Publications
Publications
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- All HBS Web
(1,351)
- Faculty Publications (649)
- January 2000 (Revised June 2000)
- Case
Alloy.com: Marketing to Generation Y
By: John A. Deighton and Gil McWilliams
A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details
- December 1999 (Revised February 2001)
- Case
CVS: The Web Strategy
By: John A. Deighton and Anjali C. Shah
How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes... View Details
- December 1998 (Revised May 2003)
- Case
Vivendi (A): Revitalizing a French Conglomerate
By: Cynthia A. Montgomery and John M. Turner
Examines corporate strategy for a diversified firm in the French business context. Issues include corporate governance, vision, and the management of unrelated diversification. After the company's first loss ever, the Vivendi board elected a new chairman who completed... View Details
- Article
Country Managers in Transitional Economies: The Case of Vietnam
By: John A. Quelch and Christine Dinh-Tan
- May 1998 (Revised October 2001)
- Case
Taco Bell Inc. (1983-1994)
By: Lynda M. Applegate, Leonard A. Schlesinger and Dave DeLong
Details the actions of John Martin, newly named CEO, as he leads Taco Bell through a decade of incremental and radical changes. By the end of the case, total system sales within Taco Bell, a Mexican style fast-food restaurant chain and a division of PepsiCo, have grown... View Details
- March 1998 (Revised November 1999)
- Case
USA TODAY Online
By: John A. Deighton and Anthony St. George
How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
- March 1998 (Revised March 1999)
- Case
NIKE, Inc. in the 1990s (C)
By: John A. Quelch
In 1998, Nike's earnings and sales growth slowed. Management faced new competition from Adidas. This case asks students to review the various strategies (including diversification into sports equipment) pursued by Nike to resuscitate corporate growth. View Details
- March 1998 (Revised August 1998)
- Case
Pepsi Blue
By: John A. Quelch
Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. View Details
- November 1997 (Revised November 2010)
- Case
Hikma Pharmaceuticals (A)
By: John A. Quelch
The president of a Jordanian pharmaceutical company is contemplating how to further penetrate the U.S. market, either through its own manufacturing and sales efforts, or as a supplier to a third party. View Details
- October 1997 (Revised March 1998)
- Case
Daewoo's Globalization: Uz-Daewoo Auto Project
By: John A. Quelch
The top management at Daewoo is reviewing its close relationship with the Uzbekistan government, focusing especially on the performance of Uz-Daewoo Auto, a strategic alliance to manufacture and market passenger cars. View Details
- September 1997 (Revised October 1997)
- Case
Bayer AG (A)
By: John A. Quelch
Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess... View Details
- September 1997
- Case
Bayer AG (B)
By: John A. Quelch
Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details
- September 1997 (Revised September 1997)
- Case
Koc Holding: Arcelik White Goods
By: John A. Quelch
Management is considering its options for future international expansion. Koc is the dominant supplier of white goods (kitchen appliances) in Turkey and has been increasing its export efforts. As lower import tariffs invite foreign competitors to enter Turkey, Koc must... View Details
- August 1997
- Case
Orbital Sciences Corporation: ORBCOMM
By: Das Narayandas and John A. Quelch
In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details