Publications

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

2006
Chapter

Strategy and Style: Len Roberts at Radio Shack

By: V. Kasturi Rangan and Marie Bell

Keywords: Business Strategy; Leadership Style

1999
Working Paper

Social Enterprise Series No. 8 - Managing Multi-Site Nonprofits

By: Allen Grossman and V. Kasturi Rangan

2001
Working Paper

Voice and Advocacy: Marketing's Role in Addressing the Poor as Customers

By: V. Kasturi Rangan and Arthur McCaffrey

Article

Coming Out of Recession: The Role of Business in Alleviating Poverty

By: V. Kasturi Rangan and Djordjija B. Petkoski

Keywords: Economics; Business Ventures; Poverty

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Read Now

September 1995 (Revised October 1996)
Supplement

Sunbeam Television (B)

By: V. Kasturi Rangan and E. Scott Lathrop

Supplements the (A) case. View Details

Keywords: Electronics Industry

September 1995 (Revised October 1996)
Case

Sunbeam Television (A)

By: V. Kasturi Rangan and E. Scott Lathrop

Sunbeam Television, owner of a television station in Miami (a Fox affiliate), buys Channel 7 (a CBS affiliate) in Boston. They bring to the Boston station the concepts and ideas of their Miami news product--that is, a crisp, content-based design rather than one... View Details

Keywords: Acquisition; Change; Decisions; Design; Television Entertainment; Product; Motivation and Incentives; Value; Entertainment and Recreation Industry; Boston

June 1994 (Revised September 1994)
Background Note

Beating the Commodity Magnet

By: V. Kasturi Rangan and George T. Bowman

All markets follow a cycle of growth and maturity, then commoditization and decline. This note argues that while commoditization of an industry may seem inevitable, the better managed firms find a way to make money in the commodity cycle. These firms know how and when... View Details

Keywords: Goods and Commodities; Financial Markets; Competitive Strategy; Financial Services Industry

November 1992 (Revised June 1994)
Case

Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Advertising Campaigns; Advertising; Strategy

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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

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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January 2023
Case

The END Fund: To Eliminate Neglected Tropical Diseases

By: V. Kasturi Rangan and Courtney Han

Founded in 2012, the END fund focused on eliminating five Neglected Tropical Diseases that accounted for 80% of the tropical diseases affecting nearly 1.5 billion people worldwide. Its roughly $25 million/year annual budget was fully committed when it got news that the... View Details

Keywords: Nonprofit Organizations; Health Disorders; Health Care and Treatment; Resource Allocation; Global Range; Decisions; Investment Funds

August 2021
Teaching Note

Dell Technologies: Bringing the Cloud to the Ground

By: Navid Mojir and V. Kasturi Rangan

Teaching Note for HBS Case No. 521-036. View Details

June 2023
Supplement

Transformative Social Impact: Year Up

By: V. Kasturi Rangan and Sarah Appleby

October 2019
Supplement

Transformative Social Impact: Health Leads

By: V. Kasturi Rangan and Sarah Appleby

Supplement to HBS Case No. 517-022. View Details

May 2010
Supplement

Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania

May 2010
Teaching Note

Alpen Bank: Launching the Credit Card in Romania (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4559. View Details

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; International Finance; Product Positioning; Marketing Strategy; Service Operations; Product Launch; Credit

December 2009
Teaching Note

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

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4065. View Details

Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing Channels; Brands and Branding

March 2010 (Revised April 2013)
Case

Equitas Microfinance: The Fastest-Growing MFI on the Planet

By: V.G. Narayanan and V. Kasturi Rangan

Founded as a for-profit microfinance company, Equitas had acquired nearly a million clients in the short two years since it was founded. The founder, Vasu, and his management team wished to accelerate the already impressive spurt to three million clients in the next... View Details

Keywords: Business Model; For-Profit Firms; Microfinance; Growth and Development Strategy; Corporate Social Responsibility and Impact; Social Enterprise; Financial Services Industry; India