Publications

September 1984 (Revised March 1993)
Background Note

Marketing Planning and Organization

Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that... View Details

Keywords: Marketing Strategy; Planning; Design

September 1984 (Revised October 1987)
Background Note

Note on Industry/Market Strategy

September 1984
Background Note

Marketing Research: An Overview of Research Methods

Broadly describes the scope of marketing research, and describes experiments, non-survey methods, and internal data. View Details

Keywords: Marketing Strategy; Mathematical Methods

September 1984 (Revised February 1989)
Case

Benetton (A)

By: James L. Heskett

The world's largest manufacturer of woolen outerwear garments seeks to extend its retailing network to the United States from its base in Europe. A number of issues concerning marketing, manufacturing, and logistics strategy are raised by the proposed move along with... View Details

Keywords: Logistics; Brands and Branding; Networks; Production; Marketing Strategy; Globalization; Apparel and Accessories Industry; United States; Europe

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (B)

Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany

August 1984
Case

Competitive Positioning in the Dishwasher Industry (A): The Dishwasher Market

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

August 1984
Case

Competitive Positioning in the Dishwasher Industry (C): Sears, Roebuck and Co.

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

August 1984
Case

Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

August 1984
Case

Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

August 1984
Case

Competitive Positioning in the Dishwasher Industry (B): Design and Manufacturing Co. (D&M)

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

August 1984 (Revised October 1992)
Background Note

Marketing Implementation

By: John A. Quelch

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

Keywords: Marketing Strategy

July 1984 (Revised September 1986)
Case

CML Group, Inc.: Going Public (A)

By: William A. Sahlman

Describes a series of decisions confronting Charles Leighton, co-founder and chairman of the CML Group. CML is a successful participant in the leisure time industry with two lines of business: specialty retailing and recreational consumer products. The key issues in... View Details

Keywords: Valuation; Going Public; Strategy; Business or Company Management; Cost vs Benefits; SWOT Analysis; Investment Banking; Financing and Loans; Planning; Corporate Finance; Retail Industry; Consumer Products Industry

June 1984 (Revised July 1985)
Background Note

The Marketing Process

By: Benson P. Shapiro

Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing. View Details

Keywords: Marketing

May 1984 (Revised September 1986)
Background Note

Basic Quantitative Analysis for Marketing

Shows how to calculate and use the break-even volume in marketing decision making. View Details

Keywords: Marketing Strategy; Mathematical Methods

February 1984 (Revised February 1986)
Case

E.I. du Pont de Nemours & Co.: Titanium Dioxide

By: W. Carl Kester, Robert R. Glauber, David W. Mullins Jr. and Stacy S. Dick

Disequilibrium in the $350 million TiO2 market has prompted Du Pont's Pigments Department to develop two strategies for competing in this market in the future. The growth strategy has a smaller internal rate of return than the alternative strategy due to large capital... View Details

Keywords: Forecasting and Prediction; Cash Flow; Investment Return; Growth and Development Strategy; Strategic Planning; Projects; Chemical Industry

February 1984 (Revised October 1985)
Exercise

Diversification Exercises

By: David E. Bell

Keywords: Diversification

February 1984
Case

Chicago-Midway (B): Midway (Southwest) Airlines

By: Richard H.K. Vietor

Keywords: Business and Government Relations; Governing Rules, Regulations, and Reforms; Competition; Market Entry and Exit; Air Transportation Industry

January 1984
Article

A Simulation Analysis of Alternative Pricing Strategies for Dynamic Environments

Researchers of the strategic implications of the well-known demand (e.g., adoption and diffusion) and supply (e.g., experience effects) dynamics have typically sought analytical solutions. Their success in this has been achieved partly by limiting the richness of the... View Details

Keywords: Demand and Consumers; Price; Mathematical Methods; Supply and Industry