Publications

March 1998 (Revised March 1999)
Case

Dell Online

By: V. Kasturi Rangan and Marie Bell

Dell started online commerce for its PCs in 1996, and by 1997 had achieved a sales rate of $3 million a day. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael... View Details

Keywords: Consumer Behavior; Market Transactions; Goals and Objectives; Business Processes; Distribution Channels; Internet and the Web; Information Infrastructure; Competitive Advantage; Computer Industry; Retail Industry

February 1998 (Revised February 1999)
Case

FreeMarkets OnLine

By: V. Kasturi Rangan

Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how... View Details

Keywords: Cost Management; Growth and Development Strategy; Marketing Strategy; Bids and Bidding; Market Entry and Exit; Digital Platforms; Production; Electronics Industry

February 1998 (Revised May 1998)
Case

Merck-Medco: Vertical Integration in the Pharmaceutical Industry

By: V. Kasturi Rangan and Marie Bell

Records the analyses and actions taken by Merck Pharmaceuticals in its acquisition of Medco, a channel intermediary (called "pharmacy benefit manager"). While many of its competitors seem to be faring poorly, Merck seems to have managed the Medco integration superbly. View Details

Keywords: Vertical Integration; Organizational Change and Adaptation; Competitive Strategy; Marketing Channels; Mergers and Acquisitions; Pharmaceutical Industry

February 1998
Case

Planned Parenthood Federation of America (C)

By: V. Kasturi Rangan and Elaine V. Backman

Describes the series of events and processes that led to the formulation of a reinvention plan. View Details

Keywords: Change Management; Nonprofit Organizations

February 1998
Background Note

The Size of the Global Poverty Sector

By: V. Kasturi Rangan and Patricia Walker

Keywords: Wealth and Poverty

January 1998 (Revised September 2000)
Case

Neiman Marcus (A)

By: V. Kasturi Rangan and Marie Bell

The management of Neiman Marcus, a highly successful luxury goods retailer, is considering ways to grow the business and continue to return in excess of 15% on capital. Among the options on the table is a jewelry store concept called The Galleries. View Details

Keywords: Business Growth and Maturation; Investment; Investment Return; Operations; Luxury; Retail Industry

October 1997 (Revised July 1999)
Case

Best Buy

By: V. Kasturi Rangan and Balaji Chakravarthy

Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to... View Details

Keywords: History; Business Model; Competitive Strategy; Adaptation; Customer Focus and Relationships; Customization and Personalization; Retail Industry

October 1997 (Revised April 1998)
Case

C-Car

By: V. Kasturi Rangan and Marie Bell

C-Car was the first automobile retailer in the United States to go public. Subsequently the owner, Mr. Gilliland, must decide how to invest the capital raised from the public ownership. This case describes in detail C-Car's highly profitable strategy of managing its... View Details

Keywords: Business Model; Cost vs Benefits; Management Practices and Processes; Profit; Acquisition; Business Strategy; Public Ownership; Auto Industry; Retail Industry

October 1997 (Revised April 2002)
Case

Planned Parenthood Federation of America (A)

By: V. Kasturi Rangan and Elaine V. Backman

Outlines the dynamic shifts in the external environment surrounding Planned Parenthood's operations in 1994. Health care reform was threatening some of its core customer base. The organization had to come up with a strategy and a process for adapting to the new... View Details

Keywords: Nonprofit Organizations; Health Care and Treatment; Health Industry; United States

October 1997
Case

Planned Parenthood Federation of America (B)

By: V. Kasturi Rangan and Elaine V. Backman

Outlines the process of strategy reinvention adopted by Planned Parenthood. It lays out the new strategic proposals, and the reactions of the various constituencies to those proposals. View Details

Keywords: Change Management; Framework; Core Relationships; Risk and Uncertainty; Adaptation; Health Industry

September 1997 (Revised March 1998)
Background Note

Automobile Retailing in the U.S.

By: V. Kasturi Rangan and Marie Bell

In the mid-1990s, the U.S. automobile retailing industry is on the brink of profound change. This case traces the drivers of change, the history of the industry, and potential distribution systems of the future. View Details

Keywords: History; Distribution; Change; Auto Industry; Retail Industry; United States

March 1997 (Revised July 1998)
Case

SOS-Kinderdorf International: Caring for Orphaned Children

By: V. Kasturi Rangan

SOS-Kinderdorf, founded in 1949, has grown rapidly into one of the largest orphanages in the world with children's villages, kindergartens, schools, youth facilities, and other complementary programs in 130 countries. This case describes the evolution of the... View Details

Keywords: Management; Management Analysis, Tools, and Techniques; Mission and Purpose; Problems and Challenges; Nonprofit Organizations; Strategy; India; Norway; United States