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

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

Dessain. Europe. Family owned businesses. Vincent Dessain. Product development. The student is asked to prepare Alfa-Laval's stand in the negotiations. Publication Date: 05/01/1978 Product Type: Case (Field) Abstract: Reveals the outcome of the final negotiations between Alfa-Laval and the Polish FTO. Distribution channels. the case examines consumer marketing and distribution in general.Marketing Bonoma. Geographic Setting: Sweden. Machinery. Includes color exhibits. Design management. Dessain. Marketing management. Negotiations Length: 3p 9-183-9C Title: All Customers are not Created Equal. Europe. Gillespie. Sales strategy Length: 3p Supplementary Materials: Teaching Note. Multinational corporations. Italy Industry Setting: Consumer products Subjects: Brands. has acted as adviser and counselor to Alessi. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). by Youngme Moon. Consumer goods. Anders Sjoman. Creativity. By describing the challenges facing Alessi. Sjoman. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Abstract: Alessio Alessi.. FSS Author(s): Lattin. 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. Vincent. the FTO. Youngme. Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands. Anders Sjoman. Teaching Note. 3p. Sales strategy Length: 15p Supplementary Materials: Supplement (Field). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer goods. worldrenowned architect and designer. by Youngme Moon. Product development. Vincent Dessain. Karen A.. and reflects on the implications for marketing practice in Customer Service Department • 60 Harvard Way • Boston. Supplement (Field). as applied in the niche market of highly designed household goods for an Italian design factory. the FTO is interested in another licensing agreement for a more advanced product line. Design management. Consumer goods. Negotiations Length: 11p 578199 Title: Alfa-Laval: Farm Equipment Division (B) Author(s): Wiechmann. Distribution channels. where design ambitions need to be balanced with business considerations. head of distribution at family-run Alessi S. describes a logic for allocating marketing dollars across unequal customers. Distribution channels. Sjoman. (506057).p. Ulrich E. Consumer marketing. Distribution channels. Europe. Youngme. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Vincent. Consumer marketing. Includes color exhibits. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). 11p. Vincent. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Abstract: Since the 1970s. Italy. Considers the interests of Alfa-Laval. Machinery.A. Family owned businesses. (504020). Italy. (504019). Design management. Italy. Color Case. By discussing Mendini's role as art director. Geographic Setting: Sweden. by Youngme Moon Year New: 2004 504022 Title: Alessi: Evolution of an Italian Design Factory (D) Author(s): Moon. He applies this model to the donation behavior of university alumni. Product development. Consumer marketing. the Italian household goods design factory. Youngme. 6p. Carlson 504018 Title: Alessi: Evolution of an Italian Design Factory (A) Author(s): Moon. Anders Sjoman. by Youngme Moon. Sales strategy Length: 9p Supplementary Materials: Teaching Note. by Youngme Moon Year New: 2004 10/30/10 12 578198 Title: Alfa-Laval: Farm Equipment Division (A) Author(s): Wiechmann. (506057). (506057). Product development. (506057). by Youngme Moon Year New: 2004 504019 Title: Alessi: Evolution of an Italian Design Factory (B) Author(s): Moon. Alessandro Mendini. Dessain. the case introduces the artistic side of Alessi. Italy. 9p. Professor James M. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industrial markets. Publication Date: 06/16/2008 Product Type: HBS Courseware Abstract: How are customers unique? How can we determine customer value? What are the implications of these customer differences for marketers? In this presentation. 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. Ulrich E. Multinational corporations. 11p. by Youngme Moon Year New: 2004 504020 Title: Alessi: Evolution of an Italian Design Factory (C) Author(s): Moon. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. and Alfa-Laval's competitors. Europe. 11p. Consumer marketing. Youngme. Geographic Setting: Europe. Family owned businesses. Geographic Setting: Europe. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industry analysis. Vincent. International trade. The student is asked to evaluate the new situation in light of two years' experience and change. (504022). Design management. Consumer goods. Family owned businesses. is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. Italy Industry Setting: Consumer products Subjects: Brands. Sjoman. Lattin presents his model for revealing the hidden dynamics of customer relationships over time. Dessain. In 1974. Marketing management. Vincent Dessain. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). an internationally acclaimed design and manufacturing company of household objects for the table and kitchen. Sales strategy Length: 6p Supplementary Materials: Teaching Note. James M. International trade. Sjoman. 11p.

Now. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels. as well as determining the advertising budget. Industry Setting: Information services Subjects: Customer relations. 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. Alloy uses a Web site to convert prospects and build community. Marketing management Length: 14p Supplementary Materials: Teaching Note. Sales strategy Length: 2p 585159 Title: Allied Van Lines. 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. Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy. Industrial markets. 12p. 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. with the Internet. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies. Electronic commerce. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. reaching customers through participation in an organization of electronic communities. direct access to individual customers for business.. Consumer marketing. the customizer.com retails clothing to teens by catalog. by John Deighton 508033 Title: Alltech. (588076). As a result. 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). Martin H. Marketing implementation. Kambil. Advertising media.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi. Marketing management.com: Marketing to Generation Y Author(s): Deighton. and 2) the key to making money on the Internet is to focus on customer relationships. and lock-in have been employed principally in studies discussing technology standards. Hattemer.S. Shelman.Marketing general. Ellen R. Cespedes 500048 Title: Alloy. Information services. and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. exploiting technology to bring together different businesses and services to meet customer needs. Stephen A. Extensive consumer research provides a basis for formulating creative and media decisions. Internet. David E. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods. Marketing strategy Length: 2p List Price: $4. Distribution planning. The overarching theme is that technology is only a tool. Geographic Setting: Chicago. NY Industry Setting: Apparel industry. 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.. but from a series of interesting historical processes and events. John. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign. these ideas may be usefully extended to consumer branded products.. not on technology for technology's sake. and the coordinator or architect. Frank V. 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. David Y. including foods and beverages. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous. (501043). IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns. most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. Internet.. Market structure. market-clearing equilibrium. 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. a single site can offer many different transaction methods. McWilliams. Argues that the U. Subjects: Electronic commerce. Entrepreneurship. Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing. Internet.. Market research. Henderson. Management must frame a response. there are two potentially enduring truths: 1) the Internet allows unprecedented. Air freight service. Caroline M. Geographic Setting: New York. by Frank V. switching costs. Although the concepts of path dependency. Sales promotions Length: 23p Supplementary Materials: Teaching Note. the community participant. tailoring a product to the individual consumer. Paul F. guiding the customer through a transaction.. Author(s): Cespedes. the real pay dirt here is the customer. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Electronic commerce. bland-tasting beer may have been largely derived not from an efficient. Author(s): Greyser. Diane. Stack. Inc. Trucking Length: 44p 586046 Title: Alloy Rods Corp. Wilson..naturally Author(s): Bell. Jim Publication Date: 12/01/1996 Product Type: Harvard Management Update Article Abstract: While the conventional wisdom about using the Internet for profit changes monthly. 10p. and a prime focus of the battle will be among distributors. Mary Publication Date: 12/12/2007 Customer Service Department • 60 Harvard Way • Boston.

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

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

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

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

While the line was being developed. CA Industry Setting: Internet & online services industries. Joseph. it is the online leader in this category. Phony. this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. Author(s): Ryans. MA Industry Setting: Audio equipment industry. Do your customers use any of these words to describe what you sell. quality. or how you sell it? Inundated by fakes and sophisticated counterfeits. However. raising questions about the long-term viability of Autobytel's purchase referral model. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. has invented a breakthrough audio invention.com Author(s): Moon. Product positioning Length: 22p 99A009 Title: Augat Electronics. Subjects: Advertising strategy. They would rather buy something real from someone genuine rather than something fake from some phony. a major new U. World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon. manage.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel. and the home audio market. the interactive kiosk market. Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei. Through examples from a wide array of industries as well as government. Inauthentic. Information age." James H. (899A09). 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. Customization.95 Year New: 2007 2687ES Title: Authenticity: What Consumers Really Want--A Harvard Business School Press Book Summary in Partnership with getAbstract 10/30/10 27 Author(s): Gilmore. The new Augar connector product appeared to offer customers significant economic benefits. welcome to the club. Electronics industry Subjects: Innovation. the professional audio market. II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived. charting how to be "true to self" and what you say you are.. Joseph. Geographic Setting: Cambridge. Joseph Pine II argue that to trounce rivals companies must grasp. identifies four basic types of attractors. " appealing to the five different genres of authenticity. Marketing strategy. 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. people increasingly see the world in terms of real or fake. "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal. Disingenuous. by Adrian B.. Cross. Pricing.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. Farris.S. Adrian B. Autobytel is struggling to accelerate revenue growth. He has narrowed down the commercial possibilities to four markets: the autosound market. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. and availability. education. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Distribution Customer Service Department • 60 Harvard Way • Boston. and excel at rendering authenticity. Market selection. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine. James H. In "Authenticity. Disingenuous. and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization. Customer relations. Gilmore. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. a graduate student at the MIT Media Lab. the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it. and crafting and implementing business strategies for rendering authenticity. Inc. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. According to a number of metrics. 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. Inc. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. B. Do your customers use any of these words to describe what you sell--or how you sell it? If so. James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. 9p. Inundated by fakes and sophisticated counterfeits. Phony. B. Gilmore and B. Marketing strategy. and religious sectors. Information technology. New product marketing. In addition. When deciding to buy. Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 5p UV0632 Title: AutoZone: How Long Will They Be in the Zone? Author(s): Simko. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. consumers judge an offering's (and a company's) authenticity as much as--if not more than--price. Paul. people increasingly see the world in terms of real or fake. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2. Product development. This article classifies existing approaches to creating attractors. Pine. a number of competitors have sprung up. Paul W. The company has launched several new services and is now seeking to reposition itself in the market. Geographic Setting: Irvine.Marketing mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26. nonprofit. II. He must now decide how to commercialize the technology.

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

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

Teaching Purpose: Sales force management. Phil Publication Date: 02/01/2002 Product Type: HBR OnPoint Article Abstract: Customer relationship management is one of the hottest management tools today. 14p. it is now considering whether it should sell directly to the consumer. and between the representatives and their customers. David B. This article looks at best practices in CRM at several companies. direct selling.000 in the United States alone. 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. Loyalty. by David B. E. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. They've found that CRM backfires in part because executives don't understand what they are implementing. Product introduction Length: 14p 503016 Title: Avon.. Machinery. by David B. E. Customer service. However. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. Customization. 14p. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. Market share. Teaching Note. with its representatives.000 in the United States alone.com (B) Author(s): Godes. with its representatives. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. at more than 200 companies in a wide range of industries. Schefter. 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. Personal selling. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. Customer Service Department • 60 Harvard Way • Boston. both successful and unsuccessful. It isn't.com (A) Author(s): Godes. 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. Industry Setting: Electronic test & measurement. Sales management. by E. Godes NEW 505S12 Title: Avon. Market share. Sales management. there seems to be potential for the web to help them grow their business in new and different ways. Sales strategy Length: 15p 503041 Title: Avon. 14p. Customer retention. Yet.50 590022 Title: Avon Co. (590023). Internet. Sales organization. Personal selling. Klein. Includes color exhibits. Product introduction Length: 14p Supplementary Materials: Teaching Note. Executives began to make longrange plans for production and marketing. Sales strategy Length: 2p Supplementary Materials: Teaching Note. which are then supported by the technology. 10/30/10 30 Sales strategy Length: 15p Supplementary Materials: Supplement (Library). Personal selling. Customer retention. and BMC Software. The company's independent representatives number 500. Loyalty. Yet. Machinery. Market segmentation Length: 8p 8946 Title: Avoid the Four Perils of CRM (HBR OnPoint Enhanced Edition) Author(s): Rigby. Sales compensation. there seems to be potential for Avon to grow their business on the web in new and different ways. Square D. But more than half of all CRM initiatives fail to produce the anticipated results.com (A). Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. Stephen A. Product design. CRM is the creation of customer strategies and processes to build customer loyalty. Rather. Godes. (503093). The company's independent representatives number 500. Pricing strategy. Godes NEW 593021 Title: BASF: Corporate Advertising for 1992 Author(s): Greyser. (503041). GE Capital.000 Gross Revenues: $5. 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. Frederick F. Must be used with: (503016) Avon. Why? And what can companies do to reverse that negative trend? The authors--three senior Bain consultants--have spent the past 10 years analyzing customer-loyalty initiatives. Raymond Publication Date: 08/09/1989 Revision Date: 10/30/1989 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. David B. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers. David B. Sales management. Spanish Version Author(s): Godes. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes BASF's corporate advertising program in the United States. Subjects: Customer relations. Raymond Corey 503039 Title: Avon Corp. Sales compensation. Industry Setting: Electronic test & measurement.000 Gross Revenues: $5. Market segmentation Length: 11p List Price: $6. Customization. Pricing strategy.. A rewritten version of an earlier case.Marketing Subjects: Customer relations. by David B. Product design. Grand Expeditions. However.7 billion revenues Subjects: Marketing management. Customer service. Author(s): Corey. What benefits might Avon reap from using the Web to improve its relationship with its customers. including the New York Times Co. Sales organization. and between the representatives and their customers. Author(s): Corey.7 billion revenues Subjects: Marketing management. Darrell K. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM.. (503093).com (A). Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Subjects: Marketing management. Sales compensation. Reichheld. it is now considering whether it should sell directly to the consumer. let alone how much it will cost or how long it will take. 2p. Executives began to make longrange plans for production and marketing. Sales organization.

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

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

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

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

600 Gross Revenues: $590 million revenues Subjects: Brands. especially in international markets. by John A. Marketing management. Sales management Length: 15p 506S24 Title: Basic Quantitative Analysis for Marketing. Alvin J. Medical supplies Length: 20p Supplementary Materials: Teaching Note. (Revised) Author(s): Newton. (UV0310). both Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Watertown. Sales management. Alexandra. Harper. Kinnear. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Subjects: Breakeven analysis. and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition. Geographic Setting: United States Industry Setting: Furniture industry Company Size: mid-size Gross Revenues: $64 million annual sales Subjects: Furniture. senior vice president and COO of The Barco Group. Cost accounting.Marketing Video Author(s): Deschamps. Publication Date: 12/11/1984 Product Type: Case (Field) Abstract: Barry Controls has moved from a system of selling direct to using manufacturers' representatives. Constance M. explains key events and issues that affected Barco during the 1990s. the search for new applications of graphic-projection technology. Massachusetts's leading retail bank. As these companies begin to diversify. Inc. Author(s): Corey. Geographic Setting: Massachusetts Industry Setting: Financial services Number of Employees: 5. Marketing strategy. many of these companies being started by former Barry Controls employees. and the company's relationship with its major competitor. Newton.. Jean-Philippe. Sony. 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. 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. Inc. Derek A. 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. International marketing. Geographic Setting: United States Industry Setting: Eye care Company Size: Fortune 500 Gross Revenues: $1. MA Industry Setting: Manufacturing industries Subjects: Distribution planning. Pricing. Consumer marketing. Quelch 595031 Title: BayFunds Author(s): Silk. 8p. Author(s): Ranson.. 6p.7 billion revenues Subjects: International marketing. Jamie Publication Date: 09/16/1994 Product Type: Case (Field) Abstract: In June. Marketing strategy. Industrial markets. 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.. Demand analysis. 1994. Marketing organization. Quantitative analysis Length: 8p BESTSELLER UV0309 Title: Battlefield Furniture Group.. Klein. Raymond. Publication Date: 03/01/1980 Product Type: Case (Field) Abstract: New sales manager faces a variety of problems with individual salesmen. Marketing strategy. How can the mix of funds offered be extended to meet changing market and economic conditions.International Institute for Management Development Abstract: Eric Dejonghe. (591136) Barco Projection Systems (D).00 585136 Title: Barry Controls: Division of Barry Wright Corp. Manufacturing. (591134) Barco Projection Systems (B). Robert J. 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. Nirmalya Publication Date: 11/23/1998 Product Type: Case Video Publisher: IMD . Root. Robin Publication Date: 09/29/1997 Revision Date: 10/16/1997 Product Type: Case (Field) Abstract: Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America. Financial services. (598103). BayBank. Product lines Length: 34p 598031 Title: Bayer AG (A) Author(s): Quelch. E. Derek A. Lisa R. Product lines Length: 27 min List Price: $150. Robert J. Supervision Length: 10p 594056 Title: Bausch & Lomb: Regional Organization Author(s): Quelch. Subjects: Industrial markets. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 584149 Title: Basic Quantitative Analysis for Marketing Author(s): Dolan. Mutual funds. Product development. had entered the mutual fund business by successfully launching BayFunds. the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Teaching Note. Spanish Version Author(s): Dolan. Now management faces a new set of marketing challenges to develop the business further. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Marketing strategy. a family of proprietary mutual funds. Profitability analysis. Laidler. Sixteen months earlier. Newton Year New: 2007 580123 Title: Battlefield Group. John A. by Derek A. John A. generic versus niche products. and to add value to customers. Kumar. (591135) Barco Projection Systems (C). the effectiveness of this system of marketing is questioned. 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. Motivation. Topics include market segments.

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

Medical supplies. Germany. Product positioning. Marketing organization.. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger. 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). Geographic Setting: United States Industry Setting: Medical supplies Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Industrial markets. it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations. Interviewed by Professor John Quelch. Medical supplies. Kasturi Publication Date: 10/03/1986 Revision Date: 11/16/1989 Product Type: Case (Field) Abstract: Concerns negotiations between managers of Becton Dickinson's (BD) VACUTAINER division (which manufactures and sells blood collection products) and managers of a large hospital buying group. Frank V. V. Marketing implementation. One of the company's largest customers threatens to leave them for refusing their "low-price" request. Marketing strategy. (595084). 13p. Management of change. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: Case (Field) Abstract: Becton Dickinson. with regard to the background and success of the "Talk to Chuck" advertising campaign. Pricing.. Charles Schwab & Co. As well as a pricing-negotiations case. Models. Marketing management. Marketing management.. Public relations Length: 28p 9-509-704 Title: Becky Saeger. (587075). Video Supplement (VHS) Author(s): Quelch.. Rangan. Video Supplement (DVD) Author(s): Quelch.. V. Frank V. which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD.. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust.. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust. 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). Inc. Marketing implementation. Sales management. by Frank V. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger. Supply chain Length: 21p Supplementary Materials: Teaching Note.: VACUTAINER Systems Division Author(s): Cespedes. Advertising media.. Kasturi Rangan 587085 Title: Becton Dickinson & Co. Marketing organization. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution. Chief Marketing Officer of Charles Schwab and Co. by V. Charles Schwab & Co. Recent changes in the health care industry are the background for the negotiations. 10p. V. Sales management Length: 17p Supplementary Materials: Teaching Note. Food. CMO. Frank V. Farris. Inc. Paul W. 4p. Pricing. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150. Both the capabilities and limitations of such models as an aid to media planning are major issues in the case. and important distributors.: VACUTAINER Systems Division (Condensed) 10/30/10 37 Author(s): Cespedes. Inc. Sales management Length: 18p 592037 Title: Becton Dickinson & Co. by John A. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . One of the company's largest customers threatens to leave them for refusing their "low-price" request. Logistics. CMO. 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. yet the potential business at stake makes it difficult to be inflexible. (595100).: VACUTAINER Systems Division (Condensed).. John A. Cespedes 502S25 Title: Becton Dickinson & Co.. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: LACC Case Abstract: Becton Dickinson. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution. yet the potential business at stake makes it difficult to be inflexible. This forces a reevaluation of the company's highly successful product policy and channel strategy.00 9-509-703 Title: Becky Saeger. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD. Negotiations. Medical supplies. Inc. Marketing organization. Quelch 576027 Title: Becel Margarine Author(s): Greyser.00 594060 Title: Becton Dickinson & Co. Rangan. with regard to the background and success of the "Talk to Chuck" advertising campaign.. John A. Geographic Setting: United States Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. managers at Becton Dickinson are considering a multidivisional marketing effort. This forces a reevaluation of the company's highly successful product policy and channel strategy.: Multidivisional Marketing Programs Author(s): Cespedes. Chief Marketing Officer of Charles Schwab and Co. the buying group. 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. Frank V. Interviewed by John Quelch.Marketing Note. Stephen A. Negotiations.. Goode. Rangan. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising. Spanish Version Author(s): Cespedes.

Xin. Paul W. 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.. Author(s): Beamish. Market segmentation.000 Gross Revenues: $175 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising. George Heilmeier. and advertising evaluation. Marketing strategy. Product management. by Robert D. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China. Describes Bellcore's relations with its owners. the seven regional Bell companies. Stephen A. and evaluation of the development and results of a major advertising campaign. Chen Xiao Yue. Intellectual property. Pricing. market segmentation. He considered several options and had to determine what would work best in the Chinese market. Marketing organization. Marketing implementation. 6p. 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. Aircraft. and 2) if so. Industry developments. by Paul W. Health services. and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. John L. which resulted in a cash shortage. the effectiveness of positioning via mass media to change consumers' nutritional perceptions. what should be the role and responsibilities of a new manager within the marketing organization. Sales management Length: 21p Supplementary Materials: Supplement (Note). the company was trying to decide how to introduce the product to both the domestic and international markets. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. 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. Created and owned by the Chinese university at which the new technology had been invented. Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser. The timing--1991--is propitious. if so. 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. the immediate case decisions are: 1) whether to hire an additional manager. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes. Patents Length: 25p Supplementary Materials: Teaching Note. Membership cards were sold that entitled each member to a distinct level of hospital service.. Mark. Joint ventures. by Frank V. The new campaign involves a substantial increase in marketing expenditures. 11p. Publication Date: 10/20/1988 Product Type: Case (Field) Abstract: Senior marketing executives of a national food commodity council are evaluating initial results of a new advertising campaign aimed at increasing real consumer demand for fresh beef. what) modifications are warranted for the upcoming year. Cespedes 513050 Title: Beech Aircraft Corp. only a few memberships had been sold.. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies. 9p. Hence. Buzzell. (A) Author(s): Greyser. Market research. (898M33). The CEO found that as the building neared completion. Teopaco. Teaching Note. (588077). (591071). Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation. Stephen A. by Kenneth G. Market entry. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns. 9p. Kenneth G. Yue. A new CEO. Frank V. Organizational design.Marketing Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution.. International marketing. (593109). Sales management Length: 18p Supplementary Materials: Teaching Note. 10/30/10 38 promotional. 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. The division has authorization to hire an additional marketing manager. (801A06). Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy. Marketing management. Ken Mark 592047 Title: Bell Communications Research Author(s): Corey. E. Major issues include: the role of advertising in increasing demand for a commodity food product. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11. Beamish.. Hardy. should the company try to commercialize the technology independently or via joint venture? Should they do so with a local or foreign company? What pricing. 17p. More specifically. budgetary considerations. Food. but felt that he must redirect and revitalize the marketing campaign. by Frank V. Goode. Rocco Customer Service Department • 60 Harvard Way • Boston. Medical supplies. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . has just succeeded Mr. International marketing. Negotiations. Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. He did not know why sales failed to materialize as expected. Agriculture. Chen Xiao. Commodity markets. Dr. role of advertising within overall company strategy. Marketing organization. including historical approaches to advertising. China. and its organization structure and decision-making processes. 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. They are deciding on whether (and. Medical supplies.

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

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

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

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

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

Appliances. by Robert J. (598106).. Competition. Dolan 587056 Title: Black & Decker Corp. Publication Date: 08/12/1986 Revision Date: 03/01/1987 Product Type: Case (Field) Abstract: In April 1984. but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. Supplement (Field). Dolan. (D): DeWalt Opportunities in Europe and Japan Author(s): Dolan. Geographic Setting: United States Industry Setting: Hand tools & power tools Gross Revenues: $4 billion revenues Subjects: Brands. 22p. Product introduction. Black & Decker acquired the housewares division of General Electric. (A): Power Tools Division. (595060). sales promotion. and merchandising in support of the brand transition from GE to Black & Decker. Competition. Includes color exhibits. (598106). International marketing. (595062). Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes the initial results of Black & Decker's strategy in the United States. Product introduction. In October 1999 (Red October). Geographic Setting: United States Industry Setting: Hand tools & power tools Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Brands." Must be used with: (595060) The Black & Decker Corp. Black & Decker is anxious to regain its market share leadership in particular segments of the market.00 Supplementary Materials: Teaching Note. Marketing strategy. Dolan. which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. Competition.e. Tools Length: 3p Supplementary Materials: Teaching Note. Video Author(s): Black & Decker Publication Date: 03/06/1996 Product Type: Case Video Abstract: Designed for use with Black & Decker Corp. International marketing. Customer Service Department • 60 Harvard Way • Boston. Product introduction. Marketing strategy. (C): "Operation Sudden Impact" Results-1992-94. International marketing. Marketing strategy. (598106). 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. (A): Power Tools Division. Teaching Note. Publication Date: 03/30/1995 Revision Date: 06/20/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's strategy for the tradesmen market. Dolan BESTSELLER 595060 Title: The Black & Decker Corp. Robert J. by Robert J. Marketing strategy. its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors).com Author(s): Moon. International marketing. by Robert J. Cynthia A. by Robert J. Tools Length: 13p Supplementary Materials: Supplement (Field). It then makes its findings available to consumers in the form of "BizRate star ratings. 22p. To date. Robert J. Tools Length: 6p Supplementary Materials: Case Video. Competition. (598106). Supplement (Field). (A): Power Tools Division. Dolan 595062 Title: The Black & Decker Corp. (595061). This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i. Industry Setting: Tool Subjects: Brands. International marketing. (596511). (B): "Operation Sudden Impact" Author(s): Dolan. (B): "Operation Sudden Impact" (DeWalt Introduction).9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 501024 Title: BizRate. by Black & Decker. (B): "Operation Sudden Impact". Teaching Note. Industry Setting: Tool Subjects: Brands. (C): "Operation Sudden Impact" Results-1992-94 Author(s): Dolan.Marketing total. 3p. particularly in Europe and Japan. 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. Must be used with: (595057) The Black & Decker Corp. Geographic Setting: California Industry Setting: Internet & online services industries Number of Employees: 200 Gross Revenues: $10 million revenues Subjects: Direct marketing. Robert J. Dolan 9-507-S18 Title: Black & Decker Corp.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2. continue to collect point-of-sale and follow-up data. Must be used with: (595057) The Black & Decker Corp. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's challenges in international markets. (B): "Operation Sudden Impact. Spanish Version Author(s): Dolan. 14p. (501026). BizRate introduced a number of e-commerce initiatives. Market research Length: 22p Supplementary Materials: Teaching Note. by Robert J. Industry Setting: Tool Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 44 595061 Title: The Black & Decker Corp. Marketing strategy. by Robert J. 6p. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. Product introduction. Dolan 596511 Title: The Black & Decker Corp. (A): Power Tools Division Author(s): Dolan. Robert J. Youngme Publication Date: 10/10/2000 Revision Date: 03/12/2001 Product Type: Color Case Abstract: BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. by Robert J." which are displayed on its website. Industry Setting: Tool Subjects: Brands. 22p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (598106). 2p. Tools Length: 2p Supplementary Materials: Teaching Note. Product introduction. Tools Length: 25 min List Price: $150. Competition. John A. Robert J. Must be used with: (595057) The Black & Decker Corp. The new vice president of marketing is reviewing the roles and 1985 budgets for advertising. by Robert J.. 25 min. by Youngme Moon 595057 Title: The Black & Decker Corp. 22p. Bates.: Household Products Group (A) Author(s): Quelch. 22p. Electronic commerce. Dolan.

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

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

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

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

Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6. 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. Moon cites numerous examples of companies.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy. reverse. IKEA. A fivefold typology of brands-Coveted Icons. Market positioning. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Tarnished Treasures. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser. (8280BC) Core Brand Message: How to Build a Unique Brand. Marketing strategy. 10/30/10 49 Developers. Trout. David A. 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. (8279BC) Core Brand Values: How to Build a Unique Brand. Seenu Publication Date: 05/08/2006 Product Type: Faculty Seminar Video Medium: CD-ROM Publisher: Stanford University Abstract: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit based on investment in brand? In this presentation. attribute perception biases. 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. She presents four positioning strategies--iconic. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. and consumer regard for. and predicting a brand's equity in a product market.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. professor V. Her insights and analyses can help you to position your product to its best advantage. Analyzing. breakaway. V. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . but ultimately it's the CEO's job to stop brand dilution. Subjects: Brand management. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston. and nonattribute preference--and reveals how much each contributes to brand equity. and Diamonds--is offered for describing the degree of brand balance. analyzing. and Predicting Author(s): Srinivasan. Joachimsthaler. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity.. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: Identifying and clarifying your brand icons--defined as anything that is unique to your brand and that brings up an image of your brand in the customer's mind--is an important step in creating a brand roadmap. (8281BC) Brand Personality: How to Build a Unique Brand. Seenu Srinivasan shares his research on measuring.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon. Analyzing. and nonattribute preference--and reveals how much each contributes to brand equity. V. Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. This chapter will help you determine which brand icons will work best for your brand. analyzing. and stealth positioning--that such companies have used to dominate their product categories. Consumer marketing. the brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. Kevin J. and Sony.. (8282BC) Brand Icons: How to Build a Unique Brand. such as JetBlue. Subjects: Brands. (8279BC) Core Brand Values: How to Build a Unique Brand. Evidence suggests managers need to assess both consumer familiarity with. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. Brands. Vicki R. 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. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. The fault lies partly with marketers and ad agencies. professor V. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. Seenu Srinivasan shares his research on measuring. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. 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. Troopers. attribute perception biases. 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. (8280BC) Core Brand Message: How to Build a Unique Brand. and predicting a brand's equity in a product market. whose unorthodox approaches have allowed them to steal share from all segments of the market.

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

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

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

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

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

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

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

WI Industry Setting: Motorcycle Subjects: Brand management. by Susan Fournier.O. 20p. 10-day trek from South Padre Island. (501800). Streaming. DVD. Brands. Motorcycles Length: 60 min List Price: $150.300 mile Border to Border Posse Ride. what philosophy and tactics to adopt in future design. Sensiper. 2. Video Author(s): Fournier. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. 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. by Susan Fournier. and if so.00 U0107E Title: Building Brand: A Road Map Author(s): Sandberg. Customer service.O. James. Motorcycles Length: 39p 501009 Title: Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case) Author(s): Fournier. Industry Setting: Motorcycle Subjects: NO SUBJECTS(KEYWORDS) Length: 60 min Year New: 2005 501801 Title: Building Brand Community on the Harley-Davidson Posse Ride. Loyalty. and serious outlaws within one community? Includes color exhibits.G. Sylvia. Schouten. 60 min. (501052). product line. Market research. what philosophy and tactics to adopt in future design. Allows students to deliberate what it means to really get close to one's customers. and to build relationships between consumers and the company. 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.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. WI Industry Setting: Motorcycle Subjects: Brand management. closeto-the-customer philosophy.O. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . TX to the Canadian Border that is billed "for serious riders only. and the day-to-day execution of relationship marketing programs. a grueling 2. by Susan Fournier. Customer service.300 mile. to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H. and the ability of this method to inform management decisions and goals. a grueling 2. 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.G. to develop a brand community. by Susan Fournier. the product. the cultivation of brand community. Judith Maas. Motorcycles Length: 2 hours Supplementary Materials: Teaching Note. Tex. 2. Loyalty. Publication Date: 07/01/2001 Product Type: Harvard Management Update Article Customer Service Department • 60 Harvard Way • Boston. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers.300 mile Border to Border Posse Ride. and other consumers. McAlexander.Marketing Revision Date: 11/01/2000 Product Type: Color Case Abstract: The second Harley-Davidson Posse Ride. and the day-to-day execution of relationship marketing programs. 10-day trek from South Padre Island. Industry Setting: Motorcycle Subjects: Brand management. (501801). product line.G. Case Video. Customer service. Kirsten D. Video (DVD) Author(s): Fournier. (501052). and if so. John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: LACC Case Abstract: Concerns the second HarleyDavidson Posse Ride. WI Industry Setting: Motorcycle Subjects: Brand management.G.O. 10day trek from South Padre Island. Customer service. 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. Judith Maas 501800 Title: Building Brand Community on the Harley-Davidson Posse Ride. close-to-thecustomer philosophy. 60 min. and if so.G. Spanish Version Author(s): Fournier.. Loyalty. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride.G. Loyalty.300 mile. Brands. can be profitably explored through this case venue as well.O. TX to the Canadian border that is billed "for serious riders only. the cultivation of brand community. Susan Publication Date: 09/01/2000 Product Type: Case Video. James. by Susan Fournier 505S11 Title: Building Brand Community on the Harley-Davidson Posse Ride.300 mile. Susan Publication Date: 09/01/2000 Revision Date: 11/14/2002 Product Type: Case Video Abstract: Contains an ethnographic account of the 10-day. closeto-the-customer philosophy." Harley Owner's Group (H. Brands. 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. and serious outlaws within one community? Geographic Setting: Milwaukee. Schouten." Harley Owner's Group (H. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. a grueling 2. Case Video. Sensiper. The conduct of ethnographic inquiry. Motorcycles Length: 37p Supplementary Materials: Case Video. what philosophy and tactics to adopt in future design. 60 min. the cultivation of brand community. Teaching Note. Susan. 20p. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. Yuppie Weekend Warriors. Yuppie Weekend Warriors.O. Geographic Setting: Milwaukee.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. Brands. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. and the day-to-day execution of relationship marketing programs. John Publication Date: 12/28/2000 Product Type: Multimedia Case Abstract: Concerns the second HarleyDavidson Posse Ride. Geographic Setting: Milwaukee. the brand. DVD Abstract: Contains an ethnographic account of the 10-day. product line. (1179-5). Susan. Yuppie Weekend Warriors. McAlexander. Sylvia.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

potential benefits in standardizing multinational marketing strategy. 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. HBR Case Discussions. Profitability analysis. and an annual catalog. he was excited about creating a dynamic marketing department of his own. Canada. In view of the trend toward at least partial centralization of marketing management. Beth Hanson.'s assortment. Marketing strategy. Caroline requested a new packaging design. "La Shampoo: For the Look and Feel of France.000 over his budget. Profitability analysis.Marketing is in trouble. Michael R. 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. Neal.. Eric recommends a price cut. 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. Hardware & fastener industry Company Size: large Subjects: Canada. Market Customer Service Department • 60 Harvard Way • Boston. Hall. however. hardware. a phone-order service. the line had begun a slow descent. Automotive supplies. Subjects: Centralization. Mark. Industry Setting: Consumer products Subjects: Brands. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. As part of the company's marketing strategy.. Retailing. Competition. Costello. but the company hadn't really addressed the problem until two years ago. Geographic Setting: Canada Industry Setting: Building materials industries. Distribution channels. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns. 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. Lawn care. Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp. and houseware products. Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden. Tools Length: 28p 70 902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce. Industry Setting: Computer industry Subjects: Computer industry. But now. 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.. A decision has to be made soon in order to save the brand. Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher. In 1989. Flood. consistency in dealing with customers. International marketing. while Beth wants a relaunch. Its slogan. International business. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Michael R. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. Marketing strategy. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy. HBR Case Discussions. There are. Lawn care. 10/30/10 Merchandising. Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell. The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category. the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. 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. Publication Date: 11/01/1968 Product Type: Harvard Business Review Article Abstract: The prevailing view of multinational companies (MNCs) is that marketing strategy is a local problem which differs from country to country. The ad agency backed her up and called for a modest "new look" campaign. Although the company is the country's most shopped retailer.J." had remained the same since day one. Marketing implementation. Significant cost savings. Nicholl. Hardware & fastener industry Company Size: large Subjects: Canada. Michael. Geographic Setting: Canada Industry Setting: Building materials industries.: Circular Saw Line Review Process Author(s): Pearce. Thomas W. Introduced in 1975 and targeted at women between the ages of 15 and 30. T. the online retail segment has not turned a profit. Finkbeiner. Bong. when there are imitators all around. a nationwide hard goods retailer invested in software to support Internet shopping. Van den Berg. the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. Shawn. Product planning & policy. At first. 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. 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. La Shampoo has a stylish image that had immediately become popular. Robert D. Electronic commerce. Robert J. Consumer goods. and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program. which also included retail stores. however. Founder and CEO Mark Felton had seen his first product take off like a rocket. when it named Caroline brand manager. Ltd. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The tension grows in the meeting as Caroline weighs the options. improved planning and control. Is Merrick just trying to keep his department's new hires happy? Should he try to implement his intro without incremental funds? Or are the other members of the executive staff being myopic? Five experts try their hands at setting California Vision Tools on the right course. The online component was one element in a multiple-channel retailing approach. Karen..

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

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

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

is pushing for a discount. Despite this rich history. And two Asian machine-tool companies have set their sights on Occidental's home market. Marketing strategy. Some state that brand loyalties are declining and that in today's consumer world. Stephen H.. The era of relationship marketing. Rogers. Mary. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions. (598123). William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. Marketing implementation. has a long-standing policy of selling its 10/30/10 74 products at list price--discounts are out of the question. Richard T. Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Inc. much less manage them.. And two Asian machine-tool companies have set their sights on Occidental's home market. F. Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman. F. 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. HBR Case Discussions. and Sir Adrian Cadbury. Whitescarver. Jim. Moore. Scott's company. by Susan Fournier. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Mary. 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. Haeckel. Whitescarver. "Buck". Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). has a long-standing policy of selling its products at list price--discounts are out of the question.G. Carl Spielvogel. Customer retention. and significance of brand loyalty. Loyalty. Moore. 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. Here's how to do discounts right. chairman and CEO of Backer Spielvogel Bates Worldwide. Dew. 17p. 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. Occidental Aerospace. Walter J. with its focus on retaining customers for life. Others feel that the concept of loyalty itself is not outmoded or outdated.. Johnson. Growth strategy. And two Asian machine-tool companies have set their sights on Occidental's home market.. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215) Customer Service Department • 60 Harvard Way • Boston. but Standard Machine Corp. Includes color exhibits. Marketing management. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 90408 Title: The Case of the Migrating Markets Author(s): Levitt. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. measurement. is pushing for a discount.. Market analysis. Sales management. has a long-standing policy of selling its products at list price--discounts are out of the question. and conceptually limiting idea.G. Marci K. Susan. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account.. is pushing for a discount. Bruce. many questions remain about the definition. but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired.Marketing Subjects: Case method. precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. Marketing management Length: 24p Supplementary Materials: Teaching Note. but Standard Machine Corp. Consumer behavior. Pricing. Inc.. Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr. Rogers.. has instilled yet greater interest in the concept. Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon. but Standard Machine Corp. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. president and CEO of Campbell Soup Co. Retailing. multibrand usage--not brand loyalty-appears the norm. How can the company expand product lines in a way that appeals to younger people but does not jeopardize brand identity and customer loyalty? Cathleen Black. David W. director of advance marketing development at IBM. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores. former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. Maruskin. 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. "Buck". Subjects: Corporate strategy. Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. Lindgren. publisher of USA Today and executive vice president for marketing of Gannett Co. Theodore Publication Date: 07/01/1990 Product Type: Harvard Business Review Article Abstract: Describes an established company whose profits are being sustained by price increases on a few core products and gradual population growth. Scott's company. John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices. Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier. Machinery. Scott's company. Occidental Aerospace.. overly simplistic. Lindgren. Richard T. Yao. Occidental Aerospace. Bruce. Subjects: Brands.

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

. Geographic Setting: Massachusetts Industry Setting: Apparel industry. Subjects: HBR Case Discussions. Glen L. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Market share. recently retired as a research director at E. The Pigments Division of Industrial Chemicals. Joseph Alvarado. entry in frozen specialty desserts. Moult. They feared Sweet Dream would take away market share from LaTreat. marketing vice president of Monsanto Chemical Co. He also identifies emerging trends and inevitable roadblocks that could dethrone today's powerhouses. Marketing management. and mom-and-pop stores and to reshape the concept of shopping malls. the consumers it exists to serve. Spector explores the brilliant strategies that have enabled category killers to overpower department stores. DaSilva.. Walter J. but few approach their contributions with an eye toward enhancing their brands. not just dollars. Four executives Jerry Della Femina. and Richard F. Product management Length: 8p 383052 Title: Casual Male: Off-Price Men's Apparel Retailing Author(s): Tedlow. Retailing Length: 224p List Price: $27. and existing firms disappear when they can't adapt. Prestridge. regional chains. discuss the question and explain how they would manage the decision. David E. Robert Publication Date: 11/01/2004 10/30/10 76 Product Type: HBS Press Book Abstract: Retail is a dynamic and often ruthless world that equally influences. Growth strategy. Bell 9608 Title: Category Killers: The Retail Revolution and Its Impact on Consumer Culture (Hardcover) Author(s): Spector. has captured the bulk of the inks. Product life cycle. by David E. Subjects: Corporate strategy. Marketing strategy. Inc. paints. Inc. Salmon. Sliney. Author(s): Bell. and James A. Industry Setting: Merchandising. to a pressing but carefully chosen social need and then tell the world about the cause and their service to it. Retail industry Company Size: small Gross Revenues: $28 million sales Subjects: Advertising strategy. Entrepreneurship. . Richard S. Retailing Length: 32p 594026 Title: Catalina Marketing Corp. Bill Horton. Carol L. director of marketing research for NutraSweet Co. 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. 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. and advertising. Marketing strategy.'s Component Test Group. New players constantly emerge to satisfy consumer demand better. Abraham B. Product introduction. Product management. Sales management Length: 7p 88513 Title: The Case of the Test Market Tossup Author(s): Star. (595093). Pricing strategy. including The Nordstrom Way and Amazon. Geographic Setting: California Industry Setting: Retail industry Number of Employees: 294 Gross Revenues: $70 million revenues Subjects: Advertising strategy. Marketing strategy. Inc. the company's new premium frozen dessert. Starr. Chay. John M. Robert Spector is a seasoned business journalist.. bar and structural sales. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. general manager. Innovation. Consumer marketing. believing that the company was protecting a product that was already tiring. a white pigment and color enhancer. Those that do take such an approach commit talent and know-how. vice president of Teradyne." from Toys R Us and Home Depot to Wal-Mart and Costco. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register.. and international speaker on customer service and corporate culture. Sales promotions. executive vice president of General Foods Worldwide. both the business and the Customer Service Department • 60 Harvard Way • Boston. Lastly. McNamee WCRS. Consumer marketing. 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. Mark A..com. Cohen. it can be used in courses on small business or entrepreneurship. selling. Inland Bar and Structural Co. Clothing. Retailing. William H. Through the association. Marketing management. Keenan... the curve seems destined for decline. 4p. Sweet Dream's product manager.. Absorbing and insightful. Retail industry Subjects: Competition. Spector vividly recounts how "category killers. in the process. who had spent 18 months evaluating the new product and strongly favored the launch. What course should the division pursue? David L. Alison T. HBR Case Discussions. Catalina is currently trying to decide where and how to expand its operations. Feldman. retail expert. 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. consumer demands and desires shift with new offerings. After several years of 50% and 60% growth. Based on decades of research and investigative reporting. Publication Date: 07/01/2003 Product Type: Harvard Business Review Article Abstract: Most companies make charitable donations. Du Pont de Nemours. and still successful. have ingeniously rewritten the retail playbook and. Urban.95 R0307H Title: Causes and Effects Author(s): Cone. In Category Killers. Supermarkets Length: 34p Supplementary Materials: Teaching Note. and is influenced by. 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. executive vice president of SAMI/Burke. 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: 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. doubted LaTreat's long-term market strength. and dyes markets with WP-88. profoundly altered cultural and economic factors--from migration and traffic patterns to legislation and taxation to wages and jobs.I. He is the author of four previous books.evaluate Bill Horton's performance and examine whether Paradise Foods should reconsider its no-launch decision.Marketing Review Article Abstract: Very successful products tend to have sales curves that soar and then flatten. Stephen H. the company's first. chairman and CEO of Della Femina.

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

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

choice of target audience. a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers. it is difficult for the Chase to develop and execute a coherent strategy in a geographical area. Benson P. International business. International banking. if Charmed decides to hire a marketing team. Quelch. position its brand? This case presents elements of the company's overall brand strategy-including brand assets. Geographic Setting: Europe Industry Setting: Commercial banking. E. Rajiv. 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 E.00 Supplementary Materials: Teaching Note. Europe. Product lines Length: 20p Supplementary Materials: Supplement (Library). 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. and performance measures.. Geographic Setting: San Francisco.B. 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. Must be used with: (590084) Chase Manhattan Bank (A). John A. Banking industry Subjects: Commercial banking. A rewritten version of a case by W. Inc. New product marketing. This case introduces Spain and its market opportunities as well as the Chase. Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Subjects: Innovation.. 20p. Includes color exhibits. Product introduction. Financial services. 11 min. and media message. The company has no marketing team.. Quelch. Supplement (Library). Benson P. Negotiations. Advertising strategy. (9-509-704). CA Industry Setting: Financial services Gross Revenues: $5. Product lines Length: 24p Supplementary Materials: Supplement (Field). Youngme Publication Date: 08/31/2001 Product Type: Color Case Abstract: Charmed Technology.: The "Talk to Chuck" Advertising Campaign Author(s): Quelch. (509702). (590094). Interdepartmental relations. by Benson P. widely known as a discount brokerage firm.. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. (508064). 590085 Title: Chase Manhattan Bank (B) Author(s): Shapiro. Raymond Corey 502012 Title: Charmed Technology Author(s): Moon. Geographic Setting: Asia Industry Setting: Poultry & egg production Subjects: Agribusiness. David Publication Date: 11/26/2001 Product Type: Case (Field) Abstract: As the financial services industry converges. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . it doesn't even have a VP of marketing or sales yet. Video. by John A. 10/30/10 Southeast Asia Length: 22p 79 590084 Title: Chase Manhattan Bank (A) Author(s): Shapiro. Suppliers Length: 6p Supplementary Materials: Teaching Note. Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) Abstract: Involves price negotiation and reciprocity. Customer relations. Europe. Shapiro. The "CharmIT" is being billed as the world's first affordable. Interdepartmental relations. Pricing. Kiron. 7p. Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Chemicals. Technology Length: 23p 593049 Title: Charoen Pokphand Group Author(s): Goldberg.8 billion revenues Subjects: Advertising campaigns.Marketing List Price: $150.. Ray A. wearable computer for consumers. by John A. Brand management. (590025). 9p. 7p. Communication strategy. Publication Date: 11/30/1992 Revision Date: 03/06/1995 Product Type: Case (Field) Abstract: A successful agribusiness (poultry and feed) company in Thailand plans to adopt a model for all of Asia. Author(s): Corey. Quelch 507005 Title: Charles Schwab & Co. 11 min.. England and J. Indeed. China. (9-509-703). International banking. Quelch. The bank is very large with a broad. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. It is organized by products and market types. Landendorf. message strategy. Winig. 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. has just released its first product. by John A. The series explores the jurisdictional difficulties in mobilizing the Chase's strength. 590086 Title: Chase Manhattan Bank (C): The Individual Bank Author(s): Shapiro. 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. 5p. Test market results facilitate discussion of advertising objectives. Customer service. complex product line. Willis. Inc. Marketing planning. However. Video. CEO Alex Lightman is unsure whether this makes sense. Purchasing. 9p. 4 min. Shapiro. Expansion. (590094). (508064). Quelch. by Benson P. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Customer Service Department • 60 Harvard Way • Boston. by John A. it will have to fire a significant number of engineers because of budgetary constraints. Customer relations. Given that the CharmIT is still a first-generation product. . International business. Thus. by John A. by John A. how should Charles Schwab. International marketing. Geographic Setting: Spain. media selection. Video. Benson P. especially China. Quelch Year New: 2007 502020 Title: Charles Schwab Corp. by Benson P. Provides students with the perspective of transfering agribusiness technology from one country to another. (590085). Vincent N. Shapiro. 4 min. Marketing strategy Length: 27p NEW 590024 Title: Charlestown Chemical. (509701).: Introducing a New Brand Author(s): Lal. Video.

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

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

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

that there is no single green marketing strategy that is right for every company.95 SMR157 Title: Choosing the Right Green Marketing Strategy Author(s): Ginsberg. Herzlinger. Regina E. 7 min. (304053). and citizens may or may not obtain outcomes that accord with their preferences.. by Rohit Deshpande. the environment almost never wins. availability. Medical supplies. Winig. Subjects: Environmental protection. How. by Rohit Deshpande 10/30/10 NEW 83 9-507-P03 Title: Cipla. Case Video. Kasturi Publication Date: 01/31/1995 Revision Date: 04/19/1996 Product Type: Note Abstract: Compares four different approaches to case teaching: lecturing. For example. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing management. Weber. illustrating. theorizing. Pricing. 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. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Corporate responsibility. the news isn't all bad.. yet. Jocz. must decide what to do about Cipla's future. the political marketplace offers a relatively limited range of options. Case Video. 7 min. Patents. choice is essential to representative democracies. Customer Service Department • 60 Harvard Way • Boston. power. Product lines Length: 21p Supplementary Materials: Teaching Note. Product introduction.. and choreographing a case. depending on market and competitive conditions. must decide what to do about Cipla's future. Health care. Subjects: Case method. Regina E. sales. 7 min. 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. 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. Nevertheless. Argues the advantages of the "choreography" method from the point of view of students' learning. 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. 14p. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). identity. John A. minimally invasive medical device has achieved only onethird of its budget. Teaching methods Length: 6p 503085 Title: Cipla Author(s): Deshpande. And. Case Video. Portuguese Version Author(s): Deshpande. Weber Year New: 2004 304053 Title: Circle Gastroenterology Products (B) Author(s): Herzlinger. It's even more important to realize. 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. such as convenience. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. (1278-9). (307021). James B. when consumers are forced to make trade-offs between product attributes or helping the environment. Streaming. It also comes with burdens. and/or clinical trials? Geographic Setting: United States Industry Setting: Medical equipment & device industry Number of Employees: 700 Gross Revenues: $80 million revenues Event Year End: 2003 Subjects: Global Research Group. Bloom. Public policy Length: 8p Year New: 2004 595074 Title: Choreographing a Case Class Author(s): Rangan. (507705). price. those "other things" are rarely equal in the minds of consumers. 2p. Jill Meredith. by Regina E. sometimes becoming too much of a good thing for both consumers and marketers. then. as the growing number of people willing to pay a premium for green products--from organic foods to energy-efficient appliances--attests. Marketing strategy. by Rohit Deshpande. and performance. Pharmaceuticals industry. Paul N. Rohit. by Rohit Deshpande. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Choice is an integral part of life--linking with desire. With India poised to enforce international patents in only two years. Health insurance.. Ethics. Concludes with a description of that method and some tips on how to use it. Winig. however. and rationality. James B. quality. reimbursement. Product development. In contrast. Weber. Ethics. V. James B. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. The authors suggest that companies should follow one of four strategies. India. (507706). Was the problem one of marketing strategy. Marketing implementation. should companies handle these issues? They must always keep in mind that consumers are unlikely to compromise on traditional product attributes. Rohit. Marketing strategy. Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Abstract: The head of Cipla. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa.Marketing Author(s): Quelch. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. Aldo Sesia Jr. Regulation Length: 20p Supplementary Materials: Supplement (Field). Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: LACC Case Abstract: The head of Cipla. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. Publication Date: 11/05/2003 Revision Date: 09/15/2008 Product Type: Case (Field) Abstract: A new. With India poised to enforce international patents in only two years.

V. Cisco took a dip in its sales and profits in 2001. by V. Spanish Version Author(s): Rangan. Students make a decision. by V. 8 min. Marketing strategy. by V. 8 min. Kasturi Publication Date: 06/01/1995 Product Type: 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. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. and several of its country managers in the region. Industry Setting: Health care industry. Geographic Setting: Asia Subjects: Asia. Marketing strategy. Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new business strategy. Market entry. DVD Abstract: Presents the launch advertisements in four Asia Pacific countries. 4p. Product positioning. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Consumer credit. Product introduction. Service management Length: 28p 595026 Title: Citibank: Launching the Credit Card in Asia Pacific (A) Author(s): Rangan. Geographic Setting: Asia Subjects: Asia. Regulation Length: 2p Year New: 2004 505006 Title: Cisco Systems: Managing the Go-to-Market Evolution Author(s): Rangan. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Consumer credit. Service management Length: 8 min List Price: $150. 14p. Health care. Pricing. Spanish Version Author(s): Rangan. Kasturi Publication Date: 03/24/2005 Revision Date: 05/18/2006 Product Type: Case (Field) Abstract: With the collapse of the dotcom market and related shrinkage in the high-tech industry. Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min Year New: 2005 595523 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. by V. Coming back from the recession. The bank's New York headquarters. 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. India--1993. Must be used with: (304052) Circle Gastroenterology Products (A). Product introduction. Service management Length: 25p Supplementary Materials: Supplement (Field). Product positioning. 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. Service management Length: 4p Supplementary Materials: Case Video. Pricing. Case Video. they work out 10/30/10 84 a comprehensive launch plan. 8 min. were not enthusiastic. Marketing strategy Length: 20p Supplementary Materials: Teaching Note. Marketing strategy. and several of its country managers in the region. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. Kasturi Rangan 584016 Title: Citibank: Marketing to Multinational Customers Author(s): Buzzell. Marketing strategy. Teaching Note. DVD. Kasturi Rangan Year New: 2005 595522 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. Kasturi Rangan BESTSELLER 9-508-S05 Title: Citibank: Launching the Credit Card in Asia Pacific (B). and if a "go" decision is made. Consumer credit. Product development. (595027) Citibank: Launching the Credit Card in Asia Pacific (B). Product introduction. Kasturi Publication Date: 06/01/1995 Product Type: Case Video Abstract: Presents the launch advertisments in four Asia Pacific countries. by V. India--1993. Product positioning. V. 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. V. Pricing. 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. Video (DVD) Author(s): Rangan. (595523). Product positioning. and if a "go" decision is made. Medical supplies. were not enthusiastic. International marketing. Consumer credit. Marketing strategy. 14p. Health insurance. Health insurance. International marketing. International marketing. (506065). (595104).Marketing Publication Date: 11/05/2003 Revision Date: 01/02/2008 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Medical supplies Subjects: Global Research Group. V. Students will make a decision. they will work out a comprehensive launch plan. V.00 503S47 Title: Citibank: Launching the Credit Card in Asia Pacific (A). Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). by V. (595522). V. International marketing. Marie Bell. 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. Case Video. Video Author(s): Rangan. 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. Product introduction. V. Robert D. Describes those changes and poses new channel management challenges in light of Cisco's entry into new markets and technologies. Product introduction. Geographic Setting: United States Gross Revenues: $18 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Distribution channels. The bank's New York headquarters. Kasturi Rangan. Kasturi Rangan. Pricing. (595523). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. (595027). Kasturi Rangan.

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

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

and longevity for both the vending and the buying companies. Risk Length: 10p Year New: 2005 R0504X Title: Class--or Mass? (HBR Case Study) Author(s): Kesner.. Reputation worries aside. Geographic Setting: Argentina Industry Setting: Arts. he faces a constant challenge to remain competitive on and off the field. Sales strategy Length: 23p 508056 Title: Club Atletico Boca Juniors Author(s): Elberse. the club has recruited and developed dozens of star players. Harkey. Though demand is at an all-time high. Consumer behavior. Idalene F. Macri is approached by Spanish and Italian soccer powerhouses. Geographic Setting: Latin America. Mike Publication Date: 08/08/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Mark Jacoby. along with new fishing regulations. 2) systems. seeking to purchase the players Fernando Gago and Rodrigo Palacio. a fictional software firm. Though demand is at an all-time high. Benson P. (E232TN). But Neptune's recent investment in state-of-the-art freezer trawlers. United States Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Inventory management. The experience of Club Med is largely among Europeans. How can he get others to see the danger. is resulting in catches that are bigger than ever. Explains the advantages. James Lattin. Mark. Neptune's sales head. HBR Case Discussions. Recreation. market. the company is saddled with excess inventory--and there's no relief in sight. Walters. but the Club has attracted young. Market definition. Rockney Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. and 4) strategic account relationships. the company is saddled with excess inventory--and there's no relief in sight. Mike Harkey Year New: 2006 589015 Title: Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment Author(s): Shapiro. Growth strategy. Lattin.S. Reputation worries aside. Spanish Version Author(s): Ward. tourists to its Caribbean resorts. In his eleven years at Boca Juniors. by Mark Leslie. Inventory management. is resulting in catches that are bigger than ever. too? May be used with: (R0504Z) Class--or Mass? (Commentary for HBR Case Study). Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. and risks of each. Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Product Type: LACC Case Abstract: Focuses on Club Med's strategy in the U. and the company is doing everything it can to preserve its premium image among customers. James. Rita Sanchez. Ballve.Marketing the $20 billion industry. Throughout its storied history. Rita Sanchez. Soccer Number of Employees: 1000 Gross Revenues: $200 Million Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2008 503S65 Title: Club Mediterranee. Subjects: Customer relations. Risk Length: 6p Year New: 2005 E232 Title: Clearion Software Author(s): Leslie. Should Macri enter negotiations with the clubs interested in buying the star players? If so. single U. Marketing strategy. Partnerships.S. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. Marketing strategy. the marketing director of $820 million Neptune Gourmet Seafood. along with new fishing regulations. However. Not many executives in the company are in favor of cutting prices. Anita. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. In November 2006. and how it differs from that of the richer soccer clubs in Western Europe. Marketing management. how should they approach the talks? Allows for an in-depth examination of Boca Junior's business model. Food. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Publication Date: 01/14/2008 10/30/10 87 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: Club Atletico Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. International marketing. 3) major account management. Purchasing. entertainment & sports. and the company is doing everything it can to preserve its premium image among customers. The second half is devoted to a discussion of strategic account relationships which embody importance. But Neptune's recent investment in state-of-the-art freezer trawlers. How can he get others to see the danger. Neptune's sales head. VP of the Americas sales organization at Clearion. 9p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . allocating headcount. disadvantages. Not many executives in the company are in favor of cutting prices. 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. Tourism Length: 14p 579061 Title: Club Mediterranee Author(s): Ward. Sales management. Herrero. Food. Describes the changes he makes and asks students to consider making improvements on them. HBR Case Discussions. He needs to reevaluate his strategies for setting quotas. Also enables an assessment of successful talent and brand management strategies in the context of a sports franchise with a worldwide reach. Publication Date: 08/29/1988 Product Type: Note Abstract: Describes four kinds of selling: 1) transaction. is having a bad week. Alberto. Industry Setting: Food industry Subjects: Brand management. and assigning territories. Gustavo A. too? Geographic Setting: East Coast Industry Setting: Seafood industry Subjects: Brand management. president Mauricio Macri has significantly increased the club's net worth and annual revenues. has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Neptune is the most upmarket player in the $20 billion industry. has missed his quota for the first time in his career at the company. intimacy. Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Customer Service Department • 60 Harvard Way • Boston.

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

2) the evolving competitive context and cultural complexity of the European credit market. Publication Date: 05/20/1985 Product Type: Case (Field) Abstract: The Consumer Products Division (CPD) of Cole National Corp. Consumer credit. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. Pricing strategy. Das Narayandas BESTSELLER 587015 Title: Coffee Brands: Direct Product Profit/Cost Exercise Author(s): Quelch. Cofidis sells consumer credit over the phone. (501086). Narayandas. Communication strategy. 8p. CEO of Cofidis. Direct marketing. Public relations Length: 9p Supplementary Materials: Teaching Note. Cofidis sells consumer credit over the phone. by Niraj Dawar Year New: 2004 575131 Title: Cole National Corp. Retailing. Based on the lessons of the past. Benson P. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods. Product development. Ethics. Growth management. China. Melanie D. Globalization. France. John A. Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: Case (Field) Abstract: An offspring of French catalog marketer 3 Suisses. (587125). Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Frank V. Brands. 3) the adaptive marketing strategy of the company. Cardozo. Das Publication Date: 02/07/2000 Revision Date: 12/12/2000 Product Type: Case (Pub Mat) Abstract: Chairman and CEO M. Spanish Version Author(s): Wathieu. Direct marketing. Niraj. Consumer marketing. can we advise Michel Guillois. One of the company's products. (C) Author(s): Shapiro. and a popular sponsor of Tour de France. by Charles King. International marketing. and the challenge and opportunities posed by the Internet. Brands. which evolved from bundling with the 3 Suisse catalog. is one of China's largest soft drink producers. Geographic Setting: United States Industry Setting: Coffee Subjects: Brands. Intended for use with a computer diskette. to direct mail. CEO of Cofidis. Geographic Setting: China Industry Setting: Food industry Company Size: large Subjects: Beverages. Brands. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. 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. Food. Nancy Publication Date: 08/21/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Wahaha Hangzhou Group Co. Sales promotions Length: 16p Supplementary Materials: Teaching Note. Product planning & policy 10/30/10 Length: 21p 89 903A06 Title: Cola Wars in China: The Future Is Here Author(s): Dawar. 9p. to print advertising in TV guides.N. Geographic Setting: Global Industry Setting: Soft drink industry Number of Employees: 30. Marketing strategy. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. which evolved from bundling with the 3 Suisse catalog. Consumer goods. 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. Competition. Spencer. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. Publication Date: 06/24/1975 Revision Date: 06/28/1979 Product Type: Case (Field) Abstract: Presents background material on the Cole National Corp. 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. Marketing management. the results of the strategy. the evolving competitive context and cultural complexity of the European credit market. and plastic letters. Marketing strategy. Charles. Ethics. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. pocket knives. was launched a few years ago to compete with Coca Cola and PepsiCo and has made significant progress in the soft drink markets that were developed by these cola giants. and signs to 56. Emerging markets. (803A06).Marketing Machine (A): Pricing to Capture Value.452 Gross Revenues: $450 million revenues Subjects: Advertising. Communication strategy. France. Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: LACC Case Abstract: An offspring of French catalog marketer 3 Suisses and a popular sponsor of Tour de France. the adaptive marketing strategy of the company. to direct mail. Quelch 501055 Title: Cofidis Author(s): Wathieu. Consumer credit. Sales management Length: 13p 585173 Title: Cole National Corp. to print advertising in TV guides. Future Cola. This case explains CPD's marketing strategy and presents the dilemma facing the executive in charge: either turnover in the field salesforce Customer Service Department • 60 Harvard Way • Boston.. Rewritten version of a case by R. (501084). 7p. 4) the results of the strategy. Ltd. (C): Consumer Products Division Author(s): Cespedes. by Luc Wathieu 503S16 Title: Cofidis. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. to bicycling sponsorship. International marketing.. Based on the lessons of the past. to bicycling sponsorship. Brand management. This case describes: 1) Cofidis' product and value proposition. 7p. numbers. sells keys. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . or Not? Author(s): King.000 retail outlets which then sell them to consumers. can we advise Michel Guillois. and 5) the challenge and opportunities posed by the Internet. Consumer Products Division and its marketing strategy. This case describes: Cofidis' product and value proposition.000 Gross Revenues: $19 billion revenues Subjects: Beverages. Dai.452 Gross Revenues: $450 million revenues Subjects: Advertising. Reaction around the world is swift and negative. by John A.

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

In essence. John. in part because of the personal nature of mobile devices. however. Geographic Setting: Boston. (IMD072). Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession.: Enterprise E-Commerce Author(s): Rangan. and feared that if television audiences migrated to VOD. Kasturi. But managers' efforts to capture such information may soon be thwarted. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Author(s): Elberse. Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. Because individuals can be. negotiating with customers for information will become costly and complex. Sales management. Caravella. Rayport. Technology. Inc. but it has to convince customers to adopt its solution. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 Customer Service Department • 60 Harvard Way • Boston. Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel. connected anytime and anyplace. but also why that individual might be there. Jeffrey F.Marketing Length: 24p Supplementary Materials: Teaching Note. if so. 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. Must be used with: (501077) Color Kinetics. With that information. how? Moreover. Subjects: Consumer behavior. 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. Technological change. by Das Narayandas. Consumers will be unlikely to bargain with vendors on their own. Includes color exhibits. 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. by V. (507087). though. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing. 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. Venture capital Length: 18p Supplementary Materials: Teaching Note. Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006. High technology. Market selection Length: 4p 507080 Title: Comcast Corp. by Sandra Vandermerwe NEW 501077 Title: Color Kinetics. III. tailor their offerings to individual needs. 11p. more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. Software. (A) Author(s): Narayandas. Mary Neuner Caravella 501078 Title: Color Kinetics. 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. Strategic planning. Rohm. how should companies address privacy issues? These are of particular concern. Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan. Das. 4p. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. Anita. MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing. (501078). and identify opportunities for new products or services. 11p. Bell. Inc. their revenues from selling advertising time would decrease. As a result. Das. The major broadcast networks. they need to understand some fundamental issues. Information technology. and often are. improve customer satisfaction. and has developed that technology into a successful line of products for its first targeted market of "retailtainment. Fareena. and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80. Market selection Length: 16p Supplementary Materials: Supplement (Field). 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. How could Burke and Roberts convince the networks to team up with Comcast and distribute their content via On Demand free of charge? Or was it time for Comcast to rethink its push for "free" content. And 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. Marketing strategy. High technology. Schreiber. however. Kasturi Rangan. Its innovative e-commerce software provides unique customer relationship management solutions. V. Subjects: Business marketing. Caravella." Now in November 1999.000 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. Consumer marketing. High technology. this venture capital start-up has to come up with a marketing plan to break even and grow. (A). were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times. Inc. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively. (B) Author(s): Narayandas. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. Before companies rush into this new marketing arena.

and so that you have substantial price latitude. Derek F. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. Spanish Version Author(s): Star. Market research. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Public relations. Market Analysis. by Derek F. and Note on Marketing Arithmetic and Related Marketing Terms. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. alternative communications. Industry Setting: Advertising industry Subjects: Advertising. twodimensional gradients between commodities and specialties. Focuses on: Target selection. Demand analysis. Derek F. Marketing planning. Publication Date: 02/01/1977 Revision Date: 06/01/1977 Product Type: Case (Field) Abstract: Provides information on a variety of further research studies up to the introduction of test marketing. and need for consistency in communications programs. Internet. Technology Length: 1p List Price: $4. Technology. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. Public relations. Technology Length: 2p List Price: $4. Forecasting. 14p. This article offers practical tips for getting the most out of videoconferencing. Pricing. Abell 577109 Title: Compactor (B1) Author(s): Abell. Personal selling. World Wide Web Length: 3p List Price: $4. Publication Date: 11/01/1975 10/30/10 92 Revision Date: 09/22/1992 Product Type: Note Abstract: Introductory note on communications policy for use in first year marketing. The response was overwhelming: forget the flashy features and focus on your customers. 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. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases." the compactor. Knowledge management. Marketing strategy. Provides a new way to improve the profit margins of commodities. message delineation. Subjects: Commodity markets. Sales promotions Length: 12p Supplementary Materials: Teaching Note. Designed for sales. Communication. Communication. Focuses on: Target selection. Technology expert Eric Marcus examines the future of the Internet. Market selection. Industry Setting: Advertising industry Subjects: Advertising. Benson P. Advertising media. Publication Date: 08/23/1998 Product Type: Note Abstract: Describes how to manage the pricing process so that your product or service does not become a commodity. means and media. Assumes that students have previously read Consumer Analysis. economics of communications decisions. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). 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. Product introduction. Customer retention.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland. (578181).50 999005 Title: Commodities.50 504S11 Title: Communications Policy. and Note on Marketing Arithmetic and Related Marketing Terms.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7. and need for consistency in communications programs. 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. real-time virtual communication. message delineation. Stephen H. Management communication. economics of communications decisions. 9p. Not a Price Taker! Author(s): Shapiro. Personal selling. Market Analysis. Marketing management. Strategic planning Length: 28p Supplementary Materials: Teaching Note. marketing. (585021). communications intensity. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968." Subjects: Customer relations. Specialties and the Great In-Between Author(s): Shapiro. Subjects: Internet. and their attempts to estimate potential demand. by John A. knowledge sharing and knowledge management. communications intensity. Pricing strategy. Subjects: Pricing strategy. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. Stephen H. and general managers responsible for price making and related activities. Advertising media. Subjects: Management communication. and search engines for how the current technological developments can improve communication. some communication technologies are beginning to add value to the bottom line. 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.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus. alternative communications. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. 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. 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. Benson P. Quelch 577106 Title: Compactor (A) Author(s): Abell. years--of hype. Assumes that students have previously read Consumer Analysis. means and media.

and health clubs. 49 min.. Over time. by Derek F. Market research. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2005 599503 Title: Compaq Computer: Focus Groups 1 and 2. Marketing planning. and retailers had collaborated on the product design. Geographic Setting: Global Industry Setting: Computer industry Company Size: large Subjects: Computer industry. like bouncing checks. David E. Mark.3 billion sales Event Year End: 1969 Subjects: Appliances. Shows students the way groups interact. Leamon. Strategic planning. companies have no incentive to help customers avoid them. and the message you can get from talking to the customer. (895A11). how they are conducted. (599500). and the message you can get from talking to the customer. Industry Setting: Computer industry. creating opportunities for competitors. Shows students the way groups interact. Marketing management. has lured millions of angry cell phone customers away from the incumbents by offering a straightforward plan with no hidden fees. Retailing Length: 10p 599500 Title: Compaq Computer: Focus Groups 1 and 2. Gail. by Adrian B. penalties and fees. when a rival comes along with a friendlier alternative. Product development.--1995 Author(s): Ryans. Marketing management. The market environment and the strategies of key competitors and Intel are discussed. Industry Setting: Computer industry. by Compaq Computer. Ann 10/30/10 93 Publication Date: 04/14/1999 Revision Date: 08/11/2000 Product Type: Supplement (Field) Abstract: Gives the final report. Retail industry Subjects: Computer industry. Miller. A launch is scheduled for nine months later. Vandenbosch. High technology. Market research. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. for example. Leamon. Does the focus group support the decision? Is it reliable? Any changes mean going against conventional wisdom and possible failure in a new market. which may have been instituted to offset the costs of undesirable customer behavior. Market research. and no contracts. Not surprisingly. Industry Setting: Computer industry. by Compaq Computer 599092 Title: Compaq Computer: Focus Groups Author(s): Bell. In industries where squeezing value from customers is commonplace. Must be used with the video. 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. who often make bad purchasing decisions.Marketing Gross Revenues: $7. 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. Product development. Retail industry Subjects: Computer industry. of the focus group on Compaq Computer's new consumer notebook. and methodology in detail. can be highly profitable. and no minimums. Video (DVD) Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video. no time-of-day restrictions. Marketing management. Test markets Length: 20p Supplementary Materials: Teaching Note. which has been approved by the executive committee. (599503). Neil Publication Date: 12/12/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Describes the evaluation of Compaq's marketing strategy in the personal computer industry from its founding in 1982 to 1995. Marketing strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . companies that dismantle these harmful practices and design a transparent. David E. Industry Setting: Computer industry. DVD Abstract: Presents actual video footage of focus groups for market research on notebook computers. Moon. Market research. may have been designed to serve various segments. Most firms that profit from customers' confusion are on a slippery slope. Product development. 49 min. customers defect. Ryans 599053 Title: Compaq Computer: Consumer Notebook Group Author(s): Bell. (599500) Compaq Computer: Focus Groups 1 and 2.. As a result. 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. DVD. Tactics like these generate bad publicity and fuel customer defections. now the fourth-largest thrift bank in the United States. High technology. Similarly. Overly complex product and pricing options. Abell R0706E Title: Companies and the Customers Who Hate Them Author(s): McGovern. Video Transcript. Virgin Mobile USA. Marketing management. selection method. Describes the groups. Product introduction. Retailing Length: 49 min Customer Service Department • 60 Harvard Way • Boston. Adversarial value-extracting strategies are common in such industries as cell phone service. Corporate strategy. Video. bleed them with fees. value-creating offer can head off customer retaliation and spur rapid growth. both results and methodology. and baffle them with fine print? Because bewildered customers. turn out to be very profitable. ING Direct.. 8p. offers accounts with no fees. Should Compaq base its product design on the opinions of 64 people? Must be used with the video. Adrian B. Youngme Publication Date: 06/01/2007 Product Type: Harvard Business Review Article Abstract: Why do companies bind customers with contracts. Technology Length: 27p Supplementary Materials: Teaching Note. how they are conducted. manufacturers. retail banking. Compaq management must decide how to respond to the changing market and competitive environment. Strategic planning. Must be used with: (599092) Compaq Computer: Focus Groups. Engineers. Video (DVD). no tiered interest rates. (578181). High technology. (599122) Compaq Computer: Focus Groups 1 and 2. for example. Must be used with: (599092) Compaq Computer: Focus Groups. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 95A011 Title: Compaq Computer Corp. Case Video. 14p. Retailing Length: 4p Supplementary Materials: Case Video. Retail industry Subjects: Computer industry. their customer-centric strategies for delivering value have evolved into company-centric strategies for extracting it.

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. it could cease to be a player in the market it has created and filled. Retention. (2610BC) The Right Customers: Acquisition.95 Year New: 2006 593120 Title: Complementarity. Marketing management.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. Stephen H. Market research. (2645BC) Interactive Marketing: New Channel. Targeting. Helps them determine how to evaluate the results from an operational point of view. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. not just their products. Market research. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. (2564BC) Creating a Marketing Plan: An Overview.Marketing List Price: $150. High technology. Computer industry. (2637BC) Integrated Marketing Communications: Creativity. the new version of the product makes a "break with the past" in at least some limited way. New Challenge. Retail industry Subjects: Computer industry. Market research. It concludes with Michael Porter's "five forces" that shape positioning strategy. Consistency. Students must evaluate the reliability of the research and decide which of three products to produce.. and Effective Resource Allocation. Profitability analysis. Students must evaluate the reliability of the research and decide which of three products to produce. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. 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. Marketing strategy. the company will maintain or increase its 45% share of the market. or interrelationships. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. Computer industry. Points up the differences between the approaches and casts a critical eye upon them. If not. If not. David E. Teaching Purpose: Introduces students to different types of market research. Industry Setting: Consulting Subjects: Consulting. Big World. and Product Change: Breaking with the Past?. David E. 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. the company will maintain or increase its 45% share of the market. When such disruptions occur. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. 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. Industry Setting: Computer industry. Subjects: Competition. Spanish Version Author(s): Bell. If the low-priced. High technology.. Leamon. the more significant the Customer Service Department • 60 Harvard Way • Boston. 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. A Conceptual Framework Author(s): Dhebar. (2653BC) Marketing Across Borders: It's a Big. This chapter introduces direction and provides the tools for conducting such research. of 1) the product and the user. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. with verbatim customer comments and critiques of a new product design that Compaq is developing. High technology. If the low-priced. Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: LACC Case Abstract: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. and Development. Compatibility. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. non-Intel notebook is a success. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Leamon. non-Intel notebook is a success. 2) the product and other products with which it is typically used. (2602BC) Branding: Differentiation that Customers Value. Applications. (2599BC) Developing New Products and Services: The Marketer's Role. (2580BC) Market Customization: Market Segmentation. (2629BC) Pricing It Right: Strategies. Marketing strategy. Product development. it could cease to be a player in the market it has created and filled. Francesca. and Positioning.000 Gross Revenues: $32 billion revenues Subjects: Brands.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. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. and Pitfalls. Mazursky. and 3) the product and databases that are created and repeatedly modified with its help. Video. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. 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.

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

29p. Distribution channels. Masel.Marketing has to analyze 1) which customer segments to target. Mr. but has an order backlog for its unique product and expects an almost vertical growth curve. Industrial markets.use 597-063. 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. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. Europe. Computer industry. (587090). Rowland T. 10/30/10 Moriarty Jr. Inc. Japan Length: 22p Supplementary Materials: Supplement (Field). Industrial markets. 29p. Product planning & policy Length: 5p 579031 Title: Computron. He also has to analyze other retailers' competitive strength. Thomas V. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. The distributor wants a joint venture with Computervision before expanding. Rowland T. Publication Date: 01/07/1997 Revision Date: 08/30/2007 Product Type: Case (Gen Exp) Abstract: In July 1996. Publication Date: 02/19/1985 Revision Date: 06/20/1986 Product Type: Supplement (Field) Abstract: Outlines the elements of a temporary sales agreement between Tokyo Electron Ltd. Several distribution alternatives (including going direct) are presented. Representatives and district managers can then use these "template" disks by filling in the appropriate figures. Rowland T. Moriarty Jr. Distribution planning. Inc. must select a price for a new computer for his largest customer. European Manager of Computron. Teaching Note. Thomas Zimmermann.. Moriarty Jr. (2006) Author(s): Quelch. Software Length: 10p 585155 Title: Computervision-Japan (A) Author(s): Moriarty. 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. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Subjects: Bids. John A. 2) which brands to carry. Publication Date: 09/01/1978 Revision Date: 07/15/1991 Product Type: Case (Gen Exp) Abstract: In July 1978 Mr. Geographic Setting: Japan Industry Setting: CAD CAM Gross Revenues: $350 million revenues Subjects: Automation. improve the contribution of an account. teach timemanagement skills. Computer industry. and evaluate representatives. Distribution planning. Must be used with: (585155) Computervision-Japan (A). by Robert J. 29p. Computer industry. G. Gordon Swartz 585157 Title: Computervision-Japan (C) Author(s): Moriarty. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industrial markets. Thomas Zimmermann. Distribution planning. (585157). Publication Date: 04/03/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Jr.. Computer industry. Product planning & policy Length: 4p Supplementary Materials: Teaching Note. by Rowland T. (585114). Market segmentation. Europe.. Franchising. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. by Rowland T. by Rowland T. Japan Length: 23p 585156 Title: Computervision-Japan (B) Author(s): Moriarty. Industrial markets. 2p. Retailing Length: 16p 83211 Title: Computerized Sales Management Author(s): Hughes. CA Industry Setting: Retail industry Gross Revenues: $550 million sales Subjects: Department stores.: International Market Entry Author(s): Bonoma. manage assets more effectively. High technology products. Withdrawn 01/22/97 -. Jr. Publication Date: 02/19/1985 Revision Date: 08/30/1985 Product Type: Supplement (Field) Abstract: Presents sales data for 1983 and 1984. Geographic Setting: San Francisco. (587090). Distribution channels. Subjects: Sales management. Supplement (Field). Distribution channels. The user can accomplish these things for less than $5. Dolan 582052 Title: Concept Devices. The company has only made one sale to date. (587090). New product marketing. Gordon Swartz 96 597063 Title: Computron. Distribution planning. The distribution alternatives (including going direct) are presented. by E. Inc. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Computer industry. 4p. 1p. Moriarty Jr. (585156). A rewritten version of an earlier case.. Based on an IMEDE case by R. Jr.--1978 Author(s): Shapiro. by Rowland T.000 in hardware and software. Customer relations. Geographic Setting: Japan Industry Setting: CAD CAM Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Automation... Computer industry. must select a price for a new computer for his largest customer. reduce selling costs.Z. Customer Service Department • 60 Harvard Way • Boston. The company has been courted seriously by potential partners in France and the United Kingdom. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Gross Revenues: $44 million sales Subjects: Bids. European Manager of Computron. and 3) how to organize the department. Rowland T. Customer relations. Must be used with: (585155) Computervision-Japan (A). and Computervision Japan. Gordon Swartz 591097 Title: Computervision-Japan (A) (Abridged) Author(s): Moriarty. Moriarty Jr... Japan Length: 1p Supplementary Materials: Teaching Note. by Rowland T. 12p. Management wishes to decide how best to set up distribution in Europe.. David Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Microcomputers can help sales managers decide the right number of calls. Distribution channels. Raymond Corey. Pricing strategy. Industrial markets. Teaching Note. Pricing strategy. Benson P. (583106). Japan Length: 2p Supplementary Materials: Teaching Note.. Sorenson. Industrial markets. Jr. Managers can construct planning models quickly using electronic spreadsheets and can save or duplicate the models on disks.

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

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

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

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

95 Year New: 2007 R00608 Title: Contextual Marketing: The Real Business of the Internet Author(s): Kenny. customer service. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Marketing management Length: 23p 4460BC Title: Control: How the Sense of Mastery. Merrihue. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . say the authors. airports." such as smart cards. 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 strategies are liberally illustrated with examples from Nike. Customer Service Department • 60 Harvard Way • Boston. But broad-based. Delta. However. and Future Affects Consumer Thinking. (4454BC) Balance: How Justice. Equilibrium. Fortunately. as a deep metaphor. and McDonald's. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 101 CMR049 Title: Continuous Learning About Markets Author(s): Day. Consumer marketing. (4460BC) Control: How the Sense of Mastery. (4454BC) Balance: How Justice. companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Paul F. and the Interplay of Elements Affect Consumer Thinking. such as one-to-one targeting and the broadcasting of 30-second television spots. Also. there are alternative solutions. and bar code scanners. Honda. and the Interplay of Elements Affect Consumer Thinking. those systems have often produced disappointing results because their use was not well integrated with corporate strategy. e-wallets. These activities take time and the coordination of multiple parts of the organization (marketing. sales. it requires a significant upfront investment. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. 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. In addition. 10/30/10 Citibank. or click on a box. 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. including: implementing customer relationship management software applications. micro-marketing strategy. UBS. Marshall. Marketing strategy. World Wide Web Length: 7p BESTSELLER SMR236 Title: The Continuing Power of Mass Advertising Author(s): Nunes. Procter & Gamble. doesn't suit the needs of those companies or their customers. This chapter looks at control as a powerful lens through which consumers view the world. Nextel. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit.. (4456BC) Journey: How the Meeting of Past.Marketing keep things out. Present. Gerald. Microsoft. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. as access moves beyond the PC to shopping malls. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. the destination Web site. Nokia. pick up the phone. broadcast media is ineffective and expensive. Most firms suffer disabilities at one or more stages. billing. and an accessible memory of what has been learned. retail stores. Subjects: Brand management. Technological change. Equilibrium. Vulnerability. filtering. and the extent to which we do or do not have that mastery greatly affects our sense of well-being. among others. affects consumers' thinking and behavior. Jeffrey Publication Date: 01/01/2007 Product Type: SMR Article Abstract: For several years now. on its own. Sony. which can be daunting for companies trying to react quickly to a changing environment. information technology). mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information. is too narrow. and Well-Being Affects Consumer Thinking. Zaltman. and Well-Being Affects Consumer Thinking Author(s): Zaltman. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Direct marketing. offers. 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. George S. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. and cleaning customer data. the authors say. Subjects: Market analysis. While the "market of one" approach can pay off. 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. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. New economy. bus stations." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible. mastery of all the steps in the learning process is rare. and personalizing interactions (e-mail. Instead of trying to create destinations that people will come to. David. Vulnerability. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. enhancing. Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: The painful truth is that the Internet has been a letdown for most companies--largely because the dominant model for Internet commerce. John F. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Acquiring mastery over matters that affect us is a powerful motivation. This chapter looks at some of the many instances in which the container. Market research. marketers have been urged to embrace one-to-one marketing and to offer microsegmented consumers customized products and services through targeted outreach. widespread information distribution that ensures that relevant facts are available when needed. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. and so on). Companies have to become what the authors call "contextual marketers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Companies still need to reach broad groups of people with messages that are not dependent on an individual's decision to open an envelope (whether virtual or physical). and even cars.

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

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

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

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

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

Then they can create offerings. David. Product positioning.. 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. Retailing Length: 33p Supplementary Materials: Teaching Note. Kineta. Sales management. Students must utilize consumer demographic. Services. Benson P. without compromising their artistic integrity. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. 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.S. and attitude data. With the mobile phone sector in Hong Kong operating at maximum penetration. Nabil. Ford. Stephen K. Accordingly. Publication Date: 02/25/2002 Product Type: Note Abstract: Focuses on the coordination of marketing and sales--two functions that seem alike but are. in practice.. credit score. But despite its successes. Park. 10/30/10 107 improving accessibility to various art forms. respondents to higher rates displayed significantly higher delinquency and bankruptcy rates.Marketing services industries. (586072). difficult to integrate. Monica Park Year New: 2006 587064 Title: Creative Gourmets: Excellence Through Caring Author(s): Goldberg. Caroline A. Organizational structure. Department stores. the issuer sends out hundreds of thousands of solicitations based on information received from credit reporting agencies (e. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector.8% of the market in 2000 and 8. burst onto the scene in 1997 with an innovative approach to branding and promotion. But in many ways the two companies worked Customer Service Department • 60 Harvard Way • Boston.g. Charan. in conjunction with operating data. Sunday claimed a mere 9. Performing arts Subjects: Arts administration. their funders. are facing crises on a variety of fronts. Sales organization Length: 4p HKU554 Title: Creative Advertising: Sunday Communications Ltd. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: Marketing management. Philip Publication Date: 10/01/1996 Product Type: CMR Article Publisher: California Management Review Abstract: The nonprofit performing arts industry in America. Marketing strategy. Growth strategy. 15p. Arts managers must improve their skills in increasing and broadening their audience base. joint venture. services. Jerome A. Nonprofit organizations Length: 25p 578197 Title: Cronin's Author(s): Cady.). Geographic Setting: United States Industry Setting: Credit card Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 CMR072 Title: Crisis in the Arts: The Marketing Response Author(s): Scheff. etc. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 999006 Title: Creating the Customer-Centric Team: Coordinating Sales & Marketing Author(s): Shapiro. Merchandising. Besanko. arts organizations must learn new ways to attract the resources they need to sustain their mission and quality. Marketing organization. and messages to which the target audience will enthusiastically respond. 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. Joanne. Tracking respondents for 27 months after the experiment. Organizational design. Colletti. Ram. to choose among alternative strategies for market share growth. Should it continue its success by either internal expansion. Author(s): Hung. Ray A. Industry Setting: Arts administration. To accomplish this. Credit Card Industry Author(s): Al-Najjar. John F. and their audiences.3% in 2005. Based on a research paper by Larry Ausubel. they must develop a better understanding of their own business and of the interests. attitudes. Turegano. mainly to profit from the software sales that are a natural byproduct of consulting engagements. 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. Briefly explains the challenges to coordination and provides some solutions. 9p. (HKU555). Kotler. and learning how to better meet the needs of specific audience segments and contributors. Monica Publication Date: 01/04/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Mobile network operator Sunday Communications Ltd. past delinquencies.. MA Industry Setting: Food services Gross Revenues: $10 million revenues Subjects: Expansion.. and motivations of their customers. along with many performing arts organizations around the world. 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. Supermarkets Length: 29p KEL005 Title: Credit Solicitations as Market Experiments in the U. Demographics. 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. by Kineta Hung. Cady R0407Z Title: Cross Selling or Cross Purposes? (Commentary for HBR Case Study) Author(s): Harding. Smith. Kovac. Uchoa. by John F. Entertainment industry. or acquisition by another firm? Geographic Setting: Boston. Growth strategy. life cycle. Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $300 millions sales Subjects: Consumer marketing. In a typical experiment. They must professionalize their marketing and management skills and learn to be accountable to all their publics: their artists. Market share. Entertainment industry.

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

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). Jeffrey J. Tourism Length: 25p Supplementary Materials: Teaching Note.: Managing Integrated Marketing Communications Author(s): Greyser. Students must decide what factors are relevant in making an industrial pricing decision. Benson P. 12p. Greyser. 16p. Another issue is the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the individual ships. International marketing. Publication Date: 08/08/1997 Product Type: HBS Press Book Abstract: To become truly customercentered and to realize the full potential of information and knowledge management technologies. Kaufmann BESTSELLER 586122 Title: Cummins Engine Co. etc. (585115). Benson P. Business conditions. Pricing Length: 2p Supplementary Materials: Teaching Note. Metals. by Robert J. Cline. "push" communications). by Benson P. Pricing Length: 1p Supplementary Materials: Teaching Note.: Black Friday Author(s): Whitney. (B). Impacting consideration of the issues is a period of economic conditions adversely affecting sales. Students must decide what factors are relevant in making an industrial pricing decision. 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. The manager must find a way to collect $1. Construction. 17p.. Wayland and Cole provide a new theoretical foundation for customerbased competition. Software for this case is available (9-589-528). Publication Date: 06/24/1994 Revision Date: 08/29/1994 Product Type: Case (Field) Abstract: Cunard. 10/30/10 109 Industrial markets. They are trying to decide how to price it. Young. Provides substantial information on the industry. Competitive bidding. Pricing strategy Length: 17p 580104 Title: Cumberland Metal Industries: Engineered Products Division--1980 Author(s): Shapiro. Cole. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors.. Distribution. 17p. Jeffrey J. Jr.. Industrial markets. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition. Consumer marketing. Shapiro 578173 Title: Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors Author(s): Shapiro. (589528). by Stephen A. New product marketing. Sherman. (587115). the world's oldest luxury line company. Whitney Jr. Industrial markets. Craig E. Decisions must also be made about promotion and distribution channels. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. John C. along with the effects of the U. South America Length: 16p Supplementary Materials: Teaching Note. competition. Master Diskette. New product marketing. Metals. (584096). (595028). (584096). Distribution channels. by John C. Sherman. One concerns the balance between image/positioning advertising and short-term-oriented promotional advertising/communications on behalf of each individual Cunard ship (i. is confronted with several key issues involving its marketing and marketing communications strategy. Industrial goods.4 million in receivables due from distributors and reestablish a viable distribution network for Cummins in Venezuela. Decisions must also be made about promotion and distribution channels.. They are trying to decide how to price it. Metals Subjects: Automotive supplies.Marketing 578172 Title: Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors Author(s): Shapiro.. Cline.e.S. Distribution channels. 594046 Title: Cunard Line Ltd. Benson P. Dolan. Geographic Setting: United States Industry Setting: Cruise industry Subjects: Advertising. Shapiro 503S46 Title: Cumberland Metal Industries: Engineered Products Division--1980. etc. Young 7994 Title: Customer Connections: New Strategies for Growth (Hardcover) Author(s): Wayland. and (C) cases. Stephen A. Business conditions. . Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. by Patrick J. 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. Related to this is the overall mix of marketing communications tools used by Cunard--media advertising. Marketing organization.-Iraq conflict on consumer leisure travel.. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) and (B) cases. Robert E. Pollution control. competition. Industry Setting: Automotive supplies. direct marketing.6 billion revenues Subjects: Automation. Spanish Version Author(s): Shapiro. Pricing strategy Length: 15p Supplementary Materials: Teaching Note. 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: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition. Industrial markets. etc. report on the results Customer Service Department • 60 Harvard Way • Boston. Pollution control. Industrial markets. Craig E. Provides substantial information on the industry.. Venezuela's massive currency devaluation and a weak distribution system. Market entry. Competitive bidding. Robert F. Metals Subjects: Automotive supplies. 7p. Market entry. a firm must break away from traditional productdriven strategies and see its entire business through a customer-focused lens. by Benson P. Paul M. "pull" vs. Industry Setting: Automotive supplies. Construction. Industrial goods. Benson P. Geographic Setting: Venezuela Industry Setting: Engine industry Company Size: Fortune 500 Gross Revenues: $1. Robert F. Marketing implementation. The organizational setting is one of integrating marketing communications for the company and its products.

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

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

(502069). argue the authors. for example. Customer retention. Valarie A. Once companies become disciplined about understanding their customers. These include replacing traditional brand managers with a new position--the customer segment manager. United States Industry Setting: Chemicals. the authors offer seven tactics that will put brands in the service of growing customer equity. Chicago. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. 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. Narus. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . suppliers can end up stressing points of difference that deliver relatively little value to the target customer.000 Gross Revenues: $22 billion revenues Subjects: Business marketing.Marketing management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources. suppliers can end up stressing points of difference that deliver relatively little value to the target customer. value propositions force suppliers to focus on what their offerings are really worth. Narus. they can make smarter choices about where to allocate scarce resources. Katherine N. James C.50 Year New: 2006 R0409H Title: Customer-Centered Brand Management Author(s): Rust. managers may claim advantages for features their customers don't care about in the least. the authors advocate a resonating focus approach. Engineering. The pitfall with this approach is value presumption: assuming that any favorable points of difference must be valuable for the customer. IL. The authors illuminate the pitfalls of current approaches. Milwaukee. When managers construct a customer value proposition. they often simply list all the benefits their offering might deliver. and add value for the business and customers alike. In other words. Suppliers can provide simple. Consumer products. brands are the raison d'etre. Wouter Publication Date: 03/01/2006 Product Type: Harvard Business Review Article Abstract: Examples of consumer value propositions that resonate with customers are exceptionally difficult to find. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. The reason. Suppliers can provide simple. Packaging. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. the people who loved the Olds got downright old. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. they can make smarter choices about where to allocate scarce resources. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. South Carolina. yet powerfully captivating. Zeithaml. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. When properly constructed. 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. Pennsylvania. Drawing on a wide range of current examples. Yet. the authors advocate a resonating focus approach.. they often simply list all the benefits their offering might deliver. Roland T. Europe. When properly constructed. by Das Narayandas R0603F Title: Customer Value Propositions in Business Markets Author(s): Anderson. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. Lemon. Publication Date: 09/01/2004 Product Type: Harvard Business Review Article Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Telecommunications Length: 25p Supplementary Materials: Teaching Note.. even at the expense of the brand. van Rossum. Geographic Setting: Alabama. James A. But as the century wore further on. When managers construct a customer value proposition. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. WI. enjoyed outstanding brand equity with many customers through the 1980s. In other words.. van Rossum. few companies have come to terms with the implications of that idea for their marketing management.. 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. Benelux. targeting brands to as narrow an audience as Customer Service Department • 60 Harvard Way • Boston. 11p. 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. James C. 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. demonstrating and documenting the value of this superior performance. Computer hardware. May be used with: (503081) Monitoring the Health of Customer Relationships. Once companies become disciplined about understanding their customers. managers may claim advantages for features their customers don't care about in the least. yet powerfully captivating. Canada. would surely have been the path to profits. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. The authors illuminate the pitfalls of current approaches. Customer relations. Drawing on the best practices of a handful of suppliers in business markets. Oldsmobile. value propositions force suppliers to focus on what their offerings are really worth. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. carton & container industries.. They are the focus of decision making and the basis of accountability. Consulting. Geographic Setting: Canada Industry Setting: Telecommunications industry Number of Employees: 80. toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers. Drawing on the best practices of a handful of suppliers in business markets.. is that in large consumer goods companies like General Motors. James A. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. minimize the intrusion on customers' time. demonstrating and documenting the value of this superior performance.

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

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

The key to a successful program is establishing and keeping your promises to the customer. and $15 million from advertising. and Internet service providers may begin to block messages that look like spam. Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. of Georgia Tech. which products will benefit from the economies or efficiencies of standardization. By 2007. In the Internet age. Subjects: Cross cultural relations. Sunil." 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. and then use the appropriate strategy plotted on the product development map. Spanish Version Author(s): Quelch. it may be better to develop a hybrid product. 19 min. Conley. Conley. Nate Bennett. Streaming.Marketing and take his case to the court of public opinion. 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. of Tel Aviv University and MIT's Sloan School. Stephen A. companies have to respond fast if they want to preserve their positions. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Pricing. Sangman 10/30/10 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008.000 to a stranded Lexus owner whose purse had been stolen. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. virtual gifts. it makes sense to use a step-by-step approach that breaks the development task into smaller. International marketing..). She offers as an example a Lexus rep who drove 80 miles to deliver $1. had to decide how to create and capture value from his rapidly growing user base. the best plan is to acquire the needed technology or to exit the market completely. Barak Libai. $15 million from mobile networking. Subjects: Marketing management. It's a way to turn marketing into a collaborative process. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. "Taking Permission One Step Further. John A. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . of Centenary College. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. Direct marketing. For others. Includes the sidebar entitled. John A. much like banner ads. 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. Electronic commerce Length: 2p List Price: $4. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. the new CEO of Cyworld. by John A. procedural. John A. Marketing mixes. 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. a leading mobile service provider in Korea. etc. (1-279-1). more manageable steps. Greg Publication Date: 09/10/1992 Revision Date: 11/24/1997 Product Type: Case (Field) Abstract: The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. the 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. Quelch. Among the risks: the novelty of permission-based marketing may soon wear off. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly. Hoff. For some products. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. But being fast to market is no advantage if the product isn't right. and Chris Martin. Edward J. 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. 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. A better approach is to determine what the entry risks and opportunity costs are. a social network company in Korea. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). In determining the degree of standardization or adaptation that is appropriate. Product introduction. Edward G. At other times. Han. Multinational corporations Length: 11p Supplementary Materials: Case Video. does Atida need a new way to deal with unhappy customers? Tom Farmer.. Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. Product development. what trade-offs will result from standardizing various elements of the marketing mix. and how standardization will vary from country to country. International marketing. which products won't fight cultural barriers. managers should consider their companies' overall business strategy." Industry Setting: Advertising industry Subjects: Advertising.. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service.

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

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

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

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

price. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. Ng. International marketing. Market selection Length: 29p HKU682 Title: Dell: Selling Directly. Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. Direct marketing. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. and servers on storage products for a broad cross section of customers in the United States and worldwide. workstations. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984. Farhoomand. Market positioning. the PC industry's average 30-year growth rate crashed to a negative 10%.Marketing look at how Dell Computer Corp. Jacquelyn S. however. Growth management. (503040). replacing Kevin Rollins in providing dayto-day leadership to the troubled PC Customer Service Department • 60 Harvard Way • Boston. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced. by V. Direct marketing. Kasturi. strategic. Kasturi. by V. Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996. the PC industry's average 30-year growth rate crashed to a negative 10%. Rosenstein. Distribution channels. Hong Iris. Customer relations. called the Center for Competence. Bell. Kasturi Rangan. how should it be configured? and 3) How should the product be priced? Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $12 billion revenues Subjects: Computer industry. Distribution channels.. Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational. and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. V. 8p. Bell. Bell. Kasturi Rangan. plays a key role in the design positioning and pricing for the product line. workstations. 19p. this unit represents the voice of the customer in the product development and marketing process. Globally (2007) Author(s): Wang. and by 2000 had topped $25 billion in sales and over $2 billion in net income. and hardware specifications of the potential new product. Dell Corp.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. and by 1997 had achieved a sales rate of $3 million a day. Dell Inc. (596098). grew from a small start-up to a multi-billiondollar company in a decade. Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan. Kasturi. Product development. 16p. Product portfolio management Length: 22p 502S31 Title: Dell Online. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. V. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. 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. A unit within Dell. International marketing.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. (598146). In the fourth quarter of 2000. V. 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. V.7 billion revenues Subjects: Computer industry. Marketing strategy. has achieved phenomenal growth. Kasturi. and servers on storage products for a broad cross section of customers in the United States and worldwide. 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. Presents data on the tradeoffs that the product developers must make with regard to the weight. Growth management. announced the return of Michael Dell.7 billion revenues Subjects: Computer industry. Ali. Electronic commerce. Dell must 10/30/10 120 make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. however. its founder. Bell. May be used with: (502022) Dell--New Horizons. Electronic commerce. to the position of CEO. Marie Bell 503S30 Title: Dell--New Horizons. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984. Spanish Version Author(s): Rangan. In many respects. Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan. Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. 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. by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas. Internet Length: 27p Supplementary Materials: Teaching Note. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. Spanish Version Author(s): Rangan. Market selection Length: 24p Supplementary Materials: Teaching Note. In the 4th quarter of 2000. Market positioning. Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. and by 1997 had achieved a sales rate of $3 million a day.

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

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

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

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

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

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

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

whether consumers or businesses. purchase. Articulates both the internal outcomes (e. Competition. Explores the strategic 10/30/10 128 options in market policy for the company. MCI..g. Geographic Setting: Silicon Valley Industry Setting: Software industry Company Size: start-up Number of Employees: 20 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management. Strategic market planning. attitudes. They want exactly what they want--when. B. Don. Louise. Marketing strategy Length: 8p 95209 Title: Do You Want to Keep Your Customers Forever? Author(s): Pine. loyalty) of CSR initiatives for not just the company. Unfortunately. word of mouth. C. 9p.. Sen. attachment) and external outcomes (e. Financial services. Consumer marketing.Marketing C0203C Title: Do I Hear a Question? Author(s): Bierck. A rewards program needs to share value in proportion to the value the customer loyalty creates for the company. aspirational value. Software Length: 26p Supplementary Materials: Teaching Note. but also the consumer and the CSR issue/cause. Marketing implementation. New product marketing. Corporate responsibility Length: 17p Year New: 2005 502S02 Title: Dominion Motors & Controls Ltd. The authors detail the ways American Express. Customization. and convenience. Growth strategy. Jones. II. A company must first make sure that its rewards align with company capabilities. Inc. this article proposes a more complex. Marketing strategy. 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. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The company now faces competition from several larger firms which have entered the industry. Sean Publication Date: 09/18/2001 Revision Date: 04/10/2002 Product Type: Case (Field) Abstract: Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor. and How Consumers Respond to Corporate Social Initiatives Author(s): Bhattacharya. Sales strategy. 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. and how they want it--and technology now makes it possible for companies to give it to them. relevance. Derek F. Marketing management. Customer retention. In contrast to the simple. Documentum. Strategic planning Length: 22p CMR295 Title: Doing Better at Doing Good: When. and a one-to-one marketer that elicits information from each customer. Why. Joseph. they are widely misunderstood and often misapplied. 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.. Information technology.. Peppers. Neiman Marcus. Computer industry. why. Geographic Setting: United States Industry Setting: Automated teller machine Company Size: small Subjects: Banking. Spanish Version Author(s): Corey. E. Market share. contingent model of consumer responses to CSR. and others are building customer loyalty.B. Rajiv. Some businesses choose to band together with others in a rewards network. (503035). Takes an in-depth look at when.. where. insights into the optimal formulation. Marketing organization. Silicon Valley. awareness. Author(s): Lal. Subjects: Consumer behavior. They try to churn out a greater variety of goods and services and to tailor their messages to ever finer market segments. Martha Publication Date: 03/01/1995 Product Type: Harvard Business Review Article Abstract: Customers. Marketing strategy. Subjects: Customer relations. Saks Fifth Avenue. Richard Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Arthur Levitt. Marketing planning. (Condensed) Author(s): Abell. Market selection. Subjects: Customer relations. Marketing strategy. But they end up bombarding their customers with too many choices. and effectiveness estimation of CSR strategies are currently scarce. But few companies are exploiting that potential. Information age. 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. Most managers continue to view the world through the twin lenses of mass marketing and mass production. General Motors. Market research. Charles Publication Date: 05/01/1995 Product Type: Harvard Business Review Article Abstract: Although reviled in the business press as short-term fads. then take into account the five elements that determine value to a customer: cash value. New economy. State Farm. implementation. do not want more choices. Rogers. Lanagan. Air Miles. 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. This framework can help guide companies in formulating and implementing their CSR initiatives as well as measuring the effectiveness of these initiatives. former chairman of the Securities and Exchange Commission. talks with HMCL about his tricks for making speeches and getting audiences involved. by Rajiv Lal 578073 Title: Docutel Corp. Product portfolio management Length: 12p BESTSELLER 502026 Title: Documentum. choice. Any company can attain access to the full set of capabilities. and how CSR works from a consumer's perspective. Subjects: Management communication Length: 1p List Price: $4. Biggadike. Customer service.50 95307 Title: Do Rewards Really Create Loyalty? Author(s): O'Brien. rewards programs are gaining popularity.g. monotonic relationships between CSR and consumer purchase behavior evident in marketplace polls. Rewards can and do build customer loyalty.

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

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

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

Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. Geographic Setting: United States Industry Setting: Chemical industry. (580036) Dunkin' Donuts (B): Field Management. Teaching Purpose: For the second year MBA Retailing course to discuss the issue of how a department store might transition from a combination of "Hi-Lo" and value-oriented pricing policy to a policy that is more acceptable to consumers. Franchising. 17p. Distribution channels. Sales promotions Length: 36p Supplementary Materials: Teaching Note. Franchising. Fast food industry. Sales management Length: 18p Supplementary Materials: Teaching Note. 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. Test markets Length: 20p Supplementary Materials: Teaching Note. Retail industry Subjects: Advertising strategy. May be used with: (580036) Dunkin' Donuts (B): Field Management. Pricing strategy. by David E. Looks at three growth alternatives: 1) More shops (owned or franchised). Management communication. Retail industry Subjects: Fast food industry.. Fast food industry. the company had approximately 50 stores in operation with sales of $450 million. (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. by Benson P. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. and the history of Dunkin' Donuts. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. and profitable. Fast food industry. Retailing. New product marketing. a product extension to donuts. Students must derive the decision through careful analysis of competition. Location of industry. as well as other retailers. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. (580038) Dunkin' Donuts (D): New Product Introduction. (580037) Dunkin' Donuts (C). The question is whether to introduce the new product in light of cannibalization of their main business in donuts. Walter J. Geographic Setting: Massachusetts Industry Setting: Food industry. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (581010). Geographic Setting: Massachusetts Industry Setting: Food industry. Performance appraisal. Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. (580038) Dunkin' Donuts (D): New Product Introduction. 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. The company must also decide whether to introduce a new product. 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. 2) A broader product line. Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi. Corporate strategy. 15p. the competitive thrusts within the fast food business. Marketing strategy. Retail industry Subjects: Competition. Retail industry Subjects: Corporate strategy. May be used with: (580035) Dunkin' Donuts (A): Company Background. Gwendolyn K. Franchising. Department stores. and whether to continue with the network TV program. 14p. Growth strategy. At the time of the case. 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. by Hirotaka 10/30/10 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. New product marketing. (581009). cohesive. spring 1991. and test marketing results. Franchising. Chemicals. (580036) Dunkin' Donuts (B): Field Management. Geographic Setting: Massachusetts Industry Setting: Food industry. Distribution planning. (594041).Marketing corporate image position of a major high-visibility diversified firm. Hirotaka Publication Date: 10/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: The decision facing Dunkin Donuts' management is whether to introduce muffins. Ortmeyer. Geographic Setting: Massachusetts Industry Setting: Food industry. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. (580037) Dunkin' Donuts (C). Presents a corporate strategy which provides a good starting point for discussion. A merger of Dunkin' Donuts (A) and (B). Franchising. May be used with: (580035) Dunkin' Donuts (A): Company Background. consumer behavior. Petroleum industry Company Size: Fortune 500 Subjects: Advertising. 7p. 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. Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. Product lines Length: 17p Supplementary Materials: Teaching Note. (580037) Dunkin' Donuts (C). (584126). Raises important issues related to franchise relations. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. Spanish Version Author(s): Kaufmann. Retailing. and 3) More advertising. Patrick J.

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

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

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

says the author. can be found in the brain. (A) Author(s): Deutscher. Each has a different ratio of product improvement to change required from the consumer. they can determine where their products fall in a matrix with four categories: easy sells. Students are encouraged to examine and assess the 10/30/10 136 content and presentation in Eastern's campaign. Fortunately. Fortunately. In those cases. in fact. long hauls. they can manage the resistance to change.Marketing Product Type: Harvard Business Review Article Abstract: Companies that introduce new innovations are the most likely to flourish. they can manage the resistance to change. make the improvement so great that buyers get past their apprehension. and whether to centralize or decentralize the bank's operations. Terry H. leading to a FAA-DOT investigation. Management communication. But studies show that new innovations fail at a staggering rate. how to develop and position the Eastern Bank brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 599106 Title: Eastman Kodak Co. Brand management. Geographic Setting: Bangladesh Industry Setting: Banking industry Subjects: Banking. sure failures. Robert J. Publication Date: 06/01/2006 Product Type: HBR OnPoint Article Abstract: Companies that introduce new innovations are the most likely to flourish. Geographic Setting: Burlington. While many blame these misses on lackluster products. Kaiser Islam Year New: 2005 904A31 Title: Eastern Bank Ltd. The goods that consumers dismiss often do offer improvements over existing ones. Executives. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. Norman Publication Date: 11/01/1990 Product Type: Case (Library) Abstract: Eastern executives have been confronted with a series of safety-related criticisms. seeking out those who are not yet users of the existing product or finding true believers. For some innovations. For some innovations. Operations management Length: 19p Supplementary Materials: Supplement (Field). To start. But studies show that new innovations fail at a staggering rate. In the wake of extensive media coverage. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . companies can either wait for consumers to warm to the product. Airlines. major behavior change is a given. companies can overcome this disconnect. (A). Studies show. has taken over the Bangladesh operations of the Bank of Credit and Commerce International after its collapse. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. Islam. says the author.50 Year New: 2006 591044 Title: Eastern Airlines: The "Fight Back" Campaign Author(s): Greyser. To start. make the improvement so great that buyers get past their apprehension. Canada. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Subjects: Advertising. and smash hits. or try to eliminate the incumbent product. New products force consumers to change their behavior. Firms can also make products that are compatible with incumbent goods. Stephen A. meanwhile. VT. long hauls. which products to emphasize and in what price structure.. Studies show. major behavior change is a given. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. While many blame these misses on lackluster products. or try to eliminate the incumbent product. 3p. Once businesses know where their products fit into this grid. and that has a psychological cost.. in fact. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. so they spend billions of dollars making better products. and that has a psychological cost. Marketing strategy. Author(s): Dolan. Eastern undertakes a series of long-copy messages to try to overcome negative publicity and reestablish a positive image. overvalue their own innovations. and smash hits. Public relations Length: 15p 904A30 Title: Eastern Bank Ltd. Market segmentation. sure failures. Kaiser Publication Date: 10/13/2005 Revision Date: 11/01/2007 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Eastern Bank Ltd. In those cases. Customer Service Department • 60 Harvard Way • Boston. Klein. New products force consumers to change their behavior. companies can either wait for consumers to warm to the product. The goods that consumers dismiss often do offer improvements over existing ones. (B) Author(s): Deutscher. the reality isn't so simple. can be found in the brain. Deutscher. so they spend billions of dollars making better products. meanwhile. John T. Each has a different ratio of product improvement to change required from the consumer. Kaiser Publication Date: 10/13/2005 Revision Date: 01/31/2005 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. they can determine where their products fall in a matrix with four categories: easy sells. 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. The new CEO of Eastern Bank must decide which corporate banking clients to target. Must be used with: (904A30) Eastern Bank Ltd. Decision making. This leads to a serious clash. Islam. Terry H. companies can overcome this disconnect. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p List Price: $6. the reality isn't so simple.. This leads to a serious clash. Consumer marketing. seeking out those who are not yet users of the existing product or finding true believers. overvalue their own innovations. (904A31). Once businesses know where their products fit into this grid. United States Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 4516 Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption (HBR OnPoint Enhanced Edition) Author(s): Gourville. Firms can also make products that are compatible with incumbent goods. by Terry H. Executives. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire.

Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Retailing Length: 6p Supplementary Materials: Teaching Note. Kasturi Rangan 500099 Title: Egghead to Egghead. Retailing Length: 16p Supplementary Materials: Teaching Note. Ann Publication Date: 10/08/1999 Revision Date: 09/06/2005 Product Type: Case (Field) Abstract: Eddie Bauer has decided to coordinate its merchandising strategy (price. Pricing strategy. by Robert J. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. 9p. (500100). and poses questions on the company's future viability. students. 17p. Electronic commerce.com (A). Bell. Clothing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Electronic commerce. Inc.Marketing The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Kasturi. Consumer goods. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Electronic commerce. and the role of its CEO. Spanish Version Author(s): Dolan. Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 9-503-P01 Title: Egghead to Egghead..com (B) Author(s): Rangan. Industry Setting: Computer industry. Merchandising. by V. V. Leamon. Higher education.: Funtime Film Author(s): Dolan. Market segmentation. is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1. Retailing Length: 25p 599093 Title: Egghead to Egghead. Portuguese Version Author(s): Rangan. Retailing Length: 24p Supplementary Materials: Supplement (Library). and poses questions on the company's future viability. Electronic commerce. by David E. and college administrators in adopting softwarebased learning technology. and conflicting motivations. Teaching Note. positioning. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Distribution channels. The case describes the evolution of that process. Author(s): Bell. Product lines Length: 6p 594111 Title: Eastman Kodak Co. Management of change. (500099). Retail industry Subjects: Computer industry.com (A) Author(s): Rangan. Marketing management. (597080). Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998. Dolan BESTSELLER 500034 Title: Eddie Bauer. Robert J. and the role of its CEO George Orban. Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Pricing strategy. Market segmentation. Distribution channels. Kasturi. Bell. Bell KEL095 Title: Educational Technology Corp. Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co.: Funtime Film.. This required determining what types of colleges to target and which stakeholders to focus on within institutions. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. A rewritten version of an earlier case. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes. Management of change. multiple influencers. V. Marie Bell. Robert J. Bell. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store. by V. The case describes the evolution of that process. Kasturi. Kasturi Rangan Customer Service Department • 60 Harvard Way • Boston.com (A). 6p. selection) across its stores and catalog. Market segmentation. Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson. (500100). Product lines Length: 5p Supplementary Materials: Teaching Note. David E. But with e-commerce. Distribution channels. Must be used with: (599093) Egghead to Egghead.: Crossing the Chasm Author(s): Sawhney. 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. Marketing management. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and 10/30/10 137 move to an electronic store. and selling strategy for its innovative Interactive Mathematics software for the college market. V. 8p. Consumer goods. by V. 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. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers. Geographic Setting: United States Industry Setting: Education industry. needed to determine the targeting. 9p. manager of partner development at Educational Technology Corp. Consumer goods. 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. Marketing management. Management of change. Kasturi Rangan. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. George Orban. Pricing strategy. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. (500077).5 billion revenues Subjects: Brands.

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

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

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

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

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

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

a new economic era in which all businesses must orchestrate memorable events for their customers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. Goods and services. 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. New uses and new customers extend the product life cycle. B. explicit theoretical development of these ideas becomes critical. providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. 24p. Consumer marketing. We are on the threshold. Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier. Awareness of these stages affects decisions on marketing factors such as pricing. Customization. Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood.95 BESTSELLER 88512 Title: Exploit Your Product's Service Life Cycle Author(s): Potts GW Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The product life cycle is a standard concept. Alternatively. Pricing. exporter. New economy. Subjects: Exports. Consumer behavior. (597073). divides the service life cycle for its computers into four stages: rapid product sales growth. by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier. Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt. and end of life after product sales halt and the installed base undergoes attrition. transition as product shipments start to decline. Gilmore. Subjects: Brands. more Eyeblaster Customer Service Department • 60 Harvard Way • Boston. From America Online to Walt Disney. Consumer behavior. Background Note Author(s): Malone. May be used with Kenics Corp. say Pine and Gilmore. Marketing strategy. which describes the marketing strategy of a high technology firm seeking foreign sales. and The Experience Economy is the script from which managers can begin to direct their own transformations. 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. 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. A product strategy that includes some sort of plan for a timed sequence of conditional moves provides an offensive rather than a reactive move. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Subjects: Marketing strategy. maturity as the service cycle peaks and product shipments continue to fall. Experiences and transformations are the basis for future economic growth.Marketing List Price: $18. 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. II. Consumer marketing. highly original. of the Experience Economy.S. character. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. The Experience Economy offers a creative. Product development. Subjects: Brands. Claudine B. and consider charging for the value of the transformation that an experience offers. product identity. This case presents detailed qualitative data on three women and their relationships with brands.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine. Marketing planning. Product management. 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. Services Length: 272p List Price: $29. 24p. are no longer enough. 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. 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. 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. 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. Data General Corp.. by Susan Fournier 580150 Title: Exporting from the United States. Subjects: Product life cycle. Joseph. Subjects: Customer service. The authors urge managers to look beyond traditional pricing factors like time and cost. International marketing. Most successful products pass through certain recognizable stages. International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek. and timing of competitive and market events. say authors Pine and Gilmore. Susan Publication Date: 01/22/1996 Revision Date: 02/13/1997 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Customer relations Length: 21p Supplementary Materials: Teaching 10/30/10 144 Note. Market analysis. (597073). Intended to reveal the deep connections consumers may form with brands across product categories. Customer relations Length: 18p Supplementary Materials: Teaching Note. but the service life cycle is not so well understood.

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

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

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

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

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

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

Marketing strategy. in response to a sharp drop in its market share. yet they remain one of the most popular ways to gather information about a market. Inc. Health. which... In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. Industry Setting: Agribusiness. Starr. General Motors. Salmon.. Market research Length: 2p List Price: $4.4 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. Yet Flying J is considering whether to increase its price of diesel fuel. 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. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11. interfunctional coordination issues.J. Subjects: Management of change. Quelch 589001 Title: Ford Motor Co. and profitability. United States Industry Setting: Retail industry Subjects: Consumer marketing. Menezes 903A05 Title: Ford Windstar Author(s): Fisher. Author(s): Quelch. by Melvyn A. Sohel Publication Date: 05/15/1991 Revision Date: 05/28/1991 Product Type: Note Abstract: Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. Industry Setting: Automotive industry Subjects: Automobiles.. Product planning & policy Length: 2p Supplementary Materials: Teaching Note. Competition. Competition.: The Product Warranty Program (A) Author(s): Menezes. 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. makes a dramatic change in its warranty policy.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan. Food industry Subjects: Agribusiness. Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell. owner-operated truck drivers. V. 25p.J. 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. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing. 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. America's third largest industrial organization. John A. 2p. Merchandising. Rohit.J. Ethics. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Food industry. James E. Jha. (591036). by Melvyn A. Melvyn A. Kirsten D. To provide actionable information. Inc. Robert J. Must be used with: (589001) Ford Motor Co. Geographic Setting: Moscow. Ford Motor Co. Ford has to decide how best to respond to this change. but also for several departments (such as manufacturing. Nonprofit marketing. Product planning & policy Length: 18p Supplementary Materials: Supplement (Field). David J.J.300 Gross Revenues: $62. (591036). Also raises several exciting issues concerning the role of product policy in competitive battles. Supermarkets. Ethics. Supermarkets Length: 11p Supplementary Materials: Teaching Note. Retail industry Subjects: 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. and some ethical issues. is rethinking its growth strategy as the economy goes into a recession. entrepreneurial company. Ford executives realize that their decision will have implications not only for sales. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch. parts and service.. Consumer marketing. by John A. Marketing management Length: 24p 583018 Title: Food Ranch.J. Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U. This article provides tips for getting real benefits from focus groups.. The Harris Group. Flying J. costs. by Melvyn A. are facing increasing costs of doing business. David E.: The Product Warranty Program (A). they have to be done right. Food. Its major customer base. Menezes 589057 Title: Ford Motor Co. especially focusing on food retailing and distribution in that country. Highlights one small. Russia. Barley.S. Sharp. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382. with the help of both Russian partners and the SuperValu Corp. International marketing. Teaching Note. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively. product line issues. and extended service plans) and their dealer network.. Menezes. Kasturi.Marketing 508074 Title: Flying J Author(s): Deshpande." Subjects: Management communication.7 billion revenues Subjects: Automobiles. (589057). quality assurance. Accompanying the article is a sidebar. Distribution.: The Product Warranty Program (B) Author(s): Menezes. Marketing strategy. Karim. 25p. (583056). Walter J. Social change. has entered the Russian food retailing industry. Melvyn A. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising. "Support Communications--And Don't Stop at the Top. Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin. 9p.

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

Marketing management. Marketing information systems. Why are customers so difficult to figure out? Is market research no more reliable than reading tea leaves? Not exactly. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . as well as a Zen-like watchfulness. However. Market segmentation Length: 7p U9809B Title: The Fourfold Path to Figuring Out What Your Customers Really Want Author(s): Billington. F.Marketing Subjects: Demand analysis. Market research. Marketing mixes. marketing manager for over-the-counter products at the drug company of Frank W. the intent to purchase does not translate into an actual purchase. Pharmaceuticals Length: 21p 502S16 Title: FreeMarkets OnLine. Market research Length: 3p List Price: $4. Also discusses the implications of CRM for future marketing organizations. Internet. Although one can speculate on the scope and rate of diffusion for each of these products independently. Focuses on the elements of the marketing mix and the impact of the legal system on marketing decisions. indicated whether or not an individual had a fever. Market analysis. looking across products allows one to pick up on things that get lost in discussing a single product. John T. Subjects: Legal aspects of business. in particular. the company has been able to cut down procurement costs by about 15%. 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. Author(s): Quelch. Here are the four steps to creating one: 1) define the market. Spanish Version Author(s): Rangan. 2) divide total industry demand into segments. and new metrics necessary for evaluating the CRM effort. Importantly. The web allows companies to build better relationships with customers than has been previously possible in the offline world. Public policy Length: 28p 81A007 Title: Frank W. a problem is that CRM means different things to different people. Horner Ltd. Consumer marketing. customer selection. John F. 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. World Wide Web 10/30/10 Length: 18p 153 584083 Title: Framework for Focusing on Legal Aspects of Marketing Author(s): Cady. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. Canada. An accurate total market demand forecast can yield clues about future product performance. deep listening. (504043). 12p. William Publication Date: 07/01/1988 Product Type: Harvard Business Review Article Abstract: Forecasting total market demand can be crucial to creating a smart marketing strategy. V. Horner Ltd. Innovation. Industry analysis. Russell S. Electronic commerce. an approach that had not been used during the initial promotional campaign.50 CMR209 Title: A Framework for Customer Relationship Management Author(s): Winer. it's helpful to compare and contrast diffusion across these products. The case question concerns how this company should now go to scale. making one product a star and another a dog. 3) find out what drives demand in each segment and project how those drivers might change. of Montreal. Product introduction. Peter McLoughlin. 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. relationship marketing. is planning his 1978-79 communications strategy for Fevertest. Subjects: Consumer behavior. Described by McLoughlin as "our first real consumer-type promotion. Economic analysis. and 4) assess the risks to the forecast and decide which assumptions are most critical to success. privacy issues. Some companies--and even whole industries-have learned the hard way that a product's historical demand curve doesn't necessarily predict future demand. when applied to the forehead. Gourville 506050 Title: Four Products: Predicting Diffusion (2006) Author(s): Gourville. Subjects: Customer relations. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: The essence of the information technology revolution and. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion. Geographic Setting: United States Industry Setting: Industrial goods Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Quebec Industry Setting: Chemical industry Company Size: mid-size Subjects: Advertising. John A. customer targeting. This article develops a comprehensive CRM model incorporating seven phases: database creation." Fevertest consisted of a thin plastic strip which. Nimble marketing minds have learned how to glean insight into customer behavior despite the inherent unpredictability. Marketing strategy. Forecasting. Demand analysis. 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. and a nuanced appreciation for the various contexts in which customers may use products. Focuses on four innovative products from different domains. Information technology. But current research suggests what many managers have long known: all too often. Subjects: Corporate strategy. 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. By creating an electronic bidding platform. Publication Date: 01/01/1981 Revision Date: 01/10/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Mr. Just going through this process can help managers better understand the real world in which they operate. It requires keen powers of observation. McLoughlin wondered whether he could improve sales by investing in television advertising. analysis of the database. Technology Length: 9p Supplementary Materials: Teaching Note.

Publication Date: 06/17/1999 Revision Date: 08/10/2004 Product Type: Case (Field) Abstract: The marketing head of the Boston Red Sox is reviewing the team's "Friendly Fenway" fan satisfaction program.S. or it may be taught as the first case in the Frito-Lay series (C) and (D). 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.. Mary. Industry analysis. First-year sales were far below plan.S.'s advertising campaign. Chuck Porter-Shirley. consistently tender beef that consumer's value. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. In 2005. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. FLI's position in it. New England. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. Friona has established relationships up and down the beef production chain to provide high-quality. Industrial markets. (FLI) excel at marketing. the leading U. a leading U. Consumer marketing. Friona is partnering with Cargill.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis. the company has been able to cut down procurement costs by about 15%. The (A) case may be used alone as an inquiry into marketing excellence. Marketing strategy. Electronic commerce. Inc. James B. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. proposes extension of a Friendly Ice Cream Corp. the ballpark's character. 9p. The case question concerns how this company should now go to scale. 9p. and the company's market methods.: Advertising Strategy for New England Author(s): Buzzell. By creating an electronic bidding platform. has a history of leadership in the highly fragmented and often contentious U. and team marketing and fan-building in general. Stephen A.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Marketing mixes. Growth strategy. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal. 10/30/10 154 Advertising media.S. Service management. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. Rajiv. (A) Author(s): Bonoma.. The revenue implications of increased customer satisfaction are also raised. Weber. Ray A. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. Robert D. Direct marketing. 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. The program is described in the context of the team's on-the-field performance. V. Purchasing Length: 20p Supplementary Materials: Teaching Note. cattle feedlot operator. Customer relations. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. meatpacker. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. beef industry. Will the introduction of highquality. 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. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. International marketing. Inc. Shelman. Thomas V.L. within the framework of team economics. Geographic Setting: Freeport. Market research. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Concludes with a day in the truck with an FLI driver-salesperson. Industrial goods. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg. Retail industry Number of Employees: 4. and projected profits did not materialize. 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. founded in 1998 to sell women's clothing by catalog. (502087). Public relations. Industrial markets. Geographic Setting: Dallas. (599130). Overviews the snack industry. TX Industry Setting: Snack food industry Gross Revenues: $1. by V. Management philosophy.S. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. Includes color exhibits. executive vice president. Marketing strategy. Fast food industry. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. Retailing Length: 27p Supplementary Materials: Teaching Note. Fast food industry.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. Marketing strategy. Knoop. a unit of L. Industrial goods. American marketing manuals and knowhow go through drastic adaptations due to changes in socio-economic environment of fast food industry between Japan and the U. ME Industry Setting: Catalog industry. Electronic commerce. Japan. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. 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. Bean.

(2688BC) From Declining to Growing Distribution Channels. marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. Marketing planning. manufacturers must develop global retailing and distribution channels. In light of these conflicting test figures and the previously less than satisfactory performance of Grandma's in single-serve packages. 12p. New product marketing. (270XBC) Managing Customer Acquisitions. by Frank V. 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. New product marketing Length: 22p Supplementary Materials: Supplement (Field). (C) Author(s): Bonoma. Although the results of the Northwest region test were not as positive. Spence 267XBC Title: From Brand Acquisitions to Brand Rationalization Author(s): Kumar. (2661BC) From Market Segments to Strategic Segments. Inc. Food. Mr. Channel migration strategies are included to help executives exploit current innovations while developing new ones. by Thomas V.: Grandma's "Ready-to-Eat" Cookies Author(s): Bonoma. they seemed to justify continuing the rollout. Food. 18p. Thomas V. Bonoma. (2718BC) Managing Customer Retention. (2696BC) From Branded Bulldozers to Global Distribution Partners. (2750BC) Market Research: Listen and Learn. (2696BC) From Branded Bulldozers to Global Distribution Partners. (582112). Marketing implementation. TX Industry Setting: Snack food industry Gross Revenues: $1. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. (585160). Marketing planning. Marketing implementation. Publication Date: 02/24/1982 Revision Date: 07/31/1982 Product Type: Case (Field) Abstract: Concerns the preliminary rollout of Grandma's Cookies and Snack Bars. (2548BC) The Marketing Mix. Kane. (D) Author(s): Bonoma. by Thomas V. brands are perhaps the most prized. (583137). Margaret L. Inc. Kenneth Treece. (2661BC) From Market Segments to Strategic Segments. (2688BC) From Declining to Growing Distribution Channels. purging unprofitable products. Only then will disproportionate investments of resources. Publication Date: 11/18/1983 Revision Date: 12/31/1984 Product Type: Case (Field) Abstract: Mr. Thomas V. Thomas V. But rather than haphazardly reacting to new channels. Bonoma. Kumar argues in this chapter that CEOs should evaluate their own distribution models to be proactive in setting the new competitive standards. 11p. (2548BC) The Marketing Mix. (583137). Subjects: NO Customer Service Department • 60 Harvard Way • Boston. Test markets Length: 26p Supplementary Materials: Teaching Note.. (270XBC) Managing Customer Acquisitions. (2726BC) Enhancing Customer Equity Through Add-On Selling. (C). Consumer marketing. and reducing organizational complexity and redundancy. KS Industry Setting: Snack food industry Company Size: Fortune 500 Gross Revenues: $1. Marketing implementation. (2726BC) Enhancing Customer Equity Through Add-On Selling. As more and more distribution channels consolidate worldwide. Geographic Setting: Kansas City. (267XBC) From Brand Acquisitions to Brand Rationalization.. Teaching Note. Intended to be given out just after they make up their minds on Frito-Lay. 2p. Food.Marketing Note. (2548BC) The Marketing Mix. Carlson. Karen A. The first step to leveraging these assets fully is to assess the brand portfolio. Geographic Setting: Dallas. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. Industry Setting: Food industry Subjects: Distribution planning. (C).95 Year New: 2005 2696BC Title: From Branded Bulldozers to Global Distribution Partners 10/30/10 155 Author(s): Kumar. (2726BC) Enhancing Customer Equity Through Add-On Selling. Bonoma. Bonoma 582112 Title: Frito-Lay. Shirley M. (583136). (2718BC) Managing Customer Retention. the Kansas City test results. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Seeking relief from declining distribution networks. New product marketing Length: 2p Supplementary Materials: Teaching Note. 18p. by Thomas V. Treece wonders how he can change the rollout specifics to better ensure the success of the new packaged Grandma's line.3 billion sales Subjects: Distribution planning. This is FLI's $20 million gamble to play its distribution strengths into a $100 million sweet snack franchise. market share was 50% higher than management had projected. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Of all the tangible assets that a company owns. allowing suppliers to get the best stock worldwide at the best prices and better serving their customers and themselves. Inc. 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. Bonoma 584043 Title: Frito-Lay. (267XBC) From Brand Acquisitions to Brand Rationalization. 18p. trimming the supply chain. by Thomas V. talent. and innovation in the surviving brands deliver top-line growth. The decision issue is whether and how to modify the rollout in a new FLI zone. senior executives cannot overlook innovative channels that reach new market segments while significantly cutting costs. Subjects: NO SUBJECTS(KEYWORDS) Length: 34p List Price: $6. (591087). giving these retailers tremendous negotiating clout over suppliers and prices. Cespedes 582111 Title: Frito-Lay. Inc. (2718BC) Managing Customer Retention.95 Year New: 2005 2688BC Title: From Declining to Growing Distribution Channels Author(s): Kumar. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. This chapter provides methods of removing marketing support for marginal brands. The initial data show some preliminary problems with the supermarket placements of Grandma's. (2661BC) From Market Segments to Strategic Segments.9 billion sales Subjects: Brands. (270XBC) Managing Customer Acquisitions. by Thomas V. Must be used with: (582111) Frito-Lay. One set of data. Inc. Teaching Note. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $6. was extremely encouraging.

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

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

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

NY Industry Setting: Consumer products. 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. Gallardo's products and advertisements ended up spurring significant growth in the market. Lee. Geographic Setting: New York. Richard L. and Poland. Shelman. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. Without mutual respect. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. 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.. with 259 traditional stores and 4 digital stores by 2006. its CEO decided to invade Mexico. tea. 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. Its success stemmed from its low-margin. progress on crosssilo issues will be slow.. high-volume strategy. Gallardo's is a privately held firm whose products-salsas. by Benjamin Yen. Laidler. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. In order to amass bargaining power to demand discounts from retailers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. They would put relentless pressure on retailers and would press for greater discounts. Benjamin. 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. GOME faced the new challenge of tuangou. products. the GLOBALGAP standard had expanded to cover coffee. By 2008. Shows how the company used these market insights to segment the market along different lines than its competitors. Publication Date: 05/20/2005 Revision Date: 09/27/2005 Product Type: Case (Gen Exp) Abstract: The theories of market segmentation and brand building in Chapter 3. 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. 10/30/10 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. Spanish Version Author(s): Quelch. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. 7p. Regina E. Teaching Customer Service Department • 60 Harvard Way • Boston. GLOBALGAP's board and management were discussing a number of questions.000 producers in 87 countries had been certified. but most of the growth was captured by its primary competitor. or group purchase.5 billion sales Subjects: Competition. consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. This chapter introduces five routes to gaining credibility and buy-in for initiatives. Explores the differences and similarities between the countries in terms of consumers. what was GLOBALGAP's role outside of Europe. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. Clayton M. including: should GAP include environmental and social aspects beyond food safety. When the company had saturated that geographical market. some only entertained tuangou that had been pre-arranged and/or preregistered. Forestry. John A. 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. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice. indicates other and potential consumer antacids. Looking ahead. Industry Setting: Agribusiness. Over 90. Benedict. David E. Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. which was complemented by its striving for service quality and innovation. founded by Wong Kwongyu. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. Food supply industry.Marketing 189118 Title: GI Wars: Tums vs. Marketing strategy. The case reviews the brand strategies for both Tums and Rolaids. 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. and margins. while others refused to give in and maintained a fixed-price policy.. and aquaculture. In 2006. without an atmosphere where silos include or seek out the CMO's team. Argentina. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3. and seasonings for Latin American dishes--were sold primarily in the southwestern United States. competition. and generally reviews recent changes in FDA and consumer attitudes on drugs. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. (HKU616). sauces. 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. Pharmaceuticals.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger. Some yielded to the pressure and offered greater discounts. livestock. It was up to GOME to determine how best it could deal with this new phenomenon. Agriculture industry.

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

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

Marketing strategy. (588008). 35p. Marketing management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Raymond Corey 585053 Title: General Electric Co. Market analysis. 35p. Collins NA Publication Date: 03/04/1985 Revision Date: 01/22/1986 Product Type: Case (Field) Abstract: The manager of dishwasher marketing planning is renewing the 1983 sales forecast for the GE dishwasher line..: Component Motor Operation. Bates 585076 Title: General Electric Co. Cady. a $28 million investment to overhaul GE's Louisville dishwasher assembly plant. Teaching Note. to electrical wholesalers (who in turn sell to repair shops). (585009). Quality control Length: 7p 585055 Title: General Electric Co. It is anticipated that this new approach will result in retail advertising which would be better coordinated with the firm's overall communications objectives. Consumer marketing. Industrial markets. Merchandising. Morrison. Unresolved questions about how the changes will play out in practice are presented at the end of the case. Strategic market planning Length: 27p Supplementary Materials: Teaching Note. Geographic Setting: Kentucky Industry Setting: Appliance industry Gross Revenues: $1 billion sales Subjects: Advertising strategy. Product lines Length: 22p Supplementary Materials: Teaching Note. by John F. Six new models are scheduled for introduction including GE's first Permatuf C dishwashers and three secondgeneration electronic machines. John F. Marketing planning. Consumer marketing. and merchandising expenditures. Market research.: Clock and Timer Market Strategy.: Clock and Timer Market Str