Publications
Publications
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(1,832)
- Faculty Publications (848)
- January 1992 (Revised March 1993)
- Case
Maison Bouygues
By: John A. Quelch
The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the... View Details
- 1991
- Book
Global Marketing Management
By: Robert D. Buzzell, John A. Quelch and Christopher A. Bartlett
- November 1991 (Revised April 1994)
- Case
Taco Bell Corp.
By: Leonard A. Schlesinger and Roger H. Hallowell
John Martin, Taco Bell CEO, brings the company into line with its competitors through incremental change during the 1980s. In the early 1990s, he adopts breakthrough approaches to improve service levels while reducing prices, providing a distinct competitive advantage.... View Details
- Article
Responsibility and Responsiveness: Black & Decker Designs a Recall
By: Craig Smith, John A. Quelch and Gael Simonson
- September 1991 (Revised August 1996)
- Case
Procter & Gamble Co., The: Lenor Refill Package
By: John A. Quelch
The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. View Details
- fall 1991
- Article
Restoring Credibility to Retail Pricing
By: G. K. Ortmeyer, J. A. Quelch and W. J. Salmon
- 1991
- Book
The Marketing Challenge of Europe 1992
By: John A. Quelch, Robert D. Buzzell and Eric Salama
- May 1991 (Revised July 1992)
- Teaching Note
Amalgamated Aluminum Alloy Division, Teaching Note
By: Benson P. Shapiro and John A. Quelch
Keywords: Mining Industry
- 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
- January 1991
- Supplement
Suzuki Samurai, Supplement
By: John A. Quelch
A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai on grounds of its unacceptable propensity to roll over. View Details
- Article
After the Wall: Marketing Guidelines for Eastern Europe
By: John A. Quelch, Erich Joachimsthaler and Jose Luis Nueno
- September 1990 (Revised November 1994)
- Case
Kao Corp.
By: John A. Quelch
As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion... View Details