Marketing

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

11p. Machinery. FSS Author(s): Lattin. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Abstract: Since the 1970s. Vincent. Youngme. Multinational corporations. (504020). an internationally acclaimed design and manufacturing company of household objects for the table and kitchen. Family owned businesses. Italy Industry Setting: Consumer products Subjects: Brands.p. the case examines consumer marketing and distribution in general. as applied in the niche market of highly designed household goods for an Italian design factory. has acted as adviser and counselor to Alessi.Marketing Bonoma.. He applies this model to the donation behavior of university alumni. Negotiations Length: 3p 9-183-9C Title: All Customers are not Created Equal. Sales strategy Length: 6p Supplementary Materials: Teaching Note. Geographic Setting: Sweden. by Youngme Moon. Distribution channels. Anders Sjoman. Consumer goods. Design management. (504019). Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Ulrich E. Consumer goods. Teaching Note.. Italy. Geographic Setting: Europe. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Carlson 504018 Title: Alessi: Evolution of an Italian Design Factory (A) Author(s): Moon. Sjoman. worldrenowned architect and designer. is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). (504022). the Italian household goods design factory. Lattin presents his model for revealing the hidden dynamics of customer relationships over time. The student is asked to evaluate the new situation in light of two years' experience and change. Family owned businesses. Multinational corporations. Marketing management. the FTO is interested in another licensing agreement for a more advanced product line. Anders Sjoman. Youngme. Europe. By describing the challenges facing Alessi. Distribution channels. describes a logic for allocating marketing dollars across unequal customers. Considers the interests of Alfa-Laval. 11p. International trade. by Youngme Moon Year New: 2004 504022 Title: Alessi: Evolution of an Italian Design Factory (D) Author(s): Moon. Includes color exhibits. (506057). Includes color exhibits. Design management. In 1974. Product development. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. 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. 9p. head of distribution at family-run Alessi S. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industry analysis.A. Design management. Sjoman. where design ambitions need to be balanced with business considerations. Product development. Family owned businesses. Italy Industry Setting: Consumer products Subjects: Brands. Consumer marketing. Sales strategy Length: 3p Supplementary Materials: Teaching Note. Italy. 3p. 11p. Product development. Italy. Sjoman. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Product development. Supplement (Field). by Youngme Moon Year New: 2004 10/30/10 12 578198 Title: Alfa-Laval: Farm Equipment Division (A) Author(s): Wiechmann. Vincent. Karen A. Ulrich E. 6p. Consumer marketing. Vincent. Youngme. Vincent Dessain. by Youngme Moon Year New: 2004 504020 Title: Alessi: Evolution of an Italian Design Factory (C) Author(s): Moon. Kate Publication Date: 05/01/1978 Revision Date: 08/01/1981 Product Type: Case (Field) Abstract: Alfa-Laval is about to enter final negotiations with the Polish Foreign Trade Organization (FTO) concerning a licensing agreement for Alfa-Laval's line of milking machine equipment. Geographic Setting: Sweden. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industrial markets. Alessandro Mendini. Creativity. 11p. Design management. Sales strategy Length: 15p Supplementary Materials: Supplement (Field). Anders Sjoman. Consumer marketing. Marketing management. Europe. Machinery. 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. (506057). by Youngme Moon Year New: 2004 504019 Title: Alessi: Evolution of an Italian Design Factory (B) Author(s): Moon. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Abstract: Alessio Alessi. Consumer goods. Dessain. and reflects on the implications for marketing practice in Customer Service Department • 60 Harvard Way • Boston. Gillespie. Vincent Dessain. Distribution channels. by Youngme Moon. Dessain. James M. Europe. Consumer goods. Italy. Vincent Dessain. Geographic Setting: Europe. Dessain. Sales strategy Length: 9p Supplementary Materials: Teaching Note. (506057). Sjoman. Vincent. By discussing Mendini's role as art director. Professor James M. by Youngme Moon. and Alfa-Laval's competitors. Europe. 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. Distribution channels. Consumer marketing. 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. Dessain. Color Case. Family owned businesses. the case introduces the artistic side of Alessi. International trade. Negotiations Length: 11p 578199 Title: Alfa-Laval: Farm Equipment Division (B) Author(s): Wiechmann. (506057).

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. Customization. Customer service. Customer Service Department • 60 Harvard Way • Boston. Market share. It isn't. Personal selling. Sales management. Product design. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers. David B. Author(s): Corey. 10/30/10 30 Sales strategy Length: 15p Supplementary Materials: Supplement (Library). Includes color exhibits. GE Capital. However. The company's independent representatives number 500. Grand Expeditions. Customer retention. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. David B.7 billion revenues Subjects: Marketing management. E. Market segmentation Length: 8p 8946 Title: Avoid the Four Perils of CRM (HBR OnPoint Enhanced Edition) Author(s): Rigby. Sales organization. Raymond Corey 503039 Title: Avon Corp. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. Customization.000 in the United States alone. Phil Publication Date: 02/01/2002 Product Type: HBR OnPoint Article Abstract: Customer relationship management is one of the hottest management tools today.000 in the United States alone. at more than 200 companies in a wide range of industries. Teaching Note.com (A). Machinery. A rewritten version of an earlier case. Loyalty. Product introduction Length: 14p Supplementary Materials: Teaching Note. The company's independent representatives number 500. CRM is the creation of customer strategies and processes to build customer loyalty. with its representatives. Industry Setting: Electronic test & measurement. Yet. by E.Marketing Subjects: Customer relations. Internet. Personal selling. Executives began to make longrange plans for production and marketing. and BMC Software. 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. But more than half of all CRM initiatives fail to produce the anticipated results. Market segmentation Length: 11p List Price: $6. 14p. Godes NEW 505S12 Title: Avon.com (B) Author(s): Godes. However. Sales compensation.7 billion revenues Subjects: Marketing management. Reichheld. Sales strategy Length: 15p 503041 Title: Avon. Must be used with: (503016) Avon. Sales management. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. 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.com (A). there seems to be potential for the web to help them grow their business in new and different ways. Sales compensation. (503093). Klein. both successful and unsuccessful. Sales management. 14p. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. and between the representatives and their customers. by David B. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. (590023). it is now considering whether it should sell directly to the consumer. Godes. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes BASF's corporate advertising program in the United States. by David B. it is now considering whether it should sell directly to the consumer.50 590022 Title: Avon Co. (503093). They've found that CRM backfires in part because executives don't understand what they are implementing. This article looks at best practices in CRM at several companies. Godes NEW 593021 Title: BASF: Corporate Advertising for 1992 Author(s): Greyser. Sales strategy Length: 2p Supplementary Materials: Teaching Note. Stephen A. Frederick F.. let alone how much it will cost or how long it will take. Executives began to make longrange plans for production and marketing. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case Abstract: Avon has always sold its products through a large independent direct-selling organization. Product introduction Length: 14p 503016 Title: Avon.000 Gross Revenues: $5. there seems to be potential for Avon to grow their business on the web in new and different ways. Rather. Pricing strategy. Square D. Sales organization. Teaching Purpose: Sales force management. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. Schefter. Subjects: Customer relations.. David B. Product design. 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. 2p. including the New York Times Co. Author(s): Corey. Market share.com (A) Author(s): Godes.000 Gross Revenues: $5. 14p. Customer retention. Pricing strategy. and between the representatives and their customers. Sales organization. Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets. Personal selling. Raymond Publication Date: 01/01/1957 Revision Date: 01/01/1979 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. Yet. direct selling. Sales compensation. by David B. which are then supported by the technology. Loyalty. Machinery. (503041). Subjects: Marketing management. Industry Setting: Electronic test & measurement. Spanish Version Author(s): Godes. E. with its representatives.. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43. Darrell K.. What benefits might Avon reap from using the Web to improve its relationship with its customers. Customer service.

was preparing to meet with his senior managers to discuss BBC WW's global strategy options. 2007. Communication strategy. National Sales Companies Author(s): Herman. National Sales Companies Author(s): Herman. Since 2004. Youngme. (596106) Siemens Corp. audio books. Das Narayandas. VP of marketing at BMW North America. 22p. By all indications.725 Gross Revenues: $32. directed by some of the hottest young directors in Hollywood. Spanish Version Author(s): Moon. Laura Publication Date: 11/13/2008 Revision Date: 01/12/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product.693 million revenues Subjects: Advertising. the nontraditional campaign has been a huge success. chief executive officer of BBC Worldwide (BBC WW). VP of marketing at BMW North America." The campaign appears only on television. Product lines. we make the products you buy better. British Pounds Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2007 596510 Title: BLACK & DECKER CORP. (598106). books. despite having only a single company-branded consumer product. VIDEO (DVD) Author(s): Black & Decker Publication Date: 05/01/2008 Product Type: Case Video. budget. DVD Abstract: An abstract is not available for this product. (509024). Das. Narayandas. 7p. Dolan Year New: 2007 509023 Title: BMW's Project Switch (A): Importers vs. Entertainment industry Number of Employees: 25. target audiences. Kerry. mobile phones. Product positioning Length: 24p 502046 Title: BMWFilms Author(s): Moon. Public relations Length: 5p 507034 Title: BBC Worldwide: Global Strategy Author(s): Quelch. John Smith.. BBC WW profits had more than doubled.." This campaign features five short films for the Internet. Subjects: NO SUBJECTS(KEYWORDS) Length: 0 min Supplementary Materials: Teaching Note. directed by some of the hottest young directors in Hollywood. Must be used with: (509023) BMW's Project Switch (A): Importers vs. Geographic Setting: United States Industry Setting: Chemical industry Subjects: Advertising. television. Brands. "BMWFilms. Narayandas.. is debating how to follow up the success of his latest marketing campaign. including magazines. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns. 39p. DVDs. and approaches to evaluation are described. 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.. (B): "OPERATION SUDDEN IMPACT" (DEWALT INTRODUCTION). BBC WW delivered its profits back to the BBC. Geographic Setting: United States Industry Setting: Automotive industry. Global Industry Setting: Broadcasting industry. The case highlights BMW's approach to redesigning its channel in Greece. 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. Now the question is. Herman. Herman. and other emerging digital media (such as Internet Protocol TV). The core theme of the campaign is "We don't make the products you buy . BASF's U. positioning. International marketing. May be used with: (593022) Siemens Corp. The goals. The case provides details on both headquarter and country head perspective on BMW's channel strategy. based company seeks to build corporate awareness and identity in the U. is debating how to follow up the success of his latest marketing campaign. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer behavior Length: 26p Supplementary Materials: Teaching Note. the nontraditional campaign has been a huge success. Youngme. National Sales Companies. Kerry. downloads. 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). merchandise. Consumer behavior. Schille. (593023) Du Pont: Corporate Advertising for 1992.000 Gross Revenues: 784 Million. Kerry Publication Date: 02/11/2002 Revision Date: 12/19/2002 Product Type: LACC Case Abstract: Jim McDowell. by Kerry Herman. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. (B): Corporate Advertising for 1996. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. the commercial arm of the British Broadcasting Corporation (BBC). what to do for an encore? Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97. Stephen A. By all indications. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p 593046 Title: BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Author(s): Greyser.Marketing In 1992. Examines how a non-U.S. Consumer marketing. "BMWFilms. and advertising. Luxury goods Company Size: large Subjects: Automobiles. (503073). media. BBC WW exploited and exported BBC branded content around the globe through all formats. Kerry Publication Date: 02/11/2002 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Jim McDowell. Chemicals.S. by Youngme Moon 503S40 Title: BMWFilms. Geographic Setting: Europe. what to do for an encore? Teaching Purpose: Customer Service Department • 60 Harvard Way • Boston." This campaign features five short films for the Internet. Brands. by Robert J.S. (A): Corporate Advertising for 1992. Now the question is. Winig. John A. messages. Carin-Isabel Publication Date: 06/28/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: In January. Knoop. Automobiles. Laura Winig 509024 Title: BMW's Project Switch (B): Importers vs.

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

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

Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. (IMD501). 27 min. by Jean-Philippe Deschamps. Commercial banking. Product lines Length: 19p Supplementary Materials: Supplement (Field). Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Students are asked to examine critically the role of the moderator and to evaluate the information value of the technique. McQuade. Product lines Length: 2p Supplementary Materials: Case Video. Rowland T.. Marketing strategy. Ethics Length: 2p M213 Title: Bank of America: An Exploratory Study of the Women's Market Author(s): Ryans.. International 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. Product lines Length: 1p Supplementary Materials: Case Video. Nirmalya Kumar 591136 Title: Barco Projection Systems (D) Author(s): Moriarty. Teaching Note. Jr. by JeanPhilippe Deschamps. by Jean-Philippe Deschamps.. 27 min. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 591135 Title: Barco Projection Systems (C) Author(s): Moriarty. Nirmalya Kumar 506S13 Title: Barco Projection Systems (C). Women Length: 30p HKU774 Title: Banyan Tree: Sustainability of a Brand During Rapid Global Expansion Author(s): Farhoomand. Product development. 12p.. Rowland T. Essentially. Geographic Setting: Global.. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (C). Jr. Supplement (Field). Bangalore.. International marketing. The marketing research division of Bank of America is helping its California division launch an advertising campaign aimed at the women's market. The cashing of the check activates an interest charge. Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. Rowland T. 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. (591136). 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. 1p. Jr.. Belgium Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Industrial markets. Although recovery was on the horizon.. Geographic Setting: Singapore. by Rowland T. including targeting capabilities. those events left haunting memories and CEO Ho Kwon Ping understood the need to diversify risks across geographic regions. 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. Marketing strategy.. (IMD501). Case Video.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Spanish Version Author(s): Moriarty. 27 min. Barco Projection Systems makes video. Ethical issues are also implied. Moriarty Jr. Subjects: Industrial markets. Direct marketing.. Deals with how a small niche player deals with considerably larger competitors in a global environment. Nirmalya Kumar IMD501 Title: Barco Projection Systems: Interview with COO Erik Dejonghe. Moriarty Jr. a transcript of a discussion by one of the focus groups selected for the purpose. Teaching Purpose: To illuminate perspectives of both marketers and consumers regarding direct marketing initiatives. 2p. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Subjects: Advertising. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: LACC Supplement Abstract: An abstract is not available for this product. 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. and graphics projectors for the industrial market. Nirmalya Kumar BESTSELLER 591134 Title: Barco Projection Systems (B) Author(s): Moriarty. Geographic Setting: California Industry Setting: Banking industry Subjects: Advertising. McQuade. Must be used with: (591133) Barco Projection Systems (A): 10/30/10 34 Worldwide Niche Marketing. Market research. Sony Corp. 2p. Ali. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (A). Market segmentation. (IMD501). Consumer marketing. Product lines Length: 2p Supplementary Materials: Case Video. by Jean-Philippe Deschamps. Rowland T. Krista McQuade. (591135). Subjects: Industrial markets. McQuade. data. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (B). The Asian Financial Crisis of 1997.. Dolan. Advertising campaigns. As a result. Product development. Marketing strategy.Marketing and included a check for the increase. International marketing. Thailand Subjects: NO SUBJECTS(KEYWORDS) Length: 39p 591133 Title: Barco Projection Systems (A): Worldwide Niche Marketing Author(s): Moriarty. Pauline.. International marketing. Jr. Customer Service Department • 60 Harvard Way • Boston. McQuade. In August 1989. McQuade. They have traditionally been the performance leader. (591134). Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. by Rowland T. 27 min. Moriarty Jr. (592098). Supplement (Field). Rowland T. Product development. Cathy Publication Date: 03/25/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Following a successful IPO in June 2006. by Rowland T. Product development. Krista McQuade. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. Adrian B.. (IMD501). Subjects: Industrial markets. Marketing strategy. Enz. Ng. by Robert J. Jr. Krista McQuade.

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

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

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

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

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

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

Tarsis. Public policy.. success is based on how well firms manage interactions with customers. and changing expectations of maternity care by women. Pricing strategy.. Jaworski argue that as this "frontoffice automation" revolution unfolds. a loss of $2 billion in market cap. Richfield.: CustomerCentricity. Future Shop in Canada. Services Length: 272p List Price: $32. pricing and service characteristics. Jeffrey F.. home-office products. Rayport is chairman and founder of Marketspace LLC. Based on extensive research inside both start-up and established businesses. (581008). Marketing strategy. Service management. not $0. a subsidiary of Monitor Group. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. Retail industry Subjects: Advertising.-based Best Buy Co. Retailing. and related services in North America. Bloom. Best Buy missed its third-quarter earnings per share (coming in at $0. including a new set of segment leaders. Boston Author(s): Lovelock. including a new set of segment leaders. 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. Competition.95 41 579180 Title: Beth Israel Hospital. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27. Rajiv. Geographic Setting: Boston. and the consumer. The company's stock price fell nearly 12% that day.30). Hospital administration. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. and related services in North America. CannonBonventre. Regulation Length: 19p Supplementary Materials: Teaching Note. 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. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. Bernard J. Irina. by Christopher H. a declining birth rate. a loss of $2 billion in market cap. Bernard J. Important environmental trends include increasing government health regulation.-based Best Buy Co. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. 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. Industry Setting: Fast food industry. the retailer. and Magnolia Audio Video as well as service provider Geek Squad. Its operations included the distinct store formats Best Buy. By making effective displays. Nine pages of exhibits include market trends. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston.28. the money. Minn. Inc. Marketers must make the most of the communications possibilities at this point to increase their sales. Inc. the authors show how this revolution will create a "people-rich" workplace--one that combines the unique capabilities of humans and machines to create a better world for all of us. was the leading retailer of consumer electronics. Retail industry Subjects: Automation. designing appropriate. Short on appropriately skilled labor and flush with new intelligent technologies. For the eight years leading up to 2004. Industry Setting: Advertising industry. T. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . they are recruiting machines into the workforce for greater effectiveness. Spanish Version Author(s): Lal. Health services. and cost and occupancy data. Sales management. was the leading retailer of consumer electronics. Process innovation. visionary managers are not just outsourcing or sending work offshore for greater efficiency. Future Shop in Canada. home-office products. 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.3 billion. Christopher H. Best Buy missed its third-quarter earnings per share (coming in at $0..28. not $0.Marketing Knoop. Retailing. Richfield. 2005. Far from dehumanizing the workforce. marketers can address the various interests of the manufacturer. Jeffrey F. For the eight years leading up to 2004.. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch. and hybrids of both--to surpass current levels of performance and service. 2005. Inc. more intensive competition. Rayport and Bernard J. competitive profiles. Minn. Knoop. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings.30). and the product--converge. 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. 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. Nonprofit marketing. automated. The company's stock price fell nearly 12% that day. In Best Face Forward. Jeffrey F. and Magnolia Audio Video as well as service provider Geek Squad. John A. Its operations included the distinct store formats Best Buy. easily identifiable packaging. Jaworski. Customer service. Electronic commerce. and focusing in-store advertising media on the POP.. making shopping exciting. 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. But on December 13.3 billion. 10/30/10 Information technology. 9p. But on December 13. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co.

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

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

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

Sales promotions Length: 15p Year New: 2008 588015 Title: Black & Decker Corp. Howard Firestone Publication Date: 06/30/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case.. Reitz. Bates. 18p. Weinberger. HPG's president has to decide whether the product should be recalled and. Merchandising. Bates.: Household Products Group (A1) Author(s): Quelch. Motameni. David. Entertainment industry. N. (587155). Merchandising. whose always outspoken. Electric industries. Lancaster-Webb's communications chief. Sales promotions Length: 25p Supplementary Materials: Teaching Note. N. Cynthia A. by John A.5 billion sales Subjects: Appliances. Brands. volume rebates. by John A. Vertical integration Length: 6p R0309Z Title: A Blogger in Their Midst (Commentary for HBR Case Study) Author(s): Suitt.: Spacemaker Plus Coffeemaker (B) Author(s): Smith.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Kasturi. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: This rewritten version differs from Black & Decker Corp. Appliances. Spanish Version Author(s): Quelch. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. (591068). Merchandising. Product recalls. Consumer marketing. More important. by John A. May be used with: (590100) Black & Decker Corp. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . John A.5 billion assets Subjects: Appliances. V. Product safety Length: 12p Supplementary Materials: Teaching Note. Craig Smith 590100 Title: Black & Decker Corp. Brands. (593036). 2) ethical considerations in product safety and product recalls. sales prospect Samuel Taylor. by John 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. and consumer rebates has been condensed. Minette E. Brand Transition Author(s): Quelch. and 4) impact of product recalls on product brands.: Spacemaker Plus Coffeemaker (B). cooperative advertising. John A. Consumer marketing. often Customer Service Department • 60 Harvard Way • Boston. and 2) The detailed information concerning advertising. John A. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. Brands. Ethics. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. medical director of the Houston Clinic.: Household Products Group. 18p. Drumwright. She came over to him. Glove Girl was a factory worker at Lancaster-Webb. Retailing. 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.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Erin Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. promotion programs. if so. Sales promotions Length: 14p Supplementary Materials: Teaching Note. Pamela. Samuelson. N. Marketing implementation. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. "I think she may have stolen your crowd. Sales promotions Length: 28p Supplementary Materials: Teaching Note. cooperative advertising. and consumer rebates has been condensed. Brand Transition. Appliances... Homa must decide on a program to transfer the Black & Decker name to GE small appliances. volume rebates. Craig Smith 500087 Title: Blockbuster (B) Author(s): Rangan. May be used with: (590099) Black & Decker Corp.: Spacemaker Plus Coffeemaker (A). Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Ray. Halley. Appliances. Merchandising. 2) the use of direct marketing in product recall. This newly introduced product is a "Key Introduction" for Black & Decker's Household Product Group (HPG). Marketing implementation. Craig Publication Date: 05/01/1990 Revision Date: 10/23/1991 Product Type: Case (Field) Abstract: Describes the highly 10/30/10 45 successful recall of the Black & Decker Spacemaker Plus Coffeemaker. Electric industries. Retail industry Subjects: Distribution channels. Quelch 587057 Title: Black & Decker Corp. Consumer marketing. Product recalls.: Household Products Group. as if this explained anything. Consumer marketing. Industry Setting: Entertainment industry. Ozzie. (587155). 16p. 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. Quelch 502S12 Title: Black & Decker Corp. Minette E. You know. purchase allowances. He made a "What's up?" gesture to Judy Chen. had failed to show. and 3) the meaning of customer care. and 2) The detailed information concerning advertising.. promotion programs. Drumwright. dating discounts. dating discounts. Quelch.Marketing Brands. 3) the role of public relations in product recall. 16p. Must be used with: (599075) Viacom's "Blockbuster" (A).: Spacemaker Plus Coffeemaker (A) Author(s): Smith." Judy said. Publication Date: 10/02/1987 Revision Date: 10/06/1992 Product Type: Case (Field) Abstract: This rewritten version differs from Black & Decker Corp. Withdrawn 11/19/01. Quelch 590099 Title: Black & Decker Corp. Objectives include: 1) factors in product recall effectiveness and success. Ethics." "Who is she?" Will asked. Bates. Consumer marketing. by John A. 15p. (593036). Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. purchase allowances. Cynthia A. Quelch. Product safety Length: 18p Supplementary Materials: Teaching Note. the blogger.. how the recall should be implemented. N. Cynthia A. Teaching objectives include: 1) managing a product recall. Consumer marketing. "It's Glove Girl.

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

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

Social change. Lawrence. Joseph Lawler. Communication strategy. 5 min. 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. 34p. by Thomas V. Kasturi Rangan 593517 Title: Boston Fights Drugs. (593517). each employing around 14 people. Newspapers. Executives need to ask. believes that better dealer management is the key to his company's continued growth. Sales promotions. Kasturi Rangan. Social enterprise. Lawrence. Bonoma. a payrollprocessing company that built a nearly billion-dollar business by serving small companies. 15p. Shipbuilding Length: 22p Supplementary Materials: Teaching Note. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Its 250 dealers were served by a small force of regional managers. Public relations. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. Most dealers were not exclusively Whaler distributors. Lawler wants the dealers' "commitment" to BWI increased. Loyalty. And customer relationship management software provides evermore sophisticated ways to identify and eliminate poorly performing customers. When founder Tom Golisano couldn't convince his bosses at Electronic Accounting Systems that they were missing a major opportunity. Case Video. Case Video. whether through new dealer agreements. Kasturi.000 U. South Africa Length: 18p 584036 Title: Boston Whaler. by V. Social enterprise. Social services Length: 33p Supplementary Materials: Supplement (Field). Recreational equipment.. Kane. But writing off a customer relationship simply because it is currently unprofitable is at best rash and at worst counterproductive. Geographic Setting: Boston. They create their own storyboards but are not sure if they are truly better. (589006). by Ad Council. Jennifer Lawrence Year New: 2007 588031 Title: Boston Fights Drugs (A): Designing Communications Research Author(s): Rangan. Marketing strategy. V. Presents a relatively complete account of distribution management problems. 7p. and 10/30/10 48 additionally. In this article. Shirley M.: Managing the Dealer Network Author(s): Bonoma. Scott. Sales management. Jennifer Lawrence. "How can we make money off the customers that everyone else is shunning?" Consider Paychex. Social change. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. Margaret L. he started a company that now serves 390. V. Established players had ignored these customers on the assumption that small companies couldn't afford the service. (589006). Corporate responsibility. Ethics. V. Rangan. Communication strategy. Tomlinson. Students must develop an appropriate corporate policy for advertising. and Whaler sales ordinarily did not account for the majority of dealer revenues.S. Thomas V. Kasturi Rangan. 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. Video Author(s): Ad Council. Implementation. 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. Jennifer Publication Date: 10/30/1987 Revision Date: 03/11/1992 Product Type: Supplement (Field) Abstract: Describes the results of the advertising pre-test described in the (A) case. by Thomas J.Marketing (507S21).00 578111 Title: Boston Globe: Advertising the Krugerrand Author(s): Cady. Social enterprise. Loyalty experts stress the need to aim retention programs at "good" customers--profitable ones--and encourage the "bad" ones to buy from competitors. Kasturi Rangan 588032 Title: Boston Fights Drugs (B): Converting Research to Action Author(s): Rangan. And they offer lessons that other executives can use to do the same. high performance line of power and other boats for the recreational. 7p. Social change. Subjects: Customer relations. David. Kosnik. Industry Setting: Advertising industry Subjects: Advertising. Publication Date: 09/29/1983 Revision Date: 10/31/1984 Product Type: Case (Field) Abstract: Mr. by Thomas J. Market segmentation. Industry Setting: Advertising industry Subjects: Advertising. (588032) Boston Fights Drugs (B): Converting Research to Action. newlyappointed president of Boston Whaler. (585169). 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. allows a thorough key account analysis of BWI's top 50 dealers. MA Industry Setting: Advertising industry Subjects: Advertising.000 budget to combat drug abuse among Boston's school-going population. Kosnik. (588032). Geographic Setting: New England Industry Setting: Publishing industry Gross Revenues: $100 million assets Subjects: Advertising. Mr. (593517). V. Considerable public pressure against this decision has led to a reassessment of current advertising and editorial policy. 12p. Teaching Note. and other markets. Doug. commercial. customers. training. 5 min. by V. Kasturi. V. Jennifer Publication Date: 10/30/1987 Revision Date: 11/14/1994 Product Type: Case (Field) Abstract: Describes in detail the research mounted by five individuals with a $20. Social services Length: 5 min List Price: $150. Communication strategy. Inc. Geographic Setting: Massachusetts Industry Setting: Boating Company Size: small Gross Revenues: $40 million sales Subjects: Distribution planning. Social services Length: 12p Supplementary Materials: Teaching Note. Customer retention. the movement to banish unprofitable customers seems reasonable. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. John F. Customer Service Department • 60 Harvard Way • Boston. BWI manufactured a high-price. (BWI). by Ad Council. Spence R0303C Title: Bottom-Feeding for Blockbuster Businesses Author(s): Rosenblum. Marketing implementation. The group must now decide how to implement its findings for maximum impact. minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. On the surface. Inc.

This chapter will help you determine which brand icons will work best for your brand. IKEA. analyzing. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. (8281BC) Brand Personality: How to Build a Unique Brand. Trout. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . whose unorthodox approaches have allowed them to steal share from all segments of the market. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. The fault lies partly with marketers and ad agencies. V. 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. Joachimsthaler. 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. professor V. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. attribute perception biases. Consumer marketing. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Evidence suggests managers need to assess both consumer familiarity with. Her insights and analyses can help you to position your product to its best advantage. and predicting a brand's equity in a product market. Kevin J. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. such as JetBlue. Troopers. and predicting a brand's equity in a product market. analyzing. She presents four positioning strategies--iconic. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser. and Sony. (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. the brand. attribute perception biases. but ultimately it's the CEO's job to stop brand dilution. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. V. Moon cites numerous examples of companies. A fivefold typology of brands-Coveted Icons. (8280BC) Core Brand Message: How to Build a Unique Brand. 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. Seenu Srinivasan shares his research on measuring. Brands. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. Market positioning. professor V. (8280BC) Core Brand Message: How to Build a Unique Brand. Analyzing. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6. 10/30/10 49 Developers. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Subjects: Brands. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. David A. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. reverse. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. breakaway..95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane. Subjects: Brand management. 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. and nonattribute preference--and reveals how much each contributes to brand equity. Tarnished Treasures. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. Youngme Publication Date: 01/12/2007 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Have you positioned your brand to best engage the interest of potential customers? Professor Youngme E. Subjects: NO SUBJECTS(KEYWORDS) Length: 70 min Year New: 2007 CMR177 Title: The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge Author(s): Aaker.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon.. and Diamonds--is offered for describing the degree of brand balance. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. Marketing strategy. 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. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Vicki R. Analyzing. (8279BC) Core Brand Values: How to Build a Unique Brand. and stealth positioning--that such companies have used to dominate their product categories. and Predicting Author(s): Srinivasan. (8282BC) Brand Icons: How to Build a Unique Brand. and nonattribute preference--and reveals how much each contributes to brand equity. Seenu Srinivasan shares his research on measuring. and consumer regard for.

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. (501006). synergy. he looks at management considerations: Managers of strong brands understand what the brand means to customers. and leverage rather than market weakness. confusion. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire. the growth of global mobile marketing practices. by Katherine N. Wesley. Palliser has created a unique cultural outlook that other small business owners can adopt. Kevin L. and several mobile marketing communications campaigns that Adidas launched in 2004. They stay relevant to customers over time. Fareena. managers can come up with a comprehensive brand report card. and business environments that have drastically changed their task. Andrew. Today the situation is far different. waste. and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear. Elizabeth. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. A full range of marketing tools are employed to build brand equity. Geographic Setting: New Zealand Industry Setting: Wine industry Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2005 905A24 Title: The Brand in the Hand: Mobile Marketing at Adidas Author(s): Rohm. But few can objectively assess their brand's particular strengths and weaknesses. they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. Marketing management. United Kingdom. Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. Presents company background information. Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon. Subjects: Brands. Finally. And the company consistently measures sources of brand equity. The brand stays consistent. Sultan. Bornheimer. In addition. Pricing truly reflects consumers' perceptions of value. Consumer marketing. Flexibility. such as a mobile news ticker for the 2004 European soccer championship. May be used with: (R00104) The Brand Report Card. Brands. Keller. Lemon. The company gives the brand proper support and sustains it over the long term. endorsed brands. In doing so. This article introduces a powerful brand architecture tool. 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. Brand management. there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. Brand management. Marketing mixes. Publication Date: 08/15/2000 Product Type: Exercise Abstract: Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. he says. But. 5p. if pressed.-featuring Missy Elliott. By doing the same for competitors' brands. Marketing strategy 10/30/10 Length: 3p 50 BH159 Title: Brand Value. Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand. Kevin L. Convictions. Elizabeth Bornheimer. By blending four different types of marketing practices. channel dynamics.E. global realities. (502083) Inside Intel Inside. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and missed opportunities. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. Sub-brands relate to one another in an orderly way within a portfolio of brands. clarity." It is intended to help brand architecture strategists employ insight and subtlety to subbrands. Most have a good sense of one or two areas in which their brand may excel or may need help. Marketing mixes. This set of challenges has created a new discipline called "brand architecture. the "brand relationship spectrum. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk. Consumer marketing. a popular female hip-hop artist." A coherent brand architecture can lead to impact. May be used with: (501004) Brand Report Card Exercise. it has ensured the effective use of limited resources and built a competitive advantage through considered action. To give managers a systematic way to think about their brands. and New Zealand Wine Author(s): Beverland. many would find it difficult even to identify all the factors they should be considering. 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. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. Alvin J. Subjects: Brands. Introduces a specific campaign--Respect M. Subjects: Brand equity. Katherine N. Subjects: Brand equity. Brands.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. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. By grading a brand according to how well it addresses each dimension. and their alternatives. data on the penetration of mobile devices such as cell phones. Adhering to a core set of values.. Geographic Setting: Europe. Kevin L. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. United States Customer Service Department • 60 Harvard Way • Boston. Marketing management. Brand managers now face market fragmentation.

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

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

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

Airlines. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror. Clorox's Brita skillfully exploits a tide of water safety concerns. Geographic Setting: United States Industry Setting: Airline industry 10/30/10 Gross Revenues: $2. Organizational change. America!" Promotion (A) Author(s): Greyser.S. Geographic Setting: United States Industry Setting: Airline industry Gross Revenues: $2. The development of the campaign and its implementation are discussed. David E. Publication Date: 02/11/2003 Revision Date: 04/15/2003 Product Type: Color Case Abstract: Should Brioni. New product marketing.5 billion assets Subjects: Advertising. 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. Advertising campaigns. Major issues Customer Service Department • 60 Harvard Way • Boston. International business Length: 28p 54 585014 Title: British Airways Author(s): Quelch. and management must use its legacy. with increasing returns to scale and a delicate acquisition versus retention balance. an internationally known. Must be used with: (585014) British Airways. Consumer marketing. profit. Video Author(s): Quelch. Includes color exhibits. John L. (501067). Spanish Version Author(s): Quelch. Quelch. By focusing on providing quality basketball. Sports Length: 7p 503057 Title: Brioni Author(s): Bell. too. by John A. growing a home water (filtration) business from inception to a 15% U. and about rebuilding the quality of the organization. Marketing strategy. Industry Setting: Entertainment industry Subjects: Brand equity. Marketing management. by David E.S. The dangers are: 1) compromising the existing image. Management of change. Publication Date: 01/31/1989 Revision Date: 12/05/1991 Product Type: Case (Field) Abstract: Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. Author(s): Deighton. Product life cycle. Marketing management. (587016). The players believed--and slowly but surely. forging good business relationships. Subjects: Advertising campaigns. 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. Market positioning. Geographic Setting: Italy Industry Setting: Apparel industry Gross Revenues: $150 million revenues Subjects: Brand equity. Product life cycle.00 589089 Title: British Airways: "Go for It. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction.-U. about the players working more with kids. New product marketing. growing a home water filtration business from inception to a 15% U. Consumer marketing. 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. Airlines. Airlines. The decision in the case arises as the period of increasing returns seems to be drawing to a close. Brands. Advertising campaigns. John A. 12p. to take the business forward into a less friendly environment.. Test markets Length: 19p 504S10 Title: British Airways. and 2) failing to recognize the quite different organizational demands of the women's fashion business. Brand management. an installed based and a strong brand equity. Clothing. 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. 10 min. Bell NEW 500024 Title: The Brita Products Co. to take the business forward into a less friendly environment.S. John A. Spanish Version Author(s): Deighton. and insisting on accountability in the business. 16p. household penetration in ten years. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. Retailing Length: 24p Supplementary Materials: Teaching Note. 8p. audiences and arena managers did. Teopaco. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . International business Length: 27p Supplementary Materials: Teaching Note. The development of the campaign and its implementation are discussed. household penetration in ten years." Alternative strategies range from doing nothing to staging an ambitious sales promotion. Jim Harris Interview. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. by John Deighton BESTSELLER 503S63 Title: The Brita Products Co. Test markets Length: 18p Supplementary Materials: Teaching Note.K. Quelch 886518 Title: British Airways. Marketing strategy. (503089). by John A. Stephen A.5 billion assets Subjects: Advertising.Marketing contributions to charities. The company is experiencing the worst downturn ever in its U. and management must use its legacy. Consumer marketing. 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. Italy. Jackson helped the Globetrotters dramatically increase revenue. and attendance.. John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: LACC Case Abstract: In a race for installed base. 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. Case Video. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. John A. Brand management. (886518). The dilemma in the case arises as the period of increasing returns seems to be drawing to a close. International business Length: 10 min List Price: $150. Publication Date: 11/14/1985 Product Type: Case Video Abstract: Presents a videotaped interview with the director of marketing of British Airways. Entertainment industry. an installed base and a strong brand equity.

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

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

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

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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Ray A. Entrepreneurship. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998.800 Subjects: Advertising campaigns. in the fall of 1999.. Geographic Setting: Colombia. by John T. chairman and CEO of Callaway Golf Co. Author(s): Lal.. 13p. Publication Date: 06/01/2002 Product Type: Case Video. Distribution channels. Rajiv. CA Industry Setting: Golf Gross Revenues: $800 million revenues Subjects: Consumer marketing. chairman. in the fall of 1999. Product introduction. Edith D. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. Technology Length: 23p Supplementary Materials: Teaching Note. Biotechnology. Case Video. (1-277-3). DVD. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. Prescott. Prescott. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Food Length: 30p 501019 Title: Callaway Golf Co. Distribution channels. by John A. Used in the First Year Marketing course. by John A. (501082).. making it pleasingly different from the competition and communicating the benefits to the consumer. making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. After a decade of stunning success with the marketing concept. Case Video. The student must determine what attitudes need to be changed. Marketing strategy Length: 24p 502803 Title: Callaway Golf Co. Quelch. if they can be changed. Taught in the Sustaining Value Module Geographic Setting: Carlsbad. Marketing strategy Length: 10 min List Price: $150. Publication Date: 08/11/2000 Product Type: LACC Case Abstract: Describes a situation faced by Ely Callaway. (506061). including regulatory requirements consumer education activist resistance to production. Consumer behavior. (502804). Brand equity Length: 27p 502041 Title: Calgene. Marketing mixes. Case Video. the 80-year-old founder. 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. Beverages. Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer.800 Subjects: Advertising campaigns. As it develops and brings these products to market. by Rohit Deshpande 503S02 Title: Cafe de Colombia. and CEO of Callaway Golf Co. Marketing mixes. Gourville. 3 min. however. Scott. Inc. it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 100 Subjects: Agribusiness. Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Abstract: In 1993. de Royere. by John A.. Edith D. 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. Geographic Setting: Colombia. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. John T. the 80-year-old founder. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Alexandra Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Spanish Version Author(s): Lal. (504045). Author(s): Goldberg. Rohit. 10 min. CA Industry Setting: Golf Gross Revenues: $800 million revenues 10/30/10 67 Subjects: Consumer marketing. Quelch BESTSELLER 503S06 Title: Callaway Golf Co. Callaway to reconsider the marketing program that had successfully supported the product until now. 13p. United States Industry Setting: Coffee Number of Employees: 1. by Rajiv Lal. 10 min. DVD Abstract: Presents an interview with Ron Drapeau. John A. Distribution channels. and distribution logistics. Patricia Martone Carrolo. by Youngme Moon Year New: 2006 502024 Title: Cafe de Colombia Author(s): Deshpande.. Innovation. Video (DVD) Author(s): Quelch. (502801). Geographic Setting: Carlsbad. and CEO of Callaway Golf Co. The results in 1998 forced Callaway to reconsider the marketing program that had successfully supported the product until now. Beverages. Subjects: Consumer marketing. Rohit. A rewritten version of an earlier case. de Royere. Marketing mixes. Streaming.. After a decade of stunning success with the marketing concept. Food industry Gross Revenues: $10 million sales Event Year End: 1969 Subjects: Advertising. 12p. chairman. and design a program to change them. Video Author(s): Quelch. Brand equity Length: 26p Supplementary Materials: Case Video. United States Industry Setting: Coffee Number of Employees: 1.Marketing Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note. Quelch. 10 min. chairman and CEO of Customer Service Department • 60 Harvard Way • Boston. At the same time. Publication Date: 06/01/2002 Product Type: Case Video Abstract: Presents an interview with Ron Drapeau. (502803).00 502804 Title: Callaway Golf Co. Gourville 576046 Title: California Prune Advisory Board (A) Author(s): Ward. John A. Spanish Version Author(s): Deshpande. Must be used with: (501019) Callaway Golf Co. Mr. it faces a series of marketing and public relations hurdles. Geographic Setting: California Industry Setting: Advertising industry. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes a situation faced by Mr. Ely Callaway. Rajiv.

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

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

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

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

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

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

Marketing strategy. but Standard Machine Corp. Bruce. Mary. Whitescarver. Consumer behavior. by Susan Fournier.. And two Asian machine-tool companies have set their sights on Occidental's home market. Yao. Susan.. measurement. Maruskin. Retailing. and Sir Adrian Cadbury. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Subjects: Corporate strategy. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. overly simplistic. 17p. "Buck". Subjects: Brands. but Standard Machine Corp. Rogers. Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon. has instilled yet greater interest in the concept. but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired. and significance of brand loyalty. Walter J. much less manage them. has a long-standing policy of selling its products at list price--discounts are out of the question. but Standard Machine Corp. 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. 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. Loyalty. F. Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr. Marketing management Length: 24p Supplementary Materials: Teaching Note. Machinery. (598123).. Jim. Inc. 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. Marketing management. Whitescarver.Marketing Subjects: Case method. Dew. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215) Customer Service Department • 60 Harvard Way • Boston. many questions remain about the definition. Some state that brand loyalties are declining and that in today's consumer world. multibrand usage--not brand loyalty-appears the norm. Haeckel. Market analysis. 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. Richard T. Customer retention. Pricing. 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. Johnson. Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman. Marci K.G. John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices. Inc. 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. 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. Despite this rich history. Sales management. Here's how to do discounts right. Occidental Aerospace.. Others feel that the concept of loyalty itself is not outmoded or outdated. Lindgren. Occidental Aerospace. has a long-standing policy of selling its 10/30/10 74 products at list price--discounts are out of the question. Scott's company. Scott's company.. former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. And two Asian machine-tool companies have set their sights on Occidental's home market. The era of relationship marketing. president and CEO of Campbell Soup Co. is pushing for a discount. with its focus on retaining customers for life. has a long-standing policy of selling its products at list price--discounts are out of the question. Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. David W. Stephen H. Richard T. Lindgren. is pushing for a discount. And two Asian machine-tool companies have set their sights on Occidental's home market. publisher of USA Today and executive vice president for marketing of Gannett Co. Includes color exhibits. HBR Case Discussions. Carl Spielvogel. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. Marketing implementation. Occidental Aerospace. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). chairman and CEO of Backer Spielvogel Bates Worldwide. Moore. Mary. 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. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores. F... Bruce. Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. "Buck". Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr. Rogers.G.. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. is pushing for a discount. director of advance marketing development at IBM. Growth strategy. Scott's company. Moore. and conceptually limiting idea.

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

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

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

Market research.. "Talk to Chuck" Advertising Campaign Ad Clips. Cross functional management.500 Gross Revenues: $100 million revenues Subjects: Communication strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Video Supplement (VHS) Author(s): Quelch. Marketing management. The matrix model suggests how existing firms and entrepreneurs can perform their distribution functions more efficiently. and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems. This case examines this complex project. 2p. Sales management Length: 10p 801158 Title: Chapters. Geographic Setting: Canada Industry Setting: Retail industry Number of Employees: 50 Gross Revenues: $2 million revenues Subjects: Canada. Growth strategy. Salmon. 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.: The "Talk to Chuck" Advertising Campaign. (508064). Industry Setting: Hospital administration Subjects: Communication strategy. by Margaret Bruce 590045 Title: Channel Management Author(s): Cespedes. managers can plot a simple chart that reveals any misalignment and use it to balance the benefit-price equation..: The "Talk to Chuck" Advertising Campaign. John A. Distribution planning. Video Supplement (DVD) Author(s): Quelch. Quelch 509701 Title: Charles Schwab & Co. value has two components: benefits received and price paid. they hire design consultants to create a new corporate identity for the hospital. Frank V. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts.Marketing channels will emerge. Margaret Publication Date: 01/01/1994 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Follows the implementation of the corporate identity.. 2p. by Margaret Bruce 994021 Title: Changing Corporate Identity: The Case of a Regional Hospital. the hospital's executive management team develops a strategic plan to reposition the hospital. Green. 2) key components and choices in channel management. Subjects: Distribution. Must be used with: (994020) Changing Corporate Identity: The Case of a Regional Hospital. 3) major factors that affect producer-reseller relations. Electronic commerce. Lal. Hospital administration. 10/30/10 78 Jason Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: For customers. After gauging their customers' perceptions of value. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. Must be used with: (507005) Charles Schwab & Co. World Wide Web Length: 10p 994020 Title: Changing Corporate Identity: The Case of a Regional Hospital Author(s): Bruce. (994021). Epilogue Author(s): Bruce. including investment in new technology and upgraded facilities to attract leadingedge physicians and nursing staff. Must be used with: (507005) Charles Schwab & Co. Inc. Retailing Length: 25p F0709D Title: Charge What Your Products Are Worth Author(s): Bala. Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business. by John A. 9p. Growth strategy. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 509702 Title: Charles Schwab & Co. Teaching Note. Distribution channels.00 Supplementary Materials: Teaching Note. Cross functional management. It enables identification of competitors poised to use the media to change the rules of the marketplace. (994022). May be used with: (509701) Charles Schwab & Co.ca Author(s): Roberts. "Talk to Chuck" Advertising Campaign Ad Clips. (994022). "Talk to Chuck" Advertising Campaign Ad Clips. Video Supplement (DVD). and implementation of a communications plan. Publication Date: 09/20/2000 Revision Date: 07/10/2001 Product Type: Case (Field) Abstract: Describes the challenges facing the online site associated with Canada's largest bricks-and-mortar bookseller. Hospital administration.. 2p. Video Supplement (VHS). Market research. Marketing strategy. IN Industry Setting: Health care industry Number of Employees: 1. Product positioning Length: 2p Supplementary Materials: Teaching Note. John A. Rajiv. Venkatesh. Inc. the creation of a new identity to satisfy the various publics served by the hospital. Product positioning Length: 16p Supplementary Materials: Supplement (Field). Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $150. by Margaret Bruce. and asks students to identify the marketing levers that can drive the business model. Marketing organization. Geographic Setting: Columbus. 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. focusing on the relationship between marketing and design as they work through the renaming of the hospital. Design management. "Talk to Chuck" Advertising Campaign Ad Clips. Finally. Marketing strategy. May be used with: (509702) Charles Schwab & Co. Internet. Michael J. Industrial markets. Subjects: Distribution channels. 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.. Design management. As part of this plan. Walter J. it helps managers brainstorm ways in which an existing industry can be vulnerable and a totally new one defined.

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

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

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

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. Consumer goods. International marketing.. Palter 582053 Title: Child World. (583016). Geographic Setting: United States Industry Setting: Food industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising. retail and beverages--and exported 17% of its production. Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions. Marketing planning. Information systems. A relatively small firm with sales of around $14 million. Quelch 882548 Title: Chipman-Union. John A. Food. mostly to the United States. Clothing. Cuellar. Author(s): Takeuchi. develop an overall marketing strategy for the company. Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006. 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. Inc. Inc. MA Industry Setting: Toy industry. Hiller. Retailing. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands. 5p. Toy industry Length: 29p 581073 Title: Chipman-Union. Sales promotions Length: 22p Supplementary Materials: Teaching Note. at the same time. was acquired by Cole National. Inventory management. 15p. CEO of Chocolates El Rey. Quelch. Market research. Petroleum. was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so. Geographic Setting: Europe. New product marketing. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising. With only 0. by John A. Rohit.: Corporate Image Advertising Author(s): Quelch. which faces a myriad of problems. El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. Elisa M.. 10 min. Inc. in early 1981. a chain of toy supermarkets. by John A. Geographic Setting: Boston. Packaging. Corporate strategy. a chain of specialty stores. Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. by John A. 24p. (591141). New product marketing. Marketing planning. Product management. Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World.: OdorEaters Socks.: Odor-Eaters Socks (Hagen Interview). 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. Product planning & policy Length: 14p Supplementary Materials: Teaching Note. and Japan. Marketing strategy. Hirotaka. manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. Communication strategy. Marketing planning. Video Author(s): Quelch. John A. Gustavo. Robert D. The firm sold its chocolates in four different segments--food services.M. Distribution planning. 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. Must be used with: (581073) Chipman-Union. Quelch 591005 Title: Chevron Corp. Test markets Length: 34p 10/30/10 82 589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell. Ralph G. Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande. Operations research. Merliss. industry. including supermarket and drug store distribution. in which the company is considering the introduction of a branded line of men's athletic socks. John Chase was appointed president of Child World. Inc.: Odor-Eaters Socks Author(s): Quelch. a strategic business unit of Chloride Group PLC. John A. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. Merliss. Market research. Case Video. Jorge Redmond. called a meeting with senior management to discuss the company's growth strategy. (882548). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industry Setting: Apparel industry Subjects: Clothing. Consumer marketing. (583013). 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. Europe. El Rey needed to grow. Product planning & policy Length: 10 min List Price: $150. Communication strategy. Herrero.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan. Considers a preliminary marketing program. by John A. Publication Date: 03/21/1991 Revision Date: 06/04/1993 Product Type: Case (Field) Abstract: Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market.Marketing strategy. He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and. but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets. Information systems. Distribution planning. Polls & surveys Length: 17p Supplementary Materials: Teaching Note. Also describes test marketing and the use of the PERT system to determine a production schedule. Quelch.5% of the cocoa's world production.

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

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

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

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

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

The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. After a very interesting launch strategy. by Luc Wathieu 502S46 Title: Clust.95 Year New: 2007 500068 Title: Coca-Cola's New Vending Customer Service Department • 60 Harvard Way • Boston. Leonard L.com: Dream More and Pay Less.S.S. After a very interesting launch strategy. Electronic commerce. facilities. consistent message: The needs of the patient come first. Consequently. Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. France. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. to call on their friends to join the Clust community. collaboration. the authors say. beyond the usual act of choosing among pre-defined alternatives. Spanish Version Author(s): Wathieu. Recreation.. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2008 4855BC Title: Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds Author(s): Holt. to discuss and support the ideas of others. Two pathways are outlined with enough details to support decision making and evaluate both profitability and concept consistency. Rajkumar Publication Date: 03/22/2007 Product Type: Case (Field) Abstract: This note is designed for use in an MBA marketing research course. then ensure that their employees and facilities consistently show customers evidence of that story. Communication in organizations. but the Club has attracted young. In fact. Customer relations. Luc Publication Date: 11/22/2000 Product Type: Case (Field) Abstract: Clust is a French groupbuying Web site. Two pathways are outlined (focus on groupbuying and good deals vs. 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. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. single U. Clust holds no inventory beyond a warehouse to organize deliveries. 4p. Internet. market. Instead of marketing products to consumers. Consequently. Clust holds no inventory beyond a warehouse to organize deliveries.com: Dream More and Pay Less Author(s): Wathieu. beyond the usual act of choosing among predefined alternatives. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. Market positioning Length: 17p UV0745 Title: Cluster Analysis for Segmentation Author(s): Venkatesan. consumers are expected to bring up their demands and create new product ideas. What are the lessons to be drawn from Harley's brand myth? Subjects: NO SUBJECTS(KEYWORDS) Length: 38p List Price: $6. companies need to determine what story they want to tell. Neeli Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: When customers lack the expertise to judge a company's offerings. From the way it hires and trains employees to the way it designs its facilities and approaches its care. Industry Setting: Health care industry Subjects: Brand management. It provides an overview of segmentation using K-means clustering. 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. to discuss and support the ideas of others. Electronic commerce. At Mayo. Essentially. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: The Harley-Davidson Company is everyone's favorite company turnaround story. In fact. A simple algorithm for K-means clustering and the process of profiling clusters are provided. Luc Publication Date: 11/22/2000 Product Type: LACC Case Abstract: Clust is a French groupbuying Web site. Douglas B. Clust is marketing aggregated consumer demands to manufacturers. scrutinizing people. Growth strategy. The Mayo Clinic understands this and carefully manages that evidence to convey a simple. and processes for evidence of quality. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and to monitor the efforts of the Clust purchasing team. Consumer behavior. Market positioning Length: 16p Supplementary Materials: Teaching Note. and tangibles. they naturally turn detective. Creativity. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. the Mayo Clinic provides patients and their families concrete evidence of its strengths and values--an approach that has allowed it to build what is arguably the most powerful brand in health care. (501083). Examples from the insurance industry are used in the note. Creativity. tourists to its Caribbean resorts. The way in which Mayo manages evidence to communicate its message is an example to be followed. The experience of Club Med is largely among Europeans. France. Internet. to call on their friends to join the Clust community. bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. the Web site comes short of breath. and to monitor the efforts of the Clust purchasing team. the evidence falls into three categories: people. Tourism Length: 14p Supplementary Materials: Teaching Note. Their experiences led them to identify best practices applicable to just about any company. the Web site comes short of breath.Marketing Product Type: Case (Gen Exp) Abstract: Focuses on Club Med's strategy in the U. Bendapudi. 11p. by Scott Ward R0302H Title: Clueing In Customers Author(s): Berry. Marketing strategy Length: 6p NEW 501047 Title: Clust. in particular those that sell intangible or technically complex products. Instead of marketing products to consumers. Clust is marketing aggregated consumer demands to manufacturers. consumers are expected to bring up their demands and create new product ideas. International marketing. Market definition. (579062). Health care.

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

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

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

Communication. Technology Length: 1p List Price: $4. Personal selling. message delineation. Public relations. Pricing strategy. The response was overwhelming: forget the flashy features and focus on your customers. 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. This article offers practical tips for getting the most out of videoconferencing. Technology Length: 2p List Price: $4. Stephen H. 14p. 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. alternative communications. communications intensity. twodimensional gradients between commodities and specialties. Stephen H. Marketing management.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland.50 504S11 Title: Communications Policy. and search engines for how the current technological developments can improve communication. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Communication. Customer retention. Industry Setting: Advertising industry Subjects: Advertising. 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. Designed for sales. message delineation. World Wide Web Length: 3p List Price: $4. and general managers responsible for price making and related activities." the compactor. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases. Pricing. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. Focuses on: Target selection. Focuses on: Target selection. Forecasting. and need for consistency in communications programs. Market Analysis. Benson P. real-time virtual communication. Specialties and the Great In-Between Author(s): Shapiro. some communication technologies are beginning to add value to the bottom line. and so that you have substantial price latitude. knowledge sharing and knowledge management. Spanish Version Author(s): Star. Quelch 577106 Title: Compactor (A) Author(s): Abell. 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. Provides a new way to improve the profit margins of commodities. Marketing strategy. 9p. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. by John A. means and media. Subjects: Management communication. Internet. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. Not a Price Taker! Author(s): Shapiro. 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. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968. 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. Management communication. Technology. marketing. Technology expert Eric Marcus examines the future of the Internet. Market research. and Note on Marketing Arithmetic and Related Marketing Terms." Subjects: Customer relations. and Note on Marketing Arithmetic and Related Marketing Terms. Assumes that students have previously read Consumer Analysis. Sales promotions Length: 12p Supplementary Materials: Teaching Note.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus. 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. Marketing planning. Benson P. Knowledge management. Abell 577109 Title: Compactor (B1) Author(s): Abell.50 999005 Title: Commodities. alternative communications. Assumes that students have previously read Consumer Analysis. and their attempts to estimate potential demand. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). Subjects: Commodity markets. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. Market Analysis. Derek F. Subjects: Internet. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. Public relations. economics of communications decisions. years--of hype. Derek F. Industry Setting: Advertising industry Subjects: Advertising. economics of communications decisions. Product introduction. communications intensity. by Derek F. Demand analysis. Personal selling. (578181). (585021). Strategic planning Length: 28p Supplementary Materials: Teaching Note. Advertising media. means and media. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. and need for consistency in communications programs. Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years. Market selection. Advertising media. Subjects: Pricing strategy. 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.

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

Mazursky. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. Retail industry Subjects: Computer industry. A Conceptual Framework Author(s): Dhebar. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Spanish Version Author(s): Bell. Subjects: Competition. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. (2610BC) The Right Customers: Acquisition. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Market research. 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.95 Year New: 2006 593120 Title: Complementarity. Profitability analysis. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. 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.. and Positioning. When such disruptions occur. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. and Development. Francesca. Helps them determine how to evaluate the results from an operational point of view. 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. Students must evaluate the reliability of the research and decide which of three products to produce. Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: 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.000 Gross Revenues: $32 billion revenues Subjects: Brands. 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. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto. High technology. Stephen H. Points up the differences between the approaches and casts a critical eye upon them. If not. or interrelationships. Marketing strategy. If not. David E. High technology. Retention. Marketing strategy. Computer industry.. (2580BC) Market Customization: Market Segmentation. David E. of 1) the product and the user. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. the new version of the product makes a "break with the past" in at least some limited way. If the low-priced. Leamon. the company will maintain or increase its 45% share of the market. Applications.Marketing List Price: $150. and Pitfalls.000 Gross Revenues: $32 billion revenues Subjects: Brands. If the low-priced. Industry Setting: Consulting Subjects: Consulting. Market research. (2637BC) Integrated Marketing Communications: Creativity. Product development. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. the company will maintain or increase its 45% share of the market. 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. Industry Setting: Computer industry. with verbatim customer comments and critiques of a new product design that Compaq is developing. not just their products. non-Intel notebook is a success. (2599BC) Developing New Products and Services: The Marketer's Role. (2629BC) Pricing It Right: Strategies. it could cease to be a player in the market it has created and filled. High technology. Leamon. This chapter introduces direction and provides the tools for conducting such research. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. Compatibility. non-Intel notebook is a success. It concludes with Michael Porter's "five forces" that shape positioning strategy. and Effective Resource Allocation. Students must evaluate the reliability of the research and decide which of three products to produce. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. (2602BC) Branding: Differentiation that Customers Value. Teaching Purpose: Introduces students to different types of market research. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Targeting. Big World. and 3) the product and databases that are created and repeatedly modified with its help. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. the more significant the Customer Service Department • 60 Harvard Way • Boston. Market research. New Challenge. and Product Change: Breaking with the Past?. it could cease to be a player in the market it has created and filled. 2) the product and other products with which it is typically used. Video. (2653BC) Marketing Across Borders: It's a Big. Consistency. (2564BC) Creating a Marketing Plan: An Overview. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. Computer industry. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. 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. Marketing management. (2645BC) Interactive Marketing: New Channel.

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

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

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

has worked on projects for financial services giant GloBank. Brought in to restore profitability. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Subjects: Consumer behavior. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. or his client will disappear. Jeff Patterson's firm. Tom. which means that division presidents like Bill must justify major consulting projects. Jeff pulls together a team to make the case. Fournier. Exclusion. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. Performance appraisal. Jeff pulls together a team to make the case. Vulnerability. Jeff pulls together a team to make the case. HBR Case Discussions. Bill Holland. Flynn Fuller Consulting. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 10/30/10 98 (HBR Case Study) Author(s): Buday. Brought in to restore profitability. Van Berkel. Marketing mixes. Peter.95 Year New: 2007 554006 Title: Consolidated Drugs. Present. Robert. Flynn Fuller Consulting. 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. Flynn Fuller Consulting. Management of change. firms like Flynn Fuller must sell themselves again to GloBank. Bill Holland. (4460BC) Control: How the Sense of Mastery. looking for places to cut. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. has worked on projects for financial services giant GloBank. Maloney has been examining GloBank's bottom line. Jeff will have just one hour to try to sway Maloney. Jeff Patterson's firm. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training. Worse. Market segmentation. Robert. Pharmaceuticals. Emphasizes the importance for marketing managers of understanding what consumer needs are. Worse. which means that division presidents like Bill must justify major consulting projects. firms like Flynn Fuller must sell themselves again to GloBank.. Christopher H. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Marketing planning. Inc. or his client will disappear. H. Maloney has been examining GloBank's bottom line. it's a defense of Flynn Fuller's continuing added value. Stone. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). Frank Maloney III. Now Jeff's contact. Thomas J. (4457BC) Container: How Inclusion. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. 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. Industry Setting: Consulting firms Subjects: Financial services. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: New York. Bane. Stone. Van Berkel. and Other Boundaries Affect Consumer Thinking. looking for places to cut. or his client will disappear. William P. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). but he hears as many approaches as there are people in the room. Spanish Version Author(s): Deighton. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. Industry Setting: Consulting firms Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0302A Title: A Consultant's Comeuppance (HBR Case Study and Commentary) Author(s): Buday. Bane. The new CEO wants to slash GloBank's extensive use of consultants. how consumers make decisions and what their buying and usage behavior is like. Jeff will have just one hour to try to sway Maloney. and Well-Being Affects Consumer Thinking. rather.C. it's a defense of Flynn Fuller's continuing added value. but he hears as many approaches as there are people in the room. Frank Maloney III. Maloney has been examining GloBank's bottom line. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Author(s): Raymond. Borden NH Jr. H. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. Intended to supplement case materials in an introductory case-oriented marketing course. rather. Now Jeff's contact. Klein. Bill Holland. H. and Future Affects Consumer Thinking. 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. Brought in to restore profitability. has worked on projects for financial services giant GloBank. Tom. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years.Marketing Meeting of Past. John. The new CEO wants to slash GloBank's extensive use of consultants. William P. He must decide how to reallocate the territories. firms like Flynn Fuller must sell themselves again to GloBank. Frank Maloney III. rather. but he hears as many approaches as there are people in the room. Jeff will have just one hour to try to sway Maloney. The new CEO wants to slash GloBank's extensive use of consultants. Now Jeff's contact. Sales compensation. Worse.. it's a defense of Flynn Fuller's continuing added value. which means that division presidents like Bill must justify major consulting projects. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Klein.. Peter. looking for places to cut.

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

. (596042) Consumer Behavior Exercise (D). John. and society interact and suggests how firms might adopt different strategies toward technology to take advantage of these emergent interactions. John Deighton 503S24 Title: Consumer Behavior Exercise (F). it affects the national wealth and international trade. 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. 14p.. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. (597041). Spanish Version Author(s): Deighton. consumers may increasingly choose to consume those products and services they consider to be healthy and environmentally sound or otherwise socially valuable. and overconsumption can produce financial distress for individuals. Industry Setting: Consumer products Subjects: Consumer goods. this article contends that technology is more than a means to the end of satisfying consumer needs and wants--it is an active force that frequently escapes the control of the marketer. Market research Length: 2p 596044 Title: Consumer Behavior Exercise (F) Author(s): Deighton. James. In this way. Pitt. brand loyalty). The exercise provides students with first-hand understanding of important concepts in consumption domain (e. product meaning. (597041). (596044) Consumer Behavior Exercise (F). brand loyalty). Marketing management. Jocz. 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.. consumption becomes a matter of political debate.. product meaning. Drawing on the ideas of the philosophers Heidegger and Popper. by Susan Fournier. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. Consumer marketing. Fournier. (596041) Consumer Behavior Exercise (C). John. customer satisfaction.. Market research Length: 2p 596043 Title: Consumer Behavior Exercise (E) Author(s): Deighton. (596041) Consumer Behavior Exercise (C).00 CMR327 Title: Consuming Technology: Why Marketers Sometimes Get It Wrong Author(s): Berthon. marketing. 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: 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. the authors reflect on the entanglements between consumption. 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. Pierre R. May be used with: (596039) Consumer Behavior Exercise (A). (596042) Consumer Behavior Exercise (D). Fournier. John A. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . product meaning. Gerald. In this chapter. (596043) Consumer Behavior Exercise (E). The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g. 14p. customer satisfaction. product meaning. and politics. firms. In the democracy of the marketplace. Zaltman. Fournier.. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. The current edition includes selections on the fundamental changes in consumer markets. (596040) Consumer Behavior Exercise (B). John. or overuse and damage of natural resources and the environment. customer satisfaction.Marketing John Deighton 503S23 Title: Consumer Behavior Exercise (E). brand loyalty). Underconsumption depresses the economy. Subjects: Consumer behavior. Explores the ways in which technologies. 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. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Market research Length: 2p Supplementary Materials: Teaching Note. May be used with: (596039) Consumer Behavior Exercise (A). getting the consumer product right the first time. 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.95 4457BC Title: Container: How Inclusion. customers.g. brand loyalty). Spanish Version Author(s): Deighton.g. customer satisfaction. Marketing strategy Length: 176p List Price: $35. (596040) Consumer Behavior Exercise (B). Subjects: Consumer behavior. HBR paperbacks are regularly revised with recent articles. Fournier. Market research Length: 2p Supplementary Materials: Teaching Note.g. Subjects: Consumer behavior. Mac Hulbert. Subjects: Consumer behavior. and Other Boundaries Affect Consumer Thinking Author(s): Zaltman. John. Exclusion. by Susan Fournier. building brands. private act. Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2006 7853BC Title: Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics Author(s): Quelch. and retailing tactics.

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

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

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

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

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

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

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

Marketing better when they were separate. The sales force has its own gripes. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) case. Sales compensation. (584096). Sales management. The consultants aren't much help in winning new business. Shapiro. all of them highly skilled at selling product. Supplement (Field). Now the consultants and the salespeople are trying to work together. but they're making a hash of it. Shapiro. Cline. the same people who delivered services to clients made the consulting firm's sales. but it is now faced with a competitive situation in which a small market share. 5p. Cline. and they're selling additional projects left and right. The sales force has its own gripes. Before the acquisition. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. handled sales. Benson P. mainly to profit from the software sales that are a natural byproduct of consulting engagements. Craig E. Before the acquisition. Jerome A. Turegano. Geographic Setting: Maryland Industry Setting: Automotive supplies. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. according to Ron Murphy. and they're selling additional projects left and right. Ford. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. The sales force has its own gripes. Industrial markets. For instance. (584096). They've got his boss's ear. Craig E. The consultants aren't much help in winning new business. but they're making a hash of it. Raymond Corey 578171 Title: Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors Author(s): Shapiro. 17p. handled sales. is a virtual certainty. Industry Setting: Automotive supplies. Metals Subjects: Automotive supplies. Metals. Sales management. Subjects: HBR Case Discussions. by Benson P. The company previously had a three-year contract for 100% of Beta's business. stimulating demand for a pace of change that the CIO says the retailer can't handle. yet one greater than 50%. What will it take for cross selling to succeed at TopTek? Subjects: HBR Case Discussions. 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). By contrast. Caroline A. Now the consultants and the salespeople are trying to work together. They get no commissions on products they sell. TopTek's professional salespeople. Metals. mainly to profit from the software sales that are a natural byproduct of consulting engagements. Craig E. by Benson P. Sales strategy Length: 9p Year New: 2004 10/30/10 108 578170 Title: Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors Author(s): Shapiro. by E. Sales compensation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . But in many ways the two companies worked better when they were separate.. Sales compensation. Business conditions. 17p. according to Ron Murphy. but they're making a hash of it. Pricing Length: 16p Supplementary Materials: Supplement (Field). by Benson P. Charan. By contrast. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. stimulating demand for a pace of change that the CIO says the retailer can't handle. (578172). Before the acquisition. Shapiro.. Pollution control. Teaching Note. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. handled sales. Subjects: HBR Case Discussions. Sales strategy Length: 4p Year New: 2004 R0407X Title: Cross Selling or Cross Purposes? (HBR Case Study) Author(s): Harding. the same people who delivered services to clients made the consulting firm's sales. Shapiro Customer Service Department • 60 Harvard Way • Boston. They get no commissions on products they sell. Craig E. Shapiro. (578171). Industrial markets. TopTek's sales VP. For instance. The consultants aren't much help in winning new business. For instance. Competitive bidding. by Benson P. TopTek's professional salespeople. They've got his boss's ear. Supplement (Field). 2p. Teaching Note. By contrast. Now the consultants and the salespeople are trying to work together. Kovac. according to Ron Murphy. But in many ways the two companies worked better when they were separate. stimulating demand for a pace of change that the CIO says the retailer can't handle. Pricing Length: 2p Supplementary Materials: Teaching Note. Colletti. TopTek's professional salespeople. (578173). Competitive bidding. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. Sales strategy Length: 5p Year New: 2004 R0407B Title: Cross Selling or Cross Purposes? (HBR Case study and Commentary) Author(s): Harding. Cline. 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. (583103). Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. all of them highly skilled at selling product. Sales management. The consultants in the newly constituted TopTek aren't happy either.. 1p. by Benson P. Pollution control. What will it take for cross selling to succeed at TopTek? May be used with: (R0407X) Cross Selling or Cross Purposes? (HBR Case Study). Ram. Business conditions. Cline. TopTek's sales VP. Benson P. all of them highly skilled at selling product. The consultants in the newly constituted TopTek aren't happy either. They get no commissions on products they sell. the same people who delivered services to clients made the consulting firm's sales.. The consultants in the newly constituted TopTek aren't happy either. They've got his boss's ear. TopTek's sales VP. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. Craig E. Ford Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. Metals Company Size: small Gross Revenues: $22 million sales Subjects: Automotive supplies. and they're selling additional projects left and right. 2p. Cline.

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

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

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

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

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

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

managers should consider their companies' overall business strategy. by John A. the best plan is to acquire the needed technology or to exit the market completely. which products won't fight cultural barriers. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly. Edward G. 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. much like banner ads. Spanish Version Author(s): Quelch." says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. Greg Publication Date: 09/10/1992 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. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. a leading mobile service provider in Korea. a social network company in Korea. In determining the degree of standardization or adaptation that is appropriate. She offers as an example a Lexus rep who drove 80 miles to deliver $1. For some products. of Tel Aviv University and MIT's Sloan School.Marketing and take his case to the court of public opinion. Quelch.. Hoff. it makes sense to use a step-by-step approach that breaks the development task into smaller. It's a way to turn marketing into a collaborative process." Industry Setting: Advertising industry Subjects: Advertising. of Georgia Tech. Marketing mixes. Conley. virtual gifts.. Product introduction.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. Among the risks: the novelty of permission-based marketing may soon wear off. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. what trade-offs will result from standardizing various elements of the marketing mix. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. Han. 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. Pricing.). At other times.. and $15 million from advertising. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Stephen A. "Taking Permission One Step Further. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. and how standardization will vary from country to country. For others. procedural. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). Nate Bennett. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. Subjects: Marketing management. International marketing. International marketing. and then use the appropriate strategy plotted on the product development map. more manageable steps. which products will benefit from the economies or efficiencies of standardization. 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. A better approach is to determine what the entry risks and opportunity costs are.000 to a stranded Lexus owner whose purse had been stolen. etc. Subjects: Cross cultural relations. By 2007. 19 min. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. John A. Barak Libai. Sunil. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. does Atida need a new way to deal with unhappy customers? Tom Farmer. Multinational corporations Length: 11p Supplementary Materials: Case Video. $15 million from mobile networking. Product development. But being fast to market is no advantage if the product isn't right. of Centenary College. Conley. Electronic commerce Length: 2p List Price: $4. Direct marketing. Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. and Chris Martin. companies have to respond fast if they want to preserve their positions. Publication Date: 05/01/1986 Product Type: Harvard Business Review Article Abstract: The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. the new CEO of Cyworld. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service. Edward J. and Internet service providers may begin to block messages that look like spam. (1-279-1). John A. In the Internet age. John A. The key to a successful program is establishing and keeping your promises to the customer. 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. Sangman 10/30/10 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008. Streaming. and interactional--thus increasing their desire for revenge. Includes the sidebar entitled. it may be better to develop a hybrid product. had to decide how to create and capture value from his rapidly growing user base.

Also gives lengthy data derived from these surveys. Product introduction. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star. Polls & surveys. 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. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. Consumer behavior. Morris. Geographic Setting: Jersey City. To be used primarily as background information. Market research. Pricing. Product introduction. Consumer goods. Davis. Details the company and division's background. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior.. 21p. N.. Stephen H. DLJdirect was planning to spend $65 million on marketing in 1999.5 billion on marketing. Davis. 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. Walter Thompson Company's marketing research department. N. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. a 250% increase over the prior year. (594094). O'Keefe. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 10/30/10 116 Author(s): Star. Chanhi Publication Date: 10/20/1997 Revision Date: 03/23/1998 Product Type: Case (Field) Abstract: The top management at Daewoo is reviewing its close relationship with the Uzbekistan government. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . International business.. Geographic Setting: United States Industry Setting: Biotechnology industry. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. Stephen H. DLJdirect differentiated its service to meet the needs of self-directed.. Walter Thompson group then developed audio-visual material for seven basic advertising concepts. Consumer behavior. N. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material.J..000 Gross Revenues: $65 billion revenues Subjects: Asia. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. 12p. Stephen H. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. focusing especially on the performance of Uz-Daewoo Auto. Park. Ray A. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. 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. Davis. each of which emphasized one specific attribute of Daisy. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. 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. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. 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. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. high net worth investors. a strategic alliance to manufacture and market passenger cars. Polls & surveys. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. Consumer goods. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. who focused either on day traders or more mainstream investors. 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. by John A. Marketing strategy.J. N. Automobiles. Thomas R.Marketing Subjects: Air freight service. The J. the ten largest online brokers were projected to spend $1. and the history and current position of the women's wet shaving industry. (803178). sophisticated. Market research. Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology. International marketing. a disposable shaver for women. Product introduction. 8p. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. by Thomas R. Financial services. 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. (598108).. Davis. by John A. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. John A. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy. Internet. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star. its position in the women's wet shaving market. E*Trade would lead the pack with a $300 million budget. Consumer goods.J.J.. Stephen H. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston.

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

Demmler. (4460BC) Control: How the Sense of Mastery.. and legislation. Product lines Length: 17p Customer Service Department • 60 Harvard Way • Boston. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Brian. Strategic planning Length: 25p 576186 Title: De Cordova Museum Author(s): Lovelock. (4454BC) Balance: How Justice. 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. a successful suburban museum on the outskirts of Greater Boston. Exclusion. the disintegration of the marketing center is not a cause for concern. Retailing. and prices will be less robust. Product lines.. ineffective marketing communications. This case compares the strategies of Dayton-Hudson and R.95 Year New: 2007 577112 Title: Deere & Co. Revised (1983) by C. and significance of the corporate marketing department. and me-too research and development. and findings of a recent survey of De Cordova members and visitors. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking." significant shifts in channel power. Benson P. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. fines. Industry Setting: Fast food industry. Macy and examines their chances for continued superior results in the 1980s. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. 9p. Huckabee. but they are far-reaching: Absent a core of marketing competence. food companies have been recently accused of contributing to the growing problem of obesity. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Equilibrium. Alan J. stature. and Future Affects Consumer Thinking. Although the situation appears perplexing.: Industrial Equipment Operations Author(s): Shapiro. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. marketing is often less of a corporate function and more a diaspora of skills and capabilities spread across the organization. (579148). 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. Present. Frederick E. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors.Marketing Abstract: During the 1970s. Polls & surveys. The consequences are not immediate. Malter. Examines a series of in-depth interviews with leading marketing executives and CEOs to clarify the root causes of the decline. Growth strategy. is evaluating future directions for the museum in its 25th year. Mike Publication Date: 08/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: Although catering to our biological interests. Includes a strategic. accessories. (4457BC) Container: How Inclusion. Marketing strategy.. Lovelock CMR315 Title: De-Marketing Obesity Author(s): Wansink. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. As a result. However. Sales promotions. Pricing strategy.1 billion sales Subjects: Industrial markets. Vulnerability. product innovation will weaken. and marketing's inability to document its contribution to business results. 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. 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. (4456BC) Journey: How the Meeting of Past. Gerald. you must learn to identify and engage the deep metaphors that govern the minds of consumers. Geographic Setting: Massachusetts Industry Setting: Arts administration Subjects: Arts administration. Geographic Setting: United States Industry Setting: Construction industry Company Size: Fortune 500 Gross Revenues: $3. details of other museums in the area. multimillion-dollar move into the large bulldozer market as well as the pricing of tractors. by Christopher H. Argues that by itself.. Zaltman. The research identifies eight distinct factors that contribute to marketing's waning influence--among them a worrying "short-termism. Food processing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2005 SMR176 Title: The Decline and Dispersion of Marketing Competence Author(s): Webster.H. major general merchandise retailers pursued different growth strategies with varying degrees of success. Christopher H. and Other Boundaries Affect Consumer Thinking. the corporate brand will suffer. Frank Publication Date: 02/01/1976 Revision Date: 12/31/1983 Product Type: Case (Field) Abstract: The executive director of De Cordova. Diversification. and parts. Ganesan. Marketing strategy. and Well-Being Affects Consumer Thinking. L. there has been a marked drop in the influence. Suggests four key issues facing marketing management.H. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Subjects: Department stores. Jr. but the decline of core marketing competence certainly is. Shankar Publication Date: 07/01/2005 Product Type: SMR Article Abstract: In many companies. managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes. Lovelock. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: If you want to overcome the deficit prevalent in consumer marketing and evidenced by failed product launches. and the Interplay of Elements Affect Consumer Thinking. Strategic market planning Length: 26p Supplementary Materials: Teaching Note. Today. placing the focus not on restoration of the corporate marketing function but on the rebuilding of marketing competence across the organization. there are profitable "win-win" solutions. restrictions. Machinery.

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

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

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

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

May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. 14p. Xu. Targeting. Eaton Year New: 2006 BH157 Title: Developing the Sales Force. the marketing options were limited. Marketing strategy Customer Service Department • 60 Harvard Way • Boston. Its existing customer base was aging. (2602BC) Branding: Differentiation that Customers Value. Differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop. This chapter concentrates all of these options and defines the marketer's role in each. began to explore the opportunities for repositioning Dewar's to younger adults. many of these loyalty programs have not been successful. Leo Burnett. leader in the Scotch category with a 15% market share. legal. Crittenden. (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. by Margaret L. Consumer marketing. faced a declining market among traditional consumers of distilled spirits. and the U. The issue is how to update the brand's image to attract younger consumers. Prozac. 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. and providing high perceived value and supply. Margaret L.. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. and Pitfalls.Marketing entry. it is imperative for direct selling firms to implement programs that aid in finding and keeping strong individual sellers. 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. Big World. the thoughtful marketing that went into the launch. and Development. substantially increased the number of depressed patients who had access to treatment. produced by United Distillers of the U. and Effective Resource Allocation. including product lawsuits and patent expirations. May be used with: (596094) Dewar's (C): Exploring New Media Opportunities. drinking preferences had shifted away from distilled spirits to lighter. generated by blockbuster drugs. William F. Brands. Geographic Setting: Indianapolis. revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. New Challenge. (2580BC) Market Customization: Market Segmentation. Provides a brief history of depression and the theories that led some scientists to pursue SSRIs. maintaining their motivation. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: With worldwide sales topping $85 billion. (2572BC) Competitive Analysis: Understand Your Opponents. Consistency. Beverages. and other SSRIs that followed it. Emphasizes the management difficulties. Interviews with direct selling executives have helped identify universally applicable sales force success variables: selecting the right individuals. (2564BC) Creating a Marketing Plan: An Overview.S. In addition. Self-employed individuals. implement. and lowered the cost of treating depression and other mental illnesses. (2645BC) Interactive Marketing: New Channel. Prozac quickly became the biggest selling drug in the history of the pharmaceutical industry. Klein. IN Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note. (BME6TN).K.S. Victoria L. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. (2629BC) Pricing It Right: Strategies. However.. and younger drinkers who did drink Scotch were consuming less. Describes several potential pitfalls that need to be avoided. Covers Lilly's uncertain development of Prozac. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Abstract: Dewar's. Given the growing societal. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596076 Title: Dewar's (A): Brand Repositioning in the 1990s Author(s): Silk.. With an independent sales force framework. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6.S. 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. (2610BC) The Right Customers: Acquisition. (2637BC) Integrated Marketing Communications: Creativity. Lisa R. Eli Lilly began to market Prozac. (2653BC) Marketing Across Borders: It's a Big. In early 1993.95 Year New: 2006 CMR354 Title: Developing an Effective Customer Loyalty Program Author(s): Berman. a major brand of Scotch whisky. and the company's postlaunch marketing strategies as the drug became widely used. and beer. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. Explores the history of Prozac and the factors that combined to make it the best-selling drug of all time. the scope and scale of direct selling warrants greater understanding of its chief asset: the sales representative. importer. Retention. Advertising strategy. Alvin J. market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. in cooperation with the brand's longstanding advertising agency. wine coolers.. and Positioning. and regulatory opposition to drinking in the U. Applications.. lower alcohol beverages like wine. Schieffelin and Somerset. Marketing management. developing the appropriate skills. It allowed depression to be treated by nonpsychiatrist physicians. the first available drug in a new class of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). and control an effective loyalty program. The brand manager faces the decision of planning the strategy for a repositioning or "recruitment" campaign for the brand. Mark Publication Date: 02/25/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1987. these reps 10/30/10 123 are instrumental to their firms' success and growth. Growing the Business: The Direct Selling Experience Author(s): Crittenden. Dewar's U.

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

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

Geographic Setting: Europe. by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein.. link future purchases to current transactions. Market segmentation. Subjects: Competition. It helps companies see that a product may have different salient attributes for different customer segments. 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. David E. Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter. there are still many ways to deftly raise effective prices and increase market share. follow the leader. With the hidden power of pricing. Retailing. 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. Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell. 7p. May be used with: (599046) Discovery Health (A). South Africa Length: 4p Supplementary Materials: Teaching Note. But sometimes the customers themselves do not know what is in their minds. Pricing. Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun. Samuel. David V. Matisonn. change the price effectiveness period. Marketing organization. assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. Marketing management. 7p. Industry Setting: Retail industry Subjects: Accounting procedures. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Health insurance. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits. Incentives. Marketing strategy. 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. at the item level. by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan. Market research. Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. Health insurance. (599051). Subjects: Consumer behavior. Growth strategy. Gunther McGrath. Ian C. unbundle benefits. Shaun Publication Date: 09/17/1998 Revision Date: 07/02/1999 Product Type: Case (Field) Abstract: A South African health insurance company grapples with designing a financially viable coverage solution for a new prescription drug treatment for male impotence. Middle East Industry Setting: Consumer products. (598125). Pricing policy.Marketing of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but. 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. 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. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. Pricing. Middle East Length: 17p Supplementary Materials: Teaching Note. But a better approach is to "systems engineer" a campaign. raise invisible prices. Entertainment industry. seek out segments that will tolerate higher prices). Incentives. if wielded wisely. Distribution planning. (595120). by John A.. Supermarkets Length: 27p Supplementary Materials: Teaching Note. Subjects: Marketing management. Marketing planning. shift some of the price to suppliers). which may require that each component be compromised to serve the needs of the whole. all of the variable costs associated with each item that is sold. substitute components of the price. Insurance. Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns. use discounts strategically to build relationships with desirable clients). which is resistant to across-the-board price increases. a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. offer alternative service levels and price points. Insurance. Product design. 5p. 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. South Africa Length: 16p Supplementary Materials: Teaching Note. (599051). and exploiting patterns common in other difficult markets (price against the leader. Product design. by David E. Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market. Matisonn. John A. building more subtlety into the pricing process (set prices selectively rather than across the board. 3p. International marketing. Retail industry Gross Revenues: $1.4 billion revenues Subjects: Consumer goods. Winig. Samuel. Disney Consumer Products (DCP) Customer Service Department • 60 Harvard Way • Boston. match price moves to the market. move prices in smaller increments. May be used with: (599047) Discovery Health (B). can still be a powerful tool.

5p. it must leverage the value of the product to the customer. say the authors. 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. Disney Consumer Products (DCP) debuted a broad line of "better for you" foods. V. the social marketer's job becomes harder. Customer relations. and (3) timing--when rewards are available. Social enterprise Length: 8p 127 F0611E Title: Do Customer Communities Pay Off? Author(s): Algesheimer. Disney--and by extension. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 SMR031 Title: Do Customer Loyalty Programs Really Work? Author(s): Dowling.. Uncles. Subjects: Brands. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. based on a review of behavioral loyalty research. Consumers do not buy only one brand. in quitting smoking). Mary Shelman Year New: 2006 9-508-S23 Title: Disney Consumer Products: Marketing Nutrition to Children. Robert J. The more delayed the reward. Geographic Setting: Latin America Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 585045 Title: Distribution Policy Author(s): Dolan. Spanish Version Author(s): Bell. Marketing strategy Length: 14p Year New: 2005 Customer Service Department • 60 Harvard Way • Boston. (2) a perception of value.. and consider the market conditions when planning. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Sandberg. But. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. 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. For any loyalty program to be effective. Mark Publication Date: 07/01/1997 Product Type: SMR Article Abstract: A company that initiates a customer loyalty program usually wants to retain existing customers. David E. and encourage customers to buy its other products as well. other multinationals can. Subjects: Distribution channels. 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. Therefore. Winig. through a partnership with Kroger supermarkets. Marketing management Length: 7p 96308 Title: Do Better at Doing Good Author(s): Rangan. Laura Publication Date: 12/13/2006 Product Type: LACC Case Abstract: In an effort to capture market share in the children's foods category. by David E. Dholakia. the program must have: (1) a direct or indirect effect. The authors suggest ways to design an effective program: ensure that it enhances the value proposition of the product or service. Rodriguez. Karim. especially for online businesses. in spades. the authors posit that the schemes do not fundamentally alter market structure and. Disney--and by extension. too. Rene. Loyalty. Publication Date: 09/14/1984 Revision Date: 10/30/1992 Product Type: Note Abstract: Presents some fundamental principles of channels of distribution management. through a partnership with Kroger supermarkets. 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. Paul M. Bell. In answer to a global obesity epidemic. increase market expenditures without really creating any extra brand loyalty.Marketing debuted a broad line of "better for you" foods. PepsiCo has taken a page from the same playbook. fully cost the program. ranging from fresh fruits and vegetables to frozen meals. Consumer behavior. (5-508-078). In answer to a global obesity epidemic. ranging from fresh fruits and vegetables to frozen meals. Nonprofit marketing. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. conventional marketing methods--such as those used for marketing consumer goods--can be effective. instead. Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: In spite of top-notch efforts. use IT to link and control distributors. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. 10/30/10 Nonprofit organizations. The authors present a framework to facilitate such an analysis and to help form effective marketing plans. processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space? Geographic Setting: United States Industry Setting: Entertainment industry Gross Revenues: $65 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note. Subjects: Advertising campaigns. Kasturi. When the proposed change involves a high cost. Carlos. Marketing strategy. such as cash. and employ simple technology. such as the General Motors rebate scheme that builds up savings toward a new car. Grahame R. many social-change initiatives fail. Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: New research says they do. increase the potential value of existing customers. The tenets: Turn wholesalers into distributors. maximize the buyer's motivation to purchase again. for instance. Sohel. Social marketers face their greatest challenge in cases where the cost is high and the personal benefit is intangible. maintain sales levels and profits. Sheryl K. in terms of either money or some other measure (difficulty. Customer retention. When the proposed behavior change involves little cost to the targeted community and provides a significant personal benefit. the less powerful.

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

Pink. the CEO of brand and design consulting firm Landor Associates. requires an education system that nurtures creativity. John Chuang. A central issue is whether to make a special purpose motor for this market. Publication Date: 05/01/1985 Product Type: Harvard Business Review Article Abstract: Off-price retailing's recent growth came from the demise of fairtrade laws. Product planning & policy Length: 8p F0506J Title: Don't Blame the Metrics Author(s): Clancy. he writes. which has started offshoring production to Ireland and will soon flood the market with highquality. Wrench. Industry Setting: Retail industry Subjects: Brands. Product planning & policy Length: 10p 589115 Title: Dominion Motors & Controls Ltd. low-cost metaphors. John. Geographic Setting: Canada Industry Setting: Machinery industry Gross Revenues: $54 million sales Subjects: Canada. E. It's the lowrent operation Tropes R Us. John. Machinery. an author and consultant. Market segmentation. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites.. But the head of SA. by the same author. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . no longer available. Subjects: Innovation Length: 1p Year New: 2005 85309 Title: Don't Discount Off-Price Retailers Author(s): Kaikati. Author(s): Corey. a human resource executive at PricewaterhouseCoopers. Does this move confirm Brady's fear that the U.-1980 Author(s): Shapiro. Richard. by E.S. Chuang. 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. Machinery. no longer available. Barton Brady. Richard Phelps. say consultants Kevin J. gets word that someone is now poaching in his territory. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada.S. Traditional department stores and discount chains are challenging the success of offpricers by competing. Retailing Length: 8p R0809Z Title: Don't Try This Offshore (Commentary for HBR Case Study) Author(s): Brown. Market share. Market segmentation. Benson P. writes that Brady Customer Service Department • 60 Harvard Way • Boston. It's the lowrent operation Tropes R Us. Pink. Stone. avoiding conflict. adverse economic conditions. Product lines. Kevin J. 8p. Distribution channels. and continuing consumer disenchantment with traditional retailers. Phelps. an author and consultant. Product planning & policy Length: 9p Supplementary Materials: Teaching Note. Stephen. he writes. Marketing strategy. Pricing strategy. CEO of talent consulting firm Aquent. Doing this. reduce the price on the current design. Pricing strategy. writes that Brady could rally U. Doing this. having tested several competing motor brands. finds a competitor's motor to be superior. Chuang. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Charlie Wrench. Phelps. or diversifying by starting their own similar outlets. Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. or contest the test results. which has started offshoring production to Ireland and will soon flood the market with highquality. (589119). Richard. A rewritten version of an earlier case. Franchising. Pink. Pink. by the same author. 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. gets word that someone is now poaching in his territory. 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. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada.S. Raymond Corey 580149 Title: Dominion Motors & Controls Ltd. Industrial markets. John Chuang. Stone. Wrench. Pricing strategy. finds a competitor's motor to be superior. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: Improved measurement methods show marketing is losing its magic. Competition. Daniel H. says SA should move to higher ground--to find new ways to 10/30/10 129 differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. Corey. reduce the price on the current design. Does this move confirm Brady's fear that the U.. requires an education system that nurtures creativity. But the head of SA. or contest the test results. which makes it difficult for companies to import top talent. 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. Clancy and Randy L.R. A rewritten version of an earlier case. citizens to protest the country's current immigration policy. Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. A central issue is whether to make a special purpose motor for this market. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Competition. Daniel H. Jack G.Marketing motors because a major customer. having tested several competing motor brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p R0809A Title: Don't Try This Offshore (HBR Case Study and Commentary) Author(s): Brown. This is an updated version of Dominion Motors and Controls Ltd. Machinery. strong demand for widely recognized brands. by E.. Industrial markets. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. Industrial markets. Daniel H. Daniel H. Market share. Stephen. 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. Randy L. Barton Brady. low-cost metaphors. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. argues that contrary to the prevailing view of many in the West. CEO of talent consulting firm Aquent. workers in emerging economies are equal to the demands of creative work.

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

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

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

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

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

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

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

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

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

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

Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. harvest. Curious about the misalignment between Sales and Marketing. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Strategic alternatives for declining business include leadership. believe the sales force is myopic--too focused on individual customer experiences. (270XBC) Managing Customer Acquisitions. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions." the line between the two is blurred and becoming more so. (2548BC) The Marketing Mix. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives.. Suj Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Both stumble (and organizational performance suffers) when they are out of sync. Market share. Jocz. In short.50 10/30/10 Year New: 2006 140 7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch. (2688BC) From Declining to Growing Distribution Channels. Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler. companies are learning that letting consumers participate in marketing strengthens their competitive position. High technology. Krishnaswamy. each group undervalues the other's contributions. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages. and blind to the future. (2750BC) Market Research: Listen and Learn. and quick divestment. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine.95 Customer Service Department • 60 Harvard Way • Boston. and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. Thomas. Financial services. Electronics industry. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. 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. Yet. Gary. Jacquelyn S. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. constructive engagement with consumers should be the wave of the future. Robert C. and blind to the future. In this article. In this article. in turn. Rackham. suggest service improvements. John A. Tools included here help evaluate which products provide an add-on opportunity. (267XBC) From Brand Acquisitions to Brand Rationalization. and submit new product ideas. the authors describe the four types of relationships Sales and Marketing typically exhibit. the authors describe the four types of relationships Sales and Marketing typically exhibit. Yet. Neil. but resources must be allocated carefully and may include marketing communications. They provide a diagnostic to help readers assess their companies' level of integration. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Just as political democracies are more robust and more representative when citizens engage in public affairs. 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). configure how best to market them. Neil. Rackham. Energy. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Insurance industry. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity.95 2726BC Title: Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg. believe the sales force is myopic--too focused on individual customer experiences. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6. In short. (2696BC) From Branded Bulldozers to Global Distribution Partners. Equipment. each group undervalues the other's contributions. In a democratizing marketplace. Curious about the misalignment between Sales and Marketing. and outsourcing. Marketing people. (2718BC) Managing Customer Retention. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers. (2661BC) From Market Segments to Strategic Segments. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Getz. and they offer recommendations for more closely aligning the two functions. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. Philip. and circumnavigate common pitfalls. They provide a diagnostic to help readers assess their companies' level of integration.Marketing accordance with their own needs. Industry Setting: Airline industry. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. in turn. Krishnaswamy.. Corporate strategy. Philip. database marketing tools. Both stumble (and organizational performance suffers) when they are out of sync. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. While we tend to think of companies as "producers" and consumers as "receivers. insufficiently aware of the larger market. Marketing strategy. Subjects: Competition. 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). niche. insufficiently aware of the larger market. and they offer recommendations for more closely aligning the two functions. Marketing people. 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. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales.

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

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

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

providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. May be used with Kenics Corp. and The Experience Economy is the script from which managers can begin to direct their own transformations. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. B. maturity as the service cycle peaks and product shipments continue to fall. Pricing. divides the service life cycle for its computers into four stages: rapid product sales growth. International marketing. Consumer marketing. character. II. We are on the threshold. Subjects: Brands. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Customization. Subjects: Marketing strategy. This case presents detailed qualitative data on three women and their relationships with brands. Consumer behavior. by Susan Fournier 580150 Title: Exporting from the United States. Customer relations Length: 18p Supplementary Materials: Teaching Note. 24p. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. 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. Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt. (597073). Goods and services. Subjects: Exports. (597073). by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier. product identity.Marketing List Price: $18. Product development. 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.S. say Pine and Gilmore. Susan Publication Date: 06/05/1997 Revision Date: 05/04/1998 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. of the Experience Economy. highly original. 24p. Subjects: Customer service. Awareness of these stages affects decisions on marketing factors such as pricing. A product strategy that includes some sort of plan for a timed sequence of conditional moves provides an offensive rather than a reactive move. exporter. Alternatively. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. and end of life after product sales halt and the installed base undergoes attrition. say authors Pine and Gilmore. New economy. Consumer marketing. and sales and distribution networks. Claudine B. Experiences and transformations are the basis for future economic growth. Marketing strategy. Gilmore. Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier. and consider charging for the value of the transformation that an experience offers. Marketing planning. Market analysis. Most successful products pass through certain recognizable stages. Joseph. Services Length: 272p List Price: $29.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine. but the service life cycle is not so well understood. Intended to reveal the deep connections consumers may form with brands across product categories. 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. are no longer enough.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. 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. 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. explicit theoretical development of these ideas becomes critical. Customer relations Length: 21p Supplementary Materials: Teaching 10/30/10 144 Note. From America Online to Walt Disney. transition as product shipments start to decline. Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood. The Experience Economy offers a creative. 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. New uses and new customers extend the product life cycle.. Product management. Background Note Author(s): Malone. which describes the marketing strategy of a high technology firm seeking foreign sales. Subjects: Brands. International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek. a new economic era in which all businesses must orchestrate memorable events for their customers. and timing of competitive and market events. Data General Corp. The authors urge managers to look beyond traditional pricing factors like time and cost. This case presents detailed qualitative data on three women and their relationships with brands. Subjects: Product life cycle. explicit theoretical development of these ideas becomes critical. 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. 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. more Eyeblaster Customer Service Department • 60 Harvard Way • Boston. Consumer behavior.

. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Craig E. Industrial markets. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding.. Production scheduling.. Government agencies. given conflicting estimates of capacity available. Geographic Setting: United States Industry Setting: Advertising industry. Consumer goods. Pricing. Industrial markets. Benson P. Benson P. went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. part of a much larger production system. Moriarty. and pricing incentives could be diverted to Web site publishers or even to advertisers. Each order represents different order-mix/customer situation issues. Can be used to raise the issue of the federal government regulation of advertising. Regulation Length: 20p 579081 Title: FTC vs. Young. from which the student must select one. Order processing. (504091). Market positioning. Order processing. Clothing. 23p. Jr. Rowland T. Moriarty. Rowland T. Alternatively. Moriarty. 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. Shapiro. (593006). Market entry. The student must choose a price for this order. 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. Benson P. from which the student must select one. Purchasing Length: 2p Supplementary Materials: Teaching Note. Now the customer needs to have the unit.. 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. given conflicting estimates of capacity available. Marketing strategy. more Eyeblaster sales effort. 20p. Purchasing Length: 16p 592095 Title: Fabtek (A) 10/30/10 145 Author(s): Shapiro. Each order represents different order-mix/customer situation issues. Moriarty Jr. Four orders are offered. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Pricing. repaired and is willing to pay a very high price.5 billion sales Subjects: Antitrust laws. The case forces the student to choose among the four orders. Robert F. and the requirements of each order. product improvements. Marketing strategy. Production scheduling. Purchasing Length: 16p Supplementary Materials: Supplement (Field). Geographic Setting: United States Industry Setting: Internet & online services industries. John F. product improvements. Geographic Setting: New York. Distribution planning. Geographic Setting: United States Industry Setting: Apparel industry Gross Revenues: $1. Internet & online services industries Subjects: NO SUBJECTS(KEYWORDS) Length: 27p 578166 Title: FTC and Listerine Antiseptic Author(s): Greyser. 20p. Metals. Spanish Version Author(s): Shapiro. Must be used with: (592095) Fabtek (A). Rowland T. (592096). Levi Strauss Author(s): Cady. Metals. CEO Gal Trifon has to decide whether to give the green light to entering two new markets.. A rewritten version of an earlier case. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . other business likely to come along. Pricing strategy Length: 22p 502S26 Title: Fabtek (A). by Benson P. Market research. (593006). and pricing incentives could be diverted to Web site publishers or even to advertisers. Internet. Stephen A. Rowland T. The case forces the student to choose among the four orders. by Benson P. Ethics. Publication Date: 05/13/1992 Product Type: Supplement (Field) Abstract: Presents an urgent order for repair service from an important customer who had purchased an item from a competitor. by Benson P. Teaching Note. Government agencies. Advertising industry Subjects: Advertising. and the requirements of each order. 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. Order processing. Cline. Pricing.. The item." Also contains some interesting applications of marketing research used for policy purposes. Spanish Version Author(s): Ofek. 2p.. Industry Setting: Metals Subjects: Competitive bidding. Competition. Metals. Elie Publication Date: 09/05/2003 Product Type: LACC Case Abstract: Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising.Marketing sales effort. Industrial markets. Production scheduling. other business likely to come along. Jr. A rewritten version of an earlier case. Shapiro 592096 Title: Fabtek (B) Author(s): Shapiro. which TiFab had bid on. Cline. Four orders are offered. by Elie Ofek Year New: 2006 9-508-S15 Title: Eyeblaster: Enabling the Next Generation of Online Advertising. Includes color exhibits.. Traces the history of the decision.. Should be handed out in class after discussion of the (A) case. Shapiro Customer Service Department • 60 Harvard Way • Boston. Craig E. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding. NY Industry Setting: Personal care products Company Size: large Subjects: Advertising. Pricing. Includes color exhibits. and provides a summary of the FTC's findings. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Jr. A rewritten version of an earlier supplement. and the broad social issues of "truth in advertising.. 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. and decide whether to take it. Technology Length: 24p Supplementary Materials: Teaching Note.

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

After initial heavy losses. Market definition. 15p. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. Airlines. Spanish Version Author(s): Dolan. 4p. by Christopher H. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. Dolan HKU283 Title: Fenix: Diversified Niche Marketing in the Lifestyle Business Author(s): Yim. Pricing. May be used with: (577042) Federal Express (A). (579041) Federal Express (C). it is now profitable. Industrial markets. Looks at the journeys of two entrepreneurs who started out with a tiny garment trading company and. Communication strategy. Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. May be used with: (577042) Federal Express (A). Robert J. Market segmentation. The diversity stems from the management's multiniche marketing strategy. Christopher H." an overnight document delivery service with presently limited sales. Marketing strategy. Christopher H. 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. Networks. Bennett. Services Length: 18p Supplementary Materials: Teaching Note. Ronald T. Personal selling. First he must decide on the relative emphasis to place between advertising and personal selling. Personal selling. a fast growing freight airline specializing in small packages. Publication Date: 05/20/2003 Product Type: Case (Field) Abstract: This case presents an application of conjoint analysis in a financial services setting. then he must formulate specific plans to reach the new sales target within six months. 10p. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak. Retailing. Air freight service. (585105). then he must formulate specific plans to reach the new sales target within six months. Wong. It is best used in a course on marketing research. Emphasizes product line policy and market analysis. Air freight service. expanded into a multinational network of manufacturing and retailing with $230 million annual turnover. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. Industry Setting: Retail industry Subjects: Manufacturing. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. he needs to determine a new pricing structure for the fund. (581021). To do this. Industrial markets. Competitive bidding. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. and provide data on print and broadcast advertising costs and audiences. 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. Christopher H. by Bennett Yim. (HKU284). Lovelock 503S52 Title: Federated Industries (A). Spanish Version Author(s): Lovelock. Services Length: 20p 579041 Title: Federal Express (C) Author(s): Lovelock. Air freight service. Market signaling. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: Case (Field) Abstract: The Marketing Director for Federal Express. Competitive bidding. 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. Robert J. Market definition. Market segmentation. Personal selling. and provide data on print and broadcast advertising costs and audiences. The case presents students with the results from a realworld conjoint analysis and requires Customer Service Department • 60 Harvard Way • Boston. 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. Product lines Length: 14p Supplementary Materials: Teaching Note. Product planning & policy Length: 14p 585104 Title: Federated Industries (A) Author(s): Dolan.Marketing Author(s): Lovelock. must select a strategy to achieve a big sales increase for one of the company's services. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. 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. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: LACC Case Abstract: The Marketing Director for Federal Express. (581020). Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. 10p. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Pricing. Market definition. Market segmentation. by Robert J. Monica Wong Year New: 2004 UV0323 Title: Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund Author(s): Wilcox. must select a strategy to achieve a big sales increase for one of the company's services. a fast growing freight airline specializing in small packages. 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. (579040) Federal Express (B). Product planning & policy Length: 13p Supplementary Materials: Teaching Note. Strategy implementation Length: 8p Supplementary Materials: Teaching Note. Lovelock 504S22 Title: Federal Express (C). Market signaling. Communication strategy. First he must decide on the relative emphasis to place between advertising and personal selling. in the span of 30 years. Communication strategy. by Christopher H.

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

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

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

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

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

customer selection. Focuses on the elements of the marketing mix and the impact of the legal system on marketing decisions. is planning his 1978-79 communications strategy for Fevertest. looking across products allows one to pick up on things that get lost in discussing a single product. Geographic Setting: Quebec Industry Setting: Chemical industry Company Size: mid-size Subjects: Advertising. in particular. Russell S. when applied to the forehead. marketing manager for over-the-counter products at the drug company of Frank W. Product introduction. Author(s): Quelch. a problem is that CRM means different things to different people. 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. Consumer marketing. Here are the four steps to creating one: 1) define the market. Just going through this process can help managers better understand the real world in which they operate. and new metrics necessary for evaluating the CRM effort. Nimble marketing minds have learned how to glean insight into customer behavior despite the inherent unpredictability. It requires keen powers of observation. relationship marketing. Canada. Market analysis. Described by McLoughlin as "our first real consumer-type promotion. Forecasting. analysis of the database. Electronic commerce. Horner Ltd. it's helpful to compare and contrast diffusion across these products. Horner Ltd. privacy issues. Publication Date: 02/22/1984 Product Type: Note Abstract: Provides a basis for discussing legal aspects of marketing strategy in an MBA-level marketing strategy course. Some companies--and even whole industries-have learned the hard way that a product's historical demand curve doesn't necessarily predict future demand. as well as a Zen-like watchfulness. 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. Geographic Setting: United States Industry Setting: Industrial goods Customer Service Department • 60 Harvard Way • Boston. Publication Date: 01/01/1981 Revision Date: 01/10/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Mr." Fevertest consisted of a thin plastic strip which. an approach that had not been used during the initial promotional campaign. John F. By creating an electronic bidding platform. 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. This article develops a comprehensive CRM model incorporating seven phases: database creation. Although one can speculate on the scope and rate of diffusion for each of these products independently. the company has been able to cut down procurement costs by about 15%. of Montreal. indicated whether or not an individual had a fever. Models. Market segmentation Length: 7p U9809B Title: The Fourfold Path to Figuring Out What Your Customers Really Want Author(s): Billington. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . V.50 CMR209 Title: A Framework for Customer Relationship Management Author(s): Winer. Economic analysis. 12p. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. However. Demand analysis. the intent to purchase does not translate into an actual purchase. Marketing mixes. Market research Length: 3p List Price: $4. The web allows companies to build better relationships with customers than has been previously possible in the offline world. Spanish Version Author(s): Rangan. Internet. the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. Public policy Length: 28p 81A007 Title: Frank W. Marketing strategy. Pharmaceuticals Length: 21p 502S16 Title: FreeMarkets OnLine. Focuses on four innovative products from different domains. The case question concerns how this company should now go to scale. F. World Wide Web 10/30/10 Length: 18p 153 584083 Title: Framework for Focusing on Legal Aspects of Marketing Author(s): Cady. 2) divide total industry demand into segments. 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. making one product a star and another a dog. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 88401 Title: Four Steps to Forecast Total Market Demand Author(s): Barnett. 3) find out what drives demand in each segment and project how those drivers might change. Peter McLoughlin. and 4) assess the risks to the forecast and decide which assumptions are most critical to success. and a nuanced appreciation for the various contexts in which customers may use products. Why are customers so difficult to figure out? Is market research no more reliable than reading tea leaves? Not exactly. McLoughlin wondered whether he could improve sales by investing in television advertising. Importantly. Subjects: Corporate strategy. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: The essence of the information technology revolution and. (504043). Subjects: Consumer behavior. John T. deep listening. Innovation. An accurate total market demand forecast can yield clues about future product performance. Also discusses the implications of CRM for future marketing organizations. Information technology. But current research suggests what many managers have long known: all too often. Subjects: Legal aspects of business. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion.Marketing Subjects: Demand analysis. customer targeting. Marketing information systems. Subjects: Customer relations. John A. Industry analysis. Technology Length: 9p Supplementary Materials: Teaching Note. Marketing management. Gourville 506050 Title: Four Products: Predicting Diffusion (2006) Author(s): Gourville. Market research. by John T.

Marketing strategy. Marketing mixes. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. 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. The (A) case may be used alone as an inquiry into marketing excellence. a unit of L. 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. First-year sales were far below plan. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. Industry analysis. ME Industry Setting: Catalog industry. The revenue implications of increased customer satisfaction are also raised. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. Industrial goods. Overviews the snack industry. Will the introduction of highquality. or it may be taught as the first case in the Frito-Lay series (C) and (D). proposes extension of a Friendly Ice Cream Corp. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Marketing strategy.S. by V. Friona has established relationships up and down the beef production chain to provide high-quality. (502087).. Friona is partnering with Cargill. Fast food industry. executive vice president. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations.L. Marketing strategy. 10/30/10 154 Advertising media. The ad campaign had been used in new Friendly markets successfully and Porter-Shirley was suggesting it be extended to Friendly's oldest and bestestablished market. Geographic Setting: Freeport.'s advertising campaign. by Rajiv Lal 375397 Title: Fried Chicken in Japan Author(s): Tsurumi Y Publication Date: 06/23/1975 Revision Date: 10/17/1975 Product Type: Case (Library) Abstract: Kentucky Fried Chicken is brought to Japan by Mitsubishi Corp. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. and team marketing and fan-building in general. Japan. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. the leading U. Electronic commerce. founded in 1998 to sell women's clothing by catalog. Rajiv. Customer relations. Retailing Length: 27p Supplementary Materials: Teaching Note. V. within the framework of team economics. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg. 9p. 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. By creating an electronic bidding platform. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. Includes color exhibits. cattle feedlot operator. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. (A) Author(s): Bonoma. Knoop. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. the company has been able to cut down procurement costs by about 15%. Shelman.3 billion sales Subjects: Food. (FLI) excel at marketing. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal. International marketing. In 2005. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. 9p. Direct marketing. James B. Industrial markets. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. TX Industry Setting: Snack food industry Gross Revenues: $1. beef industry. Management philosophy. Electronic commerce. 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. Chuck Porter-Shirley. the ballpark's character. (599130). FLI's position in it. Industrial goods. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. Fast food industry. New England. Inc. a leading U. and the company's market methods. consistently tender beef that consumer's value. meatpacker. Thomas V.S. The case question concerns how this company should now go to scale. Bean. Inc. Growth strategy.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. Mary.S. Ray A. has a history of leadership in the highly fragmented and often contentious U. Weber. Public relations. Market research. Service management. Purchasing Length: 20p Supplementary Materials: Teaching Note. Industrial markets.: Advertising Strategy for New England Author(s): Buzzell. 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. Geographic Setting: Dallas.S. Stephen A. Consumer marketing. Robert D.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis. and projected profits did not materialize. Retail industry Number of Employees: 4. Concludes with a day in the truck with an FLI driver-salesperson.

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

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

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

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

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

CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. 10/30/10 160 Geographic Setting: Portland. Geographic Setting: Italy. Advertising campaigns. Chang. a producer and marketer of veggie burgers and meat alternative products. Clothing. Robert F. Marketing strategy. Publication Date: 01/04/1977 Revision Date: 11/17/1982 Product Type: Case (Field) Abstract: A national branded apparel manufacturer is concerned over the allocation of its total promotion budget between national media advertising and trade promotion. Walter J. Clothing.. and margins. OR Industry Setting: Consumer products. Brand management. Brands. Lyle Hubbard. Retailing. Bell M305A Title: Gardenburger Advertising Strategy (A) Author(s): Grier. Inc. Food & beverage industries. products. Advertising campaigns. and creating broad consumer awareness and trial.5 billion revenues Subjects: Advertising. Geographic Setting: New York. Stephen A. CEO of Gardenburger.: Building a Brand Author(s): Salmon. Frozen food industry Number of Employees: 70 Subjects: Advertising. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997.: Building a Brand. which until then had consisted mainly of print ads in food service trade publications. When Hubbard arrived at Gardenburger.. Sonya. Brand management. Business history. Retailing Length: 34p 593043 Title: The Gap. in-store sampling. 7p. Lyle Hubbard. John Publication Date: 02/01/2006 Customer Service Department • 60 Harvard Way • Boston. He believed that key to achieving this strategy was establishing national distribution in the largest channel. Inc. in-store sampling. NY Industry Setting: Apparel industry Company Size: small Gross Revenues: $27 million sales Subjects: Advertising. innovating with flavor variety (but generally focusing on the veggie patty vs. Argentina. (594040). had called together his executive team to discuss Gardenburger's advertising strategy. trade shows. Advertising media. Advertising strategy. Marketing strategy Length: 21p Year New: 2004 M305B Title: Gardenburger Advertising Strategy (B) Author(s): Grier. Growth strategy. Food industry Subjects: Advertising. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). had called together his executive team to discuss Gardenburger's advertising strategy. He believed that key to achieving this strategy was establishing national distribution in the largest channel. Argentina. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). Business history. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997. Geographic Setting: San Francisco. Wylie. Poland Industry Setting: Agribusiness Subjects: Agribusiness. CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. Brands. Explores the differences and similarities between the countries in terms of consumers. off-invoice promotions with distributors. A specific decision must be made regarding cooperative advertising dollars. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. May be used with: (M305A) Gardenburger Advertising Strategy (A). Geographic Setting: Italy. Industry Setting: Advertising industry. and radio advertising.5 billion revenues Subjects: Advertising. Product lines Length: 31p Supplementary Materials: Teaching Note. Laidler. by John A. Quelch 577088 Title: Gant Shirtmakers Author(s): Greyser. Advertising media. Spanish Version Author(s): Salmon. 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. 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. Food. (594096). Poland Industry Setting: Agribusiness Subjects: Agribusiness. John A. CEO of Gardenburger. Wylie. Clothing. Chang. Food. Walter J. A secondary issue is the use of the Gant brand name to merchandise boys' wear and a new line of ladies' sportswear. Brands. Entrepreneurship. 8p. expanding into other meat alternatives). he had wanted to create a rapidly growing. Sonya. and creating broad consumer awareness and trial. Product lines Length: 34p 593018 Title: Gallo Rice Author(s): Quelch. trade shows.. Consumer goods. Advertising strategy. Retailing Length: 34p Supplementary Materials: Teaching Note. which until then had consisted mainly of print ads in food service trade publications. innovating with flavor variety (but generally focusing on the veggie patty vs. a producer and marketer of veggie burgers and meat alternative products. by David E. competition. May be used with: (M305B) Gardenburger Advertising Strategy (B). International marketing. Consumer products. Entrepreneurship. and radio advertising. expanding into other meat alternatives). 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. When Hubbard arrived at Gardenburger. Sales promotions Length: 28p 503S42 Title: The Gap. Video (DVD) Author(s): Deighton. Consumer goods. Geographic Setting: San Francisco. Argentina. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and Poland. he had wanted to create a rapidly growing. International marketing. Young.Marketing Purpose: Analysis of three different markets and transferability from different geographic markets of marketing mix variables. off-invoice promotions with distributors. Marketing strategy Length: 26p Year New: 2004 506709 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards.. Growth strategy.

Robert F. In implementing changes to GenRad's product strategy. Inc.S. As GenRad's key customers. Bandiera. High technology products. Market segmentation. by John R. their demand for PCB test equipment had stagnated. trade and company margins. Carty. Kennedy 592045 Title: GenRad. Publication Date: 06/30/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Carole Prest. Distribution. Carty. Video (VHS) Author(s): Deighton.. Kasturi Rangan 593005 Title: GenRad. Direct entrants reduce or avoid barriers by taking one of two strategic approaches: 1) reducing barriers by employing the same competitive strategy as incumbents. Marketing planning. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. 2) product differentiation.--1990 (B): The VXIbus Standard. pack-sizes.--1990 (A): At a Crossroads in Electronic Test Author(s): Shapiro. John R. PCB testing requirements had become more complex at a time when customers were seeking lower-cost testing solutions. Product management Length: 7p 87A001 Title: Gatorade Author(s): Kennedy. CEO of GenRad.. Stephen A. He must develop a complete marketing and financial proposal. Raphael R. electronic manufacturers. 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.--1990 (A): At a Crossroads in Electronic Test. Benson P. DVD Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. Moreover. Raphael R. Anderson must work within the context of organizational structure.Marketing Product Type: Case Video. Strategic market planning. new business development officer for Quaker Oats Canada Ltd. 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. The entrant faces six major classes of barriers: 1) economies of scale. Canada. (887A01). Inc. Publication Date: 10/23/1991 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Bob Anderson. Geographic Setting: Concord. Market definition.S. Marketing strategy. Geographic Setting: Ontario Industry Setting: Beverage industry Company Size: large Subjects: Beverages. as a result. pack-types. 10p. flavors. John Publication Date: 02/01/2006 Product Type: Case Video Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. George S. has been asked to develop a proposal for the possible introduction of Gatorade into Canada in 1986. MA Industry Setting: Electronic test & measurement Company Size: mid-size 10/30/10 161 Number of Employees: 1.e. Inc. and 6) incumbent reaction. Industrial markets.. Must be used with: (502011) Harrah's Entertainment. Implementation. This case focuses on decisions regarding channels. 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. Implementation. must decide between two radically different product development plans to offer products that incorporate a new industry standard instrumentation bus. 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 -. due to advances in integrated circuit (i. 3) absolute cost. U. Must be used with: (502011) Harrah's Entertainment. by V. faced tough times in their own markets. must lead his team in rethinking GenRad's product strategy to respond to massive change in the printed circuit board (PCB) test equipment industry. Industrial markets. and forecast cash flows..9 million 1989 revenues Subjects: Competition. Another important issue in approaching the decision is a definition of the market opportunity. Strategy formulation Length: 27p 581095 Title: General Electric Co. and culture that reflect a strong technology orientation. 13p. Their particular focus is on the relative roles of national advertising and dealer co-op Customer Service Department • 60 Harvard Way • Boston. forecast market outcomes. IC or "chip") design. May be used with: (592045) GenRad.: Appliance Division Advertising Author(s): Greyser. Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: A study of 793 U. retail pricing. Benson P. 5) capital requirement. Geographic Setting: Concord. Director of Strategic Marketing and Business Development. 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. Marketing management. Subjects: Market share. MA Industry Setting: Electronic test & measurement Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Competition.. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min List Price: $150.00 Year New: 2006 82512 Title: Gateways to Entry Author(s): Yip.is more of an opportunity or threat to GenRad's core business of proprietary PCB automatic test equipment (ATE) systems. Inc. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. Strategic market planning. or 2) avoiding barriers by using a different strategy altogether.--1990 (B): The VXIbus Standard Author(s): Shapiro. 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. Marketing strategy. Young.869 Gross Revenues: $188. 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. systems. Market segmentation. Strategy formulation Length: 29p Supplementary Materials: Teaching Note. Inc. (595067). Competition among industry players. High technology products. 4) access to distribution.

13p. Collins NA Publication Date: 03/04/1985 Revision Date: 09/24/1986 Product Type: Case (Field) Abstract: The manager of GE's Major Appliance Business Group's dishwasher marketing department is evaluating a proposed $28 million investment to overhaul GE's dishwasher plant. Consumer marketing. Publication Date: 06/14/1982 Revision Date: 05/21/1984 Product Type: Supplement (Note) Abstract: Basis for the development of product market alternatives for the housewares and audio business of the General Electric Corp. John F. Consumer marketing.: Clock and Timer Market Strategy Author(s): Cady. John A. Manufacturing.Marketing advertising. Must be used with: (582031) General Electric Co. (585009). Cynthia A. Consumer marketing. Multinational corporations. Quelch. The proposal includes a change from steel to plastic tub material.: Component Motor Operation. Appliances. (586161). Distribution Channels for Consumer Aftermarket Motors Author(s): Corey. Raymond. Strategic market planning Length: 16p Supplementary Materials: Supplement (Note).: Clock and Timer Market Strategy. Currently GE is the market leader. At the time of the case. Human resources management.. the executives are reviewing a new merchandising program for the coop.. should be taken in view of heightened competition in the FHP consumer aftermarket and the declining market share positions of the three master distributors. by John F. a $28 million investment to overhaul GE's Louisville dishwasher assembly plant. Cady 587157 Title: General Electric Co. Marketing planning. Raymond Corey 585053 Title: General Electric Co. Bates 10/30/10 162 585054 Title: General Electric Co. John E. if any. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. A videotape (9-885-518) is available for use with this case. by John A. Sales promotions Length: 17p 582031 Title: General Electric Co. Marketing management. 35p. (588008). Cady. 27p. John A. Marketing management.P. Distribution. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . IN Company Size: Fortune 500 Subjects: Competition.