Marketing

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Management must frame a response. Henderson. (588076). Advertising media. Market research. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous. 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.. Industry Setting: Information services Subjects: Customer relations. Author(s): Cespedes. Electronic commerce. John. the customizer. Sales promotions Length: 23p Supplementary Materials: Teaching Note. Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy. Marketing strategy Length: 2p List Price: $4. guiding the customer through a transaction. Wilson. and a prime focus of the battle will be among distributors. Electronic commerce. by John Deighton 508033 Title: Alltech. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. Sales strategy Length: 2p 585159 Title: Allied Van Lines. the real pay dirt here is the customer. IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns. Trucking Length: 44p 586046 Title: Alloy Rods Corp.S. Publication Date: 04/29/1986 Revision Date: 05/31/1989 10/30/10 13 Product Type: Case (Field) Abstract: In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most profitable market segment. and lock-in have been employed principally in studies discussing technology standards. 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. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.com: Marketing to Generation Y Author(s): Deighton. exploiting technology to bring together different businesses and services to meet customer needs. Ellen R. David Y. NY Industry Setting: Apparel industry.. Geographic Setting: New York. Shelman. Hattemer. and 2) the key to making money on the Internet is to focus on customer relationships. Internet.. Internet. tailoring a product to the individual consumer. Air freight service. including foods and beverages. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies.com retails clothing to teens by catalog. Paul F. Although the concepts of path dependency. a single site can offer many different transaction methods. Consumer marketing. Stephen A. Cespedes 500048 Title: Alloy. 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. not on technology for technology's sake. Subjects: Electronic commerce.. there are two potentially enduring truths: 1) the Internet allows unprecedented. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign. David E. Argues that the U. 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). Mary Publication Date: 12/12/2007 Customer Service Department • 60 Harvard Way • Boston. Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing. 12p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Diane. Inc.. Marketing management.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi. Now. Frank V. The overarching theme is that technology is only a tool. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels. reaching customers through participation in an organization of electronic communities. and the coordinator or architect. Stack. Author(s): Greyser. Geographic Setting: Chicago. Marketing implementation. Kambil. 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. (501043).. Extensive consumer research provides a basis for formulating creative and media decisions. McWilliams.Marketing general. As a result. bland-tasting beer may have been largely derived not from an efficient. Alloy uses a Web site to convert prospects and build community. market-clearing equilibrium. switching costs. Internet. Market structure.. Martin H. direct access to individual customers for business. and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. with the Internet. as well as determining the advertising budget. the community participant. 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. most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. 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. Entrepreneurship.naturally Author(s): Bell. Information services. Distribution planning. these ideas may be usefully extended to consumer branded products. 10p. Caroline M. Marketing management Length: 14p Supplementary Materials: Teaching Note. by Frank V. but from a series of interesting historical processes and events. Industrial markets.

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

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

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

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

Paul. Geographic Setting: Cambridge. Market selection. When deciding to buy.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel.com Author(s): Moon. Inundated by fakes and sophisticated counterfeits. According to a number of metrics. Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product. However. 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. They would rather buy something real from someone genuine rather than something fake from some phony. the professional audio market. Farris. Phony. has invented a breakthrough audio invention. people increasingly see the world in terms of real or fake. consumers judge an offering's (and a company's) authenticity as much as--if not more than--price. and crafting and implementing business strategies for rendering authenticity. Gilmore. " appealing to the five different genres of authenticity. Disingenuous. by Adrian B. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. (899A09). 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. Joseph Pine II argue that to trounce rivals companies must grasp.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. Product positioning Length: 22p 99A009 Title: Augat Electronics. Do your customers use any of these words to describe what you sell--or how you sell it? If so. welcome to the club. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon. In addition. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2. the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it. it is the online leader in this category. Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei. Gilmore and B. 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. Pine. Inc. He must now decide how to commercialize the technology. Joseph. and excel at rendering authenticity. and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. and the home audio market. a major new U. Inauthentic. Adrian B. Information age. Subjects: Advertising strategy. Pricing. manage. Product development. Publication Date: 06/11/1999 Revision Date: 02/02/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Augat Electronics. Author(s): Ryans. Customization. Electronics industry Subjects: Innovation. 9p. The company has launched several new services and is now seeking to reposition itself in the market. Phony. Joseph. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine. people increasingly see the world in terms of real or fake. Through examples from a wide array of industries as well as government. Autobytel is struggling to accelerate revenue growth. raising questions about the long-term viability of Autobytel's purchase referral model. Geographic Setting: Irvine. MA Industry Setting: Audio equipment industry. Information technology.Marketing mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. quality. II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived. Distribution Customer Service Department • 60 Harvard Way • Boston. "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal. In "Authenticity. CA Industry Setting: Internet & online services industries. II. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. and availability. Cross. Marketing strategy. nonprofit. B. education. Inc. Customer relations. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. a graduate student at the MIT Media Lab. a number of competitors have sprung up. This article classifies existing approaches to creating attractors. this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. or how you sell it? Inundated by fakes and sophisticated counterfeits. charting how to be "true to self" and what you say you are. and religious sectors. While the line was being developed. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. identifies four basic types of attractors. He has narrowed down the commercial possibilities to four markets: the autosound market. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. James H. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly.. Inauthentic. B.. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26.95 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. Do your customers use any of these words to describe what you sell. The new Augar connector product appeared to offer customers significant economic benefits. Paul W." James H. New product marketing. Disingenuous. the interactive kiosk market.S.

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

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

2p. (503093). Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. Personal selling. Phil Publication Date: 02/01/2002 Product Type: HBR OnPoint Article Abstract: Customer relationship management is one of the hottest management tools today. It isn't. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43.000 Gross Revenues: $5. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. Market segmentation Length: 11p List Price: $6. Personal selling. which are then supported by the technology. Customization. Product introduction Length: 14p 503016 Title: Avon.Marketing Subjects: Customer relations. by E. direct selling. Machinery.com (A).. Product introduction Length: 14p Supplementary Materials: Teaching Note. Frederick F. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes BASF's corporate advertising program in the United States. Market segmentation Length: 8p 8946 Title: Avoid the Four Perils of CRM (HBR OnPoint Enhanced Edition) Author(s): Rigby.com (A) Author(s): Godes.com (B) Author(s): Godes. with its representatives. This article looks at best practices in CRM at several companies. GE Capital. 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. Executives began to make longrange plans for production and marketing.. CRM is the creation of customer strategies and processes to build customer loyalty. by David B. 14p. Sales management. E. Pricing strategy. it is now considering whether it should sell directly to the consumer. 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. Customer retention. Godes. E. Subjects: Marketing management. and between the representatives and their customers. Market share. Godes NEW 593021 Title: BASF: Corporate Advertising for 1992 Author(s): Greyser.com (A). Pricing strategy. at more than 200 companies in a wide range of industries. Sales compensation. Machinery. Product design. A rewritten version of an earlier case. Yet. Author(s): Corey. Klein. Spanish Version Author(s): Godes. Author(s): Corey. let alone how much it will cost or how long it will take. Sales management. 14p. Executives began to make longrange plans for production and marketing. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. They've found that CRM backfires in part because executives don't understand what they are implementing. Customer Service Department • 60 Harvard Way • Boston. Product design. The company's independent representatives number 500. 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. with its representatives. Subjects: Customer relations. by David B. Must be used with: (503016) Avon. Teaching Purpose: Sales force management.50 590022 Title: Avon Co. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. Rather. Sales organization. (503093). Darrell K.000 in the United States alone. there seems to be potential for the web to help them grow their business in new and different ways. both successful and unsuccessful. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Loyalty. David B. Stephen A. Customization.7 billion revenues Subjects: Marketing management. Loyalty. Market share. Customer service. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. it is now considering whether it should sell directly to the consumer. Sales management. Sales compensation. 14p. Reichheld. and between the representatives and their customers. 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 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. there seems to be potential for Avon to grow their business on the web in new and different ways.. Raymond Corey 503039 Title: Avon Corp. Godes NEW 505S12 Title: Avon. The company's independent representatives number 500. by David B. (503041). (590023). Customer service. Personal selling. Grand Expeditions. Sales compensation. 10/30/10 30 Sales strategy Length: 15p Supplementary Materials: Supplement (Library). Teaching Note. However. Square D. and BMC Software. Industry Setting: Electronic test & measurement. Customer retention.000 in the United States alone. What benefits might Avon reap from using the Web to improve its relationship with its customers. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers. Internet.7 billion revenues Subjects: Marketing management. Sales strategy Length: 2p Supplementary Materials: Teaching Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Sales organization. Includes color exhibits. But more than half of all CRM initiatives fail to produce the anticipated results. David B. Sales organization. Schefter. David B. 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. including the New York Times Co. Sales strategy Length: 15p 503041 Title: Avon. Yet. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43.000 Gross Revenues: $5. However. Industry Setting: Electronic test & measurement.

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

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

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

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

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

(391222). Subjects: Commodity markets. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. by John A. Product lines Length: 22p Supplementary Materials: Teaching Note. 13p. A rewritten version of an earlier note. Marketing planning. Holding companies. unit sales had fallen to 53. Bowman. (598075). Industrial markets. market. 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.. International marketing. Food processing industry. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . These firms know how and when to differentiate their products through innovation. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. 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. Marketing strategy. May be used with: (598032) Bayer AG (B). the better managed firms find a way to make money in the commodity cycle. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. International marketing. Automobiles. Pricing strategy. This note argues that while commoditization of an industry may seem inevitable. Marketing planning. BMW is attempting to revive its position in the U.000 from 88. Automobiles. 12p. Addresses market and lease analysis. John A. unit sales had fallen to 53. Negotiations. and customer partnerships. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. Leasing.5 billion net sales Subjects: Acquisitions. Marketing strategy. Geographic Setting: North America. 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. Real estate Length: 18p Supplementary Materials: Teaching Note. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan. and management of a financial partnership. In 1991..S. government after World War I. Richard E. 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. 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. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. Four generic strategies to avoid commoditization are suggested. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. then commoditization and decline. Geographic Setting: North America. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. Brands.900 Gross Revenues: $11. which gave Bayer one name worldwide for the first time since World War I. Robert J. Market analysis. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan. Root. Author(s): Quelch. 12p. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Brands.000 in 1987. William J. V. The new CEO of North America considers a multifaceted plan to turn around the situation. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). Richard E. by John A. Dolan 390113 Title: Bayside Author(s): Poorvu. Kasturi. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Poorvu. Geographic Setting: Boca Raton. by Robert J. Pricing strategy.900 Gross Revenues: $11.000 in 1987. Marketing mixes. (598075). 10p. Publication Date: 03/01/2007 Product Type: Harvard Business Review Article Abstract: A growing body of research conclusively shows that higher customer satisfaction leads to higher share prices. FL Industry Setting: Real estate Company Size: small Subjects: Financing. Inc. Four such strategic options are detailed and discussed. Subjects: Commodity markets. Bowman. and how and when to offer a "no-frills" product. John A. The new CEO of North America is considering a multifaceted plan to turn around the situation. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. Marketing mixes.Marketing of which were confiscated by the U.000 from 88.S. V. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992.5 billion net sales Subjects: Acquisitions. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Partnerships. and seek cost leadership. (594107). Consumer marketing. by William J. Christopher W. In 1991. Robert J. BMW attempts to revive its position in the United States market. Kasturi. Crum. Brands. Provides illustrations of firms who have successfully implemented each. 10/30/10 36 Industrial markets. Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Spanish Version Author(s): Dolan. service. negotiating tactics and strategy. May be used with: (598031) Bayer AG (A).

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

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

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

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

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

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

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

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

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

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

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

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

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

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

rather than stewards of brand essence. and symbolic. and Effective Resource Allocation. marketing managers need to consider factors that don't apply in domestic markets. Big World. psychological. (2599BC) Developing New Products and Services: The Marketer's Role. by David Wesley Year New: 2006 F00604 Title: Branded by the Past Author(s): Ettenson. It was the first U. and Development. driving a radically different approach to branding. NY Number of Employees: 255. 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. social. (2564BC) Creating a Marketing Plan: An Overview. 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. But many manufacturers have not fully recognized two important points in considering this threat. Marketing strategy. Subjects: Brand management. International marketing Length: 22p NEW 4857BC Title: Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt. privatelabel market share generally goes up when the economy is suffering and down in stronger economic periods. Subjects: NO SUBJECTS(KEYWORDS) 10/30/10 Length: 25p List Price: $6. Financial services. social.000 Gross Revenues: $92. manufacturers have reason to be concerned.95 Year New: 2006 51 503045 Title: Brands and Branding Author(s): Holt. Douglas B. Brands. Klein. Global Research Group. decisions must be made early and decisively to prevent damaging brand equity.. Consistency. is easy to buy and operate. When an Israeli refuses to buy a German car. Brands. Product positioning Length: 12p NEW 503S80 Title: Brands and Branding. Targeting. Jill Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: In a global economy. (2610BC) The Right Customers: Acquisition. New Challenge. (2629BC) Pricing It Right: Strategies. In this chapter. It's history. In a tense post-merger situation. Spanish Version Author(s): Holt. 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. which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 13p. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. manufacturers of brand-name products can have significant influence on the Customer Service Department • 60 Harvard Way • Boston.Marketing Industry Setting: Apparel & textile industries Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note. Applications. and is backed by customer service--and many products may fall into this category. psychological. Corporate culture. and investments under one umbrella. Consumer behavior. Consumer behavior. including Salomon Smith Barney and Primerica. (2645BC) Interactive Marketing: New Channel. Rohit. Marketing management Length: 1p 504023 Title: Branding Citigroup's Consumer Business Author(s): Deshpande. Douglas B. During completion of the merger. Four dimensions of the brand are described: economic. Publication Date: 11/15/2002 Revision Date: 03/11/2003 Product Type: Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Brands. International business. and Pitfalls. (2572BC) Competitive Analysis: Understand Your Opponents. Marketing strategy. (2580BC) Market Customization: Market Segmentation. or third in 177 of 250 supermarket product categories in the United States. second. Both entities historically had very different cultures. There are more private labels on the market than ever before. insurance. (2653BC) Marketing Across Borders: It's a Big. Private Labels: Fighting to Win Author(s): Quelch. Subjects: Brand management. They must assemble cultural knowledge. John A. for instance. Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses. Knoop. the issue isn't product quality. unit share of storebrand goods place first. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: To systematically build iconic brands. (2637BC) Integrated Marketing Communications: Creativity. Four dimensions of the brand are described: economic.95 Year New: 2007 2602BC Title: Branding: Differentiation that Customers Value Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Selling a product or service is easy when it operates as it should. rather than knowledge about individual consumers. They must strategize according to cultural branding principles. collectively. Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Abstract: In Spring 1998.S. First. Harding. companies must reinvent their marketing function. and Positioning. Product positioning Length: 13p NEW 96109 Title: Brands vs. and they must hire and train cultural activists. Geographic Setting: New York.556 million revenues Subjects: Brand management. Richard. Subjects: Consumer behavior. Douglas B. 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. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. financial services company to combine banking. (805A24). 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. Second. Retention. resulting in a loss of customer equity. the authors introduce basic branding strategy as well as warn of over-differentiation. and symbolic. International marketing.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

(2637BC) Integrated Marketing Communications: Creativity. 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. It concludes with Michael Porter's "five forces" that shape positioning strategy. If the low-priced.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Marketing strategy. Computer industry. 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. Big World. If not. Industry Setting: Consulting Subjects: Consulting. (2580BC) Market Customization: Market Segmentation. and Product Change: Breaking with the Past?. Mazursky. 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. (2645BC) Interactive Marketing: New Channel. 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. Stephen H. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Leamon. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. with verbatim customer comments and critiques of a new product design that Compaq is developing. New Challenge. Market research. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . High technology. Retention. If the low-priced. Computer industry. Product development. High technology. Leamon. it could cease to be a player in the market it has created and filled. and Effective Resource Allocation. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. the new version of the product makes a "break with the past" in at least some limited way. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. and Pitfalls. of 1) the product and the user. Teaching Purpose: Introduces students to different types of market research. Publication Date: 01/26/1976 Product Type: Note Abstract: Highlights the need to track and predict competitive behavior and 10/30/10 suggests some ways of doing so. David E.000 Gross Revenues: $32 billion revenues Subjects: Brands. (2599BC) Developing New Products and Services: The Marketer's Role. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. (2610BC) The Right Customers: Acquisition. (2564BC) Creating a Marketing Plan: An Overview. A Conceptual Framework Author(s): Dhebar. Industry Setting: Computer industry. non-Intel notebook is a success. 2) the product and other products with which it is typically used. 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. Market research. This chapter introduces direction and provides the tools for conducting such research. not just their products. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Marketing strategy. the company will maintain or increase its 45% share of the market. High technology.000 Gross Revenues: $32 billion revenues Subjects: Brands. David E. Subjects: Competition. Marketing management. Retail industry Subjects: Computer industry. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. Helps them determine how to evaluate the results from an operational point of view.. and Positioning. and 3) the product and databases that are created and repeatedly modified with its help. Points up the differences between the approaches and casts a critical eye upon them. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them.95 Year New: 2006 593120 Title: Complementarity. Compatibility.Marketing List Price: $150. Video. and Development. Students must evaluate the reliability of the research and decide which of three products to produce. or interrelationships. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. (2629BC) Pricing It Right: Strategies. the company will maintain or increase its 45% share of the market. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. Applications. it could cease to be a player in the market it has created and filled. Profitability analysis. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. When such disruptions occur. (2602BC) Branding: Differentiation that Customers Value. Spanish Version Author(s): Bell. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. If not. Francesca.. Students must evaluate the reliability of the research and decide which of three products to produce. Market research. Consistency. Targeting. (2653BC) Marketing Across Borders: It's a Big. the more significant the Customer Service Department • 60 Harvard Way • Boston. non-Intel notebook is a success.

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

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

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

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

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

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

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

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

United States Industry Setting: Beef industry Subjects: Beverages.00 3689 Title: Corporate Identity: Making Business Strategy Visible Through Design (Paperback) Author(s): Olins. Olins demonstrates how identity is crucial to market share. Following his termination. and Sony. how it is vital to both effective recruitment and the way people work together inside a company. Communications industry Subjects: Advertising. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In early June 1997. Industry Setting: Advertising industry.95 Year New: 2007 502023 Title: Corona Beer (A) Author(s): Deshpande. Brands. Newton. Brands. the #1 imported beer brand in the U. (8282BC) Brand Icons: How to Build a Unique Brand. Marketing organization. Could Corona overtake Heineken and. Marketing implementation. Could Corona overtake Heineken and. 3689.95. Gustavo A. Marketing management. how it plays a central role in expansion and diversification. and how it is directly related to profitability. A worksheet to guide you through the process is included. the #1 imported beer brand in the U. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. market. Geographic Setting: Mexico. and cultural power. Must be used with: (502023) Corona Beer (A). Publication Date: 11/18/2002 Revision Date: 03/24/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Despite a much higher sales volume growth rate. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets. Brands. Brand equity. Corona still trailed Heineken. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .S. Cespedes 8280BC Title: Core Brand Message: How to Build a Unique Brand Author(s): Moser. Public relations Length: 350p List Price: $60. and CPI's vice president of sales is asked to investigate the matter and to decide what. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: The core brand message is the key message that your company will be communicating to all its audiences. if so. 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. Inc.A. Packaging.. Marketing strategy Length: 26p 503037 Title: Corona Beer (B) 10/30/10 103 Author(s): Deshpande. Rohit. what marketing strategy changes needed to be made? Includes color exhibits. to the kinds of customers you pursue. to do about it. Subjects: Beverages. But economic power derives increasingly from moral." A paperback version is available: Order No. 2p. product quality. Herrero.S. is asked to resign. Gustavo A. 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. by Rohit Deshpande. Rohit. (8281BC) Brand Personality: How to Build a Unique Brand. "In the end. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Spanish Version Author(s): Deshpande. if so. Corporate strategy. Gustavo A. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. if anything. Despite a much higher sales volume growth rate. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. (591027). United States Industry Setting: Beef industry Subjects: Beverages. research and development. O'NeilMassaro. As Olins observes. BMW. A rewritten version of an earlier case by D. Communications industry. Herrero. Rohit. aesthetic. market. (8279BC) Core Brand Values: How to Build a Unique Brand. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter will help you articulate your company's core brand values. $29. Sales management Length: 10p Supplementary Materials: Teaching Note. it is economic power that wins the day. The organizations that can marshall these strengths will lead the world in the twenty-first century. Herrero. Publication Date: 11/29/2001 Revision Date: 06/30/2004 Product Type: Color Case Abstract: In early June 1997. Brands. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. which make up the foundation for every decision your company makes--from the kind of people you hire. market. Corona still trailed Heineken. what marketing strategy changes needed to be made? Geographic Setting: Mexico. Wally Publication Date: 09/09/1992 Product Type: HBS Press Book Customer Service Department • 60 Harvard Way • Boston. All other messages coming from the company will be offshoots of this message. (8282BC) Brand Icons: How to Build a Unique Brand. (8280BC) Core Brand Message: How to Build a Unique Brand. Identity must have a secure place in the hearts and minds of managers. Herrero 503S01 Title: Corona Beer (A).S. after a probationary period. to the marketing decisions you make.Marketing Cooper Pharmaceuticals. Marketing management. personnel management. along with finance. (8281BC) Brand Personality: How to Build a Unique Brand. by Frank V. (503037). Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. and other corporate assets.S. Apple. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. market. Pharmaceuticals. a number of Marsh's former customers complain vigorously. Kirsten J. Marketing strategy Length: 2p NEW 250X Title: Corporate Identity: Making Business Strategy Visible Through Design (Hardcover) Author(s): Olins. Marketing strategy.95 Year New: 2007 8279BC Title: Core Brand Values: How to Build a Unique Brand Author(s): Moser. Brand management. 17p. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. (CPI) and. Kirsten J. Marketing strategy Length: 24p Supplementary Materials: Supplement (Field). O'NeilMassaro. Gustavo A. (8283BC) Your Brand Roadmap: How to Build a Unique Brand.. Product positioning.

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

Subjects: Customer relations. Geographic Setting: Boston. United States Industry Setting: Accounting firms. Small business Length: 5p 599041 Title: Costco Companies. real estate services--in exchange for a higher annual fee ($100 vs. to whom. the survey myopia myth.Marketing Pricing Length: 10p List Price: $6. 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. Consumer 10/30/10 105 marketing. Leamon. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade. 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. (591067).: Private Label in the 1990s Author(s): Goldberg. 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. by Stephen A. Wholesaling Length: 21p Supplementary Materials: Teaching Note. The case poses two questions: 1) how should the new membership be marketed. $40). Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55. gets 30% of the market in Canada. even smart. Canada. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. 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. 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.. How does it move into the U..S. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging Customer Service Department • 60 Harvard Way • Boston. when illustrated with snappy circle-andarrow graphics. which generated $22 billion in 1997 selling products in bulk. the technology behind CRM.A.. (599088). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . has developed a new class of membership that offers discounted services--auto. business credit card processing. Look closely. Author(s): Bell. Subjects: Market research. Sales promotions Length: 8p 594031 Title: Cott Corp. and eventually consumers. Stephen A. by David E. textile/apparel industry convince consumers and retailers to buy U. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola. Inc. Services. Marketing strategy Length: 3p List Price: $4. Quelch. MA. Salmon. and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco. and home insurance. Nonprofit organizations. Cott.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. Retailing. Ray A. Marketing strategy. and you'll see that many of these diagrams are full of it.S. Marketing management. Brands. Alan R. Customer relationship management (CRM) is markedly different from past marketing strategies. though. Software industry. 7p. break-out-of-the-clutter marketing programs directed at priority markets. especially in these days of media fragmentation. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. retailers.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. David E. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell. Industry analysis. Greyser. and a discussion of what kinds of companies should be using CRM. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising. and customize some aspect of its products or services to meet those customers' needs. Teopaco F0511C Title: Crap Circles Author(s): Morse. John L. one of the major players in the wholesale club industry.S. This article covers the basics of CRM and includes sidebars on CRM metrics. Walter J. John A. the sophisticated researcher myth. Textiles Length: 25p Supplementary Materials: Supplement (Field). interact with them. differentiate them in terms of their needs and value. and the most research is not read myth. but will bring silos together. Teopaco.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. Marketing management. Robert D. CRM allows a company to identify customers. Daniels. John L. A three-year $40 million campaign is planned.. 12p. Retailing. Robert S.. designed to smooth the peaks and valleys of demand and reduce the costs of distribution.made apparel products. health. Canada. Extensive research information from consumers and retailers is available to assist the executives. Council Author(s): Greyser. One result has been an increase in consumer and trade promotion. But many trade promotion practices are costly to manufacturers. They suggest a policy called "everyday low purchase price". Industry Setting: Advertising industry. the big bucks myth. Retail industry Subjects: Advertising. Kaplan. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers.S. Great marketing is not only cost effective..

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

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

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

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

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

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

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

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

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

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

Pricing. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. Consumer goods. DLJdirect was planning to spend $65 million on marketing in 1999. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. International marketing.5 billion on marketing. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. E*Trade would lead the pack with a $300 million budget. Davis.. 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. Ray A..000 Gross Revenues: $65 billion revenues Subjects: Asia. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down.. Geographic Setting: Jersey City. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. 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. Thomas R. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston. 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. Product introduction. Also gives lengthy data derived from these surveys. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. N. To be used primarily as background information. Consumer behavior. Walter Thompson Company's marketing research department. Product introduction. N. (803178). who focused either on day traders or more mainstream investors. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. 12p. Consumer behavior. the ten largest online brokers were projected to spend $1.J. 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. by John A. Consumer goods.. Stephen H.. Davis. Stephen H. N. (594094). Stephen H. Polls & surveys. Internet. sophisticated. 8p. Morris. Automobiles. DLJdirect differentiated its service to meet the needs of self-directed. a disposable shaver for women. focusing especially on the performance of Uz-Daewoo Auto. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star.Marketing Subjects: Air freight service. O'Keefe. Product introduction. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. Park. Polls & surveys. The J. N. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. and the history and current position of the women's wet shaving industry. 21p. by John A. a 250% increase over the prior year. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. Davis. Marketing strategy. 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. each of which emphasized one specific attribute of Daisy. by Thomas R. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. John A. Details the company and division's background. Davis.J. Gillian Publication Date: 11/02/1999 Revision Date: 06/13/2006 Product Type: Case (Field) Abstract: Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology.J. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. Market research. Geographic Setting: United States Industry Setting: Biotechnology industry. (598108). 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. Market research. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior.. International business. 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.. Financial services. its position in the women's wet shaving market. high net worth investors.J. Consumer goods. Stephen H. a strategic alliance to manufacture and market passenger cars. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

(580037) Dunkin' Donuts (C). 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. Patrick J. 17p. 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. Location of industry. New product marketing. Distribution channels. Retail industry Subjects: Competition. The company must also decide whether to introduce a new product. (580038) Dunkin' Donuts (D): New Product Introduction. Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi. Spanish Version Author(s): Kaufmann. Walter J. Franchising. Students must derive the decision through careful analysis of competition. Geographic Setting: Massachusetts Industry Setting: Food industry. a product extension to donuts. Growth strategy. (594041). The question is whether to introduce the new product in light of cannibalization of their main business in donuts. the company had approximately 50 stores in operation with sales of $450 million. (580037) Dunkin' Donuts (C). (580036) Dunkin' Donuts (B): Field Management. At the time of the case. Franchising. (580036) Dunkin' Donuts (B): Field Management. 7p. Looks at three growth alternatives: 1) More shops (owned or franchised). 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. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. A merger of Dunkin' Donuts (A) and (B). Fast food industry. and test marketing results. Department stores. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. May be used with: (580035) Dunkin' Donuts (A): Company Background. 14p. Franchising. and 3) More advertising. Geographic Setting: Massachusetts Industry Setting: Food industry. as well as other retailers. Hirotaka Publication Date: 09/22/1983 Revision Date: 12/17/1985 Product Type: Case (Field) Abstract: Dunkin' Donuts franchises and operates retail donut shops for takehome and in-shop consumption. Sales management Length: 18p Supplementary Materials: Teaching Note. consumer behavior. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. Chemicals. Fast food industry. 15p. Franchising. by Benson P. Geographic Setting: Massachusetts Industry Setting: Food industry.Marketing corporate image position of a major high-visibility diversified firm. May be used with: (580036) Dunkin' Donuts (B): Field Management. spring 1991. Retailing. Retail industry Subjects: Advertising strategy. 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. Raises important issues related to franchise relations. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. 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. Test markets Length: 20p Supplementary Materials: Teaching Note. and the history of Dunkin' Donuts. Retail industry Subjects: Corporate strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Presents a corporate strategy which provides a good starting point for discussion. May be used with: (580035) Dunkin' Donuts (A): Company Background. (584126). cohesive. Retail industry Subjects: Fast food industry. Retailing. Sales promotions Length: 36p Supplementary Materials: Teaching Note. (581010).. Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. (580037) Dunkin' Donuts (C). Product lines Length: 17p Supplementary Materials: Teaching Note. Pricing strategy. Management communication. 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. Ortmeyer. and profitable. the competitive thrusts within the fast food business. by David E. (580038) Dunkin' Donuts (D): New Product Introduction. New product marketing. Geographic Setting: Massachusetts Industry Setting: Food industry. Performance appraisal. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. Petroleum industry Company Size: Fortune 500 Subjects: Advertising. by Hirotaka 10/30/10 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. Gwendolyn K. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. 2) A broader product line. Geographic Setting: United States Industry Setting: Chemical industry. Distribution planning. Franchising. 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. (581009). and whether to continue with the network TV program. Marketing strategy. Fast food industry. Corporate strategy. (580038) Dunkin' Donuts (D): New Product Introduction. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy.

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

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

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

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

Robert J. Kasturi. and poses questions on the company's future viability. Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 9-503-P01 Title: Egghead to Egghead.Marketing The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Merchandising. 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. 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. 9p. by V. and selling strategy for its innovative Interactive Mathematics software for the college market. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Management of change. Bell. 8p. The case describes the evolution of that process. Pricing strategy. 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. (597080). Distribution channels. Clothing. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Retailing Length: 24p Supplementary Materials: Supplement (Library). V. Marketing management. Pricing strategy. Marie Bell. Inc. Marketing management. and conflicting motivations. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes..com (A). Market segmentation. is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1.5 billion revenues Subjects: Brands. A rewritten version of an earlier case. Electronic commerce. George Orban. Kasturi Rangan Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Leamon. Product lines Length: 6p 594111 Title: Eastman Kodak Co. manager of partner development at Educational Technology Corp. Consumer goods.com (A) Author(s): Rangan. Retailing Length: 6p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Bell KEL095 Title: Educational Technology Corp.: Funtime Film. Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co. Consumer goods. Must be used with: (599093) Egghead to Egghead. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and 10/30/10 137 move to an electronic store. Industry Setting: Computer industry. Electronic commerce. (500099). by Robert J. But with e-commerce. Consumer goods. Geographic Setting: United States Industry Setting: Education industry. Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998. needed to determine the targeting. Kasturi Rangan.: Funtime Film Author(s): Dolan. Author(s): Bell. The case describes the evolution of that process. Bell. Electronic commerce. and the role of its CEO. Retailing Length: 25p 599093 Title: Egghead to Egghead. 6p. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. by David E. by V. Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson. Higher education. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. (500100). Retail industry Subjects: Computer industry. and poses questions on the company's future viability. Kasturi.com (A). Kasturi Rangan 500099 Title: Egghead to Egghead.com (B) Author(s): Rangan. by V. Marketing management. Spanish Version Author(s): Dolan. This required determining what types of colleges to target and which stakeholders to focus on within institutions. Teaching Note. and the role of its CEO George Orban. and college administrators in adopting softwarebased learning technology. Portuguese Version Author(s): Rangan. V. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store.. Bell. Market segmentation. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Management of change. positioning. Retailing Length: 16p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. (500100). Distribution channels. Management of change. selection) across its stores and catalog. students.: Crossing the Chasm Author(s): Sawhney. Pricing strategy. Robert J. Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers. 9p. Product lines Length: 5p Supplementary Materials: Teaching Note. (500077). Market segmentation. Electronic commerce. 17p. V. Kasturi. Distribution channels. David E. multiple influencers. Dolan BESTSELLER 500034 Title: Eddie Bauer. 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.

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

White. by Timothy Calkins. Innovation. (A) Author(s): Corey. 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. and military markets.. Personal selling. Subjects: Customer relations. In response. Timothy. by Timothy Calkins Year New: 2005 582096 Title: Ellery Corp. (508061). today's increasingly educated consumers expect companies to do more than just delight them. particularly as the power of customers continues to grow. Kathryn. essentially becoming advocates for them. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . In short. as many customers will be willing to pay for the extra value. Glen L. The firm might then command higher prices for its products and services. Industry Setting: Air freight service industry Gross Revenues: $35 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising. (KEL016). such as Home Shopping Network. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 587018 Title: Emergence of the Electronic InHome Shopping Industry Author(s): Albion. White. industrial. 2p. or "shadow" attributes. Advertising versus personal selling. companies relied on push marketing to sell their products and services. Porter. Retailing. in the 1990s. Then. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consumers these days prefer authenticity to purity. as slogans such as "delight your customers" became the mantra of many marketers. In addition. Sales promotions Length: 42p 83409 Title: End-Game Strategies for Declining Industries Author(s): Harrigan. The newly appointed head of marketing for Xigris is reviewing the launch plan. and then finding the best products for them--even if those offerings are from competitors. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $10. Walter J. helping to reduce the organization's costs for acquiring new customers. Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 40. Pricing. by Elie Ofek Year New: 2006 KEL014 Title: Eli Lilly: Xigris (A) Author(s): Calkins. Michael E. The strategy is this: If a company advocates for its customers. Karen Publication Date: 01/01/2004 Revision Date: 11/02/2004 Product Type: Case (Pub Mat) Format: Windows Abstract: Examines the launch of Xigris. (KEL016). Telecommunications Length: 19p SMR129 Title: The Emerging Era of Customer Advocacy Author(s): Urban. Timothy. Air freight service. they are truly representing their customers' best interests. Telecommunications industry Subjects: Consumer behavior. Must be used with: (KEL014) Eli Lilly: Xigris (A). Logistics. Marketing strategy. Ralph G. (KEL015). particularly home video shopping ventures. many companies are faced with declining product demand beyond their control. and purchases-either now or in the future. Industry Setting: Electric power Company Size: large Subjects: Antitrust laws.8 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. Loyalty. and complete information. Publication Date: 12/01/2004 Product Type: SMR Article Abstract: For decades. Thanks 10/30/10 139 to digital technologies like the Internet. 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.M. Sales management. they will often tell others about it. Karen White Year New: 2005 KEL015 Title: Eli Lilly: Xigris (B) Author(s): Calkins. honest. they will reciprocate with their trust.Marketing inputs on physicians and patients at its disposal. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note. Publication Date: 09/05/1965 Product Type: Case (Field) Abstract: Decisions concerning 1964 sales promotion strategy for air freight forwarder. Salmon. 23p.000 Gross Revenues: $10. innovative companies are now trying a different approach: They are providing customers with open. Electric industries. a breakthrough new pharmaceutical product for the treatment of sepsis. E. information retrieval via cable TV. consumer-controlled. Marketing management. (B) Author(s): Sultan. 7p. Market structure. Michael J. Supplement (Pub Mat). the emphasis shifted to relationship marketing. But those tactics have been losing their effectiveness. by Timothy 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. new technologies are described for interactive. And when people trust a company. Technological change.9 billion revenues (2000) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note. loyalty. Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: In today's world of little or no economic growth and rapid technological change. Mark S. 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. Distribution channels. so brands should capitalize on their flaws. Product planning & policy Length: 23p F0610D Title: Embrace the Dark Side Author(s): Fanuele. 7p. Service management Length: 8p Year New: 2005 511044 Title: Emery Air Freight Corp. Publication Date: 06/15/1987 Revision Date: 01/01/1988 Product Type: Note Abstract: Describes the different types of electronic in-home shopping retailers. Industry Setting: Retail industry.

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

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

Jacques and his team of first temporary. In light of recent medical and competitive trends in the market. Technological change. Step by step. NY Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. by Peter Wickersham. CEO William Flatley has to reposition his firm. Details the major hardware enhancements and product line extensions during the period 1981-87. and the pursuit of selfinterest and the pursuit of the common good. Customer satisfaction surveys led them to improve supply chain execution and. Product lines. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . over the next four years. Technological change Length: 3p 509028 Title: Examining the Adoption of DrugEluting Stents Author(s): Ofek.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp. Inc. Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note. First. marketplace exchanges and political exchanges. too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar. Product management. Francois M. It isn't easy to establish a marketing function in a company that doesn't think it needs one. Welcome to the front lines of your typical cement company.. 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. and grow share in an increasingly competitive health care environment. Geographic Setting: United States Industry Setting: Biotechnology industry. It works both ways. Then he set right to work applying marketing's most basic and powerful tools--segmentation and pricing strategy--to four carefully chosen pilot projects. marketers fundamentally transformed Lafarge's commodity mindset. 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. and budgeting discussions. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges. to change what they sold. Segmenting customers allowed people to see that they were selling to different groups that required different products. Jocz. 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 2001.95 599048 Title: Executive Health Group Author(s): Chun. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Software.'s 1-2-3 spreadsheet software for IBMcompatible personal computers. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. performance.'s personal-computer products. Jacques tackled the challenge on a number of fronts. To make the value of those efforts quickly apparent. 17p. From the start. A separate exhibit provides a brief overview of a microcomputer. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies. and concludes with a description of the PS/2 family (date of introduction: April 1987). (5-509-053). May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. Product management. Product lines. John A. old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. 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. he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. He wove marketing into Lafarge's mainstream management processes by becoming a fixture at the company's strategic-planning. and then permanent. he measured their effectiveness with readily understood metrics. which in many cases could be sold for higher-than-commodity prices. ultimately. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar.5 million 1990 sales Subjects: Computer industry. are inextricably linked. Facing stagnant revenues. 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. increasing value both for them and for the division. so that their offerings were suited to a range of customer requirements. Geographic Setting: New York. strengthen the brand franchise.Marketing List Price: $4. Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. 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. Elie Ofek 7852BC Title: Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges Author(s): Quelch.

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

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

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

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

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

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. Inc. Davis.J. and writers supplement the definitions. Marketing management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy Length: 208p List Price: $16. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Provides information about the industry. Geographic Setting: United States Industry Setting: Home furnishings. Marketing management. Frank V. and descriptions of some of the world's most influential advertising agencies. Benson P. 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. Myriad quotations from recognized scholars. in a period of rising costs. Geographic Setting: United States Industry Setting: Home furnishings. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser. N. Stephen A. N. business executives. sales meetings. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. Field Guide to Marketing offers a handy primer on today's marketing industry. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills.. Harvard Business. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. While complaints about the system have been relatively minor. 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. whether (and if so. Robert F. Sales management.. $16. Sales management. Altogether.. Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 10/30/10 148 Mills. Subjects: Marketing implementation. Inc. Benson P. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. Marketing management. 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. Young. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. 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. (A) Author(s): Shapiro. Davis. videotape programs.Marketing them to work through the pricing and profit implications of that analysis.. Sales promotions. a manpower development program. Also includes a section on the bed and bath fashion industry. Marketing strategy Length: 208p List Price: $29." Key issues are how to determine the effectiveness of these various motivators and. Myriad quotations from recognized scholars. 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. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills. Also included are profiles of well-known marketing companies and products. where) to cut back on these motivators. Marketing organization. Benson P. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills. 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. and a miscellaneous category described as the "method of doing business. Sales promotions. These include sales contests. Field Guide to Marketing offers a handy primer on today's marketing industry. and writers supplement the definitions. Davis. Sales compensation. thereby increasing its complexity. business executives. the competitive environment.: Compensation System for Field Sales Representatives Author(s): Cespedes. Inc. Subjects: Marketing implementation. Sales compensation. Publication Date: 07/01/1974 Revision Date: 06/01/1975 Product Type: Case (Field) Abstract: Details the history of the Fieldcrest Marketing Division and the merchandising and sales organization of the Division as of December 1973. 4308. (B) Author(s): Shapiro.J. Also included are profiles of well-known marketing companies and products. recent market developments. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. and descriptions of some of the world's most influential advertising agencies. Altogether. 6p. (UV0324). The main section provides explanations of over 400 carefully selected marketing concepts and topics. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. and the details of the compensation plan as well as comments by managers and salespeople. by Ronald T. (B) and (C). Sales management. Geographic Setting: United States Industry Setting: Home furnishings. N. Inc.95. A paperback version is available: Order No. Inc. (C) Author(s): Shapiro.95 575002 Title: Fieldcrest Division of Fieldcrest Mills.J. salesletters.

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

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

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

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

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

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

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

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

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

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

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

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

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

Merchandising. Multinational corporations. E. to electrical wholesalers (who in turn sell to repair shops). Cady.: Clock and Timer Market Strategy Author(s): Cady.. Consumer marketing. Appliances. the executives are reviewing a new merchandising program for the coop. The proposed budget. Strategic market planning Length: 27p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances. Quelch. components in consumer appliances. Currently GE is the market leader. Must be used with: (582031) General Electric Co. Marketing management... 35p. Consumer marketing. Industrial markets.: Major Appliance Business Group (C) Author(s): Quelch. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances. John A. Cynthia A. Quality control Length: 7p 585055 Title: General Electric Co. Collins NA Publication Date: 03/04/1985 Revision Date: 09/24/1986 Product Type: Case (Field) Abstract: The manager of GE's Major Appliance Business Group's dishwasher marketing department is evaluating a proposed $28 million investment to overhaul GE's dishwasher plant. A videotape (9-885-517) is available for use with this case. John A. Collins NA Publication Date: 03/04/1985 Revision Date: 11/01/1985 Product Type: Case (Field) Abstract: The dishwasher marketing planning manager is developing the 1983 budget for dishwasher advertising.. Bates 58