Publications

April 1979
Article

Hospitals, Consumers and Advertising

By: J. Quelch

March 1979 (Revised June 1985)
Case

Chain Saw Industry in 1974

By: Michael E. Porter

Describes the structure of the chain saw industry in 1974, when it is on the threshold of a major period of growth. Data are provided on each significant competitor. The discussion should center around strategies in a growing market for differently situated... View Details

Keywords: Industry Growth; Corporate Strategy; Industry Structures; Growth and Development Strategy; Manufacturing Industry

December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

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. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

1978
Chapter

The Marketing Factor for Nonconventional-Protein Products

By: James E. Austin, J. A. Quelch, Joe R. D'Cruz and Edward T. Popper

Keywords: Food; Product Marketing; Food and Beverage Industry

Article

Market Structure, Oligopoly and the Stability of Market Shares

By: R. E. Caves and M. E. Porter

Keywords: Markets; Price; Economics

May–June 1978
Article

Strategies for Low Market Share Business

By: Richard G. Hamermesh, M. Jack Anderson Jr. and J. Elizabeth Harris

Keywords: Business Ventures

April 1978 (Revised October 1994)
Case

Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors

By: Benson P. Shapiro

Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. The company previously had a... View Details

Keywords: Decisions; Bids and Bidding; Market Participation; Negotiation; Competitive Strategy; Manufacturing Industry

April 1978
Case

FTC and Listerine Antiseptic

By: Stephen A. Greyser

Keywords: Business and Government Relations; Misleading and Fraudulent Advertising; Pharmaceutical Industry

April 1978 (Revised January 1985)
Case

Searle Medical Instruments Group (Abridged)

By: Steven C. Wheelwright

SMIG, a division of G.D. Searle, was a fast growing high market-share company in the field of nuclear medical instruments. It manufactured two basically different product lines, one very successful and the other less so. Although marketing was separate for these... View Details

Keywords: Change; Brands and Branding; Market Participation; Production; Success; Performance Capacity; Expansion; Medical Devices and Supplies Industry

March–April 1978
Article

Testing Social Theories in Marketing Settings

By: D. A. Leonard and E. M. Rogers

Keywords: Theory; Marketing; Society

February 1978
Case

Sierra Log Homes, Inc. (A)

By: Michael E. Porter

Describes the history and evolution of the log home manufacturing industry, a rapidly growing embryonic industry capitalizing on the back-to-basics lifestyle changes in the United States. Focuses on one of the leading firms in the industry, but allows a discussion of... View Details

Keywords: Business or Company Management; Change Management; Industry Structures; Supply and Industry; Problems and Challenges; Business Startups; Business Strategy; Manufacturing Industry; United States