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    • All HBS Web  (3,231)
      • Faculty Publications  (585)

      Marketing CommunicationRemove Marketing Communication →

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      • July 2006 (Revised March 2008)
      • Case

      Changan Automobile Co., Ltd.

      By: Dennis Campbell and Donglin Xia
      Chairman Yin Jiaxu must communicate that the company's extraordinary reported performance in 2002 reflects Changan's unique strategy within the competitive dynamics of China's automobile industry. Changan's 2002 annual report demonstrated an extraordinary level of... View Details
      Keywords: Financial Reporting; Ethics; Corporate Disclosure; Media; Business and Shareholder Relations; Auto Industry; China
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      Campbell, Dennis, and Donglin Xia. "Changan Automobile Co., Ltd." Harvard Business School Case 107-006, July 2006. (Revised March 2008.)
      • April 2006 (Revised March 2007)
      • Case

      PayPal Merchant Services

      By: Thomas R. Eisenmann and Lauren Barley
      In early 2006, PayPal management is deciding how to respond to Google's entry into online payments. PayPal, owned by eBay, has targeted online merchants outside eBay's auction community for its next wave of expansion. Google represents a potential threat to PayPal's... View Details
      Keywords: Internet and the Web; Competition; Expansion; Service Operations; Auctions; Web Services Industry; Service Industry
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      Eisenmann, Thomas R., and Lauren Barley. "PayPal Merchant Services." Harvard Business School Case 806-188, April 2006. (Revised March 2007.)
      • April 2006 (Revised March 2007)
      • Case

      Drexel Burnham Lambert (A): "The Smartest People on Wall Street Can be Had"

      By: Boris Groysberg, Anahita Hashemi and Brendan Reed
      In February 1990, Drexel Burnham Lambert declared bankruptcy amid a slew of scandals. Equities chief Arthur Kirsch hoped to keep his high-performing 600-person team intact. Could he find a company that would take on such a massive group hire? Competitors were already... View Details
      Keywords: Decision Making; Decision Choices and Conditions; Insolvency and Bankruptcy; Selection and Staffing; Leadership; Negotiation; Groups and Teams; Power and Influence; Society
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      Groysberg, Boris, Anahita Hashemi, and Brendan Reed. Drexel Burnham Lambert (A): "The Smartest People on Wall Street Can be Had". Harvard Business School Case 406-107, April 2006. (Revised March 2007.)
      • March 2006 (Revised December 2009)
      • Compilation

      Skype

      By: Peter A. Coles and Thomas R. Eisenmann
      Presents eBay's rationale for its $2.6 billion acquisition in late 2005 of Skype, a fast growing voice-over-Internet protocol (VoIP) provider. Describes Skype's history, technology, business model, and competition, as well as government regulation of VoIP services. View Details
      Keywords: Mergers and Acquisitions; Business Model; Communication Technology; Growth and Development Strategy; Network Effects; Competitive Strategy; Internet and the Web; Information Infrastructure; Telecommunications Industry
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      Coles, Peter A., and Thomas R. Eisenmann. "Skype." Harvard Business School Compilation 806-165, March 2006. (Revised December 2009.)
      • March 2006
      • Case

      Cabo San Viejo: Rewarding Loyalty

      By: Youngme E. Moon, Gail J. McGovern and Seth Schulman
      In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a... View Details
      Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California
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      Moon, Youngme E., Gail J. McGovern, and Seth Schulman. "Cabo San Viejo: Rewarding Loyalty." Harvard Business School Case 506-060, March 2006.
      • January 2006 (Revised November 2007)
      • Compilation

      Podcasting

      By: Thomas R. Eisenmann and Kerry Herman
      Profiles the nascent podcasting industry, based on a compilation of published articles. Describes factors driving industry growth, barriers to adoption, ecosystem roles, and potential business models. View Details
      Keywords: Business Model; Communication Technology; Entrepreneurship; Industry Growth; Media; Internet and the Web; Technology Adoption; Media and Broadcasting Industry
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      Eisenmann, Thomas R., and Kerry Herman. "Podcasting." Harvard Business School Compilation 806-109, January 2006. (Revised November 2007.)
      • January 2006 (Revised December 2006)
      • Case

      Wal-Mart's Business Environment

      By: Felix Oberholzer-Gee
      In 2004, Wal-Mart Stores, Inc. proposed to build a new supercenter in Inglewood, a low-income community near Los Angeles. The proposal was a part of Wal-Mart's strategy to bring its supercenter format to California. Introduced in the late 1980s, supercenters added a... View Details
      Keywords: Goals and Objectives; Expansion; Market Entry and Exit; Corporate Strategy; Labor Unions; Conflict and Resolution; Retail Industry; Los Angeles
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      Oberholzer-Gee, Felix. "Wal-Mart's Business Environment." Harvard Business School Case 706-453, January 2006. (Revised December 2006.)
      • June 2005 (Revised May 2006)
      • Case

      Covisint (A): The Evolution of a B2B Marketplace

      By: Lynda M. Applegate and Elizabeth Collins
      Ford Motor Co., General Motors, and DaimlerChrysler--the three original equipment manufacturers (OEMs) that dominated the automotive industry throughout the 20th century--launched Covisint in February 2000 as an industry supply chain exchange that would drive out cost... View Details
      Keywords: Business Model; Supply Chain Management; Business Startups; Management Teams; Manufacturing Industry; Auto Industry; United States
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      Applegate, Lynda M., and Elizabeth Collins. "Covisint (A): The Evolution of a B2B Marketplace." Harvard Business School Case 805-110, June 2005. (Revised May 2006.)
      • June 2005 (Revised January 2008)
      • Case

      Good Technology: Empowering Mobility Around the Globe (A)

      By: Geoffrey G. Jones and Adam Minnick
      Describes the global growth of Good Technology, a Silicon Valley start-up in wireless handheld computing software and service. Reviews the evaluation of wireless standards, the emergence of the world wireless market for voice and data, and the growth of the major firms... View Details
      Keywords: Business Startups; Entrepreneurship; Globalized Firms and Management; Partners and Partnerships; Expansion; Wireless Technology; Communications Industry; Communications Industry; California
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      Jones, Geoffrey G., and Adam Minnick. "Good Technology: Empowering Mobility Around the Globe (A)." Harvard Business School Case 805-139, June 2005. (Revised January 2008.)
      • April 2005 (Revised March 2007)
      • Case

      eAccess, Ltd.

      By: Thomas R. Eisenmann, Masako Egawa and Ariko Ota
      The managers of eAccess, Japan's third largest provider of digital subscriber line (DSL) service, must decide whether to enter the mobile communications business. Japan's mobile services are among the world's most expensive, and incumbent carriers' profits are high. To... View Details
      Keywords: Information Infrastructure; Diversification; Policy; Business Startups; Mobile and Wireless Technology; Communications Industry; Communications Industry; Japan
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      Eisenmann, Thomas R., Masako Egawa, and Ariko Ota. "eAccess, Ltd." Harvard Business School Case 805-117, April 2005. (Revised March 2007.)
      • April 2005 (Revised October 2007)
      • Case

      Candy Land: The Utopian Vision of Milton Hershey

      By: Nancy F. Koehn and Erica Helms
      Explores the life, work, and achievements of Milton S. Hershey. Analyzes his entrepreneurial achievements, including the creation of the Hershey bar, the founding of the business, and the development of the mass market for chocolate. Also investigates the broader... View Details
      Keywords: Entrepreneurship; Leadership; Corporate Social Responsibility and Impact; Creativity; Business and Community Relations
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      Koehn, Nancy F., and Erica Helms. "Candy Land: The Utopian Vision of Milton Hershey." Harvard Business School Case 805-066, April 2005. (Revised October 2007.)
      • January 2005 (Revised October 2005)
      • Case

      Private Capital and Public Policy: Standard & Poor's Sovereign Credit Ratings

      By: Rawi E. Abdelal and Christopher Bruner
      Describes Standard & Poor's sovereign credit ratings business. Provides background on the history of credit ratings agencies, the meaning of credit ratings, the expansion of the sovereign ratings business over recent decades, and the market for credit ratings. Also,... View Details
      Keywords: Sovereign Finance; History; Policy; Business and Government Relations; International Finance; Country; Globalized Economies and Regions; Decision Choices and Conditions; Capital Markets; Debates; Financial Services Industry; United States
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      Abdelal, Rawi E., and Christopher Bruner. "Private Capital and Public Policy: Standard & Poor's Sovereign Credit Ratings." Harvard Business School Case 705-026, January 2005. (Revised October 2005.)
      • December 2004 (Revised May 2005)
      • Case

      Nestle: Sustainable Agriculture Initiative

      By: Forest L. Reinhardt
      Swiss food giant Nestle attempts to improve the performance of its suppliers of agricultural commodities to raise quality, lower costs, and contribute to sustainable development. Its initiatives focus first on coffee, cocoa, and milk. Nestle managers assert that the... View Details
      Keywords: Corporate Social Responsibility and Impact; Environmental Sustainability; Social Issues; Business and Community Relations; Corporate Strategy; Agribusiness; Supply Chain Management; Marketing Strategy; Value Creation; Food and Beverage Industry; Agriculture and Agribusiness Industry
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      Reinhardt, Forest L. "Nestle: Sustainable Agriculture Initiative." Harvard Business School Case 705-018, December 2004. (Revised May 2005.)
      • November 2004 (Revised April 2009)
      • Case

      Launching the New MINI

      By: Douglas B. Holt and John A. Quelch
      Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details
      Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States
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      Holt, Douglas B., and John A. Quelch. "Launching the New MINI." Harvard Business School Multimedia/Video Case 505-020, November 2004. (Revised April 2009.)
      • October 2004 (Revised July 2010)
      • Case

      Product Team Cialis: Getting Ready to Market

      By: Elie Ofek
      Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details
      Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry
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      Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
      • September 2004 (Revised June 2005)
      • Case

      QUALCOMM, Inc. 2004

      By: David B. Yoffie, Pai-Ling Yin and Elizabeth Kind
      QUALCOMM, Inc. had transitioned from a fledgling startup into a Fortune 500 wireless technology leader. Its CDMA technology was considered the preeminent technology and was the world's fastest growing wireless communications technology. CEO Irwin Jacobs had a number of... View Details
      Keywords: Business Startups; Government and Politics; Leadership Style; Resource Allocation; Product Positioning; Problems and Challenges; Information Technology; Mobile and Wireless Technology; China; India
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      Yoffie, David B., Pai-Ling Yin, and Elizabeth Kind. "QUALCOMM, Inc. 2004." Harvard Business School Case 705-401, September 2004. (Revised June 2005.)
      • August 2004 (Revised July 2006)
      • Case

      PROPECIA TM: Helping Make Hair Loss History

      By: Marta Wosinska and Youngme E. Moon
      In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details
      Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry
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      Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
      • August 2004 (Revised February 2006)
      • Case

      Marketing James Patterson

      By: John A. Deighton
      Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
      Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
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      Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
      • July 2004 (Revised March 2006)
      • Case

      RosettaNet and ebXML: Betting on the Right eBusiness Standard

      By: F. Warren McFarlan and Veronika Belokhvostova
      A major enterprise software company must select which technologies to support, based on their long-term and short-term viability and benefits. The protagonist is involved in the release of the B2B integration component of major enterprise software whose purpose is to... View Details
      Keywords: Communication Technology; Customer Focus and Relationships; Markets; Standards; Science-Based Business; Situation or Environment; Applications and Software; Technology Adoption; Information Technology Industry
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      McFarlan, F. Warren, and Veronika Belokhvostova. "RosettaNet and ebXML: Betting on the Right eBusiness Standard." Harvard Business School Case 305-006, July 2004. (Revised March 2006.)
      • July 2004 (Revised December 2004)
      • Case

      RelayHealth

      By: Joseph B. Lassiter III and Elizabeth Kind
      RelayHealth provides secure, online communications for doctors, patients, and health plans. The company's services include online consultations, prescription renewals, and appointment scheduling. RelayHealth's business model derives subscription revenue from doctors... View Details
      Keywords: Communication Technology; Internet and the Web; Consumer Behavior; Entrepreneurship; Health Care and Treatment; Growth and Development Strategy; Health Industry; Telecommunications Industry
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      Lassiter, Joseph B., III, and Elizabeth Kind. "RelayHealth." Harvard Business School Case 805-021, July 2004. (Revised December 2004.)
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