Publications
Publications
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- All HBS Web
(3,219)
- Faculty Publications (597)
- 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
- 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
- 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
- 2001
- Other Unpublished Work
Clusters of Innovation Initiative: San Diego
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
- March 2001 (Revised April 2001)
- Case
Sustainable Development & Socially Responsible Investing: ABB in 2000
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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- June 2000 (Revised March 2002)
- Teaching Note
Iridium LLC TN
By: Benjamin C. Esty
Teaching Note for (9-200-039). View Details
- 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
- 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
- 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
- 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
- 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