Publications

April 1994 (Revised March 1997)
Case

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

June 1993 (Revised July 1995)
Case

Grupo Televisa S.A. de C.V.

June 1991
Supplement

Global Marketing Management, Video Index

July 1990 (Revised January 1995)
Case

Suzuki Samurai: The Roll-Over Crisis

May 1990 (Revised January 1991)
Case

Audi of America, Inc.

May 1990
Case

PepsiCo and Madonna

In 1989, PepsiCo withdrew an advertising campaign featuring Madonna following complaints from religious groups regarding the content of a Madonna video. View Details

Keywords: Ethics; Religion; Advertising Campaigns; Brands and Branding; Food and Beverage Industry; United States

June 1989 (Revised October 1992)
Case

Sealed Air Corp.: Marketing Impacts of Eliminating CFCs

January 1989
Case

General Foods Corp.: Local Marketing

August 1988
Background Note

Note on Consumer Goods Marketing--1988

August 1988
Background Note

Note on Local Marketing

August 1988
Background Note

Note on Sales Promotion Design

June 1987
Supplement

Sales Promotion Management, Video Index

November 1985 (Revised August 1986)
Case

General Motors Acceptance Corp. (A)

August 1984
Supplement

Glossary of Technical Terms for Personal Computers

March 1985 (Revised January 1986)
Case

General Electric Co.: Major Appliance Business Group (C)

March 1985 (Revised September 1986)
Case

General Electric Co.: Major Appliance Business Group (A)

August 1984 (Revised October 1992)
Background Note

Marketing Implementation

Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. View Details

Keywords: Marketing Strategy