Publications

May 2011
Supplement

Baria Planning Solutions, Inc.: Fixing the Sales Process, Spreadsheet Supplement (Brief Case)

By: Steven C. Wheelwright and William Schmidt

Keywords: Quantitative Analysis; Technology; Operations Management; Product Lines; Manufacturing; Capacity Planning; Production Planning; Information Technology; Production; Analysis; Performance Capacity; Product Marketing

May 2014 (Revised March 2017)
Case

Unilever's Lifebuoy in India: Implementing the Sustainability Plan

By: Christopher A. Bartlett

Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details

Keywords: Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

July 2014 (Revised August 2014)
Case

AmazonFresh: Rekindling the Online Grocery Market

By: Rory McDonald, Clayton Christensen, Robin Yang and Ty Hollingsworth

More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle,... View Details

Keywords: Innovation; New Markets; Grocery; Operations Strategy; Innovation and Invention; Strategy; Emerging Markets; Learning; Service Operations; Internet and the Web; Business Model; Food and Beverage Industry; United States

2018
Chapter

Between Economic Planning and Market Competition: International Law and Economics in the U.S.

By: Laura Phillips Sawyer

The impact of institutional economics in shaping the American regulatory tradition has largely been dismissed as an incoherent attack on the neoclassical economic paradigm. This essay briefly reconstructs the interwar institutionalist movement, exploring the... View Details

Keywords: Economics; History; Governing Rules, Regulations, and Reforms; Business and Government Relations; United States

January 2009
Case

Marks and Spencer: Plan A

By: David E. Bell, Nitin Sanghavi and Laura Winig

Marks & Spencer initiated a comprehensive approach to sustainability (reduction of waste, carbon emissions, fair trade) called Plan A. Does it offer a competitive advantage? View Details

Keywords: Marketing; Corporate Social Responsibility and Impact; Strategic Planning; Environmental Sustainability; Competitive Advantage; Retail Industry

October 2011 (Revised March 2012)
Case

Cottle-Taylor: Expanding the Oral Care Group in India

By: John A. Quelch and Alisa Zalosh

Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern... View Details

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting and Prediction; Advertising; Product Launch; Budgets and Budgeting; Product Development; Consumer Products Industry; Health Industry; India

06 Oct 2008
Research & Ideas

Updating a Classic: Writing a Great Business Plan

ventures are "born global": They seek to address a global market and attract funding from global investors. Should a business plan be tailored in some way for a global audience? A: We live in a... View Details

Keywords: by Sean Silverthorne

25 Oct 2004
Research & Ideas

Planning for Surprises

benefit. The area of decision bias has grown as an important lens of analysis in many areas of business, from finance to marketing to negotiations. We also believe that cognitive biases explain why we allow predictable surprises to occur.... View Details

Keywords: by Martha Lagace

February 1978
Background Note

Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning

October 2013 (Revised August 2015)
Supplement

Outotec (B): Action Plan

By: Robert J. Dolan and Doug J. Chung

Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details

Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry

06 Sep 2004
Research & Ideas

The Innovator’s Battle Plan

beneath the radar," they really mean "taking advantage of asymmetries of motivation." Disruptive markets start among customers that appear to the incumbent to be either undesirable or nonexistent. The initial absolute size... View Details

Keywords: by Clayton M. Christensen, Scott D. Anthony & Erik A. Roth

December 2020 (Revised April 2021)
Case

Arcos Dorados: A QSR Recovery Plan

By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal

Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details

January 2009 (Revised April 2009)
Case

The Canada Pension Plan Investment Board

By: G. Felda Hardymon, Josh Lerner and Ann Leamon

The Canada Pension Plan Investment Board is one of the largest and fastest-growing pools of investment capital in the world and follows an unusually active program of investment management. In the market turmoil of late 2008, Mark Wiseman, Senior Vice President of the... View Details

Keywords: Financial Crisis; Asset Management; Capital; Financial Management; Investment; Financial Services Industry; Canada

July 2015
Teaching Note

CJ E&M: Creating a K-Culture in the U.S.

By: Elie Ofek and Michael Norris

This teaching note is intented to help instructors with running a class discussion for the case "CJ E&M: Creating a K-Culture in the U.S.". It contains several areas of analysis and discussion that provide guidance to instructors on how to use the case in order to... View Details

Keywords: Global Marketing Strategy; Event Marketing; Marketing Plan; Marketing Culture; Marketing Strategy; Entertainment; Global Strategy; Culture

February 2010
Supplement

Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details

Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques

February 1987
Case

PBS National Advertising Plan

By: Stephen A. Greyser

Keywords: Advertising; Media; Media and Broadcasting Industry

March 1989 (Revised October 1996)
Background Note

Industrial Marketing Strategy--An Overview

Provides an integrated discussion of the basic elements of industrial marketing strategy and develops a strategic marketing planning model. May be used as either an introductory or a summary reading for an industrial marketing course or course segment. View Details

Keywords: Marketing Strategy