Publications

August 2014 (Revised March 2015)
Case

Molycorp: Issuing the 'Happy Meal' Securities (B)

By: Benjamin C. Esty and E. Scott Mayfield

Molycorp, the Western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expansion in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. After reporting lower than expected... View Details

July–August 2014
Article

Unlock the Mysteries of Your Customer Relationships

By: Jill Avery, Susan Fournier and John Wittenbraker

Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details

Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Consumer Products Industry; United States

Find at Harvard

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry

June 1993
Teaching Note

Circuit City Stores, Inc. (A) TN

By: William J. Bruns Jr.

Teaching Note for (9-191-086). View Details

Keywords: Consumer Products Industry; Consumer Products Industry

September 2012 (Revised November 2012)
Case

The Fall of Circuit City Stores, Inc.

By: John R. Wells and Galen Danskin

On January 16, 2009, after a dismal holiday season, Circuit City was forced into liquidation. Unable to meet creditors' demands, and with no acquirer in sight, Circuit City began the process of liquidating its remaining 567 U.S. stores. Circuit City had been the leader... View Details

Keywords: Strategic Planning; Competitive Strategy; Leadership; Consumer Products Industry; Consumer Products Industry; North America

September 1992 (Revised October 1995)
Teaching Note

Eastman Kodak Co.: Managing Information Systems Through Strategic Alliances TN

By: Lynda M. Applegate

Teaching Note for (9-192-030). View Details

Keywords: Management; Information Technology; Strategy; Alliances; Consumer Products Industry; Consumer Products Industry

August 2011 (Revised November 2018)
Case

Lind Equipment

By: Richard S. Ruback and Royce Yudkoff

Lind Equipment failed to meet its loan covenants with its senior bank lender in the summer of 2008, just six months after it was acquired. While the senior bank debt comprised only 6% of the capital used in the acquisition and was fully secured, it exercised its right... View Details

Keywords: Financial Condition; Borrowing and Debt; Capital; Revenue; Financing and Loans; Financial Strategy; Financial Management; Acquisition; Financial Crisis; Currency Exchange Rate; Insolvency and Bankruptcy; Industrial Products Industry; Industrial Products Industry

November 1990 (Revised March 1994)
Supplement

Digital Equipment Corp.: The Kodak Outsourcing Agreement (B)

By: Lynda M. Applegate and Herminia M. Ibarra

Describes "Frantic Friday," the day the Digital-Kodak contract was scheduled to be signed. Designed to be handed out in class. View Details

Keywords: Job Cuts and Outsourcing; Technology; Consumer Products Industry; Consumer Products Industry

May 1990
Teaching Note

Xerox Corp.: Executive Support Systems, Teaching Note

By: Lynda M. Applegate

Keywords: Management Teams; System; Consumer Products Industry; Consumer Products Industry

February 2000 (Revised August 2000)
Case

Priceline.com: Name Your Own Price

By: Robert J. Dolan

Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline... View Details

Keywords: Price; Internet and the Web; Marketing; Emerging Markets; Consumer Products Industry; Consumer Products Industry; United States

April 1989
Case

Norton Auto Supply

By: Janice H. Hammond

Describes a multiechelon distribution system for the distribution of automobile spare parts. An analyst has been hired by the Norton Auto Supply Co. to improve the company's inventory planning and control techniques. Includes demand, cost, weight, and supplier lead... View Details

Keywords: Business or Company Management; Operations; Distribution Channels; Management Practices and Processes; Management; Strategy; Industrial Products Industry; Industrial Products Industry

January 1991 (Revised January 1993)
Case

Xerox Corp.: The Customer Satisfaction Program

In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer... View Details

Keywords: Customer Satisfaction; Consumer Products Industry; Consumer Products Industry

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (B)

By: Robert J. Dolan

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; Consumer Products Industry; Europe; West Germany

November 1990 (Revised November 1991)
Supplement

Apple Computer (C1): Reorganizing the Human Resource Function

Provides a follow-up to the (C) case. A new organization chosen for the human resource (HR) function is described. Students must compare the design chosen by Apple's HR managers with the one they chose. View Details

Keywords: Organizational Design; Human Resources; Consumer Products Industry; Consumer Products Industry

January 1991 (Revised November 1994)
Case

Black Caucus Groups at Xerox Corp. (A)

In 1970 Xerox had a very progressive affirmative action program yet, once hired, black employees faced serious problems, due both to overt discrimination and to their exclusion from the informal networks of support, information and mentoring that the other salespeople... View Details

Keywords: Prejudice and Bias; Alliances; Race Characteristics; Employees; Consumer Products Industry; Consumer Products Industry; United States