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      • Faculty Publications  (581)

      Marketing CommunicationRemove Marketing Communication →

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      • November 1997
      • Case

      National Pork Producers Council

      By: Ray A. Goldberg and Tom Clay
      Al Tank, CEO of the National Pork Products Council, is facing an environmental and structural crisis in the U.S. pork industry. Can he resolve the environmental and image problems of his industry in time? Can he receive the support of both his growers and the... View Details
      Keywords: Decision Choices and Conditions; Situation or Environment; Crisis Management; Environmental Sustainability; Business and Community Relations; Animal-Based Agribusiness; Industry Structures; Reputation; Food and Beverage Industry; Agriculture and Agribusiness Industry; United States
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      Goldberg, Ray A., and Tom Clay. "National Pork Producers Council." Harvard Business School Case 598-053, November 1997.
      • September 1997 (Revised October 1997)
      • Case

      Bayer AG (A)

      By: John A. Quelch
      Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess... View Details
      Keywords: Management Teams; Brands and Branding; War; Communication; Trademarks; Acquisition; Government and Politics; Biotechnology Industry; Pharmaceutical Industry; Germany; North America; United States
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      Quelch, John A., and Robin Root. "Bayer AG (A)." Harvard Business School Case 598-031, September 1997. (Revised October 1997.)
      • September 1997
      • Case

      Bayer AG (B)

      By: John A. Quelch
      Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details
      Keywords: Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany
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      Quelch, John A., and Robin Root. "Bayer AG (B)." Harvard Business School Case 598-032, September 1997.
      • August 1997
      • Case

      Orbital Sciences Corporation: ORBCOMM

      By: Das Narayandas and John A. Quelch
      In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details
      Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry
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      Narayandas, Das, and John A. Quelch. "Orbital Sciences Corporation: ORBCOMM." Harvard Business School Case 598-027, August 1997.
      • February 1997
      • Case

      Arch Communications Group, Inc.

      By: Krishna G. Palepu and Sarayu Srinivasan
      The market values Arch differently from analysts' values. View Details
      Keywords: Valuation; Framework; Forecasting and Prediction; Investment; Stocks
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      Palepu, Krishna G., and Sarayu Srinivasan. "Arch Communications Group, Inc." Harvard Business School Case 197-047, February 1997.
      • February 1997 (Revised January 2002)
      • Case

      Launching the BMW Z3 Roadster

      By: Robert J. Dolan and Susan M. Fournier
      James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
      Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America
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      Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Case 597-002, February 1997. (Revised January 2002.)
      • 1997
      • Chapter

      Winners and Losers--Industry Structure in the Converging World of Telecommunications, Computing, and Entertainment

      By: D. J. Collis, P. W. Bane and S. P. Bradley
      Keywords: Supply and Industry; Communication; Information Technology; Entertainment; Competition; Conflict and Resolution; Telecommunications Industry; Information Technology Industry; Entertainment and Recreation Industry
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      Collis, D. J., P. W. Bane, and S. P. Bradley. "Winners and Losers--Industry Structure in the Converging World of Telecommunications, Computing, and Entertainment." In Competing in the Age of Digital Convergence, edited by D. B. Yoffie. Boston: Harvard Business School Press, 1997.
      • October 1996 (Revised January 1998)
      • Case

      Sony Corporation: Car Navigation Systems

      By: John A. Quelch
      In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his... View Details
      Keywords: Geographic Location; Marketing Strategy; Product Launch; Standards; Mobile and Wireless Technology; Conflict and Resolution; Auto Industry; Electronics Industry; Japan
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      Quelch, John A., and Yoshinori Fujikawa. "Sony Corporation: Car Navigation Systems." Harvard Business School Case 597-032, October 1996. (Revised January 1998.)
      • October 1996 (Revised January 1997)
      • Case

      Mt. Auburn Hospital

      By: F. Warren McFarlan and Jaan Elias
      In December of 1993, two of Boston's largest and best known hospitals, Massachusetts General and Brigham and Women's, announced that they were setting aside their historic rivalry to form an alliance and build a regional health network. The announcement set off a wave... View Details
      Keywords: Health Care and Treatment; Negotiation Offer; Alliances; Networks; Social Enterprise; Horizontal Integration; Health Industry; Boston
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      McFarlan, F. Warren, and Jaan Elias. "Mt. Auburn Hospital." Harvard Business School Case 397-083, October 1996. (Revised January 1997.)
      • March 1996 (Revised November 1996)
      • Case

      Supermarkets in Inner Cities

      By: James E. Austin and Jaan Elias
      Excerpts from five articles that present the challenges and opportunities inherent in opening and operating supermarkets in inner-city neighborhoods. View Details
      Keywords: Urban Scope; Market Entry and Exit; Alliances; Business and Government Relations; Problems and Challenges; Development Economics; Business and Community Relations; Business Ventures; Strategic Planning; Cooperation
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      Austin, James E., and Jaan Elias. "Supermarkets in Inner Cities." Harvard Business School Case 796-145, March 1996. (Revised November 1996.)
      • December 1995
      • Case

      AT&T USADirect In-Language Service: India

      By: John A. Quelch
      AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, in-language international telephone service from India. View Details
      Keywords: Communication Technology; Demand and Consumers; Emerging Markets; Product Launch; Telecommunications Industry; United States; India
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      Quelch, John A. "AT&T USADirect In-Language Service: India." Harvard Business School Case 596-013, December 1995.
      • January 1995
      • Teaching Note

      Northern Telecom (A): Greenwich Investment Proposal (Condensed)and Northern Telecom (B): The Norstar Launch TN

      By: V. Kasturi Rangan
      Teaching Note for (9-594-051) and (9-593-104). View Details
      Keywords: Communication Technology; Investment; Product Launch; Product Development; Telecommunications Industry; Canada
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      Rangan, V. Kasturi. "Northern Telecom (A): Greenwich Investment Proposal (Condensed)and Northern Telecom (B): The Norstar Launch TN." Harvard Business School Teaching Note 595-078, January 1995.
      • January 1995 (Revised June 1995)
      • Case

      Note on Yield Conventions

      By: Andre F. Perold and Wai Lee
      Describes the principal conventions used to report yields on debt instruments. View Details
      Keywords: Investment Return; Capital Markets; Asset Management; Reports; Conferences; Governing and Advisory Boards
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      Perold, Andre F., and Wai Lee. "Note on Yield Conventions." Harvard Business School Case 295-101, January 1995. (Revised June 1995.)
      • October 1994 (Revised November 1994)
      • Case

      British Airways: Using Information Systems to Better Serve the Customer

      By: W. Earl Sasser and Norman Klein
      Explores the uses of scanning technology, interactive software, and powerful data bases to assist customer relations representatives in resolving customer complaints. Competitive alliances in international markets are noted, but the focus is on the evolving commitment... View Details
      Keywords: Debates; Customer Focus and Relationships; Globalized Markets and Industries; Service Delivery; Alliances; Information Technology; Aerospace Industry
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      Sasser, W. Earl, and Norman Klein. "British Airways: Using Information Systems to Better Serve the Customer." Harvard Business School Case 395-065, October 1994. (Revised November 1994.)
      • October 1994 (Revised April 1996)
      • Case

      Patricia Ostrander

      By: Nancy F. Koehn, Donald J. Edwards and Antonio F. Weiss
      Analyzes the career of former money manager Patricia Ostrander. Focuses on Ostrander's purchase of stock warrants issued in connection with the 1985 leveraged buyout of Storer Communications and on her later indictment and conviction for accepting unlawful... View Details
      Keywords: Leveraged Buyouts; Ethics; Capital Markets; Managerial Roles; Outcome or Result; United States
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      Koehn, Nancy F., Donald J. Edwards, and Antonio F. Weiss. "Patricia Ostrander." Harvard Business School Case 795-016, October 1994. (Revised April 1996.)
      • September 1994
      • Case

      Benetton: The "United Colors" Communications Campaigns

      By: James L. Heskett, Stephen A. Greyser and Norman Klein
      Keywords: Advertising Campaigns; Apparel and Accessories Industry
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      Heskett, James L., Stephen A. Greyser, and Norman Klein. Benetton: The "United Colors" Communications Campaigns. Harvard Business School Case 595-032, September 1994.
      • September 1994
      • Teaching Note

      Cunard Line,Ltd.: Managing Integrated Marketing Communications TN

      By: Stephen A. Greyser and Robert F Young
      Teaching Note for (9-594-046). View Details
      Keywords: Shipping Industry
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      Greyser, Stephen A., and Robert F Young. "Cunard Line,Ltd.: Managing Integrated Marketing Communications TN." Harvard Business School Teaching Note 595-028, September 1994.
      • June 1994 (Revised August 1994)
      • Case

      Cunard Line Ltd.: Managing Integrated Marketing Communications

      By: Stephen A. Greyser
      Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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      Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
      • June 1994 (Revised September 1994)
      • Background Note

      Commercializing Technology: Imaginative Understanding of User Needs

      By: Dorothy A. Leonard
      The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details
      Keywords: Transformation; Communication Strategy; Customers; Design; Marketing; Consumer Behavior; Product Development; Research; Risk and Uncertainty; Commercialization; Technology Adoption
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      Leonard, Dorothy A. "Commercializing Technology: Imaginative Understanding of User Needs." Harvard Business School Background Note 694-102, June 1994. (Revised September 1994.)
      • May 1994 (Revised July 1995)
      • Case

      Taco Bell--1994

      By: Leonard A. Schlesinger
      Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details
      Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States
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      Schlesinger, Leonard A. "Taco Bell--1994." Harvard Business School Case 694-076, May 1994. (Revised July 1995.)
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