Publications

September 1990 (Revised November 1991)
Case

National Aeronautics and Space Administration (NASA)

By: V. Kasturi Rangan and Steven Russel

Keywords: Aerospace Industry; United States

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April 1990 (Revised January 1993)
Case

Ad Council's AIDS Campaign (A): Advertising Strategy

By: V. Kasturi Rangan and Janet Montgomery

Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details

Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry

April 1990 (Revised April 1992)
Supplement

Ad Council's AIDS Campaign (B): Program Adoption

By: V. Kasturi Rangan and Janet Montgomery

The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details

Keywords: Health Disorders; Advertising Campaigns; Advertising Industry

March 1990 (Revised January 1997)
Case

ROLM: The SIGMA Introduction

ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its... View Details

Keywords: Leadership; Marketing Strategy; Product Launch; Product Development; Strategic Planning

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March 1990 (Revised March 1992)
Case

New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details

Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)

March 1990 (Revised March 1992)
Supplement

New York Against AIDS (B): Backlash to the Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Provides a follow-up to the (A) case. View Details

Keywords: Health Disorders; Advertising Campaigns; New York (city, NY)

March 1990 (Revised April 1992)
Supplement

Rohm and Haas (B): 1989 Update on Kathon MWX

Updates the decision issues faced by Rohm and Haas in launching Kathon MWX for small customers. View Details

Keywords: Decision Making

January 1990
Teaching Note

ROLM: The Sigma Introduction, Teaching Note

Teaching Note for (9-590-082). View Details

October 1989 (Revised October 1992)
Case

Smoke Wars: The Case for and Against the Cigarette Industry

Describes the arguments for and against the tobacco industry. With the per capita demand for cigarettes steadily declining by 2% to 3% every year, the tobacco companies have been using various approaches to stem the tide. Many such moves, however, have come under... View Details

Keywords: Debates; Marketing Strategy; Demand and Consumers; Performance; Social Issues; Consumer Products Industry

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June 1989 (Revised January 1992)
Case

Ingersoll-Rand (A): Managing Multiple Channels--1985

By: V. Kasturi Rangan and E. Raymond Corey

James Clabough, marketing vice president at Ingersoll-Rand, has to decide on the distribution policy for a new product. The decision has marketing as well as organizational ramifications. View Details

Keywords: Decisions; Leadership Style; Marketing Channels; Product Launch; Distribution

June 1989 (Revised November 1991)
Supplement

Ingersoll-Rand (B): Managing Multiple Channels--1986

Peter Baldwin takes over Clabough's job and is charged with the responsibility to improve sales force morale, control expenses, and improve market share. View Details

Keywords: Salesforce Management; Supply and Industry; Management Teams; Industrial Products Industry