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      • Faculty Publications  (608)

      Demand ManagementRemove Demand Management →

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      • 2008
      • Chapter

      Allocating Marketing Resources

      By: Sunil Gupta and Thomas J. Steenburgh

      Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

      Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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      Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
      • May 2008
      • Case

      Thomas Green: Power, Office Politics and a Career in Crisis

      By: W. Earl Sasser Jr. and Heather Beckham
      The case describes the dilemma of a marketing manager, Thomas Green, who, after being rapidly promoted, is harshly criticized by his boss, Frank Davis. Green and Davis disagree on work styles and market projections. Green believes the sales goals set by Davis are based... View Details
      Keywords: Superior & Subordinate; Performance Management; Personal Strategy & Style; Management Style; Conflict Management; Communication; Rank and Position; Personal Characteristics; Power and Influence
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      Sasser, W. Earl, Jr., and Heather Beckham. "Thomas Green: Power, Office Politics and a Career in Crisis." Harvard Business School Brief Case 082-095, May 2008.
      • April 2008 (Revised March 2014)
      • Case

      Flying J (A)

      By: Rohit Deshpande and Lauren Barley
      The largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether... View Details
      Keywords: Decision Choices and Conditions; Growth and Development Strategy; Price; Consumer Behavior; Non-Renewable Energy; Energy Industry; United States
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      Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.)
      • April 2008
      • Teaching Note

      Marketing Chateau Margaux (TN)

      By: John A. Deighton and Leyland Pitt
      Teaching Note for [507033]. View Details
      Keywords: Brands and Branding; Management Teams; Distribution; Sales; Market Entry and Exit; Price; Luxury; Demand and Consumers; Growth and Development Strategy; Governance Controls; Food and Beverage Industry; France
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      Deighton, John A., and Leyland Pitt. "Marketing Chateau Margaux (TN)." Harvard Business School Teaching Note 508-107, April 2008.
      • March 2008 (Revised August 2009)
      • Case

      Linden Lab: Opening Second Life

      By: Thomas R. Eisenmann and Alison Berkley Wagonfeld
      In early 2008, managers in Linden Lab, creator of the virtual world Second Life, faced decisions about the company's strategy. Despite profound initial skepticism about demand for a user-generated virtual world that was not a traditional game, Second Life had achieved... View Details
      Keywords: Business Growth and Maturation; Decision Choices and Conditions; Entrepreneurship; Growth and Development Strategy; Open Source Distribution; Partners and Partnerships; Software
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      Eisenmann, Thomas R., and Alison Berkley Wagonfeld. "Linden Lab: Opening Second Life." Harvard Business School Case 808-114, March 2008. (Revised August 2009.)
      • March 2008
      • Article

      When Growth Stalls

      By: Matthew S. Olson, Derek C. M. van Bever and Seth Verry
      This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. An abrupt and lasting drop in revenue growth is a crisis that can strike even the... View Details
      Keywords: Growth Strategy; Revenues; Crisis Management; Revenue; Growth and Development Strategy
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      Olson, Matthew S., Derek C. M. van Bever, and Seth Verry. "When Growth Stalls." Harvard Business Review 86, no. 3 (March 2008): 50–61.
      • 2008
      • Working Paper

      Allocating Marketing Resources

      By: Sunil Gupta and Thomas J. Steenburgh
      Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
      Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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      Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
      • January 2008 (Revised December 2011)
      • Case

      Inner Mongolia Yili Group: China's Pioneering Dairy Brand

      By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
      Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details
      Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China
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      Abrami, Regina M., William C. Kirby, F. Warren McFarlan, and Tracy Yuen Manty. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand." Harvard Business School Case 308-052, January 2008. (Revised December 2011.)
      • January 2008
      • Case

      Procter & Gamble Brazil (A): 2 1/2 Turnarounds

      By: Rosabeth Moss Kanter and Matthew Bird
      Juliana Azevedo Schahin, a local marketing director for Procter & Gamble in Sao Paulo, had worked closely with Tarek Fahahat, a regional executive based in Caracas, to solve the growth and profitability problems of P&G Brazil. They did so through the creation of... View Details
      Keywords: Innovation and Management; Growth and Development Strategy; Brands and Branding; Demand and Consumers; Product Development; Organizational Change and Adaptation; Expansion; Consumer Products Industry; Caracas
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      Kanter, Rosabeth Moss, and Matthew Bird. "Procter & Gamble Brazil (A): 2 1/2 Turnarounds." Harvard Business School Case 308-081, January 2008.
      • 2008
      • Simulation

      Pricing Simulation: Universal Car Rental

      By: John T. Gourville
      This web-based simulation presents an engaging context in which students develop their knowledge of pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three... View Details
      Keywords: Competition; Consumer Behavior; Price; Profit; Renting or Rental; Auto Industry; Service Industry; Miami; Orlando; Tampa
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      Gourville, John T. "Pricing Simulation: Universal Car Rental." Simulation and Teaching Note. Harvard Business School Publishing, 2008. Electronic.
      • November 2007
      • Case

      Differences at Work: Allie (A)

      By: Sandra J. Sucher and Rachel Gordon
      On a business trip, Allie's boss demands that she and a colleague skip planned company meetings and "meet him at the beach in their bikinis." View Details
      Keywords: Behavior; Managerial Roles; Ethics; Gender; Diversity; Power and Influence
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      Sucher, Sandra J., and Rachel Gordon. "Differences at Work: Allie (A)." Harvard Business School Case 408-037, November 2007.
      • November 2007
      • Case

      Antegren: A Beacon of Hope

      By: Joshua D. Margolis, Thomas J. DeLong and Terence Heymann
      The CEO of Biogen Idec faces a set of difficult decisions regarding a promising drug for Multiple Sclerosis that is headed for early approval by the FDA. The first in a series focuses on operational decisions triggered by the drive for early approval. Sparks discussion... View Details
      Keywords: Demand and Consumers; Leadership; Ethics; Corporate Social Responsibility and Impact; Decision Choices and Conditions; Crisis Management; Health Testing and Trials; Biotechnology Industry; Pharmaceutical Industry
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      Margolis, Joshua D., Thomas J. DeLong, and Terence Heymann. "Antegren: A Beacon of Hope." Harvard Business School Case 408-025, November 2007.
      • November 2007 (Revised May 2008)
      • Case

      Haier Hefei Electronics Co. (A)

      By: Lynn Sharp Paine
      The Haier Group, the first mainland Chinese company to make the Financial Times list of Asia's "most admired companies," attributes its success in large measure to the new value system it has sought to instill throughout the organization. However, when Haier takes over... View Details
      Keywords: Public Ownership; Business and Government Relations; Organizational Culture; Transformation; Ethics; Labor and Management Relations; Business or Company Management; Contracts; Electronics Industry; China
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      Paine, Lynn Sharp. "Haier Hefei Electronics Co. (A)." Harvard Business School Case 308-075, November 2007. (Revised May 2008.)
      • 2007
      • Book

      The CEO Within: Why Inside Outsiders Are the Key to Succession Planning

      By: Joseph L. Bower
      With rising CEO turnover, companies are increasingly looking outside for qualified candidates. Sure, externally recruited CEOs bring fresh perspectives and connections. But they lack the in-depth knowledge of the company's culture and history that they need to succeed.... View Details
      Keywords: Recruitment; Knowledge Use and Leverage; Leadership Development; Management Succession
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      Bower, Joseph L. The CEO Within: Why Inside Outsiders Are the Key to Succession Planning. Boston: Harvard Business School Press, 2007.
      • 2007
      • Book

      When Professionals Have to Lead: A New Model for High Performance

      By: Thomas J. DeLong, John J. Gabarro and Robert Lees
      For too long, professional services firms (PSFs) have relied on the "producer-manager" model, which works well in uncomplicated business environments. However, today's managing directors must balance conflicting roles, more demanding clients, tougher competitors, and... View Details
      Keywords: Leadership; Management Practices and Processes; Service Operations; Performance Effectiveness; Strategy
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      DeLong, Thomas J., John J. Gabarro, and Robert Lees. When Professionals Have to Lead: A New Model for High Performance. Harvard Business School Press, 2007.
      • October 2007
      • Module Note

      Managing Networked Businesses: Network Mobilization Module

      By: Thomas R. Eisenmann
      Keywords: Network Effects; Management
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      Eisenmann, Thomas R. "Managing Networked Businesses: Network Mobilization Module." Harvard Business School Module Note 808-079, October 2007.
      • September 2007
      • Supplement

      Leadership in Law: Amy Schulman at DLA Piper (Video Supplement)

      By: Boris Groysberg
      What does it take to build a successful career over time? Describes Amy Schulman's career progression and role as a star senior litigator and top executive at one of the world's largest law firms. It focuses on different stages in her career and what she did to be... View Details
      Keywords: Law; Personal Development and Career; Time Management; Work-Life Balance; Governing and Advisory Boards
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      Groysberg, Boris. "Leadership in Law: Amy Schulman at DLA Piper (Video Supplement)." Harvard Business School Video Supplement 408-701, September 2007.
      • September 2007 (Revised November 2007)
      • Case

      Bunge: Food, Fuel, and World Markets

      By: Tarun Khanna, Santiago Mingo and Jonathan West
      In 2007, Bunge, an agribusiness company, had over $26 billion in worldwide sales and was considered, along with Cargill and Archer Daniels Midland (ADM), one of three very integrated worldwide agribusiness companies. Headquartered in White Plains, NY, the company has... View Details
      Keywords: Globalized Firms and Management; Operations; Organizational Design; Situation or Environment; Strategy; Agriculture and Agribusiness Industry; White Plains; Brazil
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      Khanna, Tarun, Santiago Mingo, and Jonathan West. "Bunge: Food, Fuel, and World Markets." Harvard Business School Case 708-443, September 2007. (Revised November 2007.)
      • September 2007 (Revised November 2008)
      • Case

      Sinopec: Refining its Strategy

      By: Richard H.K. Vietor and Julia Galef
      China's oil industry, with majority ownership vested in the government, had engaged in an "equity oil" strategy for the past few years-acquiring equity interests in oil producing nations including Sudan, Angola, and Iran. Outside critics, however, suggested that the... View Details
      Keywords: Non-Renewable Energy; Equity; Foreign Direct Investment; Growth and Development Strategy; Demand and Consumers; State Ownership; Energy Industry; China
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      Vietor, Richard H.K., and Julia Galef. "Sinopec: Refining its Strategy." Harvard Business School Case 708-018, September 2007. (Revised November 2008.)
      • 2007
      • Working Paper

      Innovation through Global Collaboration: A New Source of Competitive Advantage

      By: Alan MacCormack, Theodore Forbath, Peter Brooks and Patrick Kalaher
      Many recent studies highlight the need to rethink the way we manage innovation. Traditional approaches, based on the assumption that the creation and pursuit of new ideas is best accomplished by a centralized and collocated R&D team, are rapidly becoming outdated.... View Details
      Keywords: Collaborative Innovation and Invention; Groups and Teams; Research and Development; Performance Improvement; Management Practices and Processes; Partners and Partnerships; Competency and Skills; Framework; Competitive Advantage; Global Strategy; Opportunities; Cost
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      MacCormack, Alan, Theodore Forbath, Peter Brooks, and Patrick Kalaher. "Innovation through Global Collaboration: A New Source of Competitive Advantage." Harvard Business School Working Paper, No. 07-079, July 2007. (revised August 2007.)
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