Publications

Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. View Details

Keywords: Mission and Purpose; Brands and Branding

July 2004
Supplement

Samsung Electronics Commercials

August 2003
Case

BRAC and Aarong Commercial Brands, The

BRAC is the world's largest NGO and has recently initiated a number of successful profit-making commercial enterprises, ranging from dairy processing to vegetable exports, as well as a university. Explores the tensions and benefits of a major nonprofit entering the... View Details

Keywords: Business or Company Management; Commercialization; For-Profit Firms; Non-Governmental Organizations

September 2002
Case

Interview with Stelios Haji-Iannou, Chairman of EasyGroup, plc.

May 1991
Supplement

Global Marketing Management, Video

June 1987
Supplement

Multinational Marketing Management, Video

April 1985
Supplement

General Electric Co.: Major Appliance Business Group (B)--Project C--An Investment in Quality, Video

April 1985
Supplement

General Electric Co.: Major Appliance Business Group, Videotape of Dishwasher Commercials

June 1982
Supplement

MEM Co., Inc., Interview with Gay Meyer, Video

June 1982
Supplement

Chipman-Union, Inc.: Odor-Eaters Socks (Hagen Interview), Video

Article

How To Protect Against Marketing Fraud

October 1996 (Revised January 1998)
Case

Sony Corporation: Car Navigation Systems

In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his... View Details

Keywords: Geographic Location; Marketing Strategy; Product Launch; Standards; Mobile and Wireless Technology; Conflict and Resolution; Auto Industry; Electronics Industry; Japan

August 1996 (Revised September 1998)
Case

TRADE'ex: The Stock Exchange of the Computer Industry - www.tradeex.com

April 1994
Supplement

Planet Reebok (B)

Supplements Planet Reebok (A). View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

April 1994 (Revised March 1997)
Case

Planet Reebok (A)

Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

September 1993 (Revised June 2009)
Case

Mary Kay Cosmetics: Asian Market Entry (A)

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by... View Details

Keywords: Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia

June 1993 (Revised December 1994)
Case

Milkpak Limited.: International Joint Venture

Considers a Pakistani company's decision to conduct a joint venture with a foreign multinational. In 1987, Milkpak Ltd. had successfully developed a market for sterilized milk and wanted to produce other value-added food products. The company was evaluating the best... View Details

Keywords: Negotiation; Multinational Firms and Management; Joint Ventures; Developing Countries and Economies; Food and Beverage Industry; Pakistan