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17 Jan 2012
Working Paper Summaries

Expectations, Network Effects and Platform Pricing

Keywords: by Andrei Hagiu & Hanna Hałaburda; Entertainment & Recreation

September 2008 (Revised June 2011)
Case

Examining the Adoption of Drug-Eluting Stents

Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases... View Details

Keywords: Forecasting and Prediction; Marketing Strategy; Product Positioning; Consumer Behavior; Adoption; Medical Devices and Supplies Industry

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

Keywords: Change Management; Consumer Behavior; Distribution Channels; Brands and Branding; Innovation and Invention; Auto Industry; Rubber Industry; United States

October 1971 (Revised June 1985)
Case

Fisher-Price Toys, Inc.

Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. View Details

Keywords: Corporate Strategy; Consumer Behavior; Product Launch; Consumer Products Industry

November 2024
Case

Fyffes International SA

By: David E. Bell, Damien McLoughlin and Tonia Labruyère

Helge Sparsoe, CEO of Fyffes since 2020, had taken the tropical produce importer and distributor back to a path of stable level of profitability since he joined in 2020. He was now thinking about next steps for the business, which mainly traded in bananas. He was... View Details

Keywords: Plant-Based Agribusiness; Change Management; Environmental Sustainability; Brands and Branding; Demand and Consumers; Supply Chain; Competition; Price; Value Creation; Agriculture and Agribusiness Industry; Food and Beverage Industry; Switzerland; United Kingdom; Republic of Ireland; Colombia; Guatemala; Costa Rica; Ecuador

February 2022 (Revised May 2025)
Case

Resident 2020

By: Jeffrey F. Rayport and Thomas O. Jones

Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the... View Details

Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers

2022
Working Paper

Pricing Power in Advertising Markets: Theory and Evidence

By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu

Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media... View Details

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November 2009 (Revised December 2009)
Case

DaChan Food (Asia) in China

By: Ray A. Goldberg and David Lane

DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details

Keywords: Agribusiness; Food; Leadership Development; Demand and Consumers; Brands and Branding; Competitive Strategy; Vertical Integration; Agriculture and Agribusiness Industry; Food and Beverage Industry; China

28 Feb 2013
Working Paper Summaries

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

Keywords: by Pavel Kireyev, Koen Pauwels & Sunil Gupta; Advertising

April 1983
Case

National Chemical Corp.: Tiger-Tread

A large chemical company has developed a novel industrial maintenance item, for which a marketing program and budget must be prepared. Case requires students to forecast demand at end-user and industrial customer levels to identify elements of the marketing mix, and to... View Details

Keywords: Product Marketing; Consumer Products Industry; Consumer Products Industry

March 2013 (Revised April 2014)
Case

Barnes & Noble: Managing the E-Book Revolution

By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer

The case describes competition in the market for E-Books, and Barnes & Noble's Strategy in this industry. As a traditional retailer, B&N was challenged by the introduction of digital technologies that allow books to be published, distributed and sold to consumers... View Details

Keywords: Innovation; Technology Strategy; Platform Competition; Innovation Strategy; Information Technology; Product Development; Digital Platforms; Standards; Disruptive Innovation; Retail Industry; Publishing Industry; North America

April 1995
Case

Minnetonka Corporation: From Softsoap to Eternity

Minnetonka Corp. which was founded in 1964, began as a niche player in the gift soap and novelty toiletries markets. In 1980, it entered--and managed to capture a piece of--the mass bar-soap market with pump-dispensed Softsoap liquid soap. In 1984, the company took on... View Details

Keywords: Innovation Strategy; Consumer Products Industry

July 1996 (Revised June 1998)
Case

Gillette Indonesia

By: John A. Quelch

The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Emerging Markets; Forecasting and Prediction; Product Marketing; Consumer Products Industry; Consumer Products Industry; Indonesia

24 Oct 2008
Working Paper Summaries

Platform Rules: Multi-Sided Platforms as Regulators

Keywords: by Kevin J. Boudreau & Andrei Hagiu; Technology

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

Then, we saw the addition of a new dimension, interactivity—that is, the ability to take account of millions of individual consumer responses with the aid of electronic databases," he continues. "By using toll-free telephone... View Details

Keywords: by Peter K. Jacobs

August 2018 (Revised February 2019)
Case

Shindigz

By: Frank Cespedes

Shindigz provides party and celebratory items for various occasions and events through its branded online channel, through third-party retail and wholesale channels, and external online marketplaces. The case focuses on pricing challenges facing a venture with an... View Details

Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Brands and Branding; Distribution Channels; E-commerce; Consumer Products Industry

October 2005 (Revised August 2006)
Case

Haier: Taking a Chinese Company Global

By: Krishna G. Palepu, Tarun Khanna and Ingrid Vargas

In 2005, Haier, China's leading appliance manufacturer, had over $12 billion in worldwide sales and was the third-ranked global appliance brand behind Whirlpool and GE. Describes Haier's rise from a defunct refrigerator factory in China's Qingdao province to an... View Details

Keywords: Global Strategy; Brands and Branding; Consumer Products Industry; Consumer Products Industry; China

March 2021 (Revised July 2021)
Case

Resident

By: Jeffrey F. Rayport and Thomas O. Jones

Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the... View Details

Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers

February 2015
Teaching Note

Eataly: Reimagining the Grocery Store

By: Sunil Gupta and Michela Addis

Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details

Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Entrepreneurship; Food; Customers; Innovation and Invention; Marketing; Retail Industry; Food and Beverage Industry; Europe; North and Central America; Asia

April 1987 (Revised October 1989)
Case

Winchell Lighting, Inc. (A)

By: Robin Cooper and Robert S. Kaplan

Designed to teach students how to trace marketing costs to products. View Details

Keywords: Cost Accounting; Marketing; Consumer Products Industry

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