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All HBS Web
(2,998)
- Faculty Publications (672)
- December 2000 (Revised March 2001)
- Background Note
Strategic Use of Music in Marketing, The: A Selective Review
By: Gerald Zaltman and Nancy Puccinelli
Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas.
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Keywords:
Communication Intention and Meaning;
Music Entertainment;
Marketing Strategy;
Consumer Behavior;
Behavior
Zaltman, Gerald, and Nancy Puccinelli. "Strategic Use of Music in Marketing, The: A Selective Review." Harvard Business School Background Note 501-056, December 2000. (Revised March 2001.)
- November 2000 (Revised April 2001)
- Case
CMR Enterprises
By: Das Narayandas and Mary N. Caravella
Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces...
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Keywords:
Acquisition;
Customer Relationship Management;
Entrepreneurship;
Leadership;
Marketing Strategy;
Performance Evaluation;
Relationships;
Segmentation;
Construction Industry
Narayandas, Das, and Mary N. Caravella. "CMR Enterprises." Harvard Business School Case 501-012, November 2000. (Revised April 2001.)
- October 2000 (Revised November 2005)
- Case
Li & Fung (A): Internet Issues
By: F. Warren McFarlan and Fred Young
This case looks at the issues facing a Hong Kong-based trading company, which links hundreds of factories in India and Asia with major customers like Gap and the Limited in Europe and in the United States. The company has recently launched a dot-com operation to allow...
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Keywords:
Information Technology;
Internet and the Web;
Multinational Firms and Management;
Distribution Channels;
Logistics;
Networks;
Markets;
Supply Chain;
Retail Industry;
Hong Kong;
India;
Europe;
United States
McFarlan, F. Warren, and Fred Young. "Li & Fung (A): Internet Issues." Harvard Business School Case 301-009, October 2000. (Revised November 2005.)
- September 2000 (Revised November 2000)
- Case
GetConnected.com
By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right...
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Keywords:
Advertising Campaigns;
Business Startups;
Business or Company Management;
Marketing Strategy;
Market Entry and Exit;
Corporate Strategy;
Web Services Industry
Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "GetConnected.com." Harvard Business School Case 501-025, September 2000. (Revised November 2000.)
- September 2000 (Revised May 2003)
- Case
Radio One, Inc.
By: Richard S. Ruback and Pauline M Fischer
Radio One (NYSE: ROIA and RIOAK), the largest radio group targeting African-Americans in the country, had the opportunity to acquire 12 urban stations in the top 50 markets from Clear Channel Communications, Inc. (NYSE: CCU) in the winter of 2000. The stations were...
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Keywords:
Negotiation;
Valuation;
Race;
Mergers and Acquisitions;
Financial Strategy;
Media and Broadcasting Industry;
Indiana;
United States;
North Carolina
Ruback, Richard S., and Pauline M Fischer. "Radio One, Inc." Harvard Business School Case 201-025, September 2000. (Revised May 2003.)
- September 2000 (Revised September 2005)
- Case
New Beetle, The
By: Rajiv Lal and Nilanjana R. Pal
Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to...
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Keywords:
Decisions;
Leadership;
Marketing;
Marketing Communications;
Product Positioning;
Market Entry and Exit;
Sales;
Auto Industry;
United States
Lal, Rajiv, and Nilanjana R. Pal. "New Beetle, The." Harvard Business School Case 501-023, September 2000. (Revised September 2005.)
- August 2000 (Revised September 2005)
- Case
Omnitel Pronto Italia
By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were...
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Keywords:
Customer Satisfaction;
Marketing Channels;
Marketing Strategy;
Product Positioning;
Market Entry and Exit;
Product Development;
Sales;
Competition;
Segmentation;
Value Creation;
Telecommunications Industry;
Italy
Lal, Rajiv, Carin-Isabel Knoop, and Suma Raju. "Omnitel Pronto Italia." Harvard Business School Case 501-002, August 2000. (Revised September 2005.)
- April 2000
- Supplement
BRL Hardy: Globalizing an Australian Wine Company
Interviews alternating the country subsidiary and corporate headquarters views of Christopher Carson, marketing director of BRL Hardy Europe and Steve Millar, marketing director and CEO of BRL Hardy Ltd. In four segments focusing on the source of...
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Keywords:
Business Subsidiaries;
Business Headquarters;
Management Teams;
Conflict and Resolution;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry
Bartlett, Christopher A. "BRL Hardy: Globalizing an Australian Wine Company." Harvard Business School Video Supplement 300-506, April 2000.
- February 2000 (Revised October 2000)
- Case
Open Market, Inc.: The E-Commerce Wars
By: James I. Cash Jr., Janis Lee Gogan, Michael Haselkorn and Mani Subramani
Continues the story of Open Market, Inc., a company founded in 1994 to support electronic commerce on the Internet. Despite a very successful initial public offering, the firm had reached a growth plateau, and the management team was considering several strategic...
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Keywords:
Entrepreneurship;
Technological Innovation;
Management;
Growth and Development Strategy;
Marketing Channels;
Product Marketing;
Product Development;
Competitive Strategy;
Corporate Strategy;
Information Technology Industry;
Web Services Industry
Cash, James I., Jr., Janis Lee Gogan, Michael Haselkorn, and Mani Subramani. "Open Market, Inc.: The E-Commerce Wars." Harvard Business School Case 800-255, February 2000. (Revised October 2000.)
- February 2000 (Revised May 2001)
- Case
BET.com
By: Thomas R. Eisenmann and Pauline M Fischer
Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a...
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Keywords:
Product Positioning;
Ethnicity;
Internet and the Web;
Age;
Race;
Decision Choices and Conditions;
Business Startups;
Entertainment and Recreation Industry;
United States
Eisenmann, Thomas R., and Pauline M Fischer. "BET.com." Harvard Business School Case 800-283, February 2000. (Revised May 2001.)
- January 2000
- Case
Talbots - A Classic
By: V. Kasturi Rangan and Marie Bell
This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the...
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Keywords:
Customer Focus and Relationships;
Decisions;
Crisis Management;
Product Positioning;
Problems and Challenges;
Segmentation;
Fashion Industry
Rangan, V. Kasturi, and Marie Bell. "Talbots - A Classic." Harvard Business School Case 500-082, January 2000.
- January 2000 (Revised April 2000)
- Case
StarMedia: Launching a Latin American Revolution
By: Thomas R. Eisenmann and Jon K Rust
By the fall of 1999, StarMedia had sprinted to a sizable lead in the race to acquire Latin American Internet users. Its pan-regional, horizontal portal was the first to target Spanish- and Portuguese-language speakers on the Internet, registering 1.2 billion page views...
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Keywords:
Private Ownership;
History;
Risk Management;
Business Cycles;
Corporate Entrepreneurship;
Infrastructure;
Media;
Emerging Markets;
Cross-Cultural and Cross-Border Issues;
Web;
Information Technology Industry;
Web Services Industry
Eisenmann, Thomas R., and Jon K Rust. "StarMedia: Launching a Latin American Revolution." Harvard Business School Case 800-166, January 2000. (Revised April 2000.)
- November 1999 (Revised February 2000)
- Case
Granny's Goodies, Inc.
By: Das Narayandas and Katherine B. Korman
The young entrepreneurs of Granny's Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two founders have had to work very hard for...
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Keywords:
Budgets and Budgeting;
Customer Relationship Management;
Entrepreneurship;
Cost Management;
Marketing Strategy;
Product Design;
Problems and Challenges;
Sales;
Segmentation;
Service Industry
Narayandas, Das, and Katherine B. Korman. "Granny's Goodies, Inc." Harvard Business School Case 500-049, November 1999. (Revised February 2000.)
- November 1999 (Revised June 2006)
- Case
DLJdirect: "Putting Our Reputation Online"
By: Thomas R. Eisenmann and Gillian Morris
Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its...
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Keywords:
Marketing Strategy;
Marketing Communications;
Competitive Strategy;
Decision Choices and Conditions;
Investment;
Cost Management;
Business Plan;
Research and Development;
Customers;
Budgets and Budgeting;
Online Advertising;
Internet;
Financial Services Industry
Eisenmann, Thomas R., and Gillian Morris. DLJdirect: "Putting Our Reputation Online". Harvard Business School Case 800-164, November 1999. (Revised June 2006.)
- September 1999 (Revised October 2006)
- Case
MarketSoft
By: Joseph B. Lassiter III and Diana S. Gardner
Greg Erman and Nancy Benovich-Gilby have assembled a team and selected a market for the launch of a high-potential venture based on using an Internet-based service to manage the flow of sales leads between principals and their distribution channel partners. Their...
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Lassiter, Joseph B., III, and Diana S. Gardner. "MarketSoft." Harvard Business School Case 800-069, September 1999. (Revised October 2006.)
- August 1999
- Article
How Are Stock Prices Affected by the Location of Trade?
By: K. A. Froot and E. Dabora
Keywords:
Asset Pricing;
Market Segmentation;
International Markets;
Law Of One Price;
Behavioral Finance
Froot, K. A., and E. Dabora. "How Are Stock Prices Affected by the Location of Trade?" Journal of Financial Economics 53, no. 2 (August 1999): 189–216. (Reprinted in International Capital Markets, R. Stulz and A. Karolyi, eds. Edward Elgar Publishing, 2003. Also reprinted in Advances in Behavioral Finance, Vol. 2, edited by Richard Thaler. New Jersey: Princeton University Press; New York: Russell Sage Foundation, July 2005, 102-129.)
- 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.
- 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.)
- Article
The Effectiveness and Targeting of Television Advertising
By: R. Shachar and B. Anand
Shachar, R., and B. Anand. "The Effectiveness and Targeting of Television Advertising." Journal of Economics & Management Strategy 7, no. 3 (Fall 1998): 363–96.
- May 1998 (Revised May 1999)
- Case
Biopure Corp.
It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood...
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Keywords:
Segmentation;
Marketing Strategy;
Engineering;
Budgets and Budgeting;
Sales;
Transformation;
Markets;
Debates;
Product Launch;
Pharmaceutical Industry
Gourville, John T. "Biopure Corp." Harvard Business School Case 598-150, May 1998. (Revised May 1999.)