Publications

January 1986 (Revised December 1986)
Case

Smartfood

By: William A. Sahlman

Contains a description of a major financing decision confronting the management and advisors of Smartfood, Inc., a company which hopes to market a cheese flavored popcorn product. The primary pedagogic objective is to teach students about matching the financing plan... View Details

Keywords: Venture Capital; Financing and Loans; Financial Strategy; Corporate Entrepreneurship; Market Entry and Exit; Decision Choices and Conditions; Financial Management; Food and Beverage Industry

September 1985
Case

H.J. Heinz Co.: Plastic Bottle Ketchup (B)

The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation. View Details

Keywords: Distribution; Crisis Management; Innovation and Invention; Product Marketing; Food and Beverage Industry

September 1985 (Revised September 1987)
Case

H.J. Heinz Co.: Plastic Bottle Ketchup (A)

The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it. View Details

Keywords: Decisions; Food; Product Launch; Innovation and Invention; Food and Beverage Industry

September 1984 (Revised September 1993)
Case

Nestle S.A.: International Marketing (A)

A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details

Keywords: Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Food and Beverage Industry; Switzerland

August 1984 (Revised June 1985)
Teaching Note

Federal Trade Commission and the Shared Monopoly Case against the Ready-to-Eat Cereal Manufacturers, Teaching Note

By: Richard S. Tedlow

Keywords: Monopoly; Food and Beverage Industry; United States

June 1984
Case

Federal Trade Commission and the Shared Monopoly Case against the Ready-to-Eat Cereal Manufacturers

By: Thomas K. McCraw and Richard S. Tedlow

Keywords: Business and Government Relations; Monopoly; Courts and Trials; Food and Beverage Industry; United States

May 1984 (Revised August 1987)
Case

Raymond Mushroom Corp.

By: Benson P. Shapiro

In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details

Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry

November 1983 (Revised June 1985)
Case

Pepsi-Cola United Kingdom (A)

By: Benson P. Shapiro and Edward J. Hoff

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details

Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States

1982
Chapter

The Capacity Expansion Process in a Growing Oligopoly: The Case of Corn Wet Milling

By: A. Michael Spence and M. E. Porter

Keywords: Plant-Based Agribusiness; Duopoly and Oligopoly; Food; Performance Capacity; Expansion; Food and Beverage Industry; Food and Beverage Industry

July 1982 (Revised December 1984)
Case

Esmark, Inc. (A)

By: William E. Fruhan Jr.

Involves the management of a firm with a market value of a going concern that is less than its breakup value. How does management maximize value for shareholders in this environment? View Details

Keywords: Finance; Markets; Business and Shareholder Relations; Value; Food and Beverage Industry

June 1981 (Revised August 1985)
Case

Shopfair Supermarkets (A)

The marketing vice president of the leading supermarket chain in a major metropolitan area has to plan his 1981 strategy in light of increasing warehouse store competition. Considers relationships with major manufacturers who are supplying warehouse stores with deal... View Details

Keywords: Competition; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry

February 1980 (Revised April 1981)
Case

Poland Spring Bottling Corp.

By: Benson P. Shapiro

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited... View Details

Keywords: Product Marketing; Product Positioning; Competition; Globalized Markets and Industries; Food and Beverage Industry; Food and Beverage Industry; United States

1978
Chapter

The Marketing Factor for Nonconventional-Protein Products

By: James E. Austin, J. A. Quelch, Joe R. D'Cruz and Edward T. Popper

Keywords: Food; Product Marketing; Food and Beverage Industry

January 1978 (Revised April 1994)
Case

Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion

By: Stephen A. Greyser

Keywords: Advertising; Marketing; Strategy; Food and Beverage Industry

February 1977
Background Note

Food Marketing: What Role for Nutrition?

By: James E. Austin

Keywords: Marketing; Food; Nutrition

April 1975 (Revised November 1988)
Case

La Grande Alliance-Restaurant Francaise

By: Claudine B. B. Malone and Carliss Y. Baldwin

Pricing of meals for exclusive French restaurant. View Details

Keywords: Price; Product Marketing; Food and Beverage Industry; Food and Beverage Industry

November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry