Publications

Jul 2018
Interview

James Siegal, KaBOOM!: How Do You Measure Tough Things Like Influence?

November 2014
Teaching Note

Bridges Ventures

May 2006
Teaching Note

Cisco Systems: Managing the Go-to-Market Evolution (TN)

Keywords: Markets; Information Technology Industry

June 1999
Teaching Note

FreeMarkets Online TN

Teaching Note for (9-598-109). View Details

Keywords: Electronics Industry

August 1986 (Revised February 1991)
Supplement

Population Services International: The Social Marketing Project in Bangladesh, Video

Population Services International, a not-for-profit agency founded to promote family planning information and to market birth control products, had an agreement with the government of Bangladesh to conduct a social marketing program using modern marketing techniques to... View Details

Keywords: Social Marketing; Health; Advertising; Marketing; Nonprofit Organizations; Government and Politics; Agreements and Arrangements; Health Industry; Bangladesh

Article

Strategies for the Bottom of the Economic Pyramid: India as a Source of Innovation

Keywords: Strategy; Economics; Innovation and Invention; India

January 1995
Teaching Note

Millipore New Product Commercialization TN

Teaching Note for (9-594-010). View Details

June 1994
Background Note

Scope and Challenge of Business-to-Business Marketing

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details

Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology

Educators

July 1993
Supplement

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

Keywords: Advertising; Corporate Strategy; Advertising Industry

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

Keywords: Economic Growth; Management Skills; Programs; Wealth and Poverty; Thailand

September 1986 (Revised November 1994)
Case

Lotus Development Corp. Channel Choice: Direct vs. Distribution

Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to... View Details

Keywords: Cost vs Benefits; Marketing Channels; Distribution Channels; Sales; Software; Information Technology Industry; United States

Educators

21 Jan 2022
News

Professor Kash Rangan: Enlightening

Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details

Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy

Register to Read

spring 1999
Article

Case Study: FreeMarkets OnLine

Keywords: Markets; Online Technology

March 2005 (Revised August 2019)
Case

Cisco Systems: Managing the Go-to-Market Evolution

With the collapse of the dot-com market and related shrinkage in the high-tech industry, Cisco took a dip in its sales and profits in 2001. Coming back from the recession, Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new... View Details

Keywords: Change Management; Design; Business Cycles; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Market Entry and Exit; Business Strategy

Educators