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Publications
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(3,889)
- Faculty Publications (620)
- April 1994 (Revised October 2002)
- Case
Frito-Lay, Inc.: A Strategic Transition (1987-1989)
Describes the actions taken by the new CEO to return the company to profitability, to clarify the vision, and then to build the infrastructure (human, capital, and information) needed to support the long-term change in strategy and organization. Ends with senior... View Details
- August 1993 (Revised August 1994)
- Background Note
Rhetoric of Change
By: Nitin Nohria
Describes the ways in which managers communicate the need to change, specifically the way in which they use vision, crisis, and transition as rhetorical strategies to mobilize change. Also discusses strategies used by those trying to resist change, setting up what may... View Details
- May 1993 (Revised July 1995)
- Case
Air Miles
By: John A. Quelch
The chairman and CEO of a U.K.-based frequent buyer travel award program is planning on launching in North America. Management must determine the marketing strategy to be used, specifically how the U.K. program should be altered, whether the U.S. and Canadian markets... View Details
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
- December 1992
- Case
Du Pont: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
- November 1991 (Revised June 1997)
- Case
Micom Caribe (A)
By: David M. Upton and Joshua D. Margolis
Describes the Puerto Rican manufacturing plant of a transnational company. The award-winning plant has dramatically improved the quality of flexibility of its operations, by taking a radical approach to manufacturing. The methods center on the use of specific... View Details
- October 1991 (Revised April 1992)
- Case
Honda Today
By: Marco Iansiti
Describes a situation in which the manager in charge of a major development project at Honda needs to make a decision about the technical specification of the product. The decision has profound implications for the product concept and strategy, as well as for the... View Details
- March 1991 (Revised June 1993)
- Case
Chevron Corp.: Corporate Image Advertising
By: John A. Quelch
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details
- November 1990 (Revised August 1992)
- Case
Corning, Inc.: A Network of Alliances
By: Christopher A. Bartlett and Ashish Nanda
Describes James Houghton's actions in assuming the role of CEO at Corning in the midst of a recession. Not only must he turn around operating performance, he must also revitalize a demoralized organization and set a new, clear strategic direction. In doing so, the case... View Details
- September 1990
- Article
Competition on Many Fronts: A Stackelberg Signaling Equilibrium
By: Jerry R. Green and Jean-Jacques Laffont
An economic agent, the incumbent, is operating in many environments at the same time. These may be locations, markets, or specific activities. He is informed of the particular conditions relevant to each situation. His action in each case is observable by another... View Details
- June 1990 (Revised August 1990)
- Supplement
Sun Microsystems, Inc.--1987 (B)
Describes a specific opportunity to seek financing from AT&T as part of a proposed technological joint venture. Students must consider the price paid and control rights attached to a large block of shares and outline a negotiating position for each side. View Details
- May 1990 (Revised December 1998)
- Case
Technology Transfer at a Defense Contractor (Abridged)
By: Linda A. Hill
Covers the same material concerning the specific transfer of technology as described in the longer version but summarizes the environmental and organizational context of the transfer. Most appropriate when the instructor wishes to focus on the action questions. View Details
- March 1990 (Revised October 1999)
- Case
Turner Construction Company: Project Management Control Systems
By: Robert L. Simons and Hilary Weston
After providing a brief overview of Turner Construction Co.'s structure and project work, the case gives a detailed description of its project management control system, the IOR system. In addition to explaining the mechanics of the IOR system, the case identifies the... View Details
- January 1989
- Background Note
Managing Information Technology: Organization and Leadership
By: James I. Cash Jr. and Thomas H. Davenport
Describes the organizational components of the typical IT organization in a large corporation. Points out common problems and issues for each component of the organization. Also addresses the leadership issues for the IT function, and focuses specifically on the Chief... View Details
- October 1987 (Revised November 1991)
- Case
Fiat--1986
By: W. Carl Kester and Richard P. Melnick
Describes Fiat's 1986 Euro-equity offering of $2.1 billion of stock. The offering proved to be highly problematic, particularly for the lead manager, Deutsche Bank, and raises questions about the future of the Euro-equity market. Students are provided opportunities to... View Details
- February 1987 (Revised August 1989)
- Background Note
United States Trade Law
By: David B. Yoffie
Examines the manner in which U.S. trade law and policy has evolved, with emphasis on trade in manufactured goods and services as well as the relationship between the executive and the legislature. The structure and content of U.S. trade law is discussed including a... View Details
- September 1984 (Revised September 1993)
- Case
Nestle S.A.: International Marketing (A)
By: John A. Quelch
A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
- September 1984 (Revised February 1989)
- Case
Benetton (A)
By: James L. Heskett
The world's largest manufacturer of woolen outerwear garments seeks to extend its retailing network to the United States from its base in Europe. A number of issues concerning marketing, manufacturing, and logistics strategy are raised by the proposed move along with... View Details
- January 1984
- Background Note
Note on the Textile Industry in the 1980s
By: Kim B. Clark
Presents major developments in textile production technology during the 1970s and early 1980s. Outlines the specific innovations as well as the company and country of origin. View Details