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All HBS Web
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- Faculty Publications (689)
- May 2000
- Supplement
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).
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Keywords:
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Product Launch;
Product Positioning;
Auto Industry
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
- February 2000 (Revised August 2000)
- Case
Priceline WebHouse Club
By: Thomas R. Eisenmann and Jon K Rust
Priceline empowered consumers to "name their own price" for airline tickets and hotel rooms; then it shopped these offers to marketers. Priceline's founder Jay Walker described the resulting transactions as a new ecosystem, that helped consumers realize lower prices...
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Keywords:
Business Model;
Strategy;
Disruptive Innovation;
Internet and the Web;
Entrepreneurship;
Retail Industry
Eisenmann, Thomas R., and Jon K Rust. "Priceline WebHouse Club." Harvard Business School Case 800-287, February 2000. (Revised August 2000.)
- February 2000 (Revised December 2000)
- Case
Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?
By: Charles King III and Das Narayandas
Chairman and CEO M. Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Reaction around the world is swift and negative.
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Keywords:
Price;
Strategy;
Brands and Branding;
Marketing Strategy;
Product Development;
Global Range;
Public Opinion;
Value Creation
King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.)
- January 2000
- Case
The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case
By: Jill Avery and Gerald Zaltman
An in-depth study of consumers' thoughts and feelings about a branded candy bar.
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Keywords:
Brand Management;
Brand Equity;
Brand Communication;
Brand & Product Management;
Brand Building;
Brand Positioning;
Brand Storytelling;
Brand Strategy;
Brand Value;
Branding;
Marketing;
Advertising;
Customer Satisfaction;
Brands and Branding;
Consumer Behavior;
Food and Beverage Industry;
Consumer Products Industry
Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.
- December 1999 (Revised October 2003)
- Case
BRL Hardy: Globalizing an Australian Wine Company
Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a...
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Keywords:
Global Strategy;
Joint Ventures;
Product Launch;
Brands and Branding;
Competitive Strategy;
Business Subsidiaries;
Negotiation Style;
Food and Beverage Industry
Bartlett, Christopher A. "BRL Hardy: Globalizing an Australian Wine Company." Harvard Business School Case 300-018, December 1999. (Revised October 2003.)
- November 1999
- Case
net.Genesis, Inc.
By: Robert J. Dolan, Rajiv Lal and Perry Fagan
Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it.
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Keywords:
Emerging Markets;
Strategic Planning;
Expansion;
Brands and Branding;
Knowledge Use and Leverage;
Marketing Communications;
Internet and the Web;
Change Management
Dolan, Robert J., Rajiv Lal, and Perry Fagan. "net.Genesis, Inc." Harvard Business School Case 500-009, November 1999.
- October 1999 (Revised September 2005)
- Case
Eddie Bauer, Inc.
By: David E. Bell and Ann Leamon
Eddie Bauer has decided to coordinate its merchandising strategy (price, selection) across its stores and catalog. But with e-commerce, is this still sensible?
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Keywords:
Management;
Brands and Branding;
Marketing Channels;
Product Positioning;
Business Strategy;
Internet
Bell, David E., and Ann Leamon. "Eddie Bauer, Inc." Harvard Business School Case 500-034, October 1999. (Revised September 2005.)
- October 1999 (Revised February 2000)
- Case
Steinway & Sons: Buying a Legend (A)
It is 1995 and Steinway & Sons has just been purchased by two young entrepreneurs. For 140 years, Steinway has held the reputation for making the finest quality grand pianos in the world. The past 25 years have proven to be a challenge, however. First, the company has...
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Keywords:
Business Startups;
Decisions;
Entrepreneurship;
Globalization;
Crisis Management;
Brands and Branding;
Marketing Strategy;
Quality;
Competitive Strategy;
Manufacturing Industry;
Japan;
New York (state, US)
Gourville, John T., and Joseph B. Lassiter III. "Steinway & Sons: Buying a Legend (A)." Harvard Business School Case 500-028, October 1999. (Revised February 2000.)
- August 1999 (Revised October 1999)
- Case
RCA Records: The Digital Revolution
By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis
In 1995, Bertelsmann-owned RCA Records was considered a "tired and old" record label. By 1999, the company represented a number of the "hottest" acts in the music industry. Nevertheless, the company's position (as well as that of the entire music industry) was under...
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Keywords:
Brands and Branding;
Business Model;
Competition;
Corporate Strategy;
Internet and the Web;
Change Management;
Marketing Strategy;
Music Industry;
Entertainment and Recreation Industry;
United States
Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. "RCA Records: The Digital Revolution." Harvard Business School Case 800-014, August 1999. (Revised October 1999.)
- March 1999 (Revised July 1999)
- Case
Crunch
By: Paul W. Marshall and Jeremy Dann
Entrepreneur Doug Levine runs a fitness company with an incredibly powerful brand. His company leverages the brand to expand, both in terms of facilities and lines of business. But he may need to make significant organizational changes in order to continue the growth.
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- March 1999
- Case
Eastman Kodak Company
By: Robert J. Dolan
Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an...
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Keywords:
Segmentation;
Product Positioning;
Price;
Brands and Branding;
Product Launch;
Consumer Products Industry
Dolan, Robert J. "Eastman Kodak Company." Harvard Business School Case 599-106, March 1999.
- February 1999 (Revised May 1999)
- Case
Onsale, Inc.
By: Youngme E. Moon
Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other...
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Keywords:
Business Model;
Transformation;
Customers;
Brands and Branding;
Auctions;
Network Effects;
Strategic Planning;
Competitive Strategy;
Internet and the Web;
Retail Industry
Moon, Youngme E. "Onsale, Inc." Harvard Business School Case 599-091, February 1999. (Revised May 1999.)
- December 1998 (Revised December 1999)
- Case
Morgan Stanley Dean Witter Private Client Services
By: Thomas J. DeLong, David M. Darst, Ann K Rusher and Catherine M. Conneely
The 1997 merger of retail giant Dean Witter and investment bank Morgan Stanley was a year old when Bob Sculthorpe was appointed director of Private Client Services (PCS) at Morgan Stanley Dean Witter (MSDW). The firm was still operating under two separate broker-dealer...
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Keywords:
Mergers and Acquisitions;
Business Divisions;
Investment Banking;
Brands and Branding;
Salesforce Management;
Competitive Strategy;
Retail Industry
DeLong, Thomas J., David M. Darst, Ann K Rusher, and Catherine M. Conneely. "Morgan Stanley Dean Witter Private Client Services." Harvard Business School Case 899-107, December 1998. (Revised December 1999.)
- December 1998
- Case
NHL 1998: "The Coolest Game in Nagano"
By: Stephen A. Greyser and Kirk A. Goldman
Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address...
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Keywords:
Risk Management;
Brands and Branding;
Marketing Communications;
Opportunities;
Competitive Strategy;
Expansion
Greyser, Stephen A., and Kirk A. Goldman. NHL 1998: "The Coolest Game in Nagano". Harvard Business School Case 599-024, December 1998.
- November 1998 (Revised July 1999)
- Case
Merrill Lynch's Acquisition of Mercury Asset Management
By: Andre F. Perold, Imran Ahmed and Randolph B Altschuler
In the Spring of 1998, Merrill Lynch faced an array of challenges and opportunities related to its global asset management business. The firm had recently completed its $5.3 billion cash acquisition of U.K.-based Mercury Asset Management, a transaction that made it one...
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Keywords:
Acquisition;
Asset Management;
Currency;
Financial Strategy;
Global Strategy;
Brands and Branding;
Distribution;
Production;
Organizational Change and Adaptation;
Retirement;
Japan;
Europe;
United Kingdom
Perold, Andre F., Imran Ahmed, and Randolph B Altschuler. "Merrill Lynch's Acquisition of Mercury Asset Management." Harvard Business School Case 299-005, November 1998. (Revised July 1999.)
- October 1998 (Revised November 2001)
- Case
Boston Beer Company: Light Beer Decision
By: Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts
Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and...
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Keywords:
Problems and Challenges;
Brands and Branding;
Customers;
Growth and Development Strategy;
Marketing Strategy;
Entrepreneurship;
Food and Beverage Industry;
Boston
Cyr, Linda A., Joseph B. Lassiter III, and Michael J. Roberts. "Boston Beer Company: Light Beer Decision." Harvard Business School Case 899-058, October 1998. (Revised November 2001.)
- September 1998 (Revised July 1999)
- Case
Costco Companies, Inc.
By: David E. Bell and Ann Leamon
Costco Companies, one of the major players in the wholesale club industry, has developed a new class of membership that offers discounted services--auto, health, and home insurance, business credit card processing, real estate services--in exchange for a higher annual...
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Keywords:
Cost vs Benefits;
Cost Management;
Brands and Branding;
Marketing Strategy;
Supply and Industry;
Service Delivery;
Service Operations;
Risk and Uncertainty;
Retail Industry
Bell, David E., and Ann Leamon. "Costco Companies, Inc." Harvard Business School Case 599-041, September 1998. (Revised July 1999.)
- September 1998 (Revised May 1999)
- Case
Arnold Communications
By: Teresa M. Amabile and Jeremiah Weinstock
The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for...
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Keywords:
Management Practices and Processes;
Creativity;
Entrepreneurship;
Advertising;
Business Processes;
Brands and Branding;
Growth and Development Strategy;
Advertising Industry
Amabile, Teresa M., and Jeremiah Weinstock. "Arnold Communications." Harvard Business School Case 899-083, September 1998. (Revised May 1999.)
- May 1998 (Revised May 2001)
- Case
Merchandising at Nine West Retail Stores
By: Ananth Raman and Colin S Welch
Describes the merchandising decision process (organization, structure, and incentives) at Nine West retail stores, a large footwear retailer in the United States. Also describes changes currently occurring at Nine West and thus provides a context in which students can...
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Keywords:
Organizational Structure;
Situation or Environment;
Motivation and Incentives;
Decision Making;
Change;
Budgets and Budgeting;
Forecasting and Prediction;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Retail Industry;
Apparel and Accessories Industry;
United States
Raman, Ananth, and Colin S Welch. "Merchandising at Nine West Retail Stores." Harvard Business School Case 698-098, May 1998. (Revised May 2001.)
- May 1998
- Background Note
Note on the Retailing Industry
By: David E. Bell and Ann Leamon
Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships...
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Keywords:
Transformation;
Debates;
Customers;
Surveys;
Partners and Partnerships;
Attitudes;
Adoption;
Consolidation;
Retail Industry
Bell, David E., and Ann Leamon. "Note on the Retailing Industry." Harvard Business School Background Note 598-148, May 1998.