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Publications
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(2,757)
- Faculty Publications (590)
- March 2002 (Revised May 2003)
- Case
NeoPets, Inc.
By: Thomas R. Eisenmann and Elizabeth Kind
NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its... View Details
- March 2002 (Revised January 2003)
- Case
Microsoft: Positioning the Tablet PC
By: Youngme E. Moon and Christina L. Darwall
Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment... View Details
- January 2002 (Revised September 2022)
- Case
Aqualisa Quartz: Simply a Better Shower
By: Youngme E. Moon and Kerry Herman
Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details
- November 2001 (Revised March 2002)
- Case
Digital Angel
By: Youngme E. Moon and Kerry Herman
Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details
- September 2001 (Revised August 2005)
- Case
Microsoft in 2002
By: Michael G. Rukstad, David B. Yoffie, Carl Johnston and Tyrell Levine
Examines Microsoft's strategy and competitive position as it prepares to launch Windows XP. The discussion explores how Microsoft builds and sustains its competitive edge. View Details
- August 2001 (Revised June 2002)
- Case
IBM Software Solutions (A)
By: Michael L. Tushman, Charles A. O'Reilly III and Robert Chapman Wood
Executives and managers of key IBM software units struggle to make IBM a top player in the post-mainframe era. When one software unit introduces a visionary product with potential to create a new leadership position for the firm, the result is an epic conflict in the... View Details
- July 2001 (Revised December 2001)
- Case
American Express Interactive
Follows the protagonist, Sonia Sharpe, as she and her American Express Interactive Team attempt to develop and market an interactive, on-line, corporate travel service in a highly competitive environment. Looks at the possible resources and partnerships a company needs... View Details
Keywords: Corporate Entrepreneurship; Partners and Partnerships; Growth and Development Strategy; Competitive Strategy; Marketing Strategy; Product Positioning; Applications and Software; Technological Innovation; Global Strategy; Expansion; Information Technology; Vertical Integration; Financial Services Industry; Travel Industry
- March 2001 (Revised September 2005)
- Case
Ritz-Carlton Hotel Company, The
By: Sandra J. Sucher and Stacy McManus
In just seven days, the Ritz-Carlton transforms newly hired employees into "Ladies and Gentlemen Serving Ladies and Gentlemen." The case details a new hotel launch, focusing on the unique blend of leadership, quality processes, and values of self-respect and dignity,... View Details
- February 2001 (Revised November 2009)
- Case
Amazon.com (C)
At the end of 1998, Amazon.com founder and CEO Jeff Bezos ponders the next moves for his company. Having secured the leadership position as the leading online book seller in the United States, Amazon.com has now moved into the product categories of CDs and videos by... View Details
- January 2001
- Teaching Note
ZEFER: Building and Positioning an e-Business Consulting Company TN
By: Richard L. Nolan and George Francis Westerman III
- November 2000
- Case
Dean Foods
By: Ray A. Goldberg, David E. Bell, Ann Leamon and Kim Slack
After 50 years of successful growth, mostly by acquisition, Dean Foods, the nation's second-largest dairy processor, has established a division to develop and market branded products nationally. Can a $4 billion company rely on a $300 million growth vehicle? Is this... View Details
- November 2000 (Revised April 2004)
- Case
Airbus A3XX: Developing the World's Largest Commercial Jet (A)
By: Benjamin C. Esty and Michael Kane
In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,... View Details
- October 2000 (Revised July 2001)
- Case
Avon Products (A)
By: Lynn S. Paine and Greg Rogers
The general manager of Avon Mexico, Fernando Lezama, must decide whether to promote a woman to the position of vice president of sales. If appointed, the candidate would be the first female in all of Latin America to hold an executive position and one of the first... 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
Omnitel Pronto Italia
By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were... View Details
- August 2000 (Revised November 2001)
- Case
Edmunds.com (A)
By: Stephen P. Bradley and Christina Akers
Edmund's began in 1966 as a publisher of new and used vehicle guides and grew into one of the leading third-party automotive web sites of today. This case explores how Edmunds.com gained a competitive edge using strategic partnerships and alliances, as well as careful... View Details
- June 2000
- Case
Rebirth of the Swiss Watch Industry, 1980-1992 (A)
By: Michael L. Tushman and Daniel Radov
The Swiss watch industry has been devastated by new entrants from Asia in the low- and mid-priced watch segments. Japanese and Hong Kong firms have used quartz technology to lower costs dramatically. Nicolas Hayek, president of a Swiss consulting firm, is asked to help... View Details
- May 2000
- Exercise
Tyrell Web Developers Inc. (B)
By: Alan D. MacCormack and Andrew P. McAfee
An integrated exercise culminating in a team project to design and develop a Web site for a fictitious company. Puts students in the position of designing a Web site for a demanding client (a local pizza company). Students are given a (purposefully) brief description... 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
- March 2000
- Case
Heartport, Inc.
By: Gary P. Pisano and Shoshana Dobrow
Heartport, an entrepreneurial medical device maker, has introduced several innovative systems for conducting less-invasive cardiac surgery. Despite initially high expectations, the company has struggled to get its technology adopted by cardiac surgeons. The company's... View Details