Publications

September 1990 (Revised March 1993)
Case

General Electric Plastics: Organizing the Marketing Function

By: V. Kasturi Rangan

Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated... View Details

Keywords: Transition; Marketing Strategy; Organizational Design; Growth and Development Strategy

Educators

September 1990 (Revised November 1991)
Case

National Aeronautics and Space Administration (NASA)

By: V. Kasturi Rangan and Steven Russel

Keywords: Aerospace Industry; United States

Article

A Model for Managing System Conflict during Franchise Expansion

By: P. J. Kaufmann and V. K. Rangan

Keywords: Management; System; Conflict and Resolution; Business Ventures; Expansion

summer 1990
Article

Price Promotions: Limiting Competitive Encroachment

By: R. Lal

Keywords: Price; Competition

May 1990
Article

Price Discounting in Multi-echelon Distribution Systems

By: R. Jaikumar and V. K. Rangan

Keywords: Price; System

April 1990 (Revised January 1993)
Case

Ad Council's AIDS Campaign (A): Advertising Strategy

By: V. Kasturi Rangan and Janet Montgomery

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... View Details

Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry

Educators

April 1990 (Revised April 1992)
Supplement

Ad Council's AIDS Campaign (B): Program Adoption

By: V. Kasturi Rangan and Janet Montgomery

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. View Details

Keywords: Health Disorders; Advertising Campaigns; Advertising Industry

March 1990 (Revised January 1997)
Case

ROLM: The SIGMA Introduction

By: V. Kasturi Rangan

ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its... View Details

Keywords: Leadership; Marketing Strategy; Product Launch; Product Development; Strategic Planning

March 1990 (Revised March 1992)
Case

New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details

Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)

Educators