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      • 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
      Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States
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      Quelch, John A., and Carin-Isabel Knoop. "MasterCard and World Championship Soccer." Harvard Business School Case 595-040, February 1995. (Revised November 1996.)
      • February 1995 (Revised August 1995)
      • Case

      Microsoft in the People's Republic of China, 1993

      By: Tarun Khanna
      Explores some of the economic and political tradeoffs that need to be negotiated by a firm seeking to influence industry structure. The setting is the nascent personal computer software industry in the People's Republic of China (PRC) in 1993. Microsoft has to localize... View Details
      Keywords: Cost vs Benefits; Product Marketing; Market Entry and Exit; Market Transactions; Industry Structures; Partners and Partnerships; Vertical Integration; Software; Information Technology Industry; China
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      Khanna, Tarun. "Microsoft in the People's Republic of China, 1993." Harvard Business School Case 795-115, February 1995. (Revised August 1995.)
      • January 1995 (Revised September 1997)
      • Case

      TV Guide (B)

      By: Jeffrey F. Rayport
      TV Guide, the nation's most profitable and largest magazine, attempts entry into the world of electronic publishing. The crux of TV Guide's strategy is to transform the magazine's content into a centralized database that can be accessed by new businesses, like... View Details
      Keywords: Market Entry and Exit; Service Delivery; Information Technology; Marketing; Information Publishing; Service Industry; Publishing Industry
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      Rayport, Jeffrey F., and Steven M. Salzinger. "TV Guide (B)." Harvard Business School Case 395-032, January 1995. (Revised September 1997.)
      • November 1994
      • Case

      VideoGuide, Inc. (A)

      By: William A. Sahlman and Jason Green
      VideoGuide is emerging from a development stage start-up and requires a significant capital infusion to commercialize its product. Various financing options are considered including going public, venture capital, private placement, or a strategic partner. Given the... View Details
      Keywords: Capital Budgeting; Capital; Venture Capital; Financing and Loans; Corporate Entrepreneurship; Initial Public Offering; Markets; Partners and Partnerships; Growth and Development Strategy; Going Public
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      Sahlman, William A., and Jason Green. "VideoGuide, Inc. (A)." Harvard Business School Case 295-051, November 1994.
      • October 1994 (Revised January 1997)
      • Case

      Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)

      By: V. Kasturi Rangan and Marie Bell
      Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division now considers an extension into the pizza line. This case provides a... View Details
      Keywords: Business Divisions; Forecasting and Prediction; Marketing Strategy; Product Launch; Sales; Commercialization; Consumer Products Industry; Food and Beverage Industry
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      Rangan, V. Kasturi, and Marie Bell. "Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)." Harvard Business School Case 595-035, October 1994. (Revised January 1997.)
      • October 1994 (Revised July 1995)
      • Case

      RCI Master Distributor: Evolution of Supplier Relationships

      By: V. Kasturi Rangan
      Traces the evolution of RCI as a master distributor from the time it was founded in 1946 until 1994. The second-generation owner of the distribution company faces several challenges unique to the 1990s environment that his father did not face. As Danny Schwartz... View Details
      Keywords: Marketing Strategy; Distribution Channels; Problems and Challenges; Relationships; Situation or Environment; Corporate Strategy; Distribution Industry
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      Rangan, V. Kasturi. "RCI Master Distributor: Evolution of Supplier Relationships." Harvard Business School Case 595-001, October 1994. (Revised July 1995.)
      • September 1994 (Revised October 1994)
      • Case

      Guinness PLC

      By: Ray A. Goldberg and Grant Kelley
      Changing demographics, new types of competition, and new attitudes toward alcoholic beverages force the company to rethink priorities. View Details
      Keywords: Transformation; Demographics; Product Positioning; Competitive Strategy; Food and Beverage Industry
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      Goldberg, Ray A., and Grant Kelley. "Guinness PLC." Harvard Business School Case 595-021, September 1994. (Revised October 1994.)
      • September 1994 (Revised October 2002)
      • Case

      Citibank: Launching the Credit Card in Asia Pacific (A)

      By: V. Kasturi Rangan
      Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand... View Details
      Keywords: Product Launch; Service Operations; Value Creation; Customer Focus and Relationships; Trade; Business Strategy; Expansion; Laws and Statutes; Banking Industry; Asia; New York (city, NY)
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      Rangan, V. Kasturi. "Citibank: Launching the Credit Card in Asia Pacific (A)." Harvard Business School Case 595-026, September 1994. (Revised October 2002.)
      • September 1994 (Revised September 1994)
      • Case

      Acer Group, The: Vision for the Year 2000

      By: D. Quinn Mills and Richard C. Wei
      In the early 1990s, Acer, Inc. set two goals: to be a top-five PC company worldwide in 1995 and to be a global consortium of companies by the year 2000. The company identified potential obstacles concerning capital, image, number of experienced international managers,... View Details
      Keywords: Mission and Purpose; Goals and Objectives; Management Analysis, Tools, and Techniques; Organizational Structure; Global Strategy; Multinational Firms and Management; Experience and Expertise; Marketing Strategy; Production; Rank and Position; Business Strategy; Capital; Computer Industry; Japan
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      Mills, D. Quinn, and Richard C. Wei. "Acer Group, The: Vision for the Year 2000." Harvard Business School Case 495-001, September 1994. (Revised September 1994.)
      • August 1994 (Revised July 1995)
      • Case

      Astra Sports, Inc. (A)

      By: John A. Quelch
      Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. View Details
      Keywords: Brands and Branding; Strategy; Crime and Corruption; Manufacturing Industry; Apparel and Accessories Industry; Sports Industry; North Korea; Latin America; South Korea; Asia; Europe
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      Quelch, John A. "Astra Sports, Inc. (A)." Harvard Business School Case 595-007, August 1994. (Revised July 1995.)
      • August 1994 (Revised December 1996)
      • Case

      Astra Sports, Inc. (B)

      By: John A. Quelch
      Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra. View Details
      Keywords: Strategy; Crime and Corruption; Brands and Branding; Manufacturing Industry; Apparel and Accessories Industry; Sports Industry; Venezuela
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      Quelch, John A. "Astra Sports, Inc. (B)." Harvard Business School Case 595-008, August 1994. (Revised December 1996.)
      • July 1994 (Revised January 1997)
      • Case

      Steamboat Ski & Resort Corporation

      By: Jeffrey F. Rayport
      The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages." View Details
      Keywords: Marketing Strategy; Service Delivery; Entertainment and Recreation Industry; Colorado
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      Rayport, Jeffrey F., Mary E. Callahan, Don Bramley, Katie King, and Hilary Nicholas. "Steamboat Ski & Resort Corporation." Harvard Business School Case 395-019, July 1994. (Revised January 1997.)
      • July 1994
      • Case

      Microsoft: Multimedia Publications (A)

      By: Marco Iansiti and Ellen Stein
      Microsoft Corp. has built a highly successful business around computer software (both applications and system software) using a particular organizational structure. Now that the company has chosen to enter the consumer market with a CD-ROM product, how should Microsoft... View Details
      Keywords: Product Development; Organizational Structure; Applications and Software; Design; Expansion; Consumer Products Industry; Information Technology Industry; Washington (state, US)
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      Iansiti, Marco, and Ellen Stein. "Microsoft: Multimedia Publications (A)." Harvard Business School Case 695-005, July 1994.
      • July 1994 (Revised March 1995)
      • Case

      Microsoft: Multimedia Publications (B)

      By: Marco Iansiti and Ellen Stein
      Microsoft is about to release an apparently successful CD-ROM baseball product. The company is trying to determine what product(s) should be developed next, how it should organize itself, and what role it should play in the development of such products. View Details
      Keywords: Product Development; Applications and Software; Product Design; Organizational Structure; Product Launch; Business Strategy; Consumer Products Industry; Information Technology Industry; Washington (state, US)
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      Iansiti, Marco, and Ellen Stein. "Microsoft: Multimedia Publications (B)." Harvard Business School Case 695-006, July 1994. (Revised March 1995.)
      • July 1994
      • Background Note

      Retail Expansion Strategies

      By: David E. Bell
      Describes issues that should be considered by a retailer who is thinking of expanding the number of stores from one or two to many. View Details
      Keywords: Growth and Development Strategy; Marketing Strategy; Cognition and Thinking; Expansion; Retail Industry
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      Bell, David E. "Retail Expansion Strategies." Harvard Business School Background Note 595-005, July 1994.
      • June 1994 (Revised August 1994)
      • Case

      Cunard Line Ltd.: Managing Integrated Marketing Communications

      By: Stephen A. Greyser
      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
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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      Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
      • June 1994 (Revised September 1994)
      • Background Note

      Commercializing Technology: Imaginative Understanding of User Needs

      By: Dorothy A. Leonard
      The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details
      Keywords: Transformation; Communication Strategy; Customers; Design; Marketing; Consumer Behavior; Product Development; Research; Risk and Uncertainty; Commercialization; Technology Adoption
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      Leonard, Dorothy A. "Commercializing Technology: Imaginative Understanding of User Needs." Harvard Business School Background Note 694-102, June 1994. (Revised September 1994.)
      • June 1994 (Revised October 2001)
      • Case

      Mrs. Fields, Inc. (1988-1992)

      By: Lynda M. Applegate, Keri O. Pearlson and Randi Wade Purchia
      Continues the story of Mrs. Fields Cookies. Explores the new challenges the company faced managing its geographic growth and its expansion of products and markets through combination stores. Details the decision of Debbi and Randy Fields to delegate management... View Details
      Keywords: Organizational Change and Adaptation; Expansion; Growth Management; Organizational Structure; Globalization; Information Management; Food and Beverage Industry
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      Applegate, Lynda M., Keri O. Pearlson, and Randi Wade Purchia. "Mrs. Fields, Inc. (1988-1992)." Harvard Business School Case 194-065, June 1994. (Revised October 2001.)
      • June 1994 (Revised September 1994)
      • Background Note

      Beating the Commodity Magnet

      By: V. Kasturi Rangan and George T. Bowman
      All markets follow a cycle of growth and maturity, then commoditization and decline. This note argues that while commoditization of an industry may seem inevitable, the better managed firms find a way to make money in the commodity cycle. These firms know how and when... View Details
      Keywords: Goods and Commodities; Financial Markets; Competitive Strategy; Financial Services Industry
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      Rangan, V. Kasturi, and George T. Bowman. "Beating the Commodity Magnet." Harvard Business School Background Note 594-122, June 1994. (Revised September 1994.)
      • May 1994 (Revised September 1994)
      • Case

      STAR TV (A)

      By: Michael Y. Yoshino and J. Peter Williamson
      Concerns the decision whether or not to launch a satellite television service in Asia in the 1990-1991 period. STAR TV was a joint venture between Hutchison Whampoa and Li-Ka Shing and was established to launch such a service. Li-Ka Shing's son, Richard, was CEO.... View Details
      Keywords: Joint Ventures; Decisions; Product Launch; Service Delivery; Adaptation; Entertainment and Recreation Industry; Asia; Europe; United States
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      Yoshino, Michael Y., and J. Peter Williamson. "STAR TV (A)." Harvard Business School Case 394-212, May 1994. (Revised September 1994.)
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