Publications

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

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October 2017
Case

Shift Technologies, Inc.

By: Thomas Eisenmann and Nicole Tempest Keller

In 2017, management at Shift, an online marketplace that uses a “high touch,” concierge approach to buy and sell used cars, was formulating plans for the San Francisco–based startup’s next phase of expansion. One option was to preserve Shift’s current business model... View Details

Keywords: Entrepreneurship; Market Design; Multi-Sided Platforms; Marketplace Matching; Growth and Development Strategy; Decision Choices and Conditions; Auto Industry; Retail Industry; United States

2012
Chapter

The Relational Roles of Brands

By: Jill Avery

In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details

Keywords: Brands; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; CRM; Customers; Customer Focus and Relationships; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry

11 Feb 2021
Blog Post

Good Leadership Is an Act of Kindness

powerful, fundamental leadership strategy is being largely overlooked. It is, in fact, the most innately human one: Be kind. According to a recent Gallup survey, less than half of employees (45 percent) feel... View Details

Keywords: All Industries

01 Sep 2023
News

Bless this Stress

National Geographic for Disney+/Craig Parry In the first episode of the National Geographic docuseries Limitless with Chris Hemsworth, Modupe Akinola (MBA 2001/PhDOB 2009) and the Australian actor gaze across downtown Sydney to a skyscraper in the distance, teetering... View Details

Keywords: Jen McFarland Flint; Business Schools & Computer & Management Training; Educational Services

22 Apr 2008
First Look

First Look: April 22, 2008

they hoped Doug Clark, a biomechanist, and his Invention Factory team would bring a scientific approach toward building the next generation of Timberland products and ideas. The team had to convince those in... View Details

Keywords: Martha Lagace

Program

Strategic Marketing for Driving Growth

prepare to succeed in today's rapidly evolving marketplace, and learn how to lead growth initiatives through innovative marketing approaches and cutting edge go-to-market... View Details

March 2011
Background Note

Customer Loyalty Schemes in the Retail Sector

By: Jose B. Alvarez and Aldo Sesia

Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to... View Details

Keywords: Customer Relationship Management; Consumer Behavior; Business Strategy; Retail Industry; United Kingdom; United States

09 Jun 2015
First Look

First Look: June 9, 2015

It is difficult for people to implement what they don't understand. Yet, research indicates that, on average, more than 50% of employees in organizations say they do not understand their organization's strategy. Further, the percentage of... View Details

Keywords: Sean Silverthorne

12 Mar 2008
Working Paper Summaries

Allocating Marketing Resources

Keywords: by Sunil Gupta & Thomas J. Steenburgh

Article

Strong Leadership and Teamwork Drive Culture and Performance Change: Ohio State University Medical Center 2000–2006

By: Leonard A. Schlesinger, Fred Sanfilippo, Neeli Bendapudi and Anthony Rucci

Several characteristics of academic health centers have the potential to create high levels of internal conflict and misalignment that can pose significant leadership challenges.

In September 2000, the positions of Ohio State University (OSU) senior vice... View Details

Keywords: Employee Relationship Management; Customer Value and Value Chain; Organizational Structure; Performance Improvement; Customer Satisfaction; Organizational Change and Adaptation; Leading Change; Service Delivery; Satisfaction; Health Care and Treatment; Health Industry; Ohio

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April 2009
Case

Performance Management at Intermountain Healthcare

By: Richard M.J. Bohmer and Alexander Romney

Intermountain Healthcare is a 21-hospital integrated delivery system serving Utah and southern Idaho that is nationally recognized for its highly structured approach to managing the quality of clinical care. This case describes Intermountain's system for improving... View Details

Keywords: Financial Strategy; Health Care and Treatment; Standards; Service Delivery; Outcome or Result; Motivation and Incentives; Health Industry; Idaho; Utah

December 2010
Case

Financing Higher Education in Australia

By: David A. Moss and Stephanie Lo

Even before Australian lawmakers abolished university tuition in 1973, students in Australia had long benefited from low tuition and large government subsidies. By the early 1980s, however, the nation's universities faced growing budget challenges and an apparent... View Details

Keywords: Economic Slowdown and Stagnation; Higher Education; Borrowing and Debt; Governing Rules, Regulations, and Reforms; Policy; Education Industry; Australia

Program

Designing and Executing Corporate Revitalization

major transitions successfully, you will expand your ability to diagnose what is not working or could be working better at your company, overcome inertia, and revitalize the organization and its culture to... View Details

October 2001 (Revised November 2017)
Case

Japan: The Miracle Years

By: Louis T. Wells

Japan experienced rapid growth in the 1950s and 1960s while following a set of policies that differ from current policies in fashion. Although some observers believe that Japanese growth occurred in spite of the policies rather than because of them, several countries... View Details

Keywords: History; Policy; Economic Growth; Business and Government Relations; Growth and Development Strategy; Japan

2020
Chapter

The Relational Roles of Brands

By: Jill Avery

In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details

Keywords: Customer Relationship Management; Customer Focus and Relationships; Customers; Brands and Branding; Marketing Strategy; Marketing

January 1998 (Revised January 2001)
Case

Sealed Air Corporation: Globalization and Corporate Culture (A)

By: Lynn S. Paine and Karen Wruck

Sealed Air Corp.'s CEO and COO are considering what approach they should take to building a seamless corporate culture worldwide. Anticipating continuing growth and expansion, especially outside the United States, they are concerned with preserving and promoting the... View Details

Keywords: Organizational Culture; Business or Company Management; Growth and Development Strategy; Expansion; Cross-Cultural and Cross-Border Issues; Policy; Leadership; United States; Europe; Asia