Marketing · study. This case Flash Forward provides an update on the Amazon case ... Altius Golf Ball Positioning Product Bundling ... Callaway Golf Co

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Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications.

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TN Teaching Note Available hbsp.harvard.edu 1

CORE CURRICULUM READINGS

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must learn. Authored by faculty at Harvard Business School, each 20-35 page Reading comes with a Teaching Note, test bank, exhibit slides, and a list of related materials. Many also include video clips and Interactive Illustrations. The 18 Marketing Readings below are listed in one potential teaching sequence.

Framework for Marketing Strategy FormationROBERT J. DOLAN #8153

Marketing IntelligenceROBERT J. DOLAN, LESLIE JOHN #8191

INTERACTIVE ILLUSTRATIONS

�A/B Testing with Conversion Funnels �Conjoint and Cost-Benefit Analysis � Interpretation of Conjoint Analysis Results � L’Oréal’s Perceptual Map of Brand Imagery �Market Share Forecasting with Conjoint Analysis

VIDEOS

�Conduct First-Hand Market Research �Get Meaningful Results from Your Surveys � Innovative Ways to Change Customer Behavior

Creating Customer ValueSUNIL GUPTA #8176


�Economic Value to the Customer �Multi-Attribute Model for Laptop Preference

VIDEO

�P&G’s “Thank you, Mom” London Olympics Campaign

Customer CentricityROHIT DESHPANDÉ #8171

VIDEOS

�Customer Centricity �Customers, Not Consumers

Customer ManagementSUNIL GUPTA #8162


�Customer Lifetime Value Calculator �Expected Customer Lifetime �Margin Multiple

Consumer Behavior and the Buying ProcessJOHN T. GOURVILLE, MICHAEL I. NORTON #8167

VIDEOS

�Harnessing Creativity �United Breaks Guitars �Use Social Media to Listen to Customers

Business-to-Business MarketingFRANK V. CESPEDES, DAS NARAYANDAS #8145

INTERACTIVE ILLUSTRATION

�Benefit and Decision-Maker Stacks

Global Marketing ROHIT DESHPANDÉ #8182

VIDEOS

�Be Global, Act Local �Change the Product, Not the Consumer

Segmentation and Targeting SUNIL GUPTA #8219


� Segmenting the Dog Food Market � Segmenting the Market for Early Pregnancy Test Devices

VIDEO

�GE Healthcare Case, Parts 1-6

Brand PositioningJILL AVERY, SUNIL GUPTA #8197


�Perceptual Map of Watch Brands

VIDEOS

�Apple’s “1984” Macintosh Commercial �Harley-Davidson’s “No Cages” Commercial �Hiring Milkshakes for Breakfast

Brands and Brand EquityROHIT DESHPANDÉ, ANAT KEINAN #8140

VIDEOS

�How Google Markets with Emotion �A Wedge of Lime

CONTINUED ON NEXT PAGE

2 Marketing • 2019

CASES

Cases, slices of business life, focus on actual problems and decisions facing a company. Students are challenged to put themselves in the protagonist’s place and suggest business strategies, tactics, and solutions.

New Cases

Case Flash Forward: Amazon.comCase Flash Forwards provide a brief update of key changes at a particular company in a related case study. This case Flash Forward provides an update on the Amazon case (#514025), including significant developments, current executives, key readings, and basic financials. BAKER LIBRARY, HARVARD BUSINESS SCHOOL #8694

Competitive StrategiesJILL AVERY, SUNIL GUPTA #8158


�Prisoner’s Dilemma in Pricing

VIDEOS

�Marketing Myopia � The Six Forces � The Two Choices to Make in Strategy

Product PolicyROBERT DOLAN #8208


�Altius Golf Ball Positioning �Product Bundling

VIDEOS

�Cashing In on Category Creation � The Feedback Loop

Pricing Strategy ROBERT J. DOLAN, JOHN T. GOURVILLE #8203


�Breakeven Analysis �Marginal Math � The Value-Pricing Thermometer

Developing and Managing Channels of DistributionV. KASTURI RANGAN #8149


�Channel Margins �Channel Profiles

Sales Force Design and ManagementDOUG J. CHUNG, DAS NARAYANDAS #8213


�Compensation Impact

VIDEOS

�Aligning Strategy and Sales � Investment in Engagement �Using Frontline Employees

Digital MarketingSUNIL GUPTA, JOSEPH DAVIN #8224


� Search and Display Advertising ROI

VIDEOS

�Ads Manager: A Facebook Ads Tutorial �Advertising Symbiosis: The Key to Viral Videos �AdWords Video: Plan Your Campaign �Coca-Cola Hong Kong Multiscreen Ad Campaign �HubSpot CEO Interview on Inbound Marketing �United Breaks Guitars

Marketing Communication JILL AVERY, THALES S. TEIXEIRA #8186


�Budgeting for Marketing Communications �Viral Effect of Marketing

VIDEOS

�Cracking the Code of Super Bowl Ad Effectiveness � Taco Bell “Routine Republic” Advertisement

Find more Core Curriculum Readings at hbsp.harvard.edu/core-curriculum

hbsp.harvard.edu 3 TN Teaching Note Available

Café Coffee Day: Brand Transformation through RepositioningCafé Coffee Day pioneered retail café culture in India. After a decade of success, the company had to refresh its brand identity, ensure its positioning was relevant and clear, and define and differentiate its café experience. TN IVEY PUBLISHING #W16488

Canopy Growth Corp.: Product Messaging for Recreational CannabisFollowing Canada’s announcement that it would legalize the recreational use of cannabis, Canopy Growth Corporation—one of the country’s top producers of medical cannabis—needed to plan a strategy that addressed product messaging, establishing a retail footprint, and building an international business. TN IVEY PUBLISHING #W16879

Chase Sapphire: Creating a Millennial Cult BrandThe launch of the Chase Sapphire Reserve credit card was well received by Millennial consumers, who had previously eluded JPMorgan Chase. Managers must now focus on customer retention and acquisition, assess differentiation in the product portfolio, and identify opportunities for new product launches. TN HARVARD BUSINESS SCHOOL #518024

Coca-Cola, Popular Music, and the FIFA World CupFIFA World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While its marketing approaches were similar in World Cup games, they differed in delivery and results. Facing new competition, the company must reach the ultimate goal of selling sodas and songs. TN IVEY PUBLISHING #W16623

Crowdsourcing and Brand ControlGiven its high consumer engagement, crowdsourcing provides interesting and dynamic marketing opportunities for brands. This study examines the managerial implications of its relationship with brand community dynamics and provides a typology to assess market realities. BUSINESS HORIZONS/INDIANA UNIVERSITY #BH799

Marketing Transformation at MastercardMastercard’s CMO refocuses an influential but dated advertising campaign to engage cardholders directly through unexpected and unique opportunities reflecting their passions, resulting in increased brand differentiation and deeper collaborative ties with its partners. TN HARVARD BUSINESS SCHOOL #517040

Measuring ROI on Sponsored Search AdsThis case presents a disguised real company running paid search ads on 2 major search engines. Students are presented with weekly traffic data for both engines and are asked to perform an ROI analysis for the company. TN COLUMBIA BUSINESS SCHOOL #CU181

Pink Tax: Gender and Other Price Discrimination FactorsWhile developing a pricing strategy, a brand manager discovers examples of price discrimination for products sold to women. The case explores price discrimination and gender-based pricing. TN WDI PUBLISHING AT THE UNIVERSITY OF MICHIGAN #W04C92

Predicting Consumer Tastes with Big Data at GapRather than relying on artistic vision, CEO Art Peck wanted the company to use big data to select the next season’s assortment. He bet that intelligence fueled by big data could outperform a creative director at predicting the future fashion trends and tastes of consumers. TN HARVARD BUSINESS SCHOOL #517115

Rocket Fuel: Measuring the Effectiveness of Online AdvertisingThe case describes an experiment to measure the effectiveness of an online display advertising campaign. After running the campaign, analysts are tasked with proving the campaign’s effectiveness and its positive return on investment. A detailed data set is included for students to conduct their own analysis. TN UC BERKELEY, HAAS SCHOOL OF BUSINESS #B5894

4 Marketing • 2019 *Reviews available to registered Educators

The Story of StockX: Scaling a Digital Business to GreatnessStockX, a consumer marketplace for high-demand, limited-edition products that operates like the stock market, partnered with rapper Eminem to create exclusive content and access to rare sneakers from his personal collection. To build on this momentum, StockX must develop a growth strategy. TN INSEAD #IN1413

Uber ChinaFrom the perspective of an outside observer looking at Uber’s efforts to compete in China, this pricing strategy case examines the role of customer acquisition tactics and brand positioning in entering a tantalizingly large market. TN KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY #KE1032

Unilever Canada: Redefining the AXE BrandAXE faced challenges growing sales across its product portfolio and wondered whether its messaging still resonated with consumers. Based on the brand’s consumer insights research, the company must prepare and present a brief to its advertising agency in preparation for a major campaign. TN IVEY PUBLISHING #W16887

vineyard vines and The Brotherhood of the Traveling PantsClothing powerhouse vineyard vines decided to continue its tradition of featuring user-generated content by partnering with a group of fans. At the end of this successful social media campaign, the marketing team is left debating how to grow the company’s presence through partnerships. TN DARDEN SCHOOL OF BUSINESS #UV7177

When It’s Time to Expand beyond the Base (HBR Case Study)The new CMO of an extreme-race company must ideate a way to further monetize the underexploited brand, while attending to customer pain points in the registration process. Should the company pursue a premium membership, potentially upsetting its most loyal customers? HARVARD BUSINESS PUBLISHING #R1705X

Popular Cases

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer JourneyAs a response to the powerful wave of digital disruptions in the hospitality ecosystem, AccorHotels devises an ambitious digital transformation aiming to put the customer back at the center of its strategy and operations. TN INSEAD #IN1251

Airbnb, Etsy, Uber: Growing from One Thousand to One Million CustomersAirbnb, Etsy, and Uber were among the most notable two-sided online platforms with tremendous early growth. How did these platforms ride the second wave of growth as more consumers bred more suppliers and vice versa? HARVARD BUSINESS SCHOOL #516108

Callaway Golf Co.After a decade of stunning success with its marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales. The results forced its founder to reconsider the marketing program that had successfully supported the product until then. TN HARVARD BUSINESS SCHOOL #501019

HubSpot: Inbound Marketing and Web 2.0Winner of the 2014 Case Centre Award in the Category of MarketingHubSpot, an entrepreneurial venture, faces significant challenges in its quest for growth. The case introduces the concept of inbound marketing, pulling customer prospects toward a business through Web 2.0 tools and applications like blogging, search engine optimization, and social media. TN HARVARD BUSINESS SCHOOL #509049


IKEA Invades AmericaThe top furniture retailer in the world plans to multiply the number of stores in operation in the U.S. Its strategy will center on creating a distinctive brand for American consumers. TN HARVARD BUSINESS SCHOOL #504094

Marvel Enterprises, Inc.Management must reevaluate its marketing strategy as the company now has a wide range of profitable operations beyond comic book publishing. Questions about its business model and growth potential continue to exist. Includes color exhibits. TN HARVARD BUSINESS SCHOOL #505001

Samsung Electronics Co.: Global Marketing OperationsSamsung’s global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company’s worldwide brand image. TN HARVARD BUSINESS SCHOOL #504051

Under Armour’s Willful Digital MovesReady to expand into the female market segment, Under Armour launched a global women’s marketing campaign on a multichannel platform with social media at its core. After its success, the company’s founder is left wondering where to take the company’s advertising and marketing next. TN DARDEN SCHOOL OF BUSINESS #UV7147

UnME Jeans: Branding in Web 2.0As traditional media plans become less effective, a brand manager explores Web 2.0 options to determine whether they can better achieve her branding and advertising objectives. She must analyze social media’s potential by delving into consumer needs and behaviors. TN HARVARD BUSINESS SCHOOL #509035

“ This case has proven to be both challenging and user-friendly, and its emphasis on social media is particularly appropriate for a writing course. The Teaching Note provides excellent background and supplies needed contextualization for instructors and students who may not be familiar with marketing concepts or terminology. I have been highly satisfied with my students’ response to this case.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

Find more cases at hbsp.harvard.edu

Brief Cases

Rigorous and compact, Brief Cases from Harvard Business School present realistic management challenges for students to discuss. Audio versions are available for select Brief Cases to aid in student preparation.

Altius Golf and the Fighter BrandA maker of high-performance golf balls considers introducing a new golf ball called Elevate to appeal to casual golfers. The new line will be available at a lower price through “off-course” specialty stores and big-box retailers. The board of directors is divided on whether to support the decision. TN #913578

Atlantic Computer: A Bundle of Pricing OptionsAtlantic Computer, a leading player in the high-end server market, has detected a market opportunity in the basic server segment. It has developed a new server and a software tool to meet the needs of this market. The central question is how to price these new offerings. This case covers the challenges surrounding implementation of a value-in-use strategy. TN #2078


Cilkray GraphicsCilkray Graphics sells specialized graphics processing units (GPUs). Each line targets a segment of the professional market. Cilkray’s key competitor just announced the launch of a new GPU that claims to be higher performing and lower priced than Cilkray’s. President Marcus Crosby and his team must determine what to do next. TN #916512

Clean Edge Razor: Splitting Hairs in Product PositioningA health and beauty manufacturing company launches a new, technologically advanced vibrating razor into the highly competitive men’s market for shaving products. The product manager struggles with positioning the product either as a “niche” razor for the high-end market or as a mainstream razor for the average consumer. TN #4249

“ My MBA students enjoyed this case and were very creative in suggesting ad mottos and slogans.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

CleanSpritzSales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past 5 years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz’s management is considering several options to address these concerns, and brand manager Claire Beaton must present recommendations for the most effective strategy. TN #914537

Clique Pens: The Writing Implements Division of U.S. HomeClique Pens Writing Implements division president Elise Ferguson has seen gross margins drop from 42% in 2010 to just over 36% in 2012 as a result of various discounts, allowances, and other off-invoice deals. She is now considering a move away from these discounts in favor of market development funds. TN #914525

NEW! CNS WorldwideA leader in the IaaS cloud server market considers withdrawing from the market if it cannot find a way to increase prices. The case introduces specialized pricing mechanisms, oligopolistic markets, the challenges of avoiding a price war, the concept of price leadership, and the possible effects of a firm taking this role. TN #917531

Crescent PureExecutives from Portland Drake Beverages are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. Should Crescent Pure be positioned as an energy drink or a sports drink, or should it adopt broader positioning as an “organic health and wellness” beverage? TN #915539

Eco7: Launching a New Motor OilAaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing decisions for the launch of Eco7, an environmentally friendly motor oil. The company already must adapt to an increasingly commoditized market in which distribution channels are changing. Students make recommendations on pricing and distribution and consider trade-offs the company should make. TN #916507

Ethiopia: An Emerging Market Opportunity?This case includes a brief overview of the Ethiopian market, market reforms and policies, and the business environment foreign companies face. Three multinational businesses, CareCo, ShoeCo, and MedCo, must decide whether and how to enter the Ethiopian market. Students make a recommendation for each company based on the attractiveness of the market and key factors for success. TN #915501


NEW! Harmonie Water: Refreshing the World NaturallyThe marketing director of Harmonie Mineral Water is assessing how to establish a global brand identity via television advertising. He must decide what product attributes are sufficiently important across countries and can be used for global brand communications, determine the extent of local customization, and establish the roles of headquarters and country managers. TN #917527

In a Bind: Peak Sealing Technologies’ Product Line Extension DilemmaPeak Sealing Technologies (PST) is a manufacturer of premium carton sealing tapes. When a new competitor introduces a less expensive and inferior product, product manager Emma Taylor must decide whether the company should augment its existing high-quality product line with a cheaper, less effective product to compete, keeping in mind the new line could potentially cannibalize PST’s premium line. TN #914533

Launching Krispy Natural: Cracking the Product Management CodePemberton Products, looking to expand, acquires salty snack producer Krispy Inc. Market tests of Krispy products in Columbus, Ohio, show market share results that are double the company projections, while results in 3 cities in the southeastern U.S. fall well below expectations. The marketing director must interpret the test results and present his recommendation for a national rollout. TN #913574

NEW! Magellan BoatworksIn the face of economic and political uncertainty, the VP of sales and marketing at a midsize manufacturer of cruising yachts wonders whether to request a budget increase. He considers the effects of this uncertainty on the firm’s sales, advertising, marketing message, and target market. TN #917547

BEST SELLER! Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss DrugIn preparation for the launch of a new weight-loss drug, Metabical, the senior director of marketing must make critical decisions related to packaging size, pricing, and demand with an eye to long-term profitability and return on investment. This case includes a quantitative assignment. TN #4183

“ It is a good case when used for teaching pricing. The case is challenging but is still understandable by students coming from diverse backgrounds.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

NEW! Montes Calçados: A Step Ahead A Brazilian manufacturer of casual and fashionable women’s shoes must boost its declining revenues by evaluating growth options. The case raises questions about a company’s direction and business definition, management issues associated with doing business worldwide, distribution of consumer products, and brand management. TN #918513

Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?The director of new product development at a chocolate company wants to introduce a new line of dark chocolate with fruit in it to appeal to health-conscious U.S. consumers. She considers 3 market testing alternatives to validate marketability and sales forecasts. TN #914501

BEST SELLER! Mountain Man Brewing CompanyMountain Man Beer Company brews just 1 beer, Mountain Man Lager, popular among blue-collar workers. When the company experiences declining sales, the CEO considers launching a new light beer in the hope of attracting younger drinkers. TN #2069

Audio Version Available


BEST SELLER! Natureview FarmA Vermont-based producer of organic yogurt is the leading national brand sold in natural food stores, with $13 million in revenues. When the company faces financial pressure to increase revenues to $20 million due to a planned exit by its venture capital investors, the VP of marketing must decide whether to expand into the supermarket channel. TN #2073

“ This case is a well-written, compact case. It is precise and enables me to deliver multiple objectives for my session, like trade margins, channel choice, channel conflict, etc.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

NEW! Pintura Corporation: The Lena Launch DecisionA maker of paints and product coatings considers introducing a new high-performance, environmentally friendly hardwood coating called Lena. To proceed with the next phase of development, Pintura’s VP of new product development must present a convincing analysis of the product’s feasibility, along with a proposed marketing program. TN #917523

Reed Supermarkets: A New Wave of CompetitorsThe marketing VP at a high-end, conventional supermarket chain is concerned about increased competition from dollar stores and limited-assortment stores offering very low price points. She must decide how to change the current marketing and positioning plan to increase market share. TN #4296

“ Reed is a great case for bringing to the forefront the demands put upon an area unit in the context of a regional player due to differences in market potential.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

BEST SELLER! Reliance Baking Soda: Optimizing Promotional SpendingThe new domestic brand director needs to create a marketing budget that delivers a profit increase of 10% while weighing price increases, the value of advertising, and the role of the brand within the company. TN #4127

“ A very teachable case for both undergraduate and graduate students. It is a classic problem in product marketing—how to boost sales of a mature, rather boring product that doesn’t generate a lot of excitement.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

NEW! Rosslyn Resource: Monetization and Sales StrategyRosslyn Resource identifies exploration targets in the mining industry and advances them until they can be monetized. The company must decide whether to sell a site or develop an operational mine on location. The latter option has potential for significant financial reward but entails higher risk and capital expenditures than the firm is used to. TN #918509

SafeBlend FracturingThe CEO of SafeBlend Technologies must set a price for the company’s environmentally friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest client, Bristol Natural Gas. With new competitors in the mix, SafeBlend must weigh its options to remain competitive while also maintaining current revenue. TN #914513

StepSmart FitnessThe new CEO of StepSmart Fitness has hired 30-year-old Benjamin Cooper to manage the underperforming New England district. A first-time manager with no one to train him, Cooper must make decisions about termination of current employees, the hiring of additional salespeople, and ways to increase productivity. He is set to present his conclusions to his also newly appointed manager, the regional VP for the Northeast, in a few days. TN #914509


The Fashion ChannelThe new senior VP of marketing for the Fashion Channel considers changing the company’s traditional marketing approach by introducing a market segmentation program. Students must evaluate consumer research results, calculate financial scenarios, and make their own recommendations. TN #2075

NEW! Wiikano OrchardsA family-owned business faces declining demand in a commodity industry. The case focuses on challenges in product differentiation and can be used to discuss branding, pricing, and marketing communications. Employing an easy-to-understand product and distribution system, it addresses issues facing owners of small- and medium-sized businesses. TN #918517

Find more Brief Cases at hbsp.harvard.edu/cases

Multimedia Cases

Available online, multimedia cases put students in the center of business dilemmas by bringing concepts to life with animated charts, audio, and video segments.

Building Brand Community on the Harley-Davidson Posse RideStudents get inside one of the world’s strongest brands to consider issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. TN #501009

The Coca-Cola Company’s Case for Creative TransformationThe Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival. This case provides an opportunity to “look under the hood” and understand the main principles of Content 2020, the blueprint created to establish how all Coca-Cola’s branding content should be procured, tested, and distributed. TN #815714

Eataly: Reimagining the Grocery StoreWithin a few years of opening, the Italian-based supermarket Eataly created buzz and excitement among consumers and media. Eataly’s initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly manage to grow so quickly, and could it sustain its growth? TN #515708

Launching the New MINI Students are required to reverse-engineer a wide variety of brand communication and creative materials developed and produced by MINI USA executives and their ad agency to support the MINI launch in the U.S. TN #505020

“ A case that students love, especially undergrads because they don’t have to guess a communication strategy but reverse-engineer it. They have to understand the latent strategy-linking objectives and communication materials.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

Lenovo: Building a Global BrandWhen Chinese company Lenovo acquires IBM’s PC division in 2004, the news makes headlines but Lenovo is largely unknown to the rest of the world. The firm sets out to become a global technology giant and prepares to launch a high-risk product line for small and medium enterprises. #508703

Marquee: The Business of NightlifeAfter 5 years, an eternity in the nightclub industry, Marquee is still one of NYC’s hottest clubs. The owners are concerned about the club’s staying power in the face of rising costs of operation and increased competition. #510702

Audio Version Available


Mountain Dew: Selecting New CreativeStudents consider the challenges of selecting creative in brand communications, building a brand in a turbulent cultural environment, extending an advertising campaign, and managing the company/agency relationship. TN #503038

“ The comprehensive background material, storyboard video clips, and produced TV spots contribute to a realistic and entertaining learning experience for students.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

Real Madrid Club de Fútbol Real Madrid, one of the world’s top soccer teams, elects a new president who promises to turn around club finances and extend the brand worldwide. As reelection looms, the management team reflects on his branding initiatives and the risks, opportunities, and challenges facing the club. TN #505081

Terror at the Taj Bombay: Customer-Centric LeadershipOn November 26, 2008, terrorists launch a series of attacks in Mumbai, India, including an attack at the Taj Mahal Palace and Tower. Following the crisis, the staff at the Taj receive praise for their selfless actions in placing the safety of the guests ahead of their own. TN #511703

Tyra Banks: Personal Branding Tyra Banks, an American model and internationally recognized celebrity, had built a strong personal brand over the course of her career. What kinds of projects should she take on next? In some ways, the brand needed to evolve past Tyra herself and her numerous fans to embody something more expansive. How could she achieve this? TN #513703

Wynton Marsalis & Jazz at Lincoln CenterDespite the popularity of Jazz at Lincoln Center’s events, the U.S. audience for jazz is small and aging relative to that of other music genres. This case asks students to apply marketing principles to the challenge that JALC faces in seeking to expand the reach of and appreciation for jazz music despite a shrinking audience. TN #515701

Find more multimedia cases at hbsp.harvard.edu/cases

ARTICLES

Articles from Harvard Business Review, HBR.org, and other renowned sources provide up-to-the-minute ideas from the best business thinkers.

New Articles

Ads That Don’t OverstepAd targeting can prompt a strong backlash when it feels invasive. Consumers are much more likely to accept ads when marketers use data gathered on the web judiciously, focus on increasing trust and transparency, and offer people control over their personal data. HARVARD BUSINESS REVIEW #R1801C

But You Promised! Managing Consumers’ Psychological ContractsCustomers might view the promises they believe a firm has made to them as psychological contracts, the belief that both parties have entered into a set of mutual obligations. This article expands this notion to marketing relationships and outlines strategies firms can employ to manage psychological contracts more effectively. BUSINESS HORIZONS/INDIANA UNIVERSITY #BH745

*Reviews available to registered Educators


Competing on Social PurposeConsumers increasingly expect brands to have a social purpose beyond mere functional benefits. As a result, companies are taking social stands in very visible ways. To create value for all stakeholders, managers must integrate considered acts of generosity with the strategic pursuit of brand goals. HARVARD BUSINESS REVIEW #R1705G

Consumer Social Voice in the Age of Social Media: Segmentation Profiles and Relationship Marketing StrategiesService failures, once handled quietly by customer service departments, are now played out on a public social media stage. This article introduces social voice and categorizes its dimensions based on the strength of the relationship to the organization, while outlining appropriate response strategies.BUSINESS HORIZONS/INDIANA UNIVERSITY #BH876

Seeding, Referral, and Recommendation: Creating Profitable Word-of-Mouth ProgramsThis article proposes a method to measure word-of-mouth program value based on its impact on the firm’s customer equity and provides program recommendations relating to target market, audience, incentives, and launch. CALIFORNIA MANAGEMENT REVIEW #CMR643

Solving the Crisis of Immediacy: How Digital Technology Can Transform the Customer ExperienceTo meet consumers’ immediate need to receive content, expertise, and personalized solutions in real time during their shopping experience, organizations are deploying technology-based environments that foster interactivity and rich information exchanges. BUSINESS HORIZONS/INDIANA UNIVERSITY #BH750

The Power of Consumer Stories in Digital MarketingResearch finds that stories about consumers’ positive experiences with a brand significantly increase users’ engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. MIT SLOAN MANAGEMENT REVIEW #SMR615

The Power of Positive SurveyingAsking what went right instead of what went wrong in customer satisfaction surveys can positively influence customers’ perceptions, increasing their reported levels of satisfaction, the chance that they will purchase again, the amount of money they will spend, and their loyalty over time. HARVARD BUSINESS REVIEW #F1701A

The Trouble with CMOsNew marketing tools, channels, and challenges continue to expand and reshape the responsibilities of a chief marketing officer. This article collection examines the different roles of a CMO, their evolution, and how firms can set CMOs up for success in a changing environment. HARVARD BUSINESS REVIEW #R1704B

Popular Articles

Advertising Analytics 2.0The CEO for MarketShare explains how companies have deployed analytics 2.0 to accurately reveal how advertising touch points interact dynamically in real time and improve marketing performance. HARVARD BUSINESS REVIEW #R1303C

Brand Relationship Spectrum: The Key to the Brand Architecture ChallengeMarket fragmentation, channel dynamics, global realities, and business environments have drastically changed simple brand structures. This article introduces a tool to build coherent brand architectures in support of positive impact and brand clarity. CALIFORNIA MANAGEMENT REVIEW #CMR177


Building an Insights EngineThe most successful companies have a deep understanding of their customers. Customer centricity requires a wealth of marketing data and a set of structures, people, and processes that can translate data into actionable strategy. HARVARD BUSINESS REVIEW #R1609E

Customer Value Propositions in Business MarketsCompanies selling to businesses must ensure customers understand the unique value they offer. They can craft simple yet powerful value propositions, making their offerings superior on the elements that matter most to target customers. HARVARD BUSINESS REVIEW #R0603F

The Elements of ValueUniversal building blocks of what consumers truly value create opportunities for companies. With real-world examples, the authors demonstrate how companies have used elements of value to improve their performance in existing markets or break into new ones. HARVARD BUSINESS REVIEW #R1609C

Know Your Customers’ “Jobs to Be Done”Firms have never known more about their customers, but their innovation processes remain hit or miss. According to Christensen and his coauthors, the key to successful innovation is identifying jobs that are poorly performed in customers’ lives and designing products, experiences, and processes around them. HARVARD BUSINESS REVIEW #R1609D

What’s the Value of a Like?Brands spend billions of dollars a year on their social media presence. But merely liking a brand neither increases purchasing nor spurs friends to purchase more. Supporting likes with branded content, however, can prompt a meaningful behavior change. HARVARD BUSINESS REVIEW #R1702H

Find more articles at hbsp.harvard.edu

SIMULATIONS

Online simulations present real-world management challenges for students and encourage classroom interaction and discussion. Results are available immediately for a comprehensive debrief session. All simulations include a detailed Teaching Note.

Data Analytics Simulation: Strategic Decision Making2016 Silver Medal Winner of the Serious Play AwardsAuthored by big data expert Tom Davenport, this single-player simulation teaches students the power of analytics in decision making. Acting as the brand manager for a laundry detergent, students are tasked with turning around the brand’s performance by using sophisticated analytic techniques to understand current issues and determine the best strategy for improving performance. TN SEAT TIME: 75 MINUTES #7050

“ This simulation helps bring an element of real-world marketing practice to the classroom in that it demonstrates to students what business levers marketers get to pull when solving marketing problems. Highly recommended addition to academic material for analytics, consumer behavior, and other marketing courses. Students love the dashboards and discussion of results.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*


NEW! Marketing Simulation: Customer CentricityThis robust simulation teaches students how to use data analytics to build a customer-centric strategy that drives business growth. Playing the role of CMO at a 3D printing company, students analyze detailed customer data in an interactive CRM dashboard and make investment decisions to develop and sustain a profitable customer base. TN THE WHARTON SCHOOL, UNIVERSITY OF PENNSYLVANIA, SEAT TIME: 8 HOURS #WH0005

“ My students really enjoyed the simulation. It really catches the essence of the markets with the various market segments, pricing strategies and important decisions that must be made with regard to budgets. I strongly recommend the simulation in any marketing MBA program.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

Marketing Simulation: Managing Segments and Customers V2Students develop and execute a marketing strategy at a manufacturer of motors used in medical devices. The simulation presents multiple challenges, including setting prices for channels and distributors, determining distributor discount rates, and making decisions about investments in product features. TN SEAT TIME: 90 MINUTES #7018

Marketing Simulation: The Positioning GameIn this simulation, students compete within a single market to maximize profit and market share for their specific product. Through a series of timed rounds, students decide whether—and where—to move their product’s position based on market conditions, competitors’ choices, and their own results. As in the real world, students face time pressure, costs associated with product changes, and the unseen decisions of competitors. TN THE DARDEN SCHOOL OF BUSINESS, SEAT TIME: 30 MINUTES #UV6715

Marketing Simulation: Using Conjoint Analysis for Business DecisionsThis simulation is designed to teach a popular research method: conjoint analysis. It gives students an appreciation of how conjoint analysis output can be relevant in practice and provides an interactive experience in using conjoint analysis for managerial decision making. TN SEAT TIME: 60 MINUTES #515713

Pricing Simulation: Universal Rental Car V2Students assume the role of a regional marketing manager responsible for pricing a fleet of rental cars in Florida. Students must consider pricing strategies for leisure and business travel, optimize vehicle inventory, and account for the likely competitive and market responses to their decisions. TN SEAT TIME: 90 MINUTES #7005

“ The simulation can easily be set to show that being the lowest price can be far less profitable for your company than maintaining a higher price. This comes as a surprise to many business students with little experience in business: they always want to beat the competition.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

NEW! Value Proposition Simulation: Surgical RoboticsThis simulation brings the concept of value proposition to life, highlighting how effective propositions connect to company strategy and drive brand value. Set within the surgical robotics industry, the simulation allows students to dynamically explore a brand’s value proposition and its effects on performance and market category. TN SEAT TIME: 90 MINUTES #8720

Find more simulations at hbsp.harvard.edu/simulations


ONLINE TUTORIALS

Online tutorials allow students to learn basic concepts outside class, freeing up class time for other learning objectives. Each tutorial requires approximately 2 hours to complete, depending on students’ abilities and backgrounds.

Conjoint AnalysisThe Conjoint Analysis tutorial provides students with an overview of conjoint analysis and includes interactive “Try It” exercises to enhance learning. The tutorial takes students through constructing, running, and using conjoint analysis to aid in managerial decision making. TN SEAT TIME: 60 MINUTES #514712

Customer Lifetime ValueThis tutorial teaches students how to calculate a customer’s lifetime value, allowing them to prioritize marketing and product development resources for the customers who will provide the biggest returns. It walks students through concepts and calculations; offers guidance for gathering data to plug into the tool; and includes a customizable PowerPoint presentation that allows students to share their results. TN SEAT TIME: 60 MINUTES #7085

Market SizingThe Market Sizing tutorial helps students gather the data needed to size the market, and use the data to make confident projections and help build a strategy. The tutorial walks students through the process and calculations, provides instructions for gathering market data to plug into the tool, and reveals the results of their data analysis in a shareable PowerPoint. TN SEAT TIME: 60 MINUTES #7080

Pricing for ProfitThis tutorial helps students confidently arrive at a most profitable price by guiding them through a series of questions. Students then turn raw data into analysis that informs pricing decisions. The tutorial covers process and calculations, instructions for gathering pricing data to plug into the tool, and a PowerPoint presentation so students can share the results of their data analysis. The tutorial provides a systematic approach to determining the most profitable price for products and services. TN SEAT TIME: 60 MINUTES #7083

Find more tutorials at hbsp.harvard.edu/online-tools

ONLINE COURSES

Online Courses introduce complex subjects and can be used in advanced undergraduate business courses and as prematriculation requirements for MBAs, or assigned as homework over a semester or year. Online Courses are available as complete courses or in sections.

Management CommunicationThe Management Communication online course provides students with the skills and guided practice necessary to master important concepts in business communication. A special emphasis is placed on planning, writing, and presenting. TN SEAT TIME: 18–22 HOURS

� � Complete Course #4337

� �Writing in Business Section #4341

� � Presenting in Business Section #4343


Mathematics for Management Following the story line of several family-owned businesses, students learn how to apply math concepts to solve problems, analyze data, and predict outcomes. TN SEAT TIME: 12–20 HOURS


� � Algebra Section #6004

� � Calculus Section #6006

� � Statistics Section #6007

� � Probability Section #6008

� � Finance Section #6009

Quantitative MethodsSet at a Hawaiian resort, this course teaches statistics and regression analysis from a management perspective. Students develop statistical models for making better business decisions. TN SEAT TIME: 20–50 HOURS

� � Complete Course #504702 � � Regression Section #6012

“ The Quantitative Methods online course is a perfect support for teaching Quantitative Analysis.”REVIEW FROM THE HARVARD BUSINESS PUBLISHING EDUCATION WEBSITE*

Spreadsheet Modeling: Excel 2013This course shows students how to use Microsoft Excel 2013 as both a reporting tool and a modeling tool for solving business problems. It is appropriate for beginning and advanced users of Excel. TN SEAT TIME: 10–20 HOURS


� � Introductory Section #9053

� � Advanced Section #9054

Find more Online Courses at hbsp.harvard.edu/online-courses

BOOKS AND CHAPTERS

Many academic titles from Harvard Business Review Press are now available as eBooks. Each eBook title is available as a PDF and comes with a full-text Educator Copy available to registered Educators on the Harvard Business Publishing Education website.

Books

The Analytical Marketer: How to Transform Your Marketing OrganizationAs analytics drive changes in marketing departments, leaders must grapple with building an analytics-driven organization, determining the structure and talent needed, interacting with other departments, and creating a unified view of the customer. HARVARD BUSINESS REVIEW PRESS #14251


Authenticity: What Consumers Really Want Consumers judge authenticity as much as price, quality, and availability when making a purchasing decision. Using a variety of examples, the authors provide a framework to manage customers’ perception of authenticity and implement business strategies supporting said authenticity.HARVARD BUSINESS PRESS BOOKS #2272

The Experience Economy, Updated Edition Connecting with customers and securing their loyalty is a business imperative. Staging experiences offers a brand the opportunity to stand out and leave a memorable, and possibly lucrative, impression on its customers. HARVARD BUSINESS PRESS BOOKS #10254

HBR’s 10 Must-Reads on Strategic MarketingThis collection of articles from Harvard Business Review provides ways to develop marketing strategy that focus less on promoting products and more on developing relationships with customers. HARVARD BUSINESS REVIEW #11366

How Brands Become Icons: The Principles of Cultural BrandingBrands become cultural icons when customers value what they symbolize more than what they actually do. Icons are not built through conventional branding strategies and require a deeper understanding of targeting, positioning, brand equity, and brand loyalty. AVAILABLE IN CHAPTERS. HARVARD BUSINESS REVIEW PRESS #7745

Superconsumers: A Simple, Speedy, and Sustainable Path to Superior GrowthSuperconsumers—obsessed with and extremely knowledgeable about a specific brand, product, or category—can have an outsize impact on a company’s bottom line. They can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, attract new customers, and ultimately achieve sustainable growth. HARVARD BUSINESS PRESS BOOKS #10063

True Story: How to Combine Story and Action to Transform Your BusinessToday’s most successful businesses are storydoers. These companies create products and services that are manifestations of an authentic and meaningful story—told through action, not advertising. The book includes examples of forward-thinking organizations such as Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporation. AVAILABLE IN CHAPTERS. HARVARD BUSINESS REVIEW PRESS #10356

What Is Marketing?This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. It covers the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy. HARVARD BUSINESS PRESS BOOKS #4605

Chapters

Find the Right Role and Scope: The CMO’s New Job Description To meet the challenge of reducing barriers to silo cooperation, the CMO must take on a new role in the organization. The selection of the right role, which will vary over activities and over time, can be critical to CMO success or even survival. FROM Spanning Silos: The New CMO Imperative, HARVARD BUSINESS PRESS CHAPTERS #6301BC

Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation This chapter evaluates the various communications vehicles used to move customers to purchase a company’s products or services, and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development. FROM Harvard Business Essentials: Marketer’s Toolkit, HARVARD BUSINESS PRESS CHAPTERS #2637BC

hbsp.harvard.edu 17

Tilt, Chapter 4: Seeing New Value in Your CustomersThis chapter explores how successful companies create competitive advantage using their market and customer data. The author illustrates this concept with the Zagat Survey as an example, and examines the business model of companies reflecting aggregate data back to customers. FROM Tilt: Shifting Your Strategy from Products to Consumers, HARVARD BUSINESS PRESS CHAPTERS #0005BC

Find more Books and Chapters at hbsp.harvard.edu/books-chapters

VIDEO SHORTS

These free, short videos are all under 10 minutes long and illustrate a case’s central learning objective. Streaming video is available to registered Educators at hbsp.harvard.edu.

CASES WITH VIDEO SHORTS INCLUDE:

� � The American Express Card #509027

� � Chevron Corp.: Corporate Image Advertising #591005

� � Dove: Evolution of a Brand #508047

� � Globalization of Markets #83308

� � Hartmann Luggage Co.: Price Promotion Policy #581068

� �Merrill Lynch: Integrated Choice #500090

� � Procter & Gamble Co.: Lenor Refill Package #592016

� � Reebok International Ltd. #589027

� � Southwest Airlines (A) #575060

� � Starbucks: Delivering Customer Service #504016

Find more cases with Video Shorts at hbsp.harvard.edu

TEACHING GUIDES

Course Modules

Course Modules offer a road map to the best teaching materials, with recommendations on how to organize them. Each module suggests 4 to 6 items plus alternate options.

POPULAR MODULES IN MARKETING INCLUDE:

� � B2B Marketing� � Branding and Brand Management� � Designing and Managing Channels� �Market Research� � Pricing� � Segmentation, Market Selection, and Product Positioning

Find more Course Modules at hbsp.harvard.edu/guides

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Save your students up to 60% off the price of Harvard Business Publishing course materials by building a coursepack on the Harvard Business Publishing Education website. Annual contracts for academic institutions, which provide additional discounts on course materials, are also available.

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Marketing · study. This case Flash Forward provides an update on the Amazon case ... Altius Golf Ball Positioning Product Bundling ... Callaway Golf Co