Publications

February 1991
Case

Burlington Northern: The ARES Decision (A)

By: Julie H. Hertenstein and Robert S. Kaplan

Burlington Northern's decision whether to invest in ARES, an automated train control system, is a ($350 million) strategic investment in information technology. Although set in a service industry (railroad) the issues around this decision arise in many organizations... View Details

Keywords: Investment; Rail Transportation; Information Technology; Competitive Strategy; Performance Evaluation; Performance Effectiveness; Cost vs Benefits; Technology Adoption; Technological Innovation; Customers; Quality; Rail Industry

March 1990 (Revised October 1999)
Case

Mary Kay Cosmetics: Sales Force Incentives (A)

By: Robert L. Simons and Hilary Weston

Describes the incentive system by which Mary Kay Cosmetics motivates the sales force of 200,000 independent agents who comprise the firm's only distribution channel. Illustrates the powerful effect on sales-force behavior that results when creative types of employee... View Details

Keywords: Motivation and Incentives; Cost Management; Salesforce Management; Distribution Channels; Beauty and Cosmetics Industry; United States

June 1989 (Revised May 1993)
Case

Rossin Greenberg Seronick & Hill, Inc. (A)

By: John A. Quelch

Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid for the account, which included the submission of a "flier" referring to knowledge of a competitor's plans, as a... View Details

Keywords: Ethics; Marketing; Advertising; Advertising Industry; New England

November 1986 (Revised October 1995)
Case

Suzanne de Passe at Motown Productions (A)

By: Linda A. Hill

Illustrates: 1) the impact of a manager's leadership style on corporate culture, direction, and performance; 2) the concept of fit between leadership style and the requirements of situations in which managers find themselves; and 3) the need for managers to adapt their... View Details

Keywords: Management Style; Race; Organizational Culture; Leadership Style; Gender; Management Teams; Change Management; Situation or Environment; Creativity; Relationships; Music Industry; Music Industry

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August 1986
Case

Creative Gourmets: Excellence Through Caring

By: Ray A. Goldberg

Keywords: Food and Beverage Industry

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April 1983 (Revised October 2000)
Case

People Express (A)

By: Leonard A. Schlesinger and Debra Whitestone

Describes the start up, strategy, organizational design, and operations over the first eighteen months of the airline. Focuses on the creative use of human resources as an integral part of the business strategy. View Details

Keywords: Human Capital; Air Transportation; Organizational Design; Operations; Business Startups; Business Strategy; Air Transportation Industry; United States

Research Summary

Helping at Work

By: Teresa M. Amabile

This research focuses on collaboration and helping in creative project teams. Colin Fisher (UCL), Julianna Pillemer (NYU Stern School), and I developed a multi-year research program examining help received and given, including successful and unsuccessful helping... View Details

Keywords: Collaboration; Helping; Creativity; Creative Industries

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry