Publications
Publications
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(987)
- Faculty Publications (165)
- September 2010 (Revised February 2011)
- Case
Red Lobster
By: David E. Bell and Jason Riis
Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details
- Article
Selling to Many Countries Within the U.S.
By: Frank V. Cespedes and Michael Wong
In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details
- September – October 2010
- Article
The Effect of Product Variety and Inventory Levels on Retail Sales: A Longitudinal Study
By: Zeynep Ton and Ananth Raman
We examine the effects of product variety and inventory levels on store sales. Using four years of data from stores of a large retailer, we show that increases in product variety and inventory levels are both associated with higher sales. We also show that increasing... View Details
- June 2010 (Revised January 2011)
- Case
Scientific Glass Incorporated: Inventory Management
By: Steven C. Wheelwright and William Schmidt
Scientific Glassware is a fast-growing, privately held company that provides specialized glassware for laboratory and research facilities. Excess inventory is tying up extra capital needed to fund the company's expansion plans. The newly hired Manager of Inventory... View Details
- June 2010
- Case
FoldRite Furniture Company: Planning to Meet a Surge in Demand
By: Steven C. Wheelwright and Afarin Bellisario
Demand for folding and stackable chairs and tables at FoldRite Furniture Co. is unexpectedly strong. The company spent the previous two years improving manufacturing quality and efficiency, dropping poor-performing product lines, developing new products that are... View Details
- 2010
- Case
Playa Dorado
By: W. Earl Sasser
Playa Dorada Beach & Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The number of guests is expected to double in the next few years, and while the tennis facilities are a popular and well-promoted amenity at the resort, court space... View Details
- April 2010
- Case
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details
- February 2010
- Case
Go Mobile: The Phirbol Franchise
By: Rajiv Lal and Natalie Kindred
To grow Phirbol, a telecom retail franchise chain in Delhi, India's underdeveloped markets, its founders were exploring ways to offer more value to the franchisees. In mid-2009, the Phirbol franchise was comprised of some 150 franchisees that had converted their small... View Details
- February 2010
- Supplement
Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)
By: Thomas J. Steenburgh and Jill Avery
This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details
- February 2010
- Background Note
Marketing Analysis Toolkit: Market Size and Market Share Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
- November 2009 (Revised August 2011)
- Case
Warner Bros. Entertainment
By: Gary P. Pisano and Alison Berkley Wagonfeld
Examines the process used by a major motion picture studio to develop and select movie projects. Warner Bros.' strategy is to focus its efforts on a small number of major "event" films (i.e., films with the potential to generate gross box office receipts of $300... View Details
- May 2009 (Revised December 2009)
- Case
Reliance Baking Soda: Optimizing Promotional Spending
By: John A. Quelch and Heather Beckham
Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
- May 2009 (Revised December 2009)
- Teaching Note
Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
- January 2009
- Article
From Regional Star to Global Leader
By: Nitin Nohria
Yang Jianguo was recently promoted from country manager for China to global head of product development at a staid French perfume maker. He was chosen for his technical smarts and his knowledge of emerging markets—a critical avenue for growth, given that sales in the... View Details
- March 2008 (Revised March 2009)
- Case
Purolator Courier Ltd.
By: Rajiv Lal and Catherine Ross
On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been... View Details
- December 2007 (Revised April 2008)
- Exercise
The Elcer Products Transaction: Confidential Information for Elcer Products Division President
By: James K. Sebenius and Guhan Subramanian
In a six-party negotiation exercise, the TNDA Corp. plans to sell Elcer Products Division to one of four potential buyers (industrial, financial, U.S., German). This case contains confidential information for the Elcer Divisional management role. Challenges include how... View Details
- December 2007 (Revised April 2008)
- Exercise
The Elcer Products Transaction: Confidential Information for Euro Elektrische Keramische Vorrichtungen (Euro EKV), GmbH
In a six-party negotiation exercise, the TNDA Corp. plans to sell the Elcer Products Division to one of four potential buyers (industrial, financial, U.S., German). This case contains confidential information for the Euro Elektrische Keramische Vorrichtungen, GmbH... View Details
- December 2007 (Revised April 2008)
- Exercise
The Elcer Products Transaction: Confidential Information for Pearl Equity Partners
In a six-party negotiation exercise, the TNDA Corp. plans to sell the Elcer Products Division to one of four potential buyers (industrial, financial, U.S., German). This case contains confidential information for the Pearl Equity Partners management role. Challenges... View Details
Keywords: Negotiation
- December 2007 (Revised April 2008)
- Exercise
The Elcer Products Transaction: Confidential Information for RubyFibre Enterprises
In a six-party negotiation exercise, the TNDA Corp. plans to sell Elcer Products Division to one of four potential buyers (industrial, financial, U.S., German). This case contains confidential information for the RubyFibre Enterprises management role. Challenges... View Details
Keywords: Negotiation
- December 2007 (Revised April 2008)
- Exercise
The Elcer Products Transaction: Confidential Information for TNDA Corporation
In a six-party negotiation exercise, the TNDA Corp. plans to sell the Elcer Products Division to one of four potential buyers (industrial, financial, U.S., German). This case contains confidential information for the TNDA Corporation management role. Challenges include... View Details
Keywords: Negotiation