Publications
Publications
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- All HBS Web
(1,392)
- Faculty Publications (300)
- May 1999 (Revised December 2007)
- Case
The Dana-Farber Cancer Institute: Development Strategy
By: V. Kasturi Rangan and Marie Bell
Despite revenues in excess of $93 million in 1998, world-renowned Dana-Farber Cancer Institute constantly faces an operating shortfall and looks to its highly successful development office to help cover the deficit. The development office raises money annually (with a... View Details
- February 1998
- Case
Creating the International Trade Organization
By: David A. Moss, George R. Appling and Andrew D Archer
In the late 1940s, officials at the U.S. State Department began campaigning for the creation of an International Trade Organization (ITO). This new organization would oversee global negotiations on trade liberalization, foreign direct investment, cartels, and commodity... View Details
- March 1997 (Revised November 1997)
- Case
Incidents in Foreign Direct Investment
By: Louis T. Wells Jr. and Courtenay Sprague
Presents seven examples (i.e., incidents) of conflict concerning foreign direct investment. The incidents lay the framework for discussion of issues such as the jurisdiction of the WTO and the U.S. position, the Helms-Burton Act of 1996 and its political implications,... View Details
- February 1997 (Revised January 2002)
- Case
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
- January 1997 (Revised February 1997)
- Case
Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign
By: David J. Arnold and Robert J. Dolan
- June 1996
- Case
Siemens Corporation (B): Corporate Advertising for 1996
By: Stephen A. Greyser and Norman Klein
Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details
- February 1996
- Teaching Note
Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN
- October 1995 (Revised January 1998)
- Case
Heineken N.V.: Global Branding and Advertising
By: John A. Quelch
Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details
- April 1995
- Case
USAir "Letters to Travelers" Campaign
By: Stephen A. Greyser and Norman Klein
- February 1995 (Revised November 1996)
- Case
MasterCard and World Championship Soccer
By: John A. Quelch and Carin-Isabel Knoop
The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
- December 1994
- Case
Intel's Pentium: When the Chips Are Down (A)
By: Stephen A. Greyser and Norman Klein
Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details
- September 1994
- Case
Benetton: The "United Colors" Communications Campaigns
By: James L. Heskett, Stephen A. Greyser and Norman Klein
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
- April 1994 (Revised March 1997)
- Case
Planet Reebok (A)
By: John A. Quelch
Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details
- April 1994
- Supplement
Planet Reebok (B)
By: John A. Quelch
Supplements Planet Reebok (A). View Details
- September 1993 (Revised November 1993)
- Supplement
Partnership for a Drug-Free America (B)
By: V. Kasturi Rangan, Diana Chapman Walsh, Barbara Moeykens and Rima E. Rudd
- June 1993 (Revised July 1999)
- Supplement
The Advertising Council: Earth Share Campaign
Keywords: Advertising Campaigns
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details