Publications
Publications
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- Faculty Publications (997)
- October 2003 (Revised January 2005)
- Case
Microsoft: Launching the Smart Watch
By: John T. Gourville and Christina L. Darwall
Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now... View Details
- October 2003 (Revised March 2004)
- Case
Symbian: Setting the Mobility Standard
By: Fernando F. Suarez and Thomas R. Eisenmann
Symbian, a joint venture owned by companies who collectively sold a dominant share of the world's cell phones, faced competition from Microsoft in developing the operating system for "smartphones," which integrated mobile communications and computing functions. In... View Details
- October 2003
- Case
Taiwan Semiconductor Manufacturing Company: Building a Platform for Distributed Innovation
By: Marco Iansiti and Marcin Strojwas
Surging costs of building a state-of-the-art fabrication facility were pushing firms to outsource manufacturing while advanced technologies were requiring a tighter coupling between design and manufacturing. Explores the development of strategy in this environment.... View Details
- October 2003 (Revised August 2005)
- Case
American Legacy: Beyond the Truth Campaign
By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
- September 2003 (Revised March 2004)
- Case
Bharti Tele-Ventures
By: Tarun Khanna, Krishna G. Palepu and Ingrid Vargas
Following the liberalization of India's telecommunications service industry in the early 1990s, Bharti Tele-Ventures grew from a small entrepreneurial telephone equipment importer and manufacturer to become India's largest private-sector telecommunications service... View Details
- September 2003 (Revised January 2004)
- Case
Alessi: Evolution of an Italian Design Factory (A)
By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
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... View Details
- August 2003 (Revised October 2003)
- Case
C&S Wholesale Grocers: Self-Managed Teams
By: Thomas J. DeLong, Tejal Mody and David Ager
Rick Cohen, president and CEO of C&S Wholesale Grocers, is trying to decide whether and how to implement the self-managed teams concept in his warehouse. Eight months earlier, C&S had begun to act as principal wholesaler to A&P throughout New England, a decision that... View Details
- August/September 2003
- Article
A Plea to Boards to Shift Focus Back to the Customer
By: Gail J. McGovern and John Quelch
- July 2003 (Revised October 2018)
- Case
Starbucks: Delivering Customer Service
By: Youngme Moon and John Quelch
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details
- July 2003 (Revised December 2003)
- Case
Mitchells/Richards
By: Amy C. Edmondson and Corey B. Hajim
Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and high-touch customer service. A family-run business, Mitchells has built its success with a customer service strategy know internally as "hugging." The term is... View Details
- July 2003 (Revised April 2011)
- Case
Singapore Airlines: Customer Service Innovation
By: Rohit Deshpande and Hal Hogan
The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the... View Details
- July 2003 (Revised April 2005)
- Case
Branding Citigroup's Consumer Business
By: Rohit Deshpande and Carin-Isabel Knoop
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... View Details
- July 2003 (Revised October 2013)
- Case
Model N Inc.
By: Marco Iansiti and Alison Berkley Wagonfeld
The CEO of a Silicon Valley start-up needed to make organizational and product changes to deliver a new software solution to a Fortune 500 customer. He was wondering how he should structure the company to best meet the requirements for this particular customer, while... View Details
- July 2003 (Revised March 2004)
- Case
XM Satellite Radio (A)
By: David B. Godes and Elie Ofek
XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details
- June 2003
- Case
In-N-Out Burger
By: Youngme E. Moon, Lucy Cummings, Sonali Sampat, Sam Thakarar and Kerry Herman
In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion:... View Details
- June 2003
- Article
The Impact of Frequent Shopper Programs in Grocery Retailing
By: Rajiv Lal and David E. Bell
- May 2003
- Module Note
Managing Product Development
By: Stefan H. Thomke
Introduces students to the managerial aspects critical to conceiving, designing, and developing innovative products and services. Considers the full range of activities required: learning about customer needs, understanding and managing experimentation and problem... View Details
- May 2003
- Background Note
Customer Management Strategy in Business Markets
By: Das Narayandas
Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to... View Details
- May 2003
- Case
Liz Claiborne, Inc.
By: Rajiv Lal, Walter J. Salmon and Edie Prescott
Discusses the business portfolio emphasis of a large multibrand manufacturer and the future of department stores as well as how relationships between manufacturers and key customers can be improved. View Details
- March 2003 (Revised October 2003)
- Case
Campbell Soup Company: Transforming for the 21st Century
By: Lynda M. Applegate and Jamie Ladge
In July 2001, Campbell Soup's newly appointed CEO, Douglas R. Conant, addressed a group of Wall Street analysts and unveiled his plan to kick-start growth. His plan called for organizational renewal and revitalization, redesign of core customer-facing processes... View Details