Publications

April 1993 (Revised July 1994)
Case

MathSoft, Inc. (A)

MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details

Keywords: Information Technology; Corporate Entrepreneurship; Applications and Software; Communication Strategy; Salesforce Management; Marketing Channels; Advertising; Product Launch; Information Technology Industry; Industrial Products Industry; United States

April 1993 (Revised June 1994)
Supplement

MathSoft, Inc. (B)

Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. View Details

Keywords: Communication Technology; Forecasting and Prediction; Curriculum and Courses; Learning; Knowledge Sharing; Growth and Development Strategy; Marketing Channels; Education Industry

April 1993 (Revised May 2009)
Case

Aravind Eye Hospital, Madurai, India: In Service for Sight, The

Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population.... View Details

Keywords: Developing Countries and Economies; Social Marketing; Service Delivery; Service Operations; Welfare; Expansion; Health Industry; India

November 1992 (Revised April 1995)
Case

Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign

By: V. Kasturi Rangan and Jayne D. Kramer

In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details

Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare

November 1992 (Revised June 1993)
Case

The Advertising Council Teen Alcoholism Campaign: Research and Strategy

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Advertising Campaigns; Strategy; Health Disorders; Social Issues

November 1992 (Revised June 1994)
Case

Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Advertising Campaigns; Advertising; Strategy

November 1992 (Revised March 1997)
Case

The Advertising Council: Corporate Strategy

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Corporate Strategy; Advertising; Advertising Industry

October 1992
Article

Segmenting Industrial Customers by Buyer Behavior

By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz

Keywords: Consumer Behavior; Customers

Article

Managing Marginal New Products

By: V. K. Rangan, R. Lal and E. Maier

Keywords: Management; Product

August 1992
Article

Beating the Commodity Magnet

By: V. K. Rangan and G. Bowman

July 1992
Article

New Product Channel Choice: A Framework, a Method and an Application

By: V. K. Rangan, M. Menezes and E. P. Maier

Keywords: Product; Decision Choices and Conditions; Framework

July – August 1992
Article

Staple Yourself to an Order

By: B. P. Shapiro, V. K. Rangan and J. J. Sviokla

1992
Article

Making Choices: Aspects of the History of the Harvard Business School MBA Program

By: Nancy F. Koehn, Thomas R. Piper, V. Kasturi Rangan and Richard S. Tedlow

Keywords: Higher Education; History; Decision Choices and Conditions; Boston

November 1991
Article

Integrating Distribution Strategy and Tactics: A Model and an Application

By: V. K. Rangan and R. Jaikumar

Keywords: Strategy; Integration

October 1991 (Revised August 2000)
Case

Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)

By: V. Kasturi Rangan and Frank V. Cespedes

Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's... View Details

Keywords: Business Divisions; Customer Satisfaction; Demand and Consumers; Market Participation; Distribution Channels; Success; Corporate Strategy; Value Creation; Health Industry

August 1991 (Revised September 1994)
Background Note

What Is Industrial Marketing?

Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details

Keywords: Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Manufacturing Industry

May 1991 (Revised May 1991)
Background Note

Focusing the Concept of Social Marketing

Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. View Details

Keywords: Social Marketing

March 1991 (Revised March 1991)
Teaching Note

Industrial Marketing, Instructor's Course Overview

Keywords: Marketing