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All HBS Web
(3,177)
- Faculty Publications (575)
- November 2004 (Revised April 2009)
- Case
Launching the New MINI
By: Douglas B. Holt and John A. Quelch
Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin...
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Keywords:
Advertising;
Brands and Branding;
Marketing Strategy;
Product Launch;
Creativity;
Auto Industry;
United States
Holt, Douglas B., and John A. Quelch. "Launching the New MINI." Harvard Business School Multimedia/Video Case 505-020, November 2004. (Revised April 2009.)
- October 2004 (Revised July 2010)
- Case
Product Team Cialis: Getting Ready to Market
By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Product Positioning;
Competition;
Competitive Advantage;
Segmentation;
Pharmaceutical Industry
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- September 2004 (Revised June 2005)
- Case
QUALCOMM, Inc. 2004
By: David B. Yoffie, Pai-Ling Yin and Elizabeth Kind
QUALCOMM, Inc. had transitioned from a fledgling startup into a Fortune 500 wireless technology leader. Its CDMA technology was considered the preeminent technology and was the world's fastest growing wireless communications technology. CEO Irwin Jacobs had a number of...
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Keywords:
Business Startups;
Government and Politics;
Leadership Style;
Resource Allocation;
Product Positioning;
Problems and Challenges;
Information Technology;
Mobile and Wireless Technology;
China;
India
Yoffie, David B., Pai-Ling Yin, and Elizabeth Kind. "QUALCOMM, Inc. 2004." Harvard Business School Case 705-401, September 2004. (Revised June 2005.)
- August 2004 (Revised July 2006)
- Case
PROPECIA TM: Helping Make Hair Loss History
By: Marta Wosinska and Youngme E. Moon
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's...
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Keywords:
Advertising;
Communication Strategy;
Customers;
Marketing Communications;
Marketing Strategy;
Product Launch;
Product;
Performance Effectiveness;
Problems and Challenges;
Quality;
Pharmaceutical Industry
Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at...
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Keywords:
Advertising;
Debates;
Surveys;
SWOT Analysis;
Brands and Branding;
Marketing Channels;
Product Marketing;
Consumer Behavior;
Outcome or Result;
Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- July 2004 (Revised March 2006)
- Case
RosettaNet and ebXML: Betting on the Right eBusiness Standard
By: F. Warren McFarlan and Veronika Belokhvostova
A major enterprise software company must select which technologies to support, based on their long-term and short-term viability and benefits. The protagonist is involved in the release of the B2B integration component of major enterprise software whose purpose is to...
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Keywords:
Communication Technology;
Customer Focus and Relationships;
Markets;
Standards;
Science-Based Business;
Situation or Environment;
Applications and Software;
Technology Adoption;
Information Technology Industry
McFarlan, F. Warren, and Veronika Belokhvostova. "RosettaNet and ebXML: Betting on the Right eBusiness Standard." Harvard Business School Case 305-006, July 2004. (Revised March 2006.)
- July 2004 (Revised December 2004)
- Case
RelayHealth
By: Joseph B. Lassiter III and Elizabeth Kind
RelayHealth provides secure, online communications for doctors, patients, and health plans. The company's services include online consultations, prescription renewals, and appointment scheduling. RelayHealth's business model derives subscription revenue from doctors...
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Keywords:
Communication Technology;
Internet and the Web;
Consumer Behavior;
Entrepreneurship;
Health Care and Treatment;
Growth and Development Strategy;
Health Industry;
Telecommunications Industry
Lassiter, Joseph B., III, and Elizabeth Kind. "RelayHealth." Harvard Business School Case 805-021, July 2004. (Revised December 2004.)
- May 2004 (Revised July 2004)
- Case
IBM On Demand Community
By: John A. Quelch
The vice-president of IBM Corporate Community Relations is developing the launch program for IBM On Demand Community, a suite of 140 technology tools designed to enable IBM employees to assist nonprofit community organizations and schools worldwide.
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Quelch, John A. "IBM On Demand Community." Harvard Business School Case 504-103, May 2004. (Revised July 2004.)
- May 2004
- Background Note
56K Modem Battle
By: David B. Yoffie and Deborah Freier
Examines the battle to set the standard for the 56K modem. Set in 1996, this case looks at how computers accessed the Internet via a telephone line, or dial-up connection, and a hardware modem. In 1995, there were 18.6 million total modem unit shipments, with market...
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Keywords:
Announcements;
Revenue;
Patents;
Product Launch;
Network Effects;
Standards;
Competition;
Information Infrastructure;
Internet and the Web;
Technology Industry;
Illinois
Yoffie, David B., and Deborah Freier. "56K Modem Battle." Harvard Business School Background Note 704-501, May 2004.
- May 2004 (Revised March 2005)
- Case
Instant Messaging
By: David B. Yoffie and Deborah Freier
Explores the usage and technology of instant messaging (IM). IM enables two or more users to communicate almost instantaneously over the Internet with short, private text messages. Most IM service providers chose to remain proprietary and, therefore, a user of most IM...
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Keywords:
Network Effects;
Standards;
Communication Technology;
Mobile and Wireless Technology;
Internet and the Web;
Web Services Industry
Yoffie, David B., and Deborah Freier. "Instant Messaging." Harvard Business School Case 704-502, May 2004. (Revised March 2005.)
- March 2004 (Revised April 2004)
- Background Note
Seeing What's on Red Auerbach's Mind
Analysis of an interview with Red Auerbach, HBR No. 87201. Alan M. Webber, who conducted the interview, probed for the lessons that Auerbach has learned from a long and productive career coaching and managing the Boston Celtics, a professional basketball team in the...
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Keywords:
Markets;
Research;
Sports;
Product Development;
Communication Intention and Meaning;
Sports Industry
Lassiter, Joseph B., III, and John T. Gourville. "Seeing What's on Red Auerbach's Mind." Harvard Business School Background Note 804-160, March 2004. (Revised April 2004.)
- January 2004 (Revised February 2005)
- Case
Timberland and Community Involvement (Abridged Version)
By: James E. Austin and James Quinn
When Jeffrey Swartz became the third generation in his family to lead the Timberland Co., he made community involvement an integral part of the company's strategy. Under Swartz's leadership, Timberland formed a close partnership with City Year, the national corps of...
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Keywords:
Philanthropy and Charitable Giving;
Business and Community Relations;
Business and Stakeholder Relations;
Corporate Strategy;
Manufacturing Industry
Austin, James E., and James Quinn. "Timberland and Community Involvement (Abridged Version)." Harvard Business School Case 304-086, January 2004. (Revised February 2005.)
- November 2003 (Revised February 2004)
- Case
Richmond Events
By: Amy C. Edmondson and Kristin Lieb
The managers of British business forum planner, Richmond Events, are struggling to expand their conference offerings into new territories. At the same time, they are trying to decide how product managers, who are critical to event success, should be hired, trained,...
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Keywords:
Conferences;
Innovation and Management;
Retention;
Selection and Staffing;
Conflict Management;
Growth and Development Strategy;
Product Marketing;
Service Industry;
United Kingdom;
Asia
Edmondson, Amy C., and Kristin Lieb. "Richmond Events." Harvard Business School Case 604-055, November 2003. (Revised February 2004.)
- November 2003 (Revised March 2004)
- Case
Teledesic (Abridged)
Describes plans for a failed project that proposed the use of 288 satellites to deliver high-speed data communications services anywhere in the world.
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Keywords:
Communication Technology;
Network Effects;
Failure;
Information Technology Industry;
Telecommunications Industry
Eisenmann, Thomas R. "Teledesic (Abridged)." Harvard Business School Case 804-096, November 2003. (Revised March 2004.)
- October 2003 (Revised March 2004)
- Case
Symbian: Setting the Mobility Standard
By: Fernando F. Suarez and Thomas R. Eisenmann
Symbian, a joint venture owned by companies who collectively sold a dominant share of the world's cell phones, faced competition from Microsoft in developing the operating system for "smartphones," which integrated mobile communications and computing functions. In...
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Keywords:
Competition;
Joint Ventures;
Information Technology;
Software;
Wireless Technology;
Mobile Technology;
Information Technology Industry;
Telecommunications Industry
Suarez, Fernando F., and Thomas R. Eisenmann. "Symbian: Setting the Mobility Standard." Harvard Business School Case 804-076, October 2003. (Revised March 2004.)
- October 2003
- Case
Henry Tam and the MGI Team
By: Jeffrey T. Polzer, Ingrid Vargas and Hillary Anger Elfenbein
Within a short time frame, seven diverse team members assemble to write a business plan for a new company and struggle to define their roles, make decisions together, and resolve conflict. Henry Tam, a second-year Harvard MBA student, who joins an aspiring start-up...
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Keywords:
Interpersonal Communication;
Business Plan;
Groups and Teams;
Decision Making;
Jobs and Positions;
Leadership Style;
Human Resources;
Management Teams;
Conflict and Resolution;
Diversity
Polzer, Jeffrey T., Ingrid Vargas, and Hillary Anger Elfenbein. "Henry Tam and the MGI Team." Harvard Business School Case 404-068, October 2003.
- October 2003 (Revised August 2005)
- Case
American Legacy: Beyond the Truth Campaign
By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide...
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Keywords:
Advertising Campaigns;
Communication Strategy;
Customer Focus and Relationships;
Decision Choices and Conditions;
Ethics;
Brands and Branding;
Corporate Social Responsibility and Impact
Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
- August 2003 (Revised December 2004)
- Case
Peninsula Community Foundation
By: James E. Austin, Jane Wei-Skillern and Alison Berkley Wagonfeld
After leading the Peninsula Community Foundation (PCF) through a period of tremendous growth, its president, Sterling Speirn, is facing the prospect of a decline in the foundation's asset base for the first time in the foundation's history. In addition, the fact that...
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Keywords:
Philanthropy and Charitable Giving;
Product Positioning;
Planning;
Alliances;
Opportunities;
Nonprofit Organizations;
Valuation;
Financial Services Industry
Austin, James E., Jane Wei-Skillern, and Alison Berkley Wagonfeld. "Peninsula Community Foundation." Harvard Business School Case 304-015, August 2003. (Revised December 2004.)
- July 2003
- Case
CARE USA
By: John A. Quelch
CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits.
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Quelch, John A., and Nathalie Laidler. "CARE USA." Harvard Business School Case 504-007, July 2003.
- July 2003 (Revised March 2004)
- Case
XM Satellite Radio (A)
By: David B. Godes and Elie Ofek
XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus...
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Keywords:
Advertising;
Business Model;
Decision Choices and Conditions;
Cost Management;
Marketing Channels;
Marketing Strategy;
Problems and Challenges;
Partners and Partnerships;
Sales;
Competitive Strategy;
Communications Industry
Godes, David B., and Elie Ofek. "XM Satellite Radio (A)." Harvard Business School Case 504-009, July 2003. (Revised March 2004.)