Publications

September 1991 (Revised January 1992)
Case

Citibank (A): European Strategy

By: Michael Y. Yoshino

Keywords: Banks and Banking; Multinational Firms and Management; International Finance; Corporate Strategy; Banking Industry; Europe

September 1991 (Revised November 1997)
Case

Gillette's Launch of Sensor

By: Pankaj Ghemawat and Benjamin C. Esty

The introduction of the Sensor Shaving System, one of the biggest product launches ever, forced Gillette to reevaluate its strategy in its shaving and non-shaving business. It had to decide whether to go ahead with the launch and if so, at what scale. Permits analysis... View Details

Keywords: Product Launch; Technological Innovation; Innovation Strategy; Business Strategy; Marketing Strategy; Measurement and Metrics; Consumer Products Industry

September 1991 (Revised August 1996)
Case

Procter & Gamble Co., The: Lenor Refill Package

By: John A. Quelch

The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. View Details

Keywords: Multinational Firms and Management; Environmental Sustainability; Product Launch; Brands and Branding; Consumer Products Industry; Germany; United States

September 1991 (Revised February 1993)
Case

Burroughs Wellcome and AZT (A)

By: Willis M. Emmons III

Burroughs Wellcome Co., developer of AZT, the first drug approved by the U.S. Food and Drug Administration for the treatment of Acquired Immune Deficiency Syndrome (AIDS), finds itself under siege in September 1989 by AIDS activists and various segments of the U.S.... View Details

Keywords: Governing Rules, Regulations, and Reforms; Ethics; Business and Government Relations; Communication Strategy; Health Care and Treatment; Monopoly; Intellectual Property; Research and Development; Price; Pharmaceutical Industry; London

September 1991 (Revised January 1992)
Case

Allegheny Ludlum: Research and Engineering Resource Allocation

By: Dorothy Leonard-Barton and Geoffrey K. Gill

Allegheny Ludlum's (AL) technical vice president, Jack Shilling faces the task of determining how to allocate engineering resources among five areas of technology. AL's technology organization has great strategic importance and has therefore been untouched by the... View Details

Keywords: Engineering; Resource Allocation; Information Technology; Policy; Leadership; Decisions; Competency and Skills; Projects; Joint Ventures; Strategy; Electronics Industry; Technology Industry

September 1991 (Revised May 1994)
Case

Microsoft's Networking Strategy

By: David B. Yoffie

Keywords: Network Effects; Networks; Business Strategy; Information Technology; Information Technology Industry

September 1991 (Revised January 1997)
Case

Manzana Insurance: Fruitvale Branch (Abridged)

By: Steven C. Wheelwright

Deals with performance assessment and improvement of a service operation in the insurance industry, a market that is highly sensitive to response time. Two branch offices in direct competition are described, and the impact of response time on performance is suggested.... View Details

Keywords: Business Offices; Decision Choices and Conditions; Time Management; Service Operations; Performance Evaluation; Competition; Insurance Industry

August 1991 (Revised March 1993)
Case

Champion International Corp.: Timber, Trade, and the Northern Spotted Owl

By: Forest L. Reinhardt

Champion's forest products division owns timberlands, sawmills, and plywood mills in the Pacific Northwest. The listing of the northern spotted owl as an endangered species, and restrictions on exports of logs from state-owned lands, have disrupted the stumpage, log... View Details

Keywords: Science-Based Business; Natural Environment; Product Marketing; Governing Rules, Regulations, and Reforms; Government and Politics; Environmental Sustainability; Corporate Strategy; Trade; Decisions; Management Teams; Forest Products Industry; North and Central America

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

Article

Global Strategic Linkages and Industry Structure

By: N. Nohria and C. Garcia-Pont

Keywords: Global Range; Strategy; Supply and Industry

Article

Global Strategic Management: Impact on the New Frontiers of Strategy Research

By: C. A. Bartlett and S. Ghoshal

Keywords: Global Range; Strategy; Management; Research

June 1991 (Revised February 1999)
Case

Willow Creek Community Church (A)

By: Leonard A. Schlesinger

Describes the historic evolution and current positioning of a Christian church which focuses on the attraction of "unchurched" individuals. Describes the church's strategic service vision and its current growth and leadership problems. View Details

Keywords: Mission and Purpose; Strategic Planning; Social Enterprise; Marketing Strategy; Growth Management; Religion; Service Industry

June 1991 (Revised June 1993)
Case

Becton Dickinson (B): Global Management

By: Michael Beer

The president of Becton Dickinson (BD) and his top management team struggle with issues of: 1) how to manage the top of the organization, focusing on leadership style, the committee structure, and the role of sector presidents, and 2) how to manage a multinational... View Details

Keywords: Globalized Firms and Management; Multinational Firms and Management; Human Resources; Leadership Style; Management Teams; Corporate Strategy; Health Industry

June 1991
Supplement

Global Marketing Management, Video Index

By: John A. Quelch

May 1991 (Revised October 1993)
Case

Collision Course in Commercial Aircraft: Boeing-Airbus-McDonnell Douglas--1991 (A)

By: David B. Yoffie

Describes the competitive situation that has arisen in the commercial aircraft manufacturing industry since Airbus entered in 1970. Having overtaken McDonnell Douglas for second place, Airbus announces plans to challenge market leader Boeing's last pocket of dominance.... View Details

Keywords: Transition; Trade; Ethics; Investment; Problems and Challenges; Business and Government Relations; Risk and Uncertainty; Sales; Competitive Strategy; Technology Adoption; Air Transportation Industry; Manufacturing Industry

May 1991
Supplement

Global Marketing Management, Video

By: John A. Quelch