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      Marketing PlansRemove Marketing Plans →

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      • July 2008 (Revised January 2010)
      • Case

      Affinity Labs, Inc.

      By: Joseph B. Lassiter III and Elizabeth Kind
      In November 2006, Chris Michel left Military.com, which he founded in 1999, to start Affinity Labs, a global network of online communities. That month, Michel raised a Series A round of venture funding and established a partnership with Monster, which he had sold... View Details
      Keywords: Mergers and Acquisitions; Business Startups; Entrepreneurship; Demand and Consumers; Partners and Partnerships; Social and Collaborative Networks; Online Technology
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      Lassiter, Joseph B., III, and Elizabeth Kind. "Affinity Labs, Inc." Harvard Business School Case 809-019, July 2008. (Revised January 2010.)
      • July 2008 (Revised March 2010)
      • Case

      McDonald's Plan to Win (A)

      By: Ramon Casadesus-Masanell, Karla Ingrid Gravis and Annette Kristine Rodriguez
      As of 2007, McDonald's had made significant progress on its “Plan to Win,” and the company was rewarded by reaching an all-time high share price. However, McDonald's competitors had expanded beyond the typical fast food giants, such as Wendy's and Burger King, as... View Details
      Keywords: Business Model; Competitive Strategy; Complexity; Supply and Industry; Retail Industry; Food and Beverage Industry
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      Casadesus-Masanell, Ramon, Karla Ingrid Gravis, and Annette Kristine Rodriguez. "McDonald's Plan to Win (A)." Harvard Business School Case 709-419, July 2008. (Revised March 2010.)
      • June 2008
      • Article

      Current State of Fellowship Hiring: Is a Universal Match Necessary? Is It Possible?

      By: Christopher D. Harner, Anil S. Ranawat, Muriel Niederle, Alvin E. Roth, Peter J. Stern, Shepard R. Hurwitz, William Levine, G. Paul DeRosa and Serena S. Hu
      Currently, approximately ninety percent of the six hundred twenty graduating orthopaedic residents are planning on entering a post-graduate fellowship. Since January of 2005, two of the largest fellowship match programs, Sports Medicine and Spine Surgery, were... View Details
      Keywords: Medical Specialties; Recruitment; Selection and Staffing; Employment; Market Timing; Marketplace Matching; Health Industry
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      Harner, Christopher D., Anil S. Ranawat, Muriel Niederle, Alvin E. Roth, Peter J. Stern, Shepard R. Hurwitz, William Levine, G. Paul DeRosa, and Serena S. Hu. "Current State of Fellowship Hiring: Is a Universal Match Necessary? Is It Possible?" Journal of Bone and Joint Surgery: American Volume 90 (June 2008): 1375–1384.
      • May 2008 (Revised September 2009)
      • Case

      Radiohead: Music at Your Own Price (A)

      By: Anita Elberse and Jason Bergsman
      In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released exclusively as a digital download and available only from the band's own website. The pricing plan represented a... View Details
      Keywords: Music Entertainment; Price; Marketing Strategy; Distribution; Problems and Challenges; Online Technology; Music Industry
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      Elberse, Anita, and Jason Bergsman. "Radiohead: Music at Your Own Price (A)." Harvard Business School Case 508-110, May 2008. (Revised September 2009.)
      • April 2008
      • Teaching Note

      Viagen: Revolutioning the Livestock Industry (TN)

      By: David E. Bell, Mary L. Shelman and Eliot Sherman
      Teaching Note for [507021]. View Details
      Keywords: Investment; Genetics; Production; Training; Customers; Supply Chain; Business Plan; Commercialization; Information Technology; Performance Efficiency; Governing Rules, Regulations, and Reforms; Industry Structures; Agriculture and Agribusiness Industry; Biotechnology Industry
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      Bell, David E., Mary L. Shelman, and Eliot Sherman. "Viagen: Revolutioning the Livestock Industry (TN)." Harvard Business School Teaching Note 508-014, April 2008.
      • March 2008 (Revised March 2009)
      • Case

      Transforming AMFAM

      By: Rakesh Khurana, Rajiv Lal and Cathy Ross
      On a winter day in December 2007 at the American Family Mutual Insurance Company (AMFAM) headquarters in Madison, Wisconsin, Dave Anderson and Jack Salzwedel remained in the conference room after the senior management meeting had concluded. Anderson, CEO of AMFAM since... View Details
      Keywords: Customer Focus and Relationships; Governing and Advisory Boards; Marketing; Mission and Purpose; Strategic Planning; Insurance Industry; United States
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      Khurana, Rakesh, Rajiv Lal, and Cathy Ross. "Transforming AMFAM." Harvard Business School Case 508-081, March 2008. (Revised March 2009.)
      • March 2008
      • Case

      Cambrian House

      By: Peter A. Coles, Karim R. Lakhani and Andrew P. McAfee
      Cambrian House builds internet-based products and services by relying entirely on its user community for all aspects of its innovation and new product development process. Users suggest ideas for new products and services and also participate in a monthly voting... View Details
      Keywords: Decision Choices and Conditions; Voting; Technological Innovation; Knowledge Management; Marketing Strategy; Open Source Distribution; Product Development; Strategic Planning; Business and Community Relations; Internet
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      Coles, Peter A., Karim R. Lakhani, and Andrew P. McAfee. "Cambrian House." Harvard Business School Case 608-016, March 2008.
      • March 2008 (Revised April 2010)
      • Case

      Ashdown Contracting

      By: Joseph B. Lassiter III and Firas Alkhatib
      Ashdown's "growth" plan called for Mustafa Khalaf to leave his job as Chief Operating Officer (COO) of Ashdown Contracting and to focus his attention on the growth of a separate business entity, Ashdown Pipeline, where Ashdown believed the greatest potential for the... View Details
      Keywords: Entrepreneurship; Leadership; Growth and Development Strategy; Management Succession; Market Entry and Exit; Business Strategy
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      Lassiter, Joseph B., III, and Firas Alkhatib. "Ashdown Contracting." Harvard Business School Case 808-120, March 2008. (Revised April 2010.)
      • March 2008 (Revised October 2009)
      • Case

      Crossing Borders: MTC's Journey through Africa

      By: Tarun Khanna and Ayesha Khan
      This is the story of MTC, a Kuwaiti telecom company that has grown from a sleepy, state monopoly to become one of the fastest growing telecom companies in the world, with the largest regional footprint across the Middle East and Africa. The CEO of the company, Dr. Saad... View Details
      Keywords: Mergers and Acquisitions; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Firms and Management; Growth and Development Strategy; Emerging Markets; Telecommunications Industry; Africa; Kuwait
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      Khanna, Tarun, and Ayesha Khan. "Crossing Borders: MTC's Journey through Africa." Harvard Business School Case 708-477, March 2008. (Revised October 2009.)
      • March 2008 (Revised March 2009)
      • Case

      Purolator Courier Ltd.

      By: Rajiv Lal and Catherine Ross
      On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been... View Details
      Keywords: Conferences; Customer Focus and Relationships; Leading Change; Marketing Strategy; Performance Effectiveness; Strategic Planning; Research; Segmentation; Canada
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      Lal, Rajiv, and Catherine Ross. "Purolator Courier Ltd." Harvard Business School Case 508-054, March 2008. (Revised March 2009.)
      • February 2008
      • Supplement

      Shinhan Financial Group (B)

      By: Rosabeth Moss Kanter and Matthew J. Morgan
      By 2007, there were many signs that the merger of Chohung and Shinhan banks to form the Shinhan Financial Group in 2003 had met its goals. Shinhan Financial Group's stock price had increased from $31 a share at its opening on the New York Stock Exchange in September... View Details
      Keywords: Mergers and Acquisitions; Global Strategy; Expansion; Markets; Strategic Planning; South Korea
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      Kanter, Rosabeth Moss, and Matthew J. Morgan. "Shinhan Financial Group (B)." Harvard Business School Supplement 308-095, February 2008.
      • 2008
      • Book

      Billions of Entrepreneurs: How China and India Are Reshaping Their Futures and Yours

      By: Tarun Khanna
      China and India are home to one-third of the world's population. And they're undergoing social and economic revolutions that are capturing the best minds--and money--of Western business. In "Billions of Entrepreneurs," Tarun Khanna examines the entrepreneurial forces... View Details
      Keywords: Talent and Talent Management; Development Economics; Entrepreneurship; Globalized Economies and Regions; China; India
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      Khanna, Tarun. Billions of Entrepreneurs: How China and India Are Reshaping Their Futures and Yours. Boston, MA: Harvard Business School Press, 2008.
      • January 2008 (Revised September 2008)
      • Supplement

      Marketing the "$100 Laptop" (C)

      By: John A. Quelch and David Chen
      In October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled... View Details
      Keywords: Nonprofit Organizations; For-Profit Firms; Partners and Partnerships; Information Infrastructure; Problems and Challenges; Philanthropy and Charitable Giving; Computer Industry; Canada; Mongolia; Uruguay; United States
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      Quelch, John A., and David Chen. Marketing the "$100 Laptop" (C). Harvard Business School Supplement 508-065, January 2008. (Revised September 2008.)
      • January 2008
      • Case

      Lenovo: Building A Global Brand (Multimedia case)

      By: John A. Quelch and Carin-Isabel Knoop
      Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details
      Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China
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      Quelch, John A., and Carin-Isabel Knoop. "Lenovo: Building A Global Brand (Multimedia case)." Harvard Business School Multimedia/Video Case 508-703, January 2008.
      • January 2008 (Revised September 2009)
      • Case

      Financing American Housing Construction in the Aftermath of War

      By: David Moss and Cole Bolton
      At the start of WWI, the United States faced a significant housing shortage. Public officials feared the spread of disease—and even communism—in the nation's cramped urban centers where vacancy rates held near zero and families often "doubled up" in single-housing... View Details
      Keywords: Central Banking; Bonds; Mortgages; Government Legislation; Business History; Housing; Banking Industry; United States
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      Moss, David, and Cole Bolton. "Financing American Housing Construction in the Aftermath of War." Harvard Business School Case 708-032, January 2008. (Revised September 2009.)
      • November 2007
      • Class Lecture

      The Baby Business (FSS)

      By: Debora L. Spar
      In vitro fertilization and genetic screening are possible with the advent of biotechnology. International adoptions, surrogacy, and other approaches to family planning are on the rise. But few rules govern these measures, medical costs can be prohibitive, and... View Details
      Keywords: Governing Rules, Regulations, and Reforms; Policy; Demand and Consumers; Business and Government Relations; Business and Stakeholder Relations; Genetics; Societal Protocols; Commercialization; Biotechnology Industry; Health Industry
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      Spar, Debora L. "The Baby Business (FSS)." Harvard Business School Class Lecture 708-701, November 2007.
      • November 2007 (Revised March 2009)
      • Case

      Allston: Brand vs. Architecture

      By: Andre F. Perold, Arthur I Segel and Christopher M. Gordon
      Harvard President Lawrence Summers had presided over the final interviews of world-renowned architects being considered for the science complex planned for Harvard's expanded campus in Allston. The selection process had absorbed nine months in 2005 and amplified the... View Details
      Keywords: Decision Choices and Conditions; Brands and Branding; Design; Urban Development; Selection and Staffing; Construction Industry; Boston
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      Perold, Andre F., Arthur I Segel, and Christopher M. Gordon. "Allston: Brand vs. Architecture." Harvard Business School Case 208-079, November 2007. (Revised March 2009.)
      • November 2007
      • Article

      A Model of Consumer Learning for Service Quality and Usage

      By: Raghuram Iyengar, Asim Ansari and Sunil Gupta
      In many services, e.g., the wireless service industry, consumers choose a service plan based on their expected consumption. In such situations, consumers experience two forms of uncertainty. First, consumers may be uncertain about the quality of their service provider... View Details
      Keywords: Experience and Expertise; Customer Value and Value Chain; Learning; Price; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Service Delivery; Quality; Risk and Uncertainty; Service Industry
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      Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544.
      • October 2007
      • Case

      Colgate Max Fresh: Global Brand Roll-Out

      By: John A. Quelch
      In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details
      Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico
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      Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.
      • October 2007 (Revised April 2009)
      • Case

      TH!NK: The Norwegian Electric Car Company

      By: Joseph B. Lassiter III and David Kiron
      On August 1, 2007, 61-year-old Jan-Olaf Willums' plane was flying along the Greenland coastline on his way back to Norway after intense discussions with several prominent U.S. venture capital investors, among them Kleiner Perkins and Rockport Capital Partners, about... View Details
      Keywords: Entrepreneurship; Venture Capital; Innovation and Invention; Product Launch; Market Entry and Exit; Environmental Sustainability; Pollutants; Auto Industry; Green Technology Industry; Europe; Norway
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      Lassiter, Joseph B., III, and David Kiron. "TH!NK: The Norwegian Electric Car Company." Harvard Business School Case 808-070, October 2007. (Revised April 2009.)
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