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

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

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

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

Quelch. Marketing planning. Geographic Setting: United States Industry Setting: Aluminum industry.. Fabricated metals Company Size: large Subjects: Customer relations. Food. Darrel G. Marketing planning. and product liability are among the issues raised. Ethics. 9p. Customer service. by Darrel G. Benson P. new segmentation. by Kamran Kashani NEW 589035 Title: Amalgamated Aluminum Alloy Division Author(s): Shapiro. creative marketing. Sales organization Length: 3p Supplementary Materials: Teaching Note. Addendum Author(s): Clarke. and pan-European optimization. Research & development. (IMD056). Lyons and Alltech's directors must choose between three different options for Sel-Plex. Implementation. New product marketing. 582086 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System. Must be used with: (IMD053) Alto Chemicals Europe (A). (IMD056). Marketing strategy. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals. (IMD056). Sales organization Length: 13p Supplementary Materials: Supplement (Field).. Marketing planning Length: 19p Supplementary Materials: Supplement (Note). Matrix organization. or marketing Sel-Plex directly to consumers in tablet form. A 1993 ECCH award winner. Implementation. Management of change. Management of change. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. a proprietary Alltech product. by Kamran Kashani. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD . international support. had shown important health benefits for animals and humans.International Institute for Management Development Abstract: Supplements the (A) case. (IMD055). by Kamran Kashani. The changes in the strategy aim for: margin improvement. centralized decision making. Leadership. Implementation. Industrial markets. 9p." 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. but is less "user friendly. 4p. 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. This is a revised version of an earlier case. Services Length: 3p 581149 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System Author(s): Clarke. Shapiro. Product lines Length: 5p Supplementary Materials: Teaching Note. (582086). The primary issue is pricing. 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. Must be used with: (581149) Amalgamated Foods: Implementation of a Marketing Customer Service Department • 60 Harvard Way • Boston. Teaching Note. and strong branding. Developed to provide some industry background. by Benson P. N. There are important ethical overtones to the case. Darrel G.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. (IMD054).International Institute for Management Development Abstract: Supplements the (A) case. Marketing planning. in particular "customer oriented" pricing. Craig Smith 10/30/10 14 588078 Title: Amalgamated Aluminum Pigments Division: The Technical Service Conundrum Author(s): Shapiro. partnering with animal producers. Marketing strategy. Pricing. more costly products.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. Customer confidentiality. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . 3p. Supplement (Field). Sel-Plex. Benson P. Matrix organization. Publication Date: 06/29/1988 Revision Date: 02/28/1989 Product Type: Case (Gen Exp) Abstract: Raises important issues about customer technical service. which include continuing with the current strategy. Leadership. Customer relations. (591121). and what form of technical service. 3p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. Publication Date: 09/23/1988 Revision Date: 02/27/1989 Product Type: Case (Gen Exp) Abstract: The Alloy Division of Amalgamated Aluminum has a new lower cost product in its high strength alloy line. 13p. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. 9p. Matrix organization. The second system is much less expensive to run (due to computer fees). Sales organization Length: 3p Supplementary Materials: Teaching Note. John A. Management of change. 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. Although numerous branded selenium-enriched products were being sold in supermarkets around the world. by Kamran Kashani NEW IMD054 Title: Alto Chemicals Europe (B) Author(s): Kashani. the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. The R&D and sales departments are attempting to decide how much technical service to provide to competing customers. Marketing strategy. Sales strategy. Interdepartmental relations. The product is patented and comparable to earlier. by Kamran Kashani NEW IMD055 Title: Alto Chemicals Europe (C) Author(s): Kashani. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . Clarke. Leadership. Must be used with: (IMD053) Alto Chemicals Europe (A).

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

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

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

Publication Date: 06/11/1999 Revision Date: 02/02/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Augat Electronics. and availability. James H. welcome to the club. people increasingly see the world in terms of real or fake. " appealing to the five different genres of authenticity.com Author(s): Moon. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Information age. identifies four basic types of attractors. a number of competitors have sprung up. the interactive kiosk market. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. Geographic Setting: Irvine. 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. Paul. Do your customers use any of these words to describe what you sell--or how you sell it? If so. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. The company has launched several new services and is now seeking to reposition itself in the market. Inc. a graduate student at the MIT Media Lab. However. by Adrian B.. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. Autobytel is struggling to accelerate revenue growth. Paul W. Inundated by fakes and sophisticated counterfeits. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine. Information technology. Phony. B.Marketing mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. Author(s): Ryans. World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon. Inauthentic. Gilmore. II. Electronics industry Subjects: Innovation. Do your customers use any of these words to describe what you sell. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. Product development. Inauthentic. consumers judge an offering's (and a company's) authenticity as much as--if not more than--price. Inc. When deciding to buy. quality. and religious sectors. Adrian B. the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it. Customization. a major new U. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. Geographic Setting: Cambridge.S. (899A09). Pine. charting how to be "true to self" and what you say you are. This article classifies existing approaches to creating attractors. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2.95 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. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. Product positioning Length: 22p 99A009 Title: Augat Electronics. has invented a breakthrough audio invention.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. The new Augar connector product appeared to offer customers significant economic benefits. "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal. James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. He has narrowed down the commercial possibilities to four markets: the autosound market. CA Industry Setting: Internet & online services industries. While the line was being developed. this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. Distribution Customer Service Department • 60 Harvard Way • Boston. Marketing strategy. Gilmore and B. Customer relations. 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. manage. and crafting and implementing business strategies for rendering authenticity. II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived. In addition. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. Disingenuous. Farris. He must now decide how to commercialize the technology. Subjects: Advertising strategy. According to a number of metrics. They would rather buy something real from someone genuine rather than something fake from some phony. Disingenuous. or how you sell it? Inundated by fakes and sophisticated counterfeits. In "Authenticity. people increasingly see the world in terms of real or fake. and excel at rendering authenticity. Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26. 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. New product marketing. and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization.. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. Phony. 9p. Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei. Through examples from a wide array of industries as well as government. Joseph. it is the online leader in this category. Marketing strategy. Pricing. Cross. raising questions about the long-term viability of Autobytel's purchase referral model. education. B. MA Industry Setting: Audio equipment industry. Joseph Pine II argue that to trounce rivals companies must grasp." James H. and the home audio market. nonprofit. Market selection. the professional audio market. Joseph.

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

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

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

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

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

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

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

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

V. Partnerships. May be used with: (598031) Bayer AG (A). BMW is attempting to revive its position in the U. 12p. John A. Marketing strategy. 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. Poorvu. Marketing planning. Robert J. Four generic strategies to avoid commoditization are suggested.. Richard E. (594107). Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. Inc. These firms know how and when to differentiate their products through innovation. Market analysis. then commoditization and decline. Pricing strategy. the better managed firms find a way to make money in the commodity cycle. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. Real estate Length: 18p Supplementary Materials: Teaching Note. by John A. Kasturi. Product lines Length: 22p Supplementary Materials: Teaching Note.5 billion net sales Subjects: Acquisitions. Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Robert J. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. and how and when to offer a "no-frills" product. (598075). Geographic Setting: North America. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan. International marketing. Automobiles. Geographic Setting: North America. Marketing mixes. Marketing strategy. 12p.000 from 88. 10/30/10 36 Industrial markets. In 1991.000 from 88. Subjects: Commodity markets. Subjects: Commodity markets. which gave Bayer one name worldwide for the first time since World War I. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. Marketing mixes. This note argues that while commoditization of an industry may seem inevitable.S. by Robert J. Four such strategic options are detailed and discussed. Author(s): Quelch. Industrial markets. Brands. and management of a financial partnership. William J. market. Spanish Version Author(s): Dolan. The new CEO of North America considers a multifaceted plan to turn around the situation.Marketing of which were confiscated by the U. Automobiles. Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. FL Industry Setting: Real estate Company Size: small Subjects: Financing. Leasing. and customer partnerships. Brands. (391222). Food processing industry. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. V. 10p. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan.. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan.000 in 1987. 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. Negotiations. Marketing planning. The new CEO of North America is considering a multifaceted plan to turn around the situation. Consumer marketing. Provides illustrations of firms who have successfully implemented each. Pricing strategy. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. In 1991. Dolan 390113 Title: Bayside Author(s): Poorvu. Bowman. John A. 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. by William J. Kasturi. unit sales had fallen to 53. and seek cost leadership. 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. 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. service. A rewritten version of an earlier note. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. 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. Richard E. BMW attempts to revive its position in the United States market. Root. unit sales had fallen to 53. (598075).900 Gross Revenues: $11. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch.900 Gross Revenues: $11. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. International marketing. negotiating tactics and strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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.000 in 1987. Brands. Geographic Setting: Boca Raton. by John A. government after World War I. Christopher W. Bowman. 13p. Holding companies. Addresses market and lease analysis. Crum.S.5 billion net sales Subjects: Acquisitions.

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

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

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

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

Best Buy missed its third-quarter earnings per share (coming in at $0. automated. The company's stock price fell nearly 12% that day. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Nine pages of exhibits include market trends. Based on extensive research inside both start-up and established businesses. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27. was the leading retailer of consumer electronics. Retailing.28. and related services in North America. By making effective displays. For the eight years leading up to 2004. and Magnolia Audio Video as well as service provider Geek Squad. Hospital administration. Minn.Marketing Knoop. by Christopher H.30). Jeffrey F. Competition. The company's stock price fell nearly 12% that day.. and hybrids of both--to surpass current levels of performance and service.. Tarsis. was the leading retailer of consumer electronics. CannonBonventre. Christopher H.30). and the consumer. pricing and service characteristics.. success is based on how well firms manage interactions with customers. a subsidiary of Monitor Group. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy. and related services in North America. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization. Pricing strategy. including a new set of segment leaders. Bernard J. Future Shop in Canada. Boston Author(s): Lovelock. 10/30/10 Information technology. they are recruiting machines into the workforce for greater effectiveness. Regulation Length: 19p Supplementary Materials: Teaching Note. Industry Setting: Fast food industry. John A. 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.. But on December 13. 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. Marketing strategy. Nonprofit marketing. a declining birth rate. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Future Shop in Canada. Service management. (581008).-based Best Buy Co. the money. Public policy. Inc. Jaworski argue that as this "frontoffice automation" revolution unfolds. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. Rayport is chairman and founder of Marketspace LLC. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. Rajiv. not $0. Its operations included the distinct store formats Best Buy. marketers can address the various interests of the manufacturer. and cost and occupancy data. Customer service. 2005. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 9p. the retailer. Its operations included the distinct store formats Best Buy. Industry Setting: Advertising industry. Retail industry Subjects: Advertising.28. But on December 13. not $0.3 billion. Rayport and Bernard J. visionary managers are not just outsourcing or sending work offshore for greater efficiency. including a new set of segment leaders. 2005. Electronic commerce. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch.-based Best Buy Co.95 41 579180 Title: Beth Israel Hospital. Sales management. designing appropriate. easily identifiable packaging. Spanish Version Author(s): Lal. Far from dehumanizing the workforce. Retail industry Subjects: Automation. home-office products. Inc. In Best Face Forward. Services Length: 272p List Price: $32. Minn. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. and focusing in-store advertising media on the POP. Geographic Setting: Boston.. Best Buy missed its third-quarter earnings per share (coming in at $0. Knoop. Richfield. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co. T. Publication Date: 03/01/1979 Revision Date: 11/01/1980 Product Type: Case (Field) Abstract: The hospital is reviewing its obstetrical services and trying to decide on future strategy relative to communications. Marketers must make the most of the communications possibilities at this point to increase their sales. and changing expectations of maternity care by women. making shopping exciting.3 billion. 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. Important environmental trends include increasing government health regulation. Process innovation. competitive profiles. Bernard J. Richfield. and Magnolia Audio Video as well as service provider Geek Squad. Retailing. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston. more intensive competition. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. 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. Short on appropriately skilled labor and flush with new intelligent technologies. home-office products. a loss of $2 billion in market cap.. a loss of $2 billion in market cap. For the eight years leading up to 2004. and the product--converge. Health services. Jaworski. 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. Irina. Bloom. Jeffrey F. Jeffrey F. Inc.

an internationally accepted but stagnating contact adhesive. The salesperson's job changes over the course of the selling process.500 units currently in retail outlets. International marketing. Moreover. or are their associates widely dispersed? Sparse networks are better. Cost benefit analysis. Carlson 508026 Title: Biocon: Launching a New Cancer Drug in India Author(s): Narayandas. pricing. Geographic Setting: Boston. and the strength of relationships. and the salesperson who develops a nuanced understanding of social networks will outshine competitors. The vice president of marketing must decide on immediate plans to service the 1. the more leads you'll generate and. ease of doing business. the executives cited cost-oriented factors such as convenience. The relaunch was successful and Henkel attempted to duplicate it with Pritt. Mark. The strategy failed. the density of the connections in a network is important. 17p. by Sunil Gupta. Bonoma.Marketing R0607H Title: Better Sales Networks Author(s): Ustuner. A committee of managers from headquarters and subsidiaries should oversee the global marketing process. Inc. PA Industry Setting: Commercial art products Company Size: mid-size Gross Revenues: $94 million revenues Subjects: Consumer marketing. Thomas V. marketing professors Mark Vandenbosch and Niraj Dawar have posed that question to more than 1. a multishelved merchandising unit intended for food and drug chains. Marketing strategy. the West German company Henkel relaunched Pattex. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 13p. Sunil Publication Date: 08/28/2007 Revision Date: 11/26/2008 Product Type: Case (Field) Abstract: Kiran Majumdar-Shaw. 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. channel. by Thomas V. Kamran Publication Date: 09/01/1989 Product Type: Harvard Business Review Article Abstract: In 1982. and communications mix decisions relating to the launch of BioMAb. at generating unique information. But someone who knows lots of people doesn't necessarily have an effective network because networks often pay off most handsomely through indirect contacts. David Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Anyone in sales will tell you that social networks are critical. creating solutions. But that's a vast oversimplification. the more sales you'll make. Marketing implementation. Competition. a new cancer drug in India. Godes. Geographic Setting: India Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 3. its glue stick. the CEO of Biocon has to make product launch timing. Electronic components. 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. mass merchandisers. Das. Product management Length: 7p SMR084 Title: Beyond Better Products: Capturing Value in Customer Interactions Author(s): Vandenbosch. and service merchandisers. for instance.: The Fun Center Program Author(s): Bonoma. for example. The experience illustrates two pitfalls of global marketing: insufficient use of research and poor follow-up. Customer relations. Companies that take steps of this kind to help their sales teams build better networks will reap tremendous advantages. Marketing management. Different abilities are required in each stage of the sale: identifying prospects. and current plans for servicing the projected 16. Tuba. Marketing strategy Length: 10p Year New: 2005 10/30/10 42 583033 Title: Binney and Smith. and product support and riskoriented factors such as trust. narrow vision. Retailing. The authors illustrate five different strategies that some companies are using to build a sustainable advantage. Do a salesperson's contacts know all the same people. Success in the first stage. compensation. Subjects: Competitive advantage. For example. And despite the vast range of industries represented by the executives they probed. Toy industry Length: 20p Supplementary Materials: Teaching Note. depends on the salesperson acquiring precise and timely information about opportunities from contacts in the marketplace. The unit was designed to hold most of the Crayola brand items in a single display. Karen A. Managers can use three levers--sales force structure. Managers often view sales networks only in terms of direct contacts. B&S developed the Crayola Fun Center. Different configurations of networks produce different results. The concept of retail servicing is new to B&S. and inflexibility in implementation. MA Industry Setting: Computer hardware. Geographic Setting: Easton. Merchandising. 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. Das Narayandas Customer Service Department • 60 Harvard Way • Boston. Gupta. (583135). In 1980.000 Gross Revenues: $155 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note. The more contacts you have. Subjects: Brands.000 units by 1986. (5-509-039). Customer service.. confidence. Other pitfalls include overstandardization. Sales organization. as art materials traditionally are shipped to the retailer and placed on the shelf by the retailer.500 senior executives in interviews and group discussions. Closing the deal requires the salesperson to mobilize contacts from prior sales to act as references. and closing the deal. gaining buy-in from potential customers. Distribution planning. ultimately. Dawar. and skills development--to encourage salespeople to adopt a network-based view and make the best possible use of social webs. Carlson. Strategies built around reducing customers' interaction costs and risk offer a systematic way to tap into new sources of customer value while avoiding the often futile attempt to compete on product innovation. As the main drivers of customer choice. Legal services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 89506 Title: Beware the Pitfalls of Global Marketing Author(s): Kashani. Karen A.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

00 591017 Title: Campbell Soup Co. vs. Warnaco countered with its own suit. 2000. Brand equity. a professor at SDA Bocconi School of Management. J. Inc. It was a case that would potentially rewrite the rules of fashion licensing and distribution. Frames the question of how this start-up venture should grow. Industry Setting: Agribusiness. in fact. and Linda Wachner. (CKI) filed suit against Warnaco Group. 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. (596116). 2000. Walter J... On June 26. Paul F. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. these officials can more easily sniff out illegal activity. Merrick "Rick" Taggart. Calyx & Corolla was changing the way flowers had traditionally been distributed. 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. if the company frequently communicates with them about ports of entry and consignee and consignor data. and the Federal Trade Commission Author(s): Quelch. This case presents extensive background facts. Must be used with: (501019) Callaway Golf Co. Information technology. if so. Walter J. Susan. Elisa M. Calvin Klein. for breaching its jeanswear licensing and distribution contract and.000 Gross Revenues: $1. Licensing. is instituting tight controls over the company's supply chain and distribution process. Distribution planning. Information systems. general counsel of VF Corporation. For one thing. and the problem seems to be getting worse. denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. Case Video. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503011 Title: Calvin Klein. Inc. in so doing. All of that has cost a lot of money. the media and expense level it should choose. Craig. Nonstore retailing. Food. Distribution. Floral industry Company Size: start-up Number of Employees: 30 Gross Revenues: $10 million revenues Subjects: Agribusiness. Wylie. by John A. Quelch. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . president of Victorinox Swiss Army in North America. Public policy Length: 5p Supplementary Materials: Teaching Note. Judith Maas. by Walter J. Giorgio Brandazza. A resource Ruffin should take advantage of. It raises the issues of 10/30/10 68 whether a company should advertise for its warehouse stores and. Supermarkets Length: 25p R0810Z Title: Can Knockoffs Knock Out Your Business? (Commentary for HBR Case Study) Author(s): Nunes. Distribution planning. and a catalog. Geographic Setting: United States Industry Setting: Mail order.6 million revenues Subjects: Advertising. and providing very fresh flowers directly from the growers to consumers. Must be used with: (592035) Calyx & Corolla. and build strong relationships with consumers.. Retailing Length: 3 min List Price: $150. 10p. (591120). Cummings. That means. Video Author(s): KGO TV Publication Date: 01/22/1992 Product Type: Case Video Abstract: Presents an interview with President Ruth Owades. showcase its products in distinctive ways. by KGO TV BESTSELLER 592509 Title: Calyx & Corolla. Salmon. an 800 number. information technology. says Candace S. Industry Setting: Retail industry Number of Employees: 18. Narendra P. He has hired top-notch investigators to track down the criminals. is customs and border patrol officers. Stern. Boer. 3 min. however. Counterfeits of his company's adventure gear and clothing are on the rise. diluting the equity of its brand. (592509). Warnaco Group. among other things. Palter 578200 Title: Campbell Warehouse Supermarkets Author(s): Salmon. Brandazza. Retailing Length: 28p NEW 592035 Title: Calyx & Corolla Author(s): Salmon. Milberg AR Publication Date: 05/08/1978 Revision Date: 06/01/1978 Product Type: Case (Field) Abstract: Focuses on advertising for warehouse stores. Retail industry Subjects: Agribusiness. Aimee L. Smith. Mulani. Author(s): Fournier. 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. Retail industry. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Advertising. recommends zeroing in on the worst counterfeiting offenders. the company should increase its retail presence in countries where it is plagued by fakes. John A. Cummings. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. Candace S. bypassing three layers of distribution. breached the license and eroded the brand through its own strategies and practices. The countersuit further claimed that CKI had. Giorgio. and pushed online vendors to stop selling fakes. Industry Setting: Retail industry. Distribution. invested in technology that will help distinguish his products from look-alikes. Legal aspects of business. and Bronson is hell-bent on stopping them. The foundation for any good defense against counterfeiters. Retailing Length: 31p Supplementary Materials: Teaching Note. Information systems. its CEO. choosing manufacturing partners carefully and Customer Service Department • 60 Harvard Way • Boston. Inc. he says. Jessica Publication Date: 11/19/2002 Revision Date: 12/20/2002 Product Type: Case (Library) Abstract: On May 30. 4p.Marketing Callaway Golf Co. Merrick "Rick". Taggart. 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.. Combining the use of overnight air freight (Federal Express). Food industry Gross Revenues: $3 million sales Subjects: Advertising. J. N. 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. 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. Giorgio Brandazza.. quality assurance.. delivery and physical distribution. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. these officials can more easily sniff out illegal activity. Regina Fazio Publication Date: 09/01/1994 Product Type: Harvard Business Review Article Abstract: In this fictional case study. That means. Marketing management Length: 9p CMR212 Title: Can Selling Be Globalized?: The Pitfalls of Global Account Management Author(s): Arnold. Merrick "Rick" Taggart. Paul F. prohibit products from going anywhere but outlets the company trusts. these officials can more easily sniff out illegal activity. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. Toulan. suffer falling prices. if the company frequently communicates with them about ports of entry and consignee and consignor data.. is instituting tight controls over the company's supply chain and distribution process. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . A resource Ruffin should take advantage of. A resource Ruffin should take advantage of. says Candace S. Narendra P Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. He has hired top-notch investigators to track down the criminals.. All of that has cost a lot of money. He has hired top-notch investigators to track down the criminals. among other things. Globalization. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 10/30/10 69 77511 Title: Can Marketing and Manufacturing Coexist? Author(s): Shapiro. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. Caroline Portal knows that La Shampoo Customer Service Department • 60 Harvard Way • Boston. recommends zeroing in on the worst counterfeiting offenders. J. Counterfeits of his company's adventure gear and clothing are on the rise. Mulani. general counsel of VF Corporation. Cummings. new product introduction. the company should increase its retail presence in countries where it is plagued by fakes. fought a similar battle as an executive at Calvin Klein. Drawing on field and survey research among global account managers. prohibit products from going anywhere but outlets the company trusts. a professor at SDA Bocconi School of Management. instead. says Candace S. invested in technology that will help distinguish his products from look-alikes. production scheduling and short-range sales forecasting. and the problem seems to be getting worse. Sales management. Sales strategy Length: 14p 94508 Title: Can This Brand Be Saved? Author(s): Maruca. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p R0810X Title: Can Knockoffs Knock Out Your Business? (HBR Case Study) Author(s): Nunes. initiatives in customer relationship management. The foundation for any good defense against counterfeiters. For one thing. Candace S. and the problem seems to be getting worse. and adjunct services. he says. often internecine. The foundation for any good defense against counterfeiters. Taggart. Cummings. the company should increase its retail presence in countries where it is plagued by fakes. J. driven by increasing customer power. he says. between its marketing and manufacturing functions. for example. fought a similar battle as an executive at Calvin Klein. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. Subjects: Customer relations. Cummings. cost control. choosing manufacturing partners carefully and having strict contracts with distribution partners that. among other things. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. Giorgio. That means. if the company frequently communicates with them about ports of entry and consignee and consignor data. David J. however. Publication Date: 09/01/1977 Product Type: Harvard Business Review Article Abstract: Every manufacturing company experiences conflict. for example. breadth of product line. J. and build strong relationships with consumers. Benson P. A number of managerial guidelines are suggested for a strategic approach toward global customer management and an effective implementation of global account management programs. showcase its products in distinctive ways. is instituting tight controls over the company's supply chain and distribution process. recommends zeroing in on the worst counterfeiting offenders. showcase its products in distinctive ways. and Bronson is hell-bent on stopping them.Marketing having strict contracts with distribution partners that. Brandazza. Subjects: Manufacturing. Paul F. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p R0810A Title: Can Knockoffs Knock Out Your Business? (HBR Case Study and Commentary) Author(s): Nunes. however. president of Victorinox Swiss Army in North America. prohibit products from going anywhere but outlets the company trusts. For one thing. invested in technology that will help distinguish his products from look-alikes. for example. and pushed online vendors to stop selling fakes. Customer retention. the authors highlight a number of ways in which vendors can fail to reap the benefits of global customer relationships and. All of that has cost a lot of money. a professor at SDA Bocconi School of Management. Counterfeits of his company's adventure gear and clothing are on the rise. Narendra P. Birkinshaw. Merrick "Rick" Taggart. choosing manufacturing partners carefully and having strict contracts with distribution partners that. Mulani. and pushed online vendors to stop selling fakes. and build strong relationships with consumers. general counsel of VF Corporation. is customs and border patrol officers. Julian M. and Bronson is hell-bent on stopping them. and the design of customer-centric organizations. Merrick "Rick". Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. president of Victorinox Swiss Army in North America. Giorgio Brandazza. is customs and border patrol officers. This article questions the wisdom of rapid adoption of global account management by vendor companies.

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

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

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

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

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

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

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

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

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

International marketing. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. John A. Supplement (Library). Shapiro. (508064). Europe. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Customer Service Department • 60 Harvard Way • Boston. However. Provides students with the perspective of transfering agribusiness technology from one country to another. Inc. 4 min.. Winig. New product marketing. Vincent N. Customer relations. Quelch. It is organized by products and market types.. Suppliers Length: 6p Supplementary Materials: Teaching Note. Youngme Publication Date: 08/31/2001 Product Type: Color Case Abstract: Charmed Technology. Video. Thus. Rajiv. Marketing strategy Length: 27p NEW 590024 Title: Charlestown Chemical. (590094). 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. . (590085). a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers. by Benson P. Product introduction. it will have to fire a significant number of engineers because of budgetary constraints.. Product lines Length: 20p Supplementary Materials: Supplement (Library). Quelch. 7p. Financial services. Kiron. Expansion. Author(s): Corey. if Charmed decides to hire a marketing team. Benson P. (508064). Negotiations. Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Subjects: Innovation. 11 min. 5p. CEO Alex Lightman is unsure whether this makes sense. 11 min. England and J. 590086 Title: Chase Manhattan Bank (C): The Individual Bank Author(s): Shapiro. 590085 Title: Chase Manhattan Bank (B) Author(s): Shapiro. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. Video. Benson P. by John A. (9-509-703). Willis. Geographic Setting: Asia Industry Setting: Poultry & egg production Subjects: Agribusiness. David Publication Date: 11/26/2001 Product Type: Case (Field) Abstract: As the financial services industry converges. China. Shapiro. Test market results facilitate discussion of advertising objectives. especially China. by John A. 20p. Given that the CharmIT is still a first-generation product. The bank is very large with a broad. Video. and performance measures. position its brand? This case presents elements of the company's overall brand strategy-including brand assets.. it doesn't even have a VP of marketing or sales yet. (9-509-704). Interdepartmental relations. 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. Advertising strategy.. Geographic Setting: Europe Industry Setting: Commercial banking. Purchasing. Pricing. Raymond Corey 502012 Title: Charmed Technology Author(s): Moon. Marketing planning.: The "Talk to Chuck" Advertising Campaign Author(s): Quelch. International banking. wearable computer for consumers.B.: Introducing a New Brand Author(s): Lal. choice of target audience. Interdepartmental relations. (509701). International business. 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. 10/30/10 Southeast Asia Length: 22p 79 590084 Title: Chase Manhattan Bank (A) Author(s): Shapiro. Landendorf. Video. A rewritten version of a case by W. how should Charles Schwab. This case introduces Spain and its market opportunities as well as the Chase. 9p. (590025). Customer relations. CA Industry Setting: Financial services Gross Revenues: $5.00 Supplementary Materials: Teaching Note. Benson P. (509702). it is difficult for the Chase to develop and execute a coherent strategy in a geographical area. by Benson P. by E. complex product line. Customer service. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Banking industry Subjects: Commercial banking. 4 min. Inc. message strategy. Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) Abstract: Involves price negotiation and reciprocity. Shapiro. widely known as a discount brokerage firm. Brand management. Geographic Setting: Spain. 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. Ray A. (590094). Indeed. The company has no marketing team. by John A. The series explores the jurisdictional difficulties in mobilizing the Chase's strength.8 billion revenues Subjects: Advertising campaigns.. by John A. Quelch. Quelch 507005 Title: Charles Schwab & Co. International banking. and media message. by John A. Includes color exhibits. Quelch. Geographic Setting: San Francisco. 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. Product lines Length: 24p Supplementary Materials: Supplement (Field). The "CharmIT" is being billed as the world's first affordable. Europe. Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Chemicals. by John A. 9p. Technology Length: 23p 593049 Title: Charoen Pokphand Group Author(s): Goldberg. Communication strategy. Quelch Year New: 2007 502020 Title: Charles Schwab Corp. has just released its first product. media selection.Marketing List Price: $150. 7p. International business. E. by Benson P. Must be used with: (590084) Chase Manhattan Bank (A).

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. but he hears as many approaches as there are people in the room. firms like Flynn Fuller must sell themselves again to GloBank. has worked on projects for financial services giant GloBank.95 Year New: 2007 554006 Title: Consolidated Drugs. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training.. Customer Service Department • 60 Harvard Way • Boston. Market segmentation. Jeff Patterson's firm. Emphasizes the importance for marketing managers of understanding what consumer needs are. Flynn Fuller Consulting. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. Thomas J. Van Berkel. Vulnerability. and Future Affects Consumer Thinking. Frank Maloney III. Jeff pulls together a team to make the case. Christopher H. Inc. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. Peter. looking for places to cut. how consumers make decisions and what their buying and usage behavior is like. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Peter. Klein. Frank Maloney III. looking for places to cut.. Bane. has worked on projects for financial services giant GloBank. and Well-Being Affects Consumer Thinking. Bill Holland. Worse. Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). Now Jeff's contact. Robert. Jeff Patterson's firm. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Jeff will have just one hour to try to sway Maloney. Intended to supplement case materials in an introductory case-oriented marketing course. Maloney has been examining GloBank's bottom line. Brought in to restore profitability. Author(s): Raymond. has worked on projects for financial services giant GloBank. William P. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 10/30/10 98 (HBR Case Study) Author(s): Buday. William P. Jeff Patterson's firm. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. and Other Boundaries Affect Consumer Thinking. Jeff pulls together a team to make the case. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Spanish Version Author(s): Deighton. H. (4460BC) Control: How the Sense of Mastery. Now Jeff's contact. which means that division presidents like Bill must justify major consulting projects. but he hears as many approaches as there are people in the room. 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. Worse. 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. Stone. Tom. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. it's a defense of Flynn Fuller's continuing added value. He must decide how to reallocate the territories. Pharmaceuticals. H. or his client will disappear. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. The new CEO wants to slash GloBank's extensive use of consultants. Tom. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Brought in to restore profitability. Stone. Worse. Jeff will have just one hour to try to sway Maloney. 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. Present. firms like Flynn Fuller must sell themselves again to GloBank. Industry Setting: Consulting firms Subjects: Financial services. it's a defense of Flynn Fuller's continuing added value. Marketing mixes.. Exclusion.C. Marketing planning. it's a defense of Flynn Fuller's continuing added value. Bane. which means that division presidents like Bill must justify major consulting projects. Geographic Setting: New York. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. Jeff pulls together a team to make the case. or his client will disappear. HBR Case Discussions. (4457BC) Container: How Inclusion. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Performance appraisal. but he hears as many approaches as there are people in the room. The new CEO wants to slash GloBank's extensive use of consultants. Fournier. or his client will disappear. Maloney has been examining GloBank's bottom line. Van Berkel. Maloney has been examining GloBank's bottom line. Management of change. firms like Flynn Fuller must sell themselves again to GloBank. Flynn Fuller Consulting. rather. Brought in to restore profitability. Sales compensation. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Jeff will have just one hour to try to sway Maloney. 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. Borden NH Jr. Klein. Bill Holland. rather. Flynn Fuller Consulting. looking for places to cut. Bill Holland. Now Jeff's contact. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Subjects: Consumer behavior. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). John. rather. H. Robert.Marketing Meeting of Past. The new CEO wants to slash GloBank's extensive use of consultants. which means that division presidents like Bill must justify major consulting projects. Frank Maloney III.

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

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

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

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

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

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

S. gets 30% of the market in Canada. designed to smooth the peaks and valleys of demand and reduce the costs of distribution. Great marketing is not only cost effective. when illustrated with snappy circle-andarrow graphics.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. business credit card processing. Robert S. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industry analysis. Cott. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers.Marketing Pricing Length: 10p List Price: $6. Stephen A. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. by David E. Daniels. one of the major players in the wholesale club industry. Marketing strategy. by Stephen A. 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.S. Council Author(s): Greyser. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising. Retailing.S. Alan R.. MA. and eventually consumers. Subjects: Customer relations. Consumer 10/30/10 105 marketing. CRM allows a company to identify customers. $40). Author(s): Bell. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. Teopaco. Industry Setting: Advertising industry. which generated $22 billion in 1997 selling products in bulk.: Private Label in the 1990s Author(s): Goldberg. especially in these days of media fragmentation.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. Software industry. Marketing strategy Length: 3p List Price: $4.A.. Teopaco F0511C Title: Crap Circles Author(s): Morse. 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. Wholesaling Length: 21p Supplementary Materials: Teaching Note. 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. One result has been an increase in consumer and trade promotion. 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. Canada. the survey myopia myth.. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola. Leamon. Geographic Setting: Boston. John A. Retail industry Subjects: Advertising. 7p. John L.. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. Walter J. Canada. real estate services--in exchange for a higher annual fee ($100 vs. break-out-of-the-clutter marketing programs directed at priority markets. Subjects: Market research. has developed a new class of membership that offers discounted services--auto.. the sophisticated researcher myth. Look closely. United States Industry Setting: Accounting firms. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. Ray A. Customer relationship management (CRM) is markedly different from past marketing strategies. the technology behind CRM. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55. Inc. 12p. Nonprofit organizations. Sales promotions Length: 8p 594031 Title: Cott Corp. (591067). Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell.S. to whom. David E. but will bring silos together. health. John L. Marketing management. and you'll see that many of these diagrams are full of it. Kaplan. and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco. Brands. (599088). Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: Many small businesses and nonprofit organizations avoid doing marketing research because they have at least five misconceptions about it: the big decision myth. the big bucks myth.made apparel products. Retailing. How does it move into the U. retailers. This article covers the basics of CRM and includes sidebars on CRM metrics. and customize some aspect of its products or services to meet those customers' needs. Extensive research information from consumers and retailers is available to assist the executives. Salmon. and a discussion of what kinds of companies should be using CRM. But many trade promotion practices are costly to manufacturers. and home insurance. Quelch. Small business Length: 5p 599041 Title: Costco Companies. A three-year $40 million campaign is planned. textile/apparel industry convince consumers and retailers to buy U. Textiles Length: 25p Supplementary Materials: Supplement (Field). even smart.. Robert D. interact with them.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. though. They suggest a policy called "everyday low purchase price". The case poses two questions: 1) how should the new membership be marketed. Services. differentiate them in terms of their needs and value. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Marketing management. and the most research is not read myth. Greyser. 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.

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

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

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

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

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

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

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

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

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

does Atida need a new way to deal with unhappy customers? Tom Farmer. 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. companies have to respond fast if they want to preserve their positions. Publication Date: 05/01/1986 Product Type: Harvard Business Review Article Abstract: The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate. which products will benefit from the economies or efficiencies of standardization. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). Subjects: Cross cultural relations. International marketing. Subjects: Marketing management." 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. Sangman 10/30/10 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. a social network company in Korea. and how standardization will vary from country to country. which products won't fight cultural barriers. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service. what trade-offs will result from standardizing various elements of the marketing mix. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Direct marketing. Streaming. Product development. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. For some products. It's a way to turn marketing into a collaborative process. procedural. 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. Barak Libai. John A. and interactional--thus increasing their desire for revenge. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. Electronic commerce Length: 2p List Price: $4. it makes sense to use a step-by-step approach that breaks the development task into smaller.Marketing and take his case to the court of public opinion. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them.. a leading mobile service provider in Korea. and $15 million from advertising. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. of Centenary College. it may be better to develop a hybrid product. Among the risks: the novelty of permission-based marketing may soon wear off. (1-279-1). Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. 19 min. Edward G. etc. had to decide how to create and capture value from his rapidly growing user base. Spanish Version Author(s): Quelch. more manageable steps. Multinational corporations Length: 11p Supplementary Materials: Case Video. of Georgia Tech. But being fast to market is no advantage if the product isn't right.. Product introduction. In the Internet age. much like banner ads.. She offers as an example a Lexus rep who drove 80 miles to deliver $1. The key to a successful program is establishing and keeping your promises to the customer. Pricing." Industry Setting: Advertising industry Subjects: Advertising. Quelch. International marketing. the best plan is to acquire the needed technology or to exit the market completely.000 to a stranded Lexus owner whose purse had been stolen. Hoff. A better approach is to determine what the entry risks and opportunity costs are. Marketing mixes. of Tel Aviv University and MIT's Sloan School. and Internet service providers may begin to block messages that look like spam. Conley. Edward J. and Chris Martin. 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. Nate Bennett. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. By 2007.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. At other times. Han. the new CEO of Cyworld. For others. John A. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. "Taking Permission One Step Further. 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. by John A. and then use the appropriate strategy plotted on the product development map. 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. Sunil. John A.). Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. virtual gifts. 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. $15 million from mobile networking. Conley. Includes the sidebar entitled. Stephen A. managers should consider their companies' overall business strategy.

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

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

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

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

Dell must 10/30/10 120 make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. 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.. plays a key role in the design positioning and pricing for the product line. Dell Corp. Bell. V. (596098). Farhoomand. Customer relations. Kasturi Rangan.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. has achieved phenomenal growth. May be used with: (502022) Dell--New Horizons. Electronic commerce.Marketing look at how Dell Computer Corp. The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced. Bell. Internet Length: 27p Supplementary Materials: Teaching Note. this unit represents the voice of the customer in the product development and marketing process. Bell. V. and by 2000 had topped $25 billion in sales and over $2 billion in net income. Jacquelyn S. Marketing strategy. Bell. by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas. workstations. Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan. Kasturi. Marie Bell 503S30 Title: Dell--New Horizons. Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational. the PC industry's average 30-year growth rate crashed to a negative 10%. Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996. Market selection Length: 29p HKU682 Title: Dell: Selling Directly. announced the return of Michael Dell. Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. Ng. Distribution channels. Kasturi. V.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry. Kasturi. Market positioning. Electronic commerce. Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007. by V. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online.7 billion revenues Subjects: Computer industry. and by 1997 had achieved a sales rate of $3 million a day. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. 8p. Kasturi. called the Center for Competence. Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. Market positioning. Dell Inc. strategic. 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. replacing Kevin Rollins in providing dayto-day leadership to the troubled PC Customer Service Department • 60 Harvard Way • Boston. (503040). V. Hong Iris. Distribution channels. Product portfolio management Length: 22p 502S31 Title: Dell Online. Growth management. 16p. Spanish Version Author(s): Rangan. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. International marketing. its founder. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984. by V. the PC industry's average 30-year growth rate crashed to a negative 10%. Growth management. In the fourth quarter of 2000. and servers on storage products for a broad cross section of customers in the United States and worldwide. Direct marketing. 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. International marketing. In many respects. 19p. A unit within Dell. to the position of CEO. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Presents data on the tradeoffs that the product developers must make with regard to the weight. Globally (2007) Author(s): Wang. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7.7 billion revenues Subjects: Computer industry. Direct marketing. Spanish Version Author(s): Rangan. Market selection Length: 24p Supplementary Materials: Teaching Note. Product development. workstations. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan. 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. In the 4th quarter of 2000. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. and hardware specifications of the potential new product. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. grew from a small start-up to a multi-billiondollar company in a decade. Ali. Kasturi Rangan. 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. however. however. and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. (598146). Rosenstein. and by 1997 had achieved a sales rate of $3 million a day. and servers on storage products for a broad cross section of customers in the United States and worldwide.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Altogether." Key issues are how to determine the effectiveness of these various motivators and. in a period of rising costs. 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. While complaints about the system have been relatively minor. Harvard Business. 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. (UV0324). Field Guide to Marketing offers a handy primer on today's marketing industry. Benson P.. Geographic Setting: United States Industry Setting: Home furnishings. business executives. These include sales contests. whether (and if so. and writers supplement the definitions. Marketing management. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople.: Compensation System for Field Sales Representatives Author(s): Cespedes.. business executives. Field Guide to Marketing offers a handy primer on today's marketing industry. 4308. Also included are profiles of well-known marketing companies and products. Inc. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Inc. recent market developments. $16. Stephen A. Subjects: Marketing implementation. The main section provides explanations of over 400 carefully selected marketing concepts and topics. and descriptions of some of the world's most influential advertising agencies. the competitive environment. Geographic Setting: United States Industry Setting: Home furnishings. videotape programs.Marketing them to work through the pricing and profit implications of that analysis.95. 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. Geographic Setting: United States Industry Setting: Home furnishings. Altogether. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. Also included are profiles of well-known marketing companies and products. Inc. Myriad quotations from recognized scholars. Marketing strategy Length: 208p List Price: $29. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills. (C) Author(s): Shapiro. Frank V. Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 10/30/10 148 Mills. Sales management. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Provides information about the industry. Benson P. Marketing strategy Length: 208p List Price: $16.. thereby increasing its complexity. Robert F. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. and descriptions of some of the world's most influential advertising agencies. Davis. a manpower development program. sales meetings. Benson P. Myriad quotations from recognized scholars. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation.J. Sales promotions. where) to cut back on these motivators.J.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. Also includes a section on the bed and bath fashion industry. and a miscellaneous category described as the "method of doing business. 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. Davis. Inc. Davis. N. Sales promotions.J. N. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills. Sales compensation. Marketing management. Marketing management. by Ronald T. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. A paperback version is available: Order No. Sales compensation. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. 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. (B) Author(s): Shapiro. and writers supplement the definitions. Marketing organization. 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. Sales management. Sales management. 6p. salesletters. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser.. N. 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 1973.95 575002 Title: Fieldcrest Division of Fieldcrest Mills. Subjects: Marketing implementation. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills. and the details of the compensation plan as well as comments by managers and salespeople. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Young. Inc. (A) Author(s): Shapiro. (B) and (C).

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

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

Consumer marketing. Salmon.S. are facing increasing costs of doing business. Author(s): Quelch. 25p. Supermarkets Length: 11p Supplementary Materials: Teaching Note. and profitability. (591036). quality assurance. General Motors. by Melvyn A. Must be used with: (589001) Ford Motor Co. Jha. Yet Flying J is considering whether to increase its price of diesel fuel. Food industry Subjects: Agribusiness. International marketing. America's third largest industrial organization.: The Product Warranty Program (A) Author(s): Menezes. Quelch 589001 Title: Ford Motor Co. Competition. Teaching Note. Geographic Setting: United States Industry Setting: Food industry. but also for several departments (such as manufacturing. Kasturi. yet they remain one of the most popular ways to gather information about a market. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising. Market research Length: 2p List Price: $4. (589057). V. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .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. Russia. Sharp.: The Product Warranty Program (A). in response to a sharp drop in its market share. Ford Motor Co. by Melvyn A. they have to be done right.. Supermarkets. Marketing strategy. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382.J.J. Marketing management Length: 24p 583018 Title: Food Ranch.J.J. 2p. (591036). Health. Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell. parts and service. which. Rohit. entrepreneurial company. is rethinking its growth strategy as the economy goes into a recession. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch. United States Industry Setting: Retail industry Subjects: Consumer marketing. To provide actionable information. makes a dramatic change in its warranty policy. by Melvyn A.7 billion revenues Subjects: Automobiles. has entered the Russian food retailing industry.300 Gross Revenues: $62. Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U. Also raises several exciting issues concerning the role of product policy in competitive battles. interfunctional coordination issues.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan. Nonprofit marketing. Social change. Ford has to decide how best to respond to this change. Robert J.J. (583056). 9p. and some ethical issues. Retail industry Subjects: Advertising. Competition. Menezes 903A05 Title: Ford Windstar Author(s): Fisher. costs. 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. Product planning & policy Length: 2p Supplementary Materials: Teaching Note. Geographic Setting: Moscow. Distribution." Subjects: Management communication. David J. Publication Date: 05/17/1989 Revision Date: 06/15/1990 Product Type: Supplement (Field) Abstract: Raises some exciting issues concerning the role of product warranty as a strategic marketing tool. Ethics. Subjects: Management of change. Inc. Ford executives realize that their decision will have implications not only for sales.. Its major customer base. and extended service plans) and their dealer network. "Support Communications--And Don't Stop at the Top. Merchandising. with the help of both Russian partners and the SuperValu Corp. Satish Publication Date: 12/02/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Customer Service Department • 60 Harvard Way • Boston. Melvyn A. product line issues. Melvyn A.Marketing 508074 Title: Flying J Author(s): Deshpande. 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. The Harris Group. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively. Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin. 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. owner-operated truck drivers. Menezes 589057 Title: Ford Motor Co. Industry Setting: Automotive industry Subjects: Automobiles. Walter J. Ethics.. Food. Industry Setting: Agribusiness.. 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. Product planning & policy Length: 18p Supplementary Materials: Supplement (Field).. This article provides tips for getting real benefits from focus groups. John A. Marketing strategy. James E. Menezes. 25p. Inc. by John A. Karim. Barley.. Accompanying the article is a sidebar. Starr. David E. Kirsten D.: The Product Warranty Program (B) Author(s): Menezes. Flying J. Highlights one small..

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

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

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

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

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

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

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

NY Industry Setting: Consumer products.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. Teaching Customer Service Department • 60 Harvard Way • Boston. 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. while others refused to give in and maintained a fixed-price policy. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. Pharmaceuticals. Some yielded to the pressure and offered greater discounts. European retailers drove the creation of a universal production standard based on Good Agricultural Practices (GAP) for fresh fruit and vegetables and a third-party certification system to monitor compliance. GOME faced the new challenge of tuangou. Gallardo's products and advertisements ended up spurring significant growth in the market. livestock. and seasonings for Latin American dishes--were sold primarily in the southwestern United States. and aquaculture.Marketing 189118 Title: GI Wars: Tums vs. This chapter introduces five routes to gaining credibility and buy-in for initiatives. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger. By 2008. They would put relentless pressure on retailers and would press for greater discounts. The case reviews the brand strategies for both Tums and Rolaids. and Poland. Over 90. Looking ahead. the GLOBALGAP standard had expanded to cover coffee. Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. Laidler. Marketing strategy.. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3. competition. its CEO decided to invade Mexico.. GLOBALGAP's board and management were discussing a number of questions. or group purchase. 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. Industry Setting: Agribusiness. 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. Regina E. Lee. Clayton M. Spanish Version Author(s): Quelch. In order to amass bargaining power to demand discounts from retailers. Agriculture industry. Its success stemmed from its low-margin. Without mutual respect. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. including: should GAP include environmental and social aspects beyond food safety. Food supply industry. Shelman. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. tea. some only entertained tuangou that had been pre-arranged and/or preregistered. 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. Benedict. indicates other and potential consumer antacids. 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. Argentina. Benjamin. with 259 traditional stores and 4 digital stores by 2006.5 billion sales Subjects: Competition. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice. 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. consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. When the company had saturated that geographical market. 7p. by Benjamin Yen. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. Gallardo's is a privately held firm whose products-salsas. 10/30/10 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. and generally reviews recent changes in FDA and consumer attitudes on drugs. Forestry. but most of the growth was captured by its primary competitor. Richard L. 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.000 producers in 87 countries had been certified. high-volume strategy. and margins. progress on crosssilo issues will be slow. It was up to GOME to determine how best it could deal with this new phenomenon. products. (HKU616). 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. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. Geographic Setting: New York. without an atmosphere where silos include or seek out the CMO's team. In 2006. David E. which was complemented by its striving for service quality and innovation. John A.. founded by Wong Kwongyu. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . what was GLOBALGAP's role outside of Europe. Explores the differences and similarities between the countries in terms of consumers. sauces.

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

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

Merchandising.: Major Appliance Business Group (B) Author(s): Quelch. Strategic market planning Length: 27p Supplementary Materials: Teaching Note. Collins NA Publication Date: 03/04/1985 Product Type: Case (Field) Abstract: Summarizes the manufacturing process and human resource changes associated with the implementation of Project C. Consumer marketing. Appliances. Raymond. Bates 10/30/10 162 585054 Title: General Electric Co. Cynthia A. John A. It is anticipated that this new approach will result in retail advertising which would be better coordinated with the firm's overall communications objectives. Market research. Planning Exercise Author(s): Cady. (585009). Cooperatives.. Consumer marketing. Market analysis. Distribution Channels for Consumer Aftermarket Motors Author(s): Corey. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances. by John A. Six new models are scheduled for introduction including GE's first Permatuf C dishwashers and three secondgeneration electronic machines. 13p.. 13p. Raymond Corey 585053 Title: General Electric Co.P. 16p. a $28 million investment to overhaul GE's Louisville dishwasher assembly plant. (588008). Human resources management. and the relative expenditures for each. Sales promotions Length: 17p 582031 Title: General Electric Co. Multinational corporations. Marketing strategy.: Major Appliance Business Group (D) Author(s): Quelch. John A. including new advertising executions and Customer Service Department • 60 Harvard Way • Boston. 35p. by John A. Industrial markets. Marketing management. Currently GE is the market leader. John F. to electrical wholesalers (who in turn sell to repair shops). Cynthia A. The proposal includes a change from steel to plastic tub material. Cady 587157 Title: General Electric Co.: Component Motor Operation. if any. John A. Distribution.: Clock and Timer Market Strategy. Quality control Length: 7p 585055 Title: General Electric Co. (586161). Publication Date: 05/11/1987 Revision Date: 1