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June 2018
Case

Meridian Systems

By: Frank V. Cespedes and Michael J. Roberts

The Meridian Systems case focuses on a start-up in the restaurant point of sale (POS) systems market. In early 2018, Meridian is getting ready to roll out a POS system based on a new technology—a tablet-based, Wi-Fi-enabled POS system (the "tablet" system, or... View Details

Keywords: Business Startups; Sales; Strategy; Salesforce Management; Organizational Structure; Technological Innovation; Marketing Strategy

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

July 1993 (Revised November 1993)
Case

European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering

By: Jeffrey F. Rayport

The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing... View Details

Keywords: Bonds; Marketing Strategy; Capital Markets; Banks and Banking; Banking Industry; Europe

29 Apr 2008
First Look

First Look: April 29, 2008

strategy, and sales management by exploring the link between a shift in the firm's overall strategy (customer intimacy), the structural implementation of this strategy in the form of the creation of a new distribution company and,... View Details

Keywords: Martha Lagace

29 Sep 2021
Research & Ideas

For Entrepreneurs, Blown Deadlines Can Crush Big Ideas

One might expect first-time entrepreneurs to pick up speed as they churn out more products, but new research finds that nascent firms typically launch second products six weeks later than originally planned. What’s more, with each... View Details

Keywords: by Rachel Layne

August 2018
Article

Growth Through Heterogeneous Innovations

By: Ufuk Akcigit and William R. Kerr

We build a tractable growth model where multi-product incumbents invest in internal innovations to improve their existing products, while new entrants and incumbents invest in external innovations to acquire new product lines. External and internal innovations generate... View Details

Keywords: Endogenous Growth; Innovation; Citations; Scientists; Entrepreneurs; External; Internal; Patents; Innovation Strategy; Entrepreneurship; Economic Growth; Research and Development; Science

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October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

March 2016
Teaching Note

Catalina in the Digital Age

By: Uma R. Karmarkar and Robert J. Dolan

"Catalina in the Digital Age" considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details

Keywords: Coupons; Information Technology; Customer Relationship Management; Consumer Behavior; Product Marketing; Retail Industry

October 2006
Article

Location Choices across the Value Chain: How Activity and Capability Influence Collocation

By: Juan Alcacer

There has been a recent revival of interest in the geographic component of firm strategy. Recent research suggests that two opposing forces—competition costs and agglomeration benefits—determine whether firms collocate in a given geographic market. Unexplored is (1)... View Details

Keywords: Business Strategy; Competitive Strategy; Sales; Research and Development; Cost Accounting; Cost Management; Markets; Production; Organizational Change and Adaptation; Distribution; Cost vs Benefits; SWOT Analysis; Telecommunications Industry

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September 2004 (Revised February 2010)
Case

The Passion of the Christ (A)

By: John A. Quelch, Anita Elberse and Anna Harrington

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details

Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry

October 1978 (Revised July 1991)
Case

U.S. Pioneer Electronics Corp.

By: Hirotaka Takeuchi

Focuses on the problem of the means by which a manufacturer controls its channel of distribution. U.S. Pioneer's retail outlets have turned "dissident" and management has to decide what tactics to employ to stop further erosion (short-run) and what long-run... View Details

Keywords: Decisions; Growth and Development Strategy; Distribution Channels; Production; Problems and Challenges; Software; Electronics Industry; United States

June 2007 (Revised April 2010)
Case

Comcast Corporation

By: Anita Elberse and Jason Schreiber

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry

September–October 2018
Article

Online MAP Enforcement: Evidence from a Quasi-Experiment

By: Ayelet Israeli

This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry

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23 May 2016
News

The Biggest Challenges of Data-Driven Manufacturing

January 2024 (Revised May 2024)
Case

Pioneer Natural Resources: Enhancing the Capital Return Strategy with Variable Dividends

By: Benjamin C. Esty, Elisabeth Kempf and E. Scott Mayfield

In February 2021, Scott Sheffield, the CEO of Pioneer Natural Resources (an independent oil and gas company based in Texas), was considering the possibility of enhancing the firm’s capital return strategy by introducing a variable dividend tied to cash flows in... View Details

Keywords: Corporate Finance; Cash Flow; Financial Management; Financial Strategy; Value Creation; Decision Choices and Conditions; Investment Return; Profit; Policy; Business and Shareholder Relations; Energy Industry; United States; North America; Texas

27 Jul 2023
Blog Post

Buy big, sell small

ApnaKlub—which leases warehouse space and trucks—sources the requested products from brand-name manufacturers and distributes them to the wholesalers, who deliver within a reliable time frame. “We leverage... View Details

May 2011 (Revised July 2011)
Case

Fiat-Chrysler Alliance: Launching the Cinquecento in North America

By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore

Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance... View Details

Keywords: Product Launch; Product Positioning; Mergers and Acquisitions; Partners and Partnerships; Globalization; Operations; Growth and Development Strategy; Integration; Auto Industry; North America; Europe

August 1993 (Revised November 1994)
Case

Deaver Brown and Cross River, Inc.

Cross River makes and sells an innovative, folding baby stroller to the U.S. market. The company has broken even in its first year, selling mainly to small retailers. CEO Deaver Brown urgently wants to expand distribution to national chains and has secured appointments... View Details

Keywords: Expansion; Entrepreneurship; Product Marketing; Consumer Products Industry; United States

February 2017
Teaching Note

Paez

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details

Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe

July 2004 (Revised July 2004)
Case

Man Group plc

By: Andre F. Perold and Herve Duteil

In 2004, Man Group was the world's largest packager and distributor of investment vehicles tied to hedge funds. The firm had an equity market capitalization of $10 billion and funds under management of $38 billion. Man's offerings spanned a wide range of risk/reward... View Details

Keywords: Capital Markets; Investment; Investment Return; Investment Funds; Global Strategy; Distribution; Product Development; Financial Services Industry

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