Publications

June 1989 (Revised November 1991)
Supplement

Ingersoll-Rand (B): Managing Multiple Channels--1986

Peter Baldwin takes over Clabough's job and is charged with the responsibility to improve sales force morale, control expenses, and improve market share. View Details

Keywords: Salesforce Management; Supply and Industry; Management Teams; Industrial Products Industry

June 1989 (Revised November 1991)
Supplement

Ingersoll-Rand (C): Managing Multiple Channels--1987

Describes the actions taken by Peter Baldwin to address the issues. View Details

Keywords: Industrial Products Industry

1989
Manual

Going to Market: Case Studies in Industrial Distribution, Instructor's Manual

By: E. Raymond Corey, Frank V. Cespedes and V. K. Rangan

Keywords: Distribution

1989
Book

Going to Market: Case Studies in Industrial Distribution

By: E. Raymond Corey, Frank V. Cespedes and V. K. Rangan

Keywords: Distribution; Industrial Products Industry

1989
Book

Going to Market: Distribution Systems for Industrial Products

By: E. Raymond Corey, Frank V. Cespedes and V. Kasturi Rangan

Keywords: Distribution; Industrial Products Industry

December 1988 (Revised October 1989)
Teaching Note

Atlas Copco (A): Gaining and Building Distribution Channels, (B) and (C): The Conflict Episode, Teaching Note

Teaching Note for (9-588-004), (9-588-020), and (9-588-021). View Details

Keywords: Marketing Channels; Conflict Management; Distribution Industry

September 1988 (Revised June 1993)
Case

Ring Medical

Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized.... View Details

Keywords: Conferences; Marketing Strategy; Product Launch; Distribution Channels; Performance

August 1988 (Revised January 1992)
Supplement

Norton Group PLC: To Be or Not to Be in the Motorcycle Business (B)

By: V. Kasturi Rangan and Jon Skofic

Outlines the decisions taken by the company's management team in response to the challenges posed in Norton Group PLC (A). For each such decision, further data is provided for students to ponder the effectiveness of the action steps undertaken. View Details

Keywords: Motorcycle Industry

August 1988 (Revised January 1992)
Case

Hewlett-Packard (A): Organizing New Product Sales Channels--1986

By: V. Kasturi Rangan and Joseph G. Finegold

Keywords: Sales; Product Launch; Marketing Channels; Computer Industry

August 1988 (Revised January 1992)
Case

Hewlett-Packard (B): Organizing New Product Sales Channels--1987

Keywords: Sales; Product Launch; Marketing Channels; Computer Industry

August 1988 (Revised February 1992)
Case

Norton Group PLC: To Be or Not to Be in the Motorcycle Business (A)

By: V. Kasturi Rangan and Jon Skofic

Norton, a once famous motorcycle manufacturer, soundly beaten by Japanese competition, turns its attention to developing rotary engines. The company is acquired by Norton Group PLC, which is headed by a dashing entrepreneur. The new management must decide what... View Details

Keywords: Acquisition; Decision Choices and Conditions; Corporate Entrepreneurship; Human Resources; Crisis Management; Resource Allocation; Production; Competition; Auto Industry; Motorcycle Industry; Japan; United Kingdom

July 1988 (Revised January 1995)
Teaching Note

Ingersoll-Rand (A), (B), and (C), Teaching Note

Teaching Note for (9-589-121, 122, and 123). View Details

Keywords: Industrial Products Industry

July–August 1988
Article

Gray Market: Causes and Cures

By: Frank V. Cespedes, E. Raymond Corey and V. K. Rangan

Keywords: Markets

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

October 1987 (Revised March 1992)
Supplement

Boston Fights Drugs (B): Converting Research to Action

By: V. Kasturi Rangan and Jennifer Lawrence

Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. View Details

Keywords: Advertising; Welfare; Strategy; Advertising Industry; Boston