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Pluggin In the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.
Ofek, Elie; Ribatt, Polly RossCase HBS-510076-EMarketingHow will U.S. consumers respond to the proliferation of alternative-fuel vehicles, such as cars powered partially or completely by electricity, in the coming decade? After a century in which fossil-fuel-powered vehicles dominated the market, it appeared consumers would have an unprecedented level of choice as to the type of car they purchased and drove. Automakers were introducing various models that used electricity for power, and other power so...Starting at €8.20
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Pintura Corporation: The Lena Launch Decision, Teaching Note
Quelch, John A.; Hartman, Katherine B.Teaching Note HBS-917524-EMarketingTeaching note for case 917523.Starting at €0.00
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Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Teaching Note
Quelch, John A.; Hartman, Katherine B.Teaching Note HBS-919522-EMarketingTeaching note for case 919521.Starting at €0.00
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Promoting Land and Nature Jerky, Teaching Note
Quelch, John A.; Hartman, Katherine B.Teaching Note HBS-920564-EMarketingTeaching note for case 920563.Starting at €0.00
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The Lena Launch Decision (Spanish version)
Quelch, John A.; Hartman, Katherine B.Case HBS-918S12MarketingA maker of paints and product coatings is considering introducing a new high-performance, environmentally-friendly hardwood coating called Lena. To proceed with the next phase of development, Pintura's VP of new product development must present a convincing analysis of the product's feasibility-along with a proposed marketing program. The VP must consider the relationship of the proposed product to the rest of the Industrial Finishes Group's prod...Starting at €8.20
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Wiikano Orchards, Teaching Note
Shapiro, Benson P.; Hartman, Katherine B.Teaching Note HBS-918518-EMarketingTeaching note for case 918517.Starting at €0.00
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Tengion: Bringing Regenerative Medicine to Life
Ofek, Elie; Ribatt, Polly RossCase HBS-510031-EMarketingTengion is a young biotech company that is at the frontier of regenerative medicine; a nascent field that seeks to promote the creation of new cells and tissue to repair or replace tissue or organ function lost due to age, disease, damage, or congenital defects. In late 2008 Tengion management faces a difficult dilemma. In light of the financial crises, the company needs to manage cash burn by prioritizing its R&D efforts. CEO Nichtberger needs t...Starting at €8.20
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Promoting Land and Nature Jerky (Spanish version)
Quelch, John A.; Hartman, Katherine B.Case HBS-921S01Marketingreduce the promotion budget by 30%, increase spending on consumer promotions by $200,000, or increase spending on trade promotions by $200,000. Ryan's goal is to achieve an operating profit of at least 7% of L&N's sales in 2020. To make a recommendation, Ayers must first evaluate the effectiveness of past consumer and trade promotions and then determine how to allocate promotional spending to achieve Ryan's operating profit goal. The case can ...Starting at €8.20