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All HBS Web
(116,424)
- Faculty Publications (171)
- May 1993 (Revised July 1994)
- Case
P&G and Everyday Low Prices
Keywords:
Product Marketing
Greyser, Stephen A. "P&G and Everyday Low Prices." Harvard Business School Case 593-108, May 1993. (Revised July 1994.)
- March 1993
- Case
IBM: When the Numbers Failed to Compute
Keywords:
Computer Industry
Greyser, Stephen A. "IBM: When the Numbers Failed to Compute." Harvard Business School Case 593-079, March 1993.
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign...
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Keywords:
Advertising Campaigns;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Multinational Firms and Management;
Corporate Strategy;
Consumer Products Industry;
United States;
Germany
Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
- December 1992
- Case
Du Pont: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the...
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Keywords:
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Corporate Strategy;
Chemical Industry
Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,...
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Keywords:
Advertising Campaigns;
Trade;
Marketing Strategy;
Market Entry and Exit;
Performance Evaluation;
Germany;
United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- December 1992 (Revised October 1993)
- Case
BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself
By: Stephen A. Greyser and Wendy Smith Schille
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is...
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Keywords:
Advertising;
Change Management;
Transformation;
Brands and Branding;
Product Positioning;
Production;
Luxury;
Segmentation;
Auto Industry
Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
- October 1992
- Case
Maria Guavera's Summer Work: A Personal Odyssey
By: Stephen A. Greyser and Nancy Langford
Greyser, Stephen A., and Nancy Langford. "Maria Guavera's Summer Work: A Personal Odyssey." Harvard Business School Case 593-039, October 1992.
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords:
Advertising
- September 1992 (Revised October 1995)
- Case
Exxon: Communications After Valdez
By: Stephen A. Greyser and Nancy Langford
Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of...
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Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
- September 1992 (Revised September 1993)
- Case
Volvo and the Monster Mash
By: Stephen A. Greyser and Nancy Langford
Keywords:
Auto Industry
Greyser, Stephen A., and Nancy Langford. "Volvo and the Monster Mash." Harvard Business School Case 593-024, September 1992. (Revised September 1993.)
- August 1992
- Case
Procter & Gamble: What's the Story?
By: Ellen D. Herman and Stephen A. Greyser
Herman, Ellen D., and Stephen A. Greyser. "Procter & Gamble: What's the Story?" Harvard Business School Case 593-013, August 1992.
- July 1992
- Case
Bank One and Increased Consumer Credit
Greyser, Stephen A. "Bank One and Increased Consumer Credit." Harvard Business School Case 593-004, July 1992.
- 1992
- Book
Cases in Advertising and Communications Management
By: S. A. Greyser
Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.
- January 1992
- Case
Calling For Cash: The Massachusetts Lottery 900-Number Decision
Greyser, Stephen A. "Calling For Cash: The Massachusetts Lottery 900-Number Decision." Harvard Business School Case 592-076, January 1992.
- November 1991
- Case
Magic Johnson: Endorsements ""After""...?
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both...
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Keywords:
Marketing Strategy;
Value;
Sports;
Advertising;
Alliances;
Problems and Challenges;
Decision Choices and Conditions;
Brands and Branding;
Consumer Products Industry;
Sports Industry;
Entertainment and Recreation Industry
Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
- November 1991
- Case
Investor Relations at Work: Situations in the Financial Marketplace
Greyser, Stephen A. "Investor Relations at Work: Situations in the Financial Marketplace." Harvard Business School Case 592-052, November 1991.
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share.
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Keywords:
Advertising Campaigns;
Cost Management;
Information Publishing;
Marketing Strategy;
Market Participation;
Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
- November 1991
- Case
British Airways: ""The World's Biggest Offer""
Keywords:
Air Transportation Industry
- November 1991
- Supplement
G. Heileman Brewing Co. (B): The ""Nightline"" Decision
Supplements the (A) case.
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Keywords:
Food and Beverage Industry
Greyser, Stephen A. G. Heileman Brewing Co. (B): The ""Nightline"" Decision. Harvard Business School Supplement 592-018, November 1991.
- November 1991
- Supplement
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Supplements the (A) case. Designed as an in-class handout.
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Keywords:
Food and Beverage Industry
Greyser, Stephen A. "G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster." Harvard Business School Supplement 592-049, November 1991.