Publications
Publications
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- All HBS Web
(5,159)
- Faculty Publications (1,389)
- December 2002 (Revised May 2003)
- Case
Fonterra: Taking on the Dairy World
By: Ray A. Goldberg and Jose M. M. Porraz
Fonterra was a cooperatively owned dairy company--New Zealand's largest company and the world's largest exporter of dairy products. To maintain its leadership, Fonterra had to respond to increased competition, new consumer tastes, consolidation of its customers, and... View Details
- November 2002 (Revised June 2003)
- Case
Monsanto: Leadership in a New Environment
By: Ray A. Goldberg, James Weber and James M Beagle
Monsanto is the biotechnology leader in agriculture. How does it use its leadership in Round Up to fund long-term research and development in biotechnology that is acceptable to the priority system of consumers in different parts of the world? Includes color exhibits. View Details
- November 2002 (Revised May 2003)
- Case
ConAgra Foods
By: Ray A. Goldberg and Ingrid Vargas
In 2002, ConAgra Foods CEO Bruce Rohde was deliberating the next steps in the process of transforming the company from an agribusiness giant to a value-added food processor. ConAgra had become the second largest food company and number one food service supplier in the... View Details
- October 2002
- Exercise
Luster Paint Corporation, The
Describes a marketing director about to launch a new process for demand forecasting. Provides data that allow students to do a multivariable regression analysis. A rewritten version of an earlier case. View Details
- October 2002 (Revised January 2003)
- Case
McDonald's Russia: Managing a Crisis
By: Youngme E. Moon and Kerry Herman
In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a severe currency crisis--the ruble has plummeted in value, creating massive inflation and widespread economic disarray.... View Details
- October 2002 (Revised May 2004)
- Case
Starbucks and Conservation International
By: James E. Austin and Cate Reavis
Starbucks, the world's leading specialty coffee company, developed a strategic alliance with Conservation International, a major international environmental nonprofit organization. The purpose of the alliance was to promote coffee-growing practices of small farms that... View Details
- Article
Control, Performance, and Knowledge Transfers in Large Multinationals: Unilever in the United States, 1945-1980
By: G. Jones
This article considers key issues relating to the organization and performance of large multinational firms in the post-Second World War period. Although foreign direct investment is defined by ownership and control, in practice the nature of that "control" is far from... View Details
- September 2002
- Case
Align Technology, Inc.: Matching Manufacturing Capacity to Sales Demand
By: H. Kent Bowen and Jonathan P Groberg
Align Technology is a four-year-old medical products company that has invented a new product requiring new manufacturing processes. Demand for the new product has grown more slowly than initial forecasts predicted, and the cost structure is preventing the company from... View Details
- August 2002 (Revised January 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 1
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details
- August 2002 (Revised February 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 2
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
- August 2002 (Revised November 2016)
- Background Note
Customer Profitability and Lifetime Value
By: Elie Ofek
Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details
- August 2002 (Revised June 2006)
- Case
Great Dakota Bank: Online Banking
By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details
- June 2002
- Case
Vans: Skating on Air
By: Youngme E. Moon and David Kiron
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines... View Details
- June 2002 (Revised July 2002)
- Case
NTT DoCoMo: Marketing i-mode
By: Youngme E. Moon
i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
- April 2002 (Revised July 2002)
- Case
Imagicast
By: John T. Gourville and Alison Berkley Wagonfeld
Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time... View Details
- April 2002 (Revised September 2002)
- Background Note
Capital Controls
By: Rawi E. Abdelal and Laura Alfaro
Only in the waning years of the 20th century did international financial markets begin to enjoy the freedom from government regulation that they had experienced before the first world war. By 2002, international capital markets had grown to be enormous--$1.2 trillion... View Details
- March 2002 (Revised May 2003)
- Case
NeoPets, Inc.
By: Thomas R. Eisenmann and Elizabeth Kind
NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its... View Details
- March 2002 (Revised January 2010)
- Case
BP and the Consolidation of the Oil Industry, 1998-2002
By: Forest L. Reinhardt, Ramon Casadesus-Masanell and David J Hanson
Examines the economics of the oil and gas industry with a focus on 1998 through 2001. Discusses the rationale behind using a growth in scale as a means to increase profitability and to gain competitive advantage. Also examines the classic strategic implications of... View Details
- February 2002 (Revised October 2005)
- Case
BMWFilms
By: Youngme E. Moon and Kerry Herman
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details