個案總覽

Inequality represented a major issue at the dawn of the 21st century. By many measures, inequality had increased over the previous several decades, within both developed and developing countries. Whether global inequality (measured across countries or among the people of the world) increased remained controversial. Even in those cases where experts agreed that inequality had risen, there was little consensus about the causes. Some blamed globalization for the growing gulf between rich and poor, whereas others pointed to technology, government policies, and even social norms. Experts also disagreed over whether rising inequality was even a problem, particularly in those places where the poverty rate was low or falling.

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and others representing likely target audiences in the summer of 2003, the religious movie had started to generate publicity in mainstream media. Five months prior to the film's scheduled opening on February 25, 2004, Berney has to choose whether to continue with the prescreening campaign to stimulate further word-of-mouth among core audiences or switch to a mainstream media advertising campaign more commonly used to promote new movies. He also has to determine the appropriate distribution strategy, in particular whether to opt for a wide or limited release and whether to change the timing of the release.

Supplements the (A) case.

Samsung'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. To show how to build a global brand.

Spreadsheet supplement for case 504-051.