Publications
Publications
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- Faculty Publications (556)
- August 1991 (Revised September 1994)
- Background Note
What Is Industrial Marketing?
Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details
- March 1991 (Revised July 1993)
- Case
Kyocera Corp.
By: John P. Kotter
Examines the three factors critical to this company's remarkable success in the high tech field. The first factor is the founder, Dr. Inamori's powerful leadership. The second is the strong corporate culture or philosophy of the firm. The third element in Kyocera's... View Details
- November 1990 (Revised June 1991)
- Case
American Airlines (A): Strategy in the 1990s
By: Jay W. Lorsch and Gary W. Loveman
American Airlines is pursuing a growth strategy through international and domestic route expansion. At the same time, the airline is working hard to cut costs while trying to provide the best customer service possible. Is this strategy achievable given the recent surge... View Details
- October 1990 (Revised September 1993)
- Case
Changing the Culture at British Airways
By: John P. Kotter
In just 10 years, 1980-1990, British Airways turned around both its declining image and financial situation. Focusing on the paramount importance of customer service, British Airways went from "bloody awful" to "bloody awesome." Experiencing a financial crisis in 1981... View Details
- April 1990 (Revised March 1992)
- Case
Oakland A's: Baseball's Great Transformation
The Oakland A's baseball team underwent a major turnaround during the 1980s, both on the field and in the business office. One of the most significant improvements came in the area of customer service. The A's management believed that if they took care of their fans,... View Details
- March 1990 (Revised July 1991)
- Case
Digital Equipment Corp.: Complex Order Management
Describes the proposed creation of a low end 3000 configuration workstation using Digital's competitive advantage of offering a la carte configuration capability and ability to build different options for customers. Disadvantages of this 3000 configuration workstation... View Details
- February 1990 (Revised August 2001)
- Case
Merloni Elettrodomestici SpA: The Transit Point Experiment
By: Janice H. Hammond and Maura G Kelly
Merloni Elettrodomestici is a leading Italian manufacturer of domestic appliances. In 1986, an exposition for Merloni customers is scheduled at its Milano regional warehouse. During the two-month period preceding the event, when the warehouse must be free of inventory,... View Details
- November 1989 (Revised February 1992)
- Case
Ford Motor Co.: Dealer Sales and Service
Since Henry Ford founded Ford Motor Co., Ford vehicles have been sold and serviced the same way. By the late 1980s Ford began to consider making changes in its sales and service process. Two developments forced Ford to reconsider these processes. First, Ford found... View Details
- July 1989 (Revised April 2001)
- Case
Kanthal (A)
By: Robert S. Kaplan
Multinational company needs an improved cost system to determine the profitability of individual customer orders. Its strategy is to have significant sales and profitability growth without adding additional administrative and support people. The new cost system... View Details
- September 1988 (Revised September 1993)
- Case
Mrs. Fields Cookies
Mrs. Fields Cookies is a small company selling freshly baked goods through privately owned specialty stores (each store sells only Mrs. Fields products). The company has about 8,000 employees worldwide and less than 150 information systems people for a unique leverage... View Details
- August 1988
- Background Note
Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment
Describes four kinds of selling: 1) transaction, 2) systems, 3) major account management, and 4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships... View Details
- June 1987 (Revised May 1992)
- Case
Carolina Power & Light Co.: Customer and Operating Services Group
- April 1987 (Revised January 1990)
- Background Note
The New Intimacy
Describes how close relationships with customers require close interfunctional and interdivisional coordination. Explains where the closest vendor/customer relationships arise and how they stress internal coordination. Also enumerates and briefly describes the way in... View Details
Keywords: Customer Focus and Relationships
- February 1982
- Case
MCI Telecommunications Corp. (B): Customer Service Strategy and Organization
By: John F. Cady and Frank V. Cespedes
- January 1980 (Revised August 1986)
- Case
General Electric vs. Westinghouse in Large Turbine Generators (A)
Describes the U.S. large turbine generator industry in early 1963, a period of severe price cutting and depressed industry conditions. Presents data to allow a structural analysis of the industry and an analysis of the strategies of the major players since 1946. The... View Details
- January 1978 (Revised February 1983)
- Case
Polaroid-Kodak (B1)
Describes additional events in battle between Polaroid and Kodak outlined in Polaroid-Kodak. Includes the competitive actions taken by the companies such as the introduction of customer rebates and bonus plans with dealers. Details the new products of each company and... View Details