Publications

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February 2003 (Revised May 2003)
Case

Bombardier: Canada versus Brazil at the WTO

By: Rawi E. Abdelal, Laura Alfaro and Brett Laschinger

In less than a decade, Bombardier had grown from a medium-size Canadian company to a highly profitable global player largely on the strength of the introduction of a new generation of regional jet and successfully marketing its product to airlines around the world.... View Details

Keywords: Trade; Global Strategy; Five Forces Framework; Marketing Strategy; Product Launch; Business and Government Relations; Situation or Environment; Competition; Air Transportation Industry; Canada; Brazil

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

October 2003 (Revised January 2005)
Case

Shared Decision Making

By: Richard M.J. Bohmer, Karen Sepucha and Laura Feldman

The Foundation for Informed Medical Decision-Making has created an interactive videodisc system that provides patients with customized support regarding medical treatment or screening decisions when they face a choice between two equally effective courses of action.... View Details

Keywords: Decision Choices and Conditions; Borrowing and Debt; Health Care and Treatment; Innovation Strategy; Technological Innovation; Product Marketing; Distribution Channels; Production; Partners and Partnerships; Research and Development; Information Technology

August 2016 (Revised November 2016)
Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland

C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details

Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry

Web

Our Team - Impact Investments

Previously, Jonah was a Team Lead at Goldman Sachs where he led contracted projects on market research, competitive intelligence, and people strategy. Before joining GS, Jonah served as a Consultant with Cognoscere on an education... View Details

Article

Competition for Scarce Resources

By: Peter Eso, Volker Nocke and Lucy White

We model a downstream industry where firms compete to buy capacity in an upstream market that allocates capacity efficiently. Although downstream firms have symmetric production technologies, we show that industry structure is symmetric only if capacity is sufficiently... View Details

Keywords: Competitive Strategy; Natural Environment; Technology; Production; Business Cycles; Forecasting and Prediction; Cost; Demand and Consumers; Industry Structures; Performance Capacity

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People - Advancing Racial Equity

Adebo MBA 2021; Co-President, African American Student Union José Alvarez Faculty / Marketing Cathy Basquel MBA 2021 Dobbin Bookman MBA 2002; Director OPM/OMP Organizational Development, Executive Education Janet Cahill AMP 189; Executive... View Details

Web

Career Networking - Alumni

your first post-graduate role, switching careers, or returning to the workforce after a period of absence, your job search begins by making a case for yourself. Learn how to market yourself to potential employers. Search the Alumni... View Details

02 Feb 2015
Working Paper Summaries

Mobile Money: The Effect of Service Quality and Competition on Demand

Keywords: by Karthik Balasubramanian & David F. Drake; Banking

May 2005 (Revised December 2005)
Case

Nexgen: Structuring Collateralized Debt Obligations (CDOs)

A client asks Luc Giraud, CEO of the structured finance solutions provider Nexgen Financial Solutions, to put together a solution that allows the client to add AAA-rated bonds to its portfolio. The client cannot find suitably priced top-rated bonds in the market and... View Details

Keywords: Credit Derivatives and Swaps; Risk and Uncertainty; Debt Securities; Bonds; Financial Services Industry

November 2003 (Revised March 2004)
Case

Marv Tseu at Active Reasoning

By: William A. Sahlman and Christina Darwall

Describes a set of decisions confronting the management team of an early-stage software company. The company has made considerable progress in developing its software but will need additional capital to move forward. Unfortunately, conditions in the capital market are... View Details

Keywords: Applications and Software; Financing and Loans; Capital; Business Startups; Information Technology Industry

July 2000 (Revised July 2001)
Case

Sycamore Networks

By: Joseph B. Lassiter III and Daniel J. Green

Founders Desh Deshpande and Dan Smith reflect on Sycamore's sales strategies and consider how going public might affect the morale of its key employees. In the optical networking sector, technological change and exploding demand has created a market for talent in which... View Details

Keywords: Applied Optics; Entrepreneurship; Sales; Business Strategy; Initial Public Offering; Retention; Employees; Communication Technology; Technological Innovation; Communications Industry; Telecommunications Industry

September 1995 (Revised March 1997)
Case

Bob Reiss and Valdawn (A): November 1994

Bob Reiss, a seasoned entrepreneur, "accidentally" started Valdawn in 1988 and in six years built the company into a $7 million marketer of "fun and fashion" watches. Valdawn, a "virtual" company, has very few employees or fixed assets and enjoys attractive profit... View Details

Keywords: Business or Company Management; Business Growth and Maturation; Ethics; Decision Making; Entrepreneurship; Apparel and Accessories Industry

March 1999
Article

Practices for Managing Information Flows Within Organizations

By: Joel Demski, Tracy Lewis, Dennis Yao and Huseyin Yildirim

Firm organization determines how coworkers communicate and how information flows within the firm. Banking, accounting, consulting, and legal firms process proprietary information which their clients wish to protect. The firm's ability to safeguard and manage... View Details

Keywords: Information Management; Management Practices and Processes; Safety; Governance Controls; Customer Focus and Relationships

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