Publications

July 2008
Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

Teaching Note for [809029]. View Details

Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

October 2005 (Revised February 2007)
Case

Ripe 'n Ready

By: Ray A. Goldberg and Laura Winig

Stoned fruit has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name--Ripe 'N Ready--that enabled retailers to differentiate their stores and producers to differentiate the products they... View Details

Keywords: Quality; Brands and Branding; Competitive Strategy; Food and Beverage Industry

July 2004 (Revised January 2007)
Case

H&R Block and "Everyday Financial Services"

By: Peter Tufano and Daniel Schneider

H&R Block, the U.S. market leader in tax preparation services, must decide whether to offer financial services to its low-income clients. H&R Block is facing increased competition from branded and nonbranded tax preparers, and the number of returns prepared by the... View Details

Keywords: Financial Management; Income; Taxation; Product Development; Financial Services Industry; United States