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Publications
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(5,168)
- Faculty Publications (1,387)
- December 1994 (Revised March 1996)
- Case
Ciba Consumer Pharmaceuticals' Acutrim: Challenges and Opportunities in Today's Diet Industry
By: Nancy F. Koehn and Rebecca Voorheis
Since its introduction in 1983, Acutrim has been a major player in the U.S. appetite suppressant market and in the broader diet industry. This case focuses on the strategic, regulatory, marketing, and financial challenges this product and the rapidly changing diet... View Details
- November 1994 (Revised February 1997)
- Case
Levi Strauss & Co.: Global Sourcing (A)
By: Lynn S. Paine and Jane Palley Katz
In 1993, senior managers at Levi Strauss & Co., the world's largest brand-name apparel manufacturer, were deciding whether the company should have a business presence in China, given the human rights and other problems there. The China Policy Group has been asked to... View Details
- October 1994 (Revised January 1997)
- Case
Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)
By: V. Kasturi Rangan and Marie Bell
Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division now considers an extension into the pizza line. This case provides a... View Details
- October 1994 (Revised August 2006)
- Case
Sport Obermeyer Ltd.
By: Janice H. Hammond and Ananth Raman
The case describes operations at a skiwear design and merchandising company and its supply partner. Introduces production planning for short-life-cycle products with uncertain demand and allows students to analyze a reduced version of the company's production planning... View Details
- September 1994 (Revised October 2002)
- Case
Citibank: Launching the Credit Card in Asia Pacific (A)
Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand... View Details
- July 1994
- Case
Microsoft: Multimedia Publications (A)
By: Marco Iansiti and Ellen Stein
Microsoft Corp. has built a highly successful business around computer software (both applications and system software) using a particular organizational structure. Now that the company has chosen to enter the consumer market with a CD-ROM product, how should Microsoft... View Details
- July 1994 (Revised March 1995)
- Case
Microsoft: Multimedia Publications (B)
By: Marco Iansiti and Ellen Stein
Microsoft is about to release an apparently successful CD-ROM baseball product. The company is trying to determine what product(s) should be developed next, how it should organize itself, and what role it should play in the development of such products. View Details
- June 1994
- Case
Green Marketing at Rank Xerox
Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in... View Details
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
- June 1994 (Revised September 1994)
- Background Note
Commercializing Technology: Imaginative Understanding of User Needs
The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details
- June 1994
- Background Note
Scope and Challenge of Business-to-Business Marketing
Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details
- May 1994
- Background Note
Segmenting Customers in Mature Industrial Markets: An Application
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
- April 1994 (Revised January 1995)
- Case
StarKist (A)
Set in April 1990, this case focuses on H.J. Heinz and its subsidiary, StarKist, the largest producer of canned tuna in the United States. During the 1980s, the public became increasingly concerned about tuna fishing practices that killed dolphins. StarKist was the... View Details
- February 1994 (Revised May 1995)
- Case
Eastman Kodak Co.: Funtime Film
By: Robert J. Dolan
Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. View Details
- December 1993 (Revised November 2009)
- Case
Manville Corporation Fiber Glass Group (A)
By: Lynn S. Paine and Sarah Gant
Manville Corp.'s senior managers must decide how to respond to a new scientific study suggesting that fiberglass, the source of 75% of the company's profits, may be another asbestos and must act under conditions of great uncertainty. In particular, when should a... View Details
- October 1993 (Revised December 2003)
- Case
Bausch & Lomb: Regional Organization
By: John A. Quelch
The CEO of Bausch & Lomb is contemplating replacing an international division with three regional divisions to sustain the company's growth, especially in international markets, and to add value to customers. View Details
- October 1993 (Revised September 1994)
- Case
Catalina Marketing Corp.
By: David E. Bell, Walter J. Salmon and Dinny Starr
Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details
- July 1993 (Revised September 1994)
- Case
Goodyear: The Aquatred Launch
By: John A. Quelch
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use... View Details
- April 1993 (Revised July 1994)
- Case
MathSoft, Inc. (A)
MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details