Publications

Career Coach

Nicola Pugliese

Nicola Pugliese (Wharton ’93) leverages her experience in global marketing and brand management to support students and alumni pursuing careers in marketing, product... View Details

Keywords: Consumer Products; Entrepreneurship; Publishing / Communications / Advertising; Retail

February 2024 (Revised February 2025)
Case

Doing Business in Ho Chi Minh City, Vietnam

By: Karen G. Mills, Allison H. Mnookin, Leonard A. Schlesinger, Shu Lin, Julianne Bliss and Morgane Herculano

Le Thi Thu Thuy, Vice Chairwoman of Vingroup, the largest private conglomerate in Vietnam, and Global CEO of VinFast, Vingroup’s automotive subsidiary established in 2017, was contemplating VinFast’s future strategy. Domestically, the EV market in Vietnam was in its... View Details

Keywords: Growth and Development Strategy; Business Conglomerates; Global Strategy; Emerging Markets; Business Strategy; Infrastructure; Competition; Auto Industry; Viet Nam

October 1991 (Revised August 2000)
Case

Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)

By: V. Kasturi Rangan and Frank V. Cespedes

Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's... View Details

Keywords: Business Divisions; Customer Satisfaction; Demand and Consumers; Market Participation; Distribution Channels; Success; Corporate Strategy; Value Creation; Health Industry

2017
Book

Managing Risk in Reinsurance: From City Fires to Global Warming

By: Niels Viggo Hauter and Geoffrey Jones

This is the first book to provide a comprehensive history of the reinsurance industry from the nineteenth century to the present day. Reinsurance developed at the fringe of financial services and, for most of its existence, was largely unnoticed outside the expert... View Details

Keywords: Insurance; Risk Management; Business History; Globalization; Risk and Uncertainty; Financial Services Industry; Insurance Industry; Africa; Europe; Latin America; North and Central America; Asia

26 Jul 2017
Cold Call Podcast

The Revolution in Advertising: From Don Draper to Big Data

Keywords: Re: John A. Deighton; Advertising

January 1994
Exercise

Walt Disney Company's Sleeping Beauty Bonds

By: Carliss Y. Baldwin

Walt Disney Co. issues a 100-year bond. This case describes the terms of the bond and immediate capital market reaction. View Details

Keywords: Capital Markets; Cash Flow; Debt Securities; Bonds; Interest Rates; Value

10 Jun 2021
News

After 30 Years, ‘Crossing the Chasm’ Is Due For a Refresh

2024
Working Paper

Contributing to Growth? The Role of Open Source Software for Global Startups

By: Nataliya Langburd Wright, Frank Nagle and Shane Greenstein

How does participating in open source software (OSS) communities spur entrepreneurial growth? To address this question, we analyze novel data matching accounts from GitHub—the largest OSS hosting platform—to the universe of global software venture-backed firms... View Details

Keywords: Applications and Software; Open Source Distribution; Entrepreneurship; Business Growth and Maturation; Human Capital; Valuation; Corporate Strategy

SSRN

Read Now

August 2000 (Revised September 2005)
Case

Callaway Golf Company

By: Rajiv Lal and Edie Prescott

Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in... View Details

Keywords: Marketing Strategy; Crisis Management; Communication Strategy; Product; Business Strategy; Change Management; Competitive Advantage

December 2004 (Revised October 2005)
Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek

Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details

Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry

December 1998
Supplement

Vermeer Technologies: Realizing the Dream

By: Ashish Nanda

The Vermeer team discusses the organizational and strategic challenges they confront as product development and marketing proceed at the breakneck pace of "Internet time." View Details

Keywords: Product Development; Product Marketing

Article

The Rise of Synthetic Colors in the American Food Industry, 1870–1940

By: Ai Hisano

This article examines how, starting in the 1870s, food manufacturers in the United States began to use standardized color, achieved by synthetic dyes, as part of their marketing strategies. The emergence of the synthetic dye industry paralleled the growth of mass... View Details

Keywords: Safety; Food; Health; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry; United States

12 Dec 2017
Video

Devi Shetty_Financing Heart Surgeries

April 1990
Case

Clark Material Handling Group-Overseas: Brazilian Product Strategy (A&B) (Condensed)

By: Robert J. Dolan

Assumes some knowledge of conjoint analysis. Permits analysis of basic results and dynamic market simulations in one class session. View Details

Keywords: Mathematical Methods; Marketing

April 2022 (Revised April 2023)
Case

Highland Park Wood Co. (Abridged)

By: David E. Bell

A major home builder wishes to purchase lumber (Southern pine). The builder wants delivery in six months but prefers to lock-in the price near current rates. The lumber wholesaler must decide on a pricing and sourcing strategy. Examples include: 1) buy & hold, 2) wait... View Details

Keywords: Decision Choices and Conditions; Goods and Commodities; Futures and Commodity Futures; Price; Forest Products Industry; Construction Industry

October 1995
Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr

As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry