Publications

October 2013 (Revised August 2015)
Supplement

Outotec (B): Action Plan

By: Robert J. Dolan and Doug J. Chung

Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details

Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry

August 2013 (Revised August 2014)
Case

Catalina In the Digital Age

By: Robert J. Dolan and Uma R. Karmarkar

Catalina in the Digital Age considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details

Keywords: Big Data; Digital Technologies; Marketing; Customer Relationship Management; Consumer Behavior; Analytics and Data Science

May 2013
Case

Altius Golf and the Fighter Brand

By: Robert J. Dolan and Sunru Yong

Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that... View Details

Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry

May 2013
Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong

May 2013
Supplement

Altius Golf and the Fighter Brand, Spreadsheet for Instructors (Brief Case)

By: Robert J. Dolan and Sunru Yong

May 2013
Supplement

Altius Golf and the Fighter Brand, Spreadsheet for Students (Brief Case)

By: Robert J. Dolan and Sunru Yong

September 2005 (Revised April 2009)
Background Note

Principles of Pricing

By: Robert J. Dolan and John T. Gourville

Presents the basic principles of pricing, including value pricing, price sensitivity, and price customization/discrimination. A rewritten version of an earlier note. View Details

Keywords: Price; Marketing Strategy; Value

April 2001
Teaching Note

HP Consumer Products Business Organization: Distributing Printers via the Internet TN

Teaching Note for (9-500-021). View Details

January 2001
Teaching Note

net.Genesis, Inc. TN

Teaching Note for (9-500-009). View Details

January 2001
Case

Abgenix and the XenoMouse

Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to... View Details

Keywords: Product Development; Marketing Strategy; Health Testing and Trials; Risk and Uncertainty; Technological Innovation; Innovation Strategy; Science-Based Business; Biotechnology Industry

January 2001
Teaching Note

Priceline.com: Name Your Own Price TN

Teaching Note for (9-500-070). View Details

October 2000
Background Note

Sustaining Value

Describes the challenges a firm faces in building and sustaining a value proposition over time. Describes major ways in which the marketing environment changes over time and the methods a firm can use to protect its market position. View Details

Keywords: Price; Marketing Strategy; Competition; Situation or Environment

October 2000 (Revised December 2000)
Background Note

Product Policy Decisions

Provides an introduction to key product policy issues. View Details

Keywords: Product Development

May 2000
Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry