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

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

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

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

New product marketing. Food. Ethics. (IMD056). Publication Date: 06/29/1988 Revision Date: 02/28/1989 Product Type: Case (Gen Exp) Abstract: Raises important issues about customer technical service. or marketing Sel-Plex directly to consumers in tablet form. The changes in the strategy aim for: margin improvement. Sales organization Length: 3p Supplementary Materials: Teaching Note. Leadership. 9p. Teaching Note.. more costly products. by Kamran Kashani NEW IMD054 Title: Alto Chemicals Europe (B) Author(s): Kashani.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. A 1993 ECCH award winner. Interdepartmental relations. which include continuing with the current strategy. and pan-European optimization. (IMD054). (IMD055). by Benson P. in particular "customer oriented" pricing. and strong branding. 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. Sales strategy. Sel-Plex. The second system is much less expensive to run (due to computer fees). Implementation. the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. Marketing planning. Shapiro. 4p. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD . (IMD056). N. a proprietary Alltech product. Sales organization Length: 3p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Aluminum industry. Addendum Author(s): Clarke. Must be used with: (IMD053) Alto Chemicals Europe (A). Customer relations. Marketing planning. by Kamran Kashani NEW IMD055 Title: Alto Chemicals Europe (C) Author(s): Kashani. centralized decision making. Implementation. Marketing planning. Must be used with: (581149) Amalgamated Foods: Implementation of a Marketing Customer Service Department • 60 Harvard Way • Boston. The primary issue is pricing. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals. 3p. Benson P. (582086). Management of change. Marketing strategy. had shown important health benefits for animals and humans. 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. Craig Smith 10/30/10 14 588078 Title: Amalgamated Aluminum Pigments Division: The Technical Service Conundrum Author(s): Shapiro. Developed to provide some industry background. Marketing planning Length: 19p Supplementary Materials: Supplement (Note). Industrial markets. Research & development. There are important ethical overtones to the case. Supplement (Field). new segmentation. international support. The product is patented and comparable to earlier. but is less "user friendly. Leadership. 3p. Customer service. Information systems. (IMD056). Pricing. Leadership. and what form of technical service. 9p. Must be used with: (IMD053) Alto Chemicals Europe (A). John A. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . Benson P. Management of change. Sales organization Length: 13p Supplementary Materials: Supplement (Field). Lyons and Alltech's directors must choose between three different options for Sel-Plex. Matrix organization. (591121). Matrix organization. Darrel G. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD .International Institute for Management Development Abstract: Supplements the (A) case." 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. 582086 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System. and product liability are among the issues raised.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. Clarke. Management of change. Although numerous branded selenium-enriched products were being sold in supermarkets around the world. by Kamran Kashani. 9p. by Kamran Kashani. This is a revised version of an earlier case. Services Length: 3p 581149 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System Author(s): Clarke. Marketing strategy. by Kamran Kashani NEW 589035 Title: Amalgamated Aluminum Alloy Division Author(s): Shapiro. Quelch. The R&D and sales departments are attempting to decide how much technical service to provide to competing customers. 13p. Marketing strategy. creative marketing.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. partnering with animal producers. 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: Europe Industry Setting: Chemical industry Subjects: Europe.International Institute for Management Development Abstract: Supplements the (A) case. Product lines Length: 5p Supplementary Materials: Teaching Note. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. Customer confidentiality. Fabricated metals Company Size: large Subjects: Customer relations. by Darrel G. Darrel G. Implementation. Matrix organization.

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

including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. Sports.00 591033 Title: American Heart Association's Heartguide Author(s): Goldberg. 16p. by Youngme Moon Year New: 2005 593038 Title: American Mobile Satellite Corp. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (591057). 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. 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. Food industry Subjects: Food. (593116). Twelve Ad Clips. Marketing strategy. Health Length: 3p 504014 Title: American Legacy: Beyond the Truth Campaign Author(s): Moon. and the environment. Nonprofit marketing Length: 28p Supplementary Materials: Teaching Note. A chronology of the ABL's history is included.00 9-509-721 Title: The American Express Card. 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. Goldberg.. nutrition. channel. resource-constrained company. Geographic Setting: Global Industry Setting: Agribusiness Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agribusiness. Video (VHS) Author(s): Quelch. Communication. Consumer marketing. and salesstrategy decisions. Illustrates the interdependent nature of product policy. Health care. the only way to do this is by diverting resources away from 10/30/10 16 the "Truth" campaign. Edmund O'Keefe 591057 Title: American Heart Association's Heartguide. Youngme. Geographic Setting: United States Industry Setting: Health care industry. O'Keefe. Customer Service Department • 60 Harvard Way • Boston. AMSC's president is making decisions concerning AMSC's marketing program. a campaign that they know is working. Ray A. Sales management. Geographic Setting: United States Industry Setting: Sports industry Subjects: Competition. O'Keefe. Women Length: 2p 591043 Title: American Cyanamid Author(s): Goldberg. Marketing organization. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $150. Marketing implementation. In mid-1992. Telecommunications Length: 23p Supplementary Materials: Teaching Note. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Discusses recent news items that link food to health. International marketing Length: 24p 9-509-720 Title: The American Express Card. 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. Health care industry Number of Employees: 50 Gross Revenues: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Advertising. Product management.. Ethics. by Frank V. Herman. Supplement Author(s): Goldberg. and competitive positioning versus the Women's National Basketball Association (WNBA). Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Distribution channels. Goode. 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. Video (DVD) Author(s): Quelch. in the interim. However. students are asked to assess the reasons why the league was not financially successful. Geographic Setting: United States Industry Setting: Advertising industry. the American Legacy Foundation. John A.Marketing Product Type: Case (Library) Abstract: Provides information on the demise of the American Basketball League (ABL) in December 1998. television activity. Ray A. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. Shaner. AMSC is providing limited services via another company's satellites. by Ray A. Industrial markets.. 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. Health Length: 42p Supplementary Materials: Supplement (Pub Mat). Frank V. May be used with: (599031) Women's Professional Basketball and the American Basketball League.. Must be used with: (591033) American Heart Association's Heartguide. John A. The first satellite launch is scheduled for 1994 and. 3p. In conjunction with earlier cases on the ABL and the WNBA. Laura Publication Date: 11/02/1992 Revision Date: 05/12/1993 Product Type: Case (Field) Abstract: American Mobile Satellite Corp. Includes color exhibits. The focus of the "Truth" campaign is to dissuade teenagers from smoking. Subjects: NO SUBJECTS(KEYWORDS) Length: 12 min List Price: $150. Market segmentation. technology-sensitive marketplace. Consumer marketing. 8p. The sponsor of the campaign. 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. (506056). Industry Setting: Food industry Subjects: Food. 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. Twelve Ad Clips. Ray A. Author(s): Cespedes. Reviews the League's attendance. while also illustrating typical differences between marketing/sales and product development/engineering in an emerging.

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

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

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

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

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

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

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

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

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

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

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

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

Marketing planning. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan. Kasturi. Food processing industry. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan. Real estate Length: 18p Supplementary Materials: Teaching Note. market. government after World War I. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. 10p. service. Poorvu. 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. 13p. Richard E. BMW is attempting to revive its position in the U. The new CEO of North America considers a multifaceted plan to turn around the situation. Richard E. by William J. BMW attempts to revive its position in the United States market. 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. 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. and seek cost leadership. unit sales had fallen to 53.Marketing of which were confiscated by the U. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity.. William J. (598075). which gave Bayer one name worldwide for the first time since World War I. Geographic Setting: North America. (594107). Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. Pricing strategy. Four such strategic options are detailed and discussed. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . International marketing.000 in 1987. Marketing strategy. unit sales had fallen to 53. Provides illustrations of firms who have successfully implemented each. A rewritten version of an earlier note. 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. Leasing. Robert J. by John A. Bowman. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart.000 from 88. International marketing. 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. Industrial markets.S. Holding companies.900 Gross Revenues: $11. These firms know how and when to differentiate their products through innovation. Subjects: Commodity markets. John A. Root. Brands. Product lines Length: 22p Supplementary Materials: Teaching Note. Geographic Setting: North America. negotiating tactics and strategy. Addresses market and lease analysis. Partnerships. Consumer marketing. the better managed firms find a way to make money in the commodity cycle. Subjects: Commodity markets. Author(s): Quelch. May be used with: (598032) Bayer AG (B). Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. 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. V. by John A. Spanish Version Author(s): Dolan. In 1991. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Brands. Dolan 390113 Title: Bayside Author(s): Poorvu. Marketing planning. Marketing mixes. Robert J. Market analysis.. and customer partnerships. by Robert J. (391222). Four generic strategies to avoid commoditization are suggested. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Negotiations. Automobiles. In 1991.S. (598075).900 Gross Revenues: $11. Pricing strategy. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Inc. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. and how and when to offer a "no-frills" product.5 billion net sales Subjects: Acquisitions. Crum. John A.5 billion net sales Subjects: Acquisitions. Bowman. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. May be used with: (598031) Bayer AG (A). Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. 12p. Christopher W. Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Brands. then commoditization and decline. Kasturi. Geographic Setting: Boca Raton. Marketing mixes.000 from 88.000 in 1987. V. FL Industry Setting: Real estate Company Size: small Subjects: Financing. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. Marketing strategy. This note argues that while commoditization of an industry may seem inevitable. 12p. and management of a financial partnership. 10/30/10 36 Industrial markets. Automobiles. The new CEO of North America is considering a multifaceted plan to turn around the situation.

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

the company was trying to decide how to introduce the product to both the domestic and international markets. by Paul W. The division has authorization to hire an additional marketing manager. The new campaign involves a substantial increase in marketing expenditures. Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation. 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. only a few memberships had been sold.. Organizational design. (588077). Cespedes 513050 Title: Beech Aircraft Corp. He considered several options and had to determine what would work best in the Chinese market. Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy. 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. Pricing. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. China. 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. Xin. 11p. The timing--1991--is propitious. the seven regional Bell companies. Membership cards were sold that entitled each member to a distinct level of hospital service. A new CEO. by Kenneth G. by Frank V. what) modifications are warranted for the upcoming year. Medical supplies. Kenneth G.. 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. They are deciding on whether (and. 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. John L. has just succeeded Mr. Rocco Customer Service Department • 60 Harvard Way • Boston.Marketing Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution. budgetary considerations.. and advertising evaluation. Goode. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes. Joint ventures. International marketing. Teopaco. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China. Stephen A. Negotiations. Hence. Stephen A. and 2) if so. Marketing implementation. and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. 17p. Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser. Sales management Length: 21p Supplementary Materials: Supplement (Note). Describes Bellcore's relations with its owners. Frank V. Product management. Marketing management. More specifically. Patents Length: 25p Supplementary Materials: Teaching Note. Chen Xiao Yue. by Robert D. 9p. by Frank V. Mark. Beamish. Aircraft. which resulted in a cash shortage.. Buzzell. (801A06). what should be the role and responsibilities of a new manager within the marketing organization. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11. International marketing. role of advertising within overall company strategy. Market entry.. Major issues include: the role of advertising in increasing demand for a commodity food product. Medical supplies. Marketing strategy. (591071). Teaching Note. Dr. Market segmentation. Health services. Created and owned by the Chinese university at which the new technology had been invented. 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. E. and evaluation of the development and results of a major advertising campaign. 9p. Marketing organization. (593109). Market research. Marketing organization. Ken Mark 592047 Title: Bell Communications Research Author(s): Corey. but felt that he must redirect and revitalize the marketing campaign. 10/30/10 38 promotional. 6p. and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies. Yue. Agriculture. if so. Paul W. Author(s): Beamish. Hardy. George Heilmeier. market segmentation. and its organization structure and decision-making processes. Food. 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. He did not know why sales failed to materialize as expected. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns. Industry developments. Sales management Length: 18p Supplementary Materials: Teaching Note. 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. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. the immediate case decisions are: 1) whether to hire an additional manager. 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. (898M33). Chen Xiao. Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. including historical approaches to advertising. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Intellectual property. (A) Author(s): Greyser. The CEO found that as the building neared completion. Commodity markets.

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

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

Bloom. competitive profiles. Jaworski. and focusing in-store advertising media on the POP. and the consumer. 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. Its operations included the distinct store formats Best Buy. Boston Author(s): Lovelock. Industry Setting: Advertising industry. Minn. Irina. 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. Short on appropriately skilled labor and flush with new intelligent technologies. Electronic commerce. T.95 41 579180 Title: Beth Israel Hospital. Important environmental trends include increasing government health regulation. automated.-based Best Buy Co. visionary managers are not just outsourcing or sending work offshore for greater efficiency.3 billion. Retailing. 10/30/10 Information technology. Rayport and Bernard J.. and Magnolia Audio Video as well as service provider Geek Squad.: CustomerCentricity. Richfield. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy. the money. CannonBonventre. 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. Marketing strategy. Geographic Setting: Boston. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . home-office products. In Best Face Forward. 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. Future Shop in Canada. Retailing. Christopher H. Future Shop in Canada.. more intensive competition. Services Length: 272p List Price: $32. Knoop.3 billion. But on December 13. (581008). Jeffrey F. Health services. Competition. Based on extensive research inside both start-up and established businesses. including a new set of segment leaders.Marketing Knoop. Spanish Version Author(s): Lal. easily identifiable packaging. a subsidiary of Monitor Group. Tarsis. Customer service. Marketers must make the most of the communications possibilities at this point to increase their sales. a declining birth rate. Rajiv. Best Buy missed its third-quarter earnings per share (coming in at $0. 2005.-based Best Buy Co. was the leading retailer of consumer electronics. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. and related services in North America. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever. By making effective displays. 9p. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Rayport is chairman and founder of Marketspace LLC. not $0. a loss of $2 billion in market cap.28. Nine pages of exhibits include market trends. Retail industry Subjects: Automation. Sales management. designing appropriate. Richfield. Inc. 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. by Christopher H. and Magnolia Audio Video as well as service provider Geek Squad. Bernard J. Best Buy missed its third-quarter earnings per share (coming in at $0. marketers can address the various interests of the manufacturer. For the eight years leading up to 2004. Jeffrey F. John A. Minn. 2005. Industry Setting: Fast food industry. Bernard J. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. Public policy.. success is based on how well firms manage interactions with customers.30). Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. For the eight years leading up to 2004. 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. including a new set of segment leaders. 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.30). Hospital administration.. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27.. Inc. and cost and occupancy data. 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. The company's stock price fell nearly 12% that day. not $0.28. 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. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch. a loss of $2 billion in market cap. home-office products. the retailer. Regulation Length: 19p Supplementary Materials: Teaching Note. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston. The company's stock price fell nearly 12% that day. Process innovation. Inc. and hybrids of both--to surpass current levels of performance and service. was the leading retailer of consumer electronics. and changing expectations of maternity care by women. Its operations included the distinct store formats Best Buy. they are recruiting machines into the workforce for greater effectiveness. But on December 13. Nonprofit marketing. and the product--converge. Retail industry Subjects: Advertising. making shopping exciting. pricing and service characteristics. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. Pricing strategy. Far from dehumanizing the workforce. Service management. Jaworski argue that as this "frontoffice automation" revolution unfolds.. and related services in North America. Jeffrey F.

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

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

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

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

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

let people project the impact of many stimuli by testing just a few of them. 15p. Management communication. while retaining or building brand equity. Recreation Company Size: small Subjects: Canada.50 R0109K Title: Boost Your Marketing ROI with Experimental Design Author(s): Almquist. Deutscher C0204B Title: A Blueprint for Constructing a Personal and Professional Network Author(s): Krattenmaker. But that sort of networking is not only ethically questionable. Biz Ware. but has no time to collect further data. it just plain doesn't work. Bryant Year New: 2006 507S21 Title: Boston Fights Drugs (A): Designing Communications Research. consultants Eric Almquist and Gordon Wyner explain that although marketing has always been a creative endeavor. Subjects: Interpersonal relations.. Pankaj. mousse. networking experts give their tips for building a personal and professional network that works. in which they used experimental design techniques to test that company's e-mail marketing campaign.Marketing Blogs are discussed within the framework of Web 2. Demand is very uncertain. conditioners. 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. and styling products (gels. Tom Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Networking has a bad reputation in some circles. Murray J. wax. 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. True networking is built on a solid foundation of respect and reciprocity. Market research. and profitability. 6p. In this article. Geographic Setting: Ontario Industry Setting: Amusement park & attraction industry.0. Fisher. largely because there are so many possible combinations of stimuli. "Experimental design" techniques. The authors use a fictional company. Fisher. Customer Service Department • 60 Harvard Way • Boston. In this article. Wyner. His primary objective was to drive sales volumes and trade-up consumers from lower value brands. Still. etc. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. Industry Setting: E-commerce. By using mathematical formulas to select and test a subset of combinations of variables. 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. delivery. telephone solicitations. by Terry H. Terry H. a lot of these messages fail to hit their targets or elicit the desired response: the purchase of a product or service. Demand analysis.: The Night Skiing Decision Author(s): Deutscher. Networks Length: 2p List Price: $4.000 budget to combat drug abuse among Boston's school-going population.) developed in collaboration with United Kingdom's top celebrity hairdressers. The authors also present the results of their work with Crayola. Marketing planning. Spanish Version Author(s): Rangan. Retail industry. V. Gordon Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: Consumers are regularly blitzed with thousands of marketing messages--television commercials. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . marketers can model hundreds or even thousands of marketing messages accurately and efficiently--and they can adjust their messages accordingly. They create their own storyboards but are not sure if they are truly better. The company can then analyze the experiment's implications for its resources. Jennifer Publication Date: 10/30/1987 Product Type: LACC Case Abstract: Describes in detail the research mounted by five individuals with a $20. It has been very difficult for companies to isolate what drives consumer behavior. one of the best known and respected retail names in the United Kingdom. receive a gift with purchase. MA Industry Setting: Advertising industry Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: LACC Case. The use of blogs by several companies as tools to better engage the customer in the creation. and dissemination of marketing messages is also demonstrated. so the management undertakes a market research study. and Internet banner ads. 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. Kasturi. Day skiers at the facility are surveyed about their potential interest during the months of February and March. Test markets Length: 7p 905A22 Title: Boots: Hair-Care Sales Promotion Author(s): Shandilya. or an on-pack coupon--for the Christmas season. May be used with: (504008) Meloche Monnex. but also longterm implications for the brands involved.. Recreation Length: 20p Supplementary Materials: Teaching Note. The alternative selected would have both immediate effects on costs and sales. Statistical analysis. The professional hair care line consisted primarily of shampoos. the next generation of the Internet. Geographic Setting: Boston. Web services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p 83A025 Title: Blue Mountain Resorts Ltd. Murray J. Burke. Bryant. by Robert J. adopting a scientific approach to it may actually make it easier--and more cost effective--for companies to target the right customers. 10/30/10 47 Robert J. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. provided health and beauty products and advice that enhanced personal well-being. The marketing manager's challenge was to select one of three promotional alternatives--get three for the price of two. Eric. it conjures pictures of shameless self-promoters bent on manipulating every contact for personal gain. Marketing implementation. (805A22). The resort's management is suspicious about the validity of the results of the research. Marketing strategy. supermarket circulars. revenues. (883A25). which have long been applied in other fields. which is comprised of user-generated content and social computing. Lawrence. Subjects: Consumer marketing.

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

such as JetBlue. whose unorthodox approaches have allowed them to steal share from all segments of the market. (8280BC) Core Brand Message: How to Build a Unique Brand. Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. and stealth positioning--that such companies have used to dominate their product categories. 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. IKEA.. analyzing. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston. attribute perception biases. and predicting a brand's equity in a product market. attribute perception biases. Seenu Srinivasan shares his research on measuring.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane. Seenu Srinivasan shares his research on measuring. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon. 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. (8279BC) Core Brand Values: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6. and predicting a brand's equity in a product market. Moon cites numerous examples of companies. reverse. Brands. Troopers. A fivefold typology of brands-Coveted Icons. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. (8282BC) Brand Icons: How to Build a Unique Brand. professor V. David A. 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. and nonattribute preference--and reveals how much each contributes to brand equity. Evidence suggests managers need to assess both consumer familiarity with. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. but ultimately it's the CEO's job to stop brand dilution. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . professor V. Marketing strategy. 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. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Analyzing. and Sony. Vicki R. Subjects: Brands. (8280BC) Core Brand Message: How to Build a Unique Brand.. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. 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. 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. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. V. She presents four positioning strategies--iconic. (8281BC) Brand Personality: How to Build a Unique 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. (8279BC) Core Brand Values: How to Build a Unique Brand. the brand. Trout. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser. breakaway. 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 nonattribute preference--and reveals how much each contributes to brand equity. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. Market positioning. Kevin J. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. analyzing.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy. The fault lies partly with marketers and ad agencies. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. 10/30/10 49 Developers. V. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Consumer marketing. Joachimsthaler. Tarnished Treasures. Subjects: Brand management. Analyzing. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. and Diamonds--is offered for describing the degree of brand balance. and consumer regard for. This chapter will help you determine which brand icons will work best for your brand. and Predicting Author(s): Srinivasan. Her insights and analyses can help you to position your product to its best advantage.

Palliser has created a unique cultural outlook that other small business owners can adopt. Kevin L. 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. synergy. Elizabeth. endorsed brands. if pressed. many would find it difficult even to identify all the factors they should be considering. clarity. A full range of marketing tools are employed to build brand equity. And the company consistently measures sources of brand equity." It is intended to help brand architecture strategists employ insight and subtlety to subbrands. Marketing strategy 10/30/10 Length: 3p 50 BH159 Title: Brand Value. Finally. By doing the same for competitors' brands. by Katherine N. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. May be used with: (R00104) The Brand Report Card. (502083) Inside Intel Inside. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk. Wesley. confusion. Most have a good sense of one or two areas in which their brand may excel or may need help. Bornheimer. In doing so. they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. Brands. he looks at management considerations: Managers of strong brands understand what the brand means to customers. Marketing management. Marketing mixes. Geographic Setting: Europe. Marketing management. But.. and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear. Flexibility. The brand stays consistent. Subjects: Brands. Brand managers now face market fragmentation. Brand management. In addition. Subjects: Brand equity. This set of challenges has created a new discipline called "brand architecture. Sub-brands relate to one another in an orderly way within a portfolio of brands. They stay relevant to customers over time. Kevin L. By blending four different types of marketing practices. Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon. Fareena. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. Keller. Brand management. Kevin L. (501006). such as a mobile news ticker for the 2004 European soccer championship. the growth of global mobile marketing practices. Marketing mixes. Presents company background information.E. May be used with: (501004) Brand Report Card Exercise. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. Subjects: Brand equity. 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. Lemon. channel dynamics. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire. The company gives the brand proper support and sustains it over the long term. 5p. Pricing truly reflects consumers' perceptions of value. Alvin J." A coherent brand architecture can lead to impact. Today the situation is far different. This article introduces a powerful brand architecture tool. Convictions. Consumer marketing. and their alternatives. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . To give managers a systematic way to think about their brands. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. it has ensured the effective use of limited resources and built a competitive advantage through considered action. United Kingdom. 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. and business environments that have drastically changed their task. managers can come up with a comprehensive brand report card. Introduces a specific campaign--Respect M.-featuring Missy Elliott. there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. and New Zealand Wine Author(s): Beverland. a popular female hip-hop artist. Katherine N. and leverage rather than market weakness. he says. students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. Elizabeth Bornheimer. But few can objectively assess their brand's particular strengths and weaknesses. and missed opportunities. Consumer marketing. the "brand relationship spectrum. Consumer marketing. United States Customer Service Department • 60 Harvard Way • Boston. Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share.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. data on the penetration of mobile devices such as cell phones. Sultan. Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller. Subjects: Brands. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. waste. 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. Adhering to a core set of values. global realities. and several mobile marketing communications campaigns that Adidas launched in 2004. Andrew. By grading a brand according to how well it addresses each dimension. Brands.

Jill Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: In a global economy. manufacturers of brand-name products can have significant influence on the Customer Service Department • 60 Harvard Way • Boston. including Salomon Smith Barney and Primerica. Marketing strategy. and investments under one umbrella. Subjects: Brand management. NY Number of Employees: 255. resulting in a loss of customer equity. Corporate culture. rather than knowledge about individual consumers. In this chapter. Both entities historically had very different cultures. (2629BC) Pricing It Right: Strategies. 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. New Challenge. International marketing. psychological. (2580BC) Market Customization: Market Segmentation. companies must reinvent their marketing function. Private Labels: Fighting to Win Author(s): Quelch. John A. (2653BC) Marketing Across Borders: It's a Big. marketing managers need to consider factors that don't apply in domestic markets.556 million revenues Subjects: Brand management. financial services company to combine banking. the issue isn't product quality. When an Israeli refuses to buy a German car. privatelabel market share generally goes up when the economy is suffering and down in stronger economic periods. 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. Consumer behavior. Douglas B. It was the first U. and they must hire and train cultural activists. for instance. Second. is easy to buy and operate. collectively. social. decisions must be made early and decisively to prevent damaging brand equity. social. Spanish Version Author(s): Holt. 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. Brands. Subjects: NO SUBJECTS(KEYWORDS) 10/30/10 Length: 25p List Price: $6. unit share of storebrand goods place first. There are more private labels on the market than ever before. Knoop.95 Year New: 2006 51 503045 Title: Brands and Branding Author(s): Holt.Marketing Industry Setting: Apparel & textile industries Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note.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. Financial services. Douglas B. (2564BC) Creating a Marketing Plan: An Overview. or third in 177 of 250 supermarket product categories in the United States. They must strategize according to cultural branding principles. psychological. and Pitfalls. (2637BC) Integrated Marketing Communications: Creativity. Targeting. (2645BC) Interactive Marketing: New Channel. Product positioning Length: 12p NEW 503S80 Title: Brands and Branding. and Effective Resource Allocation. But many manufacturers have not fully recognized two important points in considering this threat. Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Abstract: In Spring 1998. second. insurance. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: To systematically build iconic brands. Marketing strategy. driving a radically different approach to branding. and symbolic. and is backed by customer service--and many products may fall into this category. (2610BC) The Right Customers: Acquisition. and symbolic. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Douglas B. Subjects: Brand management.S. Four dimensions of the brand are described: economic. the authors introduce basic branding strategy as well as warn of over-differentiation. (2599BC) Developing New Products and Services: The Marketer's Role. manufacturers have reason to be concerned. (805A24). Global Research Group. International business. Subjects: Consumer behavior. Brands. Marketing management Length: 1p 504023 Title: Branding Citigroup's Consumer Business Author(s): Deshpande. 13p. Consistency. 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. Applications. During completion of the merger. First. Klein. and Positioning. Brands. Product positioning Length: 13p NEW 96109 Title: Brands vs. and Development. Richard. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. 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. Rohit. Big World. 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. They must assemble cultural knowledge. International marketing Length: 22p NEW 4857BC Title: Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt. Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses. Harding. by David Wesley Year New: 2006 F00604 Title: Branded by the Past Author(s): Ettenson. It's history. (2572BC) Competitive Analysis: Understand Your Opponents. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Four dimensions of the brand are described: economic. Geographic Setting: New York.000 Gross Revenues: $92. In a tense post-merger situation. Retention. which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied.. Consumer behavior. rather than stewards of brand essence.

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

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

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

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

Geographic Setting: United States Industry Setting: Personal computer industry. Mela. Jeffrey. marketing implementation. California. Globalizing companies are having difficulty determining which offerings. 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.S. will deliver the best ROI. Sales strategy Length: 25p 582131 Title: Brookfield Corp. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Sylvia.. How to protect your brands? Avoid using repeated discounting to boost sales if price-sensitive consumers are straying from your brand. Marketing implementation. Samuel E. Clos Du Val had seen its glory days. and distribution strategies. joined the privately owned Clos Du Val Wine Company. Instead. Gosia Publication Date: 11/29/2007 Product Type: Supplement Abstract: This three-part case series traces the fortunes of a California winery. High technology products. by Samuel E. Walter J.'s Personal Computers (A) Author(s): Salmon. Then dedicate most of your marketing budget to high-ROI scenarios. Sales management Length: 8p UV0583 Title: Browser Wars: Microsoft Versus Netscape Author(s): Bodily.95 Year New: 2007 501015 Title: Building Brand Community on the Harley-Davidson Posse Ride Author(s): Fournier. Schouten. Industry Setting: Web services Gross Revenues: $16 billion Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note. James. and handling of the PBC by various channels. Susan. Brooke Correll. a former executive at MTV. "Optimal Marketing" by Marcel Corstjens and Jeffrey Merrihue.. CannonBonventre.. Mela. and to outperform competitors. however. Cofounded by an expert winemaker with ties to the famous Chateau Lafite Rothschild. sales had begun to lag. Boost your brand value. Should Microsoft go for initial share. Marian C. In June 2001. Brookfield had hoped for better sales performance. Sensiper. and you win customers' enduring devotion and the profits that come with it. Barbara B. Glinska.. Pricing strategy. Walter J. Corstjens. as director of Marketing. Geographic Setting: United States Industry Setting: Personal computer industry. CannonBonventre. (UV0584). 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. 1981. Industrial markets. marketed in which countries. High technology Gross Revenues: $350 million revenues Subjects: Computer industry. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A). Publication Date: 11/01/1985 Product Type: Harvard Business Review Article Abstract: Marketing has long emphasized the importance of being close to the customer. Understand the 10 traits shared by the world's strongest brands--then ensure your brands get high grades on each trait. and "The Brand Report Card" by Kevin Lane Keller. will yield the biggest profits. Marketing implementation. 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). Lodish and Carl F. Keller. Kevin L. Why Are They Managed over Quarters?" by Leonard M. new product development. Analytically determine which products. Purchasing Length: 8p 2282 Title: Building A+ Brands (HBR Article Collection) Author(s): Lodish. concentrate on stealing over time. Publication Date: 07/01/2007 Product Type: HBR OnPoint Collection Abstract: Safeguarding your brand equity has become harder than ever. Bodily Year New: 2008 85608 Title: Build Customer Relationships That Last Author(s): Jackson.'s Personal Computers (B) Author(s): Salmon. Kristina Publication Date: 04/14/1982 Revision Date: 07/11/1986 Product Type: Case (Field) Abstract: Should a major U. in which countries. The Harvard Business Review articles in this collection are: "If Brands Are Built over Years. Marcel.com. with high ratings accompanied by robust sales. During the 1990s. retain customers. Carl F. Leonard M. While it had met corporate sales goals. beef up your advertising. To be used with Brookfield (A). Consumers are buying more nonbranded products.Marketing UV0746 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (C) Author(s): Moore. Merrihue. As the winery's first marketing professional. Consumer marketing. in Napa. (UV0743) Brooke Correll and Clos Du Val: Adventures in Napa Valley (B). and WineShopper. Publication Date: 07/13/1998 Product Type: Case (Field) Abstract: Microsoft is planning the introduction of Internet Explorer along with Windows 95. marketers will profit from careful and explicit consideration of their customer relationships. 7p. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2008 582130 Title: Brookfield Corp. Ziff-Davis Media.. 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. See also the A and B cases. McAlexander. Office equipment. 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. John Publication Date: 08/23/2000 Customer Service Department • 60 Harvard Way • Boston. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $17. To build and maintain lasting customer ties. 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. 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. Office equipment. Examines industry developments. Correll must chart a new course for the winery to revive the oncehot brand and reverse flagging sales. High technology Gross Revenues: $350 million revenues Subjects: Computer industry. Subjects: Customer relations.

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

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

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

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

the line had begun a slow descent. Electronic commerce. Significant cost savings. HBR Case Discussions. Introduced in 1975 and targeted at women between the ages of 15 and 30. Its slogan. Neal. There are. Lawn care. a nationwide hard goods retailer invested in software to support Internet shopping. consistency in dealing with customers. La Shampoo has a stylish image that had immediately become popular. when it named Caroline brand manager. Marketing strategy. As part of the company's marketing strategy. In view of the trend toward at least partial centralization of marketing management. he was excited about creating a dynamic marketing department of his own. Van den Berg. Inge Publication Date: 09/28/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The buyer of power tools and power tool accessories for Canadian Tire Corp. Market Customer Service Department • 60 Harvard Way • Boston. Finkbeiner. The tension grows in the meeting as Caroline weighs the options. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy. Marketing management. Lawn care. 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... which also included retail stores.. 10/30/10 Merchandising. Geographic Setting: Canada Industry Setting: Building materials industries. 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. Michael R. Marketing strategy. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns. had to make a decision regarding the depth and breadth for the circular saw product line. Michael R. Hardware & fastener industry Company Size: large Subjects: Canada. Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden. 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. however. Bong. "La Shampoo: For the Look and Feel of France. The online component was one element in a multiple-channel retailing approach. Nicholl. Marketing implementation. T. Eric recommends a price cut. but the company hadn't really addressed the problem until two years ago. when there are imitators all around. the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. Industry Setting: Computer industry Subjects: Computer industry. Robert D." had remained the same since day one. Distribution channels. while Beth wants a relaunch. Hardware & fastener industry Company Size: large Subjects: Canada. Ltd. Canada. Michael. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Subjects: Centralization. and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program. improved planning and control. Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher. But now. Caroline requested a new packaging design. 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. the online retail segment has not turned a profit.J.: Circular Saw Line Review Process Author(s): Pearce. Costello. HBR Case Discussions. 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. the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. a phone-order service. Retailing. Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell. and houseware products. International business. The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category.Marketing is in trouble. Although the company is the country's most shopped retailer. Automotive supplies. hardware. Founder and CEO Mark Felton had seen his first product take off like a rocket. Competition. 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. and an annual catalog. Mark. however. Flood. Product planning & policy. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. Beth Hanson. Robert J. In 1989. Profitability analysis. Karen. International marketing. 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. Thomas W. A decision has to be made soon in order to save the brand. Tools Length: 28p 70 902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce. Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . potential benefits in standardizing multinational marketing strategy. Geographic Setting: Canada Industry Setting: Building materials industries. Profitability analysis. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand.'s assortment. 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.. The ad agency backed her up and called for a modest "new look" campaign. Hall. Industry Setting: Consumer products Subjects: Brands.000 over his budget. Consumer goods. At first. Shawn.

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

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

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

"Buck". Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Carl Spielvogel. is pushing for a discount. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores. Machinery.. Whitescarver. Lindgren.. 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.G. has a long-standing policy of selling its products at list price--discounts are out of the question. Susan. Pricing. Mary. John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices. has a long-standing policy of selling its 10/30/10 74 products at list price--discounts are out of the question. And two Asian machine-tool companies have set their sights on Occidental's home market. Here's how to do discounts right.. and conceptually limiting idea. Stephen H. F. Retailing. Richard T. and significance of brand loyalty. Bruce. is pushing for a discount. by Susan Fournier. Scott's company. F. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Rogers. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215) Customer Service Department • 60 Harvard Way • Boston. (598123). is pushing for a discount. David W. Richard T. Lindgren. 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. has instilled yet greater interest in the concept. HBR Case Discussions. Despite this rich history. precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. Yao. Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman. Loyalty. Jim. Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr. Marketing management. Moore.. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions. Moore. Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr. "Buck". Maruskin. Occidental Aerospace. former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. Dew. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). Haeckel. Growth strategy. Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account.. Consumer behavior. Scott's company. Inc. Marci K. president and CEO of Campbell Soup Co. 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. but Standard Machine Corp. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 90408 Title: The Case of the Migrating Markets Author(s): Levitt. Bruce. Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon. much less manage them. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Marketing implementation. publisher of USA Today and executive vice president for marketing of Gannett Co. Johnson. Occidental Aerospace. 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. overly simplistic. Whitescarver. Walter J. but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired. Sales management. and Sir Adrian Cadbury. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. chairman and CEO of Backer Spielvogel Bates Worldwide. measurement. Subjects: Brands. Some state that brand loyalties are declining and that in today's consumer world. Includes color exhibits. And two Asian machine-tool companies have set their sights on Occidental's home market. but Standard Machine Corp. has a long-standing policy of selling its products at list price--discounts are out of the question. Subjects: Corporate strategy. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account.. Scott's company. 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. 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.. Occidental Aerospace. And two Asian machine-tool companies have set their sights on Occidental's home market.. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account.. with its focus on retaining customers for life.Marketing Subjects: Case method. Market analysis.G. Others feel that the concept of loyalty itself is not outmoded or outdated. many questions remain about the definition. 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. director of advance marketing development at IBM. The era of relationship marketing. Inc. Marketing strategy. multibrand usage--not brand loyalty-appears the norm. Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier. Mary. Rogers. 17p. but Standard Machine Corp. Marketing management Length: 24p Supplementary Materials: Teaching Note. Customer retention.

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

DaSilva. Spector explores the brilliant strategies that have enabled category killers to overpower department stores... William H. Marketing strategy. profoundly altered cultural and economic factors--from migration and traffic patterns to legislation and taxation to wages and jobs. Joseph Alvarado. In Category Killers. David E. Stephen H. They feared Sweet Dream would take away market share from LaTreat. John M. Geographic Setting: Massachusetts Industry Setting: Apparel industry. Inc. Catalina is currently trying to decide where and how to expand its operations. He is the author of four previous books. Consumer marketing.evaluate Bill Horton's performance and examine whether Paradise Foods should reconsider its no-launch decision. not just dollars. Those that do take such an approach commit talent and know-how. Retail industry Subjects: Competition. Sweet Dream's product manager. HBR Case Discussions. Mark A. Product introduction. including The Nordstrom Way and Amazon. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industry Setting: Merchandising. After several years of 50% and 60% growth. selling. it can be used in courses on small business or entrepreneurship. and is influenced by.com. Marketing management. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. recently retired as a research director at E. 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. by David E. and dyes markets with WP-88. Prestridge. and advertising. (595093). Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. Innovation.. Pricing strategy. Geographic Setting: California Industry Setting: Retail industry Number of Employees: 294 Gross Revenues: $70 million revenues Subjects: Advertising strategy. Inland Bar and Structural Co. Sliney. 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. Marketing management. Inc. Consumer marketing. and still successful. discuss the question and explain how they would manage the decision. Supermarkets Length: 34p Supplementary Materials: Teaching Note. Growth strategy. but few approach their contributions with an eye toward enhancing their brands.I. He also identifies emerging trends and inevitable roadblocks that could dethrone today's powerhouses. the curve seems destined for decline. McNamee WCRS. Publication Date: 07/01/2003 Product Type: Harvard Business Review Article Abstract: Most companies make charitable donations. Carol L. to a pressing but carefully chosen social need and then tell the world about the cause and their service to it.. and existing firms disappear when they can't adapt. the consumers it exists to serve. a white pigment and color enhancer. Subjects: HBR Case Discussions. the company's first. have ingeniously rewritten the retail playbook and.. Glen L. Moult. Clothing. Feldman. Alison T. 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. and international speaker on customer service and corporate culture. Bill Horton. Richard S. Sales promotions. regional chains. executive vice president of SAMI/Burke. Product management Length: 8p 383052 Title: Casual Male: Off-Price Men's Apparel Retailing Author(s): Tedlow. in the process. entry in frozen specialty desserts. Chay. 4p. director of marketing research for NutraSweet Co. Product life cycle. Robert Spector is a seasoned business journalist. Spector vividly recounts how "category killers.. 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. bar and structural sales. both the business and the Customer Service Department • 60 Harvard Way • Boston. believing that the company was protecting a product that was already tiring. Walter J. Abraham B. Entrepreneurship. Urban. Marketing strategy. marketing vice president of Monsanto Chemical Co. Subjects: Corporate strategy. Bell 9608 Title: Category Killers: The Retail Revolution and Its Impact on Consumer Culture (Hardcover) Author(s): Spector. The Pigments Division of Industrial Chemicals. has captured the bulk of the inks. Salmon. Retailing Length: 32p 594026 Title: Catalina Marketing Corp. and James A. Absorbing and insightful. the company's new premium frozen dessert. doubted LaTreat's long-term market strength.'s Component Test Group.Marketing Review Article Abstract: Very successful products tend to have sales curves that soar and then flatten. and Richard F. executive vice president of General Foods Worldwide. general manager. Lastly. . Sales management Length: 7p 88513 Title: The Case of the Test Market Tossup Author(s): Star. Cohen. vice president of Teradyne. Keenan.. Four executives Jerry Della Femina. Inc. chairman and CEO of Della Femina." from Toys R Us and Home Depot to Wal-Mart and Costco. Product management. retail expert. Du Pont de Nemours. Retailing Length: 224p List Price: $27.95 R0307H Title: Causes and Effects Author(s): Cone. Market share. Marketing strategy. consumer demands and desires shift with new offerings. What course should the division pursue? David L. Retail industry Company Size: small Gross Revenues: $28 million sales Subjects: Advertising strategy. Through the association. Based on decades of research and investigative reporting.. Author(s): Bell. 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. paints. 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. Starr. who had spent 18 months evaluating the new product and strongly favored the launch. 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. New players constantly emerge to satisfy consumer demand better. Retailing. Can also be used more generally as the first case in an introductory marketing course because it provides data on such basic retailing issues as buying. and mom-and-pop stores and to reshape the concept of shopping malls.

Sales management. arrayed versus distribution channel functions. Zakarian. Women Length: 18p 502009 Title: Centra Software Author(s): Deighton. many intermediaries will die out. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. Market definition.. At the same time. At the same time. Hong Kong Industry Setting: Consumer products Company Size: large Subjects: Agriculture. its market is evolving. Distribution. and decide how to pick the best prospective funding sources. and the irrelevance of location. distribution. Thomas J.. Geographic Setting: Boston. how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy. It is modifying many of the assumptions on which channel structure is based. Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Abstract: Centra is a pioneer in software eLearning. Marketing strategy. Market entry. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing.. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information. Geographic Setting: China. its market is evolving. Pouliquen. 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. especially its employees. Distribution.. However. Leyland F. boost their employees' morale. And the targeted causes receive far more money than they could have from direct corporate gifts alone. a business should commit to a cause before picking its charitable partners. Tom Publication Date: 08/11/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chai-Na-Ta (Asia) Ltd. and pricing. Market definition. and competition between best-of-breed collaborators and single-source vendors. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp. Social enterprise. John Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: LACC Case Abstract: Centra is a pioneer in software eLearning. by Tom Gleave BH036 Title: Changing Channels: The Impact of the Internet on Distribution Strategy Author(s): Pitt. Sales management. ConAgra Foods. China. May be used with: (305002) Timberland: Commerce and Justice. Nonprofit marketing. to routinize transactions. Strategic planning Length: 7p NEW 597077 Title: Center for Women & Enterprise: Looking for a Director of Development with "The Scrappiness Factor" Author(s): Kosnik. First. the Internet and Web have brought about the death of distance. Pierre R. and drive sales. and in some cases it is transforming and even obliterating channels themselves. Organizations such as Avon. 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. strengthen relations with business partners. decide how to share responsibilities. Second. product(s) focus. The authors examine these best practices and offer four principles for building successful cause-branding programs. It is debating how to modify its go-to-market strategy. adding telesales to improve sales force productivity. International marketing. a company should promote its philanthropic initiatives through every possible channel. Subjects: Brand management. Berthon. Portuguese Version Author(s): Deighton. As a result. and Chevrolet have recognized that a sustained causebranding program can improve their reputations. Natalie Publication Date: 05/23/1997 Product Type: Case (Field) Abstract: Andrea Silbert is founder of the Center for Women & Enterprise. they say. Sales management. how to manage rapid growth markets. Berthon. Business & society. Software Length: 17p Supplementary Materials: Teaching Note. and to search for information essential to both producer and consumer. an integrated ginseng firm. She must select a new senior sales executive. It is debating how to modify its go-to-market strategy. Author(s): Kennedy. And fourth. Software Length: 17p 10/30/10 77 98A022 Title: Chai-Na-Ta (Asia) Ltd. target market(s). 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. Gleave. Public relations. (898A22). International marketing. Although he has significant knowledge of the Hong Kong market. Pricing Length: 18p Supplementary Materials: Teaching Note. the homogenization of time. while new channels and intermediaries will take their place. a company should put all its assets to work. 13p. (503047). Marketing implementation. There are three essential purposes of distribution channels: to support economies of scope.Marketing cause benefit in ways they could not otherwise. adding telesales to improve sales force productivity.. Third. Marketing implementation. a nonprofit with a mission to empower women to become economically selfsufficient and prosperous through entrepreneurship. how to manage conflict between field sales and telephone sales. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. MA Industry Setting: Entertainment industry Number of Employees: 4 Gross Revenues: $1 million revenues Subjects: Entrepreneurial management. a company should select a cause that advances its corporate goals. Corporate responsibility. 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. 10p. A matrix model of these developments. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city. 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 . by John Deighton 9-504-P04 Title: Centra Software. John R. John. provides a guide to identifying which traditional channels will either undergo transformation or perish and where new Customer Service Department • 60 Harvard Way • Boston. Philanthropy.

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

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

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

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

Rohit. (583016). 15p. Inc. manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. including supermarket and drug store distribution. Inc. was acquired by Cole National. CEO of Chocolates El Rey. Herrero. but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets. at the same time. a chain of toy supermarkets. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by John A. 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. by John A. Hiller. United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market.. in which the company is considering the introduction of a branded line of men's athletic socks. Inc. Europe. Information systems. Marketing planning. A relatively small firm with sales of around $14 million. Gustavo. Robert D. Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande. MA Industry Setting: Toy industry. Toy industry Length: 29p 581073 Title: Chipman-Union. called a meeting with senior management to discuss the company's growth strategy. and Japan. Distribution planning. New product marketing. Merliss. 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. Considers a preliminary marketing program. John A. Publication Date: 03/21/1991 Revision Date: 06/04/1993 Product Type: Case (Field) Abstract: Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. in early 1981. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. Hirotaka. Elisa M. a chain of specialty stores. Merliss. was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so. Author(s): Takeuchi. 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. Inc. 10 min. Cuellar. With only 0. (882548). Food. Market research. industry. Clothing. Test markets Length: 34p 10/30/10 82 589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell. Ralph G. Information systems.M. Distribution planning. Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions. Market research. Product planning & policy Length: 14p Supplementary Materials: Teaching Note. by John A. mostly to the United States.: Corporate Image Advertising Author(s): Quelch. 24p. John A. New product marketing. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands. develop an overall marketing strategy for the company. 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. Operations research. Communication strategy. 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. Geographic Setting: Boston.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan. Packaging. (591141). He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and. a strategic business unit of Chloride Group PLC. Quelch. El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. Petroleum.Marketing strategy. Marketing planning. Must be used with: (581073) Chipman-Union. Also describes test marketing and the use of the PERT system to determine a production schedule. The firm sold its chocolates in four different segments--food services. Jorge Redmond. John A. by John A. Communication strategy. Industry Setting: Apparel industry Subjects: Clothing. Video Author(s): Quelch. Retailing. Quelch 591005 Title: Chevron Corp. Inventory management. retail and beverages--and exported 17% of its production. John Chase was appointed president of Child World. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising. Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting. Palter 582053 Title: Child World. Corporate strategy. (583013). Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World. Geographic Setting: Europe. Sales promotions Length: 22p Supplementary Materials: Teaching Note. Polls & surveys Length: 17p Supplementary Materials: Teaching Note. El Rey needed to grow.. 5p. 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. International marketing. which faces a myriad of problems.: OdorEaters Socks. Case Video.5% of the cocoa's world production. Product management. Quelch 882548 Title: Chipman-Union. Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006. Quelch. Marketing strategy. Consumer marketing.: Odor-Eaters Socks Author(s): Quelch. Product planning & policy Length: 10 min List Price: $150. Marketing planning.: Odor-Eaters Socks (Hagen Interview). Consumer goods.

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

Service management Length: 8 min List Price: $150. Service management Length: 4p Supplementary Materials: Case Video. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. Marketing strategy. Pricing. by V. (595104). V. Product development. Consumer credit. Marketing strategy. Product introduction. International marketing.Marketing Publication Date: 11/05/2003 Revision Date: 01/02/2008 Product Type: Supplement (Field) Abstract: Supplements the (A) case. V. 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. Marie Bell. Video (DVD) Author(s): Rangan. (595523). Kasturi Rangan. 14p. Spanish Version Author(s): Rangan. Service management Length: 28p 595026 Title: Citibank: Launching the Credit Card in Asia Pacific (A) Author(s): Rangan. Must be used with: (304052) Circle Gastroenterology Products (A). 8 min. V. were not enthusiastic. Medical supplies. Teaching Note. Video Author(s): Rangan. V. Regulation Length: 2p Year New: 2004 505006 Title: Cisco Systems: Managing the Go-to-Market Evolution Author(s): Rangan. Pricing. Industry Setting: Health care industry. Pricing. Kasturi Rangan Year New: 2005 595522 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. International marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (595027) Citibank: Launching the Credit Card in Asia Pacific (B). Medical supplies Subjects: Global Research Group. 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. Geographic Setting: United States Gross Revenues: $18 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Distribution channels. Product introduction. The bank's New York headquarters. Product introduction. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Case Video. and if a "go" decision is made. International marketing. 4p. 8 min. Market entry. and several of its country managers in the region. by V. 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. Students make a decision. Product positioning. and if a "go" decision is made. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. by V. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: Supplement (Field) Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. DVD Abstract: Presents the launch advertisements in four Asia Pacific countries. International marketing. Pricing. Students will make a decision. Product positioning. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new business strategy. 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. V. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Kasturi Publication Date: 06/01/1995 Product Type: Case Video. Consumer credit. (595027). 8 min. Marketing strategy. Service management Length: 25p Supplementary Materials: Supplement (Field). by V. (595522). Geographic Setting: Asia Subjects: Asia. Spanish Version Author(s): Rangan. 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. Kasturi Rangan BESTSELLER 9-508-S05 Title: Citibank: Launching the Credit Card in Asia Pacific (B). Case Video. by V. Product positioning. by V. Health insurance. DVD.00 503S47 Title: Citibank: Launching the Credit Card in Asia Pacific (A). Coming back from the recession. (506065). Kasturi Rangan 584016 Title: Citibank: Marketing to Multinational Customers Author(s): Buzzell. Marketing strategy Length: 20p Supplementary Materials: Teaching Note. Kasturi Rangan. Product introduction. Describes those changes and poses new channel management challenges in light of Cisco's entry into new markets and technologies. Health insurance. and several of its country managers in the region. The bank's New York headquarters. Product introduction. Consumer credit. V. Cisco took a dip in its sales and profits in 2001. (595523). they work out 10/30/10 84 a comprehensive launch plan. Kasturi 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. Product positioning. Marketing strategy. Health care. Robert D. Kasturi Publication Date: 06/01/1995 Product Type: Case Video Abstract: Presents the launch advertisments in four Asia Pacific countries. Geographic Setting: Asia Subjects: Asia. Consumer credit. India--1993. 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. V. were not enthusiastic. Marketing strategy. they will work out a comprehensive launch plan. 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. 14p.

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

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

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

Douglas B. single U. Creativity. collaboration. (501083). Clust is marketing aggregated consumer demands to manufacturers. in particular those that sell intangible or technically complex products. 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. the Web site comes short of breath. market. Clust is marketing aggregated consumer demands to manufacturers. After a very interesting launch strategy. Consequently.S. 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. Essentially. 11p.Marketing Product Type: Case (Gen Exp) Abstract: Focuses on Club Med's strategy in the U. The Mayo Clinic understands this and carefully manages that evidence to convey a simple. and to monitor the efforts of the Clust purchasing team. Instead of marketing products to consumers. the Web site comes short of breath. Leonard L. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency.. Market positioning Length: 17p UV0745 Title: Cluster Analysis for Segmentation Author(s): Venkatesan. consistent message: The needs of the patient come first. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: The Harley-Davidson Company is everyone's favorite company turnaround story. beyond the usual act of choosing among pre-defined alternatives. and to monitor the efforts of the Clust purchasing team. Luc Publication Date: 11/22/2000 Product Type: LACC Case Abstract: Clust is a French groupbuying Web site. bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. 4p. France. After a very interesting launch strategy. Consumer behavior. Health care.95 Year New: 2007 500068 Title: Coca-Cola's New Vending Customer Service Department • 60 Harvard Way • Boston. Growth strategy. Bendapudi. Communication in organizations. It provides an overview of segmentation using K-means clustering. tourists to its Caribbean resorts. Electronic commerce. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Internet. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. Their experiences led them to identify best practices applicable to just about any company. Marketing strategy Length: 6p NEW 501047 Title: Clust. they naturally turn detective. International marketing. Clust holds no inventory beyond a warehouse to organize deliveries. Market definition. consumers are expected to bring up their demands and create new product ideas. Customer relations. Neeli Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: When customers lack the expertise to judge a company's offerings. Internet. the evidence falls into three categories: people. Industry Setting: Health care industry Subjects: Brand management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. Clust holds no inventory beyond a warehouse to organize deliveries. and tangibles.com: Dream More and Pay Less Author(s): Wathieu. The experience of Club Med is largely among Europeans. Examples from the insurance industry are used in the note. by Luc Wathieu 502S46 Title: Clust. From the way it hires and trains employees to the way it designs its facilities and approaches its care. Recreation. At Mayo.S. the authors say. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. Spanish Version Author(s): Wathieu. facilities. but the Club has attracted young. and processes for evidence of quality. then ensure that their employees and facilities consistently show customers evidence of that story. A simple algorithm for K-means clustering and the process of profiling clusters are provided. 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. Luc Publication Date: 11/22/2000 Product Type: Case (Field) Abstract: Clust is a French groupbuying Web site. In fact. What are the lessons to be drawn from Harley's brand myth? Subjects: NO SUBJECTS(KEYWORDS) Length: 38p List Price: $6. Two pathways are outlined (focus on groupbuying and good deals vs. to discuss and support the ideas of others. France. In fact. Tourism Length: 14p Supplementary Materials: Teaching Note. by Scott Ward R0302H Title: Clueing In Customers Author(s): Berry. companies need to determine what story they want to tell.com: Dream More and Pay Less. 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. Instead of marketing products to consumers. to call on their friends to join the Clust community. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. Two pathways are outlined with enough details to support decision making and evaluate both profitability and concept consistency. to discuss and support the ideas of others. to call on their friends to join the Clust community. Rajkumar Publication Date: 03/22/2007 Product Type: Case (Field) Abstract: This note is designed for use in an MBA marketing research course. consumers are expected to bring up their demands and create new product ideas. Market positioning Length: 16p Supplementary Materials: Teaching Note. scrutinizing people. (579062). beyond the usual act of choosing among predefined alternatives. Electronic commerce. The way in which Mayo manages evidence to communicate its message is an example to be followed. Creativity. Consequently.

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

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

4p. however. Software. (IMD072).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. tailor their offerings to individual needs. Kasturi. (B) Author(s): Narayandas. negotiating with customers for information will become costly and complex. Subjects: Business marketing. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 Customer Service Department • 60 Harvard Way • Boston. With that information. Market selection Length: 16p Supplementary Materials: Supplement (Field). How could Burke and Roberts convince the networks to team up with Comcast and distribute their content via On Demand free of charge? Or was it time for Comcast to rethink its push for "free" content. and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80. but also why that individual might be there. Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively. John." Now in November 1999. Consumer marketing. Rayport. The major broadcast networks. and identify opportunities for new products or services. but it has to convince customers to adopt its solution. Includes color exhibits. In essence. Technological change. improve customer satisfaction. by V. this venture capital start-up has to come up with a marketing plan to break even and grow. how? Moreover. they need to understand some fundamental issues. Author(s): Elberse. Sales management. (A). by Das Narayandas. Its innovative e-commerce software provides unique customer relationship management solutions. (507087). Before companies rush into this new marketing arena. Marketing strategy. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Strategic planning. Market selection Length: 4p 507080 Title: Comcast Corp. 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. High technology. more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. however. MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing. Technology. Bell. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. in part because of the personal nature of mobile devices. Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006. Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel.: Enterprise E-Commerce Author(s): Rangan. Schreiber. and often are. Das. Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. Inc. 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. But managers' efforts to capture such information may soon be thwarted. their revenues from selling advertising time would decrease. Information technology. Caravella. Fareena. how should companies address privacy issues? These are of particular concern. As a result. Venture capital Length: 18p Supplementary Materials: Teaching Note. Anita. and feared that if television audiences migrated to VOD. 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. Rohm. 11p. Kasturi Rangan. connected anytime and anyplace. III. Caravella. 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. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing.Marketing Length: 24p Supplementary Materials: Teaching Note. Mary Neuner Caravella 501078 Title: Color Kinetics. and has developed that technology into a successful line of products for its first targeted market of "retailtainment. Must be used with: (501077) Color Kinetics. High technology. Consumers will be unlikely to bargain with vendors on their own. were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times. 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. V. Inc. 11p. if so. (A) Author(s): Narayandas. Because individuals can be. Das. (501078). 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. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. by Sandra Vandermerwe NEW 501077 Title: Color Kinetics. Subjects: Consumer behavior. High technology. though. Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan. Jeffrey F. Geographic Setting: Boston. 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. infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves.

50 999005 Title: Commodities. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Focuses on: Target selection. Subjects: Internet. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. and general managers responsible for price making and related activities. message delineation. 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. alternative communications. Stephen H. Spanish Version Author(s): Star. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7. Marketing planning. Technology. Designed for sales. Market selection. (578181). Focuses on: Target selection. means and media. Product introduction. Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years. Provides a new way to improve the profit margins of commodities.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus." Subjects: Customer relations. Subjects: Management communication. Personal selling. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. Sales promotions Length: 12p Supplementary Materials: Teaching Note. real-time virtual communication. Knowledge management. 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. marketing. Advertising media.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland. communications intensity. Quelch 577106 Title: Compactor (A) 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. 14p. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968. Strategic planning Length: 28p Supplementary Materials: Teaching Note. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. means and media. Not a Price Taker! Author(s): Shapiro. Advertising media. 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. Subjects: Commodity markets. Technology Length: 2p List Price: $4. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. Technology expert Eric Marcus examines the future of the Internet. some communication technologies are beginning to add value to the bottom line. Demand analysis. The response was overwhelming: forget the flashy features and focus on your customers. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. Marketing management. by John A. Industry Setting: Advertising industry Subjects: Advertising. Derek F. Abell 577109 Title: Compactor (B1) Author(s): Abell. Market Analysis. by Derek F. Specialties and the Great In-Between Author(s): Shapiro. Assumes that students have previously read Consumer Analysis. 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. World Wide Web Length: 3p List Price: $4. Stephen H. economics of communications decisions. message delineation. knowledge sharing and knowledge management. Public relations. Pricing. economics of communications decisions. 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. 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. Public relations. 9p. This article offers practical tips for getting the most out of videoconferencing. and Note on Marketing Arithmetic and Related Marketing Terms. Personal selling. Market research. and need for consistency in communications programs. Benson P. Derek F. and need for consistency in communications programs. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases. (585021). and their attempts to estimate potential demand. twodimensional gradients between commodities and specialties." the compactor.50 504S11 Title: Communications Policy. alternative communications. Assumes that students have previously read Consumer Analysis. and Note on Marketing Arithmetic and Related Marketing Terms.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. communications intensity. Internet. Benson P. Customer retention. 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. Technology Length: 1p List Price: $4. Management communication. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). Forecasting. Industry Setting: Advertising industry Subjects: Advertising. Subjects: Pricing strategy. Market Analysis. Pricing strategy. 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. and so that you have substantial price latitude. and search engines for how the current technological developments can improve communication. Marketing strategy. Communication. Communication. years--of hype.

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

A Conceptual Framework Author(s): Dhebar. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. non-Intel notebook is a success. Marketing strategy. New Challenge.. Video. Students must evaluate the reliability of the research and decide which of three products to produce. 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. Retail industry Subjects: Computer industry. Industry Setting: Consulting Subjects: Consulting. Students must evaluate the reliability of the research and decide which of three products to produce. Consistency. of 1) the product and the user. Leamon. and 3) the product and databases that are created and repeatedly modified with its help. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. Spanish Version Author(s): Bell. Subjects: Competition. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. not just their products. If not. (2653BC) Marketing Across Borders: It's a Big. (2580BC) Market Customization: Market Segmentation.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. with verbatim customer comments and critiques of a new product design that Compaq is developing. and Product Change: Breaking with the Past?. Computer industry. or interrelationships. Mazursky. 2) the product and other products with which it is typically used. Leamon. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Market research. High technology. 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. 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. and Pitfalls. This chapter introduces direction and provides the tools for conducting such research. (2637BC) Integrated Marketing Communications: Creativity.95 Year New: 2006 593120 Title: Complementarity. Retention. Helps them determine how to evaluate the results from an operational point of view. it could cease to be a player in the market it has created and filled. 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. Market research. If the low-priced. Francesca. Targeting. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. it could cease to be a player in the market it has created and filled. Product development. the more significant the Customer Service Department • 60 Harvard Way • Boston. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. and Positioning. If not. (2629BC) Pricing It Right: Strategies. David E.000 Gross Revenues: $32 billion revenues Subjects: Brands.. Compatibility. High technology. 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. Computer industry. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. Marketing strategy. If the low-priced. non-Intel notebook is a success. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. 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. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. Profitability analysis. Teaching Purpose: Introduces students to different types of market research. Big World. (2564BC) Creating a Marketing Plan: An Overview. the company will maintain or increase its 45% share of the market.000 Gross Revenues: $32 billion revenues Subjects: Brands. High technology. Points up the differences between the approaches and casts a critical eye upon them. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. Marketing management. David E. Applications. Industry Setting: Computer industry. (2599BC) Developing New Products and Services: The Marketer's Role. (2645BC) Interactive Marketing: New Channel. When such disruptions occur. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. (2610BC) The Right Customers: Acquisition. and Development.Marketing List Price: $150. and Effective Resource Allocation. Stephen H. Market research. (2602BC) Branding: Differentiation that Customers Value. the company will maintain or increase its 45% share of the market. 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. the new version of the product makes a "break with the past" in at least some limited way. It concludes with Michael Porter's "five forces" that shape positioning strategy.

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

by Rowland T. Computer industry.. Thomas Zimmermann. (2006) Author(s): Quelch. Raymond Corey. Inc... Industrial markets. Distribution planning. Publication Date: 01/07/1997 Revision Date: 08/30/2007 Product Type: Case (Gen Exp) Abstract: In July 1996.000 in hardware and software. Product planning & policy Length: 5p 579031 Title: Computron. by E. by Rowland T. Europe. Benson P. New product marketing.Marketing has to analyze 1) which customer segments to target. Gordon Swartz 591097 Title: Computervision-Japan (A) (Abridged) Author(s): Moriarty. (587090). Industrial markets. Computer industry. Europe. Geographic Setting: Japan Industry Setting: CAD CAM Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Automation. John A. (587090). (587090). The company has only made one sale to date. He also has to analyze other retailers' competitive strength. Japan Length: 2p Supplementary Materials: Teaching Note. Jr. by Rowland T. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Gross Revenues: $44 million sales Subjects: Bids. Publication Date: 09/01/1978 Revision Date: 07/15/1991 Product Type: Case (Gen Exp) Abstract: In July 1978 Mr. Pricing strategy. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Moriarty Jr. Japan Length: 22p Supplementary Materials: Supplement (Field). Supplement (Field).. Industrial markets. Representatives and district managers can then use these "template" disks by filling in the appropriate figures. Gordon Swartz 96 597063 Title: Computron. Computer industry. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Subjects: Bids. Gordon Swartz 585157 Title: Computervision-Japan (C) Author(s): Moriarty. Computer industry. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. Computer industry. Customer relations. Distribution planning. Geographic Setting: Japan Industry Setting: CAD CAM Gross Revenues: $350 million revenues Subjects: Automation. Publication Date: 02/19/1985 Revision Date: 08/30/1985 Product Type: Supplement (Field) Abstract: Presents sales data for 1983 and 1984. Computer industry. by Rowland T. 4p. Thomas V. 29p. European Manager of Computron. Retailing Length: 16p 83211 Title: Computerized Sales Management Author(s): Hughes. CA Industry Setting: Retail industry Gross Revenues: $550 million sales Subjects: Department stores. Moriarty Jr. Geographic Setting: San Francisco. High technology products. Moriarty Jr. Must be used with: (585155) Computervision-Japan (A). 29p. 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. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Withdrawn 01/22/97 -. 2p. (583106). manage assets more effectively. Distribution planning. European Manager of Computron. Rowland T. by Robert J. but has an order backlog for its unique product and expects an almost vertical growth curve. Dolan 582052 Title: Concept Devices. Several distribution alternatives (including going direct) are presented. Pricing strategy. Franchising. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Software Length: 10p 585155 Title: Computervision-Japan (A) Author(s): Moriarty. 12p. Publication Date: 04/03/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Distribution channels. The user can accomplish these things for less than $5. Based on an IMEDE case by R. David Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Microcomputers can help sales managers decide the right number of calls. Distribution channels.. reduce selling costs. Teaching Note. Thomas Zimmermann. Mr. Masel. Distribution channels. Jr. Market segmentation. Industrial markets. Must be used with: (585155) Computervision-Japan (A). 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. 2) which brands to carry. 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. must select a price for a new computer for his largest customer.--1978 Author(s): Shapiro. Japan Length: 1p Supplementary Materials: Teaching Note. The distribution alternatives (including going direct) are presented. The distributor wants a joint venture with Computervision before expanding. (585114). and evaluate representatives. and 3) how to organize the department. and Computervision Japan. Moriarty Jr. 10/30/10 Moriarty Jr. Inc. Distribution channels. improve the contribution of an account. Customer Service Department • 60 Harvard Way • Boston. 1p. The company has been courted seriously by potential partners in France and the United Kingdom. 29p.Z. (585157). Distribution planning.. Subjects: Sales management. Rowland T.. Managers can construct planning models quickly using electronic spreadsheets and can save or duplicate the models on disks. Jr. Rowland T... Customer relations. Industrial markets. G.use 597-063. Product planning & policy Length: 4p Supplementary Materials: Teaching Note. Rowland T. Industrial markets. A rewritten version of an earlier case. Sorenson. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. Teaching Note.: International Market Entry Author(s): Bonoma. Jr. (585156). must select a price for a new computer for his largest customer. Japan Length: 23p 585156 Title: Computervision-Japan (B) Author(s): Moriarty. teach timemanagement skills. Management wishes to decide how best to set up distribution in Europe.. by Rowland T.

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

Christopher H. looking for places to cut. Now Jeff's contact. William P. and Well-Being Affects Consumer Thinking. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. John. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Geographic Setting: New York. Bill Holland. rather.95 Year New: 2007 554006 Title: Consolidated Drugs. Maloney has been examining GloBank's bottom line. has worked on projects for financial services giant GloBank. Exclusion. but he hears as many approaches as there are people in the room. firms like Flynn Fuller must sell themselves again to GloBank. Maloney has been examining GloBank's bottom line. Frank Maloney III. Intended to supplement case materials in an introductory case-oriented marketing course. Worse. Maloney has been examining GloBank's bottom line. He must decide how to reallocate the territories.C. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 10/30/10 98 (HBR Case Study) Author(s): Buday. or his client will disappear. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. Jeff Patterson's firm. Jeff pulls together a team to make the case. or his client will disappear. Peter. Inc. Pharmaceuticals. Stone. Jeff pulls together a team to make the case. Van Berkel. which means that division presidents like Bill must justify major consulting projects. Jeff will have just one hour to try to sway Maloney. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. Market segmentation. 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. H.. Robert. H. Flynn Fuller Consulting. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Tom. or his client will disappear. Worse. Jeff pulls together a team to make the case. firms like Flynn Fuller must sell themselves again to GloBank. Emphasizes the importance for marketing managers of understanding what consumer needs are. Van Berkel. Industry Setting: Consulting firms Subjects: Financial services. firms like Flynn Fuller must sell themselves again to GloBank. rather. Jeff Patterson's firm. H. but he hears as many approaches as there are people in the room. looking for places to cut. Bill Holland. Marketing planning.Marketing Meeting of Past. Jeff will have just one hour to try to sway Maloney. Performance appraisal. Brought in to restore profitability. Bane. Peter. has worked on projects for financial services giant GloBank. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. has worked on projects for financial services giant GloBank. Robert. HBR Case Discussions. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. 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. Management of change. and Future Affects Consumer Thinking. it's a defense of Flynn Fuller's continuing added value. Brought in to restore profitability. which means that division presidents like Bill must justify major consulting projects. which means that division presidents like Bill must justify major consulting projects. it's a defense of Flynn Fuller's continuing added value. Stone. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study).. Tom. how consumers make decisions and what their buying and usage behavior is like. 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. Present. rather. Bane. 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. Klein.. (4457BC) Container: How Inclusion. but he hears as many approaches as there are people in the room. Sales compensation. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Now Jeff's contact. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Frank Maloney III. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. Bill Holland. Jeff will have just one hour to try to sway Maloney. Vulnerability. The new CEO wants to slash GloBank's extensive use of consultants. The new CEO wants to slash GloBank's extensive use of consultants. NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Spanish Version Author(s): Deighton. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. The new CEO wants to slash GloBank's extensive use of consultants. Marketing mixes. looking for places to cut. Borden NH Jr. Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Brought in to restore profitability. Now Jeff's contact. Fournier. Worse. Flynn Fuller Consulting. Klein. it's a defense of Flynn Fuller's continuing added value. Jeff Patterson's firm. Author(s): Raymond. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. Subjects: Consumer behavior. William P. and Other Boundaries Affect Consumer Thinking. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Frank Maloney III. Customer Service Department • 60 Harvard Way • Boston. Flynn Fuller Consulting. Thomas J.

MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . product meaning. decision-making roles. (596044) Consumer Behavior Exercise (F). (596042) Consumer Behavior Exercise (D). Subjects: Consumer behavior.g. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. Subjects: Consumer behavior. product meaning. (596043) Consumer Behavior Exercise (E). May be used with: (596039) Consumer Behavior Exercise (A). customer satisfaction. John. (597041). John..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. John Deighton 503S22 Title: Consumer Behavior Exercise (D). The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. (597041). Fournier. (596042) Consumer Behavior Exercise (D). 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: 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. stages in the buying process.g. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. (597041). by Susan Fournier. (596040) Consumer Behavior Exercise (B). John. Subjects: Consumer behavior. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. 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.g. 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.g. Fournier. stages in the buying process. May be used with: (596039) Consumer Behavior Exercise (A). by Susan Fournier. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e. Fournier. Market research Length: 2p Supplementary Materials: Teaching Note. (596042) Consumer Behavior Exercise (D). 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. Customer Service Department • 60 Harvard Way • Boston. Market research Length: 2p Supplementary Materials: Teaching Note. brand loyalty). (596041) Consumer Behavior Exercise (C). habit versus deliberation). Subjects: Consumer behavior. May be used with: (596040) Consumer Behavior Exercise (B). Subjects: Consumer behavior.. John. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g. Spanish Version Author(s): Deighton. decision-making roles. (596044) Consumer Behavior Exercise (F). (596043) Consumer Behavior Exercise (E). (596041) Consumer Behavior Exercise (C). 14p. stages in the buying process. habit versus deliberation). Spanish Version Author(s): Deighton. John Deighton 503S21 Title: Consumer Behavior Exercise (C). (596043) Consumer Behavior Exercise (E). stages in the buying process. decision-making roles. Market research Length: 2p 596042 Title: Consumer Behavior Exercise (D) Author(s): Deighton.. 14p.. stages in the buying process. Fournier. Market research Length: 2p Supplementary Materials: Teaching Note. May be used with: (596039) Consumer Behavior Exercise (A). habit versus deliberation). Spanish Version Author(s): Deighton.g. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Fournier.g. stages in the buying process. 14p. brand loyalty). by Susan Fournier. Fournier.. (596040) Consumer Behavior Exercise (B).. Market research Length: 2p 596039 Title: Consumer Behavior Exercise (A) Author(s): Deighton. (596043) Consumer Behavior Exercise (E). Market research Length: 2p 596040 Title: Consumer Behavior Exercise (B) Author(s): Deighton. John Deighton 503S20 Title: Consumer Behavior Exercise (B). The exercise provides students 10/30/10 99 with first-hand understanding of important concepts in consumer choice domain (e. habit versus deliberation). decision-making roles. 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. 14p. (596041) Consumer Behavior Exercise (C). habit versus deliberation). decision-making roles. John. Market research Length: 2p Supplementary Materials: Teaching Note. 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. (597041).. Subjects: Consumer behavior. Subjects: Consumer behavior. John. habit versus deliberation).. 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. (596044) Consumer Behavior Exercise (F). John. decision-making roles. by Susan Fournier. Fournier. (596044) Consumer Behavior Exercise (F). customer satisfaction. Subjects: Consumer behavior.g.

James. by Susan Fournier. customer satisfaction. (596041) Consumer Behavior Exercise (C). 14p.. and politics. John. In this chapter. (596042) Consumer Behavior Exercise (D). 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. In this way. building brands. Market research Length: 2p Supplementary Materials: Teaching Note. May be used with: (596039) Consumer Behavior Exercise (A). (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior. by Susan Fournier. and society interact and suggests how firms might adopt different strategies toward technology to take advantage of these emergent interactions. Subjects: Consumer behavior.00 CMR327 Title: Consuming Technology: Why Marketers Sometimes Get It Wrong Author(s): Berthon. Jocz. HBR paperbacks are regularly revised with recent articles. 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.g. product meaning. 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.g.. Fournier. The current edition includes selections on the fundamental changes in consumer markets. Subjects: Consumer behavior. (597041). The exercise provides students with first-hand understanding of important concepts in consumption domain (e. 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. and retailing tactics. Pierre R.. or overuse and damage of natural resources and the environment. Fournier. John. Mac Hulbert. product meaning. product meaning. Underconsumption depresses the economy. Fournier. and overconsumption can produce financial distress for individuals. May be used with: (596039) Consumer Behavior Exercise (A). 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. product meaning. 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. Marketing strategy Length: 176p List Price: $35. John. private act. Market research Length: 2p 596044 Title: Consumer Behavior Exercise (F) Author(s): Deighton. (597041). John.95 4457BC Title: Container: How Inclusion. John A. (596040) Consumer Behavior Exercise (B). (596040) Consumer Behavior Exercise (B).. Subjects: Consumer behavior. Marketing management.Marketing John Deighton 503S23 Title: Consumer Behavior Exercise (E). brand loyalty). and Other Boundaries Affect Consumer Thinking Author(s): Zaltman. (596043) Consumer Behavior Exercise (E). Explores the ways in which technologies.g. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. customers. customer satisfaction. consumption becomes a matter of political debate. brand loyalty). brand loyalty). Consumer marketing. (596042) Consumer Behavior Exercise (D). firms. (596041) Consumer Behavior Exercise (C). Industry Setting: Consumer products Subjects: Consumer goods.g.. Fournier. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her ownership and usage experiences. Spanish Version Author(s): Deighton. 14p. 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. it affects the national wealth and international trade. Pitt. getting the consumer product right the first time. 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. Market research Length: 2p 596043 Title: Consumer Behavior Exercise (E) Author(s): Deighton. customer satisfaction. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. Zaltman. marketing. consumers may increasingly choose to consume those products and services they consider to be healthy and environmentally sound or otherwise socially valuable. Gerald. John Deighton 503S24 Title: Consumer Behavior Exercise (F). Drawing on the ideas of the philosophers Heidegger and Popper. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: While consumption is an individual. 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. In the democracy of the marketplace. the authors reflect on the entanglements between consumption. Spanish Version Author(s): Deighton.. 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. Market research Length: 2p Supplementary Materials: Teaching Note. brand loyalty). Exclusion.

say the authors. Subjects: Market analysis. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge. Most firms suffer disabilities at one or more stages. Microsoft. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. and even cars.. Honda. mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Technological change. World Wide Web Length: 7p BESTSELLER SMR236 Title: The Continuing Power of Mass Advertising Author(s): Nunes. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. filtering. those systems have often produced disappointing results because their use was not well integrated with corporate strategy. Nokia. billing. information technology). and personalizing interactions (e-mail. on its own. 10/30/10 Citibank. 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. But broad-based. is too narrow. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and Well-Being Affects Consumer Thinking Author(s): Zaltman. enhancing. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Gerald. Market research. and so on). Instead of trying to create destinations that people will come to. Marketing management Length: 23p 4460BC Title: Control: How the Sense of Mastery. Nextel. In addition. and bar code scanners. the authors say. The strategies are liberally illustrated with examples from Nike. 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. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. the destination Web site. as access moves beyond the PC to shopping malls. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. 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. Equilibrium. Equilibrium. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Acquiring mastery over matters that affect us is a powerful motivation. including: implementing customer relationship management software applications. Delta. Merrihue. which can be daunting for companies trying to react quickly to a changing environment. George S. marketers have been urged to embrace one-to-one marketing and to offer microsegmented consumers customized products and services through targeted outreach. Subjects: Brand management. Jeffrey Publication Date: 01/01/2007 Product Type: SMR Article Abstract: For several years now. Sony. 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. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. mastery of all the steps in the learning process is rare. Zaltman. (4454BC) Balance: How Justice. Marshall. widespread information distribution that ensures that relevant facts are available when needed. UBS. among others. and an accessible memory of what has been learned. Vulnerability. offers. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. This chapter looks at control as a powerful lens through which consumers view the world. However. Vulnerability. bus stations. and the Interplay of Elements Affect Consumer Thinking. companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. retail stores. 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. (4456BC) Journey: How the Meeting of Past. and the extent to which we do or do not have that mastery greatly affects our sense of well-being. and McDonald's. and the Interplay of Elements Affect Consumer Thinking. Procter & Gamble. customer service. there are alternative solutions. Companies have to become what the authors call "contextual marketers. (4454BC) Balance: How Justice. This chapter looks at some of the many instances in which the container. pick up the phone. as a deep metaphor. it requires a significant upfront investment. 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). (4460BC) Control: How the Sense of Mastery. and cleaning customer data. Present. and Well-Being Affects Consumer Thinking. David. doesn't suit the needs of those companies or their customers. While the "market of one" approach can pay off. New economy. Direct marketing. 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. John F. affects consumers' thinking and behavior." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 101 CMR049 Title: Continuous Learning About Markets Author(s): Day. micro-marketing strategy. Marketing strategy. Fortunately. Consumer marketing. These activities take time and the coordination of multiple parts of the organization (marketing. e-wallets. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. or click on a box.Marketing keep things out. Paul F." such as smart cards. broadcast media is ineffective and expensive. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. airports. Also.95 Year New: 2007 R00608 Title: Contextual Marketing: The Real Business of the Internet Author(s): Kenny. and Future Affects Consumer Thinking. sales. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Customer Service Department • 60 Harvard Way • Boston. such as one-to-one targeting and the broadcasting of 30-second television spots.

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

(503037). Could Corona overtake Heineken and. Olins demonstrates how identity is crucial to market share. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . As Olins observes. personnel management. and CPI's vice president of sales is asked to investigate the matter and to decide what. Marketing management. United States Industry Setting: Beef industry Subjects: Beverages.Marketing Cooper Pharmaceuticals. Gustavo A. Inc. if so. All other messages coming from the company will be offshoots of this message.S. market. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Sales management Length: 10p Supplementary Materials: Teaching Note. Industry Setting: Advertising industry. is asked to resign. Brands. after a probationary period.S. Publication Date: 11/18/2002 Revision Date: 03/24/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. market. research and development. which make up the foundation for every decision your company makes--from the kind of people you hire. Geographic Setting: Mexico. Pharmaceuticals. by Rohit Deshpande. Brand equity. Marketing implementation. 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. (8282BC) Brand Icons: How to Build a Unique Brand. if anything. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. (591027). Marketing strategy Length: 24p Supplementary Materials: Supplement (Field). Subjects: Beverages. Rohit. (8279BC) Core Brand Values: How to Build a Unique Brand. the #1 imported beer brand in the U. Brands. Must be used with: (502023) Corona Beer (A). (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Marketing strategy. United States Industry Setting: Beef industry Subjects: Beverages. 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. and other corporate assets. Marketing management. aesthetic. Marketing strategy Length: 26p 503037 Title: Corona Beer (B) 10/30/10 103 Author(s): Deshpande. what marketing strategy changes needed to be made? Geographic Setting: Mexico. Rohit. (8281BC) Brand Personality: How to Build a Unique Brand. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets. market. Corona still trailed Heineken. to the kinds of customers you pursue. Brands. Kirsten J. the #1 imported beer brand in the U. BMW.95. Newton. 3689. (8280BC) Core Brand Message: How to Build a Unique Brand. Communications industry Subjects: Advertising. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. Marketing strategy Length: 2p NEW 250X Title: Corporate Identity: Making Business Strategy Visible Through Design (Hardcover) Author(s): Olins." A paperback version is available: Order No. Publication Date: 11/29/2001 Revision Date: 06/30/2004 Product Type: Color Case Abstract: In early June 1997. Corporate strategy. Herrero. A rewritten version of an earlier case by D. if so. Kirsten J.. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In early June 1997. Following his termination. a number of Marsh's former customers complain vigorously. Brand management. how it is vital to both effective recruitment and the way people work together inside a company. Corona still trailed Heineken. and how it is directly related to profitability. But economic power derives increasingly from moral. Gustavo A. "In the end. Gustavo A. Herrero 503S01 Title: Corona Beer (A). it is economic power that wins the day. A worksheet to guide you through the process is included. to the marketing decisions you make. Identity must have a secure place in the hearts and minds of managers.95 Year New: 2007 502023 Title: Corona Beer (A) Author(s): Deshpande. Marketing organization.. (8282BC) Brand Icons: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.S.00 3689 Title: Corporate Identity: Making Business Strategy Visible Through Design (Paperback) Author(s): Olins. 2p. and cultural power. Spanish Version Author(s): Deshpande. Despite a much higher sales volume growth rate. Could Corona overtake Heineken and. O'NeilMassaro.S.95 Year New: 2007 8279BC Title: Core Brand Values: How to Build a Unique Brand Author(s): Moser. Wally Publication Date: 09/09/1992 Product Type: HBS Press Book Customer Service Department • 60 Harvard Way • Boston. Apple. Packaging. how it plays a central role in expansion and diversification. (8281BC) Brand Personality: How to Build a Unique Brand. to do about it. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Herrero. Cespedes 8280BC Title: Core Brand Message: How to Build a Unique Brand Author(s): Moser. along with finance. Public relations Length: 350p List Price: $60. Gustavo A.A. product quality. Despite a much higher sales volume growth rate. Communications industry. Rohit. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. $29. (CPI) and. O'NeilMassaro. by Frank V. Brands. market. Product positioning. and Sony. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter will help you articulate your company's core brand values. Herrero. 17p. what marketing strategy changes needed to be made? Includes color exhibits. The organizations that can marshall these strengths will lead the world in the twenty-first century.

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

Teopaco F0511C Title: Crap Circles Author(s): Morse.. Inc.. Look closely. 7p. real estate services--in exchange for a higher annual fee ($100 vs. Subjects: Customer relations. Textiles Length: 25p Supplementary Materials: Supplement (Field). Services. and you'll see that many of these diagrams are full of it. business credit card processing.S. the survey myopia myth. David E. The case poses two questions: 1) how should the new membership be marketed. and the most research is not read myth. Leamon. to whom.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. and home insurance. Industry analysis. Retail industry Subjects: Advertising. 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.. interact with them. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola. Salmon. Author(s): Bell. Marketing strategy Length: 3p List Price: $4. the big bucks myth. Sales promotions Length: 8p 594031 Title: Cott Corp. differentiate them in terms of their needs and value.made apparel products. but will bring silos together. health. Daniels. MA. by David E. Robert D. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. by Stephen A. CRM allows a company to identify customers. 12p. and a discussion of what kinds of companies should be using CRM. John L. Industry Setting: Advertising industry. $40). 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.Marketing Pricing Length: 10p List Price: $6. 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. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell. Canada. Software industry. One result has been an increase in consumer and trade promotion. Quelch. Kaplan. and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco. and eventually consumers. Consumer 10/30/10 105 marketing. How does it move into the U. Alan R. 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.: Private Label in the 1990s Author(s): Goldberg. (599088). gets 30% of the market in Canada. Stephen A.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. which generated $22 billion in 1997 selling products in bulk. the sophisticated researcher myth. (591067). A three-year $40 million campaign is planned.. Teopaco. though.S. They suggest a policy called "everyday low purchase price". 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. Cott. Retailing. Walter J. especially in these days of media fragmentation. Canada. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. 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. even smart. This article covers the basics of CRM and includes sidebars on CRM metrics. Nonprofit organizations. Brands.A. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . designed to smooth the peaks and valleys of demand and reduce the costs of distribution. when illustrated with snappy circle-andarrow graphics. Geographic Setting: Boston. Greyser. Customer relationship management (CRM) is markedly different from past marketing strategies.S. Council Author(s): Greyser. 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. Robert S. one of the major players in the wholesale club industry. textile/apparel industry convince consumers and retailers to buy U. the technology behind CRM. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. retailers. Marketing management. Great marketing is not only cost effective. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. Small business Length: 5p 599041 Title: Costco Companies. But many trade promotion practices are costly to manufacturers.. Ray A. Wholesaling Length: 21p Supplementary Materials: Teaching Note.S. Subjects: Market research. United States Industry Setting: Accounting firms. has developed a new class of membership that offers discounted services--auto. break-out-of-the-clutter marketing programs directed at priority markets. Marketing strategy. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade. Retailing. John L.. Marketing management. Extensive research information from consumers and retailers is available to assist the executives. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. John A.

. 5p. a $50 billion telecommunications services company. This chapter looks at ways of making silos assets instead of hindrances in creating outstanding cross-silo marketing. Marilyn Y. Retention. the individual elements that comprise the plan are introduced. May 10/30/10 106 be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Brands. fellow customers. In this chapter.Marketing the scope of the organization. (2653BC) Marketing Across Borders: It's a Big.95 Year New: 2006 BH294 Title: Creating emotions via B2C websites Author(s): Jones. and Development. and regulatory pressures on the process. the budget. and Effective Resource Allocation. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.. Given that AT&T was one of the largest. and employees of the firm. as in this case. 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. Regardless of the valence of the resultant emotion. the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. High technology products. Depending on how a website performs on these dimensions. machine memory. and to implement the strategy. In this split. (2610BC) The Right Customers: Acquisition. consumer and business telephone systems.. Design management. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture. 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. (DMI002). The marketing plan serves to define the opportunity. Consulting. Rohit Publication Date: 10/03/2000 Product Type: Note Abstract: Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Christine Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Compared to offline media communications. (2637BC) Integrated Marketing Communications: Creativity. Market positioning Length: 15p Supplementary Materials: Teaching Note. Peter L. and an unnamed $20 billion "Systems and Technology" company that designed. Spence. as are details on how to implement adequate research in considering each decision therein. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace. interactivity. a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications. (501007) Renaming Computer Power Group. acquisition. Greyser. the feelings generated may attach to the brand. Subjects: Marketing strategy. financial. (500054) Selecting a New Name for Security Capital Pacific Trust. and Positioning. using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising.95 107XC Title: Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations Author(s): Deshpande. oldest. while a firm sending unsolicited emails based on a user's cookie trail may be annoying. business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself. to create a name for the company. the result of a spin-off. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . positive or negative emotions may result. (2572BC) Competitive Analysis: Understand Your Opponents. Such change may come as the result of a merger. Applications. (2645BC) Interactive Marketing: New Channel. new alliance or. Consistency. and best known corporations in the world. where customers are everybody's responsibility and the language of the customer is key. built. the brand. 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. (2602BC) Branding: Differentiation that Customers Value. (500055) Claiborne Asks Web Surfers to Name New Line. Subjects: NO SUBJECTS(KEYWORDS) Length: 48 min Year New: 2005 501039 Title: Creating Value Author(s): Deshpande. (2629BC) Pricing It Right: Strategies. by Stephen A. 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. NCR. Stephen A. and allowable social interactions. Mark T. Vallaster. (500066) Naming the Edsel. three companies were formed: AT&T. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. to design a logo and identity system. The emotion-causing antecedents elucidated in this article are the website's vividness. analyzing the effect of business. and delivered a wide range of public and private networks. Phillips. a computer firm. (2599BC) Developing New Products and Services: The Marketer's Role. New Challenge. challenge. and examining the role of consultants and research in the development of a name and visual identity for the company. interaction speed. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world. For example. and microelectronics components. Because a goal of brand managers is to get consumers to associate positive emotions with a brand. May be used with: (500060) Computer Power Group: Designing Brand Architecture. Peter L. the strategy. Product development Length: 6p DMI001 Title: Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Author(s): Greyser. communications systems and software. Market-driven and marketdriving strategies are contrasted in the context of new product development. (2580BC) Market Customization: Market Segmentation. Industry Setting: Internet & online Customer Service Department • 60 Harvard Way • Boston. Big World. and Pitfalls. and the expected results of product sales. Targeting. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom.

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

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

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

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

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

Consulting. James C. These include replacing traditional brand managers with a new position--the customer segment manager. targeting brands to as narrow an audience as Customer Service Department • 60 Harvard Way • Boston.. they often simply list all the benefits their offering might deliver. carton & container industries. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. Chicago. they can make smarter choices about where to allocate scarce resources. van Rossum. Valarie A. Once companies become disciplined about understanding their customers. 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. they can make smarter choices about where to allocate scarce resources. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. (502069). Suppliers can provide simple.50 Year New: 2006 R0409H Title: Customer-Centered Brand Management Author(s): Rust. James A. In other words. suppliers can end up stressing points of difference that deliver relatively little value to the target customer. 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. South Carolina. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. the authors advocate a resonating focus approach. Packaging. Suppliers can provide simple. they often simply list all the benefits their offering might deliver. The authors illuminate the pitfalls of current approaches. 11p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . James C. Milwaukee.. Canada. When managers construct a customer value proposition. 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. brands are the raison d'etre. van Rossum. Pennsylvania. May be used with: (503081) Monitoring the Health of Customer Relationships. few companies have come to terms with the implications of that idea for their marketing management. Consumer products. The authors illuminate the pitfalls of current approaches. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. managers may claim advantages for features their customers don't care about in the least. When properly constructed. value propositions force suppliers to focus on what their offerings are really worth. Drawing on a wide range of current examples. for example. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. Roland T. When managers construct a customer value proposition. Narus.000 Gross Revenues: $22 billion revenues Subjects: Business marketing.. the authors offer seven tactics that will put brands in the service of growing customer equity. Benelux. the people who loved the Olds got downright old. and add value for the business and customers alike. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. Katherine N. The reason. 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. United States Industry Setting: Chemicals. Europe. toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers. Narus. argue the authors. 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. Lemon. Customer relations. Drawing on the best practices of a handful of suppliers in business markets. yet powerfully captivating. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. minimize the intrusion on customers' time. Zeithaml. yet powerfully captivating. Computer hardware. But as the century wore further on. When properly constructed. even at the expense of the brand. by Das Narayandas R0603F Title: Customer Value Propositions in Business Markets Author(s): Anderson. Geographic Setting: Alabama. 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. James A. Oldsmobile. Once companies become disciplined about understanding their customers. suppliers can end up stressing points of difference that deliver relatively little value to the target customer. Geographic Setting: Canada Industry Setting: Telecommunications industry Number of Employees: 80. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. enjoyed outstanding brand equity with many customers through the 1980s. demonstrating and documenting the value of this superior performance. The pitfall with this approach is value presumption: assuming that any favorable points of difference must be valuable for the customer. the authors advocate a resonating focus approach. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities... Customer retention. IL. Telecommunications Length: 25p Supplementary Materials: Teaching Note. Yet. value propositions force suppliers to focus on what their offerings are really worth. They are the focus of decision making and the basis of accountability. In other words. 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. would surely have been the path to profits. is that in large consumer goods companies like General Motors. WI. Engineering. demonstrating and documenting the value of this superior performance.. managers may claim advantages for features their customers don't care about in the least.Marketing management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources. Drawing on the best practices of a handful of suppliers in business markets. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion.

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

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

Subjects: Marketing management. At other times. By 2007. Edward J. it may be better to develop a hybrid product. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service. much like banner ads. In determining the degree of standardization or adaptation that is appropriate. of Georgia Tech. Pricing. "Taking Permission One Step Further. 19 min. 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. International marketing. managers should consider their companies' overall business strategy. Product introduction. 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. Streaming. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. etc. what trade-offs will result from standardizing various elements of the marketing mix. It's a way to turn marketing into a collaborative process. Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. Conley. Hoff. But being fast to market is no advantage if the product isn't right. and Internet service providers may begin to block messages that look like spam. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. and interactional--thus increasing their desire for revenge. Subjects: Cross cultural relations. of Tel Aviv University and MIT's Sloan School. Han." Industry Setting: Advertising industry Subjects: Advertising. and $15 million from advertising.. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive." 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. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Multinational corporations Length: 11p Supplementary Materials: Case Video. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. a social network company in Korea. had to decide how to create and capture value from his rapidly growing user base. John A.000 to a stranded Lexus owner whose purse had been stolen. The key to a successful program is establishing and keeping your promises to the customer. 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. of Centenary College. by John A. Sunil. procedural. For others. In the Internet age. She offers as an example a Lexus rep who drove 80 miles to deliver $1. Includes the sidebar entitled.). $15 million from mobile networking. Stephen A. Barak Libai..Marketing and take his case to the court of public opinion. Among the risks: the novelty of permission-based marketing may soon wear off. Product development.. and then use the appropriate strategy plotted on the product development map. 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. which products will benefit from the economies or efficiencies of standardization. (1-279-1). it makes sense to use a step-by-step approach that breaks the development task into smaller. 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. Spanish Version Author(s): Quelch. and Chris Martin. Marketing mixes. a leading mobile service provider in Korea. Edward G. 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. Quelch. more manageable steps. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. A better approach is to determine what the entry risks and opportunity costs are.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. which products won't fight cultural barriers. Nate Bennett. Conley. and how standardization will vary from country to country. Sangman 10/30/10 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008. International marketing. does Atida need a new way to deal with unhappy customers? Tom Farmer. virtual gifts. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Direct marketing. Electronic commerce Length: 2p List Price: $4. the new CEO of Cyworld. For some products. 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. the best plan is to acquire the needed technology or to exit the market completely. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. John A. John A.

DLJdirect differentiated its service to meet the needs of self-directed. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. Internet. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. a disposable shaver for women. Stephen H. Geographic Setting: United States Industry Setting: Biotechnology industry. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology.. Walter Thompson Company's marketing research department. (803178). Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. Polls & surveys.. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. Also gives lengthy data derived from these surveys. Davis.. Financial services. 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. N. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. Consumer behavior. DLJdirect was planning to spend $65 million on marketing in 1999. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. Consumer goods. (594094). 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. 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. International business. N.J. Consumer goods. Details the company and division's background.Marketing Subjects: Air freight service. each of which emphasized one specific attribute of Daisy. Polls & surveys. O'Keefe. Market research. 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. Davis. Stephen H. focusing especially on the performance of Uz-Daewoo Auto. (598108). Marketing strategy.J. Consumer behavior. Market research. Product introduction. a 250% increase over the prior year. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. Morris.. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. Stephen H... 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. Pricing. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy.5 billion on marketing. Product introduction. its position in the women's wet shaving market.000 Gross Revenues: $65 billion revenues Subjects: Asia.J. 8p. Edmund Publication Date: 09/24/1990 Revision Date: 11/24/1990 Product Type: Case (Field) Abstract: A biotech company that is market and consumer oriented has come up with a number of products such as veggie snacks and is now evaluating how to position the company in the food system. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. who focused either on day traders or more mainstream investors. International marketing. Davis. a strategic alliance to manufacture and market passenger cars. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. Park. the ten largest online brokers were projected to spend $1. N.. Stephen H. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior. Davis. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. 21p. Consumer goods. by John A. Product introduction. E*Trade would lead the pack with a $300 million budget. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. sophisticated. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by John A. The J. by Thomas R. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. To be used primarily as background information. and the history and current position of the women's wet shaving industry.J. Thomas R. high net worth investors. N. 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. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston. Automobiles. Geographic Setting: Jersey City. John A. 12p. Ray A. 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.

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

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

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

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

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

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

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

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

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

3p. move prices in smaller increments. With the hidden power of pricing. change the price effectiveness period. Marketing strategy. Gunther McGrath. by David E. Marketing organization.. But a better approach is to "systems engineer" a campaign. 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. Pricing. 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. and exploiting patterns common in other difficult markets (price against the leader. Entertainment industry. Distribution planning. there are still many ways to deftly raise effective prices and increase market share. Retail industry Gross Revenues: $1. a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. Insurance. 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. which may require that each component be compromised to serve the needs of the whole.4 billion revenues Subjects: Consumer goods. South Africa Length: 4p Supplementary Materials: Teaching Note. 5p. 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. 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. if wielded wisely. Samuel. (598125). Geographic Setting: Europe. 7p. by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun. Health insurance. by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market. Marketing management. follow the leader. Growth strategy. 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. May be used with: (599047) Discovery Health (B). shift some of the price to suppliers). raise invisible prices. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan. But sometimes the customers themselves do not know what is in their minds. Retailing.. Winig. which is resistant to across-the-board price increases. Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter. David E.Marketing of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but. offer alternative service levels and price points. by John A. can still be a powerful tool. Supermarkets Length: 27p Supplementary Materials: Teaching Note. Health insurance. Middle East Industry Setting: Consumer products. building more subtlety into the pricing process (set prices selectively rather than across the board. Pricing. May be used with: (599046) Discovery Health (A). (595120). link future purchases to current transactions. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch. seek out segments that will tolerate higher prices). Market research. International marketing. It helps companies see that a product may have different salient attributes for different customer segments. Product design. Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. Disney Consumer Products (DCP) Customer Service Department • 60 Harvard Way • Boston. Market segmentation. Matisonn. Insurance. at the item level. Subjects: Marketing management. South Africa Length: 16p Supplementary Materials: Teaching Note. (599051). Ian C. match price moves to the market. Samuel. (599051). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun. all of the variable costs associated with each item that is sold. Industry Setting: Retail industry Subjects: Accounting procedures. Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell. substitute components of the price. Product design. Subjects: Competition. Marketing planning. 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. Subjects: Consumer behavior. Incentives. David V. Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns. use discounts strategically to build relationships with desirable clients). 7p. Middle East Length: 17p Supplementary Materials: Teaching Note. John A. Incentives. Pricing policy. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits. 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. unbundle benefits. Matisonn.

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

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

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

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

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

Walter J. (581010). consumer behavior. by Hirotaka 10/30/10 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. Retail industry Subjects: Corporate strategy. Product lines Length: 17p Supplementary Materials: Teaching Note. by David E. Retail industry Subjects: Competition. cohesive. Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy. Pricing strategy. Geographic Setting: United States Industry Setting: Chemical industry. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. New product marketing. Gwendolyn K. Franchising. The question is whether to introduce the new product in light of cannibalization of their main business in donuts. Ortmeyer. (580036) Dunkin' Donuts (B): Field Management. 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. Sales management Length: 18p Supplementary Materials: Teaching Note. 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. (581009). Retail industry Subjects: Advertising strategy. May be used with: (580035) Dunkin' Donuts (A): Company Background.Marketing corporate image position of a major high-visibility diversified firm. (580036) Dunkin' Donuts (B): Field Management. and test marketing results. Patrick J. Petroleum industry Company Size: Fortune 500 Subjects: Advertising. Marketing strategy. spring 1991. Geographic Setting: Massachusetts Industry Setting: Food industry. (580037) Dunkin' Donuts (C). 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. Franchising. Performance appraisal. Corporate strategy. (580038) Dunkin' Donuts (D): New Product Introduction. 15p. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. Students must derive the decision through careful analysis of competition. 17p. Franchising. Management communication. (594041). Geographic Setting: Massachusetts Industry Setting: Food industry. the competitive thrusts within the fast food business. At the time of the case. 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. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. Growth strategy. a product extension to donuts. Retailing. 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.. (580037) Dunkin' Donuts (C). 14p. Spanish Version Author(s): Kaufmann. Distribution planning. 7p. (580038) Dunkin' Donuts (D): New Product Introduction. Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. and the history of Dunkin' Donuts. (580038) Dunkin' Donuts (D): New Product Introduction. Geographic Setting: Massachusetts Industry Setting: Food industry. Retailing. 2) A broader product line. May be used with: (580036) Dunkin' Donuts (B): Field Management. as well as other retailers. and 3) More advertising. Geographic Setting: Massachusetts Industry Setting: Food industry. Location of industry. The company must also decide whether to introduce a new product. Distribution channels. May be used with: (580035) Dunkin' Donuts (A): Company Background. and whether to continue with the network TV program. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. Retail industry Subjects: Fast food industry. Test markets Length: 20p Supplementary Materials: Teaching Note. by Benson P. Franchising. Sales promotions Length: 36p Supplementary Materials: Teaching Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (580037) Dunkin' Donuts (C). Chemicals. Fast food industry. 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. Raises important issues related to franchise relations. 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. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. Looks at three growth alternatives: 1) More shops (owned or franchised). and profitable. (584126). the company had approximately 50 stores in operation with sales of $450 million. Franchising. New product marketing. Fast food industry. A merger of Dunkin' Donuts (A) and (B). 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. Department stores. Presents a corporate strategy which provides a good starting point for discussion.

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

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

Author(s): Lal. Lauren Barley. Inc. 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. Quelch. (598098). However. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2008 508046 Title: EFI. such as air and water qualit. (A). (503094). (C) Author(s): Godes. others believe the company faces a larger challenge from Charles Schwab's entry into the market. Sales strategy. Financial services. 5p. Inc. Product introduction Length: 5p Supplementary Materials: Teaching Note. Lauren Publication Date: 02/06/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. 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. Yoshinori Fujikawa. Middle East. Teaching Note. Defending against Schwab would require focusing resources on enhancing its product/service offering. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. It consults on a variety of topics. Lauren Publication Date: 02/06/2008 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Service management Length: 24p Supplementary Materials: Teaching Note.Marketing 508044 Title: EFI. (508084). Glew. Palumbo. Geographic Setting: Saudi Arabia Industry Setting: Photographic equipment & supplies Number of Employees: 80 Subjects: International marketing. Inc. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Yoshinori Fujikawa 597030 Title: EMDICO (B) Author(s): Quelch. However. As a result. 17p. Non-store retailing Length: 16p R0606F Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption Author(s): Gourville. Barley. Professional services. by David Godes. by David Godes. New product marketing. its 1. Data processing. team vs. Fujikawa. David B. David. Quelch. risk aversion. it would raise a potential problem with shirking on the core product. 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. Publication Date: 06/01/2006 Customer Service Department • 60 Harvard Way • Boston. (9-508-045). David. John T. While some executives within ETrade believe they should continue to lower prices and go head-to-head with eBroker. (598098). CA Industry Setting: Securities & investing Gross Revenues: $22 million revenues (1995) Subjects: Competition. This has worked out fine. Inc. Supplement (Library).. Schwartz. they've historically paid the sales force as a team. MA. John A. Godes NEW M286 Title: ETrade Securities. ETrade must decide where it can create a profitable and sustainable position along the price/quality (service) trade-off. Inc. (B) Author(s): Godes. wildlife resource management. By 1996.000 consultants are drawn from very diverse backgrounds. Lotke. Customer service. Barley. which might jeopardize ETrade's low-cost position. by John A. Sales management. 2p. Chuck. Lauren Barley. not doing so would perhaps limit the sales of the new products. a flood of new competitors are establishing Internet sites and ETrade has been dethroned as the price leader. Geographic Setting: Middle East Subjects: International marketing. Must be used with: (508044) EFI. Lauren Publication Date: 02/06/2008 Product Type: Case Abstract: EFI has a unique sales compensation challenge. So. Sales organization. Should they pay people individually on these newer products while maintaining the team-pay approach on the core? If so. 16p. They cannot allocate sales credit for their core product to individual salespeople. by David B. David. Number of Employees: 1. The context is also an interesting and important one for sales management: OEM sales. individual pay and the marginal impact of effort. by David Godes Year New: 2008 9-508-045 Title: EFI. by John A. Barley. Yoshinori Publication Date: 09/25/1996 Revision Date: 03/15/1999 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Customer relations. including observability of effort and outcome.000 Gross Revenues: $210 million revenues Subjects: Consulting. this has changed. Geographic Setting: Palo Alto. (A) Author(s): Godes. by David Godes Year New: 2008 597029 Title: EMDICO (A) Author(s): Quelch. (508046). (508084). since they've been a near-monopoly seller of a single product category. Product introduction Length: 17p Supplementary Materials: Supplement (Field). and workplace safety. Teaching Note. Middle East. Must be used with: (597029) EMDICO (A).700 Gross Revenues: $500 million Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field). 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. The question is how should they do it? Geographic Setting: United States Industry Setting: Consulting Number of Employees: 1. 5p. Quelch. Mario. Fujikawa. Rajiv. 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. by John A. The case allows for a deep discussion of the bases for variable compensation in sales. (597030). 16p. 8p. John A. 8p. Mark. Yoshinori Fujikawa 503075 Title: ENSR International Author(s): Godes. The firm's top 10/30/10 135 management seeks to deliver sales and utilization growth from this complex organization.

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

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

Geographic Setting: Canada Subjects: Canada. Product management Length: 32p Supplementary Materials: Teaching Note. At the tactical level. Must be used with: (9-503-P01) Egghead to Egghead. Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. 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. Lilly's new antidepressant team making this decision has several market research Customer Service Department • 60 Harvard Way • Boston. 11p. In this context. Industrial markets. Miller. Mark. The new product threatens Electrohome's position at the high end of the market. Mark Vandenbosch. Teaching Purpose: Designed to be taught at both a tactical and strategic level. Vandenbosch. 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. Market selection. Teaching Note. Distribution channels. Miller. Industry Setting: Computer industry. Industrial markets. 2p. Elie Publication Date: 11/27/2006 Revision Date: 07/30/2008 Product Type: Case (Field) Abstract: Anticipating the expiration of its Prozac patent. subscription-based pricing. Vandenbosch. Mark. Ryans. (895A12). 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. including target market selection and pricing/payment structure. 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. Vandenbosch. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . subscription-based version of the most popular PC game in history: The Sims. Marketing planning. Retail industry Subjects: Computer industry. Customer retention. Competition. Marketing planning. Youngme Publication Date: 08/23/2002 Revision Date: 08/26/2003 Product Type: Case (Field) Abstract: Electronic Arts (EA). 23p. V. Ryans. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. Customer retention.000 Gross Revenues: $1.Marketing 503P02 Title: Egghead to Egghead. EA managers must finalize several decisions that they believe are fundamental to the game's success. Distribution. or to first establish efficacy in treating pain and later get FDA approval for once-aday dosing. In particular. Marketing strategy Length: 2p Supplementary Materials: Teaching Note. 25p. Miller. by Mark Vandenbosch 503008 Title: Electronic Arts Introduces The Sims Online Author(s): Moon. EA managers must finalize several decisions that they believe are fundamental to the game's success. Marketing strategy Length: 17p Supplementary Materials: Supplement (Field). Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. 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. Retailing Length: 6p 95A012 Title: Electrohome (A): Projection Systems Division Author(s): Ryans. Neil Miller.. Management of change. Portuguese Version. students examine an example of product management in an industry in which customer tastes are unpredictable and fickle. by Adrian B. (95A014). (95A013). Market selection. Electronic commerce. Product management Length: 33p 507044 Title: Eli Lilly: Developing Cymbalta Author(s): Ofek. Spanish Version Author(s): Moon. In this context. by Mark Vandenbosch 95A013 Title: Electrohome (B): The Phoenix Project Author(s): Ryans. Mark. (895A12). Industrial markets. Adrian B. subscription-based version of the most popular PC game in history: The Sims. Neil Miller. Marketing planning. (895A12). Adrian B. 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. Must be used with: (95A012) Electrohome (A): Projection Systems Division. Bell.. the world's largest independent game publisher. Portuguese Version Author(s): Rangan. Competition. 23p. by Adrian B. Distribution.. Marie Publication Date: 08/21/2002 Product Type: LACC Supplement Abstract: Supplements the (A) case. 23p. Mark Vandenbosch.com (A). is preparing to launch an online. Pricing.com (B). including target market selection and pricing/payment structure. Competition. At the strategic level.7 billion revenues Subjects: Consumer marketing. Adrian B. the world's largest independent game publisher. 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.000 Gross Revenues: $1. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. students explore the role of the target market in the process of diffusion as well as the implications of flat pricing vs. Must be used with: (95A012) Electrohome (A): Projection Systems Division. by Mark Vandenbosch 95A014 Title: Electrohome (C): The Marquee Launch Author(s): Ryans. Pricing. is preparing to launch an online. (504044).7 billion revenues Subjects: Consumer marketing. Youngme Publication Date: 08/23/2002 Revision Date: 01/14/2003 Product Type: LACC Case Abstract: Electronic Arts (EA). Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Supplement (Field). Kasturi. 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. Geographic Setting: Canada Subjects: Canada. by Youngme Moon NEW 10/30/10 138 504S01 Title: Electronic Arts Introduces The Sims Online.

Porter. Publication Date: 09/05/1965 Product Type: Case (Field) Abstract: Decisions concerning 1964 sales promotion strategy for air freight forwarder. Kathryn. Karen Publication Date: 01/01/2004 Revision Date: 11/02/2004 Product Type: Case (Pub Mat) Format: Windows Abstract: Examines the launch of Xigris. The strategy is this: If a company advocates for its customers. Distribution channels. (KEL015). 23p. many companies are faced with declining product demand beyond their control. 7p. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $10.8 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. Technological change. so brands should capitalize on their flaws. Industry Setting: Retail industry. Pricing. White. or "shadow" attributes. (KEL016). Thanks 10/30/10 139 to digital technologies like the Internet. they will often tell others about it. Supplement (Pub Mat). 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. honest. industrial.M. Timothy. 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. innovative companies are now trying a different approach: They are providing customers with open. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . E. Retailing. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note. Industry Setting: Electric power Company Size: large Subjects: Antitrust laws. by Timothy Calkins. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 587018 Title: Emergence of the Electronic InHome Shopping Industry Author(s): Albion. information retrieval via cable TV.. Market structure. helping to reduce the organization's costs for acquiring new customers. they will reciprocate with their trust. Publication Date: 06/15/1987 Revision Date: 01/01/1988 Product Type: Note Abstract: Describes the different types of electronic in-home shopping retailers. and military markets. The newly appointed head of marketing for Xigris is reviewing the launch plan. Product planning & policy Length: 23p F0610D Title: Embrace the Dark Side Author(s): Fanuele. In addition. 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. Mark S. Must be used with: (KEL014) Eli Lilly: Xigris (A). and complete information. and then finding the best products for them--even if those offerings are from competitors. White. consumer-controlled.Marketing inputs on physicians and patients at its disposal. Advertising versus personal selling. (A) Author(s): Corey. Walter J. Salmon. 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. Karen White Year New: 2005 KEL015 Title: Eli Lilly: Xigris (B) Author(s): Calkins. Then. today's increasingly educated consumers expect companies to do more than just delight them. essentially becoming advocates for them. Publication Date: 12/01/2004 Product Type: SMR Article Abstract: For decades. Michael J. such as Home Shopping Network. Loyalty. loyalty. Telecommunications Length: 19p SMR129 Title: The Emerging Era of Customer Advocacy Author(s): Urban. as many customers will be willing to pay for the extra value.9 billion revenues (2000) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note. a breakthrough new pharmaceutical product for the treatment of sepsis. Logistics. and purchases-either now or in the future. by Timothy Calkins. Glen L. companies relied on push marketing to sell their products and services. particularly home video shopping ventures. Marketing strategy. In short. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consumers these days prefer authenticity to purity. 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. In response. by Elie Ofek Year New: 2006 KEL014 Title: Eli Lilly: Xigris (A) Author(s): Calkins. they are truly representing their customers' best interests. particularly as the power of customers continues to grow. But those tactics have been losing their effectiveness. (KEL016). Innovation. Industry Setting: Air freight service industry Gross Revenues: $35 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising. new technologies are described for interactive. Electric industries. Telecommunications industry Subjects: Consumer behavior. 2p. Service management Length: 8p Year New: 2005 511044 Title: Emery Air Freight Corp. Michael E. Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 40. in the 1990s. (B) Author(s): Sultan. Ralph G. the emphasis shifted to relationship marketing. The firm might then command higher prices for its products and services. Sales promotions Length: 42p 83409 Title: End-Game Strategies for Declining Industries Author(s): Harrigan. Air freight service. Sales management.000 Gross Revenues: $10. And when people trust a company. Timothy. Subjects: Customer relations. Personal selling. (508061). as slogans such as "delight your customers" became the mantra of many marketers. Marketing management. by Timothy Calkins Year New: 2005 582096 Title: Ellery Corp. 7p.

They provide a diagnostic to help readers assess their companies' level of integration. each group undervalues the other's contributions. 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. Getz. In short. Philip. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. and circumnavigate common pitfalls.50 10/30/10 Year New: 2006 140 7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch. 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). suggest service improvements. the authors describe the four types of relationships Sales and Marketing typically exhibit. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Curious about the misalignment between Sales and Marketing. (2548BC) The Marketing Mix. Both stumble (and organizational performance suffers) when they are out of sync.95 2726BC Title: Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg. Thomas. Krishnaswamy. Industry Setting: Airline industry. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. configure how best to market them. insufficiently aware of the larger market. Both stumble (and organizational performance suffers) when they are out of sync. 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). Electronics industry. (2688BC) From Declining to Growing Distribution Channels. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Curious about the misalignment between Sales and Marketing. (2718BC) Managing Customer Retention. Rackham. Subjects: Competition. They provide a diagnostic to help readers assess their companies' level of integration. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. Corporate strategy. Yet. (2696BC) From Branded Bulldozers to Global Distribution Partners. Marketing people. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity. and blind to the future. Krishnaswamy. Strategic alternatives for declining business include leadership. and submit new product ideas. In a democratizing marketplace. (270XBC) Managing Customer Acquisitions. Tools included here help evaluate which products provide an add-on opportunity.. High technology. Financial services. John A. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6. (2661BC) From Market Segments to Strategic Segments. insufficiently aware of the larger market. and quick divestment. believe the sales force is myopic--too focused on individual customer experiences. Rackham. harvest. Just as political democracies are more robust and more representative when citizens engage in public affairs.95 Customer Service Department • 60 Harvard Way • Boston. While we tend to think of companies as "producers" and consumers as "receivers. in turn. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. each group undervalues the other's contributions. and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing.. Market share. Neil. In this article. but resources must be allocated carefully and may include marketing communications. and outsourcing." the line between the two is blurred and becoming more so. (267XBC) From Brand Acquisitions to Brand Rationalization. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. the authors describe the four types of relationships Sales and Marketing typically exhibit. In this article. Marketing strategy. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. constructive engagement with consumers should be the wave of the future. Jocz. (2750BC) Market Research: Listen and Learn. database marketing tools. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. Marketing people. companies are learning that letting consumers participate in marketing strengthens their competitive position. 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. Gary. Insurance industry. 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. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers. Philip. Jacquelyn S. believe the sales force is myopic--too focused on individual customer experiences. niche. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Robert C. in turn. Neil.Marketing accordance with their own needs. and they offer recommendations for more closely aligning the two functions. Energy. Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler. Equipment. In short. Yet. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. and they offer recommendations for more closely aligning the two functions. and blind to the future.

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

It isn't easy to establish a marketing function in a company that doesn't think it needs one. Product lines. Geographic Setting: New York. by Peter Wickersham. 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. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. performance.'s 1-2-3 spreadsheet software for IBMcompatible personal computers.Marketing List Price: $4. strengthen the brand franchise. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. Product management. increasing value both for them and for the division.5 million 1990 sales Subjects: Computer industry. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies. and then permanent.. 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. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges.'s personal-computer products. too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. 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 the pursuit of selfinterest and the pursuit of the common good. marketplace exchanges and political exchanges. He wove marketing into Lafarge's mainstream management processes by becoming a fixture at the company's strategic-planning. From the start. To make the value of those efforts quickly apparent. Jacques and his team of first temporary. Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar. to change what they sold. 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. 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.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques. he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. and concludes with a description of the PS/2 family (date of introduction: April 1987). which in many cases could be sold for higher-than-commodity prices. In light of recent medical and competitive trends in the market. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar. marketers fundamentally transformed Lafarge's commodity mindset. 17p. Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines. It works both ways. Elie Ofek 7852BC Title: Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges Author(s): Quelch. Technological change. Welcome to the front lines of your typical cement company. and grow share in an increasingly competitive health care environment. CEO William Flatley has to reposition his firm. Francois M. Product management. so that their offerings were suited to a range of customer requirements. Details the major hardware enhancements and product line extensions during the period 1981-87. NY Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. over the next four years. ultimately. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Biotechnology industry. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp. May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. Facing stagnant revenues. A separate exhibit provides a brief overview of a microcomputer. John A. are inextricably linked. Technological change Length: 3p 509028 Title: Examining the Adoption of DrugEluting Stents Author(s): Ofek. he measured their effectiveness with readily understood metrics. Product lines.95 599048 Title: Executive Health Group Author(s): Chun. Jocz. Jacques tackled the challenge on a number of fronts. Customer satisfaction surveys led them to improve supply chain execution and. Step by step. Segmenting customers allowed people to see that they were selling to different groups that required different products. old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. and budgeting discussions. Software. 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. (5-509-053). First. Inc.

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

explicit theoretical development of these ideas becomes critical. 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. more Eyeblaster Customer Service Department • 60 Harvard Way • Boston. a new economic era in which all businesses must orchestrate memorable events for their customers. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. 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. Awareness of these stages affects decisions on marketing factors such as pricing. Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood.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. by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier. Most successful products pass through certain recognizable stages. Marketing strategy. Data General Corp. Claudine B. International marketing. From America Online to Walt Disney. 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. Subjects: Exports. providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. The authors urge managers to look beyond traditional pricing factors like time and cost. and sales and distribution networks. International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek. 24p. highly original. A product strategy that includes some sort of plan for a timed sequence of conditional moves provides an offensive rather than a reactive move. Customer relations Length: 18p Supplementary Materials: Teaching Note. Customization. divides the service life cycle for its computers into four stages: rapid product sales growth. by Susan Fournier 580150 Title: Exporting from the United States. Customer relations Length: 21p Supplementary Materials: Teaching 10/30/10 144 Note. Pricing. Subjects: Product life cycle. Consumer marketing. 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. 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. transition as product shipments start to decline. Marketing planning. 24p. Joseph. 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. Product development. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. Background Note Author(s): Malone. Market analysis. Subjects: Marketing strategy. Goods and services. explicit theoretical development of these ideas becomes critical. and The Experience Economy is the script from which managers can begin to direct their own transformations. of the Experience Economy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. say Pine and Gilmore. exporter. and consider charging for the value of the transformation that an experience offers.S. (597073). Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier. which describes the marketing strategy of a high technology firm seeking foreign sales. character. Consumer behavior. New uses and new customers extend the product life cycle. maturity as the service cycle peaks and product shipments continue to fall. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. say authors Pine and Gilmore.Marketing List Price: $18. but the service life cycle is not so well understood. Alternatively. This case presents detailed qualitative data on three women and their relationships with brands. Experiences and transformations are the basis for future economic growth.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine. This case presents detailed qualitative data on three women and their relationships with brands. May be used with Kenics Corp. II. B. Subjects: Brands.. 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. Consumer marketing. Subjects: Customer service. are no longer enough. and end of life after product sales halt and the installed base undergoes attrition. Product management. Consumer behavior. (597073). Subjects: Brands. and timing of competitive and market events. Gilmore. Susan Publication Date: 01/22/1996 Revision Date: 02/13/1997 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. Intended to reveal the deep connections consumers may form with brands across product categories. Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt. We are on the threshold. Services Length: 272p List Price: $29. New economy. The Experience Economy offers a creative. product identity.

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

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

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

4308. Sales management. Benson P.. and writers supplement the definitions. a manpower development program.J. thereby increasing its complexity. Also included are profiles of well-known marketing companies and products. Field Guide to Marketing offers a handy primer on today's marketing industry. in a period of rising costs. Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 10/30/10 148 Mills. by Ronald T. Also included are profiles of well-known marketing companies and products. Sales compensation. 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. recent market developments. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. 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. Benson P. Marketing management.. Marketing management. and descriptions of some of the world's most influential advertising agencies. Inc. Altogether. Marketing strategy Length: 208p List Price: $16. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Field Guide to Marketing offers a handy primer on today's marketing industry. and the details of the compensation plan as well as comments by managers and salespeople. 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. Marketing organization. salesletters. Marketing management.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. Young. 6p. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills.J. (UV0324). sales meetings. Inc. 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. $16. N. 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.95 575002 Title: Fieldcrest Division of Fieldcrest Mills. and descriptions of some of the world's most influential advertising agencies. Subjects: Marketing implementation. videotape programs. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation.J. (B) and (C). Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. (B) Author(s): Shapiro. Subjects: Marketing implementation. Geographic Setting: United States Industry Setting: Home furnishings. Stephen A. These include sales contests. Frank V. Geographic Setting: United States Industry Setting: Home furnishings. Sales promotions. The main section provides explanations of over 400 carefully selected marketing concepts and topics." Key issues are how to determine the effectiveness of these various motivators and. Davis. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser. 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. 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.95. Benson P. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Sales compensation. (C) Author(s): Shapiro. Robert F. Myriad quotations from recognized scholars. Geographic Setting: United States Industry Setting: Home furnishings. Sales promotions. Sales management.. Altogether. the competitive environment. Also includes a section on the bed and bath fashion industry.: Compensation System for Field Sales Representatives Author(s): Cespedes. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills. A paperback version is available: Order No. N. 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. Inc. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Sales management. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. and a miscellaneous category described as the "method of doing business.Marketing them to work through the pricing and profit implications of that analysis. Myriad quotations from recognized scholars. While complaints about the system have been relatively minor. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. where) to cut back on these motivators. Inc. (A) Author(s): Shapiro. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills. whether (and if so. business executives. Marketing strategy Length: 208p List Price: $29.. Davis. business executives. Harvard Business. Davis. Provides information about the industry. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. and writers supplement the definitions. N.

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

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

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. Ethics. Must be used with: (589001) Ford Motor Co.. Competition. by John A... Menezes 589057 Title: Ford Motor Co. Social change. 2p.S. Health. Menezes. in response to a sharp drop in its market share. Starr. James E. Distribution. Russia. America's third largest industrial organization. Ford Motor Co. Marketing strategy. they have to be done right.. V. John A. United States Industry Setting: Retail industry Subjects: Consumer marketing. product line issues. interfunctional coordination issues. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . parts and service. Market research Length: 2p List Price: $4. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11. 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.. Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell. Food. which. Product planning & policy Length: 18p Supplementary Materials: Supplement (Field).. with the help of both Russian partners and the SuperValu Corp. Melvyn A. Product planning & policy Length: 2p Supplementary Materials: Teaching Note. Highlights one small. yet they remain one of the most popular ways to gather information about a market. Menezes 903A05 Title: Ford Windstar Author(s): Fisher. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. Geographic Setting: United States Industry Setting: Food industry. and profitability. are facing increasing costs of doing business. Ford has to decide how best to respond to this change. quality assurance. has entered the Russian food retailing industry.: The Product Warranty Program (B) Author(s): Menezes. Barley. makes a dramatic change in its warranty policy. This article provides tips for getting real benefits from focus groups." Subjects: Management communication.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. Subjects: Management of change. Supermarkets Length: 11p Supplementary Materials: Teaching Note. Rohit. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively. by Melvyn A.J. Also raises several exciting issues concerning the role of product policy in competitive battles. 25p. Ethics.Marketing 508074 Title: Flying J Author(s): Deshpande. Nonprofit marketing. Food industry Subjects: Agribusiness. Kirsten D. is rethinking its growth strategy as the economy goes into a recession. but also for several departments (such as manufacturing. 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. Karim. To provide actionable information. Flying J. and extended service plans) and their dealer network. Author(s): Quelch.J. Industry Setting: Automotive industry Subjects: Automobiles. Satish Publication Date: 12/02/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Customer Service Department • 60 Harvard Way • Boston. especially focusing on food retailing and distribution in that country. Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U..: The Product Warranty Program (A). The Harris Group.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan. Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin.300 Gross Revenues: $62. Accompanying the article is a sidebar. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382. Competition. Teaching Note. Walter J. Retail industry Subjects: Advertising.: The Product Warranty Program (A) Author(s): Menezes. Inc. Consumer marketing. 25p. Ford executives realize that their decision will have implications not only for sales. Marketing strategy. by Melvyn A. (591036). Geographic Setting: Moscow.J. (591036). Sharp. "Support Communications--And Don't Stop at the Top. by Melvyn A. costs. (589057). 9p. entrepreneurial company. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing.7 billion revenues Subjects: Automobiles. Quelch 589001 Title: Ford Motor Co. Jha. Marketing management Length: 24p 583018 Title: Food Ranch.J. General Motors. Industry Setting: Agribusiness. Merchandising. owner-operated truck drivers. Its major customer base. Yet Flying J is considering whether to increase its price of diesel fuel. International marketing.J. Robert J. David J. Salmon. Melvyn A. Inc. David E. Supermarkets. (583056). and some ethical issues. 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. Kasturi.

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

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

Purchasing Length: 20p Supplementary Materials: Teaching Note. a unit of L.. Public relations. The revenue implications of increased customer satisfaction are also raised. 9p. Retailing Length: 27p Supplementary Materials: Teaching Note. First-year sales were far below plan. Chuck Porter-Shirley. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. V. a leading U. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. and projected profits did not materialize. Weber. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. the leading U. Industry analysis. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and the company's market methods. Knoop. By creating an electronic bidding platform. Industrial goods. 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. or it may be taught as the first case in the Frito-Lay series (C) and (D). Marketing mixes. cattle feedlot operator.S. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. meatpacker. Geographic Setting: Dallas. Concludes with a day in the truck with an FLI driver-salesperson. Friona is partnering with Cargill. Bean. 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. The program is described in the context of the team's on-the-field performance. Marketing strategy. Market research.S. (502087). founded in 1998 to sell women's clothing by catalog. Mary. Growth strategy. (599130). Fast food industry. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. the ballpark's character. Stephen A. beef industry. Inc. Friona has established relationships up and down the beef production chain to provide high-quality. the company has been able to cut down procurement costs by about 15%. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. Will the introduction of highquality. Consumer marketing. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations. executive vice president.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Retail industry Number of Employees: 4. Marketing strategy. Direct marketing. Electronic commerce. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. Service management. by V.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis. (FLI) excel at marketing.. Inc. Japan. International marketing. FLI's position in it. consistently tender beef that consumer's value. has a history of leadership in the highly fragmented and often contentious U. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. Industrial markets. within the framework of team economics. Ray A. Rajiv. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg. Robert D. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal. proposes extension of a Friendly Ice Cream Corp. 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. Customer relations. 10/30/10 154 Advertising media. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. TX Industry Setting: Snack food industry Gross Revenues: $1. In 2005. The (A) case may be used alone as an inquiry into marketing excellence. Electronic commerce.3 billion sales Subjects: Food. and team marketing and fan-building in general. (A) Author(s): Bonoma. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. 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.: Advertising Strategy for New England Author(s): Buzzell. 9p. Management philosophy. Industrial markets. ME Industry Setting: Catalog industry. James B. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Fast food industry. Overviews the snack industry. 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.S. The case question concerns how this company should now go to scale.S.'s advertising campaign. Marketing strategy.L. 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. Geographic Setting: Freeport. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. Includes color exhibits. Industrial goods. 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. New England. Thomas V. Shelman. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway.

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

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

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

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

Agriculture industry. The case reviews the brand strategies for both Tums and Rolaids. Regina E. It was up to GOME to determine how best it could deal with this new phenomenon. Food supply industry. its CEO decided to invade Mexico. sauces. By 2008. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. Some yielded to the pressure and offered greater discounts. 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. which was complemented by its striving for service quality and innovation. 7p.. and aquaculture. 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. indicates other and potential consumer antacids. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. Laidler. and seasonings for Latin American dishes--were sold primarily in the southwestern United States. or group purchase. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. Without mutual respect. 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. 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. John A. Gallardo's products and advertisements ended up spurring significant growth in the market. (HKU616). In 2006.000 producers in 87 countries had been certified. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. NY Industry Setting: Consumer products. GLOBALGAP's board and management were discussing a number of questions. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice. while others refused to give in and maintained a fixed-price policy. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3. They would put relentless pressure on retailers and would press for greater discounts. Industry Setting: Agribusiness. Explores the differences and similarities between the countries in terms of consumers. Gallardo's is a privately held firm whose products-salsas.. but most of the growth was captured by its primary competitor. Shows how the company used these market insights to segment the market along different lines than its competitors. competition. Its success stemmed from its low-margin. products. some only entertained tuangou that had been pre-arranged and/or preregistered. Geographic Setting: New York. 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. When the company had saturated that geographical market. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. Marketing strategy.Marketing 189118 Title: GI Wars: Tums vs. Clayton M. Shelman.5 billion sales Subjects: Competition. Spanish Version Author(s): Quelch. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. GOME faced the new challenge of tuangou. without an atmosphere where silos include or seek out the CMO's team. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. Richard L. In order to amass bargaining power to demand discounts from retailers. high-volume strategy. tea. and Poland. the GLOBALGAP standard had expanded to cover coffee. Benedict. 10/30/10 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. Looking ahead. Benjamin. 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. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. Argentina. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. what was GLOBALGAP's role outside of Europe. Teaching Customer Service Department • 60 Harvard Way • Boston. This chapter introduces five routes to gaining credibility and buy-in for initiatives. progress on crosssilo issues will be slow. Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. and generally reviews recent changes in FDA and consumer attitudes on drugs. David E. Lee. Pharmaceuticals. including: should GAP include environmental and social aspects beyond food safety. Forestry. 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. founded by Wong Kwongyu. 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. livestock. 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. and margins. by Benjamin Yen. with 259 traditional stores and 4 digital stores by 2006. Over 90.

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

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

Consumer marketing.Marketing advertising. Industry Setting: Counters & timers industry Gross Revenues: $23 billion sales Subjects: Household products. the executives are reviewing a new merchandising program for the coop. Geographic Setting: Fort Wayne. Bates 10/30/10 162 585054 Title: General Electric Co. John A. (585009). Human resources management. Manufacturing. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. Studies have been made of alternative distribution schemes but no action has been taken to affect a change. (582151). 35p. by John F. A videotape (9-885-517) is available for use with this case. Six new models are scheduled for introduction including GE's first Permatuf C dishwashers and three secondgeneration electronic machines. Merchandising. Consumer marketing. if any. Strategic market planning Length: 16p Supplementary Materials: Supplement (Note). 13p. Multinational corporations. (585009). Collins NA Publication Date: 03/04/1985 Revision Date: 01/22/1986 Product Type: Case (Field) Abstract: The manager of dishwasher marketing planning is renewing the 1983 sales forecast for the GE dishwasher line. Hunker J Publication Date: 08/28/1981 Revision Date: 05/21/1984 Product Type: Case (Field) Abstract: Describes the decision context facing General Electric Housewares and Audio business management concerning their future participation in the $123 million clock and timer market. Cady 587157 Title: General Electric Co. Distribution Channels for Consumer Aftermarket Motors Author(s): Corey. Multinational corporations.: Major Appliance Business Group (D) Author(s): Quelch. 27p. John A. to electrical wholesalers (who in turn sell to repair shops). components in consumer appliances.: Major Appliance Business Group (C) Author(s): Quelch. A decision must be made on the scope and magnitude of GE's participation in this market. 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