Publications
Publications
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- All HBS Web
(392)
- Faculty Publications (300)
- January–April 1996
- Article
Implementing Marketing Strategy
- March 1995
- Teaching Note
Becton Dickinson and Company: Multidivisional Marketing Programs TN
Teaching Note for (9-594-060). View Details
Keywords: Health Industry
- February 1995 (Revised March 1995)
- Teaching Note
Astra/Merck Group TN
Teaching Note for (9-594-045). View Details
Keywords: Pharmaceutical Industry
- September 1994
- Teaching Note
Packaged Products Company: Handy-Pak Introduction (TN)
Teaching Note for (9-593-057). View Details
- August 1994
- Teaching Note
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction TN
Teaching Note for (9-593-080). View Details
- spring 1994
- Article
Industrial Marketing: Managing New Requirements
- March 1994 (Revised March 1995)
- Case
Astra/Merck Group
By: Frank V. Cespedes and Marie Bell
Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to... View Details
- October 1993 (Revised November 1994)
- Case
Becton Dickinson & Co.: Multidivisional Marketing Programs
In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. View Details
- October 1993 (Revised February 1995)
- Case
MCI Vision (A) (Condensed)
Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first... View Details
- October 1993 (Revised February 1995)
- Case
Dendrite International
By: Frank V. Cespedes and Marie Bell
Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending... View Details
- August 1993
- Article
Transaction Cost Theory: Inferences from Clinical Field Research
- summer 1993
- Article
Market Research and Marketing Dialects
- summer 1993
- Article
Database Marketing: New Rules for Policy and Practice
By: Frank V. Cespedes and H. Jeff Smith
- June 1993
- Teaching Note
MEM Company, Inc.: English Leather TN
Teaching Note for (9-593-035). View Details
Keywords: Consumer Products Industry
- May 1993
- Teaching Note
American Mobile Satellite Corp., Teaching Note
Teaching Note for (9-593-038). View Details