The case analyses the failed introduction of genetically modified organisms (GMO) in Europe by Monsanto. Showing how a favourable context (the legacy of mad-cow disease) made it relatively easy for consumer groups and environmentalists to wage successful anti-GMO campaigns in Europe, the case examines how Monsanto attempted to deal with its image problem and how the company¿s efforts backfired. The case then moves on to show how the industry's public-relations crisis grew into a transatlantic trade dispute pitching the U.S. administration against the E.U. Commission, analyzing the legal, economic and political issues raised by the dispute.
The case focuses on the launch of McDowell's Vintage Premium Indian Whisky in the mid-1980's (the dates used in the case are later and exchange rates and prices have been adjusted accordingly. The essence of the marketing challenge faced by the marketing manager is unaffected by the later dates). McDowell must deal with a common dilemma faced by domestic firms in developing economies where growth frequently produces a greater concentration of wealth at the upper end of the market. Frequently domestic products in developing nations are perceived to be of poor quality and do not have the cachet of well-known international trademarks. As a result, the growing affluence of the middle class in these nations can lead to increasing consumption of high price, high margin imports while domestic products are restricted to the low price/high volume business where it is difficult to be profitable. To address this problem, McDowell has developed a product that compares favourably in taste tests with imported products however; it does carry the baggage of being a domestic brand. The case considers the problem of the marketing manager for McDowell's Vintage PIW who must choose a positioning and marketing strategy for his product. An important decision is whether the new product should be positioned as an acceptable alternative to imported scotch or whether it should be positioned as the best tasting domestic product. A further problem for the manager is to choose an appropriate marketing strategy for the product given the size of the country and the difficulty of reaching the target market. The timing of the case is 6 months before the scheduled launch for the product. The manager needs to finalize the positioning for the new product. In addition, the manager is considering several alternative strategies for the product that involve difficult decisions in terms of distribution, promotion and packaging.
In February 2000, Triangle Community Foundation (TCF) director of Philanthropic Services Tony Pipa presented the foundation's new mission statement and its internal ramifications to the staff. It had been over two years since TCF's board had mandated that donors, not nonprofit organizations, were the foundation's primary customers. Executive Director Shannon St. John, Pipa, and other members of the management team had met for months and wrestled with fundamental questions around the definition of philanthropy, how to achieve meaningful, long-term impact, and the foundation's role in the communities it served. They were excited about the progress they had made but knew that many questions still remained, and they expected some resistance to their proposals. Much of the staff had come to TCF from nonprofit, community-based organizations and spent much of their time working with the nonprofit sector. They were not sure what this new focus on donors as customers meant for their work, nor were they comfortable with not considering the nonprofit community their customers.
A Harvard professor points the finger at venture capitalists, investment banks--and the Federal Reserve. He also explains what managers of the next wave of Internet companies must do to avoid the irrational exuberance of the dot-com bubble.
Most companies seemingly do their best to alienate customers by making them feel like faceless targets of marketing campaigns. The director of Hallmark's Loyalty Marketing Group describes three ways to forge emotional bonds with clients.
Ever since retailers equipped their cash registers with bar code scanners, we've been promised a brave new world of supply chain management, one free of stockouts and overstocked warehouses. But inaccurate data are sabotaging this vision.
TQM, thought leadership, dot-com, dot-bomb, golden parachute: the litany of business jargon could go on for pages. HBR talks with Marjorie Garber about jargon, why we respond to it as we do, and why it's here to stay.
An antiquated corporate mind-set divides the workforce into two camps: white-collar knowledge workers and blue-collar manual workers. It's time for U.S. businesses to recognize a different class of employee--the gold-collar worker.
Quest Foods International is one of the world's largest manufacturers of fragrances, flavors and textures for the food, beverage and consumer products industries. Quest Foods' regional vice-president is in the process of implementing a business process re-engineering project for the company. His current efforts focus on developing an information technology-based customer relationship management (CRM) system that he believes could give the company a sustainable competitive advantage with customers in the region and throughout the world. His ultimate goal is to bring Quest to the next phase of e-business. Despite high ambitions, his initiatives are making little headway. Internal opposition to change is significant and some key customers are growing concerned that Quest's CRM plans might miss the mark. Faced with considerable time and resource pressures, he is wondering how to set priorities and where to focus his energies.
Canadel is Canada's leading manufacturer of casual dining room furniture. Following Canadel's entry into the U.S. market in 1992, sales had multiplied eight-fold and were expected to reach $125 million in 2000. The three brothers that made up the company's top management team were discussing recent sales results and future orientation of the firm. Questions that surfaced included growth in existing and new markets, and competition from established industry giants and new upstarts. The brothers were determined to assess these opportunities and threats in the upcoming weeks.
In the wake of the fraud conspiracy convictions of its former executives Kenneth Lay and Jeffrey Skilling, the name Enron will likely long be synonymous with corporate corruption. But how did it rise, to the point of being the sixth highest-value US corporation, before its precipitous 2001 fall? This case provides a glimpse of a key element of Enron in action, as well as illuminating the complex process of foreign direct investment in a developing economy. The case focuses specifically on the Enron Development Corporation, that arm of the complex web of Enron subsidiaries which sought to build and operate power facilities around the world, including Argentina, Guatemala, the Philippines, Colombia and China. HKS Case Number 1617.0
In the wake of the fraud conspiracy convictions of its former executives Kenneth Lay and Jeffrey Skilling, the name Enron will likely long be synonymous with corporate corruption. But how did it rise, to the point of being the sixth highest-value US orporation, before its precipitous 2001 fall? This case provides a glimpse of a key element of Enron in action, as well as illuminating the complex process of foreign direct investment in a developing economy. The case focuses specifically on the Enron Development Corporation, that arm of the complex web of Enron subsidiaries which sought to build and operate power facilities around the world, including Argentina, Guatemala, the Philippines, Colombia and China. This case follows the protracted proposal and negotiations process that characterized Enron Development's effort to build a gas-powered electricity generation plant in India, specificaly in the state of Maharashtra. It is fundamentally a case about the political economy of Maharashtra, and India generally, the period immediately following the beginning of post-socialist economic liberalization in the early 1990s.The case series is meant as a vehicle for discussion both about the specific utility proposal and the structure of a potential deal between Enron and Maharashtra, and as the basis for discussion of the politics of infrastructure development, particularly in a developing country setting. It can also be used as a vehicle for a negotiations exercise or discussion of negotiations theory. HKS Case Number 1618.0
Describes Peoplestreet, an Internet business being developed at Cambridge Incubator. Peoplestreet is attempting to hire a VP of business development and has identified a candidate, Mark Pitts. Asks students to assess which interview techniques seemed most effective in discovering the desired information.
Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO--a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company's S-1 filing also highlighted special concerns specific to the management of the "Person-Brand." Could the company outlive Stewart? What if Stewart's reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson must understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in "managing Martha," the person and the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of meaning, both of which must be managed: 1) the public (the brand face) and 2) the private (the person face). Also considers the special meaning-management issues involved with multivocality of the brand proposition: i.e., the embodiment of multiple, and perhaps conflicting, meanings within one brand for various consumer audiences. This is an important meaning-management theme as it involves MSLO's engagements with K-Mart and the formulation of future line extension ideas.
Livent Inc. is the only publicly traded theatrical production firm in North America. A member of the audit committee at Livent is preparing to address the company's board of directors regarding issues contained in a letter published by a leading business magazine. The letter, written by a securities analyst, suggests the company's accounting policies are very aggressive, in particular the approach taken to capitalize and amortize its pre-production costs. In order to address this issue, the audit committee member wants to review the company's current capitalization and amortization policies and to compare its approach with the accounting policies used by other industries which also incur significant development costs.
OrangeWerks, an entrepreneurial company that creates software applications, is preparing to present to venture capital firms for its first major round of funding. However, during routine network maintenance, the network administrator becomes aware that the company may not have purchased the original software used to create the company's product, and that government workplace safety insurance was not in place. He must decide how to proceed with the knowledge by assessing available options and judging the stakeholder impact, as well as his career implications.
Two entrepreneurial students want to launch their new business called College Home Safety Inc. College Home Safety consists of high school and university students selling carbon dioxide detectors door-to-door. The two entrepreneurs felt strongly about this new business as it would provide jobs for students and address a safety concern that had been increasing in the past few years. The advice they received from a professional accountant was not what they expected. Told they would lose their shirts and to reconsider their concept and start-up plan, they only had a few months left before the launch date to decide whether or not to proceed with the venture.