see the Abstract: Even as loyalty programs are Product Type: HBR OnPoint Article
consistencies and inconsistencies in launched left and right, many are being Abstract: Even as loyalty programs are
your brand and ensure that your brand scuttled. How can that be? These days, launched left and right, many are being
will be seen, heard, and remembered in everyone knows that an old customer scuttled. How can that be? These days,
the marketplace for years to come. May retained is worth more than a new everyone knows that an old customer
be used with: (5239BC) You're Five customer won. What is so hard about retained is worth more than a new
Steps Away from Having a Customized making a simple loyalty program work? customer won. What is so hard about
Brand; (8279BC) Core Brand Values: Quite a lot, the authors say. The biggest making a simple loyalty program work?
How to Build a Unique Brand; (8280BC) challenges include clarifying business Quite a lot, the authors say. The biggest
Core Brand Message: How to Build a goals, engineering the reward structure, challenges include clarifying business
Unique Brand; (8281BC) Brand and creating incentives powerful enough goals, engineering the reward structure,
Personality: How to Build a Unique to change buying behavior but not so and creating incentives powerful enough
Brand; (8282BC) Brand Icons: How to generous that they erode margins. to change buying behavior but not so
Build a Unique Brand. Additionally, companies have to sort out generous that they erode margins.
Subjects: NO the puzzles of consumer psychology, Additionally, companies have to sort out
the puzzles of consumer psychology, Industry Setting: Advertising industry Consumer marketing; Market research;
which can result, for example, in two Subjects: Advertising; Advertising Marketing strategy
rewards of equal economic value, campaigns; Industrial markets; Small Length: 4p
inspiring very different levels of business Year New: 2005
purchasing. In their research, the Length: 3p
authors have discovered patterns in UV0895
what the successful loyalty programs get 801210 Title: ZS Associates: Sales Force
right and in how the others fail. Title: Z Corp. Sizing
Together, their findings constitute a Author(s): Lassiter, Joseph B., III; Lieb, Author(s): Spekman, Robert E.; Kumar,
toolkit for designing something rare Matthew C. Sameer; Kalla, Arya
indeed: a program that won't do you Publication Date: 10/02/2000 Publication Date: 08/29/2007
wrong. To begin with, it's important to Revision Date: 04/13/2005 Product Type: Case (Field)
know exactly what a loyalty program can Product Type: Case (Field) Abstract: This case describes a
do. It can keep customers from Abstract: Tom Clay, president of Z consulting firm that is assisting a
defecting, induce them to consolidate Corp., and founder/CEO Marina pharmaceutical company as it faces a
certain purchases with one seller (in Hatsopolous must decide between using strategic question regarding how to
other words, win a greater share of a direct sales force or using a value- determine the size of its sales force. An
wallet), prompt customers to make added reseller to begin selling the Excel file containing two of the case
additional purchases, yield insight into company's new 3-D printing prototype exhibits is included and is available by
their behavior and preferences, and turn manufacturing system. contacting
a profit. A program can meet these Geographic Setting: Massachusetts sales@dardenbusinesspublishing.com.
objectives in several ways--for instance, Industry Setting: CAD CAM A related Technical Note entitled "A Note
by offering rewards (points, say, or Number of Employees: 20 on Sizing the Sales Force" (UVA-M-
frequent-flier miles) divisible enough to Gross Revenues: $500,000 revenues 0746) is available that describes several
provide many redemption opportunities Subjects: Business marketing; approaches one could employ to size a
but not so divisible that they fail to lock in Distribution channels; Product sales force; it addresses the advantages
customers. Companies striving to development; Product introduction of each approach as well as the
generate customer loyalty should avoid Length: 20p weaknesses. May be used with:
five common mistakes: Don't create a (UV0744) A Note on Sizing the Sales
new commodity, which can result in Force.
503050
price wars and other tit-for-tat Geographic Setting: United States
Title: ZARA
competitive moves; don't cater to the Industry Setting: Pharmaceutical
Author(s): Arnold, David J.; d'Andrea,
disloyal by making rewards easy for just industry
Guillermo
anyone to reap; don't reward purchasing Event Year Start: 2006
volume over profitability; don't give Event Year End: 2006
away the store; and, finally, don't Subjects: NO
Abstract: Fashion retailer ZARA has
promise what can't be delivered. SUBJECTS(KEYWORDS)
achieved spectacular growth via a
Subjects: NO Length: 7p
distinctive design-on-demand operating
SUBJECTS(KEYWORDS) Supplementary Materials: Supplement
model. This case describes this model
Length: 12p (Spreadsheet), (UV0917), 0p, by Robert
and outlines a number of challenges
List Price: $6.50 E. Spekman, Sameer Kumar, Arya Kalla
facing the company, with a particular
Year New: 2006
emphasis on its international expansion.
Includes color exhibits. UV0917
86108 Geographic Setting: Spain; Global Title: ZS Associates: Sales Force
Title: Your Own Brand of Advertising for Industry Setting: Retail industry Sizing, Spreadsheet Supplement
Nonconsumer Products Number of Employees: 24,000 Author(s): Spekman, Robert E.; Kumar,
Author(s): Kahn HL Gross Revenues: $2.4 billion revenues Sameer; Kalla, Arya
Publication Date: 01/01/1986 Subjects: Clothing; Expansion; Publication Date: 08/29/2007
Product Type: Harvard Business International marketing; Models; Product Type: Supplement
Review Article Retailing; Vertical integration (Spreadsheet)
Abstract: Managers of small and Length: 26p Abstract: An abstract is not available for
medium-sized companies or divisions Supplementary Materials: Teaching this product. Must be used with:
that make complex nonconsumer Note, (504066), 17p, by David J. Arnold, (UV0895) ZS Associates: Sales Force
products are often uncomfortable with Guillermo d'Andrea Sizing.
the responsibility of advertising them. Subjects: NO
These are products like scientific SUBJECTS(KEYWORDS)
599056
instruments and computers that require Length: 0p
Title: The ZMET Research Process
an effort to understand and special
Author(s): Zaltman, Gerald
knowledge to advertise. In working with
an ad agency, the manufacturer's
Product Type: Note Title: Zenith Radio Corp.: Videodisc
management must specify what it wants
Abstract: The steps in the ZMET Author(s): Ward, Scott; Popper ET
for advertising and decide for itself what
interview are listed and defined as well Publication Date: 11/01/1975
the general theme of an ad campaign is
as information on using the data. May be Revision Date: 04/01/1978
to be. Whether long or short, the text for
used with: (899058) Boston Beer Co.: Product Type: Case (Field)
the ads must be clear and
Light Beer Decision; (500083) The Abstract: Centers around choice of
comprehensible, filled with facts,
Dimensions of Brand Equity for Nestle different technological alternatives for a
interesting but not cute, and written from
Crunch Bar, A Research Case. new product. Students must determine
the user's viewpoint.
Subjects: Consumer behavior; consumer reaction (and competitive
reaction) to the alternatives and then market potential and consumer Revision Date: 10/01/1997
prepare a company strategy. preference for a technological Product Type: Case (Gen Exp)
Geographic Setting: Chicago, IL innovation, high definition television Publisher: Stanford University
Industry Setting: Electronics industry (HDTV) that is yet to be introduced. The Abstract: Explores a variety of legal
Company Size: Fortune 500 case describes various marketing issues raised by a proposed marketing
Gross Revenues: $1 billion sales research options available to Zenith in plan for the sale of personal digital
Subjects: Consumer behavior; August 1990. In particular managers assistants in the United States, Europe,
Entertainment industry; Marketing have to decide whether to conduct a and Japan by a fictitious U.K. company,
strategy; Product introduction; study to examine consumer preferences Zeus Electronics, PLC, with sales of L12
Technological change for the wider screen format of HDTV. billion. Antitrust and competition law
Length: 32p They also need to forecast HDTV issues include horizontal price fixing and
Supplementary Materials: Teaching demand from 1992-2000 under market division, monopolization, tying
Note, (579051), 7p, by Scott Ward pessimistic, most likely and optimistic arrangements, resale price maintenance,
scenarios that have to be defined. Can and vertical nonprice restraints. Other
503S12 be used to expose students in an issues include product liability,
Title: Zenith: Marketing Research for introductory marketing management enforceability of license terms in an
High Definition Television (HDTV), course to various marketing research unsigned "shrink-wrap" agreement, and
Spanish Version methods available to assess consumer restrictions on promotional practices.
Author(s): Sultan, Fareena preferences for new products and Geographic Setting: London
Publication Date: 10/17/1990 innovations. In particular it exposes Industry Setting: Electronics industry
Revision Date: 07/24/1991 students to conjoint analysis' Gross Revenues: $27 billion revenues
Product Type: LACC Case methodology. Also allows students an Subjects: Antitrust laws; Computer
Abstract: Managers at Zenith must opportunity to assess the situation facing industry; Electronics; International
decide what marketing research, if any, Zenith and explore forecasting marketing marketing; Legal aspects of business;
needs to be done now in order to assess potential via scenario analysis. Marketing strategy; Product liability
market potential and consumer Geographic Setting: United States Length: 7p
preference for a technological Industry Setting: Television Supplementary Materials: Teaching
innovation, high definition television Company Size: Fortune 500 Note, (M287T), 36p, by Constance E.
(HDTV) that is yet to be introduced. The Subjects: Forecasting; High technology Bagley, Gary E. Bacher
case describes various marketing products; Innovation; Market research;
research options available to Zenith in Product introduction 584120
August 1990. In particular managers Length: 22p Title: Ziptronics, Inc.
have to decide whether to conduct a Supplementary Materials: Teaching Author(s): Cady, John F.; Glover,
study to examine consumer preferences Note, (591109), 21p, by Fareena Sultan Katherine
for the wider screen format of HDTV. Publication Date: 04/09/1984
They also need to forecast HDTV C9909D Product Type: Case (Gen Exp)
demand from 1992-2000 under Title: Zeroing in on What Customers Abstract: Focuses on how to deal with
pessimistic, most likely and optimistic Really Want the suspected theft of proprietary
scenarios that have to be defined. Can Author(s): Smith, Douglas information by an employee of a small
be used to expose students in an Publication Date: 09/01/1999 computer components manufacturer.
introductory marketing management Product Type: Harvard Management Outlines the protection provided by law
course to various marketing research Communication Letter Article regarding patents, copyright, and trade
methods available to assess consumer Abstract: Recent research on human secrets. It should be used with Note on
preferences for new products and motivation--self-determination theory-- Protecting Trade Secrets.
innovations. In particular it exposes can be applied to sales presentations Geographic Setting: United States
students to conjoint analysis' and the decision to purchase. Self- Industry Setting: Electronic
methodology. Also allows students an determination theory focuses on intrinsic components
opportunity to assess the situation facing motivation, which requires that three Company Size: small
Zenith and explore forecasting marketing psychological needs must be met for a Gross Revenues: $6 million sales
potential via scenario analysis. person to be intrinsically motivated to Subjects: Computer industry; Legal
Geographic Setting: United States act: competence, autonomy, and aspects of business; Patents;
Industry Setting: Television relatedness. This article shows you how Technology
Company Size: Fortune 500 to meet these needs when making sales Length: 15p
Subjects: Forecasting; High technology presentations. Includes a box entitled
products; Innovation; Market research; "What do you do when the curtain goes 506S22
Product introduction up?" which provides a five-point exercise Title: Zucamor S.A.: Global Competition
Length: 25p for being comfortable in front of your in Argentina, Spanish Version
audience. Author(s): Rangan, V. Kasturi
591025 Subjects: Consumer behavior; Publication Date: 06/03/1999
Title: Zenith: Marketing Research for Consumer marketing; Sales strategy Product Type: LACC Case
High Definition Television (HDTV) Length: 2p Abstract: Describes the evolution of
Author(s): Sultan, Fareena List Price: $4.50 Zucamor and its business strategy,
Publication Date: 10/17/1990 particularly after the opening of the
Revision Date: 07/24/1991 M287 Argentine economy in 1992 and 1993.
Product Type: Case (Field) Title: Zeus Electronics Traces the action that led to its
Abstract: Managers at Zenith must Author(s): Bagley, Constance E.; association with U.S. paper giant Union
decide what marketing research, if any, Bacher, Gary E. Camp. Poses some of the critical
needs to be done now in order to assess Publication Date: 08/01/1996 challenges faced by the company's new
management. have presented a number of pressures 302021

Geographic Setting: Argentina that challenge that vision. Title: ePhysician
Industry Setting: Paper industry Geographic Setting: Global Author(s): Herzlinger, Regina E.;
Gross Revenues: $60 million revenues Industry Setting: Internet & online Clouse, Grady; Koundinya, Gayathri
Subjects: NO services industries Publication Date: 09/21/2001
SUBJECTS(KEYWORDS) Company Size: start-up Revision Date: 04/21/2005
Length: 25p Number of Employees: 200 Product Type: Case (Field)
Year New: 2007 Gross Revenues: $15 million revenues Abstract: Dr. Stuart Weisman, CEO of
Subjects: Entrepreneurial management; ePhysician, creator of a hand-held
599096 Globalization; International marketing; device for entering prescriptions and
Title: Zucamor S.A.: Global Internet capturing changes, wonders whether his
Competition in Argentina Length: 25p marketing strategy is appropriate.
Author(s): Rangan, V. Kasturi Although everyone agrees that the
Publication Date: 06/03/1999 9296 product is excellent, the sales results are
Revision Date: 04/23/2003 Title: eBrands: Building an Internet meager to date.
Product Type: Case (Field) Business at Breakneck Speed Geographic Setting: Mountain View,
Abstract: Describes the evolution of (Hardcover) CA
Zucamor and its business strategy, Author(s): Carpenter, Phil Industry Setting: Health care industry;
particularly after the opening of the Publication Date: 04/18/2000 Managed care; Pharmaceutical industry
Argentine economy in 1992 and 1993. Product Type: HBS Press Book Company Size: start-up
Traces the action that led to its Abstract: While scores of books have Number of Employees: 64
association with U.S. paper giant Union promoted various Internet marketing Subjects: Entrepreneurship; Health
Camp. Poses some of the critical tactics and Web site design rules, none care; Information technology; Marketing
challenges faced by the company's new has provided the necessary strategic strategy; Pharmaceuticals; Software
management. context in which true eBrand builders Length: 18p
Geographic Setting: Argentina make names for themselves. Through NEW
Industry Setting: Paper industry thoughtful analysis of the overall
Gross Revenues: $60 million revenues marketing strategies of six Web 509015
Subjects: Alliances; Globalization; innovators--Yahoo!, CDNow, iVillage, Title: elBulli: The Taste of Innovation
International marketing; South America; Onsale, Barnesandnoble.com, and Author(s): Villanueva, Julian; Norton,
Strategic market planning Fogdog Sports--veteran Silicon Valley Michael; Wathieu, Luc
Length: 23p marketing executive Phil Carpenter Publication Date: 07/30/2008
Supplementary Materials: Teaching takes a hard look at how companies Revision Date: 03/02/2009
Note, (502049), 9p, by V. Kasturi develop powerful Internet brands. Product Type: Case (Field)
Rangan Carpenter takes readers backstage in Abstract: Ferran Adria, chef at elBulli,
his in-depth interviews with more than the highest-ranked restaurant in the
C0005F forty company executives and industry world for two consecutive years, faces
Title: Zyman on Marketing experts. Recounting the successes, two related decisions. First, Adria and
Author(s): Zyman, Sergio; Bierck, failures, and fears of eBrand pioneers, his team must continue to develop new
Richard the author assesses the opportunities and different dishes for the ground-
Publication Date: 05/01/2000 and vulnerabilities of his case study breaking cuisine at elBulli to guarantee a
Product Type: Harvard Management companies compared to those of their continuous stream of innovation, the
Communication Letter Article on- and offline competitors. His analysis cornerstone of the restaurant's success.
Abstract: Sergio Zyman, former chief shows how several "pure play" Internet In addition, they are also faced with the
marketing officer at the Coca-Cola Co. ventures have established brand challenge of growing the business,
and author of the recent book The End awareness and credibility, how an offline exploring whether the core concepts
of Marketing as We Know It, offers some leader has boldly asserted itself in this from elBulli--this "taste of innovation"--
advice on product positioning and new medium, and how a start-up has can be applied to domains ranging from
consumer research. battled to distinguish its brand among consulting to fast food. The case walks
Subjects: Communication; Interviews; the many deeper-pocketed players. For readers through an evening at elBulli, by
Marketing strategy anyone with a stake in ebusiness--from using the rave reviews of former patrons
Length: 2p CEOs to entrepreneurs, from marketers to capture the full experience, from the
List Price: $4.50 to customer service and PR specialists, long trip required to get to the restaurant,
and from venture capitalists to financial to the tour, to descriptions of the meal
analysts--eBrands will prove an essential itself.
501014
guide to creating truly durable brands. Geographic Setting: Spain
Title: beenz.com: Building "The Web's
Subjects: Brand equity; Brand Industry Setting: Restaurant industry
Currency" Into a Global Business
management; Brands; Consumer Number of Employees: 60
Author(s): Arnold, David J.
marketing; Electronic commerce; High Event Year Start: 2007
technology; Internet; Marketing Event Year End: 2007
implementation; Marketing management; Subjects: NO
Abstract: Beenz.com, an incentive-
Marketing mixes; Marketing planning; SUBJECTS(KEYWORDS)
based Web currency and customer
Marketing strategy; New economy; Length: 21p
management tool, is reassessing its
Strategic market planning
business in August 2000, one year after
Length: 320p 509S01
launch. The original vision was to make
List Price: $25.95 Title: elBulli: The Taste of Innovation
the currency globally available and
recognized. However, the company's Author(s): Villanueva, Julian; Norton,
rapid internationalization and growth Michael; Wathieu, Luc
Publication Date: 07/30/2008 Geographic Setting: Hong Kong approaches are considered: build the
Revision Date: 08/11/2008 Industry Setting: Television brand through banner ads and mass
Product Type: LACC Case Subjects: Asia; Marketing strategy; media and develop a proprietary list of
Abstract: Ferran Adria, chef at elBulli, Telecommunications motivated consumers; or build a
the highest-ranked restaurant in the Length: 22p network of partner web sites and have
world for two consecutive years, faces Supplementary Materials: Teaching them outsource their permission
two related decisions. First, Adria and Note, (HKU129), 6p, by Ali F. marketing to yesmail.com. The second
his team must continue to develop new Farhoomand, Eva Chang solution would imply sharing 50% of
and different dishes for the ground- revenues with the partners, which
breaking cuisine at elBulli to guarantee a 500092 conflicts with Tolmie's revenue growth
continuous stream of innovation, the Title: yesmail.com objective. Additional issues include how
cornerstone of the restaurant's success. Author(s): Wathieu, Luc to raise the value proposition to
In addition, they are also faced with the Publication Date: 03/22/2000 members, and how to price the services
challenge of growing the business, Revision Date: 09/05/2000 of yesmail.com.
exploring whether the core concepts Product Type: Case (Field) Geographic Setting: Chicago, IL
from elBulli--this "taste of innovation"-- Abstract: David Tolmie wants Industry Setting: Advertising industry;
can be applied to domains ranging from yesmail.com to become a leader in Internet & online services industries
consulting to fast food. The case walks "permission marketing." Yesmail sends Number of Employees: 71
readers through an evening at elBulli, by clients promotional e-mail messages to Gross Revenues: $4.6 million revenues
using the rave reviews of former patrons targeted consumers who said "yes" Subjects: Advertising; Direct marketing;
to capture the full experience, from the when asked whether they wished to Electronic commerce; Entrepreneurship
long trip required to get to the restaurant, receive promotional offers in a set of Length: 16p
to the tour, to descriptions of the meal categories of interest. Tolmie sets out to
itself. build a large membership base quickly,
Geographic Setting: Spain so as to be able to convince major
Industry Setting: Restaurant industry clients to work with him. Two
Number of Employees: 60 approaches are considered: build the
Event Year Start: 2007 brand through banner ads and mass
Event Year End: 2007 media and develop a proprietary list of
Subjects: NO motivated consumers; or build a
SUBJECTS(KEYWORDS) network of partner Web sites and have
Length: 20p them outsource their permission
marketing to yesmail.com. The second
HKU128 solution would imply sharing 50% of
Title: iTV: Marketing Interactive revenues with the partners, which
Services conflicts with Tolmie's revenue growth
Author(s): Farhoomand, Ali F.; Chang, objective. Additional issues include how
Eva to raise the value proposition to
Publication Date: 01/01/2000 members, and how to price the services
Product Type: Case (Field) of yesmail.com.
Publisher: University of Hong Kong Geographic Setting: Chicago, IL
Abstract: The former Cable & Wireless Industry Setting: Advertising industry;
Hongkong Telecom (HKT) launched the Internet & online services industries
world's first commercial interactive Number of Employees: 71
television (iTV) service with a fanfare in Gross Revenues: $4.6 million revenues
March 1998. Nevertheless, its Subjects: Advertising; Direct marketing;
performance in the first two years of Electronic commerce; Entrepreneurship
operations had not lived up to the Length: 15p
company's expectations. Many still saw Supplementary Materials: Teaching
it as a traditional pay television service Note, (501028), 12p, by Luc Wathieu
instead of a multimedia interactive
service. Meanwhile, the company began 502S34
to shift the focus to its broadband Title: yesmail.com, Spanish Version
Internet service. In August 2000, HKT Author(s): Wathieu, Luc
was taken over by Pacific Century Publication Date: 03/22/2000
Cyberworks (PCCW). The main focus of Revision Date: 09/05/2000
PCCW was the Network of the World Product Type: LACC Case
(NOW) project, a convergence service of Abstract: David Tolmie wants
telecommunications, computing, and yesmail.com to become a leader in
television technologies independent of "permission marketing." Yesmail sends
the distribution platform. This case clients' promotional email messages to
describes the marketing efforts made by targeted consumers who said "yes"
HKT in the first two years of iTV's when asked whether they wished to
operation. It examines how, if possible, receive promotional offers in a set of
iTV could fit into the newly merged categories of interest. Tolmie sets out to
company, and outlines the initial build a large membership base quickly,
marketing strategy of NOW, a new so as to be able to convince major
digital convergence service. clients to work with him. Two
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Marketing 10/30/10 1

HKU243 SUBJECTS(KEYWORDS) 594024

Campbell, Daniel D. 575099 Communication strategy; Local

Supplementary Materials: Case Video, Geographic Setting: United States Becoming"

Bonoma, Karen A. Carlson Evolution of an Italian Design Factory 578198

general. As a result, most competition in this Product Type: Case (Field)

Revision Date: 04/14/2008 Product Type: Supplement (Field) 588078

Cespedes chooses licensing, there are many sub- Nathalie

Geographic Setting: Massachusetts industry operations across Eastern and Southern

channels; Electronic commerce; Internet strategy; International business; (598064) C-Car.

industry (Field), (508049), 6p, by David Godes; Author(s): Godes, David

Video 584149 is contemplating replacing an

Knoop, Carin-Isabel customer-centric operating model Information technology; Process

R0607H Author(s): Kashani, Kamran 583033

total.) Gross Revenues: $4 billion revenues States.

Product Type: CMR Article implementation: Strong brands are Length: 3p

Industry Setting: Apparel & textile marketing Length: 25p

UV0746 Abstract: The Brookfield personal marketing and how customers'

Revision Date: 11/01/2000 day-to-day execution of relationship executing close-to-the-customer goals?

adoption and diffusion, specifically, how BESTSELLER services.

Subjects: NO How Calgene reacts to these challenges Subjects: Consumer marketing;

The Case of the Pricing Predicament Subjects: NO 98603X

List Price: $150.00 Product Type: Case (Field) Southeast Asia

Product Type: Case (Field) 590088 Shapiro,

PA (590086) Chase Manhattan Bank (C): large multinational paint manufacturers.

strategy; Consumer goods; Consumer Penny Pittman 589093

Publication Date: 11/05/2003 Region, India--1993, Video a comprehensive launch plan.

C0202B experts for ways to improve business Revision Date: 09/22/1992

Gross Revenues: $7.3 billion sales Subjects: NO Publication Date: 04/14/1999

Susan research with first-hand understanding of

John Deighton consumption domain (e.g., customer Publisher: California Management

Pricing in the retailing of packaged goods has marketing; Textiles

578172 industrial pricing decision. Decisions Industrial markets; International

of its application in companies across Subjects: Customer relations; Customer Length: 2p

Fastener Division (B) Length: 26p Length: 12p

Length: 29p 506084 Revision Date: 01/27/2000

corporate image position of a major industry Takeuchi

508044 Subjects: NO management seeks to deliver sales and

503P02 Must be used with: (95A012) 504S01

List Price: $4.50 191210 stent: a device which props open a

Number of Employees: 100 confidence to enjoy wine like a true connoisseur!

BH192 Supplementary Materials: Teaching Year New: 2007

508074 594059 Product Type: Case (Field)

Subjects: Demand analysis; Innovation; analysis; Market segmentation Length: 18p

Company Size: start-up 375397 Advertising media; Fast food industry;

SUBJECTS(KEYWORDS) Author(s): Kumar, Nirmalya Product Type: Case (Field)

Length: 3p artifact around which compelling Note, (504006), 13p, by John T.

189118 Subjects: NO Subjects: NO

advertising, and the relative Supplementary Materials: Teaching 585054

point-of-purchase displays is presented Steven C. Publication Date: 08/31/1990

F0610E Year New: 2006 the greatest impact, it must be framed as

Youngme; Rodriguez-Farrar, Hanna Subjects: NO recommendations on the larger issues

HKU680 505070 Abstract: Contains numerical exhibits.

Takes: "Listening to Complaints from Length: 22p Length: 6 min

Publication Date: 10/11/1995 Length: 26p corporations; New product marketing;

compensation plan. It has eight sales 577176 Length: 16p

Geographic Setting: France Author(s): Buzzell, Robert D.; Nourse, R0506A

Length: 5p Publication Date: 09/13/1988 Avionics

Michael acquisition strategy that reflects a clear Year New: 2005

C0210B expendables (unnecessary or analysis of the results uncovered

Author(s): Shapiro, Benson P.; Wondering--Understanding the Minds of 597022

Length: 4p Describes the organization and Length: 20p

List Price: $6.95 kinds of strategies purchasing groups Length: 11p

devising a new promotional strategy. Christine Narayandas