Publications

November 1990 (Revised August 1992)
Case

Corning, Inc.: A Network of Alliances

By: Christopher A. Bartlett and Ashish Nanda

Describes James Houghton's actions in assuming the role of CEO at Corning in the midst of a recession. Not only must he turn around operating performance, he must also revitalize a demoralized organization and set a new, clear strategic direction. In doing so, the case... View Details

Keywords: Business Cycles; Policy; Leading Change; Organizational Change and Adaptation; Performance Expectations; Partners and Partnerships; Business Strategy

May 1990 (Revised October 1993)
Case

Cooper Pharmaceuticals, Inc.

By: Frank V. Cespedes

Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number... View Details

Keywords: Decision Making; Resignation and Termination; Personal Development and Career; Problems and Challenges; Core Relationships

February 1979
Background Note

Note on the Theory of Optimal Capital Structure

By: William E. Fruhan Jr.

Examines the interrelationship between the maximization of the share value of a firm's common stock and the minimization of the firm's weighted average cost of capital. Presents a revised version of a case by J.W. Mullins, Jr. View Details

Keywords: Capital Structure; Cost of Capital; Stock Shares; Core Relationships; Value

Research Summary

Managing Product Development in Rapidly Changing Environments

By: Alan D. MacCormack

A consistent finding in many studies of innovation is the repeated failure of established firms when faced with radical changes in their core markets or technologies. Professor MacCormack's research takes the view that many of these failures can be attributed to the... View Details

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry