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Otago Museum
Ralph W. Adler; Jing SongCase IVEY-9B10B007-EAccounting and Control, Leadership and People Management, Marketing, StrategyIn existence since 1868, the non-profit Otago Museum in New Zealand had undergone several changes and expansions during its history and was regarded as curator of a broad-based collection of Maori and South Pacific artifacts. In January 2010, the Otago Museum's chief financial officer (CFO) was instructed by the museum's chief executive officer (CEO) to create a balanced scorecard (BSC) for the museum. The current CEO had brought a sense of custo...Starting at €8.20
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Ashby Pharmaceuticals
Muñoz-Cobo, Diego; Villanueva, JulianCase M-1208-EMarketingJames Conica had just been appointed new sales director of the company Ashby Pharmaceuticals, which sold pharmaceutical products. His task was to substantially improve the performance of the sales force, which according to company director Ian Thompson, had ample scope for improvement.Starting at €8.20
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Bumbox: Choosing a Business Model for a Start-Up
Doreen KumCase IVEY-9B20A053-EEntrepreneurship, Marketing, StrategyIn early 2015, the chief executive officer of Bumbox Logistics Private Limited (Bumbox) faced a challenge. The company, launched in Singapore, provided smart lockers for use by delivery companies and consumers to ensure the safe and timely receipt of onliStarting at €8.20
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From BoysTown to yourtown: Rebranding an Iconic Australian Charity
Vishal Mehrotra; Alex BeamishCase IVEY-9B20A083-EMarketingyourtown was an Australian non-profit organization offering a variety of services to children, young people, and families, supported by a range of stakeholders including federal and state governments, corporations, and, most significantly, members of the public. It was best known for its art union initiative in which supporters bought tickets to a raffle for luxury homes and automobiles.
In 2016, the organization rebranded from BoysTown, which...Starting at €8.20
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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
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Zespri Grows
Bell, David E.; Kindred, NatalieCase HBS-519047-EMarketingControlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned "corporatized cooperative" with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in expor...Starting at €8.20
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Olam International, Teaching Note
Bell, David E.; Shelman, MaryTeaching Note HBS-509056-EMarketingTeaching Note for [509002].Starting at €0.00
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Asian Agri and the Future of Palm Oil, Teaching Note
Bell, David E.; Kindred, NatalieTeaching Note HBS-512014-EMarketingTeaching Note for 511015.Starting at €0.00
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Singapore Metals Limited
Gourville, John T.Case HBS-513097-EMarketingSingapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning...Starting at €8.20
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Hindustan Unilever Limited Versus USV Private Limited: An Advertising Skirmish
Ajeet SharmaCase IVEY-W27508-EKnowledge and Communication, MarketingUSV Private Limited (USV), an Indian pharmaceutical company, launched three comparative advertising campaigns for its Sebamed cleansing bar in January 2021, targeting the soap bars of Hindustan Unilever Limited (HUL) based on the bars’ pH values. Without delay, HUL filed a lawsuit against USV on grounds of disparaging its brands, infringing upon its trademarks, and misleading of consumers. The Bombay High Court restrained USV from continuing with...Starting at €8.20