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      Communication StrategyRemove Communication Strategy →

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      • June 1994 (Revised September 1994)
      • Background Note

      Commercializing Technology: Imaginative Understanding of User Needs

      By: Dorothy A. Leonard
      The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details
      Keywords: Transformation; Communication Strategy; Customers; Design; Marketing; Consumer Behavior; Product Development; Research; Risk and Uncertainty; Commercialization; Technology Adoption
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      Leonard, Dorothy A. "Commercializing Technology: Imaginative Understanding of User Needs." Harvard Business School Background Note 694-102, June 1994. (Revised September 1994.)
      • May 1994 (Revised July 1995)
      • Case

      Taco Bell--1994

      By: Leonard A. Schlesinger
      Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details
      Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States
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      Schlesinger, Leonard A. "Taco Bell--1994." Harvard Business School Case 694-076, May 1994. (Revised July 1995.)
      • March 1994 (Revised April 1994)
      • Case

      Eli Lilly and Co.: The Flexible Facility Decision--1993

      By: Gary P. Pisano
      In 1993, Eli Lilly is preparing to build manufacturing capacity for three new pharmaceutical products that it expects to launch in 1996. Management wrestles with a decision of whether to add specialized manufacturing capacity or flexible capacity. This question touches... View Details
      Keywords: Debates; Cost vs Benefits; Decisions; Investment; Goals and Objectives; Product Launch; Production; Corporate Strategy; Pharmaceutical Industry
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      Pisano, Gary P. "Eli Lilly and Co.: The Flexible Facility Decision--1993." Harvard Business School Case 694-074, March 1994. (Revised April 1994.)
      • March 1994 (Revised October 1994)
      • Case

      Reading Energy

      By: Forest L. Reinhardt
      Reading Energy builds facilities that produce energy from nontraditional fuels. A privately held, entrepreneurial organization, it has spent six years developing a plan to build a waste-to-energy plant in the town of Robbins, Illinois. The plant would burn municipal... View Details
      Keywords: Energy Generation; Wastes and Waste Processing; Business and Community Relations; Business Plan; Agreements and Arrangements; Contracts; Risk and Uncertainty; Government and Politics; Environmental Sustainability; Business Strategy; Energy Industry; Utilities Industry; Illinois
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      Reinhardt, Forest L. "Reading Energy." Harvard Business School Case 794-102, March 1994. (Revised October 1994.)
      • December 1993 (Revised November 2009)
      • Case

      Manville Corporation Fiber Glass Group (A)

      By: Lynn S. Paine and Sarah Gant
      Manville Corp.'s senior managers must decide how to respond to a new scientific study suggesting that fiberglass, the source of 75% of the company's profits, may be another asbestos and must act under conditions of great uncertainty. In particular, when should a... View Details
      Keywords: Communication Strategy; Decision Choices and Conditions; Ethics; Health Disorders; Risk Management; Marketing Communications; Product; Corporate Social Responsibility and Impact; Safety; Consumer Products Industry; Industrial Products Industry
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      Paine, Lynn S., and Sarah Gant. "Manville Corporation Fiber Glass Group (A)." Harvard Business School Case 394-117, December 1993. (Revised November 2009.)
      • August 1993 (Revised August 1994)
      • Background Note

      Rhetoric of Change

      By: Nitin Nohria
      Describes the ways in which managers communicate the need to change, specifically the way in which they use vision, crisis, and transition as rhetorical strategies to mobilize change. Also discusses strategies used by those trying to resist change, setting up what may... View Details
      Keywords: Change; Communication Strategy
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      Nohria, Nitin. "Rhetoric of Change." Harvard Business School Background Note 494-036, August 1993. (Revised August 1994.)
      • July 1993 (Revised September 1995)
      • Case

      Block 16: Conoco's "Green" Oil Strategy (A)

      By: Malcolm S. Salter and Susan E.A. Hall
      Conoco's attempted to win an oil development contract in Ecuador's tropical rain forest. The case discusses government perspectives, environmental perspectives, and indigenous people's perspectives. Allows role playing in a "negotiating forum" set up by Conoco to get... View Details
      Keywords: Governance; Contracts; Growth and Development Strategy; Negotiation; Practice; Business and Community Relations; Environmental Sustainability; Perspective; Culture; Corporate Strategy; Latin America
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      Salter, Malcolm S., and Susan E.A. Hall. Block 16: Conoco's "Green" Oil Strategy (A). Harvard Business School Case 394-001, July 1993. (Revised September 1995.)
      • June 1993 (Revised December 1995)
      • Case

      Frito-Lay, Inc.: The Navigator Project (A)

      By: Lynda M. Applegate, Richard O. Mason and Melinda Conrad
      Provides an overview of the company's recent organizational changes followed by a discussion of the company's new sales promotion software, "Promotion Planner." The president of Frito-Lay's central division must decide how he should proceed with the rollout of this new... View Details
      Keywords: Information Technology; Technology Adoption; Organizational Change and Adaptation; Trends; Innovation Strategy; Marketing Communications; Decision Choices and Conditions; Food and Beverage Industry; Manufacturing Industry
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      Applegate, Lynda M., Richard O. Mason, and Melinda Conrad. "Frito-Lay, Inc.: The Navigator Project (A)." Harvard Business School Case 193-025, June 1993. (Revised December 1995.)
      • April 1993 (Revised July 1994)
      • Case

      MathSoft, Inc. (A)

      By: V. Kasturi Rangan
      MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details
      Keywords: Information Technology; Corporate Entrepreneurship; Applications and Software; Communication Strategy; Salesforce Management; Marketing Channels; Advertising; Product Launch; Information Technology Industry; Industrial Products Industry; United States
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      Rangan, V. Kasturi. "MathSoft, Inc. (A)." Harvard Business School Case 593-094, April 1993. (Revised July 1994.)
      • April 1993 (Revised June 1994)
      • Supplement

      MathSoft, Inc. (B)

      By: V. Kasturi Rangan
      Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. View Details
      Keywords: Communication Technology; Forecasting and Prediction; Curriculum and Courses; Learning; Knowledge Sharing; Growth and Development Strategy; Marketing Channels; Education Industry
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      Rangan, V. Kasturi. "MathSoft, Inc. (B)." Harvard Business School Supplement 593-095, April 1993. (Revised June 1994.)
      • April 1993 (Revised December 2001)
      • Case

      General Dynamics and Computer Sciences Corporation: Outsourcing the IS Function (B)

      By: F. Warren McFarlan and Katherine Seger
      Designed to look at outsourcing from the perspective of a major computer services company trying to get into the business. View Details
      Keywords: Communication Technology; Business Startups; Business Plan; Business Strategy; Job Cuts and Outsourcing; Financial Management; Management Teams; Communication Strategy; Organizational Design; Product Design; Accounting; Activity Based Costing and Management; Computer Industry; Information Technology Industry
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      McFarlan, F. Warren, and Katherine Seger. "General Dynamics and Computer Sciences Corporation: Outsourcing the IS Function (B)." Harvard Business School Case 193-145, April 1993. (Revised December 2001.)
      • March 1993
      • Supplement

      Burroughs Wellcome and AZT (B)

      By: Willis M. Emmons III
      Describes Burroughs Wellcome's response to protests over the pricing of its AIDS drug AZT in September 1989. Also presents short-term reactions by government officials, AIDS activists, and investors to Burroughs Wellcome's strategy. View Details
      Keywords: Ethics; Health Pandemics; Multinational Firms and Management; Price; Crime and Corruption; Risk and Uncertainty; Business Strategy; Business and Community Relations; Business and Government Relations; Business and Shareholder Relations; Pharmaceutical Industry
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      Emmons, Willis M., III. "Burroughs Wellcome and AZT (B)." Harvard Business School Supplement 793-114, March 1993.
      • March 1993 (Revised April 1995)
      • Case

      IBM After-Sales Service

      By: Janice H. Hammond
      IBM has established a service delivery system to provide service and maintenance parts for its installed base of computers. The case outlines the competitive pressures IBM faces from alternative providers of maintenance services (e.g. other OEMs, third-party... View Details
      Keywords: Service Delivery; Service Operations; Supply Chain; Supply Chain Management; Logistics; Operations; Distribution; Customer Focus and Relationships; Competitive Strategy; Computer Industry
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      Hammond, Janice H. "IBM After-Sales Service." Harvard Business School Case 693-001, March 1993. (Revised April 1995.)
      • December 1992
      • Case

      BASF: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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      Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • September 1992 (Revised January 2002)
      • Case

      Chrysler: Iacocca's Legacy

      By: Nitin Nohria and Sandy Green
      Describes the changes fashioned by Iacocca during his tenure as CEO of the Chrysler Corp. Pays particular attention to the rhetoric he employed in mobilizing change and the actions he took to implement change. View Details
      Keywords: Organizational Change and Adaptation; Leading Change; Leadership Style; Management Teams; Communication Strategy; Auto Industry; Manufacturing Industry
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      Nohria, Nitin, and Sandy Green. "Chrysler: Iacocca's Legacy." Harvard Business School Case 493-017, September 1992. (Revised January 2002.)
      • August 1992
      • Case

      Procter & Gamble: What's the Story?

      By: Ellen D. Herman and Stephen A. Greyser
      Keywords: Crisis Management; Ethics; Communication; Strategy
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      Herman, Ellen D., and Stephen A. Greyser. "Procter & Gamble: What's the Story?" Harvard Business School Case 593-013, August 1992.
      • May 1992 (Revised June 1993)
      • Case

      Jan Carlzon: CEO at SAS (A)

      By: Christopher A. Bartlett
      Describes Jan Carlzon's actions on assuming the CEO's responsibility at SAS in a time of financial and organizational difficulty. After tracing Carlzon's development as a manager, it focuses on the way in which he developed, then communicated a clear and motivating... View Details
      Keywords: Communication; Financial Crisis; Employee Relationship Management; Knowledge; Leadership Development; Crisis Management; Motivation and Incentives; Business Strategy; Aerospace Industry
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      Bartlett, Christopher A. "Jan Carlzon: CEO at SAS (A)." Harvard Business School Case 392-149, May 1992. (Revised June 1993.)
      • May 1992 (Revised August 1996)
      • Case

      NIKE in Transition (A): The Ascendancy of Bob Woodell

      By: Christopher A. Bartlett
      Explores Bob Woodell's tenure as Nike's first COO. Describes development of Woodell's management style, his attempts to develop the organization, and his responses to unforeseen business problems. Changing market forces, new competitors, a build-up of low-end... View Details
      Keywords: Conferences; Crisis Management; Management Style; Marketing Strategy; Organizational Change and Adaptation; Performance Evaluation; Competition
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      Bartlett, Christopher A. "NIKE in Transition (A): The Ascendancy of Bob Woodell." Harvard Business School Case 392-105, May 1992. (Revised August 1996.)
      • January 1992
      • Teaching Note

      MCI Communications Corporation (1983) TN

      By: Richard S. Ruback
      Teaching Note for (9-284-057). View Details
      Keywords: Financing and Loans; Growth and Development Strategy; Debt Securities; Risk and Uncertainty; Monopoly; Communications Industry
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      Ruback, Richard S. "MCI Communications Corporation (1983) TN." Harvard Business School Teaching Note 292-077, January 1992.
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