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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Automobiles. Bowman. Geographic Setting: North America. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. V. Leasing. Inc. market. and customer partnerships. Industrial markets. by John A. Marketing planning. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . A rewritten version of an earlier note.S. (594107). Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. These firms know how and when to differentiate their products through innovation. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Poorvu. Consumer marketing. In 1991. and seek cost leadership. The new CEO of North America is considering a multifaceted plan to turn around the situation. 13p.. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. FL Industry Setting: Real estate Company Size: small Subjects: Financing. John A. Author(s): Quelch. by William J. Crum. (598075). unit sales had fallen to 53. Real estate Length: 18p Supplementary Materials: Teaching Note. Richard E. Brands. Partnerships. (598075). Negotiations. 12p.000 in 1987. William J. In 1991. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. Product lines Length: 22p Supplementary Materials: Teaching Note. Bowman. Publication Date: 10/21/1985 Revision Date: 08/04/1986 Product Type: Case (Library) Abstract: Executives at Beatrice must decide whether to proceed with the second part of a $30 million corporate advertising campaign during the Summer Olympics of 1984. and management of a financial partnership. Richard E.S. Provides illustrations of firms who have successfully implemented each.900 Gross Revenues: $11.900 Gross Revenues: $11. Subjects: Commodity markets. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. Christopher W. Root. Kasturi. Four such strategic options are detailed and discussed. Automobiles. This note argues that while commoditization of an industry may seem inevitable. by Robert J. May be used with: (598031) Bayer AG (A). BMW attempts to revive its position in the United States market. then commoditization and decline. Robert J. Holding companies. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. V. Marketing strategy. 12p. Brands.5 billion net sales Subjects: Acquisitions. by John A. 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. Marketing strategy. 10p. Market analysis. negotiating tactics and strategy. 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.000 in 1987.Marketing of which were confiscated by the U. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. which gave Bayer one name worldwide for the first time since World War I. Geographic Setting: Boca Raton. Kasturi. the better managed firms find a way to make money in the commodity cycle. International marketing.000 from 88. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. May be used with: (598032) Bayer AG (B). Geographic Setting: North America. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan. 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. 10/30/10 36 Industrial markets. Marketing mixes. (391222).000 from 88. Addresses market and lease analysis. Dolan 390113 Title: Bayside Author(s): Poorvu. Subjects: Commodity markets. 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. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Robert J. service. International marketing. 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. Spanish Version Author(s): Dolan. Pricing strategy. Pricing strategy. Marketing mixes. Brands. BMW is attempting to revive its position in the U. Four generic strategies to avoid commoditization are suggested. Food processing industry. and how and when to offer a "no-frills" product. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. government after World War I.5 billion net sales Subjects: Acquisitions. Marketing planning. John A. Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. The new CEO of North America considers a multifaceted plan to turn around the situation. unit sales had fallen to 53..

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

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

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

Product lines. in the dual roles of head of her own major biodegradable plastics packaging firm and communications chair of the Degradable Plastics Council. Must be used with: (589084) Bella Beauty Products. Greyser. Rajiv. by Benson P.. Geographic Setting: New England Industry Setting: Wire & cabling Event Year Start: 1959 Event Year End: 1961 Subjects: Organizational change. Diversification.2 billion) past industry #1 Circuit City.. Management communication. (A&B) Author(s): Corey. New product marketing. Personal care products Company Size: large Subjects: Cosmetics. calls for creative adaptation of Concept 3. Interdepartmental relations. Baleji S. V. Organizational problems. Chakravarthy 506055 Title: Best Buy Co. Research & development Length: 8p Supplementary Materials: Supplement (Gen Exp). Chakravarthy. Subjects: Communication strategy. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: Case (Field) Abstract: Documents the evolution of Best Buy. Public relations Length: 13p Supplementary Materials: Supplement (Field). (A). Geographic Setting: United States Industry Setting: Packaging. Research & development Length: 1p 591105 Title: Beresford Packaging. E. however. Packaging. Inc. She must now develop a long-range industry strategy as communications chair of the Degradable Plastics Council. Kasturi. Reduced profitability in 1996. Management communication. Marketing wants product extensions and R&D wants new technology. Distribution channels. Deanne F. must decide whether or not to appear on network TV to defend the industry against a Greenpeace attack. an electronics retailer. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. however. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (A) Author(s): Greyser. Barry Commoner. Supermarkets Subjects: Agribusiness. (A). Competition. Inc. conscious that her own firm is planning to make a public offering of its shares. Retailing Length: 30p Supplementary Materials: Teaching Note. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. Supermarkets Length: 2p 40 506S15 Title: Best Buy. Environmental protection. Supplement Author(s): Goldberg. 10p. Kasturi Rangan. Product lines. Product development. Irina. Benson P. Publication Date: 03/21/1991 Product Type: Case (Field) Abstract: Jill Beresford. Environmental protection. Interdepartmental relations. Data on recent new product and line extension projects is provided. New product marketing. If Beresford accepts the invitation. by Stephen A. she must plan her approach on the program. Packaging. Must be used with: (591105) Beresford Packaging. and on Beresford's own company situation and products. Designed to help sensitize students to the importance of carefully choosing words and tone in interdepartmental communication.2 billion revenues Subjects: Competition. carton & container industries Subjects: Communication strategy. This case describes her preparation and strategy for the appearance and the program itself.. (591106).2 billion) past industry #1 Circuit City. Sales management. Baleji S. Reduced profitability in 1996. Womack 591106 Title: Beresford Packaging. Customer Service Department • 60 Harvard Way • Boston.. (G). an electronics retailer. O'Keefe. Marketing strategy. Inc. Inc. The vice president of human resources views the conflict as "cultural" while the vice president of finance views it as capital budgeting. boosting its sales ($7. boosting its sales ($7.2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Year New: 2006 598016 Title: Best Buy Author(s): Rangan. Tarsis. 1p. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. by V. on the specific charges by the environmental group. 6p. Spanish Version Author(s): Rangan. Baleji S. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: LACC Case Abstract: Documents the evolution of Best Buy. Public relations Length: 6p 571059 Title: Bergman Wire & Cable Co. Deanne F. Publication Date: 03/21/1991 Product Type: Supplement (Field) Abstract: Jill Beresford has agreed to defend the industry against a leading environmentalist on network TV. Stephen A. Publication Date: 01/10/1989 Product Type: Supplement (Gen Exp) Abstract: Focuses on one sentence in a memo from the vice president of finance. where she would debate environmentalist leader Dr. Ray A. Womack. Geographic Setting: United States Industry Setting: Cosmetic. Industry Setting: Agribusiness. calls for creative adaptation of Concept 3. (599115). Product development. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Supplements Bernard Matthews PLC. Industry Setting: Cosmetic Subjects: Cosmetics. (G). Chakravarthy.: CustomerCentricity Author(s): Lal. Stephen A. Planning. Background information is provided on degradable plastic packaging. (B) Author(s): Greyser. Kasturi. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. Organizational problems. Womack. Can be used with just Bella Beauty Products. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Shapiro 589085 Title: Bella Beauty Products. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Deanne F. Inc. (589085). Inc. 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. Must be used with: 10/30/10 (591042) Bernard Matthews PLC. V.Marketing Abstract: Concerns a classic marketing/research and development (R&D) conflict around product development. Supplement Author(s): Shapiro. Sales organization Length: 29p 591056 Title: Bernard Matthews PLC.

Inc.28. Richfield. not $0. Important environmental trends include increasing government health regulation. Its operations included the distinct store formats Best Buy. home-office products. and Magnolia Audio Video as well as service provider Geek Squad. Christopher H. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. Future Shop in Canada. 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. a loss of $2 billion in market cap. T. Competition. easily identifiable packaging. visionary managers are not just outsourcing or sending work offshore for greater efficiency. 9p. Inc. For the eight years leading up to 2004.3 billion. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Irina. and cost and occupancy data. Retailing. Service management. including a new set of segment leaders.. Jaworski. But on December 13. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston. Nine pages of exhibits include market trends. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. and related services in North America. Sales management. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. pricing and service characteristics. In Best Face Forward. Rajiv. and the consumer. Bernard J. Process innovation. they are recruiting machines into the workforce for greater effectiveness. Rayport and Bernard J. and changing expectations of maternity care by women. automated. Tarsis. designing appropriate. 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.30). 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. Far from dehumanizing the workforce. Jeffrey F. CannonBonventre.. Customer service. Health services. Knoop. a declining birth rate. success is based on how well firms manage interactions with customers. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization.Marketing Knoop.: CustomerCentricity. by Christopher H. Retail industry Subjects: Advertising. Bernard J. Boston Author(s): Lovelock. more intensive competition. 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. not $0.. 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. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27. the money. Based on extensive research inside both start-up and established businesses.3 billion. competitive profiles. Industry Setting: Advertising industry. For the eight years leading up to 2004. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Retail industry Subjects: Automation. Pricing strategy.-based Best Buy Co. Its operations included the distinct store formats Best Buy. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. and Magnolia Audio Video as well as service provider Geek Squad. Inc. Services Length: 272p List Price: $32. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch.28. By making effective displays. home-office products. Rayport is chairman and founder of Marketspace LLC. Jeffrey F. Short on appropriately skilled labor and flush with new intelligent technologies. Jaworski argue that as this "frontoffice automation" revolution unfolds. Hospital administration. Regulation Length: 19p Supplementary Materials: Teaching Note. was the leading retailer of consumer electronics. The company's stock price fell nearly 12% that day. Future Shop in Canada. and focusing in-store advertising media on the POP. The company's stock price fell nearly 12% that day. Minn. John A. Spanish Version Author(s): Lal. Electronic commerce. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co. Best Buy missed its third-quarter earnings per share (coming in at $0. Nonprofit marketing. 2005. 10/30/10 Information technology. and related services in North America. marketers can address the various interests of the manufacturer. Public policy. and hybrids of both--to surpass current levels of performance and service. 2005. But on December 13.30). making shopping exciting. Retailing.-based Best Buy Co. Geographic Setting: Boston. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 8672 Title: Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers (Hardcover) Author(s): Rayport. the retailer. Minn. Jeffrey F. Richfield. was the leading retailer of consumer electronics. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever. Best Buy missed its third-quarter earnings per share (coming in at $0. Marketing strategy. including a new set of segment leaders. a subsidiary of Monitor Group.. and the product--converge. Bloom. 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.95 41 579180 Title: Beth Israel Hospital. Marketers must make the most of the communications possibilities at this point to increase their sales.. 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. (581008). Industry Setting: Fast food industry.. a loss of $2 billion in market cap. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy.

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

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

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

Samuelson. Sales promotions Length: 25p Supplementary Materials: Teaching Note. Product recalls. had failed to show. dating discounts. More important. and 2) The detailed information concerning advertising. Craig Smith 590100 Title: Black & Decker Corp. 3) the role of public relations in product recall. Consumer marketing. Bates. how the recall should be implemented. as if this explained anything. John A. by John A. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: This rewritten version differs from Black & Decker Corp. Consumer marketing.Marketing Brands. Cynthia A. and 4) impact of product recalls on product brands. Motameni. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. promotion programs. cooperative advertising. Kasturi. Brands." Judy said. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Brand Transition. John A. Consumer marketing. This newly introduced product is a "Key Introduction" for Black & Decker's Household Product Group (HPG). Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. and consumer rebates has been condensed. (587155). volume rebates. Product safety Length: 18p Supplementary Materials: Teaching Note. Marketing implementation. May be used with: (590099) Black & Decker Corp. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Brands. Sales promotions Length: 14p Supplementary Materials: Teaching Note. Weinberger. and 2) The detailed information concerning advertising. Retail industry Subjects: Distribution channels. Publication Date: 10/02/1987 Revision Date: 10/06/1992 Product Type: Case (Field) Abstract: This rewritten version differs from Black & Decker Corp. Minette E. 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. Appliances. often Customer Service Department • 60 Harvard Way • Boston. Pamela. Bates. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. Lancaster-Webb's communications chief. Consumer marketing. Merchandising. Minette E. John A." "Who is she?" Will asked. Appliances. Howard Firestone Publication Date: 06/30/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Product safety Length: 12p Supplementary Materials: Teaching Note. Objectives include: 1) factors in product recall effectiveness and success. Retailing. Merchandising. Quelch. by John A. sales prospect Samuel Taylor.. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. if so. Ozzie. (593036). Quelch 590099 Title: Black & Decker Corp. N. He made a "What's up?" gesture to Judy Chen. purchase allowances. Merchandising.: Household Products Group (A1) Author(s): Quelch. 2) the use of direct marketing in product recall. promotion programs. and 3) the meaning of customer care.. Glove Girl was a factory worker at Lancaster-Webb. Product recalls.: Household Products Group. Electric industries. cooperative advertising. N. V. (587155). Sales promotions Length: 15p Year New: 2008 588015 Title: Black & Decker Corp. Appliances. whose always outspoken. 15p. Industry Setting: Entertainment industry. medical director of the Houston Clinic. Spanish Version Author(s): Quelch. Craig Smith 500087 Title: Blockbuster (B) Author(s): Rangan. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. "It's Glove Girl. by John A. Entertainment industry. dating discounts. (593036). HPG's president has to decide whether the product should be recalled and. 16p.: Spacemaker Plus Coffeemaker (A). by John A. 2) ethical considerations in product safety and product recalls. Teaching objectives include: 1) managing a product recall. 18p. Bates.: Spacemaker Plus Coffeemaker (A) Author(s): Smith. Consumer marketing.. Drumwright. 16p. 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. Marketing implementation.. You know. "I think she may have stolen your crowd.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Merchandising. the blogger. 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. Brand Transition Author(s): Quelch. Brands.. N. 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. volume rebates. Reitz. Cynthia A. purchase allowances. Quelch 587057 Title: Black & Decker Corp. Sales promotions Length: 28p Supplementary Materials: Teaching Note.: Household Products Group. N. Quelch 502S12 Title: Black & Decker Corp. Vertical integration Length: 6p R0309Z Title: A Blogger in Their Midst (Commentary for HBR Case Study) Author(s): Suitt. Halley. Withdrawn 11/19/01.5 billion assets Subjects: Appliances. She came over to him. Cynthia A. Ethics. Must be used with: (599075) Viacom's "Blockbuster" (A). (591068). Ethics. May be used with: (590100) Black & Decker Corp. Ray.5 billion sales Subjects: Appliances. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. 18p. Drumwright. Erin Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. Consumer marketing.: Spacemaker Plus Coffeemaker (B). and consumer rebates has been condensed. by John A.: Spacemaker Plus Coffeemaker (B) Author(s): Smith. Electric industries. David. Quelch.

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

Day skiers at the facility are surveyed about their potential interest during the months of February and March. True networking is built on a solid foundation of respect and reciprocity. Marketing planning. consultants Eric Almquist and Gordon Wyner explain that although marketing has always been a creative endeavor. while retaining or building brand equity. Burke. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. By using mathematical formulas to select and test a subset of combinations of variables. but also longterm implications for the brands involved.) developed in collaboration with United Kingdom's top celebrity hairdressers. 10/30/10 47 Robert J. The marketing manager's challenge was to select one of three promotional alternatives--get three for the price of two. revenues. The authors also present the results of their work with Crayola.Marketing Blogs are discussed within the framework of Web 2.0. Tom Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Networking has a bad reputation in some circles. The use of blogs by several companies as tools to better engage the customer in the creation. 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. 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. but has no time to collect further data. provided health and beauty products and advice that enhanced personal well-being. it just plain doesn't work. conditioners. 6p. Spanish Version Author(s): Rangan. The company can then analyze the experiment's implications for its resources. V. etc. Geographic Setting: Ontario Industry Setting: Amusement park & attraction industry. Recreation Length: 20p Supplementary Materials: Teaching Note. let people project the impact of many stimuli by testing just a few of them. His primary objective was to drive sales volumes and trade-up consumers from lower value brands. They create their own storyboards but are not sure if they are truly better. Murray J. In this article. MA Industry Setting: Advertising industry Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: LACC Case. and profitability. Terry H. Wyner. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Eric.. Web services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p 83A025 Title: Blue Mountain Resorts Ltd. The professional hair care line consisted primarily of shampoos. 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.: The Night Skiing Decision Author(s): Deutscher. Statistical analysis. But that sort of networking is not only ethically questionable. Retail industry. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. and dissemination of marketing messages is also demonstrated. a lot of these messages fail to hit their targets or elicit the desired response: the purchase of a product or service. Geographic Setting: Boston. (805A22). Management communication. telephone solicitations. Deutscher C0204B Title: A Blueprint for Constructing a Personal and Professional Network Author(s): Krattenmaker. 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. The resort's management is suspicious about the validity of the results of the research. Kasturi. it conjures pictures of shameless self-promoters bent on manipulating every contact for personal gain. Bryant. Demand analysis. one of the best known and respected retail names in the United Kingdom.50 R0109K Title: Boost Your Marketing ROI with Experimental Design Author(s): Almquist. Marketing implementation. Biz Ware. and Internet banner ads. The authors use a fictional company. Networks Length: 2p List Price: $4. by Robert J. Pankaj. Jennifer Publication Date: 10/30/1987 Product Type: LACC Case Abstract: Describes in detail the research mounted by five individuals with a $20. which have long been applied in other fields. May be used with: (504008) Meloche Monnex. wax. Fisher. Still. Market research. Subjects: Consumer marketing. networking experts give their tips for building a personal and professional network that works. and styling products (gels. mousse. so the management undertakes a market research study. marketers can model hundreds or even thousands of marketing messages accurately and efficiently--and they can adjust their messages accordingly. which is comprised of user-generated content and social computing. The alternative selected would have both immediate effects on costs and sales. the next generation of the Internet. Marketing strategy. Test markets Length: 7p 905A22 Title: Boots: Hair-Care Sales Promotion Author(s): Shandilya. (883A25). Fisher. or an on-pack coupon--for the Christmas season. Customer Service Department • 60 Harvard Way • Boston. Gordon Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: Consumers are regularly blitzed with thousands of marketing messages--television commercials. In this article. Lawrence. Subjects: Interpersonal relations. largely because there are so many possible combinations of stimuli. delivery. supermarket circulars. in which they used experimental design techniques to test that company's e-mail marketing campaign. receive a gift with purchase. by Terry H. Murray J. 15p. Demand is very uncertain. "Experimental design" techniques.000 budget to combat drug abuse among Boston's school-going population. It has been very difficult for companies to isolate what drives consumer behavior. Recreation Company Size: small Subjects: Canada. adopting a scientific approach to it may actually make it easier--and more cost effective--for companies to target the right customers.. Industry Setting: E-commerce. Bryant Year New: 2006 507S21 Title: Boston Fights Drugs (A): Designing Communications Research. 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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Ltd. Nicholl. A decision has to be made soon in order to save the brand. and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. Marketing implementation. 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. consistency in dealing with customers.J. The ad agency backed her up and called for a modest "new look" campaign. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category. Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden. Marketing strategy. improved planning and control. Distribution channels. and houseware products.. "La Shampoo: For the Look and Feel of France. HBR Case Discussions. Michael. Its slogan.. Caroline requested a new packaging design. Marketing strategy. the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. Michael R. but the company hadn't really addressed the problem until two years ago. hardware. International business. Introduced in 1975 and targeted at women between the ages of 15 and 30. But now. however. Flood. Thomas W. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. Product planning & policy. the online retail segment has not turned a profit. Hardware & fastener industry Company Size: large Subjects: Canada. Shawn. 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. Hall. At first. 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. Competition. Retailing. Canada. 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. Bong. Beth Hanson. Mark. Marketing management. the line had begun a slow descent. International marketing. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline.'s assortment. and an annual catalog.000 over his budget. Van den Berg. Tools Length: 28p 70 902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. Profitability analysis. La Shampoo has a stylish image that had immediately become popular. 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. There are. Lawn care. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns. Significant cost savings. The tension grows in the meeting as Caroline weighs the options. Robert J. when it named Caroline brand manager. a nationwide hard goods retailer invested in software to support Internet shopping.. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy. Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp.: Circular Saw Line Review Process Author(s): Pearce. Subjects: Centralization.. Industry Setting: Consumer products Subjects: Brands. 10/30/10 Merchandising. had to make a decision regarding the depth and breadth for the circular saw product line. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand. he was excited about creating a dynamic marketing department of his own. while Beth wants a relaunch. when there are imitators all around. which also included retail stores. Market Customer Service Department • 60 Harvard Way • Boston. Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell. Geographic Setting: Canada Industry Setting: Building materials industries. In view of the trend toward at least partial centralization of marketing management. Publication Date: 11/01/1995 Product Type: Harvard Business Review Article Abstract: When Jim Merrick left a wellknown computer graphics company for California Vision Tools. Geographic Setting: Canada Industry Setting: Building materials industries. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program. The online component was one element in a multiple-channel retailing approach. Although the company is the country's most shopped retailer. T. Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher. Profitability analysis. Hardware & fastener industry Company Size: large Subjects: Canada. Eric recommends a price cut. Finkbeiner. Karen.Marketing is in trouble. As part of the company's marketing strategy. Electronic commerce. Automotive supplies. Robert D. Lawn care. Costello. Michael R. Consumer goods. HBR Case Discussions. Industry Setting: Computer industry Subjects: Computer industry. 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. potential benefits in standardizing multinational marketing strategy." had remained the same since day one. 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. 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. Founder and CEO Mark Felton had seen his first product take off like a rocket. a phone-order service. however. Neal. In 1989.

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

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

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

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

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

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

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

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

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

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

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

MA Industry Setting: Toy industry. Petroleum. 10 min. Communication strategy. Merliss. Food. Sales promotions Length: 22p Supplementary Materials: Teaching Note. which faces a myriad of problems. Retailing.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan. (882548). Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising. Robert D.: Corporate Image Advertising Author(s): Quelch. in which the company is considering the introduction of a branded line of men's athletic socks. mostly to the United States. Inc. 15p.. A relatively small firm with sales of around $14 million. Product planning & policy Length: 14p Supplementary Materials: Teaching Note. Also describes test marketing and the use of the PERT system to determine a production schedule. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Ralph G. Polls & surveys Length: 17p Supplementary Materials: Teaching Note. Inc. Industry Setting: Apparel industry Subjects: Clothing. Consumer marketing. was acquired by Cole National. New product marketing. Inc. Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting. International marketing. by John A. John Chase was appointed president of Child World. John A. Corporate strategy. Market research. Packaging. Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande. Quelch 882548 Title: Chipman-Union. Palter 582053 Title: Child World. Jorge Redmond. Clothing.: OdorEaters Socks. John A. industry. Cuellar. at the same time. Elisa M. Consumer goods. Must be used with: (581073) Chipman-Union. Geographic Setting: Europe. retail and beverages--and exported 17% of its production. in early 1981. (591141). Geographic Setting: Boston. Merliss. Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. (583016). Hirotaka. Product management. Toy industry Length: 29p 581073 Title: Chipman-Union. 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. The firm sold its chocolates in four different segments--food services. El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. Quelch 591005 Title: Chevron Corp. Rohit. by John A. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. and Japan. Quelch. 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.. CEO of Chocolates El Rey. Operations research. Hiller. Distribution planning. but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets. Geographic Setting: United States Industry Setting: Food industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising. by John A. Information systems. El Rey needed to grow. With only 0. Communication strategy.M.: Odor-Eaters Socks (Hagen Interview). (583013). Case Video. John A. Information systems. a chain of toy supermarkets. Inventory management. 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. 24p. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands. 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.Marketing strategy. Gustavo. 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. by John A. Author(s): Takeuchi. Product planning & policy Length: 10 min List Price: $150. Marketing strategy. develop an overall marketing strategy for the company. Considers a preliminary marketing program. Europe. Distribution planning. New product marketing. was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so. United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market. Marketing planning.5% of the cocoa's world production. Publication Date: 06/01/1982 Product Type: Case Video Abstract: The vice president for sales describes the decisions made in response to problems in the case. a chain of specialty stores. Quelch. He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and. Test markets Length: 34p 10/30/10 82 589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell. Marketing planning. Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World. 5p. Market research. a strategic business unit of Chloride Group PLC.: Odor-Eaters Socks Author(s): Quelch. Herrero. Marketing planning. Inc. Video Author(s): Quelch. called a meeting with senior management to discuss the company's growth strategy. including supermarket and drug store distribution.

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

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

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

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

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

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

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

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

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

50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus. Industry Setting: Advertising industry Subjects: Advertising. Technology. Provides a new way to improve the profit margins of commodities. 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. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7. message delineation. Communication. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 14p. and search engines for how the current technological developments can improve communication. Knowledge management. Focuses on: Target selection. Technology Length: 2p List Price: $4. alternative communications. and their attempts to estimate potential demand. World Wide Web Length: 3p List Price: $4. 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. economics of communications decisions. by Derek F. Forecasting. Focuses on: Target selection. Derek F. 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. marketing." the compactor. Benson P. twodimensional gradients between commodities and specialties. Stephen H. Publication Date: 11/01/1975 10/30/10 92 Revision Date: 09/22/1992 Product Type: Note Abstract: Introductory note on communications policy for use in first year marketing. Publication Date: 08/23/1998 Product Type: Note Abstract: Describes how to manage the pricing process so that your product or service does not become a commodity. Market selection. Quelch 577106 Title: Compactor (A) Author(s): Abell. Derek F. Market Analysis. means and media. Technology expert Eric Marcus examines the future of the Internet. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. Public relations. some communication technologies are beginning to add value to the bottom line. and need for consistency in communications programs. economics of communications decisions. Assumes that students have previously read Consumer Analysis. Marketing strategy. Communication. Personal selling.50 504S11 Title: Communications Policy. This article offers practical tips for getting the most out of videoconferencing. Public relations. and Note on Marketing Arithmetic and Related Marketing Terms. Abell 577109 Title: Compactor (B1) Author(s): Abell. Customer retention. and Note on Marketing Arithmetic and Related Marketing Terms. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. Internet. 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. Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years. Management communication. communications intensity. years--of hype. Strategic planning Length: 28p Supplementary Materials: Teaching Note. Designed for sales. Assumes that students have previously read Consumer Analysis. Product introduction. 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. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. Market Analysis. (578181). (585021). Not a Price Taker! Author(s): Shapiro. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases. and general managers responsible for price making and related activities. Stephen H. Subjects: Commodity markets. Technology Length: 1p List Price: $4.50 999005 Title: Commodities. Advertising media. message delineation. real-time virtual communication. means and media. Personal selling. Subjects: Internet. 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. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. Subjects: Pricing strategy. 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. communications intensity.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland. Sales promotions Length: 12p Supplementary Materials: Teaching Note. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). Pricing. Advertising media. Marketing management. Subjects: Management communication. Specialties and the Great In-Between Author(s): Shapiro. Industry Setting: Advertising industry Subjects: Advertising. knowledge sharing and knowledge management. and so that you have substantial price latitude." Subjects: Customer relations. Market research. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. The response was overwhelming: forget the flashy features and focus on your customers. Pricing strategy. Marketing planning. Demand analysis. Spanish Version Author(s): Star. Benson P. 9p. by John A. and need for consistency in communications programs. alternative communications.

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

David E. (2564BC) Creating a Marketing Plan: An Overview. Industry Setting: Consulting Subjects: Consulting. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star.. Big World.. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. Retention. 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. Subjects: Competition. If the low-priced. (2610BC) The Right Customers: Acquisition. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. (2653BC) Marketing Across Borders: It's a Big. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. Leamon. Computer industry. Helps them determine how to evaluate the results from an operational point of view. the company will maintain or increase its 45% share of the market. the company will maintain or increase its 45% share of the market. Market research. If not. Applications.Marketing List Price: $150.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. the more significant the Customer Service Department • 60 Harvard Way • Boston.000 Gross Revenues: $32 billion revenues Subjects: Brands. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. or interrelationships. High technology. Points up the differences between the approaches and casts a critical eye upon them.000 Gross Revenues: $32 billion revenues Subjects: Brands. 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. Mazursky. Product development. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. A Conceptual Framework Author(s): Dhebar. High technology. David E. Computer industry. Targeting. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Industry Setting: Computer industry. and 3) the product and databases that are created and repeatedly modified with its help. 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. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. with verbatim customer comments and critiques of a new product design that Compaq is developing. (2637BC) Integrated Marketing Communications: Creativity. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. Market research. (2629BC) Pricing It Right: Strategies.95 Year New: 2006 593120 Title: Complementarity. Francesca. and Development. of 1) the product and the user. 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. 2) the product and other products with which it is typically used. It concludes with Michael Porter's "five forces" that shape positioning strategy. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. This chapter introduces direction and provides the tools for conducting such research. Students must evaluate the reliability of the research and decide which of three products to produce. David Publication Date: 12/01/2004 Product Type: Harvard Business Review Article Abstract: Professors Francesca Golfetto and David Mazursky describe how a group of Italian yarn makers market their expertise. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. it could cease to be a player in the market it has created and filled. (2602BC) Branding: Differentiation that Customers Value. 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. non-Intel notebook is a success. Teaching Purpose: Introduces students to different types of market research. (2645BC) Interactive Marketing: New Channel. Market research. Compatibility. Consistency. Marketing strategy. it could cease to be a player in the market it has created and filled. and Product Change: Breaking with the Past?. the new version of the product makes a "break with the past" in at least some limited way. 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. Spanish Version Author(s): Bell. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and Pitfalls. High technology. (2599BC) Developing New Products and Services: The Marketer's Role. Video. Students must evaluate the reliability of the research and decide which of three products to produce. not just their products. Stephen H. Marketing strategy. and Positioning. If not. and Effective Resource Allocation. Profitability analysis. When such disruptions occur. New Challenge. If the low-priced. Marketing management. (2580BC) Market Customization: Market Segmentation. Retail industry Subjects: Computer industry. non-Intel notebook is a success. Leamon.

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

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

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

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

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

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

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

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

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

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

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

Publication Date: 01/01/1999 Product Type: Case (Field) Publisher: Design Management Institute Abstract: The creation of Lucent Technologies was the result of AT&T's "trivestiture" in 1995. New Challenge. as in this case. and delivered a wide range of public and private networks. and best known corporations in the world.. Peter L. (2599BC) Developing New Products and Services: The Marketer's Role. and examining the role of consultants and research in the development of a name and visual identity for the company. positive or negative emotions may result. Subjects: NO SUBJECTS(KEYWORDS) Length: 48 min Year New: 2005 501039 Title: Creating Value Author(s): Deshpande. High technology products. machine memory. (2580BC) Market Customization: Market Segmentation.95 107XC Title: Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations Author(s): Deshpande. Marilyn Y. and an unnamed $20 billion "Systems and Technology" company that designed. fellow customers. NCR. the feelings generated may attach to the brand. Such change may come as the result of a merger. (2629BC) Pricing It Right: Strategies. built. 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. consumer and business telephone systems. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. and Positioning. May be used with: (500060) Computer Power Group: Designing Brand Architecture. (2602BC) Branding: Differentiation that Customers Value. challenge. This chapter looks at ways of making silos assets instead of hindrances in creating outstanding cross-silo marketing. Rohit Publication Date: 10/03/2000 Product Type: Note Abstract: Creating value involves understanding consumers/customers and bringing this knowledge into the organization. The marketing plan serves to define the opportunity. interaction speed. to design a logo and identity system. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Brands. the brand.Marketing the scope of the organization. Subjects: Marketing strategy. Regardless of the valence of the resultant emotion. Given that AT&T was one of the largest. (500055) Claiborne Asks Web Surfers to Name New Line. three companies were formed: AT&T. a $50 billion telecommunications services company. (2653BC) Marketing Across Borders: It's a Big. and employees of the firm. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world. a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications. Christine Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Compared to offline media communications. Consistency. 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.. Targeting. the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. The emotion-causing antecedents elucidated in this article are the website's vividness. analyzing the effect of business. new alliance or. and Pitfalls. Mark T.. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom. acquisition. business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself. May 10/30/10 106 be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. a computer firm. Big World. (2645BC) Interactive Marketing: New Channel. interactivity. to create a name for the company. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. and Development. (2610BC) The Right Customers: Acquisition. Greyser. In this split. (DMI002). and the expected results of product sales. as are details on how to implement adequate research in considering each decision therein. (2637BC) Integrated Marketing Communications: Creativity. In this chapter. Stephen A. (500054) Selecting a New Name for Security Capital Pacific Trust.95 Year New: 2006 BH294 Title: Creating emotions via B2C websites Author(s): Jones. and Effective Resource Allocation. Spence. Applications. the individual elements that comprise the plan are introduced. oldest. (2572BC) Competitive Analysis: Understand Your Opponents. Market-driven and marketdriving strategies are contrasted in the context of new product development. financial. by Stephen A. while a firm sending unsolicited emails based on a user's cookie trail may be annoying. and microelectronics components. and allowable social interactions. Design management. Depending on how a website performs on these dimensions. Phillips. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and regulatory pressures on the process. Because a goal of brand managers is to get consumers to associate positive emotions with a brand. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture. the budget. Consulting. communications systems and software. and to implement the strategy. where customers are everybody's responsibility and the language of the customer is key. using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising. Retention. For example. (501007) Renaming Computer Power Group. Vallaster. Industry Setting: Internet & online Customer Service Department • 60 Harvard Way • Boston. Market positioning Length: 15p Supplementary Materials: Teaching Note. the strategy. 5p. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace. Peter L. (500066) Naming the Edsel. Product development Length: 6p DMI001 Title: Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Author(s): Greyser. the result of a spin-off.

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

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

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

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

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

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

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

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

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

a 250% increase over the prior year. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. sophisticated. Consumer behavior. International marketing.J. focusing especially on the performance of Uz-Daewoo Auto. The J. Stephen H. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. Walter Thompson Company's marketing research department. Consumer behavior. Consumer goods. Also gives lengthy data derived from these surveys. Geographic Setting: Jersey City.000 Gross Revenues: $65 billion revenues Subjects: Asia. 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. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. Product introduction. Polls & surveys.J. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. each of which emphasized one specific attribute of Daisy. N. Park. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. 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.J. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. (598108). 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. O'Keefe. John A. Consumer goods. 12p. by John A. DLJdirect was planning to spend $65 million on marketing in 1999. Product introduction. Internet. International business. Consumer goods. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. the ten largest online brokers were projected to spend $1. Automobiles. was a $65 million marketing budget big enough to allow DLJdirect to sustain its competitive position? May be used with: (803103) A Note on Racing to Acquire Customers. N.. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. Thomas R. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. Davis. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. Ray A. N.. E*Trade would lead the pack with a $300 million budget.. Morris. a disposable shaver for women.. by John A. To be used primarily as background information. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology. Pricing. a strategic alliance to manufacture and market passenger cars. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. Geographic Setting: United States Industry Setting: Biotechnology industry.. Davis. Marketing strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . high net worth investors. Stephen H. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. Financial services. 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. who focused either on day traders or more mainstream investors. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy. Polls & surveys. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star. 8p. its position in the women's wet shaving market.5 billion on marketing. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. N.J. (803178). and the history and current position of the women's wet shaving industry. Details the company and division's background. 21p. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. 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. Market research. DLJdirect differentiated its service to meet the needs of self-directed. Product introduction.. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: Presents the data necessary for students to design a test market for Daisy. Davis. Market research.. 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. Stephen H. Stephen H. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. by Thomas R. Davis. (594094).Marketing Subjects: Air freight service.

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

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

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

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

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

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

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

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

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

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. Insurance. 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. Samuel. link future purchases to current transactions. Subjects: Competition. David E. Incentives. But a better approach is to "systems engineer" a campaign. match price moves to the market. Industry Setting: Retail industry Subjects: Accounting procedures. Gunther McGrath. offer alternative service levels and price points. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market. 7p. Subjects: Marketing management. change the price effectiveness period. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan. seek out segments that will tolerate higher prices). Growth strategy. Geographic Setting: Europe. Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter. South Africa Length: 4p Supplementary Materials: Teaching Note. (598125). Samuel. if wielded wisely. 7p. Distribution planning. Product design. there are still many ways to deftly raise effective prices and increase market share. all of the variable costs associated with each item that is sold. use discounts strategically to build relationships with desirable clients). Product design. Supermarkets Length: 27p Supplementary Materials: Teaching Note. But sometimes the customers themselves do not know what is in their minds. Disney Consumer Products (DCP) Customer Service Department • 60 Harvard Way • Boston.. 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. Pricing. 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. Market research. Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun. Marketing organization. Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. can still be a powerful tool. which may require that each component be compromised to serve the needs of the whole. May be used with: (599046) Discovery Health (A). which is resistant to across-the-board price increases. Marketing planning. Matisonn. 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. Health insurance. 5p. 3p. Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell. May be used with: (599047) Discovery Health (B). (599051). by John A. Pricing. Marketing management. assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. Marketing strategy. Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits. South Africa Length: 16p Supplementary Materials: Teaching Note.Marketing of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. follow the leader. John A.. (595120).4 billion revenues Subjects: Consumer goods. International marketing. Geographic Setting: South Africa Industry Setting: Health care industry 10/30/10 126 Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun. Retailing. shift some of the price to suppliers). Pricing policy. Health insurance. Matisonn. at the item level. Entertainment industry. With the hidden power of pricing. and exploiting patterns common in other difficult markets (price against the leader. substitute components of the price. Winig. Insurance. Market segmentation. a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. raise invisible prices. Incentives. by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein. unbundle benefits. Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch. Middle East Industry Setting: Consumer products. Middle East Length: 17p Supplementary Materials: Teaching Note. (599051). Retail industry Gross Revenues: $1. 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. by David E. building more subtlety into the pricing process (set prices selectively rather than across the board. move prices in smaller increments. David V. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . It helps companies see that a product may have different salient attributes for different customer segments. Ian C. 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. Subjects: Consumer behavior.

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

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

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

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

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

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

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

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

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

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

Kasturi Rangan Customer Service Department • 60 Harvard Way • Boston. Must be used with: (599093) Egghead to Egghead. Market segmentation. Marketing management. and the role of its CEO George Orban. Industry Setting: Computer industry. Retailing Length: 6p Supplementary Materials: Teaching Note. by V. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers. Dolan BESTSELLER 500034 Title: Eddie Bauer.com (B) Author(s): Rangan. Kasturi Rangan 500099 Title: Egghead to Egghead.. Electronic commerce. A rewritten version of an earlier case.: Crossing the Chasm Author(s): Sawhney. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Pricing strategy. Bell. Product lines Length: 5p Supplementary Materials: Teaching Note. Management of change. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes.com (A).. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. 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. Bell KEL095 Title: Educational Technology Corp.com (A).: Funtime Film. Spanish Version Author(s): Dolan. David E. (597080). Kasturi Rangan. 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. and conflicting motivations. Marie Bell. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The case describes the evolution of that process. Higher education. 9p. Electronic commerce. 17p. 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. V. Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998. Market segmentation. Electronic commerce.: Funtime Film Author(s): Dolan. and poses questions on the company's future viability. V. (500100). 8p. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. 9p. George Orban. (500100). Kasturi. The case describes the evolution of that process. Merchandising. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. 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. V. Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co. Distribution channels. Distribution channels. manager of partner development at Educational Technology Corp. Robert J. and college administrators in adopting softwarebased learning technology. Retail industry Subjects: Computer industry. Consumer goods. Bell. Consumer goods. Author(s): Bell. Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. and the role of its CEO. Pricing strategy. Product lines Length: 6p 594111 Title: Eastman Kodak Co. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: LACC Case Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private-label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. multiple influencers. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store. Kasturi. selection) across its stores and catalog.5 billion revenues Subjects: Brands. Distribution channels. Management of change. Pricing strategy. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and 10/30/10 137 move to an electronic store. Electronic commerce. and poses questions on the company's future viability. and selling strategy for its innovative Interactive Mathematics software for the college market. Portuguese Version Author(s): Rangan. Retailing Length: 16p Supplementary Materials: Teaching Note. Inc. Robert J. Geographic Setting: United States Industry Setting: Education industry. Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson. Retailing Length: 25p 599093 Title: Egghead to Egghead. is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1. This required determining what types of colleges to target and which stakeholders to focus on within institutions. needed to determine the targeting.com (A) Author(s): Rangan. Leamon. Teaching Note. (500099). Marketing management. Market segmentation. Kasturi. Retailing Length: 24p Supplementary Materials: Supplement (Library). by Robert J. Management of change. positioning. (500077). Clothing. Marketing management. students. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Bell. Consumer goods. by V. by David E. But with e-commerce. by V. 6p.

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

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

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

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

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

Subjects: Customer service. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. we will discuss and learn more about each style and how to discern between them. B. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Peppered with insight from our renowned wine expert and widely respected thought leader. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. 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. From America Online to Walt Disney. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. This interactive session will focus on a suggested list of wines to sample. Mary. The authors urge managers to look beyond traditional pricing factors like time and cost. Competition. Mary. This abridged audiobook offers a creative. A Harvard Business School Publishing Virtual Seminar CD. you won't want to miss this. and The Experience Economy is the script from which managers can begin to direct their own transformations. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. for the purpose of identifying where they are overconfident and underconfident. Companies develop robust professional growth plans for managers and employees. Product development. highly original. 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. New economy. Rayport. If the thought of talking to the sommelier makes your palms sweat or if you just need a few extra pointers for your next business dinner. 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. Experiences and transformations are the basis for future economic growth. This best practice briefing (part of our virtual seminar series) will provide practical. We are on the threshold. Peppered with insight from our renowned wine expert and widely respected thought leader. 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. Services Length: 180 min Customer Service Department • 60 Harvard Way • Boston. Marketing strategy. A Conversation with Mary Ewing-Mulligan. Riis. also Featuring Jeffrey Rayport. Audiobook (Cassette) Author(s): Pine. are no longer enough.Marketing Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Brand management. Marketing planning. you may have felt the pressure of making a good impression at an important business dinner. A Conversation with Mary Ewing-Mulligan. but have been hesitant to ask for help. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and consider charging for the value of the transformation that an experience offers. 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. Multiuser Author(s): Ewing-Mulligan. Single User Author(s): Ewing-Mulligan. Marketing management Length: 10p Supplementary Materials: Teaching Note. If you are on the front line of any organization. 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. II. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Joseph. Gilmore. A Harvard Business School Publishing Virtual Seminar CD. 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. you may have felt the pressure of making a good impression at an important business dinner. Companies develop robust professional growth plans for managers and employees. Jeffrey F. If you are on the front line of any organization. John T. say authors Pine and Gilmore. Health care. also Featuring Jeffrey Rayport.00 Year New: 2006 143 509022 Title: Exercise on Estimation Author(s): Gourville. Great for the beginner.. we will discuss and learn more about each style and how to discern between them. Rayport. Market positioning. say Pine and Gilmore. A strong finish will include a summary of key takeaways to use at your next meal. but have been hesitant to ask for help. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Jeffrey F. 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. by Samuel Chun 1081CD Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. of the Experience Economy. Customization. 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. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. Pricing. Great for the beginner. Goods and services. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. 6p. (500006). This interactive session will focus on a suggested list of wines to sample. Market analysis. a new economic era in which all businesses must orchestrate memorable events for their customers. We'll give you the confidence to enjoy wine like a true connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $129.00 Year New: 2006 1081SL Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. you won't want to miss this.

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

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

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

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

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

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

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

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

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

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

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

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

and operational efficiency. orchestrates on behalf of the organization exterior and interior factors. Ulrich E. value proposition. Product introduction. in this sense. the need for marketing has never been greater.95 Year New: 2005 77605 Title: From Sales Obsession to Marketing Effectiveness Author(s): Kotler. Organizational structure Length: 14p 86613 Title: Fund-Raising Lessons from HighTech Marketing Author(s): Riggs. companies confuse marketing effectiveness with sales effectiveness. (2718BC) Managing Customer Retention. Corporate culture. This chapter proposes a "three Vs" approach--valued customer. 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. but it is also important to understand the reasons why people give. 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). 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. The fund raiser. Potentially. 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. Author(s): Wiechmann. (2718BC) Managing Customer Retention. (2688BC) From Declining to Growing Distribution Channels. 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. Conflict. Nonprofit organizations Customer Service Department • 60 Harvard Way • Boston. processes. (2548BC) The Marketing Mix.Marketing SUBJECTS(KEYWORDS) Length: 32p List Price: $6. Pharmaceuticals industry Length: 2p 2661BC Title: From Market Segments to Strategic Segments Author(s): Kumar. A bibliography is provided. (270XBC) Managing Customer Acquisitions. Philip Publication Date: 11/01/1977 Product Type: Harvard Business Review Article Abstract: U. Sales management Length: 8p 576214 Title: Fuji Photo Film Co. Consumer marketing. May be used with: (2548BC) The Marketing Mix. (2726BC) Enhancing Customer Equity Through Add-On Selling. Subjects: Marketing management. Executives determine whether an organization understands and practices marketing by conducting a marketing effectiveness audit. to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics-the traditional "four Ps" of product. Product lines Length: 16p 587122 Title: Functional Integration: Getting All the Troops to Work Together Author(s): Shapiro.S. (2696BC) From Branded Bulldozers to Global Distribution Partners. The resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness. Publication Date: 03/26/1987 Revision Date: 11/09/1989 Product Type: Note Abstract: Explains the need for functional integration and the four ways to obtain it. Japan. Geographic Setting: Japan Industry Setting: Electronics industry Company Size: large Gross Revenues: $500 million sales Subjects: Diversification. That's why drug companies need to learn the lessons of marketing that consumer-goods manufacturers know so well. The audit rates marketing effectiveness in each of five major functions: customer philosophy. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. (2750BC) Market Research: Listen and Learn. Interdepartmental relations. (2696BC) From Branded Bulldozers to Global Distribution Partners. (2661BC) From Market Segments to Strategic Segments. (2726BC) Enhancing Customer Equity Through Add-On Selling. (267XBC) From Brand Acquisitions to Brand Rationalization. place. Marketing strategy. price. Management has to decide how best to position the new product in terms of price. integrated marketing organization. adequate marketing information. This dual consideration can be compared with what one might encounter at a high-tech company. strategic orientation. the next step is building the value network--the crossfunctional orchestration of activities that use the firm's individual competences. Industry Setting: Pharmaceutical industry Subjects: Brand management. and assets to increase profit margin. Publication Date: 11/01/1986 Product Type: Harvard Business Review Article Abstract: The needs of the institution come first in fund raising. Pricing. Carpenter. Marcel. Benson P. Marketing strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 Year New: 2005 F00204 Title: From Managing Pills to Managing Brands Author(s): Corstjens. but also cannibalize sales of its existing cassette products. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter emphasizes that although the marketing function in organizations has declined. the new product could not only significantly improve the company's competitive position in the tape cassette market. and value network--to help firms realize organizationwide strengths that better leverage products and services. (270XBC) Managing Customer Acquisitions. (2688BC) From Declining to Growing Distribution Channels. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. Ltd. and promotion--marketers must start driving overall strategic change.95 Year New: 2005 253XBC Title: From Marketing as a Function to Marketing as a Transformational Engine Author(s): Kumar. Entertainment industry. Henry E. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability. Subjects: High technology products. The note is managerial rather than scholarly in tone. (2750BC) Market Research: Listen and Learn. However. (267XBC) From Brand Acquisitions to Brand Rationalization. Subjects: Careers & career planning.

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

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

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

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

Inc. Canada.--1990 (B): The VXIbus Standard. Market definition. electronic manufacturers. 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. Their particular focus is on the relative roles of national advertising and dealer co-op Customer Service Department • 60 Harvard Way • Boston. Strategic market planning. Robert F. Marketing strategy. 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. As GenRad's key customers. Publication Date: 10/23/1991 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Bob Anderson. Geographic Setting: Concord. 3) absolute cost.9 million 1989 revenues Subjects: Competition. CEO of GenRad. Young.--1990 (A): At a Crossroads in Electronic Test Author(s): Shapiro. due to advances in integrated circuit (i. In implementing changes to GenRad's product strategy. 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. George S. Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: A study of 793 U. The entrant faces six major classes of barriers: 1) economies of scale. Kasturi Rangan 593005 Title: GenRad. Carty. Anderson must work within the context of organizational structure. Benson P. 4) access to distribution. Strategy formulation Length: 27p 581095 Title: General Electric Co. Industrial markets. and forecast cash flows. Inc. must lead his team in rethinking GenRad's product strategy to respond to massive change in the printed circuit board (PCB) test equipment industry. 10p. Inc. their demand for PCB test equipment had stagnated. Implementation. systems. Geographic Setting: Concord. forecast market outcomes. Inc. (887A01). IC or "chip") design. retail pricing.S. and 6) incumbent reaction. 13p. High technology products. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min List Price: $150. Kennedy 592045 Title: GenRad. MA Industry Setting: Electronic test & measurement Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Competition. Must be used with: (502011) Harrah's Entertainment. John R.. pack-types. Carty.: Appliance Division Advertising Author(s): Greyser.is more of an opportunity or threat to GenRad's core business of proprietary PCB automatic test equipment (ATE) systems. Inc. Moreover. and culture that reflect a strong technology orientation. Another important issue in approaching the decision is a definition of the market opportunity. Industrial markets. Raphael R. Strategic market planning. DVD Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy.--1990 (A): At a Crossroads in Electronic Test.S.. Marketing management. Bandiera. Must be used with: (502011) Harrah's Entertainment. In deciding how to change GenRad's organization--yet preserve its legacy of technical excellence-Anderson must confront the question: "What does it mean to be marketoriented in a technology-driven industry?" May be used with: (593005) GenRad. (595067).Marketing Product Type: Case Video.. Raphael R. Direct entrants reduce or avoid barriers by taking one of two strategic approaches: 1) reducing barriers by employing the same competitive strategy as incumbents. May be used with: (592045) GenRad. or 2) avoiding barriers by using a different strategy altogether. Video (VHS) Author(s): Deighton. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing planning. MA Industry Setting: Electronic test & measurement Company Size: mid-size 10/30/10 161 Number of Employees: 1. 2) product differentiation. by John R. High technology products. Stephen A.--1990 (B): The VXIbus Standard Author(s): Shapiro. Benson P.869 Gross Revenues: $188.00 Year New: 2006 82512 Title: Gateways to Entry Author(s): Yip. Competition among industry players. He must develop a complete marketing and financial proposal. pack-sizes... has been asked to develop a proposal for the possible introduction of Gatorade into Canada in 1986.. This case focuses on decisions regarding channels. by V. flavors. 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 -. Subjects: Market share. Pricing strategy Length: 13p Supplementary Materials: Teaching Note.e. Strategy formulation Length: 29p Supplementary Materials: Teaching Note. Product management Length: 7p 87A001 Title: Gatorade Author(s): Kennedy. Market definition. must decide between two radically different product development plans to offer products that incorporate a new industry standard instrumentation bus. trade and company margins. U. faced tough times in their own markets. Marketing strategy. 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. 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. Market segmentation. PCB testing requirements had become more complex at a time when customers were seeking lower-cost testing solutions. Market segmentation. 5) capital requirement. Publication Date: 06/30/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Carole Prest. new business development officer for Quaker Oats Canada Ltd. 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. Geographic Setting: Ontario Industry Setting: Beverage industry Company Size: large Subjects: Beverages. Distribution. as a result. Implementation. Inc. Director of Strategic Marketing and Business Development.

35p. Strategic market planning Length: 16p Supplementary Materials: Supplement (Note).: Clock and Timer Market Strategy. by John F. Marketing strategy. Human resources management.Marketing advertising. Sales promotions Length: 17p 582031 Title: General Electric Co. (582151). Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances. Publication Date: 06/14/1982 Revision Date: 05/21/1984 Product Type: Supplement (Note) Abstract: Basis for the development of product market alternatives for the housewares and audio business of the General Electric Corp. The proposed budget. Cady 582151 Title: General Electric Co. to electrical wholesalers (who in turn sell to repair shops). the executives are reviewing a new merchandising program for the coop. John A. by John F. Must be used with: (582031) General Electric Co. Distribution Channels for Consumer Aftermarket Motors Author(s): Corey. Publication Date: 05/11/1987 Revision Date: 10/12/1989 Product Type: Case (Field) Abstract: The management is concerned about the current cost efficiency and competitive effectiveness of continuing a long-standing relationship with three master distributors who sell small motors. The issue is what action. 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. Multinational corporations. and merchandising expenditures. Appliances. John F. Bates 585076 Title: General Electric Co. A videotape (9-885-517) is available for use with this case. by John A. Automation. Production processes. Raymond Corey 585053 Title: General Electric Co. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . At the time of the case. John F. Multinational corporations. John A. Currently GE is the market leader. Quelch. Product planning & polic