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February 1981 (Revised May 1988)
Case

Marriott's Rancho Las Palmas Resort

Management of a resort hotel near Palm Springs is reviewing the hotel's performance nine months after opening and planning a marketing strategy for 1980. Of particular concern is the strategy to adopt during the shoulder and off-seasons when demand for the product is... View Details

Keywords: Marketing Strategy; Accommodations Industry

June 2014
Article

Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery

Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details

Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry

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August 2015 (Revised September 2015)
Case

Shareholder Activists and Corporate Strategy

By: David Collis and Ashley Hartman

By 2015, there had been an upsurge in activist shareholders arguing for radical changes in companies' corporate strategies. Personalities like Carl Icahn, Bill Ackman, and Daniel Loeb were feared and loathed in some quarters, celebrated in others. With nearly $120... View Details

Keywords: Scope; Activist Investors; Spin-offs; Synergy; Diversification; Consolidation; Hedge Fund; Corporate Strategy

August 2001 (Revised October 2005)
Case

Sony AIBO: The World's First Entertainment Robot

By: Youngme E. Moon

The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is... View Details

Keywords: Experience and Expertise; Entertainment; Innovation Strategy; Leadership; Marketing Strategy; Technology; Technology Industry; Japan; United States

February 1999
Case

PDVSA & Citgo (A): Seeking Stability in an Uncertain World

By: Ashish Nanda

In order to secure demand for its heavy oil, PDVSA buys 50% of the U.S. refining and retail company Citgo. In 1990, it buys the remaining 50% ownership of Citgo. The case describes the challenges faced by PDVSA and Citgo managements as they try to make their... View Details

Keywords: Business or Company Management; Business Subsidiaries; Mergers and Acquisitions; Energy Sources; Mining Industry; Energy Industry

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July 1993
Case

Richardson Hindustan Limited (Abridged)

By: Hugo Uyterhoeven

Deals with the problems of a country manager building and balancing a constituency relationship. Explicitly examines the demands and responsiveness of four major constituencies: corporate headquarters; the national organization; the Indian government; and the public... View Details

Keywords: Business or Company Management; Business and Government Relations; Adoption; Multinational Firms and Management; Business Strategy; Growth and Development Strategy; Business and Shareholder Relations; India

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February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

June 1990 (Revised January 1994)
Case

Desktop Printer Industry in 1990

The desktop printer industry in 1990 is characterized by significant uncertainty about new technologies and about the types of features customers may demand in the next decade. The case looks at the positions of Hewlett-Packard, Canon, Kodak, Xerox, and IBM enabling... View Details

Keywords: Risk Management; Change Management; Competition; Hardware; Computer Industry

August 2018
Case

Four Products: Predicting Diffusion (2018)

By: John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details

Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch

April 2011
Teaching Note

Porcini's Pronto: "Great Italian cuisine without the wait!" (Brief Case)

By: James L. Heskett and Richard Luecke

Teaching Note to 4277. View Details

Keywords: Franchising; Syndication; Quantitative Analysis; Performance Measurement; Human Resource Management; Incentives; Motivation; Management; Motivation and Incentives; Consumer Behavior; Mathematical Methods; Franchise Ownership; Human Resources; Performance Evaluation

July 2021
Article

The Effect of Price on Firm Reputation

By: Michael Luca and Oren Reshef

While a business's reputation can affect its pricing, prices can also affect its reputation. To explore the effect of prices on reputation, we investigate daily data on menu prices and online ratings from a large rating and ordering platform. We find that a price... View Details

Keywords: Pricing; Reputation Systems; IT Policy And Management; Economics Of Digital Platforms; Business Ventures; Reputation; Price; Consumer Behavior; Analysis

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April 1998
Case

Becton Dickinson: Worldwide Blood Collection Team (Abridged)

By: Clayton M. Christensen

Becton Dickinson's Vacutainer business was largely based in the United States, but in 1980 management determined to grow the business aggressively first in Europe and then Japan. These areas demanded new products that were tailored to local markets. Despite the change... View Details

Keywords: Resource Allocation; Growth and Development Strategy; Change Management; Product Development; Global Strategy; Expansion; Innovation and Invention; Multinational Firms and Management; Medical Devices and Supplies Industry; United States; Europe; Japan

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

second step, the manager reflects on the demand analysis that was performed and asks which of the potential actions that might be taken would be best for the firm. This too can be accomplished in three basic... View Details

Keywords: by Sean Silverthorne

Research Summary

Overview

Dr. Crawford conducts research on innovation in the energy industry, with a special focus on emerging business models. She is developing several cases for the EC course, "21st Century Energy," that specifically examine innovations at the interface of IT and Energy — ... View Details

September 2018
Case

ProdEng: Services for Oil & Gas Extraction

By: Frank V. Cespedes, Maria Fernanda Miguel and Mariana Cal

ProdEng is a venture created as part of a PE fund and provides oil field services in Argentina. In 2016, an industry-wide unforeseen oil and gas demand slump drove ProdEng’s average service rates down by more than 37%, with EBITDA margins falling from 50% to 24% in the... View Details

Keywords: Pricing; Entrepreneurship; Sales; Marketing; Price; Strategy; Latin America; Argentina

April 2010
Supplement

George Martin at The Boston Consulting Group (B)

By: Leslie A. Perlow and Kerry Herman

George Martin, managing partner at The Boston Consulting Group, is worried as some of his best performers have recently pulled him aside to discuss the challenges they face managing the demands of their work lives with their desire for more predictable time with their... View Details

Keywords: Employees; Work-Life Balance; Problems and Challenges; Consulting Industry

January 2019 (Revised October 2019)
Case

Commercial Sales Transformation at Microsoft

By: Doug J. Chung

Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing ‘Windows first’... View Details

Keywords: Sales; Strategy; Transformation

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

December 2005 (Revised August 2006)
Case

Amgen Inc.'s Epogen--Commercializing the First Biotech Blockbuster Drug

By: Felix Oberholzer-Gee and Dennis A. Yao

Amgen Inc.'s Epogen was the first biotech blockbuster drug. Epogen helped prevent anemia, a condition that leads to severe fatigue, increased risk of cardiovascular disease, and even death. At the time, the market for Epogen, which included dialysis patients and... View Details

Keywords: Health Care and Treatment; Strategic Planning; Competition; Patents; Innovation and Invention; Pharmaceutical Industry; Biotechnology Industry; United States

02 May 2022
What Do You Think?

Can the Case Method Survive Another Hundred Years?

that management challenges and opportunities posed by such things as the need for sustainability, the development of the metaverse, questions about the future of work and the workplace, grey swans such as pandemics, and on and on, are... View Details

Keywords: by James Heskett; Education

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