Publications

November – December 2008
Article

Branded for Good

By: John A. Quelch and Katherine Jocz

January 2008 (Revised September 2008)
Supplement

Marketing the "$100 Laptop" (C)

By: John A. Quelch and David Chen

In October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled... View Details

Keywords: Nonprofit Organizations; For-Profit Firms; Partners and Partnerships; Information Infrastructure; Problems and Challenges; Philanthropy and Charitable Giving; Computer Industry; Canada; Mongolia; Uruguay; United States

December 2007 (Revised October 2008)
Case

Real Madrid Club de Fútbol in 2007: Beyond the Galácticos

By: Anita Elberse and John A. Quelch

On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world's biggest soccer club and among the largest... View Details

Keywords: Talent and Talent Management; Risk Management; Brands and Branding; Marketing Strategy; Sports; Sports Industry

June 2007
Article

Which Levers Boost ROI?

By: Margeaux Cvar and John A. Quelch

The article refers to ROI, or return on investment, and focuses on a rational strategy for financial markets that uses outside industry comparisons. The first step is to identify parallel businesses that have similar characteristics such as growth, capital, and market... View Details

Keywords: Mathematical Methods; Financial Markets; Investment Return

February 1995 (Revised September 1996)
Supplement

Braas GmbH (C)

By: John A. Quelch and Carin-Isabel Knoop

January–February 1996
Article

Brands Versus Private Labels: Fighting to Win

By: John A. Quelch and David Harding

1985
Chapter

Achieving System Cooperation in Developing the Market for Consumer Videotex

By: John A. Quelch and George Yip

Web

Bibliography - Option Pricing in Theory & Practice: The Nobel Prize Research of Robert C. Merton - Exhibits - Historical Collections

published in 1900). * Cox, John C., and Stephen A. Ross. "The Valuation of Options for Alternative Stochastic Processes." Journal of Financial Economics 3, nos. 1-2 (January/March 1976): 145-166. Cox, View Details

December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

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.

By: Stephen A. Greyser and John A. Quelch

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.

By: Stephen A. Greyser and John A. Quelch

Keywords: Banks and Banking; Banking Industry