Publications

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

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

January 2000 (Revised April 2000)
Case

StarMedia: Launching a Latin American Revolution

By: Thomas R. Eisenmann and Jon K Rust

By the fall of 1999, StarMedia had sprinted to a sizable lead in the race to acquire Latin American Internet users. Its pan-regional, horizontal portal was the first to target Spanish- and Portuguese-language speakers on the Internet, registering 1.2 billion page views... View Details

Keywords: Private Ownership; History; Risk Management; Business Cycles; Corporate Entrepreneurship; Infrastructure; Media; Emerging Markets; Cross-Cultural and Cross-Border Issues; Web; Information Technology Industry; Web Services Industry

November 1999 (Revised July 2003)
Case

Pre-Paid Legal Services, Inc.

By: Paul M. Healy and Jacob Cohen

Pre-Paid Legal Services' business model reveals two key issues--managing the sales force and sales growth and managing claims. Students analyze the economics of the business and consider how to measure firm performance, how to evaluate and reward the sales force, and... View Details

Keywords: Financial Management; Financial Strategy; Salesforce Management; Marketing Strategy; Accrual Accounting; Business Cycles; Forecasting and Prediction; Insurance; Business Growth and Maturation; Insurance Industry

1998
Journal Article

Ford's Model-T: Pricing over the Product Life Cycle

By: Ramon Casadesus-Masanell

The pricing decisions monopolistic firms make over time are determined to a large extent by the complex interplay of two distinct sets of elements: demand- and supply-based considerations. Demand factors include the possibilities of (a) exercising dynamic price... View Details

Keywords: Experience and Expertise; Decisions; Forecasting and Prediction; Cost; Price; Information; Demand and Consumers; Monopoly; Product; Sales; Complexity; Auto Industry

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March 1997 (Revised January 1999)
Case

SureCut Shears, Inc.

By: W. Carl Kester

A bank loan officer must determine whether to waive convenants and extend terms on a line of credit granted to SureCut Shears. At issue is whether the inability of SureCut to pay down its line of credit is due to a temporary cyclical downturn or other long-term... View Details

Keywords: Business Cycles; Finance; Performance; Problems and Challenges

May 1996 (Revised March 1998)
Case

SaleSoft, Inc. (A)

By: Das Narayandas

SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle... View Details

Keywords: Business Startups; Decisions; Revenue; Marketing Strategy; Product Launch; Sales; Opportunities; Information Technology; Technology Industry

spring 1991
Article

Breaking the Cycle of Failure in Services

By: Leonard A. Schlesinger and James Heskett

Most managers recognize that good service is a direct result of having effective, productive people in customer contact positions. However, most service companies perpetuate a cycle of failure by tolerating high turnover and expecting employee dissatisfaction. This... View Details

Keywords: Goals and Objectives; Service Delivery; Success; Failure; Management Skills; Service Industry

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