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      • Faculty Publications  (580)

      Marketing CommunicationsRemove Marketing Communications →

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      • 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.
      • September 2000 (Revised September 2005)
      • Case

      New Beetle, The

      By: Rajiv Lal and Nilanjana R. Pal
      Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to... View Details
      Keywords: Decisions; Leadership; Marketing; Marketing Communications; Product Positioning; Market Entry and Exit; Sales; Auto Industry; United States
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      Lal, Rajiv, and Nilanjana R. Pal. "New Beetle, The." Harvard Business School Case 501-023, September 2000. (Revised September 2005.)
      • August 2000 (Revised September 2005)
      • Case

      Callaway Golf Company

      By: Rajiv Lal and Edie Prescott
      Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in... View Details
      Keywords: Marketing Strategy; Crisis Management; Communication Strategy; Product; Business Strategy; Change Management; Competitive Advantage
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      Lal, Rajiv, and Edie Prescott. "Callaway Golf Company." Harvard Business School Case 501-019, August 2000. (Revised September 2005.)
      • July 2000 (Revised July 2001)
      • Case

      Sycamore Networks

      By: Joseph B. Lassiter III and Daniel J. Green
      Founders Desh Deshpande and Dan Smith reflect on Sycamore's sales strategies and consider how going public might affect the morale of its key employees. In the optical networking sector, technological change and exploding demand has created a market for talent in which... View Details
      Keywords: Applied Optics; Entrepreneurship; Sales; Business Strategy; Initial Public Offering; Retention; Employees; Communication Technology; Technological Innovation; Communications Industry; Communications Industry
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      Lassiter, Joseph B., III, and Daniel J. Green. "Sycamore Networks." Harvard Business School Case 801-076, July 2000. (Revised July 2001.)
      • June 2000 (Revised March 2002)
      • Teaching Note

      Iridium LLC TN

      By: Benjamin C. Esty
      Teaching Note for (9-200-039). View Details
      Keywords: Financing and Loans; Risk and Uncertainty; Information Technology; Insolvency and Bankruptcy; Financial Strategy; Performance; Valuation; Forecasting and Prediction; Demand and Consumers; Communications Industry
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      Esty, Benjamin C. "Iridium LLC TN." Harvard Business School Teaching Note 200-050, June 2000. (Revised March 2002.)
      • May 2000
      • Supplement

      Launching the BMW Z3 Roadster

      By: Robert J. Dolan and Susan M. Fournier
      Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
      Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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      Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
      • January 2000
      • Case

      The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

      By: Jill Avery and Gerald Zaltman
      An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details
      Keywords: Brand Management; Brand Equity; Brand Communication; Brand & Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry
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      Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.
      • January 2000 (Revised October 2002)
      • Case

      Cambridge Hospital Community Health Network - The Primary Care Unit

      By: V.G. Narayanan, Lisa Brem and Ryan Moore
      The Cambridge Hospital Community Health Network needed to gain a better understanding of its unit-of-service costs, which had been rising at a rate of 10% per year. The network's step-down costing system gave only aggregate costing information, and there was some... View Details
      Keywords: Activity Based Costing and Management; Health Care and Treatment; Cost Accounting; Cost; Network Effects; Health Industry; Service Industry; Massachusetts
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      Narayanan, V.G., Lisa Brem, and Ryan Moore. "Cambridge Hospital Community Health Network - The Primary Care Unit." Harvard Business School Case 100-054, January 2000. (Revised October 2002.)
      • January 2000 (Revised June 2000)
      • Case

      Alloy.com: Marketing to Generation Y

      By: John A. Deighton and Gil McWilliams
      A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details
      Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry
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      Deighton, John A., and Gil McWilliams. "Alloy.com: Marketing to Generation Y." Harvard Business School Case 500-048, January 2000. (Revised June 2000.) (request a courtesy copy.)
      • December 1999 (Revised March 2002)
      • Case

      Hunter Business Group: TeamTBA

      By: Das Narayandas and Elizabeth R. Caputo
      The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of... View Details
      Keywords: Communication Technology; Marketing Communications; Marketing Reference Programs; Marketing Strategy; Market Participation; Sales; Value Creation; Consulting Industry
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      Narayandas, Das, and Elizabeth R. Caputo. "Hunter Business Group: TeamTBA." Harvard Business School Case 500-030, December 1999. (Revised March 2002.)
      • November 1999 (Revised June 2000)
      • Case

      FairMarket: Managing Business Development

      By: William A. Sahlman, Michael J. Roberts and Cathy Taylor
      Describes the evolution of FairMarket, a provider of turnkey auction services to community and merchant Web sites. Describes several deals that the CEO must negotiate, requiring a view of the company's valuation. View Details
      Keywords: Partners and Partnerships; Internet and the Web; Valuation; Negotiation Deal; Auctions; Growth and Development Strategy; Web Services Industry
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      Sahlman, William A., Michael J. Roberts, and Cathy Taylor. "FairMarket: Managing Business Development." Harvard Business School Case 800-212, November 1999. (Revised June 2000.)
      • November 1999 (Revised March 2003)
      • Case

      Webvan: Groceries on the Internet

      By: John A. Deighton and Kayla Bakshi
      What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and... View Details
      Keywords: Business Model; Experience and Expertise; Investment; Information; Marketing; Distribution Channels; Service Delivery; Cognition and Thinking; Internet and the Web; Retail Industry; Service Industry
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      Deighton, John A., and Kayla Bakshi. "Webvan: Groceries on the Internet." Harvard Business School Case 500-052, November 1999. (Revised March 2003.)
      • November 1999
      • Case

      net.Genesis, Inc.

      By: Robert J. Dolan, Rajiv Lal and Perry Fagan
      Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it. View Details
      Keywords: Emerging Markets; Strategic Planning; Expansion; Brands and Branding; Knowledge Use and Leverage; Marketing Communications; Internet and the Web; Change Management
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      Dolan, Robert J., Rajiv Lal, and Perry Fagan. "net.Genesis, Inc." Harvard Business School Case 500-009, November 1999.
      • November 1999 (Revised June 2006)
      • Case

      DLJdirect: "Putting Our Reputation Online"

      By: Thomas R. Eisenmann and Gillian Morris
      Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details
      Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry
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      Eisenmann, Thomas R., and Gillian Morris. DLJdirect: "Putting Our Reputation Online". Harvard Business School Case 800-164, November 1999. (Revised June 2006.)
      • October 1999 (Revised March 2000)
      • Case

      HP Consumer Products Business Organization: Distributing Printers via the Internet

      By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott
      In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details
      Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry
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      Lal, Rajiv, Kirthi Kalyanam, Shelby Mc Intyre, and Edie Prescott. "HP Consumer Products Business Organization: Distributing Printers via the Internet." Harvard Business School Case 500-021, October 1999. (Revised March 2000.)
      • September 1999 (Revised June 2001)
      • Case

      eBay, Inc.

      By: Stephen P. Bradley and Kelley Porter
      eBay was the world's largest and most popular person-to-person trading community on the Internet. In early 1999, the company was doing very well and seemed to have solved many of its early problems. However, on March 30, 1999, Amazon.com announced that it was entering... View Details
      Keywords: Technological Innovation; Growth and Development Strategy; Marketing Strategy; Planning; Competition; Competitive Strategy; Competitive Advantage; Retail Industry; Web Services Industry
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      Bradley, Stephen P., and Kelley Porter. "eBay, Inc." Harvard Business School Case 700-007, September 1999. (Revised June 2001.)
      • September 1999 (Revised February 2004)
      • Case

      WebSpective Software, Inc. (A)

      By: Michael J. Roberts, Joseph B. Lassiter III, John T. Gourville and Sun Ming Wong
      Describes the situation at WebSpective, a software company that develops products to help companies manage the network of servers that support their Websites. Describes the use of "concept engineering" tools to interview customers, determine their needs and the... View Details
      Keywords: Entrepreneurship; Management Practices and Processes; Customers; Customer Focus and Relationships; Communication Intention and Meaning; Product Development; Product Marketing; Management Analysis, Tools, and Techniques; Customer Satisfaction; Marketing Strategy; Information Technology Industry
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      Roberts, Michael J., Joseph B. Lassiter III, John T. Gourville, and Sun Ming Wong. "WebSpective Software, Inc. (A)." Harvard Business School Case 800-136, September 1999. (Revised February 2004.)
      • August 1999 (Revised May 2000)
      • Case

      E Ink

      By: Teresa M. Amabile and Susan Archambault
      E Ink is a high-technology start-up attempting to revolutionize print communication through electronic ink displays. The founders and top managers of this two-year-old firm are striving to translate a technological breakthrough into a working prototype, move from... View Details
      Keywords: Customer Focus and Relationships; Entrepreneurship; Technological Innovation; Business or Company Management; Growth and Development Strategy; Industry Structures; Organizational Structure; Commercialization; Technology; Information Technology Industry
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      Amabile, Teresa M., and Susan Archambault. "E Ink." Harvard Business School Case 800-143, August 1999. (Revised May 2000.)
      • June 1999
      • Case

      Major League Baseball--1999

      By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
      Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
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      Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "Major League Baseball--1999." Harvard Business School Case 599-121, June 1999.
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