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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.    (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: 03/10/2008 Product Type: Case (Field) HBS Number: 508033 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.    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 (including American-made) goods, coupled with low consumer animosity vis-a-vis the United States from Iranian consumers, provides an opportunity for American and Western multinational companies to actively compete for and engage with the Iranian consumer in the Iranian marketplace.    Arrow Electronics, Inc.   Add   View  20 pp.  Case Author(s): Narayandas, Das Publication Date: 04/20/1998 Revision Date: 01/24/2007 Product Type: Case (Field) HBS Number: 9-598-022 Geographic Setting: North America Industry Setting: Electronics industry Number of Employees: 8,000 Gross Revenues: $7.5 billion revenues Event Year Start: 1997 Event Year End: 1997 Subjects: Customer relations; Distribution; Electronic commerce; Electronics; Industrial markets; Internet; Marketing strategy; Product portfolio management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-500-111), 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.   Add     18 pp.  Teaching Note For use with 9-598-022 HBS Number: 5-500-111 Subjects: Customer relations; Distribution; Electronic commerce; Electronics; Industrial markets; Internet; Marketing strategy; Product portfolio management    Aspects of Marketing Organization: An Introduction   Add   View  15 pp.  Case Author(s): Cespedes, Frank V. Publication Date: 10/20/1988 Revision Date: 10/31/1989 Product Type: Note Product Description: Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities. HBS Number: 9-589-062 Subjects: Market segmentation; Marketing information systems; Marketing management; Marketing organization; Marketing strategy; Sales organization Academic Discipline: Marketing    Aspects of Sales Management: An Introduction   Add   View  16 pp.  Case Author(s): Cespedes, Frank V. Publication Date: 10/21/1988 Revision Date: 11/16/2006 Product Type: Note HBS Number: 9-589-061 Subjects: Marketing management; Sales compensation; Sales management; Sales organization; Sales strategy Academic Discipline: Marketing Product Description: Discusses certain general issues that affect sales-management requirements in most companies: 1) the nature of the salesperson's “boundary role” in the organization, and 2) the relevance and limits of compensation policies as a key means of affecting the salesperson's effective performance of that role. Also presents concepts and perspectives useful in analyzing sales situations encountered in case studies and on the job.    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) Product Description: Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. May be used with: (9-595-008) Astra Sports, Inc. (B). HBS Number: 9-595-007 Industry Setting: Athletic & outdoor apparel industry; Footwear industry Event Year Start: 1986 Event Year End: 1986 Subjects: Brands; Consumer marketing; International marketing Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-596-055), 5p, by John A. Quelch   Add     5 pp.  Teaching Note For use with 9-595-007 HBS Number: 5-596-055 Subjects: Brands; Consumer marketing; Footwear; International marketing Keyword    Title, Author, Case #, Etc.

Astra Sports, Inc. (B)   Add   View  3 pp.  Case Quelch, John A. Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra. May be used with: (9-595-007) Astra Sports, Inc. (A). HBS Number: 9-595-008 Type: Case (Field) Publication Date: 08/12/1994 Revision Date: 12/10/1996 Geographic Setting: Venezuela Industry Setting: athletic footwear Event Year Start: 1991 Event Year End: 1991 Subjects: Brands; Consumer marketing; Footwear; International marketing Supplementary Materials: Teaching Note, (5-596-070), 10p, by John A. Quelch, Christine Steinman   Add     10 pp.  Teaching Note For use with 9-595-008 HBS Number: 5-596-070 Subjects: Brands; Consumer marketing; Footwear; International marketing    Astra/Merck Group   Add   View  20 pp.  Case Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 03/23/1994 Revision Date: 03/01/1995 Product Type: Case (Field) Product Description: Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to A/M's strategy is a new approach to the marketing of prescription drugs. The case outlines this approach, developments in the pharmaceuticals industry, and issues raised by A/M's attempts to implement a new marketing process in an industry where promotion-oriented "detailing" has dominated distribution practices. Teaching Purpose: Can be used in marketing strategy, industrial marketing, sales management, or competitive strategy contexts. Highlights: 1) the role of information systems in selling and sales management; 2) the risks and benefits of a value-added marketing strategy in an increasingly price-sensitive marketplace; and 3) issues concerning how to measure, staff, and maintain a differentiated marketing strategy in a rapidly changing industry. HBS Number: 9-594-045 Geographic Setting: United StatesIndustry Setting: pharmaceuticalsGross Revenues: $300 million revenues Event Year Start: 1993Event Year End: 1993 Subjects: Industrial markets; Information systems; Marketing organization; Marketing strategy; Pharmaceuticals; Sales management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-595-096), 12p, by Frank V. Cespedes   Add     11 pp.  Teaching Note For use with 9-594-045 HBS Number: 5-595-096 Subjects: Industrial markets; Information systems; Marketing organization; Marketing strategy; Pharmaceuticals; Sales management    AT&T USADirect In-Language Service: India   Add   View  13 pp.  Case Quelch, John A. AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, in-language international telephone service from India. Teaching Purpose: Assessing the prospective demand for a new consumer telecommunications service in an emerging market. HBS Number: 9-596-013 Type: Case (Field) Publication Date: 12/05/1995 Geographic Setting: India Industry Setting: telecommunications Event Year Start: 1993 Event Year End: 1993 Subjects: Communications industry; Demand analysis; International marketing; Product development Supplementary Materials: Teaching Note, (5-500-107), 3p, by John A. Quelch   Add     3 pp.  Teaching Note For use with 9-596-013 HBS Number: 5-500-107 Subjects: Communications industry; Demand analysis; International marketing; Product development    Atlantic Aviation Corp.: Westwind Division   Add   View  15 pp.  Case Author(s): Bonoma, Thomas V. Publication Date: 04/01/1981 Revision Date: 01/30/1987 Product Type: Case (Field) Product Description: Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned about rising demonstration costs, but doesn't wish to deny solid prospects an evaluation ride. He asks the general manager of the division to formulate a policy meeting both of these goals. Intended for use in the marketing policy section of the marketing implementation course. HBS Number: 9-581-142 Geographic Setting: United States Industry Setting: business jet aircraft Gross Revenues: $200 million assets Event Year Start: 1980 Event Year End: 1980 Subjects: Aircraft; Cost control; Industrial markets; Marketing implementation; Marketing management; Product management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-585-119), 12p, by Robert J. Dolan   Add     10 pp.  Teaching Note For use with 9-581-142 HBS Number: 5-585-119 Subjects: Aircraft; Cost control; Industrial markets; Marketing implementation; Marketing management; Product management    Atlantic Computer: A Bundle of Pricing Options   Add   View  10 pp.  Case Author(s): Bharadwaj, Neeraj ; Gordon, John B. Publication Date: 05/28/2007 Product Type: Case Publisher: Harvard Business School Publishing HBS Number: 2078 Subjects: Marketing; Pricing; Pricing strategy; Business to business Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (2079), 10p, by Neeraj Bharadwaj,John B. Gordon Product Description: Brief Case from HBSP Atlantic Computer, a leading player in the high-end server market, has detected a marketplace opportunity in the basic server segment. They have developed a new server, the Tronn, to meet the needs of this segment. In addition, they have created a software tool, called the “Performance Enhancing Server Accelerator,” or PESA, that allows the Tronn to perform up to four times faster than its standard speed. The central question revolves around how to price the Tronn and PESA. Although cost-plus, competition-based, and status-quo pricing are the most common means by which firms establish prices for their offerings, these approaches may prevent firms from fully realizing the benefits that are due to them. Provides an opportunity to optimize value capture for the firm by utilizing value-in-use pricing (i.e., examining the value that a firm's offering creates for the customer, and using the savings generated as the basis for developing prices). Also allows for the exploration of the challenges surrounding the implementation of a value-in-use pricing strategy. These include the reactions of competitors, customers, and stakeholders within the firm.   Add     10 pp.  Teaching Note HBS Number: 2079 Product Description: For use with 2078.    Atlas Copco (A): Gaining and Building Distribution Channels   Add   View  14 pp.  Case Rangan, V. Kasturi Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. The objective is to gain an understanding of what is involved in building distribution strength. HBS Number: 9-588-004 Type: Case (Field) Publication Date: 07/07/1987 Revision Date: 05/21/1993 Geographic Setting: United States Industry Setting: air compressors Company Size: mid-size Gross Revenues: $50 million revenues Event Year Start: 1986 Event Year End: 1986 Subjects: Competition; Distribution channels; Market share Supplementary Materials: Supplement (Library), (9-588-020), 3p, by V. Kasturi Rangan; Supplement (Library), (9-588-021), 3p, by V. Kasturi Rangan; Teaching Note, (5-589-076), 8p, by V. Kasturi Rangan   Add     8 pp.  Teaching Note For use with 9-588-004 HBS Number: 5-589-076 Subjects: Competition; Distribution channels; Market share    Atlas Copco (B): The Conflict Episode   Add   View  3 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 10/16/1987 Revision Date: 12/14/1992 Product Type: Supplement (Library) Product Description: Describes the sequence of events that led to a conflict with a distributor. Must be used with: (9-588-004) Atlas Copco (A): Gaining and Building Distribution Channels. HBS Number: 9-588-020 Subjects: Antitrust laws; Competition; Distribution channels; Market share Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-589-076), 8p, by V. Kasturi Rangan   Add     8 pp.  Teaching Note For use with 9-588-020 HBS Number: 5-589-076 Subjects: Antitrust laws; Competition; Distribution channels; Market share    Atlas Copco (C): The Conflict Episode   Add   View  3 pp.  Case Author(s): Rangan, V. Kasturi Publication Date: 10/16/1987 Revision Date: 12/11/1992 Product Type: Supplement (Library) Product Description: Describes the company's response to further problems with a distributor. Must be used with: (9-588-004) Atlas Copco (A): Gaining and Building Distribution Channels. HBS Number: 9-588-021 Subjects: Antitrust laws; Competition; Distribution channels; Market share Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-589-076), 8p, by V. Kasturi Rangan   Add     8 pp.  Teaching Note For use with 9-588-021 HBS Number: 5-589-076 Subjects: Antitrust laws; Competition; Distribution channels; Market share    Audio Spotlight   Add   View  22 pp.  Case Author(s): Moon, Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Product Description: Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to commercialize the technology. He has narrowed down the commercial possibilities to four markets: the autosound market, the professional audio market, the interactive kiosk market, and the home audio market. Teaching Purpose: Ideally suited for a course focused on the marketing of innovations or entrepreneurial marketing, to illustrate the factors that must be considered when evaluating the commercial potential of a given technology in a given market. Also well-suited for a first-year marketing course, to illustrate how the concept of "value creation" can be understood and analyzed only within the context of a given market. HBS Number: 9-502-014 Geographic Setting: Cambridge, MAIndustry Setting: audio electronics Event Year Start: 2001Event Year End: 2001 Subjects: Innovation; Market selection; Product development; Product positioning Academic Discipline: Marketing    Autobytel.com   Add   View  21 pp.  Case Author(s): Moon, Youngme Publication Date: 10/20/1999 Revision Date: 10/12/2005 Product Type: Case (Field) Product Description: Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's purchase referral model. In addition, Autobytel is struggling to accelerate revenue growth. The company has launched several new services and is now seeking to reposition itself in the market. HBS Number: 9-500-015 Geographic Setting: Irvine, CA Industry Setting: Internet & online services industries; Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Automobiles; Distribution channels; Electronic commerce; Internet Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-500-076), 13p, by Youngme Moon   Add     13 pp.  Teaching Note For use with 9-500-015 HBS Number: 5-500-076 Subjects: Automobiles; Distribution channels; Electronic commerce; Internet    Automobile Retailing in the U.S.   Add   View  20 pp.  Case Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 09/29/1997 Revision Date: 03/17/1998 Product Type: Note Product Description: In the mid-1990s, the U.S. automobile retailing industry is on the brink of profound change. This case traces the drivers of change, the history of the industry, and potential distribution systems of the future. Teaching Purpose: Students are challenged to assess the industry and forecast its future. May be used with: (9-598-064) C-Car. HBS Number: 9-598-014 Geographic Setting: Industry Setting: Subjects: Automobiles; Distribution; Distribution planning; Industry analysis; Marketing strategy; Retailing Academic Discipline: Marketing    Avaya (A) - (D), Teaching Note   Add     22 pp.  Teaching Note Author(s): Godes, David Publication Date: 04/04/2008 Revision Date: 05/28/2009 Product Type: Teaching Note HBS Number: 508082 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (508049) Avaya (B); (508050) Avaya (C): Implementing Demand Generation in Brazil; (508051) Avaya (D): Early Results of Demand Generation; (508048) Avaya (A).    Avaya (A): How to Go to Market?   Add   View  21 pp.  Case Author(s): Leslie, Mark; Tauber, Andrew Publication Date: 02/21/2005 Product Type: Case (Field) Publisher: Stanford University Product Description: For three years after its spin off from Lucent in late 2000, Avaya struggled with how best to structure its go-to-market organization. Chronicles Avaya's repeated attempts to create an effective go-to-market structure. Ends in late 2003, when Don Peterson, the CEO, must choose between four final options. HBS Number: E184A Industry Setting: Telecommunications industry Subjects: Market entry; Reorganization; Sales & marketing; Strategy; Telephony; VoIP Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (E184B), 14p, by Mark Leslie, Andrew Tauber; Teaching Note, (E184AT), 8p, by Alexander Tauber    Avaya (A): How to Go to Market?, Teaching Note   Add     8 pp.  Teaching Note Author(s): Tauber, Alexander Publication Date: 03/10/2005 Product Type: Teaching Note Publisher: Stanford University HBS Number: E184AT Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (E184A) Avaya (A): How to Go to Market?.    Avaya (B)   Add   View  6 pp.  Case Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement (Field) HBS Number: 508049 Subjects: Lead generation; Marketing; Metrics; Sales management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (508048) Avaya (A).    Avaya (B): Implementing the New Go-to-Market Model   Add   View  14 pp.  Case Author(s): Leslie, Mark; Tauber, Andrew Publication Date: 03/09/2005 Revision Date: 03/06/2006 Product Type: Supplement (Field) Publisher: Stanford University Product Description: An abstract is not available for this product. Must be used with: (E184A) Avaya (A): How to Go to Market?. HBS Number: E184B Subjects: Market entry; Reorganization; Sales & marketing; Strategy; Telephony; VoIP Academic Discipline: Marketing    Avaya (B): Implementing the New Go-to-Market Model, Teaching Note   Add     8 pp.  Teaching Note Author(s): Tauber, Alexander Publication Date: 03/09/2005 Product Type: Teaching Note Publisher: Stanford University HBS Number: E184BT Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (E184B) Avaya (B): Implementing the New Go-to-Market Model.    Avaya (C): Implementing Demand Generation in Brazil   Add   View  4 pp.  Case Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement (Field) HBS Number: 508050 Subjects: Lead generation; Marketing; Metrics; Sales management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (508048) Avaya (A).    Avaya (D): Early Results of the Demand Generation Initiative   Add   View  4 pp.  Case Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement HBS Number: 508051 Subjects: Lead generation; Marketing; Metrics; Sales management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (508082) Avaya (A) - (D), Teaching Note.    Avon Co.   Add   View  12 pp.  Case Author(s): Corey, E. Raymond Publication Date: 08/09/1989 Revision Date: 10/30/1989 Product Type: Case (Field) Product Description: Avon engineers developed a new type of electric adjustable speed drive. Executives began to make long-range plans for production and marketing. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. A rewritten version of an earlier case. HBS Number: 9-590-022 Geographic Setting: Unspecified Industry Setting: electric machinery and equipment Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets; Machinery; Market share; Pricing strategy; Product design; Product introduction Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-590-023), 17p, by E. Raymond Corey   Add     14 pp.  Teaching Note For use with 9-590-022 HBS Number: 5-590-023 Subjects: Industrial markets; Machinery; Market share; Pricing strategy; Product design; Product introduction    Avon.com (A)   Add   View  15 pp.  Case Author(s): Godes, David B. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case Product Description: Avon has always sold its products through a large independent direct selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for the web to help them grow their business in new and different ways. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers, with its representatives, and between the representatives and their customers. Teaching Purpose: Sales force management, direct selling, Internet. Includes color exhibits. HBS Number: 9-503-016 Geographic Setting: United StatesIndustry Setting: cosmeticsNumber of Employees: 43,000Gross Revenues: $5.7 billion revenues Event Year Start: 2000Event Year End: 2000 Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (9-503-041), 2p, by David B. Godes; Teaching Note, (5-503-093), 14p, by David B. Godes   Add     14 pp.  Teaching Note For use with 9-503-016 HBS Number: 5-503-093 Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy    Avon.com (A)   Add   View  15 pp.  Case Author(s): Godes, David B. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case HBS Number: 503016 Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43,000 Gross Revenues: $5.7 billion revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Library), (503041), 2p, by David B. Godes; Teaching Note, (503093), 14p, by David B. Godes Product Description: Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for Avon to grow their business on the web in new and different ways. What benefits might Avon reap from using the Web to improve its relationship with its customers, with its representatives, and between the representatives and their customers. Includes color exhibits.    Avon.com (B)   Add   View  2 pp.  Case Author(s): Godes, David B. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Product Description: Supplements the (A) case. Must be used with: (9-503-016) Avon.com (A). HBS Number: 9-503-041 Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Academic Discipline: Marketing    B2B Branding: A Financial Burden for Shareholders?   Add   View  8 pp.  Case Author(s): Ohnemus, Lars Publication Date: 03/15/2009 Product Type: Case (Field) Publisher: Business Horizons/Indiana University HBS Number: BH319 Subjects: Branding; Business to business; Capital markets; Manufacturing; Marketing Academic Discipline: Marketing Product Description: Is branding an effective tool for generating shareholder wealth for companies that are active in a business-to-business environment? Or, do other factors such as innovation and manufacturing efficiency — or the lack thereof — create or destroy shareholder wealth? Based on an examination of almost 1,700 companies listed either on the United States or European stock exchanges, this study reveals this crucial relationship could be described as a W-shaped curve with five distinctive phases, depending on the strategic branding position of the company. Used strategically, business-to-business (B2B) companies with a balanced corporate brand strategy, generally yield a return to their shareholders that is 5%-7% higher. It is therefore vital that key executives, including the board of directors, systematically assess and monitor the strategic branding position of their company and how their branding investments are performing against key competitors. This study reveals that shareholders should insist on systematic performance feedback from the corporation regarding all key items in the balance sheet — including branding. As disclosed herein, very few of the companies analyzed possessed an optimal balance between branding and financial performance.    Backchannelmedia: Making Television ’Clickable‘   Add   View  19 pp.  Case Author(s): Gupta, Sunil; Shukla, Kavita; Clayton, Zach Publication Date: 04/13/2009 Revision Date: 08/14/2009 Product Type: Color Case HBS Number: 509026 Industry Setting: Broadcasting industry; Media; Telecommunications industry; Television Number of Employees: 28 Gross Revenues: 0 Event Year Start: 2008 Event Year End: 2009 Subjects: Advertising; Entrepreneurship; Innovation; Marketing strategy Academic Discipline: Marketing Product Description: Backchannelmedia (BCM), a three year old start-up, intended to completely disrupt the world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television “clickable,” enabling viewers to interact with the content on their television screens. By April 2009, BCM had conducted consumer studies and field tests and the results were very promising. However, the industry was dominated by large players who could impede the introductions of new technologies. BCM's founders would have to make critical decisions about how quickly to roll-out their technology, and to whom. Which industry players were allies? How would BCM monetize the value they would create? Would investors see as much potential in BCM as its founders? And how would the company's cash constraints impact the strategy in the current economic environment?    Bajaj Auto Ltd.   Add   View  27 pp.  Case Quelch, John A.; Laidler, Nathalie Bajaj Auto Ltd., the world's second-largest manufacturer of two- and three-wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing responses both in the Indian market and export markets. Teaching Purpose: To demonstrate the importance of product development within marketing and to analyze product-market fits. HBS Number: 9-593-097 Type: Case (Field) Publication Date: 06/03/1993 Revision Date: 07/24/1996 Geographic Setting: India Industry Setting: automotive Company Size: large Event Year Start: 1993 Event Year End: 1993 Subjects: Automotive supplies; India; International marketing; Product development Supplementary Materials: Teaching Note, (5-598-140), 14p, by John A. Quelch   Add     14 pp.  Teaching Note For use with 9-593-097 HBS Number: 5-598-140 Subjects: Automotive supplies; India; International marketing; Product development    Bancaja: Developing Customer Intelligence (A)   Add   View  16 pp.  Case Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/14/2007 Revision Date: 05/29/2007 Product Type: Case (Field) HBS Number: 9-107-055 Geographic Setting: Spain Industry Setting: Banking industry Event Year Start: 1996 Event Year End: 1997 Subjects: Change management; Credit cards; Customer affinity; Customer data integration; Customer feedback; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-107-066), 7p, by F. Asis Martinez-Jerez, Katherine Miller Product Description: In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.    Bancaja: Developing Customer Intelligence (A)   Add   View  16 pp.  Case Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/14/2007 Revision Date: 05/14/2008 Product Type: Case (Field) HBS Number: 107055 Geographic Setting: Spain Industry Setting: Banking industry Event Year Start: 1996 Event Year End: 1997 Subjects: Change management; Credit cards; Customer affinity; Customer data integration; Customer feedback; Customer relationship management Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (107066), 7p, by F. Asis Martinez-Jerez, Katherine Miller Product Description: In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.    Bancaja: Developing Customer Intelligence (B)   Add   View  7 pp.  Case Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/20/2007 Revision Date: 05/29/2007 Product Type: Supplement (Field) HBS Number: 9-107-066 Subjects: Change management; Credit cards; Customer affinity; Customer data integration; Customer feedback; Customer relationship management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-107-055) Bancaja: Developing Customer Intelligence (A).    Bancaja: Developing Customer Intelligence (B)   Add   View  7 pp.  Case Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/20/2007 Revision Date: 05/14/2008 Product Type: Supplement (Field) HBS Number: 107066 Subjects: Change management; Credit cards; Customer affinity; Customer data integration; Customer feedback; Customer relationship management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (107055) Bancaja: Developing Customer Intelligence (A).    Barco Projection Systems (A): Worldwide Niche Marketing   Add   View  19 pp.  Case Author(s): Moriarty, Rowland T., Jr.; McQuade, Krist Publication Date: 06/10/1991 Revision Date: 05/09/2002 Product Type: Case (Field) Product Description: Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment. HBS Number: 9-591-133 Geographic Setting: Global/Belgium Industry Setting: industrial projectors Company Size: mid-size Gross Revenues: $50 million revenues Event Year Start: 1989 Event Year End: 1990 Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-591-134), 1p, by Rowland T. Moriarty Jr., Krista McQuade; Supplement (Field), (9-591-135), 2p, by Rowland T. Moriarty Jr., Krista McQuade; Supplement (Field), (9-591-136), 2p, by Rowland T. Moriarty Jr., Krista McQuade; Teaching Note, (5-592-098), 12p, by Robert J. Dolan; Case Video, (IMD501), 243 min, by Jean-Philippe Deschamps, Nirmalya Kumar   Add     12 pp.  Teaching Note For use with 9-591-133 HBS Number: 5-592-098 Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines    Barco Projection Systems (B)   Add   View  1 pp.  Case Author(s): Moriarty, Rowland T., Jr.; McQuade, Krist Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Product Description: Updates Barco Projection Systems (A). Must be used with: (9-591-133) Barco Projection Systems (A): Worldwide Niche Marketing. HBS Number: 9-591-134 Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Academic Discipline: Marketing Supplementary Materials: Case Video, (IMD501), 243 min, by Jean-Philippe Deschamps, Nirmalya Kumar    Barco Projection Systems (C)   Add   View  2 pp.  Case Author(s): Moriarty, Rowland T., Jr.; McQuade, Krist Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Product Description: Updates Barco Projection Systems (B). Must be used with: (9-591-133) Barco Projection Systems (A): Worldwide Niche Marketing. HBS Number: 9-591-135 Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Academic Discipline: Marketing Supplementary Materials: Case Video, (IMD501), 243 min, by Jean-Philippe Deschamps, Nirmalya Kumar    Barco Projection Systems (D)   Add   View  2 pp.  Case Author(s): Moriarty, Rowland T., Jr.; McQuade, Krist Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Product Description: Updates Barco Projection Systems (C). Must be used with: (9-591-133) Barco Projection Systems (A): Worldwide Niche Marketing. HBS Number: 9-591-136 Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Academic Discipline: Marketing Supplementary Materials: Case Video, (IMD501), 243 min, by Jean-Philippe Deschamps, Nirmalya Kumar    Basic Quantitative Analysis for Marketing   Added   View  8 pp.  Case Author(s): Dolan, Robert J. Publication Date: 05/24/1984 Revision Date: 09/29/1986 Product Type: Note Product Description: Shows how to calculate and use the break-even volume in marketing decision making. HBS Number: 9-584-149 Subjects: Breakeven analysis; Cost accounting; Demand analysis; Marketing strategy; Pricing; Profitability analysis; Quantitative analysis Academic Discipline: Marketing    Bausch & Lomb: Regional Organization   Add   View  20 pp.  Case Quelch, John A.; Laidler, Nathalie The CEO of Bausch & Lomb is contemplating replacing an international division with three regional divisions to sustain the company's growth, especially in international markets, and to add value to customers. Teaching Purpose: To explore the evolution of the corporate structure as international sales become a progressively larger percentage of total operations. HBS Number: 9-594-056 Type: Case (Field) Publication Date: 10/25/1993 Revision Date: 02/13/1998 Geographic Setting: United States Industry Setting: eyewear Company Size: Fortune 500 Gross Revenues: $1.7 billion revenues Event Year Start: 1992 Event Year End: 1992 Subjects: International marketing; Marketing organization; Marketing strategy; Medical supplies Supplementary Materials: Teaching Note, (5-598-103), 8p, by John A. Quelch   Add     8 pp.  Teaching Note For use with 9-594-056 HBS Number: 5-598-103 Subjects: International marketing; Marketing organization; Marketing strategy; Medical supplies    Bayer AG (A)   Add   View  19 pp.  Case Quelch, John A.; Root, Robin Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess the communication challenge and brand management tasks the company would face should they decide to go forward with the purchase. May be used with: (9-598-032) Bayer AG (B). HBS Number: 9-598-031 Type: Case (Field) Publication Date: 09/29/1997 Revision Date: 10/16/1997 Geographic Setting: North America/Germany Industry Setting: pharmaceuticals Company Size: large Number of Employees: 142,900 Gross Revenues: $11.5 billion net sales Event Year Start: 1994 Event Year End: 1995 Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals Supplementary Materials: Teaching Note, (5-598-075), 12p, by John A. Quelch   Add     12 pp.  Teaching Note For use with 9-598-031 HBS Number: 5-598-075 Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals    Bayer AG (B)   Add   View  7 pp.  Case Quelch, John A.; Root, Robin Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. May be used with: (9-598-031) Bayer AG (A). HBS Number: 9-598-032 Type: Case (Field) Publication Date: 09/29/1997 Geographic Setting: North America/Germany Industry Setting: pharmaceuticals Company Size: large Number of Employees: 142,900 Gross Revenues: $11.5 billion net sales Event Year Start: 1994 Event Year End: 1995 Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals Supplementary Materials: Teaching Note, (5-598-075), 12p, by John A. Quelch   Add     12 pp.  Teaching Note For use with 9-598-032 HBS Number: 5-598-075 Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals    Bayerische Motoren Werke AG (BMW)   Add   View  22 pp.  Case Author(s): Dolan, Robert J. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Product Description: In 1992, BMW is attempting to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North American is considering a multifaceted plan to turn around the situation. Teaching Purpose: Demonstrates marketing mix planning and implementation. HBS Number: 9-593-082 Geographic Setting: United States Industry Setting: automobiles Company Size: large Gross Revenues: $18 billion revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Advertising; Automobiles; Marketing mixes; Marketing planning; Product lines Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-594-107), 13p, by Robert J. Dolan   Add     13 pp.  Teaching Note For use with 9-593-082 HBS Number: 5-594-107 Subjects: Advertising; Automobiles; Marketing mixes; Marketing planning; Product lines    BayFunds   Add   View  34 pp.  Case Silk, Alvin J.; Klein, Lisa R.; Harper, Jamie In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had ente HBS Number: 9-595-031 Type: Case (Field) Publication Date: 09/16/1994 Geographic Setting: Massachusetts Industry Setting: financial services Number of Employees: 5,600 Gross Revenues: $590 million revenues Event Year Start: 1994 Event Year End: 1994 Subjects: Brands; Consumer marketing; Financial services; Marketing management; Marketing strategy; Mutual funds; Product lines    BBC Worldwide: Global Strategy   Add   View  28 pp.  Case Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 06/28/2007 Revision Date: 01/11/2008 Product Type: Case (Field) HBS Number: 9-507-034 Geographic Setting: Europe; Global Industry Setting: Broadcasting industry; Entertainment industry Number of Employees: 25,000 Gross Revenues: 784 Million, British Pounds Event Year Start: 2007 Event Year End: 2007 Subjects: Brand management; Distribution channels; Emerging technologies; Entertainment; Marketing; Strategy Academic Discipline: Marketing Product Description: In January, 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported BBC branded content around the globe through all formats, including magazines, television, books, DVDs, audio books, merchandise, mobile phones, downloads, and other emerging digital media (such as Internet Protocol TV). BBC WW delivered its profits back to the BBC. Since 2004, BBC WW profits had more than doubled.    Beating the Commodity Magnet   Add   View  14 pp.  Case Author(s): Rangan, V. Kasturi; Bowman, George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Product Description: All markets follow a cycle of growth and maturity, then commoditization and decline. This note argues that while commoditization of an industry may seem inevitable, the better managed firms find a way to make money in the commodity cycle. These firms know how and when to differentiate their products through innovation, service, and customer partnerships; and how and when to offer a “no-frills'' product, and seek cost leadership. Four such strategic options are detailed and discussed. A rewritten version of an earlier note. HBS Number: 9-594-122 Subjects: Commodity markets; Industrial markets; Marketing strategy; Pricing strategy; Services Academic Discipline: Marketing    Becton Dickinson & Co.: Multidivisional Marketing Programs   Add   View  21 pp.  Case Cespedes, Frank V.; Goode, Laura In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. Teaching Purpose: Focuses on account management, supply-chain management, and marketing and sales organization issues at a decentralized company in a rapidly changing market environment. HBS Number: 9-594-060 Type: Case (Field) Publication Date: 10/29/1993 Revision Date: 11/28/1994 Geographic Setting: United States Industry Setting: medical products Company Size: Fortune 500 Gross Revenues: $1 billion revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Industrial markets; Logistics; Management of change; Marketing organization; Marketing strategy; Medical supplies; Sales management; Supply chain Supplementary Materials: Teaching Note, (5-595-100), 14p, by Frank V. Cespedes   Add     13 pp.  Teaching Note For use with 9-594-060 HBS Number: 5-595-100 Subjects: Industrial markets; Logistics; Management of change; Marketing organization; Marketing strategy; Medical supplies; Sales management; Supply chain    Becton Dickinson & Co.: VACUTAINER Systems Division (Condensed)   Added   View  17 pp.  Case Author(s): Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: Case (Field) Product Description: Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's highly successful product policy and channel strategy. One of the company's largest customers threatens to leave them for refusing their “low-price'' request. It is obvious to students that giving in to this customer's threat would compromise the company's “value-added'' thrust, yet the potential business at stake makes it difficult to be inflexible. HBS Number: 9-592-037 Geographic Setting: United States Industry Setting: pharmaceuticals Company Size: Fortune 500 Gross Revenues: $150 million revenues Event Year Start: 1985 Event Year End: 1985 Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-595-084), 4p, by V. Kasturi Rangan   Added     4 pp.  Teaching Note For use with 9-592-037 HBS Number: 5-595-084 Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management    Becton Dickinson & Co.: VACUTAINER Systems Division   Add   View  21 pp.  Case Author(s): Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 10/03/1986 Revision Date: 11/16/1989 Product Type: Case (Field) HBS Number: 9-587-085 Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $90 million revenues Event Year Start: 1985 Event Year End: 1985 Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Negotiations; Pricing; Sales management Academic Discipline: Marketing Supplementary Materials: Supplement (Note), (9-591-071), 6p, by Robert D. Buzzell; Teaching Note, (5-588-077), 11p, by Frank V. Cespedes Product Description: Concerns negotiations between managers of Becton Dickinson's (BD) VACUTAINER division (which manufactures and sells blood collection products) and managers of a large hospital buying group. Recent changes in the health care industry are the background for the negotiations, which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD, the buying group, and important distributors. As well as a pricing-negotiations case, it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations.   Add     11 pp.  Teaching Note For use with 9-587-085 HBS Number: 5-588-077 Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management    Becton Dickinson Division: Marketing Organization   Add     17 pp.  Teaching Note For use with 9-593-070 HBS Number: 5-593-109 Subjects: Marketing implementation; Marketing organization; Marketing strategy; Medical supplies; Organizational design; Product management; Sales management    Becton Dickinson: VACUTAINER Systems Division, Decision Analysis Supplement   Add   View  6 pp.  Case Author(s): Buzzell, Robert D. Publication Date: 01/09/1991 Revision Date: 03/10/1993 Product Type: Supplement (Note) Product Description: Provides a computer-based spreadsheet for analyzing alternative price bids by Becton-Dickinson. Outlines assumptions necessary for the quantitative analysis. Must be used with: (9-587-085) Becton Dickinson & Co.: VACUTAINER Systems Division. HBS Number: 9-591-071 Geographic Setting: Industry Setting: Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management Academic Discipline: Marketing    beenz.com: Building “The Web’s Currency” Into a Global Business   Add   View  25 pp.  Case Author(s): Arnold, David J. Publication Date: 11/02/2000 Product Type: Case (Field) Product Description: Beenz.com, an incentive-based web currency and customer management tool, is reassessing its business in August 2000, one year after launch. The original vision was to make the currency globally available and recognized. However, the company's rapid internationalization and growth have presented a number of pressures that challenge that vision. Teaching Purpose: 1) To examine the marketing challenges faced by a rapidly growing Internet start-up and 2) the challenges resulting from rapid and early internationalization in an Internet start-up. HBS Number: 9-501-014 Geographic Setting: GlobalIndustry Setting: InternetCompany Size: start-upNumber of Employees: 200Gross Revenues: $15 million revenues Event Year Start: 2000Event Year End: 2000 Subjects: Entrepreneurial management; Globalization; International marketing; Internet; Internet marketing Academic Discipline: Marketing    Best Buy   Add   View  30 pp.  Case Rangan, V. Kasturi; Chakravarthy, Baleji S. Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Reduced profitability in 1996, however, calls for creative adaptation of Concept 3. Teaching Purpose: To discuss factors shaping strategy and its evolution. Because the case contains rich descriptions of implementation, it offers students a unique opportunity to analyze and construct a strategy and its execution elements. HBS Number: 9-598-016 Type: Case (Field) Publication Date: 07/09/1997 Revision Date: 10/28/1997 Geographic Setting: United States Industry Setting: retailing Gross Revenues: $7.2 billion revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Competition; Distribution channels; Retailing Supplementary Materials: Teaching Note, (5-599-115), 10p, by V. Kasturi Rangan, Baleji S. Chakravarthy   Add     10 pp.  Teaching Note For use with 9-598-016 HBS Number: 5-599-115 Subjects: Competition; Distribution channels; Retailing    Best Buy Co., Inc.: Customer-Centricity   Add   View  29 pp.  Case Author(s): Lal, Rajiv; Knoop, Carin-Isabel; Tarsis, Irina Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) HBS Number: 9-506-055 Industry Setting: Retail industry Subjects: Business models; Customers; Leadership; Marketing strategy; Revenues Academic Discipline: Marketing Product Description: With FY2005 sales of $27.3 billion, Richfield, Minn.-based Best Buy Co., Inc. was the leading retailer of consumer electronics, home-office products, and related services in North America. Its operations included the distinct store formats Best Buy, Future Shop in Canada, and Magnolia Audio Video as well as service provider Geek Squad. For the eight years leading up to 2004, Best Buy had reported double-digit revenue growth every year and rarely missed earnings. But on December 13, 2005, Best Buy missed its third-quarter earnings per share (coming in at $0.28, not $0.30). The company's stock price fell nearly 12% that day, a loss of $2 billion in market cap. The poor results were attributed to the aggressive rollout of 144 new “centricity” stores — revamped retail formats featuring a customer-centric operating model designed to offer targeted “value propositions” to one or two distinct customer segments. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization, including a new set of segment leaders.    Best Buy Co., Inc.: Customer-Centricity, Teaching Note   Add     5 pp.  Teaching Note Author(s): Lal, Rajiv Publication Date: 06/23/2009 Product Type: Teaching Note HBS Number: 5-509-074 Academic Discipline: Marketing Product Description: Teaching Note for [506-055]. Must be used with: (506055) Best Buy Co., Inc.: Customer-Centricity.    Beth Israel Hospital, Boston   Add   View  19 pp.  Case Author(s): Lovelock, Christopher H.; Bloom, T. Publication Date: 03/01/1979 Revision Date: 11/01/1980 Product Type: Case (Field) Product Description: The hospital is reviewing its obstetrical services and trying to decide on future strategy relative to communications, pricing and service characteristics. Important environmental trends include increasing government health regulation, a declining birth rate, more intensive competition, and changing expectations of maternity care by women. Nine pages of exhibits include market trends, competitive profiles, and cost and occupancy data. HBS Number: 9-579-180 Geographic Setting: Boston, MA Industry Setting: Hospital industry Company Size: small Event Year Start: 1978 Event Year End: 1978 Subjects: Communication strategy; Competition; Nonprofit marketing; Pricing strategy; Public policy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-581-008), 9p, by Christopher H. Lovelock   Add     9 pp.  Teaching Note For use with 9-579-180 HBS Number: 5-581-008 Subjects: Communication strategy; Competition; Health services; Hospital administration; Nonprofit marketing; Pricing strategy; Public policy; Regulation    Biocon: Launching a New Cancer Drug in India, Teaching Note   Add     13 pp.  Teaching Note Author(s): Gupta, Sunil; Narayandas, Das Publication Date: 01/14/2009 Product Type: Teaching Note HBS Number: 5-509-039 Academic Discipline: Marketing Product Description: Teaching Note for [508-026]. Must be used with: (508026) Biocon: Launching a New Cancer Drug in India.    Biopure Corp.   Added   View  18 pp.  Case Author(s): Gourville, John Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: Case (Field) Product Description: It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new “blood substitute” designed to replace the need for donated animal blood in the veterinary market. A virtually identical product for the human market, Hemopure, is in the final stages of testing by Biopure and is expected to gain approval within one to two years. In response to the timing of approval for these two products, there has been a long-running debate within Biopure as how to proceed with Oxyglobin. At odds are those in charge of Oxyglobin, who want to see the animal product released immediately, and those in charge of the Hemopure, who worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very high-margin human product. Exacerbating the problem is the nature of the biopharmaceutical industry, where product approval is never a certainty until achieved. Teaching Purpose: To introduce the concepts of market segmentation, product line policy, and multi-product pricing. Also introduces students to the unique business dynamics of the biotechnology industry. HBS Number: 9-598-150 Geographic Setting: United States Industry Setting: biopharmaceutical Number of Employees: 150 Event Year Start: 1995 Event Year End: 1998 Subjects: Biotechnology; Market segmentation; Marketing strategy; New product marketing; Pricing strategy; Product lines Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-599-094), 14p, by John Gourville   Added     14 pp.  Teaching Note For use with 9-598-150 HBS Number: 5-599-094 Subjects: Biotechnology; Market segmentation; Marketing strategy; New product marketing; Pricing strategy; Product lines    Birth of the Swatch   Add   View  15 pp.  Case Author(s): Moon, Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: Case (Library) Product Description: In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.) Teaching Purpose: To explore several nontraditional positioning strategies. Specifically, to understand how product categories evolve over time and explore how a radical positioning strategy can become a catalyst for category evolution in a new direction. HBS Number: 9-504-096 Geographic Setting: SwitzerlandIndustry Setting: watchesGross Revenues: SFr 2.9 billion revenues Event Year Start: 1993Event Year End: 1993 Subjects: Brand management; Communication strategy; Consumer goods; Consumer marketing; Market positioning; Marketing strategy; Product development; Switzerland Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-505-010), 21p, by Youngme Moon   Add     21 pp.  Teaching Note For use with 9-504-096 HBS Number: 5-505-010 Subjects: Brand management; Communication strategy; Consumer goods; Consumer marketing; Market positioning; Marketing strategy; Product development; Switzerland    BizRate.com   Add   View  22 pp.  Case Author(s): Moon, Youngme Publication Date: 10/10/2000 Revision Date: 03/12/2001 Product Type: Other HBS Number: 9-501-024 Geographic Setting: California Industry Setting: Internet Number of Employees: 200 Gross Revenues: $10 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Direct marketing; Electronic commerce; Internet marketing; Market research Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-026), 14p, by Youngme Moon Product Description: BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of “BizRate star ratings,” which are displayed on its website. To date, its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors). In October 1999 (Red October), BizRate introduced a number of e-commerce initiatives, which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i.e., continue to collect POS and follow-up data, but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. Teaching Purpose: Can be used in a core marketing course, or in a course that focuses on one or more of the following areas: Internet marketing, direct marketing, relationship marketing, or channels. It is best used to explore concepts of consumer trust and merchant credibility; to examine the various roles an information intermediary can play in the customer relationship-building process; to contrast the different implications associated with a business mo   Add     14 pp.  Teaching Note For use with 9-501-024 HBS Number: 5-501-026 Subjects: Direct marketing; Electronic commerce; Internet marketing; Market research    BizRate.com   Add   View  22 pp.  Case Author(s): Moon, Youngme Publication Date: 10/10/2000 Revision Date: 03/12/2001 Product Type: Color Case HBS Number: 501024 Geographic Setting: California Industry Setting: Internet & online services industries Number of Employees: 200 Gross Revenues: $10 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Direct marketing; Electronic commerce; Internet marketing; Market research Academic Discipline: Marketing Supplementary Materials: Teaching Note, (501026), 14p, by Youngme Moon Product Description: BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of “BizRate star ratings,” which are displayed on its website. To date, its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors). In October 1999 (Red October), BizRate introduced a number of e-commerce initiatives, which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i.e., continue to collect point-of-sale and follow-up data, but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. Includes color exhibits.    Black & Decker Corp. (A): Power Tools Division   Add   View  13 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Revision Date: 03/30/2001 Product Type: Case (Field) Product Description: Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. Teaching Purpose: Allows exploration of issues of brand equity, product positioning, and competitive strategy in the context of international competition. HBS Number: 9-595-057 Geographic Setting: United States Industry Setting: power tools Company Size: Fortune 500 Gross Revenues: $4 billion revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-595-060), 6p, by Robert J. Dolan; Supplement (Field), (9-595-061), 2p, by Robert J. Dolan; Supplement (Field), (9-595-062), 3p, by Robert J. Dolan; Teaching Note, (5-598-106), 22p, by Robert J. Dolan   Add     22 pp.  Teaching Note For use with 9-595-057 HBS Number: 5-598-106 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools    Black & Decker Corp. (B): “Operation Sudden Impact”   Add   View  6 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Revision Date: 06/20/1995 Product Type: Supplement (Field) Product Description: Describes Black & Decker's strategy for the tradesmen market. Teaching Purpose: Allows exploration of issues of brand equity, product positioning, and competitive strategy in the context of international competition. Must be used with: (9-595-057) The Black & Decker Corp. (A): Power Tools Division. HBS Number: 9-595-060 Geographic Setting: United States Industry Setting: power tools Gross Revenues: $4 billion revenues Event Year Start: 1991 Event Year End: 1991 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Academic Discipline: Marketing Supplementary Materials: Case Video, (9-596-511), 25 min, by Black & Decker; Teaching Note, (5-598-106), 22p, by Robert J. Dolan   Add     22 pp.  Teaching Note For use with 9-595-060 HBS Number: 5-598-106 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools    Black & Decker Corp. (C): “Operation Sudden Impact” Results — 1992-94   Add   View  2 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Product Type: Supplement (Field) Product Description: Describes the initial results of Black & Decker's strategy in the United States. Teaching Purpose: Allows exploration of issues of brand equity, product positioning, and competitive strategy in the context of international competition. Must be used with: (9-595-057) The Black & Decker Corp. (A): Power Tools Division. HBS Number: 9-595-061 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-598-106), 22p, by Robert J. Dolan   Add     22 pp.  Teaching Note For use with 9-595-061 HBS Number: 5-598-106 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools    Black & Decker Corp. (D): DeWalt Opportunities in Europe and Japan   Add   View  3 pp.  Case Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Product Type: Supplement (Field) Product Description: Describes Black & Decker's challenges in international markets, particularly in Europe and Japan. Teaching Purpose: Allows exploration of issues of brand equity, product positioning, and competitive strategy in the context of international competition. Must be used with: (9-595-057) The Black & Decker Corp. (A): Power Tools Division. HBS Number: 9-595-062 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-598-106), 22p, by Robert J. Dolan   Add     22 pp.  Teaching Note For use with 9-595-062 HBS Number: 5-598-106 Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools    Black & Decker Corp.: Household Products Group, Brand Transition   Add   View  14 pp.  Case Quelch, John A.; Drumwright, Minette E.; Bates, Cynthia A. This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed. HBS Number: 9-588-015 Type: Case (Field) Publication Date: 10/02/1987 Revision Date: 10/06/1992 Geographic Setting: United States Industry Setting: small appliances Company Size: Fortune 500 Gross Revenues: $500 million revenues Event Year Start: 1984 Event Year End: 1984 Subjects: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions Supplementary Materials: Teaching Note, (5-591-068), 15p, by John A. Quelch   Add     15 pp.  Teaching Note For use with 9-588-015 HBS Number: 5-591-068 Subjects: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions    Black & Decker Corp.: Spacemaker Plus Coffeemaker (A)   Added   View  12 pp.  Case Author(s): Smith, N. Craig Publication Date: 04/25/1990 Revision Date: 10/22/1992 Product Type: Case (Field) Product Description: A fire is reported in a Black & Decker Spacemaker Plus Coffeemaker. This newly introduced product is a “Key Introduction'' for Black & Decker's Household Product Group (HPG). HPG's president has to decide whether the product should be recalled and, if so, how the recall should be implemented. Teaching objectives include: 1) managing a product recall, 2) ethical considerations in product safety and product recalls, and 3) the meaning of customer care. May be used with: (9-590-100) Black & Decker Corp.: Spacemaker Plus Coffeemaker (B). HBS Number: 9-590-099 Geographic Setting: United States Industry Setting: small domestic appliances Company Size: Fortune 500 Gross Revenues: $2.5 billion assets Event Year Start: 1988 Event Year End: 1989 Subjects: Appliances; Consumer marketing; Electric industries; Ethics; Marketing implementation; Product recalls; Product safety Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-593-036), 18p, by John A. Quelch, N. Craig Smith   Added     16 pp.  Teaching Note For use with 9-590-099 HBS Number: 5-593-036 Subjects: Appliances; Consumer marketing; Electric industries; Ethics; Marketing implementation; Product recalls; Product safety    Black & Decker Corp.: Spacemaker Plus Coffeemaker (B)   Add   View  18 pp.  Case Author(s): Smith, N. Craig Publication Date: 05/01/1990 Revision Date: 10/23/1991 Product Type: Case (Field) Product Description: Describes the highly successful recall of the Black & Decker Spacemaker Plus Coffeemaker. Objectives include: 1) factors in product recall effectiveness and success, 2) the use of direct marketing in product recall, 3) the role of public relations in product recall, and 4) impact of product recalls on product brands. May be used with: (9-590-099) Black & Decker Corp.: Spacemaker Plus Coffeemaker (A). HBS Number: 9-590-100 Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2.5 billion sales Event Year Start: 1988 Event Year End: 1989 Subjects: Consumer marketing; Ethics; Marketing implementation; Product recalls; Product safety Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-593-036), 16p, by John A. Quelch, N. Craig Smith   Add     16 pp.  Teaching Note For use with 9-590-100 HBS Number: 5-593-036 Subjects: Appliances; Consumer marketing; Electric industries; Ethics; Marketing implementation; Product recalls; Product safety    Blogging at BzzAgent   Add   View  51 pp.  Case Author(s): Godes, David Publication Date: 04/14/2008 Revision Date: 05/15/2008 Product Type: Color Case HBS Number: 9-508-102 Industry Setting: Internet & online services industries; Media; Telecommunications industry Number of Employees: 75 Event Year Start: 2008 Event Year End: 2008 Subjects: Advertising; Advertising media; Marketing; Marketing strategy; Strategy; Word-of-mouth Academic Discipline: Marketing Product Description: BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog — the BeeLog — as a way for the firm to participate in conversations with clients, employees, and “agents.” However, he has been unhappy with the level of interaction the blog has been generating, and is considering shutting it down. The case provides a context for a discussion about word of mouth marketing and social media, as well as about blogs specifically. It also provides examples of other corporate blogs, and allows for students to weigh the benefits and drawbacks of this potentially-important form of communication.    Blogging at BzzAgent   Add   View  51 pp.  Case Author(s): Godes, David B. Publication Date: 04/14/2008 Revision Date: 05/15/2008 Product Type: Case (Field) Publisher: Harvard Business School HBS Number: 508102 Number of Employees: 75 Event Year Start: 2008 Subjects: Advertising; Marketing; Advertising media; Marketing strategy; Word-of-mouth marketing; Strategy Academic Discipline: Marketing Supplementary Materials: Case Teaching Note, (508118), 17p, by David B. Godes Product Description: To maximize their effectiveness, color cases should be printed in color. BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog — the BeeLog — as a way for the firm to participate in conversations with clients, employees, and “agents.” However, he has been unhappy with the level of interaction the blog has been generating, and is considering shutting it down. The case provides a context for a discussion about word of mouth marketing and social media, as well as about blogs specifically. It also provides examples of other corporate blogs, and allows for students to weigh the benefits and drawbacks of this potentially-important form of communication.    Blogging: A new play in your marketing game plan   Add   View  12 pp.  Case Author(s): Singh, Tanuja; Veron-Jackson, Liza; Cullinane, Joe Publication Date: 07/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University HBS Number: BH281 Industry Setting: E-commerce; Retail industry; Web services Subjects: Advertising media; Information management; Internet; Internet marketing; Marketing; Technology management; Web-based technologies Academic Discipline: Marketing Product Description: The emergence, proliferation, and ubiquity of the Internet have not only transformed businesses, but also altered the relationship between the business and the customer. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers' attention, but also tries to engage them with the company. This paper discusses blogs within the context of creating this new, more enduring relationship with the customer. Blogs are discussed within the framework of Web 2.0, the next generation of the Internet, which is comprised of user-generated content and social computing. The use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated.    BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself   Add   View  24 pp.  Case Greyser, Stephen A.; Schille, Wendy Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Teaching Purpose: To address issues of how changes in product line, positioning, advertising, and consumer lifestyles affect brand strategy in a high-salience product category, i.e., luxury automobiles. HBS Number: 9-593-046 Type: Case (Library) Publication Date: 12/27/1993 Revision Date: 10/14/1993 Geographic Setting: United States Industry Setting: luxury automobiles Company Size: large Event Year Start: 1980 Event Year End: 1990 Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning

Keyword    Title, Author, Case #, Etc.

 

BMWFilms   Add   View  26 pp.  Case Author(s): Moon, Youngme; Herman, Kerry Publication Date: 02/11/2002 Revision Date: 10/12/2005 Product Type: Case (Field) Product Description: Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, ``BMWFilms.'' This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore? HBS Number: 9-502-046 Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97,725 Gross Revenues: $32,693 million revenues Event Year Start: 2001 Event Year End: 2001 Subjects: Advertising; Automobiles; Brands; Communication strategy; Consumer behavior Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-503-073), 39p, by Youngme Moon   Add     39 pp.  Teaching Note For use with 9-502-046 HBS Number: 5-503-073 Subjects: Advertising; Automobiles; Brands; Communication strategy; Consumer behavior    BMW’s Project Switch (A): Importers vs. National Sales Companies   Add   View  17 pp.  Case Author(s): Herman, Kerry; Narayandas, Das Publication Date: 09/17/2008 Revision Date: 02/09/2009 Product Type: Case (Field) HBS Number: 509023 Geographic Setting: Europe Industry Setting: Automotive industry Event Year Start: 2003 Event Year End: 2003 Subjects: Distribution; EU; International marketing; Marketing; Strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (509024), 7p, by Kerry Herman, Das Narayandas, Laura Winig Product Description: BMW is faced with potential channel conflicts across several EU country markets. The case highlights BMW's approach to redesigning its channel in Greece. The case provides details on both headquarter and country head perspective on BMW's channel strategy.    BMW’s Project Switch (B): Importers vs. National Sales Companies   Add   View  7 pp.  Case Author(s): Herman, Kerry; Narayandas, Das; Winig, Laura Publication Date: 11/13/2008 Revision Date: 05/12/2009 Product Type: Supplement (Field) HBS Number: 509024 Subjects: Distribution; EU; Global business; Marketing; Sales management; Strategy Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (509023) BMW's Project Switch (A): Importers vs. National Sales Companies.    BMW’s Project Switch (B): Importers vs. National Sales Companies   Add   View  7 pp.  Case Author(s): Herman, Kerry; Narayandas, Das; Winig, Laura Publication Date: 11/13/2008 Product Type: Supplement (Field) HBS Number: 9-509-024 Subjects: Distribution; EU; Global business; Marketing; Sales management; Strategy Academic Discipline: Marketing Product Description: An abstract is not available for this product.    BOC Group: Ohmeda (A)   Add   View  23 pp.  Case Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 09/25/1986 Product Type: Case (Field) Product Description: The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of ``high-tech'' equipment. At the same time, the president expects to sell Ohmeda's medical supplies business ($22 million in sales) and to transfer its medical gases business ($27.2 million in sales) to another business unit of the BOC Group. The changes in Ohmeda's products combined with the planned growth in medical equipment cause the president to reassess Ohmeda's marketing system. The new strategic thrust requires him to review the role of Ohmeda's direct sales and dealer sales coverage. In doing so he evaluates the economics of three options: 1) continuing with Ohmeda's present system, 2) eliminating dealer sales coverage, and 3) specializing salespeople by product group. HBS Number: 9-587-080 Geographic Setting: United States Industry Setting: Medical equipment & device industry Company Size: mid-size Gross Revenues: $160 million sales Event Year Start: 1986 Event Year End: 1986 Subjects: Distribution channels; Industrial markets; Marketing implementation; Product lines; Sales management Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-587-081), 2p, by Rowland T. Moriarty Jr., Gordon Swartz; Teaching Note, (5-588-054), 23p, by Rowland T. Moriarty Jr., Gordon Swartz   Add     23 pp.  Teaching Note For use with 9-587-080 HBS Number: 5-588-054 Subjects: Distribution channels; Industrial markets; Marketing implementation; Medical supplies; Product lines; Sales management    Boston Fights Drugs (A): Designing Communications Research   Added   View  33 pp.  Case Author(s): Rangan, V. Kasturi; Lawrence, Jennifer Publication Date: 10/30/1987 Revision Date: 11/14/1994 Product Type: Case (Field) Product Description: Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better. HBS Number: 9-588-031 Geographic Setting: Boston, MA Industry Setting: social service Event Year Start: 1987 Event Year End: 1987 Subjects: Advertising; Communication strategy; Social change; Social enterprise; Social services Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-588-032), 12p, by V. Kasturi Rangan, Jennifer Lawrence; Teaching Note, (5-589-006), 7p, by Thomas J. Kosnik; Case Video, (9-593-517), 5 min, by Ad Council, V. Kasturi Rangan   Added     7 pp.  Teaching Note For use with 9-588-031 HBS Number: 5-589-006 Subjects: Advertising; Communication strategy; Social change; Social enterprise; Social services    Boston Fights Drugs (B): Converting Research to Action   Add   View  12 pp.  Case Author(s): Rangan, V. Kasturi; Lawrence, Jennifer Publication Date: 10/30/1987 Revision Date: 03/11/1992 Product Type: Supplement (Field) Product Description: Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. Must be used with: (9-588-031) Boston Fights Drugs (A): Designing Communications Research. HBS Number: 9-588-032 Subjects: Advertising; Communication strategy; Implementation; Social change; Social enterprise; Social services Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-589-006), 7p, by Thomas J. Kosnik; Case Video, (9-593-517), 5 min, by Ad Council, V. Kasturi Rangan   Add     7 pp.  Teaching Note For use with 9-588-032 HBS Number: 5-589-006 Subjects: Advertising; Communication strategy; Implementation; Social change; Social enterprise; Social services    Boston Whaler, Inc.: Managing the Dealer Network   Add   View  22 pp.  Case Author(s): Bonoma, Thomas V.; Kane, Margaret L. Publication Date: 09/29/1983 Revision Date: 10/31/1984 Product Type: Case (Field) Product Description: Mr. Joseph Lawler, newly-appointed president of Boston Whaler, Inc. (BWI), believes that better dealer management is the key to his company's continued growth. BWI manufactured a high-price, high performance line of power and other boats for the recreational, commercial, and other markets. Its 250 dealers were served by a small force of regional managers. Most dealers were not exclusively Whaler distributors, and Whaler sales ordinarily did not account for the majority of dealer revenues. Mr. Lawler wants the dealers' ``commitment'' to BWI increased, whether through new dealer agreements, training, minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Presents a relatively complete account of distribution management problems, and additionally, allows a thorough key account analysis of BWI's top 50 dealers. HBS Number: 9-584-036 Geographic Setting: Massachusetts Industry Setting: recreational powerboats Company Size: small Gross Revenues: $40 million sales Event Year Start: 1983 Event Year End: 1983 Subjects: Distribution planning; Marketing implementation; Recreational equipment; Sales management; Sales promotions; Shipbuilding Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-585-169), 18p, by Thomas V. Bonoma, Shirley M. Spence   Add     15 pp.  Teaching Note For use with 9-584-036 HBS Number: 5-585-169 Subjects: Distribution planning; Marketing implementation; Recreational equipment; Sales management; Sales promotions; Shipbuilding    BP Oil International (C): Brand Image Program   Add   View  19 pp.  Case    BP Oil International: Brand Image Program (A)   Add   View  21 pp.  Case    BP Oil International: Brand Image Program (B)   Add   View  25 pp.  Case    Braas GmbH (A)   Add   View  16 pp.  Case Quelch, John A.; Knoop, Carin-Isabel Managers at the leading German manufacturer of roof tiles have to decide how to approach the East German market shortly after the fall of the Berlin Wall. Their principal options are to service East Germany from West German plants through West German salespeople or to hire and train East German salespeople and engage in a joint venture with existing East German tile factories. HBS Number: 9-595-041 Type: Case (Field) Publication Date: 02/24/1995 Revision Date: 12/10/1996 Geographic Setting: West Germany Industry Setting: roofing materials Number of Employees: 3,590 Gross Revenues: $550 million revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Germany; International marketing; Manufacturing; Sales management Supplementary Materials: Supplement (Field), (9-595-042), 2p, by John A. Quelch, Carin-Isabel Knoop; Supplement (Field), (9-595-043), 3p, by John A. Quelch, Carin-Isabel Knoop; Teaching Note, (5-598-076), 9p, by John A. Quelch, Christine Steinman    Brand Report Card Exercise   Add   View  11 pp.  Case Author(s): Lemon, Katherine N.; Bornheimer, Elizabet Publication Date: 08/15/2000 Product Type: Exercise Product Description: Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. Teaching Purpose: To provide careful brand analysis. May be used with: (R00104) The Brand Report Card. HBS Number: 9-501-004 Subjects: Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-006), 5p, by Katherine N. Lemon, Elizabeth Bornheimer, Kevin L. Keller   Add     5 pp.  Teaching Note For use with 9-501-004 HBS Number: 5-501-006 Subjects: Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy    Brand Valuation Methodology: A Simple Example   Add   View  3 pp.  Case Author(s): Silk, Alvin J. Publication Date: 01/26/1996 Product Type: Note Product Description: Provides a simple illustration of a methodology for making a financial evaluation of a brand. HBS Number: 9-596-092 Subjects: Brands; Consumer marketing; Marketing strategy Academic Discipline: Marketing    Branding Citigroup’s Consumer Business   Add   View  22 pp.  Case Author(s): Deshpande, Rohit; Knoop, Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Product Description: In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine banking, insurance, and investments under one umbrella. Both entities historically had very different cultures, driving a radically different approach to branding. During completion of the merger, a team of managers was responsible for recommending to top management a new brand identity that would unite the entire organization and provide it with a strategic focus. The new brand also had to inform customers and shareholders of Citigroup's new financial capabilities and allow cross-selling without sacrificing the power of component brands. In a tense post-merger situation, decisions must be made early and decisively to prevent damaging brand equity. HBS Number: 9-504-023 Geographic Setting: New York Industry Setting: financial systems Number of Employees: 255,000 Gross Revenues: $92,556 million revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Brand management; Brands; Corporate culture; Financial services; Global Research Group; International marketing; Mergers & acquisitions Academic Discipline: Marketing    Brands and Branding   Add   View  12 pp.  Case Author(s): Holt, Douglas B. Publication Date: 11/15/2002 Revision Date: 03/11/2003 Product Type: Note Product Description: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic. HBS Number: 9-503-045 Subjects: Brand management; Brands; Consumer behavior; Marketing strategy; Product positioning Academic Discipline: Marketing    Braun: The Syncro Shaver (B)   Add   View  17 pp.  Case Author(s): Freeze, Karen J. Publication Date: 03/24/2006 Product Type: Case (Field) Publisher: Design Management Institute HBS Number: DMI018 Geographic Setting: Germany; Global; United States Industry Setting: Consumer electronics Subjects: Branding; Consumer electronics; Consumer marketing; International marketing; Market research; Positioning Academic Discipline: Marketing Supplementary Materials: Supplement, (DMI020), 5p, by Karen J. Freeze; Teaching Note, (DMI019), 5p, by Karen J. Freeze Product Description: Two years later, Braun has a revolutionary new shaving system and is struggling over how to communicate its benefits to the market. Its novel feature, an automatic cleaning center, is not quite yet debugged, which adds to the concerns of those who believe that the new shaver, outstanding in itself, should be launched solo, leaving the cleaning center as an attractive accessory. Others believe that Braun needs to offer more than “just” a new shaver at a time of declining market share. How they launch and market this new product around the world may determine the fate of the Braun brand into the 21st century. For a company whose new “brand promise” is “Designed to Make a Difference,” a critical challenge is how to position the radically new product both to gain new, convenience-oriented consumers and to keep loyal, conservative customers who want “only a closer and more comfortable shave.”    Breaking with the Past?: Four Examples of Product Change   Add   View  5 pp.  Case Author(s): Dhebar, Anirudh Publication Date: 05/11/1992 Revision Date: 07/05/1994 Product Type: Case (Library) Product Description: Describes four examples of product change where the new version of the product makes a ``break with the past'' in some important respect. The four examples are those of the IBM PS/2 family of personal computers, Lotus 1-2-3 spreadsheet software, Nikon's line of SLR camera bodies and lenses and Rolm's telephone switching system. Illustrates different ways in which a product may break with the past, and is useful for discussing the reasons for making a break and the implementation of the break in the context of a product line. HBS Number: 9-592-097 Geographic Setting: UnspecifiedIndustry Setting: office automation/consumer electronics Subjects: High technology products; Product lines; Product management; Technological change Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-593-121), 14p, by Anirudh Dhebar   Add     13 pp.  Teaching Note For use with 9-592-097 HBS Number: 5-593-121 Subjects: High technology products; Product lines; Product management; Technological change    Bridge the Gap Between Strategy and Tactics with the Magic Matrix   Add   View  24 pp.  Case Author(s): Shapiro, Benson P.; Byrnes, Jonathan Publication Date: 11/05/2003 Product Type: Note Publisher: Benson P. Shapiro HBS Number: 999008 Subjects: Profitability analysis; Planning systems; Forecasting; Business plans; Resource management; Marketing management; Marketing information systems; Marketing planning; Marketing strategy; Market segmentation; Target markets Academic Discipline: Marketing Product Description: Describes the Magic Matrix, which is both a chart and a process that enables executives to manage their product/service lines, and market segments and accounts simultaneously. The Magic Matrix has proven to be a powerful planning and analysis tool for such processes as sales forecasting, profitability analysis, and resource allocation. Explains, in detail, various forms of the Magic Matrix and how they can be used in a wide variety of management processes.    Bright Dairy & Food Co., Ltd   Add   View  20 pp.  Case Author(s): Bell, David E.; Hogan, Hal Publication Date: 10/29/2004 Revision Date: 03/25/2005 Product Type: Case (Field) Product Description: Bright Dairy has been growing rapidly since becoming a public company. The Chinese market for milk products is still wide open. What should it be doing to make sure it captures a significant share of the potential market? Teaching Purpose: To examine marketing and distribution issues in a high-growth market. HBS Number: 9-905-404 Geographic Setting: ChinaIndustry Setting: agricultureNumber of Employees: 15,000Gross Revenues: $750 million revenues Event Year Start: 2004Event Year End: 2004 Subjects: Agribusiness; Agriculture; China; Distribution; Food supply; Growth strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-505-066), 3p, by David E. Bell    Brioni   Add   View  24 pp.  Case Author(s): Bell, David E. Publication Date: 02/11/2003 Revision Date: 04/15/2003 Product Type: Color Case HBS Number: 503057 Geographic Setting: Italy Industry Setting: Apparel industry Gross Revenues: $150 million revenues Event Year Start: 2002 Event Year End: 2002 Subjects: Apparel; Brand equity; Brand management; Market positioning; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (503089), 8p, by David E. Bell Product Description: Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to recognize the quite different organizational demands of the women's fashion business. Includes color exhibits.    Brita Products Co   Added   View  18 pp.  Case Author(s): Deighton, John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: Case (Field) Product Description: Describes a race for installed base, with increasing returns to scale and a delicate acquisition versus retention balance. Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water filtration business from inception to a 15% U.S. household penetration in ten years. The decision in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. Teaching Purpose: The economics of acquisition and retention, installed base marketing, and lifetime customer value calculation. HBS Number: 9-500-024 Geographic Setting: United States Industry Setting: packaged goods Gross Revenues: $200 million revenues Event Year Start: 1989 Event Year End: 1999 Subjects: Household products; Marketing management; New product marketing; Product life cycle; Test markets; Water pollution Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-501-067), 12p, by John Deighton   Added     12 pp.  Teaching Note For use with 9-500-024 HBS Number: 5-501-067 Subjects: Household products; Marketing management; New product marketing; Product life cycle; Test markets; Water pollution    British Airways   Add   View  27 pp.  Case Quelch, John A. British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. HBS Number: 9-585-014 Type: Case (Field) Publication Date: 07/17/1984 Revision Date: 04/16/1997 Geographic Setting: United States Industry Setting: airline Gross Revenues: $2.5 billion assets Event Year Start: 1983 Event Year End: 1983 Subjects: Advertising; Advertising campaigns; Airlines; Consumer marketing; International business Supplementary Materials: Teaching Note, (5-587-016), 21p, by John A. Quelch; Case Video, (9-886-518), 10 min, by John A. Quelch   Add     16 pp.  Teaching Note For use with 9-585-014 HBS Number: 5-587-016 Subjects: Advertising; Advertising campaigns; Airlines; Consumer marketing; International business    British Airways: “Go for It, America!” Promotion (A)   Add   View  23 pp.  Case Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 01/31/1989 Revision Date: 12/05/1991 Product Type: Case (Field) Product Description: Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror." Alternative strategies range from doing nothing to staging an ambitious sales promotion. Major issues include: the role of sales promotion in addressing consumer perceptions of a life-and-death issue (i.e., terrorism), and the implementation and integration of advertising, sales promotion, and public relations efforts within a compressed time frame. HBS Number: 9-589-089 Geographic Setting: International Industry Setting: airline Company Size: large Event Year Start: 1986 Event Year End: 1986 Subjects: Advertising; Airlines; Management of crises; Public relations; Sales promotions Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-592-050), 2p, by Stephen A. Greyser, Wendy Schille    British Airways: “Go for It, America!” Promotion (B)   Add   View  2 pp.  Case Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/05/1991 Revision Date: 10/14/1993 Product Type: Supplement (Field) Product Description: Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. Must be used with: (9-589-089) British Airways: "Go for It, America!" Promotion (A). HBS Number: 9-592-050 Subjects: Advertising; Airlines; Management of crises; Public relations; Sales promotions Academic Discipline: Marketing    Brocade: Launching the Multiprotocol Router   Add   View  26 pp.  Case Author(s): Ofek, Elie; Hamid, Mamoon Publication Date: 03/11/2005 Revision Date: 08/16/2007 Product Type: Case (Field) HBS Number: 9-505-064 Geographic Setting: Silicon Valley Gross Revenues: $525 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: High technology; Innovation; Market segmentation; New product marketing; Pricing; Product introduction; Technological change Academic Discipline: Marketing Product Description: Brocade management is preparing for the launch of a new technology for data storage. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. Students must determine the target market for the router, how to leverage the OEM partners in convincing end customers to adopt it, and how to price the router. Forces students to understand the traditional segmentation of the data storage market and whether firms should concentrate on specific segments, as in the past. Also forces students to grapple with the willingness of end customers to adopt new solutions in the high-tech realm.    Bronner Slosberg Humphrey   Add   View  22 pp.  Case Bell, David E.; Leavitt, Donald M. Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T, American Express, and FedEx. A new CEO takes over from the company's founder and is wondering how to grow the company. Options include selling individual services (teleservices, database, web), and/or opening global offices. Teaching Purpose: To compare and contrast the age of mass marketing with the modern capability of direct micro-marketing. HBS Number: 9-598-136 Type: Case (Field) Publication Date: 03/25/1998 Revision Date: 12/09/1999 Geographic Setting: United States Industry Setting: direct marketing/advertising Number of Employees: 700 Gross Revenues: $700 million revenues Event Year Start: 1998 Event Year End: 1998 Subjects: Advertising; Brands; Direct marketing; Growth management; Organizational change; Service management Supplementary Materials: Teaching Note, (5-598-141), 13p, by David E. Bell   Add     13 pp.  Teaching Note For use with 9-598-136 HBS Number: 5-598-141 Subjects: Advertising; Brands; Direct marketing; Growth management; Organizational change; Service management    Building Brand Community on the Harley-Davidson Posse Ride   Add   View  37 pp.  Case Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexa Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: Other HBS Number: 9-501-015 Geographic Setting: Milwaukee, WI Industry Setting: motorcycles Event Year Start: 1999 Event Year End: 1999 Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles Academic Discipline: Marketing Supplementary Materials: Case Video, (9-501-801), 60 min, by Susan Fournier; Teaching Note, (5-501-052), 20p, by Susan Fournier, Judith Maas Product Description: Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian Border that is billed “for serious riders only.” Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, and serious outlaws within one community? Teaching Purpose: Provides rich ethnographic data that allows students to develop an appreciation of the conceptual complexity and managerial challenge involved in cultivating brand loyalties and customer commitments through experiential relationship marketing programs. Allows students to deliberate what it means to   Add     20 pp.  Teaching Note For use with 9-501-015 HBS Number: 5-501-052 Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles    Building Brand Community on the Harley-Davidson Posse Ride   Add   View  37 pp.  Case Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexander, James; Schouten, John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: Color Case HBS Number: 501015 Geographic Setting: Milwaukee, WI Industry Setting: Motorcycle Event Year Start: 1999 Event Year End: 1999 Subjects: Brand management; Brands; Customer service; Loyalty Academic Discipline: Marketing Supplementary Materials: Case Video, (501801), 60 min, by Susan Fournier; Case Video, DVD, (501800), 60 min, by Susan Fournier; Case Video, Streaming, (1-179-5), 60 min, by Susan Fournier; Teaching Note, (501052), 20p, by Susan Fournier, Judith Maas Product Description: The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, Tex., to the Canadian Border is billed “for serious riders only.” Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, and serious outlaws within one community? Includes color exhibits.    BuildingBlocks International   Add   View  23 pp.  Case Author(s): Godes, David B. Publication Date: 04/01/2004 Revision Date: 08/26/2004 Product Type: Case (Field) HBS Number: 504085 Geographic Setting: United States; Latin America Number of Employees: 3 Gross Revenues: $100,000 revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Developing countries; Entrepreneurship; Marketing management; New product marketing; Nonprofit marketing; Philanthropy; Sales management; Sales strategy; Small business; Social enterprise Academic Discipline: Marketing Supplementary Materials: Teaching Note, (504086), 10p, by David B. Godes Product Description: BuildingBlocks International (BBI) plans to accomplish its mission to help children in developing countries succeed in school by bringing management expertise to local organizations. Two years after founding BBI, however, the team hasn't figured out exactly how to make it work. In their model, a firm would support BBI in two ways: by donating money and by lending BBI a highly skilled employee for anywhere from four months to a year. This employee would live in the developing country and work with the local organization to improve its effectiveness. So far, they've not been able to convince any firm to sign on, although few have said “absolutely not.” Presents the options for the selling strategy. There are three potential entry points into the organization: senior management, philanthropy, and human resources. Moreover, there are two substantial value propositions: social benefit and leadership training of the employee. Where should BBI focus its selling effort, and what should the main message be? Allows for quantification of the social benefits delivered by BBI and discussion of when and whether this would be useful in the selling process. Rich description of BBI's selling process at a single site makes it possible to draw inferen    Burberry   Add   View  20 pp.  Case Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: Color Case Product Description: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed "check" pattern should be in its advertising and clothing. Teaching Purpose: To explore the nature of fashion. Specifically, to investigate the ways in which fashion-related product categories differ from traditional packaged goods categories and the implications this has on product line strategy, promotional strategy, and distribution. Includes color exhibits. HBS Number: 9-504-048 Geographic Setting: United Kingdom Industry Setting: fashion Event Year Start: 2002 Event Year End: 2003 Subjects: Advertising; Brand management; Fashion; Market positioning; Market segmentation; Marketing strategy; Process analysis; Target markets Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-505-007), 19p, by Youngme Moon   Add     19 pp.  Teaching Note For use with 9-504-048 HBS Number: 5-505-007 Subjects: Advertising; Brand management; Fashion; Market positioning; Market segmentation; Marketing strategy; Process analysis; Target markets    Burberry   Add   View  20 pp.  Case Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: Color Case HBS Number: 504048 Geographic Setting: United Kingdom Industry Setting: Fashion industry Event Year Start: 2002 Event Year End: 2003 Subjects: Advertising; Brand management; Market positioning; Market segmentation; Marketing strategy; Process analysis; Target markets Academic Discipline: Marketing Supplementary Materials: Teaching Note, (505007), 18p, by Youngme Moon Product Description: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed “check” pattern should be in its advertising and clothing. Includes color exhibits.    Burt’s Bees: Leaving the Hive   Add   View  27 pp.  Case Author(s): Wathieu, Luc R.; Winig, Laura Publication Date: 03/02/2007 Revision Date: 03/19/2007 Product Type: Case (Field) HBS Number: 9-507-017 Geographic Setting: United States Industry Setting: Natural resources; Retail industry Number of Employees: 400 Gross Revenues: $100 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: Branding; Consumer behavior; Consumer goods; Distribution; Growth strategy; Marketing; Marketing strategy; Product management Academic Discipline: Marketing Product Description: Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious, natural, and unique ingredients, and also by promoting earth-friendly production processes, Burt's Bees will impose superior product expectations and win over the mainstream personal care category. Can Burt's Bees become the “Starbucks of personal care” without distancing itself too much from the people, values, and narratives that have made the brand successful thus far?    Business Innovation: The MTR’s eInstant Bonus Project   Add   View  10 pp.  Case Author(s): Farhoomand, Ali F.; Ho, Phoebe Publication Date: 07/26/2002 Product Type: Case (Field) Publisher: University of Hong Kong Product Description: The "eInstant Bonus" was an interactive advertising concept designed internally by the Mass Transit Railway Corp. Ltd. (MTR) in Hong Kong. Under this scheme, special discount offers from merchants/advertisers were displayed on a 42-inch Plasma TV in the form of a 10-second static slide or a 30-second TV commercial. Passengers could select items on the touch-screen monitor and a discount coupon would be issued. The discount coupon could then be redeemed for products or services purchased at the merchant's premises. For each coupon issued, a transaction fee of $1.00 would be deducted from the passenger's Octopus Card. This case illustrates the use of information technology by a large corporation for strategic alignment and value creation. Multimedia kiosks are a new phenomenon of the 1990s to provide personalized and interactive customer service on-site. Discussion is provided on the concepts and applications of kiosks for a customer service organization. The MTR eInstant Bonus project is considered a successful innovation by various measures. Also provides an understanding of innovation adoption and diffusion, specifically, how the attributes of the innovation relate to its rate of adoption and diffusion. HBS Number: HKU201 Geographic Setting: Hong Kong Event Year Start: 2001Event Year End: 2001 Subjects: Asia; Electronic commerce; Information systems; Information technology; Innovation; Interactive media Academic Discipline: Marketing Supplementary Materials: Teaching Note, (HKU202), 7p, by Ali F. Farhoomand, Phoebe Ho   Add     7 pp.  Teaching Note For use with HKU201 HBS Number: HKU202 Subjects: Asia; Electronic commerce; Information systems; Information technology; Innovation; Interactive media    Buy Low, Sell High: Customer Value by Enhancing Organizational Performance   Add   View  16 pp.  Case Author(s): Shapiro, Benson P. Publication Date: 01/30/1997 Product Type: Note Product Description: Provides an integrated framework for creating customer value and managing the firm profitably. Focuses on the use of product/service line management and effective customer service to achieve customer satisfaction and high profitability. Teaching Purpose: To explain the relationships among organizational performance; sales, marketing, and operating performance; and company financial performance. HBS Number: 9-597-071 Subjects: Customer service; Marketing management; Marketing strategy; Performance effectiveness; Pricing strategy; Product lines Academic Discipline: Marketing    Buzz Marketing for Movies   Add   View  9 pp.  Case Author(s): Mohr, Iris Publication Date: 09/15/2007 Product Type: Case (Field) Publisher: Business Horizons/Indiana University HBS Number: BH247 Industry Setting: Movie studio Subjects: Buzzwords; Films; Marketing Academic Discipline: Marketing Product Description: In today's dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples' lives, marketers must search for innovative ways to reach movie audiences. By breaking through the daily clutter and noise, and capturing peoples' attention to the point that talking about a movie becomes an enjoyable experience to share, buzz marketing is one such promotional posture that drives audiences to theaters. In order to achieve success with buzz marketing, however, marketers must recognize the role it plays in the context of movie differentiation strategies to support the company's overall approach. Analyzes buzz marketing as it pertains to six movie differentiation strategies (differentiation with cosmetic movie features, differentiation to reach market segments, growing a movie segment, positioning to support the movie image, positioning to extend the movie image, and differentiation via non-traditional channels) and offers steps for its successful implementation.    Cable News Network   Add   View  20 pp.  Case Author(s): Quelch, John A. Publication Date: 01/20/1983 Revision Date: 07/30/1985 Product Type: Case (Field) Product Description: The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. HBS Number: 9-583-067 Geographic Setting: United StatesIndustry Setting: cable televisionCompany Size: mid-sizeGross Revenues: $100 million sales Event Year Start: 1982Event Year End: 1982 Subjects: Advertising campaigns; Communications industry; Consumer marketing; Distribution channels; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-583-066), 13p, by John A. Quelch   Add     10 pp.  Teaching Note For use with 9-583-067 HBS Number: 5-583-066 Subjects: Advertising campaigns; Communications industry; Consumer marketing; Distribution channels; Marketing strategy    Cabo San Viejo: Rewarding Loyalty   Add   View  19 pp.  Case Author(s): Moon, Youngme; McGovern, Gail J.; Schulman, Seth Publication Date: 03/10/2006 Product Type: Case (Gen Exp) Product Description: In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a rewards program might be structured to help address those challenges. HBS Number: 9-506-060 Geographic Setting: United States Industry Setting: Fitness industry Gross Revenues: $50-100 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: Customer relationship management; Customer retention; Loyalty programs; Marketing; Risk management; Services Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-506-061), 12p, by Youngme Moon    Cabo San Viejo: Rewarding Loyalty, Teaching Note   Add     12 pp.  Teaching Note Author(s): Moon, Youngme Publication Date: 03/10/2006 Revision Date: 03/23/2006 Product Type: Teaching Note HBS Number: 5-506-061 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-506-060) Cabo San Viejo: Rewarding Loyalty.    Cabot Pharmaceuticals, Inc.   Add   View  10 pp.  Case Author(s): Cespedes, Frank V.; Gourville, John T. Publication Date: 08/12/2009 Product Type: Case (Field) HBS Number: 510030 Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 500-1,000 Gross Revenues: $4 billion Event Year Start: 1992 Event Year End: 2004 Subjects: Performance appraisals; Sales; Sales force management Academic Discipline: Marketing Product Description: Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Marsh has had an uneven career with Cabot Pharmaceuticals and eventually is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and Cabot's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. May be used with: (590111) Cooper Pharmaceuticals, Inc.    Cafe de Colombia   Add   View  26 pp.  Case Author(s): Deshpande, Rohit; de Royere, Alexandra Publication Date: 09/30/2001 Revision Date: 06/30/2004 Product Type: Case (Field) Product Description: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Teaching Purpose: Understanding global branding, differentiating a commodity, and advertising to create brand equity. HBS Number: 9-502-024 Geographic Setting: Colombia, United States Industry Setting: coffee Number of Employees: 1,800 Event Year Start: 2000 Event Year End: 2000 Subjects: Advertising campaigns; Beverages; Brand equity Academic Discipline: Marketing Supplementary Materials: Case Video, (502801), 3 min, by Rohit Deshpande    Calgene, Inc.   Add   View  23 pp.  Case Author(s): Goldberg, Ray A.; Gourville, John Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Product Description: In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato that has been genetically engineered to taste better and to stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. As it develops and brings these products to market, however, it faces a series of marketing and public relations hurdles, ranging from regulatory requirements to consumer education to activist resistance to production and distribution logistics. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. Teaching Purpose: To introduce students to the unique challenges encountered in the world of bioengineering, an increasingly important, but controversial topic in society. Addresses the marketing question of product selection and target market selection for new-to-the-world products. Much of the discussion can be run around the questions of whether Calgene has chosen the best product with which to go to market and, if so, whether it has chosen the best strategy for entering that market. A rewritten version of an earlier case. HBS Number: 9-502-041 Geographic Setting: CaliforniaIndustry Setting: biotechnologyNumber of Employees: 100 Event Year Start: 1993Event Year End: 1993 Subjects: Agribusiness; Biotechnology; Entrepreneurship; Innovation; Product introduction; Technology Academic Discipline: Marketing    Calgene, Inc., Teaching Note   Add     13 pp.  Teaching Note Author(s): Gourville, John T. Publication Date: 09/09/2003 Revision Date: 08/29/2005 Product Type: Teaching Note HBS Number: 5-504-045 Academic Discipline: Marketing Product Description: Teaching Note for (9-502-041) Must be used with: (9-502-041) Calgene, Inc.    Callaway Golf Co.   Add   View  23 pp.  Case Author(s): Lal, Rajiv; Prescott, Edith D. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Product Description: Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Mr. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. Callaway to reconsider the marketing program that had successfully supported the product until now. HBS Number: 9-501-019 Geographic Setting: Carlsbad, CA Industry Setting: Golf Gross Revenues: $800 million revenues Event Year Start: 1999 Event Year End: 1999 Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy Academic Discipline: Marketing Supplementary Materials: Case Video, (9-502-803), 10 min, by John A. Quelch; Case Video, DVD, (9-502-804), 10 min, by John A. Quelch; Teaching Note, (5-501-082), 13p, by Rajiv Lal, Patricia Martone Carrolo   Add     13 pp.  Teaching Note For use with 9-501-019 HBS Number: 5-501-082 Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy    Calvin Klein, Inc. vs. Warnaco Group, Inc.   Add   View  28 pp.  Case Author(s): Fournier, Susan; Boer, Jessica Publication Date: 11/19/2002 Revision Date: 12/20/2002 Product Type: Case (Library) Product Description: On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, 2000, Warnaco countered with its own suit, denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. The countersuit further claimed that CKI had, in fact, breached the license and eroded the brand through its own strategies and practices. The lawsuits were precedent setting: This was the first time a licensed manufacturer/distributor had been charged with brand equity dilution or a designer held accountable for ineffective brand advertising. It was a case that would potentially rewrite the rules of fashion licensing and distribution, and bring into the limelight the tensions faced by every brand steward attempting to balance revenue growth goals with preservation of the equity of the brand. This case presents extensive background facts. Teaching Purpose: To teach brand stewardship, i.e., the marketing strategies and decisions that constitute effective development and protection of the brand asset in the face of challenging and sometimes conflicting managerial concerns: How do you balance short-term growth pressures with preservation of the long-term strength of the brand? HBS Number: 9-503-011 Industry Setting: retail Number of Employees: 18,000 Gross Revenues: $1.6 million revenues Event Year Start: 2000 Event Year End: 2000 Subjects: Advertising; Brand equity; Distribution; Fashion; Legal aspects of business; Licensing; Retailing; Trademarks Academic Discipline: Marketing    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) 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. HBS Number: 9-592-035 Geographic Setting: United States Industry Setting: Mail order; Retail industry; Floral industry Company Size: start-up Number of Employees: 30 Gross Revenues: $10 million revenues Event Year Start: 1991 Event Year End: 1991 Subjects: Agribusiness; Distribution planning; Information systems; Information technology Academic Discipline: Marketing Supplementary Materials: Case Video, (9-592-509), 3 min, by KGO TV; Teaching Note, (5-596-116), 10p, by Walter J. Salmon, Judith Maas   Add     10 pp.  Teaching Note For use with 9-592-035 HBS Number: 5-596-116 Subjects: Agribusiness; Distribution planning; Information systems; Information technology; Retailing    Capital One: Leveraging Information-Based Marketing   Add   View  26 pp.  Case Author(s): Lattin, James M.; Rierson, Michael Publication Date: 03/02/2007 Product Type: Case (Field) Publisher: Stanford University HBS Number: M316 Geographic Setting: United States Industry Setting: Financial services Subjects: Consumer behavior; Consumer credit; Core competencies; Financial services; Growth strategy; Marketing strategy Academic Discipline: Marketing Product Description: In November 1997, Richard D. Fairbank, Chairman and CEO of Capital One Financial Corporation, was reflecting on the success of his company since its initial public offering (IPO) in 1994. The success had come primarily from one business: credit cards. Despite the phenomenal success of the company in this one market, Fairbank's vision for the company was not limited to credit cards. He wanted to diversify to reduce Capital One's vulnerability to consumer credit market saturation and downturns. Fairbank also saw an opportunity to extend Capital One's capabilities into other markets. He saw Capital One as not just a credit card or financial services company but rather as an information-based marketing company. Because Capital One's strategy would work well in other information-driven industries, Fairbank's idea was to concentrate on growing, data-rich industries — large enough to contribute significantly to the company's growth trajectory — and focus on products and marketing channels where Capital One could leverage its capabilities in scientific testing and mass customization. Despite having investigated over 50 diversification opportunities, Capital One was not pursuing any, largely because they were a poor fit or failed to capitalize on Capital One's core competencies. A recent hire, Mike Rowen, and his team, however, had just finished a four-month long investigation into the auto financing industry. It was up to Rowen and his team to decide whether to present auto finan    CARE USA   Add   View  34 pp.  Case Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/14/2003 Product Type: Color Case Product Description: CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Teaching Purpose: To examine nonprofit brands and direct mail strategy. Includes color exhibits. HBS Number: 9-504-007 Geographic Setting: Global Industry Setting: nonprofit Number of Employees: 12,000 Gross Revenues: $427 million revenues Event Year Start: 2002 Event Year End: 2003 Subjects: Brands; Direct marketing; Nonprofit organizations Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-505-012), 8p, by John A. Quelch   Add     8 pp.  Teaching Note For use with 9-504-007 HBS Number: 5-505-012 Subjects: Brands; Direct marketing; Nonprofit organizations    CARE USA   Add   View  34 pp.  Case Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/14/2003 Product Type: Color Case HBS Number: 504007 Geographic Setting: Global Number of Employees: 12,000 Gross Revenues: $427 million revenues Event Year Start: 2002 Event Year End: 2003 Subjects: Brands; Direct marketing Academic Discipline: Marketing Supplementary Materials: Video, (505706), 4 min, by John A. Quelch; Teaching Note, (505012), 8p, by John A. Quelch Product Description: CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits.    Carlyle Japan (A)   Add   View  26 pp.  Case Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/25/2008 Revision Date: 05/16/2008 Product Type: Case (Field) HBS Number: 9-508-092 Geographic Setting: Japan Industry Setting: Professional services Number of Employees: 50 Event Year Start: 2007 Event Year End: 2007 Subjects: Networks; Private equity; Sales management Academic Discipline: Marketing Supplementary Materials: Supplement (Field), (9-508-093), 3p, by David Godes, Masako Egawa, Mayuka Yamazaki; Supplement (Field), (9-508-094), 1p, by David Godes, Masako Egawa, Mayuka Yamazaki Product Description: Tamotsu Adachi, Managing Director of Carlyle Japan, wants to formulate a strategy to improve his firm's ability to source high-quality deals at competitive valuations, or prices. Buyout funds like Carlyle typically have two deal phases: sourcing and monitoring. These correspond to (i) “selling” the benefits to a business owner of going with Carlyle as a buyout partner, and then (ii) increasing the value of that business following the buyout. Since the profitability of a buyout depends on finding high-quality deals, the firm has focused to date on leveraging its contacts in the banking business, which has been a powerful institution in Japan for many years. These contacts have brought to Carlyle a number of good quality companies, but the volume of buyouts done by Carlyle in Japan has not been what they hoped it would be. Students are asked how the firm can improve on this deal sourcing approach.    Carlyle Japan (B)   Add   View  3 pp.  Case Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) HBS Number: 9-508-093 Company Size: small Subjects: Networks; Private equity; Sales management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-508-092) Carlyle Japan (A). May be used with: (9-508-094) Carlyle Japan (C).    Carlyle Japan (C)   Add   View  1 pp.  Case Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) HBS Number: 9-508-094 Company Size: small Subjects: Networks; Private equity; Sales management Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-508-092) Carlyle Japan (A). May be used with: (9-508-093) Carlyle Japan (B).    CarMax   Add   View  29 pp.  Case Author(s): Lal, Rajiv; Kiron, David Publication Date: 06/15/2005 Product Type: Case (Field) Product Description: Abstract to follow. HBS Number: 9-505-080 Geographic Setting: Richmond, VA Industry Setting: Automotive industry Gross Revenues: $2.5 billion revenues Event Year Start: 2001 Event Year End: 2001 Subjects: Corporate strategy; Growth management; Information systems; Innovation; Inventory management; Operations management Academic Discipline: Marketing    Carter Automotive Group   Add   View  28 pp.  Case Author(s): Salmon, Walter J.; Wylie, David Publication Date: 02/26/1990 Revision Date: 10/06/1993 Product Type: Case (Field) Product Description: The Carter Automotive Group is a Southern California automobile dealer group. The head of the group is assessing whether his current and unique marketing strategy should be modified in light of changing competitive conditions. HBS Number: 9-590-011 Geographic Setting: Southern California Industry Setting: Automotive industry; Retail industry Company Size: mid-size Gross Revenues: $200 million revenues Event Year Start: 1990 Event Year End: 1990 Subjects: Advertising strategy; Automobiles; Marketing strategy; Pricing Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-592-027), 7p, by Walter J. Salmon, David Wylie   Add     7 pp.  Teaching Note For use with 9-590-011 HBS Number: 5-592-027 Subjects: Advertising strategy; Automobiles; Marketing strategy; Pricing; Retailing    Carvel Ice Cream: Developing the Beijing Market   Add   View  15 pp.  Case Vandenbosch, Mark; Gleave, Tom The manager of business development for Carvel Asia Ltd. is trying to determine how best to increase ice cream cake sales. In doing so, he needs to develop a complete marketing program that includes decisions about product offerings, pricing, placement (distribution), and promotion--"the four Ps." HBS Number: 99A017 Type: Case (Field) Publication Date: 07/17/1999 Geographic Setting: China Industry Setting: food/ice cream Company Size: mid-size Event Year Start: 1998 Event Year End: 1998 Subjects: China; Distribution; Food; Marketing planning; Pricing strategy Supplementary Materials: Teaching Note, (899A17), 14p, by Mark Vandenbosch, Tom Gleave Publisher: Richard Ivey School of Business/UWO    Case for Brand Loyalty   Added   View  24 pp.  Case Author(s): Fournier, Susan; Yao, Julie Publication Date: 06/15/1998 Revision Date: 09/09/1998 Product Type: Other Product Description: Brand loyalty is one of the core concepts of the marketing discipline, one 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, multi-brand 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. Teaching Purpose: Through this exercise, it is hoped that students will better appreciate the nuances in brand loyalty that so far remain unacknowledged in current research, toward the goal of articulating a definition of loyalty that is valid at the level of today's lived consumer experiences. Includes color exhibits. HBS Number: 9-598-023 Geographic Setting: Unspecified Subjects: Brands; Consumer behavior; Customer retention; Loyalty; Marketing management Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-598-123), 17p, by Susan Fournier, Julie Yao   Added     17 pp.  Teaching Note For use with 9-598-023 HBS Number: 5-598-123 Subjects: Brands; Consumer behavior; Customer retention; Loyalty; Marketing management    Catalina Marketing Corp.   Add   View  34 pp.  Case Author(s): Bell, David E.; Salmon, Walter J.; Starr, Dinny Publication Date: 10/04/1993 Revision Date: 09/28/1994 Product Type: Case (Field) Product Description: Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. Catalina is currently trying to decide where and how to expand its operations. Teaching Purpose: To discuss the issues of effective supermarket advertising, new advertising and information gathering technology, and potential expansion options for Catalina. HBS Number: 9-594-026 Geographic Setting: CaliforniaIndustry Setting: marketing/retailNumber of Employees: 294Gross Revenues: $70 million revenues Event Year Start: 1993Event Year End: 1993 Subjects: Advertising strategy; Consumer marketing; Marketing strategy; Retailing; Sales promotions; Supermarkets Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-595-093), 4p, by David E. Bell   Add     4 pp.  Teaching Note For use with 9-594-026 HBS Number: 5-595-093 Subjects: Advertising strategy; Consumer marketing; Marketing strategy; Retailing; Sales promotions; Supermarkets    C-Car   Add   View  26 pp.  Case Rangan, V. Kasturi; Bell, Marie C-Car was the first automobile retailer in the United States to go public. Subsequently the owner, Mr. Gilliland, must decide how to invest the capital raised from the public ownership. This case describes in detail C-Car's highly profitable strategy of managing its stores. Concerns four potential acquisitions and their fit within C-Car's strategy. Teaching Purpose: To expose students to the rapidly evolving automobile distribution environment in the mid-1990s and help them think through the pros and cons of the several new models. May be used with: (9-598-014) Automobile Retailing in the U.S. HBS Number: 9-598-064 Type: Case (Field) Publication Date: 10/23/1997 Revision Date: 04/06/1998 Geographic Setting: United States Industry Setting: auto retailing Gross Revenues: $320 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Automobiles; Expansion; Marketing strategy; Retailing Supplementary Materials: Teaching Note, (5-598-145), 9p, by V. Kasturi Rangan, Marie Bell   Add     9 pp.  Teaching Note For use with 9-598-064 HBS Number: 5-598-145 Subjects: Automobiles; Expansion; Marketing strategy; Retailing    CEMEX: Rewarding Egyptian Retailers, Teaching Note   Add     28 pp.  Teaching Note Author(s): Martinez Jerez, F. Asis Publication Date: 05/04/2007 Product Type: Teaching Note HBS Number: 5-107-079 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (9-106-065) CEMEX: Rewarding Egyptian Retailers.    CEMEX: Rewarding the Egyptian Retailers   Add   View  22 pp.  Case Author(s): Martinez-Jerez, F. Asis; Bellin, Joshua; Winkler, Carole Publication Date: 03/22/2006 Revision Date: 09/24/2008 Product Type: Case (Field) HBS Number: 106065 Geographic Setting: Egypt Industry Setting: Building materials industries Event Year Start: 2002 Event Year End: 2005 Subjects: Brand management; Distribution; Marketing implementation; Performance; Pricing strategy; Product differentiation; Rewards; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Spreadsheet), (107709), 0p, by F. Asis Martinez-Jerez; Teaching Note, (107079), 28p, by F. Asis Martinez-Jerez Product Description: CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the retailers, was called into question by Assiut Cement's management based on the results of its first two rounds.    CEMEX: Rewarding the Egyptian Retailers, Teaching Note   Add     28 pp.  Teaching Note Author(s): Martinez-Jerez, F. Asis Publication Date: 05/04/2007 Revision Date: 05/01/2008 Product Type: Teaching Note HBS Number: 107079 Academic Discipline: Marketing Product Description: An abstract is not available for this product. Must be used with: (106065) CEMEX: Rewarding the Egyptian Retailers.    CEMEX: Rewarding the Eygptian Retailers   Add   View  22 pp.  Case Author(s): Martinez-Jerez, F. Asis; Bellin, Joshua; Winkler, Carole Publication Date: 03/22/2006 Revision Date: 07/17/2007 Product Type: Case (Field) HBS Number: 9-106-065 Geographic Setting: Egypt Industry Setting: Building materials industries Event Year Start: 2002 Event Year End: 2005 Subjects: Brand management; Distribution; Marketing implementation; Performance; Pricing strategy; Product differentiation; Rewards; Sales strategy Academic Discipline: Marketing Supplementary Materials: Supplement (Spreadsheet), (9-107-709), 0p, by F. Asis Martinez-Jerez; Teaching Note, (5-107-079), 28p, by F. Asis Martinez-Jerez Product Description: CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the retailers, was called into question by Assiut Cement's management based on the results of its first two rounds.    Center for Women & Enterprise: Looking for a Director of Development with “The   Add   View  18 pp.  Case Kosnik, Thomas J.; Zakarian, Natalie Andrea Silbert is founder of the Center for Women & Enterprise, a nonprofit with a mission to empower women to become economically self-sufficient and prosperous through entrepreneurship. She must select a new senior sales executive, decide how to share responsibilities, and decide how to pick the best prospective funding sources. Teaching Purpose: Students grapple with decisions facing most entrepreneurs: how to bring on new sales talent to grow the business. HBS Number: 9-597-077 Type: Case (Field) Publication Date: 05/23/1997 Geographic Setting: Boston, MA Industry Setting: entrepreneurial/nonprofit Number of Employees: 4 Gross Revenues: $1 million revenues Event Year Start: 1996 Event Year End: 1996 Subjects: Entrepreneurial management; Nonprofit marketing; Sales management; Women    Centra Software   Add   View  17 pp.  Case Author(s): Deighton, John; Pouliquen, Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Product Description: Centra is a pioneer in software eLearning. It is debating how to modify its go-to-market strategy, adding telesales to improve sales force productivity. At the same time, its market is evolving, and management thinks it may be about to “cross the chasm'' in Geoffrey Moore's terminology. Should it “fish where the fish are biting'' or should it concentrate on the enterprise customer and exclude small and mid-size corporations? If a shakeout is coming, how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy, how to manage conflict between field sales and telephone sales, how to manage rapid growth markets, and competition between best-of-breed collaborators and single-source vendors. HBS Number: 9-502-009 Geographic Setting: United States Industry Setting: software Number of Employees: 150 Gross Revenues: $23 million revenues Event Year Start: 2001 Event Year End: 2001 Subjects: Business marketing; Distribution; International marketing; Market definition; Marketing implementation; Sales management; Software Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-503-047), 10p, by John Deighton   Add     10 pp.  Teaching Note For use with 9-502-009 HBS Number: 5-503-047 Subjects: Business marketing; Distribution; International marketing; Market definition; Marketing implementation; Sales management; Software    Changing Corporate Identity: The Case of a Regional Hospital   Add   View  16 pp.  Case Bruce, Margaret Facing competitive pressure from local health care suppliers and a shift in patient demand, the hospital's executive management team develops a strategic plan to reposition the hospital, including investment in new technology and upgraded facilities to attract leading-edge physicians and nursing staff. As part of this plan, they hire design consultants to create a new corporate identity for the hospital. This case examines this complex project, focusing on the relationship between marketing and design as they work through the renaming of the hospital, the creation of a new identity to satisfy the various publics served by the hospital, and implementation of a communications plan. HBS Number: 9-994-020 Type: Case (Field) Publication Date: 01/01/1994 Geographic Setting: Columbus, IN Industry Setting: health care Number of Employees: 1,500 Gross Revenues: $100 million revenues Event Year Start: 1992 Event Year End: 1992 Subjects: Communication strategy; Cross functional management; Growth strategy; Hospital administration; Market research; Product positioning Supplementary Materials: Supplement (Field), (9-994-021), 2p, by Margaret Bruce; Teaching Note, (5-994-022), 2p, by Margaret Bruce Publisher: Design Management Institute   Add     2 pp.  Teaching Note For use with 9-994-020 HBS Number: 5-994-022 Subjects: Communication strategy; Corporate branding; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning    Changing Corporate Identity: The Case of a Regional Hospital, Epilogue   Add   View  2 pp.  Case Author(s): Bruce, Margaret Publication Date: 01/01/1994 Product Type: Supplement (Field) Publisher: Design Management Institute Product Description: Follows the implementation of the corporate identity. Must be used with: (9-994-020) Changing Corporate Identity: The Case of a Regional Hospital. HBS Number: 9-994-021 Subjects: Communication strategy; Corporate branding; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-994-022), 2p, by Margaret Bruce   Add     2 pp.  Teaching Note For use with 9-994-021 HBS Number: 5-994-022 Subjects: Communication strategy; Corporate branding; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning    Channel Management   Added   View  10 pp.  Case Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note HBS Number: 9-590-045 Subjects: Distribution channels; Industrial markets; Marketing organization; Marketing strategy; Sales management Academic Discipline: Marketing Product Description: Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3) major factors that affect producer-reseller relations, and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems.    Chapters.ca   Add   View  25 pp.  Case Author(s): Roberts, Michael J.; Lal, Rajiv; Salmon, W Publication Date: 09/20/2000 Revision Date: 07/10/2001 Product Type: Case (Field) Product Description: Describes the challenges facing the on-line site associated with Canada's largest bricks-and-mortar bookseller. Presents a variety of lenses for examining the economic model of the on-line versus traditional book selling business, and asks students to identify the marketing levers that can drive the business model. Teaching Purpose: To understand the economics of on-line versus traditional bookselling and marketing synergies/conflicts/issues between the two. HBS Number: 9-801-158 Geographic Setting: CanadaIndustry Setting: retailing/booksNumber of Employees: 50Gross Revenues: $2 million revenues Event Year Start: 1999Event Year End: 1999 Subjects: Canada; Center for Case Development; Electronic commerce; Marketing management; Retailing Academic Discipline: Marketing    Charles Schwab & Co., Inc.: The “Talk to Chuck” Advertising Campaign   Add   View  18 pp.  Case Author(s): Quelch, John A.; Winig, Laura Publication Date: 01/16/2007 Revision Date: 01/11/2008 Product Type: Case (Field) HBS Number: 9-507-005 Geographic Setting: United States Industry Setting: Financial services Event Year Start: 2006 Event Year End: 2006 Subjects: Advertising; Advertising campaigns; Advertising strategy; Brand management Academic Discipline: Marketing Product Description: Schwab management is evaluating the success of the recently launched “Talk to Chuck” advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message strategy, media selection, and performance measures.    Charles Schwab Corp.: Introducing a New Brand   Add   View  27 pp.  Case Author(s): Lal, Rajiv; Kiron, David Publication Date: 11/26/2001 Product Type: Case (Field) Product Description: As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy -- including brand assets, choice of target audience, and media message. Teaching Purpose: Provides students with tools for understanding brand management and exploring growth opportunities. HBS Number: 9-502-020 Geographic Setting: San Francisco, CAIndustry Setting: financial servicesGross Revenues: $5.8 billion revenues Event Year Start: 2001Event Year End: 2001 Subjects: Advertising campaigns; Advertising strategy; Brand management; Communication strategy; Customer service; Financial services; Marketing planning; Marketing strategy Academic Discipline: Marketing    Charlestown Chemical, Inc.   Add   View  5 pp.  (OP 5/2004) Case Author(s): Corey, E. Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) HBS Number: 9-590-024 Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Negotiations; Pricing; Suppliers Academic Discipline: Marketing Product Description: Involves price negotiation and reciprocity. A rewritten version of a case by W.B. England and J. Landendorf.    Charmed Technology   Add   View  23 pp.  Case Author(s): Moon, Youngme Publication Date: 08/31/2001 Product Type: Other Product Description: Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key issue facing the company is whether it is time to begin expending greater marketing resources to build a customer base for the CharmIT. The company has no marketing team, indeed, it doesn't even have a VP of marketing or sales yet. However, if Charmed decides to hire a marketing team, it will have to fire a significant number of engineers because of budgetary constraints. Given that the CharmIT is still a first-generation product, CEO Alex Lightman, is unsure about whether this makes sense. Teaching Purpose: 1) When is a product ready for mass marketing? 2) When should early adopters be used as collaborators in the development process? and 3) How does the value proposition of a product change as it is adopted by different segments of the market (e.g., early adopters vs. the mainstream)? Includes color exhibits. HBS Number: 9-502-012 Geographic Setting: CaliforniaIndustry Setting: computersCompany Size: start-upNumber of Employees: 50 Event Year Start: 2001Event Year End: 2001 Subjects: Fashion; Innovation; New product marketing; Product introduction; Technology Academic Discipline: Marketing    Charmed Technology   Add   View  23 pp.  Case Author(s): Moon, Youngme Publication Date: 08/31/2001 Product Type: Color Case HBS Number: 502012 Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Event Year Start: 2001 Event Year End: 2001 Subjects: Innovation; New product marketing; Product introduction; Technology Academic Discipline: Marketing Product Description: Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring “wearable” computers, has just released its first product. The “CharmIT” is being billed as the world's first affordable, wearable computer for consumers. The key issue facing the company is whether it is time to begin expending greater marketing resources to build a customer base for the CharmIT. The company has no marketing team. Indeed, it doesn't even have a VP of marketing or sales yet. However, if Charmed decides to hire a marketing team, it will have to fire a significant number of engineers because of budgetary constraints. Given that the CharmIT is still a first-generation product, CEO Alex Lightman is unsure whether this makes sense. Includes color exhibits.    Chesebrough-Pond’s, Inc.: Vaseline Petroleum Jelly   Added   View  22 pp.  Case Author(s): Quelch, John A.; Merliss, Penny Pittman Publication Date: 05/01/1981 Revision Date: 12/01/1992 Product Type: Case (Field) Product Description: The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. HBS Number: 9-581-047 Geographic Setting: United States Industry Setting: health and beauty aids Gross Revenues: $700 million revenues Event Year Start: 1977 Event Year End: 1977 Subjects: Advertising; Communication strategy; Consumer goods; Consumer marketing; Marketing planning; Marketing strategy; Product management; Sales promotions Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-583-016), 29p, by John A. Quelch   Added     24 pp.  Teaching Note For use with 9-581-047 HBS Number: 5-583-016 Subjects: Advertising; Communication strategy; Consumer goods; Consumer marketing; Marketing planning; Marketing strategy; Product management; Sales promotions    Chevron Corp.: Corporate Image Advertising   Add   View  17 pp.  Case Author(s): Quelch, John A. Publication Date: 03/21/1991 Revision Date: 06/04/1993 Product Type: Case (Field) Product Description: Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. HBS Number: 9-591-005 Geographic Setting: United States Industry Setting: petroleum Company Size: Fortune 500 Gross Revenues: $32 billion revenues Event Year Start: 1989 Event Year End: 1989 Subjects: Advertising; Market research; Petroleum; Polls & surveys Academic Discipline: Marketing Supplementary Materials: Teaching Note, (5-591-141), 6p, by John A. Quelch, Elisa M. Palter   Add     5 pp.  Teaching Note For use with 9-591-005 HB