Publications

Keywords: Research; Policy

January–February 1997
Comment

Comment on: 'When An Executive Defects,' by Anurag Sharma, Idalene F. Kesner, Kenneth Coleman, Stephen Greyser, et al.

Keywords: Management

December 1996 (Revised January 1997)
Case

Brent Spar Incident, The: "A Shell of a Mess"

By: Stephen A. Greyser and Norman Klein

Seeking to dispose of an outmoded oil drilling platform in the North Sea, Shell finds itself confronted by Greenpeace and other environmentalists. The protesters land 12 people onto the rig and initiate media coverage of their "occupation." The case follows the events... View Details

Keywords: Communication; Media; Social Issues; Mining Industry; United Kingdom

December 1996
Background Note

Environmental Behavior And Corporate Reputation

By: Stephen A. Greyser

Keywords: Corporate Social Responsibility and Impact

December 1996
Case

Hydro-Quebec: In Pursuit of the Great Whale

By: Stephen A. Greyser and Norman Klein

Keywords: Energy Industry; Utilities Industry; Canada

November 1996 (Revised February 1997)
Case

Historical Society of Pennsylvania, The

By: Stephen A. Greyser and Stephanie L. Woerner

The Historical Society of Pennsylvania (HSP) runs one of the nation's most important research libraries and a museum focusing on colonial history. Financial analysis shows that the society has absorbed increased costs of operation over the past decade through slow but... View Details

Keywords: Finance; Cost; Human Resources; Leadership Style; Management Analysis, Tools, and Techniques; Managerial Roles; Mission and Purpose; Corporate Strategy; Pennsylvania

June 1996
Case

Siemens Corporation (B): Corporate Advertising for 1996

By: Stephen A. Greyser and Norman Klein

Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry

winter 1996
Article

Cause-Related Marketing: Finding the Ideal Corporate Alliance

Keywords: Marketing; Alliances

1995
Chapter

Marketing and Public Policy

Keywords: Marketing; Policy; Government and Politics

April 1995
Case

USAir "Letters to Travelers" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation; Advertising Industry; Air Transportation Industry

March 1995
Teaching Note

Intel's Pentium: When the Chips are Down (A) and (B) TN

By: Stephen A. Greyser and Sarah Conner

Teaching Note for (9-595-058) and (9-595-059). View Details

Keywords: Semiconductor Industry

January 1995
Supplement

Intel's Pentium: When the Chips Are Down (B)

By: Stephen A. Greyser and Norman Klein

Supplements the (A) case. View Details

Keywords: Semiconductor Industry

January–February 1995
Article

Corporate Reputation: Aid to Growth and Shield

Keywords: Reputation; Growth and Development

December 1994
Case

Intel's Pentium: When the Chips Are Down (A)

By: Stephen A. Greyser and Norman Klein

Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details

Keywords: Advertising; Engineering; Crisis Management; Brands and Branding; Production; Failure; Semiconductor Industry

September 1994
Case

Benetton: The "United Colors" Communications Campaigns

By: James L. Heskett, Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Apparel and Accessories Industry

September 1994
Teaching Note

Cunard Line,Ltd.: Managing Integrated Marketing Communications TN

By: Stephen A. Greyser and Robert F Young

Teaching Note for (9-594-046). View Details

Keywords: Shipping Industry

July–August 1994
Comment

Comment on: 'Media Policy--What Media Policy?' by Sandi Sonnenfeld

Keywords: Policy; Media

June 1994 (Revised August 1994)
Case

Cunard Line Ltd.: Managing Integrated Marketing Communications

By: Stephen A. Greyser

Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry