Publications
Publications
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(2,319)
- Faculty Publications (559)
- November 2001 (Revised September 2002)
- Case
Four Products: Predicting Diffusion
One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these... View Details
- October 2001 (Revised April 2002)
- Case
Calgene, Inc.
By: Ray A. Goldberg and John T. Gourville
In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the... View Details
- August 2001 (Revised November 2001)
- Case
Vicinity Corporation: Turning Web Traffic into Store Traffic
By: Frances X. Frei, David Margalit and Amanda Yelsh
Vicinity uses its Internet and m-commerce technology to help drive traffic into its customers' physical distribution outlets. The company has terrific technology and is seemingly successful in getting more consumers into its customers' stores, yet it is in a precarious... View Details
- August 2001 (Revised September 2002)
- Case
Sony PlayStation2 (A)
By: Rohit Deshpande and Seth Schulman
In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain... View Details
- February 2001
- Case
PlanetFeedback: The Voice of One ... The Power of Many (A)
By: James L. Heskett
The management of PlanetFeedback in proposes a merger with Intelliseek. Their goal is to create a comprehensive C2B and B2B business focused on the generation and analysis for business clients of consumer feedback data via the Internet, Planet Feedback's board of... 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
- February 2001 (Revised August 2001)
- Case
Henry Heinz: Making Markets for Processed Foods
By: Nancy F. Koehn
Outlines many of the supply-side innovations, such as improved transportation, communication, and technological developments, that greatly expanded the productive capacity of the United States in the late 19th century. Explores a range of demand-side shifts, including... View Details
- December 2000
- Background Note
Internet Access Providers
By: Thomas R. Eisenmann and Daniel Green
Describes the Internet access provider business model. First, it defines the model and presents different ways to categorize access providers. Second, it offers a summary of the various ways that Internet access providers create value for their customers. Next, it... View Details
- October 2000 (Revised August 2001)
- Teaching Note
Alloy.com: Marketing to Generation Y TN
By: John A. Deighton
Teaching Note for (9-500-048). 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
- 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
- June 2000 (Revised March 2002)
- Teaching Note
Iridium LLC TN
By: Benjamin C. Esty
Teaching Note for (9-200-039). View Details
- March 2000
- Article
Intimate Exchanges: Using Computers to Elicit Self-disclosure from Consumers
By: Y. Moon
- February 2000 (Revised August 2000)
- Case
Priceline WebHouse Club
By: Thomas R. Eisenmann and Jon K Rust
Priceline empowered consumers to "name their own price" for airline tickets and hotel rooms; then it shopped these offers to marketers. Priceline's founder Jay Walker described the resulting transactions as a new ecosystem, that helped consumers realize lower prices... View Details
- February 2000 (Revised December 2000)
- Case
Staples.com
By: Thomas R. Eisenmann, Joanna M. Jacobson and Gillian Morris
Staples.com, the online unit of the U.S. office supplies retailing chain Staples, faces a range of strategic and organizational issues as it accelerates its growth. Should it pursue only existing Staples customers or consumers who do not shop in Staples stores? How... View Details
- February 2000 (Revised August 2000)
- Case
Priceline.com: Name Your Own Price
By: Robert J. Dolan
Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline... View Details
- February 2000 (Revised April 2001)
- Case
CNET 2000
By: Thomas R. Eisenmann and Pauline M Fischer
CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... 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
- 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