Publications

July 1994
Background Note

Note on Retail Organizations

By: David E. Bell

Describes a typical organizational structure for retailers and discusses duties of various individuals such as buyer, category manager, etc. View Details

Keywords: Customers; Managerial Roles; Organizational Structure; Retail Industry

July 1994
Background Note

Retail Expansion Strategies

By: David E. Bell

Describes issues that should be considered by a retailer who is thinking of expanding the number of stores from one or two to many. View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Cognition and Thinking; Expansion; Retail Industry

July 1994
Article

Competitive Analysis

By: R. Deshpande and H. Gatignon

Keywords: Competition

July 1994
Article

Retail Pricing and Advertising Strategies

By: R. Lal and C. Matutes

Keywords: Price; Strategy; Advertising

June 1994 (Revised March 1995)
Case

Morgan Construction Co. (A) (Abridged)

Keywords: Construction Industry

June 1994 (Revised September 1994)
Background Note

Beating the Commodity Magnet

By: V. Kasturi Rangan and George T. Bowman

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... View Details

Keywords: Goods and Commodities; Financial Markets; Competitive Strategy; Financial Services Industry

June 1994 (Revised March 1995)
Background Note

New Product Commercialization: Common Mistakes

Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only... View Details

Keywords: Product Development; Product Launch; Problems and Challenges

June 1994
Background Note

Scope and Challenge of Business-to-Business Marketing

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details

Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology

May 1994
Background Note

Designing Channels of Distribution

Presents a framework and a method for addressing the new product channel choice decision. Offers a six-step method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements; 2) obtaining and combining... View Details

Keywords: Distribution Channels; Framework; Cost; Customers; Cost vs Benefits; Management

May 1994
Background Note

Managing Market Complexity: A Three-Ring Circus

Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three... View Details

Keywords: Business Processes; Growth and Development Strategy; Complexity; Organizational Structure; Organizational Culture; Product Marketing; Markets; Product

May 1994
Background Note

Reorienting Channels of Distribution

Traditionally, distribution channels have been viewed as vertical marketing systems where responsibility was transferred from one layer to the next, like passing a baton in a relay race. Distribution channels in the future are likely to look more like horizontal... View Details

Keywords: Distribution Channels; Customers; Supply and Industry; Alliances; Performance Efficiency; Performance Effectiveness; Change; Distribution Industry

May 1994
Background Note

Segmenting Customers in Mature Industrial Markets: An Application

In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details

Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry