Iacobucci MMCase Map

Case Map for
Iacobucci
Marketing Management 1e
(Cengage, ©2010)
This map was prepared by an experienced editor at HBS Publishing, not by a teaching professor. Faculty
at Harvard Business School were not involved in analyzing the textbook or selecting the cases and
articles.
Every case map provides only a partial list of relevant items from HBS Publishing. To explore
alternatives, or to get more information on the cases listed below, visit our web site at
http://www.hbsp.harvard.edu and use the searching functions.
Chapter 1: What is Marketing? Abstract

Guam Visitors’ Bureau The general manager of the Guam Visitors' Bureau, a destination
Publication Date: Nov. 27, 2008 marketing organization, faces the challenge of running the island's
Availability: In Stock tourism industry. There are strong interest groups, who have
Author(s): Jim Kayalar structured the competitive field in Guam, and the island's mature
Type: Case industry faces ever-increasing competition from rival destinations.
Product Number: 908M87 The general manager must formulate a realistic strategy that
Language: English acknowledges the internal and external constraints his organization
Length: 25p faces and safeguards the competitive position of Guam.
Lincoln Financial Group (A) LFG reorganizes its business in order to improve customer
Publication Date: Feb. 15, 2008 intimacy. However, to implement the strategy, they need to effect
Availability: In Stock significant changes in the skills of their salespeople. This case
Author(s): David B. Godes, David Lane series straddles human resource management, corporate strategy,
Type: Case and sales management by exploring the link between a shift in the
Product Number: 508028 firm's overall strategy (customer intimacy), the structural
Language: English implementation of this strategy in the form of the creation of a new
Length: 21p distribution company and, finally, the transformation of the selling
approach through skills assessment and development. The (A)
case describes the firm's strategic position as the "manufacturer" of
three primary product lines--annuities, insurance, and mutual
funds--which they sell to banks, broker/dealers, and independent
planners. Most of their customers have just one of these products
'on the shelf.' In 2000, they create Lincoln Financial Distributors
(LFD) which will be responsible for the wholesaling of all of these
products. The case ends by asking the students to (a) react to this
idea and (b) formulate a plan for its implementation. Simply taking
salespeople away from their product group and housing them side-
by-side with other salespeople selling other products is unlikely to
create true customer intimacy. Wes Thompson, LFD's President
and Kim Miner, the Human Resources VP, undertake a sweeping
effort in which they create a "competency model," denoting
precisely what they want their salespeople to be good at, assessing
the sales force on these dimensions, and then hiring or training in
order to get where they want to be. The (B) case provides rich
detail of the model, the assessment approach and the results of the
assessments. As the (C) case lays out, the results are stunning in
terms of their relationships as well as from a financial perspective.
The (C) then ends by offering a strategy for "Act II'" significantly
expanding the number of salespeople at LFD.
Case Map for
Iacobucci
(Cengage, ©2010)
Grupo Bimbo: Growth and Social Bimbo, headquartered in Mexico with 2008 sales of $7 billion, was
Responsibility one of the largest bakery companies in the world. Even as it had
Publication Date: Feb. 23, 2009 grown spectacularly in the last several decades, the company had
Availability: In Stock earned a stellar reputation for its Corporate Social Responsibility.
Author(s): V. Kasturi Rangan, Regina As the company set its sights on international expansion, its third
Garcia-Cuellar generation CFO, Daniel Servitje, wondered how to keep its growth
Type: Case and CSR objectives neatly aligned.
Product Number: 509025
Language: English
Length: 23p
Marketing the “$100 Laptop” (A) In 2002, Professor Nicholas Negroponte, a successful venture
Publication Date: Aug 13, 2007 capitalist, author, and co-founder and chairman emeritus of the
Availability: In Stock Massachusetts Institute of Technology (MIT) Media Lab,
Author(s): John Quelch announced his intention to build a PC so cheap as to make it
Type: Case possible to provide Internet- and multimedia-capable machines to
Product Number: 508024 millions of children in developing countries. The concept--
Language: English subsequently often referred to as the "$100 PC"--was launched at
Length: 24p the Media Lab in 2003 before being spun into a separate nonprofit
association, One Laptop Per Child (OLPC), founded by Negroponte
in January 2005. At the time skeptics, including technology industry
leaders, argued that it simply could not be done. Through
innovative design and technology, Negroponte and his team
proved them wrong but struggled to sell the concept and the
machines to the world's education ministries, who would be
purchasing the laptops for their school age children. Furthermore,
by 2007, many other low-cost PC options had emerged and OLPC
had not started shipping yet, leading some observers to wonder if
the non-profit should reconsider its strategy and options.
Go Red for Women: Raising Heart Health In 2003, the $654 million American Heart Association (AHA)
Awareness approached Cone, Inc. (a brand and communications agency) to
Publication Date: Sep 21, 2006 develop a corporate sponsorship strategy that would raise $75
Availability: In Stock million over three years. Within 12 months, the AHA launched the
Author(s): V. Kasturi Rangan highly successful Go Red For Women campaign to help women
Type: Case understand their risk for heart disease. But Go Red became more
Product Number: 507026 than a fundraising vehicle. It energized the AHA and its 22 million
Language: English volunteers, and potentially sparked a long-term movement focused
Length: 21p on women and their prevention of heart disease. Traces the
development of the relationship between Cone and the AHA and
the development of the Go Red For Women campaign. Challenges
students to assess the success of Go Red and its impact on the
AHA and its goals. Concludes by summarizing three of the AHA's
other health initiatives and questions the appropriate role for the
AHA and cause marketing.
Chapter 2: Marketing Segmentation Description
Case Map for
Iacobucci
(Cengage, ©2010)
Fashion Channel: Market Segmentation The new Senior Vice President of Marketing for The Fashion
Publication Date: Jun 1, 2007 Channel (TFC), a cable television network dedicated to round-the-
Availability: In Stock clock, fashion-oriented programming, is preparing to recommend a
Author(s): Wendy Stahl change in the company's traditional marketing approach by
Type: Case introducing a market segmentation program. This program is, in
Product Number: 2075 part, a response to the intensifying competitive environment for
Language: English TFC, and it needs to strengthen the company's brand and
Length: 12p positioning with viewers and advertisers. At the same time, the
program must maintain consumer and distributor satisfaction with
the network. Several segmentation options are being considered,
each with pros and cons. Consumer research provides insights but
does not give a simple answer regarding the best path to take. The
reader must evaluate the research results, calculate financial
scenarios, and make a recommendation. Also looks at change
management issues. TFC has never done a program like this
before, and the Senior Vice President of Marketing is new to the
job. In addition to making a recommendation, she must manage the
change process to insure that the organization and her leadership
team peers are fully aligned.
Researching & Monitoring Consumer Describes the major research techniques for consumer goods new
Markets product development, i.e. pre-test markets and electronic purchase
Publication Date: Mar 12, 1992 monitoring. Provides students with information on availability and
Availability: In Stock utility of these services.
Author(s): Robert J. Dolan
Type: Note
Language: English
Length: 10p
Cluster Analysis for Segmentation This note is designed for use in an MBA marketing research
Publication Date: Mar 22, 2007 course. It provides an overview of segmentation using K-means
Availability: In Stock clustering. A simple algorithm for K-means clustering and the
Author(s): Rajkumar Venkatesan process of profiling clusters are provided. The note discusses the
Type: Case need for segmentation in marketing and emphasizes the role of
Product Number: UV0745 managerial judgment in choosing a segmentation policy. Examples
Language: English from the insurance industry are used in the note.
Length: 12p
Cyworld: Creating & Capturing Value in In May 2008, the new CEO of Cyworld, a social network company
Social Network in Korea, had to decide how to create and capture value from his
Publication Date: Nov 26, 2008 rapidly growing user base. Cyworld was founded in 1999 and in
Availability: In Stock 2003 it was acquired by SK Telecom, a leading mobile service
Author(s): Sunil Gupta, Sangman Han provider in Korea. By 2007, Cyworld had 21 million users and $95
Type: Case million revenue--$65 million from paid items (music, virtual gifts,
Product Number: 509012 etc.), $15 million from mobile networking, and $15 million from
Language: English advertising. The new CEO had to decide which of these three
Length: revenue sources he should focus on in the future and how this
choice would influence the target customers, the service offerings
and the required capabilities.
3: Targeting Description
Case Map for
Iacobucci
(Cengage, ©2010)
Biopure Corp. It is early 1998 and Biopure Corp., a small biopharmaceutical firm
Publication Date: May 29, 1998 with no sales revenues in its ten-year history, has just received
Availability: In Stock government approval to release Oxyglobin, a revolutionary new
Author(s): John T. Gourville "blood substitute" designed to replace the need for donated animal
Type: Case (Field) blood in the veterinary market. A virtually identical product for the
Product Number: 598150 human market, Hemopure, is in the final stages of testing by
Language: English Biopure and is expected to gain approval within one to two years.
Revision Date: In response to the timing of approval for these two products, there
May 27, 1999 has been a long-running debate within Biopure as how to proceed
Length: 18p with Oxyglobin. At odds are those in charge of Oxyglobin, who
Teaching Note want to see the animal product released immediately, and those in
charge of the Hemopure, who worry that an immediate release of
Oxyglobin would create an unrealistically low price expectation for
what they feel should be a very high-margin human product.
Exacerbating the problem is the nature of the biopharmaceutical
industry, where product approval is never a certainty until achieved.
Product Team Cialis: Getting Ready to Lilly and ICOS are preparing for the launch of a new drug, Cialis, to
Market compete against Viagra. To position against the incumbent firm
Publication Date: Oct 4, 2004 Pfizer, which developed and markets Viagra, and other newcomers
Availability: In Stock into the erectile dysfunction market, they must determine how best
Author(s): Elie Ofek to segment the market and which target market to focus on. The
Type: Case marketing plan should take advantage of Cialis's medical profile. In
Product Number: 505038 particular, they must pay special attention to the communication
Language: English strategy to patients, physicians, and partners. The analysis, plan,
Revision Date: Jan 21, 2009 and action should take into account extensive market research and
Length: 26p recent competitive developments. Includes color exhibits.
Teaching Note
Louis Vuitton in India The case portrays a subtle situation in international marketing -- the
Publication Date: Dec 1, 2008 marketing of a high-end brand into a low-income nation, or the
Availability: In Stock expansion of Louis Vuitton into India. This luxury good marketer
Author(s): Shih-Fen Chen, Ramasastry faced practical problems in India, such as the challenge of
Chandrasekhar identifying potential customers, the lack of media to build its brand,
Type: Case (Field) and the absence of high streets to open stores. In Europe and the
Product Number: 908A20 U.S., luxury goods are often sold through company-owned stores
Language: English that cluster in a particular area of the city (i.e., luxury retail cluster).
Length: 16p After opening a store each in New Delhi and Mumbai inside two
Teaching Note luxury hotels, Louis Vuitton teamed up with other western brands to
develop a shopping mall. The case is designed to explore the
possibility of using a luxury mall as a replacement of luxury retail
clusters.
Case Map for
Iacobucci
(Cengage, ©2010)
Jewellworld.com—Online Jewelry The marketing manager of Jewellworld.com was faced with the
Shopping in China problem of a saturated Hong Kong market, and has to consider
Publication Date: May 16, 2005 ways in which to expand the business. In a meeting with the
Availability: In Stock marketing director, who was responsible for the development of the
Author(s): Shigefumi Makino, Anthony Hong Kong and Chinese jewelry markets, one of the main topics
Fong was the expansion of the online shopping strategy into the B2C
Type: Case area in China; however, the staff of the marketing department held
Product Number: 905A09 different views. The immediate question was whether
Language: English Jewellworld.com should move into the B2C area at full speed or
Length: 22p wait and see how other competitors fared in the China online
Teaching Note market. The other issue was the segmentation that Jewellworld
should employ if they decide to enter the B2C market in China. A
competitor had established retail stores across China. The question
was whether Jewellworld should aim to cover all market segments
and product lines, or target young people who tend to use the
Internet more frequently.
How Far Can Luxury Brands Travel? Brand extensions are always tempting to marketers, and in the
Publication Date: Mar 15, 2009 case of luxury brands the allure is particularly strong. While the
Availability: In Stock path to luxury brand success may be partly paved with extensions,
Author(s): Mergen Reddy, Nic Terblanche, there are even more examples of brand extension disasters that
Leyland Pitt, Michael Parent litter the way. Brand extensions continue to be among the most
Type: Article researched and studied phenomena in marketing. When it comes
Product Number: BH322 to luxury brands, however, the factors that lead to successful
Language: English extension have received far less attention. In this article, we
Length: 11p consider the notion of perceived premium degree of the brand as a
function of its category, and what we term the degree of adjacency
between its product categories. Building on our research, which
found that a luxury brand's perceived premium degree has a
different impact on profitability depending on whether or not the
brand is spread across adjacent product categories, we
demonstrate when luxury brand extensions work--and when they
fail. Perhaps most importantly, we herein introduce the premium
adjacency matrix as a tool for luxury brand managers to consider in
formulating extension strategies.
4: Positioning Description
Promoting Healthcare Tourism in India A joint study by the Confederation of Indian Industries and
Publication Date: Mar 15, 2007 McKinsey forecast the potential of healthcare tourism to amount to
Availability: In Stock US$2.2 billion by 2010. The Indian Government's growing
Author(s): Amy Tang, Bennett Yim awareness of this lucrative market led to a series of task forces and
Type: Case (Field) meetings to finalize decisions on how to develop the country into a
Product Number: HKU626 major health destination. Allows students to evaluate the industry
Language: English dynamics and competitive situation in order to develop a proposed
Source: University of Hong Kong positioning and targeting strategy.
Length: 28p
Case Map for
Iacobucci
(Cengage, ©2010)
The Effects of Positioning on The authors describe their research, which found that when a
Consumption quantity of a given resource - such as food, money, or cigarettes -
Publication Date: May 8, 2001 is physically divided into smaller quantities, it reduces both the total
Availability: In Stock quantity consumed and the speed of consumption. For marketers,
Author(s): Dilip Soman, Amar Cheema these results suggest that simple forms of packaging have the
Type: Case (Field) ability to create dramatic variations in consumption. For
Product Number: ROT263 consumers, the message is simple - for consumption that you want
Language: English to control (but that is tempting), the simple act of partitioning the
Source: Rotman Magazine Article resource will help curb consumption.
Length: 4p
VOSS Artesian Water from Norway VOSS is a Norwegian bottled water company that produces one of
Publication Date: Jan 23, 2009 the world's purest drinking waters, sold at an ultra-premium price in
Availability: In Stock a sleek cylindrical glass bottle of minimalist design. In the U.S. (the
Author(s): Youngme Moon, Gail company's primary market), VOSS' high-end brand presence is
McGovern, Vincent Dessain, Daniela strongest in on-premise locations -specifically, top-of-the-line
Beyersdorfer restaurants, hotels, and clubs. The brand has only recently begun
Type: Case (Field) penetrating the off-premise channel. In June 2007, Ole Christian
Product Number: 509040 Sandberg, VOSS' founder and Head of U.S. Operations is
Language: English considering how to grow the brand. The key question is whether
Source: Harvard Business School VOSS should increase its distribution in the off-premise channel:
Length: 28p Will this diminish VOSS' high-end brand cachet? A related question
is whether VOSS should begin expanding its portfolio by offering,
for example, flavored water for the rapidly-evolving U.S. bottled
water market.
RIN Detergent: To Position or Reposition In early January 1989, Irfan Mustafa, General Manager, Personal
Publication Date: Feb 7, 2008 Products and Market Research, Lever Brothers Pakistan Limited,
Availability: In Stock was wondering what action to take regarding the marketing of the
Author(s): Wasim Azhar laundry detergent bar RIN, which had been introduced to the
Type: Case (Field) Pakistani market in April 1984. The product was specially
Product Number: M313A formulated and promoted as a fabric washer. Mr. Mustafa felt the
Language: English sales volumes for RIN had reached reasonably satisfactory levels
Source: Stanford Graduate School of in 1988. However, a recent survey confirmed his suspicion that RIN
Business was primarily being used for dish washing.
Length: 8p
Teaching Note
Wang's Fortune Tea from China Wang's Fortune Tea, marketed as Wanglaoji in mainland China
Publication Date: Jun 6, 2008 and considered to be the founder of Chinese herbal tea, grew from
Availability: In Stock a strong regional brand in China with limited national market
Author(s): Gerald Yong Gao, Jiangyong penetration to becoming China's top soft drink giant with 90%
Lu, Hung Gay Fung, Linda Suen market share of the country's herbal tea industry. This case
Type: Case (Field) explores how Wang's Fortune Tea became China's top selling
Product Number: HKU759 herbal tea brand. The case asks students to analyze the company's
Language: English growth strategies and to consider if it can continue to sustain its
Source: University of Hong Kong competitive advantage while facing intense competition from
Length: 28p domestic and international companies.
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
Perceptual Mapping: A Manager’s Guide Describes the perceptual mapping technique in a non-technical
Publication Date: Jul 5, 1990 fashion. The procedure is useful for the depiction of the structure of
Availability: In Stock the market. Discusses alternative methods, presents examples of
Author(s): Robert J. Dolan each, and shows how the maps can be used in marketing decision
Type: Note making.
Language: English
Source: Harvard Business School
Length: 11p
5: Products: Goods and Services Description
Rosewood Hotels and Resorts: Branding Rosewood Hotels & Resorts, a small luxury private hotel
to Increase Customer Profitability and management firm running a collection of 12 individually branded
Lifetime Value hotels and resorts in multiple countries, was wondering how to
Publication Date: Jun 15, 2007 foster customer retention and loyalty and capture the maximum
Availability: In Stock value from its 115,000 guests. Rosewood had always allowed each
Author(s): Chekitan S. Dev, Laure hotel to stand as its own individual brand, with the Rosewood name
Mougeot Stroock presented as a muted sub-brand, if at all. Now Rosewood's new
Type: Case leadership was contemplating whether the firm should significantly
Product Number: 2087 increase the prominence of the corporate identity, making
Language: English Rosewood a corporate brand. The main challenge that Rosewood's
Length: 13p executives face is to assess whether the potential economic
benefits from increased guest retention can outweigh the
$1,000,000 marketing investment needed to implement the
corporate branding strategy. The central focus is a quantitative
assignment that asks students to calculate how customer lifetime
value would be affected by a shift from individual branding to
corporate branding.
Case Map for
Iacobucci
(Cengage, ©2010)
Art Online Sothebys.com operated from 2000 to 2003, during the tail end of
Publication Date: Aug 14, 2006 the dot-com boom, in an economy threatened by recession and in
Availability: In Stock a period when the art market overall was depressed. Historically,
Author(s): John McMillan, Eiichiro luxury goods have not sold well during recessions, and Sotheby's
Kasumori traditional auction business also did badly at this time. Sotheby's
Type: Case Holdings had a net loss of $42 million in 2001 and a net loss of $55
Product Number: EC35 million in 2002. To make matter's worse, Sotheby's management
Language: English was distracted by the lengthy and well publicized price-fixing trial,
Source: Stanford Graduate School of which led to the firm's chairman being sent to jail, Sotheby's paying
Business a settlement of over a quarter of a billion dollars, and the firm's
Length: 17p reputation being left in tatters. As Sothebys.com was shutting
down, the Wall Street Journal proclaimed that "a chapter of art-
market history" was coming to a close. Sothebys.com failed, the
Journal argued, because the "owners of the money-generating lots-
-the Monets, Warhols, and Chippendale chairs--had no interest in
selling them on the Net, nor did the buyers wish to purchase them
there." Expensive artworks sell best, the Journal said, "in real-time
sales with glossy printed catalogs and elegant auctioneers wielding
polished wooden gavels." People could easily log on to the
Sothebys.com Web site, but they did not want to bid "without
looking, touching, and feeling that unique thrill one gets in the
presence of something ineffably beautiful and satisfying." Selling
art is "a job intrinsically unsuited to the Internet." Does the collapse
of Southebys.com mean that the Internet is unsuitable for selling
fine art?
Blurring the Lines: Why It's Time to The time has come to develop new mental models that reflect the
Rethink Marketing complex inter-linkages between modern consumers and business.
Publication Date: May 1, 2008 The lines between consumer and industrial marketing are blurring
Availability: In Stock in five important ways, including the blurring of B2B and B2C
Author(s): Yoram (Jerry) Wind marketing and the blurring of value chains. The author describes
Type: Rotman Magazine Article each, along with the implications they contain for bridging
Product Number: ROT068 disciplinary silos and rethinking our approach to the roles of market
Language: English research, customer experiences, metrics and dashboards.
Length: 5p
Butler, Shine, Stern & Partners Selling an intangible like advertising services is a difficult task. The
Publication Date: Apr 14, 2008 first step is to understand how brands buy these services. What are
Availability: In Stock they looking for? What do they need to learn? How do they go
Author(s): David B. Godes about assessing things like creativity, trust, and loyalty? This set of
Type: Case cases puts the students into the roles of the seller (an advertising
Product Number: 508043 agency named Butler, Shine, Stern & Partners) and the buyer
Language: English (MINI USA) and asks them to develop a sales strategy and a
Source: Harvard Business School buying strategy for advertising services.
Length: 21p
Case Map for
Iacobucci
(Cengage, ©2010)
Toward a Greater Good--How Marketing The consumer in each of us can learn from the citizen, and the
&Democracy Can Benefit Each Other citizen can learn from the consumer. Marketers must learn from
Publication Date: Jun 15, 2007 both. Instead of seeing marketing as a threat to democracy, we
Availability: In Stock should explore how the benefits common to both give us
Author(s): John A. Quelch, Katherine A. opportunities to build bridges between the two. To recognize the
Jocz commonalities between marketing and democracy is to grant
Type: Chapter people the power to create a greater good.
Product Number: 7862BC
Language: English This chapter is excerpted from "Greater Good: How Good
Length: 12p Marketing Makes for Better Democracy."
Maria Sharapova: Marketing a Champion In July 2004, a then 17-year-old Maria Sharapova won Wimbledon,
(A) arguably the most prestigious tennis tournament in the world. Max
Publication Date: Jun 4, 2008 Eisenbud, Sharapova's agent at International Management Group
Availability: In Stock (IMG), knew the championship would lead to a flood of new
Author(s): Anita Elberse, Margarita Golod opportunities. What would be the best approach to the
Type: Case management and marketing of a champion like Maria Sharapova?
Product Number: 507065 Which of the various endorsement offers would be worthwhile to
Language: English pursue? And how could Eisenbud best leverage the resources
Source: Harvard Business School available to him at IMG? Allows for an in-depth examination of
Length: 17p marketing issues and, more specifically, sports endorsement
opportunities in the context of a world-class athlete. (As of 2006,
Sharapova is one of the world's most recognized sports figures,
and its highest compensated female athlete.) Provides unique
insights into the world of "team Sharapova," consisting of
Sharapova and her advisors at IMG, a leading sports, media, and
entertainment agency. Contains rich data on the way in which IMG
structures its sales process, and can serve to illustrate best
practices and key trade-offs in sports or entertainment marketing
initiatives.
The Metropolitan Opera (A) In April 2007, the New York City Metropolitan Opera's general
Publication Date: Mar 23, 2009 manager Peter Gelb looks back on the first season of a daring
Availability: In Stock experiment to broadcast performances live in high-definition to
Author(s): Anita Elberse, Crissy Perez movie theaters across North America. While the "Live in HD"
Type: Case program has received mostly positive reviews, there are lingering
Product Number: 509033 concerns. Do the benefits of the simulcasts continue to outweigh
Language: English the possible drawbacks and the significant operational and financial
Source: Harvard Business School resources?
Length: 18p
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
Braun: The Syncro Shaver (B) Two years later, Braun has a revolutionary new shaving system
Publication Date: Mar 25, 2006 and is struggling over how to communicate its benefits to the
Availability: In Stock market. Its novel feature, an automatic cleaning center, is not quite
Author(s): Karen Freeze yet debugged, which adds to the concerns of those who believe
Type: Case that the new shaver, outstanding in itself, should be launched solo,
Product Number: DMI018 leaving the cleaning center as an attractive accessory. Others
Language: English believe that Braun needs to offer more than "just" a new shaver at
Source: Design Management Institute a time of declining market share. How they launch and market this
Length: 17p new product around the world may determine the fate of the Braun
brand into the 21st century. For a company whose new "brand
promise" is "Designed to Make a Difference," a critical challenge is
how to position the radically new product both to gain new,
convenience-oriented consumers and to keep loyal, conservative
customers who want "only a closer and more comfortable shave."
Singapore Airlines: Customer Service The members of Singapore Airlines' (SIA) management committee
Innovation (A) needs to decide whether to cancel the implementation of the new
Publication Date: May 28, 2008 lie-flat seats in business class after the effects of the global
Availability: In Stock recession on the travel industry in September 2001. SIA was
Author(s): Rohit Deshpande, Hal Hogan considered the gold standard for its innovative customer service,
Type: Case and the $100 million new seats project for the international market
Product Number: 504025 was planned to bolster that reputation. But with increased
Language: English competition in the airline industry and the dramatic drop in travel
Source: Harvard Business School after the September 11 terrorist attacks in the United States, the
Length: 27p main agenda item for the management committee was how to cut
costs.
Case Map for
Iacobucci
(Cengage, ©2010)
6: Brands Description
Lenovo: Building a Global Brand Announced in December 2004, the $1.75 billion acquisition of
Publication Date: Jul 19, 2006 IBM's PC division by Lenovo, China's largest PC maker, made
Availability: In Stock headlines around the world. A relative upstart in the business,
Author(s): John A. Quelch Lenovo acquired the division of IBM that invented the PC in 1981.
Type: Case While Lenovo was arguably the best-known brand in China, it was
Product Number: 9-507-014 virtually unknown in the rest of the world. In 2004, over 90% of
Language: English Lenovo's revenues came from China, but with this major deal,
Revision Date: Lenovo aimed to become a global technology giant. As a new
Oct 19, 2006 multinational with 20,000 employees operating in 138 countries,
Source: HBS Lenovo needed a global marketing and branding strategy to extend
Length: 28p its global reach. This meant determining what Lenovo stood for and
Teaching Note designing products that supported that claim. In January 2006, 13
months after the deal was announced and eight months after it
closed, Lenovo is preparing for the intense limelight that would
come with its sponsorship of the February 2006 Turin Winter
Olympics. There, it plans to introduce a Lenovo-branded product
line designed from the bottom up for the small to medium
enterprise space--a move considered very bold and risky by many
observers.
UnME Jeans: Branding in Web 2.0 This case introduces emerging Web 2.0 social media in virtual
Publication Date: Dec 17, 2008 worlds, social networking sites, and video sharing sites, and
Availability: In Stock encourages students to explore the opportunities and risks they
Author(s): Thomas Steenburgh, Jill Avery present for brands. The case allows students to grapple with the
Type: Case strategic and tactical decisions that accompany marketing
Product Number: 509035 communications strategy and to combine information on consumer
Language: English behavior with an understanding of brand objectives, in order to
Source: HBS assess and evaluate new social media options. Brand manager
Length: 27p Margaret Foley is facing an increasingly complex media
Teaching Note environment in which her traditional media plan, focused on
television, print, and radio advertising, has become less effective
due to declining audiences, increased advertising clutter, and
consumers tuning out. She is exploring emerging Web 2.0 social
media options to determine if they can better achieve her branding
and advertising objectives. Her challenge is to cut through all of the
hype surrounding Web 2.0 and to analyze the social media's
potential for her brand by delving into the consumer needs and
behaviors underpinning Web 2.0 technologies.
Case Map for
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(Cengage, ©2010)
McDonald's An abstract is not available for this product.

Publication Date: Aug 7, 2007
Availability: In Stock
Author(s): John A. Quelch and Kerry
Herman
Type: Case
Language: English
Revision Date:
Apr 3, 2008
Source: HBS
Length: 11p
Teaching Note
(Product) Red (A) Describes the launch and initial results of the (PRODUCT) RED
Publication Date: Jul 12, 2008 campaign, a social marketing initiative conceived of by U2's Bono
Availability: In Stock and Bobby Shriver to combat AIDS in sub-Saharan Africa. The
Author(s): Youngme Moon, Michael I. company licensed the (RED) brand to partner companies, which
Norton, David Chen initially included Gap, Apple, Motorola, Armani, and American
Type: Case Express. The business model was structured to benefit partner
Product Number: 509013 companies by increasing consumer purchases - of (RED)-branded
Language: English products such as red iPods and phones - while also resulting in
Revision Date: increased donations to the Global Fund.
Feb 25, 2009
Source: HBS
Length: 16p
Teaching Note
Blogging at BzzAgent BzzAgent is a word-of-mouth marketing firm. The founder, Dave
Publication Date: Apr 14, 2008 Balter, sees blogs as an important way to communicate BzzAgent's
Availability: In Stock unique positioning: transparency. He sees the firm's blog--the
Author(s): David B. Godes BeeLog--as a way for the firm to participate in conversations with
Type: Case clients, employees, and "agents." However, he has been unhappy
Product Number: 508102 with the level of interaction the blog has been generating, and is
Language: English considering shutting it down. The case provides a context for a
Revision Date: May 15, 2008 discussion about word of mouth marketing and social media, as
Source: HBS well as about blogs specifically. It also provides examples of other
Length: 51p corporate blogs, and allows for students to weigh the benefits and
Teaching Note drawbacks of this potentially-important form of communication.
Building a Strong Service Brand: A strong services brand is built and sustained primarily by
Lessons Mayo Clinic customers' interactions with the provider. A services branding
Publication Date: May 15, 2007 model depicts the dynamics of brand creation. From the
Availability: In Stock interrelationships among the presented brand, external
Author(s): Leonard L. Berry, Kent D. communications, and customers' experiences emerge brand
Seltman awareness, meaning, and ultimately, equity. Illustrates the services
Type: Article branding model by showing how one organization has created,
Product Number: BH230 extended, and protected a powerful brand through an unwavering
Language: English commitment to the well being of its customers. Managers outside of
Source: Business Horizons healthcare can benefit from three branding lessons embedded in
Length: 11p the Mayo Clinic story: (1) attend to organizational values; (2) play
defense, not just offense; and (3) turn customers into marketers.
Case Map for
Iacobucci
(Cengage, ©2010)
Hearts on Fire--Brand Development Hearts On Fire, a successful branded diamond producer,

Manager established the position of Brand Development Manager (BDM) to
Publication Date: Sep 20, 2008 build the company's presence, sales, and relationships with its
Availability: In Stock retail customers. After 1 year, the CEO, CFO and President must
Author(s): Frank V. Cespedes, Benson P. evaluate the impact of the BDM on retail customers, the type of
Shapiro person required to be successful in this position, internal
Type: Case coordination issues with the company's sales force, and the
Product Number: 709436 financial returns versus other uses of capital for the company. The
Language: English case raises issues in aligning business strategy and sales
Source: HBS management systems, motivating and managing resellers, people
Length: 23p selection, and financial analysis of alternatives.
7: New Products Description
SweetWater Focuses on developing a promising idea into a viable product
Publication Date: Nov 1, 1994 design by considering customer needs early in the design process.
Availability: In Stock Following an Alaskan fishing trip, Sandy Platter, a computer
Author(s): H. Kent Bowen, Thomas D. peripherals engineer, has a new idea for a portable water-filter
Everett device for use by outdoor recreationalists.
Type: Case (Field)
Product Number: 9-695-026
Revision Date:
Nov 2, 1995
Length: 9p
Innovation at 3M Corp. (A) Describes how 3M Corp. introduces and learns a new and
Publication Date: Aug 28, 1998 innovative methodology called Lead User research to understand
Availability: In Stock future customer and market needs. A team from 3M's Medical-
Author(s): Stefan Thomke, Ashok Surgical Markets Division applies the Lead User methodology to
Nimgade the field of surgical infection control and discovers not only new
Type: Case (Field) product concepts but also a very promising new business strategy.
Product Number: 9-699-012 Focuses on: (1) 3M's approach to the management of innovation
Revision Date: and understanding market needs, (2) an in-depth description of the
Jul 23, 2002 Lead User method and its potential as applied to the medical
Length: 23p business, and (3) the managerial challenges of introducing novel
Teaching Note methods into a successful organization.
elBulli: The Taste of Innovation Ferran Adri , chef at elBulli, the highest-ranked restaurant in the
Publication Date: Mar 2, 2009 world for two consecutive years, faces two related decisions. First,
Availability: In Stock Adri and his team must continue to develop new and different
Author(s): Michael I. Norton, Julian dishes for the ground-breaking cuisine at elBulli to guarantee a
Villanueva, Luc Wathieu continuous stream of innovation, the cornerstone of the restaurant's
Type: Case (Field) success. In addition, they are also faced with the challenge of
Product Number: 509015 growing the business, exploring whether the core concepts from
Length: 21p elBulli - this "taste of innovation" - can be applied to domains
Teaching Note ranging from consulting to fast food. The case walks readers
through an evening at elBulli, by using the rave reviews of former
patrons to capture the full experience, from the long trip required to
get to the restaurant, to the tour, to descriptions of the meal itself.
Case Map for
Iacobucci
(Cengage, ©2010)
CW: Launching a Television Network In May 2006, Dawn Ostroff, president of entertainment of the newly
Publication Date: Oct 20, 2008 formed CW Television Network, was faced with the task of
Availability: In Stock choosing the final set of programs for the 2006 fall schedule, which
Author(s): Anita Elberse, S. Mark Young she would present to advertisers at the annual "upfront" market in
Type: Case (Field) New York one week later. Only four months earlier, CBS Corp. and
Product Number: 507050 Time Warner Inc. had announced they would close their UPN and
Revision Date: The WB networks, and run the CW as a joint venture. This unusual
Nov 2, 1995 partnership, a first in the history of network television, had created
Length: 22p a unique challenge for executives: an unprecedented number of
existing shows would have to be cancelled. Ostroff and her
colleagues--who had received thousands of letters, petitions, and
gifts from desperate fans begging for the renewal of their favorite
shows--had filled the empty slots. The final decision was the
toughest: although four popular shows were still in contention--
Everwood, One Tree Hill, 7th Heaven, and Veronica Mars--there
was only room for three. Which show would be the last to be axed?
And what would be the best time slots for the three last additions to
the line-up? Allows for an in-depth examination of marketing issues
in launching and operating a major broadcast television network, in
particular making programming and scheduling decisions and
managing relationships with audiences and advertisers. Provides
unique insights into the launch of a network--a rare enterprise--and
the associated marketing and branding campaign. Also contains
rich television ratings data that can form the basis for a discussion
on product portfolio management, in particular, continuation and
pruning decisions (i.e., series renewals and cancellations). Finally,
can be used to facilitate an assessment of challenges and
opportunities in developing sustainable businesses in a rapidly
changing media environment.
Tacit Meaning in Disguise Explores the role of metaphor in product development processes
Publication Date: Nov 15, 2006 and market making. Based on a sociocognitive perspective of
Availability: In Stock innovation dynamics and required learning by market actors, the
Author(s): Thorsten Teichert, Iwan potential of metaphors for mental model development during new
Wartburg, Russell Braterman product development (NPD) processes is investigated. Three roles
Type: Article for metaphors as cognitive focusing devices for the co-evolution of
Product Number: BH213 producers' and consumers' mental models are inferred: mental
Source: Business Horizons model communication, mental model matching, and mental model
Length: 11p creation. These roles are illustrated by examples that reinforce the
need for creativity in applying metaphors as cognitive focusing
devices in NPD and market making.
The Springfield Nor'easters: Revenue The marketing director of a new minor-league baseball team must
…Minor League design, conduct, and then interpret survey research to determine
Publication Date: Jul 25, 2008 optimal ticket pricing that will yield large attendance figures and
Availability: In Stock contribute to the owner's goal of breaking even in the first year of
Author(s): Frank V. Cespedes, Laura play. The pricing assignment becomes more challenging when
Winig, Christopher H. Lovelock other variables like concessions revenue are considered. Students
Type: Brief Case are asked to complete a quantitative assignment as part of case
Product Number: 2510 analysis, but they must grapple with less quantifiable factors as
Revision Date: well.
May 11, 2009
Length: 13p
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
Kraft Foods: The Coffee Pod Launch (A) The product manager for coffee development at Kraft Canada must
Publication Date: Nov 3, 2006 decide whether to introduce the company's new line of single-serve
Availability: In Stock coffee pods or await results from the United States. Key strategic
Author(s): Robin Ritchie, Aleem Visram decisions include which target market to focus on and what value
Type: Case (Field) proposition to signal. Important questions are also raised as to how
Product Number: 906A19 the new product should be branded, which flavors to offer, whether
Source: Ivey School of Business Kraft should use traditional distribution channels or direct-to-store
Length: 9p delivery, and what forms of advertising and promotion to use.
Reducing the Risk of New Product New products suffer from notoriously high failure rates. Many fail,
Development not because of technical shortcomings, but because they simply
Publication Date: Jan 1, 2006 have no market. Not surprisingly, studies have found that timely
Availability: In Stock and reliable knowledge about customer preferences and
Author(s): Susumu Ogawa, Frank T. Piller requirements is the single most important area of information
Type: Article necessary for product development. To obtain such data, many
Product Number: SMR19 organizations have made heavy--but often unsuccessful--
Source: Sloan Management Review investments in traditional market research. The authors provide an
Nov 2, 1995 alternative. Companies including Threadless, Yamaha, and Ryohin
Length: 9p Keikaku have integrated customers into the innovation process by
soliciting new product concepts directly from them. These firms
also ask customers to commit to purchasing a new product before
the companies commence final development and manufacturing.
This process--called "collective customer commitment"--can help
companies avoid costly product failures. In essence, collective
customer commitment enables firms to serve a market segment
efficiently without first having to identify that segment and helps
convert expenditures in market research directly into sales.
8: Pricing Description
Atlantic Computer: A Bundle of Pricing Atlantic Computer, a leading player in the high-end server market,
Options has detected a marketplace opportunity in the basic server
Publication Date: May 28, 2007 segment. They have developed a new server, the Tronn, to meet
Availability: In Stock the needs of this segment. In addition, they have created a
Author(s): Neeraj Bharadwaj, John B. software tool, called the "Performance Enhancing Server
Gordon Accelerator," or PESA, that allows the Tronn to perform up to four
Type: Case times faster than its standard speed. The central question revolves
Product Number: 2078 around how to price the Tronn and PESA. Although cost-plus,
Language: English competition-based, and status-quo pricing are the most common
Length: 10p means by which firms establish prices for their offerings, these
Teaching Note approaches may prevent firms from fully realizing the benefits that
are due to them. Provides an opportunity to optimize value capture
for the firm by utilizing value-in-use pricing (i.e., examining the
value that a firm's offering creates for the customer, and using the
savings generated as the basis for developing prices). Also allows
for the exploration of the challenges surrounding the
implementation of a value-in-use pricing strategy. These include
the reactions of competitors, customers, and stakeholders within
the firm.
Case Map for
Iacobucci
(Cengage, ©2010)
Fidelity Incorporated: Pricing (conjoint) This case presents an application of conjoint analysis in a financial
Publication Date: May 20, 2003 services setting. It is best used in a course on marketing research.
Availability: In Stock The decision in the case centers on a fund manager's need to
Author(s): Ronald T. Wilcox generate additional profit from a mutual fund. To do this, he needs
Type: Case to determine a new pricing structure for the fund. The case
Product Number: UV0323 presents students with the results from a real-world conjoint
Language: English analysis and requires them to work through the pricing and profit
Length: 5p implications of that analysis.
Source: Darden School of Business
Conjoint Analysis: A Manager’s Guide Presents a non-technical description of the conjoint analysis
Publication Date: May 8, 1990 methodology. Discusses the process by which such a study is done
Availability: In Stock and cites areas of application.
Author(s): Robert J. Dolan
Type: Note
Language: English
Length: 14p
Tiger-Tread Describes an innovative product launch for which a marketing plan
Publication Date: May 1, 2007 and a breakeven analysis are needed.
Availability: In Stock
Author(s): Richard N. Cardozo, Rohit To introduce students to breakeven analysis and the essentials of
Deshpande developing a marketing plan.
Type: Case
Language: English
Length: 2p
henderson bas The director of client services at henderson bas, an interactive
Publication Date: Nov 18, 2008 advertising company, was trying to decide how to set a price for the
Availability: In Stock newly proposed campaign for Halpernia Industries, one of her
Author(s): John S. Haywood-Farmer, clients. Though the strategic direction of the campaign had been
Nicole Shomair, Ari Shomair agreed upon, Halpernia had rejected the two creative proposals
Type: Case already presented to it. The director was unsure how to set a price
Product Number: 908D08 for the campaign. She needed to balance the need for the
Language: English company to be profitable with the importance of maintaining the
Source: Ivey School of Business client relationship with Halpernia by deciding whether or not to
Length: 9p charge Halpernia for the significant amount of work that had gone
into the rejected proposals.
Radiohead: Music at Your Own Price (A) In October 2007, the British band Radiohead caused a stir when it
Publication Date: May 1, 2008 announced it would allow customers to decide how much to pay for
Availability: In Stock its new album, released exclusively as a digital download and
Author(s): Anita Elberse, Jason Bergsman available only from the band's own web site. The pricing plan
Type: Case represented a significant break from the industry standard of fixed
Product Number: 508110 prices for music, typically 99 cents for individual songs and upward
Language: English of $9.99 for complete albums. How viable is such a "name-your-
Length: 7p own-pricing" plan? And what does Radiohead's move say about
Teaching Note the future of the music industry?
Case Map for
Iacobucci
(Cengage, ©2010)
Avari Ramada Hotel: Pricing Hotel In December 1988, Mr. Tahir Raza Mian, assistant sales and
Rooms marketing manager at the Avari Lahore Ramada Renaissance
Publication Date: Feb 7, 2008 Hotel (Avari), was concerned about the average room rate at the
Availability: In Stock hotel. For the first time since operations began in Lahore, Avari's
Author(s): Wasim Azhar average room rate had fallen below that of its main competitor,
Type: Case Pearl Continental Hotel. Tahir felt that he needed to re-evaluate
Product Number: M314 Avari's current pricing policy in order to develop a plan to remedy
Language: English the situation before the beginning of the new year.
Source: Stanford Graduate School of
Business
Length: 16p
Teaching Note
Chapter 9: Channels of Distribution
and Business Marketing Networks Description
and Logistics
Netflix Reed Hastings founded Netflix with a vision to provide a home
Publication Date: May 31, 2007 movie service that would do a better job satisfying customers than
Availability: In Stock the traditional retail rental model. But as it encouraged challenges it
Author(s): Willy Shih, Stephen P. underwent several major strategy shifts, ultimately developing a
Kaufman, David Spinola business model and an operational strategy that were highly
Type: Case (Field) disruptive to retail video rental chains. The combination of a large
Product Number: 9-607-138 national inventory, a recommendation system that drove viewership
Language: English across the broad catalog, and a large customer base made Netflix
Revision Date: a force to be reckoned with, especially as a distribution channel for
Nov 19, 2007 lower-profile and independent films. Blockbuster, the nation's
Source: HBS largest retail video rental firm, was initially slow to respond, but
Length: 15p ultimately rolled out a hybrid retail/online response in the form of
Blockbuster Online. Aggressive pricing pulled in subscribers, but at
a price to both it and Netflix. But a new challenge was on the
horizon: video-on-demand. How should Netflix respond?
Natureview Farm Explores channel management issues in the U.S. food industry.
Publication Date: Jun 7, 2007 Natureview Farm, a Vermont-based producer of organic yogurt with
Availability: In Stock $13 million in revenues, is the leading national yogurt brand (24%
Author(s): Karen Martinsen Fleming market share) sold into natural foods stores. It has achieved this
Type: Brief Case through its special yogurt manufacturing process and through
Product Number: 2073 cultivating personal relationships with dairy buyers in the natural
Language: English foods channel. Set in 2000, when the company faces financial
Source: HBS pressure to grow revenues to $20 million by the end of 2001 due to
Length: 12p a planned exit by its venture capital investors. The immediate
decision point that the protagonist, Natureview's vice president of
marketing, faces is whether to achieve this revenue growth by
expanding into the supermarket channel.
Case Map for
Iacobucci
(Cengage, ©2010)
OfficeTiger OfficeTiger was founded in late 1999 with an innovative approach

Publication Date: Apr 12, 2004 to global outsourcing. The company's employees, located primarily
Availability: In Stock in India, provided services for corporations, investment banks, and
Author(s): Johanna Blaxall, Joseph B. professional services firms throughout the United States, Europe,
Lassiter and Asia. Although it was hard to sell the idea to customers initially,
Type: Case (Field) by 2004 the company had grown considerably and was preparing
Product Number: 804109 for future growth, mainly by making acquisitions.
Language: English
Revision Date:
Jul 30, 2007
Source: HBS
Length: 24p
Teaching Note
Nutricia Middle East: Measuring Sales Nutricia's Middle East and African region is transitioning from a
Effectiveness trading to a customer focus. CEO Ernest Vandenbussche must
Publication Date: Apr 26, 2006 decide how to market infant milk formula most effectively in a
Availability: In Stock region where the information environment is much less rich than in
Author(s): F. Asis Martinez-Jerez, Rachel other countries/sectors and in which managers are concerned
Sha about measuring the effectiveness of their commercial actions.
Type: Case (Field) Among the most immediate decisions they need to make is the size
Product Number: 106063 of the salesforce--a decision that must be made in the context of a
Language: English commercial strategy that is not yet fully defined. As Nutricia defines
Source: HBS its strategy, it also has to define the strategic control systems it will
Length: 26p use to monitor and fine-tune the strategy moving forward.
Toyota: Service Chain Management In addition to its world-class supply and demand chain
Publication Date: Mar 18, 2005 management practices, Toyota Motor Co. Ltd excels in managing
Availability: In Stock its service chain. The service chain, which the company views as
Author(s): Hau Lee, Barchi Peleg, key to its long-term success, is responsible for providing products
Seungjin Whang in the form of service parts for maintenance and repair, and
Type: Case (Field) services in the form of improving the value that a customer derives
Product Number: GS41 from a vehicle. Service chain management is based on establishing
Language: English strong links with customers, both through the dealer channel and
Source: Stanford Graduate School of directly. Describes the network that Toyota has created to provide
Business reliable supply of service parts to dealers in an efficient manner
Length: 15p and how the company proactively helps dealers improve their
service offerings to customers. Also discusses how Toyota uses
advanced technologies, such as e-commerce and telematics, to
build strong relationships directly with the vehicle owners. Focuses
on Toyota's operations in Japan and the United States.
Olympia Machine Company, Inc. The management team of an industrial equipment supplier is
Publication Date: Feb 26, 2008 debating the company's method of compensating salespeople.
Availability: In Stock Different executives have offered different alternatives to the
Author(s): Frank V. Cespedes, Benson P. current method of straight salary plus expenses. Each option has
Shapiro different implications for business strategy, organization, control
Type: Case (Field) systems, and sales management requirements. As a result, the
Product Number: 708490 case raises issues and analytics relevant to topics such as aligning
Language: English strategy and organization, strategy implementation, and cross-
Source: HBS functional incentive systems as well as sales management.
Length: 12p
Case Map for
Iacobucci
(Cengage, ©2010)
BMW's Project Switch (A) BMW is faced with potential channel conflicts across several EU
Publication Date: Sep 17, 2008 country markets. The case highlights BMW's approach to
Availability: In Stock redesigning its channel in Greece. The case provides details on
Author(s): Das Narayandas, Kerry Herman both headquarter and country head perspective on BMW's channel
Type: Case (Field) strategy.
Language: English
Revision Date:
Feb 9, 2009
Source: HBS
Length: 20p
10: Integrated Marketing
Communications: The Advertising Description
Message
MedNet.com Confronts 'Click-Through' In January 2007, "MedNet.com" is a leading website that provides
Competition science-based health information free of charge to online visitors.
Publication Date: Apr 20, 2007 MedNet communicates with traditional web journalism, interactive
Availability: In Stock software, and social media tools such as blogs, video reports and
Author(s): Allegra Young virtual reality tours. The site operates conservatively within the
Type: Case government-regulated health information market. MedNet's
Product Number: 2066 business model relies on advertising sales, primarily to
Language: English pharmaceutical companies. MedNet competes for advertising
Length: 12p dollars with large search engines, category specific sites, and
clinical trial sites. In 2007, large search engines charge for
"results," or "click throughs." Other sites, such as online
newspapers, charge for impressions. Advertising campaigns
depend on numerous variables (an efficient audience size,
audience frame of mind, willingness to complete a transaction, etc.)
In the face of fierce advertising competition, MedNet is forced to
defend key elements of its business model vis-a-vis a large search
engine. However, in defending the advertising value MedNet
delivers, MedNet executives may be building the case for why
niche sites may be a better investment for the advertiser's budget.
Nopane Advertising Strategy Nopane is a proprietary drug that sells in much of the United
Publication Date: Oct 26, 1982 States. It faces substantial competition. The brand manager is
Availability: In Stock undertaking an experiment to determine whether ad copy should
Author(s): David E. Bell be emotional-based or rational-based. The data and associated
Type: Case regression results are included. Useful for an introductory course
Product Number: 9-893-005 on statistics, market research, or regression analysis.
Language: English
Length: 4p
The Power of Persuasion: An Exercise in Do subliminal cues have an effect on behavior? This question is at
Creating Persuasive Advertising the heart of many debates in advertising. In this exercise, students
Publication Date: Apr 20, 2007 can determine, through their own experience, the impact of
Availability: In Stock subconscious cues on their decisions. In this simulation, the
Author(s): Michael Parent, Leyland Pitt, instructor places a number of specific cues throughout the building.
Stacey Morrison Students, in turn, are tasked with creating an advertising poster for
Type: Case a chain of children's play centers. Inevitably, their posters
Product Number: 909A01 incorporate some, and sometimes all, of the cues. The exercise
Language: English can lead to a deep and constructive discussion on the effect of
Length: 12p subconscious cues on consumers.
Case Map for
Iacobucci
(Cengage, ©2010)
Chevron Corp: Corporate Image Describes a series of advertising research studies conducted by
Advertising Chevron to monitor the effectiveness of its corporate advertising.
Publication Date: Jun 4, 1993 Specific research approaches covered include the McCollum-
Availability: In Stock Spielman and Communications Techniques. The Vals Typology
Author(s): John A. Quelch developed by Stanford Research Institute is used in specifying
Type: Case target markets.
Language: English
Source: Ivey School of Business
Length: 17p
Teaching Note
JWT China: Advertising for the New This case analyzes the business strategy and expansion of JWT
Chinese Consumer China from the late 1990s to 2008. As part of the world's fourth
Publication Date: Feb 24, 2009 largest marketing communications network, JWT China grew into
Availability: In Stock one of the largest integrated communications companies in China
Author(s): Elisabeth Koll operating from offices in various parts of the country. The case
Type: Case provides students with a comprehensive history of and insights into
Product Number: 809079 China's advertising industry and the challenges for foreign and
Language: English domestic firms operating within a highly regulated media
Length: 27p environment controlled by the Chinese government. At the same
time, this case offers insights into the structure of the highly
fragmented Chinese consumers market, exploring the socio-
economic disparities in income and media access as well as
culturally determined consumer behavior across different regions
and urban and rural areas. The case lets students explore how
these trends might impact JWT's advertising and marketing
strategies in the future and how to evaluate JWT's business
expansion in China dealing with local and foreign competition.
MINI USA: Finding a New Advertising Selling an intangible like advertising services is a difficult task. The
Agency (A) first step is to understand how brands buy these services. What are
Publication Date: Jul 31, 2008 they looking for? What do they need to learn? How do they go
Availability: In Stock about assessing things like creativity, trust, and loyalty? This set of
Author(s): David B. Godes cases puts the students into the roles of the seller (an advertising
Type: Case agency named Butler, Shine, Stern and partners) and the buyer
Product Number: 508041 (MINI USA) and asks them to develop a sales strategy for
Language: English advertising services. As outlined in the (B) case, the agency
Length: 21p developed an intriguing and original approach to assessing the
intangibles and students are asked to react to it from a sales
perspective and to attempt to generalize the approach to other
sales domains.
Moslon Canada: Social Media Marketing This case describes Molson's experiment with social media for
Publication Date: Apr 20, 2007 creating brand awareness. It illustrates issues involved in social
Availability: In Stock media marketing. Molson was faced with the challenge of how
Author(s): Deborah Compeau, Israr quickly the contents of social media could spread to various
Qureshi constituencies. There was a real danger of the situation getting out
Type: Case of hand if Molson did not respond quickly. The case encourages
Product Number: 908A14 readers to ponder whether Molson's action was the only option
Language: English available and to consider what its next steps might be.
Length: 13p
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
11: Advertising Media and Integrated

Description
Marketing Communications
Brightcove and the Future of Internet Brightcove, a technology and services provider to content owners
Television in the Internet television field, aimed to become a media distribution
Publication Date: Jan 5, 2007 company in its own right. On October 30, 2006, it relaunched its
Availability: In Stock Website--and, in effect, its business. With its new, consumer-facing
Author(s): David B. Yoffie, Andrei Hagiu, home page, and with new offerings for advertisers and affiliates as
Michael Slind well as video publishers, Brightcove sought to build a four-sided
Type: Case (Field) business (or "platform") around the rapidly expanding online video
Product Number: 9-707-457 industry. Simultaneously, CEO Jeremy Allaire was completing a
Language: English major funding round that would enable the company to make
Revision Date: strategic investments in some or all of several categories:
Apr 23, 2007 technology, media distribution infrastructure, international
Source: HBS expansion, and acquisitions. As Allaire and his fellow executives
Length: 24p weighed those options, they confronted competitive threats in
Teaching Note multiple quarters, but particularly from YouTube, a hugely popular
video-sharing site that online search giant Google had recently
acquired. Covers Brightcove's vision for its multi-sided business, its
technology offering and early business model, its efforts to shift to a
new model based on media distribution, and its chief competitors in
that market space.
Reliance Baking Soda: Optimizing Reliance Baking Soda is Stewart Corporation's oldest and most
Promotional Spending established product. The new Domestic Brand Director needs to
Publication Date: May 22, 2009 create a 2008 marketing budget that delivers a profit increase of
Availability: In Stock 10% over 2007 levels. She must first evaluate the effectiveness of
Author(s): John A. Quelch, Heather past consumer and trade promotions and determine if a price
Beckham increase will have net bottom line benefits. Then she must decide
Type: Case on the optimal allocation of her marketing budget, taking into
Product Number: 4127 account the brand's apparent "cash cow" role in the Household
Language: English Division of Stewart Corporation. Students are expected to complete
Source: HBS a quantitative assignment: create and defend a budget.
Length: 12p
Teaching Note
Sony-FIFA Partnership Marketing On April 6, 2005, Sony Corporation announced the signing of a
Program: Sponsorship global partnership program contract with the Federation
Publication Date: Jun 1, 2006 Internationale de Football Association (FIFA) and the organizer of
Availability: In Stock the FIFA World Cup. The contract, which represented the first
Author(s): Mark Jeffery, Saurabh Mishra global marketing and communications platform for the Sony Group,
Type: Case would run from 2007 to 2014 with a contract value (excluding
Product Number: KEL195 services and product leases) of 33.0 billion yen (approximately
Language: English $305 million). This was a very significant marketing investment for
Source: Kellogg School of Management Sony, since the cost of event sponsorship with advertising was
Length: 18p typically two or three times the cost of the sponsorship rights;
Teaching Note hence, Sony was potentially investing a billion dollars or more on
FIFA-related marketing campaigns over the next several years.
Many Sony senior executives were questioning the return on
investment (ROI) of the FIFA sponsorship opportunity.
Case Map for
Iacobucci
(Cengage, ©2010)
The Year of Marketing Dangerously Digital advertising is growing nearly four times as fast as
Publication Date: Oct 1, 2008 advertising overall; alternative channels cost less than traditional
Availability: In Stock ones; and management increasingly insists on proof of ROI. These
Author(s): Christopher Meyer converging forces spell the end for television advertising.
Type: Article
Product Number: F0810A
Language: English
Source: Harvard Business Review
Length: 4p
Ad Lib: When Customers Create the Ad Consumers are now generating, rather than merely consuming
Publication Date: Apr 20, 2007 advertising. The consequences for brands, marketers, and senior
Availability: In Stock executives are significant. Advertising was traditionally generated
Author(s): Pierre R. Berthon, Leyland Pitt, by, or on behalf of, the firm and broadcast to relatively passive
Colin Campbell consumers. With the rise of digital media, the Internet, and
Type: Article inexpensive media software, considerable creative and distributive
Product Number: CMR401 power has been handed to the consumer. Liberated from the
Language: English exclusive control of the firm, ads now express a myriad of different
Source: California Management Review voices. Some ads are subversive, others laudatory, but the fact
Length: 26p remains that the firm is no longer in exclusive control of the
message. Using a number of high profile cases, this article
explores the motivations that drive consumers to create their own
ads and develops a typology of the ads created. It develops a
model for the various strategic stances that a firm can adopt in
response to this phenomenon so that managers can anticipate and
thus deal more effectively with some of the extreme consequences
of liberated advertising.
MedNet.com Confronts "Click-Through" In January 2007, "MedNet.com" is a leading website that provides
Competition science-based health information free of charge to online visitors.
Publication Date: Apr 7, 2007 MedNet communicates with traditional web journalism, interactive
Availability: In Stock software, and social media tools such as blogs, video reports and
Author(s): Allegra Young virtual reality tours. The site operates conservatively within the
Type: Brief Case government-regulated health information market. MedNet's
Product Number: 2066 business model relies on advertising sales, primarily to
Language: English pharmaceutical companies. MedNet competes for advertising
Source: Harvard Business Review dollars with large search engines, category specific sites, and
Length: 12p clinical trial sites. In 2007, large search engines charge for
Teaching Note "results," or "click throughs." Other sites, such as online
newspapers, charge for impressions. Advertising campaigns
depend on numerous variables (an efficient audience size,
audience frame of mind, willingness to complete a transaction, etc.)
In the face of fierce advertising competition, MedNet is forced to
defend key elements of its business model vis-a-vis a large search
engine. However, in defending the advertising value MedNet
delivers, MedNet executives may be building the case for why
niche sites may be a better investment for the advertiser's budget.
Case Map for
Iacobucci
(Cengage, ©2010)
Charles Schwab & Co., Inc.: The "Talk to Schwab management is evaluating the success of the recently
Chuck" Ad launched "Talk to Chuck" advertising campaign. This campaign
Publication Date: Jan 11, 2008 aims to differentiate Schwab in the cluttered financial services
Availability: In Stock marketplace. Test market results facilitate discussion of advertising
Author(s): John A. Quelch, Laura Winig objectives, message strategy, media selection, and performance
Type: Case measures.
Language: English
Length: 18p
Teaching Note
12: Customer Evaluation Description
Carnival Cruise Lines Highlights the potential value of customer data and the choices and
Publication Date: Jul 7, 2005 challenges the firm faces when attempting to capture this value.
Availability: In Stock Carnival collects a significant amount of individual-level behavioral
Author(s): Lynda M. Applegate, Robert J. and demographic customer data. Senior management must now
Kwortnik, Gabriele Piccoli decide how to leverage such a wealth of data to improve firm
Type: Case (Field) performance through customer targeting and acquisition, customer
Product Number: 9-806-015 retention, and customer profitability strategies.
Revision Date:
Apr 24, 2006
Length: 32p
Harrah’s Entertainment, Inc. Describes a situation facing Philip Satre, chairman and CEO of
Publication Date: Jun 14, 2004 Harrah's Entertainment, Inc. Satre was reading a May 2000 Wall
Availability: In Stock Street Journal story that discussed the company's marketing
Author(s): Rajiv Lal, Patricia Martone success in targeting low rollers, the 100% growth in stock price and
Carrolo profits in the year to December 1999, and the revenue growth of
Type: Case 50%, which significantly outpaced the industry. The exciting articles
Product Number: 9-502-011 aroused Satre's desire to know more about the activities of his then
Language: English COO, Gary Loveman, and his team of "propeller heads" with
Source: Harvard Business School respect to their database marketing efforts and the Total Reward
Length: 27p Program. Satre was interested in two questions: He wanted to
Teaching Note know how much these marketing efforts had contributed to
Harrah's overall performance and whether these marketing results
were a one-shot event or could be achieved year after year,
especially as the competition introduced similar programs.
Air Miles Canada Air Miles, the largest third party loyalty program in Canada, has
Publication Date: Apr 3, 2008 more than nine million subscribers. Competition in the loyalty card
Availability: In Stock market is heating up with the entry of Aeroplan and the myriad of
Author(s): Niraj Dawar, Ramasastry proprietary loyalty programs launched by retailers and other
Chandrasekhar brands, and Air Miles seeks to tighten its relationship with
Type: Case customers. Paradoxically, for a data-driven company focused on
Product Number: 907A09 influencing consumers individually, Air Miles opts to develop and
Language: English launch a mass advertising campaign to reconnect with consumers,
Source: Harvard Business Review and just as importantly, to re-energize internally.
Length: 11p
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
Circles: The First 10 Years Circles is a company that runs employee and customer loyalty
Publication Date: Sep 8, 2005 programs for enterprises. The company was founded by two GSB
Availability: In Stock alumnae in the late '90s. Describes the idea formation process, the
Author(s): Garth Saloner, Mike Harkey, founding of the company, various dilemmas management had in
Katherine Rudolph-Bose determining which market to pursue and how to acquire customers
Type: Brief Case without a large marketing investment and follows the transition from
Product Number: E225 a consumer- to an enterprise-oriented company. This update to the
Language: English original "Circles" case (first written in July of 2003; case # E-160)
Source: Stanford Graduate School of builds on this background information and brings a present-day
Business perspective (10 years after the founding) by illustrating the new
Length: 26p market saturation constraints that force the management team to
re-evaluate their strategy and plans for growth.
Building Loyalty in Business Markets Companies often apply consumer marketing solutions in business
Publication Date: Sep 1, 2005 markets without realizing that such strategies only hamper the
Availability: In Stock acquisition and retention of profitable customers. Unlike
Author(s): Das Narayandas consumers, business customers inevitably need customized
Type: Article products, quantities, or prices. A company in a business market
Product Number: R0509H must, therefore, manage customers individually, showing how its
Language: English products or services can help solve each buyer's problems. And it
Source: Harvard Business Review must learn to reap the enormous benefits of loyalty by developing
Length: 9p individual relationships with customers. To achieve these ends, the
firm's marketers must become aware of the different types of
benefits the company offers and convey their value to the
appropriate executives in the customer company. It's especially
important to inform customers about what the author calls
nontangible, nonfinancial benefits--above-and-beyond efforts, such
as delivering supplies on holidays to keep customers' production
lines going. The author has developed a simple set of devices--the
benefit stack and the decision-maker stack--to help marketers
communicate their firm's myriad benefits. The vendor lists the
benefits it offers, then lists the customer's decision makers,
specifying their concerns, motivations, and power bases. By linking
the two stacks, the vendor can systematically communicate how it
will meet each decision maker's needs. The author has also
developed a tool called a loyalty ladder, which helps a company
determine how much time and money to spend on relationships
with various customers. As customers become increasingly loyal,
they display behaviors in a predictable sequence, from growing the
relationship and providing word-of-mouth endorsements to
investing in the vendor company. The author has found that
customers follow the same sequence of loyalty behaviors in all
business markets.
13: Marketing Research Tools Description
Case Map for
Iacobucci
(Cengage, ©2010)
Saxonville Sausage Saxonville Sausage, a $1.5 billion manufacturer of pork sausage

Publication Date: Jun 15, 2007 products, is experiencing financial stress because its leading
Availability: In Stock product lines have lately produced declining revenues in product
Author(s): Kate Moore categories that are realizing no growth. However, one product line,
Type: Brief Case an Italian sausage brand named Vivio, has recently experienced a
Product Number: 2085 significant increase in revenues, as has the entire Italian sausage
Language: English category nationwide. Unfortunately, Vivio represents only 5% of the
Source: Harvard Business School company's total revenues. Ann Banks, a seasoned marketing
Length: 17p director, has been hired to expand Vivio, currently distributed in a
Teaching Note few cities, especially in the northeastern U.S, into a powerful
national brand. Depicts the sequence of steps Ann takes to
determine the best positioning for the brand. These steps include
analyzing and employing specific techniques for researching
customers' needs, preferences, and values; using the learning from
research to develop a motivation-centered characterization of the
target consumer; eliciting tactical ideas from a cross-departmental
team of colleagues for product "alterations," packaging, and other
contributory elements in the branding program; and finally,
choosing between two positionings that seem equally valid.
Air France Internet Marketing Rob Griffin, senior vice president and U.S. director of search for
Publication Date: Apr 7, 2007 Media Contacts, a communications consulting firm, is faced with
Availability: In Stock the task of optimizing search engine marketing (SEM) for Air
Author(s): Mark Jeffery, Lisa Egli, Andy France. At the time of the case, SEM had become an advertising
Gieraltowski, Jessica Lambert, Jason Miller, phenomenon, with North American advertisers spending $9.4
Liz Neely, Rakesh Sharma billion in the SEM channel, up 62% from 2005. Moving forward,
Type: Case Griffin wants to ensure that the team keeps its leading edge and
Product Number: KEL319 delivers the results Air France requires for optimal Internet sales
Language: English growth. The case centers upon Air France's and Media Contacts'
Source: Kellogg School of Management efforts to find the ideal SEM campaign to provide an optimal
Length: 18p amount of ticket sales in response to advertising dollars spent. This
Teaching Note optimal search marketing campaign is based on choosing effective
allocation of ad dollars across the various search engines, as well
as selecting appropriate keywords and bid strategies for placement
on the search result page for Internet users. In determining the
optimal strategy, the case presents background information on the
airline industry as well as the Internet search options available at
the time, including Google, Microsoft MSN, Yahoo!, and Kayak.
Additionally, background information is provided on SEM and its
associated costs and means of measuring the successfulness of
each marketing effort. The case illustrates how one must first
determine the key performance indicators for the project to guide
analysis and enable comparison of various SEM campaigns. Cost
per click and probability to produce a sale differ among publishers.
Therefore, using a portfolio application model's quadrant positions
can be used to determine optimal publisher strategies. Additionally,
pivot tables help illustrate campaigns and strategies that have
historically been most successful in meeting Air France's target
Internet sales. Multiple recommendations on how Media Contacts
can assist Air France in improving its SEM strategy can be derived
from the data provided.
Case Map for
Iacobucci
(Cengage, ©2010)
International Marketing Research: Global As organizations continue to pursue more global strategies, the
Project Management need to be able to understand consumers in far away places is
Publication Date: Mar 15, 2007 increasing. Marketing research is the primary mechanism through
Availability: In Stock which companies understand their current, as well as potential,
Author(s): Rb Young, Robert B. Young, customers. As companies contemplate the global marketplace,
Rajshekhar G. Javalgi they must consider how domestic market research differs when
Type: Article conducted in international markets. In an effort to help internal
Product Number: BH225 client side marketing, research managers design and implement
Language: English improved international research studies. Briefly discusses the
Source: Business Horizons context for international market research and provides a framework
Length: 10p for conducting international market research projects. Additionally,
presents several factors that should be considered by marketers
who engage in global market research studies. These factors
represent the variety of challenges that must be addressed in order
to conduct research across national borders. Particular attention is
paid to the nuances related to primary data collection and
questionnaire construction.
Assessing the Chinese Palate Capital (A) American Securities Capital (AS), a private equity firm based in
Publication Date: Apr 7, 2007 New York City, seeks to research and analyze the Chinese
Availability: In Stock foodservice market, to assess opportunities for AS portfolio
Author(s): Wesley R. Hartmann, Arar Han restaurant chains and identify additional restaurant related
Type: Case opportunities. Tasked with this project is a newly hired director
Product Number: M317A (post-MBA, ex-consultant) in AS's Shanghai office. A market survey
Language: English has now been conducted. What are the appropriate takeaways?
Source: Stanford Graduate School of How can AS segment the market, and what does each segment
Business want from a Western dining experience?
Length: 7p
14: Marketing Strategy Description
Marketing at The Vanguard Group Senior executives at Vanguard are evaluating their marketing
Publication Date: Aug 5, 2003 strategy. In particular, they are looking at their approach to market
Availability: In Stock segmentation, the organization of the marketing function, and the
Author(s): John A. Quelch, Carin-Isabel weight placed on marketing metrics in the corporate dashboard in
Knoop light of an economic and stock market downturn.
Type: Case (Field)
Language: English
Revision Date:
Jul 20, 2004
Source: HBS
Length: 21p
Case Map for
Iacobucci
(Cengage, ©2010)
TiVo 2007: DVRs and Beyond Tom Rogers, CEO of TiVo, had placed multiple strategic bets on
Publication Date: Dec 20, 2007 his company. In September 2007, that strategy was due for a major
Availability: In Stock test. TiVo was a maker of digital video recorder (DVR) products
Author(s): David B. Yoffie, Michael Slind and a distributor of DVR technology. Rogers believed that macro-
Type: Case trends in the home entertainment industry--the convergence of
Product Number: 708401 standard television with the delivery of video content via broadband
Language: English Internet, and the related crisis faced by companies whose business
Source: Harvard Business Review models relied on TV advertising--played to TiVo's unique strengths.
Length: 32p Leadership in DVR technology and a TV-centric user interface
Teaching Note arguably positioned TiVo to become something more than a
consumer electronics company. That was Roger's big bet.
Implementing it required making six other bets: continuing to sell
stand-alone DVRs in the retail market, despite rapidly eroding
market share; distributing TiVo service in partnership with cable
and satellite TV providers (which also functioned as TiVo's chief
competitors in the DVR market); developing a platform for DVR-
based advertising; entering the audience research business;
leveraging TiVo's intellectual property both through litigation and in
the marketplace; and expanding into non-U.S. markets. In late
2007, a pivotal new product, a major distribution deal with cable
operator Comcast, and a key intellectual property lawsuit were all
reaching points of critical impact.
Google, Inc.: "Figuring Out How to Deal Would it be possible for Google to enter China without violating its
with China" informal corporate motto, "Don't Be Evil?" In 2005, Google, Inc.'s
Publication Date: Aug 1, 2001 top management team and board of directors struggled to decide if
Availability: In Stock the company should enter China--and if so, how. Since 2000, the
Author(s): Anne T. Lawrence company had offered a Chinese-language version of its popular
Type: Brief Case search engine hosted on servers outside China. However, Chinese
Product Number: BAB131 users found this service slow and unreliable, and Google was
Language: English rapidly losing market share, particularly to the Chinese firm Baidu.
Source: Babson At the same time, the number of Internet users in China--and with
Length: 21p them the potential for online advertising revenue--had been
Teaching Note growing almost exponentially. Yet, serious ethical questions
remained unresolved. China operated the most far-reaching and
sophisticated system of Internet censorship in the world. Any
Internet firm doing business there would have to filter content that
the communist regime considered offensive. Moreover, the
Chinese government had demanded that other U.S. Internet firms
identify individuals who had used their e-mail or blogs to criticize
the authorities, and at least one dissident had been jailed as a
result. Was doing business in China compatible with Google's
mission to make the world's information "universally accessible and
useful?"
Case Map for
Iacobucci
(Cengage, ©2010)
The Brand in the Hand: Mobile The global media manager for Adidas International is responsible
Marketing at Adidas for developing and championing a new marketing strategy at
Publication Date: Nov 7, 2007 Adidas called "brand in the hand" that is based on the convergence
Availability: In Stock of cell phones and wireless Internet. Presents company
Author(s): Andrew Rohm, Fareena Sultan, background information, data on the penetration of mobile devices
David Wesley such as cell phones, the growth of global mobile marketing
Type: Case practices, and several mobile marketing communications
Product Number: 905A24 campaigns that Adidas launched in 2004, such as a mobile news
Language: English ticker for the 2004 European soccer championship. Introduces a
Source: Ivey School of Business specific campaign--Respect M.E.--featuring Missy Elliott, a popular
Length: 25p female hip-hop artist, and discusses the company's mobile
Teaching Note marketing strategy to support Elliott's new line of sportswear.
Avaya (A) Avaya's top management wants to improve demand generation.
Publication Date: Apr 14, 2008 This requires an improvement in the relationship between Sales
Availability: In Stock and Marketing. This case series (Avaya (A)-(D)) walks the student
Author(s): David B. Godes through each phase of this process. The (A) case begins with
Type: Case background on the firm, and asks the student to come up with a
Product Number: 508048 strategy to improve the way in which Sales and Marketing work
Language: English together. In the (B) case, we see their strategy in the form of a
Source: Harvard Business School "unified funnel" and a demand generation framework. The unified
Length: 23p funnel communicates the idea that not only should the marketing
Teaching Note funnel and the sales funnel be linked "vertically"--in the sense that
Marketing's leads should flow seamlessly into Sales' funnel--but
they should also be integrated horizontally. This latter point refers
to the idea that Sales and Marketing should each play a role in
each phase of the process from email marketing solutions right
through to the close. That is, they argue that the two functions are
best integrated by encouraging them to work simultaneously, not
just sequentially. The demand generation framework, on the other
hand, makes explicit what it means for them to work together. For
example, they stipulate that Marketing should be included on the
weekly sales conference call. The students are then asked to think
about how they would implement these ideas. In the (C) case, the
implementation plan for a specific market--Brazil--is described. In
particular, we are given data that were used in the roll-out process
that showed the market's managers how they compared with other
markets on a number of dimensions. Finally, the (D) case shows
some early data suggesting that this new method of working
together has had a significant impact.
Terumo (A) Terumo faces two challenges: how to sell its catheter products in
Publication Date: Mar 21, 2008 the U.S. and its new "Solution Pack" in its domestic market, Japan.
Availability: In Stock The case provides rich detail on the firm's evolution from a
Author(s): David B. Godes, Masako manufacturer of thermometers to a seller of commodity products
Egawa, Mayuka Yamazaki like syringes to a diversified firm offering a range of advanced
Type: Case products--catheters and graphs, for example--in addition to
Product Number: 508068 commodity products. It describes how the firm's sales strategy--
Language: English including changes in structure and compensation--changed as its
Source: Harvard Business School overall product line evolve. The case also offers an interesting
Length: 33p contrast for students studying sales forces, in terms of how this
Teaching Note Japanese model differs in the way, for example, the firm
compensates--and views--salespeople.
Case Map for
Iacobucci
(Cengage, ©2010)
15: Marketing Plans Description

Cola Wars Continue: Coke and Pepsi in Examines the industry structure and competitive strategy of Coca-
2006 Cola and Pepsi over 100 years of rivalry. New challenges in 2006
Publication Date: May 9, 2006 include boosting flagging carbonated soft drink (CSD) sales and
Availability: In Stock finding new revenue streams. Both firms also began to modify their
Author(s): David B. Yoffie, Michael Slind bottling, pricing, and brand strategies. They looked to emerging
Type: Case (Library) international markets to fuel growth and broaden their portfolios of
Product Number: 9-706-447 alternate beverages like tea, juice, sports drinks, energy drinks,
Language: English and bottled water. Coca-Cola and Pepsi-Cola had vied for the
Revision Date: "throat share" of the world's beverage market. The most intense
Apr 2, 2007 battles of the cola wars were fought over the $66 billion CSD
Length: 28p industry in the United States, where the average American
consumes 52 gallons of CSD per year. In a "carefully waged
competitive struggle," from 1975 to 1995, both Coke and Pepsi had
achieved average annual growth of around 10%, as both U.S. and
worldwide CSD consumption consistently rose. This cozy situation
was threatened in the late 1990s, however, when U.S. CSD
consumption declined slightly before reaching what appeared to be
a plateau. Considers whether Coke's and Pepsi's era of sustained
growth and profitability was coming to a close or whether this
apparent slowdown was just another blip in the course of a century
of enviable performance.
Blogging: A New Play in your Marketing The emergence, proliferation, and ubiquity of the Internet have not
Game Plan only transformed businesses, but also altered the relationship
Publication Date: Jul 11, 2008 between the business and the customer. Recent advances in
Availability: In Stock technology have helped to migrate this relationship to an interactive
Author(s): Tanuja Singh, Liza Veron- level where technology contributes to brand building by creating
Jackson, Joe Cullinane and sustaining a long-term relationship with the customer. Media
Type: Article fragmentation and customer indifference to traditional marketing
Product Number: BH281 tools are forcing marketers to seek new opportunities so the
Language: English marketing message not only captures customers' attention, but also
Source: Business Horizons tries to engage them with the company. This paper discusses blogs
Length: 12p within the context of creating this new, more enduring relationship
with the customer. Blogs are discussed within the framework of
Web 2.0, the next generation of the Internet, which is comprised of
user-generated content and social computing. The use of blogs by
several companies as tools to better engage the customer in the
creation, delivery, and dissemination of marketing messages is
also demonstrated.
Taylor Fresh Foods In 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1
Publication Date: Dec 15, 2008 billion company and the top supplier of salads to the U.S. food
Availability: In Stock service industry and to supermarket deli departments. In 2008, he
Author(s): David E. Bell, Natalie Kindred, was convinced that the time was right to make a big push in the
Mary Shelman fresh food area to satisfy consumers that were demanding more
Type: Case convenient, natural, good-tasting, and locally-grown foods. Bruce
Product Number: 509008 needed an action plan to make Taylor Fresh the industry leader
Language: English before his competition woke up to the opportunity that lay before
Source: Harvard Business School them all.
Length: 38p
Teaching Note
Case Map for
Iacobucci
(Cengage, ©2010)
Merck: Global Health and Access to The case describes the effort of Merck, a global leader in
Medicines pharmaceuticals, in making available its medicines to the poor. The
Publication Date: May 6, 2009 challenge for the company (or for that matter, any pharmaceutical
Availability: In Stock company) is how to integrate its business strategy with its
Author(s): V. Kasturi Rangan, Katharine corporate social responsibility, especially when operating in "lower
Lee income" countries.
Type: Case
Language: English
Source: Harvard Business School
Length: 28p

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Chapter 1: What is Marketing? Abstract

McDonald's An abstract is not available for this product.

Hearts on Fire--Brand Development Hearts On Fire, a successful branded diamond producer,

OfficeTiger OfficeTiger was founded in late 1999 with an innovative approach

11: Advertising Media and Integrated

Saxonville Sausage Saxonville Sausage, a $1.5 billion manufacturer of pork sausage

15: Marketing Plans Description

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