Publications
Publications
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(3,007)
- Faculty Publications (892)
- April 1991 (Revised February 1992)
- Teaching Note
Central Maine Power Co.: Goals and Objectives Program (A) and (B), Teaching Note
By: Robert L. Simons
- March 1991 (Revised June 1993)
- Case
Chevron Corp.: Corporate Image Advertising
By: John A. Quelch
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details
- January 1991
- Case
Volkswagen of America: Audi 5000 (A)
Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details
- January 1991
- Supplement
Volkswagen of America: Audi 5000 (B)
Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details
- July 1990
- Background Note
Perceptual Mapping: A Manager's Guide
By: Robert J. Dolan
Describes the perceptual mapping technique in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. View Details
- June 1990 (Revised August 1992)
- Case
H. Ross Perot
- November 1989 (Revised February 1991)
- Case
British Petroleum Co.: Engineering Group (A) (Condensed)
By: D. Quinn Mills and G. Bruce Friesen
- February 1989
- Case
British Petroleum Co.: Engineering Group (A)
By: D. Quinn Mills and G. Bruce Friesen
Keywords: Energy Industry
- January 1989 (Revised December 1991)
- Case
British Airways: ""Go for It, America!"" Promotion (A)
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
- December 1988 (Revised December 1991)
- Case
Compagnie Generale D'Electricite
By: W. Carl Kester and Richard P. Melnick
Keywords: Energy Industry
- November 1988
- Teaching Note
Dome Petroleum Ltd., Teaching Note
By: W. Carl Kester
Keywords: Energy Industry
- September 1988 (Revised October 1992)
- Case
Suzuki Samurai
By: John A. Quelch
Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details
- September 1988 (Revised November 1995)
- Teaching Note
Phillips 66: Controlling a Company Through Crisis & Transforming for the 1990s, Teaching Note
- 1988
- Chapter
Evaluation of Government Financial Incentives to Large Scale Energy Projects: A Contingent Claims Approach
By: Carliss Y. Baldwin and Scott P. Mason
- June 1988 (Revised December 1991)
- Case
An Tai Bao Coal Mining Project
By: W. Carl Kester and Richard P. Melnick
An Tai Bao is the world's largest open-pit coal mine and is located in China's Shanxi province. After eight years of planning and negotiating, Occidental Petroleum, the foreign partner in the deal, is about to sign an ownership and financing agreement for $475 million... View Details
- April 1988 (Revised May 1992)
- Case
Gaz de France
By: W. Carl Kester
The treasurer of Gaz de France is an aggressive, proactive manager of his company's liability structure, running one of the largest swap books of any non-financial corporation in the world. Currency futures, interbank forwards, and currency options are also frequently... View Details