Publications

28 Feb 2019
News

Pursuing Precision Medicine at Intermountain Healthcare

October 1988 (Revised February 1990)
Case

HCC Industries

Describes a corporation that switches its philosophy of budgeting from "stretch" targets to "minimum performance standard" targets. The change has implications for management incentives, compensation, and corporate planning. Early results suggest the concept was not... View Details

Keywords: Management Practices and Processes; Budgets and Budgeting

September 2000 (Revised November 2000)
Case

GetConnected.com

By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins

Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details

Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry

August 1994 (Revised May 1997)
Case

Olympus Optical Company, Ltd. (A): Cost Management for Short Life Cycle Products

Explores Olympus Optical's strategic response to major losses in its camera business. Key to Olympus's recovery were its extensive product planning process, a quality improvement program, and an aggressive cost-reduction program. In particular, the case details... View Details

Keywords: Cost Management; Product Design; Business Strategy; Product Development; Consumer Products Industry

01 Apr 2016
News

New brew: Starbucks Canada to offer beer, wine

September 17, 2021
Article

AI Can Help Address Inequity—If Companies Earn Users' Trust

By: Shunyuan Zhang, Kannan Srinivasan, Param Singh and Nitin Mehta

While companies may spend a lot of time testing models before launch, many spend too little time considering how they will work in the wild. In particular, they fail to fully consider how rates of adoption can warp developers’ intent. For instance, Airbnb launched a... View Details

Keywords: Artificial Intelligence; Algorithmic Bias; Technological Innovation; Perception; Diversity; Equality and Inequality; Trust; AI and Machine Learning

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November 1975 (Revised September 1992)
Background Note

Communications Policy

Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in... View Details

Keywords: Communication Strategy

16 Jun 2014
Blog Post

Recruiting Millennials in a Global Market

talent. Organizations need to be nimble and stay ahead of the curve to effectively target the right candidates through methods that appeal to them. As an international educator who has worked with college-aged students and young... View Details

30 Oct 2014
Blog Post

Alumni: Where are they now? Featuring Robert Leke...

investment firm targeting businesses in the consumer-driven and agriculture-based sectors. My time with Tana has been nothing short of a thrill. I am grateful for the exposure and experiences gained over the past 2+ years, evaluating and... View Details

Keywords: Consumer Products / Retail

25 Jun 2011
News

It's Africa calling for mobile operators

July 2012
Case

Johannes Linden: Managing the Global Executive Committee

By: Linda A. Hill and Mark Rennella

Johannes Linden is the Director of the Washer and Dryer division of Fluss, a large Swiss appliance manufacturer. Soon after the company completes its revenue projections and bonus targets for the upcoming year, Linden shares some good news with his leadership team, the... View Details

Keywords: Leadership Style; Groups and Teams; Organizational Culture; Management Style; Motivation and Incentives; Power and Influence; Multinational Firms and Management; Manufacturing Industry; Consumer Products Industry; Switzerland

29 Jun 2021
News

What Does the Future of Work Look Like for America’s Biopharma Sales Force?

01 Feb 2021
Working Paper Summaries

Hate Crime Increases with Minoritized Group Rank

Keywords: by Mina Cikara, Vasiliki Fouka, and Marco Tabellini

January 1983 (Revised February 1988)
Case

Hospital Corp. of America (B)

By: W. Carl Kester

Focuses on HCAs financing options for reaching its target capital structure. The options include new equity conversion of convertible debentures, a debt-for-equity swap, the sale of assets, and fixed-rate debt. Students must address the problem of market timing and... View Details

Keywords: Assets; Capital Structure; Cash Flow; Equity; Debt Securities; Credit Derivatives and Swaps; Health Industry; United States

November 1999 (Revised June 2000)
Case

VerticalNet (www.verticalnet.com)

By: Das Narayandas

VerticalNet, a leading creator of targeted business-to-business vertical trade communities on the Internet, is trying to expand its model to facilitate e-commerce. Mark Walsh, the CEO of VerticalNet, has to decide how far he can extend the firm's business model without... View Details

Keywords: Business Model; Decisions; Digital Platforms; Expansion; Internet and the Web

14 Feb 2011
News

Clay Christensen's Milkshake Marketing

June 2017
Case

Magellan Boatworks

By: John A. Quelch and James T. Kindley

Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details

Keywords: Marketing; Marketing Communications; Advertising; Strategy; Salesforce Management