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      • September 1985 (Revised September 1987)
      • Case

      H.J. Heinz Co.: Plastic Bottle Ketchup (A)

      By: John A. Quelch
      The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it. View Details
      Keywords: Decisions; Food; Product Launch; Innovation and Invention; Food and Beverage Industry
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      Quelch, John A. "H.J. Heinz Co.: Plastic Bottle Ketchup (A)." Harvard Business School Case 586-035, September 1985. (Revised September 1987.)
      • April 1985 (Revised September 1986)
      • Case

      CML Group, Inc.: Going Public (B)

      By: William A. Sahlman
      Contains a description of some issues confronting management of CML Group as the company progresses toward making an initial public offering. Among the issues and topics addressed in the case are: considerations in choosing an underwriting team, the initial public... View Details
      Keywords: Business or Company Management; Initial Public Offering; Financial Markets; Financial Strategy; Planning; Cost vs Benefits; Strategy; Entrepreneurship; Consumer Products Industry; Retail Industry
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      Sahlman, William A. "CML Group, Inc.: Going Public (B)." Harvard Business School Case 285-092, April 1985. (Revised September 1986.)
      • 1985
      • Book

      Marketing Management: Readings from Theory to Practice

      By: B. P. Shapiro, R. J. Dolan and J. A. Quelch
      Keywords: Marketing; Management; Theory; Practice
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      Shapiro, B. P., R. J. Dolan, and J. A. Quelch. Marketing Management: Readings from Theory to Practice. Homewood, IL: Richard D. Irwin, 1985.
      • February 1985
      • Case

      Business Research Corp. (B)

      By: William A. Sahlman
      Contains a description of a set of related decisions confronting the management and directors of Business Research Corp. (BRC) in April of 1984. BRC needs more capital to finance continued development of the market for a full-text database comprised of Wall Street... View Details
      Keywords: Decisions; Finance; Capital Structure; Capital; Goals and Objectives; Conflict of Interests; Business Plan; Financing and Loans; Ethics
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      Sahlman, William A. "Business Research Corp. (B)." Harvard Business School Case 285-090, February 1985.
      • 1985
      • Book

      Marketing Management: Principles, Analysis and Applications

      By: B. P. Shapiro, R. J. Dolan and J. Quelch
      Keywords: Marketing; Management; Theory
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      Shapiro, B. P., R. J. Dolan, and J. Quelch. Marketing Management: Principles, Analysis and Applications. Homewood, IL: Richard D. Irwin, 1985.
      • January 1985 (Revised March 2003)
      • Case

      Conex do Brasil

      By: Christopher A. Bartlett and John Young
      Describes interactions between Brazilian local, Latin American regional, and USA headquarters staff during the three years after establishing a manufacturing subsidiary in Sao Paulo. In a highly protected national environment, a market entry plan is developed to meet... View Details
      Keywords: Cross-Cultural and Cross-Border Issues; Resignation and Termination; Goals and Objectives; Market Entry and Exit; Operations; Performance Expectations; Opportunities; Corporate Strategy; Latin America; United States; Brazil
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      Bartlett, Christopher A., and John Young. "Conex do Brasil." Harvard Business School Case 385-257, January 1985. (Revised March 2003.)
      • 1985
      • Book

      Marketing Management: Strategy, Planning and Implementation

      By: B. P. Shapiro, R. J. Dolan and J. A. Quelch
      Keywords: Marketing; Management; Strategy; Planning
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      Shapiro, B. P., R. J. Dolan, and J. A. Quelch. Marketing Management: Strategy, Planning and Implementation. Homewood, IL: Richard D. Irwin, 1985.
      • October 1984 (Revised July 1988)
      • Case

      Mark Twain Bancshares, Inc.

      By: Joseph L. Badaracco Jr.
      Describes the history, management, and organization of an extremely successful bank holding company. The company has had a very charismatic chairman, has made MBAs bank presidents at very early ages, and has a long record of innovation. Now deregulation and a coming... View Details
      Keywords: Management Style; Financial Services Industry
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      Badaracco, Joseph L., Jr. "Mark Twain Bancshares, Inc." Harvard Business School Case 385-178, October 1984. (Revised July 1988.)
      • September 1984 (Revised September 1993)
      • Case

      Nestle S.A.: International Marketing (A)

      By: John A. Quelch
      A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
      Keywords: Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Health Industry; Switzerland
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      Quelch, John A., and Edward J. Hoff. "Nestle S.A.: International Marketing (A)." Harvard Business School Case 585-013, September 1984. (Revised September 1993.)
      • September 1984
      • Case

      Henkel Corp.: International Sealants Brand SISTA (A)

      By: Robert J. Dolan
      Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details
      Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany
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      Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
      • September 1984
      • Case

      Henkel Corp.: International Sealants Brand SISTA (B)

      By: Robert J. Dolan
      Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details
      Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany
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      Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (B)." Harvard Business School Case 585-100, September 1984.
      • May 1984 (Revised August 1987)
      • Case

      Raymond Mushroom Corp.

      By: Benson P. Shapiro
      In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details
      Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry
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      Shapiro, Benson P. "Raymond Mushroom Corp." Harvard Business School Case 584-093, May 1984. (Revised August 1987.)
      • February 1984 (Revised February 1986)
      • Case

      E.I. du Pont de Nemours & Co.: Titanium Dioxide

      By: W. Carl Kester, Robert R. Glauber, David W. Mullins Jr. and Stacy S. Dick
      Disequilibrium in the $350 million TiO2 market has prompted Du Pont's Pigments Department to develop two strategies for competing in this market in the future. The growth strategy has a smaller internal rate of return than the alternative strategy due to large capital... View Details
      Keywords: Forecasting and Prediction; Cash Flow; Investment Return; Growth and Development Strategy; Strategic Planning; Projects; Chemical Industry
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      Kester, W. Carl, Robert R. Glauber, David W. Mullins Jr., and Stacy S. Dick. "E.I. du Pont de Nemours & Co.: Titanium Dioxide." Harvard Business School Case 284-066, February 1984. (Revised February 1986.)
      • Article

      A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use

      By: Rohit Deshpandé and Gerald Zaltman
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      Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38.
      • 1984
      • Article

      The Cultural Context of Marketing Management

      By: Rohit Deshpandé and A. Parasuraman
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      Deshpandé, Rohit, and A. Parasuraman. "The Cultural Context of Marketing Management." AMA Educators' Proceedings (1984): 176–179.
      • November 1983 (Revised October 1989)
      • Case

      Procter & Gamble Europe: Vizir Launch

      By: Christopher A. Bartlett
      Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first... View Details
      Keywords: Business Subsidiaries; Trade; Business or Company Management; Growth and Development Strategy; Product Launch; Emerging Markets; Organizational Design; Problems and Challenges; Expansion; Europe
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      Bartlett, Christopher A. "Procter & Gamble Europe: Vizir Launch." Harvard Business School Case 384-139, November 1983. (Revised October 1989.)
      • November 1983 (Revised May 1990)
      • Case

      Procter & Gamble Co. (A)

      By: John A. Quelch
      An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details
      Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States
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      Quelch, John A. "Procter & Gamble Co. (A)." Harvard Business School Case 584-047, November 1983. (Revised May 1990.)
      • August 1983 (Revised May 1985)
      • Case

      Jamestown Co.

      By: Benson P. Shapiro and Edward J. Hoff
      In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift... View Details
      Keywords: Decision Making; Leadership Style; Marketing Channels; Salesforce Management
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      Shapiro, Benson P., and Edward J. Hoff. "Jamestown Co." Harvard Business School Case 584-017, August 1983. (Revised May 1985.)
      • August 1983
      • Article

      Global Marketing no Senryaku-teki Yakuwari: Sekai-teki Kibo deno Coordination no Kanri ni tsuite (The Strategic Role of Global Marketing: Managing Coordination on a Worldwide Basis)

      By: Hirotaka Takeuchi and Michael E. Porter
      Keywords: Marketing; Management; Strategy
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      Takeuchi, Hirotaka, and Michael E. Porter. "Global Marketing no Senryaku-teki Yakuwari: Sekai-teki Kibo deno Coordination no Kanri ni tsuite (The Strategic Role of Global Marketing: Managing Coordination on a Worldwide Basis)." Hitotsubashi bijinesu rebyū [Hitotsubashi Business Review] (August 1983).
      • June 1983 (Revised April 1991)
      • Case

      Dominion Engineering Works

      By: Christopher A. Bartlett
      Dominion Engineering Works faces important strategic decisions about whether to continue its focused strategy of selling newsprint machines to the Canadian paper industry or whether recent changes in industry conditions and the emergence of three global competitors... View Details
      Keywords: Machinery and Machining; Globalized Markets and Industries; Management Analysis, Tools, and Techniques; Partners and Partnerships; Competitive Strategy; Customization and Personalization; Diversification
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      Bartlett, Christopher A. "Dominion Engineering Works." Harvard Business School Case 383-184, June 1983. (Revised April 1991.)
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