Publications

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October 2019 (Revised May 2021)
Supplement

Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

By: V. Kasturi Rangan and Courtney Han

November 2014 (Revised January 2016)
Teaching Note

CFW Clinics in Kenya: To Profit or Not for Profit

By: V. Kasturi Rangan and Sarah Appleby

December 2009
Supplement

TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing; Product Launch; Brands and Branding

April 2010 (Revised November 2011)
Teaching Note

Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4190 View Details

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Marketing Strategy; Price; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy

May 2010
Case

Alpen Bank: Launching the Credit Card in Romania

By: V. Kasturi Rangan and Sunru Yong

In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing... View Details

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Credit Cards; Globalized Firms and Management; Product Positioning; Marketing Strategy; Service Delivery; Personal Finance; Product Launch; Banking Industry; European Union; Romania

September 2010 (Revised January 2012)
Case

Mobile Banking for the Unbanked

By: V. Kasturi Rangan and Katharine Lee

The case describes in detail the workings of two mobile banking operators in Africa—WIZZIT in South Africa and M-PESA in Kenya. It explores the dimensions of strategy that make for success in the market for the unbanked. It raises questions regarding the portability of... View Details

Keywords: Business Model; Financial Institutions; Disruptive Innovation; Marketing Strategy; Corporate Strategy; Banking Industry; Kenya; South Africa

2010
Working Paper

The Limits of Nonprofit Impact: A Contingency Framework for Measuring Social Performance

By: Alnoor Ebrahim and V. Kasturi Rangan

Leaders of organizations in the social sector are under growing pressure to demonstrate their impacts on pressing societal problems such as global poverty. We review the debates around performance and impact, drawing on three literatures: strategic philanthropy,... View Details

Keywords: Development Economics; Philanthropy and Charitable Giving; Leadership; Corporate Social Responsibility and Impact; Performance Expectations; Nonprofit Organizations; Social Issues

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May 2006 (Revised September 2006)
Teaching Note

Museum of Fine Arts Boston (TN)

By: V. Kasturi Rangan and Marie Bell

Keywords: Fine Arts Industry

March 2002
Teaching Note

Talbots - A Classic TN

By: V. Kasturi Rangan and Marie Bell

Teaching Note for (9-500-082). View Details

Keywords: Fashion Industry

February 1999 (Revised March 1999)
Case

Sunbeam Television (C)

By: V. Kasturi Rangan and Howard Reitz

Supplements the (A) case. View Details

Keywords: Entertainment and Recreation Industry; Boston

May 1998
Teaching Note

Merck-Medco: Vertical Integration in the Pharmaceutical Industry TN

By: V. Kasturi Rangan and Marie Bell

Teaching Note for (9-598-091). View Details

Keywords: Pharmaceutical Industry

October 1995 (Revised December 1995)
Case

Marketing the National Hockey League

By: V. Kasturi Rangan and Marie Bell

One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details

Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry