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August 2002 (Revised June 2006)
Case

Great Dakota Bank: Online Banking

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details

Keywords: Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

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June 2003 (Revised March 2006)
Case

Modi-Revlon

By: Rohit Deshpande and Seth Schulman

The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales were very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority... View Details

Keywords: Business Subsidiaries; Marketing Strategy; Product Launch; Product Design; Value Creation; India

Article

People Make It So Hard to Ditch Plastic Straws

By: Scott Duke Kominers

Rarely has a minor consumer product received more vilification than the plastic straw. As a symbol of human wastefulness and our careless disregard for the environment, straws are the near-perfect villain. You use a plastic straw once and toss it, but it stays with us... View Details

Keywords: Environmental Sustainability; Governing Rules, Regulations, and Reforms; Consumer Behavior

July 2021
Article

The Effect of Price on Firm Reputation

By: Michael Luca and Oren Reshef

While a business's reputation can affect its pricing, prices can also affect its reputation. To explore the effect of prices on reputation, we investigate daily data on menu prices and online ratings from a large rating and ordering platform. We find that a price... View Details

Keywords: Pricing; Reputation Systems; IT Policy And Management; Economics Of Digital Platforms; Business Ventures; Reputation; Price; Consumer Behavior; Analysis

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December 2007 (Revised March 2013)
Case

Queensland Sugar Limited

By: David E. Bell and Mary L. Shelman

Until industry deregulation in 2006, Queensland Sugar ran Australia's single desk marketing system for raw sugar exports. Since deregulation, eight of the ten Queensland sugar millers have elected to continue collective marketing through QSL. However, several millers... View Details

Keywords: Plant-Based Agribusiness; Goods and Commodities; Trade; Governing Rules, Regulations, and Reforms; Competition; Marketing Strategy; Supply Chain; Network Effects; Supply and Industry; Agriculture and Agribusiness Industry; Australia

November 1996 (Revised December 1996)
Case

Rogers Communications, Inc.: The Wave

By: John A. Deighton, Karsten Voermann and Reginal Gilyard

Rogers Communications, Inc., Canada's largest cable television provider, is deciding how it should respond to developments that appear to portend the convergence of its industry with the computing and telecommunications industries. In particular, it is investigating... View Details

Keywords: Decisions; Innovation and Invention; Marketing Strategy; Market Entry and Exit; Internet and the Web; Mobile and Wireless Technology; Consumer Behavior; Technology Adoption; Telecommunications Industry; Canada

January 2014
Case

CleanSpritz

By: John A. Quelch and Alisa Zalosh

Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past five years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz's management is considering several options to... View Details

Keywords: Product Positioning; Competition; Marketing Strategy; Corporate Social Responsibility and Impact; Performance Improvement; Environmental Sustainability; Product Launch; Product Development; Consumer Products Industry

November 2023 (Revised April 2025)
Case

Norse Atlantic Airways

Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the... View Details

Keywords: Business Model; Business Startups; Market Entry and Exit; Leasing; Business Strategy; Segmentation; Interest Rates; Air Transportation Industry; Europe; North America; Norway; United Kingdom; United States

November 2000 (Revised April 2004)
Case

Airbus A3XX: Developing the World's Largest Commercial Jet (A)

By: Benjamin C. Esty and Michael Kane

In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,... View Details

Keywords: Risk and Uncertainty; Investment; Forecasting and Prediction; Capital Budgeting; Valuation; Government and Politics; Demand and Consumers; Product Development; Product Positioning; Air Transportation Industry; Manufacturing Industry

July 2010 (Revised December 2010)
Case

Beohemija's Duel

By: Das Narayandas and Kerry Herman

Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and... View Details

Keywords: Investment; Growth and Development; Innovation Strategy; Management Teams; Marketing; Product Launch; Competition; Consumer Products Industry

September 2018 (Revised April 2019)
Case

AMC Entertainment: Creating a Spectacular Moviegoing Experience (A)

By: Henry McGee and Aldo Sesia

In 2018, the Hollywood film industry is facing tough headwinds. Fewer and fewer Americans are going to movie theaters, opting instead to watch movies on demand in the comfort of their own homes or on portable devices. Adam Aron, the head of the world’s largest movie... View Details

Keywords: Exhibitors; Movies; Film Entertainment; Disruptive Innovation; Consumer Behavior; Competitive Strategy; Expansion; Global Range; Business Model; Motion Pictures and Video Industry

December 2008
Case

Taylor Fresh Foods

By: David E. Bell, Natalie Kindred and Mary Louise Shelman

In 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1 billion company and the top supplier of salads to the U.S. food service industry and to supermarket deli departments. In 2008, he was convinced that the time was right to make a big push in the fresh food... View Details

Keywords: Food; Brands and Branding; Demand and Consumers; Supply Chain Management; Competition; Expansion; Agriculture and Agribusiness Industry; United States

September 1976 (Revised March 1981)
Case

Minolta Camera Co. Ltd.

Management of one of the leading Japanese camera manufacturers is faced with the problem of unauthorized shipments from the low-price markets of Hong Kong and Japan to high-price markets of Europe and North America. Control of distribution, change of prices, model... View Details

Keywords: Globalized Firms and Management; Distribution; Price; Consumer Products Industry; Consumer Products Industry; Japan

March 1996 (Revised February 1999)
Case

Vistakon: 1 Day Acuvue Disposable Contact Lenses

By: Alvin J. Silk, Bruce Issacson and Marie Bell

Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details

Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States

July 1991 (Revised June 1992)
Case

Retail Promotional Pricing: When Is a Sale Really a Sale? (A)

Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting prices at an initially high level for a brief period of time, then discounting off the so-called "regular" or... View Details

Keywords: Courts and Trials; Price; Ethics; Consumer Behavior; Product Marketing; Retail Industry; Colorado

Ray A. Goldberg

A native of North Dakota, Dr. Goldberg received his A.B. from Harvard University in 1948, his MBA from the Harvard Graduate School of Business Administration in 1950 and his Ph.D. in Agricultural Economics from the University of Minnesota in 1952.

... View Details

Keywords: agribusiness; agriculture; fast food; food; food processing; forest products; grocery; high technology; information; restaurant; retailing; soft drink; textiles; tobacco; transportation; wholesale; wine

Career Coach

Nicola Pugliese

optimally communicating a career narrative and personal brand, through written collateral (resumes, LinkedIn profiles, cover letters), interviewing and networking. Work Experience: Gillette/P&G Ð Global Consumer Product Marketing,... View Details

Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products

2016
Teaching Note

Advanced Leadership Pathways: Laurent Adamowicz and Bon'App

By: Rosabeth M. Kanter, Tessa Natanay Hamilton and Ai-Ling Jamila Malone

Teaching Note for Case 314-028. After a successful career as Chairman and CEO of Paris-based luxury food company, Fauchon, Laurent Adamowicz sought to provide a solution to a large scale complex problem. Ultimately, Adamowicz created a mobile application to provide... View Details

Keywords: Nutritional Information; Obesity; Weight Loss; App Development; Business Startups; Nutrition; Health; Information; Mobile and Wireless Technology; Entrepreneurship; Social Enterprise; Information Technology Industry; Health Industry

14 Dec 2010
First Look

First Look: Dec. 14

increased during the 2007-2009 financial crisis. Diversification gave firms both financing and investment advantages. First, conglomerates became significantly more leveraged relative to comparable focused firms. Second, conglomerates' access to internal capital View Details

Keywords: Sean Silverthorne

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