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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     Harvard Business School Cases — Marketing  • 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 Step 2 in the progress bar above. You have successfully added all of the items to your order. Either click here to review your order or continue to add content from another title.    Marquee: The Business of Nightlife   Add   View  21 pp.  Case Author(s): Elberse, Anita ; Barlow, Ryan ; Wong, Sheldon Publication Date: 02/25/2009 Revision Date: 11/09/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 509019 Geographic Setting: United States Number of Employees: 45 Gross Revenue: >$30 million Event Year Start: 2008 Subjects: Marketing; Service management; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510022), 17p, by Anita Elberse Product Description: In December 2008, nightlife impresario Noah Tepperberg is celebrating the fifth anniversary of his New York City nightclub Marquee. While most clubs are over within their first one-and-a-half years, Tepperberg has succeeded in keeping Marquee one of NYC's hottest clubs for what seems an eternity in the nightlife industry. However, concerns remain about Marquee's staying power, rising costs, and increased competition. When is the right time for Tepperberg to pull the plug on Marquee?    Olam International   Add   View  32 pp.  Case Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/16/2008 Revision Date: 10/28/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 509002 Geographic Setting: Singapore Number of Employees: 8000 Gross Revenue: $5.5 billion Event Year Start: 2008 Subjects: Commodities; Globalization; Core competencies; Adjacency expansion; Supply chain management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (509056), 6p, by David E. Bell, Mary Shelman Product Description: In 20 years, Sunny Verghese had built Singapore-based Olam International from a small Nigerian export company into a $5 billion global leader in agricultural commodities with a core competence in Africa. Olam's growth had come by pursuing product and geographic adjacencies and its 'farm gate to factory gate' approach had been extended to 14 agricultural products, including cashews, sesame, cocoa, and coffee. In mid-October 2008, Olam's stock price declined to $1 a share from a high of $3.71 in early 2007 as part of the global economic crisis. Verghese had to decide whether to change the firm's strategy based on the new economic environment.    Automotive Quality Reputation: Hard to Achieve, Hard to Lose, Still Harder to Win Back   Add   View  28 pp.  Case Author(s): Cole, Robert E.; Flynn, Michael S. Publication Date: 11/01/2009 Product Type: Case Publisher: California Management Review HBS Number: CMR441 Subjects: Brand equity; Quality control; Total quality Academic Discipline: Marketing Product Description: This article explores the rise to quality leadership by Japanese automakers, the decline in U.S. automakers' quality reputation, and whether poor quality still contributes to the U.S. automaker's competitive woes. Perception plays a key role in quality competition but not necessarily in ways that we commonly think. The ways in which information about quality performance is displayed plays an important role in customer perception. Quality should not be seen as a stand-alone asset but rather it must be understood in the context of other assets, including a firm's brand equity. It is quality's relationship to brand equity that helps explain the current quandary of U.S. automakers, and this relationship holds lessons for other industries.    Avaya (A)   Add   View  23 pp.  Case Author(s): Godes, David B. Publication Date: 02/21/2008 Revision Date: 04/14/2008 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 508048 Number of Employees: 19000 Gross Revenue: $5 billion Event Year Start: 2006 Event Year End: 2007 Subjects: Marketing; Sales; Lead generation; Metrics Academic Discipline: Marketing Supplementary Materials: Supplement, (508049), 6p, by David B. Godes; Supplement, (508050), 4p, by David B. Godes; Supplement, (508051), 4p, by David B. Godes; Case Teaching Note, (508082), 22p, by David B. Godes Product Description: To maximize their effectiveness, color cases should be printed in color. Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the firm, and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. In the (B) case, we see their strategy in the form of a “unified funnel” and a demand generation framework. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked “vertically” — in the sense that Marketing's leads should flow seamlessly into Sales' funnel — but they should also be integrated horizontally. This latter point refers to the idea that Sales and Marketing should each play a role in each phase of the process from email marketing solutions right through to the close. That is, they argue that the two functions are best integrated by encouraging them to work simultaneously, not just sequentially. The demand generation framework, on the other hand, makes explicit what it means for them to work together. For example, they stipulate t    Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand   Add   View  23 pp.  Case Author(s): Pitt, Leyland ; Berthon, Pierre R.; Parent, Michael ; Berthon, Jean-Paul Publication Date: 11/01/2009 Product Type: Case Publisher: California Management Review HBS Number: CMR440 Subjects: Public opinion; Consumer marketing; Marketing management; Marketing strategy; Brands; Brand equity; Brand management Academic Discipline: Marketing Product Description: While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous conceptualization of the different types of luxury brands. They are generally treated as homogeneous. Little wonder that the management of these brands is shrouded in mystery. This article explores the value dimensionality of luxury brands, differentiates among luxury brands, and proposes a typology to help firms understand the managerial implications and challenges of each type. All luxury brands are not the same-they can mean different things to different people or even different things to the same people, which makes target marketing of luxury brands both difficult and important. This also means that they react differently to each other both in times of economic prosperity and in downturns. This article also explores strategies for migrating mass-market brands into luxury brand markets.    Customer Rage:Triggers, Tipping Points, and Take-Outs   Add   View  24 pp.  Case Author(s): Patterson, Paul G.; McColl-Kennedy, Janet R.; Smith, Amy K.; Lu, Zhi Publication Date: 11/01/2009 Product Type: Case Publisher: California Management Review HBS Number: CMR438 Subjects: Public opinion; Cross cultural relations; Customer satisfaction; Customer service; Customer relationship management; Customer relationship management tools Academic Discipline: Marketing Product Description: Road rage, school rage, and customer rage are becoming almost everyday occurrences. Customer rage is an intense anger coupled with expressions of physical, verbal, or other potentially harmful behaviors in response to a dissatisfying service experience. It can potentially result in severe negative consequences for firms, employees, and even other valued customers. Fortune 500 firms are so concerned about this problem that some are installing new software in their call centers to detect rising levels of anger in customers' voices so that management may intervene to prevent an incident escalating to rage. Furthermore, the Entrepreneur magazine noted that Americans are getting angrier every year. This article examines the underlying psychological processes of stress and coping that propel some consumers to experience extreme negative emotions, including rage and, finally, resentment. It explores the triggers (antecedent conditions) that give rise to rage behaviors; identifies the tipping points for extreme anger and rage incidents; and explores the extent to which these circumstances and coping behaviors can be generalized across Eastern and Western cultures. It also recommends a course of action to enable managers to prevent or, at least, better manage customer rage.    From Volume to Value: Managing the Value-Add Reseller Channel at Cisco Systems   Add   View  27 pp.  Case Author(s): Kalyanam, Kirthi ; Brar, Surinder Publication Date: 11/01/2009 Product Type: Case Publisher: California Management Review HBS Number: CMR442 Subjects: Technology; Sales; Distribution; Sales strategy; Customer relationship management Academic Discipline: Marketing Product Description: This article provides an in-depth look at a value-based channel management model at Cisco Systems for managing the Value-Add Reseller (VAR) channel. In March 2001, Cisco initiated a change from a volume-based channel management model, which had been driving out partner value, to a value-based model that tied channel rewards to specific channel value-add activities. Critical components of this new model include: identifying opportunities for channel value-add; architecting channel programs to enable channel value-add; tying financial rewards to value-add channel activities including a “holdback system”; and exercising significant discipline to manage field pressures for volume-based rewards and diluting certification requirements. It demonstrates that VARs can serve as a significant sales channel, profitably selling complex solutions to satisfied customers under a value added channel management framework. They can also uncover demand opportunities that are incremental to the pull marketing of even a strong brand like Cisco. However, companies need to exercise significant discipline to avoid mixing volume-based rewards with a value-based framework.    Introducing New Coke   Add   View  36 pp.  Case Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Case Publisher: Harvard Business School HBS Number: 500067 Geographic Setting: United States Event Year Start: 1985 Event Year End: 1985 Subjects: Consumer behavior; Boycotts; Marketing management; Brand equity; Brand management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502095), 13p, by Susan Fournier Product Description: To maximize their effectiveness, color cases should be printed in color. 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. Includes color exhibits.    Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)   Add   View  36 pp.  Case Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/28/1994 Revision Date: 01/30/1997 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 595035 Geographic Setting: United States Gross Revenue: $150 million revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Market research; Consumer marketing; New product marketing; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (596009), 11p, by Marie Bell; Supplement, (596068), 4p, by Marie Bell 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 now considers 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.    Where’s the Fine Print? Advertising and the Mortgage Market Crisis   Add   View  17 pp.  Case Author(s): Perry, Vanessa G.; Motley, Carol M. Publication Date: 11/01/2009 Product Type: Case Publisher: California Management Review HBS Number: CMR439 Subjects: Mortgages; Advertising; Advertising ethics; Advertising strategy Academic Discipline: Marketing Product Description: Current conditions in the U.S. mortgage industry provide a rich context for exploring the positioning and information used in advertisements for mortgage products. This article examines television, radio, and print advertising messages employed to promote prime and subprime mortgage products. An analysis of these advertising messages reveals marked differences in the marketing for prime and subprime mortgage offers. Prime mortgage market advertisements tended to emphasize the American dream of homeownership' and low rates, and often provide detailed loan terms. On the other hand, subprime loan advertisements were based on fear appeals, emphasizing debt problems and encouraging consumers to rely on the lender/broker for help. These important differences in the information available to consumers for various mortgage products may have exacerbated industry information asymmetries and contributed to the current mortgage crisis.    Waters Chromatography Division: U.S. Field Sales (B)   Add   View  2 pp.  Case Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 08/19/1985 Revision Date: 08/01/1987 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 586012 Subjects: Computers; Sales; Marketing implementation Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (588029), 17p, by Thomas V. Bonoma Product Description: Presents a sequel to the (A) case, which features a diary-style account of “a day in the field” with Ray Burnett, a field sales representative for Waters Chromatography Division.    Tengion: Bringing Regenerative Medicine to Life   Add   View  29 pp.  Case Author(s): Ofek, Elie; Ribatt, Polly Ross Publication Date: 10/30/2009 Revision Date: 04/14/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510031 Geographic Setting: United States Gross Revenue: N/A Event Year Start: 2008 Subjects: Entrepreneurial management; Innovation; Research methodology; Pricing; R&D Academic Discipline: Marketing Product Description: Tengion is a young biotech company that is at the frontier of regenerative medicine; a nascent field that seeks to promote the creation of new cells and tissue to repair or replace tissue or organ function lost due to age, disease, damage, or congenital defects. In late 2008 Tengion management faces a difficult dilemma. In light of the financial crises, the company needs to manage cash burn by prioritizing its R&D efforts. CEO Nichtberger needs to recommend to the board which of two promising new medical treatments to keep developing while placing the other on hold. In comparing the two options, a host of factors need to be considered — these range from assessing the regulatory challenges, manufacturing challenges, marketing challenges (in particular pricing), and partnering challenges. Each of the treatments would target a unique patient population, that differ in both size and composition. Tengion must also consider how quickly it might expect to bring each of the two treatments to market. The decision could have significant long-term implications for the company's ultimate survival and success.    Talbots: A Classic   Add   View  23 pp.  Case Author(s): Rangan, V. Kasturi; Rangan, V. Kasturi; Bell, Marie Publication Date: 01/26/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500082 Geographic Setting: Massachusetts Gross Revenue: $1 billion revenues Event Year Start: 1997 Event Year End: 1999 Subjects: Product positioning; Brands; Merchandising Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502060), 11p, by Marie Bell Product Description: This case traces why the $1 billion women's clothing retailer, decided to, attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the best course of action.    Smoke Wars: The Case for and Against the Cigarette Industry   Add   View  24 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 10/10/1989 Revision Date: 10/28/1992 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 590040 Gross Revenue: $30 billion revenues Event Year Start: 1989 Event Year End: 1989 Subjects: Government policy; Exports; Social enterprise; Advertising; New product marketing; Health Academic Discipline: Marketing Product Description: Describes the arguments for and against the tobacco industry. With the per capita demand for cigarettes steadily declining by 2% to 3% every year, the tobacco companies have been using various approaches to stem the tide. Many such moves, however, have come under attack from public policy activists, whose proactive moves themselves have come under attack from cigarette companies.    S1 Corp.   Add   View  10 pp.  Case Author(s): Chun, Samuel Publication Date: 03/17/1997 Revision Date: 07/29/1999 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 597044 Gross Revenue: $218 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Sales; Market segmentation; Pricing Academic Discipline: Marketing Product Description: S1 is a fast growing subsidiary of the Samsung Group in South Korea that sells business security products. S1 has implemented a number of marketing initiatives that the company president would like to have evaluated.    RadioShack   Add   View  24 pp.  Case Author(s): Rangan, V. Kasturi; Rangan, V. Kasturi; Moon, Youngme ; Moon, Youngme ; Bell, Marie Publication Date: 02/04/2000 Revision Date: 04/11/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500081 Geographic Setting: United States Gross Revenue: $3.6 billion revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Change management; Business models; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (500106), 8p, by V. Kasturi Rangan, Marie Bell Product Description: Outlines the transformation of RadioShack stores from a parts and accessories business to a provider of high bandwidth Internet access.    Priceline.com: Name Your Own Price   Add   View  12 pp.  Case Author(s): Dolan, Robert J. Publication Date: 02/15/2000 Revision Date: 08/10/2000 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 500070 Geographic Setting: Connecticut Gross Revenue: $500 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Product planning & policy; Marketing management; Pricing; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (501046), 11p, by Robert J. Dolan Product Description: Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry.    Nettwerk: Digital Marketing in the Music Industry   Add   View  20 pp.  Case Author(s): Deighton, John ; Kornfeld, Leora Publication Date: 10/29/2009 Revision Date: 03/17/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510055 Geographic Setting: North America Number of Employees: 150 Event Year Start: 2008 Subjects: Marketing; Sales Academic Discipline: Marketing Product Description: How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists, and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride let fans consume music on their own terms. He encouraged file-sharing, the remixing of his artists' songs and videos, and an environment in which “the audience is the record company.” In the digital marketplace compact discs mattered much less, said McBride. “Digital assets” were the currency, in the form of ad, television, movie, and videogame song placement, ringtones, mixes, and community-created content. But new artist-label contracts were needed if digital assets were going to flow freely. Moving away from the infrastructure of the music business also meant having to do without the financial, logistical, and promotional power of the major labels. To provide an alternative to the muscle of the major labels, the company is launching a venture capital project called “Polyphonic.”    Consumer Behavior Exercise (F)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596044 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Consumer Behavior Exercise (E)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596043 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Consumer Behavior Exercise (D)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596042 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Consumer Behavior Exercise (C)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596041 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Consumer Behavior Exercise (B)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596040 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Consumer Behavior Exercise (A)   Add   View  2 pp.  Case Author(s): Deighton, John ; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Publisher: Harvard Business School HBS Number: 596039 Subjects: Market research; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597041), 14p, by Susan Fournier, John Deighton Product Description: 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).    Compaq Computer: Intel Inside?   Add   View  8 pp.  Case Author(s): Bell, David E.; Leamon, Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 599061 Geographic Setting: Texas Number of Employees: 32,000 Gross Revenue: $32 billion revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Market research; Computers; Product development; Brands Academic Discipline: Marketing Product Description: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. If the low-priced, non-Intel notebook is a success, the company will maintain or increase its 45% share of the market. If not, it could cease to be a player in the market it has created and filled. Students must evaluate the reliability of the research and decide which of three products to produce.    Communications Policy   Add   View  12 pp.  Case Author(s): Star, Stephen H. Publication Date: 11/01/1975 Revision Date: 09/22/1992 Product Type: Note Publisher: Harvard Business School HBS Number: 576086 Subjects: Communication; Public relations; Advertising; Advertising media; Personal selling; Sales promotions Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (585021), 9p, by John A. Quelch Product Description: Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.    Colgate-Palmolive Co.: The Precision Toothbrush   Add   View  24 pp.  Case Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 04/23/1993 Revision Date: 04/20/2006 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 593064 Geographic Setting: United States Event Year Start: 1992 Event Year End: 1992 Subjects: Profitability analysis; Product positioning; New product marketing Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (595025), 11p, by John A. Quelch Product Description: Colgate-Palmolive Co. is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.    Cofidis   Add   View  19 pp.  Case Author(s): Wathieu, Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501055 Geographic Setting: France Number of Employees: 1,452 Gross Revenue: $450 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Communication strategy; Consumer credit; International marketing; Product planning & policy; Ethics; Advertising; Advertising ethics; Direct marketing; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (501084), 7p, by Luc Wathieu Product Description: An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. This case describes: Cofidis' product and value proposition; the evolving competitive context and cultural complexity of the European credit market; the adaptive marketing strategy of the company, which evolved from bundling with the 3 Suisse catalog, to direct mail, to print advertising in TV guides, to bicycling sponsorship, the results of the strategy; and the challenge and opportunities posed by the Internet. Based on the lessons of the past, can we advise Michel Guillois, CEO of Cofidis, on the best way for him to preserve Cofidis' competitive edge?    Citibank: Launching the Credit Card in Asia Pacific (A)   Add   View  25 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 595026 Geographic Setting: Singapore Gross Revenue: $200 million revenues Event Year Start: 1989 Event Year End: 1989 Subjects: Consumer credit; International marketing; Marketing strategy; Product positioning; Product introduction; Pricing; Service management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (595104), 14p, by Marie Bell Product Description: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students make a decision, and if a “go” decision is made, they work out a comprehensive launch plan.    Circle Gastroenterology Products (B)   Add   View  2 pp.  Case Author(s): Herzlinger, Regina E.; Weber, James Publication Date: 11/05/2003 Revision Date: 12/07/2007 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 304053 Subjects: Marketing strategy; Product development; Product introduction Academic Discipline: Marketing Product Description: Supplements the (A) case.    Analyzing Consumer Preferences   Add   View  14 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Publisher: Harvard Business School HBS Number: 599112 Subjects: Market research; Consumer behavior; Preferences; Consumers Academic Discipline: Marketing Product Description: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application.    Analyzing Consumer Perceptions   Add   View  13 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Publisher: Harvard Business School HBS Number: 599110 Subjects: Market research; Consumer behavior; Consumers; Market structure Academic Discipline: Marketing Product Description: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.    Philip Morris: Marlboro Friday (B)   Add   View  3 pp.  Case Author(s): Silk, Alvin J.; Silk, Alvin J.; Isaacson, Bruce Publication Date: 09/19/1995 Revision Date: 05/21/1996 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 596002 Subjects: Consumer marketing; Marketing management; Marketing strategy; Brands; Pricing Academic Discipline: Marketing Product Description: Supplements the (A) case.    Pepcid AC: Racing to the OTC Market   Add   View  16 pp.  Case Author(s): King, Charles ; King, Charles ; Silk, Alvin J.; Silk, Alvin J.; Berndt, Ernst ; Klein, Lisa R. Publication Date: 02/04/2000 Revision Date: 06/18/2003 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500073 Geographic Setting: Pennsylvania Event Year Start: 1994 Event Year End: 1995 Subjects: Marketing strategy; Market entry; Product positioning; Time to market; Brands; Competition Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (503107), 12p, by Charles King, Alvin J. Silk, Ann Leamon Product Description: Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy.    Omnitel Pronto Italia   Add   View  24 pp.  Case Author(s): Lal, Rajiv ; Knoop, Carin-Isabel ; Raju, Suma Publication Date: 08/28/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501002 Geographic Setting: Italy Number of Employees: 572 Gross Revenue: $400 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Market research; Marketing strategy; Market segmentation; Target markets Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (501075), 10p, by Suma Raju Product Description: Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, “LIBERO,” to improve on past performance.    Tweeter etc.   Add   View  24 pp.  Case Author(s): Gourville, John T.; Wu, George Publication Date: 10/21/1996 Revision Date: 04/15/1997 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 597028 Geographic Setting: United States Number of Employees: 400 Gross Revenue: $60 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Marketing strategy; Pricing; Competition Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597082), 16p, by John T. Gourville, George Wu Product Description: In the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced “Automatic Price Protection” (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mailed a refund check to a consumer if an item purchased at Tweeter was advertised for a lower price by a competitor. Three years later, in 1996, Tweeter is questioning the impact of APP on their current competitive positioning. More importantly, with the pending entry of another major discount chain, Tweeter is forced to question how effective APP will be in a market increasingly dominated by large discount retailers.    Turner Construction Co.   Add   View  18 pp.  Case Author(s): Cespedes, Frank V. Publication Date: 01/08/1985 Revision Date: 06/25/1993 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 585031 Geographic Setting: United States Gross Revenue: $80 million sales Event Year Start: 1983 Event Year End: 1984 Subjects: Project management; Marketing organization; Marketing management; Marketing strategy; Target markets; Marketing implementation Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (587100), 20p, by Frank V. Cespedes Product Description: In June, 1984, a vice president at Turner Construction Co. must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account/project management tasks in the general contracting business.    Staples, Inc.   Add   View  29 pp.  Case Author(s): Bell, David E. Publication Date: 09/28/1992 Revision Date: 07/14/1993 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 593034 Geographic Setting: United States Gross Revenue: $550 million revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Product positioning; Merchandising Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (593093), 5p, by David E. Bell Product Description: Staples is dissatisfied with the merchandising of its office furniture. The case reviews the situation, allowing students to consider whether the category should be dropped or changed. Permits consideration of the portfolio of products a positioning implies, and encourages a discussion on merchandising this particular category.    Procter & Gamble Co.: Lenor Refill Package   Add   View  18 pp.  Case Author(s): Quelch, John A.; Drumwright, Minette E.; Yao, Julie Publication Date: 09/11/1991 Revision Date: 08/01/1996 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 592016 Geographic Setting: Germany Gross Revenue: $600 million sales Event Year Start: 1987 Event Year End: 1987 Subjects: Product development; Packaging; Product management; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (593010), 18p, by John A. Quelch Product Description: The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.    Perrier Relaunch   Add   View  2 pp.  Case Author(s): Greyser, Stephen A.; Greyser, Stephen A.; Klein, Norman Publication Date: 06/27/1990 Product Type: Supplement (Library) Publisher: Harvard Business School HBS Number: 590130 Subjects: Crisis management; Public relations; Advertising; Product recalls Academic Discipline: Marketing Product Description: Supplements Perrier Recall: A Source of Trouble.    Perrier Recall: A Source of Trouble   Add   View  4 pp.  Case Author(s): Greyser, Stephen A.; Greyser, Stephen A.; Klein, Norman Publication Date: 04/10/1990 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 590104 Geographic Setting: United States; France Event Year Start: 1990 Event Year End: 1990 Subjects: Crisis management; Public relations; Advertising; Product recalls Academic Discipline: Marketing Supplementary Materials: Supplement, (590130), 2p, by Stephen A. Greyser, Norman Klein Product Description: When a laboratory discovered traces of the carcinogen benzene in bottles of Perrier, Group Perrier of America immediately announced a voluntary U.S. recall of all Perrier brand imported water. This case describes press coverage of the U.S. recall and the worldwide recall that followed. Also presents key statements by company officials (some presented in the form of advertisements) and various experts. Students are encouraged to explore the several kinds of issues that emerged as the company attempted to explain its problems and advocate the purity of its product. Concludes with the announcement of the relaunch of the brand with “nouvelle production.”    Palm Computing: The Pilot Organizer   Add   View  20 pp.  Case Author(s): Kosnik, Thomas J.; Atluru, Rajesh ; Wasserstein, Kevin Publication Date: 09/24/1998 Revision Date: 12/15/1998 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 599040 Geographic Setting: California Event Year Start: 1997 Event Year End: 1997 Subjects: Standardization; New product marketing; Competition Academic Discipline: Marketing Product Description: Palm Computing appears to be the first to have gotten it “right” in the PDA (personal digital assistant) market. Palm Computing has designed a radically new product which will appeal to certain market segments. However, it is unclear how Palm Computing will fare against industry giant, Microsoft.    Note on Marketing Strategy   Add   View  17 pp.  Case Author(s): Dolan, Robert J. Publication Date: 10/29/1997 Revision Date: 11/01/2000 Product Type: Note Publisher: Harvard Business School HBS Number: 598061 Subjects: Decision making; Marketing strategy Academic Discipline: Marketing Product Description: Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making.    MicroFridge: The Concept   Add   View  2 pp.  Case Author(s): Deighton, John Publication Date: 08/25/1998 Revision Date: 08/07/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 599049 Geographic Setting: Massachusetts Number of Employees: 2 Event Year Start: 1987 Event Year End: 1987 Subjects: Entrepreneurship; Market analysis; Marketing strategy; New product marketing; Marketing implementation Academic Discipline: Marketing Supplementary Materials: Supplement, (503017), 2p, by John Deighton; Case Teaching Note, (503030), 6p, by John Deighton Product Description: Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which competitors he must contend with, with whom to collaborate, and what core capabilities to build.    JWT China: Advertising for the New Chinese Consumer   Add   View  27 pp.  Case Author(s): Koll, Elisabeth Publication Date: 02/24/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 809079 Geographic Setting: China Number of Employees: 220 Subjects: Cross cultural relations; Foreign investment; Advertising; Marketing; Advertising management; Advertising media; Advertising strategy; Marketing management; Demographics; Growth strategy Academic Discipline: Marketing Product Description: This case analyzes the business strategy and expansion of JWT China from the late 1990s to 2008. As part of the world's fourth largest marketing communications network, JWT China grew into one of the largest integrated communications companies in China operating from offices in various parts of the country. The case provides students with a comprehensive history of and insights into China's advertising industry and the challenges for foreign and domestic firms operating within a highly regulated media environment controlled by the Chinese government. At the same time, this case offers insights into the structure of the highly fragmented Chinese consumers market, exploring the socio-economic disparities in income and media access as well as culturally determined consumer behavior across different regions and urban and rural areas. The case lets students explore how these trends might impact JWT's advertising and marketing strategies in the future and how to evaluate JWT's business expansion in China dealing with local and foreign competition.    Concha y Toro   Add   View  24 pp.  Case Author(s): Deshpande, Rohit; Herrero, Gustavo A.; Reficco, Ezequiel Publication Date: 08/21/2008 Revision Date: 06/30/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 509018 Geographic Setting: Chile Subjects: Marketing; Market positioning; Product positioning; Brand management; Branding; Strategic positioning Academic Discipline: Marketing Product Description: Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because “Made in Chile” connotes great value and low price.    Chocolates El Rey   Add   View  21 pp.  Case Author(s): Deshpande, Rohit ; Herrero, Gustavo A.; Cuellar, Regina Garcia Publication Date: 01/04/2008 Revision Date: 02/24/2010 Product Type: Case (Compilation) Publisher: Harvard Business School HBS Number: 508052 Event Year Start: 2006 Subjects: International trade; Entrepreneurial management; Marketing; Branding Academic Discipline: Marketing Product Description: In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. The firm sold its chocolates in four different segments — food services, industry, retail and beverages — and exported 17% of its production, mostly to the United States, Europe, and Japan. El Rey needed to grow, but Redmond wondered how to achieve growth and how to market the “El Rey” brand to its different target segments and international markets. With only 0.5% of the cocoa's world production, was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so, how could El Rey go about it?    WM Wrigley JR. Company: Innovation in China’s Confectionery Market   Add   View  17 pp.  Case Author(s): Farhoomand, Ali F.; Wai, Candise Pong-Wa Publication Date: 12/07/2009 Product Type: Case Publisher: University of Hong Kong HBS Number: HKU878 Geographic Setting: China Subjects: Mergers; Marketing management; Marketing strategy; Product development; Product management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (HKU879), 12p, by Candise Pong-Wa Wai, Ali Farhoomand Product Description: In October 2008, WM Wrigley Jr. Company (“Wrigley”), the world's largest gum-maker, completed a US$23 billion friendly takeover by Mars, a US-based, family-owned company and a global leader in confectionery products. The takeover made Mars the world's largest confectionery company, and Wrigley became a standalone subsidiary of Mars. Wrigley had been outperforming the rest of the confectionery industry in the 10 years leading up to the merger. The merger allowed both Wrigley and Mars to leverage each other's strengths to continue their paths of growth. Mars was attracted by Wrigley's success in China and its product innovation. How has Wrigley succeeded in China's chewing-gum market through product innovation? Bolstered by Mars's financial strength and product portfolio, what product-innovation strategy can it adopt to seize the opportunities for sustained success?    ViniBrasil: New Latitude Wines   Add   View  23 pp.  Case Author(s): Bell, David E.; Neves, Marcos Fava; Thome e Castro, Luciano ; Shelman, Mary Publication Date: 12/11/2008 Revision Date: 02/01/2010 Product Type: Case (Compilation) Publisher: Harvard Business School HBS Number: 509003 Geographic Setting: Brazil Number of Employees: 110 Gross Revenue: $1.3 million Event Year Start: 2008 Subjects: Brands; Brand management Academic Discipline: Marketing Product Description: ViniBrasil is a small wine venture in Brazil started by a top Portuguese wine company, Dao Sul. ViniBrasil grows its grapes in a novel environment (close to the equator) using innovative management practices such as controlled irrigation and year-round harvesting. ViniBrasil 'Rio Sol' wines, which have received several awards, are sold mainly in Brazil where per capita wine consumption is low and there is strong competition from inexpensive imports. Dao Sul must decide how to expand the Brazilian market and also if there is international potential for the new Brazilian wines.    Passion of the Christ (B)   Add   View  4 pp.  Case Author(s): Quelch, John A.; Quelch, John A.; Elberse, Anita ; Elberse, Anita ; Harrington, Anna Publication Date: 09/01/2004 Revision Date: 02/08/2010 Product Type: Supplement (Library) Publisher: Harvard Business School HBS Number: 505026 Subjects: Decision making; Journalists; Religion & business; Advertising; Distribution; Marketing strategy; New product marketing; Marketing campaigns; Audiences; Religious beliefs Academic Discipline: Marketing Product Description: Supplements the (A) case.    Passion of the Christ (A)   Add   View  17 pp.  Case Author(s): Quelch, John A.; Quelch, John A.; Elberse, Anita ; Elberse, Anita ; Harrington, Anna Publication Date: 09/01/2004 Revision Date: 02/08/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 505025 Geographic Setting: United States; California Number of Employees: 20 Gross Revenue: $400 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: Decision making; Journalists; Religion & business; Advertising; Distribution; Marketing strategy; New product marketing; Marketing campaigns; Audiences; Religious beliefs Academic Discipline: Marketing Product Description: Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and others representing likely target audiences in the summer of 2003, the religious movie had started to generate publicity in mainstream media. Five months prior to the film's scheduled opening on February 25, 2004, Berney has to choose whether to continue with the prescreening campaign to stimulate further word-of-mouth among core audiences or switch to a mainstream media advertising campaign more commonly used to promote new movies. He also has to determine the appropriate distribution strategy, in particular whether to opt for a wide or limited release and whether to change the timing of the release.    Hulu: An Evil Plot to Destroy the World?   Add   View  29 pp.  Case Author(s): Elberse, Anita; Gupta, Sunil Publication Date: 10/12/2009 Revision Date: 06/29/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510005 Number of Employees: 140 Event Year Start: 2009 Subjects: Technology; Advertising media; Marketing channels; Business models; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510128), 18p, by Anita Elberse Product Description: To maximize their effectiveness, color cases should be printed in color. In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test “authentication” technology that can facilitate a subscription or pay-per-view model. The case traces the early years of Hulu, a joint venture between News Corp. and NBC Universal, that was initially met with strong skepticism but quickly became on the most celebrated and popular online video business. Provides in-depth information on how the company serves content owners, users, and advertisers. Describes the online video space in considerable detail, also covering economic and viewership statistics that enable a rich discussion of viable business models. Topics Include: Advertising Media, Business models, Digital Technology, Distribution Channels, Internet, Online Media, Television and Videos.    Google in China   Add   View  13 pp.  Case Author(s): Quelch, John A.; Jocz, Katherine E. Publication Date: 01/21/2010 Revision Date: 04/22/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 510071 Geographic Setting: Asia; China Number of Employees: 700 Gross Revenue: $300 million Event Year Start: 2006 Event Year End: 2010 Subjects: Crisis management; Business government relations; Marketing; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510073), 6p, by John A. Quelch; Supplement, (510110), 1p, by John A. Quelch; Supplement, (511024), 1p, by John A. Quelch Product Description: In January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?    American Well: The Doctor Will E-See You Now   Add   View  28 pp.  Case Author(s): Ofek, Elie; Laufer, Ron Publication Date: 03/30/2010 Revision Date: 06/11/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510061 Geographic Setting: United States; Massachusetts Number of Employees: ~100 Event Year Start: 2009 Subjects: Entrepreneurship; Innovation; Technological change; Marketing management; Information & technology; Web technology Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510125), 21p, by Elie Ofek Product Description: What is next for healthcare IT provider American Well, whose innovative Online Care technology allows physicians to deliver care to patients online in real time? Using American Well's platform, patients with non-emergency health concerns can communicate with physicians online or by phone and receive advice or even a diagnosis without having to visit the physician's office. American Well's co-founders, Ido Schoenberg and Roy Schoenberg, believe this platform will reduce the cost of care delivery, create new revenue-earning opportunities for providers, and contribute to a more efficient, convenient healthcare delivery system. While the platform could benefit insurers, providers, employers, and patients alike, the company has only marketed to a few health insurance companies to date. In November 2009, three insurers have adopted the technology and American Well expects several more to do so over the next 12 months. As the company plans to accelerate adoption by health insurers, it is also considering other growth options. Is it too early to commit resources to developing and marketing American Well's second-generation product, which facilitates real-time connectivity between primary care physicians and specialists? Should American Well pursue new markets in the U.S., such as hospitals, chains of clinics, and pharmacies, or even expand internat    Local Motors: Designed by the Crowd, Built by the Customer   Add   View  20 pp.  Case Author(s): Norton, Michael I.; Dann, Jeremy B. Publication Date: 02/19/2010 Revision Date: 03/30/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510062 Geographic Setting: United States Event Year Start: 2010 Subjects: Creativity; Marketing; Sales; Design; Customization; New product marketing; Product lines; Production; Disruptive innovation Academic Discipline: Marketing Product Description: In the wake of the meltdown among US auto manufacturers in 2009, Jay Rogers - CEO of Local Motors - has a new approach for the automotive industry: Decide which models are produced through online design competitions, and then allow customers to “build their own cars” from the winning designs. The case focuses on two key issues: Can Local Motors build a thriving online design community at a reasonable cost? And can customers be convinced to add their own sweat and labor to the manufacturing process? The case is written from the perspective of a start-up company seeking funding while trying to implement a novel business concept.    Kao Corp.   Add   View  17 pp.  Case Author(s): Quelch, John A.; Stern, Aimee L.; Kameda, Noriko Publication Date: 09/18/1990 Revision Date: 11/04/1994 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 591012 Geographic Setting: Japan Gross Revenue: 369 billion Yen Event Year Start: 1985 Event Year End: 1985 Subjects: Distribution; Marketing strategy; Product development; Product management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (591138), 9p, by Elisa M. Palter Product Description: As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion expenditures for Kao's current diaper line.    Intelliseek   Add   View  22 pp.  Case Author(s): Wathieu, Luc ; Wathieu, Luc ; Friedman, Allan Publication Date: 02/15/2005 Revision Date: 05/09/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 505061 Geographic Setting: Ohio Number of Employees: 60 Gross Revenue: $7 million Event Year Start: 2004 Event Year End: 2004 Subjects: Market research; Knowledge management; Consumer marketing Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (506071), 9p, by Luc Wathieu, Allan Friedman Product Description: Intelliseek harvests, filters, and mines the content of messages posted by consumers online and on discussion boards and blogs. For any specified consumer product brand, Intelliseek measures the volume of work-of-mouth and its valence (proportion of positive and negative comments) and produces organized sets of quotes in the manner of a focus group report. This “marketing intelligence” company has been successful selling its reports to the car industry, but finds it difficult to achieve client retention in other areas. New initiatives are suggested: (1) to arrange data in problem-specific templates so that it is more “actionable” and (2) to develop industry benchmark metrics against which the metrics can be compared in a more informative manner. The CEO of the company believes that the key to success is a streamlined, standardized approach to the metrics developed for client brands. The CMO believes that Intelliseek should go much further to capitalize on the opportunity to understand customers emerging from what he calls “consumer-generated media.”    Hale and Dorr (A)   Add   View  16 pp.  Case Author(s): Godes, David B. Publication Date: 06/08/2005 Revision Date: 11/30/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 505005 Geographic Setting: Massachusetts Number of Employees: 1,000 Gross Revenue: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Networking; Sales; Sales compensation; Word-of-mouth marketing Academic Discipline: Marketing Supplementary Materials: Supplement, (505070), 4p, by David B. Godes; Case Teaching Note, (508117), 20p, by David B. Godes Product Description: Highlights how word-of-mouth is crucial in the acquisition of new customers. Specifically, it shows the existence of both internal (to the firm) and external markets for customer leads.    Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives   Add   View  20 pp.  Case Author(s): Cespedes, Frank V. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 587097 Geographic Setting: United States Gross Revenue: $167 million revenues Event Year Start: 1973 Event Year End: 1974 Subjects: Sales; Marketing organization; Marketing management; Sales compensation; Marketing implementation Academic Discipline: Marketing Product Description: Focuses on the compensation plan for Fieldcrest sales representatives. Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or accounts in the best manner. Provides information about the industry, the competitive environment, recent market developments, and the details of the compensation plan as well as comments by managers and salespeople.    Dell—New Horizons   Add   View  24 pp.  Case Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 502022 Number of Employees: 25,000 Gross Revenue: $25 billion revenues Event Year Start: 2002 Event Year End: 2002 Subjects: International marketing; Market positioning; Target markets; Business growth Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (503040), 16p, by V. Kasturi Rangan, Marie Bell Product Description: Founded in 1984, Dell Corp. has achieved phenomenal growth, and by 2000 had topped $25 billion in sales and over $2 billion in net income. In the 4th quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell must make difficult decisions on how to sustain its profitability in light of its broad product portfolio — PCs, workstations, and servers on storage products for a broad cross section of customers in the United States and worldwide. Should it stay the course or fundamentally change strategy?    A Note on Direct Selling in Developing Economies   Add   View  16 pp.  Case Author(s): Chu, Michael ; Segre, Joel Publication Date: 01/07/2010 Revision Date: 03/23/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 310068 Event Year Start: 2008 Subjects: Developing countries; Entrepreneurship; Innovation; Direct sales; Product management; Sales organization; Growth strategy Academic Discipline: Marketing Product Description: Informal and formal direct selling play a particularly important role in developing countries characterized by markets with limited retail sectors. This note explores the practice of direct selling for the company, the sales person and the consumer, as well as the potential of direct selling as a means of reaching the base of the pyramid for both commercial and social purposes.    Sony PlayStation2 (A)   Add   View  27 pp.  Case Author(s): Deshpande, Rohit ; Schulman, Seth M. Publication Date: 08/07/2001 Revision Date: 09/25/2002 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 502016 Geographic Setting: Japan Gross Revenue: $56.6 billion revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Innovation; New product marketing Academic Discipline: Marketing Product Description: In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain consumer environment make the launch difficult. A rewritten version of an earlier case.    Plugging In the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.   Add   View  32 pp.  Case Author(s): Ofek, Elie; Ribatt, Polly Ross Publication Date: 02/22/2010 Revision Date: 05/10/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 510076 Geographic Setting: United States Event Year Start: 2010 Academic Discipline: Marketing Product Description: How will U.S. consumers respond to the proliferation of alternative-fuel vehicles, such as cars powered partially or completely by electricity, in the coming decade? After a century in which fossil fuel-powered vehicles dominated the market, it appeared consumers would have an unprecedented level of choice as to the type of car they purchased and drove. Automakers were introducing various models that used electricity for power, and other power sources, such as fuel cells, were also seeing increased attention. Some observers believed the time was ripe for widespread adoption of these new vehicles: consumers and policymakers were increasingly concerned about the fallout of U.S. dependence on fossil fuel-powered cars-namely, adverse environmental impacts and reliance on foreign sources of oil, plus the fluctuating price of gasoline-and innovative infrastructure technology was being developed to support electric-powered cars. Despite these promising developments, it remained unclear whether consumers were ready to switch to alternative-fuel vehicles on a large scale. Would they be willing to make the lifestyle tradeoffs required for grid-dependent vehicles? How should policymakers intervene, if at all, to encourage adoption, and what marketing activities and incentives might firms employ to stimulate demand?    Social Media   Add   View  14 pp.  Case Author(s): Gupta, Sunil; Armstrong, Kristen; Clayton, Zach Publication Date: 03/04/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 510095 Subjects: Social media Academic Discipline: Marketing Product Description: To maximize their effectiveness, color cases should be printed in color. This note describes the rapidly changing environment of social media and how managers can leverage it.    NASA After Challenger: Restoring an Image   Add   View  18 pp.  Case Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 08/30/1990 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 591009 Geographic Setting: United States Event Year Start: 1986 Event Year End: 1986 Subjects: Crisis management; Management communication; Public relations; Government agencies Academic Discipline: Marketing Product Description: In the days following the loss of the space shuttle Challenger and its crew in January of 1986, NASA officials were unwilling to communicate with the media or the public. A siege mentality took hold, and the press and public responded with intense criticism and inquiry. The case describes NASA's harmonious relationship with the media before Challenger, and the many obstacles William Sheehan faced when he stepped in to attempt to restore NASA's image and relationship with the media after Challenger. The issues include the special problems faced by a public institution with a history of poor internal communication, and the compounded difficulties of attempting to create effective internal policy while also trying to restore credibility with the media and deal with investigative probes.    Major League Baseball Advanced Media: America’s Pastime Goes Digital   Add   View  24 pp.  Case Author(s): Elberse, Anita; Laffel, Brett Publication Date: 03/20/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510092 Geographic Setting: North America; New York Number of Employees: 475 Gross Revenue: $440 M Event Year Start: 2010 Subjects: Technology; Marketing; Business models; Internet Academic Discipline: Marketing Product Description: In January 2010, Bob Bowman, chief executive officer of Major League Baseball Advanced Media — MLB's digital arm — is facing a number of decisions related to its 'app' for Apple's new iPad. What are the best name, price, and set of features for MLBAM's iPad app? The case describes what is often seen as one of the most successful paid-content businesses in sports and media. Provides in-depth information on MLBAM's four main sources of revenues, and relates those to the league's overall revenues. Describes the company's online and mobile offerings in considerable detail, and outlines the choices facing MLB's offering for Apple's iPad device, enabling a rich discussion of viable marketing strategies.    Google in China (B)   Add   View  1 pp.  Case Author(s): Quelch, John A. Publication Date: 04/01/2010 Revision Date: 07/07/2010 Product Type: Supplement (Library) Publisher: Harvard Business School HBS Number: 510110 Geographic Setting: Asia; China Number of Employees: 700 Gross Revenue: $300 million Event Year Start: 2010 Subjects: Crisis management; Business government relations; Marketing; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510073), 6p, by John A. Quelch; Supplement, (511024), 1p, by John A. Quelch Product Description: In a January 2010 public statement, Google threatened to stop censoring its search results on its Google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?    Target Corporation: Maintaining Relevance in the 21st Century Gaming Market   Add   View  25 pp.  Case Author(s): Wilson, Richard E. Publication Date: 04/02/2010 Product Type: Case Publisher: Kellogg School of Management, Northwestern Univ. HBS Number: KEL442 Geographic Setting: United States Subjects: Distribution; Marketing channels; Internet; Strategy Academic Discipline: Marketing Product Description: Target Corporation is concerned that the company might be left out of one of its most lucrative and attractive product categories, video games and game players, as these products increasingly migrate to digital distribution models. What steps should the company take to maintain its relevance and build sustainable competitive advantage as these trends play out? What are the implications for the company's multi-channel online and offline format portfolio going forward?    NFL UK   Add   View  32 pp.  Case Author(s): Ofek, Elie; Godes, David B.; Wickersham, Peter Publication Date: 03/17/2010 Revision Date: 06/28/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510105 Event Year Start: 2009 Subjects: International marketing Academic Discipline: Marketing Product Description: The NFL faces a decision on how to continue efforts to grow its fanbase in the UK. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the UK sports fan and the implications of any move on the U.S. fan. Moreover, the decision should be couched within the broader context of the NFL's goal to expand internationally. Alistair Kirkwood, head of NFL UK, and Chris Parsons, VP of NFL International, must propose a course of action that the London-based team can both execute and that will receive the approval of the NFL's commissioner and owners.    Kingsford Charcoal   Add   View  19 pp.  Case Author(s): Narayandas, Das; Wagonfeld, Alison Berkley Publication Date: 09/19/2005 Revision Date: 07/20/2006 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 506020 Geographic Setting: North America Gross Revenue: $4 billion revenues Event Year Start: 2001 Event Year End: 2001 Subjects: Advertising; Marketing planning; Marketing strategy; Brand management; Pricing; Merchandising Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (507013), 12p, by Das Narayandas Product Description: Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category as a whole grew as well. However, the summer of 2000 represented the first softening in the category in several years. Forces students to step into the brand manager's shoes, analyze the reasons for the current situation, and come up with recommendations related to pricing, branding and advertising, and merchandising and promotion of the Kingsford brand. A rewritten version of an earlier case.    Hearts on Fire — Brand Development Manager   Add   View  23 pp.  Case Author(s): Cespedes, Frank V.; Shapiro, Benson P. Publication Date: 09/30/2008 Revision Date: 06/07/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 709436 Geographic Setting: United States Gross Revenue: $490 million Event Year Start: 2007 Subjects: Communication; Communication strategy; Leadership; Sales; Distribution; Distribution planning; Marketing strategy; Strategy Academic Discipline: Marketing Product Description: Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After 1 year, the CEO, CFO and President must evaluate the impact of the BDM on retail customers, the type of person required to be successful in this position, internal coordination issues with the company's sales force, and the financial returns versus other uses of capital for the company. The case raises issues in aligning business strategy and sales management systems, motivating and managing resellers, people selection, and financial analysis of alternatives.    Worried about strategy implementation? Don’t overlook marketing‘s role   Add   View  11 pp.  Case Author(s): Slater, Stanley F.; Olson, Eric M.; Hult, G. Tomas M. Publication Date: 09/15/2010 Product Type: Case Publisher: Business Horizons HBS Number: BH402 Subjects: Marketing; Strategic planning; Organizational architecture; Strategy; Implementing strategy Academic Discipline: Marketing Product Description: Many executives and scholars have argued that effective strategy implementation is at least as important as-if not more important than-developing a brilliant strategy. While there are several extant viewpoints regarding what is required for successful strategy implementation, perhaps the most influential perspective is that business success requires a fit between strategy and organizational architecture. Organizational architecture subsumes structural variables and capabilities. For the past 10 years, we have studied the performance implications of matching marketing's organizational architecture to four generic business strategies: Prospectors, Analyzers, Low-Cost Defenders, and Differentiated Defenders. Through six empirical studies we have identified best practice matches between these strategy types and: (1) marketing organization culture, (2) marketing strategy, (3) market strategy formation process, (4) market-focused strategic organizational behaviors, (5) marketing organization structure, and (6) marketing control systems. In this article, we bring together findings from each of these studies to provide a comprehensive overview of those marketing actions and policies that are associated with superior firm performance.    U.S. Retail Coffee Market (C)   Add   View  1 pp.  Case Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 07/27/1982 Revision Date: 06/24/1985 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 583001 Subjects: Forecasting; Product portfolio management; Market segmentation; Demographics; Market structure; Competition Academic Discipline: Marketing Product Description: Supplements the (A) and (B) cases. Designed as an in-class handout at the end of Day Two.    U.S. Retail Coffee Market (B)   Add   View  8 pp.  Case Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 02/10/1982 Revision Date: 06/28/1985 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 582088 Geographic Setting: United States Gross Revenue: $5 billion revenues Event Year Start: 1978 Event Year End: 1981 Subjects: Forecasting; Product portfolio management; Market segmentation; Demographics; Market structure; Competition Academic Discipline: Marketing Product Description: Describes the corporate portfolio of General Foods, Procter & Gamble, and Nestle, thereby placing in context their coffee activities in the United States. The objective of this case is to allow students to evaluate each competitor's commitment to the U.S. retail coffee market and the strategic implications of those commitments.    U.S. Retail Coffee Market (A)   Add   View  25 pp.  Case Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 02/10/1982 Revision Date: 08/01/1985 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 582087 Geographic Setting: United States Gross Revenue: $5 billion revenues Event Year Start: 1978 Event Year End: 1981 Subjects: Forecasting; Product portfolio management; Market segmentation; Demographics; Market structure; Competition Academic Discipline: Marketing Supplementary Materials: Supplement, (583001), 1p, by George S. Yip, Jeffrey R. Williams; Supplement, (583003), 8p, by George S. Yip Product Description: Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. Students have to make explicit 5- and 10-year sales and market share forecasts and draw up BCG-type portfolio matrices. Case is part of a two-day series, beginning with an aggregate view of the entire market and its evolution and narrowing to a view of market strategy for a single brand.    Cipla   Add   View  21 pp.  Case Author(s): Deshpande, Rohit; Winig, Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 503085 Geographic Setting: India Gross Revenue: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Patents; AIDS; Ethics; Product lines; Pricing; Social responsibility Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (307021), 14p, by Rohit Deshpande, Aldo Sesia Product Description: The head of Cipla, a $325-million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs.    Calyx & Corolla   Add   View  31 pp.  Case Author(s): Salmon, Walter J.; Wylie, David Publication Date: 11/01/1991 Revision Date: 10/06/1995 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 592035 Geographic Setting: United States Number of Employees: 30 Gross Revenue: $10 million revenues Event Year Start: 1991 Event Year End: 1991 Subjects: Distribution planning; Information systems; Information & technology Academic Discipline: Marketing Supplementary Materials: Video Supplement, (592509), 0p, by KGO TV; Case Teaching Note, (596116), 10p, by Judith Maas, Walter J. Salmon Product Description: Describes a new entry into the $8 billion flower industry in the United States. Combining the use of overnight air freight (Federal Express), information technology, an 800 number, and a catalog, Calyx & Corolla was changing the way flowers had traditionally been distributed, bypassing three layers of distribution, and providing very fresh flowers directly from the growers to consumers. Frames the question of how this start-up venture should grow.    Xanadu on Broadway   Add   View  8 pp.  Case Author(s): Elberse, Anita Publication Date: 12/20/2007 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 508062 Number of Employees: 10 Gross Revenue: 5 million Event Year Start: 2007 Subjects: Marketing; New product marketing; Sales strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (511033), 13p, by Anita Elberse Product Description: Can one of Hollywood's biggest flops magically turn into a Broadway hit? Xanadu, an adaptation of a 1980 Olivia Newton-John roller-disco film described by one critic as “the epic failure to end all epic failures,” opened on Broadway in July 2007. Producer Rob Ahrens, the driving power behind the resurrection, anxiously awaited the verdict of audience members. Was the choice to produce Xanadu the Broadway musical the right choice?    Tesco PLC: Fresh & Easy in the United States   Add   View  21 pp.  Case Author(s): Quelch, John A. Publication Date: 08/11/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 511009 Geographic Setting: United States; United Kingdom Number of Employees: 100,000+ Gross Revenue: 57 billion pounds Event Year Start: 2010 Subjects: International business; Marketing; Distribution; Branding Academic Discipline: Marketing Product Description: To maximize their effectiveness, color cases should be printed in color. Tesco, the world's third largest retailer, is facing problems with its launch of a new retail chain in the U.S.A.    Signode Industries, Inc. (D)   Add   View  1 pp.  Case Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 586062 Subjects: Target markets; Packaging; Pricing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (588023), 28p, by Rowland T. Moriarty, Gordon Swartz Product Description: Signode's packaging division president makes a final decision on the price-flex policy.    Signode Industries, Inc. (C)   Add   View  2 pp.  Case Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 586061 Subjects: Target markets; Packaging; Pricing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (588023), 28p, by Rowland T. Moriarty, Gordon Swartz Product Description: Continues the discussion of the price-flex policy described in the (A) case and the (B) case.    Signode Industries, Inc. (B)   Add   View  2 pp.  Case Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 586060 Subjects: Target markets; Packaging; Pricing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (588023), 28p, by Rowland T. Moriarty, Gordon Swartz Product Description: Describes whether the company adopts the price-flex policy discussed in the (A) case. Price increase in steel strapping raw materials is rescinded by steel industry.    Signode Industries, Inc. (A)   Add   View  18 pp.  Case Author(s): Moriarty, Rowland T., Jr.; May, David; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 04/15/1990 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 586059 Geographic Setting: Illinois Gross Revenue: $250 million sales Event Year Start: 1982 Event Year End: 1984 Subjects: Target markets; Packaging; Pricing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Supplement, (586060), 2p, by Gordon Swartz; Supplement, (586061), 2p, by Gordon Swartz; Supplement, (586062), 1p, by Gordon Swartz; Case Teaching Note, (588023), 28p, by Rowland T. Moriarty, Gordon Swartz Product Description: Signode Industries' packaging division manufactures steel and plastic strapping. In 1981 the company underwent the largest leveraged buyout in U.S. corporate history. The case focuses on the packaging division's need to maintain high profitability in a declining market for steel strapping. Since 1974, Signode has been losing 1% per year of the steel strapping market. Since then, there has also been significant erosion of prices. The division president is faced with 1) decreasing price to increase market share, or 2) maintain/increase prices to increase cash flow. The specific decision revolves around the potential adoption of a price-flex system that is designed to authorize selective discounting by the division's sales personnel.    Marketing Analysis Toolkit: Pricing and Profitability Analysis   Add   View  8 pp.  Case Author(s): Steenburgh, Thomas; Avery, Jill Publication Date: 07/16/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 511028 Subjects: Profitability analysis; Forecasting; Marketing strategy; Pricing; Metrics; Analytics Academic Discipline: Marketing Supplementary Materials: Spreadsheet Supplement, (511701), 0p, by Thomas Steenburgh, Jill Avery Product Description: Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability analysis. Users will learn how to produce and interpret demand curves and calculate the price elasticity of demand. The concepts of revenue, costs, and contribution margin, gross margin, and net income will be introduced to inform profitability analyses. Finally, retailer profitability metrics including retailer margin and penny profit are discussed. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, prebuilt Excel models to calculate demand curves, price elasticity, and profitability metrics for firms and their channel partners, and charts and graphs which help visualize the results.    Marketing Analysis Toolkit: Customer Lifetime Value Analysis   Add   View  9 pp.  Case Author(s): Steenburgh, Thomas; Avery, Jill Publication Date: 07/27/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 511029 Subjects: Marketing planning; Marketing strategy; Market segmentation; Customer & client analysis; Metrics; Analytics Academic Discipline: Marketing Supplementary Materials: Spreadsheet Supplement, (511702), 0p, by Thomas Steenburgh, Jill Avery Product Description: Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, prebuilt Excel models to calculate customer lifetime value, and charts and graphs which help visualize the results.    Infineon Raceway (Sears Point Raceway): Marketing in the Motorsports World   Add   View  44 pp.  Case Author(s): Foster, George; O'Reilly, Norm; Hoyt, David W. Publication Date: 06/15/2010 Product Type: Case Publisher: Stanford University HBS Number: SPM41 Geographic Setting: United States; California Subjects: Motivation; Marketing; Branding Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (SPM41T), 6p, by George Foster, Norm O'Reilly, David W. Hoyt Product Description: This case describes the history, operations, and economics of Infineon Raceway (Sears Point Raceway) in Sonoma, California, and the challenges facing the racetrack as a result of the economic recession of 2008-9. The racetrack's most important race is a NASCAR Sprint Cup event. It also hosts IndyCar, NHRA drag races, and other events. Speedway Motorsports Inc. purchased the track in 1996, and made substantial a capital investment to improve the spectator experience. The track is heavily dependent, financially, on corporate sponsorship. Its naming rights agreement with Infineon Technologies was expiring in 2012, and many of its other corporate sponsors were cutting back or ending their sponsorships due to economic stress. The case describes the advantages of corporate sponsorship, and the ways in which a company can utilized sponsorship to build its brand, reward and motivate employees, drive retail traffic to stores and distributors, and entertain customers. The case includes a 10 page appendix with background information of the basic types of motor racing and descriptions of major racetracks in California.    Arrow Electronics, Inc.   Add   View  20 pp.  Case Author(s): Narayandas, Das Publication Date: 04/20/1998 Revision Date: 01/25/2007 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 598022 Geographic Setting: North America Number of Employees: 8,000 Gross Revenue: $7.5 billion revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Product portfolio management; Distribution; Marketing strategy; Target markets; Internet; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (500111), 18p, by Das Narayandas Product Description: Deals with the issue of cross-selling and managing a portfolio of products and services in business markets. Arrow/Schweber (A/S), a subsidiary of electronic parts distributor Arrow Electronics, has a portfolio of products that differ in the amount of value added by A/S. A/S uses value-added items such as programmable logic chips as “loss leaders” in order to acquire and retain a customer. It makes money when it sells the so-called “commodity” or low value-added products to the same customer. An Internet-based distributor is now offering Arrow a chance to sell commodity products through its e-commerce site. This new channel can threaten Arrow's overall business model if a large portion of its existing customers switch their purchases of the commodity products to this new distribution channel. Arrow needs to decide how it should respond to this challenge.    VerticalNet (www.verticalnet.com)   Add   View  25 pp.  Case Author(s): Narayandas, Das Publication Date: 11/02/1999 Revision Date: 06/27/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500041 Geographic Setting: Pennsylvania Number of Employees: 7,300 Gross Revenue: $25 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Business models; Business to business; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (501060), 13p, by Das Narayandas Product Description: VerticalNet, a leading creator of targeted business-to-business vertical trade communities on the Internet, is trying to expand its model to facilitate e-commerce. Mark Walsh, the CEO of VerticalNet, has to decide how far he can extend the firm's business model without negatively affecting his current franchise.    Sony and the JK Wedding Dance   Add   View  9 pp.  Case Author(s): Deighton, John; Kornfeld, Leora Publication Date: 12/22/2009 Revision Date: 07/27/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 510064 Geographic Setting: United States Number of Employees: 5,000 Gross Revenue: $1.38 B Event Year Start: 2009 Subjects: Marketing Academic Discipline: Marketing Product Description: Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the party that uploaded the video. How should Sony act? This case looks at the issues faced by marketers in an environment in which consumers disseminate content without the assistance, or approval, of gatekeepers.    Siebel Systems: Anatomy of a Sale, Part 3   Add   View  7 pp.  Case Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 503023 Geographic Setting: New York; Massachusetts Number of Employees: 8,000 Gross Revenue: $ 2 billion revenues Event Year Start: 1998 Event Year End: 1999 Subjects: Sales; Sales strategy; Information & technology; Customer relationship management; Applications Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (504087), 7p, by John Deighton, Das Narayandas Product Description: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months — from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 3 describes the unfolding of the sale over a 4-year period.    Siebel Systems: Anatomy of a Sale, Part 2   Add   View  4 pp.  Case Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 02/11/2003 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 503022 Geographic Setting: New York; Massachusetts Number of Employees: 8,000 Gross Revenue: $ 2 billion revenues Event Year Start: 1998 Event Year End: 1999 Subjects: Sales; Sales strategy; Customer relationship management; Applications Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (504087), 7p, by John Deighton, Das Narayandas Product Description: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months — from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 2 describes the start of the sale from the buyer's perspective.    Siebel Systems: Anatomy of a Sale, Part 1   Add   View  9 pp.  Case Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 01/24/2003 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 503021 Geographic Setting: New York; Massachusetts Number of Employees: 8,000 Gross Revenue: $ 2 billion revenues Event Year Start: 1998 Event Year End: 1999 Subjects: Sales; Sales strategy; Information & technology; Customer relationship management; Applications Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (504087), 7p, by John Deighton, Das Narayandas Product Description: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months — from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each stage. Part 1 describes the start of the sale from the seller's perspective.    Product Team Cialis: Getting Ready to Market   Add   View  26 pp.  Case Author(s): Ofek, Elie Publication Date: 10/04/2004 Revision Date: 07/28/2010 Product Type: Case Publisher: Harvard Business School HBS Number: 505038 Event Year Start: 2002 Event Year End: 2002 Subjects: Communication strategy; Market research; Marketing planning; Product positioning; Market segmentation; Target markets; Competition Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (505060), 15p, by Elie Ofek Product Description: To maximize their effectiveness, color cases should be printed in color. Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.    Note on Customer Management (501044)   Add   View  5 pp.  Case Author(s): Narayandas, Das Publication Date: 10/12/2000 Revision Date: 12/03/2002 Product Type: Note Publisher: Harvard Business School HBS Number: 501044 Subjects: Marketing management; Customer relationship management Academic Discipline: Marketing Product Description: Describes a process for managing customers for profit.    Note on Customer Management (502073)   Add   View  56 pp.  Case Author(s): Narayandas, Das Publication Date: 06/19/2002 Product Type: Note Publisher: Harvard Business School HBS Number: 502073 Subjects: Business marketing; Customer relationship management Academic Discipline: Marketing Product Description: Lays out a framework for the management of customers using examples of forms in a variety of industries.    Metabical: Positioning and Communications Strategy for a New Weight Loss Drug   Add   View  11 pp.  Case Author(s): Quelch, John A.; Beckham, Heather Publication Date: 07/22/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4240 Geographic Setting: United States Event Year Start: 2008 Subjects: Marketing communications; Consumer behavior; Product introduction Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (4241), 12p, by John A. Quelch, Heather Beckham Product Description: This case can be used separately or in conjunction with Brief Case #4183, Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight Loss Drug. Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara Printup, Senior Marketing Director for CSP, must develop the positioning strategy and marketing communications plan in preparation for the launch of the new drug. Printup must consider the consumer decision-making process and the interaction between the consumer who purchases the drug and the health care provider who prescribes the medication. Despite promising medical studies and consumer research, poor positioning of the drug in the highly competitive market for weight-loss solutions could spell disaster. Students analyze market research data and consider the optimal positioning strategy and marketing communications program.    Managing Markets Module Note   Add   View  5 pp.  Case Author(s): Narayandas, Das Publication Date: 09/05/2002 Revision Date: 03/28/2003 Product Type: Note Publisher: Harvard Business School HBS Number: 503029 Subjects: Business marketing Academic Discipline: Marketing Product Description: Provides an overview of the managing markets module in the Business Marketing course taught at HBS.    KONE: The MonoSpace Launch in Germany   Add   View  21 pp.  Case Author(s): Narayandas, Das; Swartz, Gordon Publication Date: 05/21/2001 Revision Date: 02/25/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501070 Geographic Setting: Europe; Germany Number of Employees: 20,000 Gross Revenue: $2 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Business marketing; Marketing planning; Marketing strategy; Product management; New product marketing Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (503068), 22p, by Das Narayandas Product Description: Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one of the global players in this industry, has developed the Monospace elevator product that uses revolutionary technologies. This new product is expected to have a significant impact on the current product lines of KONE and its competitors. The firm has test marketed the product in three European country markets to varying degrees of success. The firm is now planning to launch the new product in Germany, the largest country market in Europe and vital to KONE's overall success. With little room for error and the future of the firm at stake, KONE's German subsidiary needs to develop a detailed launch plan for Monospace in Germany.    Hunter Business Group: TeamTBA   Add   View  16 pp.  Case Author(s): Narayandas, Das; Caputo, Elizabeth Publication Date: 12/01/1999 Revision Date: 03/08/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500030 Geographic Setting: Wisconsin Number of Employees: 30 Gross Revenue: $20 million revenues Event Year Start: 1990 Event Year End: 1994 Subjects: Communication; Direct marketing; Marketing strategy; Business to business; Service management; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502066), 13p, by Das Narayandas Product Description: The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of “revolutionizing the face of business-to-business (b2b) direct marketing.” The firm operates under the theory that a seller's communications provide genuine value to a customer, and that successful direct marketing programs result in solid relationships, high retention rates, and increased profitability for the customer. This case highlights, in detail, HBG's implementation of its approach for Star Oil's tire, battery, and accessory (TBA) business that has been facing declining market share and profitability in the face of ever-increasing competition.    Hewlett-Packard—Computer Systems Organization: Selling to Enterprise Customers   Add   View  19 pp.  Case Author(s): Narayandas, Das; Dudley, Robert C. Publication Date: 03/29/2000 Revision Date: 02/14/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500064 Number of Employees: 730,000 Gross Revenue: $20 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Computers; Sales; Business marketing; Sales strategy; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502071), 10p, by Das Narayandas Product Description: In late 1996, Manuel Diaz, head of Worldwide Sales for Hewlett-Packard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational opportunities that might provide HP the next wave of growth while further reducing sales and support costs. HP's current customer management approach, although successful, had involved structural changes that had forced a deep-rooted overhaul of HP's traditional regional sales approach. The new recommendations would necessitate another round of drastic changes in the way HP manages relationships with its large enterprise customers. Diaz does not want to put the sales organization through another round of changes unless he is sure they are necessary. He has to figure out if the organization is ready for more change, and whether the benefits outweigh the costs of implementation. The case provides a detailed review of the audit process and the findings.

Granny’s Goodies, Inc.   Add   View  21 pp.  Case Author(s): Korman, Kathy; Narayandas, Das Publication Date: 11/25/1999 Revision Date: 02/09/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 500049 Number of Employees: 10 Gross Revenue: $2 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Entrepreneurial management; Marketing strategy; Market segmentation Academic Discipline: Marketing Product Description: 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 founders have had to work very hard for each sale. Using extensive customer information that the firm has diligently collected over the previous two years, students need to develop a plan that covers market selection, product policy, and relationship management strategy for the firm.    Google in China (C)   Add   View  1 pp.  Case Author(s): Quelch, John A. Publication Date: 07/07/2010 Revision Date: 07/27/2010 Product Type: Supplement (Library) Publisher: Harvard Business School HBS Number: 511024 Geographic Setting: Asia; China Event Year Start: 2010 Subjects: Multinational corporations Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510073), 6p, by John A. Quelch    Customer Value Measurement at Nortel Networks—Optical Networks Division   Add   View  25 pp.  Case Author(s): Narayandas, Das Publication Date: 02/13/2001 Revision Date: 06/06/2002 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501050 Geographic Setting: Canada Number of Employees: 80,000 Gross Revenue: $22 billion revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Business marketing; Customer retention; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502069), 11p, by Das Narayandas Product Description: Since 1995, Nortel Networks' Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practices to increase customer value. Over the years, key process owners in various parts of the organization have become accustomed to receiving such information in the format with which they are familiar. Recent initiatives by the Customer Value Measurement (CVM) team have shown that the current methodology does not provide all the insights required to achieve the full potential of customer value measurement. The CVM team now needs to present Nortel's senior management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources, minimize the intrusion on customers' time, and add value for the business and customers alike.    Color Kinetics, Inc. (B)   Add   View  4 pp.  Case Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Publisher: Harvard Business School HBS Number: 501078 Subjects: Computers; Entrepreneurs; Business marketing; Target markets Academic Discipline: Marketing Product Description: Supplements the (A) case.    Color Kinetics, Inc. (A)   Add   View  16 pp.  Case Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501077 Geographic Setting: Massachusetts Number of Employees: 40 Event Year Start: 1999 Event Year End: 1999 Subjects: Computers; Entrepreneurs; Business marketing; Target markets Academic Discipline: Marketing Supplementary Materials: Supplement, (501078), 4p, by Das Narayandas, Mary Neuner Caravella Product Description: Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs, and has developed that technology into a successful line of products for its first targeted market of “retailtainment.” Now in November 1999, the management team is evaluating how to best extend this success into other markets and/or strategic initiatives and achieve the growth it has targeted internally and with investors.    CMR Enterprises   Add   View  21 pp.  Case Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 11/13/2000 Revision Date: 04/05/2001 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501012 Geographic Setting: United States Number of Employees: 100 Gross Revenue: $10 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Entrepreneurial management; Target markets; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (502070), 14p, by Das Narayandas Product Description: Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces the changes made at the company and how the relationship with this customer begins to deteriorate. At the end of the case, Marcus must decide whether to fix or end the relationship.    Millipore Background Note   Add   View  9 pp.  Case Author(s): Ofek, Elie; Kindred, Natalie Publication Date: 02/05/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 510059 Geographic Setting: Massachusetts Number of Employees: 6,000 Gross Revenue: $1.6B Event Year End: 2009 Subjects: International business; Innovation; Leadership; Corporate strategy; R&D Academic Discipline: Marketing Product Description: This note provides background on Millipore Corporation, a global provider of products and services used primarily in the discovery, development and production of therapeutic drugs. With a track record of quickly adapting to the evolving needs of its customers, Millipore is an example of an innovation-centered company that has been successful in maintaining both the core capabilities and flexibility to predict and respond to changing market demand.    Classic Knitwear and Guardian: A Perfect Fit?   Add   View  8 pp.  Case Author(s): Quelch, John A.; Girardi, Patricia Publication Date: 06/18/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4217 Geographic Setting: United States Event Year Start: 2006 Subjects: Market research; Forecasting; Consumer marketing; New product marketing; Product lines; Merchandising; Branding Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (4218), 8p, by John A. Quelch, Patricia Girardi; Spreadsheet Supplement, (4219), 0p, by Patricia Girardi, John A. Quelch; Spreadsheet Supplement, (4220), 0p, by John A. Quelch, Patricia Girardi Product Description: Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a licensing agreement with Guardian, a manufacturer of insect repellent that has developed superior repellent technology for clothing. Unlike Classic Knitwear, Guardian is a well-known and well-respected brand in its target market of outdoor enthusiasts, and Classic Knitwear wants to take advantage of this by selling the new clothing line under the Guardian brand. The partnership presents many new opportunities for Classic Knitwear along with many risks. The CEO wants a quick decision in time for the company's upcoming investor call. The case explores challenges in product development, brand management, and consumer marketing. Students are required to complete a breakeven analysis and estimate product demand based on data presented in the case.    Citigroup: Re-Branding in 2007 (A)   Add   View  25 pp.  Case Author(s): Deshpande, Rohit; Knoop, Carin-Isabel Publication Date: 02/28/2008 Revision Date: 04/08/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 508010 Event Year Start: 2006 Subjects: Organizational culture; Customer relationship management; Branding Academic Discipline: Marketing Supplementary Materials: Supplement, (508011), 10p, by Rohit Deshpande, Carin-Isabel Knoop Product Description: With its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of re-branding the entire Citi house of brands while maintaining a focus on being focused on customers. The case describes the history of branding and re-branding at Citigroup at a time of increasing global competition in financial services.    ACHAP (African Comprehensive HIV/AIDS Partnerships): The Merck/Gates Initiative in Botswana   Add   View  23 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 06/30/2005 Revision Date: 03/26/2007 Product Type: Case Publisher: Harvard Business School HBS Number: 505057 Gross Revenue: $50 million revenues Event Year Start: 2004 Event Year End: 2004 Academic Discipline: Marketing Product Description: To maximize their effectiveness, color cases should be printed in color. By June 2004, ACHAP, a three-way partnership of The Bill and Melinda Gates Foundation, Merck, and the Botswana government, had committed nearly $60 million of the $100 million toward various AIDS education, prevention, and treatment programs. It was time to evaluate the success of the program and make strategic shifts, if necessary, looking forward to the future. Includes color exhibits. This case is available in only hard copy format (HBP does not have digital distribution rights to the content). As a result, a digital Educator Copy of the case is not available through this web site.    Target: Responding to the Recession   Add   View  28 pp.  Case Author(s): Gulati, Ranjay; Lal, Rajiv; Ross, Catherine Publication Date: 03/12/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510016 Geographic Setting: United States; Minnesota Number of Employees: 351,000 Gross Revenue: $64 billion Event Year Start: 2009 Subjects: Leadership; Competitive strategy; Marketing; Brand management Academic Discipline: Marketing Product Description: Within 10 months of Gregg Steinhafel's taking over as CEO at Target, the U.S. was mired in the most significant economic downturn in 50 years. Top competitor Wal-Mart had positioned itself well for the crisis, while Target's same store sales began to slide. While Steinhafel believed that Target's long-term strategy and positioning were right, he pondered a set of strategic and operational challenges. Did Target have the right mix of offensive and defensive tactics to weather the downturn and position itself for the economy's eventual recovery? How far could Target go in emphasizing low price-the “pay less” side of its slogan-without eroding the company's core promise of offering unique and upscale products that customers would not see at other low-priced retailers? Would the benefits of adding fresh food to Target's general merchandise stores outweigh the associated challenges?    Natura: Exporting Brazilian Beauty   Add   View  41 pp.  Case Author(s): McKern, Bruce; Yamamoto, Leonardo; Bouissou, Daniela; Hoyt, David W. Publication Date: 01/20/2010 Product Type: Case Publisher: Stanford University HBS Number: IB92 Geographic Setting: United States; Brazil; France; Mexico Subjects: International marketing; International operations; Distribution; Brands; Social responsibility Academic Discipline: Marketing Product Description: This case describes the development and international expansion of Natura, a Brazilian cosmetics company. The company was founded in 1969, and developed products using environmentally sustainable practices, and that were distributed using a direct sales model. The company was highly successful in the Brazil, despite the challenging Brazilian economy. Natura had successfully entered the Mexican and French markets. In 2008, it considered entering the U.S. market. The case describes the company's growth, its principles of environmental and social responsibility, its culture and organization, and its international expansion to 2008. It describes the U.S. market, and the challenges and opportunities that Natura would face if it tried to expand into the U.S.    7-Eleven, Inc.   Add   View  30 pp.  Case Author(s): Bell, David E.; Hogan, Hal Publication Date: 12/04/2003 Revision Date: 01/27/2004 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 504057 Geographic Setting: United States; Japan Gross Revenue: $10 billion revenues Event Year Start: 2003 Event Year End: 2003 Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (505067), 4p, by David E. Bell Product Description: Can 7-Eleven United States replicate the successful experience of 7-Eleven Japan in selling fresh foods through convenience stores? Describes the Japanese system and shows the steps the company is taking to try to achieve the same success in the United States.    Flare Fragrances Company, Inc: Analyzing Growth Opportunities   Add   View  11 pp.  Case Author(s): Quelch, John A.; Donovan, Lisa D. Publication Date: 05/05/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4550 Geographic Setting: United States Event Year Start: 2008 Subjects: Quantitative analysis; Distribution; Product positioning; Market segmentation; Product introduction; New product marketing; Product lines Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (4551), 12p, by John A. Quelch, Lisa D. Donovan; Spreadsheet Supplement, (4553), 0p, by John A. Quelch, Lisa D. Donovan; Spreadsheet Supplement, (4554), 0p, by John A. Quelch, Lisa D. Donovan Product Description: Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent — and possibly separating it from the trusty “umbrella brand” that comprises Flare's other scents; the other involves deepening Flare's penetration into the drugstore channel. In Patterson's view, the firm can pursue the first opportunity, the second, or both — but it must do something . In helping Patterson to assess the opportunities, the marketing team must consider a wide range of factors, including brand management, consumer demographics, and positioning and pricing issues. The case requires students to complete a quantitative assignment as part of case analysis.Key topics include product line management, product positioning, and new product launch.    Compaq Computer: Consumer Notebook Group   Add   View  4 pp.  Case Author(s): Bell, David E.; Leamon, Ann Publication Date: 04/14/1999 Revision Date: 09/20/1999 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 599053 Subjects: Market research; Computers; Focus groups; Research methodology; Marketing management; Product development Academic Discipline: Marketing Product Description: Presents the background for a video of a focus group on Compaq Computer's new consumer notebook. Engineers, manufacturers, and retailers had collaborated on the product design, which has been approved by the executive committee. A launch is scheduled for nine months later. Does the focus group support the decision? Is it reliable? Any changes mean going against conventional wisdom and possible failure in a new market. Must be used with the video.    CEIBS: A Global Business School Made in China   Add   View  32 pp.  Case Author(s): Quelch, John A.; Velamuri, Rama; Liu, Shengjun Publication Date: 05/18/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510088 Geographic Setting: China Subjects: Market positioning; Growth strategy Academic Discipline: Marketing Product Description: To maximize their effectiveness, color cases should be printed in color. President Zhu Xiaoming, Executive President Pedro Nueno, Dean Rolf D. Cremer and Co-Dean Zhang Weijiong, of the China Europe International Business School (CEIBS), were sitting in the boardroom of the Shanghai campus in February, 2009. They made up the Management Committee (MC) of the school, and were preparing for a press conference to announce that the CEIBS MBA program had been ranked 8th in the world and 1st in Asia in the 2009 Financial Times Global MBA Rankings. This was the first time the program had been ranked in the world's top 10, a remarkable achievement considering that CEIBS had been founded just 15 years ago.    Bank of America: Mobile Banking   Add   View  22 pp.  Case Author(s): Gupta, Sunil; Herman, Kerry Publication Date: 03/02/2010 Revision Date: 08/20/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510063 Geographic Setting: United States Event Year Start: 2009 Subjects: Finance; Marketing; Strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (511053), 17p, by Sunil Gupta Product Description: In January 2010, Jen McDonald, head of Bank of America Corporation's (BoA) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BoA launched mobile banking in 2007 and within three years it had 4 million active customers. This success prompted line-of-business managers to request Jen and Doug to include more functionality in the bank's mobile app that were specific to their businesses such as credit cards and mortgages. Jen and Doug had to decide how to leverage the mobile platform for various businesses of the bank without creating confusion or increasing complexity for the consumers. Recognizing the potential impact mobile technology could have on the entire banking industry, they also had to decide on how to position BoA's mobile banking in the long run.    Apple Stores   Add   View  17 pp.  Case Author(s): Wathieu, Luc; Morris, Kevin Publication Date: 03/07/2002 Revision Date: 05/20/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 502063 Geographic Setting: California Number of Employees: 9,603 Gross Revenue: $5,363 million revenues Event Year Start: 2002 Event Year End: 2002 Subjects: Consumer behavior; Competition Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (506069), 9p, by Luc Wathieu Product Description: This case reveals the genesis of the Apple Stores, a revolutionary retail concept launched by Ron Johnson, Apple Computer's senior vice president of retail. In January 2002, Apple Computer was at the eve of one of the most stunning commercial successes ever known in consumer markets. The case details how the retail strategy emerged as a keystone of Apple's overall strategy to support the digital lifestyle of its customers. By analyzing the stores' most innovative elements and discussing the implied management challenges, students reach a deeper understanding of the multi-faceted role of distribution channels in contemporary marketing. The case is an ideal vehicle to understand how the different stages of the marketing process (analysis, strategy, implementation) can be tightly integrated for maximum impact. It also raises interesting issues in consumer behavior: the processes of consumer engagement, empowerment, and conversion to purchase.    Ambient Communication: How to Engage Consumers in Urban Touch-Points   Add   View  19 pp.  Case Author(s): Gambetti, Rossella C. Publication Date: 05/01/2010 Product Type: Case Publisher: California Management Review HBS Number: CMR457 Subjects: Communication strategy; Advertising; Advertising media; Advertising strategy; Consumer behavior; Marketing strategy; Brand management Academic Discipline: Marketing Product Description: This article examines the concept of ambient communication, its evolution, basic categories, and experiential marketing principles. It explores the variety of heterogeneous out-of-home communication tools, whose diversity and innovativeness have so far resulted in a lack of clear understanding and a failure to exploit their full marketing potential. By taking the urban landscape as the core feature of all conventional and unconventional outdoor communication tools, marketers can develop a comprehensive approach to improving ambient communication's effectiveness by focusing on its impact on consumer brand engagement.    Alpen Bank: Launching the Credit Card in Romania   Add   View  8 pp.  Case Author(s): Rangan, V. Kasturi; Yong, Sunru Publication Date: 05/19/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4559 Geographic Setting: Europe; Romania Event Year Start: 2006 Subjects: Consumer credit; International business; International marketing; Marketing strategy; Product positioning; Product introduction; Service management Academic Discipline: Marketing Supplementary Materials: Spreadsheet Supplement, (4560), 0p, by V. Kasturi Rangan, Sunru Yong; Spreadsheet Supplement, (4561), 0p, by V. Kasturi Rangan, Sunru Yong; Case Teaching Note, (4563), 8p, by V. Kasturi Rangan, Sunru Yong Product Description: In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time to reconsider the opportunity despite continued skepticism within the company. Carle faces several important decisions before he can present his plan to the head of International Consumer Businesses. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. This case is appropriate for use in the product policy module of a general marketing course, in a new product course, or in a services management course. Students are required to complete a quantitative assignment as part of case analysis.    Harvard Business School Executive Education: Balancing Online and Offline Marketing   Add   View  16 pp.  Case Author(s): Deighton, John; Kornfeld, Leora Publication Date: 02/23/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510091 Geographic Setting: United States Gross Revenue: $107 million Event Year Start: 2009 Subjects: Marketing Academic Discipline: Marketing Product Description: How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.    United Breaks Guitars   Add   View  13 pp.  Case Author(s): Deighton, John; Kornfeld, Leora Publication Date: 01/06/2010 Revision Date: 04/12/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510057 Geographic Setting: North America Event Year Start: 2009 Subjects: Marketing; Marketing management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510123), 7p, by John Deighton, Leora Kornfeld Product Description: When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a music video detailing United's mishandling of his $3,500 guitar and the company's subsequent refusal to compensate him. The song was called “United Breaks Guitars.” Within one week it received 3 million views and mainstream news coverage followed, with CNN, The Wall Street Journal, BBC, the CBS Morning Show, and many other print and electronic outlets picking up on the story. The mechanics of viral propagation are uncovered and the limited opportunities for response by the firm are revealed. The case supports the notion of the Internet as an insurgent medium, better at attack than at defense.    TruEarth Healthy Foods: Market Research for a New Product Introduction   Add   View  12 pp.  Case Author(s): Rangan, V. Kasturi; Yong, Sunru Publication Date: 12/24/2009 Product Type: Case HBS Number: 4065 Industry Setting: Food Event Year Start: 2008 Subjects: Brands; Consumer markets; Market research Academic Discipline: Marketing Product Description: Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market research, first using focus groups to test the concept and then following up with take-home trials. Acting as brand managers, students must complete a quantitative analysis of the available data to project the sales volume for pizza and then decide whether to bring the new product to market. Learning objective: 1. Understand the assumptions and techniques for estimating markets and projecting sales 2. Analyze and interpret data to decide whether to bring a new product to market 3. Recognize the importance of perceived value to consumers for a new product as compared with existing products 4. Understand the limitations of making decisions based on research and available data.    Soren Chemical: Why is the New Swimming Pool Product Sinking?   Add   View  8 pp.  Case Author(s): Rangan, V. Kasturi; Yong, Sunru Publication Date: 04/09/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4188 Geographic Setting: United States Event Year Start: 2007 Subjects: Communication strategy; Marketing channels; Marketing strategy; Marketing mix; New product marketing; Pricing; Branding Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (4190), 7p, by V. Kasturi Rangan, Sunru Yong; Spreadsheet Supplement, (4191), 0p, by V. Kasturi Rangan, Sunru Yong; Spreadsheet Supplement, (4192), 0p, by V. Kasturi Rangan, Sunru Yong Product Description: Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling because Coracle is chemically similar to another Soren product that has sold well for treatment of larger pools. Soren distributes the other product B2B through “chemical formulators” serving the commercial pools market — but Soren uses wholesale distributors to sell Coracle. Given the slow start in establishing Coracle as a consumer brand, Moritz suspects that the go-to-market strategy may be flawed, but she is unsure where the problem lies; she examines channel strategy, distribution partners, the Coracle pricing scheme, the threat of competitors' offerings, and other potential problem sources.    Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug   Add   View  9 pp.  Case Author(s): Quelch, John A.; Beckham, Heather Publication Date: 04/14/2010 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 4183 Geographic Setting: United States Subjects: Return on investment; Forecasting; Pricing policies; Demand planning Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (4184), 11p, by John A. Quelch, Heather Beckham; Spreadsheet Supplement, (4186), 0p, by John A. Quelch, Heather Beckham; Spreadsheet Supplement, (4187), 0p, by John A. Quelch, Heather Beckham Product Description: Topics Include: Pricing Policy, Demand Forecasting, New Product Development, Cost-Based Pricing, Target-Return Pricing, Product Packaging, Sales Forecasting, Competitive-Oriented Pricing, Demand-Oriented Pricing and Return on Investment Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), has been placed in charge of managing the upcoming launch of CSP's latest major drug, Metabical. Metabical will be the first prescription medication approved by the FDA specifically for moderately overweight individuals. It is April 2008, and Printup must develop demand forecasts and determine the appropriate packaging and pricing strategies in anticipation of the FDA approval and January 2009 launch. The case includes a quantitative assignment for students.    Merrill Lynch: Integrated Choice (Abridged)   Add   View  18 pp.  Case Author(s): McFarlan, F. Warren; Weber, James Publication Date: 02/23/2001 Revision Date: 04/25/2001 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 301081 Geographic Setting: New York Number of Employees: 70,000 Event Year Start: 2000 Event Year End: 2000 Subjects: Marketing channels; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (302040), 10p, by F. Warren McFarlan 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 in the company. A rewritten version of an earlier case.    Genzyme: The Renvela Launch Decision   Add   View  14 pp.  Case Author(s): Calkins, Tim; Harris, Lynn Publication Date: 07/01/2009 Product Type: Case Publisher: Kellogg School of Management, Northwestern Univ. HBS Number: KEL412 Geographic Setting: United States Industry Setting: Biotechnology; Health case services; Pharmaceuticals Subjects: Marketing strategy; New product marketing Academic Discipline: Marketing Product Description: Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure. Renvela is a slightly different version of Genzyme's highly successful Renagel. Company executives must now decide how best to launch Renvela. Should it replace Renagel? Should it be a premium version of Renagel? Is it worth launching the product at all? The case appears rather simple on the surface, but the questions are challenging to work through. Learning objective: This case, launched with great success in the 2009 Kellogg Biotech and Healthcare Case Competition, can be used to teach growth strategy and new product strategy. It also provides an introduction to the pharmaceutical industry. Students will be given the opportunity to think critically about the role of innovation, risk, and ethics in healthcare-related firms.    Fabtek (A)   Add   View  16 pp.  Case Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr.; Cline, Craig E. Publication Date: 05/13/1992 Revision Date: 11/02/1992 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 592095 Geographic Setting: United States Gross Revenue: $31 million sales Event Year Start: 1991 Event Year End: 1991 Subjects: Competitive bidding; Order processing; Target markets; Pricing; Production scheduling Academic Discipline: Marketing Supplementary Materials: Supplement, (592096), 2p, by Benson P. Shapiro, Rowland T. Moriarty; Case Teaching Note, (593006), 20p, by Benson P. Shapiro Product Description: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different order-mix/customer situation issues. The case forces the student to choose among the four orders, given conflicting estimates of capacity available, other business likely to come along, and the requirements of each order. A rewritten version of an earlier case.    So what if remanufacturing cannibalizes my new product sales?   Add   View  22 pp.  Case Author(s): Atasu, Atalay ; Guide, V. Daniel R., Jr.; Van Wassenhove, Luk N. Publication Date: 02/01/2010 Product Type: Case Publisher: California Management Review HBS Number: CMR447 Subjects: Market positioning; Market segmentation; Product development; Product life cycle; Product management; New product marketing; Manufacturing strategy Academic Discipline: Marketing Product Description: Remanufactured products do not always cannibalize new product sales. To minimize cannibalization and create additional profits, managers need to understand how consumers value remanufactured products. This is not a static decision and should be re-evaluated over the entire product life cycle. While managers have a responsibility to maximize profits for the firm, this is not necessarily equivalent to maximizing new product sales. A portfolio that includes remanufactured products can enable firms to reach additional market segments and help block competition from new low-end products or third-party remanufacturers.    Ontela PicDeck (A): Customer Segmentation, Targeting, and Positioning   Add   View  7 pp.  Case Author(s): Sawhney, Mohanbir ; Grayson, Kent ; Duprss, Patrick ; Hsu, Christine ; Metzger, Ryan ; Obuchi, Fuminari ; Sundaram, Arum ; Wilson, Kari Publication Date: 12/01/2009 Product Type: Case Publisher: Kellogg School of Management, Northwestern Univ. HBS Number: KEL450 Geographic Setting: United States Subjects: Technology; Marketing; Wireless technologies Academic Discipline: Marketing Supplementary Materials: Supplement, (KEL451), 6p, by Mohanbir Sawhney, Kent Grayson, Patrick Duprss, Christine Hsu, Ryan Metzger, Fuminari Obuchi, Arum Sundaram, Kari Wilson; Case Teaching Note, (KEL452), 15p, by Kent Grayson, Mohanbir Sawhney; Spreadsheet Supplement, (KEL453), 7p, by Mohanbir Sawhney, Kent Grayson, Patrick Duprss, Christine Hsu, Ryan Metzger, Fuminari Obuchi, Arum Sundaram, Kari Wilson Product Description: Ontela, a technology start-up company, has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition of the PicDeck service for wireless carriers (its direct customers), who need to be convinced that the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty. Part A of the case provides qualitative information on customer personae that represent different customer segments. Students are asked to develop a targeting and positioning strategy based on this qualitative information. Part B provides quantitative data on customer preferences that can be used to identify response-based customer segments, as well as demographic and media habits information    New York Life and Immediate Annuities   Add   View  21 pp.  Case Author(s): Rotemberg, Julio J.; Gourville, John T. Publication Date: 11/02/2009 Revision Date: 03/23/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510040 Geographic Setting: United States Number of Employees: 10000+ Gross Revenue: $billions Event Year Start: 2009 Subjects: Finance; Consumer behavior; Sales force management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510094), 17p, by John T. Gourville, Julio J. Rotemberg Product Description: By positioning Immediate Annuities as “guaranteed lifetime income,” New York Life has built itself a $1.4 billion per year business by 2009. However, to make Immediate Annuities a mainstream financial product for retirees, New York Life must understand why many retirees are reluctant to buy them and many agents are reluctant to sell them.    Merck: Global Health and Access to Medicines   Add   View  28 pp.  Case Author(s): Rangan, V. Kasturi; Lee, Katharine Publication Date: 02/25/2009 Revision Date: 12/21/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 509048 Gross Revenue: $24 billion Event Year Start: 2009 Subjects: Emerging markets; Pricing; Social responsibility Academic Discipline: Marketing Product Description: To maximize their effectiveness, color cases should be printed in color. The case describes the effort of Merck, a global leader in pharmaceuticals, in making available its medicines to the poor. The challenge for the company (or for that matter, any pharmaceutical company) is how to integrate its business strategy with its corporate social responsibility, especially when operating in “lower income” countries.    Marketing at Wachtell, Lipton, Rosen & Katz   Add   View  8 pp.  Case Author(s): Lorsch, Jay W.; Graff, Samantha K. Publication Date: 11/29/1995 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 496037 Geographic Setting: New York Number of Employees: 500 Gross Revenue: $100 million revenues Event Year Start: 1995 Event Year End: 1995 Subjects: Organizational behavior; Managing professionals; Organizational structure; Organizational design; Marketing strategy Academic Discipline: Marketing Product Description: Describes the history and unique operating principles of the most successful corporate law firm in the country. Closes with a lengthy quotation by Martin Lipton, who is one of the firm's founding partners and who is described in an American Lawyer article as the “Elvis Presley of the M&A field.” Lipton reflects on certain activities that the firm carries out aimed at building its reputation. Whether or not these activities constitute marketing is left an open question.    Marketing Analysis Toolkit: Situation Analysis   Add   View  10 pp.  Case Author(s): Steenburgh, Thomas ; Avery, Jill Publication Date: 02/04/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 510079 Subjects: Five forces; Marketing planning; Marketing strategy; SWOT analysis Academic Discipline: Marketing Product Description: Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing information about the internal and external marketing environments firms face: 5 C's Analysis, Porter's Five Forces Industry Analysis, and SWOT Analysis. These analyses help students understand the analytical processes by which managers understand themselves, their consumers, and the marketplaces in which they compete. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing the situation analysis section of a marketing plan.    Marketing Analysis Toolkit: Market Size and Market Share Analysis   Add   View  7 pp.  Case Author(s): Steenburgh, Thomas ; Avery, Jill Publication Date: 02/04/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 510081 Subjects: Marketing planning; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Spreadsheet Supplement, (510714), 0p, by Thomas Steenburgh, Jill Avery Product Description: Marketers frequently need to estimate the size of their markets — both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, pre-built Excel models to calculate market size, market penetration, and market share, and charts and graphs which help visualize the results.    Marketing Analysis Toolkit: Breakeven Analysis   Add   View  6 pp.  Case Author(s): Steenburgh, Thomas ; Avery, Jill Publication Date: 02/04/2010 Product Type: Note Publisher: Harvard Business School HBS Number: 510080 Subjects: Breakeven analysis; Marketing planning; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Spreadsheet Supplement, (510713), 0p, by Thomas Steenburgh, Jill Avery Product Description: Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by calculating the breakeven point. In this note, we introduce the concept of breakeven analysis and show how it is used to guide marketing decision making. This analysis helps students assess the feasibility of proposed fixed and variable marketing expenditures, the feasibility of permanent pricing changes, and the feasibility of a new product introduction. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, pre-built Excel models to calculate breakeven, and charts and graphs which help visualize the results.    Astra Sports, Inc. (B)   Add   View  3 pp.  Case Author(s): Quelch, John A. Publication Date: 08/12/1994 Revision Date: 12/10/1996 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 595008 Geographic Setting: Venezuela Event Year Start: 1991 Event Year End: 1991 Subjects: International marketing; Consumer marketing; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (596070), 10p, by John A. Quelch, Christine Steinman Product Description: Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra.    Astra Sports, Inc. (A)   Add   View  3 pp.  Case Author(s): Quelch, John A. Publication Date: 08/19/1994 Revision Date: 07/06/1995 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 595007 Event Year Start: 1986 Event Year End: 1986 Subjects: International marketing; Consumer marketing; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (596055), 5p, by John A. Quelch Product Description: Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America.    Zenith: Marketing Research for High Definition Television (HDTV)   Add   View  22 pp.  Case Author(s): Sultan, Fareena Publication Date: 10/17/1990 Revision Date: 07/24/1991 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 591025 Geographic Setting: United States Event Year Start: 1990 Event Year End: 1990 Subjects: Market research; Forecasting; Computers; Innovation; Product introduction Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (591109), 21p, by Fareena Sultan Product Description: Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various marketing research options available to Zenith in August 1990. In particular managers have to decide whether to conduct a study to examine consumer preferences for the wider screen format of HDTV. They also need to forecast HDTV demand from 1992-2000 under pessimistic, most likely and optimistic scenarios that have to be defined. Can be used to expose students in an introductory marketing management course to various marketing research methods available to assess consumer preferences for new products and innovations. In particular it exposes students to conjoint analysis' methodology. Also allows students an opportunity to assess the situation facing Zenith and explore forecasting marketing potential via scenario analysis.    WESCO Distribution, Inc.   Add   View  28 pp.  Case Author(s): Narayandas, Das Publication Date: 11/10/1997 Revision Date: 02/09/1998 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 598021 Geographic Setting: United States Number of Employees: 500 Gross Revenue: $3 billion revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Marketing channels; Marketing strategy; Suppliers; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (598093), 21p, by Das Narayandas Product Description: In 1996, WESCO, a national distributor of electrical equipment and supplies, charted out a growth of 6 to 8 percent in sales, and 12 to 16 percent in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts (NA) program that WESCO has developed to serve its major industrial customers in response to recent changes that they made to their business processes. However, as of June 1997, the NA program has not delivered the expected results. WESCO now needs to isolate the root cause of the NA program shortfall and implement changes that will put this program back on track. It needs to decide whether to continue to be proactive in initiating, building, and maintaining national accounts, or to be passive and offer the NA program only after customers have shown a legitimate interest.    Sealed Air Corp.   Add   View  17 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/11/1982 Revision Date: 09/24/1985 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 582103 Geographic Setting: New Jersey Gross Revenue: $88 million assets Event Year Start: 1981 Event Year End: 1981 Subjects: Target markets; Packaging; Product introduction; Product lines; Sales compensation; Competition; Disruptive innovation Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (585110), 22p, by Robert J. Dolan; Case Teaching Note, (590078), 7p, by E. Raymond Corey Product Description: Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper. The company must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Software for this case is available (9-587-513).    SaleSoft, Inc. (A)   Add   View  22 pp.  Case Author(s): Narayandas, Das Publication Date: 05/28/1996 Revision Date: 03/24/1998 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 596112 Geographic Setting: United States Number of Employees: 40 Event Year Start: 1995 Event Year End: 1995 Subjects: Computers; Marketing strategy; Product management; Product introduction; Pricing; Automation; Applications Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (598020), 24p, by Das Narayandas Product Description: SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle have made it difficult for the firm to convert interest into sales orders. SaleSoft now has an opportunity to sell a part of the total CSAS solution as a stand-alone product. This “Trojan Horse” (TH) product offers an easy way for the firm to enter new customer accounts, gain quick sales, and generate much needed revenues. However, it could potentially distract the firm from its primary objective and cannibalize CSAS sales. SaleSoft needs to decide whether to continue selling CSAS or launch TH. And, the firm needs to develop a detailed marketing strategy to implement this decision.    Rogers Communications, Inc.: The Wave   Add   View  17 pp.  Case Author(s): Deighton, John ; Voermann, Karsten ; Gilyard, Reginald Publication Date: 11/22/1996 Revision Date: 12/20/1996 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 597050 Geographic Setting: Canada Gross Revenue: $1.1 billion revenues Event Year Start: 1995 Event Year End: 1995 Subjects: Consumer marketing Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597078), 11p, by John Deighton Product Description: Rogers Communications, Inc., Canada's largest cable television provider, is deciding how it should respond to developments that appear to portend the convergence of its industry with the computing and telecommunications industries. In particular, it is investigating how it should test the market for high-speed Internet access via cable modem. This case describes decisions that need to be made to bring this service to market in a suburb of Toronto.    Vicks Health Care Division: Project Scorpio (A)   Add   View  20 pp.  Case Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 582039 Geographic Setting: United States Gross Revenue: $1 billion sales Event Year Start: 1979 Event Year End: 1981 Subjects: Market research; Consumer marketing; Product development; New product marketing; Health Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (585109), 46p, by Robert J. Dolan; Video Supplement, (883519), 0p, by Product Description: 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.    MEM Co., Inc.   Add   View  16 pp.  Case Author(s): Quelch, John A. Publication Date: 05/01/1981 Revision Date: 05/14/1985 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 581154 Geographic Setting: New Jersey Gross Revenue: $60 million sales Event Year Start: 1980 Event Year End: 1980 Subjects: Marketing management; New product marketing Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (583014), 13p, by John A. Quelch; Video Supplement, (882550), 0p, by John A. Quelch Product Description: The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget.    Marsh Supermarkets, Inc. (A): The Marsh Super Study   Add   View  20 pp.  Case Author(s): Burke, Raymond R. Publication Date: 11/02/1993 Revision Date: 03/07/1995 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 594042 Geographic Setting: Indiana Gross Revenue: $1 billion revenues Event Year Start: 1991 Event Year End: 1991 Subjects: Market research; Consumer behavior; Sales promotions Academic Discipline: Marketing Product Description: In response to recent trends in grocery retailing, Marsh Supermarkets has completed an intensive 65-week study of the activity at 5 superstores in the midwest United States. The study tracked the sales, profits, space, and promotion dynamics of the entire store: dry grocery, general merchandise, health and beauty care, and perishables. (These data are provided in the case exhibits.) Management hoped the study would provide insights on how and why products sell, identify product categories of greatest strategic importance, and spot inefficiencies in store operations.    Marketing at The Vanguard Group   Add   View  21 pp.  Case Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 08/05/2003 Revision Date: 07/20/2004 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 504001 Geographic Setting: United States Number of Employees: 11,000 Event Year Start: 2003 Event Year End: 2003 Subjects: Marketing strategy; Market segmentation; Mutual funds Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (505023), 11p, by John A. Quelch Product Description: Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light of an economic and stock market downturn.    Loctite Corp.: Industrial Products Group   Add   View  18 pp.  Case Author(s): Quelch, John A. Publication Date: 12/01/1980 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 581066 Geographic Setting: United States Gross Revenue: $150 million sales Event Year Start: 1978 Event Year End: 1978 Subjects: Communication strategy; Marketing mix; Target markets; New product marketing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (582075), 25p, by John A. Quelch; Video Supplement, (882549), 0p, by John A. Quelch Product Description: A new product introduction strategy covering all elements of the marketing mix must be planned for equipment designed to dispense industrial adhesives. The equipment and adhesives are manufactured by the same company.    Jurassic Park   Add   View  18 pp.  Case Author(s): Quelch, John A. Publication Date: 11/20/1995 Revision Date: 03/28/2000 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 596014 Gross Revenue: $1 billion revenues Event Year Start: 1993 Event Year End: 1993 Subjects: Licensing; International marketing; Merchandising Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (596081), 9p, by John A. Quelch Product Description: Managers at MCA/Universal Merchandising are reviewing worldwide merchandising and licensing arrangements for the movie Jurassic Park.    Johnson & Johnson: The Tylenol Tragedy   Add   View  3 pp.  Case Author(s): Greyser, Stephen A. Publication Date: 10/12/1982 Revision Date: 05/26/1992 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 583043 Geographic Setting: United States Event Year Start: 1982 Event Year End: 1982 Subjects: Crisis management; Consumer behavior; Product recalls; Product safety; Social responsibility Academic Discipline: Marketing Product Description: In October 1982, Johnson & Johnson was confronted with a major crisis when seven deaths were attributed to poisoned Tylenol. The case reviews the facts as known a week after the incident occurred, and raises a wide range of questions regarding consumer behavior, corporate responsibility, and competitive reaction.    Heineken N.V.: Global Branding and Advertising   Add   View  13 pp.  Case Author(s): Quelch, John A. Publication Date: 10/11/1995 Revision Date: 01/05/1998 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 596015 Geographic Setting: Netherlands Event Year Start: 1994 Event Year End: 1994 Subjects: International marketing; Advertising; Consumer behavior; Market segmentation; Brands Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (598080), 8p, by John A. Quelch 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.    Goodyear: The Aquatred Launch   Add   View  23 pp.  Case Author(s): Quelch, John A.; Isaacson, Bruce Publication Date: 07/23/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 594106 Geographic Setting: Ohio Number of Employees: 105,000 Gross Revenue: $10.9 billion revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Marketing channels; Distribution planning; Marketing management; Marketing strategy; New product marketing; Marketing implementation Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (595016), 14p, by John A. Quelch Product Description: After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.    Going to Market   Add   View  10 pp.  Case Author(s): Dolan, Robert J. Publication Date: 01/06/1999 Revision Date: 10/30/2000 Product Type: Note Publisher: Harvard Business School HBS Number: 599078 Subjects: Marketing channels; Marketing management Academic Discipline: Marketing Product Description: Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management.    Glossary of Marketing Terms   Add   View  24 pp.  Case Author(s): Tedlow, Richard S. Publication Date: 09/01/1981 Revision Date: 07/30/1987 Product Type: Note Publisher: Harvard Business School HBS Number: 582044 Subjects: Marketing mix Academic Discipline: Marketing Product Description: Provides definitions of marketing terms.    Gap, Inc.: Building a Brand   Add   View  34 pp.  Case Author(s): Salmon, Walter J.; Wylie, David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 593043 Geographic Setting: California Gross Revenue: $2.5 billion revenues Event Year Start: 1980 Event Year End: 1992 Subjects: Advertising Academic Discipline: Marketing Product Description: Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising.    Federal Express (B)   Add   View  14 pp.  Case Author(s): Lovelock, Christopher H. Publication Date: 11/01/1978 Revision Date: 06/01/1982 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 579040 Geographic Setting: Tennessee Gross Revenue: $75 million annual sales Event Year Start: 1976 Event Year End: 1976 Subjects: Communication strategy; Advertising media; Market segmentation; Market definition; Product lines; Personal selling Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (581020), 10p, by Christopher H. Lovelock Product Description: Federal Express is a small-package airline operating throughout the United States. After initial heavy losses, it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for “Courier Pak,” an overnight document delivery service with presently limited sales. Emphasizes product line policy and market analysis.    Eyeblaster: Enabling the Next Generation of Online Advertising   Add   View  24 pp.  Case Author(s): Ofek, Elie Publication Date: 09/05/2003 Revision Date: 05/22/2006 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 504005 Geographic Setting: United States Event Year Start: 2002 Event Year End: 2002 Subjects: Technology; Advertising; Marketing strategy; Market entry; Market positioning; Pricing; Competition; Business growth; Internet Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (504091), 23p, by Elie Ofek Product Description: To maximize their effectiveness, color cases should be printed in color. Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Includes color exhibits.    ENSR International   Add   View  24 pp.  Case Author(s): Godes, David B. Publication Date: 02/27/2003 Revision Date: 05/27/2004 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 503075 Geographic Setting: United States Number of Employees: 1,000 Gross Revenue: $210 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Sales; Sales organization; Sales strategy; Service management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (503094), 17p, by David B. Godes Product Description: What is the best way to “sell” consulting services? Should the firm focus on key accounts? Should it have dedicated salespeople? How should the firm account for “selling” activities in its compensation plan? ENSR is an environmental consulting firm located in Westford, MA. It consults on a variety of topics, such as air and water qualit, wildlife resource management, and workplace safety. As a result, its 1,000 consultants are drawn from very diverse backgrounds. The firm's top management seeks to deliver sales and utilization growth from this complex organization. The question is how should they do it?    Eastman Kodak Co.: Funtime Film   Add   View  5 pp.  Case Author(s): Dolan, Robert J. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 594111 Geographic Setting: United States Gross Revenue: $20 billion revenues Event Year Start: 1994 Event Year End: 1994 Subjects: Marketing management; Market segmentation; Product lines; Brands; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (597080), 17p, by Robert J. Dolan Product Description: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.    Coop: Market Research   Add   View  14 pp.  Case Author(s): Bolton, Ruth ; Moon, Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: Case (Gen Exp) Publisher: Harvard Business School HBS Number: 599113 Geographic Setting: United States Gross Revenue: $58.9 million revenues Event Year Start: 1995 Event Year End: 1995 Subjects: Market research Academic Discipline: Marketing Product Description: Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals.    Nanosolar, Inc.   Add   View  28 pp.  Case Author(s): Steenburgh, Thomas; Wagonfeld, Alison Berkley Publication Date: 08/31/2009 Revision Date: 10/15/2009 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510037 Geographic Setting: Silicon Valley Event Year Start: 2009 Subjects: Globalization; Marketing strategy; Green marketing; Product management; New product marketing; Pricing; Business & government Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510111), 5p, by Thomas Steenburgh Product Description: Nanosolar is a start-up company in the clean tech sector. It expects to be one of the first manufacturers to produce thin-film solar panels using copper indium gallium (di)selenide (CIGS) technology. Although this technology is less efficient in producing electricity than polysilicone, it is much less costly too. As it is about to enter the market, Nanosolar is facing the decision on which market to enter. Should it attempt to go into the European market which has established feed-in tariffs? Or should it enter the nascent, but growing US market?    Hilton HHonors Worldwide: Loyalty Wars   Add   View  18 pp.  Case Author(s): Deighton, John ; Deighton, John ; Shoemaker, Stowe Publication Date: 10/12/2000 Revision Date: 11/08/2005 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 501010 Geographic Setting: California Gross Revenue: $1 billion revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Customer retention; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (501059), 14p, by John Deighton Product Description: Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct “heavy half” to their customer base, and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing.    Emotiv Systems Inc.: It’s the Thoughts that Count   Add   View  28 pp.  Case Author(s): Ofek, Elie; Riis, Jason; Hamilton, Paul Publication Date: 10/15/2009 Revision Date: 05/03/2010 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 510050 Geographic Setting: Australia Gross Revenue: N/A Event Year Start: 2007 Subjects: Innovation; Technology; Marketing; Marketing strategy; Target markets; Product development Academic Discipline: Marketing Product Description: Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed a special headset, called EPOC, and highly sophisticated software that can translate a person's emotions, cognitive thoughts and facial expressions into digital outcomes. Emotiv wants the technology to be adopted by mainstream consumers and is leaning towards the video game market as its primary initial target. However, it needs to decide whether to continue efforts to convince one of the big three console makers (PS3, Xbox 360, Wii) to enable the EPOC on their platform or to settle for the PC gaming market. Alternatively, the company could have chosen a number of different markets to focus on (such as medical, military, market research). A host of additional marketing decisions (pricing, channels, bundling a demo game) need to be made. The case allows students to grapple with the issues of: selecting a target application for the launch of an innovation; determining the importance of having a big name partner for the launch by an unknown start-up; considering the wisdom of taking a B2C rather than B2B approach with a novel technology; using analogous products to forecast demand and sales for a new technology.    Metro-Goldwyn-Mayer (MGM) and Tom Cruise   Add   View  19 pp.  Case Author(s): Elberse, Anita ; Stone, Peter Publication Date: 11/05/2007 Revision Date: 03/09/2010 Product Type: Case (Library) Publisher: Harvard Business School HBS Number: 508057 Geographic Setting: United States Number of Employees: 1,500 Gross Revenue: $1.7 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: Finance; Portfolio management; Marketing; Product development; Brands Academic Discipline: Marketing Product Description: In November 2006, Harry Sloan, chairman and CEO of Metro-Goldwyn-Mayer Inc. (MGM) offers movie star Tom Cruise and his business partner Paula Wagner a chance to run United Artists (UA), a dormant studio within MGM's portfolio. Just over two months earlier, Viacom chairman Sumner Redstone publicly complained about Cruise's controversial behavior and abruptly ended Cruise and Wagner's 14-year relationship with Viacom's movie studio, Paramount Pictures. Sloan's proposal gives Cruise a chance to strike back. Can Cruise, Wagner, and Sloan, who regards the deal as an “interesting experiment” aimed at aligning the incentives of studios and creative talent, make the partnership work?    (PRODUCT) RED (A)   Add   View  16 pp.  Case Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Case (Field) HBS Number: 509013 Geographic Setting: Africa; United States Number of Employees: 10 Event Year Start: 2007 Event Year End: 2007 Subjects: Advertising; Brand management; Consumer marketing; Marketing campaigns; Nonprofits; Philanthropy; Product management; Social enterprise Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (509014), 2p, by David Chen, Youngme Moon, Michael Norton Product Description: Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases — of (RED)-branded products such as red iPods and phones — while also resulting in increased donations to the Global Fund.    (PRODUCT) RED (A)   Add   View  17 pp.  Case Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 09/11/2008 Product Type: Color Case HBS Number: 9-509-013 Geographic Setting: Africa; United States Number of Employees: 10 Event Year Start: 2007 Event Year End: 2007 Subjects: Advertising; Brand management; Consumer marketing; Marketing campaigns; Nonprofits; Philanthropy; Product management; Social enterprise Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-509-014), 2p, by David Chen, Youngme Moon, Michael Norton Product Description: Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shiver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases — of (RED)-branded products such as red iPods and phones — while also resulting in increased donations to the Global Fund.    (Product) Red (A) and (B), Teaching Note   Add     14 pp.  Teaching Note Author(s): Moon, Youngme; Norton, Michael Publication Date: 04/04/2009 Revision Date: 04/09/2009 Product Type: Teaching Note HBS Number: 5-509-054 Academic Discipline: Marketing Product Description: Teaching Note for [509-013 and 509-014]. Must be used with: (509013) (PRODUCT) RED (A); (509014) (PRODUCT) RED (B).    (PRODUCT) RED (B)   Add   View  2 pp.  Case Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Supplement (Field) HBS Number: 509014 Subjects: Advertising; Brand management; Consumer marketing; Nonprofits; Philanthropy; Product management; Social enterprise Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (509013) (PRODUCT) RED (A).    (PRODUCT) RED (B)   Add   View  2 pp.  Case Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Product Type: Supplement (Field) HBS Number: 9-509-014 Subjects: Advertising; Brand management; Consumer marketing; Nonprofits; Philanthropy; Product management; Social enterprise Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-509-013) (PRODUCT) RED (A).    503 Cricket Road   Add   View  13 pp.  Case Author(s): Poorvu, William J.; Brown, Donald A. Publication Date: 08/29/1995 Revision Date: 12/05/2003 Product Type: Case (Field) Product Description: In September 2003, Mason Sexton, a young, inexperienced developer, was making plans to replace a rooming house he had inherited next to the University of Virginia campus in Charlottesville with a new 14-unit, 5-story apartment house. His attempts to assemble the information, approvals, and resources necessary to go ahead point up the steps and risks inherent in the development process. Using the example of a small-scale residential project, this case illustrates development lessons applicable to projects of any scale. Teaching Purpose: Traces the development process from the precommitment to the construction phase on a small scale. Serves as an excellent introduction to the real estate development process. A rewritten version of an earlier case. HBS Number: 9-396-001 Geographic Setting: Virginia Industry Setting: real estate Number of Employees: 1 Gross Revenues: $65,000 revenues Event Year Start: 1995 Event Year End: 1995 Subjects: Construction; Entrepreneurship; Real estate; Regulated industries Academic Discipline: Finance Supplementary Materials: Teaching Note, (5-396-381), 8p, by William J. Poorvu   Add     7 pp.  Teaching Note For use with 9-396-001 HBS Number: 5-396-381 Subjects: Construction; Entrepreneurship; Real estate; Regulated industries    7-Eleven, Inc.   Add   View  30 pp.  Case Author(s): Bell, David E.; Hogan, Hal Publication Date: 12/04/2003 Revision Date: 01/27/2004 Product Type: Case (Field) Product Description: Can 7-Eleven (United States) replicate the successful experience of 7-Eleven (Japan) in selling fresh foods through convenience stores? Describes the Japanese system, both logistical and store, and shows the steps the U.S. company is taking to try to achieve the same success. Teaching Purpose: To discuss the future distribution of prepared foods. HBS Number: 9-504-057 Geographic Setting: Japan, United StatesIndustry Setting: retailGross Revenues: $10 billion revenues Event Year Start: 2003Event Year End: 2003 Subjects: Agribusiness; Food; Global Research Group; Retailing Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-505-067), 4p, by David E. Bell   Add     4 pp.  Teaching Note For use with 9-504-057 HBS Number: 5-505-067 Subjects: Agribusiness; Food; Global Research Group; Retailing    A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands   Add   View  10 pp.  Case Author(s): Kohli, Chiranjeev; Thomas, Sunil Publication Date: 07/15/2009 Product Type: Case (Field) Publisher: Business Horizons/Indiana University HBS Number: BH340 Subjects: Brand management; Branding; Brands; Marketing; Marketing strategy; Product positioning; Strategy Academic Discipline: Marketing Product Description: Over the years, numerous brands — such as Oldsmobile, Pan Am, and Woolworth — have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today's market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining and invest in revitalizing them. However, there is a dearth of studies that focus on declining brands. In this article, we use findings from academic literature, detailed case studies, and interviews with marketing executives to provide guidelines in dealing with declining brands. We analyze the conditions that lead to brand decline and brand death, highlight signs that may suggest an impending decline, offer insights into assessing the viability of reviving a brand, and suggest various approaches that can be used to strengthen the brand and give it a second life.    A Case for Brand Loyalty   Add   View  24 pp.  Case Author(s): Fournier, Susan; Yao, Julie Publication Date: 06/15/1998 Revision Date: 09/09/1998 Product Type: Color Case HBS Number: 598023 Subjects: Brands; Consumer behavior; Customer retention; Loyalty; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (598123), 17p, by Susan Fournier, Julie Yao Product Description: Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of relationship marketing, with its focus on retaining customers for life, has instilled yet greater interest in the concept, precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. Despite this rich history, many questions remain about the definition, measurement, and significance of brand loyalty. Some state that brand loyalties are declining and that in today's consumer world, multibrand usage — not brand loyalty — appears the norm. Others feel that the concept of loyalty itself is not outmoded or outdated, but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired, overly simplistic, and conceptually limiting idea. This case seeks to inform this latter point of view by encouraging students to “see” brand loyalty from the perspective of the consumers that live it. Includes color exhibits.    A Note on the Organizational Implications of Globalization   Add     21 pp.  Case Author(s): Joachimsthaler, Erich; Helmstein, Martin; Leppanen, Rolf Publication Date: 03/01/1993 Product Type: Note Publisher: IESE University of Navarra HBS Number: IES082 Subjects: Alliances; Decentralization; Globalization; Multinational corporations; Organization Academic Discipline: Marketing Product Description: As a result of recent changes in the global socio-economic environment and technological advances, managers of many large firms see an opportunity for increased integration and coordination of their businesses. This phenomenon is called globalization. The latest theories and ideas relating to the globalization of business are discussed and applied through a comparison of four corporations that operate on a worldwide basis. The comparison looks at how these firms have acted with respect to the development of more capable and well-informed managers operating in organizations which are having to become increasingly dynamic and flexible in response to the changing business environment. The four companies are Asea Brown Boveri (ABB), General Electric (GE) of the United States, Japan's Hitachi, and Siemens of Germany.    A.1. Steak Sauce: Lawry’s Defense   Added   View  8 pp.  Case Author(s): Calkins, Timothy Publication Date: 01/01/2004 Product Type: Case (Pub Mat) HBS Number: KEL010 Geographic Setting: United States Industry Setting: Food industry Gross Revenues: $100 million annual sales Event Year Start: 2003 Event Year End: 2003 Subjects: Competition, Competitive strategy, Marketing, New product marketing, Product introduction Academic Discipline: Marketing Product Description: Chuck Smith, senior brand manager of A.1. Steak Sauce, learns that Lawry's will soon be launching a steak sauce product. He has to determine whether A.1. should defend its business and, if so, what A.1. should do. In formulating the recommendation, he has to consider competitive dynamics and work through the financial implications.    Abgenix and the XenoMouse   Add   View  14 pp.  Case Author(s): Dolan, Robert J. Publication Date: 01/09/2001 Product Type: Case (Field) Product Description: Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer drug has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to sell the product development program to a large pharmaceutical company or to enter into a joint venture to push the product ahead. Teaching Purpose: To introduce the issue of deciding whether to define your product as access to a technology, a developing program for defining a product based on the technology, or a finished program and marketable product. Exposes students to product line planning in largely uncertain environments. HBS Number: 9-501-061 Geographic Setting: California Industry Setting: biotechnology Number of Employees: 150 Gross Revenues: $12 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Alliances; Biotechnology; Innovation; Marketing strategy; New product marketing; Product planning & policy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-503-046), 14p, by John Gourville   Add     14 pp.  Teaching Note For use with 9-501-061 HBS Number: 5-503-046 Subjects: Alliances; Biotechnology; Innovation; Marketing strategy; New product marketing; Product planning & policy    ABS Global   Add   View  18 pp.  Case Author(s): Bell, David E.; Hogan, Hal; Porraz, Jose Miguel Publication Date: 10/06/2003 Product Type: Case (Field) Product Description: ABS Global is considering an acquisition in Australia. Efficient production and distribution is becoming more difficult as it becomes global. Yet trade restrictions and local preferences for its product, bull semen, dictate that ABS come up with a new way to conceptualize its go-to-market strategy. Teaching Purpose: To illustrate the strains of going global for a small company. HBS Number: 9-504-053 Geographic Setting: global Event Year Start: 2003Event Year End: 2003 Subjects: Acquisitions; Agribusiness; Agriculture; Globalization; Marketing strategy; Small business Academic Discipline: Marketing   Add     5 pp.  Teaching Note Author(s): Bell, David E. Publication Date: 02/04/2004 Product Type: Teaching Note Product Description: Teaching Note to (9-504-053). Must be used with: (9-504-053) ABS Global. HBS Number: 5-504-076 >Academic Discipline: Marketing    Ad Council’s AIDS Campaign (A): Advertising Strategy   Add   View  19 pp.  Case Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 01/21/1993 Product Type: Case (Field) Product Description: Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make the word "condom" acceptable to the TV networks as condom use can prevent the spread of the HIV virus. The case gives a brief explanation of the disease and the reasons why Ad Council felt this campaign was necessary. Also outlines the target groups selected and basic strategy. The primary question is "How will this campaign get media approval?" Geographic Setting: New York Industry Setting: advertising Event Year Start: 1989 Event Year End: 1989 Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-590-106), 9p, by V. Kasturi Rangan, Janet Montgomery; Teaching Note, (5-591-095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (9-891-502), 7 min, by Ad Council   Add     13 pp.  Teaching Note For use with 9-590-105 HBS Number: 5-591-095 Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise    Ad Council’s AIDS Campaign (B): Program Adoption   Add   View  9 pp.  Case Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 04/08/1992 Product Type: Supplement (Field) Product Description: The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. Must be used with: (9-590-105) Ad Council's AIDS Campaign (A): Advertising Strategy. HBS Number: 9-590-106 Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-591-095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (9-891-502), 7 min, by Ad Council   Add     13 pp.  Teaching Note For use with 9-590-106 HBS Number: 5-591-095 Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise    Ad Lib: When Customers Create the Ad   Add   View  26 pp.  Case Author(s): Pitt, Leyland; Berthon, Pierre R.; Campbell, Colin Publication Date: 08/01/2008 Product Type: Case (Field) Publisher: California Management Review HBS Number: CMR401 Subjects: Advertising; Advertising media; Advertising strategy; Consumer behavior; Creativity; Internet; Internet marketing Academic Discipline: Marketing Product Description: Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the exclusive control of the firm, ads now express a myriad of different voices. Some ads are subversive, others laudatory, but the fact remains that the firm is no longer in exclusive control of the message. Using a number of high profile cases, this article explores the motivations that drive consumers to create their own ads and develops a typology of the ads created. It develops a model for the various strategic stances that a firm can adopt in response to this phenomenon so that managers can anticipate and thus deal more effectively with some of the extreme consequences of liberated advertising.    Advanced Visual Systems   Add   View  12 pp.  Case Lawler, William; Matsuno, Ken; Wylie, David The new president is faced with bringing the company out of the doldrums. He must choose what vertical markets to pursue, what resources will be required, what organizational changes must be made, and what operational adjustments must be made better to meet the needs of current and future customers. Teaching Purpose: To understand the linkage between distribution strategies and organizational, operational, and financial resource allocation, and between product development and marketing. HBS Number: BAB001 Type: Case (Field) Publication Date: 06/15/1999 Geographic Setting: Waltham, MA Industry Setting: software Number of Employees: 105 Gross Revenues: $18 million revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Distribution channels; Market segmentation; Marketing strategy; Organizational design; Product development; Resource allocation; Software industry; Strategic market planning Publisher: Babson College    Air Miles   Add     16 pp.  Teaching Note For use with 9-593-102 HBS Number: 5-598-099 Subjects: Airlines; Expansion; Market entry; Marketing strategy; Sales promotions    Akzo Nobel UK: Managing the Brand Portfolio   Add   View  24 pp.  Case Author(s): Kumar, Nirmalya; Rogers, Brian Publication Date: 01/01/2000 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD -- International Institute for Management Development Product Description: In June 1999, Leif Abildgaard, the managing director of Akzo Nobel UK, faced a difficult decision: he had to figure out how to revive the company's trade business. Akzo Nobel UK had two principal lines of business: the retail business, which sold paint to the domestic, do-it-yourself market, and the trade business, which sold paint to professionals using a network of traditional paint merchants, builders merchants, and the company's own distribution outlets. Abildgaard, along with some of his more senior managers, decided in 1999 to reduce the number of brands in the trade business portfolio. Although Akzo Nobel had successfully reduced the number of brands in its retail business portfolio, no attempt had ever been made to drop brands from the trade portfolio. Because the trade business consisted of professionals who tended to be brand loyal, Abildgaard knew that any decision he made would likely alienate some of his customers. Nevertheless, Abildgaard pressed ahead in his effort and had to decide which brands to discontinue. HBS Number: IMD047 Geographic Setting: EuropeIndustry Setting: paint, decorative coatingsNumber of Employees: 86,000Gross Revenues: $14.5 billion revenues Event Year Start: 1999Event Year End: 1999 Subjects: Brands; Decision making; Marketing management; Marketing strategy Academic Discipline: Marketing    Aladdin Knowledge Systems   Add   View  19 pp.  Case Quelch, John A.; Root, Robin The founder, president, and CEO of a leading software security company has just announced the $5.1 million cash acquisition of a key competitor. As a result, his company becomes the market share leader in Europe and number two in the United States. But now, he and the rest of the management team have to determine whether and how to integrate the worldwide marketing, sales, and distribution of the firm's two overlapping software security product lines. HBS Number: 9-598-018 Type: Case (Field) Publication Date: 07/14/1997 Revision Date: 02/24/1998 Geographic Setting: Israel, Germany, United States Industry Setting: software piracy Number of Employees: 80 Gross Revenues: $20 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Acquisitions; International marketing; Marketing management; Software Supplementary Materials: Teaching Note, (5-598-071), 10p, by Das Narayandas   Add     10 pp.  Teaching Note For use with 9-598-018 HBS Number: 5-598-071 Subjects: Acquisitions; International marketing; Marketing management; Software    Alessi: Evolution of an Italian Design Factory (A)   Add   View  15 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Product Description: Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed design and manufacturing company of household objects for the table and kitchen, the case examines consumer marketing and distribution in general, as applied in the niche market of highly designed household goods for an Italian design factory. Includes color exhibits. HBS Number: 9-504-018 Geographic Setting: Italy Industry Setting: consumer design Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-504-020), 9p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Supplement (Field), (9-504-022), 3p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Color Case, (9-504-019), 6p, by Youngme Moon, Vincent Dessain, Anders Sjoman    Alessi: Evolution of an Italian Design Factory (A)   Add   View  15 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case HBS Number: 504018 Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer marketing; Design management; Distribution channels; Family owned businesses; Product development; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (504020), 9p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Supplement (Field), (504022), 3p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Color Case, (504019), 6p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Teaching Note, (506057), 11p, by Youngme Moon Product Description: Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed design and manufacturing company of household objects for the table and kitchen, the case examines consumer marketing and distribution in general, as applied in the niche market of highly designed household goods for an Italian design factory. Includes color exhibits.    Alessi: Evolution of an Italian Design Factory (A)-(D), Teaching Note   Add     11 pp.  Teaching Note Author(s): Moon, Youngme Publication Date: 03/10/2006 Product Type: Teaching Note HBS Number: 5-506-057 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-504-018) Alessi: Evolution of an Italian Design Factory (A); (9-504-019) Alessi: Evolution of an Italian Design Factory (B); (9-504-020) Alessi: Evolution of an Italian Design Factory (C); (9-504-022) Alessi: Evolution of an Italian Design Factory (D).    Alessi: Evolution of an Italian Design Factory (B)   Add   View  6 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Product Description: Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods design factory. By discussing Mendini's role as art director, the case introduces the artistic side of Alessi, where design ambitions need to be balanced with business considerations. Includes color exhibits. May be used with: (9-504-018) Alessi: Evolution of an Italian Design Factory (A). HBS Number: 9-504-019 Geographic Setting: Italy Industry Setting: consumer design Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer goods; Consumer marketing; Creativity; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Academic Discipline: Marketing    Alessi: Evolution of an Italian Design Factory (B)   Add   View  6 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case HBS Number: 504019 Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer marketing; Creativity; Design management; Distribution channels; Family owned businesses; Product development; Sales strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (506057), 11p, by Youngme Moon Product Description: Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods design factory. By discussing Mendini's role as art director, the case introduces the artistic side of Alessi, where design ambitions need to be balanced with business considerations. Includes color exhibits. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A).    Alessi: Evolution of an Italian Design Factory (C)   Add   View  9 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Product Description: Supplements the (A) case. Must be used with: (9-504-018) Alessi: Evolution of an Italian Design Factory (A). HBS Number: 9-504-020 Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Academic Discipline: Marketing    Alessi: Evolution of an Italian Design Factory (D)   Add   View  3 pp.  Case Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Product Description: Supplements the (A) case. Must be used with: (9-504-018) Alessi: Evolution of an Italian Design Factory (A). HBS Number: 9-504-022 Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Academic Discipline: Marketing    Alloy Rods Corp.   Added   View  23 pp.  Case Author(s): Cespedes, Frank V.; Hattemer, Ellen R. Publication Date: 04/29/1986 Revision Date: 05/31/1989 Product Type: Case (Field) Product Description: In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most profitable market segment. Management must frame a response, and a prime focus of the battle will be among distributors. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies, and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. HBS Number: 9-586-046 Geographic Setting: United StatesIndustry Setting: weldingCompany Size: mid-sizeGross Revenues: $60 million assets Event Year Start: 1985Event Year End: 1985 Subjects: Distribution channels; Distribution planning; Industrial markets; Marketing implementation; Marketing management; Sales promotions Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-588-076), 17p, by Frank V. Cespedes   Added     12 pp.  Teaching Note For use with 9-586-046 HBS Number: 5-588-076 Subjects: Distribution channels; Distribution planning; Industrial markets; Marketing implementation; Marketing management; Sales promotions

Alloy.com: Marketing to Generation Y   Add   View  14 pp.  Case Author(s): Deighton, John; McWilliams, Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Product Description: A profitable dot com? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods. Teaching Purpose: Introduction to direct marketing economics and e-commerce principles. HBS Number: 9-500-048 Geographic Setting: New York Industry Setting: clothing, retailing Number of Employees: 100 Gross Revenues: $20 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Catalogs; Clothing industry; Direct marketing; Electronic commerce; Entrepreneurship; Internet; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-043), 10p, by John Deighton   Add     10 pp.  Teaching Note For use with 9-500-048 HBS Number: 5-501-043 Subjects: Catalogs; Clothing industry; Direct marketing; Electronic commerce; Entrepreneurship; Internet; Marketing management    Alltech . . . naturally   Add   View  30 pp.  Case Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/12/2007 Product Type: Case (Field) HBS Number: 9-508-033 Number of Employees: 1900 Event Year Start: 2007 Event Year End: 2007 Subjects: Corporate strategy; Entrepreneurship; Innovation Academic Discipline: Marketing Product Description: Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous branded selenium-enriched products were being sold in supermarkets around the world, the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Lyons and Alltech's directors must choose between three different options for Sel-Plex, which include continuing with the current strategy, partnering with animal producers, or marketing Sel-Plex directly to consumers in tablet form.    Alltech . . . naturally   Add   View  30 pp.  Case Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/12/2007 Revision Date: 04/14/2008 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 508033 Number of Employees: 1900 Gross Revenue: 400 million Event Year Start: 2007 Subjects: Entrepreneurship; Innovation; Corporate strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (510086), 5p, by David E. Bell, Mary Shelman Product Description: Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous branded selenium-enriched products were being sold in supermarkets around the world, the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Lyons and Alltech's directors must choose between three different options for Sel-Plex, which include continuing with the current strategy, partnering with animal producers, or marketing Sel-Plex directly to consumers in tablet form.    Alto Chemicals Europe (Revised) (A)   Add   View  13 pp.  Case Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Product Description: Describes the revised marketing strategy for a commodity chemical and the resulting sales force opposition that confronts a new marketing manager. The changes in the strategy aim for: margin improvement, new segmentation, centralized decision making, and pan-European optimization. Teaching Purpose: To discuss a variety of issues: pan-European marketing strategy, leadership style, management of change, managing within a matrix organization, multinational strategy/implementation, and sales force management. A 1993 ECCH award winner. This is a revised version of an earlier case. HBS Number: IMD053 Geographic Setting: Europe Industry Setting: chemicals Event Year Start: 1990 Event Year End: 1990 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (IMD054), 3p, by Kamran Kashani; Supplement (Field), (IMD055), 3p, by Kamran Kashani; Teaching Note, (IMD056), 9p, by Kamran Kashani   Add     9 pp.  Teaching Note For use with IMD053 HBS Number: IMD056 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization    Alto Chemicals Europe (Revised) (B)   Add   View  3 pp.  Case Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD -- International Institute for Management Development Product Description: Supplements the (A) case. Must be used with: (IMD053) Alto Chemicals Europe (Revised) (A). HBS Number: IMD054 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Academic Discipline: Marketing Supplementary Materials: Teaching Note, (IMD056), 9p, by Kamran Kashani   Add     9 pp.  Teaching Note For use with IMD054 HBS Number: IMD056 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization    Alto Chemicals Europe (Revised) (C)   Add   View  3 pp.  Case Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD -- International Institute for Management Development Product Description: Supplements the (A) case. Must be used with: (IMD053) Alto Chemicals Europe (Revised) (A). HBS Number: IMD055 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Academic Discipline: Marketing Supplementary Materials: Teaching Note, (IMD056), 9p, by Kamran Kashani   Add     9 pp.  Teaching Note For use with IMD055 HBS Number: IMD056 Subjects: Chemical industry; Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization    Amana Microwave Ovens   Add   View  18 pp.  Case Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 07/30/1984 Product Type: Case (Library) Product Description: Describes Amana's position and strategies in the microwave oven market and evaluates its competitive thrust in this growth area. May be used with: (9-579-185) Note on the Microwave Oven Industry. HBS Number: 9-579-182 Geographic Setting: United StatesIndustry Setting: microwave ovensCompany Size: large Event Year Start: 1978Event Year End: 1978 Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-585-126), 4p, by Robert D. Buzzell   Add     4 pp.  Teaching Note For use with 9-579-182 HBS Number: 5-585-126 Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy    American Airlines’ Value Pricing (A)   Add   View  24 pp.  Case Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: Case (Library) Product Description: In April 1992, American Airlines launched “Value Pricing'' -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American's bold initiative work? Teaching Purpose: Expose students to issues encountered in exercising price leadership to switch industry practice from a complex structure of differential prices and promotions to a simplified, everyday-low-pricing structure. HBS Number: 9-594-001 Geographic Setting: United States Industry Setting: airlines Company Size: large Number of Employees: 116,000 Gross Revenues: $12.9 billion revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-594-019), 4p, by Alvin J. Silk, Steven C. Michael; Supplement (Library), (9-595-037), 8p, by Alvin J. Silk, Jamie Harper    American Airlines’ Value Pricing (B)   Add   View  4 pp.  Case Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) Product Description: Supplements the (A) case. Must be used with: (9-594-001) American Airlines' Value Pricing (A). HBS Number: 9-594-019 Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Academic Discipline: Marketing    American Airlines’ Value Pricing (B)   Add   View  4 pp.  Case Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) HBS Number: 594019 Subjects: Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Academic Discipline: Marketing Product Description: Supplements the (A) case. Must be used with: (9-594-001) American Airlines' Value Pricing (A).    American Airlines’ Value Pricing (C)   Add   View  8 pp.  Case Author(s): Silk, Alvin J.; Harper, Jamie Publication Date: 10/11/1994 Product Type: Supplement (Library) HBS Number: 9-595-037 Subjects: Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Academic Discipline: Marketing Product Description: Designed as a follow-up to American Airlines' Value Pricing (A). Must be used with: (9-594-001) American Airlines' Value Pricing (A).    American Airlines, Inc.: Proposal for a Three-Class Transcon Service   Add   View  19 pp.  Case Dhebar, Anirudh American Airlines, Inc., the largest airline in the United States, is considering a proposal to enhance its flagship New York JFK - Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first, business, and coach) product. The proposal was originated by the marketing group, and is motivated by considerations of competition, freqent-flyer upgrade policies, product consistency, and demand stimulation (for domestic business-class travel). While the new product would be consistent with American's international product, it would be inconsistent with the rest of the domestic product. More important, it would require an expensive aircraft reconfiguration and the isolation of the JFK-LAX fleet from the rest of American's fleet--at a considerable loss of flexibility. HBS Number: 9-593-042 Type: Case (Field) Publication Date: 10/13/1992 Revision Date: 06/22/1994 Geographic Setting: Dallas/Fort Worth, TX Industry Setting: commercial aviation Company Size: large Gross Revenues: $11 billion revenues Event Year Start: 1991 Event Year End: 1991 Subjects: Airlines; Marketing management; Pricing; Product design; Product lines; Product planning & policy Supplementary Materials: Teaching Note, (5-594-025), 20p, by Anirudh Dhebar   Add     18 pp.  Teaching Note For use with 9-593-042 HBS Number: 5-594-025 Subjects: Airlines; Marketing management; Pricing; Product design; Product lines; Product planning & policy    American Basketball League: The Last Chapter   Add   View  2 pp.  Case Author(s): Greyser, Stephen A.; Smyth, Elizabeth E. Publication Date: 06/25/1999 Revision Date: 08/10/2004 Product Type: Case (Library) Product Description: Provides information on the demise of the American Basketball League (ABL) in December 1998. Reviews the League's attendance, television activity, and competitive positioning versus the Women's National Basketball Association (WNBA). In conjunction with earlier cases on the ABL and the WNBA, students are asked to assess the reasons why the league was not financially successful. A chronology of the ABL's history is included. Teaching Purpose: To expand students' perspectives on the American Basketball League and the Women's National Basketball Association and the reasons for their relative success and failure. May be used with: (9-599-031) Women's Professional Basketball and the American Basketball League. HBS Number: 9-599-109 Geographic Setting: United StatesIndustry Setting: sports Event Year Start: 1998Event Year End: 1998 Subjects: Competition; Consumer marketing; Sports; Women Academic Discipline: Marketing    American Dream   Add   View  23 pp.  Case Poorvu, William J.; Brown, Donald A.; Crum, Richard E. Explores the process of purchasing a single family house through the eyes of a young couple. The couple is trying to determine what type of home to buy as well as how to finance it. HBS Number: 9-390-089 Type: Case (Gen Exp) Publication Date: 11/09/1989 Revision Date: 06/08/1992 Geographic Setting: Bethesda, MD Industry Setting: real estate Event Year Start: 1989 Event Year End: 1989 Subjects: Consumer marketing; Housing; Marketing management; Real estate; Sales management Supplementary Materials: Teaching Note, (5-391-266), 6p, by William J. Poorvu, Elizabeth H. McLoughlin   Add     7 pp.  Teaching Note For use with 9-390-089 HBS Number: 5-391-266 Subjects: Consumer marketing; Housing; Marketing management; Real estate; Sales management    American Legacy: Beyond the Truth Campaign   Add   View  28 pp.  Case    American Legacy: Beyond the Truth Campaign, Teaching Note   Add     8 pp.  Teaching Note Author(s): Moon, Youngme Publication Date: 03/10/2006 Product Type: Teaching Note HBS Number: 5-506-056 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-504-014) American Legacy: Beyond the Truth Campaign.    American Mobile Satellite Corp.   Add   View  23 pp.  Case Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 11/02/1992 Revision Date: 05/12/1993 Product Type: Case (Field) Product Description: American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited services via another company's satellites. In mid-1992, AMSC's president is making decisions concerning AMSC's marketing program, including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. A key tension in this case involves the need to maximize capacity utilization of AMSC's satellite (via multiple services and distribution channels) versus the need to focus limited engineering and other product-development resources in a young, resource-constrained company. Illustrates the interdependent nature of product policy, channel, and sales-strategy decisions, while also illustrating typical differences between marketing/sales and product development/engineering in an emerging, technology-sensitive marketplace. HBS Number: 9-593-038 Geographic Setting: United States Industry Setting: Telecommunications industry Event Year Start: 1992 Event Year End: 1992 Subjects: Distribution channels; Marketing implementation; Marketing organization; Marketing strategy; Product management; Sales management; Telecommunications Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-593-116), 16p, by Frank V. Cespedes   Add     16 pp.  Teaching Note For use with 9-593-038 HBS Number: 5-593-116 Subjects: Distribution channels; Marketing implementation; Marketing organization; Marketing strategy; Product management; Sales management; Telecommunications    American Repertory Theatre   Add   View  25 pp.  Case Lovelock, Christopher H.; Merliss, Penny Pittman A highly regarded regional theatre in New England is faced with several problems as it moves to Cambridge, Massachusetts and changes its name to American Repertory Theatre (ART). Having sent out a detailed audience survey in Boston and Cambridge, ART managers must decide how to use the survey results in pricing tickets, designing subscription packages, and promoting the first season of performances. Twenty-seven pages of exhibits include a reproduction of the survey and cross-tabulations of selected findings. HBS Number: 9-580-133 Type: Case (Field) Publication Date: 04/01/1980 Revision Date: 01/20/1983 Geographic Setting: Boston, MA Industry Setting: arts Company Size: small Gross Revenues: $1.6 million budget Event Year Start: 1979 Event Year End: 1979 Subjects: Arts administration; Communication strategy; Market segmentation; Marketing strategy; Nonprofit marketing; Polls & surveys; Pricing strategy Supplementary Materials: Teaching Note, (5-585-062), 13p, by Christopher H. Lovelock   Add     10 pp.  Teaching Note For use with 9-580-133 HBS Number: 5-585-062 Subjects: Arts administration; Communication strategy; Market segmentation; Marketing strategy; Nonprofit marketing; Polls & surveys; Pricing strategy    American Rice, Inc. in Vietnam   Add   View  29 pp.  Case Goldberg, Ray A.; Travis, Quintus Describes the first major joint venture between a U.S. and Vietnam rice company with reqard to the world rice trade. What are the opportunities and what are the challenges? HBS Number: 9-595-020 Type: Case (Field) Publication Date: 11/15/1994 Geographic Setting: Global Industry Setting: rice Number of Employees: 1,000 Gross Revenues: $60 million revenues Event Year Start: 1994 Event Year End: 1994 Subjects: Agribusiness; Joint ventures; Southeast Asia    Amicon Corp. (A)   Add   View  20 pp.  Case Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/23/1989 Product Type: Case (Field) Product Description: Amicon holds a patent on a new process for the separation of blood plasma from whole blood. It has to decide whether to pursue a direct entry, joint venture, or licensing strategy. If it chooses licensing, there are many sub-issues to consider. May be used with: (9-579-094) Amicon Corp. (B); (9-579-095) Amicon Corp. (C). HBS Number: 9-579-093 Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Event Year Start: 1978 Event Year End: 1978 Subjects: Distribution channels; Licensing; Negotiations; Patents; Technological change Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-583-100), 17p, by E. Raymond Corey, Noel Capon   Add     17 pp.  Teaching Note For use with 9-579-093 HBS Number: 5-583-100 Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change    Amicon Corp. (B)   Add   View  8 pp.  Case Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/20/1989 Product Type: Case (Field) Product Description: Details the negotiation between Amicon and three potential licensees, Jackson, Maynard-Smith and Behrstein. May be used with: (9-579-093) Amicon Corp. (A); (9-579-095) Amicon Corp. (C). HBS Number: 9-579-094 Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Event Year Start: 1978 Event Year End: 1978 Subjects: Distribution channels; Licensing; Negotiations; Patents; Technological change Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-583-100), 17p, by E. Raymond Corey, Noel Capon   Add     17 pp.  Teaching Note For use with 9-579-094 HBS Number: 5-583-100 Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change    Amicon Corp. (C)   Add   View  5 pp.  Case Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 02/02/1990 Product Type: Case (Field) Product Description: Details the negotiations between Amicon and one potential licensee, Jackson. May be used with: (9-579-093) Amicon Corp. (A); (9-579-094) Amicon Corp. (B). HBS Number: 9-579-095 Geographic Setting: MassachusettsIndustry Setting: health servicesCompany Size: smallGross Revenues: $20 million sales Event Year Start: 1978Event Year End: 1978 Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Academic Discipline: Marketing    Amnesty International   Add   View  26 pp.  Case Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 08/07/2003 Product Type: Case (Field) Product Description: Amnesty International is a nonprofit human rights advocacy organization. Describes the challenges facing the organization and the role of branding. HBS Number: 9-504-024 Geographic Setting: United KingdomIndustry Setting: nonprofit, human rightsNumber of Employees: 450Gross Revenues: $140 million Event Year Start: 2003Event Year End: 2003 Subjects: Brand management; Brands; Europe; Nonprofit organizations; Nonprofit sector; Product management; Service industry; Social enterprise; Social enterprise & ethics; United Kingdom Academic Discipline: Marketing   Add     8 pp.  Teaching Note Author(s): Quelch, John A. Publication Date: 08/27/2004 Product Type: Teaching Note Product Description: Teaching Note to (9-504-024). Must be used with: (9-504-024) Amnesty International. HBS Number: 5-505-032    AmorePacific   Add   View  13 pp.  Case Author(s): Ofek, Elie; Herman, Kerry Publication Date: 04/06/2007 Product Type: Note HBS Number: 9-507-070 Geographic Setting: Asia; Koreas Industry Setting: Cosmetic Gross Revenues: $765 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: Foreign markets; Global business; Innovation; Marketing; Strategy Academic Discipline: Marketing Product Description: Describes the dominant firm in the Korean cosmetics market up the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market structure and prominent channels of distribution.    AmorePacific   Add   View  12 pp.  Case Author(s): Ofek, Elie; Herman, Kerry Publication Date: 04/06/2007 Revision Date: 06/03/2008 Product Type: Note HBS Number: 507070 Geographic Setting: Asia; Koreas Industry Setting: Cosmetic Gross Revenues: $765 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: Foreign markets; Global business; Innovation; Marketing; Strategy Academic Discipline: Marketing Product Description: Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market structure and prominent channels of distribution.    Amway Japan Ltd.   Add   View  27 pp.  Case Arnold, David J.; Quelch, John A.; Fujikawa, Yoshinori; Reinmoller, Patrick In April 1997, the president of Amway Japan (AJL, Tokyo, Japan), pondered how to reverse the first performance decline the company has experienced since entering the Japanese direct selling market in 1979. Established as the tenth over HBS Number: 9-598-029 Type: Case (Field) Publication Date: 02/23/1998 Revision Date: 02/11/1999 Geographic Setting: Japan, United States Industry Setting: direct selling, personal products Number of Employees: 1,044 Gross Revenues: $2 billion revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Consumer products industry; Direct marketing; Distribution; Distribution channels; Growth strategy; International marketing; Japan; Strategic planning Supplementary Materials: Teaching Note, (5-500-102), 9p, by David J. Arnold, Yoshinori Fujikawa   Add     9 pp.  Teaching Note For use with 9-598-029 HBS Number: 5-500-102 Subjects: Consumer products industry; Direct marketing; Distribution; Distribution channels; Growth strategy; International marketing; Japan; Strategic planning    Analyzing Consumer Perceptions   Added   View  13 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Product Description: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. HBS Number: 9-599-110 Subjects: Consumer behavior; Consumers; Market research; Market structure Academic Discipline: Marketing    Analyzing Consumer Preferences   Add   View  14 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Product Description: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. HBS Number: 9-599-112 Subjects: Consumer behavior; Consumers; Market research; Preferences Academic Discipline: Marketing    Angels and Devils: Best Buy’s New Customer Approach (A)   Add   View  5 pp.  Case Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Case (Library) HBS Number: 9-506-007 Geographic Setting: United States Industry Setting: Consumer electronics; Retail industry Number of Employees: 100, 000 Gross Revenues: $20 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Customer profitability; Customer relationship management; Customer satisfaction; Customers; Market segmentation; Marketing strategy; Retailing; Target markets Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-506-008), 4p, by Anita Elberse, John T. Gourville, Das Narayandas Product Description: In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the “devils” among its customers. The “customer centricity” initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served — the “angels” among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits.    Angels and Devils: Best Buy’s New Customer Approach (B)   Add   View  4 pp.  Case Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Supplement (Library) HBS Number: 9-506-008 Subjects: Customer profitability; Customer relationship management; Customer satisfaction; Marketing strategy; Target markets Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-506-007) Angels and Devils: Best Buy's New Customer Approach (A).    ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth   Add   View  19 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 11/22/2002 Revision Date: 03/06/2006 Product Type: Color Case Product Description: ApproTEC markets a range of technologies to improve the income of subsistence farmers and other small-scale entrepreneurs in East Africa. Having achieved considerable success in its first eight years, the two founders/entrepreneurs are seeking ways to scale the impact of its operations across Eastern and Southern Africa. The question is, what should they do to accomplish this? Includes color exhibits. HBS Number: 9-503-007 Geographic Setting: Africa, Eastern Number of Employees: 65 Gross Revenues: $25 million budget Event Year Start: 2002 Event Year End: 2002 Subjects: Economic development; Entrepreneurs; Fraud; Innovation; Nonprofit sector Academic Discipline: Marketing Supplementary Materials: Video, (9-504-811), 6 min, by V. Kasturi Rangan; Teaching Note, (5-504-010), 9p, by V. Kasturi Rangan   Add     9 pp.  Teaching Note Author(s): Rangan, V. Kasturi Publication Date: 03/12/2004 Product Type: Teaching Note Product Description: Teaching Note to (9-503-007). Must be used with: (9-503-007) ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth. HBS Number: 5-504-010 >Academic Discipline: Marketing    ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth   Add   View  19 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 11/22/2002 Revision Date: 03/06/2006 Product Type: Color Case HBS Number: 503007 Geographic Setting: Africa, Eastern Number of Employees: 65 Gross Revenues: $25 million budget Event Year Start: 2002 Event Year End: 2002 Subjects: Economic development; Entrepreneurs; Fraud; Innovation; Nonprofit sector Academic Discipline: Marketing Supplementary Materials: Video, (504811), 6 min, by V. Kasturi Rangan; Teaching Note, (504010), 9p, by V. Kasturi Rangan Product Description: ApproTEC markets a range of technologies to improve the income of subsistence farmers and other small-scale entrepreneurs in East Africa. Having achieved considerable success in its first eight years, the two founders/entrepreneurs are seeking ways to scale the impact of its operations across Eastern and Southern Africa. The question is, what should they do to accomplish this? Includes color exhibits.    Aqualisa Quartz: Simply a Better Shower   Add   View  18 pp.  Case 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     20 pp.  Teaching Note For use with 9-502-030 HBS Number: 5-503-058 Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning; United Kingdom    Aracruz Celulose S.A.: Managing a Renewable Resource   Add   View  40 pp.  Case Goldberg, Ray A. 1994 was a turnaround year for pulp prices and the Aracruz company. How does the company respond to environmental pressures and to new types of competition in the industry? Teaching Purpose: Indicates how to position oneself in the value-added timber/pulp industry in an environment-friendly manner. HBS Number: 9-595-047 Type: Case (Field) Publication Date: 11/07/1994 Geographic Setting: Global Industry Setting: timber and pulp Gross Revenues: $800 million revenues Event Year Start: 1994 Event Year End: 1994 Subjects: Environmental protection; Paper industry    Aravind Eye Hospital 2000: Still in Service for Sight   Add   View  7 pp.  Case Author(s): Kumar, Nirmalya; Rogers, Brian Publication Date: 01/01/2000 Revision Date: 02/21/2003 Product Type: Case (Field) Publisher: IMD -- International Institute for Management Development Product Description: Since 1993, the Aravind Eye Hospital had grown significantly in terms of service delivery and infrastructure, having added a fourth hospital to its operations. Plans were underway in 2000 to set up a fifth hospital. Aravind had also made progress in two other key areas. First, it set up its own manufacturing facility, Aurolab, to produce an intraocular lens (IOL), given that cataract surgery using IOL implants was most successful in treating blindness. Second, Aravind created the Lions Aravind Institute of Community Ophthalmology, a training facility designed to educate health-related and managerial personnel in the development and implementation of efficient and sustainable eye care programs in India, Asia, and Africa. In July 2000, Aravind's founder, Dr. Venkataswamy, now 81 years old, continued his campaign to spread the Aravind model to every corner of India, Asia, and Africa. Ends with a conversation between Dr. Venkataswamy and the case writers, during which he explains what still needs to be done to eradicate blindness around the world. May be used with: (9-593-098) The Aravind Eye Hospital, Madurai, India: In Service for Sight. HBS Number: IMD098 Geographic Setting: IndiaIndustry Setting: health careGross Revenues: $5.3 million revenues Event Year Start: 2000Event Year End: 2000 Subjects: Health; Health care; Hospitals; India; Nonprofit organizations; Strategic planning Academic Discipline: Marketing    Aravind Eye Hospital, Madurai, India: In Service for Sight   Add   View  20 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 04/01/1993 Revision Date: 01/10/2007 Product Type: Case (Field) HBS Number: 9-593-098 Geographic Setting: India Industry Setting: Health care industry Number of Employees: 150 Event Year Start: 1993 Event Year End: 1993 Subjects: Goal setting; Nonprofit marketing; Social enterprise; Strategy formulation Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-595-111), 14p, by V. Kasturi Rangan Product Description: Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population. Aravind's founder, Dr. Venkataswamy, now 74 years old, had a goal to spread the Aravind model to every nook and corner of India, Asia, and Africa. The case sets the stage for developing such a plan of action. May be used with: (IMD098) Aravind Eye Hospital 2000: Still in Service for Sight.   Add     14 pp.  Teaching Note For use with 9-593-098 HBS Number: 5-595-111 Subjects: Goal setting; Health services; India; Nonprofit marketing; Social enterprise; Strategy formulation    Archdiocese of New York   Add   View  25 pp.  Case Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 12/01/1978 Revision Date: 03/20/1992 Product Type: Case (Field) Product Description: A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. HBS Number: 9-579-123 Geographic Setting: New York Industry Setting: nonprofit religious organization Event Year Start: 1973 Event Year End: 1973 Subjects: Advertising strategy; Market research; Nonprofit marketing; Nonprofit organizations; Public policy; Quantitative analysis; Social enterprise Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-583-023), 10p, by John A. Quelch   Add     9 pp.  Teaching Note For use with 9-579-123 HBS Number: 5-583-023 Subjects: Advertising strategy; Market research; Nonprofit marketing; Nonprofit organizations; Public policy; Quantitative analysis; Social enterprise    Architects Collaborative, Inc.   Add   View  21 pp.  Case Author(s): Wiechmann, Ulrich E.; Biggadike, Ralph Publication Date: 08/01/1974 Revision Date: 03/10/1986 Product Type: Case (Field) Product Description: Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product. HBS Number: 9-575-016 Geographic Setting: MassachusettsIndustry Setting: architectureNumber of Employees: 272 Event Year Start: 1974Event Year End: 1974 Subjects: Architectural services; Business policy; Creativity; Marketing strategy; Product design; Professionals; Services Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-581-070), 16p, by David H. Maister   Add     16 pp.  Teaching Note For use with 9-575-016 HBS Number: 5-581-070 Subjects: Architectural services; Business policy; Creativity; Marketing strategy; Product design; Professionals; Services    Are Iranian Consumers Poised to “Buy American” in a Hostile Bilateral Environment?   Add   View  10 pp.  Case Author(s): Bahaee, Mahmood; Pisani, Michael J. Publication Date: 05/15/2009 Product Type: Case (Field) Publisher: Business Horizons/Indiana University HBS Number: BH326 Geographic Setting: Iran; North America; United States Subjects: Consumerism; Marketing Academic Discipline: Marketing Product Description: The current bilateral relationship between the United States and Iran is fraught with intense political and military tension revolving around the nuclear issue in Iran. Open hostility between the two governments has recently spilled over into national, regional, and global forums. Despite this turmoil, the Iranian consumer is actively engaged in the global marketplace, buying goods from around the world. Our research spotlights Iranian consumers' attitudes toward importing and buying foreign-made products, with a special focus on American-made products. Our 2006 survey of 902 Iranian consumers suggests that Iranians are very open, but not exclusively so, to the purchase of foreign-made and American-made products. We also found the political-military bilateral tension or animosity between the Iranian and American governments has not transferred to the Iranian consumer. The Iranian consumers' openness to foreign-made (includ