Publications

October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

By: Elie Ofek

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

September 2004 (Revised August 2007)
Case

XM Satellite Radio (C): The Next Generation of Radio Receivers

By: David B. Godes and Elie Ofek

Supplements the (A) case. View Details

Keywords: Communications Industry

April 2004 (Revised September 2006)
Teaching Note

XM Satellite Radio (A) and (B) TN

By: David B. Godes and Elie Ofek

Teaching Note to (9-504-009) and (9-504-065). View Details

Keywords: Media and Broadcasting Industry

April 2004 (Revised April 2006)
Teaching Note

Eyeblaster: Enabling the Next Generation of Online Advertising (TN)

By: Elie Ofek

Teaching Note to (2-504-005). View Details

Keywords: Online Advertising; Advertising Industry

April 2004
Article

Manufacturer Benefits from Information Integration with Retail Customers

By: Susan Kulp, Hau Lee and Elie Ofek

Keywords: Information; Integration; Customers; Sales

Find at Harvard

January 2004 (Revised March 2004)
Supplement

XM Satellite Radio (B)

By: David B. Godes and Elie Ofek

Keywords: Media and Broadcasting Industry

September 2003 (Revised May 2006)
Case

Eyeblaster: Enabling the Next Generation of Online Advertising

By: Elie Ofek

Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details

Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy

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

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

Article

R&D, Marketing, and the Success of Next-Generation Products

By: Elie Ofek and Miklos Sarvary

Keywords: Research and Development; Marketing; Success; Product

Find at Harvard

2003
Chapter

Supply-Chain Coordination: How Companies Leverage Information Flows to Generate Value

By: Susan Kulp, Elie Ofek and Jonathan Whitaker

Keywords: Supply Chain Management; Cooperation; Information Management; Knowledge Use and Leverage; Knowledge Management; Value Creation

fall 2002
Article

How Much Does the Market Value an Improvement in a Product Attribute?

By: Elie Ofek and V. Srinivasan

Keywords: Markets; Value; Product

Find at Harvard

August 2002 (Revised November 2016)
Background Note

Customer Profitability and Lifetime Value

By: Elie Ofek

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry