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- March 1999
- Case
Eastman Kodak Company
By: Robert J. Dolan
Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an... View Details
- February 1999 (Revised August 2004)
- Case
Women's National Basketball Association (WNBA)
Chronicles the background of the founding of the WNBA, its basic business concept, some of the key research information used by the NBA in launching it, and other related information. Students must analyze the "basic business model" involved and compare it to that of... View Details
- February 1999
- Case
Crimson Solutions (A)
By: Marco Iansiti and Barbara Feinberg
Describes the design and launch of an Internet venture. Focuses on the drivers of the venture's scalability and adaptability. View Details
- August 1998 (Revised June 2000)
- Case
FairMarket, Inc.: Where Buyers and Sellers Connect
By: Lynda M. Applegate, Jack Wieland and Chad M. M Raube
On February 20, 1997, FairMarket, an Internet-based business-to-business auction site, was launched. CEO, founder Scott Randall, drew on his experience building Internet businesses at NECX Direct, Yahoo, and Internet Shopping Network to build his business. This case,... View Details
- May 1998 (Revised May 1999)
- Case
Biopure Corp.
It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood... View Details
- April 1998
- Case
X-IT Products, LLC
By: Marco Iansiti, Myra M. Hart and Barbara Feinberg
Two entrepreneurs, Andrew Ive and Aldo DiBerlardino, are poised to launch their first product. The decisions they make will have a crucial impact on the future of their company. View Details
- March 1998
- Case
Launch
Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on... View Details
- March 1998 (Revised March 1999)
- Case
NIKE, Inc. in the 1990s (C)
By: John A. Quelch
In 1998, Nike's earnings and sales growth slowed. Management faced new competition from Adidas. This case asks students to review the various strategies (including diversification into sports equipment) pursued by Nike to resuscitate corporate growth. View Details
- February 1998 (Revised August 1998)
- Case
Teradyne, Inc.: Nothing Ventured, Nothing Gained
Alexander d'Arbeloff, Teradyne's founder and CEO, is launching his company into the software and network testing business. He has acquired three external start-ups and is beginning to integrate them with the rest of the company. While Teradyne's core... View Details
- January 1998 (Revised September 1998)
- Case
Staples (A)
By: Myra M. Hart, Marco Iansiti and Barbara Feinberg
Chronicles development of a new business concept. Starts with Stemberg's search for a new employment opportunity, then provides details of his decision to launch a new venture concept through careful matching of personal capabilities and experience against a variety of... View Details
- January 1998 (Revised March 1998)
- Case
Staples (C)
By: Myra M. Hart, Marco Iansiti and Barbara Feinberg
The search for appropriate hardware and software to support the launch of a new large-scale retail operation forces the management team to define their goals at a very detailed level and to make all underlying assumptions explicit. View Details
- January 1998 (Revised April 2001)
- Case
Acer America: Development of the Aspire
By: Christopher A. Bartlett and Anthony St. George
Follows the development, national launch, and global rollout of the Aspire, Acer's first new product developed outside of Taiwan. Implementing a very promising new PC concept proves challenging to Mike Culver and his U.S. team, who are plagued by coordination problems... View Details
- 1997
- Book
Finding Time: How Corporations, Individuals, and Families Can Benefit from New Work Practices
By: Leslie Perlow
Why do Americans work so hard? Are the long hours spent at work really necessary to increase organizational productivity? Perlow documents the work life of employees who assume that for their own success and the success of their organization they must put in extended... View Details
- June 1997 (Revised May 1998)
- Case
Mobil USM&R (A1)
By: Robert S. Kaplan
First of a two-part case on the development and use of a Balanced Scorecard (BSC) at Mobil's US Marketing and Refining Division. Split from the original (A) case to give students an opportunity to suggest objectives and measures for the division's initial BSC, without... View Details
- May 1997
- Teaching Note
Product Development Foundations, Instructor's Note
By: Marco Iansiti
As emphasized in the course overview, excellence in product development is built on three foundations: the activities aimed at generating, retaining, and integrating knowledge. They form the critical building blocks for the conceptualization and implementation of any... View Details
- May 1997 (Revised October 2007)
- Case
Teradyne: The Aurora Project
By: Joseph L. Bower
Three cases deal with the introduction of a new product to Teradyne's line of semiconductor test equipment. Teradyne: Managing Strategic Change provides historic and administrative background for the other two cases. This case deals with the problems facing the head of... View Details
- February 1997 (Revised January 2002)
- Case
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
- January 1997 (Revised March 1998)
- Case
Oscar Mayer: Strategic Marketing Planning
By: John A. Quelch
The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. View Details