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Publications
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- Faculty Publications (840)
- December 1992
- Case
Nestle Italy
By: John A. Quelch
Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent. View Details
- December 1992 (Revised November 1994)
- Case
Becton Dickinson Division: Marketing Organization
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details
- November 1992 (Revised June 1994)
- Case
Packaged Products Company: Handy-Pak Introduction
By: Frank V. Cespedes and Laura Goode
The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support... View Details
- November 1992 (Revised May 1993)
- Case
American Mobile Satellite Corporation
By: Frank V. Cespedes and Laura Goode
American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited... View Details
- October 1992 (Revised October 1993)
- Case
MCI Communications Corporation: National Accounts Program (Condensed)
Concerns the early stages of a major-account program at MCI, a telecommunications firm seeking to penetrate the corporate-account market. Among the issues are: 1) coordination of field sales efforts with national account selling efforts; 2) sales strategy for major... View Details
- September 1992 (Revised July 1994)
- Case
MEM Company, Inc.: English Leather
By: Frank V. Cespedes and Laura Goode
In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions... View Details
- September 1992 (Revised July 1993)
- Case
Staples, Inc.
By: David E. Bell
Staples is dissatisfied with the merchandising of its office furniture. The case reviews the situation, allowing students to consider whether the category should be dropped or changed. Permits consideration of the portfolio of products a positioning implies, and... View Details
- September 1992 (Revised November 1997)
- Case
DHL Worldwide Express
By: John A. Quelch
The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. View Details
- May 1992 (Revised September 2019)
- Case
Richardson Sheffield
By: Christopher A. Bartlett and Ashish Nanda
The case traces Bryan Upton’s 20-plus years as managing director of a Sheffield-based cutlery company and describes the strategic and organizational actions he took to raise sales and earnings at more than 25% annually, even as the local industry was in steep... View Details
- May 1992 (Revised May 2002)
- Case
NIKE in Transition (B): Phil Knight Returns
After returning to the CEO/COO job, Phil Knight makes changes to Nike's strategy, organization, and management between 1983 and 1987 aimed at making Nike more responsive to the market place. He takes cost-cutting measures, and experiments with several management and... View Details
- Article
Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach
By: Randolph E. Bucklin and Sunil Gupta
- March 1992 (Revised March 1995)
- Case
Kevin Simpson
By: Linda A. Hill
Follows Kevin Simpson, a second-year Harvard Business School 1990 student, through his job search to his final decision between two very attractive but different job offers: a job as an international marketing manager at Eli Lilly and Co., a leading multinational... View Details
- February 1992 (Revised March 1995)
- Case
Amelia Rogers at Tassani Communications (A)
By: Linda A. Hill
Describes a conflict that has arisen between an account manager and a creative director at Tassani Communications, a Chicago-based advertising agency which is making the transition from entrepreneurial to professional management. The client, the marketing director of a... View Details
- February 1992 (Revised December 1992)
- Case
MCI Vision (A)
This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details
- January 1992
- Background Note
Managing Sales Interfaces: An Introduction
Concerns issues involved in coordinating sales efforts with product management and customer service activities. First, discusses environmental factors that increase integration requirements among these groups, and why these factors make the field sales force a crucial... View Details
- 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
- November 1991 (Revised April 1994)
- Case
Nucleon, Inc.
By: Gary P. Pisano
Nucleon is a small biotechnology company whose first potential product is about to enter clinical testing. Before Nucleon can begin clinical trials, however, its management must decide how and where to manufacture the product. Three options are being contemplated: 1)... View Details
- November 1991 (Revised December 1996)
- Case
Pressco, Inc.--1985
A capital budgeting problem is viewed from the context of a marketing representative attempting to make a sale of energy saving heavy industrial equipment. Tax law changes promise to have a significant impact on the customer's decision process. Teaching purpose: To... View Details
- September 1991 (Revised August 1994)
- Background Note
Note on Pharmaceutical Industry Regulation
Traces the evolution of U.S. regulatory policy towards the pharmaceutical industry over the course of the twentieth century. A major theme is the steady shift away from a policy of 'let the buyer beware' to the creation of a complex and time-consuming review process,... View Details
- September 1991 (Revised December 1991)
- Case
G. Heileman Brewing Co. (A): Power Failure At PowerMaster
In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details