Marketing

HKU243 Title: "Asia's World City": Hong Kong's New Identity Author(s): Yu, Julie; McCauley, Marissa; Khan, Shamza Publication Date: 01/15/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: .Discusses how Hong Kong is positioning itself as the gateway to China and as Asia's world city. The Hong Kong SAR government's (HKSARG) program Brand Hong Kong (BrandHK) uses the tagline "Hong Kong: Asia's world city." HKSARG has spent some U.S. $1.24 million of taxpayers' money on the branding program and it is important to measure its effectiveness. The public is somewhat confused about the messages displayed and the distinction from previous campaigns run by the Hong Kong Tourism Board (HKTB). The case highlights HKTB and its successful experience in marketing Hong Kong as a tourist destination and what BrandHK can learn from it. Also focuses on the HKSARG's attempt to market BrandHK with traditional marketing tools and how new marketing tools, such as the Internet, could and should be used. Geographic Setting: Hong Kong Subjects: Asia; Brand management; Brands; Market positioning; Marketing strategy Length: 12p Supplementary Materials: Teaching Note, (HKU244), 13p, by Julie Yu, Marissa McCauley, Shamza Khan NEW 509013 Title: (PRODUCT) RED (A) Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Case (Field) Abstract: Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases--of (RED)-branded products such as red iPods and phones--while also resulting in increased donations to the Global Fund. Geographic Setting: Africa; United States Number of Employees: 10 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (509014), 2p, by David Chen, Youngme Moon, Michael Norton 509014 Title: (PRODUCT) RED (B) Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (509013) (PRODUCT) RED (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 9438 Title: The 2002 HBR List: Don't Delight Your Customers Away (HBR Article Collection) Publication Date: 03/01/2002 Product Type: HBR OnPoint Collection Abstract: Customers--you can't live without them. But as some thinkers have recently maintained, you can't live with them, either. Indeed, an emerging school of thought contends that the frenzied desire to "delight the customer" has gone too far. R&D has invited customers into the innovation process. Marketing has wooed them into longterm relationships. Sales has coddled them with every conceivable service. Yet, customers aren't delighted. Why? The authors of this collection argue that companies are approaching customers the wrong way. According to one, companies should tease and tantalize consumers with creative marketing tactics rather than pander to them. Another author suggests a whole new approach to market research. The remaining authors recommend a more strategic approach to customer relationship management, or CRM. Taken together, these articles provide an up-to-date map to the real road to consumers' hearts. The three Harvard Business Review articles in this collection: "Torment Your Customers (They'll Love It)" by Stephen Brown (HBR reprint R0109E), "Turn Customer Input into Innovation" by Anthony Ulwick (HBR reprint R0201H), and "Avoid the Four Perils of CRM" by Darrell Rigby, Fred Reichheld, and Phil Schefter (HBR reprint R0202J). Subjects: Corporate strategy; Customer relations; Customer retention; Customer service; Customization; Market segmentation; Marketing strategy Length: 33p List Price: $17.95

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594024 Title: 21-Speed Gizmos, Inc. Author(s): Dhebar, Anirudh Publication Date: 08/12/1993 Revision Date: 06/17/1994 Product Type: Case (Gen Exp) Abstract: In this hypothetical case, 21Speed Gizmos, Inc., a manufacturer of electronic bicycle components for the serious cyclist, must decide what price to charge for a new product. Describes the product and includes cost and demand information available for making the pricing decision. Geographic Setting: California Industry Setting: Bicycle industry Subjects: Bicycles; Pricing; Product introduction Length: 2p 99A004 Title: 3M Chile: Health Care Products (A) Author(s): Deutscher, Terry H.; Campbell, Daniel D. Publication Date: 03/11/1999 Revision Date: 11/07/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Looking for a creative option to promote 3M products to medical professionals, a 3M Chile sales manager developed the idea of a first-aid kit or "botiquin" that could be used as a promotional gift. Managers at the company's world headquarters had not previously focused on branded first-aid kits. It was the same all over the world, a plain white box with the red cross in front. "You just can't brand a first-aid kit!" they replied. At the same time, the Chilean managers lacked the resources necessary for adequate market research. Should they go ahead with the botiquin concept anyway? If they did, questions such as channels, packaging, promotion, and pricing would still have to be addressed. Geographic Setting: Chile; United States Industry Setting: Health care industry Company Size: large Subjects: Distribution channels; International marketing; Market research; Medical supplies; South America Length: 17p Supplementary Materials: Supplement (Field), (99A005), 5p, by Terry H. Deutscher, Daniel D. Campbell; Teaching Note, (899A04), 11p, by Terry H. Deutscher, Daniel D. Campbell 99A005 Title: 3M Chile: Health Care Products (B) Author(s): Deutscher, Terry H.;

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Marketing
Campbell, Daniel D. Publication Date: 03/10/1999 Revision Date: 11/12/2002 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (99A004) 3M Chile: Health Care Products (A). Geographic Setting: South America Industry Setting: Medical supplies Subjects: Distribution channels; International marketing; Market research; Medical supplies; South America Length: 5p 373146 Title: 503 Rugby Road Author(s): Stevenson, Howard H.; Sexton, M.S.; Liverman, Thierry J. Publication Date: 11/01/1972 Revision Date: 06/19/1991 Product Type: Case (Field) Abstract: Discusses the idea generation and initial action steps of a landowner attempting to develop more dense usage of an attractive piece of residential property. Relates financial and market analysis. Geographic Setting: Virginia Industry Setting: Real estate Subjects: Financial analysis; Market research; Real estate Length: 17p Supplementary Materials: Teaching Note, (391221), 8p, by William J. Poorvu, Katherine Sweetman 504057 Title: 7-Eleven, Inc. Author(s): Bell, David E.; Hogan, Hal Publication Date: 12/04/2003 Revision Date: 01/27/2004 Product Type: Case (Field) Abstract: Can 7-Eleven United States replicate the successful experience of 7Eleven Japan in selling fresh foods through convenience stores? Describes the Japanese system and shows the steps the company is taking to try to achieve the same success in the United States. Geographic Setting: Japan; United States Industry Setting: Convenience store industry; Retail industry Gross Revenues: $10 billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Agribusiness; Food; Global Research Group; Retailing Length: 30p Supplementary Materials: Teaching Note, (505067), 4p, by David E. Bell Year New: 2004 575099 Title: 911 Emergency Number in New York (A) Author(s): Lovelock, Christopher H.; Kahn, Jeffrey S. Publication Date: 04/01/1975 Revision Date: 11/01/1979 Product Type: Case (Library) Abstract: The communications center at police headquarters in New York City is being flooded by calls to the "911" emergency number. More than half the calls are not true emergencies and are slowing police response time to genuine emergencies. Mayor Lindsay and the Police Department decide that an educational campaign is needed to discourage inconsequential use of "911." Students are expected to design such a campaign. Geographic Setting: New York, NY Subjects: Advertising strategy; Communication strategy; Local government; Nonprofit marketing Length: 8p Supplementary Materials: Supplement (Library), (575100), 3p, by Christopher H. Lovelock, Jeffrey S. Kahn; Supplement (Library), (576259), 2p, by Christopher H. Lovelock 575100 Title: 911 Emergency Number in New York (B) Author(s): Lovelock, Christopher H.; Kahn, Jeffrey S. Publication Date: 04/01/1975 Revision Date: 01/01/1980 Product Type: Supplement (Library) Abstract: Describes the educational campaign developed to reduce nonemergency calls to "911" in New York City. Must be used with: (575099) 911 Emergency Number in New York (A). Subjects: Advertising strategy; Communication strategy; Local government; Nonprofit marketing Length: 3p 576259 Title: 911 Emergency Number in New York (C) Author(s): Lovelock, Christopher H. Publication Date: 06/30/1976 Revision Date: 01/01/1980 Product Type: Supplement (Library) Abstract: Sequel to 911 Emergency Number in New York (A) and (B). Set two years after the (A) and (B) cases, describes the situation in 1975, by which time the educational campaign promoting proper use of "911" has been discontinued and nonemergency calls are rising again. Must be used with: (575099) 911 Emergency Number in New York (A). Subjects: Advertising strategy;

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Communication strategy; Local government; Nonprofit marketing Length: 2p UV0406 Title: A Practical Guide to Conjoint Analysis Author(s): Wilcox, Ronald T. Publication Date: 08/26/2003 Product Type: Case (Field) Abstract: This note provides an overview of conjoint analysis. It shows how to interpret standard conjointanalysis output and the uses of that output. It provides several examples of how output can be converted to managerially useful information. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007

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504053 Title: ABS Global Author(s): Bell, David E.; Hogan, Hal; Porraz, Jose Miguel Publication Date: 10/06/2003 Product Type: Case (Field) Abstract: ABS Global is considering an acquisition in Australia. Efficient production and distribution is becoming more difficult as it becomes global. Yet trade restrictions and local preferences for its product, bull semen, dictate that ABS come up with a new way to conceptualize its go-to-market strategy. Geographic Setting: Global Industry Setting: Agribusiness; Agriculture industry Event Year Start: 2003 Event Year End: 2003 Subjects: Acquisitions; Agribusiness; Agriculture; Globalization; Marketing strategy; Small business Length: 18p Supplementary Materials: Teaching Note, (504076), 5p, by David E. Bell Year New: 2004 505057 Title: ACHAP (African Comprehensive HIV/AIDS Partnerships): The Merck/Gates Initiative in Botswana Author(s): Rangan, V. Kasturi Publication Date: 06/30/2005 Revision Date: 03/26/2007 Product Type: Color Case Abstract: By June 2004, ACHAP, a three-way partnership of The Bill and Melinda Gates Foundation, Merck, and the Botswana government, had committed nearly $60 million of the $100 million toward various AIDS education, prevention, and treatment programs. It was time to evaluate the success of the program and make strategic shifts, if necessary, looking forward to the future. Includes color exhibits.

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Marketing
Geographic Setting: Botswana Industry Setting: Health care industry Gross Revenues: $50 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p HKU664 Title: The AIA-JF Green Fund-Differentiation in Funds Market Author(s): Chan, Ricky; Tang, Amy Publication Date: 09/14/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The Mandatory Provident Fund ("MPF") was established in December 2000 in Hong Kong to provide a formal, government-supervised retirement protection vehicle for the local population. As a major MPF service provider, AIA-JF made a revolutionary move in launching the first socially responsible investment ("SRI") fund, the Green Fund, in the MPF market. SRI was a relatively new concept in Hong Kong, though it had been growing rapidly in the U.S. and Europe since the mid-1980s. In the first year of its launch, the Green Fund attracted US$5 million, as targeted. However, the company had to quadruple the fund size to US$20 million in three years' time with economically viable marketing approaches. Illustrates the special characteristics of marketing investment products, particularly in target market selection, and allows students the opportunity to recommend marketing strategies targeted at corporate and individual consumers. Geographic Setting: Hong Kong Industry Setting: Asset management Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: Teaching Note, (HKU665), 6p, by Ricky Chan, Amy Tang Year New: 2007 582085 Title: AT&T -- Long Lines Department Charter Financial Corp. Author(s): Bonoma, Thomas V.; Mehr R Publication Date: 12/06/1981 Revision Date: 11/16/1983 Product Type: Case (Field) Abstract: Mr. Chris Johnson, national account manager for AT&T, has inherited a national account which has just doubled its size by acquiring another firm. The parent account, Charter Financial Corp., has had an uneven relationship with Bell and Mr. Johnson's predecessor. The new acquisition, Allison Insurance, is much more favorable than Charter towards Bell, but must be integrated into the Charter telecommunications structure. Mr. Johnson must reorganize and restaff his team. Once developed, he must plan for an account meeting with Charter in three weeks. May be used with AT&T -- Long Lines Department National Account Selling (A) as a "five-years later" look at AT&T's national account program. Geographic Setting: United States Industry Setting: Telecommunications industry Gross Revenues: $46 billion assets Subjects: Marketing implementation; Marketing organization; Reorganization; Sales management; Telecommunications Length: 21p Supplementary Materials: Teaching Note, (583142), 20p, by Thomas V. Bonoma 578119 Title: AT&T -- Long Lines Department National Account Selling (A) Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 02/01/1978 Revision Date: 09/05/1986 Product Type: Case (Field) Abstract: Michael Murphy, a national account manager for Long Lines and head of a large team, has learned of a prospective competitive inroad in one of his six divisions. He must develop a short- and long-term response. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 16p Supplementary Materials: Supplement (Field), (581032), 5p, by Thomas V. Bonoma, Benson P. Shapiro; Supplement (Field), (581033), 2p, by Thomas V. Bonoma, Benson P. Shapiro; Supplement (Field), (581034), 1p, by Thomas V. Bonoma, Benson P. Shapiro; Teaching Note, (583140), 48p, by Thomas V. Bonoma 581032 Title: AT&T -- Long Lines Department National Account Selling (B) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/01/1980 Revision Date: 07/01/1981 Product Type: Supplement (Field) Abstract: Depicts a meeting between AMC management and national account representatives from the Bell Telephone System. Richard Gordon and Michael

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Murphy, along with RAM Paul Johnson (Dallas) and A.E. Griggin (Mountain Bell) attend a meeting with Reed Oberon (AMC's corporate communications manager), Thomas Quils (AMC's divisional communications manager for the Dallas microelectronics division), and Richard DeCarlo, chairman of AMC's corporate distribution study committee. Must be used with: (578119) AT&T -Long Lines Department National Account Selling (A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 5p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 581033 Title: AT&T -- Long Lines Department National Account Selling (C) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/01/1980 Revision Date: 07/01/1981 Product Type: Supplement (Field) Abstract: Presents a demonstration scenario in which Bell hears a presentation of what Bell is about, the functions of the account team, certain issues relative to AMC's management needs, and also, information on the DIMENSION equipment. Must be used with: (578119) AT&T -- Long Lines Department National Account Selling (A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 2p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 581034 Title: AT&T -- Long Lines Department National Account Selling (D) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/06/1980 Revision Date: 10/31/1983 Product Type: Supplement (Field) Abstract: Presents the text of a letter from Leon Gradowski, AMC's vicepresident in charge of information systems, to Richard Gordon following the meeting between Bell's national account team and AMC. Must be used with: (578119) AT&T -- Long Lines Department National Account Selling

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Marketing
(A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 1p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 580146 Title: AT&T Long Lines (B), Telemarketing: Introduction to Video 1 Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 06/01/1980 Revision Date: 12/01/1980 Product Type: Supplement (Field) Abstract: An introduction to videotape (9-880-510). Must be used with: (880510) AT&T Long Lines, Telemarketing, Video 1: Executive Interviews. Industry Setting: Telecommunications industry Subjects: Communication strategy; Direct marketing; Management philosophy; Marketing strategy; Sales promotions; Strategy implementation; Telecommunications Length: 2p 581082 Title: AT&T Long Lines (D), Telemarketing: Introduction to Video 3 Author(s): Shapiro, Benson P. Publication Date: 02/01/1981 Product Type: Supplement (Field) Abstract: Introduces videotape (9-881513). Must be used with: (881513) AT&T Long Lines, Telemarketing, Video 3. Industry Setting: Telecommunications industry Subjects: Communication strategy; Direct marketing; Management philosophy; Marketing strategy; Sales promotions; Telecommunications Length: 2p 580145 Title: AT&T Long Lines: Marketing Telemarketing (A) Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 05/01/1980 Revision Date: 09/18/1985 Product Type: Case (Field) Abstract: The vice president for marketing at AT&T Long Lines faced several decisions related to generating primary demand for telephone services used in marketing applications. Involves the analysis of complex buyer behavior and the development of a major communications program. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Subjects: Communication strategy; Consumer behavior; Marketing strategy; Sales promotions; Telecommunications Length: 17p Supplementary Materials: Teaching Note, (581157), 22p, by John A. Quelch 580068 Title: AT&T Long Lines: WATS Pricing Study Author(s): Jackson, Barbara B. Publication Date: 12/06/1979 Revision Date: 02/10/1981 Product Type: Case (Field) Abstract: AT&T must set new prices for WATS (Wide Area Telephone Service). The Marketing Sciences Group at AT&T Long Lines has developed a computerized model for evaluating possible choices. The case describes the model and gives model results for three possible price schedules. Geographic Setting: United States Industry Setting: Telephone industry Company Size: large Gross Revenues: $16 billion revenues Subjects: Communications industry; Models; Pricing strategy; Services; Telecommunications Length: 25p 596013 Title: AT&T USADirect In-Language Service: India Author(s): Quelch, John A. Publication Date: 12/05/1995 Product Type: Case (Field) Abstract: AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, inlanguage international telephone service from India. Geographic Setting: India Industry Setting: Telecommunications industry Subjects: Communications industry; Demand analysis; International marketing; Product development Length: 13p Supplementary Materials: Teaching Note, (500107), 3p, by John A. Quelch 501061 Title: Abgenix and the XenoMouse Author(s): Dolan, Robert J. Publication Date: 01/09/2001 Product Type: Case (Field) Abstract: Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must

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decide whether to sell the product development program to a large pharmaceutical company or to enter into a joint venture to push the product ahead. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 150 Gross Revenues: $12 million revenues Subjects: Alliances; Biotechnology; Innovation; Marketing strategy; New product marketing; Product planning & policy Length: 14p Supplementary Materials: Teaching Note, (503046), 14p, by John T. Gourville SMR167 Title: Achieving the Ideal Brand Portfolio Author(s): Hill, Sam; Ettenson, Richard; Tyson, Dane Publication Date: 01/01/2005 Product Type: SMR Article Abstract: To optimize a portfolio of brands, companies can use a step-bystep approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into different categories: power (a brand that needs to be defended ferociously and deployed judiciously), sleeper (a brand that with a little fast tracking can build into a power brand), slider (a valuable brand that has lost momentum, is slipping backwards, and needs immediate intervention to prevent meltdown), soldier (a solid brand that contributes quietly without the need for much management attention), black hole (a brand that sucks up resources and may or may not ever pay out), rocket (a brand that is on its way to power-brand status), wallflower (a small, underappreciated brand with very loyal customers, often underpriced and undermarketed), and discard (a brand that should have been mothballed years ago). Companies can then tie together the objectives for each brand into an overall plan, which will include brand architecture and resource allocation. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 575129 Title: Active Detergent

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Marketing
Author(s): Star, Stephen H. Publication Date: 06/20/1975 Revision Date: 04/21/1983 Product Type: Case (Library) Abstract: A large manufacturer of private label detergents seeks to enter into a $1 billion detergent market with an unadvertised "national" brand that is to be positioned between the national brands and the private labels. The three large companies that have more than 90% collectively of the U.S. detergents industry spent more than $150 million on advertising and promotion in 1974. Geographic Setting: United States Industry Setting: Soap & detergent industry Gross Revenues: $30 million sales Subjects: Advertising strategy; Customer relations; Household products; Public relations; Retailing Length: 15p 590105 Title: Ad Council's AIDS Campaign (A): Advertising Strategy Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 01/21/1993 Product Type: Case (Field) Abstract: Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make the word "condom" acceptable to the TV networks as condom use can prevent the spread of the HIV virus. The case gives a brief explanation of the disease and the reasons why Ad Council felt this campaign was necessary. Also outlines the target groups selected and basic strategy. The primary question is "How will this campaign get media approval?" Geographic Setting: New York, NY Industry Setting: Advertising industry Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 19p Supplementary Materials: Supplement (Field), (590106), 9p, by V. Kasturi Rangan, Janet Montgomery; Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891502), 7 min, by Ad Council 590106 Title: Ad Council's AIDS Campaign (B): Program Adoption Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 04/08/1992 Product Type: Supplement (Field) Abstract: The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. Must be used with: (590105) Ad Council's AIDS Campaign (A): Advertising Strategy. Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 9p Supplementary Materials: Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891502), 7 min, by Ad Council 891502 Title: Ad Council's Campaign Against AIDS, Video Author(s): Ad Council Publication Date: 08/15/1990 Product Type: Case Video Abstract: Presents the commercials (advertisements) to counter AIDS in the United States. Must be used with: (590106) Ad Council's AIDS Campaign (B): Program Adoption; (590105) Ad Council's AIDS Campaign (A): Advertising Strategy. Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 7 min List Price: $150.00 CMR401 Title: Ad Lib: When Customers Create the Ad Author(s): Pitt, Leyland; Berthon, Pierre R.; Campbell, Colin Publication Date: 08/01/2008 Product Type: Case (Field) Publisher: California Management Review Abstract: Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the exclusive control of the firm, ads now express a myriad of different voices. Some ads are subversive, others laudatory, but the fact remains that the firm is no longer in exclusive control of the message. Using a number of high

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profile cases, this article explores the motivations that drive consumers to create their own ads and develops a typology of the ads created. It develops a model for the various strategic stances that a firm can adopt in response to this phenomenon so that managers can anticipate and thus deal more effectively with some of the extreme consequences of liberated advertising. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p 90113 Title: Ad Spending: Growing Market Share Author(s): Schroer, James C. Publication Date: 01/01/1990 Product Type: Harvard Business Review Article Abstract: Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures are relatively stable and changes in market share are small. To gain ground in market share, a competitor has to launch a huge ad campaign for a sustained period that outspends the biggest rival by at least 100%. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Market share; Marketing management Length: 5p 90108 Title: Ad Spending: Maintaining Market Share Author(s): Jones, John Philip Publication Date: 01/01/1990 Product Type: Harvard Business Review Article Abstract: Accuracy in manufacturers' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand's market share compared with its share of voice (its share of the total value of the main media exposure in that product category). The interrelationship between market share and share of voice is not usually considered when determining ad budgets. Industry Setting: Advertising industry Subjects: Advertising; Advertising strategy; Brands; Market share; Marketing management Length: 6p 6284BC Title: Adapt the Master Brand to Silo Markets: Developing a Master Brand Strategy Author(s): Aaker, David Publication Date: 10/21/2008

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Marketing
Product Type: HBS Press Chapter Abstract: Standardizing the brand and supporting marketing programs across all silos of an organization facilitates consistency in look, feel, and message. In addition, the chances of creating synergistic marketing programs will be enhanced, and the organization will be more likely to rally around the brand promise. However, there are situations in which a standardized brand is not optimal or even feasible because it cannot deliver a winning position in a silo market. In that case, there needs to be a process to adapt a master brand so that it has traction in each silo market while maintaining consistency to its core values. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 84206 Title: Adapting Products to LDC Tastes Author(s): Hill JS; Still RR Publication Date: 03/01/1984 Product Type: Harvard Business Review Article Abstract: A survey of 61 subsidiaries of consumer packaged goods manufacturers operating in 22 less developed countries shows why and how MNCs often modify the products they transfer from their home markets in developed countries to the foreign markets of LDCs. Some of these changes are mandated by the legal and economic requirements of local marketplaces. Changes in measurement units, package sizes, and labeling often fall into this category. Other changes, in characteristics like package aesthetics, constituents, packaging protection, usage instructions, and brand names are optional but recommended. Making them will suit the product to the local market. Industry Setting: Consumer products Subjects: Consumer goods; Developing countries; International marketing; Product management; Product planning & policy Length: 10p 586163 Title: Adelie Corp. (A1) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Sales of Adelie Corp.'s marketing and sales software have totaled only 30% of plan during the first four months of 1985. The company has reached the end of its venture capital backing, and the company president must provide the investors with "a realistic and implementable marketing strategy" before he can obtain additional capital. Adelie's president is faced with a choice of three very different plans proposed by: 1) the venture capitalists, 2) the vice president of special projects, and 3) the vice president of product development. Each plan has major implications for the company's product policy, pricing, sales strategy, and overall market potential. Designed for use with Note on Marketing and Sales Productivity Systems. The teaching objectives are to introduce students of industrial marketing to the market selection and product policy issues faced by a start-up computer software company and to introduce students to the concept of marketing and sales productivity systems, such as the system developed and sold by Adelie. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 27p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz 586166 Title: Adelie Corp. (A2) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Sales of Adelie Corp.'s marketing and sales software have totaled only 30% of plan during the first third of 1985. The president must provide investors with "a realistic and implementable marketing strategy" before obtaining additional capital. He is faced with a choice of three very different plans proposed by: 1) the venture capitalists, 2) the vice president of special projects, and 3) the vice president of product development. Each has major implications for the company's product policy, pricing, sales strategy, and overall market potential. Teaching objectives are to introduce students to the market selection and product policy issues faced by a start-up computer software company and to the concept of marketing and sales productivity systems such as that developed and sold by Adelie. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection;

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Marketing information systems; Marketing strategy; Product planning & policy Length: 29p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz

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586164 Title: Adelie Corp. (B) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Adelie's president selects one of the marketing plans and presents a monthly expense budget to the venture capitalists. The investors, however, agree to provide only part of the requested funds. Three days later, the vice president of product development announces his intention to leave the company. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 2p Supplementary Materials: Supplement (Field), (586165), 1p, by Rowland T. Moriarty Jr., Gordon Swartz; Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz 586165 Title: Adelie Corp. (C) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Supplement (Field) Abstract: Describes Adelie's sales progress subsequent to the events in the (B) case. Must be used with: (586164) Adelie Corp. (B). Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 1p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz UV0317 Title: Adios Junk Mail Author(s): Parry, Mark; Fitzgerald, Janet Publication Date: 05/19/1998 Product Type: Case (Field) Abstract: Executives at this Internetbased company evaluate the results of a pricing survey to decide what changes to

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Marketing
make, if any, to the annual fee charged for the company's junk mail elimination services. Founded in 1996, Adios Junk Mail provides comprehensive elimination of unwanted direct-marketing solicitations. Clients select what types of direct marketing they want stopped. Once a month, the company generates a list of customers and their elimination preferences. It then mails the list to direct-mail companies, telemarketers, and database companies, requesting that the customers' names be suppressed. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (UV0318), 9p, by Mark Parry Year New: 2007 CMR283 Title: Advance Selling for Services Author(s): Shugan, Steven M.; Xie, Jinhong Publication Date: 05/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Advance selling can be profitable when consumers are uncertain about their future consumption state. At the time of consumption, that uncertainty is resolved, but buyer states still remain unobservable to sellers. Consequently, buyer and seller information is symmetric in advance but asymmetric at consumption (i.e., sellers have an informational disadvantage in the consumption period relative to the advance period). Therefore, sellers can profit from transacting in the advance period when they are at less of a disadvantage. New technologies (e.g., biometrics, electronic tickets, smart cards, online prepayments, and new ecommerce technologies) also enhance the profitability of advance selling by lowering advance-selling costs and restraining arbitrage. Subjects: Consumer behavior; Consumer marketing; Customer relations; Services Length: 19p Year New: 2004 BAB001 Title: Advanced Visual Systems Author(s): Lawler, William; Matsuno, Ken; Wylie, David Publication Date: 06/15/1999 Product Type: Case (Field) Publisher: Babson College Abstract: The new president is faced with bringing the company out of the doldrums. He must choose what vertical markets to pursue, what resources will be required, what organizational changes must be made, and what operational adjustments must be made better to meet the needs of current and future customers. Geographic Setting: Waltham, MA Industry Setting: Software industry Number of Employees: 105 Gross Revenues: $18 million revenues Subjects: Distribution channels; Market segmentation; Marketing strategy; Organizational design; Product development; Resource allocation; Software industry; Strategic market planning Length: 12p 4856BC Title: Advancing the Myth: Sustaining an Iconic Brand Over Time Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Even the most successful iconic brands routinely stumble when it comes to managing a brand myth so that it remains vital for many years. To extend a powerful myth, the brand's communications must steer a path between two traps: milking the myth to capitalize on its popularity, and abandoning the myth entirely to pursue the next big trend. Subjects: NO SUBJECTS(KEYWORDS) Length: 23p List Price: $6.95 Year New: 2007 2801 Title: Advertising Advantage (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: This paperback collection of Harvard Business Review articles demonstrates that beneath the glamor of advertising, there's the grit of hard-nosed management. Selections include articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that work. HBR paperbacks are regularly revised with recent articles. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Advertising strategy; Marketing implementation; Marketing strategy Length: 73p List Price: $19.95 593062 Title: Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign

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Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/24/1992 Revision Date: 04/11/1995 Product Type: Case (Field) Abstract: In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis. The Environmental Federation approached the Advertising Council in New York to develop an advertising campaign to motivate individuals and businesses to modify their actions to restore and protect the environment. The case details three phases of campaign development: research, strategy, and execution. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Environmental protection; Nonprofit organizations; Social enterprise Length: 17p Supplementary Materials: Teaching Note, (596104), 5p, by V. Kasturi Rangan; Case Video, (593516), 16 min, by V. Kasturi Rangan 593061 Title: Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/23/1992 Revision Date: 06/01/1994 Product Type: Case (Field) Abstract: As of 1992, the United States had one of the lowest voter turnouts of western democratic nations (57.4% at the 1988 presidential elections). The case describes the development process for the 1992 campaign with a specific emphasis on strategy execution. Presents story boards of various campaign proposals. Students are asked to evaluate the executions. Teaching Purpose: To help students understand the process of converting general advertising strategy to concrete execution, which includes creative as well as copy development. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Advertising strategy; Nonprofit organizations; Social enterprise Length: 17p

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Supplementary Materials: Case Video, (593515), 4 min, by V. Kasturi Rangan 593060 Title: Advertising Council Teen Alcoholism Campaign: Research and Strategy Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/24/1992 Revision Date: 06/22/1993 Product Type: Case (Field) Abstract: Documents research aimed at curbing teen alcohol consumption. The three objectives for the campaign were all designed to interrupt a teen's thought process regarding alcohol consumption. Based on quantitative, as well as qualitative analyses, the Ad Council campaign team recommends a positioning strategy. Students are required to discuss its merits. Teaching Purpose: Gives students an understanding of how to construct advertising strategies from research data. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Advertising strategy; Market research; Nonprofit organizations; Social enterprise Length: 31p 593059 Title: Advertising Council: Corporate Strategy Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/23/1992 Revision Date: 03/28/1997 Product Type: Case (Field) Abstract: Documents the formation and growth of the Advertising Council, a nonprofit agency headquartered in New York. The Ad Council, with close to $1 billion in advertising placements, was the single largest originator of Public Service Announcements (PSA) in 1992. But its share and influence in the PSA market had rapidly declined in the last decade. Poses the question of how its corporate strategy should be realigned in the face of a changing environment. Raises issues of fund-raising, client management, and social cause advertising, client management, and social cause of advertising. Teaching Purpose: To expose students to the workings of a nonprofit advertising organization, and to enable them to understand what it takes to construct a strategy plan. Analyses of customers, competitors, partners, and donors are integral to developing a plan of action. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising; Advertising strategy; Corporate strategy; Nonprofit organizations; Social enterprise Length: 20p Supplementary Materials: Case Video, (593513), 34 min, by V. Kasturi Rangan 594124 Title: Advertising and Promotion Management, Fourth Edition, Video Index Author(s): Quelch, John A. Publication Date: 04/25/1994 Product Type: Supplement Abstract: Video Index for videotape (9594-511). Must be used with: (594511) Advertising and Promotion Management, Fourth Edition, Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Consumer marketing; Sales promotions Length: 1p 592008 Title: Advertising and Promotion Management, Third Edition, Video Index Author(s): Quelch, John A. Publication Date: 07/26/1991 Revision Date: 09/04/1991 Product Type: Supplement Abstract: Video Index for videotape (9891-512). Must be used with: (891512) Advertising and Promotion Management, Third Edition, Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Consumer marketing; Sales promotions Length: 1p 582122 Title: Advertising/Sales Ratio Exercise Author(s): Quelch, John A. Publication Date: 06/04/1982 Revision Date: 01/17/1984 Product Type: Exercise Abstract: Data on advertising expense, total marketing expense, and research and development expense, all as a percent of sales is provided for 12 industries. Students must attempt to match the names of the 12 industries against these ratio profiles. Industry Setting: Advertising industry Subjects: Advertising; Industry analysis; Market research; Marketing management; Sales promotions Length: 2p 93211 Title: Advertising: "The Poetry of

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Becoming" Author(s): Levitt, Theodore Publication Date: 03/01/1993 Product Type: Harvard Business Review Article Abstract: People don't take vacations to "get away from it all," states marketing guru Ted Levitt, but to escape from modern commercialism. And the chief culprit is advertising: omnipresent, relentless, loud, sometimes tasteless. Even if you like a product or love an ad, the ubiquitousness, the repetition of advertising can drive you crazy. But advertising helps a lot too, Levitt asserts. Facilitating the free flow of commerce, advertising creates opportunities and employment and spurs innovation. Informing, entertaining, and exciting, it presents a change of pace amidst the usual news, drama, sports, or MTV. Ads open doors to the products people create to reshape their environments and enhance their lives, the tools they use to get results. And in an era where there is so much to mistrust, advertising is straightforward in its purpose. Acting in behalf of whoever is paying, it hides no agenda but blatantly seeks your money. Industry Setting: Advertising industry Subjects: Advertising; Ethics Length: 3p 83511 Title: After the Sale Is Over Author(s): Levitt, Theodore Publication Date: 09/01/1983 Product Type: Harvard Business Review Article Abstract: Buyers no longer purchase products and services but sets of expectations. Thus, the relationship between buyer and seller often intensifies when the sale is made. How selling companies manage buyer-seller relationships increasingly affects their reputations and repeat sales. The seller can maintain a healthy relationship with the buyer after the purchase by regularly considering whether the relationship has been improving or deteriorating. To effectively manage relationships, managers must understand both the problems and the opportunities. Subjects: Customer relations; Marketing management; Sales management Length: 7p 904A04 Title: Agilent Technologies Author(s): Saperstein, Jeff; Burg, Camilla; Ghosh, Anamika; Arenas, Maria del Carmen Publication Date: 02/17/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO

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Abstract: Agilent Technologies was spun off from Hewlett-Packard (HP) in an effort to establish a new brand in the high-tech industry. The senior director of global brand management was reflecting on the company's challenges in focusing its worldwide marketing effort on the multiple business sectors. Agilent was intended to establish itself as a separate company from HP while still continuing in the HP tradition of excellent customer service and reliability. Now, with smaller advertising and marketing budgets, downsizing of the company, fierce competitive pricing and service, and an evolution from within Agilent Technologies to provide more service and knowledge through its Web site, the marketing and communications challenges have changed since the company's introduction. Geographic Setting: United States Industry Setting: Service industries Company Size: large Event Year Start: 2003 Event Year End: 2003 Subjects: Brand management; Business services; Consumer marketing; High technology; Management of change; Marketing information systems; Marketing management; Sales management Length: 29p Supplementary Materials: Teaching Note, (804A04), 6p, by Jeff Saperstein Year New: 2004 593067 Title: Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion Author(s): Goldberg, Ray A. Publication Date: 12/11/1992 Product Type: Case (Field) Abstract: Coca Cola and AMS, under leadership of Ahold, develop a joint promotion in the 1992 Summer Olympics. An evaluation of the program and its significance follows. Geographic Setting: Europe Industry Setting: Food industry; Retail industry Company Size: large Subjects: Beverages; Brands; International marketing; Joint ventures; Sales promotions Length: 29p 586144 Title: Air Canada: Organizing for Public Relations and Media Relations (A) Author(s): Greyser, Stephen A.; Eales, Roy Publication Date: 03/14/1986 Revision Date: 02/27/1987 Product Type: Case (Field) Abstract: A highly visible company is reviewing its policies and practices regarding public relations, especially media relations. A key element of its philosophy is openness toward the media, and a major policy is that responsible line managers (rather than public relations spokespersons) deal with the media. Major teaching issues include consideration of alternative approaches to dealing with the media (and their implications), relevant media relations training, and the applicability of Air Canada's approach in companies with less visibility. May be used with: (587126) Air Canada: Organizing for Public Relations and Media Relations (B): The Manager and the Media. Geographic Setting: Canada Industry Setting: Airline industry Company Size: large Subjects: Airlines; Canada; Public relations Length: 18p 587126 Title: Air Canada: Organizing for Public Relations and Media Relations (B): The Manager and the Media Author(s): Greyser, Stephen A. Publication Date: 02/20/1987 Product Type: Case (Field) Abstract: Describes a major company initiative to expose its managers to "basics" about media relations. May be used with: (586144) Air Canada: Organizing for Public Relations and Media Relations (A). Geographic Setting: Canada Industry Setting: Airline industry Company Size: large Subjects: Airlines; Canada; Public relations Length: 9p 593102 Title: Air Miles Author(s): Quelch, John A.; Calpin, Michele Publication Date: 05/28/1993 Revision Date: 07/07/1995 Product Type: Case (Field) Abstract: The chairman and CEO of a U.K.-based frequent buyer travel award program is planning on launching in North America. Management must determine the marketing strategy to be used, specifically how the U.K. program should be altered, whether the U.S. and Canadian markets should use the same strategy, and whether grocery retailers or grocery manufacturers should be used as sponsors. Geographic Setting: United States; Canada; United Kingdom Company Size: small Subjects: Airlines; Expansion; Market entry; Marketing strategy; Sales promotions Length: 32p

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Supplementary Materials: Teaching Note, (598099), 16p, by John A. Quelch 907A09 Title: Air Miles Canada: Rebranding the Air Miles Rewards Program Author(s): Chandrasekhar, Ramasastry; Dawar, Niraj Publication Date: 11/21/2007 Revision Date: 04/03/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Air Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and the myriad of proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch a mass advertising campaign to reconnect with consumers, and just as importantly, to re-energize internally. Geographic Setting: Canada Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (807A09), 4p, by Ramasastry Chandrasekhar, Niraj Dawar 579057 Title: Airframe Industry (A) Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr. Publication Date: 10/24/1978 Revision Date: 07/15/1981 Product Type: Case (Library) Abstract: Focuses on the competition among Boeing, McDonnell Douglas, Lockheed and Airbus Industries for the commercial jet aircraft market of the 1980s. This market was projected to be $70 billion. The aircraft manufacturers had to commit to a product strategy three years prior to the time new aircraft would become available. As of 1978, they have three alternatives - continue marketing their current airplanes, modify them, or build completely new airplanes. May be used with Airframe Industry in 1987. Industry Setting: Aircraft industry Gross Revenues: $70 billion estimated market Subjects: Aircraft; Manufacturing; Multinational corporations; Product management; Product positioning Length: 26p Supplementary Materials: Supplement (Library), (581118), 2p, by Benson P. Shapiro, ; Supplement (Library),

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Multinational corporations. Benson P. Competition. Industry Setting: Aircraft industry Subjects: Aircraft. Product positioning Length: 2p 581124 Title: Airframe Industry (H): December 1980 Author(s): Shapiro. Marketing strategy. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. International marketing. Industrial markets. Benson P..Marketing (582116). Benson P. Benson P. Competition. Must be used with: (579057) Airframe Industry (A).. Industry analysis. Competition. Product planning & policy. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series tracing the evolution of competition and marketing in the airframe industry. Industrial markets. Product positioning Length: 2p 582013 Title: Airframe Industry (M): Aircraft Profiles (as of September 1978) Author(s): Shapiro. Product positioning Length: 1p 582014 Title: Airframe Industry (N): Aircraft Profiles (as of September 1980) Author(s): Shapiro.. The purpose of the series is to explore competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft.. Marketing strategy. Product positioning Length: 2p 581121 Title: Airframe Industry (E): Fall 1979 Author(s): Shapiro. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Presents the second in a series on the airframe industry. Competition. Industrial markets. Industry Setting: Aircraft industry Subjects: Aircraft. Benson P. Industry analysis.. Product planning & policy. Product positioning Length: 2p 581119 Title: Airframe Industry (C): Summer 1978 Author(s): Shapiro. Product positioning Length: 3p 10 582012 Title: Airframe Industry (L): Cumulative Aircraft Sales Author(s): Shapiro. Multinational corporations.. Product positioning Length: 2p 581126 Title: Airframe Industry (J): December 1980 Author(s): Shapiro. Industrial markets. Industrial markets.. International marketing. Competition. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Multinational corporations. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Product positioning Length: 1p 582116 Title: Airframe Industry (O): December 1981 Author(s): Shapiro.. Benson P. Competition. Multinational corporations. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Industry Setting: Aircraft industry Subjects: Aircraft. Product positioning Length: 1p 581123 Title: Airframe Industry (G): December 1979 Author(s): Shapiro.. Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of Customer Service Department • 60 Harvard Way • Boston. Benson P. Industrial markets. Benson P. Multinational corporations. Multinational corporations. Competition. Marketing strategy. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. International marketing. Industry Setting: Aircraft industry Subjects: Aircraft. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Provides a "product space" map as of September 1978. International marketing. Competition. Industrial markets. Industry Setting: Aircraft industry Subjects: Aircraft. Provides cumulative sales through 1980 for the major competitors. Product positioning Length: 2p 581122 Title: Airframe Industry (F): Fall 1979 Author(s): Shapiro. Benson P. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft. Competition. Industry Setting: Aircraft industry Subjects: Aircraft. Product planning & policy. 10/30/10 Industrial markets. Industry analysis. International marketing. Provides a "product space" map as of September 1980. Competition. by Benson P. 1p.. Benson P. Multinational corporations. Benson P. International marketing. Benson P. International marketing. Shapiro 581118 Title: Airframe Industry (B): Spring 1978 Author(s): Shapiro. Multinational corporations. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Competition. Industry Setting: Aircraft industry Subjects: Aircraft. Industry Setting: Aircraft industry Subjects: Aircraft. Product positioning Length: 2p 581125 Title: Airframe Industry (I): December 1980 Author(s): Shapiro. International marketing.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .

Karen A. (583143). John Edwards. The vinyl siding was to be sold only defensively. Competition.. faced a difficult decision: he had to figure out how to revive the company's trade business. and McDonnell Douglas in the commercial airframe industry in 1987. had made substantial inroads into the siding market. Although Akzo Nobel had successfully reduced the number of brands in its retail business portfolio. Market research. Geographic Setting: Chicago. Industry Setting: Aircraft industry Subjects: Aircraft. Brian Publication Date: 01/01/2000 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD . Germany. by Das Narayandas 573069 Title: Alberto-Culver Co. along with some of his more senior managers. John A.. Product positioning Length: 1p 588014 Title: Airframe Industry in 1987 Author(s): Moriarty. Root. president of Alcan's building products division. builders merchants. Product development Length: 23p 509079 Title: Alberto-Culver Co. no attempt had ever been made to drop brands from the trade portfolio. International marketing.International Institute for Management Development Abstract: In June 1999. Multinational corporations. to distributors who would otherwise drop Alcan's aluminum line. Alcan authorized a vinyl siding operation in 1980. Consumer goods. Thomas V. Customer Service Department • 60 Harvard Way • Boston. Publication Date: 11/01/1982 Revision Date: 05/01/1985 Product Type: Case (Field) Abstract: Alcan Aluminum Corp. was confronted with the use of vinyl which. his company becomes the market share leader in Europe and number two in the United States. do-it-yourself market. Planning. International marketing. Describes important events taking place in the last half of 1981 including Lockheed's exit from the business. Personal care products 10/30/10 11 Gross Revenues: $182 million sales Subjects: Advertising. IL Industry Setting: Personal care products Gross Revenues: $100 million sales Event Year Start: 1962 Event Year End: 1962 Subjects: Advertising media. Marketing strategy Length: 24p NEW 598018 Title: Aladdin Knowledge Systems Author(s): Quelch. Geographic Setting: Europe Industry Setting: Paint & coatings industry Number of Employees: 86. Moran.: Building Products Division Author(s): Bonoma. Product introduction.: Subdue Author(s): Levitt. Geographic Setting: Cleveland. Because the trade business consisted of professionals who tended to be brand loyal. Geographic Setting: Chicago. 24p.Marketing cases tracing the evolution of competition and marketing in the airframe industry.5 billion revenues Subjects: Brands. Abildgaard knew that any decision he made would likely alienate some of his customers. Geographic Setting: Israel. Carlson. Sales management Length: 20p Supplementary Materials: Teaching Note. (598071). Marketing strategy. Competition. Software Length: 19p Supplementary Materials: Teaching Note. Leif Abildgaard. Must be used with: (579057) Airframe Industry (A). Publication Date: 06/01/1973 Product Type: Case (Field) Abstract: A successful fast-growing manufacturer of toiletries and mass market goods is considering the rejuvenation of an existing product. Theodore. Pricing. Decision making. president. Jr. that is. 10p. The issues in 1987 are product policy decisions in the 150-seat short range segment of the market and the 350-seat long range "junior jumbo" segment. and distribution of the firm's two overlapping software security product lines.. Industry analysis. Nirmalya.. Abildgaard pressed ahead in his effort and had to decide which brands to discontinue. Marketing management. Nevertheless.. Marketing strategy. Product planning & policy Length: 27p 583034 Title: Alcan Aluminum Corp. Akzo Nobel UK had two principal lines of business: the retail business. sales. Used to appraise the processes in creating and introducing a new mass consumer product and to demonstrate the application of brand management. Rowland T. Boeing. the lowest cost producer of aluminum in the world. which sold paint to professionals using a network of traditional paint merchants. Marketing implementation. Case is used to appraise the processes in recreating and reintroducing a mass consumer product and to demonstrate the particular marketing strategy employed by the Alberto-Culver Co. Product positioning Length: 5p IMD047 Title: Akzo Nobel UK: Managing the Brand Portfolio Author(s): Kumar.: Calm 2 Author(s): Marshall. because it was cheaper to produce. Abildgaard. Marketing management. which sold paint to the domestic. Industry Setting: Aircraft industry Subjects: Aircraft. he and the rest of the management team have to determine whether and how to integrate the worldwide marketing. But now. Publication Date: 09/18/1987 Product Type: Case (Library) Abstract: Describes the activities of Airbus. Brands.1 million cash acquisition of a key competitor. the managing director of Akzo Nobel UK. decided in 1999 to reduce the number of brands in the trade business portfolio. Consumer marketing. Consumer marketing. Product planning & policy. Consumer goods. Industrial markets. by Thomas V. IL Industry Setting: Cosmetic. Clarke. Calm aerosol spray powder antiperspirant.000 Gross Revenues: $14. Rogers. wonders how to effectively manage the placement of vinyl siding along with aluminum to distributors. As a result. Robin Publication Date: 07/14/1997 Revision Date: 02/24/1998 Product Type: Case (Field) Abstract: The founder. Gale C Publication Date: 10/01/1963 Revision Date: 01/01/1977 Product Type: Case (Field) Abstract: A fast-growing manufacturer of toiletry goods for the mass consumer market is considering the introduction of a medicated shampoo to its line. Product management. Martin V. and the trade business.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . These decisions will shape the industry into the 1990s and beyond. OH Industry Setting: Aluminum industry Company Size: large Gross Revenues: $5 billion sales Subjects: Conflict. Ursula H. and CEO of a leading software security company has just announced the $5. Robert N. Due to vinyl's increasing popularity. United States Industry Setting: Software industry Number of Employees: 80 Gross Revenues: $20 million revenues Subjects: Acquisitions. and the company's own distribution outlets.

Design management. By discussing Mendini's role as art director. Sjoman. Design management. by Youngme Moon Year New: 2004 504019 Title: Alessi: Evolution of an Italian Design Factory (B) Author(s): Moon. Europe. Distribution channels. Product development. Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands. an internationally acclaimed design and manufacturing company of household objects for the table and kitchen. Sales strategy Length: 9p Supplementary Materials: Teaching Note. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industrial markets. 11p. where design ambitions need to be balanced with business considerations. Europe. Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands. Consumer marketing. Color Case. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Consumer marketing. the case examines consumer marketing and distribution in general. 11p. 11p. Ulrich E. Geographic Setting: Sweden. James M. worldrenowned architect and designer. Geographic Setting: Europe. Lattin presents his model for revealing the hidden dynamics of customer relationships over time. Youngme. Machinery.p. Youngme. Dessain. Youngme. Dessain. Distribution channels. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Abstract: Since the 1970s. Vincent. The student is asked to evaluate the new situation in light of two years' experience and change. (504020). Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. (506057). Sales strategy Length: 6p Supplementary Materials: Teaching Note.. Kate Publication Date: 05/01/1978 Revision Date: 08/01/1981 Product Type: Case (Field) Abstract: Alfa-Laval is about to enter final negotiations with the Polish Foreign Trade Organization (FTO) concerning a licensing agreement for Alfa-Laval's line of milking machine equipment. Consumer goods. (506057). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . the case introduces the artistic side of Alessi. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Consumer marketing. International trade. Considers the interests of Alfa-Laval. Europe. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Vincent Dessain. Sjoman. Youngme. International trade. Distribution channels. Carlson 504018 Title: Alessi: Evolution of an Italian Design Factory (A) Author(s): Moon. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industry analysis. Marketing management. (504019). Negotiations Length: 3p 9-183-9C Title: All Customers are not Created Equal. Consumer goods. Consumer marketing. Sales strategy Length: 15p Supplementary Materials: Supplement (Field). Ulrich E. Sjoman. head of distribution at family-run Alessi S. the FTO. Family owned businesses. Product development.Marketing Bonoma. Family owned businesses. Anders Sjoman. Product development. the FTO is interested in another licensing agreement for a more advanced product line. Sales strategy Length: 3p Supplementary Materials: Teaching Note. Creativity. Consumer goods. Italy. Geographic Setting: Sweden. Alessandro Mendini. Vincent. Machinery. and Alfa-Laval's competitors. Consumer goods. by Youngme Moon. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Design management. the Italian household goods design factory. Design management. Product development. and reflects on the implications for marketing practice in Customer Service Department • 60 Harvard Way • Boston. Vincent Dessain. 11p. Sjoman. Italy.A. by Youngme Moon. Anders Sjoman. Negotiations Length: 11p 578199 Title: Alfa-Laval: Farm Equipment Division (B) Author(s): Wiechmann. (506057). Family owned businesses. describes a logic for allocating marketing dollars across unequal customers. Publication Date: 05/01/1978 Product Type: Case (Field) Abstract: Reveals the outcome of the final negotiations between Alfa-Laval and the Polish FTO. Distribution channels. In 1974. Family owned businesses. Italy. as applied in the niche market of highly designed household goods for an Italian design factory. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Abstract: Alessio Alessi. is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. by Youngme Moon. 9p.. Dessain. Anders Sjoman. by Youngme Moon Year New: 2004 504022 Title: Alessi: Evolution of an Italian Design Factory (D) Author(s): Moon. has acted as adviser and counselor to Alessi. Multinational corporations. Italy. Italy Industry Setting: Consumer products Subjects: Brands. (506057). The student is asked to prepare Alfa-Laval's stand in the negotiations. 3p. 6p. He applies this model to the donation behavior of university alumni. Gillespie. Italy Industry Setting: Consumer products Subjects: Brands. Marketing management. Vincent Dessain. By describing the challenges facing Alessi. Europe. Teaching Note. Supplement (Field). Geographic Setting: Europe. by Youngme Moon Year New: 2004 504020 Title: Alessi: Evolution of an Italian Design Factory (C) Author(s): Moon. Karen A. (504022). Vincent. Multinational corporations. Dessain. by Youngme Moon Year New: 2004 10/30/10 12 578198 Title: Alfa-Laval: Farm Equipment Division (A) Author(s): Wiechmann. Vincent. Publication Date: 06/16/2008 Product Type: HBS Courseware Abstract: How are customers unique? How can we determine customer value? What are the implications of these customer differences for marketers? In this presentation. FSS Author(s): Lattin. Professor James M. Includes color exhibits. Includes color exhibits.

John.. Stephen A. Internet. As a result. and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. and 2) the key to making money on the Internet is to focus on customer relationships. Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2007 U9612C Title: All You Need to Know About Making Money on the Internet--at Least as of This Month Author(s): Billington. Internet. Geographic Setting: New York. a single site can offer many different transaction methods.. Sales strategy Length: 2p 585159 Title: Allied Van Lines. Marketing management. switching costs.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi. Shelman. Geographic Setting: United States Industry Setting: Beer Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 F00301 Title: The All-in-One Market Author(s): Nunes. not on technology for technology's sake. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. including foods and beverages. and the coordinator or architect. and lock-in have been employed principally in studies discussing technology standards. Frank V. Author(s): Greyser. Distribution planning. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Diane. Entrepreneurship. these ideas may be usefully extended to consumer branded products.com retails clothing to teens by catalog.S. by Frank V. tailoring a product to the individual consumer. Trucking Length: 44p 586046 Title: Alloy Rods Corp. Sales promotions Length: 23p Supplementary Materials: Teaching Note. Henderson.Marketing general. Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing.. Marketing implementation. by John Deighton 508033 Title: Alltech. The overarching theme is that technology is only a tool. the customizer. Electronic commerce. Kambil. Publication Date: 04/29/1986 Revision Date: 05/31/1989 10/30/10 13 Product Type: Case (Field) Abstract: In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most profitable market segment. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign. Market structure. Industry Setting: Information services Subjects: Customer relations. 12p. Wilson. Paul F. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous. Stack. Argues that the U. Author(s): Cespedes. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies. Martin H. market-clearing equilibrium. Marketing management Length: 14p Supplementary Materials: Teaching Note. Management must frame a response. bland-tasting beer may have been largely derived not from an efficient. Geographic Setting: Chicago.com: Marketing to Generation Y Author(s): Deighton. (588076). Mary Publication Date: 12/12/2007 Customer Service Department • 60 Harvard Way • Boston. Marketing strategy Length: 2p List Price: $4. Market research. the real pay dirt here is the customer. Air freight service. there are two potentially enduring truths: 1) the Internet allows unprecedented. IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns. Advertising media. David Y. most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. There are four possible roles that a company can take to create a one-on-one relationship with its customers online: the guide (the salesperson as consultant). Now. NY Industry Setting: Apparel industry. Ellen R. the community participant.naturally Author(s): Bell. Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy. market may have become locked in a suboptimal equilibrium in which most consumers are no longer familiar with the full range of what beer is and can be. Information services. Subjects: Electronic commerce. Ajit Publication Date: 05/01/2000 Product Type: Harvard Business Review Article Abstract: Most companies have only been able to sell goods in one way. Publication Date: 02/22/1985 Revision Date: 05/16/1986 Product Type: Case (Field) Abstract: Allied is deciding whether to use a new television advertising campaign.. (501043). David E. and a prime focus of the battle will be among distributors. 10p. direct access to individual customers for business. Inc. Caroline M.. Cespedes 500048 Title: Alloy. Alloy uses a Web site to convert prospects and build community. reaching customers through participation in an organization of electronic communities. McWilliams. with the Internet. Consumer marketing. Internet. as well as determining the advertising budget. Electronic commerce. Extensive consumer research provides a basis for formulating creative and media decisions. Hattemer. guiding the customer through a transaction. Jim Publication Date: 12/01/1996 Product Type: Harvard Management Update Article Abstract: While the conventional wisdom about using the Internet for profit changes monthly. but from a series of interesting historical processes and events... exploiting technology to bring together different businesses and services to meet customer needs. Although the concepts of path dependency. Industrial markets.

by Kamran Kashani. Teaching Note. (591121). had shown important health benefits for animals and humans. Publication Date: 06/29/1988 Revision Date: 02/28/1989 Product Type: Case (Gen Exp) Abstract: Raises important issues about customer technical service. by Darrel G. 582086 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System. new segmentation. Product lines Length: 5p Supplementary Materials: Teaching Note. 4p. Lyons and Alltech's directors must choose between three different options for Sel-Plex. Fabricated metals Company Size: large Subjects: Customer relations. There are important ethical overtones to the case.International Institute for Management Development Abstract: Describes the revised marketing strategy for a commodity chemical and the resulting salesforce opposition that confronts a new marketing manager. Management of change. Shapiro. but is less "user friendly. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD . Sel-Plex. Darrel G. 3p. Marketing planning. Services Length: 3p 581149 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System Author(s): Clarke. Leadership. Darrel G. Sales organization Length: 3p Supplementary Materials: Teaching Note. Management of change. Implementation.. (582086). 13p." What changes in organization training and support must be made to make the decision a good one? Geographic Setting: United States Industry Setting: Packaged food industry Gross Revenues: $4 billion sales Subjects: Computer systems. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals.International Institute for Management Development Abstract: Supplements the (A) case. by Kamran Kashani NEW IMD054 Title: Alto Chemicals Europe (B) Author(s): Kashani. by Kamran Kashani NEW IMD055 Title: Alto Chemicals Europe (C) Author(s): Kashani. This is a revised version of an earlier case. 9p. and pan-European optimization. Leadership. The R&D and sales departments are attempting to decide how much technical service to provide to competing customers. Customer relations. international support. Although numerous branded selenium-enriched products were being sold in supermarkets around the world. 9p. Implementation. Clarke. and product liability are among the issues raised. Interdepartmental relations. Benson P. Sales organization Length: 13p Supplementary Materials: Supplement (Field). Must be used with: (IMD053) Alto Chemicals Europe (A). The changes in the strategy aim for: margin improvement. Marketing strategy. which include continuing with the current strategy. by Benson P. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. Benson P.. Customer confidentiality. Food. in particular "customer oriented" pricing.International Institute for Management Development Abstract: Supplements the (A) case. creative marketing. and what form of technical service. Information systems. and strong branding. (IMD055). Leadership. Marketing planning. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. by Kamran Kashani NEW 589035 Title: Amalgamated Aluminum Alloy Division Author(s): Shapiro. Marketing planning. Marketing planning Length: 19p Supplementary Materials: Supplement (Note). Sales organization Length: 3p Supplementary Materials: Teaching Note. Craig Smith 10/30/10 14 588078 Title: Amalgamated Aluminum Pigments Division: The Technical Service Conundrum Author(s): Shapiro. 9p. Customer service. Management of change. (IMD054). The product is patented and comparable to earlier. A 1993 ECCH award winner. Addendum Author(s): Clarke. Matrix organization. Pricing. Matrix organization. (IMD056). Implementation. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . (IMD056). Industrial markets. Nickols J Publication Date: 01/04/1982 Revision Date: 07/30/1984 Product Type: Supplement (Note) Abstract: Provides cost estimates of the development of a marketing decision support system.Marketing Revision Date: 04/14/2008 Product Type: Case (Field) Abstract: Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology. Marketing strategy. partnering with animal producers. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . by Kamran Kashani. Nichols J Publication Date: 05/04/1981 Revision Date: 09/11/1986 Product Type: Case (Field) Abstract: Amalgamated Foods has dropped one decision support system in favor of another. The primary issue is pricing. Marketing strategy. Research & development. John A. Supplement (Field). Sales strategy. a proprietary Alltech product. 3p. Must be used with: (IMD053) Alto Chemicals Europe (A). more costly products. Number of Employees: 1900 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Year New: 2007 IMD053 Title: Alto Chemicals Europe (A) Author(s): Kashani. Geographic Setting: United States Industry Setting: Aluminum industry. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Quelch. Must be used with: (581149) Amalgamated Foods: Implementation of a Marketing Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. Publication Date: 09/23/1988 Revision Date: 02/27/1989 Product Type: Case (Gen Exp) Abstract: The Alloy Division of Amalgamated Aluminum has a new lower cost product in its high strength alloy line. N. or marketing Sel-Plex directly to consumers in tablet form. Developed to provide some industry background. (IMD056). The second system is much less expensive to run (due to computer fees). centralized decision making. New product marketing. Matrix organization. the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Ethics.

Subjects: Airlines. Michael 594001 Title: American Airlines' Value Pricing (A) Author(s): Silk. TX. Food. Marketing planning Length: 4p 579182 Title: Amana Microwave Ovens Author(s): Buzzell. Alvin J. More important. Pricing. Alvin J. (595037). (594025).Marketing Decision Support System. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. Product design. Consumer marketing. Competition. Supplement (Library). Marketing management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and is motivated by considerations of competition. Alvin J. Michael. by Robert D. Michael. May be used with: (579185) Note on the Microwave Oven Industry. Alvin J. Pricing. Publication Date: 06/25/1999 Revision Date: 08/10/2004 Customer Service Department • 60 Harvard Way • Boston. Pricing strategy Length: 4p 15 595037 Title: American Airlines' Value Pricing (C) Author(s): Silk.. Competition. Spanish Version Author(s): Silk. Demand analysis. Silk.. domestic airline industry. Steven C.. Must be used with: (504S16) American Airlines' Value Pricing (A). Steven C. Publication Date: 03/01/1979 Revision Date: 07/30/1984 Product Type: Case (Library) Abstract: Describes Amana's position and strategies in the microwave oven market and evaluates its competitive thrust in this growth area. (507S12). Michael. Elizabeth E. Steven C. Steven C. Demand analysis. Demand analysis.. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances. Jamie Publication Date: 10/11/1994 Product Type: Supplement (Library) Abstract: Designed as a follow-up to American Airlines' Value Pricing (A). Competition. Competition. Jamie Harper BESTSELLER 507S12 Title: American Airlines' Value Pricing (B). American Airlines launched "Value Pricing" -. by Alvin J. Harper. 8p. Pricing strategy Length: 24p Supplementary Materials: Supplement (Library). Must be used with: (594001) American Airlines' Value Pricing (A). Pricing strategy Length: 25p Supplementary Materials: LACC Supplement. The proposal was originated by the marketing group.000 Gross Revenues: $12. Robert D. Market segmentation. While the new product would be consistent with American's international product. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. American Airlines launched "Value Pricing" -. Fort Worth. Silk. Smyth. 4p. (594019).: Proposal for a Three-Class Transcon Service Author(s): Dhebar. business.a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. Pricing strategy Length: 8p 593042 Title: American Airlines.. Consumer goods. by Alvin J. The critical issue raised is: Would American's bold initiative work? Teaching Purpose: Expose students to issues encountered in exercising price leadership to switch industry practice from a complex structure of differential prices and promotions to a simplified. Competition.S.9 billion revenues Subjects: Airlines.Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. Geographic Setting: Dallas.000 Gross Revenues: $12. Spanish Version. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case.a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: LACC Case Abstract: In April 1992. Wiersema. by Anirudh Dhebar 599109 Title: The American Basketball League: The Last Chapter Author(s): Greyser. Publication Date: 07/28/1993 Product Type: LACC Supplement Abstract: Supplements the (A) case. Inc. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. Market segmentation. and demand stimulation (for domestic business-class travel). (585126). it would be inconsistent with the rest of the domestic product. freqentflyer upgrade policies. Steven C. Pricing. Consumer marketing. Consumer marketing. everyday-low-pricing structure. Alvin J. by Alvin J. Consumer marketing. Market segmentation. Growth strategy. Industry Setting: Food industry Subjects: Computer systems. Product lines. 18p. The critical issue raised is: Would American's bold initiative work? Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: Case (Library) Abstract: In April 1992. Frederik D. Must be used with: (594001) American Airlines' Value Pricing (A). and coach) product. the largest airline in the United States. TX Industry Setting: Aviation industry Company Size: large Gross Revenues: $11 billion revenues Subjects: Airlines. Silk. product consistency.S. is considering a proposal to enhance its flagship New York JFK . Michael. Pricing. 5p. Stephen A. Inc. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116. Spanish Version Author(s): Silk. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 594019 Title: American Airlines' Value Pricing (B) Author(s): Silk. 10/30/10 Market segmentation. Buzzell 504S16 Title: American Airlines' Value Pricing (A). Pricing. domestic airline industry. Anirudh Publication Date: 10/13/1992 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: American Airlines.. Subjects: Airlines. Information systems. it would require an expensive aircraft reconfiguration and the isolation of the JFK-LAX fleet from the rest of American's fleet--at a considerable loss of flexibility.9 billion revenues Subjects: Airlines. 4p. Demand analysis..

Food industry Subjects: Food. and competitive positioning versus the Women's National Basketball Association (WNBA). Youngme. Twelve Ad Clips.. is now trying to decide whether to readjust its priorities and focus on what it calls "the other side of the equation"--encouraging already-addicted adult smokers to quit smoking. Ray A. Reviews the League's attendance. John A. Subjects: NO SUBJECTS(KEYWORDS) Length: 12 min List Price: $150. A chronology of the ABL's history is included. Health Length: 3p 504014 Title: American Legacy: Beyond the Truth Campaign Author(s): Moon. Frank V. Goode. television activity.. including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. Herman. Sales management. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. Geographic Setting: United States Industry Setting: Sports industry Subjects: Competition. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. Industry Setting: Food industry Subjects: Food. students are asked to assess the reasons why the league was not financially successful. International marketing Length: 24p 9-509-720 Title: The American Express Card. the only way to do this is by diverting resources away from 10/30/10 16 the "Truth" campaign. The first satellite launch is scheduled for 1994 and. How to develop a strategy for the 1990s that will take advantage of their new plant and general technology domestically and globally and at the same time develop a delivery system that responds to the increasing sophistication of the farmer/purchaser is the essence of the case. John A. O'Keefe. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Distribution channels.. 8p. Geographic Setting: United States Industry Setting: Advertising industry. Ray A. A key tension in this case involves the need to maximize capacity utilization of AMSC's satellite (via multiple services and distribution channels) versus the need to focus limited engineering and other product-development resources in a young. Laura Publication Date: 11/02/1992 Revision Date: 05/12/1993 Product Type: Case (Field) Abstract: American Mobile Satellite Corp. while also illustrating typical differences between marketing/sales and product development/engineering in an emerging. Sports. Geographic Setting: United States Industry Setting: Health care industry. The focus of the "Truth" campaign is to dissuade teenagers from smoking..00 9-509-721 Title: The American Express Card. by Youngme Moon Year New: 2005 593038 Title: American Mobile Satellite Corp. Edmund O'Keefe 591057 Title: American Heart Association's Heartguide. Health care. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $150. AMSC is providing limited services via another company's satellites. in the interim. Communication. Telecommunications Length: 23p Supplementary Materials: Teaching Note. nutrition. (593116). Market segmentation.00 591033 Title: American Heart Association's Heartguide Author(s): Goldberg. Goldberg. Product management. Publication Date: 12/01/2008 Product Type: Video Abstract: This product contains twelve advertising clips that illustrate the evolution of the American Express Card over a fifty year period. Twelve Ad Clips. Supplement Author(s): Goldberg. a campaign that they know is working. Women Length: 2p 591043 Title: American Cyanamid Author(s): Goldberg. the American Legacy Foundation. Industrial markets. Consumer marketing. O'Keefe. Author(s): Cespedes. by Ray A. Ray A. In mid-1992. 16p. Health Length: 42p Supplementary Materials: Supplement (Pub Mat). Publication Date: 12/01/2008 Product Type: Video Abstract: This product contains twelve advertising clips that illustrate the evolution of the American Express Card over a fifty year period. (591057). Kerry Publication Date: 10/06/2003 Revision Date: 08/09/2005 Product Type: Color Case Abstract: The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. AMSC's president is making decisions concerning AMSC's marketing program. Video (DVD) Author(s): Quelch. Geographic Setting: Global Industry Setting: Agribusiness Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agribusiness. However. Video (VHS) Author(s): Quelch. and the environment. technology-sensitive marketplace. channel. Health care industry Number of Employees: 50 Gross Revenues: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Advertising. In conjunction with earlier cases on the ABL and the WNBA. May be used with: (599031) Women's Professional Basketball and the American Basketball League. by Frank V. Marketing implementation. Ethics. resource-constrained company. Janet Publication Date: 09/24/1990 Product Type: Case (Field) Abstract: The American Heart Association created a label with the cooperation of the food industry that identified low cholesterol and fat that would be beneficial for a healthy heart. 3p. and salesstrategy decisions. Marketing organization. Includes color exhibits. (506056). Customer Service Department • 60 Harvard Way • Boston. Edmund Publication Date: 10/29/1990 Revision Date: 02/04/1997 Product Type: Case (Field) Abstract: American Cyanamid has one of the most successful plant protection and animal health divisions in the world. The sponsor of the campaign. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Discusses recent news items that link food to health. Nonprofit marketing Length: 28p Supplementary Materials: Teaching Note. Consumer marketing. Illustrates the interdependent nature of product policy. Must be used with: (591033) American Heart Association's Heartguide. Shaner.Marketing Product Type: Case (Library) Abstract: Provides information on the demise of the American Basketball League (ABL) in December 1998.

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Cespedes 595020 Title: American Rice, Inc. in Vietnam Author(s): Goldberg, Ray A.; Travis, Quintus Publication Date: 11/15/1994 Product Type: Case (Field) Abstract: Describes the first major joint venture between a U.S. and Vietnam rice company with reqard to the world rice trade. What are the opportunities and what are the challenges? Geographic Setting: Global Industry Setting: Rice Number of Employees: 1,000 Gross Revenues: $60 million revenues Subjects: Agribusiness; Joint ventures; Southeast Asia Length: 29p 587044 Title: Amerisource Author(s): Cespedes, Frank V. Publication Date: 07/10/1986 Revision Date: 02/12/1993 Product Type: Case (Field) Abstract: In early 1986, the president of a retailer of microcomputers, telephones and other systems is reviewing 1985 results and considering how best to meet the firm's 1986 sales target in the context of slow growth throughout the industry, and how to improve implementation of the firm's new "valueadded marketing" strategy. The case focuses on issues of sales-force organization and management, and raises the issue of what systems and processes must change (e.g., recruiting criteria, training, compensation systems, and deployment) when a firm's marketing strategy changes. Geographic Setting: United States Industry Setting: Computer industry Company Size: mid-size Gross Revenues: $75 million sales Subjects: Marketing implementation; Marketing management; Marketing organization; Sales management; Sales organization; Sales strategy Length: 22p Supplementary Materials: Teaching Note, (589037), 15p, by Frank V. Cespedes 579093 Title: Amicon Corp. (A) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/23/1989 Product Type: Case (Field) Abstract: Amicon holds a patent on a new process for the separation of blood plasma from whole blood. It has to decide whether to pursue a direct entry, joint venture, or licensing strategy. If it chooses licensing, there are many subissues to consider. May be used with: (579094) Amicon Corp. (B); (579095) Amicon Corp. (C). Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 20p Supplementary Materials: Teaching Note, (583100), 17p, by E. Raymond Corey, Noel Capon 579094 Title: Amicon Corp. (B) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/20/1989 Product Type: Case (Field) Abstract: Details the negotiation between Amicon and three potential licensees, Jackson, Maynard-Smith and Behrstein. May be used with: (579093) Amicon Corp. (A); (579095) Amicon Corp. (C). Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 8p Supplementary Materials: Teaching Note, (583100), 17p, by E. Raymond Corey, Noel Capon 579095 Title: Amicon Corp. (C) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 02/02/1990 Product Type: Case (Field) Abstract: Details the negotiations between Amicon and one potential licensee, Jackson. May be used with: (579093) Amicon Corp. (A); (579094) Amicon Corp. (B). Geographic Setting: Massachusetts Industry Setting: Health care industry Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 5p 504024 Title: Amnesty International Author(s): Quelch, John A.; Laidler,

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Nathalie Publication Date: 08/07/2003 Product Type: Case (Field) Abstract: Amnesty International is a nonprofit human rights advocacy organization. Describes the challenges facing the organization and the role of branding. Geographic Setting: United Kingdom Number of Employees: 450 Gross Revenues: $140 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Brand management; Brands; Nonprofit organizations; Social enterprise; United Kingdom Length: 26p NEW 507070 Title: AmorePacific Author(s): Ofek, Elie; Herman, Kerry Publication Date: 04/06/2007 Revision Date: 06/03/2008 Product Type: Note Abstract: Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market structure and prominent channels of distribution. Geographic Setting: Asia; Koreas Industry Setting: Cosmetic Gross Revenues: $765 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 598029 Title: Amway Japan Ltd. Author(s): Arnold, David J.; Quelch, John A.; Fujikawa, Yoshinori; Reinmoller, Patrick Publication Date: 02/23/1998 Revision Date: 02/11/1999 Product Type: Case (Field) Abstract: In April 1997, the president of Amway Japan (AJL, Tokyo, Japan), pondered how to reverse the first performance decline the company has experienced since entering the Japanese direct selling market in 1979. Established as the tenth overseas subsidiary of Amway Corp. of Ada, Michigan, AJL had grown to become the most successful company with 1996 sales of Y212 billion ($1.9 billion), accounting for 30% of Amway's worldwide sales. Having succeeded in doubling AJL's sales during the five

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years of his presidency, the AJL president now needed to develop a strategy not only for rebuilding growth in the second half of FY 1997 but also for achieving AJL's long-term goal of sales of Y300 billion by FY 2000. AJL faced the following issues in 1997: 1) fluctuating distributor motivation, 2) growing dissatisfaction with Amway products, 3) increasing difficulty in controlling the distributor network, and 4) a changing market environment. AJL could enhance its sales growth by boosting sponsoring, retention, and/or productivity of its distributor membership. Strategic options for AJL included: 1) penetration growth, 2) productivity growth, or 3) both. The AJL president needed to come up with a clear strategic design based on a thorough analysis of the pros and cons of each strategic choice. Geographic Setting: Japan; United States Industry Setting: Personal care products Number of Employees: 1,044 Gross Revenues: $2 billion revenues Subjects: Direct marketing; Distribution; Distribution channels; Growth strategy; International marketing; Japan; Strategic planning Length: 27p Supplementary Materials: Teaching Note, (500102), 9p, by David J. Arnold, Yoshinori Fujikawa 904M35 Title: Amway in China (A): A New Business Model Author(s): Tan, David; Tan, Justin Publication Date: 07/13/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Amway is a large manufacturer of household products that uses the direct selling approach. The company was established in the late 1940s and over the years, still using direct selling, branched into the United Kingdom, Europe, and Japan. With this global success, it expanded further, into the Chinese market. However, the company must look at its strategy after the Chinese government implements regulations on the direct marketing business model. Geographic Setting: China Industry Setting: Retail store Subjects: Corporate governance; Government policy; Legal aspects of business; Marketing management; Regulation Length: 10p Supplementary Materials: Teaching Note, (804M35), 7p, by David Tan, Justin Tan; Supplement (Field), (904M36), 10p, by David Tan, Justin Tan Year New: 2005 904M36 Title: Amway in China (B): Adapting to a Changing Environment Author(s): Tan, David; Tan, Justin Publication Date: 07/13/2004 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (904M35) Amway in China (A): A New Business Model. Subjects: Corporate governance; Government policy; Legal aspects of business; Marketing management; Regulation Length: 10p Supplementary Materials: Teaching Note, (804M35), 7p, by David Tan, Justin Tan Year New: 2005 503S26 Title: Analyzing Consumer Perceptions, Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: LACC Note Abstract: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. Subjects: Consumer behavior; Market research; Market structure Length: 15p 599110 Title: Analyzing Consumer Perceptions Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Abstract: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. Subjects: Consumer behavior; Market research; Market structure Length: 13p BESTSELLER 503S27 Title: Analyzing Consumer Preferences, Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/16/1999

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Revision Date: 12/12/2001 Product Type: LACC Note Abstract: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. Subjects: Consumer behavior; Market research Length: 16p 599112 Title: Analyzing Consumer Preferences Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Abstract: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. Subjects: Consumer behavior; Market research Length: 13p BESTSELLER R0310Z Title: And Now, a Word from Our Sponsor (Commentary for HBR Case Study) Author(s): Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and

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cons of traditional product placement and newer, more subtle alternatives to advertising. May be used with: (R0310X) And Now, a Word from Our Sponsor (HBR Case Study). Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 4p Year New: 2004 R0310A Title: And Now, a Word from Our Sponsor (HBR Case Study and Commentary) Author(s): Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and cons of traditional product placement and newer, more subtle alternatives to advertising. Industry Setting: Advertising industry; Pharmaceutical industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 9p NEW R0310X Title: And Now, a Word from Our Sponsor (HBR Case Study) Author(s): Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and cons of traditional product placement and newer, more subtle alternatives to advertising. May be used with: (R0310Z) And Now, a Word from Our Sponsor (Commentary for HBR Case Study). Industry Setting: Advertising industry; Pharmaceutical industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 5p Year New: 2004 580004 Title: Anderson Clayton Foods (A) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 01/01/1980 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: In fifth place in the margarine market, the company's brand is less profitable than leading national and smaller regional brands. Company is considering three options: withdraw from the market quickly; withdraw slowly; or adopt a regional rather than a national distribution. Introduces problems of marketing a commodity in a mature market. Raises issue of brand

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loyalty. A videotape (9-885-507) is available for use with this case. Geographic Setting: United States Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $43 million sales Subjects: Advertising strategy; Brands; Commodity markets; Consumer marketing; Food; Marketing strategy; Product introduction; Product lines Length: 33p 580005 Title: Anderson Clayton Foods (B) Author(s): Salmon, Walter J.; Harrison, Neil Publication Date: 01/01/1980 Revision Date: 07/29/1985 Product Type: Case (Field) Abstract: Having decided not to withdraw from the margarine market the company is considering adoption of a product line extension strategy with increased advertising support. Decision is influenced by cannibalization, competitive developments, ability to differentiate product, and the economics of new product development. A videotape (9-885-507) is available for use with this case. Geographic Setting: United States Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $43 million sales Subjects: Advertising strategy; Brands; Commodity markets; Consumer marketing; Food; Marketing strategy; Product introduction; Product lines Length: 25p IES075 Title: Anfi del Mar, S.A. (A) Author(s): Joachimsthaler, Erich; Mehta, Madhur Publication Date: 09/01/1992 Revision Date: 04/01/1993 Product Type: Case (Field) Publisher: IESE Business School Abstract: Anfi del Mar, S.A. is about to launch its five-star timeshare resort in Gran Canaria, one of the Canary Islands, to be marketed and sold to German, British, and Spanish tourists. There is also an interest in expanding the marketing effort to include the Scandinavian countries. On July of 1992, the management team of Anfi del Mar, S.A. has finalized the plans for marketing and selling the resort. The land excavations have been completed, and the company expects to have the first four apartments ready for sale by October. In order to develop the Anfi Beach Club concept, the entrepreneur and majority owner, B. Lying, has assembled an impressive team of

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qualified professionals, all of them with the extensive experience in the timeshare industry in Europe. Eric Sorenson, the managing director of marketing and sales, wants to "optimize" the Anfi Beach Club concept and marketing and sales approaches so as to have maximum impact on the market when the doors of Anfi Beach Club open on October 1, 1992. Geographic Setting: Spain Industry Setting: Tourism industry Subjects: Competition; Decision analysis; Europe; Marketing strategy; Tourism Length: 28p Supplementary Materials: Teaching Note, (IES076), 28p, by Erich Joachimsthaler, Madhur Mehta; Teaching Note, (IES077), 12p, by Erich Joachimsthaler 506007 Title: Angels and Devils: Best Buy's New Customer Approach (A) Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Case (Library) Abstract: In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served--the "angels" among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits. Geographic Setting: United States Industry Setting: Consumer electronics; Retail industry Number of Employees: 100, 000 Gross Revenues: $20 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Supplement (Library), (506008), 4p, by Anita Elberse, John T. Gourville, Das Narayandas Year New: 2005 506008 Title: Angels and Devils: Best Buy's New Customer Approach (B) Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Must be used with: (506007) Angels and Devils: Best Buy's New Customer Approach (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 590021 Title: Anheuser-Busch Author(s): Smith, N. Craig; Quelch, John A.; Hibbard, Jonathan D. Publication Date: 08/23/1989 Revision Date: 05/17/1990 Product Type: Case (Library) Abstract: Examines sales promotion in the brewing industry and the role of gifts. Scrutinizes the scandal that occurred at Anheuser-Busch because of executives accepting gifts and illegal kickbacks. Designed to allow students to assess gift-giving and gift-receiving practices and policies. Geographic Setting: St. Louis, MO Industry Setting: Beef industry Company Size: Fortune 500 Subjects: Beverages; Bribery; Ethics; Sales promotions Length: 5p Supplementary Materials: Teaching Note, (591060), 4p, by John A. Quelch 598066 Title: Appalachian Mountain Club: Transforming Governance Author(s): Salmon, Walter J.; Elias, Jaan Publication Date: 10/29/1997 Revision Date: 03/19/1998 Product Type: Case (Field) Abstract: Starting in 1988, the Appalachian Mountain Club (AMC) began a controversial transformation in management and governance. For its first 112 years, the AMC's structure had resembled that of a country club-volunteer leaders directed the club's operations and its small, paid staff. However, with the club slowly sinking in debt and operations spinning increasingly out of control, a group of members persuaded the membership to take the governing, volunteer council out of the direct management of the organization, hire a new executive director as CEO, and institute a "corporate-style" board of directors charged with policy and oversight. During the next six years, the revamped AMC sprang back to life. The board and the executive director instituted new budgeting procedures, initiated marketing programs, and hired more professionally-trained staff that helped

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erase the debt, double the membership, and triple the endowment. However, challenges remained. At the end of 1996, the reorganized board experienced a generational transition in leadership as the terms of the last of the directors who had been present during earlier transition expired. This transition provided a good milestone from which to assess the board's role within the organization and its relationship with the expanded staff and membership. Geographic Setting: Boston, MA Gross Revenues: $10 million revenues Subjects: Board of directors; Environmental protection; Leadership; Nonprofit organizations; Organizational change Length: 33p KEL065 Title: Apple Computer, Inc.: Think Different, Think Online Music Author(s): Hennessy, Julie; Najjar, Andrei Publication Date: 01/01/2004 Product Type: Case (Pub Mat) Abstract: Focuses on Apple Computer's launch of iTunes and iPod as a way to give Wintel users a relationship with Apple. Deals with issues of brand equity, corporate and brand goal setting, target selection, and matching product and service characteristics with goals and targets. Also allows for a discussion of channel partners, their interests, and their impact on the likely success or failure of a strategy. Geographic Setting: United States Industry Setting: Consumer electronics Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (KEL142), 13p, by Julie Hennessy Year New: 2005 582010 Title: Applicon, Inc. Author(s): Bonoma, Thomas V.; Solsvig, Curtis G., III Publication Date: 07/01/1981 Revision Date: 02/28/1989 Product Type: Case (Field) Abstract: Applicon is a large manufacturer of sophisticated computerized designing and drafting equipment. Its national account manager, Thomas Norbury, needs to determine the nature, procedures, and support systems for a sales program which will allow the company to more effectively sell key accounts. To date, Applicon has been more successful with smaller users and has had difficulties selling and servicing large accounts.

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Geographic Setting: Massachusetts Industry Setting: Computer industry Gross Revenues: $43 million assets Subjects: Computer industry; Marketing implementation; Sales management; Sales organization; Technology Length: 26p Supplementary Materials: Teaching Note, (583141), 16p, by Thomas V. Bonoma 585003 Title: Applied Materials, Inc. Author(s): Bonoma, Thomas V.; Kane, Margaret L.; Spence, Shirley M. Publication Date: 10/10/1984 Product Type: Case (Field) Abstract: Applied Materials was a leading manufacturer of capital equipment for the semiconductor industry. The company's introduction of dry equipment in 1981 was a technological coup that enabled Applied to take an industry leadership position. In 1983, however, Applied management was convinced that continued dominance rested on superior customer service, and was particularly concerned by reports that inadequate maintenance by some customers was resulting in lower than anticipated machine operating times. Mr. James Ellick, vice president of sales and marketing, and Mr. Dana Ditmore, vice president and general manager of customer support, were assigned the task of developing a postsale service and support plan that considered policy and organizational changes needed to address that problem. Geographic Setting: United States Industry Setting: Semiconductor industry Company Size: mid-size Gross Revenues: $88 million sales Subjects: Customer relations; Customer service; Marketing implementation; Marketing management; Marketing organization; Sales organization; Semiconductors Length: 24p 589095 Title: Applied Materials, Inc.: Etch Products Division (A)--Regionalization and Reorganization Author(s): Buzzell, Robert D.; Smith, Geoffrey W. Publication Date: 03/22/1989 Product Type: Case (Field) Abstract: The company faces a decision on whether or not to create three separate regional organizations to produce and market semiconductor manufacturing equipment in the United States, Europe, and Japan. Geographic Setting: California Industry Setting: Semiconductor industry Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Management of change; Marketing organization; Reorganization; Semiconductors Length: 28p Supplementary Materials: Supplement (Field), (589096), 2p, by Robert D. Buzzell, Geoffrey W. Smith 589096 Title: Applied Materials, Inc.: Etch Products Division (B) Author(s): Buzzell, Robert D.; Smith, Geoffrey W. Publication Date: 03/22/1989 Product Type: Supplement (Field) Abstract: Supplements Applied Materials, Inc.: Etch Products Division (A). Must be used with: (589095) Applied Materials, Inc.: Etch Products Division (A)--Regionalization and Reorganization. Industry Setting: Semiconductor industry Subjects: Management of change; Marketing organization; Reorganization; Semiconductors Length: 2p 504811 Title: ApproTEC Kenya: Martin Fisher, Video Author(s): Rangan, V. Kasturi Publication Date: 03/01/2004 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Demonstrates the various technologies marketed by ApproTEC, especially the MoneyMaker Pump. Must be used with: (503007) ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth. Geographic Setting: Africa Subjects: Africa; Economic development; Innovation Length: 6 min List Price: $150.00 Year New: 2004 503007 Title: ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth Author(s): Rangan, V. Kasturi Publication Date: 11/22/2002 Revision Date: 03/06/2006 Product Type: Color Case Abstract: ApproTEC markets a range of technologies to improve the income of subsistence farmers and other smallscale entrepreneurs in East Africa. Having achieved considerable success in its first eight years, the two founders/entrepreneurs are seeking ways to scale the impact of its

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operations across Eastern and Southern Africa. The question is, what should they do to accomplish this? Includes color exhibits. Geographic Setting: Africa, Eastern Number of Employees: 65 Gross Revenues: $25 million budget Subjects: Africa; Economic development; Innovation Length: 19p Supplementary Materials: Teaching Note, (504010), 9p, by V. Kasturi Rangan; Video, (504811), 6 min, by V. Kasturi Rangan NEW 506706 Title: Aqualisa Quartz: Harry Rawlinson, Video (DVD) Author(s): Moon, Youngme Publication Date: 10/01/2005 Product Type: Case Video, DVD Abstract: Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Must be used with: (502030) Aqualisa Quartz: Simply a Better Shower. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2005 506708 Title: Aqualisa Quartz: Harry Rawlinson, Video Author(s): Moon, Youngme Publication Date: 10/01/2005 Product Type: Case Video Abstract: Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product

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in the context of his existing product line. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 Year New: 2005 502030 Title: Aqualisa Quartz: Simply a Better Shower Author(s): Moon, Youngme; Herman, Kerry Publication Date: 01/16/2002 Revision Date: 07/10/2006 Product Type: Case (Field) Abstract: Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning; United Kingdom Length: 18p Supplementary Materials: Teaching Note, (503058), 20p, by Youngme Moon, Kerry Herman; Case Video, DVD, (506706), 11 min, by Youngme Moon; Case Video, (506708), 11 min, by Youngme Moon; Case Video, Streaming, (1-180-2), 11 min, by Youngme Moon 503S08 Title: Aqualisa Quartz: Simply a Better Shower, Spanish Version Author(s): Moon, Youngme; Herman, Kerry Publication Date: 01/16/2002 Product Type: LACC Case Abstract: Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning; United Kingdom Length: 19p IMD098 Title: Aravind Eye Hospital 2000: Still in Service for Sight Author(s): Kumar, Nirmalya; Rogers, Brian Publication Date: 01/01/2000 Revision Date: 02/21/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Since 1993, the Aravind Eye Hospital had grown significantly in terms of service delivery and infrastructure, having added a fourth hospital to its operations. Plans were underway in 2000 to set up a fifth hospital. Aravind had also made progress in two other key areas. First, it set up its own manufacturing facility, Aurolab, to produce an intraocular lens (IOL), given that cataract surgery using IOL implants was most successful in treating blindness. Second, Aravind created the Lions Aravind Institute of Community Ophthalmology, a training facility designed to educate health-related and managerial personnel in the development and implementation of efficient and sustainable eye care programs in India, Asia, and Africa. In July 2000, Aravind's founder, Dr. Venkataswamy, now 81 years old, continued his campaign to spread the Aravind model to every corner of India, Asia, and Africa. Ends with a conversation between Dr. Venkataswamy and the case writers, during which he explains what still needs to be done to eradicate blindness around the world. May be used with: (593098) The Aravind Eye Hospital, Madurai, India: In Service for Sight. Geographic Setting: India Industry Setting: Eye care; Hospital industry Gross Revenues: $5.3 million revenues

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Subjects: Health; Health care; India; Nonprofit organizations; Strategic planning Length: 7p NEW

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506S02 Title: The Aravind Eye Hospital, Madurai, India: In Service for Sight, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 04/01/1993 Revision Date: 05/23/1994 Product Type: LACC Case Abstract: Starting as a modest 20-bed hospital, Aravind had grown into a 1,400bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population. Aravind's founder, Dr. Venkataswamy, now 74 years old, had a goal to spread the Aravind model to every nook and corner of India, Asia, and Africa. The case sets the stage for developing such a plan of action. Geographic Setting: India Industry Setting: Health care industry Number of Employees: 150 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p 593098 Title: The Aravind Eye Hospital, Madurai, India: In Service for Sight Author(s): Rangan, V. Kasturi Publication Date: 04/01/1993 Revision Date: 01/10/2007 Product Type: Case (Field) Abstract: Starting as a modest 20-bed hospital, Aravind had grown into a 1,400bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population. Aravind's founder, Dr. Venkataswamy, now 74 years old, had a goal to spread the Aravind model to every nook and corner of India, Asia, and Africa. The case sets the stage for developing such a plan of action. May be used with: (IMD098) Aravind Eye Hospital 2000: Still in Service for Sight. Geographic Setting: India Industry Setting: Health care industry Number of Employees: 150 Subjects: Goal setting; Health services; India; Nonprofit marketing; Social enterprise; Strategy formulation Length: 20p Supplementary Materials: Teaching Note, (595111), 14p, by V. Kasturi Rangan BESTSELLER

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579123 Title: Archdiocese of New York Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 12/01/1978 Revision Date: 03/20/1992 Product Type: Case (Field) Abstract: A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. Geographic Setting: New York, NY Subjects: Advertising strategy; Market research; Nonprofit marketing; Nonprofit organizations; Public policy; Quantitative analysis; Social enterprise Length: 25p Supplementary Materials: Teaching Note, (583023), 9p, by John A. Quelch 505S17 Title: Architects Collaborative, Inc., Spanish Version Author(s): Wiechmann, Ulrich E. Publication Date: 08/01/1974 Revision Date: 03/10/1986 Product Type: LACC Case Abstract: Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product. Geographic Setting: Massachusetts Industry Setting: Architectural services industry; Professional services Number of Employees: 272 Subjects: Business policy; Creativity; Marketing strategy; Product design; Professional services Length: 22p 575016 Title: Architects Collaborative, Inc. Author(s): Wiechmann, Ulrich E.; Biggadike, Ralph Publication Date: 08/01/1974 Revision Date: 03/10/1986 Product Type: Case (Field) Abstract: Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product. Geographic Setting: Massachusetts Industry Setting: Architectural services industry Number of Employees: 272 Subjects: Business policy; Creativity; Marketing strategy; Product design; Professionals; Services Length: 21p Supplementary Materials: Teaching Note, (581070), 16p, by David H. Maister C0201D Title: Are You Getting the Best Solutions for Your Problems? Author(s): Morgan, Nick Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The essence of leadership is communicating a vision and a purpose for action. The rest is problem solving. But how do you know you are making the right decisions? Research suggests that if you become too attached to a particular way of thinking or a particular communication style, you risk closing yourself off to viable alternatives. Are You Getting the Best Solutions for Your Problems? describes six general leadership styles. By identifying your own style and recognizing your blind spots, you can learn how to make yourself receptive to real alternatives. Subjects: Decision making; Leadership; Management communication; Personal strategy & style Length: 2p List Price: $4.50 C0012B Title: Are You Reaching Your Customers? Author(s): Bierck, Richard Publication Date: 12/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: To appeal to retain customers you need to understand what makes them tick. What better way to do that than by studying actual consumer behavior? Paco Underhill is a market research consultant whose firm studies the actions of retail shoppers, and Gerald Zaltman is a Harvard Business School marketing professor who studies the psychological reasons behind consumers' behavior. Taken together, the insights from these two experts offer solid tips on getting your message through to your customers.

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Subjects: Customer relations; Customer retention; Market research; Marketing strategy Length: 2p List Price: $4.50 F0610F Title: Are You Ready for E-tailing 2.0? Author(s): Hemp, Paul Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: E-commerce is shifting--from making purchases online to going shopping online, a social experience in which people interact in a 3-D Web space. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 R0102K Title: Are the Strategic Stars Aligned for Your Corporate Brand? Author(s): Hatch, Mary Jo; Schultz, Majken Publication Date: 02/01/2001 Product Type: Harvard Business Review Article Abstract: In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, culture, and image. Aligning the stars takes concentrated managerial skill and will, the authors say, because each element is driven by a different constituency: management, employees, or stakeholders. To effectively build a corporate brand, executives must identify where their strategic stars fall out of line. The authors offer a series of diagnostic questions designed to reveal misalignments in corporate vision, culture, and image. The first set of questions looks for gaps between vision and culture; for example, when management establishes a vision that is too ambitious for the organization to implement. The second set addresses culture and image, uncovering possible gaps between the attitudes of employees and the perceptions of the outside world. The last set of questions explores the vision-image gap--is management taking the company in a direction that its stakeholders support? The authors discuss the benefits of a corporate brand, but they also point to cases in which a corporate brand doesn't make

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Marketing
sense. Subjects: Brand equity; Brands; Corporate culture; Marketing strategy; Vision Length: 7p 503800 Title: Arnold Worldwide: Volkswagen Ads from 1995-2000, Video (DVD) Author(s): Lal, Rajiv Publication Date: 03/01/2003 Product Type: Case Video, DVD Abstract: Presents the situation facing Volkswagen of America with respect to the introduction of the New Beetle. The car was introduced at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen America, had the challenging task of converting this enthusiasm to sales. Must be used with: (501023) The New Beetle. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503802 Title: Arnold Worldwide: Volkswagen Ads from 1995-2000 Author(s): Lal, Rajiv Publication Date: 03/01/2003 Product Type: Video Abstract: Presents the situation facing Volkswagen of America with respect to the introduction of the New Beetle. The car was introduced at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen America, had the challenging task of converting this enthusiasm to sales. Must be used with: (501023) The New Beetle. Industry Setting: Automotive industry Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing Length: 10 min List Price: $150.00 NEW 598022 Title: Arrow Electronics, Inc. Author(s): Narayandas, Das Publication Date: 04/20/1998 Revision Date: 01/24/2007 Product Type: Case (Field) Abstract: Deals with the issue of crossselling and managing a portfolio of products and services in business markets. Arrow/Schweber (A/S), a subsidiary of electronic parts distributor Arrow Electronics, has a portfolio of products that differ in the amount of value added by A/S. A/S uses valueadded items such as programmable logic chips as "loss leaders" in order to acquire and retain a customer. It makes money when it sells the so-called "commodity" or low value-added products to the same customer. An Internet-based distributor is now offering Arrow a chance to sell commodity products through its e-commerce site. This new channel can threaten Arrow's overall business model if a large portion of its existing customers switch their purchases of the commodity products to this new distribution channel. Arrow needs to decide how it should respond to this challenge. Geographic Setting: North America Industry Setting: Electronics industry Number of Employees: 8,000 Gross Revenues: $7.5 billion revenues Subjects: Customer relations; Distribution; Electronic commerce; Electronics; Industrial markets; Internet; Marketing strategy; Product portfolio management Length: 20p Supplementary Materials: Teaching Note, (500111), 18p, by Das Narayandas BESTSELLER EC35 Title: Art Online Author(s): McMillan, John; Kasumori, Eiichiro Publication Date: 08/14/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Sothebys.com operated from 2000 to 2003, during the tail end of the dot-com boom, in an economy threatened by recession and in a period when the art market overall was depressed. Historically, luxury goods have not sold well during recessions, and Sotheby's traditional auction business also did badly at this time. Sotheby's Holdings had a net loss of $42 million in 2001 and a net loss of $55 million in 2002. To make matter's worse, Sotheby's management was distracted by the lengthy and well publicized pricefixing trial, which led to the firm's chairman being sent to jail, Sotheby's paying a settlement of over a quarter of a billion dollars, and the firm's reputation being left in tatters. As Sothebys.com was shutting down, the Wall Street Journal proclaimed that "a chapter of artmarket history" was coming to a close. Sothebys.com failed, the Journal argued, because the "owners of the money-generating lots--the Monets, Warhols, and Chippendale chairs--had no interest in selling them on the Net, nor did the buyers wish to purchase them there." Expensive artworks sell best, the Journal said, "in real-time sales

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with glossy printed catalogs and elegant auctioneers wielding polished wooden gavels." People could easily log on to the Sothebys.com Web site, but they did not want to bid "without looking, touching, and feeling that unique thrill one gets in the presence of something ineffably beautiful and satisfying." Selling art is "a job intrinsically unsuited to the Internet." Does the collapse of Southebys.com mean that the Internet is unsuitable for selling fine art? Geographic Setting: United States Industry Setting: Art industry; Online auction Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2006 R0710G Title: The Art of Designing Markets Author(s): Roth, Alvin E. Publication Date: 10/01/2007 Product Type: Harvard Business Review Article Abstract: Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by providing both enough time to make choices and a speedy means of registering them. Solutions to these challenges are the province of market design--a blend of game theory and experimental economics. Roth, a professor of both business and economics at Harvard, is a leading market designer. He and his colleagues have rescued failing markets by, for example, designing labor clearinghouses through which U.S. doctors get their first jobs and auctions through which the Federal Communications Commission sells licenses for parts of the radio broadcast spectrum. They have also created market-like allocation procedures that involve neither prices nor an exchange of money; these include systems for assigning children to schools in Boston and New York and for facilitating exchanges of kidneys. Computers enable the design of "smart markets" that combine the inputs of users in complex ways: In kidney exchange, they run through every possible match of donors and recipients to arrange the greatest possible number of transplants. In the future, computers may make it possible to auction bundled goods, such as airport takeoff and landing slots. As online markets--like those for jobs and dating--proliferate, a growing understanding of markets in general will provide virtually limitless

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Marketing
opportunities for market design. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 C0202C Title: The Art of Moderation: Why Panels Need a Leader Author(s): Wreden, Nick Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Moderating a panel requires a specific set of skills that aren't typically in a manager's tool kit. This article offers advice on how to turn a panel of individuals into an ensemble cast. Subjects: Management communication Length: 2p List Price: $4.50 589062 Title: Aspects of Marketing Organization: An Introduction Author(s): Cespedes, Frank V. Publication Date: 10/20/1988 Revision Date: 10/31/1989 Product Type: Note Abstract: Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities. Subjects: Market segmentation; Marketing information systems; Marketing management; Marketing organization; Marketing strategy; Sales organization Length: 15p 589061 Title: Aspects of Sales Management: An Introduction Author(s): Cespedes, Frank V. Publication Date: 10/21/1988 Revision Date: 11/16/2006 Product Type: Note Abstract: Discusses certain general issues that affect sales-management requirements in most companies: 1) the nature of the salesperson's "boundary role" in the organization, and 2) the relevance and limits of compensation policies as a key means of affecting the salesperson's effective performance of that role. Also presents concepts and perspectives useful in analyzing sales situations encountered in case studies and on the job. Subjects: Marketing management; Sales compensation; Sales management; Sales organization; Sales strategy Length: 16p 78104 Title: Assessing the Long-Term Value of Advertising Author(s): Dhalla, Nariman K. Publication Date: 01/01/1978 Product Type: Harvard Business Review Article Abstract: Advertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the frequency of purchase and competitive products. Companies often regard advertising costs as expenses incurred in a short-term context, although advertising has a cumulative effect. The distributed lag model can measure this cumulative effect. This method, based on an analysis of a company's past performance, can forecast advertising induced sales. Industry Setting: Advertising industry Subjects: Advertising; Marketing strategy; Models; Return on investment Length: 11p 595007 Title: Astra Sports, Inc. (A) Author(s): Quelch, John A. Publication Date: 08/19/1994 Revision Date: 07/06/1995 Product Type: Case (Field) Abstract: Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. May be used with: (595008) Astra Sports, Inc. (B). Industry Setting: Athletic & outdoor apparel industry; Footwear industry Subjects: Brands; Consumer marketing; Footwear; International marketing Length: 3p Supplementary Materials: Teaching Note, (596055), 5p, by John A. Quelch 595008 Title: Astra Sports, Inc. (B) Author(s): Quelch, John A. Publication Date: 08/12/1994 Revision Date: 12/10/1996 Product Type: Case (Field) Abstract: Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra. May be used with: (595007) Astra Sports, Inc. (A). Geographic Setting: Venezuela

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Industry Setting: Athletic & outdoor apparel industry; Footwear industry Subjects: Brands; Consumer marketing; Footwear; International marketing Length: 3p Supplementary Materials: Teaching Note, (596070), 10p, by John A. Quelch, Christine Steinman 594045 Title: Astra/Merck Group Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 03/23/1994 Revision Date: 03/01/1995 Product Type: Case (Field) Abstract: Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to A/M's strategy is a new approach to the marketing of prescription drugs. The case outlines this approach, developments in the pharmaceuticals industry, and issues raised by A/M's attempts to implement a new marketing process in an industry where promotionoriented "detailing" has dominated distribution practices. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $300 million revenues Subjects: Industrial markets; Information systems; Marketing organization; Marketing strategy; Pharmaceuticals; Sales management Length: 21p Supplementary Materials: Teaching Note, (595096), 11p, by Frank V. Cespedes 505S05 Title: Atlantic Aviation Corp.: Westwind Division, Spanish Version Author(s): Bonoma, Thomas V. Publication Date: 04/01/1981 Revision Date: 01/30/1987 Product Type: LACC Case Abstract: Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned about rising demonstration costs, but doesn't wish to deny solid prospects an evaluation ride. He asks the general manager of the division to formulate a policy meeting both of these goals. Intended for use in the marketing policy section of the marketing implementation course. Geographic Setting: United States Industry Setting: Aircraft industry Gross Revenues: $200 million assets

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Provides an opportunity to optimize value capture for the firm by utilizing value-in-use pricing (i. Kasturi Rangan. Publication Date: 04/01/1981 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Gordon. Kasturi Rangan 588021 Title: Atlas Copco (C): The Conflict Episode Author(s): Rangan. Teaching Note. V. However. Competition. 10p. is more likely to communicate its message to a wider audience or sell its product to more people.S. by V. Although cost-plus. a leading player in the high-end server market. Dolan 2078 Title: Atlantic Computer: A Bundle of Pricing Options Author(s): Bharadwaj. the Tronn. Subjects: Antitrust laws.S. Subjects: Antitrust laws. Leyland F. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: Case (Field) Abstract: Atlas Copco. Atlantic's marketing vice president is concerned about rising demonstration costs. Distribution channels. V. Industrial markets. Neeraj. Publication Date: 05/28/2007 Product Type: Case Abstract: Atlantic Computer. 8p. and stakeholders within the firm. Kasturi Rangan. Marketing implementation. Kasturi Publication Date: 10/16/1987 Revision Date: 12/14/1992 Product Type: Supplement (Library) Abstract: Describes the sequence of events that led to a conflict with a distributor. by V. Cost control. Kasturi Rangan CMR101 Title: Attractors: Building Mountains in the Flat Landscape of the World Wide Web Author(s): Watson. Marketing implementation. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. to meet the needs of this segment. Spanish Version Author(s): Rangan.: Westwind Division Author(s): Bonoma. The central question revolves around how to price the Tronn and PESA. customers. markets have been unsuccessful. Kasturi Rangan 588020 Title: Atlas Copco (B): The Conflict Episode Author(s): Rangan. V. by V. has detected a marketplace opportunity in the basic server segment. examining the value that a firm's offering creates for the customer. Geographic Setting: United States Industry Setting: Aircraft industry Gross Revenues: $200 million assets Subjects: Aircraft. these approaches may prevent firms from fully realizing the benefits that are due to them. The objective is to gain an understanding of what is involved in building distribution strength. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: LACC Case Abstract: Atlas Copco. Cost control. Pitt. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note. John B. Also allows for the exploration of the challenges surrounding the implementation of a value-in-use pricing strategy. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels. its attempts to enter U. 3p. Industrial markets. Distribution channels. V. (589076). Intended for use in the marketing policy section of the marketing implementation course. Supplement (Library). 10p. Market share Length: 3p Supplementary Materials: Teaching Note. (589076). 3p. by Robert J. Richard T. Distribution channels. that allows the Tronn to perform up to four times faster than its standard speed. The objective is to gain an understanding of what is involved in building distribution strength. Product management Length: 15p 581142 Title: Atlantic Aviation Corp.e. Thomas V. (2079). all other things being equal. but doesn't wish to deny solid prospects an evaluation ride.. 8p." or PESA. (588020). markets have been unsuccessful. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels. This flatness of the Web creates a major challenge for many businesses: How do you attract visitors and prospective customers to the firm's Web site? The Web site that can attract more visitors. (585119). Market share Length: 3p Supplementary Materials: Teaching Note. and using the savings generated as the basis for developing prices). They have developed a new server. by V. Product management Length: 15p Supplementary Materials: Teaching Note. Marketing management.. Market share 10/30/10 26 Length: 14p Supplementary Materials: Supplement (Library). In addition. Publication Date: 01/01/1998 Product Type: CMR Article Publisher: California Management Review Abstract: Advocates of the World Wide Web claim it is a great leveler and that participants have a more equal voice. He asks the general manager of the division to formulate a policy meeting both of these goals. Geographic Setting: United States Industry Setting: Compressor Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Competition. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. by V. holds the highest market share for air compressors worldwide. Gordon Year New: 2007 506S08 Title: Atlas Copco (A): Gaining and Building Distribution Channels. Kasturi Publication Date: 10/16/1987 Revision Date: 12/11/1992 Product Type: Supplement (Library) Abstract: Describes the company's response to further problems with a distributor. Geographic Setting: United States Industry Setting: Compressor Gross Revenues: $50 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Year New: 2006 588004 Title: Atlas Copco (A): Gaining and Building Distribution Channels Author(s): Rangan. and status-quo pricing are the most common means by which firms establish prices for their offerings. However. competition-based. 8p. Competition. (589076). John B. Akselsen. holds the highest market share for air compressors worldwide. its attempts to enter U. by Neeraj Bharadwaj. These include the reactions of competitors. Sigmund. called the "Performance Enhancing Server Accelerator. a Swedish company. a Swedish company. Marketing management. (588021). they have created a software tool. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .Marketing Subjects: Aircraft. Organizations want to build Customer Service Department • 60 Harvard Way • Boston.

II. and excel at rendering authenticity.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . CA Industry Setting: Internet & online services industries. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2. has invented a breakthrough audio invention. Product development. Autobytel is struggling to accelerate revenue growth. While the line was being developed. a major new U. the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it. Customer relations. Do your customers use any of these words to describe what you sell. II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived..Marketing mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. This article classifies existing approaches to creating attractors. In addition. World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon. Youngme Publication Date: 10/20/1999 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Autobytel enjoys first-mover advantage in the Internet new car buying space. New product marketing. Joseph. Distribution Customer Service Department • 60 Harvard Way • Boston. Cross. Disingenuous. When deciding to buy.95 Year New: 2007 2687ES Title: Authenticity: What Consumers Really Want--A Harvard Business School Press Book Summary in Partnership with getAbstract 10/30/10 27 Author(s): Gilmore. Paul W. B. Inauthentic. Marketing strategy. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. Paul. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. James H. Inc. According to a number of metrics. B. this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. Pricing. Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei. Customization. raising questions about the long-term viability of Autobytel's purchase referral model. and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization. 9p. However. Information age. Inauthentic. Gilmore. consumers judge an offering's (and a company's) authenticity as much as--if not more than--price. James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. charting how to be "true to self" and what you say you are. He has narrowed down the commercial possibilities to four markets: the autosound market. He must now decide how to commercialize the technology. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. Information technology. Author(s): Ryans. Marketing strategy. The company has launched several new services and is now seeking to reposition itself in the market. Subjects: Advertising strategy. Inc.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. Disingenuous. manage. Do your customers use any of these words to describe what you sell--or how you sell it? If so. Phony. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. Pine. " appealing to the five different genres of authenticity. people increasingly see the world in terms of real or fake. Joseph. the interactive kiosk market.. the professional audio market. education. Geographic Setting: Cambridge. Inundated by fakes and sophisticated counterfeits. In "Authenticity. and the home audio market. (899A09). quality. and crafting and implementing business strategies for rendering authenticity. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. Phony. and religious sectors. They would rather buy something real from someone genuine rather than something fake from some phony.S. The new Augar connector product appeared to offer customers significant economic benefits. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. identifies four basic types of attractors. Market selection. Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product. Farris. "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal.com Author(s): Moon. MA Industry Setting: Audio equipment industry. Joseph Pine II argue that to trounce rivals companies must grasp. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26. Publication Date: 06/11/1999 Revision Date: 02/02/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Augat Electronics. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 5p UV0632 Title: AutoZone: How Long Will They Be in the Zone? Author(s): Simko. a graduate student at the MIT Media Lab. people increasingly see the world in terms of real or fake. Gilmore and B. and availability. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. Through examples from a wide array of industries as well as government. Electronics industry Subjects: Innovation. or how you sell it? Inundated by fakes and sophisticated counterfeits." James H. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine. Geographic Setting: Irvine. nonprofit. Adrian B. a number of competitors have sprung up. Product positioning Length: 22p 99A009 Title: Augat Electronics. it is the online leader in this category. welcome to the club. by Adrian B.

Of course. And they represent a huge population of "shadow" customers who can be analyzed. Retail industry Subjects: Automobiles. The marketing initiatives of the few pathfinding companies working in this area point toward some methods that might be used in the future. Swartz. Subjects: Automation. They not only upgrade sales and marketing efficiency but also improve the timeliness and quality of executives' decision making. However. by Youngme Moon BESTSELLER 504S19 Title: Autobytel. can influence its creator's purchasing behavior and even make its own purchases of real-world products in the virtual world. (500076). Distribution. These online personae. companies can exploit the synergies possible from linkages with other parts of the organization. In addition. But the avatar. Gaming industry. Author(s): Yoshino. participants effectively become the avatars they've created. Franchising. V. Japan Industry Setting: Electronics industry. The experience of living through another self is most powerful in so-called massively multiplayer online role-playing games. Now. Jr. Teaching Purpose: Can be used in either a firstyear general marketing course or a second-year marketing course that focuses on channel strategy or Internet marketing. or maintaining the status quo. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Electronics. He argues that companies need to look quickly beyond the market itself and think about the potential customer... the history of the industry. Bell. which enable thousands of people to interact simultaneously within the same threedimensional virtual world. Paul Publication Date: 06/01/2006 Product Type: Harvard Business Review Article Abstract: Advertising has always targeted a powerful consumer alter ego: that hip. Viewed as a corporate strategic investment. automobile retailing industry is on the brink of profound change. At the least.. Online information services. looking out through their eyes and engaging with other such beings.S. This case traces the drivers of change. Gordon Publication Date: 01/01/1989 Product Type: Harvard Business Review Article Abstract: Forward-looking companies. 13p. Electronic commerce. the author examines early efforts to market real-world products in virtual worlds. Tracks the changes in the system through the Second World War. Growth strategy. Distribution. Michael Y. raising questions about the long-term viability of Autobytel's purchase referral model. Industry Setting: Banking industry. Computer industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Computer systems. Multinational corporations. Geographic Setting: Irvine. International marketing. called avatars. Kasturi. Distribution. and management of growth. Demonstrates difficulty of changing distribution. Distribution channels. In such settings.com. and targeted. and potential distribution systems of the future. Geographic Setting: Japan Industry Setting: Automotive industry Subjects: Automobiles. a number of competitors have sprung up. The company has launched several new services and is now seeking to reposition itself in the market. Rowland T. Geographic Setting: United States. avatars offer a window into people's hidden preferences and a means for achieving sustained consumer engagement with a brand. Yutaka Publication Date: 03/04/1997 Revision Date: 04/08/1997 Product Type: Note Abstract: Attempts to capture briefly the historical origins of the Japanese automobile distribution system. incredibly popular person just waiting to emerge (with the help of the advertised product) from an all-too-normal self. Marketing management Length: 9p 597076 Title: Automobile Distribution in Japan Author(s): Rangan. it is the online leader in this category. New technical developments occur simultaneously.Marketing channels. the U. Market entry Length: 20p 598014 Title: Automobile Retailing in the U. Entertainment industry. Electronic commerce.S. in cyberspace. which expands upon an item in "The HBR List: Breakthrough Ideas for 2006" (HBR reprint R0602B). as a distinct creation of the user's psyche. Kasturi. Author(s): Rangan. going direct. V. Retailing Length: 20p R0606B Title: Avatar-Based Marketing Author(s): Hemp. Marketing strategy. are seeing increases of up to 30% in sales and sales force productivity. Autobytel is struggling to accelerate revenue growth. Industry Setting: Automotive industry. Youngme Publication Date: 10/20/1999 Revision Date: 05/10/2000 Product Type: LACC Case Abstract: Autobytel enjoys first-mover advantage in the Internet new car buying space. all the way up to the early 1990s. In this article. Kashiwagi. May be used with: 10/30/10 28 (598064) C-Car. Marie Publication Date: 09/29/1997 Revision Date: 03/17/1998 Product Type: Note Abstract: In the mid-1990s. International business. Internet Length: 23p 379019 Title: Autodraft Corp. segmented. attractive. Hurd JW Publication Date: 07/17/1978 Revision Date: 01/17/1985 Product Type: Case (Field) Abstract: The international sales manager of a computer/electronics firm growing at 50% year amidst rapid technological change must decide about distribution in Japan. Soft drink Customer Service Department • 60 Harvard Way • Boston. management of high technology business in international markets. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. Marketing information systems. deliverable to the user's real-world door. range from simple but personalized cartoonlike characters used as pictorial signatures in instant messaging to fully developed characters in virtual worlds. the human behind the avatar controls the money in the real-world wallet. Industry analysis. CA Industry Setting: Internet & online services industries. MSP systems automate routine tasks and gather and interpret data that was either scattered or uncollected before. consumers are taking the initiative and adopting alter egos that are anything but under wraps. Technological change Length: 20p 89105 Title: Automation to Boost Sales and Marketing Author(s): Moriarty. installing marketing and sales productivity (MSP) systems. Spanish Version Author(s): Moon. The current distributor is unsatisfactory. Internet Length: 21p Supplementary Materials: Teaching Note. which may be the avatar rather than its creator. According to a number of metrics. Teaching Purpose: To understand distribution changes from a macro perspective. Distribution planning. Japan. The manager is faced with switching distributors.

4p. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 508051 Title: Avaya (D): Early Results of the Demand Generation Initiative Author(s): Godes. Supplement (Field). we see their strategy in the form of a "unified funnel" and a demand generation framework. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 508050 Title: Avaya (C): Implementing Demand Generation in Brazil 10/30/10 29 Author(s): Godes. by David Godes. which are then supported by the technology. This latter point refers to the idea that Sales and Marketing should each play a role in each phase of the process from email marketing solutions right through to the close. Finally. Grand Expeditions. and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. including the New York Times Co. the (D) case shows some early data suggesting that this new method of working together has had a significant impact.000 Gross Revenues: $5 billion Event Year Start: 2006 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Supplement (Field). Andrew Publication Date: 03/09/2005 Revision Date: 03/06/2006 Product Type: Supplement (Field) Publisher: Stanford University Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 R0202J Title: Avoid the Four Perils of CRM Author(s): Reichheld. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked "vertically"--in the sense that Marketing's leads should flow seamlessly into Sales' funnel--but they should also be integrated horizontally. Must be used with: (508048) Avaya (A). In the (B) case. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. (E184B). Phil. Square D. Mark. David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Ends in late 2003. Frederick F. Andrew Publication Date: 02/21/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: For three years after its spin off from Lucent in late 2000. by Mark Leslie. Schefter. we are given data that were used in the roll-out process that showed the market's managers how they compared with other markets on a number of dimensions. They've found that CRM backfires in part because executives don't understand what they are implementing. the implementation plan for a specific market--Brazil--is described. Tauber. Tauber. In the (C) case. Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note. It isn't. But more than half of all CRM initiatives fail to produce the anticipated results. at more than 200 companies in a wide range of industries. Chronicles Avaya's repeated attempts to create an effective go-to-market structure. Teaching Note. by David Godes Year New: 2008 E184A Title: Avaya (A): How to Go to Market? Author(s): Leslie. makes explicit what it means for them to work together. David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. This article looks at best practices in CRM at several companies.Marketing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 508048 Title: Avaya (A) Author(s): Godes. (E184AT). This requires an improvement in the relationship between Sales and Marketing. Must be used with: (508048) Avaya (A). by Alexander Tauber. Rigby. they argue that the two functions are best integrated by encouraging them to work simultaneously. This case series (Avaya (A)(D)) walks the student through each phase of this process. GE Capital. The (A) case begins with background on the firm. The students are then asked to think about how they would implement these ideas. (508051). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . David Publication Date: 02/21/2008 Revision Date: 04/14/2008 Product Type: Color Case Abstract: Avaya's top management wants to improve demand generation. Customer Service Department • 60 Harvard Way • Boston. In particular. Why? And what can companies do to reverse that negative trend? The authors--three senior Bain consultants--have spent the past 10 years analyzing customer-loyalty initiatives. Industry Setting: Telecommunications industry Number of Employees: 19. For example. Inc. 4p. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. the CEO. when Don Peterson. May be used with: (502011) Harrah's Entertainment.. on the other hand. Avaya struggled with how best to structure its go-to-market organization. by David Godes. let alone how much it will cost or how long it will take. Must be used with: (508048) Avaya (A). Darrell K. Publication Date: 02/01/2002 Product Type: Harvard Business Review Article Abstract: Customer relationship management is one of the hottest management tools today. 6p. David Publication Date: 02/21/2008 Product Type: Supplement Abstract: An abstract is not available for this product. CRM is the creation of customer strategies and processes to build customer loyalty. Rather. (508082). The demand generation framework. and BMC Software. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2008 E184B Title: Avaya (B): Implementing the New Go-to-Market Model Author(s): Leslie. 22p. not just sequentially. Supplement. That is. must choose between four final options. Must be used with: (E184A) Avaya (A): How to Go to Market?. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. (508050). by David Godes. 14p.. Mark. Andrew Tauber Year New: 2006 508049 Title: Avaya (B) Author(s): Godes. (508049). both successful and unsuccessful. they stipulate that Marketing should be included on the weekly sales conference call. 8p. Supplement (Field).

. Loyalty. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. Teaching Purpose: Sales force management. 10/30/10 30 Sales strategy Length: 15p Supplementary Materials: Supplement (Library).. it is now considering whether it should sell directly to the consumer. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes BASF's corporate advertising program in the United States. CRM is the creation of customer strategies and processes to build customer loyalty. E. Personal selling. Stephen A. Godes NEW 505S12 Title: Avon. 2p. (503041). They've found that CRM backfires in part because executives don't understand what they are implementing. Must be used with: (503016) Avon. with its representatives. However. and between the representatives and their customers. Loyalty. Customer service. Sales strategy Length: 2p Supplementary Materials: Teaching Note. Spanish Version Author(s): Godes. Author(s): Corey. (503093). Raymond Publication Date: 08/09/1989 Revision Date: 10/30/1989 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. direct selling. David B. Machinery. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: LACC Case Abstract: Avon has always sold its products through a large independent direct selling organization. Darrell K. Why? And what can companies do to reverse that negative trend? The authors--three senior Bain consultants--have spent the past 10 years analyzing customer-loyalty initiatives. it is now considering whether it should sell directly to the consumer. Raymond Publication Date: 01/01/1957 Revision Date: 01/01/1979 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. The company's independent representatives number 500. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. Customer Service Department • 60 Harvard Way • Boston.com (A) Author(s): Godes. Personal selling. Klein. Author(s): Corey. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share.com (B) Author(s): Godes. Pricing strategy. with its representatives. Sales organization. 14p. Market segmentation Length: 8p 8946 Title: Avoid the Four Perils of CRM (HBR OnPoint Enhanced Edition) Author(s): Rigby. by David B. Subjects: Marketing management. David B. by David B. Includes color exhibits. Sales management. at more than 200 companies in a wide range of industries. Reichheld. Customization. by E. Product design. there seems to be potential for Avon to grow their business on the web in new and different ways. But more than half of all CRM initiatives fail to produce the anticipated results. there seems to be potential for the web to help them grow their business in new and different ways.. Godes. and BMC Software. by David B. E.com (A).com (A).000 in the United States alone. Square D. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets..50 590022 Title: Avon Co. let alone how much it will cost or how long it will take. Sales compensation. Customer retention. Machinery. and between the representatives and their customers. Executives began to make longrange plans for production and marketing. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers. GE Capital. Raymond Corey 503039 Title: Avon Corp. What benefits might Avon reap from using the Web to improve its relationship with its customers. Yet. Industry Setting: Electronic test & measurement. Executives began to make longrange plans for production and marketing. Product design. Grand Expeditions. (590023).000 Gross Revenues: $5. Product introduction Length: 14p Supplementary Materials: Teaching Note. However. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships.7 billion revenues Subjects: Marketing management. 14p. Personal selling.000 in the United States alone. Market share. Customization. Sales compensation. which are then supported by the technology. Phil Publication Date: 02/01/2002 Product Type: HBR OnPoint Article Abstract: Customer relationship management is one of the hottest management tools today. Sales organization. This article looks at best practices in CRM at several companies. Schefter. Customer retention.000 Gross Revenues: $5. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. It isn't. Teaching Note. Godes NEW 593021 Title: BASF: Corporate Advertising for 1992 Author(s): Greyser. 14p.Marketing Subjects: Customer relations. David B. Customer service. both successful and unsuccessful. Rather. Pricing strategy. Sales strategy Length: 15p 503041 Title: Avon. The company's independent representatives number 500. Sales management. Market segmentation Length: 11p List Price: $6. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .7 billion revenues Subjects: Marketing management. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. A rewritten version of an earlier case. Frederick F. Sales organization. Sales compensation. (503093). Market share. Product introduction Length: 14p 503016 Title: Avon. Sales management. Industry Setting: Electronic test & measurement. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Abstract: Supplements the (A) case. including the New York Times Co. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. Subjects: Customer relations. Yet. Internet. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case Abstract: Avon has always sold its products through a large independent direct-selling organization.

(A): Corporate Advertising for 1992. Entertainment industry Number of Employees: 25. VIDEO (DVD) Author(s): Black & Decker Publication Date: 05/01/2008 Product Type: Case Video. The case provides details on both headquarter and country head perspective on BMW's channel strategy. (593023) Du Pont: Corporate Advertising for 1992. BBC WW profits had more than doubled. Luxury goods Company Size: large Subjects: Automobiles. positioning. Herman. VP of marketing at BMW North America. BBC WW delivered its profits back to the BBC. Das Publication Date: 09/17/2008 Revision Date: 02/09/2009 Product Type: Case (Field) Abstract: BMW is faced with potential channel conflicts across several EU country markets. Geographic Setting: Europe. By all indications. 22p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . was preparing to meet with his senior managers to discuss BBC WW's global strategy options. Geographic Setting: United States Industry Setting: Chemical industry Subjects: Advertising. television. Carin-Isabel Publication Date: 06/28/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: In January. (B): Corporate Advertising for 1996. downloads. Since 2004. the nontraditional campaign has been a huge success. (598106). 39p. is debating how to follow up the success of his latest marketing campaign. chief executive officer of BBC Worldwide (BBC WW). Das. National Sales Companies Author(s): Herman. Product positioning Length: 24p 502046 Title: BMWFilms Author(s): Moon. Geographic Setting: United States Industry Setting: Automotive industry. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line. Youngme. (B): "OPERATION SUDDEN IMPACT" (DEWALT INTRODUCTION). and approaches to evaluation are described. Dolan Year New: 2007 509023 Title: BMW's Project Switch (A): Importers vs. Brands. Public relations Length: 5p 507034 Title: BBC Worldwide: Global Strategy Author(s): Quelch.. Schille. merchandise. the nontraditional campaign has been a huge success. budget. Narayandas. National Sales Companies Author(s): Herman. media. Chemicals. Wendy Publication Date: 12/27/1993 Revision Date: 10/14/1993 Product Type: Case (Library) 10/30/10 31 Abstract: Tracks changes in the luxury auto market during the 1980s and early 1990s. The case highlights BMW's approach to redesigning its channel in Greece. VP of marketing at BMW North America. Stephen A. John Smith. Consumer behavior.Marketing In 1992. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. mobile phones. and other emerging digital media (such as Internet Protocol TV). Examines how a non-U. Knoop. "BMWFilms. Must be used with: (509023) BMW's Project Switch (A): Importers vs. by Kerry Herman. 2007. messages. Laura Publication Date: 11/13/2008 Revision Date: 01/12/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. National Sales Companies. and advertising. what to do for an encore? Teaching Purpose: Customer Service Department • 60 Harvard Way • Boston. By all indications. audio books. BASF's U. Narayandas. despite having only a single company-branded consumer product. Consumer marketing. directed by some of the hottest young directors in Hollywood. 7p. Automobiles. Subjects: NO SUBJECTS(KEYWORDS) Length: 0 min Supplementary Materials: Teaching Note. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns.S. Product lines.. Winig. Now the question is. (509024).S. DVDs. target audiences. Kerry. Kerry." This campaign features five short films for the Internet. Herman.. British Pounds Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2007 596510 Title: BLACK & DECKER CORP. based company seeks to build corporate awareness and identity in the U. is debating how to follow up the success of his latest marketing campaign." This campaign features five short films for the Internet. by Robert J. Global Industry Setting: Broadcasting industry. we make the products you buy better.725 Gross Revenues: $32. Brands. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. books. Kerry Publication Date: 02/11/2002 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Jim McDowell. Kerry Publication Date: 02/11/2002 Revision Date: 12/19/2002 Product Type: LACC Case Abstract: Jim McDowell. Communication strategy. Consumer behavior Length: 26p Supplementary Materials: Teaching Note. DVD Abstract: An abstract is not available for this product. Geographic Setting: Europe Industry Setting: Automotive industry Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Supplement (Field). what to do for an encore? Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97.S. John A. (503073)." The campaign appears only on television.693 million revenues Subjects: Advertising. "BMWFilms. Now the question is. Spanish Version Author(s): Moon. The core theme of the campaign is "We don't make the products you buy . including magazines. Youngme.000 Gross Revenues: 784 Million.. International marketing. directed by some of the hottest young directors in Hollywood. The goals. Das Narayandas. the commercial arm of the British Broadcasting Corporation (BBC). BBC WW exploited and exported BBC branded content around the globe through all formats. May be used with: (593022) Siemens Corp. (596106) Siemens Corp. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p 593046 Title: BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Author(s): Greyser. by Youngme Moon 503S40 Title: BMWFilms. Laura Winig 509024 Title: BMW's Project Switch (B): Importers vs.

Philip A. by Rowland T. Robert J. Industry Setting: Medical supplies Subjects: Distribution channels. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Case (Field) Publisher: Babson College Abstract: Chronicles BP Oil's process of developing. by Robert J. specifically consumer awareness and brand associations (image). Dover. Entrepreneurship. 23p. Moriarty Jr.. by Rowland T. Publication Date: 05/01/1985 Customer Service Department • 60 Harvard Way • Boston.. (BAB107). the president expects to sell Ohmeda's medical supplies business ($22 million in sales) and to transfer its medical gases business ($27. Also allows for a discussion of the link between deep consumer understanding and the design of a new advertising genre. Software Length: 19p Supplementary Materials: Teaching Note. Gordon Swartz BAB108 Title: BP Oil International (C): Brand Image Program Author(s): Kopp. a wholly owned company of the BOC Group. Automobiles. International marketing. implementing. Swartz. by Robert J. Philip A. By early 1989 there were 130 stores geographically clustered in regional shopping malls. 25p. Communication strategy. along with key decision points at three critical areas along the way. In doing so he evaluates the economics of three options: 1) continuing with Ohmeda's present system. Product lines. Rowland T. BP Oil International is the retail/consumer marketing division of a company that is historically known for oil exploration and production. Philip A..Marketing To explore the consumer behavior dynamics associated with nontraditional marketing techniques. The new strategic thrust requires him to review the role of Ohmeda's direct sales and dealer sales coverage.. Industrial markets. Wylie. 19p. the keystone of which is a global advertising campaign. Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Industry Setting: Advertising industry.725 Gross Revenues: $32.. Rowland T. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. 2) eliminating dealer sales coverage. Dover. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Robert J. Salmon. Marketing implementation.693 million revenues Subjects: Advertising. International marketing. to retain the marketing focus. and assessing its global branding. Jr. 2p. Industrial markets. Teaching Note. Sales management Length: 23p Supplementary Materials: Supplement (Field). Kopp.. to approve the program. Marketing strategy.. Brand 10/30/10 32 management. Walter J. Jr. Medical supplies. Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97. Kopp. Geographic Setting: United States Industry Setting: Medical equipment & device industry Company Size: mid-size Gross Revenues: $160 million sales Subjects: Distribution channels. Consumer behavior Length: 27p 587080 Title: BOC Group: Ohmeda (A) Author(s): Moriarty. plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "hightech" equipment. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. David Publication Date: 06/19/1989 Revision Date: 07/14/1994 Product Type: Case (Field) Abstract: Babbage's was a fast growing chain of retail stores that specialized in the sale of software for computers used in the home. Philip A.. 23p. and to plan for contingencies. International marketing. Its advertising manager is pressing the company to pay more attention to its brand equity.. Inventory management. Petroleum industry Subjects: Advertising. Moriarty Jr. Gordon Swartz. by Rowland T. by Walter J. The advertising manager and his boss have put together a proposal to create a global brand equity program (Brand Image Program).. Robert J. Brands. (BAB108). (587081). Marketing strategy. Alan R. Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Dover. The case describes the strategies and systems employed by the founders to manage the growth of the company. Gordon Publication Date: 09/25/1986 Product Type: Case (Field) Abstract: The president of Ohmeda. Marketing implementation. Petroleum industry. Petroleum industry. and 3) specializing salespeople by product group. Gordon Swartz 587081 Title: BOC Group: Ohmeda (B) Author(s): Moriarty. Philip A. (588054). Supplement (Field). Retailing. Must be used with: (587080) BOC Group: Ohmeda (A). (588054). Sales promotions Length: 25p Year New: 2005 589100 Title: Babbage's: America's Software Headquarters Author(s): Salmon. Industry Setting: Advertising industry. Sales management Length: 2p Supplementary Materials: Teaching Note. At the same time. The changes in Ohmeda's products combined with the planned growth in medical equipment cause the president to reassess Ohmeda's marketing system. Marketing strategy. 6p. Moriarty Jr. David Wylie 85301 Title: Backward Market Research Author(s): Andreasen. a central oversight body. Medical supplies. Swartz. Sales promotions Length: 19p Year New: 2005 BAB106 Title: BP Oil International: Brand Image Program (A) Author(s): Kopp. Gordon Publication Date: 09/25/1986 Product Type: Supplement (Field) Abstract: Discusses the actions taken by the president of Ohmeda and the company's sales results for the following three years. Product lines. Petroleum industry Subjects: Advertising. Sales promotions Length: 21p Supplementary Materials: Supplement (Field). Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $60 million sales Subjects: Consumer marketing. Industry Setting: Petroleum industry Subjects: Advertising. Brand management. Petroleum industry. Dover.. (595083).2 million in sales) to another business unit of the BOC Group. Dover Year New: 2005 BAB107 Title: BP Oil International: Brand Image Program (B) Author(s): Kopp. Brand management. Marketing strategy. Now they must persuade the Marketing Strategy Group.

Spain. Asis. the world's second-largest manufacturer of two. (598140). (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. Publication Date: 07/14/1992 Product Type: Case (Library) Abstract: Shortly before Christmas. and Other Boundaries Affect Consumer Thinking. Inc.. by John A. Bancaja. Quelch 9-508-P02 Title: Bajaj Auto Ltd. Shipbuilding Length: 52p 593004 Title: Bank One and Increased Consumer Credit Author(s): Greyser. Author(s): Salmon. Concludes with a consideration of the decisions the CRM team had to make in designing the project. Product development Length: 27p Supplementary Materials: Teaching Note. Laidler. Author(s): Quelch. John A. Geographic Setting: India Industry Setting: Automotive industry Company Size: large Subjects: Automotive supplies. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Balance is one of the deep metaphors that affects the unconscious mind--and choices--of consumers. Asis. it was pushing for innovation in the nascent Spanish credit card market. Vulnerability. 7p. At the same time. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require. both managers and researchers can expect successful research. (107066). the methods for profiling credit card customers. Miller. John A. Stephen A. Exclusion. Describes the challenges of 10/30/10 33 the Spanish credit card market at the time. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6. Geographic Setting: India Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p 4454BC Title: Balance: How Justice. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 513147 Title: Bangor Punta Operations. By working backward and ascertaining results before the research actually hits the field. Product lines. a savings bank based in Valencia. This chapter outlines several aspects of balance that marketers should understand. and the Interplay of Elements Affect Consumer Thinking Author(s): Zaltman. Zaltman.and three-wheeler vehicles. and the variables involved in designing an optimal credit card. Cort.. Polls & surveys Length: 4p 593097 Title: Bajaj Auto Ltd. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Business policy. Marketing organization. Nathalie Publication Date: 06/03/1993 Product Type: LACC Case Abstract: Bajaj Auto Ltd. Subjects: Market research. F. and Well-Being Affects Consumer Thinking. and then figuring out how to get there. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Customer Service Department • 60 Harvard Way • Boston. Katherine Miller Year New: 2007 107066 Title: Bancaja: Developing Customer Intelligence (B) Author(s): Martinez-Jerez. Publication Date: 07/30/1968 Product Type: Case (Field) Abstract: Company must decide whether to broaden its product line through two potential acquisitions and how to integrate any companies acquired into its present operations and marketing activities. (4457BC) Container: How Inclusion. the world's second-largest manufacturer of two.and three-wheeler vehicles. Must be used with: (107055) Bancaja: Developing Customer Intelligence (A). 14p. Walter J. (4456BC) Journey: How the Meeting of Past. Miller.95 Year New: 2007 107055 Title: Bancaja: Developing Customer Intelligence (A) Author(s): Martinez-Jerez. was expanding and wanted to exploit customer information to increase commercial effectiveness. Managers must tell researchers the answers they need to accomplish company goals. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. The case evaluates appropriate marketing responses both in the Indian market and export markets.. including whether to use conjoint analysis or implement a mini campaign.Marketing Product Type: Harvard Business Review Article Abstract: Successful research is designed to lead to actionable conclusions. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. By determining where they want to go. Nathalie Publication Date: 06/03/1993 Revision Date: 07/24/1996 Product Type: Case (Field) Abstract: Bajaj Auto Ltd. is facing increasing competition in its domestic Indian market. F. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Distribution channels. Organization.. Katherine Publication Date: 02/14/2007 Revision Date: 05/14/2008 Product Type: Case (Field) Abstract: In 1996. Gerald. by F. Katherine Publication Date: 02/20/2007 Revision Date: 05/14/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. is facing increasing competition in its domestic Indian market. Present. Bank One has offered its credit card holders an increase in their line of credit. CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy.. Marketing strategy. Stanton G. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . India. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. The case evaluates appropriate marketing responses both in the Indian market and export markets. Portuguese Version Author(s): Quelch. managers are more likely to get results they can work with. International marketing. Laidler. the bank decided to explore its benefits with a smaller pilot project. (4460BC) Control: How the Sense of Mastery.. and Future Affects Consumer Thinking. It appointed a CRM project team to design and implement a project focused on credit cards. Geographic Setting: Spain Industry Setting: Banking industry Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field). Asis Martinez-Jerez. Geographic Setting: Massachusetts Industry Setting: Shipbuilding industry Gross Revenues: $8 million sales Event Year Start: 1966 Event Year End: 1966 Subjects: Acquisitions. Equilibrium.

Geographic Setting: United States Industry Setting: Banking industry Company Size: large Subjects: Advertising. McQuade. by Jean-Philippe Deschamps. Moriarty Jr. McQuade. Product development.. Krista Publication Date: 06/10/1991 Revision Date: 05/09/2002 Product Type: Case (Field) Abstract: Deals with the issue of niche marketing in a worldwide market. Rowland T. Krista McQuade. Rowland T.. Advertising campaigns. Ethics Length: 2p M213 Title: Bank of America: An Exploratory Study of the Women's Market Author(s): Ryans. those events left haunting memories and CEO Ho Kwon Ping understood the need to diversify risks across geographic regions. Nirmalya Kumar 591136 Title: Barco Projection Systems (D) Author(s): Moriarty. Commercial banking. 2p. Jr. Teaching Purpose: To illuminate perspectives of both marketers and consumers regarding direct marketing initiatives. Ethical issues are also implied. Krista McQuade. Rowland T. In August 1989.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (591135). Product lines Length: 19p Supplementary Materials: Supplement (Field). Ranie Publication Date: 01/01/1980 Product Type: Case (Field) Publisher: Stanford University Abstract: Illustrates the use of "focus group discussion" as an exploratory marketing research technique. Subjects: Industrial markets. Moriarty Jr. The Asian Financial Crisis of 1997. Jr. Nirmalya Kumar IMD501 Title: Barco Projection Systems: Interview with COO Erik Dejonghe. by Rowland T. 27 min.. The marketing research division of Bank of America is helping its California division launch an advertising campaign aimed at the women's market. Jr. Moriarty Jr. Marketing strategy. 27 min. Rowland T.. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (B). Supplement (Field). Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: LACC Supplement Abstract: An abstract is not available for this product. Jr. and graphics projectors for the industrial market. (592098). Nirmalya Kumar BESTSELLER 591134 Title: Barco Projection Systems (B) Author(s): Moriarty. Pauline. Product lines Length: 2p Supplementary Materials: Case Video. (IMD501). Dolan. Ali. Product development. Women Length: 30p HKU774 Title: Banyan Tree: Sustainability of a Brand During Rapid Global Expansion Author(s): Farhoomand. Spanish Version Author(s): Moriarty. 2p. Geographic Setting: Global. International marketing. Case Video. This case considers how a company with an experiential brand should manage its global expansion without losing the core values associated with its brand. Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. Customer Service Department • 60 Harvard Way • Boston. 12p. Direct marketing. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (C). Product development. by Robert J. data. 27 min. International marketing. a transcript of a discussion by one of the focus groups selected for the purpose. They have traditionally been the performance leader. Krista McQuade. (591136). Teaching Note. including targeting capabilities. Ng. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (A). Marketing strategy. Must be used with: (591133) Barco Projection Systems (A): 10/30/10 34 Worldwide Niche Marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 591135 Title: Barco Projection Systems (C) Author(s): Moriarty. Supplement (Field). Students are asked to examine critically the role of the moderator and to evaluate the information value of the technique. Marketing strategy. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Product lines Length: 1p Supplementary Materials: Case Video. 1p. Rowland T. The cashing of the check activates an interest charge. Cathy Publication Date: 03/25/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Following a successful IPO in June 2006... Nirmalya Kumar 506S13 Title: Barco Projection Systems (C). Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Subjects: Industrial markets. Belgium Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Industrial markets.. Sony Corp. Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Enz. (IMD501). (IMD501).. the SARS crisis of 2003 and the Indian Ocean tsunami of 2004 had taken their toll on the travel and tourism industry in the region where Banyan Tree's resorts and spas were concentrated. Bangalore. (591134). Geographic Setting: California Industry Setting: Banking industry Subjects: Advertising. Market segmentation. As a result.. Adrian B. by Rowland T.. At the core of this business development plan was an ambitious proposal to open 28 new resorts over four years which would span non-Asian territories from Greece to Mexico. Jr. Market research. Thailand Subjects: NO SUBJECTS(KEYWORDS) Length: 39p 591133 Title: Barco Projection Systems (A): Worldwide Niche Marketing Author(s): Moriarty. 27 min. International marketing.. McQuade. Although recovery was on the horizon. Marketing strategy. by Rowland T. Deals with how a small niche player deals with considerably larger competitors in a global environment. Consumer marketing... McQuade. (IMD501). Essentially.Marketing and included a check for the increase. McQuade. Subjects: Industrial markets. Barco Projection Systems makes video. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. International marketing. by Jean-Philippe Deschamps. by JeanPhilippe Deschamps. Geographic Setting: Singapore. Product development. Product lines Length: 2p Supplementary Materials: Case Video. by Jean-Philippe Deschamps.

Marketing strategy. by Derek A. Profitability analysis. (UV0310). Author(s): Ranson. As these companies begin to diversify. Raymond. Product development. Geographic Setting: Massachusetts Industry Setting: Financial services Number of Employees: 5. Nathalie Publication Date: 10/25/1993 Revision Date: 12/01/2003 Product Type: Case (Field) Abstract: The CEO of Bausch & Lomb 10/30/10 35 is contemplating replacing an international division with three regional divisions to sustain the company's growth. Laidler. Consumer marketing. senior vice president and COO of The Barco Group. Jean-Philippe. How can the mix of funds offered be extended to meet changing market and economic conditions. had entered the mutual fund business by successfully launching BayFunds. Newton. 6p. Quantitative analysis Length: 8p BESTSELLER UV0309 Title: Battlefield Furniture Group. Publication Date: 05/24/1984 Revision Date: 09/29/1986 Product Type: Note Abstract: Shows how to calculate and use the break-even volume in marketing decision making. Publication Date: 11/02/1993 Revision Date: 07/15/2004 Product Type: Case (Field) Abstract: This case serves as an introduction to field sales management. Publication Date: 03/01/1980 Product Type: Case (Field) Abstract: New sales manager faces a variety of problems with individual salesmen. Marketing management. Pricing.. by John A. Robin Publication Date: 09/29/1997 Revision Date: 10/16/1997 Product Type: Case (Field) Abstract: Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America. Massachusetts's leading retail bank. Mutual funds. Spanish Version Author(s): Dolan. Motivation. MA Industry Setting: Manufacturing industries Subjects: Distribution planning. BayBank. Financial services. Sixteen months earlier. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 584149 Title: Basic Quantitative Analysis for Marketing Author(s): Dolan. and the company's relationship with its major competitor. Subjects: Industrial markets. Harper. the effectiveness of this system of marketing is questioned. Product lines Length: 27 min List Price: $150. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Jamie Publication Date: 09/16/1994 Product Type: Case (Field) Abstract: In June. Product lines Length: 34p 598031 Title: Bayer AG (A) Author(s): Quelch. Author(s): Corey. Lisa R. (591134) Barco Projection Systems (B). Kinnear. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Klein. and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition.International Institute for Management Development Abstract: Eric Dejonghe. Derek A. (591136) Barco Projection Systems (D). Robert J. 1994. E. Derek A. Robert J. Constance M. Publication Date: 12/11/1984 Product Type: Case (Field) Abstract: Barry Controls has moved from a system of selling direct to using manufacturers' representatives.00 585136 Title: Barry Controls: Division of Barry Wright Corp. Sony. International marketing. Quelch 595031 Title: BayFunds Author(s): Silk. Geographic Setting: United States Industry Setting: Eye care Company Size: Fortune 500 Gross Revenues: $1. and to add value to customers. Alvin J. Marketing strategy. Manufacturing. a family of proprietary mutual funds. Nirmalya Publication Date: 11/23/1998 Product Type: Case Video Publisher: IMD . John A. Sales management Length: 15p 506S24 Title: Basic Quantitative Analysis for Marketing. Supervision Length: 10p 594056 Title: Bausch & Lomb: Regional Organization Author(s): Quelch. Geographic Setting: Watertown. Sales management. 8p. Geographic Setting: United States Industry Setting: Furniture industry Company Size: mid-size Gross Revenues: $64 million annual sales Subjects: Furniture.7 billion revenues Subjects: International marketing. many of these companies being started by former Barry Controls employees. Cost accounting. Demand analysis. Kumar. Now management faces a new set of marketing challenges to develop the business further. Students should recognize the nature of the "man-in-themiddle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom. Industrial markets.. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Teaching Note. both Customer Service Department • 60 Harvard Way • Boston. Marketing strategy. (591135) Barco Projection Systems (C). Subjects: Breakeven analysis. explains key events and issues that affected Barco during the 1990s. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy.. Marketing strategy. (598103). Publication Date: 05/24/1984 Revision Date: 09/29/1986 Product Type: LACC Note Abstract: Shows how to calculate and use the break-even volume in marketing decision making. John A. Root. management must also find ways to integrate the mutual funds business further into BayBank's core operations and systems while coping with a complex and uncertain regulatory environment. the search for new applications of graphic-projection technology. Medical supplies Length: 20p Supplementary Materials: Teaching Note.Marketing Video Author(s): Deschamps. generic versus niche products. Topics include market segments. the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Inc. Inc. Marketing organization. Newton Year New: 2007 580123 Title: Battlefield Group.600 Gross Revenues: $590 million revenues Subjects: Brands. especially in international markets. (Revised) Author(s): Newton.. Alexandra.

Geographic Setting: North America. unit sales had fallen to 53.5 billion net sales Subjects: Acquisitions. 10p. Publication Date: 03/01/2007 Product Type: Harvard Business Review Article Abstract: A growing body of research conclusively shows that higher customer satisfaction leads to higher share prices. government after World War I. Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Bowman. 10/30/10 36 Industrial markets. Provides illustrations of firms who have successfully implemented each. which gave Bayer one name worldwide for the first time since World War I. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Subjects: Commodity markets.000 in 1987. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Four generic strategies to avoid commoditization are suggested. Poorvu. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. the better managed firms find a way to make money in the commodity cycle. Pricing strategy. 13p. Inc. Negotiations. Automobiles. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. Root. V. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. Pricing strategy. Christopher W. Richard E. FL Industry Setting: Real estate Company Size: small Subjects: Financing. Subjects: Commodity markets. Robert J. by Robert J. A rewritten version of an earlier note. (598075). Crum. Partnerships.S. then commoditization and decline. Addresses market and lease analysis.900 Gross Revenues: $11. Market analysis.000 from 88. Real estate Length: 18p Supplementary Materials: Teaching Note. Marketing mixes. The group also sets out to assess the communication challenge and brand management tasks the company would face should they decide to go forward with the purchase. Leasing. BMW attempts to revive its position in the United States market. (391222). The new CEO of North America is considering a multifaceted plan to turn around the situation. Brands. George Publication Date: 03/12/1991 Revision Date: 03/26/1991 Product Type: Note Abstract: Challenges the conventional belief that industry commoditization is inevitable and accompanied by deteriorating profits. John A. Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Geographic Setting: North America. In 1991. International marketing.S.. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. Dolan 390113 Title: Bayside Author(s): Poorvu. International marketing. and management of a financial partnership. Publication Date: 10/21/1985 Revision Date: 08/04/1986 Product Type: Case (Library) Abstract: Executives at Beatrice must decide whether to proceed with the second part of a $30 million corporate advertising campaign during the Summer Olympics of 1984. (598075). Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). William J. This note argues that while commoditization of an industry may seem inevitable. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. Holding companies. 12p. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. Marketing planning. and how and when to offer a "no-frills" product. May be used with: (598032) Bayer AG (B). These firms know how and when to differentiate their products through innovation. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. May be used with: (598031) Bayer AG (A).Marketing of which were confiscated by the U. by John A. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan.5 billion net sales Subjects: Acquisitions.900 Gross Revenues: $11. Geographic Setting: Boca Raton. Brands. In 1991. John A. Automobiles. Robin Publication Date: 09/29/1997 Product Type: Case (Field) Abstract: Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Robert J. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan.000 from 88. Industrial markets. Marketing strategy. V. Publication Date: 12/05/1989 Revision Date: 06/27/2003 Product Type: Case (Gen Exp) Abstract: Explores the issues associated with leasing office space in a softening market from the perspective of a young leasing agent. The new CEO of North America considers a multifaceted plan to turn around the situation. negotiating tactics and strategy. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. Richard E. Brands. and seek cost leadership. Marketing strategy. BMW is attempting to revive its position in the U. Kasturi. Food processing industry. 12p. Kasturi. (594107). Consumer marketing. Spanish Version Author(s): Dolan. by John A. Bowman. by William J. Author(s): Quelch. market. Four such strategic options are detailed and discussed. Product lines Length: 22p Supplementary Materials: Teaching Note. unit sales had fallen to 53. Marketing mixes. service.000 in 1987. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. and customer partnerships. Marketing planning. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising..

Models. Frank V. One of the company's largest customers threatens to leave them for refusing their "low-price" request. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust. Frank V. V. Medical supplies. managers at Becton Dickinson are considering a multidivisional marketing effort. Interviewed by John Quelch. Marketing management. Inc. Both the capabilities and limitations of such models as an aid to media planning are major issues in the case. Inc. As well as a pricing-negotiations case. Management of change. Negotiations. yet the potential business at stake makes it difficult to be inflexible. yet the potential business at stake makes it difficult to be inflexible. Chief Marketing Officer of Charles Schwab and Co. Laura Publication Date: 10/29/1993 Revision Date: 11/28/1994 Product Type: Case (Field) Abstract: In response to a potential competitive inroad at a key account. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust. Kasturi Rangan 587085 Title: Becton Dickinson & Co. Rangan. Stephen A.. with regard to the background and success of the "Talk to Chuck" advertising campaign. 4p. Negotiations. Germany.00 594060 Title: Becton Dickinson & Co. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger. This forces a reevaluation of the company's highly successful product policy and channel strategy. Sales management. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: LACC Case Abstract: Becton Dickinson. Spanish Version Author(s): Cespedes. Video Supplement (VHS) Author(s): Quelch. John A. a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals).. Pricing. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 9-509-703 Title: Becky Saeger. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150. Charles Schwab & Co. Recent changes in the health care industry are the background for the negotiations... Product positioning. Marketing management. Kasturi Publication Date: 10/03/1986 Revision Date: 11/16/1989 Product Type: Case (Field) Abstract: Concerns negotiations between managers of Becton Dickinson's (BD) VACUTAINER division (which manufactures and sells blood collection products) and managers of a large hospital buying group.. Rangan. CMO. Marketing organization.. the buying group. a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). Marketing organization. and important distributors. (595100). Public relations Length: 28p 9-509-704 Title: Becky Saeger. 10p. Paul W. Inc..: VACUTAINER Systems Division Author(s): Cespedes. (595084). V. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Advertising media. Goode. Supply chain Length: 21p Supplementary Materials: Teaching Note. Marketing organization.. Chief Marketing Officer of Charles Schwab and Co. Charles Schwab & Co. Logistics. Cespedes 502S25 Title: Becton Dickinson & Co. Marketing implementation. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising. Marketing strategy. by John A. Quelch 576027 Title: Becel Margarine Author(s): Greyser. Medical supplies. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger.. Frank V. with regard to the background and success of the "Talk to Chuck" advertising campaign. Sales management Length: 17p Supplementary Materials: Teaching Note. Video Supplement (DVD) Author(s): Quelch.. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: Case (Field) Abstract: Becton Dickinson. One of the company's largest customers threatens to leave them for refusing their "low-price" request. 13p.: Multidivisional Marketing Programs Author(s): Cespedes.: VACUTAINER Systems Division (Condensed). Interviewed by Professor John Quelch. Geographic Setting: United States Industry Setting: Medical supplies Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Industrial markets. V. This forces a reevaluation of the company's highly successful product policy and channel strategy. Food. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD. Medical supplies. John A. Marketing implementation.Marketing Note. Pricing... Farris. Publication Date: 10/10/1975 Product Type: Case (Field) Abstract: Illustrates the use of a relatively sophisticated media model for a product requiring exact targeting of advertising expenditures. (587075).: VACUTAINER Systems Division (Condensed) 10/30/10 37 Author(s): Cespedes. Frank V. it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations. CMO. Sales management Length: 18p 592037 Title: Becton Dickinson & Co. Geographic Setting: United States Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. Inc. by Frank V. by V. which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD. Rangan.

which resulted in a cash shortage. Market research. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes. Sales management Length: 21p Supplementary Materials: Supplement (Note). 11p. Hence. and advertising evaluation. 9p. (593109). Marketing management. Author(s): Beamish. Describes Bellcore's relations with its owners. Stephen A. by Frank V. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. Health services. A new CEO. Ken Mark 592047 Title: Bell Communications Research Author(s): Corey.Marketing Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution. Leighton GF Publication Date: 10/28/1968 Revision Date: 11/04/1977 Product Type: Case (Field) Abstract: Examines all aspects of the company's advertising policy. Joint ventures. by Frank V. Created and owned by the Chinese university at which the new technology had been invented. Food. More specifically. Major issues include: the role of advertising in increasing demand for a commodity food product. has just succeeded Mr. Intellectual property. Stephen A. The division has authorization to hire an additional marketing manager. Dr. but felt that he must redirect and revitalize the marketing campaign. Cespedes 513050 Title: Beech Aircraft Corp. Xin. Yue. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns. the immediate case decisions are: 1) whether to hire an additional manager. He did not know why sales failed to materialize as expected. 6p. and its organization structure and decision-making processes. Frank V. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. Aircraft. Negotiations. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China. (588077). (591071). including historical approaches to advertising. and 2) if so. Commodity markets. and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies.. Laura Publication Date: 12/16/1992 Revision Date: 11/15/1994 Product Type: Case (Field) Abstract: The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. market segmentation. by Kenneth G. Paul W. Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation. 17p. role of advertising within overall company strategy. (801A06). Ken Publication Date: 06/04/2001 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Toronto International Hospital was a new private facility being built in Beijing that would offer a full range of general and specialized Western-quality medical services to a very specific market segment: expatriates and wealthy Chinese families. Hardy. if so. and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. Mark. The CEO found that as the building neared completion. E. 10/30/10 38 promotional. Buzzell. Sales management Length: 18p Supplementary Materials: Teaching Note. Product management. and evaluation of the development and results of a major advertising campaign. Chen Xiao Yue. what should be the role and responsibilities of a new manager within the marketing organization. The new campaign involves a substantial increase in marketing expenditures. Agriculture. Teaching Note. Teopaco. Medical supplies. 9p. budgetary considerations. International marketing. by Paul W. Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser. the effectiveness of positioning via mass media to change consumers' nutritional perceptions.000 Gross Revenues: $175 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising. (898M33). Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy.. Raymond Publication Date: 11/08/1991 Product Type: Case (Field) Abstract: Deals primarily with the governance structure of one of America's most successful R&D consortia. the company was trying to decide how to introduce the product to both the domestic and international markets.. Pricing. George Heilmeier. only a few memberships had been sold. Patents Length: 25p Supplementary Materials: Teaching Note.. Marketing strategy. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11. Chen Xiao. Goode. should the company try to commercialize the technology independently or via joint venture? Should they do so with a local or foreign company? What pricing.. Marketing organization. Beamish. John L. China. what) modifications are warranted for the upcoming year. Publication Date: 10/20/1988 Product Type: Case (Field) Abstract: Senior marketing executives of a national food commodity council are evaluating initial results of a new advertising campaign aimed at increasing real consumer demand for fresh beef. He considered several options and had to determine what would work best in the Chinese market. Kenneth G. Organizational design. Marketing implementation. (A) Author(s): Greyser. Marketing organization. International marketing. by Robert D. Industry developments. Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. The timing--1991--is propitious. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Medical supplies. Zhao Publication Date: 11/13/1998 Revision Date: 02/10/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Mirror Corp. and the positioning of beef as "real food for real people"--that beef is an ideal food for the way consumers live and eat today. the seven regional Bell companies. Rocco Customer Service Department • 60 Harvard Way • Boston. Market segmentation. Market entry. Membership cards were sold that entitled each member to a distinct level of hospital service. They are deciding on whether (and.

(589033). It involves a meeting of the president with her vice presidents of sales. Inc. This case raises issues about country managers and product line managers. (C). Publication Date: 09/01/1988 Revision Date: 04/09/1991 Product Type: Case (Gen Exp) Abstract: Deals with three issues of importance to interdepartmental relations in a consumer goods company: regional marketing. Sales management Length: 1p 589032 Title: Bella Beauty Products. Inc. Customer relations. Product management Length: 25p 588049 Title: Bella Beauty Products. (C) and (D). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Cosmetic. the discussion in Bella Beauty Products. (C). plant shipments by product line. Organizational structure. Geographic Setting: United States Industry Setting: Cosmetic. Benson P. and promotional diversions. Inc.Marketing Marano. (E) Author(s): Shapiro. Must be used with: (589030) Bella Beauty Products. (E). (C). Personal care products Company Size: large Subjects: Centralization. Sales management Length: 8p Supplementary Materials: Supplement (Gen Exp). Industry Setting: Cosmetic Subjects: Consumer marketing. Marketing management. Provides extensive data on ten customers and the company's product lines. To be used with Bella Beauty Products. 1p. Assignment Sheet Author(s): Shapiro. Inc. (C). (B) Author(s): Shapiro. and manufacturing. Benson P. (A). Cosmetics. Publication Date: 01/13/1988 Revision Date: 02/08/1990 Product Type: Case (Gen Exp) Abstract: A case/exercise on account selection for a major cosmetics/toiletries manufacturer.S. and career choices. May be used with Bella Beauty Products. if desired. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: To be used with Bella Beauty Products. Inc. Interdepartmental relations. Inc. 4p. The case is fairly heavily disguised. (C). Market analysis. Interdepartmental relations. telecommunications technology is rapidly evolving.2 billion sales Subjects: Cosmetics. 1p. and the seven "baby Bells" are moving into other sectors of the telecommunications industries in the United States and expanding abroad. Inc. Interdepartmental relations. Organizational structure. Product lines. Inc. by Benson P. (G) Author(s): Shapiro. Shapiro. Cosmetics. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: Describes a confrontation between the sales and marketing vice presidents concerning regional marketing. (D). Benson P. In what directions would Bellcore's managers like to take this nonprofit enterprise? What role or roles do the owner companies represented on Bellcore's board want the consortium to play? In what ways are the courts and the regulatory agencies likely to shape Bellcore's future? Geographic Setting: Piscataway. Market segmentation. the regulator environment is rapidly changing. Sales management Length: 4p 589033 Title: Bella Beauty Products. Marketing management. Product development. Research & development Length: 5p 589084 Title: Bella Beauty Products. Must be used with: (589030) Bella Beauty Products. by Benson P. Must be used with: (589030) Bella Beauty Products. Describes the business and the way in which the different functional departments work with one another. research and development. Sheds light on governance structures and processes in R&D consortia and also raises strategic issues concerning Bellcore's future. Geographic Setting: United States Industry Setting: Cosmetic. Publication Date: 01/07/1989 Revision Date: 02/27/1989 Product Type: Case (Gen Exp) Customer Service Department • 60 Harvard Way • Boston. Shapiro 589031 Title: Bella Beauty Products. Marketing management. Product development. The relationships have serious problems. Decentralization. Benson P. Industry Setting: Cosmetic. While it only absolutely needs Bella Beauty Products. Regulated industries. May be used with Bella Beauty Products. Publication Date: 10/03/1988 Revision Date: 02/09/1990 Product Type: Case (Gen Exp) Abstract: In 1989 the corporate and U. The task is to prioritize the ten accounts. Organizational problems. Interdepartmental relations. Personal care products Company Size: large Gross Revenues: $1. (F). the Bellcore's first chairman. Shapiro. Marketing management. and (F). (A) for background. (C). Cosmetics. Inc. Each views the data in a way sympathetic to her/his own organizational position. corporate marketing. managers of Bella Beauty Products were deciding how to approach the skin care market. and population data on regions. Inc. and (G). Interdepartmental relations. Strategy formulation Length: 22p 588048 Title: Bella Beauty Products. Interdepartmental relations. (C) Author(s): Shapiro. Industry Setting: Cosmetic Subjects: Consumer marketing.2 billion sales Subjects: Cosmetics. Inc. Benson P. Benson P. Publication Date: 01/13/1988 Revision Date: 07/05/1989 Product Type: Case (Gen Exp) Abstract: Deals with the relationships among a large cosmetics and toiletries company's operating functions. Benson P. Marketing management. (589031). Product lines Length: 6p 589030 Title: Bella Beauty Products. Inc. Personal care products Company Size: large Gross Revenues: $1 billion sales Subjects: Consumer marketing. by Benson P. (A) Author(s): Shapiro. Includes regional sales by product line. Inc. Sales management Length: 1p 589034 Title: Bella Beauty Products. (C). (F) Author(s): Shapiro. Publication Date: 09/20/1988 Product Type: Supplement (Gen Exp) 10/30/10 39 Abstract: Provides data to enhance. Market selection. Supplement (Gen Exp). Market segmentation. Market segmentation. Interdepartmental relations. Inc. Cosmetics. Market segmentation. Inc. Benson P. Inc. (B). Industry Setting: Cosmetic Subjects: Consumer marketing. Inc. NJ Industry Setting: Communications industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Communications industry. Cosmetics. Supplement (Gen Exp). Personal care products Company Size: large Gross Revenues: $1. (D) Author(s): Shapiro. marketing. and marketing strategies. the discussion will benefit from the (B) through (E) cases. (589032). special marketing to a non-regional segment--this one is the Hispanic market.

Personal care products Company Size: large Subjects: Cosmetics.2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Year New: 2006 598016 Title: Best Buy Author(s): Rangan. Inc. calls for creative adaptation of Concept 3. E. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. Geographic Setting: United States Industry Setting: Packaging. (G). 6p. Public relations Length: 13p Supplementary Materials: Supplement (Field). Interdepartmental relations. Must be used with: (589084) Bella Beauty Products. Stephen A. Interdepartmental relations. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. however. Supplement Author(s): Shapiro. Greyser. The vice president of human resources views the conflict as "cultural" while the vice president of finance views it as capital budgeting. Spanish Version Author(s): Rangan. Industry Setting: Cosmetic Subjects: Cosmetics. conscious that her own firm is planning to make a public offering of its shares.. (B) Author(s): Greyser. Chakravarthy. Geographic Setting: United States Industry Setting: Cosmetic. Baleji S. Marketing strategy. Baleji S.2 billion) past industry #1 Circuit City. O'Keefe. Rajiv. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Supplements Bernard Matthews PLC. Inc. Management communication. boosting its sales ($7. Stephen A.2 billion revenues Subjects: Competition. by Benson P. Designed to help sensitize students to the importance of carefully choosing words and tone in interdepartmental communication. Diversification. Retailing Length: 30p Supplementary Materials: Teaching Note. Background information is provided on degradable plastic packaging. (A&B) Author(s): Corey. Public relations Length: 6p 571059 Title: Bergman Wire & Cable Co. Environmental protection. Supermarkets Subjects: Agribusiness. V. Industry Setting: Agribusiness. must decide whether or not to appear on network TV to defend the industry against a Greenpeace attack. Deanne F. Must be used with: 10/30/10 (591042) Bernard Matthews PLC. Marketing wants product extensions and R&D wants new technology. and on Beresford's own company situation and products. Inc. New product marketing. Geographic Setting: New England Industry Setting: Wire & cabling Event Year Start: 1959 Event Year End: 1961 Subjects: Organizational change. Customer Service Department • 60 Harvard Way • Boston. 10p. Ray A. Supplement Author(s): Goldberg. Environmental protection. Reduced profitability in 1996.: CustomerCentricity Author(s): Lal. Packaging. Womack. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. Must be used with: (591105) Beresford Packaging.. Organizational problems. Distribution channels. Planning. she must plan her approach on the program. (589085). Competition. This case describes her preparation and strategy for the appearance and the program itself. Product development. Sales organization Length: 29p 591056 Title: Bernard Matthews PLC. Kasturi. however. Deanne F. (G). Inc. (A). She must now develop a long-range industry strategy as communications chair of the Degradable Plastics Council.2 billion) past industry #1 Circuit City. Supermarkets Length: 2p 40 506S15 Title: Best Buy. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. boosting its sales ($7. Product lines. Inc. Product lines. Sales management.. New product marketing. Subjects: Communication strategy. Inc. Product development. Chakravarthy. Can be used with just Bella Beauty Products. Kasturi. where she would debate environmentalist leader Dr. an electronics retailer. Shapiro 589085 Title: Bella Beauty Products. Deanne F. Kasturi Rangan. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. V.Marketing Abstract: Concerns a classic marketing/research and development (R&D) conflict around product development. Barry Commoner. Packaging. Chakravarthy 506055 Title: Best Buy Co. Reduced profitability in 1996. Womack 591106 Title: Beresford Packaging. Research & development Length: 8p Supplementary Materials: Supplement (Gen Exp). Benson P. Tarsis. If Beresford accepts the invitation. 1p. (599115). calls for creative adaptation of Concept 3. Management communication. (A) Author(s): Greyser. on the specific charges by the environmental group. (591106). Research & development Length: 1p 591105 Title: Beresford Packaging. Publication Date: 03/21/1991 Product Type: Case (Field) Abstract: Jill Beresford. in the dual roles of head of her own major biodegradable plastics packaging firm and communications chair of the Degradable Plastics Council. Publication Date: 01/10/1989 Product Type: Supplement (Gen Exp) Abstract: Focuses on one sentence in a memo from the vice president of finance. Baleji S. Womack. Inc. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Raymond Publication Date: 12/08/1970 Revision Date: 12/01/1987 Product Type: Case (Field) Abstract: Discusses a decision to abandon pooled selling organization for three-line selling organization and the reorganization of a sales division at the general manager's level. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: Case (Field) Abstract: Documents the evolution of Best Buy. Data on recent new product and line extension projects is provided. Irina. (A). by Stephen A. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: LACC Case Abstract: Documents the evolution of Best Buy. an electronics retailer. by V. carton & container industries Subjects: Communication strategy. Publication Date: 03/21/1991 Product Type: Supplement (Field) Abstract: Jill Beresford has agreed to defend the industry against a leading environmentalist on network TV. Organizational problems.

Marketers must make the most of the communications possibilities at this point to increase their sales. Pricing strategy. Rayport is chairman and founder of Marketspace LLC. But on December 13. Customer service. Boston Author(s): Lovelock. was the leading retailer of consumer electronics.-based Best Buy Co. and cost and occupancy data. For the eight years leading up to 2004. Spanish Version Author(s): Lal. (581008). Retailing. 2005.95 41 579180 Title: Beth Israel Hospital. pricing and service characteristics. The company's stock price fell nearly 12% that day. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Publication Date: 03/01/1979 Revision Date: 11/01/1980 Product Type: Case (Field) Abstract: The hospital is reviewing its obstetrical services and trying to decide on future strategy relative to communications. and Magnolia Audio Video as well as service provider Geek Squad. Important environmental trends include increasing government health regulation. the authors show how this revolution will create a "people-rich" workplace--one that combines the unique capabilities of humans and machines to create a better world for all of us. Bloom. more intensive competition. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy. and related services in North America. Inc. by Christopher H. Services Length: 272p List Price: $32. Retail industry Subjects: Advertising. Hospital administration. Based on extensive research inside both start-up and established businesses. a declining birth rate. Its operations included the distinct store formats Best Buy. Jeffrey F. and related services in North America. Short on appropriately skilled labor and flush with new intelligent technologies. easily identifiable packaging. Industry Setting: Fast food industry. visionary managers are not just outsourcing or sending work offshore for greater efficiency. home-office products. Irina. Rajiv. Retailing..3 billion.28. designing appropriate.Marketing Knoop. the money. Industry Setting: Advertising industry. and changing expectations of maternity care by women. including a new set of segment leaders. Best Buy missed its third-quarter earnings per share (coming in at $0. 9p. 10/30/10 Information technology. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Best Face Forward proposes guiding principles and a practical auditing tool for determining how humans and machines can best collaborate on mediating critical customer interactions. Kristina Publication Date: 11/01/1983 Product Type: Harvard Business Review Article Abstract: The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer. Christopher H. Bernard J. The company's stock price fell nearly 12% that day. Richfield. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co. Competition. Electronic commerce. By making effective displays. home-office products. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. and focusing in-store advertising media on the POP. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. they are recruiting machines into the workforce for greater effectiveness. Regulation Length: 19p Supplementary Materials: Teaching Note. Jeffrey F. John A. a subsidiary of Monitor Group.: CustomerCentricity.-based Best Buy Co. Nonprofit marketing. Inc. and Magnolia Audio Video as well as service provider Geek Squad.28. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization. Knoop. success is based on how well firms manage interactions with customers. the retailer. Jaworski. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch. Rayport and Bernard J. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. a loss of $2 billion in market cap. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization. making shopping exciting. Geographic Setting: Boston. Marketing strategy. Retail industry Subjects: Automation. including a new set of segment leaders. Minn.3 billion. Jaworski argue that as this "frontoffice automation" revolution unfolds.. Public policy. Bernard J. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27. Its operations included the distinct store formats Best Buy. Process innovation. Inc. Sales management. automated. Future Shop in Canada. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 8672 Title: Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers (Hardcover) Author(s): Rayport.30). Far from dehumanizing the workforce. Jeffrey F. and the consumer. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. Health services. Best Buy missed its third-quarter earnings per share (coming in at $0. was the leading retailer of consumer electronics.. For the eight years leading up to 2004. Richfield.30). CannonBonventre. not $0. 2005. Minn. and hybrids of both--to surpass current levels of performance and service. competitive profiles. marketers can address the various interests of the manufacturer. But on December 13. not $0. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever.. In Best Face Forward. Future Shop in Canada. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings.. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston. and the product--converge.. T. Nine pages of exhibits include market trends. a loss of $2 billion in market cap. Tarsis. Service management.

the responses they got were remarkably similar: Customers often value how they interact with their suppliers as much or more than what they actually buy. Competition. PA Industry Setting: Commercial art products Company Size: mid-size Gross Revenues: $94 million revenues Subjects: Consumer marketing.000 units by 1986. The concept of retail servicing is new to B&S.. the executives cited cost-oriented factors such as convenience. Marketing strategy. Customer relations. Legal services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 89506 Title: Beware the Pitfalls of Global Marketing Author(s): Kashani. And despite the vast range of industries represented by the executives they probed.500 units currently in retail outlets. or are their associates widely dispersed? Sparse networks are better. the more sales you'll make. 13p. as art materials traditionally are shipped to the retailer and placed on the shelf by the retailer. Sunil Publication Date: 08/28/2007 Revision Date: 11/26/2008 Product Type: Case (Field) Abstract: Kiran Majumdar-Shaw. and closing the deal. and skills development--to encourage salespeople to adopt a network-based view and make the best possible use of social webs. The relaunch was successful and Henkel attempted to duplicate it with Pritt. (5-509-039). The vice president of marketing must decide on immediate plans to service the 1. and product support and riskoriented factors such as trust. Subjects: Brands. depends on the salesperson acquiring precise and timely information about opportunities from contacts in the marketplace. ultimately. Mark. International marketing. its glue stick. A committee of managers from headquarters and subsidiaries should oversee the global marketing process.500 senior executives in interviews and group discussions. The authors illustrate five different strategies that some companies are using to build a sustainable advantage. Marketing management. and inflexibility in implementation. Carlson 508026 Title: Biocon: Launching a New Cancer Drug in India Author(s): Narayandas. marketing professors Mark Vandenbosch and Niraj Dawar have posed that question to more than 1. Karen A. The salesperson's job changes over the course of the selling process. Strategies built around reducing customers' interaction costs and risk offer a systematic way to tap into new sources of customer value while avoiding the often futile attempt to compete on product innovation. As the main drivers of customer choice. David Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Anyone in sales will tell you that social networks are critical. Merchandising. In 1980. gaining buy-in from potential customers. Carlson. Moreover. Publication Date: 10/01/1982 Product Type: Case (Field) Abstract: Binney and Smith (B&S) was a $94 million company best known for Crayola Crayons. Marketing strategy Length: 10p Year New: 2005 10/30/10 42 583033 Title: Binney and Smith. Marketing implementation. The unit was designed to hold most of the Crayola brand items in a single display. The strategy failed. for instance. compensation. 17p. (583135). Inc. Product management Length: 7p SMR084 Title: Beyond Better Products: Capturing Value in Customer Interactions Author(s): Vandenbosch. a multishelved merchandising unit intended for food and drug chains. But someone who knows lots of people doesn't necessarily have an effective network because networks often pay off most handsomely through indirect contacts. MA Industry Setting: Computer hardware. creating solutions. Managers can use three levers--sales force structure. Kamran Publication Date: 09/01/1989 Product Type: Harvard Business Review Article Abstract: In 1982. by Sunil Gupta. Sales organization. Geographic Setting: Easton. mass merchandisers.: The Fun Center Program Author(s): Bonoma. Geographic Setting: Boston. Other pitfalls include overstandardization. ease of doing business. Subjects: Competitive advantage. narrow vision. and service merchandisers. Distribution planning. Karen A. But that's a vast oversimplification. Das Narayandas Customer Service Department • 60 Harvard Way • Boston. Gupta. Godes. the West German company Henkel relaunched Pattex. B&S developed the Crayola Fun Center. the CEO of Biocon has to make product launch timing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . For example. Thomas V. Do a salesperson's contacts know all the same people. the sales force can be restructured to decouple lead generation from other tasks because some people are very good at building diverse ties but not so good at maintaining other kinds of networks. for example. Closing the deal requires the salesperson to mobilize contacts from prior sales to act as references. Companies that take steps of this kind to help their sales teams build better networks will reap tremendous advantages. Tuba. Different abilities are required in each stage of the sale: identifying prospects. The more contacts you have. Niraj Publication Date: 07/01/2002 Product Type: SMR Article Abstract: Why do your customers choose to buy from you rather than from your competition? For the past three years. and the strength of relationships. by Thomas V. Dawar.000 Gross Revenues: $155 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note.Marketing R0607H Title: Better Sales Networks Author(s): Ustuner. Toy industry Length: 20p Supplementary Materials: Teaching Note. and communications mix decisions relating to the launch of BioMAb. an internationally accepted but stagnating contact adhesive. Bonoma. Electronic components. Geographic Setting: India Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 3. at generating unique information. and current plans for servicing the projected 16. the more leads you'll generate and. Customer service. Das. Different configurations of networks produce different results. pricing. Managers often view sales networks only in terms of direct contacts. confidence. Retailing. Success in the first stage. the density of the connections in a network is important. and the salesperson who develops a nuanced understanding of social networks will outshine competitors. a new cancer drug in India. channel. Cost benefit analysis. The experience illustrates two pitfalls of global marketing: insufficient use of research and poor follow-up.

Distribution. Geographic Setting: Spain Industry Setting: Biotechnology industry Company Size: small Gross Revenues: $7 million sales Subjects: Biotechnology. Author(s): Gourville. Hemopure. Biomed's parent company. At odds are those in charge of Oxyglobin. Exacerbating the problem is the nature of the biopharmaceutical industry. Marketing strategy. a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. (594084). Author(s): Quelch.. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology. Pricing strategy. Product development. Exacerbating the problem is the nature of the biopharmaceutical industry. Product planning & policy Length: 28p Supplementary Materials: Teaching Note.. who worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very highmargin human product. Jose Luis Publication Date: 06/30/1989 Revision Date: 07/27/1989 Product Type: Case (Field) Abstract: Management is reassessing its distribution and product strategies in light of the effects of the integration of the European Community in 1992. who want to see the animal product released immediately. Hemopure. the Swatch is the best-selling watch in history. Product lines Length: 22p 598150 Title: Biopure Corp. there has been a long-running debate within Biopure as how to proceed with Oxyglobin.. by Donald W. Market segmentation. Follows the path from strategy to a powerful sales compensation plan that will support the strategy and encourage salespeople to execute their role within this strategy. Gourville BESTSELLER 504096 Title: The Birth of the Swatch Author(s): Moon. a small biopharmaceutical firm with no sales revenues in its ten-year history. Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: LACC Case Abstract: In 1993. Donald W. Europe. In response to the timing of approval for these two products. Geographic Setting: Thailand Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note. New product marketing. A virtually identical product for the human market. 13p. by Youngme Moon Year New: 2004 506S10 Title: The Birth of the Swatch. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology. 10/30/10 43 where product approval is never a certainty until achieved. and those in charge of the Hemopure. At odds are those in charge of Oxyglobin. as its general manager. A virtually identical product for the human market. New product marketing. Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: Case (Library) Abstract: In 1993. John A. which controls Swatch. Spanish Version Author(s): Moon. Quelch 906A37 Title: Biomed Co.. by John A. Marketing strategy. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: LACC Case Abstract: It is early 1998 and Biopure. John T. the Swatch is the best-selling watch in history. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Traces the history of the watch industry up to the early 1980s.A. Market positioning. Marketing strategy. (599094). has just revised Biomed's market strategy. Ltd. Product lines Length: 18p Supplementary Materials: Teaching Note.9 billion revenues Subjects: Brand management. Consumer marketing. who want to see the animal product released immediately. Nueno. is in the final stages of testing by Biopure and is expected to gain approval within one to two years. a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market.. In response to the timing of approval for these two products. a small biopharmaceutical firm with no sales revenues in its ten-year history.. Consumer goods. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 18p. Also includes a discussion of SMH. 19p. Thai Drugs Co. is in the final stages of testing by Biopure and is expected to gain approval within one to two years. Spanish Version Author(s): Gourville. exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total. when the Swatch was introduced. Market segmentation.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2. has just received government approval to release Oxyglobin. has just received government approval to release Oxyglobin. there has been a long-running debate within Biopure as how to proceed with Oxyglobin. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Biomed Co. Communication strategy. where product approval is never a certainty until achieved..: Designing a New Sales Compensation Plan Author(s): Barclay. Ponlerd Publication Date: 01/09/2007 Revision Date: 03/28/2007 Product Type: Case Publisher: Richard Ivey School of Business/UWO Abstract: A recent MBA graduate was about to return to the family business.. and those in charge of the Hemopure. a change that created the need to realign the sales compensation system to fit with the new strategy. (505010). by John T. Pricing strategy. Ltd. Also includes a discussion of SMH. John T. exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in Customer Service Department • 60 Harvard Way • Boston. (806A37). 7p. Marketing strategy. Barclay Year New: 2007 502S01 Title: Biopure Corp. Traces the history of the watch industry up to the early 1980s. who worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very high-margin human product. Ltd. when the Swatch was introduced. The new general manager was charged with this responsibility.Marketing Year New: 2007 589113 Title: Biokit S. which controls Swatch. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: Case (Field) Abstract: It is early 1998 and Biopure Corp. Switzerland Length: 15p Supplementary Materials: Teaching Note.. Chiemchanya.

(595062). Dolan 596511 Title: The Black & Decker Corp. 25 min. (C): "Operation Sudden Impact" Results-1992-94. (A): Power Tools Division Author(s): Dolan. by Youngme Moon 595057 Title: The Black & Decker Corp. Robert J. Industry Setting: Tool Subjects: Brands. In October 1999 (Red October). This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i. sales promotion. 22p. Product introduction. (598106). International marketing. Bates. Marketing strategy.e. Geographic Setting: California Industry Setting: Internet & online services industries Number of Employees: 200 Gross Revenues: $10 million revenues Subjects: Direct marketing. Publication Date: 03/30/1995 Revision Date: 06/20/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's strategy for the tradesmen market. Dolan 587056 Title: Black & Decker Corp. Robert J.. Geographic Setting: United States Industry Setting: Hand tools & power tools Gross Revenues: $4 billion revenues Subjects: Brands.00 Supplementary Materials: Teaching Note. its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors). Industry Setting: Tool Subjects: Brands. 22p." which are displayed on its website. Competition. Teaching Note. Supplement (Field). Appliances.. Customer Service Department • 60 Harvard Way • Boston. 22p. by Robert J. Must be used with: (595057) The Black & Decker Corp. Tools Length: 25 min List Price: $150. Includes color exhibits. BizRate introduced a number of e-commerce initiatives. Publication Date: 03/30/1995 Product Type: LACC Supplement Abstract: Describes the initial results of Black & Decker's strategy in the United 10/30/10 States. Cynthia A. Robert J. Black & Decker acquired the housewares division of General Electric. but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. Product introduction. by Robert J.9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 501024 Title: BizRate. Tools Length: 2p Supplementary Materials: Teaching Note. International marketing. Product introduction. and merchandising in support of the brand transition from GE to Black & Decker. Electronic commerce. Dolan 9-507-S18 Title: Black & Decker Corp. To date." Must be used with: (595060) The Black & Decker Corp. Marketing strategy. Product introduction. (A): Power Tools Division. (B): "Operation Sudden Impact". International marketing. 3p. (595060). Competition. by Robert J. Tools Length: 6p Supplementary Materials: Case Video. (595061). Youngme Publication Date: 10/10/2000 Revision Date: 03/12/2001 Product Type: Color Case Abstract: BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. Spanish Version Author(s): Dolan. Teaching Note. 6p. Competition. (A): Power Tools Division. (C): "Operation Sudden Impact" Results-1992-94 Author(s): Dolan. continue to collect point-of-sale and follow-up data. by Robert J. Must be used with: (595057) The Black & Decker Corp. International marketing. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's challenges in international markets. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. Robert J. Industry Setting: Tool Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 44 595061 Title: The Black & Decker Corp. Supplement (Field). (B): "Operation Sudden Impact. Publication Date: 08/12/1986 Revision Date: 03/01/1987 Product Type: Case (Field) Abstract: In April 1984. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Dolan. Video Author(s): Black & Decker Publication Date: 03/06/1996 Product Type: Case Video Abstract: Designed for use with Black & Decker Corp. by Robert J. (598106). particularly in Europe and Japan. (596511).: Household Products Group (A) Author(s): Quelch. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes the initial results of Black & Decker's strategy in the United States. Market research Length: 22p Supplementary Materials: Teaching Note.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2. 2p. Dolan.Marketing total. Competition. 22p. Competition. It then makes its findings available to consumers in the form of "BizRate star ratings. Tools Length: 13p Supplementary Materials: Supplement (Field). Marketing strategy. Publication Date: 03/30/1995 Revision Date: 03/30/2001 Product Type: Case (Field) Abstract: Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. (B): "Operation Sudden Impact" Author(s): Dolan. Tools Length: 3p Supplementary Materials: Teaching Note. Dolan 595062 Title: The Black & Decker Corp. Dolan BESTSELLER 595060 Title: The Black & Decker Corp. (A): Power Tools Division. Black & Decker is anxious to regain its market share leadership in particular segments of the market. 14p. (598106). (D): DeWalt Opportunities in Europe and Japan Author(s): Dolan. by Black & Decker. Robert J. International marketing. The new vice president of marketing is reviewing the roles and 1985 budgets for advertising. (598106). Marketing strategy. Geographic Setting: United States Industry Setting: Hand tools & power tools Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Brands. by Robert J. (B): "Operation Sudden Impact" (DeWalt Introduction). Dolan. (501026).com Author(s): Moon. Industry Setting: Tool Subjects: Brands. by Robert J. Product introduction. Marketing strategy. Must be used with: (595057) The Black & Decker Corp. by Robert J. 22p. (598106). John A.

cooperative advertising. Appliances. Brand Transition. This newly introduced product is a "Key Introduction" for Black & Decker's Household Product Group (HPG). Electric industries. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: This rewritten version differs from Black & Decker Corp. Reitz. Minette E.5 billion assets Subjects: Appliances. Quelch. if so. volume rebates. Product recalls. Merchandising. Merchandising. N. Glove Girl was a factory worker at Lancaster-Webb. Craig Smith 590100 Title: Black & Decker Corp. Quelch 587057 Title: Black & Decker Corp. had failed to show. Spanish Version Author(s): Quelch. by John A. 16p. Brands. sales prospect Samuel Taylor. Quelch 502S12 Title: Black & Decker Corp.. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Craig Publication Date: 05/01/1990 Revision Date: 10/23/1991 Product Type: Case (Field) Abstract: Describes the highly 10/30/10 45 successful recall of the Black & Decker Spacemaker Plus Coffeemaker. V. He made a "What's up?" gesture to Judy Chen. Vertical integration Length: 6p R0309Z Title: A Blogger in Their Midst (Commentary for HBR Case Study) Author(s): Suitt. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. volume rebates. Product safety Length: 12p Supplementary Materials: Teaching Note. Craig Publication Date: 04/25/1990 Revision Date: 10/22/1992 Product Type: Case (Field) Abstract: A fire is reported in a Black & Decker Spacemaker Plus Coffeemaker. HPG's president has to decide whether the product should be recalled and. and consumer rebates has been condensed.: Spacemaker Plus Coffeemaker (A) Author(s): Smith. Appliances. Ethics.. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions.Marketing Brands. Pamela. Quelch 590099 Title: Black & Decker Corp. N. Drumwright. 2) ethical considerations in product safety and product recalls. (593036). Bates. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . May be used with: (590100) Black & Decker Corp. Brand Transition Author(s): Quelch. Halley. John A. 3) the role of public relations in product recall. medical director of the Houston Clinic.: Household Products Group (A1) Author(s): Quelch. N. Kasturi.. Consumer marketing. Brands. Bates. (587155). Lancaster-Webb's communications chief. Publication Date: 10/02/1987 Revision Date: 10/06/1992 Product Type: Case (Field) Abstract: This rewritten version differs from Black & Decker Corp. by John A. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. by John A. N. You know. and 2) The detailed information concerning advertising. Craig Smith 500087 Title: Blockbuster (B) Author(s): Rangan. and 2) The detailed information concerning advertising. Cynthia A. 18p. (591068). Retailing. Bates. dating discounts. John A. and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. Ozzie. Publication Date: 08/12/1986 Product Type: Case (Field) Abstract: A shortened version of the (A) case with details of Black & Decker's sales promotion programs abbreviated." Judy said.: Household Products Group. Consumer marketing. cooperative advertising. 16p. Product recalls. "I think she may have stolen your crowd. Cynthia A. 18p. Samuelson.: Spacemaker Plus Coffeemaker (B). More important. Teaching objectives include: 1) managing a product recall. how the recall should be implemented. Merchandising. Withdrawn 11/19/01.: Spacemaker Plus Coffeemaker (A).: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Entertainment industry. Electric industries. Sales promotions Length: 28p Supplementary Materials: Teaching Note. promotion programs.. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. 2) the use of direct marketing in product recall. May be used with: (590099) Black & Decker Corp. Retail industry Subjects: Distribution channels. Erin Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. Ray.5 billion sales Subjects: Appliances. Consumer marketing. Product safety Length: 18p Supplementary Materials: Teaching Note. whose always outspoken. and 3) the meaning of customer care. John A. Objectives include: 1) factors in product recall effectiveness and success." "Who is she?" Will asked. (593036). Appliances. Sales promotions Length: 15p Year New: 2008 588015 Title: Black & Decker Corp. Motameni. "It's Glove Girl. Consumer marketing. by John A. Marketing implementation.: Household Products Group. often Customer Service Department • 60 Harvard Way • Boston. Ethics. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. Sales promotions Length: 14p Supplementary Materials: Teaching Note. Marketing implementation. (587155). by John A.: Spacemaker Plus Coffeemaker (B) Author(s): Smith. Must be used with: (599075) Viacom's "Blockbuster" (A). Consumer marketing.. Sales promotions Length: 25p Supplementary Materials: Teaching Note. 15p. Cynthia A. Industry Setting: Entertainment industry. David. Merchandising. and consumer rebates has been condensed. Quelch. dating discounts. as if this explained anything. Minette E. Drumwright. promotion programs. Consumer marketing. purchase allowances. Weinberger. the blogger. purchase allowances. Brands. She came over to him. and 4) impact of product recalls on product brands. Howard Firestone Publication Date: 06/30/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case.

orders had surged. Cullinane. She came over to him. This paper discusses blogs within the context of creating this new. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. more enduring relationship with the customer. as if this explained anything. Glove Girl was a factory worker at Lancaster-Webb. orders had surged. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. but also tries to engage them with the company. Pamela. This fictional case study considers the question of whether a highly credible. "I think she may have stolen your crowd. Subjects: HBR Case Discussions. had failed to show. whose always outspoken. employees. Subjects: HBR Case Discussions. sales prospect Samuel Taylor. "It's Glove Girl." However. Motameni. online diarist is more of a liability than an asset to her employer. the blogger. This fictional case study considers the question of whether a highly credible. if anything. Samuelson. Marketing strategy Length: 4p Year New: 2004 R0309A Title: A Blogger in Their Midst (HBR Case Study and Commentary) Author(s): Suitt. What. often informative postings on her web log had developed quite a following. The case provides a context for a discussion about word of mouth marketing and social media. and is considering shutting it down. He made a "What's up?" gesture to Judy Chen. Liza. Ozzie. sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. Lancaster-Webb's communications chief. the blogger. but sometimes inaccurate and often indiscreet. Erin. The founder. often informative postings on her web log had developed quite a following. though. and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. What. if anything. but he quickly learned about its power in a briefing with his staff. Joe Publication Date: 07/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: The emergence. sales prospect Samuel Taylor. Glove Girl had questioned the Houston Clinic's business practices." "Who is she?" Will asked. Industry Setting: Internet & online services industries. Glove Girl had questioned the Houston Clinic's business practices. Human resources management. but he quickly learned about its power in a briefing with his staff. VeronJackson. Will was new to the world of blogging. Glove Girl was a factory worker at Lancaster-Webb. Human resources management. medical director of the Houston Clinic. and allows for students to weigh the benefits and drawbacks of this potentiallyimportant form of communication. online diarist is more of a liability than an asset to her employer. and "agents. but sometimes inaccurate and often indiscreet. More important. More recently. should Will do about Glove Girl? May be used with: (R0309Z) A Blogger in Their Midst (Commentary for HBR Case Study). Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. medical director of the Houston Clinic. You know." "Who is she?" Will asked. What. Human resources management. if anything. More recently. whose always outspoken. had failed to show. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Will was new to the world of blogging. as well as about blogs specifically. should Will do about Glove Girl? May be used with: (R0309X) A Blogger in Their Midst (HBR Case Study). After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. This fictional case study considers the question of whether a highly credible. Halley. orders had surged. Customer Service Department • 60 Harvard Way • Boston. proliferation. David. Will was new to the world of blogging. Marketing strategy Length: 4p 10/30/10 Year New: 2004 46 508102 Title: Blogging at BzzAgent Author(s): Godes. (5-508-118). as if this explained anything." Judy said. but also altered the relationship between the business and the customer. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. Ray Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. Marketing strategy Length: 8p NEW R0309X Title: A Blogger in Their Midst (HBR Case Study) Author(s): Suitt. he has been unhappy with the level of interaction the blog has been generating. though. Internet. but he quickly learned about its power in a briefing with his staff. Halley Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. online diarist is more of a liability than an asset to her employer.Marketing informative postings on her web log had developed quite a following. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. Tanuja. and ubiquity of the Internet have not only transformed businesses. More important. Dave Balter. You know." Judy said. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. "It's Glove Girl. Internet. though. Lancaster-Webb's communications chief. Glove Girl had questioned the Houston Clinic's business practices. Telecommunications industry Number of Employees: 75 Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 51p Supplementary Materials: Teaching Note. and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. by David Godes Year New: 2008 BH281 Title: Blogging: A new play in your marketing game plan Author(s): Singh. It also provides examples of other corporate blogs. Media. 17p. David Publication Date: 04/14/2008 Revision Date: 05/15/2008 Product Type: Color Case Abstract: BzzAgent is a word-of-mouth marketing firm. More recently. Internet. should Will do about Glove Girl? Industry Setting: Medical supplies. He made a "What's up?" gesture to Judy Chen. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. but sometimes inaccurate and often indiscreet. She came over to him. Software industry Subjects: HBR Case Discussions. "I think she may have stolen your crowd. Weinberger. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers' attention. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients.

Marketers can test a few combinations of those attributes and levels and can apply logistic regression analysis to extrapolate the probable customer responses to all of the possible combinations. Test markets Length: 7p 905A22 Title: Boots: Hair-Care Sales Promotion Author(s): Shandilya. (883A25). in which they used experimental design techniques to test that company's e-mail marketing campaign. Subjects: Interpersonal relations. Spanish Version Author(s): Rangan. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. largely because there are so many possible combinations of stimuli. Murray J.) developed in collaboration with United Kingdom's top celebrity hairdressers. The marketing manager's challenge was to select one of three promotional alternatives--get three for the price of two. The company can then analyze the experiment's implications for its resources. Geographic Setting: Ontario Industry Setting: Amusement park & attraction industry. The authors use a fictional company. Still. which is comprised of user-generated content and social computing. Marketing planning.0. conditioners. and profitability. The authors also present the results of their work with Crayola. Geographic Setting: United Kingdom Industry Setting: Merchandising Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. which have long been applied in other fields. Susan Publication Date: 01/01/1983 Revision Date: 07/19/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: A large Ontario ski resort faces a decision about whether to invest in facilities for night skiing. let people project the impact of many stimuli by testing just a few of them. It has been very difficult for companies to isolate what drives consumer behavior.: The Night Skiing Decision Author(s): Deutscher. to describe how companies can map out on a grid a combination of the attributes (or variables) of a marketing message and the levels (or variations) of those attributes. by Terry H. mousse. and styling products (gels. By using mathematical formulas to select and test a subset of combinations of variables. revenues. Subjects: Consumer marketing. Market research. V. wax. but also longterm implications for the brands involved. Recreation Company Size: small Subjects: Canada. Jennifer Publication Date: 10/30/1987 Product Type: LACC Case Abstract: Describes in detail the research mounted by five individuals with a $20. Wyner. Bryant Year New: 2006 507S21 Title: Boston Fights Drugs (A): Designing Communications Research.000 budget to combat drug abuse among Boston's school-going population. consultants Eric Almquist and Gordon Wyner explain that although marketing has always been a creative endeavor. Deutscher C0204B Title: A Blueprint for Constructing a Personal and Professional Network Author(s): Krattenmaker. MA Industry Setting: Advertising industry Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: LACC Case. 15p.Marketing Blogs are discussed within the framework of Web 2. But that sort of networking is not only ethically questionable. by Robert J. Fisher. one of the best known and respected retail names in the United Kingdom. Industry Setting: E-commerce. Murray J. Statistical analysis. or an on-pack coupon--for the Christmas season. marketers can model hundreds or even thousands of marketing messages accurately and efficiently--and they can adjust their messages accordingly. In this article. Tom Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Networking has a bad reputation in some circles. while retaining or building brand equity. Marketing strategy. The alternative selected would have both immediate effects on costs and sales. it conjures pictures of shameless self-promoters bent on manipulating every contact for personal gain. They create their own storyboards but are not sure if they are truly better.. it just plain doesn't work. Geographic Setting: Boston. receive a gift with purchase. Lawrence. and dissemination of marketing messages is also demonstrated. Recreation Length: 20p Supplementary Materials: Teaching Note. Bryant. In this article. The professional hair care line consisted primarily of shampoos. Publication Date: 08/23/2005 Revision Date: 03/20/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Boots Group PLC. (805A22). Fisher. Biz Ware. networking experts give their tips for building a personal and professional network that works. Web services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p 83A025 Title: Blue Mountain Resorts Ltd. but has no time to collect further data. provided health and beauty products and advice that enhanced personal well-being. The resort's management is suspicious about the validity of the results of the research. Marketing implementation. Demand analysis.50 R0109K Title: Boost Your Marketing ROI with Experimental Design Author(s): Almquist. The use of blogs by several companies as tools to better engage the customer in the creation. so the management undertakes a market research study. and Internet banner ads. a lot of these messages fail to hit their targets or elicit the desired response: the purchase of a product or service. Eric. etc. Management communication. Terry H. 10/30/10 47 Robert J. Kasturi. Gordon Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: Consumers are regularly blitzed with thousands of marketing messages--television commercials. Demand is very uncertain. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . delivery. Customer Service Department • 60 Harvard Way • Boston. Retail industry. 6p. Burke.. the next generation of the Internet. His primary objective was to drive sales volumes and trade-up consumers from lower value brands. True networking is built on a solid foundation of respect and reciprocity. Networks Length: 2p List Price: $4. telephone solicitations. May be used with: (504008) Meloche Monnex. supermarket circulars. adopting a scientific approach to it may actually make it easier--and more cost effective--for companies to target the right customers. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. Day skiers at the facility are surveyed about their potential interest during the months of February and March. "Experimental design" techniques. Pankaj.

(BWI).. In this article. Communication strategy. Implementation. and other markets. 7p. and 10/30/10 48 additionally. Tomlinson. Kasturi Publication Date: 07/12/1993 Product Type: Case Video Abstract: Contains a set of four ads that were part of the focus-group research conducted by Boston Fights Drugs. Industry Setting: Advertising industry Subjects: Advertising. Social services Length: 12p Supplementary Materials: Teaching Note. V. 5 min. Geographic Setting: Boston. Case Video. Marketing strategy. customers. Jennifer Lawrence. Market segmentation. Geographic Setting: Massachusetts Industry Setting: Boating Company Size: small Gross Revenues: $40 million sales Subjects: Distribution planning. V. by V. Inc. Spence R0303C Title: Bottom-Feeding for Blockbuster Businesses Author(s): Rosenblum. Social services Length: 5 min List Price: $150. And customer relationship management software provides evermore sophisticated ways to identify and eliminate poorly performing customers. V.Marketing (507S21). by Thomas J. (585169). Social enterprise.00 578111 Title: Boston Globe: Advertising the Krugerrand Author(s): Cady.S. 34p. Kasturi Rangan. 7p. commercial. The group must now decide how to implement its findings for maximum impact. he started a company that now serves 390. Joseph Lawler. Social change. Public relations. (589006). On the surface. by Ad Council. Publication Date: 12/16/1977 Revision Date: 06/19/1978 Product Type: Case (Field) Abstract: Describes the manner in which the Boston Globe has made a decision to advertise the controversial Krugerrand Coin. (588032). They create their own storyboards but are not sure if they are truly better. Jennifer Publication Date: 10/30/1987 Revision Date: 11/14/1994 Product Type: Case (Field) Abstract: Describes in detail the research mounted by five individuals with a $20. Rangan. Jennifer Lawrence Year New: 2007 588031 Title: Boston Fights Drugs (A): Designing Communications Research Author(s): Rangan. Kosnik. "How can we make money off the customers that everyone else is shunning?" Consider Paychex. Teaching Note. the movement to banish unprofitable customers seems reasonable. South Africa Length: 18p 584036 Title: Boston Whaler. Mr.000 budget to combat drug abuse among Boston's school-going population. believes that better dealer management is the key to his company's continued growth. Margaret L. Social enterprise. the authors look closely at bottom-feeders--companies that assessed the needs of supposedly unattractive customers and redesigned their business models to turn a profit by fulfilling those needs. Its 250 dealers were served by a small force of regional managers. Kasturi Rangan. Corporate responsibility. Lawrence. Lawrence. (589006). Loyalty. Inc. Lawler wants the dealers' "commitment" to BWI increased. Thomas V. newlyappointed president of Boston Whaler. Doug. John F. 12p. When founder Tom Golisano couldn't convince his bosses at Electronic Accounting Systems that they were missing a major opportunity. Established players had ignored these customers on the assumption that small companies couldn't afford the service. Video Author(s): Ad Council.000 U. Newspapers. V. And they offer lessons that other executives can use to do the same. Case Video. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. Kasturi Rangan 593517 Title: Boston Fights Drugs. Sales promotions. Kasturi. But writing off a customer relationship simply because it is currently unprofitable is at best rash and at worst counterproductive. Jennifer Publication Date: 10/30/1987 Revision Date: 03/11/1992 Product Type: Supplement (Field) Abstract: Describes the results of the advertising pre-test described in the (A) case. Kane. Kosnik. David. Most dealers were not exclusively Whaler distributors. Marketing implementation. Communication strategy. Presents a relatively complete account of distribution management problems. MA Industry Setting: Advertising industry Subjects: Advertising. Recreational equipment. (588032) Boston Fights Drugs (B): Converting Research to Action. V. Considerable public pressure against this decision has led to a reassessment of current advertising and editorial policy. and Whaler sales ordinarily did not account for the majority of dealer revenues. Geographic Setting: New England Industry Setting: Publishing industry Gross Revenues: $100 million assets Subjects: Advertising. by V. (593517). Social change. Industry Setting: Advertising industry Subjects: Advertising. Communication strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Social change. by Thomas V. Executives need to ask. Social services Length: 33p Supplementary Materials: Supplement (Field). Customer retention. (593517). Shirley M. Scott. Publication Date: 09/29/1983 Revision Date: 10/31/1984 Product Type: Case (Field) Abstract: Mr. high performance line of power and other boats for the recreational. minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. BWI manufactured a high-price.: Managing the Dealer Network Author(s): Bonoma. Subjects: Customer relations. Customer Service Department • 60 Harvard Way • Boston. Kasturi. Larry Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Marketing experts tell companies to analyze their customer portfolios and weed out buyer segments that don't generate attractive returns. a payrollprocessing company that built a nearly billion-dollar business by serving small companies. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. Ethics. allows a thorough key account analysis of BWI's top 50 dealers. each employing around 14 people. Social enterprise. whether through new dealer agreements. Shipbuilding Length: 22p Supplementary Materials: Teaching Note. Students must develop an appropriate corporate policy for advertising. by Thomas J. Sales management. Bonoma. Kasturi Rangan 588032 Title: Boston Fights Drugs (B): Converting Research to Action Author(s): Rangan. training. 15p. 5 min. Loyalty experts stress the need to aim retention programs at "good" customers--profitable ones--and encourage the "bad" ones to buy from competitors. by Ad Council.

Analyzing. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. Joachimsthaler. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. Analyzing. V. and Predicting Author(s): Srinivasan. Market positioning. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. 10/30/10 49 Developers. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. Seenu Publication Date: 05/08/2006 Product Type: Faculty Seminar Video Medium: CD-ROM Publisher: Stanford University Abstract: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit based on investment in brand? In this presentation. Youngme Publication Date: 01/12/2007 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Have you positioned your brand to best engage the interest of potential customers? Professor Youngme E. Moon cites numerous examples of companies. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. analyzing. Brands. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. but ultimately it's the CEO's job to stop brand dilution. professor V. Evidence suggests managers need to assess both consumer familiarity with. and stealth positioning--that such companies have used to dominate their product categories. (8280BC) Core Brand Message: How to Build a Unique Brand. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. IKEA. She presents four positioning strategies--iconic. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. and nonattribute preference--and reveals how much each contributes to brand equity. and predicting a brand's equity in a product market. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Tarnished Treasures. the brand. Seenu Srinivasan shares his research on measuring. whose unorthodox approaches have allowed them to steal share from all segments of the market. Vicki R.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy. analyzing. attribute perception biases. and Sony. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: Identifying and clarifying your brand icons--defined as anything that is unique to your brand and that brings up an image of your brand in the customer's mind--is an important step in creating a brand roadmap.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon. Publication Date: 01/15/1998 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Attempts to leverage a brand's value by brand extensions run the risk of undermining the value of the brand. and Diamonds--is offered for describing the degree of brand balance. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser. Seenu Publication Date: 05/08/2006 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit based on investment in brand? In this presentation. and predicting a brand's equity in a product market. Consumer marketing. Subjects: Brands. attribute perception biases. breakaway. The fault lies partly with marketers and ad agencies. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. Marketing strategy. reverse.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane. (8282BC) Brand Icons: How to Build a Unique Brand. Her insights and analyses can help you to position your product to its best advantage. (8281BC) Brand Personality: How to Build a Unique Brand. Trout. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. Subjects: Brand management. Analysis indicates that brands balanced in terms of consumer familiarity and consumer regard have higher potential for leveraging than do brands high in one of those characteristics but low in the other. (8280BC) Core Brand Message: How to Build a Unique Brand. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. V. and consumer regard for. David A. Troopers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products... Seenu Srinivasan shares his research on measuring. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. (8279BC) Core Brand Values: How to Build a Unique Brand. A fivefold typology of brands-Coveted Icons. (8279BC) Core Brand Values: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6. and nonattribute preference--and reveals how much each contributes to brand equity. professor V. such as JetBlue. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: A well-defined brand personality can create an immediate point of differentiation in the marketplace. This chapter will help you determine which brand icons will work best for your brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 70 min Year New: 2007 CMR177 Title: The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge Author(s): Aaker. Kevin J.

Marketing Product Type: CMR Article Publisher: California Management Review Abstract: The classic brand manager dealt with simple brand structures in part because he or she was faced with a relatively simple environment and simple business strategies. it has ensured the effective use of limited resources and built a competitive advantage through considered action.-featuring Missy Elliott. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand. Alvin J. waste. Consumer marketing. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Brand management. Convictions. such as a mobile news ticker for the 2004 European soccer championship. Adhering to a core set of values. But few can objectively assess their brand's particular strengths and weaknesses." A coherent brand architecture can lead to impact. Flexibility. Consumer marketing. channel dynamics. Today the situation is far different. there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. and New Zealand Wine Author(s): Beverland. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk. managers can come up with a comprehensive brand report card. he says. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire. confusion. Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller. Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. and their alternatives. Marketing mixes. Introduces a specific campaign--Respect M. Subjects: Brands. Katherine N. Marketing management. To give managers a systematic way to think about their brands. Brand managers now face market fragmentation. if pressed. clarity. Finally. the "brand relationship spectrum. he looks at management considerations: Managers of strong brands understand what the brand means to customers. Marketing strategy 10/30/10 Length: 3p 50 BH159 Title: Brand Value. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. Most have a good sense of one or two areas in which their brand may excel or may need help. Brands. (502083) Inside Intel Inside. By blending four different types of marketing practices. United Kingdom. 5p. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. Elizabeth. Sultan.. global realities." It is intended to help brand architecture strategists employ insight and subtlety to subbrands. Pricing truly reflects consumers' perceptions of value. In addition. Michael Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: How can small firms compete successfully in today's complex and dynamic markets without selling out? Seemingly only highly resourced companies can develop global brands that afford some degree of protection from turbulent market forces. Subjects: Brand equity. Lemon. Brand management.E. Geographic Setting: New Zealand Industry Setting: Wine industry Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2005 905A24 Title: The Brand in the Hand: Mobile Marketing at Adidas Author(s): Rohm. many would find it difficult even to identify all the factors they should be considering. The brand stays consistent. Keller. synergy. Wesley. and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear. Palliser has created a unique cultural outlook that other small business owners can adopt. This article introduces a powerful brand architecture tool. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. By grading a brand according to how well it addresses each dimension. the growth of global mobile marketing practices. and several mobile marketing communications campaigns that Adidas launched in 2004. May be used with: (501004) Brand Report Card Exercise. Presents company background information. And the company consistently measures sources of brand equity. Subjects: Brands. Geographic Setting: Europe. David Publication Date: 09/26/2005 Revision Date: 11/07/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The global media manager for Adidas International is responsible for developing and championing a new marketing strategy at Adidas called "brand in the hand" that is based on the convergence of cell phones and wireless Internet. They stay relevant to customers over time. May be used with: (R00104) The Brand Report Card. Andrew. Kevin L. and leverage rather than market weakness. a popular female hip-hop artist. Bornheimer. (501006). A full range of marketing tools are employed to build brand equity. and business environments that have drastically changed their task. endorsed brands. Fareena. Elizabeth Bornheimer. Marketing mixes. data on the penetration of mobile devices such as cell phones. Kevin L. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. Sub-brands relate to one another in an orderly way within a portfolio of brands. In doing so. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Kevin L. Consumer marketing. and missed opportunities. The company gives the brand proper support and sustains it over the long term. But. Subjects: Brand equity. Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon. This set of challenges has created a new discipline called "brand architecture. United States Customer Service Department • 60 Harvard Way • Boston. Publication Date: 08/15/2000 Product Type: Exercise Abstract: Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. by Katherine N. By doing the same for competitors' brands. Brands. Marketing management.

Marketing strategy. Financial services. Second. Publication Date: 11/15/2002 Product Type: LACC Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Subjects: NO SUBJECTS(KEYWORDS) 10/30/10 Length: 25p List Price: $6. Douglas B. including Salomon Smith Barney and Primerica.556 million revenues Subjects: Brand management.95 Year New: 2006 51 503045 Title: Brands and Branding Author(s): Holt. Both entities historically had very different cultures. decisions must be made early and decisively to prevent damaging brand equity. by David Wesley Year New: 2006 F00604 Title: Branded by the Past Author(s): Ettenson.95 Year New: 2007 2602BC Title: Branding: Differentiation that Customers Value Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Selling a product or service is easy when it operates as it should. It's history. a team of managers was responsible for recommending to top management a new brand identity that would unite the entire organization and provide it with a strategic focus. Retention. (2572BC) Competitive Analysis: Understand Your Opponents. Consistency. Subjects: Brand management. Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses. (2653BC) Marketing Across Borders: It's a Big. Douglas B. driving a radically different approach to branding. manufacturers have reason to be concerned. social. Applications. Harding. Big World. and Pitfalls. Global Research Group. There are more private labels on the market than ever before. NY Number of Employees: 255. Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Abstract: In Spring 1998. (2637BC) Integrated Marketing Communications: Creativity. Brands. John A. The new brand also had to inform customers and shareholders of Citigroup's new financial capabilities and allow cross-selling without sacrificing the power of component brands. psychological. New Challenge. Rohit. marketing managers need to consider factors that don't apply in domestic markets. for instance. But many manufacturers have not fully recognized two important points in considering this threat. Marketing management Length: 1p 504023 Title: Branding Citigroup's Consumer Business Author(s): Deshpande. and Positioning. Jill Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: In a global economy. privatelabel market share generally goes up when the economy is suffering and down in stronger economic periods. the authors introduce basic branding strategy as well as warn of over-differentiation. Four dimensions of the brand are described: economic. Spanish Version Author(s): Holt. unit share of storebrand goods place first. financial services company to combine banking. companies must reinvent their marketing function. David Publication Date: 01/01/1996 Product Type: Harvard Business Review Article Abstract: How real is the private-label threat to branded products? What should national-brand manufacturers do about it? On the one hand. Richard. Consumer behavior. rather than knowledge about individual consumers. and Effective Resource Allocation. Marketing strategy. Subjects: Consumer behavior. which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied. (2580BC) Market Customization: Market Segmentation. 13p. (2629BC) Pricing It Right: Strategies. Product positioning Length: 12p NEW 503S80 Title: Brands and Branding. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. and they must hire and train cultural activists. Brands. Brands. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (2564BC) Creating a Marketing Plan: An Overview. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. collectively. International marketing.Marketing Industry Setting: Apparel & textile industries Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note. (2610BC) The Right Customers: Acquisition. First. (2645BC) Interactive Marketing: New Channel. International marketing Length: 22p NEW 4857BC Title: Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt. It was the first U. Knoop. During completion of the merger. insurance. Targeting. When an Israeli refuses to buy a German car. and investments under one umbrella. Subjects: Brand management. Geographic Setting: New York. manufacturers of brand-name products can have significant influence on the Customer Service Department • 60 Harvard Way • Boston. Product positioning Length: 13p NEW 96109 Title: Brands vs. Douglas B. Corporate culture. Consumer behavior. and Development. Publication Date: 11/15/2002 Revision Date: 03/11/2003 Product Type: Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic. second. resulting in a loss of customer equity. They must assemble cultural knowledge.. and symbolic. International business. and is backed by customer service--and many products may fall into this category. the issue isn't product quality. rather than stewards of brand essence. (805A24). or third in 177 of 250 supermarket product categories in the United States. Klein. is easy to buy and operate. Private Labels: Fighting to Win Author(s): Quelch. In a tense post-merger situation. and symbolic.000 Gross Revenues: $92. In this chapter.S. psychological. They must strategize according to cultural branding principles. (2599BC) Developing New Products and Services: The Marketer's Role. social. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: To systematically build iconic brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.

Marketing strategy. Marketing strategy. which adds to the concerns of those who believe that the new shaver.Marketing seriousness of the challenge posed by private-label goods. Others believe that Braun needs to offer more than "just" a new shaver at a time of declining market share. should be launched solo. A company can use these techniques to go on the offensive and transform a category by demolishing its traditional boundaries. Nikon's line of SLR camera bodies and lenses and Rolm's telephone switching system. Publication Date: 11/01/1987 Product Type: Harvard Business Review Article Abstract: Large U. Cespedes. products inevitably follow a course of growth. Marketing management. (593121). they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase. How they launch and market this new product around the world may determine the fate of the Braun brand into the 21st century. Illustrates different ways in which a product may break with the past." a critical challenge is how to position the radically new product both to gain new. It is difficult for managers to look at a competitive threat objectively and in a long-term context when day-to-day performance is suffering. companies can change how customers mentally categorize them. Product lines. Non-store retailing. A simple application of economic theory shows that overpromotion costs too much whatever extra volume is generated will be eaten up by increased competition. consumer goods manufacturers and retailers have seen profits decline disastrously when they have overpromoted lines to stimulate short-term volume. Braun has a revolutionary new shaving system and is struggling over how to communicate its benefits to the market." Geographic Setting: Germany. The four examples are those of the IBM PS/2 family of personal computers. Marketing strategy. convenience-oriented consumers and to keep loyal. Supplement. Retailing Length: 11p BESTSELLER DMI018 Title: Braun: The Syncro Shaver (B) Author(s): Freeze. Marketing management. Non-store retailing.S. Its intention is to indicate both the potential and the uncertainties involved in the formulation of marketing strategies for this emerging marketplace. Product planning & policy. (DMI020). Also provides pertinent background information and discussion questions for cases and research concerning longdistance data networks. is not quite yet debugged. 13p. (DMI019). The author describes three positioning strategies that marketers use to shift consumers' thinking. conservative customers who want "only a closer and more comfortable shave. Clayton Christensen described how new. Reverse positioning strips away "sacred" product attributes while adding new ones (JetBlue. and (more generally) companies involved in marketing information services. potential markets and competitors. 5p. leaving the cleaning center as an attractive accessory. Consumer electronics Subjects: High technology products. John F. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Publication Date: 07/13/1983 Product Type: Note Abstract: Provides an overview of the technology. Product management. It doesn't have to be that way. Retailing. data-base providers. maturity. Anirudh Publication Date: 05/11/1992 Revision Date: 07/05/1994 Product Type: Case (Library) Abstract: Describes four examples of product change where the new version of the product makes a "break with the past" in some important respect. Freeze Year New: 2006 584006 Title: Brave New World: Note on the Data Communications Marketplace-1983 Author(s): Cady. Technological change Length: 5p Supplementary Materials: Teaching Note. simple technologies can upend a market. and customers who learn to wait for a sale rather than to buy at full price. by Karen J. 5p. for example. Sales promotions Customer Service Department • 60 Harvard Way • Boston.. says Harvard Business School marketing professor Youngme Moon. Its novel feature. Breakaway positioning associates the product with a radically different category (Swatch chose not to associate itself with fine jewelry and instead entered the fashion accessory category). By positioning their products in unexpected ways. Global. Industry Setting: Computer industry. But the authors strongly advocate keeping the private-label challenge in perspective. Industry Setting: Retail industry Subjects: Brands. Technology. withheld the expected first-class seating and in-flight meals on its planes while offering surprising perks like leather seats and extra legroom). Thomas F. Freeze. Youngme Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: Most firms build their marketing strategies around the concept of the product life cycle--the idea that after introduction. an automatic cleaning center. Industry Setting: Retail industry Subjects: Consumer behavior. Information services. by Anirudh Dhebar 87613 Title: A Breeze in the Face Author(s): Schuster. Product positioning Length: 8p Year New: 2005 592097 Title: Breaking with the Past?: Four Examples of Product Change Author(s): Dhebar. Telecommunications Length: 36p R0505E Title: Break Free from the Product Life Cycle Author(s): Moon. outstanding in itself. and is useful for discussing the reasons for making a break and the implementation of the break in the context of a product line. In an analogous way. by Karen J. Subjects: Marketing strategy. Pricing. and certain key marketing issues associated with data communication networks as of 1983. Companies that disrupt a category through positioning create a lucrative place to ply their wares--and can leave category incumbents scrambling. In doing so. For a company whose new "brand promise" is "Designed to Make a Difference. Lotus 1-23 spreadsheet software. local-area networks. And stealth positioning acclimates leery consumers to a new offering by cloaking the product's true nature (Sony positioned its less-thanperfect household robot as a quirky pet). Telecommunications industry Subjects: Computer industry. Karen J. Product life cycle. United States Industry Setting: Consumer electronics Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. Frank V. Industry Setting: Office furniture & equipment. and decline. these positioning strategies can exploit the vulnerability of established categories to 10/30/10 52 new positioning. Information services. overhead costs. Publication Date: 03/24/2006 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Two years later.

May be used with: (582088) U. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Author(s): Bell. when manipulated or otherwise changed. Planning systems. Jeffrey R. 41p. The first part tracks the company's main business drivers--those business conditions that. and monitor progress. Machinery. reveals that Brim underwent a successful relaunch. the board can expose inadequate marketing campaigns. about the team being well known for its Customer Service Department • 60 Harvard Way • Boston. far from the executive suite and boardroom. Jackson describes how he took over the Globetrotters in August 1993. The Magic Matrix has proven to be a powerful planning and analysis tool for such processes as sales forecasting. 1p. in detail. which is to be handed out during class on Day Two of a two-day series. Publication Date: 02/10/1982 Revision Date: 06/26/1985 Product Type: Case (Field) Abstract: Set in 1981. Publication Date: 11/05/2003 Product Type: Note Abstract: Describes the Magic Matrix. direct management to address the problem. Armed with a clear understanding of marketing's role and performance. and they are often poorly aligned with corporate strategy. China. The Supplement describes legal developments since the mid-1978 setting of the series and up to 1982. Publication Date: 11/16/1982 Product Type: Note Abstract: Presents a brief summary of some of Sultan's account of pricing history in the electrical equipment industry.000 Gross Revenues: $750 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Agribusiness. Industry Setting: Electric power. by George S. intending to fold the team and replace it with an organization that would sell Globetrotters merchandise.. Marketing planning. they've devised a "marketing dashboard.and long-term revenue goals.Marketing Length: 5p 999008 Title: Bridge the Gap Between Strategy and Tactics with the Magic Matrix Author(s): Shapiro. David. Customer relations. irrelevant. marketing functions typically reside deep in the organization. It is to set straight the legal record of the case sponsor. Product portfolio management Length: 6p Supplementary Materials: Supplement (Field). Gail Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: Misguided marketing strategies have destroyed more shareholder value than shoddy accounting or shady fiscal practices. Industrial markets. Williams. Quelch. Machinery industry Subjects: Electric industries. Competition. Barbara B. Boards of directors. will directly and predictably affect the company's performance. and resource allocation. and market segments and accounts simultaneously. Benson P. General Foods Corp. Mannie Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: In 1992. The Chinese market for milk products is still wide open. Corporate strategy. Growth strategy Length: 20p Supplementary Materials: Teaching Note. (582089) Brim (A). The dashboard has three parts. Williams.S. each of which the board should review regularly. McGovern. Instead of shutting things down for good. And the third part provides an overview of the company's marketing skill set so the board can determine not only if the company has enough marketing talent. by Robert J. but Honeywell executive and former Globetrotter Mannie Jackson believed the brand still had value after 75 years in the public eye. or misleading. Teaching Note. Forecasting. which is both a chart and a process that enables executives to manage their product/service lines. Blair. (585108). Marketing strategy. Agriculture.. Pricing Length: 3p 905404 Title: Bright Dairy & Food Co. Demographics. Marketing strategy Length: 10p Year New: 2004 R0105B Title: Bringing a Dying Brand Back to Life Author(s): Jackson. the Harlem Globetrotters were headed toward extinction. various forms of the Magic Matrix and how they can be used in a wide variety of management processes. (505066). Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages. But those plans changed when he met with the team for the first time and looked into the eyes of some of the great ones from the Globetrotters' past. Crawford. Profitability analysis. To help remedy that problem. but also if it has the right marketing talent. Bell Year New: 2004 582090 Title: Brim (B) Author(s): Yip. Retail Coffee Market (B). by David E. profitability analysis. Distribution. the dashboard allows the board to assess quickly and routinely the effectiveness of its company's marketing strategies. 3p. Growth strategy. but that the threat from High Point is greater. it would seem. Market segmentation. He bought the organization in order to translate this widespread brand recognition into financial results. (83308) The Globalization of Markets. Marketing management. have compelling reasons to monitor their companies' marketing activities. Hal Publication Date: 10/29/2004 Revision Date: 03/25/2005 Product Type: Case (Field) Abstract: Bright Dairy has been growing rapidly since becoming a public company. Subjects: Business plans. Retail Coffee Market (A). (583001).. Explains. this case. Marketing information systems. Again the class has to develop a strategic plan. Resource allocation Length: 24p NEW 583072 Title: Brief Note on Pricing in the Electrical Equipment Industry Author(s): Jackson. May be used with: (R0409D) How Global Brands Compete. David E. Jeffrey R. Legal aspects of business. Jackson started preaching to the squad about building a competitive team.. Yip. George S. Market selection. Market structure. The authors argue that boards lack a clear understanding of how their companies are meeting customer needs and how their marketing strategies drive (or often fail to drive) top-line growth. What should it be doing to make sure it captures a significant share of the potential market? Geographic Setting: China Industry Setting: Agriculture industry Number of Employees: 15. Marketing planning.S. Hogan. Dolan R0411D Title: Bringing Customers into the Boardroom Author(s): Court. Market segmentation. Subjects: Board of directors. John A. (507701) Measuring Marketing Performance." a series of management reports that could 10/30/10 53 give the board this critical knowledge. Unlike isolated measures of marketing performance that are often insufficient. Yet. Ltd. (582087) U. The second part describes the specific innovations in a pipeline of growth ideas that will allow the company to reach its short.

Retailing Length: 24p Supplementary Materials: Teaching Note. Must be used with: (585014) British Airways. audiences and arena managers did. about the players working more with kids. Management of change. John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: LACC Case Abstract: In a race for installed base. Publication Date: 11/14/1985 Product Type: Case Video Abstract: Presents a videotaped interview with the director of marketing of British Airways. Brand management. and 2) failing to recognize the quite different organizational demands of the women's fashion business. (886518). an installed base and a strong brand equity. to take the business forward into a less friendly environment. The players believed--and slowly but surely. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror. Marketing management. Publication Date: 07/17/1984 Revision Date: 04/16/1997 Product Type: Case (Field) Abstract: British Airways (BA) has recently introduced a global advertising campaign. Subjects: Advertising campaigns. Consumer marketing. Marketing strategy. and management must use its legacy. The development of the campaign and its implementation are discussed. forging good business relationships. (501067). too. Publication Date: 07/17/1984 Revision Date: 04/16/1997 Product Type: LACC Case Abstract: British Airways (BA) has recently introduced a global advertising campaign. Airlines. Entertainment industry.00 589089 Title: British Airways: "Go for It. Consumer marketing. by John A. Brands. and management must use its legacy. Major issues Customer Service Department • 60 Harvard Way • Boston. an internationally known. Brand management. exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. Video Author(s): Quelch.S. 10 min. Spanish Version Author(s): Deighton. By focusing on providing quality basketball. Clorox's Brita skillfully exploits a tide of water safety concerns. International business Length: 28p 54 585014 Title: British Airways Author(s): Quelch. The company is experiencing the worst downturn ever in its U.5 billion assets Subjects: Advertising. Stephen A. Teopaco. Geographic Setting: United States Industry Setting: Airline industry 10/30/10 Gross Revenues: $2. by John A. Author(s): Deighton. John L.K. Italy.5 billion assets Subjects: Advertising. 16p. 8p. Advertising campaigns. Clothing. Test markets Length: 19p 504S10 Title: British Airways.Marketing contributions to charities. by David E. 12p. Jackson helped the Globetrotters dramatically increase revenue. John A. Quelch. to take the business forward into a less friendly environment. Quelch 886518 Title: British Airways. Industry Setting: Entertainment industry Subjects: Brand equity. and insisting on accountability in the business. Publication Date: 02/11/2003 Revision Date: 04/15/2003 Product Type: Color Case Abstract: Should Brioni. New product marketing. New product marketing. Spanish Version Author(s): Quelch. Sports Length: 7p 503057 Title: Brioni Author(s): Bell. International business Length: 10 min List Price: $150. Market positioning." Alternative strategies range from doing nothing to staging an ambitious sales promotion. and attendance. Advertising campaigns.S. an installed based and a strong brand equity. David E. Test markets Length: 18p Supplementary Materials: Teaching Note. (503089). Airlines.. Organizational change. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close.S. Marketing strategy. The dangers are: 1) compromising the existing image. America!" Promotion (A) Author(s): Greyser. Marketing management. Jim Harris Interview. Includes color exhibits. growing a home water (filtration) business from inception to a 15% U.. Consumer marketing. Product life cycle. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. Geographic Setting: Italy Industry Setting: Apparel industry Gross Revenues: $150 million revenues Subjects: Brand equity. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. The development of the campaign and its implementation are discussed. Airlines. John A. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. with increasing returns to scale and a delicate acquisition versus retention balance. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. household penetration in ten years. growing a home water filtration business from inception to a 15% U.-U. Product life cycle. John A. The decision in the case arises as the period of increasing returns seems to be drawing to a close. Bell NEW 500024 Title: The Brita Products Co. (587016). profit. by John Deighton BESTSELLER 503S63 Title: The Brita Products Co. International business Length: 27p Supplementary Materials: Teaching Note. Publication Date: 01/31/1989 Revision Date: 12/05/1991 Product Type: Case (Field) Abstract: Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. and about rebuilding the quality of the organization. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Airline industry Gross Revenues: $2. John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: Case (Field) Abstract: Clorox's Brita skillfully exploits a tide of water safety concerns. Case Video.

Service management Length: 22p Supplementary Materials: Teaching Note. 9p. Stephen A. is examined. Marian C. press coverage. Ltd. entitled "The World's Biggest Offer" attempted to lure back passengers world-wide. a former executive at MTV. Glinska. and to assess the appropriateness of BA's recycling of the promotion. Product introduction. Public relations. Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement. Airlines. BA manager's decided to re-run a promotion that had been very successful for them in 1986. sales had begun to lag. and the implementation and integration of advertising. Gosia Publication Date: 03/01/2007 Product Type: Case (Field) Abstract: Brooke Correll. Sales promotions Length: 2p 592051 Title: British Airways: "The World's Biggest Offer" Author(s): Greyser. (UV0746). and effect on overall market share. Airlines. and details on both execution and results are presented. Clos Du Val had seen its glory days.e. Direct marketing. Leavitt. database. California. British Airways (BA) was facing the prospect of a serious business downturn caused by the combination of war in the Persian Gulf and a deepening recession in the United States. Moore. Also provides details on the state of competition among various airlines on the North Atlantic route between the United States and Great Britain. The campaign. 2p. joined the privatelyowned Clos Du Val Wine Company. by Marian C. Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement. Public relations. 13p. Wendy Schille 592050 Title: British Airways: "Go for It. and public relations efforts within a compressed time frame.. American Express.. 9p. America!" Promotion (B) Author(s): Greyser. During the 1990s. Schille. by Stephen A. America!" Promotion (A) and (B) to allow students to compare the situations facing BA in 1986 and 1991. Must be used with: (589089) British Airways: "Go for It. Sales promotions Length: 23p Supplementary Materials: Supplement (Field). Glinska. as in the past. Donald M. Stephen A. Organizational change. Public relations. Technological change Length: 26p Year New: 2005 598136 Title: Bronner Slosberg Humphrey Author(s): Bell. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A). Correll has to chart a new course for the winery to revive the oncehot brand and to escape flagging sales. The promotion. Growth management. David E. as a director of marketing. which used public relations (rather than advertising) as the primary communications element. Gosia Glinska.. Mamoon Publication Date: 03/11/2005 Revision Date: 08/16/2007 Product Type: Case (Field) Abstract: Brocade management is preparing for the launch of a new technology for data storage. web). in Napa. Industry Setting: Airline industry Company Size: large Subjects: Advertising. (592050). Gosia Glinska Year New: 2008 UV0743 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (B) Author(s): Moore. Wendy Publication Date: 11/05/1991 Product Type: Case (Field) Abstract: In early 1991.. Management of crises. terrorism). Brands. Innovation.Marketing include: the role of sales promotion in addressing consumer perceptions of a life-and-death issue (i.. with high ratings accompanied by robust sales. and WineShopper. and how to price the router. by David E. however. (UV0746). and/or opening global offices. effect on bookings. Options include selling 10/30/10 55 individual services (teleservices. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . how to leverage the OEM partners in convincing end customers to adopt it. Forces students to understand the traditional segmentation of the data storage market and whether firms should concentrate on specific segments.. Industry Setting: Advertising industry Subjects: Advertising. Geographic Setting: Silicon Valley Gross Revenues: $525 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: High technology. Moore. As the winery's first marketing professional. Wendy Publication Date: 11/05/1991 Revision Date: 10/14/1993 Product Type: Supplement (Field) Abstract: Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA. by Marian C. Industry Setting: Advertising industry Subjects: Advertising. Management of crises. entitled "Go For It. Market segmentation. To be used with British Airways: "Go For It. and FedEx. Management of crises. Hamid. New product marketing. Airlines. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. Elie. A new CEO takes over from the company's founder and is wondering how to grow the company. America!" Promotion (A). Supplement. Schille. 9p. Bell UV0742 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) Author(s): Moore. Marian C. sales promotion.com. Greyser. Pricing. Also forces students to grapple with the willingness of end customers to adopt new solutions in the high-tech realm. Gosia Glinska Year New: 2008 Customer Service Department • 60 Harvard Way • Boston.. (598141). Gosia Publication Date: 04/17/2007 Product Type: Supplement Abstract: An abstract is not available for this product. Publication Date: 03/25/1998 Revision Date: 12/09/1999 Product Type: Case (Field) Abstract: Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T. Geographic Setting: United States Industry Setting: Advertising industry Number of Employees: 700 Gross Revenues: $700 million revenues Subjects: Advertising. America!" successfully lured back American tourist passengers who had been scared away from Europe by the threat of terrorism. (UV0743). Students must determine the target market for the router. The 1991 promotion. Moore. a market that accounted for nearly 40% of BA's passenger traffic. Ziff-Davis Media. Co-founded by an expert winemaker with ties to the famous Chateau Lafite-Rothschild. by Marian C. Sales promotions Length: 7p 505064 Title: Brocade: Launching the Multiprotocol Router Author(s): Ofek.

in Napa.. a former executive at MTV. Marketing implementation. retain customers. sales had begun to lag. Kristina Publication Date: 04/22/1982 Revision Date: 03/23/1984 Product Type: Case (Field) Abstract: The Brookfield personal business computer (PBC) had been introduced in April. Industry Setting: Web services Gross Revenues: $16 billion Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note. Sensiper.. How to protect your brands? Avoid using repeated discounting to boost sales if price-sensitive consumers are straying from your brand. joined the privately owned Clos Du Val Wine Company. marketed in which countries. Barbara B. To build and maintain lasting customer ties. Jeffrey. In June 2001. Sylvia.. See also the A and B cases. As the winery's first marketing professional. Marcel. Correll must chart a new course for the winery to revive the oncehot brand and reverse flagging sales. Instead. Office equipment. by Samuel E. High technology products. Consumer marketing. Then dedicate most of your marketing budget to high-ROI scenarios. Publication Date: 07/13/1998 Product Type: Case (Field) Abstract: Microsoft is planning the introduction of Internet Explorer along with Windows 95. Office equipment. and "The Brand Report Card" by Kevin Lane Keller. Bodily Year New: 2008 85608 Title: Build Customer Relationships That Last Author(s): Jackson. Industrial markets. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A). Marian C. Sales management Length: 8p UV0583 Title: Browser Wars: Microsoft Versus Netscape Author(s): Bodily. Mela. however.S. beef up your advertising. with high ratings accompanied by robust sales. Cofounded by an expert winemaker with ties to the famous Chateau Lafite Rothschild. While it had met corporate sales goals. "Optimal Marketing" by Marcel Corstjens and Jeffrey Merrihue. (UV0584). new product development. Glinska. in which countries.. McAlexander. and handling of the PBC by various channels.'s Personal Computers (B) Author(s): Salmon. as director of Marketing. Consumers are buying more nonbranded products. Keller. concentrate on stealing over time. High technology Gross Revenues: $350 million revenues Subjects: Computer industry. Corstjens. will yield the biggest profits. Publication Date: 11/01/1985 Product Type: Harvard Business Review Article Abstract: Marketing has long emphasized the importance of being close to the customer. CannonBonventre. Gosia Publication Date: 11/29/2007 Product Type: Supplement Abstract: This three-part case series traces the fortunes of a California winery. Should Microsoft go for initial share. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2008 582130 Title: Brookfield Corp. Walter J. Kristina Publication Date: 04/14/1982 Revision Date: 07/11/1986 Product Type: Case (Field) Abstract: Should a major U. Discussed here are the concepts of relationship marketing and transaction 10/30/10 56 marketing and how customers' purchasing behaviors call for one or the other approach. Carl F. Walter J. John Publication Date: 08/23/2000 Customer Service Department • 60 Harvard Way • Boston. marketers will profit from careful and explicit consideration of their customer relationships. Subjects: Customer relations. Brooke Correll. 7p. Analytically determine which products. California. Geographic Setting: United States Industry Setting: Personal computer industry. and you win customers' enduring devotion and the profits that come with it. CannonBonventre. Clos Du Val had seen its glory days. Brookfield had hoped for better sales performance. office equipment manufacturer enter the personal/small business computer market using off-the-shelf components? What marketing and support program(s) would be required to sell them through direct as well as reseller channels? To be used with Brookfield (B). Purchasing Length: 8p 2282 Title: Building A+ Brands (HBR Article Collection) Author(s): Lodish. (UV0743) Brooke Correll and Clos Du Val: Adventures in Napa Valley (B). High technology Gross Revenues: $350 million revenues Subjects: Computer industry. Mela. Why Are They Managed over Quarters?" by Leonard M. To be used with Brookfield (A). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . or enlarge the total size of the browser market? Students use a Markov process with initial states and switching probabilities to gain insight into resolving these issues. Globalizing companies are having difficulty determining which offerings. and to outperform competitors. Marketing implementation. During the 1990s.. James. Schouten. marketing implementation.Marketing UV0746 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (C) Author(s): Moore. Leonard M. and distribution strategies. Ziff-Davis Media. Samuel E. Pricing strategy.95 Year New: 2007 501015 Title: Building Brand Community on the Harley-Davidson Posse Ride Author(s): Fournier. Boost your brand value. Geographic Setting: United States Industry Setting: Personal computer industry. will deliver the best ROI. And many brand managers don't provide the care and feeding that leading brands require--such as making sure all marketing communications deliver a consistent message about a brand. Merrihue. Kevin L. Sales strategy Length: 25p 582131 Title: Brookfield Corp. The Harvard Business Review articles in this collection are: "If Brands Are Built over Years. A research project that explored long-term relationships between industrial customers and their suppliers led to questions about how realistic this goal is and revealed other issues regarding patterns of customer-vendor behavior. Understand the 10 traits shared by the world's strongest brands--then ensure your brands get high grades on each trait. Publication Date: 07/01/2007 Product Type: HBR OnPoint Collection Abstract: Safeguarding your brand equity has become harder than ever. 1981. Issues include how aggressive the company should be in providing its browser with Windows 95 and restricting OEMs (originalequipment manufacturers) from putting other browsers on their computers. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $17. and WineShopper.'s Personal Computers (A) Author(s): Salmon. Lodish and Carl F. Examines industry developments. Susan.com.

Kirsten D.300 mile Border to Border Posse Ride. (501801).Marketing Revision Date: 11/01/2000 Product Type: Color Case Abstract: The second Harley-Davidson Posse Ride. and if so. Spanish Version Author(s): Fournier.O. The conduct of ethnographic inquiry. Loyalty. TX to the Canadian Border that is billed "for serious riders only.O. Sensiper. 2. by Susan Fournier. (501052). Susan Publication Date: 09/01/2000 Product Type: Case Video. (1179-5). 60 min. to the Canadian Border is billed "for serious riders only. the brand. Susan Publication Date: 09/01/2000 Revision Date: 11/14/2002 Product Type: Case Video Abstract: Contains an ethnographic account of the 10-day. WI Industry Setting: Motorcycle Subjects: Brand management. Market research.300 mile. 10-day trek from South Padre Island. and to build relationships between consumers and the company. by Susan Fournier 505S11 Title: Building Brand Community on the Harley-Davidson Posse Ride." Harley Owner's Group (H. Customer service. close-to-thecustomer philosophy. and serious outlaws within one community? Includes color exhibits. Streaming. Allows students to deliberate what it means to really get close to one's customers.O. Yuppie Weekend Warriors.G. Geographic Setting: Milwaukee. product line. Schouten. Brands. Video Author(s): Fournier.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. (501800).G. Sensiper. by Susan Fournier. James. Brands. Sylvia. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: LACC Case Abstract: Concerns the second HarleyDavidson Posse Ride. Judith Maas. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. Geographic Setting: Milwaukee. Motorcycles Length: 39p 501009 Title: Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case) Author(s): Fournier. Publication Date: 07/01/2001 Product Type: Harvard Management Update Article Customer Service Department • 60 Harvard Way • Boston. 10-day trek from South Padre Island. Industry Setting: Motorcycle Subjects: Brand management. DVD. closeto-the-customer philosophy. Customer service. Schouten. John Publication Date: 12/28/2000 Product Type: Multimedia Case Abstract: Concerns the second HarleyDavidson Posse Ride. Allows the viewer to experience the Posse Ride through the eyes of six informants chosen to reflect a sociodemographic cross section of participants on the ride.O. Tex. the cultivation of brand community. Judith Maas 501800 Title: Building Brand Community on the Harley-Davidson Posse Ride. a grueling 2. and the ability of this method to inform management decisions and goals. the product. Customer service. what philosophy and tactics to adopt in future design. Loyalty. the cultivation of brand community.00 U0107E Title: Building Brand: A Road Map Author(s): Sandberg. and the day-to-day execution of relationship marketing programs. McAlexander.G. a grueling 2. to develop a brand community.G. Case Video. 10day trek from South Padre Island. Case Video. WI Industry Setting: Motorcycle Subjects: Brand management. Loyalty. closeto-the-customer philosophy. by Susan Fournier. (501052). Customer service. Brands. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. by Susan Fournier.O. Sylvia. James.G. Loyalty. what philosophy and tactics to adopt in future design. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when 10/30/10 57 executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers." Harley Owner's Group (H. and if so. 60 min. WI Industry Setting: Motorcycle Subjects: Brand management. 2. and serious outlaws within one community? Teaching Purpose: Provides rich ethnographic data that allows students to develop an appreciation of the conceptual complexity and managerial challenge involved in cultivating brand loyalties and customer commitments through experiential relationship marketing programs. Video (DVD) Author(s): Fournier. Yuppie Weekend Warriors. and the day-to-day execution of relationship marketing programs. 20p. and the day-to-day execution of relationship marketing programs. Allows the viewer to experience the Posse Ride through the eyes of six informants chosen to reflect a sociodemographic cross section of participants on the ride. product line. what philosophy and tactics to adopt in future design. product line. and if so.G. Motorcycles Length: 37p Supplementary Materials: Case Video." Harley Owner's Group (H. Susan. Motorcycles Length: 60 min List Price: $150. 60 min. Yuppie Weekend Warriors.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. Industry Setting: Motorcycle Subjects: NO SUBJECTS(KEYWORDS) Length: 60 min Year New: 2005 501801 Title: Building Brand Community on the Harley-Davidson Posse Ride.O. and serious outlaws within one community? Geographic Setting: Milwaukee.300 mile. Teaching Note. the cultivation of brand community. McAlexander. DVD Abstract: Contains an ethnographic account of the 10-day.300 mile. Brands. can be profitably explored through this case venue as well. 20p. and other consumers. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers. a grueling 2. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. Susan. Motorcycles Length: 2 hours Supplementary Materials: Teaching Note.300 mile Border to Border Posse Ride. TX to the Canadian border that is billed "for serious riders only.

Marketing
Abstract: In our short-attention-span culture, the value of brand has eroded. Image and awareness definitely help if you want to build a strong brand, but you might want to start the process of brand elsewhere, both inside your organization and with your customers. The ideas in this article are based on a panel discussion that took place this past May at the Burning Questions 2001 conference, a gathering of leadership practitioners and management experts, sponsored by Harvard Business School Publishing. The marketing panelists were Regis McKenna, Mary Modahl, Sharon Patrick, and Fred F. Reichheld. Subjects: Brand management; Brands; Customer relations; Loyalty; Marketing planning; Marketing strategy Length: 1p List Price: $4.50 97107 Title: Building Brands Without Mass Media Author(s): Joachimsthaler, Erich; Aaker, David A. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestle's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Haagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. Geographic Setting: Europe Subjects: Advertising strategy; Brands; Europe; Marketing strategy; Strategic market planning Length: 8p BESTSELLER R0509H Title: Building Loyalty in Business Markets Author(s): Narayandas, Das Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: Companies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to reap the enormous benefits of loyalty by developing individual relationships with customers. To achieve these ends, the firm's marketers must become aware of the different types of benefits the company offers and convey their value to the appropriate executives in the customer company. It's especially important to inform customers about what the author calls nontangible, nonfinancial benefits--above-and-beyond efforts, such as delivering supplies on holidays to keep customers' production lines going. The author has developed a simple set of devices--the benefit stack and the decision-maker stack--to help marketers communicate their firm's myriad benefits. The vendor lists the benefits it offers, then lists the customer's decision makers, specifying their concerns, motivations, and power bases. By linking the two stacks, the vendor can systematically communicate how it will meet each decision maker's needs. The author has also developed a tool called a loyalty ladder, which helps a company determine how much time and money to spend on relationships with various customers. As customers become increasingly loyal, they display behaviors in a predictable sequence, from growing the relationship and providing word-of-mouth endorsements to investing in the vendor company. The author has found that customers follow the same sequence of loyalty behaviors in all business markets. Geographic Setting: Germany Industry Setting: Elevator industry; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2005 CMR046 Title: Building a Brand: The Saturn Story Author(s): Aaker, David A. Publication Date: 01/01/1994 Product Type: CMR Article Publisher: California Management Review Abstract: Within its first two years, Saturn created one of the strongest

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automobile brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It involved creating a world-class product, developing a team-oriented organization outside the GM fold, selling the company not the car, creating a new retailing strategy and relationship with the customer, and implementing a consistent communication effort. Ironically, Saturn's success raises difficult strategic issues as to its future management and its role in the future of GM. Industry Setting: Automotive industry Subjects: Automobiles; Brands; Marketing organization; Marketing strategy Length: 20p BH230 Title: Building a Strong Services Brand: Lessons from Mayo Clinic Author(s): Berry, Leonard L.; Seltman, Kent D. Publication Date: 05/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: A strong services brand is built and sustained primarily by customers' interactions with the provider. A services branding model depicts the dynamics of brand creation. From the interrelationships among the presented brand, external communications, and customers' experiences emerge brand awareness, meaning, and ultimately, equity. Illustrates the services branding model by showing how one organization has created, extended, and protected a powerful brand through an unwavering commitment to the well being of its customers. Managers outside of healthcare can benefit from three branding lessons embedded in the Mayo Clinic story: (1) attend to organizational values; (2) play defense, not just offense; and (3) turn customers into marketers. Industry Setting: Health care industry Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2007 504085 Title: BuildingBlocks International Author(s): Godes, David B. Publication Date: 04/01/2004 Revision Date: 08/26/2004 Product Type: Case (Field) Abstract: BuildingBlocks International (BBI) plans to accomplish its mission to help children in developing countries succeed in school by bringing management expertise to local organizations. Two years after founding

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Marketing
BBI, however, the team hasn't figured out exactly how to make it work. In their model, a firm would support BBI in two ways: by donating money and by lending BBI a highly skilled employee for anywhere from four months to a year. This employee would live in the developing country and work with the local organization to improve its effectiveness. So far, they've not been able to convince any firm to sign on, although few have said "absolutely not." Presents the options for the selling strategy. There are three potential entry points into the organization: senior management, philanthropy, and human resources. Moreover, there are two substantial value propositions: social benefit and leadership training of the employee. Where should BBI focus its selling effort, and what should the main message be? Allows for quantification of the social benefits delivered by BBI and discussion of when and whether this would be useful in the selling process. Rich description of BBI's selling process at a single site makes it possible to draw inferences about what is really going on, why things aren't working out, and what might be changed in the sales strategy. Geographic Setting: United States; Latin America Number of Employees: 3 Gross Revenues: $100,000 revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Developing countries; Entrepreneurship; Marketing management; New product marketing; Nonprofit marketing; Philanthropy; Sales management; Sales strategy; Small business; Social enterprise Length: 23p Supplementary Materials: Teaching Note, (504086), 10p, by David B. Godes 513073 Title: Bulova Watch Co., Inc. (C) Author(s): Newton, Derek A.; Morrison RJ Publication Date: 04/30/1969 Revision Date: 06/30/1975 Product Type: Case (Field) Abstract: Role of salesperson in marketing strategy. Geographic Setting: Pennsylvania Industry Setting: Watch industry Event Year Start: 1966 Event Year End: 1966 Subjects: Consumer goods; Marketing strategy; Sales management Length: 29p 504048 Title: Burberry Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: Color Case Abstract: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed "check" pattern should be in its advertising and clothing. Includes color exhibits. Geographic Setting: United Kingdom Industry Setting: Fashion industry Event Year End: 2003 Subjects: Advertising; Brand management; Market positioning; Market segmentation; Marketing strategy; Process analysis Length: 20p Supplementary Materials: Teaching Note, (505007), 18p, by Youngme Moon Year New: 2004 9-507-S05 Title: Burberry, Spanish Version Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: LACC Case Abstract: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed "check" pattern should be in its advertising and clothing. Includes color exhibits. Geographic Setting: United Kingdom Industry Setting: Fashion industry Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 507017 Title: Burt's Bees: Leaving the Hive Author(s): Winig, Laura; Wathieu, Luc Publication Date: 03/02/2007 Revision Date: 03/19/2007 Product Type: Case (Field)

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Abstract: Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious, natural, and unique ingredients, and also by promoting earth-friendly production processes, Burt's Bees will impose superior product expectations and win over the mainstream personal care category. Can Burt's Bees become the "Starbucks of personal care" without distancing itself too much from the people, values, and narratives that have made the brand successful thus far? Geographic Setting: United States Industry Setting: Natural resources; Retail industry Number of Employees: 400 Gross Revenues: $100 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Year New: 2007 HKU201 Title: Business Innovation: The MTR's eInstant Bonus Project Author(s): Farhoomand, Ali F.; Ho, Phoebe Publication Date: 07/26/2002 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The "eInstant Bonus" was an interactive advertising concept designed internally by the Mass Transit Railway Corp. Ltd. (MTR) in Hong Kong. Under this scheme, special discount offers from merchants/advertisers were displayed on a 42-inch Plasma TV in the form of a 10second static slide or a 30-second TV commercial. Passengers could select items on the touch-screen monitor and a discount coupon would be issued. The discount coupon could then be redeemed for products or services purchased at the merchant's premises. For each coupon issued, a transaction fee of $1.00 would be deducted from the passenger's Octopus Card. This case illustrates the use of information technology by a large corporation for strategic alignment and value creation. Multimedia kiosks are a new phenomenon of the 1990s to provide personalized and interactive customer service on-site. Discussion is provided on the concepts and applications of kiosks for a customer service organization. The MTR eInstant Bonus project is considered a successful innovation by various measures. Also provides an understanding of innovation

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Marketing
adoption and diffusion, specifically, how the attributes of the innovation relate to its rate of adoption and diffusion. Geographic Setting: Hong Kong Subjects: Asia; Electronic commerce; Information systems; Information technology; Innovation Length: 10p Supplementary Materials: Teaching Note, (HKU202), 7p, by Ali F. Farhoomand, Phoebe Ho 98601 Title: Business Marketing; Understand What Customers Value Author(s): Anderson, James C.; Narus, James A. Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: In this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the Babcock Graduate School, Wake Forest University, illustrate several ways in which suppliers can figure out exactly what their offerings are worth by creating and using what they call customer value models. Field value assessments--the most commonly used method for building customer value models--call for suppliers to gather data about their customers firsthand whenever possible. Through these assessments, a supplier can build a value model for an individual customer or for a market segment, drawing on data gathered from several customers in that segment. Suppliers can use customer value models to create competitive advantage in several ways. First, they can capitalize on the inevitable variation in customers' requirements by providing flexible market offerings. Second, they can use value models to demonstrate how a new product or service they are offering will provide greater value. Third, they can use their knowledge of how their market offerings specifically deliver value to craft persuasive value propositions. And fourth, they can use value models to provide evidence to customers of their accomplishments. Doing business based on value delivered gives companies the means to get an equitable return for their efforts. Once suppliers truly understand value, they will be able to realize the benefits of measuring and monitoring it for their customers. May be used with: (R0207F) The Mismanagement of Customer Loyalty. Subjects: Industrial markets; Market analysis; Market research; Marketing strategy; Pricing strategy; Product positioning Length: 11p BESTSELLER 582138 Title: Busy Signals: Telecommunications in Transition Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 05/10/1982 Product Type: Note Abstract: Discusses some of the significant technological and regulatory developments within the terminal equipment, local exchange and longdistance areas of telecommunications during the 1970s. The note discusses the impact of these changes on various companies' marketing strategies and competitive positions, and suggests a framework for monitoring emerging trends within the industry during the 1980s. Industry Setting: Regulated industries; Telecommunications industry Subjects: Data processing; Marketing strategy; Regulated industries; Strategic market planning; Technology; Telecommunications Length: 16p 501032 Title: Butcher Polish Co.: Sales Strategy for a Small Manufacturer Author(s): Davis, Robert T.; Sohn DR Publication Date: 09/01/1955 Revision Date: 01/01/1981 Product Type: Case (Field) Abstract: What overall sales and advertising strategy should a small manufacturer use in order to increase his sales in ten years tenfold? Geographic Setting: United States Industry Setting: Chemical industry Event Year Start: 1955 Event Year End: 1955 Subjects: Advertising strategy; Household products; Merchandising; Sales management; Sales strategy Length: 15p 9-508-043 Title: Butler, Shine, Stern & Partners Author(s): Godes, David B. Publication Date: 12/07/2007 Revision Date: 04/14/2008 Product Type: Color Case Abstract: Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern & Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising

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services. Industry Setting: Automotive industry Number of Employees: 100 Gross Revenues: $100 million Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Year New: 2007 SKE114 Title: Butterflies of Costa Rica Author(s): Ickis, John Publication Date: 07/16/2008 Product Type: Case (Field) Abstract: In July 2007 Joris Brinckerhoff, founder and owner of Costa Rica Entomological Supplies (CRES), must decide whether to accept an offer from RBA, a publications firm in Barcelona, Spain, to sell mounted butterflies or "deadstock" as part of RBA's "collectibles" program for schoolchildren. Joris had always avoided the deadstock business which he considered to be low margin and unstable. The business proposed by RBA would also require additional investment and increased overhead. Nevertheless, he thought that the RBA offer might be attractive to CRES and its many suppliers in rural areas throughout the country. Currently, the oversupply of butterfly pupae was adversely affecting not only his business, but also the livelihoods of dozens of breeders, many of whom had been low-income rural families, endangering the social gains that had been made over the past years. Geographic Setting: Costa Rica Industry Setting: Agribusiness Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 597071 Title: Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance Author(s): Shapiro, Benson P. Publication Date: 01/30/1997 Product Type: Note Abstract: Provides an integrated framework for creating customer value and managing the firm profitably. Focuses on the use of product/service line management and effective customer service to achieve customer satisfaction and high profitability. Subjects: Customer service; Marketing management; Marketing strategy; Performance effectiveness; Pricing strategy; Product lines Length: 16p BH160 Title: Buying Hardball, Playing Price

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Marketing
Author(s): Yama, Elliott Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Sales negotiations are a game that can either destroy or build value. Managing buyers' perceptions of the value a firm's products and services deliver is both a necessity for properly establishing price in a negotiation and a key to improved profitability. With the right tools, sellers can understand how to communicate value to customers and deal with their hardball tactics by negotiating the offer instead of the price. Because customers will not be easily deterred from tough negotiating, the insights provided here help sellers anticipate and counter the arguments customers construct to derail their value message. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 BH247 Title: Buzz Marketing for Movies Author(s): Mohr, Iris Publication Date: 09/15/2007 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: In today's dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples' lives, marketers must search for innovative ways to reach movie audiences. By breaking through the daily clutter and noise, and capturing peoples' attention to the point that talking about a movie becomes an enjoyable experience to share, buzz marketing is one such promotional posture that drives audiences to theaters. In order to achieve success with buzz marketing, however, marketers must recognize the role it plays in the context of movie differentiation strategies to support the company's overall approach. Analyzes buzz marketing as it pertains to six movie differentiation strategies (differentiation with cosmetic movie features, differentiation to reach market segments, growing a movie segment, positioning to support the movie image, positioning to extend the movie image, and differentiation via non-traditional channels) and offers steps for its successful implementation. Industry Setting: Movie studio Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 R00606 Title: The Buzz on Buzz Author(s): Dye, Renee Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: Word-of-mouth promotion has become an increasingly potent force, capable of catapulting products from obscurity into runaway commercial successes. Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project are all recent examples of the considerable power of buzz. Yet many top executives and marketing managers are misinformed about the phenomenon and remain enslaved to some common myths. In her article, author Renee Dye explores the truth behind these myths. As globalization and brand proliferation continue, writes Dye, buzz may come to dominate the shaping of markets. Indeed, companies that are unable to control buzz may soon find the phenomenon controlling them. Industry Setting: Consumer products Subjects: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing planning; Marketing strategy Length: 8p 7966 Title: The Buzz on Buzz (HBR OnPoint Enhanced Edition) Author(s): Dye, Renee Publication Date: 10/01/2001 Product Type: HBR OnPoint Article Abstract: Word-of-mouth promotion has become an increasingly potent force, capable of catapulting products from obscurity into runaway commercial successes. Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project are all recent examples of the considerable power of buzz. Yet many top executives and marketing managers are misinformed about the phenomenon and remain enslaved to some common myths. In her article, author Renee Dye explores the truth behind these myths. As globalization and brand proliferation continue, writes Dye, buzz may come to dominate the shaping of markets. Indeed, companies that are unable to control buzz may soon find the phenomenon controlling them. Industry Setting: Consumer products

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Subjects: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing planning; Marketing strategy Length: 12p List Price: $6.50

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F0411L Title: By Any Other Name Author(s): Morse, Gardiner Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: When you name your brand, trust your gut. Subjects: Brand management; Brands; Marketing strategy Length: 1p Year New: 2004 598064 Title: C-Car Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/23/1997 Revision Date: 04/06/1998 Product Type: Case (Field) Abstract: C-Car was the first automobile retailer in the United States to go public. Subsequently the owner, Mr. Gilliland, must decide how to invest the capital raised from the public ownership. This case describes in detail C-Car's highly profitable strategy of managing its stores. Concerns four potential acquisitions and their fit within C-Car's strategy. May be used with: (598014) Automobile Retailing in the U.S. Geographic Setting: United States Industry Setting: Automotive industry; Retail industry Gross Revenues: $320 million revenues Subjects: Automobiles; Expansion; Marketing strategy; Retailing Length: 26p Supplementary Materials: Teaching Note, (598145), 9p, by V. Kasturi Rangan, Marie Bell 554001 Title: C.H. Masland and Sons (A) Author(s): Brown, Milton P.; Leighton, D.S.R. Publication Date: 12/01/1953 Revision Date: 06/30/1975 Product Type: Case (Field) Abstract: A company must devise and implement a complete sales program. The new vice president-sales can see many advantages in direct selling to retailers, but this involves a warehouse system to service dealers. Geographic Setting: United States Industry Setting: Carpet & rug industry Company Size: mid-size Event Year Start: 1953 Event Year End: 1953

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Marketing
Subjects: Distribution channels; Sales promotions; Sales strategy Length: 16p 505706 Title: CARE Commercials, Video Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. Must be used with: (504007) CARE USA. Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $100.00 Year New: 2004 504007 Title: CARE USA Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/14/2003 Product Type: Color Case Abstract: CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. Geographic Setting: Global Number of Employees: 12,000 Gross Revenues: $427 million revenues Event Year End: 2003 Subjects: Brands; Direct marketing; Nonprofit organizations Length: 34p Supplementary Materials: Teaching Note, (505012), 8p, by John A. Quelch; Video, (505706), 4 min, by John A. Quelch NEW 594101 Title: CDI Auto Game: Bored Motor Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Hoaxwagon; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 44p 594102 Title: CDI Auto Game: Hoaxwagon Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 41p 594103 Title: CDI Auto Game: Myococca, Inc. Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Hoaxwagon; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 42p 594104 Title: CDI Auto Game: Schmazda Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in

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target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Hoaxwagon; and Myococca, Inc. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 41p 594100 Title: CDI Auto Game: Team Leader's Guide Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: Provides material for the team leader to use in the CDI Auto Game. The game requires each team to select target market segments, determine product policy, and develop an advertising brochure. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Bored Motor; Hoaxwagon; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 50p 107709 Title: CEMEX: Rewarding Egyptian Retailers, Spreadsheet Author(s): Martinez-Jerez, F. Asis Publication Date: 05/04/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. Must be used with: (106065) CEMEX: Rewarding the Egyptian Retailers. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p 106065 Title: CEMEX: Rewarding the Egyptian Retailers Author(s): Martinez-Jerez, F. Asis; Bellin, Joshua; Winkler, Carole Publication Date: 03/22/2006 Revision Date: 09/24/2008 Product Type: Case (Field) Abstract: CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the

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retailers, was called into question by Assiut Cement's management based on the results of its first two rounds. Geographic Setting: Egypt Industry Setting: Building materials industries Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Supplement (Spreadsheet), (107709), 0p, by F. Asis Martinez-Jerez; Teaching Note, (107079), 28p, by F. Asis Martinez-Jerez Year New: 2006 90208 Title: The CEO Hits the Road (and Other Sales Tales) Author(s): Mackay, Harvey B. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: CEOs must spend a certain amount of their time in the trenches, to learn first-hand how the business is going. Time spent on the road with the sales force is especially valuable. Executives learn whether the sales team knows its prospects and sets reasonable expectations; how much the salespeople know about the product, particularly in ways that differentiate it from the competition; whether the sellers keep abreast of changes in customers' businesses; and if the salespeople feel they have a stake in the business. Subjects: Executives; Leadership; Managerial skills; Participatory management; Sales management Length: 5p 582026 Title: CIBA-GEIGY Agricultural Division Author(s): Shapiro, Benson P.; Pigneri, Anne T.; Schoeman, Roy H. Publication Date: 09/01/1981 Revision Date: 08/01/1987 Product Type: Case (Field) Abstract: In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by promotional telephone conferences with others who had used the products. Raises a variety of communications issues and introduces diffusion of innovation concepts. Geographic Setting: United States Industry Setting: Agricultural chemical industry Gross Revenues: $400 million sales Subjects: Agribusiness; Chemicals; Communication strategy; Consumer behavior; Market entry; New product marketing; Non-store retailing; Telecommunications Length: 14p Supplementary Materials: Teaching Note, (583038), 13p, by Roy H. Schoeman 584018 Title: CIBA-GEIGY Pharmaceuticals Division: Multinational Strategic Planning Author(s): Buzzell, Robert D. Publication Date: 08/16/1983 Product Type: Case (Field) Abstract: Describes the use of portfolio planning methods in a multinational pharmaceutical firm. As an illustration of the planning approach, a specific strategy proposal dealing with one of the company's product lines is outlined. Among the issues that arise are: How can meaningful strategic business units be defined when most resources are shared by all products? How should managers take into account differences in strategic position among countries? And how should strategic alternatives be evaluated in an industry where new product development is uncertain and very time-consuming? Apart from these questions related to the use of formalized planning methods, the case also raises questions about the role of headquarters and the role of local subsidiary management in a multinational, diversified corporation. Industry Setting: Pharmaceutical industry Company Size: large Gross Revenues: $6.5 billion sales Subjects: Multinational corporations; Pharmaceuticals; Product portfolio management; Research & development; Strategic planning; Subsidiaries Length: 19p Supplementary Materials: Teaching Note, (584061), 7p, by Robert D. Buzzell 589108 Title: CIBA-GEIGY Pharmaceuticals: Pharma International Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 07/28/1989 Revision Date: 12/14/1990 Product Type: Case (Field) Abstract: Examines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative,

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one response to this problem. Geographic Setting: Switzerland; Nigeria Industry Setting: Pharmaceutical industry Number of Employees: 70,000 Subjects: Business conditions; Corporate responsibility; Developing countries; Ethics; New product marketing; Pharmaceuticals Length: 16p Supplementary Materials: Teaching Note, (595090), 10p, by John A. Quelch 506S05 Title: CIGNA Worldwide, Spanish Version Author(s): Quelch, John A.; Hibbard, Jonathan D. Publication Date: 06/15/2089 Revision Date: 07/19/1993 Product Type: LACC Case Abstract: A CIGNA Worldwide (CWW) task group of European country directors and key functional managers is meeting in November 1988 to discuss how CWW should respond to the European Community's plan to remove existing internal barriers and restrictions to the free flow of goods and services in 1992. The case is designed to allow students to formulate strategies to deal with the opportunities and threats that will face CWW because of this change in its competitive and operating environment. Geographic Setting: Europe Industry Setting: Insurance industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 589098 Title: CIGNA Worldwide Author(s): Quelch, John A.; Hibbard, Jonathan D. Publication Date: 06/12/1989 Revision Date: 07/19/1993 Product Type: Case (Field) Abstract: A CIGNA Worldwide (CWW) task group of European country directors and key functional managers is meeting in November 1988 to discuss how CWW should respond to the European Community's plan to remove existing internal barriers and restrictions to the free flow of goods and services in 1992. The case is designed to allow students to formulate strategies to deal with the opportunities and threats that will face CWW because of this change in its competitive and operating environment. Geographic Setting: Europe Industry Setting: Insurance industry Subjects: Europe; Insurance; Strategy formulation Length: 21p Supplementary Materials: Teaching Note, (591022), 7p, by John A. Quelch;

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Teaching Note, (591080), 11p, by John A. Quelch 501012 Title: CMR Enterprises Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 11/13/2000 Revision Date: 04/05/2001 Product Type: Case (Field) Abstract: Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces the changes made at the company and how the relationship with this customer begins to deteriorate. At the end of the case, Marcus must decide whether to fix or end the relationship. Geographic Setting: United States Industry Setting: Construction industry Number of Employees: 100 Gross Revenues: $10 million revenues Subjects: Customer relations; Entrepreneurial management; Industrial markets Length: 21p Supplementary Materials: Teaching Note, (502070), 14p, by Das Narayandas 591137 Title: COIN Department Stores Author(s): Salmon, Walter J.; Wylie, David Publication Date: 07/10/1991 Revision Date: 03/27/1992 Product Type: Case (Field) Abstract: COIN has just opened its new generation department store in Florence, Italy based on the concept of "shops within a shop". What must be done to improve upon the concept? Can it be applied in other stores around the country? What effect will the new merchandise positioning have on their organizations, in particular the headquarters merchandising pyramid? Geographic Setting: Italy Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $400 million sales Subjects: Department stores; EC single market; International business; International marketing; Italy; Merchandising; Organization; Retailing Length: 24p Supplementary Materials: Teaching Note, (592081), 5p, by Walter J. Salmon, David Wylie 590064 Title: CPC International: The Shift from Corn Refining to Consumer Goods Author(s): Goldberg, Ray A.; Shaner, Janet Publication Date: 11/20/1989 Product Type: Case (Field) Abstract: CPC has sold off its European starch business and has become more of a food company. How does it see its future and the remaining value of its industrial corn processing industry? Geographic Setting: Global Industry Setting: Food processing industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agriculture; Food processing industry Length: 20p 67403 Title: CPM for New Product Introduction Author(s): Dusenbury W Publication Date: 07/01/1967 Product Type: Harvard Business Review Article Abstract: The critical path method (CPM) is a basic tool for communicating and coordinating a complex program. Used previously in technical development programs, two case studies illustrate its use in marketing planning. In its simplest form, CPM involves: listing of all jobs or activities, assigning the estimated time required to each job, arranging all jobs in a logical sequence according to which ones must be completed before the next begins, adding up the time intervals for jobs performed consecutively, and calculating the earliest and latest times at which each activity begins. Subjects: Marketing strategy; Product development; Product introduction; Product management Length: 12p R0411H Title: CRM Done Right Author(s): Ledingham, Dianne; Rigby, Darrell K. Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: Disappointed by the high costs and elusive benefits, early adopters of customer relationship management systems came, in the post dot-com era, to view the technology as just another overhyped IT investment whose initial promise would never be fulfilled. But this year, something unexpected is happening. System sales are rising, and executives are reporting satisfaction with their CRM investments. What's changed? A wide range of companies are successfully taking a pragmatic, disciplined approach to CRM. Rather than use it to transform entire businesses, they've directed their

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investments toward solving clearly defined problems within their customer relationship cycle. The authors have distilled the experiences of these CRM leaders into four questions that all companies should ask themselves as they launch their own CRM initiatives: Is the problem strategic? Is the system focused on the pain point? Do we need perfect data? What's the right way to expand an initial implementation? The questions reflect a new realism about when and how to deploy CRM to its best advantage. Understanding that highly accurate and timely data are not required everywhere in their businesses, CRM leaders have tailored their realtime initiatives to those customer relationships that can be significantly enhanced by "perfect" information. After they've succeeded with their first targeted CRM project, they can use it as a springboard for solving additional problems. CRM, in other words, is coming to resemble any other valuable management tool, and the keys to successful implementation are also becoming familiar: strong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology. Subjects: Customer relations; Customer retention; Customer service; Customization; Information technology; Loyalty; Market segmentation Length: 11p Year New: 2004 8355 Title: CRM Done Right (HBR OnPoint Enhanced Edition) Author(s): Ledingham, Dianne; Rigby, Darrell K. Publication Date: 11/01/2004 Product Type: HBR OnPoint Article Abstract: Disappointed by the high costs and elusive benefits, early adopters of customer relationship management systems came to view the technology as just another overhyped IT investment. But now, system sales are rising, and executives are reporting satisfaction with their CRM investments. What's changed? A wide range of companies are successfully taking a pragmatic, disciplined approach to CRM. Rather than use it to transform entire businesses, they've directed their investments toward solving clearly defined problems within their customer relationship cycle. The authors have distilled the experiences of these CRM leaders into four questions: Is the problem strategic? Is the system focused on the pain point? Do we need perfect

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Marketing
data? What's the right way to expand an initial implementation? The questions reflect a new realism about when and how to deploy CRM to its best advantage. Understanding that highly accurate and timely data are not required everywhere in their businesses, CRM leaders have tailored their realtime initiatives to those customer relationships that can be significantly enhanced by "perfect" information. After they've succeeded with their first targeted CRM project, they can use it as a springboard for solving additional problems. CRM is coming to resemble any other valuable management tool, and the keys to successful implementation are also becoming familiar: strong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology. Subjects: Customer relations; Customer retention; Customer service; Customization; Information technology; Loyalty; Market segmentation Length: 14p List Price: $6.50 Year New: 2004 2173 Title: CRM--the Right Way, 3rd Edition (HBR Article Collection) Author(s): Rigby, Darrell K.; Ledingham, Dianne; Reichheld, Frederick F.; Schefter, Phil; Fournier, Susan; Dobscha, Susan; Mick, David Glen; Kalyanam, Kirthi; Zweben, Monte Publication Date: 11/01/2005 Product Type: HBR OnPoint Collection Abstract: Few companies could resist the lure of customer relationship marketing (CRM) when the technology first emerged. But hardly any companies reaped CRM's promised benefits. Why? Some launched full-scale, expensive CRM implementations instead of applying the technology to solve specific customer service problems or support strategic goals. Others used CRM to barrage customers with telemarketing and direct-mail campaigns--without offering them anything in return or tailoring their communications to individual customers' changing needs. Results? Skyrocketing costs, shrinking profits, and defecting customers. Today, some organizations are applying CRM in more disciplined, focused ways, extracting impressive value from it. New technologies that track individual customers' interactions with your company and initiate responses tailored to those interactions have further boosted CRM's value. How to ensure your company gets the most from CRM? Clarify your strategy before implementing CRM. Use CRM to contact individual customers who want to hear from you--in ways that engage them with your company. Gradually extend CRM's power by applying lessons learned from small-scale initial implementations to new, well-defined opportunities. Subjects: NO SUBJECTS(KEYWORDS) Length: 74p List Price: $17.95 Year New: 2005 BH158 Title: CRM: Profiting from Understanding Customer Needs Author(s): Stringfellow, Anne; Nie, Winter; Bowen, David E. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Customer relationship management (CRM) requires the alignment of three building blocks: insight into customer decision making, information about customers, and information processing capability. However, its emphasis on the latter has outpaced the first two, so that CRM rarely realizes its full potential. The guidelines presented here can help managers build a full-spectrum information portfolio for CRM that, through the thoughtful integration of existing tools, information properties, and communication channels, can provide a more complete picture of customers and form the basis for longlasting and profitable relationships with them. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 594027 Title: CUC International: Shoppers Advantage Author(s): Bell, David E. Publication Date: 09/15/1993 Revision Date: 05/24/1994 Product Type: Case (Field) Abstract: Shoppers Advantage was started 20 years ago as a computer shopping organization. Customers would use their computers to make purchases from a company with list of products and assorted descriptions. The company flourishes when access is encouraged via telephone and a company operator. In 1993 CUC wonders where to take the business now that computer/cable home shopping is a "hot" industry. Teaching Purpose: Allows students to consider

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the potential and likely profitability of home shopping systems. Geographic Setting: United States Industry Setting: Home shopping; Retail industry Company Size: large Number of Employees: 9,000 Gross Revenues: $600 million revenues Subjects: Consumer marketing; Retailing Length: 21p Supplementary Materials: Teaching Note, (594044), 5p, by David E. Bell

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598028 Title: CUC and HFS: Corporate Identity for a "Merger of Equals" Author(s): Greyser, Stephen A.; Crawford, Robert J. Publication Date: 12/04/1997 Revision Date: 05/08/1998 Product Type: Case (Field) Abstract: In the wake of a major $20 billion market capitalization "merger of equals," two large consumer service firms must determine a new name for the new entity. Neither CUC nor HFS is well known among consumers. The CUC Services (e.g., shopping, travel, credit card insurance, etc.) and the HFS brands (e.g., Avis, Century 21, Ramada Inns) are well known. Among the key issues are the "publics" to which the new name is important, whether the name should link to either or both merging firms, and whether the new name should suggest the lines of business the firms operate (principally consumer services). Geographic Setting: United States Industry Setting: Service industries Company Size: large Gross Revenues: $4 billion revenues Subjects: Communication strategy; Mergers; Public relations; Services Length: 12p 500008 Title: CVS: The Web Strategy Author(s): Deighton, John; Shah, Anjali Publication Date: 12/02/1999 Revision Date: 02/02/2001 Product Type: Case (Field) Abstract: How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes the purchase of Soma.com by CVS, and its integration into the corporation. A number of tactical questions remain to be answered, and then there is the larger strategic question--why do this at all? Teaching purpose: Issues in the integration of traditional retailing with online channels.

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Geographic Setting: New England Industry Setting: Drugstore industry; Retail industry Gross Revenues: $15 billion revenues Subjects: Distribution channels; Electronic commerce; Internet; Marketing management; Pharmaceuticals industry; Retailing Length: 16p Supplementary Materials: Teaching Note, (501064), 9p, by John Deighton 9-507-S17 Title: CVS: The Web Strategy, Spanish Version Author(s): Deighton, John; Shah, Anjali Publication Date: 12/02/1999 Product Type: LACC Case Abstract: How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes the purchase of Soma.com by CVS, and its integration into the corporation. A number of tactical questions remain to be answered, and then there is the larger strategic question--why do this at all? Teaching purpose: Issues in the integration of traditional retailing with online channels. Geographic Setting: New England Industry Setting: Drugstore industry; Retail industry Gross Revenues: $15 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 19p 507050 Title: The CW: Launching a Television Network Author(s): Elberse, Anita; Young, S. Mark Publication Date: 06/29/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York one week later. Only four months earlier, CBS Corp. and Time Warner Inc. had announced they would close their UPN and The WB networks, and run the CW as a joint venture. This unusual partnership, a first in the history of network television, had created a unique challenge for executives: an unprecedented number of existing shows would have to be cancelled. Ostroff and her colleagues--who had received thousands of letters, petitions, and gifts from desperate fans begging for the renewal of their favorite shows-had filled the empty slots. The final decision was the toughest: although four popular shows were still in contention--Everwood, One Tree Hill, 7th Heaven, and Veronica Mars--there was only room for three. Which show would be the last to be axed? And what would be the best time slots for the three last additions to the line-up? Allows for an indepth examination of marketing issues in launching and operating a major broadcast television network, in particular making programming and scheduling decisions and managing relationships with audiences and advertisers. Provides unique insights into the launch of a network--a rare enterprise--and the associated marketing and branding campaign. Also contains rich television ratings data that can form the basis for a discussion on product portfolio management, in particular, continuation and pruning decisions (i.e., series renewals and cancellations). Finally, can be used to facilitate an assessment of challenges and opportunities in developing sustainable businesses in a rapidly changing media environment. Geographic Setting: Global; United States Industry Setting: Media; Television Gross Revenues: >$1 Billion Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2007 583067 Title: Cable News Network Author(s): Quelch, John A. Publication Date: 01/20/1983 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. Geographic Setting: United States Industry Setting: Cable television industry Company Size: mid-size Gross Revenues: $100 million sales Subjects: Advertising campaigns; Communications industry; Consumer marketing; Distribution channels; Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (583066), 10p, by John A. Quelch

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584065 Title: Cableshop (A) Author(s): Clarke, Darrel G.; Patton C Publication Date: 11/14/1983 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: The Cableshop is an advertisement-by-request service on CATV. This case presents the marketing research pilot test performed to determine the consumer acceptance of the concept. Managerial issues revolve around determining an attractive offering for CATV operators. Geographic Setting: New England Industry Setting: Broadcasting industry Company Size: small Subjects: Advertising; Business services; Consumer marketing; Entertainment industry; Market research; New product marketing Length: 24p 584066 Title: Cableshop (B) Author(s): Clarke, Darrel G.; Patton C Publication Date: 12/07/1983 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: Involves the management issues of determining a product offering for advertisers. The questions of product design, price, and sales effort are combined with trying to make the product understandable and attractive to advertisers. Geographic Setting: New England Industry Setting: Broadcasting industry Company Size: small Subjects: Advertising; Business services; Consumer marketing; Entertainment industry; Market research; New product marketing; Pricing Length: 20p 506060 Title: Cabo San Viejo: Rewarding Loyalty Author(s): Moon, Youngme; Schulman, Seth; McGovern, Gail Publication Date: 03/10/2006 Product Type: Case (Gen Exp) Abstract: In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a rewards program might be structured to help address those challenges. Geographic Setting: United States Industry Setting: Fitness industry Gross Revenues: $50-100 million revenues Event Year Start: 2005 Event Year End: 2005

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(502803). by Youngme Moon Year New: 2006 502024 Title: Cafe de Colombia Author(s): Deshpande. Product introduction. Quelch. Inc. Geographic Setting: Colombia. including regulatory requirements consumer education activist resistance to production. de Royere. Ely Callaway. the 80-year-old founder. After a decade of stunning success with the marketing concept. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Rohit. Quelch BESTSELLER 503S06 Title: Callaway Golf Co. Ray A. by John A. Spanish Version Author(s): Lal. and CEO of Callaway Golf Co. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. Publication Date: 06/01/2002 Product Type: Case Video. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. Taught in the Sustaining Value Module Geographic Setting: Carlsbad. Author(s): Lal. United States Industry Setting: Coffee Number of Employees: 1. by John A. Streaming. if they can be changed. A rewritten version of an earlier case. Author(s): Goldberg. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. 3 min. Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Abstract: In 1993. 10 min. John T. Used in the First Year Marketing course. making it pleasingly different from the competition and communicating the benefits to the consumer. (502801). DVD. The student must determine what attitudes need to be changed. Patricia Martone Carrolo. chairman and CEO of Customer Service Department • 60 Harvard Way • Boston. de Royere. Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. Distribution channels. 10 min. Marketing strategy Length: 24p 502803 Title: Callaway Golf Co. The results in 1998 forced Mr. Innovation. United States Industry Setting: Coffee Number of Employees: 1. by John T... John A. in the fall of 1999. Prescott. however. Marketing mixes. 13p. Subjects: Consumer marketing. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. (506061). Geographic Setting: Carlsbad. Spanish Version Author(s): Deshpande.. Popper ET Publication Date: 09/09/1975 Revision Date: 01/08/1979 Product Type: Case (Field) Abstract: Describes the determination and evaluation of consumer attitudes towards prunes and how these attitudes impact on consumption. Technology Length: 23p Supplementary Materials: Teaching Note. the 80-year-old founder. Consumer behavior. Geographic Setting: Colombia. Food Length: 30p 501019 Title: Callaway Golf Co. Video Author(s): Quelch. CA Industry Setting: Golf Gross Revenues: $800 million revenues Subjects: Consumer marketing. chairman. Prescott. Rajiv. Rohit. Mr.. Brand equity Length: 27p 502041 Title: Calgene. by John A. (502804). Food industry Gross Revenues: $10 million sales Event Year End: 1969 Subjects: Advertising. DVD Abstract: Presents an interview with Ron Drapeau. Biotechnology. At the same time.800 Subjects: Advertising campaigns. Entrepreneurship. and CEO of Callaway Golf Co. Callaway to reconsider the marketing program that had successfully supported the product until now. Scott. Marketing mixes. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Gourville 576046 Title: California Prune Advisory Board (A) Author(s): Ward. Video (DVD) Author(s): Quelch. and design a program to change them. Publication Date: 08/11/2000 Product Type: LACC Case Abstract: Describes a situation faced by Ely Callaway. After a decade of stunning success with the marketing concept. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Edith D. Marketing strategy Length: 10 min List Price: $150. chairman. Geographic Setting: California Industry Setting: Advertising industry. Beverages. Alexandra Publication Date: 09/30/2001 Revision Date: 06/30/2004 Product Type: Case (Field) Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Rajiv. making it pleasingly different from the competition and communicating the benefits to the consumer. John A. As it develops and brings these products to market. in the fall of 1999. 13p. The results in 1998 forced Callaway to reconsider the marketing program that had successfully supported the product until now. Marketing mixes. Edith D.. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes a situation faced by Mr. Distribution channels. by Rajiv Lal.Marketing Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note.800 Subjects: Advertising campaigns. (501082). and distribution logistics. Must be used with: (501019) Callaway Golf Co. chairman and CEO of Callaway Golf Co. Case Video.. (1-277-3). (504045). Gourville. Quelch. Case Video. Case Video. Brand equity Length: 26p Supplementary Materials: Case Video.00 502804 Title: Callaway Golf Co. CA Industry Setting: Golf Gross Revenues: $800 million revenues 10/30/10 67 Subjects: Consumer marketing. 10 min. it faces a series of marketing and public relations hurdles. 12p. by Rohit Deshpande 503S02 Title: Cafe de Colombia. it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. Alexandra Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Beverages. Distribution channels. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 100 Subjects: Agribusiness. Publication Date: 06/01/2002 Product Type: Case Video Abstract: Presents an interview with Ron Drapeau.

Retail industry. Counterfeits of his company's adventure gear and clothing are on the rise. Milberg AR Publication Date: 05/08/1978 Revision Date: 06/01/1978 Product Type: Case (Field) Abstract: Focuses on advertising for warehouse stores.. Distribution.Marketing Callaway Golf Co. Inc.6 million revenues Subjects: Advertising. Candace S. is customs and border patrol officers. and build strong relationships with consumers. Smith. the media and expense level it should choose. Brandazza. and providing very fresh flowers directly from the growers to consumers. (CKI) filed suit against Warnaco Group. among other things. Cummings. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Advertising. That means. and the problem seems to be getting worse. Inc. Inc.. Supermarkets Length: 25p R0810Z Title: Can Knockoffs Knock Out Your Business? (Commentary for HBR Case Study) Author(s): Nunes. 2000. Retail industry Subjects: Agribusiness. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. showcase its products in distinctive ways. Warnaco countered with its own suit. Food. denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. 4p. Industry Setting: Retail industry. is instituting tight controls over the company's supply chain and distribution process. Distribution planning. Stern. by KGO TV BESTSELLER 592509 Title: Calyx & Corolla.. and Linda Wachner. Merrick "Rick" Taggart. these officials can more easily sniff out illegal activity. diluting the equity of its brand. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Calvin Klein. Retailing Length: 28p NEW 592035 Title: Calyx & Corolla Author(s): Salmon. its CEO. and Bronson is hell-bent on stopping them. bypassing three layers of distribution. Information systems. in so doing. Industry Setting: Agribusiness. He has hired top-notch investigators to track down the criminals. choosing manufacturing partners carefully and Customer Service Department • 60 Harvard Way • Boston. Susan. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z.. however. Frames the question of how this start-up venture should grow. For one thing. and a catalog. The foundation for any good defense against counterfeiters. Must be used with: (501019) Callaway Golf Co. John A. Giorgio Brandazza. and pushed online vendors to stop selling fakes. Paul F. Elisa M. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. (592509). Legal aspects of business. recommends zeroing in on the worst counterfeiting offenders. Walter J. A resource Ruffin should take advantage of. he says. Narendra P. Must be used with: (592035) Calyx & Corolla. Distribution. Author(s): Fournier. (591120). and bring into the limelight the tensions faced by every brand steward attempting to balance revenue growth goals with preservation of the equity of the brand. Video Author(s): KGO TV Publication Date: 01/22/1992 Product Type: Case Video Abstract: Presents an interview with President Ruth Owades. J. Judith Maas. fought a similar battle as an executive at Calvin Klein. Food industry Gross Revenues: $3 million sales Subjects: Advertising. Palter 578200 Title: Campbell Warehouse Supermarkets Author(s): Salmon. Craig. vs. The lawsuits were precedent setting: This was the first time a licensed manufacturer/distributor had been charged with brand equity dilution or a designer held accountable for ineffective brand advertising. and the Federal Trade Commission Author(s): Quelch. Distribution planning. Floral industry Company Size: start-up Number of Employees: 30 Gross Revenues: $10 million revenues Subjects: Agribusiness. 3 min. information technology. (596116). for breaching its jeanswear licensing and distribution contract and. Information technology. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. Calyx & Corolla was changing the way flowers had traditionally been distributed. On June 26. Cummings. Public policy Length: 5p Supplementary Materials: Teaching Note. a professor at SDA Bocconi School of Management. Brand equity. Walter J. Information systems. 2000. Giorgio. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503011 Title: Calvin Klein. Geographic Setting: United States Industry Setting: Mail order. invested in technology that will help distinguish his products from look-alikes. general counsel of VF Corporation. Inc. J. breached the license and eroded the brand through its own strategies and practices. Wylie. David Publication Date: 11/01/1991 Revision Date: 10/06/1995 Product Type: Case (Field) Abstract: Describes a new entry into the $8 billion flower industry in the United States. an 800 number. Aimee L. Merrick "Rick". Industry Setting: Retail industry Number of Employees: 18. This case presents extensive background facts. in fact. Salmon. The countersuit further claimed that CKI had. if so. Combining the use of overnight air freight (Federal Express). Quelch.00 591017 Title: Campbell Soup Co. the company should increase its retail presence in countries where it is plagued by fakes. 10p. Boer. Publication Date: 06/07/1990 Revision Date: 03/08/1991 Product Type: Case (Library) Abstract: Company executives must decide how to respond to a Federal Trade Commission complaint charging the company with deceptive advertising.000 Gross Revenues: $1. Nonstore retailing. It raises the issues of 10/30/10 68 whether a company should advertise for its warehouse stores and. Taggart. All of that has cost a lot of money. says Candace S. president of Victorinox Swiss Army in North America. Jessica Publication Date: 11/19/2002 Revision Date: 12/20/2002 Product Type: Case (Library) Abstract: On May 30. Mulani. Licensing. Case Video. if the company frequently communicates with them about ports of entry and consignee and consignor data. by Walter J. by John A. N. Retailing Length: 31p Supplementary Materials: Teaching Note. It was a case that would potentially rewrite the rules of fashion licensing and distribution. Retailing Length: 3 min List Price: $150. Warnaco Group.

J. the company should increase its retail presence in countries where it is plagued by fakes. There is a strong likelihood of conflict in managing the marketing/manufacturing interface in eight areas: capacity planning and longrange sales forecasting. Omar Publication Date: 10/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: There is a strong current trend toward globalization of the sales function. and Bronson is hell-bent on stopping them.Marketing having strict contracts with distribution partners that. invested in technology that will help distinguish his products from look-alikes. Drawing on field and survey research among global account managers. Paul F. and pushed online vendors to stop selling fakes. and build strong relationships with consumers. All of that has cost a lot of money. cost control. Subjects: Customer relations. recommends zeroing in on the worst counterfeiting offenders. Brandazza. among other things. if the company frequently communicates with them about ports of entry and consignee and consignor data. Merrick "Rick" Taggart. Mulani. among other things. however. the authors highlight a number of ways in which vendors can fail to reap the benefits of global customer relationships and. a professor at SDA Bocconi School of Management. and build strong relationships with consumers. He has hired top-notch investigators to track down the criminals. for example. Cummings. Counterfeits of his company's adventure gear and clothing are on the rise. The foundation for any good defense against counterfeiters. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. says Candace S. production scheduling and short-range sales forecasting. fought a similar battle as an executive at Calvin Klein. and adjunct services. recommends zeroing in on the worst counterfeiting offenders. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p R0810A Title: Can Knockoffs Knock Out Your Business? (HBR Case Study and Commentary) Author(s): Nunes. Julian M. Cummings. president of Victorinox Swiss Army in North America. Merrick "Rick". instead. Giorgio Brandazza. Birkinshaw. Narendra P Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. these officials can more easily sniff out illegal activity. Paul F. is instituting tight controls over the company's supply chain and distribution process. Sales strategy Length: 14p 94508 Title: Can This Brand Be Saved? Author(s): Maruca. Giorgio Brandazza. choosing manufacturing partners carefully and having strict contracts with distribution partners that. driven by increasing customer power. says Candace S. a professor at SDA Bocconi School of Management. delivery and physical distribution. choosing manufacturing partners carefully and having strict contracts with distribution partners that. Cummings. suffer falling prices. Globalization. the company should increase its retail presence in countries where it is plagued by fakes. Toulan.. Narendra P. he says. he says. these officials can more easily sniff out illegal activity. Counterfeits of his company's adventure gear and clothing are on the rise. showcase its products in distinctive ways. if the company frequently communicates with them about ports of entry and consignee and consignor data. Subjects: Manufacturing. president of Victorinox Swiss Army in North America. Candace S. and the problem seems to be getting worse. Marketing management Length: 9p CMR212 Title: Can Selling Be Globalized?: The Pitfalls of Global Account Management Author(s): Arnold. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. general counsel of VF Corporation. often internecine. J. Regina Fazio Publication Date: 09/01/1994 Product Type: Harvard Business Review Article Abstract: In this fictional case study. quality assurance. A number of managerial guidelines are suggested for a strategic approach toward global customer management and an effective implementation of global account management programs. is customs and border patrol officers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and the design of customer-centric organizations. That means. and the problem seems to be getting worse. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. A resource Ruffin should take advantage of. showcase its products in distinctive ways.. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. initiatives in customer relationship management.. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 10/30/10 69 77511 Title: Can Marketing and Manufacturing Coexist? Author(s): Shapiro. For one thing. Publication Date: 09/01/1977 Product Type: Harvard Business Review Article Abstract: Every manufacturing company experiences conflict. between its marketing and manufacturing functions. for example. Benson P. fought a similar battle as an executive at Calvin Klein. Mulani. Giorgio. and Bronson is hell-bent on stopping them. All of that has cost a lot of money. Sales management. is instituting tight controls over the company's supply chain and distribution process. He has hired top-notch investigators to track down the criminals. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. new product introduction. invested in technology that will help distinguish his products from look-alikes. breadth of product line. and pushed online vendors to stop selling fakes. J. general counsel of VF Corporation. however.. prohibit products from going anywhere but outlets the company trusts. Taggart. A resource Ruffin should take advantage of. Merrick "Rick" Taggart. Caroline Portal knows that La Shampoo Customer Service Department • 60 Harvard Way • Boston. Customer retention. prohibit products from going anywhere but outlets the company trusts. For one thing. This article questions the wisdom of rapid adoption of global account management by vendor companies. That means. The foundation for any good defense against counterfeiters. David J. for example. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p R0810X Title: Can Knockoffs Knock Out Your Business? (HBR Case Study) Author(s): Nunes. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. is customs and border patrol officers. prohibit products from going anywhere but outlets the company trusts.

Automotive supplies.. Ken Publication Date: 02/06/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Canadian Tire is a large retailer of automotive. will Felton understand the importance of a big marketing push for his second product? Some on the executive staff like Merrick's ideas for a marketing campaign but don't see why he needs an extra $100. Marketing strategy. Profitability analysis. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Lindsay Publication Date: 09/05/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Three years after launching a content-based web site. At first. he was excited about creating a dynamic marketing department of his own. Geographic Setting: Canada Industry Setting: Building materials industries. the online retail segment has not turned a profit. the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program. Industry Setting: Computer industry Subjects: Computer industry. Finkbeiner. La Shampoo has a stylish image that had immediately become popular. a phone-order service.. Marketing strategy. and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. Lawn care. Marketing management. Shawn. Michael R. Founder and CEO Mark Felton had seen his first product take off like a rocket. Tools Length: 28p 70 902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce. Although the company is the country's most shopped retailer. Bong. potential benefits in standardizing multinational marketing strategy. Caroline requested a new packaging design. improved planning and control. Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher. Hardware & fastener industry Company Size: large Subjects: Canada. Profitability analysis. Publication Date: 11/01/1968 Product Type: Harvard Business Review Article Abstract: The prevailing view of multinational companies (MNCs) is that marketing strategy is a local problem which differs from country to country. Is Merrick just trying to keep his department's new hires happy? Should he try to implement his intro without incremental funds? Or are the other members of the executive staff being myopic? Five experts try their hands at setting California Vision Tools on the right course. while Beth wants a relaunch. Eric recommends a price cut. Karen. Flood. Caroline calls a meeting to examine proposals submitted by product sales manager Eric Woolf and a representative of the ad agency that held the La Shampoo account. Marketing implementation. however. Lawn care. Mark. Ltd. HBR Case Discussions. Consumer goods. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell. Competition. The online component was one element in a multiple-channel retailing approach. The tension grows in the meeting as Caroline weighs the options. International business. Costello. T. hardware. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy. Subjects: Centralization.000 over his budget. Significant cost savings.J.." had remained the same since day one. Geographic Setting: Canada Industry Setting: Building materials industries. had to make a decision regarding the depth and breadth for the circular saw product line. Michael. "La Shampoo: For the Look and Feel of France. In view of the trend toward at least partial centralization of marketing management. There are. Hardware & fastener industry Company Size: large Subjects: Canada. which also included retail stores. Publication Date: 11/01/1995 Product Type: Harvard Business Review Article Abstract: When Jim Merrick left a wellknown computer graphics company for California Vision Tools. Introduced in 1975 and targeted at women between the ages of 15 and 30. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. As part of the company's marketing strategy. Robert D. The ad agency backed her up and called for a modest "new look" campaign. Electronic commerce. Neal. A decision has to be made soon in order to save the brand. and an annual catalog. Market Customer Service Department • 60 Harvard Way • Boston. however. Van den Berg. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns.Marketing is in trouble. when it named Caroline brand manager. The buyer had six weeks to complete a strategy to increase profitability in the line and to decide which products would make up Canadian Tire Corp. But now. Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp. Nicholl.'s assortment.: Circular Saw Line Review Process Author(s): Pearce. Distribution channels. and houseware products. consistency in dealing with customers. Inge Publication Date: 09/28/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The buyer of power tools and power tool accessories for Canadian Tire Corp. 10/30/10 Merchandising. Hall. The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. Beth Hanson. International marketing. Canada. Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden. In 1989. HBR Case Discussions. the line had begun a slow descent. Industry Setting: Consumer products Subjects: Brands. Its slogan. but the company hadn't really addressed the problem until two years ago. when there are imitators all around. Robert J. Retailing. Product planning & policy. a nationwide hard goods retailer invested in software to support Internet shopping. Michael R. Thomas W.

Michael. Because Capital One's strategy would work well in other information-driven industries. Consumer behavior. public reaction is mixed. Each company owned four television stations. Other attempts at wind farms in the United States have run into similar resistance. This process involves analyzing the changing market for TV and sales. Despite the phenomenal success of the company in this one market. Product positioning. no one wants a wind farm in their community. was reflecting on the success of his company since its initial public offering (IPO) in 1994. Although the public can agree that wind power is a good idea. Inc. Mark. James Publication Date: 03/02/2007 Product Type: Case (Field) Publisher: Stanford University Abstract: In November 1997. Ms." and economic concerns of station general managers at CCC/ABC. It was up to Rowen and his team to decide whether to present auto financing as the right opportunity for leveraging Capital One's informationbased strategic capabilities.. Capital Cities Communications (CCC) and ABC. 8p. Suppliers Length: 26p Supplementary Materials: Teaching Note. by Robert J. Capital One was not pursuing any. Marketing strategy Length: 25p Supplementary Materials: Teaching Note. John Blair and Co. Ken Mark NEW 504055 Title: Cape Wind Author(s): Gourville. Energy. renewable energy. with each tower more than 400-feet tall. The team knew that if it recommended going ahead. Advertising industry Company Size: mid-size Gross Revenues: $180 million sales Subjects: Advertising strategy. He saw Capital One as not just a credit card or financial services company but rather as an informationbased marketing company. Communications industry. (JBC). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Entertainment industry. Marketing organization. The case focuses on the process of developing a sales strategy and sales presentation for Spot Sales. Geographic Setting: United States Industry Setting: Broadcasting industry Company Size: large Gross Revenues: $664 million revenues Subjects: Business services. Publication Date: 05/17/1988 Product Type: Case (Field) Abstract: In 1985. Innovation. In particular. had just finished a four-month long investigation into the auto financing industry. (CCCI) Author(s): Bonoma. Spence 588071 Title: Capital Cities/ABC. Inc. Inc: Spot Sales Author(s): Cespedes. Ken Publication Date: 03/31/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Senior Brand Manager for Customer Service Department • 60 Harvard Way • Boston. (the rep firm for the CCC stations) to represent the eight stations now owned by the merged company. CCCI's manager and Ms. largely because they were a poor fit or failed to capitalize on Capital One's core competencies. Inc. Environmental protection. Frank V. Fairbank. Fairbank also saw an opportunity to extend Capital One's capabilities into other markets. The case raises the issue of managing outside parties and examines the role of a manufacturer's representative in the marketing function. Shirley M.. or expanding the sphere of CCCI's station's local sales forces. Karen Bong. 10p. Cespedes M316 Title: Capital One: Leveraging 10/30/10 71 Information-Based Marketing Author(s): Rierson. by Frank V. Bonoma. (506013). Herman. Gourville Year New: 2004 584128 Title: Capital Cities Communications. Fairbank's idea was to concentrate on growing. Rohrer is directed to examine a number of implementation alternatives.Marketing research. (586016). it would have to put forth a plan that would address any concerns or objections raised by Fairbank. How can firms overcome this type of resistance to change? Geographic Setting: Massachusetts Industry Setting: Energy Company Size: start-up Number of Employees: 10 Event Year Start: 2003 Event Year End: 2003 Subjects: Community relations. the strengths and potential weaknesses of the Spot Sales versus John Blair organizations. (591083). A recent hire. merged. Mike Rowen. Marketing implementation. 14p. Fisher. Richard D. Management of change. where advertising was sold by two different "rep" firms. the general sales managers of CCCI's six television stations and the assistant to the president of the broadcasting division. choosing only the service most needed from JBC. Despite having investigated over 50 diversification opportunities. changing JBC's compensation. data-rich industries--large enough to contribute significantly to the company's growth trajectory--and focus on products and marketing channels where Capital One could leverage its capabilities in scientific testing and mass customization. Geographic Setting: United States Industry Setting: Financial services Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2007 906A05 Title: Capital One: Launching a Mass Media Campaign Author(s): Fisher.. Sales management. He wanted to diversify to reduce Capital One's vulnerability to consumer credit market saturation and downturns. Publication Date: 06/01/1984 Revision Date: 09/03/1985 Product Type: Case (Field) Abstract: In late 1983 and early 1984. Margaret L. Thomas V. Not surprisingly. John T. Marketing implementation. Kane.. 19p. (801A26). by John T. ABC Spot Sales (the in-house ABC rep firm) is now competing with John Blair. who constitute the major audience for the upcoming sales presentation. and the personal. Fairbank's vision for the company was not limited to credit cards. King. Lattin. Rohrer question whether or not the company is receiving the best possible representation from JBC. Chairman and CEO of Capital One Financial Corporation. in Nantucket Sound. Jon E. by Thomas V. "political. however. Sales management. Sales organization Length: 27p Supplementary Materials: Teaching Note. Kerry Publication Date: 10/30/2003 Revision Date: 02/12/2004 Product Type: Case (Library) Abstract: Cape Wind has proposed placing a 170-tower wind farm. including bringing the sales function inhouse. Public relations Length: 16p Supplementary Materials: Teaching Note. decided to evaluate their relationship with the company's advertising representative firm. Others view it as an eyesore and a desecration of a valued public resource. Global Research Group. Some view the wind farm as clean. and his team. The success had come primarily from one business: credit cards. Marketing management. Robert J.

Coffee-Mate. Product policy and pricing issues (including the use of bundling) are discussed. Fisher Year New: 2007 F0505K Title: Capturing Customers' Spare Change Author(s): Albert. Masako Egawa. Students are asked how the firm can improve on this deal sourcing approach. Yamazaki. Market research. Must be used with: (508092) Carlyle Japan (A). Mayuka Yamazaki. 1p.. He has a presentation to Capital One's senior management team and needs to back up his recommendations with numbers and logic. Winer. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2008 578075 Title: Carnation Foods Co. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2008 508094 Title: Carlyle Japan (C) Author(s): Godes. Masako. The key decisions the Senior Brand Manager faces includes which customer segment to focus on. by Robert J. Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Supplementary Materials: Teaching Note. Ltd. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale. He had been provided with a menu of U. Yamazaki. Polls & surveys. Winer. Masako. Merliss. Quelch. Product planning & policy Length: 10p Supplementary Materials: Teaching Note. Egawa. and what customization efforts are necessary. Based on the interpretation of the survey research results. 3p. Penny Pittman Publication Date: 10/27/1981 Product Type: Case (Library) Abstract: A second-year MBA student planning to open a career women's clothing store turns to research projects conducted by two former students. Yamazaki. Russell S. Hirotaka. (591117). Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product.. Development stage enterprises. (806A05). in the face of competitive pressures and Customer Service Department • 60 Harvard Way • Boston. May be used with: (508093) Carlyle Japan (B). the firm has focused to date on leveraging its contacts in the banking business. and at the same time revamp the tarnished image of the used car salesman. by David Godes. Elisa M.. Author(s): Wiechmann. Retailing Length: 45p 508092 Title: Carlyle Japan (A) Author(s): Godes. Must be used with: (508092) Carlyle Japan (A). what value proposition to signal to this segment. David Publication Date: 06/15/2005 Product Type: Case (Field) Abstract: Carmax is the largest multimarket used car dealer in the U. These contacts have brought to Carlyle a number of good quality companies. Kate Publication Date: 12/01/1977 Revision Date: 03/01/1978 Product Type: Case (Field) Abstract: The ostensible case issue is whether management should raise the price on their product. which has been a powerful institution in Japan for many years. John A. Kiron. and then (ii) increasing the value of that business following the buyout. Albert and marketing professor Russell S.S. Industry Setting: Fast food industry Subjects: Fast food industry.5 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2005 582035 Title: Career Women's Clothing Store Author(s): Takeuchi. 7p. Geographic Setting: United States Industry Setting: Car & truck rental industry Company Size: large Gross Revenues: $8 billion revenues Subjects: Automobiles. Sales strategy. Marketing strategy. Possible remedies for some of the ethical problems raised by the marketing of CDWs are also addressed. (508094). Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: Software that "understands" psychology is helping fast-food restaurants capture customers' spare change. and U.S. Gillespie. These correspond to (i) "selling" the benefits to a business owner of going with Carlyle as a buyout partner. what advertisements should be used to deliver these messages.K. (508093). Egawa. Mayuka Publication Date: 03/25/2008 Revision Date: 05/16/2008 Product Type: Case (Field) Abstract: Tamotsu Adachi. Mayuka Yamazaki Year New: 2008 508093 Title: Carlyle Japan (B) Author(s): Godes. Employee promotions. Egawa. Terri C. VA Industry Setting: Automotive industry Gross Revenues: $2. Ulrich E. Masako Egawa. Rajiv. advertisements--with test results for each--which he can adapt for a Canadian audience. Buyout funds like Carlyle typically have two deal phases: sourcing and monitoring. by David Godes. Software Length: 1p Year New: 2005 591020 Title: Car-Rental Collision Damage Waivers Author(s): Quelch. Managing Director of Carlyle Japan. wants to formulate a strategy to improve his firm's ability to source high-quality deals at competitive valuations. Pricing. David.Marketing Capital One Canada is developing the firm's strategy for its first mass media advertising campaign there. Since the profitability of a buyout depends on 10/30/10 72 finding high-quality deals. 6p.. Masako. Supplement (Field). Geographic Setting: Japan Industry Setting: Professional services Number of Employees: 50 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Supplementary Materials: Supplement (Field). Julie Publication Date: 07/26/1990 Product Type: Case (Library) Abstract: Describes the uses (and possible abuses) of collision damage waivers (CDWs) by the car-rental industry. May be used with: (508094) Carlyle Japan (C). by John A. Industry Setting: Apparel industry Subjects: Clothing. she has to make a go/no go decision. Palter 505080 Title: CarMax Author(s): Lal. and has no format-to-format competitor in the $375 billion used car market. Geographic Setting: Richmond. Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Ethics. but the volume of buyouts done by Carlyle in Japan has not been what they hoped it would be. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . David. Yao. or prices. David. explains GE edgelab's Terri C.

Pricing. David Publication Date: 02/26/1990 Revision Date: 10/06/1993 Product Type: LACC Case Abstract: The Carter Automotive Group is a Southern California automobile dealer group. the note 1) examines the structure and role of case research in knowledge-gathering. Marketing organization. the field organization responsible for marketing. United Kingdom Length: 25p 587179 Title: Carolina Power & Light Co. Publication Date: 06/09/1987 Revision Date: 05/05/1992 Product Type: Case (Field) Abstract: In July 1985. by Mark Vandenbosch. Marketing planning. Customer Service Department • 60 Harvard Way • Boston. Kate Publication Date: 11/01/1978 Product Type: Case (Field) Abstract: Concerns the development of a new advertising approach for an established product. Marketing strategy. David Wylie 99A017 Title: Carvel Ice Cream: Developing the Beijing Market Author(s): Vandenbosch. Cespedes 505S01 Title: Carter Automotive Group. Walter J. Public utilities Length: 24p Supplementary Materials: Teaching Note. The head of the group is assessing whether his current and unique marketing strategy should be modified in light of changing competitive conditions. One year later. by Walter J. and customer service in a market context which is competitive but not usually associated with "marketing. 2) critically relates one example of programmatic case-based research. Kate Gillespie 578154 Title: Carnation Foods Co. Geographic Setting: United Kingdom Industry Setting: Food industry Subjects: Food. Product lines. the question being: "What should now be done with the product . The broader issues are product line planning and headquarters-subsidiary relationships in a multinational enterprise. by Frank V. Spanish Version Author(s): Salmon. and promotion--"the four Ps. Morrison. (899A17). Marketing management. Food. This raises the question of which target group to select. (B) Author(s): Wiechmann. Gillespie. Automobiles. Wylie. Subsidiaries. defined as part of the rich and growing tradition of qualitative research in the social sciences. Wiechmann." Geographic Setting: China Industry Setting: Ice cream industry. Tom Publication Date: 07/17/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The manager of business development for Carvel Asia Ltd. the closing or maintenance of certain field offices.. and 3) offers a researcher's guide to the use of cases in research projects. Marketing strategy. United Kingdom Length: 20p Supplementary Materials: Supplement (Field).9 billion revenues Subjects: Control systems. and whether to try to stimulate primary or selective demand. Mark. accounting. Gleave. Specifically. Food industry Company Size: mid-size Subjects: China. placement (distribution). announced a major reorganization of its Customer and Operating Services Group (COS). especially as compared to other research vehicles. Customer relations. Marketing implementation. Provides students with an opportunity to consider issues concerning marketing management. to be distributed during the last ten minutes of discussion on the earlier case. Pricing. (C) Author(s): Wiechmann. Food. Ltd. Retail industry Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Advertising strategy. Wylie. 12p. (592027). Geographic Setting: Southern California Industry Setting: Automotive industry. marketing organization. Automobiles. reporting relationships. United Kingdom Length: 1p 579091 Title: Carnation Foods Co. a mid-sized public utility. Product positioning. David Publication Date: 02/26/1990 Revision Date: 10/06/1993 Product Type: Case (Field) Abstract: The Carter Automotive Group 10/30/10 73 is a Southern California automobile dealer group. (578154).Marketing pressures from headquarters for improved margins.: Customer and Operating Services Group Author(s): Cespedes. how to position the product vis-a-vis competition. Geographic Setting: Southern California Industry Setting: Automotive industry. and maintenance of the utility's services. Customer service. Retailing Length: 28p Supplementary Materials: Teaching Note.. Gillespie. Ltd.or the subsidiary?" Must be used with: (578075) Carnation Foods Co. Publication Date: 01/16/1985 Product Type: Note Abstract: Acquaints marketers with case research. Geographic Setting: Great Britain Industry Setting: Food industry Company Size: large Subjects: Advertising strategy.. Retailing Length: 32p 590011 Title: Carter Automotive Group Author(s): Salmon. by Ulrich E. John E. Pricing. Carolina Power & Light. Ltd. In doing so. Marketing strategy. Tom Gleave 585142 Title: Case Study in Case Research: Marketing Implementation Author(s): Bonoma. Frank V. Subsidiaries. 7p. Thomas V. Pricing strategy Length: 15p Supplementary Materials: Teaching Note. 14p. he needs to develop a complete marketing program that includes decisions about product offerings. Market segmentation. Product portfolio management." Geographic Setting: United States Industry Setting: Utilities Company Size: large Gross Revenues: $1. (591096). Pricing. Ulrich E. Ltd. Distribution. the reorganization is still underway.. pricing. Salmon.P. International business. Geographic Setting: United Kingdom Industry Setting: Food industry Company Size: large Subjects: Food. and management development must be addressed. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . is trying to determine how best to increase ice cream cake sales. Walter J... International business. Product lines. and issues concerning employee morale. The head of the group is assessing whether his current and unique marketing strategy should be modified in light of changing competitive conditions. Kate Publication Date: 03/10/1978 Revision Date: 08/01/1978 Product Type: Supplement (Field) Abstract: A short summary of events during the two-year period after the events that took place in Carnation Foods Co. Retail industry Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Advertising strategy. Ulrich E. Marketing strategy. 1p.

with its focus on retaining customers for life. Subjects: Brands. Jim. multibrand usage--not brand loyalty-appears the norm. overly simplistic. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores. Maruskin. Here's how to do discounts right. Asks students to assess whether more of the same by additional department store operators would lead to a resurgence in the share of total general merchandise sales held by the department store industry. Publication Date: 07/18/1985 Revision Date: 07/01/1986 Product Type: Case (Library) Abstract: Identifies the factors behind the strategies of successful traditional department stores.G.G. Rogers. Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr. Carl Spielvogel. publisher of USA Today and executive vice president for marketing of Gannett Co.. Marketing management Length: 24p Supplementary Materials: Teaching Note. is pushing for a discount. "Buck". is pushing for a discount. Lindgren. Marketing implementation. Retailing. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. Marci K. Richard T. and Sir Adrian Cadbury. Others feel that the concept of loyalty itself is not outmoded or outdated. F. Moore. 17p. Moore. has a long-standing policy of selling its products at list price--discounts are out of the question. Whitescarver. former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. Mary. president and CEO of Campbell Soup Co.. Walter J. How can the company expand product lines in a way that appeals to younger people but does not jeopardize brand identity and customer loyalty? Cathleen Black. Despite this rich history. Haeckel. measurement. Includes color exhibits. Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 88205 Title: The Case of the Pricing Predicament (HBR Case Study and Commentary) Author(s): Karr.. much less manage them. Occidental Aerospace. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions. Customer retention. Inc. Scott's company. Scott's company. Inc. And two Asian machine-tool companies have set their sights on Occidental's home market. Yao. Theodore Publication Date: 07/01/1990 Product Type: Harvard Business Review Article Abstract: Describes an established company whose profits are being sustained by price increases on a few core products and gradual population growth. And two Asian machine-tool companies have set their sights on Occidental's home market. David W. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon.. The era of relationship marketing. Consumer behavior. HBR Case Discussions. chairman and CEO of Backer Spielvogel Bates Worldwide. Johnson.. Marketing management. F. Lindgren. Occidental Aerospace. Sales management. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices. Machinery. Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman. but Standard Machine Corp. many questions remain about the definition. by Susan Fournier. precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. And two Asian machine-tool companies have set their sights on Occidental's home market. Marketing strategy. Whitescarver. Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier. is pushing for a discount. but Standard Machine Corp. but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired. has instilled yet greater interest in the concept. (598123). Bruce. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Growth strategy. Pricing. and significance of brand loyalty. and conceptually limiting idea. but Standard Machine Corp. has a long-standing policy of selling its 10/30/10 74 products at list price--discounts are out of the question. has a long-standing policy of selling its products at list price--discounts are out of the question. Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr. This case seeks to inform this latter point of view by encouraging students to "see" brand loyalty from the perspective of the consumers that live it. "Buck". Scott's company. Julie Publication Date: 06/15/1998 Revision Date: 09/09/1998 Product Type: Color Case Abstract: Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. Mary. Richard T. Rogers. Subjects: Corporate strategy. Susan. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Market analysis. Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 90408 Title: The Case of the Migrating Markets Author(s): Levitt.. Loyalty. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account.. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). Occidental Aerospace... Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215) Customer Service Department • 60 Harvard Way • Boston. Some state that brand loyalties are declining and that in today's consumer world.Marketing Subjects: Case method. Bruce. director of advance marketing development at IBM. Dew. Stephen H.

Matt. Jack is at a loss. explores the question of how PC companies can make money in the increasingly price-competitive consumer market. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. Larry. George. face some tough questions: Is it possible to make money selling personal computers to consumers? And if so. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. explores the question of how PC companies can make money in the increasingly price-competitive consumer market. Scott. setting up an 800 number to answer consumers' technical questions in plain English. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. luring her away from a leading packaged-goods company. Ruth. explores the question of how PC companies can make money in the increasingly price-competitive consumer market. a Boston Consulting Group vice president based in San Francisco. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. luring her away from a leading packaged-goods company. and bundling extensively. Keeley. Ward. Ward. Scott. face some tough questions: Is it possible to make money selling personal computers to consumers? And if so. Market definition. CEO Jack Thompson has hired a new manager for the consumer division. Larry. Quesnelle. But the other members of the senior staff are skeptical. In response. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 89415 Title: Case of the Tech Service Tangle Author(s): Shapiro. Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 98603Z Title: The Case of the Profitless PC (Commentary for HBR Case Study) Author(s): Blackburn. Pifer. Market segmentation. CEO Jack Thompson has hired a new manager for the consumer division. HBR Case Discussions. Halprin. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Veloria. and bundling extensively. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. Donna. Veloria. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. Philip Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. Quesnelle. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. and bundling extensively. luring her away from a leading packaged-goods company. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. Keeley. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. Jack is at a loss. Halprin. setting up an 800 number to answer consumers' technical questions in plain English. Ruth Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. Publication Date: 07/01/1989 Product Type: Harvard Business Customer Service Department • 60 Harvard Way • Boston. a multibillion-dollar maker of desktop computers. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. Donna. Jack is at a loss. how? What resources need to be mustered? Where should they be directed? After years of strong profits. Dubinsky. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 98603 Title: The Case of the Profitless PC (HBR Case Study and Commentary) Author(s): Blackburn. Linda Marcus. Philip.Marketing The Case of the Pricing Predicament (Commentary for HBR Case Study). a Boston Consulting Group vice president based in San Francisco. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. The senior staff of Praxim. Consumer behavior. Andy. The senior staff of Praxim. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. Geoff Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. CEO Jack Thompson has hired a new manager for the consumer division. setting up an 800 number to answer consumers' technical questions in plain English. Linda Marcus. Consumer marketing. a Boston Consulting Group vice president based in San Francisco. Matt. But the other members of the senior staff are skeptical. a multibillion-dollar maker of desktop computers. Linda Marcus. Benson P. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? Industry Setting: Computer industry Subjects: Computer industry. But the other members of the senior staff are skeptical. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? May be used with: (98603Z) The Case of the Profitless PC (Commentary for HBR Case Study). Veloria. Dubinsky. Matt. Moore. a multibillion-dollar maker of desktop computers. Moore. The senior staff of Praxim. In response. how? What resources need to be mustered? Where should they be directed? After years of strong profits. Andy. Pifer. how? What resources need to be mustered? Where should they be directed? After years of strong profits. face some tough questions: Is it possible to make money selling personal computers to consumers? And if so. Ruth. Halprin. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? May be used with: (98603X) The Case of the Profitless PC (HBR Case Study). Geoff. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . George. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. In response. Andy. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. Marketing strategy Length: 11p 10/30/10 75 98603X Title: The Case of the Profitless PC (HBR Case Study) Author(s): Blackburn.

Supermarkets Length: 34p Supplementary Materials: Teaching Note.I. the consumers it exists to serve.com. Salmon. Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The marketing committee of Paradise Foods decided against national rollout of Sweet Dream. Lastly. Marketing management. In Category Killers. bar and structural sales. John M. and is influenced by. in the process. Spector vividly recounts how "category killers. and existing firms disappear when they can't adapt. Absorbing and insightful. Inc. David E. Through the association. Geographic Setting: California Industry Setting: Retail industry Number of Employees: 294 Gross Revenues: $70 million revenues Subjects: Advertising strategy. have ingeniously rewritten the retail playbook and. Spector explores the brilliant strategies that have enabled category killers to overpower department stores. What course should the division pursue? David L. who had spent 18 months evaluating the new product and strongly favored the launch. Du Pont de Nemours. After several years of 50% and 60% growth. Subjects: HBR Case Discussions. and still successful. Robert Spector is a seasoned business journalist. director of marketing research for NutraSweet Co. He also identifies emerging trends and inevitable roadblocks that could dethrone today's powerhouses. Stephen H. Bell 9608 Title: Category Killers: The Retail Revolution and Its Impact on Consumer Culture (Hardcover) Author(s): Spector. and James A. Retail industry Subjects: Competition. Product management Length: 8p 383052 Title: Casual Male: Off-Price Men's Apparel Retailing Author(s): Tedlow. They feared Sweet Dream would take away market share from LaTreat. Marketing strategy. Growth strategy. retail expert. recently retired as a research director at E. and dyes markets with WP-88. Publication Date: 07/01/2003 Product Type: Harvard Business Review Article Abstract: Most companies make charitable donations. Category Killers is at once a vivid journey down the aisles of retailing history and an incisive analysis of modern retail's most influential players. HBR Case Discussions. (595093). paints. Alison T.95 R0307H Title: Causes and Effects Author(s): Cone. Prestridge. Moult. selling. discuss the question and explain how they would manage the decision. Marketing strategy. and Richard F. Retail industry Company Size: small Gross Revenues: $28 million sales Subjects: Advertising strategy. Product introduction. Yet phenomenal growth rates in the early stages of a product life cycle create earnings records that companies and divisions want to hold on to. the company's new premium frozen dessert. regional chains.. Market share. Marketing management. DaSilva. Marketing strategy. Sliney. Inc. profoundly altered cultural and economic factors--from migration and traffic patterns to legislation and taxation to wages and jobs. Cohen. Richard S. the curve seems destined for decline. McNamee WCRS. consumer demands and desires shift with new offerings. Walter J. Retailing. and mom-and-pop stores and to reshape the concept of shopping malls. Consumer marketing. including The Nordstrom Way and Amazon. Those that do take such an approach commit talent and know-how. Mark A.evaluate Bill Horton's performance and examine whether Paradise Foods should reconsider its no-launch decision.. a white pigment and color enhancer. Bill Horton. Innovation. Abraham B. and advertising. marketing vice president of Monsanto Chemical Co." from Toys R Us and Home Depot to Wal-Mart and Costco. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .'s Component Test Group. William H. Consumer marketing. Publication Date: 11/03/1982 Revision Date: 06/06/1983 Product Type: Case (Field) Abstract: Presents a vehicle for discussion of the off-price business in men's apparel retailing. Robert Publication Date: 11/01/2004 10/30/10 76 Product Type: HBS Press Book Abstract: Retail is a dynamic and often ruthless world that equally influences. Industry Setting: Merchandising. Based on decades of research and investigative reporting. Dinny Publication Date: 10/04/1993 Revision Date: 09/28/1994 Product Type: Case (Field) Abstract: Catalina Marketing is a very successful marketing service firm.. Inland Bar and Structural Co. vice president of Teradyne. 4p. Four executives Jerry Della Femina. executive vice president of General Foods Worldwide. Can also be used more generally as the first case in an introductory marketing course because it provides data on such basic retailing issues as buying. Glen L. entry in frozen specialty desserts. Starr. believing that the company was protecting a product that was already tiring.. Sales management Length: 7p 88513 Title: The Case of the Test Market Tossup Author(s): Star. it can be used in courses on small business or entrepreneurship. Geographic Setting: Massachusetts Industry Setting: Apparel industry. Sweet Dream's product manager. doubted LaTreat's long-term market strength. Clothing. by David E. Sales promotions. veteran journalist Robert Spector explores the rise of retail's reigning disruptor: retailers that seek to dominate a distinct classification of merchandise and wipe out the competition. Retailing Length: 224p List Price: $27. Entrepreneurship. and international speaker on customer service and corporate culture.. Urban. Feldman. Product management. both the business and the Customer Service Department • 60 Harvard Way • Boston. chairman and CEO of Della Femina. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Chay. has captured the bulk of the inks. to a pressing but carefully chosen social need and then tell the world about the cause and their service to it. Pricing strategy.. . Product life cycle. Author(s): Bell. Carol L. New players constantly emerge to satisfy consumer demand better. Keenan. He is the author of four previous books. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. general manager.. Joseph Alvarado. not just dollars. executive vice president of SAMI/Burke. The Pigments Division of Industrial Chemicals.. Inc. Retailing Length: 32p 594026 Title: Catalina Marketing Corp. Catalina is currently trying to decide where and how to expand its operations. Subjects: Corporate strategy. the company's first. but few approach their contributions with an eye toward enhancing their brands.Marketing Review Article Abstract: Very successful products tend to have sales curves that soar and then flatten.

International marketing. the homogenization of time. 10p. Distribution. Berthon. by Tom Gleave BH036 Title: Changing Channels: The Impact of the Internet on Distribution Strategy Author(s): Pitt. Nonprofit marketing. target market(s).. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. provides a guide to identifying which traditional channels will either undergo transformation or perish and where new Customer Service Department • 60 Harvard Way • Boston. (503047). Market definition.. distribution. At the same time. And the targeted causes receive far more money than they could have from direct corporate gifts alone. and the irrelevance of location. and to search for information essential to both producer and consumer. arrayed versus distribution channel functions. Market entry. John. Distribution. The authors examine these best practices and offer four principles for building successful cause-branding programs. how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy. Women Length: 18p 502009 Title: Centra Software Author(s): Deighton. At the same time. a company should select a cause that advances its corporate goals. MA Industry Setting: Entertainment industry Number of Employees: 4 Gross Revenues: $1 million revenues Subjects: Entrepreneurial management. She must select a new senior sales executive.Marketing cause benefit in ways they could not otherwise. John R. Gleave. Although he has significant knowledge of the Hong Kong market. Marketing implementation. Sales management. Natalie Publication Date: 05/23/1997 Product Type: Case (Field) Abstract: Andrea Silbert is founder of the Center for Women & Enterprise.. A matrix model of these developments. Philanthropy. Hong Kong Industry Setting: Consumer products Company Size: large Subjects: Agriculture. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. decide how to share responsibilities. product(s) focus. while new channels and intermediaries will take their place. 13p. It is debating how to modify its go-to-market strategy. Second. a company should put all its assets to work. how to manage rapid growth markets. Market definition. Sales management. Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Abstract: Centra is a pioneer in software eLearning. a nonprofit with a mission to empower women to become economically selfsufficient and prosperous through entrepreneurship. they say. and competition between best-of-breed collaborators and single-source vendors.. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city. and pricing. Subjects: Brand management. strengthen relations with business partners. Pouliquen. There are three essential purposes of distribution channels: to support economies of scope. However. It is modifying many of the assumptions on which channel structure is based. International marketing. how to manage conflict between field sales and telephone sales. to routinize transactions. Author(s): Kennedy. and Chevrolet have recognized that a sustained causebranding program can improve their reputations. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp. Zakarian. a company should promote its philanthropic initiatives through every possible channel. Leyland F. (898A22). the Internet and Web have brought about the death of distance. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing. Should it "fish where the fish are biting" or should it concentrate on the enterprise customer and exclude small and midsize corporations? If a shakeout is coming. Social enterprise. many intermediaries will die out. It is debating how to modify its go-to-market strategy. adding telesales to improve sales force productivity. China. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information. Pierre R. Sales management. Third. As a result. boost their employees' morale. its market is evolving. Berthon. he is unsure of the degree to which this can be transferred to the mainland markets. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Tom Publication Date: 08/11/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chai-Na-Ta (Asia) Ltd. Corporate responsibility. May be used with: (305002) Timberland: Commerce and Justice. Organizations such as Avon. Strategic planning Length: 7p NEW 597077 Title: Center for Women & Enterprise: Looking for a Director of Development with "The Scrappiness Factor" Author(s): Kosnik. and drive sales. And fourth.. a business should commit to a cause before picking its charitable partners. especially its employees. John Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: LACC Case Abstract: Centra is a pioneer in software eLearning. Pricing Length: 18p Supplementary Materials: Teaching Note. Marketing implementation. Software Length: 17p 10/30/10 77 98A022 Title: Chai-Na-Ta (Asia) Ltd. Should it "fish where the fish are biting" or should it concentrate on the enterprise customer and exclude small and midsize corporations? If a shakeout is coming. its market is evolving. First. and decide how to pick the best prospective funding sources. an integrated ginseng firm. and in some cases it is transforming and even obliterating channels themselves. Jean-Paul Publication Date: 03/15/1999 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: A new medium--the Internet and World Wide Web--is changing distribution channels like no other force since the Industrial Revolution. Portuguese Version Author(s): Deighton. ConAgra Foods. Geographic Setting: China. Software Length: 17p Supplementary Materials: Teaching Note. adding telesales to improve sales force productivity. Business & society. Geographic Setting: Boston. by John Deighton 9-504-P04 Title: Centra Software. how can Centra ensure that it either survives or is acquired by one of the survivors? Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing. Public relations. Marketing strategy. Thomas J.

Margaret Publication Date: 01/01/1994 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Follows the implementation of the corporate identity. Video Supplement (DVD) Author(s): Quelch. Product positioning Length: 16p Supplementary Materials: Supplement (Field). by Margaret Bruce 590045 Title: Channel Management Author(s): Cespedes. Inc. Must be used with: (507005) Charles Schwab & Co. Cross functional management. Teaching Note. value has two components: benefits received and price paid.. focusing on the relationship between marketing and design as they work through the renaming of the hospital. Frank V. The matrix model suggests how existing firms and entrepreneurs can perform their distribution functions more efficiently. Subjects: Distribution.500 Gross Revenues: $100 million revenues Subjects: Communication strategy.Marketing channels will emerge. Michael J. World Wide Web Length: 10p 994020 Title: Changing Corporate Identity: The Case of a Regional Hospital Author(s): Bruce. Finally. Walter J. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. Hospital administration. it helps managers brainstorm ways in which an existing industry can be vulnerable and a totally new one defined. "Talk to Chuck" Advertising Campaign Ad Clips. After gauging their customers' perceptions of value. 10/30/10 78 Jason Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: For customers. by Margaret Bruce 994021 Title: Changing Corporate Identity: The Case of a Regional Hospital. IN Industry Setting: Health care industry Number of Employees: 1. Must be used with: (507005) Charles Schwab & Co. Lal.: The "Talk to Chuck" Advertising Campaign. Inc. Growth strategy. they hire design consultants to create a new corporate identity for the hospital. Rajiv. managers can plot a simple chart that reveals any misalignment and use it to balance the benefit-price equation. 9p. "Talk to Chuck" Advertising Campaign Ad Clips. and asks students to identify the marketing levers that can drive the business model. Distribution planning. Geographic Setting: Canada Industry Setting: Retail industry Number of Employees: 50 Gross Revenues: $2 million revenues Subjects: Canada. Industry Setting: Hospital administration Subjects: Communication strategy.. Green. 3) major factors that affect producer-reseller relations. Internet. Growth strategy. Design management.00 Supplementary Materials: Teaching Note. Market research. (508064). Marketing management. Design management. Retailing Length: 25p F0709D Title: Charge What Your Products Are Worth Author(s): Bala. Sales management Length: 10p 801158 Title: Chapters. by Margaret Bruce. "Talk to Chuck" Advertising Campaign Ad Clips. 2p. Product positioning Length: 2p Supplementary Materials: Teaching Note.ca Author(s): Roberts. (994022). the creation of a new identity to satisfy the various publics served by the hospital. 2p. Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min Customer Service Department • 60 Harvard Way • Boston. John A. As part of this plan. Quelch 509701 Title: Charles Schwab & Co. May be used with: (509702) Charles Schwab & Co. Geographic Setting: Columbus. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. 2p.. Salmon. and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 509702 Title: Charles Schwab & Co. Industrial markets. Video Supplement (DVD). Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business.. Subjects: Distribution channels. Marketing organization. (994021). Discusses: 1) reasons for the growth of multichannel systems in marketing efforts. (994022). This case examines this complex project. Distribution channels. including investment in new technology and upgraded facilities to attract leadingedge physicians and nursing staff. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note Abstract: Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. the hospital's executive management team develops a strategic plan to reposition the hospital.: The "Talk to Chuck" Advertising Campaign.. John A. Marketing strategy. Publication Date: 09/20/2000 Revision Date: 07/10/2001 Product Type: Case (Field) Abstract: Describes the challenges facing the online site associated with Canada's largest bricks-and-mortar bookseller. Cross functional management. 2) key components and choices in channel management. May be used with: (509701) Charles Schwab & Co. Video Supplement (VHS) Author(s): Quelch. Marketing strategy. Hospital administration. by John A. "Talk to Chuck" Advertising Campaign Ad Clips. Epilogue Author(s): Bruce. Electronic commerce. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Venkatesh. Market research. and implementation of a communications plan. Video Supplement (VHS). Must be used with: (994020) Changing Corporate Identity: The Case of a Regional Hospital. Margaret Publication Date: 01/01/1994 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Facing competitive pressure from local health care suppliers and a shift in patient demand. Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $150. It enables identification of competitors poised to use the media to change the rules of the marketplace.

Brand management. Provides students with the perspective of transfering agribusiness technology from one country to another. This case introduces Spain and its market opportunities as well as the Chase. Benson P. Inc. 5p. (509701). choice of target audience. England and J. E. Geographic Setting: Spain. (509702). Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) Abstract: Involves price negotiation and reciprocity. Supplement (Library). Marketing planning. Pricing. Video. 10/30/10 Southeast Asia Length: 22p 79 590084 Title: Chase Manhattan Bank (A) Author(s): Shapiro. The series explores the jurisdictional difficulties in mobilizing the Chase's strength. Landendorf. The key issue facing the company is whether it is time to begin expending greater marketing resources to build a customer base for the CharmIT. John A. Raymond Corey 502012 Title: Charmed Technology Author(s): Moon. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Customer Service Department • 60 Harvard Way • Boston. Willis. by Benson P. complex product line. Laura Publication Date: 01/16/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Chemicals. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. message strategy. Interdepartmental relations. by John A. Quelch. Ray A. (508064). by Benson P. especially China. media selection. Author(s): Corey. Negotiations. Quelch 507005 Title: Charles Schwab & Co.: The "Talk to Chuck" Advertising Campaign Author(s): Quelch.. Customer relations. Inc.Marketing List Price: $150. it doesn't even have a VP of marketing or sales yet. (590094). Thus. it is difficult for the Chase to develop and execute a coherent strategy in a geographical area. CEO Alex Lightman is unsure whether this makes sense.. Indeed. Communication strategy. It is organized by products and market types. International business. if Charmed decides to hire a marketing team. Video. 4 min. Kiron. 11 min. Interdepartmental relations. . wearable computer for consumers. Quelch. Financial services. China. Benson P. 4 min. Product lines Length: 20p Supplementary Materials: Supplement (Library). Publication Date: 11/30/1992 Revision Date: 03/06/1995 Product Type: Case (Field) Abstract: A successful agribusiness (poultry and feed) company in Thailand plans to adopt a model for all of Asia. Customer service. Purchasing..00 Supplementary Materials: Teaching Note.: Introducing a New Brand Author(s): Lal. (9-509-704). Suppliers Length: 6p Supplementary Materials: Teaching Note. Rajiv. David Publication Date: 11/26/2001 Product Type: Case (Field) Abstract: As the financial services industry converges. Geographic Setting: United States Industry Setting: Financial services Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note. how should Charles Schwab. A rewritten version of a case by W. by John A. Benson P. Includes color exhibits. by John A. Europe. The bank is very large with a broad.. Youngme Publication Date: 08/31/2001 Product Type: Color Case Abstract: Charmed Technology. 9p. Customer relations. International banking. Advertising strategy. Banking industry Subjects: Commercial banking. 9p. it will have to fire a significant number of engineers because of budgetary constraints. by John A. International banking. and media message. Quelch. Quelch. Geographic Setting: San Francisco. 11 min. Europe. Shapiro. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Video. Expansion. (590094).. 7p. (9-509-703). However. New product marketing. Must be used with: (590084) Chase Manhattan Bank (A). Shapiro. 590086 Title: Chase Manhattan Bank (C): The Individual Bank Author(s): Shapiro. Geographic Setting: Europe Industry Setting: Commercial banking. 7p. Technology Length: 23p 593049 Title: Charoen Pokphand Group Author(s): Goldberg. Video. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Product Type: Supplement (Field) Abstract: Provides market and competitive data on the Spanish financial services market. Test market results facilitate discussion of advertising objectives. a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers. Product lines Length: 24p Supplementary Materials: Supplement (Field). Given that the CharmIT is still a first-generation product. Winig. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (590085). (590025). by Benson P. Shapiro. and performance measures. by John A. International business. CA Industry Setting: Financial services Gross Revenues: $5. 20p. The "CharmIT" is being billed as the world's first affordable.. International marketing. (508064). 590085 Title: Chase Manhattan Bank (B) Author(s): Shapiro. has just released its first product.8 billion revenues Subjects: Advertising campaigns. Geographic Setting: Asia Industry Setting: Poultry & egg production Subjects: Agribusiness. Quelch Year New: 2007 502020 Title: Charles Schwab Corp.B. Marketing strategy Length: 27p NEW 590024 Title: Charlestown Chemical. Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Subjects: Innovation. position its brand? This case presents elements of the company's overall brand strategy-including brand assets. The company has no marketing team. widely known as a discount brokerage firm. by John A. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/22/1991 Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. Vincent N. by E. Product introduction.

by Benson P. .. (590090). by Benson P. Geographic Setting: Spain. 590087 Title: Chase Manhattan Bank (D): The Global Bank Author(s): Shapiro. and internal Chase competition for the small to medium sized ("middle market") commercial customers. Product lines Length: 16p Supplementary Materials: Supplement (Field). Shapiro. Product lines Length: 15p Supplementary Materials: Supplement (Field). Customer relations. (590092). Benson P. Geographic Setting: Spain. Interdepartmental relations. and its approach to Spain. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. There is also an explanation of the pressing issues on the minds of those responsible for the Global Bank in Spain including its relationships to the Individual Bank in Spain. 7p. An important part of the case focuses on its relationships with Chase's Individual and Global Banks. . Shapiro. Customer relations. Product lines Length: 8p Supplementary Materials: Supplement (Library). Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. Supplement (Library). the lack of a single direction in key market segments. (590094). This contrasts with the desire of some customers to have an institutional relationship with their bank. by Benson P. It builds upon the first five cases and focuses on the issues related to integrating the three (Individual.. Interdepartmental relations. Europe. The key integration issues are Chase's overall image in Spain. by Benson P. International business. 7p. to selected market segments such as other banks and insurance companies. 590088 Title: Chase Manhattan Bank (E): The Institutional Bank Author(s): Shapiro. 3p. International business.. 590089 Title: Chase Manhattan Bank (F): Integration Issues Author(s): Shapiro. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. Benson P. by Benson P. Europe. Presents the Global Bank's history and position in Spain and its marketing approach there including a description of products and services offered. Shapiro. Banking industry Subjects: Commercial banking. Interdepartmental relations. 5p. Product lines Length: 20p Supplementary Materials: Supplement (Field). Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. International banking. Customer relations. International business. Jarvie PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: The core issue is the number of Chase salespeople representing the different Chase product/market organizations that call on Spanish customers. Interdepartmental relations. Benson P. 7p. by Benson P. Supplement (Field). Benson P. International banking. (590094). and Institutional) Chase worldwide banks. a worldwide Chase organization that markets to individual consumers and small businesses. Customer relations. Shapiro. Presents the bank's products and services. Jarvie PA Publication Date: 03/09/1990 Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. Interdepartmental relations. . 80 590090 Title: Chase Manhattan Bank (G): International Institutional Sales Author(s): Shapiro. International banking. International banking. 7p. Benson P. Must be used with: (590088) Chase Manhattan Bank (E): The Institutional Bank. International business. Jarvie PA Publication Date: 03/09/1990 Revision Date: 05/25/1990 Product Type: Supplement (Field) Abstract: Focuses on several important cross-jurisdictional integration issues such as internal Chase competition for distribution channels for sophisicated financial services. International business. This case deals with the Institutional Bank. 590092 Title: Chase Manhattan Bank (I): Luxembourg Unit Trusts Author(s): Shapiro. Shapiro. (590093). Jarvie PA Publication Date: 03/09/1990 Product Type: Case (Field) Abstract: Part of a series concerning the Chase Manhattan Bank's approach to Spain. Banking industry Subjects: Commercial banking. Geographic Setting: Spain.Marketing Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. Jarvie Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Europe Industry Setting: Commercial banking. 4p. (590094). Also explores the critical issues facing the Individual Bank management responsible for Spain including a branch expansion and the development of new products. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Global. Europe. (590094). Shapiro. by Benson P. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Product Type: Case (Field) Abstract: Part of a series concerning the Chase Manhattan Bank's approach to Spain.. Product lines Length: 3p Supplementary Materials: Supplement (Library). 7p. International banking. Benson P. a worldwide Chase organization that markets to larger corporations. (590094). Europe. International banking. 2p. Europe. Shapiro. Europe. Shapiro. (590091). Product lines Length: 4p Supplementary Materials: Supplement (Library). 7p. Supplement (Library). Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. 590091 Title: Chase Manhattan Bank (H): International Individual Bank Author(s): Shapiro. This case describes the Individual Bank. This case describes the Global Bank. by Benson P.. and communication across lines of business. International business. a worldwide Chase organization that markets specific products. 10/30/10 Shapiro. Geographic Setting: Spain. often information and computer intensive. Customer relations. by Benson P. Geographic Setting: Europe Industry Setting: Commercial banking. Customer relations. Explains the Institutional Bank products and opportunities in Spain. by Benson P. Interdepartmental relations. internal barriers to cooperation. Shapiro.. Supplement (Library). . (590094).

(585098). 590093 Title: Chase Manhattan Bank (J): European Corporate Finance Author(s): Shapiro. 590094 Title: Chase Manhattan Bank (K): List of Characters Author(s): Shapiro. New product marketing. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. International business. the first Chemical Labour Grouping [Agrupacion Europea de Interes Economico (AEIE)] was established in Spain. 15p. by Benson P. Publication Date: 05/01/1981 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising. Spanish Version Author(s): Quelch.. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising. Product lines Length: 2p Supplementary Materials: Supplement (Library). 1990. Must be used with: (590087) Chase Manhattan Bank (D): The Global Bank.: Vaseline Petroleum Jelly.. Geographic Setting: Europe Industry Setting: Commercial banking. Quelch IES030 Title: Chemical Labour Grouping. (590088) Chase Manhattan Bank (E): The Institutional Bank. (590091) Chase Manhattan Bank (H): International Individual Bank. by Benson P.: Vaseline Petroleum Jelly Author(s): Quelch. (IES031). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Chemical industry Subjects: Automobile industry. and consumer promotion. some important strategic objectives have already been achieved for its members. Banking industry Subjects: Commercial banking.Marketing PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: Focuses on the marketing and transfer price issues in selling unit trusts (like mutual funds) into Spain. Geographic Setting: Europe Industry Setting: Commercial banking. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising. Pares. Communication Customer Service Department • 60 Harvard Way • Boston. trade promotion. Marketing management Length: 28p Supplementary Materials: Teaching Note. Lluis G. Jarvie PA Publication Date: 03/09/1990 Revision Date: 09/14/1990 Product Type: Supplement (Library) Abstract: Provides a list of the case characters and their reporting relationships. Geographic Setting: Europe Industry Setting: Commercial banking. John A. (590087) Chase Manhattan Bank (D): The Global Bank. Interdepartmental relations. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Gross Revenues: $50 billion assets Subjects: Advertising. (590093) Chase Manhattan Bank (J): European Corporate Finance. International business. International banking. There are notable opportunities but serious dangers and difficulties as well on the horizon of the Europe of 1993. Communication strategy. (590094). It was formed by four paint manufacturers: Spanish. by John A. John A. French. Customer relations. Penny Pittman Publication Date: 05/01/1981 Revision Date: 12/01/1992 Product Type: Case (Field) Abstract: The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising. Chemicals.. While it appears that. Shapiro. 11p. Customer relations. Marketing planning. and British. Interdepartmental relations.S. This case describes AEIE's management and the situation and perspectives just after its conception. Competition. The second is responsible for formulating and executing the commercial introduction of the Pronto System in New York City. John A. The decision maker is a London based product development manager. (590086) Chase Manhattan Bank (C): The Individual Bank. and consumer promotion. Merliss. International banking. (590094). Computer systems. Inc. Europe. How can the best action plan be determined? Geographic Setting: Europe Industry Setting: Automotive industry. Inc. Consumer marketing. Europe. European Economic Interest Grouping (CLG. the future seems quite uncertain. (590089) Chase Manhattan Bank (F): Integration Issues. Product lines Length: 5p Supplementary Materials: Supplement (Library). Marketing strategy. Its principal target market were automobile manufacturers and it competed with 10/30/10 81 large multinational paint manufacturers. (590090) Chase Manhattan Bank (G): International Institutional Sales. One is responsible for licensing use of the Pronto software to other U. Europe. EC single market. Publication Date: 03/22/1984 Revision Date: 11/30/1988 Product Type: Case (Field) Abstract: Two Chemical Bank vice presidents are reviewing the marketing of the Pronto Home Banking System. Financial services. Renart 504S07 Title: Chesebrough-Pond's. Banking industry Subjects: Commercial banking. Customer relations. Consumer marketing. (590085) Chase Manhattan Bank (B). International marketing. Marketing planning.. Benson P. by Lluis G. Sales promotions Length: 22p 581047 Title: Chesebrough-Pond's. trade promotion. Must be used with: (590092) Chase Manhattan Bank (I): Luxembourg Unit Trusts. 7p. Joint ventures. Product lines Length: 7p 584089 Title: Chemical Bank: The Pronto System Author(s): Quelch. Interdepartmental relations. banks. International banking. (590084) Chase Manhattan Bank (A). 7p. Management of crises. Shapiro. Francisco Publication Date: 01/01/1990 Revision Date: 04/01/1994 Product Type: Case (Field) Publisher: IESE Business School Abstract: On March 13. Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. Jarvie PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: Deals with the conflicting pulls on a European corporate finance executive in trying to fill the needs of his many internal and external constituencies. Product management. thanks to AEIE. Banking industry Subjects: Commercial banking. EEIG) Author(s): Renart. Consumer goods. Benson P. German. International business. Europe.

Inc. Food. Europe. Market research. a chain of toy supermarkets. John A. Rohit. industry. MA Industry Setting: Toy industry. Publication Date: 06/01/1982 Product Type: Case Video Abstract: The vice president for sales describes the decisions made in response to problems in the case. manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. Quelch.Marketing strategy.: Corporate Image Advertising Author(s): Quelch. With only 0. Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006. Inventory management. Product planning & policy Length: 14p Supplementary Materials: Teaching Note. Communication strategy. Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting. New product marketing. called a meeting with senior management to discuss the company's growth strategy. Communication strategy. was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so. Elisa M. Hirotaka. Merliss. Must be used with: (581073) Chipman-Union. in which the company is considering the introduction of a branded line of men's athletic socks. by John A. Retailing. Palter 582053 Title: Child World. CEO of Chocolates El Rey. and Japan. Information systems.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan. 15p. El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. Market research. Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World. Information systems. develop an overall marketing strategy for the company.: OdorEaters Socks. Polls & surveys Length: 17p Supplementary Materials: Teaching Note. Product planning & policy Length: 10 min List Price: $150. Toy industry Length: 29p 581073 Title: Chipman-Union. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands.: Odor-Eaters Socks (Hagen Interview). Jorge Redmond. Ralph G. Case Video. United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market. Marketing planning. Packaging. John A. Geographic Setting: Europe. Product management. (591141). Corporate strategy. Distribution planning.. 24p. Gustavo. Geographic Setting: United States Industry Setting: Food industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques.5% of the cocoa's world production. He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and. Quelch 591005 Title: Chevron Corp. in early 1981. by John A. which faces a myriad of problems. In late 1988 they were exploring possible approaches to marketing in the EEC in light of the market integration process that was scheduled to be completed in 1992. Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions. El Rey needed to grow. mostly to the United States. Quelch. Marketing planning.: Odor-Eaters Socks Author(s): Quelch. Herrero. Test markets Length: 34p 10/30/10 82 589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell. including supermarket and drug store distribution. but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets. Penny Pittman Publication Date: 07/01/1981 Revision Date: 10/28/1992 Product Type: Case (Field) Abstract: The company is considering whether or not to introduce a branded line of men's athletic socks. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: Boston. Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande. Video Author(s): Quelch. Operations research. Publication Date: 03/21/1991 Revision Date: 06/04/1993 Product Type: Case (Field) Abstract: Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Sales promotions Length: 22p Supplementary Materials: Teaching Note. Consumer goods. at the same time. The firm sold its chocolates in four different segments--food services. Petroleum. Marketing strategy. Hiller. Inc. New product marketing. Also describes test marketing and the use of the PERT system to determine a production schedule. John A. Quelch 882548 Title: Chipman-Union. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising. Consumer marketing. Merliss. International marketing. (882548). Publication Date: 04/01/1966 Revision Date: 06/01/1972 Product Type: Case (Field) Abstract: Describes a meeting of the marketing committee to consider a proposal for a new package in view of the competitive situation. Inc.M. Industry Setting: Apparel industry Subjects: Clothing. (583016). A relatively small firm with sales of around $14 million. by John A. 5p. a strategic business unit of Chloride Group PLC. Author(s): Takeuchi. Distribution planning. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. Inc. (583013). Cuellar. John Chase was appointed president of Child World. Robert D.. how could El Rey go about it? Industry Setting: Chocolate industry Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2008 7854BC Title: Choice: UBU (You Be You)--How Choice Operates in Consumer and Political Marketplaces Customer Service Department • 60 Harvard Way • Boston. was acquired by Cole National. Considers a preliminary marketing program. retail and beverages--and exported 17% of its production. Clothing. 10 min. by John A. Marketing planning. a chain of specialty stores.

by Rohit Deshpande. Publication Date: 11/05/2003 Revision Date: 09/15/2008 Product Type: Case (Field) Abstract: A new. Kasturi Publication Date: 01/31/1995 Revision Date: 04/19/1996 Product Type: Note Abstract: Compares four different approaches to case teaching: lecturing. sometimes becoming too much of a good thing for both consumers and marketers. yet.. price. Customer Service Department • 60 Harvard Way • Boston. when consumers are forced to make trade-offs between product attributes or helping the environment. Marketing management. Streaming. India. however. by Regina E. Jocz. Marketing implementation. And. Argues the advantages of the "choreography" method from the point of view of students' learning. James B. Publication Date: 10/01/2004 Product Type: SMR Article Abstract: Green marketing has not lived up to the hopes and dreams of many managers and activists. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. must decide what to do about Cipla's future. Ethics.. by Rohit Deshpande 10/30/10 NEW 83 9-507-P03 Title: Cipla. as the growing number of people willing to pay a premium for green products--from organic foods to energy-efficient appliances--attests. Jill Meredith. minimally invasive medical device has achieved only onethird of its budget. Regulation Length: 20p Supplementary Materials: Supplement (Field). Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Abstract: The head of Cipla. should companies handle these issues? They must always keep in mind that consumers are unlikely to compromise on traditional product attributes. James B. Portuguese Version Author(s): Deshpande. and performance. Regina E. from the relatively passive and silent "lean green" approach to the more aggressive and visible "extreme green" approach--with "defensive green" and "shaded green" in between. Health care. And hopes for green products also have been hurt by the perception that such products are of lower quality or don't really deliver on their environmental promises. (507706). Was the problem one of marketing strategy. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Corporate responsibility. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. James B. power. Case Video. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Marketing strategy. 14p. Bloom. With India poised to enforce international patents in only two years. In contrast. Subjects: Environmental protection. Pricing. Winig. Concludes with a description of that method and some tips on how to use it. Nevertheless. choice is essential to representative democracies. illustrating. Rohit. and rationality. theorizing. Weber. such as convenience. must decide what to do about Cipla's future. Winig. Product development. (507705). Regina E. Rohit. 7 min. (1278-9). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. identity. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p 304052 Title: Circle Gastroenterology Products (A) Author(s): Herzlinger. Case Video. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. V. Patents. Product introduction.. then. 7 min. depending on market and competitive conditions. Case Video. Ethics. 2p. With India poised to enforce international patents in only two years. the environment almost never wins. by Rohit Deshpande. Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal. For example. Paul N. by Rohit Deshpande. (307021). Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: LACC Case Abstract: The head of Cipla. Pharmaceuticals industry. and/or clinical trials? Geographic Setting: United States Industry Setting: Medical equipment & device industry Number of Employees: 700 Gross Revenues: $80 million revenues Event Year End: 2003 Subjects: Global Research Group. Herzlinger. Public policy Length: 8p Year New: 2004 595074 Title: Choreographing a Case Class Author(s): Rangan. The authors suggest that companies should follow one of four strategies. Weber. the political marketplace offers a relatively limited range of options. (304053). It also comes with burdens. quality. that there is no single green marketing strategy that is right for every company. John A. Medical supplies. reimbursement. Aldo Sesia Jr. those "other things" are rarely equal in the minds of consumers.. 7 min. and choreographing a case. the news isn't all bad. sales. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Choice is an integral part of life--linking with desire. How. Marketing strategy. Health insurance. Subjects: Case method. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). and citizens may or may not obtain outcomes that accord with their preferences.95 SMR157 Title: Choosing the Right Green Marketing Strategy Author(s): Ginsberg. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. Weber Year New: 2004 304053 Title: Circle Gastroenterology Products (B) Author(s): Herzlinger.Marketing Author(s): Quelch. Product lines Length: 21p Supplementary Materials: Teaching Note. It's even more important to realize. availability. Teaching methods Length: 6p 503085 Title: Cipla Author(s): Deshpande.

Publication Date: 05/24/1984 Revision Date: 01/11/1985 Product Type: Case (Field) Abstract: Describes Citibank's organization structure and performance measurement systems for managing Customer Service Department • 60 Harvard Way • Boston. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Spanish Version Author(s): Rangan. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: Case (Field) Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. Geographic Setting: Asia Subjects: Asia. (506065). were not enthusiastic. Video (DVD) Author(s): Rangan. Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new business strategy. Health insurance. Product positioning. V. Pricing. Teaching Note. (595523). Coming back from the recession. Service management Length: 28p 595026 Title: Citibank: Launching the Credit Card in Asia Pacific (A) Author(s): Rangan. Medical supplies Subjects: Global Research Group. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. Product positioning. Marie Bell. Health insurance. Case Video. Product positioning. DVD Abstract: Presents the launch advertisements in four Asia Pacific countries.00 503S47 Title: Citibank: Launching the Credit Card in Asia Pacific (A). Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: LACC Case Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. Product development. Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min Year New: 2005 595523 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. India--1993. Kasturi Rangan 584016 Title: Citibank: Marketing to Multinational Customers Author(s): Buzzell. (595027) Citibank: Launching the Credit Card in Asia Pacific (B). Consumer credit. Product introduction. Pricing. 4p. by V. they work out 10/30/10 84 a comprehensive launch plan. 14p. Kasturi Rangan. The bank's New York headquarters. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. were not enthusiastic. Product introduction. Pricing. V. Consumer credit. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: Supplement (Field) Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. Service management Length: 4p Supplementary Materials: Case Video.Marketing Publication Date: 11/05/2003 Revision Date: 01/02/2008 Product Type: Supplement (Field) Abstract: Supplements the (A) case. they will work out a comprehensive launch plan. and if a "go" decision is made. (595522). 14p. Health care. Robert D. V. Cisco took a dip in its sales and profits in 2001. by V. Kasturi Rangan BESTSELLER 9-508-S05 Title: Citibank: Launching the Credit Card in Asia Pacific (B). Students will make a decision. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. and several of its country managers in the region. Pricing. Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 595027 Title: Citibank: Launching the Credit Card in Asia Pacific (B) Author(s): Rangan. Market entry. (595523). 8 min. International marketing. V. Kasturi Publication Date: 06/01/1995 Product Type: Case Video. Marketing strategy. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: LACC Supplement Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. Product introduction. Marketing strategy. Geographic Setting: Asia Subjects: Asia. International marketing. (595027). by V. Geographic Setting: United States Gross Revenues: $18 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Distribution channels. Product positioning. Consumer credit. V. International marketing. Kasturi Rangan. 8 min. Spanish Version Author(s): Rangan. India--1993. International marketing. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Product introduction. Describes those changes and poses new channel management challenges in light of Cisco's entry into new markets and technologies. Product introduction. Kasturi Publication Date: 06/01/1995 Product Type: Case Video Abstract: Presents the launch advertisments in four Asia Pacific countries. by V. 8 min. Medical supplies. and if a "go" decision is made. Marketing strategy. and several of its country managers in the region. Kasturi Rangan Year New: 2005 595522 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. Marketing strategy. Marketing strategy Length: 20p Supplementary Materials: Teaching Note. Must be used with: (304052) Circle Gastroenterology Products (A). Regulation Length: 2p Year New: 2004 505006 Title: Cisco Systems: Managing the Go-to-Market Evolution Author(s): Rangan. Service management Length: 25p Supplementary Materials: Supplement (Field). Video Author(s): Rangan. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). by V. V. Marketing strategy. Students make a decision. DVD. by V. V. The bank's New York headquarters. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer credit. Industry Setting: Health care industry. (595104). Service management Length: 8 min List Price: $150. Kasturi Rangan. Case Video. Kasturi Publication Date: 03/24/2005 Revision Date: 05/18/2006 Product Type: Case (Field) Abstract: With the collapse of the dotcom market and related shrinkage in the high-tech industry.

(502029). (584088). (502034) Naming the Edsel (Condensed). Eric A. Carin-Isabel Publication Date: 02/28/2008 Product Type: Case (Field) Abstract: With its history of growth through acquisition. Marketing strategy. Multinational corporations. Product positioning Length: 27p Supplementary Materials: Supplement (Field). Marketing strategy Length: 22p Supplementary Materials: Teaching Note. Andrea Wojnicki. more frequent inspections. Product management Length: 36p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. high weeds. CEO of Citi's Global Consumer Group International. Product lines. 16p. Yorkston 584087 Title: Clairol Appliance Division: The Skin Machine (A) Author(s): Quelch. 29p. Bates 584088 Title: Clairol Appliance Division: The Skin Machine (B) Author(s): Quelch. Market segmentation. 1p. Publication Date: 04/01/1978 Revision Date: 01/01/1983 Product Type: Case (Library) Abstract: The city manager of Dallas wonders how to improve citizen compliance with ordinances related to litter control.J. by John A. Marketing organization. Strategic market planning Length: 30p Supplementary Materials: Teaching Note. Rohit. Based on an earlier case by W. International marketing. 13p. by Susan Fournier. Knoop. In 1984. Yorkston. by John A. or communications campaign emphasizing voluntary compliance. Industry Setting: Consumer products Subjects: Consumer goods. Publication Date: 03/08/1984 Revision Date: 12/20/1985 Product Type: Case (Field) Abstract: The product manager on the recently introduced Clairol Skin Machine is evaluating its mediocre sales performance. (501007) Renaming Computer Power Group. Consumer marketing. Consumer goods. Salmon. 13p. Students must evaluate the test design and address the more fundamental question of the Skin Machine's viability. Cynthia A. by John A. Lovelock 500055 Title: Claiborne Asks Web Surfers to Name New Line Author(s): Fournier. Publication Date: 12/01/1978 Revision Date: 12/17/1985 Product Type: Case (Field) Abstract: Focuses on adjusting the "Skin Machine" product line to counter product imitations launched by much larger organizations. International banking. Quelch. Geographic Setting: Dallas. Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. TX Industry Setting: Government & regulatory Subjects: Communication strategy. Product management. He concludes that the advertising program may be deficient 10/30/10 85 and designs an advertising field test. Must be used with: (584087) Clairol Appliance Division: The Skin Machine (A). Publication Date: 03/08/1984 Product Type: Supplement (Field) Abstract: The results of the advertising field test developed in the (A) case are presented. The Skin Machine product manager must interpret these results to the marketing director. by Susan Fournier. Product development. stray animals.Marketing global account relationships. chairs a task force to work through the process of rebranding the entire Citi house of brands while maintaining a focus on being focused on customers. (587173). Consumer behavior. for each of 33 "neighborhoods. Local government. John A. junk autos. Teaching Note. Marketing strategy. Major organization changes were made in 1974 and 1980. Salmon. Quelch. Industrial markets. Geographic Setting: United States Industry Setting: Appliance industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Consumer goods. Ajay Banga. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust. (500066) Naming the Edsel. (586090). Industry Setting: Commercial banking. Bates 579112 Title: Clairol Skin Machine (C) Author(s): Salmon. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 9-508-011 Title: Citigroup: Re-Branding in 2007 (B) Author(s): Deshpande.J. NY Industry Setting: Fashion industry Subjects: Brand equity. Possible approaches include higher fines for violations. and citizen perceptions of problem areas. Consumer marketing. Rohit. Market research. Quelch. (586002). Market research. Product management. Teaching Note. Consumer behavior. some executives are concerned about inadequate attention being given to multinational corporate accounts. Banking industry Subjects: Commercial banking. (586090). 16p. Product positioning Length: 1p Supplementary Materials: Teaching Note. Palesy. Buzzell 9-508-010 Title: Citigroup: Re-Branding in 2007 (A) Author(s): Deshpande. New product marketing. Laura Winig. Brands. and control of mosquitoes and rats. Marketing management. by Robert D. violations by category. Product introduction Length: 5p Supplementary Materials: Teaching Note. Geographic Setting: New York. Organizational behavior. Wojnicki. Laura Winig. Organizational behavior. Cynthia A. Eric A. by Christopher H. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2008 578177 Title: City of Dallas Author(s): Lovelock. Geographic Setting: United States Industry Setting: Personal care products Company Size: large Gross Revenues: $2 billion sales Subjects: Competition. (DMI001) Creating a Corporate Identity for a $20 Billion Startup: Lucent Technologies. Carin-Isabel Publication Date: 03/03/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. (502064). Christopher H. Susan.." demographic data. Clothing. Steven R. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Andrea Wojnicki. 29p. John A. Based on an earlier case by W. Product development. Walter J. Exhibits (8p) include. Andrea Publication Date: 01/25/2000 Product Type: Case (Field) Abstract: Presents results of an Internet-voting promotion used to guide selection of a brand name for a new clothing firm extension. Knoop. The case describes the history of branding and rebranding at Citigroup at a time of increasing global competition in financial services.

Bates 575043 Title: Clairol. (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A). Designed to illustrate the ability of managers to ask "what if" questions about competitive response and alternative product line strategies.. has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Robert J. Permits analysis of basic results and dynamic market simulations in one class session. the company is saddled with excess inventory--and there's no relief in sight.. Dan. Market research. Tradeoff analysis Length: 21p 581150 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (B) Author(s): Clarke. Not many executives in the company are in favor of cutting prices. Risk Length: 4p Year New: 2005 R0504A Title: Class--or Mass? (HBR Case Study and Commentary) Author(s): Kesner. and the company is doing everything it can to preserve its premium image among customers. the division's primary link with many retail outlets. Must be used with: (581150) Clark Material Handling GroupOverseas: Brazilian Product Strategy (B). Geographic Setting: Brazil Industry Setting: Industrial goods. Publication Date: 10/10/1974 Revision Date: 06/12/1981 Product Type: Case (Field) Abstract: The Clairol Appliance Division attempted to motivate distributor salespeople. is having a bad week. Tradeoff analysis Length: 36p R0504Z Title: Class--or Mass? (Commentary for HBR Case Study) Author(s): Kesner. South America. (584055) Clark Material Handling GroupOverseas: Brazilian Product Strategy (D). is resulting in catches that are bigger than ever. along with new fishing regulations. Tradeoff analysis Length: 10p 584055 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (D) Author(s): Clarke. Product lines. Publication Date: 03/17/1982 Revision Date: 07/30/1984 Product Type: Supplement (Pub Mat) Abstract: Computer Addendum to the (A) and (B) cases. Inventory management. Personal care products Gross Revenues: $35 million division sales Subjects: Appliances. Product planning & policy. May be used with: (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A). Jain. Alexander L. Merchandising.. Quelch. South America. Dipak C. Inc.Marketing Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The problem was that distributor salespeople were far removed from Clairol headquarters-Clairol's small sales management staff supervised representatives who sold products to distributors whose salespeople in turn sold them to retailers. Thomas T. Food. Cynthia A. machinery & equipment industries Company Size: large Subjects: International marketing. Darrel G. is having a bad week. South America. Benson P. Simulation. N. Dan. Neptune is the most upmarket player in the $20 billion industry. 18p. Walters. too? May be used with: (R0504X) Class--or Mass? (HBR Case Study). Clarke 582125 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (C). Though demand is at an all-time high. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. Jain. Geographic Setting: United States Industry Setting: Appliance industry. Idalene F. Rockney.. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Publication Date: 10/28/1983 Revision Date: 07/30/1984 Product Type: Case (Library) Abstract: Expands on Clark Material Handling Group-Overseas: Brazilian Product Strategy (A) and (B). HBR Case Discussions. Idalene F. Schulman. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. Product lines.. Darrel G.. Darrel G. Bolen. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. (586091). How can he get others to see the danger. Davis. Product planning & policy.. Geographic Setting: South America Subjects: International marketing. Rockney. Pricing strategy. South America. Oscar. Product lines. Nagle. Schulman. Oscar. Geographic Setting: Michigan Industry Setting: Machinery industry Company Size: large Subjects: International marketing.: Appliance Division Author(s): Shapiro. Product planning & policy. Failure to get distributor salespeople to push Clairol products and service Clairol shelves in retail outlets had recently resulted in severe retail stockouts and haphazard displays of some Clairol products. by John A. Rita Sanchez. Bolen. Publication Date: 04/24/1990 Product Type: Case (Field) Abstract: Assumes some knowledge of conjoint analysis. Industry Setting: Food industry Subjects: Brand management. de la Renta. Dipak C. Sales management Length: 20p 590081 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (A&B) (Condensed) Author(s): Dolan. Tradeoff analysis Length: 22p Supplementary Materials: Supplement (Pub Mat). Company considers entry into the Japanese market. May be used with: (581091) Clark Material Handling GroupOverseas: Brazilian Product Strategy (A). de la Renta. Marketing strategy. Simulation. Market research. Distribution channels. 10/30/10 86 Japan. Publication Date: 06/01/1981 Revision Date: 11/07/1984 Product Type: Case (Field) Abstract: Provides market simulations of five different company product line strategies in three different competitive environments. (581150) Clark Material Handling Group-Overseas: Brazilian Product Strategy (B). the marketing director of $820 million Neptune Gourmet Seafood. Product lines. 10p. Thomas T. by Darrel G. Geographic Setting: Brazil Industry Setting: Machinery industry Company Size: Fortune 500 Gross Revenues: $600 million revenues Subjects: Market research. But Neptune's recent investment in state-ofthe-art freezer trawlers. Computer Addendum Author(s): Clarke. Product planning & policy. Nagle. Neptune is the most upmarket player in Customer Service Department • 60 Harvard Way • Boston. Reputation worries aside. Market research. Walters. Personal selling.J. (582125). Alexander L. Pricing strategy. the marketing director of $820 million Neptune Gourmet Seafood. Neptune's sales head.

Marketing strategy. Industry Setting: Food industry Subjects: Brand management. Herrero. 3) major account management. The experience of Club Med is largely among Europeans. market. 2) systems. VP of the Americas sales organization at Clearion. United States Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. In November 2006. But Neptune's recent investment in state-of-the-art freezer trawlers. Reputation worries aside. intimacy. Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Product Type: LACC Case Abstract: Focuses on Club Med's strategy in the U. tourists to its Caribbean resorts. Neptune's sales head. is resulting in catches that are bigger than ever. the club has recruited and developed dozens of star players. Gustavo A. Should Macri enter negotiations with the clubs interested in buying the star players? If so. Benson P. International marketing.Marketing the $20 billion industry. Subjects: Customer relations. has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. allocating headcount. single U. the company is saddled with excess inventory--and there's no relief in sight. along with new fishing regulations. Purchasing. and the company is doing everything it can to preserve its premium image among customers. seeking to purchase the players Fernando Gago and Rodrigo Palacio. Walters. Marketing strategy. and longevity for both the vending and the buying companies. the marketing director of $820 million Neptune Gourmet Seafood. Macri is approached by Spanish and Italian soccer powerhouses. Publication Date: 01/14/2008 10/30/10 87 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: Club Atletico Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. 9p. by Mark Leslie. Though demand is at an all-time high. and 4) strategic account relationships. too? May be used with: (R0504Z) Class--or Mass? (Commentary for HBR Case Study). Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. James Lattin. Market definition. Food. Geographic Setting: Latin America. In his eleven years at Boca Juniors. How can he get others to see the danger. along with new fishing regulations. Though demand is at an all-time high. how should they approach the talks? Allows for an in-depth examination of Boca Junior's business model. Sales management. Soccer Number of Employees: 1000 Gross Revenues: $200 Million Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2008 503S65 Title: Club Mediterranee. HBR Case Discussions. Rita Sanchez. is having a bad week.. Marketing management. HBR Case Discussions. Lattin. and the company is doing everything it can to preserve its premium image among customers. (E232TN). is resulting in catches that are bigger than ever. a fictional software firm. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Sales strategy Length: 23p 508056 Title: Club Atletico Boca Juniors Author(s): Elberse. Spanish Version Author(s): Ward. Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Customer Service Department • 60 Harvard Way • Boston. Explains the advantages. the company is saddled with excess inventory--and there's no relief in sight. But Neptune's recent investment in state-of-the-art freezer trawlers. Inventory management. Describes the changes he makes and asks students to consider making improvements on them. Inventory management. Risk Length: 6p Year New: 2005 E232 Title: Clearion Software Author(s): Leslie. Also enables an assessment of successful talent and brand management strategies in the context of a sports franchise with a worldwide reach. Reputation worries aside. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Partnerships. However. Publication Date: 08/29/1988 Product Type: Note Abstract: Describes four kinds of selling: 1) transaction. disadvantages. Anita. The second half is devoted to a discussion of strategic account relationships which embody importance. president Mauricio Macri has significantly increased the club's net worth and annual revenues. Tourism Length: 14p 579061 Title: Club Mediterranee Author(s): Ward. Not many executives in the company are in favor of cutting prices. entertainment & sports. has missed his quota for the first time in his career at the company. Neptune's sales head. Consumer behavior. Harkey. Risk Length: 10p Year New: 2005 R0504X Title: Class--or Mass? (HBR Case Study) Author(s): Kesner. How can he get others to see the danger. Rockney Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. Not many executives in the company are in favor of cutting prices. Alberto. but the Club has attracted young. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Throughout its storied history. Geographic Setting: Argentina Industry Setting: Arts.S. Food. Mike Harkey Year New: 2006 589015 Title: Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment Author(s): Shapiro. Rita Sanchez. has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand.S. Ballve. Growth strategy. Idalene F. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. he faces a constant challenge to remain competitive on and off the field. and how it differs from that of the richer soccer clubs in Western Europe. too? Geographic Setting: East Coast Industry Setting: Seafood industry Subjects: Brand management. James. and risks of each. and assigning territories. Neptune is the most upmarket player in the $20 billion industry. Mark. Mike Publication Date: 08/08/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Mark Jacoby. He needs to reevaluate his strategies for setting quotas. Recreation.

4p. Instead of marketing products to consumers. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: The Harley-Davidson Company is everyone's favorite company turnaround story. Electronic commerce. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. Internet.S. Market positioning Length: 17p UV0745 Title: Cluster Analysis for Segmentation Author(s): Venkatesan. the authors say. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. France. consistent message: The needs of the patient come first. bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. market.S. collaboration. The experience of Club Med is largely among Europeans. but the Club has attracted young.com: Dream More and Pay Less Author(s): Wathieu. and processes for evidence of quality. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. What are the lessons to be drawn from Harley's brand myth? Subjects: NO SUBJECTS(KEYWORDS) Length: 38p List Price: $6. tourists to its Caribbean resorts.. and to monitor the efforts of the Clust purchasing team. After a very interesting launch strategy. beyond the usual act of choosing among predefined alternatives. then ensure that their employees and facilities consistently show customers evidence of that story. companies need to determine what story they want to tell.Marketing Product Type: Case (Gen Exp) Abstract: Focuses on Club Med's strategy in the U. Consequently. France. Consequently. Growth strategy. they naturally turn detective. Two pathways are outlined (focus on groupbuying and good deals vs. consumers are expected to bring up their demands and create new product ideas. Clust holds no inventory beyond a warehouse to organize deliveries. International marketing. to discuss and support the ideas of others. After a very interesting launch strategy. Luc Publication Date: 11/22/2000 Product Type: Case (Field) Abstract: Clust is a French groupbuying Web site. A simple algorithm for K-means clustering and the process of profiling clusters are provided. and to monitor the efforts of the Clust purchasing team. the evidence falls into three categories: people. Essentially. At Mayo. Their experiences led them to identify best practices applicable to just about any company. scrutinizing people. to call on their friends to join the Clust community. Marketing strategy Length: 6p NEW 501047 Title: Clust. Creativity.95 Year New: 2007 500068 Title: Coca-Cola's New Vending Customer Service Department • 60 Harvard Way • Boston. Rajkumar Publication Date: 03/22/2007 Product Type: Case (Field) Abstract: This note is designed for use in an MBA marketing research course. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2008 4855BC Title: Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds Author(s): Holt. Consumer behavior. 11p. The way in which Mayo manages evidence to communicate its message is an example to be followed. by Luc Wathieu 502S46 Title: Clust. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. to discuss and support the ideas of others. the Web site comes short of breath. (501083). Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. But conventional explanations about Harley's path to success fail to acknowledge that the so-called Harley mystique is nothing other than the brand's identity myth. the Mayo Clinic provides patients and their families concrete evidence of its strengths and values--an approach that has allowed it to build what is arguably the most powerful brand in health care. Recreation. Electronic commerce. Customer relations. No product is put on 10/30/10 88 sale before enough supporters endorse it and a 5% to 40% discount on retail price can be secured. The Mayo Clinic understands this and carefully manages that evidence to convey a simple. Communication in organizations. Examples from the insurance industry are used in the note. the Web site comes short of breath. Spanish Version Author(s): Wathieu. Market definition. Two pathways are outlined with enough details to support decision making and evaluate both profitability and concept consistency. In fact. Health care. beyond the usual act of choosing among pre-defined alternatives. Clust is marketing aggregated consumer demands to manufacturers. Luc Publication Date: 11/22/2000 Product Type: LACC Case Abstract: Clust is a French groupbuying Web site. In fact. Creativity. Internet. Tourism Length: 14p Supplementary Materials: Teaching Note. Clust is marketing aggregated consumer demands to manufacturers. by Scott Ward R0302H Title: Clueing In Customers Author(s): Berry. Bendapudi. It provides an overview of segmentation using K-means clustering. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. Douglas B. (579062). and tangibles. Industry Setting: Health care industry Subjects: Brand management. Neeli Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: When customers lack the expertise to judge a company's offerings. From the way it hires and trains employees to the way it designs its facilities and approaches its care.com: Dream More and Pay Less. Instead of marketing products to consumers. single U. Market positioning Length: 16p Supplementary Materials: Teaching Note. Clust holds no inventory beyond a warehouse to organize deliveries. consumers are expected to bring up their demands and create new product ideas. in particular those that sell intangible or technically complex products. Leonard L. to call on their friends to join the Clust community. facilities.

Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. CEO of Cofidis. (501084). to print advertising in TV guides.. Marketing management. France. or Not? Author(s): King. (C) Author(s): Shapiro. This case describes: 1) Cofidis' product and value proposition. which evolved from bundling with the 3 Suisse catalog. Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: LACC Case Abstract: An offspring of French catalog marketer 3 Suisses and a popular sponsor of Tour de France. and plastic letters. Melanie D. Ethics. Consumer marketing. to print advertising in TV guides. by Charles King. and 5) the challenge and opportunities posed by the Internet. Brands. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. Sales management Length: 13p 585173 Title: Cole National Corp. Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: Case (Field) Abstract: An offspring of French catalog marketer 3 Suisses. China. Competition. 3) the adaptive marketing strategy of the company. (C): Consumer Products Division Author(s): Cespedes. to direct mail. pocket knives. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. Rewritten version of a case by R. 7p. 2) the evolving competitive context and cultural complexity of the European credit market. John A. to bicycling sponsorship. Food. can we advise Michel Guillois. is one of China's largest soft drink producers. Spencer. and the challenge and opportunities posed by the Internet. Product development. Students must assess the impact of three possible sales promotions on DPCs and DPP from the perspective of a salesperson having to sell these offers to the supermarket chain. Growth management. Cofidis sells consumer credit over the phone. Dai. Consumer goods. Consumer credit. Communication strategy. Narayandas. CEO of Cofidis. Marketing strategy. Public relations Length: 9p Supplementary Materials: Teaching Note. Marketing strategy. Globalization. (803A06). Cardozo. Future Cola. Cofidis sells consumer credit over the phone. International marketing. Brands. This case describes: Cofidis' product and value proposition. This case explains CPD's marketing strategy and presents the dilemma facing the executive in charge: either turnover in the field salesforce Customer Service Department • 60 Harvard Way • Boston. Charles. to direct mail. was launched a few years ago to compete with Coca Cola and PepsiCo and has made significant progress in the soft drink markets that were developed by these cola giants. by John A.Marketing Machine (A): Pricing to Capture Value. Based on the lessons of the past. by Luc Wathieu 503S16 Title: Cofidis. The issue now is to maintain the momentum of growth in the face of major competition from the giant multinationals and to achieve its goal of dominant market share. Publication Date: 06/24/1975 Revision Date: 06/28/1979 Product Type: Case (Field) Abstract: Presents background material on the Cole National Corp. Das Publication Date: 02/07/2000 Revision Date: 12/12/2000 Product Type: Case (Pub Mat) Abstract: Chairman and CEO M. Sales promotions Length: 16p Supplementary Materials: Teaching Note. Marketing strategy Length: 23p Supplementary Materials: Teaching Note.000 retail outlets which then sell them to consumers. Ltd. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods. numbers. France.452 Gross Revenues: $450 million revenues Subjects: Advertising. which evolved from bundling with the 3 Suisse catalog. Direct marketing.. Consumer Products Division and its marketing strategy. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. Spanish Version Author(s): Wathieu. 4) the results of the strategy. Retailing. Geographic Setting: United States Industry Setting: Coffee Subjects: Brands. International marketing.000 Gross Revenues: $19 billion revenues Subjects: Beverages. 7p. Ethics. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. (501086). the adaptive marketing strategy of the company. Brand management. Communication strategy. Direct marketing. Geographic Setting: Global Industry Setting: Soft drink industry Number of Employees: 30.N. Emerging markets. Brands. Publication Date: 08/04/1986 Revision Date: 02/23/1987 Product Type: Case (Field) Abstract: Introduces the concepts of direct product costs and direct product profit and presents DPC/DPP data for seven disguised coffee brands sold through a single supermarket chain.452 Gross Revenues: $450 million revenues Subjects: Advertising. Pricing strategy. Das Narayandas BESTSELLER 587015 Title: Coffee Brands: Direct Product Profit/Cost Exercise Author(s): Quelch. to bicycling sponsorship. 9p. Quelch 501055 Title: Cofidis Author(s): Wathieu. the results of the strategy. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. can we advise Michel Guillois. Geographic Setting: China Industry Setting: Food industry Company Size: large Subjects: Beverages. Consumer credit. and a popular sponsor of Tour de France. Reaction around the world is swift and negative. Nancy Publication Date: 08/21/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Wahaha Hangzhou Group Co. Frank V. (587125). Product planning & policy 10/30/10 Length: 21p 89 903A06 Title: Cola Wars in China: The Future Is Here Author(s): Dawar. Benson P. Based on the lessons of the past. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Niraj. 8p. Publication Date: 05/20/1985 Product Type: Case (Field) Abstract: The Consumer Products Division (CPD) of Cole National Corp. by Niraj Dawar Year New: 2004 575131 Title: Cole National Corp. sells keys. One of the company's products. the evolving competitive context and cultural complexity of the European credit market. and signs to 56. Intended for use with a computer diskette.

Publication Date: 05/20/1985 Revision Date: 01/10/1986 Product Type: Case (Field) Abstract: Outlines the organization of the field salesforce. Shapiro. Marketing management. Sales organization Length: 27p Supplementary Materials: Teaching Note. Jacquie Publication Date: 10/23/2007 Product Type: Color Case Abstract: In February 2005. Marketing management.Marketing must be reduced or the strategy which emphasizes personal selling must be changed. a new toothpaste that had helped drive Colgate to a record value share in the important U..P. is either to reduce turnover in the field salesforce or to change the firm's marketing strategy. 18p. Sales management.: Turnover Author(s): Cespedes. Marketing strategy Customer Service Department • 60 Harvard Way • Boston.700 Gross Revenues: $12. Carter Publication Date: 01/01/1990 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD . The issue in the case. Marketing management. Nathalie Publication Date: 04/23/1993 Revision Date: 11/29/1993 Product Type: LACC Case Abstract: Colgate-Palmolive Co. A rewritten version of two earlier cases. was in the global pipeline for 2005. Shapiro.P. Marketing organization. turnover problem. Europe. and overreliance on an advertising push to diffuse a new brand. Sales management Length: 21p 590031 Title: Cole National Corp. Nathalie Publication Date: 04/23/1993 Revision Date: 04/20/2006 Product Type: Case (Field) Abstract: Colgate-Palmolive Co.: The Precision Toothbrush Author(s): Quelch. and plastic letters. sells keys.. Quelch Year New: 2007 503S10 Title: Colgate-Palmolive Co. Marketing implementation. The case describes Cole's marketing strategy. Canada. Geographic Setting: Global Industry Setting: Consumer products Number of Employees: 34. Laidler. Sales management Length: 20p 585174 Title: Cole National Corp. (D) Author(s): Shapiro. Marketing strategy. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. provides data on turnover. Burton had to assess the plans from a global perspective. is considering how to position its new technological toothbrush. and a typical salesperson's call patterns. numbers. (591048). Each plan sought to maximize the business potential in the local market. is considering how to position its new 10/30/10 90 technological toothbrush. Geographic Setting: Canada Industry Setting: Soap & detergent industry Company Size: large Subjects: Advertising. Consumer Products Division sales force and provides a strong introduction to sales management. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. Publication Date: 09/15/1989 Product Type: Case (Field) Abstract: The Consumer Products Division of Cole National Corp. Frank V. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. New product marketing. Cespedes 508009 Title: Colgate Max Fresh: Global Brand Roll-Out Author(s): Quelch. poor marketing strategy and implementation in general where research was used to back decisions on how to proceed.S. Sales compensation. J. A rewritten version of a case by B. Marketing strategy. in his third year as president of global oral care at Colgate-Palmolive Company (CP). Worldwide market shares were strong and Colgate Max Fresh (CMF). (5-508-020). John A. market. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods. Product positioning. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods. Marketing organization. Marketing implementation. Product positioning. Precision. and typical sales call patterns. Sales management Length: 13p 575132 Title: Cole National Corp. Benson P. Profitability analysis Length: 25p 593064 Title: Colgate-Palmolive Co. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.P. poor global marketing implementation.. Quelch BESTSELLER IMD071 Title: Colgate-Palmolive: Cleopatra Author(s): Vandermerwe. the need for an integrated marketing strategy to launch a new brand. Shapiro. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods. Marketing organization. Marketing implementation. Profitability analysis Length: 24p Supplementary Materials: Teaching Note. Spanish Version Author(s): Quelch. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (595025). Rewritten version of earlier cases by R. and signs to 56. had every reason to feel optimistic. Marketing implementation.International Institute for Management Development Abstract: Demonstrates the dangers in assuming that a product successful in one market will do well in another. Sandra. Powis. A 1992 ECCH award winner. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. LabattRandle. John A. by John A. Cardozo and B.238 million revenues Event Year Start: 2004 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Supplementary Materials: Teaching Note.000 retailers who then sell them to consumers. by Frank V. sales organization. Nigel Burton. Sales compensation.N. Consumer goods. by John A. Publication Date: 06/24/1975 Revision Date: 04/08/1976 Product Type: Case (Field) Abstract: Provides data on the Cole National Corp. 9p.: The Precision Toothbrush. as management sees it. A rewritten version of a case by B. John A. 11p. Brand management. Frank V. Precision. Laidler. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. New product marketing. (D): Field Sales Organization Author(s): Cespedes. pocket knives.

Bell." Now in November 1999. however. though. (A) Author(s): Narayandas. III. Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan. Schreiber. Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006. Geographic Setting: Boston. the management team is evaluating how to best extend this success into other markets and/or strategic initiatives and achieve the growth it has targeted internally and with investors. and feared that if television audiences migrated to VOD. High technology. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. V. more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. Rohm. Jeffrey F. Market selection Length: 4p 507080 Title: Comcast Corp. How could Burke and Roberts convince the networks to team up with Comcast and distribute their content via On Demand free of charge? Or was it time for Comcast to rethink its push for "free" content. (IMD072). in part because of the personal nature of mobile devices. Consumers will be unlikely to bargain with vendors on their own. Technology. connected anytime and anyplace. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Case (Field) Abstract: Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs. In essence. and identify opportunities for new products or services. (A). and has developed that technology into a successful line of products for its first targeted market of "retailtainment. how? Moreover. 4p. Mary Neuner Caravella 501078 Title: Color Kinetics. (501078). High technology. their revenues from selling advertising time would decrease. And most other companies will need to rethink how they obtain information and what they do with it if they want to find new customers and serve them better. Consumer marketing. infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. Kasturi Rangan. With that information. Venture capital Length: 18p Supplementary Materials: Teaching Note. Before companies rush into this new marketing arena. negotiating with customers for information will become costly and complex. Caravella. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . But managers' efforts to capture such information may soon be thwarted. Because individuals can be. Andrew Publication Date: 09/01/2005 Product Type: SMR Article Abstract: The growing popularity of mobile hand-held devices is opening up intriguing new possibilities for what the authors refer to as "brand in the hand" marketing. Software. mobile marketing can be used to collect data through the wireless Internet to determine not only the exact location of a consumer at a given time. Subjects: Business marketing. How does mobile marketing differ from traditional approaches? When should a company pursue a brand in the hand initiative? Does mobile marketing have to be integrated within an overall marketing strategy and. The major broadcast networks. Its innovative e-commerce software provides unique customer relationship management solutions. Inc. Includes color exhibits. by Sandra Vandermerwe NEW 501077 Title: Color Kinetics. 11p. Das. by V. and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80. Market selection Length: 16p Supplementary Materials: Supplement (Field). were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times. Sales management. Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel. Strategic planning. (B) Author(s): Narayandas. Inc. As a result. The authors believe that 10/30/10 91 consumers are going to take ownership of information about themselves and start demanding value in exchange for it. Rayport. High technology. Inc. Das. Must be used with: (501077) Color Kinetics. however.: Enterprise E-Commerce Author(s): Rangan. Author(s): Elberse.000 Gross Revenues: $25 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2007 505016 Title: Comergent Technologies Inc. Subjects: Consumer behavior. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively. but it has to convince customers to adopt its solution.Marketing Length: 24p Supplementary Materials: Teaching Note. if so. how should companies address privacy issues? These are of particular concern. 11p. and often are. John. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing. they need to understand some fundamental issues. Marketing strategy. tailor their offerings to individual needs. Technological change. Fareena. but also why that individual might be there. this venture capital start-up has to come up with a marketing plan to break even and grow. Kasturi. Caravella. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 Customer Service Department • 60 Harvard Way • Boston. Anita. by Das Narayandas. MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing. (507087). improve customer satisfaction. Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession. Information technology.

real-time virtual communication. Specialties and the Great In-Between Author(s): Shapiro. Advertising media. Internet. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Quelch 577106 Title: Compactor (A) Author(s): Abell. Subjects: Commodity markets. Strategic planning Length: 28p Supplementary Materials: Teaching Note. by Derek F. Personal selling. Assumes that students have previously read Consumer Analysis. communications intensity. Marketing strategy. World Wide Web Length: 3p List Price: $4. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. Subjects: Internet. Jennifer Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The videoconferencing industry has seen a 40% to 50% spike in videoconferencing reservations since September 11. means and media. alternative communications. Product introduction. and their attempts to estimate potential demand. economics of communications decisions. Marketing management. 14p. Sales promotions Length: 12p Supplementary Materials: Teaching Note. twodimensional gradients between commodities and specialties. Technology." the compactor. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. and Note on Marketing Arithmetic and Related Marketing Terms. Technology Length: 2p List Price: $4. Management communication.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus. message delineation. (585021). Designed for sales. Industry Setting: Advertising industry Subjects: Advertising. The response was overwhelming: forget the flashy features and focus on your customers. Benson P. Publication Date: 08/23/1998 Product Type: Note Abstract: Describes how to manage the pricing process so that your product or service does not become a commodity. and general managers responsible for price making and related activities.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland. Knowledge management. Personal selling. Focuses on: Target selection. Forecasting. Derek F. Advertising media. alternative communications. and Note on Marketing Arithmetic and Related Marketing Terms. Provides a new way to improve the profit margins of commodities. Market Analysis. Pricing strategy. means and media.50 999005 Title: Commodities. the answer really lies in whether companies are willing to invest the necessary time and effort to learn the ins and outs of this communication tool. Publication Date: 11/01/1975 Revision Date: 09/22/1992 Product Type: LACC Note Abstract: Introductory note on communications policy for use in first year marketing. Stephen H. Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. Spanish Version Author(s): Star. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases. Subjects: Management communication. communications intensity. knowledge sharing and knowledge management. Technology Length: 1p List Price: $4. years--of hype. and search engines for how the current technological developments can improve communication. by John A." Subjects: Customer relations. Benson P. Is this merely a reaction of travel-wary executives or an indication of a long-term trend of replacing some business travel with videoconferencing? Although technological improvements and falling costs make the latter a possibility. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. and so that you have substantial price latitude. Market research. Subjects: Pricing strategy. Industry Setting: Advertising industry Subjects: Advertising.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. Public relations. and need for consistency in communications programs. Communication. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7. Pricing. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). This article offers practical tips for getting the most out of videoconferencing. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968. Case (A) and (B1) demonstrate the way in which research is used to move progressively from an early test of the concept to the elaboration of a full-scale marketing and investment program. Not a Price Taker! Author(s): Shapiro. (578181). Demand analysis. marketing. Customer retention. message delineation. economics of communications decisions. Market Analysis. Public relations. Assumes that students have previously read Consumer Analysis. Sales strategy Length: 3p C0008A Title: Communicating with Your Customers on the Web Publication Date: 08/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: We asked Web site design experts for ways to improve business Web sites. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. Focuses on: Target selection. Communication.50 504S11 Title: Communications Policy. and need for consistency in communications programs. Publication Date: 02/01/1977 Revision Date: 06/01/1977 Product Type: Case (Field) Abstract: Provides information on a variety of further research studies up to the introduction of test marketing. Marketing planning. Abell 577109 Title: Compactor (B1) Author(s): Abell. Publication Date: 11/01/1975 10/30/10 92 Revision Date: 09/22/1992 Product Type: Note Abstract: Introductory note on communications policy for use in first year marketing. Stephen H. some communication technologies are beginning to add value to the bottom line. Derek F. Technology expert Eric Marcus examines the future of the Internet. Market selection. 9p.

and retailers had collaborated on the product design. manufacturers. Product development.. Corporate strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 95A011 Title: Compaq Computer Corp. and health clubs. Similarly. (599500). for example. Compaq management must decide how to respond to the changing market and competitive environment. David E. ING Direct. Miller.. A launch is scheduled for nine months later. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2005 599503 Title: Compaq Computer: Focus Groups 1 and 2. which may have been instituted to offset the costs of undesirable customer behavior. DVD Abstract: Presents actual video footage of focus groups for market research on notebook computers. which has been approved by the executive committee. selection method. and the message you can get from talking to the customer. Tactics like these generate bad publicity and fuel customer defections. Geographic Setting: Global Industry Setting: Computer industry Company Size: large Subjects: Computer industry. Marketing management. now the fourth-largest thrift bank in the United States. (895A11). Shows students the way groups interact. Retailing Length: 10p 599500 Title: Compaq Computer: Focus Groups 1 and 2. Retail industry Subjects: Computer industry. and no minimums. Market research. 49 min. Market research. Industry Setting: Computer industry. 49 min. Retailing Length: 4p Supplementary Materials: Case Video. Mark. and methodology in detail. Over time. Case Video. Market research. Retail industry Subjects: Computer industry. bleed them with fees. companies have no incentive to help customers avoid them. Neil Publication Date: 12/12/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Describes the evaluation of Compaq's marketing strategy in the personal computer industry from its founding in 1982 to 1995. Strategic planning. In industries where squeezing value from customers is commonplace. Video (DVD). David E. when a rival comes along with a friendlier alternative. (599500) Compaq Computer: Focus Groups 1 and 2. Must be used with the video. how they are conducted. Most firms that profit from customers' confusion are on a slippery slope. Marketing planning. like bouncing checks. Virgin Mobile USA. Video Transcript. both results and methodology. Engineers. Youngme Publication Date: 06/01/2007 Product Type: Harvard Business Review Article Abstract: Why do companies bind customers with contracts. (599122) Compaq Computer: Focus Groups 1 and 2. how they are conducted. The market environment and the strategies of key competitors and Intel are discussed. Adrian B. Industry Setting: Computer industry. Test markets Length: 20p Supplementary Materials: Teaching Note. penalties and fees. Not surprisingly. Abell R0706E Title: Companies and the Customers Who Hate Them Author(s): McGovern. who often make bad purchasing decisions. Adversarial value-extracting strategies are common in such industries as cell phone service. Does the focus group support the decision? Is it reliable? Any changes mean going against conventional wisdom and possible failure in a new market. Ann 10/30/10 93 Publication Date: 04/14/1999 Revision Date: 08/11/2000 Product Type: Supplement (Field) Abstract: Gives the final report. Gail. Ann Publication Date: 04/14/1999 Revision Date: 09/20/1999 Product Type: Case (Field) Abstract: Presents the background for a video of a focus group on Compaq Computer's new consumer notebook. of the focus group on Compaq Computer's new consumer notebook. companies that dismantle these harmful practices and design a transparent. Market research. Marketing management. offers accounts with no fees. and the message you can get from talking to the customer.Marketing Gross Revenues: $7. High technology. Must be used with: (599092) Compaq Computer: Focus Groups. (599503). 8p. DVD. turn out to be very profitable.. has lured millions of angry cell phone customers away from the incumbents by offering a straightforward plan with no hidden fees. Technology Length: 27p Supplementary Materials: Teaching Note. can be highly profitable.3 billion sales Event Year End: 1969 Subjects: Appliances. Video (DVD) Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video. Retail industry Subjects: Computer industry. may have been designed to serve various segments. no tiered interest rates. no time-of-day restrictions. High technology. Should Compaq base its product design on the opinions of 64 people? Must be used with the video. by Compaq Computer. Industry Setting: Computer industry. Shows students the way groups interact. Strategic planning. Leamon. Leamon. Describes the groups. Marketing strategy. 14p. Marketing management. retail banking. by Compaq Computer 599092 Title: Compaq Computer: Focus Groups Author(s): Bell. and no contracts. Marketing management. value-creating offer can head off customer retaliation and spur rapid growth. Overly complex product and pricing options. by Adrian B. creating opportunities for competitors. Industry Setting: Computer industry. High technology. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . for example. Product development. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. and baffle them with fine print? Because bewildered customers. (578181). Vandenbosch. But in fact they take advantage of how difficult it is for customers to predict their needs (such as how many cell phone minutes they'll use each month) and make it hard for them to choose the right product.--1995 Author(s): Ryans. Retailing Length: 49 min Customer Service Department • 60 Harvard Way • Boston. by Derek F. their customer-centric strategies for delivering value have evolved into company-centric strategies for extracting it. Video. Video Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video Abstract: Presents actual video footage of focus groups for market research on notebook computers. customers defect. As a result. Product introduction. Moon. Ryans 599053 Title: Compaq Computer: Consumer Notebook Group Author(s): Bell. Product development. Must be used with: (599092) Compaq Computer: Focus Groups.

High technology. of 1) the product and the user. Computer industry. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. (2602BC) Branding: Differentiation that Customers Value. Big World. Video. Retail industry Subjects: Computer industry. When such disruptions occur. Students must evaluate the reliability of the research and decide which of three products to produce.000 Gross Revenues: $32 billion revenues Subjects: Brands. (2629BC) Pricing It Right: Strategies. Spanish Version Author(s): Bell.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. This chapter introduces direction and provides the tools for conducting such research. If the low-priced. Anirudh Publication Date: 05/27/1993 Revision Date: 07/05/1994 Product Type: Note Abstract: Some product changes are accompanied by significant disruptions in the established complementarities. If not. Applications.. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. Francesca. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Stephen H. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32.95 Year New: 2006 593120 Title: Complementarity. not just their products. and Product Change: Breaking with the Past?. Market research. (2610BC) The Right Customers: Acquisition. New Challenge. (2645BC) Interactive Marketing: New Channel.000 Gross Revenues: $32 billion revenues Subjects: Brands. with verbatim customer comments and critiques of a new product design that Compaq is developing. Teaching Purpose: Introduces students to different types of market research. Students must evaluate the reliability of the research and decide which of three products to produce. (2653BC) Marketing Across Borders: It's a Big. Marketing management. non-Intel notebook is a success.Marketing List Price: $150. and Development. Consistency. (2637BC) Integrated Marketing Communications: Creativity. non-Intel notebook is a success. the company will maintain or increase its 45% share of the market. Noel Publication Date: 02/03/1978 Product Type: Note Abstract: Compares and contrasts the approaches of the Boston Consulting Group (BCG) and the profit impact of market strategy project (PIMS) to strategic marketing planning. 2) the product and other products with which it is typically used. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Publication Date: 01/26/1976 Product Type: Note Abstract: Highlights the need to track and predict competitive behavior and 10/30/10 suggests some ways of doing so. Computer industry. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. Marketing strategy. (2599BC) Developing New Products and Services: The Marketer's Role. Leamon. High technology. Marketing strategy.. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. and Positioning. David E. (2564BC) Creating a Marketing Plan: An Overview. David Publication Date: 12/01/2004 Product Type: Harvard Business Review Article Abstract: Professors Francesca Golfetto and David Mazursky describe how a group of Italian yarn makers market their expertise. and 3) the product and databases that are created and repeatedly modified with its help. Product development. Profitability analysis. Leamon. or interrelationships. David E. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. Helps them determine how to evaluate the results from an operational point of view. It concludes with Michael Porter's "five forces" that shape positioning strategy. Mazursky. Points up the differences between the approaches and casts a critical eye upon them. it could cease to be a player in the market it has created and filled. Subjects: Competition. Compatibility. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. If the low-priced. and Pitfalls. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Retention. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. Targeting. Market research. Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: Case (Field) Abstract: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. (2580BC) Market Customization: Market Segmentation. Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: LACC Case Abstract: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. Market research. the company will maintain or increase its 45% share of the market. Industry Setting: Computer industry. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. Marketing planning Length: 2p 94 2572BC Title: Competitive Analysis: Understand Your Opponents Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Effective marketing must involve a thorough analysis of the overall competitive arena and the competitors that battle within it. A Conceptual Framework Author(s): Dhebar. Industry Setting: Consulting Subjects: Consulting. and Effective Resource Allocation. High technology. it could cease to be a player in the market it has created and filled. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. the more significant the Customer Service Department • 60 Harvard Way • Boston. the new version of the product makes a "break with the past" in at least some limited way. If not.

Subjects: Marketing management. any benefits the consumer might realize from the product change. and the supplier's competitive position. Retailing. The architecture solution must consider not only brand meanings and associations.S. as the market for computer products matures. by Robert J. This chapter shows you how to develop a cultural brief--the cultural analogue to a positioning statement. The tobreak-or-not-to-break decision depends critically on the break's impact on a consumer's investment in the integrated user-product-other products-database system.95 Year New: 2007 585123 Title: Comprehensive Accounting Corp. 18p. Advertising strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 35p List Price: $6. Susan. he Customer Service Department • 60 Harvard Way • Boston. providing insight into the meanings of each of the sub-brands in key stakeholders' minds. has to decide whether or not to start a personal computer department. Product planning & policy Length: 16p 4852BC Title: Composing the Cultural Brief: Developing Your Cultural Branding Strategy Author(s): Holt. May be used with: (501007) Renaming Computer Power Group. and the important reasons for making the break. Hirotaka Publication Date: 12/07/1981 Revision Date: 10/29/1985 Product Type: Case (Field) Abstract: Will Lunden. Lovelock M264 Title: Computer Attic Author(s): Beech. the distribution channel is in a state of rapid flux. Marketing implementation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Dolan 500060 Title: Computer Power Group: Designing Brand Architecture Author(s): Fournier. Thomas V.: Selling Intelligent Terminals Author(s): Bonoma. the dynamics of the different components of the system. Marketing organization. Business services. Now. an Australian-based consulting. Hilary. Personal selling Length: 20p Supplementary Materials: Teaching Note. their business has evolved from a barebones mail-order software operation to a local chain of highly respected computer stores. by John A. Should the company focus its efforts on high-margin corporate sales. education. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Conventionally. (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies. (590110).. and maintenance of product quality. Organizational structure. Sales promotions. 14p.Marketing break. In the process of making his decision.--1982 Author(s): Lovelock. where value-added in terms of service. Management is convinced that portable computers will be a strong growth area 10/30/10 95 in the 1980s and suspects an implementation problem. Christopher H. the owners of Computer Attic face a difficult decision. Brand equity. Wojnicki. Quelch. the size of the installed base. A shift in customer buying patterns is fueling the growth of a whole new retail and mass merchandizing channel for computer products. Publication Date: 12/03/1984 Revision Date: 05/09/1988 Product Type: Case (Field) Abstract: A franchised accounting and bookkeeping service seeks to sharply increase the number of franchisees and clients. Cumbaa. Extensive consumer research is conducted to inform the branding initiative. Andrea Publication Date: 04/20/2000 Revision Date: 11/14/2000 Product Type: Case (Field) Abstract: Computer Power Group (CPG). a buyer for Macy's. Lattin. As new superstores open in the area. Important considerations include the creation of master franchisees with responsibility for franchise recruitment and management in local areas. A pending merger with U. national advertising and recruiting efforts. and support still commands a premium? Or should the company develop a stronger presence in the retail segment and consider opening a superstore? Geographic Setting: California Industry Setting: Retail industry Gross Revenues: $20 million revenues Subjects: Computer systems. express that emotion. the likely impact on the consumer's productadoption decision. franchisor-franchisee relations. but market performance and brand stewardship concerns as well. training. Software Length: 26p 581146 Title: Computer Devices. A videotape (9-885-506) is available for use with this case. A sales "blitz" designed to increase sales of CDI's new 1206 portable computer fails. Computer Attic needs to formulate a response. Sales management Length: 17p Supplementary Materials: Teaching Note. Franchising. (585121). Sales strategy.-based Interim Technology further complicates the task. the higher may be the consumer's cost of switching from an older version of the product to the new version. Geographic Setting: United States Industry Setting: Accounting services industry Company Size: small Gross Revenues: $28 million sales Subjects: Accounting procedures. show the product in use in this way--in favor of prescribing what kind of story the brand should tell to address a particular cultural contradiction of the day. Geographic Setting: Australia Industry Setting: IT industry. the positioning statement is the heart of brand strategy. Inc. CEO Peter James is particularly curious about whether a corporate brand is needed to unify the businesses. James Publication Date: 01/01/1992 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1991. Brand management. In less than a decade. but a cultural branding strategy requires abandoning typical branding directives--sell this benefit. Business services. is contemplating a brand architecture capable of structuring its eight branded business units. Product lines. Douglas B.900 Gross Revenues: $85 million Australian revenues Subjects: Australia. This note reviews the different ways in which a break might be instituted. Charles Publication Date: 04/01/1981 Revision Date: 11/01/1984 Product Type: Case (Field) Abstract: Designed for use in the marketing programs section of a course on marketing implementation. Raises issues of salesforce and sales management adequacy for the introduction of a new product line requiring systems selling. New product marketing. Training industry. Product portfolio management Length: 24p 582079 Title: Computer Retailing at Macy's California Author(s): Takeuchi. Christopher H. and staffing placement firm in the IT industry. Staffing Number of Employees: 1. Geographic Setting: United States Industry Setting: Personal computer industry Gross Revenues: $20 million sales Subjects: Industrial markets.

by E. Geographic Setting: San Francisco. (585156). Japan Length: 22p Supplementary Materials: Supplement (Field). by Rowland T. Dolan 582052 Title: Concept Devices. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. The user can accomplish these things for less than $5. Customer relations.. and evaluate representatives. Masel. G. Based on an IMEDE case by R. Industrial markets. (587090).000 in hardware and software. Must be used with: (585155) Computervision-Japan (A). Representatives and district managers can then use these "template" disks by filling in the appropriate figures.. Must be used with: (585155) Computervision-Japan (A).--1978 Author(s): Shapiro. Japan Length: 1p Supplementary Materials: Teaching Note. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Teaching Note. (587090). 2p. Pricing strategy. A rewritten version of an earlier case. manage assets more effectively. Japan Length: 23p 585156 Title: Computervision-Japan (B) Author(s): Moriarty. Computer industry. Industrial markets. Teaching Note. David Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Microcomputers can help sales managers decide the right number of calls. Inc. 29p.. must select a price for a new computer for his largest customer. Industrial markets. Subjects: Sales management.. Industrial markets. The company has been courted seriously by potential partners in France and the United Kingdom. Randy Publication Date: 10/01/1981 Revision Date: 06/01/1982 Product Type: Case (Field) Abstract: Concept is a highly touted startup venture in distributed data processing computers. Moriarty Jr. by Rowland T. Distribution channels. Several distribution alternatives (including going direct) are presented. Gordon Swartz 96 597063 Title: Computron. Rowland T.: International Market Entry Author(s): Bonoma. CA Industry Setting: Retail industry Gross Revenues: $550 million sales Subjects: Department stores. Distribution channels. Product planning & policy Length: 4p Supplementary Materials: Teaching Note. Moriarty Jr. Distribution channels. 2) which brands to carry. Managers can construct planning models quickly using electronic spreadsheets and can save or duplicate the models on disks. Rowland T. Thomas Zimmermann. Industrial markets. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Gross Revenues: $44 million sales Subjects: Bids. Sorenson. John A. Europe. The distributor wants a joint venture with Computervision before expanding. (2006) Author(s): Quelch. Distribution planning. Geographic Setting: Japan Industry Setting: CAD CAM Gross Revenues: $350 million revenues Subjects: Automation. 1p. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Subjects: Bids. Inc. Inc. Rowland T. Distribution planning.. European Manager of Computron. Publication Date: 01/07/1997 Revision Date: 08/30/2007 Product Type: Case (Gen Exp) Abstract: In July 1996. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Computer industry. Publication Date: 02/19/1985 Revision Date: 08/30/1985 Product Type: Supplement (Field) Abstract: Presents sales data for 1983 and 1984. Thomas V.. Industrial markets.. (585157). Gordon Swartz 591097 Title: Computervision-Japan (A) (Abridged) Author(s): Moriarty. Software Length: 10p 585155 Title: Computervision-Japan (A) Author(s): Moriarty. 29p. Geographic Setting: Japan Industry Setting: CAD CAM Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Automation. Distribution channels. Rowland T. Computer industry. but has an order backlog for its unique product and expects an almost vertical growth curve. Europe. Publication Date: 04/03/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Moriarty Jr. by Rowland T. Thomas Zimmermann. (587090).Marketing has to analyze 1) which customer segments to target. Customer relations. by Rowland T. Jr. High technology products. Market segmentation. and Computervision Japan. Publication Date: 02/19/1985 Revision Date: 04/30/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off.. and 3) how to organize the department. Distribution planning. The company has only made one sale to date. Publication Date: 09/01/1978 Revision Date: 07/15/1991 Product Type: Case (Gen Exp) Abstract: In July 1978 Mr.use 597-063. Retailing Length: 16p 83211 Title: Computerized Sales Management Author(s): Hughes. improve the contribution of an account. by Robert J. European Manager of Computron. Customer Service Department • 60 Harvard Way • Boston. Gordon Swartz 585157 Title: Computervision-Japan (C) Author(s): Moriarty. Supplement (Field). Distribution planning. (585114). He also has to analyze other retailers' competitive strength. 29p. Benson P. Franchising. Jr. reduce selling costs. Japan Length: 2p Supplementary Materials: Teaching Note. Product planning & policy Length: 5p 579031 Title: Computron. Computer industry.. Computer industry. Mr. teach timemanagement skills. (583106).. by Rowland T. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 12p. 10/30/10 Moriarty Jr. must select a price for a new computer for his largest customer. Raymond Corey. Jr. Publication Date: 02/19/1985 Revision Date: 06/20/1986 Product Type: Supplement (Field) Abstract: Outlines the elements of a temporary sales agreement between Tokyo Electron Ltd. Jr. 4p. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. New product marketing. Moriarty Jr. The distribution alternatives (including going direct) are presented. Pricing strategy. Withdrawn 01/22/97 -.Z. Computer industry. Management wishes to decide how best to set up distribution in Europe.

Franchising.H. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Subjects: Market analysis. and provides specific examples of how different companies address these issues as they move toward interdependence. Robert J. Discusses limitations of these techniques and sets out the situations for which they are appropriate. Project management. Marketing strategy. Statistical analysis Length: 7p 503S73 Title: Conjoint Analysis: A Manager's Guide. Bonoma 590063 Title: Concept Testing Author(s): Dolan. Performance effectiveness Length: 11p 4448 Title: Concurrent Marketing: Integrating Product. 10p. Discusses the process by which such a study is done and cites areas of application. Subjects: Market analysis. Robert J. Finally it seeks to show the relationship between strategic planning in marketing at the business unit level. Publication Date: 05/08/1990 Product Type: LACC Note Abstract: Presents a non-technical description of the conjoint analysis methodology. Market entry. Subjects: Marketing management. marketing. and customer service.95 582152 Title: Conducting and Interpreting a Marketing Research Study Author(s): Lovelock. Equilibrium. Publication Date: 01/13/1984 Product Type: Note Abstract: Describes major issues regarding the strategic marketing management course module on concepts and tools for strategic planning. Publication Date: 11/21/1989 Revision Date: 03/23/1992 Product Type: Note Abstract: Describes concept testing products. Sales. Christopher H. and suggests some sources of specialized information for future reference. Subjects: Market research. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. Marketing organization. Polls & surveys. Presents an overview of marketing strategy formulation and suggests a model for approaching the analysis of marketing strategy problems. examines issues that can impede effective integration of the three groups. Market research. Publication Date: 05/08/1990 Product Type: Note Abstract: Presents a non-technical description of the conjoint analysis methodology. (583134). May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Customer service. Spanish Version Author(s): Dolan. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Product development Length: 6p 584079 Title: Concepts and Tools for Strategic Market Planning: A Course Note Author(s): Cady. Marketing mixes. Discusses the process by which such a study is done and cites areas of application. E. Product introduction Length: 14p BESTSELLER 4458BC Title: Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking Author(s): Zaltman. Shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts. Strategy formulation Length: 12p 582060 Title: Concept of the Marketing Mix Author(s): Shapiro. Interdepartmental relations. Marketing management. Product introduction Length: 9p 582123 Title: Concept of Marketing Strategy Author(s): Corey. and Service (Hardcover) Author(s): Cespedes. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and the Interplay of Elements Affect Consumer Thinking. Data processing. Publication Date: 08/09/1995 Product Type: HBS Press Book Abstract: Examines certain "key interfaces" that exist between sales. Marketing organization. Marketing strategy. and business strategy formulation at both the business unit and corporate levels. Frank V. Sales strategy Length: 336p List Price: $29. Editorial revision of Note on Concept of the Marketing Mix by N. (4454BC) Balance: How Justice. and interpretation of test procedures. Jr. execution. Market research. Publication Date: 06/18/1982 Product Type: Note Abstract: Sketches the steps typically involved in developing a research project and interpreting the findings. Gerald. International marketing. comments 10/30/10 97 very briefly on some key issues in marketing research. Zaltman. Marketing mixes. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Humans have a basic need for affiliation. Subjects: Distribution channels. Market research. Product life cycle. Benson P. Borden. Distribution planning. Europe. France Industry Setting: Computer industry Company Size: start-up Subjects: Computer systems. Robert J. Publication Date: 11/01/1981 Product Type: Note Abstract: Provides an approach to the problem of determining the make-up of a specific marketing program. (4456BC) Journey: How the Customer Service Department • 60 Harvard Way • Boston. Product introduction Length: 17p 590059 Title: Conjoint Analysis: A Manager's Guide Author(s): Dolan. John F. Subjects: Consumer marketing. Subjects: Advertising campaigns. by Thomas V. Subjects: Strategic market planning Length: 4p 578118 Title: Conceptual Framework for the Study of the Channel of Distribution Author(s): Takeuchi. Presents guidelines for effective design. Strategic market planning. Hirotaka Publication Date: 12/09/1977 Product Type: Note Abstract: An overview of academic research in the channel of distribution area to supplement learning process gained through the case method. Subjects: Market analysis. Sales management.Marketing Geographic Setting: United States. Marketing implementation Length: 18p Supplementary Materials: Teaching Note. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. Corporate strategy. Raymond Publication Date: 03/15/1982 Revision Date: 12/15/1987 Product Type: Note Abstract: Prepared as a background reading for students in courses in marketing management. Models.

firms like Flynn Fuller must sell themselves again to GloBank. Customer Service Department • 60 Harvard Way • Boston. firms like Flynn Fuller must sell themselves again to GloBank. it's a defense of Flynn Fuller's continuing added value. Jeff Patterson's firm. rather. rather. William P. Maloney has been examining GloBank's bottom line. Flynn Fuller Consulting. Jeff will have just one hour to try to sway Maloney. Van Berkel. H. looking for places to cut. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The new CEO wants to slash GloBank's extensive use of consultants. Jeff will have just one hour to try to sway Maloney. which means that division presidents like Bill must justify major consulting projects. Vulnerability. rather. Brought in to restore profitability. (4457BC) Container: How Inclusion. Market segmentation. Van Berkel. Geographic Setting: New York. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6.95 Year New: 2007 554006 Title: Consolidated Drugs. Jeff Patterson's firm. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. has worked on projects for financial services giant GloBank. Emphasizes the importance for marketing managers of understanding what consumer needs are.. Bill Holland. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. how consumers make decisions and what their buying and usage behavior is like. HBR Case Discussions. Frank Maloney III. Performance appraisal. but he hears as many approaches as there are people in the room. Jeff Patterson's firm. Klein. Flynn Fuller Consulting. Bill Holland. Jeff pulls together a team to make the case. has worked on projects for financial services giant GloBank.C. which means that division presidents like Bill must justify major consulting projects. Now Jeff's contact. H. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). looking for places to cut. Frank Maloney III. He must decide how to reallocate the territories. Robert. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Jeff will have just one hour to try to sway Maloney. Brought in to restore profitability. and Well-Being Affects Consumer Thinking. it's a defense of Flynn Fuller's continuing added value. Bane. John. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Jeff pulls together a team to make the case. Borden NH Jr. Spanish Version Author(s): Deighton.Marketing Meeting of Past. or his client will disappear. Peter. Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). Stone. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 10/30/10 98 (HBR Case Study) Author(s): Buday. Thomas J. Stone. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Tom. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Management of change. Present. Worse. Christopher H. Maloney has been examining GloBank's bottom line. Jeff pulls together a team to make the case. Industry Setting: Consulting firms Subjects: Financial services. Flynn Fuller Consulting. Marketing planning. Intended to supplement case materials in an introductory case-oriented marketing course. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). Now Jeff's contact. NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training. Publication Date: 06/01/1954 Product Type: Case (Field) Abstract: A new division sales manager is surprised when one of the salesmen asks to retire early. firms like Flynn Fuller must sell themselves again to GloBank. looking for places to cut. it's a defense of Flynn Fuller's continuing added value. Peter. but he hears as many approaches as there are people in the room. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Bane. Klein.. and Other Boundaries Affect Consumer Thinking. Brought in to restore profitability. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. which means that division presidents like Bill must justify major consulting projects. Pharmaceuticals. or his client will disappear. The new CEO wants to slash GloBank's extensive use of consultants. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. (4460BC) Control: How the Sense of Mastery. Subjects: Consumer behavior. Maloney has been examining GloBank's bottom line. Author(s): Raymond. Now Jeff's contact. Robert. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. Worse. Frank Maloney III. Bill Holland. Tom. has worked on projects for financial services giant GloBank. or his client will disappear. but he hears as many approaches as there are people in the room. Exclusion. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. Industry Setting: Consulting firms Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0302A Title: A Consultant's Comeuppance (HBR Case Study and Commentary) Author(s): Buday. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. and Future Affects Consumer Thinking. Marketing mixes. William P. Sales compensation.. Worse. The new CEO wants to slash GloBank's extensive use of consultants. Inc. H. Fournier.

by Susan Fournier. stages in the buying process.. Market research Length: 2p 596039 Title: Consumer Behavior Exercise (A) Author(s): Deighton. Fournier. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g.. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her buying decision.. Subjects: Consumer behavior. (596041) Consumer Behavior Exercise (C). stages in the buying process. John. Market research Length: 2p 596041 Title: Consumer Behavior Exercise (C) Author(s): Deighton. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. (596044) Consumer Behavior Exercise (F). John. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/utilitarian product or service in depth about his/her buying decision.g. Market research Length: 2p 596040 Title: Consumer Behavior Exercise (B) Author(s): Deighton. 14p. (596042) Consumer Behavior Exercise (D). Spanish Version Author(s): Deighton. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. Fournier. by Susan Fournier. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Subjects: Consumer behavior. product meaning.g. Market research Length: 2p 596042 Title: Consumer Behavior Exercise (D) Author(s): Deighton. (597041). habit versus deliberation). 14p. Spanish Version Author(s): Deighton. Customer Service Department • 60 Harvard Way • Boston. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/utilitarian product or service in depth about his/her buying decision. (596043) Consumer Behavior Exercise (E).. (597041). (596043) Consumer Behavior Exercise (E).g. customer satisfaction. habit versus deliberation). decision-making roles. May be used with: (596039) Consumer Behavior Exercise (A). John Deighton 503S22 Title: Consumer Behavior Exercise (D). habit versus deliberation).. May be used with: (596039) Consumer Behavior Exercise (A). May be used with: (596040) Consumer Behavior Exercise (B).Marketing Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her buying decision. decision-making roles. brand loyalty). Fournier. by Susan Fournier. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. Spanish Version Author(s): Deighton.g.. (596040) Consumer Behavior Exercise (B)..g. May be used with: (596039) Consumer Behavior Exercise (A). The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her buying decision. Subjects: Consumer behavior. 14p. Subjects: Consumer behavior. Fournier. stages in the buying process. by Susan Fournier. decision-making roles. (596041) Consumer Behavior Exercise (C). Fournier. John. (597041). stages in the buying process. Market research Length: 2p Supplementary Materials: Teaching Note. customer satisfaction. decision-making roles. habit versus deliberation). John. decision-making roles. (596044) Consumer Behavior Exercise (F). John. Subjects: Consumer behavior. The exercise provides students 10/30/10 99 with first-hand understanding of important concepts in consumer choice domain (e. Subjects: Consumer behavior. stages in the buying process. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. Subjects: Consumer behavior. (596043) Consumer Behavior Exercise (E). John Deighton 503S20 Title: Consumer Behavior Exercise (B). (596044) Consumer Behavior Exercise (F). habit versus deliberation). 14p. (596043) Consumer Behavior Exercise (E). John. Subjects: Consumer behavior. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Fournier. John. product meaning. habit versus deliberation). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . decision-making roles. Fournier. (596042) Consumer Behavior Exercise (D). Market research Length: 2p Supplementary Materials: Teaching Note. Market research Length: 2p Supplementary Materials: Teaching Note. Market research Length: 2p Supplementary Materials: Teaching Note.g. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. stages in the buying process. John Deighton 503S21 Title: Consumer Behavior Exercise (C).g.. (596042) Consumer Behavior Exercise (D). (596040) Consumer Behavior Exercise (B). (596044) Consumer Behavior Exercise (F). (596041) Consumer Behavior Exercise (C). brand loyalty). (597041).

00 CMR327 Title: Consuming Technology: Why Marketers Sometimes Get It Wrong Author(s): Berthon. and Other Boundaries Affect Consumer Thinking Author(s): Zaltman. Market research Length: 2p Supplementary Materials: Teaching Note. customer satisfaction.g.. marketing.g. Industry Setting: Consumer products Subjects: Consumer goods. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. brand loyalty). May be used with: (596039) Consumer Behavior Exercise (A). this article contends that technology is more than a means to the end of satisfying consumer needs and wants--it is an active force that frequently escapes the control of the marketer. and overconsumption can produce financial distress for individuals. 14p. Drawing on the ideas of the philosophers Heidegger and Popper. (596041) Consumer Behavior Exercise (C).. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. Fournier. Leyland Publication Date: 11/01/2005 Product Type: CMR Article 10/30/10 100 Publisher: California Management Review Abstract: Marketing tends to view technology as a means to meeting customer needs and desires. Pitt. getting the consumer product right the first time. 14p. Gerald. Market research Length: 2p 596044 Title: Consumer Behavior Exercise (F) Author(s): Deighton.. customers. Market research Length: 2p Supplementary Materials: Teaching Note. Pierre R. brand loyalty). HBR paperbacks are regularly revised with recent articles. Explores the ways in which technologies. customer satisfaction. James. by Susan Fournier. Underconsumption depresses the economy. Exclusion. (596043) Consumer Behavior Exercise (E). Spanish Version Author(s): Deighton. Mac Hulbert. Marketing strategy Length: 176p List Price: $35. and society interact and suggests how firms might adopt different strategies toward technology to take advantage of these emergent interactions. (596040) Consumer Behavior Exercise (B). by Susan Fournier. John. John. product meaning. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: While consumption is an individual. consumers may increasingly choose to consume those products and services they consider to be healthy and environmentally sound or otherwise socially valuable. Fournier. (596042) Consumer Behavior Exercise (D). Zaltman. Fournier. private act. Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2006 7853BC Title: Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics Author(s): Quelch. (597041). Fournier. building brands.g. Consumer marketing. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. the authors reflect on the entanglements between consumption. (596044) Consumer Behavior Exercise (F). (597041). Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Market research Length: 2p 596043 Title: Consumer Behavior Exercise (E) Author(s): Deighton. firms. John. customer satisfaction. and politics. In the democracy of the marketplace. Subjects: Consumer behavior. John. product meaning. Subjects: Consumer behavior. Jocz. In this way. Subjects: Consumer behavior. consumption becomes a matter of political debate. it affects the national wealth and international trade. brand loyalty).. John A. product meaning. John Deighton 503S24 Title: Consumer Behavior Exercise (F). Subjects: Consumer behavior. brand loyalty). and retailing tactics. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. In this chapter. (596040) Consumer Behavior Exercise (B). product meaning.g. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Containers serve two basic functions: they keep things in and they Customer Service Department • 60 Harvard Way • Boston. (596042) Consumer Behavior Exercise (D). The current edition includes selections on the fundamental changes in consumer markets. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. This view has led some marketers to focus perhaps too exclusively on the customer to the detriment of a deep understanding of technology and its interaction with society. (596041) Consumer Behavior Exercise (C). Marketing management.Marketing John Deighton 503S23 Title: Consumer Behavior Exercise (E). Spanish Version Author(s): Deighton.. John Deighton 2836 Title: Consumer Marketing Strategies (Paperback) Author(s): HBR Publication Date: 12/01/1989 Product Type: HBS Press Book Abstract: This paperback collection of over 20 Harvard Business Review articles shows how savvy marketers are responding to the new rules of the consumer marketing game. customer satisfaction. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her ownership and usage experiences. May be used with: (596039) Consumer Behavior Exercise (A).95 4457BC Title: Container: How Inclusion. or overuse and damage of natural resources and the environment.

Paul F. Microsoft. Delta. Vulnerability. and Well-Being Affects Consumer Thinking. and so on).. Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: The painful truth is that the Internet has been a letdown for most companies--largely because the dominant model for Internet commerce. on its own. Equilibrium. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. information technology). (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. These activities take time and the coordination of multiple parts of the organization (marketing. such as one-to-one targeting and the broadcasting of 30-second television spots. In addition. Procter & Gamble. the authors say." such as smart cards. it requires a significant upfront investment.95 Year New: 2007 R00608 Title: Contextual Marketing: The Real Business of the Internet Author(s): Kenny.Marketing keep things out. This chapter looks at some of the many instances in which the container. those systems have often produced disappointing results because their use was not well integrated with corporate strategy. Honda. as a deep metaphor. The market learning processes in these firms are distinguished by: open-minded inquiry based on the belief that all decisions are made from the market back. Jeffrey Publication Date: 01/01/2007 Product Type: SMR Article Abstract: For several years now. Marketing strategy. New economy. broadcast media is ineffective and expensive. David. sales. Customer Service Department • 60 Harvard Way • Boston. 10/30/10 Citibank. While the "market of one" approach can pay off. and Well-Being Affects Consumer Thinking Author(s): Zaltman. The strategies are liberally illustrated with examples from Nike. mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information. Marketing management Length: 23p 4460BC Title: Control: How the Sense of Mastery. Nokia. Consumer marketing. and the Interplay of Elements Affect Consumer Thinking. Present. Sony. But broad-based. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Acquiring mastery over matters that affect us is a powerful motivation. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. Merrihue. The author's research on trends in marketing spending and consumer attitudes about advertising reveals four strategies available to companies that want to reach broad groups of people without breaking their marketing budget. and bar code scanners. the destination Web site. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 101 CMR049 Title: Continuous Learning About Markets Author(s): Day. and even cars. The authors describe how the ubiquitous Internet will hasten the demise of the destination Web site--and open up scads of opportunities to reach customers through marketing "mobilemediaries. filtering. Subjects: Market analysis. Vulnerability. George S. bus stations. companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Marshall. as access moves beyond the PC to shopping malls. Fortunately. Publication Date: 07/01/1994 Product Type: CMR Article Publisher: California Management Review Abstract: Market-driven firms stand out in their ability to continuously anticipate market opportunities and respond before their competitors. Direct marketing. Equilibrium. Technological change. and McDonald's. widespread information distribution that ensures that relevant facts are available when needed. pick up the phone. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. (4456BC) Journey: How the Meeting of Past. micro-marketing strategy. and the extent to which we do or do not have that mastery greatly affects our sense of well-being. Market research. (4454BC) Balance: How Justice. offers. Subjects: Brand management. Also. is too narrow. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. UBS. Nextel. (4454BC) Balance: How Justice. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. World Wide Web Length: 7p BESTSELLER SMR236 Title: The Continuing Power of Mass Advertising Author(s): Nunes. Zaltman. billing. Gerald. including: implementing customer relationship management software applications. Most consumer product companies don't provide enough value or dynamic information to induce customers to make the repeat visits--and disclose the detailed information--that make such sites profitable. and personalizing interactions (e-mail. and an accessible memory of what has been learned. mastery of all the steps in the learning process is rare. and cleaning customer data. This chapter looks at control as a powerful lens through which consumers view the world. and Future Affects Consumer Thinking. airports. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge. Companies still need to reach broad groups of people with messages that are not dependent on an individual's decision to open an envelope (whether virtual or physical). May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . e-wallets. However. (4460BC) Control: How the Sense of Mastery. affects consumers' thinking and behavior. there are alternative solutions. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. among others." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible. Companies have to become what the authors call "contextual marketers. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. say the authors. or click on a box. enhancing. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. John F. which can be daunting for companies trying to react quickly to a changing environment. Instead of trying to create destinations that people will come to. customer service. Most firms suffer disabilities at one or more stages. marketers have been urged to embrace one-to-one marketing and to offer microsegmented consumers customized products and services through targeted outreach. retail stores. and the Interplay of Elements Affect Consumer Thinking. doesn't suit the needs of those companies or their customers.

Marketing management. from recruitment to termination. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. 13p. Sales management Length: 10p 590111 Title: Cooper Pharmaceuticals. Inc. Geographic Setting: Midwestern United States Industry Setting: Industrial goods. change their image. Marketing implementation. is asked to resign. how much money to spend. He turns to a major crossindustry study of industrial advertising policies for guidance.95 Year New: 2007 BH118 Title: Controlled Infection! Spreading the Brand Message Through Viral Marketing Author(s): Dobele. etc. His two vice presidents (of quality and marketing) have presented very different proposals. (577074). Coolidge Bank has to decide its strategy. But an examination of successful viral marketing cases reveals a number of strategies underpinning this chaotic phenomenon. old products. Beverland. Brands. Marsh has had an uneven career with Cooper Pharmaceuticals. Pharmaceuticals. Restaurants Length: 17p 599113 Title: The Coop: Market Research Author(s): Bolton. Christopher H. Subjects: NO SUBJECTS(KEYWORDS) Length: 22p List Price: $6. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: Case (Field) Abstract: Traces the 12-year career of a pharmaceutical salesperson. Product management Length: 24p 576173 Title: Coolidge Bank and Trust Co. The product mix includes new products. Marketing strategy Length: 7p Year New: 2005 583045 Title: Convection Corp. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58. by Christopher H. Marketing organization. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: LACC Case Abstract: Traces the 12-year career of a pharmaceutical salesperson. David. the process is portrayed as a random. CEO of The Chicken Coop. ground-up phenomenon over which marketers have little control. encourages ease of use and visibility.9 million revenues Subjects: Fast food industry. Models. Mr. Mr. Publication Date: 02/01/1976 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Coolidge Bank is a young and innovative commercial bank in the Boston area. Marketing strategy. must decide whether to invest in market research. and Future Affects Consumer Thinking. A rewritten version of an earlier case by D. sample advertising. Moon. Subjects: Brand management. how much money to spend. and CPI's vice president of sales is asked to investigate the matter and to decide what. Inc. Toleman. after a probationary period. and which programs to fund. With a substantial number of thrift banks offering NOW accounts and the concept starting to grow among commercial banks in Massachusetts. Market research. and which programs to fund. Bob Marsh. low share. Market research. and Other Boundaries Affect Consumer Thinking. Ruth. from recruitment to termination. machinery & equipment industries Gross Revenues: $2 billion sales Subjects: Advertising. Lilien G Publication Date: 10/21/1982 Revision Date: 09/11/1986 Product Type: Case (Field) Abstract: Paul Warren supervises four product managers for heavy industrial products.. Bob Marsh. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58. Frank V. (CPI) and. Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: LACC Case Abstract: Daryl Buckmeister. Angela. fun. which are interest-bearing checking accounts that may be legally offered by both thrift banks (savings and loans. Inc. Spanish Version Author(s): Cespedes. a number of Marsh's former customers complain vigorously. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Spanish Version Author(s): Bolton. Often. etc.Marketing (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Sales promotions Length: 20p Supplementary Materials: Teaching Note. Exclusion. and leverages combinations of technology. high share. Market research. Darrel G. Author(s): Lovelock. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets. and federal reserve bank statistics on NOW account activity in Massachusetts. (4457BC) Container: How Inclusion. Successful viral marketing campaigns have an engaging message that involves imagination. and increase adoption rates. and intrigue. (4456BC) Journey: How the Meeting of Past. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: Case (Gen Exp) Abstract: Daryl Buckmeister. Following his termination.. Lovelock 503S34 Title: The Coop: Market Research. Seventeen pages of exhibits include data on Coolidge. His two vice presidents (of quality and marketing) have presented very different proposals. CEO of The Chicken Coop. Michael Publication Date: 03/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Viral marketing uses electronic communications to trigger brand messages throughout a widespread network of buyers. Moon. Marsh has had an uneven career with Customer Service Department • 60 Harvard Way • Boston. Newton. Frank V. Geographic Setting: Massachusetts Industry Setting: Commercial banking Gross Revenues: $127 million assets Subjects: Commercial banking. if anything. Author(s): Cespedes. providing insight into how marketers can use it to position their brands. Warren has the problem of allocating a reduced sales and promotions budget among the product managers. Present.) and commercial banks. to do about it. Pricing strategy. Its president is debating the introduction of NOW accounts. Ruth. (A) Author(s): Clarke. targets credible sources. Restaurants Length: 14p 504S23 Title: Cooper Pharmaceuticals. Product lines. Industrial markets. Policy making. must decide whether to invest in market research. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking.9 million 10/30/10 102 revenues Subjects: Fast food industry.A.

May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. what marketing strategy changes needed to be made? Includes color exhibits. is asked to resign. (8279BC) Core Brand Values: How to Build a Unique Brand. Identity must have a secure place in the hearts and minds of managers. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Packaging. Could Corona overtake Heineken and. Geographic Setting: Mexico. Gustavo A. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. to the marketing decisions you make. 3689. (8281BC) Brand Personality: How to Build a Unique Brand. Despite a much higher sales volume growth rate.S. Marketing organization. Brands. Brands. The organizations that can marshall these strengths will lead the world in the twenty-first century. 2p. Must be used with: (502023) Corona Beer (A). Subjects: Beverages. Herrero 503S01 Title: Corona Beer (A). market.S. personnel management. O'NeilMassaro. A worksheet to guide you through the process is included. Herrero. But economic power derives increasingly from moral. market. the #1 imported beer brand in the U. to the kinds of customers you pursue. if anything.S. and CPI's vice president of sales is asked to investigate the matter and to decide what. market. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. aesthetic. Kirsten J. Apple. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. O'NeilMassaro. (503037). market. Kirsten J. Following his termination.Marketing Cooper Pharmaceuticals. if so. Marketing implementation. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Marketing strategy Length: 24p Supplementary Materials: Supplement (Field). Gustavo A. Communications industry. As Olins observes. Sales management Length: 10p Supplementary Materials: Teaching Note. and how it is directly related to profitability. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by Rohit Deshpande.. and cultural power. Public relations Length: 350p List Price: $60. how it plays a central role in expansion and diversification. Wally Publication Date: 09/09/1992 Product Type: HBS Press Book Customer Service Department • 60 Harvard Way • Boston. Marketing strategy. how it is vital to both effective recruitment and the way people work together inside a company. Pharmaceuticals. Olins demonstrates how identity is crucial to market share. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.S. All other messages coming from the company will be offshoots of this message. BMW. which make up the foundation for every decision your company makes--from the kind of people you hire. Corporate strategy. $29. Brands. Publication Date: 11/18/2002 Revision Date: 03/24/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Brand equity. A rewritten version of an earlier case by D. it is economic power that wins the day. Gustavo A. along with finance. (8280BC) Core Brand Message: How to Build a Unique Brand. Cespedes 8280BC Title: Core Brand Message: How to Build a Unique Brand Author(s): Moser. (591027)." A paperback version is available: Order No. (8282BC) Brand Icons: How to Build a Unique Brand. if so. Brand management. Despite a much higher sales volume growth rate. United States Industry Setting: Beef industry Subjects: Beverages. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.00 3689 Title: Corporate Identity: Making Business Strategy Visible Through Design (Paperback) Author(s): Olins. Rohit. 17p. Rohit. Marketing strategy Length: 26p 503037 Title: Corona Beer (B) 10/30/10 103 Author(s): Deshpande. research and development. a number of Marsh's former customers complain vigorously. the #1 imported beer brand in the U. (CPI) and. Wally Publication Date: 10/15/1990 Product Type: HBS Press Book Abstract: This book is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola. Could Corona overtake Heineken and.95 Year New: 2007 8279BC Title: Core Brand Values: How to Build a Unique Brand Author(s): Moser. Corona still trailed Heineken. Product positioning. to do about it. and other corporate assets. Communications industry Subjects: Advertising. what marketing strategy changes needed to be made? Geographic Setting: Mexico. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come. Industry Setting: Advertising industry. Publication Date: 11/29/2001 Revision Date: 06/30/2004 Product Type: Color Case Abstract: In early June 1997. and Sony. after a probationary period. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter will help you articulate your company's core brand values. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: The core brand message is the key message that your company will be communicating to all its audiences. Rohit. Marketing management. Herrero. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In early June 1997. Corona still trailed Heineken. Inc. Marketing management. Newton. (8282BC) Brand Icons: How to Build a Unique Brand. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. Brands. Marketing strategy Length: 2p NEW 250X Title: Corporate Identity: Making Business Strategy Visible Through Design (Hardcover) Author(s): Olins. (8281BC) Brand Personality: How to Build a Unique Brand. Herrero. product quality.. Gustavo A. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets.95.95 Year New: 2007 502023 Title: Corona Beer (A) Author(s): Deshpande. "In the end.A. United States Industry Setting: Beef industry Subjects: Beverages. by Frank V. Spanish Version Author(s): Deshpande.

but consumers can also find a wealth of material about product quality. and startups want their business model to be the one that transforms an industry. Electronic commerce. Subjects: Creativity. public accounting. Consumers envision lower prices and easy shopping. All that information makes sellers' costs more transparent to buyers. Marketing management. Electronic commerce. But beneath all the excitement lies a sobering reality: the Internet represents the biggest threat thus far to a company's ability to brand its products. Finally." A hardcover version is available: Order No. to impose large price premiums. and lead customers rather than follow them. overturn tradition price-performance assumptions. Corporate imagination is unleashed when companies escape the tyranny of their served markets. Gary. Brand management. Points out two dimensions of a corporate image-visibility and credibility. and generate high profit margins. Publication Date: 02/13/1989 Product Type: Note Abstract: Provides a framework for assessing and enhancing an organization's reputation. Public relations Length: 224p List Price: $29. easily obtained information on the Internet. extract price premiums from buyers. how it is vital to both effective recruitment and the way people work together inside a company. Corporate strategy. Indrajit Sinha explains that this threat comes from what economists call cost transparency. As Olins observes. New product marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . investors imagine cashing in on Internet IPOs. C. Pricing information is the most prevalent. Customer Service Department • 60 Harvard Way • Boston. investors imagine cashing in on Internet IPOs. Marketing strategy. but consumers can also find a wealth of material about product quality. service offerings. Core competencies are one prerequisite for creating these new markets. But the best way of countering cost transparency is through innovation. competitive success will come from building and dominating fundamentally new markets. Discusses several critical issues that must be addressed in building an image. Professionals. K. Consumers will always reward makers of new and distinctive products that improve their lives. One is 10/30/10 104 to implement creative pricing strategies that go beyond traditional price cutting. But economic power derives increasingly from moral. Research & development Length: 10p 589087 Title: Corporate Positioning: How to Assess--and Build--A Company's Reputation Author(s): Kosnik. Consumer marketing. aesthetic. Sinha says. and Sony. Marketing strategy. Brand equity. personnel management. easily obtained information on the Internet. Product positioning. a situation made possible by the abundance of free. computer software. Based on observations of corporate positioning issues in five industries: management consulting. All that information makes sellers' costs more transparent to buyers. and how it is directly related to profitability. Subjects: Brand management. whether they are on-line or not. supplier reliability. Apple. service offerings. Corporate imagination and expeditionary marketing are the keys that unlock the markets. Services Length: 13p R00210 Title: Cost Transparency: The Net's Threat to Prices and Brands Author(s): Sinha. and much more. computer hardware. how it plays a central role in expansion and diversification. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Indrajit Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: There is much euphoria about the possibilities offered by e-commerce. Thomas J. That will make it much harder for companies. Sinha says. Packaging. Prahalad.00. it is economic power that wins the day. and other corporate assets. a situation made possible by the abundance of free. $50. Internet. But the best way of countering cost transparency is through innovation. Communications industry Subjects: Advertising. and startups want their business model to be the one that transforms an industry. Industry Setting: Advertising industry. Consumers envision lower prices and easy shopping. Consumer marketing. and systems integration. 250X. Communications industry. extract price premiums from buyers. What can companies do to fight back? Sinha suggests several options. think about needs and functionalities instead of marketing's more conventional customer-product grid. What can companies do to fight back? Sinha suggests several options. Subjects: Brand management. to impose large price premiums. supplier reliability. and generate high profit margins. Product management. Brands. product quality. Innovation. Pricing information is the most prevalent. Pricing Length: 6p 4738 Title: Cost Transparency: The Net's Threat to Prices and Brands (HBR OnPoint Enhanced Edition) Author(s): Sinha. and cultural power. Marketing strategy. Indrajit Sinha explains that this threat comes from what economists call cost transparency. Identity must have a secure place in the hearts and minds of managers. Internet. Marketing management. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. "In the end. research and development. One is to implement creative pricing strategies that go beyond traditional price cutting.Marketing Abstract: This book is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola. provides an assessment of how well various marketing tactics build visibility and credibility. Marketing strategy. Publication Date: 07/01/1991 Product Type: Harvard Business Review Article Abstract: In the 1990s. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. But beneath all the excitement lies a sobering reality: the Internet represents the biggest threat thus far to a company's ability to brand its products. That will make it much harder for companies. and much more. along with finance. Subjects: Communication strategy. The organizations that can marshall these strengths will lead the world in the twenty-first century. Consumers will always reward makers of new and distinctive products that improve their lives. Indrajit Publication Date: 09/01/2000 Product Type: HBR OnPoint Article Abstract: There is much euphoria about the possibilities offered by e-commerce. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. Product development. Olins demonstrates how identity is crucial to market share. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. BMW.95 91409 Title: Corporate Imagination and Expeditionary Marketing Author(s): Hamel. whether they are on-line or not.

when illustrated with snappy circle-andarrow graphics. Marketing strategy Length: 3p List Price: $4. Retailing. They suggest a policy called "everyday low purchase price". the sophisticated researcher myth. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. A three-year $40 million campaign is planned. David E. Marketing management. Publication Date: 05/13/1987 Revision Date: 05/13/1991 Product Type: Case (Field) Abstract: Marketing executives are deciding on a message strategy for a prospective advertising campaign to help the U. MA.S. designed to smooth the peaks and valleys of demand and reduce the costs of distribution.. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. by David E. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging Customer Service Department • 60 Harvard Way • Boston.. Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: Many small businesses and nonprofit organizations avoid doing marketing research because they have at least five misconceptions about it: the big decision myth. the technology behind CRM. Brands. Geographic Setting: Boston. John L. John A. to whom. One result has been an increase in consumer and trade promotion. But many trade promotion practices are costly to manufacturers. Extensive research information from consumers and retailers is available to assist the executives. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. Robert S. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. and you'll see that many of these diagrams are full of it. Marketing strategy. and a discussion of what kinds of companies should be using CRM.S. Small business Length: 5p 599041 Title: Costco Companies. Consumer 10/30/10 105 marketing. Quelch. John L. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising. Daniels. Software industry. differentiate them in terms of their needs and value. Retail industry Subjects: Advertising. retailers. Customer relationship management (CRM) is markedly different from past marketing strategies. interact with them. Author(s): Bell. Retailing. The case poses two questions: 1) how should the new membership be marketed. health. even smart.S. United States Industry Setting: Accounting firms.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. Cott. and eventually consumers.. (599088). 7p. which generated $22 billion in 1997 selling products in bulk. the survey myopia myth. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55. and customize some aspect of its products or services to meet those customers' needs.S. Wholesaling Length: 21p Supplementary Materials: Teaching Note. real estate services--in exchange for a higher annual fee ($100 vs. Sales promotions Length: 8p 594031 Title: Cott Corp. Canada. The authors single out forward buying in the grocery trade and offer evidence of the costs of this practice to the distribution system as a whole. Services. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. Canada. Inc. Greyser. by Stephen A.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. though. Look closely. Textiles Length: 25p Supplementary Materials: Supplement (Field). Nonprofit organizations. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell. (591067). Industry analysis. Teopaco. $40). has developed a new class of membership that offers discounted services--auto. Great marketing is not only cost effective. Teopaco F0511C Title: Crap Circles Author(s): Morse. This article covers the basics of CRM and includes sidebars on CRM metrics. and the most research is not read myth.: Private Label in the 1990s Author(s): Goldberg. and home insurance. business credit card processing. How does it move into the U. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industry Setting: Advertising industry. textile/apparel industry convince consumers and retailers to buy U. especially in these days of media fragmentation. Solar energy Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 U0003B Title: A Crash Course in Customer Relationship Management Publication Date: 03/01/2000 Product Type: Harvard Management Update Article Abstract: It's the marketer's newest set of tools--but not every company needs it. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade.A. and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco.Marketing Pricing Length: 10p List Price: $6. Salmon. break-out-of-the-clutter marketing programs directed at priority markets..made apparel products. but will bring silos together. Marketing management. one of the major players in the wholesale club industry. Leamon. 12p. Walter J. the big bucks myth. CRM allows a company to identify customers. Council Author(s): Greyser. Subjects: Market research. market? How do retailers evaluate its benefit costs? Does Cott use an existing structure or build new ones? Does Cott diversify from drink to snack foods? Geographic Setting: Global Industry Setting: Food & beverage industries Gross Revenues: $250 million revenues Subjects: Beverages. Stephen A. Alan R.. Ray A.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. Subjects: Customer relations. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola.. Kaplan. gets 30% of the market in Canada. Robert D.

and employees of the firm. and to implement the strategy. and Effective Resource Allocation. In this chapter. positive or negative emotions may result. Phillips. challenge. Peter L. Rohit Publication Date: 10/01/2005 Product Type: Faculty Seminar Video Abstract: What kinds of corporate cultures are common to best-performing organizations? Does being customer focused really matter? Professor Rohit Deshpande describes revolutionary changes in marketing that lead to more customer-centric organizations. Peter L. the budget. Greyser.. Also provides an opportunity to follow the process used by a company at the time of change in its identity and positioning in the marketplace. (DMI002). the feelings generated may attach to the brand. interaction speed. (500054) Selecting a New Name for Security Capital Pacific Trust.. NCR. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. three companies were formed: AT&T. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising. and allowable social interactions. Rohit Publication Date: 10/03/2000 Product Type: Note Abstract: Creating value involves understanding consumers/customers and bringing this knowledge into the organization. where customers are everybody's responsibility and the language of the customer is key. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace. and examining the role of consultants and research in the development of a name and visual identity for the company. Because a goal of brand managers is to get consumers to associate positive emotions with a brand. the result of a spin-off. and Development. a $50 billion telecommunications services company. oldest. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture. Industry Setting: Internet & online Customer Service Department • 60 Harvard Way • Boston. a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications. to create a name for the company. the strategy. Vallaster. (2637BC) Integrated Marketing Communications: Creativity. Subjects: Marketing strategy. Marilyn Y. and an unnamed $20 billion "Systems and Technology" company that designed. (500066) Naming the Edsel. fellow customers. Phillips 2564BC Title: Creating a Marketing Plan: An Overview Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Effective marketing cannot begin without an effective marketing plan. (2599BC) Developing New Products and Services: The Marketer's Role. analyzing the effect of business. Stephen A. and delivered a wide range of public and private networks. (2602BC) Branding: Differentiation that Customers Value. (2629BC) Pricing It Right: Strategies. High technology products. Retention. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Brands. In this split. Subjects: NO SUBJECTS(KEYWORDS) Length: 48 min Year New: 2005 501039 Title: Creating Value Author(s): Deshpande. Spence. Regardless of the valence of the resultant emotion. while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Market positioning Length: 15p Supplementary Materials: Teaching Note. Consulting. built. Big World. the individual elements that comprise the plan are introduced. the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. the brand. (2645BC) Interactive Marketing: New Channel. Applications. Christine Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Compared to offline media communications. and microelectronics components. acquisition. as are details on how to implement adequate research in considering each decision therein. This chapter looks at ways of making silos assets instead of hindrances in creating outstanding cross-silo marketing. Mark T. communications systems and software. (2610BC) The Right Customers: Acquisition. to design a logo and identity system. (500055) Claiborne Asks Web Surfers to Name New Line.95 107XC Title: Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations Author(s): Deshpande. Targeting. by Stephen A. Such change may come as the result of a merger. and the expected results of product sales. (501007) Renaming Computer Power Group. as in this case. financial. For example. consumer and business telephone systems. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom. a computer firm. Given that AT&T was one of the largest. May be used with: (500060) Computer Power Group: Designing Brand Architecture. and Positioning. and regulatory pressures on the process. Depending on how a website performs on these dimensions.. 5p. (2653BC) Marketing Across Borders: It's a Big. Publication Date: 01/01/1999 Product Type: Case (Field) Publisher: Design Management Institute Abstract: The creation of Lucent Technologies was the result of AT&T's "trivestiture" in 1995. new alliance or. Design management. Market-driven and marketdriving strategies are contrasted in the context of new product development. business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself. interactivity. and best known corporations in the world. May 10/30/10 106 be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. The emotion-causing antecedents elucidated in this article are the website's vividness.Marketing the scope of the organization. New Challenge. Consistency. (2572BC) Competitive Analysis: Understand Your Opponents. Product development Length: 6p DMI001 Title: Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Author(s): Greyser. (2580BC) Market Customization: Market Segmentation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The marketing plan serves to define the opportunity.95 Year New: 2006 BH294 Title: Creating emotions via B2C websites Author(s): Jones. and Pitfalls. machine memory.

and their audiences. Briefly explains the challenges to coordination and provides some solutions. Industry Setting: Arts administration. Selection bias is striking: the average risk profile of those responding to higher interest rates is significantly worse than that of respondents to lower rates. Kovac. Caroline A. Colletti. Ford. Geographic Setting: United States Industry Setting: Credit card Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 CMR072 Title: Crisis in the Arts: The Marketing Response Author(s): Scheff. Credit Card Industry Author(s): Al-Najjar. services. Kotler. difficult to integrate. Cady R0407Z Title: Cross Selling or Cross Purposes? (Commentary for HBR Case Study) Author(s): Harding. would the lure of the Sunday brand prove strong enough to sustain a loyal subscriber base long term? Would its irreverent brand image eventually wear thin? Geographic Setting: Hong Kong Industry Setting: Mobile phone Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note. Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $300 millions sales Subjects: Consumer marketing. Marketing organization. With the mobile phone sector in Hong Kong operating at maximum penetration. Product positioning. attitudes. Retailing Length: 33p Supplementary Materials: Teaching Note. Students must utilize consumer demographic. Nabil. 15p. Turegano. they must develop a better understanding of their own business and of the interests. Organizational design. mainly to profit from the software sales that are a natural byproduct of consulting engagements. burst onto the scene in 1997 with an innovative approach to branding and promotion. Monica Park Year New: 2006 587064 Title: Creative Gourmets: Excellence Through Caring Author(s): Goldberg. arts organizations must learn new ways to attract the resources they need to sustain their mission and quality. in conjunction with operating data. In a typical experiment. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. Sales organization Length: 4p HKU554 Title: Creative Advertising: Sunday Communications Ltd. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 999006 Title: Creating the Customer-Centric Team: Coordinating Sales & Marketing Author(s): Shapiro. Department stores. Stephen K. 9p. or acquisition by another firm? Geographic Setting: Boston. MA Industry Setting: Food services Gross Revenues: $10 million revenues Subjects: Expansion. Organizational structure. are facing crises on a variety of fronts. Its "feels like Sunday" series of television commercials depicting irreverent attitudes and typical person-presenters struck a chord with Hong Kong customers and generated an initial interest that surpassed expectations for the late-entry mobile network provider. Supermarkets Length: 29p KEL005 Title: Credit Solicitations as Market Experiments in the U. and learning how to better meet the needs of specific audience segments and contributors. Besanko. Accordingly. Entertainment industry. by John F. Charan. But despite its successes. and attitude data. to choose among alternative strategies for market share growth. Merchandising. Ram. Sales management. along with many performing arts organizations around the world. Author(s): Hung.. Then they can create offerings. Philip Publication Date: 10/01/1996 Product Type: CMR Article Publisher: California Management Review Abstract: The nonprofit performing arts industry in America. Growth strategy.. without compromising their artistic integrity. etc. (HKU555). in practice. by Kineta Hung. Benson P. Kineta. John F. and messages to which the target audience will enthusiastically respond. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Park. (586072). Roberto Publication Date: 01/01/2003 Revision Date: 02/13/2003 Product Type: Case (Pub Mat) Abstract: Describes market experiments conducted by a major credit card issuer. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector.S. joint venture. Based on a research paper by Larry Ausubel. Entertainment industry. Joanne. Smith.Marketing services industries. Marketing strategy. Tracking respondents for 27 months after the experiment. Arts managers must improve their skills in increasing and broadening their audience base. Nonprofit organizations Length: 25p 578197 Title: Cronin's Author(s): Cady.. Jerome A. their funders. Ray A. Services. Uchoa. the issuer sends out hundreds of thousands of solicitations based on information received from credit reporting agencies (e. 10/30/10 107 improving accessibility to various art forms. Growth strategy. respondents to higher rates displayed significantly higher delinquency and bankruptcy rates.3% in 2005. life cycle.). To accomplish this. Sunday claimed a mere 9. Publication Date: 08/15/1986 Product Type: Case (Field) Abstract: A small entrepreneurial catering firm is at the forefront of changes in consumer eating habits. and motivations of their customers. past delinquencies. They must professionalize their marketing and management skills and learn to be accountable to all their publics: their artists.8% of the market in 2000 and 8. Should it continue its success by either internal expansion. Performing arts Subjects: Arts administration.. Monica Publication Date: 01/04/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Mobile network operator Sunday Communications Ltd. Subjects: Marketing management. But in many ways the two companies worked Customer Service Department • 60 Harvard Way • Boston.g. credit score. Publication Date: 02/25/2002 Product Type: Note Abstract: Focuses on the coordination of marketing and sales--two functions that seem alike but are. Demographics. Market share. David. Publication Date: 05/01/1978 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: Describes a situation facing a large regional department store with declining market share in some merchandising categories and a generally low share among younger and less affluent consumers.

Ram. mainly to profit from the software sales that are a natural byproduct of consulting engagements. 1p. Geographic Setting: Maryland Industry Setting: Automotive supplies. Cline. 2p. Teaching Note. The sales force has its own gripes. Cline. They get no commissions on products they sell. Shapiro. Sales strategy Length: 5p Year New: 2004 R0407B Title: Cross Selling or Cross Purposes? (HBR Case study and Commentary) Author(s): Harding. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. TopTek's sales VP. Business conditions. by Benson P. Industry Setting: Automotive supplies. all of them highly skilled at selling product. handled sales. Competitive bidding.. Metals. (583103).. 17p. The consultants aren't much help in winning new business.. all of them highly skilled at selling product. by Benson P. by E. The consultants aren't much help in winning new business. Ford. Pricing Length: 16p Supplementary Materials: Supplement (Field). Sales strategy Length: 9p Year New: 2004 10/30/10 108 578170 Title: Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors Author(s): Shapiro. By contrast. but they're making a hash of it. Benson P. Pollution control. according to Ron Murphy. Before the acquisition. handled sales. Sales compensation. The consultants aren't much help in winning new business. Sales strategy Length: 4p Year New: 2004 R0407X Title: Cross Selling or Cross Purposes? (HBR Case Study) Author(s): Harding. and they're selling additional projects left and right. all of them highly skilled at selling product. Shapiro. Ford Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. TopTek's professional salespeople. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. Craig E. The company previously had a three-year contract for 100% of Beta's business. by Benson P. Kovac. Caroline A. Craig E. Before the acquisition. Pricing Length: 2p Supplementary Materials: Teaching Note. by Benson P. Charan. TopTek's professional salespeople. Colletti. but it is now faced with a competitive situation in which a small market share. Shapiro. handled sales. The consultants in the newly constituted TopTek aren't happy either. stimulating demand for a pace of change that the CIO says the retailer can't handle. Craig E. They get no commissions on products they sell. Cline. For instance. according to Ron Murphy. according to Ron Murphy. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. Supplement (Field). 5p. But in many ways the two companies worked better when they were separate. Cline. Raymond Corey 578171 Title: Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors Author(s): Shapiro. stimulating demand for a pace of change that the CIO says the retailer can't handle. Publication Date: 04/01/1978 Revision Date: 10/05/1994 Product Type: Case (Field) Abstract: Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Metals Company Size: small Gross Revenues: $22 million sales Subjects: Automotive supplies. Industrial markets. is a virtual certainty. Subjects: HBR Case Discussions. and they're selling additional projects left and right. The sales force has its own gripes. (584096). Shapiro Customer Service Department • 60 Harvard Way • Boston. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. The consultants in the newly constituted TopTek aren't happy either.Marketing better when they were separate. but they're making a hash of it. and they're selling additional projects left and right. Sales management. The sales force has its own gripes. (584096). Benson P. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. TopTek's professional salespeople. Now the consultants and the salespeople are trying to work together. For instance. The consultants in the newly constituted TopTek aren't happy either. Pollution control. Supplement (Field). but they're making a hash of it. Metals. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. Now the consultants and the salespeople are trying to work together. But in many ways the two companies worked better when they were separate. Sales management. the same people who delivered services to clients made the consulting firm's sales. What will it take for cross selling to succeed at TopTek? Subjects: HBR Case Discussions. stimulating demand for a pace of change that the CIO says the retailer can't handle. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. Sales management. They get no commissions on products they sell.. 17p. Business conditions. TopTek's sales VP. Before the acquisition. Cline. Sales compensation. the same people who delivered services to clients made the consulting firm's sales. For instance. They've got his boss's ear. Industrial markets. Competitive bidding. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . What will it take for cross selling to succeed at TopTek? May be used with: (R0407X) Cross Selling or Cross Purposes? (HBR Case Study). by Benson P. Metals Subjects: Automotive supplies. the same people who delivered services to clients made the consulting firm's sales. TopTek's sales VP. (578172). They've got his boss's ear. They've got his boss's ear. yet one greater than 50%. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) case. By contrast. Craig E. Subjects: HBR Case Discussions. (578173). Jerome A. (578171). Sales compensation. Now the consultants and the salespeople are trying to work together. 2p. mainly to profit from the software sales that are a natural byproduct of consulting engagements. Teaching Note. Shapiro. Craig E. What will it take for cross selling to succeed at TopTek? May be used with: (R0407Z) Cross Selling or Cross Purposes? (Commentary for HBR Case Study). By contrast. Turegano.

They are trying to decide how to price it. . Pricing strategy Length: 17p 580104 Title: Cumberland Metal Industries: Engineered Products Division--1980 Author(s): Shapiro. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors.. Related to this is the overall mix of marketing communications tools used by Cunard--media advertising. Industrial goods. Benson P. Publication Date: 01/01/1980 Revision Date: 08/16/1985 Product Type: Case (Field) Abstract: Cumberland Metal Industries has developed a new product to help contractors drive piles faster. 17p. Geographic Setting: United States Industry Setting: Cruise industry Subjects: Advertising. Pricing Length: 1p Supplementary Materials: Teaching Note. Distribution channels. Geographic Setting: Venezuela Industry Setting: Engine industry Company Size: Fortune 500 Gross Revenues: $1. Jeffrey J. Cline. The organizational setting is one of integrating marketing communications for the company and its products. "pull" vs. 17p.. Master Diskette. Industrial goods. Students must decide what factors are relevant in making an industrial pricing decision. etc. Tourism Length: 25p Supplementary Materials: Teaching Note. Robert F. Competitive bidding. Paul M. Spanish Version Author(s): Shapiro.. The manager must find a way to collect $1. a firm must break away from traditional productdriven strategies and see its entire business through a customer-focused lens. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition. 12p. Marketing implementation. Venezuela's massive currency devaluation and a weak distribution system. Sherman. Cole. by Robert J. (B). by Benson P. Metals Subjects: Automotive supplies. Metals. Pricing strategy Length: 15p Supplementary Materials: Teaching Note. Pollution control. South America Length: 16p Supplementary Materials: Teaching Note. is confronted with several key issues involving its marketing and marketing communications strategy. Publication Date: 12/17/1985 Revision Date: 01/13/1989 Product Type: Case (Field) Abstract: A new regional manager for Cummins Venezuela faces Black Friday. They are trying to decide how to price it..Marketing 578172 Title: Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors Author(s): Shapiro. Cline. Jr. Distribution channels. Stephen A.. by John C. Another issue is the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the individual ships. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) and (B) cases. Students must decide what factors are relevant in making an industrial pricing decision. etc. Metals Subjects: Automotive supplies. Young 7994 Title: Customer Connections: New Strategies for Growth (Hardcover) Author(s): Wayland. and (C) cases. Sherman. Publication Date: 08/08/1997 Product Type: HBS Press Book Abstract: To become truly customercentered and to realize the full potential of information and knowledge management technologies. Marketing organization. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A).-Iraq conflict on consumer leisure travel. 594046 Title: Cunard Line Ltd. Decisions must also be made about promotion and distribution channels. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Publication Date: 06/24/1994 Revision Date: 08/29/1994 Product Type: Case (Field) Abstract: Cunard. Shapiro 578173 Title: Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors Author(s): Shapiro. New product marketing. the world's oldest luxury line company. "push" communications). Provides substantial information on the industry. Wayland and Cole provide a new theoretical foundation for customerbased competition. John C. Decisions must also be made about promotion and distribution channels. (587115). direct marketing. Dolan. Construction. 10/30/10 109 Industrial markets. (584096). Greyser. Market entry. Benson P. Business conditions. Metals. (595028). 16p. Robert E. along with the effects of the U. Benson P. Distribution.S. (584096). Shapiro 503S46 Title: Cumberland Metal Industries: Engineered Products Division--1980. Craig E. by Patrick J. Industrial markets.e. competition. Publication Date: 01/01/1980 Revision Date: 08/16/1985 Product Type: LACC Case Abstract: Cumberland Metal Industries has developed a new product to help contractors drive piles faster. competition. (585115). Whitney Jr. Consumer marketing. Software for this case is available (9-589-528). Business conditions. Kaufmann BESTSELLER 586122 Title: Cummins Engine Co. Market entry. etc. Industry Setting: Automotive supplies.. Pricing Length: 2p Supplementary Materials: Teaching Note.. Provides substantial information on the industry. Industry Setting: Automotive supplies. Industrial markets. Robert F. by Stephen A.: Managing Integrated Marketing Communications Author(s): Greyser. Competitive bidding. International marketing. Benson P.4 million in receivables due from distributors and reestablish a viable distribution network for Cummins in Venezuela. report on the results Customer Service Department • 60 Harvard Way • Boston.: Black Friday Author(s): Whitney. Industrial markets. Industrial markets. 7p. Jeffrey J. (589528). New product marketing. by Benson P. Young. Craig E. Pollution control. Construction. One concerns the balance between image/positioning advertising and short-term-oriented promotional advertising/communications on behalf of each individual Cunard ship (i.6 billion revenues Subjects: Automation. Impacting consideration of the issues is a period of economic conditions adversely affecting sales. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition..

the authors outline how to build and implement powerful new business and marketing systems centered around four key practices: 1) balancing customer acquisition.95 9637 Title: Customer Data--Use It or Lose 'Em (HBR Article Collection) Author(s): Gulati. Potential customers use these channels to do research. they've come to recognize that different channels serve their needs better at different points in the buying process. roles in relationship. Many companies make fatal errors while managing their customer relationships. the authors say. is that today's customers have become unfettered. not customer segments. and Customer Service Department • 60 Harvard Way • Boston.50 110 R0311G Title: The Customer Has Escaped Author(s): Nunes. Subjects: Consumer marketing. Getz. 2) managing the customer life cycle. store location. A study of over 40 companies found that market leaders like Dell Computer. IT professionals. Consumer marketing. Marketing strategy Length: 9p NEW 93107 Title: Customer Intimacy and Other Value Disciplines Author(s): Wiersema. accurately interpret the data. Kumar. "The Mismanagement of Customer Loyalty" by Werner Reinartz and V Kumar (HBR reprint R0207F). The authors provide case examples of diverse companies such as Inc. proprietary technology to slice its customer information into ever-finer segments. Customers are not mindful of channel boundaries--and you shouldn't be either. generate higher profits. It was a fair assumption that certain customer types were held captive by certain channels. and Delta Dental. 3) exploiting the power of databases. Publication Date: 05/23/2001 Product Type: HBS Press Book Abstract: Customer Equity is the first book to provide a unifying framework and practical tools for measuring customer value--the potential profitability of each customer to the company--as a financial asset. For example. Reinartz. Thomas. Marketing strategy Length: 35p List Price: $17. Loveman. Food industry. Result? Four billion dollars in revenues during economically sluggish 2002. Treacy.Marketing of its application in companies across several industries. For instance. Scrub-a-Dub Car Wash.. What does this mean for your go-tomarket strategy? The authors urge companies to make a fundamental shift in mind-set toward designing for buyer behaviors. Publication Date: 11/01/2003 Product Type: Harvard Business Review Article Abstract: Every company makes choices about the channels it will use to go to market.. and 4) precisely quantifying customer value. The article also includes advice on obtaining and taking action on feedback from employees themselves. Market research 10/30/10 Length: 2p List Price: $4. Office supplies industry Subjects: Consumer behavior. the authors offer a framework of four Rs: the right customer portfolio. Market research. How to Pass It Along Author(s): Von Hoffman. Distribution channels. Home Depot. Loyalty. Robert C. Marketing information systems. Market segmentation. But that doesn't mean companies have to excel at everything. traditionally. Knowledge management. Make the customer--not product. Customer Equity enhances the ability of marketers. certain channels hope to use higher margin sales to cover the cost of providing expensive high-touch services. value can mean any number of things. Customer retention. Gary W. Intangible assets. Customer retention. This article offers methods of identifying and interpreting relevant information from customer feedback and then communicating it to your employees. Marketing management Length: 256p List Price: $40. you're not alone. Market segmentation. Gary. Constantine Publication Date: 04/01/1998 Product Type: Harvard Management Update Article Abstract: Customer feedback--whether positive or negative--is vital to any business. Magazine. As their channel options have proliferated. It can tell you not only how well your company is doing. from convenience of purchase to after-sale service and dependability. Strategic market planning Length: 288p List Price: $29. Drawing from successful examples of customer equity management in a variety of industries. Marketing strategy. Consider Harrah's Entertainment. and increase shareholder wealth. V. then leap to a cheaper channel when it's time to buy. Subjects: Customer relations. A company should design pathways across channels to help its customers get what they need at each stage of the buying process. and offer practical strategies for firms to implement their findings to improve growth and profitability. Jacquelyn S. Market segmentation. Subjects: Customer relations. Frank V. customer demographics guided the decision to sell through a discount superstore or a pricey boutique. The result is "value poaching. Frederik D. and senior executives to make better decisions. James B.. Subjects: Customer relations. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Oldroyd. or purchase--your fundamental unit of data analysis. range of value proposition." For example. Publication Date: 04/01/2005 Product Type: HBR OnPoint Collection Abstract: Have your customer-oriented investments (think CRM) failed to pay off? If so. retention. The three Harvard Business Review articles in this collection: "The Quest for Customer Focus" by Ranjay Gulati and James Oldroyd (HBR reprint R0504F). Michael Publication Date: 01/01/1993 Product Type: Harvard Business Review Article Abstract: To today's customers. they don't gather detailed information about each aspect of every customer transaction. Financial services. but also what it should be doing. Werner. A comprehensive method for managing customer portfolios across segments and over time. To shift the customer relationship from a functional to strategic role. and "Diamonds in the Data Mine" by Gary Loveman (HBR reprint R0305H). Cespedes. Customer relations. And ensure that every employee understands who your best customers are and how to serve them. Harrah's got to know its customers intimately and created reward systems that kept them returning to its casinos. and rewards sharing. The problem.. Customer retention. and use the resulting insights to serve customers--and your bottom line. Paul F. Loyalty. and add-on selling. By using sophisticated. Industry Setting: Automotive industry. restructure your entire organization to collect the right data.95 Year New: 2005 7641 Title: Customer Equity: Building and Managing Relationships as Valuable Assets (Hardcover) Author(s): Blattberg.00 U9804D Title: Customer Feedback: How to Get It. Ranjay. Or they draw the wrong conclusions from the data they have collected. To correct these missteps.

key process owners in various parts of the organization have become accustomed to receiving such information in the format with which they are familiar. CRM should be adopted only after a careful appraisal of its cost effectiveness. not by broadening it. Customer relations. customer intimacy. academic researchers have questioned some of the key premises that are used to support CRM in general and relationship marketing and customer loyalty programs in particular. Marketing strategy. Paul W. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Also provides numerous examples and practical guidelines for improving firm profits by moving customers up the Customer Pyramid. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: As relationships and service become increasingly pivotal in business. Industrial markets. Product and service strategies. become more closely aligned with an individual customer's underlying utility functions.. Subjects: Customer relations. Loyalty Length: 29p UV0407 Title: Customer Profitability Author(s): Farris. Doing so requires allocating managerial resources to the groups of customers that can be cultivated most efficiently by a firm.. Companies should choose a value discipline that fits with their existing capabilities and culture and then push themselves relentessly to sustain it. Implications for marketing strategy and customer relationship management are briefly discussed. Subjects: Core competency. Profitability analysis Length: 26p CMR229 Title: Customer Relationship Management: In B2C Markets.. Bendle. Frank V. They concentrate on one of three value disciplines--operational excellence. Operations management. Market analysis. design and management of customer relationship strategies. Marketing strategy Length: 9p CMR211 Title: The Customer Pyramid: Creating and Serving Profitable Customers Author(s): Zeithaml. Das Publication Date: 05/09/2003 Product Type: Note Abstract: Describes in detail customer management strategies in business markets. Subjects: Business marketing. Marketing organization. Nortel Networks' Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practices to increase customer value. Katherine N. describes. Often Less Is More Author(s): Dowling. This results in more effective and profitable strategies for serving the customer. Customer retention. Subjects: Corporate strategy. Intended as an introduction to the topic in a course or seminar dealing with issues in marketing organization. Subjects: Customer relations. Product development Length: 10p BESTSELLER 503060 Title: Customer Management Strategy in Business Markets Author(s): Narayandas. Publication Date: 11/13/1989 Product Type: Note Abstract: Written for a series of cases concerning organizational factors that affect customer service. and 3) general organizational factors that typically affect the development and maintenance of customer service in many companies. Pfeifer. the profitability of customers is becoming more important than the profitability of products. Customer service. This article presents a management methodology called the "Customer Pyramid" that enables a firm to supercharge its profits by customizing its responses to distinct customer profitability tiers. Publication Date: 04/01/2002 Product Type: CMR Article Publisher: California Management Review Abstract: Customer relationship management (CRM) is premised on the belief that developing a relationship with customers is the best way to gain their 10/30/10 111 loyalty. Sales management Length: 7p 501050 Title: Customer Value Measurement at Nortel Networks--Optical Networks Division Author(s): Narayandas. Customer retention. Among the metrics covered are customer counts. including selection decisions. Marketing strategy Length: 19p 590055 Title: Customer Service Author(s): Cespedes. Marketing strategy.. Phillip E. Lemon. Marketing management. recency. Grahame R. Customer relations. In this environment. customized for each customer tier." 2) the "internal marketing" tasks facing the marketing organization in attempts to manage service levels. Elie Publication Date: 08/07/2002 Product Type: Note Abstract: Introduces the central concepts involved in determining customer lifetime value. Corporate culture. and illustrates the most common metrics marketers used to monitor and manage customer relationships. And they should willingly change their operations to support that value discipline. Loyalty. Marketing planning. customer profitability and customer lifetime value. Over the years. marketing success will be equivalent to generating maximum profits from a firm's total set of customers. It is argued that loyal customers are more profitable than nonloyal customers. and linking the vendors' customer management effort to customer profitability. Recent initiatives by the Customer Value Measurement (CVM) team have shown that the current methodology does not provide all the insights required to achieve the full potential of customer value measurement. The CVM team now needs to present Nortel's senior Customer Service Department • 60 Harvard Way • Boston. Customer retention. Roland T. or product leadership--and align their entire operating model to serve that discipline. Das Publication Date: 02/13/2001 Revision Date: 06/06/2002 Product Type: Case (Field) Abstract: Since 1995. This article critically examines the assumptions that underpin CRM and presents the results of research that is skeptical of its value. Neil Publication Date: 06/24/2005 Product Type: Case (Field) Abstract: This technical note defines. Rust. with detailed analysis and examples from the realm of direct marketing. Customer relations. Customer service. Direct marketing. retention rates. Recently. monitoring the health of customer relations. The Customer Pyramid provides a tool for managers to strengthen the link between service quality and profitability and to determine the optimal allocation of often scarce resources to maximize profitability. Discusses three topics: 1) a broadened perspective on "customer service.Marketing NIKE succeed by narrowing their business focus. Valarie A. Subjects: Customer relations. Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2007 503019 Title: Customer Profitability and Lifetime Value Author(s): Ofek.

But as the century wore further on. When properly constructed. they often simply list all the benefits their offering might deliver. In other words. Suppliers can provide simple. for example. Narus. When properly constructed.. suppliers can end up stressing points of difference that deliver relatively little value to the target customer. few companies have come to terms with the implications of that idea for their marketing management. The authors illuminate the pitfalls of current approaches. they often simply list all the benefits their offering might deliver. toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers. Benelux. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. Wouter Publication Date: 03/01/2006 Product Type: HBR OnPoint Article Abstract: Examples of consumer value propositions that resonate with customers are exceptionally difficult to find. Other suppliers try to answer the question: Why should our firm purchase your offering instead of your competitor's? But without a detailed understanding of the customer's requirements and preferences. Europe. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. they can make smarter choices about where to allocate scarce resources. Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 3544 Title: Customer Value Propositions in Business Markets (HBR OnPoint Enhanced Edition) Author(s): Anderson. May be used with: (503081) Monitoring the Health of Customer Relationships. These include replacing traditional brand managers with a new position--the customer segment manager.. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. Drawing on the best practices of a handful of suppliers in business markets. demonstrating and documenting the value of this superior performance. IL. brands are the raison d'etre. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Pennsylvania. (502069). suppliers can end up stressing points of difference that deliver relatively little value to the target customer. and add value for the business and customers alike. James A. When managers construct a customer value proposition. In other words. Geographic Setting: Alabama. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. Lemon. van Rossum. Consumer products. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. Katherine N. Suppliers can provide simple. Packaging. Telecommunications Length: 25p Supplementary Materials: Teaching Note. Canada. the authors offer seven tactics that will put brands in the service of growing customer equity. demonstrating and documenting the value of this superior performance. Geographic Setting: Canada Industry Setting: Telecommunications industry Number of Employees: 80. South Carolina. carton & container industries. Engineering. The reason. Chicago. Milwaukee. yet powerfully captivating. Oldsmobile. argue the authors. Yet. value propositions force suppliers to focus on what their offerings are really worth. Computer hardware. minimize the intrusion on customers' time. Once companies become disciplined about understanding their customers. managers may claim advantages for features their customers don't care about in the least.. 11p.000 Gross Revenues: $22 billion revenues Subjects: Business marketing.. Customer retention. Roland T. Consulting. the authors advocate a resonating focus approach. When managers construct a customer value proposition. The authors illuminate the pitfalls of current approaches. James C. The pitfall with this approach is value presumption: assuming that any favorable points of difference must be valuable for the customer. Drawing on the best practices of a handful of suppliers in business markets. The pitfall with this approach 10/30/10 112 is value presumption: assuming that any favorable points of difference must be valuable for the customer. even at the expense of the brand. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. Zeithaml. the authors advocate a resonating focus approach. Drawing on a wide range of current examples. Valarie A. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. WI. enjoyed outstanding brand equity with many customers through the 1980s. managers may claim advantages for features their customers don't care about in the least. is that in large consumer goods companies like General Motors. United States Industry Setting: Chemicals. Once companies become disciplined about understanding their customers. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. they can make smarter choices about where to allocate scarce resources. They are the focus of decision making and the basis of accountability. Customer relations.. Other suppliers try to answer the question: Why should our firm purchase your offering instead of your competitor's? But without a detailed understanding of the customer's requirements and preferences. yet powerfully captivating. would surely have been the path to profits. Wouter Publication Date: 03/01/2006 Product Type: Harvard Business Review Article Abstract: Examples of consumer value propositions that resonate with customers are exceptionally difficult to find. James C. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. Publication Date: 09/01/2004 Product Type: Harvard Business Review Article Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. James A. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. van Rossum. by Das Narayandas R0603F Title: Customer Value Propositions in Business Markets Author(s): Anderson. Narus.Marketing management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources. the people who loved the Olds got downright old.. value propositions force suppliers to focus on what their offerings are really worth.50 Year New: 2006 R0409H Title: Customer-Centered Brand Management Author(s): Rust. targeting brands to as narrow an audience as Customer Service Department • 60 Harvard Way • Boston.

is that in large consumer goods companies like General Motors.00 87411 Title: Customer-Driven Distribution Systems Author(s): Stern. These include replacing traditional brand managers with a new position--the customer segment manager. At several crucial stages. Drawing on a wide range of current examples. customer data. Marketing strategy Length: 12p Year New: 2004 2955 Title: Customer-Centered Brand Management (HBR OnPoint Enhanced Edition) Author(s): Rust. provides tested strategies for forging positive relationships with customers. 3rd Edition" (HBR OnPoint Collection). few companies have come to terms with the implications of that idea for their marketing management. the people who loved the Olds got downright old. Jeffrey Rayport helps you achieve a competitive advantage by deploying the right mix of interfaces-human. rather than average. well-defined opportunities. Now more than ever. Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. developing the capability and the mind-set to hand off customers from one brand to another within the company. demonstrates how to restructure your entire organization to collect the right data. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Customer retention. Customer relations. such as Mazda's practice of visiting junkyards to discover why customers might be dissatisfied with its cars. accurately interpret the data. The reason. as well as prospective. company objectives. Loyalty. Growth strategy. Marketing strategy Length: 3p List Price: $4. and changing the way brand equity is measured by basing calculations on individual.. for example. Subjects: Customer relations. Customerdriven growth involves finding innovative ways to listen to current. Publication Date: 01/18/2006 Product Type: HBR OnPoint Article Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Zeithaml. Market research. developing the capability and the mind-set to hand off customers from one brand to another within the company.50 U9807C Title: Customer-Driven Innovation Author(s): Billington. Distribution planning. and the projected costs of distribution outlets. Enhancing Their Loyalty. automated. argue the authors. This specially priced collection will help managers forge a more valuable connection with their customers. Oldsmobile. Valarie A. Professor Rohit Deshpande describes revolutionary changes in marketing that lead to more customer-centric organizations. where customers are everybody's responsibility and the language of the customer is key. "CRM--the Right Way. and changing the way brand equity is measured by basing calculations on individual. and deliver unprecedented results. and use the resulting insights to serve customers--and your bottom line. Consumer goods. This article points out the importance of observing customer behavior in addition to more Customer Service Department • 60 Harvard Way • Boston. the process requires getting outside checks and hard data for market segments. helps you extend CRM's power by applying lessons learned from small-scale initial implementations to new. It includes: "Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations" (CD-ROM). By focusing market development efforts on the actual end-users of their products. your success is based on how well your firm manages customer interactions. The author gives a number of examples. Customer retention. 10/30/10 113 Publication Date: 07/01/1987 Product Type: Harvard Business Review Article Abstract: This eight-step process for designing a distribution system calls for in-depth study of what services and conveniences the company's customers value and then segmentation of the market according to those values.. Yet. rather than average. Adam Publication Date: 10/01/1997 Product Type: Harvard Management Update Article Abstract: Corporations today are finding that the road to growth is paved by the customer. Industry Setting: Consumer products Subjects: Brand equity. while at the same time growing their businesses. But as the century wore further on. companies are now forced to think about the customer in terms of relationships rather than transactions. and Improving Your Competitive Edge Publication Date: 10/09/2006 Product Type: Management Program Abstract: Managers are under increasing pressure to deliver better results faster than the competition. and "Connecting With Your Customers: The Results-Driven Manager Series" (Paperback). even at the expense of the brand. Market research. Insights on Connecting with Your Customers. "Customer Data--Use It or Lose 'Em" (HBR OnPoint Collection). They are the focus of decision making and the basis of accountability. customer data. Brand management. Subjects: NO SUBJECTS(KEYWORDS) List Price: $250. enhance their loyalty. customers. Subjects: Distribution channels. enjoyed outstanding brand equity with many customers through the 1980s. Louis W. surpassing current levels of performance and service by leveraging the strengths of human and technological interactions. Jim Publication Date: 07/01/1998 Product Type: Harvard Management Update Article Abstract: 70% of all product innovations are driven by market need. and more than half of the innovations made in many industries are the result of consumers guiding or adding value to a producer's new concept. brands are the raison d'etre. companies have been able to satisfy and create loyal customers. targeting brands to as narrow an audience as possible. and hybrids--with customers. Katherine N. the authors offer seven tactics that will put brands in the service of growing customer equity. "Winning Customers Through People and Technology" (CDROM).. Roland T.Marketing possible.50 Year New: 2006 1700BN Title: Customer-Centric Collection. Sturdivant. Lemon. Marketing strategy Length: 6p U9710A Title: Customer-Driven Growth Author(s): Tobler. would surely have been the path to profits. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. The climax of the process is an off-site meeting at which top management tests its prejudices against evidence that researchers have gathered. Despite previous decades of ignoring consumers' needs and wants. Frederick D. toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers.

Marketing formal customer inquiry to get a true idea of the customers' needs and desires. George M.50 89603 Title: Customers Drive a TechnologyDriven Company: An Interview with George M. of Centenary College. He describes several of the company's most important products and systems. Libai. procedural. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0712X Title: The Customers' Revenge (HBR Case Study) Author(s): Ariely. Martin. in Boston. Nancy. Barak Libai. Martin. anticipate. Sales management. Nancy. Barak Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. Farmer. Nate Bennett. Dan. and letters of complaint are piling up. She offers as an example a Lexus rep who drove 80 miles to deliver $1. Subjects: Consumer behavior. Bernard. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. and interactional--thus increasing their desire for revenge. Tom. suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. Fisher Author(s): Fisher. Nate. does Atida need a new way to deal with unhappy customers? Tom Farmer.S." says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel.C. Mark Hochman is president of Hochman & Co. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Mark Publication Date: 08/01/1999 Product Type: Harvard Management Update Article Abstract: Your customers tell you they're satisfied. of Tel Aviv University and MIT's Sloan School. Chris. Innovation. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. and letters of complaint are piling up. Call backlogs are building. Chris. Executives. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube and take his case to the court of public opinion. Also included are four pointers on the best way to integrate the customer into the innovation process. Call backlogs are building. companies. Nate Bennett. Bennett.S. Barak Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. Subjects: Customer relations. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. Dan Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. Nate. Barak Libai. of Centenary College. She offers as an example a Lexus rep who drove 80 miles to deliver $1. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive.. Avishai. and explains the lessons each offers for effective technology management. of Georgia Tech. companies and the United States as a nation. In the Internet age. But it doesn't appear to be doing so yet. Tom.000 to a stranded Lexus owner whose purse had been stolen. But it doesn't appear to be doing so yet. Market research Length: 3p List Price: $4. procedural. and interactional--thus increasing their desire for revenge. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center." says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. and letters of complaint are piling up. Customer retention Length: 1p List Price: $4.50 U9908E Title: Customer-Satisfaction Measurements: An Answer to Yesterday's Problem? (Guest Column) Author(s): Hochman. Taylor. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube Customer Service Department • 60 Harvard Way • Boston. does Atida need a new way to deal with unhappy customers? Tom Farmer. Fisher distinguishes between the future of U. but suddenly they're buying from your competitors. and Chris Martin. In the Internet age. of Georgia Tech.. and respond effectively to customer needs.000 to a stranded Lexus owner whose purse had been stolen. Technology Length: 7p R0712Z Title: The Customers' Revenge (Commentary for HBR Case Study) Author(s): Farmer. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 R0712A Title: The Customers' Revenge (HBR Case Study and Commentary) Author(s): Ariely. Fein. William Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: In this interview. Call backlogs are building. Fisher describes the management techniques Motorola uses to understand. Interviews. Why? The author cautions against equating customer satisfaction with customer loyalty and offers advice on measuring customer satisfaction in ways that really matter. May be used with: (R0712X) The Customers' Revenge (HBR Case Study). and Chris Martin. of Tel Aviv University and MIT's Sloan School..C. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube and take his case to the court of public opinion. Bennett.C. Fein. 10/30/10 114 Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Subjects: Customer relations. George M. an affiliate of Lochridge & Co. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. But it doesn't appear to be doing so yet. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Libai. Fisher also reviews technology-based competition with Japan as he offers an optimistic forecast for U.

and interactional--thus increasing their desire for revenge.. the best plan is to acquire the needed technology or to exit the market completely. The new CEO had to decide which of these three revenue sources he should focus on in the future and how this choice would influence the target customers. Han. managers should consider their companies' overall business strategy. Electronic commerce Length: 2p List Price: $4. Marketing mixes. companies have to respond fast if they want to preserve their positions. Greg Publication Date: 09/10/1992 Product Type: LACC Case Abstract: The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. Sunil. procedural. Sangman 10/30/10 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. For others. 19 min. For some products.Marketing and take his case to the court of public opinion. a leading mobile service provider in Korea. it makes sense to use a step-by-step approach that breaks the development task into smaller. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Conley. it may be better to develop a hybrid product.000 to a stranded Lexus owner whose purse had been stolen. Product introduction. which products will benefit from the economies or efficiencies of standardization. suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go." says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. the service offerings and the required capabilities Gross Revenues: $197 Million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 503S04 Title: DHL Worldwide Express. Direct marketing. had to decide how to create and capture value from his rapidly growing user base. Pricing. Stephen A. Subjects: Marketing management. Publication Date: 05/01/1986 Product Type: Harvard Business Review Article Abstract: The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. Hoff. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. and Chris Martin. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. what trade-offs will result from standardizing various elements of the marketing mix. John A. Quelch. Edward G. Multinational corporations Length: 11p Supplementary Materials: Case Video. International marketing. (1-279-1). Edward J. of Tel Aviv University and MIT's Sloan School. and then use the appropriate strategy plotted on the product development map. does Atida need a new way to deal with unhappy customers? Tom Farmer. $15 million from mobile networking. of Georgia Tech. Greg Publication Date: 09/10/1992 Revision Date: 11/24/1997 Product Type: Case (Field) Abstract: The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. At other times. She offers as an example a Lexus rep who drove 80 miles to deliver $1. the new CEO of Cyworld. a social network company in Korea. Includes the sidebar entitled. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly. Subjects: Cross cultural relations. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). The key to a successful program is establishing and keeping your promises to the customer.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. Product development. International marketing.. much like banner ads. which products won't fight cultural barriers. etc. A better approach is to determine what the entry risks and opportunity costs are. Streaming. Greyser C0102B Title: Cutting Through the Marketing Clutter Publication Date: 02/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: How do you capture and hold the fickle consumer's attention? E-mail is giving new vigor to a marketing technique that's been around for some time: permission marketing. John A. more manageable steps. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. John A. By 2007. and how standardization will vary from country to country. virtual gifts. of Centenary College. Nate Bennett." Industry Setting: Advertising industry Subjects: Advertising.). "Taking Permission One Step Further. Barak Libai. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. Conley. In the Internet age. and $15 million from advertising. It's a way to turn marketing into a collaborative process. Spanish Version Author(s): Quelch. and Internet service providers may begin to block messages that look like spam. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. But being fast to market is no advantage if the product isn't right.. by John A. Among the risks: the novelty of permission-based marketing may soon wear off. In determining the degree of standardization or adaptation that is appropriate.

Consumer goods.. N. by Thomas R. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product introduction. Pricing. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch.J. Marketing strategy. Details the company and division's background. N. O'Keefe. N. and the history and current position of the women's wet shaving industry. Consumer behavior. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. Stephen H. DLJdirect differentiated its service to meet the needs of self-directed. Walter Thompson Company's marketing research department. Davis. Davis. Polls & surveys. Morris. who focused either on day traders or more mainstream investors.. The J. (598108). a 250% increase over the prior year. 12p. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. Internet. (594094). But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. Publication Date: 01/15/1976 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: First in a series of cases that deals with the Gillette Safety Razor Division's decision to make a major effort in the women's wet shaving market. Davis. International business.. Ray A.. each of which emphasized one specific attribute of Daisy. Davis. a disposable shaver for women.000 Gross Revenues: $65 billion revenues Subjects: Asia. The students' task is to determine what additional information the company needs to know before making a major effort in that market and to construct a consumer questionnaire that would give that information. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. Financial services. DLJdirect was planning to spend $65 million on marketing in 1999.5 billion on marketing. 8p. To be used primarily as background information. Stephen H. Stephen H. Also gives lengthy data derived from these surveys. Edmund Publication Date: 09/24/1990 Revision Date: 11/24/1990 Product Type: Case (Field) Abstract: A biotech company that is market and consumer oriented has come up with a number of products such as veggie snacks and is now evaluating how to position the company in the food system. Park. E*Trade would lead the pack with a $300 million budget. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974.. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: Presents the data necessary for students to design a test market for Daisy. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. International marketing. (803178). focusing especially on the performance of Uz-Daewoo Auto.Marketing Subjects: Air freight service. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. a strategic alliance to manufacture and market passenger cars. Publication Date: 01/01/1976 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: Presents samples from questionnaires designed by the Gillette Safety Razor Division's marketing resarch department and by the J. Consumer behavior.J. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy. Geographic Setting: Jersey City.. 21p. by John A. was a $65 million marketing budget big enough to allow DLJdirect to sustain its competitive position? May be used with: (803103) A Note on Racing to Acquire Customers. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior. Market research. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. sophisticated.J. John A.. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. Geographic Setting: United States Industry Setting: Biotechnology industry. Chanhi Publication Date: 10/20/1997 Revision Date: 03/23/1998 Product Type: Case (Field) Abstract: The top management at Daewoo is reviewing its close relationship with the Uzbekistan government. Stephen H. Consumer goods. Automobiles.J. Gillian Publication Date: 11/02/1999 Revision Date: 06/13/2006 Product Type: Case (Field) Abstract: Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors. the ten largest online brokers were projected to spend $1. N. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. Product introduction. Thomas R. Consumer goods. high net worth investors. Polls & surveys. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. Market research. Product introduction. by John A. its position in the women's wet shaving market. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston.

Geographic Setting: Northeastern United States Industry Setting: Apparel industry Subjects: Business conditions. Susan Paresky. Clothing.K. Shawn. Exports. Nonprofit organizations Length: 23p Supplementary Materials: Teaching Note. vs. Publication Date: 07/01/1982 Revision Date: 05/13/1992 Product Type: Case (Field) Abstract: Deals with the problems involved in increasing the sales and profitability of a specialty store selling men's apparel. Recreational equipment Length: 25p Supplementary Materials: Teaching Note. Industry Setting: Information services Subjects: Information services. John A. 5p.. Students examine the existing programs. Marketing strategy Length: 29p 581152 Title: Dayton-Hudson Corp. Mottner. Retailing Length: 28p Supplementary Materials: Teaching Note. A new chief development officer. Market research. Product positioning. by V. Marketing strategy. they can then determine their firm's level of commitment to the process. Armed with this information. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . needs to establish the development strategy going forward. Exports. what the effects of different advertising levels would be. Geographic Setting: Boston. Distribution. Richard S. Marketing strategy. MA Industry Setting: Hospital industry Gross Revenues: $93 million revenues Subjects: Growth strategy. Anirudh Publication Date: 12/16/1994 Product Type: Exercise Abstract: These four exercises require the reader to think about information collection and database analysis for marketing decision support in four contexts: business support in a bookstore. 8p. A major option to achieve this growth is to substantially modify the company's distribution policies. by John F. Europe. (591008). Pricing. R. Kasturi Rangan 583008 Title: Danton's: The Specialty Store Men's Apparel Business Author(s): Tedlow. The students are given information on four cities. Geographic Setting: United States Industry Setting: Sporting goods & equipment industry Company Size: small Gross Revenues: $41 million sales Subjects: Distribution planning. how much and what type of consumer and trade promotions were needed. The corporation's management wants to increase its participation in the fishing tackle business in order to meet the growth objectives of the Japanese parent corporation.S. Berman. V. and customer-service improvement in an insurance company. Breakeven analysis. examine some of its marketingrelated applications. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising.A. revenue management in a beer company. Spanish Version Author(s): Quelch. Geographic Setting: Chile Industry Setting: Fruit Company Size: mid-size Gross Revenues: $85 million sales Subjects: Agriculture. Kasturi. Customer relations. John F. Illustrates the problems and opportunities in making such a business grow.'s historic and current market position in the fishing tackle segment of the sporting goods business. They are to decide what variables they want to test and where they want to test them. Demands careful analysis of competitive conditions and consumer behavior. Publication Date: 12/06/1982 Product Type: Case (Field) Abstract: Describes Daiwa U. In addition. Marci K. and learn how to establish and maintain a data mining system. Consumer behavior.Marketing priced. Teaching Purpose: To illustrate the use of databases for marketing decision support. Marketing strategy. managers can take a look at important recent developments in data mining. and how does it differ from traditional statistical modeling? Along with finding the 10/30/10 117 answers here. Macy: A Case Study in Contrasting Strategies Author(s): Salmon.H.. The case reviews the major fund-raising programs in the development office and presents additional growth options. Barry Publication Date: 11/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: What is data mining. Multinational corporations. Marketing management. Companies that do not want to commit the financial and personnel resources to data mining can still secure many of its benefits through outsourcing. Publication Date: 05/19/1981 Revision Date: 08/27/1984 Product Type: Case (Library) Customer Service Department • 60 Harvard Way • Boston. Sandra. Martinez. David Wylie BH150 Title: Data Mining: On the Trail to Marketing Gold Author(s): Thelen. world-renowned Dana-Farber Cancer Institute constantly faces an operating shortfall and looks to its highly successful development office to help cover the deficit. They are also to design a complete test market. and what the trade and the safety razor division salesforce's reactions to the product would be. Health care. and devise a development strategy consistent with the mission and philosophy of the institute. 10p. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: The president of a large Chilean fresh fruit exporter is evaluating the marketing efforts of both his company and the Chilean fresh fruit industry in Europe in light of the 1992 Market Integration Program. it conducts a major capital campaign about every five years. Competition. exactly what sales and market share levels Daisy could expect. Walter J. (585008). Dew.. Marie Publication Date: 05/10/1999 Revision Date: 12/06/2007 Product Type: Case (Field) Abstract: Despite revenues in excess of $93 million in 1998. Bell. Salmon. by Walter J. Test markets Length: 22p 583084 Title: Daiwa Seiko K. assess the value of the new options. The development office raises money annually (with a $42 million goal for 1999) through its two major fund-raising arms: the Development Fund and the Jimmy Fund. Product introduction.A. Cady 599104 Title: The Dana-Farber Cancer Institute: Development Strategy Author(s): Rangan. Jon I. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 595064 Title: Database Marketing Exercises Author(s): Dhebar. Statistical analysis Length: 2p 502S40 Title: David Del Curto S. (500017).: Marketing Strategy in the United States Author(s): Cady. Consumer goods.

product innovation will weaken. and marketing's inability to document its contribution to business results. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities.. food companies have been recently accused of contributing to the growing problem of obesity. However. (4457BC) Container: How Inclusion. Includes a strategic. Revised (1983) by C. Mike Publication Date: 08/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: Although catering to our biological interests. Today. Polls & surveys. Product lines Length: 17p Customer Service Department • 60 Harvard Way • Boston. Ganesan. and legislation.. Marketing strategy. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. (579148). Industry Setting: Fast food industry. Argues that by itself. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. and Future Affects Consumer Thinking. there are profitable "win-win" solutions. ineffective marketing communications. Pricing strategy. accessories. Zaltman. and significance of the corporate marketing department. managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes." significant shifts in channel power. and the Interplay of Elements Affect Consumer Thinking. stature. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking.1 billion sales Subjects: Industrial markets. and me-too research and development. details of other museums in the area. Brian. multimillion-dollar move into the large bulldozer market as well as the pricing of tractors. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Demmler.95 Year New: 2007 577112 Title: Deere & Co.Marketing Abstract: During the 1970s. Huckabee. Although the situation appears perplexing. (4460BC) Control: How the Sense of Mastery. This case compares the strategies of Dayton-Hudson and R. there has been a marked drop in the influence. Growth strategy. Frank Publication Date: 02/01/1976 Revision Date: 12/31/1983 Product Type: Case (Field) Abstract: The executive director of De Cordova. Present. and Well-Being Affects Consumer Thinking. Should the museum provide a more diverse range of offerings to the local communities or expand its geographic coverage throughout Greater Boston to increase membership and exhibition attendance? Exhibits (13p) include sample promotional materials. Equilibrium.H. is evaluating future directions for the museum in its 25th year. placing the focus not on restoration of the corporate marketing function but on the rebuilding of marketing competence across the organization. Macy and examines their chances for continued superior results in the 1980s. fines. Food processing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2005 SMR176 Title: The Decline and Dispersion of Marketing Competence Author(s): Webster. and Other Boundaries Affect Consumer Thinking. and parts. Jr. major general merchandise retailers pursued different growth strategies with varying degrees of success. (4456BC) Journey: How the Meeting of Past. (4454BC) Balance: How Justice. Examines a series of in-depth interviews with leading marketing executives and CEOs to clarify the root causes of the decline. As a result. Product lines.. the disintegration of the marketing center is not a cause for concern. The consequences are not immediate. Benson P. and prices will be less robust. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Subjects: Department stores. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Publication Date: 02/01/1977 Revision Date: 12/15/1985 Product Type: Case (Field) Abstract: Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Strategic planning Length: 25p 576186 Title: De Cordova Museum Author(s): Lovelock. Lovelock CMR315 Title: De-Marketing Obesity Author(s): Wansink. marketing is often less of a corporate function and more a diaspora of skills and capabilities spread across the organization. Geographic Setting: United States Industry Setting: Construction industry Company Size: Fortune 500 Gross Revenues: $3. Geographic Setting: Massachusetts Industry Setting: Arts administration Subjects: Arts administration. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2005 4461BC Title: Deep Metaphors at Work: A Strategy for Workable Wondering-Understanding the Minds of Consumers 10/30/10 118 Author(s): Zaltman. Sales promotions. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. Frederick E. Lovelock. Marketing strategy. Christopher H. Strategic market planning Length: 26p Supplementary Materials: Teaching Note. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: If you want to overcome the deficit prevalent in consumer marketing and evidenced by failed product launches. you must learn to identify and engage the deep metaphors that govern the minds of consumers.: Industrial Equipment Operations Author(s): Shapiro. L. The research identifies eight distinct factors that contribute to marketing's waning influence--among them a worrying "short-termism. Suggests four key issues facing marketing management. the corporate brand will suffer. Diversification.H. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Vulnerability. Describes two hard-wired principles that influence food acquisition and consumption and identifies four reversible drivers of food consumption that marketers could use to help consumers better control what and how much they eat. Exclusion. but they are far-reaching: Absent a core of marketing competence. Shankar Publication Date: 07/01/2005 Product Type: SMR Article Abstract: In many companies. restrictions. and findings of a recent survey of De Cordova members and visitors. Gerald. but the decline of core marketing competence certainly is. the fact that marketing does continue to influence corporate strategy in some companies suggests there are opportunities and viable approaches for building marketing competence as a source of competitive advantage. by Christopher H. Alan J. Retailing.. Machinery. a successful suburban museum on the outskirts of Greater Boston. 9p. Malter.

They found that even though consumers know that products with more features are harder to use. Cellphone. and design market research in which consumers use actual products or prototypes. Kasturi Publication Date: 10/17/1995 Revision Date: 09/25/1996 Product Type: Case (Field) Abstract: Traces the evolution of the personal computer industry over the last 20 years and uses this as a backdrop to Customer Service Department • 60 Harvard Way • Boston. Roland T. They also pile on more features when given the chance to customize a product for their needs. Once consumers have actually worked with a product. you establish and communicate strategic points of comparability with your rival. enter new markets. (584127). But for nearly every new product launch.Marketing Supplementary Materials: Teaching Note. calculator. usability starts to matter more to them than capability. the products and services that support that identity. which consumers consistently choose. Debora Viana. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. The problem is that the more features a product boasts. Rangan. Publication Date: 02/01/2006 Product Type: HBR OnPoint Article Abstract: Consider a coffeemaker that offers 12 drink options. even though its prices. you establish and communicate your points of superiority relative to the new entrant. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. offer lessons for any company facing new and potentially damaging competition." the result of an almost irresistible temptation to load products with lots of bells and whistles. however. For managers in consumer products companies.. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. the harder it is to use. or should they limit the number of features to enhance the lifetime value of their customers? The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream. And there has been little research on how these defenders can use marketing to respond to new or anticipated threats preemptively. Hamilton. or gain share with existing products in their current markets. The strategies described here. With the first two. The author explains how Australian telecommunications company Telstra. V. For managers in consumer products companies. market entrant. Thompson. used a combination of the four strategies (plus the author's customer response model) to fend off market newcomer Optus. there is an incumbent that must defend its position. these findings present a dilemma: Should they maximize initial sales by designing highfeature models. Roberts outlines four basic types of defensive marketing strategies: positive. They found that even though consumers know that products with more features are harder to use. John H. or industry upstart grabbing market share. and FM radio. which consumers consistently choose. Roland T. All are examples of "feature bloat. Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: There has been a lot of research on marketing as an offensive 10/30/10 119 tactic--how it can help companies successfully launch new products. Publication Date: 02/01/2006 Product Type: Harvard Business Review Article Abstract: Consider a coffeemaker that offers 12 drink options." the result of an almost irresistible temptation to load products with lots of bells and whistles. Before choosing a strategy. calculator. All are examples of "feature bloat. The problem is that the more features a product boasts. Once consumers have actually worked with a product. on average. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. develop products that do one thing very well. Electronics industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 3439 Title: Defeating Feature Fatigue (HBR OnPoint Enhanced Edition) Author(s): Rust. and FM radio. inertial. Author(s): Narayandas. Consumer products. The authors also advise companies to build simpler products. with the second two. the harder it is to use. Telstra was prepared. Geographic Setting: Australia Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596058 Title: Dell Computer Corp. or should they limit the number of features to enhance the lifetime value of their customers? The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream. They also pile on more features when given the chance to customize a product for their needs. Thompson. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and your means of communicating it. 36p. a car with more than 700 features on the dashboard. Das. Rebecca W. Hamilton." or "featuritis. to reach deep into its pockets and engage in a price war. you need to assess the weapons you have available to protect your market position--your brand identity. Ultimately. help consumers learn which products suit their needs.50 Year New: 2006 R0511J Title: Defensive Marketing: How a Strong Incumbent Can Protect Its Position Author(s): Roberts. parity. however. and design market research in which consumers use actual products or prototypes. a car with more than 700 features on the dashboard. But the customer response model indicated that a parity strategy--in which Telstra would offer lower rates on some routes and at certain times of day. these findings present a dilemma: Should they maximize initial sales by designing highfeature models. and a mouse pad that's also a clock.. they initially choose high-feature models. were higher than its rival's--was more likely to prevent consumers from switching. Telstra was able to retain several points of market share it otherwise would have lost. The authors also advise companies to build simpler products. usability starts to matter more to them than capability. by Benson P. and a mouse pad that's also a clock. develop products that do one thing very well. Rebecca W. help consumers learn which products suit their needs. and retarding. though specific to Telstra's situation." or "featuritis. John H. they initially choose high-feature models. facing deregulation. Industry Setting: Automotive industry. for instance. Shapiro R0602E Title: Defeating Feature Fatigue Author(s): Rust. Then assess your customers' value to you and their vulnerability to being poached by rivals. Debora Viana.

Kasturi. Spanish Version Author(s): Rangan. Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. announced the return of Michael Dell. Jacquelyn S. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. how should it be configured? and 3) How should the product be priced? Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $12 billion revenues Subjects: Computer industry. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Kasturi. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984. its founder. Bell. Market selection Length: 24p Supplementary Materials: Teaching Note. Rosenstein. V. V. Product portfolio management Length: 22p 502S31 Title: Dell Online. Product development. Market positioning. Electronic commerce. strategic. 8p. Internet Length: 27p Supplementary Materials: Teaching Note. Spanish Version Author(s): Rangan. Dell Inc. and servers on storage products for a broad cross section of customers in the United States and worldwide. workstations. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael Dell's goal of achieving 50% of the company's anticipated $20 billion in sales by the year 2000 via Internet channels. Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007. (503040). 16p. V. A unit within Dell. Bell. Direct marketing. by V. by V. Direct marketing. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael Dell's goal of achieving 50% of the company's anticipated $20 billion in sales by the year 2000 via Internet channels. Marketing strategy. Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. and by 2000 had topped $25 billion in sales and over $2 billion in net income. the PC industry's average 30-year growth rate crashed to a negative 10%. and by 1997 had achieved a sales rate of $3 million a day. workstations. replacing Kevin Rollins in providing dayto-day leadership to the troubled PC Customer Service Department • 60 Harvard Way • Boston. Marie Publication Date: 03/02/1998 Revision Date: 03/26/1999 Product Type: Case (Field) Abstract: Dell started online commerce for its PCs in 1996. Dell Corp. 19p. Electronic commerce. Customer relations. Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996. The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced. Dell is now faced with a set of decisions on the product markets it needs to serve in order to sustain its growth profitably into the future. by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas. Kasturi Rangan. In the 4th quarter of 2000. Ali. May be used with: (502022) Dell--New Horizons.Marketing look at how Dell Computer Corp.. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry. Hong Iris. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984. (598146). Market positioning. plays a key role in the design positioning and pricing for the product line. price. grew from a small start-up to a multi-billiondollar company in a decade. called the Center for Competence.7 billion revenues Subjects: Computer industry. V. Market selection Length: 29p HKU682 Title: Dell: Selling Directly. Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan. to the position of CEO. however. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online.7 billion revenues Subjects: Computer industry. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. the PC industry's average 30-year growth rate crashed to a negative 10%. Distribution channels. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. however. Bell. and servers on storage products for a broad cross section of customers in the United States and worldwide. In the fourth quarter of 2000. Farhoomand. Dell must 10/30/10 120 make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. Presents data on the tradeoffs that the product developers must make with regard to the weight. Kasturi Rangan. and hardware specifications of the potential new product. this unit represents the voice of the customer in the product development and marketing process. (596098). Kasturi. Growth management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Globally (2007) Author(s): Wang. Growth management. Distribution channels. Ng. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. In many respects. International marketing. Marie Bell 503S30 Title: Dell--New Horizons. Bell. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. Kasturi. Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. International marketing. has achieved phenomenal growth. and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. and by 1997 had achieved a sales rate of $3 million a day. Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25.

Bell. Marie Publication Date: 10/13/1993 Revision Date: 02/24/1995 Product Type: Case (Field) Abstract: Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe. Geographic Setting: Europe. and Japan is preserved. as well as technological and competitive developments. Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets. notably China. Sales management Length: 15p 584046 Title: Dennison Manufacturing Co. Europe. Impending changes in the pharmaceuticals industry. Information services. Europe. may also impair the effectiveness of the model. Food. Dell was now facing an obvious challenge in turning itself around. Raymond Corey. the changing market conditions. Raymond. (HKU683). Constance M. further complicated by changing industry dynamics. Europe. Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets. Frank V.900 Gross Revenues: $418 million revenues Subjects: Agribusiness. Bell.: Customer Service Department • 60 Harvard Way • Boston. 8p. Publication Date: 10/21/1983 Revision Date: 06/16/1986 Product Type: Case (Field) Abstract: A manufacturing company must try to increase its market share in the fastener division in the face of an unprecedented decline in sales. Cespedes 597072 Title: Dendrite International (A) (Condensed) Author(s): Deighton. and the United States. Author(s): Arnold. Pauline Ng Year New: 2007 502042 Title: Delta Dairy S. The radical decision came after a turbulent year that saw a sharp decline in both market share and profitability. International marketing. Marketing management. (595092). Emerging markets. Once a high-flying success case with its revolutionary direct business-tocustomer model. The application of the model is dependent on many factors that are outside the control of the company. has successfully expanded into the Balkins through joint venture agreements in the ice cream sector. The focus on the pharmaceutical industry in the United States. E. availability of suitable staff--determines the market readiness of the country concerned. Japan. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product management.. Geographic Setting: United States. Impending changes in the pharmaceuticals industry. Marketing strategy. telecommunications infrastructure. should Dell unswervingly adhere to the direct model in the face of shifting market conditions. the division must develop new products and find new markets for them. Spanish Version Author(s): Cespedes. Japan Industry Setting: Software industry. Broader questions of expansion into other industries and the development of new products have been written out. Vassilaras. transportation networks. political climate.Marketing maker. have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. Marie Publication Date: 10/13/1993 Product Type: LACC Case Abstract: Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe. Japan. Sales management Length: 19p Supplementary Materials: Teaching Note. and which ended with Dell losing its leading position in the industry to Hewlett-Packard. Sales organization Length: 24p Supplementary Materials: Supplement (Field)..A. by E. Ali Farhoomand. Meanwhile. and the United States. globally and regionally? What are the strategies it should develop to conquer the world's second-largest PC market-China? Geographic Setting: China Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note. This is a management strategy case concerned with the applicability of the direct business-to-customer model in global expansion. Product management. by Frank V. Industrial goods Gross Revenues: $577 million assets Subjects: Distribution channels. have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. In addition. International marketing. United States Industry Setting: Pharmaceutical industry. Kinnear. Industrial goods. Distribution planning. Teaching Purpose: To examine market entry and development strategies in an emerging market context. The test is whether Dell can successfully apply its direct model in other markets with different social and economic contexts. as well as technological and competitive developments. George P. Information services. 2p. The firm's strategy has depended on being a full-service supplier to multinational firms. Marketing 10/30/10 121 strategy. 13p. Geographic Setting: Massachusetts Industry Setting: Fastener industry. Frank V. Software industry Gross Revenues: $30 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 594048 Title: Dendrite International Author(s): Cespedes. In order to do this. Geographic Setting: United States. such as consumer purchasing patterns and market growth patterns. Publication Date: 12/06/2001 Product Type: Case (Field) Abstract: Delta. Industrial markets. 584082 Title: Dennison Manufacturing Co.. (584082). Japan Industry Setting: Software industry. Marketing organization. Geographic Setting: Greece Industry Setting: Dairy industry Number of Employees: 2. the leader in the Greek dairy market. Marketing management. Marketing organization. David J. John Publication Date: 01/28/1997 Revision Date: 07/08/1998 Product Type: Case (Field) Abstract: This version has been shortened to concentrate on the issue of managing a long selling process and long post-sale account relationship. from which it took in 2003. The combined effect of these factors--such as physical infrastructure.: Fastener Division (A) Author(s): Corey. The firm's strategy has depended on being a full-service supplier to multinational firms. It is now considering whether to expand its product line in those markets or to continue market development by entering Poland. by Hong Iris Wang. International marketing. This requires a total re-evaluation of the present distribution system. Market entry Length: 29p 507S07 Title: Dendrite International. Japan.

Author(s): Salmon. the silo units are able to use their homegrown planning process. Market Customer Service Department • 60 Harvard Way • Boston. Subjects: Exports. 4) identifying and constructing effective channel alternatives. Erica Mina Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: To sell more goods.: Fastener Division (A).. Offers a framework for considering relevant factors that affect sales force deployment and criteria for measuring sales effectiveness and the conduct of field marketing efforts. and the results are predictably uneven and ad hoc.95 584056 Title: Developing Foreign Export as a Market Entry Strategy Author(s): Cady. 4) identifying and constructing effective channel alternatives. Distribution planning 10/30/10 Length: 12p 122 587174 Title: Designing Multinational Marketing Programs Author(s): Buzzell. and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable). Glover. firms. 5) quantifying the shortterm and long-term benefits and costs of each alternative. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements. Multinational corporations. In too many cases.D. E. Quelch. Subjects: Distribution. What is optimal is to have both a planning process and a supporting information system that are the same across silos--and this is where the CMO comes in. V. V. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Apparently sophisticated marketing firms often lack a common planning process across their silo units. Frank V. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Milberg AR Publication Date: 05/01/1978 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: This company is a specialty retailer of home furnishings. Walter J. Robert D. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note Abstract: Written for a module in the Marketing Implementation course (second-year MBA elective).Marketing Fastener Division (B) Author(s): Corey. and specifically on a proposal to increase the emphasis placed on furniture sales. International trade. 3) benchmarking existing channels (own as well as competitors'). Provides an illustrative application to demonstrate its managerial usefulness. This chapter describes some prototype silo planning processes and silo-spanning information systems that can serve as a model and point of departure for those attempting to develop or refine their own. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. Industrial markets. Sales management Length: 7p 578203 Title: Design Research. Buzzell and J. Marketing management. Kasturi Publication Date: 05/11/1994 Product Type: Note Abstract: Presents a framework and a method for addressing the new product channel choice decision. Prepared as a chapter of a book. Subjects: Marketing implementation. Subjects: Distribution channels. Sales organization Length: 2p F0509K Title: Denying the Urge to Splurge Author(s): Okada. The method requires extensive management participation to facilitate its implementation. and the process that firms go through in developing exportation as an innovative strategy. and Measuring Effectiveness Author(s): Cespedes.A. Industrial goods. Provides an illustrative application to demonstrate its managerial usefulness. Subjects: Distribution channels.S. Household products. Focus. The case focuses generally on the product mix sold in the stores. Carrey B Publication Date: 02/09/1984 Product Type: Supplement (Field) Abstract: Follow-up to the situation described in the (A) case. 2) obtaining and combining customers' (and key informants) evaluations of the channel functions.. John F. International marketing. Marketing organization. separate the necessities from the luxuries. John A. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements. by R. Spanish Version Author(s): Rangan. Katherine Publication Date: 11/03/1983 Product Type: Note Abstract: Summarizes much of what is known concerning the export development strategies of U. Kasturi Publication Date: 05/11/1994 Product Type: LACC Note Abstract: Presents a framework and a method for addressing the new product channel choice decision. Inc. 3) benchmarking existing channels (own as well as competitors'). Productivity. and the role of corporate and external "change agents" in stimulating exporting. 5) quantifying the shortterm and long-term benefits and costs of each alternative. Must be used with: (584046) Dennison Manufacturing Co. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $10 million sales Subjects: Furniture. Also addresses government's role in stimulating export strategies. Product life cycle Length: 8p 6283BC Title: Develop a Common Planning Process and Information System: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. Publication Date: 05/19/1987 Product Type: Note Abstract: Provides an overview of the elements of multinational marketing programs. Examines the determinants of exporting. Multinational Marketing Management: Cases and Readings. Retailing Length: 26p 506S35 Title: Designing Channels of Distribution. The method requires extensive management participation to facilitate its implementation. Quelch. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2005 590044 Title: Deployment. 2) obtaining and combining customers' (and key informants) evaluations of the channel functions. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 594116 Title: Designing Channels of Distribution Author(s): Rangan. Raymond. Distribution planning. Marketing management. Pricing. and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable)..

May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Advertising strategy. developing the appropriate skills. New Challenge. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. and younger drinkers who did drink Scotch were consuming less. and lowered the cost of treating depression and other mental illnesses. Describes several potential pitfalls that need to be avoided. (2580BC) Market Customization: Market Segmentation. Growing the Business: The Direct Selling Experience Author(s): Crittenden. Victoria L. Leo Burnett. William F. and Effective Resource Allocation.. lower alcohol beverages like wine. In early 1993.S. by Margaret L. and control an effective loyalty program. revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. a major brand of Scotch whisky. Prozac. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6. Provides a brief history of depression and the theories that led some scientists to pursue SSRIs. and providing high perceived value and supply. and Positioning.S. began to explore the opportunities for repositioning Dewar's to younger adults. It allowed depression to be treated by nonpsychiatrist physicians. 14p. Eli Lilly began to market Prozac. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. and regulatory opposition to drinking in the U. The issue is how to update the brand's image to attract younger consumers. implement. and beer. Interviews with direct selling executives have helped identify universally applicable sales force success variables: selecting the right individuals. May be used with: (596094) Dewar's (C): Exploring New Media Opportunities. leader in the Scotch category with a 15% market share. and other SSRIs that followed it. and Development. faced a declining market among traditional consumers of distilled spirits. Marketing management. Retention. maintaining their motivation. Klein. Barry Publication Date: 11/01/2006 Product Type: CMR Article Publisher: California Management Review Abstract: Despite the large number of firms offering loyalty programs and their high levels of consumer membership. the thoughtful marketing that went into the launch. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Abstract: Dewar's. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: With worldwide sales topping $85 billion. Its existing customer base was aging. Applications. Brands. in cooperation with the brand's longstanding advertising agency. Xu. However. Differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop. Given the growing societal. The brand manager faces the decision of planning the strategy for a repositioning or "recruitment" campaign for the brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2006 BME6 Title: Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly's Experience with Prozac Author(s): Eaton. generated by blockbuster drugs. produced by United Distillers of the U. substantially increased the number of depressed patients who had access to treatment.K. (2602BC) Branding: Differentiation that Customers Value. including product lawsuits and patent expirations. In addition. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. Self-employed individuals. many of these loyalty programs have not been successful. Consistency. IN Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note. Marketing strategy Customer Service Department • 60 Harvard Way • Boston. wine coolers.. and Pitfalls.. Geographic Setting: Indianapolis. drinking preferences had shifted away from distilled spirits to lighter. (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign.Marketing entry. Mark Publication Date: 02/25/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1987. Schieffelin and Somerset.. (2572BC) Competitive Analysis: Understand Your Opponents. (2629BC) Pricing It Right: Strategies. (BME6TN). Dewar's U. Strategic market planning Length: 25p 2599BC Title: Developing New Products and Services: The Marketer's Role Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Traditional market research techniques are applied to developing incremental updates on existing products. the marketing options were limited. (2564BC) Creating a Marketing Plan: An Overview.95 Year New: 2006 CMR354 Title: Developing an Effective Customer Loyalty Program Author(s): Berman. the scope and scale of direct selling warrants greater understanding of its chief asset: the sales representative. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596076 Title: Dewar's (A): Brand Repositioning in the 1990s Author(s): Silk. (2637BC) Integrated Marketing Communications: Creativity. (2610BC) The Right Customers: Acquisition. it is imperative for direct selling firms to implement programs that aid in finding and keeping strong individual sellers. importer.. Prozac quickly became the biggest selling drug in the history of the pharmaceutical industry. This chapter concentrates all of these options and defines the marketer's role in each. Margaret L. Targeting. Crittenden. (2645BC) Interactive Marketing: New Channel. Eaton Year New: 2006 BH157 Title: Developing the Sales Force. Big World. and the U. the first available drug in a new class of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). With an independent sales force framework. Alvin J. legal. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Emphasizes the management difficulties. Covers Lilly's uncertain development of Prozac. Consumer marketing. Lisa R. these reps 10/30/10 123 are instrumental to their firms' success and growth. (2653BC) Marketing Across Borders: It's a Big. Explores the history of Prozac and the factors that combined to make it the best-selling drug of all time. and the company's postlaunch marketing strategies as the drug became widely used.S. market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. Beverages.

. Geographic Setting: Massachusetts Industry Setting: Chemical industry Event Year Start: 1959 Event Year End: 1959 Subjects: Chemicals. redemptions. and lapses were occurring at an alarming rate. pull marketing strategies. as well as several other lower technology media alternatives. Hulland. This erosion of the company's client base also meant that sales agents (who worked solely on commissions) were not only losing clients. as its first experiment with new media. Although the concept appears to have good potential. the Asian financial crisis had resulted in a massive devaluation of the rupiah in terms of the U. and social chaos. Brands. the company needs to persuade both groups that the added convenience of Dexit justifies a transaction fee. which has experienced little to no growth. Philip R. (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. Jr. by Robin Ritchie Year New: 2005 99A022 Title: Dharmala Manulife: A Marketing Strategy Author(s): Hulland. Advertising strategy. Food.. Sales strategy Length: 21p Supplementary Materials: Teaching Note. Launch. Marketing strategy. effectiveness and efficiency. Mollie H. The situation is complicated by the fact that action is needed on two fronts: Dexit must not only recruit end consumers for the service. 10p. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. McDonald. Geographic Setting: Indonesia Industry Setting: Insurance industry Company Size: large Subjects: Asia.Marketing Length: 29p 596085 Title: Dewar's (B): Preliminary Results of the Repositioning Campaign Author(s): Silk. Carter. dollar-denominated policies had become prohibitively expensive almost overnight. The company had committed resources to a new CD-ROM magazine. Marketing strategy Length: 2p 596094 Title: Dewar's (C): Exploring New Media Opportunities Author(s): Silk. Marketing management. Alvin J. Consumer marketing. Lisa R. by John S. Everatt. faced a significant disruption to operations due to social unrest in Jakarta.S. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and its gradual introduction on a region-by-region basis. (596094) Dewar's (C): Exploring New Media Opportunities. demonstrates the concept of value to the customer. Product introduction. Given the external situation. Insurance. and longterm impact on the brand's two target markets. Policy surrenders.. Beverages. Marketing strategy. it is under pressure to operate as efficiently as independent handlers. Diamond is evaluating its high-margin consumer branded business. Marketing strategy Length: 23p R0305H Title: Diamonds in the Data Mine Customer Service Department • 60 Harvard Way • Boston. (805A02). Marketing strategy Length: 16p 506084 Title: Dewey & Almy Chemical Division Author(s): Matthews. Donna Publication Date: 01/01/1999 10/30/10 124 Revision Date: 01/27/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The president director of Dharmala Manulife. (899A22). Jamie Prusak must now decide how to evaluate these new opportunities. recent test market failures of two similar offerings suggest that success is far from guaranteed. Marketing management. a large. Cooperatives. Publication Date: 11/12/1996 Product Type: Case (Field) Abstract: Diamond Walnut Growers is the largest walnut marketer in the world. Sales management. Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. Pension funds. During 1994. John B. in 1994. Publication Date: 03/27/1996 Revision Date: 10/31/1997 Product Type: Case (Field) Abstract: Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. successful Canadian-Indonesian joint venture life insurance company. Product development. Publication Date: 03/27/1996 Revision Date: 11/05/1997 Product Type: Case (Field) Abstract: Dewar's is considering employing new media options. Market research. Alvin J. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns.S. the president director and his senior management team were forced to develop effective strategic marketing decisions. in terms of costs. Klein. and the low-margin but rapidly growing industrial business to determine its strategy regarding each. Moreover. Consumer marketing. Ray A. Advertising strategy. Product lines Length: 9p 905A02 Title: Dexit--A Marketing Opportunity Author(s): Ritchie. The chief executive officer is faced with some critical target market and marketing mix decisions as she prepares for launch. Publication Date: 04/11/1961 Revision Date: 04/23/1985 Product Type: Case (Field) Abstract: Describes management's considerations in pricing a new product. John S. Lalani. Canada. Geographic Setting: United States Industry Setting: Agriculture industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Agribusiness. but were also facing a tremendous challenge in writing new policies in light of the economic. Lisa R. Because paying with cash is free. the polyfibron blanket.. political.. Beverages. Donna Everatt 597048 Title: Diamond Walnut Growers Author(s): Goldberg. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s. premiums on U. Klein. a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM "digizines" and World Wide Web sites. Robin.. and provides a basis for discussing push vs. Reinforces the importance of solid consumer analysis when selecting a target market. Thus. dollar. Brands. 16p. As a grower-owned cooperative. Sohail Publication Date: 04/04/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Dexit is a new electronic payment system that offers a convenient alternative to cash for small-value retail transactions. it also must convince merchants to install the payment terminals. Pricing strategy. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s.

May be used with: (599056) The ZMET Research Process. Building a brand and generating positive word of mouth are central to the marketing plan decision. but at least 26 potential markets have been identified. Kerry Publication Date: 11/09/2001 Revision Date: 03/21/2002 Product Type: Case (Field) Abstract: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. Gary W. Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data. Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data. Marketing planning. Dew. But the technology also raises concerns over privacy issues. Marketing strategy Length: 9p List Price: $6.. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device. Gary W. It boasts the most devoted clientele in the casino industry. it used decision-science-based analytical tools and database marketing. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Walter J. FL Subjects: Advertising strategy. Food. Building a brand and generating positive word of mouth are central to the marketing plan decision. a business notorious for fickle customers. in addition. Technology Length: 20p 502S41 Title: Digital Angel. Market segmentation.50 NEW 502021 Title: Digital Angel Author(s): Moon. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Market research Length: 56p 591002 Title: Direct Product Profitability at Hannaford Brothers Co. and the benefits of the product are complex and challenging to communicate. Harrah's identified its best customers--who were not typical high rollers--and taught them to respond to the casino's marketing efforts in a way that added to their individual value. Pricing. Marci K. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. Walter J. running experiments using customer information. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing planning. and using the findings to develop and implement marketing strategies that keep customers coming back for more. provides GPS location information and monitors heart rate and body temperature via body sensors. FL Subjects: Advertising strategy. Harrah's has recorded 16 straight quarters of same-store revenue growth. Youngme. Subjects: Customer relations. Publication Date: 05/01/2003 Product Type: Harvard Business Review Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business. and the benefits of the product are complex and challenging to communicate. In this article. it used decision-science-based analytical tools and database marketing. Product introduction. Since 1998. May be used with: (184048) Controls at the Sands Hotel and Casino. Geographic Setting: Palm Beach. Geographic Setting: Palm Beach. Consumer behavior.. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device. Kerry 10/30/10 125 Publication Date: 11/09/2001 Revision Date: 03/21/2002 Product Type: LACC Case Abstract: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. Product introduction. Youngme. running experiments using customer information. The company's customer preference data were collected through its Total Rewards incentive program. but at least 26 potential markets have been identified for the product. The device. It boasts the most devoted clientele in the casino industry. Author(s): Salmon. Retailing Length: 15p 500083 Title: The Dimensions of Brand Equity for Nestle Crunch Bar. Marketing information systems. A Research Case Author(s): Zaltman. Gwendolyn K. Customer retention. Innovation. provides GPS location information and monitors heart rate and body temperature via body sensors. But the technology also raises concerns over privacy issues. Harrah's identified its best customers--who were not typical high rollers--and taught them to respond to the casino's marketing efforts in a way that added to their individual value. but it is the most profitable gaming company in the United States. Publication Date: 10/19/1990 Revision Date: 06/22/1992 Product Type: Case (Field) Abstract: Concerns the pioneering use Customer Service Department • 60 Harvard Way • Boston. a watch and pager worn in combination. Geographic Setting: United States Industry Setting: Retail industry Subjects: Department stores. Pricing strategy. Marketing planning. a business notorious for fickle customers. Market segmentation. Spanish Version Author(s): Moon. Harrah's has recorded 16 straight quarters of same-store revenue growth. Product development. in addition. Herman. Publication Date: 05/01/2003 Product Type: HBR OnPoint Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business. and using the findings to develop and implement marketing strategies that keep customers coming back for more. Customer retention. Marketing planning. Subjects: Customer relations. Product development. Marketing information systems. Publication Date: 10/05/1992 Product Type: Case (Library) Abstract: Discusses how a department store retailer changed its pricing policy. Since 1998. a watch and pager worn in combination. New product marketing.Marketing Author(s): Loveman. The device. Technology Length: 22p 593040 Title: Dillard's Department Stores Author(s): Salmon. Marketing strategy Length: 8p NEW 3647 Title: Diamonds in the Data Mine (HBR OnPoint Enhanced Edition) Author(s): Loveman. Ortmeyer. but it is the most profitable gaming company in the United States. Customer service. In this article. New product marketing. Consumer marketing. Innovation. Customer service. Gerald Publication Date: 01/27/2000 Product Type: Miscellaneous Educational Material Abstract: An in-depth study of consumer thoughts and feelings about a branded candy bar. Industry Setting: Food industry Subjects: Brand equity. Herman. Consumer marketing. The company's customer preference data were collected through its Total Rewards incentive program.

Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns. Shaun Publication Date: 09/17/1998 Revision Date: 07/02/1999 Product Type: Case (Field) Abstract: A South African health insurance company grapples with designing a financially viable coverage solution for a new prescription drug treatment for male impotence. Pricing policy. Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch. Insurance. can still be a powerful tool. Insurance. there are still many ways to deftly raise effective prices and increase market share. assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market. raise invisible prices. Ian C. 3p. May be used with: (599046) Discovery Health (A). David E. May be used with: (599047) Discovery Health (B). Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. Incentives. Focuses on the strengths and weaknesses of Hannaford's use of Direct Product Profit and the opportunities and obstacles in the way of the improvement and extension of the Direct Product Profit system. move prices in smaller increments. Marketing planning. at the item level. link future purchases to current transactions. Laura Publication Date: 12/13/2006 Revision Date: 01/25/2007 Product Type: Case (Field) Abstract: In an effort to capture market share in the children's foods category. Disney Consumer Products (DCP) Customer Service Department • 60 Harvard Way • Boston. Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter. Subjects: Marketing management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Supermarkets Length: 27p Supplementary Materials: Teaching Note. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan. Growth strategy. Publication Date: 10/04/1995 Revision Date: 10/10/1996 Product Type: Case (Field) Abstract: The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. 5p. which may require that each component be compromised to serve the needs of the whole. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits. It helps companies see that a product may have different salient attributes for different customer segments. (599051). (595120). Geographic Setting: Europe. Marketing organization. unbundle benefits. Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun. change the price effectiveness period. International marketing. Rita Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: A successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. With the hidden power of pricing. follow the leader. Product design. use discounts strategically to build relationships with desirable clients). John A. Winig. match price moves to the market. if wielded wisely. (599051). Shaun Publication Date: 09/17/1998 Revision Date: 06/30/1999 Product Type: Case (Field) Abstract: A South African health insurance company undertakes a redesign of its prescription drug coverage policy in light of its experiences with Prozac.. 7p. But sometimes the customers themselves do not know what is in their minds. Distribution planning. Entertainment industry. seek out segments that will tolerate higher prices). all of the variable costs associated with each item that is sold. Subjects: Consumer behavior. Health insurance. Matisonn. Samuel. a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. Middle East Industry Setting: Consumer products. Retail industry Gross Revenues: $1. Market research. shift some of the price to suppliers). Marketing management. and exploiting patterns common in other difficult markets (price against the leader. offer alternative service levels and price points. substitute components of the price.4 billion revenues Subjects: Consumer goods. David V. Industry Setting: Retail industry Subjects: Accounting procedures. Health insurance. Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell. Product design. Subjects: Competition. Gunther McGrath. Market segmentation. Pricing. A simple tool called the ACE (Attribute Categorization and Evaluation) Matrix can help managers understand customers' behavior and bring hidden product attributes to the surface. Incentives. Geographic Setting: South Africa Industry Setting: Health care industry 10/30/10 126 Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. by John A. Samuel. by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun. But a better approach is to "systems engineer" a campaign. building more subtlety into the pricing process (set prices selectively rather than across the board. which is resistant to across-the-board price increases. Retailing. by David E. by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein. South Africa Length: 4p Supplementary Materials: Teaching Note. Middle East Length: 17p Supplementary Materials: Teaching Note. Marketing strategy.. Pricing. (598125). The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. Matisonn. 7p.Marketing of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but. South Africa Length: 16p Supplementary Materials: Teaching Note.

In answer to a global obesity epidemic. the program must have: (1) a direct or indirect effect. other multinationals can. Kasturi. V. Carlos. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. based on a review of behavioral loyalty research. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. For any loyalty program to be effective. Customer retention. 5p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and (3) timing--when rewards are available. Winig. The authors suggest ways to design an effective program: ensure that it enhances the value proposition of the product or service.Marketing debuted a broad line of "better for you" foods. The authors present a framework to facilitate such an analysis and to help form effective marketing plans. such as the General Motors rebate scheme that builds up savings toward a new car. Uncles. Marketing strategy. Therefore. Subjects: Brands. for instance. Nonprofit marketing. (2) a perception of value. in terms of either money or some other measure (difficulty. such as cash. say the authors. Marketing management Length: 7p 96308 Title: Do Better at Doing Good Author(s): Rangan. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. in quitting smoking). Subjects: Distribution channels. the authors posit that the schemes do not fundamentally alter market structure and. Mark Publication Date: 07/01/1997 Product Type: SMR Article Abstract: A company that initiates a customer loyalty program usually wants to retain existing customers. What goes wrong? How can the initiatives be presented more effectively? Analyzing the costs and benefits of the proposed change from the perspective of the targeted community can help marketers answer those questions. Sheryl K. and encourage customers to buy its other products as well. When the proposed change involves a high cost. Marketing strategy Length: 14p Year New: 2005 Customer Service Department • 60 Harvard Way • Boston. ranging from fresh fruits and vegetables to frozen meals. But. Subjects: Advertising campaigns. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 SMR031 Title: Do Customer Loyalty Programs Really Work? Author(s): Dowling. especially for online businesses. and consider the market conditions when planning. conventional marketing methods--such as those used for marketing consumer goods--can be effective. Paul M. increase the potential value of existing customers. Rodriguez. Research shows that only about 10% of buyers for many types of frequently purchased consumer goods are 100% loyal to a particular brand over a one-year period. the social marketer's job becomes harder. (5-508-078). Customer relations. Social marketers face their greatest challenge in cases where the cost is high and the personal benefit is intangible. and employ simple technology. Social enterprise Length: 8p 127 F0611E Title: Do Customer Communities Pay Off? Author(s): Algesheimer. it must leverage the value of the product to the customer. maintain sales levels and profits. Spanish Version Author(s): Bell. Julio Publication Date: 04/01/2008 Product Type: Harvard Business Review Article Abstract: Coca-Cola developed a distribution model for emerging markets by learning how its Peruvian bottler succeeded in the mom-and-pop channel. David E. processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space? Geographic Setting: United States Industry Setting: Entertainment industry Gross Revenues: $65 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2006 F0804D Title: Distribution Lessons from Mom and Pop Author(s): Niezen.. Grahame R. Consumers do not buy only one brand. Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: In spite of top-notch efforts. Robert J. The tenets: Turn wholesalers into distributors. Loyalty. fully cost the program. increase market expenditures without really creating any extra brand loyalty. by David E. Disney--and by extension. Geographic Setting: Latin America Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 585045 Title: Distribution Policy Author(s): Dolan. Karim. When the proposed behavior change involves little cost to the targeted community and provides a significant personal benefit. The more delayed the reward. the less powerful. processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space? Geographic Setting: United States Industry Setting: Entertainment industry Gross Revenues: $65 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. ranging from fresh fruits and vegetables to frozen meals. Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: New research says they do. instead. through a partnership with Kroger supermarkets. Consumer behavior. Disney Consumer Products (DCP) debuted a broad line of "better for you" foods. maximize the buyer's motivation to purchase again. Mary Shelman Year New: 2006 9-508-S23 Title: Disney Consumer Products: Marketing Nutrition to Children. Dholakia. many social-change initiatives fail. Rene. Disney--and by extension.. Sandberg. 10/30/10 Nonprofit organizations. Laura Publication Date: 12/13/2006 Product Type: LACC Case Abstract: In an effort to capture market share in the children's foods category. In answer to a global obesity epidemic. Publication Date: 09/14/1984 Revision Date: 10/30/1992 Product Type: Note Abstract: Presents some fundamental principles of channels of distribution management. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Bell. PepsiCo has taken a page from the same playbook. too. Sohel. in spades. through a partnership with Kroger supermarkets. use IT to link and control distributors.

Author(s): Lal. A rewards program needs to share value in proportion to the value the customer loyalty creates for the company. Silicon Valley. they are widely misunderstood and often misapplied. Competition. Corporate responsibility Length: 17p Year New: 2005 502S02 Title: Dominion Motors & Controls Ltd. and convenience. and how they want it--and technology now makes it possible for companies to give it to them. They want exactly what they want--when. Delineates the key factors that are likely to moderate the extent to which the inputs lead to the internal outcomes and the internal outcomes lead to the external ones. Sen. Growth strategy. then take into account the five elements that determine value to a customer: cash value. and a one-to-one marketer that elicits information from each customer. But they end up bombarding their customers with too many choices. New economy. Information technology.. Some businesses choose to band together with others in a rewards network. Explores the strategic 10/30/10 128 options in market policy for the company.50 95307 Title: Do Rewards Really Create Loyalty? Author(s): O'Brien. Richard Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Arthur Levitt. awareness.g. Joseph. General Motors. and How Consumers Respond to Corporate Social Initiatives Author(s): Bhattacharya. Information age. Rogers. aspirational value. whether consumers or businesses. by Rajiv Lal 578073 Title: Docutel Corp. relevance. The process of acquiring those skills will bind producer and consumer together in what the authors call a learning relationship--an ongoing collaboration to meet the customer's needs over time that will continually strengthen their bond. They try to churn out a greater variety of goods and services and to tailor their messages to ever finer market segments. Software Length: 26p Supplementary Materials: Teaching Note. Financial services. monotonic relationships between CSR and consumer purchase behavior evident in marketplace polls. Sean Publication Date: 09/18/2001 Revision Date: 04/10/2002 Product Type: Case (Field) Abstract: Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor. Market share. implementation. Spanish Version Author(s): Corey. Rajiv. Biggadike. Strategic market planning. Peppers. Computer industry. Subjects: Management communication Length: 1p List Price: $4. Documentum. Sales strategy. This framework can help guide companies in formulating and implementing their CSR initiatives as well as measuring the effectiveness of these initiatives. New product marketing. Unfortunately. Marketing organization. why. Marketing planning. Marketing strategy. rewards programs are gaining popularity. Geographic Setting: Silicon Valley Industry Setting: Software industry Company Size: start-up Number of Employees: 20 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management. Marketing implementation. Market research. this article proposes a more complex. attitudes. do not want more choices. Product portfolio management Length: 12p BESTSELLER 502026 Title: Documentum. Don. Why. (503035). purchase. Customer retention. Articulates both the internal outcomes (e. word of mouth. Marketing strategy. C. Louise. talks with HMCL about his tricks for making speeches and getting audiences involved. Derek F. and effectiveness estimation of CSR strategies are currently scarce. attachment) and external outcomes (e. B. insights into the optimal formulation. Subjects: Customer relations. Customization. Any company can attain access to the full set of capabilities. State Farm. Inc.. The authors detail the ways American Express. Ralph Publication Date: 10/25/1977 Revision Date: 02/22/1984 Product Type: Case (Field) Abstract: Docutel pioneered the manufacture and marketing of automatic customer activated tellers for banks and currently holds 80% of the market. Strategic planning Length: 22p CMR295 Title: Doing Better at Doing Good: When. Customer service. Subjects: Consumer behavior. Marketing management. choice. contingent model of consumer responses to CSR. but also the consumer and the CSR issue/cause. Martha Publication Date: 03/01/1995 Product Type: Harvard Business Review Article Abstract: Customers... 9p. Geographic Setting: United States Industry Setting: Automated teller machine Company Size: small Subjects: Banking. Marketing strategy. Air Miles. MCI. Most managers continue to view the world through the twin lenses of mass marketing and mass production. But few companies are exploiting that potential. and others are building customer loyalty. Saks Fifth Avenue. Marketing strategy Length: 8p 95209 Title: Do You Want to Keep Your Customers Forever? Author(s): Pine. Lanagan.Marketing C0203C Title: Do I Hear a Question? Author(s): Bierck. Market selection. Sankar Publication Date: 11/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Although companies are devoting significant resources to corporate social responsibility (CSR) initiatives. Rewards can and do build customer loyalty. Subjects: Customer relations. E. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer marketing. Charles Publication Date: 05/01/1995 Product Type: Harvard Business Review Article Abstract: Although reviled in the business press as short-term fads. Takes an in-depth look at when. (Condensed) Author(s): Abell. loyalty) of CSR initiatives for not just the company. and how CSR works from a consumer's perspective. Jones..B. The company now faces competition from several larger firms which have entered the industry.g. where. II. A company that aspires to give customers exactly what they want must use technology to become two things: a mass customizer that efficiently provides individually customized goods and services. A company must first make sure that its rewards align with company capabilities. Neiman Marcus. former chairman of the Securities and Exchange Commission. In contrast to the simple. Raymond Publication Date: 06/06/1989 Revision Date: 09/23/1992 Product Type: LACC Case Abstract: The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping Customer Service Department • 60 Harvard Way • Boston.

A rewritten version of an earlier case. Pricing strategy. Product lines. Jack G. a human resource executive at PricewaterhouseCoopers. Daniel H. low-cost metaphors. Doing this. Author(s): Corey. low-cost metaphors. CEO of talent consulting firm Aquent. Product planning & policy Length: 8p F0506J Title: Don't Blame the Metrics Author(s): Clancy. (589119). gets word that someone is now poaching in his territory. Richard Phelps. Industrial markets. Barton Brady. Market segmentation. reduce the price on the current design. 8p. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada. and continuing consumer disenchantment with traditional retailers. which has started offshoring production to Ireland and will soon flood the market with highquality. Wrench. Machinery.S. Machinery. no longer available. CEO of talent consulting firm Aquent. Product planning & policy Length: 9p Supplementary Materials: Teaching Note. John Chuang.S. by E. requires an education system that nurtures creativity. Retailing Length: 8p R0809Z Title: Don't Try This Offshore (Commentary for HBR Case Study) Author(s): Brown. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. Pink. Pricing strategy. Traditional department stores and discount chains are challenging the success of offpricers by competing. Raymond Publication Date: 06/06/1989 Revision Date: 09/23/1992 Product Type: Case (Field) Abstract: The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping motors because a major customer. reduce the price on the current design.-1980 Author(s): Shapiro. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada. Charlie Wrench. John Chuang. Publication Date: 05/01/1985 Product Type: Harvard Business Review Article Abstract: Off-price retailing's recent growth came from the demise of fairtrade laws. Corey. A central issue is whether to make a special purpose motor for this market. Market share. Market segmentation. John. Industrial markets. Chuang. having tested several competing motor brands.R. Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. Industrial markets. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p R0809A Title: Don't Try This Offshore (HBR Case Study and Commentary) Author(s): Brown. Subjects: Innovation Length: 1p Year New: 2005 85309 Title: Don't Discount Off-Price Retailers Author(s): Kaikati. Geographic Setting: Canada Industry Setting: Machinery industry Gross Revenues: $54 million sales Subjects: Canada. Barton Brady.Marketing motors because a major customer. or contest the test results. Stephen. finds a competitor's motor to be superior. citizens to protest the country's current immigration policy. Randy L. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. gets word that someone is now poaching in his territory. Chuang. A central issue is whether to make a special purpose motor for this market. Market share. Phelps. who need service providers to display a powerful combination of right-brain and left-brain skills. he writes. Distribution channels. E. Does this move confirm Brady's fear that the U. Does this move confirm Brady's fear that the U. Wrench. John. Pink. adverse economic conditions. This is an updated version of Dominion Motors and Controls Ltd. But the head of SA.. argues that contrary to the prevailing view of many in the West. no longer available. requires an education system that nurtures creativity. writes that Brady Customer Service Department • 60 Harvard Way • Boston. Raymond Corey 580149 Title: Dominion Motors & Controls Ltd. having tested several competing motor brands. which has started offshoring production to Ireland and will soon flood the market with highquality. Pricing strategy. an author and consultant. which makes it difficult for companies to import top talent. the CEO of brand and design consulting firm Landor Associates. workers in emerging economies are equal to the demands of creative work.S. finds a competitor's motor to be superior. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. A rewritten version of an earlier case. Clancy and Randy L. Franchising. Daniel H. Daniel H. Product planning & policy Length: 10p 589115 Title: Dominion Motors & Controls Ltd. But the head of SA. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Competition. or diversifying by starting their own similar outlets.. by E. Publication Date: 05/01/1980 Revision Date: 09/10/1984 Product Type: Case (Field) Abstract: The management of Dominion must decide whether to produce a special purpose motor for a special application. he writes. by the same author. strong demand for widely recognized brands. Pink. Industry Setting: Retail industry Subjects: Brands. Phelps. says SA should move to higher ground--to find new ways to 10/30/10 129 differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients. Doing this. Richard. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. avoiding conflict. Machinery. Stone. by the same author. or contest the test results. says SA should move to higher ground--to find new ways to differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. It's the lowrent operation Tropes R Us. Daniel H. Marketing strategy. Benson P. Stephen. Competition. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. say consultants Kevin J. It's the lowrent operation Tropes R Us. Kevin J.. Richard. writes that Brady could rally U. Pink. Stone. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: Improved measurement methods show marketing is losing its magic. an author and consultant. Brady should also broaden the definition of SA's business.

5p. says SA should move to higher ground--to find new ways to differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. Barton Brady. advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients. citizens to protest the country's current immigration policy. citizens to protest the country's current immigration policy. the CEO of brand and design consulting firm Landor Associates. who need service providers to display a powerful combination of right-brain and left-brain skills. Sales management. Small business Length: 22p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Printing industry Company Size: small Gross Revenues: $10 million assets Subjects: Marketing implementation. Industry Setting: Advertising industry Subjects: Advertising. which makes it difficult for companies to import top talent. Marketing organization. Nelson. Does this move confirm Brady's fear that the U.5 million. Doing this.S. it became the focus of a privacy furor. Brady should also broaden the definition of SA's business. CEO of talent consulting firm Aquent. Stephen Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients. but DoubleClick had the advantage of an early start and a large installed base of clients. Management is seeking methods of increasing sales profitability. argues that contrary to the prevailing view of many in the West. Consumer marketing. an author and consultant. and the vice president of the company must consider whether and how to increase the size of the sales force. Richard Phelps. gets word that someone is now poaching in his territory. searching for growth in maturing consumer markets. But promotions actually mean price reductions. and expanded its portfolio to cover entries into a number of sectors beyond the Customer Service Department • 60 Harvard Way • Boston. May be used with: (R0809Z) Don't Try This Offshore (Commentary for HBR Case Study). Daniel H. Charlie Wrench.S. requires an education system that nurtures creativity. by Frank V. a human resource executive at PricewaterhouseCoopers. by John Deighton 501085 Title: DoubleClick Buys Abacus (B) Author(s): Deighton. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p R0809X Title: Don't Try This Offshore (HBR Case Study) Author(s): Brown. Author(s): Cespedes.P. The loss of profits can be severe. he writes. Publication Date: 11/04/1987 Revision Date: 08/10/1989 Product Type: Case (Field) Abstract: Dorio Printing Co. which makes it difficult for companies to import top talent. the CEO of brand and design consulting firm Landor Associates. Richard Phelps. John Chuang. Frank V. which has started offshoring production to Ireland and will soon flood the market with highquality. Shapiro and W. Must be used with: (500091) DoubleClick Buys Abacus (A). is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. writes that Brady could rally U. Sales promotions Length: 8p 500091 Title: DoubleClick Buys Abacus (A) Author(s): Deighton. manufacturers. (591039). When DoubleClick modified its privacy declaration to allow it to use the full potential of its combined database however.Marketing could rally U. John Philip Publication Date: 09/01/1990 Product Type: Harvard Business Review Article Abstract: Many U. who need service providers to display a powerful combination of right-brain and left-brain skills. Brady should also broaden the definition of SA's business. have shifted their 10/30/10 130 emphasis from advertising to sales promotions. low-cost metaphors. is a $10. Marketing management. Advertising strategy. Internet Length: 5p 508047 Title: Dove: Evolution of a Brand Author(s): Deighton. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .S. A rewritten version of an earlier case by B. Cespedes 90505 Title: The Double Jeopardy of Sales Promotions Author(s): Jones. Charlie Wrench. because it brought together Web surfers' online and offline identities. Promotions bring volatile demand. and maximize the sales potential of a firm pursuing a high-quality/highcost marketing strategy in a market with limited potential. family-owned firm with static sales. John Publication Date: 04/26/2000 Revision Date: 06/11/2001 Product Type: Case (Field) Abstract: By acquiring Abacus. 12p. whereas the producer seeks stable demand. Several competitors had developed advanced systems for serving ads on the web. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. workers in emerging economies are equal to the demands of creative work. Geographic Setting: United States Industry Setting: Advertising industry Gross Revenues: $400 million revenues Subjects: Advertising.S. (501085). Printing.P. Pink. Industry Setting: Advertising industry Subjects: Advertising. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Internet Length: 16p Supplementary Materials: Supplement (Field). John Publication Date: 06/01/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. workers in emerging economies are equal to the demands of creative work. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 588034 Title: Dorio Printing Co. John Publication Date: 10/10/2007 Revision Date: 03/25/2008 Product Type: Case (Field) Abstract: Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand. redirect or redeploy the company's current sales efforts. The case also demonstrates several different selling approaches. DoubleClick won the power to serve ads with unprecedented precision. a human resource executive at PricewaterhouseCoopers. But the head of SA. Theme advertising that seeks to sustain a brand's image and build customer loyalty can actually help stabilize demand. It's the lowrent operation Tropes R Us. argues that contrary to the prevailing view of many in the West.

Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns. Food. Stephen A. China. and the role of print and television advertising as well as events sponsorship. Paul W. to examine the continuity of Customer Service Department • 60 Harvard Way • Boston. The result is the controversial Real Beauty campaign. (899M05). however. 13 min. Hance. to manage controversy. by John Deighton Year New: 2007 583165 Title: Downtown Indianapolis Rejuvenation Project Author(s): Salmon. by John Deighton. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $50 billion revenues Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. Publication Date: 03/03/1999 Revision Date: 03/14/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: By 1996. and particularly social network media like YouTube... Geographic Setting: Indianapolis. IN Industry Setting: Retail industry Subjects: Retailing. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy. Chip Publication Date: 11/30/1988 Revision Date: 02/10/1989 Product Type: Case (Field) Abstract: Describes a small premium winery located in northern California trying to decide how to expand operations and in which direction. Farris. the nonstick market overall represented 2% of the Chinese cookware market. Includes target audiences. Household products. In particular. 10/30/10 Germany. Moreover. Alice M. magnitude and feasibility of redeveloping downtown Indianapolis as a major retail magnet. 13 min. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2007 589072 Title: Dry Creek Vineyard Author(s): Goldberg. Product positioning. 9p. These firms consider technology licensing a strategic activity. distribution channels. Along with the trend towards open innovation. Expansion. (5-508-705). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Neupert 593023 Title: Du Pont: Corporate Advertising for 1992 Author(s): Greyser.. The development causes the brand team to take a fresh look at the cliches of the beauty industry. which may include all technology assets and which goes far beyond the marginal activity of commercializing residual technologies. Case Video. Also includes Du Pont's approach to evaluating its corporate advertising. by Kent E. Risk management Length: 31p 576069 Title: Du Darfst (A) Author(s): Greyser. budget considerations. If Du Pont decided to take a different role in the market. Ulrich Publication Date: 08/01/2007 Product Type: CMR Article Publisher: California Management Review Abstract: In the past. The strategic drivers strengthen the interdependencies between internally and externally commercializing technology. Geographic Setting: China Industry Setting: Chemical industry Company Size: large Subjects: Brands. Stephen A. most industrial firms focused on applying technology assets in their own products and services. (508704). but it would require new efforts. Dupont's decision represented a move from being moderately involved in developing the Chinese nonstick cookware market to taking a very active leadership role in the market. Stephen A. Product marketing and licensing are complements rather than substitutes in technology exploitation. Court. Case Video. Product positioning Length: 18p 576070 Title: Du Darfst (B) Author(s): Greyser. by John Deighton. Walter J. Geographic Setting: Northern California Industry Setting: Wine industry Company Size: small Gross Revenues: $5 million sales Subjects: Agribusiness. Publication Date: 10/14/1975 Product Type: Case (Field) Abstract: Selection of positioning and advertising appeals for a new line of lowcalorie food products. Publication Date: 10/14/1975 Revision Date: 07/19/1991 Product Type: Case (Field) Abstract: Reconsideration of advertising strategy and appeals after one year of test marketing a line of low-calorie food products. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy. Documents the changes in the premium wine segment and asks how Dry Creek should respond. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Beverages. Ray A. it faced many obstacles that required significant additional investment. 6p. As the campaign unfolds.Marketing original bath soap category. Klein. Kent E. the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. Food. Urban development Length: 35p CMR372 Title: The Drivers of Technology Licensing: An Industry Comparison Author(s): Lichtenthaler. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes Du Pont's 1992 corporate advertising campaign. It appeared that the Chinese market offered tremendous opportunity. Germany. Marketing management. illustrates an agribusiness entrepreneur and shows the importance of marketing and risk management to his company. and patience. Test markets Length: 8p 131 99M005 Title: Du Pont Teflon: China Brand Strategy Author(s): Neupert... Chemicals. Product management Length: 13p Supplementary Materials: Teaching Note. Unilever learns to use the Internet. Farris. DVD. many firms have recently started to actively license out technology. Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. and its objectives and key messages. The research collected for this article shows that the strategic drivers of technology licensing are often more important than generating licensing revenues. Publication Date: 06/13/1983 Revision Date: 06/30/1986 Product Type: Case (Field) Abstract: Nature. Paul W. Although Du Pont Teflon brand coating held 80% of the nonstick market. skills. (5-508-109).

The company must also decide whether to introduce a new product. Department stores. Publication Date: 07/14/1993 Revision Date: 09/30/1993 Product Type: Case (Field) Abstract: Describes a Midwestern department store chain facing increased price competition from both regional and national department store operators. (580038) Dunkin' Donuts (D): New Product Introduction. (581009). Ortmeyer. Product lines Length: 17p Supplementary Materials: Teaching Note. May be used with: (580035) Dunkin' Donuts (A): Company Background. Patrick J. The question is whether to introduce the new product in light of cannibalization of their main business in donuts. Distribution planning. A merger of Dunkin' Donuts (A) and (B). and the history of Dunkin' Donuts. 7p. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. and whether to continue with the network TV program. New product marketing. Distribution channels. May be used with: (580035) Dunkin' Donuts (A): Company Background. (580038) Dunkin' Donuts (D): New Product Introduction. Growth strategy. and 3) More advertising. and profitable. Marketing strategy. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. Presents a corporate strategy which provides a good starting point for discussion..Marketing corporate image position of a major high-visibility diversified firm. Geographic Setting: Massachusetts Industry Setting: Food industry. Spanish Version Author(s): Kaufmann. Performance appraisal. Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. Retailing. 14p. Retail industry Subjects: Advertising strategy. May be used with: (580036) Dunkin' Donuts (B): Field Management. Location of industry. Corporate strategy. consumer behavior. 15p. Franchising. by Benson P. Students must derive the decision through careful analysis of competition. Franchising. by David E. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. by Hirotaka 10/30/10 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. Hirotaka Publication Date: 10/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: The decision facing Dunkin Donuts' management is whether to introduce muffins. and test marketing results. (580038) Dunkin' Donuts (D): New Product Introduction. Chemicals. Geographic Setting: Massachusetts Industry Setting: Food industry. Management communication. Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy. (580037) Dunkin' Donuts (C). spring 1991. Hirotaka Publication Date: 06/01/1979 Revision Date: 01/30/1985 Product Type: Case (Field) Abstract: Top management of the company decided to embark on an aggressive expansion strategy. Looks at three growth alternatives: 1) More shops (owned or franchised). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Retail industry Subjects: Fast food industry. 17p. Franchising. (580037) Dunkin' Donuts (C). Retail industry Subjects: Corporate strategy. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. Geographic Setting: United States Industry Setting: Chemical industry. Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. Hirotaka Publication Date: 06/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: Describes the evolution of franchising in the United States. Fast food industry. Teaching Purpose: For the second year MBA Retailing course to discuss the issue of how a department store might transition from a combination of "Hi-Lo" and value-oriented pricing policy to a policy that is more acceptable to consumers. Test markets Length: 20p Supplementary Materials: Teaching Note. Walter J. Sales management Length: 18p Supplementary Materials: Teaching Note. 2) A broader product line. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. (584126). At the time of the case. Geographic Setting: Massachusetts Industry Setting: Food industry. cohesive. New product marketing. Raises important issues related to franchise relations. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. Franchising. Retailing. and 2) which of the two franchise owners should be awarded the right to open their second shop in Brookline? May be used with: (580035) Dunkin' Donuts (A): Company Background. as well as other retailers. Hirotaka Publication Date: 09/22/1983 Revision Date: 12/17/1985 Product Type: Case (Field) Abstract: Dunkin' Donuts franchises and operates retail donut shops for takehome and in-shop consumption. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. the company had approximately 50 stores in operation with sales of $450 million. Geographic Setting: Massachusetts Industry Setting: Food industry. Pricing strategy. (581010). Franchising. (580036) Dunkin' Donuts (B): Field Management. (594041). Gwendolyn K. Fast food industry. a product extension to donuts. Petroleum industry Company Size: Fortune 500 Subjects: Advertising. (580037) Dunkin' Donuts (C). Hirotaka Publication Date: 10/01/1979 Revision Date: 05/01/1980 Product Type: Case (Field) Abstract: The district sales manager for Dunkin' Donuts must decide what to do with two sticky situations: 1) should he disenfranchise a poor-performance franchise owner or negotiate a buyout option. Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi. Fast food industry. (580036) Dunkin' Donuts (B): Field Management. the competitive thrusts within the fast food business. Retail industry Subjects: Competition. Sales promotions Length: 36p Supplementary Materials: Teaching Note.

One of the issues that would have to be resolved was who. each member out to strengthen its part of the whole. but unless these efforts were shared by others in the chain. Possibilities involving new outlets include area development contracts. 8p. by Patrick J. Publication Date: 08/24/1988 Revision Date: 12/13/2000 Product Type: Case (Field) Abstract: Dunkin' Donuts is exploring various methods of increasing distribution. Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD . also had the most to lose if things went wrong. many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. profits will remain elusive. for DuPont's Carpet Fibre Division. Taishoff. they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. was the customer: the mills that purchased the fiber and manufactured it into carpets or the commercial and residential end users? For Carr. Distribution channels. Franchising. Frederick F. Kaufmann. they would fall flat. DuPont would take the lead in designing services applicable throughout the distribution channel. Raises issues relating to both strategy formulation and implementation in a franchise system and requires the student to analyze the interaction between the structure and management of a franchise system. The case provides consumer data and detailed information about regional differences.International Institute for Management Development Abstract: For Jim Carr. Europe. Retailing. Teaching Note.. May be used with: (IMD150) ATP Private Equity Partners (C): The Scandinavian Sweetspot Strategy. franchise relations. the company annually invested hundreds of millions of Swiss Francs in fiber R&D. and how they both relate to the market.International Institute for Management Development Abstract: Now that DuPont had successfully designed and delivered the kinds of services that would enhance the customer's carpet buying experience. Europe. Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD . and unless customers stick around and make lots of repeat purchases. Marketing management. and how they both relate to the market. although the farthest removed. Phil Publication Date: 07/01/2000 Product Type: Harvard Business Review Article Abstract: In the rush to build Internet businesses. franchise relations. by Sandra Vandermerwe NEW IMD051 Title: Dupont (B): Alliances for Total Gain Author(s): Vandermerwe. subfranchising. marketing manager. Distribution channels. Jim Carr. David Wylie IMD050 Title: Dupont (A): Understanding the Customer's Activity Cycle Author(s): Vandermerwe. Services Length: 16p Supplementary Materials: Teaching Note. and end users. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . regional rollout strategies. Sandra. (592024). Sandra. Possibilities involving new outlets include area development contracts. and an increase in company owned stores. the mills were a vital link in the overall industry chain. (589097). even if this meant endangering the integrity of the whole. the entire chain would be weakened. Salmon. and shop operations. The case provides consumer data and detailed information about regional differences. Service management Length: 16p Supplementary Materials: Teaching Note. Fast food industry. Who would these customers be? What were the selection criteria? How would they make them cost effective? How would they change people's attitudes and behaviors? were top on Carr's agenda. May be used with: (IMD051) Dupont (B): Alliances for Total Gain. there was no alternative: to maintain its European preeminence. Retailing. had been largely adversarial. Europe. Raises issues relating to both strategy formulation and implementation in a franchise system and requires the student to analyze the interaction between the structure and management of a franchise system. Distribution planning. 10/30/10 133 for DuPont's Fibre Division. Distribution planning. Customer service. Patrick J. (IMD052). the company would have to create a whole new way of dealing with customers. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing. in fact. but unless somebody took the lead in truly meeting the needs of the end user. subfranchising. But chief executives at the cutting edge of e-commerce--from eBay's Meg Whitman to Vanguard's Jack Brennan--know that customer loyalty is an economic necessity: acquiring customers on the Internet is very expensive. Schefter. to enhance the customer's entire carpet buying experience. and Web Customer Service Department • 60 Harvard Way • Boston. and an increase in company owned stores. like those in many other industry chains. DuPont would now take the lead in ensuring that end users' needs were being met by all in the channel. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing. Europe. 13p. (IMD052). Fast food industry. Taishoff. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations. regional rollout strategies. Service management Length: 9p Supplementary Materials: Teaching Note. Customer service. no matter how far removed. marketing manager. retailers. And the problems were formidable--most notably the fact that customers detested having to buy carpets. 24p. had a new challenge: how to reassess the links within the entire carpet distribution channel? The relationships within this chain. Franchising. from the mills to wholesalers. Contrary to the popular perception that on-line customers are fickle by nature.Marketing various methods of increasing distribution. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations. For the past two years. 13p. Carr thus launched a system of customer alliances for total gain. by Walter J. and shop operations. the authors have studied e-loyalty. And DuPont. Services Length: 16p 589017 Title: Dunkin' Donuts (E): 1988 Distribution Strategies Author(s): Kaufmann. by Sandra Vandermerwe NEW R00410 Title: E-Loyalty: Your Secret Weapon on the Web Author(s): Reichheld. Marketing management.

Information technology. May be used with: (594030) European Communication Management Ltd. Marketing strategy. Demand analysis. the authors have studied e-loyalty. Frank V. Phil Publication Date: 10/01/2000 Product Type: HBR OnPoint Article Abstract: In the rush to build Internet businesses. if used correctly. in order to sustain a long-term customer base. Sales organization. Marketing planning. and reinvest more aggressively to further enhance the value delivered to customers. the company surveyed EDB's target customers and discovered that its brand image was outdated and that its core users had aged with the brand. Provides a best-practice example of a creative online marketing campaign. and other Internet leaders are doing to gain their customers' trust and earn their loyalty. They also describe what Grainger. World Wide Web Length: 9p BESTSELLER 5181 Title: E-Loyalty: Your Secret Weapon on the Web (HBR OnPoint Enhanced Edition) Author(s): Reichheld. Market entry. reinforce that inherent loyalty. Geographic Setting: Global Industry Setting: Media.I. Industry Setting: Textile industry Company Size: large Event Year Start: 1957 Event Year End: 1957 Subjects: Marketing organization.T. and other Internet leaders are doing to gain their customers' trust and earn their loyalty. and reinvest more aggressively to further enhance the value delivered to customers. John F. International marketing Length: 20p HKU644 Title: EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing Author(s): Park. E. many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. Advertising industry Number of Employees: 50 Gross Revenues: $10 million revenues Subjects: Advertising. (584084). Publication Date: 09/24/1998 Revision Date: 04/24/2002 Product Type: Case (Field) Abstract: Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM. David J. Frederick F. Introduces and illustrates the following concepts: one-to-one marketing. World Wide Web Length: 13p List Price: $6. Cespedes. and modify them as appropriate in order to develop a marketing plan and budget. Hung. rejuvenate the brand image. They also describe what Grainger. Marketing strategy. they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty. (B) Author(s): Corey. In this article. EDB and Friends helped the company achieve its objectives and the awardwinning campaign was a commercial success. Phone Home. brand revitalization. But chief executives at the cutting edge of e-commerce--from eBay's Meg Whitman to Vanguard's Jack Brennan--know that customer loyalty is an economic necessity: acquiring customers on the Internet is very expensive. The Beyond team came up with a one-to-one interactive online campaign. Publication Date: 01/05/1983 Revision Date: 09/09/1983 Product Type: Case (Library) Abstract: Describes a process for forecasting market demand for an emerging technology--cellular radio. and establish brand preference. Advertising media. Marketing strategy. Cady 599055 Title: ECM Group: Improving Global Marketing Productivity Author(s): Arnold. Organizational change. Information technology. and relevant content. customers showed no particular brand preference and price alone determined sales. Dell. EDB needed to realign with its target audience and reposition the brand.: Forecasting Business Demand Author(s): Cady.Marketing technologies. Textiles Length: 14p 583121 Title: E.. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: small Gross Revenues: $10 million sales Subjects: Communications equipment. Geographic Setting: Hong Kong Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note. Thus. Customer service. overall eye drop usage was declining and the entire category was shrinking. Internet. provide investors with superior cash flows. Raymond Publication Date: 06/01/1958 Revision Date: 11/16/1989 Product Type: Case (Field) Abstract: Changes in the marketing organization of the textile fibers department. Contrary to the popular perception that on-line customers are fickle by nature. This loyalty effect enables them to compensate their employees more generously.50 558003 Title: E. Telecommunications Length: 23p Supplementary Materials: Teaching Note. EDB and Friends. America Online. Schefter. Subjects: Customer retention. du Pont de Nemours & Co. Monica. Kineta Publication Date: 02/13/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In Hong Kong in 2001. This case allows calculation of the quantitative as well as the qualitative issues. America Online. Forecasting. To better understand the situation. Internet. by John F. By encouraging repeat purchases among a core of profitable customers. and Web technologies. aimed at achieving three objectives: reposition the brand towards a younger audience. This loyalty effect enables them to compensate their employees more generously. Although it was a top selling brand (from here on referred to as EDB). Dell. and repositioning. Customer service. Marketing strategy. The student must critically evaluate the demand model and the market estimates. reinforce that inherent loyalty. the authors explain the enormous advantages of retaining on-line buyers. Inc. its likable virtual personality. Subjects: Customer retention. along with other proposals to improve marketing expenditure 10/30/10 134 productivity. The company hired Beyond Interactive to help them face these challenges. a leading eye drop brand's position was threatened. 5p. 11p. For the past two years. In this article. Furthermore. companies can initiate a spiral of economic advantages. and unless customers stick around and make lots of repeat purchases. profits will remain elusive. if used correctly. By encouraging repeat purchases among a core of profitable customers. the authors explain the enormous advantages of retaining on-line buyers. (HKU645). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . companies can initiate a spiral of economic advantages. provide investors with superior cash flows. Kineta Hung Year New: 2007 Customer Service Department • 60 Harvard Way • Boston.. With its games. by Monica Park.

by John A. (598098). However. Lauren Publication Date: 02/06/2008 Product Type: Case Abstract: EFI has a unique sales compensation challenge. While some executives within ETrade believe they should continue to lower prices and go head-to-head with eBroker.700 Gross Revenues: $500 million Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field). Mark. Lauren Barley. (598098). such as air and water qualit. Inc. Fujikawa. Yoshinori Fujikawa. individual pay and the marginal impact of effort. It consults on a variety of topics. Quelch. (508084). others believe the company faces a larger challenge from Charles Schwab's entry into the market.000 consultants are drawn from very diverse backgrounds. Chuck. Yoshinori Fujikawa 503075 Title: ENSR International Author(s): Godes. Product introduction Length: 5p Supplementary Materials: Teaching Note. They cannot allocate sales credit for their core product to individual salespeople. Product introduction Length: 17p Supplementary Materials: Supplement (Field). (B) Author(s): Godes. by David B. Glew. its 1. The firm's top 10/30/10 135 management seeks to deliver sales and utilization growth from this complex organization. David. by John A. Middle East. Publication Date: 02/27/2003 Revision Date: 05/27/2004 Product Type: Case (Field) Abstract: What is the best way to "sell" consulting services? Should the firm focus on key accounts? Should it have dedicated salespeople? How should the firm account for "selling" activities in its compensation plan? ENSR is an environmental consulting firm located in Westford. Service management Length: 24p Supplementary Materials: Teaching Note. Lotke. risk aversion. Yoshinori Publication Date: 09/25/1996 Revision Date: 03/23/1999 Product Type: Case (Field) Abstract: The general manager of Fuji Film's Saudi distributorship must decide on a relaunch strategy for Fuji film and cameras in Saudi Arabia. 8p. Must be used with: (508044) EFI. Financial services. Customer relations. Quelch. CA Industry Setting: Securities & investing Gross Revenues: $22 million revenues (1995) Subjects: Competition. 5p. (503094). John T. The case allows for a deep discussion of the bases for variable compensation in sales. Barley. As a result. it would raise a potential problem with shirking on the core product. Lauren Barley. Yoshinori Fujikawa 597030 Title: EMDICO (B) Author(s): Quelch. Non-store retailing Length: 16p R0606F Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption Author(s): Gourville. ETrade's strategy has been to pass these cost savings from automation on to its customers as it amortized its fixed costs over a greater number of accounts. by David Godes Year New: 2008 9-508-045 Title: EFI. Publication Date: 06/01/2006 Customer Service Department • 60 Harvard Way • Boston. not doing so would perhaps limit the sales of the new products. by John A. This has worked out fine. David. Sales management. wildlife resource management. (508084). The question is how should they do it? Geographic Setting: United States Industry Setting: Consulting Number of Employees: 1. Fujikawa. Teaching Note. 8p. The context is also an interesting and important one for sales management: OEM sales. Geographic Setting: Palo Alto. including observability of effort and outcome. by David Godes Year New: 2008 597029 Title: EMDICO (A) Author(s): Quelch. Must be used with: (597029) EMDICO (A). Sales organization.. which might jeopardize ETrade's low-cost position. Number of Employees: 1. Inc. they've historically paid the sales force as a team. David B. and workplace safety. since they've been a near-monopoly seller of a single product category. However. Author(s): Lal. MA. ETrade must decide where it can create a profitable and sustainable position along the price/quality (service) trade-off. by David Godes. Should they pay people individually on these newer products while maintaining the team-pay approach on the core? If so. New product marketing. Geographic Setting: Saudi Arabia Industry Setting: Photographic equipment & supplies Number of Employees: 80 Subjects: International marketing. Godes NEW M286 Title: ETrade Securities. So. (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2008 508046 Title: EFI. Lauren Publication Date: 02/06/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Palumbo. Geographic Setting: Middle East Subjects: International marketing. (9-508-045). team vs. by David Godes. John A. Yoshinori Publication Date: 09/25/1996 Revision Date: 03/15/1999 Product Type: Supplement (Field) Abstract: Supplements the (A) case. 5p. Middle East. By 1996. Not only are they facing new competition in their core product bu they also have diversified into other products that allow them to identify sales by salesperson.000 Gross Revenues: $210 million revenues Subjects: Consulting. Schwartz. Barley. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (508046). Marc Publication Date: 07/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: ETrade pioneered the electronic deep-discount brokerage business and experienced phenomenal growth by making extensive use of technology to achieve significant cost advantages over traditional firms. Teaching Note. David. (A) Author(s): Godes. John A. Lauren Publication Date: 02/06/2008 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. (597030). (C) Author(s): Godes. Quelch. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Data processing. 2p. 16p. 16p.Marketing 508044 Title: EFI. Customer service. Professional services. a flood of new competitors are establishing Internet sites and ETrade has been dethroned as the price leader. this has changed. Sales strategy. Inc. Rajiv. Barley.. Defending against Schwab would require focusing resources on enhancing its product/service offering. Inc. 17p. Supplement (Library). Mario.

can be found in the brain. In the wake of extensive media coverage. The new CEO of Eastern Bank must decide which corporate banking clients to target. Must be used with: (904A30) Eastern Bank Ltd. meanwhile. they can manage the resistance to change. Studies show. (A) Author(s): Deutscher. Once businesses know where their products fit into this grid. Operations management Length: 19p Supplementary Materials: Supplement (Field). or try to eliminate the incumbent product. so they spend billions of dollars making better products. To start.50 Year New: 2006 591044 Title: Eastern Airlines: The "Fight Back" Campaign Author(s): Greyser. how to develop and position the Eastern Bank brand. Geographic Setting: Burlington. or try to eliminate the incumbent product. The goods that consumers dismiss often do offer improvements over existing ones. Executives. major behavior change is a given. make the improvement so great that buyers get past their apprehension. Islam. they can manage the resistance to change. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p List Price: $6. While many blame these misses on lackluster products. (B) Author(s): Deutscher. seeking out those who are not yet users of the existing product or finding true believers. which products to emphasize and in what price structure. United States Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 4516 Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption (HBR OnPoint Enhanced Edition) Author(s): Gourville. companies can either wait for consumers to warm to the product. This leads to a serious clash. But studies show that new innovations fail at a staggering rate. Fortunately. Marketing strategy. Geographic Setting: Bangladesh Industry Setting: Banking industry Subjects: Banking. John T. New products force consumers to change their behavior. has taken over the Bangladesh operations of the Bank of Credit and Commerce International after its collapse. says the author. sure failures. Airlines. Market segmentation. While many blame these misses on lackluster products. Brand management. But studies show that new innovations fail at a staggering rate. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Subjects: Advertising. Each has a different ratio of product improvement to change required from the consumer. seeking out those who are not yet users of the existing product or finding true believers. they can determine where their products fall in a matrix with four categories: easy sells. Publication Date: 06/01/2006 Product Type: HBR OnPoint Article Abstract: Companies that introduce new innovations are the most likely to flourish. Management communication. (A). The goods that consumers dismiss often do offer improvements over existing ones. Executives. in fact. Students are encouraged to examine and assess the 10/30/10 136 content and presentation in Eastern's campaign. Eastern undertakes a series of long-copy messages to try to overcome negative publicity and reestablish a positive image. in fact. companies can either wait for consumers to warm to the product. Consumer marketing. meanwhile. This leads to a serious clash. and whether to centralize or decentralize the bank's operations. Each has a different ratio of product improvement to change required from the consumer. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. Studies show. companies can overcome this disconnect. long hauls. Decision making. sure failures. For some innovations. 3p. Publication Date: 03/02/1999 Product Type: Case (Library) Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. Firms can also make products that are compatible with incumbent goods. Klein. For some innovations.. Stephen A. companies can overcome this disconnect. and that has a psychological cost. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. by Terry H. Firms can also make products that are compatible with incumbent goods. Terry H. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 599106 Title: Eastman Kodak Co. Kaiser Islam Year New: 2005 904A31 Title: Eastern Bank Ltd. Author(s): Dolan. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. Kaiser Publication Date: 10/13/2005 Revision Date: 11/01/2007 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Eastern Bank Ltd. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. In those cases. In those cases. Deutscher. and smash hits. VT. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .Marketing Product Type: Harvard Business Review Article Abstract: Companies that introduce new innovations are the most likely to flourish. (904A31). Canada. New products force consumers to change their behavior. can be found in the brain. Terry H. long hauls. and that has a psychological cost.. major behavior change is a given. make the improvement so great that buyers get past their apprehension. Fortunately. Norman Publication Date: 11/01/1990 Product Type: Case (Library) Abstract: Eastern executives have been confronted with a series of safety-related criticisms. they can determine where their products fall in a matrix with four categories: easy sells. leading to a FAA-DOT investigation. the reality isn't so simple. the reality isn't so simple. overvalue their own innovations. Robert J. Islam.. says the author. To start. and smash hits. Kaiser Publication Date: 10/13/2005 Revision Date: 01/31/2005 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Once businesses know where their products fit into this grid. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. overvalue their own innovations. Customer Service Department • 60 Harvard Way • Boston. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. so they spend billions of dollars making better products. Public relations Length: 15p 904A30 Title: Eastern Bank Ltd.

Spanish Version Author(s): Dolan. selection) across its stores and catalog. Robert J. needed to determine the targeting. Electronic commerce. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Dolan BESTSELLER 500034 Title: Eddie Bauer. Industry Setting: Computer industry. Pricing strategy. and the role of its CEO George Orban. by V. Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson. 8p. Merchandising. and college administrators in adopting softwarebased learning technology. Management of change. Marketing management. V. Retailing Length: 24p Supplementary Materials: Supplement (Library). Distribution channels. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: LACC Case Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private-label products. and poses questions on the company's future viability.com (A). Product lines Length: 6p 594111 Title: Eastman Kodak Co. This required determining what types of colleges to target and which stakeholders to focus on within institutions. Consumer goods.. V. by David E.: Funtime Film Author(s): Dolan. A rewritten version of an earlier case. Market segmentation. and the role of its CEO. Pricing strategy. by Robert J.com (A) Author(s): Rangan. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. and poses questions on the company's future viability. (500100). Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co. Marie Publication Date: 02/08/1999 Revision Date: 03/15/2001 Product Type: Case (Field) Abstract: Over the course of 12 months in 1997 and 1998. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and 10/30/10 137 move to an electronic store. students. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. 9p. Market segmentation. Portuguese Version Author(s): Rangan. The case describes the evolution of that process. Bell KEL095 Title: Educational Technology Corp. Retail industry Subjects: Computer industry. Electronic commerce. Bell. Robert J. Consumer goods.: Crossing the Chasm Author(s): Sawhney. Electronic commerce. Retailing Length: 16p Supplementary Materials: Teaching Note. Clothing. Marie Bell.Marketing The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Distribution channels. Kasturi. Market segmentation. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: Case (Library) Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. Marketing management. Author(s): Bell.5 billion revenues Subjects: Brands. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes. Pricing strategy. and selling strategy for its innovative Interactive Mathematics software for the college market. The case describes the evolution of that process. Bell. Geographic Setting: United States Industry Setting: Education industry. and conflicting motivations. Consumer goods. Management of change. Product lines Length: 5p Supplementary Materials: Teaching Note. Kasturi. Retailing Length: 25p 599093 Title: Egghead to Egghead. Kasturi Rangan 500099 Title: Egghead to Egghead. 17p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Leamon. by V. Kasturi.com (A). (500100). is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1. Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers. Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 9-503-P01 Title: Egghead to Egghead.: Funtime Film. positioning. manager of partner development at Educational Technology Corp. (500099). Kasturi Rangan. Inc. V. Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998. Higher education. Marketing management. 9p. Teaching Note. George Orban. Bell. Ann Publication Date: 10/08/1999 Revision Date: 09/06/2005 Product Type: Case (Field) Abstract: Eddie Bauer has decided to coordinate its merchandising strategy (price. by V. Management of change. 6p. David E. Retailing Length: 6p Supplementary Materials: Teaching Note. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store. (500077). multiple influencers. But with e-commerce.. Distribution channels.com (B) Author(s): Rangan. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Electronic commerce. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Kasturi Rangan Customer Service Department • 60 Harvard Way • Boston. Must be used with: (599093) Egghead to Egghead. (597080).

Supplement (Field). Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug.. (895A12). Vandenbosch. Marketing planning. Mark. At the tactical level. the company needs to decide whether to first establish that once-a-day dosing for Cymbalta (Duloxetine) is effective in treating major depressive disorder and only after launch get FDA approval for treating painful physical symptoms. Retail industry Subjects: Computer industry. In this context. V. Industry Setting: Computer industry. Neil Publication Date: 01/01/1995 Revision Date: 12/11/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The management team at Electrohome's Projection Systems Division must decide what to do in response to a surprise new product introduction by Sony Projection Systems. (895A12). 11p. 2p. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. Market selection. In this context. EA managers must finalize several decisions that they believe are fundamental to the game's success. Geographic Setting: Canada Subjects: Canada. Miller. Adrian B. (895A12). Miller. (504044). The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure.7 billion revenues Subjects: Consumer marketing. including target market selection and pricing/payment structure.. Adrian B. Kasturi. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. In particular. Product management Length: 33p 507044 Title: Eli Lilly: Developing Cymbalta Author(s): Ofek. At the strategic level. Ryans. Must be used with: (9-503-P01) Egghead to Egghead. Spanish Version Author(s): Moon. Bell. subscription-based version of the most popular PC game in history: The Sims. 25p. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Mark. by Adrian B. Electronic commerce. Marketing strategy Length: 17p Supplementary Materials: Supplement (Field). 23p. students examine an example of product management in an industry in which customer tastes are unpredictable and fickle. Vandenbosch. Marie Publication Date: 08/21/2002 Product Type: LACC Supplement Abstract: Supplements the (A) case. 23p. Youngme Publication Date: 08/23/2002 Revision Date: 08/26/2003 Product Type: Case (Field) Abstract: Electronic Arts (EA). by Youngme Moon NEW 10/30/10 138 504S01 Title: Electronic Arts Introduces The Sims Online. Distribution. Pricing. Portuguese Version Author(s): Rangan. Teaching Note.Marketing 503P02 Title: Egghead to Egghead. by Mark Vandenbosch 95A014 Title: Electrohome (C): The Marquee Launch Author(s): Ryans. subscription-based pricing. Ryans. EA managers must finalize several decisions that they believe are fundamental to the game's success. 23p. Management of change. Competition. students explore the role of the target market in the process of diffusion as well as the implications of flat pricing vs. Marketing planning.000 Gross Revenues: $1. the world's largest independent game publisher. by Mark Vandenbosch 95A013 Title: Electrohome (B): The Phoenix Project Author(s): Ryans. The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure. Competition. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .7 billion revenues Subjects: Consumer marketing. Mark Vandenbosch. Teaching Purpose: Designed to be taught at both a tactical and strategic level. Retailing Length: 6p 95A012 Title: Electrohome (A): Projection Systems Division Author(s): Ryans. This case focuses on competitive analysis as three players from three differnet regions of the world vie for profitable positions in the industrial projection systems market. including target market selection and pricing/payment structure. Mark.. Marketing strategy Length: 2p Supplementary Materials: Teaching Note. or to first establish efficacy in treating pain and later get FDA approval for once-aday dosing. Elie Publication Date: 11/27/2006 Revision Date: 07/30/2008 Product Type: Case (Field) Abstract: Anticipating the expiration of its Prozac patent. is preparing to launch an online. Distribution channels. Customer retention. by Adrian B. (95A013). Adrian B. Pricing. Product management Length: 32p Supplementary Materials: Teaching Note. Mark Vandenbosch. Competition. Neil Publication Date: 01/01/1995 Revision Date: 11/08/1995 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. subscription-based version of the most popular PC game in history: The Sims.000 Gross Revenues: $1. Must be used with: (95A012) Electrohome (A): Projection Systems Division. Neil Miller. Lilly's new antidepressant team making this decision has several market research Customer Service Department • 60 Harvard Way • Boston. The new product threatens Electrohome's position at the high end of the market. Neil Publication Date: 01/01/1995 Revision Date: 11/01/1999 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Neil Miller. Vandenbosch. The decision needs to take into account how Cymbalta can be differentiated in the marketplace vis-a-vis other antidepressants and the marketing challenges to getting adoption that the new drug will face.com (B). Must be used with: (95A012) Electrohome (A): Projection Systems Division. Geographic Setting: Canada Subjects: Canada. Portuguese Version. Industrial markets. Market selection. Industrial markets. Industrial markets.com (A). (95A014). Customer retention. Miller. Youngme Publication Date: 08/23/2002 Revision Date: 01/14/2003 Product Type: LACC Case Abstract: Electronic Arts (EA). the world's largest independent game publisher. Marketing planning. Distribution. by Mark Vandenbosch 503008 Title: Electronic Arts Introduces The Sims Online Author(s): Moon. is preparing to launch an online.

Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consumers these days prefer authenticity to purity. Sales management. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note. Raymond Publication Date: 01/26/1982 Product Type: Case (Field) Abstract: Concerns the sales program for the low voltage switch gear department of a company that manufactures electrical products for consumer. by Timothy Calkins.9 billion revenues (2000) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note. Karen Publication Date: 01/01/2004 Revision Date: 08/16/2005 Product Type: Supplement (Pub Mat) Abstract: An abstract is not available for this product. innovative companies are now trying a different approach: They are providing customers with open. Michael E. Karen White Year New: 2005 KEL015 Title: Eli Lilly: Xigris (B) Author(s): Calkins. The objective is to analyze the form of distribution and shopping behavior to predict the future of this type of shopping and its impact on consumer goods retailers. companies relied on push marketing to sell their products and services. Supplement (Pub Mat). In short. (KEL015). But those tactics have been losing their effectiveness. Electric industries. Karen Publication Date: 01/01/2004 Revision Date: 11/02/2004 Product Type: Case (Pub Mat) Format: Windows Abstract: Examines the launch of Xigris. many companies are faced with declining product demand beyond their control.8 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. Innovation..M. Air freight service. by Timothy Calkins Year New: 2005 582096 Title: Ellery Corp. 23p. Loyalty. E. And when people trust a company. Marketing management. Publication Date: 09/05/1965 Product Type: Case (Field) Abstract: Decisions concerning 1964 sales promotion strategy for air freight forwarder. Advertising versus personal selling. (508061). Telecommunications Length: 19p SMR129 Title: The Emerging Era of Customer Advocacy Author(s): Urban. and military markets. The newly appointed head of marketing for Xigris is reviewing the launch plan. Industry Setting: Retail industry. (B) Author(s): Sultan. in the 1990s. 7p. Walter J. The strategy is this: If a company advocates for its customers. Industry Setting: Air freight service industry Gross Revenues: $35 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising. Marketing strategy. In response. Personal selling. 7p. industrial. and purchases-either now or in the future. 2p. Sales promotions Length: 42p 83409 Title: End-Game Strategies for Declining Industries Author(s): Harrigan. the emphasis shifted to relationship marketing. information retrieval via cable TV. by Elie Ofek Year New: 2006 KEL014 Title: Eli Lilly: Xigris (A) Author(s): Calkins. loyalty. Must be used with: (KEL014) Eli Lilly: Xigris (A). particularly home video shopping ventures. The firm might then command higher prices for its products and services. Product planning & policy Length: 23p F0610D Title: Embrace the Dark Side Author(s): Fanuele. Mark S. Subjects: Customer relations. Publication Date: 06/15/1987 Revision Date: 01/01/1988 Product Type: Note Abstract: Describes the different types of electronic in-home shopping retailers. Pricing. Market structure. Thanks 10/30/10 139 to digital technologies like the Internet. Salmon. Publication Date: 12/01/2004 Product Type: SMR Article Abstract: For decades. Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: In today's world of little or no economic growth and rapid technological change. (KEL016). Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 40. they will reciprocate with their trust. Kathryn. White. Industry Setting: Electric power Company Size: large Subjects: Antitrust laws. so brands should capitalize on their flaws. today's increasingly educated consumers expect companies to do more than just delight them. and complete information. Porter. Service management Length: 8p Year New: 2005 511044 Title: Emery Air Freight Corp. Michael J. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (KEL016). Technological change. White. as many customers will be willing to pay for the extra value. or "shadow" attributes. Telecommunications industry Subjects: Consumer behavior. Distribution channels. honest. particularly as the power of customers continues to grow. as slogans such as "delight your customers" became the mantra of many marketers. Ralph G. (A) Author(s): Corey. A study of the strategies of over 95 companies that confronted declining markets suggests that companies can often be very successful if they analyze all the characteristics that shape competition in the end game and act in Customer Service Department • 60 Harvard Way • Boston. Logistics. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 587018 Title: Emergence of the Electronic InHome Shopping Industry Author(s): Albion. In addition. Then. essentially becoming advocates for them. and then finding the best products for them--even if those offerings are from competitors. a breakthrough new pharmaceutical product for the treatment of sepsis. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $10. Glen L. such as Home Shopping Network. helping to reduce the organization's costs for acquiring new customers.000 Gross Revenues: $10. by Timothy Calkins. they will often tell others about it. consumer-controlled. Timothy. Retailing. new technologies are described for interactive. Timothy. they are truly representing their customers' best interests.Marketing inputs on physicians and patients at its disposal.

Just as political democracies are more robust and more representative when citizens engage in public affairs. Yet.50 10/30/10 Year New: 2006 140 7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch. Gary. Both stumble (and organizational performance suffers) when they are out of sync. Industry Setting: Airline industry. Yet. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. and quick divestment. (2750BC) Market Research: Listen and Learn. Marketing strategy. High technology. (2688BC) From Declining to Growing Distribution Channels. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. They provide a diagnostic to help readers assess their companies' level of integration. and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). Rackham. Thomas. Suj Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. configure how best to market them.. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Neil. each group undervalues the other's contributions.95 2726BC Title: Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg. niche. and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. Curious about the misalignment between Sales and Marketing. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. While we tend to think of companies as "producers" and consumers as "receivers. John A. Strategic alternatives for declining business include leadership. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages.. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity. Krishnaswamy. In this article. Marketing people. Electronics industry.95 Customer Service Department • 60 Harvard Way • Boston. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (2661BC) From Market Segments to Strategic Segments. and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). Jocz. Philip. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. Suj Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Insurance industry. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. (2548BC) The Marketing Mix. harvest. Market share. Krishnaswamy. Robert C. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers. and circumnavigate common pitfalls. They provide a diagnostic to help readers assess their companies' level of integration.Marketing accordance with their own needs. and submit new product ideas. In short. Marketing people. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6. Subjects: Competition. In short. Both stumble (and organizational performance suffers) when they are out of sync. Philip. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Equipment. (2718BC) Managing Customer Retention. Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler. Curious about the misalignment between Sales and Marketing. the authors describe the four types of relationships Sales and Marketing typically exhibit. Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2006 1014 Title: Ending the War Between Sales and Marketing (HBR OnPoint Enhanced Edition) Author(s): Kotler. Neil. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. insufficiently aware of the larger market. believe the sales force is myopic--too focused on individual customer experiences. but resources must be allocated carefully and may include marketing communications. in turn. database marketing tools. constructive engagement with consumers should be the wave of the future. and outsourcing. and they offer recommendations for more closely aligning the two functions. Financial services. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. and they offer recommendations for more closely aligning the two functions. Getz. Tools included here help evaluate which products provide an add-on opportunity. companies are learning that letting consumers participate in marketing strengthens their competitive position. in turn. believe the sales force is myopic--too focused on individual customer experiences. In this article. (2696BC) From Branded Bulldozers to Global Distribution Partners. (267XBC) From Brand Acquisitions to Brand Rationalization. and blind to the future. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. insufficiently aware of the larger market." the line between the two is blurred and becoming more so. In a democratizing marketplace. and blind to the future. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Jacquelyn S. Rackham. the authors describe the four types of relationships Sales and Marketing typically exhibit. suggest service improvements. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Corporate strategy. Energy. each group undervalues the other's contributions. (270XBC) Managing Customer Acquisitions.

. Fragrance industry Company Size: start-up Number of Employees: 25 Gross Revenues: $1 million revenues Subjects: Consumer goods. Biotechnologists have discovered human pheromones. must decide which changes to the sales compensation systems would better motivate his sales reps and improve their sales performance. (593100). Sales ramped from $110.: Managing the Selling Effort. and brought in a turnaround team in 1994. Frank.: Managing the Selling Effort (A). Streaming.000 in 1993 to over $1 million in 1994. Kerry Publication Date: 07/29/2005 Revision Date: 02/12/2009 Product Type: Case (Field) Abstract: The CEO of EFL (India)." an explanation of Quaker Oats' costly acquisition of Snapple.. the first supranational financial institution of the post-Cold War era. Saunders.. Public relations Length: 16p 593512 Title: Ethics in Marketing. Smith and J. Must be used with: (506003) Eureka Forbes Ltd. 12p. by Das Narayandas Year New: 2005 506705 Title: Eureka Forbes Ltd. Video (DVD) Author(s): Narayandas. VP marketing and sales. went public in 1993.A. Greenspan Author(s): Clemente. Clemente and Greenspan explain how marketing due diligence differs from a marketing audit and what benefits a company can expect from applying marketing due diligence. Publication Date: 07/29/1993 Product Type: Case Video Abstract: Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Marketing strategy Length: 3p Customer Service Department • 60 Harvard Way • Boston. The mix decisions involve determining product (currency. colognes. Subjects: Acquisitions. Must be used with: (506003) Eureka Forbes Ltd. Interviews. Homewood. Integral to the marketing task is the selection of a lead manager. is a systemic. Social enterprise Length: 22p Supplementary Materials: Teaching Note.00 Supplementary Materials: Video Insights. Irwin. (1-277-6). Gary Publication Date: 03/01/1996 Product Type: Case (Field) Abstract: Erox Corp. by Jeffrey F. Investment banking Subjects: Banking. Investment banking. Rayport U9905B Title: Evaluate Your Company with "Marketing Due Diligence": An Interview with Mark N. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .: Managing the Selling Effort. Pricing. It tells a company how a smart buyer evaluates its chances for success in tomorrow's marketplace as well as today's. Geographic Setting: India Industry Setting: Durable goods Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Case Video.00 Year New: 2005 594005 Title: European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering Author(s): Rayport. by Das Narayandas.: Leverage Marketing Author(s): Kosnik. David S. The bank must determine its marketing strategy for the offering on two levels-positioning of the institution and of the bond offering itself. Ethics. Jeffrey F. and Erox has patents protecting its use of synthetic human pheromones for men and women in cosmetic products such as perfumes. Includes a sidebar entitled "Why Snapple Went South. Geographic Setting: London. pricing (yield). Geographic Setting: Silicon Valley Industry Setting: Biotechnology industry. (596115). International banking. who will determine the marketing mix. 1p.S. comprehensive assessment of a company's marketing efforts. Das. by John A. Clemente and David S. by Das Narayandas. Herman. along with overall positioning for the institution. has developed a successful direct-marketing campaign using a 30minute infomercial. promotion (road shows and media relations).: Managing the Selling Effort (A). Consumer marketing. is planning its debut in the international capital markets through a bond issuance of $500 million. Thomas J. Video Author(s): Quelch. John A. Quelch 506003 Title: Eureka Forbes Ltd. Bonds. a direct sales organization. Product positioning. Quelch. (506705). Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min List Price: $150. Marketing strategy. New product marketing. Das Publication Date: 09/01/2005 Product Type: Case Video Abstract: Presents company sales management tools for recruitment and training of new sales representatives. and distribution (formation of the syndicate). according to consultants Mark N. DVD. In addition. Video (VHS) Author(s): Narayandas. Clemente and David S. Rebecca Publication Date: 05/01/1999 Product Type: Harvard Management Update Article Abstract: Marketing due diligence. Michael Stern. Eastern Industry Setting: Investment banking.Marketing Year New: 2005 596046 Title: Erox Corp. IL. Industry Setting: Advertising industry Subjects: Advertising. Publication Date: 07/07/1993 Revision Date: 11/05/1993 10/30/10 141 Product Type: Case (Field) Abstract: The European Bank for Reconstruction and Development. Mark N. Realm is preparing a national U. 7 min. Eastern Europe. Case Video. maturity. is a biotechnology start-up that creates products containing synthetic human pheromones. Europe. with prospects for continued hypergrowth. It was founded in 1989. 7 min.: Managing the Selling Effort (A) Author(s): Narayandas. Greenspan. and body lotions. published by Richard D. (506707). His challenge is to develop a leveraged marketing communications campaign to support the launch of Realm in Bloomingdales. 7 min. coupon). In this interview. Marketing management. Pheromones are odorless biochemical cues secreted by people and animals to influence the behavior of others of the same species. Case Video. the lead manager will need to select appropriate target markets (retail and institutional investors). Greenspan. Marketing management Length: 34 min List Price: $150. DVD Abstract: Presents company sales management tools for recruitment and training of new sales representatives. Das Publication Date: 09/01/2005 Product Type: Case Video. retail launch of its fragrance product lines: Real for women and Realm for Men. Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min Year New: 2005 506707 Title: Eureka Forbes Ltd.

Technological change. Step by step. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp. Inc. NY Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston.5 million 1990 sales Subjects: Computer industry. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar. The new product under consideration here is the drug-eluting 10/30/10 142 stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. and budgeting discussions. Technological change Length: 3p 509028 Title: Examining the Adoption of DrugEluting Stents Author(s): Ofek. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Francois M. Software. Jacques tackled the challenge on a number of fronts. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. Then he set right to work applying marketing's most basic and powerful tools--segmentation and pricing strategy--to four carefully chosen pilot projects. and concludes with a description of the PS/2 family (date of introduction: April 1987). he measured their effectiveness with readily understood metrics. Facing stagnant revenues. strengthen the brand franchise. May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar. the case prompts students to examine the future adoption of drugeluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR--a newly approved stent that will hit the market in 2008. Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. a hardscrabble world peopled by grizzled salesmen whose pitches are about making friends rather than demonstrating that their products are better than the competition's.. Details the major hardware enhancements and product line extensions during the period 1981-87. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines. First. Segmenting customers allowed people to see that they were selling to different groups that required different products. Customer satisfaction surveys led them to improve supply chain execution and. too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. Raises two questions: 1) What are the important dimensions of product change? 2) What is the "appropriate" amount of product and technological change? Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: large Gross Revenues: $684. which in many cases could be sold for higher-than-commodity prices.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques. marketers fundamentally transformed Lafarge's commodity mindset. It isn't easy to establish a marketing function in a company that doesn't think it needs one.95 599048 Title: Executive Health Group Author(s): Chun. Geographic Setting: New York. increasing value both for them and for the division. Product management. are inextricably linked. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies. he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. Product lines.'s 1-2-3 spreadsheet software for IBMcompatible personal computers. over the next four years. CEO William Flatley has to reposition his firm. Jocz. Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note. by Peter Wickersham. Elie Publication Date: 09/25/2008 Revision Date: 02/02/2009 Product Type: Case (Library) Abstract: Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. Jacques and his team of first temporary. He wove marketing into Lafarge's mainstream management processes by becoming a fixture at the company's strategic-planning.Marketing List Price: $4. It works both ways. and grow share in an increasingly competitive health care environment. To make the value of those efforts quickly apparent. ultimately. Elie Ofek 7852BC Title: Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges Author(s): Quelch. performance. marketplace exchanges and political exchanges. (5-509-053). 17p. to change what they sold.'s personal-computer products. Product management. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Raises two questions: 1) What are the important dimensions of product change? 2) What is the "appropriate" amount of product and technological change? Industry Setting: Personal computer industry Company Size: Fortune 500 Gross Revenues: $44 billion 1990 sales Subjects: Computer industry. old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. Publication Date: 05/01/2007 Product Type: Harvard Business Review Article Abstract: When Francois Jacques became head of marketing at Lafarge's cement division in late 2001. and then permanent. From the start. John A. Product lines. In light of recent medical and competitive trends in the market. so that their offerings were suited to a range of customer requirements. Geographic Setting: United States Industry Setting: Biotechnology industry. Welcome to the front lines of your typical cement company. and the pursuit of selfinterest and the pursuit of the common good. A separate exhibit provides a brief overview of a microcomputer.

Sales organizations spend millions on training employees to set goals and master the art of closing the sale. Health care. A Conversation with Mary Ewing-Mulligan.00 Year New: 2006 1081SL Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. we will discuss and learn more about each style and how to discern between them. Companies develop robust professional growth plans for managers and employees. This interactive session will focus on a suggested list of wines to sample. you won't want to miss this. We'll give you the confidence to enjoy wine like a true 10/30/10 connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $349. Mary. Marketing management Length: 10p Supplementary Materials: Teaching Note. author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. Gilmore. also Featuring Jeffrey Rayport. A Harvard Business School Publishing Virtual Seminar CD. a new economic era in which all businesses must orchestrate memorable events for their customers. Rayport. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. we will discuss and learn more about each style and how to discern between them. also Featuring Jeffrey Rayport. author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. Social and entertaining skills can be equally important in interactions with clients and customers--yet most companies do little to help managers hone these abilities. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. If you are on the front line of any organization. Goods and services. Peppered with insight from our renowned wine expert and widely respected thought leader. New economy. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Jason Publication Date: 09/10/2008 Product Type: Exercise Abstract: This exercise is meant to assess students' level of confidence around everyday business and general knowledge questions. for the purpose of identifying where they are overconfident and underconfident. B. This interactive session will focus on a suggested list of wines to sample. Riis. you may have felt the pressure of making a good impression at an important business dinner. A strong finish will include a summary of key takeaways to use at your next meal. Peppered with insight from our renowned wine expert and widely respected thought leader. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. This best practice briefing (part of our virtual seminar series) will provide practical. If the thought of talking to the sommelier makes your palms sweat or if you just need a few extra pointers for your next business dinner. This abridged audiobook offers a creative. by Samuel Chun 1081CD Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. A strong finish will include a summary of key takeaways to use at your next meal. are no longer enough. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. Market positioning. Marketing planning.Marketing Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Brand management. and The Experience Economy is the script from which managers can begin to direct their own transformations. John T. Companies develop robust professional growth plans for managers and employees. Jeffrey F. and consider charging for the value of the transformation that an experience offers. Rayport. II. Joseph. 6p. Experiences and transformations are the basis for future economic growth. Competition. but have been hesitant to ask for help. A Conversation with Mary Ewing-Mulligan. James Publication Date: 10/27/2000 Product Type: HBS Press Audio Medium: Audiotape Abstract: Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. Multiuser Author(s): Ewing-Mulligan. If you are on the front line of any organization. This best practice briefing (part of our virtual seminar series) will provide practical. Market analysis. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. Mary. Audiobook (Cassette) Author(s): Pine. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. Pricing. but have been hesitant to ask for help. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . We are on the threshold. Services Length: 180 min Customer Service Department • 60 Harvard Way • Boston. the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. We'll give you the confidence to enjoy wine like a true connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $129. of the Experience Economy. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 5122 Title: The Experience Economy. you may have felt the pressure of making a good impression at an important business dinner.. say authors Pine and Gilmore. highly original. you won't want to miss this. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. (500006). Great for the beginner. From America Online to Walt Disney. The authors urge managers to look beyond traditional pricing factors like time and cost. Customization. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Subjects: Customer service. If the thought of talking to the sommelier makes your palms sweat or if you just need a few extra pointers for your next business dinner. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. A Harvard Business School Publishing Virtual Seminar CD. Jeffrey F. Product development. Social and entertaining skills can be equally important in interactions with clients and customers--yet most companies do little to help managers hone these abilities. Marketing strategy. say Pine and Gilmore. Single User Author(s): Ewing-Mulligan. Great for the beginner.00 Year New: 2006 143 509022 Title: Exercise on Estimation Author(s): Gourville.

Cites the insufficient attention paid to the controls imposed by the exporter's own government and differences between domestic and international marketing in the areas of insurance and finance. which describes the marketing strategy of a high technology firm seeking foreign sales. Product development. Background Note Author(s): Malone. May be used with Kenics Corp. International marketing. Awareness of these stages affects decisions on marketing factors such as pricing. Consumer behavior. Marketing planning. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. Customization. Marketing strategy. product identity. by Susan Fournier 580150 Title: Exporting from the United States. New economy. This case presents detailed qualitative data on three women and their relationships with brands. Subjects: Brands. Pricing. Susan Publication Date: 01/22/1996 Revision Date: 02/13/1997 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. This case presents detailed qualitative data on three women and their relationships with brands. explicit theoretical development of these ideas becomes critical. more Eyeblaster Customer Service Department • 60 Harvard Way • Boston. the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The Experience Economy offers a creative. Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier. II. Data General Corp. Subjects: Customer service. We are on the threshold. 24p. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. 24p. Joseph. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. of the Experience Economy. are no longer enough. providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. Claudine B. highly original.Marketing List Price: $18. say Pine and Gilmore. From America Online to Walt Disney. James Publication Date: 03/23/1999 Product Type: HBS Press Book Abstract: Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. Susan Publication Date: 06/05/1997 Revision Date: 05/04/1998 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. but the service life cycle is not so well understood. (597073). explicit theoretical development of these ideas becomes critical. A product that requires periodic maintenance and repair over a fairly long period of time has a service life cycle that lags the product cycle but that may well last long after the product has been taken off the market. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. Subjects: Marketing strategy. divides the service life cycle for its computers into four stages: rapid product sales growth. Subjects: Brands.. Most successful products pass through certain recognizable stages. Experiences and transformations are the basis for future economic growth. Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood. exporter. Publication Date: 05/20/1980 Revision Date: 01/23/1981 Product Type: Note Abstract: Discusses the execution of an international marketing plan by a U.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine. Consumer marketing. Subjects: Product life cycle. Intended to reveal the deep connections consumers may form with brands across product categories. a new economic era in which all businesses must orchestrate memorable events for their customers. say authors Pine and Gilmore. maturity as the service cycle peaks and product shipments continue to fall. Market analysis. character.S. International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek. Services Length: 272p List Price: $29. Customer relations Length: 18p Supplementary Materials: Teaching Note. Product management. A product strategy that includes some sort of plan for a timed sequence of conditional moves provides an offensive rather than a reactive move. (597073). and timing of competitive and market events. and sales and distribution networks. Goods and services. Consumer marketing. Alternatively. Gilmore. and end of life after product sales halt and the installed base undergoes attrition. The authors urge managers to look beyond traditional pricing factors like time and cost. Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt. New uses and new customers extend the product life cycle. Elie Publication Date: 09/05/2003 Revision Date: 05/22/2006 Product Type: Case (Field) Abstract: Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Subjects: Exports. and The Experience Economy is the script from which managers can begin to direct their own transformations. Customer relations Length: 21p Supplementary Materials: Teaching 10/30/10 144 Note. and consider charging for the value of the transformation that an experience offers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . B. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. transition as product shipments start to decline.95 BESTSELLER 88512 Title: Exploit Your Product's Service Life Cycle Author(s): Potts GW Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The product life cycle is a standard concept. Consumer behavior. by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier.

Jr. Pricing. 20p. Includes color exhibits. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. Government agencies. given conflicting estimates of capacity available. Can be used to raise the issue of the federal government regulation of advertising. Technology Length: 24p Supplementary Materials: Teaching Note. Publication Date: 10/23/1978 Revision Date: 09/29/1982 Product Type: Case (Library) Abstract: Describes the alternatives available to Levi Strauss and Company after the FTC challenges their traditional pattern of selective distribution. Rowland T. Industrial markets. Market research. by Benson P. (592096). Each order represents different order-mix/customer situation issues. Competition. Moriarty. Teaching Note. Publication Date: 04/01/1978 Product Type: Case (Library) Abstract: Describes the 1975 FTC decision against Listerine Antiseptic in which corrective advertising negating the basic positioning of the brand has been mandated." Also contains some interesting applications of marketing research used for policy purposes. Craig E.. Ethics. went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture.5 billion sales Subjects: Antitrust laws. from which the student must select one. other business likely to come along. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Stephen A.. product improvements. Moriarty. Metals. Order processing. which TiFab had bid on. The item. Purchasing Length: 2p Supplementary Materials: Teaching Note. and pricing incentives could be diverted to Web site publishers or even to advertisers. other business likely to come along. Internet & online services industries Subjects: NO SUBJECTS(KEYWORDS) Length: 27p 578166 Title: FTC and Listerine Antiseptic Author(s): Greyser.. by Benson P. Elie Publication Date: 09/05/2003 Product Type: LACC Case Abstract: Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Shapiro. Metals. from which the student must select one. more Eyeblaster sales effort. Four orders are offered. Should be handed out in class after discussion of the (A) case. (593006). Young. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Robert F. A rewritten version of an earlier supplement. and the broad social issues of "truth in advertising. and the requirements of each order. repaired and is willing to pay a very high price. (593006). and decide whether to take it. and pricing incentives could be diverted to Web site publishers or even to advertisers. Cline. part of a much larger production system. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding. Advertising industry Subjects: Advertising.. Shapiro Customer Service Department • 60 Harvard Way • Boston. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Cline. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Metals. Pricing. Consumer goods. A rewritten version of an earlier case. Government agencies. Marketing strategy. Must be used with: (592095) Fabtek (A). by Elie Ofek Year New: 2006 9-508-S15 Title: Eyeblaster: Enabling the Next Generation of Online Advertising. 2p. Levi Strauss Author(s): Cady. John F. Spanish Version Author(s): Ofek. Each order represents different order-mix/customer situation issues. Moriarty Jr. Purchasing Length: 16p 592095 Title: Fabtek (A) 10/30/10 145 Author(s): Shapiro. Order processing. Pricing strategy Length: 22p 502S26 Title: Fabtek (A).. Spanish Version Author(s): Shapiro. Traces the history of the decision. Geographic Setting: United States Industry Setting: Apparel industry Gross Revenues: $1. Production scheduling... The case forces the student to choose among the four orders. product improvements. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding. Benson P. The student must choose a price for this order. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Benson P. and the requirements of each order. Shapiro 592096 Title: Fabtek (B) Author(s): Shapiro. Industry Setting: Metals Subjects: Competitive bidding. given conflicting estimates of capacity available. by Benson P. Craig E. 20p.. Order processing. Rowland T. Publication Date: 05/13/1992 Revision Date: 11/02/1992 Product Type: Case (Field) Abstract: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Rowland T. Purchasing Length: 16p Supplementary Materials: Supplement (Field). Now the customer needs to have the unit. Geographic Setting: United States Industry Setting: Advertising industry. Internet. Jr.. Jr. Four orders are offered. Pricing. Alternatively. Moriarty. The case forces the student to choose among the four orders.Marketing sales effort. Market positioning. Clothing. Publication Date: 05/13/1992 Product Type: Supplement (Field) Abstract: Presents an urgent order for repair service from an important customer who had purchased an item from a competitor.. and provides a summary of the FTC's findings. NY Industry Setting: Personal care products Company Size: large Subjects: Advertising. Distribution planning. Geographic Setting: New York. 23p. Industrial markets. Market entry. (504091). Benson P. Industrial markets. Pricing. Geographic Setting: United States Industry Setting: Internet & online services industries. Regulation Length: 20p 579081 Title: FTC vs. Rowland T. Production scheduling. Production scheduling. Includes color exhibits. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity.

He hated salesmanship of any kind. the managers of Farggi are facing a number of strategic dilemmas regarding how to continue successfully competing in the luxury ice cream market segment. she must manage the change process to insure that the organization and her leadership team peers are fully aligned. a small Spanish family-owned company. Also looks at change management issues. Personal selling. 1p. Christopher H. His "fail better" philosophy is very much in keeping with today's creativitydriven. Spreadsheet Author(s): Stahl. Franchising. by Lluis G. At the beginning of 1995. what is the appropriate role of advertising and personal selling? May be used with: (579040) Federal Express (B). The reader must evaluate the research results. Renart 2075 Title: The Fashion Channel: Market Segmentation Author(s): Stahl. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak". Stephen Publication Date: 03/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Samuel Beckett. Airlines. In addition to making a recommendation. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media." Yet. and the Senior Vice President of Marketing is new to the job. Europe. fashions. IL Industry Setting: Cable television industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note. Food. Market segmentation. and it needs to strengthen the company's brand and positioning with viewers and advertisers. it is now profitable. Wendy Publication Date: 06/01/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. despite his anti-business reputation. After initial heavy losses. In July 1993. Entrepreneurship. Farggi. fashion-oriented programming. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p 10/30/10 Year New: 2007 146 577042 Title: Federal Express (A) Author(s): Lovelock. (577189). 10p. Geographic Setting: Chicago. Must be used with: (2075) The Fashion Channel: Market Segmentation. a response to the intensifying competitive environment for TFC. Product lines Length: 14p 579040 Title: Federal Express (B) Customer Service Department • 60 Harvard Way • Boston. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Federal Express is a smallpackage airline operating throughout the United States. Emphasizes product line policy and market analysis. 24p. Argues that. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 IES036 Title: Farggi Author(s): Renart. Market definition. Air freight service. famously describing it as "mercantile Gehenna. the program must maintain consumer and distributor satisfaction with the network. warp-speed world of fads. and make a recommendation. in part. (579041) Federal Express (C). plus some 800 non-exclusive retail outlets. Air freight service. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. (IES037). Lluis G. Beckett's idiosyncratic esthetic encapsulates several salient secrets of business and branding success. is preparing to recommend a change in the company's traditional marketing approach by introducing a market segmentation program. Publication Date: 10/01/1976 Revision Date: 04/01/1983 Product Type: Case (Field) Abstract: Federal Express is a smallpackage airline operating throughout the United States. by Wendy Stahl Year New: 2007 2278 Title: The Fashion Channel: Market Segmentation. This case is an example of how a small local company can compete against a very large multinational corporation. Geographic Setting: Spain Industry Setting: Ice cream industry Subjects: Competition. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak.. calculate financial scenarios. is widely regarded as the epitome of art for art's sake aestheticism. Beckett is a perfect role model for our paradoxical times. opened its own first luxury ice cream store just a few blocks away. Consumer research provides insights but does not give a simple answer regarding the best path to take. each with pros and cons. Pares. (2278). After initial heavy losses it is now profitable. a cable television network dedicated to round-the-clock. when Farggi already has 13 exclusive ice cream parlors in Spain. 9p. Market segmentation. Lovelock 502S19 Title: Federal Express (B). Wendy Publication Date: 06/01/2007 Product Type: Case Abstract: The new Senior Vice President of Marketing for The Fashion Channel (TFC). hyper-competitive. This program is. an overnight delivery service with presently limited sales. Communication strategy. Haagen-Dazs opened its first ice cream parlor in Barcelona.Marketing BH192 Title: Fail Better! Samuel Beckett's Secrets of Business and Branding Success Author(s): Brown. (2076). in a world where every organization is customer oriented and every executive is au fait with best textbook practice. Supplement (Spreadsheet). Services Length: 29p Supplementary Materials: Teaching Note. Francisco Publication Date: 01/01/1995 Revision Date: 10/01/1997 Product Type: Case (Field) Publisher: IESE Business School Abstract: In August 1992. Market definition." an overnight document delivery service with presently limited sales. by Wendy Stahl. Is it appropriate to devote special emphasis to Courier Pak? If so. TFC has never done a program like this before. and here-todaygone-tomorrow consumer crazes. Christopher H. Spanish Version Author(s): Lovelock. Marketing strategy Length: 27p Supplementary Materials: Teaching Note. Marketing management. Several segmentation options are being considered. Family owned businesses. the peerless Irish playwright. by Christopher H. Communication strategy. Personal selling. At the same time.

Marketing strategy. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. Market definition. (581021). Networks. Market segmentation. Product planning & policy Length: 13p Supplementary Materials: Teaching Note. Lovelock 504S22 Title: Federal Express (C). Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: LACC Case Abstract: The Marketing Director for Federal Express. Product lines Length: 14p Supplementary Materials: Teaching Note. Market signaling. then he must formulate specific plans to reach the new sales target within six months. in the span of 30 years. Industry Setting: Retail industry Subjects: Manufacturing. he needs to determine a new pricing structure for the fund. Air freight service. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. Wong. (579041) Federal Express (C). Pricing. Air freight service. Market segmentation. Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: Case (Gen Exp) Abstract: The market leader in an overcapacity industry with a commodity 10/30/10 147 product is trying to restore industry price levels. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. by Robert J. 15p. Personal selling. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market. Services Length: 20p 579041 Title: Federal Express (C) Author(s): Lovelock. Robert J. Strategy implementation Length: 8p Supplementary Materials: Teaching Note. Market definition. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. and provide data on print and broadcast advertising costs and audiences. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .Marketing Author(s): Lovelock." an overnight document delivery service with presently limited sales. Christopher H. After initial heavy losses. expanded into a multinational network of manufacturing and retailing with $230 million annual turnover. (585105). Competitive bidding. by Bennett Yim. Airlines. 10p. Competitive bidding. It is best used in a course on marketing research. by Christopher H. Industrial markets. Industrial markets. (579040) Federal Express (B). How did Fenix identify and tap into niches in different markets? What does it take to be successful in niche markets? Also analyzes Fenix's strategy and discusses the critical success factors of its multiniche marketing strategy. Christopher H. Spanish Version Author(s): Dolan. Monica Wong Year New: 2004 UV0323 Title: Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund Author(s): Wilcox. Publication Date: 11/01/1978 Revision Date: 06/01/1982 Product Type: Case (Field) Abstract: Federal Express is a smallpackage airline operating throughout the United States. Personal selling. must select a strategy to achieve a big sales increase for one of the company's services. The diversity stems from the management's multiniche marketing strategy. (HKU284). Communication strategy. Robert J. a fast growing freight airline specializing in small packages. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market. Bennett. Market segmentation. Market definition. Publication Date: 05/20/2003 Product Type: Case (Field) Abstract: This case presents an application of conjoint analysis in a financial services setting. Communication strategy. Emphasizes product line policy and market analysis. Dolan HKU283 Title: Fenix: Diversified Niche Marketing in the Lifestyle Business Author(s): Yim. then he must formulate specific plans to reach the new sales target within six months. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Christopher H. First he must decide on the relative emphasis to place between advertising and personal selling. Pricing. May be used with: (577042) Federal Express (A). Monica Publication Date: 07/29/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Fenix Group's business spans from general merchandise retailing to Italian fashion. May be used with: (577042) Federal Express (A). Air freight service. Personal selling. 10p. and provide data on print and broadcast advertising costs and audiences. Communication strategy. Retailing. Spanish Version Author(s): Lovelock. by Christopher H. To do this. 4p. Market signaling. Looks at the journeys of two entrepreneurs who started out with a tiny garment trading company and. must select a strategy to achieve a big sales increase for one of the company's services. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: Case (Field) Abstract: The Marketing Director for Federal Express. First he must decide on the relative emphasis to place between advertising and personal selling. Lovelock 503S52 Title: Federated Industries (A). a fast growing freight airline specializing in small packages. The case presents students with the results from a realworld conjoint analysis and requires Customer Service Department • 60 Harvard Way • Boston. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. it is now profitable. (581020). Product planning & policy Length: 14p 585104 Title: Federated Industries (A) Author(s): Dolan. Services Length: 18p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. Ronald T.

and a miscellaneous category described as the "method of doing business. Also included are profiles of well-known marketing companies and products. Provides information about the industry. Also included are profiles of well-known marketing companies and products. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser. Benson P. Inc. salesletters. and writers supplement the definitions. Sales management. (UV0324). Inc.. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills. recent market developments. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Sales compensation. (B) and (C). Young. 4308. and descriptions of some of the world's most influential advertising agencies. Frank V. where) to cut back on these motivators. the competitive environment. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 10/30/10 148 Mills. Marketing management. N. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills.Marketing them to work through the pricing and profit implications of that analysis. Subjects: Marketing implementation. These include sales contests.: Compensation System for Field Sales Representatives Author(s): Cespedes.J. Sales compensation.J. A paperback version is available: Order No. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . videotape programs. Marketing strategy Length: 208p List Price: $29. Robert F.. sales meetings. N. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. Davis. management feels pressure both to simplify it in order to make it easier to understand and administer and to tailor it more to the needs of each individual salesperson. Geographic Setting: United States Industry Setting: Home furnishings. Altogether. Wilcox Year New: 2007 4308 Title: Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Paperback) Author(s): School Press. Subjects: Marketing implementation. Geographic Setting: United States Industry Setting: Home furnishings.. and descriptions of some of the world's most influential advertising agencies.95 575002 Title: Fieldcrest Division of Fieldcrest Mills. Altogether. N. Harvard Business. Stephen A. Sales promotions. Marketing management. Inc. Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or accounts in the best manner. Geographic Setting: United States Industry Setting: Home furnishings. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills. in a period of rising costs. Davis. Marketing strategy Length: 208p List Price: $16. Publication Date: 12/30/1980 Revision Date: 02/16/1982 Product Type: Case (Field) Abstract: Describes the tradeoff between expenditures on national media Customer Service Department • 60 Harvard Way • Boston. and the details of the compensation plan as well as comments by managers and salespeople. Myriad quotations from recognized scholars. (A) Author(s): Shapiro. Field Guide to Marketing offers a handy primer on today's marketing industry. Publication Date: 07/01/1974 Revision Date: 06/01/1975 Product Type: Case (Field) Abstract: Details the history of the Fieldcrest Marketing Division and the merchandising and sales organization of the Division as of December 1973. Benson P. a manpower development program.95 4359 Title: Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Hardcover) Publication Date: 11/08/1993 Product Type: General Reference Abstract: This book takes the mystique out of marketing with down-to-earth definitions of the most relevant terms and concepts and concise information about today's marketing industry. 6p. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Davis. and writers supplement the definitions. business executives. thereby increasing its complexity. Sales management. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Marketing organization.J. Field Guide to Marketing offers a handy primer on today's marketing industry. Inc. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. (B) Author(s): Shapiro. (C) Author(s): Shapiro. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives.95. Also includes a section on the bed and bath fashion industry. Benson P. whether (and if so.. business executives. Publication Date: 07/17/1974 Product Type: Case (Field) Abstract: Focuses on a rather complex compensation plan for salesmen which had evolved over the years at Fieldcrest. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. Sales management. Sales promotions. Myriad quotations from recognized scholars. While complaints about the system have been relatively minor." Key issues are how to determine the effectiveness of these various motivators and. $16. by Ronald T. Marketing management. Inc. Economist Publication Date: 11/08/2093 Product Type: General Reference Abstract: This book takes the mystique out of marketing with down-to-earth definitions of the most relevant terms and concepts and concise information about today's marketing industry.

there are a variety of roles to choose from. South Africa Length: 14p 594018 Title: Filene's Basement Author(s): Bell. low-cost production. Pharmaceuticals. Using a series of published articles. Location of industry. At the same time. Competitive advantage goes to the low-cost provider with economies of scale. Customers simply need to get things done. Retailing. Berstell. Corporate strategy. First movers can gain competitive advantage by branding their 10/30/10 149 Web site using site-specific loyalty programs. which will vary over activities and over time. Starr. David E. Filene's Basement has 49 stores in operation. Customers want to experience these products to ascertain their quality before buying. such as books and toys. When companies understand what they are up against in the mind of the customer. according to the author. The developing countries could not afford the market price for these drugs. John M. are differentiated by their quality and reliability. The president of the firm is now expressing a concern that a higher proportion of the firm's advertising budget should be used for company-sponsored national media advertising. Dot-coms that don't create the products they sell will be forced to compete on price and will find margins difficult to maintain. each individual product differs from every other one.. by David E. An analysis of the firm's coop expenditures and their relation to sales volume is shown. gender. Cooperatives. These situational needs for which customers are looking to "hire" products or services go unnoticed during traditional market research and segmentation. can be critical to CMO success or even survival. the CMO must take on a new role in the organization.. such as fresh produce and original artwork. The existing Chicago area stores have been performing well. The determination of the country. they can piece together the real size of the market in Customer Service Department • 60 Harvard Way • Boston. Clayton M. such as barrels of oil. product. However. Through heavy past spending on cooperative advertising. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: In order to meet the challenge of reducing barriers to silo cooperation. staving off boredom. has attracted many dot-com retailers. Geographic Setting: New York. however. Dot-coms that establish a reputation for quality and sell low-priced goods to repeat customers have the best chance of success. Gerald. The issue was driven by price. World Wide Web Length: 14p Year New: 2005 SMR240 Title: Finding the Right Job for Your Product Author(s): Christensen. homes. who it believes its competitors to be. and efficient distribution. Geographic Setting: Boston. The second segment. Sales promotions.. Anthony. but product and customer characteristics are poor indicators of customer behavior because that is not how markets are structured from the customer's perspective. and how large it believes its market opportunities are. Retail industry Company Size: large Number of Employees: 1. MA Industry Setting: Discount retail. Late entrants will encounter extreme difficulty. John T. Retailing Length: 24p Supplementary Materials: Teaching Note. and if.700 Gross Revenues: $529 million revenues Subjects: Department stores. In the third segment. Pricing. Most companies segment along lines defined by the characteristics of their products (category or price) or customers (age. and furniture. The first segment is undifferentiated commodity products. Textiles Length: 20p 502061 Title: Fighting AIDS and Pricing Drugs Author(s): Gourville. to locate two new stores in its new Chicago area of operations. this case outlines the pressures facing the drug companies and asks the question.Marketing advertising and on retailer-supportive cooperative advertising. quasicommodity products. In the fourth segment. or finding something fun to do with their kids. how it will take those products to market. Demonstrates the problems encountered in evaluating the effectiveness of marketing expenditures in vehicles other than national media. and functional scope of the CMO team will balance and focus scale. As a result. from that of a facilitator to others that are more ambitious. low overhead. He divides the dot-com retail market into four segments on the basis of the type of good sold and describes the strategies needed to succeed in each. Web retailers must align their strategies with the product characteristics and buying practices of customers in their market segment. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. such as clothes. The selection of the right role. and timely delivery. Publication Date: 02/26/2002 Product Type: Case (Library) Abstract: In early 2001. Denise Publication Date: 04/01/2007 Product Type: SMR Article Abstract: The way a company views its markets determines what it decides to produce. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . virtual communities. Bell 6301BC Title: Find the Right Role and Scope: The CMO's New Job Description Author(s): Aaker. Marketing management. Technology. NY Industry Setting: Home furnishings Gross Revenues: $250 million sales Subjects: Advertising strategy. Scott D. Includes extensive discussion by several executives regarding the relative effectiveness of the two alternatives. Customers want to experience them in person before making a purchase. whether that is fixing their car. (594061).95 SMR048 Title: Finding Sustainable Profitability in Electronic Commerce Author(s): de Figueiredo. Publication Date: 07/01/2000 Product Type: SMR Article Abstract: To sustain a competitive advantage. At the time of the case. Dinny Publication Date: 08/24/1993 Revision Date: 04/03/1998 Product Type: Case (Field) Abstract: Filene's Basement is in the process of deciding where. the drug companies were reluctant to sell drugs at or below cost in one country and at 10 to 20 times cost in another country. Nitterhouse. Real estate. Illustrates the use of trade support in developing a fashion-oriented brand image and in stimulating consumer demand. 6p. "How should they respond?" Geographic Setting: South Africa Industry Setting: Pharmaceutical industry Subjects: Developing countries. marital status. management is concerned with over saturation of the market. Market segmentation. Fieldcrest has successfully built strong trade relations and fashion recognition among customers. "look and feel" goods. Innovation. and income level) since that is the most easily accessible type of data. "look and feel" goods with variable quality. the true breadth of competition often goes unnoticed too. makers of AIDS drugs were suing to prevent developing countries from violating their patents. International marketing. Industry Setting: Retail industry Subjects: Competitive advantage.

Global Research Group. the automobile industry. To avoid conflicts and problems that can arise along the channel or in the laws under which a business operates. Corporate strategy. TurboTax. Golder. Product management Length: 8p U9607A Title: Five Keys to Keeping Your Best Customers Author(s): Billington. A company that uses separate channels to sell the same product to different 10/30/10 150 markets must often deal with price differentials and contracts. while most current leaders are not pioneers. Corporate strategy. channels. Geographic Setting: Delaware Industry Setting: Financial services Number of Employees: 10. Geographic Setting: Florida Industry Setting: Fruit juice Subjects: Agribusiness. Toy industry Length: 20p 572029 Title: Fisher-Price Toys. Marketing strategy Length: 20p SMR019 Title: First to Market. Presents specific examples of how successful firms are able to leverage this important skill to the benefit of the business. Scott.. and 5) learn to address the unspoken needs of your customers. Subjects: Customer relations. Market analysis. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. Rajiv. But the authors have discovered that many pioneers fail. and health care. Market research. commitment. Pricing strategy. Spanish Version Author(s): Ward. Amy H.. 7p. Author(s): Ward. This case describes the FDOC's efforts to turn around grapefruit juice consumption. . New product marketing.50 BESTSELLER 900009 Title: Florida Department of Citrus Author(s): Goldberg. Marketing management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Steven L. Beverages. Marketing strategy Length: 31p Customer Service Department • 60 Harvard Way • Boston. Using a historical method. Pearcy. New product marketing. Scott. Knoop. 4) mass customize to your core market. Toy industry Length: 19p Supplementary Materials: Teaching Note. Marketing strategy. Diamond. Customization. Publication Date: 03/10/2000 Revision Date: 01/23/2001 Product Type: Case (Field) Abstract: Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss. the FDOC's new director. They have found that market leaders embody five factors critical to success: vision. market analysis. Consumer marketing. market analysis. and citing a wide variety of companies and brands. this article describes the benefits that executives can reap when they segment their markets by job (the risk and cost of innovation is minimized). Nelson. the authors try to determine why pioneers fail and early leaders succeed. Pricing strategy. Marketing strategy Length: 13p Year New: 2005 502S42 Title: Fisher-Price Toys. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. including FedEx. Inc. and OnStar. Subjects: Distribution channels. and corporate strategy. Blackberry. 2) measure key satisfaction indicators. and understanding of the various possible combinations of markets. Sellers sending their products through both captive and independent outlets may face the problem of discrimination during periods of supply shortages or a possible "price squeeze". Robert Publication Date: 01/01/1977 Product Type: Harvard Business Review Article Abstract: Courts increasingly frown on companies' efforts to keep markets separate. and how the details of business plans can be made more coherent and focused when innovators understand the job to be done. Market research. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 500043 Title: First USA and Internet Marketing Author(s): Lal. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. and asset leverage. Market analysis. Subjects: Leadership. Suppliers using different types of channels when selling in different geographic regions are subject to government intervention through price controls and tax differences. Designed to provide background in buyer behavior. Steven L. this article offers five major recommendations for mastering customer retention: 1) identify core customers. Designed to provide background in buyer behavior. First to Fail? Real Causes of Enduring Market Leadership Author(s): Tellis. (579053). Market research. surveys.. Peter N.000 Gross Revenues: $10 billion revenues Subjects: Credit. 3) rigorously analyze defections. Food processing industry. persistence. Ben Publication Date: 11/17/1999 Revision Date: 03/16/2000 Product Type: Case (Field) Abstract: The Florida Department of Citrus (FDOC) is a state agency responsible for the welfare of the Florida citrus industry. Dan Santangelo. adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit. Customer retention. observation. Using examples from the fast food industry. Ray A. the methods that those involved in marketing and new product development can use to identify the job-based structure of a market (interviews. Carin-Isabel. Google. Jim Publication Date: 07/01/1996 Product Type: Harvard Management Update Article Abstract: Recognizing the importance of retaining loyal customers. Inc. Financial services. Market analysis.Marketing which they compete. innovation. and corporate strategy. Diamond. Marketing strategy Length: 4p List Price: $4. furniture retailing. Publication Date: 12/01/1996 Product Type: SMR Article Abstract: Managers and entrepreneurs frequently adhere to the motto of being first to market. Publication Date: 10/01/1971 Revision Date: 06/05/1985 Product Type: Case (Field) Abstract: Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. and products is essential. Starbucks. Gerard J. empathic and co-evolution techniques). Using a health message. by Scott Ward 77111 Title: Fit Products and Channels to Your Markets Author(s): Weigand. Distribution planning.

Flying J. Author(s): Quelch. Russia. Sohel Publication Date: 05/15/1991 Revision Date: 05/28/1991 Product Type: Note Abstract: Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. costs. Publication Date: 10/05/1988 Revision Date: 05/15/1990 10/30/10 151 Product Type: Case (Field) Abstract: Raises powerful issues concerning product warranty policy as a strategic marketing variable. they have to be done right. 25p. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively. International marketing. Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U. Kasturi. is faced with the question of how to respond to a major change in the warranty policy and philosophy of its major competitor--General Motors. Teaching Note. This article provides tips for getting real benefits from focus groups. has entered the Russian food retailing industry. David J. (591036). by John A. is rethinking its growth strategy as the economy goes into a recession. Karim. Highlights one small. product line issues. Menezes 903A05 Title: Ford Windstar Author(s): Fisher. Jha. Menezes. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11. Food. United States Industry Setting: Retail industry Subjects: Consumer marketing. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising.J. Food industry Subjects: Agribusiness. with the help of both Russian partners and the SuperValu Corp. Industry Setting: Agribusiness.J. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. Starr. To provide actionable information. General Motors. 9p. Retail industry Subjects: Advertising. Health. Market research Length: 2p List Price: $4. Consumer marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Inc.. Publication Date: 05/17/1989 Revision Date: 06/15/1990 Product Type: Supplement (Field) Abstract: Raises some exciting issues concerning the role of product warranty as a strategic marketing tool. Ethics." Subjects: Management communication. Melvyn A.: The Product Warranty Program (B) Author(s): Menezes. Dinny Publication Date: 11/10/1993 Revision Date: 09/12/1994 Product Type: Case (Field) Abstract: Discusses the challenges facing businesses entering the Russian business environment. Its major customer base. Accompanying the article is a sidebar. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382.J. Competition. Competition. interfunctional coordination issues. Yet Flying J is considering whether to increase its price of diesel fuel. Sharp. are facing increasing costs of doing business. Kirsten D.. Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin. Melvyn A. and profitability. Geographic Setting: Moscow. by Melvyn A. Merchandising. Menezes 589057 Title: Ford Motor Co. parts and service.4 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 C0204E Title: Focus on the Benefits Author(s): Sandberg. makes a dramatic change in its warranty policy. Supermarkets. Ethics. which.J. Ford Motor Co. "Support Communications--And Don't Stop at the Top. (589057). Quelch 589001 Title: Ford Motor Co. entrepreneurial company. 25p.S. Robert J. Walter J. Supermarkets Length: 11p Supplementary Materials: Teaching Note. David E. Social change. Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell.. (583056). 2p.: The Product Warranty Program (A). owner-operated truck drivers. by Melvyn A. The Harris Group.Marketing 508074 Title: Flying J Author(s): Deshpande.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan. America's third largest industrial organization.7 billion revenues Subjects: Automobiles.300 Gross Revenues: $62. Geographic Setting: United States Industry Setting: Food industry. in response to a sharp drop in its market share. and extended service plans) and their dealer network. Distribution. Product planning & policy Length: 18p Supplementary Materials: Supplement (Field). Subjects: Management of change. Also raises several exciting issues concerning the role of product policy in competitive battles. Rohit... Barley. James E. Marketing strategy. Salmon. Product planning & policy Length: 2p Supplementary Materials: Teaching Note. Industry Setting: Automotive industry Subjects: Automobiles. Marketing management Length: 24p 583018 Title: Food Ranch. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing. by Melvyn A.. quality assurance. Ford executives realize that their decision will have implications not only for sales. Marketing strategy. V. Must be used with: (589001) Ford Motor Co. and some ethical issues.J. but also for several departments (such as manufacturing. yet they remain one of the most popular ways to gather information about a market. especially focusing on food retailing and distribution in that country. Ford has to decide how best to respond to this change. Nonprofit marketing. John A.: The Product Warranty Program (A) Author(s): Menezes. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch. Satish Publication Date: 12/02/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Customer Service Department • 60 Harvard Way • Boston. (591036).. Inc.

its accuracy and empirical basis are both questionable. Transportation Length: 25p Supplementary Materials: Teaching Note. Customer Service Department • 60 Harvard Way • Boston. The possible variations are so unpredictable that the most effective system employs unique information systems for each product. SoBe beverages. and Future Affects Consumer Thinking. and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. looking across products allows one to pick up on things that get lost in discussing a single product. An effective model predicts sales drops and rises. and Well-Being Affects Consumer Thinking. Sonia Publication Date: 01/01/1976 Product Type: Harvard Business Review Article Abstract: Although the product life cycle (PLC) concept has been the mainstay of marketing strategy for many years. and the Interplay of Elements Affect Consumer Thinking. Focuses on four innovative products from different domains. Consumer marketing. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Marketing strategy Length: 1p Year New: 2004 4453BC Title: Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities Author(s): Zaltman. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Derek A. making one product a star and another a dog. Subjects: Brands. Geographic Setting: Massachusetts Industry Setting: Rubber industry Company Size: mid-size Gross Revenues: $60 million annual sales Subjects: Personnel management.. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image. Elie Publication Date: 02/15/2005 Revision Date: 05/20/2008 Product Type: Note Abstract: Provides tools and methodologies that allow forecasting demand for innovative new products. and several product recalls. (803A05). David J. Paul F. Also covers ways to incorporate marketing mix variables and competition and explores the impact of these factors on the adoption and diffusion of an innovation. it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. Sales management Length: 10p F0405B Title: Found in Translation Author(s): Nunes. and others are exploiting Westerners' fascination with products that are--or merely seem--Asian. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. physical. May be used with: (505075) Note on Innovation Diffusion: Rogers' Five Factors. (4456BC) Journey: How the Meeting of Past. evaluate different opinions. the model has little validity for brand life cycles. Brand management. the recession. Zaltman. Nissan. Vulnerability. 7p.Marketing Abstract: Ford of Canada is a division of the Ford Motor Co. Importantly. In many cases. (4454BC) Balance: How Justice. Author(s): Newton. Brand management. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Marketing mixes. and Other Boundaries Affect Consumer Thinking. by Robert J. Subjects: Forecasting. Highlights the Bass model--the theory behind it and ways to determine its parameters. product form. Mancuso JR Publication Date: 05/08/1980 Product Type: Case (Field) Abstract: Describes process of psychological assessment in selecting salesmen. illustrates how to construct forecasts when early sales data are available via data-driven forecasting models. Marketing planning Length: 17p 76104 Title: Forget the Product Life Cycle Concept Author(s): Dhalla. Dull. the popularity of purchasing a Windstar had declined with a competitive minivan market. Innovation. Product life cycle. Product class. Yuspeh. During the past few years. Finally.95 Year New: 2007 502045 Title: Four Products: Predicting Diffusion Author(s): Gourville. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. psychological. Although one can speculate on the scope and rate of diffusion for each of these products independently. however. and brand are the three stages of PLC. Geographic Setting: Canada Industry Setting: Transportation industry Company Size: large Subjects: Advertising... Nariman K. Canada. Exclusion. Satish Jha Year New: 2004 505062 Title: Forecasting the Adoption of a New Product Author(s): Ofek. Marketing strategy. 10/30/10 152 Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: This chapter introduces some of the social. Stephen Publication Date: 05/01/2004 Product Type: Harvard Business Review Article Abstract: Companies struggling to rejuvenate tired brands may want to look east. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . quality problems. Product management Length: 10p 580141 Title: Fortress Rubber Co. Fisher. Based on Plymouth Rubber Co. Automobiles. Personnel selection. Geographic Setting: Asia Subjects: Asia.--one of the "Big Three" automobile manufacturers in North America. Since the Windstar's launch in the early 1990s. Provides a detailed example of how to use the Bass model to forecast demand for satellite radio. and provide advance warning signals. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. (4460BC) Control: How the Sense of Mastery. products do not develop along the traditional stages. Gerald. Subjects: NO SUBJECTS(KEYWORDS) Length: 21p List Price: $6. (4457BC) Container: How Inclusion. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion. Product management. Publication Date: 11/15/2001 Revision Date: 09/11/2002 Product Type: Case (Field) Abstract: One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Equilibrium. Sharp. Marketcommunication models greatly improve product life code models because they quantitatively measure the influences on sales. it's helpful to compare and contrast diffusion across these products. Present. and it serves as an indicator of the short-term success of strategy. John T.

Just going through this process can help managers better understand the real world in which they operate. Subjects: Corporate strategy. Publication Date: 02/22/1984 Product Type: Note Abstract: Provides a basis for discussing legal aspects of marketing strategy in an MBA-level marketing strategy course. An accurate total market demand forecast can yield clues about future product performance. The web allows companies to build better relationships with customers than has been previously possible in the offline world. Forecasting. John F. relationship marketing. marketing manager for over-the-counter products at the drug company of Frank W. customer targeting. Publication Date: 01/18/2006 Revision Date: 08/22/2006 Product Type: Case (Field) Abstract: One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. the intent to purchase does not translate into an actual purchase.50 CMR209 Title: A Framework for Customer Relationship Management Author(s): Winer. Author(s): Quelch. Information technology. John T. when applied to the forehead. and new metrics necessary for evaluating the CRM effort. in particular. By creating an electronic bidding platform. Importantly. Jim Publication Date: 09/01/1998 Product Type: Harvard Management Update Article Abstract: Purchase-intention surveys are frequently used to predict sales of new products. Innovation. Some companies--and even whole industries-have learned the hard way that a product's historical demand curve doesn't necessarily predict future demand. Geographic Setting: Quebec Industry Setting: Chemical industry Company Size: mid-size Subjects: Advertising. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 88401 Title: Four Steps to Forecast Total Market Demand Author(s): Barnett. and a nuanced appreciation for the various contexts in which customers may use products. Kasturi Publication Date: 08/08/2002 Product Type: LACC Case Abstract: The marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers is described. indicated whether or not an individual had a fever. Publication Date: 01/01/1981 Revision Date: 01/10/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Mr. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: The essence of the information technology revolution and. of Montreal. Pharmaceuticals Length: 21p 502S16 Title: FreeMarkets OnLine." Fevertest consisted of a thin plastic strip which. Models. Economic analysis. Marketing management. Why are customers so difficult to figure out? Is market research no more reliable than reading tea leaves? Not exactly. Public policy Length: 28p 81A007 Title: Frank W. Horner Ltd. F. Focuses on four innovative products from different domains. a problem is that CRM means different things to different people. Gourville 506050 Title: Four Products: Predicting Diffusion (2006) Author(s): Gourville. and 4) assess the risks to the forecast and decide which assumptions are most critical to success. William Publication Date: 07/01/1988 Product Type: Harvard Business Review Article Abstract: Forecasting total market demand can be crucial to creating a smart marketing strategy. Focuses on the elements of the marketing mix and the impact of the legal system on marketing decisions. Also discusses the implications of CRM for future marketing organizations. Consumer marketing. it's helpful to compare and contrast diffusion across these products. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. It requires keen powers of observation. Market segmentation Length: 7p U9809B Title: The Fourfold Path to Figuring Out What Your Customers Really Want Author(s): Billington. Spanish Version Author(s): Rangan. Peter McLoughlin. Industry analysis. Russell S. is planning his 1978-79 communications strategy for Fevertest. looking across products allows one to pick up on things that get lost in discussing a single product. Market analysis. The case question concerns how this company should now go to scale. Here are the four steps to creating one: 1) define the market. V. Marketing mixes. the company has been able to cut down procurement costs by about 15%. Canada. by John T. However. Subjects: Legal aspects of business. making one product a star and another a dog. Marketing strategy. Market research Length: 3p List Price: $4.Marketing Subjects: Demand analysis. Market research. the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. 12p. 2) divide total industry demand into segments. Internet. World Wide Web 10/30/10 Length: 18p 153 584083 Title: Framework for Focusing on Legal Aspects of Marketing Author(s): Cady. an approach that had not been used during the initial promotional campaign. Horner Ltd. Electronic commerce. Subjects: Customer relations. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing information systems. privacy issues. Nimble marketing minds have learned how to glean insight into customer behavior despite the inherent unpredictability. 3) find out what drives demand in each segment and project how those drivers might change. Product introduction. Described by McLoughlin as "our first real consumer-type promotion. This article develops a comprehensive CRM model incorporating seven phases: database creation. McLoughlin wondered whether he could improve sales by investing in television advertising. (504043). as well as a Zen-like watchfulness. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion. John A. deep listening. customer selection. analysis of the database. Demand analysis. Geographic Setting: United States Industry Setting: Industrial goods Customer Service Department • 60 Harvard Way • Boston. Although one can speculate on the scope and rate of diffusion for each of these products independently. Subjects: Consumer behavior. Technology Length: 9p Supplementary Materials: Teaching Note. But current research suggests what many managers have long known: all too often.

has a history of leadership in the highly fragmented and often contentious U.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. proposes extension of a Friendly Ice Cream Corp.L. Robert D. Beef industry Number of Employees: 275 Gross Revenues: $400 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p 582110 Title: Frito-Lay. FLI's position in it. The program is described in the context of the team's on-the-field performance. Concludes with a day in the truck with an FLI driver-salesperson. TX Industry Setting: Snack food industry Gross Revenues: $1. (599130). The ad campaign had been used in new Friendly markets successfully and Porter-Shirley was suggesting it be extended to Friendly's oldest and bestestablished market. In 2005. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg. Marketing strategy. Market research. V. ME Industry Setting: Catalog industry. Overviews the snack industry. Stephen A. First-year sales were far below plan. Inc. Growth strategy. executive vice president. the ballpark's character. Shelman. 9p. American marketing manuals and knowhow go through drastic adaptations due to changes in socio-economic environment of fast food industry between Japan and the U. Japan. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. Service management. within the framework of team economics. Bean. Retail industry Number of Employees: 4. beef industry. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. The case question concerns how this company should now go to scale. Mary. Ray A. meatpacker. founded in 1998 to sell women's clothing by catalog. Industrial goods. Purchasing Length: 20p Supplementary Materials: Teaching Note. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Publication Date: 06/17/1999 Revision Date: 08/10/2004 Product Type: Case (Field) Abstract: The marketing head of the Boston Red Sox is reviewing the team's "Friendly Fenway" fan satisfaction program. by V. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Management philosophy..S. Weber. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations. a unit of L. Marketing strategy. by Rajiv Lal 375397 Title: Fried Chicken in Japan Author(s): Tsurumi Y Publication Date: 06/23/1975 Revision Date: 10/17/1975 Product Type: Case (Library) Abstract: Kentucky Fried Chicken is brought to Japan by Mitsubishi Corp. 9p.3 billion sales Subjects: Food. and the company's market methods. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. Knoop. Consumer marketing. Includes color exhibits. The (A) case may be used alone as an inquiry into marketing excellence. (FLI) excel at marketing. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. Publication Date: 09/05/2000 Revision Date: 02/14/2007 Product Type: Color Case Abstract: Describes the start-up and first-year difficulties of Freeport Studio. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal.. Customer relations. Industrial markets. Friona is partnering with Cargill. Electronic commerce.S. Industrial goods. The revenue implications of increased customer satisfaction are also raised. Electronic commerce.S. Geographic Setting: Freeport. Rajiv. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. 10/30/10 154 Advertising media. By creating an electronic bidding platform. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. Industrial markets. and projected profits did not materialize. Fast food industry. Direct marketing. cattle feedlot operator. (A) Author(s): Bonoma. Marketing mixes. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. International marketing. a leading U. the company has been able to cut down procurement costs by about 15%.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis.S. (502087). Will the introduction of highquality. the leading U. Geographic Setting: Dallas. Retailing Length: 27p Supplementary Materials: Teaching Note. Fast food industry. and team marketing and fan-building in general.'s advertising campaign. Friona has established relationships up and down the beef production chain to provide high-quality.: Advertising Strategy for New England Author(s): Buzzell. or it may be taught as the first case in the Frito-Lay series (C) and (D). Public relations. Industry analysis. New England. James B. Marketing strategy. consistently tender beef that consumer's value. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. Thomas V. Chuck Porter-Shirley. Kasturi Publication Date: 02/27/1998 Revision Date: 02/26/1999 Product Type: Case (Field) Abstract: Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers.

(582112). Subjects: NO SUBJECTS(KEYWORDS) Length: 34p List Price: $6. Kane. Inc. Kenneth Treece. (C).9 billion sales Subjects: Brands. 12p. Food. Teaching Note. Thomas V. was extremely encouraging.95 Year New: 2005 2696BC Title: From Branded Bulldozers to Global Distribution Partners 10/30/10 155 Author(s): Kumar. and reducing organizational complexity and redundancy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by Thomas V. (2688BC) From Declining to Growing Distribution Channels. The first step to leveraging these assets fully is to assess the brand portfolio. 18p. Bonoma. Marketing implementation. Margaret L. 18p. (583137). But rather than haphazardly reacting to new channels.: Grandma's "Ready-to-Eat" Cookies Author(s): Bonoma. Food. Only then will disproportionate investments of resources. marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. (270XBC) Managing Customer Acquisitions. by Thomas V. by Thomas V.. (270XBC) Managing Customer Acquisitions. (591087). Inc. (2726BC) Enhancing Customer Equity Through Add-On Selling. 11p. (2750BC) Market Research: Listen and Learn. New product marketing Length: 22p Supplementary Materials: Supplement (Field). Intended to be given out just after they make up their minds on Frito-Lay. Thomas V. (2661BC) From Market Segments to Strategic Segments. Spence 267XBC Title: From Brand Acquisitions to Brand Rationalization Author(s): Kumar. (270XBC) Managing Customer Acquisitions. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Seeking relief from declining distribution networks. (583137). by Frank V. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Of all the tangible assets that a company owns.3 billion sales Subjects: Distribution planning. (2548BC) The Marketing Mix. (2696BC) From Branded Bulldozers to Global Distribution Partners. Treece wonders how he can change the rollout specifics to better ensure the success of the new packaged Grandma's line. (583136). (267XBC) From Brand Acquisitions to Brand Rationalization. they seemed to justify continuing the rollout. (C). (2726BC) Enhancing Customer Equity Through Add-On Selling. One set of data. Thomas V. (2548BC) The Marketing Mix. (267XBC) From Brand Acquisitions to Brand Rationalization. Publication Date: 11/18/1983 Revision Date: 12/31/1984 Product Type: Case (Field) Abstract: Mr. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. (D) Author(s): Bonoma. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. trimming the supply chain. Although the results of the Northwest region test were not as positive. Inc.95 Year New: 2005 2688BC Title: From Declining to Growing Distribution Channels Author(s): Kumar. market share was 50% higher than management had projected. Bonoma. Publication Date: 02/24/1982 Revision Date: 07/31/1982 Product Type: Case (Field) Abstract: Concerns the preliminary rollout of Grandma's Cookies and Snack Bars. by Thomas V. In light of these conflicting test figures and the previously less than satisfactory performance of Grandma's in single-serve packages. Bonoma 584043 Title: Frito-Lay. brands are perhaps the most prized. 2p. (C) Author(s): Bonoma. (2661BC) From Market Segments to Strategic Segments. 18p. Karen A. Publication Date: 02/24/1982 Revision Date: 07/31/1982 Product Type: Supplement (Field) Abstract: Gives three months' additional placement data from the test zones for the students' consideration. Bonoma. manufacturers must develop global retailing and distribution channels. senior executives cannot overlook innovative channels that reach new market segments while significantly cutting costs. Marketing planning. Shirley M. Industry Setting: Food industry Subjects: Distribution planning. (585160). New product marketing Length: 2p Supplementary Materials: Teaching Note. Must be used with: (582111) Frito-Lay. the Kansas City test results. Subjects: NO Customer Service Department • 60 Harvard Way • Boston. This chapter provides methods of removing marketing support for marginal brands. purging unprofitable products. (2718BC) Managing Customer Retention. As more and more distribution channels consolidate worldwide. giving these retailers tremendous negotiating clout over suppliers and prices. Test markets Length: 26p Supplementary Materials: Teaching Note. Food. (2718BC) Managing Customer Retention.. (2696BC) From Branded Bulldozers to Global Distribution Partners. Inc. Kumar argues in this chapter that CEOs should evaluate their own distribution models to be proactive in setting the new competitive standards. Marketing implementation. The initial data show some preliminary problems with the supermarket placements of Grandma's. (2661BC) From Market Segments to Strategic Segments. KS Industry Setting: Snack food industry Company Size: Fortune 500 Gross Revenues: $1. Cespedes 582111 Title: Frito-Lay. Inc. Channel migration strategies are included to help executives exploit current innovations while developing new ones. New product marketing. This is FLI's $20 million gamble to play its distribution strengths into a $100 million sweet snack franchise. Geographic Setting: Dallas. and innovation in the surviving brands deliver top-line growth. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $6. Marketing planning. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. (2718BC) Managing Customer Retention. Bonoma 582112 Title: Frito-Lay.Marketing Note. (2548BC) The Marketing Mix. Mr. The decision issue is whether and how to modify the rollout in a new FLI zone. (2688BC) From Declining to Growing Distribution Channels. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter describes how global retailers often account for more than half of a supplier's business. Carlson. Teaching Note. TX Industry Setting: Snack food industry Gross Revenues: $1. allowing suppliers to get the best stock worldwide at the best prices and better serving their customers and themselves. Geographic Setting: Kansas City. Consumer marketing. talent. Marketing implementation. by Thomas V. (2726BC) Enhancing Customer Equity Through Add-On Selling.

Ltd. Pharmaceuticals industry Length: 2p 2661BC Title: From Market Segments to Strategic Segments Author(s): Kumar. Publication Date: 11/01/1986 Product Type: Harvard Business Review Article Abstract: The needs of the institution come first in fund raising. Product lines Length: 16p 587122 Title: Functional Integration: Getting All the Troops to Work Together Author(s): Shapiro. value proposition. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. May be used with: (2548BC) The Marketing Mix. Corporate culture. That's why drug companies need to learn the lessons of marketing that consumer-goods manufacturers know so well. This dual consideration can be compared with what one might encounter at a high-tech company. Marcel. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . but also cannibalize sales of its existing cassette products. the next step is building the value network--the crossfunctional orchestration of activities that use the firm's individual competences. companies confuse marketing effectiveness with sales effectiveness. Marketing strategy. Entertainment industry. but it is also important to understand the reasons why people give. strategic orientation. Publication Date: 03/26/1987 Revision Date: 11/09/1989 Product Type: Note Abstract: Explains the need for functional integration and the four ways to obtain it. Publication Date: 05/03/1976 10/30/10 156 Product Type: Case (Field) Abstract: Management has to decide what action to take for a new audio tape cassette. (2696BC) From Branded Bulldozers to Global Distribution Partners.S. place. Potentially. (2718BC) Managing Customer Retention. (270XBC) Managing Customer Acquisitions. Industry Setting: Pharmaceutical industry Subjects: Brand management. Carpenter. Philip Publication Date: 11/01/1977 Product Type: Harvard Business Review Article Abstract: U. to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics-the traditional "four Ps" of product. A bibliography is provided. Henry E. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. (2750BC) Market Research: Listen and Learn. Benson P. (2750BC) Market Research: Listen and Learn. Geographic Setting: Japan Industry Setting: Electronics industry Company Size: large Gross Revenues: $500 million sales Subjects: Diversification. Subjects: Careers & career planning. (267XBC) From Brand Acquisitions to Brand Rationalization. Subjects: High technology products. and assets to increase profit margin. The decision is complicated by the fact that prices for different lengths of tape have to be determined and that competitive lead time is expected to be no longer than one year. Product introduction. Pricing. The audit rates marketing effectiveness in each of five major functions: customer philosophy. (267XBC) From Brand Acquisitions to Brand Rationalization. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. The fund raiser. Marie Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: Data show that the top-selling drugs today are not the products of breakthrough science. Sales management Length: 8p 576214 Title: Fuji Photo Film Co. (2548BC) The Marketing Mix. Management has to decide how best to position the new product in terms of price. (2718BC) Managing Customer Retention. This chapter proposes a "three Vs" approach--valued customer. Japan. (2726BC) Enhancing Customer Equity Through Add-On Selling. Author(s): Wiechmann. Organizational structure Length: 14p 86613 Title: Fund-Raising Lessons from HighTech Marketing Author(s): Riggs. and value network--to help firms realize organizationwide strengths that better leverage products and services. Interdepartmental relations. (2661BC) From Market Segments to Strategic Segments. price. Nonprofit organizations Customer Service Department • 60 Harvard Way • Boston. adequate marketing information. Conflict. the new product could not only significantly improve the company's competitive position in the tape cassette market. and promotion--marketers must start driving overall strategic change. However. processes. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter emphasizes that although the marketing function in organizations has declined. the need for marketing has never been greater. integrated marketing organization. Consumer marketing. Marketing strategy. (2726BC) Enhancing Customer Equity Through Add-On Selling. in this sense. (2696BC) From Branded Bulldozers to Global Distribution Partners. Executives determine whether an organization understands and practices marketing by conducting a marketing effectiveness audit. (2688BC) From Declining to Growing Distribution Channels.95 Year New: 2005 253XBC Title: From Marketing as a Function to Marketing as a Transformational Engine Author(s): Kumar. The resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness.95 Year New: 2005 F00204 Title: From Managing Pills to Managing Brands Author(s): Corstjens.Marketing SUBJECTS(KEYWORDS) Length: 32p List Price: $6. The note is managerial rather than scholarly in tone. There the "product" is a blend of the perceived wants of the market (the outside) with the creations of the company's engineers and technicians (the inside). Subjects: Marketing management. orchestrates on behalf of the organization exterior and interior factors. and operational efficiency. (2688BC) From Declining to Growing Distribution Channels.95 Year New: 2005 77605 Title: From Sales Obsession to Marketing Effectiveness Author(s): Kotler. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability. Ulrich E. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: After mastering the "four Ps" that help marketers identify and target market segments. (270XBC) Managing Customer Acquisitions.

Prahalad is the Harvey C. Zhigang Tao. infrastructure. Marketing strategy Length: 13p 592017 Title: G. Gourville 157 96607 Title: The Future of Interactive Marketing Author(s): Editors Publication Date: 11/01/1996 Product Type: Harvard Business Review Article Abstract: Is interactivity the greatest marketing opportunity of all time? Or does it represent 101 ways to lose money? If it is an opportunity. HBR's Perspectives. which had previously approved the PM product. Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste. (HKU706). Chan. individual customers interact with a network of firms and consumer communities to cocreate value. the Bureau of Alcohol. Richard Tedlow of the Harvard Business School takes a skeptical stance with regard to the often dazzling claims made for high-tech interactivity.Marketing Length: 3p HKU705 Title: Future of Avon's China: Direct Sales. environmentally friendly vehicle and the consumer behavior surrounding purchase of those vehicles. Neither is value embedded in products and services per se. for example. academia. Marketing implementation. K. gained exclusive rights from the Chinese government to test the directselling model in China. Stephen Haeckel of IBM's Advanced Business Institute notes that surprises are fundamental to progress in exploiting interactive technology. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. Managers need a new framework for value creation. by John T. hybrid electric vehicles. Customer relations. Consumer marketing. despite unbounded opportunities for innovation. companies still can't satisfy customers and sustain profitable growth.. companies must build new strategic capital--a new theory on how to compete.. (A): Power Failure at PowerMaster Author(s): Greyser. organizational. Since China banned the direct sales model in 1998. minority advocates and alcohol foes quickly assailed the company for targeting lower-income. This book presents a detailed view of the new functional. C. How should Avon exploit this opportunity of direct selling in China? Geographic Setting: China Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note. Lane. John T. introduced by conference chairman John Deighton. the leading global direct-sales cosmetics company. Isabella Chan Year New: 2007 9535 Title: The Future of Competition: CoCreating Unique Value with Customers Author(s): Prahalad. These personalized co-creation experiences are the source of unique value for consumers and companies alike. Traces efforts over the years to produce electric vehicles. Venkatram Publication Date: 12/15/2003 Product Type: HBS Press Book Abstract: In this visionary book. Subjects: Market segmentation. how will it manifest itself? What will interactive marketing look like. and fuel-cell vehicles. Product development. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies. Eight other commentators from the busness world. Patrick Barwise of London Business School discusses security issues. and Mary Kay Hallman Fellow of Electronic Business and Professor of Marketing at the University of Michigan Business School. especially given that the demand for cosmetics in China had skyrocketed in the past decades. Prahalad and Venkat Ramaswamy explore why. This provided Avon a rare opportunity to expand its business. C. this case looks at the potential for hybrid electric vehicles in the United States. Subjects: Competitive decision making. Consumer behavior. Although the direct sales model had worked well for Avon in almost all other markets in the world. Avon had successfully adopted the traditional sales model of boutique and counter stores. Looks at the pressures on the automotive industry to produce a commercially viable. Venkat Ramaswamy is the Michael R. In this emerging opportunity space. Heileman announced plans to introduce a highalcohol malt liquor under the name PowerMaster (PM). K. (504006). Heileman Brewing Co. capture some of the highlights of the discussions. has consistently focused on "next" practices. No longer can firms autonomously create value. C. Avon. as a consequence. Marketing strategy Length: 23p Supplementary Materials: Teaching 10/30/10 Note. and government also offer insights. Increasingly. In the wake of protests. for over twenty years. by Dongya Li.. Schille. the evolving role of the consumer from passive recipient to active co-creator of value. Innovation. Values Length: 272p List Price: $39. Stephen A. inner-city black consumers. Ramaswamy. and what will it mean for customers and for companies? Those were some of the questions explored in May 1996 at the Harvard Business School Conference on the Future of Interactive Marketing. and governance capabilities that will be required for competing on experiences and co-creating unique value. Presents the questions of whether and why hybrid electric vehicles will succeed where other alternative-fuel vehicles have failed. Marketing management. Tzou. Retail Sales or Both Author(s): Li. Competing for the Future. stresses the importance of making sure a company's use of the Web is appropriate. and.. ubiquitous connectivity and globalization. David. His research. Tobacco. K. Alice Publication Date: 02/01/2002 Revision Date: 04/16/2002 Product Type: Case (Library) Abstract: Set in 2002. the traditional sales model had proved to be very successful in China. His research focuses on new frontiers in co-creating value. Wendy Publication Date: 09/01/1991 Revision Date: 12/11/1991 Product Type: Case (Library) Abstract: In June 1991. As a result. Products are but an artifact around which compelling individual experiences are created. Zhigang. Geographic Setting: United States Industry Setting: Automotive industry Subjects: Automobiles. the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. Dongya. Fruehauf Professor of Business Administration at the University of Michigan Business School and co-author of the landmark best seller. and Firearms (BATF). Tao. Commentator Martin Levin of Microsoft Corp. Isabella Publication Date: 05/26/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 9 April 2005. 13p. Market research. Marketing planning.95 NEW 502025 Title: The Future of Hybrid Electric Vehicles Author(s): Gourville. 8p. initiated a Customer Service Department • 60 Harvard Way • Boston.

: Equal LowCalorie Sweetener (A) Author(s): Clarke. Heileman Brewing Co.D. May be used with: (585011) G.. influences on pricing of corn and sugar. Searle & Co. Geographic Setting: Chicago. The case encompasses both target marketing and ethical issues. RI Industry Setting: Toy industry Subjects: Brand management. Five months into the twelve-month test the product manager wants to introduce the product. which is completely dominated by the Anheuser-Busch companies? Geographic Setting: United States Industry Setting: Beer Company Size: large Subjects: Advertising. 5p. Searle & Co. by Stephen A. Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Supplement (Library). Pricing and advertising policy and the source of business were critical issues in planning the introduction. 15p.: Equal Low-Calorie Sweetener (C).: Equal Low-Calorie Sweetener (B). Heileman Brewing Co.: Equal LowCalorie Sweetener (C) Author(s): Clarke. faced a set of decisions that would ultimately determine the 2004 marketing plan for the G. Ethics. How should the marketing policy be adjusted? Should the BehaviorScan test be extended? May be used with: (585010) G.D. 6p.D.: Equal LowCalorie Sweetener (A). Regulated industries Subjects: Advertising. Ethics. Economic analysis. Searle & Co. The focus of the additional testing is on promotion response--display. Gail Publication Date: 09/20/2004 Revision Date: 03/08/2007 Product Type: Color Case Abstract: In the winter of 2003. (A): Power Failure at PowerMaster. Pricing. Food. Inc.I. Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Equal low calorie sweetener was held up eight years awaiting FDA approval. 10/30/10 158 and coupon. Must be used with: (592017) G. Coyman D Publication Date: 09/01/1981 Revision Date: 02/11/1982 Product Type: Case (Field) Abstract: Evaluates three proposals for long-term sourcing of high fructose corn sweetener. Market research. New product marketing. or rely entirely on nontraditional marketing. Industry Setting: Advertising industry. Ethics. Beverages. Diversity. (C): Public Controversy Over PowerMaster Author(s): Greyser. (596037). Schille. Diversity. by Gail McGovern 582045 Title: GCC Beverages. Searle & Co. (596037). BATF requested that Heileman remove the word "power" from PM's label. JOE as a short-term fad or as a marquee property akin to the Barbie franchise? Includes color exhibits. Heileman cancelled plans to launch the product. Author(s): Goldberg. feature. Consumer behavior. Darrel G. the Hasbro toy company's brand manager for G. When finally approved it had a great cost disadvantage over existing competition.D.D. Greyser. New product marketing.I. Test markets Length: 23p 585011 Title: G. (506012). Pricing Length: 30p Customer Service Department • 60 Harvard Way • Boston. Consumer behavior. Under consideration were three different ways to market the military action figure: use traditional media: supplement traditional media with a short. Toy industry Length: 21p Supplementary Materials: Teaching Note. Stephen A.: Equal Low-Calorie Sweetener (C). In evaluating these options.D. Wendy Schille. Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Twelve months into the BehaviorScan test. Must be used with: (592017) G. and how to measure different contracts.I. JOE: Marketing an Icon Author(s): McGovern. Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. May be used with: (585010) G. Wendy Schille. Product life cycle. (586023) G. Searle & Co. 5p. Darrel G. JOE. Objectives are to show: role of contracts in lessening uncertainty of price in a volatile market. by Mary Gentile 592018 Title: G.: Equal Low-Calorie Sweetener (B). Food. Regulated industries Length: 3p Supplementary Materials: Teaching Note. Contracts. Consumer marketing.Marketing review of PM and several other highalcohol malt liquor products that BATF considered to be in violation of federal law prohibiting brewers from stating or even implying the alcohol content of their products. Economic analysis. Food. JOE brand. Regulated industries Subjects: Advertising. (592018). IL Industry Setting: Food industry Subjects: Advertising. Searle & Co.I. Lagor grappled with a more basic question: What is the nature of the G.D. Industry Setting: Advertising industry. (592049). Illustrates a problem faced by many American brewers: How can these companies increase beer sales in a slow-growing. Consumer marketing. Beverages. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Designed as an in-class handout. increasingly saturated market. 3p. Searle & Co. Regulated industries Length: 6p Supplementary Materials: Teaching Note. Marketing strategy. Geographic Setting: Chicago. IL Industry Setting: Food industry Subjects: Advertising. by Mary Gentile 592049 Title: G. Geographic Setting: Providence.D. A BehaviorScan test was begun to obtain this information.: Equal LowCalorie Sweetener (B) Author(s): Clarke. Billy Lagor. Schille. Pricing policy can still be adapted. JOE and Hasbro brands? Should he market G. Stephen A. Heileman Brewing Co. Searle & Co. (596037). by Stephen A. (586023) G. by Mary Gentile 585010 Title: G. Brands. Beverages. Geographic Setting: Massachusetts Industry Setting: Bottling & distribution industry Gross Revenues: $400 million revenues Subjects: Beverages.: Equal Low-Calorie Sweetener (A). Shortly after. Teaching Note.. Regulated industries Length: 12p Supplementary Materials: Supplement (Library). Ray A. Publication Date: 07/23/1985 Product Type: Case (Field) Abstract: Discusses an extension of the BehaviorScan test described in the (A) and (B) cases of the same name. Searle & Co. 5p. IL Industry Setting: Consumer products Company Size: large Subjects: Advertising. Product positioning. (B): The "Nightline" Decision Author(s): Greyser. Consumer behavior.. Greyser. Consumer marketing. Darrel G. Heileman Brewing Co. Pricing Length: 21p 505030 Title: G. Pricing. Diversity. Test markets Length: 26p 586023 Title: G. Economic analysis. Advertising still shows no measurable effect on Equal's sales. (585011) G. Equal has been introduced nationwide.D. (A): Power Failure at PowerMaster. Geographic Setting: Chicago. animated DVD.I.

and generally reviews recent changes in FDA and consumer attitudes on drugs.000 producers in 87 countries had been certified.5 billion sales Subjects: Competition. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger. consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. David E. John A. or group purchase. competition... 10/30/10 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. Food supply industry. Over 90. fishing & hunting Number of Employees: 10 Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p HKU615 Title: GOME Electrical Appliances Holding Limited: The "Tuangou" Challenge Author(s): Yen. Regina E. Mary Publication Date: 01/05/2009 Product Type: Case (Field) Abstract: In response to new laws governing liability and several food safety scares in the 1990s. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. including: should GAP include environmental and social aspects beyond food safety. Spanish Version Author(s): Quelch. Without mutual respect. Explores the differences and similarities between the countries in terms of consumers. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Credibility is the key to CMO success at breaking down silo barriers and fostering cooperation and synergy. tea. What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the customer sees the market--customers hire products to get jobs done--their success rate in innovation increases. By 2008. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. what was GLOBALGAP's role outside of Europe. They would put relentless pressure on retailers and would press for greater discounts. When the company had saturated that geographical market. while others refused to give in and maintained a fixed-price policy. sauces. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice. In order to amass bargaining power to demand discounts from retailers.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. and margins. GLOBALGAP's board and management were discussing a number of questions. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. Benedict. Forestry. its CEO decided to invade Mexico. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3. Some yielded to the pressure and offered greater discounts. Publication Date: 05/20/2005 Revision Date: 09/27/2005 Product Type: Case (Gen Exp) Abstract: The theories of market segmentation and brand building in Chapter 3. Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. with 259 traditional stores and 4 digital stores by 2006. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Gallardo's is a privately held firm whose products-salsas. and aquaculture. founded by Wong Kwongyu. Gallardo's products and advertisements ended up spurring significant growth in the market. The case reviews the brand strategies for both Tums and Rolaids. Industry Setting: Agribusiness. Looking ahead. It was up to GOME to determine how best it could deal with this new phenomenon. which was complemented by its striving for service quality and innovation. Argentina. and seasonings for Latin American dishes--were sold primarily in the southwestern United States. Richard L. GOME faced the new challenge of tuangou. indicates other and potential consumer antacids. In 2006. livestock. by Benjamin Yen. Laidler. Shows how the company used these market insights to segment the market along different lines than its competitors. some only entertained tuangou that had been pre-arranged and/or preregistered. Shelman. Publication Date: 03/27/1989 Revision Date: 08/08/1989 Product Type: Case (Field) Abstract: Warner-Lambert's brand Rolaids is under increasing competition both from its long-standing rival Tums and from drugs which may move from prescription-only status to the over-thecounter market. Pharmaceuticals. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. without an atmosphere where silos include or seek out the CMO's team. high-volume strategy. Marketing strategy.. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. Lee. 7p. (HKU616). NY Industry Setting: Consumer products. This chapter introduces five routes to gaining credibility and buy-in for initiatives. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. the GLOBALGAP standard had expanded to cover coffee. products.Marketing 189118 Title: GI Wars: Tums vs. but most of the growth was captured by its primary competitor. progress on crosssilo issues will be slow. Designed both to challenge the student to plot a strategy for the Rolaids brand and to consider the issues involved in selling drugs directly to consumers. European retailers drove the creation of a universal production standard based on Good Agricultural Practices (GAP) for fresh fruit and vegetables and a third-party certification system to monitor compliance. Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. What went wrong? Were Gallardo's branding and segmentation strategies consistent with the jobs-to-be-done model? Does the company have the chance to relaunch its products more successfully? Geographic Setting: Mexico. and Poland. Geographic Setting: New York. Agriculture industry. Benjamin. Clayton M. Teaching Customer Service Department • 60 Harvard Way • Boston. Its success stemmed from its low-margin.

Consumer goods. Advertising media. Geographic Setting: Italy. Explores the differences and similarities between the countries in terms of consumers. a producer and marketer of veggie burgers and meat alternative products. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). John Publication Date: 02/01/2006 Customer Service Department • 60 Harvard Way • Boston. Publication Date: 01/04/1977 Revision Date: 11/17/1982 Product Type: Case (Field) Abstract: A national branded apparel manufacturer is concerned over the allocation of its total promotion budget between national media advertising and trade promotion. OR Industry Setting: Consumer products. he had wanted to create a rapidly growing. expanding into other meat alternatives). Brand management.: Building a Brand Author(s): Salmon. Food industry Subjects: Advertising.5 billion revenues Subjects: Advertising. Lyle Hubbard. Brands. Chang. Poland Industry Setting: Agribusiness Subjects: Agribusiness. had called together his executive team to discuss Gardenburger's advertising strategy. Consumer products. NY Industry Setting: Apparel industry Company Size: small Gross Revenues: $27 million sales Subjects: Advertising. Walter J. Entrepreneurship. CEO of Gardenburger. Walter J. and radio advertising. Stephen A. Clothing. Geographic Setting: San Francisco.. and margins. Entrepreneurship. he had wanted to create a rapidly growing. which until then had consisted mainly of print ads in food service trade publications. Growth strategy. Wylie. Argentina. John A. had called together his executive team to discuss Gardenburger's advertising strategy. Clothing. Geographic Setting: Italy. Inc. (594096). by John A. and creating broad consumer awareness and trial. Bell M305A Title: Gardenburger Advertising Strategy (A) Author(s): Grier. Business history. Sonya. Sonya. Video (DVD) Author(s): Deighton. When Hubbard arrived at Gardenburger.5 billion revenues Subjects: Advertising. Product lines Length: 34p 593018 Title: Gallo Rice Author(s): Quelch. Spanish Version Author(s): Salmon. 10/30/10 160 Geographic Setting: Portland. Brands. and Poland. Marketing strategy Length: 21p Year New: 2004 M305B Title: Gardenburger Advertising Strategy (B) Author(s): Grier.. Growth strategy. A secondary issue is the use of the Gant brand name to merchandise boys' wear and a new line of ladies' sportswear. Robert F. Argentina. 8p. When Hubbard arrived at Gardenburger. Advertising strategy. Frozen food industry Number of Employees: 70 Subjects: Advertising. which until then had consisted mainly of print ads in food service trade publications. CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. He believed that key to achieving this strategy was establishing national distribution in the largest channel. Brands. Inc. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997. Brand management. and radio advertising. a producer and marketer of veggie burgers and meat alternative products. Lyle Hubbard. Advertising strategy. off-invoice promotions with distributors. Young. Sales promotions Length: 28p 503S42 Title: The Gap. Laidler. Retailing Length: 34p 593043 Title: The Gap.. International marketing.. Geographic Setting: New York. Quelch 577088 Title: Gant Shirtmakers Author(s): Greyser. (594040). in-store sampling. expanding into other meat alternatives). Advertising campaigns. Wylie. off-invoice promotions with distributors. Product lines Length: 31p Supplementary Materials: Teaching Note.Marketing Purpose: Analysis of three different markets and transferability from different geographic markets of marketing mix variables. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. Marketing strategy. He believed that key to achieving this strategy was establishing national distribution in the largest channel. Clothing. Food & beverage industries. trade shows. Consumer goods. Argentina. Nathalie Publication Date: 03/15/1993 Revision Date: 01/06/1998 Product Type: Case (Field) Abstract: Describes a company marketing branded rice products to three different countries--Italy. Geographic Setting: San Francisco. Advertising campaigns. by David E. products. Chang. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). May be used with: (M305B) Gardenburger Advertising Strategy (B). CEO of Gardenburger. Food.: Building a Brand. Industry Setting: Advertising industry. David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: LACC Case Abstract: Explores the circumstances under which a specialty store chain can profitably engage in large-scale nonprice advertising. CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. May be used with: (M305A) Gardenburger Advertising Strategy (A). and creating broad consumer awareness and trial. Poland Industry Setting: Agribusiness Subjects: Agribusiness. innovating with flavor variety (but generally focusing on the veggie patty vs. trade shows. A specific decision must be made regarding cooperative advertising dollars. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997. competition. Business history. Advertising media. in-store sampling. Retailing. innovating with flavor variety (but generally focusing on the veggie patty vs. Retailing Length: 34p Supplementary Materials: Teaching Note. Food. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 7p. International marketing. David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: Case (Library) Abstract: Explores the circumstances under which a specialty store chain can profitably engage in large-scale nonprice advertising. Marketing strategy Length: 26p Year New: 2004 506709 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream.

retail pricing. 4) access to distribution. and forecast cash flows.. Kennedy 592045 Title: GenRad. Inc.--1990 (A): At a Crossroads in Electronic Test. Strategic market planning. MA Industry Setting: Electronic test & measurement Company Size: mid-size 10/30/10 161 Number of Employees: 1. Inc. High technology products. Implementation. Market segmentation. Strategy formulation Length: 27p 581095 Title: General Electric Co. due to advances in integrated circuit (i. Publication Date: 10/23/1991 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Bob Anderson. 2) product differentiation. The entrant faces six major classes of barriers: 1) economies of scale. As GenRad's key customers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . George S. flavors. was brutal and GenRad's position as market share leader was being assailed by competitive initiatives at both the low end and high end of the market. Must be used with: (502011) Harrah's Entertainment. by John R. Robert F. Competition among industry players. Inc. electronic manufacturers.S. Canada. their demand for PCB test equipment had stagnated. In implementing changes to GenRad's product strategy. Subjects: Market share. DVD Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. Industrial markets. by V. 10p. Direct entrants reduce or avoid barriers by taking one of two strategic approaches: 1) reducing barriers by employing the same competitive strategy as incumbents. Carty. In deciding how to change GenRad's organization--yet preserve its legacy of technical excellence-Anderson must confront the question: "What does it mean to be marketoriented in a technology-driven industry?" May be used with: (593005) GenRad. Raphael R. U.is more of an opportunity or threat to GenRad's core business of proprietary PCB automatic test equipment (ATE) systems. must lead his team in rethinking GenRad's product strategy to respond to massive change in the printed circuit board (PCB) test equipment industry.. Paul Publication Date: 01/01/1987 Revision Date: 08/06/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Yves Lafortune. Strategy formulation Length: 29p Supplementary Materials: Teaching Note. Bandiera. Inc. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min List Price: $150. Implementation. 3) absolute cost. systems. Video (VHS) Author(s): Deighton. Stephen A. Market definition. Industrial markets. Market segmentation. Marketing planning. Anderson must work within the context of organizational structure. pack-types. High technology products. Must be used with: (502011) Harrah's Entertainment. Market definition. trade and company margins. Carty. Geographic Setting: Concord. Publication Date: 12/30/1980 Revision Date: 04/13/1981 Product Type: Case (Field) Abstract: General Electric executives are concerned about the communications effectiveness of the cooperative advertising program.e.869 Gross Revenues: $188. Inc. John R. Pricing strategy Length: 13p Supplementary Materials: Teaching Note.--1990 (B): The VXIbus Standard Author(s): Shapiro. Product management Length: 7p 87A001 Title: Gatorade Author(s): Kennedy. Benson P. Director of Strategic Marketing and Business Development. has been asked to develop a proposal for the possible introduction of Gatorade into Canada in 1986. A key issue is whether incorporating an industry standard into a GenRad PCB automatic test equipment system -which would allow customers to mix and match GenRad products with those of competitors -.S. Marketing strategy. He must develop a complete marketing and financial proposal. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min Year New: 2006 506710 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards. and Canadian consumer and industrial markets indicates that barriers to entry are surmountable and that direct entry may be a viable alternative to corporate growth through acquisition and to development of present markets. Geographic Setting: Concord. May be used with: (592045) GenRad. Young.00 Year New: 2006 82512 Title: Gateways to Entry Author(s): Yip. as a result.Marketing Product Type: Case Video. or 2) avoiding barriers by using a different strategy altogether. Strategic market planning. PCB testing requirements had become more complex at a time when customers were seeking lower-cost testing solutions. Distribution. Marketing management. Another important issue in approaching the decision is a definition of the market opportunity.. pack-sizes. Marketing strategy. (595067). Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: A study of 793 U. IC or "chip") design. CEO of GenRad. forecast market outcomes. 5) capital requirement. Their particular focus is on the relative roles of national advertising and dealer co-op Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Ontario Industry Setting: Beverage industry Company Size: large Subjects: Beverages. must decide between two radically different product development plans to offer products that incorporate a new industry standard instrumentation bus.9 million 1989 revenues Subjects: Competition. Benson P. Inc. Moreover. Publication Date: 06/30/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Carole Prest. Kasturi Rangan 593005 Title: GenRad.--1990 (B): The VXIbus Standard. and culture that reflect a strong technology orientation. This case focuses on decisions regarding channels.--1990 (A): At a Crossroads in Electronic Test Author(s): Shapiro. new business development officer for Quaker Oats Canada Ltd. Raphael R.. 13p. MA Industry Setting: Electronic test & measurement Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Competition. (887A01).. John Publication Date: 02/01/2006 Product Type: Case Video Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. and 6) incumbent reaction.: Appliance Division Advertising Author(s): Greyser.. faced tough times in their own markets.

Raymond. Market analysis. Industrial markets. Consumer research evaluating alternative materials is presented also. The issue is what action. Cooperatives. IN Company Size: Fortune 500 Subjects: Competition. Raymond Corey 585053 Title: General Electric Co. Industry Setting: Counters & timers industry Gross Revenues: $23 billion sales Subjects: Household products. by John F. Cynthia A. and the relative expenditures for each. to electrical wholesalers (who in turn sell to repair shops).Marketing advertising. Collins NA Publication Date: 03/04/1985 Product Type: Case (Field) Abstract: Summarizes the manufacturing process and human resource changes associated with the implementation of Project C. Cady 582151 Title: General Electric Co. Quelch. Collins NA Publication Date: 03/04/1985 Revision Date: 09/24/1986 Product Type: Case (Field) Abstract: The manager of GE's Major Appliance Business Group's dishwasher marketing department is evaluating a proposed $28 million investment to overhaul GE's dishwasher plant. a $28 million investment to overhaul GE's Louisville dishwasher assembly plant.: Major Appliance Business Group (D) Author(s): Quelch. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances. 27p.: Major Appliance Business Group (B) Author(s): Quelch. Bates 585076 Title: General Electric Co. by John F. Multinational corporations. Merchandising. Publication Date: 05/11/1987 Revision Date: 10/12/1989 Product Type: Case (Field) Abstract: The management is concerned about the current cost efficiency and competitive effectiveness of continuing a long-standing relationship with three master distributors who sell small motors.: Clock and Timer Market Strategy Author(s): Cady. 16p. Multinational corporations. Marketing management. Collins NA Publication Date: 03/04/1985 Revision Date: 11/01/1985 Product Type: Case (Field) Abstract: The dishwasher marketing planning manager is developing the 1983 budget for dishwa