Readings

Cases

• Vicks Health Care Division, Project Scorpio (A)
• Red Hat and the Linux Revolution
• Barco Protection Systems (A)
• American Airlines, Inc.: Proposal for a Three-Class Transcon Service
• Vestron
• Boston Whaler, Incorporated: Managing the Dealer Network
• Optical Distortion, Inc. (A)
• Clorox: Combat Advertising Strategy A and B

Introduction

• Introduction, lecture notes
• Company Brief: House of Windsor, The Economist
• Matrix for a Modern Monarchy, The Economist

Customers

• Segmentation, Targeting and Positioning, Bovee, Houston and Thill
• Mental Accounting and Consumer Choice, Richard Thaler
• Get Closer To Your Customers By Understanding How They Make Choices, Itamar Simonson

Marketing Strategy I

• Profits Increase With The Level of Firm Differentiation, Duncan Simester
• When Slimming is Not Enough, The Economist
• Competing on Resources: Strategy in the 1990s, David Collis and Cynthia Montgomery

Marketing Strategy II

• Double Marginalization: A Simple Illustration, Duncan Simester
• Barnes and Noble, Ingram Deal Under Scrutiny, New York Times
• Republic Industries, Toyota Settle Dispute, Wall Street Journal
• Sovereign Consumers, The Economist

Distribution

• Teaching Note: Design of Supply and Distribution Channels, Duncan Simester
• Economic Organization and Efficiency, Paul Milgrom and John Roberts
• Direct and Indirect Bargaining Costs and the Scope of the Firm, Knez and Simester
• Bose Corporation: The JIT II Program (B) and (D), HBS case

Product Development

• Jager's Gamble, The Economist
• Know Thyself, The Economist
• Phase 1 Research Instrument
• Phase 2 Research Instrument
• Edited Phase 1 Research Findings
• Edited Phase 2 Research Findings

Pricing

• UPS Price Schedule
• $9 Endings: Why Stores Sell More at $49 than at $44, Anderson and Simester
• The Gap in the Air Has Never Been Wider, Wall Street Journal
• Sheep Drug Halts Colon Cancer; Doctor Says Humans Are Fleeced, Chicago Tribune
• Court: Vertical Price Fixing Isn't Necessarily Illegal, CNN
• Manufacturers Allowed To Cap Retail Prices, Wall Street Journal

Advertising

• How to Produce Advertising That Sells, David Ogilvy