Publications

Keywords: Energy Industry; Michigan

June 2017
Supplement

Theranos: Small Volume Blood Testing (B)

By: John A. Quelch and Irene Lu

October 2015
Case

DPDHL Group: Employee Safety and Wellbeing

By: John A. Quelch and Carin-Isabel Knoop

Management at Deutsche Post DHL Group is designing a three-country test of investment in a new health and wellbeing strategy. View Details

Keywords: Health; Wellbeing; Wellness; Safety; Risk; Employees; Human Resources; Risk Management; Service Industry; China; Mexico; Middle East

September 2015
Teaching Note

Eco7: Launching a New Motor Oil (Brief Case)

By: John A. Quelch and Sunru Yong

October 2011 (Revised March 2012)
Supplement

Cottle-Taylor: Expanding the Oral Care Group in India, Student Spreadsheet (Brief Case)

By: John A. Quelch and Alisa Zalosh

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Consumer Behavior; Marketing; Product Design; Emerging Markets; Forecasting and Prediction; Budgets and Budgeting

January 2011
Supplement

Clean Edge Razor: Splitting Hairs in Product Positioning, Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Heather Beckham

Keywords: Product Marketing

June 2009
Supplement

Manchester Products: A Brand Transition Challenge, Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Heather Beckham

June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry

January 2008
Teaching Note

Lenovo: Building A Global Brand (TN)

By: John A. Quelch and Carin-Isabel Knoop

Teaching Note for [insert case product number]. View Details

November 2007 (Revised July 2008)
Teaching Note

Marketing the "$100 Laptop" (TN) (A), (B) & (C)

By: John A. Quelch and Carin-Isabel Knoop

Teaching Note to (508-024), (508-032) & (508-065). View Details

February 1995 (Revised October 1996)
Supplement

Braas GmbH (B)

By: John A. Quelch and Carin-Isabel Knoop

1991
Book

Cases in Advertising and Promotion Management

By: John A. Quelch and Paul Farris

September–October 1994
Article

Extend Profits, Not Product Lines

By: John A. Quelch and David Kenny

December 1978 (Revised March 1992)
Case

Archdiocese of New York

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

October 1976 (Revised June 1993)
Case

Sunkist Growers, Inc.

A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. View Details

Keywords: Marketing Strategy; Marketing Communications; Advertising

December 1975
Case

St. Joseph Bank & Trust Co.

Keywords: Banks and Banking; Banking Industry

01 Sep 2009
News

Noted & Quoted

Michael Porter on health-care reform strategy (New England Journal of Medicine, July 9, 2009). “There are relatively fewer and fewer consumers willing to pay a premium or suffer a deficit in product quality in order to be patriotic and buy American.” — Professor View Details

Keywords: Business Schools & Computer & Management Training; Educational Services; Management

2005
Book

Problems and Cases in Health Care Marketing

By: John T. Gourville, John A. Quelch and V. Kasturi Rangan

Keywords: Problems and Challenges; Cases; Health; Marketing

Read Now

January 2014 (Revised June 2014)
Supplement

Dumb Ways To Die: Advertising Train Safety (B)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe