Marketing

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Subjects: Electronic commerce.Marketing general. Hattemer. Stack. 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). Stephen A. Information services. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. Management must frame a response. there are two potentially enduring truths: 1) the Internet allows unprecedented. Ellen R. Henderson. Electronic commerce. guiding the customer through a transaction. Mary Publication Date: 12/12/2007 Customer Service Department • 60 Harvard Way • Boston. McWilliams.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi. reaching customers through participation in an organization of electronic communities. NY Industry Setting: Apparel industry. Distribution planning. market-clearing equilibrium. Advertising media. 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. switching costs. Internet. IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns.. Diane. Consumer marketing. the real pay dirt here is the customer. the customizer. Alloy uses a Web site to convert prospects and build community.S. 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. Entrepreneurship. 10p.com: Marketing to Generation Y Author(s): Deighton.. Caroline M. Industry Setting: Information services Subjects: Customer relations. Market research. 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. Martin H. 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. most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Argues that the U.. Trucking Length: 44p 586046 Title: Alloy Rods Corp. Paul F. Marketing strategy Length: 2p List Price: $4. 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. including foods and beverages. these ideas may be usefully extended to consumer branded products. by John Deighton 508033 Title: Alltech. Air freight service. Frank V. David E. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies. 12p. bland-tasting beer may have been largely derived not from an efficient. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous. Market structure. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels. exploiting technology to bring together different businesses and services to meet customer needs. Now. but from a series of interesting historical processes and events. not on technology for technology's sake. Shelman. Marketing management. John. and 2) the key to making money on the Internet is to focus on customer relationships. Geographic Setting: Chicago. (501043). Electronic commerce. Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing. and a prime focus of the battle will be among distributors. Extensive consumer research provides a basis for formulating creative and media decisions. as well as determining the advertising budget..naturally Author(s): Bell. The overarching theme is that technology is only a tool. Kambil. Sales promotions Length: 23p Supplementary Materials: Teaching Note. Geographic Setting: New York. 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.com retails clothing to teens by catalog. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign. Author(s): Greyser. 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. and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization.. 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. Author(s): Cespedes. Sales strategy Length: 2p 585159 Title: Allied Van Lines. Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy. Although the concepts of path dependency. Inc. Internet. David Y. As a result. direct access to individual customers for business. Marketing implementation.. by Frank V. Marketing management Length: 14p Supplementary Materials: Teaching Note. Wilson. a single site can offer many different transaction methods. Cespedes 500048 Title: Alloy. and the coordinator or architect. Industrial markets. and lock-in have been employed principally in studies discussing technology standards. tailoring a product to the individual consumer. the community participant. (588076). Internet.

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

Must be used with: (594001) American Airlines' Value Pricing (A). Alvin J. 18p. Wiersema. by Alvin J. Must be used with: (504S16) American Airlines' Value Pricing (A). (595037). Michael. Elizabeth E. 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. by Anirudh Dhebar 599109 Title: The American Basketball League: The Last Chapter Author(s): Greyser. Alvin J. Publication Date: 06/25/1999 Revision Date: 08/10/2004 Customer Service Department • 60 Harvard Way • Boston. Product design. 4p. Pricing.. Product lines.. Pricing. 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. Inc. May be used with: (579185) Note on the Microwave Oven Industry. American Airlines launched "Value Pricing" -.. Market segmentation. TX Industry Setting: Aviation industry Company Size: large Gross Revenues: $11 billion revenues Subjects: Airlines. freqentflyer upgrade policies. Smyth. Consumer goods. Competition. Inc.9 billion revenues Subjects: Airlines. Steven C. Demand analysis. Competition. (585126). Demand analysis. (594025).a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. The proposal was originated by the marketing group. Food. Pricing strategy Length: 24p Supplementary Materials: Supplement (Library). Industry Setting: Food industry Subjects: Computer systems. by Robert D. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. Steven C.: Proposal for a Three-Class Transcon Service Author(s): Dhebar.a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. (594019). Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: Case (Library) Abstract: In April 1992. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole..000 Gross Revenues: $12. Alvin J. Information systems. 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. Competition. Supplement (Library). business. (507S12). While the new product would be consistent with American's international product. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. Marketing planning Length: 4p 579182 Title: Amana Microwave Ovens Author(s): Buzzell. Fort Worth. Spanish Version Author(s): Silk. everyday-low-pricing structure. Steven C.. 4p. Competition. TX. Buzzell 504S16 Title: American Airlines' Value Pricing (A). Pricing. domestic airline industry. is considering a proposal to enhance its flagship New York JFK .S. Spanish Version. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116. Silk. by Alvin J. and coach) product. Michael. 8p. Michael. and demand stimulation (for domestic business-class travel). Michael. Steven C. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: LACC Case Abstract: In April 1992. Jamie Harper BESTSELLER 507S12 Title: American Airlines' Value Pricing (B). Robert D. Consumer marketing. 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. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case. American Airlines launched "Value Pricing" -.. More important. Anirudh Publication Date: 10/13/1992 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: American Airlines. Michael 594001 Title: American Airlines' Value Pricing (A) Author(s): Silk. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances. Publication Date: 07/28/1993 Product Type: LACC Supplement Abstract: Supplements the (A) case. Alvin J. Pricing strategy Length: 8p 593042 Title: American Airlines.Marketing Decision Support System. Pricing strategy Length: 25p Supplementary Materials: LACC Supplement.S. Market segmentation. Silk. Harper. and is motivated by considerations of competition. Growth strategy. Alvin J. Consumer marketing. by Alvin J. Steven C. Market segmentation. domestic airline industry. Pricing. Must be used with: (594001) American Airlines' Value Pricing (A). Demand analysis. Pricing strategy Length: 4p 15 595037 Title: American Airlines' Value Pricing (C) Author(s): Silk. Silk.000 Gross Revenues: $12.9 billion revenues Subjects: Airlines. the largest airline in the United States. Subjects: Airlines. Stephen A. it would be inconsistent with the rest of the domestic product. Pricing. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 594019 Title: American Airlines' Value Pricing (B) Author(s): Silk. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: Airlines. Consumer marketing.Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first. 5p. Consumer marketing. Jamie Publication Date: 10/11/1994 Product Type: Supplement (Library) Abstract: Designed as a follow-up to American Airlines' Value Pricing (A). product consistency. Marketing management. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. Competition. Spanish Version Author(s): Silk. 10/30/10 Market segmentation. Geographic Setting: Dallas.. Demand analysis. Frederik D.

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

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

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

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

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

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

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

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

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

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

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

Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. William J. (598075). These firms know how and when to differentiate their products through innovation.. and how and when to offer a "no-frills" product. and seek cost leadership. Pricing strategy. In 1991. government after World War I. BMW attempts to revive its position in the United States market. Leasing. Bowman.000 from 88. John A. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan.5 billion net sales Subjects: Acquisitions. the better managed firms find a way to make money in the commodity cycle. Marketing mixes. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Richard E. and management of a financial partnership. Dolan 390113 Title: Bayside Author(s): Poorvu. 10/30/10 36 Industrial markets. International marketing. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. The new CEO of North America is considering a multifaceted plan to turn around the situation. Four generic strategies to avoid commoditization are suggested. Geographic Setting: North America. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. Poorvu. by John A. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. Brands. market. International marketing. Christopher W.. by Robert J. May be used with: (598032) Bayer AG (B). Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Real estate Length: 18p Supplementary Materials: Teaching Note. Negotiations. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. by William J. 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. 10p. Author(s): Quelch. May be used with: (598031) Bayer AG (A). Food processing industry. unit sales had fallen to 53.5 billion net sales Subjects: Acquisitions. and customer partnerships. 13p. which gave Bayer one name worldwide for the first time since World War I.Marketing of which were confiscated by the U. Four such strategic options are detailed and discussed. service. 12p. Inc.000 from 88. Brands. Automobiles.000 in 1987. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. Subjects: Commodity markets. Marketing strategy. Pricing strategy. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. Automobiles. In 1991. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. negotiating tactics and strategy. FL Industry Setting: Real estate Company Size: small Subjects: Financing. Robert J. Industrial markets. 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.S.S. Marketing planning. Geographic Setting: North America. (391222). 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. Partnerships.000 in 1987. Robert J. Marketing mixes. by John A. V. Consumer 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. Bowman. Addresses market and lease analysis.900 Gross Revenues: $11. Brands. Kasturi. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. (594107). 12p. A rewritten version of an earlier note. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan. 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. 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. Root. V. Holding companies. The new CEO of North America considers a multifaceted plan to turn around the situation. Crum. Richard E.900 Gross Revenues: $11. This note argues that while commoditization of an industry may seem inevitable. Marketing planning. (598075). Product lines Length: 22p Supplementary Materials: Teaching Note. Geographic Setting: Boca Raton. Subjects: Commodity markets. BMW is attempting to revive its position in the U. Spanish Version Author(s): Dolan. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. then commoditization and decline. Provides illustrations of firms who have successfully implemented each. unit sales had fallen to 53. Marketing strategy. Kasturi. John A. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. Market analysis.

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

Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy. The new campaign involves a substantial increase in marketing expenditures. Market research. (A) Author(s): Greyser. Health services. Marketing organization. 9p. only a few memberships had been sold. market segmentation. Yue. Created and owned by the Chinese university at which the new technology had been invented. 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. and advertising evaluation. George Heilmeier. 17p. (898M33). 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. Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation. 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. and 2) if so. Ken Mark 592047 Title: Bell Communications Research Author(s): Corey. including historical approaches to advertising. Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. 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. Hence. the effectiveness of positioning via mass media to change consumers' nutritional perceptions. The division has authorization to hire an additional marketing manager. Cespedes 513050 Title: Beech Aircraft Corp. Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser.. Aircraft. the company was trying to decide how to introduce the product to both the domestic and international markets. Organizational design. Commodity markets. but felt that he must redirect and revitalize the marketing campaign.. Product management. Pricing. Marketing management. Joint ventures. 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. Marketing organization. Membership cards were sold that entitled each member to a distinct level of hospital service. Author(s): Beamish. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11. the immediate case decisions are: 1) whether to hire an additional manager. Beamish. He considered several options and had to determine what would work best in the Chinese market. Rocco Customer Service Department • 60 Harvard Way • Boston. Stephen A. Industry developments. has just succeeded Mr. and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies. The timing--1991--is propitious. E. Kenneth G. Agriculture. Intellectual property.. 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. More specifically. Teaching Note. 10/30/10 38 promotional. International marketing. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. Marketing strategy. by Frank V. Medical supplies. the seven regional Bell companies. by Paul W. Hardy. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China. budgetary considerations. by Robert D. Buzzell. role of advertising within overall company strategy. Market entry. Describes Bellcore's relations with its owners. 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. by Frank V. what) modifications are warranted for the upcoming year. Goode. Sales management Length: 18p Supplementary Materials: Teaching Note. and its organization structure and decision-making processes. Dr. Major issues include: the role of advertising in increasing demand for a commodity food product. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns.. Stephen A.Marketing Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution. Mark. Chen Xiao. 9p. China. (588077). if so. Marketing implementation. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes. Market segmentation. 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. (801A06). He did not know why sales failed to materialize as expected. and evaluation of the development and results of a major advertising campaign. (591071). John L. Negotiations. They are deciding on whether (and. Patents Length: 25p Supplementary Materials: Teaching Note. which resulted in a cash shortage. by Kenneth G. Teopaco. Sales management Length: 21p Supplementary Materials: Supplement (Note). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. Paul W. (593109). 11p. Xin. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. Medical supplies.000 Gross Revenues: $175 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising. A new CEO. what should be the role and responsibilities of a new manager within the marketing organization. International marketing. 6p. The CEO found that as the building neared completion.. Chen Xiao Yue. Food. Frank V.

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

Customer Service Department • 60 Harvard Way • Boston. E. Raymond Publication Date: 12/08/1970 Revision Date: 12/01/1987 Product Type: Case (Field) Abstract: Discusses a decision to abandon pooled selling organization for three-line selling organization and the reorganization of a sales division at the general manager's level. Sales organization Length: 29p 591056 Title: Bernard Matthews PLC. carton & container industries Subjects: Communication strategy. by Stephen A.2 billion) past industry #1 Circuit City. Diversification. Must be used with: (589084) Bella Beauty Products. New product marketing. Product lines. by Benson P. Kasturi.: CustomerCentricity Author(s): Lal.2 billion revenues Subjects: Competition. Chakravarthy. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Reduced profitability in 1996. Chakravarthy 506055 Title: Best Buy Co. 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. Ray A. where she would debate environmentalist leader Dr. and on Beresford's own company situation and products. Interdepartmental relations. Inc. Packaging. (G). (A&B) Author(s): Corey..2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Year New: 2006 598016 Title: Best Buy Author(s): Rangan. Background information is provided on degradable plastic packaging. Designed to help sensitize students to the importance of carefully choosing words and tone in interdepartmental communication. Product development. Personal care products Company Size: large Subjects: Cosmetics. on the specific charges by the environmental group. Environmental protection. Stephen A. Baleji S. Inc. Inc. Management communication. she must plan her approach on the program. Publication Date: 03/21/1991 Product Type: Case (Field) Abstract: Jill Beresford. (B) Author(s): Greyser. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: New England Industry Setting: Wire & cabling Event Year Start: 1959 Event Year End: 1961 Subjects: Organizational change. Research & development Length: 1p 591105 Title: Beresford Packaging. Inc. by V. Deanne F. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. New product marketing. 6p. Subjects: Communication strategy. Kasturi. Tarsis. (589085). Barry Commoner. The vice president of human resources views the conflict as "cultural" while the vice president of finance views it as capital budgeting. Industry Setting: Agribusiness. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7.Marketing Abstract: Concerns a classic marketing/research and development (R&D) conflict around product development. Supplement Author(s): Goldberg. Management communication. in the dual roles of head of her own major biodegradable plastics packaging firm and communications chair of the Degradable Plastics Council. Sales management. Reduced profitability in 1996. Inc. Packaging. boosting its sales ($7. (A) Author(s): Greyser. conscious that her own firm is planning to make a public offering of its shares. V.. O'Keefe. Product development. Womack. Industry Setting: Cosmetic Subjects: Cosmetics. Womack. Geographic Setting: United States Industry Setting: Cosmetic. Distribution channels.. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: Case (Field) Abstract: Documents the evolution of Best Buy. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Supplements Bernard Matthews PLC. Rajiv. Deanne F.. (A). Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. however. Irina. Public relations Length: 13p Supplementary Materials: Supplement (Field). calls for creative adaptation of Concept 3. Organizational problems. (599115). Data on recent new product and line extension projects is provided. Womack 591106 Title: Beresford Packaging. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. Interdepartmental relations. 1p. Spanish Version Author(s): Rangan. an electronics retailer.2 billion) past industry #1 Circuit City. Greyser. Can be used with just Bella Beauty Products. Marketing strategy. Competition. an electronics retailer. She must now develop a long-range industry strategy as communications chair of the Degradable Plastics Council. Chakravarthy. Supplement Author(s): Shapiro. Inc. Public relations Length: 6p 571059 Title: Bergman Wire & Cable Co. This case describes her preparation and strategy for the appearance and the program itself. 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. If Beresford accepts the invitation. Marketing wants product extensions and R&D wants new technology. calls for creative adaptation of Concept 3. V. Geographic Setting: United States Industry Setting: Packaging. 10p. (A). Supermarkets Length: 2p 40 506S15 Title: Best Buy. Shapiro 589085 Title: Bella Beauty Products. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: LACC Case Abstract: Documents the evolution of Best Buy. Must be used with: (591105) Beresford Packaging. Retailing Length: 30p Supplementary Materials: Teaching Note. (G). Planning. however. Research & development Length: 8p Supplementary Materials: Supplement (Gen Exp). Must be used with: 10/30/10 (591042) Bernard Matthews PLC. Product lines. Inc. Environmental protection. Stephen A. Baleji S. boosting its sales ($7. (591106). Organizational problems. Kasturi Rangan. Benson P. Supermarkets Subjects: Agribusiness. Baleji S. Deanne F.

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

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

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

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

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

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

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

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

and nonattribute preference--and reveals how much each contributes to brand equity. A fivefold typology of brands-Coveted Icons. Kevin J. and consumer regard for. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser. Trout. attribute perception biases. Joachimsthaler. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Seenu Srinivasan shares his research on measuring. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. Seenu Srinivasan shares his research on measuring. Her insights and analyses can help you to position your product to its best advantage. 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. (8281BC) Brand Personality: How to Build a Unique Brand. Tarnished Treasures. and nonattribute preference--and reveals how much each contributes to brand equity. Troopers. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. (8279BC) Core Brand Values: How to Build a Unique Brand. the brand. professor V. and Sony. and predicting a brand's equity in a product market. Subjects: Brand management. Evidence suggests managers need to assess both consumer familiarity with. and predicting a brand's equity in a product market. breakaway. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston. Subjects: Brands. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Moon cites numerous examples of companies. Vicki R. Analyzing. professor V.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. and Predicting Author(s): Srinivasan. V.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. 10/30/10 49 Developers. 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. Market positioning. 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. V. and Diamonds--is offered for describing the degree of brand balance. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane.. David A. 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.. Brands. The fault lies partly with marketers and ad agencies. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. (8282BC) Brand Icons: How to Build a Unique Brand. (8280BC) Core Brand Message: How to Build a Unique Brand. She presents four positioning strategies--iconic. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Consumer marketing. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. but ultimately it's the CEO's job to stop brand dilution. analyzing. attribute perception biases. and stealth positioning--that such companies have used to dominate their product categories. IKEA. 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. such as JetBlue. 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. Marketing strategy. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. reverse. 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. Analyzing. 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. (8280BC) Core Brand Message: How to Build a Unique Brand. analyzing. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. (8279BC) Core Brand Values: How to Build a Unique Brand. whose unorthodox approaches have allowed them to steal share from all segments of the market. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. This chapter will help you determine which brand icons will work best for your brand.

and business environments that have drastically changed their task. synergy. channel dynamics. Brands. Subjects: Brands. United States Customer Service Department • 60 Harvard Way • Boston. (501006). Most have a good sense of one or two areas in which their brand may excel or may need help. Brands. Elizabeth Bornheimer. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire. a popular female hip-hop artist. Introduces a specific campaign--Respect M. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. Palliser has created a unique cultural outlook that other small business owners can adopt. Pricing truly reflects consumers' perceptions of value. if pressed. United Kingdom. Brand managers now face market fragmentation. and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear. and New Zealand Wine Author(s): Beverland. May be used with: (501004) Brand Report Card Exercise. there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. Bornheimer. Consumer marketing. students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. Kevin L. The brand stays consistent. by Katherine N. Wesley. May be used with: (R00104) The Brand Report Card. Kevin L. Marketing mixes. managers can come up with a comprehensive brand report card. But few can objectively assess their brand's particular strengths and weaknesses. Consumer marketing. A full range of marketing tools are employed to build brand equity. and missed opportunities. and several mobile marketing communications campaigns that Adidas launched in 2004. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk. Lemon." It is intended to help brand architecture strategists employ insight and subtlety to subbrands. Katherine N. In doing so." A coherent brand architecture can lead to impact. Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller. Andrew. Finally. Alvin J. Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. he looks at management considerations: Managers of strong brands understand what the brand means to customers. endorsed brands. This article introduces a powerful brand architecture tool. Marketing management. Sub-brands relate to one another in an orderly way within a portfolio of brands. (502083) Inside Intel Inside. Subjects: Brand equity. global realities. By grading a brand according to how well it addresses each dimension. This set of challenges has created a new discipline called "brand architecture. data on the penetration of mobile devices such as cell phones. the "brand relationship spectrum. They stay relevant to customers over time. But.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. 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. Marketing management. Today the situation is far different. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. such as a mobile news ticker for the 2004 European soccer championship. Adhering to a core set of values.E. 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. Marketing mixes. Flexibility. Convictions. Presents company background information. Geographic Setting: Europe. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer marketing. In addition. Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon. Elizabeth. Brand management. And the company consistently measures sources of brand equity. waste. 5p. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. and leverage rather than market weakness. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. Brand management. Kevin L. Publication Date: 08/15/2000 Product Type: Exercise Abstract: Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. he says. 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. and their alternatives. By blending four different types of marketing practices. By doing the same for competitors' brands. To give managers a systematic way to think about their brands. Subjects: Brands. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. Marketing strategy 10/30/10 Length: 3p 50 BH159 Title: Brand Value. they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. it has ensured the effective use of limited resources and built a competitive advantage through considered action. the growth of global mobile marketing practices. many would find it difficult even to identify all the factors they should be considering. Subjects: Brand equity. Sultan. Keller. confusion. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. The company gives the brand proper support and sustains it over the long term.-featuring Missy Elliott. clarity. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand.. Fareena.

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

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

(583001). Yet.000 Gross Revenues: $750 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Agribusiness. Jeffrey R. reveals that Brim underwent a successful relaunch. Growth strategy. various forms of the Magic Matrix and how they can be used in a wide variety of management processes. the Harlem Globetrotters were headed toward extinction. Marketing strategy Length: 10p Year New: 2004 R0105B Title: Bringing a Dying Brand Back to Life Author(s): Jackson. this case. Publication Date: 02/10/1982 Revision Date: 06/26/1985 Product Type: Case (Field) Abstract: Set in 1981. The Chinese market for milk products is still wide open. by George S. Hogan. David E.. Blair. (83308) The Globalization of Markets. Boards of directors. each of which the board should review regularly. McGovern.Marketing Length: 5p 999008 Title: Bridge the Gap Between Strategy and Tactics with the Magic Matrix Author(s): Shapiro. Armed with a clear understanding of marketing's role and performance. (507701) Measuring Marketing Performance. about the team being well known for its Customer Service Department • 60 Harvard Way • Boston. Quelch. Industry Setting: Electric power. Market selection. the board can expose inadequate marketing campaigns. Mannie Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: In 1992. Marketing planning. Product portfolio management Length: 6p Supplementary Materials: Supplement (Field). The first part tracks the company's main business drivers--those business conditions that. when manipulated or otherwise changed. have compelling reasons to monitor their companies' marketing activities. Explains. it would seem. 41p. marketing functions typically reside deep in the organization. Demographics. Market segmentation.and long-term revenue goals. Unlike isolated measures of marketing performance that are often insufficient. 3p. Marketing management.. Customer relations.. far from the executive suite and boardroom. He bought the organization in order to translate this widespread brand recognition into financial results. Pricing Length: 3p 905404 Title: Bright Dairy & Food Co. It is to set straight the legal record of the case sponsor. The Magic Matrix has proven to be a powerful planning and analysis tool for such processes as sales forecasting. 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. Industrial markets. will directly and predictably affect the company's performance. in detail. China. Competition. Jeffrey R. by Robert J. 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. The second part describes the specific innovations in a pipeline of growth ideas that will allow the company to reach its short. 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. The dashboard has three parts. Bell Year New: 2004 582090 Title: Brim (B) Author(s): Yip. Again the class has to develop a strategic plan." a series of management reports that could 10/30/10 53 give the board this critical knowledge. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (585108). by David E. Teaching Note. but also if it has the right marketing talent. Profitability analysis. which is to be handed out during class on Day Two of a two-day series. and monitor progress. Crawford. George S. intending to fold the team and replace it with an organization that would sell Globetrotters merchandise. Growth strategy Length: 20p Supplementary Materials: Teaching Note. (582089) Brim (A). Market segmentation. Jackson describes how he took over the Globetrotters in August 1993. but Honeywell executive and former Globetrotter Mannie Jackson believed the brand still had value after 75 years in the public eye. Publication Date: 11/05/2003 Product Type: Note Abstract: Describes the Magic Matrix.S. but that the threat from High Point is greater. 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. Resource allocation Length: 24p NEW 583072 Title: Brief Note on Pricing in the Electrical Equipment Industry Author(s): Jackson. Planning systems. Agriculture. 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. direct management to address the problem. To help remedy that problem. Legal aspects of business. Marketing strategy. Machinery. and they are often poorly aligned with corporate strategy. Market structure. (505066). Instead of shutting things down for good. profitability analysis. Benson P. Barbara B. Williams. Williams. Corporate strategy. (582087) U. May be used with: (582088) U. David. which is both a chart and a process that enables executives to manage their product/service lines. Subjects: Business plans. Jackson started preaching to the squad about building a competitive team. Forecasting. the dashboard allows the board to assess quickly and routinely the effectiveness of its company's marketing strategies. Subjects: Board of directors. Retail Coffee Market (B). Author(s): Bell. or misleading. Marketing planning. and resource allocation. Distribution.. Yip. John A. Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages. they've devised a "marketing dashboard. 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. Marketing information systems. The Supplement describes legal developments since the mid-1978 setting of the series and up to 1982. Machinery industry Subjects: Electric industries. 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. May be used with: (R0409D) How Global Brands Compete.S. 1p. Ltd. Dolan R0411D Title: Bringing Customers into the Boardroom Author(s): Court. Retail Coffee Market (A). irrelevant. and market segments and accounts simultaneously. General Foods Corp.

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

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

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

Motorcycles Length: 60 min List Price: $150. 60 min. Spanish Version Author(s): Fournier. Sylvia. and the ability of this method to inform management decisions and goals. McAlexander. Susan. and serious outlaws within one community? Geographic Setting: Milwaukee.G. Publication Date: 07/01/2001 Product Type: Harvard Management Update Article Customer Service Department • 60 Harvard Way • Boston. Susan Publication Date: 09/01/2000 Revision Date: 11/14/2002 Product Type: Case Video Abstract: Contains an ethnographic account of the 10-day.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. 10-day trek from South Padre Island. McAlexander. product line. the brand. the cultivation of brand community. and if so. product line. James. and the day-to-day execution of relationship marketing programs. John Publication Date: 12/28/2000 Product Type: Multimedia Case Abstract: Concerns the second HarleyDavidson Posse Ride. 20p. John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: LACC Case Abstract: Concerns the second HarleyDavidson Posse Ride. Geographic Setting: Milwaukee. by Susan Fournier. Sensiper.300 mile. Kirsten D. Sylvia. 20p.300 mile.300 mile Border to Border Posse Ride. (501052). Judith Maas. Geographic Setting: Milwaukee. Case Video.G. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. TX to the Canadian Border that is billed "for serious riders only.O. by Susan Fournier. Judith Maas 501800 Title: Building Brand Community on the Harley-Davidson Posse Ride. Brands. Tex.. Video (DVD) Author(s): Fournier. by Susan Fournier 505S11 Title: Building Brand Community on the Harley-Davidson Posse Ride. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and if so. to develop a brand community.300 mile. Motorcycles Length: 39p 501009 Title: Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case) Author(s): Fournier. and to build relationships between consumers and the company. close-to-thecustomer philosophy. Brands. to the Canadian Border is billed "for serious riders only. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. 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." Harley Owner's Group (H.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. Teaching Note. can be profitably explored through this case venue as well. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers. a grueling 2. closeto-the-customer philosophy. TX to the Canadian border that is billed "for serious riders only. a grueling 2. 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.G. by Susan Fournier. Schouten. what philosophy and tactics to adopt in future design. what philosophy and tactics to adopt in future design.G. Yuppie Weekend Warriors. (501801). and serious outlaws within one community? Includes color exhibits. (1179-5). (501800).300 mile Border to Border Posse Ride. by Susan Fournier. 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. 2.O. WI Industry Setting: Motorcycle Subjects: Brand management.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. 10-day trek from South Padre Island. (501052). Case Video. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. Customer service. Yuppie Weekend Warriors. a grueling 2. and the day-to-day execution of relationship marketing programs. and if so. 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. what philosophy and tactics to adopt in future design. DVD Abstract: Contains an ethnographic account of the 10-day. Streaming.Marketing Revision Date: 11/01/2000 Product Type: Color Case Abstract: The second Harley-Davidson Posse Ride. the cultivation of brand community. Loyalty. Sensiper. Motorcycles Length: 2 hours Supplementary Materials: Teaching Note. 10day trek from South Padre Island.G. Susan. Customer service. Loyalty. the product. and the day-to-day execution of relationship marketing programs. closeto-the-customer philosophy. product line. WI Industry Setting: Motorcycle Subjects: Brand management. Motorcycles Length: 37p Supplementary Materials: Case Video. Customer service. Yuppie Weekend Warriors.O. The conduct of ethnographic inquiry. Loyalty. the cultivation of brand community.00 U0107E Title: Building Brand: A Road Map Author(s): Sandberg. Schouten. 2. Industry Setting: Motorcycle Subjects: Brand management." Harley Owner's Group (H. Susan Publication Date: 09/01/2000 Product Type: Case Video. Allows students to deliberate what it means to really get close to one's customers. Loyalty. Brands. and other consumers. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. 60 min. DVD.G. 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. James. Video Author(s): Fournier. 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." Harley Owner's Group (H.O. Brands. 60 min. Customer service. WI Industry Setting: Motorcycle Subjects: Brand management.O.

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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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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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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Ray A. DVD Abstract: Presents an interview with Ron Drapeau. Gourville. Beverages. making it pleasingly different from the competition and communicating the benefits to the consumer. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 100 Subjects: Agribusiness. Distribution channels. chairman and CEO of Customer Service Department • 60 Harvard Way • Boston. At the same time. Video Author(s): Quelch. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Quelch BESTSELLER 503S06 Title: Callaway Golf Co. Rohit.. United States Industry Setting: Coffee Number of Employees: 1. it faces a series of marketing and public relations hurdles. After a decade of stunning success with the marketing concept. (506061). CA Industry Setting: Golf Gross Revenues: $800 million revenues 10/30/10 67 Subjects: Consumer marketing. Distribution channels. Marketing strategy Length: 24p 502803 Title: Callaway Golf Co. Spanish Version Author(s): Deshpande. Publication Date: 06/01/2002 Product Type: Case Video. Case Video. in the fall of 1999. Video (DVD) Author(s): Quelch. Brand equity Length: 27p 502041 Title: Calgene.. Prescott. Patricia Martone Carrolo. and CEO of Callaway Golf Co.. Case Video. chairman. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Edith D. Scott.. Alexandra Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. Brand equity Length: 26p Supplementary Materials: Case Video. After a decade of stunning success with the marketing concept. by John A. the 80-year-old founder. (502804). The results in 1998 forced Mr. Geographic Setting: Carlsbad. chairman and CEO of Callaway Golf Co. the 80-year-old founder.800 Subjects: Advertising campaigns. Edith D. Publication Date: 06/01/2002 Product Type: Case Video Abstract: Presents an interview with Ron Drapeau. it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. Publication Date: 08/11/2000 Product Type: LACC Case Abstract: Describes a situation faced by Ely Callaway. Geographic Setting: Colombia. Spanish Version Author(s): Lal. Geographic Setting: California Industry Setting: Advertising industry. Geographic Setting: Colombia. John A. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. Case Video. 10 min. by John T. John T. 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. Marketing mixes. Rajiv. A rewritten version of an earlier case. 13p. DVD. (504045). chairman. Rohit. Technology Length: 23p Supplementary Materials: Teaching Note. John A. Author(s): Lal. Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Abstract: In 1993. Marketing mixes. Product introduction. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes a situation faced by Mr. Taught in the Sustaining Value Module Geographic Setting: Carlsbad. United States Industry Setting: Coffee Number of Employees: 1.800 Subjects: Advertising campaigns. Author(s): Goldberg.. The results in 1998 forced Callaway to reconsider the marketing program that had successfully supported the product until now. Used in the First Year Marketing course. Prescott. Ely Callaway. Marketing strategy Length: 10 min List Price: $150.00 502804 Title: Callaway Golf Co. As it develops and brings these products to market. Streaming. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. Quelch. Innovation. Consumer behavior. in the fall of 1999. by John A. Must be used with: (501019) Callaway Golf Co. Gourville 576046 Title: California Prune Advisory Board (A) Author(s): Ward. Food Length: 30p 501019 Title: Callaway Golf Co. and distribution logistics. by John A. and CEO of Callaway Golf Co. 13p. Inc. 10 min. (501082). Distribution channels. The student must determine what attitudes need to be changed.Marketing Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. de Royere.. (502803). Food industry Gross Revenues: $10 million sales Event Year End: 1969 Subjects: Advertising. however. and design a program to change them. de Royere. including regulatory requirements consumer education activist resistance to production. Subjects: Consumer marketing. Rajiv. by Youngme Moon Year New: 2006 502024 Title: Cafe de Colombia Author(s): Deshpande. 10 min. 12p. Callaway to reconsider the marketing program that had successfully supported the product until now. Biotechnology. 3 min. by Rohit Deshpande 503S02 Title: Cafe de Colombia. Marketing mixes. if they can be changed. Beverages. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by Rajiv Lal. Mr. 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. making it pleasingly different from the competition and communicating the benefits to the consumer. (1-277-3). Entrepreneurship. Quelch. (502801). CA Industry Setting: Golf Gross Revenues: $800 million revenues Subjects: Consumer marketing.

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

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

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

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

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

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

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

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

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

while new channels and intermediaries will take their place. a company should select a cause that advances its corporate goals. China. Organizations such as Avon. Subjects: Brand management. and decide how to pick the best prospective funding sources. Thomas J. Philanthropy. John R. However. Gleave. International marketing. and Chevrolet have recognized that a sustained causebranding program can improve their reputations. many intermediaries will die out. product(s) focus. It is debating how to modify its go-to-market strategy. 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. Geographic Setting: Boston. a company should put all its assets to work. Hong Kong Industry Setting: Consumer products Company Size: large Subjects: Agriculture. and to search for information essential to both producer and consumer. by Tom Gleave BH036 Title: Changing Channels: The Impact of the Internet on Distribution Strategy Author(s): Pitt.. decide how to share responsibilities. (898A22). Portuguese Version Author(s): Deighton. International marketing. Public relations. Berthon. an integrated ginseng firm. adding telesales to improve sales force productivity. Pierre R. Distribution. Marketing implementation. how to manage conflict between field sales and telephone sales. Strategic planning Length: 7p NEW 597077 Title: Center for Women & Enterprise: Looking for a Director of Development with "The Scrappiness Factor" Author(s): Kosnik. Social enterprise. Zakarian. and drive sales. and competition between best-of-breed collaborators and single-source vendors. Women Length: 18p 502009 Title: Centra Software Author(s): Deighton. Market definition. It is debating how to modify its go-to-market strategy. And fourth. especially its employees. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp. target market(s). they say. John Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: LACC Case Abstract: Centra is a pioneer in software eLearning. Distribution. he is unsure of the degree to which this can be transferred to the mainland markets. 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. At the same time. its market is evolving.. Leyland F. Software Length: 17p Supplementary Materials: Teaching Note. a business should commit to a cause before picking its charitable partners. Pouliquen. the Internet and Web have brought about the death of distance. a nonprofit with a mission to empower women to become economically selfsufficient and prosperous through entrepreneurship. There are three essential purposes of distribution channels: to support economies of scope. its market is evolving. Natalie Publication Date: 05/23/1997 Product Type: Case (Field) Abstract: Andrea Silbert is founder of the Center for Women & Enterprise. how to manage rapid growth markets.Marketing cause benefit in ways they could not otherwise. ConAgra Foods. Market definition. 13p. distribution. adding telesales to improve sales force productivity.. Geographic Setting: China. At the same time. First. Marketing implementation. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Berthon. It is modifying many of the assumptions on which channel structure is based. 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. Sales management. She must select a new senior sales executive. 10p. Sales management. Sales management. boost their employees' morale. and the irrelevance of location. Tom Publication Date: 08/11/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chai-Na-Ta (Asia) Ltd. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city. 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. Author(s): Kennedy. MA Industry Setting: Entertainment industry Number of Employees: 4 Gross Revenues: $1 million revenues Subjects: Entrepreneurial management. Software Length: 17p 10/30/10 77 98A022 Title: Chai-Na-Ta (Asia) Ltd.. Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Abstract: Centra is a pioneer in software eLearning. Corporate responsibility. The authors examine these best practices and offer four principles for building successful cause-branding programs. and pricing. Market entry. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. Third. Nonprofit marketing. Second. As a result. to routinize transactions. Marketing strategy. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing. the homogenization of time. and in some cases it is transforming and even obliterating channels themselves. provides a guide to identifying which traditional channels will either undergo transformation or perish and where new Customer Service Department • 60 Harvard Way • Boston. Pricing Length: 18p Supplementary Materials: Teaching Note. John. a company should promote its philanthropic initiatives through every possible channel. arrayed versus distribution channel functions. strengthen relations with business partners. (503047). Business & society. by John Deighton 9-504-P04 Title: Centra Software. And the targeted causes receive far more money than they could have from direct corporate gifts alone. Although he has significant knowledge of the Hong Kong market. how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy. A matrix model of these developments. May be used with: (305002) Timberland: Commerce and Justice.. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology.

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

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

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

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

Consumer goods. Clothing.. Information systems. Polls & surveys Length: 17p Supplementary Materials: Teaching Note. and Japan. Cuellar. Geographic Setting: Boston. Distribution planning. Sales promotions Length: 22p Supplementary Materials: Teaching Note. Information systems. 5p. International marketing. Video Author(s): Quelch. Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande. Food. including supermarket and drug store distribution. a strategic business unit of Chloride Group PLC. called a meeting with senior management to discuss the company's growth strategy. in early 1981. Also describes test marketing and the use of the PERT system to determine a production schedule.. Gustavo. 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. Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions. He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and.: Odor-Eaters Socks Author(s): Quelch.: Odor-Eaters Socks (Hagen Interview). Inc. Test markets Length: 34p 10/30/10 82 589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell. 24p. Quelch 882548 Title: Chipman-Union. mostly to the United States. Marketing planning. Geographic Setting: United States Industry Setting: Food industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising. Product management.M. industry. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. by John A. Considers a preliminary marketing program. a chain of toy supermarkets. Palter 582053 Title: Child World. (583016). Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising. Market research. Inc. 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. El Rey needed to grow. Communication strategy. Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World. Ralph G. 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. Robert D. Communication strategy. (882548). A relatively small firm with sales of around $14 million. Jorge Redmond.: Corporate Image Advertising Author(s): Quelch. retail and beverages--and exported 17% of its production. Quelch 591005 Title: Chevron Corp. New product marketing. by John A. Operations research. With only 0. 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. by John A. (591141). Retailing. Industry Setting: Apparel industry Subjects: Clothing. John A. Inc. was acquired by Cole National. was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so. Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006. MA Industry Setting: Toy industry. (583013). United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market. Marketing strategy. John Chase was appointed president of Child World. New product marketing. manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. Must be used with: (581073) Chipman-Union. Hiller. Europe.Marketing strategy. Inc. Corporate strategy. 15p. Herrero. Product planning & policy Length: 10 min List Price: $150. El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. Merliss. Geographic Setting: Europe. a chain of specialty stores. Petroleum. Quelch. Toy industry Length: 29p 581073 Title: Chipman-Union.: OdorEaters Socks. 10 min.5% of the cocoa's world production. by John A. John A. at the same time. Inventory management. which faces a myriad of problems. in which the company is considering the introduction of a branded line of men's athletic socks. Consumer marketing. Author(s): Takeuchi. Distribution planning. Packaging. 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. Elisa M. develop an overall marketing strategy for the company. Marketing planning. Case Video. 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. CEO of Chocolates El Rey. Hirotaka. Merliss. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Quelch. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands. Rohit.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan. Market research. Marketing planning. Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting. Product planning & policy Length: 14p Supplementary Materials: Teaching Note. John A. The firm sold its chocolates in four different segments--food services. but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets.

when consumers are forced to make trade-offs between product attributes or helping the environment. Product development. Streaming. reimbursement. Nevertheless. by Rohit Deshpande. by Rohit Deshpande 10/30/10 NEW 83 9-507-P03 Title: Cipla. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. quality. With India poised to enforce international patents in only two years. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Corporate responsibility. availability. James B. Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Abstract: The head of Cipla. Pharmaceuticals industry. (307021). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs.. 7 min. Regulation Length: 20p Supplementary Materials: Supplement (Field).. by Regina E. Aldo Sesia Jr. yet. Weber Year New: 2004 304053 Title: Circle Gastroenterology Products (B) Author(s): Herzlinger. Patents. Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: LACC Case Abstract: The head of Cipla. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Choice is an integral part of life--linking with desire. 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. Marketing implementation. and choreographing a case. Weber. Publication Date: 11/05/2003 Revision Date: 09/15/2008 Product Type: Case (Field) Abstract: A new. 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. Case Video. that there is no single green marketing strategy that is right for every company. Argues the advantages of the "choreography" method from the point of view of students' learning. 7 min. Marketing management. Product introduction. In contrast. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. 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. Marketing strategy. illustrating. by Rohit Deshpande. Health care. Rohit. however. Jill Meredith. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). minimally invasive medical device has achieved only onethird of its budget. and citizens may or may not obtain outcomes that accord with their preferences.. How. John A. Bloom. Rohit. Kasturi Publication Date: 01/31/1995 Revision Date: 04/19/1996 Product Type: Note Abstract: Compares four different approaches to case teaching: lecturing. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). V. must decide what to do about Cipla's future. choice is essential to representative democracies. the news isn't all bad. 14p. Marketing strategy. With India poised to enforce international patents in only two years. Medical supplies. (304053). It's even more important to realize. For example. Public policy Length: 8p Year New: 2004 595074 Title: Choreographing a Case Class Author(s): Rangan.Marketing Author(s): Quelch. Winig. must decide what to do about Cipla's future. (507706). the environment almost never wins. It also comes with burdens. Ethics. price. then. Herzlinger. and performance. 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.. identity. 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. 2p. theorizing. such as convenience. and rationality. Concludes with a description of that method and some tips on how to use it. Weber. depending on market and competitive conditions. Portuguese Version Author(s): Deshpande. the political marketplace offers a relatively limited range of options. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 SMR157 Title: Choosing the Right Green Marketing Strategy Author(s): Ginsberg. The authors suggest that companies should follow one of four strategies. Customer Service Department • 60 Harvard Way • Boston. should companies handle these issues? They must always keep in mind that consumers are unlikely to compromise on traditional product attributes. (507705). by Rohit Deshpande. Pricing. Winig. power. Regina E. Paul N. And. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. sales. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. James B. Health insurance. Case Video. Subjects: Environmental protection. Subjects: Case method. sometimes becoming too much of a good thing for both consumers and marketers. India. Product lines Length: 21p Supplementary Materials: Teaching Note. 7 min. Jocz. Ethics. Was the problem one of marketing strategy. (1278-9). those "other things" are rarely equal in the minds of consumers. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. as the growing number of people willing to pay a premium for green products--from organic foods to energy-efficient appliances--attests. Case Video. Teaching methods Length: 6p 503085 Title: Cipla Author(s): Deshpande. James B.

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

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

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

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

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

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

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

in part because of the personal nature of mobile devices. Before companies rush into this new marketing arena. High technology. Kasturi. if so. how? Moreover. this venture capital start-up has to come up with a marketing plan to break even and grow. Technological change. 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. 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. 11p. connected anytime and anyplace. High technology. and feared that if television audiences migrated to VOD. (501078). Must be used with: (501077) Color Kinetics. Caravella. The major broadcast networks. Bell. Schreiber. High technology. they need to understand some fundamental issues. With that information. 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. Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006. and identify opportunities for new products or services. Marketing strategy. Das. were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times. Mary Neuner Caravella 501078 Title: Color Kinetics. (B) Author(s): Narayandas. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 Customer Service Department • 60 Harvard Way • Boston. Includes color exhibits. Caravella. Consumer marketing. MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing. though. 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. by Das Narayandas. but also why that individual might be there.: Enterprise E-Commerce Author(s): Rangan. Kasturi Rangan. Technology. and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80. negotiating with customers for information will become costly and complex. however. Anita. Rohm. John. Subjects: Consumer behavior. Das. (A) Author(s): Narayandas. 4p. Inc. 11p. As a result. The authors believe that 10/30/10 91 consumers are going to take ownership of information about themselves and start demanding value in exchange for it. Inc. tailor their offerings to individual needs. Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession. Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel. Fareena. Venture capital Length: 18p Supplementary Materials: Teaching Note. Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan. and often are. Rayport. by Sandra Vandermerwe NEW 501077 Title: Color Kinetics. Software. V. by V. improve customer satisfaction. Consumers will be unlikely to bargain with vendors on their own.Marketing Length: 24p Supplementary Materials: Teaching Note. Author(s): Elberse. but it has to convince customers to adopt its solution. Jeffrey F. more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. 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. Market selection Length: 4p 507080 Title: Comcast Corp. In essence. 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. Subjects: Business marketing. their revenues from selling advertising time would decrease. however. Strategic planning. (507087). infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. And most other companies will need to rethink how they obtain information and what they do with it if they want to find new customers and serve them better. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .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. how should companies address privacy issues? These are of particular concern. Because individuals can be. (IMD072). But managers' efforts to capture such information may soon be thwarted. 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. (A). Information technology. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. III. Market selection Length: 16p Supplementary Materials: Supplement (Field)." Now in November 1999. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Sales management. Geographic Setting: Boston. Its innovative e-commerce software provides unique customer relationship management solutions. and has developed that technology into a successful line of products for its first targeted market of "retailtainment. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively.

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

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

If the low-priced. (2653BC) Marketing Across Borders: It's a Big. Retail industry Subjects: Computer industry. New Challenge. Spanish Version Author(s): Bell. Industry Setting: Computer industry. (2637BC) Integrated Marketing Communications: Creativity. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. High technology. 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. Leamon. (2629BC) Pricing It Right: Strategies. David E.000 Gross Revenues: $32 billion revenues Subjects: Brands. Targeting. Subjects: Competition. (2602BC) Branding: Differentiation that Customers Value. Big World. High technology. Marketing strategy. Students must evaluate the reliability of the research and decide which of three products to produce. High technology. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. Francesca. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Product development. If not. Computer industry. This chapter introduces direction and provides the tools for conducting such research. not just their products. (2610BC) The Right Customers: Acquisition. and Positioning. Marketing strategy. Industry Setting: Consulting Subjects: Consulting. 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. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. non-Intel notebook is a success. Helps them determine how to evaluate the results from an operational point of view.. Mazursky. A Conceptual Framework Author(s): Dhebar. Leamon. and Development. Students must evaluate the reliability of the research and decide which of three products to produce. the new version of the product makes a "break with the past" in at least some limited way. (2645BC) Interactive Marketing: New Channel. If not. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. Market research. When such disruptions occur.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. Marketing management. Consistency. (2580BC) Market Customization: Market Segmentation.000 Gross Revenues: $32 billion revenues Subjects: Brands. (2599BC) Developing New Products and Services: The Marketer's Role. Computer industry. with verbatim customer comments and critiques of a new product design that Compaq is developing. 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. Stephen H. the company will maintain or increase its 45% share of the market. Noel Publication Date: 02/03/1978 Product Type: Note Abstract: Compares and contrasts the approaches of the Boston Consulting Group (BCG) and the profit impact of market strategy project (PIMS) to strategic marketing planning. it could cease to be a player in the market it has created and filled. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. 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. or interrelationships. 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. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. Retention. Teaching Purpose: Introduces students to different types of market research. 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. and 3) the product and databases that are created and repeatedly modified with its help. Profitability analysis. and Product Change: Breaking with the Past?. Video.Marketing List Price: $150. Applications.95 Year New: 2006 593120 Title: Complementarity. Market research. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. of 1) the product and the user. Market research. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. non-Intel notebook is a success. Points up the differences between the approaches and casts a critical eye upon them. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 2) the product and other products with which it is typically used. and Effective Resource Allocation. If the low-priced. David E.. the company will maintain or increase its 45% share of the market. and Pitfalls. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. the more significant the Customer Service Department • 60 Harvard Way • Boston. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. It concludes with Michael Porter's "five forces" that shape positioning strategy. Compatibility. it could cease to be a player in the market it has created and filled. (2564BC) Creating a Marketing Plan: An Overview. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2.

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

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

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

Brought in to restore profitability. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). Jeff Patterson's firm. Robert. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. Borden NH Jr. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. H. firms like Flynn Fuller must sell themselves again to GloBank. Spanish Version Author(s): Deighton. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Vulnerability. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). Maloney has been examining GloBank's bottom line. Peter. 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. Customer Service Department • 60 Harvard Way • Boston. Klein. Frank Maloney III. and Other Boundaries Affect Consumer Thinking. Now Jeff's contact. The new CEO wants to slash GloBank's extensive use of consultants. Exclusion. Maloney has been examining GloBank's bottom line. Brought in to restore profitability. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Robert. Bill Holland. 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. Tom. 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. Jeff will have just one hour to try to sway Maloney. (4457BC) Container: How Inclusion. rather. Worse. The new CEO wants to slash GloBank's extensive use of consultants. Sales compensation. firms like Flynn Fuller must sell themselves again to GloBank. firms like Flynn Fuller must sell themselves again to GloBank.. which means that division presidents like Bill must justify major consulting projects.95 Year New: 2007 554006 Title: Consolidated Drugs. Subjects: Consumer behavior. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 10/30/10 98 (HBR Case Study) Author(s): Buday. Flynn Fuller Consulting. NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training. Industry Setting: Consulting firms Subjects: Financial services. Thomas J. has worked on projects for financial services giant GloBank. Emphasizes the importance for marketing managers of understanding what consumer needs are. The new CEO wants to slash GloBank's extensive use of consultants. Tom. Worse. and Well-Being Affects Consumer Thinking. Bill Holland. Frank Maloney III. Worse. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. 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. Van Berkel. Jeff pulls together a team to make the case.. HBR Case Discussions. and Future Affects Consumer Thinking. looking for places to cut. which means that division presidents like Bill must justify major consulting projects. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Peter. has worked on projects for financial services giant GloBank. Marketing planning. Jeff will have just one hour to try to sway Maloney. Jeff pulls together a team to make the case. Flynn Fuller Consulting. 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. Geographic Setting: New York. Now Jeff's contact. Present. how consumers make decisions and what their buying and usage behavior is like. Fournier. looking for places to cut. Stone.. Author(s): Raymond. Flynn Fuller Consulting. He must decide how to reallocate the territories. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. H. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Jeff Patterson's firm. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. looking for places to cut. Management of change. Stone. or his client will disappear. Jeff will have just one hour to try to sway Maloney. but he hears as many approaches as there are people in the room. Bill Holland. has worked on projects for financial services giant GloBank.C. but he hears as many approaches as there are people in the room. or his client will disappear. H. Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). Pharmaceuticals. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO.Marketing Meeting of Past. Inc. Performance appraisal. or his client will disappear. Market segmentation. (4460BC) Control: How the Sense of Mastery. John. it's a defense of Flynn Fuller's continuing added value. Now Jeff's contact. rather. it's a defense of Flynn Fuller's continuing added value. it's a defense of Flynn Fuller's continuing added value. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. Klein. Jeff pulls together a team to make the case. Bane. Intended to supplement case materials in an introductory case-oriented marketing course. William P. rather. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Frank Maloney III. Van Berkel. Jeff Patterson's firm. but he hears as many approaches as there are people in the room. William P. Bane. Maloney has been examining GloBank's bottom line. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . which means that division presidents like Bill must justify major consulting projects. Marketing mixes. Christopher H. Brought in to restore profitability. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking.

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

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

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

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

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

But economic power derives increasingly from moral. Consumers envision lower prices and easy shopping. Marketing strategy. provides an assessment of how well various marketing tactics build visibility and credibility. easily obtained information on the Internet. C. a situation made possible by the abundance of free. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. Brands. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Consumer marketing. Marketing management. But the best way of countering cost transparency is through innovation. and generate high profit margins. Pricing Length: 6p 4738 Title: Cost Transparency: The Net's Threat to Prices and Brands (HBR OnPoint Enhanced Edition) Author(s): Sinha. aesthetic. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. public accounting. Thomas J. it is economic power that wins the day. and startups want their business model to be the one that transforms an industry. Product positioning. Subjects: Brand management. 250X. and much more. and other corporate assets. whether they are on-line or not. think about needs and functionalities instead of marketing's more conventional customer-product grid. Communications industry. Product management. The organizations that can marshall these strengths will lead the world in the twenty-first century. 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. competitive success will come from building and dominating fundamentally new markets. supplier reliability. Pricing information is the most prevalent. Apple. Pricing information is the most prevalent. a situation made possible by the abundance of free. how it is vital to both effective recruitment and the way people work together inside a company. but consumers can also find a wealth of material about product quality. computer software. As Olins observes. Innovation. Discusses several critical issues that must be addressed in building an image. investors imagine cashing in on Internet IPOs. and lead customers rather than follow them. BMW. extract price premiums from buyers. Consumers envision lower prices and easy shopping. Corporate imagination is unleashed when companies escape the tyranny of their served markets. Prahalad. computer hardware. Electronic commerce. and Sony. Based on observations of corporate positioning issues in five industries: management consulting. Brand equity. Finally. but consumers can also find a wealth of material about product quality. Subjects: Brand management. Product development. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .00. Marketing strategy. Indrajit Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: There is much euphoria about the possibilities offered by e-commerce. What can companies do to fight back? Sinha suggests several options. Gary. Publication Date: 02/13/1989 Product Type: Note Abstract: Provides a framework for assessing and enhancing an organization's reputation. Core competencies are one prerequisite for creating these new markets. Marketing management. Indrajit Sinha explains that this threat comes from what economists call cost transparency. Identity must have a secure place in the hearts and minds of managers. Sinha says. easily obtained information on the Internet. All that information makes sellers' costs more transparent to buyers. Olins demonstrates how identity is crucial to market share. to impose large price premiums. Industry Setting: Advertising industry. One is 10/30/10 104 to implement creative pricing strategies that go beyond traditional price cutting. Internet. 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. Marketing strategy. That will make it much harder for companies. Marketing strategy. Research & development Length: 10p 589087 Title: Corporate Positioning: How to Assess--and Build--A Company's Reputation Author(s): Kosnik. $50.95 91409 Title: Corporate Imagination and Expeditionary Marketing Author(s): Hamel. Subjects: Communication strategy. All that information makes sellers' costs more transparent to buyers. and startups want their business model to be the one that transforms an industry. Packaging. product quality. Sinha says. Subjects: Creativity. Internet. "In the end. service offerings. to impose large price premiums. K. 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. 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. Corporate strategy. and generate high profit margins. service offerings. overturn tradition price-performance assumptions. personnel management. Indrajit Sinha explains that this threat comes from what economists call cost transparency. Points out two dimensions of a corporate image-visibility and credibility. That will make it much harder for companies. Public relations Length: 224p List Price: $29. how it plays a central role in expansion and diversification.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. Consumers will always reward makers of new and distinctive products that improve their lives. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. New product marketing. extract price premiums from buyers. along with finance. Communications industry Subjects: Advertising. What can companies do to fight back? Sinha suggests several options. Brand management. Customer Service Department • 60 Harvard Way • Boston. Consumers will always reward makers of new and distinctive products that improve their lives. Corporate imagination and expeditionary marketing are the keys that unlock the markets. and cultural power. One is to implement creative pricing strategies that go beyond traditional price cutting. Electronic commerce. Professionals. and systems integration. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. and much more." A hardcover version is available: Order No. research and development. Consumer marketing. But the best way of countering cost transparency is through innovation. supplier reliability. Publication Date: 07/01/1991 Product Type: Harvard Business Review Article Abstract: In the 1990s.

David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. and you'll see that many of these diagrams are full of it. Inc. Geographic Setting: Boston. Teopaco. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising. Marketing strategy Length: 3p List Price: $4. (591067). Software industry. has developed a new class of membership that offers discounted services--auto. Brands. real estate services--in exchange for a higher annual fee ($100 vs. interact with them. 7p. one of the major players in the wholesale club industry. Marketing strategy. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade. 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. John L. Canada. Industry Setting: Advertising industry..: Private Label in the 1990s Author(s): Goldberg.S. Walter J. Industry analysis. and the most research is not read myth. the technology behind CRM. Consumer 10/30/10 105 marketing. Nonprofit organizations. Textiles Length: 25p Supplementary Materials: Supplement (Field). Great marketing is not only cost effective. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55.. How does it move into the U. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell.Marketing Pricing Length: 10p List Price: $6. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola. Wholesaling Length: 21p Supplementary Materials: Teaching Note. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Cott. and home insurance. and eventually consumers. Greyser. $40). and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco. Extensive research information from consumers and retailers is available to assist the executives. Marketing management. and customize some aspect of its products or services to meet those customers' needs. the survey myopia myth. 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. by David E. especially in these days of media fragmentation. Subjects: Customer relations. They suggest a policy called "everyday low purchase price". Retailing. Services. 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. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. 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. CRM allows a company to identify customers. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. Alan R. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. the big bucks myth. Leamon.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. (599088). Retail industry Subjects: Advertising. Marketing management. Customer relationship management (CRM) is markedly different from past marketing strategies. health. 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. Look closely. But many trade promotion practices are costly to manufacturers. differentiate them in terms of their needs and value. though.made apparel products.. Ray A. break-out-of-the-clutter marketing programs directed at priority markets. United States Industry Setting: Accounting firms. and a discussion of what kinds of companies should be using CRM. designed to smooth the peaks and valleys of demand and reduce the costs of distribution. A three-year $40 million campaign is planned. David E. Retailing.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. John A. but will bring silos together. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Author(s): Bell.S. Teopaco F0511C Title: Crap Circles Author(s): Morse. Canada. 12p.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. Daniels.. business credit card processing. 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. Quelch. by Stephen A. even smart. to whom.S.. Kaplan. which generated $22 billion in 1997 selling products in bulk. Stephen A. One result has been an increase in consumer and trade promotion. retailers. The case poses two questions: 1) how should the new membership be marketed.S. Sales promotions Length: 8p 594031 Title: Cott Corp. Subjects: Market research. Robert S. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. gets 30% of the market in Canada. textile/apparel industry convince consumers and retailers to buy U.A.. MA. This article covers the basics of CRM and includes sidebars on CRM metrics. Small business Length: 5p 599041 Title: Costco Companies. when illustrated with snappy circle-andarrow graphics. the sophisticated researcher myth. Salmon. Council Author(s): Greyser. Robert D. John L.

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

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

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

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

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

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

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

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

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

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

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. Consumer behavior... a strategic alliance to manufacture and market passenger cars. Automobiles.J. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. The J. Ray A. Geographic Setting: United States Industry Setting: Biotechnology industry. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior.000 Gross Revenues: $65 billion revenues Subjects: Asia. Product introduction. Financial services. O'Keefe. Stephen H. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. 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. Polls & surveys.. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. Geographic Setting: Jersey City. 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. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. Davis. Consumer behavior. and the history and current position of the women's wet shaving industry. Stephen H.J. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. high net worth investors. International marketing.. Park. 8p. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann.5 billion on marketing. Davis. Stephen H. N. John A. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified.J. N. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star. Product introduction. by John A. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. N. Internet. DLJdirect differentiated its service to meet the needs of self-directed. sophisticated. each of which emphasized one specific attribute of Daisy. Walter Thompson Company's marketing research department. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. (598108). This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. by Thomas R. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. 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. (594094). the ten largest online brokers were projected to spend $1. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. (803178). Also gives lengthy data derived from these surveys. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. Morris.. Consumer goods. To be used primarily as background information. Polls & surveys. Product introduction. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. by John A. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. N. Details the company and division's background. Publication Date: 01/01/1976 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: Presents samples from questionnaires designed by the Gillette Safety Razor Division's marketing resarch department and by the J. Consumer goods. Thomas R. Davis. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology. who focused either on day traders or more mainstream investors. a disposable shaver for women. Davis. 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. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. 21p. its position in the women's wet shaving market. Consumer goods. a 250% increase over the prior year. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. Market research. focusing especially on the performance of Uz-Daewoo Auto. E*Trade would lead the pack with a $300 million budget. DLJdirect was planning to spend $65 million on marketing in 1999. 12p.Marketing Subjects: Air freight service. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300.J. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. 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. Market research. Stephen H. Pricing. Marketing strategy. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy.. 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.

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

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

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

Electronic commerce. Direct marketing. Market positioning. Farhoomand. workstations. replacing Kevin Rollins in providing dayto-day leadership to the troubled PC Customer Service Department • 60 Harvard Way • Boston. V. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984. Rosenstein. International marketing. Bell. its founder. Market selection Length: 29p HKU682 Title: Dell: Selling Directly. (503040). 19p. Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. V.. 16p. Kasturi Rangan. Spanish Version Author(s): Rangan. Marie Bell 503S30 Title: Dell--New Horizons. and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. Distribution channels. Ng. by V. Marketing strategy. 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. In many respects. 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. (598146). grew from a small start-up to a multi-billiondollar company in a decade. Growth management. Jacquelyn S. Direct marketing. Growth management. and by 1997 had achieved a sales rate of $3 million a day. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. the PC industry's average 30-year growth rate crashed to a negative 10%. Internet Length: 27p Supplementary Materials: Teaching Note. V. Globally (2007) Author(s): Wang. has achieved phenomenal growth. announced the return of Michael Dell. May be used with: (502022) Dell--New Horizons. In the 4th quarter of 2000. Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. Product development. Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996. workstations. and by 1997 had achieved a sales rate of $3 million a day. by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas. 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. 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. price. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Kasturi. 8p. Dell Inc. Kasturi Rangan. Kasturi. Bell. Bell. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online. The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced. A unit within Dell. (596098). Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984. Hong Iris. Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. Product portfolio management Length: 22p 502S31 Title: Dell Online.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. by V. Bell. Kasturi. Distribution channels. Dell must 10/30/10 120 make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. 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. Market selection Length: 24p Supplementary Materials: Teaching Note. International marketing. Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan. to the position of CEO. and by 2000 had topped $25 billion in sales and over $2 billion in net income. V. In the fourth quarter of 2000.7 billion revenues Subjects: Computer industry. Spanish Version Author(s): Rangan. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25.Marketing look at how Dell Computer Corp. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. Electronic commerce. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry. the PC industry's average 30-year growth rate crashed to a negative 10%. plays a key role in the design positioning and pricing for the product line. called the Center for Competence. Presents data on the tradeoffs that the product developers must make with regard to the weight. Ali. this unit represents the voice of the customer in the product development and marketing process. strategic. Market positioning. however. Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007. Dell Corp. and servers on storage products for a broad cross section of customers in the United States and worldwide. Customer relations.7 billion revenues Subjects: Computer industry. and servers on storage products for a broad cross section of customers in the United States and worldwide. however. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. and hardware specifications of the potential new product.

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

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

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

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

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

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

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

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

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

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

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

(580036) Dunkin' Donuts (B): Field Management. 7p. Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. Location of industry. Marketing strategy. May be used with: (580036) Dunkin' Donuts (B): Field Management. and 3) More advertising. Fast food industry. 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. Geographic Setting: Massachusetts Industry Setting: Food industry. May be used with: (580035) Dunkin' Donuts (A): Company Background. 14p. Spanish Version Author(s): Kaufmann.. Walter J. (580037) Dunkin' Donuts (C). Ortmeyer. Gwendolyn K. and test marketing results. 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. Distribution planning. Pricing strategy. 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. by Benson P. 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. 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. Retail industry Subjects: Competition. 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. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. (580038) Dunkin' Donuts (D): New Product Introduction. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. Franchising. 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. The company must also decide whether to introduce a new product. by David E. May be used with: (580035) Dunkin' Donuts (A): Company Background. Geographic Setting: Massachusetts Industry Setting: Food industry. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. and profitable. by Hirotaka 10/30/10 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. 15p. the company had approximately 50 stores in operation with sales of $450 million. Fast food industry. cohesive. Distribution channels. (580036) Dunkin' Donuts (B): Field Management. 17p. Chemicals. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (580037) Dunkin' Donuts (C). Sales management Length: 18p Supplementary Materials: Teaching Note. Corporate strategy. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. Retailing. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. and the history of Dunkin' Donuts. Test markets Length: 20p Supplementary Materials: Teaching Note. New product marketing. as well as other retailers. (581010). Retail industry Subjects: Advertising strategy. spring 1991. A merger of Dunkin' Donuts (A) and (B). Geographic Setting: Massachusetts Industry Setting: Food industry. Sales promotions Length: 36p Supplementary Materials: Teaching Note. Patrick J. (581009). Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. Retail industry Subjects: Corporate strategy. Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi. Franchising. Franchising. Students must derive the decision through careful analysis of competition. 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. (594041). Petroleum industry Company Size: Fortune 500 Subjects: Advertising. Geographic Setting: United States Industry Setting: Chemical industry. Department stores. Product lines Length: 17p Supplementary Materials: Teaching Note. (580038) Dunkin' Donuts (D): New Product Introduction. Franchising. Retailing. Presents a corporate strategy which provides a good starting point for discussion. Looks at three growth alternatives: 1) More shops (owned or franchised). Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. a product extension to donuts. At the time of the case. New product marketing. consumer behavior. Fast food industry. Raises important issues related to franchise relations. (580038) Dunkin' Donuts (D): New Product Introduction. Performance appraisal. Franchising. (580037) Dunkin' Donuts (C).Marketing corporate image position of a major high-visibility diversified firm. (584126). Growth strategy. Management communication. 2) A broader product line. Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. Geographic Setting: Massachusetts Industry Setting: Food industry. Retail industry Subjects: Fast food industry. and whether to continue with the network TV program. the competitive thrusts within the fast food business. The question is whether to introduce the new product in light of cannibalization of their main business in donuts.

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

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

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

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

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

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

Glen L. they will reciprocate with their trust. Michael E. and complete information. the emphasis shifted to relationship marketing. and then finding the best products for them--even if those offerings are from competitors. Salmon. consumer-controlled. information retrieval via cable TV. Industry Setting: Air freight service industry Gross Revenues: $35 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising. Industry Setting: Electric power Company Size: large Subjects: Antitrust laws.000 Gross Revenues: $10. Walter J. Publication Date: 09/05/1965 Product Type: Case (Field) Abstract: Decisions concerning 1964 sales promotion strategy for air freight forwarder. Industry Setting: Retail industry. Marketing management. Timothy. 23p. and purchases-either now or in the future. Marketing strategy. helping to reduce the organization's costs for acquiring new customers. Logistics. 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. Porter. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consumers these days prefer authenticity to purity. a breakthrough new pharmaceutical product for the treatment of sepsis. In addition. 7p. But those tactics have been losing their effectiveness. Electric industries. Technological change. Sales promotions Length: 42p 83409 Title: End-Game Strategies for Declining Industries Author(s): Harrigan. so brands should capitalize on their flaws. such as Home Shopping Network. Telecommunications industry Subjects: Consumer behavior. (A) Author(s): Corey. Market structure. 2p. In response. Pricing. Timothy. Karen White Year New: 2005 KEL015 Title: Eli Lilly: Xigris (B) Author(s): Calkins. Retailing. Publication Date: 12/01/2004 Product Type: SMR Article Abstract: For decades. loyalty. Then. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $10. Thanks 10/30/10 139 to digital technologies like the Internet. particularly home video shopping ventures. essentially becoming advocates for them. (B) Author(s): Sultan. Raymond Publication Date: 01/26/1982 Product Type: Case (Field) Abstract: Concerns the sales program for the low voltage switch gear department of a company that manufactures electrical products for consumer. by Timothy Calkins. Personal selling. (KEL016). industrial. or "shadow" attributes. and military markets. Kathryn. particularly as the power of customers continues to grow. many companies are faced with declining product demand beyond their control. today's increasingly educated consumers expect companies to do more than just delight them. they are truly representing their customers' best interests. Must be used with: (KEL014) Eli Lilly: Xigris (A). Product planning & policy Length: 23p F0610D Title: Embrace the Dark Side Author(s): Fanuele. 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. Air freight service. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 587018 Title: Emergence of the Electronic InHome Shopping Industry Author(s): Albion. by Elie Ofek Year New: 2006 KEL014 Title: Eli Lilly: Xigris (A) Author(s): Calkins. new technologies are described for interactive. Michael J. The strategy is this: If a company advocates for its customers. White. Publication Date: 06/15/1987 Revision Date: 01/01/1988 Product Type: Note Abstract: Describes the different types of electronic in-home shopping retailers. White. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (KEL015).Marketing inputs on physicians and patients at its disposal. by Timothy Calkins. 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.8 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. Loyalty. 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. Supplement (Pub Mat). Innovation. And when people trust a company.9 billion revenues (2000) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note. Advertising versus personal selling. by Timothy Calkins Year New: 2005 582096 Title: Ellery Corp. In short. Sales management. they will often tell others about it. Mark S. Karen Publication Date: 01/01/2004 Revision Date: 11/02/2004 Product Type: Case (Pub Mat) Format: Windows Abstract: Examines the launch of Xigris. Ralph G. Distribution channels. Telecommunications Length: 19p SMR129 Title: The Emerging Era of Customer Advocacy Author(s): Urban. Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 40. (KEL016). The newly appointed head of marketing for Xigris is reviewing the launch plan. honest. 7p.M. as slogans such as "delight your customers" became the mantra of many marketers. The firm might then command higher prices for its products and services. Service management Length: 8p Year New: 2005 511044 Title: Emery Air Freight Corp. as many customers will be willing to pay for the extra value. (508061). Subjects: Customer relations. companies relied on push marketing to sell their products and services.. innovative companies are now trying a different approach: They are providing customers with open. E. in the 1990s.

Gary. suggest service improvements. Both stumble (and organizational performance suffers) when they are out of sync. Rackham. but resources must be allocated carefully and may include marketing communications. Just as political democracies are more robust and more representative when citizens engage in public affairs. 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. High technology. Rackham. companies are learning that letting consumers participate in marketing strengthens their competitive position. Market share. Philip. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. niche. Robert C. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. Corporate strategy. Getz. (2718BC) Managing Customer Retention. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers. harvest.95 2726BC Title: Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg. 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). John A. Yet. Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler. and blind to the future. and quick divestment. believe the sales force is myopic--too focused on individual customer experiences. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. 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. Krishnaswamy. They provide a diagnostic to help readers assess their companies' level of integration. Equipment. Tools included here help evaluate which products provide an add-on opportunity. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity. Marketing people. constructive engagement with consumers should be the wave of the future. the authors describe the four types of relationships Sales and Marketing typically exhibit. (2696BC) From Branded Bulldozers to Global Distribution Partners. Marketing people. and blind to the future. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and submit new product ideas. insufficiently aware of the larger market. Financial services.50 10/30/10 Year New: 2006 140 7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions.Marketing accordance with their own needs. In this article. and they offer recommendations for more closely aligning the two functions. Neil. in turn. They provide a diagnostic to help readers assess their companies' level of integration. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. In short. (2688BC) From Declining to Growing Distribution Channels. and outsourcing. Insurance industry.." the line between the two is blurred and becoming more so. believe the sales force is myopic--too focused on individual customer experiences. Jacquelyn S. the authors describe the four types of relationships Sales and Marketing typically exhibit. Industry Setting: Airline industry. Curious about the misalignment between Sales and Marketing. Thomas. Strategic alternatives for declining business include leadership. (267XBC) From Brand Acquisitions to Brand Rationalization. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. Electronics industry.. (270XBC) Managing Customer Acquisitions. (2750BC) Market Research: Listen and Learn. and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. configure how best to market them. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. While we tend to think of companies as "producers" and consumers as "receivers. 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). and circumnavigate common pitfalls. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Jocz. 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. Energy. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. In a democratizing marketplace. insufficiently aware of the larger market. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. Philip. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. (2661BC) From Market Segments to Strategic Segments. database marketing tools. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Both stumble (and organizational performance suffers) when they are out of sync. In short. (2548BC) The Marketing Mix. and they offer recommendations for more closely aligning the two functions. In this article. Krishnaswamy. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Neil. Marketing strategy. Subjects: Competition. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages. each group undervalues the other's contributions. each group undervalues the other's contributions. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6.95 Customer Service Department • 60 Harvard Way • Boston. in turn. Yet.

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

Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar.5 million 1990 sales Subjects: Computer industry. It works both ways. Customer satisfaction surveys led them to improve supply chain execution and. Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. Product lines. and budgeting discussions.'s 1-2-3 spreadsheet software for IBMcompatible personal computers. ultimately. Facing stagnant revenues. Product management. strengthen the brand franchise. by Peter Wickersham. marketplace exchanges and political exchanges. John A. over the next four years. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Technological change. 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. performance. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges. He wove marketing into Lafarge's mainstream management processes by becoming a fixture at the company's strategic-planning. 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. Jocz. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines. First. Then he set right to work applying marketing's most basic and powerful tools--segmentation and pricing strategy--to four carefully chosen pilot projects. Elie Ofek 7852BC Title: Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges Author(s): Quelch. Product lines. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. Raises two questions: 1) What are the important dimensions of product change? 2) What is the "appropriate" amount of product and technological change? Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: large Gross Revenues: $684. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar. NY Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston.. Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note. 17p. increasing value both for them and for the division.'s personal-computer products. Elie Publication Date: 09/25/2008 Revision Date: 02/02/2009 Product Type: Case (Library) Abstract: Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. Jacques and his team of first temporary. (5-509-053). 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. Francois M. Software. Inc. To make the value of those efforts quickly apparent. and the pursuit of selfinterest and the pursuit of the common good. 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. Step by step. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. he measured their effectiveness with readily understood metrics. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Details the major hardware enhancements and product line extensions during the period 1981-87.95 599048 Title: Executive Health Group Author(s): Chun.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques. and concludes with a description of the PS/2 family (date of introduction: April 1987). Technological change Length: 3p 509028 Title: Examining the Adoption of DrugEluting Stents Author(s): Ofek. 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. Geographic Setting: New York. In light of recent medical and competitive trends in the market. and then permanent. Welcome to the front lines of your typical cement company. Jacques tackled the challenge on a number of fronts. marketers fundamentally transformed Lafarge's commodity mindset. It isn't easy to establish a marketing function in a company that doesn't think it needs one. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies. he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. A separate exhibit provides a brief overview of a microcomputer. May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. From the start. so that their offerings were suited to a range of customer requirements.Marketing List Price: $4. Product management. old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. which in many cases could be sold for higher-than-commodity prices. are inextricably linked. Segmenting customers allowed people to see that they were selling to different groups that required different products. Geographic Setting: United States Industry Setting: Biotechnology industry. CEO William Flatley has to reposition his firm. to change what they sold. and grow share in an increasingly competitive health care environment.

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

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

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

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

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

Inc.95. 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. Inc. Benson P. business executives.J. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser. Myriad quotations from recognized scholars.J.. (C) Author(s): Shapiro. in a period of rising costs. Benson P. 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. Inc. (B) and (C). Davis. Inc. and descriptions of some of the world's most influential advertising agencies. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills. These include sales contests. thereby increasing its complexity. Altogether. Sales management.Marketing them to work through the pricing and profit implications of that analysis. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Altogether. Wilcox Year New: 2007 4308 Title: Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Paperback) Author(s): School Press. by Ronald T. Geographic Setting: United States Industry Setting: Home furnishings. (UV0324). While complaints about the system have been relatively minor. where) to cut back on these motivators. whether (and if so." Key issues are how to determine the effectiveness of these various motivators and. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. videotape programs. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. and descriptions of some of the world's most influential advertising agencies. Sales promotions. A paperback version is available: Order No. Stephen A. Sales management. Subjects: Marketing implementation. Field Guide to Marketing offers a handy primer on today's marketing industry. Marketing management.: Compensation System for Field Sales Representatives Author(s): Cespedes. Sales management. N. Davis... Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 10/30/10 148 Mills. Marketing strategy Length: 208p List Price: $29. and writers supplement the definitions. Marketing organization. Marketing management. Sales compensation. Harvard Business. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills. 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. Marketing strategy Length: 208p List Price: $16. 6p. the competitive environment. recent market developments. 4308. Also included are profiles of well-known marketing companies and products.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Also included are profiles of well-known marketing companies and products. Also includes a section on the bed and bath fashion industry. Provides information about the industry. Robert F.95 575002 Title: Fieldcrest Division of Fieldcrest Mills. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. N. (A) Author(s): Shapiro. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. sales meetings. Benson P. 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. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills. (B) Author(s): Shapiro. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Frank V. Sales promotions. $16. Sales compensation. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Field Guide to Marketing offers a handy primer on today's marketing industry. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Davis. N. Subjects: Marketing implementation. salesletters. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. 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.J. Geographic Setting: United States Industry Setting: Home furnishings. and a miscellaneous category described as the "method of doing business. a manpower development program. business executives. Young.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. and the details of the compensation plan as well as comments by managers and salespeople. and writers supplement the definitions. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. 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. Myriad quotations from recognized scholars. Geographic Setting: United States Industry Setting: Home furnishings. Inc. Marketing management.

Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. In the third segment. The developing countries could not afford the market price for these drugs. the true breadth of competition often goes unnoticed too. 6p. Through heavy past spending on cooperative advertising. South Africa Length: 14p 594018 Title: Filene's Basement Author(s): Bell. how it will take those products to market. An analysis of the firm's coop expenditures and their relation to sales volume is shown. Anthony. they can piece together the real size of the market in Customer Service Department • 60 Harvard Way • Boston. Textiles Length: 20p 502061 Title: Fighting AIDS and Pricing Drugs Author(s): Gourville. 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. Late entrants will encounter extreme difficulty. The existing Chicago area stores have been performing well. Starr. "How should they respond?" Geographic Setting: South Africa Industry Setting: Pharmaceutical industry Subjects: Developing countries. "look and feel" goods with variable quality. Retailing.95 SMR048 Title: Finding Sustainable Profitability in Electronic Commerce Author(s): de Figueiredo. however. management is concerned with over saturation of the market. and efficient distribution. Corporate strategy. However. such as fresh produce and original artwork. Filene's Basement has 49 stores in operation. can be critical to CMO success or even survival. and functional scope of the CMO team will balance and focus scale. homes. staving off boredom. Real estate. each individual product differs from every other one. When companies understand what they are up against in the mind of the customer. Retail industry Company Size: large Number of Employees: 1. Web retailers must align their strategies with the product characteristics and buying practices of customers in their market segment. Publication Date: 07/01/2000 Product Type: SMR Article Abstract: To sustain a competitive advantage. whether that is fixing their car. Nitterhouse. The issue was driven by price. quasicommodity products. Innovation. Customers simply need to get things done. marital status. but product and customer characteristics are poor indicators of customer behavior because that is not how markets are structured from the customer's perspective. First movers can gain competitive advantage by branding their 10/30/10 149 Web site using site-specific loyalty programs. Denise Publication Date: 04/01/2007 Product Type: SMR Article Abstract: The way a company views its markets determines what it decides to produce. makers of AIDS drugs were suing to prevent developing countries from violating their patents. 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. Dot-coms that establish a reputation for quality and sell low-priced goods to repeat customers have the best chance of success. Competitive advantage goes to the low-cost provider with economies of scale. who it believes its competitors to be. Location of industry. Bell 6301BC Title: Find the Right Role and Scope: The CMO's New Job Description Author(s): Aaker. MA Industry Setting: Discount retail.Marketing advertising and on retailer-supportive cooperative advertising. "look and feel" goods. Publication Date: 02/26/2002 Product Type: Case (Library) Abstract: In early 2001.700 Gross Revenues: $529 million revenues Subjects: Department stores. Retailing Length: 24p Supplementary Materials: Teaching Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Fieldcrest has successfully built strong trade relations and fashion recognition among customers. Geographic Setting: New York. this case outlines the pressures facing the drug companies and asks the question. such as clothes. David E. Using a series of published articles. and furniture. Marketing management. In the fourth segment. such as barrels of oil. Sales promotions.. and how large it believes its market opportunities are. product. Demonstrates the problems encountered in evaluating the effectiveness of marketing expenditures in vehicles other than national media. Berstell. or finding something fun to do with their kids. according to the author. The second segment. Market segmentation. and income level) since that is the most easily accessible type of data. from that of a facilitator to others that are more ambitious. Geographic Setting: Boston. are differentiated by their quality and reliability. Dot-coms that don't create the products they sell will be forced to compete on price and will find margins difficult to maintain. At the time of the case. Clayton M. the CMO must take on a new role in the organization. Industry Setting: Retail industry Subjects: Competitive advantage. and if. NY Industry Setting: Home furnishings Gross Revenues: $250 million sales Subjects: Advertising strategy. there are a variety of roles to choose from. Scott D. John T. to locate two new stores in its new Chicago area of operations. Technology. has attracted many dot-com retailers. The selection of the right role. (594061). which will vary over activities and over time. Customers want to experience these products to ascertain their quality before buying. International marketing. The determination of the country. by David E. virtual communities. Illustrates the use of trade support in developing a fashion-oriented brand image and in stimulating consumer demand. Customers want to experience them in person before making a purchase.. At the same time. 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. Pharmaceuticals. low-cost production. such as books and toys. The first segment is undifferentiated commodity products. Cooperatives. Pricing. Includes extensive discussion by several executives regarding the relative effectiveness of the two alternatives. Most companies segment along lines defined by the characteristics of their products (category or price) or customers (age. and timely delivery. 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. Gerald. As a result. John M. gender. These situational needs for which customers are looking to "hire" products or services go unnoticed during traditional market research and segmentation. low overhead.. World Wide Web Length: 14p Year New: 2005 SMR240 Title: Finding the Right Job for Your Product Author(s): Christensen. 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 health message. furniture retailing. Toy industry Length: 20p 572029 Title: Fisher-Price Toys. Rajiv. including FedEx. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 500043 Title: First USA and Internet Marketing Author(s): Lal. 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. observation. Designed to provide background in buyer behavior. Dan Santangelo. Customization. Pearcy. 7p. innovation. Amy H. and citing a wide variety of companies and brands. 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 research. They have found that market leaders embody five factors critical to success: vision. and OnStar. Marketing strategy Length: 20p SMR019 Title: First to Market.. First to Fail? Real Causes of Enduring Market Leadership Author(s): Tellis. Inc. Steven L. 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. Diamond. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. Jim Publication Date: 07/01/1996 Product Type: Harvard Management Update Article Abstract: Recognizing the importance of retaining loyal customers. Inc. Blackberry. 3) rigorously analyze defections. 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. and asset leverage. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. Suppliers using different types of channels when selling in different geographic regions are subject to government intervention through price controls and tax differences. the automobile industry. Presents specific examples of how successful firms are able to leverage this important skill to the benefit of the business.. while most current leaders are not pioneers. Peter N. and how the details of business plans can be made more coherent and focused when innovators understand the job to be done. Market analysis. persistence. Marketing strategy Length: 31p Customer Service Department • 60 Harvard Way • Boston. Gerard J. Market analysis. Google. Product management Length: 8p U9607A Title: Five Keys to Keeping Your Best Customers Author(s): Billington. Marketing management. TurboTax. (579053). Subjects: Customer relations. Distribution planning. and corporate strategy. market analysis. Starbucks. Marketing strategy Length: 4p List Price: $4. 4) mass customize to your core market. and corporate strategy. empathic and co-evolution techniques). Beverages. Marketing strategy Length: 13p Year New: 2005 502S42 Title: Fisher-Price Toys. Global Research Group. this article offers five major recommendations for mastering customer retention: 1) identify core customers. Using a historical method. the authors try to determine why pioneers fail and early leaders succeed. and products is essential. and understanding of the various possible combinations of markets. Subjects: Distribution channels. the FDOC's new director. Scott. Corporate strategy. Nelson. New product marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. 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". Spanish Version Author(s): Ward. by Scott Ward 77111 Title: Fit Products and Channels to Your Markets Author(s): Weigand.000 Gross Revenues: $10 billion revenues Subjects: Credit. Scott. Carin-Isabel. Author(s): Ward. Publication Date: 12/01/1996 Product Type: SMR Article Abstract: Managers and entrepreneurs frequently adhere to the motto of being first to market. Toy industry Length: 19p Supplementary Materials: Teaching Note. Customer retention. Market research. Golder. this article describes the benefits that executives can reap when they segment their markets by job (the risk and cost of innovation is minimized). Food processing industry. Steven L. Corporate strategy. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss.Marketing which they compete. Geographic Setting: Delaware Industry Setting: Financial services Number of Employees: 10. Robert Publication Date: 01/01/1977 Product Type: Harvard Business Review Article Abstract: Courts increasingly frown on companies' efforts to keep markets separate. commitment. New product marketing. Using examples from the fast food industry. Consumer marketing. adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit. Subjects: Leadership. Market research. and 5) learn to address the unspoken needs of your customers. 2) measure key satisfaction indicators. To avoid conflicts and problems that can arise along the channel or in the laws under which a business operates. Marketing strategy. surveys. . Diamond. channels. Geographic Setting: Florida Industry Setting: Fruit juice Subjects: Agribusiness. Knoop. and health care. market analysis. Pricing strategy. But the authors have discovered that many pioneers fail.50 BESTSELLER 900009 Title: Florida Department of Citrus Author(s): Goldberg. Designed to provide background in buyer behavior. This case describes the FDOC's efforts to turn around grapefruit juice consumption. Ray A. Financial services. Pricing strategy. the methods that those involved in marketing and new product development can use to identify the job-based structure of a market (interviews. 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.

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

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

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

executive vice president. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. Inc. Industry analysis. 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. Industrial goods. Public relations.. Concludes with a day in the truck with an FLI driver-salesperson. (502087). (A) Author(s): Bonoma. Consumer marketing. cattle feedlot operator. Marketing mixes. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. James B. The (A) case may be used alone as an inquiry into marketing excellence. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. founded in 1998 to sell women's clothing by catalog. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. beef industry. 9p. First-year sales were far below plan. Japan. 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.S. Includes color exhibits. consistently tender beef that consumer's value. The revenue implications of increased customer satisfaction are also raised. Chuck Porter-Shirley. (FLI) excel at marketing. the ballpark's character. Stephen A. 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. V. and team marketing and fan-building in general. or it may be taught as the first case in the Frito-Lay series (C) and (D). the company has been able to cut down procurement costs by about 15%. Management philosophy. Purchasing Length: 20p Supplementary Materials: Teaching Note. Weber. Knoop. has a history of leadership in the highly fragmented and often contentious U.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis. proposes extension of a Friendly Ice Cream Corp. Retail industry Number of Employees: 4. Will the introduction of highquality. The case question concerns how this company should now go to scale. Shelman. Marketing strategy. a unit of L. Growth strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industrial goods. ME Industry Setting: Catalog industry. New England. TX Industry Setting: Snack food industry Gross Revenues: $1. Overviews the snack industry. by V. and projected profits did not materialize. Fast food industry. a leading U.S. Customer relations.S. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal. the leading U. Electronic commerce. Friona has established relationships up and down the beef production chain to provide high-quality. Fast food industry. Retailing Length: 27p Supplementary Materials: Teaching Note. within the framework of team economics. Electronic commerce. Service management. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston..S. 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. Thomas V. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. 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. Industrial markets.'s advertising campaign. Geographic Setting: Freeport. (599130). International marketing. Market research. Bean. meatpacker. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations.L. Mary. Robert D. In 2005.3 billion sales Subjects: Food. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. Geographic Setting: Dallas. Rajiv. Friona is partnering with Cargill. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two.: Advertising Strategy for New England Author(s): Buzzell. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. FLI's position in it. 9p. Industrial markets. Inc. Direct marketing. Marketing strategy. Ray A. Kasturi Publication Date: 02/27/1998 Revision Date: 02/26/1999 Product Type: Case (Field) Abstract: Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. and the company's market methods. 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. Marketing strategy. 10/30/10 154 Advertising media. The program is described in the context of the team's on-the-field performance.

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

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

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

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

5 billion sales Subjects: Competition. consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. When the company had saturated that geographical market. Without mutual respect. tea. Laidler. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3. the GLOBALGAP standard had expanded to cover coffee.Marketing 189118 Title: GI Wars: Tums vs. what was GLOBALGAP's role outside of Europe. NY Industry Setting: Consumer products. 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. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. Benedict. but most of the growth was captured by its primary competitor. (HKU616). and seasonings for Latin American dishes--were sold primarily in the southwestern United States. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. Gallardo's is a privately held firm whose products-salsas. Mary Publication Date: 01/05/2009 Product Type: Case (Field) Abstract: In response to new laws governing liability and several food safety scares in the 1990s. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. without an atmosphere where silos include or seek out the CMO's team.000 producers in 87 countries had been certified. This chapter introduces five routes to gaining credibility and buy-in for initiatives.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger. 10/30/10 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. sauces. By 2008. competition. products. In order to amass bargaining power to demand discounts from retailers. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. 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. John A.. Clayton M. Geographic Setting: New York. Argentina.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. and generally reviews recent changes in FDA and consumer attitudes on drugs. They would put relentless pressure on retailers and would press for greater discounts. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. indicates other and potential consumer antacids. David E. Regina E. Benjamin. It was up to GOME to determine how best it could deal with this new phenomenon. which was complemented by its striving for service quality and innovation. Looking ahead. livestock. Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. 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. Industry Setting: Agribusiness. Richard L. progress on crosssilo issues will be slow. with 259 traditional stores and 4 digital stores by 2006. Explores the differences and similarities between the countries in terms of consumers. Spanish Version Author(s): Quelch. 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. Some yielded to the pressure and offered greater discounts. 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. Gallardo's products and advertisements ended up spurring significant growth in the market. GLOBALGAP's board and management were discussing a number of questions. its CEO decided to invade Mexico. including: should GAP include environmental and social aspects beyond food safety. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice.. GOME faced the new challenge of tuangou. or group purchase. Pharmaceuticals. Shows how the company used these market insights to segment the market along different lines than its competitors. 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. Food supply industry. In 2006. Over 90. while others refused to give in and maintained a fixed-price policy. Shelman. 7p. high-volume strategy. Marketing strategy. Agriculture industry. Forestry. 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. founded by Wong Kwongyu. by Benjamin Yen. The case reviews the brand strategies for both Tums and Rolaids. some only entertained tuangou that had been pre-arranged and/or preregistered. Lee. and Poland. and aquaculture. and margins. Teaching Customer Service Department • 60 Harvard Way • Boston. Its success stemmed from its low-margin. 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.

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

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

Consumer marketing. Market analysis. John A. Cady 582151 Title: General Electric Co. Industry Setting: Counters & timers industry Gross Revenues: $23 billion sales Subjects: Household products.: Major Appliance Business Group (C) Author(s): Quelch. Morrison. Quelch.: Clock and Timer Market Strategy.. Sales promotions Length: 17p 582031 Title: General Electric Co. Market analysis. Raymond Corey 585053 Title: General Electric Co.: Major Appliance Business Group (D) Author(s): Quelch. Cooperatives. (588008). Marketing management. 13p. Market research. to electrical wholesalers (who in turn sell to repair shops). The issue is what action. Product lines Length: 22p Supplementary Materials: Teaching Note. Consumer marketing. Must be used with: (582031) General Electric Co. Marketing management. John A. 27p. Quelch. Multinational corporations. A videotape (9-885-518) is available for use with this case. (585009). by E. by John F. Multinational corporations. Consumer research evaluating alternative materials is presented also. if any. by John F. Merchandising. Raymond. Cady. Planning Exercise Author(s): Cady. Cynthia A. (586162). Publication Date: 06/14/1982 Revision Date: 05/21/1984 Product Type: Supplement (Note) Abstract: Basis for the development of product market alternatives for the housewares and audio business of the General Electric Corp. 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. including new advertising executions and Customer Service Department • 60 Harvard