Publications

April 2021
Supplement

Buy Online, Pickup in Store: Vice President of E-Commerce Supplement

By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein

In April 2019, Sylvarella VP of E-Commerce Charla Limont must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. The program implementation created significant problems for the... View Details

Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada

April 2021
Case

Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail

By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein

In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment... View Details

Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada

April 2010
Case

Globalization at Komatsu

By: Michael Y. Yoshino

The case captures the challenges Komatsu, the second largest manufacturer of the earth moving equipment faced during the past five decades as it sought to globalize its operations. By 2007, it had become the second largest manufacturer of the earth moving equipment... View Details

Keywords: Multinational Firms and Management; Distribution Channels; Production; Organizational Culture; Networks; Partners and Partnerships; Manufacturing Industry; Japan

April 2021
Supplement

Buy Online, Pickup in Store: Vice President of Store Operations Supplement

By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein

In April 2019, Sylvarella VP of Store Operations Axley Vega must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. BOPS implementation created significant problems for the store... View Details

Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada

December 2013
Case

Clique Pens: The Writing Implements Division of U.S. Home

By: Frank V. Cespedes and James Kindley

The Clique Pens Writing Implements division of U.S. Home is a manufacturer of a full line of pens, pencils, markers, and art supplies. Despite solid sales, division president Elise Ferguson has seen gross margins drop from 42% in 2010 to just over 36% in 2012 as a... View Details

Keywords: Production; Marketing Strategy; Distribution Channels; Compensation and Benefits; Sales; Manufacturing Industry; Consumer Products Industry

14 Feb 2017
First Look

First Look at New Research: February 14

key channel driving our findings: in states with an already established VC presence, the passage of anti-troll laws leads to a 19% increase in the number of firms receiving VC funding. Our findings suggest that measures aimed at curbing... View Details

Keywords: Sean Silverthorne

September 1983 (Revised October 1984)
Case

Boston Whaler, Inc.: Managing the Dealer Network

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,... View Details

Keywords: Distribution Channels; Product Marketing; Consumer Products Industry

Web

Courses - Entrepreneurship

for making those decisions. We will also introduce a range of specific tools—including business model design, lean testing, and customer and channel analytics—that are particularly relevant to entrepreneurs, as well as introduce students... View Details

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

Web

Great American Business Leaders of the 20th Century - Leadership

Mays Clear Channel Communications, 1972–2004 Frederick L. Maytag II Maytag Corporation, 1940–1960 Elmer H. Maytag Maytag Corporation, 1926–1940 Frederick L. Maytag Maytag Corporation, 1909–1921 Thomas B. McCabe Scott Paper Company,... View Details

Web

Marketing Curriculum - Faculty & Research

show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers. Students learn how to: Make marketing decisions in the context of general management. Control the elements of the marketing mix—product policy, View Details

Web

Marketing - Faculty & Research

providing them with innovative products and services. This value is communicated through a variety of channels as well as through the firm's branding strategy. Effective management of customers and pricing allows the firm to capture part... View Details

January 2018 (Revised May 2019)
Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery

For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details

Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America