Publications
Publications
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- All HBS Web
(1,952)
- Faculty Publications (630)
- November 2003 (Revised September 2008)
- Case
Circle Gastroenterology Products (A)
By: Regina E. Herzlinger and James Weber
A new, minimally invasive medical device has achieved only one-third of its budget. Was the problem one of marketing strategy, sales, reimbursement, and/or clinical trials? View Details
- October 2003 (Revised February 2004)
- Case
Dividend Policy at Linear Technology
By: Malcolm P. Baker and Alison Berkley Wagonfeld
In 1992, Linear Technology, a designer and manufacturer of analog semiconductors, initiated a dividend. The firm increased its dividend by approximately $0.01 per share each year thereafter. In fiscal year 2002, Linear experienced its first significant drop in sales... View Details
- October 2003 (Revised December 2020)
- Case
Globalizing Consumer Durables: Singer Sewing Machine before 1914
By: Geoffrey Jones and David Kiron
Examines the global strategy of Singer, one of the world's first multinationals, before 1914. Singer, a U.S. pioneer of the modern sewing machine, established its first foreign factory in Scotland in 1867. Investments followed in manufacturing and marketing in other... View Details
- September 2003 (Revised January 2004)
- Case
Wal-Mart Stores in 2003
By: Pankaj Ghemawat, Stephen P. Bradley and Ken Mark
Examines Wal-Mart's development over three decades and provides financial and descriptive detail of its domestic operations. In 2003, Wal-Mart's Supercenter business has surpassed its domestic business as the largest generator of revenues. Its international operation... View Details
- September 2003 (Revised May 2006)
- Case
Eyeblaster: Enabling the Next Generation of Online Advertising
By: Elie Ofek
Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details
- August 2003 (Revised August 2006)
- Case
I've Got Rhythm: Selling Cardiac Rhythm Management Devices
By: Regina E. Herzlinger, William Lagor, Christopher Perry and Scott St. Germain
The head of sales and marketing in a large medical devices firm must decide how to assign his sales force. He compares selling in the pharma, specialty pharma, and device industries and analyzes the reasons for the differences. View Details
- July 2003 (Revised March 2004)
- Case
XM Satellite Radio (A)
By: David B. Godes and Elie Ofek
XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details
- June 2003 (Revised March 2006)
- Case
Modi-Revlon
By: Rohit Deshpande and Seth Schulman
The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales were very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority... View Details
- March 2003
- Background Note
Managing a Customer Relationship Over Time
By: Das Narayandas
Describes the different ways in which vendors can sell a portfolio of products to industrial customers. View Details
- September 2002
- Case
Align Technology, Inc.: Matching Manufacturing Capacity to Sales Demand
By: H. Kent Bowen and Jonathan P Groberg
Align Technology is a four-year-old medical products company that has invented a new product requiring new manufacturing processes. Demand for the new product has grown more slowly than initial forecasts predicted, and the cost structure is preventing the company from... View Details
- September 2002 (Revised January 2003)
- Case
Intrawest Corporation
By: Frances X. Frei, Daniel Rethazy and Corey B. Hajim
Describes the dilemma surrounding Intrawest's growth strategy for the future. The organization must decide whether to continue its present development tactic or use its expertise to diversify its resort products in terms of location and type or spin off associated... View Details
- September 2002 (Revised August 2003)
- Case
Genzyme's Gaucher Initiative: Global Risk and Responsibility
By: Christopher A. Bartlett and Andrew N. McLean
In Egypt, Genzyme's humanitarian commitment to treat all sufferers of the rare Gaucher disease worldwide first confronts its commercial imperative to recoup the huge investment required to bring the drug Cerezyme to market. Here Tomye Tierney must decide how to balance... View Details
- September 2002 (Revised July 2012)
- Case
Athleta
By: William A. Sahlman and Taslim Pirmohamed
The management team at Athleta is attempting to raise equity capital for the company in March 2002. Athleta is a catalog and online retailer of women's athletic clothing. The company has made substantial progress, with anticipated 2002 sales over $20 million, but has... View Details
- August 2002 (Revised January 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 1
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details
- August 2002 (Revised February 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 2
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
- August 2002
- Case
Siebel Systems: Anatomy of a Sale, Part 3
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
- August 2002 (Revised November 2016)
- Background Note
Customer Profitability and Lifetime Value
By: Elie Ofek
Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details
- July 2002
- Article
The Sale of Ideas: Strategic Disclosure, Property Rights, and Contracting
By: James J. Anton and Dennis A. Yao
Ideas are difficult to sell when buyers cannot assess an idea's value before it is revealed and sellers cannot protect a revealed idea. These problems exist in a variety of intellectual property sales ranging from pure ideas to poorly protected inventions and reflect... View Details
- June 2002 (Revised September 2002)
- Case
Pokemon: Gotta Catch 'Em All (Abridged)
By: Youngme E. Moon
Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details