Publications
Publications
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(117,461)
- Faculty Publications (376)
- March 1991 (Revised May 1991)
- Case
TBIRD: The Thai Business Initiative in Rural Development
During the period of 1987 to 1990, while Thailand had one of the fastest growing economies in the world (average growth rate of 12%), the income disparity between its rural and urban population (especially Bangkok City) was growing increasingly worse. Mechai... View Details
- February 1991
- Teaching Note
Norton Group PLC: To Be or Not to Be in the Motorcycle Business (A) and (B), Teaching Note
Teaching Note for (9-589-013) and (9-589-014). View Details
- February 1991
- Teaching Note
General Electric Plastics: Organizing the Marketing Function, Teaching Note
Teaching Note for (9-591-029). View Details
- February 1991 (Revised April 1992)
- Teaching Note
New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note
Teaching Note for (9-590-036), (9-590-037), (9-590-105), and (9-590-106). View Details
- February 1991 (Revised January 1994)
- Teaching Note
Ring Medical, Teaching Note
Teaching Note for (9-589-046). View Details
Keywords: Medical Devices and Supplies Industry
- February 1991 (Revised December 1992)
- Teaching Note
Smoke Wars: The Case for and Against the Cigarette Industry, Teaching Note
- January 1991 (Revised February 1991)
- Teaching Note
Hewlett-Packard (A) and (B): Organizing New Product Sales Channels, Teaching Note
- September 1990 (Revised March 1993)
- Case
General Electric Plastics: Organizing the Marketing Function
Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated... View Details
- September 1990 (Revised November 1991)
- Case
National Aeronautics and Space Administration (NASA)
By: V. Kasturi Rangan and Steven Russel
- Article
A Model for Managing System Conflict during Franchise Expansion
By: P. J. Kaufmann and V. K. Rangan
- May 1990
- Article
Price Discounting in Multi-echelon Distribution Systems
By: R. Jaikumar and V. K. Rangan
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
- April 1990 (Revised April 1992)
- Supplement
Ad Council's AIDS Campaign (B): Program Adoption
By: V. Kasturi Rangan and Janet Montgomery
The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
- March 1990 (Revised January 1997)
- Case
ROLM: The SIGMA Introduction
ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its... View Details
- March 1990 (Revised March 1992)
- Case
New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign
By: V. Kasturi Rangan and Sohel Karim
Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details
- March 1990 (Revised March 1992)
- Supplement
New York Against AIDS (B): Backlash to the Advertising Campaign
By: V. Kasturi Rangan and Sohel Karim
Provides a follow-up to the (A) case. View Details
- March 1990 (Revised April 1992)
- Supplement
Rohm and Haas (B): 1989 Update on Kathon MWX
Updates the decision issues faced by Rohm and Haas in launching Kathon MWX for small customers. View Details
Keywords: Decision Making
- January 1990
- Teaching Note
ROLM: The Sigma Introduction, Teaching Note
Teaching Note for (9-590-082). View Details
- October 1989 (Revised October 1992)
- Case
Smoke Wars: The Case for and Against the Cigarette Industry
Describes the arguments for and against the tobacco industry. With the per capita demand for cigarettes steadily declining by 2% to 3% every year, the tobacco companies have been using various approaches to stem the tide. Many such moves, however, have come under... View Details
- 1989
- Chapter
Model of Franchiser Market Penetration in an Area of Dominant Influence
By: V. K. Rangan and Patrick J Kaufmann