Publications
Publications
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(3,762)
- Faculty Publications (1,181)
- May 2010
- Case
Alpen Bank: Launching the Credit Card in Romania
By: V. Kasturi Rangan and Sunru Yong
In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing... View Details
- May 2010
- Teaching Note
Alpen Bank: Launching the Credit Card in Romania (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4559. View Details
- May 2010
- Supplement
Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
- May 2010
- Supplement
Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
- May 2010
- Case
Clayton Industries, Inc.: Peter Arnell, Country Manager for Italy
By: Christopher A. Bartlett and Benjamin H. Barlow
Clayton Industries, a sixty-year-old U.S.-based firm in the HVAC industry (heating, ventilation, and air conditioning), with nearly $1 billion in revenues, has gradually built a presence in a number of countries, including several in Europe. Peter Arnell, previously... View Details
Keywords: Business Subsidiaries; Multinational Firms and Management; Organizational Structure; Corporate Strategy; Problems and Challenges; Conflict and Resolution; Sales; Cross-Cultural and Cross-Border Issues; Consumer Products Industry; Consumer Products Industry; Wisconsin; Italy; United Kingdom
- May 2010
- Case
Flare Fragrances Company, Inc: Analyzing Growth Opportunities
By: John A. Quelch and Lisa D. Donovan
Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly... View Details
- April 2010
- Teaching Note
Dr. John's Products, Ltd. (TN)
Teaching Note for [803063]. View Details
- April 2010
- Case
A Giant Among Women
By: Willy C. Shih, Ethan S Bernstein, Maly Hout Bernstein, Jyun-Cheng Wang and Yi-Ling Wei
Few CEOs successfully manage the evolution of their companies from OEM outsourcer to branded manufacturer to expert consumer marketer as well as Tony Lo, CEO of Giant Manufacturing Co. Ltd., now the largest bicycle manufacturer in the world. In the mid-1980s, Giant... View Details
- April 2010
- Case
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details
- April 2010
- Teaching Note
Four Products (2008): Predicting Diffusion (TN)
Teaching Note for 508103. View Details
- April 2010 (Revised November 2011)
- Case
Soren Chemical: Why Is the New Swimming Pool Product Sinking?
By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details
- 2010
- Book
Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]
By: Geoffrey Jones
Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us... View Details
- February 26, 2010
- Article
Book Excerpt: Denial at Sears
- February 2010 (Revised March 2010)
- Supplement
Leading Change at Simmons (E)
By: Amy C. Edmondson and Susan Thyne
This case updates the “Leading Change at Simmons” series by examining Simmons' increasing debt under the ownership of Thomas H. Lee, a private equity firm. Charlie Eitel, the former CEO, wonders what the company's, and his, legacy will be after declaring bankruptcy... View Details
- February 2010 (Revised June 2022)
- Case
Dollarama Inc.
By: Andre F. Perold
Dollarama is the leading operator of dollar stores in Canada. The firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and... View Details
- February 2010
- Background Note
Marketing Analysis Toolkit: Market Size and Market Share Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
- February 2010 (Revised June 2011)
- Case
SEWA Trade Facilitation Center: Changing the Spool
By: Mukti Khaire and Kathleen L. McGinn
The case is about the decision to convert a not-for-profit organization into a for-profit company. SEWA Trade Facilitation Center (STFC), which is part of a larger non-profit organization—the Self-Employed Women's Association (SEWA)—works to improve the livelihoods of... View Details
- January 2010 (Revised March 2013)
- Case
HubSpot: Lower Churn through Greater CHI
By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the... View Details
- January 2010
- Case
DR Corporation
By: Roy D. Shapiro
DR Corporation is a manufacturer of major appliances. The traffic manager is facing a decision of selecting a carrier for the inbound movement of motors. The primary case decisions are 1) what factors are critical to the decision; 2) how to calculate the tradeoffs... View Details
- 2010
- Article
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
By: Feng Zhu and Michael Zhang
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games... View Details