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Main Catalogs   Accounting Business Communication Business Law Economics Finance Insurance and Real Estate Management Information Systems Management and Organization Marketing Operations and Decision Sciences      Special Catalogs     Case Studies Text Chapters Mapped to Specific Cases How to Build a Book: Select Content Review & Arrange Personalize Request a Copy Keyword    Title, Author, Case #, Etc. ALEKS Homework Manager Discover Econ   Learning Solutions Group     CaseLink for Peter-Olson: Consumer Behavior and Marketing Strategy, Eighth Edition To include an item in your complimentary custom book, click the item's Add link. If there is a View link next to an item, you can view the pages by clicking on the link. To review the list of items you have selected so far, click on the word Review in the progress bar above.    Front Matter   Add   View  4 pp.  Preface    I. A Perspective on Consumer Behavior   Add   View  1 pp.  Introduction   Add   View  18 pp.  1. Introduction to Consumer Behavior and Marketing Strategy   Add   View  21 pp.  Case — WingspanBank.com Sucher, Sandra; Galvin, Daniel Describes the new product development process for WingspanBank.com, an Internet-only financial services infomediary created by a team from Bank One’s First USA division. The creation of the bank is described from concept development to pre-launch decision-making. Rich detail is provided for analysis about the processes and managerial decisions that allowed the bank to be created in roughly 120 days through a team of 30 vendors. In addition, the concept of an ‘infomediary' is introduced. The case's decision point requires students to make trade-offs between speed (the desire to achieve first-mover advantage in on-line banking), and reliability and completeness of concept. Teaching Purpose: Teaches students about very rapid development of an Internet start-up in the context of an established firm with a particular focus on the details of implementation. HBS Number: 9-600-035 Type: Case (Field) Publication Date: 10/14/1999 Revision Date: 12/6/1999 Geographic Setting: Wilmington, DE Industry Setting: financial services Event Year Start: 1999 Event Year End: 1999 Subjects: Banking; Financial services; Internet   Add   View  23 pp.  Case — Sendwine.com Eisenmann, Thomas; Ess, Charmaine; O’Hara, Ann Sendwine.com, an online retailer of premium gifts of wine by the bottle, faced decisions about its growth strategy in mid-1999. Mike Lannon, president and founder, had established his company as a prominent player in an increasingly crowded field. But with success came a difficult choice: How should Sendwine.com spend the venture capital money it subsequently had attracted? Should the company consolidate its niche position in wine gift-giving? Or should it aggressively expand into new gift-giving categories under the "Send.com" name? Teaching Purpose: To illustrate the strategic and organizational challenges facing an early stage Internet venture, especially the challenge of building consumer trust and the decision about whether to diversify. HBS Number: 9-800-211 Type: Case (Field) Publication Date: 12/3/1999 Geographic Setting: Massachusetts Industry Setting: Internet retailing Number of Employees: 46 Event Year Start: 1999 Event Year End: 1999 Subjects: Beverages; Diversification; Electronic commerce; Entrepreneurial management; Growth strategy; Internet; Service management   Add   View  27 pp.  Case — MEM Co., Inc.: English Leather Cespedes, Frank V.; Goode, Laura In 1992, the president of MEM (a producer of personal care products, including men’s fragrances) is considering a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must be made in the context of strategic decisions concerning English Leather, the firm‘s major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand. Teaching Purpose: A decision-oriented case, MEM is a good vehicle for discussing factors altering marketing and sales tasks at many consumer goods firms. Factors relevant to the decisions in this case include: concentration of key trade channels, revised buying criteria in important channels, and their impact on required marketing-sales interaction at MEM. HBS Number: 9-593-035 Type: Case (Field) Publication Date: 09/28/1992 Revision Date: 07/07/1994 Geographic Setting: United States Industry Setting: personal care products Company Size: mid-size Gross Revenues: $58 million revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Product management; Sales management Supplementary Materials: Teaching Note, (5-593-119), 21p, by Frank V. Cespedes   Add   View  11 pp.  Case — Gillette Safety Razor Division: Blank Cassette Project Star, Stephen H. Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether Gillette can transfer its distinct competence to a new but related market. The problem is compounded by the rapid changes characteristic of a market early in its life cycle. HBS Number: 9-574-058 Type: Case (Field) Publication Date: 01/01/1974 Revision Date: 01/30/1987 Geographic Setting: United States Industry Setting: consumer packaged goods Company Size: Fortune 500 Gross Revenues: $600 million sales Event Year Start: 1970 Event Year End: 1970 Subjects: Consumer goods; Market analysis; Market research; Marketing strategy; Product lines; Sales promotions   Add   View  15 pp.  2. A Framework for Consumer Analysis   Add   View  21 pp.  Case — Granny’s Goodies, Inc. Narayandas, Das; Korman, Kathy The young entrepreneurs of Granny’s Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two found HBS Number: 9-500-049 Type: Case (Field) Publication Date: 11/25/1999 Revision Date: 02/09/2000 Geographic Setting: Unspecified Industry Setting: marketing promotion material Company Size: start-up Number of Employees: 10 Gross Revenues: $2 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Entrepreneurial management; Market segmentation; Marketing strategy   Add   View  29 pp.  Case — Gillette and the Men’s Wet-Shaving Market Lew G. Brown, Jennifer M. Hart As the popularity of disposable razors increases, Gillette managers examine the market competition and consider options for revising Gillette’s marketing strategy. Source: North American Case Research Association, Case Research Journal, Summer 1992, Vol. 12, Issue 2. Copyright 1992. Courses: Consumer Behavior; Marketing; Marketing Management; New Product Development Topics:   Add   View  23 pp.  Case — Callaway Golf Co. Author(s): Lal, Rajiv; Prescott, Edith D. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Product Description: Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Mr. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. Callaway to reconsider the marketing program that had successfully supported the product until now. HBS Number: 9-501-019 Geographic Setting: Carlsbad, CA Industry Setting: Golf Gross Revenues: $800 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Case Video, (9-502-803), 10 min, by John A. Quelch; Case Video, DVD, (9-502-804), 10 min, by John A. Quelch; Teaching Note, (5-501-082), 13p, by Rajiv Lal, Patricia Martone Carrolo   Added   View  36 pp.  Case — Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/28/1994 Revision Date: 01/30/1997 Product Type: Case (Field) Product Description: Nestle Co.’s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division is now considering an extension into the pizza line. This case provides a detailed look at the use of simulated test markets to forecast a new product‘s potential. Teaching Purpose: Intended to provide students with an in-depth understanding of new product forecasting in consumer packaged goods. Also raises the understanding of marketing research in pasta and pizza launch commercials. HBS Number: 9-595-035 Geographic Setting: United States Industry Setting: food Gross Revenues: $150 million revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Brands; Consumer marketing; Food; Market research; New product marketing Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-596-068), 4p, by V. Kasturi Rangan, Marie Bell; Teaching Note, (5-596-009), 11p, by V. Kasturi Rangan, Marie Bell    II. Affect and Cognition and Marketing Strategy   Add   View  1 pp.  Introduction   Add   View  31 pp.  3. Introduction to Affect and Cognition   Add   View  18 pp.  Case — 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) HBS Number: 9-502-030 Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Event Year Start: 2001 Event Year End: 2001 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman Product Description: 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.   Add   View  20 pp.  Case — Vicks Health Care Division: Project Scorpio (A) Yip, George S.; Williams, Jeffrey R. The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning. HBS Number: 9-582-039 Type: Case (Field) Publication Date: 10/01/1981 Revision Date: 06/28/1985 Geographic Setting: United States Industry Setting: consumer health care Gross Revenues: $1 billion sales Event Year Start: 1979 Event Year End: 1981 Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Supplementary Materials: Teaching Note, (5-585-109), 56p, by Robert J. Dolan; Case Video, (9-883-519), 9 min, by George S. Yip, Jeffrey R. Williams   Add   View  5 pp.  Case — Vicks Health Care Division: Project Scorpio (B1) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Product Description: To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well as decide whether to recommend national expansion. HBS Number: 9-582-041 Geographic Setting: United States Industry Setting: consumer health care Gross Revenues: $1 billion sales Event Year Start: 1979 Event Year End: 1981 Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Academic Discipline: Marketing Supplementary Materials: Case Video, (9-883-519), 9 min, by George S. Yip, Jeffrey R. Williams; Teaching Note, (5-585-109), 56p, by Robert J. Dolan   Add   View  20 pp.  Case — Vicks Health Care Division: Project Scorpio (B) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Product Description: Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national. HBS Number: 9-582-040 Geographic Setting: United States Industry Setting: consumer health care Gross Revenues: $1 billion sales Event Year Start: 1979 Event Year End: 1981 Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Academic Discipline: Marketing Supplementary Materials: Case Video, (9-883-519), 9 min, by George S. Yip, Jeffrey R. Williams; Teaching Note, (5-585-109), 56p, by Robert J. Dolan   Add   View  18 pp.  Case — Vicks Health Care Division: Project Scorpio (C) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 08/01/1985 Product Type: Case (Field) Product Description: Reveals that the new products executives have decided to recommend national expansion. They have to develop a justification and preliminary marketing plan. Emphasizes consumer and trade promotion options. Students have to complete a five-year projected P&L statement. HBS Number: 9-582-042 Geographic Setting: United States Industry Setting: consumer health care Gross Revenues: $1 billion sales Event Year Start: 1979 Event Year End: 1981 Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Academic Discipline: Marketing Supplementary Materials: Supplement (Note), (9-583-009), 2p, by George S. Yip; Case Video, (9-883-519), 9 min, by George S. Yip, Jeffrey R. Williams; Teaching Note, (5-585-109), 56p, by Robert J. Dolan   Add   View  34 pp.  4. Consumers’ Product Knowledge and Involvement   Add   View  18 pp.  Case — 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) HBS Number: 9-502-030 Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Event Year Start: 2001 Event Year End: 2001 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman Product Description: 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.   Add   View  32 pp.  Case — Electronic Arts Introduces The Sims Online Author(s): Moon, Youngme Publication Date: 08/23/2002 Revision Date: 01/14/2003 Product Type: Case (Field) Product Description: Electronic Arts (EA), the world’s largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. 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, EA managers must finalize several decisions that they believe are fundamental to the game‘s success, including target market selection and pricing/payment structure. Teaching Purpose: Designed to be taught at both a tactical and strategic level. At the tactical level, students explore the role of the target market in the process of diffusion as well as the implications of flat pricing vs. subscription-based pricing. At the strategic level, students examine an example of product management in an industry in which customer tastes are unpredictable and fickle. HBS Number: 9-503-008 Geographic Setting: CaliforniaIndustry Setting: videogamesNumber of Employees: 1,000Gross Revenues: $1.7 billion revenues Event Year Start: 2002Event Year End: 2002 Subjects: Consumer marketing; Customer retention; Distribution; Market selection; Personal computers; Pricing; Product management Academic Discipline: Marketing   Add   View  27 pp.  5. Attention and Comprehension   Add   View  18 pp.  Case — 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) HBS Number: 9-502-030 Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Event Year Start: 2001 Event Year End: 2001 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman Product Description: 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.   Add   View  32 pp.  6. Attitudes and Intentions   Added   View  14 pp.  Case — Terry’s Group: Designing Novelty Chocolates Author(s): Quelch, John A.; Bruce, Margaret Publication Date: 01/01/2001 Product Type: Case (Field) Publisher: Design Management Institute Product Description: Focuses on the development and market launch of a new FMCG product (a chocolate bar). The product was innovative and positioned in the niche market of indulgent countlines. Pricing and market strategy for the product are highlighted. Focus groups were held with consumers after market launch, as the market acceptance of the product was lower than initially planned. Focuses on a strategy to increase market acceptance. Subjects: Brands; Food; Market research; Marketing strategy; New product marketing; Pricing; Product development Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (DMI004), 2p, by John A. Quelch, Margaret Bruce; Teaching Note, (DMI005), 8p, by John A. Quelch, Margaret Bruce   Add   View  18 pp.  Case — 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) HBS Number: 9-502-030 Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Event Year Start: 2001 Event Year End: 2001 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman Product Description: 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.   Add   View  30 pp.  7. Consumer Decision Making   Add   View  13 pp.  Case — LASIK Eye Surgery: A Consumer’s Dilemma Linda J. Morris; John L. Lawrence After years of wearing contact lenses and glasses, Linda is considering LASIK eye surgery. Her friend, Carla, is having the surgery performed in Canada because it is considered elective surgery in the United States and is not covered by medical insurance. The Canadian-based clinics are substantially less expensive than U.S.-based clinics and have been performing the surgery longer than in the United States. Linda’s high-involvement consumer decision focuses on two issues: (1) Should she have surgery? (2) Where should she have surgery? To answer these questions, Linda obtains information from several reliable sources before making her final decision. The consumer service scripts can uncover where the service process costs differ and where the degree of customer persoanlization enhances the perception of a high-quality service. The challenge is to determine how these nonprice issues guide the consumer decision process for this elective surgery. Source: North American Case Research Association, Case Research Journal, Volume 22, Issue 3 Subjects: Consumer Behavior; Services Marketing; Services Operations Management   Add   View  18 pp.  Case — 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) HBS Number: 9-502-030 Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Event Year Start: 2001 Event Year End: 2001 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman Product Description: 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.    III. Behavior and Marketing Strategy   Add   View  1 pp.  Introduction   Add   View  21 pp.  8. Introduction to Behavior   Add   View  10 pp.  Case — PERFECT BIKE Author(s): Mark E. Parry Description: This case provides a detailed description of the purchase of a mountain bike by a new faculty member and several short descriptions of similar purchases by two other faculty members. The case permits a detailed discussion of various steps in the consumer purchase decision, including need awareness, information gathering, evaluation, selection, and post-purchase evaluation. Subjects: consumer behavior; consumer marketing; decision making Darden ID: M-0362 Teaching Note: E-0362TN   Add   View  21 pp.  Case — Exploring Brand-Person Relationships: Three Life Histories Fournier, Susan The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Intended to reveal the deep connections consumers may form with brands across product categories, providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. HBS Number: 9-596-093 Type: Case (Pub Mat) Publication Date: 01/22/1996 Revision Date: 02/13/1997 Geographic Setting: Unspecified Subjects: Brands; Consumer behavior; Consumer marketing; Customer relations Supplementary Materials: Teaching Note, (5-597-073), 24p, by Susan Fournier   Add   View  20 pp.  9. Conditioning and Learning Processes   Add   View  10 pp.  Case — PERFECT BIKE Author(s): Mark E. Parry Description: This case provides a detailed description of the purchase of a mountain bike by a new faculty member and several short descriptions of similar purchases by two other faculty members. The case permits a detailed discussion of various steps in the consumer purchase decision, including need awareness, information gathering, evaluation, selection, and post-purchase evaluation. Subjects: consumer behavior; consumer marketing; decision making Darden ID: M-0362 Teaching Note: E-0362TN   Add   View  21 pp.  Case — Exploring Brand-Person Relationships: Three Life Histories Fournier, Susan The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Intended to reveal the deep connections consumers may form with brands across product categories, providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. HBS Number: 9-596-093 Type: Case (Pub Mat) Publication Date: 01/22/1996 Revision Date: 02/13/1997 Geographic Setting: Unspecified Subjects: Brands; Consumer behavior; Consumer marketing; Customer relations Supplementary Materials: Teaching Note, (5-597-073), 24p, by Susan Fournier   Add   View  20 pp.  10. Influencing Consumer Behaviors   Add   View  10 pp.  Case — PERFECT BIKE Author(s): Mark E. Parry Description: This case provides a detailed description of the purchase of a mountain bike by a new faculty member and several short descriptions of similar purchases by two other faculty members. The case permits a detailed discussion of various steps in the consumer purchase decision, including need awareness, information gathering, evaluation, selection, and post-purchase evaluation. Subjects: consumer behavior; consumer marketing; decision making Darden ID: M-0362 Teaching Note: E-0362TN   Add   View  21 pp.  Case — Exploring Brand-Person Relationships: Three Life Histories Fournier, Susan The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Intended to reveal the deep connections consumers may form with brands across product categories, providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. HBS Number: 9-596-093 Type: Case (Pub Mat) Publication Date: 01/22/1996 Revision Date: 02/13/1997 Geographic Setting: Unspecified Subjects: Brands; Consumer behavior; Consumer marketing; Customer relations Supplementary Materials: Teaching Note, (5-597-073), 24p, by Susan Fournier    IV. The Environment and Marketing Strategy   Add   View  1 pp.  Introduction   Add   View  24 pp.  11. Introduction to the Environment   Add   View  36 pp.  Case — Introducing New Coke Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Other Product Description: On April 23, 1985 the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing’s most famous public disaster to reveal deep lessons about managing the brand. Teaching Purpose: To probe reasons for the failure of new Coke so as to inform more sensitive brand management practice. Includes color exhibits. HBS Number: 9-500-067 Geographic Setting: United States Industry Setting: beverages Event Year Start: 1985 Event Year End: 1985 Subjects: Boycotts; Brand equity; Brand management; Consumer behavior; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-502-095), 13p, by Susan Fournier   Add   View  32 pp.  Case — Martha Stewart Living Omnimedia (A) Author(s): Fournier, Susan; Winig, Laura; Herman, Ker Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: Case (Library) HBS Number: 9-501-080 Geographic Setting: United States Industry Setting: lifestyle, media Number of Employees: 500 Event Year Start: 2000 Event Year End: 2000 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-501-079), 7p, by Susan Fournier, Laura Coleman; Teaching Note, (5-502-003), 16p, by Susan Fournier Product Description: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to “elevating the role of the homemaker,” went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO — a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company’s S-1 filing also highlighted special concerns specific to the management of the “Person-Brand.” Could the company outlive Stewart? What if Stewart‘s reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson had to understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in “managing Martha,” the person and the brand. Teaching Purpose: Offers the opportunity to explore the unique branding and stewardship issues involved when a person is the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of m   Add   View  37 pp.  Case — L’Oreal of Paris: Bringing “Class to Mass” with Plenitude Author(s): Dolan, Robert J. Publication Date: 10/23/1997 Product Type: Other Product Description: L’Oreal‘s strategy is to “trickle down” technology over time from high-end outlets like department stores to mass markets, such as drugstores. The mass market brand Plenitude has become the market leader in France but sales in the United States has been such that even eight years after introduction the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Teaching Purpose: To discuss problem diagnosis and development of a full marketing plan to turnaround a situation. Includes color exhibits. HBS Number: 9-598-056 Geographic Setting: France, United States Industry Setting: cosmetics Gross Revenues: $1 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-017), 15p, by Robert J. Dolan   Add   View  24 pp.  Case — BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Greyser, Stephen A.; Schille, Wendy Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior—particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Teaching Purpose: To address issues of how changes in product line, positioning, advertising, and consumer lifestyles affect brand strategy in a high-salience product category, i.e., luxury automobiles. HBS Number: 9-593-046 Type: Case (Library) Publication Date: 12/27/1993 Revision Date: 10/14/1993 Geographic Setting: United States Industry Setting: luxury automobiles Company Size: large Event Year Start: 1980 Event Year End: 1990 Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning   Add   View  32 pp.  12. Cultural and Cross-Cultural Influences   Add   View  15 pp.  Case — Avon.com (A) Author(s): Godes, David B. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case Product Description: Avon has always sold its products through a large independent direct selling organization. However, it is now considering whether it should sell directly to the consumer. The company’s independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for the web to help them grow their business in new and different ways. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers, with its representatives, and between the representatives and their customers. Teaching Purpose: Sales force management, direct selling, Internet. Includes color exhibits. HBS Number: 9-503-016 Geographic Setting: United StatesIndustry Setting: cosmeticsNumber of Employees: 43,000Gross Revenues: $5.7 billion revenues Event Year Start: 2000Event Year End: 2000 Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-503-041), 2p, by David B. Godes; Teaching Note, (5-503-093), 14p, by David B. Godes   Add   View  36 pp.  Case — Introducing New Coke Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Other Product Description: On April 23, 1985 the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing’s most famous public disaster to reveal deep lessons about managing the brand. Teaching Purpose: To probe reasons for the failure of new Coke so as to inform more sensitive brand management practice. Includes color exhibits. HBS Number: 9-500-067 Geographic Setting: United States Industry Setting: beverages Event Year Start: 1985 Event Year End: 1985 Subjects: Boycotts; Brand equity; Brand management; Consumer behavior; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-502-095), 13p, by Susan Fournier   Add   View  32 pp.  Case — Martha Stewart Living Omnimedia (A) Author(s): Fournier, Susan; Winig, Laura; Herman, Ker Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: Case (Library) HBS Number: 9-501-080 Geographic Setting: United States Industry Setting: lifestyle, media Number of Employees: 500 Event Year Start: 2000 Event Year End: 2000 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-501-079), 7p, by Susan Fournier, Laura Coleman; Teaching Note, (5-502-003), 16p, by Susan Fournier Product Description: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to “elevating the role of the homemaker,” went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO — a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company’s S-1 filing also highlighted special concerns specific to the management of the “Person-Brand.” Could the company outlive Stewart? What if Stewart‘s reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson had to understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in “managing Martha,” the person and the brand. Teaching Purpose: Offers the opportunity to explore the unique branding and stewardship issues involved when a person is the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of m   Add   View  37 pp.  Case — L’Oreal of Paris: Bringing “Class to Mass” with Plenitude Author(s): Dolan, Robert J. Publication Date: 10/23/1997 Product Type: Other Product Description: L’Oreal‘s strategy is to “trickle down” technology over time from high-end outlets like department stores to mass markets, such as drugstores. The mass market brand Plenitude has become the market leader in France but sales in the United States has been such that even eight years after introduction the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Teaching Purpose: To discuss problem diagnosis and development of a full marketing plan to turnaround a situation. Includes color exhibits. HBS Number: 9-598-056 Geographic Setting: France, United States Industry Setting: cosmetics Gross Revenues: $1 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-017), 15p, by Robert J. Dolan   Add   View  24 pp.  Case — BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Greyser, Stephen A.; Schille, Wendy Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior—particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Teaching Purpose: To address issues of how changes in product line, positioning, advertising, and consumer lifestyles affect brand strategy in a high-salience product category, i.e., luxury automobiles. HBS Number: 9-593-046 Type: Case (Library) Publication Date: 12/27/1993 Revision Date: 10/14/1993 Geographic Setting: United States Industry Setting: luxury automobiles Company Size: large Event Year Start: 1980 Event Year End: 1990 Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning   Add   View  27 pp.  13. Subculture and Social Class   Add   View  7 pp.  Case — Yla Eason (A) Meyer, Kathleen; Allen, Suzanne; Wattenberg, Laura In 1985, Yla Eason was shocked by her young son’s comment that he could never be a "superhero" because all superheroes were white. Concerned that her son had already limited his aspirations as a result of his race, she searched futilel HBS Number: 9-996-054 Type: Case (Field) Publication Date: 12/15/1996 Geographic Setting: Richmond, VA/New York, NY Number of Employees: 10 Gross Revenues: $5 million revenues Event Year Start: 1985 Event Year End: 1996 Subjects: Diversity; Entrepreneurship; Ethics; Market research; Retailing; Social enterprise; Toy industry Supplementary Materials: Supplement (Field), (9-996-055), 5p, by Kathleen Meyer, Suzanne Allen, Laura Wattenberg; Teaching Note, (5-996-056), 8p, by Kathleen Meyer, Suzanne Allen, Laura Wattenberg; Case Video, (9-996-553), 8 min, by Kathleen Meyer, Suzanne Allen, Laura Wattenberg Publisher: Business Enterprise Trust   Add   View  36 pp.  Case — Introducing New Coke Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Other Product Description: On April 23, 1985 the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing’s most famous public disaster to reveal deep lessons about managing the brand. Teaching Purpose: To probe reasons for the failure of new Coke so as to inform more sensitive brand management practice. Includes color exhibits. HBS Number: 9-500-067 Geographic Setting: United States Industry Setting: beverages Event Year Start: 1985 Event Year End: 1985 Subjects: Boycotts; Brand equity; Brand management; Consumer behavior; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-502-095), 13p, by Susan Fournier   Add   View  32 pp.  Case — Martha Stewart Living Omnimedia (A) Author(s): Fournier, Susan; Winig, Laura; Herman, Ker Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: Case (Library) HBS Number: 9-501-080 Geographic Setting: United States Industry Setting: lifestyle, media Number of Employees: 500 Event Year Start: 2000 Event Year End: 2000 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-501-079), 7p, by Susan Fournier, Laura Coleman; Teaching Note, (5-502-003), 16p, by Susan Fournier Product Description: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to “elevating the role of the homemaker,” went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO — a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company’s S-1 filing also highlighted special concerns specific to the management of the “Person-Brand.” Could the company outlive Stewart? What if Stewart‘s reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson had to understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in “managing Martha,” the person and the brand. Teaching Purpose: Offers the opportunity to explore the unique branding and stewardship issues involved when a person is the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of m   Add   View  37 pp.  Case — L’Oreal of Paris: Bringing “Class to Mass” with Plenitude Author(s): Dolan, Robert J. Publication Date: 10/23/1997 Product Type: Other Product Description: L’Oreal‘s strategy is to “trickle down” technology over time from high-end outlets like department stores to mass markets, such as drugstores. The mass market brand Plenitude has become the market leader in France but sales in the United States has been such that even eight years after introduction the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Teaching Purpose: To discuss problem diagnosis and development of a full marketing plan to turnaround a situation. Includes color exhibits. HBS Number: 9-598-056 Geographic Setting: France, United States Industry Setting: cosmetics Gross Revenues: $1 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-017), 15p, by Robert J. Dolan   Add   View  24 pp.  Case — BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Greyser, Stephen A.; Schille, Wendy Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior—particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Teaching Purpose: To address issues of how changes in product line, positioning, advertising, and consumer lifestyles affect brand strategy in a high-salience product category, i.e., luxury automobiles. HBS Number: 9-593-046 Type: Case (Library) Publication Date: 12/27/1993 Revision Date: 10/14/1993 Geographic Setting: United States Industry Setting: luxury automobiles Company Size: large Event Year Start: 1980 Event Year End: 1990 Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning   Add   View  15 pp.  Case — In-N-Out Burger Author(s): Moon, Youngme; Herman, Kerry; Cummings, Lucy; Thakarar, Sam; Sampat, Sonali Publication Date: 06/30/2003 Product Type: Case (Library) Product Description: In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states—California, Nevada, and Arizona. It has an extremely hardcore customer base, and the company appears to be in good financial health. The primary issue in this case concerns expansion: how quickly should the company expand, and should that growth occur regionally or nationally? A secondary issue involves the question of brand stewardship, namely, who is in the best position to steward the brand as it continues to grow over the next decade? Teaching Purpose: To explore the elements of a cult brand, the dynamics of hardcore customer loyalty, and the nature of brand authenticity. HBS Number: 9-503-096 Geographic Setting: California Industry Setting: fast-food restaurant Number of Employees: 3,584 Gross Revenues: $77.7 million Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer behavior; Distribution; Expansion; Fast food industry; Loyalty; Market research; Materials management; Operations management; Organizational behavior; Organizational change; Product management; Sales & marketing; Service industry Academic Discipline: Organizational behavior & leadership   Add   View  37 pp.  Case — Building Brand Community on the Harley-Davidson Posse Ride Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexa Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: Other HBS Number: 9-501-015 Geographic Setting: Milwaukee, WI Industry Setting: motorcycles Event Year Start: 1999 Event Year End: 1999 Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles Academic Discipline: Marketing Supplementary Materials: Case Video, (9-501-801), 60 min, by Susan Fournier; Teaching Note, (5-501-052), 20p, by Susan Fournier, Judith Maas Product Description: Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian Border that is billed “for serious riders only.” Harley Owner’s Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world‘s strongest brands to consider issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, 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. Allows students to deliberate what it means to   Add   View  27 pp.  14. Reference Groups and Family   Add   View  36 pp.  Case — Introducing New Coke Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Other Product Description: On April 23, 1985 the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing’s most famous public disaster to reveal deep lessons about managing the brand. Teaching Purpose: To probe reasons for the failure of new Coke so as to inform more sensitive brand management practice. Includes color exhibits. HBS Number: 9-500-067 Geographic Setting: United States Industry Setting: beverages Event Year Start: 1985 Event Year End: 1985 Subjects: Boycotts; Brand equity; Brand management; Consumer behavior; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-502-095), 13p, by Susan Fournier   Add   View  32 pp.  Case — Martha Stewart Living Omnimedia (A) Author(s): Fournier, Susan; Winig, Laura; Herman, Ker Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: Case (Library) HBS Number: 9-501-080 Geographic Setting: United States Industry Setting: lifestyle, media Number of Employees: 500 Event Year Start: 2000 Event Year End: 2000 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-501-079), 7p, by Susan Fournier, Laura Coleman; Teaching Note, (5-502-003), 16p, by Susan Fournier Product Description: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to “elevating the role of the homemaker,” went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO — a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company’s S-1 filing also highlighted special concerns specific to the management of the “Person-Brand.” Could the company outlive Stewart? What if Stewart‘s reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson had to understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in “managing Martha,” the person and the brand. Teaching Purpose: Offers the opportunity to explore the unique branding and stewardship issues involved when a person is the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of m   Add   View  37 pp.  Case — L’Oreal of Paris: Bringing “Class to Mass” with Plenitude Author(s): Dolan, Robert J. Publication Date: 10/23/1997 Product Type: Other Product Description: L’Oreal‘s strategy is to “trickle down” technology over time from high-end outlets like department stores to mass markets, such as drugstores. The mass market brand Plenitude has become the market leader in France but sales in the United States has been such that even eight years after introduction the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Teaching Purpose: To discuss problem diagnosis and development of a full marketing plan to turnaround a situation. Includes color exhibits. HBS Number: 9-598-056 Geographic Setting: France, United States Industry Setting: cosmetics Gross Revenues: $1 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-017), 15p, by Robert J. Dolan   Add   View  24 pp.  Case — BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Greyser, Stephen A.; Schille, Wendy Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior—particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Teaching Purpose: To address issues of how changes in product line, positioning, advertising, and consumer lifestyles affect brand strategy in a high-salience product category, i.e., luxury automobiles. HBS Number: 9-593-046 Type: Case (Library) Publication Date: 12/27/1993 Revision Date: 10/14/1993 Geographic Setting: United States Industry Setting: luxury automobiles Company Size: large Event Year Start: 1980 Event Year End: 1990 Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning    V. Consumer Analysis and Marketing Strategy   Add   View  1 pp.  Introduction   Add   View  25 pp.  15. Market Segmentation and Product Positioning   Add   View  16 pp.  Case — Clust.com: Dream More and Pay Less Author(s): Wathieu, Luc Publication Date: 11/22/2000 Product Type: Case (Field) Product Description: Clust is a French group-buying web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers. Consequently, beyond the usual act of choosing among pre-defined alternatives, consumers are expected to bring up their demands and create new product ideas, to discuss and support the ideas of others, to call on their friends to join the Clust community, and to monitor the efforts of the Clust purchasing team. In fact, Clust holds no inventory beyond a warehouse to organize deliveries. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. After a very interesting launch strategy, the web site comes short of breath. Two pathways are outlined (focus on group-buying and good deals vs. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. Teaching Purpose: Reverse marketing, economics of group buying, positioning, building a trusted brand, sustaining value in a competitive environment, consumerism as a business opportunity, consumer empowerment, Internet as a revolution, and incorporating the cultural context in the marketing plan. HBS Number: 9-501-047 Geographic Setting: Paris, France Industry Setting: Internet Number of Employees: 40 Gross Revenues: $2 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Consumer behavior; Consumerism; Creativity; Electronic commerce; France; Internet; Market positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-083), 11p, by Luc Wathieu   Add   View  16 pp.  Case — TiVo Author(s): Wathieu, Luc; Zoglio, Michael Publication Date: 11/22/2000 Revision Date: 10/14/2005 Product Type: Case (Field) Product Description: TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing, and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a strong brand before the entry of big player Microsoft. TiVo is confronted with the difficulty of selling a new and complex electronics product that is meant to change consumer habits radically. Moreover, the impact of TiVo on the television and advertising industries is ambiguous, and TiVo needs to demonstrate that it can play a constructive role in the future media landscape. May be used with: (9-502-062) TiVo in 2002: Consumer Behavior. HBS Number: 9-501-038 Geographic Setting: San Jose, CA Industry Setting: Television Number of Employees: 181 Gross Revenues: $200,000 revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Advertising; Consumer behavior; Marketing planning; New product marketing Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-057), 11p, by Luc Wathieu, Michael Zoglio   Add   View  27 pp.  Case — Juice Guys (A) Author(s): Lassiter, Joseph B., III; Fox, Sharon; Rushmore, Cindy Publication Date: 09/16/1999 Revision Date: 07/17/2006 Product Type: Case (Field) HBS Number: 9-800-122 Geographic Setting: United States Industry Setting: Food & beverage industries Number of Employees: 10 Gross Revenues: $227,000 revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Beverages; Entrepreneurship; Market research; Market selection; Marketing management; Product planning & policy; Product positioning Academic Discipline: Entrepreneurship Supplementary Materials: Teaching Note, (5-804-155), 16p, by Joseph B. Lassiter III Product Description: The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. May be used with: (9-800-123) Juice Guys (B).   Add   View  17 pp.  Case — Juice Guys (B) Author(s): Lassiter, Joseph B., III; Fox, Sharon; Rushmore, Cindy Publication Date: 09/16/1999 Revision Date: 02/25/2004 Product Type: Case (Field) Product Description: Asks, who are the customers for a new beverage product, what are their desires as customers for this product, and what are their desires when ordering this product from a local specialty store location? Teaching Purpose: Used to teach students how to gather and analyze customer interview data. May be used with: (9-800-122) Juice Guys (A). HBS Number: 9-800-123 Geographic Setting: United StatesIndustry Setting: food & beverageNumber of Employees: 10Gross Revenues: $227,000 revenues Event Year Start: 1999Event Year End: 1999 Subjects: Beverages; Entrepreneurship; Market research; Market selection; Marketing management; Product planning & policy; Product positioning Academic Discipline: Entrepreneurship Supplementary Materials: Teaching Note, (5-804-155), 16p, by Joseph B. Lassiter III   Add   View  29 pp.  Case — Dewar’s (A): Brand Repositioning in the 1990s Author(s): Silk, Alvin J.; Klein, Lisa R. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Product Description: Dewar’s, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and regulatory opposition to drinking in the U.S., the marketing options were limited. In addition, drinking preferences had shifted away from distilled spirits to lighter, lower alcohol beverages like wine, wine coolers, and beer. In early 1993, Dewar‘s U.S. importer, Schieffelin and Somerset, in cooperation with the brand's longstanding advertising agency, Leo Burnett, began to explore the opportunities for repositioning Dewar's to younger adults. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. Its existing customer base was aging, and younger drinkers who did drink Scotch were consuming less. The issue is how to update the brand's image to attract younger consumers. The brand manager faces the decision of planning the strategy for a repositioning or “recruitment” campaign for the brand. May be used with: (9-596-094) Dewar's (C): Exploring New Media Opportunities; (9-596-085) Dewar's (B): Preliminary Results of the Repositioning Campaign. HBS Number: 9-596-076 Geographic Setting: United States Industry Setting: distilled spirits Number of Employees: 400 Gross Revenues: $195 million revenues Event Year Start: 1993 Event Year End: 1995 Subjects: Advertising campaigns; Advertising strategy; Beverages; Brands; Consumer marketing; Marketing management; Marketing strategy Academic Discipline: Marketing   Add   View  21 pp.  Case — WingspanBank.com Sucher, Sandra; Galvin, Daniel Describes the new product development process for WingspanBank.com, an Internet-only financial services infomediary created by a team from Bank One’s First USA division. The creation of the bank is described from concept development to pre-launch decision-making. Rich detail is provided for analysis about the processes and managerial decisions that allowed the bank to be created in roughly 120 days through a team of 30 vendors. In addition, the concept of an ‘infomediary' is introduced. The case's decision point requires students to make trade-offs between speed (the desire to achieve first-mover advantage in on-line banking), and reliability and completeness of concept. Teaching Purpose: Teaches students about very rapid development of an Internet start-up in the context of an established firm with a particular focus on the details of implementation. HBS Number: 9-600-035 Type: Case (Field) Publication Date: 10/14/1999 Revision Date: 12/6/1999 Geographic Setting: Wilmington, DE Industry Setting: financial services Event Year Start: 1999 Event Year End: 1999 Subjects: Banking; Financial services; Internet   Add   View  25 pp.  Case — BET.com Eisenmann, Thomas; Fischer, Pauline Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a fast-moving, highly competitive environment. BET.com faces two decisions: 1) whether to bundle Internet access service with its ethnic portal; and 2) whether to strictly target African-Americans, or also pursue the "urban market," a young (aged 15-24), cross-racial segment with distinctive tastes in music and fashion, and part of the core audience for BET’s cable programming. Teaching Purpose: To illustrate the economics and strategy issues facing an Internet content provider and to explore the tradeoff between focus and growth in launching Internet businesses. HBS Number: 9-800-283 Type: Case (Field) Publication Date: 2/2/2000 Revision Date: 6/19/2000 Geographic Setting: Washington, DC Industry Setting: Internet Event Year Start: 1999 Event Year End: 2000 Subjects: African Americans; Business policy; Electronic commerce; Entertainment industry; Growth strategy; Internet; Market positioning   Add   View  32 pp.  Case — Land Rover North America, Inc. Author(s): Fournier, Susan Publication Date: 09/01/1995 Revision Date: 08/30/1996 Product Type: Color Case HBS Number: 9-596-036 Geographic Setting: United States Industry Setting: Automotive industry Number of Employees: 80 Event Year Start: 1994 Event Year End: 1994 Subjects: Advertising; Automobiles; Brands; Market research; Marketing mixes; Product management; Product positioning Academic Discipline: Marketing Supplementary Materials: Case Video, (9-598-501), 7 min, by Land Rover North America; Case Video, DVD, (9-598-500), 7 min, by Land Rover North America; Teaching Note, (5-597-043), 20p, by Susan Fournier Product Description: Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-‘a-vis other vehicles in the LRNA line, the brand’s strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company‘s innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Includes color exhibits.   Add   View  30 pp.  Case — New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Product Description: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. HBS Number: 9-501-023 Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Video, (9-503-802), 10 min, by Rajiv Lal; Case Video, DVD, (9-503-800), 10 min, by Rajiv Lal; Teaching Note, (5-502-088), 14p, by Rajiv Lal   Add   View  20 pp.  16. Consumer Behavior and Product Strategy   Add   View  29 pp.  Case — Dewar’s (A): Brand Repositioning in the 1990s Author(s): Silk, Alvin J.; Klein, Lisa R. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Product Description: Dewar’s, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and regulatory opposition to drinking in the U.S., the marketing options were limited. In addition, drinking preferences had shifted away from distilled spirits to lighter, lower alcohol beverages like wine, wine coolers, and beer. In early 1993, Dewar‘s U.S. importer, Schieffelin and Somerset, in cooperation with the brand's longstanding advertising agency, Leo Burnett, began to explore the opportunities for repositioning Dewar's to younger adults. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. Its existing customer base was aging, and younger drinkers who did drink Scotch were consuming less. The issue is how to update the brand's image to attract younger consumers. The brand manager faces the decision of planning the strategy for a repositioning or “recruitment” campaign for the brand. May be used with: (9-596-094) Dewar's (C): Exploring New Media Opportunities; (9-596-085) Dewar's (B): Preliminary Results of the Repositioning Campaign. HBS Number: 9-596-076 Geographic Setting: United States Industry Setting: distilled spirits Number of Employees: 400 Gross Revenues: $195 million revenues Event Year Start: 1993 Event Year End: 1995 Subjects: Advertising campaigns; Advertising strategy; Beverages; Brands; Consumer marketing; Marketing management; Marketing strategy Academic Discipline: Marketing   Add   View  25 pp.  Case — FORD WINDSTAR Author(s): Fisher RJ; Sharp DJ; Jha S Publication Date: 5/1/2003 Revision Date: 1/31/2006 Product Type: Case Ivey ID: 9B03A005 Geographic Setting: Canada Industry Setting: Transportation Equipment Size: Large organization Year of Event: 2001 Level of Difficulty: Undergraduate/MBA Subjects: Costs; Product Management; Product Strategy; Advertising Functional Area: Marketing Product Description: Ford of Canada is a division of the Ford Motor Company - one of the "Big Three" automobile manufacturers in North America. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual salestarget. Since the Windstar’s launch in the early 1990s, it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. During the past few years, the popularity of purchasing a Windstar had declinedwith the minivan market becoming very competitive, the recession, quality problems and several product recalls. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain thebrand image. (Also available is the video, Ford Windstar product # 7B03A005.)   Add   View  30 pp.  Case — New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Product Description: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. HBS Number: 9-501-023 Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Video, (9-503-802), 10 min, by Rajiv Lal; Case Video, DVD, (9-503-800), 10 min, by Rajiv Lal; Teaching Note, (5-502-088), 14p, by Rajiv Lal   Add   View  34 pp.  17. Consumer Behavior and Promotion Strategy   Added   View  13 pp.  Case — Heineken N.V.: Global Branding and Advertising Author(s): Quelch, John A. Publication Date: 10/11/1995 Revision Date: 01/05/1998 Product Type: Case (Field) Product Description: Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. HBS Number: 9-596-015 Geographic Setting: Amsterdam/Netherlands Industry Setting: beer Event Year Start: 1994 Event Year End: 1994 Subjects: Advertising; Beverages; Brands; Consumer behavior; International marketing; Market segmentation Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-598-080), 8p, by John A. Quelch   Add   View  20 pp.  Case — Ciba Consumer Pharmaceuticals’ Acutrim: Challenges and Opportunities in Today‘s Koehn, Nancy; Voorheis, Rebecca Since its introduction in 1983, Acutrim has been a major player in the U.S. appetite suppressant market and in the broader diet industry. This case focuses on the strategic, regulatory, marketing, and financial challenges this product and the rapidly changing diet industry pose for Ciba Consumer Pharmaceuticals as part of a large public corporation. Within this context, the case is intended to introduce students to the $33 billion diet industry and to elucidate some of the economic, cultural, and psychological factors that help shape the market for diet products, low-fat and health entrees, and a wide variety of foods in prosperous economies. HBS Number: 9-795-043 Type: Case (Field) Publication Date: 12/2/1994 Revision Date: 3/28/1996 Geographic Setting: United States Industry Setting: pharmaceuticals (OTC)/diet products Company Size: Fortune 500 Gross Revenues: $12.2 billion revenues Event Year Start: 1984 Event Year End: 1994 Subjects: Consumer behavior; Corporate strategy; Government & business; Marketing strategy; Pharmaceuticals   Add   View  30 pp.  Case — New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Product Description: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. HBS Number: 9-501-023 Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Video, (9-503-802), 10 min, by Rajiv Lal; Case Video, DVD, (9-503-800), 10 min, by Rajiv Lal; Teaching Note, (5-502-088), 14p, by Rajiv Lal   Add   View  23 pp.  18. Consumer Behavior and Pricing Strategy   Add   View  21 pp.  Case — Costco Companies, Inc. Author(s): Bell, David E.; Leamon, Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Product Description: Costco Companies, one of the major players in the wholesale club industry, has developed a new class of membership that offers discounted services—auto, health, and home insurance, business credit card processing, real estate services--in exchange for a higher annual fee ($100 vs. $40). The case poses two questions: 1) how should the new membership be marketed, to whom, and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco, which generated $22 billion in 1997 selling products in bulk, in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Teaching Purpose: In a marketing course, the case is used to understand to what extent a retail brand name can be extended beyond its roots. What is it about a brand that allows it to be extended? In a retailing course, the case can be used to understand the economics of the Costco model and see whether services are a viable addition to a membership-based product retailer. HBS Number: 9-599-041 Geographic Setting: United States Industry Setting: retail/membership clubs Number of Employees: 55,000 Gross Revenues: $22 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Brand equity; Marketing strategy; Retailing; Services; Wholesaling Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-088), 7p, by David E. Bell   Added   View  19 pp.  Case — Fisher-Price Toys, Inc. Author(s): Ward, Scott; Diamond, Steven L. Publication Date: 10/01/1971 Revision Date: 06/05/1985 Product Type: Case (Field) Product Description: Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. HBS Number: 9-572-029 Geographic Setting: United States Industry Setting: toy manufacturing Event Year Start: 1970 Event Year End: 1970 Subjects: Consumer behavior; Corporate strategy; Market analysis; Market research; New product marketing; Pricing strategy; Toy industry Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-579-053), 10p, by Scott Ward   Add   View  30 pp.  Case — New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Product Description: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. HBS Number: 9-501-023 Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Video, (9-503-802), 10 min, by Rajiv Lal; Case Video, DVD, (9-503-800), 10 min, by Rajiv Lal; Teaching Note, (5-502-088), 14p, by Rajiv Lal   Add   View  30 pp.  19. Consumer Behavior, Electronic Commerce, and Channel Strategy   Add   View  31 pp.  Case — Microsoft Carpoint Jeffrey F. Rayport ; Avnish Bajaj ; Steffan Haithcox ; Michael Kadyan CarPoint.com was Microsoft’s Web-based entry into on-line automobile retailing. While CarPoint could not, in fact, "sell" or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, from the physical platform of the traditional car dealer to the virtual world of the Web. This shift in buying behavior from marketplace to marketspace was significant in its implications for consumers and dealers; it gave consumers a wealth of information that they previously did not have along with no-negotiation pricing of cars, while it challenged dealers to change their approaches to these newly empowered and better informed consumers. CarPoint, however, was a late entrant, and it faced competition from category first-movers AutoByTel.com, AutoWeb.com, and AutoVantage.com. As a result, the case deals with larger issues of channel and consumer behavior change as well as tactical issues pertaining to competitive positioning in a competitive market both on-line and off-line. Teaching Purpose: To challenge students to analyze the complexity of managing consumer services in a category that explicitly requires integration of on-line and off-line sales and service activities. CarPoint and its HBS Number: 9-898-280 Type: Case (Field) Subjects: Automobile industry; Information services; Information technology; Internet; Service management; World Wide Web   Add   View  26 pp.  Case — Monster.com Jeffrey F. Rayport ; Dickson L. Louie Jeff Taylor, founder and CEO of Monster.com, ponders how his online site, the leading career site on the web, can continue its dominance (60% share in 1999) and growth on the Internet. Monster.com had just launched a nationwide branding campaign on television and entered a four-year deal with AOL. A rewritten version of an earlier case. HBS Number: 9-801-145 Type: Case (Field) Subjects: Brands; Entrepreneurship; Internet   Add   View  18 pp.  Case — Merrill Lynch: Integrated Choice (Abridged) Author(s): McFarlan, F. Warren; Weber, James B. Publication Date: 02/23/2001 Revision Date: 04/25/2001 Product Type: Case (Field) Product Description: Merrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn’t want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change from the company. Teaching Purpose: Understand how a change in distribution channels impacts a market leader. A rewritten version of an earlier case. HBS Number: 9-301-081 Geographic Setting: New York Industry Setting: financial services Number of Employees: 70,000 Event Year Start: 2000 Event Year End: 2000 Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-302-040), 10p, by F. Warren McFarlan   Add   View  27 pp.  Case — Dell Online Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 03/02/1998 Revision Date: 03/26/1999 Product Type: Case (Field) Product Description: Dell started online commerce for its PCs in 1996, and by 1997 had achieved a sales rate of $3 million a day. 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. May be used with: (9-502-022) Dell—New Horizons. HBS Number: 9-598-116 Geographic Setting: Texas Industry Setting: personal computers Gross Revenues: $7.7 billion revenues Event Year Start: 1996 Event Year End: 1997 Subjects: Computer industry; Distribution channels; Electronic commerce; Internet; Personal computers Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-598-146), 8p, by V. Kasturi Rangan, Marie Bell   Add   View  30 pp.  Case — New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Product Description: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. HBS Number: 9-501-023 Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Video, (9-503-802), 10 min, by Rajiv Lal; Case Video, DVD, (9-503-800), 10 min, by Rajiv Lal; Teaching Note, (5-502-088), 14p, by Rajiv Lal   Add   View  17 pp.  Case — Webvan: Groceries on the Internet Author(s): Deighton, John; Bakshi, Kayla Publication Date: 11/17/1999 Revision Date: 03/25/2003 Product Type: Case (Library) Product Description: What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and Peapod, which has had seven years to learn the ropes, at $200 million? Explores online consumer shopping behavior, the economics of online and offline grocery distribution, and the challenges of uniting a pure information business with a mundane package delivery service. Teaching Purpose: May be used in an introductory marketing course to begin exploration of shopping in the information age, or in a course on Internet marketing or channels of distribution. HBS Number: 9-500-052 Geographic Setting: United States Industry Setting: grocery Number of Employees: 800 Gross Revenues: $5 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Consumer marketing; Distribution; Electronic commerce; Internet; Service management; Supply chain Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-503-049), 6p, by John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (A) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-040) Consumer Behavior Exercise (B); (9-596-041) Consumer Behavior Exercise (C); (9-596-042) Consumer Behavior Exercise (D); (9-596-043) Consumer Behavior Exercise (E); (9-596-044) Consumer Behavior Exercise (F). HBS Number: 9-596-039 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (B) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-039) Consumer Behavior Exercise (A); (9-596-041) Consumer Behavior Exercise (C); (9-596-042) Consumer Behavior Exercise (D); (9-596-043) Consumer Behavior Exercise (E); (9-596-044) Consumer Behavior Exercise (F). HBS Number: 9-596-040 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (C) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-039) Consumer Behavior Exercise (A); (9-596-040) Consumer Behavior Exercise (B); (9-596-042) Consumer Behavior Exercise (D); (9-596-043) Consumer Behavior Exercise (E); (9-596-044) Consumer Behavior Exercise (F). HBS Number: 9-596-041 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (D) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-039) Consumer Behavior Exercise (A); (9-596-040) Consumer Behavior Exercise (B); (9-596-041) Consumer Behavior Exercise (C); (9-596-043) Consumer Behavior Exercise (E); (9-596-044) Consumer Behavior Exercise (F). HBS Number: 9-596-042 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (E) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-039) Consumer Behavior Exercise (A); (9-596-040) Consumer Behavior Exercise (B); (9-596-041) Consumer Behavior Exercise (C); (9-596-042) Consumer Behavior Exercise (D); (9-596-044) Consumer Behavior Exercise (F). HBS Number: 9-596-043 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton   Add   View  2 pp.  Article — Consumer Behavior Exercise (F) Deighton, John; Fournier, Susan Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Teaching Purpose: Familiarizes students with consumer behavior principles and provides an opportunity for face-to-face consumer contact. May be used with: (9-596-039) Consumer Behavior Exercise (A); (9-596-040) Consumer Behavior Exercise (B); (9-596-041) Consumer Behavior Exercise (C); (9-596-042) Consumer Behavior Exercise (D); (9-596-043) Consumer Behavior Exercise (E). HBS Number: 9-596-044 Type: Exercise Publication Date: 8/25/95 Revision Date: 1/29/97 Subjects: Consumer behavior; Market research Supplementary Materials: Teaching Note, (5-597-041), 14p, by Susan Fournier, John Deighton    Back Matter   Add   View  30 pp.  Notes   Add   View  12 pp.  Glossary   Add   View  1 pp.  Credits   Add   View  3 pp.  Name Index   Add   View  11 pp.  Subject Index  Privacy Notice    The McGraw-Hill Companies    McGraw-Hill Higher Education    McGraw-Hill Custom Publishing   2008 copyright reserved