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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Provides a "product space" map as of September 1978. Industry Setting: Aircraft industry Subjects: Aircraft. Benson P. Shapiro 581118 Title: Airframe Industry (B): Spring 1978 Author(s): Shapiro. 07/02/11 Industrial markets. Product positioning Length: 2p 581124 Title: Airframe Industry (H): December 1980 Author(s): Shapiro. Benson P. Industry Setting: Aircraft industry Subjects: Aircraft. Competition. Product positioning Length: 1p 581123 Title: Airframe Industry (G): December 1979 Author(s): Shapiro. Marketing strategy. Industrial markets. Competition. Industry Setting: Aircraft industry Subjects: Aircraft. Multinational corporations. Product planning & policy. Competition. International marketing. Competition. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industry Setting: Aircraft industry Subjects: Aircraft. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Multinational corporations. Industry Setting: Aircraft industry Subjects: Aircraft. Competition. Industry Setting: Aircraft industry Subjects: Aircraft. 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.. Benson P. Industrial markets. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft. Product positioning Length: 3p 10 582012 Title: Airframe Industry (L): Cumulative Aircraft Sales Author(s): Shapiro... Competition. Product planning & policy. International marketing. Multinational corporations. Benson P.. Provides a "product space" map as of September 1980. Multinational corporations. Benson P.Marketing (582116).. Product positioning Length: 2p 581119 Title: Airframe Industry (C): Summer 1978 Author(s): Shapiro. Must be used with: (579057) Airframe Industry (A). Product positioning Length: 2p 581126 Title: Airframe Industry (J): December 1980 Author(s): Shapiro.. Competition. Product positioning Length: 2p 581125 Title: Airframe Industry (I): December 1980 Author(s): Shapiro. Multinational corporations. Product planning & policy. Benson P. Benson P. International marketing. Industry analysis. Product positioning Length: 2p 581121 Title: Airframe Industry (E): Fall 1979 Author(s): Shapiro. Marketing strategy. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Competition. Product positioning Length: 1p 582116 Title: Airframe Industry (O): December 1981 Author(s): Shapiro. 1p. Industrial markets. Multinational corporations. Product positioning Length: 2p 581122 Title: Airframe Industry (F): Fall 1979 Author(s): Shapiro. The purpose of the series is to explore competitive evolution and its relationship to product policy. Product positioning Length: 1p 582014 Title: Airframe Industry (N): Aircraft Profiles (as of September 1980) Author(s): Shapiro. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. International marketing. Industry analysis. Industry Setting: Aircraft industry Subjects: Aircraft. Industry Setting: Aircraft industry Subjects: Aircraft. Provides cumulative sales through 1980 for the major competitors. Benson P. Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of Customer Service Department • 60 Harvard Way • Boston. Competition. by Benson P. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Competition... Industry Setting: Aircraft industry Subjects: Aircraft. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy.. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. International marketing. Benson P. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Presents the second in a series on the airframe industry. Multinational corporations. Benson P. Product positioning Length: 2p 582013 Title: Airframe Industry (M): Aircraft Profiles (as of September 1978) Author(s): Shapiro. International marketing. Multinational corporations. Benson P. Industrial markets. Industrial markets. International marketing. Marketing strategy. Industry Setting: Aircraft industry Subjects: Aircraft. Industrial markets.. International marketing. Industrial markets. Industry analysis. Benson P. Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy..

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

The student is asked to prepare Alfa-Laval's stand in the negotiations. 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. Sjoman. Negotiations Length: 3p 9-183-9C Title: All Customers are not Created Equal. Geographic Setting: Sweden. 11p. by Youngme Moon.A. Italy. by Youngme Moon. Consumer goods. the case introduces the artistic side of Alessi. Product development. Distribution channels. Consumer marketing. Family owned businesses. Italy Industry Setting: Consumer products Subjects: Brands. is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. Anders Sjoman. Sjoman. by Youngme Moon Year New: 2004 07/02/11 12 578198 Title: Alfa-Laval: Farm Equipment Division (A) Author(s): Wiechmann. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Includes color exhibits. Color Case. He applies this model to the donation behavior of university alumni. by Youngme Moon Year New: 2004 504020 Title: Alessi: Evolution of an Italian Design Factory (C) Author(s): Moon. Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands. Machinery. FSS Author(s): Lattin. Vincent Dessain. 11p. In 1974. 3p. and Alfa-Laval's competitors. (504020). Youngme. 9p. Italy Industry Setting: Consumer products Subjects: Brands. Product development. the case examines consumer marketing and distribution in general. Consumer marketing. Distribution channels. Geographic Setting: Sweden. Europe. (504019). Sales strategy Length: 9p Supplementary Materials: Teaching Note.. Product development. Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industry analysis. Dessain. Alessandro Mendini. Vincent. Publication Date: 05/01/1978 Product Type: Case (Field) Abstract: Reveals the outcome of the final negotiations between Alfa-Laval and the Polish FTO. Marketing management. Sjoman. The student is asked to evaluate the new situation in light of two years' experience and change. Vincent.. Italy. Ulrich E. the FTO is interested in another licensing agreement for a more advanced product line. Family owned businesses. Negotiations Length: 11p 578199 Title: Alfa-Laval: Farm Equipment Division (B) Author(s): Wiechmann. Vincent Dessain. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. by Youngme Moon Year New: 2004 504019 Title: Alessi: Evolution of an Italian Design Factory (B) Author(s): Moon. (506057). Sales strategy Length: 3p Supplementary Materials: Teaching Note. Multinational corporations. Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Abstract: Alessio Alessi. Italy. By discussing Mendini's role as art director. Youngme. an internationally acclaimed design and manufacturing company of household objects for the table and kitchen. Sales strategy Length: 15p Supplementary Materials: Supplement (Field). Design management. Youngme. Europe. (506057). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer marketing. Geographic Setting: Europe. Product development. Distribution channels. Design management. Sjoman. (504022). Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industrial markets. Marketing management. Distribution channels.p. 11p. 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. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Lattin presents his model for revealing the hidden dynamics of customer relationships over time. Includes color exhibits. the FTO. Machinery. Consumer goods. Sales strategy Length: 6p Supplementary Materials: Teaching Note. Anders Sjoman. International trade. Carlson 504018 Title: Alessi: Evolution of an Italian Design Factory (A) Author(s): Moon. Multinational corporations. Italy. Family owned businesses. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). 6p. Teaching Note. Karen A. as applied in the niche market of highly designed household goods for an Italian design factory. Youngme. and reflects on the implications for marketing practice in Customer Service Department • 60 Harvard Way • Boston. Vincent. describes a logic for allocating marketing dollars across unequal customers. worldrenowned architect and designer. Anders Sjoman. Ulrich E. Creativity. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Abstract: Since the 1970s. where design ambitions need to be balanced with business considerations. Design management. Supplement (Field). Dessain. has acted as adviser and counselor to Alessi. (506057). Consumer marketing. Europe. Dessain. (506057). Dessain. Design management. Geographic Setting: Europe. Consumer goods. Consumer goods. Family owned businesses. by Youngme Moon. Gillespie. 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. Professor James M. Vincent. 11p. Europe. International trade. By describing the challenges facing Alessi. the Italian household goods design factory. Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Vincent Dessain.Marketing Bonoma. head of distribution at family-run Alessi S. by Youngme Moon Year New: 2004 504022 Title: Alessi: Evolution of an Italian Design Factory (D) Author(s): Moon. James M. Considers the interests of Alfa-Laval.

Internet. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous. Management must frame a response. Sales strategy Length: 2p 585159 Title: Allied Van Lines. Internet. Stephen A. Frank V. IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns. guiding the customer through a transaction..naturally Author(s): Bell. Argues that the U. 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. Information services. 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. David Y. David E. and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. (501043). Geographic Setting: New York. The overarching theme is that technology is only a tool. with the Internet. 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. Distribution planning.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi. Sales promotions Length: 23p Supplementary Materials: Teaching Note. but from a series of interesting historical processes and events.com: Marketing to Generation Y Author(s): Deighton. reaching customers through participation in an organization of electronic communities. including foods and beverages.. by John Deighton 508033 Title: Alltech. Geographic Setting: Chicago. Marketing strategy Length: 2p List Price: $4. and the coordinator or architect. as well as determining the advertising budget. switching costs. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels. 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. Subjects: Electronic commerce. Martin H. McWilliams.S. Author(s): Cespedes. Inc. market-clearing equilibrium. Stack. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies. John. Caroline M. Extensive consumer research provides a basis for formulating creative and media decisions. direct access to individual customers for business. tailoring a product to the individual consumer. Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy. Shelman. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.. and lock-in have been employed principally in studies discussing technology standards. 10p. Electronic commerce.. by Frank V. As a result. the real pay dirt here is the customer. Entrepreneurship. Industry Setting: Information services Subjects: Customer relations. 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. there are two potentially enduring truths: 1) the Internet allows unprecedented.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Air freight service.. Marketing implementation. the community participant. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign.Marketing general.. (588076). Cespedes 500048 Title: Alloy. and 2) the key to making money on the Internet is to focus on customer relationships. Hattemer. Now. Mary Publication Date: 12/12/2007 Customer Service Department • 60 Harvard Way • Boston. 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. Wilson. Electronic commerce. Consumer marketing. Market structure. Marketing management Length: 14p Supplementary Materials: Teaching Note. Paul F. Market research.com retails clothing to teens by catalog. Kambil. most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing. Diane. Ellen R. these ideas may be usefully extended to consumer branded products. Internet. Trucking Length: 44p 586046 Title: Alloy Rods Corp. exploiting technology to bring together different businesses and services to meet customer needs. Marketing management. the customizer. bland-tasting beer may have been largely derived not from an efficient. not on technology for technology's sake. and a prime focus of the battle will be among distributors. Henderson. Although the concepts of path dependency. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. Publication Date: 04/29/1986 Revision Date: 05/31/1989 07/02/11 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. NY Industry Setting: Apparel industry. a single site can offer many different transaction methods. There are four possible roles that a company can take to create a one-on-one relationship with its customers online: the guide (the salesperson as consultant). 12p. Author(s): Greyser. Advertising media. Alloy uses a Web site to convert prospects and build community. Industrial markets.

Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. 9p. Matrix organization. John A. Marketing planning. Leadership. 9p. The second system is much less expensive to run (due to computer fees). centralized decision making. Clarke. (591121). partnering with animal producers. Sales organization Length: 3p Supplementary Materials: Teaching Note. Lyons and Alltech's directors must choose between three different options for Sel-Plex. 582086 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System. Customer relations. Benson P. but is less "user friendly. Product lines Length: 5p Supplementary Materials: Teaching Note. (582086). Information systems. and what form of technical service. Must be used with: (IMD053) Alto Chemicals Europe (A). and pan-European optimization. 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.International Institute for Management Development Abstract: Supplements the (A) case. new segmentation. Management of change. Addendum Author(s): Clarke. Services Length: 3p 581149 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System Author(s): Clarke. or marketing Sel-Plex directly to consumers in tablet form. (IMD056). by Kamran Kashani NEW IMD054 Title: Alto Chemicals Europe (B) Author(s): Kashani. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. more costly products. which include continuing with the current strategy. Must be used with: (581149) Amalgamated Foods: Implementation of a Marketing Customer Service Department • 60 Harvard Way • Boston. Food. Implementation. 3p. Management of change. Shapiro. Marketing planning. Fabricated metals Company Size: large Subjects: Customer relations. The primary issue is pricing. The R&D and sales departments are attempting to decide how much technical service to provide to competing customers. Marketing planning. A 1993 ECCH award winner. Implementation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . a proprietary Alltech product. Marketing planning Length: 19p Supplementary Materials: Supplement (Note). Interdepartmental relations. Sales organization Length: 13p Supplementary Materials: Supplement (Field)." 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. by Kamran Kashani NEW 589035 Title: Amalgamated Aluminum Alloy Division Author(s): Shapiro. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD . Leadership. Sales organization Length: 3p Supplementary Materials: Teaching Note. Although numerous branded selenium-enriched products were being sold in supermarkets around the world. and product liability are among the issues raised. and strong branding. creative marketing. This is a revised version of an earlier case.. (IMD056).International Institute for Management Development Abstract: Supplements the (A) case. by Kamran Kashani. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals. 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. Developed to provide some industry background. Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . by Darrel G. Customer service. Matrix organization. There are important ethical overtones to the case. (IMD055). Supplement (Field). Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD . Customer confidentiality. by Kamran Kashani NEW IMD055 Title: Alto Chemicals Europe (C) Author(s): Kashani. N. Implementation. Industrial markets. Leadership. The changes in the strategy aim for: margin improvement. Geographic Setting: United States Industry Setting: Aluminum industry. international support. the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe. 13p. New product marketing. Research & development. by Benson P. 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. Marketing strategy. Matrix organization. Marketing strategy. Marketing strategy. had shown important health benefits for animals and humans. in particular "customer oriented" pricing.International Institute for Management Development Abstract: Describes the revised marketing strategy for a commodity chemical and the resulting salesforce opposition that confronts a new marketing manager.. 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. Management of change. (IMD054). Benson P. The product is patented and comparable to earlier. Quelch. Ethics. (IMD056). Pricing.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. 4p. 3p. 9p. Sales strategy. Must be used with: (IMD053) Alto Chemicals Europe (A). Darrel G. Sel-Plex. Craig Smith 07/02/11 14 588078 Title: Amalgamated Aluminum Pigments Division: The Technical Service Conundrum Author(s): Shapiro. Darrel G. Teaching Note. Publication Date: 06/29/1988 Revision Date: 02/28/1989 Product Type: Case (Gen Exp) Abstract: Raises important issues about customer technical service. by Kamran Kashani.

and coach) product. Demand analysis. American Airlines launched "Value Pricing" -. TX Industry Setting: Aviation industry Company Size: large Gross Revenues: $11 billion revenues Subjects: Airlines. Wiersema.. Product planning & policy Length: 19p Supplementary Materials: Teaching Note.000 Gross Revenues: $12. Michael 594001 Title: American Airlines' Value Pricing (A) Author(s): Silk. Steven C. freqentflyer upgrade policies. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole.a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. Market segmentation. TX. Competition. Spanish Version Author(s): Silk. Consumer marketing.. Geographic Setting: Dallas.a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U. Market segmentation. (595037). the largest airline in the United States. 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. Buzzell 504S16 Title: American Airlines' Value Pricing (A). Silk. Michael. domestic airline industry. (594019). Inc. More important. Market segmentation. Subjects: Airlines.S. Demand analysis. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 18p. Growth strategy. Publication Date: 06/25/1999 Revision Date: 08/10/2004 Customer Service Department • 60 Harvard Way • Boston. Pricing strategy Length: 4p 15 595037 Title: American Airlines' Value Pricing (C) Author(s): Silk. by Alvin J. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances. Fort Worth. 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. Elizabeth E. (594025). Silk. (507S12). Information systems. Marketing management. Jamie Harper BESTSELLER 507S12 Title: American Airlines' Value Pricing (B). Frederik D. Anirudh Publication Date: 10/13/1992 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: American Airlines. Food..S. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: Case (Library) Abstract: In April 1992. Steven C. Pricing. Alvin J.: Proposal for a Three-Class Transcon Service Author(s): Dhebar. Steven C.. Pricing. Michael. Marketing planning Length: 4p 579182 Title: Amana Microwave Ovens Author(s): Buzzell.. and demand stimulation (for domestic business-class travel). it would be inconsistent with the rest of the domestic product. Competition. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. Competition. by Anirudh Dhebar 599109 Title: The American Basketball League: The Last Chapter Author(s): Greyser. Steven C. and is motivated by considerations of competition. Pricing. 4p. Must be used with: (594001) American Airlines' Value Pricing (A). Michael. While the new product would be consistent with American's international product. American Airlines launched "Value Pricing" -. Harper. Competition. Stephen A. 4p. Demand analysis. by Robert D. 8p. Inc. Subjects: Airlines. 07/02/11 Market segmentation. Smyth. Consumer marketing. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. 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. May be used with: (579185) Note on the Microwave Oven Industry. everyday-low-pricing structure. Consumer goods. Alvin J. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: LACC Case Abstract: In April 1992. Pricing strategy Length: 8p 593042 Title: American Airlines. Jamie Publication Date: 10/11/1994 Product Type: Supplement (Library) Abstract: Designed as a follow-up to American Airlines' Value Pricing (A). Product design. Industry Setting: Food industry Subjects: Computer systems. 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. Spanish Version. Consumer marketing.. is considering a proposal to enhance its flagship New York JFK . Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 594019 Title: American Airlines' Value Pricing (B) Author(s): Silk. Pricing strategy Length: 24p Supplementary Materials: Supplement (Library). Must be used with: (594001) American Airlines' Value Pricing (A). Robert D. Spanish Version Author(s): Silk. The proposal was originated by the marketing group. Alvin J. Consumer marketing. Must be used with: (504S16) American Airlines' Value Pricing (A). Pricing. Pricing strategy Length: 25p Supplementary Materials: LACC Supplement. Pricing.9 billion revenues Subjects: Airlines..Marketing Decision Support System.Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first. Product lines. (585126). Michael. by Alvin J. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Competition. Alvin J. Publication Date: 07/28/1993 Product Type: LACC Supplement Abstract: Supplements the (A) case. Supplement (Library).000 Gross Revenues: $12.9 billion revenues Subjects: Airlines. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116. business. Alvin J. Silk. product consistency. 5p. Demand analysis. by Alvin J. domestic airline industry. Steven C.

Marketing Product Type: Case (Library) Abstract: Provides information on the demise of the American Basketball League (ABL) in December 1998. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The focus of the "Truth" campaign is to dissuade teenagers from smoking. O'Keefe. channel. Women Length: 2p 591043 Title: American Cyanamid Author(s): Goldberg. Consumer marketing. 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. nutrition. 8p. the American Legacy Foundation. 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. Nonprofit marketing Length: 28p Supplementary Materials: Teaching Note. Must be used with: (591033) American Heart Association's Heartguide. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Distribution channels. Shaner. Herman. Customer Service Department • 60 Harvard Way • Boston.. Ethics. Consumer marketing. Geographic Setting: United States Industry Setting: Health care industry. John A. 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. Telecommunications Length: 23p Supplementary Materials: Teaching Note. in the interim.00 591033 Title: American Heart Association's Heartguide Author(s): Goldberg. Subjects: NO SUBJECTS(KEYWORDS) Length: 12 min List Price: $150. John A. However. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. technology-sensitive marketplace. a campaign that they know is working.. Frank V. Youngme. by Frank V. Communication. Reviews the League's attendance. resource-constrained company. Health care industry Number of Employees: 50 Gross Revenues: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Advertising. Food industry Subjects: Food. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $150. by Ray A. 3p. Geographic Setting: United States Industry Setting: Sports industry Subjects: Competition. Market segmentation. In conjunction with earlier cases on the ABL and the WNBA. by Youngme Moon Year New: 2005 593038 Title: American Mobile Satellite Corp. 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. is now trying to decide whether to readjust its priorities and focus on what it calls "the other side of the equation"--encouraging already-addicted adult smokers to quit smoking. Sales management. Ray A.00 9-509-721 Title: The American Express Card.. and the environment. television activity. Edmund O'Keefe 591057 Title: American Heart Association's Heartguide. 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. Industrial markets. Product management. Twelve Ad Clips. and competitive positioning versus the Women's National Basketball Association (WNBA). O'Keefe. Industry Setting: Food industry Subjects: Food. Geographic Setting: Global Industry Setting: Agribusiness Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agribusiness. while also illustrating typical differences between marketing/sales and product development/engineering in an emerging. International marketing Length: 24p 9-509-720 Title: The American Express Card. Author(s): Cespedes. Ray A. Geographic Setting: United States Industry Setting: Advertising industry. Health Length: 42p Supplementary Materials: Supplement (Pub Mat). the only way to do this is by diverting resources away from 07/02/11 16 the "Truth" campaign. Illustrates the interdependent nature of product policy. (506056). Marketing implementation. Includes color exhibits. Marketing organization. The first satellite launch is scheduled for 1994 and. and salesstrategy decisions. 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. May be used with: (599031) Women's Professional Basketball and the American Basketball League. (591057).. In mid-1992. Goldberg. Laura Publication Date: 11/02/1992 Revision Date: 05/12/1993 Product Type: Case (Field) Abstract: American Mobile Satellite Corp. Sports. students are asked to assess the reasons why the league was not financially successful. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Discusses recent news items that link food to health. including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. Twelve Ad Clips. The sponsor of the campaign. (593116). Health Length: 3p 504014 Title: American Legacy: Beyond the Truth Campaign Author(s): Moon. Video (DVD) Author(s): Quelch. Health care. Edmund Publication Date: 10/29/1990 Revision Date: 02/04/1997 Product Type: Case (Field) Abstract: American Cyanamid has one of the most successful plant protection and animal health divisions in the world. Marketing strategy. AMSC's president is making decisions concerning AMSC's marketing program. Video (VHS) Author(s): Quelch. Goode. 16p. Ray A. AMSC is providing limited services via another company's satellites. A chronology of the ABL's history is included. Supplement Author(s): Goldberg.

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

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

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

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

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

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

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

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

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

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

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

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

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

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that allows the Tronn to perform up to four times faster than its standard speed. by Neeraj Bharadwaj. Distribution channels. The objective is to gain an understanding of what is involved in building distribution strength. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: Case (Field) Abstract: Atlas Copco. Product management Length: 15p 581142 Title: Atlantic Aviation Corp. called the "Performance Enhancing Server Accelerator. (588020). by V. However. Although cost-plus. He asks the general manager of the division to formulate a policy meeting both of these goals. Competition. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. In addition. Distribution channels. Teaching Note. The central question revolves around how to price the Tronn and PESA. holds the highest market share for air compressors worldwide. customers. all other things being equal. Competition. Intended for use in the marketing policy section of the marketing implementation course. Distribution channels. Cost control. Kasturi Rangan 588020 Title: Atlas Copco (B): The Conflict Episode Author(s): Rangan.. and status-quo pricing are the most common means by which firms establish prices for their offerings. Kasturi Rangan. Gordon. (585119). and using the savings generated as the basis for developing prices). They have developed a new server. Leyland F. These include the reactions of competitors. 8p. Kasturi Rangan CMR101 Title: Attractors: Building Mountains in the Flat Landscape of the World Wide Web Author(s): Watson. V. Kasturi Rangan 588021 Title: Atlas Copco (C): The Conflict Episode Author(s): Rangan. (2079). Geographic Setting: United States Industry Setting: Aircraft industry Gross Revenues: $200 million assets Subjects: Aircraft. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note.Marketing Subjects: Aircraft. Subjects: Antitrust laws. Pitt. these approaches may prevent firms from fully realizing the benefits that are due to them. its attempts to enter U. Organizations want to build Customer Service Department • 60 Harvard Way • Boston. 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. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: LACC Case Abstract: Atlas Copco. examining the value that a firm's offering creates for the customer. 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. Neeraj. Marketing implementation. Gordon Year New: 2007 506S08 Title: Atlas Copco (A): Gaining and Building Distribution Channels. by V. Marketing management. Marketing management. its attempts to enter U. markets have been unsuccessful. Dolan 2078 Title: Atlantic Computer: A Bundle of Pricing Options Author(s): Bharadwaj. a leading player in the high-end server market. markets have been unsuccessful. 3p. (589076). Product management Length: 15p Supplementary Materials: Teaching Note. has detected a marketplace opportunity in the basic server segment. a Swedish company. Atlantic's marketing vice president is concerned about rising demonstration costs. 10p. is more likely to communicate its message to a wider audience or sell its product to more people. 3p. Subjects: Antitrust laws. by Robert J. Cost control. Richard T.S. Market share Length: 3p Supplementary Materials: Teaching Note. The objective is to gain an understanding of what is involved in building distribution strength. holds the highest market share for air compressors worldwide. Kasturi Rangan. by V. but doesn't wish to deny solid prospects an evaluation ride. by V. Publication Date: 05/28/2007 Product Type: Case Abstract: Atlantic Computer. Supplement (Library). Industrial markets. 10p. This flatness of the Web creates a major challenge for many businesses: How do you attract visitors and prospective customers to the firm's Web site? The Web site that can attract more visitors. to meet the needs of this segment. Thomas V. competition-based. 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. 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.S. Marketing implementation." or PESA. Market share 07/02/11 26 Length: 14p Supplementary Materials: Supplement (Library). Spanish Version Author(s): Rangan. (589076). 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. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels. Sigmund. and stakeholders within the firm.e. the Tronn. a Swedish company. However. (588021). Also allows for the exploration of the challenges surrounding the implementation of a value-in-use pricing strategy. Geographic Setting: United States Industry Setting: Compressor Gross Revenues: $50 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Year New: 2006 588004 Title: Atlas Copco (A): Gaining and Building Distribution Channels Author(s): Rangan. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels.. Geographic Setting: United States Industry Setting: Compressor Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Competition. (589076). John B. Market share Length: 3p Supplementary Materials: Teaching Note. V. Industrial markets. Provides an opportunity to optimize value capture for the firm by utilizing value-in-use pricing (i. John B. they have created a software tool. 8p. 8p. by V. V. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .: Westwind Division Author(s): Bonoma.

The company has launched several new services and is now seeking to reposition itself in the market. Paul W. World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon. or how you sell it? Inundated by fakes and sophisticated counterfeits. Joseph. James H. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada.com Author(s): Moon. Product positioning Length: 22p 99A009 Title: Augat Electronics.. B. by Adrian B." James H.95 Year New: 2007 2687ES Title: Authenticity: What Consumers Really Want--A Harvard Business School Press Book Summary in Partnership with getAbstract 07/02/11 27 Author(s): Gilmore. raising questions about the long-term viability of Autobytel's purchase referral model.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. manage. Through examples from a wide array of industries as well as government.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel. Inc. MA Industry Setting: Audio equipment industry. it is the online leader in this category. He has narrowed down the commercial possibilities to four markets: the autosound market. When deciding to buy. nonprofit. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 5p UV0632 Title: AutoZone: How Long Will They Be in the Zone? Author(s): Simko. 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. Customer relations. Publication Date: 06/11/1999 Revision Date: 02/02/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Augat Electronics. 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. and crafting and implementing business strategies for rendering authenticity. Gilmore. the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it. Do your customers use any of these words to describe what you sell. Joseph Pine II argue that to trounce rivals companies must grasp. According to a number of metrics. charting how to be "true to self" and what you say you are. This article classifies existing approaches to creating attractors. Pine. Information technology. Information age. However. They would rather buy something real from someone genuine rather than something fake from some phony. He must now decide how to commercialize the technology. Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product. a graduate student at the MIT Media Lab. In "Authenticity. Customization. II. Geographic Setting: Cambridge. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2. education. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. Adrian B. people increasingly see the world in terms of real or fake. Disingenuous. 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. Author(s): Ryans. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine. The new Augar connector product appeared to offer customers significant economic benefits. and availability. CA Industry Setting: Internet & online services industries. In addition. and religious sectors. Do your customers use any of these words to describe what you sell--or how you sell it? If so. Electronics industry Subjects: Innovation. James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. quality. people increasingly see the world in terms of real or fake. a major new U. Marketing strategy. Subjects: Advertising strategy. 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. Market selection. Marketing strategy. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. and excel at rendering authenticity. New product marketing. "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal. Pricing. Autobytel is struggling to accelerate revenue growth. Phony. Geographic Setting: Irvine. II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived. While the line was being developed. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Inundated by fakes and sophisticated counterfeits. B. consumers judge an offering's (and a company's) authenticity as much as--if not more than--price. Paul. " appealing to the five different genres of authenticity.. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. Product development. Inauthentic. Disingenuous. identifies four basic types of attractors. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. Farris. the interactive kiosk market. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. Cross. Gilmore and B. Phony. 9p.Marketing mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. the professional audio market. welcome to the club. has invented a breakthrough audio invention. a number of competitors have sprung up. (899A09).S. and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization. Inauthentic. Joseph. Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei. Inc.

Viewed as a corporate strategic investment. Paul Publication Date: 06/01/2006 Product Type: Harvard Business Review Article Abstract: Advertising has always targeted a powerful consumer alter ego: that hip. automobile retailing industry is on the brink of profound change. Distribution. management of high technology business in international markets. the author examines early efforts to market real-world products in virtual worlds. Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles. Industry analysis. Geographic Setting: Irvine. the human behind the avatar controls the money in the real-world wallet. the history of the industry.S. raising questions about the long-term viability of Autobytel's purchase referral model. However. They not only upgrade sales and marketing efficiency but also improve the timeliness and quality of executives' decision making.com. Multinational corporations. Technological change Length: 20p 89105 Title: Automation to Boost Sales and Marketing Author(s): Moriarty. Entertainment industry. range from simple but personalized cartoonlike characters used as pictorial signatures in instant messaging to fully developed characters in virtual worlds. which may be the avatar rather than its creator. it is the online leader in this category. At the least. Subjects: Automation. But the avatar. Geographic Setting: Japan Industry Setting: Automotive industry Subjects: Automobiles. The marketing initiatives of the few pathfinding companies working in this area point toward some methods that might be used in the future. attractive. According to a number of metrics. Industry Setting: Automotive industry. avatars offer a window into people's hidden preferences and a means for achieving sustained consumer engagement with a brand. 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. 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. He argues that companies need to look quickly beyond the market itself and think about the potential customer. and targeted. Author(s): Rangan. or maintaining the status quo. 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. 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. Autobytel is struggling to accelerate revenue growth. can influence its creator's purchasing behavior and even make its own purchases of real-world products in the virtual world. segmented. The company has launched several new services and is now seeking to reposition itself in the market. Spanish Version Author(s): Moon. Retail industry Subjects: Automobiles. Jr. a number of competitors have sprung up. Internet Length: 21p Supplementary Materials: Teaching Note. Electronic commerce. New technical developments occur simultaneously. are seeing increases of up to 30% in sales and sales force productivity.. called avatars. International marketing. Retailing Length: 20p R0606B Title: Avatar-Based Marketing Author(s): Hemp. Teaching Purpose: To understand distribution changes from a macro perspective. International business. Distribution. Franchising.Marketing channels. participants effectively become the avatars they've created. May be used with: 07/02/11 28 (598064) C-Car. Kasturi. Rowland T. Author(s): Yoshino. And they represent a huge population of "shadow" customers who can be analyzed.S. The manager is faced with switching distributors. and potential distribution systems of the future. Marketing information systems. Online information services. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Gordon Publication Date: 01/01/1989 Product Type: Harvard Business Review Article Abstract: Forward-looking companies. Of course. Soft drink Customer Service Department • 60 Harvard Way • Boston. incredibly popular person just waiting to emerge (with the help of the advertised product) from an all-too-normal self. MSP systems automate routine tasks and gather and interpret data that was either scattered or uncollected before. the U. consumers are taking the initiative and adopting alter egos that are anything but under wraps. V. Computer industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Computer systems. which enable thousands of people to interact simultaneously within the same threedimensional virtual world. Market entry Length: 20p 598014 Title: Automobile Retailing in the U. which expands upon an item in "The HBR List: Breakthrough Ideas for 2006" (HBR reprint R0602B). Kasturi. Growth strategy. This case traces the drivers of change. The current distributor is unsatisfactory. Tracks the changes in the system through the Second World War. Demonstrates difficulty of changing distribution. Electronic commerce. Geographic Setting: United States. The experience of living through another self is most powerful in so-called massively multiplayer online role-playing games. 13p. by Youngme Moon BESTSELLER 504S19 Title: Autobytel. (500076). Marie Publication Date: 09/29/1997 Revision Date: 03/17/1998 Product Type: Note Abstract: In the mid-1990s. Distribution planning. These online personae. Gaming industry. V. In such settings. Electronics. Distribution. Now.. Japan Industry Setting: Electronics industry. CA Industry Setting: Internet & online services industries. Marketing management Length: 9p 597076 Title: Automobile Distribution in Japan Author(s): Rangan. Michael Y.. in cyberspace. Distribution channels. Internet Length: 23p 379019 Title: Autodraft Corp. looking out through their eyes and engaging with other such beings. Bell. Kashiwagi. deliverable to the user's real-world door. and management of growth. Marketing strategy. installing marketing and sales productivity (MSP) systems. Industry Setting: Banking industry. In this article. Japan. In addition. all the way up to the early 1990s. companies can exploit the synergies possible from linkages with other parts of the organization. going direct. as a distinct creation of the user's psyche. Swartz.

Supplement. This case series (Avaya (A)(D)) walks the student through each phase of this process. They've found that CRM backfires in part because executives don't understand what they are implementing. the CEO. by David Godes. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 508051 Title: Avaya (D): Early Results of the Demand Generation Initiative Author(s): Godes. Mark. 6p. we see their strategy in the form of a "unified funnel" and a demand generation framework.. 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 authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. This article looks at best practices in CRM at several companies. But more than half of all CRM initiatives fail to produce the anticipated results. The demand generation framework. 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. That is. For example. by David Godes. 22p. Publication Date: 02/01/2002 Product Type: Harvard Business Review Article Abstract: Customer relationship management is one of the hottest management tools today. (508050). Rather. Must be used with: (E184A) Avaya (A): How to Go to Market?. 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. 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. on the other hand. (508051). Mark. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. the implementation plan for a specific market--Brazil--is described. David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product.. In particular. when Don Peterson. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 R0202J Title: Avoid the Four Perils of CRM Author(s): Reichheld. In the (C) case. not just sequentially. Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note. Tauber. Darrell K. Finally. Industry Setting: Telecommunications industry Number of Employees: 19. It isn't. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. Schefter. David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. including the New York Times Co. they stipulate that Marketing should be included on the weekly sales conference call. Phil. Must be used with: (508048) Avaya (A). (E184B). CRM is the creation of customer strategies and processes to build customer loyalty. at more than 200 companies in a wide range of industries. both successful and unsuccessful. by David Godes Year New: 2008 E184A Title: Avaya (A): How to Go to Market? Author(s): Leslie. by Alexander Tauber. In the (B) case. Frederick F. let alone how much it will cost or how long it will take. the (D) case shows some early data suggesting that this new method of working together has had a significant impact. and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. 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. Supplement (Field). Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 508050 Title: Avaya (C): Implementing Demand Generation in Brazil 07/02/11 29 Author(s): Godes. must choose between four final options. (508049).Marketing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 508048 Title: Avaya (A) Author(s): Godes. Square D. David Publication Date: 02/21/2008 Product Type: Supplement Abstract: An abstract is not available for this product. The (A) case begins with background on the firm. Must be used with: (508048) Avaya (A). they argue that the two functions are best integrated by encouraging them to work simultaneously. The students are then asked to think about how they would implement these ideas. which are then supported by the technology. 14p. Andrew Tauber Year New: 2006 508049 Title: Avaya (B) Author(s): Godes. Must be used with: (508048) Avaya (A). by David Godes. makes explicit what it means for them to work together. Chronicles Avaya's repeated attempts to create an effective go-to-market structure. by Mark Leslie. 4p. GE Capital. Inc.000 Gross Revenues: $5 billion Event Year Start: 2006 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Supplement (Field). (E184AT). Avaya struggled with how best to structure its go-to-market organization. May be used with: (502011) Harrah's Entertainment. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2008 E184B Title: Avaya (B): Implementing the New Go-to-Market Model Author(s): Leslie. Grand Expeditions. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Tauber. 4p. and BMC Software. 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. Customer Service Department • 60 Harvard Way • Boston. 8p. This requires an improvement in the relationship between Sales and Marketing. Rigby. Ends in late 2003. Andrew Publication Date: 03/09/2005 Revision Date: 03/06/2006 Product Type: Supplement (Field) Publisher: Stanford University Abstract: An abstract is not available for this product. Teaching Note. (508082).

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

what to do for an encore? Teaching Purpose: Customer Service Department • 60 Harvard Way • Boston. National Sales Companies.. the nontraditional campaign has been a huge success. National Sales Companies Author(s): Herman. May be used with: (593022) Siemens Corp. Kerry Publication Date: 02/11/2002 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Jim McDowell. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. Now the question is. Consumer behavior Length: 26p Supplementary Materials: Teaching Note. Stephen A. Chemicals. VP of marketing at BMW North America. Laura Publication Date: 11/13/2008 Revision Date: 01/12/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Product positioning Length: 24p 502046 Title: BMWFilms Author(s): Moon. including magazines. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns. Must be used with: (509023) BMW's Project Switch (A): Importers vs. (A): Corporate Advertising for 1992. The case highlights BMW's approach to redesigning its channel in Greece. Geographic Setting: United States Industry Setting: Chemical industry Subjects: Advertising. mobile phones.000 Gross Revenues: 784 Million.S. the nontraditional campaign has been a huge success. the commercial arm of the British Broadcasting Corporation (BBC). Laura Winig 509024 Title: BMW's Project Switch (B): Importers vs. and approaches to evaluation are described.725 Gross Revenues: $32. Product lines. The case provides details on both headquarter and country head perspective on BMW's channel strategy. "BMWFilms. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Automobiles. Winig. Das. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. DVD Abstract: An abstract is not available for this product. By all indications. Narayandas. Brands. DVDs.S. Since 2004. media. (B): "OPERATION SUDDEN IMPACT" (DEWALT INTRODUCTION). Global Industry Setting: Broadcasting industry. (509024). VP of marketing at BMW North America. BBC WW profits had more than doubled. Luxury goods Company Size: large Subjects: Automobiles. was preparing to meet with his senior managers to discuss BBC WW's global strategy options. 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. books. is debating how to follow up the success of his latest marketing campaign. Wendy Publication Date: 12/27/1993 Revision Date: 10/14/1993 Product Type: Case (Library) 07/02/11 31 Abstract: Tracks changes in the luxury auto market during the 1980s and early 1990s." The campaign appears only on television. 22p. budget. VIDEO (DVD) Author(s): Black & Decker Publication Date: 05/01/2008 Product Type: Case Video. what to do for an encore? Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97. Schille. Communication strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 0 min Supplementary Materials: Teaching Note. By all indications. Herman. television. John A. Knoop. BBC WW exploited and exported BBC branded content around the globe through all formats. chief executive officer of BBC Worldwide (BBC WW)." This campaign features five short films for the Internet. positioning. The goals. Kerry. Geographic Setting: United States Industry Setting: Automotive industry." This campaign features five short films for the Internet. 2007. Youngme. Spanish Version Author(s): Moon. Brands. we make the products you buy better. audio books. John Smith.S. BBC WW delivered its profits back to the BBC. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p 593046 Title: BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Author(s): Greyser. based company seeks to build corporate awareness and identity in the U. by Robert J.Marketing In 1992.693 million revenues Subjects: Advertising. (503073). (598106). 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. Das Narayandas. Entertainment industry Number of Employees: 25.. Consumer marketing. The core theme of the campaign is "We don't make the products you buy . and other emerging digital media (such as Internet Protocol TV). 7p. International marketing. Narayandas. Examines how a non-U. Dolan Year New: 2007 509023 Title: BMW's Project Switch (A): Importers vs. Kerry. messages. despite having only a single company-branded consumer product.. target audiences. (593023) Du Pont: Corporate Advertising for 1992. Kerry Publication Date: 02/11/2002 Revision Date: 12/19/2002 Product Type: LACC Case Abstract: Jim McDowell. by Youngme Moon 503S40 Title: BMWFilms. (B): Corporate Advertising for 1996. and advertising. National Sales Companies Author(s): Herman. (596106) Siemens Corp. Carin-Isabel Publication Date: 06/28/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: In January. BASF's U. is debating how to follow up the success of his latest marketing campaign. Public relations Length: 5p 507034 Title: BBC Worldwide: Global Strategy Author(s): Quelch. Youngme.. downloads. Geographic Setting: Europe. directed by some of the hottest young directors in Hollywood. 39p. by Kerry Herman. Consumer behavior. "BMWFilms. Now the question is. Herman. British Pounds Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2007 596510 Title: BLACK & DECKER CORP. directed by some of the hottest young directors in Hollywood.

Brand management. (588054).. Robert J.. Dover.. 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.. Wylie. Moriarty Jr. the president expects to sell Ohmeda's medical supplies business ($22 million in sales) and to transfer its medical gases business ($27... Rowland T. At the same time. Automobiles. Medical supplies.. (595083). Sales management Length: 23p Supplementary Materials: Supplement (Field). to approve the program. Walter J... Petroleum industry. The case describes the strategies and systems employed by the founders to manage the growth of the company.. Brands. Industry Setting: Advertising industry. Jr. Medical supplies. Product lines. Dover.. Product lines. Petroleum industry. BP Oil International is the retail/consumer marketing division of a company that is historically known for oil exploration and production. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Its advertising manager is pressing the company to pay more attention to its brand equity. by Robert J. In doing so he evaluates the economics of three options: 1) continuing with Ohmeda's present system. Marketing strategy. Brand 07/02/11 32 management. (BAB107). Rowland T. Swartz. Marketing strategy. 23p. Gordon Swartz 587081 Title: BOC Group: Ohmeda (B) Author(s): Moriarty. Gordon Publication Date: 09/25/1986 Product Type: Case (Field) Abstract: The president of Ohmeda. Gordon Swartz. 2p. Dover. Marketing strategy.725 Gross Revenues: $32. Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97. 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. a central oversight body. Swartz. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. Petroleum industry Subjects: Advertising. Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Publication Date: 05/01/1985 Customer Service Department • 60 Harvard Way • Boston. Robert J. (BAB108). The new strategic thrust requires him to review the role of Ohmeda's direct sales and dealer sales coverage. Geographic Setting: United States Industry Setting: Medical equipment & device industry Company Size: mid-size Gross Revenues: $160 million sales Subjects: Distribution channels. a wholly owned company of the BOC Group. The changes in Ohmeda's products combined with the planned growth in medical equipment cause the president to reassess Ohmeda's marketing system. By early 1989 there were 130 stores geographically clustered in regional shopping malls. Robert J. Brand management. Moriarty Jr. Marketing implementation. Industry Setting: Medical supplies Subjects: Distribution channels. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $60 million sales Subjects: Consumer marketing. International marketing. Sales promotions Length: 25p Year New: 2005 589100 Title: Babbage's: America's Software Headquarters Author(s): Salmon. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. (587081). Industrial markets. Philip A. plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "hightech" equipment.Marketing To explore the consumer behavior dynamics associated with nontraditional marketing techniques. Petroleum industry Subjects: Advertising. Dover Year New: 2005 BAB107 Title: BP Oil International: Brand Image Program (B) Author(s): Kopp. Industry Setting: Petroleum industry Subjects: Advertising. implementing. Supplement (Field). specifically consumer awareness and brand associations (image). the keystone of which is a global advertising campaign. Sales management Length: 2p Supplementary Materials: Teaching Note. Consumer behavior Length: 27p 587080 Title: BOC Group: Ohmeda (A) Author(s): Moriarty. Marketing implementation. Jr. Petroleum industry. Marketing strategy. Software Length: 19p Supplementary Materials: Teaching Note. by Rowland T. Sales promotions Length: 21p Supplementary Materials: Supplement (Field). by Robert J. 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. along with key decision points at three critical areas along the way. Moriarty Jr. (588054). Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Philip A. by Rowland T. Dover. Industrial markets. The advertising manager and his boss have put together a proposal to create a global brand equity program (Brand Image Program). Philip A. Salmon. 25p. David Wylie 85301 Title: Backward Market Research Author(s): Andreasen.2 million in sales) to another business unit of the BOC Group. 6p. Must be used with: (587080) BOC Group: Ohmeda (A). Now they must persuade the Marketing Strategy Group. 2) eliminating dealer sales coverage. Also allows for a discussion of the link between deep consumer understanding and the design of a new advertising genre. Entrepreneurship. 19p. Gordon Swartz BAB108 Title: BP Oil International (C): Brand Image Program Author(s): Kopp. International marketing. Inventory management. and to plan for contingencies. Sales promotions Length: 19p Year New: 2005 BAB106 Title: BP Oil International: Brand Image Program (A) Author(s): Kopp. by Walter J. and assessing its global branding. to retain the marketing focus. Communication strategy. and 3) specializing salespeople by product group. International marketing.693 million revenues Subjects: Advertising. Kopp. Kopp. Retailing. 23p. Teaching Note. by Rowland T. Industry Setting: Advertising industry. Alan R. Philip A. Philip A.

Equilibrium. 14p. Concludes with a consideration of the decisions the CRM team had to make in designing the project. Bank One has offered its credit card holders an increase in their line of credit. and then figuring out how to get there. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. Exclusion. 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. 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. India. Describes the challenges of 07/02/11 33 the Spanish credit card market at the time. Asis Martinez-Jerez. Distribution channels. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Organization. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6. it was pushing for innovation in the nascent Spanish credit card market. By determining where they want to go. Quelch 9-508-P02 Title: Bajaj Auto Ltd. Managers must tell researchers the answers they need to accomplish company goals. the world's second-largest manufacturer of two. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Geographic Setting: India Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p 4454BC Title: Balance: How Justice. (107066).Marketing Product Type: Harvard Business Review Article Abstract: Successful research is designed to lead to actionable conclusions. is facing increasing competition in its domestic Indian market. Marketing strategy. Must be used with: (107055) Bancaja: Developing Customer Intelligence (A).. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. F. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and the variables involved in designing an optimal credit card.. Nathalie Publication Date: 06/03/1993 Revision Date: 07/24/1996 Product Type: Case (Field) Abstract: Bajaj Auto Ltd. Katherine Miller Year New: 2007 107066 Title: Bancaja: Developing Customer Intelligence (B) Author(s): Martinez-Jerez. Geographic Setting: India Industry Setting: Automotive industry Company Size: large Subjects: Automotive supplies. Stephen A. Bancaja. was expanding and wanted to exploit customer information to increase commercial effectiveness. both managers and researchers can expect successful research. International marketing. Portuguese Version Author(s): Quelch. Katherine Publication Date: 02/20/2007 Revision Date: 05/14/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Business policy. by F. Miller. a savings bank based in Valencia. (4456BC) Journey: How the Meeting of Past. Spain. Stanton G.. the methods for profiling credit card customers.. 7p. and Other Boundaries Affect Consumer Thinking. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. Publication Date: 07/14/1992 Product Type: Case (Library) Abstract: Shortly before Christmas. By working backward and ascertaining results before the research actually hits the field. and Future Affects Consumer Thinking. Katherine Publication Date: 02/14/2007 Revision Date: 05/14/2008 Product Type: Case (Field) Abstract: In 1996. Laidler. (4460BC) Control: How the Sense of Mastery. Geographic Setting: Spain Industry Setting: Banking industry Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field).and three-wheeler vehicles. Vulnerability. Gerald. The case evaluates appropriate marketing responses both in the Indian market and export markets. Subjects: Market research. Nathalie Publication Date: 06/03/1993 Product Type: LACC Case Abstract: Bajaj Auto Ltd.. Product lines. Asis. Cort. CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. It appointed a CRM project team to design and implement a project focused on credit cards. including whether to use conjoint analysis or implement a mini campaign. the world's second-largest manufacturer of two. (4457BC) Container: How Inclusion. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require. John A. Marketing organization. Inc. Author(s): Salmon. F. Shipbuilding Length: 52p 593004 Title: Bank One and Increased Consumer Credit Author(s): Greyser. (598140). Asis. Product development Length: 27p Supplementary Materials: Teaching Note. Geographic Setting: Massachusetts Industry Setting: Shipbuilding industry Gross Revenues: $8 million sales Event Year Start: 1966 Event Year End: 1966 Subjects: Acquisitions. Customer Service Department • 60 Harvard Way • Boston. the bank decided to explore its benefits with a smaller pilot project. Laidler.. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 513147 Title: Bangor Punta Operations. Polls & surveys Length: 4p 593097 Title: Bajaj Auto Ltd. and the Interplay of Elements Affect Consumer Thinking Author(s): Zaltman. is facing increasing competition in its domestic Indian market. Walter J. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Miller. Author(s): Quelch.and three-wheeler vehicles. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Zaltman. This chapter outlines several aspects of balance that marketers should understand.95 Year New: 2007 107055 Title: Bancaja: Developing Customer Intelligence (A) Author(s): Martinez-Jerez. At the same time. The case evaluates appropriate marketing responses both in the Indian market and export markets. John A. by John A. and Well-Being Affects Consumer Thinking. managers are more likely to get results they can work with. Present.

Supplement (Field). Advertising campaigns. Customer Service Department • 60 Harvard Way • Boston. Ethical issues are also implied. Rowland T. Thailand Subjects: NO SUBJECTS(KEYWORDS) Length: 39p 591133 Title: Barco Projection Systems (A): Worldwide Niche Marketing Author(s): Moriarty. by Rowland T. As a result.. 1p. (IMD501). International marketing. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Subjects: Advertising. by Jean-Philippe Deschamps. Deals with how a small niche player deals with considerably larger competitors in a global environment.. Marketing strategy. They have traditionally been the performance leader. (591136). The marketing research division of Bank of America is helping its California division launch an advertising campaign aimed at the women's market. The Asian Financial Crisis of 1997. Rowland T. Consumer marketing.. 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. (591135). Direct marketing. (IMD501). Marketing strategy. Product development. (IMD501).. Jr. Nirmalya Kumar IMD501 Title: Barco Projection Systems: Interview with COO Erik Dejonghe. Bangalore. Nirmalya Kumar 591136 Title: Barco Projection Systems (D) Author(s): Moriarty. Jr. (592098). Product lines Length: 2p Supplementary Materials: Case Video. 2p. Product development. Krista McQuade. Subjects: Industrial markets. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Essentially. by Rowland T. McQuade. Although recovery was on the horizon. 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. including targeting capabilities. Teaching Purpose: To illuminate perspectives of both marketers and consumers regarding direct marketing initiatives. Subjects: Industrial markets. International marketing. Product lines Length: 19p Supplementary Materials: Supplement (Field). Jr. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (A). Teaching Note... Moriarty Jr. Jr. Women Length: 30p HKU774 Title: Banyan Tree: Sustainability of a Brand During Rapid Global Expansion Author(s): Farhoomand. McQuade. Product lines Length: 1p Supplementary Materials: Case Video. Subjects: Industrial markets. Commercial banking.. Adrian B.. data. Nirmalya Kumar 506S13 Title: Barco Projection Systems (C).Marketing and included a check for the increase. Market research. This case considers how a company with an experiential brand should manage its global expansion without losing the core values associated with its brand.. by Robert J. by JeanPhilippe Deschamps. 27 min. Dolan. Ali. a transcript of a discussion by one of the focus groups selected for the purpose. Pauline. Marketing strategy. and graphics projectors for the industrial market. Product development. Krista Publication Date: 06/10/1991 Revision Date: 05/09/2002 Product Type: Case (Field) Abstract: Deals with the issue of niche marketing in a worldwide market. Nirmalya Kumar BESTSELLER 591134 Title: Barco Projection Systems (B) Author(s): Moriarty. Krista McQuade. 27 min. Must be used with: (591133) Barco Projection Systems (A): 07/02/11 34 Worldwide Niche Marketing. by Jean-Philippe Deschamps. (591134).. Product development. Students are asked to examine critically the role of the moderator and to evaluate the information value of the technique. Rowland T. The cashing of the check activates an interest charge. McQuade. Enz.. Ethics Length: 2p M213 Title: Bank of America: An Exploratory Study of the Women's Market Author(s): Ryans. 27 min. Ng. Barco Projection Systems makes video. Case Video. Geographic Setting: California Industry Setting: Banking industry Subjects: Advertising.. 27 min.. Jr. Marketing strategy. 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. Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. Rowland T. 12p. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (C). International marketing. 2p. Rowland T. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: LACC Supplement Abstract: An abstract is not available for this product. Moriarty Jr.. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. Supplement (Field). Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. McQuade. Geographic Setting: Global. Geographic Setting: Singapore. McQuade. In August 1989. International marketing. by Rowland T. those events left haunting memories and CEO Ho Kwon Ping understood the need to diversify risks across geographic regions. by Jean-Philippe Deschamps. Cathy Publication Date: 03/25/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Following a successful IPO in June 2006. Belgium Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Industrial markets. Sony Corp. Krista McQuade. (IMD501). Spanish Version Author(s): Moriarty. Moriarty Jr. Product lines Length: 2p Supplementary Materials: Case Video. Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (B). Market segmentation. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 591135 Title: Barco Projection Systems (C) Author(s): Moriarty.

Marketing strategy. Sales management. the search for new applications of graphic-projection technology. Marketing management. 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. Geographic Setting: Watertown. 1994. Author(s): Ranson. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds.7 billion revenues Subjects: International marketing. Geographic Setting: United States Industry Setting: Eye care Company Size: Fortune 500 Gross Revenues: $1. (598103). John A. Author(s): Corey. Alexandra. Nathalie Publication Date: 10/25/1993 Revision Date: 12/01/2003 Product Type: Case (Field) Abstract: The CEO of Bausch & Lomb 07/02/11 35 is contemplating replacing an international division with three regional divisions to sustain the company's growth. Profitability analysis. many of these companies being started by former Barry Controls employees. explains key events and issues that affected Barco during the 1990s. Geographic Setting: Massachusetts Industry Setting: Financial services Number of Employees: 5. Product lines Length: 27 min List Price: $150. the effectiveness of this system of marketing is questioned. Lisa R. Pricing. Publication Date: 12/11/1984 Product Type: Case (Field) Abstract: Barry Controls has moved from a system of selling direct to using manufacturers' representatives. Derek A. Sales management Length: 15p 506S24 Title: Basic Quantitative Analysis for Marketing. Sony. Sixteen months earlier. International marketing. Massachusetts's leading retail bank. Harper. Geographic Setting: United States Industry Setting: Furniture industry Company Size: mid-size Gross Revenues: $64 million annual sales Subjects: Furniture. Manufacturing. 8p. generic versus niche products. Motivation. 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. Derek A. a family of proprietary mutual funds. Industrial markets. MA Industry Setting: Manufacturing industries Subjects: Distribution planning. Medical supplies Length: 20p Supplementary Materials: Teaching Note. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy.600 Gross Revenues: $590 million revenues Subjects: Brands. both Customer Service Department • 60 Harvard Way • Boston. How can the mix of funds offered be extended to meet changing market and economic conditions. John A. Product lines Length: 34p 598031 Title: Bayer AG (A) Author(s): Quelch. Jean-Philippe. Nirmalya Publication Date: 11/23/1998 Product Type: Case Video Publisher: IMD . and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition. Marketing strategy.. Robert J. Laidler. by Derek A.. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. and the company's relationship with its major competitor. Marketing strategy..International Institute for Management Development Abstract: Eric Dejonghe. Publication Date: 03/01/1980 Product Type: Case (Field) Abstract: New sales manager faces a variety of problems with individual salesmen. Quantitative analysis Length: 8p BESTSELLER UV0309 Title: Battlefield Furniture Group.. by John A. especially in international markets. had entered the mutual fund business by successfully launching BayFunds. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Teaching Note. 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. Quelch 595031 Title: BayFunds Author(s): Silk. 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. Kinnear. Now management faces a new set of marketing challenges to develop the business further. senior vice president and COO of The Barco Group. Financial services. Newton. Raymond. Product development. (591136) Barco Projection Systems (D). Inc. E. Demand analysis. Robert J. (UV0310). Cost accounting. As these companies begin to diversify. Subjects: Industrial markets. Consumer marketing.Marketing Video Author(s): Deschamps. Mutual funds. 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. Inc. Newton Year New: 2007 580123 Title: Battlefield Group. BayBank. Constance M. (Revised) Author(s): Newton. Spanish Version Author(s): Dolan. 6p. Alvin J. Subjects: Breakeven analysis. (591134) Barco Projection Systems (B). Kumar. Klein. Marketing organization. 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. Root. and to add value to customers. Topics include market segments.00 585136 Title: Barry Controls: Division of Barry Wright Corp. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 584149 Title: Basic Quantitative Analysis for Marketing Author(s): Dolan. Marketing strategy. (591135) Barco Projection Systems (C). Jamie Publication Date: 09/16/1994 Product Type: Case (Field) Abstract: In June. Supervision Length: 10p 594056 Title: Bausch & Lomb: Regional Organization Author(s): Quelch.

Food processing industry. Crum. 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.5 billion net sales Subjects: Acquisitions. 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. Christopher W. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch. 10p. BMW is attempting to revive its position in the U. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW). Geographic Setting: North America. Consumer marketing. (391222).900 Gross Revenues: $11. Pricing strategy. Addresses market and lease analysis. unit sales had fallen to 53. V. Marketing planning. The new CEO of North America considers a multifaceted plan to turn around the situation. then commoditization and decline. 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. Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan. George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity. Negotiations.000 in 1987. Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note. the better managed firms find a way to make money in the commodity cycle. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992. Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart. FL Industry Setting: Real estate Company Size: small Subjects: Financing. by Robert J. Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note. 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. by John A. Geographic Setting: North America. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies. Subjects: Commodity markets. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Dolan 390113 Title: Bayside Author(s): Poorvu. Brands. by John A. and management of a financial partnership. V.000 in 1987. International marketing. 12p. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992. William J. Marketing planning.900 Gross Revenues: $11. Marketing mixes. Market analysis. Root. negotiating tactics and strategy. and seek cost leadership. Four generic strategies to avoid commoditization are suggested. Industrial markets. Robert J. John A. (598075). Automobiles. Kasturi. A rewritten version of an earlier note. 12p. Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan. This note argues that while commoditization of an industry may seem inevitable. market. Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142. Bowman. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. unit sales had fallen to 53. and customer partnerships.5 billion net sales Subjects: Acquisitions. Provides illustrations of firms who have successfully implemented each.. Brands.S. Marketing mixes. In 1991. 13p.Marketing of which were confiscated by the U. service. 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. These firms know how and when to differentiate their products through innovation. Bowman. (598075). International marketing. and how and when to offer a "no-frills" product. The new CEO of North America is considering a multifaceted plan to turn around the situation. Richard E. Product lines Length: 22p Supplementary Materials: Teaching Note. 07/02/11 36 Industrial markets. Author(s): Quelch. May be used with: (598031) Bayer AG (A). Marketing strategy Length: 14p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. Automobiles. by William J.000 from 88. Inc. Richard E. Four such strategic options are detailed and discussed. Partnerships. which gave Bayer one name worldwide for the first time since World War I. Subjects: Commodity markets. BMW attempts to revive its position in the United States market. Pricing strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. In 1991.. George Publication Date: 03/12/1991 Revision Date: 03/26/1991 Product Type: Note Abstract: Challenges the conventional belief that industry commoditization is inevitable and accompanied by deteriorating profits. John A. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising. Brands. Marketing strategy. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns. May be used with: (598032) Bayer AG (B).000 from 88. Geographic Setting: Boca Raton. Kasturi. Poorvu.S. Robert J. Real estate Length: 18p Supplementary Materials: Teaching Note. Leasing. (594107). Holding companies. government after World War I. Spanish Version Author(s): Dolan.

Marketing organization. the buying group. by Frank V. with regard to the background and success of the "Talk to Chuck" advertising campaign. 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). Stephen A. Spanish Version Author(s): Cespedes. Sales management Length: 18p 592037 Title: Becton Dickinson & Co. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: LACC Case Abstract: Becton Dickinson. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150. 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). 4p.: VACUTAINER Systems Division (Condensed). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger. Video Supplement (DVD) Author(s): Quelch. Marketing management. 10p. 13p. Marketing management. Inc. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150. Frank V... 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.. Marketing implementation. John A.. Logistics. One of the company's largest customers threatens to leave them for refusing their "low-price" request. Management of change. Geographic Setting: United States Industry Setting: Medical supplies Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Industrial markets. Product positioning. Marketing strategy. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution. (587075). Chief Marketing Officer of Charles Schwab and Co. Marketing implementation. Negotiations. by V. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust. (595100). This forces a reevaluation of the company's highly successful product policy and channel strategy.: Multidivisional Marketing Programs Author(s): Cespedes. Sales management. Interviewed by Professor John Quelch.: VACUTAINER Systems Division Author(s): Cespedes. Medical supplies. Goode. by John A. Charles Schwab & Co.. Pricing. Geographic Setting: United States Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising.: VACUTAINER Systems Division (Condensed) 07/02/11 37 Author(s): Cespedes. Farris. Public relations Length: 28p 9-509-704 Title: Becky Saeger. Marketing organization. As well as a pricing-negotiations case. Both the capabilities and limitations of such models as an aid to media planning are major issues in the case. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger. Marketing organization. yet the potential business at stake makes it difficult to be inflexible. Charles Schwab & Co. Quelch 576027 Title: Becel Margarine Author(s): Greyser. which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD. Frank V. Rangan. V. Pricing. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD.00 594060 Title: Becton Dickinson & Co.. managers at Becton Dickinson are considering a multidivisional marketing effort..Marketing Note. Sales management Length: 17p Supplementary Materials: Teaching Note.. Germany.. V. Medical supplies. Frank V. CMO. Advertising media. Video Supplement (VHS) Author(s): Quelch. Supply chain Length: 21p Supplementary Materials: Teaching Note. Inc.. Interviewed by John Quelch. Recent changes in the health care industry are the background for the negotiations. yet the potential business at stake makes it difficult to be inflexible. Food. Rangan. (595084). One of the company's largest customers threatens to leave them for refusing their "low-price" request. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: Case (Field) Abstract: Becton Dickinson. Inc.00 9-509-703 Title: Becky Saeger.. Frank V. CMO. 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. This forces a reevaluation of the company's highly successful product policy and channel strategy. John A. Medical supplies. Rangan. Inc. 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. and important distributors. it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations. Chief Marketing Officer of Charles Schwab and Co.. Negotiations. Models. Cespedes 502S25 Title: Becton Dickinson & Co. Paul W. with regard to the background and success of the "Talk to Chuck" advertising campaign. V.

Rocco Customer Service Department • 60 Harvard Way • Boston. Zhao Publication Date: 11/13/1998 Revision Date: 02/10/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Mirror Corp. The new campaign involves a substantial increase in marketing expenditures. the company was trying to decide how to introduce the product to both the domestic and international markets. Patents Length: 25p Supplementary Materials: Teaching Note. Mark. George Heilmeier.. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China. He did not know why sales failed to materialize as expected.000 Gross Revenues: $175 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising. and evaluation of the development and results of a major advertising campaign. Health services.. Paul W. and the positioning of beef as "real food for real people"--that beef is an ideal food for the way consumers live and eat today. Sales management Length: 18p Supplementary Materials: Teaching Note. 07/02/11 38 promotional. Marketing implementation. role of advertising within overall company strategy. only a few memberships had been sold. Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy. Chen Xiao Yue. Organizational design. 9p. Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. Sales management Length: 21p Supplementary Materials: Supplement (Note). Teaching Note. Marketing management. Xin. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (591071). Teopaco. Hardy. and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies. China. The timing--1991--is propitious. International marketing. 6p.Marketing Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution. Frank V. 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. Major issues include: the role of advertising in increasing demand for a commodity food product. but felt that he must redirect and revitalize the marketing campaign. Stephen A. (593109). by Frank V. if so. Food. Marketing strategy. (801A06). Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation. market segmentation. the seven regional Bell companies. Kenneth G. and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. (A) Author(s): Greyser. Chen Xiao. the immediate case decisions are: 1) whether to hire an additional manager. Marketing organization. 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. and its organization structure and decision-making processes. Author(s): Beamish. 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. John L. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. Hence. Intellectual property. Ken Mark 592047 Title: Bell Communications Research Author(s): Corey. 17p. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes. Created and owned by the Chinese university at which the new technology had been invented. Ken Publication Date: 06/04/2001 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Toronto International Hospital was a new private facility being built in Beijing that would offer a full range of general and specialized Western-quality medical services to a very specific market segment: expatriates and wealthy Chinese families. the effectiveness of positioning via mass media to change consumers' nutritional perceptions. (588077). by Paul W. A new CEO. Yue. Negotiations. Goode. Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser. Medical supplies. Medical supplies. and 2) if so. has just succeeded Mr. Marketing strategy Length: 18p Supplementary Materials: Teaching Note. Pricing. by Frank V. E. The CEO found that as the building neared completion. Joint ventures. budgetary considerations. Commodity markets. Dr. what) modifications are warranted for the upcoming year. They are deciding on whether (and.. by Kenneth G. by Robert D. Stephen A. which resulted in a cash shortage. 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. He considered several options and had to determine what would work best in the Chinese market. 9p. Beamish. Product management. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11. The division has authorization to hire an additional marketing manager. and advertising evaluation. Market segmentation. what should be the role and responsibilities of a new manager within the marketing organization. Market entry. Buzzell. Describes Bellcore's relations with its owners. 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.. (898M33). 11p. Cespedes 513050 Title: Beech Aircraft Corp. including historical approaches to advertising. Membership cards were sold that entitled each member to a distinct level of hospital service. Marketing organization. International marketing. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns. Aircraft. More specifically. Market research. Industry developments.. Agriculture.

(589031). (E). Benson P. Inc. (589032). Cosmetics. The case is fairly heavily disguised. (C). Interdepartmental relations. Interdepartmental relations. the regulator environment is rapidly changing. Inc. and marketing strategies. Inc. Inc. Product lines Length: 6p 589030 Title: Bella Beauty Products. 1p. NJ Industry Setting: Communications industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Communications industry. Market segmentation. Sales management Length: 1p 589034 Title: Bella Beauty Products. Marketing management. and (G). Inc. (C). While it only absolutely needs Bella Beauty Products. 1p. Cosmetics. Industry Setting: Cosmetic. and (F). To be used with Bella Beauty Products. (C) and (D). Market segmentation. Supplement (Gen Exp). Assignment Sheet Author(s): Shapiro. Benson P. Benson P. Geographic Setting: United States Industry Setting: Cosmetic. special marketing to a non-regional segment--this one is the Hispanic market. (589033). Marketing management. Each views the data in a way sympathetic to her/his own organizational position. and population data on regions. (C). Publication Date: 09/20/1988 Product Type: Supplement (Gen Exp) 07/02/11 39 Abstract: Provides data to enhance. Supplement (Gen Exp). Geographic Setting: United States Industry Setting: Cosmetic. Marketing management. (A). Inc. Personal care products Company Size: large Gross Revenues: $1. Inc. Cosmetics. Inc. Industry Setting: Cosmetic Subjects: Consumer marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Must be used with: (589030) Bella Beauty Products. Provides extensive data on ten customers and the company's product lines. Inc. Must be used with: (589030) Bella Beauty Products. plant shipments by product line. (B). Interdepartmental relations. Sales management Length: 4p 589033 Title: Bella Beauty Products. Product lines. and the seven "baby Bells" are moving into other sectors of the telecommunications industries in the United States and expanding abroad. Sheds light on governance structures and processes in R&D consortia and also raises strategic issues concerning Bellcore's future. (E) Author(s): Shapiro. Inc. Benson P. 4p.2 billion sales Subjects: Cosmetics. Inc. Product development. Industry Setting: Cosmetic Subjects: Consumer marketing. (B) Author(s): Shapiro. Decentralization. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: Describes a confrontation between the sales and marketing vice presidents concerning regional marketing. (C). Regulated industries.S. Cosmetics. Benson P. Marketing management. Strategy formulation Length: 22p 588048 Title: Bella Beauty Products. Product management Length: 25p 588049 Title: Bella Beauty Products. if desired. Must be used with: (589030) Bella Beauty Products. Inc. research and development. Inc.Marketing Marano. May be used with Bella Beauty Products. Research & development Length: 5p 589084 Title: Bella Beauty Products. (F). and manufacturing. Marketing management. 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. This case raises issues about country managers and product line managers. Shapiro. Organizational structure. managers of Bella Beauty Products were deciding how to approach the skin care market. and promotional diversions. Includes regional sales by product line. It involves a meeting of the president with her vice presidents of sales. Describes the business and the way in which the different functional departments work with one another. The relationships have serious problems. Personal care products Company Size: large Subjects: Centralization. by Benson P. (G) Author(s): Shapiro. the discussion in Bella Beauty Products. Market analysis. the Bellcore's first chairman. Inc. Benson P. the discussion will benefit from the (B) through (E) cases. 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. (C). (D). by Benson P. Inc. marketing. Market segmentation. Industry Setting: Cosmetic Subjects: Consumer marketing. Geographic Setting: United States Industry Setting: Cosmetic. Inc. by Benson P. Publication Date: 01/07/1989 Revision Date: 02/27/1989 Product Type: Case (Gen Exp) Customer Service Department • 60 Harvard Way • Boston. (D) Author(s): Shapiro. Interdepartmental relations. The task is to prioritize the ten accounts. Cosmetics. Interdepartmental relations. Personal care products Company Size: large Gross Revenues: $1 billion sales Subjects: Consumer marketing. Inc. 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. Benson P. Shapiro. Sales management Length: 1p 589032 Title: Bella Beauty Products. (A) for background. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: To be used with Bella Beauty Products. Benson P. and career choices. (C) Author(s): Shapiro. May be used with Bella Beauty Products. corporate marketing. (A) Author(s): Shapiro. Market segmentation. (C). Personal care products Company Size: large Gross Revenues: $1. Sales management Length: 8p Supplementary Materials: Supplement (Gen Exp). (C). Shapiro 589031 Title: Bella Beauty Products. Publication Date: 10/03/1988 Revision Date: 02/09/1990 Product Type: Case (Gen Exp) Abstract: In 1989 the corporate and U. Interdepartmental relations. 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. (F) Author(s): Shapiro. Market selection.2 billion sales Subjects: Cosmetics. Organizational structure. Product development. Organizational problems. Interdepartmental relations. telecommunications technology is rapidly evolving. Customer relations.

Planning. Inc. Supplement Author(s): Goldberg. Organizational problems. She must now develop a long-range industry strategy as communications chair of the Degradable Plastics Council. Irina. (B) Author(s): Greyser. calls for creative adaptation of Concept 3. Inc. Reduced profitability in 1996. Environmental protection. Inc. Interdepartmental relations. (G). Barry Commoner. Womack. Womack 591106 Title: Beresford Packaging. Environmental protection. Geographic Setting: United States Industry Setting: Cosmetic. Shapiro 589085 Title: Bella Beauty Products. an electronics retailer. V. (A). Reduced profitability in 1996. on the specific charges by the environmental group. 6p. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. she must plan her approach on the program. 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. (599115).. calls for creative adaptation of Concept 3. Management communication. (A). must decide whether or not to appear on network TV to defend the industry against a Greenpeace attack. carton & container industries Subjects: Communication strategy. Marketing wants product extensions and R&D wants new technology.. Industry Setting: Agribusiness. Deanne F. Chakravarthy. O'Keefe.2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Year New: 2006 598016 Title: Best Buy Author(s): Rangan. Personal care products Company Size: large Subjects: Cosmetics. Competition. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: LACC Case Abstract: Documents the evolution of Best Buy. Diversification. Deanne F. by Stephen A. boosting its sales ($7. (G). Product development. 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. Data on recent new product and line extension projects is provided. Spanish Version Author(s): Rangan. Product lines. (591106). (589085). Marketing strategy. 10p. If Beresford accepts the invitation. Must be used with: (591105) Beresford Packaging.2 billion revenues Subjects: Competition. Must be used with: 07/02/11 (591042) Bernard Matthews PLC. Distribution channels. an electronics retailer. Tarsis. Baleji S. Sales organization Length: 29p 591056 Title: Bernard Matthews PLC. Baleji S. Product development. Inc.. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Stephen A. (A) Author(s): Greyser. Rajiv. Interdepartmental relations. New product marketing. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. and on Beresford's own company situation and products. by V. from its founding in 1966 to its very successful "Concept 2" strategy in 1996. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .Marketing Abstract: Concerns a classic marketing/research and development (R&D) conflict around product development. Subjects: Communication strategy. Publication Date: 01/10/1989 Product Type: Supplement (Gen Exp) Abstract: Focuses on one sentence in a memo from the vice president of finance. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Kasturi Rangan.. Ray A. by Benson P. (A&B) Author(s): Corey. however.: CustomerCentricity Author(s): Lal. Packaging. This case describes her preparation and strategy for the appearance and the program itself. Public relations Length: 6p 571059 Title: Bergman Wire & Cable Co. Inc. New product marketing. Stephen A. Designed to help sensitize students to the importance of carefully choosing words and tone in interdepartmental communication. Supermarkets Subjects: Agribusiness. in the dual roles of head of her own major biodegradable plastics packaging firm and communications chair of the Degradable Plastics Council. 1p.2 billion) past industry #1 Circuit City. Can be used with just Bella Beauty Products. where she would debate environmentalist leader Dr. Management communication. Organizational problems. Geographic Setting: United States Industry Setting: Packaging. Sales management. V. Supermarkets Length: 2p 40 506S15 Title: Best Buy. Packaging. Baleji S. Public relations Length: 13p Supplementary Materials: Supplement (Field). Geographic Setting: New England Industry Setting: Wire & cabling Event Year Start: 1959 Event Year End: 1961 Subjects: Organizational change. Inc. Customer Service Department • 60 Harvard Way • Boston. Product lines. Inc. E. Supplement Author(s): Shapiro. Publication Date: 03/21/1991 Product Type: Case (Field) Abstract: Jill Beresford. boosting its sales ($7.2 billion) past industry #1 Circuit City. Research & development Length: 8p Supplementary Materials: Supplement (Gen Exp). Chakravarthy. Womack. Kasturi. Retailing Length: 30p Supplementary Materials: Teaching Note. Benson P. Industry Setting: Cosmetic Subjects: Cosmetics. Must be used with: (589084) Bella Beauty Products. Background information is provided on degradable plastic packaging. conscious that her own firm is planning to make a public offering of its shares. Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Supplements Bernard Matthews PLC. The vice president of human resources views the conflict as "cultural" while the vice president of finance views it as capital budgeting. Research & development Length: 1p 591105 Title: Beresford Packaging. Kasturi. Greyser. Deanne F. however. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: Case (Field) Abstract: Documents the evolution of Best Buy. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7. Chakravarthy 506055 Title: Best Buy Co.

Competition. Sales management.. and the product--converge.28. Richfield. a loss of $2 billion in market cap. Nine pages of exhibits include market trends. 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. Industry Setting: Fast food industry. Jeffrey F. 2005. they are recruiting machines into the workforce for greater effectiveness. not $0. success is based on how well firms manage interactions with customers. and related services in North America. was the leading retailer of consumer electronics. Best Buy missed its third-quarter earnings per share (coming in at $0. Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27. Short on appropriately skilled labor and flush with new intelligent technologies. Hospital administration. Inc. Industry Setting: Advertising industry. Bernard J.. Jeffrey F.: CustomerCentricity. 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.3 billion. CannonBonventre. In Best Face Forward.3 billion. Richfield. Irina. pricing and service characteristics. By making effective displays. Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27. Best Buy missed its third-quarter earnings per share (coming in at $0. Health services. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. Boston Author(s): Lovelock. home-office products. competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human. Inc. the retailer. Minn. Tarsis. was the leading retailer of consumer electronics. a loss of $2 billion in market cap. Future Shop in Canada. Services Length: 272p List Price: $32. including a new set of segment leaders. 9p. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co. Retail industry Subjects: Automation. Regulation Length: 19p Supplementary Materials: Teaching Note. marketers can address the various interests of the manufacturer. The company's stock price fell nearly 12% that day. Christopher H. Sales promotions Length: 7p Customer Service Department • 60 Harvard Way • Boston. and cost and occupancy data. not $0.Marketing Knoop. competitive profiles. more intensive competition. and the consumer.-based Best Buy Co. and changing expectations of maternity care by women. designing appropriate. Service management. Retailing. Rayport and Bernard J. 2005. For the eight years leading up to 2004. Spanish Version Author(s): Lal. 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. Inc. Minn. home-office products. Its operations included the distinct store formats Best Buy. Bernard J. MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Rayport is chairman and founder of Marketspace LLC. But on December 13. (581008). Jaworski. and Magnolia Audio Video as well as service provider Geek Squad. by Christopher H. Pricing strategy. Kristina Publication Date: 11/01/1983 Product Type: Harvard Business Review Article Abstract: The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer. visionary managers are not just outsourcing or sending work offshore for greater efficiency. Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. Geographic Setting: Boston. Public policy. Knoop. Far from dehumanizing the workforce. T. 07/02/11 Information technology. Marketing strategy. a declining birth rate.95 41 579180 Title: Beth Israel Hospital. Jaworski argue that as this "frontoffice automation" revolution unfolds. Retailing.. Bloom.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Retail industry Subjects: Advertising. including a new set of segment leaders. and hybrids of both--to surpass current levels of performance and service. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever. a subsidiary of Monitor Group... John A. Important environmental trends include increasing government health regulation. making shopping exciting. 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. 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. The company's stock price fell nearly 12% that day. 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. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch.-based Best Buy Co. Customer service. 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.28. For the eight years leading up to 2004. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. and Magnolia Audio Video as well as service provider Geek Squad.30). and related services in North America. the money. Its operations included the distinct store formats Best Buy. Electronic commerce. Process innovation. easily identifiable packaging. Future Shop in Canada. Jeffrey F. Rajiv.30). Based on extensive research inside both start-up and established businesses. automated. But on December 13. and focusing in-store advertising media on the POP. Marketers must make the most of the communications possibilities at this point to increase their sales. Nonprofit marketing.

But someone who knows lots of people doesn't necessarily have an effective network because networks often pay off most handsomely through indirect contacts. Different abilities are required in each stage of the sale: identifying prospects. Inc. Marketing implementation. gaining buy-in from potential customers. Legal services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 89506 Title: Beware the Pitfalls of Global Marketing Author(s): Kashani. Competition. and skills development--to encourage salespeople to adopt a network-based view and make the best possible use of social webs. by Thomas V. Do a salesperson's contacts know all the same people. and communications mix decisions relating to the launch of BioMAb. the density of the connections in a network is important. Marketing strategy. David Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Anyone in sales will tell you that social networks are critical. confidence. Marketing strategy Length: 10p Year New: 2005 07/02/11 42 583033 Title: Binney and Smith. Karen A. But that's a vast oversimplification. the West German company Henkel relaunched Pattex. 17p. MA Industry Setting: Computer hardware. Bonoma. Cost benefit analysis. for example.: The Fun Center Program Author(s): Bonoma. an internationally accepted but stagnating contact adhesive. a new cancer drug in India. 13p. International marketing. Companies that take steps of this kind to help their sales teams build better networks will reap tremendous advantages. and the strength of relationships. Sales organization. the CEO of Biocon has to make product launch timing. Dawar. Distribution planning. its glue stick. marketing professors Mark Vandenbosch and Niraj Dawar have posed that question to more than 1. 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. and product support and riskoriented factors such as trust.000 units by 1986. (583135). narrow vision. 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 salesperson's job changes over the course of the selling process. Carlson 508026 Title: Biocon: Launching a New Cancer Drug in India Author(s): Narayandas. Product management Length: 7p SMR084 Title: Beyond Better Products: Capturing Value in Customer Interactions Author(s): Vandenbosch.000 Gross Revenues: $155 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note. at generating unique information. ultimately. And despite the vast range of industries represented by the executives they probed. depends on the salesperson acquiring precise and timely information about opportunities from contacts in the marketplace. and current plans for servicing the projected 16. Customer service. Thomas V. PA Industry Setting: Commercial art products Company Size: mid-size Gross Revenues: $94 million revenues Subjects: Consumer marketing. In 1980. Marketing management. Moreover. or are their associates widely dispersed? Sparse networks are better. Mark. 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. Tuba. Das Narayandas Customer Service Department • 60 Harvard Way • Boston. Electronic components. (5-509-039). Customer relations.500 units currently in retail outlets. Managers often view sales networks only in terms of direct contacts. The more contacts you have. the executives cited cost-oriented factors such as convenience. a multishelved merchandising unit intended for food and drug chains. and inflexibility in implementation. Closing the deal requires the salesperson to mobilize contacts from prior sales to act as references. Other pitfalls include overstandardization. Karen A. by Sunil Gupta. B&S developed the Crayola Fun Center. Geographic Setting: Boston. Geographic Setting: Easton. channel. Niraj Publication Date: 07/01/2002 Product Type: SMR Article Abstract: Why do your customers choose to buy from you rather than from your competition? For the past three years. The strategy failed. Kamran Publication Date: 09/01/1989 Product Type: Harvard Business Review Article Abstract: In 1982. pricing. and closing the deal. Godes. and service merchandisers. Subjects: Competitive advantage. The concept of retail servicing is new to B&S. The unit was designed to hold most of the Crayola brand items in a single display. as art materials traditionally are shipped to the retailer and placed on the shelf by the retailer. Success in the first stage.Marketing R0607H Title: Better Sales Networks Author(s): Ustuner. Subjects: Brands. A committee of managers from headquarters and subsidiaries should oversee the global marketing process. Retailing. the more sales you'll make. Toy industry Length: 20p Supplementary Materials: Teaching Note. creating solutions. For example. Gupta. Merchandising. ease of doing business. for instance. Different configurations of networks produce different results.500 senior executives in interviews and group discussions. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . mass merchandisers. the more leads you'll generate and. compensation. Managers can use three levers--sales force structure. 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. Geographic Setting: India Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 3. As the main drivers of customer choice. Carlson. Sunil Publication Date: 08/28/2007 Revision Date: 11/26/2008 Product Type: Case (Field) Abstract: Kiran Majumdar-Shaw. Das. The experience illustrates two pitfalls of global marketing: insufficient use of research and poor follow-up. and the salesperson who develops a nuanced understanding of social networks will outshine competitors. The vice president of marketing must decide on immediate plans to service the 1. The relaunch was successful and Henkel attempted to duplicate it with Pritt. The authors illustrate five different strategies that some companies are using to build a sustainable advantage..

John T. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology. when the Swatch was introduced. Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: LACC Case Abstract: In 1993. Thai Drugs Co. Ltd.Marketing Year New: 2007 589113 Title: Biokit S. and those in charge of the Hemopure.. Product lines Length: 22p 598150 Title: Biopure Corp. as its general manager. 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. New product marketing. Author(s): Gourville. has just received government approval to release Oxyglobin. Market segmentation. Traces the history of the watch industry up to the early 1980s. Communication strategy.: Designing a New Sales Compensation Plan Author(s): Barclay. Also includes a discussion of SMH. 07/02/11 43 where product approval is never a certainty until achieved. Donald W. which controls Swatch. Switzerland Length: 15p Supplementary Materials: Teaching Note. Geographic Setting: Thailand Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note. In response to the timing of approval for these two products. has just revised Biomed's market strategy. John A. Biomed Co.9 billion revenues Subjects: Brand management. Author(s): Quelch. Product lines Length: 18p Supplementary Materials: Teaching Note. a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: Case (Field) Abstract: It is early 1998 and Biopure Corp. (599094). Ltd. a change that created the need to realign the sales compensation system to fit with the new strategy... who want to see the animal product released immediately. Ltd. a small biopharmaceutical firm with no sales revenues in its ten-year history. John T. A virtually identical product for the human market. Chiemchanya. New product marketing. Barclay Year New: 2007 502S01 Title: Biopure Corp. Describes the various elements that made the Swatch different from any watch the industry had ever seen. 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. Exacerbating the problem is the nature of the biopharmaceutical industry. 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. Spanish Version Author(s): Moon. is in the final stages of testing by Biopure and is expected to gain approval within one to two years. Distribution. Also includes a discussion of SMH. Exacerbating the problem is the nature of the biopharmaceutical industry. Nueno. 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. exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total. by John T. there has been a long-running debate within Biopure as how to proceed with Oxyglobin. has just received government approval to release Oxyglobin. (806A37).. At odds are those in charge of Oxyglobin. 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. by Donald W. 7p. 18p. where product approval is never a certainty until achieved. is in the final stages of testing by Biopure and is expected to gain approval within one to two years. At odds are those in charge of Oxyglobin.. Quelch 906A37 Title: Biomed Co. Marketing strategy. 13p.A. (594084). Gourville BESTSELLER 504096 Title: The Birth of the Swatch Author(s): Moon. The new general manager was charged with this responsibility. Product planning & policy Length: 28p Supplementary Materials: Teaching Note. Hemopure. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: LACC Case Abstract: It is early 1998 and Biopure. In response to the timing of approval for these two products. Market segmentation. Europe. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology. Biomed's parent company. 19p. (505010). Spanish Version Author(s): Gourville. Marketing strategy. exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in Customer Service Department • 60 Harvard Way • Boston.. Marketing strategy. Consumer marketing. there has been a long-running debate within Biopure as how to proceed with Oxyglobin.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2. Market positioning. Pricing strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . which controls Swatch. Marketing strategy. who want to see the animal product released immediately. and those in charge of the Hemopure. the Swatch is the best-selling watch in history. Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: Case (Library) Abstract: In 1993. Geographic Setting: Spain Industry Setting: Biotechnology industry Company Size: small Gross Revenues: $7 million sales Subjects: Biotechnology. Hemopure.. by John A.. Consumer goods. a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. when the Swatch was introduced. Pricing strategy. A virtually identical product for the human market. the Swatch is the best-selling watch in history. by Youngme Moon Year New: 2004 506S10 Title: The Birth of the Swatch. Product development.. 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. Traces the history of the watch industry up to the early 1980s.

(595062). This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i. 14p. (B): "Operation Sudden Impact". Geographic Setting: United States Industry Setting: Hand tools & power tools Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Brands. its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors). by Youngme Moon 595057 Title: The Black & Decker Corp. which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. To date. (598106). Robert J. International marketing. Must be used with: (595057) The Black & Decker Corp. 6p.: Household Products Group (A) Author(s): Quelch. Teaching Note. (C): "Operation Sudden Impact" Results-1992-94 Author(s): Dolan. Tools Length: 6p Supplementary Materials: Case Video. (501026).com Author(s): Moon. John A. 25 min. It then makes its findings available to consumers in the form of "BizRate star ratings. Teaching Note. by Robert J. (596511). Robert J. by Robert J. 22p. Competition. Product introduction. Competition. (598106). Bates. Tools Length: 13p Supplementary Materials: Supplement (Field). Product introduction. Robert J. Geographic Setting: United States Industry Setting: Hand tools & power tools Gross Revenues: $4 billion revenues Subjects: Brands. (A): Power Tools Division. Dolan 9-507-S18 Title: Black & Decker Corp.Marketing total.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2. Product introduction. 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." which are displayed on its website. Product introduction. particularly in Europe and Japan. by Robert J. International marketing. Black & Decker acquired the housewares division of General Electric. Marketing strategy. (595061). In October 1999 (Red October). Spanish Version Author(s): Dolan. 22p. The new vice president of marketing is reviewing the roles and 1985 budgets for advertising. International marketing. (598106). by Robert J. 2p. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes the initial results of Black & Decker's strategy in the United States. (B): "Operation Sudden Impact" Author(s): Dolan." Must be used with: (595060) The Black & Decker Corp.. Competition. (D): DeWalt Opportunities in Europe and Japan Author(s): Dolan. Must be used with: (595057) The Black & Decker Corp. Supplement (Field). (A): Power Tools Division. International marketing. Cynthia A. Marketing strategy. Black & Decker is anxious to regain its market share leadership in particular segments of the market. (598106). Publication Date: 03/30/1995 Revision Date: 06/20/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's strategy for the tradesmen market. Tools Length: 25 min List Price: $150. Includes color exhibits. Industry Setting: Tool Subjects: Brands. Dolan 595062 Title: The Black & Decker Corp. Customer Service Department • 60 Harvard Way • Boston. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by Robert J. by Robert J. Marketing strategy. (B): "Operation Sudden Impact. Video Author(s): Black & Decker Publication Date: 03/06/1996 Product Type: Case Video Abstract: Designed for use with Black & Decker Corp. (A): Power Tools Division Author(s): Dolan. but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. 3p. by Robert J.. Industry Setting: Tool Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 44 595061 Title: The Black & Decker Corp.00 Supplementary Materials: Teaching Note. Competition. Dolan. 22p. Publication Date: 03/30/1995 Product Type: LACC Supplement Abstract: Describes the initial results of Black & Decker's strategy in the United 07/02/11 States. (A): Power Tools Division. Dolan. Geographic Setting: California Industry Setting: Internet & online services industries Number of Employees: 200 Gross Revenues: $10 million revenues Subjects: Direct marketing. (C): "Operation Sudden Impact" Results-1992-94. 22p. sales promotion. Tools Length: 3p Supplementary Materials: Teaching Note. Dolan 587056 Title: Black & Decker Corp. by Robert J. BizRate introduced a number of e-commerce initiatives. Supplement (Field). Marketing strategy. Industry Setting: Tool Subjects: Brands. Must be used with: (595057) The Black & Decker Corp. Electronic commerce.e. by Black & Decker.9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 501024 Title: BizRate. 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. Tools Length: 2p Supplementary Materials: Teaching Note. (598106). Competition. Robert J. Appliances. (595060). and merchandising in support of the brand transition from GE to Black & Decker. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. Marketing strategy. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's challenges in international markets. Robert J. Dolan. Publication Date: 08/12/1986 Revision Date: 03/01/1987 Product Type: Case (Field) Abstract: In April 1984. Industry Setting: Tool Subjects: Brands. Product introduction. Dolan BESTSELLER 595060 Title: The Black & Decker Corp. Market research Length: 22p Supplementary Materials: Teaching Note. continue to collect point-of-sale and follow-up data. International marketing. Dolan 596511 Title: The Black & Decker Corp. (B): "Operation Sudden Impact" (DeWalt Introduction). 22p.

Must be used with: (599075) Viacom's "Blockbuster" (A). Industry Setting: Entertainment industry. Quelch.5 billion assets Subjects: Appliances.: Household Products Group. Consumer marketing. "It's Glove Girl. and consumer rebates has been condensed. Quelch. (587155). Retailing. Craig Smith 590100 Title: Black & Decker Corp. N. More important. Teaching objectives include: 1) managing a product recall. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. the blogger. Brands. Sales promotions Length: 15p Year New: 2008 588015 Title: Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. (593036)." "Who is she?" Will asked. Drumwright. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Merchandising. 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. 2) the use of direct marketing in product recall. Appliances. 3) the role of public relations in product recall. Pamela." Judy said. Spanish Version Author(s): Quelch. Ethics.: Spacemaker Plus Coffeemaker (A) Author(s): Smith. Consumer marketing. Sales promotions Length: 25p Supplementary Materials: Teaching Note. often Customer Service Department • 60 Harvard Way • Boston. Retail industry Subjects: Distribution channels.: Household Products Group (A1) Author(s): Quelch. by John A.5 billion sales Subjects: Appliances. and 3) the meaning of customer care. Ray. (593036). Ethics. Quelch 587057 Title: Black & Decker Corp. Lancaster-Webb's communications chief. "I think she may have stolen your crowd. and 4) impact of product recalls on product brands. 18p. and consumer rebates has been condensed. by John A. Appliances. (587155). 16p. Craig Smith 500087 Title: Blockbuster (B) Author(s): Rangan. dating discounts. Vertical integration Length: 6p R0309Z Title: A Blogger in Their Midst (Commentary for HBR Case Study) Author(s): Suitt. Halley.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. May be used with: (590099) Black & Decker Corp. by John A. 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. (591068). volume rebates. Sales promotions Length: 14p Supplementary Materials: Teaching Note. Minette E. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Bates.: Household Products Group. cooperative advertising. promotion programs. 16p. Product safety Length: 12p Supplementary Materials: Teaching Note. HPG's president has to decide whether the product should be recalled and. Withdrawn 11/19/01. Cynthia A. Product recalls. Minette E.. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2. Merchandising. John A. as if this explained anything. Publication Date: 10/02/1987 Revision Date: 10/06/1992 Product Type: Case (Field) Abstract: This rewritten version differs from Black & Decker Corp. Cynthia A. medical director of the Houston Clinic. Merchandising.. Quelch 502S12 Title: Black & Decker Corp. She came over to him. Product safety Length: 18p Supplementary Materials: Teaching Note. This newly introduced product is a "Key Introduction" for Black & Decker's Household Product Group (HPG). by John A. Objectives include: 1) factors in product recall effectiveness and success. Bates. Craig Publication Date: 05/01/1990 Revision Date: 10/23/1991 Product Type: Case (Field) Abstract: Describes the highly 07/02/11 45 successful recall of the Black & Decker Spacemaker Plus Coffeemaker. Drumwright. Brands. 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. whose always outspoken.. Brand Transition. Marketing implementation. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. Ozzie. May be used with: (590100) Black & Decker Corp. Sales promotions Length: 28p Supplementary Materials: Teaching Note. Entertainment industry. 18p. Reitz. Merchandising. Consumer marketing. Marketing implementation. N. He made a "What's up?" gesture to Judy Chen. Homa must decide on a program to transfer the Black & Decker name to GE small appliances. 2) ethical considerations in product safety and product recalls. Consumer marketing.Marketing Brands. John A. how the recall should be implemented. V. Appliances. Howard Firestone Publication Date: 06/30/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. sales prospect Samuel Taylor. You know. Samuelson.: Spacemaker Plus Coffeemaker (B). N. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. Electric industries.: Spacemaker Plus Coffeemaker (B) Author(s): Smith. Brands. John A. Brand Transition Author(s): Quelch. Product recalls. if so. promotion programs. purchase allowances. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: This rewritten version differs from Black & Decker Corp.. Erin Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. Consumer marketing.. Bates. purchase allowances. had failed to show. 15p. dating discounts. cooperative advertising. Weinberger. volume rebates. and 2) The detailed information concerning advertising. N. Consumer marketing. Quelch 590099 Title: Black & Decker Corp. Electric industries. Glove Girl was a factory worker at Lancaster-Webb.: Spacemaker Plus Coffeemaker (A). Cynthia A. Motameni. and 2) The detailed information concerning advertising. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions. by John A. Kasturi. David.

Marketing strategy Length: 4p Year New: 2004 R0309A Title: A Blogger in Their Midst (HBR Case Study and Commentary) Author(s): Suitt. The founder. Lancaster-Webb's communications chief. "It's Glove Girl. online diarist is more of a liability than an asset to her employer. Dave Balter. What. though. medical director of the Houston Clinic. more enduring relationship with the customer. should Will do about Glove Girl? May be used with: (R0309X) A Blogger in Their Midst (HBR Case Study). as well as about blogs specifically. Motameni. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients. but he quickly learned about its power in a briefing with his staff. Halley. employees. "I think she may have stolen your crowd. Internet. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. Glove Girl was a factory worker at Lancaster-Webb. and ubiquity of the Internet have not only transformed businesses. the blogger. Halley Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. whose always outspoken. It also provides examples of other corporate blogs. What. orders had surged. often informative postings on her web log had developed quite a following. This fictional case study considers the question of whether a highly credible." Judy said. Will was new to the world of blogging. Glove Girl had questioned the Houston Clinic's business practices. though. but sometimes inaccurate and often indiscreet. Pamela. Human resources management. More important." Judy said. the blogger. should Will do about Glove Girl? May be used with: (R0309Z) A Blogger in Their Midst (Commentary for HBR Case Study). had failed to show. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. and allows for students to weigh the benefits and drawbacks of this potentiallyimportant form of communication. and is considering shutting it down. he has been unhappy with the level of interaction the blog has been generating. Weinberger. What. but also altered the relationship between the business and the customer. and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. but sometimes inaccurate and often indiscreet. She came over to him. Tanuja. if anything. More recently. sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. online diarist is more of a liability than an asset to her employer. You know. This fictional case study considers the question of whether a highly credible. More recently. Ozzie. Glove Girl had questioned the Houston Clinic's business practices. Internet. and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. sales prospect Samuel Taylor." "Who is she?" Will asked." However. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. This paper discusses blogs within the context of creating this new. Subjects: HBR Case Discussions. 17p. posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. orders had surged. Human resources management. "It's Glove Girl. VeronJackson. sales prospect Samuel Taylor. "I think she may have stolen your crowd. 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." "Who is she?" Will asked. Will was new to the world of blogging. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Customer Service Department • 60 Harvard Way • Boston. Human resources management. David Publication Date: 04/14/2008 Revision Date: 05/15/2008 Product Type: Color Case Abstract: BzzAgent is a word-of-mouth marketing firm. Glove Girl had questioned the Houston Clinic's business practices. Internet. More recently. whose always outspoken. Joe Publication Date: 07/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: The emergence. You know. Cullinane. Software industry Subjects: HBR Case Discussions. though. proliferation. but also tries to engage them with the company. Glove Girl was a factory worker at Lancaster-Webb. Ray Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time. Liza.Marketing informative postings on her web log had developed quite a following. He made a "What's up?" gesture to Judy Chen. had failed to show. if anything. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. should Will do about Glove Girl? Industry Setting: Medical supplies. online diarist is more of a liability than an asset to her employer. but he quickly learned about its power in a briefing with his staff. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves. Marketing strategy Length: 8p NEW R0309X Title: A Blogger in Their Midst (HBR Case Study) Author(s): Suitt. Industry Setting: Internet & online services industries. Subjects: HBR Case Discussions. but sometimes inaccurate and often indiscreet. She came over to him. medical director of the Houston Clinic. The case provides a context for a discussion about word of mouth marketing and social media. Will was new to the world of blogging. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. orders had surged. (5-508-118). 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. as if this explained anything. if anything. This fictional case study considers the question of whether a highly credible. Lancaster-Webb's communications chief. and "agents. More important. but he quickly learned about its power in a briefing with his staff. Telecommunications industry Number of Employees: 75 Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 51p Supplementary Materials: Teaching Note. often informative postings on her web log had developed quite a following. Erin. Media. He made a "What's up?" gesture to Judy Chen. as if this explained anything. Samuelson. by David Godes Year New: 2008 BH281 Title: Blogging: A new play in your marketing game plan Author(s): Singh. David. Marketing strategy Length: 4p 07/02/11 Year New: 2004 46 508102 Title: Blogging at BzzAgent Author(s): Godes.

In this article. The professional hair care line consisted primarily of shampoos.0. Management communication. it conjures pictures of shameless self-promoters bent on manipulating every contact for personal gain. 07/02/11 47 Robert J. mousse. the next generation of the Internet. Demand analysis. It has been very difficult for companies to isolate what drives consumer behavior. Day skiers at the facility are surveyed about their potential interest during the months of February and March. 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. Market research. delivery. Industry Setting: E-commerce. Kasturi. "Experimental design" techniques. and styling products (gels. By using mathematical formulas to select and test a subset of combinations of variables. Subjects: Interpersonal relations. conditioners. Recreation Company Size: small Subjects: Canada. let people project the impact of many stimuli by testing just a few of them. it just plain doesn't work. Geographic Setting: Ontario Industry Setting: Amusement park & attraction industry. Marketing implementation. Subjects: Consumer marketing. Lawrence. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. 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.50 R0109K Title: Boost Your Marketing ROI with Experimental Design Author(s): Almquist. Burke. Statistical analysis. The marketing manager's challenge was to select one of three promotional alternatives--get three for the price of two. They create their own storyboards but are not sure if they are truly better. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. 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. 6p. 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. Pankaj. Terry H. Networks Length: 2p List Price: $4. 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. and dissemination of marketing messages is also demonstrated. marketers can model hundreds or even thousands of marketing messages accurately and efficiently--and they can adjust their messages accordingly. The company can then analyze the experiment's implications for its resources. supermarket circulars. But that sort of networking is not only ethically questionable.. Eric. Tom Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Networking has a bad reputation in some circles. V. In this article. and profitability. largely because there are so many possible combinations of stimuli. Murray J. while retaining or building brand equity. receive a gift with purchase. but has no time to collect further data. so the management undertakes a market research study.Marketing Blogs are discussed within the framework of Web 2. telephone solicitations. provided health and beauty products and advice that enhanced personal well-being. one of the best known and respected retail names in the United Kingdom. (805A22). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Recreation Length: 20p Supplementary Materials: Teaching Note. Bryant. which have long been applied in other fields. by Robert J.000 budget to combat drug abuse among Boston's school-going population. Web services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p 83A025 Title: Blue Mountain Resorts Ltd. The alternative selected would have both immediate effects on costs and sales. adopting a scientific approach to it may actually make it easier--and more cost effective--for companies to target the right customers. Still. and Internet banner ads. Demand is very uncertain. His primary objective was to drive sales volumes and trade-up consumers from lower value brands. 15p. in which they used experimental design techniques to test that company's e-mail marketing campaign. Gordon Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: Consumers are regularly blitzed with thousands of marketing messages--television commercials. The resort's management is suspicious about the validity of the results of the research. Customer Service Department • 60 Harvard Way • Boston. etc. Murray J. Marketing strategy. wax. True networking is built on a solid foundation of respect and reciprocity. Spanish Version Author(s): Rangan. or an on-pack coupon--for the Christmas season.. Biz Ware. Jennifer Publication Date: 10/30/1987 Product Type: LACC Case Abstract: Describes in detail the research mounted by five individuals with a $20. revenues. 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. Wyner.: The Night Skiing Decision Author(s): Deutscher. The use of blogs by several companies as tools to better engage the customer in the creation. networking experts give their tips for building a personal and professional network that works. Fisher. by Terry H. Retail industry. consultants Eric Almquist and Gordon Wyner explain that although marketing has always been a creative endeavor. Marketing planning. Deutscher C0204B Title: A Blueprint for Constructing a Personal and Professional Network Author(s): Krattenmaker.) developed in collaboration with United Kingdom's top celebrity hairdressers. which is comprised of user-generated content and social computing. May be used with: (504008) Meloche Monnex. The authors use a fictional company. (883A25). Geographic Setting: Boston. Fisher. Bryant Year New: 2006 507S21 Title: Boston Fights Drugs (A): Designing Communications Research. The authors also present the results of their work with Crayola. but also longterm implications for the brands involved. a lot of these messages fail to hit their targets or elicit the desired response: the purchase of a product or service.

and 07/02/11 48 additionally. David. Social enterprise. by Thomas J. Inc. Thomas V. Customer retention. the movement to banish unprofitable customers seems reasonable. Market segmentation. Industry Setting: Advertising industry Subjects: Advertising. Video Author(s): Ad Council. and Whaler sales ordinarily did not account for the majority of dealer revenues. Tomlinson. minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Public relations. by Ad Council. Sales promotions. 7p. Implementation. customers. (588032) Boston Fights Drugs (B): Converting Research to Action. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. Doug. Kasturi Rangan. commercial. But writing off a customer relationship simply because it is currently unprofitable is at best rash and at worst counterproductive. Customer Service Department • 60 Harvard Way • Boston. V. by Thomas V. Considerable public pressure against this decision has led to a reassessment of current advertising and editorial policy. Geographic Setting: Massachusetts Industry Setting: Boating Company Size: small Gross Revenues: $40 million sales Subjects: Distribution planning. Shipbuilding Length: 22p Supplementary Materials: Teaching Note. Established players had ignored these customers on the assumption that small companies couldn't afford the service. Case Video. Geographic Setting: Boston. Lawrence. Recreational equipment. South Africa Length: 18p 584036 Title: Boston Whaler. Communication strategy. "How can we make money off the customers that everyone else is shunning?" Consider Paychex. Social change. Ethics. 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. (585169). Marketing strategy. Corporate responsibility. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. Presents a relatively complete account of distribution management problems. 12p. (593517). training. Kasturi. each employing around 14 people. Most dealers were not exclusively Whaler distributors. The group must now decide how to implement its findings for maximum impact. Bonoma.Marketing (507S21). V. Communication strategy. 5 min. Rangan. Industry Setting: Advertising industry Subjects: Advertising. Lawrence. Inc. Social services Length: 5 min List Price: $150. Kosnik. Kasturi. Social enterprise.. (588032). Spence R0303C Title: Bottom-Feeding for Blockbuster Businesses Author(s): Rosenblum. by Ad Council. BWI manufactured a high-price. And customer relationship management software provides evermore sophisticated ways to identify and eliminate poorly performing customers. (589006). V.: Managing the Dealer Network Author(s): Bonoma. Social services Length: 12p Supplementary Materials: Teaching Note. Loyalty. Social services Length: 33p Supplementary Materials: Supplement (Field). 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. 34p. 15p. Social change.00 578111 Title: Boston Globe: Advertising the Krugerrand Author(s): Cady. Kane. Scott. Teaching Note. and other markets. Social enterprise. When founder Tom Golisano couldn't convince his bosses at Electronic Accounting Systems that they were missing a major opportunity. Communication strategy. Kasturi Rangan 593517 Title: Boston Fights Drugs. Marketing implementation. John F.S. he started a company that now serves 390. In this article. 5 min. Publication Date: 09/29/1983 Revision Date: 10/31/1984 Product Type: Case (Field) Abstract: Mr. Jennifer Lawrence Year New: 2007 588031 Title: Boston Fights Drugs (A): Designing Communications Research Author(s): Rangan. by Thomas J. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. 7p. MA Industry Setting: Advertising industry Subjects: Advertising. 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. 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. a payrollprocessing company that built a nearly billion-dollar business by serving small companies. Kosnik. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Its 250 dealers were served by a small force of regional managers. Kasturi Rangan. On the surface. And they offer lessons that other executives can use to do the same. Sales management. 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. by V. V.000 budget to combat drug abuse among Boston's school-going population. Students must develop an appropriate corporate policy for advertising. Geographic Setting: New England Industry Setting: Publishing industry Gross Revenues: $100 million assets Subjects: Advertising. Shirley M. Case Video. Lawler wants the dealers' "commitment" to BWI increased. Executives need to ask. Kasturi Rangan 588032 Title: Boston Fights Drugs (B): Converting Research to Action Author(s): Rangan. Social change. V. Loyalty experts stress the need to aim retention programs at "good" customers--profitable ones--and encourage the "bad" ones to buy from competitors. (BWI). whether through new dealer agreements. believes that better dealer management is the key to his company's continued growth. Mr. They create their own storyboards but are not sure if they are truly better. (589006).000 U. newlyappointed president of Boston Whaler. Subjects: Customer relations. Jennifer Lawrence. (593517). allows a thorough key account analysis of BWI's top 50 dealers. Joseph Lawler. Newspapers. Margaret L. by V. 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. high performance line of power and other boats for the recreational.

Moon cites numerous examples of companies. breakaway. Brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. and nonattribute preference--and reveals how much each contributes to brand equity. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. The fault lies partly with marketers and ad agencies. and Sony. and nonattribute preference--and reveals how much each contributes to brand equity. and Diamonds--is offered for describing the degree of brand balance. 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. attribute perception biases. Tarnished Treasures. (8280BC) Core Brand Message: How to Build a Unique Brand. such as JetBlue. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. reverse. attribute perception biases. 07/02/11 49 Developers. (8280BC) Core Brand Message: How to Build a Unique Brand. V. Vicki R. David A. Troopers. Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon. This chapter will help you determine which brand icons will work best for your brand.. analyzing. Analyzing. Her insights and analyses can help you to position your product to its best advantage. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness. (8279BC) Core Brand Values: How to Build a Unique Brand. Seenu Srinivasan shares his research on measuring. (8282BC) Brand Icons: How to Build a Unique Brand. and stealth positioning--that such companies have used to dominate their product categories. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. whose unorthodox approaches have allowed them to steal share from all segments of the market. She presents four positioning strategies--iconic. V. Market positioning. Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring. (8279BC) Core Brand Values: How to Build a Unique Brand. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Seenu Srinivasan shares his research on measuring. Erich Publication Date: 07/01/2000 Customer Service Department • 60 Harvard Way • Boston.Marketing Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6. (8281BC) Brand Personality: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Evidence suggests managers need to assess both consumer familiarity with. Kevin J. the brand. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. and predicting a brand's equity in a product market. Analyzing. Youngme Publication Date: 01/12/2007 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Have you positioned your brand to best engage the interest of potential customers? Professor Youngme E. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. Joachimsthaler. Marketing strategy.. professor V. 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. but ultimately it's the CEO's job to stop brand dilution. Subjects: Brands. and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan. and predicting a brand's equity in a product market. 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. Subjects: Brand management. and consumer regard for. 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. Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. Publication Date: 01/15/1998 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Attempts to leverage a brand's value by brand extensions run the risk of undermining the value of the brand. Trout. professor 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. A fivefold typology of brands-Coveted Icons. and Predicting Author(s): Srinivasan. Consumer marketing. analyzing. 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. IKEA.

Introduces a specific campaign--Respect M.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. Kevin L. a popular female hip-hop artist. This set of challenges has created a new discipline called "brand architecture. Marketing mixes. Elizabeth Bornheimer. they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. Brands. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing management." A coherent brand architecture can lead to impact. Lemon.-featuring Missy Elliott. by Katherine N. Flexibility. And the company consistently measures sources of brand equity. United States Customer Service Department • 60 Harvard Way • Boston. Today the situation is far different. Consumer marketing. Wesley. By doing the same for competitors' brands. managers can come up with a comprehensive brand report card. Subjects: Brand equity. Sub-brands relate to one another in an orderly way within a portfolio of brands. (502083) Inside Intel Inside. Geographic Setting: Europe.. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. global realities. many would find it difficult even to identify all the factors they should be considering. They stay relevant to customers over time. The brand stays consistent. channel dynamics. Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. confusion. Brand management. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire. he says. Sultan. and their alternatives. and leverage rather than market weakness. Kevin L. May be used with: (501004) Brand Report Card Exercise. Bornheimer. Pricing truly reflects consumers' perceptions of value. Marketing mixes. 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 architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. Subjects: Brands. (501006). Finally. Consumer marketing. 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. Keller. 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. and New Zealand Wine Author(s): Beverland. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. Most have a good sense of one or two areas in which their brand may excel or may need help. Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. endorsed brands. Presents company background information. clarity. and business environments that have drastically changed their task. By grading a brand according to how well it addresses each dimension. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Fareena. The company gives the brand proper support and sustains it over the long term. students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. To give managers a systematic way to think about their brands. This article introduces a powerful brand architecture tool. Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon. Marketing management. Brand management. it has ensured the effective use of limited resources and built a competitive advantage through considered action. Palliser has created a unique cultural outlook that other small business owners can adopt. May be used with: (R00104) The Brand Report Card. Convictions. 5p. Elizabeth. Consumer marketing. the growth of global mobile marketing practices. Brands. synergy. But. A full range of marketing tools are employed to build brand equity. In doing so. such as a mobile news ticker for the 2004 European soccer championship. if pressed. and several mobile marketing communications campaigns that Adidas launched in 2004. 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.E. But few can objectively assess their brand's particular strengths and weaknesses. Adhering to a core set of values." It is intended to help brand architecture strategists employ insight and subtlety to subbrands. the "brand relationship spectrum. Brand managers now face market fragmentation. Kevin L. Subjects: Brand equity. United Kingdom. waste. Katherine N. By blending four different types of marketing practices. Alvin J. Marketing strategy 07/02/11 Length: 3p 50 BH159 Title: Brand Value. Subjects: Brands. he looks at management considerations: Managers of strong brands understand what the brand means to customers. Andrew. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand. In addition. there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. data on the penetration of mobile devices such as cell phones. and missed opportunities. and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear.

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. Retention. Brands. Product positioning Length: 13p NEW 96109 Title: Brands vs. Marketing strategy. by David Wesley Year New: 2006 F00604 Title: Branded by the Past Author(s): Ettenson.556 million revenues Subjects: Brand management. and symbolic. manufacturers have reason to be concerned.Marketing Industry Setting: Apparel & textile industries Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note. rather than stewards of brand essence. In a tense post-merger situation. (2572BC) Competitive Analysis: Understand Your Opponents. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . New Challenge. including Salomon Smith Barney and Primerica. International business. manufacturers of brand-name products can have significant influence on the Customer Service Department • 60 Harvard Way • Boston. Douglas B. privatelabel market share generally goes up when the economy is suffering and down in stronger economic periods. decisions must be made early and decisively to prevent damaging brand equity. Richard.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. (2610BC) The Right Customers: Acquisition. Subjects: Brand management. First. unit share of storebrand goods place first. Consistency. 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. Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses. (2653BC) Marketing Across Borders: It's a Big. Consumer behavior. Douglas B.S. They must strategize according to cultural branding principles. Spanish Version Author(s): Holt. and is backed by customer service--and many products may fall into this category. It's history. But many manufacturers have not fully recognized two important points in considering this threat. psychological. 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. 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. Publication Date: 11/15/2002 Revision Date: 03/11/2003 Product Type: Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Douglas B. driving a radically different approach to branding. Global Research Group. Applications. Corporate culture. Targeting. Jill Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: In a global economy. (2645BC) Interactive Marketing: New Channel. and symbolic. or third in 177 of 250 supermarket product categories in the United States. Geographic Setting: New York. insurance. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: To systematically build iconic brands. John A. and Effective Resource Allocation. International marketing. There are more private labels on the market than ever before. and Pitfalls.. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Marketing management Length: 1p 504023 Title: Branding Citigroup's Consumer Business Author(s): Deshpande. Subjects: NO SUBJECTS(KEYWORDS) 07/02/11 Length: 25p List Price: $6. Klein. Both entities historically had very different cultures. collectively. for instance. International marketing Length: 22p NEW 4857BC Title: Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt. social. In this chapter.000 Gross Revenues: $92. Brands. Subjects: Brand management. financial services company to combine banking. During completion of the merger. marketing managers need to consider factors that don't apply in domestic markets. the authors introduce basic branding strategy as well as warn of over-differentiation. Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Abstract: In Spring 1998. Second. is easy to buy and operate. 13p. psychological. Four dimensions of the brand are described: economic. (2629BC) Pricing It Right: Strategies. companies must reinvent their marketing function. Marketing strategy. 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. (2564BC) Creating a Marketing Plan: An Overview. When an Israeli refuses to buy a German car. (2599BC) Developing New Products and Services: The Marketer's Role. resulting in a loss of customer equity. and they must hire and train cultural activists. social. and Development. Private Labels: Fighting to Win Author(s): Quelch. and Positioning. Harding. (805A24).95 Year New: 2006 51 503045 Title: Brands and Branding Author(s): Holt. Consumer behavior. and investments under one umbrella. Subjects: Consumer behavior. They must assemble cultural knowledge. second. which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied. (2580BC) Market Customization: Market Segmentation. Brands. Big World. rather than knowledge about individual consumers. NY Number of Employees: 255. (2637BC) Integrated Marketing Communications: Creativity. Rohit. It was the first U. Four dimensions of the brand are described: economic. Financial services. Knoop. the issue isn't product quality. Product positioning Length: 12p NEW 503S80 Title: Brands and Branding.

Nikon's line of SLR camera bodies and lenses and Rolm's telephone switching system. The author describes three positioning strategies that marketers use to shift consumers' thinking. says Harvard Business School marketing professor Youngme Moon. Product management. Marketing strategy. Others believe that Braun needs to offer more than "just" a new shaver at a time of declining market share. For a company whose new "brand promise" is "Designed to Make a Difference. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . data-base providers. Marketing strategy. Product positioning Length: 8p Year New: 2005 592097 Title: Breaking with the Past?: Four Examples of Product Change Author(s): Dhebar. leaving the cleaning center as an attractive accessory. 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. Clayton Christensen described how new. Braun has a revolutionary new shaving system and is struggling over how to communicate its benefits to the market. Industry Setting: Retail industry Subjects: Brands. Freeze Year New: 2006 584006 Title: Brave New World: Note on the Data Communications Marketplace-1983 Author(s): Cady. convenience-oriented consumers and to keep loyal. is not quite yet debugged. United States Industry Setting: Consumer electronics Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. for example. Publication Date: 03/24/2006 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Two years later. Technology. Telecommunications Length: 36p R0505E Title: Break Free from the Product Life Cycle Author(s): Moon. Information services. Telecommunications industry Subjects: Computer industry. (593121). these positioning strategies can exploit the vulnerability of established categories to 07/02/11 52 new positioning. and customers who learn to wait for a sale rather than to buy at full price. consumer goods manufacturers and retailers have seen profits decline disastrously when they have overpromoted lines to stimulate short-term volume. In doing so.S. Frank V. Reverse positioning strips away "sacred" product attributes while adding new ones (JetBlue. Non-store retailing. Consumer electronics Subjects: High technology products. Pricing. overhead costs. and is useful for discussing the reasons for making a break and the implementation of the break in the context of a product line. Marketing management. A company can use these techniques to go on the offensive and transform a category by demolishing its traditional boundaries. In an analogous way. and decline. 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). companies can change how customers mentally categorize them. A simple application of economic theory shows that overpromotion costs too much whatever extra volume is generated will be eaten up by increased competition. How they launch and market this new product around the world may determine the fate of the Braun brand into the 21st century. Industry Setting: Computer industry. Supplement." a critical challenge is how to position the radically new product both to gain new. and certain key marketing issues associated with data communication networks as of 1983. Companies that disrupt a category through positioning create a lucrative place to ply their wares--and can leave category incumbents scrambling. potential markets and competitors. 13p. Lotus 1-23 spreadsheet software. Thomas F. Technological change Length: 5p Supplementary Materials: Teaching Note. 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)." Geographic Setting: Germany. Publication Date: 07/13/1983 Product Type: Note Abstract: Provides an overview of the technology. maturity. Subjects: Marketing strategy. Product life cycle. Illustrates different ways in which a product may break with the past. Its novel feature. Freeze. (DMI019). But the authors strongly advocate keeping the private-label challenge in perspective. Product lines. Marketing strategy. Marketing management. Retailing Length: 11p BESTSELLER DMI018 Title: Braun: The Syncro Shaver (B) Author(s): Freeze. local-area networks. Product planning & policy. Retailing. simple technologies can upend a market. and (more generally) companies involved in marketing information services. products inevitably follow a course of growth. Karen J. It is difficult for managers to look at a competitive threat objectively and in a long-term context when day-to-day performance is suffering. by Karen J. John F. 5p. Global.. Its intention is to indicate both the potential and the uncertainties involved in the formulation of marketing strategies for this emerging marketplace. Industry Setting: Office furniture & equipment. Cespedes.Marketing seriousness of the challenge posed by private-label goods. Also provides pertinent background information and discussion questions for cases and research concerning longdistance data networks. Publication Date: 11/01/1987 Product Type: Harvard Business Review Article Abstract: Large U. It doesn't have to be that way. should be launched solo. an automatic cleaning center. Non-store retailing. withheld the expected first-class seating and in-flight meals on its planes while offering surprising perks like leather seats and extra legroom). Information services. Sales promotions Customer Service Department • 60 Harvard Way • Boston. by Anirudh Dhebar 87613 Title: A Breeze in the Face Author(s): Schuster. The four examples are those of the IBM PS/2 family of personal computers. 5p. which adds to the concerns of those who believe that the new shaver. 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. by Karen J. (DMI020). outstanding in itself. Industry Setting: Retail industry Subjects: Consumer behavior. conservative customers who want "only a closer and more comfortable shave. By positioning their products in unexpected ways. they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase.

. the Harlem Globetrotters were headed toward extinction. (583001). (582087) U. May be used with: (582088) U. Barbara B. John A. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . the board can expose inadequate marketing campaigns. Industrial markets. Customer relations.and long-term revenue goals. this case.S. about the team being well known for its Customer Service Department • 60 Harvard Way • Boston. 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. Competition. Armed with a clear understanding of marketing's role and performance. Blair. it would seem. and monitor progress. 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. Machinery. Resource allocation Length: 24p NEW 583072 Title: Brief Note on Pricing in the Electrical Equipment Industry Author(s): Jackson. 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.000 Gross Revenues: $750 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Agribusiness. Machinery industry Subjects: Electric industries. Marketing planning. Publication Date: 11/05/2003 Product Type: Note Abstract: Describes the Magic Matrix. China. 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. (505066). Market selection. and they are often poorly aligned with corporate strategy. Mannie Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: In 1992. Product portfolio management Length: 6p Supplementary Materials: Supplement (Field).. when manipulated or otherwise changed. which is to be handed out during class on Day Two of a two-day series. far from the executive suite and boardroom. Jackson describes how he took over the Globetrotters in August 1993. Subjects: Business plans. David. Williams. Planning systems. (582089) Brim (A). by George S. (83308) The Globalization of Markets. 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. The Supplement describes legal developments since the mid-1978 setting of the series and up to 1982. irrelevant. Unlike isolated measures of marketing performance that are often insufficient. Profitability analysis. various forms of the Magic Matrix and how they can be used in a wide variety of management processes. Legal aspects of business. 3p. Teaching Note. Dolan R0411D Title: Bringing Customers into the Boardroom Author(s): Court. Market structure. Distribution. direct management to address the problem. Retail Coffee Market (A).Marketing Length: 5p 999008 Title: Bridge the Gap Between Strategy and Tactics with the Magic Matrix Author(s): Shapiro. Marketing management. The Magic Matrix has proven to be a powerful planning and analysis tool for such processes as sales forecasting. Pricing Length: 3p 905404 Title: Bright Dairy & Food Co. and resource allocation. but that the threat from High Point is greater. profitability analysis. The Chinese market for milk products is still wide open. He bought the organization in order to translate this widespread brand recognition into financial results.S. 1p. Market segmentation. McGovern. Boards of directors. 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. Yip. Jeffrey R. Subjects: Board of directors. Industry Setting: Electric power.. Marketing planning. each of which the board should review regularly. Benson P. will directly and predictably affect the company's performance. Author(s): Bell. in detail. Crawford. General Foods Corp. Marketing strategy Length: 10p Year New: 2004 R0105B Title: Bringing a Dying Brand Back to Life Author(s): Jackson. (585108). 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. they've devised a "marketing dashboard. Retail Coffee Market (B). Bell Year New: 2004 582090 Title: Brim (B) Author(s): Yip. by Robert J. Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages. Yet. Jeffrey R. which is both a chart and a process that enables executives to manage their product/service lines. Corporate strategy. Growth strategy Length: 20p Supplementary Materials: Teaching Note. Again the class has to develop a strategic plan. Publication Date: 02/10/1982 Revision Date: 06/26/1985 Product Type: Case (Field) Abstract: Set in 1981. have compelling reasons to monitor their companies' marketing activities. by David E. Jackson started preaching to the squad about building a competitive team. The first part tracks the company's main business drivers--those business conditions that. Hogan. Demographics. marketing functions typically reside deep in the organization. or misleading. Explains. Growth strategy. Agriculture. but also if it has the right marketing talent. Marketing strategy. It is to set straight the legal record of the case sponsor. intending to fold the team and replace it with an organization that would sell Globetrotters merchandise. and market segments and accounts simultaneously. George S. reveals that Brim underwent a successful relaunch. Quelch. Instead of shutting things down for good.. Marketing information systems. the dashboard allows the board to assess quickly and routinely the effectiveness of its company's marketing strategies. David E. Forecasting. The second part describes the specific innovations in a pipeline of growth ideas that will allow the company to reach its short. 41p. The dashboard has three parts. but Honeywell executive and former Globetrotter Mannie Jackson believed the brand still had value after 75 years in the public eye. Williams." a series of management reports that could 07/02/11 53 give the board this critical knowledge. (507701) Measuring Marketing Performance. Market segmentation. To help remedy that problem. Ltd.

10 min. Must be used with: (585014) British Airways. New product marketing. Brands. Product life cycle. by David E. The company is experiencing the worst downturn ever in its U. John A. an installed base and a strong brand equity. growing a home water filtration business from inception to a 15% U.. Spanish Version Author(s): Quelch. 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. Teopaco. Geographic Setting: United States Industry Setting: Airline industry 07/02/11 Gross Revenues: $2. an internationally known. Video Author(s): Quelch. Case Video. Test markets Length: 19p 504S10 Title: British Airways. profit. 8p. and management must use its legacy. Quelch 886518 Title: British Airways. John A. Sports Length: 7p 503057 Title: Brioni Author(s): Bell. Clorox's Brita skillfully exploits a tide of water safety concerns. (503089).5 billion assets Subjects: Advertising. growing a home water (filtration) business from inception to a 15% U. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. too.S. Subjects: Advertising campaigns. International business Length: 28p 54 585014 Title: British Airways Author(s): Quelch. Publication Date: 11/14/1985 Product Type: Case Video Abstract: Presents a videotaped interview with the director of marketing of British Airways. 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. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. Major issues Customer Service Department • 60 Harvard Way • Boston. Spanish Version Author(s): Deighton. Market positioning. Jackson helped the Globetrotters dramatically increase revenue. Bell NEW 500024 Title: The Brita Products Co. forging good business relationships. New product marketing. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror. Airlines. Retailing Length: 24p Supplementary Materials: Teaching Note. Includes color exhibits.00 589089 Title: British Airways: "Go for It. and insisting on accountability in the business.S. International business Length: 27p Supplementary Materials: Teaching Note. Italy. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. John L. Organizational change." Alternative strategies range from doing nothing to staging an ambitious sales promotion. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and attendance. and 2) failing to recognize the quite different organizational demands of the women's fashion business. International business Length: 10 min List Price: $150. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. Stephen A. The players believed--and slowly but surely. and about rebuilding the quality of the organization. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close. Advertising campaigns. America!" Promotion (A) Author(s): Greyser. to take the business forward into a less friendly environment. Airlines. Quelch. Consumer marketing. By focusing on providing quality basketball. (587016). Publication Date: 01/31/1989 Revision Date: 12/05/1991 Product Type: Case (Field) Abstract: Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. John A. Marketing management. Airlines. (886518). with increasing returns to scale and a delicate acquisition versus retention balance. The development of the campaign and its implementation are discussed. 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. Author(s): Deighton. by John A. Advertising campaigns.S. Product life cycle. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. Marketing strategy. The dangers are: 1) compromising the existing image. Consumer marketing. and management must use its legacy.K. The development of the campaign and its implementation are discussed. Marketing management. Marketing strategy. Management of change. Consumer marketing. (501067). Industry Setting: Entertainment industry Subjects: Brand equity. 12p. household penetration in ten years. Brand management.5 billion assets Subjects: Advertising. Test markets Length: 18p Supplementary Materials: Teaching Note. Clothing. John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: LACC Case Abstract: In a race for installed base. Geographic Setting: United States Industry Setting: Airline industry Gross Revenues: $2. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products. an installed based and a strong brand equity. 16p. household penetration in ten years. The decision in the case arises as the period of increasing returns seems to be drawing to a close. Geographic Setting: Italy Industry Setting: Apparel industry Gross Revenues: $150 million revenues Subjects: Brand equity. audiences and arena managers did. by John A. Jim Harris Interview.-U. to take the business forward into a less friendly environment. 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. Publication Date: 02/11/2003 Revision Date: 04/15/2003 Product Type: Color Case Abstract: Should Brioni. by John Deighton BESTSELLER 503S63 Title: The Brita Products Co. Brand management. Entertainment industry. David E.Marketing contributions to charities.. about the players working more with kids.

joined the privatelyowned Clos Du Val Wine Company. 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. by Stephen A. Growth management. 9p. by Marian C. Public relations. database. During the 1990s.. entitled "The World's Biggest Offer" attempted to lure back passengers world-wide. as in the past. Gosia Glinska Year New: 2008 UV0743 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (B) Author(s): Moore. Public relations. press coverage. which used public relations (rather than advertising) as the primary communications element. Also forces students to grapple with the willingness of end customers to adopt new solutions in the high-tech realm. As the winery's first marketing professional. a former executive at MTV. a market that accounted for nearly 40% of BA's passenger traffic. California. Also provides details on the state of competition among various airlines on the North Atlantic route between the United States and Great Britain. Glinska.. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. (592050). Moore. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A).com. To be used with British Airways: "Go For It. Direct marketing. Wendy Schille 592050 Title: British Airways: "Go for It.Marketing include: the role of sales promotion in addressing consumer perceptions of a life-and-death issue (i. by Marian C. Supplement. Schille. American Express. and the implementation and integration of advertising. and to assess the appropriateness of BA's recycling of the promotion. in Napa. Elie.. (UV0746). The campaign. Airlines. Technological change Length: 26p Year New: 2005 598136 Title: Bronner Slosberg Humphrey Author(s): Bell. The 1991 promotion. Geographic Setting: United States Industry Setting: Advertising industry Number of Employees: 700 Gross Revenues: $700 million revenues Subjects: Advertising. Airlines. 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. 2p. Ltd. 9p. 13p. by David E. Service management Length: 22p Supplementary Materials: Teaching Note. Industry Setting: Advertising industry Subjects: Advertising. sales had begun to lag. Gosia Publication Date: 03/01/2007 Product Type: Case (Field) Abstract: Brooke Correll. Management of crises. Greyser. sales promotion. America!" Promotion (B) Author(s): Greyser. Gosia Publication Date: 04/17/2007 Product Type: Supplement Abstract: An abstract is not available for this product. America!" successfully lured back American tourist passengers who had been scared away from Europe by the threat of terrorism. how to leverage the OEM partners in convincing end customers to adopt it. by Marian C. Wendy Publication Date: 11/05/1991 Product Type: Case (Field) Abstract: In early 1991. Industry Setting: Airline industry Company Size: large Subjects: Advertising. America!" Promotion (A) and (B) to allow students to compare the situations facing BA in 1986 and 1991. Public relations. (598141).e. 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. Students must determine the target market for the router. entitled "Go For It. Geographic Setting: Silicon Valley Gross Revenues: $525 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: High technology. Airlines. New product marketing. Leavitt. effect on bookings. Innovation. and FedEx. and public relations efforts within a compressed time frame. Donald M. Management of crises. BA manager's decided to re-run a promotion that had been very successful for them in 1986. Marian C. and effect on overall market share.. Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement. Glinska. Sales promotions Length: 23p Supplementary Materials: Supplement (Field). and WineShopper. Clos Du Val had seen its glory days. Sales promotions Length: 2p 592051 Title: British Airways: "The World's Biggest Offer" Author(s): Greyser. Stephen A. Industry Setting: Advertising industry Subjects: Advertising. Moore. David E. Ziff-Davis Media. The promotion. Marian C.. and details on both execution and results are presented. Forces students to understand the traditional segmentation of the data storage market and whether firms should concentrate on specific segments. Gosia Glinska. Moore. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Must be used with: (589089) British Airways: "Go for It. British Airways (BA) was facing the prospect of a serious business downturn caused by the combination of war in the Persian Gulf and a deepening recession in the United States. and how to price the router. Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement. and/or opening global offices. America!" Promotion (A). Sales promotions Length: 7p 505064 Title: Brocade: Launching the Multiprotocol Router Author(s): Ofek. Stephen A. Gosia Glinska Year New: 2008 Customer Service Department • 60 Harvard Way • Boston. A new CEO takes over from the company's founder and is wondering how to grow the company. Market segmentation. Options include selling 07/02/11 55 individual services (teleservices.. however. 9p. is examined. Pricing. Schille. web). as a director of marketing. Correll has to chart a new course for the winery to revive the oncehot brand and to escape flagging sales. Management of crises. Product introduction. (UV0743). terrorism). Hamid. with high ratings accompanied by robust sales. Co-founded by an expert winemaker with ties to the famous Chateau Lafite-Rothschild. Bell UV0742 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) Author(s): Moore. Organizational change. Brands.. (UV0746).

High technology products. Globalizing companies are having difficulty determining which offerings.S. Susan. Discussed here are the concepts of relationship marketing and transaction 07/02/11 56 marketing and how customers' purchasing behaviors call for one or the other approach. A research project that explored long-term relationships between industrial customers and their suppliers led to questions about how realistic this goal is and revealed other issues regarding patterns of customer-vendor behavior. 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. As the winery's first marketing professional. James. Lodish and Carl F. Then dedicate most of your marketing budget to high-ROI scenarios. Glinska. as director of Marketing. Publication Date: 11/01/1985 Product Type: Harvard Business Review Article Abstract: Marketing has long emphasized the importance of being close to the customer. with high ratings accompanied by robust sales. High technology Gross Revenues: $350 million revenues Subjects: Computer industry. Examines industry developments. and "The Brand Report Card" by Kevin Lane Keller.Marketing UV0746 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (C) Author(s): Moore. sales had begun to lag. High technology Gross Revenues: $350 million revenues Subjects: Computer industry. John Publication Date: 08/23/2000 Customer Service Department • 60 Harvard Way • Boston. joined the privately owned Clos Du Val Wine Company. Purchasing Length: 8p 2282 Title: Building A+ Brands (HBR Article Collection) Author(s): Lodish. beef up your advertising. Marketing implementation. will deliver the best ROI.'s Personal Computers (B) Author(s): Salmon. Cofounded by an expert winemaker with ties to the famous Chateau Lafite Rothschild. Correll must chart a new course for the winery to revive the oncehot brand and reverse flagging sales. Industrial markets. To be used with Brookfield (A). Bodily Year New: 2008 85608 Title: Build Customer Relationships That Last Author(s): Jackson. CannonBonventre. McAlexander. Walter J. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A). marketing implementation. Publication Date: 07/01/2007 Product Type: HBR OnPoint Collection Abstract: Safeguarding your brand equity has become harder than ever. Brooke Correll. (UV0584). 7p. Geographic Setting: United States Industry Setting: Personal computer industry. Office equipment. Kristina Publication Date: 04/14/1982 Revision Date: 07/11/1986 Product Type: Case (Field) Abstract: Should a major U. Corstjens. Sensiper. Brookfield had hoped for better sales performance. and handling of the PBC by various channels. Leonard M.. Kevin L. however. Marian C. Pricing strategy. In June 2001. 1981. "Optimal Marketing" by Marcel Corstjens and Jeffrey Merrihue. and you win customers' enduring devotion and the profits that come with it. Understand the 10 traits shared by the world's strongest brands--then ensure your brands get high grades on each trait. Walter J. See also the A and B cases. California. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 ..95 Year New: 2007 501015 Title: Building Brand Community on the Harley-Davidson Posse Ride Author(s): Fournier. will yield the biggest profits. Clos Du Val had seen its glory days. Sales strategy Length: 25p 582131 Title: Brookfield Corp. Geographic Setting: United States Industry Setting: Personal computer industry.. Marketing implementation. marketers will profit from careful and explicit consideration of their customer relationships. new product development. The Harvard Business Review articles in this collection are: "If Brands Are Built over Years. 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. Consumers are buying more nonbranded products. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $17. Publication Date: 07/13/1998 Product Type: Case (Field) Abstract: Microsoft is planning the introduction of Internet Explorer along with Windows 95. Ziff-Davis Media. While it had met corporate sales goals. Mela.. (UV0743) Brooke Correll and Clos Du Val: Adventures in Napa Valley (B). Sylvia. and to outperform competitors. marketed in which countries. Office equipment. Consumer marketing. and distribution strategies. 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. Samuel E. 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. Jeffrey. Why Are They Managed over Quarters?" by Leonard M. Carl F. Barbara B. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2008 582130 Title: Brookfield Corp. Industry Setting: Web services Gross Revenues: $16 billion Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note. How to protect your brands? Avoid using repeated discounting to boost sales if price-sensitive consumers are straying from your brand. by Samuel E. Keller. a former executive at MTV. During the 1990s. Sales management Length: 8p UV0583 Title: Browser Wars: Microsoft Versus Netscape Author(s): Bodily. Analytically determine which products. Marcel. and WineShopper. concentrate on stealing over time.. Mela. CannonBonventre. in Napa. To build and maintain lasting customer ties. 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). Subjects: Customer relations. in which countries. Boost your brand value. Should Microsoft go for initial share.com. Merrihue.'s Personal Computers (A) Author(s): Salmon. Instead. Schouten. retain customers. Gosia Publication Date: 11/29/2007 Product Type: Supplement Abstract: This three-part case series traces the fortunes of a California winery.

close-to-thecustomer philosophy. Judith Maas. Schouten. Geographic Setting: Milwaukee. Allows students to deliberate what it means to really get close to one's customers. 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. Judith Maas 501800 Title: Building Brand Community on the Harley-Davidson Posse Ride. Brands. Loyalty. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. TX to the Canadian Border that is billed "for serious riders only.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. Motorcycles Length: 60 min List Price: $150. (1179-5). 60 min. Tex. Sensiper. the cultivation of brand community.G. Yuppie Weekend Warriors. Brands. Spanish Version Author(s): Fournier. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. DVD Abstract: Contains an ethnographic account of the 10-day. McAlexander. Customer service.. what philosophy and tactics to adopt in future design. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . a grueling 2. the cultivation of brand community. and if so. and the day-to-day execution of relationship marketing programs. Customer service. Sylvia. 10day trek from South Padre Island. by Susan Fournier. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty. can be profitably explored through this case venue as well. Brands. (501800). Motorcycles Length: 2 hours Supplementary Materials: Teaching Note. and the day-to-day execution of relationship marketing programs.300 mile. to the Canadian Border is billed "for serious riders only.O. Susan Publication Date: 09/01/2000 Product Type: Case Video. Loyalty. and other consumers.300 mile.G. Motorcycles Length: 37p Supplementary Materials: Case Video. 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. Case Video. 2. closeto-the-customer philosophy. Yuppie Weekend Warriors.O. DVD. (501052). Loyalty. Customer service. Brands. Geographic Setting: Milwaukee. and if so. the brand.300 mile.G.O.300 mile Border to Border Posse Ride. Schouten. Video Author(s): Fournier. 2. Kirsten D. 10-day trek from South Padre Island. and the day-to-day execution of relationship marketing programs." Harley Owner's Group (H. to develop a brand community.G. by Susan Fournier. 20p.00 U0107E Title: Building Brand: A Road Map Author(s): Sandberg. James.O. Loyalty." Harley Owner's Group (H." Harley Owner's Group (H.Marketing Revision Date: 11/01/2000 Product Type: Color Case Abstract: The second Harley-Davidson Posse Ride. TX to the Canadian border that is billed "for serious riders only. WI Industry Setting: Motorcycle Subjects: Brand management. Susan Publication Date: 09/01/2000 Revision Date: 11/14/2002 Product Type: Case Video Abstract: Contains an ethnographic account of the 10-day. Industry Setting: Motorcycle Subjects: Brand management. McAlexander. what philosophy and tactics to adopt in future design. 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. John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: LACC Case Abstract: Concerns the second HarleyDavidson Posse Ride. Streaming. James. Sensiper. and serious outlaws within one community? Geographic Setting: Milwaukee. a grueling 2.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.G. product line. Susan. 20p. closeto-the-customer philosophy. by Susan Fournier 505S11 Title: Building Brand Community on the Harley-Davidson Posse Ride. 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. Motorcycles Length: 39p 501009 Title: Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case) Author(s): Fournier.O. a grueling 2. WI Industry Setting: Motorcycle Subjects: Brand management. 60 min. Market research. what philosophy and tactics to adopt in future design. Video (DVD) Author(s): Fournier. 60 min. the product.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H. John Publication Date: 12/28/2000 Product Type: Multimedia Case Abstract: Concerns the second HarleyDavidson Posse Ride.G. WI Industry Setting: Motorcycle Subjects: Brand management. Industry Setting: Motorcycle Subjects: NO SUBJECTS(KEYWORDS) Length: 60 min Year New: 2005 501801 Title: Building Brand Community on the Harley-Davidson Posse Ride. 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 07/02/11 57 executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. (501052). Publication Date: 07/01/2001 Product Type: Harvard Management Update Article Customer Service Department • 60 Harvard Way • Boston.O. product line. and the ability of this method to inform management decisions and goals. The conduct of ethnographic inquiry. and serious outlaws within one community? Includes color exhibits. Yuppie Weekend Warriors. and if so. (501801). Teaching Note. the cultivation of brand community.300 mile Border to Border Posse Ride. by Susan Fournier. Susan. Customer service. Case Video. 10-day trek from South Padre Island. by Susan Fournier. Sylvia. product line. and to build relationships between consumers and the company.

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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Rajiv. Prescott. chairman. by Rohit Deshpande 503S02 Title: Cafe de Colombia. 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. and design a program to change them. Author(s): Goldberg. Spanish Version Author(s): Deshpande. John A. by John A. Rohit. making it pleasingly different from the competition and communicating the benefits to the consumer. Ray A. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. however. 12p. After a decade of stunning success with the marketing concept.. 13p. Subjects: Consumer marketing. Food industry Gross Revenues: $10 million sales Event Year End: 1969 Subjects: Advertising. (504045). Alexandra Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Brand equity Length: 26p Supplementary Materials: Case Video.00 502804 Title: Callaway Golf Co. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 100 Subjects: Agribusiness. Inc. chairman and CEO of Callaway Golf Co. Callaway to reconsider the marketing program that had successfully supported the product until now. Gourville. Case Video. chairman and CEO of Customer Service Department • 60 Harvard Way • Boston. Streaming. At the same time. Video Author(s): Quelch. if they can be changed. Publication Date: 06/01/2002 Product Type: Case Video. Marketing mixes. The results in 1998 forced Mr. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes a situation faced by Mr.. As it develops and brings these products to market. Case Video. in the fall of 1999. Quelch BESTSELLER 503S06 Title: Callaway Golf Co. CA Industry Setting: Golf Gross Revenues: $800 million revenues Subjects: Consumer marketing. Distribution channels. Geographic Setting: Colombia. Beverages. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. 13p. Patricia Martone Carrolo. Spanish Version Author(s): Lal.. The results in 1998 forced Callaway to reconsider the marketing program that had successfully supported the product until now. Edith D. 10 min. The student must determine what attitudes need to be changed. Geographic Setting: Colombia. United States Industry Setting: Coffee Number of Employees: 1. Distribution channels. the 80-year-old founder. Ely Callaway. Geographic Setting: California Industry Setting: Advertising industry. the 80-year-old founder.. Used in the First Year Marketing course.. Marketing mixes.800 Subjects: Advertising campaigns. Biotechnology. making it pleasingly different from the competition and communicating the benefits to the consumer. it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. Must be used with: (501019) Callaway Golf Co. (502801). Quelch. Prescott. DVD. Mr. 10 min. Entrepreneurship. by John A. Brand equity Length: 27p 502041 Title: Calgene. Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. Publication Date: 06/01/2002 Product Type: Case Video Abstract: Presents an interview with Ron Drapeau. Video (DVD) Author(s): Quelch. by Rajiv Lal. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . After a decade of stunning success with the marketing concept. and CEO of Callaway Golf Co. (506061). Consumer behavior. United States Industry Setting: Coffee Number of Employees: 1. chairman. it faces a series of marketing and public relations hurdles. Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Case Video. by Youngme Moon Year New: 2006 502024 Title: Cafe de Colombia Author(s): Deshpande. Scott. (502804). Food Length: 30p 501019 Title: Callaway Golf Co. Geographic Setting: Carlsbad. by John A. DVD Abstract: Presents an interview with Ron Drapeau. (502803). Marketing strategy Length: 10 min List Price: $150. Rohit. Edith D. Taught in the Sustaining Value Module Geographic Setting: Carlsbad. Quelch. 3 min.Marketing Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note. Publication Date: 08/11/2000 Product Type: LACC Case Abstract: Describes a situation faced by Ely Callaway. Beverages. (1-277-3). John A. and CEO of Callaway Golf Co. CA Industry Setting: Golf Gross Revenues: $800 million revenues 07/02/11 67 Subjects: Consumer marketing. Gourville 576046 Title: California Prune Advisory Board (A) Author(s): Ward. John T. 10 min. Marketing strategy Length: 24p 502803 Title: Callaway Golf Co. Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Abstract: In 1993. 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. by John T. Marketing mixes. de Royere.800 Subjects: Advertising campaigns. A rewritten version of an earlier case. 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. Rajiv. Innovation. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer. including regulatory requirements consumer education activist resistance to production. de Royere. in the fall of 1999.. (501082). Author(s): Lal. Distribution channels. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. and distribution logistics. Product introduction.

Distribution planning. Retailing Length: 28p NEW 592035 Title: Calyx & Corolla Author(s): Salmon. Counterfeits of his company's adventure gear and clothing are on the rise. he says. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. (592509). by KGO TV BESTSELLER 592509 Title: Calyx & Corolla. diluting the equity of its brand. Taggart.Marketing Callaway Golf Co. is customs and border patrol officers. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503011 Title: Calvin Klein. the media and expense level it should choose. Information systems. Industry Setting: Retail industry Number of Employees: 18. On June 26. denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. information technology. Information systems. choosing manufacturing partners carefully and Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Advertising. John A. Distribution planning. He has hired top-notch investigators to track down the criminals. Public policy Length: 5p Supplementary Materials: Teaching Note. Merrick "Rick" Taggart. Supermarkets Length: 25p R0810Z Title: Can Knockoffs Knock Out Your Business? (Commentary for HBR Case Study) Author(s): Nunes. Quelch. 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. Walter J.6 million revenues Subjects: Advertising. Calyx & Corolla was changing the way flowers had traditionally been distributed. Brandazza. Licensing. Inc. and build strong relationships with consumers. and the Federal Trade Commission Author(s): Quelch. Inc. president of Victorinox Swiss Army in North America. 4p. among other things. Mulani. It raises the issues of 07/02/11 68 whether a company should advertise for its warehouse stores and. Walter J. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. its CEO. Information technology. 10p.000 Gross Revenues: $1. and Linda Wachner. is instituting tight controls over the company's supply chain and distribution process. by Walter J. (CKI) filed suit against Warnaco Group. Paul F. Craig. Industry Setting: Retail industry. Narendra P. says Candace S. J. That means. Nonstore retailing. Susan. and Bronson is hell-bent on stopping them. recommends zeroing in on the worst counterfeiting offenders. Combining the use of overnight air freight (Federal Express). Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. the company should increase its retail presence in countries where it is plagued by fakes. Author(s): Fournier. Milberg AR Publication Date: 05/08/1978 Revision Date: 06/01/1978 Product Type: Case (Field) Abstract: Focuses on advertising for warehouse stores. Wylie. 2000. an 800 number. Smith. 3 min. these officials can more easily sniff out illegal activity. N. J. 2000. Food industry Gross Revenues: $3 million sales Subjects: Advertising. fought a similar battle as an executive at Calvin Klein. For one thing. if the company frequently communicates with them about ports of entry and consignee and consignor data. 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. Frames the question of how this start-up venture should grow. Stern. Cummings. All of that has cost a lot of money. This case presents extensive background facts. showcase its products in distinctive ways. Elisa M. by John A. (591120). Giorgio Brandazza. Boer. Warnaco countered with its own suit. Distribution. Salmon. The foundation for any good defense against counterfeiters. Aimee L. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. in so doing. Inc. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Judith Maas. Must be used with: (501019) Callaway Golf Co. breached the license and eroded the brand through its own strategies and practices. Retailing Length: 3 min List Price: $150. Industry Setting: Agribusiness. Case Video. vs.. and bring into the limelight the tensions faced by every brand steward attempting to balance revenue growth goals with preservation of the equity of the brand. invested in technology that will help distinguish his products from look-alikes.. however. Retailing Length: 31p Supplementary Materials: Teaching Note. A resource Ruffin should take advantage of.. bypassing three layers of distribution. and pushed online vendors to stop selling fakes. Legal aspects of business. (596116). The countersuit further claimed that CKI had. Retail industry Subjects: Agribusiness.00 591017 Title: Campbell Soup Co. Merrick "Rick". Candace S. in fact. Must be used with: (592035) Calyx & Corolla.. Floral industry Company Size: start-up Number of Employees: 30 Gross Revenues: $10 million revenues Subjects: Agribusiness. Food. 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. Calvin Klein. and the problem seems to be getting worse. Geographic Setting: United States Industry Setting: Mail order. It was a case that would potentially rewrite the rules of fashion licensing and distribution. Brand equity. Distribution. Warnaco Group. and a catalog. a professor at SDA Bocconi School of Management. Retail industry. and providing very fresh flowers directly from the growers to consumers. Cummings. for breaching its jeanswear licensing and distribution contract and. general counsel of VF Corporation. Giorgio. Inc. Jessica Publication Date: 11/19/2002 Revision Date: 12/20/2002 Product Type: Case (Library) Abstract: On May 30. Palter 578200 Title: Campbell Warehouse Supermarkets Author(s): Salmon. if so. Video Author(s): KGO TV Publication Date: 01/22/1992 Product Type: Case Video Abstract: Presents an interview with President Ruth Owades.

Narendra P. often internecine. is customs and border patrol officers. a professor at SDA Bocconi School of Management. Giorgio. Merrick "Rick" Taggart. and Bronson is hell-bent on stopping them. Publication Date: 09/01/1977 Product Type: Harvard Business Review Article Abstract: Every manufacturing company experiences conflict. he says. for example. Julian M. Sales strategy Length: 14p 94508 Title: Can This Brand Be Saved? Author(s): Maruca.. and build strong relationships with consumers. David J. president of Victorinox Swiss Army in North America. Paul F. Sales management. president of Victorinox Swiss Army in North America. and adjunct services. Merrick "Rick" Taggart. fought a similar battle as an executive at Calvin Klein. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. Giorgio Brandazza. and build strong relationships with consumers. J. these officials can more easily sniff out illegal activity. a professor at SDA Bocconi School of Management. Taggart. if the company frequently communicates with them about ports of entry and consignee and consignor data. delivery and physical distribution. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods.. choosing manufacturing partners carefully and having strict contracts with distribution partners that. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. however. That means. cost control. prohibit products from going anywhere but outlets the company trusts. All of that has cost a lot of money. general counsel of VF Corporation. between its marketing and manufacturing functions. and Bronson is hell-bent on stopping them.. fought a similar battle as an executive at Calvin Klein. Subjects: Customer relations. the authors highlight a number of ways in which vendors can fail to reap the benefits of global customer relationships and. Cummings. Subjects: Manufacturing. Cummings. he says. showcase its products in distinctive ways. initiatives in customer relationship management. general counsel of VF Corporation. That means. Customer retention. quality assurance. however. Mulani. and pushed online vendors to stop selling fakes. invested in technology that will help distinguish his products from look-alikes. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p R0810X Title: Can Knockoffs Knock Out Your Business? (HBR Case Study) Author(s): Nunes. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. Marketing management Length: 9p CMR212 Title: Can Selling Be Globalized?: The Pitfalls of Global Account Management Author(s): Arnold. The foundation for any good defense against counterfeiters. This article questions the wisdom of rapid adoption of global account management by vendor companies. Toulan. Merrick "Rick". The foundation for any good defense against counterfeiters. recommends zeroing in on the worst counterfeiting offenders. Drawing on field and survey research among global account managers. Counterfeits of his company's adventure gear and clothing are on the rise. Cummings. these officials can more easily sniff out illegal activity. for example. and the problem seems to be getting worse. prohibit products from going anywhere but outlets the company trusts. Birkinshaw. among other things. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. A resource Ruffin should take advantage of. He has hired top-notch investigators to track down the criminals. Mulani. Regina Fazio Publication Date: 09/01/1994 Product Type: Harvard Business Review Article Abstract: In this fictional case study. says Candace S. J. All of that has cost a lot of money. Giorgio Brandazza. driven by increasing customer power. among other things. for example. and the design of customer-centric organizations. Benson P. Narendra P Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. A resource Ruffin should take advantage of. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. is instituting tight controls over the company's supply chain and distribution process.. is customs and border patrol officers. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods. breadth of product line. and the problem seems to be getting worse. production scheduling and short-range sales forecasting. Brandazza. He has hired top-notch investigators to track down the criminals. 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. and pushed online vendors to stop selling fakes. the company should increase its retail presence in countries where it is plagued by fakes. 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. There is a strong likelihood of conflict in managing the marketing/manufacturing interface in eight areas: capacity planning and longrange sales forecasting. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 07/02/11 69 77511 Title: Can Marketing and Manufacturing Coexist? Author(s): Shapiro. prohibit products from going anywhere but outlets the company trusts. showcase its products in distinctive ways. Paul F. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p R0810A Title: Can Knockoffs Knock Out Your Business? (HBR Case Study and Commentary) Author(s): Nunes. new product introduction. recommends zeroing in on the worst counterfeiting offenders. the company should increase its retail presence in countries where it is plagued by fakes. Globalization. Counterfeits of his company's adventure gear and clothing are on the rise. invested in technology that will help distinguish his products from look-alikes. For one thing. For one thing. Caroline Portal knows that La Shampoo Customer Service Department • 60 Harvard Way • Boston.Marketing having strict contracts with distribution partners that. choosing manufacturing partners carefully and having strict contracts with distribution partners that. Candace S. says Candace S. suffer falling prices. instead. if the company frequently communicates with them about ports of entry and consignee and consignor data. is instituting tight controls over the company's supply chain and distribution process.

Geographic Setting: Canada Industry Setting: Building materials industries. 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. and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. hardware. The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category. he was excited about creating a dynamic marketing department of his own. Marketing management. Finkbeiner. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program.J. International marketing. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. There are. Subjects: Centralization. however. HBR Case Discussions. T. But now. Consumer goods. and an annual catalog. Electronic commerce. Marketing strategy. Market Customer Service Department • 60 Harvard Way • Boston. Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher. 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. Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp. a nationwide hard goods retailer invested in software to support Internet shopping. Significant cost savings. Michael R. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns.. Industry Setting: Consumer products Subjects: Brands. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 07/02/11 Merchandising.Marketing is in trouble." had remained the same since day one. Hardware & fastener industry Company Size: large Subjects: Canada. however. 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. At first. A decision has to be made soon in order to save the brand. 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. Van den Berg. Mark. In view of the trend toward at least partial centralization of marketing management. 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. Shawn. improved planning and control. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy. Nicholl. Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell. Caroline requested a new packaging design.. the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. Bong. 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. 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. Retailing. Lawn care. the online retail segment has not turned a profit. The tension grows in the meeting as Caroline weighs the options. The online component was one element in a multiple-channel retailing approach. Thomas W.'s assortment. a phone-order service. Robert J.000 over his budget. Its slogan. when it named Caroline brand manager. La Shampoo has a stylish image that had immediately become popular. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Costello.. Introduced in 1975 and targeted at women between the ages of 15 and 30. Founder and CEO Mark Felton had seen his first product take off like a rocket. Marketing implementation. International business.: Circular Saw Line Review Process Author(s): Pearce. while Beth wants a relaunch. Michael. Eric recommends a price cut. Flood. Michael R. the line had begun a slow descent. when there are imitators all around. Automotive supplies. Tools Length: 28p 70 902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce. and houseware products. the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand.. potential benefits in standardizing multinational marketing strategy. had to make a decision regarding the depth and breadth for the circular saw product line. Product planning & policy. In 1989. Hall. HBR Case Discussions. 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. which also included retail stores. Competition. consistency in dealing with customers. Profitability analysis. Robert D. Lawn care. Distribution channels. Profitability analysis. Geographic Setting: Canada Industry Setting: Building materials industries. Hardware & fastener industry Company Size: large Subjects: Canada. Although the company is the country's most shopped retailer. 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. Industry Setting: Computer industry Subjects: Computer industry. The ad agency backed her up and called for a modest "new look" campaign. Beth Hanson. Ltd. Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden. As part of the company's marketing strategy. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. "La Shampoo: For the Look and Feel of France. Neal. Karen. Marketing strategy. Canada. but the company hadn't really addressed the problem until two years ago.

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. Bonoma. Gourville Year New: 2004 584128 Title: Capital Cities Communications. in Nantucket Sound. Geographic Setting: United States Industry Setting: Entertainment industry. Other attempts at wind farms in the United States have run into similar resistance. Consumer behavior. Sales organization Length: 27p Supplementary Materials: Teaching Note. Innovation. (506013). Inc: Spot Sales Author(s): Cespedes. Each company owned four television stations. 10p. however. Robert J. King. by Frank V. Management of change. 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. Shirley M. Inc. 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. it would have to put forth a plan that would address any concerns or objections raised by Fairbank. Rohrer is directed to examine a number of implementation alternatives. Ms. Frank V. "political. The case focuses on the process of developing a sales strategy and sales presentation for Spot Sales. Geographic Setting: United States Industry Setting: Broadcasting industry Company Size: large Gross Revenues: $664 million revenues Subjects: Business services. John Blair and Co. by Thomas V. The team knew that if it recommended going ahead. decided to evaluate their relationship with the company's advertising representative firm. Environmental protection. Fairbank also saw an opportunity to extend Capital One's capabilities into other markets. Sales management. choosing only the service most needed from JBC. Lattin. or expanding the sphere of CCCI's station's local sales forces. Publication Date: 06/01/1984 Revision Date: 09/03/1985 Product Type: Case (Field) Abstract: In late 1983 and early 1984. Public relations Length: 16p Supplementary Materials: Teaching Note. He wanted to diversify to reduce Capital One's vulnerability to consumer credit market saturation and downturns. (CCCI) Author(s): Bonoma. Karen Bong. Ken Mark NEW 504055 Title: Cape Wind Author(s): Gourville. The success had come primarily from one business: credit cards. with each tower more than 400-feet tall. who constitute the major audience for the upcoming sales presentation. Mark. Rohrer question whether or not the company is receiving the best possible representation from JBC. merged. (the rep firm for the CCC stations) to represent the eight stations now owned by the merged company." and economic concerns of station general managers at CCC/ABC. Fairbank's vision for the company was not limited to credit cards. and his team. Fairbank. CCCI's manager and Ms. This process involves analyzing the changing market for TV and sales. Fairbank's idea was to concentrate on growing. 14p.. Herman. 8p. 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. had just finished a four-month long investigation into the auto financing industry.. (586016). Not surprisingly. Product positioning. Others view it as an eyesore and a desecration of a valued public resource. by John T. Although the public can agree that wind power is a good idea. Kane. (JBC). Chairman and CEO of Capital One Financial Corporation. no one wants a wind farm in their community. renewable energy. Communications industry. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Despite having investigated over 50 diversification opportunities. Inc. He saw Capital One as not just a credit card or financial services company but rather as an informationbased marketing company. Michael. Jon E. Marketing implementation. the general sales managers of CCCI's six television stations and the assistant to the president of the broadcasting division. Despite the phenomenal success of the company in this one market. 19p. 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. and the personal. Marketing management. (591083). Inc. Marketing implementation. John T. ABC Spot Sales (the in-house ABC rep firm) is now competing with John Blair. including bringing the sales function inhouse. Capital Cities Communications (CCC) and ABC. Thomas V. the strengths and potential weaknesses of the Spot Sales versus John Blair organizations. largely because they were a poor fit or failed to capitalize on Capital One's core competencies. Fisher. Spence 588071 Title: Capital Cities/ABC. Cespedes M316 Title: Capital One: Leveraging 07/02/11 71 Information-Based Marketing Author(s): Rierson. Publication Date: 05/17/1988 Product Type: Case (Field) Abstract: In 1985. 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.. Marketing organization. Because Capital One's strategy would work well in other information-driven industries. Sales management. In particular. changing JBC's compensation. Some view the wind farm as clean. Capital One was not pursuing any. was reflecting on the success of his company since its initial public offering (IPO) in 1994. Mike Rowen. Global Research Group. Margaret L. Energy. where advertising was sold by two different "rep" firms. Marketing strategy Length: 25p Supplementary Materials: Teaching Note. Advertising industry Company Size: mid-size Gross Revenues: $180 million sales Subjects: Advertising strategy. The case raises the issue of managing outside parties and examines the role of a manufacturer's representative in the marketing function.. by Robert J. A recent hire.Marketing research. (801A26). Suppliers Length: 26p Supplementary Materials: Teaching Note. James Publication Date: 03/02/2007 Product Type: Case (Field) Publisher: Stanford University Abstract: In November 1997. Richard D. public reaction is mixed.

Yamazaki. but the volume of buyouts done by Carlyle in Japan has not been what they hoped it would be. VA Industry Setting: Automotive industry Gross Revenues: $2. Egawa. 3p.K. the firm has focused to date on leveraging its contacts in the banking business. The key decisions the Senior Brand Manager faces includes which customer segment to focus on. Buyout funds like Carlyle typically have two deal phases: sourcing and monitoring. Mayuka Yamazaki. in the face of competitive pressures and Customer Service Department • 60 Harvard Way • Boston.Marketing Capital One Canada is developing the firm's strategy for its first mass media advertising campaign there. David Publication Date: 06/15/2005 Product Type: Case (Field) Abstract: Carmax is the largest multimarket used car dealer in the U. wants to formulate a strategy to improve his firm's ability to source high-quality deals at competitive valuations. Software Length: 1p Year New: 2005 591020 Title: Car-Rental Collision Damage Waivers Author(s): Quelch. Egawa. Masako Egawa. David. Kiron. Marketing strategy. Managing Director of Carlyle Japan.S. David. by David Godes. Masako. 7p. Egawa.. Winer. He had been provided with a menu of U. Quelch. and at the same time revamp the tarnished image of the used car salesman. Masako. Coffee-Mate. by John A. Based on the interpretation of the survey research results. Winer. 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. Palter 505080 Title: CarMax Author(s): Lal. Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. by Robert J. Merliss. (508094). Hirotaka. Ltd. Russell S. Yao. David. Geographic Setting: United States Industry Setting: Car & truck rental industry Company Size: large Gross Revenues: $8 billion revenues Subjects: Automobiles. which has been a powerful institution in Japan for many years. Author(s): Wiechmann. Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Product policy and pricing issues (including the use of bundling) are discussed. Ulrich E. May be used with: (508094) Carlyle Japan (C). 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. Mayuka Yamazaki Year New: 2008 508093 Title: Carlyle Japan (B) Author(s): Godes. Geographic Setting: Japan Industry Setting: Professional services Number of Employees: 50 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Supplementary Materials: Supplement (Field). Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Supplementary Materials: Teaching Note. Pricing. what advertisements should be used to deliver these messages. Mayuka Publication Date: 03/25/2008 Revision Date: 05/16/2008 Product Type: Case (Field) Abstract: Tamotsu Adachi. Geographic Setting: Richmond.5 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2005 582035 Title: Career Women's Clothing Store Author(s): Takeuchi. Rajiv. 1p. (591117). 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. Possible remedies for some of the ethical problems raised by the marketing of CDWs are also addressed. Albert and marketing professor Russell S. advertisements--with test results for each--which he can adapt for a Canadian audience. what value proposition to signal to this segment. and then (ii) increasing the value of that business following the buyout. 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. Must be used with: (508092) Carlyle Japan (A). Masako. Polls & surveys. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2008 508094 Title: Carlyle Japan (C) Author(s): Godes. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2008 578075 Title: Carnation Foods Co.. Market research. and what customization efforts are necessary. Gillespie. Elisa M. Supplement (Field). explains GE edgelab's Terri C. Yamazaki. Yamazaki. Development stage enterprises. May be used with: (508093) Carlyle Japan (B). Sales strategy. (806A05). Industry Setting: Fast food industry Subjects: Fast food industry. Retailing Length: 45p 508092 Title: Carlyle Japan (A) Author(s): Godes. she has to make a go/no go decision. or prices. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale. Industry Setting: Apparel industry Subjects: Clothing. and has no format-to-format competitor in the $375 billion used car market.S. Product planning & policy Length: 10p Supplementary Materials: Teaching Note. Masako Egawa.. Fisher Year New: 2007 F0505K Title: Capturing Customers' Spare Change Author(s): Albert. Students are asked how the firm can improve on this deal sourcing approach. Since the profitability of a buyout depends on 07/02/11 72 finding high-quality deals. He has a presentation to Capital One's senior management team and needs to back up his recommendations with numbers and logic. John A. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Terri C. These correspond to (i) "selling" the benefits to a business owner of going with Carlyle as a buyout partner. and U.. Must be used with: (508092) Carlyle Japan (A). (508093). These contacts have brought to Carlyle a number of good quality companies. Employee promotions. Ethics. by David Godes. 6p.

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

publisher of USA Today and executive vice president for marketing of Gannett Co.. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). Dew. Scott's company. Walter J. Subjects: Brands. much less manage them. measurement. president and CEO of Campbell Soup Co. has a long-standing policy of selling its products at list price--discounts are out of the question. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores. Lindgren. overly simplistic. Some state that brand loyalties are declining and that in today's consumer world. Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr. And two Asian machine-tool companies have set their sights on Occidental's home market. Marketing management. Jim. is pushing for a discount. Mary. chairman and CEO of Backer Spielvogel Bates Worldwide. is pushing for a discount. Carl Spielvogel. Machinery. Sales management. Whitescarver. Bruce.. many questions remain about the definition. Growth strategy. "Buck". has a long-standing policy of selling its products at list price--discounts are out of the question. Marketing implementation. Lindgren. Consumer behavior. And two Asian machine-tool companies have set their sights on Occidental's home market. Occidental Aerospace. William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. 17p. Stephen H.. director of advance marketing development at IBM. Haeckel. by Susan Fournier. Yao. Bruce. Includes color exhibits. 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. 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. The era of relationship marketing. Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman. F. Maruskin. former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 90408 Title: The Case of the Migrating Markets Author(s): Levitt. is pushing for a discount. (598123). and Sir Adrian Cadbury. Scott's company. David W. 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. Rogers.G.. but Standard Machine Corp. Occidental Aerospace. Moore.. Others feel that the concept of loyalty itself is not outmoded or outdated. And two Asian machine-tool companies have set their sights on Occidental's home market. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. Market analysis. HBR Case Discussions... Despite this rich history. Rogers. Retailing.Marketing Subjects: Case method. has instilled yet greater interest in the concept. Richard T.G. Subjects: Corporate strategy. F. Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier. Occidental Aerospace. 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. Inc. 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. Marketing strategy. Pricing. Customer retention. "Buck". Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 88205 Title: The Case of the Pricing Predicament (HBR Case Study and Commentary) Author(s): Karr. but Standard Machine Corp. Whitescarver. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions.. Scott's company. Susan. Inc. Here's how to do discounts right. John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices. 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. but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired. has a long-standing policy of selling its 07/02/11 74 products at list price--discounts are out of the question. Marketing management Length: 24p Supplementary Materials: Teaching Note. Loyalty. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Johnson. Moore. and significance of brand loyalty. 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. multibrand usage--not brand loyalty-appears the norm. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215) Customer Service Department • 60 Harvard Way • Boston. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business.. Marci K. Richard T. but Standard Machine Corp. with its focus on retaining customers for life. and conceptually limiting idea. Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr. Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon.

Moore. setting up an 800 number to answer consumers' technical questions in plain English. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. luring her away from a leading packaged-goods company. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. Matt. Jack is at a loss. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. But the other members of the senior staff are skeptical. Benson P. Scott. and bundling extensively. explores the question of how PC companies can make money in the increasingly price-competitive consumer market. a multibillion-dollar maker of desktop computers. Larry. Moore. 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. In response. Dubinsky. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Keeley. Matt. George. Jack is at a loss. Andy. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. Pifer. Geoff. CEO Jack Thompson has hired a new manager for the consumer division. Linda Marcus. Consumer marketing. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk. 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. Ward. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. setting up an 800 number to answer consumers' technical questions in plain English. a Boston Consulting Group vice president based in San Francisco. Halprin. Andy. The senior staff of Praxim. 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. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. Veloria. Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 98603Z Title: The Case of the Profitless PC (Commentary for HBR Case Study) Author(s): Blackburn. a Boston Consulting Group vice president based in San Francisco. 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). Market definition. luring her away from a leading packaged-goods company. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . CEO Jack Thompson has hired a new manager for the consumer division. Linda Marcus. Philip Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. Ruth Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. face some tough questions: Is it possible to make money selling personal computers to consumers? And if so. luring her away from a leading packaged-goods company. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Publication Date: 07/01/1989 Product Type: Harvard Business Customer Service Department • 60 Harvard Way • Boston. George. Halprin. 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. Quesnelle. Keeley. how? What resources need to be mustered? Where should they be directed? After years of strong profits. Andy. HBR Case Discussions. a Boston Consulting Group vice president based in San Francisco. Scott. In response. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. Ruth. Linda Marcus. The senior staff of Praxim. how? What resources need to be mustered? Where should they be directed? After years of strong profits. a multibillion-dollar maker of desktop computers. Philip. Veloria. face some tough questions: Is it possible to make money selling personal computers to consumers? And if so. Marketing strategy Length: 11p 07/02/11 75 98603X Title: The Case of the Profitless PC (HBR Case Study) Author(s): Blackburn. how? What resources need to be mustered? Where should they be directed? After years of strong profits. Matt. Halprin. The senior staff of Praxim. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? May be used with: (98603X) The Case of the Profitless PC (HBR Case Study). Donna. Veloria. Ward. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. But the other members of the senior staff are skeptical. Geoff Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn. Larry. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 89415 Title: Case of the Tech Service Tangle Author(s): Shapiro. a multibillion-dollar maker of desktop computers. Praxim is being dragged down by increasing competition in the consumer segment of the PC market. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Market segmentation. 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. and bundling extensively. Quesnelle. and bundling extensively. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times. CEO Jack Thompson has hired a new manager for the consumer division. Pifer. Dubinsky. But the other members of the senior staff are skeptical. Jack is at a loss. Consumer behavior. Donna. Ruth.Marketing The Case of the Pricing Predicament (Commentary for HBR Case Study). In response.

doubted LaTreat's long-term market strength. Retail industry Company Size: small Gross Revenues: $28 million sales Subjects: Advertising strategy. Lastly.. 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. Mark A. He is the author of four previous books.. Inland Bar and Structural Co. William H.'s Component Test Group." from Toys R Us and Home Depot to Wal-Mart and Costco. 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. the company's first. Joseph Alvarado. and mom-and-pop stores and to reshape the concept of shopping malls. Spector vividly recounts how "category killers.. Publication Date: 07/01/2003 Product Type: Harvard Business Review Article Abstract: Most companies make charitable donations. Pricing strategy.. Salmon. Geographic Setting: California Industry Setting: Retail industry Number of Employees: 294 Gross Revenues: $70 million revenues Subjects: Advertising strategy. Those that do take such an approach commit talent and know-how. regional chains. Product life cycle. Urban. Moult. After several years of 50% and 60% growth. Carol L. a white pigment and color enhancer. and is influenced by.com. Subjects: HBR Case Discussions. Feldman. Clothing. and still successful. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register.95 R0307H Title: Causes and Effects Author(s): Cone. marketing vice president of Monsanto Chemical Co.. Product management Length: 8p 383052 Title: Casual Male: Off-Price Men's Apparel Retailing Author(s): Tedlow.. retail expert. Innovation. vice president of Teradyne. McNamee WCRS. Keenan. Product introduction. Abraham B. Robert Publication Date: 11/01/2004 07/02/11 76 Product Type: HBS Press Book Abstract: Retail is a dynamic and often ruthless world that equally influences. Marketing strategy. Supermarkets Length: 34p Supplementary Materials: Teaching Note. What course should the division pursue? David L. recently retired as a research director at E. and James A. Cohen. Subjects: Corporate strategy. it can be used in courses on small business or entrepreneurship. Author(s): Bell. They feared Sweet Dream would take away market share from LaTreat. 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. Marketing management. Starr. Marketing strategy. entry in frozen specialty desserts. has captured the bulk of the inks. to a pressing but carefully chosen social need and then tell the world about the cause and their service to it. Consumer marketing. who had spent 18 months evaluating the new product and strongly favored the launch. have ingeniously rewritten the retail playbook and. Robert Spector is a seasoned business journalist. Du Pont de Nemours. Chay. Spector explores the brilliant strategies that have enabled category killers to overpower department stores. Inc. Product management. in the process. executive vice president of General Foods Worldwide. Sweet Dream's product manager. Based on decades of research and investigative reporting. 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. Marketing strategy. Inc. Retailing Length: 32p 594026 Title: Catalina Marketing Corp.. The Pigments Division of Industrial Chemicals.Marketing Review Article Abstract: Very successful products tend to have sales curves that soar and then flatten. Prestridge. (595093). Marketing management. paints. Through the association. 4p. Four executives Jerry Della Femina. John M. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide.evaluate Bill Horton's performance and examine whether Paradise Foods should reconsider its no-launch decision. Industry Setting: Merchandising. Market share. Geographic Setting: Massachusetts Industry Setting: Apparel industry. HBR Case Discussions. and dyes markets with WP-88. DaSilva. and international speaker on customer service and corporate culture. David E. Retailing. 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. and advertising. consumer demands and desires shift with new offerings. director of marketing research for NutraSweet Co. He also identifies emerging trends and inevitable roadblocks that could dethrone today's powerhouses. by David E. Bill Horton. selling. the company's new premium frozen dessert. Consumer marketing. Retail industry Subjects: Competition. but few approach their contributions with an eye toward enhancing their brands. chairman and CEO of Della Femina.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Walter J. not just dollars. the curve seems destined for decline. New players constantly emerge to satisfy consumer demand better. including The Nordstrom Way and Amazon. . the consumers it exists to serve. Growth strategy. Sliney. Bell 9608 Title: Category Killers: The Retail Revolution and Its Impact on Consumer Culture (Hardcover) Author(s): Spector. both the business and the Customer Service Department • 60 Harvard Way • Boston.I. Stephen H. Sales promotions. 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. Richard S. In Category Killers. executive vice president of SAMI/Burke. Sales management Length: 7p 88513 Title: The Case of the Test Market Tossup Author(s): Star. and Richard F. discuss the question and explain how they would manage the decision. Retailing Length: 224p List Price: $27. Absorbing and insightful. Alison T. Entrepreneurship. profoundly altered cultural and economic factors--from migration and traffic patterns to legislation and taxation to wages and jobs. Glen L. Catalina is currently trying to decide where and how to expand its operations. Inc. bar and structural sales. believing that the company was protecting a product that was already tiring. and existing firms disappear when they can't adapt. general manager.

Software Length: 17p 07/02/11 77 98A022 Title: Chai-Na-Ta (Asia) Ltd. Sales management. strengthen relations with business partners. Public relations. At the same time. 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 in some cases it is transforming and even obliterating channels themselves. There are three essential purposes of distribution channels: to support economies of scope. John Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: LACC Case Abstract: Centra is a pioneer in software eLearning. Strategic planning Length: 7p NEW 597077 Title: Center for Women & Enterprise: Looking for a Director of Development with "The Scrappiness Factor" Author(s): Kosnik.. John R. She must select a new senior sales executive. Women Length: 18p 502009 Title: Centra Software Author(s): Deighton. a company should put all its assets to work. and drive sales. a business should commit to a cause before picking its charitable partners. Zakarian. Third. Market definition. Marketing implementation. Marketing strategy. Pierre R. Marketing implementation. International marketing. Market definition. a company should promote its philanthropic initiatives through every possible channel. a company should select a cause that advances its corporate goals. Gleave. how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy. Tom Publication Date: 08/11/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chai-Na-Ta (Asia) Ltd. Author(s): Kennedy. It is debating how to modify its go-to-market strategy. Software Length: 17p Supplementary Materials: Teaching Note. an integrated ginseng firm. Corporate responsibility. 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.Marketing cause benefit in ways they could not otherwise. Nonprofit marketing. its market is evolving. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp. 13p. At the same time. by John Deighton 9-504-P04 Title: Centra Software. arrayed versus distribution channel functions. Thomas J. decide how to share responsibilities. It is modifying many of the assumptions on which channel structure is based. It is debating how to modify its go-to-market strategy. John. Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Abstract: Centra is a pioneer in software eLearning. and the irrelevance of location. while new channels and intermediaries will take their place. distribution. May be used with: (305002) Timberland: Commerce and Justice. its market is evolving. adding telesales to improve sales force productivity. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information. Second. Subjects: Brand management. adding telesales to improve sales force productivity. and to search for information essential to both producer and consumer. and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. and decide how to pick the best prospective funding sources. However. First. and pricing. (898A22).. MA Industry Setting: Entertainment industry Number of Employees: 4 Gross Revenues: $1 million revenues Subjects: Entrepreneurial management. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. Pricing Length: 18p Supplementary Materials: Teaching Note. product(s) focus. Hong Kong Industry Setting: Consumer products Company Size: large Subjects: Agriculture. Business & society. Geographic Setting: Boston. and Chevrolet have recognized that a sustained causebranding program can improve their reputations. Social enterprise. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city. he is unsure of the degree to which this can be transferred to the mainland markets. to routinize transactions. the Internet and Web have brought about the death of distance. Although he has significant knowledge of the Hong Kong market. ConAgra Foods. Geographic Setting: China.. Sales management. Pouliquen. the homogenization of time. by Tom Gleave BH036 Title: Changing Channels: The Impact of the Internet on Distribution Strategy Author(s): Pitt. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing. how to manage conflict between field sales and telephone sales. Natalie Publication Date: 05/23/1997 Product Type: Case (Field) Abstract: Andrea Silbert is founder of the Center for Women & Enterprise. provides a guide to identifying which traditional channels will either undergo transformation or perish and where new Customer Service Department • 60 Harvard Way • Boston. And the targeted causes receive far more money than they could have from direct corporate gifts alone. and competition between best-of-breed collaborators and single-source vendors. As a result. Market entry. a nonprofit with a mission to empower women to become economically selfsufficient and prosperous through entrepreneurship. And fourth. Berthon. Berthon. Sales management. boost their employees' morale. China.. Philanthropy. Portuguese Version Author(s): Deighton. 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. how to manage rapid growth markets. 10p.. Distribution. they say. 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. Distribution. target market(s). A matrix model of these developments. many intermediaries will die out. Leyland F. The authors examine these best practices and offer four principles for building successful cause-branding programs. (503047). International marketing. Organizations such as Avon. especially its employees.

Salmon. Marketing strategy. Market research. Rajiv. Michael J. "Talk to Chuck" Advertising Campaign Ad Clips. (994021). Industrial markets. Design management. 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. Geographic Setting: Canada Industry Setting: Retail industry Number of Employees: 50 Gross Revenues: $2 million revenues Subjects: Canada. they hire design consultants to create a new corporate identity for the hospital. Electronic commerce. (508064). Product positioning Length: 2p Supplementary Materials: Teaching Note. 3) major factors that affect producer-reseller relations. Market research. by Margaret Bruce 994021 Title: Changing Corporate Identity: The Case of a Regional Hospital. (994022). "Talk to Chuck" Advertising Campaign Ad Clips. Growth strategy. John A. 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. Internet. value has two components: benefits received and price paid. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 509702 Title: Charles Schwab & Co.. As part of this plan. 07/02/11 78 Jason Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: For customers. Hospital administration. Marketing strategy. The matrix model suggests how existing firms and entrepreneurs can perform their distribution functions more efficiently. 2p. Cross functional management. It enables identification of competitors poised to use the media to change the rules of the marketplace.. by Margaret Bruce 590045 Title: Channel Management Author(s): Cespedes.Marketing channels will emerge. the creation of a new identity to satisfy the various publics served by the hospital. Industry Setting: Hospital administration Subjects: Communication strategy. managers can plot a simple chart that reveals any misalignment and use it to balance the benefit-price equation. Quelch 509701 Title: Charles Schwab & Co. Margaret Publication Date: 01/01/1994 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Follows the implementation of the corporate identity. and implementation of a communications plan.ca Author(s): Roberts. Distribution planning.. "Talk to Chuck" Advertising Campaign Ad Clips. May be used with: (509702) Charles Schwab & Co. World Wide Web Length: 10p 994020 Title: Changing Corporate Identity: The Case of a Regional Hospital Author(s): Bruce. Marketing organization. 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. it helps managers brainstorm ways in which an existing industry can be vulnerable and a totally new one defined. Video Supplement (DVD) Author(s): Quelch. Must be used with: (507005) Charles Schwab & Co. the hospital's executive management team develops a strategic plan to reposition the hospital. and asks students to identify the marketing levers that can drive the business model. Finally. 2) key components and choices in channel management.. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts. 9p. and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems. Green. Growth strategy. Lal. Subjects: Distribution channels.. "Talk to Chuck" Advertising Campaign Ad Clips. IN Industry Setting: Health care industry Number of Employees: 1. 2p. by Margaret Bruce.: The "Talk to Chuck" Advertising Campaign. Geographic Setting: Columbus. Inc. After gauging their customers' perceptions of value. 2p. Must be used with: (507005) Charles Schwab & Co. Video Supplement (DVD). Cross functional management. Hospital administration.: The "Talk to Chuck" Advertising Campaign. Marketing management.500 Gross Revenues: $100 million revenues Subjects: Communication strategy. (994022). focusing on the relationship between marketing and design as they work through the renaming of the hospital. by John A. Must be used with: (994020) Changing Corporate Identity: The Case of a Regional Hospital. Video Supplement (VHS) Author(s): Quelch. Distribution channels. 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. Teaching Note. 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. Epilogue Author(s): Bruce. Design management. Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business. Retailing Length: 25p F0709D Title: Charge What Your Products Are Worth Author(s): Bala. May be used with: (509701) Charles Schwab & Co.00 Supplementary Materials: Teaching Note. This case examines this complex project. John A. Product positioning Length: 16p Supplementary Materials: Supplement (Field). Video Supplement (VHS). Subjects: Distribution. Frank V. Walter J. Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $150. Venkatesh. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Sales management Length: 10p 801158 Title: Chapters. including investment in new technology and upgraded facilities to attract leadingedge physicians and nursing staff. Inc.

CA Industry Setting: Financial services Gross Revenues: $5. Geographic Setting: Spain. (9-509-704). Suppliers Length: 6p Supplementary Materials: Teaching Note. widely known as a discount brokerage firm. by Benson P. Brand management. Quelch. Benson P. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Product lines Length: 20p Supplementary Materials: Supplement (Library). (590094). Geographic Setting: Europe Industry Setting: Commercial banking. Europe. 5p. Banking industry Subjects: Commercial banking. 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. Quelch 507005 Title: Charles Schwab & Co. Technology Length: 23p 593049 Title: Charoen Pokphand Group Author(s): Goldberg. The company has no marketing team. it will have to fire a significant number of engineers because of budgetary constraints. Communication strategy. Negotiations. by John A. it doesn't even have a VP of marketing or sales yet. position its brand? This case presents elements of the company's overall brand strategy-including brand assets. Pricing. 9p. 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.: Introducing a New Brand Author(s): Lal. Geographic Setting: San Francisco. The series explores the jurisdictional difficulties in mobilizing the Chase's strength. However. China. E. Customer relations. This case introduces Spain and its market opportunities as well as the Chase. Youngme Publication Date: 08/31/2001 Product Type: Color Case Abstract: Charmed Technology. Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Subjects: Innovation. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. it is difficult for the Chase to develop and execute a coherent strategy in a geographical area. Interdepartmental relations.. (509702). a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers. and media message. Provides students with the perspective of transfering agribusiness technology from one country to another. Video. Benson P. Quelch. 4 min.: The "Talk to Chuck" Advertising Campaign Author(s): Quelch. (590094). Purchasing. International marketing. International business. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/22/1991 Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. A rewritten version of a case by W. 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. by John A. (590085). 9p. (9-509-703).. 7p. 590086 Title: Chase Manhattan Bank (C): The Individual Bank Author(s): Shapiro. (508064). Shapiro. Quelch Year New: 2007 502020 Title: Charles Schwab Corp.Marketing List Price: $150. 590085 Title: Chase Manhattan Bank (B) Author(s): Shapiro. Video. 20p. The "CharmIT" is being billed as the world's first affordable. message strategy. Customer relations. Raymond Corey 502012 Title: Charmed Technology Author(s): Moon. Europe. 11 min. (508064). David Publication Date: 11/26/2001 Product Type: Case (Field) Abstract: As the financial services industry converges. 4 min. Thus. Geographic Setting: Asia Industry Setting: Poultry & egg production Subjects: Agribusiness. Given that the CharmIT is still a first-generation product. Indeed. Winig... Advertising strategy. The bank is very large with a broad. complex product line. Customer service. CEO Alex Lightman is unsure whether this makes sense. It is organized by products and market types. and performance measures. John A. by Benson P. Test market results facilitate discussion of advertising objectives. (509701). 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. Kiron. Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) Abstract: Involves price negotiation and reciprocity.. International banking.00 Supplementary Materials: Teaching Note. Shapiro. by John A. choice of target audience. Video.8 billion revenues Subjects: Advertising campaigns. . Marketing strategy Length: 27p NEW 590024 Title: Charlestown Chemical. by John A. 7p. (590025). if Charmed decides to hire a marketing team. Shapiro. Quelch. Supplement (Library). 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. Benson P. Financial services. Product introduction. Willis. International business. Inc. 11 min. by Benson P.. by John A. has just released its first product. Includes color exhibits. especially China. Interdepartmental relations. Landendorf. Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Chemicals. 07/02/11 Southeast Asia Length: 22p 79 590084 Title: Chase Manhattan Bank (A) Author(s): Shapiro. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by E. New product marketing. by John A. Expansion.B. Marketing planning. Ray A. Quelch. wearable computer for consumers. Must be used with: (590084) Chase Manhattan Bank (A). Inc. how should Charles Schwab. Rajiv. media selection. International banking. Author(s): Corey. Product lines Length: 24p Supplementary Materials: Supplement (Field). England and J. Vincent N. Video.

. Benson P. Global. 590087 Title: Chase Manhattan Bank (D): The Global Bank Author(s): Shapiro. Also explores the critical issues facing the Individual Bank management responsible for Spain including a branch expansion and the development of new products. (590092). Shapiro. 7p. International banking. Shapiro. International business. (590091). 80 590090 Title: Chase Manhattan Bank (G): International Institutional Sales Author(s): Shapiro. 7p. (590090).. and its approach to Spain. Interdepartmental relations. The key integration issues are Chase's overall image in Spain. a worldwide Chase organization that markets to individual consumers and small businesses. 2p. by Benson P. This case describes the Individual Bank. Product lines Length: 3p Supplementary Materials: Supplement (Library). Supplement (Field). Shapiro. Interdepartmental relations. by Benson P. This case deals with the Institutional Bank. International business. by Benson P. Benson P. International banking. Customer relations. There is also an explanation of the pressing issues on the minds of those responsible for the Global Bank in Spain including its relationships to the Individual Bank in Spain. This case describes the Global Bank. Geographic Setting: Spain. Supplement (Library).. Banking industry Subjects: Commercial banking. . Europe. Europe. Interdepartmental relations. the lack of a single direction in key market segments. International business. 7p. Benson P. internal barriers to cooperation. Interdepartmental relations. (590094). often information and computer intensive. Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. Geographic Setting: Spain. Geographic Setting: Spain. International business. Geographic Setting: Spain. Benson P. a worldwide Chase organization that markets to larger corporations. 590092 Title: Chase Manhattan Bank (I): Luxembourg Unit Trusts Author(s): Shapiro. Product lines Length: 4p Supplementary Materials: Supplement (Library). Europe. Customer relations. This contrasts with the desire of some customers to have an institutional relationship with their bank. Product lines Length: 20p Supplementary Materials: Supplement (Field). Customer relations. Interdepartmental relations. 07/02/11 Shapiro. 7p.. Europe. Customer relations. and Institutional) Chase worldwide banks.Marketing Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. International banking. . . 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. Jarvie Customer Service Department • 60 Harvard Way • Boston. International business. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. 590089 Title: Chase Manhattan Bank (F): Integration Issues Author(s): Shapiro. to selected market segments such as other banks and insurance companies. by Benson P.. (590093). Shapiro. Supplement (Library). (590094). (590094). 590088 Title: Chase Manhattan Bank (E): The Institutional Bank Author(s): Shapiro. Shapiro. Shapiro. Shapiro. 3p. Interdepartmental relations. International business. 7p. (590094).. International banking. (590094). 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. by Benson P. by Benson P. by Benson P. by Benson P. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. Benson P. 5p. 590091 Title: Chase Manhattan Bank (H): International Individual Bank Author(s): Shapiro. by Benson P. International banking. Presents the bank's products and services. 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. Geographic Setting: Europe Industry Setting: Commercial banking. It builds upon the first five cases and focuses on the issues related to integrating the three (Individual. Jarvie PA Publication Date: 03/09/1990 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. Banking industry Subjects: Commercial banking. Product lines Length: 15p Supplementary Materials: Supplement (Field). Supplement (Library). International banking. Customer relations. Europe. Benson P. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking. Shapiro. Geographic Setting: Europe Industry Setting: Commercial banking. a worldwide Chase organization that markets specific products. 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. 4p. and communication across lines of business. Must be used with: (590088) Chase Manhattan Bank (E): The Institutional Bank. Shapiro. Customer relations. Product lines Length: 8p Supplementary Materials: Supplement (Library). Explains the Institutional Bank products and opportunities in Spain. and internal Chase competition for the small to medium sized ("middle market") commercial customers. 7p. Presents the Global Bank's history and position in Spain and its marketing approach there including a description of products and services offered. An important part of the case focuses on its relationships with Chase's Individual and Global Banks. Europe. by Benson P. Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking.. (590094). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product lines Length: 16p Supplementary Materials: Supplement (Field).

(IES031). 1990. Benson P. Joint ventures. (590087) Chase Manhattan Bank (D): The Global Bank. Computer systems. trade promotion. Benson P. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising. How can the best action plan be determined? Geographic Setting: Europe Industry Setting: Automotive industry. International marketing. Merliss. European Economic Interest Grouping (CLG. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. Inc. 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. Product lines Length: 5p Supplementary Materials: Supplement (Library). International business. 11p. Must be used with: (590092) Chase Manhattan Bank (I): Luxembourg Unit Trusts. Competition. 7p. Geographic Setting: Europe Industry Setting: Commercial banking. Marketing management Length: 28p Supplementary Materials: Teaching Note. The decision maker is a London based product development manager.S. by Benson P. This case describes AEIE's management and the situation and perspectives just after its conception. and consumer promotion. (590085) Chase Manhattan Bank (B). Product lines Length: 7p 584089 Title: Chemical Bank: The Pronto System Author(s): Quelch.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Pares. Customer relations. German. some important strategic objectives have already been achieved for its members. Communication strategy. John A. 15p. (590094).: Vaseline Petroleum Jelly Author(s): Quelch. Interdepartmental relations. International business. Marketing planning. Banking industry Subjects: Commercial banking. Chemicals. Geographic Setting: Europe Industry Setting: Commercial banking. Its principal target market were automobile manufacturers and it competed with 07/02/11 81 large multinational paint manufacturers. Marketing strategy. Europe. Management of crises. Renart 504S07 Title: Chesebrough-Pond's. Customer relations. Banking industry Subjects: Commercial banking. Financial services. New product marketing. Interdepartmental relations.: Vaseline Petroleum Jelly. 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. 590093 Title: Chase Manhattan Bank (J): European Corporate Finance Author(s): Shapiro. Consumer marketing. Spanish Version Author(s): Quelch. by Lluis G. Customer relations. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising. Europe. Inc. Shapiro. Europe. French. (585098). Europe. Consumer marketing. and consumer promotion. Shapiro. (590088) Chase Manhattan Bank (E): The Institutional Bank. (590086) Chase Manhattan Bank (C): The Individual Bank. banks. EEIG) Author(s): Renart. 590094 Title: Chase Manhattan Bank (K): List of Characters Author(s): Shapiro.. Must be used with: (590087) Chase Manhattan Bank (D): The Global Bank. John A. (590093) Chase Manhattan Bank (J): European Corporate Finance. John A. Publication Date: 03/22/1984 Revision Date: 11/30/1988 Product Type: Case (Field) Abstract: Two Chemical Bank vice presidents are reviewing the marketing of the Pronto Home Banking System. Marketing planning. thanks to AEIE. Quelch IES030 Title: Chemical Labour Grouping. trade promotion. While it appears that. Banking industry Subjects: Commercial banking. Interdepartmental relations. 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. Product lines Length: 2p Supplementary Materials: Supplement (Library). Consumer goods. (590090) Chase Manhattan Bank (G): International Institutional Sales. International business. Lluis G. and British. 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. the future seems quite uncertain.. Geographic Setting: Europe Industry Setting: Commercial banking. Product management. Communication Customer Service Department • 60 Harvard Way • Boston. There are notable opportunities but serious dangers and difficulties as well on the horizon of the Europe of 1993. Sales promotions Length: 22p 581047 Title: Chesebrough-Pond's. (590084) Chase Manhattan Bank (A). One is responsible for licensing use of the Pronto software to other U. by Benson P. It was formed by four paint manufacturers: Spanish. (590094). (590091) Chase Manhattan Bank (H): International Individual Bank. International banking. The second is responsible for formulating and executing the commercial introduction of the Pronto System in New York City.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. (590089) Chase Manhattan Bank (F): Integration Issues. Chemical industry Subjects: Automobile industry. by John A. International banking. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Gross Revenues: $50 billion assets Subjects: Advertising. EC single market. International banking.. 7p. Francisco Publication Date: 01/01/1990 Revision Date: 04/01/1994 Product Type: Case (Field) Publisher: IESE Business School Abstract: On March 13. Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. the first Chemical Labour Grouping [Agrupacion Europea de Interes Economico (AEIE)] was established in Spain.

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

much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). when consumers are forced to make trade-offs between product attributes or helping the environment. Streaming. V. by Rohit Deshpande 07/02/11 NEW 83 9-507-P03 Title: Cipla. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. Health insurance. Teaching methods Length: 6p 503085 Title: Cipla Author(s): Deshpande. Case Video. 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. Winig. Patents. India. by Rohit Deshpande. Weber. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Corporate responsibility. Portuguese Version Author(s): Deshpande. (304053). In contrast. Marketing management. How.. Marketing implementation. the political marketplace offers a relatively limited range of options. Pharmaceuticals industry. Rohit. as the growing number of people willing to pay a premium for green products--from organic foods to energy-efficient appliances--attests. sometimes becoming too much of a good thing for both consumers and marketers. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Choice is an integral part of life--linking with desire. must decide what to do about Cipla's future. (307021). by Regina E. Health care. Marketing strategy. by Rohit Deshpande. Case Video. Subjects: Environmental protection. (1278-9). Argues the advantages of the "choreography" method from the point of view of students' learning. choice is essential to representative democracies. Case Video. 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. It's even more important to realize. that there is no single green marketing strategy that is right for every company. And. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. 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. Herzlinger. 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. Weber Year New: 2004 304053 Title: Circle Gastroenterology Products (B) Author(s): Herzlinger. (507705). Ethics. quality. It also comes with burdens. Nevertheless. Bloom. 7 min. the environment almost never wins. reimbursement. Regina E. depending on market and competitive conditions. Product development. 2p. Publication Date: 11/05/2003 Revision Date: 09/15/2008 Product Type: Case (Field) Abstract: A new. illustrating. then. James B. Rohit. and citizens may or may not obtain outcomes that accord with their preferences. Winig. and rationality. yet. John A.95 SMR157 Title: Choosing the Right Green Marketing Strategy Author(s): Ginsberg. Jill Meredith. however. Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: LACC Case Abstract: The head of Cipla. sales. Medical supplies. Aldo Sesia Jr. and performance. Concludes with a description of that method and some tips on how to use it. much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). 14p. availability. James B. Kasturi Publication Date: 01/31/1995 Revision Date: 04/19/1996 Product Type: Note Abstract: Compares four different approaches to case teaching: lecturing. The authors suggest that companies should follow one of four strategies.Marketing Author(s): Quelch. Was the problem one of marketing strategy. 7 min. Regulation Length: 20p Supplementary Materials: Supplement (Field). Marketing strategy. Customer Service Department • 60 Harvard Way • Boston. Product lines Length: 21p Supplementary Materials: Teaching Note. Public policy Length: 8p Year New: 2004 595074 Title: Choreographing a Case Class Author(s): Rangan. power. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.. must decide what to do about Cipla's future. price. 7 min. Weber. should companies handle these issues? They must always keep in mind that consumers are unlikely to compromise on traditional product attributes. (507706). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product introduction. Pricing. Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. 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. identity. Regina E. Ethics. James B. With India poised to enforce international patents in only two years. Paul N. minimally invasive medical device has achieved only onethird of its budget. a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa. and choreographing a case. Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Abstract: The head of Cipla.. such as convenience.. Subjects: Case method. Jocz. For example. With India poised to enforce international patents in only two years. the news isn't all bad. those "other things" are rarely equal in the minds of consumers. theorizing.

Geographic Setting: United States Gross Revenues: $18 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Distribution channels. DVD. Marketing strategy. 4p. by V. Service management Length: 25p Supplementary Materials: Supplement (Field). Product positioning. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: Supplement (Field) Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. Product positioning. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Spanish Version Author(s): Rangan. 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. The bank's New York headquarters. Consumer credit. Students make a decision. and several of its country managers in the region. 14p. Pricing. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law.00 503S47 Title: Citibank: Launching the Credit Card in Asia Pacific (A). Health insurance. Kasturi Rangan BESTSELLER 9-508-S05 Title: Citibank: Launching the Credit Card in Asia Pacific (B). V. 14p. Pricing. DVD Abstract: Presents the launch advertisements in four Asia Pacific countries. Kasturi Rangan Year New: 2005 595522 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. Spanish Version Author(s): Rangan. India--1993. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: LACC Case Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. and if a "go" decision is made. and if a "go" decision is made. Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min Year New: 2005 595523 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region. Product positioning. Must be used with: (304052) Circle Gastroenterology Products (A).Marketing Publication Date: 11/05/2003 Revision Date: 01/02/2008 Product Type: Supplement (Field) Abstract: Supplements the (A) case. (595522). Case Video. Medical supplies Subjects: Global Research Group. Health insurance. they work out 07/02/11 84 a comprehensive launch plan. The bank's New York headquarters. Kasturi Rangan. Robert D. (595027) Citibank: Launching the Credit Card in Asia Pacific (B). (595104). International marketing. Kasturi Rangan. V. Teaching Note. (595027). Pricing. Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new business strategy. V. 8 min. V. Health care. Cisco took a dip in its sales and profits in 2001. V. Service management Length: 8 min List Price: $150. Product introduction. Describes those changes and poses new channel management challenges in light of Cisco's entry into new markets and technologies. by V. India--1993. Video Author(s): Rangan. Product introduction. Marketing strategy. (595523). Service management Length: 4p Supplementary Materials: Case Video. Students will make a decision. Marketing strategy. 8 min. Product introduction. Product development. Marie Bell. by V. V. International marketing. were not enthusiastic. Service management Length: 28p 595026 Title: Citibank: Launching the Credit Card in Asia Pacific (A) Author(s): Rangan. by V. Market entry. Consumer credit. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Coming back from the recession. Product positioning. Kasturi Rangan 584016 Title: Citibank: Marketing to Multinational Customers Author(s): Buzzell. Kasturi Publication Date: 06/01/1995 Product Type: Case Video Abstract: Presents the launch advertisments in four Asia Pacific countries. 8 min. Consumer credit. Case Video. by V. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. Product introduction. Pricing. by V. Marketing strategy. 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. 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. Regulation Length: 2p Year New: 2004 505006 Title: Cisco Systems: Managing the Go-to-Market Evolution Author(s): Rangan. International marketing. Industry Setting: Health care industry. Kasturi Rangan. they will work out a comprehensive launch plan. Video (DVD) Author(s): Rangan. International marketing. (506065). Consumer credit. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Geographic Setting: Asia Subjects: Asia. Marketing strategy Length: 20p Supplementary Materials: Teaching Note. Medical supplies. Geographic Setting: Asia Subjects: Asia. were not enthusiastic. Product introduction. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia. (595523). Marketing strategy. and several of its country managers in the region. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: Case (Field) Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. V. Kasturi Publication Date: 06/01/1995 Product Type: Case Video.

Marketing organization. Banking industry Subjects: Commercial banking. In 1984. (502029). 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. Steven R. Industry Setting: Commercial banking. Christopher H. Market segmentation. 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. Quelch. Multinational corporations. Palesy. Brands. (586002). Organizational behavior. (586090). Product management. CEO of Citi's Global Consumer Group International.Marketing global account relationships. Carin-Isabel Publication Date: 03/03/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. junk autos. International marketing. Ajay Banga. Laura Winig. by John A. violations by category. Geographic Setting: Dallas. Carin-Isabel Publication Date: 02/28/2008 Product Type: Case (Field) Abstract: With its history of growth through acquisition. Marketing strategy. Yorkston. The Skin Machine product manager must interpret these results to the marketing director. by Susan Fournier. Strategic market planning Length: 30p Supplementary Materials: Teaching Note." demographic data. Bates 579112 Title: Clairol Skin Machine (C) Author(s): Salmon. Industrial markets. Quelch. Marketing strategy. Product positioning Length: 27p Supplementary Materials: Supplement (Field). Andrea Wojnicki. by John A. Consumer behavior. or communications campaign emphasizing voluntary compliance. Must be used with: (584087) Clairol Appliance Division: The Skin Machine (A). Quelch. Major organization changes were made in 1974 and 1980. Market research. Lovelock 500055 Title: Claiborne Asks Web Surfers to Name New Line Author(s): Fournier. International banking. Walter J. He concludes that the advertising program may be deficient 07/02/11 85 and designs an advertising field test. Laura Winig. and control of mosquitoes and rats. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust.J. for each of 33 "neighborhoods. Publication Date: 03/08/1984 Product Type: Supplement (Field) Abstract: The results of the advertising field test developed in the (A) case are presented. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2008 578177 Title: City of Dallas Author(s): Lovelock. Cynthia A. Based on an earlier case by W. New product marketing. The case describes the history of branding and rebranding at Citigroup at a time of increasing global competition in financial services. Industry Setting: Consumer products Subjects: Consumer goods. Knoop. Exhibits (8p) include. Teaching Note. 29p. Salmon. Yorkston 584087 Title: Clairol Appliance Division: The Skin Machine (A) Author(s): Quelch. (586090).. Marketing strategy Length: 22p Supplementary Materials: Teaching Note. Product development. Geographic Setting: United States Industry Setting: Appliance industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Consumer goods. (501007) Renaming Computer Power Group. Product introduction Length: 5p Supplementary Materials: Teaching Note. Clothing. 13p. 13p. 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. NY Industry Setting: Fashion industry Subjects: Brand equity. Eric A. some executives are concerned about inadequate attention being given to multinational corporate accounts. Buzzell 9-508-010 Title: Citigroup: Re-Branding in 2007 (A) Author(s): Deshpande. Marketing management. Product management Length: 36p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. by Robert D. (502064). 16p. Consumer marketing. John A. Eric A. Salmon. Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Knoop. 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Andrea Wojnicki. stray animals. high weeds. by Christopher H. Consumer behavior. (500066) Naming the Edsel. by John A. 1p. 29p. more frequent inspections. Product development. Rohit. (502034) Naming the Edsel (Condensed). Local government. Bates 584088 Title: Clairol Appliance Division: The Skin Machine (B) Author(s): Quelch. Geographic Setting: United States Industry Setting: Personal care products Company Size: large Gross Revenues: $2 billion sales Subjects: Competition.J. Cynthia A. Wojnicki. (DMI001) Creating a Corporate Identity for a $20 Billion Startup: Lucent Technologies. Product lines. Product management. Consumer goods. Market research. Students must evaluate the test design and address the more fundamental question of the Skin Machine's viability. 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. Based on an earlier case by W. Rohit. TX Industry Setting: Government & regulatory Subjects: Communication strategy. (587173). Teaching Note. Geographic Setting: New York. and citizen perceptions of problem areas. Possible approaches include higher fines for violations. John A. 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. Susan. by Susan Fournier. 16p. (584088). Product positioning Length: 1p Supplementary Materials: Teaching Note. Consumer marketing. Organizational behavior.

But Neptune's recent investment in state-ofthe-art freezer trawlers. (581150) Clark Material Handling Group-Overseas: Brazilian Product Strategy (B). Geographic Setting: Brazil Industry Setting: Machinery industry Company Size: Fortune 500 Gross Revenues: $600 million revenues Subjects: Market research. How can he get others to see the danger. Robert J. Schulman. (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A). Dan. Product lines. Marketing strategy. Though demand is at an all-time high. Schulman. Darrel G. 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. Darrel G. Idalene F. Market research. Sales management Length: 20p 590081 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (A&B) (Condensed) Author(s): Dolan. by Darrel G. Geographic Setting: United States Industry Setting: Appliance industry.. Product planning & policy. Cynthia A. South America. Publication Date: 03/17/1982 Revision Date: 07/30/1984 Product Type: Supplement (Pub Mat) Abstract: Computer Addendum to the (A) and (B) cases. Alexander L. is resulting in catches that are bigger than ever. Neptune is the most upmarket player in the $20 billion industry. Walters. Dipak C.: Appliance Division Author(s): Shapiro. N. Risk Length: 4p Year New: 2005 R0504A Title: Class--or Mass? (HBR Case Study and Commentary) Author(s): Kesner. by John A. Market research. Davis. May be used with: (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A). Rita Sanchez. 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. Geographic Setting: Brazil Industry Setting: Industrial goods. Product lines. and the company is doing everything it can to preserve its premium image among customers. Designed to illustrate the ability of managers to ask "what if" questions about competitive response and alternative product line strategies. (586091). Inventory management. Bolen. Inc. along with new fishing regulations. too? May be used with: (R0504X) Class--or Mass? (HBR Case Study). Permits analysis of basic results and dynamic market simulations in one class session. Neptune is the most upmarket player in Customer Service Department • 60 Harvard Way • Boston. (584055) Clark Material Handling GroupOverseas: Brazilian Product Strategy (D). Reputation worries aside. Geographic Setting: South America Subjects: International marketing. the division's primary link with many retail outlets. Thomas T. (582125). Product planning & policy. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. the marketing director of $820 million Neptune Gourmet Seafood. machinery & equipment industries Company Size: large Subjects: International marketing. Dan. Industry Setting: Food industry Subjects: Brand management. Darrel G. May be used with: (581091) Clark Material Handling GroupOverseas: Brazilian Product Strategy (A). Tradeoff analysis Length: 21p 581150 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (B) Author(s): Clarke. Pricing strategy. Product lines. Tradeoff analysis Length: 10p 584055 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (D) Author(s): Clarke. Tradeoff analysis Length: 36p R0504Z Title: Class--or Mass? (Commentary for HBR Case Study) Author(s): Kesner. de la Renta. Simulation. Pricing strategy. Nagle. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. Simulation. is having a bad week. Jain.. Must be used with: (581150) Clark Material Handling GroupOverseas: Brazilian Product Strategy (B). Quelch. Clarke 582125 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (C).Marketing Note. 10p. Dipak C. 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. Computer Addendum Author(s): Clarke. Product lines. Publication Date: 06/01/1981 Revision Date: 11/07/1984 Product Type: Case (Field) Abstract: Provides market simulations of five different company product line strategies in three different competitive environments. Benson P.. Thomas T. Oscar. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. de la Renta. Jain. the marketing director of $820 million Neptune Gourmet Seafood. Food. Oscar. Geographic Setting: Michigan Industry Setting: Machinery industry Company Size: large Subjects: International marketing. 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. Product planning & policy. is having a bad week. Not many executives in the company are in favor of cutting prices. Bates 575043 Title: Clairol. South America. 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). Rockney. Rockney. Alexander L. Publication Date: 10/10/1974 Revision Date: 06/12/1981 Product Type: Case (Field) Abstract: The Clairol Appliance Division attempted to motivate distributor salespeople. Bolen. South America... Walters. Market research. HBR Case Discussions.. 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. Nagle. 18p. Product planning & policy. 07/02/11 86 Japan. Company considers entry into the Japanese market. South America. Idalene F. Merchandising. Personal care products Gross Revenues: $35 million division sales Subjects: Appliances. Neptune's sales head.J. Distribution channels. Personal selling. Tradeoff analysis Length: 22p Supplementary Materials: Supplement (Pub Mat).

Food. market. the marketing director of $820 million Neptune Gourmet Seafood. along with new fishing regulations. But Neptune's recent investment in state-of-the-art freezer trawlers. The second half is devoted to a discussion of strategic account relationships which embody importance. the company is saddled with excess inventory--and there's no relief in sight. and assigning territories. allocating headcount. Geographic Setting: Argentina Industry Setting: Arts. intimacy. VP of the Americas sales organization at Clearion. Lattin. Publication Date: 01/14/2008 07/02/11 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. 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.S. However. Though demand is at an all-time high. 9p. How can he get others to see the danger. Also enables an assessment of successful talent and brand management strategies in the context of a sports franchise with a worldwide reach. Rita Sanchez. Reputation worries aside. Neptune is the most upmarket player in the $20 billion industry. Rockney Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove. is resulting in catches that are bigger than ever. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Inventory management. 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. James. and 4) strategic account relationships. James Lattin. Growth strategy. Tourism Length: 14p 579061 Title: Club Mediterranee Author(s): Ward. has missed his quota for the first time in his career at the company. Throughout its storied history. How can he get others to see the danger. Spanish Version Author(s): Ward. Alberto. 3) major account management. disadvantages. But Neptune's recent investment in state-of-the-art freezer trawlers. Consumer behavior. Marketing strategy. In his eleven years at Boca Juniors. tourists to its Caribbean resorts. Sales strategy Length: 23p 508056 Title: Club Atletico Boca Juniors Author(s): Elberse. and longevity for both the vending and the buying companies. single U. He needs to reevaluate his strategies for setting quotas. Inventory management. too? Geographic Setting: East Coast Industry Setting: Seafood industry Subjects: Brand management. In November 2006. Explains the advantages. Rita Sanchez. and the company is doing everything it can to preserve its premium image among customers. Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. how should they approach the talks? Allows for an in-depth examination of Boca Junior's business model. the club has recruited and developed dozens of star players. Ballve. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. is resulting in catches that are bigger than ever.Marketing the $20 billion industry. he faces a constant challenge to remain competitive on and off the field. Neptune's sales head. Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. Walters. the company is saddled with excess inventory--and there's no relief in sight.. entertainment & sports. Marketing management. Though demand is at an all-time high. Marketing strategy. (E232TN). HBR Case Discussions. The experience of Club Med is largely among Europeans. Food. Recreation. Partnerships. United States Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. Purchasing. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. and how it differs from that of the richer soccer clubs in Western Europe. Gustavo A. Idalene F. but the Club has attracted young. Subjects: Customer relations. 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. but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. International marketing. Macri is approached by Spanish and Italian soccer powerhouses. Risk Length: 10p Year New: 2005 R0504X Title: Class--or Mass? (HBR Case Study) Author(s): Kesner. Not many executives in the company are in favor of cutting prices. Publication Date: 08/29/1988 Product Type: Note Abstract: Describes four kinds of selling: 1) transaction. president Mauricio Macri has significantly increased the club's net worth and annual revenues. Benson P. Anita. Neptune's sales head. by Mark Leslie. HBR Case Discussions. is having a bad week. seeking to purchase the players Fernando Gago and Rodrigo Palacio. Describes the changes he makes and asks students to consider making improvements on them. Mike Harkey Year New: 2006 589015 Title: Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment Author(s): Shapiro. and risks of each. Market definition. Geographic Setting: Latin America. Sales management. Reputation worries aside. Mark. Should Macri enter negotiations with the clubs interested in buying the star players? If so. Mike Publication Date: 08/08/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Mark Jacoby. along with new fishing regulations. too? May be used with: (R0504Z) Class--or Mass? (Commentary for HBR Case Study).S. Industry Setting: Food industry Subjects: Brand management. Soccer Number of Employees: 1000 Gross Revenues: $200 Million Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2008 503S65 Title: Club Mediterranee. Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Customer Service Department • 60 Harvard Way • Boston. Risk Length: 6p Year New: 2005 E232 Title: Clearion Software Author(s): Leslie. Not many executives in the company are in favor of cutting prices. a fictional software firm. and the company is doing everything it can to preserve its premium image among customers. 2) systems. Harkey. Herrero.

(501083). Creativity.. What are the lessons to be drawn from Harley's brand myth? Subjects: NO SUBJECTS(KEYWORDS) Length: 38p List Price: $6. Clust holds no inventory beyond a warehouse to organize deliveries. Internet. Market definition. single U. Their experiences led them to identify best practices applicable to just about any company. the evidence falls into three categories: people. 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. Instead of marketing products to consumers. the authors say.S. After a very interesting launch strategy. collaboration. and processes for evidence of quality. Rajkumar Publication Date: 03/22/2007 Product Type: Case (Field) Abstract: This note is designed for use in an MBA marketing research course. At Mayo. France. the Web site comes short of breath. 11p. Health care. beyond the usual act of choosing among predefined alternatives. From the way it hires and trains employees to the way it designs its facilities and approaches its care.95 Year New: 2007 500068 Title: Coca-Cola's New Vending Customer Service Department • 60 Harvard Way • Boston. Examples from the insurance industry are used in the note. The experience of Club Med is largely among Europeans. by Luc Wathieu 502S46 Title: Clust. Growth strategy. Two pathways are outlined with enough details to support decision making and evaluate both profitability and concept consistency. facilities. Tourism Length: 14p Supplementary Materials: Teaching Note. in particular those that sell intangible or technically complex products. companies need to determine what story they want to tell. France. 4p. Clust is marketing aggregated consumer demands to manufacturers. they naturally turn detective.com: Dream More and Pay Less. the Web site comes short of breath. Leonard L. 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. Spanish Version Author(s): Wathieu. Consequently. Internet. After a very interesting launch strategy. The Mayo Clinic understands this and carefully manages that evidence to convey a simple. Neeli Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: When customers lack the expertise to judge a company's offerings. to discuss and support the ideas of others.S. Customer relations. Consumer behavior. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. consumers are expected to bring up their demands and create new product ideas. Instead of marketing products to consumers. and tangibles. Douglas B. Essentially. The way in which Mayo manages evidence to communicate its message is an example to be followed. Recreation. by Scott Ward R0302H Title: Clueing In Customers Author(s): Berry. (579062). then ensure that their employees and facilities consistently show customers evidence of that story. beyond the usual act of choosing among pre-defined alternatives. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Creativity.com: Dream More and Pay Less Author(s): Wathieu. but the Club has attracted young. In fact. Two pathways are outlined (focus on groupbuying and good deals vs. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. Bendapudi. It provides an overview of segmentation using K-means clustering. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: The Harley-Davidson Company is everyone's favorite company turnaround story. No product is put on 07/02/11 88 sale before enough supporters endorse it and a 5% to 40% discount on retail price can be secured. Market positioning Length: 16p Supplementary Materials: Teaching Note. Consequently. Luc Publication Date: 11/22/2000 Product Type: LACC Case Abstract: Clust is a French groupbuying Web site. to discuss and support the ideas of others. scrutinizing people. Clust is marketing aggregated consumer demands to manufacturers. consumers are expected to bring up their demands and create new product ideas. and to monitor the efforts of the Clust purchasing team. Communication in organizations. Market positioning Length: 17p UV0745 Title: Cluster Analysis for Segmentation Author(s): Venkatesan. International marketing. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Clust holds no inventory beyond a warehouse to organize deliveries.Marketing Product Type: Case (Gen Exp) Abstract: Focuses on Club Med's strategy in the U. Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean. tourists to its Caribbean resorts. to call on their friends to join the Clust community. Marketing strategy Length: 6p NEW 501047 Title: Clust. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. to call on their friends to join the Clust community. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior. 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. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. Electronic commerce. consistent message: The needs of the patient come first. market. In fact. Electronic commerce. bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. and to monitor the efforts of the Clust purchasing team. Luc Publication Date: 11/22/2000 Product Type: Case (Field) Abstract: Clust is a French groupbuying Web site. A simple algorithm for K-means clustering and the process of profiling clusters are provided. Industry Setting: Health care industry Subjects: Brand management.

Sales promotions Length: 16p Supplementary Materials: Teaching Note. Growth management. by Luc Wathieu 503S16 Title: Cofidis. Benson P. (587125). Brand management. Cofidis sells consumer credit over the phone.N. Consumer credit. This case describes: Cofidis' product and value proposition. to print advertising in TV guides. Geographic Setting: China Industry Setting: Food industry Company Size: large Subjects: Beverages. Ltd. Consumer credit. 7p. Publication Date: 06/24/1975 Revision Date: 06/28/1979 Product Type: Case (Field) Abstract: Presents background material on the Cole National Corp. 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. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. is one of China's largest soft drink producers. Based on the lessons of the past. to direct mail. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. (C): Consumer Products Division Author(s): Cespedes.Marketing Machine (A): Pricing to Capture Value. Dai. Communication strategy. 8p. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods. or Not? Author(s): King. 7p. to print advertising in TV guides. France. on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1. and plastic letters. Ethics. the adaptive marketing strategy of the company. which evolved from bundling with the 3 Suisse catalog. Publication Date: 08/04/1986 Revision Date: 02/23/1987 Product Type: Case (Field) Abstract: Introduces the concepts of direct product costs and direct product profit and presents DPC/DPP data for seven disguised coffee brands sold through a single supermarket chain. Brands. Consumer Products Division and its marketing strategy. (C) Author(s): Shapiro. by Charles King. CEO of Cofidis. Future Cola.452 Gross Revenues: $450 million revenues Subjects: Advertising. Spencer. Product planning & policy Length: 19p Supplementary Materials: Teaching Note. and signs to 56. France. 2) the evolving competitive context and cultural complexity of the European credit market. Publication Date: 05/20/1985 Product Type: Case (Field) Abstract: The Consumer Products Division (CPD) of Cole National Corp. Das Narayandas BESTSELLER 587015 Title: Coffee Brands: Direct Product Profit/Cost Exercise Author(s): Quelch. Intended for use with a computer diskette.000 Gross Revenues: $19 billion revenues Subjects: Beverages. Emerging markets. sells keys. Quelch 501055 Title: Cofidis Author(s): Wathieu. by Niraj Dawar Year New: 2004 575131 Title: Cole National Corp. 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. Cofidis sells consumer credit over the phone. Retailing. to bicycling sponsorship. can we advise Michel Guillois. Direct marketing. Consumer marketing. Charles. Brands. China. This case describes: 1) Cofidis' product and value proposition. One of the company's products. Direct marketing. 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.. Based on the lessons of the past. International marketing. to direct mail. Spanish Version Author(s): Wathieu. to bicycling sponsorship. Rewritten version of a case by R. which evolved from bundling with the 3 Suisse catalog. Communication strategy. Product planning & policy 07/02/11 Length: 21p 89 903A06 Title: Cola Wars in China: The Future Is Here Author(s): Dawar.452 Gross Revenues: $450 million revenues Subjects: Advertising. 4) the results of the strategy. and 5) the challenge and opportunities posed by the Internet. pocket knives. Das Publication Date: 02/07/2000 Revision Date: 12/12/2000 Product Type: Case (Pub Mat) Abstract: Chairman and CEO M. Nancy Publication Date: 08/21/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Wahaha Hangzhou Group Co. by John A. Competition. Niraj. Consumer goods. Marketing strategy. Food. and a popular sponsor of Tour de France. Globalization. (501084). Cardozo. 3) the adaptive marketing strategy of the company. numbers. (803A06). Brands. Narayandas. CEO of Cofidis. 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. Public relations Length: 9p Supplementary Materials: Teaching Note. Marketing management. Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: Case (Field) Abstract: An offspring of French catalog marketer 3 Suisses. (501086). Reaction around the world is swift and negative. Pricing strategy. defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. Ethics. the results of the strategy. the evolving competitive context and cultural complexity of the European credit market. Marketing strategy. Geographic Setting: Global Industry Setting: Soft drink industry Number of Employees: 30.. Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Frank V. International marketing. Melanie D. 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. Sales management Length: 13p 585173 Title: Cole National Corp. can we advise Michel Guillois. Product development.000 retail outlets which then sell them to consumers. and the challenge and opportunities posed by the Internet. John A. 9p. Geographic Setting: United States Industry Setting: Coffee Subjects: Brands.

had every reason to feel optimistic. by John A. pocket knives. a new toothpaste that had helped drive Colgate to a record value share in the important U. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods. (595025). Canada. Nathalie Publication Date: 04/23/1993 Revision Date: 04/20/2006 Product Type: Case (Field) Abstract: Colgate-Palmolive Co. Marketing implementation. and overreliance on an advertising push to diffuse a new brand.: The Precision Toothbrush.000 retailers who then sell them to consumers. A rewritten version of a case by B.P. Geographic Setting: Canada Industry Setting: Soap & detergent industry Company Size: large Subjects: Advertising. Benson P. (D) Author(s): Shapiro. John A. (5-508-020). Shapiro. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. A 1992 ECCH award winner. and plastic letters. Rewritten version of earlier cases by R. LabattRandle.Marketing must be reduced or the strategy which emphasizes personal selling must be changed.: The Precision Toothbrush Author(s): Quelch.. Profitability analysis Length: 24p Supplementary Materials: Teaching Note. Marketing organization. Cardozo and B. The issue in the case. is considering how to position its new 07/02/11 90 technological toothbrush. Product positioning. Laidler. Marketing strategy. The case describes Cole's marketing strategy. Sales organization Length: 27p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. Marketing management. Product positioning.: Turnover Author(s): Cespedes. Quelch Year New: 2007 503S10 Title: Colgate-Palmolive Co. Sales compensation. Marketing strategy. Precision. J. Shapiro. Sales management Length: 13p 575132 Title: Cole National Corp. A rewritten version of a case by B.. Marketing organization. 18p. and a typical salesperson's call patterns. Shapiro. market. Marketing implementation. 11p. Frank V. Worldwide market shares were strong and Colgate Max Fresh (CMF). poor global marketing implementation. Jacquie Publication Date: 10/23/2007 Product Type: Color Case Abstract: In February 2005. Sandra. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods. Sales compensation. John A. Each plan sought to maximize the business potential in the local market. Cespedes 508009 Title: Colgate Max Fresh: Global Brand Roll-Out Author(s): Quelch. Quelch BESTSELLER IMD071 Title: Colgate-Palmolive: Cleopatra Author(s): Vandermerwe. by John A. provides data on turnover. Nathalie Publication Date: 04/23/1993 Revision Date: 11/29/1993 Product Type: LACC Case Abstract: Colgate-Palmolive Co.International Institute for Management Development Abstract: Demonstrates the dangers in assuming that a product successful in one market will do well in another. John A. and typical sales call patterns. Europe.P. the need for an integrated marketing strategy to launch a new brand. Brand management. Powis. by Frank V. Marketing management. and signs to 56. Frank V.P. turnover problem. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods. Marketing organization. is either to reduce turnover in the field salesforce or to change the firm's marketing strategy. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. Carter Publication Date: 01/01/1990 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD . MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . New product marketing. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods.238 million revenues Event Year Start: 2004 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Supplementary Materials: Teaching Note. 9p. Burton had to assess the plans from a global perspective. sells keys. Publication Date: 05/20/1985 Revision Date: 01/10/1986 Product Type: Case (Field) Abstract: Outlines the organization of the field salesforce. Consumer Products Division sales force and provides a strong introduction to sales management.S. Marketing implementation. sales organization. was in the global pipeline for 2005. A rewritten version of two earlier cases..N. (D): Field Sales Organization Author(s): Cespedes. Publication Date: 06/24/1975 Revision Date: 04/08/1976 Product Type: Case (Field) Abstract: Provides data on the Cole National Corp. Profitability analysis Length: 25p 593064 Title: Colgate-Palmolive Co. (591048). New product marketing. Marketing implementation. Sales management Length: 21p 590031 Title: Cole National Corp.700 Gross Revenues: $12. Spanish Version Author(s): Quelch. Sales management Length: 20p 585174 Title: Cole National Corp. Precision. numbers. Marketing management. Consumer goods. Nigel Burton. Geographic Setting: Global Industry Setting: Consumer products Number of Employees: 34. Laidler. Publication Date: 09/15/1989 Product Type: Case (Field) Abstract: The Consumer Products Division of Cole National Corp. poor marketing strategy and implementation in general where research was used to back decisions on how to proceed. Marketing strategy Customer Service Department • 60 Harvard Way • Boston. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. as management sees it. is considering how to position its new technological toothbrush. in his third year as president of global oral care at Colgate-Palmolive Company (CP). Sales management.

Das. Rayport. Anita. connected anytime and anyplace. Technology. 11p. and often are. But managers' efforts to capture such information may soon be thwarted. if so. however. Because individuals can be. 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. V. Schreiber. (A) Author(s): Narayandas. Technological change. Subjects: Consumer behavior. Inc. High technology. Information technology. how? Moreover. John. Geographic Setting: Boston. Caravella. Includes color exhibits. Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan. by Sandra Vandermerwe NEW 501077 Title: Color Kinetics. The major broadcast networks. tailor their offerings to individual needs. Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006. III. (IMD072). 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.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. Sales management. Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. In essence. (B) Author(s): Narayandas. MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing. Marketing strategy. Bell. 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. As a result. Kasturi. negotiating with customers for information will become costly and complex. (A). Author(s): Elberse. The authors believe that 07/02/11 91 consumers are going to take ownership of information about themselves and start demanding value in exchange for it.: Enterprise E-Commerce Author(s): Rangan. however. and has developed that technology into a successful line of products for its first targeted market of "retailtainment. were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times. by V. Consumers will be unlikely to bargain with vendors on their own. but it has to convince customers to adopt its solution. and identify opportunities for new products or services. and feared that if television audiences migrated to VOD. High technology. Subjects: Business marketing. and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80. though. Caravella. Software. Venture capital Length: 18p Supplementary Materials: Teaching Note. Market selection Length: 4p 507080 Title: Comcast Corp. Market selection Length: 16p Supplementary Materials: Supplement (Field). Before companies rush into this new marketing arena. (507087). (501078).Marketing Length: 24p Supplementary Materials: Teaching Note. infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. 4p. 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. High technology. Rohm. 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. Inc. Consumer marketing. their revenues from selling advertising time would decrease. Inc. Kasturi Rangan. by Das Narayandas. Must be used with: (501077) Color Kinetics. 11p. Its innovative e-commerce software provides unique customer relationship management solutions. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . With that information. but also why that individual might be there. 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. this venture capital start-up has to come up with a marketing plan to break even and grow. in part because of the personal nature of mobile devices. Fareena. how should companies address privacy issues? These are of particular concern. Das. Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case." Now in November 1999. Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel. Jeffrey F. more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 Customer Service Department • 60 Harvard Way • Boston. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively. improve customer satisfaction. they need to understand some fundamental issues. Strategic planning. Mary Neuner Caravella 501078 Title: Color Kinetics. How does mobile marketing differ from traditional approaches? When should a company pursue a brand in the hand initiative? Does mobile marketing have to be integrated within an overall marketing strategy and.

communications intensity. Public relations. 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. economics of communications decisions. The response was overwhelming: forget the flashy features and focus on your customers. some communication technologies are beginning to add value to the bottom line.50 999005 Title: Commodities. Communication. 9p. Designed for sales. Spanish Version Author(s): Star. Subjects: Pricing strategy. Personal selling. means and media. 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. Provides a new way to improve the profit margins of commodities. real-time virtual communication. and need for consistency in communications programs. Internet. 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. alternative communications. Abell 577109 Title: Compactor (B1) Author(s): Abell. means and media. 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. Assumes that students have previously read Consumer Analysis. Advertising media. Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker. economics of communications decisions. Strategic planning Length: 28p Supplementary Materials: Teaching Note. Quelch 577106 Title: Compactor (A) Author(s): Abell." the compactor. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7. Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years. Advertising media. This article offers practical tips for getting the most out of videoconferencing. and need for consistency in communications programs. Subjects: Management communication. Market research. Knowledge management. Technology. Technology Length: 1p List Price: $4. by Derek F. Focuses on: Target selection. Industry Setting: Advertising industry Subjects: Advertising.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances. Technology Length: 2p List Price: $4. Forecasting. Marketing management. Marketing strategy. Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases. Specialties and the Great In-Between Author(s): Shapiro. Stephen H. and search engines for how the current technological developments can improve communication. knowledge sharing and knowledge management. Publication Date: 11/01/1975 07/02/11 92 Revision Date: 09/22/1992 Product Type: Note Abstract: Introductory note on communications policy for use in first year marketing. 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. Focuses on: Target selection." Subjects: Customer relations. by John A. 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. Pricing. Demand analysis. twodimensional gradients between commodities and specialties. Assumes that students have previously read Consumer Analysis. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer). Technology expert Eric Marcus examines the future of the Internet. and their attempts to estimate potential demand. Market Analysis. Subjects: Commodity markets. and Note on Marketing Arithmetic and Related Marketing Terms. Public relations. Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968. message delineation. Personal selling. message delineation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Management communication. Product introduction. Industry Setting: Advertising industry Subjects: Advertising. years--of hype. Benson P.50 504S11 Title: Communications Policy. (578181). Market selection.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus. Jennifer Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The videoconferencing industry has seen a 40% to 50% spike in videoconferencing reservations since September 11. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World. Communication. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual. 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. alternative communications. Market Analysis. Benson P. Marketing planning. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Customer Service Department • 60 Harvard Way • Boston. and general managers responsible for price making and related activities. marketing. communications intensity. 14p. Stephen H.Marketing C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland. Pricing strategy. World Wide Web Length: 3p List Price: $4. and so that you have substantial price latitude. (585021). Derek F. Derek F. Subjects: Internet. Sales promotions Length: 12p Supplementary Materials: Teaching Note. Not a Price Taker! Author(s): Shapiro. Customer retention. and Note on Marketing Arithmetic and Related Marketing Terms.

and no contracts. Miller. Geographic Setting: Global Industry Setting: Computer industry Company Size: large Subjects: Computer industry. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . As a result. both results and methodology. companies have no incentive to help customers avoid them. (578181). who often make bad purchasing decisions. Leamon. Video (DVD). their customer-centric strategies for delivering value have evolved into company-centric strategies for extracting it. Shows students the way groups interact. Product introduction. Marketing management. Not surprisingly. In industries where squeezing value from customers is commonplace. Vandenbosch. and the message you can get from talking to the customer. Market research. Overly complex product and pricing options. High technology. Adrian B. Describes the groups. The market environment and the strategies of key competitors and Intel are discussed. Case Video. which has been approved by the executive committee. Retailing Length: 10p 599500 Title: Compaq Computer: Focus Groups 1 and 2. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 95A011 Title: Compaq Computer Corp. no time-of-day restrictions. Industry Setting: Computer industry. and methodology in detail. Ryans 599053 Title: Compaq Computer: Consumer Notebook Group Author(s): Bell. Mark. can be highly profitable. of the focus group on Compaq Computer's new consumer notebook. Tactics like these generate bad publicity and fuel customer defections. creating opportunities for competitors. Retailing Length: 49 min Customer Service Department • 60 Harvard Way • Boston. Retail industry Subjects: Computer industry. Similarly. no tiered interest rates. A launch is scheduled for nine months later. Shows students the way groups interact. may have been designed to serve various segments.. Strategic planning. Corporate strategy. offers accounts with no fees. which may have been instituted to offset the costs of undesirable customer behavior. Market research. Market research. Moon. like bouncing checks. (895A11). Compaq management must decide how to respond to the changing market and competitive environment. Virgin Mobile USA. has lured millions of angry cell phone customers away from the incumbents by offering a straightforward plan with no hidden fees. and baffle them with fine print? Because bewildered customers. (599503). penalties and fees. and health clubs. Marketing strategy. for example. Must be used with: (599092) Compaq Computer: Focus Groups. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. and no minimums. by Derek F. Product development. David E. Industry Setting: Computer industry. Ann 07/02/11 93 Publication Date: 04/14/1999 Revision Date: 08/11/2000 Product Type: Supplement (Field) Abstract: Gives the final report. (599122) Compaq Computer: Focus Groups 1 and 2. bleed them with fees. Should Compaq base its product design on the opinions of 64 people? Must be used with the video. by Compaq Computer. 49 min. DVD Abstract: Presents actual video footage of focus groups for market research on notebook computers. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2005 599503 Title: Compaq Computer: Focus Groups 1 and 2. Product development. Industry Setting: Computer industry. when a rival comes along with a friendlier alternative. Youngme Publication Date: 06/01/2007 Product Type: Harvard Business Review Article Abstract: Why do companies bind customers with contracts. 49 min. companies that dismantle these harmful practices and design a transparent. Video Transcript. Industry Setting: Computer industry. Retail industry Subjects: Computer industry.3 billion sales Event Year End: 1969 Subjects: Appliances. ING Direct. Test markets Length: 20p Supplementary Materials: Teaching Note. Adversarial value-extracting strategies are common in such industries as cell phone service. (599500) Compaq Computer: Focus Groups 1 and 2. High technology. 14p. by Adrian B. selection method. Retailing Length: 4p Supplementary Materials: Case Video. Marketing planning. turn out to be very profitable. how they are conducted. Engineers. Strategic planning. 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. and the message you can get from talking to the customer. by Compaq Computer 599092 Title: Compaq Computer: Focus Groups Author(s): Bell. retail banking. Most firms that profit from customers' confusion are on a slippery slope. customers defect. how they are conducted. 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. and retailers had collaborated on the product design. 8p.. Market research. Video (DVD) Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video. Does the focus group support the decision? Is it reliable? Any changes mean going against conventional wisdom and possible failure in a new market. Marketing management. Video. Retail industry Subjects: Computer industry. Technology Length: 27p Supplementary Materials: Teaching Note. David E..--1995 Author(s): Ryans. (599500). Leamon. Abell R0706E Title: Companies and the Customers Who Hate Them Author(s): McGovern. Marketing management. Must be used with the video. now the fourth-largest thrift bank in the United States. High technology. value-creating offer can head off customer retaliation and spur rapid growth. Marketing management. 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. Over time. manufacturers. Must be used with: (599092) Compaq Computer: Focus Groups. Gail. for example. Product development. DVD.Marketing Gross Revenues: $7.

If not. Francesca. Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy. Teaching Purpose: Introduces students to different types of market research.000 Gross Revenues: $32 billion revenues Subjects: Brands. Marketing strategy. or interrelationships. David E. Product development. Market research. Big World. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2. Retail industry Subjects: Computer industry.. If not. Publication Date: 01/26/1976 Product Type: Note Abstract: Highlights the need to track and predict competitive behavior and 07/02/11 suggests some ways of doing so. (2629BC) Pricing It Right: Strategies. Applications. the company will maintain or increase its 45% share of the market. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star. When such disruptions occur.Marketing List Price: $150. 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. David Publication Date: 12/01/2004 Product Type: Harvard Business Review Article Abstract: Professors Francesca Golfetto and David Mazursky describe how a group of Italian yarn makers market their expertise. the company will maintain or increase its 45% share of the market. Industry Setting: Consulting Subjects: Consulting. Marketing strategy. Profitability analysis. Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?. (2645BC) Interactive Marketing: New Channel. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. Students must evaluate the reliability of the research and decide which of three products to produce. it could cease to be a player in the market it has created and filled. High technology. (2580BC) Market Customization: Market Segmentation. (2564BC) Creating a Marketing Plan: An Overview. non-Intel notebook is a success. 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. Leamon.000 Gross Revenues: $32 billion revenues Subjects: Brands. Students must evaluate the reliability of the research and decide which of three products to produce. If the low-priced. Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto.00 599122 Title: Compaq Computer: Focus Groups 1 and 2. Points up the differences between the approaches and casts a critical eye upon them. Subjects: Competition. Consistency. 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. Computer industry. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. Retention. non-Intel notebook is a success. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32. and Positioning. Stephen H. (2610BC) The Right Customers: Acquisition. Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups. and 3) the product and databases that are created and repeatedly modified with its help. (2637BC) Integrated Marketing Communications: Creativity. Market research. not just their products. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. (2653BC) Marketing Across Borders: It's a Big. Compatibility. Market research. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. Computer industry. Targeting. If the low-priced. and Pitfalls. (2599BC) Developing New Products and Services: The Marketer's Role. This chapter introduces direction and provides the tools for conducting such research. High technology. Leamon. Marketing management.. Industry Setting: Computer industry. it could cease to be a player in the market it has created and filled. Video. with verbatim customer comments and critiques of a new product design that Compaq is developing. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. A Conceptual Framework Author(s): Dhebar. Mazursky. the new version of the product makes a "break with the past" in at least some limited way. and Development. High technology. New Challenge.95 Year New: 2006 593120 Title: Complementarity. the more significant the Customer Service Department • 60 Harvard Way • Boston. of 1) the product and the user. David E. Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon. Helps them determine how to evaluate the results from an operational point of view. 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. It concludes with Michael Porter's "five forces" that shape positioning strategy. and Product Change: Breaking with the Past?. Spanish Version Author(s): Bell. (2602BC) Branding: Differentiation that Customers Value. 2) the product and other products with which it is typically used. and Effective Resource Allocation.

as the market for computer products matures.-based Interim Technology further complicates the task. and maintenance of product quality. Training industry. Christopher H. Business services. the higher may be the consumer's cost of switching from an older version of the product to the new version. Organizational structure. The architecture solution must consider not only brand meanings and associations. New product marketing. This chapter shows you how to develop a cultural brief--the cultural analogue to a positioning statement. Business services. Cumbaa. and the important reasons for making the break. Sales management Length: 17p Supplementary Materials: Teaching Note.900 Gross Revenues: $85 million Australian revenues Subjects: Australia. Product planning & policy Length: 16p 4852BC Title: Composing the Cultural Brief: Developing Your Cultural Branding Strategy Author(s): Holt. and the supplier's competitive position. he Customer Service Department • 60 Harvard Way • Boston. Retailing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing implementation. Should the company focus its efforts on high-margin corporate sales. but a cultural branding strategy requires abandoning typical branding directives--sell this benefit. Sales promotions. the positioning statement is the heart of brand strategy. has to decide whether or not to start a personal computer department. (590110). Geographic Setting: Australia Industry Setting: IT industry. 18p. A videotape (9-885-506) is available for use with this case. Franchising.Marketing break. Product lines. Extensive consumer research is conducted to inform the branding initiative.S. CEO Peter James is particularly curious about whether a corporate brand is needed to unify the businesses. Wojnicki. Lovelock M264 Title: Computer Attic Author(s): Beech. (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies. the likely impact on the consumer's productadoption decision. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Conventionally. 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. Important considerations include the creation of master franchisees with responsibility for franchise recruitment and management in local areas. Raises issues of salesforce and sales management adequacy for the introduction of a new product line requiring systems selling. Staffing Number of Employees: 1. Christopher H. their business has evolved from a barebones mail-order software operation to a local chain of highly respected computer stores. Management is convinced that portable computers will be a strong growth area 07/02/11 95 in the 1980s and suspects an implementation problem. the distribution channel is in a state of rapid flux. education. the owners of Computer Attic face a difficult decision. franchisor-franchisee relations. training. by Robert J. (585121). As new superstores open in the area. Marketing organization. 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. Andrea Publication Date: 04/20/2000 Revision Date: 11/14/2000 Product Type: Case (Field) Abstract: Computer Power Group (CPG). Sales strategy. providing insight into the meanings of each of the sub-brands in key stakeholders' minds. Inc. In the process of making his decision. This note reviews the different ways in which a break might be instituted. Subjects: Marketing management. the dynamics of the different components of the system. A pending merger with U. Subjects: NO SUBJECTS(KEYWORDS) Length: 35p List Price: $6. Personal selling Length: 20p Supplementary Materials: Teaching Note. Lattin. 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. Brand equity. Brand management. the size of the installed base. Douglas B. Dolan 500060 Title: Computer Power Group: Designing Brand Architecture Author(s): Fournier. 14p.. Geographic Setting: United States Industry Setting: Accounting services industry Company Size: small Gross Revenues: $28 million sales Subjects: Accounting procedures. is contemplating a brand architecture capable of structuring its eight branded business units.--1982 Author(s): Lovelock. 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. Computer Attic needs to formulate a response. but market performance and brand stewardship concerns as well. a buyer for Macy's. national advertising and recruiting efforts. A sales "blitz" designed to increase sales of CDI's new 1206 portable computer fails. Susan. May be used with: (501007) Renaming Computer Power Group. Thomas V. In less than a decade. Hilary. Hirotaka Publication Date: 12/07/1981 Revision Date: 10/29/1985 Product Type: Case (Field) Abstract: Will Lunden. Quelch. James Publication Date: 01/01/1992 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1991. and staffing placement firm in the IT industry. Geographic Setting: United States Industry Setting: Personal computer industry Gross Revenues: $20 million sales Subjects: Industrial markets.95 Year New: 2007 585123 Title: Comprehensive Accounting Corp. Software Length: 26p 581146 Title: Computer Devices. any benefits the consumer might realize from the product change. express that emotion. an Australian-based consulting. Advertising strategy. Now. by John A. Product portfolio management Length: 24p 582079 Title: Computer Retailing at Macy's California Author(s): Takeuchi. A shift in customer buying patterns is fueling the growth of a whole new retail and mass merchandizing channel for computer products.: Selling Intelligent Terminals Author(s): Bonoma. Publication Date: 12/03/1984 Revision Date: 05/09/1988 Product Type: Case (Field) Abstract: A franchised accounting and bookkeeping service seeks to sharply increase the number of franchisees and clients. where value-added in terms of service.

Japan Length: 1p Supplementary Materials: Teaching Note. by Rowland T. Pricing strategy. 4p. Europe. Computer industry. Rowland T.--1978 Author(s): Shapiro. The company has only made one sale to date. Masel. Distribution planning. by E. by Rowland T. Subjects: Sales management. A rewritten version of an earlier case.. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. Inc. Jr. Retailing Length: 16p 83211 Title: Computerized Sales Management Author(s): Hughes. Managers can construct planning models quickly using electronic spreadsheets and can save or duplicate the models on disks. Representatives and district managers can then use these "template" disks by filling in the appropriate figures. New product marketing. Inc. Industrial markets. Publication Date: 02/19/1985 Revision Date: 06/20/1986 Product Type: Supplement (Field) Abstract: Outlines the elements of a temporary sales agreement between Tokyo Electron Ltd. 29p. Inc. Management wishes to decide how best to set up distribution in Europe. Benson P. and Computervision Japan.Z. Rowland T. The user can accomplish these things for less than $5. 07/02/11 Moriarty Jr. (585114). Computer industry. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. Moriarty Jr. Moriarty Jr. The company has been courted seriously by potential partners in France and the United Kingdom. Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Subjects: Bids. Computer industry. Jr. Thomas Zimmermann. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Customer relations. Mr. Industrial markets. European Manager of Computron. 12p. Europe. Distribution planning. Teaching Note. 2p. Computer industry. and 3) how to organize the department. (585156). Thomas V.000 in hardware and software. Gordon Swartz 585157 Title: Computervision-Japan (C) Author(s): Moriarty. 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. Industrial markets. Customer Service Department • 60 Harvard Way • Boston. by Rowland T. Japan Length: 23p 585156 Title: Computervision-Japan (B) Author(s): Moriarty. improve the contribution of an account. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. High technology products. by Rowland T.use 597-063.. John A. Pricing strategy. Thomas Zimmermann. Must be used with: (585155) Computervision-Japan (A). (2006) Author(s): Quelch. 2) which brands to carry. Distribution channels. (585157). Software Length: 10p 585155 Title: Computervision-Japan (A) Author(s): Moriarty. Moriarty Jr. by Robert J. Geographic Setting: Japan Industry Setting: CAD CAM Gross Revenues: $350 million revenues Subjects: Automation. Geographic Setting: San Francisco. Moriarty Jr. Gordon Swartz 591097 Title: Computervision-Japan (A) (Abridged) Author(s): Moriarty. Japan Length: 2p Supplementary Materials: Teaching Note. Jr. Publication Date: 04/03/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Distribution planning. Supplement (Field).. (587090). Product planning & policy Length: 5p 579031 Title: Computron. Gordon Swartz 96 597063 Title: Computron. The distribution alternatives (including going direct) are presented. reduce selling costs. Industrial markets. Sorenson. (587090). Japan Length: 22p Supplementary Materials: Supplement (Field). by Rowland T. Industrial markets. Withdrawn 01/22/97 -. Distribution planning. teach timemanagement skills. Rowland T. Must be used with: (585155) Computervision-Japan (A). Product planning & policy Length: 4p Supplementary Materials: Teaching Note. European Manager of Computron.. (583106).. Teaching Note. Publication Date: 01/07/1997 Revision Date: 08/30/2007 Product Type: Case (Gen Exp) Abstract: In July 1996. 29p. Industrial markets. (587090). Jr. 1p. Computer industry. Franchising. and evaluate representatives. CA Industry Setting: Retail industry Gross Revenues: $550 million sales Subjects: Department stores. Publication Date: 02/19/1985 Revision Date: 08/30/1985 Product Type: Supplement (Field) Abstract: Presents sales data for 1983 and 1984.. Raymond Corey. must select a price for a new computer for his largest customer. Rowland T. Customer relations. David Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Microcomputers can help sales managers decide the right number of calls.. manage assets more effectively. Dolan 582052 Title: Concept Devices. 29p. must select a price for a new computer for his largest customer. Based on an IMEDE case by R. Geographic Setting: Japan Industry Setting: CAD CAM Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Automation. Several distribution alternatives (including going direct) are presented.Marketing has to analyze 1) which customer segments to target. Distribution channels.. Distribution channels. The distributor wants a joint venture with Computervision before expanding. Distribution channels. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Gross Revenues: $44 million sales Subjects: Bids. but has an order backlog for its unique product and expects an almost vertical growth curve...: International Market Entry Author(s): Bonoma. Computer industry. Publication Date: 09/01/1978 Revision Date: 07/15/1991 Product Type: Case (Gen Exp) Abstract: In July 1978 Mr. G. Market segmentation. He also has to analyze other retailers' competitive strength. 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.

Bonoma 590063 Title: Concept Testing Author(s): Dolan. Borden. Finally it seeks to show the relationship between strategic planning in marketing at the business unit level. International marketing. Discusses limitations of these techniques and sets out the situations for which they are appropriate. 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. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. Product introduction Length: 9p 582123 Title: Concept of Marketing Strategy Author(s): Corey. execution. Subjects: Consumer marketing. Strategic market planning. Data processing. Sales strategy Length: 336p List Price: $29. Performance effectiveness Length: 11p 4448 Title: Concurrent Marketing: Integrating Product. 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. Editorial revision of Note on Concept of the Marketing Mix by N. and the Interplay of Elements Affect Consumer Thinking. Subjects: Distribution channels. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. Subjects: Advertising campaigns. Interdepartmental relations. Marketing management. Shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts. 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. (4454BC) Balance: How Justice. Discusses the process by which such a study is done and cites areas of application. Product introduction Length: 14p BESTSELLER 4458BC Title: Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking Author(s): Zaltman. and business strategy formulation at both the business unit and corporate levels. Publication Date: 08/09/1995 Product Type: HBS Press Book Abstract: Examines certain "key interfaces" that exist between sales. Publication Date: 11/21/1989 Revision Date: 03/23/1992 Product Type: Note Abstract: Describes concept testing products. Franchising. Product introduction Length: 17p 590059 Title: Conjoint Analysis: A Manager's Guide Author(s): Dolan. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Christopher H. by Thomas V. Marketing mixes. John F. Equilibrium. Discusses the process by which such a study is done and cites areas of application. and interpretation of test procedures. Product life cycle. (583134). Publication Date: 05/08/1990 Product Type: LACC Note Abstract: Presents a non-technical description of the conjoint analysis methodology. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Zaltman. Statistical analysis Length: 7p 503S73 Title: Conjoint Analysis: A Manager's Guide. Market research. Publication Date: 06/18/1982 Product Type: Note Abstract: Sketches the steps typically involved in developing a research project and interpreting the findings. 10p. France Industry Setting: Computer industry Company Size: start-up Subjects: Computer systems. (4456BC) Journey: How the Customer Service Department • 60 Harvard Way • Boston.H.Marketing Geographic Setting: United States. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing organization. Jr. Marketing mixes. Subjects: Strategic market planning Length: 4p 578118 Title: Conceptual Framework for the Study of the Channel of Distribution Author(s): Takeuchi. Corporate strategy. and Service (Hardcover) Author(s): Cespedes. Marketing strategy. Marketing strategy. and suggests some sources of specialized information for future reference. 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. E. Subjects: Market analysis. Distribution planning. Strategy formulation Length: 12p 582060 Title: Concept of the Marketing Mix Author(s): Shapiro. Customer service. Robert J. and provides specific examples of how different companies address these issues as they move toward interdependence. Marketing organization. Presents guidelines for effective design. Presents an overview of marketing strategy formulation and suggests a model for approaching the analysis of marketing strategy problems.95 582152 Title: Conducting and Interpreting a Marketing Research Study Author(s): Lovelock. Subjects: Market research. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Humans have a basic need for affiliation. marketing. Models. Sales management. Market entry. Spanish Version Author(s): Dolan. Marketing implementation Length: 18p Supplementary Materials: Teaching Note. Product development Length: 6p 584079 Title: Concepts and Tools for Strategic Market Planning: A Course Note Author(s): Cady. Benson P. Project management. examines issues that can impede effective integration of the three groups. Sales. Gerald. Robert J. Publication Date: 05/08/1990 Product Type: Note Abstract: Presents a non-technical description of the conjoint analysis methodology. Europe. Subjects: Market analysis. Polls & surveys. Subjects: Marketing management. Frank V. comments 07/02/11 97 very briefly on some key issues in marketing research. and customer service. Market research. Market research. Subjects: Market analysis. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. Robert J.

. Van Berkel.. Borden NH Jr. Thomas J. Maloney has been examining GloBank's bottom line. (4457BC) Container: How Inclusion. Now Jeff's contact. H. Brought in to restore profitability.. Brought in to restore profitability. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock. Flynn Fuller Consulting. it's a defense of Flynn Fuller's continuing added value. Fournier. how consumers make decisions and what their buying and usage behavior is like. H. Emphasizes the importance for marketing managers of understanding what consumer needs are. Maloney has been examining GloBank's bottom line. firms like Flynn Fuller must sell themselves again to GloBank. rather. Worse. The new CEO wants to slash GloBank's extensive use of consultants. Robert. Brought in to restore profitability. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. which means that division presidents like Bill must justify major consulting projects. Van Berkel. Present. Jeff pulls together a team to make the case. rather. Performance appraisal. Intended to supplement case materials in an introductory case-oriented marketing course. Customer Service Department • 60 Harvard Way • Boston. Jeff Patterson's firm. Klein. Stone. Peter. Author(s): Raymond. 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. Jeff Patterson's firm. Jeff will have just one hour to try to sway Maloney. Bill Holland. Marketing mixes. Marketing planning. Tom. Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday. has worked on projects for financial services giant GloBank. Worse. firms like Flynn Fuller must sell themselves again to GloBank. a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. Frank Maloney III. Subjects: Consumer behavior. Market segmentation. Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. which means that division presidents like Bill must justify major consulting projects. NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training. and Future Affects Consumer Thinking. John. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. or his client will disappear. The new CEO wants to slash GloBank's extensive use of consultants. Frank Maloney III. and Well-Being Affects Consumer Thinking. Sales compensation. it's a defense of Flynn Fuller's continuing added value. William P. Worse. 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. Jeff pulls together a team to make the case. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Maloney has been examining GloBank's bottom line. Bane. Robert. and Other Boundaries Affect Consumer Thinking. looking for places to cut. Spanish Version Author(s): Deighton. which means that division presidents like Bill must justify major consulting projects.C. Stone.Marketing Meeting of Past. Flynn Fuller Consulting. Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A). H. Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years. Peter. but he hears as many approaches as there are people in the room. Vulnerability. William P. Geographic Setting: New York. Now Jeff's contact. Exclusion. or his client will disappear. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. He must decide how to reallocate the territories. looking for places to cut. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Bane. Jeff Patterson's firm. 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. has worked on projects for financial services giant GloBank. but he hears as many approaches as there are people in the room. Pharmaceuticals. Flynn Fuller Consulting. Jeff will have just one hour to try to sway Maloney. it's a defense of Flynn Fuller's continuing added value. 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. looking for places to cut. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). has worked on projects for financial services giant GloBank. Bill Holland. rather. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Industry Setting: Consulting firms Subjects: Financial services. Jeff pulls together a team to make the case. Frank Maloney III. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client. HBR Case Discussions. Jeff will have just one hour to try to sway Maloney. Management of change. Now Jeff's contact. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. or his client will disappear. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix.95 Year New: 2007 554006 Title: Consolidated Drugs. but he hears as many approaches as there are people in the room. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). Klein. Tom. Bill Holland. firms like Flynn Fuller must sell themselves again to GloBank. Christopher H. The new CEO wants to slash GloBank's extensive use of consultants. says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO. Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance 07/02/11 98 (HBR Case Study) Author(s): Buday. Inc. (4460BC) Control: How the Sense of Mastery.

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. (596041) Consumer Behavior Exercise (C). John. John. decision-making roles. stages in the buying process. Subjects: Consumer behavior. Market research Length: 2p Supplementary Materials: Teaching Note. Fournier. by Susan Fournier. (596044) Consumer Behavior Exercise (F). by Susan Fournier. Market research Length: 2p 596041 Title: Consumer Behavior Exercise (C) Author(s): Deighton. Market research Length: 2p 596040 Title: Consumer Behavior Exercise (B) Author(s): Deighton. by Susan Fournier. Fournier. Spanish Version Author(s): Deighton. 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/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g. customer satisfaction. decision-making roles. stages in the buying process.g.. Fournier. (596041) Consumer Behavior Exercise (C).. Market research Length: 2p Supplementary Materials: Teaching Note. May be used with: (596039) Consumer Behavior Exercise (A). (597041). John. Subjects: Consumer behavior.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. stages in the buying process. 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. (596044) Consumer Behavior Exercise (F). 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. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Subjects: Consumer behavior. brand loyalty). stages in the buying process. (596042) Consumer Behavior Exercise (D). May be used with: (596040) Consumer Behavior Exercise (B). Market research Length: 2p 596039 Title: Consumer Behavior Exercise (A) Author(s): Deighton. (596043) Consumer Behavior Exercise (E). 14p. habit versus deliberation).. Subjects: Consumer behavior. stages in the buying process. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. (596044) Consumer Behavior Exercise (F). Fournier. 14p.g. (597041). by Susan Fournier. Market research Length: 2p 596042 Title: Consumer Behavior Exercise (D) Author(s): Deighton. (596043) Consumer Behavior Exercise (E).g. Customer Service Department • 60 Harvard Way • Boston. (596043) Consumer Behavior Exercise (E). (597041). (596042) Consumer Behavior Exercise (D). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . decision-making roles. decision-making roles. John Deighton 503S20 Title: Consumer Behavior Exercise (B). decision-making roles. (596040) Consumer Behavior Exercise (B). Spanish Version Author(s): Deighton. John. John Deighton 503S22 Title: Consumer Behavior Exercise (D). John Deighton 503S21 Title: Consumer Behavior Exercise (C).g.g.g. Subjects: Consumer behavior. Fournier. (596041) Consumer Behavior Exercise (C). (597041). (596043) Consumer Behavior Exercise (E). The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. product meaning. product meaning. customer satisfaction. May be used with: (596039) Consumer Behavior Exercise (A). 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. Spanish Version Author(s): Deighton. John... The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. Market research Length: 2p Supplementary Materials: Teaching Note. 14p. (596042) Consumer Behavior Exercise (D)... The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e. May be used with: (596039) Consumer Behavior Exercise (A). stages in the buying process. habit versus deliberation). Fournier. brand loyalty). Market research Length: 2p Supplementary Materials: Teaching Note. habit versus deliberation). habit versus deliberation). (596040) Consumer Behavior Exercise (B). habit versus deliberation). Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. Subjects: Consumer behavior. Subjects: Consumer behavior. The exercise provides students 07/02/11 99 with first-hand understanding of important concepts in consumer choice domain (e. Subjects: Consumer behavior. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e. habit versus deliberation). decision-making roles. John.g. (596044) Consumer Behavior Exercise (F). John.

the authors reflect on the entanglements between consumption. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: While consumption is an individual. Market research Length: 2p Supplementary Materials: Teaching Note. Market research Length: 2p 596044 Title: Consumer Behavior Exercise (F) Author(s): Deighton. 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. Fournier.g.. Spanish Version Author(s): Deighton. it affects the national wealth and international trade. The current edition includes selections on the fundamental changes in consumer markets... product meaning. (596043) Consumer Behavior Exercise (E). Drawing on the ideas of the philosophers Heidegger and Popper. Fournier. Gerald. customer satisfaction. In this chapter. John Deighton 503S24 Title: Consumer Behavior Exercise (F). (596044) Consumer Behavior Exercise (F). brand loyalty). Industry Setting: Consumer products Subjects: Consumer goods. firms.00 CMR327 Title: Consuming Technology: Why Marketers Sometimes Get It Wrong Author(s): Berthon. (596041) Consumer Behavior Exercise (C). building brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2006 7853BC Title: Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics Author(s): Quelch. product meaning. HBR paperbacks are regularly revised with recent articles. 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. 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. Fournier. brand loyalty). 14p. John. Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. John A. by Susan Fournier. marketing. Market research Length: 2p Supplementary Materials: Teaching Note. product meaning. 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. May be used with: (596039) Consumer Behavior Exercise (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6.g. consumption becomes a matter of political debate. 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.Marketing John Deighton 503S23 Title: Consumer Behavior Exercise (E). Pierre R. (596042) Consumer Behavior Exercise (D). Subjects: Consumer behavior. (596040) Consumer Behavior Exercise (B). and overconsumption can produce financial distress for individuals. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. Explores the ways in which technologies.. (596041) Consumer Behavior Exercise (C). John. customer satisfaction. customers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. Underconsumption depresses the economy. Jocz. Pitt. getting the consumer product right the first time. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. customer satisfaction. by Susan Fournier.g. Zaltman. In this way. 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. or overuse and damage of natural resources and the environment. Market research Length: 2p 596043 Title: Consumer Behavior Exercise (E) Author(s): Deighton. customer satisfaction. Consumer marketing. James. John. Subjects: Consumer behavior. private act. Marketing strategy Length: 176p List Price: $35. brand loyalty). brand loyalty). consumers may increasingly choose to consume those products and services they consider to be healthy and environmentally sound or otherwise socially valuable. Spanish Version Author(s): Deighton. Marketing management. (596040) Consumer Behavior Exercise (B). Mac Hulbert. and Other Boundaries Affect Consumer Thinking Author(s): Zaltman. The exercise provides students with first-hand understanding of important concepts in consumption domain (e. and society interact and suggests how firms might adopt different strategies toward technology to take advantage of these emergent interactions. (597041). Subjects: Consumer behavior. John. (597041). and retailing tactics. In the democracy of the marketplace. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.. 14p. Subjects: Consumer behavior. (596042) Consumer Behavior Exercise (D). Leyland Publication Date: 11/01/2005 Product Type: CMR Article 07/02/11 100 Publisher: California Management Review Abstract: Marketing tends to view technology as a means to meeting customer needs and desires. product meaning. and politics. Exclusion. 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. May be used with: (596039) Consumer Behavior Exercise (A). Fournier.

mastery of all the steps in the learning process is rare. e-wallets. and an accessible memory of what has been learned. and McDonald's. George S. John F. widespread information distribution that ensures that relevant facts are available when needed. and bar code scanners. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. New economy. Jeffrey Publication Date: 01/01/2007 Product Type: SMR Article Abstract: For several years now. Nextel. customer service. Marshall. Equilibrium.Marketing keep things out. These activities take time and the coordination of multiple parts of the organization (marketing. Equilibrium. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. retail stores. Paul F. Nokia. Companies have to become what the authors call "contextual marketers. Merrihue.95 Year New: 2007 R00608 Title: Contextual Marketing: The Real Business of the Internet Author(s): Kenny. billing. (4456BC) Journey: How the Meeting of Past. bus stations. and Well-Being Affects Consumer Thinking Author(s): Zaltman. (4454BC) Balance: How Justice. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. it requires a significant upfront investment. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. and personalizing interactions (e-mail. filtering. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. (4460BC) Control: How the Sense of Mastery. The strategies are liberally illustrated with examples from Nike. on its own. While the "market of one" approach can pay off. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Marketing management Length: 23p 4460BC Title: Control: How the Sense of Mastery. 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. Also. (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. and Well-Being Affects Consumer Thinking. Instead of trying to create destinations that people will come to. and Future Affects Consumer Thinking. as access moves beyond the PC to shopping malls. Sony. 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. airports. (4454BC) Balance: How Justice. In addition. doesn't suit the needs of those companies or their customers. micro-marketing strategy. Microsoft. and cleaning customer data. among others. say the authors. is too narrow. Most firms suffer disabilities at one or more stages. Marketing strategy.. This chapter looks at some of the many instances in which the container. Present. However. Zaltman. World Wide Web Length: 7p BESTSELLER SMR236 Title: The Continuing Power of Mass Advertising Author(s): Nunes. 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. Gerald. the authors say. and so on)." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible. 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. David. the destination Web site. This chapter looks at control as a powerful lens through which consumers view the world. Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Acquiring mastery over matters that affect us is a powerful motivation. broadcast media is ineffective and expensive. Consumer marketing. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors." such as smart cards. and even cars. pick up the phone. 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. or click on a box. Honda. offers. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. sales. those systems have often produced disappointing results because their use was not well integrated with corporate strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 101 CMR049 Title: Continuous Learning About Markets Author(s): Day. UBS. including: implementing customer relationship management software applications. marketers have been urged to embrace one-to-one marketing and to offer microsegmented consumers customized products and services through targeted outreach. and the Interplay of Elements Affect Consumer Thinking. 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). enhancing. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . as a deep metaphor. Vulnerability. Direct marketing. Delta. which can be daunting for companies trying to react quickly to a changing environment. and the extent to which we do or do not have that mastery greatly affects our sense of well-being. But broad-based. 07/02/11 Citibank. Fortunately. Procter & Gamble. Market research. Customer Service Department • 60 Harvard Way • Boston. Vulnerability. Subjects: Brand management. Technological change. 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. and the Interplay of Elements Affect Consumer Thinking. there are alternative solutions. mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information. companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Subjects: Market analysis. information technology). affects consumers' thinking and behavior. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. such as one-to-one targeting and the broadcasting of 30-second television spots.

Toleman. Ruth. high share. how much money to spend. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .. from recruitment to termination..A.) and commercial banks. by Christopher H. His two vice presidents (of quality and marketing) have presented very different proposals. Marketing strategy Length: 7p Year New: 2005 583045 Title: Convection Corp. Present. Lovelock 503S34 Title: The Coop: Market Research. the process is portrayed as a random. Seventeen pages of exhibits include data on Coolidge. Exclusion. Market research. Pharmaceuticals. Author(s): Cespedes. sample advertising. Darrel G. Spanish Version Author(s): Bolton. Frank V. Industrial markets. Christopher H. and which programs to fund. ground-up phenomenon over which marketers have little control. Restaurants Length: 14p 504S23 Title: Cooper Pharmaceuticals. which are interest-bearing checking accounts that may be legally offered by both thrift banks (savings and loans. Frank V. Marsh has had an uneven career with Cooper Pharmaceuticals. how much money to spend. targets credible sources. must decide whether to invest in market research. etc. Market research. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: Case (Field) Abstract: Traces the 12-year career of a pharmaceutical salesperson. Mr. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: LACC Case Abstract: Traces the 12-year career of a pharmaceutical salesperson. But an examination of successful viral marketing cases reveals a number of strategies underpinning this chaotic phenomenon. Inc. Product lines. Pricing strategy. Product management Length: 24p 576173 Title: Coolidge Bank and Trust Co. David. Geographic Setting: Midwestern United States Industry Setting: Industrial goods. CEO of The Chicken Coop. a number of Marsh's former customers complain vigorously. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. fun. The product mix includes new products. 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. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets. from recruitment to termination. Marketing implementation. Often. Successful viral marketing campaigns have an engaging message that involves imagination. Its president is debating the introduction of NOW accounts. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Geographic Setting: Massachusetts Industry Setting: Commercial banking Gross Revenues: $127 million assets Subjects: Commercial banking. Following his termination. Marketing organization.9 million 07/02/11 102 revenues Subjects: Fast food industry. Spanish Version Author(s): Cespedes. is asked to resign. Newton. His two vice presidents (of quality and marketing) have presented very different proposals. Models. (4457BC) Container: How Inclusion. Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: LACC Case Abstract: Daryl Buckmeister. to do about it. Marketing management. Inc. Market research. and federal reserve bank statistics on NOW account activity in Massachusetts. Moon. and intrigue. Subjects: Brand management. 13p. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. 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. Sales management Length: 10p 590111 Title: Cooper Pharmaceuticals.95 Year New: 2007 BH118 Title: Controlled Infection! Spreading the Brand Message Through Viral Marketing Author(s): Dobele. With a substantial number of thrift banks offering NOW accounts and the concept starting to grow among commercial banks in Massachusetts. providing insight into how marketers can use it to position their brands. if anything. Warren has the problem of allocating a reduced sales and promotions budget among the product managers. Mr. (A) Author(s): Clarke. A rewritten version of an earlier case by D. Marsh has had an uneven career with Customer Service Department • 60 Harvard Way • Boston. Marketing strategy.9 million revenues Subjects: Fast food industry. and Other Boundaries Affect Consumer Thinking. after a probationary period. Subjects: NO SUBJECTS(KEYWORDS) Length: 22p List Price: $6. Beverland. change their image. Bob Marsh. and CPI's vice president of sales is asked to investigate the matter and to decide what. must decide whether to invest in market research. and increase adoption rates. CEO of The Chicken Coop. Angela. Bob Marsh. 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. (4456BC) Journey: How the Meeting of Past. Inc. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58. (CPI) and. (577074). low share. encourages ease of use and visibility. machinery & equipment industries Gross Revenues: $2 billion sales Subjects: Advertising. and Future Affects Consumer Thinking. Brands. Author(s): Lovelock. Ruth. Restaurants Length: 17p 599113 Title: The Coop: Market Research Author(s): Bolton. Moon. etc. Sales promotions Length: 20p Supplementary Materials: Teaching Note. and which programs to fund. and leverages combinations of technology.Marketing (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. He turns to a major crossindustry study of industrial advertising policies for guidance. Coolidge Bank has to decide its strategy. old products. Policy making. Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: Case (Gen Exp) Abstract: Daryl Buckmeister. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58.

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. Product positioning. Publication Date: 11/29/2001 Revision Date: 06/30/2004 Product Type: Color Case Abstract: In early June 1997. by Rohit Deshpande. Marketing management. research and development. Subjects: Beverages. 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. The organizations that can marshall these strengths will lead the world in the twenty-first century. Olins demonstrates how identity is crucial to market share. Apple. what marketing strategy changes needed to be made? Includes color exhibits. Brands. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. and other corporate assets. after a probationary period. Despite a much higher sales volume growth rate. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets. Gustavo A. how it is vital to both effective recruitment and the way people work together inside a company. Pharmaceuticals. O'NeilMassaro. Newton. 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. Packaging. is asked to resign. Brands. product quality. $29. Marketing strategy Length: 24p Supplementary Materials: Supplement (Field). Herrero. Public relations Length: 350p List Price: $60. Must be used with: (502023) Corona Beer (A). Corporate strategy. to the marketing decisions you make. Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter will help you articulate your company's core brand values.. United States Industry Setting: Beef industry Subjects: Beverages. Brand management. Gustavo A. 17p." A paperback version is available: Order No. Marketing strategy Length: 2p NEW 250X Title: Corporate Identity: Making Business Strategy Visible Through Design (Hardcover) Author(s): Olins. (8281BC) Brand Personality: How to Build a Unique Brand. Wally Publication Date: 09/09/1992 Product Type: HBS Press Book Customer Service Department • 60 Harvard Way • Boston. how it plays a central role in expansion and diversification. Kirsten J. market. and Sony. A worksheet to guide you through the process is included. to do about it. along with finance. Rohit. Marketing management. Marketing implementation. Kirsten J. But economic power derives increasingly from moral. Following his termination. Communications industry. and how it is directly related to profitability. to the kinds of customers you pursue.Marketing Cooper Pharmaceuticals. Publication Date: 11/18/2002 Revision Date: 03/24/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Identity must have a secure place in the hearts and minds of managers. Corona still trailed Heineken. it is economic power that wins the day.95. market. (8279BC) Core Brand Values: How to Build a Unique Brand. Marketing strategy. by Frank V.A. (8281BC) Brand Personality: How to Build a Unique Brand. a number of Marsh's former customers complain vigorously. the #1 imported beer brand in the U. Geographic Setting: Mexico. Gustavo A. Herrero 503S01 Title: Corona Beer (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Herrero. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Brands. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Marketing organization. (8282BC) Brand Icons: How to Build a Unique Brand. Rohit. if anything. (591027). (8282BC) Brand Icons: How to Build a Unique Brand. Herrero. All other messages coming from the company will be offshoots of this message. the #1 imported beer brand in the U. "In the end. personnel management. Communications industry Subjects: Advertising.00 3689 Title: Corporate Identity: Making Business Strategy Visible Through Design (Paperback) Author(s): Olins. O'NeilMassaro.S.S. Gustavo A.S. which make up the foundation for every decision your company makes--from the kind of people you hire. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Cespedes 8280BC Title: Core Brand Message: How to Build a Unique Brand Author(s): Moser.95 Year New: 2007 8279BC Title: Core Brand Values: How to Build a Unique Brand Author(s): Moser. 3689. and cultural power.95 Year New: 2007 502023 Title: Corona Beer (A) Author(s): Deshpande. if so. Rohit. market. (8280BC) Core Brand Message: How to Build a Unique Brand. BMW. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.S. (CPI) and. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. Marketing strategy Length: 26p 503037 Title: Corona Beer (B) 07/02/11 103 Author(s): Deshpande. Sales management Length: 10p Supplementary Materials: Teaching Note. United States Industry Setting: Beef industry Subjects: Beverages. Could Corona overtake Heineken and.. A rewritten version of an earlier case by D. Spanish Version Author(s): Deshpande. Brands. the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U. if so. Inc. As Olins observes. 2p. Could Corona overtake Heineken and. Brand equity. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand. (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In early June 1997. aesthetic. Corona still trailed Heineken. market. what marketing strategy changes needed to be made? Geographic Setting: Mexico. Industry Setting: Advertising industry. and CPI's vice president of sales is asked to investigate the matter and to decide what. Despite a much higher sales volume growth rate. (503037).

It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. Publication Date: 07/01/1991 Product Type: Harvard Business Review Article Abstract: In the 1990s. What can companies do to fight back? Sinha suggests several options. $50. provides an assessment of how well various marketing tactics build visibility and credibility. investors imagine cashing in on Internet IPOs. to impose large price premiums. Thomas J. Electronic commerce. and cultural power. but consumers can also find a wealth of material about product quality. how it plays a central role in expansion and diversification. That will make it much harder for companies. Customer Service Department • 60 Harvard Way • Boston. extract price premiums from buyers. C. a situation made possible by the abundance of free.00. service offerings. Product management. investors imagine cashing in on Internet IPOs. and much more. Communications industry Subjects: Advertising. competitive success will come from building and dominating fundamentally new markets. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . One is 07/02/11 104 to implement creative pricing strategies that go beyond traditional price cutting. Consumers envision lower prices and easy shopping. Marketing strategy. Consumer marketing. Discusses several critical issues that must be addressed in building an image. New product marketing. Pricing Length: 6p 4738 Title: Cost Transparency: The Net's Threat to Prices and Brands (HBR OnPoint Enhanced Edition) Author(s): Sinha. Internet. aesthetic. and other corporate assets. Industry Setting: Advertising industry. BMW. Indrajit Sinha explains that this threat comes from what economists call cost transparency. Marketing management. As Olins observes. Communications industry. Indrajit Publication Date: 09/01/2000 Product Type: HBR OnPoint Article Abstract: There is much euphoria about the possibilities offered by e-commerce. Pricing information is the most prevalent. Research & development Length: 10p 589087 Title: Corporate Positioning: How to Assess--and Build--A Company's Reputation Author(s): Kosnik. it is economic power that wins the day. personnel management. All that information makes sellers' costs more transparent to buyers. Indrajit Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: There is much euphoria about the possibilities offered by e-commerce. and Sony. and generate high profit margins.95 91409 Title: Corporate Imagination and Expeditionary Marketing Author(s): Hamel. computer software. Core competencies are one prerequisite for creating these new markets. Electronic commerce. But beneath all the excitement lies a sobering reality: the Internet represents the biggest threat thus far to a company's ability to brand its products. and startups want their business model to be the one that transforms an industry. Points out two dimensions of a corporate image-visibility and credibility. 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. But the best way of countering cost transparency is through innovation. K. Prahalad. Corporate strategy. service offerings. One is to implement creative pricing strategies that go beyond traditional price cutting. Based on observations of corporate positioning issues in five industries: management consulting. Identity must have a secure place in the hearts and minds of managers. Innovation. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. Sinha says. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. product quality. and systems integration. a situation made possible by the abundance of free. along with finance. Subjects: Creativity. extract price premiums from buyers. and startups want their business model to be the one that transforms an industry. Consumers will always reward makers of new and distinctive products that improve their lives. "In the end. Packaging.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. Subjects: Communication strategy. Indrajit Sinha explains that this threat comes from what economists call cost transparency. think about needs and functionalities instead of marketing's more conventional customer-product grid. Internet. and much more. to impose large price premiums. Consumer marketing. Product development. Brand equity. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. Marketing management. Marketing strategy. Olins demonstrates how identity is crucial to market share. Sinha says. Brands. public accounting. and generate high profit margins. But economic power derives increasingly from moral. supplier reliability. But the best way of countering cost transparency is through innovation. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. research and development. easily obtained information on the Internet. Subjects: Brand management. Subjects: Brand management. Public relations Length: 224p List Price: $29. how it is vital to both effective recruitment and the way people work together inside a company. The organizations that can marshall these strengths will lead the world in the twenty-first century. and how it is directly related to profitability. and lead customers rather than follow them. Finally. whether they are on-line or not. 250X. What can companies do to fight back? Sinha suggests several options. easily obtained information on the Internet." A hardcover version is available: Order No. Consumers envision lower prices and easy shopping. Professionals. but consumers can also find a wealth of material about product quality. That will make it much harder for companies. computer hardware. overturn tradition price-performance assumptions. Corporate imagination is unleashed when companies escape the tyranny of their served markets. Publication Date: 02/13/1989 Product Type: Note Abstract: Provides a framework for assessing and enhancing an organization's reputation. Brand management. Services Length: 13p R00210 Title: Cost Transparency: The Net's Threat to Prices and Brands Author(s): Sinha. Consumers will always reward makers of new and distinctive products that improve their lives. Apple. whether they are on-line or not. Product positioning. Marketing strategy. Pricing information is the most prevalent. Gary. Marketing strategy. All that information makes sellers' costs more transparent to buyers. Corporate imagination and expeditionary marketing are the keys that unlock the markets. supplier reliability.

$40).. Industry analysis. Leamon. business credit card processing. designed to smooth the peaks and valleys of demand and reduce the costs of distribution. MA. Consumer 07/02/11 105 marketing. to whom. Extensive research information from consumers and retailers is available to assist the executives. Marketing strategy Length: 3p List Price: $4. the technology behind CRM.S. Kaplan. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell.S. Wholesaling Length: 21p Supplementary Materials: Teaching Note. one of the major players in the wholesale club industry. Retailing. gets 30% of the market in Canada. and eventually consumers. 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. They suggest a policy called "everyday low purchase price".50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker. Robert D. Nonprofit organizations.. Canada. but will bring silos together. by Stephen A. CRM allows a company to identify customers. 7p. and a discussion of what kinds of companies should be using CRM. and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco. textile/apparel industry convince consumers and retailers to buy U. market? How do retailers evaluate its benefit costs? Does Cott use an existing structure or build new ones? Does Cott diversify from drink to snack foods? Geographic Setting: Global Industry Setting: Food & beverage industries Gross Revenues: $250 million revenues Subjects: Beverages. interact with them. Marketing strategy. (591067). the big bucks myth. Subjects: Market research. Software industry.S. Ray A. John L. break-out-of-the-clutter marketing programs directed at priority markets. Alan R.000 Gross Revenues: $22 billion revenues Subjects: Brand equity. Marketing management. even smart.Marketing Pricing Length: 10p List Price: $6. The case poses two questions: 1) how should the new membership be marketed. and you'll see that many of these diagrams are full of it. Stephen A. though. Industry Setting: Advertising industry. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising. Daniels. Look closely. Canada. when illustrated with snappy circle-andarrow graphics. John A. Quelch. 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. Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies. Brands. One result has been an increase in consumer and trade promotion.. and the most research is not read myth. Textiles Length: 25p Supplementary Materials: Supplement (Field). retailers. Walter J. the survey myopia myth. Teopaco. Sales promotions Length: 8p 594031 Title: Cott Corp. Cott. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Customer relationship management (CRM) is markedly different from past marketing strategies. Robert S. real estate services--in exchange for a higher annual fee ($100 vs. David E. 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. differentiate them in terms of their needs and value. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant. in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid. A three-year $40 million campaign is planned. (599088). Small business Length: 5p 599041 Title: Costco Companies. power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade. Salmon. Retail industry Subjects: Advertising.. by David E. Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U. health. the sophisticated researcher myth. United States Industry Setting: Accounting firms. Subjects: Customer relations..50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen. Author(s): Bell. Teopaco F0511C Title: Crap Circles Author(s): Morse. which generated $22 billion in 1997 selling products in bulk. 12p. Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola. Great marketing is not only cost effective. Inc. and home insurance. But many trade promotion practices are costly to manufacturers.made apparel products. 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. Council Author(s): Greyser. Geographic Setting: Boston. How does it move into the U.: Private Label in the 1990s Author(s): Goldberg. Retailing.. and customize some aspect of its products or services to meet those customers' needs.A. Greyser. especially in these days of media fragmentation. has developed a new class of membership that offers discounted services--auto. Services. This article covers the basics of CRM and includes sidebars on CRM metrics. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55. Marketing management. John L. 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.S.

while a firm sending unsolicited emails based on a user's cookie trail may be annoying. and regulatory pressures on the process. the individual elements that comprise the plan are introduced. The marketing plan serves to define the opportunity. where customers are everybody's responsibility and the language of the customer is key. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and an unnamed $20 billion "Systems and Technology" company that designed. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6. and Development. (2645BC) Interactive Marketing: New Channel. NCR. Product development Length: 6p DMI001 Title: Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Author(s): Greyser. communications systems and software. as in this case. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom. challenge. (2580BC) Market Customization: Market Segmentation. Consulting. Stephen A. Marilyn Y.. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture. three companies were formed: AT&T. Big World. (2599BC) Developing New Products and Services: The Marketer's Role. 5p. Design management. Given that AT&T was one of the largest. and to implement the strategy. (2602BC) Branding: Differentiation that Customers Value. a computer firm. the strategy. by Stephen A. Retention. 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. (501007) Renaming Computer Power Group. The emotion-causing antecedents elucidated in this article are the website's vividness. machine memory. Applications. Mark T. built. Vallaster. and best known corporations in the world. and employees of the firm. Market-driven and marketdriving strategies are contrasted in the context of new product development. a $50 billion telecommunications services company. Spence. fellow customers. This chapter looks at ways of making silos assets instead of hindrances in creating outstanding cross-silo marketing. (2637BC) Integrated Marketing Communications: Creativity.. the budget. a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications. New Challenge. and the expected results of product sales. Phillips. Christine Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Compared to offline media communications. Peter L. May 07/02/11 106 be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. financial. and Pitfalls. the brand. Consistency. (2572BC) Competitive Analysis: Understand Your Opponents. Because a goal of brand managers is to get consumers to associate positive emotions with a brand.Marketing the scope of the organization. Market positioning Length: 15p Supplementary Materials: Teaching Note. 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.. the result of a spin-off. interaction speed. In this split. Industry Setting: Internet & online Customer Service Department • 60 Harvard Way • Boston. Such change may come as the result of a merger. 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. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace. analyzing the effect of business. For example. positive or negative emotions may result. the feelings generated may attach to the brand. consumer and business telephone systems. oldest. Subjects: NO SUBJECTS(KEYWORDS) Length: 48 min Year New: 2005 501039 Title: Creating Value Author(s): Deshpande. and Effective Resource Allocation. acquisition. May be used with: (500060) Computer Power Group: Designing Brand Architecture. Regardless of the valence of the resultant emotion. (2653BC) Marketing Across Borders: It's a Big. Peter L. Rohit Publication Date: 10/03/2000 Product Type: Note Abstract: Creating value involves understanding consumers/customers and bringing this knowledge into the organization. and examining the role of consultants and research in the development of a name and visual identity for the company. (2629BC) Pricing It Right: Strategies. business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself.95 Year New: 2006 BH294 Title: Creating emotions via B2C websites Author(s): Jones. and allowable social interactions. and microelectronics components. using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising. as are details on how to implement adequate research in considering each decision therein. (500066) Naming the Edsel.95 107XC Title: Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations Author(s): Deshpande. new alliance or. (DMI002). In this chapter. interactivity. Greyser. and Positioning. 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. to create a name for the company. High technology products. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world. Depending on how a website performs on these dimensions. the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. Targeting. (500054) Selecting a New Name for Security Capital Pacific Trust. to design a logo and identity system. (2610BC) The Right Customers: Acquisition. Subjects: Marketing strategy. and delivered a wide range of public and private networks. (500055) Claiborne Asks Web Surfers to Name New Line.

Ray A. Kineta. Stephen K. 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. difficult to integrate. 07/02/11 107 improving accessibility to various art forms. 9p. and attitude data. are facing crises on a variety of fronts.. Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $300 millions sales Subjects: Consumer marketing.Marketing services industries. They must professionalize their marketing and management skills and learn to be accountable to all their publics: their artists. Nabil. Entertainment industry.. Charan. Monica Publication Date: 01/04/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Mobile network operator Sunday Communications Ltd. Credit Card Industry Author(s): Al-Najjar. 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. MA Industry Setting: Food services Gross Revenues: $10 million revenues Subjects: Expansion. Colletti. services. 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. Kovac. Growth strategy.. Ford. life cycle. Department stores. respondents to higher rates displayed significantly higher delinquency and bankruptcy rates. Uchoa. Students must utilize consumer demographic. and messages to which the target audience will enthusiastically respond. Joanne. Besanko. Jerome A. Sunday claimed a mere 9. in practice. in conjunction with operating data. Benson P. Philip Publication Date: 10/01/1996 Product Type: CMR Article Publisher: California Management Review Abstract: The nonprofit performing arts industry in America. the issuer sends out hundreds of thousands of solicitations based on information received from credit reporting agencies (e. 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. Roberto Publication Date: 01/01/2003 Revision Date: 02/13/2003 Product Type: Case (Pub Mat) Abstract: Describes market experiments conducted by a major credit card issuer. Nonprofit organizations Length: 25p 578197 Title: Cronin's Author(s): Cady. arts organizations must learn new ways to attract the resources they need to sustain their mission and quality. Organizational structure. David. Monica Park Year New: 2006 587064 Title: Creative Gourmets: Excellence Through Caring Author(s): Goldberg. Cady R0407Z Title: Cross Selling or Cross Purposes? (Commentary for HBR Case Study) Author(s): Harding. etc. or acquisition by another firm? Geographic Setting: Boston. by Kineta Hung. and their audiences. burst onto the scene in 1997 with an innovative approach to branding and promotion. Subjects: Marketing management. Performing arts Subjects: Arts administration. Author(s): Hung. Marketing organization. With the mobile phone sector in Hong Kong operating at maximum penetration. Then they can create offerings. 15p. But in many ways the two companies worked Customer Service Department • 60 Harvard Way • Boston. Sales organization Length: 4p HKU554 Title: Creative Advertising: Sunday Communications Ltd. to choose among alternative strategies for market share growth. Based on a research paper by Larry Ausubel. Smith. Market share. Kotler. Sales management..S. Organizational design.3% in 2005. Entertainment industry. joint venture. Growth strategy. attitudes. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector. In a typical experiment. Services. they must develop a better understanding of their own business and of the interests. Tracking respondents for 27 months after the experiment. credit score. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . their funders. Retailing Length: 33p Supplementary Materials: Teaching Note. and learning how to better meet the needs of specific audience segments and contributors. along with many performing arts organizations around the world. Publication Date: 02/25/2002 Product Type: Note Abstract: Focuses on the coordination of marketing and sales--two functions that seem alike but are. Ram. Turegano. Supermarkets Length: 29p KEL005 Title: Credit Solicitations as Market Experiments in the U. Marketing strategy. and motivations of their customers. without compromising their artistic integrity. (586072). Demographics. by John F. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. 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. Product positioning. mainly to profit from the software sales that are a natural byproduct of consulting engagements. Merchandising. 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. Park. Should it continue its success by either internal expansion.). But despite its successes. Industry Setting: Arts administration. (HKU555).8% of the market in 2000 and 8. Arts managers must improve their skills in increasing and broadening their audience base. To accomplish this.g. Caroline A. Briefly explains the challenges to coordination and provides some solutions. John F. past delinquencies. Accordingly. Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 999006 Title: Creating the Customer-Centric Team: Coordinating Sales & Marketing Author(s): Shapiro.

Shapiro. mainly to profit from the software sales that are a natural byproduct of consulting engagements. Subjects: HBR Case Discussions. yet one greater than 50%. Industrial markets. Craig E. TopTek's professional salespeople. but they're making a hash of it. Publication Date: 04/01/1978 Revision Date: 10/05/1994 Product Type: Case (Field) Abstract: Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. The sales force has its own gripes. Metals Subjects: Automotive supplies. By contrast. Benson P. Cline. Cline. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. By contrast. but it is now faced with a competitive situation in which a small market share. They get no commissions on products they sell. Geographic Setting: Maryland Industry Setting: Automotive supplies. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. Charan. But in many ways the two companies worked better when they were separate. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Sales compensation. Craig E. (578171). Industry Setting: Automotive supplies. all of them highly skilled at selling product. Pollution control. They've got his boss's ear. Subjects: HBR Case Discussions. (578172). Sales management. Sales compensation. TopTek's professional salespeople. by Benson P. They've got his boss's ear. handled sales. and they're selling additional projects left and right. by Benson P. by E.. (583103). But in many ways the two companies worked better when they were separate. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. TopTek's professional salespeople. according to Ron Murphy. 17p.Marketing better when they were separate. The sales force has its own gripes. mainly to profit from the software sales that are a natural byproduct of consulting engagements. (584096). For instance. Competitive bidding. The consultants aren't much help in winning new business. 17p. Shapiro. and they're selling additional projects left and right. 2p. TopTek's sales VP. Turegano. Metals. TopTek's sales VP. Colletti. For instance. They get no commissions on products they sell. Sales strategy Length: 9p Year New: 2004 07/02/11 108 578170 Title: Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors Author(s): Shapiro. The consultants aren't much help in winning new business. the same people who delivered services to clients made the consulting firm's sales. stimulating demand for a pace of change that the CIO says the retailer can't handle. What will it take for cross selling to succeed at TopTek? Subjects: HBR Case Discussions. Pricing Length: 16p Supplementary Materials: Supplement (Field). is a virtual certainty. handled sales. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. The consultants in the newly constituted TopTek aren't happy either. Supplement (Field). The consultants in the newly constituted TopTek aren't happy either. Shapiro. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place.. Metals. Ram. because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. 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). (578173). TopTek's sales VP. and they're selling additional projects left and right. all of them highly skilled at selling product. By contrast. Business conditions. Shapiro. 1p. according to Ron Murphy. Pollution control. The sales force has its own gripes. Business conditions. Sales compensation. Cline. Sales strategy Length: 5p Year New: 2004 R0407B Title: Cross Selling or Cross Purposes? (HBR Case study and Commentary) Author(s): Harding. Before the acquisition.. Metals Company Size: small Gross Revenues: $22 million sales Subjects: Automotive supplies. Now the consultants and the salespeople are trying to work together. Craig E. by Benson P. Kovac. Caroline A. Sales strategy Length: 4p Year New: 2004 R0407X Title: Cross Selling or Cross Purposes? (HBR Case Study) Author(s): Harding. the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. by Benson P. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Industrial markets. Pricing Length: 2p Supplementary Materials: Teaching Note. Before the acquisition. Before the acquisition. but they're making a hash of it. Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. They've got his boss's ear. the same people who delivered services to clients made the consulting firm's sales. stimulating demand for a pace of change that the CIO says the retailer can't handle. Supplement (Field). Ford. 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. Ford Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm. Jerome A. Sales management. Teaching Note. 5p. handled sales. by Benson P. Cline. but they're making a hash of it. the same people who delivered services to clients made the consulting firm's sales. according to Ron Murphy. Now the consultants and the salespeople are trying to work together. Sales management. Cline. 2p. Competitive bidding. Now the consultants and the salespeople are trying to work together. Craig E. Benson P. (584096). The company previously had a three-year contract for 100% of Beta's business. The consultants in the newly constituted TopTek aren't happy either. For instance. Teaching Note. What will it take for cross selling to succeed at TopTek? May be used with: (R0407X) Cross Selling or Cross Purposes? (HBR Case Study). They get no commissions on products they sell. Craig E. stimulating demand for a pace of change that the CIO says the retailer can't handle. Raymond Corey 578171 Title: Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors Author(s): Shapiro. all of them highly skilled at selling product. The consultants aren't much help in winning new business. Shapiro Customer Service Department • 60 Harvard Way • Boston..

One concerns the balance between image/positioning advertising and short-term-oriented promotional advertising/communications on behalf of each individual Cunard ship (i. etc. Jr. Craig E. Young. International marketing. Robert F. Impacting consideration of the issues is a period of economic conditions adversely affecting sales. competition. 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). Industrial markets. by Benson P. etc. Market entry. Venezuela's massive currency devaluation and a weak distribution system. 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. 7p.. Benson P. Spanish Version Author(s): Shapiro.. the world's oldest luxury line company. Stephen A.6 billion revenues Subjects: Automation. by Patrick J. (595028). Related to this is the overall mix of marketing communications tools used by Cunard--media advertising.4 million in receivables due from distributors and reestablish a viable distribution network for Cummins in Venezuela. Industry Setting: Automotive supplies. Business conditions. Young 7994 Title: Customer Connections: New Strategies for Growth (Hardcover) Author(s): Wayland. Students must decide what factors are relevant in making an industrial pricing decision. Pricing Length: 1p Supplementary Materials: Teaching Note. (B). Benson P. Industrial markets. John C. Competitive bidding. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition. South America Length: 16p Supplementary Materials: Teaching Note. Provides substantial information on the industry. 07/02/11 109 Industrial markets. Marketing implementation. 12p.S. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Metals Subjects: Automotive supplies. Sherman. Construction. Industrial goods. Decisions must also be made about promotion and distribution channels. Distribution channels. Marketing organization. along with the effects of the U. "pull" vs. Jeffrey J. "push" communications). Cole. competition. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Geographic Setting: Venezuela Industry Setting: Engine industry Company Size: Fortune 500 Gross Revenues: $1. Construction.. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition. direct marketing. 16p. Distribution. Competitive bidding.. Publication Date: 06/24/1994 Revision Date: 08/29/1994 Product Type: Case (Field) Abstract: Cunard. by Benson P. 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. 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. a firm must break away from traditional productdriven strategies and see its entire business through a customer-focused lens. Decisions must also be made about promotion and distribution channels. Kaufmann BESTSELLER 586122 Title: Cummins Engine Co. Market entry. 594046 Title: Cunard Line Ltd. Provides substantial information on the industry. 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. is confronted with several key issues involving its marketing and marketing communications strategy. Metals. The manager must find a way to collect $1. Distribution channels.-Iraq conflict on consumer leisure travel. They are trying to decide how to price it. Master Diskette. 17p.: Managing Integrated Marketing Communications Author(s): Greyser. Craig E. Cline. Benson P. (584096).. Robert E. Dolan. Robert F. Shapiro 578173 Title: Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors Author(s): Shapiro. Publication Date: 12/17/1985 Revision Date: 01/13/1989 Product Type: Case (Field) Abstract: A new regional manager for Cummins Venezuela faces Black Friday. Tourism Length: 25p Supplementary Materials: Teaching Note. and (C) cases. Shapiro 503S46 Title: Cumberland Metal Industries: Engineered Products Division--1980. They are trying to decide how to price it. Jeffrey J. Pricing strategy Length: 17p 580104 Title: Cumberland Metal Industries: Engineered Products Division--1980 Author(s): Shapiro. New product marketing. Pricing strategy Length: 15p Supplementary Materials: Teaching Note. Greyser. Metals. by Stephen A. Another issue is the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the individual ships. by John C. The organizational setting is one of integrating marketing communications for the company and its products. Industrial goods.e. Software for this case is available (9-589-528). Cline. Industrial markets. report on the results Customer Service Department • 60 Harvard Way • Boston. 17p. Paul M. Industry Setting: Automotive supplies.Marketing 578172 Title: Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors Author(s): Shapiro.. Sherman. Pollution control. by Robert J. Consumer marketing. Benson P. (587115). (584096)..: Black Friday Author(s): Whitney. . Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Students must decide what factors are relevant in making an industrial pricing decision. Pollution control. New product marketing. Pricing Length: 2p Supplementary Materials: Teaching Note. Geographic Setting: United States Industry Setting: Cruise industry Subjects: Advertising. Business conditions. Wayland and Cole provide a new theoretical foundation for customerbased competition. etc. Metals Subjects: Automotive supplies. (589528). (585115).. Whitney Jr. Industrial markets.

Financial services. generate higher profits. Cespedes. and increase shareholder wealth. restructure your entire organization to collect the right data.." For example. Consumer marketing. range of value proposition. but also what it should be doing. Home Depot. It can tell you not only how well your company is doing. value can mean any number of things. Drawing from successful examples of customer equity management in a variety of industries. How to Pass It Along Author(s): Von Hoffman. and senior executives to make better decisions. Getz. then leap to a cheaper channel when it's time to buy.. V. And ensure that every employee understands who your best customers are and how to serve them. roles in relationship. Loyalty. "The Mismanagement of Customer Loyalty" by Werner Reinartz and V Kumar (HBR reprint R0207F). they've come to recognize that different channels serve their needs better at different points in the buying process. 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. Publication Date: 04/01/2005 Product Type: HBR OnPoint Collection Abstract: Have your customer-oriented investments (think CRM) failed to pay off? If so. Food industry. This article offers methods of identifying and interpreting relevant information from customer feedback and then communicating it to your employees. customer demographics guided the decision to sell through a discount superstore or a pricey boutique. Industry Setting: Automotive industry. Marketing strategy. Market segmentation. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Michael Publication Date: 01/01/1993 Product Type: Harvard Business Review Article Abstract: To today's customers. 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. Oldroyd. A company should design pathways across channels to help its customers get what they need at each stage of the buying process. Marketing information systems. Or they draw the wrong conclusions from the data they have collected.. Potential customers use these channels to do research. James B. Harrah's got to know its customers intimately and created reward systems that kept them returning to its casinos. and use the resulting insights to serve customers--and your bottom line. Subjects: Customer relations. Gary W. they don't gather detailed information about each aspect of every customer transaction. IT professionals. Customer retention. 3) exploiting the power of databases. Gary. Subjects: Customer relations. For example. Subjects: Consumer marketing. the authors outline how to build and implement powerful new business and marketing systems centered around four key practices: 1) balancing customer acquisition. and rewards sharing. It was a fair assumption that certain customer types were held captive by certain channels. 2) managing the customer life cycle. Scrub-a-Dub Car Wash. traditionally. Marketing strategy Length: 35p List Price: $17. Constantine Publication Date: 04/01/1998 Product Type: Harvard Management Update Article Abstract: Customer feedback--whether positive or negative--is vital to any business. Market segmentation.. store location. and "Diamonds in the Data Mine" by Gary Loveman (HBR reprint R0305H). Kumar. the authors say. Jacquelyn S. Many companies make fatal errors while managing their customer relationships. Knowledge management. Office supplies industry Subjects: Consumer behavior. Customer retention. accurately interpret the data. the authors offer a framework of four Rs: the right customer portfolio. and Customer Service Department • 60 Harvard Way • Boston. from convenience of purchase to after-sale service and dependability. Customer relations. Subjects: Customer relations. Reinartz. Loyalty. and 4) precisely quantifying customer value. The problem. A comprehensive method for managing customer portfolios across segments and over time. Frederik D. Market research 07/02/11 Length: 2p List Price: $4. Customer Equity enhances the ability of marketers. But that doesn't mean companies have to excel at everything. certain channels hope to use higher margin sales to cover the cost of providing expensive high-touch services. Marketing strategy Length: 9p NEW 93107 Title: Customer Intimacy and Other Value Disciplines Author(s): Wiersema. Magazine. or purchase--your fundamental unit of data analysis. retention. A study of over 40 companies found that market leaders like Dell Computer. To correct these missteps. Frank V. Marketing management Length: 256p List Price: $40. Robert C. not customer segments. Intangible assets. Customer retention. The result is "value poaching. Market segmentation. Market research. As their channel options have proliferated. and Delta Dental. and offer practical strategies for firms to implement their findings to improve growth and profitability. Result? Four billion dollars in revenues during economically sluggish 2002.50 110 R0311G Title: The Customer Has Escaped Author(s): Nunes. Distribution channels.00 U9804D Title: Customer Feedback: How to Get It. Strategic market planning Length: 288p List Price: $29. Ranjay.95 Year New: 2005 7641 Title: Customer Equity: Building and Managing Relationships as Valuable Assets (Hardcover) Author(s): Blattberg. Make the customer--not product. The article also includes advice on obtaining and taking action on feedback from employees themselves. Consider Harrah's Entertainment.Marketing of its application in companies across several industries. Customers are not mindful of channel boundaries--and you shouldn't be either. For instance. The three Harvard Business Review articles in this collection: "The Quest for Customer Focus" by Ranjay Gulati and James Oldroyd (HBR reprint R0504F). Loveman. is that today's customers have become unfettered. Thomas. Paul F.95 9637 Title: Customer Data--Use It or Lose 'Em (HBR Article Collection) Author(s): Gulati. Werner. Treacy. To shift the customer relationship from a functional to strategic role. you're not alone. The authors provide case examples of diverse companies such as Inc. By using sophisticated. and add-on selling. proprietary technology to slice its customer information into ever-finer segments.

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

South Carolina. The pitfall with this approach 07/02/11 112 is value presumption: assuming that any favorable points of difference must be valuable for the customer. managers may claim advantages for features their customers don't care about in the least. Chicago. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. Europe.. managers may claim advantages for features their customers don't care about in the least. Customer retention. They are the focus of decision making and the basis of accountability. value propositions force suppliers to focus on what their offerings are really worth. Consulting. Suppliers can provide simple. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers. targeting brands to as narrow an audience as Customer Service Department • 60 Harvard Way • Boston. IL. Geographic Setting: Canada Industry Setting: Telecommunications industry Number of Employees: 80. 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.Marketing management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources. van Rossum. May be used with: (503081) Monitoring the Health of Customer Relationships. they often simply list all the benefits their offering might deliver. When properly constructed. WI. carton & container industries.50 Year New: 2006 R0409H Title: Customer-Centered Brand Management Author(s): Rust. The authors illuminate the pitfalls of current approaches. Computer hardware. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. 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. (502069). suppliers can end up stressing points of difference that deliver relatively little value to the target customer. 11p. value propositions force suppliers to focus on what their offerings are really worth. Geographic Setting: Alabama. Customer relations. suppliers can end up stressing points of difference that deliver relatively little value to the target customer. The authors illuminate the pitfalls of current approaches. Narus. Benelux. Suppliers can provide simple. by Das Narayandas R0603F Title: Customer Value Propositions in Business Markets Author(s): Anderson. But as the century wore further on. Packaging. demonstrating and documenting the value of this superior performance. Katherine N.. van Rossum. they often simply list all the benefits their offering might deliver. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. Telecommunications Length: 25p Supplementary Materials: Teaching Note. Oldsmobile. brands are the raison d'etre. United States Industry Setting: Chemicals. Narus. even at the expense of the brand. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. The pitfall with this approach is value presumption: assuming that any favorable points of difference must be valuable for the customer. minimize the intrusion on customers' time. consumer value propositions by making their offerings superior on the few elements that matter most to target customers. The reason. for example. Engineering. Once companies become disciplined about understanding their customers. enjoyed outstanding brand equity with many customers through the 1980s. Milwaukee. Drawing on a wide range of current examples. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. These include replacing traditional brand managers with a new position--the customer segment manager. they can make smarter choices about where to allocate scarce resources.. the authors offer seven tactics that will put brands in the service of growing customer equity. consumer value propositions by making their offerings superior on the few elements that matter most to target customers.. 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. yet powerfully captivating. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. the authors advocate a resonating focus approach. James A. When managers construct a customer value proposition. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity.. yet powerfully captivating. When managers construct a customer value proposition. Drawing on the best practices of a handful of suppliers in business markets. James C. 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. Lemon. Zeithaml. Roland T. Pennsylvania. 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. James C.. Canada. Valarie A. In other words. then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. 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. the authors advocate a resonating focus approach. Consumer products. is that in large consumer goods companies like General Motors. would surely have been the path to profits. Yet. demonstrating and documenting the value of this superior performance. James A. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. argue the authors. the people who loved the Olds got downright old. When properly constructed. Once companies become disciplined about understanding their customers. and add value for the business and customers alike. In other words. Drawing on the best practices of a handful of suppliers in business markets.000 Gross Revenues: $22 billion revenues Subjects: Business marketing. they can make smarter choices about where to allocate scarce resources. few companies have come to terms with the implications of that idea for their marketing management. and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities.

Brand management. Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. Customer retention.50 U9807C Title: Customer-Driven Innovation Author(s): Billington. Roland T. "CRM--the Right Way. The reason. developing the capability and the mind-set to hand off customers from one brand to another within the company. Growth strategy. Market research. demonstrates how to restructure your entire organization to collect the right data. Enhancing Their Loyalty. and the projected costs of distribution outlets. They are the focus of decision making and the basis of accountability. and changing the way brand equity is measured by basing calculations on individual. enhance their loyalty. as well as prospective. and "Connecting With Your Customers: The Results-Driven Manager Series" (Paperback). Oldsmobile. Yet. and hybrids--with customers. is that in large consumer goods companies like General Motors.Marketing possible. accurately interpret the data. Marketing strategy Length: 6p U9710A Title: Customer-Driven Growth Author(s): Tobler. argue the authors. Consumer goods. developing the capability and the mind-set to hand off customers from one brand to another within the company. The climax of the process is an off-site meeting at which top management tests its prejudices against evidence that researchers have gathered. Subjects: Distribution channels. Drawing on a wide range of current examples. Sturdivant. Insights on Connecting with Your Customers. the authors offer seven tactics that will put brands in the service of growing customer equity. companies are now forced to think about the customer in terms of relationships rather than transactions. Marketing strategy Length: 12p Year New: 2004 2955 Title: Customer-Centered Brand Management (HBR OnPoint Enhanced Edition) Author(s): Rust.. company objectives. At several crucial stages. 07/02/11 113 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. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . where customers are everybody's responsibility and the language of the customer is key. customer data. rather than average. Customerdriven growth involves finding innovative ways to listen to current. Professor Rohit Deshpande describes revolutionary changes in marketing that lead to more customer-centric organizations. Zeithaml. and deliver unprecedented results. This specially priced collection will help managers forge a more valuable connection with their customers. Jim Publication Date: 07/01/1998 Product Type: Harvard Management Update Article Abstract: 70% of all product innovations are driven by market need. well-defined opportunities. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired. toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers. would surely have been the path to profits. your success is based on how well your firm manages customer interactions. such as Mazda's practice of visiting junkyards to discover why customers might be dissatisfied with its cars. "Winning Customers Through People and Technology" (CDROM). brands are the raison d'etre. even at the expense of the brand. and use the resulting insights to serve customers--and your bottom line. But as the century wore further on. 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. the process requires getting outside checks and hard data for market segments. Customer relations. Now more than ever. This article points out the importance of observing customer behavior in addition to more Customer Service Department • 60 Harvard Way • Boston. targeting brands to as narrow an audience as possible. Subjects: NO SUBJECTS(KEYWORDS) List Price: $250. Customer retention. 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. Loyalty. Marketing strategy Length: 3p List Price: $4. tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance. customers. surpassing current levels of performance and service by leveraging the strengths of human and technological interactions. automated. Subjects: Customer relations. for example. 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. Frederick D.. These include replacing traditional brand managers with a new position--the customer segment manager. helps you extend CRM's power by applying lessons learned from small-scale initial implementations to new. Valarie A. Lemon. Industry Setting: Consumer products Subjects: Brand equity. and changing the way brand equity is measured by basing calculations on individual. 3rd Edition" (HBR OnPoint Collection). few companies have come to terms with the implications of that idea for their marketing management. rather than average. companies have been able to satisfy and create loyal customers. The author gives a number of examples. 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. By focusing market development efforts on the actual end-users of their products.50 Year New: 2006 1700BN Title: Customer-Centric Collection. Despite previous decades of ignoring consumers' needs and wants. "Customer Data--Use It or Lose 'Em" (HBR OnPoint Collection). the people who loved the Olds got downright old. Louis W. Market research. Distribution planning. Jeffrey Rayport helps you achieve a competitive advantage by deploying the right mix of interfaces-human. provides tested strategies for forging positive relationships with customers.. It includes: "Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations" (CD-ROM).00 87411 Title: Customer-Driven Distribution Systems Author(s): Stern. enjoyed outstanding brand equity with many customers through the 1980s. while at the same time growing their businesses. customer data. Katherine N. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity.

In the Internet age. and Chris Martin. Barak Libai. She offers as an example a Lexus rep who drove 80 miles to deliver $1. Mark Hochman is president of Hochman & Co. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. May be used with: (R0712X) The Customers' Revenge (HBR Case Study). an affiliate of Lochridge & Co.. anticipate. He describes several of the company's most important products and systems. Fein. 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. Technology Length: 7p R0712Z Title: The Customers' Revenge (Commentary for HBR Case Study) Author(s): Farmer. Tom. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Martin. But it doesn't appear to be doing so yet. 07/02/11 114 Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center.50 89603 Title: Customers Drive a TechnologyDriven Company: An Interview with George M. companies. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Barak Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. does Atida need a new way to deal with unhappy customers? Tom Farmer. and explains the lessons each offers for effective technology management. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service.C. Libai. does Atida need a new way to deal with unhappy customers? Tom Farmer. Tom. Nate. and interactional--thus increasing their desire for revenge. Interviews. 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. Farmer. companies and the United States as a nation. Call backlogs are building.C. Nate. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. In the Internet age. Nate Bennett. Also included are four pointers on the best way to integrate the customer into the innovation process.000 to a stranded Lexus owner whose purse had been stolen.50 U9908E Title: Customer-Satisfaction Measurements: An Answer to Yesterday's Problem? (Guest Column) Author(s): Hochman. Executives. procedural. procedural.. Why? The author cautions against equating customer satisfaction with customer loyalty and offers advice on measuring customer satisfaction in ways that really matter. Bennett. Nate Bennett. Sales management. Nancy. William Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: In this interview.S. She offers as an example a Lexus rep who drove 80 miles to deliver $1. Chris. Nancy. Subjects: Consumer behavior." 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. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. Chris. and Chris Martin. Subjects: Customer relations. 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.Marketing formal customer inquiry to get a true idea of the customers' needs and desires. Customer retention Length: 1p List Price: $4. Fisher Author(s): Fisher. Innovation. Fisher distinguishes between the future of U. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel.. suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. of Tel Aviv University and MIT's Sloan School. Dan. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube and take his case to the court of public opinion. Libai. and respond effectively to customer needs. Fein. of Centenary College. and letters of complaint are piling up. George M." 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. But it doesn't appear to be doing so yet. Martin. Call backlogs are building. George M. Subjects: Customer relations. Call backlogs are building. of Tel Aviv University and MIT's Sloan School. and letters of complaint are piling up.S. Bernard. and letters of complaint are piling up. Market research Length: 3p List Price: $4. But it doesn't appear to be doing so yet. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0712X Title: The Customers' Revenge (HBR Case Study) Author(s): Ariely. in Boston. Avishai. and interactional--thus increasing their desire for revenge. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. Dan Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. Bennett. of Georgia Tech. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Barak Libai. Fisher also reviews technology-based competition with Japan as he offers an optimistic forecast for U. of Centenary College.C. Fisher describes the management techniques Motorola uses to understand. Mark Publication Date: 08/01/1999 Product Type: Harvard Management Update Article Abstract: Your customers tell you they're satisfied. but suddenly they're buying from your competitors. 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. of Georgia Tech. Taylor. 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.

Streaming. and Internet service providers may begin to block messages that look like spam. more manageable steps. John A. Barak Libai.Marketing and take his case to the court of public opinion. of Tel Aviv University and MIT's Sloan School. Among the risks: the novelty of permission-based marketing may soon wear off. Spanish Version Author(s): Quelch. the best plan is to acquire the needed technology or to exit the market completely.. of Centenary College. Stephen A. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. it may be better to develop a hybrid product. John A. much like banner ads. it makes sense to use a step-by-step approach that breaks the development task into smaller. the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel. and then use the appropriate strategy plotted on the product development map. "Taking Permission One Step Further. It's a way to turn marketing into a collaborative process. A better approach is to determine what the entry risks and opportunity costs are. companies have to respond fast if they want to preserve their positions. Quelch. etc. At other times. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service. and Chris Martin.).. Electronic commerce Length: 2p List Price: $4. In the Internet age. what trade-offs will result from standardizing various elements of the marketing mix. Marketing mixes. The key to a successful program is establishing and keeping your promises to the customer. But being fast to market is no advantage if the product isn't right. By 2007. by John A. 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. Pricing. For some products." 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. Subjects: Cross cultural relations. 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. Conley. Includes the sidebar entitled. For others. managers should consider their companies' overall business strategy. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly." Industry Setting: Advertising industry Subjects: Advertising. which products won't fight cultural barriers. had to decide how to create and capture value from his rapidly growing user base. Edward J. Sangman 07/02/11 115 Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008. the new CEO of Cyworld. Sunil. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. and how standardization will vary from country to country. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik. Hoff. $15 million from mobile networking. 19 min. a leading mobile service provider in Korea. International marketing. Multinational corporations Length: 11p Supplementary Materials: Case Video. virtual gifts.. Han. observe that Atida has violated its customers' sense of fairness within three dimensions--distributive. In determining the degree of standardization or adaptation that is appropriate. Product introduction. 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. Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch. and $15 million from advertising. procedural. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). Direct marketing. which products will benefit from the economies or efficiencies of standardization. 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. of Georgia Tech. Product development. (1-279-1). 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. John A. does Atida need a new way to deal with unhappy customers? Tom Farmer.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta. a social network company in Korea. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Customer Service Department • 60 Harvard Way • Boston. Nate Bennett. Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch. 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. Conley. She offers as an example a Lexus rep who drove 80 miles to deliver $1.000 to a stranded Lexus owner whose purse had been stolen. Edward G. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom. 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. Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music. Subjects: Marketing management. International marketing. and interactional--thus increasing their desire for revenge.

Stephen H. Stephen H. E*Trade would lead the pack with a $300 million budget. Polls & surveys. high net worth investors.J.. Consumer behavior. Product introduction. Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star.000 Gross Revenues: $65 billion revenues Subjects: Asia. Pricing. Also gives lengthy data derived from these surveys. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. Stephen H. Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star. (594094). But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year. Walter Thompson group then developed audio-visual material for seven basic advertising concepts.. DLJdirect was planning to spend $65 million on marketing in 1999. N. who focused either on day traders or more mainstream investors. O'Keefe. N. Product introduction. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified. (598108). Details the company and division's background. NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy. Stephen H. N. Product introduction. a strategic alliance to manufacture and market passenger cars. International business. Internet. Quelch 576134 Title: Daisy (A): The Women's Shaving Market 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. Morris. To be used primarily as background information. Polls & surveys. Thomas R.. Chanhi Publication Date: 10/20/1997 Revision Date: 03/23/1998 Product Type: Case (Field) Abstract: The top management at Daewoo is reviewing its close relationship with the Uzbekistan government. Geographic Setting: United States Industry Setting: Biotechnology industry. Marketing strategy. by John A. Financial services. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. Ray A. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300. Consumer goods. Marketing strategy Length: 24p Supplementary Materials: Teaching Note. Consumer goods.J. Automobiles.J. DLJdirect differentiated its service to meet the needs of self-directed. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior.J. Consumer goods. The J. International marketing. by John A. 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. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition. 8p. 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. (803178). Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology. 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. Strategic alliances Length: 35p Supplementary Materials: Teaching Note. 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. its position in the women's wet shaving market. the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy.. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down...5 billion on marketing. Geographic Setting: Jersey City. each of which emphasized one specific attribute of Daisy. Davis. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann. Walter Thompson Company's marketing research department. and the history and current position of the women's wet shaving industry. Davis. a 250% increase over the prior year. Market research. focusing especially on the performance of Uz-Daewoo Auto. by Thomas R. a disposable shaver for women. the ten largest online brokers were projected to spend $1. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974. John A. 12p.Marketing Subjects: Air freight service. Subsidiaries Length: 22p Supplementary Materials: Teaching Note. 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. Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market 07/02/11 116 Author(s): Star.. Davis. Park. 21p. Davis. Market research. Among the issues they have to decide are: How Daisy should be Customer Service Department • 60 Harvard Way • Boston. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . N. 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. Consumer behavior. Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch. sophisticated.

needs to establish the development strategy going forward. The students are given information on four cities. A major option to achieve this growth is to substantially modify the company's distribution policies. Walter J.. Recreational equipment Length: 25p Supplementary Materials: Teaching Note. Marci K. Students examine the existing programs. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Marketing strategy. Teaching Purpose: To illustrate the use of databases for marketing decision support. Barry Publication Date: 11/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: What is data mining. Sandra. world-renowned Dana-Farber Cancer Institute constantly faces an operating shortfall and looks to its highly successful development office to help cover the deficit. They are also to design a complete test market. Armed with this information. Shawn. and customer-service improvement in an insurance company. The case reviews the major fund-raising programs in the development office and presents additional growth options. Bell. The development office raises money annually (with a $42 million goal for 1999) through its two major fund-raising arms: the Development Fund and the Jimmy Fund. Customer relations. Kasturi Rangan 583008 Title: Danton's: The Specialty Store Men's Apparel Business Author(s): Tedlow. Consumer goods. Retailing Length: 28p Supplementary Materials: Teaching Note. revenue management in a beer company. Publication Date: 05/19/1981 Revision Date: 08/27/1984 Product Type: Case (Library) Customer Service Department • 60 Harvard Way • Boston. Marketing strategy. it conducts a major capital campaign about every five years. Salmon. Health care. Spanish Version Author(s): Quelch. Geographic Setting: United States Industry Setting: Sporting goods & equipment industry Company Size: small Gross Revenues: $41 million sales Subjects: Distribution planning. (500017). examine some of its marketingrelated applications. Berman. 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. Pricing. Test markets Length: 22p 583084 Title: Daiwa Seiko K. (591008). 8p. Statistical analysis Length: 2p 502S40 Title: David Del Curto S. Mottner. by Walter J.. Distribution. Nonprofit organizations Length: 23p Supplementary Materials: Teaching Note. Dew. David Wylie BH150 Title: Data Mining: On the Trail to Marketing Gold Author(s): Thelen. Competition. Product introduction. Consumer behavior. assess the value of the new options.. Breakeven analysis. The corporation's management wants to increase its participation in the fishing tackle business in order to meet the growth objectives of the Japanese parent corporation.: Marketing Strategy in the United States Author(s): Cady.S. Marketing strategy. Geographic Setting: Northeastern United States Industry Setting: Apparel industry Subjects: Business conditions. Industry Setting: Information services Subjects: Information services. Product positioning. 10p. Demands careful analysis of competitive conditions and consumer behavior.Marketing priced. 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. 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. what the effects of different advertising levels would be. and what the trade and the safety razor division salesforce's reactions to the product would be. R. In addition. and how does it differ from traditional statistical modeling? Along with finding the 07/02/11 117 answers here. Exports.A. Exports. and devise a development strategy consistent with the mission and philosophy of the institute. Europe. how much and what type of consumer and trade promotions were needed. Clothing. they can then determine their firm's level of commitment to the process. by John F. John A. Macy: A Case Study in Contrasting Strategies Author(s): Salmon. Multinational corporations. (585008). Companies that do not want to commit the financial and personnel resources to data mining can still secure many of its benefits through outsourcing. Richard S. Market research. Jon I. vs. Marketing management. managers can take a look at important recent developments in data mining. They are to decide what variables they want to test and where they want to test them. by V.'s historic and current market position in the fishing tackle segment of the sporting goods business. and learn how to establish and maintain a data mining system. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 595064 Title: Database Marketing Exercises Author(s): Dhebar.A. Geographic Setting: Boston. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising. Publication Date: 12/06/1982 Product Type: Case (Field) Abstract: Describes Daiwa U. exactly what sales and market share levels Daisy could expect. John F. Marketing strategy Length: 29p 581152 Title: Dayton-Hudson Corp. 5p.H. Geographic Setting: Chile Industry Setting: Fruit Company Size: mid-size Gross Revenues: $85 million sales Subjects: Agriculture. 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. Susan Paresky. Illustrates the problems and opportunities in making such a business grow. Cady 599104 Title: The Dana-Farber Cancer Institute: Development Strategy Author(s): Rangan. MA Industry Setting: Hospital industry Gross Revenues: $93 million revenues Subjects: Growth strategy.K. Kasturi. Martinez. V. A new chief development officer.

Present. (4454BC) Balance: How Justice. Food processing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2005 SMR176 Title: The Decline and Dispersion of Marketing Competence Author(s): Webster. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Subjects: Department stores. is evaluating future directions for the museum in its 25th year.Marketing Abstract: During the 1970s. 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. accessories. Industry Setting: Fast food industry. 9p. (4457BC) Container: How Inclusion. and Other Boundaries Affect Consumer Thinking. Geographic Setting: Massachusetts Industry Setting: Arts administration Subjects: Arts administration. Lovelock CMR315 Title: De-Marketing Obesity Author(s): Wansink. As a result. and Well-Being Affects Consumer Thinking. Ganesan. Alan J.H.95 Year New: 2007 577112 Title: Deere & Co. Product lines Length: 17p Customer Service Department • 60 Harvard Way • Boston. Strategic market planning Length: 26p Supplementary Materials: Teaching Note. However. Lovelock. Polls & surveys. fines. This case compares the strategies of Dayton-Hudson and R.1 billion sales Subjects: Industrial markets. 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. Product lines.: Industrial Equipment Operations Author(s): Shapiro. Huckabee. (4460BC) Control: How the Sense of Mastery. Growth strategy. you must learn to identify and engage the deep metaphors that govern the minds of consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6.. the disintegration of the marketing center is not a cause for concern. managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors. Mike Publication Date: 08/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: Although catering to our biological interests. Exclusion. but they are far-reaching: Absent a core of marketing competence. the corporate brand will suffer. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. L. but the decline of core marketing competence certainly is. Suggests four key issues facing marketing management. 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. and marketing's inability to document its contribution to business results. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Equilibrium. Vulnerability. by Christopher H. Demmler.. (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. details of other museums in the area. restrictions. Jr. Geographic Setting: United States Industry Setting: Construction industry Company Size: Fortune 500 Gross Revenues: $3. and legislation. Includes a strategic. product innovation will weaken. Frederick E. Argues that by itself. Frank Publication Date: 02/01/1976 Revision Date: 12/31/1983 Product Type: Case (Field) Abstract: The executive director of De Cordova. Brian. stature. 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 07/02/11 118 Author(s): Zaltman. multimillion-dollar move into the large bulldozer market as well as the pricing of tractors. Strategic planning Length: 25p 576186 Title: De Cordova Museum Author(s): Lovelock. Benson P." significant shifts in channel power. and prices will be less robust. Sales promotions. Malter. and findings of a recent survey of De Cordova members and visitors. food companies have been recently accused of contributing to the growing problem of obesity. ineffective marketing communications. (579148). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities. Machinery. there has been a marked drop in the influence. and Future Affects Consumer Thinking. Retailing. Although the situation appears perplexing.. and parts. major general merchandise retailers pursued different growth strategies with varying degrees of success. Today. Gerald.. Examines a series of in-depth interviews with leading marketing executives and CEOs to clarify the root causes of the decline. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. The research identifies eight distinct factors that contribute to marketing's waning influence--among them a worrying "short-termism. Shankar Publication Date: 07/01/2005 Product Type: SMR Article Abstract: In many companies. a successful suburban museum on the outskirts of Greater Boston. there are profitable "win-win" solutions. The consequences are not immediate. 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. Zaltman. 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. Diversification. and me-too research and development. Christopher H. placing the focus not on restoration of the corporate marketing function but on the rebuilding of marketing competence across the organization. (4456BC) Journey: How the Meeting of Past. Revised (1983) by C.H. and the Interplay of Elements Affect Consumer Thinking. Pricing strategy. and significance of the corporate marketing department. Marketing strategy. Marketing strategy.

to reach deep into its pockets and engage in a price war. Electronics industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 3439 Title: Defeating Feature Fatigue (HBR OnPoint Enhanced Edition) Author(s): Rust. inertial. these findings present a dilemma: Should they maximize initial sales by designing highfeature models. John H. enter new markets. and design market research in which consumers use actual products or prototypes. and FM radio. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. and design market research in which consumers use actual products or prototypes. Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: There has been a lot of research on marketing as an offensive 07/02/11 119 tactic--how it can help companies successfully launch new products." the result of an almost irresistible temptation to load products with lots of bells and whistles. or should they limit the number of features to enhance the lifetime value of their customers? The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream. Rebecca W. 36p. there is an incumbent that must defend its position. For managers in consumer products companies. and a mouse pad that's also a clock. however. Rangan. And there has been little research on how these defenders can use marketing to respond to new or anticipated threats preemptively. V. and a mouse pad that's also a clock." the result of an almost irresistible temptation to load products with lots of bells and whistles. even though its prices. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. Rebecca W. They also pile on more features when given the chance to customize a product for their needs. Roberts outlines four basic types of defensive marketing strategies: positive. for instance. usability starts to matter more to them than capability. these findings present a dilemma: Should they maximize initial sales by designing highfeature models. and retarding. offer lessons for any company facing new and potentially damaging competition. Once consumers have actually worked with a product. Das. Cellphone. They found that even though consumers know that products with more features are harder to use. with the second two. John H. The author explains how Australian telecommunications company Telstra. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6. usability starts to matter more to them than capability.. Before choosing a strategy. Ultimately. Author(s): Narayandas. the harder it is to use. Roland T. a car with more than 700 features on the dashboard. the harder it is to use. Geographic Setting: Australia Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596058 Title: Dell Computer Corp. you need to assess the weapons you have available to protect your market position--your brand identity. 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. or gain share with existing products in their current markets. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. They found that even though consumers know that products with more features are harder to use. develop products that do one thing very well. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . parity. which consumers consistently choose. Then assess your customers' value to you and their vulnerability to being poached by rivals. They also pile on more features when given the chance to customize a product for their needs. Thompson. The authors also advise companies to build simpler products." or "featuritis. and your means of communicating it. help consumers learn which products suit their needs. which consumers consistently choose. The problem is that the more features a product boasts. the products and services that support that identity. But for nearly every new product launch. Hamilton. a car with more than 700 features on the dashboard. The authors also advise companies to build simpler products. Telstra was able to retain several points of market share it otherwise would have lost. Roland T. All are examples of "feature bloat. Thompson. 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. used a combination of the four strategies (plus the author's customer response model) to fend off market newcomer Optus. The problem is that the more features a product boasts. help consumers learn which products suit their needs. you establish and communicate your points of superiority relative to the new entrant. The strategies described here. or industry upstart grabbing market share. 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. Consumer products.Marketing Supplementary Materials: Teaching Note. facing deregulation. Industry Setting: Automotive industry. For managers in consumer products companies. Once consumers have actually worked with a product. and FM radio.50 Year New: 2006 R0511J Title: Defensive Marketing: How a Strong Incumbent Can Protect Its Position Author(s): Roberts. were higher than its rival's--was more likely to prevent consumers from switching. (584127). Debora Viana. calculator. Hamilton. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. by Benson P. Shapiro R0602E Title: Defeating Feature Fatigue Author(s): Rust. calculator. they initially choose high-feature models.. Publication Date: 02/01/2006 Product Type: HBR OnPoint Article Abstract: Consider a coffeemaker that offers 12 drink options. Publication Date: 02/01/2006 Product Type: Harvard Business Review Article Abstract: Consider a coffeemaker that offers 12 drink options. however. With the first two. though specific to Telstra's situation. they initially choose high-feature models. on average. Telstra was prepared. develop products that do one thing very well. All are examples of "feature bloat. you establish and communicate strategic points of comparability with your rival. Debora Viana. market entrant." or "featuritis.

Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational. Bell. however. Hong Iris. Electronic commerce.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. Direct marketing. 19p. workstations. 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. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. this unit represents the voice of the customer in the product development and marketing process. workstations. Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. (503040). and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. Growth management. V. Marketing strategy. Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25. Kasturi Rangan. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry. Customer relations. Marketing strategy Length: 23p Supplementary Materials: Teaching Note. In the fourth quarter of 2000. 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.Marketing look at how Dell Computer Corp. V. by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas. the PC industry's average 30-year growth rate crashed to a negative 10%. however. and hardware specifications of the potential new product. 16p. Internet Length: 27p Supplementary Materials: Teaching Note. and servers on storage products for a broad cross section of customers in the United States and worldwide. (596098). Electronic commerce. Presents data on the tradeoffs that the product developers must make with regard to the weight. replacing Kevin Rollins in providing dayto-day leadership to the troubled PC Customer Service Department • 60 Harvard Way • Boston. May be used with: (502022) Dell--New Horizons. Market positioning. price. Kasturi Rangan. Market selection Length: 29p HKU682 Title: Dell: Selling Directly. grew from a small start-up to a multi-billiondollar company in a decade. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984. Dell must 07/02/11 120 make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. its founder. Bell. Rosenstein. 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. Growth management. 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. V. called the Center for Competence. Distribution channels. has achieved phenomenal growth. 8p. Direct marketing. Product portfolio management Length: 22p 502S31 Title: Dell Online. by V. Bell.000 Gross Revenues: $25 billion revenues Subjects: Computer industry. Globally (2007) Author(s): Wang. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Ng.7 billion revenues Subjects: Computer industry. 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. Kasturi. announced the return of Michael Dell. Market positioning. International marketing. and by 1997 had achieved a sales rate of $3 million a day. In the 4th quarter of 2000. Spanish Version Author(s): Rangan. to the position of CEO. Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007. Dell Inc. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced. the PC industry's average 30-year growth rate crashed to a negative 10%. Spanish Version Author(s): Rangan. V. plays a key role in the design positioning and pricing for the product line. Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan. and by 1997 had achieved a sales rate of $3 million a day. Jacquelyn S. Bell. and servers on storage products for a broad cross section of customers in the United States and worldwide. Market selection Length: 24p Supplementary Materials: Teaching Note. Farhoomand. Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan. Distribution channels. Product development. Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984. Ali. Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996. (598146).7 billion revenues Subjects: Computer industry. In many respects. A unit within Dell. strategic. Kasturi. by V. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs. Marie Bell 503S30 Title: Dell--New Horizons. Dell Corp. International marketing.. Kasturi. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7. and by 2000 had topped $25 billion in sales and over $2 billion in net income. Kasturi.

A. the changing market conditions.Marketing maker. by Frank V. Industrial goods. Spanish Version Author(s): Cespedes. Japan. Sales management Length: 15p 584046 Title: Dennison Manufacturing Co. Food. Japan. United States Industry Setting: Pharmaceutical industry. Marketing organization. should Dell unswervingly adhere to the direct model in the face of shifting market conditions. availability of suitable staff--determines the market readiness of the country concerned. and the United States. This requires a total re-evaluation of the present distribution system. and the United States. Japan. and Japan is preserved. E. as well as technological and competitive developments. Raymond Corey. Europe. Impending changes in the pharmaceuticals industry. 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. Marketing strategy. The firm's strategy has depended on being a full-service supplier to multinational firms. may also impair the effectiveness of the model. notably China. Product management. Marketing management.. Marketing organization. Software industry Gross Revenues: $30 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 594048 Title: Dendrite International Author(s): Cespedes. 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. Once a high-flying success case with its revolutionary direct business-tocustomer model. Emerging markets. transportation networks. Frank V. Author(s): Arnold. Japan Industry Setting: Software industry. The combined effect of these factors--such as physical infrastructure. Product management. 2p. Teaching Purpose: To examine market entry and development strategies in an emerging market context. (595092).. Industrial goods Gross Revenues: $577 million assets Subjects: Distribution channels. It is now considering whether to expand its product line in those markets or to continue market development by entering Poland. Information services. Pauline Ng Year New: 2007 502042 Title: Delta Dairy S. Publication Date: 12/06/2001 Product Type: Case (Field) Abstract: Delta.: Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: United States. Geographic Setting: Massachusetts Industry Setting: Fastener industry.900 Gross Revenues: $418 million revenues Subjects: Agribusiness. Sales organization Length: 24p Supplementary Materials: Supplement (Field). such as consumer purchasing patterns and market growth patterns. Dell was now facing an obvious challenge in turning itself around. Kinnear. telecommunications infrastructure. the division must develop new products and find new markets for them. 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. Meanwhile. Industrial markets. The focus on the pharmaceutical industry in the United States. has successfully expanded into the Balkins through joint venture agreements in the ice cream sector. and which ended with Dell losing its leading position in the industry to Hewlett-Packard. The radical decision came after a turbulent year that saw a sharp decline in both market share and profitability. Raymond. the leader in the Greek dairy market. 584082 Title: Dennison Manufacturing Co. Sales management Length: 19p Supplementary Materials: Teaching Note. Distribution planning. Publication Date: 10/21/1983 Revision Date: 06/16/1986 Product Type: Case (Field) Abstract: A manufacturing company must try to increase its market share in the fastener division in the face of an unprecedented decline in sales. Geographic Setting: Europe. Bell. David J. as well as technological and competitive developments. Information services. Geographic Setting: United States. have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. In addition. by Hong Iris Wang. Cespedes 597072 Title: Dendrite International (A) (Condensed) Author(s): Deighton.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Vassilaras.: Fastener Division (A) Author(s): Corey. Market entry Length: 29p 507S07 Title: Dendrite International. This is a management strategy case concerned with the applicability of the direct business-to-customer model in global expansion. further complicated by changing industry dynamics. The test is whether Dell can successfully apply its direct model in other markets with different social and economic contexts. Frank V. Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets. from which it took in 2003. International marketing. International marketing. Bell. Japan Industry Setting: Software industry. The firm's strategy has depended on being a full-service supplier to multinational firms. Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets. Constance M. Impending changes in the pharmaceuticals industry. (HKU683). (584082). George P. Ali Farhoomand. have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. political climate. Europe. International marketing. 8p. 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. Europe. Marketing 07/02/11 121 strategy. Marketing management. by E. 13p. Geographic Setting: Greece Industry Setting: Dairy industry Number of Employees: 2. Broader questions of expansion into other industries and the development of new products have been written out. In order to do this. The application of the model is dependent on many factors that are outside the control of the company.

V. 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. Sales management Length: 7p 578203 Title: Design Research. Sales organization Length: 2p F0509K Title: Denying the Urge to Splurge Author(s): Okada. Industrial markets. by R. Multinational Marketing Management: Cases and Readings. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements. 4) identifying and constructing effective channel alternatives. 3) benchmarking existing channels (own as well as competitors'). E.. and the process that firms go through in developing exportation as an innovative strategy. Erica Mina Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: To sell more goods. Retailing Length: 26p 506S35 Title: Designing Channels of Distribution.Marketing Fastener Division (B) Author(s): Corey. 4) identifying and constructing effective channel alternatives. 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). Publication Date: 05/19/1987 Product Type: Note Abstract: Provides an overview of the elements of multinational marketing programs. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements. Quelch. Must be used with: (584046) Dennison Manufacturing Co. Marketing management. Raymond. 5) quantifying the shortterm and long-term benefits and costs of each alternative. 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. firms. The method requires extensive management participation to facilitate its implementation. Glover.: Fastener Division (A). Industrial goods. The method requires extensive management participation to facilitate its implementation. Marketing organization. Katherine Publication Date: 11/03/1983 Product Type: Note Abstract: Summarizes much of what is known concerning the export development strategies of U. Provides an illustrative application to demonstrate its managerial usefulness. Carrey B Publication Date: 02/09/1984 Product Type: Supplement (Field) Abstract: Follow-up to the situation described in the (A) case. John F. Distribution planning 07/02/11 Length: 12p 122 587174 Title: Designing Multinational Marketing Programs Author(s): Buzzell. Subjects: Marketing implementation. Walter J.D. Pricing. In too many cases. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 594116 Title: Designing Channels of Distribution Author(s): Rangan. and the role of corporate and external "change agents" in stimulating exporting. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 2) obtaining and combining customers' (and key informants) evaluations of the channel functions. Spanish Version Author(s): Rangan. V. Market Customer Service Department • 60 Harvard Way • Boston. International marketing. Productivity. Focus.. Subjects: Distribution. Inc. and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable). Subjects: Distribution channels. and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable). and Measuring Effectiveness Author(s): Cespedes. Household products. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6. 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. Product life cycle Length: 8p 6283BC Title: Develop a Common Planning Process and Information System: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. International trade. Quelch. 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.. Prepared as a chapter of a book. Author(s): Salmon. Frank V. Buzzell and J. and the results are predictably uneven and ad hoc. Subjects: Exports.A. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $10 million sales Subjects: Furniture. 3) benchmarking existing channels (own as well as competitors'). 5) quantifying the shortterm and long-term benefits and costs of each alternative. Multinational corporations. Kasturi Publication Date: 05/11/1994 Product Type: Note Abstract: Presents a framework and a method for addressing the new product channel choice decision. 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. the silo units are able to use their homegrown planning process. Subjects: Distribution channels. and specifically on a proposal to increase the emphasis placed on furniture sales. The case focuses generally on the product mix sold in the stores. Provides an illustrative application to demonstrate its managerial usefulness. Marketing management. separate the necessities from the luxuries. Examines the determinants of exporting.95 584056 Title: Developing Foreign Export as a Market Entry Strategy Author(s): Cady. Robert D. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2005 590044 Title: Deployment. 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.S. 2) obtaining and combining customers' (and key informants) evaluations of the channel functions. John A. Also addresses government's role in stimulating export strategies.

Describes several potential pitfalls that need to be avoided. May be used with: (596094) Dewar's (C): Exploring New Media Opportunities.Marketing entry. maintaining their motivation. and beer. generated by blockbuster drugs. and providing high perceived value and supply. The issue is how to update the brand's image to attract younger consumers. 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. Given the growing societal. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Abstract: Dewar's. Alvin J. (2572BC) Competitive Analysis: Understand Your Opponents. Its existing customer base was aging. Prozac. and younger drinkers who did drink Scotch were consuming less. Eaton Year New: 2006 BH157 Title: Developing the Sales Force. (2580BC) Market Customization: Market Segmentation. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy. Marketing strategy Customer Service Department • 60 Harvard Way • Boston. implement. In early 1993. the marketing options were limited. substantially increased the number of depressed patients who had access to treatment. (2653BC) Marketing Across Borders: It's a Big. the first available drug in a new class of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). Beverages. (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. (2645BC) Interactive Marketing: New Channel. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: With worldwide sales topping $85 billion. (2602BC) Branding: Differentiation that Customers Value. and Effective Resource Allocation.. Crittenden. market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results..S. Margaret L. IN Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note. Interviews with direct selling executives have helped identify universally applicable sales force success variables: selecting the right individuals. Leo Burnett. Retention. including product lawsuits and patent expirations. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. Lisa R. and the company's postlaunch marketing strategies as the drug became widely used. In addition. Dewar's U. and lowered the cost of treating depression and other mental illnesses. 14p. it is imperative for direct selling firms to implement programs that aid in finding and keeping strong individual sellers.S. (2610BC) The Right Customers: Acquisition. Marketing management. William F. lower alcohol beverages like wine. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596076 Title: Dewar's (A): Brand Repositioning in the 1990s Author(s): Silk. (BME6TN). these reps 07/02/11 123 are instrumental to their firms' success and growth. The brand manager faces the decision of planning the strategy for a repositioning or "recruitment" campaign for the brand. Emphasizes the management difficulties.. However. Growing the Business: The Direct Selling Experience Author(s): Crittenden. began to explore the opportunities for repositioning Dewar's to younger adults. and control an effective loyalty program. the scope and scale of direct selling warrants greater understanding of its chief asset: the sales representative. Applications. produced by United Distillers of the U. revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. and regulatory opposition to drinking in the U. Geographic Setting: Indianapolis. and Pitfalls. and other SSRIs that followed it. faced a declining market among traditional consumers of distilled spirits.. Brands. 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 the U. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6. Consistency. developing the appropriate skills. drinking preferences had shifted away from distilled spirits to lighter. (2629BC) Pricing It Right: Strategies. Targeting. and Development. 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. wine coolers. (2564BC) Creating a Marketing Plan: An Overview. Klein.K. Self-employed individuals.95 Year New: 2006 CMR354 Title: Developing an Effective Customer Loyalty Program Author(s): Berman. Eli Lilly began to market Prozac. importer. Provides a brief history of depression and the theories that led some scientists to pursue SSRIs. Prozac quickly became the biggest selling drug in the history of the pharmaceutical industry. With an independent sales force framework. and Positioning. leader in the Scotch category with a 15% market share. (2637BC) Integrated Marketing Communications: Creativity. Covers Lilly's uncertain development of Prozac. Big World. Differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop. Advertising strategy. legal. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. Consumer marketing. New Challenge. by Margaret L. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. in cooperation with the brand's longstanding advertising agency. many of these loyalty programs have not been successful. It allowed depression to be treated by nonpsychiatrist physicians. Xu.. Mark Publication Date: 02/25/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1987. Explores the history of Prozac and the factors that combined to make it the best-selling drug of all time.S. This chapter concentrates all of these options and defines the marketer's role in each. Schieffelin and Somerset. the thoughtful marketing that went into the launch. Victoria L. a major brand of Scotch whisky. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .

As a grower-owned cooperative. demonstrates the concept of value to the customer. Marketing strategy Length: 23p R0305H Title: Diamonds in the Data Mine Customer Service Department • 60 Harvard Way • Boston. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. 10p. the president director and his senior management team were forced to develop effective strategic marketing decisions. The company had committed resources to a new CD-ROM magazine. but were also facing a tremendous challenge in writing new policies in light of the economic. (596094) Dewar's (C): Exploring New Media Opportunities. Publication Date: 11/12/1996 Product Type: Case (Field) Abstract: Diamond Walnut Growers is the largest walnut marketer in the world.. Canada. (805A02). Product lines Length: 9p 905A02 Title: Dexit--A Marketing Opportunity Author(s): Ritchie.. as well as several other lower technology media alternatives. Publication Date: 03/27/1996 Revision Date: 11/05/1997 Product Type: Case (Field) Abstract: Dewar's is considering employing new media options. Pension funds. (899A22). Cooperatives. the company needs to persuade both groups that the added convenience of Dexit justifies a transaction fee. Geographic Setting: Indonesia Industry Setting: Insurance industry Company Size: large Subjects: Asia. successful Canadian-Indonesian joint venture life insurance company. Diamond is evaluating its high-margin consumer branded business. Lisa R. Publication Date: 04/11/1961 Revision Date: 04/23/1985 Product Type: Case (Field) Abstract: Describes management's considerations in pricing a new product. The chief executive officer is faced with some critical target market and marketing mix decisions as she prepares for launch. effectiveness and efficiency. Given the external situation. Geographic Setting: Massachusetts Industry Setting: Chemical industry Event Year Start: 1959 Event Year End: 1959 Subjects: Chemicals. 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. dollar. as its first experiment with new media. and provides a basis for discussing push vs. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns. Insurance. Because paying with cash is free. Alvin J. McDonald. premiums on U. Market research. (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. by Robin Ritchie Year New: 2005 99A022 Title: Dharmala Manulife: A Marketing Strategy Author(s): Hulland. Hulland. Marketing strategy. Everatt. Geographic Setting: United States Industry Setting: Agriculture industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Agribusiness. Alvin J. Mollie H. Ray A. Policy surrenders. Jamie Prusak must now decide how to evaluate these new opportunities. the polyfibron blanket. by John S.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . During 1994. it is under pressure to operate as efficiently as independent handlers.. which has experienced little to no growth. Sales management. Philip R. Advertising strategy. and longterm impact on the brand's two target markets.S. Marketing strategy Length: 16p 506084 Title: Dewey & Almy Chemical Division Author(s): Matthews. faced a significant disruption to operations due to social unrest in Jakarta. pull marketing strategies. The situation is complicated by the fact that action is needed on two fronts: Dexit must not only recruit end consumers for the service. Advertising strategy. Consumer marketing. dollar-denominated policies had become prohibitively expensive almost overnight. Product introduction. Pricing strategy. Thus. 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. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s. Brands. Although the concept appears to have good potential. Sales strategy Length: 21p Supplementary Materials: Teaching Note. Marketing strategy Length: 2p 596094 Title: Dewar's (C): Exploring New Media Opportunities Author(s): Silk. and the low-margin but rapidly growing industrial business to determine its strategy regarding each. Launch. Consumer marketing. Beverages. Carter. Brands. and social chaos. Robin. in 1994. and lapses were occurring at an alarming rate. Food. This erosion of the company's client base also meant that sales agents (who worked solely on commissions) were not only losing clients. Marketing management. it also must convince merchants to install the payment terminals. and its gradual introduction on a region-by-region basis. recent test market failures of two similar offerings suggest that success is far from guaranteed. in terms of costs. Jr. Moreover. redemptions. Product development. a large.. Lalani. 16p. Lisa R. John B. political. Publication Date: 03/27/1996 Revision Date: 10/31/1997 Product Type: Case (Field) Abstract: Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. Klein. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s. John S. Reinforces the importance of solid consumer analysis when selecting a target market. Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note. Beverages.Marketing Length: 29p 596085 Title: Dewar's (B): Preliminary Results of the Repositioning Campaign Author(s): Silk. Marketing management. Donna Publication Date: 01/01/1999 07/02/11 124 Revision Date: 01/27/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The president director of Dharmala Manulife.S. Marketing strategy. Klein.. the Asian financial crisis had resulted in a massive devaluation of the rupiah in terms of the U. Donna Everatt 597048 Title: Diamond Walnut Growers Author(s): Goldberg.

provides GPS location information and monitors heart rate and body temperature via body sensors. but it is the most profitable gaming company in the United States. Marci K. Walter J. Publication Date: 10/05/1992 Product Type: Case (Library) Abstract: Discusses how a department store retailer changed its pricing policy. Innovation. provides GPS location information and monitors heart rate and body temperature via body sensors. but it is the most profitable gaming company in the United States. Technology Length: 20p 502S41 Title: Digital Angel. but at least 26 potential markets have been identified for the product. A Research Case Author(s): Zaltman. in addition. a business notorious for fickle customers. Marketing information systems. Kerry 07/02/11 125 Publication Date: 11/09/2001 Revision Date: 03/21/2002 Product Type: LACC Case Abstract: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. Harrah's has recorded 16 straight quarters of same-store revenue growth. 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. Customer service. But the technology also raises concerns over privacy issues. Marketing strategy Length: 9p List Price: $6. and the benefits of the product are complex and challenging to communicate. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product introduction. It boasts the most devoted clientele in the casino industry. Pricing. Market segmentation. and the benefits of the product are complex and challenging to communicate. Innovation. Customer retention. Spanish Version Author(s): Moon. in addition. Marketing planning. a watch and pager worn in combination. Retailing Length: 15p 500083 Title: The Dimensions of Brand Equity for Nestle Crunch Bar. Subjects: Customer relations. Consumer behavior. Customer retention. Marketing strategy Length: 8p NEW 3647 Title: Diamonds in the Data Mine (HBR OnPoint Enhanced Edition) Author(s): Loveman. and using the findings to develop and implement marketing strategies that keep customers coming back for more. 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. running experiments using customer information. Marketing planning. May be used with: (599056) The ZMET Research Process. Market research Length: 56p 591002 Title: Direct Product Profitability at Hannaford Brothers Co. But the technology also raises concerns over privacy issues. In this article. a business notorious for fickle customers. In this article. Harrah's has recorded 16 straight quarters of same-store revenue growth. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. It boasts the most devoted clientele in the casino industry. 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. Consumer marketing. Walter J. Since 1998. Customer service. The company's customer preference data were collected through its Total Rewards incentive program. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. Pricing strategy. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device.50 NEW 502021 Title: Digital Angel Author(s): Moon. Geographic Setting: Palm Beach. Product development. Gary W. it used decision-science-based analytical tools and database marketing. Consumer marketing. it used decision-science-based analytical tools and database marketing. Building a brand and generating positive word of mouth are central to the marketing plan decision. New product marketing. Geographic Setting: United States Industry Setting: Retail industry Subjects: Department stores.Marketing Author(s): Loveman. Publication Date: 05/01/2003 Product Type: Harvard Business Review Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business. Publication Date: 05/01/2003 Product Type: HBR OnPoint Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business. Building a brand and generating positive word of mouth are central to the marketing plan decision. The device. Geographic Setting: Palm Beach. Ortmeyer. a watch and pager worn in combination. but at least 26 potential markets have been identified. Herman. Food. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. and using the findings to develop and implement marketing strategies that keep customers coming back for more. Market segmentation. Marketing planning. The company's customer preference data were collected through its Total Rewards incentive program. New product marketing. Herman. Product development. Technology Length: 22p 593040 Title: Dillard's Department Stores Author(s): Salmon. Marketing planning. Product introduction. Since 1998. FL Subjects: Advertising strategy. May be used with: (184048) Controls at the Sands Hotel and Casino.. Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data. Youngme. Industry Setting: Food industry Subjects: Brand equity. FL Subjects: Advertising strategy. running experiments using customer information. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Dew. Subjects: Customer relations. 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. Author(s): Salmon. Gwendolyn K.. Gary W. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device. Marketing information systems. The device. Gerald Publication Date: 01/27/2000 Product Type: Miscellaneous Educational Material Abstract: An in-depth study of consumer thoughts and feelings about a branded candy bar. Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data. Youngme.

unbundle benefits. 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. South Africa Length: 4p Supplementary Materials: Teaching Note. A simple tool called the ACE (Attribute Categorization and Evaluation) Matrix can help managers understand customers' behavior and bring hidden product attributes to the surface. Samuel. David V. 3p. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market. (598125). Shaun Publication Date: 09/17/1998 Revision Date: 06/30/1999 Product Type: Case (Field) Abstract: A South African health insurance company undertakes a redesign of its prescription drug coverage policy in light of its experiences with Prozac. Pricing policy. Retailing. Marketing management. by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun. assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. Incentives. Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. Health insurance. 7p.. Ian C. seek out segments that will tolerate higher prices). if wielded wisely. Marketing planning. Winig. Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun. Supermarkets Length: 27p Supplementary Materials: Teaching Note. Retail industry Gross Revenues: $1. there are still many ways to deftly raise effective prices and increase market share. building more subtlety into the pricing process (set prices selectively rather than across the board. Entertainment industry. (599051). Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell. Geographic Setting: Europe. by John A. use discounts strategically to build relationships with desirable clients). 7p. Growth strategy. by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein. But a better approach is to "systems engineer" a campaign. 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. With the hidden power of pricing. a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. May be used with: (599047) Discovery Health (B). Geographic Setting: South Africa Industry Setting: Health care industry 07/02/11 126 Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care. Middle East Length: 17p Supplementary Materials: Teaching Note. May be used with: (599046) Discovery Health (A). Industry Setting: Retail industry Subjects: Accounting procedures. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and exploiting patterns common in other difficult markets (price against the leader. Distribution planning. match price moves to the market. 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.. Product design. Subjects: Competition. Rita Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: A successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. Market research. Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch. raise invisible prices. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. Pricing. offer alternative service levels and price points. move prices in smaller increments. Insurance. (595120). Marketing organization. Pricing. 5p. David E. which is resistant to across-the-board price increases. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan. Gunther McGrath. Subjects: Marketing management. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits. change the price effectiveness period. Samuel. Product design. Health insurance. (599051). which may require that each component be compromised to serve the needs of the whole. 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. Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter. Incentives. Matisonn. Matisonn. follow the leader. Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns. substitute components of the price. Subjects: Consumer behavior. shift some of the price to suppliers). International marketing. link future purchases to current transactions.Marketing of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but. It helps companies see that a product may have different salient attributes for different customer segments. Marketing strategy. Insurance. Disney Consumer Products (DCP) Customer Service Department • 60 Harvard Way • Boston.4 billion revenues Subjects: Consumer goods. Market segmentation. But sometimes the customers themselves do not know what is in their minds. by David E. can still be a powerful tool. all of the variable costs associated with each item that is sold. Middle East Industry Setting: Consumer products. South Africa Length: 16p Supplementary Materials: Teaching Note. at the item level. John A.

MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Consumer behavior. fully cost the program. conventional marketing methods--such as those used for marketing consumer goods--can be effective. Disney--and by extension. the less powerful. Carlos. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. David E. Geographic Setting: Latin America Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 585045 Title: Distribution Policy Author(s): Dolan. When the proposed behavior change involves little cost to the targeted community and provides a significant personal benefit. The authors suggest ways to design an effective program: ensure that it enhances the value proposition of the product or service. Customer retention. Subjects: Brands. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Consumers do not buy only one brand. Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: In spite of top-notch efforts. increase market expenditures without really creating any extra brand loyalty. 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. Grahame R. especially for online businesses. and (3) timing--when rewards are available. V. increase the potential value of existing customers. Marketing strategy. Winig. ranging from fresh fruits and vegetables to frozen meals. based on a review of behavioral loyalty research. Laura Publication Date: 12/13/2006 Product Type: LACC Case Abstract: In an effort to capture market share in the children's foods category. Mary Shelman Year New: 2006 9-508-S23 Title: Disney Consumer Products: Marketing Nutrition to Children. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 SMR031 Title: Do Customer Loyalty Programs Really Work? Author(s): Dowling. in quitting smoking). PepsiCo has taken a page from the same playbook. Customer relations. Sandberg. too. other multinationals can. maximize the buyer's motivation to purchase again. Dholakia. Social marketers face their greatest challenge in cases where the cost is high and the personal benefit is intangible. in spades. Robert J. such as cash. Karim. use IT to link and control distributors. 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. and encourage customers to buy its other products as well. Social enterprise Length: 8p 127 F0611E Title: Do Customer Communities Pay Off? Author(s): Algesheimer. Paul M. say the authors. instead. Rene. The more delayed the reward. many social-change initiatives fail. 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. Marketing management Length: 7p 96308 Title: Do Better at Doing Good Author(s): Rangan. it must leverage the value of the product to the customer. Subjects: Distribution channels. the program must have: (1) a direct or indirect effect. for instance. Sheryl K. Disney--and by extension. Nonprofit marketing. Publication Date: 09/14/1984 Revision Date: 10/30/1992 Product Type: Note Abstract: Presents some fundamental principles of channels of distribution management. Spanish Version Author(s): Bell. the social marketer's job becomes harder. through a partnership with Kroger supermarkets. by David E. Kasturi. The tenets: Turn wholesalers into distributors.Marketing debuted a broad line of "better for you" foods. But. in terms of either money or some other measure (difficulty. and consider the market conditions when planning. 07/02/11 Nonprofit organizations. and employ simple technology. 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. Marketing strategy Length: 14p Year New: 2005 Customer Service Department • 60 Harvard Way • Boston. Rodriguez. DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. When the proposed change involves a high cost. the authors posit that the schemes do not fundamentally alter market structure and. (5-508-078). Therefore. For any loyalty program to be effective. The authors present a framework to facilitate such an analysis and to help form effective marketing plans.. maintain sales levels and profits. Uncles. Disney Consumer Products (DCP) debuted a broad line of "better for you" foods. In answer to a global obesity epidemic. 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. such as the General Motors rebate scheme that builds up savings toward a new car. In answer to a global obesity epidemic. 5p. through a partnership with Kroger supermarkets. ranging from fresh fruits and vegetables to frozen meals. Loyalty. Subjects: Advertising campaigns.. (2) a perception of value. DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary. Sohel. Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: New research says they do. 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. Bell.

Peppers. attitudes. word of mouth. Derek F. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . A company must first make sure that its rewards align with company capabilities. Subjects: Management communication Length: 1p List Price: $4. relevance. Subjects: Customer relations. Financial services. contingent model of consumer responses to CSR. Air Miles. then take into account the five elements that determine value to a customer: cash value. II. A rewards program needs to share value in proportion to the value the customer loyalty creates for the company. Consumer marketing. Computer industry.B. Marketing planning. (Condensed) Author(s): Abell. Saks Fifth Avenue. Corporate responsibility Length: 17p Year New: 2005 502S02 Title: Dominion Motors & Controls Ltd. Charles Publication Date: 05/01/1995 Product Type: Harvard Business Review Article Abstract: Although reviled in the business press as short-term fads. Product portfolio management Length: 12p BESTSELLER 502026 Title: Documentum. and others are building customer loyalty. Marketing strategy. 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. and how they want it--and technology now makes it possible for companies to give it to them. Biggadike. purchase.. Market research.50 95307 Title: Do Rewards Really Create Loyalty? Author(s): O'Brien. Sen. Lanagan. Takes an in-depth look at when. and convenience. Articulates both the internal outcomes (e. Most managers continue to view the world through the twin lenses of mass marketing and mass production. Market selection. Documentum. implementation. Don. but also the consumer and the CSR issue/cause. Marketing strategy. State Farm. Author(s): Lal. Raymond Publication Date: 06/06/1989 Revision Date: 09/23/1992 Product Type: LACC Case Abstract: The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping Customer Service Department • 60 Harvard Way • Boston.. by Rajiv Lal 578073 Title: Docutel Corp. and How Consumers Respond to Corporate Social Initiatives Author(s): Bhattacharya. Rajiv. Any company can attain access to the full set of capabilities. The authors detail the ways American Express. choice. and effectiveness estimation of CSR strategies are currently scarce. Sales strategy. Marketing organization. They try to churn out a greater variety of goods and services and to tailor their messages to ever finer market segments. they are widely misunderstood and often misapplied. rewards programs are gaining popularity. New product marketing. The process of acquiring those skills will bind producer and consumer together in what the authors call a learning relationship--an ongoing collaboration to meet the customer's needs over time that will continually strengthen their bond. do not want more choices. Martha Publication Date: 03/01/1995 Product Type: Harvard Business Review Article Abstract: Customers. General Motors. awareness. Spanish Version Author(s): Corey. Customer service. Louise. Strategic planning Length: 22p CMR295 Title: Doing Better at Doing Good: When. Rogers. 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. Joseph. Inc. where. Why. New economy. But they end up bombarding their customers with too many choices. Software Length: 26p Supplementary Materials: Teaching Note. Delineates the key factors that are likely to moderate the extent to which the inputs lead to the internal outcomes and the internal outcomes lead to the external ones. A company that aspires to give customers exactly what they want must use technology to become two things: a mass customizer that efficiently provides individually customized goods and services. Growth strategy. Marketing strategy Length: 8p 95209 Title: Do You Want to Keep Your Customers Forever? Author(s): Pine. Subjects: Consumer behavior. why. Market share. loyalty) of CSR initiatives for not just the company. B. Information age. Explores the strategic 07/02/11 128 options in market policy for the company. Silicon Valley. Customer retention. this article proposes a more complex. talks with HMCL about his tricks for making speeches and getting audiences involved. MCI. The company now faces competition from several larger firms which have entered the industry. insights into the optimal formulation. Some businesses choose to band together with others in a rewards network. and how CSR works from a consumer's perspective. Marketing strategy. Subjects: Customer relations. Rewards can and do build customer loyalty. monotonic relationships between CSR and consumer purchase behavior evident in marketplace polls. Information technology. Geographic Setting: United States Industry Setting: Automated teller machine Company Size: small Subjects: Banking.. Strategic market planning. This framework can help guide companies in formulating and implementing their CSR initiatives as well as measuring the effectiveness of these initiatives. But few companies are exploiting that potential.g.g. 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. Richard Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Arthur Levitt. Neiman Marcus. C. whether consumers or businesses. Customization. and a one-to-one marketer that elicits information from each customer. They want exactly what they want--when. 9p. (503035). In contrast to the simple. Competition. Unfortunately. Marketing implementation. Geographic Setting: Silicon Valley Industry Setting: Software industry Company Size: start-up Number of Employees: 20 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management. aspirational value.. Marketing management.Marketing C0203C Title: Do I Hear a Question? Author(s): Bierck. E. Jones. former chairman of the Securities and Exchange Commission.. attachment) and external outcomes (e.

-1980 Author(s): Shapiro. Richard. A central issue is whether to make a special purpose motor for this market. he writes. John Chuang. Pink. by the same author. says SA should move to higher ground--to find new ways to 07/02/11 129 differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. avoiding conflict. Industry Setting: Retail industry Subjects: Brands. no longer available. Product planning & policy Length: 9p Supplementary Materials: Teaching Note. reduce the price on the current design. Pink. Doing this. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. low-cost metaphors. which has started offshoring production to Ireland and will soon flood the market with highquality. Kevin J. Author(s): Corey. writes that Brady could rally U. Competition. by the same author. Pricing strategy. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. an author and consultant. Corey.S. CEO of talent consulting firm Aquent. Clancy and Randy L. Stone. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. by E. Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. Traditional department stores and discount chains are challenging the success of offpricers by competing. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: Improved measurement methods show marketing is losing its magic. Pricing strategy. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .R. reduce the price on the current design. adverse economic conditions. an author and consultant. Daniel H. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Pink. writes that Brady Customer Service Department • 60 Harvard Way • Boston. Charlie Wrench. gets word that someone is now poaching in his territory. Stone. Stephen. But the head of SA. no longer available. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p R0809A Title: Don't Try This Offshore (HBR Case Study and Commentary) Author(s): Brown. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. CEO of talent consulting firm Aquent. Machinery. Pink. It's the lowrent operation Tropes R Us.. say consultants Kevin J. Does this move confirm Brady's fear that the U.S. Brady should also broaden the definition of SA's business. 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. (589119). citizens to protest the country's current immigration policy. 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. Barton Brady. Richard Phelps. Industrial markets. Daniel H. 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. Chuang. Market share. John Chuang. Subjects: Innovation Length: 1p Year New: 2005 85309 Title: Don't Discount Off-Price Retailers Author(s): Kaikati. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada. John. It's the lowrent operation Tropes R Us.S. Phelps. Jack G.Marketing motors because a major customer. strong demand for widely recognized brands. requires an education system that nurtures creativity. Distribution channels. Phelps. John. Barton Brady. Wrench. the CEO of brand and design consulting firm Landor Associates. Industrial markets. Pricing strategy. Daniel H. argues that contrary to the prevailing view of many in the West. Benson P. Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s.. Randy L. having tested several competing motor brands. A central issue is whether to make a special purpose motor for this market. Machinery. low-cost metaphors. which has started offshoring production to Ireland and will soon flood the market with highquality. and continuing consumer disenchantment with traditional retailers. Geographic Setting: Canada Industry Setting: Machinery industry Gross Revenues: $54 million sales Subjects: Canada. requires an education system that nurtures creativity. Market segmentation. or diversifying by starting their own similar outlets. A rewritten version of an earlier case. Franchising. Competition. by E. Does this move confirm Brady's fear that the U. Richard. who need service providers to display a powerful combination of right-brain and left-brain skills. Marketing strategy. 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. But the head of SA. workers in emerging economies are equal to the demands of creative work. a human resource executive at PricewaterhouseCoopers.. or contest the test results. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada. Chuang. Market segmentation. finds a competitor's motor to be superior. Product lines. Machinery. 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. Market share. Doing this. Stephen. Product planning & policy Length: 10p 589115 Title: Dominion Motors & Controls Ltd. 8p. Wrench. Product planning & policy Length: 8p F0506J Title: Don't Blame the Metrics Author(s): Clancy. finds a competitor's motor to be superior. E. Raymond Corey 580149 Title: Dominion Motors & Controls Ltd. Daniel H. Retailing Length: 8p R0809Z Title: Don't Try This Offshore (Commentary for HBR Case Study) Author(s): Brown. he writes. having tested several competing motor brands. Industrial markets. or contest the test results. This is an updated version of Dominion Motors and Controls Ltd. A rewritten version of an earlier case. 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.S. Does this move confirm Brady's fear that the U. Richard Phelps. the CEO of brand and design consulting firm Landor Associates. When DoubleClick modified its privacy declaration to allow it to use the full potential of its combined database however. Frank V. Promotions bring volatile demand.P. Marketing organization. have shifted their 07/02/11 130 emphasis from advertising to sales promotions. but DoubleClick had the advantage of an early start and a large installed base of clients.S. argues that contrary to the prevailing view of many in the West. requires an education system that nurtures creativity. Doing this. Several competitors had developed advanced systems for serving ads on the web. an author and consultant. Brady should also broaden the definition of SA's business. Barton Brady. Daniel H. and expanded its portfolio to cover entries into a number of sectors beyond the Customer Service Department • 60 Harvard Way • Boston. management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. Internet Length: 5p 508047 Title: Dove: Evolution of a Brand Author(s): Deighton. John Publication Date: 10/10/2007 Revision Date: 03/25/2008 Product Type: Case (Field) Abstract: Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand. manufacturers. (591039). citizens to protest the country's current immigration policy.Marketing could rally U.S. Advertising strategy. The case also demonstrates several different selling approaches. A rewritten version of an earlier case by B. by Frank V. John Publication Date: 06/01/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. The loss of profits can be severe. the CEO of brand and design consulting firm Landor Associates. Nelson. Author(s): Cespedes. who need service providers to display a powerful combination of right-brain and left-brain skills. Charlie Wrench. Cespedes 90505 Title: The Double Jeopardy of Sales Promotions Author(s): Jones. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Geographic Setting: United States Industry Setting: Advertising industry Gross Revenues: $400 million revenues Subjects: Advertising. Brady should also broaden the definition of SA's business. by John Deighton 501085 Title: DoubleClick Buys Abacus (B) Author(s): Deighton. Stephen Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p R0809X Title: Don't Try This Offshore (HBR Case Study) Author(s): Brown. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .S. But promotions actually mean price reductions. Pink. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 588034 Title: Dorio Printing Co. Theme advertising that seeks to sustain a brand's image and build customer loyalty can actually help stabilize demand. whereas the producer seeks stable demand. who need service providers to display a powerful combination of right-brain and left-brain skills. argues that contrary to the prevailing view of many in the West. Printing. it became the focus of a privacy furor. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Must be used with: (500091) DoubleClick Buys Abacus (A). 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. searching for growth in maturing consumer markets. and maximize the sales potential of a firm pursuing a high-quality/highcost marketing strategy in a market with limited potential. writes that Brady could rally U. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Richard Phelps. citizens to protest the country's current immigration policy. Industry Setting: Advertising industry Subjects: Advertising. Consumer marketing. which makes it difficult for companies to import top talent. he writes. CEO of talent consulting firm Aquent. which makes it difficult for companies to import top talent. Industry Setting: Advertising industry Subjects: Advertising. 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. Publication Date: 11/04/1987 Revision Date: 08/10/1989 Product Type: Case (Field) Abstract: Dorio Printing Co. John Philip Publication Date: 09/01/1990 Product Type: Harvard Business Review Article Abstract: Many U. Charlie Wrench. which has started offshoring production to Ireland and will soon flood the market with highquality. Sales promotions Length: 8p 500091 Title: DoubleClick Buys Abacus (A) Author(s): Deighton. It's the lowrent operation Tropes R Us. 12p. gets word that someone is now poaching in his territory. May be used with: (R0809Z) Don't Try This Offshore (Commentary for HBR Case Study). 5p. (501085).P. Internet Length: 16p Supplementary Materials: Supplement (Field). Geographic Setting: United States Industry Setting: Printing industry Company Size: small Gross Revenues: $10 million assets Subjects: Marketing implementation. and the vice president of the company must consider whether and how to increase the size of the sales force. workers in emerging economies are equal to the demands of creative work. John Chuang. Sales management. family-owned firm with static sales. low-cost metaphors. workers in emerging economies are equal to the demands of creative work. Marketing management. redirect or redeploy the company's current sales efforts. Small business Length: 22p Supplementary Materials: Teaching Note. is a $10. Management is seeking methods of increasing sales profitability. because it brought together Web surfers' online and offline identities. a human resource executive at PricewaterhouseCoopers. DoubleClick won the power to serve ads with unprecedented precision.5 million. a human resource executive at PricewaterhouseCoopers. Shapiro and W. But the head of SA. John Publication Date: 04/26/2000 Revision Date: 06/11/2001 Product Type: Case (Field) Abstract: By acquiring Abacus.

In particular.. and its objectives and key messages. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns. (5-508-705). (5-508-109). The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). many firms have recently started to actively license out technology. 9p. Ulrich Publication Date: 08/01/2007 Product Type: CMR Article Publisher: California Management Review Abstract: In the past. the nonstick market overall represented 2% of the Chinese cookware market. As the campaign unfolds. to examine the continuity of Customer Service Department • 60 Harvard Way • Boston. Although Du Pont Teflon brand coating held 80% of the nonstick market. Neupert 593023 Title: Du Pont: Corporate Advertising for 1992 Author(s): Greyser. Stephen A.. it faced many obstacles that required significant additional investment. Chip Publication Date: 11/30/1988 Revision Date: 02/10/1989 Product Type: Case (Field) Abstract: Describes a small premium winery located in northern California trying to decide how to expand operations and in which direction. Geographic Setting: China Industry Setting: Chemical industry Company Size: large Subjects: Brands. to manage controversy. Paul W. Expansion. however.Marketing original bath soap category. If Du Pont decided to take a different role in the market. and particularly social network media like YouTube. Alice M. Risk management Length: 31p 576069 Title: Du Darfst (A) Author(s): Greyser. illustrates an agribusiness entrepreneur and shows the importance of marketing and risk management to his company. Marketing management.. Includes target audiences. Case Video. Case Video. magnitude and feasibility of redeveloping downtown Indianapolis as a major retail magnet. Klein. by John Deighton. distribution channels. Paul W. (899M05). 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. Product positioning Length: 18p 576070 Title: Du Darfst (B) Author(s): Greyser. Walter J. Also includes Du Pont's approach to evaluating its corporate advertising. Court. Kent E. The result is the controversial Real Beauty campaign. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Farris. Stephen A. by John Deighton. Documents the changes in the premium wine segment and asks how Dry Creek should respond. Product positioning. which may include all technology assets and which goes far beyond the marginal activity of commercializing residual technologies. Food. The development causes the brand team to take a fresh look at the cliches of the beauty industry. Unilever learns to use the Internet. 13 min. DVD. skills. but it would require new efforts. 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. by John Deighton Year New: 2007 583165 Title: Downtown Indianapolis Rejuvenation Project Author(s): Salmon. Product management Length: 13p Supplementary Materials: Teaching Note. Geographic Setting: Indianapolis. and patience. IN Industry Setting: Retail industry Subjects: Retailing. Geographic Setting: Northern California Industry Setting: Wine industry Company Size: small Gross Revenues: $5 million sales Subjects: Agribusiness. Beverages. 6p. the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. Publication Date: 03/03/1999 Revision Date: 03/14/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: By 1996. (508704). Farris. These firms consider technology licensing a strategic activity. Hance. by Kent E. 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. Chemicals. Publication Date: 06/13/1983 Revision Date: 06/30/1986 Product Type: Case (Field) Abstract: Nature. and the role of print and television advertising as well as events sponsorship. budget considerations. The strategic drivers strengthen the interdependencies between internally and externally commercializing technology. The research collected for this article shows that the strategic drivers of technology licensing are often more important than generating licensing revenues. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy. Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes Du Pont's 1992 corporate advertising campaign. Household products. Along with the trend towards open innovation. Germany. Urban development Length: 35p CMR372 Title: The Drivers of Technology Licensing: An Industry Comparison Author(s): Lichtenthaler. Food. Ray A. It appeared that the Chinese market offered tremendous opportunity. Stephen A. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2007 589072 Title: Dry Creek Vineyard Author(s): Goldberg. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy.. 13 min. Moreover. 07/02/11 Germany.. China. Publication Date: 10/14/1975 Product Type: Case (Field) Abstract: Selection of positioning and advertising appeals for a new line of lowcalorie food products. Test markets Length: 8p 131 99M005 Title: Du Pont Teflon: China Brand Strategy Author(s): Neupert. most industrial firms focused on applying technology assets in their own products and services. Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. Product marketing and licensing are complements rather than substitutes in technology exploitation.

May be used with: (580036) Dunkin' Donuts (B): Field Management. (584126). Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy. Students must derive the decision through careful analysis of competition. Fast food industry. Looks at three growth alternatives: 1) More shops (owned or franchised). Product lines Length: 17p Supplementary Materials: Teaching Note. 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. (581009). Management communication. and the history of Dunkin' Donuts. Spanish Version Author(s): Kaufmann. May be used with: (580035) Dunkin' Donuts (A): Company Background. The question is whether to introduce the new product in light of cannibalization of their main business in donuts. Franchising. Petroleum industry Company Size: Fortune 500 Subjects: Advertising. Retailing. the company had approximately 50 stores in operation with sales of $450 million. The company must also decide whether to introduce a new product. 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. Corporate strategy. (580037) Dunkin' Donuts (C). Walter J. 14p. Location of industry. 2) A broader product line. Growth strategy. and test marketing results.. Geographic Setting: United States Industry Setting: Chemical industry. Pricing strategy. Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi. Retail industry Subjects: Competition. Gwendolyn K. 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. At the time of the case. Sales promotions Length: 36p Supplementary Materials: Teaching Note. by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi. Marketing strategy. Franchising. (580038) Dunkin' Donuts (D): New Product Introduction. New product marketing. consumer behavior. by Benson P. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring Customer Service Department • 60 Harvard Way • Boston. Fast food industry. 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). Distribution planning. Franchising. Franchising. Ortmeyer. Patrick J. spring 1991. as well as other retailers. (594041). Retailing. Presents a corporate strategy which provides a good starting point for discussion. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy. Distribution channels. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . by David E. Performance appraisal. Sales management Length: 18p Supplementary Materials: Teaching Note. cohesive. (581010). Franchising. (580038) Dunkin' Donuts (D): New Product Introduction. Retail industry Subjects: Corporate strategy. (580037) Dunkin' Donuts (C). Retail industry Subjects: Advertising strategy. New product marketing. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. 17p. 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. a product extension to donuts. and 3) More advertising. the competitive thrusts within the fast food business. 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. Geographic Setting: Massachusetts Industry Setting: Food industry. 7p. (580036) Dunkin' Donuts (B): Field Management. Retail industry Subjects: Fast food industry. Raises important issues related to franchise relations. Fast food industry. Geographic Setting: Massachusetts Industry Setting: Food industry. Geographic Setting: Massachusetts Industry Setting: Food industry. Department stores. Test markets Length: 20p Supplementary Materials: Teaching Note. (580036) Dunkin' Donuts (B): Field Management. Geographic Setting: Massachusetts Industry Setting: Food industry. and whether to continue with the network TV program. (580038) Dunkin' Donuts (D): New Product Introduction. Chemicals. Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi. 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. May be used with: (580035) Dunkin' Donuts (A): Company Background. (580037) Dunkin' Donuts (C). Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi. by Hirotaka 07/02/11 Takeuchi 132 584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi. 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. Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon. 15p. Hirotaka Publication Date: 06/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: Describes the evolution of franchising in the United States.Marketing corporate image position of a major high-visibility diversified firm. and profitable.

(589097). Franchising. 13p. had a new challenge: how to reassess the links within the entire carpet distribution channel? The relationships within this chain. Distribution channels. they would fall flat. regional rollout strategies. from the mills to wholesalers. the authors have studied e-loyalty. The case provides consumer data and detailed information about regional differences. had been largely adversarial. Retailing. Service management Length: 16p Supplementary Materials: Teaching Note. Services Length: 16p Supplementary Materials: Teaching Note. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations. Sandra. Taishoff. but unless somebody took the lead in truly meeting the needs of the end user. Kaufmann. subfranchising. Patrick J. the entire chain would be weakened. 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. Europe. The case provides consumer data and detailed information about regional differences. Possibilities involving new outlets include area development contracts. Europe. 13p. Marketing management. by Sandra Vandermerwe NEW R00410 Title: E-Loyalty: Your Secret Weapon on the Web Author(s): Reichheld. there was no alternative: to maintain its European preeminence. even if this meant endangering the integrity of the whole. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing.. no matter how far removed. (IMD052). although the farthest removed. Salmon. Service management Length: 9p Supplementary Materials: Teaching Note. 8p. DuPont would take the lead in designing services applicable throughout the distribution channel. and end users. Carr thus launched a system of customer alliances for total gain. by Sandra Vandermerwe NEW IMD051 Title: Dupont (B): Alliances for Total Gain Author(s): Vandermerwe. and an increase in company owned stores. they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty. Phil Publication Date: 07/01/2000 Product Type: Harvard Business Review Article Abstract: In the rush to build Internet businesses. and shop operations. to enhance the customer's entire carpet buying experience. the mills were a vital link in the overall industry chain. 07/02/11 133 for DuPont's Fibre Division. Sandra. Retailing. marketing manager. and Web Customer Service Department • 60 Harvard Way • Boston. Services Length: 16p 589017 Title: Dunkin' Donuts (E): 1988 Distribution Strategies Author(s): Kaufmann. by Patrick J. and unless customers stick around and make lots of repeat purchases. also had the most to lose if things went wrong. each member out to strengthen its part of the whole. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. regional rollout strategies. Teaching Note. Distribution planning. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations. One of the issues that would have to be resolved was who. in fact. Fast food industry. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing. May be used with: (IMD150) ATP Private Equity Partners (C): The Scandinavian Sweetspot Strategy. Raises issues relating to both strategy formulation and implementation in a franchise system and requires the student to analyze the interaction between the structure and management of a franchise system. and how they both relate to the market. David Wylie IMD050 Title: Dupont (A): Understanding the Customer's Activity Cycle Author(s): Vandermerwe. subfranchising.Marketing various methods of increasing distribution. like those in many other industry chains. Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD . Distribution channels. and shop operations. franchise relations. Distribution planning. 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. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. DuPont would now take the lead in ensuring that end users' needs were being met by all in the channel. and how they both relate to the market. Franchising. Contrary to the popular perception that on-line customers are fickle by nature. And the problems were formidable--most notably the fact that customers detested having to buy carpets. profits will remain elusive. and an increase in company owned stores.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. Europe. Customer service. Schefter. franchise relations. by Walter J. was the customer: the mills that purchased the fiber and manufactured it into carpets or the commercial and residential end users? For Carr. Customer service. retailers. Jim Carr. Possibilities involving new outlets include area development contracts. marketing manager. 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. And DuPont. Taishoff. Frederick F. Fast food industry. many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. May be used with: (IMD051) Dupont (B): Alliances for Total Gain. for DuPont's Carpet Fibre Division. (IMD052). the company would have to create a whole new way of dealing with customers. but unless these efforts were shared by others in the chain. For the past two years. Marketing management.International Institute for Management Development Abstract: For Jim Carr. Publication Date: 08/24/1988 Revision Date: 12/13/2000 Product Type: Case (Field) Abstract: Dunkin' Donuts is exploring various methods of increasing distribution. 24p. Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD . Europe. (592024). MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . the company annually invested hundreds of millions of Swiss Francs in fiber R&D.

many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. Kineta Publication Date: 02/13/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In Hong Kong in 2001. 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. (B) Author(s): Corey. and modify them as appropriate in order to develop a marketing plan and budget. aimed at achieving three objectives: reposition the brand towards a younger audience. Subjects: Customer retention. The company hired Beyond Interactive to help them face these challenges. Schefter. along with other proposals to improve marketing expenditure 07/02/11 134 productivity. in order to sustain a long-term customer base. reinforce that inherent loyalty. provide investors with superior cash flows. the authors have studied e-loyalty. Textiles Length: 14p 583121 Title: E.: Forecasting Business Demand Author(s): Cady. Marketing planning.T. Advertising industry Number of Employees: 50 Gross Revenues: $10 million revenues Subjects: Advertising. Organizational change. Advertising media. America Online. By encouraging repeat purchases among a core of profitable customers. They also describe what Grainger.50 558003 Title: E. Geographic Setting: Hong Kong Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note. companies can initiate a spiral of economic advantages. Dell. profits will remain elusive. by Monica Park. The Beyond team came up with a one-to-one interactive online campaign. its likable virtual personality. Thus. International marketing Length: 20p HKU644 Title: EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing Author(s): Park. if used correctly. du Pont de Nemours & Co. To better understand the situation. Subjects: Customer retention. and establish brand preference. customers showed no particular brand preference and price alone determined sales. Marketing strategy. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: small Gross Revenues: $10 million sales Subjects: Communications equipment. EDB needed to realign with its target audience and reposition the brand. Cady 599055 Title: ECM Group: Improving Global Marketing Productivity Author(s): Arnold.. 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. 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.I. Contrary to the popular perception that on-line customers are fickle by nature. Inc. they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty. Introduces and illustrates the following concepts: one-to-one marketing. by John F. provide investors with superior cash flows. Monica. Forecasting. John F. E. In this article. Marketing strategy. 11p. Market entry. 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. Publication Date: 09/24/1998 Revision Date: 04/24/2002 Product Type: Case (Field) Abstract: Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM. Marketing strategy. Phil Publication Date: 10/01/2000 Product Type: HBR OnPoint Article Abstract: In the rush to build Internet businesses. In this article. Information technology. Geographic Setting: Global Industry Setting: Media. Sales organization. and other Internet leaders are doing to gain their customers' trust and earn their loyalty. Industry Setting: Textile industry Company Size: large Event Year Start: 1957 Event Year End: 1957 Subjects: Marketing organization. brand revitalization. Kineta Hung Year New: 2007 Customer Service Department • 60 Harvard Way • Boston. This case allows calculation of the quantitative as well as the qualitative issues. Customer service. Cespedes. the authors explain the enormous advantages of retaining on-line buyers. Furthermore. and unless customers stick around and make lots of repeat purchases. and relevant content. Customer service.. and reinvest more aggressively to further enhance the value delivered to customers. rejuvenate the brand image. This loyalty effect enables them to compensate their employees more generously. Demand analysis. (HKU645). May be used with: (594030) European Communication Management Ltd. companies can initiate a spiral of economic advantages. Phone Home. America Online. Information technology. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 5p. the authors explain the enormous advantages of retaining on-line buyers. EDB and Friends. Provides a best-practice example of a creative online marketing campaign. World Wide Web Length: 13p List Price: $6. For the past two years. Internet. Dell. a leading eye drop brand's position was threatened. and repositioning. overall eye drop usage was declining and the entire category was shrinking. and Web technologies. Marketing strategy. Telecommunications Length: 23p Supplementary Materials: Teaching Note. Although it was a top selling brand (from here on referred to as EDB). and other Internet leaders are doing to gain their customers' trust and earn their loyalty. reinforce that inherent loyalty. EDB and Friends helped the company achieve its objectives and the awardwinning campaign was a commercial success. Frank V. Frederick F.Marketing technologies. World Wide Web Length: 9p BESTSELLER 5181 Title: E-Loyalty: Your Secret Weapon on the Web (HBR OnPoint Enhanced Edition) Author(s): Reichheld. (584084). David J. By encouraging repeat purchases among a core of profitable customers. Internet. Hung. The student must critically evaluate the demand model and the market estimates. With its games. They also describe what Grainger. if used correctly. and reinvest more aggressively to further enhance the value delivered to customers. This loyalty effect enables them to compensate their employees more generously.

by John A. The firm's top 07/02/11 135 management seeks to deliver sales and utilization growth from this complex organization. Product introduction Length: 17p Supplementary Materials: Supplement (Field). by David Godes Year New: 2008 597029 Title: EMDICO (A) Author(s): Quelch. 5p. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2008 508046 Title: EFI. Customer service. David B. 8p. Quelch. 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. Yoshinori Publication Date: 09/25/1996 Revision Date: 03/15/1999 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Sales strategy. Geographic Setting: Palo Alto. 2p. David. Yoshinori Fujikawa 597030 Title: EMDICO (B) Author(s): Quelch. Data processing. Lotke.000 consultants are drawn from very diverse backgrounds. (508084). Lauren Publication Date: 02/06/2008 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Yoshinori Fujikawa 503075 Title: ENSR International Author(s): Godes. Middle East. New product marketing. team vs. The question is how should they do it? Geographic Setting: United States Industry Setting: Consulting Number of Employees: 1. David. John T. individual pay and the marginal impact of effort. Inc. 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. Must be used with: (508044) EFI. not doing so would perhaps limit the sales of the new products. 5p. Inc. Teaching Note. Barley. Yoshinori Publication Date: 09/25/1996 Revision Date: 03/23/1999 Product Type: Case (Field) Abstract: The general manager of Fuji Film's Saudi distributorship must decide on a relaunch strategy for Fuji film and cameras in Saudi Arabia. Barley. The case allows for a deep discussion of the bases for variable compensation in sales. they've historically paid the sales force as a team. risk aversion. Supplement (Library). 17p. Mario. John A. Sales management. Quelch. by John A. by David B. Geographic Setting: Middle East Subjects: International marketing. (508084). CA Industry Setting: Securities & investing Gross Revenues: $22 million revenues (1995) Subjects: Competition. Schwartz. Barley. (597030). MA. John A. Teaching Note. (598098). (9-508-045). Inc. others believe the company faces a larger challenge from Charles Schwab's entry into the market.000 Gross Revenues: $210 million revenues Subjects: Consulting. 16p. Palumbo. Lauren Publication Date: 02/06/2008 Product Type: Case Abstract: EFI has a unique sales compensation challenge. ETrade must decide where it can create a profitable and sustainable position along the price/quality (service) trade-off. wildlife resource management. Product introduction Length: 5p Supplementary Materials: Teaching Note. (A) Author(s): Godes. Quelch. its 1. (598098). They cannot allocate sales credit for their core product to individual salespeople. Financial services. (B) Author(s): Godes. By 1996. As a result. Number of Employees: 1. Must be used with: (597029) EMDICO (A). by John A. including observability of effort and outcome. However. The context is also an interesting and important one for sales management: OEM sales. Fujikawa. 16p. since they've been a near-monopoly seller of a single product category. However.700 Gross Revenues: $500 million Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field). it would raise a potential problem with shirking on the core product. such as air and water qualit.. 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. Inc. by David Godes. a flood of new competitors are establishing Internet sites and ETrade has been dethroned as the price leader. Inc. Defending against Schwab would require focusing resources on enhancing its product/service offering. While some executives within ETrade believe they should continue to lower prices and go head-to-head with eBroker. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. Publication Date: 06/01/2006 Customer Service Department • 60 Harvard Way • Boston.Marketing 508044 Title: EFI. Service management Length: 24p Supplementary Materials: Teaching Note. Glew. Rajiv. Chuck. So. by David Godes Year New: 2008 9-508-045 Title: EFI.. This has worked out fine. by David Godes. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. Middle East. Mark. It consults on a variety of topics. Lauren Publication Date: 02/06/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. (508046). this has changed. which might jeopardize ETrade's low-cost position. Fujikawa. (503094). Non-store retailing Length: 16p R0606F Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption Author(s): Gourville. Lauren Barley. David. Godes NEW M286 Title: ETrade Securities. Professional services. Sales organization. Author(s): Lal. (C) Author(s): Godes. Geographic Setting: Saudi Arabia Industry Setting: Photographic equipment & supplies Number of Employees: 80 Subjects: International marketing. Yoshinori Fujikawa. (A). 8p. Lauren Barley. Should they pay people individually on these newer products while maintaining the team-pay approach on the core? If so. and workplace safety.

they can determine where their products fall in a matrix with four categories: easy sells. 3p.50 Year New: 2006 591044 Title: Eastern Airlines: The "Fight Back" Campaign Author(s): Greyser. The goods that consumers dismiss often do offer improvements over existing ones. Eastern undertakes a series of long-copy messages to try to overcome negative publicity and reestablish a positive image. Stephen A. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p List Price: $6. Brand management. Customer Service Department • 60 Harvard Way • Boston. Islam. Executives. and smash hits. sure failures.. Publication Date: 06/01/2006 Product Type: HBR OnPoint Article Abstract: Companies that introduce new innovations are the most likely to flourish. But studies show that new innovations fail at a staggering rate. (A) Author(s): Deutscher. major behavior change is a given. Studies show. or try to eliminate the incumbent product. the reality isn't so simple. 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. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. major behavior change is a given. companies can overcome this disconnect. meanwhile. Management communication. Norman Publication Date: 11/01/1990 Product Type: Case (Library) Abstract: Eastern executives have been confronted with a series of safety-related criticisms. sure failures. Must be used with: (904A30) Eastern Bank Ltd. so they spend billions of dollars making better products. New products force consumers to change their behavior. Author(s): Dolan. Terry H. they can manage the resistance to change. 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. companies can either wait for consumers to warm to the product. says the author. Firms can also make products that are compatible with incumbent goods. Marketing strategy. long hauls. New products force consumers to change their behavior. Kaiser Islam Year New: 2005 904A31 Title: Eastern Bank Ltd. (A). which products to emphasize and in what price structure. Geographic Setting: Bangladesh Industry Setting: Banking industry Subjects: Banking. can be found in the brain. Canada. so they spend billions of dollars making better products. While many blame these misses on lackluster products. Geographic Setting: Burlington. The goods that consumers dismiss often do offer improvements over existing ones. says the author. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Firms can also make products that are compatible with incumbent goods.. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. overvalue their own innovations. Once businesses know where their products fit into this grid. Public relations Length: 15p 904A30 Title: Eastern Bank Ltd. Klein. VT. To start.Marketing Product Type: Harvard Business Review Article Abstract: Companies that introduce new innovations are the most likely to flourish. In those cases. Consumer marketing. and smash hits. Each has a different ratio of product improvement to change required from the consumer. Fortunately. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 599106 Title: Eastman Kodak Co. To start. make the improvement so great that buyers get past their apprehension. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Subjects: Advertising. they can manage the resistance to change. Robert J. Market segmentation. seeking out those who are not yet users of the existing product or finding true believers. they can determine where their products fall in a matrix with four categories: easy sells. This leads to a serious clash. The new CEO of Eastern Bank must decide which corporate banking clients to target. by Terry H. meanwhile. John T. seeking out those who are not yet users of the existing product or finding true believers. But studies show that new innovations fail at a staggering rate. the reality isn't so simple. that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. For some innovations. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer. Airlines. companies can either wait for consumers to warm to the product. 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. long hauls. and whether to centralize or decentralize the bank's operations. Terry H. In those cases. (B) Author(s): Deutscher. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. and that has a psychological cost. In the wake of extensive media coverage. Operations management Length: 19p Supplementary Materials: Supplement (Field). in fact. make the improvement so great that buyers get past their apprehension. Islam. Once businesses know where their products fit into this grid. For some innovations. Fortunately. can be found in the brain. Deutscher. has taken over the Bangladesh operations of the Bank of Credit and Commerce International after its collapse. in fact.. or try to eliminate the incumbent product. Students are encouraged to examine and assess the 07/02/11 136 content and presentation in Eastern's campaign. Decision making. This leads to a serious clash. leading to a FAA-DOT investigation. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. companies can overcome this disconnect. how to develop and position the Eastern Bank brand. Each has a different ratio of product improvement to change required from the consumer. Studies show. (904A31). and that has a psychological cost. While many blame these misses on lackluster products. overvalue their own innovations. Executives.

Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Portuguese Version Author(s): Rangan. V. The case describes the evolution of that process. Robert J. by V. Must be used with: (599093) Egghead to Egghead. Kasturi. multiple influencers. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands.com (B) Author(s): Rangan. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Electronic commerce.Marketing The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. (500100). Retailing Length: 24p Supplementary Materials: Supplement (Library).: Funtime Film Author(s): Dolan. Retail industry Subjects: Computer industry. Retailing Length: 16p Supplementary Materials: Teaching Note. Marketing management. (500099). Electronic commerce. V. Product lines Length: 5p Supplementary Materials: Teaching Note. Kasturi. and poses questions on the company's future viability. Retailing Length: 25p 599093 Title: Egghead to Egghead. Bell KEL095 Title: Educational Technology Corp. Product lines Length: 6p 594111 Title: Eastman Kodak Co. Kasturi Rangan. Higher education. Dolan BESTSELLER 500034 Title: Eddie Bauer. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers. Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 9-503-P01 Title: Egghead to Egghead. 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. George Orban. Pricing strategy. needed to determine the targeting. Industry Setting: Computer industry. Distribution channels. Marketing management. is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1. David E. Robert J. manager of partner development at Educational Technology Corp. Marketing management.com (A). by V. V. 8p. Leamon. Electronic commerce. and the role of its CEO..com (A) Author(s): Rangan. Pricing strategy. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. students. But with e-commerce. Consumer goods. Market segmentation. 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. Consumer goods. Spanish Version Author(s): Dolan. Kasturi. Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Retailing Length: 6p Supplementary Materials: Teaching Note. Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co.: Crossing the Chasm Author(s): Sawhney. by David E. Inc. 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. (500077). Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and 07/02/11 137 move to an electronic store. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands. Management of change. selection) across its stores and catalog. Management of change. Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998.com (A). Bell. (597080). by Robert J. Bell. Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson. Distribution channels. The case describes the evolution of that process. Market segmentation. 17p. This required determining what types of colleges to target and which stakeholders to focus on within institutions.5 billion revenues Subjects: Brands. Clothing. Market segmentation. Management of change. Bell. 9p. Teaching Note. Kasturi Rangan Customer Service Department • 60 Harvard Way • Boston. Pricing strategy.. Consumer goods. Geographic Setting: United States Industry Setting: Education industry. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store. 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. and college administrators in adopting softwarebased learning technology. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes. 9p. Kasturi Rangan 500099 Title: Egghead to Egghead. and poses questions on the company's future viability. and selling strategy for its innovative Interactive Mathematics software for the college market.: Funtime Film. Merchandising. Marie Bell. and the role of its CEO George Orban. 6p. A rewritten version of an earlier case. Electronic commerce. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry. Distribution channels. positioning. and conflicting motivations. (500100). The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. by V. Author(s): Bell.

Customer retention. Mark. the company needs to decide whether to first establish that once-a-day dosing for Cymbalta (Duloxetine) is effective in treating major depressive disorder and only after launch get FDA approval for treating painful physical symptoms. Distribution. Marketing planning. 23p. Vandenbosch.000 Gross Revenues: $1. Lilly's new antidepressant team making this decision has several market research Customer Service Department • 60 Harvard Way • Boston. EA managers must finalize several decisions that they believe are fundamental to the game's success. Bell. Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. Retailing Length: 6p 95A012 Title: Electrohome (A): Projection Systems Division Author(s): Ryans. Miller. subscription-based version of the most popular PC game in history: The Sims. Ryans. Distribution. Ryans. Miller.com (A). Mark Vandenbosch. Marketing strategy Length: 17p Supplementary Materials: Supplement (Field). The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure. In this context. Kasturi. by Mark Vandenbosch 95A013 Title: Electrohome (B): The Phoenix Project Author(s): Ryans. Mark. Electronic commerce. (504044). Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. 11p. Marketing strategy Length: 11p Supplementary Materials: Teaching Note. Adrian B. 23p. or to first establish efficacy in treating pain and later get FDA approval for once-aday dosing. Teaching Note. (895A12). students examine an example of product management in an industry in which customer tastes are unpredictable and fickle. Neil Miller. Distribution channels. Competition. subscription-based pricing.000 Gross Revenues: $1. Industry Setting: Computer industry. by Youngme Moon NEW 07/02/11 138 504S01 Title: Electronic Arts Introduces The Sims Online.com (B). In this context. by Adrian B. Industrial markets. Marie Publication Date: 08/21/2002 Product Type: LACC Supplement Abstract: Supplements the (A) case. Industrial markets. Geographic Setting: Canada Subjects: Canada. Geographic Setting: Canada Subjects: Canada. Teaching Purpose: Designed to be taught at both a tactical and strategic level. is preparing to launch an online. Retail industry Subjects: Computer industry. students explore the role of the target market in the process of diffusion as well as the implications of flat pricing vs. Product management Length: 33p 507044 Title: Eli Lilly: Developing Cymbalta Author(s): Ofek. Youngme Publication Date: 08/23/2002 Revision Date: 01/14/2003 Product Type: LACC Case Abstract: Electronic Arts (EA). EA managers must finalize several decisions that they believe are fundamental to the game's success. At the strategic level. (895A12). is preparing to launch an online. Portuguese Version Author(s): Rangan. 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. Mark Vandenbosch. Pricing. The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure.7 billion revenues Subjects: Consumer marketing. Must be used with: (95A012) Electrohome (A): Projection Systems Division. Marketing strategy Length: 2p Supplementary Materials: Teaching Note. Mark. Management of change. by Mark Vandenbosch 95A014 Title: Electrohome (C): The Marquee Launch Author(s): Ryans. Spanish Version Author(s): Moon. Market selection. 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. Vandenbosch. Adrian B. 2p. by Mark Vandenbosch 503008 Title: Electronic Arts Introduces The Sims Online Author(s): Moon. Competition. Portuguese Version. Market selection. Marketing planning. Youngme Publication Date: 08/23/2002 Revision Date: 08/26/2003 Product Type: Case (Field) Abstract: Electronic Arts (EA). (895A12). Must be used with: (9-503-P01) Egghead to Egghead. the world's largest independent game publisher. 23p. Pricing. Must be used with: (95A012) Electrohome (A): Projection Systems Division. including target market selection and pricing/payment structure. 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.7 billion revenues Subjects: Consumer marketing. Competition. In particular. Marketing planning. 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. At the tactical level. Adrian B. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada. by Adrian B. Elie Publication Date: 11/27/2006 Revision Date: 07/30/2008 Product Type: Case (Field) Abstract: Anticipating the expiration of its Prozac patent. Customer retention.Marketing 503P02 Title: Egghead to Egghead. including target market selection and pricing/payment structure. Vandenbosch. The new product threatens Electrohome's position at the high end of the market.. 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. Supplement (Field). the world's largest independent game publisher. (95A014). Miller. Product management Length: 32p Supplementary Materials: Teaching Note.. Industrial markets. Neil Miller.. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1. V. 25p. subscription-based version of the most popular PC game in history: The Sims. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (95A013).

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

suggest service improvements. Yet. Tools included here help evaluate which products provide an add-on opportunity. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. and they offer recommendations for more closely aligning the two functions. Krishnaswamy. but resources must be allocated carefully and may include marketing communications. Rackham. Marketing people. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . and circumnavigate common pitfalls. Philip. (2750BC) Market Research: Listen and Learn. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. in turn. and quick divestment. Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler. each group undervalues the other's contributions. Subjects: Competition. In this article. the authors describe the four types of relationships Sales and Marketing typically exhibit. (270XBC) Managing Customer Acquisitions. and they offer recommendations for more closely aligning the two functions. and blind to the future. They provide a diagnostic to help readers assess their companies' level of integration. and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. (2548BC) The Marketing Mix. (2688BC) From Declining to Growing Distribution Channels." the line between the two is blurred and becoming more so. In this article.. Suj Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. Energy. believe the sales force is myopic--too focused on individual customer experiences. each group undervalues the other's contributions. Marketing strategy. Financial services.Marketing accordance with their own needs. Robert C. Market share. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. While we tend to think of companies as "producers" and consumers as "receivers. configure how best to market them. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. Jocz. John A. Equipment. Both stumble (and organizational performance suffers) when they are out of sync. Krishnaswamy. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales.. Electronics industry. Getz. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. (2661BC) From Market Segments to Strategic Segments. insufficiently aware of the larger market. In short. Gary. insufficiently aware of the larger market. Yet. Rackham. companies are learning that letting consumers participate in marketing strengthens their competitive position. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity. Curious about the misalignment between Sales and Marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. Suj Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Corporate strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. Both stumble (and organizational performance suffers) when they are out of sync. High technology. and outsourcing. They provide a diagnostic to help readers assess their companies' level of integration.50 07/02/11 Year New: 2006 140 7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch.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. Neil. the authors describe the four types of relationships Sales and Marketing typically exhibit. database marketing tools. In short. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers. Thomas. in turn. Insurance industry. 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). harvest. niche. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages. Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2006 1014 Title: Ending the War Between Sales and Marketing (HBR OnPoint Enhanced Edition) Author(s): Kotler. 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). They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Curious about the misalignment between Sales and Marketing. Philip. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Strategic alternatives for declining business include leadership. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6. Just as political democracies are more robust and more representative when citizens engage in public affairs. (2718BC) Managing Customer Retention. and submit new product ideas. Industry Setting: Airline industry. Jacquelyn S. the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. Marketing people. In a democratizing marketplace. and blind to the future. constructive engagement with consumers should be the wave of the future. (267XBC) From Brand Acquisitions to Brand Rationalization. (2696BC) From Branded Bulldozers to Global Distribution Partners. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries.95 Customer Service Department • 60 Harvard Way • Boston. Neil.

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

he measured their effectiveness with readily understood metrics. Then he set right to work applying marketing's most basic and powerful tools--segmentation and pricing strategy--to four carefully chosen pilot projects. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. and grow share in an increasingly competitive health care environment. Product management. he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. are inextricably linked. Inc. Product lines. ultimately. In light of recent medical and competitive trends in the market. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6. 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. increasing value both for them and for the division. strengthen the brand franchise. by Peter Wickersham.'s 1-2-3 spreadsheet software for IBMcompatible personal computers. Segmenting customers allowed people to see that they were selling to different groups that required different products. Details the major hardware enhancements and product line extensions during the period 1981-87. too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. Customer satisfaction surveys led them to improve supply chain execution and. performance. Step by step. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar. To make the value of those efforts quickly apparent. 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. NY Industry Setting: Health care industry Customer Service Department • 60 Harvard Way • Boston. Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar. and budgeting discussions. Jacques and his team of first temporary.95 599048 Title: Executive Health Group Author(s): Chun.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques. Product management. It isn't easy to establish a marketing function in a company that doesn't think it needs one. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp. and then permanent. Jacques tackled the challenge on a number of fronts. which in many cases could be sold for higher-than-commodity prices. so that their offerings were suited to a range of customer requirements. and the pursuit of selfinterest and the pursuit of the common good. old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. A separate exhibit provides a brief overview of a microcomputer. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Software. 17p. It works both ways. The new product under consideration here is the drug-eluting 07/02/11 142 stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges. Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines. 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. Jocz. John A. May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. 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. From the start. Geographic Setting: United States Industry Setting: Biotechnology industry. marketers fundamentally transformed Lafarge's commodity mindset. Facing stagnant revenues. Francois M. Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. Product lines. 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.5 million 1990 sales Subjects: Computer industry. Welcome to the front lines of your typical cement company. (5-509-053).'s personal-computer products.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? Industry Setting: Personal computer industry Company Size: Fortune 500 Gross Revenues: $44 billion 1990 sales Subjects: Computer industry. marketplace exchanges and political exchanges. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. to change what they sold. Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies. First. 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. Technological change. CEO William Flatley has to reposition his firm. Geographic Setting: New York.. Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note.

If you are on the front line of any organization. A Harvard Business School Publishing Virtual Seminar CD. If you are on the front line of any organization. we will discuss and learn more about each style and how to discern between them. Mary. Gilmore. We are on the threshold. This abridged audiobook offers a creative. Rayport. We'll give you the confidence to enjoy wine like a true connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $129. 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.. Mary. Product development. Goods and services. Customization. A strong finish will include a summary of key takeaways to use at your next meal. Single User Author(s): Ewing-Mulligan. by Samuel Chun 1081CD Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. This interactive session will focus on a suggested list of wines to sample. we will discuss and learn more about each style and how to discern between them. II. (500006). of the Experience Economy. and consider charging for the value of the transformation that an experience offers. The authors urge managers to look beyond traditional pricing factors like time and cost. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. A Conversation with Mary Ewing-Mulligan. also Featuring Jeffrey Rayport. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Social and entertaining skills can be equally important in interactions with clients and customers--yet most companies do little to help managers hone these abilities. you won't want to miss this. a new economic era in which all businesses must orchestrate memorable events for their customers. Market positioning. From America Online to Walt Disney. you may have felt the pressure of making a good impression at an important business dinner. B. Health care. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 5122 Title: The Experience Economy. A Harvard Business School Publishing Virtual Seminar CD. Pricing. Companies develop robust professional growth plans for managers and employees. Rayport. 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. Experiences and transformations are the basis for future economic growth. A Conversation with Mary Ewing-Mulligan. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. Jeffrey F. Competition. for the purpose of identifying where they are overconfident and underconfident. highly original. 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 07/02/11 connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $349. Companies develop robust professional growth plans for managers and employees. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. A strong finish will include a summary of key takeaways to use at your next meal. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. John T. and The Experience Economy is the script from which managers can begin to direct their own transformations. Joseph. Audiobook (Cassette) Author(s): Pine.Marketing Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Brand management.00 Year New: 2006 143 509022 Title: Exercise on Estimation Author(s): Gourville. author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. 6p. say authors Pine and Gilmore. Multiuser Author(s): Ewing-Mulligan. say Pine and Gilmore. This interactive session will focus on a suggested list of wines to sample. immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Great for the beginner. Riis. you won't want to miss this. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. This best practice briefing (part of our virtual seminar series) will provide practical. Subjects: Customer service. Services Length: 180 min Customer Service Department • 60 Harvard Way • Boston. Great for the beginner. you may have felt the pressure of making a good impression at an important business dinner. also Featuring Jeffrey Rayport. 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. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. Marketing management Length: 10p Supplementary Materials: Teaching Note. Marketing strategy. This best practice briefing (part of our virtual seminar series) will provide practical. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. Marketing planning. Market analysis. New economy. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan. but have been hesitant to ask for help. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 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. but have been hesitant to ask for help. Peppered with insight from our renowned wine expert and widely respected thought leader. the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses.00 Year New: 2006 1081SL Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro. 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. Jeffrey F. but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. are no longer enough. Peppered with insight from our renowned wine expert and widely respected thought leader.

Subjects: Exports. 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. Pricing. divides the service life cycle for its computers into four stages: rapid product sales growth. This case presents detailed qualitative data on three women and their relationships with brands. Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier. of the Experience Economy. and timing of competitive and market events. say Pine and Gilmore. are no longer enough. B. Consumer marketing. by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier. the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. (597073). 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. The authors urge managers to look beyond traditional pricing factors like time and cost. more Eyeblaster Customer Service Department • 60 Harvard Way • Boston. 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. International marketing.. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . explicit theoretical development of these ideas becomes critical. New uses and new customers extend the product life cycle. highly original.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine. (597073). Subjects: Brands. Customization. The Experience Economy offers a creative. Data General Corp. Experiences and transformations are the basis for future economic growth. 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. maturity as the service cycle peaks and product shipments continue to fall. 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. and consider charging for the value of the transformation that an experience offers. Subjects: Customer service. Product management. a new economic era in which all businesses must orchestrate memorable events for their customers. and end of life after product sales halt and the installed base undergoes attrition. From America Online to Walt Disney. Claudine B. by Susan Fournier 580150 Title: Exporting from the United States. Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood. 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.95 BESTSELLER 88512 Title: Exploit Your Product's Service Life Cycle Author(s): Potts GW Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The product life cycle is a standard concept. Product development. and The Experience Economy is the script from which managers can begin to direct their own transformations. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. product identity. Services Length: 272p List Price: $29. 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. Subjects: Marketing strategy. Consumer marketing. Consumer behavior. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. 24p. exporter. Customer relations Length: 18p Supplementary Materials: Teaching Note. Marketing planning. New economy. providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. Joseph. May be used with Kenics Corp. Background Note Author(s): Malone. Market analysis. Goods and services. II. 24p. which describes the marketing strategy of a high technology firm seeking foreign sales. 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.Marketing List Price: $18. Subjects: Product life cycle. explicit theoretical development of these ideas becomes critical. Consumer behavior. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. say authors Pine and Gilmore. International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek. character. but the service life cycle is not so well understood. Customer relations Length: 21p Supplementary Materials: Teaching 07/02/11 144 Note. transition as product shipments start to decline. We are on the threshold. and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. Most successful products pass through certain recognizable stages. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field. This case presents detailed qualitative data on three women and their relationships with brands. and sales and distribution networks. Gilmore. Subjects: Brands. Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt. Intended to reveal the deep connections consumers may form with brands across product categories. Marketing strategy. Alternatively.S.

. The case forces the student to choose among the four orders. and the broad social issues of "truth in advertising. Market positioning. other business likely to come along. Pricing. Alternatively.. went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. Order processing. Includes color exhibits. 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 592096 Title: Fabtek (B) Author(s): Shapiro. 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. Clothing. Geographic Setting: United States Industry Setting: Advertising industry. The student must choose a price for this order. Ethics. by Benson P. Craig E. A rewritten version of an earlier case. from which the student must select one. Competition. Spanish Version Author(s): Shapiro. Benson P. Must be used with: (592095) Fabtek (A). and decide whether to take it. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Industry Setting: Metals Subjects: Competitive bidding. (593006). 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. Each order represents different order-mix/customer situation issues. 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. Metals. Government agencies. Metals. Rowland T. and pricing incentives could be diverted to Web site publishers or even to advertisers. 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. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding. Moriarty... which TiFab had bid on. Technology Length: 24p Supplementary Materials: Teaching Note. Production scheduling. Market research. Now the customer needs to have the unit. Geographic Setting: New York. Should be handed out in class after discussion of the (A) case. A rewritten version of an earlier supplement. product improvements.. Consumer goods. Industrial markets. Rowland T. Marketing strategy. Cline. by Elie Ofek Year New: 2006 9-508-S15 Title: Eyeblaster: Enabling the Next Generation of Online Advertising. Rowland T. and provides a summary of the FTC's findings. Production scheduling. 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. Spanish Version Author(s): Ofek. Internet & online services industries Subjects: NO SUBJECTS(KEYWORDS) Length: 27p 578166 Title: FTC and Listerine Antiseptic Author(s): Greyser. Benson P. and the requirements of each order. Teaching Note. Geographic Setting: United States Industry Setting: Apparel industry Gross Revenues: $1. Industrial markets. repaired and is willing to pay a very high price. Stephen A. Includes color exhibits. Benson P. 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. more Eyeblaster sales effort. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. The item. Purchasing Length: 16p 592095 Title: Fabtek (A) 07/02/11 145 Author(s): Shapiro. Metals. by Benson P. Craig E. The case forces the student to choose among the four orders.. Pricing. Shapiro.. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. A rewritten version of an earlier case. John F. Traces the history of the decision. 23p. Order processing. Pricing.. other business likely to come along. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . (592096). and pricing incentives could be diverted to Web site publishers or even to advertisers. from which the student must select one. Robert F. Purchasing Length: 16p Supplementary Materials: Supplement (Field). (593006).Marketing sales effort. Shapiro Customer Service Department • 60 Harvard Way • Boston. Purchasing Length: 2p Supplementary Materials: Teaching Note." Also contains some interesting applications of marketing research used for policy purposes. Moriarty. Moriarty Jr. Production scheduling. Jr. Advertising industry Subjects: Advertising. Young. by Benson P. NY Industry Setting: Personal care products Company Size: large Subjects: Advertising. Pricing strategy Length: 22p 502S26 Title: Fabtek (A). Market entry. given conflicting estimates of capacity available. part of a much larger production system. Jr. (504091). Geographic Setting: United States Industry Setting: Internet & online services industries. Order processing. Pricing. Distribution planning. Moriarty. product improvements.5 billion sales Subjects: Antitrust laws. Jr. Levi Strauss Author(s): Cady. Each order represents different order-mix/customer situation issues. and the requirements of each order.. Industrial markets. Cline. 20p. Rowland T. Internet. Regulation Length: 20p 579081 Title: FTC vs. 20p.. Can be used to raise the issue of the federal government regulation of advertising. 2p. Government agencies. Marketing strategy. given conflicting estimates of capacity available. Four orders are offered. Four orders are offered.

by Christopher H.Marketing BH192 Title: Fail Better! Samuel Beckett's Secrets of Business and Branding Success Author(s): Brown. Market segmentation. Spreadsheet Author(s): Stahl. Communication strategy. (577189). in part. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Services Length: 29p Supplementary Materials: Teaching Note. Christopher H. (579041) Federal Express (C). Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak". Marketing strategy Length: 27p Supplementary Materials: Teaching Note. Product lines Length: 14p 579040 Title: Federal Express (B) Customer Service Department • 60 Harvard Way • Boston. despite his anti-business reputation. 9p. Renart 2075 Title: The Fashion Channel: Market Segmentation Author(s): Stahl. Personal selling. Must be used with: (2075) The Fashion Channel: Market Segmentation. famously describing it as "mercantile Gehenna." an overnight document delivery service with presently limited sales. After initial heavy losses. IL Industry Setting: Cable television industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note. (IES037). In July 1993. Lluis G." Yet. Wendy Publication Date: 06/01/2007 Product Type: Case Abstract: The new Senior Vice President of Marketing for The Fashion Channel (TFC). a response to the intensifying competitive environment for TFC. In addition to making a recommendation. by Lluis G. opened its own first luxury ice cream store just a few blocks away. Family owned businesses. After initial heavy losses it is now profitable. warp-speed world of fads. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Federal Express is a smallpackage airline operating throughout the United States. and make a recommendation. each with pros and cons. Geographic Setting: Chicago. The reader must evaluate the research results. Europe. Lovelock 502S19 Title: Federal Express (B). Market definition. by Wendy Stahl Year New: 2007 2278 Title: The Fashion Channel: Market Segmentation. This case is an example of how a small local company can compete against a very large multinational corporation. Also looks at change management issues. Air freight service. the program must maintain consumer and distributor satisfaction with the network. At the same time. the managers of Farggi are facing a number of strategic dilemmas regarding how to continue successfully competing in the luxury ice cream market segment. an overnight delivery service with presently limited sales. Pares. Spanish Version Author(s): Lovelock. Entrepreneurship. Wendy Publication Date: 06/01/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. hyper-competitive. and it needs to strengthen the company's brand and positioning with viewers and advertisers. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Personal selling. 24p. by Wendy Stahl. Haagen-Dazs opened its first ice cream parlor in Barcelona. Geographic Setting: Spain Industry Setting: Ice cream industry Subjects: Competition. plus some 800 non-exclusive retail outlets. a cable television network dedicated to round-the-clock. At the beginning of 1995. Beckett is a perfect role model for our paradoxical times. Market definition. fashions. she must manage the change process to insure that the organization and her leadership team peers are fully aligned. (2076). Christopher H. He hated salesmanship of any kind. the peerless Irish playwright. Consumer research provides insights but does not give a simple answer regarding the best path to take. Market segmentation. Is it appropriate to devote special emphasis to Courier Pak? If so. Several segmentation options are being considered. it is now profitable.. Farggi. and here-todaygone-tomorrow consumer crazes. is preparing to recommend a change in the company's traditional marketing approach by introducing a market segmentation program. when Farggi already has 13 exclusive ice cream parlors in Spain. calculate financial scenarios. Airlines. Emphasizes product line policy and market analysis. and the Senior Vice President of Marketing is new to the job. Argues that. 1p. Beckett's idiosyncratic esthetic encapsulates several salient secrets of business and branding success. Stephen Publication Date: 03/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Samuel Beckett. fashion-oriented programming. Franchising. This program is. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Supplement (Spreadsheet). Francisco Publication Date: 01/01/1995 Revision Date: 10/01/1997 Product Type: Case (Field) Publisher: IESE Business School Abstract: In August 1992. 10p. what is the appropriate role of advertising and personal selling? May be used with: (579040) Federal Express (B). in a world where every organization is customer oriented and every executive is au fait with best textbook practice. (2278). Food. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 IES036 Title: Farggi Author(s): Renart. Communication strategy. TFC has never done a program like this before. a small Spanish family-owned company. is widely regarded as the epitome of art for art's sake aestheticism. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak. Air freight service. His "fail better" philosophy is very much in keeping with today's creativitydriven. Marketing management. 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. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p 07/02/11 Year New: 2007 146 577042 Title: Federal Express (A) Author(s): Lovelock.

Pricing. 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. Market segmentation. Airlines. Dolan HKU283 Title: Fenix: Diversified Niche Marketing in the Lifestyle Business Author(s): Yim. Ronald T. a fast growing freight airline specializing in small packages. Air freight service. 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. Air freight service. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak. (581020). Christopher H. by Bennett Yim. 10p.Marketing Author(s): Lovelock. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Communication strategy. 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. Spanish Version Author(s): Lovelock. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: Case (Field) Abstract: The Marketing Director for Federal Express. Looks at the journeys of two entrepreneurs who started out with a tiny garment trading company and. then he must formulate specific plans to reach the new sales target within six months. Competitive bidding. 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. First he must decide on the relative emphasis to place between advertising and personal selling. Market definition. Publication Date: 05/20/2003 Product Type: Case (Field) Abstract: This case presents an application of conjoint analysis in a financial services setting. Market definition. Product planning & policy Length: 14p 585104 Title: Federated Industries (A) Author(s): Dolan. Strategy implementation Length: 8p Supplementary Materials: Teaching Note. Personal selling. it is now profitable. The diversity stems from the management's multiniche marketing strategy. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. (579040) Federal Express (B). Spanish Version Author(s): Dolan. 4p. Market segmentation. (579041) Federal Express (C). by Robert J. The case presents students with the results from a realworld conjoint analysis and requires Customer Service Department • 60 Harvard Way • Boston. Lovelock 504S22 Title: Federal Express (C). expanded into a multinational network of manufacturing and retailing with $230 million annual turnover. Communication strategy. must select a strategy to achieve a big sales increase for one of the company's services. by Christopher H. To do this. (585105). Market definition. by Christopher H. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. then he must formulate specific plans to reach the new sales target within six months. Monica Wong Year New: 2004 UV0323 Title: Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund Author(s): Wilcox. 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 07/02/11 147 product is trying to restore industry price levels. Communication strategy. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. he needs to determine a new pricing structure for the fund. a fast growing freight airline specializing in small packages. Market segmentation. May be used with: (577042) Federal Express (A). Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. Industrial markets. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: LACC Case Abstract: The Marketing Director for Federal Express. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media. Personal selling. Services Length: 20p 579041 Title: Federal Express (C) Author(s): Lovelock. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. (HKU284). Retailing. Networks. After initial heavy losses. Robert J. (581021). The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. Product planning & policy Length: 13p Supplementary Materials: Teaching Note. Robert J. 15p. Emphasizes product line policy and market analysis. Services Length: 18p Supplementary Materials: Teaching Note. It is best used in a course on marketing research. Market signaling. Marketing strategy. and provide data on print and broadcast advertising costs and audiences. May be used with: (577042) Federal Express (A). Product lines Length: 14p Supplementary Materials: Teaching Note. First he must decide on the relative emphasis to place between advertising and personal selling. Bennett. Lovelock 503S52 Title: Federated Industries (A). Personal selling." an overnight document delivery service with presently limited sales. and provide data on print and broadcast advertising costs and audiences. Christopher H. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors. Wong. Market signaling. Pricing. Competitive bidding. Christopher H. 10p. 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. Air freight service. Industry Setting: Retail industry Subjects: Manufacturing. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets. must select a strategy to achieve a big sales increase for one of the company's services. Industrial markets. in the span of 30 years.

Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or accounts in the best manner. Subjects: Marketing implementation. Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser. Marketing strategy Length: 208p List Price: $16. Myriad quotations from recognized scholars. Also included are profiles of well-known marketing companies and products. thereby increasing its complexity. Inc. and writers supplement the definitions. Sales promotions. in a period of rising costs. Frank V. The main section provides explanations of over 400 carefully selected marketing concepts and topics. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . N. business executives. Provides information about the industry.Marketing them to work through the pricing and profit implications of that analysis. Field Guide to Marketing offers a handy primer on today's marketing industry. whether (and if so. Inc. Sales compensation. Harvard Business. Sales management. 4308. and a miscellaneous category described as the "method of doing business. Inc. Sales management. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills. Altogether. Benson P.J. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. the competitive environment. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. sales meetings. Stephen A. business executives. (B) Author(s): Shapiro. Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills.. Young. 6p. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. Marketing strategy Length: 208p List Price: $29. (UV0324). Geographic Setting: United States Industry Setting: Home furnishings.J.: Compensation System for Field Sales Representatives Author(s): Cespedes. Benson P. Robert F. Marketing management. 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. 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. Publication Date: 07/17/1974 Product Type: Case (Field) Abstract: Focuses on a rather complex compensation plan for salesmen which had evolved over the years at Fieldcrest. Davis. (C) Author(s): Shapiro. (A) Author(s): Shapiro. Field Guide to Marketing offers a handy primer on today's marketing industry. Subjects: Marketing implementation. Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest 07/02/11 148 Mills. Myriad quotations from recognized scholars. by Ronald T. recent market developments. videotape programs. Marketing management. (B) and (C). Sales promotions. and descriptions of some of the world's most influential advertising agencies. Marketing organization. A paperback version is available: Order No.. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation. $16. Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation." Key issues are how to determine the effectiveness of these various motivators and. and the details of the compensation plan as well as comments by managers and salespeople. and writers supplement the definitions. Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills.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. 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. Also includes a section on the bed and bath fashion industry. The main section provides explanations of over 400 carefully selected marketing concepts and topics. where) to cut back on these motivators. 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. provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Benson P. 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.J. Geographic Setting: United States Industry Setting: Home furnishings. Geographic Setting: United States Industry Setting: Home furnishings. Sales management. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note. These include sales contests. Davis. salesletters. Also included are profiles of well-known marketing companies and products. Davis. Inc. Marketing management.95. a manpower development program. Inc. N. and descriptions of some of the world's most influential advertising agencies. Altogether. Sales compensation.. While complaints about the system have been relatively minor.95 575002 Title: Fieldcrest Division of Fieldcrest Mills. N..

low-cost production. World Wide Web Length: 14p Year New: 2005 SMR240 Title: Finding the Right Job for Your Product Author(s): Christensen. Denise Publication Date: 04/01/2007 Product Type: SMR Article Abstract: The way a company views its markets determines what it decides to produce. Includes extensive discussion by several executives regarding the relative effectiveness of the two alternatives. However. Customers simply need to get things done. are differentiated by their quality and reliability. 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. Demonstrates the problems encountered in evaluating the effectiveness of marketing expenditures in vehicles other than national media. "look and feel" goods with variable quality. The determination of the country. John T.Marketing advertising and on retailer-supportive cooperative advertising. Pricing. Most companies segment along lines defined by the characteristics of their products (category or price) or customers (age. Using a series of published articles. The second segment. by David E. gender.. As a result. low overhead. The existing Chicago area stores have been performing well. Geographic Setting: New York. At the same time. but product and customer characteristics are poor indicators of customer behavior because that is not how markets are structured from the customer's perspective. International marketing. or finding something fun to do with their kids. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6. Berstell. Bell 6301BC Title: Find the Right Role and Scope: The CMO's New Job Description Author(s): Aaker. Customers want to experience them in person before making a purchase. South Africa Length: 14p 594018 Title: Filene's Basement Author(s): Bell. Industry Setting: Retail industry Subjects: Competitive advantage. such as clothes. 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. Technology. who it believes its competitors to be. and if. which will vary over activities and over time. Sales promotions. Corporate strategy. how it will take those products to market. Retail industry Company Size: large Number of Employees: 1. the true breadth of competition often goes unnoticed too. to locate two new stores in its new Chicago area of operations. 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. At the time of the case. Nitterhouse. Fieldcrest has successfully built strong trade relations and fashion recognition among customers. An analysis of the firm's coop expenditures and their relation to sales volume is shown. When companies understand what they are up against in the mind of the customer. Late entrants will encounter extreme difficulty. Publication Date: 02/26/2002 Product Type: Case (Library) Abstract: In early 2001. These situational needs for which customers are looking to "hire" products or services go unnoticed during traditional market research and segmentation.95 SMR048 Title: Finding Sustainable Profitability in Electronic Commerce Author(s): de Figueiredo. Retailing. has attracted many dot-com retailers. quasicommodity products. Illustrates the use of trade support in developing a fashion-oriented brand image and in stimulating consumer demand. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . The developing countries could not afford the market price for these drugs. and timely delivery. Anthony. and how large it believes its market opportunities are. they can piece together the real size of the market in Customer Service Department • 60 Harvard Way • Boston. such as fresh produce and original artwork. Cooperatives. 6p. (594061). and functional scope of the CMO team will balance and focus scale. the CMO must take on a new role in the organization. "look and feel" goods. David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: In order to meet the challenge of reducing barriers to silo cooperation. this case outlines the pressures facing the drug companies and asks the question. "How should they respond?" Geographic Setting: South Africa Industry Setting: Pharmaceutical industry Subjects: Developing countries. Innovation. whether that is fixing their car. 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. The issue was driven by price. homes. John M. such as barrels of oil. Scott D. product. Customers want to experience these products to ascertain their quality before buying. Market segmentation. Starr. Competitive advantage goes to the low-cost provider with economies of scale. Pharmaceuticals. from that of a facilitator to others that are more ambitious. according to the author. such as books and toys. Clayton M.. Web retailers must align their strategies with the product characteristics and buying practices of customers in their market segment. Marketing management. Gerald. makers of AIDS drugs were suing to prevent developing countries from violating their patents. MA Industry Setting: Discount retail. marital status. management is concerned with over saturation of the market. In the third segment. Dot-coms that don't create the products they sell will be forced to compete on price and will find margins difficult to maintain. Location of industry. and furniture. virtual communities. Through heavy past spending on cooperative advertising. can be critical to CMO success or even survival. Geographic Setting: Boston. Textiles Length: 20p 502061 Title: Fighting AIDS and Pricing Drugs Author(s): Gourville.. each individual product differs from every other one. staving off boredom. First movers can gain competitive advantage by branding their 07/02/11 149 Web site using site-specific loyalty programs. however. NY Industry Setting: Home furnishings Gross Revenues: $250 million sales Subjects: Advertising strategy. The selection of the right role. Filene's Basement has 49 stores in operation. Real estate. David E. The first segment is undifferentiated commodity products. Dot-coms that establish a reputation for quality and sell low-priced goods to repeat customers have the best chance of success. and income level) since that is the most easily accessible type of data. In the fourth segment. Retailing Length: 24p Supplementary Materials: Teaching Note. Publication Date: 07/01/2000 Product Type: SMR Article Abstract: To sustain a competitive advantage. there are a variety of roles to choose from. and efficient distribution.700 Gross Revenues: $529 million revenues Subjects: Department stores.

Rajiv. the automobile industry. Jim Publication Date: 07/01/1996 Product Type: Harvard Management Update Article Abstract: Recognizing the importance of retaining loyal customers. Suppliers using different types of channels when selling in different geographic regions are subject to government intervention through price controls and tax differences. Marketing management.Marketing which they compete. . Customization. Customer retention. Golder. Geographic Setting: Florida Industry Setting: Fruit juice Subjects: Agribusiness. Gerard J. adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit. Food processing industry. 7p. Using a health message.. Designed to provide background in buyer behavior. To avoid conflicts and problems that can arise along the channel or in the laws under which a business operates. 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. Toy industry Length: 19p Supplementary Materials: Teaching Note. Starbucks. Distribution planning. this article describes the benefits that executives can reap when they segment their markets by job (the risk and cost of innovation is minimized). (579053). and products is essential. Dan Santangelo. Spanish Version Author(s): Ward. Beverages. Market analysis. Pricing strategy. Steven L. channels. including FedEx. Inc. market analysis. Market analysis. Consumer marketing. Marketing strategy Length: 31p Customer Service Department • 60 Harvard Way • Boston. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . 4) mass customize to your core market. and asset leverage. They have found that market leaders embody five factors critical to success: vision. the authors try to determine why pioneers fail and early leaders succeed. Geographic Setting: Delaware Industry Setting: Financial services Number of Employees: 10. 3) rigorously analyze defections. Corporate strategy. observation. Steven L. and understanding of the various possible combinations of markets. innovation. and 5) learn to address the unspoken needs of your customers. But the authors have discovered that many pioneers fail.000 Gross Revenues: $10 billion revenues Subjects: Credit. TurboTax. market analysis. 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". Blackberry. commitment. Ray A.50 BESTSELLER 900009 Title: Florida Department of Citrus Author(s): Goldberg. this article offers five major recommendations for mastering customer retention: 1) identify core customers. Diamond. and OnStar. New product marketing. the FDOC's new director. Pearcy. Marketing strategy Length: 13p Year New: 2005 502S42 Title: Fisher-Price Toys. Knoop. Scott. and corporate strategy. Using a historical method. A company that uses separate channels to sell the same product to different 07/02/11 150 markets must often deal with price differentials and contracts. Market research. Market research. Global Research Group. Presents specific examples of how successful firms are able to leverage this important skill to the benefit of the business. Market analysis. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 500043 Title: First USA and Internet Marketing Author(s): Lal. Scott. First to Fail? Real Causes of Enduring Market Leadership Author(s): Tellis. Inc. Robert Publication Date: 01/01/1977 Product Type: Harvard Business Review Article Abstract: Courts increasingly frown on companies' efforts to keep markets separate. Diamond.. Market research. Author(s): Ward. Subjects: Distribution channels. and citing a wide variety of companies and brands. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. Carin-Isabel. Designed to provide background in buyer behavior.. and corporate strategy. Product management Length: 8p U9607A Title: Five Keys to Keeping Your Best Customers Author(s): Billington. 2) measure key satisfaction indicators. Nelson. Marketing strategy Length: 4p List Price: $4. Marketing strategy Length: 20p SMR019 Title: First to Market. Toy industry Length: 20p 572029 Title: Fisher-Price Toys. while most current leaders are not pioneers. 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. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior. empathic and co-evolution techniques). 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. 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. Using examples from the fast food industry. by Scott Ward 77111 Title: Fit Products and Channels to Your Markets Author(s): Weigand. Subjects: Leadership. New product marketing. Pricing strategy. Google. and how the details of business plans can be made more coherent and focused when innovators understand the job to be done. This case describes the FDOC's efforts to turn around grapefruit juice consumption. persistence. the methods that those involved in marketing and new product development can use to identify the job-based structure of a market (interviews. Marketing strategy. Amy H. furniture retailing. surveys. Financial services. Subjects: Customer relations. and health care. Peter N. Corporate strategy. Publication Date: 12/01/1996 Product Type: SMR Article Abstract: Managers and entrepreneurs frequently adhere to the motto of being first to market.

2p. James E. and profitability. V. 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. Competition. interfunctional coordination issues. John A. Distribution. The Harris Group. owner-operated truck drivers.J. Food industry Subjects: Agribusiness.J. Ford has to decide how best to respond to this change. Robert J..: The Product Warranty Program (A) Author(s): Menezes. Inc. Must be used with: (589001) Ford Motor Co. Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U. Ethics.. Ford executives realize that their decision will have implications not only for sales. Karim. yet they remain one of the most popular ways to gather information about a market. by Melvyn A. (589057).J. Yet Flying J is considering whether to increase its price of diesel fuel. Rohit. Consumer marketing. Competition. but also for several departments (such as manufacturing. Teaching Note. Social change. Barley. Also raises several exciting issues concerning the role of product policy in competitive battles.. Supermarkets Length: 11p Supplementary Materials: Teaching Note. Kirsten D. David J. Russia. (583056). Supermarkets. quality assurance. To provide actionable information. Accompanying the article is a sidebar. 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.. 25p. 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. Retail industry Subjects: Advertising.. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively. Its major customer base. Satish Publication Date: 12/02/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Customer Service Department • 60 Harvard Way • Boston. and extended service plans) and their dealer network. Melvyn A. 25p.: The Product Warranty Program (B) Author(s): Menezes.J. Publication Date: 10/05/1988 Revision Date: 05/15/1990 07/02/11 151 Product Type: Case (Field) Abstract: Raises powerful issues concerning product warranty policy as a strategic marketing variable. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems.S. Kasturi. costs. Highlights one small.300 Gross Revenues: $62. 9p. parts and service. Industry Setting: Agribusiness. entrepreneurial company.. (591036). America's third largest industrial organization. Product planning & policy Length: 2p Supplementary Materials: Teaching Note. especially focusing on food retailing and distribution in that country.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan.: The Product Warranty Program (A). product line issues. Inc. with the help of both Russian partners and the SuperValu Corp. Market research Length: 2p List Price: $4. Ford Motor Co. David E. International marketing. by John A. Menezes 903A05 Title: Ford Windstar Author(s): Fisher.J. Marketing management Length: 24p 583018 Title: Food Ranch. Menezes. Melvyn A. is rethinking its growth strategy as the economy goes into a recession. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Author(s): Quelch. Product planning & policy Length: 18p Supplementary Materials: Supplement (Field). makes a dramatic change in its warranty policy. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising. Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell. Subjects: Management of change. Ethics. and some ethical issues. Marketing strategy. Menezes 589057 Title: Ford Motor Co. This article provides tips for getting real benefits from focus groups. Salmon. United States Industry Setting: Retail industry Subjects: Consumer marketing. is faced with the question of how to respond to a major change in the warranty policy and philosophy of its major competitor--General Motors. Flying J. (591036). Jha. by Melvyn A. Food. Walter J. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11. are facing increasing costs of doing business. Geographic Setting: Moscow. Quelch 589001 Title: Ford Motor Co.Marketing 508074 Title: Flying J Author(s): Deshpande. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing. Health. has entered the Russian food retailing industry. General Motors.. Nonprofit marketing. by Melvyn A. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382. Marketing strategy. Geographic Setting: United States Industry Setting: Food industry. Industry Setting: Automotive industry Subjects: Automobiles. which. "Support Communications--And Don't Stop at the Top.4 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 C0204E Title: Focus on the Benefits Author(s): Sandberg. Merchandising.7 billion revenues Subjects: Automobiles. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch. in response to a sharp drop in its market share. Starr. Sharp. they have to be done right. Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin." Subjects: Management communication.

Gerald. Customer Service Department • 60 Harvard Way • Boston. illustrates how to construct forecasts when early sales data are available via data-driven forecasting models. Zaltman. (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. 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. however. evaluate different opinions. Brand management. Stephen Publication Date: 05/01/2004 Product Type: Harvard Business Review Article Abstract: Companies struggling to rejuvenate tired brands may want to look east. Based on Plymouth Rubber Co. Automobiles. the popularity of purchasing a Windstar had declined with a competitive minivan market. (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking. May be used with: (505075) Note on Innovation Diffusion: Rogers' Five Factors. by Robert J. Product class. Vulnerability. Product life cycle. and Well-Being Affects Consumer Thinking. Brand management. it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. David J. looking across products allows one to pick up on things that get lost in discussing a single product. Fisher. 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. (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit. Satish Jha Year New: 2004 505062 Title: Forecasting the Adoption of a New Product Author(s): Ofek. and provide advance warning signals. Marketcommunication models greatly improve product life code models because they quantitatively measure the influences on sales. (4460BC) Control: How the Sense of Mastery. Marketing strategy Length: 1p Year New: 2004 4453BC Title: Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities Author(s): Zaltman. Product management Length: 10p 580141 Title: Fortress Rubber Co. Yuspeh.. (803A05). and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. Mancuso JR Publication Date: 05/08/1980 Product Type: Case (Field) Abstract: Describes process of psychological assessment in selecting salesmen. The possible variations are so unpredictable that the most effective system employs unique information systems for each product.--one of the "Big Three" automobile manufacturers in North America. products do not develop along the traditional stages. Canada. and several product recalls.. Nariman K. 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. John T. psychological. Subjects: NO SUBJECTS(KEYWORDS) Length: 21p List Price: $6. 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. Marketing mixes. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image. Importantly. it's helpful to compare and contrast diffusion across these products. quality problems. Nissan. and Other Boundaries Affect Consumer Thinking. Focuses on four innovative products from different domains. Subjects: Brands. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Exclusion. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion. 07/02/11 152 Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: This chapter introduces some of the social. its accuracy and empirical basis are both questionable. Dull. Innovation. Provides a detailed example of how to use the Bass model to forecast demand for satellite radio. Finally. Geographic Setting: Canada Industry Setting: Transportation industry Company Size: large Subjects: Advertising. product form. Sharp. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Present. Consumer marketing. and it serves as an indicator of the short-term success of strategy. SoBe beverages.95 Year New: 2007 502045 Title: Four Products: Predicting Diffusion Author(s): Gourville. (4457BC) Container: How Inclusion. (4454BC) Balance: How Justice. Product management. Subjects: Forecasting. Since the Windstar's launch in the early 1990s. Sales management Length: 10p F0405B Title: Found in Translation Author(s): Nunes. Marketing planning Length: 17p 76104 Title: Forget the Product Life Cycle Concept Author(s): Dhalla. In many cases. During the past few years. Paul F. Geographic Setting: Massachusetts Industry Setting: Rubber industry Company Size: mid-size Gross Revenues: $60 million annual sales Subjects: Personnel management. and the Interplay of Elements Affect Consumer Thinking. Geographic Setting: Asia Subjects: Asia. and others are exploiting Westerners' fascination with products that are--or merely seem--Asian. Transportation Length: 25p Supplementary Materials: Teaching Note. Also covers ways to incorporate marketing mix variables and competition and explores the impact of these factors on the adoption and diffusion of an innovation.Marketing Abstract: Ford of Canada is a division of the Ford Motor Co. making one product a star and another a dog.. Marketing strategy. physical. (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking. the recession. Equilibrium. Derek A. Author(s): Newton. (4456BC) Journey: How the Meeting of Past. An effective model predicts sales drops and rises. 7p. and brand are the three stages of PLC. the model has little validity for brand life cycles. and Future Affects Consumer Thinking. (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking. Personnel selection. Although one can speculate on the scope and rate of diffusion for each of these products independently.

Spanish Version Author(s): Rangan. Publication Date: 01/01/1981 Revision Date: 01/10/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Mr. 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. By creating an electronic bidding platform. marketing manager for over-the-counter products at the drug company of Frank W. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. Subjects: Consumer behavior. 2) divide total industry demand into segments. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: The essence of the information technology revolution and. in particular. Although one can speculate on the scope and rate of diffusion for each of these products independently. The web allows companies to build better relationships with customers than has been previously possible in the offline world. Geographic Setting: United States Industry Setting: Industrial goods Customer Service Department • 60 Harvard Way • Boston. analysis of the database. of Montreal. Marketing mixes. John F. Economic analysis. deep listening. Here are the four steps to creating one: 1) define the market. But current research suggests what many managers have long known: all too often. and new metrics necessary for evaluating the CRM effort. Market analysis. 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. when applied to the forehead. relationship marketing. McLoughlin wondered whether he could improve sales by investing in television advertising. Consumer marketing. customer selection. Information technology. Some companies--and even whole industries-have learned the hard way that a product's historical demand curve doesn't necessarily predict future demand. (504043). Internet. an approach that had not been used during the initial promotional campaign. Focuses on the elements of the marketing mix and the impact of the legal system on marketing decisions. it's helpful to compare and contrast diffusion across these products. is planning his 1978-79 communications strategy for Fevertest. Described by McLoughlin as "our first real consumer-type promotion. 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. Forecasting. Marketing strategy. Market segmentation Length: 7p U9809B Title: The Fourfold Path to Figuring Out What Your Customers Really Want Author(s): Billington. Public policy Length: 28p 81A007 Title: Frank W. F. Importantly. John T. Product introduction. Nimble marketing minds have learned how to glean insight into customer behavior despite the inherent unpredictability. Market research Length: 3p List Price: $4. Horner Ltd. V. This article develops a comprehensive CRM model incorporating seven phases: database creation. Industry analysis. and a nuanced appreciation for the various contexts in which customers may use products." Fevertest consisted of a thin plastic strip which. privacy issues. An accurate total market demand forecast can yield clues about future product performance.50 CMR209 Title: A Framework for Customer Relationship Management Author(s): Winer. 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. Subjects: Customer relations. Why are customers so difficult to figure out? Is market research no more reliable than reading tea leaves? Not exactly. 12p. Subjects: Legal aspects of business. However. John A. Marketing information systems. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion. 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.Marketing Subjects: Demand analysis. as well as a Zen-like watchfulness. Just going through this process can help managers better understand the real world in which they operate. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 88401 Title: Four Steps to Forecast Total Market Demand Author(s): Barnett. the intent to purchase does not translate into an actual purchase. Gourville 506050 Title: Four Products: Predicting Diffusion (2006) Author(s): Gourville. making one product a star and another a dog. by John T. indicated whether or not an individual had a fever. Electronic commerce. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Pharmaceuticals Length: 21p 502S16 Title: FreeMarkets OnLine. Subjects: Corporate strategy. and 4) assess the risks to the forecast and decide which assumptions are most critical to success. the company has been able to cut down procurement costs by about 15%. Innovation. Geographic Setting: Quebec Industry Setting: Chemical industry Company Size: mid-size Subjects: Advertising. Author(s): Quelch. Russell S. a problem is that CRM means different things to different people. customer targeting. The case question concerns how this company should now go to scale. It requires keen powers of observation. Focuses on four innovative products from different domains. Models. Market research. Also discusses the implications of CRM for future marketing organizations. Demand analysis. Peter McLoughlin. Canada. Horner Ltd. looking across products allows one to pick up on things that get lost in discussing a single product. the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. 3) find out what drives demand in each segment and project how those drivers might change. World Wide Web 07/02/11 Length: 18p 153 584083 Title: Framework for Focusing on Legal Aspects of Marketing Author(s): Cady. Technology Length: 9p Supplementary Materials: Teaching Note. Marketing management.

Marketing strategy. In 2005.000 Gross Revenues: $1 billion revenues Subjects: Demand analysis. 9p. Chuck Porter-Shirley. the leading U. (599130). TX Industry Setting: Snack food industry Gross Revenues: $1. Direct marketing. Industrial markets. Marketing implementation Length: 24p Supplementary Materials: Teaching Customer Service Department • 60 Harvard Way • Boston. (A) Author(s): Bonoma. New England. Retail industry Number of Employees: 4. Electronic commerce. beef industry. a leading U. Marketing mixes. Thomas V. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity. and team marketing and fan-building in general. ME Industry Setting: Catalog industry. Industrial goods.. the ballpark's character. or it may be taught as the first case in the Frito-Lay series (C) and (D). Concludes with a day in the truck with an FLI driver-salesperson. Market research. and vice president of marketing and sales give differing accounts of what makes Frito-Lay. Mary. Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing. Japan. 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 V. Ray A. Will the introduction of highquality. Sports Length: 10p 577062 Title: Friendly Ice Cream Corp. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. Industry analysis. Bean. Industrial markets. Knoop. to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. The program is described in the context of the team's on-the-field performance. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations. Inc.'s advertising campaign. Electronic commerce. the company has been able to cut down procurement costs by about 15%.S. Industrial goods. Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser. The (A) case may be used alone as an inquiry into marketing excellence. proposes extension of a Friendly Ice Cream Corp. Friona is partnering with Cargill. V.Marketing Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. (502087).. 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. Management philosophy. Stephen A. By creating an electronic bidding platform. meatpacker. Purchasing Length: 20p Supplementary Materials: Teaching Note. Weber. James B. (FLI) excel at marketing. Marketing strategy. 9p. The case question concerns how this company should now go to scale. Robert D. Marketing strategy.: Advertising Strategy for New England Author(s): Buzzell. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president. Fast food industry. executive vice president. has a history of leadership in the highly fragmented and often contentious U. FLI's position in it. Geographic Setting: Dallas.L. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns. Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan. Public relations. a unit of L. Fast food industry. 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. Retailing Length: 27p Supplementary Materials: Teaching Note. Geographic Setting: Freeport. within the framework of team economics. Friona has established relationships up and down the beef production chain to provide high-quality. 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.3 billion sales Subjects: Food. Shelman. Customer relations. founded in 1998 to sell women's clothing by catalog. Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries. and the company's market methods. cattle feedlot operator. reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Inc. 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.S. Overviews the snack industry. Consumer marketing. 07/02/11 154 Advertising media. The revenue implications of increased customer satisfaction are also raised. and projected profits did not materialize. Includes color exhibits. 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. Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg. International marketing. 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.S. First-year sales were far below plan. Growth strategy.S. Rajiv. consistently tender beef that consumer's value. Service management.

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

orchestrates on behalf of the organization exterior and interior factors. but also cannibalize sales of its existing cassette products. strategic orientation.95 Year New: 2005 F00204 Title: From Managing Pills to Managing Brands Author(s): Corstjens. Ulrich E.S. Pharmaceuticals industry Length: 2p 2661BC Title: From Market Segments to Strategic Segments Author(s): Kumar. companies confuse marketing effectiveness with sales effectiveness. and operational efficiency. price. Publication Date: 05/03/1976 07/02/11 156 Product Type: Case (Field) Abstract: Management has to decide what action to take for a new audio tape cassette. (2548BC) The Marketing Mix. Marketing strategy. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability. Japan. Conflict. and assets to increase profit margin. This dual consideration can be compared with what one might encounter at a high-tech company. Interdepartmental relations. Potentially. 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). Consumer marketing.95 Year New: 2005 253XBC Title: From Marketing as a Function to Marketing as a Transformational Engine Author(s): Kumar. Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter emphasizes that although the marketing function in organizations has declined. Benson P. (2718BC) Managing Customer Retention. Philip Publication Date: 11/01/1977 Product Type: Harvard Business Review Article Abstract: U. Pricing. This chapter proposes a "three Vs" approach--valued customer. Marketing strategy. the next step is building the value network--the crossfunctional orchestration of activities that use the firm's individual competences. (267XBC) From Brand Acquisitions to Brand Rationalization. Management has to decide how best to position the new product in terms of price. to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics-the traditional "four Ps" of product. and value network--to help firms realize organizationwide strengths that better leverage products and services. (2750BC) Market Research: Listen and Learn. Nonprofit organizations Customer Service Department • 60 Harvard Way • Boston. adequate marketing information. Ltd. the new product could not only significantly improve the company's competitive position in the tape cassette market. The resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness. Organizational structure Length: 14p 86613 Title: Fund-Raising Lessons from HighTech Marketing Author(s): Riggs. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine. (2696BC) From Branded Bulldozers to Global Distribution Partners. value proposition. Industry Setting: Pharmaceutical industry Subjects: Brand management. (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. Carpenter. and promotion--marketers must start driving overall strategic change. (2750BC) Market Research: Listen and Learn. (2696BC) From Branded Bulldozers to Global Distribution Partners. Marie Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: Data show that the top-selling drugs today are not the products of breakthrough science. Subjects: High technology products. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 .Marketing SUBJECTS(KEYWORDS) Length: 32p List Price: $6. The fund raiser. 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. Subjects: Marketing management. Executives determine whether an organization understands and practices marketing by conducting a marketing effectiveness audit. (270XBC) Managing Customer Acquisitions. Product introduction. Subjects: Careers & career planning. (2726BC) Enhancing Customer Equity Through Add-On Selling. However. That's why drug companies need to learn the lessons of marketing that consumer-goods manufacturers know so well. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6. 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. (2688BC) From Declining to Growing Distribution Channels. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6. (2718BC) Managing Customer Retention. Sales management Length: 8p 576214 Title: Fuji Photo Film Co. but it is also important to understand the reasons why people give. (267XBC) From Brand Acquisitions to Brand Rationalization. May be used with: (2548BC) The Marketing Mix. Publication Date: 11/01/1986 Product Type: Harvard Business Review Article Abstract: The needs of the institution come first in fund raising. Marcel. A bibliography is provided. the need for marketing has never been greater. in this sense. processes. (2661BC) From Market Segments to Strategic Segments. Author(s): Wiechmann. The note is managerial rather than scholarly in tone. Geographic Setting: Japan Industry Setting: Electronics industry Company Size: large Gross Revenues: $500 million sales Subjects: Diversification. place. The audit rates marketing effectiveness in each of five major functions: customer philosophy.95 Year New: 2005 77605 Title: From Sales Obsession to Marketing Effectiveness Author(s): Kotler. Henry E. Corporate culture. Product lines Length: 16p 587122 Title: Functional Integration: Getting All the Troops to Work Together Author(s): Shapiro. integrated marketing organization. (2726BC) Enhancing Customer Equity Through Add-On Selling. (270XBC) Managing Customer Acquisitions. Entertainment industry.

MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . which had previously approved the PM product. Eight other commentators from the busness world. Values Length: 272p List Price: $39. and government also offer insights. the Bureau of Alcohol. environmentally friendly vehicle and the consumer behavior surrounding purchase of those vehicles. No longer can firms autonomously create value. Tzou. the leading global direct-sales cosmetics company. Isabella Publication Date: 05/26/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 9 April 2005. Chan. Neither is value embedded in products and services per se. Product development. Venkat Ramaswamy is the Michael R. Zhigang Tao. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies. Venkatram Publication Date: 12/15/2003 Product Type: HBS Press Book Abstract: In this visionary book. initiated a Customer Service Department • 60 Harvard Way • Boston. Prahalad and Venkat Ramaswamy explore why. minority advocates and alcohol foes quickly assailed the company for targeting lower-income. and Firearms (BATF). Subjects: Competitive decision making. David.Marketing Length: 3p HKU705 Title: Future of Avon's China: Direct Sales. Marketing strategy Length: 13p 592017 Title: G. Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste. Dongya. His research focuses on new frontiers in co-creating value. hybrid electric vehicles. 8p. Heileman Brewing Co. Looks at the pressures on the automotive industry to produce a commercially viable. for over twenty years.95 NEW 502025 Title: The Future of Hybrid Electric Vehicles Author(s): Gourville. by John T. academia. Schille. Presents the questions of whether and why hybrid electric vehicles will succeed where other alternative-fuel vehicles have failed. ubiquitous connectivity and globalization. Heileman announced plans to introduce a highalcohol malt liquor under the name PowerMaster (PM). especially given that the demand for cosmetics in China had skyrocketed in the past decades. (A): Power Failure at PowerMaster Author(s): Greyser. Market research. Retail Sales or Both Author(s): Li.. As a result. infrastructure. Subjects: Market segmentation. Increasingly. introduced by conference chairman John Deighton. the traditional sales model had proved to be very successful in China. Avon had successfully adopted the traditional sales model of boutique and counter stores. This provided Avon a rare opportunity to expand its business. Competing for the Future. Consumer behavior. His research. companies still can't satisfy customers and sustain profitable growth. Marketing strategy. Zhigang. Commentator Martin Levin of Microsoft Corp. for example. Avon. Consumer marketing. individual customers interact with a network of firms and consumer communities to cocreate value. K. 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. stresses the importance of making sure a company's use of the Web is appropriate. In this emerging opportunity space. Geographic Setting: United States Industry Setting: Automotive industry Subjects: Automobiles. K. the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. Ramaswamy. how will it manifest itself? What will interactive marketing look like. the evolving role of the consumer from passive recipient to active co-creator of value. Prahalad is the Harvey C. Marketing planning. and what will it mean for customers and for companies? Those were some of the questions explored in May 1996 at the Harvard Business School Conference on the Future of Interactive Marketing. and governance capabilities that will be required for competing on experiences and co-creating unique value. Products are but an artifact around which compelling individual experiences are created. HBR's Perspectives. C. Marketing strategy Length: 23p Supplementary Materials: Teaching 07/02/11 Note. Alice Publication Date: 02/01/2002 Revision Date: 04/16/2002 Product Type: Case (Library) Abstract: Set in 2002. organizational. this case looks at the potential for hybrid electric vehicles in the United States... gained exclusive rights from the Chinese government to test the directselling model in China. Since China banned the direct sales model in 1998. Lane. by Dongya Li. (504006). 13p. Marketing implementation. Richard Tedlow of the Harvard Business School takes a skeptical stance with regard to the often dazzling claims made for high-tech interactivity. This book presents a detailed view of the new functional. despite unbounded opportunities for innovation. C. (HKU706). Patrick Barwise of London Business School discusses security issues. as a consequence. Tao. Customer relations. John T. Fruehauf Professor of Business Administration at the University of Michigan Business School and co-author of the landmark best seller. Innovation. and. These personalized co-creation experiences are the source of unique value for consumers and companies alike. Isabella Chan Year New: 2007 9535 Title: The Future of Competition: CoCreating Unique Value with Customers Author(s): Prahalad. Tobacco. Managers need a new framework for value creation. K. 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. capture some of the highlights of the discussions. inner-city black consumers. Although the direct sales model had worked well for Avon in almost all other markets in the world. Marketing management. Stephen A. Traces efforts over the years to produce electric vehicles. Stephen Haeckel of IBM's Advanced Business Institute notes that surprises are fundamental to progress in exploiting interactive technology. and Mary Kay Hallman Fellow of Electronic Business and Professor of Marketing at the University of Michigan Business School. Wendy Publication Date: 09/01/1991 Revision Date: 12/11/1991 Product Type: Case (Library) Abstract: In June 1991. companies must build new strategic capital--a new theory on how to compete.. and fuel-cell vehicles. has consistently focused on "next" practices. C. In the wake of protests.

the Hasbro toy company's brand manager for G. Under consideration were three different ways to market the military action figure: use traditional media: supplement traditional media with a short. Pricing Length: 30p Customer Service Department • 60 Harvard Way • Boston. Product positioning. Five months into the twelve-month test the product manager wants to introduce the product. Heileman Brewing Co. Searle & Co. Regulated industries Length: 6p Supplementary Materials: Teaching Note. Consumer behavior. JOE brand. and how to measure different contracts. animated DVD. Food.I. Pricing policy can still be adapted.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. Ethics. by Mary Gentile 585010 Title: G. (586023) G. Pricing Length: 21p 505030 Title: G. (A): Power Failure at PowerMaster. by Mary Gentile 592018 Title: G. by Gail McGovern 582045 Title: GCC Beverages.D. The case encompasses both target marketing and ethical issues.D. Equal has been introduced nationwide. Pricing. which is completely dominated by the Anheuser-Busch companies? Geographic Setting: United States Industry Setting: Beer Company Size: large Subjects: Advertising. Heileman Brewing Co. Economic analysis.I. Industry Setting: Advertising industry. increasingly saturated market. Geographic Setting: Chicago.D.: Equal Low-Calorie Sweetener (B). Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. The focus of the additional testing is on promotion response--display. (586023) G. Gail Publication Date: 09/20/2004 Revision Date: 03/08/2007 Product Type: Color Case Abstract: In the winter of 2003. Searle & Co. Objectives are to show: role of contracts in lessening uncertainty of price in a volatile market. 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. Regulated industries Length: 3p Supplementary Materials: Teaching Note. Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Shortly after.: Equal LowCalorie Sweetener (A) Author(s): Clarke. (596037).: Equal LowCalorie Sweetener (C) Author(s): Clarke.. (506012). Searle & Co. (C): Public Controversy Over PowerMaster Author(s): Greyser. A BehaviorScan test was begun to obtain this information. Geographic Setting: Chicago. Test markets Length: 26p 586023 Title: G. Food. JOE and Hasbro brands? Should he market G. Ray A. Marketing strategy. Greyser.: Equal LowCalorie Sweetener (B) Author(s): Clarke. Food. Geographic Setting: Massachusetts Industry Setting: Bottling & distribution industry Gross Revenues: $400 million revenues Subjects: Beverages.D. Inc. Consumer behavior. Wendy Schille. Author(s): Goldberg. (B): The "Nightline" Decision Author(s): Greyser. Pricing. Product life cycle. In evaluating these options. by Stephen A.D. Ethics. Geographic Setting: Chicago.D. 15p. Teaching Note. Heileman Brewing Co. 6p. Advertising still shows no measurable effect on Equal's sales. Brands. Darrel G. Contracts. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Regulated industries Length: 12p Supplementary Materials: Supplement (Library). (596037). (585011) G.: Equal Low-Calorie Sweetener (B). Darrel G. Billy Lagor. Darrel G.I. Searle & Co. (596037). Consumer marketing. Lagor grappled with a more basic question: What is the nature of the G. feature. Schille. 5p. Toy industry Length: 21p Supplementary Materials: Teaching Note. Ethics. IL Industry Setting: Food industry Subjects: Advertising. May be used with: (585010) G. Beverages. Consumer marketing. influences on pricing of corn and sugar.I. Test markets Length: 23p 585011 Title: G.. When finally approved it had a great cost disadvantage over existing competition. Geographic Setting: Providence. Economic analysis.: Equal Low-Calorie Sweetener (A). Regulated industries Subjects: Advertising. JOE as a short-term fad or as a marquee property akin to the Barbie franchise? Includes color exhibits. IL Industry Setting: Consumer products Company Size: large Subjects: Advertising. Supplement (Library). 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. New product marketing. by Stephen A. Diversity.: Equal Low-Calorie Sweetener (C).I. IL Industry Setting: Food industry Subjects: Advertising. faced a set of decisions that would ultimately determine the 2004 marketing plan for the G. Consumer behavior. (592018). Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Twelve months into the BehaviorScan test. Searle & Co. Searle & Co. Designed as an in-class handout. JOE. (A): Power Failure at PowerMaster. How should the marketing policy be adjusted? Should the BehaviorScan test be extended? May be used with: (585010) G. by Mary Gentile 592049 Title: G. Consumer marketing. Heileman Brewing Co. Pricing and advertising policy and the source of business were critical issues in planning the introduction. Stephen A. Searle & Co.D. Beverages. Greyser. BATF requested that Heileman remove the word "power" from PM's label. Diversity.. Industry Setting: Advertising industry.: Equal Low-Calorie Sweetener (C). (592049). Diversity. Must be used with: (592017) G. Searle & Co.: Equal LowCalorie Sweetener (A). Heileman cancelled plans to launch the product. Beverages. 07/02/11 158 and coupon. Schille. Must be used with: (592017) G. Economic analysis. Searle & Co. New product marketing.D. 5p. 5p. RI Industry Setting: Toy industry Subjects: Brand management. Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Equal low calorie sweetener was held up eight years awaiting FDA approval. 3p. Illustrates a problem faced by many American brewers: How can these companies increase beer sales in a slow-growing. or rely entirely on nontraditional marketing. Stephen A. Wendy Schille. JOE: Marketing an Icon Author(s): McGovern.D. Regulated industries Subjects: Advertising. May be used with: (585011) G. Market research.

competition. They would put relentless pressure on retailers and would press for greater discounts. what was GLOBALGAP's role outside of Europe. Laidler.. When the company had saturated that geographical market. Lee. tea. United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice. products. some only entertained tuangou that had been pre-arranged and/or preregistered. or group purchase. and aquaculture. Geographic Setting: New York.. Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell. its CEO decided to invade Mexico. livestock. Food supply industry. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. Argentina. Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker. Shelman. had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China. Forestry. consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. Pharmaceuticals. indicates other and potential consumer antacids. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . founded by Wong Kwongyu. Benjamin. Agriculture industry. and Poland. John A. 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. 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. the GLOBALGAP standard had expanded to cover coffee. Some yielded to the pressure and offered greater discounts. Richard L. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. (HKU616). 7p. 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. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger. progress on crosssilo issues will be slow. NY Industry Setting: Consumer products. In 2006. Shows how the company used these market insights to segment the market along different lines than its competitors. while others refused to give in and maintained a fixed-price policy. and margins. and generally reviews recent changes in FDA and consumer attitudes on drugs. Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3.Marketing 189118 Title: GI Wars: Tums vs. Explores the differences and similarities between the countries in terms of consumers. Marketing strategy. Its success stemmed from its low-margin. Without mutual respect. Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy. Spanish Version Author(s): Quelch. GOME faced the new challenge of tuangou. By 2008. In order to amass bargaining power to demand discounts from retailers. It was up to GOME to determine how best it could deal with this new phenomenon. Over 90. without an atmosphere where silos include or seek out the CMO's team. sauces. including: should GAP include environmental and social aspects beyond food safety. Regina E. by Benjamin Yen. Industry Setting: Agribusiness. 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. but most of the growth was captured by its primary competitor. GLOBALGAP's board and management were discussing a number of questions. Clayton M. Teaching Customer Service Department • 60 Harvard Way • Boston. 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. The case reviews the brand strategies for both Tums and Rolaids.. 07/02/11 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6. David E. Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME. with 259 traditional stores and 4 digital stores by 2006. 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. which was complemented by its striving for service quality and innovation. 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.95 159 605072 Title: Gallardo's Goes to Mexico Author(s): Christensen. and seasonings for Latin American dishes--were sold primarily in the southwestern United States. high-volume strategy. and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. Gallardo's products and advertisements ended up spurring significant growth in the market.5 billion sales Subjects: Competition. Benedict. Looking ahead. 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. Gallardo's is a privately held firm whose products-salsas.000 producers in 87 countries had been certified. This chapter introduces five routes to gaining credibility and buy-in for initiatives. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note. 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.

Consumer goods. Inc.5 billion revenues Subjects: Advertising. a producer and marketer of veggie burgers and meat alternative products. Food & beverage industries. Poland Industry Setting: Agribusiness Subjects: Agribusiness.5 billion revenues Subjects: Advertising. and creating broad consumer awareness and trial. expanding into other meat alternatives). International marketing. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. expanding into other meat alternatives). Marketing strategy Length: 21p Year New: 2004 M305B Title: Gardenburger Advertising Strategy (B) Author(s): Grier. International marketing.Marketing Purpose: Analysis of three different markets and transferability from different geographic markets of marketing mix variables. Stephen A. Consumer products. Frozen food industry Number of Employees: 70 Subjects: Advertising. Business history. Food. Growth strategy. he had wanted to create a rapidly growing. off-invoice promotions with distributors. (594096). Food industry Subjects: Advertising. May be used with: (M305B) Gardenburger Advertising Strategy (B). he had wanted to create a rapidly growing. CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. Video (DVD) Author(s): Deighton. Poland Industry Setting: Agribusiness Subjects: Agribusiness. 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. Lyle Hubbard. Explores the differences and similarities between the countries in terms of consumers. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . Product lines Length: 31p Supplementary Materials: Teaching Note. in-store sampling. Industry Setting: Advertising industry. in-store sampling. Wylie. innovating with flavor variety (but generally focusing on the veggie patty vs. Brands. Geographic Setting: San Francisco. Sales promotions Length: 28p 503S42 Title: The Gap. Brand management. products. May be used with: (M305A) Gardenburger Advertising Strategy (A). Spanish Version Author(s): Salmon. Entrepreneurship. Walter J. 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. Advertising strategy. Quelch 577088 Title: Gant Shirtmakers Author(s): Greyser. by John A. by David E. and creating broad consumer awareness and trial. Retailing. CEO of Gardenburger. Retailing Length: 34p Supplementary Materials: Teaching Note. Geographic Setting: Italy. off-invoice promotions with distributors. NY Industry Setting: Apparel industry Company Size: small Gross Revenues: $27 million sales Subjects: Advertising. Argentina. Lyle Hubbard. John A. Bell M305A Title: Gardenburger Advertising Strategy (A) Author(s): Grier.. Consumer goods. OR Industry Setting: Consumer products. competition. a producer and marketer of veggie burgers and meat alternative products. trade shows. Food. Argentina. Geographic Setting: Italy. Walter J. 07/02/11 160 Geographic Setting: Portland. Clothing. A secondary issue is the use of the Gant brand name to merchandise boys' wear and a new line of ladies' sportswear. Laidler. Brands. Sonya. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). Sonya.: Building a Brand Author(s): Salmon.. Brand management. Chang. had called together his executive team to discuss Gardenburger's advertising strategy. When Hubbard arrived at Gardenburger. and radio advertising. He believed that key to achieving this strategy was establishing national distribution in the largest channel. Advertising media. 8p. Entrepreneurship. had called together his executive team to discuss Gardenburger's advertising strategy. Argentina. Advertising campaigns. Advertising campaigns. Advertising media. and Poland. innovating with flavor variety (but generally focusing on the veggie patty vs. Geographic Setting: New York.. the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996). Clothing. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997. Growth strategy. CEO of Gardenburger. (594040). CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2. Chang. Marketing strategy Length: 26p Year New: 2004 506709 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards. 7p. When Hubbard arrived at Gardenburger. Brands. Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997. A specific decision must be made regarding cooperative advertising dollars. Business history. Retailing Length: 34p 593043 Title: The Gap. Clothing. and radio advertising. highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. Product lines Length: 34p 593018 Title: Gallo Rice Author(s): Quelch. Marketing strategy. Robert F. Geographic Setting: San Francisco. Advertising strategy. John Publication Date: 02/01/2006 Customer Service Department • 60 Harvard Way • Boston. which until then had consisted mainly of print ads in food service trade publications.: Building a Brand. He believed that key to achieving this strategy was establishing national distribution in the largest channel.. Inc. and margins. trade shows. Wylie. 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. which until then had consisted mainly of print ads in food service trade publications. David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: LACC Case Abstract: Explores the circumstances under which a specialty store chain can profitably engage in large-scale nonprice advertising. Young.

Moreover. Inc. flavors. MA 02163-1001 ORDER TOLL FREE 1 • 800 • 545 • 7685 . their demand for PCB test equipment had stagnated.. 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. 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 -. (595067). pack-sizes. Distribution. Another important issue in approaching the decision is a definition of the market opportunity. Inc. due to advances in integrated circuit (i. Marketing strategy. Direct entrants reduce or avoid barriers by taking one of two strategic approaches: 1) reducing barriers by employing the same competitive strategy as incumbents. The entrant faces six major classes of barriers: 1) economies of scale. has been asked to develop a proposal for the possible introduction of Gatorade into Canada in 1986. electronic manufacturers.. Competition among industry players. Director of Strategic Marketing and Business Development. High technology products. as a result. Marketing planning. As GenRad's key customers. 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. Robert F. faced tough times in their own markets. Their particular focus is on the relative roles of national advertising and dealer co-op Customer Service Department • 60 Harvard Way • Boston.--1990 (B): The VXIbus Standard Author(s): Shapiro. Industrial markets. and culture that reflect a strong technology orientation. Market definition. must decide between two radically different product development plans to offer products that incorporate a new industry standard instrumentation bus. This case focuses on decisions regarding channels. Inc. Market definition. Raphael R. Carty. Kasturi Rangan 593005 Title: GenRad. 3) absolute cost. 10p. 5) capital requirement. Marketing strategy. He must develop a complete marketing and financial proposal. Strategic market planning. Market segmentation. Bandiera. Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: A study of 793 U. Canada. MA Industry Setting: Electronic test & measurement Company Size: mid-size 07/02/11 161 Number of Employees: 1. Kennedy 592045 Title: GenRad. Industrial markets. Implementation. PCB testing requirements had become more complex at a time when customers were seeking lower-cost testing solutions. Pricing strategy Length: 13p Supplementary Materials: Teaching Note. U. John R..S.Marketing Product Type: Case Video. or 2) avoiding barriers by using a different strategy altogether.S. by John R. 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. Implementation.869 Gross Revenues: $188. forecast market outcomes.--1990 (A): At a Crossroads in Electronic Test Author(s): Shapiro. Strategic market planning. 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. 2) product differentiation. Publication Date: 06/30/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Carole Prest. Market segmentation. and forecast cash flows. Marketing management. 4) access to distribution.9 million 1989 revenues Subjects: Competition.e. Strategy formulation Length: 29p Supplementary Materials: Teaching Note. Product management Length: 7p 87A001 Title: Gatorade Author(s): Kennedy. Must be used with: (502011) Harrah's Entertainment. new business development officer for Quaker Oats Canada Ltd.is more of an opportunity or threat to GenRad's core business of proprietary PCB automatic test equipment (ATE) systems. Subjects: Market share. Geographic Setting: Ontario Industry Setting: Beverage industry Company Size: large Subjects: Beverages. by V. Raphael R.: Appliance Division Advertising Author(s): Greyser. Paul Publication Date: 01/01/1987 Revision Date: 08/06/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Yves Lafortune. Strategy formulation Length: 27p 581095 Title: General Electric Co. 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. Video (VHS) Author(s): Deighton. trade and company margins. DVD Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy.--1990 (B): The VXIbus Standard. Anderson must work within the context of organizational structure.. George S. Benson P. Inc.--1990 (A): At a Crossroads in Electronic Test. In implementing changes to GenRad's product strategy. 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. 13p. (887A01). Publication Date: 10/23/1991 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Bob Anderson.. Geographic Setting: Concord. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min List Price: $150.00 Year New: 2006 82512 Title: Gateways to Entry Author(s): Yip. pack-types. Stephen A. Carty. systems. Inc. May be used with: (592045) GenRad. IC or "chip") design. retail pricing. Benson P. Geographic Setting: Concord. Must be used with: (502011) Harrah's Entertainment. MA Industry Setting: Electronic test & measurement Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Competition. Young. CEO of GenRad. must lead his team in rethinking GenRad's product strategy to respond to massive change in the printed circuit board (PCB) test equipment industry. and 6) incumbent reaction. High technology products.

P. 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. 27p. John E. John A. Cady 587157 Title: General Electric Co. Must be used with: (582031) General Electric Co. by E. promotion. Product lines Length: 22p Supplementary Materials: Teaching Note. by John A.. (586162). John A.: Clock and Timer Market Strategy Author(s): Cady. (582151).Marketing advertising. Bates 07/02/11 162 585054 Title: General Electric Co. (585009). Marketing management. Six new models are scheduled for introduction including GE's first Permatuf C dishwashers and three secondgeneration electronic machines. 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. E. Distribution. (588008). Multinational corporations. Hunker J Publication Date: 08/28/1981 Revision Date: 05/21/1984 Product Type: Case (Field) Abstract: Describes the decision context facing General Electric Housewares and Audio business management concerning their future participation in the $123 million clock and timer market. Teaching Note. Collins NA Publication Date: 03/04/1985 Revision Date: 01/22/1986 Product Type: Case (Field) Abstract: The manager of dishwasher marketing planning i