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  • 2001
  • Working Paper

Voice and Advocacy: Marketing's Role in Addressing the Poor as Customers

By: V. Kasturi Rangan and Arthur McCaffrey
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  • September 2001 (Revised June 2004)
  • Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
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  • September 2001 (Revised April 2002)
  • Case

Documentum, Inc

By: Rajiv Lal and Sean Lanagan
Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor, Documentum. View Details
Keywords: Marketing Strategy; Segmentation; Software
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  • August 2001 (Revised May 2002)
  • Case

Worldzap

By: Rohit Deshpande, Carin-Isabel Knoop, Suma Raju and David Kiron
In February 2001, the CEO of a new technology start-up had to decide how to present his firm's value proposition to future clients, customers, and business partners. The technology allowed distribution of full-motion video clips of sports highlights to "third... View Details
Keywords: Business Startups; Information Technology; Marketing Strategy; Distribution; Technology Adoption; Forecasting and Prediction; Value Creation; Information Technology Industry; Sports Industry; Europe
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  • August 2001 (Revised September 2002)
  • Case

Sony PlayStation2 (A)

By: Rohit Deshpande and Seth Schulman
In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain... View Details
Keywords: Games, Gaming, and Gambling; Globalization; Marketing Strategy; Product Launch; Risk and Uncertainty; Competitive Strategy; Information Technology; Computer Industry; Entertainment and Recreation Industry; United States
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  • Article

Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior

By: Doug Bowman and Das Narayandas
Keywords: Management; Customers; Contracts; Production; Behavior
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  • Article

What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness

By: Mark Forehand and Rohit Deshpandé
Keywords: Advertising
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  • 2001
  • Case

Hudson's Bay Co.

By: R. Lal
Keywords: Retail Industry; Canada
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  • 2001
  • Case

Orchard Supply Hardware Stores

By: R. Lal
Keywords: Retail Industry; California
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  • 2001
  • Teaching Note

Orchard Supply Hardware Stores Teaching Note

By: R. Lal, Jennifer B. Lawrence and Josie Parr
Keywords: Retail Industry; California
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  • 2001
  • Case

SmithKline Beecham (SB)

By: R. Lal
Keywords: Pharmaceutical Industry
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  • 2001
  • Case

Value Pricing at Procter & Gamble (B)

By: R. Lal
Keywords: Price; Valuation; Consumer Products Industry
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  • summer 2001
  • Article

Case Study: Hunter Business Group: Team TBA

By: Das Narayandas and Elizabeth R. Caputo
Keywords: Information; Groups and Teams
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  • May 2001 (Revised February 2005)
  • Case

KONE: The MonoSpace Launch in Germany

By: Das Narayandas and Gordon Swartz
Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one... View Details
Keywords: Machinery and Machining; Product Launch; Product Development; Construction Industry; Germany
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  • May 2001
  • Teaching Note

Coca-Cola's New Vending Machine (A): Pricing to Capture Value, or Not? TN

By: Charles King III and Das Narayandas
Teaching Note for (9-500-068). View Details
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  • May 2001
  • Teaching Note

Omnitel Pronto Italia TN

By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Teaching Note for (9-501-002). View Details
Keywords: Telecommunications Industry; Italy
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  • Article

Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

By: Sonya Grier and Rohit Deshpandé
Keywords: Society; Customers; Groups and Teams; Identity; Advertising; Status and Position
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  • April 2001 (Revised January 2002)
  • Teaching Note

Callaway Golf Company (TN)

By: Rajiv Lal and Patricia Carrolo
Teaching Note for (9-501-019). View Details
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  • April 2001 (Revised August 2001)
  • Case

Color Kinetics Incorporated (A)

By: Das Narayandas and Mary N. Caravella
Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs, and has developed that technology into a successful line of products for its first targeted market of "retailtainment." Now in November 1999, the... View Details
Keywords: Business Startups; Growth and Development; Management Teams; Marketing Strategy; Product Launch; Market Entry and Exit; Business Strategy; Corporate Strategy; Electronics Industry
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  • Article

Managing Multi-Site Nonprofits

By: Allen Grossman and V. Kasturi Rangan
Keywords: Nonprofit Organizations; Management
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