Publications

July 1981 (Revised October 1992)
Case

Chipman-Union, Inc.: Odor-Eaters Socks

By: John A. Quelch

The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution. View Details

Keywords: Distribution Channels; Product Marketing; Brands and Branding; Apparel and Accessories Industry; Health Industry

May 1981 (Revised December 1992)
Case

Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

By: John A. Quelch

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details

Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

1978
Chapter

Attitudes Toward Nutrition Labeling and Consumer Brand Preferences: The Case of Ready-to-Eat Cereals in the United States

By: J. Quelch

April 1978 (Revised January 1985)
Case

Searle Medical Instruments Group (Abridged)

By: Steven C. Wheelwright

SMIG, a division of G.D. Searle, was a fast growing high market-share company in the field of nuclear medical instruments. It manufactured two basically different product lines, one very successful and the other less so. Although marketing was separate for these... View Details

Keywords: Change; Brands and Branding; Market Participation; Production; Success; Performance Capacity; Expansion; Medical Devices and Supplies Industry

February 1977 (Revised December 1985)
Case

Deere & Co.: Industrial Equipment Operations

By: Benson P. Shapiro

Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts. View Details

Keywords: Machinery and Machining; Price; Brands and Branding; Market Entry and Exit; Manufacturing Industry; Agriculture and Agribusiness Industry; Construction Industry; United States

1976
Book

Interbrand Choice, Strategy and Bilateral Market Power

By: M. E. Porter

Keywords: Marketing Strategy; Brands and Branding

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November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Service Industry

December 1970 (Revised April 1983)
Case

Product Management at United Brands

By: Jay W. Lorsch

Keywords: Product; Management; Consumer Products Industry

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Research Summary

Branding in Digital and Social Media

This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands. The work explores the branding... View Details

Research Summary

Consumer Decision Making and Behavioral Research

By: John T. Gourville

John Gourville’s research focuses on consumer behavior, especially in the areas of pricing and consumer decision making. In the area of pricing, for instance, he has looked at the role of time on how consumers interpret and react to product costs and prices.... View Details

Research Summary

Consumer-Brand Relationships and CRM

This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands. Using a contracting theory lens supplemented with knowledge of... View Details

Research Summary

Creating and Consuming Brand Meaning

This vibrant stream explores how managers build meaning into their brands through narrative stories, and nurture, leverage, and maintain meaning over time. It also explores how consumers use this meaning embedded in brands to construct their identities and live their... View Details

Research Summary

Design Driven Innovation

By: Roberto Verganti

Firms, managers and scholars have often balanced between two approaches to innovation: user centered (where incremental innovation is pulled by the market) and technology push (where innovation comes from breakthrough development in technologies). However there is a... View Details

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

Research Summary

Energy, IT, real estate, and sustainability

By: Rebecca M. Henderson

Professor Henderson’s current research focuses on the energy, information technology, and real estate sectors and the challenges firms encounter as they attempt to act in more sustainable ways. This work is an outgrowth of her decade-long examination of the... View Details

Teaching Interest

Investment Managment for Professional and Personal Investors

By: Luis M. Viceira

IMPPI is suitable for all students interested in gaining a broad perspective on investing and the asset management business, including those targeting careers in asset management and those interested in learning how to become sophisticated consumers of investment... View Details

Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

Forthcoming
Article

No Line Left Behind: Assortative Matching Inside the Firm

By: Achyuta Adhvaryu, Vittorio Bassi, Anant Nyshadham and Jorge Tamayo

How do firms pair workers with managers, and which constraints affect the allocation of labor within the firm? We characterize the sorting pattern of managers to workers in a large readymade garment manufacturer in India and then explore potential drivers of the... View Details

Keywords: Assortative Matching; Productivity; Global Buyers; Readymade Garments; Labor; Organizational Design; Performance Productivity; Fashion Industry

Teaching Interest

Overview