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      Marketing ChannelsRemove Marketing Channels →

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      • April 1993 (Revised June 1994)
      • Supplement

      MathSoft, Inc. (B)

      By: V. Kasturi Rangan
      Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. View Details
      Keywords: Communication Technology; Forecasting and Prediction; Curriculum and Courses; Learning; Knowledge Sharing; Growth and Development Strategy; Marketing Channels; Education Industry
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      Rangan, V. Kasturi. "MathSoft, Inc. (B)." Harvard Business School Supplement 593-095, April 1993. (Revised June 1994.)
      • October 1991 (Revised August 2000)
      • Case

      Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)

      By: V. Kasturi Rangan and Frank V. Cespedes
      Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's... View Details
      Keywords: Business Divisions; Customer Satisfaction; Demand and Consumers; Market Participation; Distribution Channels; Success; Corporate Strategy; Value Creation; Health Industry
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      Rangan, V. Kasturi, and Frank V. Cespedes. "Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)." Harvard Business School Case 592-037, October 1991. (Revised August 2000.)
      • August 1991 (Revised September 1994)
      • Background Note

      What Is Industrial Marketing?

      By: V. Kasturi Rangan
      Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details
      Keywords: Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Manufacturing Industry
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      Rangan, V. Kasturi. "What Is Industrial Marketing?" Harvard Business School Background Note 592-012, August 1991. (Revised September 1994.)
      • 1991
      • Other Unpublished Work

      Improving the Performance of the Men's Dress Shirt Industry: A Channel Perspective

      By: J. H. Hammond, J Dunlop, F A Abernathy and D. Weil
      Keywords: Performance Improvement; Marketing Channels; Fashion Industry
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      Hammond, J. H., J Dunlop, F A Abernathy, and D. Weil. "Improving the Performance of the Men's Dress Shirt Industry: A Channel Perspective." Harvard Center for Textile and Apparel Research, August 1991.
      • April 1990
      • Supplement

      Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses

      By: Stephen A. Greyser and Norman Klein
      Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these... View Details
      Keywords: Marketing Channels; Behavior; Public Opinion; Segmentation
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      Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses. Harvard Business School Supplement 590-109, April 1990.
      • April 1990
      • Case

      Nestle Alimentana S.A. -- Infant Formula (Abridged)

      By: James E. Austin
      The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because... View Details
      Keywords: Product Marketing; Emerging Markets; Developing Countries and Economies; Distribution Channels; Marketing Strategy; Cross-Cultural and Cross-Border Issues; Food; Business Subsidiaries; Food and Beverage Industry; United States; Switzerland
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      Austin, James E. "Nestle Alimentana S.A. -- Infant Formula (Abridged)." Harvard Business School Case 590-070, April 1990.
      • February 1990 (Revised August 2001)
      • Case

      Merloni Elettrodomestici SpA: The Transit Point Experiment

      By: Janice H. Hammond and Maura G Kelly
      Merloni Elettrodomestici is a leading Italian manufacturer of domestic appliances. In 1986, an exposition for Merloni customers is scheduled at its Milano regional warehouse. During the two-month period preceding the event, when the warehouse must be free of inventory,... View Details
      Keywords: Logistics; Marketing Channels; Planning; Time Management; Distribution Channels; Competitive Advantage; Customer Relationship Management; Information Technology; Consumer Products Industry; Italy
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      Hammond, Janice H., and Maura G Kelly. "Merloni Elettrodomestici SpA: The Transit Point Experiment." Harvard Business School Case 690-003, February 1990. (Revised August 2001.)
      • 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
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      Rangan, V. Kasturi, and E. Raymond Corey. "Ingersoll-Rand (A): Managing Multiple Channels--1985." Harvard Business School Case 589-121, June 1989. (Revised January 1992.)
      • December 1988 (Revised October 1989)
      • Teaching Note

      Atlas Copco (A): Gaining and Building Distribution Channels, (B) and (C): The Conflict Episode, Teaching Note

      By: V. Kasturi Rangan
      Teaching Note for (9-588-004), (9-588-020), and (9-588-021). View Details
      Keywords: Marketing Channels; Conflict Management; Distribution Industry
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      Rangan, V. Kasturi. "Atlas Copco (A): Gaining and Building Distribution Channels, (B) and (C): The Conflict Episode, Teaching Note." Harvard Business School Teaching Note 589-076, December 1988. (Revised October 1989.)
      • September 1988 (Revised June 1993)
      • Case

      Ring Medical

      By: V. Kasturi Rangan
      Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized.... View Details
      Keywords: Conferences; Marketing Strategy; Product Launch; Distribution Channels; Performance
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      Rangan, V. Kasturi. "Ring Medical." Harvard Business School Case 589-046, September 1988. (Revised June 1993.)
      • August 1988 (Revised January 1992)
      • Case

      Hewlett-Packard (A): Organizing New Product Sales Channels--1986

      By: V. Kasturi Rangan and Joseph G. Finegold
      Keywords: Sales; Product Launch; Marketing Channels; Computer Industry
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      Rangan, V. Kasturi, and Joseph G. Finegold. "Hewlett-Packard (A): Organizing New Product Sales Channels--1986." Harvard Business School Case 589-019, August 1988. (Revised January 1992.)
      • August 1988 (Revised January 1992)
      • Case

      Hewlett-Packard (B): Organizing New Product Sales Channels--1987

      By: V. Kasturi Rangan
      Keywords: Sales; Product Launch; Marketing Channels; Computer Industry
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      Rangan, V. Kasturi. "Hewlett-Packard (B): Organizing New Product Sales Channels--1987." Harvard Business School Case 589-020, August 1988. (Revised January 1992.)
      • November 1987 (Revised March 1988)
      • Case

      Searching for Trade Remedies: The U.S. Machine Tool Industry--1983

      By: David B. Yoffie
      In 1983 the National Machine Tools Builder Association was predicting a declining market for the United States and rising imports. Machine tool manufacturers had to decide if they should ask the U.S. government for help, and if they did, which administrative channels... View Details
      Keywords: Economic Slowdown and Stagnation; Machinery and Machining; Government and Politics; Law; Production; Business and Government Relations; Competition; Manufacturing Industry; Japan; Germany; United States
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      Yoffie, David B. "Searching for Trade Remedies: The U.S. Machine Tool Industry--1983." Harvard Business School Case 388-071, November 1987. (Revised March 1988.)
      • July 1987 (Revised May 1993)
      • Case

      Atlas Copco (A): Gaining and Building Distribution Channels

      By: V. Kasturi Rangan
      Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it... View Details
      Keywords: Growth and Development; Marketing Channels; Market Entry and Exit; Market Participation; Distribution Channels; Failure; Industrial Products Industry; Sweden; United States
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      Rangan, V. Kasturi. "Atlas Copco (A): Gaining and Building Distribution Channels." Harvard Business School Case 588-004, July 1987. (Revised May 1993.)
      • September 1986 (Revised November 1994)
      • Case

      Lotus Development Corp. Channel Choice: Direct vs. Distribution

      By: V. Kasturi Rangan
      Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to... View Details
      Keywords: Cost vs Benefits; Marketing Channels; Distribution Channels; Sales; Software; Information Technology Industry; United States
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      Rangan, V. Kasturi. "Lotus Development Corp. Channel Choice: Direct vs. Distribution." Harvard Business School Case 587-078, September 1986. (Revised November 1994.)
      • August 1986 (Revised May 1989)
      • Case

      Ingersoll-Rand: Channel Selection and Management

      By: E. Raymond Corey and V. Kasturi Rangan
      Keywords: Marketing Channels; Marketing; Management; Industrial Products Industry
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      Corey, E. Raymond, and V. Kasturi Rangan. "Ingersoll-Rand: Channel Selection and Management." Harvard Business School Case 587-045, August 1986. (Revised May 1989.)
      • 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.)
      • April 1982 (Revised June 1993)
      • Case

      Hart Schaffner & Marx: The Market for Separately Ticketed Suits

      By: Richard S. Tedlow
      Calls for a decision on whether Hart Schaffner & Marx, the nation's leading manufacturer of high quality, branded suits, should expand its product line by marketing suits that are separately ticketed (i.e., the coat, vest, and slacks are sold from individual hangers... View Details
      Keywords: Advertising; Decisions; Price; Markets; Distribution Channels; Production; Mathematical Methods; Competitive Strategy; Apparel and Accessories Industry
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      Tedlow, Richard S. "Hart Schaffner & Marx: The Market for Separately Ticketed Suits." Harvard Business School Case 582-134, April 1982. (Revised June 1993.)
      • July 1981 (Revised October 1992)
      • Case

      Chipman-Union, Inc.: Odor-Eaters Socks

      By: John A. Quelch
      The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution. View Details
      Keywords: Distribution Channels; Product Marketing; Brands and Branding; Apparel and Accessories Industry; Health Industry
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      Quelch, John A. "Chipman-Union, Inc.: Odor-Eaters Socks." Harvard Business School Case 581-073, July 1981. (Revised October 1992.)
      • May 1981 (Revised May 1985)
      • Case

      MEM Co., Inc.

      By: John A. Quelch
      The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. View Details
      Keywords: Advertising; Distribution Channels; Budgets and Budgeting; Product Development; Beauty and Cosmetics Industry
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      Quelch, John A. "MEM Co., Inc." Harvard Business School Case 581-154, May 1981. (Revised May 1985.)
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