Publications

June 2015 (Revised May 2017)
Teaching Note

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

November 2014
Teaching Note

Marketing Marijuana in Colorado

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Distribution Industry; Health Industry; Public Administration Industry; North and Central America

January 2014
Supplement

CleanSpritz, Spreadsheet for Students (Brief Case)

January 2014 (Revised March 2014)
Teaching Note

Cancer Screening in Japan: Market Research and Segmentation

Keywords: Market Research; Market Segmentation; Health Care Industry; Health Care and Treatment; Innovation and Invention; Marketing Strategy; Health Industry; Public Administration Industry; Communications Industry; Japan

March 2007
Supplement

Lenovo: Building a Global Brand--6 Advertisements for Lenovo's Line of ThinkPad Computers

March 2007
Supplement

Lenovo: Building a Global Brand, Video

March 2007
Supplement

Lenovo: Interview with William Amelio, CEO, Lenovo

August 2003
Case

Amnesty International

Amnesty International is a nonprofit human rights advocacy organization. Describes the challenges facing the organization and the role of branding. View Details

Keywords: Nonprofit Organizations; Problems and Challenges; Brands and Branding

Find at Harvard

June 2003 (Revised November 2005)
Case

Peace Winds Japan

Kensuke Onishi, the young entrepreneurial founder of an international Japanese nongovernment organization specializing in humanitarian relief in emerging economies, is considering its future strategic direction. This case includes extensive commentary on Peace Winds'... View Details

Keywords: Emerging Markets; Entrepreneurship; Non-Governmental Organizations; Japan; Afghanistan; Iraq

Find at Harvard

June 2003 (Revised March 2006)
Case

ACCION International

ACCION International is a major nonprofit player in microfinance. Reviews the organization's history and evolution, details current activities and relationships within its network, and assesses the organization's challenges moving forward. View Details

Keywords: Networks; Nonprofit Organizations; Microfinance

Educators

Article

Boards Must Measure Marketing Effectiveness

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

Educators

December 1995
Case

AT&T USADirect In-Language Service: India

AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, in-language international telephone service from India. View Details

Keywords: Communication Technology; Demand and Consumers; Emerging Markets; Product Launch; Telecommunications Industry; United States; India