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- December 1988 (Revised October 1989)
- Teaching Note
Atlas Copco (A): Gaining and Building Distribution Channels, (B) and (C): The Conflict Episode, Teaching Note
Teaching Note for (9-588-004), (9-588-020), and (9-588-021).
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- October 1988
- Case
Pepsi-Cola Fountain Beverage Division: Marketing Organization
Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Marketing Organization." Harvard Business School Case 589-045, October 1988.
- September 1988 (Revised June 1993)
- Case
Ring Medical
Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized....
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Rangan, V. Kasturi. "Ring Medical." Harvard Business School Case 589-046, September 1988. (Revised June 1993.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (A): Organizing New Product Sales Channels--1986
By: V. Kasturi Rangan and Joseph G. Finegold
Rangan, V. Kasturi, and Joseph G. Finegold. "Hewlett-Packard (A): Organizing New Product Sales Channels--1986." Harvard Business School Case 589-019, August 1988. (Revised January 1992.)
- August 1988 (Revised January 1992)
- Case
Hewlett-Packard (B): Organizing New Product Sales Channels--1987
Rangan, V. Kasturi. "Hewlett-Packard (B): Organizing New Product Sales Channels--1987." Harvard Business School Case 589-020, August 1988. (Revised January 1992.)
- November 1987 (Revised March 1988)
- Case
Searching for Trade Remedies: The U.S. Machine Tool Industry--1983
By: David B. Yoffie
In 1983 the National Machine Tools Builder Association was predicting a declining market for the United States and rising imports. Machine tool manufacturers had to decide if they should ask the U.S. government for help, and if they did, which administrative channels...
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Keywords:
Economic Slowdown and Stagnation;
Machinery and Machining;
Government and Politics;
Law;
Production;
Business and Government Relations;
Competition;
Manufacturing Industry;
Japan;
Germany;
United States
Yoffie, David B. "Searching for Trade Remedies: The U.S. Machine Tool Industry--1983." Harvard Business School Case 388-071, November 1987. (Revised March 1988.)
- July 1987 (Revised May 1993)
- Case
Atlas Copco (A): Gaining and Building Distribution Channels
Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it...
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Keywords:
Growth and Development;
Marketing Channels;
Market Entry and Exit;
Market Participation;
Distribution Channels;
Failure;
Industrial Products Industry;
Sweden;
United States
Rangan, V. Kasturi. "Atlas Copco (A): Gaining and Building Distribution Channels." Harvard Business School Case 588-004, July 1987. (Revised May 1993.)
- September 1986 (Revised November 1994)
- Case
Lotus Development Corp. Channel Choice: Direct vs. Distribution
Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to...
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Keywords:
Cost vs Benefits;
Marketing Channels;
Distribution Channels;
Sales;
Software;
Information Technology Industry;
United States
Rangan, V. Kasturi. "Lotus Development Corp. Channel Choice: Direct vs. Distribution." Harvard Business School Case 587-078, September 1986. (Revised November 1994.)
- August 1986 (Revised May 1989)
- Case
Ingersoll-Rand: Channel Selection and Management
By: E. Raymond Corey and V. Kasturi Rangan
Corey, E. Raymond, and V. Kasturi Rangan. "Ingersoll-Rand: Channel Selection and Management." Harvard Business School Case 587-045, August 1986. (Revised May 1989.)
- April 1986 (Revised May 1989)
- Case
Alloy Rods Corp.
In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most...
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Keywords:
Leveraged Buyouts;
Business Strategy;
Business or Company Management;
Financial Strategy;
Marketing Strategy;
Marketing Channels;
Product Development
Cespedes, Frank V. "Alloy Rods Corp." Harvard Business School Case 586-046, April 1986. (Revised May 1989.)
- April 1982 (Revised June 1993)
- Case
Hart Schaffner & Marx: The Market for Separately Ticketed Suits
Calls for a decision on whether Hart Schaffner & Marx, the nation's leading manufacturer of high quality, branded suits, should expand its product line by marketing suits that are separately ticketed (i.e., the coat, vest, and slacks are sold from individual hangers...
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Keywords:
Advertising;
Decisions;
Price;
Markets;
Distribution Channels;
Production;
Mathematical Methods;
Competitive Strategy;
Apparel and Accessories Industry
Tedlow, Richard S. "Hart Schaffner & Marx: The Market for Separately Ticketed Suits." Harvard Business School Case 582-134, April 1982. (Revised June 1993.)
- July 1981 (Revised October 1992)
- Case
Chipman-Union, Inc.: Odor-Eaters Socks
By: John A. Quelch
The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution.
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Keywords:
Distribution Channels;
Product Marketing;
Brands and Branding;
Apparel and Accessories Industry;
Health Industry
Quelch, John A. "Chipman-Union, Inc.: Odor-Eaters Socks." Harvard Business School Case 581-073, July 1981. (Revised October 1992.)
- May 1981 (Revised May 1985)
- Case
MEM Co., Inc.
By: John A. Quelch
The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget.
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Keywords:
Advertising;
Distribution Channels;
Budgets and Budgeting;
Product Development;
Beauty and Cosmetics Industry
Quelch, John A. "MEM Co., Inc." Harvard Business School Case 581-154, May 1981. (Revised May 1985.)
- Research Summary
Capital Flows and Capital Goods (joint with Eliza Hammel)
By: Laura Alfaro
We examine one of the channels through which financial integration can help promote growth. In particular, we study the effects of capital account liberalization on the imports of capital goods. We pay particular attention to the effects of equity market...
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- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
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Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- Research Summary
Overview
By: Ayelet Israeli
Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data...
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- Research Summary
Research Questions
By: Anita Elberse
One overarching question drives my research: What are effective marketing strategies for managers in creative industries?
I focus on three sub-questions:
- How can managers in creative industries effectively manage products and product... View Details
- Research Summary
Selection and Market Reallocation: Productivity Gains from Multinational Production
By: Laura Alfaro
Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized...
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- Teaching Interest
The Business of Entertainment, Media, and Sports (Executive Education)
By: Anita Elberse
In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate...
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