Publications

August 2002 (Revised November 2016)
Background Note

Customer Profitability and Lifetime Value

By: Elie Ofek

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry

February 1986
Supplement

Kedaung Industrial Ltd., Video

By: Louis T. Wells Jr.

Presents an interview with the Indonesian partner of Corning Glass Works' investment in Indonesia. The first part of the interview sets out the original decisions made by the partners. It serves to introduce the partners to the class and to help them decide whether to... View Details

Keywords: Partners and Partnerships; Decisions; Investment; Consumer Products Industry; Indonesia

June 1986
Teaching Note

Loews Corp. (A), Teaching Note

By: David F. Hawkins

Keywords: Consumer Products Industry

June 1986
Teaching Note

Omega Novelty Shop: Economic vs. Accounting Concepts, Teaching Note

By: David F. Hawkins

Keywords: Economics; Accounting; Consumer Products Industry

February 1995 (Revised July 1995)
Case

Antmobel (A)

In the midst of a sales slump brought on by a recession in Spain, Antmobel's managers are presented with an opportunity to sell a substantial quantity of furniture in Uzbekistan. Management must decide whether the order fits with the company's strategy, capabilities,... View Details

Keywords: Global Strategy; Growth and Development Strategy; Consumer Products Industry; Uzbekistan; Spain

April 1994 (Revised April 1996)
Case

World Sugar Industry and Tate & Lyle

By: Nancy F. Koehn

Keywords: Consumer Products Industry

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

July 1995
Teaching Note

Merloni Elettrodomestici SpA: The Transit Point Experiment TN

By: Janice H. Hammond

Teaching Note for (9-690-003). View Details

Keywords: Consumer Products Industry; Italy

December 1992 (Revised November 1993)
Case

General Electric: Major Appliance Business Group (Abridged)

By: Steven C. Wheelwright

Keywords: Consumer Products Industry

May 1989 (Revised January 1990)
Case

Pfaltzgraff Co. (A)

By: Janice H. Hammond

Keywords: Consumer Products Industry

January 1977
Teaching Note

Chaircraft Corp., Teaching Note

By: Steven C. Wheelwright

Teaching Note for (9-677-092). View Details

Keywords: Consumer Products Industry

October 1998 (Revised December 2001)
Case

Procter & Gamble: Always Russia

P&G has rapidly gained market leadership in Russia with the Always feminine protection brand. The distinctive emerging market strategies employed by P&G are discussed. In planning further market development, the management team faces three decisions: 1) whether to... View Details

Keywords: Strategy; Emerging Markets; Planning; Consumer Products Industry; Russia

February 1998 (Revised February 1999)
Case

Amway Japan Limited

In April 1997, the president of Amway Japan (AJL, Tokyo, Japan), pondered how to reverse the first performance decline the company has experienced since entering the Japanese direct selling market in 1979. Established as the tenth overseas subsidiary of Amway Corp. of... View Details

Keywords: Strategic Planning; Motivation and Incentives; Business Subsidiaries; Distribution Channels; Customer Satisfaction; Consumer Products Industry; Michigan; Tokyo

March 1991
Teaching Note

Procter & Gamble Co. (A), Teaching Note

By: Frank V. Cespedes

Teaching Note for (9-584-047). View Details

Keywords: Advertising; Brands and Branding; Product Positioning; Product Launch; Consumer Products Industry

May 1986 (Revised August 1987)
Supplement

Gillette Co.: Dry Idea Advertising (A), Video Introduction

Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. View Details

Keywords: Advertising; Consumer Products Industry

May 1986 (Revised January 1989)
Case

Gillette Co.: Dry Idea Advertising (A), The Creative Problem

Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus... View Details

Keywords: Creativity; Advertising; Product Marketing; Consumer Products Industry; United States

January 1974 (Revised January 1987)
Case

Gillette Safety Razor Division: Blank Cassette Project

Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether... View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Market Entry and Exit; Consumer Products Industry