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    • All HBS Web  (3,223)
      • Faculty Publications  (580)

      Marketing CommunicationsRemove Marketing Communications →

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      • October 2003 (Revised March 2004)
      • Case

      Symbian: Setting the Mobility Standard

      By: Fernando F. Suarez and Thomas R. Eisenmann
      Symbian, a joint venture owned by companies who collectively sold a dominant share of the world's cell phones, faced competition from Microsoft in developing the operating system for "smartphones," which integrated mobile communications and computing functions. In... View Details
      Keywords: Competition; Joint Ventures; Information Technology; Software; Wireless Technology; Mobile Technology; Information Technology Industry; Telecommunications Industry
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      Suarez, Fernando F., and Thomas R. Eisenmann. "Symbian: Setting the Mobility Standard." Harvard Business School Case 804-076, October 2003. (Revised March 2004.)
      • October 2003
      • Case

      Henry Tam and the MGI Team

      By: Jeffrey T. Polzer, Ingrid Vargas and Hillary Anger Elfenbein
      Within a short time frame, seven diverse team members assemble to write a business plan for a new company and struggle to define their roles, make decisions together, and resolve conflict. Henry Tam, a second-year Harvard MBA student, who joins an aspiring start-up... View Details
      Keywords: Interpersonal Communication; Business Plan; Groups and Teams; Decision Making; Jobs and Positions; Leadership Style; Human Resources; Management Teams; Conflict and Resolution; Diversity
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      Polzer, Jeffrey T., Ingrid Vargas, and Hillary Anger Elfenbein. "Henry Tam and the MGI Team." Harvard Business School Case 404-068, October 2003.
      • October 2003 (Revised August 2005)
      • Case

      American Legacy: Beyond the Truth Campaign

      By: Youngme E. Moon and Kerry Herman
      The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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      Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
      • August 2003 (Revised December 2004)
      • Case

      Peninsula Community Foundation

      By: James E. Austin, Jane Wei-Skillern and Alison Berkley Wagonfeld
      After leading the Peninsula Community Foundation (PCF) through a period of tremendous growth, its president, Sterling Speirn, is facing the prospect of a decline in the foundation's asset base for the first time in the foundation's history. In addition, the fact that... View Details
      Keywords: Philanthropy and Charitable Giving; Product Positioning; Planning; Alliances; Opportunities; Nonprofit Organizations; Valuation; Financial Services Industry
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      Austin, James E., Jane Wei-Skillern, and Alison Berkley Wagonfeld. "Peninsula Community Foundation." Harvard Business School Case 304-015, August 2003. (Revised December 2004.)
      • July 2003
      • Case

      CARE USA

      By: John A. Quelch
      CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. View Details
      Keywords: Nonprofit Organizations; Marketing Communications; Brands and Branding; United States
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      Quelch, John A., and Nathalie Laidler. "CARE USA." Harvard Business School Case 504-007, July 2003.
      • July 2003 (Revised March 2004)
      • Case

      XM Satellite Radio (A)

      By: David B. Godes and Elie Ofek
      XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details
      Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry
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      Godes, David B., and Elie Ofek. "XM Satellite Radio (A)." Harvard Business School Case 504-009, July 2003. (Revised March 2004.)
      • February 2003
      • Case

      UNICEF

      By: John A. Quelch
      In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the... View Details
      Keywords: Strategy; Nonprofit Organizations; Brands and Branding
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      Quelch, John A., and Nathalie Laidler. "UNICEF." Harvard Business School Case 503-032, February 2003.
      • September 2002 (Revised January 2013)
      • Case

      MedCath Corporation (A)

      By: Regina E. Herzlinger and Pete Stavros
      MedCath is a horizontally integrated chain of heart hospitals that partners with local cardiologists. It claims that its focus leads to better and cheaper results than those of an everything-for-everybody general hospital. Community hospitals generally vehemently... View Details
      Keywords: Medical Specialties; Market Entry and Exit; Service Delivery; Conflict and Resolution; Horizontal Integration; Health Industry
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      Herzlinger, Regina E., and Pete Stavros. "MedCath Corporation (A)." Harvard Business School Case 303-041, September 2002. (Revised January 2013.)
      • May 2002 (Revised October 2002)
      • Case

      Telewest Communications plc

      By: Lynda M. Applegate and Laure Mougeot Stroock
      Created in 1992, Telewest has become the second largest broadband communication provider in the United Kingdom, offering telephone, cable television, and cable Internet services, as well as television and online content to the U.K. entertainment market. The first to... View Details
      Keywords: Entrepreneurship; Technological Innovation; Growth and Development Strategy; Industry Structures; Competition; Competitive Strategy; Expansion; Telecommunications Industry; Europe; United Kingdom
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      Applegate, Lynda M., and Laure Mougeot Stroock. "Telewest Communications plc." Harvard Business School Case 802-011, May 2002. (Revised October 2002.)
      • 2002
      • Chapter

      Digital Marketing Communication

      By: J. A. Deighton and Patrick Barwise
      Keywords: Marketing Communications; Digital Marketing; Internet and the Web
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      Deighton, J. A., and Patrick Barwise. "Digital Marketing Communication." In Digital Marketing: Global Strategies from the World's Leading Experts, edited by Jerry Wind and Vijay Mahajan. New York: John Wiley & Sons, 2002.
      • January 2002 (Revised April 2002)
      • Case

      Space Data Corporation

      By: Alan D. MacCormack and Jay Wynn
      Space Data Corp. plans to partner with the U.S. National Weather Service to place transceivers on weather balloons and thereby create a national mobile communications network. The company is in the late development stages and is planning to launch a regional test that... View Details
      Keywords: Wireless Technology; Business Startups; Business Processes; Adaptation; Partners and Partnerships; Opportunities; Telecommunications Industry; Public Administration Industry; United States
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      MacCormack, Alan D., and Jay Wynn. "Space Data Corporation." Harvard Business School Case 602-121, January 2002. (Revised April 2002.)
      • September 2001 (Revised October 2018)
      • Case

      DIENA

      By: Robert Simons and Indra Reinbergs
      Requires students to draw a new organization structure diagram for a rapidly evolving business. A/S DIENA is a newspaper publisher founded during Latvia's 1990/91 struggle for independence from the USSR with a clear social mission to support democracy. With the help of... View Details
      Keywords: Employee Ownership; Organizational Design; Marketing Strategy; Managerial Roles; Growth and Development; Economic Systems; Publishing Industry; Journalism and News Industry; Latvia
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      Simons, Robert, and Indra Reinbergs. "DIENA." Harvard Business School Case 102-001, September 2001. (Revised October 2018.)
      • July 2001 (Revised March 2002)
      • Case

      Nasdaq Stock Market, Inc., The

      By: Andre F. Perold and Austin K Scee
      NASDAQ's mission "to facilitate capital formation" is threatened by the emergence of Electronic Communication Networks, which are not as heavily regulated by the SEC. This case reviews the development of NASDAQ and its evolution from a loose network of broker-dealers... View Details
      Keywords: Capital Markets; Stocks; Financial Markets; Governing Rules, Regulations, and Reforms; Innovation Strategy; Performance Efficiency; Perspective
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      Perold, Andre F., and Austin K Scee. "Nasdaq Stock Market, Inc., The." Harvard Business School Case 202-008, July 2001. (Revised March 2002.)
      • 2001
      • Other Unpublished Work

      Clusters of Innovation Initiative: San Diego

      By: Michael E. Porter
      The study contains a conceptual framework for assessing the competitiveness of regional economies, an analysis of the San Diego region overall, as well as detailed assessments of two representative clusters—biotechnology/pharmaceuticals and communications. The report... View Details
      Keywords: Clusters; Economics; Industry Clusters; Economy; Growth and Development; Communications Industry; Communications Industry; Communications Industry; San Diego
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      Porter, Michael E. "Clusters of Innovation Initiative: San Diego." Council on Competitiveness, Washington, DC, May 2001. (Report.)
      • March 2001 (Revised April 2001)
      • Case

      Sustainable Development & Socially Responsible Investing: ABB in 2000

      By: Forest L. Reinhardt
      Several investment firms and mutual funds position themselves as providers or facilitators of opportunities for socially responsible investment. This case addresses the impact of these firms on publicly traded companies. Focuses on managers at ABB, a large... View Details
      Keywords: Investment; Corporate Social Responsibility and Impact; Environmental Sustainability; Social Enterprise; Corporate Governance; Business Strategy; Capital Markets; Management Teams; Business and Community Relations; Trade; Electronics Industry; Switzerland
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      Reinhardt, Forest L. "Sustainable Development & Socially Responsible Investing: ABB in 2000." Harvard Business School Case 701-082, March 2001. (Revised April 2001.)
      • December 2000 (Revised March 2001)
      • Background Note

      Strategic Use of Music in Marketing, The: A Selective Review

      By: Gerald Zaltman and Nancy Puccinelli
      Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas. View Details
      Keywords: Communication Intention and Meaning; Music Entertainment; Marketing Strategy; Consumer Behavior; Behavior
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      Zaltman, Gerald, and Nancy Puccinelli. "Strategic Use of Music in Marketing, The: A Selective Review." Harvard Business School Background Note 501-056, December 2000. (Revised March 2001.)
      • October 2000 (Revised May 2001)
      • Case

      Editora Abril S.A.

      By: Michael Y. Yoshino and Perry Fagan
      Brazil's media conglomerate Editora Abril S.A. is Latin America's largest publishing and printing company; it publishes books, and comic books, videos, maps, travel guides, music, and textbooks. It also owns Brazil's largest database marketing company, its... View Details
      Keywords: Business Conglomerates; Investment; Growth and Development Strategy; Marketing Communications; Market Design; Media; Service Delivery; Private Ownership; Expansion; Web Sites; Publishing Industry; Service Industry; Brazil
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      Yoshino, Michael Y., and Perry Fagan. "Editora Abril S.A." Harvard Business School Case 301-062, October 2000. (Revised May 2001.)
      • October 2000 (Revised March 2001)
      • Case

      BizRate.com

      By: Youngme E. Moon
      BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details
      Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry
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      Moon, Youngme E. "BizRate.com." Harvard Business School Case 501-024, October 2000. (Revised March 2001.)
      • September 2000 (Revised May 2003)
      • Case

      Radio One, Inc.

      By: Richard S. Ruback and Pauline M Fischer
      Radio One (NYSE: ROIA and RIOAK), the largest radio group targeting African-Americans in the country, had the opportunity to acquire 12 urban stations in the top 50 markets from Clear Channel Communications, Inc. (NYSE: CCU) in the winter of 2000. The stations were... View Details
      Keywords: Negotiation; Valuation; Race; Mergers and Acquisitions; Financial Strategy; Media and Broadcasting Industry; Indiana; United States; North Carolina
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      Ruback, Richard S., and Pauline M Fischer. "Radio One, Inc." Harvard Business School Case 201-025, September 2000. (Revised May 2003.)
      • September 2000
      • Case

      Guru.com

      By: Rajiv Lal and Ann Leamon
      An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. View Details
      Keywords: Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy
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      Lal, Rajiv, and Ann Leamon. "Guru.com." Harvard Business School Case 501-005, September 2000.
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