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    • News  (47)
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  • May 2011 (Revised July 2015)
  • Case

Ford Motor Company: Strengthening the Dealer Network

By: V. Kasturi Rangan, Katharine Lee and Marie Bell
The case describes a five-year effort (2006-2011) of distribution rationalization and consolidation at Ford. The financial crisis in the second-half of 2008 forced GM and Chrysler into bankruptcy. Having completed the distribution overhaul work by 2011, its senior... View Details
Keywords: Strategy; Product; Distribution; Consolidation; Distribution Channels; Transformation; Business Processes; Auto Industry
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Rangan, V. Kasturi, Katharine Lee, and Marie Bell. "Ford Motor Company: Strengthening the Dealer Network." Harvard Business School Case 511-132, May 2011. (Revised July 2015.)
  • February 2003 (Revised April 2006)
  • Case

Reaching the Bottom: UniGlobe's Small Local Stores Dilemma

By: Clayton M. Christensen and Lana Newishy
To distribute products to very small retailers in a very fragmented retail environment, the local subsidiary of a large consumer products company created an innovative distribution mechanism. The subsidiary's Small Local Stores division employed middlemen who... View Details
Keywords: Distribution Channels; Innovation and Invention; Consumer Products Industry; Philippines
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Christensen, Clayton M., and Lana Newishy. "Reaching the Bottom: UniGlobe's Small Local Stores Dilemma." Harvard Business School Case 603-114, February 2003. (Revised April 2006.)
  • May 1981 (Revised May 1985)
  • Case

MEM Co., Inc.

By: John A. Quelch
The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. View Details
Keywords: Advertising; Distribution Channels; Budgets and Budgeting; Product Development; Beauty and Cosmetics Industry
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Quelch, John A. "MEM Co., Inc." Harvard Business School Case 581-154, May 1981. (Revised May 1985.)
  • March 1986 (Revised May 1989)
  • Case

Wright Line, Inc. (B)

After working unsuccessfully for three years with the new sales and distribution channels organization, Wright Line's managers assess their experience and restructure their marketing organization. View Details
Keywords: Organizational Change and Adaptation; Marketing
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Corey, E. Raymond. "Wright Line, Inc. (B)." Harvard Business School Case 586-143, March 1986. (Revised May 1989.)
  • December 1978 (Revised January 1986)
  • Case

Pepsi-Cola (A)

By: Walter J. Salmon and Steven R. Palesy
Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ. View Details
Keywords: Innovation Strategy; Management; Marketing; Marketing Reference Programs; Network Effects; Distribution; Organizational Design; Franchise Ownership; Competition; Food and Beverage Industry
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Salmon, Walter J., and Steven R. Palesy. "Pepsi-Cola (A)." Harvard Business School Case 579-108, December 1978. (Revised January 1986.)
  • September 2015
  • Case

Eco7: Launching a New Motor Oil

By: John Quelch and Sunru Yong
Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry
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Quelch, John, and Sunru Yong. "Eco7: Launching a New Motor Oil." Harvard Business School Brief Case 916-507, September 2015.
  • July 1993 (Revised September 1994)
  • Case

Goodyear: The Aquatred Launch

By: John A. Quelch
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use... View Details
Keywords: Change Management; Consumer Behavior; Distribution Channels; Brands and Branding; Innovation and Invention; Auto Industry; Rubber Industry; United States
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Quelch, John A. "Goodyear: The Aquatred Launch." Harvard Business School Case 594-106, July 1993. (Revised September 1994.)
  • April 2010 (Revised November 2011)
  • Case

Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details
Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry
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Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
  • May 1993 (Revised October 1993)
  • Case

Vanity Fair Mills: Market Response System

Describes the "Quick Response" program developed by Vanity Fair Mills (VFM), a division of the VF Corp. Beginning in 1989, VFM reorganized its manufacturing systems, invested heavily in computer and telecommunications equipment, and formed "partnership" agreements with... View Details
Keywords: Organizational Change and Adaptation; Logistics; Distribution Channels; Manufacturing Industry
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Buzzell, Robert D. "Vanity Fair Mills: Market Response System." Harvard Business School Case 593-111, May 1993. (Revised October 1993.)
  • September 1999 (Revised October 2006)
  • Case

MarketSoft

By: Joseph B. Lassiter III and Diana S. Gardner
Greg Erman and Nancy Benovich-Gilby have assembled a team and selected a market for the launch of a high-potential venture based on using an Internet-based service to manage the flow of sales leads between principals and their distribution channel partners. Their... View Details
Keywords: Product Development; Planning; Sales; Management; Internet; Web Services Industry
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Lassiter, Joseph B., III, and Diana S. Gardner. "MarketSoft." Harvard Business School Case 800-069, September 1999. (Revised October 2006.)
  • 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
Keywords: Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Service Industry
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Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.)
  • June 2015 (Revised January 2017)
  • Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
  • November 1997 (Revised August 1998)
  • Case

Palm Computing, Inc. 1995: Financing Challenges

By: Myra M. Hart and Stephanie Dodson
The president, Donna Dubinsky, and the chairman and founder, Jeff Hawkins, discuss an opportunity to sell their company to U.S. Robotics. They must weigh this option versus accepting venture capital funding, partnering with a large company that could provide... View Details
Keywords: Venture Capital; Partners and Partnerships; Business Exit or Shutdown; Decision Choices and Conditions; Computer Industry; Information Technology Industry
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Hart, Myra M., and Stephanie Dodson. "Palm Computing, Inc. 1995: Financing Challenges." Harvard Business School Case 898-090, November 1997. (Revised August 1998.)
  • September 1988 (Revised June 1993)
  • Case

Ring Medical

By: V. Kasturi Rangan
Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized.... View Details
Keywords: Conferences; Marketing Strategy; Product Launch; Distribution Channels; Performance
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Rangan, V. Kasturi. "Ring Medical." Harvard Business School Case 589-046, September 1988. (Revised June 1993.)
  • February 1982 (Revised November 1994)
  • Case

San Fabian Supply Co. (Philippines)

MacDowell Corp., a producer of construction supplies, terminated its exclusive distribution arrangement with San Fabian Supply Co., its sole distributor in the Philippines for nearly 20 years. Paul Cheng the owner of San Fabian had to decide whether to accept... View Details
Keywords: Relationships; Distribution Channels; Construction Industry; Manufacturing Industry; Philippines
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Malone, Claudine B. B. "San Fabian Supply Co. (Philippines)." Harvard Business School Case 582-104, February 1982. (Revised November 1994.)
  • 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
Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry
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Cespedes, Frank V., and Laura Goode. "MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, September 1992. (Revised July 1994.)
  • May 2007 (Revised April 2009)
  • Case

Netflix

By: Willy C. Shih, Stephen P. Kaufman and David Spinola
Reed Hastings founded Netflix with a vision to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encouraged challenges it underwent several major strategy shifts, ultimately developing a... View Details
Keywords: Business Model; Film Entertainment; Disruptive Innovation; Growth and Development Strategy; Distribution Channels; Service Delivery; Renting or Rental; Competitive Strategy; Motion Pictures and Video Industry
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Shih, Willy C., Stephen P. Kaufman, and David Spinola. "Netflix." Harvard Business School Case 607-138, May 2007. (Revised April 2009.)
  • September 2008 (Revised February 2009)
  • Case

BMW's Project Switch (A): Importers vs. National Sales Companies

By: Das Narayandas and Kerry Herman
BMW is faced with potential channel conflicts across several EU country markets. The case highlights BMW's approach to redesigning its channel in Greece. The case provides details on both headquarter and country head perspective on BMW's channel strategy. View Details
Keywords: Marketing Strategy; Distribution Channels; Conflict and Resolution; Auto Industry; European Union; Greece
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Narayandas, Das, and Kerry Herman. "BMW's Project Switch (A): Importers vs. National Sales Companies." Harvard Business School Case 509-023, September 2008. (Revised February 2009.)
  • November 2008 (Revised May 2009)
  • Supplement

BMW's Project Switch (B): Importers vs. National Sales Companies

By: Das Narayandas, Kerry Herman and Laura Winig
BMW is faced with potential channel conflicts across several EU country markets. The case concludes the (A) case's exploration of BMW's approach to redesigning the channel in Greece. The case provides details on both headquarter and country head perspective on BMW's... View Details
Keywords: Business Units; Business Headquarters; Marketing Strategy; Distribution Channels; Conflict and Resolution; Auto Industry; European Union
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Narayandas, Das, Kerry Herman, and Laura Winig. "BMW's Project Switch (B): Importers vs. National Sales Companies." Harvard Business School Supplement 509-024, November 2008. (Revised May 2009.)
  • March 2016
  • Case

IC Group A/S

By: John R. Wells and Gabriel Ellsworth
IC Group owned several of Scandinavia's leading premium fashion brands. How should it respond to the decline of its primary wholesale distribution channels (independent fashion boutiques and department stores)? Should it open more physical stores or focus on... View Details
Keywords: IC Group; IC Companys; Carli Gry; InWear; Mads Ryder; Niels Martinsen; Premium Fashion; Fast Fashion; Business Units; Business Divisions; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Profit; Revenue; Multinational Firms and Management; Business History; Business or Company Management; Acquisition; Growth and Development Strategy; Brands and Branding; Distribution Channels; Organizational Design; Organizational Structure; Problems and Challenges; Strategy; Product Positioning; Competition; Competitive Strategy; Corporate Strategy; Vertical Integration; Segmentation; Web Sites; Apparel and Accessories Industry; Fashion Industry; Retail Industry; Scandinavia; Denmark; Sweden; Norway
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Wells, John R., and Gabriel Ellsworth. "IC Group A/S." Harvard Business School Case 716-446, March 2016.
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