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Columbia CaseWorks develops teaching cases and materials for use in Columbia Business School classrooms. All material is closely tied to and based on the research and expertise of Columbia’s world-class faculty. Read more...
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Brand Recovery: Communication in the Face of Crisis
This research note uses scientific research on persuasion to develop recommendations on what to say (and what not to say) when your brand is in crisis, that is, in those situations where a brand faces significant criticism in the marketplace and media.
The U.S. 2004 Presidential Election: Politics or Marketing?
The 2004 US presidential election, involving George W. Bush against John F. Kerry, provides a wonderful avenue for analyzing and discussing what separates effective from ineffective marketing, especially with respect to positioning.
The Norwegian Government Pension Fund: The Divestiture of Wal-Mart Stores Inc.
The case considers the exclusion of Wal-Mart from the Norwegian Government Pension Fund's investment universe and the subsequent divestiture of Wal-Mart by the Fund.
Wireless Telecom Inc.
Wireless Telecom is a new company just beginning to provide cellular phone service in the North East of the United States.
General Electric Capital International Services in India
But SIA could not rest on its laurels. With varying degrees of success, rival carriers were emulating its preoccupation with service. How could SIA retain its customer service leadership?
Sesame Workshop: When Mission Meets Marketplace
In June 2005, Gary Knell, CEO of Sesame Workshop, was preparing to present a major reorganization plan to the Board of Trustees.
Board Development at Added Value
Added Value is a non-profit organization that provides an urban gardening program for teenagers in Red Hook, New York.
Soho Loft Building: Pricing the Entrepreneur’s Development Risk
An entrepreneur has an opportunity to buy the mortgage on a distressed property and complete the conversion of the loft structure to condominium apartments. How much is this opportunity worth?
The Ritz Carleton Hotel Company: The Quest for Service Excellence
The Ritz-Carleton Hotel Company's quest for service excellence was an on-going process.