Publications

September 2000
Case

Guru.com

By: Rajiv Lal and Ann Leamon

An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. View Details

Keywords: Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy

September 2000 (Revised September 2005)
Case

New Beetle, The

By: Rajiv Lal and Nilanjana R. Pal

Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to... View Details

Keywords: Decisions; Leadership; Marketing; Marketing Communications; Product Positioning; Market Entry and Exit; Sales; Auto Industry; United States

September 2000 (Revised February 2007)
Case

Freeport Studio

By: Rajiv Lal and James Weber

Describes the start-up and first-year difficulties of Freeport Studio, a unit of L.L. Bean, founded in 1998 to sell women's clothing by catalog. First-year sales were far below plan, and projected profits did not materialize. Fran Philip must identify the problems and... View Details

Keywords: Business Startups; Profit; Growth and Development Strategy; Marketing Strategy; Strategic Planning; Problems and Challenges; Creativity

August 2000 (Revised September 2005)
Case

Omnitel Pronto Italia

By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju

Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were... View Details

Keywords: Customer Satisfaction; Marketing Channels; Marketing Strategy; Product Positioning; Market Entry and Exit; Product Development; Sales; Competition; Segmentation; Value Creation; Telecommunications Industry; Italy

August 2000 (Revised September 2005)
Case

Callaway Golf Company

By: Rajiv Lal and Edie Prescott

Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in... View Details

Keywords: Marketing Strategy; Crisis Management; Communication Strategy; Product; Business Strategy; Change Management; Competitive Advantage

March 2000 (Revised January 2001)
Case

First USA and Internet Marketing

By: Rajiv Lal and Amy H. Nelson

Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss. View Details

Keywords: Digital Marketing; Decision Choices and Conditions; Resource Allocation; Marketing Strategy; Internet and the Web

December 1999
Case

Lees Supermarkets: Customer Loyalty Programs

By: David E. Bell, Rajiv Lal and Ann Leamon

Keywords: Customer Focus and Relationships; Marketing Strategy; Food and Beverage Industry

November 1999
Case

net.Genesis, Inc.

By: Robert J. Dolan, Rajiv Lal and Perry Fagan

Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it. View Details

Keywords: Emerging Markets; Strategic Planning; Expansion; Brands and Branding; Knowledge Use and Leverage; Marketing Communications; Internet and the Web; Change Management

February 1991
Background Note

Managing Marginal New Products

By: Rajiv Lal

Keywords: Product Launch