Publications

August 2014 (Revised March 2015)
Case

Pivots and Incentives at LevelUp

By: Benjamin Edelman and Karen Webster

LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will consumers embrace the service? Will merchants? LevelUp considers adjustments to make the service attractive to both consumers and merchants, while trying to... View Details

Keywords: Mobile Payments; Smartphone; Credit Cards; Interchange Fee; Mobile Marketing; Product Positioning; Competitive Strategy; Mobile Technology; Technology Networks; Food and Beverage Industry; Food and Beverage Industry; United States

2015
Working Paper

Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud

By: Michael Luca and Georgios Zervas

Consumer reviews are now part of everyday decision-making. Yet, the credibility of these reviews is fundamentally undermined when businesses commit review fraud, creating fake reviews for themselves or their competitors. We investigate the economic incentives to commit... View Details

Keywords: Information; Competition; Internet and the Web; Ethics; Reputation; Social and Collaborative Networks; Food and Beverage Industry; Food and Beverage Industry

SSRN

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February 2007 (Revised February 2009)
Case

A Differentiation Strategy at ASDA

By: David E. Bell and Nitin Sanghavi

The Wal-Mart CEO has challenged his company to do more to help mankind. The British subsidiary, ASDA, is reviewing its activities in the environment/social arena. View Details

Keywords: Business Subsidiaries; Trends; Values and Beliefs; Leadership Style; Growth and Development Strategy; Corporate Social Responsibility and Impact; Food and Beverage Industry; Food and Beverage Industry

March 2005
Teaching Note

7-Eleven, Inc. (TN)

By: David E. Bell

Teaching Note to (9-504-057). View Details

Keywords: Food and Beverage Industry; Food and Beverage Industry; Japan; United States

December 2004 (Revised April 2006)
Case

Nestle and Alcon--The Value of a Listing

By: Mihir A. Desai, Vincent Dessain and Anders Sjoman

In response to a perceived undervaluation by the capital markets, Nestle is considering divesting a part of its ophthalmology subsidiary, Alcon, and must decide on a listing location. In the process, students are challenged to wrestle with the valuation of a... View Details

Keywords: Business Conglomerates; International Finance; Corporate Entrepreneurship; Markets; Taxation; Business Subsidiaries; Valuation; Food and Beverage Industry; Food and Beverage Industry; Europe; United States

December 1999 (Revised October 2001)
Case

Introducing New Coke

On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of... View Details

Keywords: Failure; Product Development; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry

August 1990
Case

Giovanni Buton: International Marketing Strategy

Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details

Keywords: Marketing Strategy; Globalized Markets and Industries; Food and Beverage Industry; Food and Beverage Industry; Italy; European Union

February 1980 (Revised April 1981)
Case

Poland Spring Bottling Corp.

By: Benson P. Shapiro

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited... View Details

Keywords: Product Marketing; Product Positioning; Competition; Globalized Markets and Industries; Food and Beverage Industry; Food and Beverage Industry; United States

October 1997 (Revised May 1998)
Supplement

Asda (B)

By: Michael Beer and James Weber

Describes Archie Norman's efforts over a five-year period to turn around the company by regaining financial control, delivering management, creating experimental projects where individuals felt free to innovate, instituting a back-to-roots strategy that put customers... View Details

Keywords: Change Management; Customer Relationship Management; Governance Controls; Innovation and Invention; Management; Service Delivery; Organizational Culture; Strategy; Food and Beverage Industry; Food and Beverage Industry