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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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The upsides of downward deference
Reiche, Sebastian; Neeley, TsedalArticle 75264Leadership and People ManagementLeaders who find themselves out of their element can get ahead by deferring to subordinates. Here we explain how power can come from letting it go.Starting at €8.20
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Management of International Staff
García, Clara; Reiche, Sebastian; Harzing, Anne-WilTechnical Note DPON-79-ELeadership and People ManagementOver the last few decades, Western multinational corporations (MNCs) have shifted their focus beyond the industrialized world, attempting to capitalize on the growing business opportunities in developing and emerging markets. At the same time, many MNCs from emerging economies have expanded their activities beyond their domestic markets, with companies such as Haier, Embraer, Lenovo, Tata, Vale and Cemex successfully operating on an international...Starting at €8.20
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Myer and Flanagan (A): High-Stake Recruitment at the Top
Reiche, Sebastian; Akkan, ErenCase DPO-352-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementThis 2-case series focuses on the challenges of senior executive replacements at Australian department store Myer. In late spring of 2014, Myer was going through a major reshuffle of its senior management team. More than 20 senior managers had left the company over the past 2 years, and the exodus of some key members of the executive team was continuing. The turnover had accelerated after CEO Bernie Brookes decided in February 2014 to remain in h...Starting at €8.20
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Enabling Telework Away From Home: Daysk.com
Reiche, SebastianCase DPO-422-ELeadership and People ManagementThe case describes Daysk.com's strategy to convince potential corporate clients to implement remote-work policies, in order to expand its market for remote-work solutions. Daysk.com offers a network of workspaces - a desk, a coworking space, a meeting room or a conference facility - that professionals can reserve in real time and access for a specific time slot. It also provides analytics about employees' workspace consumption.Starting at €8.20
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Nestlé's Alliance for YOUth (B)
Reiche, Sebastian; Liao, YuanCase DPO-439-EThe case deals with Nestlé's launch of the "Nestlé needs YOUth" initiative, whose main objective was to improve the employability of young people. The A case outlines how the initiative was launched in Europe at an overarching level, while leaving each local country operation with a lot of autonomy to decide how to carry it out. As a result, different challenges and local adaptations were necessary in each country. The B case details how the in...Starting at €5.74
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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting at €8.20
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Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S26MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must selec...Starting at €8.20
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Hailing a New Era: Haier in Japan (A and B) - Teaching Note
Sánchez-Runde, Carlos; Lee, Yih-Teen; Reiche, SebastianTeaching Note DPOT-70-ELeadership and People ManagementFounded in 1984 by Zhang Ruimin, current CEO of the company, Haier has rapidly grown from a small refrigerator plant in Qingdao, China, to a global leader in home appliances. As one of the most valuable brands in China, Haier designs, manufactures and sells various home appliances including refrigerators, air conditioners and washing machines in over 100 countries. Since 2006, Haier has aggressively expanded its international presence, aiming to ...Starting at €0.00
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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20