SAP: Building a Leading Technology Brand
Hasso Plattner, co-CEO of software firm SAP AG, has hired Martin Homlish to develop a strong brand image for the firm, a B2B company whose culture has always focused more on product engineering than on marketing.
Ryanair
Ryanair, a newly established, low-fare airline servicing Ireland and the UK, must compete with established carriers and develop marketing strategies that will ensure profitability.
Does Detailing Pay?
Pharmaceutical detailing is the practice of direct marketing of prescription drugs to physicians through personal visits by sales representatives. Does the effectiveness of the method in generating new prescriptions justify the cost? A regression analysis of the detailing and prescribing data sheds light on this question.
Karma Oil
Starting a new company to pursue international oil exploration requires large quantities of courage, skill and capital. Is this an appropriate realm for venture capitalists?
ICI Fibres
Malcom Hand, tarpaulin end-use market manager at ICI Fibres Ltd., contemplated how he and Industrial Fibers Marketing Manager Barry Carter could increase sales of Terylene to the tarpaulin industry in Great Britain.
SonicCD: Future Growth Strategy
SonicCD began as a small, private record label catering to Jazz enthusiasts. As competition from the "Big Five" record labels increased, and as the Internet began to encourage free file-sharing, SonicCD sought to rethink its marketing strategy. Will the company successfully maintain its niche customer base in the advent of the digital age?
Sears, Roebuck & Company: The Role of Credit
Alan Lacy, Chairman and CEO of Sears, must decide whether to sell the company's credit business to Citigroup. If so, how should he use the proceeds?
Networking Like an Investor
This case applies an investment model to the art of smart business networking.
Macy's Inc.
In 2004, Federated Department Stores had to defend its decision not to acquire Marshall Fieldâ??s and justify its push to make Macyâ??s a nationwide brand.